Empirical Study of Purchasing Intention in Vietnam

Empirical Study of Purchasing Intention

in Vietnam

Bui Huy Khoi1(&) and Ngo Van Tuan2

1 Industrial University of Ho Chi Minh City, 12 Nguyen Van Bao Street,

Go Vap District, Ho Chi Minh City, Vietnam

[email protected] 2 Banking University of Ho Chi Minh City, 36 Ton That Dam,

Nguyen Thai Binh Ward, District 1, Ho Chi Minh City, Vietnam

[email protected]

Abstract. The aim of this research investigates if and how brand image, brand

origin, country of origin, country of manufacture, brand awareness and corpo￾rate social responsibility has an impact on purchasing intention for imported

goods in Ho Chi Minh City in Vietnam. Survey data is collected from 345

consumers in HCM City. The reliability and validity of the scale are tested by

Cronbach’s Alpha, Average Variance Extracted (Pvc) and Composite Reliability

(Pc). The analysis results of structural equation model (SEM) shows that the

purchase intention and some factors have a relationship with each other. The

finding of this study provides valuable insights for the management of import

goods firms understanding the factors effecting.

Keywords: Smartpls 3.0 software
Purchase intention

Structural equation model
SEM
Factors
Import goods
Relationship

1 Introduction

The majority of us have seen, when consumers decide to buy a product, the design,

quality and features of the product are factors strongly influence their purchasing

decisions. But deep down inside each customer always has one base, something called

faith strong impact on the assessment of the quality and features of the product, which

is brand origin. This concept is brand origin (BO), and can be defined as the place,

region or country where the target customers table perceive the brand to belong to [1].

Indeed, BO images related positively to both dimensions of brand equity [2]—an

important factor affecting purchase intention of consumer shopping behavior. How￾ever, BO has been little research on the impact of its main intentions of consumers

shopping behavior, and even fewer and newer in the consumer market in Vietnam.

Therefore, the effects of brand origin to the intention of the consumer shopping

Vietnam is necessarily needed. Parallel with BO, another term is necessary to pay

attention when we mentioned to brand origin, sometimes causing confusion or even

differences when assessing the impact of a brand, especially in Vietnam, which is the

COO. Country of origin (COO) can be defined as the country of manufacture or

assembly. COO have been researched for a long time, even more than BO. On the other

© Springer Nature Switzerland AG 2019

V. Kreinovich et al. (Eds.): ECONVN 2019, SCI 809, pp. 751–764, 2019.

https://doi.org/10.1007/978-3-030-04200-4_53