VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL STUDENT RESEARCH REPORT < The consumer behavior among followers of the Mother Goddess belief in purchasing jewelry KT.NC.SV.23_
INTRODUCTION
Jewelry plays a significant role in various aspects of mundane life, often exchanged as tokens of affection and commitment, enhancing romantic gestures and expressing emotional connections It also has an impact in cultural identity and personal expression, being able to convey personal narratives and cultural heritage (Bol, M & Poyatos, F., 1988) Moreover, as a form of personal adornment, jewelry is often associated with reflection of the wearer’s value, taste, and/or social standing However, studies have shown that it can be imbued with much deeper meanings as a key material attribute for religious practices (Guthrie, S., 1995; Morgan, D., 2005; Meyer, B & Houtman, D., 2012; Ingold, T., 2013) In fact, jewelry has close ties to culture as well as religions and beliefs, particularly in Asia where spiritual activities usually thrive (Gregorietti, G., 1970) Enter the Mother Goddess belief, indigenous to culture-rich Vietnam, is a belief system deeply rooted in Vietnamese culture and spirituality, with origins dating back centuries (Taylor, P., 2004) The unique ritual of Serving Ceremony (Hầu Đồng), with its intricate blend of music, costumes, and theatrical performances accompanied by the mystique of spiritualism, is considered the most iconic activity of the Mother Goddess Exquisite jewelry heavily contributes to creating an aura of holiness, making participants in the ritual feel more excited and enthusiastic (Nguyễn Viết Hiển, n.d.) These material objects are often perceived as sacred artifacts with various ritualistic uses (Diana Scarisbrick, 2007), though they are also involved with the role of transactional items in the market (Maclaran & Scott, 2009; Johnson, 2016) Trade activities for religious jewelry although prevalent, they have yet to be common market knowledge According to some notable studies, religious beliefs and spirituality significantly influence the purchase decisions of followers, demonstrated by the positive and negative influences of religion (Mohammad, M., 2018) and contrasting shopping behavior of different religious groups (Essoo, N & Dibb, S., 2004) Others have pointed out that owning and wearing religious jewelry may confer social status or signal affiliation with a particular religious or social group (Wuthnow, R., 2002; Han, Y & Nunes, J & Drèze, X., 2010) In Vietnam, religious jewelry holds cultural significance beyond its religious connotations as individuals purchase and use these artifacts to express their cultural identity (Kendall, L & Vũ, T & Nguyễn, H., 2010) Despite collective efforts, the general understanding of the factors driving, enabling, or restricting purchases of spiritual products remains limited As a result, further research is essential to promote the market environment of spiritual jewelry, with regards to the Mother Goddess belief
The purpose of this research is to examine and assess the aspects that promote and restrain the consumer behavior among Mother Goddess belief’s followers in purchasing jewelry The following research questions are established in order to better grasp the situation: (1) What kind of jewelry do they buy? (2) Where do they choose to buy their jewelry from? (3) When do they often buy jewelry? (4) What are the contributing factors that impact their buying decision? Suppose the exploratory nature of the report, we ultimately decide to employ ethnography and netnography research methodologies Finally, this study aims to augment the existing knowledge base concerning the motivational factors driving the acquisition of religious jewelry, catering to the interests of scholars, marketers, and the local populace This endeavor is anticipated to yield insights with practical implications for the strategic management of the spiritual jewelry market in subsequent periods
The literature review for a study on consumer behavior among followers of Mother Goddess beliefs in purchasing jewelry encompasses three critical aspects Firstly, the Mother Goddess beliefs, which are diverse and rich in cultural significance, often influence purchasing decisions and consumer behavior Secondly, customer behavior in the jewelry market is multifaceted, with factors such as special occasions, personal rewards, and self-purchasing motivations playing significant roles Lastly, the jewelry itself, its symbolism, and the values it represents can vary greatly among different groups, potentially reflecting the intricate relationship between spirituality and consumerism Understanding these interconnected parts provides a comprehensive background for the field study
LITERATURE REVIEW
Overview of the field study
The literature review for a study on consumer behavior among followers of Mother Goddess beliefs in purchasing jewelry encompasses three critical aspects Firstly, the Mother Goddess beliefs, which are diverse and rich in cultural significance, often influence purchasing decisions and consumer behavior Secondly, customer behavior in the jewelry market is multifaceted, with factors such as special occasions, personal rewards, and self-purchasing motivations playing significant roles Lastly, the jewelry itself, its symbolism, and the values it represents can vary greatly among different groups, potentially reflecting the intricate relationship between spirituality and consumerism Understanding these interconnected parts provides a comprehensive background for the field study
2.1.1 Overview of Mother Goddess belief
According to the Research institution of Mother Goddess Belief in Viet Nam, The worship of Mother Goddess (Tục thờ Mẫu thần) is believed to be dated back to the ancient time However, the belief as we see nowadays formed in the Later Lê dynasty, with the appearance of 2 crucial deities: The Great Queen Regnant of Victory and Peace
- Princess Liễu Hạnh (Chế Thắng Bảo Hòa Diệu Đại Vương - Liễu Hạnh công chúa) and The Great Queen Regnant of Lê Mại - Princess Bạch Anh (Lê Mại Đại Vương - Bạch Anh công chúa)
Despite historical restrictions, Mother Goddess belief remains prevalent due to increased awareness and recognition of its significance This growing understanding among the public and government authorities has led to a reduced presence of bans and fewer governmental restrictions on the practice of Mother Goddess belief As a result, the belief system continues to thrive in contemporary times, demonstrating its enduring presence and ongoing relevance.
