Các yếu tố tác động đến hành vi mua hàng của người tiêu dùng với mì ăn liền

IH LÊ NG C M N CÁC Y U T N HÀNH VI MUA HÀNG C A I TIÊU DÙNG V N BEHAVIOR WITH INSTANT NOODLES Ngành : QU N TR KINH DOANH Mã S : 8340101 LU TP.H TH C S c hoàn thành t i: Cán b ng d n khoa h c: TS i h c Bách Khoa ng Võ Hùng Cán b ch m nh n xét : TS H Trung Thành Cán b ch m nh n xét : PGS.TS Ph m Qu c Trung Lu cb ov t Ngày 31 tháng 12 ih Thành ph n H Ch t ch - HCM m: : PGS.TS Nguy n M nh Tuân TS Nguy Ph n bi n 1: TS H Trung Thành Ph n bi n 2: PGS.TS Ph m Qu c Trung U viên : TS Lê Hoành S Xác nh n c a Ch t ch H ngành sau lu CH T CH H ng Khoa qu n lý chuyên c s a ch a (n u có) NG KHOA QU N LÝ CƠNG NGHI P I H C QU C GIA TP.HCM C NG HÒA XÃ H I CH cl p T T NAM H nh phúc NHI M V LU H tên h c viên: Lê Ng c M n MSSV: 1870294 n Chuyên ngành: Qu n Tr Kinh Doanh Mã s : 8340101 TÀI: CÁC Y U T N HÀNH VI MUA HÀNG C DÙNG V I TIÊU N NHI M V VÀ N I DUNG: nh y u t n hành vi mua hàng c i tiêu dùng v li n ng m t ng ki nh giá tr trung bình c a y u xem có s khác bi t lên hành vi mua hàng c (3) y u t i tiêu dùng v t s hàm ý qu n tr cho doanh nghi p s n xu t n n d a ng NGÀY GIAO NHI M V : 03/06/2021 NGÀY HOÀN THÀNH NHI M V : 08/11/2021 CÁN B CÁN B NG D N NG D N : TS ng Võ Hùng CH NHI M B (H tên ch ký) (H tên ch ký) NG KHOA QU N LÝ CÔNG NGHI P (H tên ch ký) O i L IC L u tiên, em xin bày t s s t ng Võ Hùng Chính nh ng d ng viên c a Th y su t th i gian qua mà em m i có th hoàn thành t tài nghiên c u Em xin g i l i c n Quý Th y, Cô c Khoa Thành ph H Nghi i h c Bách c bi t Quý Th y, Cô c a Khoa Qu n Lý Công n tâm d y b o truy t ki n th c cho em nh t pv c m t hành trang v ng ch c ng s nghi Em xin c ng viên, ng h giúp em trình h c t c hi n lu i th i gian v ng hành m i i cho em r t nhi u k ni m h c quý giá c bi t nh t, em mu n g i l i bi ch d a v ng ch t qua m ng viên to l n c a em su t trình h c t p M t l n n a, em xin chân thành g i l th Quý Th n TS n Bè Tp H Chí Minh, ngày 08 Tác gi lu Lê Ng c M n ng Võ Hùng tồn ii TĨM T T LU Các y u t n hành vi mua hàng c i tiêu dùng v c nghiên c u t i Thành ph H Chí Minh t m n tháng 11/2021 v i nh y u t dùng v n, (2) bình c a y u t v i n hành vi mua hàng c ng m ng ki i tiêu nh giá tr trung xem có s khác bi t lên hành vi mua hàng c n n i tiêu dùng t s hàm ý qu n tr cho doanh nghi p s n xu li n Nghiên c c ti c nghiên c th c Tro bao g m nghiên c c nh tin c y tí nghiên u ch nh bi n quan sát cho phù h p v c tiêu nghiên c u (kh b ng b ng câu h i v i 70 m u, t ng c th c hi n l y m u 336 ng th c ti n hành i m t s khu v c lân c ki d ng m n Thành ph H Chí Minh c hi n phân tích d li u nh m ki nh mơ hình gi thuy t nghiên c u b ng phân tích h s Alpha, phân tích nhân t khám phá EFA, phân tích nhân t kh mơ hình c tiêu dùng v xã h tin c nh CFA, phân tích thơng qua ph n m m SPSS 26 AMOS 20 K t qu nghiên c u cho th y y u t th c ch nghiên c u ng lên hành vi mua hàng c ut s n an toàn th c ph m, nh n ng, nh n th c v giá bán, tính ti n l i, truy i tiêu dùng v chi u, l i y u t nhóm tham kh o tá i chúng, chu n m c n ng i c chi u ng thu n iii T k t qu này, nhà qu n lý có th hi u thêm v m t s y u t vi mua c tri i tiêu dùng v i i l i nhu n, t ng ho c giá tr n hành nh chi i v i khách hàng c phát iv ABSTRACT The topic "Factor affecting " was researched in Ho Chi Minh City from May 2021 to October 2021 with objectives: (1) Determining the factors affecting the buying