• The Journal of Asian Finance, Economics and Business
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• v.7 no.5
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• pp.195-204
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• 2020

This research examines four specific objectives: (1) identifying factors that affect Vietnamese consumer attitudes towards smartphone advertising, (2) measuring the level of impact of the factors, (3) testing the difference of attitudes among groups of consumers with different characteristics in terms of gender, age, income, and academic level, and (4) proposing some managerial implications to have better Vietnamese consumer attitudes towards smartphone advertising. The study uses the online survey form via e-mail and Facebook in a convenience sampling method; the subjects surveyed are between the ages of 18 and 35, and all are in urban areas in Vietnam, and are using smartphones and accessing the internet and other phone applications. A sample of 490 respondents were valid and used for processing. The study employs a combination of qualitative and quantitative methods to analyze exploratory factors and linear multiple regression. The results reveal that there are five main factors affecting Vietnamese consumer attitudes towards smartphone advertising positively, arranged by reduced importance: entertainment, informativeness, credibility, non-irritation, permission and control. From that, the study offers some managerial suggestions for smartphone advertisers to improve their strategies and tatics to enhance their customer service, so that the smartphone advertising can attract people and help Vietnamese consumer in their buying behavior.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.2
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• pp.427-436
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• 2022

Ethnocentrism in users plays an important role in predicting user behavior when deciding between imported and domestic goods. The purpose of this study is to look into the influence of ethnocentrism in customer behavior on brand image, perceived value, perceived quality, brand trust, and brand buy intention. Vietnamese customers prefer homegrown brands. The moderate role of consumer ethnocentrism in the conceptual framework emphasizes the country origin of the product is the most important factor. It also demonstrates how the intention of Vietnamese consumers to buy domestic brands is substantially influenced. To test the hypothesis, this article used a quantitative technique utilizing PLS-SEM software. With 917 samples, the study used the quota sampling approach to collect data from students at 10 universities in Ho Chi Minh City. The data suggest that all players have a positive association and that consumer ethnocentrism has a moderate impact in the Vietnamese brand context. Following that, suggestions are made to help Vietnamese firms create and retain their brands in the face of severe competition from global brands in the domestic market. To increase consumer intent in purchasing behavior, the Vietnamese local company needs to establish a strong brand.

• Asia Marketing Journal
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• v.19 no.4
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• pp.15-36
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• 2018

Vietnamese luxury market is rapidly growing, however, there is a few researches on Vietnamese consumers' perceptions of luxury products and influential factors in purchasing intention. The purpose of this study is to explore Vietnamese consumers' value dimensions and mediating effect of social media information for their decision making for luxury product. Data were collected using self-administered mail survey. This study examines the influences of consumers' perceptions of quality and value, and social media word-of-mouth on Vietnamese consumers' luxury purchase intention.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.885-895
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• 2021

The purpose of this study is to examine the determinants of intention to borrow consumer credit of Vietnamese people by applying the Technology Acceptance Model (TAM) and extending it with several variables, including anxiety, perceived trust, and perceived financial costs extracted and adapted from the existing literature. A questionnaire survey was administered in the big cities of Vietnam to a total of 602 consumers. Structural equation modeling (SEM) techniques have been employed to investigate the relationship among intention determinants to borrow. Findings show that perceived usefulness mediates the impact of subjective norms on the intention to borrow consumer credit. At the same time, subjective norms also directly influence the intention to borrow. Notably, anxiety, perceived trust, perceived financial cost, perceived ease of use have no significant influence on intention to borrow. Meanwhile, education level is confirmed to have a moderate influence on intention to borrow consumer credit of Vietnamese people. However, there is not enough statistical evidence about the influence of gender and marital status on the intention to borrow consumer credit in Vietnam. Based on the findings of the Vietnamese consumer credit market, we proposed some suggestions to promote the growth of the market in the future.

