Factors Affecting Customers' Purchase Intention On Imported Products: The Case Of Fashion Industry In Vietnam

Abstract

Previous studies have mostly focused on consumers' purchasing intentions toward imported items in industrialized nations, but research in emerging countries such as Vietnam has been limited. As a result, the current study examines customers' purchasing intentions for Western imported fashioned items within Vietnam territory. This research particularly investigates the impacts of country of origin, corporate social responsibility, brand image, ethnocentrism, and social influence on imported product purchase intention. To acquire data, the paper employs a quantitative technique, an online survey will be carried out on at least 250 customers, independent of age, financial status, or gender, to meet the research's goal. To test hypotheses, SPSS and PLS-SEM software are employed. This study has two distinct objectives, which are to investigate the impact of five mentioned factors on consumers’ purchase intention, and to provide some suggestions to help relevant companies improve their strategies in the fashion industry. The finding demonstrates that except for ethnocentrism factor, all four remaining factors (country of origin, corporate social responsibility, brand image, and social influence) have a beneficial impact on the consumers purchase intention.