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
INTRODUCTION OF THE RESEARCH TOPIC
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.
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
8 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 do 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:
1 Do social media affect repurchase intention of customers?
2 Do product satisfaction affect repurchase intention of customers?
3 Do corporate social responsibility affect repurchase intention of customers?
4 Do store atmosphere affect repurchase intention of customers?
The overall scope of the topic
The study mainly focuses on the factors that affect the buying-decision of customers in re 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 2 responses were 44 considered for use in this study Unsatisfactory responses were excluded from the survey to ensure accuracy.
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 eferring to uniformity).(r
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
10 also emphasize the fact that the interview provides valuable information that he or she gains that is not available elsewhere
Making the responders to the questionnaire as unbothered as possible is another strategy for inspiring others Therefore, the questionnaire's length should be kept to a minimum so that respondents won't be afraid or uncomfortable answering them Alternatively, the questions themselves should be presented simply and directly
Step 5: Finally, the researcher conducts data analysis using Smart PLS 4 software After that, the results will be discussed to suggest some implications to help the store managers and marketers increase customer repurchase intentions.
Contribution of the research and method of transferring research results
With the help of this study, store managers and marketers can understand adequately and implement with detail regarding variables that influence customer purchase intention of their products, thereby offering more suitable products, marketing programs and business strategies Moreover, other businesses can grasp the market demand, propose practical measures to increase the competitiveness of fast fashion; hence meeting customer needs, especially the young.
Structure of study
This article is structured as follows: The second section includes a literature review and the development of hypotheses The research process and research model are discussed in the following section The results of the study are summariz in Section 4 edConclusions and implications are discussed in Section 5
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
Introduction of fast fashion and theorical background
The fashion apparel sector has seen substantial change, especially in the last 20 years as the industry's borders have widened (Djelic & Ainamo, 1999) Since then, the dynamics of the fashion industry have changed, forcing retailers to demand low costs and flexibility in design, quality, delivery, and speed to market These changes include the fading of mass production, an increase in the number of fashion seasons, and modified structural characteristics in the supply chain (Doyle et al., 2006) The driving elements of competitiveness in the fashion garment sector have been identified as speed to market, design, marketing, and capital investment
According to Franks (2000), the essential tactic to maintain a profitable position in the dynamic and demanding market is to "detect and respond." Maintaining closer ties between suppliers and buyers is a critical aspect of greater flexibility and rapid response in this scenario (Wheelwright & Clark, 1992) In order to compete in the market, conventional fashion apparel merchants exploited their capacity to foresee consumer demand and fashion trends (known as ready- -wear) well before the actual to time of consumption (looking at the basic structure of the fashion business until the late 1980s) (Guercini, 2001) Yet, in recent years, fashion stores have had to contend with rivals by guaranteeing speed to market and their capacity to deliver the latest trends in clothing quickly
According to Taplin (1999), these stores might be blamed for the adoption of "rapid fashion," which is the result of an unforeseen process on a seasonal basis that reduces the period between designing and consumption (Taplin, 1999)
Theory of Planned Behavior (TPB) of Ajzen (1991) which has broad applicability , and predictability, a theoretical advancement based on Theory of Reasoned Action is
(TRA) of Ajzen and Fishbein (1980) Both theories are opposed to voluntary behaviors and are supported by rational intentions and thinking Besides, this theory is used by researchers in many different fields such as: marketing, psychology, management, medicine, and finance Ajzen (1991) developed TPB based on TRA, which has numerous advantages over the previous model's drawbacks
Essentially, TPB is more extensive than TRA with the addition of a new component called Perceived Behavioral Control (PBC) together with Attitude (Ab), and the allusion of individuals nearby known as Subject Norm (SN) TBP inserts Perceived Behavioural Control (PBC) has proven its value and effectiveness of a large number of psychological studies related to human behavior
With the foregoing, we find Theory of Planned Behavior (TPB) is consistent with this study Therefore, we take this theory as the theorical background
Previous research
It appears that as utilitarian and hedonic shopping value satisfaction also increases In turn, satisfaction is shown to p influence attitudinal loyalty Attitudinal loyalty dem significant, positive relationships with behavioral outcomes i word of mouth communication and share of purchases Th suggests that satisfaction alone is not a sufficient conditio generation of behavioral loyalty Instead, the develop attitudinal loyalty is required as an antecedent to behavioral o such as word of mouth and share of purchases Thus, we have that satisfaction with the present shopping experience is s satisfaction with previous experiences
Our findings support the importance of building a social rel for salespeople to positively impact their selling perform predicted in hypothesis 1 and 2, the strength of a social rel turned out to have a significant positive effect on both o salesperson’s effect on purchase decision and customer sat
Satisfaction with purchase decision In other words, participants credi salesperson with influencing their purchase decision as well a to be satisfied with their purchase decision when they thought a strong social relationship with a salesperson
Five constructs of perceived SSM activities of luxury fashio are entertainment, interaction, trendiness, customization, and mouth Their effects on value equity, relationship equity, a equity are signi cantly positive For the relationship between fi equity drivers and customer equity, brand equity has si negative effect on customer equity while value equity and rel equity show no signi cant effect As for purchase intentiofi equity and relationship equity had signi cant positive effecfi relationship equity had no signi cant in uence Finfi fl relationship between purchase intention and customer eq significance The ndings of this study can enable luxury bfi forecast the future purchasing behavior of their custome accurately and provide a guide to managing their assets and m activities as well
Brand loyalty (brand preference, Repurchase intention, Word of mouth
Our findings show that trust in interpersonal relationships customer-contact employees and customers has a positive customer satisfaction that in turn leads to brand loyalty We that fashion retailers provide training programs of equipping employees with professional skills to deal with issues inv interpersonal relationship This is an effective means t customer- contact employees master necessary skills to customer needs and retain customers.
