| dc.description.abstract | This study is conducted to reach the objectives that identifying factors influencing the purchase intention of coffee shop - a case of Studio coffee shop in Ho Chi Minh City as well as identifyng the most important factors among them and then providing some suggestion and recommendation regarding research findings and result.
Based on literature review and conceptual framework in this study, there are six independent variables, which are Price, Location, Physical Design, Promotion & Advertising, Subjective Norms and Service Quality that the author thinks it can influence the consumer purchase intention.
To achieve this research objectives, the author used Quantitative method as a main tool to test the impact of independent variables above. With statistical techniques SPSS (version 22) were applied, which is Reliability test, Exploratory Factor Analysis (EFA), Pearson Correlation test and finally Multiple Regression Analysis to find out factors affect consumer purchase intention of Studio coffee shop.
The research has been conducted from December 2015 to May 2016 in Ho Chi Minh City. By distributing surveys through Facebook, E-mail as well as four Studio coffee shop in Ho Chi Minh City, 270 questionnaire forms were collected and analyzed by SPSS software, then giving the results that all of six independent variables have impacted on consumer purchase intention. Among them, Service Quality and Physical Design have the stronger influence than Price, Location, Promotion & Advertising and Subjective Norm.
After analyzing data and get the result, although the study still has some limitations, this study aslo came up with some suggestions and recommendation for coffee shop onwers to develop their business as well as further research as a reference to get higher reliability and convincing. | en_US |
