TIẾNG ANH - NHÀ NGHIÊN CỨU TRẺ

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BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC KINH TẾ TP. HỒ CHÍ MINH
BÁO CÁO TỔNG KẾT

ĐỀ TÀI NGHIÊN CỨU KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG
‘’NHÀ NGHIÊN CỨU TRẺ UEH’’ NĂM 2021
< STUDY ABOUT ATTITUDE AND BEHAVIORAL INTENTION

TOWARDS FASHION PRODUCT OF GEN-Z PEOPLE WITHIN HO CHI
MINH CITY – RESEARCH ON BRAND SNEAKERS >
Thuộc nhóm chuyên ngành : Thương mại – quản trị kinh doanh và du lịch –
Marketing
(Ghi 1 số trong 7 chuyên ngành quy định tại điều 2 thệ lệ cuộc thi)
TP. Hồ Chí Minh, tháng 02/2021

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ABSTRACT
With a topic “Study about Attitude and Behavioral Intention towards Fashion
Product of Gen-Z People within Ho Chi Minh City - Research on Brand Sneakers”, this
research is conducted with a purpose of analyzing and demonstrating the attitude and
behavioral tendency of Ho Chi Minh City young people towards Sneakers and how some
factors can affect these individuals.
We did build up a research framework based on Theory of Reasoned Action (TRA),

data from secondary sources and result from quantitative research. In our framework,
variables consist of Price, Brand awareness, Belief towards Online advertising, Perceived
quality, Fashion leadership, Subjective norms, Attitude and Purchase Intention.
Subject of the survey are 18-15 year old people, who are living in Ho Chi Minh City
and using Sneakers, especially university students in Ho Chi Minh City. Research method
used by our group is a combination between qualitative research and quantitative research.
Qualitative research was carried out through In-Depth Interview with Expert, Sellers and
five Focus Groups. Whereas, Quantitative research took place via individual interviews in
virtual questionnaires with some questions relating to the topic. This questionnaire has
attracted 350 HCMC respondents through Google Form.
SPSS and AMOS are two assistance softwares which were used during our process
of synthesis and data analysis to test the confidence interval, the validity and the importance
of the variables.
As a result, most of the variables in our research have been proved as

interdependence to one another, except for Subjective Norms. This can be explained from
the fact that Sneakers purchasing decisions are made by customers themselves and not
influenced by surrounding people.
Besides, our group also drew some conclusions and implications for enterprises.
These recommendations can be useful tips to have a deeper understanding in customers,
which then can help to set up a better business strategy.
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TABLE OF CONTENTS
ABSTRACT ......................................................................................................................... 2
TABLE OF CONTENTS ..................................................................................................... 3
LIST OF TABLES ............................................................................................................... 7
LIST OF FIGURE ................................................................................................................ 8
LIST OF ABBREVIATIONS .............................................................................................. 9
CHAPTER 1: OVERVIEW............................................................................................. 10
1.1. Necessity of the research .......................................................................................... 10
1.2. Objectives ................................................................................................................. 12
1.3. Research Subject and Scope of the research ............................................................ 12
1.4. Research Methodology ............................................................................................ 13
1.5. Research Structure ................................................................................................... 14
1.6. Research Applications .............................................................................................. 14
CHAPTER 2: THEORETICAL FRAMEWORK AND RESEARCH MODEL ....... 16
2.1. Concepts ................................................................................................................ 16
2.2. Literature Review .................................................................................................. 16
2.2.1. Theory ............................................................................................................ 16
2.2.2. Variables Definition ....................................................................................... 19

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2.3. Related research .................................................................................................... 21
2.3.1. The effect of scarcity types on consumer preference in the high-end sneaker
market - Nicholas George Cassidy (2016)................................................................... 21
2.3.2. Maximizing Revenue Selling Retro Sneakers on eBay: A Data-Driven

Approach - Sherief (2013) ........................................................................................... 23
2.3.3. Sole value–the sneaker resale market: an explorative analysis of the sneaker
resale market - Lux & Bug (2018) .............................................................................. 24
2.3.4. Conclusion of Previous Study ........................................................................... 26
2.4. Conceptual framework and research hypotheses .................................................. 26
CHAPTER 3: RESEARCH DESIGN............................................................................. 31
3.1. Research Process Design ......................................................................................... 31
3.2. Qualitative Research ................................................................................................ 32
3.2.1. In-depth Interview ............................................................................................. 32
3.2.2. Focus Group Interview ...................................................................................... 34
3.3. Quantitative Research .............................................................................................. 37
3.3.1. Sampling Process ............................................................................................... 37
3.3.1.1. Crowd Identification ................................................................................. 37
3.3.1.2. Sample Identification ................................................................................ 37
3.3.1.3. Sample Size Identification ........................................................................ 37
3.3.1.4 Sampling Method ....................................................................................... 38

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3.3.1.5. Sampling Selection Approach................................................................... 39
3.3.2. Quantitative questionnaire ................................................................................. 39
CHAPTER 4: QUANTITATIVE RESEARCH RESULT............................................ 44
4.1. Sample description ................................................................................................... 44
4.1.1. Survey sampling statistics................................................................................. 44
4.1.2. Characteristics of the Sample ............................................................................ 45
4.2. Data Analysis from the questions ............................................................................ 46
4.2.1. Figures description............................................................................................. 46
4.2.2. Reliability and Validity ( Cronbach Alpha) ..................................................... 50
4.2.3. Exploratory Factor Analysis (EFA) ................................................................... 51
4.2.3.1. Independent variables ............................................................................... 51
4.2.3.2. Dependent Variables ................................................................................. 53
4.2.3.3. EFA Analysis and Conclusion .................................................................. 54
4.2.4. CFA Analysis ..................................................................................................... 54
4.2.5. SEM Analysis .................................................................................................... 56
4.3. Result after analyzing data and model ..................................................................... 57
4.4. Result and Connotation of the Topic ....................................................................... 58
CHAPTER 5: CONCLUSION AND IMPLICATIONS .................................................... 59
5.1. Discussion ................................................................................................................ 59

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5.2. Significance .............................................................................................................. 59
5.3. Suggestions .............................................................................................................. 60
5.3.1. Pricing reasonably can boost the demand among the juvenile .......................... 60
5.3.2. Building up an impessive Sneakers brand to enhace the brand recognition ..... 60
5.3.3. Developing online commercials towards young people and Improving their
belief of virtual advertisements ................................................................................... 61
5.3.4. Discovering and Catching up with new Sneakers trend .................................... 61
5.3.5. Improving Sneakers quality and perceived quality ........................................... 62
5.3.6. Making a good product impression in each individual...................................... 62
5.4. Limitation and Further Research.............................................................................. 62
REFERENCES ................................................................................................................... 64
APPENDIX ........................................................................................................................ 66
APPENDIX 1: QUALITATIVE QUESTIONS ................................................................. 66
APPENDIX 2: RESPONDENTS LIST IN QUALITATIVE SURVEY ........................... 68
APPENDIX 3: QUANTITATIVE QUESTIONNAIRE .................................................... 70
APPENDIX 4: SPSS, AMOS AND PROCESS ANALYSIS DATASHEETS ................. 73

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LIST OF TABLES
Table 3.1. Questionnaire adapted from international studies……………………………...39
Table 4.1. Descriptive statistics results…………………………………………………...44
Table 4.2: Descriptive Statistics Result…………………………………………………..46
Table 4.3. Cronbach Alpha Analysis Result………………………………………………50
Table 4.4. EFA Analysis of Independent variables Result……………………………….51
Table 4.5. EFA analysis of Dependent variables Result………………………………….52

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LIST OF FIGURE
Figure 2.1. Theoretical research model TRA Ajzen and Fishbein (1980)…………………19
Figure 2.2. Research model by Nicholas George Cassidy (2016)…………………………23
Figure 2.3. Sherief's research model (2013)………………………………………………24
Figure 2.4. Model of Lux & Bug (2018)………………………………………………….25
Figure 2.5. Proposed research model……………………………………………………..30
Figure 3.1. Research Process……………………………………………………………..31
Figure 4.1. CFA Analysis model…………………………………………………………55
Figure 4.2. SEM Analysis Model………………………………………………………..56

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LIST OF ABBREVIATIONS
No. Abbreviations Words
1 5A Aware, Appeal, Ask, Act, Advocate.
2 CLCN Perceived Quality
3 CMCQ Subject norms
4 GC Price
5 HCMC Ho Chi Minh City
6 KOLs Key Opinions Leaders
7 NTQC Belief towards Online Advertising
8 NTTH Brand Awareness
9 TD Attitude
10 TRA Theory of Reasoned Action.
11 Vlogger Video & blogger
12 XHTT Fashion Leadership
13 YDM Purchase Intention

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CHAPTER 1: OVERVIEW
1.1. Necessity of the research
According to general statistics from a useful website for fashion followers,

