Nguyin van ST & Nguj'ln Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 73 Tai san thircng hieu long Binh Thuan tiep can du*6i goc ngu'di tieu dung NGUYEN VAN SI Trudng Dai hgc Kinh te TP.HCM - nvs(§ueh.edu.'vn NGUYEN VIET BANG Trudng Dai hgc Tai chinh - Marketing - bangk7(§gmail.com Ngdy nhdn: 17/06/2016 Ngcry nhdn lgi: 27/09/2016 Ngdy duyet ddng: 29/09/2016 Md so: 0616-F14-V03 Tom tat Muc dich ctia nghien ciiu nham xac djnh va ludng tac ddng cua cac phan tai san thuong hieu long Binh Thuan den tai san thuong hieu tdng the va tac dpng giira cac phan vdi Tac gia thiet ke nghien cii'u hdn hgp, dd, ket hpp phuong phap nghien ciiu dinh tinh (thdng qua phdng van true tiep chuyen gia va thao luan nhdm tap trung) va nghien ciiu djnh lugng (thdng qua cudc dieu tra khao sat thu thap tren dja ban TP.HCM va TP Phan Thiet) de phan tich Ket qua nghien ciru cho thay: (1) Tai san thucmg hieu long Binh Thuan chju tac ddng true tiep bdi phan: Nhan biet thuong hieu, lien tudng thuong hieu, chat lupng cam nhan, frung thucmg hieu va an toan cam nhan; (2) Tdn tai quan he tac ddng giira cac phan tai san thuang hieu vdi nhau, frong dd chat lugng cam nhan va an toan cam nhan la phan cd tac ddng nhieu nhat den tai san thuong hieu tdng the Abstract Tie khoa: Thuong hieu; Tai san thuong hieu; Thanh long B'lnh Thuan; Ngudi tieu dimg Keywords: Brand; Brand Equity; Binh Thuan Dragon Fruit; Consumer This paper defines and measures the impacts of brand equity dimensions of Binh Thuan dragon fruits on the overall brand equity and interactions between these dimensions A mixed approach is used, including: (i) Qualitative research conducted through direct interviews with experts and focus group discussions, and (ii) quantitative research with two surveys The results indicate that: (i) brand equity of Binh Thuan dragon fruit is influenced directly by five dimensions, namely brand awareness, brand association, perceived quality, brand loyalty, and perceived safety, and (ii) there exist interactions among these dimensions Furthermore, perceived quality and perceived safety have most significant effects on the overall brand equity 74 Nguyin Van ST & Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 Dat van de Thanh long la cay trdng dac san cd Igi thi canh tranh hang dau 11 loai trai cay d nudc ta da dugc Bd Ndng nghiep & Phat triln ndng thdn xac dinh Hdi nghj trai cay cd Igi thi canh tranh dugc td chii'c tai TP.HCM 07/06/2004 Thanh long giiip mang lai hieu qua kinh tl va nang cao thu nhap dang kl cho ndng dan canh tac Dac biet, tai tinh Binh Thuan, nhiing nam gin day, long da gdp phan dang ke viec chuyin ddi co ciu cay va chuong trinh xda ddi giam ngheo Nam 2008, vdi dien tich 10.663 long Binh Thuan dat san lugng 236.067 tan va ban vdi gia binh quan 4.586 ddng/kg cho san phim chi'nh vy va 6.404 dong/kg cho san phim trai vu Din nam 2013, dien tich trdng long da dat 20.551 (tang 128%) vdi san lugng 400.800 tin va gia ban binh quan 13.273 ddng/kg cho san pham chinh vu va 17.210 ddng/kg cho san phim trai vu (Cue Thong kg Binh Thuan, 2014) Nhin chung, san lugng va gia ban long Binh Thuan tang dgu qua cac nam nhung chat lugng, mau ma trai cay khdng ddng nhat theo ygu cau ciia thi trudng, cdng nghe ddng gdi va bao quan long cdn qua don gian dan dgn cam nhan cua ngudi tigu diing ve chat lugng long Binh Thuan thap Thgm vao dd ia sy quan li thigu chat che cua co quan chirc nang ve ve sinh an toan thyc pham tii' khau san xuat dgn khau tigu thy, dac biet la viec qua lam dyng hda chat va thudc bao ve thyc vat ciia cac ndng hd qua trinh san xuat ciing nhu qua trinh ddng gdi va bao quan ciia cac doanh nghiep kinh doanh long da lam cho ngudi tigu diing chua cam thay an toan sir dung san pham Cdng tac tuygn truyen quang ba, xiic tign thuong mai ddi vdi san pham long Binh Thuan cdn ygu, chua td chiic thudng xuyen va thigu tinh chien lugc ngn chua tao dugc hinh anh tdt ve long Binh Thuan tam tri ngudi tieu dung, tir dan den gia tri hang hda cdn thap Chinh vi vay, ddi hdi cac giai phap xay dyng va phat trign thuang hieu nham lam gia tang gia trj thuong hieu long Binh Thuan tren co sd tap trung theo chigu sau, chuygn nghiep