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The Impact of Consumer Ethnocentrism on Purchase Intention: An Empirical Study from Vietnam
Thanh Ngoc Dan NGUYEN,Phuong Nhu DANG,Phu Hoang TRAN,Trang Thi Thuy NGUYEN 한국유통과학회 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.2
Ethnocentrism in users plays an important role in predicting user behavior when deciding between imported and domestic goods. The purpose of this study is to look into the influence of ethnocentrism in customer behavior on brand image, perceived value, perceived quality, brand trust, and brand buy intention. Vietnamese customers prefer homegrown brands. The moderate role of consumer ethnocentrism in the conceptual framework emphasizes the country origin of the product is the most important factor. It also demonstrates how the intention of Vietnamese consumers to buy domestic brands is substantially influenced. To test the hypothesis, this article used a quantitative technique utilizing PLS-SEM software. With 917 samples, the study used the quota sampling approach to collect data from students at 10 universities in Ho Chi Minh City. The data suggest that all players have a positive association and that consumer ethnocentrism has a moderate impact in the Vietnamese brand context. Following that, suggestions are made to help Vietnamese firms create and retain their brands in the face of severe competition from global brands in the domestic market. To increase consumer intent in purchasing behavior, the Vietnamese local company needs to establish a strong brand.
Minh Sang VO,Ngoc Phu TRAN,Thi Kieu Thu NGUYEN,Thi Cam Tien HUYNH,Thi Kim Loi NGUYEN,Le Phuong Nghi THACH,Gia Nhu THAI,Thi Thanh Sang TRAN 한국유통과학회 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.4
This study intends to analyze the impact of the country of origin on the intention to ingest COVID-19 vaccinations by measuring Vietnamese people’s perceptions of India in the manufacture of COVID-19 vaccines. The research is done using a quantitative method, and primary data was obtained using a conventional manner based on the willingness of the research respondents, who are Vietnamese persons aged 18 and up, to contribute information. The findings revealed that perceived brand association and perceived brand quality directly positively impact the COVID-19 vaccine’s consumption intention and willingness. Meanwhile, while the perceived country image component has no direct effect on consumption intention, it does have a positive indirect effect on consumption intention through perceived brand linkage and perceived brand quality. The findings also emphasize the importance and significance of a country’s image in brand association and quality perception. The study’s findings imply that to increase consumers’ willingness to buy India’s COVID-19 vaccination, the country should develop communication initiatives to improve consumer perceptions of the country’s image, the perceived value of the brand association, and brand quality.
Consumer Perceptions and Consumer Behavior Toward Bio-Based Products: An Empirical Study in Vietnam
Trong Luan NGUYEN,Ngoc Phu TRAN,Thi Kieu Thu NGUYEN,Thi Cam Tien HUYNH,Thi Kim Loi NGUYEN,Le Phuong Nghi THACH,Gia Nhu THAI,Thi Thanh Sang TRAN 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.12
Green economy, also known as sustainable economy, is a current development trend in which consumers prefer products that are wholly or partly derived from materials of biological origin since they have become more concerned about their health and the environment in which they live. This study aims to examine consumer behavior toward bio-based products with three key goals in mind. First, it helps to understand the perception of consumers toward Bio-based products. Second, it properly helps consumers be aware of products derived from materials of biological origin so that the consumer can make purchasing decisions to protect their health and contribute to the protection of the environment. Third, the study on consumer behavior towards bio-based products will provide a more accurate view and assessment to companies looking to develop Bio-based products. Based on that, the research is carried out through surveying, collecting data from consumers, and then using the deductive approach, descriptive statistics, and quantitative method analysis. The results demonstrated that a positive relationship and a direct impact are established between the variables of Attitude and Social Norms and the Purchase Intention toward Bio-based products. Furthermore, the findings reveal that customers have positive feelings towards bio-based products in terms of trust, knowledge, and the environment.