Tac dong cua chu nghTa yeu nudc, vj chung tieu dung, danh gia chdt lupng san phdnn va suthd d
trong mo htnh hanh vi tdy chay cua ngudi tieu dung
CAO QUOC VIET VO THIQUY
^ ^ ghien cau ndy nghiin cOu vi hdnh vi tdy chay cua ngadi tiiu diing thdng qua khdi
^J^ niem sa sdn long tdy chay nhdm khdm phd vd kiim dinh tdc dgng cua cde yeu to'bao gdm: chu nghla yeu nadc, vi chung tieu diing, ddnh gid chdt laong sdn phdm vd sa thd cf. Kit qud nghiin cihi mang lgi nhOng dong gdp gid tri cho hgc thudt vd thac tien qudn tri.
Ttf khoa: chu nghia yeu nadc, chu nghia vi chung tieu diing, ddnh gid chdt laong sdn pham, sa thd cf, hdnh vi tdy chay, sa sdn long tdy chay.
da dtfdc dd cap trong cae nghign ctfu cua Balabanis va cdng stf (2001), Ishii (2009) hay Vida va Reardon (2008).
Danh gia chat Itfdng san pham la mpt ye'u t6' ctfc ky q u a n trpng trong md hinh h a n h vi tay ehay. Yg'u to' nay vtfa chiu sU tac ddng cua vi chiing tieu dung, vfla tac ddng dg'n h a n h vi t i y ehay. Tuy nhien, tdng kg't cac ke't qua nghien cflu vd eae moi quan he nay cho tha'y sfl thieu nha't quan gifla cac tac gia.
2. Cd sol ly thuye't va khung phan tich 2.1.St/ sdn long tay chay
Sfl tay chay cua ngfldi tieu dflng dfldc dinh nghia la "sti no Itic cua mot hay nhidu nhdm de dat nhflng muc tidu nhat dinh bang each thuc giuc nhflng ngudi tigu dung ca n h a n lang t r a n h hoac tfl kiem chd cac stf Itfa chon m u a hang trgn thi trtfdng"
(Friedman, 1985). Dinh nghia nay phan anh mot dang y dinh h a n h vi cua mpt nhdm ngtfdi hoac nhidu nhdm ngfldi thiic gitic, keu gpi ngfldi tigu dung khac ttf eh6i m u a h a n g . Kozinets va Handelman (1998) eho rang tay chay khong ehi la hanh dpng mang tinh tap the ma cdn la hanh ddngcua tiing ca nhan. Nhom tac gia xem t i y chay la 1, Gidfi t h i e u
Qua trinh toan c i u boa va hdi nhap vao kinh td khu vtfc dang dien r a manh me d Vigt Nam. Hang loat cac chinh sach, rko can thtfdng mai, phi thfldng mai dUdc d i n d i n gd bo, giup ngudi tigu dung ed nhieu cd hpi de Itia chpn hang hda nhap k h i u . B6'i canh nay gay ap Itic ldn cbo cac doanh nghigp ndi. Do do, c i n nghign cflu tim hieu hanh vi tieu dflng eua ngtfdi dan de dtfa r a cac chinh sach tfng phd khac nhau.
Hanh vi tay ehay eua ngfldi tieu dung thd hien quydn lflc cua ngudi tieu dung va CO tac ddng tieu ciic dg'n thfldng hieu, gia tri CO phig'u cua eae edng ty.
Nhflng yg'u td nao anh hfldng den h a n h vi t i y chay cua ngtfdi tigu dtfng d mdt quo'c gia da dfldc cac n h a nghien cflu quan tam, eho tha'y ke't qua v l n edn nhieu t r a n h luan vi nd khac biet nhau gifla cae thi trfldng va san pham. Chu nghia vi ehung tieu dflng (consumer ethnocentrism) la mdt trong nhflng yeu td ed anh hudng trfle tiep den hanh vi t i y chay dfldc nghien ctfu bdi cac tac gia nhtf Klein va cpng stf (2002), Ma va cdng stf (2012).
Chii nghia yeu nfldc (patriotism) t h a m gia vao md hinh vtfa la ydu td tac dpng den vi chung tieu dung, vtfa giai thich cho hanh vi t i y ehay hang ngoai n h a p mot each gian tiep. Cac kg't qua nghign ctfu n^y
Cao Qu6c Viet, ThS., Tnicmg dai hoc Kinh t6 TP. H6 Chi Minh; Vo liii Quy. PGS.TS., Tmdng dai hoc QuiSc tfi, Dai hpc Quffc gia TP. Hd Cht Minh.
