The role of environmental and perceptional factors in store patronage intention and driving customers to the purchase from chain stores

One of the most important issues in marketing and consumer behavior, is customer options and his buying behavior. This study aims to examine the role of environmental and perceptional factors on store patronage intention and driving customers to purchase from chain stores. This study is applied in terms of the purpose; it is also based on sequential (qualitative-quantitative) mixed method. The model was proposed qualitatively using grounded theory method. Data was collected through semi-structural interview with 20 experts and using purposive sampling method. The statistical population of the quantitative phase of the study consisted of 196 persons who have purchased from certain chain stores located in Tehran. These persons were randomly selected as statistical sample using a researcher-made questionnaire that resulted from the operationalization of the existing concepts in the model. Data analysis was performed by confirmatory factor analysis and structural equations modeling using partial least square method using SmartPLS software and results are yielded for managesrs of chain stores and even wholsalers.