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A Study on the Multidimensional Consumption Value of Vietnamese MZ Generation -Focusing on the Relationship between Consumption Value Factors, Demographic Characteristics, and Global Consumption Propensity-

베트남 MZ세대의 다차원적 소비가치에 대한 연구 -소비가치 요인과 인구통계학적 특성 및 글로벌 소비성향의 관련성을 중심으로-

  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Jang, Ju Yeun (School of Fashion and Textiles, The Hong Kong Polytechnic University) ;
  • Baek, Eunsoo (Dept. of Clothing and Textiles, Hanyang University) ;
  • Lee, Ha Kyung (Dept. of Clothing and Textiles, Chungnam National University) ;
  • Kim, Habin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 장주연 (홍콩이공대학 의류학과) ;
  • 백은수 (한양대학교 의류학과) ;
  • 이하경 (충남대학교 의류학과) ;
  • 김하빈 (서울대학교 의류학과)
  • Received : 2022.05.24
  • Accepted : 2022.07.23
  • Published : 2022.10.31

Abstract

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. 'Self-expression value' and 'autonomy-oriented value', reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of 'novelty' was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated. The present findings aim to provide insights into young Vietnamese consumers' attitudes and intend to serve as a foundation for future research.

Keywords

Acknowledgement

본 연구는 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2020S1A5A2A03042980).