especially clothes for children and women - ThredUp, sales of high heels in the second
quarter of 2018 dropped to 38%, while Sneakers saw a rapid increase, up 46% as reported
by Business Insider. Realizing a clear decline in sales for high heels and increased
awareness of health benefits, people are always actively engaged in fitness activities and
world-class sporting events. Therefore, investors from luxury brands such as Louis Vuitton,
Balenciaga, Gucci, Valentino, Stella McCartney, Versace, ... started to switch to the
overlapping business of Sneakers and have a clear business strategy. In 2018, in a report by
Grand View Research, the global sneakers market size will reach $ 95.14 billion by 2025
and a compound growth rate will be projected at 5.1%. The fast sales growth numbers of
Sneakers are all thanks to the e-commerce effect for Gen Y and Gen Z audiences.
That is the general situation all over the world, but in the Vietnamese market, from
a marketing perspective, for the resurgence of the Biti's brand - especially the Biti's Hunter,
its sales in 2017 increased by 300% compared to 2016, and in 2018, this figure has increased
by 200% compared to the same period in 2017 (Forbes Vietnam data). Clearly we can see
that, the Vietnam Sneaker market, specifically in Ho Chi Minh City, although there has
been a huge growth compared to previous year and the revenue for this fashion item has
been increasing and the popularity of Sneakers at the present time is undeniable. But in
Vietnam, there is still no official studies on intentions, attitudes and behaviors in sneaker
buying. This is a completely new topic that has created the motivation for our group to
choose this topic for research.
The factors that will affect attitudes and behavioral intentions include: price, brand
awareness, perceived quality, online advertising confidence, fashion leadership and
subjective standards ... Beside those above variables, individual subjective motivation
facing external influences is also part of the reason for the intention of buying Sneakers of
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consumers, especially young people today. When the above factors affect the Attitude
variable, the buying intention variable will later be affected. The interplaying factors form
the complete model to support the study of a consumer's buying intention for sneakers.
Obviously, today's youth is the main sneaker consumer, the Sneakers of each brand
from luxury to popular are increasingly diversified. The innovations in the sneakers market
are all slowly catching up with market trends from product innovations to advertising
campaigns to stimulate consumer buying behavior and willingness to spend to own
sneakers. That is why the intention of buying Sneakers for today's consumers is affected by
many factors when the Sneaker market is growing stronger. In addition, young people are
becoming more and more active, so the demand and intention to buy Sneakers is also
increased by the convenience of daily activities and expressing their own personality and
style. when wearing Sneakers.
In earlier period, in the world, there were studies on Sneaker and the Sneakers
market, such as a number of studies such as The Effect of Scarcity Types on Consumer
Preference in the High-End Sneaker Market by Nicholas George Cassidy in 2018. , or
Exclusiveness in the Sneaker World: a door to enter today's reign of the ephemeral by
Alessandro Pane in 2018…. However, research on sneaker buying intention in Vietnam is
relatively small, so our research is quite new to the present time. Therefore, the gaps in the
research are hard to avoid, in which the research segment is still limited, mainly students
and the research scope is only in Ho Chi Minh City. The survey process is only limited to
social networks, has not been conducted in the real market, so the survey results have not
been fully covered.
From the above reasons, we choose the topic "Attitudes and behavioral intentions
for youth fashion items in Ho Chi Minh City - Research into brand sneakers" to explore
some of the influencing factors. How to the attitude and intention of buying sneakers of
young people in HCMC. From there, serving as a basis for managers of related businesses
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and organizations to develop strategies to further develop the Sneaker market in Vietnam
as well as to export Sneaker shoes to foreign markets.
1.2. Objectives
From the problems presented, the research team posed the following questions:
1. What factors affect the attitude and behavioral intentions of sneaker brand
consumers in TP. HCM and the relationship between them like?
2. Is Sneaker-buying attitudes and intentions really affected by those factors?
3. On that basis, what are the governance implications for branded Sneaker
businesses that have a business market in Ho Chi Minh City to attract young people and
increase revenue?
Correlated with the research question, the research paper is conducted with the
following three objectives:
1. Building a research model, testing a scale of factors affecting the attitude and
intention of buying a brand sneaker of young people in Ho Chi Minh City.
2. Test and measure the factors in the model that impact the attitude and behavioral
intent of sneaker brand consumers.
3. Proposing some recommendations for administrators to increase the attractiveness

of this market, attracting young people in Ho Chi Minh City by focusing on factors affecting
the intention to buy sneakers has been assigned. analysis through the model.
1.3. Research Subject and Scope of the research
- Research subject: Attitude and Behavioral Intention towards Sneakers of Gen-Z

People within Ho Chi Minh City.
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- Respondents: Young people aged 18-25 years living and working in Ho Chi Minh
City intend to buy Sneaker. This is the age of the group of students and beginners, with a
high need to wear personality, express their own style, sport needs and therefore use
Sneaker as a useful means of supporting things. there.
- Regarding the geographical range: This study only investigates those who are
living and working in Ho Chi Minh City, the largest consumer market and the largest
number of Sneaker stores in the country.
- Execution time: This study is observing the market and conducted from November
to December 2020 in Ho Chi Minh City.
1.4. Research Methodology
This scientific research is conducted through two steps, which are preliminary
research by qualitative methods and official research by quantitative methods.
The research is carried out in two phases:
(1) Qualitative research: Adjust and complete the research model and to build a
questionnaire about the factors affecting the buying intention of Sneakers. The research was
conducted via in-depth interview with one (01) expert, two (02) sneaker sellers and buyers
and interviewed Focus Group with 5 groups of students living and studying in the HCMC.
(2) Quantitative research: Collect, analyze survey data and test the model. In the
qualitative study, we conducted a sample size survey of 350 young people in Ho Chi Minh
City (including 180 men and 170 women participating in the survey, accounting for 51.1%
and 48.9 respectively). This age group is due to being the age of the young, who tend to
use sneakers a lot and are affected by it the most. Sampling methods are judgment, norm
and snowball (non-probability). Specifically, the group used the judgment method to select
the subjects of the survey to save time and improve accuracy. In addition, our group used
the norm method to divide the survey subjects into two kinds: students and employees
because the group believed each of these two subjects would have different behaviors and
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effects. To ensure that the minimum sample size is fully complete, the team uses the
snowball method.
1.5. Research Structure
Research structure includes:
Chapter 1: Overview: Necessity of the research, Research objective, Research

subject and scope, Research methodology, and Research layout, and Research structure.
Chapter 2: Theoretical framework and research model: Literature Review; Concepts;

Theory; Related research; Conceptual framework and hypotheses development
Chapter 3: Research Methodology: Research Process, Qualitative Research,

Quantitative Research.
Chapter 4: Result and Discussion: Sample description, Data Analysis from the
questions: Reliability and Validity (Cronbach Alpha), EFA analysis, CFA Analysis, SEM
Analysis, Structural model evaluation; Results after analyzing data and model; Data
analysis result .
Chapter 5: Conclusion and Recommendation: Conclusion; Research Significance;

Recommendations and proposals to businesses; Research limitations and direction in the
next research.
1.6. Research Applications
The research has both theoretical and practical applications:
- Scientific applications:
• Enhance the applicability of TRA theory to real research papers.

• Exploit scholarly resources related to the topic.
• Apply research methods to current topics.
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• Clarify the relationships between the factors mentioned in the model and test
interaction between variables.
- Practical applications:
Research results help many individuals have initial basis in correctly defining the
role of factors influencing Sneakers purchasing behavior attitudes and intentions of young
people in Ho Chi Minh City. Therefore, business owners can deeper study about factors
that influence the intention of buying sneakers to develop better business strategies.
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CHAPTER 2: THEORETICAL FRAMEWORK AND RESEARCH MODEL
2.1. Concepts
- Sneakers: are a type of footwear that have flexible plastic soles and leather
covers. This kind of training shoes have been mainly used for sports or any other gymnastic
activities. However, these days, Sneakers can be worn daily due to the comfort,
sophisticated design and modern fashion.
- Brand Sneakers: are Sneakers that are produced by famous and popular firm
such as Converse, Adidas, Nike, Vans, Puma, Balenciaga, Gucci, New Balance, Biti’s,…
- Attitude: Gerd Bohner and Nina Dickel (2011) defined Attitude as the
subjective assessment of one individual to one specific thing. They also stated that attitude
is divided into 3 types: positive, negative and neutral. Nguyen (2019) found out that with a
different attitude, people will have various actions. Gharghani (2011) also had the same
perspective as Nguyen when Gharghani did a research about relationship between attitude
and the attention of Internet users while watching online ads on social networks.
- Behavioral intention: is known as the motive of every individual in acting a
plan (Ridgway et al, 2008). According to Technology acceptance model, behavioral
intention derives from human’s attitude and this intention can lead to a specific action.
However, in order to take a specific action, Tsai (2009) emphasized that a person has to
have a control on objective situations, such as natural resources, time or money.
2.2. Literature Review
2.2.1. Theory
In this research, we chose Theory of Reasoned Action – TRA as a foundation.
Theory of Reasoned Action (TRA) was introduced in 1967 and has been extensively
revised over time since the early 70s by Ajzen and Fishbein (1980). The TRA model shows
that consumer trends are the best predictor of consumer behavior. To pay more attention to
the factors that contribute to the buying trend, our group will consider two factors, which
are the customer attitude and subjective norms.
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In the TRA model, attitude is measured by perceptions of product attributes.

Consumers will pay attention to attributes that provide essential benefits and their varying
importance. If we know the weights of those attributes, we can roughly predict the results
of the consumer choice. Subjective norms can be measured through consumer-related
people (such as family, friends, colleagues, ...); if these people like or dislike their buying
action. The degree to which the subjective norms factor impacts to a consumer's buying
trend depends on: (1) the degree of support / opposition to the consumer purchase and (2)
the consumer's motivation in accordance with the influencers. The degree of influence of
those involved in the consumer behavioral trends and the consumer motivations to follow
the relevant people are two fundamental factors for subjective norms. The stronger the
affiliation of the relevant people to the consumer, the greater the influence on their buying
decision. The greater consumers' confidence in relating people, the more affected their
buying tendencies are. Consumers' buying intent will be influenced by these people with
varying degrees of influence.
- Behavior: According to the TRA, behavioral intention is the main driver of

behavior, while the two main determinants of behavioral intentions are attitudes and norms
of people. In a subjective level, researchers can understand whether people are taking the
intended action or not.
- Attitude: According to the TRA, attitude is one of the main factors determining
behavioral intent and refers to how people perceive a particular behavior. The theory states
that there is a direct correlation between attitude and outcome, if one believes that a certain
behavior will lead to a desired or favorable outcome, he/she is more likely to have a positive
attitude toward that behavior.
- Behavioral trust allows us to understand people's motives for their behavior in

terms of behavioral consequences. This concept states that people tend to associate the
performance of a given behavior with a certain set of results or features.
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- Assessment: Outcome evaluation refers to how people perceive and evaluate the
potential outcome of a performed behavior. Such ratings are formed in a "good-bad" binary
style.
- Subjective norms: Subjective norms are also one of the main factors that determine
behavioral intention and refer to the perception of related groups or individuals such as
family members, friends and co-workers. Ajzen defines subjective norms as "perceived
social pressure is used to decide whether to perform or not a particular behavior". According
to TRA, people develop some standard of belief or belief about whether certain behaviors
are acceptable. However, subjective norms also relate to people's motivation to comply
with the views and perceptions of the social community, which vary depending on the
individual circumstances.
- Normative belief: normative beliefs that relate to whether or not related groups
refer to the action. There is a direct correlation between normative beliefs and behavioral
performance. Usually, the more referral groups that approve the action, the more the
individual will take the action. Conversely, the less referral groups, the less individual will
do it.
- Motivation to comply: this is the fact that individuals may or may not be able to
adhere to the social rules of the referral groups around the actions. Depending on the
individual's motivation to comply with social pressures, the individual will succumb to
social pressure when taking the action if deemed acceptable. Or that individual will resist,
instead, social pressure to commit the behavior if the action is not accepted.
- Behavioral intention is a function of both a attitude and a subjective norms for the
act (also known as the normative component). Attitude is how one holds strong attitudes
toward actions and norms. Subjective norms are the social norms associated with action.
Several studies have shown that prior direct experience with a certain activity leads to a
greater weight on the attitude component of the behavioral intention function.
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In TRA model, each individual's belief about a product or brand will influence
behavior-oriented attitude, and behavior-oriented attitude influence buying trend, not
directly affect buying behavior. Therefore, attitude will explain the reasons for the
consumer shopping trend, while trend is the best factor to explain the consumer behavior
trend.
2.2.2. Variables Definition
- Price: According to traditional theory, price is a value of merchandise in money.

