Xay di/ng mo hmh cac nhan to
anh hUcfng den quyet djnh mua sam cua ngu'di tieu dung
doi v6i sieu thj ban le
tai Dong bing song Cu'u Long
TRAN H6NG MIMH NGQC*
LCra THANH DCfC HAI"
Tom tat
Nghien cdu dugc thuc hien nhdm xdy dung thang do sa bg cdc nhdn to cd'u thdnh gid tri thuang hiiu dnh hudng di'n quye't dinh mua sam cua ngudi tieu ddng dd'i vdi cdc sieu thi bdn le tgi Dong bdng sdng Cdu Long. Ngodi cdc nhdn to'cd'u thdnh gid tri thuang hieu, nghien cdu cdn quan tdm bo sung vd hodn thiin cdc khdi mem ve tinh vi chung vd trdch nhiem xd hdi dUa tren nhgn thdc cua ngudi tieu dung. Ke't qud nghiin cdu ndy se ldm lien di cho cdc nghiin cdu tie'p theo, vdi muc tiiu hodn thiin md hinh day dd cdc nhdn id dnh hudng, tie'n hdnh mot cugc dieu tra khdo sdt y kie'n ngudi lieu dung vdi quy md ldn han.
Td khda: gid tri thuang hieu, quyi't dinh mua sdm. sieu thi bdn le. Ddng bdng sdng Ciiu Long Summary
This study was conducted to develop a preliminary .scale of elements of brand equity that affect consumers' purchasing decisions on retail supermarkets in the Mekong Delta. In addition to elements of brand equity, the paper pays attention to supplement and fulfill the concepts of ethnocentrism and social responsibility based on consumer perception. The results of this study provide a foundation for further studies on completing the full model of influential factors and conducting a larger survey of consumers.
Keywords: brand equity, consumers' purchasing decmon, retail supermarket. Mekong Delta Gldl THIEU biet, ti^ do nhu cau can cd them nhdng nghien edu de
didu chinh, bd sung, phat trien md hinh gia tri thddng Hidn nay, he thdng sidu thi ban le hieu cho phu hdp thi trddng Viet Nam, dac bidt la cho ihifcJng hieu Viet Nam cdn gap khd khan nganh phan phdi ban le hiendai.^ ^ trong qua trinh xay difng va khang dinh Nhom tac gia mong mudn tong ket cae ket qua gia tri thifdng hidu. Mdi quan he giffa nghien edu trong va ngoai ndde_ thdi gian qua ve gia tri thifdng hieu va hanh vi ngddi lidu nhdng khia canh, nhd: eac nhan to cau thanh nen gia diing da difdc nhieu nha nghien cdu trong tri thddng hieu, sd anh hifdng cua gia tri thddng hieu va ngoai nddc khing dinh. Tuy nhien, de'n hanh vi ngddi tieu dung, sif anh hddng cua tinh vi mdi quan he nay vin chda dddc nghien chung va traeh nhiem xa hgi den hanh vi ngddi tieu cihi sau va dinh lifdng ro rang. Dinh dung. Td dd, de xua't mdt md hinh nghien edu ve gia nghia khai niem gia tri thddng hieu vEn tri thddng hieu va hanh vi ngddi tidu dung phu hdp vdi chifa CO SLf thdng nha't"(Yoo va Donthu, nganh phan phdi ban le hien dai Viet Nam noi chunj 2001) din ddn mo hinh eac thanh phdn va cua Ddng bang sdng Cdu Long ndi ndng trong boi gia tri thifdng hidu vin eon nhieu khac canh hidn nay.
Tri/dng Dai hgc Mam Can Thd, " TrUdng Dai hoc Cln Thd
hhnh^n bdi: 20/10/2019; Ngdy phdn bien: 15/11/2019; Ngdy duyel ddng: 21/11/2019
103
HiNH: MO HIMH MGHIEM ClSU DE XGAT
CO sd LY THUYET VA PHUONG PHAP NGHIEN CLTU
Ca sd ly thuye't
Gia tri thddng hieu la mgt khai nidm quan trgng trong lmh vdc Marketing va la tai san vo hinh quan trong nhat cua hau he't cac doanh nghiep (Mohammad, 2013). Hien nay, cd nhieu quan diem va each danh gia khac nhau ve gia tri thifdng hidu. Lassar va cgng sif (1995) da dda ra 2 each tid'p can gia tri thffdng hieu, bao gdm: tid'p can dffdi gdc do tai chfnh va dddi gdc do khach hang. Trong bai vid't nay, gia tri thffdng hidu dddc de cap va nghidn edu dddi gdc do khach hang.
Khai niem ve gia tri thffdng hidu difa theo khach hang bat dau difdc sd dung rpng rai vao thap nidn 80.