42 Nghiin cdu Kinh lBsd7(470) • Thing 7/2017
- Tac dgng cda chd nghla yeu nir6c .
mdt sti phan k h a n g eua ngtfdi tieu dung dtia t r e n sti didn dat dung d i n cua ban than hp va stf phan k h a n g nay dtfdc xem nhtf la mot dang cua h a n h vi t i y chay.
Shebil va cdng sti (2011) xem sti tay chay
"ddn gian ehi la mot dang h a n h vi chd'ng tigu dung, dac trflng bdi h a n h dpng mang tinh tap the da dtfdc hoach dinh bdi mot cdng ddng ngtfdi tieu dflng de dien t a mdt sti khdng hai long boSc de dat nhtfng mtic tieu dac bigt nao dd". Tdng ket lai ttf cac dinh nghia tren, cd t h e rflt r a stf tay ehay cua ngfldi tieu dung la sti p h a n k h a n g cua hp ddi vdi mdt hoae nhidu td ehfle c6 lign quan den hang hda, dich vti cua cac td chtfc dd. Sti phan khang nay b a t ngudn ttf nhflng viec iam sai t r a i eua td chflc, t a p the.
Nhtfng bieu hien ctia h a n h vi tay chay la thuc diic ngfldi khac hoac chinh ban t h a n hp tranh mua hang hda, ttf choi cac hoat ddng tie'p thi, tfl chdi m u a san pham, tfl bo hoae tfl chdi tieu dung.
2.2. Chu nghta yiu nUdc
Chu nghia yeu nfldc dfldc dinh nghia "la tinh ygu ciia mdt ngfldi cong dan ddi vdi da't ntfdc" (Kosterman va Feshbach, 1989).
Karasawa (2002) dinh nghia chu nghia ygu ntfdc eua mdt ca n h a n la "mdt t i n h cam manh me htfdng vd Td Qud'e eua hp ma khong tdn tai mdt nidm tin r a n g qudc gia cua hp phai vfldt trdi hdn nhflng qudc gia khae". Druckman (1994) cho rang chu nghia ygu nfldc la "sfl gan kg't, sti s i n sang hy sinh vi To qudc".Nhfl vay, tong ket tfl cac dinh nghia vd chu nghia yeu nfldc cua cac tac gia, c6 t h e hieu mdt each ngan gpn chu nghia yeu ntfdc chinh la long ygu ntfdc ciia mpt ca n h a n doi vdi da't ntfdc eua ngtfdi do. Ldng yeu ntfdc nay dtfdc p h a n anh qua tinh cam, stf g i n ket va stf s i n sang hy sinh eua hp.
2.3. Chu nghia vi chung tieu diing Shimp va S h a r m a (1987) eho r i n g
"Ngtfdi tieu dflng mang t i n h vi chung cd nhflng nidm tin rang mua h a n g nhap ngoai la sai t r a i va vd dao dflc bdi vi no g i y tdn
hai de'n n i n kinh te trong nudc va cd the gay r a tinh trang ma't viee lam". Sharma va epng sii (1995) n h a n dinh ngfldi cd h a n h vi vi ehung the hign quan diem nhin n h a n b a n t h a n hp la t r u n g tam cua cac sii vat hign ttfdng va nhflng ngtfdi bgn ngoai phai t h a m chie'u hp khi danh gia. Balabanis va Diamantopoulos (2004) cho rang chu nghia vi chung ciia ngtfdi tieu dung cd the giai thich cho vige mua hang cua hp doi vdi cac doanh nghiep trong nfldc san xua't hay hang ngoai nhap.
2.4. Ddnh gid chdt lupng sdn pham Danh gia eha't Itfdng la tgn gpi dtfdc cae n h a nghien ctfu h a n h vi sfl dung de nhan manh den sti danh gia eha't Ifldng san pham cua ngfldi tieu dflng can ctf tren nhan dinh, nhu cau va muc dich eua hp (Steenkamp 1990). Tren cd sd nay, cae nha nghien cflu xay diing npi dung do Ifldng danh gia ehat Itfdng san pham dtia t r e n sfl danh gia cua ngfldi tieu dung lien quan de'n tay nghe eong nhan, k^ t h u a t cdng nghe, mau ma, dp tin CEty, dp ben, gia tri eua san pham vi du nhfl Klein va cdng sil (1998); Lee va Lee (2013); Vida va Reardon (2008); Wood va Darling (1993).
