The relationship among store image, perceived price, perceived value and customer experience on purchase intention (the case of traditional retail stores, Phranakhon Si Ayutthaya Province, Thailand)

Abstract

As retail competition intensifies and technological advancements drive the growth of e-commerce, traditional grocery stores in Thailand face significant challenges. This study seeks to comprehend consumers' purchasing intentions towards traditional grocery stores with the aim of extending their operational lifespan. The research explores the correlations between store image, customer experience, perceived price, perceived value, and purchase intention. Drawing on a sample from traditional grocery stores in Phra Nakhon Si Ayutthaya, the study distributed questionnaires and collected 226 valid responses, which were then analyzed using SPSS software for regression analyses. The study's results indicate that consumers' perceptions of store image, perceived price, customer experience, and perceived value have a positive influence on their purchase intentions towards traditional grocery stores. Additionally, perceived value acts as a partial mediator in the relationship between the aforementioned variables and purchase intention. This suggests that consumers assess traditional grocery stores comprehensively, taking into account various factors, both positive and negative, which ultimately indirectly affects their purchase intentions.