Tác động của danh tiếng đến trách nhiệm xã hội doanh nghiệp và ý định mua hàng của khách hàng trong ngành sữa việt nam

Pham Xuan Lan & Nguygn Ngoc Hign Tap chi Phat trien Kinh te, 27(10), 36-55 36 Tac dong cua danh tieng den trach nhiem xa hoi doanh nghiep va y dinh mua hang cua khach hang nganh sfra Viet Nam PHAM XUAN LAN Truang Dai hoc Kinh tg TP.HCM - lanqtkd(@ueh.edu.vn NGUYEN NGOC HIEN Truang Dai hoc Cong nghiep TP.HCM - hiennguyen.iuh@gmail.com Ngdy nhgn: 15/08/2016 Ngdy nhgn lgi: 28/10/2016 Ngdy duyet ddng: 31/10/2016 Ma so: 0816-M14-V02 Tdm tat Nghien cuu de xuat va thu nghiem mo hinh ve moi quan he giiia danh tieng, niem tin, trach nhiem xa hoi doanh nghiep va y djnh mua hang cua khach hang Cu the, tac gia xem xet tac dpng cua danh tieng den nhan thuc trach nhiem xa hpi doanh nghiep, va vai tro trung gian cua niem tin den y dinh mua hang cua khach hang Cac moi quan he dupc kiem chung thong qua mau 383 khach hang mua sua bot tre em Ket qua cho thay danh tieng co tac dpng tich cue, true tiep den nhan thuc trach nhiem xa hpi doanh nghiep ciia khach hang Ngoai ra, niem tin la trung gian mpt phan tac dpng ciia danh tieng den nhan thuc trach nhiem xa hpi doanh nghiep cua khach hang, danh tieng se tao va nuoi duang niem tin, va tir khach hang se nhan thilc cac hoat dpng trach nhiem xa hpi ciia doanh nghiep theo chiSu huong tich cite Cu5i ciing, niem tin va trach nhiem xa hpi cua doanh nghiep co tac dpng tich cue den y dinh mua hang cua khach hang Abstract Tit khda: Danh tieng; Trach nhiem xa hoi doanh nghiep; Niem tin; Y dinh mua hang Keywords: Reputation; Corporate Social Responsibility; Trust; Purchase Intention This study proposes a model that examines the relationships among reputation, trust, corporate social responsibilify, and consumer purchase intention Specifically, by using a sample of 383 consumers of baby milk powder, the study considers the impact of reputation on consumer perception of corporate social responsibility, as well as the mediating role of consumer trust and purchase intention regarded as the final result The results indicate that corporate reputation has a positive, direct impact on perceived social responsibility Furthermore, the effect is found to be partially mediated by consumer trust, cultivated and nourished by reputation, which allows consumers to perceive corporate social responsibility in a positive manner Finally, as also shown in the study, trust and social responsibility impact posifively on consumers' purchase intention Pham Xuan Lan & Nguygn Ngoc Hign Tap chl Phat tri6n Kinh tg, 27(10), 36-55 37 Gidi thieu Trach nhiem xa hdi ciia doanh nghiep (Corporate Social Responsibility-CSR) da thu hut sy quan tam ldn tir cac hgc gia li thuyet va thyc hanh CSR dugc hieu doanh nghiep cd hanh vi iing hd cho phuc lgi xa hgi va sy phat trien ciia cgng ddng (Pride & cgng sy, 2006) CSR bao gdm su mong