The impacts of materialism and self-perception on purchase preference for foreign brand products in Vietnam
| Autor: | Tran Van Huan, 陳文訓 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Foreign brand buying behavior is an interesting facet of consumers’ desire for worldly goods, and has both theoretical and managerial import for marketers and consumer researchers. This study investigates Willingness to buy foreign brand products in the context of Vietnam, a transitional economy where the behavior is considered an emergent phenomenon. In this study, a main survey (N = 415) was investigated to Vietnamese consumers. From one-way ANOVA results, foreign brand buying behavior has significant difference among Vietnamese regions, and that choosing behavior is also affected by educated level. In addition, the key findings from final SEM model that are materialism, individualistic-Self, and consumer ethnocentrism have become significant predictors of Willingness to buy foreign brand products among the emerging consumers in Vietnam. Further, foreign brand buying behavior is positively related to consumption satisfaction, and in turn consumption satisfaction positively and significantly contributes to satisfaction with life in general. However, foreign brand buying is interestingly significant negative related to life satisfaction. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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