Tong quan cac nghien cuU ve tac dong cua quoc gia xuat xuf
tdi ngu'ofi tieu dung tai Viet Nam
NGaVEN THO NGA*
Tom tat
Bdi vie't tdng hgp cdc tdng quan nghien cdu trong nUdc vd ngodi nUdc vi tdc dgng cda qud'c gia xudt xd (Country of Origin COO) tdi hdnh vi ngUdi tieu dung vdi mong mud'n ldm rd nhieng
khodng trdng nghien cdu vd td do, di xudt cdc hudng nghien cdu mdi vi tdc dgng cda COO tdi cdm nhdn chdt lugng cda ngUdi tieu dung Viet Nam.
T\i khoa: qud'c gia xudt xd, hdnh vi ngUdi tieu dung, cdm nhdn chdt lugng
Summary
This study is a comprehensive review of domestic and foreign research papers on the impact of country of origin (COO) on consumer behavior with a hope to clarify research gaps and from there, new research directions on the impact of COO on the quality perception of Vietnamese consumers are proposed.
Keywords: country of origin, consumer behavior, quality perception
Gidfl THIEU
Ke tff khi nghien cffu dau tien dffdc cdng bd' vao nam 1965 tdi nay, COO va vai trd cua nd da nban dffdc nhieu sff quan tam cua cac hpc gia tren the gidi. Nguyen nhan la do qua trinh toan cau hda dien ra ngay cang sau rdng, khien cho cac rao can thffdng mai giffa cac qud'c gia dffdc ha tha'p hoac xda bd, khien cho cac san pham va thffdng hieu tff cac qud'c gia khac nhau de dang di chuyen va trd nen sfn cd hdn bao gid het. Trong bd'i canh do, nhieu cdng ty nhan manh vao COO san pham hay thffdng bieu cua minh nhff mdt ye'u to' khac biet tao nen tiem nang canh tranh tren thi trffdng muc tieu cua hp. Do dd, COO trd thanh mdt ITnh vffc quan trpng trong cac nghien cffu ve hanh vi ngffdi tieu difng. Viec tdng hdp nhffng nghien cffu trffdc day ve tac ddng cua COO tdi hanh vi ngffdi tieu dung, do vay trd nen rat cap thie't va la cd sd de tac gia de xua't cac hffdng nghien cffu mdi.
TONG QUAN NGHIEN CLfU
Cac nghign ctfu nffdc ngoai
Nghien cdu ddi vdi cdc sdn phdm xudt xd td mgt qudc gia
Nhffng nghien cffu dau tien ve tac ddng cua COO la nhffng nghien cffu ddn bien. Day la loai nghien cffu chi ddn thuan coi COO la mdt bien ddc lap duy nha't khi xem xet md'i quan he tffdng quan cua nd vdi cac bie'n phu thudc, nhff: danh gia chat Iffdng san pham, nhan thffc ve gia tri san pham, y dinh mua hang, thai dp, cam nhan rui ro va quyet dinh mua hang.
Md dau cho nghien cffu loai nay la nghien cffu cua Schooler (1965). Nghien cffu nay ciing dffdc cho la nghien cffu thffc nghiem tien phong ve tac ddng cua COO. Tap trung vao cac anh hffdng cua COO d Trung My, Schoolar nhan tha'y rang, khach hang danh gia chat Iffdng san pham khac nhau dffa tren xua't xff cua chung.
Gan hai mffdi nam sau, Bilkey va Nes (1982) cdng bd mdt nghien cifu tdm tat ve COO, trong dd danh gia chat Iffdng cac ket qua nghien cifu ve COO cho den thdi diem do. Nghien cifu cua hp khang dinh rang, COO thffc Slf anh hffdng den danh gia chat Iffdng san pham. Dieu nay la dung khi cac COO la cac qud'c gia cd mffe dp phat trien khac nhau. Nhffng ket qua nay dffdc tim tha'y khi
* ThS., Trufdng Dai hoc Kinh te Quoc dan I Email: [email protected] Ngdy nhdn bdi: 31/10/2018; Ngdy phdn bien: 15/11/2018; Ngdy duyet ddng: 19/11/2018
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nghien cffu d My, Anh, Phan Lan, Thuy Dien, Nhat Ban, Guatemala, Thd Nbl Ky, An Dp va Dai Loan. COO cd the anh hffdng de'n ea quyet dinh mua hang cho san xua't va quye't dinh mua hang tieu dung.
