A STUDY OF FACTORS INFLUENCING PURCHASE INTENTIONS AT MOBILE PHONE STORES IN THE DIGITAL AGE Dr. Tran Nguyen Khanh Hai Khanhhai@[Link] Nguyen Thi Le Phuong nglephuong 1296 @[Link] University of Finance - Marketing, Ho Chi Minh City, Vietnam Abstract This research investigates the various factors that impact consumers" intentions to ‘make purchases at mobile phone stores in Ho Chi Minh City. By combining qualitative and quantitative research methods, the study collected primary data from 283 questionnaires, which were processed using SPSS software. The research results reveal that the factors influencing purchase intentions, ranked from high to low, include product quality, promotions, price, place, brand, guarantee & after-sales service, and staff. Through this study, the authors contribute to scientific research, providing insights for store management to create optimal conditions that encourage customers to consistently consider purchasing from mobile phone stores. The study also proposes relevant solutions related to each factor to enhance customer purchase intentions at these stores Keywords: Purchase Intentions, Mobile Phone Stores, Digital Age, Ho Chi Minh City 1. Introduction The mobile phone market has witnessed significant growth worldwide, with an increasing variety of smartphones becoming popular. These devices serve various purposes for users across different fields, significantly enhancing efficiency. In bustling markets like Ho Chi Minh City, numerous mobile phone companies compete fiercely to attract customers Moreover, people's lifestyles have improved, leading many customers to shift from traditional retail channels (such as local stores) to modem shopping options. Large supermarkets, convenient stores, and 24-hour shops have become popular choices. The robust development of internet technology allows customers to conveniently search for desired products before making a purchase decision. Typically, customers explore product details, including images, designs, features, specifications, pricing, and promotional offers ‘on business websites. Some even read reviews and feedback from other customers to inform their buying choices. In Vietnam, the competition in the mobile phone market is intense. Companies employ various strategies related to pricing, product offerings, and promotions. However, these strategies often yield short-term results because competitors quickly adapt. Challenges within the industry remain a top concem for mobile phone companies. With numerous options available—such as Viettel, FPT, and hundreds of other retail stores—customers seek the optimal choice that combines reliability, quality, affordability, and trustworthiness. Toachieve success, businesses must thoroughly research customer needs and tailor their strategies accordingly. In Ho Chi Minh City, where many mobile phone companies operate, the battle for customer attention continues Research on general purchase intention has been conducted by numerous researchers both domestically and intemationally, including authors such as Manyu Huang (2011), Khaing (2014), Sohel Rana (2015), Nushrat Shabrin (2017), and Rakibul Hafiz Khan Rakib (2022), These studies utilize general theoretical models of usage intention, and specific research models for purchase intention at mobile phone supermarkets. In Vietnam, most rescarch conducted is an analysis of customer purchase decisions, with no comprehensive research available for the purchase intention of the general customer population. Therefore, this study, with the purpose of identifying and measuring the importance of factors influencing purchase intention at mobile phone stores, is a necessary contribution at least for mobile phone businesses. The experiences drawn from the research process form the basis for improving research activities on factors influencing purchase decisions at mobile supermarkets, thereby developing strategies to increase market share and build competitive advantages over competitors. Therefore, we conduct research on the factors influencing purchase intention at mobile phone stores in the digital age in Ho Chi Minh City to contribute to increasing the success rate of customers in the sales marketing furmel, as well as further strengthening the business operations of mobile phone stores. 2. Literature review 2.1. General theory on intention 2.1. Theory of intention behavior Behavioral intention is defined as the subjective intention of consumers to perform specific behavior or action. Behavioral intention includes and is measured through specific expressions: positive action intentions tend to bind consumers to the product, increase purchase volume, speak well of the product and supplier, and are willing to pay higher costs to use the product. Conversely, negative action intentions cause consumers to reduce or stop using the product, even switch to using competitive products and speak ill ofthe product and supplier (Avraham, 2013), According to Ajzen (1991), attitudes are divided into two different types: attitudes towards objects and attitudes towards be! many theories explaining human behavior in general and consumer buying behavior in particular, Behavioral intention is the action of humans guided by considering three factors, which are belief in behavior, belief in norms, and belief in control. The greater this belief, the greater the intention to act (Ajzen, 2002). wiors. And there are According to Kotler et al. (2001), there are two factors that can hinder intention from, becoming actual behavior, which are the attitudes of those around and unexpected