Factors Impacting on Korean Consumer Goods Purchase Decision of Vietnam’s Generation Z

• 발행기관: 한국유통과학회
• 저자명: Xuan Truong NGUYEN
• 간행물 정보: 『유통과학연구(JDS)』제17권 제10호, 61~71쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.10.30

영문 초록

Purpose - This study aims to explore the impact of factors on Korean consumer goods purchase decision of Vietnam’s Generation Z. Research design, data, and methodology - A mixed research method was utilized in this study including focus group, in-depth interview, pilot study, and official study. The conceptual model and hypothesis were tested using data collected cross-sectional by questionnaire, from a sample of 439 respondents, by both electronic and paper surveys with non-probability and convenience sampling. The SPSS 20 and AMOS 20 software were employed to analyze the data. Results - Results showed that Vietnam’s Generation Z was strongly impacted by social media, Hallyu, country of origin, social norms, and perceived usefulness. Besides, Korean consumer goods purchase decision of Vietnam’s Generation Z also were impacted by intermediary factors such as trust, social norms, product involvement, perceived quality, perceived usefulness, attitude, and buying intention. There were differences in factors affecting the purchase decision of the boy and girl Generation Z group. Conclusions - The factors impacting on Korean consumer goods decision of Vietnam’s Generation Z are very important for Korean firms and government. The findings provide Korean firms opportunity for appropriate to be carried out factors impacting Korean consumer goods to generation Z in Vietnam successful.

목차

Abstract

1. Introduction

2. Literature Review

3. Conceptual Model

4. Methodology

5. Results

6. Conclusions

7. Limitations and Future Research

References

키워드

purchase decision Korean consumer goods generation Z social media Hallyu country of origin