"weaving the gods from historical heroes" (Thinh, N.D., 2016)
As for the roles in the belief, in general, we can divide into 2 categories: Normal follower and Thanh Đồng (This term is kept unchanged because there is no suitable translation found) The former as defined are people who have faith and pray to the Mother Goddess (D., Hien, 2022) They might have performed or took part in some entrance ceremony rituals such as offer betels and arecas to the Deities (trình trầu), worship of the rooted fate (Tôn nhang bản mệnh) or (to hold) the Three palaces court (Tam Phủ thục mệnh)
On the other hand, Thanh Đồng refers to a person who performs the Hầu Đồng/Hầu Bóng ceremony (Serving the holy council/ reflection), they must be guided by a senior Thanh Đồng through a special ritual called Mở Phủ (open the palaces) Most of them
14 are extremely devoted followers who are believed to be chosen by the gods from a very young age (có Căn Đồng) (Pham Bien, 2021; N., Thinh, 1994)
“Chấm Đồng từ thuở lên ba Đến năm mười tám phải ra trình Đồng”
“Picked by the Gods at only three
Once reached eighteen, must present to the council”
Up until 2022, according to the Government Department of Religion, there are about 10.000 places of worship dedicated to the Belief of Mother Goddess (Most private shrines are excluded) As for the number of Thanh Đồng and followers, it is rather hard to calculate for there is no registration needed, but by 2014 it is estimated that there is about millions of followers and ten of thousands of Thanh Đồng (VOV, 2014)
The followers of Mother goddess belief worship Tứ Phủ (four palaces), including Thiên Phủ (heaven palace), Địa Phủ (earth palace), Thoải Phủ (water palace) and Nhạc Phủ (mountain palace) and the deities that govern those palaces The deities themself are also divided into ranks, which including:
Exhibit 1: The Holy Council Altar
Exhibit 2: The Lady of Mountatinous and
Local Lady Altar (Ban Sơn Trang và Chúa Bản Cảnh)
In the palace of worship, it is also common to see the appearance of Trần dynasty altar which is dedicated to the heroes among the Trần Dynasty such as The grand king Hưng Đạo (Hưng Đạo Đại Vương) and the Mountainous village (Sơn Trang) altar, which dedicate to the Lady of mountainous village (chúa Sơn Trang) and the Local Lord/Lady (chúa bản cảnh) for example Lady Thác Bờ - the ruler of Đà river’s carvenvern (Chúa Thác Bờ - Đà Giang động chủ) (Thinh, N.D., 1994; Dung, T.Q., 2021; Thanh Long, 2022; Government department of culture and heritage, 2016)
UNESCO's recognition of the Mother Goddess belief as an Intangible Cultural Heritage highlights the importance of preserving cultural traditions for the richness and diversity of humanity's heritage Government support through policies and laws ensures the continuity of these practices, maintaining their significance within the community's identity and history, thereby safeguarding the cultural legacy for future generations.
The Worship of Mother Goddess belief is protected and regulated by the Law of religion and beliefs (2016) of the government, which identified the worship of Mother Goddess as a traditional belief rather than a religion (Dien Bien Gov., 2023) also there is regulations related to place to practice ceremony rituals such as the prohibition of Hầu Đồng outside places dedicated to worship the Four Palaces, according to The Ministry of Culture, Sports and Tourism
In conclusion, the Mother Goddess belief in Vietnam, rooted in ancient times and crystallized during the Later Lê dynasty, persists despite historical bans Contemporary understanding and governmental recognition underscore its cultural significance Roles encompass normal followers and Thanh Đồng practitioners, both vital in preserving this tradition UNESCO's recognition highlights its importance Government support, reflected in laws and regulations, safeguards its practice Thus, the Mother Goddess belief endures as a cherished aspect of Vietnamese heritage, contributing to cultural diversity and identity
The study of consumer behavior is intricate and dynamic, addressing how individuals, groups, and organizations fulfill their needs through the consumption of products and services Solomon (2011) defines consumer behavior as “the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” This field is essential for marketers aiming to craft effective strategies and enhance sales by understanding how choices are made in purchasing goods and services (Doyle, 2011)
Religion profoundly influences consumer behavior by shaping values and decision-making processes, affecting everything from dietary habits to financial decisions For example, religious doctrines often govern dietary restrictions and clothing choices, impacting consumer behavior in these markets significantly (Kotler
& Armstrong, 2008; Daas, Y.,2018; Agarwala, R et al., 2018)
Culture affects the consumer behavior in different ways depending on the cultural background of an individual The subjective cultures which affect a consumer are the regional, ethnic, religious, linguistic, national, professional, organizational and group cultures Culture is composed of beliefs, values, practices and attitudes that a person or a group of people have
Previous studies and findings related to the topic
To contextualize our research on the purchasing behaviors of followers of the Mother Goddess belief in Vietnam, it is essential to examine existing studies that explore the intersection of spirituality, culture, and consumer behavior, particularly in the realm of religious jewelry This review highlights significant findings that have shaped the understanding of how religious and cultural identity influences consumer choices
Cultural and Religious Significance of Jewelry
"Women and Jewelry - The Traditional and Religious Dimensions of Ornamentation" by Prabhjot Kaur: The article delves into the multifaceted roles of jewelry within Indian culture, emphasizing its significance beyond mere adornment Jewelry is portrayed not only as a symbol of status and wealth but also as a key element in traditional and religious practices This study provides valuable insights into how jewelry embodies
25 spiritual and ethnic meanings, influencing consumer behaviors and choices within the context of Indian society
Jewelry serves as a potent symbol of ethnic heritage and culture, acting as an integral part of Intangible Cultural Heritage Through its unique designs and ritualistic uses, jewelry transcends mere adornment, becoming a medium for symbolic communication across cultures This multifaceted role enables jewelry to reflect societal identities and traditions, preserving cultural practices and fostering mutual understanding between diverse communities.