ban, viia phat triln thi trudng ndi dja, vira tham nhap sau rdng vao thj trudng thg gidi Tuy nhign, dl xay dyng va phat triln cdng thuang hieu thi can phai higu ro ve tai san thuong hieu tu'c la phai nim bit dugc vai trd cua tai san thuang hieu va cac phin cua nd, ciing nhu each thirc dl ludng chiing (Nguyen Dinh Thg & Nguyin Thj Mai Trang, 2011) Tai san thuong hieu dugc xem la gia tri tang thgm thuong hieu mang lai (Aaker, 1991, 1996) Tai san thuong hieu anh hudng din doanh thu va lgi nhuan tuong lai ciia doanh nghiep (Srivastava & Shocker, 1991) Vi vay, tai san thuong hieu ddng vai Nguyin van ST& Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 75 trd quan trgng viec xay dyng va phat trign thuong hieu, va sy edng cua mdt thuang hieu phu thugc vao miic gia trj ma khach hang cam nhan dugc (Nguygn Dinh Thg & Nguygn Thj Mai Trang, 2011) Trong nhiing nam qua, trgn thg gidi da cd nhieu nghien ciiu thyc nghiem ve tai san thuang hieu tigp can dudi gdc ngudi tigu diing theo nhigu hudng khac Tuy nhign, phan Idn cac nghign ciiu duge thyc hien tai nhiing qudc gia phat trien va cd sy khac biet vg van hda va tdc phat trien kinh te so vdi VN Thgm vao dd, cac nghign ciiu thyc nghiem dugc tign hanh ddi vdi thuang hieu ciia cac san pham cdng nghiep, san pham tigu diing, djch vy Nhieu nghign ciiu chi sy khac biet vg cac phan tai san thuong hieu: giira thj trudng san pham hiiu hinh va thj trudng dich vy (Mackay, 2001); giii'a hang tigu diing va hang cdng nghiep (Hutton, 1997); giiia san pham cdng nghiep va cac san pham thyc pham (Kim, 2012); giiia cac san pham cdng nghiep va cac san pham ndng nghiep (Manning, 2007) Chi'nh vi vay, rat can cd cac nghign cuu thyc nghiem vg gia trj thuang hieu cho trudng hgp long Binh Thuan tigp can dudi gdc ngud'i tieu diing Cff SO" li thuyet va mo hinh nghien ciiu 2.1 Khdi niim 2.1.1 Thuang hieu Khai niem thuong hieu cd thg dugc tigp can theo nhieu quan diem khac nhung thg cd chia quan digm chinh: (1) Quan diem truyen thdng; va (2) Quan digm tong hgp (Nguygn Dinh Thg & Nguyen Thj Mai Trang, 2003) Theo quan digm truygn thdng thi thuang hieu dugc xem nhu mdt cai tgn, bigu tu'gng, kl hieu hay mdt sy phdi hgp cac ygu td trgn nham muc dich nhan dang san pham hay djch vu cua mdt nha san xuat va phan biet vdi thuong hieu ciia cac ddi tbii canh tranh (Kotier, 1994) Nhu vay, thuang hieu theo quan digm dugc higu nhu mdt phan ciia san pham va chiic nang ciia thuong hieu la diing de phan biet san pham eua nha san xuat vdi san pham ciing loai cua cac ddi thii canh tranh cd mat trgn thj trudng Quan diem truygn thdng vg thuong hieu tdn tai mdt thdi gian kha dai ciing vdi sy ddi va phat trign ciia nganh Marketing Nhung dgn cudi the ki 20, quan digm thuong bieu da cd nhigu thay ddi va cac nha nghien cim vg thuong hieu cho rang quan digm khdng thi giai thich dugc vai trd ciia thuang hieu nen kinh tg toan cau va canh tranh gay gat 76 Nguyin Van ST & Nguyen Vilt Bang, Tap chi Phat triln Kinh tl, 27(9), 73-101 Theo quan dilm tdng hgp thi thuong hieu khdng chi la mdt cai tgn, bigu tugng, ki hieu ma phii'c tap ban nhilu, la mgt tap cac thudc tinh cung cap cho khach hang muc tigu cac gia trj ma hg ddi hdi (David, 2002) Thuong hieu theo quan dilm cho ring san phim chi la mdt phin cua thuong hieu va chii ygu cung cap lgi ich chirc nang cho ngudi tigu diing (Nguyin Dinh Thg & Nguyen Thj Mai Trang, 2003) Quan diem tong hgp cang dugc cac nha nghien cuu va thyc tien chap nhan vi ngudi tieu diing co nhu ciu: (1) Nhu ciu chiic nang; va (2) Nhu cau tam li (Nguyen Dinh Thg & Nguyen Thj Mai Trang, 2003) San pham chi cung cap cho ngudi tigu dimg nhu cau chiic nang, cdn thuong hieu mdi cung cap cho ngudi tieu diing ca hai nhu cau trgn (Amber & Styles, 1996) va san pham cd thg bj bat chudc bdi cac ddi thii canh tranh nhung thuong hieu la tai san rieng ciia cdng ty, san pham cd thg nhanh chdng bj lac hau nhung thuong hieu neu cdng se khdng bao gid bj lac hau (Aaker, 1991) 2.1.2 Tai san thuang hieu Tai san thuong hieu dugc xem nhu: Gia trj tang thgm thuong hieu mang lai (Aaker, 1991, 1996); Kign thii'c ciia khach hang vl thuong hieu Keller (1993); Phin lgi ich gia tang (Simon & Sullivan, 1993); Phin chgnh