Website quality’s impact on Gen Z’s eWOM behavior and online purchase intentions: the mediating role of trust in online shopping

Purpose Based on the theory of reasoned action and the theory of planned behavior, this research aims to investigate the effects of website quality (WQ) on electronic word of mouth (eWOM) and online purchase intention (PI) of generation Z (Gen Z) in Vietnam. This study also attempts to understand the mediating role of trust in shopping online (TO) in the relationship between WQ and PI. By focusing on TO, WQ and eWOM, the research identifies key strategies for improving consumer engagement and driving e-commerce growth. Design/methodology/approach This research uses a quantitative method with 300 valid responses from Gen Z in Vietnam. To discover the effects of variables, SmartPLS 3.0 software was used to analyze data. Findings This research established a successful model to measure the effect of WQ on TO, eWOM and PI of Gen Z in Vietnam, learned about the role of each factor in the research and discovered some new points. The findings of this research demonstrate the positive relationship between WQ, eWOM and PI. This research also shows that the relationship between WQ and PI is mediated by TO. Originality/value This finding gives a solid foundation for studies on the effects of WQ on eWOM and PI, clarifying the mediating role of TO. This research has practical meanings for organizations and policymakers. This study provides valuable insights to help improve WQ, thereby enhancing trust and purchasing intentions of Gen Z in Vietnam, ultimately boosting business performance in the online environment. This shows that companies should leverage eWOM by motivating satisfied customers to leave good online reviews and use social media to share their experiences, which can increase a brand’s visibility.