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Factors Affecting Online Purchase Intention on Facebook: The Role of Online Customer Experience

The aim of this research is to evaluate the impacts of perceived usefulness, perceived ease of use, past online shopping experience and trust on the customer online purchase intention. A total of 210 female office workers in Da Nang participated in this research. The findings revealed that past online purchase experience, trust and perceived ease of use were positively related to the customer online purchase intention, of which customer experience exerts the strongest effect. |