behavior of consumers with instant noodles (2) Analyze, measure the activity level and check the average value of the factors to see if there is a difference in the purchasing behavior of users with instant noodles (3) Offer some administrative functions for online business instant noodles based on impact factor Research is conducted through two steps of primary research and official research in which: primary research includes primary qualitative research and primary quantitative research to adjust observed variables to suit the subjects and research objectives (primary survey by questionnaires with 70 samples, thereby assessing the reliability and unidirection of the scale) Quantitative research officially conducted sampling 336 customers (this is the number of samples meeting the requirements of the survey) wishing to buy electrical equipment in Ho Chi Minh City and some neighboring areas Then performed data analysis to test scales, test models and research hypotheses by analyzing Cronbach' Alpha reliability coefficient, EFA discovery factor analysis, CFA confirmation factor analysis, structural model analysis SEM and multigroup analysisthrough softwares SPSS 26 and AMOS 20 The research results show that of the factors affectin s purchase behavior with instant noodles, of which factors health concern, food safety concern, quality perception, price perception, convenience, mass media, social norms, consumer attitudes towards instant noodles , the intention to buy instant noodles has a positive effect, the rest of the reference group has a negative effect From this result, managers can learn more about a number of factors that influence s purchase behavior with instant noodles, thereby strategic business development plans that bring profits as well as create value for customers v L Tôi kh vi mua c n trích d s nh t t c n i dung lu i tiêu dùng v Các y u t n hành n k t qu trình nghiên c u c a riêng tơi, cs d u trích ngu n lu cn pb tc i H c Bách Khoa Thành Ph H Chí Minh - - vi M CL C i L IC TÓM T T LU ii ABSTRACT iv L v M C L C vi DANH M C B NG BI x DANH M C HÌNH xii I THI TÀI TÀI 1.2 M C TIÊU NGHIÊN C U 1.3 PH NG NGHIÊN C U U U 1.6 B C C LU C LÝ THUY T VÀ MƠ HÌNH NGHIÊN C 2.1 CÁC KHÁI NI M 2.1.1 L ch s phát tri n i tiêu dùng 2.1.3 Hành vi mua i tiêu dùng nh mua 2.1.6 Các nhân t n hành vi tiêu dùng 10 2.2 CÁC MƠ HÌNH NGHIÊN C 2.2.1 Thuy C 11 ng h p lý (Theory of Reasoned Action - TRA) 11 2.2.2 Thuy t hành vi d nh ( Theory of Planned Behavior TPB) 11 2.2.3 Mơ hình nghiên c u c a INONI c ng s (2017) 12 2.2.4 Mơ hình nghiên c u c a Smith Paladino (2010) 14 vii 2.2.5 Mơ hình nghiên c u v y u t nh mua th c ph m an toàn c t i Hà N i 14 2.2.6 Nghiên c u m t s y u t n hành v tiêu dùng th c ph m h i Hy L p 16 2.2.7 Mơ hình nghiên c u c a Minyang Yang (2014) 17 2.3 MÔ HÌNH NGHIÊN C C XU T VÀ CÁC GI THUY T NGHIÊN 2.3.1 Mơ hình nghiên c xu t 18 18 2.3.2 Các gi thuy t nghiên c u 19 2.3.2.1 S quan tâm t i an toàn th c ph m 19 2.3.2.2 Nh n th c v ch ng 19 2.3.2.3 Nh n th c v giá bán 20 2.3.2.4 Tính ti n l i 20 2.3.2.5 Truy i chúng 20 2.3.2.6 Chu n m c ch quan 21 2.3.2.7 Nhóm tham kh o 22 2.3.2.8 Ki nh s khác bi t 22 U 25 3.1 THI T K NGHIÊN C U 25 3.1.1 u 25 3.1.2 Quy trình nghiên c u 26 3.1.2 28 3.2 M U NGHIÊN C U 40 3.3 LI U 42 ng kê mô t 42 3.3.2 Ki tin c 42 khám phá EFA 43 3.3.4 Ki ng CFA 44 3.3.5 Ki nh mơ hình c u trúc SEM 46 3.3.6 Ki