| dc.description.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. | en_US |
