KINI MANH
MOI QUAN HE G I U A T H U O N G HIEU LIEN KET, THUOC TINH THAN THIEN MOI TRUING CUA SAN PHAM VCfl CHAT
L U O N G C A M N H A N , Y D I N H MUA HANG:
TRUCJNG H O P THIT L O N VISSAN
• • •
• HO DAI DLfC - LE THANH HA - TRAN DANG KHOA
TOM TAT:
Nghien ctfu nay van dung ly thuye't tin bieu xay dttng va kiem tra md binh khai niem nham kham pha vai trd bao hieu chat Itfdng eua thude tinh than thien mdi trtfdng, thtfdng hieu lien ke't ebo san pham ed chat Itfdng khdng quan sat dtfdc, lam gia tang y dinh mua hang; ke't qua khang dinh cac ye'u to' nay la tin hieu chat Ittdng; cae tin hieu chat Itfdng tac dpng trtfc tie'p, cung chieu den nhan thtfc hy sinh; vai tro quan trpng cua chat Itfdng cam nhan, nhan thtfc hy sinh de'n hinh thanh y dinh mua hang.
Ttf khoa: Thude tinh than thien mdi trtfdng, thttdng hieu lien ke't, chat Ittdng cam nhan, y dinh mua hang.
1. Gidi thi$u
Xu httdng toan cau hda, bdi nhap kinh te qud'c te va khu vttc dang didn ra manh me tren toan the gidi, day la dieu kien thuan ldi cho eac doanh nghiep (dac biet la cac doanh nghiep radi, cac Startup) tham gia va md rpng thi trtfdng; ddng thdi ngtfdi tieu dung ngay cang cd them nhieu stf Itfa chpn san pham; song vdi vd sd cac san pham trong ntfdc, san phara nhap khau, lam the nao de chpn dtfdc san pham td't, san pham phu hdp, vdi chi phi hdp ly, trong khi chaft Itfdng san pham la khd quan sat?
Danh gia chat Itfdng san pham, dich vu va gia tri thtfdng hieu ed hai htfdng nghien ctfu ehinh: dtfa vao ly thuye't ve tam Iy hpc nhan thtfc va dtfa vao ly thuyet tin hieu.
Ly thuyet tin hieu dtfa vao tinh khdng hoan bao, bat can xtfng thdng tin va stt tttdng tae nang dpng
gitta ngttdi ban va ngttdi mua ve thdng tin tren thi trttdng; Ly thuyet nay giai quye't van de bat can xtfng thdng tin bang each ngttdi ban dtta ra tin hieu bao hieu ve chat Ittdng giup ngtfdi mua suy luan ve chat Itfdng san pham, ttf dd quyet dinh raua hang ((Akerlof, 1970). Tren cd sd ngtfdi ban dau ttf trtfdc vao tin bieu va se thu hdi lai trong doanh thu va ldi nhuan trong ttfdng lai, ne'u chat Itfdng that cua san phara la tdt, neu chat Itfdng san phara kem ngtfdi mua se khdng raua lap lai, ngtfdi ban se tdn that chi phi tin hieu. Vi vay, ly thuyet tin hieu rat phu hdp vdi nghien ctfu ve danh gia chat Itfdng san pham khdng quan sat dtfdc.
Trong cae nghien ctfu trtfdc day, cac nghien ctfu tich hdp da tin hieu cac tac gia chi thtfc hien ke't hdp thtfdng hieu lien ke't vdi cac tin hieu la thuoc tinh ben ngoai (thtfdng hieu lien ke't vdi bao hanh (Fang & ddng stt, 2013); nhieu thtfdng hieu hen
TAP CHi CONG THI/(fNG
ket (Voss & Garamob, 2004), thtfdng hieu hen ket vdi quang eao (Gammob & ddng stf, 2006)), chtfa thtfc hien ket hdp thtfdng bieu hen ket vdi cae tin bieu la thude tinh ben trong; chtfa tira tha'y cac nghien cttu stf dung thude tinh than thien mdi trttdng eua san pham lam tin bieu bao hieu chat Itfdng.