2.5. Sa thd a
Sii thd d la "sti khdng quan tam, khdng hflng thu doi vdi bat k^ dieu gi, hoac khdng s i n sang no Itfc de thay doi b i t ky dieu gi"^.
Cac nha nghien eflu h a n h vi da phat trien eae khai niem lien quan den sfl thd d vi du nhfl: "sfl thd d ddi vdi mdi trfldng" la "sfl thie'u quan tam den eae va'n dd lien quan den mdi trtfdng, va cd mdt sfl danh gia chung la nhtfng v l n dd dd dtfdc phdng dai qua mfle" (Gagnon Thompson vd Barton, 1994). Trong linh vtie tam 1^ hpc chinh tri, sfl thd d cung dfldc de cap, vi du "sfl thd d ddi vdi cac sfl kidn xa hpi" dfldc dinh nghia
"la sti phan a n h mot sfl b a n g q u a n hfldng de'n nhflng va'n dd xa hpi, mot sfl bat lflc eua
1. TOr diln Macmillan online:
http://www.macmillandictionary.eom/dictionary/british/a pathy
Nghien cdu Kinh tSs67(47Q) • Thing 7/2017 43
Tac dong cua chu nghTa yeu ntfoic ...
b a n t h a n mdt ngfldi nao dd vdi sti t h a m gia vao cac van de ed b a n n h a t trong so' nhtfng van dd xa hdi" (Pinkleton va Austin, 2004).
2.6. Cdc gid thuyet vd mo hinh nghien cau
Ngtfdi tigu dung cd long ygu ntfdc cang cao thi hp se CO khuynh htfdng suy nghi nhidu ve tinh hinh kinh te cua qud'e gia. Ket qua nghign ctfu cua Sharma va cpng stf (1995), Klein va Ettenson (1999) da chflng minh chu nghia ygu ntfdc ed tac dpng tieh cflc dg'n chu nghia vi ehiing tigu dung. Kdt qua nay sau dd dtfdc k h i n g dinh bdi Balabanis va cdng sfl (2001). Do dd, nghien ctiu nay de xuat gia thuye't:
HI: cd mot quan hi ciing chieu giUa "chu nghla yiu nadc" vd "vi chung tieu diing".
D6i lap vdi nhtfng ngUdi cd h a n h vi vi chung tieu dung la nhflng ngtfdi thd d. Ngfldi thd d se kh6ng quan tam ddn eae v l n de kinh te, chinh tri, xa hdi va cae sti kign dang xay ra d ndi hp sdng. Nhfl vay, nhtSng ngtfdi yeu ntfdc cang cao thi sti thd d cua ho se giam di.
H2: cd mdi quan he nghich ehieu giaa
"ehu nghia yiu nadc " vd "sa thd cf". Ngfldi ed ehu nghia vi chung cang cao se eho rang tieu diing hang ngoai la anh htfdng x i u de'n nen kinh td trong ntfdc. Hp se danh gia san p h i m xuat xtf ntfdc ngoai thap di, mdi quan he nay dtfdc chtfng minh bdi Ishii (2009); Nakos va Hajidimitriou (2007).
H3: cd mdt quan hi nghich chiiu giSa chu nghia vi chung vd ddnh gid ehdt laong hdng hda xudt xa Trung Qudc (ngogi nhgp). MOT quan he cung ehieu gifla chii nghia vi chung tieu dung va hanh vi tay ehay hang hda cd xuit xfl nflSe ngoai hay mdt qudc gia cu the nao dd vi dti nhtf Klein va epng sti (1998), Suh va Kwon (2002).
H4: CO mdi quan hi eiing ehieu giQa "vi chung tiiu diing" vd "sa sdn long tdy chay".
Trong tam 1;^ xa hpi hoc, hien ttfdng thd d cua mdi ca nhan dtfdc giai thich dtfdi ten goi
"hieu flng bang quan". Hieu tfng bang quan
dfldc cac nha tam 1^ va xa hdi hpe nhtf Darley va Latane (1968), Latane va Darley (1969), Darley va epng sti (1973) thi nghigm va giai thich bdi thuye't "phan tan traeh nhiem".
