Luxury product; social media; perceived quality; value dimensions; Vietnamese Consumers
Issue Date
2018-01
Publisher
한국마케팅학회
Citation
아시아마케팅저널, v. 19, no. 4, page. 15-36
Abstract
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.