Nghien cCru SIJT dung dqi str thuong hieu trong hoqt dong quang cao
N G U Y E N HAI N I N H
di viet nghien cihi hieu qua cua viic sit dung nguifi noi tieng lam dai sit thUcfng hieu trong cdc chi/cfng trinh quang cao vd de xudt ham y giai phap cho cdc doanh nghiep khi trien khai s^ dung ngUdi noi tieng trong quang cao.
Tvt khoa: dai sU thitang hieu, quang cao sit dung ngiM noi tieng, thdi do cua ngitdi tieu dung.
2. H e t h o n g cd sd ly l u a n v a m o h i n h 1. T o n g q u a n
Quang cdo dUdc coi la "nghe t h u a t eua sU thuyet phuc", theo dd nd tao r a sU n h a n biet cua ngUtii m u a vdi h a n g hda va thuyet phuc ho tieu diing (Hassan va Jamil, 2014). Vi vay, cho dii luon dUtic xep vao nhom cac phUdng thUc marketing truyen tho'ng, quang cao vSn la phUdng thUc dUtic cac doanh nghidp Ua chuong nha't. Mot trong nhiing ky t h u a t quang cao phd bien nha't hien nay la viec sii dung ngUtii noi tieng lam dai sU thUdng hi§u trong cac chUting trinh quang cao. Nghien cUu cua Erdogan (1999) xac chnh viec sd dung ngUdi noi tieng lam dai dien hinh a n h giup doanh nghiep tang cUdng siic manh canh t r a n h cho hoat dong kinh doanh cua doanh nghiep. Tho'ng ke tai thi trUdng My cua Money, Shimp va cong sU (2006) cho thay, CO khoang 25% cac doanh nghiep My sit dung ngUdi noi tie'ng cho cac chUting trinh quang cao cua minh.
0 Viet Nam, nhiing dai sii thUting hieu tai Viet Nam la nhUng ngUdi thuoc gidi giai tri, cd tam anh hudng Idn trong cdng chung, bao gom ca si, dien vien truyen hinh, d i i n vien hai va ngUdi m^u. Tuy nhien, cung do sU a n h hudng mang tinh dinh hUdng cua ngUdi ndi tieng tdi cdng chiing nen mot mat cac chUting trinh quang ba c6 sii xua't hien cua ngudi ndi tie'ng se tao r a sUc h u t vdi cong chiing; mat khac khi ngUtii noi tieng gap khung hoang hay vudng vao cac scandal, thUting hieu va cac chUting trinh quang ba Cling bi tac dong theo.
n g h i e n cvfu
NgUdi ndi tie'ng (celebrity)cd t h e la nhiing chuyen gia, chinh t r i gia, n h a k i n h doanh, v a n dong vien t h e thao va dac biet la nhiing ngUtii hoat dong nghe t h u a t nhU ca sy, diln vien, ngUdi mau. Theo F r i e d m a n (1979), ngUdi ndi tie'ng la nhiing ngUdi dUtic cdng chiing biet ddn diia t r e n cac t h a n h cdng cua ho trong linh viic ma ho dang hoat dong:
chinh tri, the thao, v a n hda, xa hoi, kinh te...
P h a t trien q u a n diem n a y McCracken (1989) dinh nghia viec sd dung ngUdi noi tieng lam dai sU cho doanh nghiep hay thUdng hieu (celebrity endorsement) la viec cac to chtic sd dung ngUdi noi ti§'ng de t h u h u t sU q u a n tam cua cdng chiing doi vdi san pham, dich vu, thUdng hieu hoac hoat dong cua to chUc.
Theo Spry va cdng sU (2011) va Ogunsiji (2012), ban t h a n ngUtii noi tie'ng va hinh anh cua ho dUdc coi nhU phUdng tien hiiu hieu de chuyen tai thdng diep, h i n h a n h cua san pham, thUdng hieu va doanh nghiep tdi ngUdi tieu diing. Nghien cUu cua Atkin va Block (1983), Debevek va Kernan (1984), Elizabeth (2001), Khorkova (2012) khang dinh gia thuyet: t h a i do ciia ngUdi tieu dung do'i ngUdi ndi tie'ng cd tac dong tich cUc den du dinh m u a cua ngUdi tieu dung.
