The Store Attributes Influencing Consumer Repeat Purchases at Traditional Retail Stores in Ban Haet District, Khon Kaen Province

Abstract

This research aimed to study the characteristics of traditional retail stores, consumers’ repurchase behavior, and to analyze the influence of store attributes on repurchase intention. The study employed a quantitative research design. The sample consisted of 400 consumers who purchased products from traditional retail stores, selected through convenience sampling.        The research instrument was a questionnaire that was verified for content validity (IOC = 0.67–1.00) and reliability (Cronbach’s Alpha = 0.994). Data were analyzed using descriptive statistics and multiple linear regression analysis.

          The results revealed that consumers’ overall opinions toward the characteristics of traditional retail stores were at the highest level ( = 4.68, S.D. = 0.52), and their repurchase behavior was also at the highest level ( = 4.65, S.D. = 0.42). Multiple regression analysis indicated that store attributes significantly affected consumers’ repurchase behavior at the 0.05 level, explaining 43.6% of the variance in repurchase behavior (R² = 0.436). Among the variables, convenience had the strongest influence (B = 0.221, Sig. = 0.000), followed by product arrangement (B = 0.088, Sig. = 0.002) and store atmosphere (B = 0.038, Sig. = 0.004). These findings are consistent with the research hypotheses, suggesting that enhancing convenience factors-such as payment options and store accessibility-plays a crucial role in encouraging consumers to repurchase from traditional retail stores.