Factors influencing customer's purchase intention toward fast fashion brands

Abstract

This research explored factors influencing customer’s purchase intention toward fast fashion brand. Specially, this study conduct to discover the relationship that may exist among consumer’s cognition of Perishability, Scarcity, Low price, Attitude, Impulse Buying. Besides that, the impact level of Attractiveness of Discount, Promotion and Preference; Knowledge, Cognitive and Affective Response; Price Sensitivity and Country of origin are also examined within the scope of this research. A total of 300 qualified questionnaires are collected from both male and female respondents who are full of 15 and above and reside in Ho Chi Minh city. Also, the individual used to buy H&M items are allowed to participant in the survey research. The data will be analyzed in SPSS and AMOS 20. In this research, the primary data is gathered by collecting survey. Structural Equation Modelling approach was applied. Consumer who are attracted to Perishability due to limited time and Scarcity because of limited quantity, have a positive attitude toward fast fashion brand and retailers or products. Moreover, customer also have a positive attitude toward fast fashion items thank to low price. As a result, consumer who have a positive attitude toward fast fashion brand are willing to purchase items from them impulsively. Furthermore, Attractiveness of Discount, Promotion or Preference; Knowledge; Cognitive and Affective Response; Price Sensitivity and Country of origin also play a role in moderating the effect of Attitude to Impulse Buying. The statistic SPSS is applied to analyzed the data and the result in significant outcomes. The final result expresses that Attitude is the most influential factor to Impulse Buying. Also, Attractiveness of Discount, Promotion and Preference and Price Sensitivityplay a strongly important role in moderating the effect of Attitude on Impulse Buying. One more thing is that, Scarcity is rejected after analyzing which presents that there is no relationship between Perishability and Attitude. These outcomes bring a new research model. vii This research provides general knowledge to investigate factors influencing purchase intention of consumer toward Fast fashion brand. Thank to these information, manufacturers or organizations which belong to garment industry could develop attractiveness or impressive strategies to compete with other. To Vietnamese garment companies. It’s important to apply and take a deep understanding factors that influence to customer ‘s choice to beat global fashion brand like Zara, H&M, Uniqlo, etc. In additon, this paper also provide information for futher reasearch related to fast fashion topics.