Trong nghien cffu ve tac ddng cua COO den danh gia chat Iffdng san pham cua Mamai va cdng sff (1998), 21 qud'c gia xua't xff dffdc phan loai thanh cac nhdm:
qud'c gia phat trien cao, qudc gia cdng nghiep mdi, cac thi trffdng mdi ndi va cac nffdc dang phat trien; 18 loai san pham dffdc phan loai thanh cac nhdm: hang hda dffdc ddng gdi/thuan tien cho ngffdi tieu dung, hang mua sam va hang hda xa xi/dat tien. Ke't qua nghien cffu cho tha'y, cac qudc gia phat trien cao dffng dau trong danh gia chat Iffdng san pham, tiep theo la cac nffdc cdng nghiep mdi, cac thi trffdng mdi ndi va cac nffdc dang phat trien. Do dd, nghien cffu nay cho tha'y, ngffdi tieu ddng danh gia chat Iffdng san pham dffa tren mffe dp phat trien kinh te cua qudc gia xua't xff san pham.
Ngoai ra, cdn cd mdt sd ngbien cffu khac nhff nghien cffu cua Hanzaee (2008) tap trung vao cac tac ddng cua COO den viec danh gia cac san pham nffdc ngoai d mdt qud'c gia Hdi giao. Nghien cffu nay xem xet 5 qudc gia xua't xff la Nhat Ban, Dffc, Phap, Han Qud'c va Trung Qud'c va 6 loai san pham khac nhau, bao gdm: d td, dd gia dung, thffc pham, san pham y te, san pham ve sinh va my pham va cac bd phan va thiet bi may tinh. Ket qua nghien cffu cho tha'y, Dffc la qud'c gia ma ngffdi tieu dung danh ffu tien cao nha't khi mua san pham. Tuy nhien, hen quan deii tffng loai san pham cu the, ngffdi tieu dung danh ffu tien cao nha't cho cac san pham ve sinh va my pham cua Phap, tie'p theo la Dffc va Nhat Ban. Dd'i vdi d td, ngffdi tieu dung danh ffu tien cao nha't cho Dffc, tiep theo la Nhat Ban va Phap. Do dd, nghien cffu nay khang dinh: Thai dp cua ngffdi tieu dung dd'i vdi cac loai san pham ciing phu thudc vao COO.
Loai nghien cffu thff 2 ve tac ddng cua COO la nghien cffu da bie^n. Day la cac nghien cffu ma COO va cac thdng tin khac (nhff: gia, ten thffdng hieu, loai san pham, mffe dp phffc tap cua san pham, mffe dp quan tam den san pham, sff quen thudc dd'i vdi san pham, tam quan trpng ciia san pham...) la cac bien ddc lap, bien trung gian hoac bie^n dieu tiet. Muc tieu cua cac nghien cffu nay la de xac dinh md'i quan he giffa cac bien nay va cac bie'n phu thudc, nhff: nhan thffc ve chat Iffdng/dd tin cay cua san pham, nhan thffc gia tri san pham, nhan thffc rui ro, danh gia chat Iffdng san pham, y dinh mua hang, quyet dinh mua hang, thai dp, tai san thffdng hieu, hinh anh thffdng hieu...
Mdt sd' bien sd' lien quan den cac yeu td ben ngoai khac dffdc dffa vao nghien cffu ciing vdi thdng tin ve COO, nhff: hinh anh cffa hang ban le va che dp bao hanh, gia ea va ddng gdi, sff quen thudc va quan tam den san pham, hinh anh thffdng hieu va cd che danh gia, ten thffdng hieu va ky vpng ve gia...
