Role of convenience and trust in shaping online repurchase intention: The mediating effect of satisfaction among Generation Z

Sustainable growth and development can be the most important lesson that banks have learned in recent decades. Banks would gain many benefits, win the competition and develop sustainably if there have been more and more loyal customers. Customer satisfaction will help build customer loyalty. In order to have loyal customers, service quality must be good. Quality customer service of the bank is to ensure customer satisfaction and take their needs into consideration to improve service quality. High customer service quality will generate value not only to meet customer needs but also the expectations of customers and make banks more prominent than their competitors. This study identifies factors that affect customer satisfaction with the service quality at Vietnamese retail banks. The results are obtained by qualitative and quantitative method. The research model with a questionnaire consisting of 22 variables, 5 scales for a survey of 554 customers, is identified and developed through interviews with experts and group discussions. The findings show that customer satisfaction with the service quality at retail banks is influenced by “reliability”, “responsiveness”, “empathy”, “security”, and “tangibles”. Based on the findings, solutions for improving service quality are proposed for Vietnamese retail banks.

In the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.

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

Flash sale (FS) is a marketing strategy that is widely used and developed in sales through e-commerce. The implementation of the FS strategy is to provide discounts or special propositions on products offered within a certain time limit. Time restrictions aim to encourage consumers’ emotions to make impulse buying (IB). This study examines the effect of consumer emotions as a mediating variable on IB among Shoppee consumers in Indonesia caused by FS activities that are not carried out on certain important days. The required data were collected through the distribution of online questionnaires to respondents who, in the last three months, had made transactions through Shoppee e-commerce platform. A total of 150 questionnaires are analyzed using PLS-SEM. The results of the analysis show that the flash sale strategy carried out by the Shoppee e-commerce platform in Indonesia has a direct effect on increasing consumer emotions. This means that the higher the intensity of the FS promotion, the stronger the influence on consumer emotions. Emotions increase IB. FS has no significant effect on increasing IB. Subsequent findings show that FS indirectly has a positive and significant effect on IB through emotions. In other words, this study proves that the emotions are a mediating variable in online IB. This study is helpful for companies in developing appropriate strategies for their promotions in utilizing consumers’ impulse buying behavior by using strategies that trigger consumers’ emotions.