Measuring consumer's purchase intention : An evaluation of the bli scale & electronic word-of-mouth (E-wom) - A study of luxury restaurants in HCMC

Abstract

Food and beverage fields in the Vietnam context experience considerable growth while the consumption in a premium or luxury restaurant is noticeable. With the Brand Luxury Index scale studied in previous research, in conjunction with the high development of the Internet, a new factor of electronic word-of-mouth is added to build a new conceptual framework based on what has been proved in the former. Measuring the factors that have existed in the luxury scale with the electronic word-of-mouth brings new viewpoints towards the purchase intention of consumers in luxury restaurants. The area for this research is mainly focused on the intention of consumers to the luxury restaurants in Ho Chi Minh city. Methodologically, the primary data will be collected through the surveys under quantitative methods with 374 sample sizes. The target sample is people living in Ho Chi Minh city and have a chance to visit one of the listed luxury restaurants there once. The data analysis is conducted by SPSS and AMOS software with academically understanding the concept of reliability test, Exploratory Factor Analysis, Confirmatory Factor Analysis and Structural Equation Modeling methods. The outcome is highlighted on the emphasis of the factors in brand luxury scale and the e-WOM influence positively on the intention to select luxury restaurants for consumers. The spotlight is glanced at the small gap between non-personal perceptions and personal perceptions towards purchase intention of a visit to luxury restaurants. Undoubtedly, recommendations are given to explore further the current concerns as well as consumers behaviors for luxury restaurants in Vietnam. Keywords: Vietnam Food and Beverage, Luxury Restaurant, Conspicuousness, Uniqueness, Quality, Hedonism, Extended Self, E-WOM, Purchase Intention, Restaurant in Vietnam.