Title: FACTORS AFFECTING THE PURCHASING BEHAVIOR OF VIETNAMESE YOUTH FOR PRODUCTS LINKED WITH K-POP IDOLS
Authors:
Nguyen Thi Van Anh, Lam Anh Thu, Tran Minh Ngan and Dang Duong Minh Khoa
Abstract:
To examine the factors affecting the purchasing behavior of products that link with K-POP idols, the research team used qualitative and quantitative research methodology linked based on the analysis of data collected from a survey of 339 Vietnamese youths, among whom 115 had previously purchased products linked with K-POP idols linked. The research team used SMARTPLS software to process the collected survey data. The research results indicated that the Perceived behavioral control (PBC) factor strongly influenced the intention to purchase products linked with K-POP idols among Vietnamese youth (YD) with an impact level of 0.415. This was followed by the Subjective norms (SN) factor with an impact level of 0.279. The attitude toward products linked with K-POP idols (ATT) factor did not show a statistically significant positive relationship with the variable YD. The Perceived benefits (PB) factor had an impact level of 0.326; the Intention to purchase products linked with K-POP Idols (YD) factor had an impact level of 0.302; and the Cost of products linked with K-POP Idols (CP) factor had an impact level of 0.247 on the purchasing behavior of products linked with K-POP idols among Vietnamese youth (PBV). The Consumption motivation for products linked with K-POP Idols (CM) factor did not show a statistically significant positive relationship with the variable PBV. Based on these results, the research team provided several discussions and recommendations to optimize consumer benefits for Vietnamese youth. They also suggested that sellers and businesses dealing in products linked with K-POP idols should develop appropriate business strategies for these products.
Keywords: Influencing factors, purchasing behaviors, K-POP idols, teenagers, Vietnam.
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