lech giii'a sy yeu thich thuong hieu tdng thi va sy ygu thich thuong hieu dya trgn cac thugc tinh khac ndi rigng (Park & Srinivasan, 1994); Chit lugng tdng thi va y djnh lya chgn (Agar'wal & Rao, 1996); gia tri ciia thuong hieu mang din cho ngudi tigu diing (Erdem & Swait, 1998) Tdm lai, tit ca nhiing djnh nghTa ciia cac nha khoa hgc deu cd digm chung la ciing xem tai san thuang hieu nhu la gia trj lgi ich tang thgm tii' mdt san phim nhd cd ten hieu (Srivastava & Shocker, 1991; Wood, 2000) 2.2 Phuangphdp tiip can tdi sdn thuang hiiu Tai san thuang hieu cd thi dugc tilp can dudi gdc khac (Lassar va cong sy, 1995; Wood, 2000): (1) Gdc tai chinh; va (2) Gdc ngudi tigu dimg Dudi gdc tai chinh, tai san thirong hieu dugc xem nhu tai san ciia doanh nghiep (Davis & Doughlass, 1995) Tai san dugc djnh nghTa nhu kit qua ddng tiln cd dugc tir doanh thu cua san phim cd tgn hieu (Shocker & Weitz, 1988; Simon & Sullivan, 1993) ^ Dudi gdc ngudi tieu diing, tai san thuong hieu dugc xem nhu tap hgp nhiing ylu td dugc hoac mat lign quan din thuang hieu (tgn va bilu tugng) dugc cdng them vao hoac trir bdt khdi gia trj ciia san phim/djch vu ddi vdi doanh nghiep hoac khach hang Nguyen Van SI & Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 77 ciia doanh nghiep dd (Aaker, 1991, 1996); nhu mdt tap hgp cac lign tudng va hanh vi ciia ngudi tieu dimg ddi vdi thuang hieu mgt san pham lam gia tang Igi nhuan ciia thucmg hieu san pham dd so vdi mdt san pham khdng cd tgn hieu (Srivastava & Shocker, 1991); chinh la kien thiic cua khach hang vg thuong hieu va kiln thiic chju anh hudng bdi cac hoat ddng marketing vg thuong hieu (Keller, 1993) 2.3 Mo hinh tdi sdn thuang hiiu Tai san thuong hieu dugc nghign ciiu nhigu bdi canh vdi nhigu djnh nghTa va dugc ludng bdi cac tbanh phan khac Chang han nhu tai san dugc xem nhu: Gia tri tang thgm thuong hieu mang lai (Aaker, 1991, 1996) va dugc ludng bdi bdn phan: Nhan biet thuong hieu, chat lugng cam nhan, lign tudng thuong hieu, va Idrg trung tbanb thuong hieu; Kign thiic ciia khach hang vg thuang hieu trudc cac boat ddng marketing cho thuong hieu (Keller, 1993) va kien thirc bao gdm hai phan chinh: Nhan bigt thuang hieu, va an tugng vg thuong hieu; Sy gia tang lgi ich cam nhan ciia khach hang ddi vdi thuong hieu (Lassar & cgng sy, 1995) va dugc ludng bdi phan: Chat lugng cam nhan, gia trj cam nhan, an tugng thuang hieu, long tin ciia khach hang, va cam ket khach hang vg thuang hieu; Lgi the cua boat dgng Marketing cdng ddn vao doanh nghiep tir viec ket hgp giiia nhan bigt thuong bieu va y nghTa cua thuong hieu ddi vdi khach hang (Berry, 2000) bao gdm phan: Nhan biet thucmg hieu, va y nghTa thuang hieu 2.4 Mo hinh vd gid thuyit nghiin cieu Trong nghign eiiu nay, tac gia sir dyng md hinh tai san thuang hieu ciia Aaker (1991, 1996) vi md hinh dugc tri'ch dan nhigu nhat (Atilgan & cgng sy, 2005) va phii hgp vdi cac nghign ciiu thyc nghiem ve tai san thuong hieu dudi gdc ngudi tigu dung (Quan, 2006) Tuy nhign, thyc hien nghign ciiu djnh tinh thdng qua thao luan ciing cac chuyen gia va thao luan nhdm ciing cac ddi tugng khao sat thi kgt qua cho thay tai san thuang hieu long Binh Thuan bao gdm phan: Nhan bigt thuang hieu, lign tudng thuong hieu, chat lugng cam nhan, long trung thuong hieu, va an toan cam nhan 2.4.1 Tai san thuong hieu Tai san thuong hieu dugc xem nhu: Gia trj tang thgm thuang hieu mang lai (Aaker, 1991, 1996); kign thiic ciia khach hang vg thuang hieu (Keller, 1993); gia trj Igi ich tang thgm tir mdt san pham cd tgn hieu (Srivastava & Shocker, 1991); sy danh gia khac Nguyin Van ST& Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 ciia ngudi tigu diing ddi vdi mdt san phim cd thuong hieu va mgt san pham khdng co thuong hieu vdi cimg mgt dac tinh (Edell, 1993; Yoo & cdng sy, 2000) Tdm lai, cac nghign Cliu trgn dlu ham y tai san thuong hieu thi hien sy chgn Igc dya trgn y chi va tinh cam cua ngudi tieu diing danh cho thuang hieu mgt tap cac thuang hieu canh tranh khac cd mat trgn thj trudng (Davis & Doughlass, 1995) va day ciing chinh la diem nhan giai thich bao quat tai san thuang hieu nhu la kit qua cua no lyc marketing cua doanh nghiep nhim xay dyng