Browse > Article
http://dx.doi.org/10.13106/jafeb.2021.vol8.no10.0165

Purchase Intention Towards Japanese Convenience Goods: A Cross-Sectional Study in Vietnam  

NGUYEN, Nga Thi Quynh (Foreign Trade University, Ho Chi Minh City Campus)
NGUYEN, Duong Tuan (College of Management, National Sun Yat-sen University, Foreign Trade University, Ho Chi Minh City Campus)
NGUYEN, Quynh Thi Phuc (Foreign Trade University, Ho Chi Minh City Campus)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.10, 2021 , pp. 165-176 More about this Journal
Abstract
The primary purpose of this study is to identify determinants influencing Vietnamese consumers' purchase intention towards Japanese convenience goods. The research model consisting of six factors affecting the dependent variable is proposed based on the Theory of Consumption Values and Theory of Perceived Value of purchase. This study employs a survey method in a convenient sampling method to collect data of target respondents. Data consisting of 180 samples was collected and analyzed using the SMARPLS3 software. The measurement model is assessed to confirm the validity and reliability of the construct, then hypotheses testing is performed with Bootstrapping analysis. The results demonstrated that five factors affect Vietnamese consumers' purchase intention towards Japanese convenience goods, including the price of the product, quality of the product, functional value, emotional value, and conditional value. Major findings of this study suggest that the functional value that consumer perceives about Japanese convenience goods has the most significant relationship with their purchase intention, followed by the quality of the product and the price of the product. Besides, emotional value and conditional value have a moderate influence on consumers' purchase intention. Whereas the influence of the epistemic value of the product on consumers' purchase intention is insignificant in this presented study.
Keywords
Convenience Goods; Japan; Perceived Value; Purchase Intention; Vietnam;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8   DOI
2 Andrews, L., Kiel, G., Drennan, J., Boyle, M. V., & Weerawardena, J. (2007). Gendered perceptions of experiential value in using web-based retail channels. European Journal of Marketing, 41(5/6), 640-658. https://doi.org/10.1108/03090560710737660   DOI
3 Boonsiritomachai, W., & Sud-On, P. (2020). Increasing purchase intention and word-of-mouth through hotel brand awareness. Tourism and Hospitality Management, 26, 265-289. https://doi.org/10.20867/thm.26.2.1   DOI
4 Calvo-Porral, C., & Levy-Mangin, J. P. (2017). Store brands' purchase intention: Examining the role of perceived quality. European Research on Management and Business Economics, 23(2), 90-95. https://doi.org/10.1016/j.iedeen.2016.10.001   DOI
5 Nguyen, N. T., Nguyen, L. H. A., & Tran, T. T. (2021). Purchase behavior of young consumers toward green packaged products in Vietnam. The Journal of Asian Finance, Economics, and Business, 8(1), 985-996. https://doi.org/10.13106/jafeb.2021.vol8.no1.985   DOI
6 Nguyen, T. K. C., Nguyen, D. M., Trinh, V. T., Tran, T. P. D., & Cao, T. P. (2020). Factors affecting intention to purchase green products in Vietnam. The Journal of Asian Finance, Economics, and Business, 7(4), 205-211. https://doi.org/10.13106/jafeb.2020.vol7.no4.205   DOI
7 Tanrikulu, C. (2021). Theory of consumption values in consumer behavior research: A review and future research agenda. International Journal of Consumer Studies, 51(4), 31-56. https://doi.org/10.1111/ijcs.12687   DOI
8 Ghalandari, K., & Norouzi, A. (2012). The effect of country of origin on purchase intention: The role of product knowledge. Research Journal of Applied Sciences, Engineering Technology, 4(9), 1166-1171. https://maxwellsci.com/print/rjaset/v4-1166-1171.pdf
9 Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1-10. https://doi.org/10.4018/ijec.2015100101   DOI
10 Ministry of Planning and Investment. (2019). Brief on foreign direct investment of 2018. Retrieved from http://www.mpi.gov.vn/en/Pages/tinbai.aspx?idTin=41941&idcm=122
11 Pai, F. Y., Chen, C. P., Yeh, T. M., & Metghalchi, M. (2017). The effects of promotion activities on consumers' purchase intention in chain convenience stores. International Journal of Business Excellence, 12(4), 413-432. https://www.inderscience.com/info/inarticle.php?artid=85005   DOI
12 Sanchez-Fernandez, R., & Iniesta-Bonillo, M. A. (2007). The concept of perceived value: a systematic review of the research. Journal of Public policy, 7(4), 427-451. https://doi.org/10.1177/1470593107083165   DOI
13 Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110.
