Nguyen, Ngoc Quang; Nguyen, Hoai Long; T inh, Thuy Giang
A icle
The impac o online and o line expe iences on he epu chase
in en ion and wo d o mou h o women’s ashion p oduc s wi h he
in e media e us ac o
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Nguyen, Ngoc Quang; Nguyen, Hoai Long; T inh, Thuy Giang (2024) : The
impac o online and o line expe iences on he epu chase in en ion and wo d o mou h o
women’s ashion p oduc s wi h he in e media e us ac o , Cogen Business & Managemen , ISSN
2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-16,
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The impac o online and offline expe iences on
he epu chase in en ion and wo d o mou h o
women’s ashion p oduc s wi h he in e media e
us ac o
Ngoc Quang Nguyen, Hoai Long Nguyen & Thuy Giang T inh
To ci e his a icle: Ngoc Quang Nguyen, Hoai Long Nguyen & Thuy Giang T inh (2024) The
impac o online and offline expe iences on he epu chase in en ion and wo d o mou h o
women’s ashion p oduc s wi h he in e media e us ac o , Cogen Business & Managemen ,
11:1, 2322780, DOI: 10.1080/23311975.2024.2322780
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2322780
The impac o online and o line expe iences on he epu chase
in en ion and wo d o mou h o women’s ashion p oduc s wi h he
in e media e us ac o
ngoc Quang nguyen , hoai long nguyen and huy giang inh
Ma ke ing Facul y, na ional economics uni e si y, Hanoi, Vie nam
ABSTRACT
cus ome s wi h a good expe ience wi h he p oduc and poin o sale will ha e mo e
epu chase in en ion and sp ead he posi i e in o ma ion o o he cus ome s. he end
o online and o line expe ience be o e deciding o buy is inc easingly popula , especially
in he pe iod o co id 19. his s udy builds a model and es s he impac o online and
o line expe ience ac o s on cus ome epu chase in en ion and wo d o mou h wi h
us in e media y ac o . he esea ch objec is Vie namese women aged 15 o 60 yea s
old, wi h online and o line women’s ashion expe ience. he analy ical me hods used
a e eFa, cFa, and seM wi h sPss and aMOs so wa e. su ey esul s on 629 women
show ha online and o line expe iences ha e a di ec impac on us , p omo ing
epu chase in en ion and wo d o mou h; Besides he di ec impac , hese wo
expe ien ial ac o s also indi ec ly a ec h ough he in e media y us ac o . esea ch
esul s sugges o ma ke e s ha i is necessa y o simul aneously build online and
o line women’s ashion expe iences o cus ome s o build us , and s imula e
epu chase in en ion and wo d o mou h.
1. In oduc ion
clien s need phygi al expe iences ha combine digi al and physical bes p ac ices. hey o de i ems on
hei phones bu pick hem up in shop, use augmen ed eali y shopping o es an i em i ually be o e
buying i , and connec wi h a con ac cen e be o e alking o a human. Phygi al in eg a es physical and
digi al channels o c ea e a omni-channel expe ience. Du ing he co id 19 pe iod, li e mo ed online, and
e aile s had o axle o digi al channels. as we eme ge om he pandemic, clien s a e beginning o ge
back o ypical li e and adi ional shopping. Despi e he ac ha hey a en’ e u ning o s o es as
quickly as be o e, he e is s ill a signi ican demand o o line expe iences (Blake, 2022).
in he ashion indus y, shopping is a social expe ience. i ’s beyond pu chasing goods, i ’s abou
human in e ac ion and angible senso y expe ience, which is ha d o eplace by only online expe iences.
so, a hyb id shopping expe ience is he u u e o ashion e ail and ma ke e o link he gap be ween
he o line and he online expe ience. he ashion business is de eloping wi h inno a ion, and i ’s as o
now no jus abou beau i ul ga men s. abou making a digi al ecosys em ha boos s he buye expe i-
ence and o e s con enience and cus omiza ion (amba le, 2023).
in he academic ield, e aile s a e con on ed wi h he ask o e ec i ely managing he cus ome
expe ience, as i ep esen s a a iable ha alls wi hin hei ju isdic ion (Zaid & Pa waya i, 2021). he
signi icance o he cus ome expe ience in de e mining a company’s success has been emphasized ( iaz
e al., 2021). Fu he mo e, i has been es ablished ha he cus ome expe ience plays a c ucial ole in
in luencing he sus ainabili y o a company’s compe i i e ad an age (Pei e al., 2020). he online channel
cu en ly possesses a g ea e numbe o compe i i e ad an ages in ul illing cus ome demands when
compa ed o he o line channel. acco ding o Mo okeng, (2021), he u iliza ion o online channels
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup.