nhu'ng nhan thiic, hanh vi tich cyc ciia ngudi tigu diing ddi vdi thuong hieu va giai thich gia trj vd hinh vi ngudi tigu dimg chgn mua thuong hieu ma khdng chgn mua thuong hieu khac Nhu vay, tai san thuang hieu long Binh Thuan thg hien sy chgn Igc dya tren y chi va tinh cam cua ngudi tigu diing danh cho thuang hieu nay; va day ciing la li giai thich vi ngudi tigu diing chgn mua long Binh Thuan ma khdng mua cac san phim long khac dang cd mat tren thj trudng, chang han nhu: long Tien Giang hay long Long An 2.4.2 Nhan bigt thuang hieu Nhan bigt thuang hieu ndi lgn kha nang ngu'di tigu dimg tigm nang cd thg nhan va hdi tudng thuong hieu nhu la bd phan cau cua mdt san pham nao dd (Aaker, 1991; Keller, 1998) Nhan bigt thuong hieu ciing dugc xem nhu mirc ma ngudi tigu diing ty suy nghT ve thuang hieu mdt san pham thuong hieu dd dugc dg cap den (Netemeyer & cdng sy, 2004); kha nang ma ngudi tigu diing xac djnh hay nhan thuang hieu (Rossiter & Percy,1987) Tdm lai, nhan bigt thuong hieu ndi lgn kha nang ngudi tigu diing cd thg nhan va nhd lai mgt thuang hieu mdt tap hgp cac thuong hieu cd mat trgn thi trudng Nhu vay, nhan biet thuong hieu long Binh Thuan chinh la sy nhan bilt ciia ngudi tieu dung ddi vdi san pham tbanh long Binh Thuan thdng qua cac dac dilm dac trung ciia san pham nhu hinb dang, mau sic, huong vj, an toan, va cd thi phan biet dugc san pham long Binh Thuan vdi cac san pham canh tranh ciing loai khac dang cd mat trgn thj trudng Vi the, tac gia da dua gia thuylt Hi nhu sau: Hi: Miec nhdn biit ciia nguai tieu diing doi vai thuang hiiu tdng hay gidm se ldm cho gid tri tdi sdn thuang hiiu ciing tdng hay gidm theo (+) 2.4.3 Lign tudng thuong hieu Lign tudng thuang hieu dugc hieu nhu la bit cir thii gi lien kit tri nhd ciia ngudi tigu diing ve thuong hieu ma tao y nghTa doi vdi ngudi tieu dimg (Aaker, 1991; Keller, Nguyin van ST& Nguyin Vilt Bang Tap chi Phat triln Kinh te, 27(9), 73-101 79 1993) qua cac dac tinh cua san pham (Yoo & cdng sy, 2000), qua cac van dg lign quan dgn gia (Aaker, 1996); hoac higu nhu la bit cir cai gi, cd thg la tryc tigp hay gian tigp, lign ket tri ire cua ngudi tigu diing vg mdt thuong hieu (Tregear & Gorton, 2005) Tdm lai, lign tudng thuong hieu dugc xem xet nhu bat cii thir gi ma ngudi tigu diing giir lai tam tri vg thuong hieu gan lign vdi nhu cau cua hg (Wood, 1998) Nhu vay, lien tudng cua ngudi tieu dung ve thuong hieu long Binh Thuan the hien sy lign tudng tri nhd ciia ngud'i tieu diing ve nhirng dac tinh dac tnmg cua san pham long Binh Thuan qua hinh dang, mau sac, huong vj, an toan mdi dugc nhac vg trai long Binh Thuan, tir dd tac gia da dua gia thuyet Ha nhu sau: HJ: Miec liin tie&ng cua ngu&i tiiu dimg doi v&i thiecmg hiiu tang hay gidm se ldm cho gid tri tdi sdn thucmg hiiu ciing tdng hay gidm theo (+) 2.4.4 Chat lugng cam nhan Chat lugng cam nhan dugc xem nhu la sy cam nhan chu quan ciia ngudi tieu diing ddi vdi chat lugng ciia san pham (Zeithaml, 1988; Netemeyer & cgng sy, 2004); la y kien cua ngudi tigu diing ve kha nang ma mgt thuong hieu san pham dap irng sy mong dgi ciia hg (Hoang Thj Phuong Thao & cgng sy, 2010); la cam nhan chu quan ciia ngudi tigu diing ve cac dac tinb ciia mdt thuong hieu san pham mang lai cho hg (Nguygn Dinh Thg & cgng sy, 2011) Tuy nhign, chat lugng cam nhan khdng ban la chat lugng thyc sy ciia mgt san pham ma chi la sy danh gia chii quan ciia ngudi tigu diing vg chat lugng san pham dd (Hoang Thj Phuong Thao & cgng sy, 2010; Nguygn Dinh Thg & Nguygn Thj Mai Trang, 2011) Chat lugng cam nhan mang lai gia trj cho khach hang (Hoang Thj Phuong Thao & cdng sy, 2010) va tao nhiing li khign hg mua thuong hieu san pham thay vi cac thuang hieu san pham canh tranh khac (Yoo & cdng sy, 2000; Hoang Thj Phuong Thao & cgng sy, 2010; Nguygn Dinh Thg & cdng sy, 2011) va day chinh la ygu td dg ngud'i tigu dimg so sanh cac thuong hieu vdi (Nguygn Dinh Thg & Nguyen Thj Mai Trang, 2011) Chat lugng that sy ciia mdt thuang hieu ma nha san xuat cung cap va chat lugng cam nhan thudng khdng triing nhau, li don gian vi khach hang khdng phai la chuyen gia ITnh vyc nay, vi vay chat lugng ma khach hang cam nhan mdi la yeu td ma khach hang