p chi Khoa hoc - Cong nghe Thdy s "HONG BAO KHOA HOC ANH HlTOfNG CUA RUI RO CAM NHAN VA KIEN THlTC EN MOI QUAN HE THOAMAN - TRUNG THANH LIEN QUAN DEN TIEU DUNG CA THE EFFECT OF PERCEIVED RISK AND KNOWLEDGE N THE SATISFACTION-LOYALTY RELATIONSHIP TOWARD FISH CONSUMPTION Ho Huy Tyu' Ngay nh^n bai, 01/10/2012; Ngiy phan bien thSng qua- 29/10/2012; Ngay duyet dang: 10/9/2013 >MTAT Nghien cuu ndy bdn lugn va kiem dinh vai tro diiu tiit kit hpp cua rui ro cdm nhgn vd kiin thuc ngudi tieu diing ng moi quan h4 thoa mdn - trung thdnh ddi vai tiiu ddng cd KSt qud chi rang moi quan he thoa man - trung thdnh yeu hem rui ro cdm nhgn tdng len, nhung tra nen manh han gia tdng kien thuc Nghien cuu ndy khdm phd : tdc dpng tuang tdc giua rui ro cdm nhgn va kiin thuc dnh huang den su trung thdnh vd mdi quan he thoa man - trung inh Vi vgy, cdc chiin litpc marketing, md gidm riu ro cho nguai tieu dimg vd cung cdp ho kien thuc phit hap, co the Id ? chien lu(rc hi^ qud de gia tdng sic trung thdnh ciia nguai tieu diing Tir khoa: Su thoa mdn, trung thdnh, nii ro cdm nhdn, kiin thirc nguoi tieu diing JSTRACT This study discusses and tests the combined moderator role of perceived risk and consumer knowledge in the 'isfaction-loyalty relationship toward fish consumption The results indicate that the satisfaction-loyalty relationship is aker when perceived risk increases but becomes stronger when knowledge increases The study also explores interaction eels between perceived risk and knowledge affecting on loyalty and the satisfaction-loyalty relationship Thus, marketing ategies, which reduce consumers'risks and educate them with relevant knowledge, may be effective strategies to increase '•ir loyalty Keywords Satisfaction, loyally, perceived risk, consumer knowledge )AT VAN DE Moi quan he thda man - trung thdnh Id chii fle an trpng marketing, dgc bidt trd Idi cau hdi cd nhilu khdeh hdng thda mdn nhung van fli, nguge Igi cd nhieng khach hdng d lai nhung 6ng thda man [5, 9, 23] Mdt cdch gidi thieh che iu ndy Id moi quan hd thda man - trung thdnh bj h hudng bd-i cdc biln flilu tilt [21 ] VI vdy, nghidn u ndy thgc hign mpt kilm djnh tdc ddng flieu tilt t hgp ctia rui ro cdm nhdn vd kiln thuc ngudi tieu ng ien m l i quan hd thda man - trung thdnh Rtii ro cdm nhdn thudng flugc hilu nhu eac ky ng mang tinh chii quan v l d c m i t mdt, Id mdt J ttuc khdi nidm quan trgng d l gidi thich va hilu vide ddnh gid, Iga ehpn vd mua hdng eua ngudi tidu diing [10] Han nu'a, hieu vai trd etia rtii ro cdm nhgn su tuang tdc vdi sg thoa mdn dnh hudng den sg tmng thdnh Id quan trpng [13] Cde nghien ciru tnrdc flay cung de nghi ring kiln thue ngudi tieu diing cd the flieu tiet moi quan hg thoa man - tmng thdnh [5, g, 23] Ngodi ra, gia tdng kiln thuc eung duge fle nghj la chiln luge hieu qud fle gidm thilu rui eho ngudi tieu diing [23] Tuy nhien, chung ta chua bilt nghien ciru ndo khdm phd sg tuang tdc giira bien so dnh hudng den mil quan hd thda man - tmng thdnh Vi vgy nghien ciru ndy duge thilt k l d l lap d l y khoang vd d l xuat d c hdm y ung dyng lien quan J H6 Huy Tgu: Khoa Kinh t^ - Tnrdng Dgi hpe Nha Trang TRUONG OAI HOC NHA TRANG • 73 Tgp chi Khoa hqc - Cong nghe Thuy sdn II c a s d L* T H U Y ^ VA PHlfONG