THE STUDY OF FACTORS INFLUENCE CONSUMER’S PURCHASE INTENTION IN RETAIL SPECIALTY STORE: A CASE STUDY OF BOOTS RETAIL THAILAND LTD.

Abstract

The novel COVID 19 led to international excursion halt has raised the temperature in Health and beauty retail specialty (HBRS) market where Boots Retail (Thailand) Ltd. or “Boots” is competing in. 50% decrease in its revenue and market share in the time that the company is fully reliant on domestic market signifying a problem in its sustainability considering the fragility of international demand. This study then aims to investigate the influences of store image, service quality, E-WOM, and country of origin on local consumer’s purchase intention to shop at Boots’ store. The sample in this study composed of data from two hundred and twenty one (221) respondents of Thai consumers who know brand Boots. This study uses multiple linear regression to examine the hypothesized relationships. Research finding show that store image was suggested playing the most important role, followed by E-WOM and country of origin.