Research Proposal - Group 4

UNIVERSITY OF DA NANG
UNIVERSITY OF ECONOMICS

REPORT
STUDENTS' SCIENTIFIC RESEARCH TOPIC
THE IMPACTS OF CHINESE LOGISTICS FACTORS ON

REPURCHASE INTENTION ON VIETNAMESE E-
SHOPPING PLATFORM: THE CASE OF THE FASHION
INDUSTRY IN DA NANG
Instructor : PhD. Tran Thi Ngoc Duy
Class : 47K01.4
Group :4
Members : Ho Le Ngoc Han
Doan Thi My Hien
Tran Thi Kim Luyen
Ho Hoang Nhi
Nguyen Hoang Thu
Da Nang, September 2023

Students' Scientific Research
TABLE OF CONTENTS
LIST OF TABLES..........................................................................................................v
LIST OF FIGURES........................................................................................................vi
ABSTRACT....................................................................................................................1
CHAPTER I. INTRODUCTION...............................................................................2
1. Research rationale.....................................................................................................2
2. Research Background................................................................................................3
2.1. Previous Studies in Vietnam...........................................................................3
2.2. Previous Studies in Foreign............................................................................4
2.3. Discussion about previous studies..................................................................5
3. Research objective.....................................................................................................6
4. Research subject........................................................................................................6
5. Research scope..........................................................................................................6
6. Research methodology..............................................................................................6
7. Research structure.....................................................................................................6
CHAPTER II. THEORETICAL REVIEW.................................................................6
1. Definitions.................................................................................................................6
1.1. Logistics..........................................................................................................6
1.2. E-commerce: (Logistics, 2022).......................................................................8
1.3. Cross-border e-commerce (CBEC):................................................................9
1.4. Repurchase intention:......................................................................................9
1.5. Customer satisfaction:.....................................................................................9
2. Theoretical Framework.............................................................................................9
2.1. Theory of Reasoned Action (TRA):................................................................9
2.2. The Theory of Planned Behavior (TPB).......................................................10
2.3. Technology acceptance model theory (TAM):.............................................10
3. Proposing Research Model......................................................................................11
4. Hypothesis Development........................................................................................13
4.1. Relationship between shipping costs and customer satisfaction:..................13
4.2. Relationship between time of shipment and customer satisfaction:.............13
4.3. Relationship between e-payment and customer satisfaction:........................13
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4.4. Relationship between order accuracy and customer satisfaction:.................14
4.5. Relationship between customer satisfaction and repurchase:.......................14
CHAPTER III. RESEARCH METHODOLOGY......................................................14
1.1. Research process...........................................................................................14
1.2. Measurement scales......................................................................................15
1.3. Questionnaires design...................................................................................18
1.4. Data collection and Sampling method..........................................................18
2. Data analysis method..............................................................................................19
CHAPTER IV. RESULTS..........................................................................................21
1. Descriptive statistical analysis................................................................................21
2. Cronbach's Alpha test..............................................................................................22
2.1. Shipping cost.................................................................................................22
2.2. Time of shipment..........................................................................................23
2.3. E-payment.....................................................................................................23
2.4. Order accuracy..............................................................................................24
2.5. Customer satisfaction....................................................................................25
2.6. Repurchase intention.....................................................................................25
3. Exploratory factor analysis (EFA)..........................................................................26
4. Pearson's correlation analysis..................................................................................27
5. Bootstrap.................................................................................................................29
5.1. Checking the mediator effect of customer satisfaction in the relationship
between shipping cost and repurchase intention.....................................................30
between time of shipment and repurchase intention...............................................31
between e-payment and repurchase intention.........................................................32
between order accuracy and repurchase intention...................................................33
CHAPTER V. DISCUSSION....................................................................................33
1. Shipping cost, customer satisfaction and repurchase intention...............................34
2. Time of shipment, customer satisfaction and repurchase intention........................34
3. E-payment, customer satisfaction and repurchase intention...................................35
4. Order accuracy, customer satisfaction, and repurchase intention...........................35
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CHAPTER VI. CONCLUSION.................................................................................36
1. Implication..............................................................................................................36
1.1. Theoretical implications................................................................................36
1.2. Practical implications....................................................................................37
2. Limitations and future research...............................................................................38
CHAPTER VII. REFERENCES..................................................................................40
CHAPTER VIII. APPENDIX.......................................................................................46
LIST OF TABLES
Table 1. Variables have been examined in previous studies..........................................12
Table 2. Measurement scale...........................................................................................18
Table 3. Demographic descriptive statistical analysis...................................................22
Table 4. Representative of average variables.................................................................28
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LIST OF FIGURES
Figure 1. Research Model..............................................................................................12
Figure 2. Research process.............................................................................................15
Figure 3. Cronbach's Alpha analysis of shipping cost...................................................23
Figure 4. Cronbach's Alpha analysis of time of shipment.............................................23
Figure 5. Cronbach's Alpha analysis of e-payment........................................................24
Figure 6. Cronbach's Alpha analysis of order accuracy.................................................24
Figure 7. Cronbach's Alpha analysis of customer satisfaction.......................................25
Figure 8. Cronbach's Alpha analysis of repurchase intention........................................26
Figure 9. KMO and Bartlett's Test of EFA....................................................................26
Figure 10. Total variance explained of EFA..................................................................26
Figure 11. Rotated component matrix............................................................................27
Figure 12. Pearson's correlation analysis.......................................................................29
Figure 13. Total effect, direct effect and indirect effects of shipping cost on repurchase
intention through the mediating role of customer satisfaction.......................................30
Figure 14. Total effect, direct effect and indirect effects of time of shipment on
repurchase intention through the mediating role of customer satisfaction....................31
Figure 15. Total effect, direct effect and indirect effects of e-payment on repurchase
intention through the mediating role of customer satisfaction.......................................32
Figure 16. Total effect, direct effect and indirect effects of order accuracy on
repurchase intention through the mediating role of customer satisfaction....................33
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ABSTRACT
In the realm of research encompassing logistics, e-commerce, purchase
intention, and the fashion industry, this study was undertaken to investigate the impact
of various logistics factors - specifically, shipping cost, time of shipment, e-payment,
and order accuracy - on repurchase intention within the Chinese fashion industry on e-
commerce platforms in Da Nang city, Vietnam. The research adopts a quantitative
approach, utilizing a sample size of 163 customers residing in Da Nang. Data collected
from the respondents underwent analysis using SPSS. The findings revealed a
significant association between four key variables, namely shipping costs, time of
shipment, e-payment, order accuracy, and customers' repurchase intention through the
mediator of customer satisfaction. Notably, e-payment emerged as the most influential
factor affecting customers’ repurchase intention, while the time of shipment exhibited
the least impact on such intention. Drawing from the research outcomes, this study
offers both theoretical and practical implications. Additionally, recommendations are
provided for logistics service providers in a general context, as well as specific
guidance for those operating within the fashion sector on e-commerce platforms. The
overarching aim is to enhance logistics customer satisfaction and foster the intention to
repurchase within the dynamic landscape of fashion businesses in the e-commerce
domain.
Keywords: logistics, e-commerce, shipping cost, time of shipment, e-payment,
order accuracy, customer satisfaction, repurchase intention.
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CHAPTER I. INTRODUCTION
1. Research rationale
Electronic commerce (e-commerce) has become and continues to be an extremely
influential field with a profound impact on the economic growth of nations. The
development of e-commerce not only facilitates business operations but also introduces
new values that meet the evolving needs of both enterprises and consumers.
Consequently, every country worldwide is intensely interested in fostering the growth
of e-commerce. (Khanh, 2023) The growth of e-commerce has empowered related
sectors such as transportation, marketing, logistics, information technology, etc., and
has also become a stepping stone for their continued growth and utilization of their
potential. Moreover, the emergence of e-commerce has generated numerous job
opportunities, increased demand, and subsequently, encouraged businesses to adopt
strategies that boost production capacities, contributing to economic surplus. This has
enabled sellers to cut costs, optimize profits, and offer consumers a variety of choices.
Given the societal benefits it brings, fostering the development of the e-commerce
sector is crucial (Nguyen Thi Mai Huong, Nguyen Hoai Linh, 2022). In addition, the
trend of Cross-Border E-commerce (CBEC) between different trade entities from
diverse geographical regions through electronic commerce, online payments, and
cross-border logistics has gained prominence (Nhan, 2023). CBEC forms economic
collaboration among nations, promoting global economic development. Cross-border
e-commerce is becoming a trend in countries with developed e-commerce markets such
as China, Japan, the United States, the European Union, and South Korea, and is
spreading to developing nations in Southeast Asia, including Indonesia, Thailand, and
Vietnam.
In recent years, Vietnam’s e-commerce market has seen significant expansion and
has now become a common mode of business known to enterprises and the general
public. The diversity in operational models, participant demographics, operational
