Factors affecting consumers' purchase intention of artificial quartz stone products in Hue City

Abstract

In Vietnam, demand for high-end construction stone materials has been on the rise in recent years, particularly in developing urban areas such as Hue City. This study aims to identify and measure the factors influencing consumers' purchase intention of artificial quartz stone products in Hue City. Data were collected from 120 consumers, using a convenience sampling method. The research results indicated that there were three factors positively affecting the purchase intentions for artificial quartz products, including modern status orientation, price, and product quality. Among these, modern status orientation had the strongest impact. The study also discussed and proposed managerial implications related to consumers’ purchase intention of artificial quartz stone products in Hue City.