Ministry of Finance University of Finance and Marketing
——n##n -
TRƯỜNG ĐẠI HỌC
TÀI CHÍNH - MARKETING
BAO CAO TONG KET
DE TAI NGHIEN CUU KHOA HOC 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 4 năm 2023
Trang 2Ministry of Finance University of Finance and Marketing TRƯỜNG ĐẠI HỌC USD 20c
BAO CAO TONG KET
DE TAI NGHIEN CUU KHOA HOC CUA SINH VIEN
EXPLORING THE FACTORS AFFECTING REPURCHASE INTENTION OF FAST FASHION CUSTOMER: SOCIAL MEDIA,
PRODUCT SATISFACTION, CSR PERCEPTION, AND STORE ATMOSPHERE
Người hướng dẫn: TS Tơ Anh Tho
Trang 3ABSTRACT
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
Trang 4TABLE OF CONTENTS ABSTRACT
CHAPTER 1: INTRODUCTION OF THE RESEARCH TOPIC
1.1 The concept of fast faslonn 021122121121 12111011211121 281121 81H 6 1.2 The reason for choosing the fOpIC L0 122112212 212221 18181 my Ha 7 1.3 Research purpose and research questIon: ác 2c 2 122 1s 7 1.4 The overall seope of the fopIC L1 212211211111 211111 211121 rye 8 1.5 Research methodology c1 1101 1211211211101 122 11012111111 He 8
1.6 Contribution of the research and method of transferring research results 10
I6 vi Tu 1 ==a 10
CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
2.1 Introduction of fast fashion and theorical background : -‹: -: 11
2.1.1 Introduction of fast fashion ccc ccc eee eeeseeseesniectettesteeteeese 11 2.1.2 Theorieal backpround c1 211 1121112112112 1183511818111 He 11 2.2 PrevIous research 1 tt 2 2 12011112211 111 121111111113 tr no 13 2.3 Conceptual framework and development of research conceptual model 18
2.3.1 SOCTIAL MEDIA 1 1 12121 1111121101 1238111111011 01 H1 H nà 18
2.3.2 PRODUCT SATISFACTION c1 H He 22
2.3.3 CSR CONSUMER PERCEPTION ĩ2 che 24
2.3.4 STORE ATMOSPHERE - 0 2.21211212121121 11110121 2H re 27
2.3.5 REPURCHASE INTENTION c2 212 2 H1 Hy Hee 3I
CHAPTER 3: RESEARCH METHODOLOGY 0 Lọ SH Hệ
3.1 Research typ€ c c1 1n 1n H111 1111 T Hà nào 33
Trang 53.2 Research strategV 1 2 1n n0 22211111 H2 H1 Hy na Hà nong 34
1 7 3a 36
3.3 Quantitation approachh -.c 2202221 121120112112112111112111 122181 nà 37 3.3.1 Sampling desIgn c2 1112112111111 1221103811581 81 1111818121111 xe, 37
3.3.2 Measurement sCaÏe - cà 2121111111 T211 HH HH HH Họ 38
3.3.3 Data collection - L 11 121112 10111 211 H1 111811 21111221 11x Hen 39 3.3.4 QuestIOTIaITe 1 20021 1011112110111 111111 1118111111111 111111 xxx Ha 39
CHAPTER 4: RESULTS AND DISCUSSION nnL Hye
4.1 Sample structure and characterISfIC§ c2 22111222 122212 2122122 x tre 44
4.2 Evaluation of measurement model ĩ- c1 1 nh Hee 46
4.2.1 The assessment ofindieator reliabiÌity .:- 5.25: 2:32 xscxxcx+2 46 4.2.2 Evaluation of Cronbach’s alpha and composite reliability 47 4.2.3 The assessment of convergent validity: AVE ch Hye 48 4.2.4 Discriminant vaÌIdity 2c 222221221221 122311111111 12H te 49
4.3 Evaluation of the research structure”s mo&el - ác cà sìt se 51
4.3.1 The assessment of R square and Q square .cccccccececeesseseeeees 52 4.3.2 The assessment of path coefÍTcIent c2 1 2 1 121 52
CHAPTER 5: CONCLUSION LH nh H111 ngàn
5.1 Theoretical and practical mpÏIcatIon§ : ĩc 2 2 2212221121112 +2 55
Trang 6CHAPTER 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 2 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 m 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
Trang 7According 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
Trang 8under 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?
Do product satisfaction affect repurchase intention of customers? Do corporate social responsibility affect repurchase intention of customers?
+>
WwW
WN
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 244 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
Trang 9O 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 mdividuals, 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)
O 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
O 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 mclude variables
Trang 10also 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
O 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 1.6 Contribution of the research and method of transferring research results
The results of this study will have a significant impact on the advancement of theoretical sciences in a number of ways While previous researches tend to focus more on consumers' first purchase intention and after-buying intention in fast fashion, our study intends to look into consumers' purchasing intentions to repurchase products 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
1.7 Structure of study