베트남 패션시장에서 소비자 구매의도에 영향을 미치는 요인분석

Currently, the fashion market in Vietnam is growing at a rapid pace and the fashion industry is becoming more and more specialized. In the fashion market, many new brands are constantly increasing and diversifying, which allows consumers to have more buying choices. Subsequently, these consumers take into account various factors when making a purchasing decision. Therefore, it is required to understand the purchasing choices of these customers from the perspective of the fashion industry. Thus, I would like to analyze the Vietnamese fashion market based on the current and preceding research in this study. Various factors affecting consumers' purchase intentions in the Vietnamese fashion market were selected, specifically image, product quality, and online word of mouth, and these variables affect reliability and information usefulness, which further affects consumers' purchase intentions. To analyze this research model, an online survey was conducted on Vietnamese consumers with their online purchasing experience, and a total of 297 valid samples were analyzed. Images have a statistically significant effect on reliability, product quality on information usefulness, and online word-of-mouth(e-WOM) on reliability and information usefulness, respectively. Therefore, this study investigated whether various variables effectively influence the Vietnamese fashion purchase intention, and in addition, it was found that the recent rapid development of online purchasing has a very significant influence on reliability and information usefulness through online word-of-mouth marketing. Through this, we hope to understand the Vietnamese fashion market and help the fashion industry enter the Vietnamese market in the future.