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

Authors
Hyun, HyowonPark, JungKunTuan, Ba PhamRen,Tianbao
Issue Date
Jan-2018
Publisher
한국마케팅학회
Keywords
Luxury product; social media; perceived quality; value dimensions; Vietnamese Consumers
Citation
아시아마케팅저널, v.19, no.4, pp.15 - 36
Indexed
KCI
Journal Title
아시아마케팅저널
Volume
19
Number
4
Start Page
15
End Page
36
URI
https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/191493
DOI
10.15830/amj.2018.19.4.15
ISSN
2765-6500
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.
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