Consumer behaviour towards purchasing feng shui goods: an empirical study from Vietnam by Nghiêm Phú Bình: In the article, it's highlighted that religious and cultural beliefs significantly influence consumer behavior, particularly in the context of spiritual goods like feng shui items in Vietnam The research uncovered that consumers are primarily motivated to purchase these items for their symbolic meanings and aesthetic appeal Factors such as product information, economic capability, and the authenticity and price of the goods further facilitate or constrain their buying decisions This comprehensive view helps understand the dynamic interplay between spirituality and market behavior in religious contexts
Religious Practices and Consumption Behavior: Why and How Christian Consumer’s Needs and Expectations in the West African Context are Crucial by Théophile Bindeouè Nassè: The article delves into how religious beliefs shape consumer behaviors in West Africa, focusing on Christian communities It reveals that religious practices significantly influence consumption choices, particularly in the beverage industry, and that these preferences are further moderated by demographic factors like age This relationship underscores the need for marketers to consider religious and age differences in their strategies
The intricate interplay of spirituality, cultural identity, and economic factors in the context of religious jewelry in Vietnam presents a fascinating case study for both marketers and cultural preservationists This multifaceted symbol serves not only as a personal expression of faith but also as a marker of cultural heritage, reflecting the rich tapestry of Vietnamese history and beliefs As such, it holds significant potential for deeper academic exploration and practical application in market strategies By delving into the symbolic significance and consumer motivations behind the purchase and use
26 of religious jewelry, stakeholders can uncover new avenues for engagement and preservation, ensuring that these cultural artifacts retain their meaning and value in the face of modernization and global market pressures.
Gaps and the need for the proposed research
Vietnam is a place with a huge belief and religious diversity Vietnamese indigenous belief is quite various, and the belief in the Mother Goddess is quite a stand out, with a significant number of followers However, studies related to this group are scarce, which result in the need, demand and the behavior pattern of them are left neglected This is not only a disadvantage for the followers, but also a loss for the firms, which do not pay enough attention to a niche group that is full of potential and mostly undiscovered
Jewelry is a unique aspect of cultural identity, deeply influenced by beliefs and social norms Understanding the specific needs and purchase behaviors of different cultural groups is crucial for businesses aiming to succeed in diverse markets.
Hypothesis
Building on foundational theories, the research team proposed hypotheses exploring the relationship between devotion, age, and consumer behavior in jewelry purchases among religious followers as below:
H1: The more devoted a follower is, the more they ask for Spiritual value in a jewelry H2: As one’s devotion level increased, their style of jewelry are more likely to be impacted by the belief
H3: As the follower got older, they are likely to spent more on jewelry
The hypotheses formulated based on foundational theories suggest a strong correlation between religious devotion and jewelry purchasing behavior Specifically, they predict that more devout followers prefer spiritually significant jewelry, that their choices are influenced by their beliefs, and that older followers spend more due to deeper financial resources or valuations of spirituality
Moving forward, the next part of our study will involve a detailed methodology section This will outline the research design, data collection techniques, and analytical methods used to test these hypotheses, providing a systematic approach to validate the proposed relationships in the study.
METHODOLOGY
Research methodologies
In terms of consumer behavior research, accumulative knowledge about cultural and spiritual beliefs is essential to understand the underlying principles influencing purchase decisions (Essoo, N., 2004) Our research delves into the consumer behavior of followers of the Mother Goddess belief in Ha Noi, particularly focusing on their jewelry purchasing patterns We have decided to employ ethnographic and netnographic research methodologies, aiming to shed light on the nuanced dynamics shaping the consumption habits of this unique demographic group
We choose to include ethnography data, which offers a rich tapestry of personal narratives and experiences that illuminate the underlying motivations and values driving consumer behavior In our exploration, this methodology serves as a vehicle for deep introspection into the lives and perspectives of the target demographic (Dourish, P., 2014; Minowa, Y & Visconti, L & Maclaran, P., 2012) Through a series of surveys and in-depth interviews, participants will be invited to share their personal experiences, cultural values, and emotional connections to jewelry Collected communal data will provide invaluable insights into the symbolic significance of spiritual jewelry Furthermore, structured questionnaires will complement the interviews, offering quantitative data on demographic information, purchasing habits, and general attitude towards jewelry
Our netnographic approach involves exploring virtual spaces frequented by our target audience to uncover digital footprints that provide insights into consumer behavior (Ferreira, 2015; Bernard, 2004) Through online surveys and questionnaires distributed on relevant social media platforms, we gather data on online shopping habits, preferences, and factors influencing jewelry purchasing decisions Furthermore, discussions with key informants and community members deepen our understanding of the cultural influences and social dynamics shaping consumer behavior in this context.
Research scope
The scope of our research is distributed and diverse, although limited by several factors First, the study focused on the Northern’s Mother Goddess Belief or as known as the worship of the Four Palaces only which is quite different from its Southern and South- central counterpart (Ngo Duc Thinh, 1994) Second, geographical constraints confine our study to Ha Noi, restricting the diversity of perspectives that could be captured Additionally, the logistical challenges of securing participation from followers of the Mother Goddess belief pose a considerable hurdle (Nguyễn, M., 2023) As a result, we are able to propose a sample size of 199 unique individuals to participate in this study, where 18 priests (or “Thanh Đồng”) and 181 followers are involved in the interview Additionally, we concurred to select 4 random individuals to carry out deep interviews who are compatible with the preset criteria of 2 priests (Thanh Đồng) and 2 followers, with 2 of each gender
We approach these limitations accordingly with a sense of pragmatism By ensuring rigor and depth in our ethnographic and netnographic approaches, we strive to extract meaningful insights that transcend the constraints of sample size Nonetheless, the research team has sufficient statistical data to demonstrate and analyze the consumer behavior among followers of the Mother Goddess belief.