Khi nghien cUu cac yeu to' tac dong den hieu quaciia cac chutingtrinh q u a n g cao sd
Nguyin Hai Ninh, TS.,Truong dai hoc Ngoai thuong.
26 Nghiin cOu Kinh tes<511 (462) - Thing 11/2016
Nghien ciifu siif dung.,
dung ngUdi ndi ti^ng l a m dai sU thUdng hieu, McGuire's (1985), Kahle va H o m e r (1985) va Eagly (1991) xac dinh h a i n h a n to bao gom: sU h§!p d i n b e ngoai cua ngUdi ndi tieng va anb h u d n g cua ngUtii ndi tieng vdi cong chiing. Trong do, a n h hudng cua ngUdi ndi tieng tdi cong c h u n g khong chi tac dong tdi t h a i do, cam n h a n cua ngUdi tieu diing ma con la kich thich to thue day hoac can trd h a n h vi m u a . Tuy n h i e n , Hovland va cong sU (1953), Joseph (1982), H u n t e r (2010) lai p h a n bien cac q u a n diem t r e n k h i cho rang: sU h a p d i n be ngoai, a n h h u d n g vdi cong chiing h a y sU p h u hdp vdi san p h a m chi mang lai n h a n thUc nha't thdi cho ngUdi tieu diing. Nghien cUu ciia Hovland va cong sU (1953) va Joseph (1982) k h a n g dinh: sii tin cay ddi vdi ngUdi ndi tie'ng la n h a n to' quan t r o n g quyet dinh t h a i do tich cue hay tieu cue cua ngUdi tieu diing. Ngoai r a . H u n t e r (2010) k e t luan: mUc dp chuyen gia cua ngUdi ndi tieng ddi vdi san p h a m va linh vUc ho q u a n g cao mdi dan tdi t h a i dova du dinh mua tich ciic cua ngUdi tieu diing.
Tiep can d mot khia canh khac, Kamins (1990) va Kotler (1997) cho rkng: ngUdi ndi tie'ng va san p h a m ma ho dang quang cao cd moi quan he bien chiing. Theo dd, neu sU phu hdp nay cao se d i n den t h a i do va dii dinh mua tich ciic hdn cho ngUdi tieu dung. Vi vay, khi liia chon ngUdi ndi tieng lam dai sU thUdng hieu de quang cao cho san p h a m cua minh, doanh nghiep nen lua chon nhiing ngUtii CO h i n h anh, linh viic hoat dong phu htip vdi san pham. Ngoai ra, nghien cUu cua Till va Busier (2000) va Chao va cong sU (2005) ciing dua r a ket luan rang; sU khac biet ve nhom n h a n k h a u hoc ciing dan den sii khac biet ve t h a i do ddi vdi cac chUdng trinh quang cao sii dung dai sii thUdng hieu la ngUdi ndi tieng.
Sau khi tdng ket, so s a n h va danh gia cac mo hinh cung nhU noi dung nghien ciiu cua cac n h a khoa hoc di trudc, cong vdi viec trao doi thiic tien vdi cac chuyen gia trong linh vUc nghien cUu marketing va truyen thong tai Viet Nam, tac gia de xua't mo hinh nghien
cUu bao gom 5 n h a n to' gia dinh se tac dong den t h a i do cua ngUdi tieu d u n g ia;(l) sii h a p d i n be ngoai cua dai si3 thUdng hieu;(2) mUc do chuyen gia cua dai sU thUdng hieu doi vdi s a n phdm;(3) sii tin cay cua dai sU thUdng hieu ddi vdi ngudi tieu dung; (4) sii phii hdp giiia dai sU thUdng hieu vdi san p h a m dUtic quang cao; (5) a n h huSng cua dai sU thUdng hieu ddi vdi cdng chiing.
HINH 1: M o h i n h n g h i e n ciJfu
|l,Kt) I . . . .