ng mơ hình lý thuy t b ng Bootstrap 48 120 Component Matrixa Component HV1 HV2 0.806 0.871 HV3 0.871 PH L TIN C Y C C quan tâm an toàn th c ph m Reliability Statistics Cronbach's Alpha N of Items 0.810 ATTP1 ATTP2 ATTP3 ATTP4 Scale Mean if Item Deleted 11.83 11.87 11.76 11.79 Item-Total Statistics Corrected Cronbach's Scale Variance Item-Total Alpha if Item if Item Deleted Correlation Deleted 3.906 0.610 0.770 3.676 0.639 0.757 3.855 0.638 0.757 3.805 0.624 0.763 n th c ch ng Reliability Statistics Cronbach's Alpha N of Items 0.809 Item-Total Statistics Corrected Scale Mean if Scale Variance Item-Total Item Deleted if Item Deleted Correlation Cronbach's Alpha if Item Deleted CL1 CL2 10.35 11.06 6.228 6.554 0.619 0.661 0.765 0.746 CL3 CL4 11.08 10.50 6.838 6.113 0.632 0.607 0.761 0.773 121 n th c giá bán Reliability Statistics Cronbach's Alpha N of Items 0.809 GB1 GB2 GB3 GB4 Item-Total Statistics Corrected Cronbach's Scale Mean if Scale Variance Item-Total Alpha if Item Item Deleted if Item Deleted Correlation Deleted 10.55 6.111 0.627 0.761 9.81 9.02 9.80 6.561 6.167 6.433 0.615 0.632 0.633 0.766 0.758 0.758 nl i Reliability Statistics Cronbach's Alpha N of Items 0.802 TL1 TL2 TL3 TL4 Scale Mean if Item Deleted 11.26 11.96 11.27 11.33 Item-Total Statistics Corrected Cronbach's Scale Variance Item-Total Alpha if Item if Item Deleted Correlation Deleted 6.470 0.623 749 7.034 0.601 762 6.376 0.624 748 6.143 0.623 750 i chúng 122 Reliability Statistics Cronbach's Alpha N of Items 0.804 TT1 TT2 TT3 TT4 Item-Total Statistics Corrected Cronbach's Scale Mean if Scale Variance Item-Total Alpha if Item Item Deleted if Item Deleted Correlation Deleted 9.33 5.709 0.622 0.754 10.06 10.04 10.82 5.844 6.091 5.763 0.629 0.627 0.601 0.750 0.753 0.764 n m c ch quan Reliability Statistics Cronbach's Alpha N of Items 0.802 CMCQ1 CMCQ2 CMCQ3 CMCQ4 Scale Mean if Item Deleted 11.47 11.44 11.45 12.15 Item-Total Statistics Corrected Cronbach's Scale Variance Item-Total Alpha if Item if Item Deleted Correlation Deleted 6.029 0.620 0.751 5.973 0.630 0.746 6.230 0.615 0.753 6.666 0.605 0.760 o 123 Reliability Statistics Cronbach's Alpha N of Items 804 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted NTK1 8.76 4.186 0.610 0.759 NTK2 8.74 4.287 0.612 0.758 NTK3 8.75 4.319 0.632 0.749 NTK4 8.77 4.221 0.621 0.753 i tiêu dùng v n Reliability Statistics Cronbach's Alpha N of Items 0.842 TD1 TD2 TD3 Scale Mean if Item Deleted 7.75 7.81 7.78 Item-Total Statistics Corrected Cronbach's Scale Variance Item-Total Alpha if Item if Item Deleted Correlation Deleted 1.327 0.731 0.756 1.402 0.686 0.800 1.481 0.706 0.783 n Reliability Statistics Cronbach's Alpha N of Items 0.825 YD1 YD2 Item-Total Statistics Corrected Cronbach's Scale Mean if Scale Variance Item-Total Alpha if Item Item Deleted if Item Deleted Correlation Deleted 7.81 1.902 0.661 0.779 7.77 1.932 0.699 0.739 124 YD3 7.79 1.978 10 0.682 0.756 n Reliability Statistics Cronbach's Alpha N of Items 0.806 Scale Mean if Item Deleted 7.80 7.74 7.81 HV1 HV2 HV3 Item-Total Statistics Corrected Cronbach's Scale Variance Item-Total Alpha if Item if Item Deleted Correlation Deleted 1.915 0.641 0.748 1.985 0.649 0.741 1.792 674 714 PH L C 8: K T QU NG CHÍNH TH C quan tâm an toàn th c ph m KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig Factor Total 2.550 0.508 63.750 12.707 63.750 76.457 0.488 