dgi cua xa hdi ve kinh te, luat phap, dao due va long til' thien ddi vdi cac td chiic tai mdt thdi diem nhat dinh (Caroll, 1979) Trong nhii-ng nam gan day, cac doanh nghiep da nd lyc thyc hien va cdng bd cac boat ddng trach nhiem xa hdi nham muc dich gia tang nhan thirc tfch cyc ciia cdng chung ve doanh nghiep (Esrock & Leighty, 1998; Bae & Cameron, 2006) Tuy nhien, mdt sd nha nghien cim dat cau hdi rang lieu cac hoat ddng trach nhiem xa hdi cd ludn dan den hoat ddng kinh doanh ciia doanh nghiep tdt han? Yoon va cdng sy (2006) cho rang cdng chiing thudng xem cac hoat ddng trach nhiem xa hgi nhu la boat ddng tu lgi va sy hoai nghi ve boat ddng trach nhiem xa hgi cd the dan den lam giam danh tieng doanh nghiep tuang lai Nhieu nghien ciin chi danh tieng tdt cd the la bd dem de giam thieu phan ung tieu cue ciia khach hang ddi vdi cac doanh nghiep (Bae & Cameron, 2006; Shim & Yang, 2016) Mdt sd bang chiing khac chi trach nhiem xa hgi cd anh hudng tich cyc den danh gia va y djnh mua hang ciia khach hang (Ellen & cdng sy, 2006) Tuy nhien, van cd bang chirng cho thay khach hang khdng quan tam den trach nhiem xa hdi hoac chi quan tam nd tao Igi ich cho hg (Pomering & Dolnicar, 2009; Tian & cdng su, 2011) Nhu vay, cd nhieu quan diem khac ve trach nhiem xa hdi doanh nghiep nen rat can them nhiing nghien ciiu kham pha de lam rd ban ve chii de Dac biet, van de van cdn tuang ddi mdi bdi canh cac nudc dang phat trien (Fatma & Rahman, 2015) Nghien cii-u nham giai thich ca che tac ddng giii-a danh tieng doanh nghiep, nhan thirc trach nhiem xa hgi doanh nghiep ciia khach hang va y djnh mua hang Cff Sff Ii thuyet va khung phan tich 2.1 Ca sa li thuyet vd gid thuyet nghien cuu 2.1.1 Danh tieng doanh nghiep (CR - Corporate Reputation) CR dugc xem xet khac dua tren nhQng ITnh vuc nghien cuu khac Trong kinh te, CR dugc xem la su phan anh cac hanh dgng qua khir ciia mdt doanh nghiep, cung cap tin hieu den cac ben lien quan ve cac hoat ddng tuang lai cd the xay ciia doanh nghiep (Davies & cgng su, 2003) Trong quan li chien lugc, CR dugc xem 38 Pham Xuan Lan & Nguygn Ngoc Hign Tap chi Phat trign Kinh tg, 27(10), 36-55 la tai san vd hinh dgc dao, khd cd the bit chudc (Roberts & Dowling, 2002; Agarwal & cgng sy, 2015) Trong nganh marketing, CR dugc xem nhu mdi lien kit ma cac ca nhan thilt lap vdi doanh nghiep (Fombrun & cgng sy, 2000) va thudng dugc xem nhu la siic manh d§ thu hut khach hang (Davies & cgng sy, 2003) Fombrun (1996) xac djnh danh tilng doanh nghiep la dai dien nhan thirc cac hanh dgng qua khii cua mdt doanh nghiep va md ta triln vgng tuong lai ciia tong thi doanh nghiep cho tit ca cac ben lien quan so sanh vdi cac ddi thii canh tranh khac Nghien ciiu ciia Fombrun (1996) la nghien ciiu diu tien xac dinh mdt each he thong vl CR va dugc trfch dan nhilu nhit (Walker, 2010) 2.1.2 Trach nhiem xa hdi doanh nghiep (CSR - Corporate Social