Design & layout cue (traffic flow, space allocation)
Findings of this current research show that color, lightenin flow, product display and window display have statistical infl purchase intention whereas music and space allocation have result provides important managerial implications to fast industry to focus on purchase intention to enhance sustainab profitability Further investigation of the factors contrib purchase intention and in other geographical areas is sugg future studies
Consumer Responses (Purchase Intention, Loyalty, Recommend Intention)
Empirical results demonstrate that CSR not only has positive on consumer purchase intention, recommend intention, an directly, but also has indirect positive influence on consumer intention and recommend intention through CCI The inf process of CSR on CCI is moderated by fit and the mo direction is different owing to product types For the produc association preference is positive, fit can positively mod relationship between CSR and CCI, while for product association preference is negative, the moderating role negative
The research results point out that the fashion designer re social media marketing, and the fashion store atmosphere positive impact on the relationship between the customer and store, as well as the intention to repurchase of designed products In particular, customer relationship also aff repurchase intention of designed fashion products positively
Purchase Intention Online survey This study evaluates the relationship between fast fashion ind some important concepts present in Corporate Social Respo
Engagement studies The current research adds to the CSR literature by idCSR-fit and ethicality as drivers of CSR Authenticity Authe revealed to be an important predictor of Trust, Social Respo and has an effect on General Attitudes However, and surpri does not directly affect purchase intention Trust appears to be important dimension to the CSR framework, significantly iPurchase Intention, and Social Responsibility impacts c engagement Consumer engagement and social signaling demonstrated to have an impact on purchase intention Taken our CSR framework makes important contributions to unde consumers’ needs and perceptions fulfilled by CSR program fast fashion industry
Conceptual framework and development of research conceptual model
Because of the dramatic development of information technology, particularly the 4.0 revolution, there has been an appearance of social media which is used in the Internet for individuals to talk, text or voice messages with each other Taking advantage of that growth, people have used it as a tool for them to boost their marketing strategy as well as maintain their customers interactions ’ productively Social media has now become a key component as well as a must for many players
Social media is a new kind of media that include online sources that were developed, investigated, used, and distributed by online users with the purpose to promote others about products, businesses, services, events, and other topics of interest (Rehmani, & Ishfaq, 2011)
Types of social media marketing
Instead of only supporting one-way online marketing, the internet and social media enable and encourage direct customer contact between businesses and consumers According to studies, knowledge exchange and active client interaction are more effective marketing strategies for businesses than unidirectional online advertising (A Kim & Ko, 2012) Many fashion firms, from high-end to fast fashion, have recently devised strategies for creating and maintaining relationships with customers online Companies are cutting back on traditional advertising spending in order to fund social media marketing (SMM) initiatives as a result of this new possibility Zara, a well-known fast- fashion brand, uses just social media marketing and no traditional advertising, despite the fact that it is not a replacement for traditional marketing
Online tools, platforms, and media that are part of social media aim to make it easier to communicate, build relationships, and share content (Richter and Koch, 2007, cited in (A Kim & Ko, 2012) There are many different types of social media, such as podcasts, videos, weblogs, and social blogs Additionally, there are a number of advantages, including improved exposure and traffic as well as decreased marketing costs from the perspective of the business Information gathering and feedback are both improved by social media presence (Karamian et al., 2015; Tiago & Veríssimo, 2014) Companies can now more easily get client feedback and opinions than in the past Several studies have highlighted the various goals of social media marketing According to Kim and Ko ((J Kim et al., 2010), referenced in (Ural & Yuksel, 2015)), increasing sales and profitability is the primary goal of social media marketing operations Castronovo and Huang (2012), for instance, place emphasis on many criteria In general, a business can utilize social media to achieve one of three objectives: raising awareness, boosting sales, or cultivating customer loyalty (Castronovo & Huang, 2012) To achieve these objectives, businesses utilize social media, for example, as a way to connect with customers, a route for direct sales, and a setting for social commerce (Dong-Hun, 2010, quoted in (Gamboa & Gonỗalves, 2014)) Nevertheless, as Kim and Ko (2011, p 1482) note, these goals can be coupled to two significant factors: "brand's participation in social media acts as a marketing activity to create a relationship with customers and improve corporate profits." One consumer is worth much more than what they first spend because a sizable portion of users spread information to others via social media (Karamian et al., 2015)