J ' IhuWigfaeuaMva i Cac l»n nhan Hau hoc I cong chiing |CCR) t
Xuat phat tU mo h i n h nghien cUu, t a cd n a m gia thuyet nghien cUu nhU sau:
H i : sU ha'p dan be ngoai ciia dai sU thUdng hieu cd tac ddng tich cUc den t h a i dgcua ngUdi tieu dimg doi vdi chUting t i i n h quang cao sU dung dai sU thUting hieu.
H2: mUc do chuyen gia ciia dai sU thUdng hieu ddi vdi san phamcd tac ddng tich cue den thai do cua ngUdi tieu diing ddi vdi chUting trinh quang cao sd dung dai sU thUdng hieu.
H3: sU tin cay cua dai sU thUdng hieu ddi vdi ngUtii tieu dimg co tac dong tich ciic den thai do cua ngUdi tieu diing do'i vdi chUdng trinh quang cao sd dung dai sU thudng hieu.
H4: SU phii hdp giUa dai sd thUting hieu vdi san pham cd tac dong tich ciic den thai do cua ngUdi tieu dimg doi vdi chUting trinh quang cao sd dung dai sU thUdng hieu.
Nghiin ciJU Kinh te son (462)- Thing 11/2016 27
Nghl6n ciifu suTdung ...
- H 5 : a n h hudng cua dai sti thUdng higu d£& vdi cong chiing c6 t a c dong tich cUc den t h a i dd cua ngudi t i l u d u n g ddi vdi chUdng t r i n h quang cao sii dung dai s d thudng hieu.
3.-Phtf<ftig ph&p n g h i e n cufu
Nghien ctiu sit dung phUdng ph^p nghien ctiu dinh lUdng thdng qua bang hoi di^u t r a xa hdi hoc. c a c t h a i ^ do trong bang hoi dUtic t h a m khao va phat tridn tii t h a n g do co s i n cua mot sd" nghi§n ctiu cd trudc nhU cua:
Mitcheil va Olson (2000), McCracken (1989), Ohanian (1990), Jamieson va Bass (1994), Putrevu (1994), Till (1998), Erdogan (1999), Belch va Belch (2003) va Spears va Singh (2004) k§'t hdp vdi mfit sd t h a n g do do tac gia t u p h a t triln. Nghign cUu da t h a m khao f ki^n 10 chuyen gia trong linh vUc nghiSn ctiu marketing, quang cao va cac g i a i ^ vi§n chuyen nganh marketing n h a m muc ti§u b a n dia hda va lam ro n6i h a m cua cac t h a n g do.
Trgn cd sd do, 50 ngUdi tieu diing ciing dUdc chon liia n g l u nhiSn d^ ti^n h a n h di^u t r a thii nghi§m. K^t qua cua budc dieu t r a ihit i^higm dUdc sit dung lam cd sd de di^u chinh ndi dung nghien cdu va thig't ke thang do, dam bao cac ndi dung dUde dUa vao di^u t r a khdng hi trCu^ lap, khdng bi hi^u sai. Thdi gian thUc hiSn: 1 thang (tii t h a n g 8-2015 den thang 9-2015).
Budc d i l u t r a chfnh thtic eua nghi6n ciiu dUdc thiic hien trong vong 6 t h a n g tii t h a n g 10-2015 din thang 4-2016 vdi 500 p h ^ t ^ m l u bang phUdng phap chon m l u n g l u nhien. Nghign ctiu da tigh h a n h t h u t h a p thong tin di^u t r a tai 3 t h a n h pho Idn la H a N6i, Da N i n g va t h a n h phd Ho Chi M m h thdng qua bang hoi dien tit tr§n google form va bang hoi gia'y dUdc phat tnic tiep d l h tay ngu6i tieu diing. Ty le p h a n bd giiia bang hoi di$n tit va bang hoi gi^y la 1/3 va 2/3.
K^t qua t h u ve dUqic lam sach va dua vao p h a n tich b^ng ph^n mem SPSS 23 cho Mac OS. Nghign ctiu sti dung cac ky t h u a t p h a n tich nhu: p h a n tich thd'ng k§ md ta, kiem dinh dd tin cay cua t h a n g do (Cronbach - Anpha Test), p h a n tich k h a m p h a n h a n t d
(EFA), p h a n t i c h tUdng q u a n cac n h ^ n td (Correlations test), p h a n tich hoi quy (Regression analysis) va kiem d i n h mdi lign h § glQa cac high n h a n k h ^ u hoc va bi^n phu thudc cua m6 h i n h - t h a i do cua ngUdi tieu diing (ANVA test).
