A survey of 178 consumers found process, place and people associated with repurchase intention, with the model explaining 69.5% of variance. Product, price, promotion and physical evidence were nonsignificant.
Key findings
- Respondents commonly shopped two to three times weekly after work, favored nearby stores and used PromptPay. Process had β=0.354, place β=0.313 and people β=0.187; model R² was 0.695.
Why this matters globally
The results suggest small retailers may compete through convenience, process and relationships rather than price alone, relevant to community retail survival in a digital economy.
Thai researcher contribution
Hatyai University researchers examined community-store behavior and digital payments in a Thai consumer setting.
Limitations to consider
The abstract does not state location, sampling, response rate or scale quality. Single-time data risk common-method bias, and repurchase intention is not actual transaction behavior.