The drivers of online repurchase intention in an emerging market: psychological contract violation, trust, satisfaction, and negative word of mouth

Tan Quoc Phan ； Bang Nguyen-Viet

《International Journal of Information and Management Sciences》 33卷3期 (2022/09) Pp. 201-215

https://doi.org/10.6186/IJIMS.202209_33(3).0002

摘要

This research aims to evaluate the impact of psychological contract violation, trust, satisfaction, and negative word of mouth on online repurchase intention in an emerging market such as Vietnam. The paper follows a quantitative approach through interviews with 566 consumers in Ho Chi Minh City, the biggest city in Vietnam. Data were analyzed using structural equation modeling and a T-Test. The research results suggest a relationship between psychological contract violation, trust, satisfaction, and negative word of mouth on online repurchase intention. The results also show that there are demographic differences such as gender and education level in the relationship between psychological contract violation and online purchase intention, which has not been explored in previous studies. This study will help administrators of e-commerce sites be aware of the important role of buyer's trust, satisfaction and expectations expressed through psychological contract. Besides, it helps remind managers to pay more attention in building and implementing business strategies to avoid mistakes that lead to breach of psychological contract to avoid negative word of mouth and increase online repurchase intentions.

關鍵字

Psychological contract violation ； Trust ； Satisfaction ； Negative word of mouth ； Repurchase intention ； Vietnam

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