Exploring The Effects Of Online Environment Characteristics On Gen Z’s Repurchase Intention: A Study In Ho Chi Minh City

Abstract

This study investigates the online repurchase intentions of Generation Z consumers in Ho Chi Minh City, utilizing the Stimulus-Organism-Response (SOR) model. Recognizing the rapid growth of e-commerce, the research aims to understand how online environment characteristics (website appearance, security, and online promotion) influence online trust and subsequent repurchase intentions. In addition, this thesis investigates the mediating effect of eWOM in the relationship between trust and repurchase intention. The researcher conducted a survey-based study using convenience and judgmental sampling techniques to collect responses from 401 young people living in Ho Chi Minh City. Then, this thesis utilized Structural Equation Modelling (SEM) to test our hypotheses and analyze our data. The findings indicate that website appearance has the most substantial impact on online trust, while online promotion has the weakest. Importantly, eWOM significantly mediates the relationship between these online trusts and repurchase intentions. These insights highlight the critical role of trust-building through electronic Word-of-Mouth (eWOM) and dynamic online environment strategies for online retailers targeting Generation Z in Ho Chi Minh. The study addresses the gap in applying the SOR model within the Vietnamese context and offers practical implications for enhancing customer retention in the competitive e-commerce land.