Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Fourth Industrial Revolution: Embracing Digital Disruption in Retail

Author(s): Prasada Rao S.S., Geetika Madaan, Abhijeet Chavan, Janaki L, Satish Kumar R and Nityananda Barman

Purpose – This research intends to analyse how different aspects of digital disruption are affecting Vietnam's retail consumer goods market. Furthermore, the conceptual method suggested the analysis of relationships and Industrial Revolution Impact 4.0 on the intention to purchase retail consumer products in Vietnam and thus affect retail corporations' brand equity.

Design/methodology/approach – The study involved 284 consumers in Vietnam and explored their buying intentions in consumer goods in retail. This research utilises multiple regression, Correlation analysis and Structured Equation Modelling (SEM) to generate findings.

Findings – Many regression analyses have shown that digital disruption measurements have good predictors of purchasing intentions. In addition, the dimension of digital disruption purchasing intentions could have a significant effect on the retail dimensions of consumers' products.

Practical implications – This paper can allow marketers to recognise how Vietnamese customers assess purchase of consumer goods in retail and what competitors think to boost purchase intentions of prospective consumers.

Originality/value – The outcomes of the purchase intentions are significant since they can be used to identify market retailing sectors that seem to be the most important to clarify consumer preferences

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