Thuyet nay cho r i n g khi con ngfldi dflng trong mpt tap thd, hp cd xu hfldng nghi rang traeh nhigm cua hp ddi vdi mpt big'n c6' se dUdc phan tan cho ngfldi khae vi vay ma hp se bang quan vdi nhflng ^ hp nhin, nghe tha'y. Mac du "sfl thd d" da dfldc cac nha tam 1^ xa hdi hpc quan tam tfl ISu nhiing Ifldc khao nghign eflu ehfla t h i y cac kdt qua cong bd' mdi quan he gitfa "sti thd d" va "hanh vi t i y ehay" trdn the gidi. Chi ed mot vai nghign eflu thudc linh vtie marketing xanh cho rang thai dp thd d cua khach hang ddi vdi moi trudng se la yeu td tac ddng tigu ctfc den hanh vi tieu dung cac san p h i m xanh. Lf do chinh la ngtfdi tigu dung khdng quan tam deh mdi trtfdng thi ho s i n sang khdng mua cac san p h i m nay (Chan, 2000). Trong boi eanh eua nghien eiiu nay, ngtfdi tieu diing co thai dp thd d la nhting ngtfdi tieu dung khong quan tam ddn ba't k^ big'n cd' kinh te hay s\l kien gi dang xay r a dm vdi da't ntfdc. Vi ho khdng quan tam nen khi co nhu ciu tigu dflng, hp se san long mua ba't k^ lo?ii hang hda nao ma hp c i n . Nhtf vay, hanh vi cua ho se trai ngfldc vdi nhiing ngtfdi vi chung tieu dung va do do, stf tay chay hang hda ngoai nhap cua hp se giam. Chtfa thay cac nghign eflu lien quan trfldc day danh gia mdi quan he gifla "sti thd d" cua ngfldi tieu dflng va hanh vi tay chay cua hg.
H5: cd mdi quan hi nghich chiiu giUa
"sa thd 0" cua ngabi tieu diing ddi vdi "sU sdn Ibng tdy chay". Ngfldi tieu dflng se tay chay hang hda c h i t Ifldng kgm, doe hai, gay anh hfldng de'n sflc khde cua hp nhtfng ho se c h i p n h a n m u a nhflng mat hang ma theo danh gia ctia hp la ed eha't Ifldng tot, m l u ma dep. Theo Wang va Chen (2004), ngfldi tieu dflng sd co khuynh hfldng mua san p h i m trong nfldc san xua't hay san p h i m ttf nfldc khae phu thupe vao kdt qua hp danh gia eha't Ifldng cua san phim.
44 NghUn cAi Kinh lesd 7(470) • Thing 7/2017
• Tac dong cda chii nghia yeu nudc.
Ngtfdi tieu dung danh gia san p h i m dtia tren cac tieu chf ve trinh do tay nghe eua dpi ngu n h a n lflc, m l u ma, thid't ke', dp bdn cua san pham, chtfc nang, uy tin, dp tin cay, trinh dp ky t h u a t va gia tri san pham xflng dang so vdi sd tien bd r a (Vida va Reardon, 2008). Nhu vdy, danh gia chat Itfdng
cd the anh htfdng dg'n stf tdy chay cua ngudi tieu dung,
H6:"Ddnh gid sdn phdm" nhgp ngogi (xudt xa Trung Quoc) cd mdi quan hi nghich chiiu vdi "sa sdn long tdy chay". Ttf gia thuyet dtfdc phat bieu trgn, md hinh nghign eflu dtfdc de x u i t :
HINH 1: Md h i n h n g h i g n ctfu d e x u a t ( CET A
Sr-^- ^"*'
('^O
^ " ^ - . ^
H3(-) *t
-^— ^'--^—^^
H»(+),,^
3>'"^
v^6C-) -J^ WTB A
Ghi ch6:
PAT — ch6 nghla yeu nil6c CET — chu nghia vi chung
AP — SII th& a PJ — danh gia chat luong hang ngoai nhSp
WTB — su sSn 'l6ng tiy chay 3. Fhtfdng p h a p n g h i e n ctfu
3.1.Mdu vd kich cd mdu
Nghign ctiu nay s\i dting ky t h u a t la'y mau t h u a n tien. Kich thtfde m a u td'i thieu 5 l i n tdng sd'tham so'do Itfdng (Bollen, 1989).
