KINH DOANH
ANH Hl/dNG CUA CAC NHAN TO
CAU THANH GIA TRI TAI SAN THlJOfNG HIEU DEN Y DINH MUA MY PHAM HAN QUOC TAI THI TRlJCfNG THANH PHO NHA TRANG
• MAI THj LINH
TOM TAT:
Muc dich cua nghidn cffu nhdm phan tich anh hffdng cua nhffng ye'u td' cau thanh ndn gid tri tai san thffdng hidu den y dinh mua my pham cham sdc da Han Qudc tai thj trffdng thanh phd' Nha Trang. Dff lieu thu thdp dffde tff 196 mdu vd dffde kiem dinh thang do bang he so Cronbaeh's Alpha va phdn tieb nhan to' khdm pha EFA qua phan mem SPSS 20. Phan tich tffdng quan vd hdi quy tuye'n tinh se dffde sff dung de kiem dinh md hinh va cdc gid thie't nghien cffu. Ke't qua phdn tich da cbi ra 3 yd'u td' cd tde dpng den y dinh mua my phd'm cham sdc da Han Qudc eua khdch bang, gom: (1) Ldng tin thffdng hidu, (2) Chd't Iffdng cam nhdn, (3) Gid tn cam nhan. Tff dd, tae gid de xua't nhffng giai phap giup cdc nha lam thffdng hieu bie't each tac ddng phu hdp dd'n y dinh mua my pha'm cham sdc da Han Qud'c cua khaeh hang tai thi trffdng thanh phd' Nha Trang.
Tiif khda: Gia tri tai san thffdng hieu, nhan td' anh hffdng, my phd'm cham soc da Han Qudc, tbi trffdng thanh pho Nha Trang.
1. D§t vSn dd
Thdnh phd' Nha Trang ed khi hdu nang ndng quanh ndm, vi vdy nhu cau su" dung my phd'm chdm sdc vd bao vd da la rd't can thie't. Trong vd sd'nhffng mdt bang my pham tff nhieu ngudn kbdc nhau thi my pha'm Han Qud'c dffde ffa chuong nha't. Theo dff lieu tff Trade Map eua Trung tdm Thffdng mai Qud'e te'(ITC): Singapore, Thai Lan va Han Qud'e dang la nhffng nen kinh te' giff thi phin cao nhd't trong xud't khau my pha'm vao Viet Nam (Minh Sdn vd Anh Tii, 2017). Theo hang nghien cffu Mintel, Han Qud'c hien la tbi trffdng san pham eham sde da Idn thff tff trdn todn thd' gidi, vdi doanh thu trong nam 2018 ffdc tinh hdn
13,1 ty USD, rieng san pbdm chdm sdc da mat ehid'm mdt nffa tong thi phan va dff kie'n se dat 7,2 ty USD vdo 2020 (Thai Binh, 2018). Nhffng con so'ndy cho tha'y my pham chdm sdc da de'n tff Han Qud'c dang la xu hffdng trdn the' gidi ndi chung va lai Viet Nam cung nhff d thi trffdng thanh phd' Nha Trang ndi rieng. Mdt cau hdi dat ra la vi sao kbdeh hang ffa chuong my pham Han Qud'e vd yd'u td' nao trong kd't ca'u tai san thffdng hidu ddng vai trd quan trpng anh hffdng dd'n y dinh mua my phd'm cham sdc da Han Qud'c tai thi trffdng thdnh phd' Nha Trang dffde eac nha lam thffdng hidu quan tam. Cbinb vi vay, viee nghidn cffu anh hffdng ciia nhffng nhan td'ca'u thanh Gia
S d 9 - T h o n g 5/2019 223
tri tai san thffdng hidu dd'n y dinh mua my pham ehdm sde da Han Qud'e tai thi trffdng Thanh phd' Nha Trang se cung ed'p them thdng tin cho eac nhd lam thffdng hidu trong linh vffe nay, tff dd cd the dinh hffdng cai thidn ede yd'u td'ndy nham gia tdng khd ndng Iffa ehpn eua khdch hang.