Mtfc dp khdng hoan bao va bat can xtfng thdng tin trong thi trtfdng thtfc phara ttfdi sdng d Viet Nam la rat eao, dac biet la thit ldn sach; cae doanh nghiep san xua't kinh doanh bie't rd chat Itfdng san pham cua rainh bdn ngtfdi mua. Ngtfdi mua gap khd khan trong viec danh gia chat Itfdng eua thit sach, bp cdn e ngai va chtfa cd thdi quen stf dung thit sach. Dieu nay khdng chi anh htfdng den cae doanh nghiep san xua't kinh doanh thit sach trong ntfdc, anh htfdng den ddi sd'ng cua cac bd chan nudi gia sue, ma cdn anh htfdng den an toan stfc khde eua ngtfdi tieu dung va stf phat trien ben vttng. Lam the nao de ngttdi tieu dung an tam stf dung thit sach nham giai quyet khd khan cho cae doanh nghiep san xua't, kinh doanh thit ldn sach, va cac bd chan nudi gia sue, dam bao an toan ve sinh thttc pham? la van de cap thiet can dttdc giai quyet.
Ttf nhttng khoang trdng ly thuyet va nhttng ddi bdi cap thiet eua thtfc tiln, tac gia chpn de tai "Mdi quan be gitta thude tinh than thien mdi trttdng eua san phara, thtfdng bieu lien ket vdi chat Itfdng va y dinh raua hang: trtfdng hdp thit ldn VISSAN", vdi ky vpng thdng qua cae tin hieu nay giup ngtfdi mua suy luan va tang niem tui vao chat Itfdng, tang y dinh mua thit sach.
2. Ccf sof ly thuyet va phtfdng phap nghien ctfu 2.1. Cdc khdi niem
2.1.1. Thuang hieu lien ke't (BA)
Hai thtfdng bieu lien ket trong dd thtfdng bieu thtt nha't ed chat Ittdng khdng quan sat dttdc, thtfdng hieu thtf hai se la thdng tin httu ich ve chat Itfdng khdng quan sat dtfdc, ne'u thtfdng bieu thtf hai la thtfdng hieu chat Itfdng eao, dang tin cay.
Thtfdng bieu thtf hai la thtfdng bieu lien ket; de ed dtfdc thtfdng hieu lien ket, thtfdng hieu thtf nha't phai hdp tac hoac mua lai uy tin cua thtfdng hieu thtf hai. (Rao & cdng stf, 1999).
2.7.2. Thuoc tinh thdn thien vdi mdi trudng ciia sdn pham (EF)
Thuoc tinh san pham la ldi ich cua san pham.
bao gdra: thude tinh ben trong la nhttng thuoc tinh khi thay ddi se thay ddi ban chat san pham va thuoc tinh ben ngoai ed lien quan nhtfng khong la rapt phan eua san pham nhtf: gia, thtfdng hieu, mfc dp quang cao... (Zeithaml, 1988).
Thuoc tinh than thien radi trtfdng la thuoc tinh ben trong; san phara dtfdc gpi la than thien moi trtfdng khi dat mot trong cac tieu chi cua san pham xanh ("San pham xanh",2009).
2.1.3. Chdt luang cdm nhdn (PQ)
Chat Itfdng cam nhan dtfdc dinh nghia ia sif nhan xet, danh gia chu quan cua ngtfdi tieu diing ve rapt san phara; neu chat Itfdng thtfc te la mo ta cac ifu the', dac diem ky thuat thifc te cua san pham, chat Itfdng cam nhan trtfii ttfdng hdn, khong phai la thude tinh san pham ma la chat Itfdng dtfdc phan doan, cam nhan bdi ngtfdi tieu dung (Zeithaml,
1988; Tsiotsou, 2006).
2.1.4. Nhdn thdc hy sinh (PS)
De cd dtfdc san pham, ngtfdi tieu dung phaihy sinh chi phi mua bang, thu thap va xtf ly thong tin de giam stf khdng chac chan va tdn that de doa (Erdem & Swait, 1998); stf hy sinh nay khong chi la gia tien te ma cdn la chi phi thdi gian, tim kiem, chi phi tam linh tat ca tich tu vao nhan thifc cua ngttdi tieu dung (Zeithaml, 1988), nhan thtfc do la nhan thttc hy sinh.
2.1.5. Y dinh mua hdng (PI)
Y dinh mua hang xanh la xac suat va sif san sang cua rapt ngttdi de ttu tien cho cac san pham cd tinh nang than thien vdi mdi trtfdng so vdi cac san pham truyen thd'ng khac trong cac can nhac mua hang cua hp (Rashid, 2009).
