This study explores the determinants of repurchase intention in Vietnamese e-commerce, with a specific focus on the moderating role of consumer experience. Based on 605 responses from Vietnamese online shoppers, the results indicate that satisfaction significantly mediates the effects of performance expectancy, trust, and self-efficacy on repurchase intention, whereas effort expectancy does not directly influence satisfaction. Notably, consumer experience moderates several key relationships: it strengthens the effect of effort expectancy on satisfaction while weakening the impact of performance expectancy and satisfaction on repurchase intention. The study enriches the existing literature by proposing a post-adoption model and emphasizing the mediating mechanism of the affective state (satisfaction) in shaping behaviors. Especially, we offer a nuanced view of consumer experience as a conditional factor. The study highlights that consumer behavior and experience are not static but rather dynamic over time. Practical implications call for experience-based consumer segmentation, personalized recommendation systems, and platform improvements beyond interface usability to foster long-term customer loyalty.
Huyen et al. (Sun,) studied this question.