Mau tdi thieu cho nghien cflu nay dao ddng ttf 500 den 1000 m l u . Dd dat dtfdc eS m l u nay, 1.500 bang cau hdi khao sat dUde phat ra. Sau khi loc va r a soat dtf lieu, 1,138 t r a ldi hdp le dtfdc dfla vao p h d n mem IBM SPSS 20 va Amos 20 de danh gia cac chi so' do tin cay Cronbach's Alpha. Tig'p theo do, cac t h a n g do trong bang cau hdi se dtfdc danh gia "dd gia tri" thdng qua ky t h u a t phan tieh n h a n to' k h a m pha (EFA). Ky t h u a t CFA (confirmatory factor analysis) dtfdc sii dting de k h a n g dinh gia tri cua cac t h a n g do Itfdng. Cud'i cflng md hinh va cac gia thuyet dat r a dtfdc kiem dinh dtia vao ky t h u a t p h a n tich SEM (structural
equation modelling md hinh cau true tuyen tinh).
3.2. Thang do
Cac t h a n g do dUdc sk diing trong nghien cflu nay gdm t h a n g do "sti san ldng tay chay" (WTBl, WTB2, WTB3, WTB4) dfldc de xua't bdi Abdul-Talib va cdng sii. (2016).
Thang do "chu nghia vi chung" (CETl, CET2, CET3, CET4, CET5) va thang do
"danh gia eha't Itfdng" hang hda xua't xfl Trung Qudc ( P J l , P J 2 , P J 3 , PJ4) dtfdc dieu chinh va sii dting lai tfl kg't qua nghien cflu cua Nguyen va cpng stf (2008). Thang do
"chu nghia ygu ntfdc" (PATI, PAT2, PAT3, PAT4, PATS) dUdc xay dting dtia vao cac ke't qua nghien cflu eua Karasawa (2002), Kosterman va Feshbach (1989). Thang do
"sti thd d" (API, AP2, AP3, AP4) dfldc r u t va dieu chinh tfl nghien cflu cua Pinkleton va Austin (2004).
Nghien cdu Kinh ies67(470) • Thing 7/2017 45
Uz dong cua chd nghia yeu ntfdc .
4. P h a n t i c h dtf l i e u va k d t q u a 4.1. Ket qud kiem dinh mo hinh do ludng
Kg't qua p h a n tich dp tin cay va gia tri t h a n g do thong qua cae chi so' Cronbach Alpha va EFA deu eho tha'y cac ke't qua deu dat yen c i u de tie'p tiic d a n h gia CFA.
Cac cdng bd' thtfdng dung cac chi so nhtf
GFI, TLI, CFI va RMSEA de d a n h gia cac mtfc dp phtf hdp cua mo h i n h vdi dtf lieu.
Chi sd RMSEA dao ddng tfl 0,06 den ngtfdng 0,07 (Steiger, 2007). Chi sd CFI, TLI > 0,9 (Bentler va Bonett, 1980). Hinh 2 cho t h a y cac chi so' d a n h gia CFA deu p h u hdp (GFI=0,935>0,9); (TLI=0,924>0,9);
(CFI=0,936>0,9) va RMSEA=0,058<0,06.
HINH 2: Kdt q u a p h a n t i c h CFA cac t h a n g d o
Chi-square = 764.3S9; df=1 59; P=.000 GFI = .935; TLI = .924; CFI = .936 RMSEA = .058
D6 tin cay cua t h a n g do dfldc danh gia qua hai cae ehi so dp tin cay tong hdp (CR) theo c6ng thtfc eua Joreskog (1971) va tdng phfldng sai trich (AVE) theo cong thfle tinh cua Fornell va Larcker (1981) cung nhu Cronbach's Alpha. Kdt qua cho tha'y cac trpng so deu ldn hdn 0,5, ngoai trfl thang do vi chung tigu dflng va t h a n g do sti s i n long tay ehay (bang 1). Tuy nhien, mpt so n h a nghien cflu v l n cha'p nhan tigu chuan nay nhflClayton (2015), Westjohn va cpng sfl (2016). Ddi vdi tinh
ddn hfldng, tigu chi nay cung dfldc thoa m a n khi khong cd ttfdng quan gifla cac sai so' cua cac bie'n q u a n sat va md hinh phii hdp vdi dfl ligu t h i trtfdng (Steenkamp va Van Trijp, 1991). Bang 1 cung cho t h i y gia tri hpi til cua t h a n g do ddu dat vi cac trpng so' c h u i n hda X deu > 0,5 va cd ^ nghia thdng kg (Gerbing va Anderson, 1988).
Mpt vai bidn quan sat cd trpng sd nhd hdn 0,5 da bi loai (PJ4, WTB2, WTB5). NhU v i y , cac t h a n g do cdn lai ddu dat ygu ciu d l dfla vao p h a n tieh tidp theo.