2. Phriofng phap nghidn ctfu
2.1. Cc/sdly thuyi't vd md hinh nghiin cffu Gia tri tai san thffdng hieu (Brand Equity) xud't hien lan dau tien vao nhffng nam 1980 va dffde dinh nghia tren cac quan diem khac nhau. Theo Aaker (trich ddn trong Hsu va edng sff, 2012) cho rang Gia tn tai san thffdng hidu la gid tn tang them eho dich vu/san pha'm do thffdng hieu mang lai.
Aaker cho rang Gid tri tai san thffdng hidu dffde cd'u thanh bdi bd'n ye'u to cbinb: nhan bid't thffdng hidu (brand awareness), lien tffdng thffdng bieu (brand association), ehd't Iffdng earn nhdn (perceived quahty) va trung thanh thffdng hidu (brand loyalty).
Ngoai ra cdn ed cdc tai san ddc quyen khac nhff ban quyen, bang sang chd'...
Keller (1993) eho rang Gia tri tai san thffdng hieu ehinh la kie'n thffc eua ngffdi tieu dung ve thffdng hidu va gpi dd la Gia tri tai san thffdng hidu dffa trdn khach bang - CBBE (Customer-based brand equity), la "hieu ffng khde bidt cua kid'n thffe thffdng hieu Idn phan ffng eua ngffdi tieu diing dd'i vdi boat ddng tie'p thi thffdng hidu". CBBE nay sinh khi ngffdi tidu diing quen thudc vdi thffdng hieu va nam giff mdt so' lidn tffdng thffdng hieu thudn ldi, manh me va ddc ddo trong bd nhd. Kid'n thffe thffdng hieu gdm 2 thanh phan: nhan bie't thffdng hieu va hinh anh thffdng hidu.
TheoLassar va cong sff (1995), Gia tritai sdn thffdng hieu bat ngudn tff sff tin nhiem ma ngffdi tieu dung dat trong mdt thffdng bidu hdn la trong ede dd'i thu canh tranh eua nd. Sff tin nhidm ndy chuyen thanh long trung thanh cua ngffdi tieu dung va hp sdn Idng tra gid eao eho thffdng hidu.
Lassar va edng sff da de xud't md hinh Gid tri tai san thffdng hidu gdm nam nhan td' cd'u thdnh:
nang Iffc thffdng hidu (performance), gia tri cam nhdn (perceived value), hinh anh thffdng hidu (image), Idng tin thffdng hieu (trustworthiness) va gdn kd't thffdng hidu.
Trdn cd sd nghidn effu eac ly thuyd't ve gia tri tai san thffdng hidu va tham khao mdt sd nghidn effu cd lien quan eua cdc tdc gia, nhff: Le Qudc Nghi va cdng sff (2014), Ld Dang Lang (2013), Hsu va cdng sff (2012), Liu va edng sff (2017). Trong nghidn effu
nay, tae gid xem xet Gid tri tai san thffdng hieu dffa vao khaeh hang va de xud't md hinh nghien cffu gdm ede bid'n so sau: bid'n phu thudc - Y dinh mua my pham cham sdc da Han Qudc; bid'n dpc lap, gdm: 1. Nhan bie't thffdng hieu (Brand Awareness), 2. Hmh dnh xd hpi (Social Image), 3. Cha't Iffdng cam nhdn (Perceived Quality), 4. Gia tri cam nhan (Perceived Value), 5. Ldng tin thffdng hidu (Trustworthiness). Ca 5 ye'u td'deu dffde gid thiet la cd dnh hffdng dffdng dd'n y dinh mua my pha'm cham sdc da Han Qud'c tai thi trffdng thanh phd Nha Trang (Hlnh 1).