lam can cii dg tieu diing (Nguygn Dinh Thg & Nguyen Thj Mai Trang, 2011) dac biet ddi vdi cac san pham trai cay tuoi va rau thi chat lugng ciia cac san pham rat khd dg xac djnh trudc tieu diing vi cd sy bat can ddi vl thdng tin gitia nha san xuat va ngudi tieu dimg (Boccaletti & Nardella, 2000; Barcala & Diaz, 2006) Chat lugng cam nhan cao cd nghTa la ngudi tigu diing cd thg nhan dugc go Nguyin Van ST & Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 sy khac biet va vugt trdi cua thuong hieu cd nhigu kinh nghiem lien quan din thuang hieu (Yoo & cgng sy, 2000) ngn mgt thucmg hieu dugc ngudi tieu dung cam nhan c6 chit lugng cao thi hg se bilu hien cam xiic eiia minh doi vdi nd vi hg thay rang thuang hieu dd cd nhiing dac tinh lam hg thich thii va mudn sd hiiu nd ban cac thuong hieu khac (Nguyin Dinh Thg & Nguyen Thj Mai Trang, 2011) va ciing se lam cho khach hang lya chgn thuang hieu hon la cac thuang hieu canh tranh khac (Zeithaml, 1988; Yoo & cgng sy, 2000) Nhu vay, chit lugng cam nhan long Binh Thuan chinh la sy cam nhan chii quan ciia ngudi tigu diing ve chat lugng ma san pham long Binh Thuan mang den cho hg qua hinh dang, mau sac, huong vj, thdi gian bao quan va ham lugng dinh duong Va tac gia da dua gia thuyet H3 nhu sau: H3: Chdt luang cdm nhgn cua nguai tieu dimg doi v&i thuang hiiu tdng hay gidm se ldm cho gid tri tdi sdn thuang hiiu ciing tdng hay gidm theo (+) 2.4.5 Ldng trung thuong hieu Ldng trung thuong hieu ndi lgn xu hudng cua ngudi tigu dung mua va sir dung mdt thuang hieu nao dd tap hgp eac thuang hieu canh tranh cd mat tren thj trudng va lap lai hanh vi (Chaudhuri & Holbrook, 2001); nhu la mdt sy gan kgt them ma ngudi tigu diing cd ddi vdi mgt thuong hieu (Aaker, 1991); Idng trung cua nguai tieu diing doi vdi thuong hieu ciing xem xet qua ban chat cua moi quan he giiia nguai tigu diing va thuong hieu; va miic ma ngudi tieu diing cam thay ring hg ddng hanh cimg vdi thuang hieu (Keller, 1998) Ldng trung ciia ngudi tieu diing doi vdi thuong hieu c6 thi dugc tilp can duai gdc (Chaudhuri & Holbrook, 2001): (1) Dya vao hanh vi ciia ngudi tieu diing: Cach tigp can xem xet long trung cua ngudi tigu diing doi vdi thuang hieu thong qua hanh dgng mua lap lai, sir dung thudng xuygn thuong hieu ciia mgt san phim; va (2) Dya vao thai cua ngudi tigu dung: Cach tilp can long trung dya tren khia canh thai ciia ngudi tigu diing muon nhan manh din y djnh ciia ngudi tieu diing viec tieu dimg san phim Trong nghign ciiu nay, tac gia tilp can Idng trung thuang hieu theo khia canh thai (tiic la xem xet ldng trung cua ngudi tieu dimg doi vdi thuang hieu long Binh Thuan thdng qua y djnh su' dung san phim cua hg) thi hien qua thai cam ket tiep tyc sir dung san phim long Binh Thuan va sin sang gidi thieu cho nhimg ngudi tigu dung khac Tir do, tac gia dua gia thuylt H4 nhu sau: Nguyin Van SI & Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 H4: Long trung thdnh ciia ngu&i tieu dieng doi v&i thuang hiiu tdng hay gidm se ldm cho gid tri tdi sdn thuang hiiu ciing tdng hay gidm theo (-^) 2.4.6 An toan cam nhan An toan cam nhan cua san pham cd thg dugc djnh nghTa d nhieu khia canh khac nhau: (1)0 gdc hep: Do an toan ciia cac san pham tap trung dgn cac dac tinh cua san pham anh hudng dgn siic khde cua ngudi tieu diing; (2) Ci mgt gdc rgng hon: Bao gdm tat ca cac thude tinh cua san pham anh hudng den cam nhan cua ngudi tigu diing vg an toan cua san pham (Roosen, 2003) Trong nghign ciiu nay, tac gia tigp can an toan cua san pham d gdc rdng, tiic la xem xet cam nhan cua ngudi tigu dimg vg tinh an toan cua san pham Theo each tigp can thi an toan cam nhan thg hien sy cam nhan chii quan cua ngudi tigu dimg vg an toan cua san pham ddi vdi siic khde ciia hg (Kim, 2012) An toan la mdt thugc tinh quan trgng ddi vdi san pham thyc pham va dang cang dugc quan tam nhigu bdi cac nganh cdng nghiep thyc pham, co quan quan li va ngudi tigu diing tren toan the gidi (Grunert, 2005; Kim, 2012) Ben canh chat lugng thi an toan cua san pham ddi vdi siic khde cua ngudi tigu dung la mgt ygu td ma hg mong mudn d cac san pham ndng nghiep quygt djnh tigu diing chung (Grunert, 2005) Ngudi tigu dung se thich thu hem