Analysis of Consumers Purchasing Choice Factors on PB Products of Retailers

In this study, based on the theory of behavioral economics, We would like to present what are important items for the selection factors of PB products, the heuristic propensity of consumers for each brand of retailers through empirical analysis. The data of this study will be analyzed using SPSS 23 statistics to verify the reliability and discriminant validity, paired sample T-test. And Structural equation method will be use to test the hypotheses in this study. The consumer behavioral process where accumulated images, memories, and experiences affect the decision-making is called heuristic effect which is a main concept of behavioral economics. Consumer’s attitude, subject norm, prior knowledge, emotional heuristics and situational heuristics had significant influence on behavior intension and choice behavior in using café. As a result of analyzing the effect of behavior intention and choice behavior by the model, ETRA+Heuristics model showed the explanatory power than other models with 65.3% and 53.3%.