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

DUY TAN UNIVERSITY INTERNATIONAL SCHOOL Faculty of Management - Economics Vietnam - America (PSU) UNDERGRADUATE THESIS Major: Business Administration Đề tài: FACTORS AFFECTING CUSTOMERS' INTENTION TO BUY MASSAGE CHAIR AT BESTECH STORE IN QUANG BINH Full name : Nguyen Le Hong Ngoc Class : K25-QTH6 Mentor : PhD Ngo Hai Quynh Đà Nẵng, năm 2023 I ABSTRACT Health is an issue that people are concerned about today Therefore, more and more businesses provide products that help improve and support health In order to increase the competitiveness of Bestech in Quang Binh as well as help businesses better understand customer needs to improve and improve service quality For those reasons, I have chosen a research project: " Factors affecting customers' intention to buy massage chair at bestech store in Quang Binh." was conducted from February 2023 to May 2023 The primary survey was conducted through interviews with samples of 220 customers by Google form The purpose of this primary survey is to collect information for the research process Exploratory factor analysis (EFA) was used for the preliminary evaluation of the scales and linear regression analysis was performed to test the relationship between independent variables and dependent variable I use SPSS 20.0 software to process the data in this step The analysis results have confirmed that Product Feature, Price, Social Influence, Sale Promotion, Usefulness and Brand have a direct influence on the customer purchase intention II DISCLAIMER I certify that the attached thesis is my original work No other person’s work has been used without due acknowledgment Except where I have l clearly stated that I have used some of this material, it has not been presented by me for examination in any other course or subject at this or any other institution I understand that the work submitted may be reproduced and/or communicated for the purpose of detecting plagiarism I understand that should this declaration be false, I am liable to be penalized under the Duy Tan University regulations Signature: Date: III ACKNOWLEDGMENT It's time to put my knowledge to use after my time in school I decided to write my graduation thesis as a knowledge summary Teachers, family, and friends provided me with invaluable advice and support as I wrote this thesis I would like to begin by expressing my sincere gratitude to my teacher Ngo Hai Quynh, PhD, for her enthusiastic advice and support throughout the completion of my graduation thesis I also want to express my gratitude to the teachers who worked hard to pass along significant information that will both serve as the basis for the thesis-writing process and serve as a guide for the future I also want to express my gratitude to Duy Tan University's administration and departments for providing the necessary resources so that I could benefit from the chance to learn and develop in a conducive environment I want to express my gratitude to Bestech store at Quang Binh province for allowing me the chance to work, practice, and research to develop ideas and suggestions for the center I also want to express my gratitude to my family and friends for helping me finish my thesis Capacity restrictions and research-process flaws exist in my thesis I'd like to pay attention and take in the teacher's criticism to expand and better my knowledge Finally, I'd like to wish the faculty members of the Duy Tan University Board of Directors and functional departments good health and professional success Thank you sincerely! IV TABLE OF CONTENTS ABSTRACT I DISCLAIMER II ACKNOWLEDGMENT .III TABLE OF CONTENTS IV LIST OF TABLES IX LIST OF PICTURES XI CHAPTER 1: INTRODUCTION 1.1 STATEMENT OF THE PROBLEM 1.2 Specifying research objective 1.3 Research questions 1.4 Research scope and subject 1.4.1 Research scope 1.4.2 Research subject 1.5 Research Methods 1.5.1 Data collection method 1.5.2 Data analysis method 1.6 Structure of the research 1.7 Overview about research papers SUB-CONCLUSION CHAPTER CHAPTER 2: LITERATURE REVIEW 2.1 GENERAL THEORY 2.1.1 Definition 2.1.1.1 Massage Chair V 2.1.1.2 Customers purchase intention 10 2.1.1.3 Buying in the store 11 2.1.2 Theoretical basis for research model .11 2.1.2.1 The theory of customers behavior of Philip Koler 11 2.1.2.2 The buying decision