| dc.description.abstract | The primary objective of this study is to investigate the factors that
influence on young residents’ need satisfaction for fashion clothing by Korean Wave
and find out recommendations for fashion industry in Vietnam.
The research model was developed with four independent variables and
one dependent variable. Based on the quantitative method, the questionnaire was
designed to collect data from young people who are from 12 to 25 years old in
HoChiMinh City. After pilot test process, the survey questionnaire was delivered to
many people who are student at secondary schools, high school and universities in
HoChiMinh City. In additional, the questionnaire was also designed by Google Drive
and shared on the social network to collect responses. The analysis was based on a
sample of over 350 participants.
To analyze the data, SPSS software was used with five tools: Descriptive
Statistics, Reliability Test, Exploratory Factor Analysis (EFA), Correlation Test and
Multiple Linear Regression Analysis. After using these tests, the regression equation
of this study is: SAT = -0.539 + 0.322CUL + 0.173SOC + 0.234PER + 0.178PSY.
And the final result of hypothesis testing is all statements are statistically supported.
In general, the research results are helpful for companies and marketer in
fashion clothing industry in Vietnam. Because of limitation of time and finance, the
research just focuses on small sample in HoChiMinh City. Hence, to helping the
further research in the future, some recommendations and suggestions are provided in
the last chapter of this research. | en_US |
