THE INFLUENCE OF THE GENERATION Z’S PERCEPTION AND PSYCHOLOGICAL OWNERSHIP ON REPURCHASE INTENTION OF E-SHOPPING: EVIDENCE FROM VIETNAM

One of the most significant achievements of Information Communication Technology (ICT) in commerce is e-shopping, which changes shopping behavior in the retail sector. This research examines how Generation Z’s perceptions of e-shopping benefits and drawbacks and A qualitative method through in-depth interviews and a quantitative method via a questionnaire survey is employed to assess the Generation Z-ers’ attitudes, perceptions, and psychology toward the benefits and drawbacks of e-shopping and their intention of choosing this channel for repurchasing. PLS-SEM will be associated to discover the relationships between Generation Z-ers’ psychological ownership, perceptions of eshopping benefits and drawbacks, and their online repurchase intention. Findings suggest that Generation Z-ers’ online repurchase intention is due to perceived benefits, psychological ownership, and is regardless of perceived drawbacks. Furthermore, as a moderator of the effect of perceived drawbacks on repurchase intention, psychological ownership may lessen the Generation Z-ers’ concerns of e-shopping drawbacks and enhance their online repurchase intention.

dramatically in recent years. Worldwide, retail ecommerce sales have witnessed a sharp growth from USD1,336 billion in 2014 to USD4,280 billion in 2020 (Statista, 2021a). Moreover, ecommerce is projected to grow to USD6,388 billion by 2024 (Statista, 2021a). Thus, e-retail sales share accounted for 18% of total global retail sales in 2020 and is projected to reach 21.8% by 2024 (Statista, 2021b).
In practice, one of the more visible motivational factors that positively contributed to the increase in sales of e-shopping was the ease of connecting to the Internet and the ability to own mobile communication devices more efficiently than ever before. According to Mah (2019), in Vietnam Gen Z-ers born between 1996 and 2010 (Fromm & Read, 2020) will increase to 15 million by 2025 and shape Vietnam's future markets, especially in shopping and food and beverage consumption.
Predictably, this consumer group may significantly contribute to the growth of e-shopping in the future. Therefore, this research aims to discover why Gen Z-ers exhibit repurchase intention of shopping online through their psychological ownership and perceptions of e-shopping benefits and drawbacks.

LITERATURE REVIEW AND CONCEPTUAL MODEL
Gen Z consumers' characteristics and shopping behavior Ingelhart discussed Generational Cohort Theory in 1977, describing that populations can be classified into segments called generational cohorts based on year of birth. Pendergast's research published in 2009 emphasized that this theory provides an approach to analyzing and explaining population changes and their behaviors over time. According to Lisstasa and Kol (2019), the last four generations that researchers usually discussed are the Baby Boomers (born between 1946and 1965), Gen X (born between 1966and 1980), Gen Y (born between 1981and 1994, and Gen Z (born between 1995 and later). However, the definitions of these generations are subjected to several debates on a birthyear basis. For instance, Fromm and Read (2020) define Boomers to be born between 1946to 1964, Gen X-ers between 1965to 1978, Gen Y-ers (Millennials) between 1979to 1995 between 1996 to 2010.
Since the outbreak of ICT, research on Gen Z's behavior has been increasing because they are an essential proportion of the labor market (Dolot, 2018) and will lead the changes in the retail industry (Fromm & Read, 2020;Jílková & Králová, 2020;Mah, 2019;Priporas, Stylos, Fotiadis, 2017) in the future. Practically, Gen Zers are the first digital natives raised on technology (Fromm & Read, 2020;Peck and Shu, 2018) with global, social, and visual tendencies (Jílková & Králová, 2020); therefore, they prefer to consume in e-shopping channels because it is more convenient and efficient than in physical stores. Additionally, Wood (2013) noted that Gen Z-ers were born in the decade when the World Wide Web -which has four characteristics: (i) focus on innovation, (ii) emphasis on convenience, (iii) desire for security, and (iv) preference for escapism which may affect their e-shopping behavior -emerged. In addition, Peck and Shu (2018) claimed that the digital world has affected the psychological ownership of today's youth; therefore, it may open further research, especially on Gen Z-ers' behavior in e-shopping.
