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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 identifies trust and influencer endorsement as key factors affecting purchase intention in Vietnam's e-commerce market.

Key Points

  • Trust emerged as the strongest predictor for online apparel purchase intention among university students in Vietnam.
  • A survey of 142 students revealed that influencer endorsement and fashion involvement significantly influence purchase behavior.
  • Multiple regression analysis was utilized to assess various determinants affecting online apparel purchases in this context.
  • Findings suggest the need for online retailers to focus on building trust and collaborating with influencers to enhance customer engagement.

Cite This Study

Phuong et al. (2025) studied this question.

synapsesocial.com/papers/68efbd16d61273c8652d7f2chttps://doi.org/10.55220/2576-6759.595
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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