In general, fast-fashion refers to styles that are quickly transferred from runway to stores so that customers can purchase the newest trends (Cortez et
20 al., 2014) Amancio Ortega and his business Inditex, which owns the brand Zara, improved the strategy by responding to trends and customer wants on a weekly ongoing basis rather than only duplicating seasonal designer-led creations (Crofton & Dopico, 2007) Consumers thrive on change, especially in fast fashion, therefore new products should be readily available on a consistent basis (Bruce & Daly, 2006) As a result, the buying and sourcing decisions are determined by speed Examples of fast fashion companies are Zara, H&M, Forever 21, Primark, and Topshop There are variations in these firms' marketing approaches and advertising, for instance, according to Crofton and Dopico (2007) H&M spends 3,5 percent of their turnover on advertising whereas Zara spends just 0.3 percent (Crofton & Dopico, 2007)
As previously stated, technological advancements draw customers to interact with brands Although some firms have been reluctant to adopt technology, the fashion industry's shared interest in tweeting, blogging, and networking has an impact on every brand Yet, social media engagement on platforms like Facebook and Twitter may foster positive interest and even enthusiasm for firms (A Kim & Ko, 2012) The main purpose of brands' use of social media in the fashion industry is to introduce their goods, services, and brand (A Kim
& Ko, 2012) As a result, social media platforms like Facebook, Twitter, Pinterest, YouTube, and Instagram are widely used in the fast fashion industry Numerous companies have their own smartphone applications, including Zara, H&M, and Forever21 Since clients want to see the newest designs and feel inspired, images and videos play a crucial role in fast fashion's social media Instagram and Facebook are the main social media platforms for all of these businesses due to the significance of visual content Almost 30.5 million people like Zara's Facebook page (2023), and they have 57.4 million
Instagram followers (2023) Zara can also be found on Pinterest, YouTube, and Twitter
The significance of “social media in fast fashion repurchase intention” According to one of the earliest studies on fashion blogs (Anna Rickman & Cosenza, 2007), today's fashion consumers are inspired to repurchase the same branded products from a variety of sources, including media and movies, friends, street fashion and more These concepts are often discussed online, and before you know it, the concepts can go mainstream and bring users back to the brands they've used before
Most people today regularly participate in online communities, blogs, forums and social networks, turning social networks into alternative communication tools that enhance existing activities and relationships to improve the user experience effectively In addition, the growing popularity of social media provides a platform to build brands for new customers as well as indirectly influence the repurchase behavior of existing customers
When analyzing consumer conversations and interactions on Facebook, Instagram, and other social media platforms, the value of comparisons between consumers in society is recognizably low As a result, virtual communities are still not a significant influence on customers' purchasing decisions, but we will continue investigating as soon as possible to have an exact number for this element
Therefore, social networks are now still being checked to be an effective tool in the near future for the fast fashion industry to increase interaction with old customers and at the same time reach more new audiences (Mohr, 2013) H1: Social media will positively affect customers repurchasing fast fashion ’ items decision
Oliver's The Expectation-No Confirmation Model (1980) is the approach to conceptualizing customer happiness that is most frequently recognized and used You are troubled by the idea that consumer expectations are created by attitudes toward the purchasing process and potential customers' perceptions of a good or service Consumers assess the performance of the product or service after they have purchased it and/or used it in comparison to their initial expectations This evaluation yields an attitude, either a satisfying choice or dissatisfaction State of contentment occurs if the following assessment and attitude support the customer's expectations regarding the purchasing process, the product, or the service This feeling of fulfillment results in a favorable attitude toward the purchasing process, the product, and/or the service, and it can have a positive impact on future purchase intentions However, if the subsequent assessment and attitude contradict consumer expectations, a state of dissatisfaction results, which could have a detrimental impact on future purchase intentions
Whether satisfaction should be seen as a process, or an outcome is a topic of discussion among researchers (Yi, Y (1991) According to several scholar (Fornell, 1992) , satisfaction should be seen as a process of evaluation or a reaction to an assessment process Customers view satisfaction as a goal that can be attained through the usage of goods and services, therefore a successful purchase satisfies this aim According to recent studies, consumers' assessments of the value they received from their shopping experiences are what leads to satisfaction as a response to an evaluation procedure The findings of prior research on shopping value and satisfaction support the
