The effect of website quality on repurchase intention with the mediation of perceived value: The case study of online travel agencies in Vietnam

The sharing economy is getting broader with its non-ownership assets, better use of resources, lower prices, and more customized products (Belk, 2014). In tourism industry, the development of the sharing economy involved the emergence of online travel agencies (OTAs) who are intermediates between services providers and consumers, provide accommodations, transport services, food and beverages services, tour guide services, etc. (Skalska, 2017). Recently, Vietnam has experienced a rapid growth in the number of users booking tourism products and services through OTAs. Playing such an important role in the tourism market, it is essential for OTAs to retain customers which later bring successes for the business. This research examines the role of perceive value as it mediates the effect of website quality on customer repurchase intention at OTAs in Vietnam. Quantitative approach was employed with structured questionnaires written in Vietnamese and English. The questionnaires were distributed to tourists in Ho Chi Minh City, Hoi An, and Nha Trang. Partial least squares was applied to test the reliability, validity of the measures and the causal effects. The findings suggest that: (1) only website’s ease of use has direct positive influence on repurchase intention; (2) while security, service quality, visual appearance, price, and brand image have indirect positive affect on repurchase intention through the mediation of perceived value. Based on the results, theoretical implications and practical implications were also provided in this research.