Research On The Influence Of Vietnamese Consumption On The Perceived Value Of Xiaomi Mobile Phones On Purchase Intention

With the rapid development of information technology today,smart phones have been integrated into our lives and become an indispensable communication tool in people’s lives.Since Vietnam’s comprehensive opening to the outside world in 1986,Vietnam’s economy has developed rapidly,a large amount of foreign capital has poured in,and the smartphone market has become saturated.The gradual weakening of local mobile phone brands is accompanied by the influx of foreign mobile phone brands.Under such circumstances,how Xiaomi mobile phones can use their unique core competitive advantages to win the Vietnamese mobile phone market and grasp consumers’ needs to increase consumers’ willingness to purchase has become very important.Based on this,starting from the perceived value of Vietnamese consumers,this paper explores the influence of Vietnamese consumers’ perceived value of Xiaomi mobile phones on their purchase intentions,in order to provide some reference and thinking for Xiaomi mobile phones to develop the Vietnamese market.This paper first sorts out the predecessors’ research results on perceived value,synthesizes domestic and foreign literature on perceived value,brand identity and purchase intention,and divides consumer perceived value into four dimensions: quality value,price value,emotional value and social value.Taking brand identity as an intermediary variable,a theoretical model and research hypothesis on the relationship between perceived value and purchase intention of Vietnamese consumers are constructed.Then learn from the mature scale of the predecessors,and on this basis,make appropriate modifications in combination with the perceived value of Xiaomi mobile phones to form the pre-research questionnaire of this paper.After testing and modifying the pre-research questionnaire,the official questionnaire is finally formed.The data is collected by distributing survey questionnaires on the network platform.Using SPSS26.0 and AMOS26.0 software,the sample descriptive statistics analysis,reliability analysis,correlation analysis and structural equation model analysis are carried out on the collected data in turn.The research conclusion of this paper is that the perceived value of Vietnamese consumers has a significant positive impact on the purchase intention of Xiaomi mobile phones in three dimensions(quality value,price value,emotional value).The emotional value and social value of Vietnamese consumers have a significant positive impact on Xiaomi mobile phone brand identity.However,the quality value and price value have no significant impact on Xiaomi mobile phone brand identity.Brand identity has a significant positive impact on consumers’ purchase intention.The brand identity of Vietnamese consumers plays a mediating role in the purchase intention of Xiaomi mobile phones in the two dimensions of perceived value(emotional value and social value).On the basis of empirical research,analyze the research conclusions in detail and give reasons.Finally,based on the research conclusions and the current situation of Xiaomi mobile phones,the enlightenment and suggestions for the development of Xiaomi mobile phones in the Vietnam market are put forward.