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October 15, 2025Asian Business Research JournalOpen Access

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

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Authors

LPLe Nguyen Hong PhuongVietnam National University, HanoiLCLy Thu CucHanoi University of Industry

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Implication

Quantitative analysis reveals trust, influencer endorsement, and fashion involvement drive e-commerce purchases, indicating strategic engagement is essential.

Key Points

  • Trust significantly predicts online apparel purchase intention among university students in Vietnam.
  • Quantitative survey of 142 students indicates influencer endorsement also plays a vital role.
  • Traditional factors like subjective norm and perceived usefulness show no significant impact.
  • Findings highlight the need for online retailers to focus on building trust and strategic influencer partnerships.

Cite This Study

Phuong et al. (2025) studied this question.

synapsesocial.com/papers/68efbd16d61273c8652d7f2ahttps://doi.org/10.55220/2576-6759.597
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Determinants of Online Apparel Purchase Intention in an Emerging Economy: An Empirical Study of University Students in Vietnam2025
  2. 2Online Impulse Buying Behavior Among University Students: An Empirical Study at East Asia University of Technology2025
  3. 3Understanding social commerce adoption in Vietnam: A synergy of social, technological, and behavioral drivers2026
  4. 4The influence of influencer marketing and country of origin on purchase intention of technology products on e-commerce platforms2024
  5. 5Substance over superficiality: how influencer credibility attributes drive social commerce purchase intentions of vietnamese youth2026 · 1 citations