2.2. PhUdng phdp phdn tich
Nghien cffu sff dung phffdng phap phdn tich thdng kd tan sd' de md ta cac thudc tinh cua nhdm mau khao sat nhff: gidi tinh, nhdm tuoi, thu nhap binh quan hang thang, chi tidu binh qudn hang thang cho my pham nham phan anh mdt each long qudt dac trffng cua dd'i tffdng nghidn cffu. Nghien cffu nay sff dung phan mem SPSS 20 de kiem dinh cdc gia thie't trong phan tich dff lieu. Viec phdn tich dff lieu dffde tid'n hdnh qua eac bffdc sau:
Hinh 1: Md hinh nghiSn c(tu de xuat Nh|ln biet thffong hi^u
(Brand Awareness)
Hlnh anh xa hOi (Social Image)
Chat luang cam nh$n (Perceived Quality)
Gia tr| cam nhdn {Perceived Value)
Ldng tin thUdng bi$u (Trustworthiness)
+H3 JC
/ins
Y dmh 1 mua my
phdm Cham soc
da Han , Quoc i
Ngudn: Tdc gid long hpp id nghien cUu ly thuyet vd cdc de ldi nghiin cdu liin quan Budc /.•Thffc hidn vide phan tich dp tm cay cua eac thang do bang he sd' Cronbaeh's Alpha nham trffdc khi phan tich nhdn td EFA de loai cae bie'n khdng phu hdp vi cdc bie'n rae nay cd the tao ra cac ydu td'gia. Theo Hoang Trong va Chu Nguydn Mdng Ngpc (2005) thi he sd tin cdy Cronbaeh's Alpha chi cho bid't cdc do Iffdng cd lidn kd't vdi nhau hay khdng nhffng khdng eho bid't bid'n quan
2 2 4 So 9 - T h a n g 5/2019
KINH DOANH
sal nao edn bd di va bid'n quan sat ndo can giff lai.
Khi do, vide tinb toan he sd' tffdng quan giffa bid'n - tdng se giup loai ra nhffng bie'n quan sat ndo khdng ddng gdp nhieu cho sff md ta cua khdi niem can do. Khi dd, loai ede bid'n quan sdt cd he sd' tffdng quan bie'n - tong nhd hdn 0,3; tieu chuan chpn thang do khi cd dp tin edy Alpha Idn hdn 0,6 (Nguydn Dinh Tho va Nguyen Thi Mai Trang, 2009). Cac mffe gid tri cua Alpha: ldn hdn 0,8 la thang do Iffdng td't; tff 0,7 dd'n 0,8 Id sff dung dffde;
tff 0,6 ird ldn la cd the sff dung trong trffdng hdp khdi nidm nghidn cffu la mdi hoac la mdi trong bd'i canh nghien cffu.
Budc 2: Phdn tieh nhdn td khdm phd EFA ebo td't ea eac bid'n quan sdt de tra ldi cau bdi lieu cdc bie'n quan sat dung de danh gia y dinh mua my pham cham sdc da Han Qud'c ed dp kd't dinh eao khdng? Cde dieu kidn cdn ddiSc dam bao vdi kd't qua phdn tieh nhdn to'la: He sd'tai nhan td'(Factor loading) >0,5; cbi sd' KMO (KaiserMeyer-Olkin) trong khoang 0,5 dd'n 1 va he sd' Sig. cua kiem dinh Barlett <0,05; dd'i vdi thang ddn hffdng thi sff dung phffdng phap trich nhan td' "Principal Components". Thang do chd'p nhdn dffde khi tdng phffdng sai trich dffde bang hoac Idn hdn 50%
(Nguydn Dinh Thp, 2011).
Budc 3: Thffe hidn phdn tieb hdi quy da bid'n de ddnh gia mffe dd anb hffdng eua tffng nhdn td' de'n y dinh Iffa chon my phd'm dffdng da Han Qud'c vdi cae dieu kien: Dp phil hdp cua md hinh (sig. cua kidm dinh ANOVA <= 0,05); Hidn tffdng tff tffdng quan vd da cdng tuyd'n khdng dang ke (1< DW< 3; hd sd VIF < 2) (Hoang Trpng va Chu Nguydn Mdng Ngpc, 2008), kiem dinh eac gia thie't cho hdm hdi quy tuyd'n tinh vffa xdy dffng.
