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Gen Z's Intention to Repurchase Food Online in The Context of a Crisis: A Case Study in Vietnam Under COVID-19

Tran Thuc Duc
한국유통과학회 (Korea Distribution Science Association)|2023.12|유통과학연구 (Journal of Distribution Science)|제21권 제12호|pp. 23-34|DOI 10.15722/jds.21.12.202312.23

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키워드

COVID-19SatisfactionRepurchase IntentionConvenienceDistribution ChannelGen Z

초록

Purpose: The purpose of this study is to identify factors affecting satisfaction as well as the intention of Gen Z customers to reorder food online in the context of a crisis. Research design, data and methodology: Data for this cross-sectional study were collected via the Internet by conducting an online survey of 652 Gen Z respondents, aged 15–25, in the south of Vietnam and using a convenience sampling method. To analyse the reliability of the scales, SPSS was used to run Cronbach’s alpha. Then, SmartPLS was used to assess the measurement model, including variable reliability and validity, convergent validity, and discriminant validity of the proposed model, as well as test the hypotheses with partial least squares structural equation modelling (PLS-SEM). Results: Social influence, price value, and convenience all have a positive effect on satisfaction and repurchase intention. Satisfaction not only plays a critical role in mediating the relationship between social influence, price value, convenience and repurchase intention but also has a positive impact on repurchase intention towards buying food online. Conclusions: This study was successful in identifying the factors of repurchase intention in a crisis setting among Gen Z customers by developing a theoretical research model via literature to complete a brief Theory of Planned Behaviour model. This study also took an innovative approach to earlier ones by demonstrating not just the significant effect of social influence on satisfaction and repurchase intention, but also by identifying critical variables that managers should focus on increasing and improving management.

Abstract

Purpose: The purpose of this study is to identify factors affecting satisfaction as well as the intention of Gen Z customers to reorder food online in the context of a crisis. Research design, data and methodology: Data for this cross-sectional study were collected via the Internet by conducting an online survey of 652 Gen Z respondents, aged 15–25, in the south of Vietnam and using a convenience sampling method. To analyse the reliability of the scales, SPSS was used to run Cronbach’s alpha. Then, SmartPLS was used to assess the measurement model, including variable reliability and validity, convergent validity, and discriminant validity of the proposed model, as well as test the hypotheses with partial least squares structural equation modelling (PLS-SEM). Results: Social influence, price value, and convenience all have a positive effect on satisfaction and repurchase intention. Satisfaction not only plays a critical role in mediating the relationship between social influence, price value, convenience and repurchase intention but also has a positive impact on repurchase intention towards buying food online. Conclusions: This study was successful in identifying the factors of repurchase intention in a crisis setting among Gen Z customers by developing a theoretical research model via literature to complete a brief Theory of Planned Behaviour model. This study also took an innovative approach to earlier ones by demonstrating not just the significant effect of social influence on satisfaction and repurchase intention, but also by identifying critical variables that managers should focus on increasing and improving management.

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