| dc.description.abstract | As the social media users in Vietnam are increasing, it is big chance for fashion online shop owners to promote their products via those social platforms. In Vietnam, apart from Facebook, another favored social networking app is Instagram. Therefore, this research aims to analyze factors influencing purchase intention of fashion via Instagram of young customers in Ho Chi Minh City.
The variables examined in this research are perceived usefulness, perceives ease of use, subjective norm, e-word of mouth, brand awareness and purchase intention. Quantitative research method is applied. In quantitative method, 250 questionnaires were collected and analyzed by using SPSS software.
The results showed that Perceived Usefulness, Perceived Ease of Use, E-Word of Mouth and Brand Awareness are significant predictors of Instagram Purchase Intention. Additionally, Subjective Norm dose not have impact on the dependent factor in this research.
Keywords: Instagram, purchase intention, perceived usefulness, perceived ease of use, subjective norm, e-word of mouth, brand awareness. | en_US |