process 12 2.1.2.3 The theory of reasoned action (TRA or ToRA) 13 2.1.2.4 Technology Acceptance Model (TAM) 14 2.2 Previous research 15 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 & Mr Dinh Van Anh .15 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 .16 2.2.3 According to the research: “Factors Affecting Young Indonesia's Intention to Purchase Counterfeit Luxury Goods” by Jurnal Dinamika Manajemen in 2019 17 2.2.4 According to the research: “Factors Affecting Customers Buying Intention of Mobile Phone Devices ” by Mesay Sata at Hawassa University in Ethiopia 18 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 20 2.3 Proposed research model .21 2.4 Hypotheses 24 VI 2.4.1 Relationship between Product Feature and Customers’ Purchase Intention 24 2.4.2 Relationship between Price strategy and Customers’ Purchase Intention .24 2.4.3 Relationship between Usefulness and Customers’ Purchase Intention 25 2.4.4 Relationship between Brand and Customers’ Purchase Intention 26 2.4.5 Relationship between Social Influence and Customers’ Purchase Intention 28 2.4.6 Relationship between Sale Promotion and Customers’ Purchase Intention 28 SUB-CONCLUSION CHAPTER 31 CHAPTER 3: COMPANY INTRODUCTION AND RESEARCH METHODOLOGY 32 3.1 Comapany introduction 32 3.1.1 Overview 32 3.1.2 Information about Bestech system 34 3.1.3 About Products in Bestech 34 3.1.3.1 High-end massage chair 34 3.1.3.2 Mid-range massage chair 39 3.1.3.3 Low-price massage chair 40 3.1.4 Warranty Policy .40 3.1.5 Payment policy 40 3.2 Data collection .41 3.2.1 Secondary data 41 3.2.2.1 Qualitative method 41 3.2.2.2 Quantity method .43 VII a) Building the scale .43 b) Data analysis .45 3.3 Sample selection 47 3.4 Designing questionnaire .47 3.5 Data analysis methods 47 SUB-CONCLUSION CHAPTER 50 CHƯƠNG 4: 51 RESEARCH RESULTS 51 4.1 Descriptive samples .51 4.2 Demography characteristics 51 4.2.1 Age group 51 4.2.2 Gender group 52 4.2.3 Location 53 4.2.4 Total Income group .54 4.2.5 Occupational group .55 4.3 Testing the reliability 56 4.3.1 Testing the reliability of the scale for the Product Feature factor 56 4.3.2 Testing the reliability of the scale for the Price factor 57 4.3.3 Testing the reliability of the scale for the Usefulness factor 58 4.3.4 Testing the reliability of the scale for the Brand factor 58 4.3.5 Testing the reliability of the scale for the Social Infuence factor 59 4.3.6 Testing the reliability of the scale for the Sale Promotion factor 60 4.2.7 Testing the reliability of the scale for the dependent variable (Customers’ purchase Intention) 61 4.4 Customers contemplations about factors 61 VIII 4.5 Exploratory factor analysis 63 4.5.1 Exploratory factor analysis for independent variables 64 4.5.2 EFA analysis for dependent factors 67 4.6 Correlation analysis .68 4.7 Linear Regression 70 SUB-CONCLUSION CHAPTER 73 CHAPTER 74 RESEARCH PROPOSAL 74 5.1 Conclusion 74 5.2 Suggestion 75 5.2.1 About Price 76 5.2.2 Sale Promotion 77 5.2.3 Social Influence .77 5.2.4 Usefulness .78 5.2.5 Product feature 78 5.3 Limitation of theme 78 5.4 Recommendation for future research 79 REFERENCES .X APPENDICES XII IX LIST OF TABLES NUMBE NAME PAGE R 2.1 3.1 Frequency of occurrence of factors List of showrooms of Bestech Viet Nam 21 33 3.2 List of High-end Massage Chair of Bestech Viet Nam 33 3.3 List of Mid-range Massage Chair of Bestech Viet Nam 37 3.4 List of Low-price Massage Chair of Bestech Viet Nam 38 3.5 The observed variables of Product Feature factor 42 3.6 3.7 The observed variables of price factor The observed variables of Usefulness factor 42 42 3.8 The observed variables of Brand Image factor 43 3.9 The observed variables of Social Influence factor 43 3.10 The observed variables of Sale Promotion factor 43 3.11 4.1 4.2 4.3 4.4 4.5 4.6 4.7 The observed variables of Customers’ purchase intention factor The result of testing the reliability of the scale for the Product feature The result of testing the reliability of the scale for the Price The result of testing the reliability of the scale for the Usefulness The result of testing the reliability of the scale for the Brand Image The result of testing the reliability of the scale for the Social Infuence The result of testing the reliability of the scale for the Sale Promotion The result of testing the reliability of the scale for the 44 55 56 57 58 58 59 60