In recent studies about Gen Z consumers' expectation of the interaction in smart retailing and e-shopping, researchers mentioned the different shopping behavior of Gen Z-ers and their characteristics of higher expectations, more focus on experience, but less brand loyalty (Dabija and Lung, 2019;Priporas et al., 2017;Thangavel, Pathak, and Chandra, 2021). The studies also discovered that Gen Z-ers prefer eshopping with smartphones and customized applications (Dabija and Lung, 2019;Priporas et al., 2017;Thangavel et al., 2021) because of convenience and suitability; however, they are concerned about the potential negative consequences of innovative technology applied in retailing (Priporas et al., 2017). Although, Katawetawaraks and Wang (2011) claimed that purchase decisions usually depend on two emotional motives -awareness and postpurchasing behavior - Thangavel et al. (2021) indicated that saving, convenience, and social desirableness are the primary purchasing decision-styles of Gen Z-ers, especially in India. Therefore, researching the e-shopping behavior of Gen Z consumers in emerging markets is very interesting for scholars and challenging for practitioners.

Repurchase intention, Perceived benefits, and Perceived drawbacks in e-shopping
In recent years, the significant development of e-shopping has transformed the latter into a powerful sales channel for retailers with its undeniable benefits. Because of aggressive competition, retailers strive to create distinction advantages to enhance customers' repurchase intention (RI) (Simanjuntaka, Nurb, Sartonoa, and Sabric, 2019). According to Chen and Chen (2017), RI is defined by Bayratar and colleagues in 2012 as the personal intention to rebuy a service or product. In previous studies in eshopping, authors claimed that perceived values directly affect RI (Chen and Chen, 2017;Fang, Wen, George, and Prybutok, 2016). Furthermore, other studies illustrated that the key factors influencing consumers' online repurchasing intention or decision include positive attitudes and beliefs (Eri et al., 2011;Katawetawaraks & Wang, 2011;Kulviwat et al., 2016;Nittala, 2015), perceived benefits (Jiang, Yang, & Jun, 2013;Lim, Osman, Salahuddin, Romle, & Abdullah, 2016;Park & Kim, 2003;Patro, 2019, Pham, Tran, Misra, Maskeliunas, & Damaševičius, 2018, and perceived risks (Chiu et al., 2009;Eri et al., 2011;Jiang et al., 2013;Nittala, 2015;Park & Kim, 2003;Patro, 2019). Patro (2019) mainly defined that online shoppers' benefits are derived from retailers' website functions, product variety, innovativeness, personalization, convenience, reliability, financial advantage, and security and privacy. In additional, Patro (2019) believed that delivery encourages them to increase intention in e-shopping as perceived value. Customers can also benefit from their money-saving, timesaving, positive experience, and trust in eshops (Nittala, 2015). In addition, diversified merchandise, customer service and promotions, user interface quality, product information quality, service information quality, security perception, site awareness (Park & Kim, 2003), navigation, and convenience (Nittala, 2015;Park & Kim, 2003) are essential factors motivating customers to repurchase online. While Eri et al. (2011) and Lim et al. (2016) only focused on student shopping behavior, in this study, the author concentrates on Gen Z consumers, who are expected to make an essential contribution to changing smart retailing (Priporas et al., 2017), especially Vietnam's online shopping market share in the following year (Mah, 2019). Therefore, the first hypothesis is formulated as below: H1: Gen Z consumers' perceived benefits positively affect their repurchase intention in e-shopping.
According to Chiu et al. (2009), Eri et al. (2011), Jain and Kulhar (2019, Nittala (2015), Park and Kim (2003), Patro (2019), perceived risk is one of the most significant barriers to reducing RI online. In addition, Jain and Kulhar (2019) argued that the benefits of e-shopping that are not as expected can turn into bad experiences and drawbacks for customers' repurchasing. For instance, e-shopping can bring convenience to customers; however, broken services such as late delivery, unwanted products received due to the complexity of navigation and placing the order, or website problems can compel customers to do shopping in physical stores (Jain & Kulhar, 2019). Therefore, this study examines the effect of negative factors, including perceived risks and so-called perceived drawbacks on RI in eshopping.
Therefore, the second hypothesis is formulated as follows: H2: Gen Z consumers' perceived drawbacks negatively affect their repurchase intention in e-shopping.