23 alignment of hedonic and pragmatic shopping value satisfaction Therefore, we posit the following hypotheses
According to Oliver (1997), customer satisfaction is an emotional response to an experience related to recently obtained goods or services According to Oliver (1997), client appraisal of a good or service results in interesting levels of satisfaction, like customer satisfaction Retailers frequently link the services, costs, and goods they offer clients to customer satisfaction in the fashion industry (Pan & Zinkhan, 2006) Building client loyalty involves many different factors, and customer happiness is one of them (Anderson et al., 1994) Positive perceptions regarding a brand are correlated with brand loyalty (Jamal & Anastasiado, 2009) It is demonstrated by encouraging repeat purchases of a specific product and through word- -mouth recommendations of for products (Kim et al., 2007; Jamal & Anastasiado, 2009) Learning experiences show that devoted customers can repurchase a brand's goods and advocate for it to others (Chi et al., 2009; Gee et al., 2008) Furthermore, prior research has shown that brand loyal customers are more likely to have positive shopping experiences (Hennig-Thurau et al., 2002; Rawliman & Chu, 2002) Information on this source textSource text necessary for further translation details Therefore, we posit the following hypotheses
H2: Product satisfaction has a positive influence on repurchase intention of fast fashion’s customers
CSR – Corporate Social Responsibility Definition
Economic, legal, ethical, and discretionary (Carroll, 1979) or economic, ethical, legal, and philanthropic (Grohmann & Bodur, 2015) dimensions are used to define CSR in the literature, defining ethicality as one of these dimensions In a second-order structure, consumers identify CSR as a service provider with economic, ethical/legal, and charitable characteristics (Grohmann & Bodur, 2015) According to an organizational perspective, CSR uses moral, civil, and responsible behavior to boost business performance and generate profits (Grohmann & Bodur, 2015)
RESEARCH METHODOLOGY
Research type
Research can be divided into many categories according to its goal, scope, data analysis, length of time spent studying the phenomenon, and other factors It is crucial to remember that a research endeavor will almost certainly use multiple types of research The basis of this research will be exploratory and descriptive studies, which will be based on the theories As is typical of exploratory research, this study will use the gathering of response data to investigate potential effects of the issue in the future Also, it might be regarded as a descriptive study because it is based on the theoretical groundwork of earlier scholars
Exploratory research is a preliminary investigation "conducted to determine the precise nature of the problem to be solved." This research methodology focuses at topics that haven't gotten enough attention in the past Preliminary results are frequently used to create the framework for follow-up studies This approach aims to give a reason or justification for an earlier observed event Instead than providing a conclusive response to the research challenge, it also studies the research problem in many different depths, thereby identifying the nature of the problem Therefore, the goal of exploratory research is to deepen our understanding of the problem rather than to offer conclusive proof
An exploratory study paves the way for upcoming conclusive research, according to a previous statement The study plan, sampling technique, and data collection process may all benefit from its inclusion Exploratory research, by definition, "tends to address unusual difficulties where little or no prior study has been done." The major method of data collection most
34 frequently used in exploratory investigations is unstructured interviewing Additionally, surveys, focus groups, and observational methods can be used to gather primary data for this type of study
Exploratory research is essential to a study's success since it can produce valuable and pertinent data Studies give the researcher the freedom to use creativity to learn as much as possible about the topic The researcher will then involve a third party, offering a great chance to discover what works and what doesn't It also aids in defining the objectives of a research team's efforts
The research method known as a descriptive study describes the characteristics of the population or subject being studied This descriptive methodology concentrates on the "what" rather than the "why" of the research topic Or, to put it another way, it simply "describes" the topic of the study without going into detail on its causes
Descriptive research in this context relates to the issue's research objectives, study design, and data analysis Data collecting, on the other hand, has no detrimental environmental impact It also does not alter or modify any of the variables; rather, it just observes and measures them These investigations are often known as "correlational" or "observational" studies A descriptive study is defined by the Office of Human Research Protections (OHRP) as "any study that is not experimental." Descriptive research can also be used to show links or relationships between various global elements.
