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

Title
Consumer Value and Social Media Usage on Luxury Product for Vietnamese Consumers
Author
박정근
Keywords
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.
URI
http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07337129&language=ko_KRhttps://repository.hanyang.ac.kr/handle/20.500.11754/117146
ISSN
1598-7868
DOI
10.15830/amj.2018.19.4.15
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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