Factors affecting customers intention to buy massage chair at bestech store in quang binh

INTRODUCTION

STATEMENT OF THE PROBLEM

Along with the rapid development of the economy, people always have to work hard to keep up with the trend Life cycle, great life pressure makes people work more with a large workload This makes them forget the time to rest and relax. Moreover, many young people rely on good health to neglect eating, resting and exercising in moderation In the long run, this condition leads to a weakened immune system, prolonged fatigue, and many potential illnesses.

There are many reasons why many people work too hard, such as because economic pressure makes them work hard to increase their income, because they are too passionate about their own and want to succeed, or maybe they are young and always confident about their health,… The average number of working hours as prescribed is recommended from 40-48 hours per week However, most of us work more than 50 hours per week This has serious unforeseen health consequences. After 26 years, Vietnam's average GDP has increased nearly 14 times. Thereby, Vietnam has actively developed its economy and improved the quality of life for its people In 2022, Vietnam strives to achieve GDP per capita of about 3,900 USD Along with that, according to Resolution No 16/2021/QH15 on the Government's 5-year socio-economic development plan 2021-2025, Vietnam strives for GDP per capita by 2025 to reach about 4,700-5,000 USD By 2030, Vietnam aims to become a developing country with modern industry, high middle income, GDP per capita of about 7,500 USD, people with high quality of life Along with that, by 2045, Vietnam aims to become a developed and high-income country.

Modern life makes bone and joint diseases increasing day by day and is gradually getting younger in age The disease causes inconveniences affecting the health and daily life of patients Bone and joint damage can be reversed if detected and treated in time.

According to statistics, up to 30% of people over 35 years old and over 65 years old have osteoarthritis, about 85% of people over 80 years old have osteoarthritis In particular, Vietnam is one of the countries with the highest rate of population suffering from osteoarthritis in the world (Assessment of the World Health Organization WHO).

Massage chair is one of the technology products to support health-related problems, is a solution to wake up the body, dispel stress and anxiety effectively by relaxing full-body massage The effect of full body massage also affects the nervous system, blood vessels to help the body feel comfortable and bring a happy and happy mood.

Massage chair products are especially suitable for the elderly Because the effect of full body massage is to help relieve stress, Help blood circulation and stabilize blood pressure, Full body massage helps to firm and anti-aging skin, Full body massage helps the skin absorb the nutrients of the cream better Full body massage helps you have a good sleep, Full body massage helps to avoid aches and pains.

In fact, Vietnam has begun to enter the period of population aging since 2011 when the proportion of elderly people accounted for 7% of the total population of the country It is forecasted that in the next 30 years, this number will increase to20% According to Mr Tuyen, Vietnam's population aging rate is among the fastest growing countries in the world This has a large impact on the labor force as the number of people of working age will be lower, causing a burden on health care,social security and family, etc.

Picture 1.1 Vietnam's population aging rate

Especially after a prolonged period of the COVID epidemic, our physical health becomes weaker, the immune system has many problems People began to pay more attention to the health of themselves and their families 2018 is a year when the world is not only "mature" in terms of health care concepts, but also has many breakthroughs in health protection.

In the research: "Factors affecting customer's intention to buy massage chair at Bestech store in Quang Binh." I will focus on studying the factors of price, product features, usefulness, brand, social influence, sale promotion How brands affect the purchase intention of customers At the same time, research on the influence of these factors on the intention of customers in choosing a massage chair store and product.

To find out exactly how much influence each factor has, the research will use customer surveys, periodic interviews and statistical analysis.

The research will help Bestech Store in Quang Binh branch accurately assess the current market situation, customers preferences in order to improve competitive advantage, increase customers loyalty, build brand and target ultimately increase revenue.

In addition, this study also helps the store improve service quality, understand customers better, and adjust strategies so that customers have the best experience when coming to the store.

Quang Binh province is an extremely potential market, where the economy is on the way of rapid development According to the forecast of VN Express newspaper by 2025, the per capita income of Quang Binh province will reach 75 million VND and belong to the middle and high group of the country Therefore,this research is an important step to help Bestech develop more in Quang Binh market, and at the same time create products and services that are suitable to local people's tastes, and meet the needs and desires of customers Customers are the key condition for Bestech's sustainable development.

Specifying research objective

Recognizing the factors affecting the intention of customers, the store can adjust the factors that affect the intention of customers when buying Massage chairs at Bestech stores Evaluate and determine the importance of each factor affecting the purchase intention of a customers Analyze customers choices.

Find out the needs of customers when choosing a massage chair Recommend methods to increase the ability to meet and satisfy the needs of the majority of customers From there, increase revenue for the store.

Research questions

Starting from the research objective, the thesis answers the following questions:

(1) What factors affect customers' intention to buy Massage chairs at the store?

(2) How does each factor affect customers' intention to buy Massage chairs at the store?

(3) What solutions help increase revenue?

Research scope and subject

- Research period: Feburary, 2023, to May, 2023.

- Research scope: Bestech store in Quang Binh.

Data on this topic is collected and aggregated from many sources, from reports of Health technology development co ltd, research by experts, Internet, combined with student research This study is mainly based on customer information, and customer opinions, this information is collected from customers who have and intend to buy Massage chairs in the future.

Research on customers aged 25-60 who have used or intend to buy massage chairs in the future in Quang Binh

Research Methods

The study uses both primary and secondary data

Secondary data is collected and aggregated from reports of specialized units or compiled from reputable articles on related fields

Primary data was collected through a convenient sampling method with respondents who have used or intend to buy massage chairs in the future in Quang Binh province.

The survey method used is a quantitative research method through an online questionnaire on the internet and a qualitative research method through the interview, direct observation use of open-ended questions.

The sequence of data analysis is as follows:

Step 1 - Receive the answer sheet, clean the information, encode the necessary information in the answer sheet, and enter and analyze the data using SPSS 20.0 software.

Step 2 - Conduct descriptive statistics of the collected data.

Step 3 - Conduct the evaluation Reliability of the scale by Cronbach Alpha analysis.

Step 4 - Analyze the scale by Exploratory Factor Analysis.

Step 5 - Perform Pearson correlation analysis and perform regression analysis.

Structure of the research

Introduction to the research background, research objectives, scope, time and research methods.

Introduction to the theoretical basis, reference models and previous studies. From there, a model is proposed to study the factors affecting customers' intention to buy Massage chairs at Bestech stores in Quang Binh

Chapter 3 : Company introduction and research methodology

Presenting an overview of the business and research methods, constructing the scale, evaluating and testing the scale for the concepts in the model, testing the fit of the model and testing the hypotheses suggest

State the results of the research, including a description of the data, and collected data, evaluate and test the scale, test the suitability of the research model, and test the hypotheses of the research model.

Conclude the research results, pointing out the outstanding issues that need to be solved Indicate the influence of the factors Propose solutions to solve the problems drawn.

Overview about research papers

I carry out research with the aim of systematizing the theoretical basis of the factors affecting the customers’ intention to buy Massage chairs, assessing the factors affecting their intention and assessing the influence level of each factor affecting the purchase intention of customers

Currently, this topic is quite new, not many authors have done research and only studies with similar content have been done.

In the country, there is a study by Ninh & Oanh (2015), conducting research on the factors that affect vietnamese people's shopping behavior at supermarkets in

2015 In this study, There are 5 factors that affect customers' shopping intention at supermarkets: location/facilities, reliability, customers care, advertising/promotion, and merchandise In which, goods are the factors with the highest degree of impact on customers Intention Author Dung (2022) also conducted research on online shopping behavior of quang binh customers, giving 4 influencing factors: perceived usefulness, perceived perception of ease of use, social influence and trust.

Studies of some other countries give the following conclusions: Research by author Jurnal (2019) on factors affecting young indonesia's intention to purchase counterfeit luxury goods conducted a survey on 300 people in Indonesia aged 18 years and older The finding of the research identified that brand image, quality, and price positively influenced the customers' intention towards counterfeit luxury goods Research on Factors affecting customers buying intention of mobile phone devices by Mesay (2013) in Ethiopia has found 6 factors affecting customers buying behavior including: price, product feature durability, brand image, after sales service and the social influences The highly correlated factor that influences the decision to acquire a mobile phone is the selling price of the cellular device In addition,research by Ahasanul Haque, Naila Anwar et al (2017) in Bangladeshi on purchase intention of foreign products: A Study on Bangladeshi Customers Perspective The results of the research have demonstrated that country of origin image does carry a significant positive effect on brand image when it comes to Bangladeshi customers' intention of buying foreign products, another factor that carries a favorable effect onBangladeshi customers’ intention of buying foreign products is brand image.

Chapter 1 introduces the urgency of the topic Determine the research objective, research question, scope, and research object At the same time, the author gives research methods, uses qualitative and quantitative methods in research, and uses SPSS software to support data analysis Give the structure of the research paper and outline the research papers that will be used in the next chapter.

LITERATURE REVIEW

GENERAL THEORY

The massage chair is a health care device, shaped like a sofa However, the chair has the main function of massage to help people relax, reduce aches and pains, circulate blood and improve the quality of life, thanks to the equipment of rollers and the massage of the air bags.

