The Impact of Promotion and Price Perception on Buying Decision and Repurchase Intention Through Online Shopping

In the past several years, online shopping in Vietnam has become more and more popular, and consumers have changed their buying habits from traditional shopping to more online shopping. Furthermore, consumer’ repurchasing is crucial for online shopping stores’ success and creates profitability. Thus, this research examines the influence of promotion and price perception on buying decisions and repurchasing intention through online shopping. We proposed the study model from prior researches. We investigated 316 consumers who active online buying in Ho Chi Minh City, Vietnam. The Partial Least Squares (PLS) technique was applied to measure the measurement and structural models. PLS method is a variance-based structural equation modeling (SEM) approach that is broadly used in marketing and social science. The finding of the research revealed that promotion has positively associated with purchasing decisions and repurchase intention. The finding also confirmed that price perception has positively related to buying decisions and repurchase intentions. Moreover, the results of the research approved that purchase decision has entirely connected to repurchase intention.