The effect of the country-of-origin, brand trust and brand satisfaction on the customer's online purchase intention: Case study of Vietnam's generation Z in fashion industry

Abstract

Recently, the 4.0 industries have been developing in different countries. And the fashion market is also developing with technology. There are different online channels and commerce to sell clothes from different fashion markets. Therefore, the research objective for this evidence is that firstly, it concludes the influence of countries of origin on brand characteristics and purchase intention for fashion brands in Vietnam. Secondly, it also concludes the influence of brand characteristics on brand trust and brand satisfaction. And finally, it also examines the influence of brand trust and brand satisfaction on fashion purchase intention in Vietnam. For the research method, the quantitative research method is conducted for this evidence to provide research outcome based on path model for SPSS and AMOS software. According to snowball nonprobability sampling, exactly 299 GenZ HCMC consumers had recently used fashion products or knowledge for fashion product in social media or commerce. The research outcome for this evidence is that firstly, countries of origin have significant positive relationship with brand characteristics and purchase intention for fashion brands in Vietnam. Secondly, the positive influence of brand characteristics on brand trust and brand satisfaction is also concluded in this outcome. And finally, the positive influence of brand trust and brand satisfaction on fashion purchase intention in Vietnam is also concluded in this evidence. Besides, this outcome also provides and supports for theory of planned behaviors when consumers know different origin for fashion products.