This study aims to investigate how financial risk, performance risk, physical risk, store image and familiarity affect perceived quality and customer purchase intention toward private labels in Vietnamese context. Moreover, the moderating effects of store image are measured to gain deep knowledge into this proneness. The research model is designed to test in Ho Chi Minh City with 380 participants and collected data is analyzed by SEM method. The results indicate that performance risk, physical risk and store image significantly influence perceived quality. In addition, performance risk, physical risk and store image have indirect effect on purchase intention through perceived quality while only direct effect of familiarity on purchase intention is proved. Interestingly, the role of store image, which moderates the relationship between performance risk, physical risk and perceived quality, is strongly determined. Hence, store image is considered as a symbol of quality and risk reducer. From these findings, the research is expected to provide useful reference for retailers and marketers to come up with effective solutions associated with private labels. Lastly, this research still contains some limitations including sample size, product category and measurement scale, which need to be improved by further research.

PurposeThis study aims to extend the theory of planned behavior (TPB) model with additional factors such as perceived risk, knowledge of COVID-19, social media reviews, destination image and past experience to analyze what influences the travel destination intentions of young people.Design/methodology/approachAn online survey of young people was conducted, and SPSS 20.0 and Smart-PLS (Partial Least Squares) 3.0 software were used to evaluate the measurement and structural models.FindingsThe study uses the extended TPB (Ajzen, 1991) to build on the factors affecting the selection of tourist destinations in relation to the risk perception of COVID-19, past experiences and images of destinations when traveling after the pandemic.Research limitations/implicationsThis study demonstrates the feasibility of applying the TPB framework and protection motivation theory (PMT) elements to people planning to visit a travel destination in the immediate wake of a public health emergency such as the COVID-19 pandemic. It explains the factors influencing tourists' intentions to visit during and after the pandemic. COVID-19 awareness and previous travel experiences influence post-pandemic travel decisions.Practical implicationsThis research result will help build motivation and confidence for local tourism businesses regarding the rapid recovery of the industry among young people. However, businesses need to vigorously promote safety and adapt tourism services to suit the new post-pandemic situation.Social implicationsThe results of this study can help tourism businesses understand why young people may be hesitant to come to their localities for tourism so they can come up with a suitable development strategy to attract tourists.Originality/valueThis study expands on the framework of the TPB to explore additional factors that positively influence youth travel, and the barriers that concern them. It also provides data on the novel context of tourism in the post-pandemic era.