FACTORS INFLUENCING CONSUMERS' PURCHASE DECISIONS FOR OFFICE FASHION: A CASE STUDY IN HANOI

Abstract To examine the factors influencing consumers’ purchase decisions for office fashion in Hanoi, the research team surveyed 275 customers who had purchased office fashion products in Hanoi and analyzed the collected data using SMARTPLS software. The findings reveal that all five factors examined exert an influence on consumers’ purchase decisions for office fashion. Among these, the factor “Perceived Behavioral Control” (HV) has the strongest impact on purchase decisions, with an effect size of 0.543, followed by “Subjective Norms” (CCQ) with an effect size of 0.164. The two factors “Perceived Ease of Use” and “Perceived Usefulness of Office Fashion” strongly influence the mediating factor “Attitude toward Office Fashion”, which in turn affects consumers’ purchase decisions for office fashion, with an effect size of 0.149. Based on the analysis results, the research team offers several points of discussion aimed at attracting office fashion consumers, thereby contributing to an improved working environment and corporate image.