A massage chair is a device that makes acupressure massage easier There are two types of massage chairs: classic massage chairs and robotic massage chairs The classic massage chair allows the massage technician to easily perform massaging movements on the head, shoulders and back of the massage recipient While robotic massage chairs use physical impact to act on the body by means of roller components and airbags on the chair (Wikipedia)

A massage chair has an electric motor and a programmable controller When the user presses on one or more pressure zones of the chair's seat, the controller sends electronic signals to the motor which then mechanically stimulates muscles to provide relief from pain and tension The mechanisms behind these chairs may vary by manufacturer but they share some similarities The massaging movements can be customized by adjusting the intensity of each movement and location on the body where it is applied Massage chairs typically have three types of massage settings: low, medium, and high intensity They can also be customized to include heat, cold, or even a vibration option for those who need

Traditionally, the term intention is defined as the antecedents that stimulate and drive customers’ purchase of products and services (Hawkins & Mothersbaugh, 2010) One of the most common approaches undertaken by marketers in gaining an understanding about customers’ actual behavior is through studying their intentions (Blackwell, Miniard, & Engel, 2006; Ghalandari & Norouzi, 2012) Kim and Pysarchik (2000) have demonstrated the existence of a strong correlation between these two respective constructs Hence, they assert that purchase intention serves as an alternative for measuring customers’ purchase intention Therefore, customers’ intention toward a particular behavior has remained the central focus of well-known theories like theory of reasoned action (TRA) This claim is also supported by Azjen (1991) who mention that intention is the factor that motivates customers and in turn influences their behavior To a greater extent, it reveals how hard customers are willing to try, as well as the amount of effort they intend to exert for performing a respective behavior According to them, the probability that a particular behavior will actually be performed by individuals largely relies on the strength of their intentions When the intentions of performing certain behavior are strong, there are higher likelihoods that the respective behavior will be performed.

Purchase intention is the likelihood that a customers will buy a particular product (Fishbein and Ajzen, 1975)A greater willingness to buy a product means the probability to buy it is higher, but not necessarily to actually buy it On the contrary, a lower willingness does not mean an absolute impossibility to buy Bagozzi and Burnkrant (1979) defined purchase intention as personal behavioral tendency to a particular product Spears and Singh (2004) defined purchase intention as “an individual’s conscious plan to make an effort to purchase a brand” Purchase intention is determined by a customers’ perceived benefit and value (Xua, Summersb, and Bonnie, 2004).

Purchase intention is subject to a set of information related to attitude DeMatos et al (2007), whereas the intention to buy is measured by the attitude of customers according to the Theory of Reasoned Action (Fishbein & Ajzen, 1975).

Attitude is seen as a predictor to measure the actual customers’ behavior and intention as a predictor to measure future behavior The higher the intention to purchase the greater the probability of leads effective behavior Previous studies by Ian et al (2008), indicated that an individual with a favorable or a positive attitude towards counterfeits will also have a strong intention to buy counterfeit goods So, we assumed that there is a close link between customers’ attitudes and their intention to buy Furthermore, another research by Mei (2009) that suggests that attitudes toward behavior is one of the variables that affect directly and indirectly to purchase intention Based on the study by Poddar et al (2012) about consumption of counterfeit products, it is good to measure the purchase intention as dependent variable It can be concluded that there is a relationship between attitude and intention to purchase

Sales method where the purchase and sale takes place when the seller and buyer directly meet, exchange and agree on product name, quantity, quality, price, etc This method requires sales staff must perform all related jobs from inviting customers, introducing to packaging, delivering goods, receiving money, etc. Therefore, sales staff need to have general knowledge of technical expertise art, culture, communication skills, etc.

2.1.2 Theoretical basis for research model

2.1.2.1 The theory of customers behavior of Philip Koler

Customer behavior is the study of customers and the processes they use to choose, use, and dispose of products and services, including customers’ emotional,mental, and behavioral responses The following are the most commonly accepted factors influencing buying behavior:

Picture 2.1: Factors influencing buying behavior

The decision-making process used by customers regarding the market transactions before, during, and after the purchase of a good or service In 1968, Engel, Kollat, and Blackwell brought forward a fairly comprehensive customers purchase decision-making model, Engel- Kollat-Blackwell Model (EKB Model) It can be seen as a particular form of cost-benefit analysis in the presence of multiple alternatives The customers typically passes through five stages before purchases: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior Customers may skip some or reverse some of these steps These steps may differ between first-time buyers and regular or repetitive purchases Also in the online environment, the duration of each step could be significantly shorter.

Picture 2.2: The buying decision process

(Engel- Kollat-Blackwell Model) 2.1.2.3 The theory of reasoned action (TRA or ToRA)

The theory of reasoned action (TRA or ToRA) was developed by Martin Fishbein and Icek Ajzen (1967), the theory was derived from previous research in social psychology, persuasion models, and attitude theories It aims to explain the relationship between attitudes and behaviors within human action Behavioral intention is important to the theory because these intentions "are determined by attitudes to behaviors and subjective norms"

Picture 2.3: The theory of reasoned action (TRA or ToRA)

(Martin Fishbein and Icek Ajzen)

According to TRA, attitudes are one of the key determinants of behavioral intention and refer to the way people feel towards a particular behavior These attitudes are influenced by two factors: the strength of behavioral beliefs regarding the outcomes of the performed behavior and the evaluation of the potential outcomes.

Subjective norms are also one of the key determinants of behavioral intention and refer to the way perceptions of relevant groups or individuals such as family members, friends, and peers may affect one's performance of the behavior.

Technology Acceptance Model (TAM) explains the acceptance of information systems by individuals TAM postulates that the acceptance of technology is predicted by the users’ behavioural intention, which is, in turn, determined by the perception of technology usefulness in performing the task and perceived ease of its use.

According to the research of David (1986, 1989, 1993), TAM model was simulated from Theory of Reasoned Action - TRA (Fishbein and Ajzen (1975)). This model was accepted to in analyzing effectively the technology acceptance of users TAM recommended two important factors that influence an individual's intention to use the technology: Perceived Usefulness and Perceived Ease of use.

Previous research

2.2.1 According to the research: “Research on factors affecting Vietnamese people's shopping behavior at supermarkets in 2015” by Mr Nguyen Hai Ninh

Objective: Research on Vietnamese people's shopping habits at supermarkets.

At the same time, identify and evaluate the influence of shopping behaviors on customers

Participants: Survey of 500 people at large supermarkets in Hanoi (Big C

Thang Long Supermarket, Intimex Hao Nam Supermarket, Lotte Tay Son Supermarket) and Ho Chi Minh City (Coopmart Cong Hoa Supermarket)

Method: Using the quantitative method through paper questionnaires at the supermarket, the method of random sampling with the group of respondents The research is carried out through 2 main steps: Pre-Test to test the scale and standardize the questionnaire with the number of survey sample elements: 50 and the official study (main test) with a large scale enumeration: 500 sample elements.Statistical analysis using the SPSS 20 analysis tool Testing the reliability of the

Cronbach Alpha scale, testing the suitability of the KMO model, EFA factor analysis, regression analysis, and Chi square test.

Picture 2.5: The research model of Mr Nguyen Hai Ninh & Mr Dinh

Result: In general, customers tend to be positive in carrying out shopping behavior at supermarkets There are 5 factors that affect customers' shopping behavior at supermarkets: location/facilities, reliability, customers care, advertising/ promotion, and merchandise In which, goods are the factors with the highest degree of impact on customers behavior.

2.2.2 According to the research: “Research on online shopping intention of Quang Binh customers” by Ms Hoang Thi Dung at Quang Binh University in 2022

Objectives: To find out the behavior and factors affecting the online shopping intention of customers in Quang Binh, the author chooses a research perspective through understanding the online shopping behavior of young people today.

Participants: The study surveyed 320 people with non-probability survey subjects in Dong Hoi city, Quang Binh The questionnaire includes 25 observed variables, of which 6 are independent and 1 are dependent The survey was conducted from the beginning of March 2022

Method: Research uses Likert 5 scale, according to the following convention:

(1) Totally disagree, (2) Disagree, (3) Confused, (4) Agree, (5) Totally agree The model uses the least mean method and tests the estimated parameters at the 5% significance level In this study, the researcher used the Binary Logistic model for research in the quantitative research section.

Picture 2.6: The research model of Ms Hoang Thi Dung

Result: Thus, after modeling by SPSS software for online shopping behavior of customers in Quang Binh province, it is affected by 4 factors, which are: (1) Perceived usefulness, (2) Perceived perception of ease of use, (3) Social influence and (4) Trust

2.2.3 According to the research: “Factors Affecting Young Indonesia's Intention to Purchase Counterfeit Luxury Goods” by Jurnal Dinamika Manajemen in 2019.

Objectives: Factors Affecting Young Indonesian’s Intention to Purchase

Participants: Conducted a survey of over 300 Indonesians aged 18 years and over specifically from Semarang, Yogyakarta, Surakarta and Jakarta, who may or will intend to purchase counterfeit goods Luxury goods are not scams.