Data Collection and Application
- Sample size: All data is recorded and implied from a combination of online and offline surveys for a total of 199 samples, in which inputs from 181 followers and 18 Thanh Đồng are accepted
- Selective random interviewees chosen for in-depth questioning: 2 followers, 2 Thanh Đồng
• Data scaling: Aggregate samples of numeric input with partial conversion to percentages for easier interpretation and statistics cohesion
+ Category 1 consists of preprocess data, where variables are devised to develop a base foundation for Category 2
+ Category 2 consists of primary data used to analyze the degree of codependence between outcome variables
Items Variable Name Type Ông/bà đã theo tín ngưỡng được bao lâu?
(How long have you followed the belief?) time Category 1 Tần suất đi lễ của ông/bà là bao nhiêu?
(How often do you go to temple and shrine?) freq Category 1 Ông bà thường chi bao nhiêu cho mỗi lần đi lễ?
(How much would you spend each time?) exp Category 1 Ông/bà có mua trang sức dâng tượng không?
(Do you buy jewelry as an offering?) offer Category 1 Với ông/bà, việc lễ bái có quan trọng không?
(Is attending the ritual necessary for you?) importance Category 1 Phong cách trang sức yêu thích của bạn:
(Your preferred style of jewelry:) pref Category 1
Trang sức đeo cổ mà bạn thường mua:
(Your usual go-to neck accessory jewelry:) neck Category 1 Trang sức đeo tay mà bạn thường mua:
(Your usual go-to wrist accessory jewelry) wrist Category 1 Nhẫn mà bạn thường mua:
(Your usual go-to ring jewelry:) finger Category 1
Khuyên tai mà bạn thường mua:
(Your usual go-to earring jewelry:) ear Category 1
Trang sức/ Phụ kiện tóc mà bạn thường mua:
(Your usual go-to hair accessory jewelry:) acc Category 1 Kim loại ưa thích của bạn:
(Your preferred metal): metal Category 1
Vật liệu chế tác ưa thích của bạn:
(Your preferred gemstone:) mat Category 1
Refer to Appendix 6.1 age Category 2 price Category 2 style Category 2
• Application of formulas: For this research, we employ the correlation matrix, multiple linear regression model, line charts, bar charts, pie charts, and hypothesis testing to analyze and discuss statistical results o Correlation matrix: The cross-correlation table is used to measure the strength and direction of the linear relationship between Category 2 variables (Henningsgaard, J., 2008) The values at the intersection of each row and column represent the correlation coefficient between corresponding variables, ranging from -1 to +1, where:
▪ A correlation coefficient of +1 indicates a perfect positive correlation, meaning the two variables move in the same direction together
▪ A correlation coefficient of -1 indicates a perfect negative correlation, meaning the two variables move in opposite directions
▪ A correlation coefficient of 0 indicates no linear correlation between the variables o Multiple linear regression model (ANOVA): This linear regression model is used in succession to the correlation matrix, in which it indicates the significance of correlation coefficients with regards to the Y variable (Overall, J., 1972) The model structure is as following: Y = B₄X₄ + B₃X₃ + B₂X₂ + B₁X₁ + B₀ o Hypothesis testing: In subsequence to the linear regression model, hypothesis testing is used to determine the plausibility of a claim with relation to the sample (Dette, H & Munk, A & Wagner, T., 2007) Initialize with the formulation of 2 opposing hypotheses where:
▪ Null hypothesis (H₀): There is not enough statistical evidence to assume the scenario
▪ Alternative hypothesis (H₁): There is sufficient statistical evidence to assume the scenario, essentially rejecting H₀
For this testing model, we choose to use the level of significance (α) of 5% to test statistics The p-value, which represents the probability of
32 observing the data, will prompt to reject H₀ in favor of H₁ if less than the significance level of α Otherwise, if the p-value is greater than the significance level of α, H₁ will be rejected in favor of the null hypothesis (Vogiatzis, C., 2020).
RESULTS AND DISCUSSIONS
Demographic
Figure 1: Gender profile of interviewees (in %)
With no neutral results, it is apparent that the number of male interviewees slightly overshadows their female counterparts However, the difference of 4% (8 individuals) is not significant This indicates that there is negligible gender discrepancy in the follower base of the Belief
Figure 2: Age of the participants
The majority of interviewees (45%) are between 18-25 years old, which goes to show that for every 2 followers of the Mother Goddess belief, it is almost certain that at least
1 of them belongs to the 18-25 years of age demographic In addition, the second largest group (19%) consists of interviewees who are above 56 years old, where followers are usually deeply established in this Belief Interviewees who are 26-35 years old take up 18% of the pie, whereas the remaining groups share the same portions of 9% each
Taking a look at the age of jewelry consumers in America, a clear contrast can be seen Even though most of the buyers in the US are aged between 18 and 54 years old, the percentage of people who are over 55 years old purchasing jewelry is significantly higher (4% in the US and 19% among the Mother Goddess belief’s followers) (Trifonova V, 2019)
Most of the interviewees reside in the urban regions of Hà Nội, with 128 people making
Behavior Profile
Figure 3: Number of Thanh Dong in comparison with normal followers
Through observation, the number of normal followers overwhelms the number of Thanh Đồng The main reason, according to Mrs Trâm - an experienced Thanh Đồng who we interviewed, is that not all of the followers “chose” to become a Thanh Đồng Subsequently, we believe that there is an additional principal factor, as there are considerable difficulties to have a Thanh Đồng agree to take part in the survey or
34 actively attend an interview (Nguyễn, M., 2023) Consolidated from the team’s experience, this demographic group tends to be quite reserved and prudent when talking to strangers and information media representatives
The largest proportion (40%) belongs to the “Once every 2 to 3 months”, second goes to “ 1 to 2 times per year”, followed by once every 2-3 years and 1 to 2 times per month The fact that this is quite high when put into consideration with the average As the Jewelry Mutual Group’s research pointed out, about 50% of people only buy jewelry once per year (Jeweller Mutual, 2023)
Figure 5: Money spent on purchasing jewelry
Most Vietnamese online shoppers spend between 20 and 40 million VND (approximately $800 to $1600) per purchase, with a significant proportion only spending 1 million VND (less than $40) The next most popular spending range is between 1 and 10 million VND ($40 to $400), followed by purchases over 40 million VND (more than $1600).
