The impact of online and offline experiences on the repurchase intention and word of mouth of women’s fashion products with the intermediate trust factor

Abstract

Customers with a good experience with the product and point of sale will have more repurchase intention and spread the positive information to other customers. The trend of online and offline experience before deciding to buy is increasingly popular, especially in the period of Covid 19. This study builds a model and tests the impact of online and offline experience factors on customer repurchase intention and word of mouth with trust intermediary factor. The research object is Vietnamese women aged 15 to 60 years old, with online and offline women’s fashion experience. The analytical methods used are EFA, CFA, and SEM with SPSS and AMOS software. Survey results on 629 women show that online and offline experiences have a direct impact on trust, promoting repurchase intention and word of mouth; Besides the direct impact, these two experiential factors also indirectly affect through the intermediary trust factor. Research results suggest to marketers that it is necessary to simultaneously build online and offline women’s fashion experiences for customers to build trust, and stimulate repurchase intention and word of mouth.

Keywords:

• Online experience
• offline experience
• repurchase intention
• word of mouth (WOM)
• women’s fashion

Reviewing Editor:

• Len Tiu Wright, De Montfort University Faculty of Business and Law, United Kingdom

SUBJECTS:

• cognitive psychology
• consumer psychology
• business, management and accounting

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Ngoc Quang Nguyen

Ngoc Quang Nguyen is a lecturer of Marketing at Marketing Faculty – National Economics University (Vietnam). His research interests focus on consumer behavior and marketing management; recent studies related to customer behavioral psychology in retail banking, telecommunications services and mindfulness in hotel services. He is co-author of several books on marketing management and papers in Journal of Engineering and Technology Management, Cogent Business & Management, International Journal of Psychosocial Rehabilitation and International Journal of Advanced Science and Technology, Cogent Social Sciences.

Hoai Long Nguyen

Hoai Long Nguyen is a lecturer of Marketing at Marketing Faculty – National Economics University (Vietnam). He is interested in marketing principle, service marketing, customer relationship management, place marketing and have publish book about that subject. He have some paper publish on Journal: Heliyon, Economics & Sociology, Economics and Business Quarterly Reviews, Journal of Mekong Societies and some Journals of Viet Nam.

Thuy Giang Trinh

Thuy Giang Trinh is a PhD student of National Economics University (Vietnam). Her research focuses on consumer behavior, startups and corporate culture. She has some paper published on Journal of Economics and Development, Journal of Trade Science, Asia - Pacific Economic Review.