Psychological ownership
Psychological ownership (PO) is defined as the individuals' feelings of ownership or senses of possessiveness to a target thing (Dawkins, Tian, Newman, and Martin, 2015;Pierce andShu, 2018). According to Dawkins et al. (2015), the feel of possessions of objectives can enhance efficacy because of a sense of power, control, or influence. Besides, Zhao, Chen, and Wang (2016) argued that feelings of PO to an object might lead individuals to experience, control, or possess it. It was also illustrated that psychological ownership has a significant effect on customer loyalty (Zhao et al. 2016). Luangrath (2018, in Peck andShu, 2018) argued that the reflections of PO of various generations are very different. Also, Gen Z-ers are growing up in the digital technology era, and, thus, they usually use social media as their primary way to establish and maintain their social relationships.
Consequently, Gen Z-ers will have different consuming behaviors under PO influence Luangrath (2018 in Peck andShu, 2018). Therefore, studying how PO affects the online repurchase intention of Generation Z is also essential as a new point of the current research. Although Dawkins et al. (2015) and Zhao et al. (2016) considered PO as a mediator, in this article, PO is hypothesized to positively affect RI and moderate the effects between PB, PD and RI. Regarding the measurements of PO, Peck and her colleagues (2018, p.240) discussed and developed over the years the three scales that are used in this study: a sense of ownership, sense of connection, and sense of closeness (detailed in Table 1). The hypotheses are formulated as follows: H3a: Gen Z consumers' psychological ownership positively affects their repurchase intention in e-shopping. H3b: Gen Z consumers' psychological ownership moderates the effect of perceived benefits on repurchase intention in e-shopping and enhances their repurchase intention despite the perceived drawbacks in e-shopping. H3c: Gen Z consumers' psychological ownership moderates the effect of perceived drawbacks on repurchase intention in e-shopping and enhances their repurchase intention despite the perceived drawbacks in e-shopping.
Formulation of the conceptual model In the scope of this study, the factors affecting repurchase intention are the perceived benefits, perceived drawbacks of e-shopping, and PO of Gen Z-ers, which are the factors collected from the existing models and studies through literature reviews. The second foundation to build the constructs with relevant indicators in the conceptual model originates from the results of an in-depth interview to enhance the comprehensive and match the questionnaire to the Vietnamese e-shopping context and thus satisfy the research purposes (Pham et al., 2018). This is detailed as in Table 1.     (2003) Based on the review of previous theories and existing studies as the results of primary research through in-depth interviews, the conceptual model is presented as follows ( Figure  1) In this study, PO's moderation role is hypothesized to enhance the effects of independent variables (PB & PD) on the dependent variable (Hair, Hult, Ringle, and Sarstedt, 2017).  The research was conducted through qualitative methods with in-depth interviews to consult and verify the constructs and indicators of the conceptual model. Ten interviewees selected were managers of e-retailers and market research firms in Vietnam. The quantitative method via the questionnaire survey examines the relationships of Gen Z-ers' perceptions of benefits and drawbacks and psychology on their online RI. Additionally, data collected are analyzed by PLS-SEM to discover the correlations between Gen Z-ers' perceptions of the benefits and drawbacks of e-shopping, PO and their RI in e-shopping. Additionally, thanks to SmartPLS, the moderating effect of PO on the relationships between PB, PD and RI will be illustrated in this research.
The target respondents are Gen Z consumers, including students and shoppers aged 18 to 25 years old (born from 1996 to 2004, following Fromm and Read, 2020), who do e-shopping at least once a month. Sample selection is nonprobability with a 5-Likert questionnaire designed in Google form accessible via PC or mobile devices and sent to respondents via social network (i.e., Facebook, LinkedIn, Twitter, Instagram) and Over-the-top application for information transfer (i.e., Zalo, Viber, Telegram, etc.). According to Hair et al. (2017), the minimum sample size of 107 calculated by G*Power is acceptable. However, the larger sample size will increase the PLS-SEM estimations' statistical power, precision, consistency, and reliability. Therefore, with the number of target respondents of 1,000 whose response rate is 25%, the acceptable sample size is 250 (Sauder, Lewis, & Thornhill, 2016).