Method: Testing the reliability of the Cronbach Alpha scale, testing the fit of the KMO model Hypothesis Testing and Interpretation As an early stage of the statistical analysis, the validity and reliability was tested ARCH and GARCH were used to conduct the heteroskedasticity test assumption (Engle, 2001) This test was done to identify the variance differences from residuals in an observation with other observations Multicollinearity Test is a Variance Inflation Factor (VIF) value used to detect the multicollinearity of the observation.

Picture 2.7: The research model of Jurnal Dinamika Manajemen in 2019

Result: The finding of the research identified that brand image, quality, and price positively influenced the customers’ intention toward counterfeit luxury goods.

It happened because these variables are considered to have influenced the individual’s attitude They have a positive attitude toward counterfeit luxury goods regarding the brand image, price, and quality and that customers’ attitude is a significant variable in shaping customers’ purchase intentions It was because a positive attitude is a stimulus for customers’ buying intention, which is a predictor of customers purchasing intention, so the higher the customers’ attitude, the higher their intention to buy.

2.2.4 According to the research: “Factors Affecting Customers Buying Intention of Mobile Phone Devices ” by Mesay Sata at Hawassa University in Ethiopia

Objective: This study seeks to know the factors that underlying a person’s decision in choosing brand of mobile phone(s) to use At the end of this study, it will be possible to know the most popular brand of mobile phone in Hawassa city.

Participants: During the survey, 246 questionnaires were distributed to purposively selected mobile phones shops (centers) in Hawassa town Unfortunately

22 questionnaires were not responded appropriately So the analysis was made based on 231 responded questionnaires

Method: To meet the specified research objectives, both qualitative and quantitative data analysis were used for the study purpose Both descriptive and inferential statistics methods of data analysis were employed Descriptive statistics like frequency distributions, graphs, charts, cross-tabulations and inferential statistics like correlation and multiple regressions was used to elicit meaningful information The data entry and analysis was performed by using Microsoft Excel and Statistical Package for Social Science (SPSS) version 20.

Picture 2.8: The research model of Mesay Sata at Hawassa University in

Result: Between six factors i.e price, social influence, durability, brand, product features and after sales service with the decision to buy a mobile phone device Accordingly, all factors have a positive and significant relationship with the decision to buy a mobile phone However, the degree of correlation among the factors is different with the highest correlation value of price (0.900) followed by product feature (0.876) durability (0.557) and brand image (0.555) of the mobile phone In contrary, the least correlated factor is after sales service (0.454) followed by the social influences (0.461) The highly correlated factor that influences the decision to acquire a mobile phone is the selling price of the cellular device.

2.2.5 According to the research: “Purchase Intention of Foreign Products: A Study on Bangladeshi Customers Perspective” by Ahasanul Haque, Naila Anwar et al in Bangladeshi

Objective: To understand what factors are influencing customers' intention to purchase foreign products in the context of different countries as customers have their own spending preferences

Participants: The sample size of the study at hand is 260 (detailed data distribution is presented in Table 1) However, for the purpose of the study, 30 questionnaires were discarded, as they were not fully completed by the respondents, as a result of which 230 questionnaires were used for statistical analysis Hence, this justifies the sample size used in this study as the sample size is more than 200.

Method: At the initial stage, descriptive analysis as well as validity testing through exploratory factor analysis (EFA) was conducted through SPSS According to Hair et al (2009), it is important to conduct EFA as it helps researchers in summarizing the information gathered from a particular set of data Later, SEM was run through AMOS to test the measurement model and, finally, analysis was completed by testing the full-fledged structural model and verifying the hypotheses that have been derived for the study.

Picture 2.9: The research model of Ahasanul Haque, Naila Anwar et al in

Bangladeshi Result: The results of the research have demonstrated that country of origin image does carry a significant positive effect on brand image when it comes toBangladeshi customers’ intention of buying foreign products In addition, another factor that carries a favorable effect on Bangladeshi customers’ intention of buying foreign products is brand image.

Proposed research model

Table 2.1: Frequency of occurrence of factors

Factors RS 1 RS 2 RS 3 RS 4 RS 5 Frequency

Perceived perception of ease of use x 1

Combining and comparing research models and results of previous researchers combined with expert consultation and experimental investigation results, the official research model is as follows:

H1: Product Feature has a positive impact on Customers’ Purchase Intention H2: Price has a positive impact on Customers’ Purchase Intention

H3: Usefulness has a positive impact on Customers’ Purchase Intention H4: Brand Image has a positive impact on Customers’ Purchase Intention H5: Social Influence has a positive impact on Customers’ Purchase Intention H6: Promotion has a positive impact on Customers’ Purchase Intention

Hypotheses

2.4.1 Relationship between Product Feature and Customers’ Purchase Intention

Product feature is the ability of a product to demonstrate its function, it includes overall durability, reliability, accuracy, ease of operation, and product repairs, as well as other product attributes (Kotler & Armstrong, 2012)

A product feature is a specific piece of functionality that has a corresponding benefit or set of benefits for the user Benefits are the value that users gain from using that functionality.

Product feature is the most basic goal of customers when going to supermarkets to buy goods Research results of Morganosky (1997); Seiders, Tigert (2000); Carpenter (2008) identifies this as a factor that positively influences customers' purchasing intention For Vietnamese customers, research by Ninh & Oanh (2015) proves the hypothesis that product features positively affect customers' shopping behavior.

In a study by Mesay (2013) at Hawassa University in Ethiopia, product features along with price are the two most influential factors on the intention to buy Mobile Phone Devices of customers in Ethiopia According to the author the features incorporated in a mobile hand set are the most important factor which is considered by the customers while purchasing the mobile phone.

Massage chair is a high-value product, so customers are especially interested in product features, especially function, durability, reliability, accuracy, ease of operation, and product repairs,… When the product has good features, customers tend to shop more actively Therefore, in this study, I expect product features to have a positive impact on customers' purchase intention for Massage chairs at Bestech stores.

 H1: Product Feature has a positive impact on Customers’ PurchaseIntention

2.4.2 Relationship between Price strategy and Customers’ Purchase Intention

Adjusting the prices is called pricing strategy A pricing strategy has as goal to establish an optimum price with current profit maximization, maximization of the number of units sold, etc.

This is highly known and agreed as important factor and an instrument in marketing literature which affects the customers' buying behavior and also it is defined as the money that customers exchange in terms of goods or services

Research Ninh & Oanh (2015) confirms that supermarket prices and pricing policies are factors that have a great influence on customers' shopping behavior In which, Vietnamese customers are identified as having high price sensitivity Price, price policy positively affects the buying behavior of customers That is, when supermarkets have good prices and policies compared to other retail stores, customers can switch from small stores near their homes to supermarket chains.

In Jurnal (2019) study on Factors Affecting Young Indonesia's Intention to Purchase Counterfeit Luxury Goods price is an important factor leading to customers buying pricey goods And price has a positive impact on customers' purchasing decisions for that product The author proves that The price of counterfeit luxury goods positively influences the intention to purchase counterfeit luxury goods And the price of counterfeit luxury goods positively influences the attitude towards counterfeit luxury goods.

In this study, the author makes the observation that: Price strategy positively affects the purchase intention of customers for Massage chairs at Bestech stores.Because massage chairs are considered luxury goods and the application of a high price to a product indicates its high quality According to Cannon and Morgan(1990) "… for some target customers, relatively high prices seem to mean high quality or high status'' see a bargain But if the prices start to drop and appear cheap,they start to worry about the quality and may stop buying." According toBrassington and Pettitt (2006), customers use prestige pricing as a means of assessing quality, i.e high prices attract status-conscious customers and discerning customers without price become a problem.

 H2: Price strategy has a positive impact on Customers’ Purchase Intention

2.4.3 Relationship between Usefulness and Customers’ Purchase Intention

The perceived benefits and sustainable advantages of shopping online are summarized as perceived usefulness Finding bargain price in addition to the low cost of searching online can contribute to the notion of perceived usefulness The advantages of purchasing from a virtual store compared to purchasing from a traditional store can also contribute to perceived usefulness The effortlessness of comparing one virtual store to another virtual store is also another factor supporting the perceived usefulness (Wong et al, 2018) E-commerce websites supply application software and helpful services that can facilitate shoppers’ decisions of buying a product/service Some services, however, may not be as convenient as in traditional market (e.g., immediate comparison among a variety of products that require tasting, smelling or sensing) Online shopping perceived usefulness could change customers’ intention toward purchasing (Son et al) assert that PU has a positive effect on customers intention to use an internet application

Research by S.T Markun et al (2019), perceived ease of use is supported as well by the perceivedusefulness that gives the best online shopping experiences to thecustomers which accordingly gives a significant influence towardspurchase intention via mobile app Therefore, usefulness has a significant influence towards purchase intention viamobile app.