situations. In studies of consumer behavior, some researchers such as Batchelor, 1998 and colleagues (1996), Cronin and colleagues (2000) use behavioral intention variable as a dependent variable and focus on researching this variable. Intention plays the role of intention to impact actual behavior, as well as having a strong and close relationship with actual behavior (Suki,2011). Predicting intention is the first step to predict actual behavior (Howard and Sheth, 1967), The intention to use is described as the readiness of consumers to use the product (Elbeck and Tirtiroglu, 2008). Therefore, research on intention to use is more important than research on actual behavior, esp lly with predictive research, research aimed at finding solutions... Zeithaml and many other researchers use the term behavioral intention to include and measure by positive behavioral intentions (such as speaking well of the business, willing to spend money to buy the product, service of the business...). In a study on the factors affecting the conversion of mobile telecommunications service networks of Jordanians, Avwwad and Neimat (2010) used the concept of behavioral intention as positive. The scale is expressed as: introducing others to the service, maintaining and satisfying with the service and continuing to use other services from the service provider. In his research, the author uses the term intention to use with a positive meaning as above. Consumers can form the intention to use based on factors such as expected income, expected selling price, expected product features... 2.1.2, Theory of Planned Behavior (TPB) ‘The Theory of Reasoned Action (TRA) is limited in predicting consumer behaviors that they cannot control; the factors of attitude towards behavior and subjective norms are insufficient to explain consumer actions. Therefore, the TPB was developed by Ajzen (1991) by adding the factor of perceived behavioral control to the TRA model. The component of perceived behavioral control reflects the ease or difficulty of performing a behavior; this depends on the availability of resources and opportunities to perform the behavior. The TPB (Aizen, 1991) posits that motivation ot consumer intention is the fundamental driving factor of consumer behavior. This motivation is guided by three basic antecedents: attitude, social influence, and perceived behavioral control. Attitude is hypothesized as one of the main determining factors in explaining consumer behavior. Attitude is defined as a psychological tendency expressed by evaluating a specific entity with some degree of liking-disliking, satisfaction-dissatisfaction, and good-bad polarity (Eagly & Chaiken, 1993). Social norms represent a person’s beliefs about whether someone significant (to him or her) thinks that he or she should or should not bind himself or herself to that behavior. Significant people are those whose preferences for his or her behavior in this area are important to him or her (Eagly & Chaiken, 1993). Along with attitude, social influence is an important factor leading to consumer motivation in the form of behavioral intention (Ajzen and Fishbein, 1975). Perceived behavioral control: In the TPB, Ajzen (1991) focuses on the concept of perceived behavioral control as a person’s belief about how difficult or easy itis to perform 1 behavior. A person who believes that he or she possesses more resources and opportunities predicts fewer obstacles and therefore greater control over his or her behavior. Control factors can be internal to a person (skills, knowledge...) or external to that person (time, opportunity, dependence on others...), among which the factors of time, price, knowledge stand out. In this model, perceived behavioral control has a direct impact ‘on both intention and consumer behavior2.1.3. Consumer Behavior ‘The study of consumer behavior aims to elucidate the process of purchasing or not purchasing a certain type of goods. The term consumer behavior is defined as the behaviors of individuals (consumers) directly related to the search, evaluation, selection, use, and disposal of goods and services. In other words, consumer behavior is the process and action of decision-making by those involved in purchasing and using products. According to Philip Kotler, “Consumer behavior is the investigation and study of how individuals, groups, and organizations deploy the selection, purchase, use, and disposal of products & goods, services, unique ercations, and enjoyment to satisfy their essential needs and desires.” According to David L. Loudon & Albert J. Della Bitta (1993), “Consumer behavior is defined as the process of decision-making action and behavior in practice of individuals when recognizing, shopping, using, or disposing of goods and services.” Similarly, from the perspective of Leon G, Schiffinan and Leslie Lazar Kanuk, “consumer behavior is a series of behaviors that consumers express in the process of exchanging product samples, including: learning, shopping, using, recognizing, and resolving and handling the disposal of a product and service for the purpose of satisfying their needs.” According to the ‘American Marketing Association, consumer behavior is the interaction between the stimulating factors of the environment with the cognition and behavior of humans, and through this interaction, humans change their lives. In summary, all definitions of consumer behavior focus on aspects of the process of perception, information search, evaluation of purchases, post-purchase reaction of consumers, and the dialectical relationship between that process