INTRODUCTION
RESEARCH BACKGROUND
The household goods industry in Vietnam presents significant growth potential, accounting for 9% of total private consumption and ranking fourth among the country's major industries, with a market value of $13 billion However, the influx of foreign companies due to globalization poses a challenge, as they seek to capture market share, raising concerns among local manufacturers about the dominance of ASEAN-imported products in traditional markets and supermarkets To remain competitive and prevent a loss of market share to foreign entities, Vietnamese household appliance companies must effectively compete against these imports Consequently, there is an urgent need for research into consumer behavior regarding household goods in Vietnam, as current studies on this topic are limited.
PROBLEM STATEMENT AND RESEARCH OBJECTIVE
Launched in 2009 by the Party’s Political Bureau, the "Vietnamese people use Vietnamese goods" campaign aims to boost consumer preference for domestic products while reducing reliance on foreign goods This initiative has led to significant success for many Vietnamese household companies, reflecting a growing willingness among consumers to support local industries.
To attract Vietnamese customers in the household plastic sector, it's important to note that domestically manufactured products dominate the market, holding a significant 90% share compared to imports from countries like China, Indonesia, and Thailand Major brands such as Dai Dong Tien, Duy Tan, Long Thanh, and Song Long are key players in this thriving industry, highlighting the strong preference for local products among Vietnamese consumers.
The campaign significantly benefited Vietnamese household companies by influencing consumer purchasing behavior, where individuals assess perceived value based on their perceptions of quality and price (Alhabeeb, 2002) Research by Dodds, Monroe, and Grewal (1991) highlights that perceived price and quality are crucial factors in product evaluation, ultimately affecting consumers' willingness to purchase Thus, the equilibrium between quality and price serves as a strong indicator of preference for domestic products Interestingly, there are instances where consumers may opt for local products despite them being of lower quality and price compared to imported alternatives, as noted by Shimp and Sharma.
Ethnocentrism, a term coined in 1987, refers to the self-awareness of individuals who perceive their own community as superior to others This social psychological factor underpins the Vietnamese government's campaign promoting the use of domestic products, encapsulated in the slogan "Vietnamese people use Vietnamese goods." A specific aspect of ethnocentrism, known as Consumer Ethnocentrism, has been extensively studied and shown to influence consumers' willingness to purchase local products, particularly in developed countries, as evidenced by research from Shimp & Sharma (1987), Watson & Wright (2000), Josiassen, Assaf & Karpen (2011), and Chryssochoidis, Krystallis & Perreas.
2007) However, the majority of these studies have been undertaken in advanced economies Little research has been done in developing countries such as Vietnam.
Consumer ethnocentrism significantly influences customer perceptions of price and quality for local products Research by Hau, Quynh, and Anh (2011) indicates that this bias affects how Vietnamese consumers view the price of domestically made goods Similarly, a study by Tong and Li (2013) highlights the impact of consumer ethnocentrism on perceived quality among Chinese customers, reinforcing the notion that such biases are prevalent in developing countries like Vietnam.
Consumer ethnocentrism significantly aids local household companies in attracting Vietnamese consumers; however, its effectiveness diminishes for high-tech or costly household products For instance, Khanh Chi (2015) notes that electronics and refrigeration products imported from Thailand command a 70% market share While local household plastic products dominate the domestic market overall, their presence in the high-price segment is minimal, with the majority of the market share held by foreign brands like Lock & Lock.
In Vietnam, local products are often seen as cost-effective solutions for consumer needs; however, as the economy improves and living standards rise, there is a noticeable shift towards imported luxury goods A seminar by the National Economic University highlighted that despite the higher prices, many Vietnamese consumers still prefer foreign products over domestic alternatives, reflecting a deep-seated preference for international brands (Thanh Tu, 2015) Approximately 20% of the population, representing a significant portion of the country's spending, favors foreign goods, indicating that ethnocentric tendencies among consumers can fluctuate based on product perception (Tran Thuy, 2015; Sharma, Shimp).
Research indicates that consumer ethnocentric tendencies are influenced by demographic factors such as age, gender, income, and product categories, which not only predict ethnocentrism levels but also moderate their effects on purchasing decisions However, there is a scarcity of studies examining these dynamics within the Vietnamese market.
This study addresses three key issues: it explores the effect of consumer ethnocentrism on the perceived price and quality of household products in Vietnam, investigates how consumer ethnocentrism, perceived price, and perceived quality influence the willingness to purchase local household products, and aims to enhance the understanding of consumer ethnocentrism by analyzing the role of demographic variables and product categories in predicting ethnocentrism and moderating its effects on perceived price, perceived quality, and purchase intentions for domestic products.
BENIFIT OF RESEARCH
This research aims to enhance the existing literature by providing empirical evidence from the Vietnamese market regarding the influence of consumer ethnocentrism, perceived price, and perceived quality on the willingness to purchase domestic household products Notably, it is the first study to explore the combined effects of these factors on consumer behavior in Vietnam The findings indicate that consumer ethnocentrism significantly impacts the willingness to buy local household products, even in a developing country context Additionally, the study suggests that the effects of consumer ethnocentrism on perceived price, perceived quality, and purchasing willingness may vary based on product categories and demographic characteristics Ultimately, the results will assist Vietnamese household companies in developing tailored marketing strategies that resonate with specific consumer segments, thereby increasing their market reach.
RESEARCH METHOD AND STRUCTURE
This research focuses on Ho Chi Minh City (HCMC), the largest city in southern Vietnam and a key economic, technological, and financial center HCMC attracts a significant number of migrants from various provinces, contributing to its substantial population, which was recorded at 8,146,300 in 2015 (General Statistics Office, 2015) Consequently, the city has a higher number of household product users compared to other regions.
This research is structured around five essential components: literature reviews and research hypotheses, methodology, data analysis and results, discussion and implications, as well as limitations and future research directions.
THEORETICAL BACKGROUND AND HYPOTHESES
THEORETICAL BACKGROUND
Willingness to buy refers to a consumer's preparedness to engage in purchasing behavior for specific goods or services, influenced by their needs, attitudes, and perceptions of the product and its manufacturer According to Ajzen's Theory of Planned Behavior (2005), previous intentions significantly predict future behavior, making purchase intention a crucial measure of willingness to buy Research by Dodds et al (1991) and Grewal et al (1998) highlights that purchase intention reflects a consumer's readiness to buy a particular product Furthermore, Hau, Minh, and Tuan (2013) assert that willingness to buy indicates a positive attitude towards purchasing In this study, willingness to buy encompasses consumers' positive attitudes towards Vietnam household products, their intention to purchase these items, and their likelihood of recommending them to others.
Ethnocentrism is a word composed of two terms “ethnic” (which means group) and
“centrism” (which means focused) Shimp and Sharma (1987) defined ethnocentrism as a
Ethnocentrism is the tendency for individuals to view their own cultural group as superior, often leading them to evaluate other cultures through the lens of their own, while favoring those similar to them and dismissing those that are not (Chryssochoidis et al., 2007) This evaluative perspective means that ethnocentric individuals assess other cultures based on their own cultural standards (Tho et al., 2008) Consumer ethnocentrism, a concept introduced by Sumner in 1906 and defined by Shimp and Sharma (1987), refers specifically to the belief that purchasing foreign-made products is morally inappropriate, fostering loyalty to domestically produced goods High levels of consumer ethnocentrism negatively influence purchase intentions towards foreign products, as these consumers often believe that buying foreign harms the national economy and is unpatriotic (Klein & Ettenson, 1999) Even when foreign products offer better quality or price, ethnocentric consumers may still prefer domestic options, while non-ethnocentric consumers evaluate products based on their inherent qualities, independent of their country of origin.
