Trang 1 Ministry of Finance University of Finance and Marketing ---□❀□ ---BÁO CÁO TỔNG KẾT ĐỀ TÀI NGHIÊN CỨU KHOA HỌC CỦA SINH VIÊN EXPLORING THE FACTORS AFFECTING REPURCHASE INTENTION O
Ministry of Finance University of Finance and Marketing -□❀□ - BÁO CÁO TỔNG KẾT ĐỀ TÀI NGHIÊN CỨU KHOA HỌC CỦA SINH VIÊN EXPLORING THE FACTORS AFFECTING REPURCHASE INTENTION OF FAST FASHION CUSTOMER: SOCIAL MEDIA, PRODUCT SATISFACTION, CSR PERCEPTION, AND STORE ATMOSPHERE TP HCM, tháng năm 2023 Ministry of Finance University of Finance and Marketing -□❀□ - BÁO CÁO TỔNG KẾT ĐỀ TÀI NGHIÊN CỨU KHOA HỌC CỦA SINH VIÊN EXPLORING THE FACTORS AFFECTING REPURCHASE INTENTION OF FAST FASHION CUSTOMER: SOCIAL MEDIA, PRODUCT SATISFACTION, CSR PERCEPTION, AND STORE ATMOSPHERE Người hướng dẫn: TS Tô Anh Thơ Sinh viên thực hiện: Vũ Thị Thảo Nhi Trần Gia Hân Nguyễn Ngọc Bảo Trân Phạm Thảo Anh TP HCM, tháng 04 năm 2023 The purpose of this study is to identify THE FACTORS AFFECTING REPURCHASE INTENTION OF FAST FASHION CUSTOMER 249 forms were given a survey to complete The association between social media, product satisfaction, CSR consumer perception, store atmosphere, and consumer satisfaction was then evaluated using the partial least squares-structural equation modeling (PLS-SEM 4) method According to the survey, consumer satisfaction in Vietnam is positively impacted by product satisfaction and CSR consumer perception The present body of knowledge regarding fast fashion consumers' intent to repurchase was expanded by this study The bulk of respondents to the survey are students, and the data collected are primarily from people under the age of 25 This study establishes a foundation for the implementation of fast fashion services and seeks to raise consumer knowledge of fast fashion across the board To help fast fashion firms increase the likelihood that customers will return to their stores and buy their products again, it also provides information into the satisfaction of fast fashion customers and their intention to repurchase Social media, fast fashion, customer satisfaction, CSR consumer perception, store atmosphere, and repurchase intention TABLE OF CONTENTS ABSTRACT CHAPTER 1: INTRODUCTION OF THE RESEARCH TOPIC 1.1 The concept of fast fashion 1.2 The reason for choosing the topic 1.3 Research purpose and research question 1.4 The overall scope of the topic 1.5 Research methodology 1.6 Contribution of the research and method of transferring research results 10 1.7 Structure of study 10 CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 11 2.1 Introduction of fast fashion and theorical background 11 2.1.1 Introduction of fast fashion .11 2.1.2 Theorical background .11 2.2 Previous research 13 2.3 Conceptual framework and development of research conceptual model 18 2.3.1 SOCIAL MEDIA 18 2.3.2 PRODUCT SATISFACTION 22 2.3.3 CSR CONSUMER PERCEPTION 24 2.3.4 STORE ATMOSPHERE 27 2.3.5 REPURCHASE INTENTION 31 CHAPTER 3: RESEARCH METHODOLOGY 33 3.1 Research type 33 3.1.1 Exploratory research 33 3.1.2 Descriptive research 34 3.2 Research strategy 34 Survey 36 3.3 Quantitation approach 37 3.3.1 Sampling design 37 3.3.2 Measurement scale 38 3.3.3 Data collection 39 3.3.4 Questionaire 39 CHAPTER 4: RESULTS AND DISCUSSION 43 4.1 Sample structure and characteristics 44 4.2 Evaluation of measurement model 46 4.2.1 The assessment of indicator reliability 46 4.2.2 Evaluation of Cronbach’s alpha and composite reliability 47 4.2.3 The assessment of convergent validity: AVE 48 4.2.4 Discriminant validity 49 4.3 Evaluation of the research structure’s model 51 4.3.1 The assessment of R square and Q square 52 4.3.2 The assessment of path coefficient 52 CHAPTER 5: CONCLUSION 55 5.1 Theoretical and practical implications 55 5.2 Limitation and future research 56 CHAPTER 1: INTRODUCTION OF THE RESEARCH TOPIC 1.1 The concept of fast fashion Vietnam is a center for ingenuity, talent, tradition, and local commerce An increasing number of designers are making eco-friendly clothing, paying their employees properly, and establishing respectable workplaces Many maintain tight ties with ethnic minority tribes, preserving ancestors' knowledge of weaving, dyeing, and fabric production One of Vietnam's greatest sectors and a major driver of the country's economic expansion is the textile and apparel industry Vietnam's textile and apparel exports reached a value of almost $20 billion in 2014, rising 18% year over year, according to the Vietnam National Textile and Garment Group (VINATEX), making up 15% of the nation's GDP and 18% of all exports Vietnam has quickly emerged as a significant force in the global textile industry, namely in the outdoor, sports, and footwear industries Vietnam's largest export industry in 2017 was textiles, which employs over million people and is home to over 6,000 apparel and garment companies The largest market for Vietnamese clothing is the U.S., followed by Japan and the EU in that order The Japanese fast-fashion retailer Uniqlo is already making plans for the establishment of its second location in the nation, which will be in the capital city of Hanoi, after opening its first store in HCM City in December 2019 The 2,500 square meter Uniqlo store in Hanoi will occupy two floors of a sizable mall on Pham Ngoc Thach Street 2019 marked the entry into Vietnam of two well-known fast fashion retailers, Cotton On and Uniqlo Numerous foreign retailers, notably the eagerly anticipated Zara and H&M, have expanded into the nation over the past two years Some indigenous brands have also been purchased by international firms The Vietnam Retailers Association reports that there are already more than 200 global fashion brands in Vietnam, accounting for more than 60% of the domestic market, which is believed to be growing at an average pace of 15-20% According to a recent Nielsen poll, Vietnam ranks third globally in terms of the percentage of consumers who love wellknown brands, just behind China (74%) and India (59%) Document contin Discover more from: Business Research Trường Đại học Tài -… 12 documents Go to course 2005 5884 - A business re 