Impact of face consciousness on consumers' purchase intention for Japanese goods in Ho Chi Minh City
Published: July 31, 2026
Abstract
This study explores the impact of face consciousness on consumers' purchase intention for Japanese goods through factors of emotional value and perceived quality. In this study, 229 consumers in Ho Chi Minh City are surveyed. The study finds out that that while perceived quality factor has a positive impact on the purchase, the factor of emotional value hardly has positive effects on purchase intention intention of consumers towards Japanese goods. In addition, face consciousness factors such as the desire for gaining face and avoiding losing face have impacts on the emotional value and perceived quality of consumers about Japanese goods.
Keywords
face consciousnessemotional valueperceived qualityJapanese goodsHo Chi Minh city
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