Perceived ease of use concept according to the TAM technology model of Davis (1986) and UTAUT refers to users' belief that using an information technology product or system will not require much effort and they It will be easy to use the product

In this study, the perception of ease of use is reflected in the fact that users find it easy to get used to and use the Massage chair, the electronic control panel is integrated with pictures, using Vietnamese and English to help people more convenient to use with all ages, all types of customers Therefore, it can be hypothesized that:

 H3: Usefulness has a positive impact on Customers’ Purchase Intention

2.4.4 Relationship between Brand and Customers’ Purchase Intention

Brand is perceived as an important driving force of customers’ loyalty It is can defined as the way that customers perceive a brand based on their previous experiences about the brand ( Jurnal, 2019) The following hypothesis are Original luxury goods brand image positively influence the intention to purchase the counterfeit luxury goods and original luxury goods brand image positively influence the attitude toward counterfeit luxury goods.

Brand is an important cue in the customers’ purchase intention process. Brand information convenience positively affects perceived quality, perceived value and willingness to buy of customers (Dodds, Monroe & Grewal, 1991; Monroe and Krishnan, 1985) Customers are more likely to purchase products of well-known brands with a positive brand, because a brand with a more positive image will have the effect of reducing the perceived risk that customers perceive Akaah and Korgaonkar, 1988; Rao and Monroe, 1988) or increase customers perceived value (Kwon and Chattaraman, 2012).

Hawkins and Mothersbaugh (2010) have noted that brand, in essence, is the thought that arises in peoples' minds when they come across certain brands Yagci (2001) has found that brand image is a significant factor that not only plays an influential role in affecting customers' quality perception and attitude towards products but, at the same time, also plays an influential role in customers' purchases of products as it is a strong predictor of customers' purchase intention as well. Furthermore, Shah et al (2012) have studied how customers' purchase intentions are affected by the concept of branding According to them, a product's core brand image is comprised of two elements, namely, brand knowledge and brand preference, and both elements affected intention of purchasing as expected Based on the above discussion, Ahasanul Haque, Naila Anwar et al (2017) had the following hypothesis is drawn Brand has a significant positive effect on purchase intention of foreign products in their A Study on Bangladeshi Customers Perspective in 2019

COMPANY INTRODUCTION AND RESEARCH METHODOLOGY

Comapany introduction

Health technology development co., ltd with the brand massage bestech chair is no longer a strange brand for Vietnamese customers Quality assurance products, modern and advanced technology, diverse designs with reasonable competitive prices The company's business products play a huge role, directly affecting the health of Vietnamese people The company's products can be mentioned such as: Bestech brand massage chair, treadmill, bicycle, shoulder massage,

Bestech is a brand with many years of experience in the field of developing high-end full body massage chairs All of Bestech's products promise to create great value for customers and the best quality health care products Right from the establishment, Mr Doan Quoc Thuc - the founder of the company has clearly oriented: "The happiness and experience of customers is the most precious thing. What we need to do is to satisfy customers with quality products and improve the health of our customers.”

After more than ten years of non-stop development and innovation, Bestech has expanded with more than 60 chain stores in major commercial centers such as BigC, Vincom, Coopmart, etc nationwide.

To have the success today, the company invests in building modern technology, constantly updating models and technologies to bring the best quality and value products to customers.

Bestech always optimizes the experience that customers feel when coming to the brand Prioritize listening to customers Take customers feedback for deep development Solve all customers questions, "just call the customers Bestech is present".

Bestech's warranty and after-sales service is the best on the market When customers buy genuine Bestech massage chairs, they will be given a diamond warranty package: 6 years warranty on machinery, 20 years on chassis, 2 years on leather and lifetime maintenance Unlike many other massage chair brands, Bestech focuses on post-purchase warranty for customers Customers only need to call for warranty and the warranty staff will come to the place to guide within 24 hours, delivery 24h: Products when customers order at the company are delivered nationwide fast in 24h and completely free Staff will be in charge of delivery and installation at your home

The company pays great attention to human resource training Because it is this human resource who is in contact with customers, bringing positive experiences to customers The company currently has a team of professional - technical quite or more.

Misson: Bestech has always been steadfast in all business activities by focusing all its efforts on the quality of each product and sales process With a young and professional sales team, Bestech constantly strives to provide customers with high quality massage chairs, exercise machines, treadmills, massage machines, large of customers Finally, to build a socially responsible and socially responsible Bestech.

Vision: With strong efforts and efforts to bring greater and greater value to customers and the community, Bestech massage Chair in addition to winning the prestigious and prestigious award "Vietnam's Leading Brand 2021" also won the award “Top 10 Typical Brands of Asia Pacific 2021” This is a great recognition and motivation for Bestech massage channel to continue to invest and innovate, better serve customers, continue to promote the strength and internal resources of the Vietnamese brand, take care of families and businesses contribute to the development of the country.”

 Fanpage: https://www.facebook.com/ghemassagetoanthanbestechvietnam

 Location: Số 574 Quang Trung, Hà Đông, Hà Nội

 Gmail: bestech.com.vn@gmail.com

Bestech is one of the leading massage chair brands in Vietnam recognized by APF as the top 10 famous brands in the Asia-Pacific region in 2021 The company has 69 showrooms nationwide from North to South.

Table 3.1: List of showrooms of Bestech Vietnam

Bestech Ha Dong Bestech Buon Ma Thuot Bestech Can Tho

Bestech Long Bien Bestech Bao Loc Bestech Rach Gia

Bestech Cau Giay Bestech Da Lat Bestech Bac Lieu

Bestech Hai Ba Trung Bestech Quang Nam Bestech Ben Tre

Bestech Thanh Xuan Bestech Quy Nhon Bestech My Tho

Bestech Ha Long Bestech Quang Binh Bestech Cao Lanh

Bestech Viet Tri Bestech Hue Bestech Vinh Long

Bestech Quang Ninh Bestech Nghe An Bestech Ba Ria Vung Tau

Bestech Hoa Binh Bestech Da Nang Bestech Tay Ninh

Bestech Ha Nam Bestech Binh Phuoc

Bestech Thai Nguyen Bestech Binh Duong

Bestech Lao Cai Bestech Soc Trang

Bestech Vinh Phuc Bestech An Giang

Bestech Ninh Binh Bestech Ho Chi Minh

Bestech Nam Dinh Bestech Phu Quoc

Table 3.2: List of High-end Massage Chair of Bestech Viet Nam

Massage Chair B – FC686  Color: Black

 Safe installation: Overheat, over current, over voltage protection.

Massage Chair B – 433  Color: Black & Red

Massage Chair B – 488  Color: Black, Brown, Blue

Massage Chair B – 499  Color: Purple, yellow, grey

Massage Chair B – 688  Color: White, blue

Massage Chair B – 700  Color: Purple, brown, orange, white

Massage Chair B – 701  Color: Purple, yellow, grey

Massage Chair B – 813  Color: Purple, yellow, grey

Massage Chair B – 950  Color: Purple, yellow, grey

Massage Chair F - 123  Color: Brown, yellow

High-end products are offered with 1 treadmill priced at 10,000,000 VND and 1 eye massage machine priced at 2,000,000 VND for products over 60,000,000 VND If the customers does not take the gift, it will be deducted directly from the product price

Table 3.3: List of Mid-range Massage Chair of Bestech Viet Nam

Massage Chair B – 718  Color: Black, grey, brown

Mid-range products are offered with a bicycle priced at VND 5,000,000 If the customers does not take the gift, it will be deducted directly from the product price.

Table 3.4: List of Low-price Massage Chair of Bestech Viet Nam

Massage Chair B – 888  Color: Grey, black

Low-price products are offered with a bicycle priced at VND 3,000,000 If the customers does not take the gift, it will be deducted directly from the product price.

 Leather chair warranty for 2 years

 20 year warranty on frame and base

 Free shipping and installation nationwide

 Return > 80% of chair value within 2 years

Support customers with 0% interest installment payment: This policy is difficult for any massage chair company to apply in the market Bestech supports customers to the fullest by supporting 2 forms of installment purchase 0% interest installment payment via international credit cards (Credit cards) of banks:Sacombank, HSBC, Shinhan Bank, Techcombank, VIB Bank, Maritimebank, FECredit, TPbank, SCB, Seabank and Eximbank Interest installment payments of financial companies: Home Credit, FE Credit and HD Saison.

Data collection

Secondary data was collected through reference to previous research reports, and I used the information on the Internet for research purposes

In addition, I also learned directly through social networking sites of Bestech:

Facebook: https://www.facebook.com/ghemassagetoanthanbestechvietnam

For the qualitative method, I use the method: Customers interview and sales force Interview

Preparing for the interview process: Audio and video recording equipment ensures full capture of the information.

