Affectors Impacting Genz Customers’ Intentions To Permanently Buy On Shopee In Hanoi

DOI

10.2991/978-94-6463-694-9_20How to use a DOI?

Keywords

Perceived Usefulness; Perceived Simplicity of Use; Service Quality; Trust; Website Quality; Continued Purchasing Intention; Online Shopping; E-Commerce

Abstract

Research purpose:

The goal of this study is to determine the elements that affect young customers’ decision to keep making purchases on Shopee in Hanoi. The purpose of Generation Z to continue buying on Shopee is to be improved by suggestions for solutions. The particular goals of this study are as follows:

• Determine the factors influencing Generation Z buyers’ propensity to keep purchasing on Shopee in Hanoi.

• To investigate the connection between Hanoi-based Generation Z customers’ tendency to continue buying on Shopee and their demographic characteristics.

• To determine the influence of these variables on the tendency of Generation Z shoppers to keep making purchases on Shopee in Hanoi, in order to better understand their importance.

Research motivation:

Similar to Shopee, the Vietnamese market is home to a number of trustworthy e-commerce sites with a large selection of goods. Additionally, websites like Chodientu, Rongbay, Thegioididong, and Nguyenkim are specifically dedicated to home appliances. Shopee must consider tactics that guarantee profitability and long-term success in this fiercely competitive and exciting business. In order to do this, research is required to determine the elements that affect Gen Z clients’ purchase intents in Hanoi on the Shopee website and to create successful competitive strategies for online enterprises.

Research design, approach, and method:

With a survey sample of 292 people, the official study used quantitative research methodologies. There were 25 observed variables on the scale, which corresponded to 6 aspects of the study. The analysis’s findings demonstrate that every assumption of the linear regression model is met, indicating that the research model is suitable for the survey data set.

Main findings.

The study’s conclusions show that perceived value, perceived ease of use, service quality, trust, and website quality all have a favourable impact on consumers’ intentions to continue making purchases on the Shopee website.

Practical/managerial implication:

The study’s conclusions demonstrate that customers’ desire to continue making purchases on the Shopee website is positively impacted by perceived utility, perceived ease of use, service quality, trust, and website quality. The study documents respondents’ expectations in addition to defining the crucial factors impacting buying intentions. With the use of this data, online retailers can set strategic objectives aimed at improving Shopee’s perceived quality, usefulness, reliability, and ease of use, which will encourage Gen Z customers to make more purchases there. On the basis of the research findings, the author makes various management recommendations to increase an organization’s competitiveness in the online business environment.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nguyen-Nhu-Y. Ho
AU  - My-Hanh Le
AU  - Phuong-Anh Trinh
PY  - 2025
DA  - 2025/04/30
TI  - Affectors Impacting Genz Customers’ Intentions To Permanently Buy On Shopee In Hanoi
BT  - Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy (ICECH 2024)
PB  - Atlantis Press
SP  - 289
EP  - 299
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-694-9_20
DO  - 10.2991/978-94-6463-694-9_20
ID  - Ho2025
ER  -