10 to 20 million VND ($400 to $800) The average spend is around 20 to 40 millions ($800-$1600), which is about the same as the average in the USA, at $1297 per purchase (The Plumb Club, 2023)
Figure 6: Place to buy jewelry
The number of buyers who chose to buy from the traditional market is quite significant, making up to 88% of the people, only 9% decided to purchase via E-Commerce and about 3% uses social media such as Facebook, Instagram or Zalo Which is quite opposite of the global trend Statistics showed that 40% of people would make a purchase over social media, and 62% of the people do buy their jewelry online (Bates,
Regarding the differences, Thanh Đồng N explained that their (followers) jewelry are often precious (both tangible and intangible value) so that they want to see and try it on in person, moreover some of their pieces are custom-made to the owner size and style, also they often go to one familiar jeweler only So arriving at the store themselves would result in better quality and maybe better price also
Figure 7: Type of payment method
Most people go with internet banking (62%), second is cash (35%), only 3% use their cards This could be explained by the internet banking trend that is blooming lately in Viet Nam (BIDV, 2022), interviewees also stated that using internet banking is easier because they do not have to spend time counting money as well as face many risks of bringing a large amount of cash with them
While digital payment options have become widely adopted, a significant portion of individuals still opt for cash transactions This preference stems primarily from concerns regarding the complexity of digital payment methods, which require the use of specific applications and devices.
Correlation analysis
For explanation of variable names, see Appendix 6.1
Spirit Devotion Price Age Style
A general connecting trend is observed throughout the correlation table, where Style and Spirit have the most noticeable direct relationships with Devotion (0.9111 and 0.8536 respectively) This implies Style directly impacts Devotion, while Spirit also has a strong effect on the latter In essence, the jewelry option of the followers of the Belief has a direct alignment to the typical devotee’s choice, where spirituality affects the degree of a follower’s commitment to the Belief
Moreover, Age has a considerable connection with Price (0.686), which means for the followers of the Belief, the cost of jewelry positively scales with age
Figure 8: Correlation between Age and the money spent buying jewelry in a single purchase
It is visible that age and jewelry spent are, most of the time, in a positive relationship
As individuals age, their expenditure on jewelry tends to increase However, this growth trajectory plateaus around the age of 55 and subsequently declines This pattern mirrors the trend observed in the United States, where the demographic group spanning 45 to 54 years allocates the most funds towards jewelry purchases (Golan).
As individuals approach the age of 55, their jewelry spending tends to decline This is attributed to two primary reasons: accumulation and gifting Over time, individuals accumulate a substantial jewelry collection, reducing the need for additional purchases Additionally, as they age, children and family members become their primary source of new jewelry, further contributing to the decrease in spending.
It can be seen that the need of Spiritual Value and Devotion is in a positive relationship
There is a strange point that while the need for spiritual value remains 100%, about 16 to 20 people’s devotion value decreased slightly (Which made up 9-10% of the total number) However, those exceptions are not significant as the value only dropped about
It can be seen that the Thanh Dong need of spiritual value is almost absolute, the trend is quite similar with the most devoted follower The need for spiritual value in jewelry is said to be the most crucial value, according to all of the interviewees that our team have the chance to talk with They all believed that a certain gem or precious metal is going to be beneficial for them in a special way The type of gem chosen is determined
Figure 9: Correlation of a follower’s devotion and the need for spiritual value
Figure 11:Comparison the correlation of devotion level and need for spiritual value of Thanh Dong
Figure 10:Comparison the correlation of devotion level and need for spiritual value of most devoted followers
39 by the owner birth year or for Thanh Dong, sometimes the color represent the Deities that they believes to hold their deep rooted (Thánh cầm Bản Mệnh)
They also have some certain beliefs regarding the meaning of the material used in jewelry For example, Thanh Đồng N shared that most of them have a love for Jade, they believed that jade brings good fortune, nurtures the owner Moreover, jade is also considered a symbol of high social status
“Giàu đeo vàng, sang đeo ngọc”
“The rich wears gold, the elegant wears jade”
Some even use jewelry as a form of hoping to be safe from the “invisible world”, they would use jewelry that is believed to have the ability to expel or prevent the demonic forces
Figure 12: The correlation between devotion level and style
The research also pointed out that the level of devotion causes impacts on the jewelry style When the devotion level escalates, the jewelry style becomes more and more affected by the belief From our observation, as a person become more and more devoted, their garments somewhat look like those uses in the Hau Dong ceremony, even though daily pieces are simplize in order to suit everyday life That could be explained that their taste of jewelry is a part of the cultural environment around them (Mei, L.; Ahmand N, 2023), moreover, it is aligned with researches pointed out that religion, belief and sentimentality also drive the style of jewelry that are crafted and purchased (Adnan, 2018; Russel, L et al 2017)
There is a similarity between Thanh Dong and Followers’ style From the team’s viewpoint, traditional-styled and extravagant jewelry are in a favorable position
Regarding to the style, we do ask people to address their preferred adornments in each category
It can be seen that the jewelry loved by both male and female are quite similar, which is quite out of the ordinary, as all over the world, the male and female accessories have always been distinctive, as it is associated with gender norms (Kim, J 2019) As for this group of customers, their use of jewelry is, in fact, the same
For instance, it is hard to see jade bangles on the wrist of a normal man, and in fact, most jewelers do not even make it in a man size (>60) As our team asked several stores to buy one, the answer is always unavailable However, it is easy to find a male follower wearing a bangle in their hand, made out of various materials, ranging from jade, tortoise shell, coral to ivory
Figure 14: Comparison the correlation between style and devotion level of Thanh Đồng
Figure 13: Comparison the correlation between style and devotion level of top follower
Exhibit 14: Bangles assortment of a follower (male)
They mostly preferred certain types of materials For metal, 24K gold and 990 silver are used the most These are traditional crafting metal, and in their opinion, also possessed a spiritual value When gold is said to be a representative of wealth and prosperity, silver is used for its ability to protect the owner from sickness, toxins and even demonic forces (To Oanh, 2019) As for other materials, jade and organic material ranked in the top 2 For jade, as stated above, it is believed to have a significant amount of spiritual value, as it has the ability to nourish its owner For organic material, there are some important ones such as Ivory, Agarwood, Tortoise shell and Pearl
For Ivory, according to Mrs Tram, it helps her to feel less tired after doing her
in the jewelry context refers to the creation of accessories like wristbands, rings, beads, earrings, pendants, brooches, and combs through rituals, fortune-telling, and communication with the deceased and deities Tortoise shell, a vivid material similar to ivory, is often used to make combs and brooches, but due to government bans on its trade, substitutes like buffalo horn have emerged Similarly, bones are used as a substitute for ivory, while antiques command a premium due to their scarcity.
