Purchase Intention Towards Japanese Convenience Goods: A Cross-Sectional Study in Vietnam

• Published in: The Journal of Asian finance, economics, and business Vol. 8; no. 10; pp. 165 - 176
• Main Authors: NGUYEN, Nga Thi Quynh, NGUYEN, Duong Tuan, NGUYEN, Quynh Thi Phuc
• Format: Journal Article
• Language: Korean
• Published: 한국유통과학회 01.10.2021; Korea Distribution Science Association
• Subjects: Convenience Goods; Perceived Value; Vietnam; Japan; Purchase Intention
• ISSN: 2288-4637; 2288-4645

The primary purpose of this study is to identify determinants influencing Vietnamese consumers' purchase intention towards Japanese convenience goods. The research model consisting of six factors affecting the dependent variable is proposed based on the Theory of Consumption Values and Theory of Perceived Value of purchase. This study employs a survey method in a convenient sampling method to collect data of target respondents. Data consisting of 180 samples was collected and analyzed using the SMARPLS3 software. The measurement model is assessed to confirm the validity and reliability of the construct, then hypotheses testing is performed with Bootstrapping analysis. The results demonstrated that five factors affect Vietnamese consumers' purchase intention towards Japanese convenience goods, including the price of the product, quality of the product, functional value, emotional value, and conditional value. Major findings of this study suggest that the functional value that consumer perceives about Japanese convenience goods has the most significant relationship with their purchase intention, followed by the quality of the product and the price of the product. Besides, emotional value and conditional value have a moderate influence on consumers' purchase intention. Whereas the influence of the epistemic value of the product on consumers' purchase intention is insignificant in this presented study.