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

Figures & data

Figure 1. The proposed research model.

Table 1. Measurement scale.

Variables	Source
Online experience - Online Product experience (OPEX) Variety of categories and colors (women’s fashion) Guarantee of women’s fashion product quality Fast delivery of women’s fashion product Green and environmentally friendly of women’s fashion product Brand popularity	Pei et al., (2020)
Online experience - Online community experience (Virtual community sense - OCEX) Receive information support in the community (get help when there is a problem, difficulty; get suggestions and find the causes when there is a problem) Get emotional support in the community (get advice, share, listen and care) Interaction with members of the community (comfortable, agreeable, close) Exchange and develop relationships with the community (Connected to the community as a member)	Zhang et al., (2017)
Online experience - Online aesthetic experience (OAEX) Website information (rich information about features, quality, of women’s fashion product characteristics, etc.) Easy site navigation and search (informative content, attractive menu layout, easy-to-use site sequence, etc.) Interaction on the website (meeting customer needs well, making reasonable purchase suggestions, advertising, promotions as required …) Calculate website response that is relevant and relevant to product requests Easy access to other users’ opinions	Pandey & Chawla, (2018)
Online experience - Online staff service experience (OSEX) Good attitude Business proficiency Frequent communication with the customer good service attitude	Pei et al., (2020)
Offline experience - Product experience (PEX) Variety of categories and colors (women’s fashion product) Guarantee of women’s fashion product quality Fast delivery of women’s fashion product Green and environmentally friendly women’s fashion product Brand popularity	Pei et al., (2020)
Offline experience – Sale point experience (SPEX) Proper and attractive arrangement of the women’s fashion product shop Complete service facilities Guidance of service staff throughout the shopping of women’s fashion product Private space to try women’s fashion products *	Pei et al., (2020) *New scale
Offline experience – Community experience (COEX) Advise customers to ask about this store’s women’s fashion product Ask the opinions of customers who shop at this women’s fashion store Share your opinion with the customers of this women’s fashion store Interact with this women’s fashion store’s customers Consider yourself a member of this community of customers who shop at this women’s fashion store	Happ et al., (2021)
Offline experience – Staff service experience (SSEX) Salespeople were friendly and smiling Sale people were knowledgeable Salespeople were truly interacting and conversing Salespeople were helpful and gave advice	Verhoef et al., (2009)
Customer Trust Trust in the capacity, honesty of the website, store, brand (women’s fashion) Believe in promises to customers (money back guarantee and other sales policies) Trust in the women’s fashion products and services provided Trust honest advice in handling support purchases	Modified from Ngoc Quang & Thuy, (2023)
Repurchase intention Likely to buy this women’s fashion product again in the future Anticipate a future purchase of this women’s fashion product Will buy this women’s fashion product again in the future Expected to continue to buy the women’s fashion product again in the future if there is a fluctuation in price	Modified from Cam Thuy & Ngoc Quang, (2022)
Word of mouth (WOM) I will tell my family, friends, acquaintances about the brand’s women’s fashion products, the store I will speak positively about the store’s staff and women’s fashion products, the brand I would recommend to family members, friends, acquaintances about this women’s fashion brand and product I will definitely speak positively about the women’s fashion store, brand, website on social networking sites	Modified from Ngoc Quang & Thuy, (2023)

Table 2. Total variance explained.

Component	Initial Eigenvalues			Extraction Sums of Squared Loadings			Rotation Sums of Squared Loadings
	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	8.408	23.355	23.355	8.408	23.355	23.355	4.239	11.776	11.776
2	3.934	10.927	34.282	3.934	10.927	34.282	3.686	10.239	22.015
3	3.572	9.921	44.203	3.572	9.921	44.203	3.482	9.672	31.687
4	3.041	8.446	52.649	3.041	8.446	52.649	3.218	8.938	40.625
5	2.439	6.776	59.425	2.439	6.776	59.425	3.159	8.776	49.401
6	2.151	5.976	65.401	2.151	5.976	65.401	3.139	8.720	58.121
7	1.427	3.965	69.367	1.427	3.965	69.367	2.838	7.884	66.005
8	1.344	3.733	73.099	1.344	3.733	73.099	2.554	7.094	73.099

Extraction Method: Principal Component Analysis.

