• ISSN: 2010-3646
    • Frequency: Bimonthly (2011-2014); Monthly (Since 2015)
    • DOI: 10.18178/IJSSH
    • Editor-in-Chief: Prof. Aurica Briscaru
    • Executive Editor: Mr. Ron C. Wu
    • Abstracting/ Indexing: Google Scholar, Index Copernicus, Crossref, Electronic Journals Library
    • E-mail: ijssh@ejournal.net
IJSSH 2018 Vol.8(8): 235-240 ISSN: 2010-3646
doi: 10.18178/ijssh.2018.V8.967

Factors Influencing Millennials’ Purchase Intention towards Fast Fashion Products: A Case Study in Vietnam

Han Gia Vuong and Minh Tan Nguyen
Abstract—This paper is aimed to identify factors influencing purchase intention of Millennials towards fast fashion products in Vietnam. The study is conducted by quantitative approach with data collection from 430 respondents in Hochiminh City and Binh Duong Province, Vietnam in December 2017. The results were investigated by descriptive analysis, reliability analysis, exploratory factor analysis, correlation analysis, and regression analysis. The research discloses a significant finding: all seven factors including Perceived Price, Perceived Quality, Brand Consciousness, Fashion Consciousness, Hedonic Shopping Value, Store Environment, and Sales Promotion have positive influence on millennials’ purchase intention towards fast fashion products. The research contributes to the field of fast fashion industry by highlighting the remarkableness of these factors which linked to some particular characteristics of Millennials generation.

Index Terms—Fast fashion, Millennials, purchase intention.

Han G. Vuong and Minh T. Nguyen are with the School of Business of International University, Vietnam National University in Ho Chi Minh City, Vietnam (e-mail: vuonghan96@gmail.com, ntminh@hcmiu.edu.v).

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Cite: Han Gia Vuong and Minh Tan Nguyen, "Factors Influencing Millennials’ Purchase Intention towards Fast Fashion Products: A Case Study in Vietnam," International Journal of Social Science and Humanity vol. 8, no. 8, pp. 235-240, 2018.

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