FACTORS INFLUENCING CUSTOMERS' COFFEE SHOP PURCHASE INTENTIONS IN GUANGZHOU, CHINA: THE MEDIATING ROLE OF SATISFACTION IN THE EXTENDED THEORY OF PURCHASE INTENTION (TPB) FRAMEWORK

Authors

  • Qianying Wu Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia
  • Mohammad Ismail Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia
  • Syarizal Abdul Rahim Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia

DOI:

https://doi.org/10.35631/IJEMP.829026

Keywords:

Coffee Shop, Purchase Intention, TPB, Attitude, Subjective Norms, Perceived Behavioral Control, Brand Image, Satisfaction, Guangzhou

Abstract

This study examines the factors influencing customers' coffee shop purchase intentions in Guangzhou, China, using an extended Theory of Planned Behavior (TPB) framework. The traditional TPB constructs of attitude, subjective norms, and perceived behavioral control are augmented with brand image and satisfaction. The research reveals significant positive relationships between these constructs and purchase intention. Satisfaction is found to mediate the relationships between attitude, subjective norms, perceived behavioral control, and brand image with purchase intention, highlighting its crucial role in converting positive perceptions into actual purchase behavior. The extended TPB framework provides valuable insights for marketers and business practitioners, enabling them to develop effective strategies to enhance customer engagement and drive business growth in the competitive coffee shop market.

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Published

2025-03-30

How to Cite

Qianying Wu, Mohammad Ismail, & Syarizal Abdul Rahim. (2025). FACTORS INFLUENCING CUSTOMERS’ COFFEE SHOP PURCHASE INTENTIONS IN GUANGZHOU, CHINA: THE MEDIATING ROLE OF SATISFACTION IN THE EXTENDED THEORY OF PURCHASE INTENTION (TPB) FRAMEWORK. INTERNATIONAL JOURNAL OF ENTREPRENEURSHIP AND MANAGEMENT PRACTISES (IJEMP), 8(29). https://doi.org/10.35631/IJEMP.829026