Responsibility) Berger va cdng sy (2007) lam rd cd hai luong quan diem de cap den chu de CSR dugc tim thiy: Theo cac tai lieu quan li, trgng tam d day la cau hdi quy pham: Lieu doanh nghiep cd nen tham gia vao cac boat ddng CSR hay khdng va thyc hien nhirng boat dgng CSR cd anh hudng nhu thi nao din boat ddng tai chfnh? Trong cac nghien ciiu tir tai lieu tiep thj lai tap trung vao each khach hang nhan thiic cac hoat ddng CSR, cu the thir nghiem mdt hanh ddng lien quan den CSR (kfch thfch) va xem xet anh hudng ciia nd den nhan thiic cua khach hang Ca hai quan diem da de cap den chu de nhieu thap ky qua Nghien ciiu xem xet CSR anh hudng nhu the nao den nhan thiic, thai va hanh vi cua Idnach hang Friedman (1970) cho rang doanh nghiep khdng cin phai quan tam din CSR, cu the: "Doanh nghiep chi cd mdt trach nhiem nhit la toi da hda lgi nhuan, gia tang gia trj cd ddng, khudn kho luat chai cua thj trudng la canh tranh trung thuc va cdng bing" Nhung ngudi phan doi CSR cho ring cac chuong trinh cua doanh nghiep liy ten "trach nhiem xa hgi" chi la nhiing chuong trinh quan he cdng chiing dao due gia, ma thyc chit muc tieu cudi ciing vin la vi lgi nhuan ciia doanh nghiep ma thdi (Williams & Siegel, 2000) Carroll va Buchholtz (2011) da chi thuat ngii "trach nhiem xa hdi ciia doanh nghiep" cd nghTa la doanh nghiep khdng chi thyc hien nghTa vu kinh tl va phap If ma cdn cd trach nhiem khac cd lien quan din viec bao ve va cai thien xa hgi Carroll (1991) phan loai CSR khfa canh la: Trach nhiem kinh tl, trach nhiem phap If, trach nhiem dao due va trach nhiem til' thien Pham Xuan Lan & Nguygn Ngpc Hign Tap chi Phat trign Kinh tg, 27(10), 36-55 39 2.1.3 Niem tin (Trust) Thomas (2009, trang 346) xac dinh nilm tin la "ki vgng mdt kit qua tfch cue, ket qua ma khach hang cd thi nhan dugc dua tren hanh ddng du kien cua mdt ben khac" Niem tin lam giam su khdng chac chan mgt mdi trudng ma khach hang cam thay de bj tdn thucmg, vi vay hg dua vao cac td chiic dang tin cay (Aydin & Ozer, 2006) Nhu vay, niem tin la sy tin tudng vao mgt td chiic, boat dgng dang tin cay, khdng cd nhiing hanh ddng gay hai va boat ddng theo hudng cd lgi cho ca hai ben Niem tin dugc xem la cau ndi giiia kinh nghiem qua khii va du doan hanh ddng tuong lai 2.1.4 Y djnh mua hang Y djnh mua hang dai dien cho kha nang ma khach hang se cd ke hoach hoac san sang de mua mdt san pham hoac dich -vy nhat dinh tuang lai Hanh ddng thuc te chi cd the dugc thuc hien khach hang cd sy quan tam va cd ddng ca, bdi vi mgi ngudi cd xu hudng tham gia vao cac hanh vi ma hg cd y djnh thyc hien, hanh vi la mgt yeu td quyet dinh tryc tiep den hanh dgng Su gia tang y djnh mua cd nghTa la tang kha nang mua (Schiffman & Kanuk, 2007) Khi ngudi tieu dimg cd y dinh mua tfch cyc, dieu tao mgt cam ket thucmg hieu tich cue va thiic day ngudi tieu dimg tien den hanh ddng mua thyc te (Fishbein & Ajzen, 1975; Schiffrnan & Kanuk, 2007) Do dd viec xem xet y djnh mua hang la dii ca sd de dy doan hanh vi tucmg lai 2.1.5 Danh tieng doanh nghiep va trach nhiem xa hgi doanh nghiep Lyon va Cameron (2004) cho rang thdi gian khimg hoang, doanh nghiep cd the cd chien lugc iing phd sau rgng ban neu nd cd CR tdt, vi ngudi tieu dimg cd khuynh hudng tin rang phan iing cua doanh nghiep cd danh tieng tdt trung thyc ban nhiing doanh nghiep khac Bae va Cameron (2006) khang djnh cdng chiing cd xu hudng suy luan boat ddng tir thien cua doanh nghiep nhu mdt hoat ddng ciing cd lgi cdng ty cd CR tdt Shim va Yang (2016) cho rang nhan thiic ve van de dao diic gia ciia doanh nghiep la trung gian tac dgng ciia CR den thai cua khach hang ddi vdi mdt doanh nghiep giai doan khiing hoang Michelon (2011) va Perez (2015) ciing de xuat mdi quan he giiia CSR va CR cd the la mdi quan he hai chieu Dya vao nhiing phan tfch tren, gia thuylt dugc dua nhu sau: Hi: Danh tieng doanh nghiep co tdc dong ciing chieu den trdch nhiem xa hoi doanh nghiep 40 Pham Xuan Lan & Nguygn Ngoc Hien Tap chi Phat trign Kinh tg, 27(10) 36-55 2.1.6 Danh tilng doanh nghiep va nilm tin ciia khach hang CR va nilm tin cua khach hang cd lien quan va phu thugc lan nhau, nhung ban chat vl mdi quan he giiia chiing vin chua rd rang (Van der Merwe & Puth, 2014) Trong cac md hinh ludng CR cua Fombrun (1996), Ponzi va cgng su (2011) thi nilm tin dugc xem dan thuin nhu la mgt nhiing thugc tfnh hoac la tiln de de ludng CR Trong do, Rindova va cdng sy (2005) cho ring CR cd vai trd quan trgng viec lam giam sy khdng chic chin cua cac ben lien quan hg danh gia ve doanh nghiep, bdi vi CR tich cyc dua tren hieu suit vugt trdi mdt thdi gian dai Van der Merwe va Puth (2014) dl xuit khung khai niem dd CR dugc xem nhu tiln de cua niem tin Dua tren nhirng quan dilm nay, gia thuyet dugc dua nhu sau: H2: Danh tiing doanh nghiep co tdc dong ciing chieu den niem tin cua khdch hdng 1.1.7 Nilm tin ciia khach hang va trach nhiem xa hdi cua doanh nghiep Ellen va cgng sy (2006) cho thiy tdn tai mdi lien be tich cyc giiia cac hoat ddng CSR va thai ciia khach hang ddi vdi cac doanh nghiep Tuy nhien, van chua cd nghien ciiu tac dgng ciia niem tin den CSR Kim va cgng su (2009) ggi y rang niem tin cd anh hudng tich cue den nhan thuc CSR ciia khach hang Khi khach hang tin tudng doanh nghiep, hg se cd nhan thirc tdt ve hoat dgng trach nhiem xa hdi ciia doanh nghiep Khi khach hang cd niem tin ddi vdi mdt doanh nghiep hg se cho rang doanh nghiep dd tuan thu cac nguyen tac dao dire, quan tam den phiic Igi xa hdi (McKnight & cdng sy, 2002) Do do, tac gia dua gia thuyet H3: Hy Niem tin cua khdch hdng co tdc dong cimg chieu den trdch nhiem xa hoi doanh nghiep 2.1.8 Danh tieng doanh nghiep va y djnh mua hang Brown (1998) tim thay CR cd anh hudng tfch cyc din y djnh mua hang va hanh vi mua thuc te cua khach hang Helm (2007) nhan thiy CR tdt cho phep