Factors affecting customers' online repurchase intention in Binh Dinh province

The study aims to investigate the factors affecting Online Shoppers’ Repurchase Intentions in Binh Dinh Province. This study uses quantitative research methods and using SPSS to test the reliability of the scale, exploratory factor analysis (EFA) and regression analysis. Data for this research were collected from 135 online shoppers in Binh Dinh. The results show that four factors positively affect repurchase intention, including perceived usefulness, trust, perceived value, and enjoyment.