||Marketing matrix and Purchase Intention toward Korean Cosmetics in Vietnam: Moderating roles of Cultural Identity
||Marketing matrix and Purchase Intention toward Korean Cosmetics in Vietnam: Moderating roles of Cultural Identity
||Institute of International Management (IIMBA--Master)
||Dinh Thi Ngoc Ha
Perception of price
Cosmetics industry is one of the most fast-growing industries in Vietnam over past few years, in which Korean products occupy a big market share. This study employs the stimulus-organism-response model to examine the moderating roles of national brand of Korea and consumers’ cultural novelty on the relationships between the typical marketing matrix, or specifically promotion activity, perceived quality, perception of price, and store image and consumers’ purchase intention toward Korean cosmetic products. Research results based on a sample collected from Vietnamese female consumers show that elements in the typical marketing matrix indeed exert positive effects on consumer’s purchase intention. Moreover, national image of Korea and cultural novelty each plays a positive moderating role in the relationship between store image and purchase intention.
This study contributes to the stimulus-organism-response model by an incorporation of the culture identity issues into the model. Research implications and future directions are discussed.
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Background and Research Motivation. 1
1.1.1 Vietnam Background. 1
1.1.2 Cosmetic Market in Vietnam. 2
1.1.3 Korean Cosmetics in Vietnam Market. 3
1.2 The Objectives of the Study. 4
1.3 Research Structure. 5
1.4 Research Gap. 6
1.4.1 Research Gap 1: Korean Image. 6
1.4.2 Research Gap 2: Cultural Novelty. 7
1.4.3 Overview. 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 Theoretical Background. 9
2.2 Research Constructs. 10
2.2.1 Promotion. 10
2.2.2 Perceived Quality. 11
2.2.3 Store Image. 13
2.2.4 Perception of Price. 14
2.2.5 Purchase Intention towards Korea Cosmetics. 14
2.2.6 Korea’s Image as a Moderator. 15
2.2.7 Cultural Novelty as a Moderator. 17
2.3 Hypotheses Development. 19
2.3.1 Promotion and Purchase Intention. 19
2.3.2 Perceived Quality and Purchase Intention. 20
2.3.3 Store Image and Purchase Intention. 21
2.3.4 Perception of Price and Purchase Intention. 21
2.3.5 Moderating Effect of Korea’s National Image. 22
2.3.6 Moderating Effect of Cultural Novelty. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25
3.1 Research Framework. 25
3.2. Questionnaire Design and Construct Measurements. 26
3.2.1 Promotion Activity. 26
3.2.2 Perception of Price. 27
3.2.3 Perceived Quality. 27
3.2.4 Store Image. 28
3.2.5 Korean Image. 28
3.2.6 Cultural Novelty. 28
3.2.7 Purchase Intention. 29
3.3 Summary of Hypotheses. 29
3.4 Sampling Plan. 30
3.5 Data Analysis Procedures. 30
3.5.1 Descriptive Statistic Analysis. 30
3.5.2 Reliability of the Measurement Variables. 31
3.5.3 Interrelationship between Research Variable. 31
3.5.4 Moderated Regression Analyses. 31
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSIONS 32
4.1 Descriptive Analysis. 32
4.1.1 Data Collection. 32
4.1.2 Characteristics of Respondents. 32
4.1.3 Measurement Results for Relevant Research Variables. 34
4.2 Reliability and Validation Test. 36
4.3 Structural Equation Model (SEM). 44
4.4 Hierarchical Regression Analysis for Korean Image and Cultural Novelty as a Moderator. 50
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 54
5.1 Discussions and Conclusion. 54
5.1.1 Theoretical Implications. 54
5.1.2 Managerial Implications. 57
5.2 Limitation and Future Directions. 59
Appendix 1 67
Appendix 2 75
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