探討影響越南消費者使用國內產品之因素：檢驗國家驕傲、民族優越感及自我覺察之角色

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/25678

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Title:	探討影響越南消費者使用國內產品之因素：檢驗國家驕傲、民族優越感及自我覺察之角色
Other Titles:	Assessing the Factors Driving Customers to Purchase Domestic Products in Vietnam: Examining the Roles of National Pride, Ethnocentrism and Self-awareness
Authors:	楓婷 PHUNG, THI THU THUY
Contributors:	企業管理學系管理科學碩博士班吳萬益;廖英凱 WU, WAN-YI;LIAO, YING-KAI
Keywords:	Domestic Product;Consumer Decision-Making Style;National Culture;National Pride;Marketing Strategy;Self-Awareness;Ethnocentrism;Self-Efficacy
Date:	2017
Issue Date:	2017-12-06 15:47:01 (UTC+8)
Abstract:	Economists believe that the behavior of consumers in one country in relation to the commodity and services produced in the country is the main factor affecting the economic development of that country. With the opening of the economic integration into the region and the world, on the Vietnam market today, consumers can easily learn and choose goods with multiple quality levels of products, prices, types, different code samples, which are produced from many different countries. Choose domestic or foreign goods? Perhaps this is a question often posed to consumers when purchasing.　　Thesis ＂Assessing the Factors Driving Customers to Purchase Domestic Products in Vietnam: Examining the roles of national pride, ethnocentrism, self-awareness＂ was performed for the purpose of examining the role the concept of national pride, ethnocentrism, self-awareness, assess the value of domestic goods and willingness to purchase consumer internal market in Vietnam.　　Furthermore, to discuss the moderating effect of marketing strategy and self-efficacy on the proposed relationships. These relationships are proposed at Vietnam market to test the integrated model. After collect and analysis data, the result show that 13 hypothesis is significant and 1 hypothesis is rejected. These findings provide an important implication for the companies which intend to develop its products in the domestic market. This study also points out that to achieve the best result, domestic companies should focus on seven factors when building marketing strategies for their products in the domestic market. Furthermore, some directions for possible future research are also identified.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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