The effect of perceived credibility and perceived corporate social responsibility of consumer to purchase intention: a study of fashion industry in Vietnam
Keywords
Nhận thức độ tin cậy, Trách nhiệm xã hội doanh nghiệp, Lý thuyết hành vi dự định, Ý định mua hàng, Thời trang, Perceived credibility, corporate social responsibility, theory of planned behavior, purchase intention, fashion
Abstract
The study aimed to determine the effect of Perceived credibility and Perception of corporate social responsibility (CSR) of consumer on purchase intention through intermediaries, which is a model of the Theory of intended behavior TPB for the fashion industry. The study uses quantitative methods by SPSS and AMOS software, with data collected from 424 people in Vietnam. The results show that Perceived Credibility and Perceived CSR have a positive impact on the intermediate variables TPB, leading to an impact on Purchase Intention, while Perceived Credibility does not affect Subjective Norms. Management implications are proposed based on research results, to improve the effectiveness of CSR and business implementation of enterprises.
Downloads
Download data is not yet available.