CONTACT Hoai Long nguyen [email p o ec ed] Ma ke ing Facul y, na ional economics uni e si y, Hanoi, Vie nam.
h ps://doi.o g/10.1080/23311975.2024.2322780
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 22 augus 2023
e ised 18 Feb ua y 2024
accep ed 20 Feb ua y
2024
KEYWORDS
Online expe ience; o line
expe ience; epu chase
in en ion; wo d o mou h
(WOM); women’s ashion
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom
SUBJECTS
cogni i e psychology;
consume psychology;
business, managemen
and accoun ing
2 n. Q. ngUYen e al.
p o ides se e al ad an ages, including enhanced access o in o ma ion, inc eased con enience, educed
cos s, and ime expendi u es, and he abili y o moni o cus ome pu chases based on hei iden i y.
Fu he mo e, he u iliza ion o online channels enables he acquisi ion o cus ome insigh s and acili-
a es he implemen a ion o ailo ed p omo ional s a egies, he eby augmen ing he o e all cus ome
sa is ac ion consequen ly leading o an inc eased likelihood o cus ome s in ending o make epea pu -
chases (hul e al., 2019).
cus ome sa is ac ion and expe ience a e commonly linked o physical s o es in he o line channel o
adi ional shopping. he o line channel, commonly e e ed o as a adi ional s o e, o e s cus ome s
he oppo uni y o physically in e ac wi h p oduc s, seek guidance om knowledgeable s a , and ben-
e i om e icien deli e y se ices (sch öde & Zaha ia, 2008). hese ac o s collec i ely enhance he
o e all cus ome expe ience. he e is a g owing p eoccupa ion among ma ke e s ega ding he epu -
chase in en ion, which is subjec o he in luence o mul iple ac o s including b and, p ice, sa is ac ion,
and expe ience. i is c ucial o hese ac o s o be in cong uence wi h cus ome expec a ions (Yas i
e al., 2020).
Wi h he ongoing Vie nam ashion e ail ma ke answe ed o be wo h Us $358 million in 2017,
Vie nam is d awing in wo ldwide indus y playe s such as Za a, h&M, Uniqlo, and many Vie namese
b ands o open dis ibu ion channels. ega dless o he g ea de elopmen o he online e ail po ion
pu a 61% a yea . Online e ail sales make up jus 2.8% o he domes ic e ail ma ke . Fo Vie namese
ashion b ands, physical s o es a e s ill he mos common o m o e ail (ng, 2018). in addi ion, Vie nam’s
young, ech-sa y popula ion is hi s y o new expe iences, which may aid in he expansion o concep
s o es. hus, o s eamline ans o ma ion a es, i ’s he ideal oppo uni y o ashion e aile s o conside
he omni-channel model—a me hodology ha gi es a coo dina ed shopping expe ience o he clien —
o b oaden hei online and o line ansac ions (ng, 2018).
i a business e alua es he impac o cus ome expe ience (including o line and online expe ience) on
changing cus ome s’ u u e beha io al in en ions ( epu chase in en ion and wo d o mou h), i will be
mo e easie o business o ind solu ions o in luence cus ome beha io changes in a di ec ion ha is
bene icial o he business. he objec i e o his s udy was o in es iga e he quan i a i e cause-and-e ec
ela ionship be ween online, and o line expe ience and epu chase in en ion, wo d o mou h, and us
ac s as a media ing dimension. esea ch esul s will help o e alua e he impo ance o online, o line
expe ience in p omo ing epu chase in en ion and wo d o mou h, as well as he ole o us in his
ela ionship. hese a e opics ha a e missing om ecen ly published esea ch. his esul b ings heo-
e ical con ibu ions h ough building and es ing he impac model among he 5 dimensions men ioned
abo e; and sugges s managemen guidelines o ashion e aile s o se hei dis ibu ion channel policies.
his esea ch model and esea ch esul s will help scien is s as well as p ac i ione s o gene ally esea ch
he impac o cus ome expe ience on cus ome s’ beha io al in en ions unde he in luence o us .
