DOI:

Abstract

E-commerce is at the beginning stage in Vietnam that creates not only opportunities but also challenges for Vietnamese e-retailers. To be successful in the new trading channel, e-retailers need to understand customer attitude toward their online stores. The purpose of this study is to investigate how online shoppers perceive effects of key factors of an e-store on their satisfaction which leads to their commitment to the e-store. The study framework utilizes quantitative technique. A survey of 204 online shoppers via the Internet has been conducted. Regression analysis is used to test the hypothesis derived from the framework. The major quality factors of an e-store are defined as site design, trust and interactivity, which considerably influence customer satisfaction. Once customers satisfy with the dominant characteristics of the e-store they tend to revisit and buy things via the site. The results imply that e-retailers should continuously improve their e-store interface in terms of aesthetics and usability. They should build customer?s trust on the site transactions and give opportunities for customers to frequently interact to e-store to meet their specific needs and then increase their loyalty.

Keywords

E-Store; E-Satisfaction; Site Commitment.