Unveiling the influence of user interface design on the continuance usage intention of generation z on e-commerce platforms: a utilization of the sor model in the context of Vietnam.

Abstract

In today's digital technology age, e-commerce is a trend that cannot be ignored in the business field. E-commerce is a form of buying and selling goods and services through electronic means such as the internet, mobile phones, computers. However, to maintain and develop e-commerce platforms, businesses need to grasp the factors that affect consumers' intention to continue using e-commerce platforms. Besides, there are not many studies that comprehensively explore the characteristics of e-commerce platforms in influencing the behavior of users of e-commerce platforms, especially Gen Z. This study aims to fill this gap by investigating the impact of User Interface (UI) design on the using intention of Gen Z on e-commerce platforms. The aim is to reveal the desires and factors relying on the intention of Gen Z on these platforms, providing insights for e-commerce platform managers and developers. An online survey was requested, and a total of 536 participants were chosen for data analysis. To conduct statistical analysis, partial least squares structural equation modeling (PLS-SEM) was used with the SmartPLS3 program. Through the theory of the SOR model, study reveals that User Interface Design elements play an important role influencing on organism factors and final response of user continuance usage intention. . In summary, this study points out that Continuance Use Intention be affected by User Interface Design through environmental factors namely Perceived Ease of Use, User Experience, Trust. Further, the research has also contributed to the theoretical foundation of studying consumer behavior of Gen Z, the leading generation in online shopping.