Research strategy
A research strategy is a detailed plan for conducting a study Planning, carrying out, and monitoring a study are all guided by a researcher's research
35 strategy It gives the research paper structure, enabling the author to do research methodically and quickly to provide high-quality results and thorough reports The research plan acts as the basis and key in the application of the research paper, outlining the theoretical underpinning and the experiments stated in the article, and thereby accomplishing the defined objectives
A research strategy should be appropriate for its objective, which means it should be able to help the researcher come up with a solution to the problem being studied Make sure the study strategy you choose can be conducted in an ethically sound manner In social research, it is customary to request that participants be given the option of remaining anonymous and leaving the study at any time They should also be informed of their role in the research project and their rights, as well as the fact that any data collected will be kept private and used only to further the objectives of the study
There are numerous study methods available, and each has a unique set of benefits According to Yin (2003b) and Saunders et al (2009), there are a lot of different research methodologies, but there are also a lot of similarities They both concurred that the optimal approach should be picked for a particular study project Some of the most common research methodologies used in business and management include experiments, surveys, case studies, action research, grounded theory, ethnography, archival research, cross-sectional studies, longitudinal studies, and participatory inquiry (Easterby Smith et al., 2008; Collis and Hussey, 2009; Saunders et al.,
2009) The top two research methods in this study were the survey research approaches The parts that follow will provide a quick explanation of this strategy
A survey often covers a vast area and provides a birds-eye view of a specific area of interest Surveys are frequently used in the social sciences to collect basic information on large groups, such as their activities, perspectives, and attitudes This is done in nonacademic surveys as well, such as market research and opinion polls Surveys are available in a variety of formats As part of a postal survey, which is a typical type of survey, a questionnaire is distributed to a large number of people Telephone surveys, which allow a researcher to speak with a respondent while on the phone, have also long been used in the social sciences Another popular survey form is the Internet survey, which uses the Internet as a delivery method for the survey This can be accomplished through the use of social media, email, and websites Another sort of survey is a face-to-face survey, in which the researcher converses with the respondents in person
In this case, the distinction between representative and exploratory samples is useful Because it contains the same distribution of significant traits as the entire population, a representative sample is meant to produce an accurate mirror image of the complete population In contrast, an exploratory sample is used to collect data to examine a new region and is not required to be representative of its population
Various sampling strategies can be employed to generate a representative sample They all guarantee that the researcher will not be able to influence the selection of individual participants for the sample, which is something they all have in common Because it ensures that each participant has an equal chance of being chosen, random sampling is the gold standard for creating representative samples
Purposive sampling is an effective strategy for generating an experimental sample The goal here is to identify a small group of people who can provide the researcher
37 with extremely relevant information People present may have unique insights or intimate knowledge of the issue under discussion As a result, the researcher may individually invite them to participate in the sample
One advantage of employing surveys as a research method is that they allow you to collect a large amount of data fast and economically They also allow for the collection of both quantitative and qualitative data When people lack the time or desire to provide detailed responses to the researcher's questions, the data acquired may be shallow, which is a disadvantage.
Quantitation approach
Sampling is a procedure that involves picking particular people or a small portion of the population to draw conclusions about and estimate the characteristics of the population as a whole Researchers frequently use a variety of sampling techniques in market research in order to avoid having to look at the complete population in order to gather useful data
Being the basis of any research design, it is also a time- and money-efficient tactic Sampling techniques may be used by research survey software to achieve the best derivation
Probability sampling and non-probability sampling are the two types of sampling used in market action research An example of a sample approach is probability sampling, in which a researcher randomly selects a few variables and subjects from a community When this selection parameter is utilized, each member has an equal chance of being included in the sample On the other hand, non-probability sampling necessitates choosing study participants
38 at random This sampling technique doesn't employ a predetermined or deliberate method of selection Fair chances for all population groups are therefore challenging to attain Additionally, it is challenging to ensure that every component of a population has an equal probability of being represented in a sample
In this study, the authors decided to choose a sample group of people who have ever shopped on fast fashion store Thus, these people will have the experience of services, thereby assessing the impact of factors on repurchse intention.
A scale is a statistical instrument or object used to quantify or measure any event or other thing Variables and quantities are defined and categorized using various measurement scales The many statistical analysis applications are determined by the unique characteristics of each measurement scale level
The nominal scale, which is the article's lowest level of measurement, uses numbers as "tags" or "labels" to classify or identify various objects Usually, a nominal scale is used to measure unimportant or non-numerical factors This qualitative rating method is used to categorize and identify survey respondents This qualitative scale categorizes and distinguishes survey respondents based on variables like gender, age, occupation, income level, and purchase seniority Its objective is to give researchers a complete picture of the respondents, making it simpler for them to classify and identify differences in the responses
Furthermore, the questionnaire will be divided into five groups, each about a
39 distinct aspect of the study, which covers five variables: Social media, product satisfaction, CSR consumer perception, store atmosphere and repurchase intention As a result, there is a more comprehensive understanding of the variables impacting these buildings To measure, quantify, and characterize the magnitude of variables, ordinal scales rank the data without defining the degree of variance between them This type of data is known as qualitative or categorical data It can be named, ranked, and classified Thus, in addition to the information provided by the nominal scale, the ordinal scale provides the rank of those variables From there, researchers may easily assess the degree of agreement among the variables' order of determination
The process of obtaining and evaluating data on specific variables within of a defined system is known as data collection This is done so that a person can respond to appropriate inquiries and evaluate the outcomes When collecting data, researchers must select the optimal data kinds, sources, and collection techniques
The primary strategy for gathering data for the study was the survey approach The survey will be completed and constantly verified for errors to allay worries about openness Typos and unnecessary questions will be removed by the researcher, and the question will be changed to better suit the participant's understanding The questionnaire will be carefully revised before being posted as a Google Forms link and officially sent to potential participants using a strategy that makes it simple to use and judicious sampling To swiftly enhance the number of responses, this form will also be distributed to a number of online communities on Facebook and other social media platforms
The research had five main variables: Social media, product satisfaction, CSR consumer perception, store atmosphere and repurchase intention To measure those variables, we apply a quantitative method and develop 5-point Likert scales, ranging
40 from “strongly disagree” to “strongly agree” Furthermore, the questionnaire also contained some questions about demographic characteristics of Vietnamese consumers such as gender, age, occupation status, income, etc Additionally, data was collected through an online survey in Vietnam by using a random sampling method
A total of 250 questionnaires were submitted and 249 responses were retained for analysis after removing invalid responses Following Anderson and Gerbing (1988), we present a two-step modeling approach: First, we examined the measurement model to test reliability and validity Second, we examined the structural model to investigate relationships among the theoretical constructs
Construct Items Questions Scale Reference
To what extent do you agree with the statement below?
