• International Commerce and Information Review
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• v.14 no.1
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• pp.23-46
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• 2012

The purpose of this study to measure the re-purchase intentions and country-of-origin effect in the Vietnam's image. This study was used to analysis the questionnaire date as SPSS ver. 12.0 statistical package. The major result of article can be summarized as follows. The factors of this study have been divided into 'political image', 'social image', 'cultural imge', 'economical image', and 'international image'. In the empirical result of the article, the country-of-origin effect for the Vietnam's country image would be shown in the results as the fellow. The first, 'cultural image', 'economical image', 'international image' are significantly positive country-of-origin effect. The second, 'political image', 'social image' are not as significantly positive statistically speaking. Also, country-of-origin effect show significantly positive re-purchase intention.

• International Area Studies Review
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• v.22 no.1
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• pp.161-187
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• 2018

The purpose of this study is to examine the effect of Vietnamese consumers' perception of Korean Wave brand on consumer attitude toward Korean products and purchase intention. Based on the existing research, the authors tried to consider two sub-concepts of globalness and localness in perceived Korean Wave brands. In addition, as surveyed in Vietnam research institutes and previous researches, Korean cosmetics were selected as representative Korean products in view of the fact that Korean cosmetics best reflect Korea and Korean Wave. To test hypotheses, the on-line survey was conducted to the Vietnamese consumers and total of 212 questionnaires were returned as valid sample. Research findings suggest that the globalness and localness of Korean Wave brand that Vietnamese consumers perceive have a positive effect on attitude toward Korean products. In addition, the favorable attitude toward these products has a positive effect on the intention to purchase the Korean products.

• Product Safety
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• no.11 s.143
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• pp.20-27
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• 2005

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.145-153
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• 2020

With the spread of the Korean Wave culture, the importance of the effects of Korean Wave contents and the direct and indirect effects on product purchase is increasing. In the early days, the Korean Wave started around K-Pop and K-Dramas, but now its scope has been expanded to include various contents. In the case of Vietnam, interest in K-Sports has recently increased, and the influence of K-SNS is also increasing. Accordingly, in this study, a research model was established and tested to investigate the relationship between product image and attitude toward Korean cosmetics, and purchase intention for Korean cosmetics consumers in Vietnam. The results of the analysis are as follows. First, among the four factors of Korean Wave contents, K-Pop, K-Drama, and K-SNS had a positive effect on product image, while K-Sports was found to have no significant effect. Second, it was confirmed that the product image of Korean cosmetics has a positive effect on product attitude, and the product attitude has a positive effect on purchase intention. Therefore, in the Vietnamese cosmetics market, it is suggested that focusing on the product image focusing on Korean Wave contents, and promoting activities can achieve effective results for the purchase intention of Vietnamese consumers.

• International Area Studies Review
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• v.21 no.2
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• pp.171-196
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• 2017

This study employed the Analytical Hierarchy Process (AHP) methodology with the enhancement of the competitiveness of Vietnamese commercial banks set as the overall goal of the model. Analysis of the survey questionnaire based on pair-wise comparisons and collected from experts in the field of banking led to three significant findings. First, banking safety is the most important evaluation criteria for the competitiveness of local commercial banks in Vietnam, followed by operating efficiency, intangible values and large scale. Second, in order to achieve the overall goal of enhancing competitiveness for local banks, securing healthy financial conditions should be made the priority. Effective management systems, strategic human resource planning and high-quality products and services all show strong connections to achieving the evaluation criteria. Third, the study found that bad debt settlement is essential in obtaining healthy financial conditions. In order to introduce effective management systems as well as high-quality products and services, technological advances are very important. Improving the quality of executives and staff is imperative for strategic human resource planning purposes.

• Journal of Korean Society of Forest Science
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• v.102 no.2
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• pp.281-291
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• 2013

This study is design to provide basic directions that Korea can take in forestry negotiation of Korea- Vietnam FTA. Trade trends and characteristics of forestry sector are figured out and the competitiveness of main products are analyzed. The trade amount between Korea and Vietnam is $207,260 thousand. Korea exports nontimber products to Vietnam, while she mainly imports wood products. The average import value of wood products during recent five years accounts for 88% of all value from Vietnam. The export items are not various, and the export value is small. The amount of imports, however, which are mainly composed of low price wood products, is relatively big. The results of analysis say that three items of Korean forest products have competitiveness, while Vietnam has eleven items. According to the study it is recommended that a sawn wood and a plywood should be classified as sensitive products to minimize and to take a long term tariff reduction.