This also means the amount of money have to be paid for a product. Price is defined as
money that customers have to use to exchange for service, goods or value (Kotler &
Armstrong, 2010). In a wider perspective, price is the amount of money paid for a product,
amenity or an asset. Product’s price can be changeable, relating to its value.
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- Perceived Quality: is customers’ recognition toward the quality or the superior of

a product or service – paying attention to the purpose of the product or service in
comparison to other alternatives (Keller, 2008). Zeithaml (1988) evaluated that perceived
quality seems to have more influence than product’s objective quality; Therefore, in his
research, Aghamolaei (2012) came to the conclusion that this is an important incentive in
encouraging consumers to look for experienced products.
- Brand awareness is defined as the buyer's ability to identify the brand with enough
detail to purchase (Rossiter and Percy, 1987, 1997). Brand awareness is a very important
issue in consumer behavior research, advertising management, brand management and
strategy development. The ability of consumers to recognize and recall a brand is a leading
factor in making the buying decision. Purchasing a product cannot be made unless the
customer is first aware of the category of products they need to buy and the brands within
that category. Perception does not necessarily mean a customer must be able to remember
a particular brand name, but at least he or she must fully grasp the product's distinguishable
features in order to continue.
- Belief Toward Online Advertising: is the trust of customers in the form of

propaganda to introduce information about products, services, companies or ideas, non-
direct communication between people through online mass media, such as the Internet,
social networks, blogs, websites,… (Shaojing Sun, 2010). Today, consumers tend to believe
in advertisements that have the endorsement of KOLs, Influencers. From that, consumers
can believe in the products promoted through those commercials.
- Fashion Leadership: is a common habit or trend in the fashion field, especially

clothes, shoes, fashion accessories, and makeup. These dress styles are becoming popular
by fashion designers, so many people will follow because they have a desire to be trendy.
(According to Henry & Ahson, 2007).
- Subjective norms: is defined as an individual's perceptions, with the influence of

surrounding people to whether a behavior should be performed or not (Fishbein & Ajzen,
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1975). Subjective norms can be measured through the acquaintances of the consumers,
defined by the standard beliefs for the expected performance of the behavior and the
personal motivation to comply with that expectation. (Fishbein & Ajzen, 1975, p. 16).
- Attitudes: is the attitude toward an action or behavior (Attitude toward behavior),

which expresses the individual's positive or negative perceptions of performing an act,
which can be measured by the combination of strength of beliefs and evaluation of this
belief (Hale, 2003). If the results bring personally beneficial, people may intend to engage
in the behavior (Fishbein & Ajzen, 1975, p.13).
- Purchase Intention: Intention can be understood as a determination to act by a

person in a certain way (Ramayah et al., 2010). The consumer theory shows that the
consumer has gone through the period of intention before making a buying decision or in
other words there is a causal relationship between buying intention and behavior. Purchase
intention refers to a customer's willingness to buy a product, to increase and to continue to
use that product, demonstrating a consumer's motivation to attempt to act.
2.3. Related research
There have been a number of foreign research articles on the attitudes and intentions
of customers' behavior towards Sneaker of different researchers around the world. Here are
some specific research articles on this topic:
2.3.1. The effect of scarcity types on consumer preference in the high-end sneaker
market - Nicholas George Cassidy (2016)
This research article is to learn about the demand for Sneakers' buying, collecting
and using of a large number of consumers, especially sneakers collectors. Sneakers
collectors are motivated by a multitude of different motivations. Some people want to show
their styles. While others consider themselves as uniquely individual. That is why they are
willing to pay a huge amount of money to "hunt" the latest high-end Sneaker and this make
Sneaker, in this period, become scarce. There are people who simply view sneakers as
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collectibles, put them in display locations and never wear them outside. Regardless of their
motivations, these individuals turn to sneakers as a means of making self-claims and so
these products assume a lot of meaning and value beyond their actual function. Huge
differences in the price, style and brand of sneakers lead to many different factors that
simultaneously influence the decision to buy Sneakers.
Research shows a clear priority within the Sneakerhead community over offering
products. Furthermore, there is no significant difference in consumer preferences between
products with limited demand and products without any form of scarcity. With a choice of
60% for scarce supply versus 22% for selective scarce demand, sneakerheads seem to rank
exclusively above any other factor when buying a product. It will then follow collectors
with in-depth knowledge of similar value sneaker products with high quality signals.
The consumer's desire for scarcity stemming from the use of high-end sneakers is
conspicuous consumer goods, where scarcity amplifies the ability of a product to denote
some characteristic to the owner. in its possession. In addition, the research has given the
research model of the factors affecting the demand for buying scarce sneaker of consumers.
From there, making many recommendations for major Sneaker brands around the world.
However, the research paper still has many limitations. Since the sneaker market is
a relatively newer industry, there is less research available on this topic compared to other
consumer groups. While scholarly articles regarding the sneaker market exist, they are few
in number and descriptive in nature, focusing on the origin and dynamics of sneakerheads
as opposed to their buying decision.
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2.3.2. Maximizing Revenue Selling Retro Sneakers on eBay: A Data-Driven Approach

- Sherief (2013)
This study analyzes eBay's classic secondary sneaker market created by finding and
releasing sneakers that are hard to get. The findings confirmed a common willingness for
buyers to purchase retro sneakers at a substantial cost above the manufacturer's retail price
tag. Document review and participant observations indicate that this willingness can stem
from a strong force of nostalgia towards consumers (Schindler & Holbrook, 2003). The
study also notes several merchant strategies that maximize eBay's sales revenue for retro
sneakers, including selling larger sizes (US men 11-14), using price listings. The study's
analysis had implications for thousands of eBay sellers looking to maximize revenue from
selling retro sneakers.
Naturally, buyers may also find research useful because the properties of the listing
yield the lowest final sales at current prices. Research may also be generalized to
accommodate other studies following consumer products that evoke feelings of nostalgia.
Other studies may also focus on margins rather than maximizing revenue, as items are
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larger and eBay fees are typically lower on auction listings than for fixed price lists. Future
studies may benefit both sneaker collectors and dealers.
2.3.3. Sole value–the sneaker resale market: an explorative analysis of the sneaker
resale market - Lux & Bug (2018)
The research paper explores some of the aspects that can describe and describe the
resale sneaker and its processes. The sneaker resale market is not self-sustaining and
depends on the success of the Sneaker brands in exciting release and strictly limited product
but the Sneaker brands also benefit from their products because of being sold at a high price
on the secondary market and thus has an interest in servicing it. The market is dominated
by products from three brands - Nike, adidas and Air Jordan.
Buyers, entering the sneaker resale market, are primarily looking for a particular
shoe, which they are obsessed with, and thóe people see the secondary market as their last
chance to acquire that shoe. Another buyer's incentive is buying the status symbol or even
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speculating about the price development of the shoe and reselling it later. For the seller the
main goal is profit; whether to make a life or to fund the habit of buying your own sneaker.
In order to be relevant to the secondary market, a shoe needs to be of quality or significance
beyond its functional values. A significant additional quality is strictly limited to the
quantity produced and therefore available. Also, shoes need a story or cultural relevance
Willy Iffland calls it the Belgian soul. Collaboration is needed so that sneaker brands can
have a secondary impact on the market and this situation is likely not to change in the
foreseeable future. This community's global network through social media is an important
factor for the sneaker resale market as it influences hype mechanisms and at the same time
provides a sales platform. In terms of sales platform, sneaker resale market is widely
fragmented and this condition is likely to remain unchanged in the future because
preferences differ for sellers and buyers.
26
2.3.4. Conclusion of Previous Study
Previous studies have only looked at one specific aspect that affects the buying
behavior of customers for different sneaker items in different geographical areas. Since
then, we have found our own directions to develop this research. Therefore, our team
believes that this research topic will be different from previous studies in considering the
impact of buying intentions of customers in Ho Chi Minh City in more ways. From there,
readers will have a more intuitive view of the factors affecting buying intention - especially
market researchers.
2.4. Conceptual framework and research hypotheses
Price plays an important role in a company to retain loyal customers, who are willing
to pay more for their favorite brand, and will not rếu to buy if the price is below their
expectations (Levy & Weitz, 2012). Wickliffe & Pysarchik (2001) described the inherent
attributes of products such as branding and price that influence customer behavior. These
two factors also represent the main part of the product's features. Researches by Hermann
et al. (2007) showed that price is an important factor affecting customer purchase, thus it
has a significant effect on customer satisfaction and attitudes of customers.
H1: Price has a positive influence on Attitude.
Perceived quality for a product refers to the perception of the overall quality,
superiority of a product or service over other alternatives. A sense of quality is a generic
and intangible sense of the brand. Perceived quality is often based on product characteristics
such as reliability, performance, and branding. Perceived quality is a common perception,
and identification and measurement will be helpful in understanding customer attitudes
towards product quality (Kia, 2012; as cited in Aker, 1991). Quality is very helpful in
creating a competitive advantage (Zeeshan, 2013). It is a process of continual improvement,
constantly changing to increase product performance and bring satisfaction to customers'
needs. Quality should improve from time to time (Tariq et al., 2013). Chi et al. (2008)
concluded that if a product is of better quality, customers are more likely to buy it.
27
H2: Perceived Quality has a positive influence on Attitude.
Brand awareness is defined as the perceptions of customers towards a particular

brand and through the brand, customers can recall products related to the brand and the
quality of those products (Macdonald and Sharp 2000). Evidence from previous studies are
used to support the hypothesis that brand perception affects brand attitudes and buying
intention. Macdonald and Sharp (2000) also noted that consumers often rely on their brand
perception in decision-making because they want to save time and effort in purchasing
decisions. Washburn and Plank (2002) also found that consumer brand perception
significantly influences buying intention. Recently, Huang and Sarigöllü (2012) confirmed
that brand awareness is strongly related to brand attitudes in the study of the relationship
between brand perception and market performance.
H3: Brand Awareness has a positive influence on Attitude.
Advertising is one of the marketing strategies, is an important tool in creating

