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Customer experience on e-commerce platforms and Gen Z’s intention to repurchase fashion products

Nguyễn Thu Hà: Đại học Mỏ - Địa chất;
doi:10.62831/nckh.2026.169.v1

Abstract

This study examines the impact of online shopping experience on Generation Z consumers’ intention to repurchase fashion products. The proposed research model comprises five dimensions: online platform experience, product experience, customer service experience, virtual community experience, and trust. The study employs survey-based quantitative analysis using SPSS software. Data collected from 276 valid responses were analyzed through reliability testing, exploratory factor analysis, and multiple linear regression. The findings indicate that product experience, customer service experience, and virtual community experience exert the strongest influence on repurchase intention through e-commerce platforms, while online platform experience and trust demonstrate relatively weaker effects compared with the other dimensions.

Keywords
customer experience e-commerce repurchase intention fashion Gen Z

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Issue Số 14 - Tháng 5 - 2026

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