Cac nghien cffu da bien nay cung xac nhan tam quan trpng cua thdng tin ve COO dd'i vdi danh gia cua ngffdi tieu dung ve san pham, ngay ca khi cd sff hien dien cua cac thdng tin khac lien quan den cac ye'u to
ben ngoai cua san pham. Tuy nhien, so vdi cac nghien cffu ddn bie'n, mffe dp tac ddng cua COO trong cac nghien cffu da bie'n bi giam xud'ng. Nguyen nhan la do cac nghien cffu da bie^n xem xet them tac ddng cua cac bie^n so khac cd the tac ddng de^n hanh vi cua ngffdi tieu dilng.
Nghien cdu ddi vdi cdc san phdm da qudc gia
Mdt trong nhffng nghien cffu dau tien thao luan ve tac ddng cua cac san pham da qud'c gia len gia tri thffdng hieu da dffdc Johansson va Nebenzahl (1986) thffc hien va chi ra md'i quan he giifa nhffng nhu eau kinh te cua viec san xuat d nffdc ngoai vdi nhffng tdn that tiem tang ve gia tri thffdng hieu. Ke tff do, san xuat da qud'c gia va cac san pham cd xuat xiJ da qud'c gia da trd thanh tam diem cua nhieu nghien cffu khac nhau ve COO.
Cac nha nghien cffu da phan tich xuat xff cua cac san pham da qud'c gia tff mot khai niem COO ddn le thanh cac khai niem thanh phan, nhff: Qud'c gia xuat xiJ thffdng hieu (Country of Brand COB);
Qudc gia thie't ke (Country of Design - COD); Qud'c gia san xua't (Country of manufacturing COM); Qud'c gia lap rap (Country of assembly COA); Qudc gia xua't xff nguyen vat lieu (Country of Parts COP). Ngoai ra, cdn mdt sdldiai niem khac. Tuy nhien, 5 khai niem thanh phan tren la cac khai niem cd ban va dffdc nhieu nghien cffu de cap de^n.
Hau bet cac nghien cifu ve san pham cd xua't xff da qud'c gia deu la cac nghien cffu da bien (nghien cffu tac ddng cua COO va cac yeu to thdng tin khac) dffdc thffc hien tai nhieu qudc gia (bao gdm mpt vai qud'c gia hoac mdt vai nhdm qudc gia theo mffe dp phat trien kinh te) va tren nhieu san pham (nhdm san pham hoac dai dien cua nhdm san pham cd ten san pham cu the) hoac mdt san pham.
Cac nghien ctfu trong ntfdfc
Trong nhffng nam gan day, mpt so nha nghien cffu d Viet Nam da quan tam tdi cac van de lien quan tdi ngudn gdc xua't xff cua san pham. Tuy nhien, nhifng nghien cffu ve ITnh vffc nay chffa nhieu.
Gan day nha't, eac nghien cffu ciia Bui Thanh Huan va Nguyen Hoang Tran (2011), Pham Thi Lan Hffdng (2014), Ha Nam Khanh Giao va Ngd Thi Tra Linh (2016) de cap de'n tac ddng cua COO de'n thai dp cua khach hang, cam nhan chat Iffdng, tinh each thffdng hieu va tai san thffdng hieu.
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Kinh teva Dif baoNghien cffu cua Bui Thanh Huan va Nguydn Hoang Tran (2011) xem xet anh hffdng xua't xff qud'c gia cua hang may mac Trung Qud'c de'n quyet dinh mua hien tai va tffdng lai cua gidi tre Da Nang. Ddng thdi, nghien cifu nay ciing de xua't kien nghi nham phat trien thi trffdng npi dia cho eac doanh nghiep may mac Viet Nam.