Consumer ethnocentrism leads to several key outcomes: it causes consumers to overvalue domestic products while undervaluing imports, creates a moral obligation to purchase local goods, and fosters a strong preference for domestic items As a result, consumer ethnocentrism significantly influences the willingness to buy domestic products.
Ethnocentrism varies among customers due to the influence of socioeconomic, demographic, geographic, and regional economic factors, as noted by Shimp and Sharma (1987) Sharma et al (1995) further established that product categories and demographic characteristics, including gender, income, and age, significantly affect consumer ethnocentric tendencies in Korea Additionally, Josiassen et al (2011) highlighted that customer characteristics directly shape ethnocentric behaviors Therefore, understanding the impact of demographic factors is crucial for identifying ethnocentric differences across customer segments.
2.1.3 Consumer Ethnocentrism Tendency Scale (CETSCALE)
The Consumer Ethnocentrism Tendency Scale (CETSCALE), developed by Shimp and Sharma in 1987, measures consumer ethnocentrism and explains why consumers prefer domestic products over foreign ones By using the term "tendency" rather than "attitude," the scale effectively captures the decision-making process behind purchasing choices This scale has been extensively applied in various studies across both developed and developing countries, demonstrating its relevance in understanding consumer behavior (Balabanis & Diamantopoulos, 2004; Chryssochoidis et al., 2007; Josiassen et al., 2011; Hau et al., 2011; Qing, Lobo & Chongguang, 2012; Maina, Kibera & Munyoki, 2015).
Follow Shimp and Sharma (1987), CETSCALE is a unidirectional measure scale with 17 variables, a lot of researches also convinced this express (Kucukemiroglu, 1999; Watson
& Wright, 2000; Wong, Polonsky & Garma, 2008) But, when Douglas and Nijssen
In a 2003 study on cross-national research, the application of the CETSCALE in The Netherlands revealed that the scale must be tailored to fit each country's unique economic, cultural, and characteristic variables This finding underscores the importance of adapting the CETSCALE for compatibility across different nations.
Price serves as a key indicator of the financial commitment needed to acquire a product (Dodds et al., 1991; Zeithaml, 1988) Consumers often do not accurately recall the actual price of a product; instead, they interpret prices in a personally meaningful way The literature identifies two primary types of price: objective price, which refers to the actual cost of a product, and perceived price, which is how customers internally process and assign meaning to that price (Zeithaml, 1988; Jacoby & Olson, 1977) According to Beneke and Zimmerman (2014), perceived price arises from a comparison between the objective price and a reference price, which reflects the customer's subjective perception of the product's value Consequently, perceived price represents the customer's assessment of the trade-off between what they sacrifice and what they receive This perception varies among consumers, products, purchase contexts, and over time (Dodds et al., 1991).
Quality, as defined by ISO 9000:2000, is the extent to which inherent characteristics meet stated, implied, or obligatory needs (Hoyle, 2011) Zeithaml (1988) describes "objective quality" as measurable superiority against predetermined standards Consequently, perceived quality, according to Zeithaml (1988) and Alhabeeb (2002), reflects the consumer's overall judgment of a product's excellence Additionally, the Business Dictionary (2016) emphasizes that perceived quality is a critical factor in consumer assessment.
“Consumer's opinion of a product's (or a brand's) ability to fulfill his or her expectations.
Perceived quality is primarily shaped by a brand's public image, consumer experiences with other products, and the influence of opinion leaders and peer groups Despite varying definitions among scholars, it consistently refers to a consumer's overall judgment of a product's quality in relation to their expectations, encompassing both tangible and intangible attributes such as performance, features, reliability, durability, serviceability, and aesthetics This concept is inherently subjective and varies significantly based on the individual and the specific product in question.
HYPOTHESES
2.2.1 Consumer Ethnocentrism and Perceived Price
Perceived price varies among customers, as it is influenced by their feelings and evaluations of the product or service (Dodds et al., 1991) For instance, two customers may view the same product priced identically, yet one may perceive it as cheaper due to positive feelings, while the other may see it as more expensive due to negative feelings Additionally, consumer ethnocentrism plays a significant role in shaping these perceptions; ethnocentric consumers tend to favor products from their own group and devalue those from outside it (Tho et al., 2008) This research must take into account the impact of consumer ethnocentrism on perceived price Supporting this, Hau et al (2011) found that consumers demonstrated a preference for products made in Vietnam, reinforcing the need to explore this relationship further Thus, we propose our first hypothesis regarding the influence of consumer ethnocentrism on perceived pricing.
H1 Consumer ethnocentrism positively affects customer’s perceived price for local household products in Vietnam.
2.2.2 Consumer Ethnocentrism and Perceived Quality
Consumer ethnocentrism leads to an overestimation of the quality of local products, making it a crucial factor in assessing the perceived quality of household products in Vietnam Research indicates that consumer ethnocentrism significantly influences the evaluation of both domestic and foreign products, as demonstrated in studies conducted in emerging economies like Greece (Chryssochoidis et al., 2007) and China (Tong and Li, 2013) Therefore, it is essential to consider consumer ethnocentrism as a hypothesis in this study.
H2 Consumer ethnocentrism positively affects customer’s perceived quality for domestic household products in Vietnam.
2.2.3 Consumer Ethnocentrism and Willingness to Buy
Consumer ethnocentrism significantly influences the willingness to buy, particularly in developing countries like China and Vietnam Research by Wang and Chen (2004) indicates that consumer ethnocentrism affects purchasing decisions in China, while Tho et al (2008) highlight its crucial role in promoting local product purchases in Vietnam Numerous studies, including those by Klein, Ettenson & Morris (1998) and Balabanis & Diamantopoulos (2004), confirm that consumer ethnocentrism negatively impacts the willingness to buy foreign products, thereby positively affecting the purchase of domestic goods This study posits that a higher level of consumer ethnocentrism correlates with an increased willingness to buy local products in Vietnam, leading to our third hypothesis: consumer ethnocentrism positively influences the likelihood of purchasing Vietnamese products.
H3 Consumer ethnocentrism positively affects customer’s willingness to buy local household products in Vietnam.
2.2.4 Perceived Price and Willingness to Buy
Perceived price is the assessment customers make regarding the value of what they sacrifice in exchange for a product versus what they receive Changes in price significantly influence this evaluation, affecting consumers' willingness to purchase Research by Dodds and Monroe (1985) indicates that higher prices negatively impact buying intentions, a finding supported by Dodds et al (1991) When prices exceed the perceived sacrifice, consumers label products as "expensive" and may refrain from purchasing Conversely, when prices fall below their sacrifice threshold, products are viewed as "cheap," increasing purchase willingness In the context of Vietnamese household products, if consumers perceive the price as acceptable relative to their sacrifices, their likelihood to buy increases Additionally, Hau et al (2011) found that a higher perceived price correlates with greater willingness to purchase among Vietnamese customers.
H4 Perceived price of local household products in Vietnam positively affects customer’s willingness to buy these products.