2.3. Phuong phdp thu thdp sd'lieu Trong nghien cffu, thang do Likert 5 mffc dp dffde sff dung de do iffdng cac khai nidm trong md binh phdn tieh vdi mffc dp tang dan tff I de'n 5 (1: Ra't khdng ddng y, 5: Hoan toan ddng y).
Qua trinh thu thdp dff lidu tff ngay 30/05/2018 dd'n ngay 12/06/2018 vdi tdng sd'bang cdu hdi gffi di la 250, thu ve 223 mdu (dat 89,2% tren tdng so' bang edu hdi gffi di), sd' mau hdp Id la 196 mau (dat 87,9% tren tdng sd' mdu thu ve). Nhff vdy ed sd dff lidu dffa vao xffly va phan tich la 196 mdu sau kbi da dffde lam saeb. Theo Hair va cdc cdng sff (trich ddn trong Nguydn Dinh Thp, 2011) thi de sff dung EFA, kich thffdc mau td'i thieu phai la 50, td't hdn la 100 va tile quan sat / bid'n do Iffdng
la 5:1, nghia la 1 bie'n do Iffdng can toi thidu Id 5 quan sat, td't nha't la 10:1 trd ldn Hodng Trpng va Chu Nguyen Mdng Ngpc (2005) cung cho rang ty le giffa so' mau td'i thie'u trdn sd bid'n do Iffdng it nha't phai la 4 hay 5. Trong nghien cffu nay cd ta't ca 29 bidn quan sat can tie'n hanh phan tich nhdn td', vi vay sd' mdu tdi thieu can thiet la: 29 x 4 = 116. Mdu dffde Id'y theo phffdng phap thudn tidn tai mpt sd' effa hang my pha'm trdn dia ban Thanh phd' Nha Trang hoac gffi gian tie'p dd'n nhffng ngffdi quan tam dd'n my pha'm chdm sdc da sd'ng tai Nha Trang thdng qua mang xa hpi Facebook (nhffng ngffdi dung theo ddi trang ban hang eua eac shop my phd'm trdn dia bdn thdnh phd' Nha Trang) bang bang cau hdi dffde thie't ke' tren Google Form.
3. Kd't qua ph3n tich
3.1. Kit qua phdn tich Cronbach's Alpha Ke't qua phan tich he sd' Cronbaeh's Alpha eua ta't ea cdc thang do ede nhdn td' dnh hffdng dd'n y dmh Iffa ehpn my phd'm dffdng da Han Qud'c tai thi trffdng Thanh phd' Nha Trang deu ldn hdn 0,6 va he sd' tffdng quan vdi bid'n tdng eua cdc bid'n quan sat ddu ldn bdn 0,3. Nhff vay, cac bid'n du didu kidn de sff dung ebo bffdc phdn tich nhan td' khdm pha EFA tid'p theo.
3.2. Kit qud phdn tich EFA
Trffdc kbi thffc hien eae bffde phan tich tffdng quan va phan tich hdi quy; tde gid thffc hidn kiem dinh dp tin cdy cua eae thang do sau phan tich nhdn td khdm pha EFA thdng qua he sd' Cronbaeh's Alpha. Ke't qua eho tha'y ta't ed cac thang do deu ed hd so'Cronbaeh's Alpha > 0,6 nen cdc thang do deu dat dp tin cay. Nhff vay ta cd the tid'p tue phan tich cac bffde tie'p theo.
Phan tieh tffdng quan, kd't qud cho tbd'y chi sd' Pearson Correlation cua ta't ca cac bie'n deu cd gid tri nhd bdn 0,8; chffng td xac sua't xay ra hidn tffdng da cdng tuye'n giffa cac bid'n dde lap trong md hinh la kha thd'p.