2. Li e a u e e iew
2.1 Resea ch o e iew
2.1.1. O line cus ome expe ience
O line cus ome expe ience is unde s ood as an in eg a ed se ies o in e ac ions be ween cus ome s and
e ail objec s, p ocesses, and en i onmen s (Ve hoe e al., 2009). he concep o cus ome expe ience
e e s o he endu ing impac ha cus ome s e ain ollowing hei engagemen wi h p oduc s o se -
ices. i encompasses he amalgama ion o senso y s imuli ha cus ome s encoun e du ing hese in e -
ac ions (shah & aga wal, 2020). he p o ision o cus ome sa is ac ion, es ablishmen o expec a ions,
cul i a ion o us , p omo ion o loyal y, and de elopmen o emo ional connec ions wi h cus ome s a e
all signi ican aspec s in which i is in ol ed (slack e al., 2020). De ining he cus ome expe ience dimen-
sion can be challenging due o he di e se pe spec i es in esea ch). Fu he mo e, he cus ome expe i-
ence assumes a pi o al posi ion in he shopping p ocess, inco po a ing emo ional and cogni i e aspec s
in bo h physical and i ual en i onmen s (Demangeo & B ode ick, 2006). he a ec i e and cogni i e
dimensions a e in ica ely linked o he cus ome expe ience, going beyond me e ansac ional wo h
( ose e al., 2012).
cOgen BUsiness & ManageMen 3
in he con ex o a adi ional s o e, cus ome expe ience encompasses a ious aspec s such as a o d-
abili y, open and com o able spaces, accessibili y, e ail mix ec ea ional ac i i ies, en e ainmen , p omo-
ions, communica ion and he o e all en i onmen (Ve hoe e al., 2017). Fu he mo e, a ious elemen s
such as he ange o p oduc s a ailable, he pe cei ed le el o quali y, he isual appeal and a chi ec u al
design, he sense o imme sion and disco e y, he ease o na iga ion, he oppo uni ies o social in e -
ac ion, he con enience o he shopping expe ience, he p omo ional incen i es o e ed, he di e si y o
s o es wi hin he mall, he abili y o compa e p ices, he po en ial o ole-playing, and he o e all a i-
ude o he cus ome all play a signi ican ole in shaping he cus ome expe ience wi hin a con en ional
e ail en i onmen (sohail, 2015). in addi ion, a ious ac o s including s o e selec ion, s o e se ice qual-
i y, s o e p ices, hedonic alue, and s o e pa onage, s o e design, sel -cong ui y, s o e a mosphe e, s o e
employees, a e in luen ial in shaping he cus ome expe ience (ameen e al., 2021).
2.1.2. Online cus ome expe ience
a undamen al aspec o online cus ome expe ience is usabili y, e e ing o he ease o na iga ion,
websi e esponsi eness, and e icien ansac ion p ocesses ( ose e al., 2012) emphasizing he impo -
ance o use - iendly in e aces in enhancing cus ome sa is ac ion and educing ca abandonmen
a es. he online expe ience is commonly unde s ood as he o e all encoun e indi iduals ha e while
engaging wi h websi es, applica ions, o i ual pla o ms wi h he signi icance o usabili y, in e ac i i y,
and pe sonaliza ion in shaping posi i e online expe iences (Pen ina e al., 2011). addi ionally, he ole o
use expe ience design and use in e ace elemen s in enhancing sa is ac ion and engagemen has been
ex ensi ely s udied (Bilgihan e al., 2016).