awareness in the mind of potential customers making decisions to buy products. Producers
create an emotional connection with customers through advertising. When customers pay
attention to the ad, their increased feelings towards the ad lead to brand promotion and
when there is a good feeling towards the brand, they will want to buy the brand's product.
Consumers' attitudes toward advertising are shaped by their beliefs. In their study, Karson
et al. (2006) segmented consumers into three attitudes (Pro, Ambivalent, Critics) based on
their 14 beliefs about online advertising. Specifically, those who belong to the Critics group
tend to use the Internet less often to find information and view the Internet as pragmatic
compared to the other two groups. Pollay and Mittal (1993) proposed seven trust factors
based on consumer confidence and classified these factors into two categories. Wolin,
Korgaonkar and Lund (2002) tested the belief model of Pollay and Mittal (1993) and found
that trust factors such as product information, enjoyment, role, and social image have
positively related to customer attitudes. The above studies have shown a link between trust
and attitude, and most recently, Lee & Chow (2020) emphasized the above point when
28
finding a strong positive relationship between trust in advertising. online and trend buyers'
attitude
H4: Belief Toward Online Advertising has a positive influence on Attitude.
Workman (2010) classified consumers into two categories: fashion leader and
fashion follower. Workman thinks that "fashion leaders" always like new things, so they
always try many new ideas in fashion. But for "fashion followers", they just imitate the
clothes that are recognized by society as trendy. From these two types of people, Kim &
Hong (2010) argued that "fashion leadership" is a psychological factor of consumers
influenced by "fashion leaders" and that this influence is related to the desire to express
individuals. Thereby, with the desire to compete with the times, consumers will be affected
and hope to become stylish by paying a sum of money in exchange for that psychology of
satisfaction.
H5: Fashion Leadership has a positive influence on Attitude.
According to TRA theory, the subjective criterion is an individual's perception of a

particular behavior influenced by those close to him. Park et al. (2007) pointed out that
subjective norms are also one of the main factors that determine behavioral intent and refer
to the perception of groups or individuals involved as family members. Family, friends, and
co-workers can affect a person's behavioral performance. Ajzen defines subjective norms
as "perceived social pressure to perform or not to perform behavior". According to the TRA,
people develop some standard belief or belief about whether certain behaviors are
acceptable or not. These beliefs shape a person's perception of a behavior and determine a
person's intentions to perform or not perform. However, subjective standards also take into
account human motivation to comply with the views and perceptions of the social
community, which vary according to the individual circumstances and dynamics. Many
studies have shown a positive correlation between subjective standards and fashion buying
attitudes (for example, Kim & Karpova, 2010). Most notably, Jain and Khan (2017) have
found subjective standards as a major predictor of luxury buying intentions by Indian
29
consumers. Therefore, subjective norms have an impact on individuals' attitudes toward

their behavior
H6: Subjective Norms has a positive influence on Attitude.
According to TRA theory, attitude is one of the main factors that determine
behavioral intent and refer to how people perceive a particular behavior. Attitude is
influenced by two factors: the strength of behavioral beliefs related to the outcome of the
performance (i.e. whether the outcome is probable or not) and the potential outcome rating
(i.e. the results are positive or not). Attitudes towards a certain behavior can be positive,
negative, or neutral. There is a direct correlation between attitude and outcome, if one
believes that a certain behavior will lead to a desired or favorable outcome, then one is more
likely to have a positive attitude towards to that behavior. Nguyen (2019) has shown that if
people believe that a certain behavior will lead to an undesirable or unfavorable outcome,
one is more likely to have a negative attitude toward that behavior. Park, Jeon & Sullivan
(2014) found a significantly positive relationship between attitudes and buying intention.
H7: Attitude has a positive influence on Purchase Intention.

30
Figure 2.5. Proposed research model

31
CHAPTER 3: RESEARCH DESIGN
3.1. Research Process Design
Figure 3.1. Research Process

32
3.2. Qualitative Research
Qualitative research is an extremely important first step in the research process. The
reason is that through researching and analyzing previous studies on their topic with
secondary data sources, the group will think and refine ideas that match the original
orientation and from that conjecture a particular research model. However, such a guess
will inevitably be error-free. By continuing to do qualitative research through group and
expert discussions in the form of direct Q&A through software for online meetings, experts
and discussion groups help the team to re-test the model from which there are a number of
things. to make certain adjustments to be more relevant and to define the direction of the
upcoming quantitative survey questionnaire.
In this research, our team conducted an In-depth Interview with an expert in

Marketing, two sellers of Sneakers and interviewed five Focus-groups with nine students,
students and employees using the questions asked. prepare in advance (see Appendix 1).
From there, the group obtained the following results:
3.2.1. In-depth Interview
We have interviewed Dr. Le Thi Hue Linh – a lecture of KQM Falcuty, UEH via
audio call Messenge on Dec. 10, 2020. We also make an interview with two other sellers
and nine buyers. Here are the result:
Question 1: In your opinion, what factors influence the intention to buy Sneakers? And
how do they affect? Which factor is the most important?
In order to express customers' fashion style. Nowadays, the dress of young people
not only focuses on clothes, but also focuses on accessories such as shoes, bags, ... A pair
of shoes also expresses personality as well as the owner's preference for the shoe.
Being influenced by other people. The development of the 4.0 era will give young
people more sources of reference to make their own intentions through images, videos on
tiktok, youtube, or facebook, ...
33
Convenience in many cases (going to school, going out, going to work, sports ...).
With the busy lifestyle of today, people will resort to a shoe with many benefits, which is a
solution to minimize the clutter in choosing when matching clothes.
Question 2: In your opinion, why do social media, opinions of people around you affect
the intention to buy Sneakers?
Social connection, community connection, advice, ... In addition, asking for opinion
partly reinforces the intention to buy. Through many opinions, an individual will know
which one is right for him/her to buy and use.
Impact from business. In the old days it was not affected the internet, but now,
technology innovation has influenced a lot on people. This can have a significant impact
on the opinions and intentions of buyers.
We are in the 4.0 era - the era of advanced technology and highly developed social
networks. The preparation of a good marketing campaign will have a significant impact on
the intention of buying sneakers of consumers. To build an effective marketing campaign,
we need: Advertising, which is regularly promoting products on mass media such as
television, newspapers, especially websites that are visited by many customers like
Facebook, instagram, zalo ... Promotions, which require special promotions such as
discounts or buy 2 get 1 free, will attract the attention of customers thereby expanding the
possibility of higher market share.
Question 3: In your opinion, how do Marketing campaigns and fashion trends affect
consumers' intention to buy Sneakers?
Following trends, fashionista, actors, and singers ... they often influence young
people's behavior. Affected by the social networks that follow the people they like or the
youtube vlog whom they consult for review, young people partly affects their buying
intention.
34
Question 4: The sneakers that are getting hot these days are because of the brand? Are
quality and intended use still the deciding factor for buying intent?
Brands influence buying intention. It also partly expresses yourself and your income,
the level and quality. Sneaker is hot today because of the brand. It is especially true that the
young people are often passionate about sneaker models with famous brands in the world
such as gucci, balenciaga, adidas, nike ... Good quality will make customers feel more
secure with buying that product. Depending on purposes such as going out or going to work,
will customers decide to spend their money as long as it is reasonable.
Question 5: Is Sneakers buying intent influenced by the following factors: Subjective

Standards, Mass Communication, Product Marketing Strategy, Branding, Fashion
Interest and Reference Group? And what is the order of their influence according to
you?
The subjective norms refer to the social factor, the reference group (friends and
family ...) and the Marketing Strategy must be clear, because there are many factors with
different elements, arguments so as not to confuse and mislead the surveyor.
Question 6: From your viewpoint, why do customers actively learn the above factors
before buying Sneakers?
To find out some information about price, style, models, trendy, etc.
3.2.2. Focus Group Interview
Our group have seached and asked 10 questions to 5 focus groups. Here are the
results:
Question 1: Do you use Sneakers? Do you intend to buy Sneakers? Is there an initiative
to learn about Sneakers?
35
All 5 groups answered that they had both already been using Sneakers. In the future,
all interviewees agreed that they would continue to buy Sneakers. When being asked about
proactive inquiry, the majority of groups answered that it was only proactive when they
needed it.
Question 2: What factors may affect your buying intentions for Sneakers? In what order
are you prioritizing the influence of these factors? (For example: Friends and relatives,
Personal experiences, Occasions, seasons, Promotions, Brand names, Quality designs,
Trends ...)
The groups all have their own group choices showing that the target groups will be
affected by different factors in different order. For example: the first group thinks that price
will be given priority and other factors including promotion, demand, and style will be
given less priority. While the second and third groups, arrange the criteria with descending
priority as follows: brand, style, material, price. However, the last 2 groups pay attention to
the brand name and then the quality, design, color, style, material, and finally, comments
from friends.
Question 3: How do you reach Sneakers information?
All groups receive Sneakers information through online forms such as social
networks, websites of brands, review pages and sneak-heads. Particularly, group 3 believes
that family members also inform them. No group said that they knew Sneakers through the
form of offline advertising such as billboards, consultants at shoe stores, banners. Because
today they are exposed to social networks more than anything, Sneaker information almost
comes from this method.
Question 4: How does the Marketing strategy of Sneakers brands affect your buying
intent? (Like viral videos, sales, advertisements, influencers, bundled gifts, vouchers ...)
Most groups believe that videos on social networks such as Youtube, Facebook,
Instagram ... have attracted their attention. Besides, the groups all believe that the
36
appearance of famous people like Son Tung MTP, Selena Gomez will make them more
interesting. In addition, there are additional comments that, the sale of discounts or gifts
will make them more interested in the product.
Question 5: Does the mass media influence your buying intent? (Review, KOLs, vloggers,
social media channels….)
Most of the groups were unaffected because they all thought they wanted to see the
product with their own eyes. However, there is still one group having mixed opinions that
they are influenced by the mass media, especially the review of KOLs and vloggers.
Question 6: How does branding affect your buying intentions for Sneakers? Do you think
the quality of Sneakers depends on the brand?
As for brand influence, about 30% of the group think that this impact is not much.
The rest believe that the brand will have a huge impact on them. Regarding the relationship
between the brand and product quality, all think that the more reputable the brand, the better
the product quality.
Question 7: Is your buying intent on Sneakers influenced by the value your brand brings
to your image?
All believe that this influence is almost zero and that they wear due to their interest,
not for the brand.
Question 8: Do your relatives, friends think you should buy Sneakers? Do your loved
ones use sneaker?
All groups said that family members and friends encourage them to buy because
friends and family all have already bought and felt the fashion of Sneakers.
Question 9: Are you interested in fashion when buying Sneakers? Does the trend of
Sneakers affect the intention to buy Sneakers?
37
The groups all agreed with the fashion of Sneakers. And so, they often buy Sneakers
to become more trendy.
Question 10: Do you buy Sneakers that help build an image of yourself to those around
you? Do you get information from your friends?
Groups 1 and 3 believe that Sneakers will help to build an image of themselves,
while the other groups all think that they only buy for their interest and trend. All groups
consult with friends before deciding to buy Sneakers, except for group 2 who just wanted
to find out for themselves.
3.3. Quantitative Research
3.3.1. Sampling Process
3.3.1.1. Crowd Identification
Young people from 18 to 25, who have been using Sneakers, lives in Ho Chi Minh
City. This is the age group of students and fresh-workers, who have a high need to wear
fashionably and to express their own styles. Therefore, Sneakers are indispensable parts of
their daily stuffs.
3.3.1.2. Sample Identification
- There are 1.494.058 young people living in Ho Chi Minh City over nearly 9 million
Ho Chi Minh City residents (Population statistics 2019).
- Number of students: around 700.000 individuals.
- Number of Fresh-workers: around 115.000 individuals.
3.3.1.3. Sample Size Identification
Based on the number of question of 35, there are 35×10=350 respondents are needed
=> n=350.
38
3.3.1.4 Sampling Method
There are many sampling methods, they are divided into two main groups, including:
probabilistic sampling methods, often called random sampling, which are commonly used
for formal research and other Non-probabilistic sampling method, also known as non-
probability or non-random.
However, the probabilistic sampling method cannot be applied in this study because
of the lack of secondary data (due to the large number of sample frames and lack of a
specific list of subjects).
In this study, all three methods will be used: judment sampling (non-probability),
normative sampling (non-probability) and snowball sampling (non-probability).
According to the method of judgment sampling, interviewers will make a judgment

