| Summary: | 碩士 === 樹德科技大學 === 金融與風險管理系碩士班 === 99 === With the rapid growth of house construction, sanitary industry are trying to attract and win customers through new series of products, thanks to the WTO membership, are integrating more and more to the global market, and can not stay out of this trend. Indeed, many sanitary factories were built in Vietnam for better serving their customers and attract the new one. Luxury product is still a new concept to majority of people in Vietnam where people just buy it for basis needs. This study focuses on what factors effecting customer’s willing to buy toilet appliances. A research framework which based on the DeLone and McLean Information System Success (D&M IS) model for evaluating product characteristic, degree of involvement, brand image and perceived value was developed to identify the factors can affect the customer intention to buy. A diverse sample from people who used to buy and will buy toilet appliance in Hochiminh City was used to test the model. Partial Least Square (PLS) method is employed to empirically test the research model by explaining how product characteristic customer involvement, brand image and perceived value influence purchase intention of customers. The findings from respondent data show that customers’ involvement and brand image have direct positive affect on perceived value, while product characteristic and brand image have direct positive affect on purchase intention. Evidences also show that brand image deeply involved in process of purchase decision making, hence the company needs to focus on brand image strategy to attract more customers to buy their product.
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