| dc.description.abstract | In over a decade, Vietnam has experienced a dramatical growth in e-commerce, increasing 31,900% from 2000 to 2017 (Internet World Stats, 2017). There are four e-commerce businesses as considered to be the most popularity e-commerce platforms: Lazada, Tiki, Shopee, and Facebook (Vietnam e-commerce report, 2017). In previous studies, customer loyalty is demonstrated to be major drive to business success, therefore, customer e-loyalty was the main concern in the current research. This study aims to explore the factors generating customer e-loyalty to a specific Vietnam e-commerce platform and result in electronic word-of-mouth behavior.
Quantitative research method was applied, in which questionnaire was using and data collected from 261 customers who completed purchasing transaction online on four e-commerce site mentioned at least once. At the results, four over eight factors, as relationship between e-retailers and customers (CUL), virtual community (COM), variety of product categories (CHO), and convenience in making transaction (CON) were closely correlated and had both direct and indirect influence on e-WOM, mediated by customer e-loyalty (ELOY). Besides, e-WOM also affected directly by web-based characters (CHA) and customized design dimensions (CUS).
Based on analysis and findings, recommendations were developed in each independents factors to enhance customer e-loyalty and raise the possibility of customers suggesting e-commerce platform to their relatives and friends (e-WOM), in other words, to retain loyal customers and attract new customers to e-commerce platforms. | en_US |
