In recent years, the rapid expansion of Internet has made huge changes in e-commerce, which is an essential progress to line with the new trend. In the mainstream economy, the C2C e-commerce becomes flooded with high levels of efficiency and competitiveness. Nevertheless, more and more Vietnamese people could access Internet via the smart phone and other devices. In addition, many e-commerce companies have succeeded in market penetration. Meanwhile, Taiwan is developed country which had early access to e-commerce. The objectives of this study is to show the significant factors affecting the customer's repurchase intention and find out what the causes behind it.
The research data is collected from 344 respondents including 167 Vietnamese and 177 Taiwanese who used to make transaction on Shopee before. The SPSS version 22 and AMOS version 23 were used to analyze data with structural equation modeling (SEM).
The findings show that the important role of trust in e-commerce, especially in C2C platform. The perceived competitive price positively impacts on the perceived quality, perceived trust and perceived value. The pereceived trust is strongly impacted by the perceived quality of products and perceived competitive price as well, which in turn affect the perceived value and repurchase intention of customers. The results, in addition, present that there is no significant relation between price and quality, trust and perceived value in Taiwan respondents. This research has constributed the empirical evidence of onine shopping in both Taiwan and Vietnam.

In recent years, the rapid expansion of Internet has made huge changes in e-commerce, which is an essential progress to line with the new trend. In the mainstream economy, the C2C e-commerce becomes flooded with high levels of efficiency and competitiveness. Nevertheless, more and more Vietnamese people could access Internet via the smart phone and other devices. In addition, many e-commerce companies have succeeded in market penetration. Meanwhile, Taiwan is developed country which had early access to e-commerce. The objectives of this study is to show the significant factors affecting the customer's repurchase intention and find out what the causes behind it.
The research data is collected from 344 respondents including 167 Vietnamese and 177 Taiwanese who used to make transaction on Shopee before. The SPSS version 22 and AMOS version 23 were used to analyze data with structural equation modeling (SEM).
The findings show that the important role of trust in e-commerce, especially in C2C platform. The perceived competitive price positively impacts on the perceived quality, perceived trust and perceived value. The pereceived trust is strongly impacted by the perceived quality of products and perceived competitive price as well, which in turn affect the perceived value and repurchase intention of customers. The results, in addition, present that there is no significant relation between price and quality, trust and perceived value in Taiwan respondents. This research has constributed the empirical evidence of onine shopping in both Taiwan and Vietnam.

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