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.