Factors influencing young Vietnamese people's decision when choosing luxury fashion online stores
Pham, Dang Dung (2017)
Pham, Dang Dung
Turun ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017061613677
https://urn.fi/URN:NBN:fi:amk-2017061613677
Tiivistelmä
The thesis explores the underlying motivations behind young Vietnamese consumers’ choice to shop luxury fashion products on the internet and the factors influencing their choice of online stores. The target of the research are young Vietnamese people living in Vietnam aged between 20 and 29.
The research was built around the theory of online retail attributes, luxury fashion online consumer behavior, and luxury fashion online marketing and examined different motivations and online store’s elements, primarily based on literature from Uche Okonkwo (2007) Luxury Fashion Branding: Trends, Tactics, Techniques. A survey was designed using quantitative method to test the importance of these motivations and factors to the target group.
The research collected 42 answers from a sample group of 120 contacts. The research finds out that convenience, information availabity of the products, available products and services, and cost and time efficiency are the main motivations for young Vietnamese people to shop online for luxury fashion products. When choosing a luxury fashion online store, young Vietnamese people consider web design, secure transactions, product range, product visual presentation, product information, price, promotion, shipping costs, return and exchange policy, customer services performance, and editorial contents the important factors for their choice of where to shop.
The thesis findings provide information about young Vietnamese fashion luxury consumers for luxury fashion brands and online stores. Based on the thesis findings, they can improve the performance of their online presence in order to attract this consumer group.
The research was built around the theory of online retail attributes, luxury fashion online consumer behavior, and luxury fashion online marketing and examined different motivations and online store’s elements, primarily based on literature from Uche Okonkwo (2007) Luxury Fashion Branding: Trends, Tactics, Techniques. A survey was designed using quantitative method to test the importance of these motivations and factors to the target group.
The research collected 42 answers from a sample group of 120 contacts. The research finds out that convenience, information availabity of the products, available products and services, and cost and time efficiency are the main motivations for young Vietnamese people to shop online for luxury fashion products. When choosing a luxury fashion online store, young Vietnamese people consider web design, secure transactions, product range, product visual presentation, product information, price, promotion, shipping costs, return and exchange policy, customer services performance, and editorial contents the important factors for their choice of where to shop.
The thesis findings provide information about young Vietnamese fashion luxury consumers for luxury fashion brands and online stores. Based on the thesis findings, they can improve the performance of their online presence in order to attract this consumer group.