The effect of website quality on repurchase intention with the mediation of perceived value: The case study of online travel agencies in Vietnam

Abstract

The sharing economy is getting broader with its non-ownership assets, better use of resources, lower prices, and more customized products (Belk, 2014). In tourism industry, the development of the sharing economy involved the emergence of online travel agencies (OTAs) who are intermediates between services providers and consumers, provide accommodations, transport services, food and beverages services, tour guide services, etc. (Skalska, 2017). Recently, Vietnam has experienced a rapid growth in the number of users booking tourism products and services through OTAs. Playing such an important role in the tourism market, it is essential for OTAs to retain customers which later bring successes for the business. This research examines the role of perceive value as it mediates the effect of website quality on customer repurchase intention at OTAs in Vietnam. Quantitative approach was employed with structured questionnaires written in Vietnamese and English. The questionnaires were distributed to tourists in Ho Chi Minh City, Hoi An, and Nha Trang. Partial least squares was applied to test the reliability, validity of the measures and the causal effects. The findings suggest that: (1) only website's ease of use has direct positive influence on repurchase intention; (2) while security, service quality, visual appearance, price, and brand image have indirect positive affect on repurchase intention through the mediation of perceived value. Based on the results, theoretical implications and practical implications were also provided in this research.

The Importance of Value, Image, Credibility and Trust to Repurchase Intentions in Over-the-Counter Herbal Market in Sub-Saharan Africa

“…Finally, the study established that brand image has a significant direct influence on perceived value in the OTC herbal market. This outcome is similar to the earlier studies (Pham & Nguyen, 2019;Lien et al, 2015), which report that favourable brand image directly affects the perceived value. However, this result differs from the study of prior authors (Chung, Yu, Kim & Shin, 2015;Yan, 2019), who found that enhanced perceived value enhances the image of brands.…”

“…The author further noted that brand image provides the basis for purchase decision and a source of customer satisfaction. Empirical studies also established that brand image has a direct effect on perceived value (Pham & Nguyen, 2019;Lien, Wen, Huang, & Wu, 2015;Huang et al, 2019).…”

“…This might have accounted for narrow product differences, leading to lower prices and hence, low profit. It has been noted that strong brand image, trust and credibility can engender increased perceived value, which in turn, supports customers' repurchase intentions (Baek & King, 2011;Carnevale, Loureiro, & Kabadayi, 2018;Pham & Nguyen, 2019;Huang, Gao, & Hsu, 2019). Enhanced customers' intentions to repurchase can create a platform to secure a large market share (Chaudhuri & Holbrook, 2001), which may enable herbal medicine firms to gain higher profits to grow in the OTC market.…”

“…Enhanced customers' intentions to repurchase can create a platform to secure a large market share (Chaudhuri & Holbrook, 2001), which may enable herbal medicine firms to gain higher profits to grow in the OTC market. The importance of brand image (Huang et al, 2019;Pham & Nguyen, 2019), trust (Sirdeshmukh, Singh, & Sabol, 2002;Carnevale et al, 2018), credibility (Baek & King, 2011;Cuong, 2020), in supporting the formation of perceived value (De Toni, Eberle, Larentis, & Milan, 2018;Huang et al, 2019), and in turn, its impact on repurchase intentions has been well-documented in the literature.…”

E-Commerce: The Importance Role of Customer Perceived Value in Increasing Online Repurchase Intention

“…To realize repeat purchases, e-commerce needs to increase customer interest to continue using their e-commerce platform. Repurchase intention is the customers willingness to buy products or services both online and offline based on the benefits they have felt (Pham & Nguyen, 2019). Online repurchase intention will increase if it is match to customer perceptions towards products, likewise to online facilities offered by e-commerce Customer perceived value is the evaluation felt by customers of all the benefits and costs offered by the seller/store (Kotler & Keller, 2018).…”