Consumers' demography and e-shopping habits
The in-depth interview was conducted in June 2021 with ten managers of top players in ecommerce (Lazada, Shopee, and Tiki) and market research (Nielsen Vietnam and Kantar Vietnam). The hypothesized constructs and relevant indicators agreed upon were developed in the questionnaire for quantitative analysis in stage 2. The survey was completed with 297 out of 1,000 questionnaires answered with quality that satisfies the research requirements.
In Table 2, the figures show that up to 59.93% of female respondents usually do e-shopping, while male respondents account for 40.07%. Most respondents are students (76.43%) and employees (20.54%). The respondents typically choose the three top e-commerce platforms (Shopee, Lazada, and Tiki) and retailers' eshopping applications or websites for shopping with their mobile devices, such as smartphones and tablets (94.33%). Incredibly, 39.39% of respondents confirm that they do e-shopping 3 to 4 times a month, and 25.93% of them purchase online more than once a week on average. The two biggest categories bought online are dry food and beverages (51.85%) and soft goods, such as textile, fashion, health and beauty care, and household (73.06%). In contrast, fresh food & ultra-fresh food are rarely purchased online because of their specifications and limited conditions in delivery. Generally, the survey results coincide with the opinions of Dabija and Lung (2019) and Fromm and Read (2020) that being born and growing up in the era of the ICT outbreak, possessing and using mobile devices at an early age can be an excellent impetus for Gen Z consumers-shopping habit.
Gen Z-ers' perceptions of benefits and drawbacks, PO and RI in e-shopping As the figures in Table 3, the convergence validity of the conceptual model is built when internal loadings are between 0.730 to 0.956, significantly higher than the threshold of 0.7 (Hair et al., 2017;2018). Plus, the average variance extracted (AVE) values of RI, PO, PB and PD are from 0.676 to 0.815, more significant than 0.5, satisfying the test requirements (Hair et al., 2017;2018). With these findings, convergence validation of the conceptual model can be suggested (Hair et al., 2017;2018). The results in Table 3 also indicate that the internal consistency reliability of the model is confirmed when its factors have the value of composite reliability between 0.870 to 0.906 and Cronbach's alpha coefficients in the interval of 0.779 to 0.906 (Hair et al., 2017). Moreover, the Heterotrait-Monotrait Ratio (HTMT) is used to examine the discriminant validity of the model. Given that the figures of all constructs in Table 4 are less than 0.9, the reliability and validity of the model have been double-checked (Hair et al., 2017).
www.ieeca.org/journal 247 Refer to the finding presented in Table 4. The conceptual model and data collected are consistent because the standardized root mean square residual (SRMR) is 0.056, less than 0.08 (Hair et al., 2017;Vinzi, Chin, Henseler, & Wang, 2010), and NFI is 0.896, less than 0.9 (Bentler & Bonett, 1980). Apart from goodness-of-fit measures, chi-square (   2   ), is 516.122, which means that the constructs have dependent correlations with each other. This finding demonstrates that the model is entirely consistent with the research data. Findings in Table 5a show the positive effects of PB and PO and the negative effect of PD on RI with medium and significant influences when p-value, the significance level, is less than 0.5 (i.e., 5%). With the effect size f 2 (f-square) values of 0.275 (>0.15), 0.818 (>0.35), and 0.1440 (>0.02), the influence degree of the effects of PB, PD and PO on RI can be suggested as Medium, Large and Small, respectively (Cohen, 1988). With SmartPLS's support, the findings can also be displayed in a diagram as Figure 2a. To examine the moderation role of PO, moderating effecting is added into the model with a two-stage approach (Ramayah, Cheah, Chuah, Ting, & Memon, 2018). The results calculated by SmartPLS in Table 5b and Figure 2b show the significant level of PO moderation on the relationships between PB and RI, and PD and RI. Significantly, the findings show that PO has no impact on the relationship between PB and RI because f 2 = 0.018 (<0.02 as Cohen, 1988), but it strongly affects the relationship between PD & RI, leading to an increase in R 2 of RI from 0.644 to 0.682, equivalent to 3.8%. Consequently, this proves that PO has a moderating effect on the relationship between DP and RI (Ramayah et al., 2018).  Like Gen Z in emerging countries, Gen Z in Vietnam also possesses the most common characteristics of this unique generation. They are clearly aware of e-shopping benefits because of convenience, flexible order placing, more payment options, and tons of information about products/services to enhance their e-shopping habit. These benefits also help them save time commuting, searching and picking up physical items and queuing for checkout (Eri et al., 2011;Nittala, 2015), as well as save money with comparable prices among e-retailers (Chiang & Dholakia, 2003;Jain & Kulhar, 2019;Nittala, 2015), attractive promotions, and discount policies. However, while conducting the survey, many respondents revealed that their expectations of e-shopping should be satisfied, otherwise the benefits may become drawbacks, and they may leave for different e-retailers or decrease their e-shopping frequency.