Pe sonaliza ion has also eme ged as a signi ican de e minan o online cus ome expe ience. ailo ing
con en and p oduc ecommenda ions based on cus ome p e e ences and beha io can lead o highe
engagemen and con e sion a es. Mo eo e , cus ome se ice and suppo play a pi o al ole in shaping
he online cus ome expe ience. P omp and e ec i e esolu ion o cus ome que ies and complain s
signi ican ly impac s cus ome pe cep ions and in luences hei p opensi y o e u n (Jaiswal &
singh, 2020).
he ise o social media has u he complica ed he dynamics o online cus ome expe ience.
consume s now ha e he powe o ampli y hei expe iences h ough e iews and a ings, in luencing
he pu chasing decisions o o he s. companies mus ac i ely manage hei online epu a ion o mi iga e
nega i e e ec s (Micu e al., 2019).
cus ome s a e mo e likely o engage wi h b ands hey us wi h hei pe sonal in o ma ion.
implemen ing obus secu i y measu es can os e us and enhance he o e all online shopping expe-
ience. cus ome s’ us in he selle can be s eng hened h ough posi i e expe iences wi h online shop-
ping, leading o a pe cep ion o he selle as eliable (suhaily & soelasih, 2017). he s udy conduc ed by
Miao e al. (2022) p o ided e idence suppo ing he no ion ha us exe s a a o able in luence on
cus ome sa is ac ion.
he empi ical s a e is a e m used by expe s o e e o he cogni i e aspec o he online cus ome
expe ience, which includes knowledge and conscious men al p ocesses. he ole o an indi idual’s emo-
ional sys em in gene a ing he online cus ome expe ience is e e ed o as he emo ional s a e (suhaily
& soelasih, 2017). he iden i ica ion o psychological unc ions and ac o s has been ecognized as a
c ucial dimension in unde s anding he online cus ome expe ience. his pe cep ion subsequen ly
impac s a ious ou comes, such as bene i s ecei ed, emo ional esponses, e alua i e judgmen s, and
beha io al in en ions. P io s udies ha e endea o ed o in es iga e he po en ial ami ica ions o he
online cus ome expe ience, and ha e heo e ically posi ed ha he in en ion o engage in epea pu -
chases is a no ewo hy ou come o imp o ing he online cus ome expe ience (Fa ed e al., 2021).
2.1.3. Repu chase in en ion
he concep o epu chase in en ion pe ains o he beha io o cus ome s who choose o make subse-
quen pu chases o goods o se ices ha hey ha e p e iously encoun e ed and a e de e mined o
possess a o able a ibu es and ad an ages (liao e al., 2017). in o de o os e cus ome loyal y and
encou age epea pu chases, i is impe a i e o a i m o e ec i ely mee and exceed cus ome
4 n. Q. ngUYen e al.
expec a ions. cus ome sa is ac ion is a c ucial de e minan ha signi ican ly impac s epu chase in en-
ion. cus ome s who a e sa is ied a e mo e inclined o engage in epea pu chases as compa ed o cus-
ome s who exp ess dissa is ac ion ( a a e al., 2020). acco ding o sulli an & kim (2018), p io s udies
ha e demons a ed a posi i e ela ionship be ween epu chase in en ion and bo h cos educ ion and
ma ke sha e g ow h. Fu he mo e, p e ious esea ch has emphasized he subs an ial in luence o cus-
ome sa is ac ion on he in en ion o epu chase ( a a e al., 2020).
2.1.4. Wo d-o -mou h
he concep o WOM c edibili y e e s o he pe cei ed eliabili y and us wo hiness o e iews o com-
men s (e geniy e al., 2019; Mensah, 2020). hese e iews and commen s ha e he po en ial o signi i-
can ly impac consume s’ pu chase decisions (Bha n.Y., 2020). Fu he mo e, i has been obse ed ha
consume s exhibi an inc eased le el o con idence and a dec eased pe cep ion o isk when hey a e
exposed o a g ea e olume o WOM communica ion. in hei s udy, Be ge & schwa z (2011) show
wha ’s a d i e o immedia e wo d o mou h. he iden i ica ion o in luen ial nodes wi hin WOM ma ke -
ing ne wo ks is a c i ical a ea o schola ly in es iga ion. One p e alen app oach in he iden i ica ion o
in luen ial online e iewe s in ol es he compa ison o accumula ed a ings o e iews o au ho s, as
p oposed by al-Dmou e al. (2021).