1 Which massage chair brands do you know?

2 Have you bought a massage chair yet?

3 Have you ever heard of Bestech or the Massage Chair of Bestech? Where did you know about it?

4 Do you think massage chairs are really necessary for you and your family?

5 How much money can you spend on a massage chair?

6 What is the purpose of buying your massage chair? As a gift for parents, use for yourself, display,

7 What is the biggest influence when you buy a massage chair?

8 What other factors influence your purchase intention?

9 Are you ready to buy Massage chair at Bestech?

From the prepared questionnaire, I conducted the interview and obtained the following results:

 Truong Long Nhat: He is a officer and 28 years old He has learned about many reputable massage chair brands such as Fuji, Kingsport, Atochi, and he also knows Bestech through Facebook ads He bought a massage chair to use and gave it to his parents Massage chair is very necessary for his family because his parents are old and often have joint pain, so is he because of the specific job that requires a lot of sitting and he often practices sports, so he needs to buy one Massage chair for relaxation The most important factor influencing his decision to buy a massage chair was the price and the warranties He can pay an amount from 15,000,000 VND to 20,000,000 VND to buy a massage chair He will go to Bestech store to experience the product before making a buying decision.

 Nguyen Anh Duc: He is 62 years old, retired and currently farming at home He is a customers who comes to Bestech Quang Binh store to experience the product He has never bought a massage chair and doesn't know much about massage chair brands Because I often have shoulder pain and insomnia, I decided to buy a Massage chair to support my health He wanted to find a high-end Massage line that had voice control and was easy to use Especially the warranty and brand are the deciding factors The budget he can spend is around 30,000,000 VND.

1 What factors do customers usually pay attention to when buying massage chairs at Bestech stores?

2 Which product line is most popular with customers? Why?

3 Budget customers willing to buy Massage chair?

5 Do product features influence customers purchase intention?

6 Customers have difficulties when using massage chair products at Bestech store?

7 Customers often make purchasing decisions at the store?

From the prepared questionnaire, I conducted the interview and obtained the following results:

 Pham Vu Linh Chi: She has been an employee at Bestech for 2 years and has ordered the Best seller of Bestech Quang Binh 3 times She said price and product features are what customers care most about Customers prefer high-end product lines priced from VND 40,000,000 - VND 60,000,000 because this product line has many optimal functions, beautiful designs and integrated voice control. Besides, customers are often concerned about the quality of cheap products. Customers of Bestech Quang Binh store are usually people aged 45-65 years old and almost no one has difficulty using products at the store More than 60% of customers decide to buy a product after listening to the advice of the staff at the store The rest often need to consult with relatives or products of rival stores

3.2.2.2 Quantity method a) Building the scale

Table 3.5: The observed variables of Product Feature factor

PF1 Massage Chairs at Bestech are the best Mesay (2013)

PF2 Massage chairs at Bestech have many intensive massage lessons

PF3 Electronic control panel is easier to use than mechanical control panel

PF4 I prefer massage chairs with movable rollers over fixed rollers

PF5 Massage chair at Bestech has a luxurious design Mesay (2013) PF6 Massage chairs at Bestech are very easy to use Mesay (2013)

Table 3.6: The observed variables of price factor

PR1 Massage chairs in Bestech are affordable Jurnal (2019) PR2 Price is an important factor in my intention to buy a massage chair

PR3 Prices are clearly listed Ninh & Oanh

Table 3.7: The observed variables of Usefulness factor

U1 Massage chair helps me reduce body pain Author adapted from the research of Dung (2022) U2 Bestech massage chair brings many benefits for me Author adapted from the research of Dung (2022) U3 Massage chair is very useful for my family Author adapted from the research of Dung (2022)

Table 3.8: The observed variables of Brand Image factor

Variable Definition Source B1 I like to buy Massage chair at Bestech because

Bestech is a prestigious Massage brand

B2 I like to buy Massage chair at Bestech because

B3 I like to buy Massage chair at Bestech because

Bestech is a long-standing brand

Ahasanul Haque, Naila Anwar et al (2017)

B4 I like to buy Massage chair at Bestech because

Bestech is popular Massage brand

Table 3.9: The observed variables of Social Influence factor

S1 Friends and relatives think I should buy a Massage

S2 I intend to buy massage chairs at places recommended by friends and relatives

Ahasanul Haque, Naila Anwar et al (2017)

S3 The media often mentions buying massage chairs at

Table 3.10: The observed variables of Sale Promotion factor

P1 I got to know Bestech through social media ads Ninh & Oanh

(2015) P2 Promotions at Bestech are very attractive Jurnal (2019)

P3 I will buy Massage chairs at Bestech when there is a promotion

Ahasanul Haque, Naila Anwar et al (2017)

Table 3.11: The observed variables of Customers’ purchase intention factor

CI1 I will continue to shop at Bestech Ninh & Oanh

(2015) CI2 I will refer your friends to buy at Bestech Jurnal (2019)

CI3 I will start learning about Massage chairs at

 Check the reliability of the scale

Cronbach's alpha coefficient is a coefficient that allows evaluating whether it is appropriate if given certain observed variables that belong to a research variable (latent variables, factors) Hair et al (2006) give the following evaluation rules:

< 0.6 The factor scale is not appropriate

>= 0.95: Acceptable but not good, should consider observed variables that may have the phenomenon of “coincidence” That is, there is a possibility of redundant observed variables in the scale.

If a measurement variable has a correlation coefficient of the total variable (Corrected Item - Total Correlation) greater than or equal to 0.3, that variable meets the requirements (Nunnally, J (1978).

According to Hair & ctg (1998), factor analysis is a statistical analysis method used to reduce a set of many observed variables into a group so that they are more meaningful but still contain most of the information of the original variable.

Factor loading is the criterion to ensure the practical significance of EFA:

• Factor loading > 0.3 is considered the minimum level

• Factor loading > 0.4 is considered important

• Factor loading > 0.5 is considered to be of practical significance

The condition for exploratory factor analysis is to satisfy the following requirements:

- 0.5 ≤ KMO ≤ 1: KMO coefficient (Kaiser-Meyer-Olkin) is the index used to consider the suitability of factor analysis A considerable KMO value is appropriate for factor analysis.

- Bartlett test has statistical significance (Sig < 0.05): This is a statistical quantity used to consider the hypothesis that the variables are not correlated in the population If this test is statistically significant (Sig < 0.05), the observed variables are associated with each other in the population.

- Percentage of variance > 50%: This shows the percentage variation of the observed variables Considering the variation is 100%, this value tells how much the factor analysis explains.

Pearson correlation analysis is performed between the dependent variable and the independent variables to confirm a linear relationship between the dependent variable and the independent variables, then using linear regression analysis is appropriate The closer Pearson's absolute value is to 1, the more closely these two variables are linear correlation At the same time, it is also necessary to analyze the correlation between the independent variables to detect the close correlations between the independent variables Because it can affect the results of regression analysis by causing multicollinearity (Trong and Ngoc, 2005).

After concluding that the two variables have a linear relationship with each other, this relationship can be modeled by linear regression (Trong and Ngoc, 2005).

Sample selection

The sample will be selected by Convenience Sampling, one of the non- probability sampling methods

According to Hair et al (2014), the minimum sample size to use EFA is 50, preferably 100 or more The ratio of observations to an analytic variable is 5:1 or 10:1, some researchers suggest that this ratio should be 10:1Therefore, it is valid for me to collect data through interviews using a questionnaire with 220 respondents.

The research object is people living in Quang Binh aged 25-60 who are intending to buy massage chairs

The survey was conducted by a combination of methods including designing a questionnaire using Google Form and sending it by link for respondents to answer online.

Designing questionnaire

The questionnaire consists of 4 parts.

Part 2: The screening part of the surveyors.

Part 3: This part includes questions to survey the influence of 4 factors the author proposed earlier.

Data analysis methods

 Check the reliability of the scale

In theory, variables and measures can be built from theories and research works, but in reality, there may be unnecessary measures To test this, use Cronbach's Alpha through the following two coefficients:

(1) Cronbach's Alpha coefficient: Indicates the reliability of each factor This coefficient allows to evaluate whether it is appropriate to include certain measures belonging to a variable The coefficients have the following rules:

 < 0.5: that factor is not suitable, maybe in the research environment the subject does not feel that factor.

 0.9: Acceptable but not good, there may be overlapping phenomenon.

(2) Total correlation coefficient (Corrected Item-Total Correlation):

Shows the degree of association of one observed variable with the other observed variables It shows the contribution of the observed variable to the factor Requires measures > 0.4, any observed variable that is not suitable will be eliminated.

Exploratory factor analysis (EFA) is one of the statistical analysis methods used to reduce a set of many interdependent observed variables into a single factor so that they are more meaningful but still contain most of the data information of the original set of variables Authors Mayers, L.S., Gamst, G., Guarino A.J (2000) exploratory factor analysis related to the following indicators:

KMO index: Test the suitability of factor analysis KMO index > 0.5, exploratory factor analysis is appropriate, but if 1 are kept in the model.

Variance explained criteria: Indicate how much the factors in the model explain the percentage of the variation of the model This index must be > 50% to be appropriate.

Factor loading: It is the single correlation coefficient between the scales and the factors The larger this coefficient shows the close relationship between the scales and the factors This coefficient with a small number of samples must be > 0.5

 Analysis of regression and correlation models

Correlation analysis to test the relationship between variables through Sig If Sig < 0.05, there is a relationship between the variables, the variables that have a relationship with the dependent variable are selected to run the regression model.