processes, and supply chain management, supported by internet infrastructure and
modern technology applications, has elevated e-commerce to an essential role in the
nation's digital economic development (Khanh, 2023). According to Vietnam's E-
commerce White Paper for 2022, an impressive 74.8% of internet users in Vietnam
engage in online shopping (Le, 2022). The demand for Vietnam's e-commerce
platforms is notably high. Particularly within the fashion industry, the percentage of
online shoppers has surged from 18% to 48% from 2020 to 2021 (Le C. , 2022).
The growth of information technology and electronic commerce has transformed
lifestyles, shopping habits, the peculiarities of business production, and consequently
necessitated innovative advancements in the logistics sector. In this context, logistics
was born and rapidly spread worldwide to support the movement of goods from
suppliers to consumers in electronic commerce transactions (Yen, 2022). As a result,
logistics has become an opportunity to facilitate cross-border trade among nations.
Furthermore, the combination of logistics and modern information technology not only
saves costs, labor, and time but also contributes to changing the user experience.
Especially in the current period, with explosive growth in global e-commerce, logistics
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must upgrade rapidly to keep pace with the swift growth. Notably, China has made
substantial investments in its logistics infrastructure, including road networks, maritime
routes, railways, warehousing facilities, and logistics centers. Moreover, the Chinese
government has created favorable conditions for foreign enterprises to invest in
warehouse and logistics operations (Ngoc, 2022).
Therefore, logistics significantly impacts customer satisfaction and repurchase
intentions on e-commerce platforms. Currently, most businesses face challenges such
as high transportation costs, extended delivery times, and inefficient payment methods.
Specifically, distribution costs, such as product delivery fees, significantly affect
customer satisfaction (Xia, W., and Tingting, Y., 2016). Moreover, delivery times are a
critical factor affecting customer satisfaction (Lina et al, 2014). Prolonged delivery
times lead to customer dissatisfaction, making this a crucial issue in logistics
operations in general and logistics in particular. Additionally, the payment method for
goods significantly influences customer satisfaction. Thus, customer dissatisfaction
with logistics has a significant impact on repurchase intentions and the operational
efficiency of logistics companies (Chien, 2022). Additionally, the fashion industry in
China is developing very rapidly and trends are constantly updated by manufacturers
with diverse designs, and price segments that can cater to diverse customer demands.
Hence, it is essential to investigate how the intricate interplay between Chinese
logistics and the e-shopping habits of Vietnam's fashion-conscious population is
shaping the industry's future.
Based on these aspects, we have decided to conduct a research on the factors
influencing repurchase intentions within the fashion industry in Da Nang, Vietnam, in
the context of Chinese logistics. We aim to evaluate and measure the impact and role
of variables such as transportation costs, delivery times, e-payment methods, and
information technology systems in enhancing customer satisfaction, thereby promoting
repurchase intentions on e-commerce platforms. This research assumes paramount
significance as it seeks to unravel critical dynamics in a rapidly evolving e-commerce
ecosystem, offering insights valuable to both academic scholars and industry
practitioners navigating the intricacies of this transformative domain.
2. Research Background
2.1. Previous Studies in Vietnam
Author Ngo Duc Chien researches: “Nghiên cứu các nhân tố tác động đến sự hài
lòng của khách hàng trong lĩnh vực logistics: kết quả thực nghiệm trên địa bàn Thành
phố Đà Nẵng”. Qualitative research through synthesizing theories and results from
previous researchers related to the author's research topic to propose hypotheses and
build a research model. Quantitative research was conducted by the author through
basic analyzes such as statistics, Cronbach's alpha assessment, statistics, EFA & CFA
factor analysis, SEM model from survey data of 300 customers using Logistics services
(delivery, storage and transportation of goods) in Da Nang and collected 286 valid
ballot samples. The quantitative research results specifically reflect the impact of
factors on Logistics customer satisfaction in Da Nang City. The main results of the
study show the impact of factors on Logistics customer satisfaction in Da Nang City,
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specifically: (1) Shipping costs, Shipping time, Online payment, Information
technology system positively impacts the Logistics customer satisfaction; (2)
Information technology system positively impacts Online Payment in Logistics
activities (Chien, 2022). Author Ngo Duc Chien's research has two main limitations.
First, it does not focus on any specific industry, such as fashion, household appliances,
or packaged foods, etc. Instead, it studies factors that affect customer satisfaction in
general. Second, it does not focus on the logistics services of any specific country or
region, such as China, Korea, or a specific region, etc. Instead, it also studies logistics
services in general.
The previous research of Ta Thi Yen, Nguyen Thi Thuy Trang, and Tran Tuan
Anh about "Impact of Logistics Service Quality on Customer Satisfaction and Loyalty:
Evidence in Hanoi" has analyzed the interplay between customer loyalty and service
quality within logistics service providers, with a particular focus on the role of
customer satisfaction as a moderating factor (Ta Thi Yen, Nguyen Thi Thuy Trang,
Tran Tuan Anh, 2022). To gain a deeper insight into the standard of logistics services
in Vietnam, the study chose important components of the service quality framework
and developed research questions. To confirm convergent validity, the study performed
the AVE, item reliability, and composite reliability tests. This study applied qualitative
and quantitative research methodologies by using 401 observed samples to test a linear
structure to identify the elements influencing consumer loyalty when purchasing
products in the electronic market. Based on the research findings, a number of
management functions are proposed for businesses doing business on the electronic
market to help businesses take measures to cope with the Covid epidemic situation.
Similar to Ngo Duc Chien's research, the above authors do not examine the logistics
services of a specific country or region when customers shop online for foreign
products entering Vietnam. Instead, they focus on domestic logistics services.
Additionally, their study does not analyze any specific field or industry but rather
discusses customer satisfaction in all industries generally.
2.2. Previous Studies in Foreign
Zhiheng Li in 2022 conducted an exhaustive examination was conducted to
elucidate the factors influencing logistics service quality within the of Cross-Border E-
Commerce enterprises, with a specific focus on customer satisfaction. This
investigative endeavor systematically analyzes the challenges in cross-border e-
commerce logistics services while concurrently probing the intricate dynamics
governing the relationship between the quality of cross-border logistics services and
the resultant impact on customer satisfaction. The empirical observations underscore
the centrality of service quality as a critical constraint dictating the trajectory of
progress in the domain of cross-border e-commerce. The primary objectives of this
scholarly undertaking encompass: 1) the meticulous scrutiny of extant challenges
within cross-border e-commerce logistics services; 2) the comprehensive synthesis of
the prevailing research concerning the relationship between cross-border logistics
service quality and customer satisfaction; and 3) the proposition of viable solutions
aimed at ameliorating the quality of cross-border e-commerce logistics services
(Zhiheng Li, 2022). Consequently, the discernments gleaned from this examination of
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the intricate nexus between cross-border e-commerce logistics service quality and
customer satisfaction furnish actionable insights for enterprises endeavoring to
augment their customer satisfaction.
Kaya and Turğut (2018) conducted an investigation into the logistics activities of
the engagement in repurchase behavior within the framework of E-Commerce. In this
context, logistics activities emerge as a paramount factor within the business strategy,
assuming a pivotal role in augmenting customer satisfaction while concurrently
mitigating operational costs and dependable delivery of products to customers. The
research, undertaken with the participation of 159 students enrolled in the E-Commerce
course at Istanbul Gelisim University, centered on the evaluation of repurchase
perceptions during the months of January, February, and March (Kaya, S. & Turğut.
M, 2018). The collected data underwent analysis and interpretation through the
Statistical Package for the Social Sciences (SPSS) program. The overarching objective
of this inquiry was to delineate the significance of logistics activities in the realm of e-
commerce and gauge their impact on customer satisfaction. Noteworthy findings
emanating from the research underscored that factors such as the selection of shipping
methods, the ease of payment processes, precise product delivery, and the provision of
adequate customer service collectively exerted a direct influence on the customer's
inclination toward re-purchase behavior.
2.3. Discussion about previous studies
In the continuum of antecedent logistics research, the extant literature
predominantly engages in domestic inquiries, exploring the multifaceted implications
of logistics on domestic customer satisfaction. However, there are limited papers that
are notably scarce in evaluating the repercussions of international logistics on domestic
populace contentment. From this discerned research gap, we embark on an
investigative journey into international logistics, seeking to delineate its nuanced
influence on domestic customer satisfaction. Our specific focus centers on
meticulously scrutinizing the impact of Chinese logistics services on the shopping
experience and the ensuing satisfaction of consumers in Vietnam.
Furthermore, within the contextual milieu of antecedent research articles in
Vietnam, a palpable gap persists concerning detailed investigations into the specific
determinants of Chinese logistics and their consequential effects on the repurchase
intentions of Vietnamese consumers across diverse e-commerce platforms amid the
cross-border e-commerce. Our research endeavors to conduct a comprehensive analysis
of the relationship between Chinese logistics and the purchasing behavior of residents
in Da Nang on Vietnamese e-commerce platforms. This endeavor aspires to impart
valuable insights, empowering Vietnamese businesses to enhance the efficiency of
their logistics systems in alignment with customer needs, thereby augmenting both
customer satisfaction and repurchase intentions.
Within the expanse of research articles addressing logistics in the commodity
industry, prior studies exhibit a tendency to lack granularity, often eschewing detailed
exploration at the requisite level for each specific field or industry. This observed gap
underscores the exigency for more profound investigations into the influencing factors
5
of logistics services within commodity industries. To address this lacuna, our research
article endeavors to furnish a meticulous research on the factors of logistics services,
with a specific concentration on the fashion industry. This strategic focus aspires to
make a substantive contribution toward bridging extant knowledge gaps, fostering a
profound understanding of the determinants governing consumer satisfaction and
repurchase intentions within this distinctive fashion sector.
3. Research objective
The present study aims to research the effect of logistics factors on re-purchase
intention in the Chinese fashion industry in Da Nang on e-commerce platform. Further
the research gives some suitable suggestions for for Logistics service providers in
general as well as Logistics service providers in particular to increase Logistics
customer satisfaction and intention to repurchase in fashion businesses on e-commerce
platforms.
4. Research subject
The impacts of Chinese logistics on repurchase intention in e-shopping platform:
the case of the fashion industry in Da Nang
5. Research scope
- Research subject: Repurchase intention of Da Nang people, Chinese Logistics,
fashion industry, e-commerce platforms, and the relationship between them.
- Respondents: Citizens in Da Nang
- Time scope: Research implementation time is from September 2023 to
December 2023.
- Space scope: The research was conducted in Da Nang City.
- Research fields: Logistics, e-commerce, purchase intention, fashion industry
6. Research methodology
Authors synthesize theories and results from previous researchers related to the
research topic to propose hypotheses and build a research model. The research method
is carried out on this topic through quantitative research. Collected data from a
structured questionnaire will be analyzed on SPSS software to perform statistical
analysis: descriptive statistics, reliability assessment of Cronbach's Alpha, exploratory
factor analysis (EFA), Correlation coefficient test, and Bootstrap.
7. Research structure
The structure of this research includes 6 Chapters. Specifically, Chapter I is
Introduction, Chapter II is Theoretical Review, Chapter III is Research Methodology,
Chapter IV presents Results, Chapter V includes Discussion and Chapter VI provides
Conclusion and limitations of the research.
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CHAPTER II. THEORETICAL REVIEW