Nghien cffu cua Pham Thi Lan Hffdng (2014) xem xet tac ddng cua hinh anh nffdc xua't xff len hai thanh phan then chd't cua tai san thffdng hieu dinh hffdng khach hang la cam nhan chat Iffdng san pham va tinh each thffdng hieu. Vdi phffdng phap dinh Iffdng, nghien cffu khao sat tren 302 ngffdi tieu dilng xe hdi tai Da Nang. Ke't qua cho tha'y, hinh anh nffdc xua't xff cd anh hffdng de'n cam nhan chat Iffdng san pham, nhffng khdng tac ddng cd y nghTa den tinh each thffdng hieu.
Nghien cffu cua Ha Nam Khanh Giao va Ngd Thi Tra Linh (2016) phan tich cac yeu to cua an tffdng nffdc xua't xff anh hffdng de'n thai dp cua ngffdi tieu dung TP.
Ho Chi Minh dd'i vdi hang may mac Viet Nam bang viec khao sat 366 khach hang.
Phffdng phap phan tich Cronbach's Alpha, phan tich nban to kham pha (EFA) cung phan tich bdi quy bdi dffdc sff dung. Ket qua phan tich cho tha'y, chi cd hai thanh phan anh hffdng manh la "An tffdng ve qud'c gia xua't xff" va "An tffdng ve hang hda ndi chung tff nffdc xua't xff". Ngoai ra, nghien ctfu chffa tha'y cd sff khac biet ve
"Thu nhap", "Dp tudi" va "Gidi tinh" dd'i vdi thai dp cua ngffdi tieu ddng danh cho hang may mac Viet Nam.
Ngoai nhffng nghien cffu ciia cac hpc gia trong nffdc ndi tren, nam 2017, Asia Plus Inc, mdt nhdm chuyen gia ve thi trffdng Viet Nam chuyen cung cap dich vu nghien effu thi trffdng tai Viet Nam, da thffc hien mpt cuoc khao sat ve ye'u to' ngudn gdc xua't xff dd'i vdi ngffdi tieu ddng Viet Nam. Cuoc khao sat dffdc thffc hien dd'i vdi 600 ngffdi tieu dung tai hai thanh phd ldn cua Viet Nam la Ha Ndi va Hd Chi Minh.
Ke't qua cua cuoc khao sat nay cho tha'y, 90%) ngffdi tieu diing Viet^ Nam quan tam den van de COO san pham khi mua hang. Sff quan tam den COO san pham cd sif khac biet dd'i vdi gidi nam va gidi nff. Nff gidi thffdng quan tam den qudc gia xua't xff khi mua cac san pham my pham, thud'c, thffc pham, cdn nam gidi lai quan tam den COO khi mua cac
HINH 1: MCJfC DO QOAN T A M DEN QUOC GIA X U A T XCf CUA NGCfCil TIEO DUNG VIET NAM
20-29 tuoi 30-39 tu6\ HCM HN Thu nhflp thXp Thu nhjp a
• Cao K Trung binh • Th£p HSt thSp
HINH 2: MCfC DO QUAN T A M DEN QUOC GIA XUAT XCf CUA NGCfCil TIEU DUNG VIET NAM THEO DANH MUC H A N G HOA
My pham Thuoc _ R^t quan
tam
Thi/c pharr &o di«n tur Thcri trang _ Quan M Binh
t§m thirong
Thudc Th^c pham Oo di^n tur Thcri trang _ Khong _ Ho^n todn khdng
quan tam quan tSm
Nguon: Khao sat ctia Q&Me
san pham thudc, thifc pham va dd dien tff. Rieng mat hang thdi trang, ca hai nhdm dd'i tffdng deu khdng quan tam lam den COO san pham.
Ngoai ra, khi xem xet quan diem ciia ngffdi tieu dung Viet Nam ve hinh anh cua mpt sd' qud'c gia xua't xff san pham, ket qua cua khao sat nay cho tha'y: Ngffdi tieu dung Viet Nam danh gia cao chat Iffdng cac san pham cd xua't xff Nhat Ban. Cac san pham xua't xff tff Nhat Ban di lien vdi "chat Iffdng td't", gan chat vdi cac tff khda nhff "ben", "an toan" va "chinh hang".
