A Study Comparing the Consumption Values on Customer Satisfaction in Luxury and Regular Fashion Clothing between Taiwan and Vietnam

Abstract: This study examines the differences in consumer satisfaction towards luxury and regular fashion in two Asian markets: Vietnam, a country characterized by a collectivist culture and rapid growth, and Taiwan, which has deep cultural roots as a mature market. The research examines how emotional, functional, social, conditional, and epistemic values influence customer satisfaction. It compares these relationships across luxury and regular fashion clothing segments, as well as how national culture (Vietnam vs. Taiwan) impacts these relationships. A survey of 200 participants, equally divided between the two countries, revealed significant differences across luxury and regular fashion clothing segments and national culture (Vietnam vs. Taiwan) in terms of five consumption values related to consumer satisfaction. This research offers valuable insights for international fashion brands looking to adapt their strategies to culturally diverse markets.