Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Apply Structural Equation Modeling for the Measurement of the National Economic Expectation: A Case Study of Vietnamese Consumers

Author(s): Ha Van Son, Nguyen Van Trai, Pham Thanh Binh

Consumer behavior is an essential factor in deciding whether to buy or reject the products. This behavior directly affects the future marketing strategy of enterprises. Besides, consumers' behavior is thinking, feeling, and operating activities that customers perform in the process of consumption. Therefore, the objective of the study is to test the model and to measure Economic Nationalism. Besides, this paper continued assessing the relationship between Economic Nationalism, Internationalism, and consumer behavior. The research results showed that all factors influence people's consumption behavior in a direction not only Economic Nationalism but also Internationalism. This result proved that the current economy of Vietnam has the development and integration of the world although people only choose and use the product when it is better, there is still a part of favoring racial identity.

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