1. Definitions
1.1. Logistics
Logistics encompasses a range of functions that span from the manufacturing
stage to the point of consumption. These logistic functions include customer service,
demand forecasting, order handling, material and inventory management, packaging,
post-sale support, procurement and supply, transportation and distribution, storage,
handling, and traffic management (Çancı and Erdal, 2003). Essentially, logistics
service refers to activities that generate economic value, such as possession, time, and
location benefits, within the product/service flow between buyers and sellers.
As the logistics process has evolved and gained importance, the concept of
logistics service has broadened to include three levels of satisfaction: (1) the initial
satisfaction of delivering ordered products or services, (2) the secondary satisfaction of
providing post-sale maintenance and technical updates, and (3) the third satisfaction of
managing waste and promoting environmental sustainability. Early definitions of
logistics service primarily considered the supplier's perspective, but recent definitions
strive to include the customer's viewpoint. Heskett advocates for the ideal logistics
service to encompass physical aspects like transportation and warehousing, along with
service delivery that includes on-time delivery and fulfilling higher-order needs
(Heinritz, S. F. & P. V. Farell.). On the other hand, Perreault and Russ define customer
service as a combination of interconnected activities between customers and suppliers
that provide time and location advantages and guaranteed product quality (Perreault,
W. D Jr. & A. Russ, F, 1976). This underscores that logistics service plays a role in
maintaining product availability. Furthermore, Lalond and Zinszer propose that
logistics service represents a business philosophy that governs and manages all factors
impacting the balance between predetermined costs and services (Lalonde, B.J. &
Zinszer, P.H., 1976).
In summary, logistics service involves creating time and location benefits in the
process of delivering products or services from suppliers to customers while adhering
to trade terms. Providing effective logistics service necessitates an understanding of
varying customer service demands, which should inform differentiated business
strategies. This study investigates four factors influencing customer satisfaction within
the context of e-commerce platforms:
Shipping cost:
Shipping costs are sometimes used for segmented pricing involving the retailer
dividing the overall product price into a net product price and shipping costs. This
approach is largely motivated by various laboratory experiments demonstrating that
segmented prices have a beneficial impact on consumers' purchase intentions (Xia, L.,
& Monroe, K.B. , 2004), result in lower total recall costs (Morwitz, V.G., Greenleaf,
E.A. & Johnson, E.J. Divide, 1998), and positively influence product evaluations
(Johnson, M.D., Herrmann, A., & Bauer, H. , 1999).
Time of shipment:
7
Time of shipment is one of the factors that determine logistics service quality, as
has been clarified in existing literature. It is characterized by the punctual fulfillment of
customer orders (Zailani, S., Jafarzadeh, S., Iranmanesh, M., Nikbin, D., & Selim, N. I.
I., 2018). The time of shipments is closely linked to operational processes including
receiving, sorting, and dispatching, with particular emphasis on the choice of
transportation method (Yang, Y., & Wang, R. , 2019). Time of shipment can be
considered in four aspects: total logistics cycle time, total manufacturing cycle time,
delivery cycle time, and new demand response time (Garcia, F. A., Marchetta, M. G.,
Camargo, M., Morel, L., & Forradellas, R. Q., 2012). Total logistics cycle time
represents the average time from when an order is placed to when it arrives at the
customer's designated location. Total manufacturing cycle time includes the average
time required to create the product, including the quality assurance and packaging
phases. Delivery cycle time includes factors such as vehicle loading or unloading and
traffic-related delays. Many studies across different sectors have identified a positive
correlation between the time of shipment and increased customer satisfaction,
(Esmaeili, A., Kahnali, R. A., Rostamzadeh, R., Zavadskas, E. K., & Ghoddami, B. ,
2015)
E-payment:
When the emergence of electronic commerce (EC) necessitated the development
of electronic payment services, conventional cash-centric and account-centric payment
mechanisms served as a conceptual framework. Concurrently, novel intermediaries
emerged to effectively address the evolving requirements of online merchants and
consumers (Dahlberg, T et al, 2008). In this context, electronic payment (e-payment) is
delineated as the conveyance of electronic monetary value from a payer to a payee
utilizing an electronic payment mechanism (Kim, C. et al, 2010). E-payment services
manifest as web-based user interfaces facilitating remote customer access and
management of their banking accounts and transactions (Weir, C. S., Anderson, J. N.,
& Jack, M. A. , 2006).
Order accuracy:
Order accuracy is highly valued by customers, who expect the products they order
to be delivered exactly as specified in terms of both quantity and quality. It is crucial
that the correct products, in the correct quantities, are delivered to the customer,
without any substitutions. The concept of order accuracy relates to the extent to which
the delivered products align with the customer's expectations (Politis and colleagues,
2014). In the realm of logistics and customer service, it is imperative for the logistics
service provider to deeply grasp and flawlessly execute the specific services requested
by customers, as emphasized in the research by Jang et al (Jang and colleagues, 2014).
1.2. E-commerce: (Logistics, 2022)
Digital commerce, often referred to as e-commerce, entails the exchange of
goods, services, funds, or information through electronic networks, chiefly the Internet.
These commercial transactions manifest in a range of styles: consumer-to-consumer
(C2C), business-to-consumer (B2C), and business-to-business (B2B). Consumers
8
engage online stores in e-commerce via personal devices to peruse offerings and make
purchases.
An e-commerce platform serves as a crucial tool for managing digital businesses,
catering to a spectrum of enterprises from small-scale ventures to large corporations.
Furthermore, retail e-commerce applications employ diverse online marketing
strategies to attract users, such as email campaigns, digital catalogs, shopping carts,
Electronic Data Interchange (EDI), file transfer protocol, web services, and mobile
applications.
1.3. Cross-border e-commerce (CBEC):
Cross-border e-commerce (CBEC) delineates a digital commercial paradigm
wherein buyers and sellers are situated in distinct nations or territories. This intricate
global trade occurs through e-commerce platforms, digital payment methods, and
cross-border logistical networks (Nhan, 2023). Essentially, CBEC represents an
evolutionary step in the trajectory of e-commerce, commonly known as international e-
commerce. Although CBEC transactions unfold on online platforms akin to
conventional e-commerce setups, notable disparities exist across various dimensions,
including logistics, customs regulations, cybersecurity protocols, customer relationship
management practices, and payment methodologies (Bidyut B. Hazarika, Reza
Mousavi, 2022).
1.4. Repurchase intention:
According to Tsai H.T and Huang, H.C. in 2007, one of the important factors in
creating a competitive advantage in the market is customer retention (Tsai, H. T., &
Huang, H. C., 2007). This is the premise for promoting Re-purchase Intention, which is
the process by which customers primarily rely on past purchasing experiences to make
decisions to purchase goods or services from the same firm (Hellier, P. K., Geursen, G.
M., Carr, R. A., & Rickard, J. A, 2003). Therefore, customers tend to develop high
repurchase intention when they have met their desired value (hedonic and utilitarian)
and are satisfied with their previous purchases from the same company (Park, C. H., &
Kim, Y. G., 2003).
1.5. Customer satisfaction:
According to ASQ in 2023, customer satisfaction is a measure that determines the
level of happiness and satisfaction with a company's products, services, and capabilities
(ASQ, 2023). As a result, this has a profound impact on the success of an organization
since the organization wants to satisfy the needs and wants of customers by producing
goods and services. Some researchers have considered that satisfaction is a quasi-
attitudinal construct (Bagozzi, R. P., Gopinath, M., & Nyer, P. U., 1999), while others
believe that it is an attitude (Fournier & Mick, 1999). Besides, satisfaction also impacts
and affects repurchase intention, which is vital in e-commerce (Oliver, 1980).
9
2. Theoretical Framework
2.1. Theory of Reasoned Action (TRA):
In 1980, Fishbein and Ajzen first offered The theory of reasoned action (TRA).
According to TRA, individuals will collect and evaluate the existing information
system and from there decide whether or not to perform the behavior. TRA also
believes that behavioral intention directly determines behavior and behavioral intention
is influenced by subjective norms and attitudes.
Attitude toward behavior is a person's positive or negative feelings or evaluations
of carrying out a particular behavior. This is a function based on the individual belief
(the cognitive component) along with the individual's evaluation of certain outcomes
when performing a certain behavior (Fishbein, M & Ajzen, 1980). Additionally,
subjective norms are a function of the beliefs of an individual along with the
individual's willingness or motivation to conform to others (influential individuals or
groups) who think she/he should or should not participate or perform in this given
behavior (Fishbein, M & Ajzen, 1980). As a result, this theory is advised for
researching customers' behaviors that affect purchase intention.
2.2. The Theory of Planned Behavior (TPB)
Theory of Planned Behavior (TPB) was developed and improved from Ajzen &
Fishbein's TRA theory of reasoned action, which supposes that someone's behavior can
be explained and predicted by their tendencies to perform that behavior (Wayne W.
LaMorte, 2022).
There are three factors that have an impact on TPB: subjective norms, perceived
behavioral control and attitude toward the behavior. Attitude towards behavior is
understood as the degree of positive or negative evaluation of an individual's
performance. The second factor is subjective norms, which refers to the pressure that
society imposes on each individual to take or not take action. Subjective norms are
influenced by the expectations of those around you such as family, friends,
colleagues,... Finally, the Theory of Planned Behavior (TPB) was built by Ajzen by
adding the element of cognitive behavioral control to the TRA model. The cognitive
behavioral control component represents the difficulty or ease of performing a specific
behavior in an individual's awareness; it depends on the opportunities and resources
available to perform the behavior. Predicting and explaining consumer behavior in the
same research content and context, the TPB Model is considered more optimal than the
TRA model. Adding the element of cognitive behavioral control helps the TPB model
overcome the disadvantages of the TRA model.
TPB is the basis for a number of studies on online choice and purchasing
behavior (Battacherjee, 2000); (George, 2004); (Limayem, M., Khalifa, M., & Frini,
A., 2000); (Pavlou, 2003); (Suh, Han, 2003). These studies indicate that the TPB model
is useful in explaining customers' online purchase intentions. Therefore, it can be
concluded that the TPB model is suitable for this research topic.
10
2.3. Technology acceptance model theory (TAM):
Inheriting the theory of reasoned action (TRA) of Fishbein and Ajzen, in 1989,
Davis, Bogozzi, and Warshaw established the Technology Acceptance Model (TAM).
This model clarifies the factors that determine the behavior of technology users in
accepting the use of information technology. Original TAM model is predicted based
on two factors: PEU (perceived ease of use) and PU (perceived usefulness). According
to F. D. Davis, R. P. Bagozzi, & P. R. Warshaw (1989), PU is understood as the degree
to which a user believes that utilizing a certain system would increase their
productivity. PEU is known as the degree to which a user believes that using a
particular system will be simple (F. D. Davis, R. P.Bagozzi, & P. R.Warshaw, 1989).
Research results of the original TAM model show that PU and PEU both have an effect
on consumers' intention of using technology, with PU being the main determinant, and
PEU being the secondary determinant, while attitude only partially mediates the impact
on technology users' intention to use (Hop, 2019). TAM model theory is not only
applied to research in the field of information systems but also in studies on predicting
online shopping intentions and behavior (Chen and Tan, 2004). Based on the TAM
model theory, conduct research on customer satisfaction in online shopping.
3. Proposing Research Model
After reviewing previous studies on the factors of logistics influencing re-
purchase intention to buy products from e-commerce platforms, we have identified and
compiled the independent and mediating variables, which are summarized in the table
below:
Type of
Variables Sources
variable
The reliability of
Vu Thanh Long (2020) Independent
logistics services
The timeliness of Vu Thanh Long (2020)
Independent
logistics services Ngo Duc Chien (2022)
The after-sales service Vu Thanh Long (2020)
Independent
of logistics services Kaya and Turğut (2018)
Kaya and Turğut (2018)
Distribution Ta Thi Yen, Nguyen Thi Thuy Trang, Independent
Tran Tuan Anh (2022)
Shipping cost Ngo Duc Chien (2022) Independent
Changsu Kim, Wang Tao, Namchul
E-payment Shin, Ki-Soo Kim (2010) Independent
Ngo Duc Chien (2022)
11
Siber Akıl, Mustafa Cahit Ungan

