The Effects of Vietnamese Consumers’ Perceived Quality Shoes on Repurchase Intention: A Case of MLB Product

Purpose - This paper aims to analyze the effect of perceived footwear quality on the satisfaction and repurchase intentions of Vietnamese customers, with a focus on various footwear attributes. Design/Methodology/Approach - This study employs a comprehensive approach, incorporating various methodologies, namely exploratory factor analysis, confirmatory factor analysis, and structural equation modeling (SPSS 25.0 and AMOS 20.0 Ver). The study involves analyzing 200 verified samples of Vietnamese individuals administered through an online survey. The survey questionnaire includes diverse footwear attributes such as aesthetics, style, color, material, size measure, fit, comfort, perspiration, durability, performance of color fastness, workmanship, ease of care, coordination with the wardrobe, price, brand, and country of origin. Findings - The analysis identifies six significant shoe quality attributes from the perspective of Vietnamese customers. These are aesthetic beauty, comfort, sweat-wicking, durability, price, and brand origin. Consequently, The study investigate d the relationship between theses six quality attributes and customer satisfaction and between customer satisfaction and repurchase intentions. Research Implications - The empirical analysis revealed that, the six identified factors are consistent with shoe attributes valued by Vietnamese consumers, which include aesthetics, comfort, sweat-wicking, durability, price, and brand origin. Hence, companies seeking to enter or enhance competitiveness in the Vietnamese shoe market must be particularly sensitive to pricing.