4. c a c k e t q u a n g h i S n cCta c h i n h 4.1. Mo td cd cau ci&a mdu dHu tra Sau k h i p h a t di 500 b a n g hoi, nghi§n ctiu t h u v l dUtic 395 h a n g t r a ldi, ti^n h a n h loc va loai di nhiing b a r ^ t r a ldi hi loi va khong hoan chinh, nghien ctiu t h u dUdc 361 b a n g tra ldi h o a n thi$n di dUa vao cac p h a n tich thdng k§.
BANG 1: P h a n b o qtf c a u m a u d i e u t r a t h e o c d c b i ^ n n h S n k h a u h o c
Gi<H tinh
S6 tu6i Noicit
trii
Nghi nghiep
Nam Nfi
=<23 24-35 36-45
>45 MijnBSc Miln Trang Mi^Nam Hoc sinfa/sinh vi&n Nhan viSn van I^ong
Kinh doanh tu do Kh4c
Si luong
124 237 159 131 57 14 225 54 82 133 141 32 55
Tyle
(%)
65,7 34,3 44,0 36,3 15,8 3,9 62,3 15,0 22,7 36,8 39,1 8,9 12,5 4^. Thdi d6 cua ngudi tieu diing dudi tac dong cua quang edo s^ dung dai 8&
thuong hiiu
D 4 thiic hiSn d a n h gia t h a i do cua ngiM tieu diing ddi vdi quang cao sit d u n g ngUSi n ^ ti^ng lam dai sti thUting hieu, 'nghi§n cdu ti^'n h a n h do gia tri t r u n g binh (Mean) cua thang do t h a i dd.
KS't qua p h a n tich cho tha'y gia tri tnmg binh cua t h a n g do t h a i do la 3,740, gia t r i th^p nha't cua t h a n g do la 2 va cao nhSt la 5. Khi so sanh kit qua nky vdi bang p h a n bd gia tri cua t h a n g do IJkert, t a thity gia tri t r u n g binh cua t h a i ^ do Idn hdn 3,40 (miic d6 t h ^ hign sU
2 8 Nghiin cOu Kinh t§sS11(462)- Thii^Ti^e
Nghien ciifu sur dung.
dong y, sU tich ciic). Vi vay, co the kit luan: vdi tap dii heu dieu t r a cua 361 bang tra ldi, nhin chung ngudi tieu diing cd t h a i do tich ciic doi vdi cac chUting trinh quang cao sii dung dai sti thUdng hieu la nhiing ngUtii ndi tieng. Trong dd, cho dii 3 bien quan sat ciia t h a n g do t h a i do dUdc sit dung trong bang hoi d^u the hien quan diem tich ciic cua ngUtii tieu diing ddi vdi cac chUdng trinh quang cao sd dung ngUdi ndi tie'ng nhu thich, tha'y hap d i n , quan tam, nhUng trong 3 bien quan sat cua thang do nay chi c6 bien ATT2 (Tdi thay nhUng quang cao sif dung ngUdi noi tieng r a t hSp dan)c6 gia tri vUtit troi (4,28) n a m trong mUc rS^t dong y (gia tri t u 4,21-5,0), trong khi gia tri trung binh cua bien quan sat ATTl (Tdi thich nhdng quang cao cd sU xuat hi^n cua ngUdi ndi tieng htin cac quang cao binh thudng khac) chi thuoc nhom trung binh hay khdng cd quan diem ro rang (gia tri tii 2,61-3,40). Vl vay, cho dii dUdc danh gia la h£p dan htin so v6i cac quang cao binh thUting nhUng chUa chac ngUdi tieu dung da thich loai quang cao nay htin cac chUting trinh quang cao khong cd sU xua't hien ciia ngUdi ndi tie'ng.