• Journal of the Economic Geographical Society of Korea
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• v.10 no.2
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• pp.93-115
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• 2007

As strategies for creating profits are differentiated by the national economic system and development strategies related to firms' geographical scope, they depend on the spatial contexts and product characteristics. In this perspective, strategies for the profit creation of Korean textile and clothing FDI firms invested in Vietnam has involved in the geographical differentiations in accordance with the development path of transitional economies, changes in institutional environments and the characteristics of products. Therefore. the main purpose of this research is to identify the way in which they have their own identity in transitional economies by investigating business pattern, commodity chain and extra-firm relations, which are related to institutional dynamics in Vietnam. There are two main characteristics of Korean textile and clothing FDI firms in Vietnam. The first is that all business activities involved in the commodity chain of them from R&D to production is controlled by global retailer and distributors, which is the buyer-driven commodity chain and the typical commodity chain of the textile and clothing industry. The second could be defined as over- or unforced embeddedness into the institutional legacy of the Soviet system, because they have been incorporated into pre-existing networks based on reciprocal relations in Vietnam.

• Bulletin of Food Technology
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• v.26 no.2
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• pp.132-138
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• 2013

베트남은 캄보디아, 태국, 버마, 말레이시아 등 주변 시장으로 쉽게 진출할 수 있는 거점지역으로서의 중요성을 가지며, 세계적인 컨설팅사인 AT Kearney사는 2009년 평가에서 5위로 전 세계 185개 국가 중에서 2020년까지 아시아의 유망시장으로 평가하고 있다. 평가는 인구, 소득, 시장잠재력, 위험, 유통침투 지수 등을 기초로 AT Kearney사가 개발한 소매유통산업개발지수(General Retail Development Index)에 따른 것으로 베트남은 2008년 1월, 2009년 5위 등 상위권을 지키고 있다. 또한 2010년 기준 8,700만명의 인구대국으로, 30대 이하 인구비중이 56%로 상대적으로 높아 소비자 인적구성 측면에서 성장가능성이 크며, GDP의 70%를 내부소비가 점유하고 있고, 소비여력이 큰 44세~55세 인구가 높은 비중이 높아 홍삼시장의 성장가능성이 크다. 홍삼제품은 도시 중심의 500개 소매점과 3,000개의 약국을 통해 유통되고 있고, 홈쇼핑과 인터넷 쇼핑몰 등 신규유통을 통해서도 유통이 활발해 지는 등 나름대로 유통체계가 구축되고 있으나, 소비자 인식부족과 물류시스템 등 유통 시스템의 미흡으로 본격적으로 성숙기 시장으로 진입하지 못하고 있다. 따라서 소비자와 유통 특성을 고려하여 시장에 진출한다면 성공적인 진입이 예상되나, 미국 등 다른 선진국들도 투자를 강화하고 있어 조만간 성숙기 시장으로 진입할 것으로 예상된다.

• Product Safety
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• s.214
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• pp.54-55
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• 2011

지난 2001년 골드만삭스는 선진국 이후 세계 경제를 이끌어갈 새로운 성장동력으로 자리잡을 국가로 BRICs를 제시했다. IBRICs란 Brazil, Russia, India, China와 같은 신흥개발도상국을 뜻한다. 이후, 유망시장을 의미하는 신조어들이 많이 나왔었는데, HSBC은행이 작년에 제시한 CIVETS(시베츠) 국가가 최근에 각광을 받고 있다. CIVETS 국가는 Columbia(콜롬비아), Indonesia(인도네시아), Vietnam(베트남), Ezypt(이집트), Turkey(터키), South africa(남아프리카 공화국) 등 6개국을 뜻한다. 아직은 BRICs 국가들에 비해서 경제규모는 작지만 풍부한 젊은 인구, 빠른 경제성장을 바탕으로 BRICs 이후로 유망 국가로 부상하고 있는 국가들이다. 그럼 각 나라별로 어떤 특징을 갖고 있는지 살펴보기로 하자!

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.338-349
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• 2022

The purpose of this study is to verify the factors that have the impact on Vietnamese female consumers' attitude towards PPL and purchase intention on products in K-Drama. Additionally, the current study aims to discover the moderating effect of usual perception on PPL and the effect of usual flow level on the effects of PPL informativeness and intrusiveness. The existing PPL related research have focused on the effect of the domestic contents on the domestic consumer. However, it is significant that this study examines the impacts of domestic contents on foreign audience' purchase intentions on advertised products. The empirical results are as follows. First, informativeness has positive impacts on attitudes towards PPL and purchase intentions on products. Second, intrusiveness has negative impacts on the outcome variables. Third, attitudes towards PPL shows positive effect on purchase intentions on products. Lastly, the research revealed some interesting evidences on the moderating effects of usual perception on PPL and usual flow level on the main effects.