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 aims to understand consumers' purchasing intentions toward traditional grocery stores with the goal of extending their operational lifespan. The research explores the correlations between store image, customer experience, perceived price, perceived value, and purchase intention. The study distributed questionnaires to a sample of traditional grocery stores in Phra Nakhon Si Ayutthaya, collected 226 valid responses, and analyzed them using SPSS software for regression analyses. The study's results indicate those 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 affect their purchase intentions.