4.3. Cdc nhan to tdc dong den thdi dp cua ngudi tiSu ddng doi vdi cdc chuong trinh quang cdo sit dung dqi sU thuang hieu
4.3.1. Kiem dinh do tin cay cua thang do (Cronbach -Anpha test)
TrUdc khi thUc hien cac t h u tuc phan tich sau, nghien cUu thiic hien viec kiem dinh do tin cay cua thang do thong qua thu tuc Cronbach - -Anpha test tren SPSS. Ket qua phan tich vdi 6 thang do cho tha'y: (1) ta't ca cac thang do deu cd dp tin cay cao do chi so' Cronbach Anpha chung cua tdng bien deu Idn hdn 0,6 dam bao cho viec tien hanh cac bUdc phan tich tiep theo; (2) de tang dp tin cay cho thang do, nghien cUu can nhac loai bd mot so' bien quan sat khi chi sd' Cronbach Anpha ndu loai bien Idn hdn chi sd' Cronbach Anpha chung cua tdng hien. Tren cd sd dd, nghien cUu loai 2 bien quan sat la: ATTR2, CRE6. Sau budc nay, con lai 6 thang do tUdng Ung vdi 20
bien quan sat, tiep tuc dUtic dung trong cac budc phdn tich tigp theo.
4.3.2. Phan tich khdm phd nhdn to(EFA) Ket qua ciia budc chay p h a n tich k h d m p h a n h a n to' (EFA) vdi 5 nhom n h a n to' de xua't (17 bien q u a n sat) cd tac dong den t h a i do cua ngudi tieu dung, nghien cUu t h u dUtic chi sdTCMO (Kaiser-Meyer-Olkin Measure of Samplmg Adequacy) = 0,730 > 0,5 va tho'ng ke Chi-square cua kiem dinh Barlett's dat gia tri mUc y nghia la 0,000. Do vay cac bien quan sat cd tUting quan vdi n h a u tren pham vi tong the va cho thay tep dii heu t h u dUtic hoan toan phii htip de tig'n h a n h phan tich k h a m pha n h a n td (EFA). Sau khi thiic hien budc chay EFA vdi phep quay Varimax va he so' tai n h a n to = 0,3, nghien cUu t h u dUtic 5 n h a n to vdi phUting sai trich dat 71,722% > 50%, the hien 6 t h a n h phan trich n i t giai thich dUdc 71,722% bien thien cua dU h$u. Do vay cac thang do trich r u t dUdc cha'p nhan.
BANG 2: P h a n t i c h k h a m p h a n h a n t o E F A
EPE3 EPE2 EPEl EPE4 MATl MAT2 CRE3 CRE5 MAT3 aiE2 CCR2 CCRl CCR3 ATIM ATTRl CREl CRE4 Extract!
Rotation a
Component 1
,835 ,829 ,825 ,800
2
,814 .794 ,667 .571 ,532 .503
3
,888 .865 .825
4
.836 1 .786 J
on Method: Principal Component An VIetliod: Varimax with Kaiser Norma Rotation converged in 7 iterations.
5
.745 ,713 alysis.
ization.