2.2.5 Perceived Quality and Willingness to Buy
Perceived quality significantly influences consumers' willingness to purchase, as highlighted by Dodds et al (1991) A favorable perception of product quality not only encourages purchases but also correlates strongly with buying intentions While ethnocentrism can benefit domestic products, research by Qing et al (2012) indicates that consumers in developing countries often favor imported goods, particularly those from nations with a strong industrial or economic reputation Therefore, to fully understand the willingness to buy Vietnamese household products, it is essential to consider the impact of perceived quality on purchasing decisions.
H5 Perceived quality of local household products in Vietnam positively affects customer’s willingness to these products.
2.2.6 Moderating effects of product categories and demographics
This study examines how product category (low-price vs high-price) and demographic factors influence the effects of consumer ethnocentrism on perceived price, perceived quality, and the willingness to purchase domestic household products Previous research indicates that consumer ethnocentric tendencies differ based on demographic characteristics, including age, gender, and income, as well as the type of product.
Research indicates that ethnocentric tendencies among consumers vary significantly based on individual factors such as knowledge, experience, and economic conditions (Terblanche & Boshoff, 2014; Balabanis & Diamantopoulos, 2004) Shimp and Sharma (1987) highlighted that these tendencies are not uniform across communities Additionally, a study by Aziz et al (2014) found that older male consumers with lower incomes tend to exhibit higher ethnocentric tendencies In contrast, Sharma et al (1995) discovered that consumers with higher incomes demonstrate significantly lower ethnocentric tendencies, and notable differences exist between male and female consumers in this regard.
Consumer ethnocentric tendencies vary significantly based on demographic factors such as age and gender Research indicates that older consumers tend to exhibit higher ethnocentric tendencies compared to younger individuals, and these tendencies are also more pronounced among female consumers than their male counterparts (Josiassen et al., 2011) Additionally, Pentz et al (2014) found that higher-income consumers are generally less ethnocentric than those with lower incomes The influence of ethnocentrism on product judgment and purchase intentions also differs by product involvement level, as highlighted by Balabanis and Diamantopoulos (2004) In Vietnam, Tho et al (2008) discovered that consumer ethnocentrism's impact on local product purchase intentions does not significantly differ across product categories, gender, income, or education levels, though notable differences exist between younger and older consumers Overall, it is evident that both product categories and demographic characteristics play a crucial role in shaping consumer ethnocentric tendencies.
Consumer ethnocentrism significantly influences perceived price, perceived quality, and willingness to purchase domestic household products, with its effects being less pronounced in high involvement product categories compared to low involvement categories.
H6b The impact of consumer ethnocentrism on consumer’s perceived price, on consumer’s perceived quality, and on willingness to buy domestically household products are weaker for female consumers than male consumers.
Consumer ethnocentrism influences young consumers' perceptions of price and quality, as well as their willingness to purchase domestic household products, to a lesser extent compared to older consumers This suggests that younger individuals may be less affected by nationalistic feelings when it comes to evaluating and buying local goods.
Consumer ethnocentrism influences perceived price, perceived quality, and the willingness to purchase domestic household products; however, its impact is less pronounced among higher-income consumers compared to their lower-income counterparts.
Consumer Ethnocentrism (CES) H3 Willingness to Buy (WB)
Demographic (gender/age/income)Product categories
RESEARCH MODEL
From 6 above hypotheses, we can draw a research model as figure 1.
RESEARCH METHODS
PROCEDURE AND SAMPLE
This research, conducted in Ho Chi Minh City, comprised two phases: a pilot study and a main study The pilot study was designed to address specific issues prior to the main study, focusing on two product categories: local household plastic products and local household electric products The former are characterized as low-cost and low-involvement items, while the latter are considered high-cost and high-involvement products These categories were selected due to their representation of a diverse range of local household products and the ease of statistical data collection, as well as the significant differences in their respective markets.
This research employed a pilot study utilizing qualitative methods, followed by a main study that applied quantitative methods It aimed to investigate the factors influencing consumer willingness to purchase Vietnamese household products, with a particular emphasis on consumer ethnocentrism, perceived quality, and perceived price The analysis focused on individual customers, and the study was conducted in Ho Chi Minh City, Vietnam's primary economic hub.
In-depth interviews were conducted during the qualitative phase to ensure the accuracy of measurement scales translated from English to Vietnamese This research aimed to evaluate and adjust the terminology in the questionnaire while preserving the original meaning of the scales before proceeding with quantitative research A total of 12 consumer groups, categorized by demographics and product types, participated in individual interviews in Ho Chi Minh City Based on these interviews, slight modifications were made to the wording of the measurement scales and the questionnaire To further validate these changes, two additional consumers were interviewed using the revised questionnaire, confirming that their understanding aligned with our expectations Ultimately, the questionnaire was deemed clear and comprehensible, allowing the Vietnamese measurement scales to be utilized in the subsequent quantitative research.
Primary data for this study was collected through both direct handout surveys and indirect methods, such as email and online surveys using Google Forms Participants, consisting of colleagues and friends purchasing domestic products, accessed the electronic questionnaire via a shared link Simultaneously, handout surveys were distributed in supermarkets, traditional markets, and convenience stores, where consumers completed the questionnaires and returned them to surveyors Two distinct questionnaire forms were utilized—one focused on local household plastic products and the other on local household electric products, with each participant responding to only one form Clear instructions were provided to minimize response bias, emphasizing that the study sought personal opinions without right or wrong answers The main objective was to assess scales and test models, controlling for age and income The study targeted respondents aged 21 to 45, based on findings by Tho et al (2008) indicating varying impacts of consumer ethnocentrism on purchasing intentions across different age groups in Vietnam.
Decree No 65/2013/ND-CP outlines specific articles of the Personal Income Tax (PIT) Law and its amendments, defining individuals with a monthly income below VND 9 million as low-income earners Consequently, this study categorizes participants into lower and higher income groups based on this VND 9 million threshold.
A total of 400 surveys were distributed, with 200 focused on local household plastic products and 200 on local household electric products Out of these, 310 responses were received, resulting in 302 valid responses Therefore, the final sample size for the study is 302 participants.
Table 3.1 presents the sample characteristics:
Table 3.1 Distribution of the sample
Collected data was then analyzed with the statistical software packages of SPSS and AMOS The process of data analysis was as follows:
• Data was coding and entering to SPSS and AMOS softwares.
• Provide the summary of those factors in measurements by descriptive statistics.
• Test the reliability of the sample data by using the Cronbach’s alpha value to determine the consistency or stability of all scales.
• Test convergent and discriminant of factors by using exploratory factor analysis (EFA)
• Assess the validity and reliability of measures by using confirmatory factor analysis (CFA)
• Analyze and test research model by using structural equation model (SEM)
• Examine the moderating effects of product categories and demographic characteristics by using multi-group structural equation model (MGSEM).
DEFINING MEASUREMENT SCALES
There are five research concepts in this research that we must measure, which are: consumer ethnocentrism, perceive price, perceive quality, willingness to buy, consumer’s gender, age and income level.
This study developed measurement scales for its model's constructs by adapting items from prior research, as detailed in Appendix 1 Each measurement item utilized a 5-point Likert-type scale, ranging from 1 (completely disagree) to 5 (completely agree).
