FACTORS INFLUENCING GENERATION Z’s REPURCHASE INTENTION TOWARD COSMETIC PRODUCTS ON SHOPEE: THE MEDIATING ROLE OF SATISFACTION

This study investigates the factors impacting Generation Z’s repurchase intention toward cosmetic products on Shopee, one of the leading e-commerce platforms in Thailand. The objectives of this study were: 1) to examine the impact of quality, trust and value on satisfaction; 2) to examine the direct effect of these factors (web design included) on repurchase intention; and 3) to explore the mediating role of satisfaction between these independent variables and repurchase intention. The research applied a quantitative method with a structured questionnaire distributed to 399 respondents aged 19–28 in Bangkok, who had previously purchased cosmetic products through Shopee. Data were collected using convenience and snowball sampling methods and analyzed using descriptive statistics, reliability testing, correlation analysis, and multiple regression. The results revealed that trust, product quality, and value significantly impact satisfaction, which in turn strongly predicts repurchase intention. Furthermore, satisfaction was found to partially mediate the relationships between the independent variables and repurchase intention. These findings highlight the importance of enhancing satisfaction to foster long-term consumer loyalty in the online cosmetics sector.