HAN CHE VA DE XUAT NGHIEN CLTU
Tdng quan cac nghien cffu ve ngudn gdc san pham va tac ddng cua nd tdi cam nhan chat Iffdng cua khach hang cho tha'y mdt so'khoang trdng nghien cffu, nhff sau:
Thd nhdt, mac du cd nhieu nghien cffu da dffdc thffc hien de xem xet tac ddng cua COO dd'i vdi nhieu qud'c gia, san pham va bdi canh, nhffng khdng cd sif ddng thuan cua cac nghien cffu nay ve tam quan trpng cua COO. Mdt sdnha nghien cffu hoai nghi ve tac ddng cua COO va cho rang, hp khdng tha'y cd tac ddng nao dang ke cua COO dd'i vdi viec danh gia chat Iffdng san pham cua khach hang. Trong khi nhieu nha nghien cffu khac da tim tha'y ket qua tac ddng dang ke ciia COO dd'i vdi viec danh gia chat Iffdng san pham. Dieu nay cho tha'y, anh hffdng ciia COO phu thudc va thay ddi theo cac bd'i canh khac nhau. Vi vay, viec tiep tuc nghien cffu tac ddng cua COO dd'i vdi nhffng loai san pham va qud'c gia chffa dffdc de cap den la can thiet va can dffdc tien hanh trong tffdng lai de bd sung cho viec ap dung rdng rai hdn cac ke't qua cua cac nghien cffu trffdc day.
Thd hai, hau het cac nha nghien cffu deu cho rang:
Tac ddng ciia qud'c gia xua't xff cd sff thay ddi tuy thudc vao tffng loai san pham. Viec nghien cffu ve tac ddng
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cua cac thanh phan COO den chat Iffdng cam nban ciia ngffdi tieu dung da dffdc mdt sd nha nghien cffu quan tam. Tuy nhien, hau het cac nghien cffu nay chi tap trung nghien ctfu ddi vdi cac san pham lau ben (nhff: d td, tivi...), rat It cac nghien cffu dffdc thffc hien vdi cae san pham ngan ban.
Thd ba, nhffng nghien cffu ve tac ddng ciia COO d thi trffdng Viet Nam hien nay chffa nhieu. Neu c6 thi cung chi dffng lai d viec nghien cffu COO vdi tff each la mdt chi din ddn thanh phan, chffa nghien cffu cac thanh phan khac nhau trong COO cung nhff sff ke't hdp cua cac thanh phan do. Ngoai ra, viec sff dung mlu chffa dam bao tinh dai dien va ngSu nhien lam cho ke't luan cd the thay ddi neu quy md va each thffc chpn mlu thay ddi. Vi vay, viec tiep tuc tap trung nghien cffu van de nay d thi trffdng Viet Nam, dac biet la nhffng nghien cffu ve tac ddng rieng biet, cung
nhff ke't hdp ciia cac ye'u to thudc COO, la can thie't nham cung cap nhffng hieu biet rd rang hdn ve tac ddng ciia COO tdi ngffdi tieu dung Viet Nam, nham giup cac doanh nghiep cd nhffng chi6n Iffdc kinh doanh hieu qua hdn tren thi trffdng Viet Nam.
Thd tu, cae nghien cffu d Viet Nam hau he^t chi tap trung vao tac ddng cua qud'c gia xua't xff tdi tai san thffdng hi6u, quyet dinh mua va thai dp cua ngffdi tieu dung. Vl vay, can nghien cffu them ve tac ddng ciia COO san pham tdi cac bien sd'khac, nhff: cam nhan chat Iffdng, nhan thffc gia tri san pham, nhan thffc riii ro, y dinh mua hang ciia ngffdi tieu dilng, hinh anh thffdng hieu, gia tri thffdng hieu...Q
TATilEU THAM^KHAO
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