Factors Affecting Spontaneous Buying Behavior of Consumers at Bach Hoa Xanh System in Ho Chi Minh City


  • Hang Le Cam Phuong
  • Vo Anh Tung




The study is carried out to achieve the following objectives: Identify the factors affecting the spontaneous purchasing behavior of consumers at stores of the Bach Hoa Xanh system in Ho Chi Minh City. around the original factors: In-store atmosphere, promotions and shopping emotions; Measure the influence of the identified factors; Using qualitative and quantitative research methods, the study surveyed 213 customers who have experienced shopping at stores of the Bach Hoa Xanh chain in Ho Chi Minh City by convenient sampling method. With the support of SPSS software version 22 and Amos version 20, the author carried out the steps of descriptive statistics, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and linear structural analysis (SEM).
Research results have shown two factors that have a direct impact on the spontaneous purchasing behavior of Bach Hoa Xanh consumers in Ho Chi Minh City, including: Promotions (standardized regression coefficient of 0.170) and shopping sentiment (standardized regression coefficient reached 0.478). The dependent variable shopping emotion is affected by 2 independent factors: Atmosphere at the store and promotions. The impact of these two factors is quite strong, reaching 0.627 and 0.336, respectively. Atmosphere factor at the store does not directly affect spontaneous purchasing behavior but indirectly through the mediated variable shopping emotion. All accepted hypotheses reached the 95% confidence level. The author's research will be a source of documents and information for managers of the Bach Hoa Xanh chain in Ho Chi Minh City to adjust business strategies to suit each business period.