Studying on factors affecting the satisfaction of online shopping service quality of generation Z in the Mekong Delta

Abstract

The study was conducted from May 2022 to February 2023 with the aim of evaluating the factors influencing the satisfaction of Generation Z with the quality of online shopping services, and proposing solutions to enhance online shopping activities. A questionnaire was used to survey 200 Generation Z consumers from July 2022 to October 2022. Descriptive statistics, Cronbach's Alpha coefficient test, exploratory factor analysis (EFA), and linear regression analysis were used in the study. The results showed that there are five factors influencing the satisfaction of Generation Z with the quality of online shopping services in the Mekong Delta region, including Product Prices, Delivery Services, Website Design, Product Quality, and Information Quality, among which Product Prices are the strongest influencing factor. Based on these results, our team proposed some solutions to promote online shopping activities among Generation Z in the Mekong Delta region.