2.2. Mdi quan he gida cdc khdi niem
2.2.1. Thuang hieu lien ke't vd chdt lupng cam nhdn
Thtfdng hieu lien ke't cd the phuc vu hai muc dich: vtta nang cao chat Itfdng cam nhan vifa dam bao cho chat Itfdng cua san pham co chat Itfdng khdng quan sat dtfdc (Rao & dong si
1994), cha't Itfdng cam nhan cua san pham tang, khi cd stf tham gia cua thtfdng hieu lien ket (Fang & ddng stf, 2013), thtfdng hieu lien ket nhif tin hieu ebo chat Ittdng eua san pham cd chat Ittdng khdng quan sat dttdc (Rao & dong sii,
1999; Voss & Gammoh, 2004; Gammoh & dong stt., 2006) giup ngtfdi mua an tam ve chatWdng san pham. Gia thuye't dat ra la:
KINH uuAnn
HI: Nhan thtfc ve chat Itfdng thttdng hieu lien ke't cd anh htfdng cung chieu de'n cha't Itfdng cam nhan.
2.2.2. Thuang hieu lien ket vd nhan thac hy sinh Uy tin cua thttdng bieu lien ke't khdng nhttng giiip an tara chat Itfdng san pham raa eon lam giam chi phi tim kiem thdng tin, chi phi tara ly, cara nhan rui ro eua ngtfdi raua (Calvo Dopico & ddng stt, 2009; Fang & ddng stt, 2013), stt hien hien eua thtfdng hieu hen ket giup ngttdi raua an tam ve cac rui ro, ddng thdi cung cho tha'y chi phi dau ttt vao viec hen ket se lara gia thanh tang. Gia thuye't dat rala:
H2: Nhan thtfc ve chat Ittdng thtfdng hieu hen ket cd anh htfdng ctfng chieu de'n nhan thtfc hy sinh.
2.2.3. Thuoc tinh thdn thien mdi trudng vdi chdt lupng cdm nhdn
Cac thuoc tinh san pham lam tang cam nhan ngtfdi mua ve chat Itfdng san pham (Zeithaml, 1988); thude tinh than thien mdi trtfdng lam tang chat Itfdng cam nhan, dieu nay de dang nhan tha'y:
mot san pham an toan, sach la san pham ed chat Itfdng trong danh gia cua ngttdi tieu dung.
Gia thuyet dat ra la:
H3: Nhan thttc mtfc dp than thien vdi mdi trtfdng cua san pham cd anh htfdng eung chieu den chat Itfdng cam nhan.
2.2.4. Thupc tinh thdn thien moi trudng vdi nhdn thitc hy sinh
Stf dung san pham than thien mdi trtfdng giup ngtfdi mua an tam hdn ve rui ro khi stf dung, trong khi tinh trang d nhiem dang ngay cang nghiem trpng. Mat khac, viec dau ttt vao thude tinh than thien mdi trtfdng cua ngtfdi ban lara cho chi phi tang, gia tang, ttf dd lara tang nhan thtfc by sinh cua ngtfdi mua. Gia thuye't dat ra la:
H4: Nhan thtfc mtfc dp than thien vdi mdi trtfdng cua san pham cd anh htfdng cung chieu den nhan thtfc hy sinh.
2.2.5. Chdt luang cdm nhdn vd Y dinh mua hdng Theo Taylor & Baker (1994), y dinh mua hang la ham tuye'n tinh eua chat Itfdng cam nhan va stf thda man, tttdng ttf Erdem & cdng stt '2006), Tsiotsou (2006) chttng minh rang chat Itfdng cam nhan anh htfdng tich cttc de'n viec linh thanh y dinh mua hang cua khach hang. Gia buye't dat r a l a :
H5: Cd anh htfdng cung chieu gitfa chat Itfdng cam nhan va y dinh mua hang cua ngtfdi tieu dung.
2.2.6. Nhdn thdc hy sinh vd Y dinh mua hdng Nghien ctfu cua Shiu et al.,(20I0) trong ba thanh phan cua tieu dung khdng chac chan, danh gia khdng chac chan lam giam y dinh mua hang;
theo Erdem & Swait (1998), nghien ctfu hai thanh phan eua nhan thtfc hy sinh la nhan thtfc rui ro va chi phi tim kiem thdng tin tae dpng trtfc tiep de'n y dinh mua hang.