Order Accuracy Independent
(2022)
Logistics service
Ye Bihua (2021) Independent
guarantee
Customer Satisfaction Yingxia Cao, Haya Ajjan, Paul Hong
Mediator
(2017)
Chao Min Chiu, Eric TG Vương, Yu-

Hui Fang, Hsin-Yi Huang (2012)
Repurchase intention Kaya and Turğut (2018) Dependent
Sullivan, Yulia W., Kim, Dan J.
(2018).
Consumer purchase Shayaan Asghar and Bahri Mahmud
Dependent
intention (2020)
Table 1. Variables have been examined in previous studies

After reviewing the above studies, we selected logistics factors that affect
repurchase intention through customer satisfaction including Shipping cost, Time of
shipment, E-payment, Order Accuracy.
First, we did not choose the consumer purchase intention variable because, during
the research process, we realized that there were many previous research articles
studying logistics factors that affect purchase intention. To avoid duplicating research,
we decided to research the factors of logistics that impact consumers' repurchase
intentions. Besides, we did not choose the logistics service guarantee variable because
this variable is generally about logistics service quality. We want to examine how each
aspect of logistics impacts customers' repurchase intention through the mediating
variable of customer satisfaction. Additionally, distribution includes general
consideration of time, location, and correctness of orders, therefore, we chose the
variables shipping cost, time of shipment, e-payment, and order accuracy to be able to
study clearly and in detail each aspect of logistics services.
Due to time and resource constraints, we do not consider the remaining variables
including The reliability of logistics services, The timeliness of logistics services, and
The after-sales service of logistics services, have an impact on purchase intention or
not. Limited studies and theoretical frameworks exist for these variables.
12
Figure 1. Research model

4. Hypothesis Development
4.1. Relationship between shipping costs and customer satisfaction:
In the industrialization era, the rise of logistics has necessitated a greater focus on
ensuring customer satisfaction. The primary challenges faced by logistics companies
include elevated distribution costs, extended transit durations, and inefficient payment
processes (Muhammad Imrana and colleagues, 2018). Delivery charges can be affected
by a reasonable cost typically charged by the customer, and this can influence their
level of satisfaction. Distribution fees are modest, customer satisfaction tends to rise,
while conversely, elevated distribution fees tend to lower customer satisfaction.
Customers often assess the distribution cost in relation to the perceived product value
and the convenience of the service. As long as lowering distribution fees results in
higher customer satisfaction, the quality of the delivery service remains
uncompromised (Chien, 2022).
H1: There is a positive relationship between low transportation costs and
logistics customer satisfaction.
4.2. Relationship between time of shipment and customer satisfaction:
Transit time is a crucial logistical factor that has a significant impact on customer
satisfaction (Lina et al, 2014). Transit time is the duration it takes between the time
when a customer makes an order and the actual delivery (Muhammad Imrana and
colleagues, 2018). Time of shipment includes order response time, order processing
time of online sellers, product delivery time and post-delivery completion time. Short
shipment times create a positive impression of shipping companies that encourage
customers to make purchases via online sales services. Customer dissatisfaction with
13
logistics has a detrimental effect on the performance of logistics companies.
Consequently, sellers place a high value on efficient transit times because they can
profoundly influence customer satisfaction, customer loyalty, and purchase intention
(Muhammad Imrana and colleagues, 2018).
H2: There is a positive relationship between low transportation time and logistics
customer satisfaction.
4.3. Relationship between e-payment and customer satisfaction:
E-payment in logistics has an effect on customer satisfaction. When customers
buy online, they also need an online payment mechanism. It is called electronic
payment. That is where payment processors and gateways come in. Electronic
payments are more convenient than cash payments. Besides, it also eliminates many
insecurity issues that arise due to currency payments.
An electronic payment system with a simple, easy-to-use interface, fast
processing speed, safety and high reliability will enhance customer satisfaction when
shopping through e-commerce platforms. From those factors, customers' repurchase
intention will increase.
H3: E-payment has a positive relationship with logistics customer satisfaction.
4.4. Relationship between order accuracy and customer satisfaction:
The precision of courier services holds a direct bearing on the accuracy of orders
received by clients (Hendayani and colleagues, 2020). The return of products is
intricately tied to how accurately customers perceive their orders, as evidenced in the
study conducted by Xing et al (Xing and colleagues, 2011). Moreover, the impact of
inconsistencies in orders on customer satisfaction is not uniform and varies across
regions due to differing tolerance levels for errors, according to Mentzer et al (Mentzer
and colleagues, 2004). Studies across diverse industries, including the work of
Chaisaengduean (2019), have consistently revealed a positive correlation between
order accuracy and customer satisfaction (Chaisaengduean, 2019)
H4: There is a positive relationship between order accuracy and customer
satisfaction.
4.5. Relationship between customer satisfaction and repurchase:
Customer satisfaction plays a key role in a customer’s likelihood to make a
repurchase intention. The greater the level of customer satisfaction, the stronger their
intention to repurchase. There is a direct correlation between customer satisfaction and
their intent to buy again. Hence, it is crucial to recognize that customer satisfaction
significantly contributes to determining a buyer's intention to make repeat purchases
(Tamilla Curtis an colleagues, 2011).
H5: Satisfaction has a positive relationship with repurchase intention.
14
CHAPTER III. RESEARCH METHODOLOGY
1.1. Research process
Figure 2. Research process

In the initial phase of this research, the authors delineated the research topic
grounded in the motivation driving the study, subsequently formulating research
objectives. Exploration of the theoretical underpinnings and preceding empirical
studies informed the construction of a theoretical framework, ultimately leading to the
formulation of a well-suited research model and scale. Once hypotheses were
developed, the authors referred to established measurement scales and indicators to
quantify the factors within the model. Simultaneously, interviews were conducted with
several individuals to assess the appropriateness of the measurement scales and to
implement adjustments as needed.
Subsequent to this preparatory stage, the authors designed a questionnaire, which
was subsequently disseminated online. After meeting the required sample size, the
collected data underwent analysis using IBM SPSS 26. The analysis aimed to analyze
the obtained data and test the research hypotheses. The outcomes of this analysis were
then discussed by the authors, leading to the formulation of recommendations based on
the research findings.
1.2. Measurement scales
In this study, we use the Likert Scale, a commonly used scale to study the
opinions, behaviors, and perceptions of a group of subjects. A 5-level Likert scale is
used based on responses with 05 increasing levels of satisfaction/agreement
15
corresponding to each question. It was invented by American social scientist Rensis
Likert in 1932. We have clearly defined and described the levels or points on the scale,
from the lowest to the highest values, for clear understanding. more about the level of
variation of research factors. Therefore, we use a 5 level scale: 1 - Completely
Disagree; 2 - Disagree; 3 -Neutral; 4 - Agree; 5 - Completely Agree. Because there is
always a neutral choice, using a 5-level scale is reasonable and ensures objectivity. To
increase the accuracy and specificity of the research, we do not use scale 3 because it
lacks flexibility and does not use scale 7 because it easily causes confusion. This helps
us analyze and interpret the results in a meaningful and scientific way. The important
variables that have been selected and measured are integrated into this scale including
4 independent variables, 1 intermediate variable, and 1 dependent variable. Based on
the analysis of aspects and previous research articles, we built 4 independent variables
with 18 items, 1 intermediate variable with 4 items, and 1 dependent variable with 3
items.
Symbol
Measure Measurements items References
s
I often receive promotional codes

SC1 for discounts or free shipping when
buying fashion from China.
(comScore, 2014),
The shipping fees of fashion items (Reibstein, 2002), (Lina
SC2 from China on e-commerce et al, 2014),
Shipping
platforms are lower than I thought.. (Muhammad Imrana and
cost
colleagues, 2018),
(Hameed and
I am willing to switch to shopping colleagues, 2018)
for fashion items from China
SC3
because of the shipping cost
incentives.
Time of (Lina et al, 2014),

shipment (Muhammad Imrana and
colleagues, 2018),
The time from ordering to receiving (Hameed and
TS1
goods is relatively short. colleagues, 2018) (Tran,
2022), (M. Imran,
2019), (A. Luhur Prianto
and colleagues, 2020),
(W. Xia and Y.
TS2 Delivery time is fast as expected. Tingting, 2016), (A. Ali
16
I can choose the shipping method

TS3
that suits my desired time.
I can choose my preferred delivery

TS4
time.
and M. Haseeb , 2016),
(Ma, 2017)
Delivery time promptly met my
TS5
needs.
(Lina et al, 2014),

(Muhammad Imrana and
E-payment is supported by many colleagues, 2018),
EP1
different methods and card types. (Hameed and
colleagues, 2018)
Payment services are always

EP2
available at any time.
E-payment (Lina et al, 2014),
(Muhammad Imrana and
The site typically displays the
EP3 payment information and the final colleagues, 2018),
payment amount. (Hameed and
colleagues, 2018),
(Changsu Kim and
Your personal information has not colleagues, 2010)
been released to other third parties
EP4
by e-payment service providers for
any other purposes.
Order Products are delivered in (Siber Akıl et al, 2022)

accuracy OA1 accordance with the type of goods
as ordered.
Products are delivered in

OA2 accordance with the product
description.
OA3 Products are delivered in the correct

quantity as ordered.
17
Products are delivered in

OA4 accordance with the quality as
ordered.
Products are carefully packaged

OA5 according to the requirements as
ordered.
I am satisfied with the above

CS1 service quality of e-commerce
platforms.
(comScore, 2014),
Customer I am satisfied with my experience (Reibstein, 2002),
satisfaction CS2 (Lassar and colleagues,
on e-commerce platforms.
2000)
I will continue to use the logistics of
CS3
e-commerce platforms.
I intend to repurchase fashion items

RI1 from China on e-commerce
platforms in the future.
I plan to continue using e- (Flavián & Guinalíu, 2006),

Repurchase commerce platforms to purchase (Parasuraman et al,
RI2
intention fashion items from China in the 2005), (Gefen, 2000),
future. (Jarvenpaa et al, 2000)
I intend to repurchase fashion items