46 Nghiin cdu Kinh tesd7(470) • Viing 7/2017
• Tdc dong cda chu nghTa yeu ntfdc.
BANG 1: Kdt qua k i e m dinh m o h i n h do Itfcfng Mi hoa
PAT PATI PAT2 PATS PAT4 PATS CET CETl CET2 CET3 CET4 CET5 AP API AP2 AP3 AP4
PI
PIl
PJ2 PJ3 WTB WTBl WTB3 WTB4
Phat bieu
Thang do "Chii nghta yiu nudc "; CR(0.88U AVE(0.6}: Cronbach Alpha(0.89) T6i yeu dSl nudc tfii
T6i M Mo la ngu&i dan Vifit Natn
Dii c6 khong d6ng f vdi chinh phii, tOi v2n cam kdt tning thtlnh vi3i daft niidc TOi sSn sing chifn i&u vl T6 qu6c
Tfli lufln c6 tinh yftu thieng lieng vdi T6 qufic
Thang do "Chii nghia vi chung"; CR(0.82); AVE(0.48i; Cronbach Alpha(0.82) Chuflng mua hang ngoai nhap khflng ph4i la hanh vi diing din cua ngudi Viet Nam iing hfl viec mua hang ngoai nhap la gdp phSn liun mflt sfl' ngudi Viet mjt viflc lam Ngudi Viet Chan chfnh lufln mua hang san xuSt tai Viet Nam
Mua hang nhap ngoai chi giiip cho nudc khac lim giau Mua hang nhap ngoai gay ra tfin hai dfli vdi doanh nghiep trong nudc Thang do "Sulhcia":CR(0,S]):AVE(0J2): CronbachAlphal0.81j Tdi khdng quan tam dfin nhiing v^n dfi xa hfli lien quan den lich sir Tdi khflng quan tam dfin nhiing vfin dfi xa hfli dang diln ra hifin tai Quan tam dfin nhihig vain dfi xa hfli cht khifin ban than Tfli thfim phifin phiic Tdi khflng lo lang nhiing van dfi xa hfli vl tr^cb nhifim nky da co Chfnh phu lo Thang do "Ddnh gid chdt lucmg sdn phdm"; CR(0,82); AVE(0.61}; Cronbach AlphaiO.Sl)
San ph^m xufil xd Trung Qudc dUdc san xu^t c & than bdi nhiing cdng nhan cd tay nghfi cao
San ph^m xua't xd Trung Qudc san xua't bdi cflng nghfi ky thuat hifin dai San phim xuat xi) Trung Quflc dang tin cay va cd dfl ben cao
Thang do " SilsSn Idng tiy chay"; CR(0,71); AVE(0,45); Cronbach Alpha(0.7) Tdi cam thiy xtfu hd khi tfli mua san phim xua't xd ttr Trung Qudc Bat Cii liic nao c6 thfi, tfli tranh mua siin phim cua Trung Qud'c Tfli khdng thich ^ tudng sd hiiu hing hda ciia Trung Qudc
Trong so nhan td chuan hda
0,66 0,67 0,77 0,88 0,87
0,54 0,64 0,59 0,85 0,79
0,71 0,80 0,71 0,64
0,88
0,83 0,61
0,51 0,70 0,78
4.2. Ket qua kiem dinh mo hinh va gia 3 cho thay mo hinh c6 cac chi so: chi binh thuyet phuong t = 859.948, tif = 164; T U = 0,915, Ket qua Idlm ifinh mo hinh ly thuyet b hinh CFI = 0,927, GFI = 0,926 va RMSEA = 0,061.
Ngiu^n aiu Kinh tBsd7(47D} - Thing 7/2017 47
Tac dgng ciia chu nghia yeu nUAc ,
HINH 3: Ket q u a p h a n t i c h m o h i n h ly t h u y e t
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Chi - square = 859.948; df=164 P= .000
GFI = .928 ; TLI = .915 ; CFI = RMSEA = .061
.927
Nhu vay, cac chi s6' deu n4m trong khoang qua kiem dinh cac gia thuydt nghien COM 3 chap nhan difdc. Dieu nay chiing to mo hinh bang 2 cho thay cac gia thuyet dat ra deu phu hdp kha td't v6i dQ li§u thi tnfcJng. Kg't diidc ch^p nhSn d mfic y nghia 0,05.