P H A P NGHIEN cLm Rui rocdm nhgn Rill ro cam nhgn Id mdt d u true khai nigm da chilu hdn quan din cdc khia egnh thue hign khdng fldm bao v l chuc nang, mit mdt ve tdi chinh, tdm ly vd xa hpi lien quan flen mua hode sir dyng san pham/djch vy [17, 25] Rui ro cam nhdn flugc tim thiy cd anh hudng tidu cgc flIn ede mat khde ciia sg trung thdnh [13, 25] Gurhan-Canli vd Batra [14] fld khdm phd tde ddng flilu tilt ctia rui ro cdm nhdn din moi quan hg giira ddnh gid vd Iga ehpn Ndi ehung, cdm nhdn rtii ro qua cao, vugt qud mire chap nhgn etia ngudi tieu dimg, hp thudng xeay xd dl gidm tde ddng etia nhirng rui ro tiem tdng bing nhilu gidi phdp, ma mdt s l Chung Id hp chuyin dli sang cdc san phim thay thi vdi mirc rtii ro thip [8, 10, 25] Hdnh vi chuyen floi cd thi Idm suy gidm sire mgnh dg bdo ciia sg thda man bdi vi cdm gidc thda man ed the bj tin thuang, flge bidt vdi sue hip din ciia cdc phuang an thay the, lam suy gidm sue mgnh ciia sg thda man [23] Tir ddy, gid thuyet sau duge d l nghj: Gid thuyet 1: Rtii ro cam nhdn ed (a) anh hudng dm din sg tnjng vd (b) flilu tiet dm mli quan he thoa mdn - tmng thdnh Kiln thipc ngiroi tieu dung Kiln thue ngudi tidu dung duge fljnh nghTa Id sg hieu bilt etia ngudi tidu dting vl san pham [2], ed dnh hudng din su Iga ehpn, mue dO tieu diing [20] Mpt so nghien cuu cho ring kiln thuc thj trudng ciia ngudi tidu dimg cd the gitr vai trd nhu biln dieu tilt dm quan hd thda man - tmng thdnh [9, 23] Tuy nhien, ehirng mue md sg thod man duge hinh thdnh dga trdn ede kiln thue phii hgp, ddnh gid v l su thod man etia khach hang d kiln thuc eao ve sdn phim sd on djnh vd ehac Chan han so vdi cdc khach hdng cd it kien thtre ve sdn phim [12] Vi vdy, chirng ndo khach hdng cdn thda man, sire mgnh cua mil quan he thda mdn - trung thdnh dugc ky vong mgnh han nlu cde phdn ung thda man flugc hinh dua trdn nIn tang kiln thirc eao [7] Dilu hdm y rang gia tdng kiln thirc se ldm tang sue mgnh dg bdo ciia sg thda man dli vdi su trung thdnh Vi vdy gid thuyet Id: Gia thuylt 2: Kien thuc ngudi tidu diing cd (a) dnh hudng duangfloivdi su tmng thdnh va (b) flilu tilt duang mil quan hg thda man - tmng thdnh 74 • TRUCfNG OAI HOC NHA TRANG So 3/201] TiFvng tdc giua rui ro cam nhan vd kien thOt ngudi tidu dimg NhD'ng ngudi tieu diing ma cam nhgn nii ro cao vdi san pham co xu hudng dua nhieu vdo kien ihiic cua hp de Qua cac danh gia va cae quyei flinii mua hang [6] Hp ciing dua cac danh gia ch^r ehdn vd tg tin hon [12] Chinh luang kien thuc irj hg so hCru giup ho giam thieu dugc cac nji ro xoay quanh cdc quylt dmh mua hang [24] Vi vay, mot ngudi hilu biet nhilu se tim dupc nhieu cacii thirc d l phdng ngu^a va ngan chan rui ro hem so vm ngudi kem hieu bilt v l san pham Noi each khac tacflpngfeu cue ciia rui ro cam nhan len su trung thdnh vd mli quan he thda man - trung Ihanh (Jifoc \f.y vpng se giam di kien thifc ngudi tieu djng tang len [23] Gia thuylt sau duac de nghjGid thuyet Kien thuc lam (a) giam anh hudng cua riii ro cam nhan len su trung va (b) mil quan he thda man - trung San phim va mlu dieu tra Cd thudng duoc sir dung cac nghign ctru ve rui ro va kien thdc ngudi tieu diing [6, 23] va nghien cii'u cung xem ca la d6i tugng khac sdt 00- lidu tL> 387 ngudi tieu