The impacts of communication toward brands of Korean pop music merchandises in virtual community on consumer purchase intention in Ho Chi Minh City
Abstract
This research is done to explore “the impacts of communication toward brands of Korean pop music merchandise in virtual community on consumer purchase intention”. It will answer how consumers respond to the information gained from conservations in virtual community. Base on this, it can help to have a clearer observation about the impacts of virtual community to consumer behavior as well as support marketers in developing the marketing strategy based on virtual community. The found results indicated that: there are three factors affecting positively to purchase intention. They are peer communication, Attitude toward brand and Trust in virtual community.
The quantity method is mainly applied in the research. Questionnaire surveys are delivered to consumers in HCM city to collect data with around 250 samples. SPSS program is used to test data with four main parts: Reliability, EFA, Correlation and Regression.
Key Word: Virtual community, peer communication, Korean Pop music, Trust in virtual community, Attitude toward brand