Source: Author’s primary research.

Table 3. Rotated component matrix.

	Component
	1	2	3	4	5	6	7	8
PEX1			.823
PEX2			.833
PEX3			.837
PEX4			.841
PEX5			.823
SPEX1							.654
SPEX2							.863
SPEX3							.790
SPEX4							.885
SSEX1						.825
SSEX2						.868
SSEX3						.884
SSEX4						.824
COEX1	.882
COEX2	.875
COEX3	.864
COEX4	.862
COEX5	.660
OPEX1				.693
OPEX2				.709
OPEX3				.697
OPEX4				.767
OPEX5				.770
OAEX1		.763
OAEX2		.791
OAEX3		.856
OAEX4		.801
OAEX5		.858
OSEX1								.736
OSEX2								.751
OSEX3								.860
OSEX4								.728
OCEX1					.891
OCEX2					.888
OCEX3					.775
OCEX4					.841

Extraction Method: Principal Component Analysis.

Source: Author’s primary research.

Rotation Method: Varimax with Kaiser Normalization.

Table 4. Exploratory factor analysis (EFA) and Confirmatory factor analysis (CFA).

	Online experience OPEX, OCEX, OAEX, OSEX	Offline experience PEX, SPEX, COEX, SSEX	Trust TRUS1-TRUS4	Repurchase intention RPIN1-RPIN4	WOM WOM1-WOM4
Cronbach’s α	0.835	0.806	0.848	0.797	0.818
KMO	0.834	0.851	0.856	0.844	0.838
Bartlett test	p < 0.05	p < 0.05	p < 0.05	p < 0.05	p < 0.05
EFA	66.18%	64.52%	65.38%	68.63%	65.83%
CFA Chi-square/Df	4.914	4.698	4.717	4.879	4.672
GFI	0.937	0.938	0.956	0.934	0.968
CFI	0.949	0.937	0.968	0.958	0.946
RMSEA	0.055	0.059	0.048	0.053	0.061

Source: Author’s primary research.

Table 5. Results of CR and AVE of scales.

No	Scale	Number of observed variables	CR	AVE
1	Online experience	4	0.763	0.567
2	Offline experience	4	0.718	0.641
3	Trust	4	0.805	0.673
4	Repurchase intention	4	0.812	0.536
5	Word of Mouth	4	0.782	0.654

Source: Author’s primary research.

Figure 2. Structural equation model.

Table 6. Direct hypothesis results.

Hypotheses	Linkage	Estimate	P-value	Result
H1	OFEX→TRUS	.229	***	Supported
H2	OFEX→RPIN	.305	***	Supported
H3	OEX→TRUS	.298	***	Supported
H4	OEX→RPIN	.164	.005	Supported
H5	OEX→OFEX	.288	***	Supported
H6	OEX→WOM	.145	.008	Supported
H7	OFEX→WOM	.166	.005	Supported
H8	RPIN→WOM	.472	***	Supported
H9	TRUS→RPIN	.308	***	Supported
H10	TRUS→WOM	.316	***	Supported

Source: Author’s primary research.

Table 7. Direct – indirect – total effect hypothesis results.

Hypotheses	Linkage	Direct Effect	Indirect Effect	Total Effect
H11	OEX→OFEX→TRUS	.298	.066	.363
H12	OEX→ OFEX, TRUS→RPIN	.164	.200	.364
H13	OEX→ OFEX, TRUS, RPIN→WOM	.145	.334	.479
H14	OFEX→TRUS→RPIN	.305	.070	.376
H15	OFEX→TRUS, RPIN→WOM	.166	.249	.415
H16	TRUS→ RPIN→WOM	.316	.145	.461

Source: primary research.

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