Factors influence on customers' behavioral intention for visiting shopping mall in HCM city
Abstract
The purpose “of this research is to analyze and find out which factors influence on customers‟ behavioral intention for visiting shopping mall in HCMC. There are two shopping malls which are Vincom center and Aeon mall, are main context of this research. The conceptual framework was based on studies of literature review. There are five shopping mall‟s factors, they are product assortment, service quality, location, facility, and atmosphere which have positive influence on customers‟ behavioral intention. This research is using purposive sampling technique by distributing 300 questionnaires directly to customers who visited Vincom center and Aeon mall. Although there are 300 respondents, there are only 290 valid data was analyzed by Cronbach‟s alpha, EFA, Pearson correlation and Multiple linear regression method. As a result, location factor has the most significant influence on customers‟ behavioral intention while facility has the least significant influence on customers‟ behavioral intention. Besides, product assortment, service quality and atmosphere have significant influence on customers‟ behavioral” intention.