| dc.description.abstract | The purpose of this study was to explore the factors that impact customers'
purchase intent for fashion goods in Ho Chi Minh City, Vietnam through online. Research
model developed and used as the theoretical framework for this study includes six
independent variables (Brand Consciousness, Shopping Enjoyment, Price Consciouness,
Shopping Confidence, Convienient/ Time Consciouness and
Customer Innovativeness and dependent variables (Intetion to buying online for fashion
products) and moderate factor (Online Review). The research model was developed and
used for this study based on a review of previous research that was related to the topic. The
quantitative method is the primary strategy that is used in this investigation. This method
incorporates several different statistical approaches, including reliability analysis,
exploratory factor analysis (EFA), correlation analysis, and regression analysis, all of
which are performed with SPSS software version 20.0. In Ho Chi Minh City, the
questionnaire was delivered to 350 different Vietnamese respondents, and 340responses
that were considered legitimate were collected.
The proposed hypothesis was tested with regression analyses, and the
findings of the study revealed that all remaining independent factors influenced consumers'
intention to use mobile payment services. On the other hand, the study found that the
dependent variable was not a significant predictor of consumers' intention to purchase
online for fashion items. In addition, the opinions that customers held regarding the
consumption of fashion items had a significant influence on the purchase intentions of
those consumers in Ho Chi Minh City. In a summary, this study, much like previous
studies, had certain limits; despite this, via the process of data collecting and analysis, this
study produced some important recommendations for the Vietnamese fashion industry
through online, as well as for future research in the area. | en_US |