Nhan thtfc hy sinh cua ngtfdi mua cang eao, cam nhan rui ro cang ldn, thi y dinh mua hang cang tha'p. Gia thuye't dat ra la:
H6: Nhan thtfc hy sinh cd anh httdng trai chieu vdi y dinh mua bang.
2.3. Mo hinh nghien cdu
Dtta vao cac md binh nghien ctfu tin hieu chat Ittdng cua Calvo Dopico & epng stt (2009) Erdem
& Swait (1998), thdng qua phdng van tay ddi vdi bai nhdra ngtfdi raua va ngtfdi ban; tdng hdp ket qua nghien cttu tae gia de xua't rad hinh nghien ctfu nhtt hinh 1. Vdi md hinh nay, khung khai niera gdra nhdra khai niem tin hieu: thtfdng hieu lien ke't, thude tinh than thien mdi trtfdng eua san pham;
nhdm eac khai niem cam nhan tin hieu: chat Itfdng cam nhan, nhan thtfc hy sinh, y dinh raua hang.
Hmh 7: Mo hinh nghien cifu de xudt
Thi/dng hieu lien ket
Thuoc tinh thdn thien mdi trudng
^ \ \ t i i +
HX
/
Az^ \
H4^ *
Chdt lUdng
cam nhdn
Nhdn thUc hy
sinh
NH5+
A%-
Y djnh mua hdng
Nguon: Tdc gid tdng hpp 2.4. Phuang phdp nghien cdu
2.4.1. Quy trinh nghien cau
Quy trinh nghien ctfu bao gdra 3 btfdc:
Bade 1: Dtta vao ly thuyet tin hieu, TRA, TPB, TPR thdng qua cac nghien ctfu trong va ngoai nttdc de xay dttng cac gia thuye't, md hinh ly thuye't.
TAP CHi CONG THIfOfNG
thang do cae khai niem; nghien ctfu dinh tinh dieu chinh, bd sung cac bien do Ittdng cho cac thang do khai niem.
Budc 2: Nghien ctfu dinh Itfdng sd bd thtfc hien danh gia sd bd cac thang do bang cac cdng cu:
Cronbach alpha va phan tich pha EFA.
Budc 3: Nghien ctfu dinh Itfdng chinh thtfc dtfdc thtfc hien de kiera dinh thang do, cac gia thuyet va md binh ly thuyet; bang Cronbach alpha va phan tich CFA; phan tich md hinh ca'u true tuyen tinh SEM.
2.4.2. Mdu nghien cau
Ddi ttfdng khao sat la nhttng khach hang mua thit ldn sach tai cac ctfa bang thupc VISSAN, eac
Ket qua thang do nhap stf dung trong dieu tra nghien ctfu dinh Ittdng sd bp gdm 26 bien quan sat.
3.2. Nghien cdu dinh lUpng sdbp
Thttc hien danh gia sd bp vdi cac c6ng cu Cronbachs alpha, EFA, cae thang do khai niem dat gia tri va dp tin cay gdm 26 bien quan sat dufdc difa vao nghien ctfu chinh thtfc.
3.3. Nghien cdu chinh thdc 3.3.1. Phdn tich CFA
Ke't qua phan tich CFA va dp tin cay theo Bang 2 va 3 cho tha'y md hinh phu hdp, thang do khai niem va cae khai niem dam bao dp tin cay, tinh ddn httdng, dp hdi tu, tinh phan biet dam bao cho thtfc hien phan tich SEM. (Bang 1).
Bdng 1. Ket qud phdn tich CFA
Chi-square df
P CMIN/df
GFI TLI CFI RMSEA Trpng sd chuan hoa
CFA cac khai ni§m tin hl^u 84,353
31 0,000 2,721 0,972 0,974 0,982 0,055 Ta 0,611-0,874
CFA cac khai nl§m cam nhdn 272,515
98 0,000 2,778 0,943 0,952 0,961 0,056 TLJ 0,554- 0,834
CFA cho mo hinh tdi han 858, 992
287 0,000 2,993 0,896 0,920 0,929 0,059 Til 0,544- 0,862
sieu thi d thanh phd Hd Cbi Minh. Theo Hair &
ddng stf (2010), kich tbtfdc mau tdi thieu phai gap 5 lan so bien quan sat; ralu dtfdc chpn theo phtfdng phap thuan tien vdi 247 ralu cho nghien ctfu sd bp va 569 mlu cho nghien ctfu chinh thtfc. Dd'i ttfdng dtfdc khao sat trtfc tie'p dien tra ldi vao bang cau bdi va tra lai ngay cho ngtfdi khao sat. Bang cau bdi stf dung thang do Likert 7 dp (bac 1 ttfdng tfng hoan toan phan ddi, bac 7 hoan toan ddng y).
