GENERATION Z LOYALTY: THE ROLE OF VALUE CO-CREATION AND ONLINE BRAND EXPERIENCE IN THE CONTEXT OF VIETNAM DIGITAL ECONOMY

Abstract

This study investigates the impact of value co-creation on attitudinal and behavioral loyalty of Generation Z customers, while also examining the mediating role of online brand experience in the above relationship in the context of the Vietnamese digital economy. The research employs a quantitative approach with partial least squares structural equation modeling, analyzing data from a sample of 387 Generation Z individuals across three major regions in Vietnam. The findings reveal that value co-creation positively influences both attitudinal and behavioral loyalty of Generation Z customers in the context of the Vietnamese digital economy. Furthermore, online brand experience plays a mediating role in the relationship between value co-creation and attitudinal loyalty of Generation Z customers. However, no significant evidence was found for the mediating role of online brand experience in the relationship between value co-creation and behavioral loyalty. The study discusses of these findings and offers several managerial implications for managers in the context of the Vietnamese digital economy.