How e-commerce platform features impact post-adoption consumer behaviors: evidence from Vietnam's online cosmetic sector

Purpose This research extends the Information Systems (IS) Continuance Model by integrating the Expected Utility Theory to examine how experiential e-commerce platform features (website credibility, product visual appeal, and perceived playfulness) influence post-adoption behaviors of repurchase intention and electronic word-of-mouth (eWOM) in Vietnam's online cosmetics market. Design/methodology/approach Data were collected from 648 online cosmetics consumers in Vietnam using a 7-point Likert scale survey. The research model was validated through structural equation modeling (SEM). Findings The results demonstrate that while confirmation and perceived usefulness significantly influence satisfaction, perceived playfulness is the strongest predictor of repurchase intention. Furthermore, website credibility was identified as the primary driver of eWOM. These findings highlight the critical role of e-commerce platform features in shaping repurchase intention and eWOM in e-commerce environments. Practical implications The study provides actionable insights for e-commerce retailers seeking to enhance consumer retention and eWOM. Specifically, the results emphasize the strategic importance of investing in experiential platform features to foster continued engagement and positive customer recommendations in competitive digital marketplaces. Originality/value This research contributes theoretically by integrating the IS Continuance Model with Expected Utility Theory, enabling the examination of both rational utility (website credibility) and experiential values (visual appeal, playfulness). As one of the first empirical studies applying this framework to Vietnam's digital cosmetics sector, it advances theory while providing practical guidance for marketers in experience-driven e-commerce environments.