3. K6't qua nghien cufu 3.1. Nghien cdu dinh tinh
Thtfc bien thao luan tay ddi vdi hai nhdra:
nhdra 1 gdm 5 thanh vien la can bp quan ly cae cdng ty kinh doanh thit ldn sach; nhdm 2 gdra 15 thanh vien la ngtfdi raua thit ldn VISSAN d cae ctfa hang VISSAN tai thanh phd Ho Chi Minh nham xay dtfng thang do va rad hinh.
Nguon: Tdc gid tinh todn Bdng 2. Bdng kiem djnh do tin cgy
Nhom khai nJgm
Tin hieu
Cam Nhan
Khai ni$m
BA EF PQ PS PI
So bien
4 6 7 4 5
DO tin cdy
a
0,859 0,885 0,875 0,727 0,908
Pc
0,853 0,878 0,872 0,729 0,904
• vc
0,59 0,55 1
1
0,50 0,41 0,65
Nguon: Tdc gid tinh todn
KINH OOANH
3.3.2. Phdn tich SEM
3.3.2.1. Kiem dinh rad hinh nghien ctfu Bdng 3. Ket qud phdn tich SEM
Chi-square Df
P CMIN/df
GFI TLI CFI RMSEA
CHIDIST(AD2,(Adf=2))
Md hinh ly thuyet 860,788
290 0,000 2,968 0,896 0,921 0,930 0,059 0,687 >0,05
Mo hinh canh tranh
860,038 288 0,000 2,986 0,896 0,920 0,929 0,059
Nguon: Tdc gid tinh todn Ket qua kiem dinh md hinh ly thuye^t (Bang 3) cd the ke't luan md hinh phu hdp vdi dtt lieu thi trtfdng, cae gia thuyet de xua't cd y nghia thdng ke deu dtfdc chap nhan. (Bang 4)
Bdng 4. Bdng ket qud kiem djnh SEIVI cho cdc gid thuyet
EF EF BA BA PS PQ
->
->
->
~>
->
~>
PQ PS PQ PS PI PI
P
0,636 0,150 0,331 0,258 -0,103 0,744
S.E 0,061 0,057 0,048 0,061 0,053 0,061
CR.
11,458 2,430 7,713 4,004 -2,454 13,084
P 0,000 0,015 0,000 0,000 0,014 0,000
Nguon: Tdc gid tinh todn 3.3.2.2. Kiem dinh md binh canh tranh
Md hinh canh tranh dtfdc xay dttng dtfa tren cd sd rad hinh ly thuye't bd sung 2 gia thuye't canh tranh:
Hj-tj: Cd dnh hudng cung chieu gida thuang hieu lien ket vdi y dinh mua hdng cua ngUdi tieu dung.
Hct2' ^^ ^^^ hudng ciing chieu giaa thupc tinh thdn thien mdi trUdng vdi y dinh mua hdng.
Mac du rad hinh canh tranh lay mat 2 bac ttf do, nhtfng khdng lara tang dp ttfdng thich eua rad hinh vdi dtt lieu thi trttdng; hai gia thuye't canh tranh dat ra trong md binh khdng dttdc chap nhan do khdng cd y nghia thd'ng ke. Vi vay, md hinh hinh ly thuyet dttdc chpn (Bang 4).
3.3.2.3. Kiem dinh udc lUpng md hinh ly thuye't bang Bootstrap
Stf dung phtfdng phap bootstrap vdi so Itfdng mau lap lai N=1000, cac he so' Bias/SE- Bias = <
1,96 cho tha'y cac tfdc Itfdng trong md hinh ed the tin cay dtfdc, rieng gia thuye't H3 ed be so'bang - 2 ldn hdn 1,96 ratfe dp tin cay tha'p nhttng cd the chap nhan dttdc. Nhtf vay, vdi 6 gia thuye't de xua't, nghien ctfu cho ke't qua chap nhan (theo Bang 5).