3.2.1 Measurement scale for consumer ethnocentrism
Consumer ethnocentrism, measured using the CETSCALE developed by Shimp and Sharma in 1987, consists of 17 variables However, adjustments to the scale are necessary based on the economic, cultural, and characteristic contexts of each country Klein, Ettenson, and Krishnan (2006) demonstrated the effective application of the CETSCALE in the transition economies of China and Russia, highlighting a consistent pattern of support for a six-item version of the scale Given Vietnam's similar transition economy, this research employed a six-item measurement of consumer ethnocentrism based on Klein et al (2006), as detailed in Appendix 1.
3.2.2 Measurement scale for perceived price and perceived quality
The perceived price of Vietnamese household products reflects customers' evaluations of these items, while perceived quality assesses consumers' judgments regarding the overall quality of the products in relation to their expectations Both perceived price and perceived quality were evaluated using six items adapted from Hau et al (2013), as detailed in Appendix 1.
3.2.3 Measurement scale for Willingness to Buy
The scale for willingness to buy local household products in Vietnam adopted also from Hau et al (2013) It includes 3 variables, were show in Appendix 1.
3.2.4 Measurement scale for consumer’s gender, age and income level Consumers’ gender, age and income level are directly measured by asking consumers on their gender, age and income.
DATA ANALYSIS AND RESULT
DESCRIPTIVE STATISTICS
The following table presents key statistics from the collected data, measuring the dependent factor of willingness to buy alongside independent factors such as perceived price, perceived quality, and consumer ethnocentrism These factors were assessed using a Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree).
Name Measurement Scale N Minimum Maximu m
PQ1 Local product has consistent quality 302 1 5 2.46 966
PQ2 Local product is well produced 302 1 5 2.30 929
PQ3 Local product has an acceptable standard of quality 302 1 5 2.28 877
PP1 Local product is reasonably priced 302 2 5 3.91 703
PP2 Local product offers value for money 302 1 5 3.91 714
PP3 Local product is a good product for the price 302 1 5 3.93 668
CE1 Only those products that are unavailable in Vietnam should be imported 302 1 5 3.98 708
CE2 Vietnamese products, first, last, and foremost 302 2 5 3.94 706
CE3 A real Vietnamese should always buy
CE4 Vietnamese should not buy foreign products, because this hurts Vietnamese business and causes unemployment.
CE5 It may cost me in the long-run but I prefer to support Vietnamese products 302 1 5 4.06 697
CE6 Vietnamese consumers who purchase products made in other countries are responsible for putting their fellow
WB1 I would be willing to buy local product if it is available at the store 302 1 5 3.72 848
WB2 I would recommend local product to friends or relatives 302 1 5 3.66 843
WB3 I would buy local product even if there is another brand at the same quality and price 302 1 5 3.72 876
Empirical data reveals that Vietnamese consumers have a low perception of the quality of local products, with all scores falling between 2.0 and 2.5 This suggests a general lack of awareness and knowledge regarding the quality of these products among consumers in Vietnam.
Empirical data reveals that Vietnamese consumers perceive the prices of local products to be relatively high, with average scores around 4.0 This suggests that consumers in Vietnam find the pricing of local products to be quite favorable.
Recent empirical data reveals a significant level of consumer ethnocentrism, with all measured scores exceeding 3.0 This suggests that participants in the study exhibit a strong sense of ethnocentrism, reflecting deep-rooted national traditions driven by patriotism and a desire to safeguard the national economy from the adverse effects of imported goods.
Empirical data reveals a strong inclination among Vietnamese consumers to purchase local products, with all measured scores exceeding 3.6 This indicates a significant willingness to buy domestic goods in Vietnam.
RELIABILITY TEST
Cronbach's Alpha is a widely recognized metric for assessing the internal consistency of test scores among examinees, ensuring the reliability of sample data It is essential to calculate and report Cronbach's Alpha when employing a Likert-type scale in research.
(Gliem & Gliem, 2003) The value of Cronbach’s alpha need to be accepted is over 0.7 and any variables which the Item-total correlation are smaller than 0.3 will be deleted.
According to the data presented in Appendix 5, specifically tables 5.1 and 5.2, the Cronbach’s alpha for perceived quality is 0.883, exceeding the acceptable threshold of 0.7 Additionally, the item-total correlation values for all three perceived quality items (PQ1, PQ2, PQ3) are above 0.3 These findings indicate that the perceived quality measurement scale is both reliable and well-constructed, warranting the inclusion of all three items in this research.
The analysis of Cronbach's alpha for perceived price, as shown in Tables 5.3 and 5.4 of Appendix 5, reveals a strong reliability score of 0.849, exceeding the acceptable threshold of 0.7 Furthermore, the item-total correlations for all three items—PP1, PP2, and PP3—are above 0.3, indicating that the measurement scale for perceived price is both well-constructed and reliable Therefore, it is recommended to retain all three items in this research.
To enhance the reliability of the consumer ethnocentrism measurement scale, it is essential to remove items CE4 and CE6, as indicated in Tables 5.5 to 5.10 in Appendix 5 Following this deletion, Cronbach’s alpha significantly improved from 0.659 to 0.883, surpassing the acceptable threshold of 0.7 Additionally, the item-total correlation for the remaining four items—CE1, CE2, CE3, and CE5—exceeds 0.3, confirming the scale's robustness Consequently, these four items should be retained for this research, reflecting a well-structured and trustworthy measurement of consumer ethnocentrism.
The analysis in Appendix 5, specifically Tables 5.11 and 5.12, reveals a Cronbach’s alpha value of 0.868 for willingness to buy, exceeding the acceptable threshold of 0.7 Additionally, the Item-total correlation for all three items—WB1, WB2, and WB3—surpasses 0.3 These findings indicate that the measurement scale for willingness to buy is both reliable and well-constructed, warranting the inclusion of all three items in the research.
EXPLORATORY FACTOR ANALYSIS (EFA)
Exploratory Factor Analysis (EFA) is a valuable statistical technique used to assess the interdependence among variables by examining their interrelationships without predefining them as dependent or independent In this study, EFA is utilized to evaluate the model, employing the Kaiser-Meyer-Olkin (KMO) measure and Bartlett's test, along with Promax rotation, which are highly regarded methods for structural equation modeling (SEM).
• Measure for Factor Loading (Hair, Black, Babin & Anderson, 2010) : o Factor Loading >= 0.3: sample size >= 350 o Factor Loading >= 0.5: 100 < sample size < 350 o Factor Loading >= 0.75: 50 < sample size < 100
• KMO (Kaiser -Meyer-Olkin) measure of sampling adequacy with KMO from 0.6 to 1 is a good factor analysis (Gerbing & Andension, 1998).
• Bartlett’s test of Sphericity should be significant (Sig < 0.05) for factor analysis to be considered appropriate (Gerbing & Andension, 1998).
• Total Variance Explained needs to be over 50% (Gerbing & Andension, 1998).
• Eigen-value of each factor must above 1 to be accepted.
• Item that less than 0.5 and item that distributes in 2 or more components/factors with difference less than 0.3 will be eliminated.
• Convergent validity: all items comprising a scale must load highly (> 0.40 or 0.50) on the factor representing the underlying construct.
• Discriminant validity: No item load highly (> 0.40 or 0.50) on more than one factor.
In this thesis, we conducted a reliability test using Cronbach's alpha and subsequently removed variables CE4 and CE6, resulting in 13 observed variables across four measurement scales These 13 variables will be subjected to factor analysis for further evaluation.