tigu dung san pham dugc dam bao ve chat lugng va an toan bdi cac nha cung cap (Kim, 2012), va chinh sy quan tam cua ngudi tigu diing ddi vdi cac san pham an toan va sach da dat ygu cau ddi vdi cac nha san xuat va nha phan phdi can cung cap cac san pham an toan hon (Preston & McGuirk, 1990); va digu se giiip hg tri dugc lgi the canh tranh va phat trign tai san thuong hieu (Manning, 2007) Ngudi tigu dung cang quan tam nhigu ban dgn cac thdng tin ve an toan ciia cac san pham thyc pham, qua trinh san xuat chiing trudc dua quygt dinh mua hang (Caswell, 1998) va hg san sang tra tign dg dugc tigu diing cac san pham an toan cho sire khde cua hg (Roosen, 2003) Nhu vay, an toan cam nhan la mdt ygu td dg ngudi tigu dimg dua quyet djnh tieu dung san pham Tdm lai, an toan cam nhan thg hien sy cam nhan chii quan cua ngudi tigu dimg vg an toan ciia san pham long Binh Thuan tir khau san xuat dgn thu hoach, chl bign, bao quan, phan phdi san pham den siic khde ciia hg Vi vay, tac gia da dua gia thuygt Hs nhu sau: Hs: An todn cdm nhdn ciia ngu&i tiiu diing doi v&i thuomg hiiu tdng hay gidm se ldm cho gid trj tdi sdn thuang hiiu ciing tdng hay gidm theo (+J Nguyin van SI & Nguyin Vilt Bang Tap chi Phat triln Kinh te, 27(9), 73-101 2.4.7 Mdi quan he giira cac phin tai san thuong hieu long Binh Thuan D I ngudi tieu diing trung vdi mdt thuong hieu nao dd thi -digu dau tign hg phai cd kiln thii'c vl thuang hieu dd (nhan bilt thuang hieu), tiic la hg cd thg nhan va phan biet dugc thucmg hieu dd giua cac thuong hieu canh tranh khac co mat tren thi trudng (Saleem & cdng sy, 2015); cac dac tinh ciia thuong hieu phai dugc tao tam tri ciia ngudi tigu diing, tiic la ngudi tigu diing cd thg lign tudng dgn thuong hieu (Nguyen Dinh Thg & Nguyen Thj Mai Trang, 2011) va chi'nh lign tudng thuong hieu la CO sd dl ngudi tieu diing dua cac quyet djnh mua hang cua minh va tao long trung ciia hg ddi vdi thuang hieu (Aaker, 1991; Atilgan va cdng sy, 2005) Ngoai ra, ngudi tieu dimg cam nhan dugc rang thuang hieu san pham dd cd chat lugng cao hon so vdi cac thuong hieu san pham canh tranh khac cd mat trgn thi trudng se giiip hg dua quygt dinh mua san pham hoac mua lai san pham (Nguyen Dinh Thg & cdng sy, 2011, Nguygn Dinh Thg & Nguyen Thj Mai Trang, 2011) Thgm vao dd, ngudi tieu diing se cd xu hudng sir dyng lai san pham cam thay an toan tigu diing san pham (Roosen, 2003; Kim, 2012) nghTa la hg san sang bd tign dg dugc tigu diing cac san pham tuoi, sach va cd xu hudng tigu diing trd lai cac san pham ma hg cam nhan nd an toan cho sire khde ciia hg (Boccaletti & Nardella, 2000) vi nhu cau cua ngu'di tigu diing cac san pham chju anh hudng bdi cac thugc tinh lign quan dgn van dg an toan san pham (Preston & McGuirk, 1990) Vi vay, tac gia da dua gia thuylt He, H?, Hg va H9 nhu sau: He: Miec nhdn biit ciia ngu&i tiiu dung doi v&i thuang hieu tdng hay gidm se ldm cho long trung thdnh cua ho cSng tdng hay gidm theo (+) Hy: Miec liin tu&ng ciia nguai tiiu diing dot v&i thuang hiiu tdng hay gidm se ldm cho long trung thdnh cua ho cUng tdng hay gidm theo (+) Hs: Chdt luang cdm nhdn ciia ngu&i tiiu dimg doi vai thucmg hieu tdng hay gidm se ldm cho long trung thdnh ciia ho ciing tdng hay gidm theo (+) Hg: An todn cdm nhgn ciia ngu&i tieu dimg doi v&i thuang hiiu tdng hay gidm se ldm cho long trung thdnh ciia ho cUng tdng hay gidm theo (+) Ngoai ra, nhan bigt thuong hieu dugc xem nhu nln tang cua tai san thuong hieu tdng the va cac phin khac ciia tai san thuong hieu (Aaker, 1991) Ddng thdi, lign tu'dng thuong hieu chinh la kit qua ciia nhan bilt thuong hieu cao (Yoo & cdng sy, 2000), nghTa la de ngudi tigu dimg cd thi lien tudng din thuang hieu thi dilu diu tien hg phai nhan thuang hieu dd giira cac thuong hieu canh tranh dang cd mat tren thj trudng Nguyin van Si & Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 Tucmg quan biln tdng 87 Gia trj trung binh thang loai biln Phuong sai thang loai biln Gia trj Cronbach's Alpha loai bien AS3: Khi nhac den long Binh Thuan, tdi nghT den trai long cd vd qua day va thdi gian bao quan lau 13,5724 16,436 0,743 0,865 AS4: Khi nhac den long Binh Thuan, tdi nghT den trai long rat nggt, mat va cd