about the object to be selected in the sample. Also according to the results of qualitative
research conducted before, the subjects to choose here are students and employees. In
particular, these subjects regularly use Sneaker in daily life, eligible to conduct surveys.
According to the normative method, the researcher will rely on a number of control
attributes to define a number of elements so that they ensure the proportion of the
population and the control characteristics, can use one or more control properties. control
such as age, sex, income….
For the snowball method, here, the researcher will select the focal respondents by
their own relationships and experiences. These respondents will respond to the survey based
on the survey provided. Then, the focal respondents, continuing with their relationships and
experiences, will seek out the next responders to ask for answers. In addition, to ensure the
representativeness of the survey object, the key respondents and the successive respondents
must strictly adhere to the criteria.
39
3.3.1.5. Sampling Selection Approach
To ensure that the desired number of samples n = 350 people presented above is
achieved, the group's sample approach is indirect over the Internet (the official
questionnaire was designed via Google form). Based on the selection of judgment samples
(non-probability) to choose the suitable people for the requirements of the target audience
to survey in two specific ways as follows:
The first way: Send the survey link via Facebook Messenger. Here, the team will
use the non-probability sampling technique - snowball. Specifically, initially, the researcher
will select focal respondents. They are selected at random based on the class list or
researcher relationship. After completing the online questionnaire survey, these focal
respondents will continue to select the next responders based on their relationship.
The second way: send survey links to Facebook groups for three types of research
subjects. Specifically, the researcher will collect group data, participate in and post calling
for participation in the survey with small gifts such as learning materials, ...
3.3.2. Quantitative questionnaire
Table 3.1. Questionnaire adapted from international studies
No. Variables Original Adapt Source
1. Price - Dry flower is not expensive– - Sneakers are not expensive. Siddique,
expensive. M.A.M.(20
- Sneakers are good value for
12)
- Buying dry flower is good money.
value for money
- I choose to buy sneakers
because it is economical.
40
- I choose to buy dry flower - Buying sneakers is suitable

because it is economical. for my budget.
- Buying dry flower is suitable

for my budget.
2 Brand - I am familiar with American - I'm familiar with the Sneaker Na Young
awareness Apparel. brands. Jung và
YooKyoun
- American Apparel is a well- - The brand of Sneaker I am
g Seock
known apparel brand for me. using is a famous brand.
(2016)
- I can recognize American - I can recognize my using
Apparel among other apparel Sneaker brand among other
brands. brands
(1 = not recognizable at all; 7 =

very recognizable)
3 Perceived - This product has consistent - Sneakers have consistent Michael

quality quality. quality. (2014)
- This product is well made. - Sneaker is well made with

material.
- This product has an acceptable
standard of quality. - Sneakers have good standard
of quality.
- This product has poor
workmanship. - I can recognize the quality of
Sneakers made badly.
41
- This product has an innovative - Sneaker has an innovative

design. design.
4 Beliefs - The Internet is a valuable - The Internet is a valuable Shaojing

Toward source of information. source of Sneaker information. Sun (2010)
Online materialistic .
- Advertising persuades people
Advertising
- Online advertising persuades to buy Sneaker .
people to buy things they should
- Online advertising is
not buy.
entertaining and enjoyable.
entertaining and enjoyable. 4.
trustworthy and believable.
Online advertising is trustworthy
and believable - Online advertising is
essential.
- Online advertising is essential.
5 Fashion - I am aware of fashion trends - I am aware of Sneaker trends Simmers,

Leadership and want to be one of the first to and want to be one of the first C. S.,
try them. to try them Parker, R.
S.,
- I am the first to try a new - I am confident in my ability
Schaefer,
fashion; therefore, many people to recognize Sneaker trends.
42
regard me as being a fashion - Sneakers are one of the most A.D(2014).

leader. important ways I have of
expressing my individuality.
- I am confident in my ability to
recognize fashion trends.
6 Subjective - People who are important to me - People who are important to Sreen N.,
Norms think that I should buy green me think that I should buy Purbey S.,
products sneakers. Sadarangan
i, P.(2020).
- My interaction with people - My interaction with people
influences me to buy green influences me to buy sneakers.
products.
- My acquaintances would
- My acquaintances would approve of my decision to buy
approve of my decision to buy sneakers.
green products
7 Attitude - When I eat dry fish, I feel - When I use Sneaker, I feel Siddique,
unpleasant/pleasant. pleasant . M.A. M.
(2012).
- When I eat dry fish, I feel - I like using Sneaker.
dull/exciting.
- When I use Sneaker. I feel
- When I eat dry fish, I feel convenient
positive.
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8 Purchase - I would like more information - I would like more information Jones, V.
Intention about this product. about Sneaker. (2010).
- I would consider purchasing - I would consider purchasing

this product. Sneaker.
- I would buy this product if I had - I would buy Sneaker if I had

the money. the money.
44
CHAPTER 4: QUANTITATIVE RESEARCH RESULT
4.1. Sample description
4.1.1. Survey sampling statistics
Our group has conducted an online survey on 350 people, all of whom meet our
requirements for survey. After collecting and classifying data, our group has coded and
used those information as an input for further analysis with an assistance of SPSS software.
The statistics result is shown in the following Table 4.1:
Table 4.1. Descriptive statistics results
Sample Information Frequency Rate (%)
Gender Male 180 51.1%
Female 170 48.9%
Age Group 18-22 293 83.8%
23-25 57 16.2%
Geographic Ho Chi Minh City 350 100%
Other locations 0 0%
Occupation Students 306 87.5%
Workers 44 12.5%
45
Income Below 3 million 141 40.3%

dong
From 3 to 5 million 129 36.9%

dong
From 5 to 8 million 53 15.1%

dong
Over 8 million dong 27 7.7%
Source: Our survey analysis result.
4.1.2. Characteristics of the Sample
- About gender: There are 180 male repondents and 170 female repondents, which
account for 51.1% and 48.9% respectively.When compared to our quota sampling (53%
male and 47% femle), these proportion seems rather acceptable.
- For age group: It can be seen that all of the respondents are from 18 years old to
25 years old, 83.8% of which are in the age of from 18 to 22 and the rest of them are from
22 to 25. Young people in the former group are mainly university students, who adores
taking Sneakers on whenever they go out to school, hang out with friends or play sports.
This also leads to a great demand of buying Sneakers.
- About geography, 100% of respondents are studying and living in HCMC.
- For occupation, the percentages of students and workers are 87.5% and 12.5%,
respectively.
- About income, current income (including parent’s support and salary/wage) is

varied. 40.3% of respodents have an income below 3 million dong. 36.9% of them are in
46
the group of 3 to 5 million dong. The proportion of people in the 5 to 8 million dong group
is 15.1% while just 7.7% respondents are able to earn more than 8 million dong.
4.2. Data Analysis from the questions
4.2.1. Figures description
Table 4.2: Descriptive Statistics Result
N Minimum Maximum Mean Std.

Deviation
GC1 350 1 7 4.46 1.352
GC2 350 1 7 5.47 1.186
GC3 350 1 7 3.96 1.595
GC4 350 1 7 4.91 1.465
Valid N
350
(listwise)
CLCN1 350 1 7 4.04 1.427
CLCN2 350 1 7 4.93 1.250
CLCN3 350 1 7 5.45 1.313
CLCN4 350 1 7 5.27 1.343

47
CLCN5 350 1 7 4.44 1.463
Valid N
350
(listwise)
NTTH1 350 1 7 5.20 1.489
NTTH2 350 1 7 5.37 1.637
NTTH3 350 1 7 5.59 1.480
Valid N
350
(listwise)
NTQC1 350 1 7 6.14 1.048
NTQC2 350 1 7 4.93 1.311
NTQC3 350 1 7 5.07 1.331
NTQC4 350 1 7 4.84 1.338
NTQC5 350 1 7 5.72 1.249
Valid N
350
(listwise)
XHTT1 350 1 7 4.61 1.676

48
XHTT2 350 1 7 4.40 1.551
XHTT3 350 1 7 5.15 1.477
Valid N
350
(listwise)
CMCQ1 350 1 7 4.60 1.425
CMCQ2 350 1 7 4.92 1.535
CMCQ3 350 1 7 5.10 1.380
Valid N
350
(listwise)
TD1 350 1 7 6.09 .944
TD2 350 1 7 6.02 1.026
TD3 350 1 7 5.89 1.096
Valid N
350
(listwise)
YDM1 350 1 7 5.77 1.115
YDM2 350 1 7 5.67 1.176

49
YDM3 350 1 7 5.96 1.225
Valid N
350
(listwise)
Source: Our survey analysis result
Average numbers, or Means, of most variables reach more than 4 out of 7, which
means all of the respondents are neutral, agree or completely agree to the items of
independent variables, such as “ I feel Sneakers are not expensive” (GC1), “I feel Sneakers
are made from good material” (CLCN2), “I am familiar with many Sneakers’ brands”
(NTTH1), “I feel Sneakers ads are entertaining” (NTQC3), “Sneakers are one of the most
important ways to express my individuality” (XHTT3), “My interaction with people
influences me to buy Sneakers” (CMCQ2), “I like wearing Sneakers” (TD2), “I will
consider buying Sneakers” (YDM2)
However, items GC3 “I choose to buy Sneakers because of the money economy”
are not widely accepted.
Standard Deviation of all items are really high, more than 1, therefore, the flutuation
of these variables is quite considerable. This also means that respondent’s viewpoints are
varied and completely different to each other’s. Speaking of item TD1, this item has a
Standard Deviation of 0.944, lower than 1, which states that the evaluations of all
respondents are comparable.
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4.2.2. Reliability and Validity ( Cronbach Alpha)
Table 4.3. Cronbach Alpha Analysis Result
Variance N of Items N of items having Cronbach’s

statistical Alpha
significance
Price (GC) 4 4 0.728
Perceived Quality (CLCN) 5 3 0.855
Brand awareness (NTTH) 3 3 0.802
Belief Toward Online 5 3 0.834

Advertising (NTQC)
Fashion Leadership (XHTT) 3 3 0.824
Subjective norms (CMCQ) 3 3 0.764
Attitudes (TD) 3 3 0.836
Purchase Intention (YDM) 3 3 0.708
Source: Our survey analysis result
According to the proved result of Nunally, 1978; Peterson, 1994; Slater, 1995:
- Cronbach Alpha of all variables are greater than 0.7.