Aaker (1991) cho rang, gia tri thffdng hieu dda tren khach hang nhif mgt tap hdp nhdng nhan td difde hoae ma't lien quan de'n thddng hieu (ten va bie'u tddng) dffdc cdng thdm vao hoae trd bdt ra khdi gia tri cua san pham/dich vu ddi vdi mot doanh nghidp hoac cac khach hang cua doanh nghidp do.
Lassar va eong sd (1995) da dda ra 2 each de'p can gia tri thffdng hidu, bao gdm: tie'p can dffdi gdc dp tai chinh va dddi gdc do khach hang. Trong bai vid't nay, gia tri thffdng hieu dddc de cap va nghidn edu drfdi goc do khach hang.
Anderson va Bennett (1988) cho rang, hanh vi cua ngrfdi tidu dung la nhii'ng hanh vi, ma ngffdi tieu dung the hien trong viec tim kid'm, mua, su" dung, danh gid sdn phSm va dich vu, ma ho mong ddi se thoa man nhu eau ea nhan cua ho. Con Solomon Michael R (1992) dinh nghia, hanh vi tidu diJng la mot tid'n trinh cho phep mdt ca nhan hay mdt nhom ngffdi lffa ehgn, mua sam, sd dung hoac loai bo mgt san pham/dich vu, nhdng suy nghT da co, kinh nghiem hay tich luy, nham thda man nhu eau hay ffdc mud'n cua ho.
Nguydn Trrfdng Sdn va Tran Trung Vinh (2008) da Irfdng hda sff tac dong cua cac nhan td eau thanh gia tri thrfdng hidu den hanh vi ngddi tidu dung tren thi trddng dien thoai di dpng hidn nay. Sff Iffdng hda nay dffdc xae dinh cho tffng cap nhan td, cQng nhff cho tong the gia tri thffdng hidu tac dgng de'n hanh^vi ngrfdi tidu diang. Ddng thdi, nghien cdu cOng khang dinh:
chat Iffdng cam nhan, lien tffdng thddng hieu kd't hdp vdi nhan biet thrfdng hieu va trung thanh thffdng hieu anh hffdng tich Crfc de'n gia tri thifdng hidu;_Gia tri thrfdng hidu ed tac dong thuan chidu ddn yeu thich thffdng hidu va drf dinh mua, nhrfng khong anh hrfdng tich effe ddn san sang tra gia cao va ydu thich thrfdng hieu anh hrfdng trrfc tie'p, tich cdc de'n dff dinh mua.
Shimp va Sharma (1987) phat trid'n bd thang do toan dien ve tinh vi chung tidu dling, dd la thang do Cetscale. Thang do nay da difdc nhi^u nha nghidn cffu ffng dung trong cac nghidn cffu thffc nghidm ve tinh vi chung tidu dung. Nguyen Thanh Long (2011) da suf dung thang do Cetscale de do Irfdng tinh vi chung tieu dung va xac dinh tac ddng cda nd ddn sff tham dinh cha't Irfdng, gia ca va srf san long mua ha ng ngoai. Ke't qua nghien cffu cho tha'y, tinh vi chung tidu dilng khdng lam mat di tinh khach quan khi danh gia chat Irfdng hdng ngoai. Chat Irfdng la nhan to' hang dau eho sff s5n long mua;
Gia ca la nhan td khong quan trong, d tat ea mat hang trong nghien cffu.
Dffa vao cd sd ly thuyd't ndu trdn, nhdm tac gia xay dffng mo hinh nghien cffu nhff PTinh.
PhUcfngphdp nghien cdu Trong nghien crfu nay, nhdm gia sfl dung phddng phap nghien cffu dinh tinh va dmh Iddng. Nhom tac gia dd'n hanh khao sat 50 ngffdi tieu diang tai 3 tinh, thanh phd, bao gdm: Can Thd, An Giang, Kien Giang drfa tren bang eau hdi chi tiet trong thdi gian trf ngay 01-15/06/2019.
Nhdm tae gia sd dung phrfdng phap kiem dinh dg tin eay cua thang do bang he sd Cronbach's Alpha va phan tfch nhan to' kham pha (EFA) drfdc sd dung.
nham dieu chinh thang do sd bd dd' hinh thanh mo hinh nghien cdu ve cac nhan td cSu thanh gia tri thifdng hieu anh hrfdng den quye't dinh mua sam cda ngrfdi tidu dung doi vdl sieu thi ban le tai Dong bang song Cdu Long.
KETQUA NGHIEN CLTU Ket qud ddnh gid dg tin cdy thang do Ket qua cua kidm dinh do tin cay thang do cho thay, thang do Trach nhidm kinh te^cd bidn TNKT2 c6 he sd trfdng quan tong bien nho hdn 0,3, ndn bien nay bi loai khoi mo hinh. Thang do Trach nhiem kinh te difoe thrfe h.cn kidm dinh
104
do tin c?y thang do vdi he sd Cronbach's Alpha Iln 2. Ke't qua cho thay, he sd Cronbach's Alpha bang 0,823 va cac bi^n deu dat ydu cau.
