Factors Influencing Consumer’s Intention to Repurchase of Traditional Retailers in the Southern Andaman Province

Abstract

The purposes of this research were; 1) to study the level of consumers’ awareness of the traditional community retailers in terms of location, service quality, risk, shopping enjoyment, value for money, satisfaction of purchase, and intention to repurchase; 2) to study the factors influenced the consumers’ repurchase in the Southern Andaman Provinces. Quantitative and qualitative analyses were employed in this research. The quantitative sample comprised of 500 consumers in the Southern Andaman Provinces, to whom questionnaires were distributed. In-depth interviews were also conducted with 10 owners of traditional community retailers in the same area. In data analyzing process of this study, the stepwise multiple regression analysis was employed.

            The quantitative results of the study revealed that consumers have a high level of awareness in terms of service quality, shopping enjoyment, value for money, satisfaction of purchase and intention to repurchase. Also, consumers had a medium level of awareness in terms of location and risk. There are 4 factors which influence the consumer’s satisfaction of purchase which are shopping enjoyment, service quality, value for money and location with the path coefficient equal to 0.421, 0.353, 0.220, and 0.080, respectively. Meanwhile, the consumer’ s satisfaction of purchase influence the consumer’s intention to repurchase with the path coefficient equal to 0.668. The qualitative results of the study revealed that the majority of respondents want the traditional community retailers to continue operating because of close location, convenience access and credit, as well as provide a place and time for community social gathering and activities among the locals.