4. Ham y quan tri
De gia tang san Itfdng tieu thu nang eao bieu qua kinh doanh, eac doanh nghiep kinh doanh thit ldn sach, thtfc phara sach; kinh doanh cac san pham cd chat Itfdng khd quan sat hoac cae Startup ed the stf dung ddc lap hoac ke't hdp cae tin hieu thtfdng hieu lien ke't, thupc tinh than thien mdi trttdng de bao hieu chat Itfdng san pham lam tang cam nhan chat Itfdng va y dinh raua bang eiia khach hang.
Chat Itfdng cam nhan la yeu to quyet dinh hinh thanh y dinh mua hang eua ngttdi raua; chat Ittdng cara nhan giup rut ngan khoang each gitta san pham doanh nghiep va khach hang, cac doanh nghiep can khai thac, trien khai eac boat ddng marketing nhara gia tang chat Ittdng cam nhan, tang y dinh raua bang cua khach hang.
5. Han ch§' va htfdng nghien ctfu ti§'p theo Thupc tinh than thien radi trttdng cua san pham, thttdng hieu lien ket la tin hieu chat Itfdng; md'i quan he cung chieu gitta cae tin hieu chat Itfdng vdi nhan thtfc by sinh la nhttng diem mdi. Tuy nhien, nghien ctfu chi thttc hien trong trtfdng hdp nganh hang thit ldn sach, can dtfdc kiem dinh cac nganh hang kinh doanh khac, khu vttc dia ly khac de dam bao tinh tdng quat eua nghien ctfu •
TAP CHi CONG THirifNG
Bdng 5. Td'ng h d p k e t q u d k i e m d j n h g i d t h u y e t Gia thuyet
HI H2 H3 H4 H5 H6
Ttfdng quan BA
BA EF EF PQ PS
->
~>
->
PQ PS PQ PS PI PI
Hoi quy chuan hoa 0,331 0,258 0,636
0,150
0,744
-0,103
S.E.
0,048
0,061 0,061
0,057
0,061
0,053
Bias/ SE-Bias
0,5
0,000 0,036 0,000 0,036 0,000 0,005
Ketlu$n Chap nh§n Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan
Ngudn: Tdc gid tinh todn
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JouZltfM^^nlngR^s^^^^^ ^' ^ ' ^^^^^^' ^'^"''^''"^ Unobsevable product quality through a brand ally.
36(ll 87-97^^^^" ^ " ' ^ ' ' ' ' ^" ^- ^^^^^^- ^'^"^"^^^y^'^^'isnal product qunlUy. Sloan Management Review, Jou^Z'^tttan^-^^^^^^^^
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Ngay nhan bai: 20/9/2018
Ngay phan bien danh gia va sufa chffa: 30/9/2018 Ngay cha'p nhan dang bai: 10/10/2018
Thdng tin tdc gid:
1. ThS. HO DAI Dtfc
Khoa Kinh te - Luat, Trtfcfng Dai hoc Tra Vinh 2. PGS. TS. LE THANH HA
Trtfcfng Dai hoc Kinh te'TP. Ho Chi Minh 3. TS. TRAN DANG KHOA
Trtfcfng Dai hoc Kinh te'TP. Hd Chi Minh
RELATIONSHIPS AMONG THE AFFILIATE BRANDS, THE ENVIRONMENTALLY FRIENDLY PROPERTIES OF
PRODUCTS AND THE PERCEIVED QUALITY AND THE PURCHASE INTENTION:
CASE OF VISSANS PORK PRODUCTS
• Master. HO DAI DUC
Faculty of Economics Law, Tra Vinh University
• AssocProf, Ph.D. LE THANH HA University of Economics Ho Chi IVlinh City
• Ph.D. TRAN DANG KHOA
University of Economics Ho Chi Minh City
ABSTRACT:
This research uses the building signal theory and the conceptual model testing to explore the role of signal quahty of the environmentally friendly property and the affiliate brands for products that have unobservable quahties in improving the purchase intention of consumers. The resuks show that these two factors are signs for the quality of products and they have positive impacts on the awareness of sacrifice. The results also indicate the important roles of the perceived quahty and the awareness of sacrifice in the purchase intention.
Keywords: Environmentally friendly property, affihate brand, perceived quality, purchase intention.