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- The figure of Corrected Item-Total Correlation of all items, including Price,

Perceived Quality, Fashion Leadership, Subjective Norms, Attitude and Purchase Intention,
are over 0.3 and their Cronbach's Alpha if Item Deleted are below their Cronbach Alpha.
This demonstrates that the reliability of all variables are accepted.
- Despite having Cronbach Alpha over 0.7, Perceived Quality variable and Belief
Towards Online Advertising variable have a fact that Cronbach's Alpha if Item Deleted
figure overweights Cronbach Alpha value. Thus, our group decided to eliminate some
items, including CLCN5 “I can recognize when Sneakers are in bad quality”, CLCN1 “I
feel Sneakers have a consistent quality”, NTQC1 “The Internet is a valuable source of
Sneakers’ information”, NTQC5 “I feel Sneakers ads are essential”. After that, the
Perceived Quality variable has 3 items remained, including CLCN2, CLCN3, CLCN4, and
Belief Towards Online Advertising variable has 3 items remained, including NTQC2,
NTQC3 and NTQC4 with the confidence interval of 95%.
4.2.3. Exploratory Factor Analysis (EFA)
4.2.3.1. Independent variables
Table 4.4. EFA Analysis of Independent variables Result
Factor
1 2 3 4 5 6
CLCN
0.974
4
CLCN
0.808
3
52
CLCN
0.654
2
XHTT
0.869
1
XHTT
0.856
2
XHTT
0.603
3
NTQC
0.940
2
NTQC
0.739
4
NTQC
0.685
3
NTTH
0.825
3
NTTH
0.778
2
NTTH
0.611
1
53
GC1 0.729
GC3 0.681
GC4 0.613
GC2 0.497
CMCQ
0.755
3
CMCQ
0.718
2
CMCQ
0.523
1
4.2.3.2. Dependent Variables
Table 4.5. EFA analysis of Dependent variables Result
Factor
1 2
TD1 0.846
TD2 0.822
54
TD3 0.676
YDM2 0.855
YDM3 0.490
YDM1 0.477
Besides, KMO and Bartlett's Test Result and Total Variance Explained Table are
available in appendix 3.
4.2.3.3. EFA Analysis and Conclusion
- All of KMO Kaiser-Meyer-Olkin Measure of Sampling Adequacy figures are over

0.7 and Sig. figures are less than 0.05
- The figures of Cumulative of Extraction Sums of Squared Loadings of all variables

are over 50%. The Total Initial Eigenvalues figures of independent variables are greater
than 1. Whereas, those of Intermediate Variable and Dependent Variable are 0.881 but the
difference is not significant, so these numbers are also accepted.
- The value of Pattern Matrix of independent variables are over 0.5 and put in the
decreasing order. There are 6 columns for 6 variables, this means all items of one variable
are in one same column. Some items, such as GC2, YDM1,YDM3, are just a little less than
0.5 but they are still accepted.
4.2.4. CFA Analysis
CFA Analysis was conducted to test the validity of the framework by many indexes:
NNFI, CFI, IFI, RMSEA. All of those indexes have shown that the recommended
framework is valid.
55
Figure 4.1. CFA Analysis model
Some specificatoions fom the Analysis:
• Chi-square/DF (CMIN/DF) 2.574 < 3, good result.

• GFI (Goodness-of-Fit Index) 0.872 > 0.8, acceptable amount.
• CFI (Comparative Fit Index) 0.901 > 0.9, satisfied the standard.
• TLI (Tucker Lewis Index) 0.879 < 0.9, trivial gap.
• RMSEA (Root Mean Squared Source: Joreskog (1969), Bagozzi (1981),
Brown Error of Approximation) and Cudeck (1993), Hair et al. (2010) ) is between 0.06
and 0.08, acceptable.
56
➔ In general, CFA Analysis proves that the framework is satisfactory.
4.2.5. SEM Analysis
Figure 4.2. SEM Analysis Model
Based on the model, composite reliability (CR) and Average Variance Extracted
(AVE) was calculated with the assistance of Microsoft Excel 2010 to test the Convergent
Validity of the model. CR values of all variables are over 0.7, recommended by Fornell
(1992), and their AVE values are over 0.5, recommended by Fornell et Larcker (1981),
Discriminant validity was evaluated by the method of Fornell et Larcker (1981) to prove
that AVE exceeds that of all variables. These results tremendously assist the Convergent
57
Validity and Discriminant Validity. The suggested validity is 0.7 (Nunnally and Bernstein,
1994). And our analysis result showed that:
• Composite Reliability of all variables in general are above 0.7, only

Subjective Norms variable is at a trivially smaller than the standard.
• Convergent Validity: there are 3 variables, whose AVE values are fewer than
0.5, so the Convergent Validity is not great.
Although trying to improve the model by linking the items, which have high M.I
point, our group are still unable to make it better. This can be explained by objective reasons
from the survey.
The P-values between variables and items are less than 0.05. However, only the
influence of Subjective Norm to Attitude reaches 0.308, greater than 0.05, therefore, this
impact is not supported.
➔ In conclusion, almost all variables are proven to have an interdependence

relationship, while Subjective Norms has no Statistical significance with Attitude. This can
be explained that the Sneakers purchase intention will be made by buyers themselves while
impacts from the surrounding are trivial.
4.3. Result after analyzing data and model
- By having a look at Mean value, we can comprehend that most of the respondents
have neutal, agree and completely agree to all listed items in every variables’ scales. The
Std. Deviation of all variables at the number of more than 1 expresses that respondents’
opinions are varied and around the mean value.
- Cronbach Alpha value can be used to test the density of all variables, to avoid
random errors and to evaluate the reliability of the scale, the accuracy. And in the research,
Cronbach Alpha values are greater than 0.7 and are reliable. Among the items, 4 of which
should be omitted to make our framework more reliable and they are CLCN1, CLCN5,
NTQC1 and NTQC5.
58
- The purpose of EFA Analysis is to shorten data, to test exploratory factor and to
identify Convergent Validity and Discriminant Validity (Hair et al, 1998)
• Eigenvalue stands for a flutuation, which is explained by factors or errors.

The bigger this value is, the more likely a variable is a facto variable. Eigenvalue value of
factor variable has to satisfy that in one factor variable with the value of over 0.5 and the
other variables are less than 0.35 (Igbaria et al, 1995).
• KMO index is used to consider correlations of factor analysis. The index of
more than 0.7 indicates the sampling is adequate.
• Sig. Index are all less than 0.05, which shows the confidence inteval of 95%.
- CFA Analysis shows that all indexes have meet the statistical significance
standards.
- SEM Analysis shows that all indexes have meet the statistical significance
standards. The CR values are high enough to ensure the Convergent Validity. In the
relationship between Subjective Norms and Attitude, this impact is not supported because
its P-value is greater than 0.05 with the reliability at 95%.
4.4. Result and Connotation of the Topic
After having the analysis result, we can draw a conclusion that: Attitude and
Purchase Intention of young people in Ho Chi Minh City toward Brand Sneakers are
tremendously influenced by Pice, Perceived Quality, Brand Awareness, Belief Towards
Online Advertisment and Fashion Leadership. Only Subjective Norm has no impact on the
Intention because it has no statistical significance. This can be clarified that the Sneakers
purchase intention will be made by buyers themselves while impacts from the surrounding
are trivial.
59
CHAPTER 5: CONCLUSION AND IMPLICATIONS
5.1. Discussion
The research “Study about Attitude and Behavioral Intention towards Fashion
Product of Gen-Z People within Ho Chi Minh City - Research on Brand Sneakers” almost
achieved the research goals.
They includes successfully foming up a research framework, testing the scale

variables in Ho Chi Minh City young people. Additionally, our group has tested and
measured all variables in the framework which positively affect the attitude and purchase
intention of Sneakers customers. Particularly, the attitude of young people in Ho Chi Minh
City towards Sneakers is positively influenced by price, perceived quality, brand
recognition, online ads belief and fashion trend. Only subjective norm does not have much
influence on the purchase intention. However, in general, all of the above factors, which
are some of the most incentive to purchase intention, are worth considering by the Sneakers
enterprises.
On top of that, our group would also like to list out some recommendations for the
managerials in this field so as to increase the attractiveness of the market by paying more
attetion to some variables in our framework.
5.2. Significance
Through the above results, the research paper has a wide range of significance and
value in terms of scientific theory and practical application.
- Theoretically, increase the applicability of TPB theory and the TAM model into
reality research, besides exploit and use sources of academic information related to the
topic. Additionally, the research has practical application of research methods on current
urgent topics about the effects of technology change on consumer behavior in the change
of technology. And most important, clarified the factors mentioned in the model and tested
the interaction between the variables.
60
- In terms of reality , research results have brought value to the business. The
research results help interested subjects have a preliminary basis for determining the role
of factors influencing consumer attitudes and behaviors in using Sneakers. Therefore,
business owners can deeper study about factors that influence the intention of buying
sneakers to develop better business strategies. (Specific recommendations are in section
5.3).
5.3. Suggestions
5.3.1. Pricing reasonably can boost the demand among the juvenile
Sneakers are widely used by the young people, especially students, due to the
convenience, comfort and affordability of this footwear. And the more popular the Sneakers
are, the lower the price will be in order for a company to achieve more market share. It can
be seen from this research that more than 80% of the respondents believe that Sneakers are
economical.
Because of this, many Sneakers-makers and Sneakers outlets, which have targeted
adolescents as their main customers, should consider setting a good price in accordance
with manufacture cost and customer’s willing to pay with a desire to tạo lợi thế cạnh tranh,
obtain the highest profit and please the requirements from the customers.
5.3.2. Building up an impessive Sneakers brand to enhace the brand recognition
Whenever mentioning Sneakers, people will mostly recall Nike, Adidas, Vans,
Puma, Balenciaga, Converse,… It is because their products have an attractive appearance,
high quality, various models and strong brand recognition. Indeed, brand recognition can
create a positive attitude among people. As a result, they will reminisce about these brands
whenever they are in need of a new pair of Sneakers. In fact, the adolescence highly
evaluate the brand due to the fact that a product with a popular trend can help to enhance
their images.
61
Sneakers-related businesses which target the juvenile should develop an impressive