Test the appropriate of EFA Model (Kaiser-Meyer-Olkin)
From the table 6.1 in Appendix 6, KMO (Kaiser-Meyer-Olkin) has value = 0.827, it satisfies condition: 0.5 90 968 Fitted
Firgure 2 above demonstrates the unidimensionality among the constructs According to Steenkamp and Van Triijp (1991), as the goodness-of-fit are good, then the constructs are unidimensional except for the correlation between variable errors.
To ensure validity and reliability in research, key measures include Composite Reliability (CR), Average Variance Extracted (AVE), Maximum Shared Variance (MSV), and Average Shared Variance (ASV) According to Hair et al (2010), these thresholds provide a framework for testing both validity and reliability effectively.
Table 4.3 Thresholds for the condition of validity and reliability
ASV < AVE Square root of AVE greater than inter-construct correlations
From result of table 7.2 and 7.3 in Appendix 7, this below table can be calculated
Table 4.4 Fit indices for the condition of validity and reliability
These findings indicated that all constructs satisfied the condition of validity and reliability.
STRUCTURAL EQUATION MODELING (SEM)
In this study, structural equation modeling was utilized for data analysis to validate the research model, chosen for its effectiveness in testing relationships between constructs with multiple measurement items (Joreskog and Sornbom, 1996, as cited in Lin, 2007).
After calculating in AMOS, the structural model result is:
Figure 4.2 Structural Equation Model (SEM) results
The SEM model, which has 60 degrees of freedom, demonstrates an overall fit within the acceptable range, as indicated by the model fit indices presented in the accompanying table.
Table 4.5 Fit indices for the test model result (SEM)
Fit indices Guideline Model testing result Result
Chi-square significant (CMIN) P 0.90 975 Fitted
Tucker – Lewis Index (TLI) > 90 968 Fitted
Therefore, the SEM model is acceptable and fit to the sample data.
The regression weights of the main variables in the structural model, detailed in Table 8.1 of Appendix 8, indicate whether the relationships between the independent and dependent variables are statistically significant.
Table 8.2 in Appendix 8 presents the standardized regression weights for the main variables in the structural model, illustrating the relationship and impact levels between the independent and dependent variables.
From 2 above tables, the summary of hypotheses for study was presented in table below.
Table 4.6 Hypotheses Test – Results (Standardized)
H1: Consumer Ethnocentrism (CE) Perceived Price (PP) 522 *** Supported H2: Consumer Ethnocentrism (CE) Perceived Quality (PQ) 323 *** Supported H3: Consumer Ethnocentrism (CE) Willingness to Buy (WB) 319 *** Supported
H4: Perceived Price (PP) Willingness to Buy (WB) 177 015 Supported
H5: Perceived Quality (PQ) Willingness to Buy (WB) 159 011 Supported
Note: β: standardized coefficient regression weights; ***: p < 0.001
All hypotheses were supported because they have p-values < 0.05 The research results and findings were shown as follows:
Consumer ethnocentrism plays a crucial role in shaping customer perceptions Higher levels of consumer ethnocentrism lead to more favorable views regarding the price and quality of local household products, ultimately increasing the willingness to purchase these items.
Based on the findings from Table 8.3 in Appendix 8, it is evident that 25.9% of the variance in the willingness to buy local household products in Vietnam can be attributed to three key factors: Consumer Ethnocentrism, Perceived Price, and Perceived Quality As indicated in Table 10, these variables significantly impact consumer willingness to purchase local products, with Consumer Ethnocentrism having the strongest effect (β = 319; p-value < 001), followed by Perceived Quality (β = 177; p-value = 015) and Perceived Price (β = 159; p-value = 011) This suggests that higher levels of consumer ethnocentrism correlate with an increased likelihood of purchasing local household products in Vietnam The robust connection between consumer ethnocentrism and purchasing willingness is supported by previous research conducted by Klein et al (1998), Balabanis and Diamantopoulos (2004), Tho et al (2008), and Hau et al (2011).
MULTI-GROUP STRUCTURAL EQUATION MODELING (MGSEM)
This research utilized MGSEM analysis to investigate how product categories (plastic and electric) and demographic factors (age, gender, and income) moderate the relationships between consumer ethnocentrism and perceived price, quality, and willingness to buy The study categorized participants into two groups for each moderating variable: product type (plastic vs electric), gender (male vs female), age (21-30 vs 31-45), and income (under 9,000,000 VND vs over 9,000,000 VND) Chi-square testing was employed to compare the variance and invariance models of the two groups for each moderating variable, using P-value to determine significance A P-value greater than 0.05 indicates no significant difference between the models, while a P-value less than 0.05 suggests varying impacts of independent variables on the dependent variable across groups (Nguyen Dinh Tho & Nguyen Thi Mai Trang, 2011; Nguyen Khanh Duy, 2009).
Base on the indices of Chi-square and df from variant model and invariant model of two groups of product categories (Figure 9.1, Figure 9.2, Figure 9.3, Figure 9.4 in Appendix
9), the P-value was calculated as below:
Table 4.7 MGSEM Product Results – P-VALUE
The P-value of 0.1987 indicates no significant difference between the invariant and variant models, leading to the selection of the invariant model This choice reveals that consumer ethnocentrism does not significantly affect perceived price, perceived quality, or willingness to buy local household products across both the plastic and electric groups As a result, hypothesis H6a is not supported.
Based on the Chi-square indices and degrees of freedom (df) from both the variant and invariant models for the two gender groups, the P-value was calculated as detailed in Figures 9.5 to 9.8 in Appendix 9.
Table 4.8 MGSEM Gender Results – P-VALUE
The P-value of 0.5847 indicates no significant difference between the invariant and variant models, leading to the selection of the invariant model This choice shows that the relationships between consumer ethnocentrism and perceived price, perceived quality, and willingness to buy local household products are consistent across both male and female groups Therefore, hypothesis H6b was not supported.
Based on the Chi-square indices and degrees of freedom from both the variant and invariant models for the two age groups, as illustrated in Figures 9.9 through 9.12 in Appendix 9, the P-value was subsequently calculated.
Table 4.9 MGSEM Age Results – P-VALUE
The P-value of 0.0695 indicates no significant difference between the invariant and variant models, leading to the selection of the invariant model This choice reveals that there are no variations in the relationships between consumer ethnocentrism and perceived price, perceived quality, and willingness to buy local household products across different age groups As a result, hypothesis H6c is not supported.
Based on the Chi-square indices and degrees of freedom (df) from both the variant and invariant models for two income groups, the P-value was subsequently calculated.
Table 4.10 MGSEM Income Results – P-VALUE
The analysis revealed a P-value of 0.122, indicating no significant difference between the invariant and variant models As a result, the invariant model was selected, showing that consumer ethnocentrism does not differ in its relationships with perceived price, perceived quality, and willingness to buy local household products across various income groups Therefore, hypothesis H6d was not supported.
The findings indicate that hypotheses H6a, H6b, H6c, and H6d were not supported, suggesting that consumer ethnocentrism does not significantly influence perceived price, perceived quality, or willingness to purchase domestic household products across different product categories, genders, ages, and income levels.
DISCUSSION, RECOMMENDATION, LIMITATION AND DIRECTION
DISCUSSION AND CONCLUSIONS
The data analysis reveals significant insights into the impact of consumer ethnocentrism on perceived price and quality of Vietnamese household products It highlights how consumer ethnocentrism, along with perceived price and quality, influences the willingness to purchase local products Additionally, the study examines the moderating effects of product category and demographic characteristics on these relationships, providing a comprehensive understanding of consumer behavior in Vietnam's market for household goods.