Regression analysis to determine the relationship between the dependent variable and the independent variables Some of the statistical quantities considered in the regression model are:

The higher the Adjust R-square coefficient, the more statistically significant the model is

Beta coefficient: Shows the relationship between the independent variable and the dependent variable or the degree of volatility of the dependent variable when there is a change in the independent variable.

Chapter 3 provides an overview of the history of the establishment, its mission, goals, and basic information about Bestech Then is a detailed description of the research methodology The research process used qualitative research methods and quantitative research methods The qualitative method is through a direct personal interview technique The quantitative method is through interviews by questionnaires Chapter 3 also presents the parts related to the quantitative research process such as: the construction of interview questionnaires, sample design, data collection, technical introduction in SPSS, and requirements for data analysis.

Descriptive samples

I conducted a survey with a sample size of 220 customers in Quang Binh who bought and intended to have a Massage chair about the factors affecting their purchase intention.

After I am carefully check and eliminating the error surveys, exactly 215 tables were obtained, equivalent to a 95% rate Thus, the number of valid questionnaires that were appropriate and included in the analysis was 215 The survey was rejected because: Customers do not intend to buy massage chairs in the future.

Demography characteristics

The number of individual customers participating in the survey is quite different according to different age groups The age group under 25 years old accounted for the lowest percentage (13%) followed by the age group from 35-60 years old (16.7%) The two age groups with the highest proportion are 25-35 years old, accounting for 32.6% and people more than 60 years old accounting for 37.7%.

Picture 4.1: Diagram of Age 4.2.2 Gender group

Regarding gender, the number of female customers participating in the survey was lower than that of male individual customers, but the difference was not too much Specifically, there are 108 male customers participating in the survey,equivalent to 52.2% and 100 female customers participating in the survey,equivalent to 46.5% In addition, customers of other genders accounted for a very small proportion of 3.3%.

Female Male Other 4th Qtr

Picture 4.2: Diagram of Gender 4.2.3 Location

Regarding the location of the survey subjects, in general, the survey subjects are distributed throughout Quang Binh province and a very small part in other places (1.4%) Dong Hoi, Le Thuy and Bo Trach are the 3 localities with the overwhelming percentage of customers participating in the survey with 24.2%, 39.1% and 19.1% respectively In other places, the percentage of customers participating in the survey is relatively small and not too different, of which: Quang Ninh 3.7%, Minh Hoa3.3%, Tuyen Hoa 3.7%, Quang Trach 3.3 % and Ba Don 2.3%

Bo Trach Quang Ninh Minh Hoa Tuyen Hoa Quang Trach

Picture 4.3: Diagram of Location 4.2.4 Total Income group

For Total Income: Surveyed customers mainly have a total income of 16-20 million VND/month, accounting for 42.3% Next comes people with income over 20 million VND/month, accounting for 29.8%; the number of customers with total income from 11-15 million VND/month accounted for 15.3% Customers with income from 5 to 10 million VND/month account for the lowest proportion, only about 5%, followed by customers with income below 5 million, accounting for 7%.

Through the survey, I found that the customers participating in the survey work in many different fields The ratio between occupations is generally not too different, only the customers group is workers, accounting for the smallest proportion of 7% The highest proportion are retirees with 31.6%, followed by officers with 22.8% Workers and freelancers also accounted for a relatively high proportion, at 18.1% and 20.5%, respectively

OfficerMerchantWorkerFreelancerRetire

Testing the reliability

4.3.1 Testing the reliability of the scale for the Product Feature factor

The reliability test of the scale for the Product feature factor shows that the Cronbach's Alpha coefficient of 0.943 is greater than 0.6, and the total correlation coefficient is greater than 0.3, showing that the Product feature scale is measured by

6 observed variables: PF1, PF2, PF3, PF4, PF5, PF6 are perfectly matched.

Table 4.1: The result of testing the reliability of the scale for the Product feature

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted PF1-Ghe Massage o

PF2-Toi thich ghe Massage co dieu khien bang giong noi?

PF4-Toi thich ghe Massage co con lan di chuyen hon con lan co dinh?

Bestech co thiet ke sang trong

Bestech rat de su dung? 16.5116 29.101 870 928

4.3.2 Testing the reliability of the scale for the Price factor

With Cronbach's Alpha coefficient of 0.897, greater than 0.6, the coefficients of total correlation greater than 0.3, and all of Cronbach’s Alpha if item Deleted 0.5 with a significance level of 0 (Sig.=0.000) shows that the EFA factor analysis is appropriate The total variance extracted (Rotation Sums of Squared Loadings) is 79.958%, which proves that about 80% of the variation of the data is explained by 6 new groups of factors created after EFA analysis The coefficient representing the variation explained by each factor (Eigenvalue) reached over 1,029 > 1, satisfying the requirements The data after rotation shows that 22 observed variables belonging to 6 groups of independent factors have changed the positions of variables but it is still in the groups of factors that the author has given before.

=> Therefore, the criteria when using factor discovery analysis are suitable for the research data set.

4.5.2 EFA analysis for dependent factors

Table 4.12 Test results of KMO and Bartlett coefficients with dependent variable

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .746

Table 4.13 The results of the explanation of the total variance extracted from the dependent variable

Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

Extraction Method: Principal Component Analysis.

Table 4.14: Results of EFA analysis of dependent factor scale

Component 1 CI1-Toi se tiep tuc mua ghe

CI2-Toi se gioi thieu ban be va nguoi than mua ghe

CI3-Toi se mua ghe

Massage tai Bestech trong tuong lai

The analysis results show that the coefficient KMO = 0.746 > 0.5 with a significance level of 0 (Sig.=0.000) shows that the EFA factor analysis is appropriate The Rotation Sums of Squared Loadings is 82.17% indicating that about 82% of the variation of the data is explained by the Customer purchase intention group The coefficient representing the variation explained by each factor(Eigenvalue) reached over 2,465 > 1, satisfying the data requirements.

Correlation analysis

The correlation coefficient indicates a two-way relationship between each pair of variables The larger the correlation coefficient, the stronger the relationship between the two variables and vice versa At the same time, with a positive coefficient indicating a positive relationship between pairs of variables, a negative coefficient found a negative relationship between the two variables.

The correlation coefficient indicates the degree of correlation between the independent variable and the dependent variable, as measured by Pearson's absolute value The closer this value is to 1, the more closely the two variables are correlated. Based on the correlation matrix in Table 4.11, we see a linear correlation between the dependent variable CI (y dinh) and the independent variables PF (Tinh nang), U (Su huu ich), B (Brand), S (Anh huong xa hoi), PR (Gia), P (Quang cao) all have Sig significance level < 0.05 The correlation coefficient (Pearson Correlation) between the dependent variable CI and the independent variable PR is the highest with the value 0.638, followed by the variable P with the value 0.582, S with the value 0.574,

U with the value 0.525, PF with a value of 0.441 and B with a value of 0.437.

However, the correlation coefficient is insignificant in evaluating the regression (one-way) impact of the independent variables on the dependent variable. Therefore, the author conducts regression analysis to clarify the effect of the independent variables on the dependent variable.

Y dinh Tinh nang Su huu ich

** Correlation is significant at the 0.01 level (2-tailed).

* Correlation is significant at the 0.05 level (2-tailed).

Linear Regression

After checking the correlation between variables, the author used multiple linear regression to test the model affecting the decision of individual customers to save money The dependent variable was identified as the adaptive variable, while the remaining 6 variables were identified as the independent variable These variables are presented in the following linear regression model:

CI =ε + β 1 PF+β 2 U+β 3 B+β 4 S+β 5 PR+β 6 P Detail: ε: Constant, βi: Regression coefficients of the independent variablei: Regression coefficients of the independent variable

Table 4.16: The result of Linear Regression

Standardized Coefficients t Sig Correlations Collinearity

Beta Zero-order Partial Part Tolerance VIF

Quang cao 177 032 259 5.539 000 582 337 219 718 1.394 a Dependent Variable: Y dinh

Std Error of the Estimate

1 789 a 623 614 356 623 66.153 6 240 000 1.724 a Predictors: (Constant), Tinh nang, Su huu ich, Thuong hieu, Anh huong xa hoi, Gia, Quang cao b Dependent Variable: Y dinh

The results show that the variables Product feature (PF); Usefulness (U); Social influence (S), Price (PR) and Sale Promotion (P) have the main impact on parental choice (sig are both less than 0.05) The remaining factor is Brand (B) which have no impact on parental choice (sig greater than 0.05).

Through the normalized beta coefficient, it shows that the Price factor (PR) has the strongest impact on the customers purchase intention (normalized beta coefficient is 0.282); The second most powerful variable Sale Promotion (P) is 0.177; Next is the Social influence factor S (0.153) and the Usefulness (0.122) and finally the factor with the weakest impact is the Product feature (0.096).

With the F-test with sig equal to 0.000, the model has at least one significant variable.

The VIF coefficients are all less than 2, showing that the model does not exist in multicollinearity.

