Factors Affecting E-Commerce Customer Satisfaction in Hanoi, Vietnam

Abstract

The escalating ubiquity and cost-effectiveness of internet facilities have precipitated a notable surge in the adoption of e-commerce among Vietnamese inhabitants, particularly those residing in urban areas. This research endeavours to enhance comprehension of factors affecting e-commerce customer satisfaction in Hanoi, Vietnam. A quantitative survey of this research was conducted in which online questionnaires were distributed to 382 respondents through social media. The amassed data underwent meticulous analysis utilizing Microsoft Excel. The findings of this investigation underscore that information quality, system quality, service quality and price simultaneously influence e-commerce customer satisfaction. Keywords: factors, e-commerce customers, satisfaction DOI: 10.7176/EJBM/16-2-03 Publication date: March 31 st 2024