Pearls and agarwood possess significant spiritual and energetic properties Pearls, associated with water, are believed to nourish individuals born in the Wood year Agarwood emits an enchanting fragrance and is said to embody the convergence of the Earth's essence and the heavenly realm.
Also, we study the priorities of the follower when they purchase jewelry, the data shown that, three crucial needs are Suited with the owned set of jewelry, spiritual value and craftsmanship/design, while rarity and investment value/price come last In comparison with those of the US, the Plumb Club survey showed that the American prioritized quality, design, and price This, perhaps, is due to the cultural differences.
Regression analysis
Tables 3: Regression between Devotion and Style overall
Variables are assigned in this table as:
Therefore, the linear regression model is following:
● b₁ = 0.396225, which means for every percent increase in Spirit, Devotion will increase by nearly 0.4%
● b₂ = 0.506168, which means for every percent increase in Style, Devotion will increase by approximately 0.5%
Lastly, it is implied from the table that:
In accordance with the Adjusted R Squared value, 92.5% of Devotion figures can be explained by all the variables above, thus the result is reliable
Tables 4: Regression between Age and Price overall
Variables are assigned in this table as:
Therefore, the linear regression model is following:
● b₁ = 0.387366, which means for every percent increase in Spirit, Devotion will increase by nearly 0.4%
Lastly, it is implied from the table that:
In accordance with the Adjusted R Squared value, 92.5% of Age figures can be explained by all the variables above, thus the result is reliable
Hypothesis testing
● Null hypothesis H₀: There is no statistical relationship between Devotion and Spirit
● Alternative hypothesis H₁: There is an apparent statistical relationship between Devotion and Spirit
With the P value of 0, the results are statistically significant at 95% level of confidence, as 0 < 0.05
Therefore, we reject H₀ as there is enough statistical evidence showing a relationship between Devotion and Style
● Null hypothesis H₀: There is no statistical relationship between Devotion and Style
● Alternative hypothesis H₁: There is an apparent statistical relationship between Devotion and Style
With the P value of 0, the results are statistically significant at 95% level of confidence, as 0 < 0.05
Therefore, we reject H₀ as there is enough statistical evidence showing a relationship between Devotion and Style
● Null hypothesis H₀: There is no statistical relationship between Age and Price
● Alternative hypothesis H₁: There is an apparent statistical relationship between Age and Price
With the P value of 0, the results are statistically significant at 95% level of confidence, as 0 < 0.05
Therefore, we reject H₀ as there is enough statistical evidence showing a relationship between Age and Price
CONCLUSION AND RECOMMENDATION
Summary
From variables including Style, Devotion, Spiritual Value, Price and Age, the result of data analyzing comes out that Style and Spiritual Value are heavily affected by one’s level of devotion toward the Mother Goddess belief, moreover, there is a positive connection between the age of a follower and the price that they are willing to spent purchasing jewelry The result of the data analyses are listed as in the table below
H1: The more devoted a follower is, the more they ask for Spiritual value in a jewelry
H2: As one’s devotion level increased, their style of jewelry are more likely to be impacted by the belief
H3: As the follower got older, they are likely to spent more on jewelry Support
Findings
This study finding will help jewelry sellers and firms in Viet Nam generally and in Ha Noi specifically to have a better understanding of a special group of customers: the followers of Mother Goddess belief and what seems to affect their jewelry purchases The data provide a general look on how those people buy adornments, type and style as well as the amount that they are willing to spend buying jewelry At the same time, it can motivate jewelry firms to put more time and effort into diversifying its offering, attracting desirable groups of customers as well as being able to meet their specific demands
According to the research, level of devotion plays a huge role in one’s taste in jewelry (0.9111) and need for spiritual value (0.8536), while age plays a significant part in determining the amount of money one is willing to spend on jewelry (0.636) This means that as a follower gets more and more devoted, their need for spiritual value in a piece of jewelry increases as well as their jewelry style are more likely to be impacted
46 by the ritual adornments Alongside with that, as they got older, the chance that they would pay more for their pieces also increased
Interestingly, the study also showed that the belief’s followers have a love for a certain type of material such as 24k gold, 990 silver, jade, ivory, pearl and tortoiseshell, as well as a certain type of design such as bangles and beads Moreover, their uses of jewelry are not gender-distinctive as the favorite adornments for both man and woman are relatively the same
Most importantly, from our data, especially data derive from the deep interviews, it can be seen that followers do have the interest on buying jewelry online However, the main problem is the trust issue, as there have not been many sellers that can build their reputation online
Conclusion
Research results indicate that jewelry purchasing are affected by many different factors The result from this study will provide valuable insights for jewelers and sellers and firms For example, sellers might put more time and effort into diversifying its offering, attracting desirable groups of customers as well as being able to meet their specific demands
The result indicated that the style and the need for spiritual value are impacted by the level of devotion, the amount one is willing to pay is affected by their age and there is nearly no difference in men and women jewelry This suggests that sellers may want to focus on the spiritual value of their goods, providing similar styled pieces in a variety of sizes…
Recommendations
- Start to take on the online platform:
E-commerce offers significant growth potential for small firms, enabling them to reach a wider customer base beyond geographic boundaries However, implementing e-commerce requires strategic marketing and collaboration to establish trust with online consumers By carefully crafting and executing their digital strategies, small businesses can leverage the power of the internet to drive sales and expand their operations.
