Factors Influencing Customer’s Purchasing Intentions of Fashion Bags in Offline Stores in China
คำสำคัญ:
Offline shopping, Fashion bags, Purchase intentionบทคัดย่อ
This research aims to (1) to understand the changing attitudes and behaviors of customers that may impact seller strategies in China and (2) to identify potential factors influencing customers' intention to purchase fashion bags in offline stores. The population of interest comprises individuals residing in China, and the sample consists of internet-enabled Chinese residents who voluntarily participated in the study. The study used convenience sampling to recruit 366 participants, and an online survey was conducted to collect data. The statistical analyses involved descriptive statistics, correlation analysis, and regression analysis. The findings indicated that the store's location, shop atmosphere, social identity, price, and product availability all positively affected customer purchase intentions. Based on these results, this study suggests implementing marketing strategies, particularly pricing, social identity, and location, to effectively penetrate the fashion bag market in China.
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