This study reveals that consumer ethnocentrism positively influences the perceived price and quality of local household products among Vietnamese consumers Higher levels of consumer ethnocentrism correlate with more favorable perceptions of price and quality, aligning with previous research (Hau et al., 2011; Chryssochoidis et al., 2007; Tong & Li, 2013) Furthermore, the research validates existing theories in the Vietnamese context, demonstrating both direct and indirect effects of consumer ethnocentrism on the willingness to purchase local products The Structural Equation Modeling (SEM) analysis indicates that 25.9% of the variance in Vietnamese consumers' willingness to buy local household products can be attributed to consumer ethnocentrism, perceived price, and perceived quality, with consumer ethnocentrism having the most significant impact This finding highlights the importance of consumer ethnocentrism in driving local product consumption in both developed and developing countries (Klein et al., 1998; Balabanis & Diamantopoulos, 2004).
& Chen, 2004; Tho et al., 2008; Hau et al., 2011).
This study investigates how product category and demographic characteristics moderate the effects of consumer ethnocentrism on perceived price, perceived quality, and willingness to purchase domestic household products The findings reveal that these impacts do not vary across different product categories, genders, ages, or income levels This aligns with Tho et al (2008), which also found no correlation between consumer ethnocentrism and product categories, gender, or income in Vietnam, although it contradicts their conclusions regarding age groups.
MANAGERIAL IMPLICATIONS
This study represents the first empirical investigation into how consumer ethnocentrism, perceived price, and perceived quality influence the willingness to purchase local household products in Vietnam The findings offer valuable insights and recommendations for enhancing local product appeal and market strategies.
The study reveals that Vietnamese consumers' willingness to purchase local household products is positively influenced by consumer ethnocentrism, perceived price, and perceived quality Therefore, enhancing these factors is crucial for increasing local product sales This insight is vital for both local and international household companies when formulating marketing strategies in Vietnam Marketing efforts for imported goods should emphasize that consuming these products does not negatively impact the Vietnamese economy Meanwhile, local companies should focus on strategies that promote consumer ethnocentrism while simultaneously improving perceptions of their products' quality and pricing among Vietnamese consumers.
Consumer ethnocentrism significantly influences Vietnamese customers' perceptions of price, quality, and their willingness to purchase local goods This highlights the importance of fostering consumer ethnocentrism in promoting domestic products Therefore, it is essential for the government and local business managers to prioritize this aspect Initiatives such as the "Vietnamese people use Vietnamese goods" campaign can help honor national values and encourage the use of locally-made products Additionally, local managers should develop strategies that align with consumer ethnocentric tendencies A collaborative effort among the government, consumers, and enterprises is necessary to enhance consumer confidence in Vietnamese household products.
The study revealed that consumer ethnocentrism equally affects perceived price, perceived quality, and willingness to purchase domestic household products, regardless of product categories, gender, age, or income Consequently, Vietnamese household companies can optimize their marketing strategies by implementing a unified approach across all products and consumer segments, rather than developing separate plans for each.
LIMITATION
This study acknowledges several limitations alongside its contributions Firstly, the research is confined to Ho Chi Minh City, with a sample size that may not adequately represent all Vietnamese consumers of local household products due to resource constraints Secondly, the investigation is limited to only two product categories—plastic and electric—while many other categories remain unexplored Additionally, the sample collected is not evenly distributed among consumer groups, which may skew the results; for instance, over 60% of participants are aged 21 to 30, while less than 40% are aged 31 to 45, potentially compromising the validity of conclusions regarding the relationship between age and consumer ethnocentrism.
The study gathered 148 consumer responses regarding local household plastic products and 154 responses about local household electric products; however, these sample sizes are limited, making conclusions about consumer ethnocentrism tendencies across product categories potentially unreliable Additionally, the research focused on only three factors influencing the willingness to purchase local household products, leaving out other significant factors such as national brands, herd mentality, and xenocentrism, which may also greatly affect consumers' buying decisions.
DIRECTIONS FOR FUTURE RESEARCH
With the research result and the above assumption, we would like to suggest the following future researches which we think that it would bring more valuable information to investors:
This study examines how consumer ethnocentrism, perceived price, and perceived quality influence the willingness to purchase domestic household products in Ho Chi Minh City It suggests avenues for further research, particularly in specific product categories such as clothing, pharmaceuticals, and fruits, as well as in other cities like Hanoi and Da Nang, or even in different countries Future studies could explore whether these factors maintain their significance across various contexts.
This research focused solely on two product categories: plastic and electric items Future studies should explore additional categories, such as luxury goods, clothing, and agricultural products, to provide a more comprehensive understanding of consumer behavior.
The limitations in resource availability have resulted in an uneven and insufficient sample size across different consumer groups in this research, potentially impacting the findings Future studies should aim to address this issue by securing adequate resources to collect a larger and more evenly distributed sample for each consumer group.
This research highlights the need for future studies to explore additional factors influencing Vietnamese consumers' willingness to purchase local household products While perceived price, perceived quality, and consumer ethnocentrism were examined, it is essential to consider other significant variables such as national brands, herd mentality, and xenocentrism to enhance the current research model.
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SOURCE OF MEASUREMENT ITEMS
CE1 Only those products that are unavailable in Vietnam should be imported Klein et al.
(2006) CE2 Vietnamese products, first, last, and foremost.
CE3 A real Vietnamese should always buy Vietnamese-made products.
CE4 Vietnamese should not buy foreign products, because this hurts Vietnamese business and causes unemployment.
CE5 It may cost me in the long-run but I prefer to support
CE6 Vietnamese consumers who purchase products made in other countries are responsible for putting their fellow Vietnamese out of work.
Perceived Price of Local Product (PP)
PP1 Local product is reasonably priced Hau et al
PP2 Local product offers value for money.
PP3 Local product is a good product for the price.
Perceived Quality of Local Product (PQ)
PQ1 Local product has consistent quality Hau et al
PQ2 Local product is well produced.
PQ3 Local product has an acceptable standard of quality.
Willingness to buy local product (WB)
WB1 I would be willing to buy local product if it is available at the store Hau et al
(2013) WB2 I would recommend local product to friends or relatives.
WB3 I would buy local product even if there is another brand at the same quality and price.
SURVEY QUESTIONNAIRE (ENGLISH VERSION)
Survey 2.1 Local household plastic products
This research examines how consumer ethnocentrism, perceived price, and perceived quality influence the willingness of Ho Chi Minh City customers to purchase local household products in Vietnam The study aims to uncover the relationship between these factors and consumer behavior, providing valuable insights into the preferences of local consumers.
I appreciate your assistance in answering the following questions Remember, there are no right or wrong answers; your insights are crucial for my research Rest assured that all customer information will remain confidential and will solely be used for research purposes.
- Questions designed to collect the answer of all survey questions on the five-point Likert scale (1= strongly disagree; 5 = strongly agree) and demographic information at the end.
Before proceeding with the main content, please answer the following screening question If your answer is Yes, continue to the next sections; if No, thank you for your participation, and enjoy your time!
Ethnocentrism refers to the inherent tendency of individuals to regard their own cultural group as the focal point of the universe, leading them to assess other social groups through the lens of their own experiences This perspective often results in a rejection of those who differ culturally, while fostering an uncritical acceptance of those who share similar backgrounds.