and the extemal factors that directly and indirectly affect it. 2.2. Hypotheses development 2.2.1, Place Consumers highly value the convenience of location due to time scarcity (Genova, 2010). A place near bustling residential areas attracts many consumers to the mobile phone store (Hung, 2020), and a good place always provides suitable conditions for consumers when shopping in large cities like Jakarta (Baruna Hadi Brata, 2017). Through the concepts listed, the author asserts that the concept of place by Baruna Hadi Brata, 2017 is consistent with the research direction, the convenient location for travel and shopping of customers, moreover, spacious and airy premises will be very comfortable for shopping stimulating the shopping psychology of consumers more. So HL: Place has a positive influence on purchase intention 2.2.2. Brand reputation A brand is not just a name or a symbol. The brand name creates an impression in the customer’s mind about the quality of service that the company provides. If customers are satisfied with a branded product, they can spread the word, which can affect other consumers using the brand, In one study, it was shown that the brand has a positive impact on female customers more than male customers (Azad and Safael, 2012). Another study pointed out that there is evidence that the brand creates a greater impact on those with limited purchasingpower (Bhattacharya and Mitra, 2012). Everyone likes branded products because of their perception of performance, quality, service, and social status. Mudondo (2014) argues that age is an important factor for the technological advancement of the younger generation. He found evidence that the younger generation understands more about technological advancements in mobile phones, affecting their purchasing decisions. Through the concepts listed, the author asserts that the concept of brand reputation by Azad and Safael; Mudond is consistent with the research direction, so the brand also plays an important role in attracting customers and creating loyalty from customers to the brand, From there, the following hypothesis is proposed: H2: Brand reputation has a positive influence on purchase intention 2.2.3. Promotion Promotion refers to activities aimed at encouraging customers to increase shopping, use goods, services of the business, or stimulate the buyer to make a decision. Promotional forms include discounts, vouchers, lucky draws, all of which are related to the customer's perception of a program, promotional campaign, affecting the customer's decision (Le Thi Diem My, 2019). Implementing promotions has the most positive impact in reducing the cost that customers have to pay to get goods, services through direct discount or gift forms, (Nushrat Shabrin, 2017), however, it also has a negative impact on the customer’s perception of product service quality, because customers may think that promoted goods, products usually have low value or will come with a prepaid cost calculated in the product when customers buy the product, (My, 2019). In addition, the timing of the promotion can also affect the behavior of customers, if the promotion appears at a time when customers do not expect it will create @ negative impact on customers. Promotion affects the purchase decision of customers in particular and the sales volume of goods sold in general. Therefore, it requires managers to pay attention, consider the overall potential impact of the promotion program in the short term as well as long term. From there, propose the hypothesis HB: Promotion has a positive influence on purchase intention 2.2.4. Perceived Price Price is the amount of money that consumers are willing to exchange for a service or product (Kotler and Amstrong, 2010). Price is an important factor affecting the buyer to make @ purchase decision. In 2013, the Malaysian government discounted 200RM for smartphones for those aged 21 to 20 and those with an income below 3,000RM per month (The Star, 2013). According to a study by Chew (2012), among the young population in Malaysia, price is an important factor in the intention to buy a phone. Others found that price and customer service play an important role in consumer satisfaction, but the price of the device creates more impact than other factors (Hanif and colleagues, 2010). From there, propose the following hypothesis: Ha: Perei ed price has a positive influence on the customer's purchase decision2.2.5. Product Quality In the past decade, the business situation of enterprises has many profound fluctuations before the changes of society as well as the change of customers. They have high demand for products, services, even shopping behavior so there is more pressure on businesses in providing product quality, services exceeding customer expectations, (Beverly and colleagues, 2002). Moreover, customers can perceive the product quality of the business by many aspects of the product or service related to both tangible and intangible characteristics (Vuong and Rajagopal, 2017). Therefore, product quality is considered an important factor because if the product quality is good, it will increase the reputation, image of the business as well as affect the choice of buying produets of customers, leading to customer satisfaction and loyalty. From there, propose the following hypothesis, H5: Product quality has a positive influence on purchase intention 2.2.6. Guarantee & after-sales service Customer care is at the heart ofall successful companies. It helps you develop a loyal customer base and improve your relationship with your customers. Good customer