Bdn canh dd, ke't qua kiem djnh dd tin cay thang do vdi hd sd Cronbach's Alpha cho thay, cua cac nhdm nhan td dao dong tff 0,772-0,935. He so trfdng quan t6ng bien khong co bid'n nao < 0,3, du dieu kien de dffa vao phan tich nhan td tiep theo (Bang 1).
Ki't qua phd n tich EFA
Thang do cdc nhdn td cdu thdnh gid tri thudng hieu
' Cac bie'n dat yeu eau trong brfdc kiem dinh dd tin cay thang do vdi he sd Cronbach's Alpha drfde dffa vao phan tich EFA vdi phrfdng phap trich la Principal Axis Factoring va phep xoay Promax. Ke't qua phan tich EFA cho Ihay, chi sd KMO la 0,649, gia tri P la 0,000, chffng to dff lieu phSn tich la phu hdp. 24 bien quan sat dat ydu cau va difdc trich thanh 6 nhan td vdi phddng sai trich la 73,335.
Cac bien CL6, CL8, CL10,CL11, GTKl bi loai khoi mo hinh nghidn effu, 24 bie'n quan siit cdn lai dddc trich thanh 6 nhan td, bao gdm: Gdi nhd thffdng hieu; Nhan bid't diffdng hieu; Cam nhan ve cha't Iffdng; Srf lien tffdng thffdng hieu; Long trung thanh thffdng hieu; Gia tri thffdng hieu khde. Theo kd't qua phan lich EFA, nhan tdNhan bid't thifdng hidu diftfc phan chia thanh Gdi nhd thffdng hieu va Nhan bid't thffdng hidu (Bang 2).
Thang do Trdch nhiem xa hdi doanh nghiep. Ke't qua eho tha'y, chi sd KMO la 0,694, gia tri P la 0,000, ehffng to dff lidu phan lich la phu hdp. Cac bid'n quan sat deu dat yeu cau va dffdc trich thanh 4 nhan tdvdi phffdng sai dich la 80,250. Cae bid'n deu dat yeu cau va drfdc nhdm lai thanh 4 nhan td, bao gdm: Trach nhidm nhan ai;
Trach nhiem dao dffc; Trach nhidm phap luat; Trach nhiem kinh te.
Thang do Tinh vi chiing tiiu diing K^t qua cho tha'y, chi sd KMO la 0,642, gia tri P la 0,000, chffng td dff lieu phan fich la phu hdp, 13 bid'n quan sat dffdc trich thanh 3 nhan td vdi phddng sai trfch la 69.736 Bid'n TVCIO bi loai khoi mo hmh nghien cdu do cd he sd tai nhan td nho hdn 0,5 va 13 bie'n con lai dat ydu cau cua ke't qua phan tich nhan td kham gha, tao thanh 3 nhdm nhan td, bao gdin:
Ung hg hang Viet; Han che' hang ngoai;
Phan ddi hang ngoai.
BAMG 1: KET Q G A KIEM DINH DO TIN CAY THANG DO Thang do
Sif nhan biel ihirong hieu (NB) Cam nhan \4 cha'l liTdng (CL) Sir lien tifSng thiTcfng hieu (LT) Long trung Ihanh thifdng hieu (TT) Gia tn thu'dng hieu khac (GTK) Tinh vi chiing tieu clijng (TVC) Triich nhiem kinh te (TNKT) Trach nhiem phap [^ (TNPL) Trach nhiem dao dilc (TNDD) Trach nhiem nhan di (TNNA) Quyet dinh mua sSm (QD)
Sd' bien quan sat 6 11 4 3 4 14 4 4 5 5 5
He sfi'Cronbach's Alpha 0,772 0,916 0,861 0.779 0.799 0,821 0,823 0,927 0,919 0,935 0,838
BANG 2: KET Q U A PHAN TICH NHAN TO KHAM P H A THANG DO CAC NHAN TO CAC T H A N H GIA TRj THddNG HiEO
NBl NB2 NB3 NB4 NB5 NB6 CLI CL2 CL3 CL4 CL5 CL7 CL9 LTl LT2 LT3 LT4 TTI TT2 TT3 TT4 GTK2 GTK3 GTK4
Nhom DbSn td' 1
0,652 0.784 0,563 0.680 0,772 0.892 0,770
2
0.913 0,849 0.687 0,654
3 0,739 0.542 0,922
4
0,757 0,863 0,73"
5
0,761 l),939 0.506
6
0,730 0,883 0,521 0,633
105
HiNH 2: mo HINH NGHIEN CtTU Ddl^C HIEG CHINH SAU KHI NGHIEN CCfG SO BQ
Ddi vdi thang do Quye't dinh mua sam cua ngUdi tieu ddng. Ke't qua cho Iha'y, thang do Quye't dinh mua sam cho thay chi sd KMO la 0,798, gia tri P la 0,000, chffng to dff hdu phan tieh la phu hdp, 5 bid'n quan sat deu dat ydu cau va dffdc trfch thanh 1 nhan td duy nhS't vdi phddng sai trfch la 60,928. Nhan to' nay dffde giff nguyen tdn ban d^u la quye't dinh mua sam cua ngffdi tidu dung.
