Nguyen Thi Thanh Van

Type of the article: Research Article

Abstract
Nowadays, shopping on e-commerce platforms has become a prevailing consumption trend among young consumers, particularly Generation Z (Gen Z), due to rapid digitalization and changes in consumption behavior. This study aims to examine the effects of online shopping convenience, trust in retailers, and sales promotion on Gen Z’s online repurchase intention, while specifically investigating the mediating role of customer satisfaction in the relationship between online shopping convenience and repurchase intention. Data from 282 Gen Z respondents, who are regular online shoppers in Vietnam, were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the underlying relationships. The results reveal that online shopping convenience has a strong positive effect on customer satisfaction (β = 0.530, p < 0.01), while satisfaction significantly enhances Gen Z’s repurchase intention (β = 0.232, p < 0.05). The indirect effect of convenience on repurchase intention through satisfaction is statistically significant (β = 0.123, p < 0.05), confirming the mediating role of satisfaction. Besides, trust in retailers positively influences repurchase intention (β = 0.158, p < 0.05), whereas sales promotion does not show a significant effect (β = 0.021, ns). These findings highlight the central role of customer satisfaction and trust in shaping Gen Z’s online repurchase intention, indicating that experience-driven value creation exerts a stronger influence than short-term promotional incentives in sustaining consumer loyalty within emerging e-commerce markets. This study offers practical managerial implications for optimizing digital marketing strategies in an increasingly competitive online environment.

Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study.

Type of the article: Research Article

Abstract
Understanding how digital marketing campaigns translate into online purchase decisions remains a critical issue in rapidly growing e-commerce markets. This study explores how digital marketing campaigns translate into online purchase decision by testing a moderated mediation model in which purchase intention serves as a mediator and brand recall functions as a moderator in e-commerce. A two-wave survey design was employed, with data collected at two different time points separated by a time interval, in order to mitigate common method bias and strengthen causal inference. A two-wave survey was conducted among 297 online consumers aged 18 years and above who had prior experience with major e-commerce platforms in Vietnam. Data were collected via structured online questionnaires using a convenience sampling approach and analyzed with R statistical packages to test the proposed relationships. The empirical results indicate that digital marketing campaigns have a significant positive effect on purchase decisions, with purchase intention serving as a key mediating mechanism (β = 0.120, 95% CI [0.058, 0.195], p = 0.001). Besides, the total effect of digital marketing campaigns on purchase decisions was found to be significant (β = 0.485, 95% CI [0.384, 0.596], p < 0.001). The moderated mediation analysis further shows that the indirect effect remains positive across levels of brand recall but is strongest and statistically significant at low levels of brand recall, while gradually weakening and becoming statistically insignificant at higher levels, declining from 0.090 at −2 SD to 0.020 at +2 SD. These findings suggest that when brand recall is low, consumers are more likely to rely on central-route processing, whereby purchase intention plays a pivotal role in translating digital marketing exposure into purchase decisions. As brand recall increases, the influence of this intention-based pathway diminishes. By identifying low brand recall as a boundary condition of central-route persuasion within the Elaboration Likelihood Model (ELM), this study clarifies how digital marketing effectiveness varies across consumer cognitive states and provides differentiated strategic implications for emerging versus well-established brands in e-commerce contexts.