2.2. Hypo hesis de elopmen
2.2.1. The in luence o cus ome expe ience
cus ome expe ience e e s o he cumula i e impac o a ious ouchpoin s and in e ac ions a cus ome
has wi h a company o b and h oughou hei jou ney. Posi i e cus ome expe iences ha e been ound
o ha e a signi ican impac on inc easing he likelihood o epu chase in en ion (hombu g e al., 2017).
Mo eo e , cus ome expe iences ha exceed expec a ions can c ea e a sense o deligh , which u he
enhances he likelihood o epu chase in en ions and posi i e WOM (hsia e al., 2020). howe e , i is
c ucial o no e ha nega i e cus ome expe iences can ha e a s ong de imen al impac on epu chase
in en ions. Dissa is ied cus ome s a e mo e likely o swi ch o compe i o s, nega i ely a ec b and epu-
a ion, and sp ead nega i e WOM (cam huy & ngoc Quang, 2022).
in he digi al age, he cus ome ’s expe ience comes om o line expe ience and online expe ience.
O line cus ome expe ience encompasses a ious in e ac ions and ouchpoin s ha occu in physical
se ings, such as e ail s o es, se ice cen e s, o ace- o- ace in e ac ions wi h sales ep esen a i es.
Posi i e cus ome expe iences, cha ac e ized by high sa is ac ion le els, emo ional connec ions, and us ,
ha e been ound o signi ican ly impac cus ome s’ likelihood o epu chase om he same es ablish-
men (hombu g e al., 2017).
Online cus ome expe ience encompasses he a ious in e ac ions and ouchpoin s ha occu in he
i ual ealm, such as websi e usabili y, ease o na iga ion, pe sonalized ecommenda ions, and espon-
si e cus ome se ice. Posi i e online cus ome expe iences, cha ac e ized by high le els o sa is ac ion,
con enience, and pe sonaliza ion, ha e been ound o signi ican ly impac cus ome s’ in en ion o epu -
chase om he same websi e o online pla o m (Ve hoe e al., 2017). hus, we de elop he hypo hesis:
1. O line expe ience has a posi i e impac on cus ome us
2. O line expe ience has a posi i e impac and d i es epu chase in en ion
3. Online expe ience has a posi i e impac on cus ome us
4. Online expe iences ha e a posi i e impac and d i e epu chase in en ion
Posi i e online expe iences can posi i ely in luence o line expe iences by c ea ing posi i e expec a-
ions and pe cep ions abou he b and o company ( zyh e al., 2020). a seamless and sa is ying online
expe ience can lead o inc eased us and c edibili y in he company, which can ca y o e o o line
in e ac ions and lead o highe le els o cus ome sa is ac ion (Pei e al., 2020). On he o he hand,
cOgen BUsiness & ManageMen 5
nega i e online expe iences can also ha e ad e se e ec s on o line expe iences. Dissa is ac ion wi h a
company’s websi e o online se ice can c ea e nega i e pe cep ions abou he b and, leading o lowe
sa is ac ion wi h subsequen o line in e ac ions (cas añeda ga cía e al., 2018). hus, we de elop he
hypo hesis:
5. Online expe iences ha e a posi i e impac and d i e o line expe iences
he in luence o online and o line cus ome expe ience on WOM has been a subjec o in e es in
he ma ke ing and consume beha io li e a u e. Posi i e o line cus ome expe iences ha e been ound
o signi ican ly impac cus ome s’ likelihood o engage in posi i e WOM communica ion (hombu g e al.,
2017). sa is ied cus ome s, who ha e had pleasan in e ac ions and memo able expe iences in physical
se ings such as e ail s o es o se ice cen e s, a e mo e likely o sha e hei posi i e expe iences wi h
o he s h ough WOM (lemon & Ve hoe , 2016). addi ionally, online and o line expe iences ha c ea e
emo ional connec ions and os e us be ween cus ome s and companies can ampli y he likelihood o
cus ome s ecommending he b and o o he s (cam huy & ngoc Quang, 2022). hus, we de elop he
hypo hesis:
6. Online expe iences ha e a posi i e impac and d i e wo d o mou h
7. O line expe ience has a posi i e impac and d i es wo d o mou h
2.2.2. Repu chase in en ion and wo d o mou h