Consumer Ethnocentrism is defined as a unique form of ethnocentric in marketing, it is
Consumer ethnocentrism significantly influences purchasing behavior, as it reflects the beliefs regarding the morality of buying foreign-made products This mindset leads to a strong loyalty towards domestically manufactured goods, ultimately resulting in a negative impact on consumers' intentions to purchase foreign products.
Have you ever buy any local household plastic products (plastic baskets, plastic tub, plastic chairs, any plastic products using in house)?
If yes, do next parts If No, stop here Thank you!
No Constructs Questions Strongly Disagree Disagree Uncertain Agree Strongly Agree
1 Only those products that are unavailable in Vietnam should be imported.
2 Vietnamese products, first, last, and foremost.
3 A real Vietnamese should always buy Vietnamese-made products.
4 Vietnamese should not buy foreign products, because this hurts Vietnamese business and causes unemployment.
5 It may cost me in the long-run but I prefer to support Vietnamese products.
6.Vietnamese consumers who purchase products made in other countries are responsible for putting their fellow Vietnamese out of work.
7 Local household plastic products is reasonably priced.
8 Local household plastic products offers value for money.
9 Local household plastic products is a good product for the price.
10 Local household plastic products has consistent quality.
11 Local household plastic products is well produced.
12 Local household plastic products has an acceptable standard of quality.
13 I would be willing to buy local household plastic products if it is available at the store.
14 I would recommend local household plastic products to friends or relatives.
15 I would buy local household plastic products even if there is another brand at the same quality and price.
Survey 2.2 Local household electric products Survey instructions:
- Questions designed to collect the answer of all survey questions on the five-point Likert scale (1= strongly disagree; 5 = strongly agree) and demographic information at the end.
Before proceeding with the main content, please answer the screening question If your response is "Yes," continue to the next sections; if "No," we appreciate your participation and wish you a great day!
Ethnocentrism is the tendency for individuals to perceive their own cultural group as the focal point of the universe, leading them to evaluate other social groups through their own cultural lens This perspective often results in the dismissal of those who are culturally different while favoring and accepting those who share similar cultural traits.
Consumer Ethnocentrism is defined as a unique form of ethnocentric in marketing, it is
Consumer ethnocentrism significantly influences purchasing behavior, as individuals often perceive foreign-made products as morally questionable This belief fosters a sense of loyalty towards domestically produced goods, ultimately leading to a negative impact on the intention to buy foreign products.
Have you ever buy any local household electric products (electric fan, television, hair dryer, iron, any electric products using in house)?
If yes, do next parts If No, stop here Thank you!
No Constructs Questions St ro ngly Disagree Disagree Uncertain Agree Strongly Agree
1 Only those products that are unavailable in Vietnam should be imported.
2 Vietnamese products, first, last, and foremost.
3 A real Vietnamese should always buy Vietnamese-made products.
4 Vietnamese should not buy foreign products, because this hurts Vietnamese business and causes unemployment.
5 It may cost me in the long-run but I prefer to support Vietnamese products.
6.Vietnamese consumers who purchase products made in other countries are responsible for putting their fellow
7 Local household electric products is reasonably priced.
8 Local household electric products offers value for money.
9 Local household electric products is a good product for the price.
10 Local household electric products has consistent quality.
11 Local household electric products is well produced.
12 Local household electric products has an acceptable standard of quality.
13 I would be willing to buy local household electric products if it is available at the store.
14 I would recommend local household electric products to friends or relatives.
15 I would buy local household electric products even if there is another brand at the same quality and price.
SURVEY QUESTIONNAIRE (VIETNAMESE VERSION)
Survey 3.1 Local household plastic products
Tôi đang thực hiện luận văn nghiên cứu về tác động của các yếu tố như vị chủng tiêu dùng, cảm nhận về chất lượng và cảm nhận về giá đối với mức độ sẵn lòng mua hàng gia dụng nội địa của người tiêu dùng Việt Nam Nghiên cứu này nhằm hiểu rõ hơn về hành vi tiêu dùng và các yếu tố ảnh hưởng đến quyết định mua sắm của người tiêu dùng trong bối cảnh thị trường Việt Nam.
Tôi rất mong nhận được sự hỗ trợ từ Anh/Chị bằng cách trả lời bảng câu hỏi khảo sát dưới đây Các câu trả lời khách quan của Anh/Chị sẽ có ý nghĩa và giá trị lớn đối với nghiên cứu của chúng tôi, và toàn bộ nội dung trả lời sẽ được sử dụng cho mục đích nghiên cứu khoa học.
Chân thành cám ơn Anh/Chị,
Các câu hỏi trong khảo sát được xây dựng dựa trên thang đo 5 điểm của Likert, với thang điểm từ 1 (Hoàn toàn phản đối) đến 5 (Hoàn toàn đồng ý), kèm theo các câu hỏi về nhân khẩu học ở phần cuối.
- Đầu tiên bạn hãy tiến hành trả lời câu hỏi sang lọc trước khi trả lời những câu hỏi chính. Định nghĩa:
Tính “Vị Chùng” (Ethnocentrism) đề cập đến việc cá nhân tự đánh giá và cho rằng chủng tộc hoặc cộng đồng mà mình thuộc về có giá trị và phẩm chất vượt trội hơn so với các chủng tộc hay cộng đồng khác.
Tính "Vị Chủng Tiêu Dùng" (Consumer Ethnocentrism) được hiểu là biểu hiện của tính vị chủng trong tiếp thị, thể hiện qua sự thiên vị đối với hàng nội và phản đối hàng ngoại Nghiên cứu cho thấy rằng việc ủng hộ hàng nội không chỉ là hành vi cá nhân mà còn phản ánh trách nhiệm đối với cộng đồng.
Bạn đã từng mua các sản phẩm nhựa gia dụng như rổ nhựa, thau nhựa hay ghế nhựa được sản xuất tại Việt Nam chưa?
Nếu bạn đồng ý, xin vui lòng tham gia khảo sát tiếp theo Nếu không, bạn có thể dừng lại tại đây Cảm ơn bạn rất nhiều!
No Khái niệm Câu hỏi
Hoàn toàn phản đối Phản đối Không chắc chắn Đồng ý Hoàn toàn đồng ý
1 Chỉ những sản phẩm không có tại Việt Nam mới nên được nhập khẩu.
2 Tôi luôn luôn mua hàng nội địa Việt Nam.
3 Người Việt Nam chân chính phải ưu tiên mua hàng hóa Việt Nam.
Người Việt Nam nên hạn chế mua hàng hóa nhập khẩu để bảo vệ nền kinh tế trong nước và giảm tình trạng thất nghiệp Việc tiêu thụ sản phẩm nội địa không chỉ hỗ trợ doanh nghiệp Việt mà còn góp phần tạo ra nhiều cơ hội việc làm cho người lao động.
5 Dù có hao tốn hơn nhưng tôi vẫn thích dùng hàng hóa nội địa Việt Nam.
6 Những người Việt Nam mua hàng ngoại nhập phải có trách nhiệm cho việc gây ra tình trạng thất nghiệp cho đồng bào của mình.
