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Title: Factors Affecting Customers' Purchase Intention in the Supermarket
Factors Affecting Customers' Purchase Intention in the Supermarket
Authors: 武友仲
Vu Huu Trong
Contributors: 經營管理研究所
Keywords: customer intention;Trust;Convenient;Subject norm;Attitude;perceived ease of use;perceived usefulness;supermarket
customer intention;Trust;Convenient;Subject norm;Attitude;perceived ease of use;perceived usefulness;supermarket
Date: 2013
Issue Date: 2013-05-24 16:44:52 (UTC+8)
Publisher: 高雄市:[樹德科技大學經營管理研究所]
Abstract: Supermarkets were making their first appearance in Vietnam in 1993. In the
process of development and integration, they continue to thrive. However, competition in
Vietnam’s retail markets becomes fiercer day after day.
Vietnam's retail trade sector has gradually become a complete retailing to suit
costumers’ need. But how to sustain growth is a major challenge for the practitioners of
retailing stores. The customers’ purchase behavior affects sales, and then the sales
determine the performance of the retailing stores. Therefore, it is critical for the managers
to discover the factors which affect customers’ purchase decision. Up to date, there are
few articles and researches discussing this subject in Vietnam retailing industry. This
research aims to fill the gap to assess factors affecting customer’s purchase intention.
This study uses questionnaires as a research design to collect the data from
participants. The cleaned data was analyzed by SPSS. The research tools include
descriptive analysis, reliability analysis, factors analysis and regression analysis. Finally,
the big picture of the factors affect customers’ intention was presented. The findings will
have managerial implications for both managers and leaders of supermarket to improve
their business performance. Meanwhile, the research model can be used to discuss
different industries for different researchers.
However, this study adopted purposive sampling to collect the data due to time and
cost consideration. This practice will bring bias into the research finding. We recommend
more objective sampling plan for future research.
Appears in Collections:[經營管理研究所] 博碩士論文

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