BANG 2: Ke't q u a k i e m d i n h c a c gia t h u y e t Gia thuyet
Hl(+) H2(-) H3(-) H4(+) HS(-) [ H6(-)
PAT PAT CET CET AP PI
^
^ -»
.>
.>
->
CET AP PI WTB WTB WTB
Trong sd hdi quy chua chuan hda
0,257 -0,338 -0,086 0,138 -0,066 -0,196
Sai sd c h u i n (S.E) 0,052 0,051 0,038 0,028 0,029 0,026
Gia tri P
***
***
0,023
***
0.025
***
K^'t qua
Ch&p nhfln Ch^p nh|n C3i^p nhan Chffp nh&n Chip nhfln ChSp nhAn Ghichui(*'*): p<0,000
4.3. Thdo ludn ket qud
So v6i cac Itet qua nghien citu tru6c, nghien ciiu nay phat liien sil thd d la mot yeu to mffi
CO vai tro doc lap -vk phan biet v6i cac yeu to khac nhu vi chung tieu diing, chu nghla yeu nudc. Ke't qua nay la mgt dong gop mffi cho 1>
48 l^lgmn ciiu Kinh la s6 7(470) - Thing 7/2017
- Tac flong cua chu nghTa yeu niTdc ,
thuyet ve h a n h vi. Ket qua nghien ciiu cho thay gia thuyg't H I va H2 difdc chap nhan.
Nghia la, chu nghia ygu nir6c co tac dong cung chieu dg'n vi chung tieu dung (P = 0,257, p < 0,05), kg't qua nay nha't quan v6i cac cong trinh c6ng bo' tr\x6c do cua (Balabanis va cgng sij£, 2001; Fernandez- Ferrin va cgng sti, 2015; Vida va Reardon, 2008). Ngoai ra, chu nghia yeu niidc tac d6ng nghich chieu de'n sil thS d (P = - 0,338, p < 0,05). Kg't qua nay la sii dong gop mdi vao 1^ thuyg't h a n h vi tieu dung,
Chu nghia vi chung ciing tac dgng nghich chi^u dg'n danh gia chat lUdng san pham nhap til Trung Quoc (p = - 0,086, p < 0,05).
Chu nghia vi chung tac dgng ciing chi^u de'n sii san long tay chay (p = 0,138, p <
0,05). Cac ke't qua nay n h a t quan vdi ket qua nhiing nghien ciiu trifdc nhii Abosag va F. Farah (2014); Klein va cgng sii (1998);
Mostafa (2010). Nhii vay, H 3 va H4 dUdc cha'p nhan.
Kg't qua kiem dinh cung cho thi'y gia thuye't H5 diidc chap nhan, sii thd d tac d6ng nghich chig'u de'n sii s i n long tay chay (p = _ 0,066, p < 0,05). Ke't qua nay dong gop mdi vao khung ly thuyet h a n h vi t i y chay cua ngK6i tigu dung. Bgn canh do, nghign ciiu tim tha'y b^ng chiing de chap nhan gia thuyg't H6, danh gia chat liidng san ph^m tac dong nghich chieu den sii san long t£y chay (P = - 0,196, p < 0,05). Ket qua nay nhS^t quan vdi cac cong b6' triidc nhii Klein va cong sii (1998); Rose va cgng eu (2009).
5. Ket l u a n v a c a c h a m y c h i n h s a c h 5.1, Ket ludn
Ket qua nghign ctiu cho t h a y chu nghia vi chung va chu nghia ygu niidc c6 tac dgng din "sii stn long t i y chay" h a n g ngoai n h a p (triicing hdp nghien ciiu nay la hang hoa xua't xii Trung Qug'c). Co nghia la khi ngii6i dan trong mSt quo'c gia cam tha'y yeu, gan bd vdi que hiidng cua minh cang nhieu, cam thtfy trach nhigm vdi ng'n kinh ti trong niidc va vdi cac doanh nghigp noi cang ldn
thi khuynh hiidng cha'p n h a n mua hang hoa san xua't trong niidc cua hg se cang tang theo.
NhiJng ngudi tigu dung danh gia eha't liidng hang ngoai nhap cang cao thi hg co xu hiidng t^y chay hang ngoai nhap giam di. Nhii vay, vai tro cua danh gia eha't liidng san pham ra't quan trgng trong mo hinh h a n h vi tigu diing. Ngiidi tieu dung se sSn long tay chay hang hda kem ch^t liidng va ngiidc lai.