exis ing esea ch sugges s ha a posi i e epu chase in en ion has a signi ican posi i e impac on cus-
ome s’ WOM (gin ing e al., 2023). sa is ied and loyal cus ome s who in end o epu chase om a com-
pany a e mo e likely o engage in posi i e WOM communica ion, ecommending he b and o hei
iends, amily, and social ne wo ks (ngoc Quang & huy, 2023). a s ong in en ion o epu chase indi-
ca es a high le el o sa is ac ion and us in he b and, which in u n, mo i a es cus ome s o ad oca e
o he company (cas añeda ga cía e al., 2018). On he o he hand, a nega i e epu chase in en ion can
also in luence WOM, bu in an ad e se manne . cus ome s wi h low epu chase in en ion due o dissa -
is ac ion o nega i e expe iences may engage in nega i e WOM, sha ing hei g ie ances and discou ag-
ing o he s om pa onizing he b and (gin ing e al., 2023). nega i e WOM can signi ican ly ha m a
b and’s epu a ion and lead o a loss o po en ial cus ome s (ngoc Quang & huy, 2023). hus, we
de elop he hypo hesis:
8. Repu chase in en ion has a posi i e impac and d i es wo d o mou h
2.2.3. T us and i s media ing ole in he in luence o cus ome expe ience on cus ome epu chase
in en ion and wo d o mou h
us is he cus ome ’s expec a ion ha a company will ac in i s bes in e es , e en in si ua ions
wi h limi ed moni o ing o con ol. es ablishing us h ough pe cei ed compe ence, anspa ency,
and posi i e in e pe sonal in e ac ions is c ucial o building s ong and long-las ing cus ome ela-
ionships (ngoc Quang & huy, 2023). us has a signi ican impac on cus ome beha io , in luenc-
ing a ious aspec s o he cus ome -business ela ionship (nguyen hi uye e al., 2017). When
cus ome s us a company o b and, hey a e mo e likely o make epea pu chases and exhibi
loyal y. sa is ied and us ing cus ome s a e also mo e likely o engage in posi i e WOM, becoming
b and ad oca es and con ibu ing o new cus ome acquisi ion (ngoc Quang & huy, 2023). us
emains a key d i e o cus ome loyal y, epea pu chases, and posi i e wo d-o -mou h in he con-
ex o cus ome -business ela ionships (han & yu, 2012; samed al-adwan, 2019). us con inues
o be ecognized as a i al ac o in educing pe cei ed isk, encou aging pu chase in en ions, and
enhancing o e all cus ome sa is ac ion (Pu wan o e al., 2020; samed al-adwan e al., 2022). hus,
we de elop he hypo hesis:
9. Cus ome us has a posi i e e ec and d i es epu chase in en ion
10. Cus ome us has a posi i e e ec and d i es wo d o mou h
6 n. Q. ngUYen e al.
11. O line expe ience media es he ela ionship be ween online expe ience and cus ome us
12. O line expe ience and cus ome us media e he ela ionship be ween online expe ience and epu chase
in en ion
13. O line expe ience, cus ome us and epu chase in en ion media e he ela ionship be ween online ex-
pe ience and wo d o mou h
14. Cus ome us media es he ela ionship be ween o line expe ience and epu chase in en ion
15. Cus ome us and epu chase in en ion media e he ela ionship be ween o line expe ience and wo d
o mou h
16. Repu chase in en ion media es he ela ionship be ween cus ome us and wo d o mou h
Wi h he abo e hypo heses, he p oposed esea ch model is as ollows (Figu e 1).
3. Me hodology
3.1. Measu emen scale
he scale is designed o inhe i p e ious s udies wi h g oups o ac o s buil on he esea ch p oposal
model including online expe ience, o line expe ience, cus ome us , epu chase in en ion, and WOM.
he online expe ience is composed o ou sub- ac o s: Online P oduc expe ience (OPeX), Online com-
muni y expe ience (Vi ual communi y sense - OceX), Online aes he ic expe ience (OaeX), and Online
s a se ice expe ience (OseX). O line expe ience is composed o ou sub- ac o s: P oduc expe ience
(PeX), sale poin expe ience (sPeX), communi y expe ience (cOeX), and s a se ice expe ience (sseX).
he obse ed a iables edi ed by women’s ashion p oduc s a e p esen ed in able 1 below.