brand image with a purpose of making a deep impression among the young people. In fact,
this is obvious within these enterpises in Ho Chi Minh City because roughly 87% young
people here make a purchase decision based on the popularity of the brand.
5.3.3. Developing online commercials towards young people and Improving their belief
of virtual advertisements
Appealing advertisements can motivate the juvenile to experience the product,

especially when there is endorsement from their idols. Indeed, commercials are one of the
most effective ways in marketing strategy and also one of the most vital tools to make up
cognition in young people, which can encourage the intention to make a purchase.
The result shows that most of the respondents agree that online commercials are
appealing, persuasive and essential with its trustworthy information. However, there are
also some respondents who are against the online advertisements. They claimed that the
product, in reality, does not hold as much value as it is in ads. That is why enterprises should
use real images along with trend and symbol of the youth. This action will be useful in
attracting more people, improving belief and receiving positive comments from customers
through online advertisement. Thanks to the development of information technology, we
can access many virtual sources of information without any difficulty. In fact, these days,
going online has become a habit of each of us, including young people. Hence, developing
authentic online ads is truly an necessary strategy to approach this segment of customers.
5.3.4. Discovering and Catching up with new Sneakers trend
The more our society develop, the higher people demand and this requires an endless
innovation, especially the fashion industry including Sneakers. Sneakers’ design are always
being modified to keep up with the trend and to meet the increasing demand of the
customers. Sneakers enterprised also seek for talented employees who can be creative and
sentitive to fashion trend.
62
Noticing the operation of R&D department is necessary because this action can
make up a new, grand and distinctive style of Sneakers. In fact, this can motivate many
young people to become a Sneakers leadership, which also means a surge in the demand of
this footwear.
5.3.5. Improving Sneakers quality and perceived quality
Perceived Quality considerably affects Attitude of young people via not only the
Sneakers’ appearance but also its quality. The pleasure which can be felt when an individual
try on the Sneakers can increase customers’ sympathy and infatuation. And this is also a
strong motivation for them to decide to buy Sneakers.
When comprehending this factor, enterprises should well invest on material,

models, styles,… to cater for the taste of customers. Additionally, the customer relation
department should take customes’ responses into account with the aim to improve product’s
quality and customers’ loyalty.
5.3.6. Making a good product impression in each individual
According to the result of this reseach, impacts of opnion and recommendation from
relatives and friends on Sneakers purchase intention are not substantial. Indeed, this
tendency is mainly from the subjective feelings and not from the surrounding people.
Therefore, corpoates should allocate resources to product’s quality, brand,

marketing stategy, advertisement,… to catch the attention of the adolescence. With a good
quality, Sneakers can be noticed due to the similarity with user’s vibes and experiences,
which boosts the demand within young people.
5.4. Limitation and Further Research
However, researches about Sneakers-purchase intention are still limited, which

means our reseach are still new and imperfect. Therefore, there are still many mistakes in
this dissertation. Some of them can be:
63
Firstly, this research was conducted during the Corona pandemic, so all the survey
could only be done virtually while face-to-face survey could not take place. As a
consequence, our group are unable to deeply analyze the behavior of customers toward
brand Sneakers. Besides, some respondents are indifferent while joining the survey. And
we all want to make an improvement by direct survey in the future reseach.
Secondly, due to the limitation of budget and time, this reseach could only be carried
out in Ho Chi Minh City. Thus, this result can just be exact in the Ho Chi Minh City market
whereas it cannot be adopted in other provinces or cities. In the upcoming period, we are
very pleased to conduct this research again in many other big cities all over Vietnam such
as Ha Noi, Da Nang, Can Tho,…
Thirdly, our target audience are only 18-to-25-year-old people, which does not cover
other age groups. In fact, we are striving to reach other repondents from various age groups
to give out a more objective and accuate result for Sneakers market.
Finally, research target is brand Sneakers in general. Hence, speaking of each

particular brand, this reseach result may not be completely exact. We hope that further
researches can study intensively in a specific trademark in order to provide people with a
more solid reference.
64
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66
APPENDIX
APPENDIX 1: QUALITATIVE QUESTIONS
1. In-depth interview
Question 1: In your opinion, what factors influence the intention to buy Sneakers?
And how do they affect? Which factor is the most important?
Question 2: In your opinion, why do social media, opinions of people around you
affect the intention to buy Sneakers?
Question 3: In your opinion, how do Marketing campaigns and fashion trends affect
consumers' intention to buy Sneakers?
Question 4: The sneakers that are getting hot these days are because of the brand?
Are quality and intended use still the deciding factor for buying intent?
Question 5: Is Sneakers buying intent influenced by the following factors: Subjective
Standards, Mass Communication, Product Marketing Strategy, Branding, Fashion Interest
and Reference Group? And what is the order of their influence according to you?
Question 6: From your viewpoint, why do customers actively learn the above factors
before buying Sneakers?
2. Focus group interview:
Question 1: Do you use Sneakers? Do you intend to buy Sneakers? Is there an

initiative to learn about Sneakers?
Question 2: What factors may affect your buying intentions for Sneakers? In what
order are you prioritizing the influence of these factors? (For example: Friends and
relatives, Personal experiences, Occasions, seasons, Promotions, Brand names, Quality
designs, Trends ...)
Question 3: How do you reach Sneakers information?

67
Question 4: How does the Marketing strategy of Sneakers brands affect your buying
intent? (Like viral videos, sales, advertisements, influencers, bundled gifts, vouchers ...)
Question 5: Does the mass media influence your buying intent? (Review, KOLs,
vloggers, social media channels….)
Question 6: How does branding affect your buying intentions for Sneakers? Do you
think the quality of Sneakers depends on the brand?
Question 7: Is your buying intent on Sneakers influenced by the value your brand
brings to your image?
Question 8: Do your relatives, friends think you should buy Sneakers? Do your loved
ones use sneaker?
Question 9: Are you interested in fashion when buying Sneakers? Does the trend of
Sneakers affect the intention to buy Sneakers?
Question 10: Do you buy Sneakers that help build an image of yourself to those
around you?
68
APPENDIX 2: RESPONDENTS LIST IN QUALITATIVE SURVEY
1. List of interview:
No Name Age Literacy Interview Date

Method
1 Nguyen Thi Ngoc My 20 Bachelor In-person 09/11/2020

meeting
2 Vo Thi Nhu Lai 20 Bachelor In-person 09/11/2020

meeting
3 Nguyen Trong Sang 20 Bachelor Video call 09/11/2020
4 Pham Van Ty 20 Bachelor In-person 09/11/2020

meeting
5 Le Thi Hoai Thom 20 Bachelor In-person 09/11/2020

meeting
6 Le Thi Kim Ngan 20 Bachelor In-person 09/11/2020

meeting
7 Vi Vo Phuong Trinh 20 Bachelor Video call 09/11/2020
8 Do Chau Thu Man 20 Bachelor In-person 09/11/2020

meeting
69
9 Dang Hong Loan 20 Bachelor In-person 09/11/2020

meeting
2. List of Seller:
No Name Age Literacy Purchase Interview Date

Frequency Method
1 Nguyen Viet 20 Bachelor 2-3 In-person 10/11/ 2020

Anh Tuan pairs/year meeting
2 Le Ngoc My 20 Bachelor 1-2 In-person 10/11/ 2020

pairs/year meeting
3. List of Professor:
Name Gender Age Literacy Interview Date

Method
Le Thi Hue Linh Female 34 Lecturer of Video call 10/11/2020

School of
International
Business -
Marketing,
UEH
70
APPENDIX 3: QUANTITATIVE QUESTIONNAIRE
Variable Question
Filter Questions 1. Have you ever used Sneakers? (Yes)
2. Your age group? (18-25)
3. Living and working place. (HCMC)
Price 1. I find Sneakers not expensive.
2. I feel my Sneakers worth its price.
3. I choose to buy Sneakers because of the money economy.
4. Buying Sneakers is suitable for my budget.
Brand Awareness 5. I am familiar with many Sneakers’ brands.
6. The brand of Sneakers I am using is famous
7. I can realize products which have the same brand with my using
Sneakers
Perceived Quality 8. I feel Sneakers have a consistent quality.
9. I feel Sneakers are made from good material.

71
10. I feel Sneakers are innovatively designed.
11. I feel Sneakers have a decent quality standard.
12. I can recognize when Sneakers are in bad quality.
Online Advertisement 13. The Internet is a valuable source of Sneakers’ information.
14. I feel Sneakers ads are convincing.
15. I feel Sneakers ads are entertaining.
16. I feel Sneakers ads are reliable.
17. I feel Sneakers ads are essential.
Fashion Leadership 18. I can recognise the trend in Sneakers and desire to be a pioneer.
19. I am confident in my ability to realize the trend in Sneakers.
20. Sneakers are one of the most important ways to express my

individuality.
Subjective Norms 21. People who are important to me think that I should buy Sneakers.
22. My interaction with people influences me to buy Sneakers.

