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

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.