FACTORS INFLUENCE THE INTENTION OF VIETNAMESE TEENAGERS TO BUY “MADE IN VIETNAM” SPORTS SHOES
The article examines the different factors influence the intention to buy “Made in Vietnam” sports shoes of Vietnamese teenagers. Using quantitative research method, we collect data from 258 (teenagers) respondents, of which 169 have worn or intended to buy “Made in Vietnam” sports shoes. We processed the survey result by “SMARTPLS” software. According to our model, there are 7 factors taken into consideration: (1) Perceived price, (2) Product quality, (3) Product design, (4) Service quality, (5) Brand, (6) Reference group, (7) Ethnocentrism. Four factors at 5% of significance level that show greater impact on “Intention to buy Made in Vietnam sports shoes of Vietnamese youth”. Specifically, “Ethnocentrism” (TVC) has the strongest impact with a result of 0.583, followed by “Product price” (GC) at 0.177, “Reference Group” (NTK) at 0.128 and “Product Quality” (CL) has the lowest impact level of 0.126.
Keywords: Impact factors, purchase intention, sports shoes, made in Vietnam, Vietnamese youth
