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

In: Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era

Author

Listed:
  • T. H. Hanh Nguyen

    (Vietnam National University, Department of Economics and Management, International School)

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.

Suggested Citation

  • T. H. Hanh Nguyen, 2026. "Factors Affecting the Intention to Buy Industrial Kitchen and Stainless Steel Equipment on Social Media Sites: A Case Study of Beptop," Springer Proceedings in Business and Economics, in: Zafar U. Ahmed & Nhat Tan Pham (ed.), Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era, pages 274-289, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-24745-2_15
    DOI: 10.1007/978-3-032-24745-2_15
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