Bieu chinh md hinh nghien cdu
Dda tren ket qua phan tieh dd rin cSy thang do vdi he so' Cronbach's Alpha va phan tfch EFA, mo hinh nghien cffu sd bo du'dc hidu ehinh nhff Hinh 2.
KET LUAN
Ke't qua nghidn cdu cho tha'y, cac thang do: Trdch nhidm xa hoi doanh nghidp; Tinh vi chung tidu dung; Quyet dinh mua sam cua ngffdi tieu dung da dat ydu eau ve dd tin cay, phddng sai trich, tinh ddn hffdng, gia tn hoi ty, gia tri phSn biet va phii hdp vdi dd lieu tai Viet Nam.
Kd't qua nghien cffu nay se ddng gdp lam phong phu hdn vao he thdng ly luSn khoa hoc trong lmh vffe quan tri thffdng hieu va la mpt tai lieu tham khao cho nhffng ngu'di nghien edu sau nay trong lmh vffe marketing va quan tri thddng hidu. Thang do cdc nhan to' ca'u thanh gii. tri thffdng hieu tai thi trffdng phan pho'i ban le Dong bang sdng Cdu Long dffdc xay dffng dffa tren viec tong thuat mo hinh nghien cffu cua cac nha nghien cihi quoc td' v& trong nffdc, tham khao y kid'n chuyen gia trong lmh vffe quan tri thffdng hidu va dieu tra phong va'n ngffdi tieu dung. Md hinh cd y nghia gdp phan bd sung vao he thdng thang do ve gia tri thffdng hidu cdn kha mdi me d nffdc ta va lam nen tang cho cac eong trinh nghien cffu tie'p sau trong cung linh vffc.LI
. T A I L I E U THAMKHAO _ _ _ _ _ _ _ _ _ 1. Nguydn Trffdng Sdn va Tr^n Trung Vinh (2008). Sff anh hffdng cua gia tri thffdng hidu dd'n hanh vi mua sam cua ngu'di ridu dung trong thi trffdng dien thoai di ddng Viet Nam, Tgp chi Khoa hgcvd Cdng nghe, TrUdng Dgi hgc Dd Ndng. 6(29), 121-127
2. Nguydn Thanh Long (2011). Tinh vi chung ridu dung va stf san long mua hang ngoai cua ngu'di tidu dung: Trffdng hdp cac mat hang sffa bot, du'dc pham va trai cay. Tap chi Phdt trien Khoa hgc vd Cong nghi, 03, 40-55
3. Tr^n Trung Vinh va Ld Van Huy (2016). Gia tri thffdng hieu va anh hddng cua nd dd'n phan ffng cua khach hang: Trffdng hdp thffdng hieu APPLE tai thj tnfdng didn thoai thong minh Vidt Nam, Tgp chi Kinh le & Phdt trien, 223, 51-60
4. Tran Trung Vinh, Ld Van Huy va Tran Thi Kim Phffdng (2017). M6'i quan he giffa cac nhan td cau thanh gia tri thffdng hidu va dff dinh mua: Trffdng hdp thddng hieu Heineken tai thi trffdng bia VietNam, Tap chi Kinh te <& Phdt trien, 231, S3-B4
5. Aaker (1991). Managing Brand Equity: Capitalizing on the Value ofa Brand Name, New York: The Free Press
6. Anderson, P. F. and Bennett, P. D. (1988). Dictionary of Marketing Terms, Chicago: Amencan Markering Associarion
7. Lassar, W., Mittal, B., and Sharma, A. (1995). Measuring Customer-Based Brand Equity, Journal of Consumer Marketing, 12, 11-19
8. Mohammad, J. T (2013). Evaluation and prioritization of Brand Equity Dimensions from Customer Viewpoint in Banking Industrial, Institute of Interdisciplinary Business Research, 04(9), 395-401
9. Shimp, T. A., and Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE, Journal of MarketingResearch, 24(3), 280-289
10. Solomon, Michael R (1992). Consumer Behavior: Buying. Having and Being, Boston: Allyn and Bacon, UK
11. Yoo, B. and Donthu, N. (2001). Developing and vahdating a multidimensional consumer- based brand equity scale. Journal of Business Research, 52, 1-14
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