RI3 from China on e-commerce
platforms more often.
Table 2. Measurement scale

1.3. Questionnaires design
The research questionnaire is structured into four segments. The first section
articulates the survey's objectives and the invitation to participate to help surveyors
visualize the content of the survey. In the next part, we survey whether users have ever
purchased fashion products from China on Vietnamese e-commerce platforms, coupled
with determining whether they are people living and working in Da Nang City or not.
The third section encompasses the collection of personal data, including gender, age,
job, and shopping levels. The final part includes questions corresponding to each scale
encompassing shipping cost, time of shipment, e-payment, order accuracy, customer
18
satisfaction, and repurchase intention. The author also inserted a trap question
(attention check) into this section to filter out careless respondents. All items are
measured using a 5-point Likert scale, ranging from "Strongly Disagree" (1) to
"Strongly Agree" (5). The questionnaire is initially formulated in English and
subsequently translated into Vietnamese to facilitate comprehension for consumers in
Da Nang. Furthermore, the questionnaire is designed with visual appeal and simplicity
to optimize respondent engagement.
The translation of the questionnaire and relevant documents into Vietnamese was
undertaken for the purpose of executing research in the Da Nang market. To ensure
translational accuracy, a parallel translation approach was implemented. Initially, an
individual researcher and a professional translator independently translated the English
questionnaire into Vietnamese versions. Subsequently, a comparative analysis was
conducted on the two versions, with any disparities resolved through consensus. The
resulting consensus version underwent thorough review and refinement by an
additional bilingual academic to maintain translation precision. Additionally, the
translation process considered semantic validity, aligning with the methodology
proposed by Brenman et al. (2005). Nevertheless, situations arose where no precise
term bridging the English and Vietnamese languages existed. In such instances, we
followed the recommendation by Brennan et al. (2014) to provide detailed descriptions,
mitigating potential ambiguities, as outlined by Nguyen AT (2018).
1.4. Data collection and sampling method
The survey was conducted in November 2023 in Da Nang City of Vietnam to
prove the proposed hypotheses. The questionnaire is distributed through online
platforms after being built by the authors via Google Form. The survey link was sent
through the Facebook network to collect data.
People receiving the survey are those who are living, studying, and working in Da
Nang city. For the group of students, the survey link is shared with the authors’ friends
from high schools and universities all over the Da Nang city, and then ask these people
to introduce or identify other students for further survey. In addition, the authors also
post the link in a few university student groups on Facebook to ask for responses. For
those other than students, the authors ask for the support of colleagues at work or
family members to complete the survey by sharing the link through their social media.
After having met the target of the number of samples, the authors used the statistical
software SPSS 20 to analyze the collected data and test the research hypothesis.
At the end of the survey, the authors obtained a sample set of 177 observations.
After sifting through the trap question ("Please choose Disagree on this question”), the
authors obtained 163 observations that met the conditions to continue performing the
data analysis.
According to Green (1991), the minimum number of subjects required to conduct
multivariate regression analysis can be calculated based on the formula n ≥ 50+8m,
where n is the number of subjects and m is the number of explanatory variables. The
model proposed by the authors has a total of four explanatory variables, that is, a
19
sample of 82 participants is considered to be sufficient to perform the regression. In
addition, this study also applied exploratory factor analysis (EFA) to analyze the
collected data. According to Hair et al, (2010), the study needs a sample set with a
minimum of 5 times the number of observed variables to be considered significant
(Hair et al, 2010). The model proposed by the authors in this study has a total of 18
indicators, that is, a sample set of at least 90 observations is required. According to
both of the above criteria, with a sample of 163 observations, the research model is
eligible to perform data analysis and test the proposed hypotheses.
2. Data analysis method
Descriptive statistics method
Upon the accumulation of sufficient data, a coding process will be employed to
derive observations aligning with the filtering question's stipulated conditions,
facilitating subsequent analysis. The descriptive statistics method is utilized to
delineate fundamental attributes of Da Nang citizens expressing an inclination to
repurchase fashion items from China. The outcomes of the descriptive statistical
analysis are conveyed through percentages, contextualized within the characteristics of
the respondent group. Furthermore, the descriptive statistics furnish insights into the
maximum value, minimum value, average value, and standard deviation pertaining to
each indicator within the factor scale.
Cronbach's Alpha Test
An analysis of the Cronbach Alpha coefficient is employed to assess the
reliability of the scales utilized, concurrently elucidating the substantial contributions
of individual indicators to each researched concept. The utilization of the Cronbach
Alpha coefficient in research holds significance by aiding in the identification and
elimination of indicators yielding inconsistent results. This process serves as a
foundational step for selecting statistically significant indicators, guiding the
subsequent analytical procedures EFA discovery factor (Tho and Trang, 2009).
Two criteria are applied to ascertain the confidence level of a scale based on the
Cronbach Alpha coefficient: firstly, if the value of the Cronbach Alpha coefficient is
greater than or equal to 0.6 (α≥0.60) and the correlation coefficient The sum of the
observed variables is greater than or equal to 0.3. Meeting these criteria suggests that
the scale's indicators effectively measure the designated factor, establishing high
reliability. Consequently, such a scale can be deemed suitable for gauging factor
measurements in the context of the research (Hair et al, 2010).
EFA - Exploratory Factor Analysis
Following the Cronbach Alpha test, the authors employ EFA (Exploratory Factor
Analysis) to condense the indicator variables into a constrained set of factors. Prior to
conducting the EFA analysis, certain statistical prerequisites must be met. Specifically,
the Kaiser-Meyer-Olkin (KMO) value should attain a threshold of 0.5 or higher (0.5 ≤
KMO ≤ 1), which serves as a sufficient condition for the appropriateness of factor
analysis. Additionally, the percentage of variance must exceed 50%, and the
20
Eigenvalue coefficient must equal or surpass 1, as outlined by Pham Loc blog in 2022
(Lộc, n.d.).
The technique of extraction, coupled with Varimax rotation, is applied to models
exclusively featuring independent and dependent variables. Accordingly, this study
employs these techniques for the execution of exploratory factor analysis. As
elucidated by Hoang Trong and Chu Nguyen Mong Ngoc in 2008, unrotated factor
matrices may reflect coefficients with multiplier loads, but this technique is less likely
to yield factors that can be unequivocally, clearly, and coherently correlated with other
variables (Hoàng, T., & Chu, N. M. N, 2008). Hence, Varimax rotation is employed to
generate factor matrices that are more comprehensible and interpretable.
The Pearson correlation method
Statistical examinations, such as the Pearson Chi-square, are employed to
ascertain the distribution of characteristics within the research sample, thereby
elucidating the research criteria. Prior to conducting regression analysis, a pivotal step
involves the analysis of the Pearson correlation coefficient. This is imperative because
one of the prerequisites for performing regression is the manifestation of correlation
between independent and dependent variables in the research model. The objective of
the Pearson test is to assess the linear relationship between predictor variables and
outcome variables. The proximity of the Pearson coefficient to 1 signifies a stronger
correlation between the two variables.
To expound further, if the Pearson coefficient falls below 0.2, the two variables
are concluded to have no correlation. A coefficient ranging between 0.2 and 0.4
suggests a weak correlation relationship, while a coefficient between 0.4 and 0.6
indicates an average correlation between the two tested variables. A Pearson
coefficient ranging from 0.6 to 0.8 implies a strong correlation, and when the
coefficient ranges from 0.8 to 1, it can be concluded that the two variables exhibit a
very strong correlation. The significance of the Pearson correlation coefficient (r) is
established only when the observed significance level (sig.) is less than the designated
significance level α = 5%.
Bootstrap
Bootstrap is a statistical technique that involves iteratively resampling from a
given dataset and calculating the indirect effect (product a*b) in each resampled
dataset. This iterative process forms a distribution of the product a*b, providing a
confidence interval for the relationship of indirect effects (Preacher and Hayes, 2004).
Numerous studies have demonstrated the superior effectiveness of bootstrap
methods compared to the Sobel Test and other techniques in assessing mediator
relationships (Williams & MacKinnon, 2008; Preacher & Hayes, 2008; Zhao, Lynch &
Chen, 2010). Unlike the Sobel Test, which necessitates a large sample size and
assumes normal data distribution, Bootstrap mitigates these limitations (Hayes, 2009).
Consequently, the current trend favors the use of Bootstrap over the Sobel Test for
handling intermediate variables in research analysis.
21
CHAPTER IV. RESULTS
1. Descriptive statistical analysis
After the acquisition of 177 surveys, the researchers inputted the data into
Microsoft Excel and subsequently filtered out responses deemed inappropriate.
Question 20 of the survey specifically addressed the removal of such unsuitable
responses. The authors systematically conducted an analysis to identify and eliminate
14 ineligible answers, resulting in the retention of 163 valid responses. Subsequently,
all collected data underwent encoding and was entered into SPSS. The initial stages of
the study involved the implementation of descriptive analysis techniques by the
authors.
Demographic criteria Quantity Percentage
Have ever bought fashion products Yes 173 97,7%

from China on e-commerce
platforms No 4 2,3%
Yes 163 94,2%

Are a resident of Da Nang city
No 10 5,8%
Male 28 17,2%
Gender Female 130 79,8%
Other 5 3,1%
Below 18 years old 4 2,5%
18- 24 years old 134 82,2%
Ages 25- 34 years old 14 8,6%
35- 50 years old 10 6,1%
Above 50 years old 1 0,6%
Occupation Pupil 6 3,7%
Student 127 77,9%
Office staff 13 8,0%
22
Worker 7 4,3%
Homemaker 4 2,5%
Other 6 3,7%
1-3 times a month 103 63,2%
Above 4 times a
Frequency 46 28,2%
month
Other 14 8,6%
Table 3. Demographic descriptive statistical analysis

2. Cronbach's Alpha test
2.1. Shipping cost
The Cronbach's Alpha index of shipping cost variable is 0.789 > 0.6. In addition
the Corrected Item- Total Correlation of every item > 0.3 and the Cronbach’s Alpha If
Item Deleted < the Cronbach’s Alpha. All items meet Cronbach's Alpha analysis,
therefore all shipping cost items are satisfied and included into the EFA analysis.
Figure 3. Cronbach's Alpha analysis of shipping cost

2.2. Time of shipment
The Cronbach's Alpha index of time of shipment is 0.837 > 0.6. In addition the
Corrected Item- Total Correlation of every item > 0.3 and the Cronbach’s Alpha If
Item deleted < the Cronbach’s Alpha. All of the items in time of shipment are eligible
for conducting the EFA analysis.
23
Figure 4. Cronbach's Alpha analysis of time of shipment

2.3. E-payment
The Cronbach's Alpha index of e-payment variable is 0.877 > 0.6. In addition the
Corrected Item- Total Correlation of every items > 0.3 and the Cronbach’s Alpha If
Item Deleted < the Cronbach’s Alpha except for EP4 item in which it’s the Cronbach’s
Alpha If Item deleted (0.928) > the Cronbach’s Alpha (0.877). Therefore this item
must be removed. All remaining items in the E-payment variable that met Cronbach's
Alpha analysis were put into EFA analysis.
Figure 5. Cronbach's Alpha analysis of e-payment
24
2.4. Order accuracy
The Cronbach's Alpha index of order accuracy variable is 0.905 > 0.6. In addition
the Corrected Item- Total Correlation of every item > 0.3 and the Cronbach’s Alpha If
Item Deleted < the Cronbach’s Alpha. All items meet Cronbach's Alpha analysis,
therefore all order accuracy items are satisfied and included into the EFA analysis.
Figure 6. Cronbach's Alpha analysis of order accuracy

2.5. Customer satisfaction
The Cronbach's Alpha index of customer satisfaction variable is 0.855 > 0.6. In
addition the Corrected Item- Total Correlation of every item > 0.3 and the Cronbach’s
Alpha If Item Deleted < the Cronbach’s Alpha. All items meet Cronbach's Alpha
analysis, therefore all of the items in the customer satisfaction variable are eligible for
conducting the EFA analysis.
25
Figure 7. Cronbach's Alpha analysis of customer satisfaction

2.6. Repurchase intention
The Cronbach's Alpha index of repurchase intention variable is 0.874 > 0.6. In
addition the Corrected Item- Total Correlation of every item > 0.3 and the Cronbach’s
Alpha If Item Deleted < the Cronbach’s Alpha. All items meet Cronbach's Alpha
analysis, therefore all repurchase intention items are satisfied and put into the EFA
analysis.
Figure 8. Cronbach's Alpha analysis of repurchase intention