The content of fast fashion brands’
Facebook/Instagram about fast fashion interesting
Instagram/Facebook provide good online customer’s services
The contents found on Fast fashion brands’ Instagram/Facebook are always up to date
SM4 It is easy to convey your opinion through Fast fashion brands’
To what extent do you agree with the statement below?
I am satisfied with the product provided by Fast fashion brand
Fast fashion brands provide consistent product quality
Fast fashion brands products would ’ make me want to have them
Fast fashion brands are reasonably priced
To what extent do you agree with the statement
The CSR behaviour of Fast fashion brands fits with their business
The CSR behaviour of Fast fashion brands is appropriate for their brand image
Fast fashion companies set fair prices for products
Fast fashion brands integrate charitable contribution into their business activities
To what extent do you agree with the statement below?
The staff are helpful and friendly
The design is reflected in attractive facilities
Products are organised and have a good colour scheme for the store
The ambiance consisting of music, lighting, scent pleasant
To what extent do you agree with the statement
I intend to retain my purchasing with Fast fashion brands
I plan to buy more items or more in volume from Fast fashion brands
I plan to increase my frequency of visits to Fast fashion brands’ stores
I have selected Fast fashion brands and I am loyal to them
When I purchase my next piece of casual wear, I will buy it from Fast fashion brands.
RESULTS AND DISCUSSION
Sample structure and characteristics
Descriptive statistics of respondents represents the demographic details of the sample Of 24 usable surveys, 157 of participants are female and 92 of them are 9 male It can be seen that the female gender accounts for a larger proportion than male with a survey rates of 63.1%, doubling the figure for that of male
With regard to age, most of the participants are within the age group of under 20 years old (65.9%) while the group above years old takes the lowest rate, at only 40 3.2% The number of people between 21 and 30 years old and from 31 to years 40 old account for 23.3% and 7.6%, respectively
Unmarried respondents were responsible for the largest portion, at 88.4%, while that of married person only made up 11.6%
Moreover, the majority of respondents were witnessed to be students (69.1%) The number of officers account for 12% and the figure for other occupation was about
8.4% People who are employee and work in the civil service made up about 4% and 5.3% accordingly The percentage of housewife and employee are nearly the same, at 0.8% and 0.4% respectively
In brief, the sample is rather unbalanced in terms of age, occupation, and income because the main force of online shopping is young
Evaluation of measurement model
4.2.1 The assessment of indicator reliability
The consistency and stability of the results collected by the questionnaire are referred to as reliability Researchers will be able to determine if the convergent values of particular constructs are qualified or not based on the value of factor loadings According to (Henseler, Ringle, & Sinkovics, 2009), values between 0.4 and 0.7 should be carefully examined before deleting, however values higher than 0.7 are seen to be the most desirable for study Researchers are also urged to remove them if these values are lower than 0.4
In short, the standardized outer loading of the indicator is calculated to determine the indicator's dependability, and its value should be more than 0.6 The outer loadings of the constructs are all higher than 0.6, as can be shown in Table 5: Outer Loadings, indicating that these variables satisfy all criteria and will be retained in the research
CSR PS RI SA SM
47 4.2.2 Evaluation of Cronbach’ alpha and composite reliabilitys
Cronbach's Alpha and Composite dependability (CR) are two often used measures for assessing internal consistency dependability Internal consistency is overvalued by Composite Reliability, but undervalued by Cronbach's Alpha Therefore, authors decide to use both of them in order to precisely assess the consistency of these variables
Hair et al (2010) state that a Composite Reliability score greater than 0.7 and a Cronbach's Alpha value greater than 0.9 indicate strong internal consistency levels Additionally, the range between 0.7 and 0.8 yields respectable results in the study, whereas the range between 0.8 and 0.9 is thought to generate good reliability
By determining the composite reliability (CR) for each construct, we evaluated construct reliability With the exception of Social Media, all of the constructs have composite reliability values over 0.8 and Cronbach's Alpha coefficient values are more than 0.9, as shown in Table 6: Cronbach's alpha and composite reliability, indicating that the scales are trustworthy We will closely study this component since social media has a Cronbach's Alpha score that is quite near to 0.9
4.2.3 The assessment of convergent validity: AVE
Average Variance Extracted (AVE) is a measuring metric used to evaluate the scale's convergent validity According to Hair et al (2010), the convergent validity is very excellent if the AVE score is over 0.7 Additionally, values below 0.5 will be excluded from the study even though values between 0.5 and 0.7 are regarded as acceptable
Using Table 7: Comparable validity the convergent validity of these constructs is quite high as seen by the fact that AVE, the value that measured CSR, Product Satisfaction, Repurchase Intention, Store Atmosphere are all over 0.7 In general, the convergent validity of these variables is qualified to be utilized in the research because all AVE values observed in the table are greater than the minimal needed level of 0.50
