Research On The Impact Of Individual Cultural Factors On Consumer Behavior Of Vietnamese Consumers

With the improvement of the quality of life,consumer demand is becoming more diversified and the purchasing potential is increasing.In daily shopping activities,consumer behavior is increasingly planned and rational,the phenomenon of consumers' acception behavior is becoming more and more popular.In recent years,researches results of consumer acceptance of new products havebecome rich.However,most of the prior studies focused on the feedback mechanisms of consumer behavior.In addition,most researches focused primarily on the study of consumer acceptance behavior in developed countries.As a country with a population of 95.59 million people,and 33.28 million people with a city population of 34.70%,Vietnamese cities are a market with huge purchasing potential,but research on consumer acceptance is almost a blank.This article analyzes the impact of cultural factors on the behavior of individual consumers in Vietnam about accepting new electronic products-personal electronic products empty,for example,to fill in the study.in this field.The primary content based bases on the previous study and explorsthe individual and cultural factors that influence the implementation of consumer acceptance of new electronic products.in Vietnamese,and build a model with four dependent variables: individual,collective,risk-taking,innovation systemcontrol variables including age,education and income Regulate the adoption of new electronic products.Second,using the questionnaire method to collect data and using descriptive analysis,regression analysis,statistical analysis and multi-group analysis of linear structural model to analyze data.The results of this program study that(1)only three cultural factors(individual,risk,and innovation)impact Consumer acceptance of new product behavior.Collective and purchasefrequencies of electronic products have nostatistically significant relationship with cosumer acceptance of new product behavior,there is not enough evidence to support the hypothesis.(2)Personality has a positive influence on the frequency of purchase of new electronic products.(3)avoiding the risk of negatively affects the frequency of new electronic purchases.(4)Innovation has a positive impact on the frequency of purchase of new electronic products.Research Perspective examining the factors that influence the acceptance of new electronic products through certain cultural factors,such as consumer interest in electronic products,consumer attitudes or other factors.Pay attention to the degree of influence of other independent variables,such as marketing mix and regional characteristics.