3. Exploratory factor analysis (EFA)
After eliminating an unreliable item identified through the Cronbach’s Alpha test,
the authors proceeded to include the standardized items in the exploratory factor
analysis. At this stage, our investigation required scrutiny of the KMO and Bartlett's
Test table, ensuring the Kaiser-Meyer-Olkin Measure of Sampling Adequacy index
26
reached 0.914, greater than 0.5 and the Sig coefficient was below 0.05. This indicates
that the results of EFA factor analysis are completely statistically significant.
Figure 9. KMO and Bartlett's Test of EFA

Furthermore, the Eigenvalue of 1.299 is greater than 1, and the total variance
extracted at 68.13% signifies that the three influencing variables in the model elucidate
68.13% of the collected data's variance.
Figure 10. Total variance explained of EFA

Consequently, it can be inferred that the data gathered for the independent
variables is fitting and acceptable for the study. Additionally, the outcomes affirm the
reasonableness of the hypotheses developed from the model.
Subsequently, the authors progressed to the rotated component matrix, a crucial
element for identifying observed variables loaded with multiple factors or those
exhibiting factor differences. While the Cronbach Alpha scale reliability test evaluates
relationships within the same group or factors, it doesn't encompass the connection
between all observed variables in the exploratory analysis.
In examining the rotated component matrix, our study emphasis was placed on
factor loading. If a single factor loading was present in the observed factor, the study
considered whether it exceeded 0.5 or not. Conversely, when two factor loadings were
observed, the authors evaluated the difference between these two factor loadings. To
adhere to the EFA standard outlined by Hair Jr., Black, Babin, and Anderson (2010),
27
this difference needed to exceed 0.3 (Hair et al, 2010). This decision was based on the
observation that all factor loadings, as evident in the rotated component matrix below,
no factors were excluded as they are all greater than 0.3. Additionally, it's noted that
none of the factors exceeded 0.5, reinforcing the adherence to the specified thresholds
during the evaluation.
Figure 11. Rotated component matrix

4. Pearson's correlation analysis
Prior to delving into Pearson's correlation analysis, the authors must generate
representative variables for each variable. This involves utilizing the compute variable
in SPSS to compute the average of each variable. Subsequently, all representative
variables will be encoded in the forthcoming table:
Symbol Expressions Indicator
SC Shipping costs SC1, SC2, SC3
TS Time of shipment TS1, TS2, TS3, TS4, TS5
EP E-payment EP1, EP2, EP3
28
OA Order accuracy OA1, OA2, OA3, OA4, OA5
CS Customer satisfaction CS1, CS2, CS3
RI Repurchase intention RI1, RI2, RI3, RI4
Table 4. Representative of average variables

The illustration below displays the correlation coefficient for the statistical index
assessing the correlation between two variables under consideration. Within this
investigation, the Pearson correlation coefficient is employed to assess the connection
between the independent variable and the dependent variable. According to the
correlation matrix, for the dependent variable repurchase intention (RI), this variable is
influenced by the variables shipping costs (SC), time of shipment (TS), e-payment
(EP), order accuracy (OA) through the intermediate variable customer satisfaction
(CS).
Figure 12. Pearson's correlation analysis