Scientists are able to establish the amount of discriminatory validity by evaluating Fornell-Larcker figures Numerous researchers have argued that the first Fornell- Larcker value in each column ought to be the highest ones contrasts with the other numbers vertically below it and horizontally lie in the exact same row alongside it when discriminant validity exists among factors
CSR PS RI SA SM
According to details in the Table 8: Fornell-Larcker evaluation, the square of the root of each construct’s AVE score is larger than its association among the other implicit structures, showing that there is a distinction between all the conceptions Consequently, it can be claimed that the discriminant stage of all components are effectively compatible in the study
Henseler et al (2014) hypothesized that in parallel with Fornell-Larcker values and Cross loadings, researchers may also analyze the value of Heterotrait - Monotrait (HTMT) to establish the discriminant validity The following two criteria are used to determine the distinctive value between the group of two implicit factors:
• HTMT > 0.9, it is challenging to establish differential values among two latent elements That is, the information contained of the two concealed variable measure groups are relatively comparable
• HTMT ≤ 0.85, attaining classifier value across two implicit elements
Henseler et al indicated that aside Cross loadings and Fornell – Larcker values, researchers may also assess the value of Heterotrait - Monotrait (HTMT) to determine the discriminant validity in 2014 It is believed that if the HTMT percentage is less than 0.9, the variables are distinctive enough to be maintained in
CSR PS RI SA SM
51 the research Vice versa, if the HTMT rate is higher than 0.9, the scales will lose their difference of value
Since the HTMT rate of every factor in this research are smaller than 0.85, a high degree of discriminant validity exists among variables Therefore, all of the structures are trustworthy enough to be included in the research
In conclusion, the evaluation model findings suggest that both the validity and dependability of the constructs are adequate, and we proceed to test the structural theory as stated above.
Evaluation of the research structure’s model
Testing the explanatory power of the proposed model was conducted using the PLS method, researchers often use the coefficient of determination (R2 value) metric (Lin et al., 2010) This coefficient is defined as the squared correlation between the expected and actual values of a certain endogenous component (Lin et al., 2014) This coefficient can also be used to determine the model's prediction accuracy In addition, the coefficient is meant to show the combined influence of the external latent factors on an endogenous latent variable From Table 10: Adjusted R square and Adjusted Q square, the proposed model explained 71.3% of the variance of the dependent variable
H1: SM → RI 0.024 0.671 0.001 Rejected H2: Product satisfaction
Cohen’s f 2 (Cohen, 1988) is appropriate for calculating the effect size within a multiple regression model in which the independent variable of interest and the dependent variable are both continuous It is calculated by taking the ratio of the variance explained by the independent variables to the total variance in the dependent variable The effect sizes are considered small, medium, and large with f f 2 ≥ 0.02, f 2 ≥ 0.15, and f 2 ≥ 0.35, respectively It is evident in Table 11, apart from Social media and Store atmosphere, all the remaining variables have a f value 2 greater than 0.02
The P value (also known as “probability value is a number, calculated from a ”) statistical test, that determines the statistical significance and the measure of significance testing The P-value is the level of marginal significance within the hypothesis testing that represents the probability of occurrence of the given event The P-value is used as an alternative to the rejection point to provide the least significance at which the null hypothesis would be rejected If the P-value is small, then there is stronger evidence in favour of the alternative hypothesis With a P-value less than 0.1 (10%), a hypothesis will be accepted Therefore, except Social media and Store atmosphere, two remaining hypotheses proposed in this study are supported as their p values are less than 0.1 In conclusion, researchers decided to keep the following hypotheses
Path coefficient (or connection strength) is the estimated coefficient in a Structure Equatuon Madelling (SEM) model that measures the degree of correlation between model variables These are the parameters of the model, and these represent the estimates of effective connectivity The path coefficient varies between -1 and 1,
54 with positive values representing a positive correlation and negative values representing a negative one
It is clearly seen in Table 11: Path coefficient that the relationship between Social media and Repurchase intention (β = 0.024, P-value = 0.671) is not significant, which means hypothesis 1 is rejected Despite being suggested as a key point when intending purchasing items (Michaela & Lavie 2015) for the first time, it is not suitable for rebuying intentions To explain it further, as customers have bought the product, they clearly understand the information about the product as well as the experience about it Hence, social media is unneccessary in offering new communication tooks for companies and their customers
