Factors Influencing Alcoholic Beverage Purchase Intention In The Beer Category from the Students Consumer Perspective at the National University of Laos
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November 21, 2022Factors Influencing Alcoholic Beverage Purchase Intention In The Beer Category from the Students Consumer Perspective at the National University of Laos
ABSTRACT: This research aims to explore the theory of planned behavior (TPB) by investigating the underlying factors that influence Laos Students’ consumers’ purchase intentions for alcoholic beverages in the beer category. The conceptual model includes three components: Attitude toward behavior, subjective norms, and perceived behavior control that influence consumer purchase intention. This study used online questionnaires to collect survey data at the National University of Laos in August 2022. The respondents were chosen using the simple random sampling method. This study’s sample consists of 405 National University of Laos students. Factor analysis and structural equation modeling were used to analyze the data (SEM). According to the findings of this study, consumers’ purchase intentions are significantly influenced by their attitude toward behavior and perceived behavioral control.
KEYWORDS – alcohol consumption, Laos students, purchase Intention, Theory of planned behaviour