0.454 12.193 11.351 88.649 100.000 ATTP1 ATTP2 0.695 0.734 ATTP3 ATTP4 0.732 0.714 415.472 0.000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % Factor 0.804 2.067 51.679 51.679 125 n th c v ch ng KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 792 432.320 df Sig 0.000 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % 2.563 64.080 64.080 0.562 14.045 78.125 0.482 12.039 90.164 0.393 9.836 100.000 Total 2.088 % of Variance 52.211 Cumulative % 52.211 Factor CL1 0.700 CL2 0.771 CL3 0.731 CL4 0.685 n th c v giá bán KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig 0.798 416.284 0.000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Factor Total % of Variance Cumulative % 2.547 63.684 63.684 0.519 0.504 0.430 12.963 12.612 10.741 76.647 89.259 100.000 Total % of Variance Cumulative % 2.063 51.575 51.575 126 Factor GB1 0.717 GB2 GB3 0.703 0.725 GB4 0.727 nl i KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 0.798 398.434 df Sig 0.000 Total Variance Explained Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % 2.517 62.916 62.916 0.542 13.560 76.476 0.478 11.957 88.432 0.463 11.568 100.000 Total 2.022 Factor TL1 0.717 TL2 0.688 TL3 0.719 TL4 0.720 i chúng KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig 0.802 402.093 0.000 % of Variance 50.560 Cumulative % 50.560 127 Factor Total Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % 2.526 0.519 63.157 12.966 63.157 76.123 0.482 0.473 12.060 11.817 88.183 100.000 2.035 50.884 50.884 Factor TT1 TT2 TT3 TT4 0.717 0.726 0.722 0.688 n m c xã h i KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 0.799 Approx Chi-Square df Sig Factor Total CMCQ1 CMCQ2 CMCQ3 CMCQ4 2.516 526 500 458 Factor 713 728 707 695 397.359 0.000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % 62.900 13.147 12.508 11.445 62.900 76.047 88.555 100.000 o 2.021 50.536 50.536 128 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig 0.799 400.322 0.000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 2.521 63.018 63.018 2.028 50.693 50.693 0.527 13.174 76.192 0.501 12.523 88.714 Factor 0.451 Factor NTK1 0.699 NTK2 NTK3 NTK4 0.702 0.730 0.716 11.286 100.000 i tiêu dùng v n KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling 0.725 Adequacy Bartlett's Test of Approx Chi-Square 410.462 Sphericity df Sig 0.000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Factor Total % of Variance Cumulative % Total % of Variance Cumulative % 2.281 76.045 76.045 1.926 64.191 64.191 0.395 13.156 89.201 0.324 10.799 100.000 Factor TD1 0.840 TD2 0.765 TD3 0.797 129 10 n KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df 0.719 365.668 0.000 Sig Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 2.223 74.097 74.097 1.837 61.229 61.229 Factor 0.418 0.359 13.925 11.978 88.022 100.000 Factor YD1 YD2 0.749 0.812 YD3 0.785 11 n KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig Factor Total 2.164 0.445 72.121 14.829 72.121 86.950 0.391 Factor 13.050 100.000 HV1 325.162 0.000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % 0.740 0.712 1.748 58.256 58.256 130 HV2 0.753 HV3 0.796 PH L NG Regression Weights: (Group number - Default model) CMCQ3 CMCQ1 CMCQ2 CMCQ4 NTK2 NTK3 NTK1 NTK4 GB4 GB2 GB1 GB3 ATTP2 ATTP4 ATTP3 ATTP1 CL3 CL1 CL2 CL4 TT1 TT2 TT3 TT4 TL3 TL2 TL4 TL1 HV3 HV2 HV1 YD2 YD3 YD1 TD3 < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < - CMCQ CMCQ CMCQ CMCQ NTK NTK NTK NTK GB GB GB GB ATTP ATTP ATTP ATTP CL CL CL CL TT TT TT TT TL TL TL TL HV HV HV YD YD YD TD Estimate 1.000 1.055 1.111 898 1.000 998 1.028 1.026 1.000 945 1.070 1.098 1.000 952 932 892 1.000 1.121 1.115 1.158 1.000 962 917 964 1.000 842 1.106 1.010 1.000 896 914 1.000 963 1.012 1.000 S.E C.R P 097 099 084 10.841 11.215 10.693 *** *** *** 091 097 095 10.935 10.647 10.802 *** *** *** 085 094 093 11.097 11.372 11.769 *** *** *** 083 081 080 11.455 11.557 11.087 *** *** *** 101 092 104 11.135 12.093 11.100 *** *** *** 083 079 087 11.528 11.682 11.087 *** *** *** 078 095 088 10.826 11.629 11.448 *** *** *** 071 073 12.652 12.446 *** *** 071 075 13.617 13.552 *** *** Label 131 TD2 TD1 < < - TD TD 1.080 1.129 072 074 14.933 15.360 *** *** Standardized Regression Weights: (Group number - Default model) CMCQ3 CMCQ1 CMCQ2 CMCQ4 NTK2 NTK3 NTK1 NTK4 GB4 GB2 GB1 GB3 ATTP2 ATTP4 ATTP3 ATTP1 CL3 CL1 CL2 CL4 TT1 TT2 TT3 TT4 TL3 TL2 TL4 TL1 HV3 HV2 HV1 YD2 YD3 YD1 TD3 < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < - CMCQ CMCQ CMCQ CMCQ NTK NTK NTK NTK GB GB GB GB ATTP ATTP ATTP ATTP CL CL CL CL TT TT TT TT TL TL TL TL HV HV HV YD YD YD TD Estimate 699 707 741 695 706 728 700 714 722 692 712 744 731 721 730 693 725 694 776 692 717 719 730 687 702 677 738 724 784 761 744 799 777 772 792 132 TD2 TD1 < < - TD TD 794 816 PH L NG Regression Weights: (Group number - Default model) TD TD TD TD TD TD TD YD HV < < < < < < < < < - ATTP CL GC TL TT CMCQ NTK TD YD Estimate 170 097 123 128 115 095 -.118 723 645 S.E .048 043 046 057 055 044 043 081 072 C.R 3.581 2.254 2.691 2.257 2.111 2.160 -2.725 8.905 8.934 P *** 024 007 024 035 031 006 *** *** Label Standardized Regression Weights: (Group number - Default model) TD TD TD TD TD TD TD YD HV < < < < < < < < < - ATTP CL GC TL TT CMCQ NTK TD YD Estimate 209 133 178 194 171 137 -.142 586 618 Squared Multiple Correlations: (Group number - Default model) TD YD HV Estimate 0.559 0.343 0.382 133 PH L C 11: K T QU NG BOOSTRAP Regression Weights: (Group number Parameter Default model) SE SE-SE Mean Bias SE-Bias C.R TD < - ATTP 0.061 0.001 0.208 -0.001 0.002 -0.50 TD < - CL 0.063 0.001 0.131 -0.002 0.002 -1.00 TD < - GC 0.084 0.002 0.181 0.003 0.003 1.00 TD < - TL 0.102 0.002 0.193 -0.001 0.003 -0.33 TD < - TT 0.084 0.002 0.17 -0.001 0.003 -0.33 TD < - CMCQ 0.073 0.002 0.137 0.002 0.00 TD < - NTK 0.054 0.001 -0.142 0.002 0.00 YD < - TD 0.053 0.001 0.584 -0.002 0.002 -1.00 HV < - YD 0.06 0.001 0.616 -0.002 0.002 -1.00 134 LÝ L CH TRÍCH NGANG H tên: Lê Ng c M n n a ch liên l c: 339/4 Tô Hi ng 12, Qu n 10, TPHCM O - - 2016: H c công ngh th c ph m khoa k thu t hóa h c ih c bách khoa TPHCM Kinh Doanh - n H c Cao h c t i Khoa Qu n Lý Công Nghi p - Ngành Qu n Tr i h c Bách Khoa Thành ph H Chí Minh Q TRÌNH CƠNG TÁC - Nay : Công tác t i Công ty c ph n Acecook Vi t Nam ... i tiêu dùng nh ng hành vi c th c a m t cá th c hi n quy s m, s d ng v t b s n ph m hay d ch v th nh mua i tiêu dùng t p h p hành vi, ph n trình mua hàng Hành vi b ut i tiêu dùng su t i tiêu dùng. .. d nh hành vi Các nghiên c u v hành vi nghiên c u v hành vi mua th c ph m h gi nh y m i quan h tích c c nh mua hành vi mua (Saba & Messina,2003; Thogersen,2007, d n b i Kumar 2012) i tiêu dùng. .. 2.1 CÁC KHÁI NI M 2.1.1 L ch s phát tri n i tiêu dùng 2.1.3 Hành vi mua i tiêu dùng nh mua 2.1.6 Các nhân t n hành vi tiêu dùng