| dc.description.abstract | Purpose – This research aims to explore the influence of store attributes (SC) and
hedonic shopping motivations on store choice behavior (SC) of consumers toward small
home appliances.
Design/methodology/approach – A sample of 385 potential consumers in small home
appliances was surveyed to test the model. The sample of 311 respondents (74
respondents from 385 do not qualify the requirement of the study or refuse to complete
the survey) with high quality responses was actually inputted to analyze the effect of
hedonic shopping motivations (HSM) and store attributes (SA) on store choice behavior
(SC) of consumers in Ho Chi Minh City, Vietnam. Two-step approach in structural
equation modeling (including CFA and SEM) was used to analyze the data.
Findings – It was found that SA had a positive effect on SC. It was also pointed that
there was insignificant to imply that the relationships between HSM and SC, SA and
HSM.
Research limitations – A major limitation of this study was the use of a sample drawn
from one market, Ho Chi Minh City.
Practical implications – The findings suggest that the retail managers should positioning
strategies on store attributes (in terms of facilities, after-sale services, employee services,
and merchandise) to stimulate store choice, and utilitarian dimension as well.
Keywords - Consumer behavior, Store choice, Vietnam, Home appliances, Store
attributes
Paper type – Research paper | en_US |