From the data in the image above, Sig = 0.000 < 0.05, the correlation between the
variables is meaningful. Prove that the above variables have a correlation with each
other. The variables of shipping costs, time of shipment, e-payment, and order
29
accuracy have a close correlation with the variables of repurchase intention.
Considering the correlation of other factors with repurchase intention, e-payment has
the strongest correlation with repurchase intention with pearson correlation coefficient
(0.637), time of shipment has the weakest correlation with repurchase intention with
pearson correlation coefficient (0.530).
5. Bootstrap
According to the research model, the authors need to inspect the mediator role of
customer satisfaction on the relationship between shipping cost, time of shipment, e-
payment and order accuracy, and repurchase intention variable.
The authors conducted the Bootstrap method by entering all of the statistics
related to independent, dependent and mediator variables. The result will show the total
effect, direct effect and indirect effect of independent variables on the dependent
variables below:
between shipping cost and repurchase intention
Figure 13. Total effect, direct effect and indirect effects of shipping cost on
repurchase intention through the mediating role of customer satisfaction
The total effect of X and Y shows the impact of the SC on RI without control of a
mediator in which the level impact is 0.5685. They also have a significant relationship
between SC and RI through p index (0.0000) < 0.05 and bootstrap interval (0.4588-
0.6781). The direct effect of X and Y shows the impact of SC on RI with the control of
a mediator in which the level impact is 0.2844. They also have a significant
relationship between SC and RI through p index (0.0000) < 0.05 and bootstrap interval
(0.1508-0.4180) With the control of the mediator, the level of impact of SC on PI has
30
dramatically decreased. Hence, there exists the mediator effect of CS on the
relationship of SC and RI.
With this result, our study has to confirm this statement by using the indirect
effect of independent variables and dependent variables. It can be seen that the
difference between bootLLCI (0.1600) and bootULCI (0.4178) intervals does not
include the zero number. It can be concluded that there exists a mediator effect of CS
on the relationship between SC and RI.
between time of shipment and repurchase intention
Figure 14. Total effect, direct effect and indirect effects of time of shipment on
Similar to the previous bootstrap, our study continues to apply this method to
check the mediator effect of CS on the relationship between TS and RI. The result of
this analysis is show in the following figure:
The total effect of X and Y shows the impact TS on RI without the control of a
between TS and RI through p index (0.0000) < 0.05 and bootstrap interval (0.3754-
0.6245). The direct effect of X and Y shows the impact of the TS on RI with the
control of a mediator in which the level impact is 0.2342. They also have a significant
relationship between TS and RI through p index (0.0002) < 0.05 and bootstrap interval
(0.1135-0.3550). With the control of the mediator, the level of impact of TS on RI has
decreased. As a result, there exists the mediator effect of CS on the relationship of TS
and RI.
effect of independent variables on dependent variables. It can be seen that the
31
difference between the lower-level confidence intervals (BootLLCI: 0.1406) and
upper-level confidence intervals (BootULCI: 0.4136) does not include the zero
number. It can be concluded that there exists a mediator effect of CS on the
relationship between TS and RI.
between e-payment and repurchase intention
Figure 15. Total effect, direct effect and indirect effects of e-payment on
The result of using Bootstrap to apply this method to check the mediator effect of
CS on the relationship between EP and RI will be shown on the following figure:
The total effect of X and Y shows the impact EP on RI without the control of a
between EP and RI through p index (0.0000) < 0.05 and bootstrap interval (0.4405-
0.6450). The direct effect of X and Y shows the impact of the EP on RI with the
control of a mediator in which the level impact is 0.2857. They also have a significant
relationship between TS and RI through p index (0.0000) < 0.05 and bootstrap interval
(0.1628-0.4086). With the control of the mediator, the level of impact of TS on RI has
sharply decreased. Consequently, there exists the mediator effect of CS on the
relationship of EP and RI.
difference between the lower-level confidence intervals (BootLLCI: 0.1561) and
upper-level confidence intervals (BootULCI: 0.3695) does not include the zero
number. It can be concluded that there exists a mediator effect of CS on the
relationship between EP and RI.
32
between order accuracy and repurchase intention
Figure 16. Total effect, direct effect and indirect effects of order accuracy on
The result of using Bootstrap apply this method to checking the mediator effect of
CS on the relationship between OA and RI will show on the following figure:
In the total effect of X and Y that show the impact OA on RI without the control
of a mediator in which the level impact is 0.6084. They also have a significant
relationship between OA and RI through p index (0.0000) < 0.05 and bootstrap interval
(0.4809- 0.7360). In the direct effect of X and Y that show the impact of the OA on RI
with the control of a mediator in which the level impact is 0.1830. They also have a
significant relationship between OA and RI through p index (0.0499) < 0.05 and
bootstrap interval (0.0001-0.3659). With the control of the mediator, the level of
impact of OA on RI has sharply decreased. So that there exists the mediator effect of
CS on the relationship of OA and RI.
difference between bootLLCI (0.2613) and bootULCI (0.6070) intervals do not include
the zero number. It can be concluded that there exists an mediator effect of CS on the
relationship between OA and RI.
CHAPTER V. DISCUSSION
The author's research work was carried out in Vietnam and the sample size of 163
observations has partly contributed to empirical findings for future studies on the
influences on consumers' purchase intention for eco-friendly packaged products.
33
1. Shipping cost, customer satisfaction and repurchase intention
The outcome of this study showed that there is a mediating role of customer
satisfaction in the relationship between shipping cost and repurchase intention. Our
findings also reveal that shipping cost has proven to have a significant influence on
customer satisfaction. This result is in line with several previous studies( (Chien,
2022); (Xia, L., & Monroe, K.B. , 2004)), who discovered that lower distribution fees
results in higher customer satisfaction and consequently increase consumer purchase
intention. Ngo Duc Chien (2022) found that the price of shipping is an important factor
that influences the consumer's satisfaction in Da Nang. Furthermore, it is crucial to
recognize that customer satisfaction significantly contributes to determining a buyer's
intention to make repeat purchases. This finding is parallel with former studies such as
Muhammad Imrana et al (2019), Kashif Abrar et al (2017), O. Pappas et al (2014),
Kun-Huang Huarng and Ming-Feng Yu (2018), and Chinho Lin and Watcharee
Lekhawipat (2013). Therefore, customer satisfaction on logistic services and e-
commerce platforms can encourage repurchase intention for fashion items from China.
Our study found that attributes of shipping cost including the price and
free/discounted, have a positive influence on the repurchase intention of customers.
The appeal of affordable shipping resonates strongly with consumers, influencing their
decision-making process during online shopping. Satisfied customers are more likely to
perceive the overall value of their purchase as higher, creating a sense of trust in the
business. This trust is a catalyst for repeat purchases, as customers are inclined to
return to a platform where they feel their needs are met not only in terms of product
affordability but also in terms of shipping costs and overall satisfaction. Understanding
how these shipping costs influence repurchase intention, with customer satisfaction
acting as a mediator, provides invaluable insights for businesses striving to optimize
their e-commerce strategies.
2. Time of shipment, customer satisfaction and repurchase intention
The results after processing and analyzing data using SPSS software showed that
customer satisfaction mediates the relationship between time of shipment and intention
to repurchase fashion items on e-shopping platforms. Research has clearly shown that
time of shipment and customer satisfaction play an important role in shaping their
repurchase intentions. According to our research, time of shipment has been shown to
have a significant influence on customer satisfaction, which is also consistent with
previous studies, such as the study by Lina et al. (2014) and Muhammad Imran et al.
(2018). According to Lina et al. (2014), time of shipment is an important logistic factor
that greatly affects customer satisfaction (Lina et al, 2014). In particular, Vietnamese
customers when buying Chinese fashion products online show concern about fast or
slow delivery times. Research by Muhammad Imran et al. (2018) demonstrated that the
faster the delivery time, the higher the customer satisfaction (Muhammad Imrana and
colleagues, 2018). This indicates that meeting customer needs and expectations
regarding delivery times can lead to satisfaction. Additionally, research has also
demonstrated that customer satisfaction has a positive influence on repurchase
intention on e-commerce platforms. This finding is compatible with various studies
34
such as Muhammad Imran et al. (2019), Kashif Abrar et al. (2017), O. Pappas et al.
(2014), Kun-Huang Huarng and Ming-Feng Yu (2018), with Chinho Lin and
Watcharee Lekhawipat (2013). This implies that enhancing satisfaction is important to
boost customers' repurchase intention.
Our research highlights that factors related to transit times, such as convenient
delivery times and on-time delivery, have a positive impact on customer satisfaction
and influence the intention to repurchase fashion items. Businesses understand how
shipping costs influence repurchase intention, through customer satisfaction efforts to
optimize their e-commerce strategies.
3. E-payment, customer satisfaction and repurchase intention
The research demonstrates a significant impact of e-payment in logistics on
enhancing customer satisfaction, with customer satisfaction identified as a crucial
factor influencing the link between e-payments in logistics and customers' intentions to
repurchase. The study identifies positive attributes of e-payment in logistics that
contribute to customers' inclination to repurchase. This suggests that satisfied
customers are more likely to consider repurchasing.
These findings align with prior studies by Imran et al. (2018), Mai Ngoc Tran
(2022), and Sunny Sun et al. (2021), emphasizing e-payment as the most influential
factor with a substantial positive impact on customer satisfaction. Insights from
Fatemeh, Sanaz & Reihaneh (2015) highlight the role of modern payment methods in
facilitating faster and easier money transfers, contributing to overall customer
satisfaction. Additionally, research by Hameed et al. (2018) and Shahzad Ahmad Khan
et al. (2021) underscores the significant contribution of e-payments in elevating
customer satisfaction within logistics.
Our study underscores the importance of positive customer satisfaction in driving
increased repurchase intentions among customers of Chinese fashion products on e-
commerce platforms in Danang. Notably, the study reveals that customers perceive
electronic payments as versatile, available anytime and anywhere, supported by various
methods and payment interfaces that display full information. This emphasis on
convenience, speed, and accessibility not only enhances customer satisfaction but also
facilitates subsequent orders on e-commerce platforms.
There is only one attribute that does not impact repurchase intention: personal
information is kept confidential and will not be disclosed to other third parties. This
suggests a significant trust deficit among Danang’s customers who are suspicious about
the information security of e-commerce platforms, fearing potential leaks of personal
information during the payment process.
4. Order accuracy, customer satisfaction, and repurchase intention
Our results showed that customer satisfaction mediates the relationship between
order accuracy and repurchase intention. The findings also reveal that order accuracy
and customer satisfaction play a positive role while repurchasing.
35
Based on our findings, order accuracy has proven to have a significant influence
on customer satisfaction, this result is in line with the findings of several previous
studies ( (Chaisaengduean, 2019); (Siber Akıl et al, 2022)). Mentzer et al. (2004) found
that order inconsistency’s effect on customer satisfaction may vary from region to
region due to different levels of tolerance for errors. Furthermore, it is crucial to
recognize that customer satisfaction significantly contributes to determining a buyer's
intention to make repeat purchases. This finding is parallel with former studies such as
Muhammad Imrana et al (2019), Kashif Abrar et al (2017), O. Pappas et al (2014),
Kun-Huang Huarng and Ming-Feng Yu (2018), and Chinho Lin and Watcharee
Lekhawipat (2013). That is, positive customer satisfaction is needed to bridge the
increase in consumer repurchase intention towards Chinese fashion products on e-
commerce platforms in Vietnam.
Our research further indicates that positive customer satisfaction is essential for
fostering increased repurchase intentions among consumers of Chinese fashion
products on e-commerce platforms. Moreover, the study reveals that consumers prefer
receiving products in the specified quantity and quality as ordered. A noteworthy
implication is that a positive experience with correctly received orders may influence
customers to remember and potentially place subsequent orders for the same or other
Chinese fashion products through e-commerce platforms.
CHAPTER VI. CONCLUSION
1. Implication
1.1. Theoretical implications
The study delves into the theoretical implications of how various logistics factors,
such as shipping costs, time of shipment, e-payment, and order accuracy, impact the
repurchase intention of Vietnamese customers on an e-commerce platform for Chinese
fashion products. The intermediary variable in this relationship is customer
satisfaction, a crucial element in the landscape of contemporary international trade. All
proposed hypotheses in this study find support in existing literature that employs a
theoretical framework.
This research adds significant value to the existing body of logistics studies,
particularly in the context of individuals intending to repurchase from China's fashion
industry through Vietnamese e-commerce platforms, an area that has seen limited
exploration. Additionally, the study employs the Technology Acceptance Model
(TAM) to provide a comprehensive understanding of the e-payment aspect, elucidating
how customers' acceptance of e-payment methods contributes to their overall
satisfaction. Upon data analysis, it is evident that e-payment has the most pronounced
impact on customers' repurchase intention for Chinese fashion products, mediated by
customer satisfaction.
The study also sheds light on the positive and significant influences of shipping
costs and order accuracy on customer satisfaction during the purchase of Chinese
fashion products. Consequently, this positively affects customers' intention to
repurchase items through e-commerce platforms. Furthermore, the research also
36
clarifies the influence of time of shipment, revealing how on-time delivery influences
customer satisfaction throughout the supply chain and subsequently affects repurchase
intention.
Upon investigating these logistics factors, the study discerns that e-payment,
shipping costs, and order accuracy exert a strong hierarchical impact on repurchase
intentions, as mentioned earlier. In contrast, time of shipment has a moderate impact on
repurchase intention within the Chinese fashion industry through e-commerce
platforms in the specific context of Da Nang city, Vietnam.
Finally, the study provides evidence supporting the use of TRA, TPB, and TAM,
suggesting an underlying structure between customer repurchase intention and
engagement with various factors. From a customer satisfaction perspective, the
research underscores the pivotal role that logistics service factors play in shaping
overall satisfaction. By exploring these theoretical dimensions, the study significantly
contributes to a deeper understanding of the intricate interactions between logistics
factors, customer satisfaction, and repurchase intention in the broader context of
Vietnam and, specifically, Da Nang city.
1.2. Practical implications
The findings from this study have several managerial implications for e-
commerce in Da Nang, particularly logistics activities. The present study also enhances
and offers insights into understanding the customer experience and demand for
logistics services when they utilize e-commerce platforms to make purchase decisions
for Chinese fashion merchandise in the context of Vietnam. It also contributes to the
current tendency of fashion products from China consumption in several ways. This
study examined that customers’ psychological traits regarding e-payment (different
methods, availability, and interface) and shipping cost (price and promotion) strongly
induce repurchase intention. In addition, the results of this paper found that the strong
relationship between order accuracy and customer satisfaction is critical in purchasing
Chinese fashion products on e-commerce platforms. Therefore, e-commerce platforms
in Vietnam must take advantage to incorporate an easily accessible e-payment system,
promotion schemes, and order accuracy checks system that highlight the benefits of
purchasing Chinese fashion products as well as other commodities to the segment of
the Da Nang market in particular and the Vietnamese in general. As a result, those who
supply or sell fashion products from China and other items can benefit from the
improvement and promotional campaigns of e-commerce platforms.
Based on the findings of the research model, the author suggests strategic
implications for enhancing logistics services and online sellers on e-commerce
platforms in a broader context and specifically tailors recommendations for logistics
service provision aimed at elevating customer satisfaction.
For logistics services on e-commerce platforms
The focus is on fostering repeat purchases among customers of Chinese fashion
products on e-commerce platforms. The proposed management recommendations are
as follows:
37
Firstly, implement personalized fee policies for different customer segments to
attract and retain a diverse customer base. Introduce promotional codes to reduce
shipping costs, incentivizing customers to choose and stay loyal to the logistics service.
Secondly, establish partnerships with various logistics units to streamline the
transportation of goods, ensuring a prompt and high-quality delivery process.
Simultaneously, institute security protocols and offer real-time updates through website
interfaces or mobile apps to keep customers well-informed about their order status,
delivery schedules, and the present condition of their goods.
Thirdly, actively promote online payment methods using diverse forms and
incentivize customers by applying fee reduction policies for online transactions. This
approach aims to encourage the adoption of digital payment methods, thereby
enhancing efficiency and convenience for both customers and the logistics service
provider.
Furthermore, allocate resources to invest in cutting-edge technology and
consistently update and innovate equipment. This investment is designed to facilitate
swift and seamless payment and transaction processes, ensuring that logistics services
align with evolving customer expectations.
Additionally, implement a system for order accuracy checks to ensure that
products reach customers correctly. Establish a feedback mechanism to receive input
from customers, enabling continuous improvement in the fulfillment process.
For online businesses
Extensive research on these factors impacting repurchase intention on e-
commerce platforms is necessary and provides an understanding of customer
psychology so that businesses can apply appropriate measures. The proposed
management recommendations are as follows:
On one hand, businesses can develop appropriate incentive and promotion
policies. For example, offering discounts or free shipping on large orders can increase
product appeal on e-commerce platforms. At the same time, these policies can also
help reduce shipping cost pressure on customers.
On the flip side, businesses should improve quality and ensure the correct
quantity of products delivered to customers. This requires investment in manufacturing
and collaboration with supply chain management on e-commerce platforms to ensure
that every product meets established quality standards.
By virtue of these policies, businesses can improve customer impressions and
satisfaction. This not only increases the opportunity to attract customers to purchase
and repurchase goods but also builds the trust and reputation of the business in the
market.
2. Limitations and future research
This research study has some limitations. Firstly, this research does not cover all
aspects of logistics activities due to time and resource limitation. We conducted this
38
research with a small sample size, and selected a few variables. There are many other
variables and factors influencing repurchase intention of customers toward fashion
items from China. Moreover, the study focuses on the fashion industry in Da Nang
market, which may limit the generalizability of the findings to other industries or
regions within Vietnam. It is essential to acknowledge that logistics factors' impact on
repurchase intention may vary across different sectors and locations. To enhance the
study's sturdiness, the future direction might consider incorporating a comparative
analysis with other cities or regions in Vietnam and expanding the sample size. This
can provide a more comprehensive understanding of how logistics factors influence
repurchase intentions across different contexts and get more accurate results.
Secondly, the rapidly evolving nature of the e-commerce and logistics landscape
might render some findings outdated quickly. The study might not capture the most
recent changes in technology, customer behavior, or logistics practices that could
influence repurchase intentions. Future research should conduct a longitudinal study
over an extended period to capture the dynamics of changing logistics practices and
their evolving impact on repurchase intentions. This approach would allow for a more
in-depth exploration of trends and developments over time.
Future research should also collaborate with key industry components, including
e-commerce platforms, logistics companies, and fashion retailers, to gain access to
real-time data and industry expertise. This collaboration can enhance the study's
relevance and practical implications for stakeholders in the Chinese-Vietnamese e-
commerce ecosystem.
By addressing these limitations and incorporating these suggestions, the study can
provide a more comprehensive and nuanced understanding of the impacts of Chinese
logistics factors on repurchase intention in the Vietnamese e-shopping platform,
specifically within the fashion industry in Da Nang.
39
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45
CHAPTER VIII. APPENDIX