- Diversify product design and size
This group is quite diverse, with people of different ages, sexes and backgrounds So, providing a wider selection is quite needed The metal and material used have stayed the same for the last few decades, so it is crucial for sellers to come out with new designs in order to get customers to return For instance, jewelers lately have come up with neck bangles made out of jade or carved it into comb and brooch, which is rarely seen before
As for the size, it is stated above that male followers tend to wear pieces that are not usually used by normal male However, there are little to no choices available in their size, in-store for them most of the time, so that being size diversity could be a huge stand out for a certain firm or seller
The core reason why followers are scared of online shopping is the trust issue In order to overcome this, sellers may use methods to gain the buyer trust such as COD shipping, allowing the buyer to try on before paying Another method that has been used on a small scale is to offer the customer to try the product at their own house An employee will bring a certain amount of goods that are chosen depending on the customer pre- purchase for them to try on before buying However, this method could only be applied for old customers with big purchases only.
Limitations and future research
There are some limitations to our study that we can list as follows
This study's narrow focus, limited to Northern Mother Goddess followers in Hanoi and specific to jewelry, restricts its broader applicability Additionally, the study overlooks the distinctive clothing and accessories worn by these followers, which further limits its scope and generalizability.
• Self-reported data: Even though this study also includes observation data, it still relies heavily on self-reported data, which can be biased
• Limited sample size: With only 199 followers among tens of thousands of followers nationally, alongside with the fact that only 18 out of them are Thanh Dong This might not be able to represent the whole community as a whole Future research might expand the sample size so that the result could be more accurate
• Limited control over external factors: We have no control over the external factors that affect the buying decision of a follower such as trend, ceremonial need, etc
• Limited number of variables: This research circle around style, devotion, spirit value, age and price only Future study may include other variables such as purchase time or the impact of the seller, etc
Appendix
Spirit: This figure reflects the degree of spirituality the follower assigns to jewelry items (%)
This variable is derived directly from the survey as the participant choose their need for spirituality
Devotion: This figure reflects the degree to whether or not the follower is committed to the Belief (%)
This variable is calculated through many figures such as “how often do they go to temple?”, “How much are they willing to spend on it?”, “How many years have they participated in the worship of Mother Goddess?”, “How important is this belief to them?”, etc
Price: This figure indicates the aggregate average expense for each jewelry purchase Age: This figure indicates the age of the interviewee
Style: This figure reflects the degree of alignment of the interviewee’s jewelry options to the typical ceremonial adornments (%)
Jewelry plays a crucial role in the Hầu Đồng ceremony, with its value determined by factors such as style, design, and the materials used The standard jewelry employed in this ceremony holds a maximum value of 100%.
Figure 15: Usage of neck jewelry
Figure 16: Usage of neck jewelry (Female)
Figure 17: Usage of jewelry (Male)
Figure 18: Usage of wrist jewelry
Figure 19: Usage of wrist jewelry (Female)
Figure 20: Usage of wrist jewelry (Male)
Figure 22: Usage of ring (Female)
Figure 23: Usage of ring (Male)
Figure 25: Usage of earring (Female)
Figure 26: Usage of earrings (Male)
Figure 27: Usage of hair jewelry
Figure 28: Usage of hair jewelry (Female)
Figure 29: Usage of hair jewelry (Male)
Figure 33: Need for investment value
Figure 34: Need for spiritual value
Figure 36: Need to be suitable with an owned jewelry set (Style)
6.3.1 Interview with Mr Đức Anh
Exhibit 15: Mr Đức Anh praying at Đống Nước Temple
Hello Đức Anh! I'm Trung from the International School - National University of Hanoi! I'm delighted to meet you I'd like to interview you for a brief moment First, could you provide some personal information? How old are you currently? Đức Anh:
Hi Trung! I was born in 2003, currently 21 years old
What is your current occupation? Đức Anh:
Currently, I am a third-year student at the National Economics University Additionally,
I work several part-time jobs in education-related roles
Where do you reside? Đức Anh:
I live in Ba Dinh, Hanoi
I was very fortunate to have met you by chance at the temple, so I assume you also believe in the Mother Goddess Do you participate in the Trance Ceremony? Đức Anh:
No, actually, my visit to the temple today was just to admire the scenery at the beginning of spring Although I am quite spiritual, I have also researched some stories about the
58 temple I visited Having done my research, I felt a strong desire to visit and pray for a peaceful and happy new year
When did you start attending these fortune-seeking rituals? Đức Anh:
I don't recall exactly, but it's been quite a while
Is this a family tradition? Đức Anh:
Does that mean your parents did it before, and you continue to follow the tradition? Đức Anh:
Exactly! Since childhood, I often went to ceremonies with my grandmother From then on, I became interested and started to explore spirituality
How often do you attend these ceremonies? Đức Anh:
About 3 times a month, on the 1st, 15th, and 30th of the lunar calendar
Slightly personal, but would you mind sharing how much money you typically spend on such occasions? Đức Anh:
For me, the most important aspect of attending ceremonies is sincerity However, it's still necessary to have offerings for symbolic purposes Typically, I spend between 100,000 - 300,000 VND every trip on average However, if there's a month where I earn more, I'll essentially allocate an additional amount for offerings to the Buddha I believe doing so can bring additional blessings and benefits, which makes me very content
After attending such ceremonies and having your wishes fulfilled, do you make offerings in return? Đức Anh:
When making offerings like that, do you think about using jewelry to offer to the altars? Have you ever done so?