service helps turn customers into ambassadors for the business. One of the main factors to determine customer satisfaction is the customer's per pption of service quality (Ngo and Nguyen, 2016). Satisfaction and service quality are two different concepts but have a close relationship: satisfaction is considered as the emotional response to their experience with the product and service. In addition, to build a sustainable relationship with customers, businesses should provide what customers expect for the product (Malik and colleagues, 2012), On the other hand, service quality is considered as the theoretical basis of the difference between expectation and capability along with quality (Loke and colleagues, 2011) while quality is often considered as an important factor creating value and affecting customer satisfaction, From there, the following hypothesis is proposed: H6: Guarantee & after-sales service have a positive influence on purchase intention 2.2.7. Sales Staff Sales staff are those who interact with customers, advise, introduce goods, and are the ones who directly bring revenue to the company (Ngo and Nguyen, 2016). Sales staff are the face of the store, a hardworking but rude, blunt salesperson can make customers have a bad impression and never come back (Le Thi Diem My, 2019). Sales staff are very important, your goods are good but if accompanied by poor service quality then you can hardly achieve high revenue at the present time. Therefore, sales staff need to have communication skills, politeness, courtesy to satisfy customers, need to be equipped with enough skills and knowledge about the product to be able to advise customers, from there will help customers make a faster purchase decision. On that basis, the following hypothesis is proposed Hypothesis H7- Sales staff have a positive influence on purchase intentionProduct quality Guarantee & after- sales service Sale staff Figure 1, Proposed research model 3. Method This research employs a qualitative research method with the following specific objectives: To explore the factors influencing purchase intention at mobile phone stores in Ho Chi Minh City; To affirm the factors influencing purchase intention at mobile phone store in Ho Chi Minh City according to the proposed model of the author; To adjust the measurement scale of the factors in the proposed research model to suit the practical research. The author's team uses in-depth interview techniques with the selected subjects being 10 customers who have shopped at mobile phone stores according to the pre-prepared script. The discussion content is related to the factors influencing purchase intention and their evaluation of the suggested measurement scales of these factors. The formal research ‘uses a quantitative method conducted through interviewing customers by sending a detailed questionnaire that has been completed after going through the preliminary research stage. The final theoretical model will be tested and the research results will be presented. The respondents to the survey to conduct the research are the people in Ho Chi Minh City shopping at mobile phone stores. The author's team conducts data collection through the questionnaire in two traditional forms and online by convenient sampling method. After collecting data from customers, proceed to check and eliminate unsatisfactory ‘questionnaires, Next is data encoding, data entry, data cleaning, Then proceed to analyze data with SPSS 20.0 software with the following methods: Descriptive Statistics Analysis: Jsed to process collected data and information, Use MDS (Multidimension sealing) technique to draw perception map, Reliability assessment, Factor analysis (EFA), ‘Theoretical model testing.4, Results ‘The number of valid customer survey forms included in the analysis is 283 out of 300. Of these, male customers accounted for 114 forms (40.2%) and female customers accounted for 169 (59.8%). The age of customers under 22 years old accounted for 16.2%, from 23 to 30 years old accounted for 35.6%, from 31-40 years old accounted for 29%, from 41-50 years old accounted for 11.4% and over 50 years old accounted for 7.8%. In terms of customers’ monthly income, under 10 million accounted for 27.5%, 10-15 million VND accounted for 25.4%, 15-20 million accounted for 27.2%, 20-30 million accounted for 8.4%, and from 30 million upwards accounted for 11.5%. The education level of respondent postgraduate accounted for 8.8%, university accounted for 56.5%, college accounted for 17.3%, high school accounted for 15.5% and below high school accounted for 1.9%, ‘The results of the Cronbach Alpha analysis indicate that the correlation coefficients of the total variables for all scales are >0.5. The Cronbach Alpha of all scales is high. Thus, all observed variables continue to be included in the subsequent Exploratory Factor Analysis (BFA). After conducting the EFA, the observed variables that did not meet the conditions TH; BH2; BH3; BH3; KM3; and TH3 were eliminated. The outcomes of the regression model estimation are displayed in Table 1. ‘The results of the regression model estimation are presented in Table 1 Table 1, Results of Regression Model Estimation ‘The Variance Inflation Factor (VIF) coefficients in the study, for all variables of the factor groups, are less than 2 (VIF < 2), which further strengthens the hypothesis for continued analysis of the groups after regression, In group Hl, the variable place, has statistical significance in the research model at the 5% level and Beta coefficient = 0.071 When other factors remain constant, if consumers