Factors Affecting Consumer’s Choice of Retail Store Chain: Empirical Evidence from Vietnam

• 발행기관: 한국유통과학회
• 저자명: Thu Thi BUI Huong Thi NGUYEN Long Dai KHUC
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.4, 571~580쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

The study explores the factors affecting the brand selection behavior of retail chains in Vietnam and to what extent they have an impact on the customer’s choice intention. This research employs a combination of both qualitative and quantitative mixed methods with the help of SPSS version 22.0 in data analysis. Expert interviews are used to design the questionnaire for the survey conducted on 700 consumers. Research results show that the eight factors of store image (1-to-3 split factor of store image including the display of goods and services), price perception, risk perception, brand attitude, brand awareness, and brand familiarity were determined. They all influence the intention to choose the retail chain brand. With a positive β coefficient, the more store image, price perception, brand attitude, and brand awareness are enhanced, the more likely the intention to choose the retail chain brand. The factor of risk perception has negative β, resulting in an inverse impact on choosing a retail chain brand name. Price perception and risk perception have the strongest impact on retail chain decision behavior while commodity display factors the least. Based on these important results, the study proposes implications for retailers and manufacturers.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Research Results and Discussion

5. Conclusion and Limitations

키워드

Brand Retail Chain Selection Consumer Behavior