Effect of Sensory Marketing on Repurchase Buying Intention on E-Commerce Platforms Through Satisfaction, Trust and Word of Mouth in Vietnam

Abstract

This study was conducted with the goal of exploring and assessing the impact of sensory marketing on young people aged 18 to 25 years old in Hanoi's repeat purchase intention on e-commerce platforms. The research was done with 595 respondents who met the author group's criteria. SPSS 26.0 software (scale testing using Cronbach's Alpha coefficient, exploratory factor analysis, EFA) and AMOS 24.0 software were used to analyze and evaluate the data (CFA confirmatory factor analysis). The findings suggest that the influence of sensory marketing has a beneficial impact on young people's inclination to buy fashion clothes and goods on e-commerce platforms again.

Keywords: Sensory marketing, multi-sensory marketing, e-commerce, repeat purchase, Hanoi, young people.

DOI: 10.7176/JESD/13-7-09

Publication date: April 30^th 2022