Cursos, Talleres y otras actividades docentes

Although ^‘purchase decision’ and ‘purchase intention’ are both mentioned in the current study, they do not mean exactly the same thing. ‘Purchase intention’ does not have a definitive answer, whereas ‘purchase decision’ does. The question of whether a consumer decides to buy a product, or is thinking of buying a product, or has intentions of buying a product, is closely monitored in this study. ‘Purchase intention’

refers to the intention to purchase a laptop from a particular retail store. Eight items were used to operationalise purchase intention. Similar to previous studies (Baker et al. 2002; Sirohi et al. 1998; Sweeney et al. 1999), purchase intention was measured through these items: (1) ‘I am likely to buy a laptop that I have viewed recently in the

166

next 12 months’, (2) ‘I am likely to shop for a laptop in an unspecified retail outlet in the upcoming year’, (3) ‘I am likely to buy a laptop I have viewed in the last month’, (4) ‘I will probably buy the laptop I have seen in a particular retail outlet in a few days time’, (5) ‘I am likely to buy from a particular retailer that I have identified’, (6) ‘In the future, I will use a retailer that I have already identified for my laptop purchase’, (7) ‘In the future, I intend to purchase technology products from an identified retailer’, and (8) ‘I would consider buying a laptop from an already price-listed item’.

To enhance our understanding of purchase intentions, in this study a means–end analysis was used to investigate salesperson likeability, retail store image perceptions and purchase intentions. The more value that consumers expect to receive from a particular retail store, the more likely it is to be chosen. Empirical studies (e.g., Baker et al. 2002; Sirohi et al. 1998; Sweeney et al. 1999) often use a more narrow definition of perceived value and try to capture it by using a value-for-money construct. Apart from the value-for-money construct, empirical studies use additional factors to explain purchase intention. For example, past studies have found that service quality (Baker et al. 2002; Brady & Cronin 2001; Cronin et al. 2000; Sirohi et al. 1998), merchandise quality (Sirohi et al. 1998), time/effort and psychological costs (Baker et al. 2002), and perceived value of a competing alternative (Sirohi et al.

1998) have a direct impact on behavioural intentions. The purchase intention of respondents represents the choice consumers have between the retail store image and salesperson likeability in the retail context. In this study, it was proposed that consumers take into account price, merchandise quality and service quality from retail store image; and trust, commitment and involvement from salesperson likeability.

Figure 3.3: Purchasing Intent Model

Purchase Intent

Involvement Trust on Salesperson

Commitment on Retail Store

167

There were eight items under the question of purchase intention. The eight items were measured with a Likert-type scale of 1 to 10 points. Factor analysis results gave two components with clear bifurcation of the purchasing intention of consumers. The first one is referred to as General Intention (GI) and the second component extracted is labelled Specific Intention (SPI). ‘General intention’ is where a consumer is not sure of their buying decision and they are comfortable shopping around and checking out the market. However, ‘specific intention’ is where a consumer is seriously looking to buy a laptop and they are very clear about their needs. General intention consists of items like ‘Likely to buy a laptop that I have viewed recently in the next 12 months’

(Q8.1), ‘Likely to shop for a laptop in an unspecific retail outlet in the upcoming year’

(Q8.2), ‘Likely to buy a laptop I have viewed in the last month’ (8.3), and ‘Probably will buy the laptop I have seen in a particular retail outlet in a few days time’ (Q8.4).

This group of consumers is not sure about their purchase decision. They are still not comfortable in committing to buying a laptop from any of the retail outlets. For

‘general intention questions’, Cronbach’s α = 0.732 and the mean is 6.004.

However, ‘specific intention’ consumers are more committed to their decision, shown in items like ‘I am likely to buy from a particular retailer that has been identified’

(Q8.5) — which states they are sure about where they are going to buy their laptop;

‘In the future, I will use a retailer that I have already identified for my laptop purchase’ (Q8.6); ‘In the future, I intend to purchase technology products from an identified retailer’ (Q8.7); and ‘I would consider buying a laptop from an already price-listed item’ (Q8.8). For ‘specific intention questions’, Cronbach’s α = 0.816 and the mean =7.396.

168

Table 3.11: Summary of the Measures of Purchase Intent

Scale

al. (2002) A22 Retailing Single Factor

(7) α = 0.89 7-point reported in academic; they have been shown to be reliable and valid measures of the content and it is expected that these measures will tap into the required aspects of each context in relation to the chosen sample. With this in mind, attention is turned to analysis of the data from research participants. In Chapter 4, reults of various statistical analyses based on the research question, objective and main business problem are presented. Chapter 4 also contains details of statisticals test for various hypotheses to check their validity and whether they are supported or not. Also, Amos software was used to check the various relationships of constructs and their affects on the overall conceptual model, allowing discussion of developments beyond the proposed conceptual model.

169

3.16 Chapter Summary

In this chapter, the process of methodology was discussed in detail; sample size, population, demographics of sample, location for the survey, designing of questionnaire, the criteria used for questionnaire designing and survey. The target sample and reasons for selecting the particular sample also were explained.

As observed in the current research, the sample data was collected from 6 countries to analyse the behaviour patterns associated with the purchase intent in each country.

The pilot survey was undertaken to avoid unnecessary abnormalities before moving onto the full scale survey and reasons provided.

The data analysis procedure was described, with information on the issue of missing data, data tabulation and use of the Likert scale and various statistical tests performed;

e.g., factor analysis, structural equation modelling and ANOVAs.

Finally, the operation of the constructs and measures of a conceptual model were discussed in detail with their effects and importance; e.g., retail store image, salesperson likeability, relational orientation, trust of salesperson, commitment to a retail store, involvement of consumers in the purchasing process and, finally, purchase intention.

In the coming Chapter 4, there is a detailed analysis of each variable, the various statistical tests performed and their results. The results are discussed and their meaning interpreted, hypotheses examined and a research outcomes model (R.O.M) recommended.

170

Chapter 4