Furthermore, this study discovers that almost all Gen Z-ers respondents are aware of and consider the drawbacks of e-shopping, but they do not reduce their intention to shop online. They are afraid that they cannot have a physical experience before purchasing online and receive unexpected products or wrong items (Jain & Kulhar, 2019;Nittala, 2015). They also deal with the limitation that all kinds of products cannot be in the same order or received in the preferred time due to goods specification or sales conditions. While Jain & Kulhar (2019), Tham et al. (2019) argued that delivery of e-shopping is one of the most significant factors positively impacting RI, this research discovers that delivery is one of the drawbacks for Gen Zers when shopping online. Practically, e-shopping often takes them from one to several days for receiving the ordered items, and not free of charge. The research results also show that Gen Z consumers are concerned about the quality of expected services (e.g., delivery, aftersales services), and technical problems, website/ Internet errors, or even mobile device problems when shopping online. Last but not least, the findings allow the suggestion that Gen Z-ers have an aversion to risk, and are deeply aware of eshopping risks (financial risk, security risk, fraud, cyber threats, or privacy risk) as one of the critical drawbacks, however they still keep eshopping and increase frequency of shopping, and even encourage their relatives, friends, and colleagues to shop online.
As far as we know, this is the first time the effect of Gen Z-ers' PO on their RI of e-shopping is discussed. The research findings have demonstrated that PO directly impacts Gen Zers' RI, moderates PD's effect on RI, and enhances RI despite PD of e-shopping. Practically, it can be inferred that because of the sense of ownership, closeness, and connection of the e-shopping website or applications, Gen Z consumers are engaged in and keep e-shopping. This finding is also a part of the rationale that Gen Z-ers perceive the e-shopping drawbacks, but they continue and increase the frequency of eshopping due to their PO.

CONCLUSION
Generally, Gen Z-ers are proactive, progressive, and acquainted with technology and digital devices (Fromm & Read, 2020;Jílková & Králová, 2020), and will be a vital force changing the retail market in the coming years (Fromm & Read, 2020;Mah, 2019). Although Gen Z-ers are still undergraduates or have just joined the workforce, they prefer e-shopping because of its benefits such as convenience, speedy transactions, efficiency, and effectiveness. In addition, they carefully consider the drawbacks and risks when shopping online as their characteristics and PO. In other words, for Gen Z consumers, experience in e-shopping is better than in-store shopping for its added benefits. However, they are usually careful to decide whether they will repurchase at an e-commerce platform or e-retailer.
Academically, the interest of this study is to demonstrate that Gen Z consumers' RI online is motivated by their PB and PO despite PD in eshopping. This study also contributes to previous theories by showing that PO moderates the effect of PD of e-shopping on RI of Gen Z-ers in the retail industry. This study has not illustrated how PO moderates the effect of PB on RI of Gen Z in the Vietnam e-shopping context; however, it can open further studies in Gen Z consumer eshopping behavior or e-retail trend in emerging countries.
For practitioners (e.g., retailers, e-retailers, and marketers), these research findings are the basis for predicting future consumption trends when Gen Z-ers become a significant part of the labor market, creating wealth and consuming products provided via retail channels. Moreover, it can expectedly be a reliable reference for e-retailers to improve their short-term business policies for Gen Z customers in coming years.

Submission Declaration Statement
We hereby confirm that the manuscript has no actual or potential conflicts of interest with any parties, including any financial, personal, or other relationships with other people or organizations within three years of beginning the submitted work that could inappropriately influence or be perceived to influence.
We confirm that the paper has not been published previously, it is not under consideration for publication elsewhere, and the manuscript is not being simultaneously submitted elsewhere.