choose a convenient location, it willpositively impact their intention to purchase at a mobile phone store by 7.1%. This is also consistent with the author's research expectations. In group H2, the variable Brand, has statistical significance in the research model at the 5% level and Beta coefficient = 0.066. When other factors remain constant, if consumers choose the mobile phone store, it will positively impact their intention to purchase at a mobile phone store by 6.6%. This is also consistent with the author’s research expectations. In group H3, the variable Promotion, has statistical significance in the research model at the 1% level and Beta coefficient = 0.370, When other factors remain constant, if consumers receive a promotion from a mobile phone store, it will positively impact their intention to purchase at a mobile phone store by 37% This is also consistent with the author's research expectations. In group H4, the variable Price, has statistical significance in the research model at the 1% level and Beta coefficient 0.095. When other factors remain constant, if consumers receive a preferential price from ‘a mobile phone store, it will positively impact their intention to purchase at a mobile phone store by 9.5%. This is also consistent with the author's research expectations In group H5, the variable Product Quality, has statistical significance in the research ‘model at the 1% level and Beta coefficient = 0.438, When other factors remain constant, if consumers receive a good product from a mobile phone store, it will positively impact their intention to purchase at a mobile phone store by 43.8%, This is also consistent with the author’ research expectations. In group H6, the variable Guarantee & after-sales service, has statistical significance in the research model at the 1% level and Beta coefficient = 0.065. When other factors remain constant, if consumers receive product warranty and customer care from a mobile phone store, it will positively impact their intention to purchase at a mobile phone store by 6.5%, This is also consistent with the author's research expectations. In group H7, the variable Staff, has statistical significance in the research model at the 5% level and Beta coefficient = 0.017. When other factors remain constant, if consumers receive enthusiastic support from staff at a ‘mobile phone store, it will positively impact their intention to purchase at a mobile phone store by 1.7%. This is also consistent with the author’s rescarch expectations, 5, Discussion and conclusion 5.1. Management implications Based on the analysis of the research results, measures need to be taken to enhance the factors influencing customers’ purchase intentions, in the following order: Product Quality, Promotion, Price, Place, Brand, Guarantee & after-sales service, Staff. For Product Quality, the company needs to establish a long-term relationship of mutual understanding ‘and trust between the manufacturer and the supplier to provide the best products for customers, commit to product quality when customers buy at the mobile phone store if there is a problem it must be satisfactorily resolved, do not sell long-stored or poor-quality products to customers as this will affect the reputation of the store, the company must constantly search, innovate and improve technology, in addition to providing products with beautiful models and designs, focus on exploiting high-quality products from genuine suppliers to have the best products to consumers, so that consumers” trust increases and they will always intend to go to the mobile phone store to choose to buy goods with satisfaction,For Promotion, the company must ensure the price stability of the product at the mobile phone store, to thereby attract the best consumer volume. Because price is also deeply concerned by consumers and is also a tool to increase competitiveness with other competitors in the market. Need to focus on discounts on holidays or store opening days or birthdays of mobile phone stores, build a promotion program such as strong discounts at golden hours, offer products with special prices to encourage people to increase their intention to use online shopping services, extend the promotion time further, not only focus on holidays or special occasions in the year because customer demand is increasing so anytime and the impact, stimulate to that demand to lead to buying action is always necessary, provide full and regularly update promotional information to customers so that customers can timely grasp and spread the attractiveness of the promotional programs that the mobile phone store is applying For Price, the company needs to keep the current price policies but must know how to research the market to change the price to be reasonable, Because according to customers, the price offered by the mobile phone store is better than the price of competitors in the industry, find companies with low interest rates to work at the mobile phone store to help customers have the opportunity to own a mobile device as desired but do not have money to pay at once, bring to consumers products with prices commensurate with the quality and service that customers perceive when experiencing direct shopping at the store, have a reasonable and unified price policy between stores and on the e-commerce platform (online) to create consistency, easy to compare prices when customers need to learn before buying, reasonable product price policy needs to be considered to suit the market, commensurate with product quality. For low selling prices can also make customers