doanh nghiep ban vdi gia cao, thu hiit cac nha diu tu va thip chi phf Mdt CR tdt cung cd thi din din doanh thu cao hon vi nd se khdi diu cho viec lap lai kinh doanh lam khach hang hai long Do dd, viec phat triln CR d muc cao la tiln dl quan trgng dl dam bao kha nang canh tranh va tao hanh vi tfch cyc Gia thuylt dugc dua nhu sau: Hr Danh tieng doanh nghiep co tdc dong cung chiiu din y dinh mua hdng 2.1.9 Trach nhiem xa hdi doanh nghiep va y djnh mua hang Pharo Xuan Lan & Nguyen Ngoc Hien Tap chi Phat trign Kinh tg, 27(10), 36-55 41 Mohr va Webb (2005) da phat hien cac ylu td vl mdi trudng va boat ddng tir thien cd tac dgng tfch cyc din y djnh mua hang Sen va cdng sy (2006) cho rang sang kien CSR dan din gia tang y djnh mua cua khach hang, nhung chi hg nhan thiic dugc sang kien cu the Ngugc lai, Carrigan va Attalla (2001) cho rang hanh vi cd trach nhiem ciia doanh nghiep khdng anh hudng den su lya chgn cua khach hang de mua hang Boulstridge va Carrigan (2000) nhan thay CSR khdng phai liic nao ciing dan den mgt quyet djnh mua hang tbuan Igi, khach hang mua hang vi If ca nhan chii khdng phai vi xa hdi Nhu vay, cac ket luan nghien cim tren chi tac ddng khdng rd rang cua trach nhiem xa hdi doanh nghiep den y djnh mua hang Tuy nhien, van tdn tai bang chimg cho thay CSR tao ket qua tich cyc cho doanh nghiep Vi vay cd the dua gia thuyet rang: Hs: Trdch nhiem xa hoi doanh nghiep co tdc dong ciing chieu deny dinh mua hdng 2.1.10 Niem tin va y djnh mua hang ciia khach hang Hennig-Thurau va Klee (1997) dua gia thuyet rang niem tin se ddng vai trd quan trgng quyet dinh mua ciia khach hang Gia thuyet dugc hd trg bdi cac ket qua thyc nghiem ciia Bart va cdng sy (2005) Cac tac gia tim thay mdi quan he manh me giiia niem tin va y djnh hanh vi Ha va cgng su (2010) xac nhan mdi quan he giiia niem tin va y djnh mua hang ciia khach hang, ddng thdi giai thich niem tin dya tren kinh nghiem trudc dd ddng mdt vai trd rat quan trgng viec thiic day y djnh mua ciia khach hang Tir nhiing tranh luan tren, cd the dua gia thuyet: //«.- Niem tin co tdc dong ciing chieu den y dinh mua hdng cua khdch hdng 2.1.11 Niem tin ciia khach hang nhu la bien trung gian Cac boat ddng CSR dugc danh gia cao neu doanh nghiep cd CR tdt va dugc xem la boat ddng tu Igi neu cd CR xau (Yoon & cdng su, 2006) Ngoai ra, cac doanh nghiep cd CR tdt dugc dy kien se cu xir tdt va it tham gia vao cac hanh vi tieu cue, nen tang cudng niem tin ciia khach hang Ddng thdi, khach hang cd niem tin ddi vdi doanh nghiep, hg se cho rang doanh nghiep dd tuan thii cac nguyen tac dao diic, quan tam den phiic Igi xa hdi (McKnight & cdng su, 2002) va dan den nhan thiic tich cue ve CSR Dua tren quan diem nay, gia thuyet dugc dua nhu sau: Hj: Niem tin cita khdch hdng Id trung gian tdc dong cua danh tieng doanh nghiep den trdch nhiem xa hoi doanh nghiep 2.2 Mo hinh nghien ciru Pham Xuan Lan & Nguyin Ngoc