IMPACT OF E-COMMERCE FACTORS ON CUSTOMER SATISFACTION IN E-TOURISM: EVIDENCE FROM GENERATION Z IN VIETNAM

Nguyen Thi Huong Thao || Cao Ngoc Hien || Cao Thi Hang Nga || Phan Ngoc Linh || Vu Le Minh Ngoc

Volume: 11 Issue: 05 2025

Abstract:

This research investigates the impact of E-commerce factors on customer satisfaction among Generation Z in the context of E-tourism in Vietnam. A quantitative research design was employed, drawing on survey responses from 500 Gen Z participants with prior experience in E-tourism services. Data were processed using SPSS 27 and Amos 24, applying techniques such as Cronbach’s Alpha, Exploratory Factor Analysis (EFA) and Confirm Factor Analysis (CFA), Structural Equation Modeling (SEM) to ensure measurement reliability, validity, and robust hypothesis testing. Based on a survey of Generation Z in Vietnam, the study identifies the E-commerce factors that significantly influence customer satisfaction in the context of online tourism services as follows: system usability, efficiency, security, personalization, trust and perceived usefulness. Among these, personalization exerts the strongest effect, followed by usability and efficiency, while security demonstrates a comparatively weaker influence. By focusing on Generation Z, an increasingly dominant consumer group, this study extends existing research that has predominantly addressed E-commerce in Vietnam. This study contributes to the growing body of literature on E-tourism in Vietnam by providing evidence from a specific consumer segment. The results offer practical insights for businesses and policymakers seeking to enhance service quality, meet the expectations of Generation Z, and competitiveness in the digital era.

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