Product satisfaction is strongly linked to repurchase intention β = 0.417, P-value 0) When customers purchase products which match their expectations and meet their demand, they are likely to buy products again.and provide word of mouth feedback about a product Empirical studies demonstrate that loyal customers are likely to repurchase the products of a brand and recommend the brand to others (Chi et al., 2009; Gee et al., 2008)
There is a substantial positive correlation between Corporate social responsibility and Repurchase intention β = 0.454, P-value = 0) Schramm-Klein et al (2016) showed that CSR programs affect consumer behavior positively and are maintained in order to influence long-term consumer purchasing behavior It is necessary to create a communication strategy that highlights the relevance of CSR programs to the firm’s core business and the consumer’s value (Chuah et al., 2020) β = 0.009, P-value 0.896) has a negative impact on repurchase intention of customer Although there are several studies showing that store atmosphere a noticeable influence on the
55 consumer purchase decision (Saputra & Hariyoko 2022) we believe our non-re , significant result could have several explanations The majority of respondents are students, they enjoy shopping online and do not value store atmosphere as they just purchase products for trend.
CONCLUSION
Theoretical and practical implications
In conclusion, the primary objective of the study is to examine the variables influencing fast fashion consumers' decision to repurchase The rise in demand for trendy clothing is a direct result of improving quality of life Today's shoppers also have the choice of designed fashion products in addition to fast fashion chains Beautiful and distinctive designs resulting from a restricted number of sewing patterns, good fabric quality, and increased durability are the common characteristics of the developed fashion product Customers can specifically order costumes based on their wants and collections The development of this discipline depends on the research pertaining to the designed fashion trend
The study identified a connection between the reputation of the fashion designer, social media marketing, the environment of the fashion store, perceived customer relationships, and the intention to repurchase created fashion products For designed fashion products, perception of the customer relationship, in particular, mediates between aspects relating to the seller and the consumer's inclination to repurchase First, rather than focusing on outcomes such as buying intention, the study's findings introduce a new association between characteristics related to the fashion business The antecedents in the conceptual model have prompted more research on the relationship between these antecedents and outputs like loyalty, word of mouth, etc as the field of created fashion is intimately tied to the personal traits of the designer.
The result pointed out two factors that affect the perceived CSR CONSUMER PERCEPTION and product satisfaction In order to improve client communication, the fashion designer pand should create a fanpage on social media It can be argued that Vietnam's fashion sector is still in its infancy, and at each stage of its growth, the market for clothing needs quick responses to trends, a variety of looks, constant updating of new styles, and expansion The domestic market has not kept up; marketing is straightforward and continues the conventional trend, requiring huge resources but low efficiency, making it difficult to reach customers to compete, and resulting in a small market share One of the best consumer outreach strategies is to increase administration and content production for company social networking sites The fan page's content should be updated daily with the latest fashions or attempt to be personalized for target audiences
At the same time, fashion designers should develop their own distinctive, original styles that help to define their personal design aesthetics The international fashion industry gives Vietnam its unique personality and helps the country's market grow as a result Given that they operate in a niche market and frequently do not penetrate the Vietnamese market deeply, competing with the fast fashion trend of international pands is not concerning H&M and Zara, due to their global nature, are unable to design collections specifically for a particular market Nor can it cover small stores in locations where sales are not possible Fashion designers should focus on building a personal direction towards personalization
Limitation and future research
We take note after collecting reply to tests that client answers are wide and troublesome to assess, especially genuine buyer delight from past benefit utilize As a result, the signals don't compare to the presumptions we collect
Research has strived for perfection, but it is not possible due to some limitations First, some of the factors proposed in the research model have not been studied much in the field of fashion, such as social media and store atmosphere Therefore, more research on these
57 factors deserves more attention in subsequent studies Additionally, it is important to scale up research in developed countries to gain insights into consumer behavior After all, in the future there will be comparative studies of fashion designed by individual designers and famous fashion brands
Lastly, we affirm that the data based on investigate papers and calculated administrations is esteemed and reliable which it can be utilized to predict customer behavior and willingness to re-purchase fast fashion products
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