Hign Tpp chi Phat trign Kinh tg, 27(10), 36-55 42 CR dugc bilt din nhu la tfn hieu thdng tin v l cac boat ddng qua khii va tuang lai ciia cac doanh nghiep, anh hudng d i n each thuc khach hang nhin nhan va ddi xir vdi doanh nghiep (Fombrun, 1996) Trong nghien ciiu If thuylt tfn hieu diing di giai thich tac ddng CR din CSR, nilm tin va y djnh mua hang ciia khach hang Ngoai ra, dya vao "khung gia trj nhan thiic - Valence Frameword" la quan d i l m bd sung cua If thuylt hanh ddng hgp li, Kim va cdng sy (2009) da d l xuit khung nhan thiic m d rgng Trong do, nilm tin anh hudng tryc tiep den y djnh mua hang, ddng thdi niem tin ciing anh hudng gian tiep thdng qua hai trung gian la nhan thiic lgi fch va nhan thiic rui ro Lf thuyet diing de giai thich mdi quan he giira niem tin, CSR va y dinh mua hang ciia khach hang Hinh Mo hinh nghien ciiu dg xuit Nguon: Tac gia de xuat P h u o n g p h a p nghien citu Tac gia sii dung kit hgp phuang phap nghien ciiu djnh ti'nh va djnh lugng d l kilm djnh gia thuyet Thang ludng duge dilu chinh tir eac nghien cuu trudc cua Lam va cdng sy (2004), Fombrun va cdng sy (2000a, 2000b), Sirdeshmukh va cdng su (2002), Seines va Sallis (2003) d l thilt k l bang eau hdi va thu thap thdng tin sa c i p Sau do, tac gia sii dung phan m i m SPSS 22.0 va AMOS 22.0 d l phan ti'ch dtr lieu Pham Xuan Lan & Nguyen Ngoc Hign Tap chi Phat trign Kinh tg, 27(10), 36-55 3.1 43 Do lu-dng RepTrak'^'^ Pulse la mdt thang ludng tdng hgp vl CR dugc phat trien bdi Ponzi va cdng su (2011), thang ludng sir dyng bien quan sat lien quan den khia canh cam xiic thang ludng chi sd danh tieng (RQ - Reputation Quotien) cua Fombrun va cdng su (2000a, 2000b) dl tao mdt thang ludng rieng biet va dugc chiing minh cd tin cay cao (Fombrun & cdng sy, 2015) De phat trien cac bien ludng CSR tdt han, nham phan anh nhan thiic cua khach hang ve CSR tai VN, tac gia da tien hanh nghien ciiu thdng qua thao luan nhdm tap trung (13 khach hang mua siia bgt tre em) Ket qua cho thay hau bet cac boat ddng CSR dugc xem xet tucmg ty nhu thang ludng ciia Carroll va Shabana (2010), nhien khach hang gan y nghTa tieu cyc ddi vdi khai niem trach nhiem kinh te, hg cho rang cac bien phan trach nhiem kinh te (Vi du: Doanh nghiep tap trung vao tdi da hda Igi nhuan) cbi phuc -vu muc dich cua doanh nghiep va anh hudng den cac boat ddng cd tfnh chat xa hdi cua doanh nghiep Ngoai ra, hg cho rang nen bd sung cac bien the hien trach nhiem ddi vdi khach hang (Vi du: Trung thyc vdi khach hang) Mdt thang ludng gdm phan: Trach nhiem thuang mai, trach nhiem phap li, trach nhiem dao du'c, trach nhiem tir thien va 17 bien dugc xay dyng dya tren thang ludng CSR dugc phat trien bdi Carroll va Shabana (2010), Singh va cgng sy (2008), va ket qua tir cudc phdng van nhdm Nam bien dugc tdng hgp tir thang cua Sirdeshmukh va cdng su (2002), Seines va Sallis (2003) de ludng niem tin cua khach