Buying Intention, Acceptability and Frequency of Purchase: Analyzing their Determinants using SEM

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2019-12-19 DOI:10.1504/IJEMR.2019.10013678

Davide Di Fatta, Navneet Gera, Nishith Kumar Mishra

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引用次数: 0

Abstract

Considering the growing relevance of Indian retail sector, this research aims to study the consumer buying behaviour towards national brands (NB). More in detail, this research shall explore the determinants of buying intention, acceptability and frequency of purchase developing a model for consumer buying behaviour toward NB. A structured questionnaire was provided to the respondents across Delhi (National Capital Region). At the first stage, exploratory factor analysis (EFA) has been used to test dimensionality of the data with the aim to produce a set of items reflecting the meaning of the relative construct. Then, structural equation modelling (SEM) has been implemented using AMOS in order to test the validity of the overall model and the relationships among the selected variables. Results revealed that consumer buying intention, acceptability and frequency of purchase brands are influenced by promotion, brand awareness and image. It is also interesting to note that loyalty is directly influenced by value for money. This relation provides useful implications: customer loyalty could be developed by managing reasonable price and quality for NB.

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购买意愿、可接受性和购买频率的影响因素分析

考虑到印度零售业的相关性日益增强，本研究旨在研究消费者对民族品牌（NB）的购买行为。更详细地说，本研究将探索购买意愿、可接受性和购买频率的决定因素，开发消费者对NB的购买行为模型。向德里（国家首都地区）的受访者提供了一份结构化问卷。在第一阶段，探索性因素分析（EFA）被用于测试数据的维度，目的是产生一组反映相关结构含义的项目。然后，使用AMOS进行结构方程建模（SEM），以测试整个模型的有效性以及所选变量之间的关系。结果表明，消费者的购买意愿、可接受性和购买品牌的频率受促销、品牌知名度和形象的影响。值得注意的是，忠诚度直接受到性价比的影响。这种关系提供了有用的启示：可以通过为NB管理合理的价格和质量来发展客户忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.