Adjusted R Square by 0.623 shows that the model explains 62.3% of the change in the decision to use through 5 factors: Price, Sale Promotion, Social influence, Usefulness, Product feature.

The standard beta gives us the importance of each independent variable to the dependent variable Here, the importance of the variables in descending order relative to the dependent variable is: PR => P => S => U => PF

Picture 4.6: Final adjusted research model

Based on the results of the regression equation, it shows that the factors are positively correlated with the customers’ intention:

 When other factors are constant, the factor “Price” increases by 1 unit, customers’ purchase intention increases to 0.282 units.

 When other factors are constant, the factor "Sale Promotion" increases by 1 unit, customers’ purchase intention increases to 0.177 units.

 When other factors are constant, the factor "Social Influence" increases by 1 unit, customers’ purchase intention increases to 0.153 units.

 When other factors are constant, the factor "Usefulness" increases by 1 unit, customers’ purchase intention increases to 0.122 units.

 When other factors are constant, the factor "Product feature" increases by 1 unit, the customers’ purchase intention increases to 0.096 units.

Chapter 4 presents in detail the results of research on factors affecting the intention to buy massage chairs of customers Based on the sample of survey data collected, it was entered into SPSS software for analysis This chapter presents about testing the reliability of the scale, exploratory factor analysis EFA, analysis of the relationship of each pair of variables, regression, etc From the initial 6 factors, after going through the research steps Research has found 5 main factors affecting customers' intention to buy massage chairs as follows: Price, Sale Promotion, SocialInfluence, Product feature and Usefulness.

Conclusion

This study measures the factors affecting the intention to buy massage chairs of customers at Bestech store in Quang Binh Based on the theory of customers behavior and practical experience of previous studies, the author has built a research model and used qualitative and quantitative research methods to achieve the results.The research model includes 6 factors affecting the decision of individual customers, including: Product feature, Brand, Price, Social Influence, Usefulness,Sale Promotion The dependent variable is Customers’ purchase intention with a total of 22 observed variables After evaluating the reliability of the scale and factor analysis, the results show that these 22 observed variables are grouped into 6 factors and included in the regression analysis During the regression analysis, the Brand factor was removed because the Sig condition was not satisfied (not less than 0.05).The results of the multivariate regression analysis determined that the customers’ purchase intention is influenced by 5 factors including: Price -> Sale Promotion ->Social Influence -> Usefulness -> Product feature.

Hình 5.1 The Model of factors affecting customers' intention to buy

Massage chairs at Bestech Quang Binh store

Through regression analysis, groups of factors affecting individual customers' decisions have been identified and sorted in descending order of influence. Specifically, the factors that have the most influence on customers' intention to buy Massage chairs at Bestech Quang Binh stores include: Price (β = 0.282), Sale Promotion (β = 0.177), ), Social Influence (β = = 0.282), Sales Promotion (β 0.177), 0.122), Usefulness (β = 0.122) and Product feature (β = 0.096)

The results of the hypothesis testing of the model show that all 6 initial factors in the model in Chapter 3 vary in the same direction with the dependent factor of customers’ purchase intention This helps the author to have a realistic view of the factors affecting customers' intention to buy Massage chairs and suggest measures to help the store overcome that difficulty.

Therefore, catching the influencing factors is very important so that the store can improve and enhance the quality of service, offer appropriate prices and attractive advertising and promotions to attract customers.

Suggestion

From the research results and through the statistics (means) of customers surveys presented in the appendix, the author would like to make some suggestions to help Bestech Quang Binh store improve business efficiency through retaining old customers, satisfying existing customers and attracting more new customers

With the coefficient β = 0.282, Price is the factor that has the greatest influence on customers' intention to buy Massage chairs at Bestech Quang Binh In order to set prices that are right for the customers as well as profitable for the store, I recommend the same strategy:

According to the survey in Chapter 4, it shows that 42.3% of customers have an income of 16-20 million VND / month and the amount that customers accept to spend to buy Massage chairs according to the survey is obtained from 20-30 million dong, accounting for the highest proportion with 37.2%; immediately followed by 32.6% for the amount from 30-40 million dong Therefore, the store should focus on selling mid-range and high-end massage chairs Limit low-priced products to save costs and storage

Gia tien ban chap nhan bo ra de mua ghe Massage?

Duoi 10 trieu Tu 10-20 trieu Tu 20-30 trieu Tu 30-40 trieu Tren 40 trieu

Picture 5.2: The price that customers accept to spend to buy Massage chairs

With a coefficient of β = 0.177, this is also a factor that has a strong impact on the purchase intention of customers that the store must pay special attention to. Most of the surveyed customers choose to buy products when there is a promotion, so the store needs to have attractive advertising and promotions to attract customers, but also need to be careful to avoid the market In case customers just wait for the promotion to buy I offer a few suggestions as follows:

Instead of direct discounts, stores can offer programs that indirectly promote customers purchase intentions such as Discount Vouchers for the next purchase, Vouchers for free product experience, Discounts for customers when referring friends to the store, buy 1 massage chair get 1 other product (treadmill, exercise bike, )

Regularly organize advertising/promotional programs and activities to stimulate demand and attract customers' attention Since Quang Binh is a price- sensitive market, price or product promotions will be an effective channel to attract customers to shop at stores.

In addition, Bestech should focus on promoting the brand on social networking sites by running ads, or distributing leaflets in crowded places, hanging banners at intersections to increase brand recognition.

With the coefficient β = 0.153, we show the importance of social influence with the intention to buy Massage chair of customers at Bestech store.

Referrals from others will increase the customers’ trust in the service Word of mouth information from relatives, friends or trusted media will increase customers' desire to use the service.

The third factor is "Social influence" which has the most natural effect of promoting the service, effective the trust of customers This is a very popular form of word of mouth marketing in Vietnam and around the world, applied all over the world This shows that the store should focus on improving customers service before and after purchase, after-sales services, training staff so that customers have the best buying experience At the same time, enhance brand image promotion as mentioned at 5.2.2

To spend a lot of money to own a massage chair causes many people to carefully consider the benefits that it brings Besides focusing on improving product quality to make the user experience easier and better, after-sales modes also need to be focused.

Although Product feature does not affect too much to the intention of customers to buy Massage chairs at Bestech Quang Binh store, because most massage chair brands on the market today have similar uses and designs However, this is also a factor that the store needs to consider improving to increase the competitiveness of the store.

The survey shows that most customers love the massage chair line with voice control and moving rollers, so the store should focus on developing this product line.

Focus on improving product lines that are easier to use and more friendly to customers to create sympathy The product should include many default intensive exercises to help customers have a better product experience.

Limitation of theme

In the process of carrying out the project research, the author has faced many constraints and limitations First, primary data collection through face-to-face interviews is not costly The sample size of the study was 220, in which the response rate was 95% In fact, only 215 observations were collected during the survey Due to the small sample size compared to the study size, the collected information is somewhat inaccurate compared to reality.

Furthermore, the research sample and data collection were mainly carried out in Dong Hoi City area and a small part in Le Thuy Research should change its approach towards target groups by expanding the research sample and context in future research.

The author also realizes that the study has only studied some basic factors, due to time, qualification and financial limitations, it may not be able to fully detect the factors that have the potential to affect the quality of life customers satisfaction.

In this study, the author focuses on analyzing some basic factors affecting customers' decisions about saving money However, the author also realizes that there are still many other factors that can affect customers satisfaction that have not been fully analyzed or understood.

Recommendation for future research 79 REFERENCES .X APPENDICES

The timeline must be extended to be able to collect data from a certain area or place, and this research topic can be investigated further Current market trends may vary from place to place in Quang Binh, leading to a change in the ratio between the independent variables.

Further studies need to be conducted to explain why Brand has no significant influence on Purchase Intent when customers buy Massage chairs at Bestech Quang Binh

This study should be used as a later reference to other studies on the same issue, to compare results, and as a reference to interpret other research findings related to this issue.

It is necessary to expand the research to more variables that can influence the purchase intention of customers such as Service (Dung 2022) and Trust (Ninh & Oanh 2015 and Dung 2022) Expanding the research area and the number of samples to increase the objectivity of the research results.

Consider using more research methods to increase the comprehensiveness and depth of research results.

1 al, A e (2015) Purchase Intention of Foreign Products SAGE Open, 2-5.

2 al, S M (2019) Factors influencing Customers Online Purchase intention Via Mobile App Sciendo, 175-205.

4 B Raditya, L Y (2019) Analysis of the effect of brand image, product quality and after-sales service on repurchase decision of samsung smartphones Russian Journal of Agricultural and Socio-Economic Sciences, 19-32.

5 Giang Huynh, D J (2014) Vietnamese Attitudes and Behavioural Patterns towards Counterfeit Brands Asean Marketing Journal, 89-104.

