| dc.description.abstract | Since Doi Moi (1986), Vietnam opened its economy, as a result many cultural wave have influenced on Vietnamese culture, and recently Hallyu has become a hot topic among the young. Hallyu is a terminology refers to the adaptation of Korean popular culture. There are some common forms that the young Vietnamese receive are music which is famous for idol bands, dramas which is normally contains romantic content, its show is funny and expresses culture of Korea … Hallyu has changed the perception and behavior of people.
Applying the consumer decision making of Schiffman and Kanuk and model consumer decision making process of Kotler and Armstrong, a quantitative and qualitative research has conducted to find out the influence of Hallyu on the young Vietnamese’s consumer behavior in fashion. There were 300 respondents who are from 15-35 years old in Ho Chi Minh City participating in the survey to draw a general picture and 10 in-depth interviewees to get some insights. The author used simple statistical techniques and descriptive statistics to analyze the collected data.
The results shows that consumers usually purchase Korean fashion from 300,000 VND to 500,000 VND for gathering with friends and studying, working purpose. They most of the time go shopping at fashion store, and recently change from traditional market to online purchasing. They perceive Korean fashion has high quality, beautiful design, and prefer to buy things advertised via hot dramas, music video… In addition, a comparison between male and female was also conducted to show the difference between two gender in receiving different Hallyu forms as well as factors affecting their consumer behavior. Although there are some limitations, the results are used to give some recommendation for Korean fashion distributors in Vietnam. | en_US |
