The impact of post-purchase experience on e-commerce platforms on the satisfaction and future purchase intention of young people in Ho Chi Minh City

Abstract

In the context of business on e-commerce platforms, the customer’s post-purchase experience has a huge impact on business performance. This paper aims to explore the impact of post-purchase experience factors on e-commerce platforms and customer perceived value on their satisfaction and future repurchase intentions. Post-purchase experience factors including shipping, product in hand, return service, and service quality along with perceived value play a key role in generating consumer satisfaction, thereby increasing their future repurchasing intentions. The data was collected from 240 respondents of different ages living, studying, and working in Ho Chi Minh City, Vietnam - a city that is rapidly growing in the e-commerce sector. The conceptual model was analyzed using partial least square structural equation modeling (PLS-SEM) with the SmartPLS tool. The results of the study show that the customer’spost-purchase experience and perceived value are important factors that help to increase their satisfaction and future repurchase intentions. Furthermore, by establishing a link between business service quality and customer perceived value, the study has created a new model for evaluating the positive impact of service quality on customer perceived value. Understanding the positive impact of consumer post-purchase experiences and perceived value can make valuable contributions to e-commerce platforms in Ho Chi Minh City and provide practical suggestions to enhance their business strategies. The research contributes to existing documentation on consumer post-purchase experiences, emphasizing the importance of creating post-purchase experiences to attract and satisfy customers in business on e-commerce platforms.