Nghi4n cuv Kinh tes611 (462) - Thing 11/2016 2 9
NghiSn ciiru sur dung ,
Ngoai 3 n h a n to' dUtic giii nguyen, n h a n td sU tin cay dUtic trich t h a n h hai phan; trong dd, ha bien quan sat CRE2, CRE3, CRE5 da dUdc nhdm vao vdi ba bien quan sat cua n h a n td' sii phii hdp giiia dai sU thUting hieu vdi san ph^m, tao t h a n h mot nhan to' mdi. Dong thtii, bien quan sat CREl va CRE4 dUdc tach ra thanh mot n h a n to' doc lap.Xua't phat tU noi h a m y nghia cua cac bien quan sat cua hai t h a n h phan mdi trich dUtic, nghien cUu dat lai HINH 2: M o h i n h
tencho hai n h a n to' mdi la:
Niem tin cua ngUtii tieu dung vdi nhiing san ph^m cd sii p h u htip ciia dai sU thUting hieu CREa:MATl, MAT2, MAT3, CRE2, CRE3, CRE5
N i l m tin doi vdi thUdng hieu dUdc quang cao - CREb: C R E l , CRE4
De mo hinh nghien cUu phii htip htin, tac gia tid'n h a n h dieu chinh md hinh nghien ciiu va gia thuyet nghien cUu, cu the n h u sau:
n g h i e n c i i u d i e u c h i n h Sir hap dan be ngoai cCia dai
sir thuang hieu (ATTR)
Mtrc d6 chuyen gia cCia dai si^thirong hieu doi vdi san
pham'(EPE)
Niem tin cOa ngucri tifiu dung vdi nhi^g san pham co su phii hop cDa dai SLT thuong
hieu (CREa)
Niem tin cCia ngi/di tieu dung vdi thuang hieu di/gc quang
cao (CREb)
Anh hudng cua dai sif throng hieu doi vdi cdng
chiing (CCR)
Thai dS cua ngudi tieu dung doi vdi chuong
trinh quang cao sir dung guong mat
thuang hieu
Cac bi^n nhan khau hoc
TU mo hinh dieu chinh tren, nghien cUu dua r a hai gia thuyet nghien cUu mdi la:
H3a: niem tin cua ngUdi tieu diing vdi nhUng san pham cd sU phii hdp cua dai sU thUdng hieu cd tac dong tich cUc den t h a i dp cua ngudi tieu dung do'i vdi chUting trinh quang cao sii dung dai sU thUdng hieu.
H3b: niem tin do'i vdi thudng hieu dUdc quang cao cd tac ddng tich cue den t h a i do ciia ngUdi tieu diing ddi vdi chUdng t r i n h quang cao sii dung dai sU thUting hieu.
4.3.3. Phan tich titc/ng quan
Dua vao mo hinh nghien cUu dieu chinh.
5 n h a n t d b a o gom: (1) sU ha'p d i n he ngoai;
(2) mUc do chuyen gia; (3) n i l m tin vdi sU phiz htip cua ngUdi ndi tie'ng; (4) niem tin do'i vdi thUting hieu dUdc q u a n g cao; (5) anh hudng ddi vdi cdng c h u n g trti t h a n h nhUng bien doc lap. Dong thtii, n h a n to' "thai do cua ngudi tieu dung" trd t h a n h bien phu thuoc. Thu tuc kiem dinh sii tUting quan giiia 5 bien doc lap vdi bien p h u thuoc la t h a i dp cho ket q u a la chi so' Sig cua kiem dinh Pearson giUa bien p h u thuoc (thai dp cua ngUtii tieu dung) vdi 5 bien doc lap cd ket qua = 0,000 < 0,05, chi sd Sig giUa cac bien doc lap vdi n h a u > 0,05. K e t q u a t r e n cd
Nghien ciiu Kinh teso 11 (462) - Thing 11/2016
Nghien z^u suf dung.
n g h i a r a n g : cac bien doc lap co tUdng q u a n (cd tac ddng) d e n bien p h u thu6c va giiia cac bien doc l a p khdng cd hien tUting da cong t u y e n vdi n h a u , d a m bao de ti^n h a n h budc p h a n tich bdi quy tiep theo.
4.3.4. Phan tich hoi quy
Ket qua p h a n tich hoi quy giiia 6 bien doc lap va bien p h u thudc - t h a i dp cd k e t qua R square = 0,805, ddng nghia vdi 6 bien doc lap giai thich dUtic 80,5% hien p h u thudc - t h a i do ciia ngUdi tieu d u n g doi vdi
BANG 4: P h a n t i c h
cac san p h a m co chUdng t r i n h q u a n g cao sii d u n g ngUtii ndi tie'ng lam dai s d thUdng hieu. Hdn t h e nUa, chi s d Sig cua ta't ca cdc bien doc lap deu c6 gia tri <0,05 va he so VTF <10, thi hien r a n g vdi mUc y n g h i a nho hdn 0,05, cdc bi§'n doc lap cd tac dong den bien p h u thuoc va khdng cd hien tUdng da cong tuyen, Chi sd' Constant = 1,531 va chi s d B cua tUng n h a n t o l a E P E = 0,60; CREa
= 0,106; CREb = 0,009; CCR = 0,218; va ATTR = 0,228 (bang 3).
h o i q u y c a c n h a n to'
ivlodel
1 (Constant)
EPE CREa CCR ATTR CREb
Unstandardized Coefficients B 1,531 ,060 .106 .218 .228 .009
Std. Error ,173 ,029 ,039 .026 .032 .031
Standardized Coefficients
Beta
.076 .107 .336 .298 .013
t
8.864 2.059 2.727 8.498 7.200 .310
Sig.
