VIETNAM NATIONAL UNIVERSITY, HANOI
INTERNATIONAL SCHOOL
=============
LUU NGOC ANH
FACTORS INFLUENCING REPURCHASE
INTENTION IN ONLINE SHOPPING
THROUGH SHOPEE
Program: International Business
Code: 8340120
Supervisor: Dr. Le Thi Mai
Hanoi - 2025
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DECLARATION OF AUTHORSHIP
I hereby declare that this thesis was carried out by myself under the guidance
and supervision of Dr. Le Thi Mai; and that the work contained in it and the results
in it are true by the author and have not violated research ethics. The data and figures
presented in this thesis are for analysis, comments, and evaluations from various
resources by my own work and have been duly acknowledged in the reference part.
In addition, other comments, reviews and data used by other authors, and
organizations have been acknowledged and explicitly cited.
I will take full responsibility for any fraud detected in my thesis.
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ACKNOWLEDGEMENT
In the process of doing this research, I received enthusiastic advice Dr. Le Thi
Mai who directly provided us with in-depth insights and expertise that greatly assisted
our research. Your insightful feedback encouraged me to improve our thoughts and
elevated our work.
I would like to express my gratitude to the MIB4 Class members for their
excellent collaboration. I want to express my heartfelt gratitude to everyone who took
the time to complete our survey during the research process. This allowed us to gather
information that was crucial to the development of the entire paper.
Even if there have been many attempts during the process, there may be
limitations and shortcomings. Therefore, we look forward to receiving comments
from other instructors and judges.
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SUMMARY
This research was designed to find out the factors influencing repurchase
intention in online shopping through Shopee. The research’s objectives are to
evaluate the correlation between consumer profiles and repurchase intention in online
shopping through Shopee. Besides, this research can also be used to e - commerce
platforms like Shopee on the importance of customer satisfaction, product quality,
delivery time, e - service quality, trust, sale promotion, as well as how these variables
can be beneficial to repurchase intention in online shopping through Shopee.
The data were collected using questionnaires with a sample size of 215
responses. The questionnaire was the main source of primary data, which also
contains the individuals’ information such as gender, occupations, purchase
frequency, shopping habits. The participants were asked to give their opinion on
repurchase intention in online shopping through Shopee such as (1) customer
satisfaction, (2) product quality, (3) delivery time, (4) e -service quality, (5) Trust and
(6) sale promotion on repurchase intention in online shopping through Shopee.
Besides questionnaires, the Statistical Package for Social Science (SPSS version 26)
and Partial Least Square (Smart PLS version 4.0) softwares were also used for data
analysis.
The findings show that there isn’t a significant difference between gender,
occupations, purchase frequency and shopping habits towards repurchase intention in
online shopping through Shopee. This study also provides several factors influencing
repurchase intention in online shopping through Shopee as customer satisfaction,
trust and sale promotion. One of the all factors, customer satisfaction are the most
satisfied customers during repurchase intention in online shopping through Shopee
meanwhile trust have no effects. In addition, the finding also emphasize that factors
related to the customer satisfaction as delivery time, e -service quality also play an
important role in customer’s repurchase intention in online shopping through Shopee
in at the same time product quality have no effects.
Therefore, this study will analyze more clearly some factors that directly affect
the intention to repurchase when shopping online through Shopee. From there, this
study wants to propose some ways to improve customer service, competitive
strategies that can increase customer satisfaction and attract customers to return to
continue shopping at Shopee.
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LIST OF TABLES
Table 1. Measurement scales for survey .................................................................... 21
Table 2. Demographic Descriptive (n = 215) ............................................................ 29
Table 3. Reliabilities among the Variables ................................................................ 30
Table 4. T-test Results by Gender ............................................................................. 31
Table 5. Standardized factor loadings, CR and AVE of the model ........................... 31
Table 6. The latent variable correlation matrix: discriminant validity ...................... 32
Table 7. Results for Structural Equation Model ........................................................ 33
Table 8. The hypothesis Analysis results ................................................................... 34
