The relationship between online convenience, online customer satisfaction, buying intention and electronic word-of-mouth

Main Article Content

Phuong Viet Le-Hoang


The purpose of this research aims to explore, measure, and analyze the relationship between online convenience, online customer satisfaction, buying intention, and electronic word-of-mouth (E-WOM) of the customers via the Exploratory Factor Analysis (EFA) and three model regression. To conduct the research, the author distributed 300 surveyed questionnaires, and the author collected 285 valid respondents. The results showed that online convenience, which has seven dimensions about convenience, includes access, search, evaluation, attentiveness, transaction, possession, post-possession convenience affect online customer satisfaction. Furthermore, as a result, online customer satisfaction influences online buying intention and electronic word-of-mouth. Based on that, the research recommends the necessary solutions to improve the buying intention and encourage customers to do E-WOM. Besides, this research opens a new field for further research in Vietnam.


Download data is not yet available.


Metrics Loading ...

Article Details



AJZEN I.; FISHBEIN M. (1975) Belief, Attitude, Intention and Behavior: An Introduction to theory and research, Addition-Wesley, Reading, MA.

AJZEN, I. (1991) The theory of planned behavior. Organizational Behavior and Human Decision Processes, v. 50 n. 2, p. 179-211.

ALBA, J.; LYNCH, J.; WEITZ, B.; JANISZEWSKI, C.; LUTZ, R.; SAWYER, A.; WOOD, S. (1997) Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic Marketplaces. Journal of Marketing, v. 61, n. 3, p. 38–53.

BEAUCHAMP, M. B.; PONDER, N. (2010) Perceptions of retail convenience for in-store and online shoppers, The Marketing Management Journal, v. 20, n. 1, p. 49-65.

BERRY, L. L.; SEIDERS, K.; GREWAL, D. (2002) Understanding Service Convenience. Journal of Marketing, v. 66, p. 1-17.

BHATNAGAR, A.; MISRA, S.; RAO, H. R. (2000) On Risk, Convenience, and Internet Shopping Behavior. Communications of the ACM, v. 43, p. 98-105.

CHATTERJEE, P. (2001) Online Reviews: Do Consumers Use Them? Advances in Consumer Research, v. 28, n. 1, p. 129-133.

CHAYAPA, K.; CHENG, L. W. (2011) Online Shopper Behavior: Influence of Online Shopping Decision. Asian Journal of Business Research, v. 1, p. 5-6.

CHEN, Y.; XIE, J. (2008) Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, v. 54, n. 3, p. 477–491.

DAVIS, F. D.; BOGOZZI, R. P.; WARSHAW, P. R. (1989) User acceptance of computer technology: A comparison of two theoretical models. Management Science, v. 35, p. 982-1003.

DAVIS, F. D. (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, v. 13, p. 39-319.

DE KERVILER, G.; DEMOULIN, N. T. M.; ZIDDA, P. (2016) Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers? Journal of Retailing and Consumer Services, v. 31, p. 334–344

DUARTE, P.; COSTA E SILVA, S.; FERREIRA, M. B. (2018) How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, n. 44, p. 161–169.

ENGEL, J. F.; BLACKWELL, R. D.; KEGERREIS R. J. (1969) How information is used to adopt an innovation. Journal of advertising research, v. 9, n. 4, p. 3-8.

FORSYTHE, S.; LIU, C.; SHANNON, D.; GARDNER, L. C. (2006) Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, v. 20, n. 2, p. 55–75.

GOYETTE, I.; RICARD, L.; BERGERON, J.; MARTICOTTE, F. (2010) E-WOM Scale: word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, v. 27, n. 1, p. 5–23.

GRUEN, T. W.; OSMONBEKOV, T. D.; CZAPLEWSKI, A. J. (2006) eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, v. 59, n. 4, p. 449-456.

HAIR, F. J.; BACK, C. W.; BABIN, J. B.; ANDERSON, E. R. (2014) Multivariate Data Analysis, London, Pearson.

HENNIG-THURAU, T.; GWINNER, K. P.; WALSH, G.; GREMLER, D. D. (2004) Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, v. 18, n. 1, p. 38–52.

JAVADI, M. H. M.; DOLATABADI, H. R.; NOURBAKHSH, M.; POURSAEEDI, A.; ASADOLLAHI, A. R. (2012) An analysis of factors affecting on Online shopping behavior of consumers. International Journal of Marketing Studies, v. 4, n. 5, p. 81–98.