.000 .030 .007 .000 .000 ,027
Coilinearity Statistics Tolerance
,951 ,838 ,828 ,753 ,743
VIF
1,052 1.193 1.208 1,328 1.346
DUa vao cac chi sd' t h u dUdc cua bang phan tich t r e n day, nghien cUu cd mot so' ket , luan n h u sau:
Ca 5 n h a n to' deu cd tac dong tich ciic den t h a i dp cua ngUdi tieu dung.
Nhan to' mUc do a n h hudng giUa dai sU thUdng hieu va ngudi tieu dung cd mUc dp tac ddng Idn nha't den t h a i dp cua ngUdi tieu diing do co chi so' Beta = 0,336 Idn nha't trong so' cac n h a n to' dUdc p h a n tich.
- PhUdng trinh hoi quy cac n h a n to' a n h hudng den t h a i dp dUtic viet nhU sau:
ATT= 1,531 + 0,060EPE + 0,106CREa + 0,218CCR + 0,228ATTR + 0,009CREb
4.3.5. Kiem dinh sU khac biet ve thdi do giUa cdc nhom nhdn khdu hoc
De kiem dinh sU khac hiet ve t h a i dp ciia ngUdi tieu dung ddi vdi chUdng trinh quang cao sii dting ngUdi ndi tieng lam dai sii thUdng hieu giiia nhUng ngudi thudc nhiing nhdm n h a n khau hoc khac n h a u (gidi tinh, dp tudi, nghe nghiep va khu vuc cU tni).
nghien cUu sii dung ky t h u a t p h a n tich phUting sai mot yeu td ANOVA d dp tin cay 95%, vdi gia thuyet n h u sau:
Ho: phUdng sai bang n h a u H I : phUting sai khac n h a u
Ket qua Test of Homogeneity of Variances cho tha'y chi so' Sig lan lutit la 0,128; 0,234;
0,457 va 0,362 deu Idn htin 0,05, nen h mUc dp tin cay 95%, gia thuyet Ho: PhUdng sai bang n h a u dUtic cha'p n h a n va bac bo gia thuyet H i : PhUting sai khac nhau. Theo dd, ket qua cua p h a n tich AXOVA dUtic cha'p nhan. Tuy nhien, ket qua cua p h a n tich ANOVA lai cho thay chi sd Sig lan ludt la 0,083; 0,071; 0,052 va 0,054 deu Idn htin 0,05.
Dua t r e n ket qua p h a n tich nay, nghien cUu CO the ket luan: vdi dii lieu quan sat chUa the k h a n g dinh cd sii khac biet ve t h a i dp cua ngUdi tieu dung do'i vdi chUdng trinh quang cao sii dung ngUdi ndi tie'ng lam dai sU thUdng hieu giUa cac nhdm n h a n k h a u hoc khac nhau.
4.4.6. Kiem dinh gid thuyet nghien citu
Nghien ciiu Kinh tes611 (462)-Thing 11/2016 3 1
Nghien ciiru sur dung ...
BANG 5: K e t q u a kig^m d i n h gik t h u y e t n g h i e n cufu Gia thuy€t
HI: SII hffp d3n b^ ngoM ciia dai si^ thucmg hi£u cd tac ddng tich cue dSh tMi dd ciia ngudi tiSu diiiig ddi v6i chuong tnnh quang cao sur dung dai sii thuong HiSu.
H2: mdc dd chuyen gia cua dai sii thuong hidu ddi v^ san p h ^ c6 t£c ddng tfch cue d£^n th^i dO ciia ngudi ti6u d ^ g 66i v6i chuong timh qu^g c£io sft dung dai sti thuong hiSu.
H3a: ni^m tin cua ngudi tidu diing v^ su phii hop cua dai sii thucmg hieu vdi s ^ phlm c6 t^c dOng dSii thai d6 ciia ngudi ti6u diing dSi vdi chuong tiinh quang c^o sit dung dai sii thuong hi€u.
