Consumer Value and Social Media Usage on Luxury Product for Vietnamese Consumers

Vietnamese luxury market is rapidly growing, however, there is a few researches on Vietnamese consumers’ perceptions of luxury products and influential factors in purchasing intention. The purpose of this study is to explore Vietnamese consumers’ value dimensions and mediating effect of social media...

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Bibliographic Details
Published inASIA MARKETING JOURNAL Vol. 19; no. 4; pp. 15 - 36
Main Authors Hyun, Hyowon, Park, JungKun, Pham, Tuan Ba, Ren, Tianbao
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 2018
Korean Marketing Association
Subjects
luxury product
perceived quality
social media
value dimensions
vietnamese consumers
Luxury product
Vietnamese Consumers
social media
value dimensions
perceived quality
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Summary:Vietnamese luxury market is rapidly growing, however, there is a few researches on Vietnamese consumers’ perceptions of luxury products and influential factors in purchasing intention. The purpose of this study is to explore Vietnamese consumers’ value dimensions and mediating effect of social media information for their decision making for luxury product. Data were collected using self-administered mail survey. This study examines the influences of consumers’ perceptions of quality and value, and social media word-of-mouth on Vietnamese consumers’ luxury purchase intention.
ISSN:1598-7868
2765-6500
DOI:10.15830/amj.2018.19.4.15