E-service quality has been recognized as an important factor in determining
the success levels of e-commerce ventures. Therefore, the aim of this research is to
determine the effect of e-service quality on repeat purchase behavior of Adidas
sneakers online customers in Can Tho city. The study surveyed 255 Can Tho
customers who had purchased Adidas shoes on Vietnamese e-commerce channels.
Then, this study used Structural Equation Modelling (SEM) to test the theoretical
model. The result showed that the factors affecting e-services quality include website
quality, customer service, information security, and order fulfillment. According to
the findings of this study, e-service quality influences customer trust and
satisfaction. As a result, customers who have good trust about e-services quality is a
higher repeat purchase behavior than customer satisfaction. In addition, the study
suggested implications for e-commerce companies to improve their business
activities in the future.