The Impact of Senses on Purchasing Decisions: Research on F&B Products at Service Points

Abstract

The study aims to examine the impact of the senses on consumer Buying decisions on F&B products at food service points in Vietnam and to examine the relationship between the impact variables. In this study, research data was done by random survey method with 392 consumers through questionnaire survey and processed by SPSS 22.0 software through reliability analysis steps, factor analysis, factor analysis and linear regression model. The research results show that sight, taste, olfactory, auditory and tactile all positively affect online consumers' buying decisions through using F&B products at point of service.