TABLE OF CONTENTS
LIST OF FIGURE
LIST OF TABLE
ABSTRACT
Chapter 1
1.1 Research background
1.2 Management problem
1.3 Research problem
1.4 Research objectives
1.5 Significance/value/implications
1.6 Research scope
1.7 Research structure
Chapter I: Introduction
Chapter II: Literature review, hypotheses and research model
-Chapter III: Research methodology
Chapter IV: Data analysis and results
Chapter V: Conclusion
Chapter 2
2.1 Introduction
2.2 Literature review
2.2.1 The concept of brand
2.2.2 The concept of private labels
2.2.3 The differences between private labels and national brands
2.2.4 The concept of consumer purchase intention
2.3 Hypotheses development
2.3.1 Summary of existing research related to private label context
Figure 2.1 : The research model of private label proneness
2.3.2 Perceived quality and consumer purchase intention
2.3.3 Perceived risk, perceived quality and consumer purchase intention
2.3.4 Familiarity, perceived quality and consumer purchase intention
2.3.5 Store image, perceived quality and consumer purchase intention
2.4 Research model
2.5 Conclusion
Chapter 3
3.1 Introduction
3.2 Research procedure
3.3 Research design
3.4 Data collection method
3.4.1 Primary data
Figure 3.1: Research procedure
3.4.2 Secondary data
3.5 Product selection
3.6 Measurement scales
Table 3.1: Measurement scale and sources
3.7 Sample size
3.8 Sampling
3.9 Data Analysis
3.10 Conclusion
Chapter 4
4.1 Introduction
4.2 Data statistical analysis
Table 4.1: Descriptive of statistics
4.3 Measurement scales test and modifying
4.4 Confirmatory Factor Analysis (CFA) result
4.4.1 Model fit indices
4.4.2 Saturated model
Figure 4.1: Saturated model (Standardized estimates)
Table 4.2: Cronbach’s Alpha, Composite reliability and AVE results
4.5 Research model test
4.5.1 Theoretical model without moderating effect test by SEM
Figure 4.2: SEM result of theoretical model without moderating effect
Table 4.4: Standardized estimates and p-value of hypothesized model
4.5.2 Theoretical model with moderating effect test by SEM
Figure 4.3: The SEM results of research model with moderating effect
Table 4.5: The findings of regression weights in SEM model (Standardized)
Table 4.6: The results of indirect effects by bootstrap estimate (standardized)
4.5.3 Theoretical model test by BOOTSTRAP
Table 4.7: The results of BOOTSTRAP estimate
4.5.4 Hypotheses testing
Table 4.8: The results of hypotheses testing
4.6 Conclusion
Chapter 5
5.1 Introduction
5.2 Research results:
5.2.1 The results of measurement scale
5.2.2 The results of theoretical model
5.3 Managerial implications
5.4 Limitations and directions for further research
REFERENCES
Appendix A:
APPENDICES
Part 1: General information
Part 2: Factors influencing consumer purchase intention towards private labels
Appendix B
Part II: Factors influencing consumer purchase intention towards private labels: (1- Totally Disagree, 2- Disagree, 3- Neutral, 4- Agree, 5- Totally Agree)
THANKS FOR YOUR ANSWER!!!
Phần II: Những nhân tố ảnh hưởng đến dự định mua hàng của người tiêu dùng đối với nhãn hàng riêng của siêu thị
Appendix D