vj 13,5707 16,787 0,682 0,875 AS5: Khi nhac den long Binh Thuan, tdi nj,hT den trai long cd ham lugng dinh duong cao 13,5512 16,605 0,731 0,867 AS6: Khi nhac den long Binh Thuan, tdi nghT den trai long an toan cho sire khde ciia minh 13,5583 16,905 0,712 0,870 Chat lugng cam nhan (QL): Cronbach's Alpha = 0,864 QLl: Thanh long Binh Thuan ed hinh dang va mau sac rat dep ^^^^^^^ ^^^^^ ^^^^^ ^^^^^ QL2: Huong vi cua long Binh Thuan rat ^ ' ^ thanh, nggt va mat QL3: Thanh long Binh Thuan cd ham lugng dinh dudng cao , , „, 13,8498 , ,,, 3,222 „ ,,, 0,644 „ „,, 0,844 ^^^^^^^ ^^^^^ ^^^^ ^^^^^ QL4: Thanh long Binh Thuan ed thdi gian bao quan lau ^^^^^^^ ^^^^^ 0,660 0,841 QL5: So vdi cac loai long khac, tdi nghT ring long Binh Thuan cd chSt lugng cao hon 13,8428 3,265 0,675 0,839 QL6: Tdi nghT rang long Binh Thuan la san phim long tdt nhit cac loai long cd mat tren thj trudng 13,8410 3,270 0,642 0,844 Trung thuong hieu (LO): Cronbach's Alpha = 0,834 Nguyin van SI& Nguyen Vilt Bang Tap chi Phit triln Kinh tl, 27(9), 73-101 Tuong quan Gia trj trung binh thang loai bien Phucmg sai thang loai bien ^^^^^^ gg^^ ^gg^ ^.^^^ L02: Tdi sg khdng mua long khac neu long Binh Thuan khdng cd sin tai cua hang (hay sieu thj) 8,2774 7,026 0,670 0,788 L03: Tdi se mua lai long Binh Thuan 8,1184 6,951 0,666 0,790 L04: Tdi se gidi thieu long Binh Thuan din ^^^^^^ ^^^^^ ^^^^^ 0,796 10,3004 2,834 0,591 0,813 10,2898 2,773 0,640 0,800 10,6095 2,624 0,659 0,794 10,6184 2,746 0,629 0,803 10,6343 2,664 0,656 0,795 8,2668 7,534 0,739 0,826 *'^^" '^•'^^ "''^"'^ °'"' LOL Tdi nghi din long Binh Thuan mudn mua long bilntdng Gia tri Cronbach'' Alpha loai bijn nhftng ngudi tieu dimg khac An toan cam nhan (SA): Cronbach's Alpha = 0,835 SAI: Tdi nghi long Binh Thuan an toan cho , , , , , , sue khoe cua minh SA2: Tdi an tam tieu diing san pham , „,, ,., s F long Binh Thuan SA3: Tdi nghi ring long Binh Thuan dugc san xuit vdi du lugng thudc trir sau va thudc bao v6 thuc vat dat tieu chuin cho phep SA4: Tdi nghi ring long Binh Thuan duoc ,A , , ,x, • • so che va dong goi tot SAS: Toi nghi ring long Binh Thuan cd quy trinh bao quan dat tieu chuin vl lanh va khdng bj nhiem ban trudc den tay ngudi tieu dimg Tai san thuong hieu (BE): Cronbach's Alpha = 0,817 BE 1: That cd y nghia su dung san phim long Binh Thuan thay vi cac loai long khac, mac dCi cac san phim long la nhu BE2: Du cac long khac nhin chung cd cimg hinh dang, huong vj, ham lugng dinh dudng va thdi gian bao quan vdi long Binh Thuan, tdi van thich su dung long Binh Thuan Nguyin van SI & Nguyen Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 Gia trj trung binh thang loai biln Phuong sai thang loai bien Tuong quan biln tdng 89 Gia tri Cronbach's Alpha loai bien BE3: Neu cd san pham long nao dd tdt nhu long Binh Thuan, tdi vln chon long 8,3004 Binh Thuan 7,711 0,732 0,830 BE4: Du xuat hien mgt loai long nao ma khdng cd sy khac biet so vdi long B'mh Thuan vl hinh dang, huong vj, ham lugng dinh 8,3198 duong va thdi gian bao quan, tdi van chgn long Binh Thuan 7,733 0,710 0,838 Nguon: Tinh toan cua tac gia 4.1.2 Ket qua phan tfch nhan td kham pha Ket qua phan tfch EFA cac phan tai san thucmg hieu dugc trinh bay Bang cho thay: 26 bien quan sat sau phan tfch EFA thi dugc nit trfch nhan td Cy thi: biln quan sat ASl, AS2, AS3, AS4, AS5, AS6 dugc riit 01 nhan td va dat ten la lien tudng thuong hieu (AS); bign quan sat QLl, QL2, QL3, QL4, QL5, QL6 dugc nit nhan td va dugc dat ten la chat lugng cam nhan QL; bien quan sat AWl, AW2, AW3, AW4, AW5 duge nit nhan td va dugc dat tgn la nhan bilt thuang hieu (AW); biln quan sat SAI, SA2, SA3, SA4, SAS dugc nit nhan td va dugc dat ten la an toan cam nhan (SA); bign quan sat LOI, L02, L03, L04 dugc nit nhan td va dugc dat tgn la trung thuong hieu (LO) Ket qua phan tich EFA tai san thucmg hieu long Binh Thuan dugc trinh bay Bang cho thay: biln quan sat BEl, BE2, BE3, BE4 sau phan tfch EFA thi dugc nit nhan td va dat ten la tai san thuong hieu (BE) Kit qua phan tfch EFA dugc sir dung bang phuong phap xoay Varimax, ed gia tri hgi ty Eigenvalue > va tong phuang sai trich > 50% 90 Nguyen Van SI & Nguyen Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 