3.2. Measu emen and me hodology
esea ch subjec s we e iden i ied as Vie namese women aged 15 o 60 yea s old, who ha e had online
and o line women’s ashion shopping expe iences. Due o he popula ion o his s udy i is no possible
o accu a ely de e mine. he au ho s chose he sampling ame based on he social ne wo k Zalo wi h
he leading online shopping applica ion in Vie nam wi h mo e han 100 million use s. he sampling
ame is de ined as he lis o women ( esea ch subjec s) who pa icipa e in buying women’s ashion
online on he zalo shop applica ion om Janua y o ap il 2023; mo eo e , hey also ha e he expe ience
o buying women’s ashion a e ail loca ions. Du ing his su ey pe iod, he e we e abou 14,700 wom-
en’s ashion pu chases on online applica ions. he au ho s de ine his as he sampling ame. o co ec ly
iden i y he esea ch subjec s, he ques ionnai e was designed o add a il e ques ion abou o line
shopping expe ience. he d a was designed in bilingual (english, Vie namese) and checked by a lan-
guage expe , and hen es ed by he cus ome . a e edi ing he ques ionnai e was sen o he selec ed
esea ch subjec s. i s con en consis s o wo pa s; in which he i s pa is pe sonal in o ma ion, and
he second pa is hei expe iences and beha io s in he p ocess o buying women’s ashion. he
Figu e 1. he p oposed esea ch model.
cOgen BUsiness & ManageMen 7
a iables o expe ience and beha io a e designed on a 5-poin like scale: 1 is s ongly disag ee and
5 is s ongly ag ee; hese scale is a guably he mos popula in social esea ch ( obinson, 2014).
Due o he la ge size o he sampling ame, he simple andom sampling me hod was used wi h he
sample size de e mined acco ding o hai e al., (2006); whe eby he sample size mus be a leas i e
Table 1. Measu emen scale.
Va iables sou ce
Online expe ience - Online P oduc expe ience (OPEX)
1. Va ie y o ca ego ies and colo s (women’s ashion)
2. gua an ee o women’s ashion p oduc quali y
3. Fas deli e y o women’s ashion p oduc
4. g een and en i onmen ally iendly o women’s ashion p oduc
5. B and popula i y
Pei e al., (2020)
Online expe ience - Online communi y expe ience (Vi ual communi y sense - OCEX)
1. Recei e in o ma ion suppo in he communi y (ge help when he e is a p oblem, di icul y; ge
sugges ions and ind he causes when he e is a p oblem)
2. ge emo ional suppo in he communi y (ge ad ice, sha e, lis en and ca e)
3. in e ac ion wi h membe s o he communi y (com o able, ag eeable, close)
4. exchange and de elop ela ionships wi h he communi y (Connec ed o he communi y as a membe )
Zhang e al., (2017)
Online expe ience - Online aes he ic expe ience (OAEX)
1. Websi e in o ma ion ( ich in o ma ion abou ea u es, quali y, o women’s ashion p oduc
cha ac e is ics, e c.)
2. easy si e na iga ion and sea ch (in o ma i e con en , a ac i e menu layou , easy- o-use si e
sequence, e c.)
