Today, Advertisement affects the daily consumption life of consumers because of the features and advantages of advertisement. In particular, and so does the TV advertisement. Therefore, customer education is required for the consumers so that they can lead a rational consumption through TV advertisement quality. In addition, with the introduction of the many new-born distribution channels, the recent market environment in apparel industry is changing, and the service and image of store types consumers can choose are increasing. The purpose of this research is to offer basic data which can help consumers to acquire necessary information and conduct rational consumption through TV advertisement. Also purchasing behavior of consumers communicate, feels of consumers about store image, TV advertisement quality of what is the attitude of the relative influence presents.

The paper examines the reaction of the Z-Vietnam generation to online TV advertising (TVC), which elements of online TV advertising has a positive influence, which factors do not affect or negatively affect their consumption decisions for the advertised goods. Data for the study was collected from 300 Vietnam’s Generation Z in Ho Chi Minh City through live interviews or questionnaires through Google Docs Forms, with over 30 questions. The six basic factors that influence the reactions of Generation Z consumers are information, entertainment, irritation, credibility, interaction, and advertising value. The research results show that, due to the influence of social media and generational characteristics, most consumers of the Generation Z in Vietnam have a favorable attitude towards online TV advertising, and they appreciate this form of advertising. Information element, irritation, credibility and entertainment have a strong and positive impact on TVC. The other two factors are advertising value and interaction, which does not significantly affect the reaction of this generation. This study needs to be checked and reviewed by subsequent studies on a larger scale and in a wider scope because the study only conducted random sampling on a small scale, did not meet the requirements for representation and generality.