SURVEY FORM
KHẢO SÁT VỀ TÁC ĐỘNG CỦA CHẤT LƯỢNG CÁC YẾU TỐ CỦA
LOGISTICS ĐẾN Ý ĐỊNH TIẾP TỤC MUA SẮM TRỰC TUYẾN MẶT HÀNG
THỜI TRANG TỪ TRUNG QUỐC CỦA NGƯỜI DÂN ĐÀ NẴNG
Xin chào quý anh/chị/các bạn,

Chúng tôi là nhóm sinh viên đến từ trường Đại học Kinh tế - Đại học Đà Nẵng.
Hiện tại, chúng tôi đang thực hiện đề tài nghiên cứu để tìm hiểu rõ hơn về ảnh hưởng
của các yếu tố trong dịch vụ logistics đến ý định tiếp tục mua sắm trực tuyến mặt hàng
thời trang từ Trung Quốc của người tiêu dùng. Để quá trình nghiên cứu được diễn ra
thành công, rất mong nhận được sự quan tâm và hỗ trợ từ quý anh/chị/các bạn.
Mọi thông tin mà anh/chị/các bạn cung cấp trong biểu mẫu này được bảo mật
hoàn toàn và chỉ sử dụng với mục đích nghiên cứu. Rất mong anh/chị/các bạn sẽ bỏ
chút thời gian để giúp nhóm thực hiện tốt bài nghiên cứu.
Nhóm chúng tôi xin chân thành cảm ơn!
Trân trọng.
----------------------------------------------
Trường hợp anh/chị muốn biết thêm thông tin liên quan đến nghiên cứu này,
anh/chị vui
lòng liên hệ với chúng tôi qua địa chỉ sau:
- Email: [email protected]
- Số điện thoại: 0377.642.923
----------------------------------------------
Khái niệm về nền tảng thương mại điện tử (e-platform)
**Nền tảng thương mại điện tử (e-platform) là các cửa hàng trực tuyến cho phép
người mua và bán có thể trao đổi hàng hóa hoàn toàn qua Internet. Ví dụ như nền tảng
Shopee, Lazada, Tiki,...
Phần I. THÔNG TIN CÁ NHÂN

Xin vui lòng cung cấp một số thông tin cá nhân của quý anh/chị/các bạn!
1. Anh/chị đã từng mua sản phẩm thời trang từ các gian hàng (shops) của Trung
Quốc trên các sàn thương mại điện tử Việt Nam chưa?
⬜ Đã từng
⬜ Chưa từng
(Nếu chọn “Đã từng” thì xin vui lòng tiếp tục điền khảo sát. Nếu chọn “Chưa từng” thì
thông báo: “Xin vui lòng dừng khảo sát tại đây. Xin cảm ơn anh/chị đã tham gia!”)
2. Anh/ chị có phải là người dân sinh sống tại Đà Nẵng không?
⬜ Có
⬜ Không
(Nếu chọn “Có” thì tiếp tục điền khảo sát. Nếu chọn “Không” thì thông báo: “Xin vui
lòng dừng khảo sát tại đây. Xin cảm ơn anh/chị đã tham gia!”)
46
3. Giới tính của anh/ chị là:
⬜ Nam
⬜ Nữ
⬜ Khác
4. Độ tuổi của anh/ chị là:
⬜ Dưới 18 tuổi
⬜ 18 – 24 tuổi
⬜ 25 – 34 tuổi
⬜ 35 – 50 tuổi
⬜ Trên 50 tuổi
5. Nghề nghiệp của anh/chị là:
⬜ Học sinh
⬜ Sinh viên
⬜ Nhân viên văn phòng
⬜ Công nhân
⬜ Nội trợ
⬜ Khác: …
6. Mức độ thường xuyên mua sắm online của anh/ chị là:
⬜ Chưa mua lần nào
⬜ 1 – 3 lần/ tháng
⬜ Trên 4 lần/ tháng
Phần II. KHẢO SÁT

Anh/chị vui lòng hồi tưởng lại những lần mua hàng thời trang từ các gian hàng
(shops) Trung Quốc trên các sàn thương mại điện tử Việt Nam trong thời gian gần đây
nhất và cho biết mức độ đồng ý của anh chị về những nhận định dưới đây.
Từ trái sang phải, mức độ đồng ý của anh/chị sẽ tăng dần theo quy ước:
1 = Hoàn toàn không đồng ý
2 = Không đồng ý
3 = Trung lập
4 = Đồng ý
5 = Hoàn toàn đồng ý
Vui lòng cho biết mức độ anh/ chị đồng ý hay không đồng ý với mỗi phát biểu sau
đây
Hoàn
Hoàn
toàn Không Trung
Đồng ý toàn
không đồng ý lập
đồng ý
đồng ý
Phí giao hàng của mặt hàng thời
47
trang từ Trung Quốc trên các nền

tảng thương mại điện tử thấp hơn
tôi nghĩ
Tôi thường nhận được mã ưu đãi
giảm giá hoặc miễn phí vận
chuyển khi mua hàng thời trang từ
Trung Quốc
Tôi sẵn sàng đổi qua mua sắm các
mặt hàng thời trang từ Trung Quốc
vì các ưu đãi chi phí giao hàng
đây
Hoàn
Hoàn
toàn Không Trung
Đồng ý toàn
đồng ý
đồng ý
Thời gian từ khi đặt hàng đến khi
nhận hàng tương đối ngắn
Thời gian giao hàng nhanh đúng
như thời gian vận chuyển dự kiến
Tôi có thể chọn phương thức vận
chuyển phù hợp với thời gian
mong muốn
Tôi có thể chọn thời điểm giao
hàng mong muốn
Thời gian giao hàng đáp ứng kịp
thời nhu cầu của tôi
đây
Hoàn
Hoàn
toàn Không Trung
Đồng ý toàn
đồng ý
đồng ý
Thanh toán điện tử hỗ trợ bằng
nhiều phương thức khác nhau (ví
48
điện tử, Mobile Banking, thẻ tín

dụng như Visa, MasterCard,
JCB…)
Dịch vụ thanh toán luôn sẵn sàng
mọi lúc, mọi nơi
Giao diện thanh toán hiển thị đầy
đủ thông tin
Thông tin cá nhân của bạn được
bảo mật, không bị tiết lộ cho bên
thứ ba khác
đây
Hoàn
Hoàn
toàn Không Trung
Đồng ý toàn
đồng ý
đồng ý
Hàng được giao đúng với loại hàng
như đã đặt
Hàng được giao đúng với mô tả
sản phẩm
Hàng được giao đúng với số lượng
như đã đặt
Hàng được giao đúng với chất
lượng như đã đặt
Hàng được đóng gói cẩn thận đúng
với yêu cầu như đã đặt
đây
Hoàn
Hoàn
toàn Không Trung
Đồng ý toàn
đồng ý
đồng ý
Tôi hài lòng với chất lượng dịch vụ
nói trên của các nền tảng thương
49
mại điện tử
Vui lòng chọn không đồng ý cho
nhận định này
Tôi hài lòng với trải nghiệm của
mình trên các nền tảng thương mại
điện tử
Tôi sẽ tiếp tục sử dụng các nền
tảng thương mại điện tử
đây
Hoàn
Hoàn
toàn Không Trung
Đồng ý toàn
đồng ý
đồng ý
Tôi có ý định mua lại mặt hàng
thời trang từ Trung Quốc trên các
nền tảng thương mại điện tử trong
tương lai
Tôi có ý định tiếp tục sử dụng các
nền tảng thương mại điện tử để
mua các mặt hàng thời trang từ
Trung Quốc trong tương lai
Tôi có ý định mua lại mặt hàng
thời trang từ Trung Quốc trên các
nền tảng thương mại điện tử
thường xuyên hơn
Tôi có ý định mua lại nhiều loại
mặt hàng thời trang hơn từ Trung
Quốc trên các nền tảng thương mại
điện tử
Xin chân thành cảm ơn anh/chị/các bạn vì đã dành thời gian cho bài khảo sát!
50

Research Proposal - Group 4

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UNIVERSITY OF DA NANG

THE IMPACTS OF CHINESE LOGISTICS FACTORS ON

Instructor : PhD. Tran Thi Ngoc Duy

Members : Ho Le Ngoc Han

Doan Thi My Hien

Tran Thi Kim Luyen

Nguyen Hoang Thu

Da Nang, September 2023

Siber Akıl, Mustafa Cahit Ungan

Chao Min Chiu, Eric TG Vương, Yu-

Table 1. Variables have been examined in previous studies

Figure 1. Research model

Figure 2. Research process

I often receive promotional codes

Time of (Lina et al, 2014),

I can choose the shipping method

I can choose my preferred delivery

(Lina et al, 2014),

Payment services are always

Order Products are delivered in (Siber Akıl et al, 2022)

Products are delivered in

OA3 Products are delivered in the correct

Products are delivered in

Products are carefully packaged

I am satisfied with the above

I intend to repurchase fashion items

I plan to continue using e- (Flavián & Guinalíu, 2006),

I intend to repurchase fashion items

Table 2. Measurement scale

Demographic criteria Quantity Percentage

Have ever bought fashion products Yes 173 97,7%

Yes 163 94,2%

Gender Female 130 79,8%

Below 18 years old 4 2,5%

18- 24 years old 134 82,2%

Ages 25- 34 years old 14 8,6%

35- 50 years old 10 6,1%

Above 50 years old 1 0,6%

Occupation Pupil 6 3,7%

Student 127 77,9%

Office staff 13 8,0%

1-3 times a month 103 63,2%

Table 3. Demographic descriptive statistical analysis

Figure 3. Cronbach's Alpha analysis of shipping cost

Figure 4. Cronbach's Alpha analysis of time of shipment

Figure 5. Cronbach's Alpha analysis of e-payment

Figure 6. Cronbach's Alpha analysis of order accuracy

Figure 7. Cronbach's Alpha analysis of customer satisfaction

Figure 8. Cronbach's Alpha analysis of repurchase intention

Figure 9. KMO and Bartlett's Test of EFA

Figure 10. Total variance explained of EFA

Figure 11. Rotated component matrix

Symbol Expressions Indicator

SC Shipping costs SC1, SC2, SC3

TS Time of shipment TS1, TS2, TS3, TS4, TS5

EP E-payment EP1, EP2, EP3

OA Order accuracy OA1, OA2, OA3, OA4, OA5

CS Customer satisfaction CS1, CS2, CS3

RI Repurchase intention RI1, RI2, RI3, RI4