doubt about quality so need to have appropriate reasons to make customers trust such as: low incurred costs, leftover goods through the season, encourage shopping at the store ... For goods sold at the original price or higher than the market need to show outstanding advantages in quality, material, fully imported goods, good warranty policy For Place, need to deploy mobile phone store systems in areas near the center and near densely populated residential areas. To thereby attract the largest number of consumers, and create trust as well as build a stronger brand, the company needs to take advantage of its location to design premises as well as design signs, banners reasonably and attractively to attract more attention from customers. For Brand, in terms of reputation or reputation, the brand of the business also has @ great impact on creating initial trust in consumers. The more famous the business, the more it strives to protect its reputation, this is the best guarantee for consumers because reputable businesses never accept actions that harm customers. So, if buying goods at reputable stores, buying branded products, then these concems will be limited, from there the risk perception is reduced, Therefore, enhancing the brand is an important job for shopping, especially for high-value products, actively Participate in forums and blogs related to technology, electronics. Post articles, share about business experience, experience about products, services. Bring the personality of mobile phone store into the article, from there there will be a large number of readers who can read and learn detailed product information throughthe links leading to the website, Increase brand recognition such as printing logo, brand name ‘on simple products, low cost such as hats, shirts, umbrellas to make gifts for current customers, potential customers or even supplicrs, Promote products, services as well as promotional programs will be deployed on traditional local media such as: printed newspapers, radio, magazines, television to brand contact with potential customers, Invest in product image by hiring models and being photographed by professional photographers, Advertise brands online on social networks, and maintain interaction on these social networking sites, constantly respond to customers as soon as possible, Always have a combination between website and social network, Build a reasonable promotion policy, do not discount rampant to avoid affecting the brand image. For guarantee & after-sales service, In the coming time, the company needs to be stronger so that customers know that the company's after-sales policy is completely for customers, When receiving customer notifications about product problems ot errors, the company must fully support to warranty, exchange free for customers according to what the company has committed, depending on the specific case, Through phone, E-mail, Internet, mobile phone store staff will guide customers to use the program how to remedy, solve problems or errors of software related to the product that the customer has purchased, With rich and professional after-sales service if required technical staff will advise by phone, Zalo ‘or Facebook to answer customer inquiries, During the warranty period for customers’ phones, the mobile phone store can lend customers another phone at the supermarket to use until the product fixes the error, Offer the best return, warranty policies that only mobile phone stores can do to make customers see the practical benefits when buying products at mobile phone stores, Build a department specializing in research, evaluate the attitude of employees towards customers, of customers towards the store, Collect customer needs to meet better. For Staff, Staff need to be trained in sales methods, persuasive skills, negotiation skills to create professionalism in the service process. Organize exchange programs, games to win prizes to attract customers, create a position in the hearts of customers, Train a team of staff with good capacity in consulting or customer care, staff must always be trained when there are new products and constantly updated to advise consumers the best for consumers to boldly intend to buy at the supermarket mobile phone store, Have a reasonable and fair reward policy for staff to be enthusiastic, more motivated when working, 5.2, Limitations and future research directions Within the constraints of time, budget, manpower, and supportive tools, this study employed a convenience sampling method, which may not fully represent the overall population, Additionally, the sample size is not significantly large, so the subjective evaluations of the surveyed group could skew the research results. Therefore, future research could be conducted with a larger sample size, probabilistic sampling, and stratification of subjects to enhance the generalizability of the research. The sampling process was only conducted within the scope of Ho Chi Minh City, limiting the generalizability of the research results and not considering demographic factors inthis study. Therefore, subsequent researchshould expand the scope of the research subjects to many provinces and cities nationwide. The study only stops at surveying the factors affecting the intention to use shopping services al the store without mentioning actual usage behavior. Therefore, the relationship between intended behavior and actual usage behavior also needs to be considered. There are many factors influencing the intention to buy at a mobile phone store. 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