CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA GẠO LỨT ĐEN CỦA NGƯỜI TIÊU DÙNG ĐỒNG BẰNG SÔNG CỬU LONG

Abstract

This study examined the impact of factors on consumers' intention to buy black rice through a survey of 350 people in the Mekong Delta region. Cronbach's Alpha reliability analysis, exploratory factor analysis (EFA) and multiple regression analysis were used in the study. The result of the regression analysis shows that there are 5 factors affecting customer's intention to buy black rice in the Mekong Delta, arranged in descending order: Quality, Perception, Price, Characteristics, Safe. Among these, the price factor is the only factor that has the opposite of the intention to buy black rice, while the remaining factors have a favorable impact on the intention of buying black rice. Based on these results, the study proposes several management implications to enhance consumers' purchase intention in the Mekong Delta region