影響消費者購買意圖與購買行為之因素：以越南胡志明市年輕消費者購買外國咖啡行為為例

影響消費者購買意圖與購買行為之因素：以越南胡志明市年輕消費者購買外國咖啡行為為例”在胡志明市進行。本研究的目的是確定影響胡志明市消費者選擇外國咖啡和消費者購買行為的因素。在此基礎上，建議為客戶制定質量越來越高的商業戰略，為提高國內咖啡企業的競爭力做出貢獻。研究方法是量化研究。本研究模型確定了影響選擇的3個因素：對外國咖啡選擇的態度、主觀規範、行為知覺控制。在研究中，調整和補充觀察到的量表變量。在研究定量分析中，進行描述性統計，檢查量表質量，EFA發現因子分析，回歸分析，相關分析。通過1-5級量表的詳細調查問卷，胡志明市的青年調查樣本數量為315個。使用統計數據的軟件是SPSS 25.0。期望得到的結果是對影響外國咖啡選擇的因素和消費者購買外國咖啡的行為進行分類，並指出真正影響顧客意圖的因素。然而，實際上，影響購買行為和購買外國咖啡的意圖的一些其他因素尚未包括在研究模型中。

關鍵字

態度；主觀規範；行為知覺控制；知覺財務控制；知覺品質；分銷密度；促銷；購買意圖；購買行為

並列摘要

The study is about ＂Factors Affecting Consumers' Purchasing Intentions and Purchasing Behavior: A Case Study of Consumers Buying Foreign Coffee in Ho Chi Minh City, Vietnam＂. This study has been researched at Ho Chi Minh city, Vietnam. The study aims to definite the factors affecting HCM customer intentions of foreign coffee and customer' purchasing behavior. Thence, proposing the business strategies, improving quality for customer and contribute competitiveness for domestic company. The quantity method was performed with EFA, Regression, Spearman test. The survey was conducted with 315 samples based on the young people at HCM city via the five scale questionnaire. The data was analyzed with SPSS 25.0. The study used quantity method. The model of the study involves 7 factors: the attitude toward foreign coffee choice, subjective standards, cognitive control and financial behavior, perceived quality, network and promotion. The quantity method was performed to adjust variables for the scale. As the result, the model with 7 factors was classified to find out these factors affect customer intentions of foreign coffee and customer' purchasing behavior at HCM city. Actually, some other factors is not still mentioned in the study.

並列關鍵字

Attitude ； Subjective standards ； Perceived Behavior Control ； Perceived Financial Control ； Perceived Quality ； Network ； Promotion ； Behavior Intention ； Purchasing Behavior

參考文獻

高明瑞、洪振超、黃啟誠，(2003)，生態旅遊行為模式研究，戶外遊憩研究，16(2)，23-48。 doi: 10.6130/JORS.2003.16(2)2

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. doi: 10.1016/0749-5978(91)90020-T

Baker, D. A., and Crompton, J. L. 2000. Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27 (3): 785-804. doi: 10.1016/S0160-7383(99)00108-5

Bhuian, S.N. (1997), “Marketing Cues and Perceived Quality: Perceptions of Saudi Consumers Toward Products of The U.S., Japan, Germany, Italy, U.K, and France,” Journal of Quality Management, Vol2(2), pp.217-235. doi: 10.1016/S1084-8568(97)90004-3

Cronin, J. J., Brady, M. K. and Hult, T. M., 2000, “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, 76(2), pp.193-218. doi: 10.1016/S0022-4359(00)00028-2

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影響消費者購買意圖與購買行為之因素：以越南胡志明市年輕消費者購買外國咖啡行為為例

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