14 Nguyen, P. N. D., Nguyen, V. T., & Vo, N. N. T. (2019). Key determinants of repurchase intention toward organic cosmetics. The Journal of Asian Finance, Economics, Business, 6(3), 205-214. https://doi.org/10.13106/jafeb.2019.vol6.no3.205   DOI
15 Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327   DOI
16 Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T   DOI
17 Alex, J., & Thomas, J. (2014). Brand credibility and purchase intention among users of shopping and convenience goods: The moderating role of brand involvement. Indian Journal of Marketing, 44, 17-24. https://doi.org/10.17010/ijom/2014/v44/i4/80386   DOI
18 Vu, P. A., Phan, T. T. H., & Cao, T. K. (2015). An exploratory investigation into customer perceived value of food products in Vietnam. International Business Research, 8(12), 1. https://doi.org/10.5539/ibr.v8n12p1   DOI
19 Putra, G. K., & Harijanto, R. (2015). The impact of customer value proposition towards purchase intention of Chesa Cup. iBuss Management, 3(2), 241-251. https://media.neliti.com/media/publications/183342-EN-the-impact-of-customer-valueproposition.pdf
20 Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295-336). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.
21 Pham, T. H., Nguyen, T. N., Phan, T. T. H., & Nguyen, N. T. (2019). Evaluating the purchase behavior of organic food by young consumers in an emerging market economy. Journal of Strategic Marketing, 27(6), 540-556. https://doi.org/10.1080/0965254X.2018.1447984   DOI
22 Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394-409. https://doi.org/10.1016/j.tourman.2004.11.007   DOI
23 Thomas, J. J. I. (2014). Brand credibility and purchase intention among users of shopping and convenience goods: The moderating role of brand involvement. 44(4), 17-24. https://doi.org/10.17010/ijom/2014/v44/i4/80386   DOI
24 Crosno, J. L., Freling, T. H., & Skinner, S. J. (2009). Does brand social power mean market might? Exploring the influence of brand social power on brand evaluations. Psychology & Marketing, 26(2), 91-121. https://doi.org/10.1002/mar.20263   DOI
25 Wu, S. I., & Chang, H. L. (2016). The model of the relationship between the perceived values and the purchase behaviors toward innovative products. Journal of Management Strategy, 7(2), 31-45.
26 Yang, J., Ma, J., Arnold, M., & Nuttavuthisit, K. (2018). Global identity, perceptions of luxury value and consumer purchase intention: a cross-cultural examination. Journal of Consumer Marketing, 35(5), 533-542. https://doi.org/10.1108/JCM-02-2017-2081   DOI
27 Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple-item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0   DOI
28 Wang, E. S. T. (2010). Impact of multiple perceived value on consumers' brand preference and purchase intention: A case of snack foods. Journal of Food Products Marketing, 16(4), 386-397. https://doi.org/10.1080/10454446.2010.509242   DOI
29 Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398-406. https://doi.org/10.1016/j.jbusres.2019.11.040   DOI
30 Choe, J. Y. J., & Kim, S. S. (2018). Effects of tourists' local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management, 71, 1-10. https://doi.org/10.1016/j.ijhm.2017.11.007   DOI
31 David Garson, G. (2016). Partial least squares: Regression & structural equation models. Raleigh, NC: Statistical Publishing Associates.
32 Lee, J. S., Lee, C.K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696. https://doi.org/10.1177/0047287510385465   DOI
33 Mothersbaugh, D. L., Hawkins, D. I., Kleiser, S. B., Mothersbaugh, L. L., & Watson, C. F. (2020). Consumer behavior: Building marketing strategy: McGraw-Hill Education.
34 Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312   DOI
35 Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433. https://doi.org/10.1007/s11747-011-0261-6   DOI
36 Hair, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123. https://doi.org/10.1504/IJMDA.2017.087624   DOI
37 Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Harlow, United Kingdom: Pearson education.