7 Hàng nhựa gia dụng nội địa có giá cả hợp lý.
8 Giá trị hàng nhựa gia dụng nội địa xứng đáng với đồng tiền.
9 Hàng nhựa gia dụng nội địa là tốt trong tầm giá.
3 Cảm nhận về chất lượng
10 Hàng nhựa gia dụng nội địa có chất lượng phù hợp.
11 Hàng nhựa gia dụng nội địa được sản xuất tốt.
12 Hàng nhựa gia dụng nội địa có tiêu chuẩn chất lượng chấp nhận được.
13 Tôi sẵn sàng mua hàng nhựa gia dụng nội địa nếu nó có sẵn tại cửa hàng.
14 Tôi sẽ giới thiệu sản phẩm hàng nhựa gia dụng nội địa với bạn bè và người thân.
15 Tôi sẽ ưu tiên mua hàng nhựa gia dụng nội địa ngay cả khi có nhãn hàng khác cùng chất lượng và cùng giá.
Survey 3.2 Local household electric products
Tôi đang thực hiện luận văn nghiên cứu về tác động của các yếu tố như vị chủng tiêu dùng, cảm nhận về chất lượng và cảm nhận về giá đến mức độ sẵn lòng mua hàng gia dụng nội địa của người tiêu dùng Việt Nam Nghiên cứu này nhằm làm rõ những yếu tố ảnh hưởng đến quyết định mua sắm của người tiêu dùng và góp phần thúc đẩy tiêu dùng hàng hóa nội địa.
Tôi rất mong nhận được sự hỗ trợ từ Anh/Chị bằng cách tham gia trả lời bảng câu hỏi khảo sát dưới đây Những câu trả lời khách quan của Anh/Chị sẽ mang lại ý nghĩa và giá trị lớn cho đề tài nghiên cứu, và toàn bộ nội dung trả lời sẽ được sử dụng cho mục đích nghiên cứu khoa học.
Chân thành cám ơn Anh/Chị,
Các câu hỏi trong khảo sát được xây dựng dựa trên thang đo 5 điểm của Likert, từ 1 (Hoàn toàn phản đối) đến 5 (Hoàn toàn đồng ý), kèm theo các câu hỏi về nhân khẩu học ở phần cuối.
- Đầu tiên bạn hãy tiến hành trả lời câu hỏi sang lọc trước khi trả lời những câu hỏi chính. Định nghĩa:
Tính "Vị Chùng" (Ethnocentrism) là khái niệm mô tả sự tự đánh giá của cá nhân, cho rằng chủng tộc hoặc cộng đồng mà mình thuộc về có giá trị và phẩm chất vượt trội hơn so với các chủng tộc hoặc cộng đồng khác.
Tính "Vị Chủng Tiêu Dùng" (Consumer Ethnocentrism) được xem là một biểu hiện của tính vị chủng trong lĩnh vực tiếp thị Nghiên cứu chỉ ra rằng tính vị chủng tiêu dùng thể hiện sự thiên vị trong việc ưa chuộng hàng hóa nội địa và từ chối hàng hóa ngoại quốc Hành vi mua sắm hàng nội không chỉ là lựa chọn cá nhân mà còn mang ý nghĩa trách nhiệm đối với cộng đồng.
Bạn đã từng mua sản phẩm điện tử gia dụng nào được sản xuất tại Việt Nam, chẳng hạn như quạt điện, tivi, bếp điện, máy sấy, nồi cơm điện hay bàn ủi chưa?
Nếu bạn trả lời “Có”, xin vui lòng tham gia khảo sát tiếp theo Nếu bạn chưa có câu trả lời, bạn có thể dừng lại tại đây Cảm ơn bạn rất nhiều!
No Khái niệm Câu hỏi
Hoàn toàn phản đối Phản đối Không chắc chắn Đồng ý Hoàn toàn đồng ý
1 Chỉ những sản phẩm không có tại Việt Nam mới nên được nhập khẩu.
2 Tôi luôn luôn mua hàng nội địa Việt Nam.
3 Người Việt Nam chân chính phải ưu tiên mua hàng hóa Việt Nam.
DATA CODING
PQ1 Local product has consistent quality.
PQ2 Local product is well produced.
PQ3 Local product has an acceptable standard of quality.
PP1 Local product is reasonably priced.
PP2 Local product offers value for money.
PP3 Local product is a good product for the price.
CE1 Only those products that are unavailable in Vietnam should be imported CE2 Vietnamese products, first, last, and foremost.
CE3 A real Vietnamese should always buy Vietnamese-made products.
CE4 Vietnamese should not buy foreign products, because this hurts Vietnamese business and causes unemployment.
Supporting Vietnamese products may have long-term costs, but it is a preference for many consumers By choosing to buy imported goods, Vietnamese shoppers contribute to job losses for their fellow citizens.
WB1 I would be willing to buy local product if it is available at the store.
WB2 I would recommend local product to friends or relatives.
WB3 I would buy local product even if there is another brand at the same quality price.
Control variables are coded as follows:
2: Electric Gender Gender Group 1: Male
RELIABILITY TEST ‘S RESULT OF THE FULL-SCALE STUDY
Table 5.1 Reliability Statistics of Perceived Quality
Table 5.2 Item-Total Statistics of Perceived Quality
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Table 5.3 Reliability Statistics of Perceived Price
Table 5.4 Item-Total Statistics of Perceived Price
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Table 5.5 Reliability Statistics of Consumer Ethnocentrism (1)
Table 5.6 Item-Total Statistics of Consumer Ethnocentrism (1)
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Table 5.7 Reliability Statistics of Consumer Ethnocentrism (2 – Delete CE6)
Table 5.8 Item-Total Statistics of Consumer Ethnocentrism (2 – Delete CE6)
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Table 5.9 Reliability Statistics of Consumer Ethnocentrism (3 – Delete CE6, CE4)
Table 5.10 Item-Total Statistics of Consumer Ethnocentrism (3 – Delete CE6, CE4)
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Table 5.11 Reliability Statistics of Willingness to Buy
Table 5.12 Item-Total Statistics of Willingness to Buy
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
RESULT OF EFA
Table 6.1 KMO and Barlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx Chi-Square Bartlett's Test of Sphericity df
Factor Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
Extraction Method: Principal Axis Factoring.
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization a a Rotation converged in 5 iterations.
RESULT OF CFA
Table 7.1 Regression Weights: (Group number 1 - Default model)
Table 7.2 Standardized Regression Weights: (Group number 1 - Default model)
Table 7.3 Correlations: (Group number 1 - Default model)
RESULT OF SEM
Table 8.1 Regression Weights: (Group number 1 - Default model)
Table 8.2 Standardized Regression Weights: (Group number 1 - Default model)
Table 8.3 Squared Multiple Correlations: (Group number 1 - Default model)
RESULT OF MGSEM
Figure 9.1 Variant Model of Plastic Group
Figure 9.2 Variant Model of Electric Group
Figure 9.3 Invariant Model of Plastic Group
Figure 9.4 Invariant Model of Electric Group
Figure 9.5 Variant Model of Male Group
Figure 9.6 Variant Model of Female Group
Figure 9.7 Invariant Model of Male Group
Figure 9.8 Invariant Model of Female Group
Figure 9.9 Variant Model of 21-30 Group
Figure 9.10 Variant Model of 31-45 Group
Figure 9.11 Invariant Model of 21-30 Group
Figure 9.12 Invariant Model of 21-45 Group
Figure 9.13 Variant Model of =9,000,000 vnd Group
Figure 9.15 Invariant Model of