The influence of E-commerce experience on the relationship between online shopping attributes, customer satisfaction, and loyalty in Vietnam

Abstract

The COVID-19 pandemic has acted as a catalyst for the rapid expansion of e-commerce in Vietnam, mirroring global patterns and transforming the landscape of online consumer behavior. In response to this shift, businesses have increasingly adopted advanced and more personalized online shopping platforms to better cater to evolving customer expectations. This research explores how consumers perceive key factors such as information quality, privacy concerns, perceived security, product diversity, and delivery services—elements identified as critical to customer satisfaction. Among these variables, information quality and overall satisfaction were found to be particularly influential in fostering customer loyalty. The study analyzed data from nearly 300 valid survey responses using structural equation modeling (SEM). Findings reveal that customer satisfaction is significantly influenced by delivery performance, perceived security, the quality of information provided, and the range of products available. Furthermore, both satisfaction and information quality were strong predictors of customer loyalty. Notably, the relationship between delivery service and satisfaction was found to be moderated by consumers’ level of experience with e-commerce, especially among those with over five years of online shopping history. The study concludes by offering managerial insights aimed at strengthening customer retention strategies within the e-commerce sector.