H3b: nilm tin d6i vdi thuong hieu dUdc quang cao co tic ddng d^n thii dd cua ngudi ddu diing d^t v^ chucmg tnnh quang cao sur dung dai sii thuong hi6u.
H5: anh hudng cfia dai sii thuong hiSu ddi vdi cdng chiing cd tic ddng tich cue A&n thii dd cua ngufd tieu diing d6i vdi chuong tiinh quang cio sur dung dai sii thuong hidu.
KA qua Qiftpnhan Ch^pnhin Ch£(piih|in Chip nhan Chip nhan
5. K ^ t l u S n v a m o t s o d e x u a t q u a n t r i 5.1. Ket luan
Ket qua nghien cdu cM r a rang: nhin '' chung, ngudi tieu dimg cd t h a i dp tich cUc vdi
cac chUdng t i i n h quang cao sd dung dai sd thUting hieu (3,74/5) .Dac biet, h ^ u h^t ngUdi tigu diing dUdc di^u t r a cho r a n g cac chUdng trtnh quang cao sil dung dai sd thUdng hiSu lam ngudi ndi tid'ng r^t h a p d i n . Tuy nhi§n, d mdt gdc dp khdc, vdi nhdm doi tUting phong vS'n, khdng the k h a n g dinh ngUdi tidu diing thich Idnh thUc quang cao sd: dung ngUdi noi tigiig hdn cac hinh thtic quang cao khac. Vi vay cd the k^t luan viec stt dung ngUdi ndi ti^ng trong cac chUdng trinh quang cao nhU mdt dai sd thUdng hi6u chac chac se giiip chUdng trinh quang cao h^p d i n hdn trong nhin n h a n cua ngUdi tieu diing, nhUng nd khdng phai la giai phap tot nha^t cho moi chUdng trinh quang cao.
V l cac n h a n td' tac ddng din thai dd cua ngudi ti§u diing: co 5 n h a n to dUtic xac dinh co tac ddng dgii thai do cua ngUdi tieu diing dra vdi cdc chUdng trinh quang cao s^ dung dai sti thUdng hieu bao gdm: (1) sU h a p dan hi ngoai cua dai sd thUting hieu; (2) mUc dp chuyen gia cua dai sU thUdng hieu ddi vdi san pham; (3) niem tin cua ngudi tieu diing ve sU phu hdp cua dai sti thUdng hi$u vdi s a n pham; (4) niem tin dm vdi thUdng hi§u dUdc quang cao va (5) a n h hudng cua dai sti thUdng hi$u d^i vdi cdng chdng. Cac n h a n to neu tren deu cd tac dong tich die din thai dp cua ngudi tieu dung, tuy
nhien mtic dp a n h hudng ciia tiing n h a n to" lai khdc nhau, trong do: n h a n ti (5) cd miic dd tac dong m a n h nha't, tiip theo l^n lUdt la cac n h a n t d ( l ) , ( 3 ) , ( 2 ) v a ( 4 ) .
5,2. Mdt sodexu^t quan tri DUa vao kit qua p h a n tich, nghien ciiu de xua't mot sd" nhom giai p h a p cho cac doanh nghiep khi t r i l n khai sit d u n g ngUdi ndi ti^ng lam dai sti thUdng hi^u trong cac chUdng trinh quang cao, cu the nhU sau:
- Liia chon ngUdi ndi tig'ng co su anh hudng Idn ddi vdi cdng chiing;
Lua chon dai sti thUdng h i | u co chuy§n mdn h§n quan d§'n n6i dung va s a n ph^m dUtic quang cao;
LUa chpn dai sti thUting hi6u c6 mtic dp tin cay vdi ngUdi tieu dUng;
Doanh nghi§p k h i lUa chon ngudi ndi tig'ng c^n phai ki kit hdp ddng vdi nhiing dieu khoan ro rang, dam bao dUtic miic do tin cay va Idnh a n h ciia ngUdi ndi tig'ng doi vdi ngUdi tiSu diing./.
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Nghien ciiu sur dung.
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