Bang Kit qua phan tich EFA cac phan tai san thuong hieu Nhan td Bien quan sat ASS 0,754 ASl 0,753 AS3 0,751 AS6 0,746 AS2 0,743 AS4 0,722 QL4 0,738 QL3 0,737 QL5 0,731 QLl 0,718 QL6 0,718 QL2 0,717 AW3 0,782 AW2 0,777 AWl 0,740 AW5 0,724 AW4 0,715 SA3 0,731 SA2 0,725 SA5 0,716 SA4 0,687 SAI 0,669 L03 L02 LOI L04 0,743 0,740 0,716 0,668 91 Nguyin van SI& Nguj-ln Vilt Bang Tap chi Phat triln Kinh te, 27(9), 73-101 Nhan td Bien quan sat 2,509 Eigenvalue 3,905 3,699 3,326 3,027 % of variance 15,018 14,228 12,790 11,642 9,649 Cumulative % 15,018 29,247 42,037 53,679 63,327 KMO 0,9480 Bartlett's Test Chi square 7.059 df 325 Sig 0,000 Nguon: Tinh toan cua tac gia Bang Ket qua EFA tai san thuong hieu Nhan td Bien (quan sat BEl 0,860 BE4 0,855 BE3 0,840 BE2 0,837 Eigenvalue 2,877 % of variance 71,914 KMO 0,829 Bartlett's Test Chi square df Sig 1.072,288 0,000 NguSn: Tinh toan cua tac gia 4.1.3 Kgt qua kiem dinh bang CFA Kit qua kiem dinh tinh don hudng, gia tri hgi tu, tin cay tdng hgp va phuang sai trich ciia cac thang trinh bay Bang Nguyin van SI & Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 92 Kit qua nghien ciiu cho thay tit ca cac thang dlu thoa man yeu cau vl tin cay tong hgp, phuang sai tri'ch, gia trj hgi tu va tfnh don hudng Bang Kit qua kilm dinh gia trj hgi ty, tfnh don hudng, tin cay tdng hgp va phuong sai trfch ciia cac khai niem nghign ciiu Khai niem Sd bien quan sat Do tin cay Cronbach's Alpha Tong hgp Phuong sai trich Lien tudng thuong hieu (AS) 0,890 0,890 0,575 Chat lugng cam nhan (QL) 0,864 0,865 0,516 Nhan biet thuong hieu (AW) 0,868 0,869 0,571 An toan cam nhan (SA) 0,835 0,835 0,503 Trung thuong hieu (LO) 0,834 0,834 0,557 Tai san thuong hieu (BE) 0,870 0,870 0,626 Gia trj hgi tu, vatinh don hudng Thoa man Nguon: Tinh toan ctia tac gia Kgt qua kilm djnh gia tri phan biet giiia cac khai niem nghien ciiu dugc yinh bay Hinh cho thiy gia tri Chi binh phuang = 398,464; df = 390; Cmin/df = 1,022 vdi gia trj p-value = 0,373 (> 0,05) Hon niia cac chi tieu ludng sy phii hgp khac cung dat yeu cau nhu TLI = 0,999; CFI = 0,999; va RMSEA = 0,006 Vi vay, cd thi kit luan md hinh tdi ban dat tuong thfch vdi dii lieu thi trudng Ben canh do, cac he so tuong quan kem vdi sai lech chuin cho thiy chiing dlu khac vdi (hay ndi each khac, cac khai niem nghien ciiu dat gia trj phan biet) Nguyin van SI & Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 Chi square=398.464;df=390;CM[N/df=-1.022;p=.373; TLI=.999;CF1=.999; RMSEA=.006 ETinh Kit qua kilm djnh gia trj phan biet giiia cac khai niem nghign ciiu Nguon: Tinh toan cua tac gia 93 Nguyin van ST & Nguyin Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 94 4.1.4 Kit qua kilm dinh md hinh va gia thuylt nghien cii'u C h i - c , u ir ree==3399_88.,4^ 6_ 4e ;i d : df = f =33S900; ;CCM Mi ,NN//ddff==11.^0022: : p = ; TLI = 999;OFI = 999:i=tMSEA=.006 [ AW2 I^VVVT JAWS I A W a f / ' I'ul o AWl ^ iUt i^if @> © A'-^ ^ Hinh Kit qua kilm dinh md hinh nghien cii'u Ngudn: tinh toan cua nhdm tac gia Kit qua kilm djnh md hinh nghign ciru dugc trinh bay nhu Hinh va Bang cho thiy md hinh cd gia trj Chi binh phuong = 398,464; df = 390; Cmin/df = 1,022 vdi gia trj p - value = 0,373 (> 0,05) Dong thdi, cac chi tieu khac cung dat yeu ciu vl kilm dinh nhu: TLI = 0,999; CFI = 0,999 va RMSEA = 0,006 Bilu cho thiy mo hinh phii hgp vdi dii' lieu thu thap tii' thi trudng Bang Cac chi sd danh gia miic phii hgp ve md hinh nghign ciiu Cac chi sd Chi sd md hinh Chi sd thoa man dieu kien phii hgp X2 378,744 df 265 X2/df p-value TLI CFI RMSEA 1,429 0,000 0,972 0,976 0,040 0,05 >0,90 >0,95 < 0,070 Ghi chu: y 2/ d.f ratio < (Schumacker & Lomax, 2004), TLI > 0,90 (Hair & cdng su, 2006), CFI > 0,95 (Hu & Bentler, 1999), RMSEA < 0,07 (Hair & cdng su, 2006), p-value > 0,05 (Nguyin Dinh Thp & Nguygn Thj Mai Trang, 2011) Nguyen Van SI & Nguyen Vilt Bang Tap chi Phat triln Kinh tl, 27(9), 73-101 95 Kit qua kilm djnh 15 gia thuylt (tir gia thuylt Hi din gia thuylt H15) dugc trinh bay Uong Bang cho thay tat ca cac gia thuygt dgu dugc chap nhan Bang Kgt qua kigm djnh 15 gia thuygt nghign ciiu (tir Hi den Hu) Mdi quan he Gia tri udclugng S.E CR P Ket qua SA