58 reference Business Research Huong dan trinh bay LV 20 21 Business Research BÀI THẢO LUẬN NHÓM information Business Research THE Different Sectors OF T Economy Business Research Bangkhaosat Anh - Likert s Business Research CV-NGUYỄN THỊ Thanh TU NHÂN SỰ Business Research According to a BMI prediction, the average annual growth rate of Vietnamese consumers' fashion spending from 2017 to 2021 will be 10%, up from 7% in the previous years In 2017, Zara Vietnam's incomes climbed up to over VND1.1 trillion (USD48 million), and to about VND950 billion within the to begin with half of 2018, agreeing to Mitra Adiperkasa H&M moreover said they saw a huge opening within the Vietnamese advertise with a youthful populace and a fast-growing economy In any case, numerous outside brands said that they have confronted a few troubles when growing to Vietnam, particularly in space rentals which are skyrocketing over the past two a long time 1.2 The reason for choosing the topic A drive by many retailers to increase the number of "seasons," or the frequency with which all of the goods in a store are changed, is unavoidable given the fierce competition in today's fashion market and the constant need to "refresh" product ranges Fashion retailers are encouraging customers to visit their stores more regularly with the concept of "Here Today, Gone Tomorrow" as tiny groupings of products become increasingly popular This suggests that fast-moving goods will have shorter life cycles and larger profit margins because they won't need to be marked down at all Customers are also driven by a need for variety, fast gratification, and pricing moxie to favor stores like Zara and H&M (National Post 2009) Numerous studies have looked at different facets of the buyer-supplier relationship in quick or fast fashion, including the apparel design process in relation to quick response (Forza & Vinelli, 1996), the supplier's role in fast moving fashion (Doyle et al., 2006), buyer behavior (Bruce & Daly, 2006), and financial performance The literature on the general idea of "rapid fashion," which has arisen in the fashion business from a consumer standpoint, appears to be lacking, nevertheless 1.3 Research purpose and research question The purpose of this research is to investigate how social media, CSR consumer perception, store atmosphere and product satisfaction influence repurchase intention under the particular fast fashion brand context A short literature review serves to systematize and evaluate existing work This study seeks to further align research opportunities growth potential of the fast fashion market and suggests different locations research to better understand fast fashion a consumer-oriented approach, not just a supplier approach The aim of this study is to find answers to the following questions: Do social media affect repurchase intention of customers? Do product satisfaction affect repurchase intention of customers? Do corporate social responsibility affect repurchase intention of customers? Do store atmosphere affect repurchase intention of customers? 1.4 The overall scope of the topic The study mainly focuses on the factors that affect the rebuying-decision of customers in fast fashion industry Therefore, as one of the largest possible market segments for such a fashion industry, a suitable research group would be people of all genders between the ages of 16 and 40 living in Ho Chi Minh City A total of 258 respondents participated in the survey from March 2023 However, due to the validity, reliability and generalizability of the study, only 44 responses were considered for use in this study Unsatisfactory responses were excluded from the survey to ensure accuracy 1.5 Research methodology Construction of the questionnaire: This study's goal is to examine the variables that influence consumers' decisions to repurchase products A field survey employing questionnaires was conducted to evaluate the proposals Sampling design and data collection Step 1: The researcher collects and evaluates relevant papers The researcher then selects a list of potential factors for the study's analysis On the basis of this list, the study's assumptions and conceptual frameworks are developed Obtaining a sample that is representative of the total population is the goal of all sampling techniques Understanding the characteristics of the research population is crucial when selecting a sampling technique in order to establish a representative observed sample size and provide a reasonably accurate population assessment Only a sufficient number of representative individuals, also known as the experimental sample, can be chosen to be observed in the study because it is difficult to examine the entire population The sampling technique is particularly crucial since it affects the sample's uniformity or variability There are two sampling techniques: non-probability sampling (which ignores regularity) and probabilistic sampling (referring to uniformity) Step 2: The researcher determines the scope of the study, including sample size and requirements for sample selection An appropriate sampling method is chosen for data collection by quantitative research Step 3: Next, the researcher begins to create a survey questionnaire The questionnaire is divided into two sections: personal information and factor analysis All questions in the questionnaire must be carefully tested to the appropriate scale It is normal practice to use questionnaires to gather data from respondents to straightforward questions Before creating the questionnaire, it is important to consider the study topic and raise the appropriate questions in order to gather correct data using this method Researchers frequently develop quantitative hypotheses that include variables Step 4: The survey is conducted online by the researcher, which has the benefits of convenience and time savings a few techniques to energize interview subjects The best strategy to achieve the goal is to actively motivate interviewees, which is crucial in research before official research questions are posed The researcher may