| dc.description.abstract | On the heels of rapid economic development and urbanization in Vietnam, luxury fashion market has various opportunities to grow and expand. In recent years, many global luxury brands have emerged in Vietnamese market. With incomes and living standards increasing, Vietnamese nationals have started to consume luxury fashion products but the numbers of consumers who purchase luxury fashion merchandises are still not very significantly large as other developed countries. As a results, to draw attention of people to engage in luxury fashion consumption, luxury retailers need to have understanding about the indicating elements that affect Vietnamese consumers’ attitude towards and purchase intention for fashion products in luxury sector. Hence, it is very necessary to carry out research to study these factors and address the problems.
The study investigated predicting factors that have effect on Vietnamese consumers’ attitude towards consuming luxury fashion products as well as consumers’ purchase intention. The data was gathered in the largest and most populated city in Vietnam, which is Ho Chi Minh City. Totally, 250 valid responses were included in this study and quantitative method was implemented. In terms of testing proposed hypothesis, regression analyses were applied and the findings pointed out that Fashion Innovativeness, Materialism, and Social Comparison have significantly positive association with attitude towards consuming fashion luxury merchandises among Vietnamese consumers. To be more specific, seven hypotheses were proposed and measured but there were only six hypotheses were supported after data analysis. Only one proposed factor which was Price – Quality did not have correlation with consumers’ attitude, dependent factor. Additionally, Vietnamese consumers’ purchase intention towards luxury fashion products was significantly influenced by consumers’ attitude towards consuming luxury fashion products.
As a results, in this research, theoretical and practical applications are also considered and discussed. Future research can base on the finding of this study to develop their studies in the same industry and luxury retailers can take advantage of this study’s results to develop suitable marketing strategies to enhance better business performance.
Keywords: Luxury fashion products, Vietnamese consumers, Attitude, Purchase intention.
Paper Type: Research paper | en_US |
