베트남 MZ세대의 다차원적 소비가치에 대한 연구 -소비가치 요인과 인구통계학적 특성 및 글로벌 소비성향의 관련성을 중심으로-

Translated title of the contribution: A Study on the Multidimensional Consumption Value of Vietnamese MZ Generation -Focusing on the Relationship between Consumption Value Factors, Demographic Characteristics, and Global Consumption Propensity-

Ho Jung Choo, Ju Yeun Jang, Eunsoo Baek, Ha Kyung Lee, Habin Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

1 Citation (Scopus)

Abstract

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. ‘Self-expression value’ and ‘autonomyoriented value’, reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of ‘novelty’ was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated.

Translated title of the contributionA Study on the Multidimensional Consumption Value of Vietnamese MZ Generation -Focusing on the Relationship between Consumption Value Factors, Demographic Characteristics, and Global Consumption Propensity-
Original languageKorean
Pages (from-to)848-867
Number of pages20
JournalJournal of the Korean Society of Clothing and Textiles
Volume46
Issue number5
DOIs
Publication statusPublished - 2022

Keywords

  • Consumption value
  • Cultural characteristics
  • Global consumption
  • Mz generation
  • Vietnamese consumer

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Materials Science (miscellaneous)
  • Arts and Humanities (miscellaneous)
  • Social Sciences (miscellaneous)
  • Polymers and Plastics
  • Industrial and Manufacturing Engineering

Fingerprint

Dive into the research topics of 'A Study on the Multidimensional Consumption Value of Vietnamese MZ Generation -Focusing on the Relationship between Consumption Value Factors, Demographic Characteristics, and Global Consumption Propensity-'. Together they form a unique fingerprint.

Cite this