3.3. Kit qua phdn tich hdi quy tuyi'n tinh Dffa tren ea'u triic cua md hinh nghien effu dd xua't, ta tie'n bdnb phan tich hdi quy da bie'n vdi cac bid'n BA (Nhdn bie't thffdng hieu), SI (Hinh anh xa hpi), PQ (Cha't Iffdng cam nhdn), PV (Gia tri cam nhdn), TW (Ldng tin thffdng hidu) dd tff dd danh gia mffc dd anh hffdng cua 5 bie'n nay len bie'n sd' YD (Y dinh mua my pham cham sde da Han Qud'c). Phffdng trinh hdi quy tdng quat dffde xay dffng nhff sau:
So 9-Thong 5/2019 225
YD = Bo + B|*BA + E2*SIl + 64' PV + B5*TW
*PQ
Bang 1. Ket qua phdn tich hoi quy (Coefficients)
Nhan to
He so goc BA SI PQ PV TW
H0SO hoi quy
(B) 0,371 0.122 -0,034 0,201 0,170 0,462
hl$ so hoi quy chu^n hoa
(Beta)
0,095 -0,027 0,165 0,134 0,410
t
1,009 1,422 -0,394 2,183 1,902 5,423
Sig
0,314 0,157 0,694 0,030 0,059 0,000 Ngudn: Kit qud phdn tich trin SPSS 20 Bang 1 ehi ra rdng cd 3 nhdn td'gidi thieh cho y dinh mua my phd'm cham sdc da Han Qud'c gdm:
TW - Ldng tin thffdng hieu (Sig = 0,000 < 5%), PQ - Chd't Iffdng cam nhdn (Sig = 0,030 < 5%), PV - Gia tri cdm nhan (Gia tri Sig = 0,059 khdng cd sff ehdnh Ideh qud ldn so vdi mffe gia tri 0.05 do dd van dffde cha'p nhan). Cac nhan td cdn lai gdm BA - Nhdn bid't thffdng hidu vd SI - Hinh anh xa hdi khdng anh hffdng dd'n y dinb mua my pham chdm sdc da Han Qud'e.
Kd't qua phdn tich hdi quy cho thd'y rang: gid tri R- bleu chinh bdng 0,408 la gia tri dffdng vd cd y nghia thd'ng kd (F = 27,904 va Sig. - 0,000 <
5%). Trong ndm bid'n dpc lap dffa vao md hinh gdm: Nhan bie't thffdng hieu, Hlnh anb xd hpi, Cha't Iffdng earn nhan, Gid tri cam nhan, Ldng tin thffdng bidu tbi cd ba bid'n dpc lap Id Cha't Iffdng cam nhan, Gia tri cam nhan va Ldng tm thffdng bieu cd tac ddng triTc tidp dd'n y dinb mua my phd'm cham sde da Hdn Qud'e Trong dd, bie'n Ldng tin thffdng hieu cd anh hffdng ldn hdn dd'n y dinh mua my pham cham sdc da Hdn Qud'e so vdi eac bie'n cdn lai.
Md hinh hdi quy ffdc Iffdng ebud'n hda:
YD = 0,165*PQ+ 0,134*PV+ 0,410*TW Nhff vdy, cd 3 bie'n trdn trong md hinh nghien cffu dieu chinh deu cd y nghia thd'ng kd va ca 3 bid'n cd sff tae ddng ciing chieu dd'i vdi y dinh mua my pham eham sdc da Han Qud'c cua kbdeh hang tai thi trffdng Thanh phd Nha Trang.
4. Ke't lu^n va dd xuS't ham y quan tri 4.1. Kit luan
Nghidn effu ndy dd phat tridn md hinh Gia tr|
tai san thffdng hidu cho linh vffe my pha'm cham sdc da Han Qud'c tai thi trffdng Thdnh phd Nha Trang.
Theo md hinh nghien cffu ly thuye't ban d^u, cd 5 nhdn td' cd'u thdnh Gia tri tai san thffdng hidu anh hffdng de'n y dinh mua my phd'm cham sdc da Han Qud'c, gdm: (I) Nhan bie't thffdng hieu, (2) Hinh anh xa hdi, (3) Cha't Iffdng cam nhan, (4) Gia tri earn nhan, (5) Ldng tin thffdng hieu. Tff eac dinh nghia vd cac nghien effu lidn quan tae gia da xay dffng dffde tdng edng 29 bid'n quan sat dung de xay dffng thang do.
