Abstract

This study investigates some of the factors that affected purchasing decisions on Shopee marketplace of Generation Z in Hồ Chí Minh City which included: Customer Service Quality (SQ), Product Price (PP), Easiness of Use (ES), Online Customer Rating (OCR), and Electronic Word of Mouth (eWOM). The findings reveal that Gen Z in Hồ Chí Minh City primarily prioritize service quality satisfaction when purchasing goods in Shopee platform, then price, conveniences (speed and distance) while Electronic Word of Mouth has the weakest impact on Gen Z customer who often prefer to make decisions through personal exploration rather than relying on peer opinions, unless those opinions come from Key Opinion Leaders (KOLs) or other influential figures. Personalized Customer Relationship Management software is suggested to customize promotion messages to each customer, being transparent and authentic, and an appropriate and effective pricing strategy is necessary to accelerate the purchasing decision process of Gen Z consumers.