eng Science and Education Publishing Journal of Behavioural Economics Finance Entrepreneurship Accounting and Transport 2376-1334 2022-07-15 10 1 10 16 10.12691/jbe-10-1-2 JBE20221012 article Nguyen Th? Loan nguyenloan@hdu.edu.vn 1 Faculty of Economics and Business Administration, Hong Duc University, Thanh Hoa City, Vietnam Generation Z (Gen Z) is becoming the global economy's future-oriented labor and consumer force with innovative, different characteristics, and often creating new trends. In Vietnam, Gen Z accounts for nearly 21% of the population, so it is gradually becoming a potential market segment and changing consumer trends. This study was conducted to assess the impact of the perceived benefits on the online shopping behavior of generation Z to recommend attracting more Gen Z buyers. The quantitative method was applied, and the prototype was conducted on a sample scale of 374 Gen Z organisms in Thanh Hoa province, Vietnam. Data was collected through the Google form and analyzed by Smart PLS-SEM software. Research results indicate that the perceived benefits impact the trust in shopping and thereby strongly impact the online buying behavior of Gen Z. http://pubs.sciepub.com/jbe/10/1/2/jbe-10-1-2.pdf Gen Z shopping behavior online perceived benefits