THE RELATIONSHIP BETWEEN ONLINE CONVENIENCE, ONLINE CUSTOMER SATISFACTION, BUYING INTENTION AND ELECTRONIC WORD-OF-MOUTH

The purpose of this research aims to explore, measure, and analyze the relationship between online convenience, online customer satisfaction, buying intention, and electronic word-of-mouth (E-WOM) of the customers via the Exploratory Factor Analysis (EFA) and three model regression. To conduct the research, the author distributed 300 surveyed questionnaires, and the author collected 285 valid respondents. The results showed that online convenience, which has seven dimensions about convenience, includes access, search, evaluation, attentiveness, transaction, possession, post-possession convenience affect online customer satisfaction. Furthermore, as a result, online customer satisfaction influences online buying intention and electronic word-of-mouth. Based on that, the research recommends the necessary solutions to improve the buying intention and encourage customers to do E-WOM. Besides, this research opens a new field for further research in Vietnam.