De kiem dinb do tin cay cua thang do Likert nam mffc do, be sd Cronbaeh's Alpha va phan tich nhdn to' EFA da dffde sff dung. Ke't qua cud'i ciing dd xac dinh cd 28 bid'n quan sdt dffde dffa vdo phan tich tffdng quan vd phdn tich hdi quy.
Kd't ludn ciia nghidn cffu cho thay cd 3 nhdn td anh hffdng de'n y dinh mua my pham eham sde da Han Qud'e (dffde sdp xd'p theo mffc dp anh hffdng tff eao dd'n thd'p) gom: (1) Ldng tin thffdng hidu, (2) Cha't Iffdng cam nhan, (3) Gia tri cam nhdn. Hai nhan td' Nhan bidt thffdng hieu va Hlnh anh xa hdi khdng anh hffdng de'n y dinh mua my pham cham sdc da Hdn Qud'c eua khdch bdng trdn dia ban Thanh phd' Nha Trang.
4.2. Hdm y qudn tri
Thd nhd't, nhdn td' "Ldng tin thffdng hidu" cd anh hffdng manh nhd't dd'n y dinh mua my pham cham sdc da Han Qud'e cua khdch hang, chinh vi vdy de tang Gid tri tai san thffdng hieu nham gia tang y dinb mua va ldi the' canh tranh, eac thffdng hidu my pha'm chdm sdc da Han Qud'c can duy tri va gia tang long tin thffdng bleu cua ngffdi tieu dung bang nhffng each sau: (I) Da'y manh truyen thdng thffdng hieu de khdch hang cd the dd dang tim kid'm mpi thdng tin can thid't ve thffdng hidu (danh tie'ng ed nhan - CEO, cdc chid'n Iffdc phat tridn trong hidn tai va tffdng lai,...). Cae nhd quan trj va cac nha lam thffdng hidu cd the tan dung sffe manh cua truyen thdng qua mang xd hdi de gia tang td'c dd lan truydn thdng tin dd'n ddng dao ngffdi tieu diing nhff: sff dung website, fanpage;
eung ca'p thdng tin qua hinh anh hoac video viral;
tffdng tdc vdi khach hang than thie't vd khach hang mdi tiem nang;... se la nhffng each giup cho cac thffdng hidu my pha'm cham sde da Han Qudc
226 So 9-Thang 5/2019
KINH DOANH
cdlhd thdng tin den khdch hang mdt cdeb chi tiet vd bao quat nhd't. Tuy nhidn, vi gia tri trung binh cua bie'n quan sat TW2 (tin nhffng ldi qudng cao cua thffdng hidu Id cbinb xac) dat gid tri tha'p nha't trong thang do Ldng tm thffdng hieu, do dd cac thffdng hidu can chu y ve tinh chinh xac cua thdng tin cung ed'p de'n khach hang, tranh tinh trang thdi phdng sff that; (2) Cdc thffdng hidu cdn tie'p tue vide xdy dffng dpi ngu cham sde khach hdng nham duy tri trai nghidm sau mua bang cua khach hang va giff nd d mffe cao bang each duy tri nhffng nhdn thffc tieh effe cua khaeh hang dd'i vdi thffdng hieu ea trffdc, trong va sau kbi mua vd sff dung san pha'm.
Thd hai, vd nhdn td' "Chd't Iffdng cam nhdn", cae thffdng hieu can tid'p tuc duy tri va dd'y manh vide nghien cffu nham cho ra mat nhidu hdn nhffng dong san phd'm chid't xud't tff thien nhien, hffdng san phd'm de'n sff lanh tinh, tuydt dd'i khdng sff dung nhffng thanh phan cd'm hoac nhffng thanh phan bi ban ehd' sff dung trong san xud't my phd'm chdm sdc da.