Oh! I have never thought about that Usually, when I make offerings, I only prepare a simple offering tray with cakes, incense, flowers, candles, tea, fruits, and food Honestly, I haven't even known about offering jewelry like this before
Is the worshiping ritual a crucial matter for you? Đức Anh:
I think it is especially important, probably even the most important activity I don't know how others see it, but in my opinion, success always requires two accompanying factors:
"Good Fortune" and "Personal Effort." The "Good Fortune" factor here is simply understood as lucky elements, the "favorable conditions" of one's own destiny As for
"Personal Effort," it is what one puts in through their own efforts, entirely relying on oneself However, when both factors are exerted to their fullest, the decisive factor determining who benefits more is probably the hidden factor, which is the fortunate aspect one cannot know Therefore, with all my belief, I realize that when I worship, I will receive some luck My perspective is that in this life, there are things that humans cannot know With our current life and status, we may be able to see people with our eyes, but there is no certainty that the spiritual world is existing around us Isn't that so?
This shows that you are very sincere in worshiping So, we have finished with the general questions I wanted to ask you Now, I want to know about your jewelry shopping needs Do you like to shop for jewelry? Đức Anh:
The answer is no I am not passionate about jewelry I only buy on special occasions, such as Caishen Day, or birthdays for example
So, you only make purchases a few times each year, right? Đức Anh:
Yes, that's right, I can just count them on one hand
For each purchase like that, how much money do you usually spend? Đức Anh:
I'm not really sure Sometimes a few hundred, sometimes less than a million
So, where do you usually buy jewelry, and from what source?
Usually, I will buy from reputable places recommended by acquaintances
So, you choose to buy in a very traditional method, face-to-face, right? Đức Anh:
Yes, that's right, I need direct interaction for trust
How much do you usually spend on each jewelry purchase? Đức Anh:
I don't have much money, so each time I only buy one item
What is your preferred method of payment? Đức Anh:
Usually, it's a bank transfer Because, with items of high value like jewelry, I may tally cash up incorrectly Moreover, when I carry that amount of cash, I may lose it, so I prefer the bank transfer method
If you buy one piece of jewelry, how would you like to receive the product? Do you want it directly from the seller, through express delivery, or via standard methods via popular logistics companies? Đức Anh:
As I said, I usually buy through acquaintances in a face-to-face interaction It has to be taken at the same place, and "touched by hand and felt by forehead."
What is your purpose following a jewelry purchase? Maybe as gifts or as items for daily use? Đức Anh:
Cả hai luôn Có những lúc mình mua để tặng, có những lúc mình mua để chính mình sử dụng
Both Sometimes it could be a gift for somebody, sometimes for my own use
Have you ever purchased jewelry as a form of financial investment? Đức Anh:
Yes, of course I have also thought about that matter
So, what is your preferred style of jewelry? Traditional or modern? Eastern or Western?
I think my jewelry style leans towards the Eastern side I am fond of Traditionals to some extent The type of jewelry I choose is also vintage In general, it's Eastern Traditionals
Necklaces come in various styles, catering to diverse preferences From delicate bead necklaces to elegant chains, the choice depends on personal aesthetics.
Regarding necklaces, I prefer those made of jade, similar to the one you're wearing, and
I really like this type of necklace
Do you wear jade necklaces on bead strands or chains?
Just regular strings like the one you're wearing I find them very beautiful I also like the style of wooden bead strands
So, your preferred material for those bead strands is wood? Đức Anh:
Presently lacking financial means, I solely acquire wooden items, typically Bodhi or Agarwood beads Despite my admiration for jade, my limited wealth restricts my ability to procure it.
Moving on to wrist jewelry What type of wrist jewelry do you usually use? Đức Anh:
Usually made of wood with bead strands of about 12 mm
It seems like you have wrist jewelry, right? Could you tell us a bit about the jewelry you're wearing? Đức Anh:
Currently, I have a strand of 108 Bodhi beads In Buddhist philosophy, these beads represent 108 different vexations Each time I pass a bead, it signifies the overcoming of one of those negative afflictions Additionally, this bead strand is also an item I use in my daily meditation session When I put it on my wrist, it serves as a reminder of the Buddha showing me the ropes As you can see here, there's a thread with five colors, which are considered very lucky, and I believe so too My item will usually have been
62 carefully treated by monks, and I believe it has spiritual power to protect me from misfortune in life
In your point of view, what is the material value of these items to you? Are they expensive? Đức Anh:
My bead strands are actually not too expensive They usually cost around 1,000,000 dong I focus more on spiritual value
Do you use rings? Đức Anh:
Suppose that you’ve purchased a ring, what type would you like? Đức Anh:
I don't use rings, so this question is pretty difficult for me to answer
You don't use earrings either, right? Đức Anh:
If you had the chance, would you use them? Đức Anh:
I think people with short hair usually don't use hair accessories However, if you had the chance, would you use them? Đức Anh:
I prefer to keep it as it is
For example, if your jewelry were made of metal, what metal would you like for it to be made of? And why so? Đức Anh:
Most likely gold Actually, I like both gold and silver as they are both precious metals Besides jewelry, gold can also be a channel for investment and accumulation
What about Silver? I think Silver doesn't have much saving value, does it? Đức Anh:
As far as I know, silver has a spiritual aspect of protection I've seen that in the past, people often had their children wear silvers, and adults wore them to avoid bad winds This makes me feel that silver has rich spiritual values
You like Vietnamese Gold and Silver, right? Đức Anh:
I like 9999 gold, and likewise for silver
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