소비자의 브랜드 신뢰, 가치의식, 원산지 중요성 및 한류 제품에 대한 태도가 구매의도에 미치는 영향: 베트남 소비자 연구

초록

leading retailer called E-mart in South Korea is leading the growth in retail sector both in domestic and international markets. E mart has focused on Vietnam retail market since 2014 and continues to increase its investment, and its sales volume in Vietnam has grown gradually since its market entry in 2014 and reached net profit of 52.2 million USD in 2017. E-mart’s sub brand, named as ‘NO BRAND’ has shown a noticeable success in domestic market and is reported to be well accepted in Vietnam’s consumer market, and sales of NOBRAND per store in Vietnam is found to be twice of the ones in South Korea. This study aims to explore what drives Vietnamese consumers’ preference for NO BRAND in order to provide insights for marketers who are interested in Vietnamese consumer market. In this study, brand trust, value consciousness, country of origin and Korean Wave are selected as major determinants affecting Vietnamese consumers’ purchase intention for NO BRAND. Findings show that value consciousness and Korean Wave were statistically significant factors driving the popularity of NO BRAND in the Vietnamese retail market. Country of origin and brand trust were found to be insignificant in determining consumers’ purchase intention for NOBRAND.

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