Nghiên cứu động cơ mua sắm “thời trang nhanh” của sinh viên - Nghiên cứu thực nghiệm tại Trường Đại học Công nghiệp Hà Nội

The phenomenon of "fast fashion" has garnered significant global academic attention due to its rapid growth and profound impact on consumer behavior. Understanding the "shopping motivation" behind this pervasive trend, especially among specific demographics, is crucial for developing effective marketing strategies in a globalized context. This study addresses this critical need by investigating the factors influencing "fast fashion" consumption among "students at Hanoi University of Industry". It aims to identify the key drivers of their purchasing decisions and propose recommendations for a scientific and rational approach to understanding their buying behaviors.

Academic researchers in consumer behavior and marketing, fashion industry professionals, and educational administrators.

This study delves into the multifaceted factors influencing "fast fashion" "shopping motivation" among university students, building upon established theoretical frameworks such as the Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), and Expectancy Theory. Initially, five potential drivers—perception of usefulness, financial conditions, environmental concerns, consumption behavior, and external influences—were hypothesized through a comprehensive literature review. Employing a quantitative research design, data was gathered from 350 students at "Hanoi University of Industry" via a structured questionnaire, yielding 306 valid responses. The collected data underwent rigorous statistical analysis, including Cronbach's Alpha for reliability, Exploratory Factor Analysis (EFA) to refine the constructs, and multiple linear regression to ascertain the direct impact of these factors. Key findings indicate that students' "fast fashion" "shopping motivation" is significantly and positively influenced by their perception of "fast fashion's" usefulness, their consumption behavior, and various external influences. Interestingly, financial condition and environmental concern, while initially considered, did not emerge as statistically significant predictors in the final regression model. These results offer critical insights for fashion retailers and marketers, enabling them to formulate more effective and targeted strategies. Furthermore, the study contributes to the academic understanding of consumer behavior in the "fast fashion" segment, particularly within the "student" demographic, highlighting the interplay of perceived utility, social dynamics, and external cues in shaping purchasing decisions.