How would subjective factors affect Vietnamese millennials' buying intention toward the U.S apparels

Abstract

This study investigates the subjective antecedents of Vietnamese millennials’ intention to buy American apparel products and how these subjective factors impact consumer’s purchase intention. With previous literature in the field of consumer buying behavior and subjective norms, this study proposes consumer’s need for uniqueness, self-congruity, attitude toward American apparel, and perceived quality as four subjective dimensions of buying intention. Four hypotheses are developed for the relationship between each of these four factors and consumer’s buying intention. Although lots of literature has conducted research on exploring and assessing antecedents of buying intention, this study makes itself valuable with a new approach by investigating subjective factors only. A total sample of 384 respondents is collected to evaluate the proposed conceptual framework of the hypotheses through an online survey with, but not limited to, millennials in Ho Chi Minh City, Vietnam. Data is tested using SPSS, AMOS, and hypotheses to be examined with One-way ANOVA Regression. The findings indicate that all four promotional factors are significant to explain the outcome. Furthermore, the relationships between these factors and buying intention are confirmed with a positive sign. Also, it’s worth mentioning that Need for uniqueness appears to have the most significant impact on consumers' intention for buying.