| dc.description.abstract | Integration in the context of globalization is one of the world's trend in recent years and Vietnam are actively to get along with that trend by joining and signing the agreements such as AEC (Asean Economic Community), TPP (The Agreement on the Trans-Pacific Partnership),… which reduces the barriers within countries in term of tariffs deduction ,brings the fact that domestic companies have been knocked out by foreign companies recently. With that circumstances, a study on factors affecting customers‟s purchase intention on foreign products, which pays intention on one category is fashion clothes, is considered to be necessary to be conducted.
The investigated factors include: Country of Origin, Consumer Ethnocentrism, Social Status and Product Attribute. 170 valid responses collected help to built the measurement of the four factors and dependent variables – purchase intention. Data analysis is done through a variety of process of analysis : Descriptive Analysis, Reliability Analysis, Factor Analysis, and Regression Analysis. The answers gathered from respondents from students of National University, young customers and officers were analyzed by SPSS software, leading to the result shows that all factors have significant effect on the purchase intention toward foreign clothes.
The results of this research showed significance impacts of mentioned factors on purchase intention of customers. Based on the results, the recommendations and limitations as well as suggestions for further research are discussed in the last chapter. | en_US |