Tff ke't qua thd'ng ke md ta bien sd cua thang do Chd't Iffdng cam nhdn, bie'n sd PQ4 (hidu qua tdt hdn thffdng hieu kbdc) dat gia tri tha'p nha't trong thang do, ehinh vi vay cac thtfdng hieu cdn dd'y manh vide tid'p cdn edng nghe mdi nham tang hieu
qua san phd'm (vi du cdng nghd nano, super nano, 3D nano vdi kich thffdc hat sidu nhd gidp eac thanh phan dffdng ehd't trong my pha'm chdm sde da tha'm thd'u sau hdn vdo bdn trong da, tff dd giup san phd'm dat hieu qua nhanh va cao hdn); tim kid'm ra nhffng boat cha't mdi cd hidu qua cao hdn de thay the' nhffng boat cha't da va dang sff dung. Khi thffdng hieu thffc Men thanh edng nhffng hffdng di trdn se ed the tao ra sff ddt phd ve edng nghe, tff do tao ndn sff cdch bidt vd chd't tffdng sdn pha'm so vdi cdc thffdng hidu canh tranh trdn thi trffdng.
Thd ba, ve nhan to' "Gia tri cdm nhan", kd't qua thd'ng ke md ta bid'n sd' eua thang do Gia tn cam nhdn eho thd'y bid'n sd'PV3 (tdng Idi ich ldn bdn tdng chi phi) dat gia tri tha'p nha't trong thang do Gia tri cam nhdn, tffe khaeh hang ddnh gid rang ehi phi md hp bo ra de sd bffu san phd'm van cdn ldn hdn ldi Ich tff vide sff dung san pham dd, ddng nghia vdi vide gid cua san pha'm tuy khdng cd sff chdnh lech Idn nhffng van chffa hodn toan tffdng xffng vdi ehd't Iffdng ma san pham dem lai.
Vdy ndn kd't hdp nhieu san phd'm cd lien quan vdi nhau thanh bd san phd'm va ban ehung vdi gia re hdn khi mua le tffng san phd'm. Mdt cdch thffe khac gdp phan lam tang gia tri cam nhdn dd la giff nguyen gid sdn pham va kem theo qua tang dang minisize •
TAI LIEU THAM KHAO;
/. Hodng Trong vd Chu Nguyin Mdng Nggc (2005), Phdn tich dd lieu nghiin cUu vdi SPSS, Nxb Thd'ng ki.
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Ngay n h a n bai: 14/4/2019
Ngay p h a n bidn danh gia va sffa chiJa: 24/4/2019 Ngay chd'p nh^n dang bai: 4/5/2019
Thdng tin tdc gid:
T h S . M A I T H I L i r r a
Giang vi&n Khoa Kinh td, B(» m6n Thu'dng mgi, Trffdng Dai hoc Nha T r a n g
ANALYZING THE INFLUENCE OF FACTORS THAT MAKE UP THE BRAND VALUE TO THE CUSTOMERS'
INTENTION OF PURCHASING KOREAN SKIN CARE COSMETICS IN NHA TRANG CITY
• Moster. MAI THI LINH
Lecturer, Department of Commerce, Faculty of Economics Nha Trang University
ABSTRACT:
This study is to analyze the influence of factors that make up the brand value to the customer's intention of purchasing Korean skin care cosmetics m Nha Trang city. The study's data was collected from 196 samples and tested by the Cronbaeh's Alpha and exploratory factor analysis through the SPSS Statistics 20. Correlation analysis and linear regression were also used to test the model and research hypotheses. The analytical results indicated three factors that influence the customer's intention of purchasing Korean skin care cosmetics including: (1) Brand Trustworthiness, (2) Perceived Quality, (3) Perceived Value. Based on these results, the study proposes solutions to help the brand makers know bow to appropriately influence their customers to buy Korean skin care cosmetics at Nha Trang city.
Keywords: Brand asset value, influencing factors, Korean skin care cosmetics, Nha Trang City's market.
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