hang Cudi ciing, thang y djnh mua hang sir dung cac bien tir thang ciia Lam va cdng sy (2004) de ludng y dinh mua lai ctia khach hang Tat ca cac bien dugc ludng bdi thang ludng Likert myc (1: Rat khdng ddng y; 5: Rat ddng y) 3.2 Thu thdp die lieu Phdng van tryc tiep dugc thyc hien tai cac trudng mam non, cac khu vui chai giai trf tai TP.HCM, Quang Ngai, Da Ning Ddi tugng khao sat la nhiing khach hang thudng mua siia tre em, nham muc dfch khao sat thj trudng tuong ddi ddng nhit Thdi gian khao sat la tir 02/07/2016 den 17/07/2016 Sd lugng bang cau hdi phat la 400 va sd lugng thu ve la 383 bang cau hdi hgp le Pham Xuan Lan & Nguygn Ngoc Hien Tap chi Phat trign Kinh tg, 27(10) 36-55 K6t qua va thao luan 4.1 Ket qud nghien cieu Kit qua nghien cim dugc trinh bay theo bdn phin: (I) Dac dilm miu lua chgn dugc phan tich, (2) Kilm djnh thang do, (3) Cac mdi quan he giiia cac cau triic dugc udc lugng va kit qua dugc sir dung dl kilm djnh cac gia thuylt, va (4) Tac ddng trung gian ciia nilm tin dugc kiem tra 4.1.1 Dac dilm mau thdng ke Mau thing ke bao gdm 54^14,1%) nam va 329 (85,9%) nii Sd ngudi dugc hdi cd tudi tir 26 din 45 tuoi chilm da sd, la 275 ngudi (71,8%) Nghi nghiep biln nghien ciiu la can bd cdng nhan vien vdi sd lugng 142 ngudi (37,1%), ty kinh doanh/budn ban la 140 ngudi (36,6%) Xet vl trinh hgc vin, phin Idn nhirng ngudi dugc hdi cd trinh tii- cao ding trd len 330 (86,2%) Xet vl thu nhap miic thu nhap phd biln nhit la tir - trieu (52%) va tii- - 12 trieu (25.1%) Cudi ciing, cac thuang hieu sii-a dang sir dung bao gdm Vinamilk vdi 171 miu (44,6%), Abbott la 108 miu (28,2%) Friesland Campina la 41 miu (10,7%), Mead Johnson la 41 miu (6,8%) va cac thuang hieu khac la 37 miu (9,7%) Nhu vay, miu nghien ciiu cd sy phan bd tat ca cac dac dilm cua nhan khiu hgc, dd tap trung mau cd gidi tinh nir, cd tuoi tir 26 din 45, cd nghe nghiep la cdng nhan vien hoac tu kinh doanh, cd tbu nhap tir trieu din 12 trieu va cd trinh tir cao ding trd len Dac diem mau nghien ciru cd sy phan bd rdng se tdng quat hon cho tdng the nghien ciin 4.1.2 Kiem djnh thang Thang CSR: 17 bien ludng phan ciia CSR cd he sd Cronbach's Alpha dao ddng tir 0,816 - 0,874, tat ca cac bien deu dat yeu cau ve dd tin cay ludng Tiep theo, phan tich nhan td kham pha dugc sit dung de danh gia miic hgi tu Phep trich nhan td Principal Axis Factoring (PAF) va phep quay khdng vudng gdc Promax dugc sir dung Ket qua phan tfch EFA dimg lai d lan sau lin lugt loai bien quan sat: TNDD4 (Doanh nghiep tdn trgng cac nguyen tac dao ddc mdi quan he) T7vIDD2 (Doanh nghiep quan tam den quyln ngudi) va TNDD3 (Cdng ty ludn tdn trgng cac chuan myc theo quy djnh ciia phap luat), vi cd trgng so nhan td nhd ban 0,4 (Gerbing & Anderson, 1988) Ket qua cho thiy, thang CSR gom phin: Trach nhiem kinh te, trach nhiem tir thien va trach nhiem phap li Cudi ciing, kit qua phan tich nhan to khang djnh (CFA) cho thiy cac trgng so ciia biln quan sat diu ldn ban 0,5 va cd y nghTa Pham Xuan Lan & Nguygn Ngoc Hign Tap chi Phat trign Kinh tg 27(10) 36-55 45 thdng ke vdi tin cay 95% (Gerbing & Anderson, 1988), nen cac biln quan sat dat gia trj hdi tu Cac chi so Chi-square/df = 2,541 < 3; CFI = 0,961 > 0,9; GFI = 0,933 > 0,9; AGFI = 0,905 > 0,9 va RMSEA = 0,064 < 0,08 (Hair & cdng sy, 2010) nen md hinh nghien ciin phii hgp vdi dir lieu thj trudng Ngoai ra, khdng cd tucmg quan giiia cac sai sd ludng nen cac bien quan sat dat dugc tinh don hudng He sd tuang quan cua timg cap khai niem khac biet so vdi cd y nghTa thdng ke, nen cac phan dat gia tri phan biet Ket qua ciing cho thay cac thang deu dat yeu cau ve tin cay Thang CR, niem tin va y djnh mua hang ciia khach hang: He sd Cronbach's Alpha giao ddng tir 0,796 - 0,849 Ket qua phan tfch EFA cho thay khdng cd bien nao bj loai khdi md hinh Cac phan dugc danh gia tiep tyc thdng qua md hinh tdi ban, cd 32 bac ty va md hinh thich hgp vdi dii lieu thj trudng (Chi-square/df = 2,59 < 3; CFI = 0,963 > 0,9; GFI = 0,956 > 0,9; AGFI = 0,925 > 0,9 va RMSEA = 0,065 < 0,08) Ngoai ra, khdng cd tucmg quan giiia cac sai sd ludng nen cac bien quan sat dat dugc tfnh don hudng Cac trgng sd giao dgng tir 0,56 - 0,81 deu dat yeu cau va cd y nghTa thdng ke, nhu vay cac bien ludng CR, niem tin va y djnh mua hang dat gia trj hdi tu Ngoai ra, he sd tuong quan ciia timg cap khai niem khac biet so vdi cd y nghTa thdng ke nen cac phan dat gia trj phan biet Cac thang ciing dat tieu chuan ve tin cay (>0,5) Md hinh tdi ban dugc sir dung de danh gia tat ca cac khai niem md hinh Ket qua cho thay cd 237 bac ty va md hinh thfch hgp vdi dii lieu thi trudng cac bien quan sat dat dugc tfnh don hudng va gia trj hdi tu, cac phan dat gia trj phan biet (Hinh 2) 46 Pham Xuan Lan & Nguyin Ngpc Hiln Tap chi Phat trign Kinh tl, 27(10), 36-55 954 Chi-square/df; 050 Rmsea ; ,^51 CFI : 907 GFI ; 943 TLI : 000 P : 237 Df Hinh Mo hinh CFA tai han 4.1.3 LTdc lugng cac mdi quan he cau triic 4.1.3.1 Kiem djnb md hinh li thuyet bang SEM Ket qua kiem djnh md hinh cau triic dugc trinh bay d Hinh cho thay md hinh co 242 bac ty vdi p-value = 0,00 < 0,05 Cac chi sd deu phii hgp vdi dii lieu thj tru-dng (Chi-quare/df < 2; CFI, GFI, TLI > 0,9, RMSEA < 0,8) 47 Pham Xuan Lan & Nguyin Ngpc Hign Tap chi Phat trign Kinh tl, 27(10), 36-55 f f f f f f f f f f,^ 1.968 Chi-square/df; 050 Rmsea ; 949 CFI; ,905 Gf ; 942 TLI 000 P; 242 Dl Hinh Ket qua phan tich SEM mo hinh li thuyet (Da chuan hoa) Ket qua udc lugng chua chuan hda cua cac tham sd cho thay mdi quan he giiia CR va y dinh mua hang khdng cd y nghTa thdng ke, tat ca cac mdi quan he cdn lai deu cd y nghTa thdng ke Nhu vay, cac gia thuyet Hi, H2, H3, H5, He dugc chap nhan, gia thuyet H4 bj bac bd (Bang 1) Bangl Y nghTa moi quan he cac gia thuyet mo hinh He so He so chua chuan hoa chuan hoa Xiem tin