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September 23, 2025Asia Pacific Journal of Marketing and Logistics

How e-commerce platform features impact post-adoption consumer behaviors: evidence from Vietnam's online cosmetic sector

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Authors

CCChien-Wen ChenMCMingchang ChihDNDuong Thuy Trang Nguyen

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Overview

Quantitative analysis reveals that e-commerce platform features affect repurchase intention and eWOM in Vietnam's cosmetics sector, indicating strategic marketing implications.

Key Points

  • Perceived playfulness is the strongest predictor of repurchase intention among online cosmetics consumers.
  • Website credibility significantly drives electronic word-of-mouth (eWOM) for online cosmetics in Vietnam.
  • Structural equation modeling validated the relationships between platform features and post-adoption behaviors.
  • This research uniquely integrates the IS Continuance Model with Expected Utility Theory for the Vietnamese digital cosmetics market.

Cite This Study

Chen et al. (2025) studied this question.

synapsesocial.com/papers/68d475a031b076d99fa6df16https://doi.org/10.1108/apjml-04-2025-0625
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