IDEAS home Printed from https://ideas.repec.org/a/ajn/abrjou/v10y2025i10p35-41id597.html
   My bibliography  Save this article

Determinants of Online Apparel Purchase Intention in an Emerging Economy: An Empirical Study of University Students in Vietnam

Author

Listed:
  • Le Nguyen Hong Phuong

  • Ly Thu Cuc

Abstract

This study identifies the key determinants of online apparel purchase intention among university students in Vietnam’s rapidly growing e-commerce market. Based on a quantitative survey of 142 students, data was analyzed using multiple regression. The findings reveal that Trust is the most powerful predictor, followed by Influencer Endorsement and Fashion Involvement. In contrast, traditional drivers like Subjective Norm and Perceived Usefulness were non-significant. The results underscore the practical necessity for online retailers to build a trustworthy ecosystem and engage in strategic influencer collaborations. Theoretically, this study contributes to consumer behavior literature by highlighting the evolving nature of social influence for Gen Z and the contextual limitations of established technology acceptance models.

Suggested Citation

  • Le Nguyen Hong Phuong & Ly Thu Cuc, 2025. "Determinants of Online Apparel Purchase Intention in an Emerging Economy: An Empirical Study of University Students in Vietnam," Asian Business Research Journal, Eastern Centre of Science and Education, vol. 10(10), pages 35-41.
    • Handle: RePEc:ajn:abrjou:v:10:y:2025:i:10:p:35-41:id:597
    as

    Download full text from publisher

    File URL: https://ecsenet.com/index.php/2576-6759/article/view/597/236
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ajn:abrjou:v:10:y:2025:i:10:p:35-41:id:597. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tracy William The email address of this maintainer does not seem to be valid anymore. Please ask Tracy William to update the entry or send us the correct address (email available below). General contact details of provider: https://ecsenet.com/index.php/2576-6759/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.