The Impact of Promotion Mix on Z's Repurchase Intention in the Online Fashion Industry on Shopee in Ho Chi Minh City

Abstract

Purpose: This study aims to assess the impact of the promotional mix (comprising seven components: advertising, promotions, direct marketing, public relations, personal selling, sponsorship, and event participation) on the online fashion purchase intentions of Generation Z in the context of the highly competitive and rapidly developing e-commerce market in Vietnam.
Design/Methodology/Approach: Quantitative data were collected through an online survey (n = 357) with Z group in Ho Chi Minh City. The scales were tested using SPSS 20 and the PLS-SEM model was analyzed on SmartPLS 4.0 to assess the reliability, convergent validity, discriminant validity and impact of promotion mix components on repurchase intention.
Findings: The PLS-SEM results show that all seven tools in the promotion mix have a positive and statistically significant impact on repurchase intention. Promotion and direct marketing showed the strongest impact, followed by advertising and public relations. Sponsorship, event participation and personal selling had a lower but still significant impact. The model achieved an R² value of 0,698, reflecting good explanatory power.
Originality/value: The study extended the empirical evidence by simultaneously integrating seven promotion mix tools into the same SEM model, providing a more comprehensive view of Z's repurchase behavior in the online fashion industry. The results support businesses in optimizing their promotional strategies to improve the effectiveness of reaching and retaining young customers.