Factors Influencing Customer’s Purchase Intention Towards Fast Fashion Brands
Authors: Nguyen Ngoc Hoang Ngan1 Bui Quang Thong2
1. Department of Business Administration, School of Business, International University, Vietnam, National University, Ho Chi Minh city, Vietnam
2. Department of Business Administration, School of Business, International University, Vietnam, National University, Ho Chi Minh city, Vietnam
This research explores factors influencing customer’s purchase intention toward fast fashion brands. Specially, this study discovers the relationship that may exist among consumer’s cognition of Perishability, Scarcity, Low price, Attitude, Impulse Buying. Besides that, the impact level of Attractiveness of Discount, Promotion and Preference; Knowledge, Cognitive and Affective Response; Price Sensitivity and Country of origin are also examined as moderator variables within the scope of this research. Both male and female who are full of 15 and above, reside in Ho Chi Minh city, used to buy H&M items are allowed to participant in the survey research. The statistic SPSS is applied to analyzed the data and the result in significant outcomes. The final result expresses that Attitude is the most influential factor to Impulse Buying. Also, Attractiveness of Discount, Promotion and Preference and Price Sensitivityplay a strongly important role in moderating the effect of Attitude on Impulse Buying. One more thing is that, Scarcity is rejected after analyzing which presents that there is no relationship between Perishability and Attitude. This research provides general knowledge to investigate factors influencing purchase intention of consumer toward Fast fashion brand. Thank to these information, manufacturers or organizations which belong to garment industry, especially Vietnamese fashion brands, could develop attractiveness or impressive strategies to compete with other. In additon, this paper also provide information for futher reasearch related to fast fashion topics.