72
23. My acquaintances will approve my decision to purchase Sneaker
Attitude 24. I feel wearing Sneakers is comfortable.
25. I like wearing Sneakers.
26. I feel wearing Sneakers is convenient.
Purchase Intention 27. I want to know more information about Sneakers.
28. I will consider buying Sneakers.
29. I am going to buy Sneakers if I have more money.
Descriptive Questions 30. Gender
31. Income
32. Career
73
APPENDIX 4: SPSS, AMOS AND PROCESS ANALYSIS DATASHEETS
1. Cronbach Alpha
• Price (GC)
Item-Total Statistics
Scale Scale Corrected Cronbach'

Mean if Variance if Item-Total s Alpha if
Item Item Correlatio Item
Deleted Deleted n Deleted
GC1 14.34 10.641 .566 .640
GC2 13.34 12.213 .464 .699
GC3 14.84 9.528 .547 .653
GC4 13.89 10.469 .511 .672
• Perceived Quality (CLCN)
Scale Mean Scale Corrected Cronbach's

if Item Variance if Item-Total Alpha if Item
Deleted Item Deleted Correlation Deleted
CLCN
10.72 6.169 .662 .856
2
CLCN
10.20 5.590 .729 .796
3
74
CLCN
10.38 5.172 .797 .729
4
• Brand Awareness (NTTH)

if Item Variance if Item-Total Alpha if
Deleted Item Correlation Item
Deleted Deleted
NTTH
10.96 7.907 .609 .768
1
NTTH
10.79 6.964 .646 .733
2
NTTH
10.57 7.442 .692 .684
3
75
• Belief Toward Online Advertising (NTQC)

Deleted Deleted
NTQC
9.91 5.547 .750 .716
2
NTQC
9.77 5.891 .656 .809
3
NTQC
9.99 5.738 .682 .784
4
76
• Fashion Leadership (XHTT)

if Item Variance if Item-Total Alpha if Item
Deleted Item Deleted Correlation Deleted
XHTT1 9.55 7.182 .715 .723
XHTT2 9.76 7.761 .722 .714
XHTT3 9.01 8.863 .610 .823
• Subject Norm (CMCQ)

Deleted Deleted
CMCQ
10.02 6.430 .605 .675
1
CMCQ
9.69 5.934 .607 .674
2
CMCQ
9.52 6.757 .581 .702
3
77
• Attitude (TD)

Deleted Deleted
TD1 11.91 3.662 .707 .768
TD2 11.98 3.356 .718 .752
TD3 12.11 3.241 .676 .799
• Purchase Intention (YDM)
Scale Scale Corrected Cronbach's

Mean if Variance if Item-Total Alpha if
Item Item Correlation Item
Deleted Deleted Deleted
YDM1 11.63 4.216 .516 .632
YDM2 11.73 3.854 .559 .577
YDM3 11.44 3.877 .507 .645

78
❖ EFA Analyze
• Independent Variables
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling

.847
Adequacy.
2926.38
Approx. Chi-Square
3
Bartlett's Test of
Sphericity df 171
Sig. .000
Total Variance Explained
Factor Initial Eigenvalues Extraction Sums of Squared Loadings Rotation

Sums of
Squared
Loadingsa
Total % of Cumulative Total % of Cumulative Total

Variance % Variance %
1 6.188 32.569 32.569 5.776 30.398 30.398 2.745
2 2.081 10.955 43.524 1.783 9.384 39.783 3.867
3 1.633 8.594 52.118 1.270 6.685 46.467 3.488
4 1.340 7.052 59.170 .961 5.059 51.526 3.567
5 1.178 6.201 65.371 .729 3.838 55.364 4.055

79
6 1.145 6.025 71.397 .690 3.631 58.995 3.394
7 .690 3.634 75.031
8 .635 3.342 78.373
9 .562 2.959 81.332
10 .509 2.677 84.009
11 .456 2.399 86.408
12 .424 2.230 88.638
13 .398 2.096 90.734
14 .372 1.960 92.694
15 .358 1.883 94.577
16 .307 1.618 96.195
17 .291 1.530 97.725
18 .241 1.267 98.992
19 .192 1.008 100.000

80
• Mediator and Dependent Variable
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling

.835
Adequacy.
Approx. Chi-Square 774.111

Bartlett's Test of
df 15
Sphericity
Sig. .000
Total Variance Explained
Factor Initial Eigenvalues Extraction Sums of Squared Loadings Rotation

Sums of
Squared
Loadingsa
Total % of Cumulative Total % of Cumulative Total

Variance % Variance %
1 3.304 55.061 55.061 2.878 47.966 47.966 2.646
2 .881 14.680 69.741 .470 7.839 55.805 2.222
3 .614 10.233 79.973
4 .513 8.545 88.519
5 .366 6.101 94.620
6 .323 5.380 100.000

81
❖ CFA
• CMIN
Model NPAR CMIN DF P CMIN/DF
Default model 78 635.780 247 .000 2.574
Saturated model 325 .000 0
Independence model 25 4209.369 300 .000 14.031
• RMR, GFI
Model RMR GFI AGFI PGFI
Default model .109 .872 .831 .662
Saturated model .000 1.000
Independence model .531 .322 .265 .297
• Baseline Comparisons
NFI RFI IFI TLI

Model CFI
Delta1 rho1 Delta2 rho2
Default model .849 .817 .902 .879 .901
Saturated model 1.000 1.000 1.000
Independence model .000 .000 .000 .000 .000
• RMSEA
82
Model RMSEA LO 90 HI 90 PCLOSE
Default model .067 .061 .073 .000
Independence model .193 .188 .198 .000
❖ SEM
Model Validity Measures
MS Max CLC NTT

CR AVE XHTT NTQC GC CMCQ
V R(H) N H
0.78
CLCN 0.516 0.120 0.886 0.718
5
0.74 0.187*
XHTT 0.499 0.425 0.850 0.685
5 *
0.70 0.210* 0.392**

NTQC 0.501 0.333 0.849 0.694
4 ** *
0.73 0.322* 0.536** 0.392**

NTTH 0.502 0.302 0.809 0.666
3 ** * *
0.70 0.346* 0.533** 0.577** 0.549**

GC 0.491 0.343 0.742 0.582
2 ** * * *
83
0.67 0.208* 0.652** 0.475** 0.530** 0.586

CMCQ 0.389 0.425 0.783 0.624
2 * * * * ***
Regression Weights: (Group number 1 - Default model)
Estimate S.E. C.R. P Label

TD <--- CLCN .154 .037 4.127 *** par_33
TD <--- XHTT .114 .050 2.268 .023 par_34
TD <--- NTQC -.123 .051 -2.419 .016 par_35
TD <--- NTTH .126 .051 2.499 .012 par_36
TD <--- GC .175 .085 2.073 .038 par_37
TD <--- CMCQ .083 .081 1.018 .308 par_38
YDM <--- TD .782 .080 9.795 *** par_39
CLCN4 <--- CLCN 1.000
CLCN3 <--- CLCN .882 .051 17.364 *** par_1
CLCN2 <--- CLCN .744 .049 15.096 *** par_2
XHTT1 <--- XHTT 1.000
XHTT2 <--- XHTT 1.000 .063 15.945 *** par_3
XHTT3 <--- XHTT .780 .061 12.831 *** par_4
NTQC2 <--- NTQC 1.000
NTQC4 <--- NTQC .940 .062 15.155 *** par_5
NTQC3 <--- NTQC .878 .061 14.444 *** par_6
NTTH3 <--- NTTH 1.000
NTTH2 <--- NTTH 1.028 .077 13.318 *** par_7
NTTH1 <--- NTTH .951 .078 12.201 *** par_8
GC1 <--- GC 1.000
84
Estimate S.E. C.R. P Label

GC3 <--- GC 1.164 .114 10.210 *** par_9
GC4 <--- GC .940 .104 9.050 *** par_10
GC2 <--- GC .764 .085 8.969 *** par_11
CMCQ3 <--- CMCQ 1.000
CMCQ2 <--- CMCQ 1.168 .112 10.414 *** par_12
CMCQ1 <--- CMCQ 1.301 .123 10.540 *** par_13
TD1 <--- TD 1.000
TD2 <--- TD 1.090 .070 15.669 *** par_29
TD3 <--- TD 1.089 .075 14.429 *** par_30
YDM1 <--- YDM 1.000
YDM2 <--- YDM 1.014 .103 9.804 *** par_31
YDM3 <--- YDM 1.021 .111 9.229 *** par_32

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TIẾNG ANH - NHÀ NGHIÊN CỨU TRẺ

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1

BỘ GIÁO DỤC VÀ ĐÀO TẠO

BÁO CÁO TỔNG KẾT

< STUDY ABOUT ATTITUDE AND BEHAVIORAL INTENTION

TP. Hồ Chí Minh, tháng 02/2021

We did build up a research framework based on Theory of Reasoned Action (TRA),

As a result, most of the variables in our research have been proved as

TABLE OF CONTENTS ..................................................................................................... 3

LIST OF TABLES ............................................................................................................... 7

LIST OF FIGURE ................................................................................................................ 8

LIST OF ABBREVIATIONS .............................................................................................. 9

1.1. Necessity of the research .......................................................................................... 10

1.2. Objectives ................................................................................................................. 12

1.3. Research Subject and Scope of the research ............................................................ 12

1.4. Research Methodology ............................................................................................ 13

1.5. Research Structure ................................................................................................... 14

1.6. Research Applications .............................................................................................. 14

CHAPTER 2: THEORETICAL FRAMEWORK AND RESEARCH MODEL ....... 16

2.1. Concepts ................................................................................................................ 16

2.2. Literature Review .................................................................................................. 16

2.2.1. Theory ............................................................................................................ 16

2.2.2. Variables Definition ....................................................................................... 19

2.3. Related research .................................................................................................... 21

2.3.2. Maximizing Revenue Selling Retro Sneakers on eBay: A Data-Driven

2.3.4. Conclusion of Previous Study ........................................................................... 26

2.4. Conceptual framework and research hypotheses .................................................. 26

CHAPTER 3: RESEARCH DESIGN............................................................................. 31

3.1. Research Process Design ......................................................................................... 31

3.2. Qualitative Research ................................................................................................ 32

3.2.1. In-depth Interview ............................................................................................. 32

3.2.2. Focus Group Interview ...................................................................................... 34

3.3. Quantitative Research .............................................................................................. 37

3.3.1. Sampling Process ............................................................................................... 37

3.3.1.1. Crowd Identification ................................................................................. 37

3.3.1.2. Sample Identification ................................................................................ 37

3.3.1.3. Sample Size Identification ........................................................................ 37

3.3.1.4 Sampling Method ....................................................................................... 38

3.3.1.5. Sampling Selection Approach................................................................... 39

3.3.2. Quantitative questionnaire ................................................................................. 39

CHAPTER 4: QUANTITATIVE RESEARCH RESULT............................................ 44

4.1. Sample description ................................................................................................... 44

4.1.1. Survey sampling statistics................................................................................. 44

4.1.2. Characteristics of the Sample ............................................................................ 45

4.2. Data Analysis from the questions ............................................................................ 46

4.2.1. Figures description............................................................................................. 46

4.2.2. Reliability and Validity ( Cronbach Alpha) ..................................................... 50

4.2.3. Exploratory Factor Analysis (EFA) ................................................................... 51

4.2.3.1. Independent variables ............................................................................... 51

4.2.3.2. Dependent Variables ................................................................................. 53

4.2.3.3. EFA Analysis and Conclusion .................................................................. 54

4.2.4. CFA Analysis ..................................................................................................... 54

4.2.5. SEM Analysis .................................................................................................... 56

4.3. Result after analyzing data and model ..................................................................... 57

4.4. Result and Connotation of the Topic ....................................................................... 58

CHAPTER 5: CONCLUSION AND IMPLICATIONS .................................................... 59

5.1. Discussion ................................................................................................................ 59

5.2. Significance .............................................................................................................. 59

5.3. Suggestions .............................................................................................................. 60

5.3.4. Discovering and Catching up with new Sneakers trend .................................... 61

5.3.5. Improving Sneakers quality and perceived quality ........................................... 62

5.3.6. Making a good product impression in each individual...................................... 62

5.4. Limitation and Further Research.............................................................................. 62