Nowadays, along with the incessantly economic growth, made-in-China products are burgeoning in the world market. In Vietnam, a numerous of Chinese products are also flooding everywhere. This study tries to seek for investigating the Vietnamese consumers’ perceptions and repurchase intention to one typical product – made-in-China toys.
A 32-item survey questionnaire was developed to conduct a survey on Vietnamese consumers with 512 subjects in order to identify the relationships among product experience, perceived product quality, perceived price, customer expectation, perceived value, and repurchase intention. The primary objective of this study is to investigate the perceptions of Vietnamese customers and their intentions to repeat purchase to made-in-China toys. Moreover, the study examines the importance of different factors influencing perceived value and repurchase intentions of Vietnamese customers.
This study applied the structural equation modeling to test the research model. The results indicated that perceived product quality, perceived price and customer expectation tend to significantly influence perceived value. And perceived product quality, perceived value and customer expectation are all have significant impact on repurchase intention. From managerial perspective, the findings of this study can improve understanding about the consumer behavior in purchasing Chinese products, and Chinese toys in detail. The findings also displayed a researched result to Chinese toys manufactures who need to adjust their product qualities if necessary to keep their market.

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