• Journal of Distribution Science
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• v.13 no.9
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• pp.59-70
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• 2015

Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

• Journal of the Korean Home Economics Association
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• v.47 no.7
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• pp.13-32
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• 2009

The purpose of this study was to analyze the state of housing and domestic living conditions of Vietnamese individuals in Vietnam and Korea. Using ethnographic methodologies, It was examined examined 22 Vietnamese households in Korea in relation to their usage of domestic space and also conducted the same investigation on 20 Vietnamese households in Vietnam. The following conclusion were established; 1) The majority of households in both countries preferred that the kitchen was close to the dining room and living room while a kitchen door was not deemed as necessary. 2) In Korea, washing machines are used in the bathroom space, while in Vietnam they are used outside or in a specially designated space. 3) The most uncomfortable aspect of home life in Korea was having the bathroom and toilet in the same space while in Vietnam they are separately spaced. It is recommended that house plans with separate bathroom and toilet area be made available for Vietnamese migrants. 4) Chairs were used in the sleeping area for eating, especially if guests were present, but the floor space was also used for eating. 5) Tile is a typical floor material in Vietnam while vinyl is popular in Korea. However, migrant workers were comfortable with both materials. 6) All 20 households didn't have any heating system in Vietnam but most migrants preferred a modified Ondol in Korea. 7) Most migrants took their shoes off while inside the house in Vietnam and Korea. Furthermore, the majority of households didn’t have any designated shoes space at the entrance to the house in Vietnam and most were satisfied with the same situation in korea. 8) Most households in Vietnam and Korea preferred to decorate their living room with various things or as a place of worship to their ancestors. The direction of house was an important element when deciding to buy or building houses in both countries.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.8
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• pp.565-572
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• 2021

The role of the garment and textile industry is particularly important in the economies of many countries in the context of international goods trade. There is no denying that the garment and textile industry contributes significantly to the economic growth in the global economy. The study seeks to investigate the relationship between control variables and Vietnamese consumers' intention to buy Chinese garment products. While previous research has found some control variables influencing consumers' intention to buy products, little research has been done about the influence of control variables on consumers' intention to buy Chinese garment products, in developing countries like Vietnam. In particular, the textile industry plays an important role in export, but outsourcing is accounting for a high proportion of trade, hence, it is necessary to increase innovation to increase consumers' intention to buy domestic garment products. The data is collected from a survey of 406 Vietnamese consumers' in Hanoi city and Ho Chi Minh City. The methodology includes a mixed-method, i.e. qualitative method and quantitative method. The quantitative method applies SPSS analysis to measure the control variables' influence on Vietnamese consumers' intention to buy Chinese garment products. The results identify 1 control variable that impacts Vietnamese consumers' intention to buy Chinese garment products, which is domicile.

• Industrial Engineering and Management Systems
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• v.15 no.2
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• pp.173-180
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• 2016

Nowadays Corporate social responsibility (CSR) has become a critical factor influencing customers' buying intention. The study conducted aims to explore the relationship between customers' perception towards CSR and their repurchase intention. The data was collected by using survey questionnaires from 320 individual customers living in Ho Chi Minh City and processed in SPSS software. The research results showed that among CSR components, economic and charitable responsibilities have a positive impact on Vietnamese customers' repurchase intention at the significance level of 1% and the two other factors at 10%. The findings assume that CSR components have become factors explaining customers' repurchase intention, especially for consumer goods, and firms should enforce their corporate social responsibility to capture customers' repurchase intention and in turn increase their customers' loyalty.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.6
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• pp.233-240
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• 2020

This study uses the moderating model to explore the relationships between Corporate Social Responsibility (CSR) associations, brand awareness and consumer purchase intention. Besides investigating the direct effects of CSR associations on brand awareness and consumer purchase intention, this study also focuses on discovering the moderating role of CSR associations on the relationship between brand awareness and consumer purchase intention among Vietnamese students. Adapting scales from previous research, the authors distribute questionnaires to consumers across the country. Then, the validity and reliability are tested via Cronbach's alpha, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Moreover, by employing a meta-analytical path analysis with a sample of 686 consumers, the authors show that CSR associations play an important role in shaping purchase intention among Vietnamese consumers regarding the consumption of organic milk products. Also, CSR associations have a strong effect on brand awareness. However, our study shows that purchase intention is not directly affected by brand awareness. In other words, brand awareness does not mediate the relationship between CSR associations and purchase intention. Interestingly, authors show that CSR associations moderate the link between brand awareness and consumer purchase intention. Based on the research, some recommendations are made to companies that produce organic milk products.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.848-867
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• 2022

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.