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Consumer Value And Social Media Usage On Luxury Product For Vietnamese Consumers, Hyowon Hyun, Jungkun Park, Tuan Ba Pham, Ren

Asia Marketing Journal

Vietnamese luxury market is rapidly growing, however, there is a few researches on Vietnamese consumers’ perceptions of luxury products and influential factors in purchasing intention. The purpose of this study is to explore Vietnamese consumers’ value dimensions and mediating effect of social media information for their decision making for luxury product. Data were collected using self-administered mail survey. This study examines the influences of consumers’ perceptions of quality and value, and social media word-of-mouth on Vietnamese consumers’ luxury purchase intention.