| dc.description.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. | en_US |
