INVESTIGATING THE FACTORS AFFECTING THE ATTITUDES OF CONSUMERS IN HO CHI MINH CITY TOWARDS LOCAL PRODUCTS PROMOTED ON SOCIAL NETWORKING PLATFORMS

Abstract

The purpose of this study is to investigate the factors affecting consumer attitudes toward local products promoted on social networking platforms in Ho Chi Minh City. To achieve this goal, the researcher conducted a quantitative study with 540 survey samples collected directly from respondents via Google Forms. The study utilized SPSS software to perform descriptive statistics and SmartPLS 3.0 to conduct inferential statistics. The results show that consumer attitudes towards local products promoted on social media platforms are most strongly influenced by context factors, followed by consumer attitudes towards influencers, perceived quality, consumer knowledge, and consumer ethnocentrism. The study also provides several managerial implications to improve consumer attitudes toward local products, promote purchasing and usage behavior, and enhance the position of local products in the market.