An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market

PSU Research Review

article

Jalal Rajeh Hanaysha¹ 

[1] Faculty of Business and Management, DRB-HICOM University of Automotive Malaysia , Pekan, Malaysia

关键词: CSR;    Purchase decision;    Sales promotion;    Perceived value;    Social media marketing;    Store environment;   

DOI  :  10.1108/PRR-08-2017-0034

学科分类：社会科学、人文和艺术（综合）

来源: Emerald Publishing

【 摘 要 】

Purpose The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a purchase decision in the retail sector. Design/methodology/approach A quantitative research methodology was used and the data were collected from 278 customers of retail stores in Malaysia. The collected data were analysed using SPSS 19 and structural equation modelling on AMOS. Findings The findings showed that corporate social responsibility has significant positive effects on a purchase decision, whereas sales promotion has a negative effect on purchase decision. The outcomes of this study also indicated that store environment has a significant positive effect on consumers’ purchase decisions. Contrary to expectations, the findings revealed that the effect of social media marketing on purchase decision is insignificant. Finally, the results showed that perceived value has a significant positive effect on a purchase decision. Originality/value The findings of this study contribute to an understanding of the importance of the selected factors in affecting a consumer’s purchase decision in the retail industry.

【 授权许可】

CC BY