JAYAWARDHENA, C.; WRIGHT, L. T.; DENNIS, C. (2007) Consumers online: Intentions, orientations and segmentation. International Journal of Retail and Distribution Management, v. 35, n. 6, p. 515-599.

JIANG, L.; YANG, Z.; JUN, M. (2013) Measuring consumer perceptions of online shopping convenience, Journal of Service Management, v. 24, n. 2, p. 191-214.

JUN, M.; YANG, Z.; KIM, D. (2004) Customers’ perceptions of online retailing service quality and their satisfaction. International Journal of Quality and Reliability Management, v. 21, n. 8, p. 817–840.

KATZ, E.; LAZARSFELD, P. F. (1955) Personal influence: the part played by people in the flow of mass communications. Free Press.

KING, S. F.; LIOU, J.-S. (2004) A framework for internet channel evaluation. International Journal of Information Management, v. 24, n. 6, p. 473–488.

KUMAR, A.; KASHYAP, A. K. (2018) Leveraging utilitarian perspective of online shopping to motivate online shoppers. International Journal of Retail and Distribution Management, v. 46, n. 3, p. 247–263.

LAW, R.; HSU, C. H. C. (2006) Importance of hotel website dimensions and attributes: perceptions of online browsers and online purchasers. Journal of Hospitality and Tourism Research, v. 30, n. 3, p. 295-312.

LE-HOANG, V. P. (2020) The effects of electronic word-of-mouth (eWOM) on the adoption of eWOM information. Independent Journal of Management and Production, v. 11, n. 6.

LE-HOANG, V. P.; NGUYEN, Q. B.; LUU, X. D.; HO, T. V.; PHAN, T. N. (2019) Factors affecting online buying intention: The case of Pacific Business Review International, v. 12, n. 4, p. 45-57.

LEE, J.; PARK, D.-H.; HAN, I. (2008) The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, v. 7, n. 3, p. 341–352.

LI, N.; ZHANG, P. (2002) Consumer online shopping attitudes and behavior: an assessment of research. Proceedings of 8th Americas Conference on Information System, p. 508-517.

LUEDI, A. (1997) Personalize or Perish. Electronic Markets, v. 7, n. 3, p. 22–25.

MADU, C. N.; MADU, A. A. (2002) Dimensions of e‐quality. International Journal of Quality and Reliability Management, v. 19, n. 3, p. 246–258.

MEIXIAN, L. (2015) Convenience and Online Consumer Shopping Behavior: A Business Anthropological Case Study Based on the Contingent Valuation Method. The Anthropologist, v. 21, n. 1-2, p. 8–17.

NUNNALLY, C.; BERNSTEIN, I. H. (1994) Psychometric theory, New York, McGraw-Hill Company.

PARK, C.; LEE, T. M. (2009) Information Direction, Website Reputation and eWOM Effect: A Moderating Role of Product Type. Journal of Business Research, v. 62, p. 61-67

PARK, C.; WANG, Y.; YAO, Y.; KANG, Y. R. (2011) Factors Influencing eWOM Effects: Using Experience, Credibility, and Susceptibility. International Journal of Social Science and Humanity, v. 1, n. 1, p. 74-79.

PARK, D.-H.; KIM, S. (2008) The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, v. 7, n. 4, p. 399–410.

ROHM, A. J.; SWAMINATHAN, V. (2004) A typology of online shoppers based on shopping motivations. Journal of Business Research, v. 57, n. 7, p. 748–757.

SEIDERS, K.; BERRY, L. L.; GRESHAM, L. G. (2000) Attention, Retailers! How convenient is your convenience strategy? Sloan Management Review, v. 41, p. 79-90.

SEIDERS, K.; VOSS, G. B.; GODFREY, A. L.; GREWAL, D. (2007) SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, v. 35, n. 1, p. 144–156.

SINHA, J.; KIM, J.(2012) Factors affecting Indian consumers' online buying behavior. Innovative Marketing, v. 8, n. 2, p. 46-57.

TSAI, Y.; WU, S.-W. (2011) Using internal marketing to improve organizational commitment and service quality. Journal of Advanced Nursing, v. 67, n. 12, p. 2593–2604.

WOLFINBARGER, M.; GILLY, M. C.; (2001) Shopping online for freedom, control, and fun. California Management Review, v. 43, n. 2, p. 34–55.

ZEITHAML, V. A.; BERRY, L. L.; PARASURAMAN, A. (1996) The Behavioral Consequences of Service Quality. Journal of Marketing, v. 60, n. 2, p. 31.

Most read articles by the same author(s)