Impact of Emotions on Consumer Satisfaction and Purchase Intention on E-Commerce Websites in Vietnam: The Mediating Role of Satisfaction

Abstract

The purpose of this study is to evaluate the impact of emotions on user satisfaction and purchase intention on e-commerce websites in Vietnam. The study also aimed to examine the mediating role of satisfaction to gain a deeper understanding of the relationship between users' emotions and purchase intentions. To do this, an online survey was conducted on 250 users of e-commerce websites in Vietnam between the beginning of December 2022 and the end of February 2023. The study uses a mixed research method, including qualitative and quantitative research using Smart PLS software to analyze data. The study results show that positive and negative emotions co-directionally affect satisfaction and purchase intention. At the same time, satisfaction also has a co-directive effect on purchase intention and acts as a mediator to further explain the indirect relationship between emotion and purchase intention.