3. in e ac ion on he websi e (mee ing cus ome needs well, making easonable pu chase sugges ions,
ad e ising, p omo ions as equi ed …)
4. Calcula e websi e esponse ha is ele an and ele an o p oduc eques s
5. easy access o o he use s’ opinions
Pandey & Chawla, (2018)
Online expe ience - Online s a se ice expe ience (OSEX)
1. good a i ude
2. Business p o iciency
3. F equen communica ion wi h he cus ome
4. good se ice a i ude
Pei e al., (2020)
O line expe ience - P oduc expe ience (PEX)
1. Va ie y o ca ego ies and colo s (women’s ashion p oduc )
2. gua an ee o women’s ashion p oduc quali y
3. Fas deli e y o women’s ashion p oduc
4. g een and en i onmen ally iendly women’s ashion p oduc
5. B and popula i y
Pei e al., (2020)
O line expe ience – Sale poin expe ience (SPEX)
1. P ope and a ac i e a angemen o he women’s ashion p oduc shop
2. Comple e se ice acili ies
3. guidance o se ice s a h oughou he shopping o women’s ashion p oduc
4. P i a e space o y women’s ashion p oduc s *
Pei e al., (2020)
*new scale
O line expe ience – Communi y expe ience (COEX)
1. ad ise cus ome s o ask abou his s o e’s women’s ashion p oduc
2. ask he opinions o cus ome s who shop a his women’s ashion s o e
3. sha e you opinion wi h he cus ome s o his women’s ashion s o e
4. in e ac wi h his women’s ashion s o e’s cus ome s
5. Conside you sel a membe o his communi y o cus ome s who shop a his women’s ashion s o e
Happ e al., (2021)
O line expe ience – S a se ice expe ience (SSEX)
1. salespeople we e iendly and smiling
2. sale people we e knowledgeable
3. salespeople we e uly in e ac ing and con e sing
4. salespeople we e help ul and ga e ad ice
Ve hoe e al., (2009)
Cus ome T us
1. us in he capaci y, hones y o he websi e, s o e, b and (women’s ashion)
2. Belie e in p omises o cus ome s (money back gua an ee and o he sales policies)
3. us in he women’s ashion p oduc s and se ices p o ided
4. us hones ad ice in handling suppo pu chases
Modi ied om
ngoc Quang & huy, (2023)
Repu chase in en ion
1. Likely o buy his women’s ashion p oduc again in he u u e
2. an icipa e a u u e pu chase o his women’s ashion p oduc
3. Will buy his women’s ashion p oduc again in he u u e
4. expec ed o con inue o buy he women’s ashion p oduc again in he u u e i he e is a luc ua ion
in p ice
Modi ied om
Cam huy & ngoc Quang, (2022)
1. Wo d o mou h (WOM)i will ell my amily, iends, acquain ances abou he b and’s women’s
ashion p oduc s, he s o e
2. i will speak posi i ely abou he s o e’s s a and women’s ashion p oduc s, he b and
3. i would ecommend o amily membe s, iends, acquain ances abou his women’s ashion b and and
p oduc
4. i will de ini ely speak posi i ely abou he women’s ashion s o e, b and, websi e on social ne wo king
si es
Modi ied om
ngoc Quang & huy, (2023)
14 n. Q. ngUYen e al.
Abou he au ho s
Ngoc Quang Nguyen is a lec u e o Ma ke ing a Ma ke ing Facul y – na ional economics Uni e si y (Vie nam). his
esea ch in e es s ocus on consume beha io and ma ke ing managemen ; ecen s udies ela ed o cus ome
beha io al psychology in e ail banking, elecommunica ions se ices and mind ulness in ho el se ices. he is
co-au ho o se e al books on ma ke ing managemen and pape s in Jou nal o enginee ing and echnology
Managemen , cogen Business & Managemen , in e na ional Jou nal o Psychosocial ehabili a ion and in e na ional
Jou nal o ad anced science and echnology, cogen social sciences.
Hoai Long Nguyen is a lec u e o Ma ke ing a Ma ke ing Facul y – na ional economics Uni e si y (Vie nam). he is
in e es ed in ma ke ing p inciple, se ice ma ke ing, cus ome ela ionship managemen , place ma ke ing and ha e
publish book abou ha subjec . he ha e some pape publish on Jou nal: heliyon, economics & sociology, economics
and Business Qua e ly e iews, Jou nal o Mekong socie ies and some Jou nals o Vie nam.
Thuy Giang T inh is a PhD s uden o na ional economics Uni e si y (Vie nam). he esea ch ocuses on consume
beha io , s a ups and co po a e cul u e. she has some pape published on Jou nal o economics and De elopmen ,
Jou nal o ade science, asia - Paci ic economic e iew.
ORCID
ngoc Quang nguyen h p://o cid.o g/0000-0003-4210-7175
hoai long nguyen h p://o cid.o g/0000-0002-4864-3393
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