Factors Affecting the Intention to Buy Industrial Kitchen and Stainless Steel Equipment on Social Media Sites: A Case Study of Beptop

T. H. Hanh Nguyen ()
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T. H. Hanh Nguyen: Vietnam National University, Department of Economics and Management, International School

A chapter in Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era, 2026, pp 274-289 from Springer

Abstract: Abstract No research currently examines the factors influencing the intention to buy industrial kitchen equipment in the global and Vietnamese markets. This study investigates the factors affecting the intention to purchase industrial kitchens and stainless steel equipment from social media sites. This study used the snowball sampling method. The online surveys were sent to many customers who visited the showroom, and these customers sent these online surveys to many other customers who bought industrial kitchens and stainless steel equipment. After eliminating unmatched questionnaires, 400 answers are used for data analysis. The results show that entertainment value, marketing influencers, and peer review and referral are the factors that significantly affect the intention to buy industrial kitchen equipment and stainless steel equipment from social media sites.

Keywords: Marketing and consumer behavior; e-commerce; structural equation modeling; purchase intentions; social media sites; Vietnam (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24745-2_15

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DOI: 10.1007/978-3-032-24745-2_15

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