Ben canh do, vai tro cua sii thd d diidc the Men ro trong mo hinh. Sil thd d co md'i quan he nghich chieu vdi chu nghia ygu niidc. Neil long yeu niidc cua cua ngiidi tigu dung cang cao thi sii thd d cua hg do'i vdi cac sii kign kinh tg', chinh tri cang giam di.
Khdng mgt quoc gia nao mong muSn tinh than yeu niidc cua ngiidi dan trong da't niidc minh ngay cang giam di va sii thd d cua hg ngay cang len theo thdi gian. Nhii vay, can lam gi dg nuoi diidng tinh thSn yeu niidc cua ngudi dan va khong de sii thd d cua hg tang Ign la mgt trong nhiing chfnh sach vi mo quan trgng.
5.2. Ham y chinh sdeh
Viet Nam da chinh thdc hgi nhap vao kha'i AEC tii cud'i nam 2015. Sii tii do liiu chuyen hang hoa tii cac quoc gia nhii Thai Lan, Xingapo, Malaixia hay Inddngxia vao Viet Nam se tao ap liic ton tai va canh t r a n h den cac doanh nghiep ngi. Ne'u ngUdi tieu dilng khong ngCtng dUdc thiic d i y tinh yeu nUdc, luon suy nghT hay ung hd cac doanh nghiep ngi thi hg se liu tien sii dung hang ngoai va doanh nghigp trong nudc se dan ma't thi trudng.
Tuy nhign, doanh nghigp ngi c i n chii y dg'n ch&'t lUdng san p h i m . Day la ye'u to'ra't quan trgng vi cd the ngUdi tieu dung nghi ve nen kinh tg' da't nUdc, hg ludn co tinh cam gan bo vdi Td' qud'c, ygu qug hUdng, vi vay, CO the ho se t i y chay hang ngoai, ung hg cho hang ngi. NhUng ne'u doanh nghigp ngi san xua't hang hda k6m eha't lUdng, m l u
NghUn ctiu Kinh tSs67(470} - Thing 7/2017 49
Tac flong cua chQ nghTa yeu nudc .
m a k h o n g d e p , g i a k h o n g c a n h t r a n h so v d i h a n g h d a n h a p n g o a i , n g U d i t i e u d i l n g s e cd t h g tii c h d i m u a h a n g n g i c h o d i i t i n h v i c h u n g t i g u d u n g h a y l o n g y e u nUdc c u a h g cd c a o , B a i h g c k i n h n g h i e m t i i N h a t B a n c h o t h a ' y n g U d i t i e u d u n g s i n l o n g m u a h a n g d o c a c d o a n h n g h i g p N h a t B a n s a n x u a ' t v d i g i a c a o h d n h a n g n h a p n g o a i c h i k h i e h a ' t l U d n g s a n p h i m td't h d n .
Kg't q u a n a y c u n g h a m y c h o c a c n h a c h i n h s a c h , c a c g i a m d d c , n h a q u a n t r i t i e p t h i c u a c a c d o a n h n g h i g p t r o n g nUdc c i n c h i i t r g n g h d n dg'n k h S u q u a n g b a v a t r u y i n t h d n g . C o l e , v i g e k h d i g d i c h u n g h i a y e u nUdc q u a c a c k g n h q u a n g c a o , t r u y g ' n t h o n g d a i c h i i n g , m a n g x a h g i l a m d t t r o n g c a c e a c h t h u h i i t v a t h i i c d a y l o n g y e u n u d c c u a n g U d i t i d u d u n g , C h a n g h a n n h u , c a c n h a q u a n g c a o tie'p t h i cd t h e i n h i n h a n h c u a c a c c d n g n h a n l e n b a o b i s a n p h a m , c u n g d o \k c a c t h d n g d i g p q u a n g c a o n h a n m a n h d e ' n v i e c l a m c u a h g n e u n h u n g u d i d a n t i i c h o i s t i d u n g h a n g h d a t r o n g nUdc s a n x u a ' t . N h i i n g t h o n g d i e p n h u ; " h a y t h e h i e n l o n g y g u n U d c c i i a b a n b a n g e a c h u u t i g n d i i n g h a n g V i e t " , "s\i d u n g h a n g V i e t N a m d e c a c d o a n h n g h i g p V i e t N a m t d n t a i " , h o a c , " t d i l a ngUdi V i e t , t o i Uu t i g n d i i n g h a n g V i e t N a m " l a c a c t h d n g d i e p n g n dUdc p h a t t h u d n g x u y g n t r e n cdc k g n h t r u y e n h i n h v a c a c p h U d n g t i e n c d n g c g n g . / .
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