6 Manajemen, J D (2019) Factors Affecting Young Indonesian’s Intention to Purchase Counterfeit Luxury Goods The Decree of the Minister of Research,

7 Massoud Moslehpour (1018) e-Purchase Intention of Taiwanese

8 Narzin, T (2022, 2 17) Original research article Retrieved from Frontiers: https://www.frontiersin.org/articles/10.3389/fenrg.2022.837007/full

9 Santa, M (2013) Factors Affecting Customer Buying Behavior of Mobile Phone Devices MCSER publishing, 104-107.

10 Shibin Zhang (2020) Human and Environmental Aspects in Logistic and

Production Systems Design Retrieved from Hindawi: https://www.hindawi.com/journals/mpe/2020/5647383/

11 Suki, M (2016) Green product purchase intention British Food Journal, 2893-2910.

12 Walintukan, C (2018) The Effect of Product Quality, Sales Promotion and Social Influence on Customer Purchase Intention Education.edu, 4-13 Retrieved from https://www.academia.edu/38431323/The_Effect_of_Product_Quality_Sales _Promotion_and_Social_Influence_on_Customer_Purchase_Intention_pdf

13.Ya-Hui, C.-F (2014) Relationship between Brand & Purchase Intention The

International Journal of Business and Finance Research, 29-31.

1 Hoang Thi Dung (2022) Nghiên cứu hành vi mua sắm trực tuyến của người tiêu dùng Quảng Bình Tap Chi Cong Thuon.

2 Nguyen Hai Ninh & Dinh Van Oanh (2015) Nghiên cứu các nhân tố ảnh hưởng tới hành vi mua sắm tại siêu thị của người tiêu dùng Việt Nam Dai hoc Ngoai Thuong Ha Noi.

3 Hoang Trong & Chu Nguyen Mong Ngoc (2008) Phân tích dữ liệu nghiên cứu với SPSS 1 NXB Hong Duc TP HCM.

4 Hoang Trong & Chu Nguyen Mong Ngoc (2008) Phân tích dữ liệu nghiên cứu với SPSS 2 NXB Hong Duc TP HCM.

5 Vien Dao tao Quoc te-Dai hoc Duy Tan (2018), Mô hình UTAUT Goc hoc tap, 18/12/2018.

6 Philip Kotler – Kevin Keller (2013) Quản trị Marketing NXB Lao đong –

APPENDICES 01: (ENGLISH VERSION) Survey form factors affecting customers' intention to buy massage chair at Bestech store in Quang Binh.

I'm a student majoring in Business Administration, belonging to the Department of International School of Duy Tan University, and conducting a graduate dissertation Below is the questionnaire to collect data on factors affecting customers' intention to buy massage chair at Bestech store in Quang Binh I look forward to receiving your input Your contribution helps us to complete the research campaign quickly The process will take you about 5 minutes All of your personal information will be kept confidential Thank you for taking the time to complete this survey.

1 Do you intend to buy a Massage chair?

O No, I have no intention of buying

2 What are the purpose of your massage chair purchase?

3 What influences your decision to buy a massage chair?

4 What massage chair brands do you know?

5 What budget do you accept to buy massage chairs?

To what extent do you agree with each of following statements, please indicate your answer using the following 5 points scale where: 1= Strongly disagree; 2 = Disagree 3 = Neither agree nor agree; 4 = Agree; 5 = Strongly agree.

1 Massage Chairs at Bestech are the best

2 Massage chairs at Bestech have many intensive massage lessons

3 Electronic control panel is easier to use than mechanical control panel

4 I prefer massage chairs with movable rollers over fixed rollers

5 Massage chair at Bestech has a luxurious design

6 Massage chairs at Bestech are very easy to use

1 Massage chairs in Bestech are affordable

2 Price is an important factor in my intention to buy a massage chair

1 Massage chair helps me reduce body pain

2 Bestech massage chair brings many benefits for me

3 Massage chair is very useful for my family

I like to buy Massage chair at Bestech because Bestech is a prestigious Massage brand

2 I like to buy Massage chair at Bestech because Bestech is a foreign brand

3 I like to buy Massage chair at Bestech because Bestech is a long-standing brand

I like to buy Massage chair at Bestech because Bestech is popular Massage brand

1 Friends and relatives think I should buy a Massage Chair at Bestech

2 I intend to buy massage chairs at places recommended by friends and relatives

3 The media often mentions buying massage chairs at Bestech

1 I got to know Bestech through social media ads

2 Promotions at Bestech are very attractive

3 I will buy Massage chairs at Bestech when there is a promotion

1 I will continue to shop at Bestech

2 I will refer your friends to buy at Bestech

3 I will start learning about Massage chairs at Bestech

This section deals with personal information Please provide the following information to help classify and compare groups of survey subjects

3 Your total income per month?

Kính chào Anh/Chị, tôi tên Nguyee, hiện đang là sinh viên của trường đại học Duy Tân, Đà Nẵng Tôi đang nghiên cứu “ Những nhân tố tác động đến ý định mua ghế Massage Bestech tại cửa hàng ở Quảng Bình” Rất mong Anh/Chị dành ra khoảng 5 đến 10 phút để nói lên quan điểm của Anh/Chị đối với những phát biểu được đề cập trong Phiếu khảo sát

Thông tin cá nhân của Anh/ Chị sẽ được giữ bí mật hoàn toàn Thông tin khảo sát không nhằm mục đích thương mại Trong quá trình thực hiện phiếu khảo sát này, nếu Anh/Chị có bất kỳ thắc mắc nào, xin vui lòng liên lạc với tôi thông qua địa chỉ email: Nguyenlehongngoc.141@gmail.com

1 Bạn có ý định mua ghế Massage không?

O Có, tôi có ý định mua

O Có, tôi đã từng mua

O Không, tôi không có ý định mua

2 Mục đích mua ghế Massage của bạn là gì?

 Làm quà tặng (Bố mẹ, người thân,…)

3 Điều gì ảnh hưởng đến quyết định mua ghế Massage của bạn?

 Tính năng và chất lượng sản phẩm

 Dịch vụ chăm sóc khách hàng

4 Những thương hiệu ghế Massage mà bạn biết

5 Giá tiền bạn chấp nhận bỏ ra để mua ghế Massage?

Anh/chị vui lòng cho biết mức độ đồng ý hoặc không đồng ý cho các phát biểu sau đây bằng việc chọn một con số ở mỗi phát biểu

Từ trái sang phải, mức độ đồng ý của anh/chị sẽ tăng dần theo quy ước: 1 =

Hoàn toàn không đồng ý; 2 = Không đồng ý; 3 = Trung lập; 4 = Đồng ý; 5 = Hoàn toàn đồng ý

1 Ghế Massage ở Bestech rất tốt

2 Tôi thích ghế Massage có điều khiển bằng giọng nói

3 Ghế Massage ở Bestech có nhiều bài

4 Tôi thích ghế Massage có con lăn di chuyển hơn con lăn cố định

5 Ghế Massage ở Bestech có thiết kế sang trọng

6 Ghế Massage ở Bestech rất dễ sử dụng

1 Ghế Massage ở Bestech có giá hợp lý

2 Giá cả là yếu tố quan trọng đối với quyết định mua ghế Massage của tôi

3 Ghế Massage ở Bestech có giá niêm yết rõ ràng

1 Ghế Massage giúp tôi giảm đau nhức cơ thể

2 Ghế Massage giúp tôi ngủ ngon hơn

3 Ghế Massage rất hữu ích với gia đình tôi

1 Tôi thích mua ghế Massage ở Bestech vì Bestech là thương hiệu Massage uy tín

2 Tôi thích mua ghế Massage ở Bestech vì Bestech là thương hiệu nước ngoài

3 Tôi thích mua ghế Massage ở Bestech vì Bestech là thương hiệu lâu đợi

4 Tôi thích mua ghế Massage ở Bestech vì Besteh là thương hiệu phổ biến Ảnh hưởng xã hội

1 Bạn bè và người thân nghĩ rằng tôi nên mua Ghế Massage tại Bestech

2 Tôi có ý định mua hàng tại những nơi mà bạn bè người thân giới thiệu

3 Các phương tiện tuyền thông thường đề cập đến việc mua ghế Massage tại

Quảng Cáo và Khuyến Mãi

1 Tôi biết đến Bestech thông qua các quảng cáo trên mạng xã hội

2 Các chương trình khuyến mãi tại Bestech rất thu hút

3 Tôi will mua ghế Massage tại Bestech khi có khuyến mãi

1 Tôi sẽ tiếp tục mua hàng tại Bestech

2 Bạn sẽ giới thiệu bạn bè mua hàng tại

3 Tôi sẽ bắt đầu tìm hiểu về ghế Massage tại Bestech

III- Phần C : Nhân khẩu học

Phần này liên quan đến các thông tin cá nhân Xin Anh/ Chị cho biết một số thông tin sau để phục vụ cho việc phân loại và so sánh các nhóm đối tượng khảo sát.

NHẬN XÉT CỦA ĐƠN VỊ THỰC TẬP

1 Đơn vị thực tập: Công ty phát triển Công Nghệ Sức Khỏe Bestech chi nhánh Quảng Bình

2 Bộ phận thực tập: Nhân viên kinh doanh

Quảng Bình, ngày 3 tháng 5 năm 2023 Đơn vị thực tập

(Đơn vị kí xác nhận và đóng dấu)