dung ca dLJOC Ihu thdp thudn tien tir cha dia phuang tai Ha Ngi b^ng bang d u hdi dieu tra thong qua phong van true tiep Nhirng ngudi tra Idi da so la phu nu (64 5%], da lap gia dinh (74 9%), c6 trmh hoc v^n den hetclpS (69.2 %), va tuoi ddi trung binh la 43, trai dai tir 20 den 79 Bo lu-d-ng cac cau true khai niem Sg thda man duoc lu'dng tren thang dii cue dilm vdi muc hoi dudi dang "Khi an ca biln, tdi d m t h i y (1) Khong hai Idng/Hai long, (2; Khdng thda man/ Thoa man, va (3) Chan/Phan khich [18] Nghien ciru ndy diing myc hdi dl iifdng su trung thdnh trdn khung nam tinh trung binh s6 lan dn ed bien tren tuan, s l lan an ca bien tuSn qua vd tuin din [18, 23] Rtii ro cam nhan dugcdarti gid tren khia canh' rtii ro chLrc nang, tai chirh, stre khde vd xa hpi trdn thang Likert diem voi ldi binh: Khi mua ca bien eho bua an hang gia dinh tdi e ngai: (1) se khdng ngon nhu mong mu6n (2) se mat tien md khdng dn duoc, (3) se khong to: cho sire khde, va (4) cdc thdnh vien gia dinh phan floi [15, 17] Kiln thtre ngudi tieu diing dupc ludng tren thang Likert flilm vdi Idi binh "Ban be xem tdi la chuyen gia v l cs bien, Toi co rhieu kiln thirc v l d e h ddnh gid chit luong ctia ca bien' va "Tdi ed nhieu kiln thue v l danh gia lieu ca bien d nil ro hay khdng njl ro" [23] Tap chi Khoa hoc - Cong nghe Thuy sdn II KfiT QUA So 3/2013 N G H I £ N cCm v A T H A O L U A N 1.D9tin c | y v a g i i t r j Ket qua to bSng co 6iit?c tif is&c hit?r\g m6 hinh So lifang vdi ap phij hpp kha tot (c'= 138.6, df= 59, D < 0.001; R M S E A = 0.06; G F I = 0.95; C R = 0.98) [4] Bdng Cdc cau true khai nif m va hf so tuong quan c i u Injc k h ^ ni^m Tr^ng s6 nhin t-values CR « „ EV Std H$ so tifong quan Thoa 0.93 - 0.96 24.1 - 25.3 0.97 0.90 Tnjng 0.76 - 0.87 16.6 - 20.3 0.86 Rui ro cam nhan 0.68 - 0.80 12.1 -16.4 0.79 Kiin thi>c 0.84 - 0.95 20.2 - 24.4 0.92 4.14 1.73 0.66 2.87 1.38 0.60 0.52 4.10 1.18 -0.42 -0.45 - 0.78 3.40 1.45 0.49 0.52 -0.24 CAc h4 s6 tuong quan diu kh6c 0c6y ngtiia mCK p < 0.001; CRDfUnc^y tSngftpP."EV; Phuang sai frich Tat d he so fld tin cay tong hgp deu vugt qua mire toi thieu 0.60, vd cdc hg so phuang sai trich eung deu Idn han ngudng de nghj toi thilu id 0.50 [3] Cdc so nhdn to deu cd y nghTa thing kd (p < 0.001: (-value > 10) vdi gid tri trai ddi ttr 0.68 flen 0.96 Kit qud ndy chi dp gid tri hpi ty vd dp tin d y eiJa cdc d u tnje Ngodi ra, d e hd s l tuang quan deu n h l han 0.60, vd hd so tuang quan binh phuang eua edc d p cau true khdi nigm (gid trj Idn nhat Id 0.36) d i u nhd ban phuang sai trich trung binh eua cdc d p cau tnic khdi nigm tuang ipng, md chi dd gid trj phdn bigt cda cdc ludng d u tale khai niem [3] K i l m djnh cdc gid thuyet Phuang phdp udc iugng budc dugc d l xult bdi Ping [19] floi vdi kilm djnh tdc dpng tuang tdc eho biln md duge si> dyng Theo do, mgt phdn tich thang bge hoi quy bien dieu tiet flugc sir dyng d l ude lugng cdc tdc dpng [1] theo md hinh trdn bang Kit qua phdn tieh chi dp phii hgp chap nhdn flugc cOa cd md hinh (RMSEA = 0.06-0.07; GFI = 0.91-0.99; CFI = 93-1.00) [4] Bdi vi cdc k i t qua Id nhat qudn che ed md hinh, edc k i t lugn sau fldy se dga tren md hinh flieu flieu tiet Bang K i l m djnh cdc gia thuyet Mo lilnh TM HI RR H2a KT H3a TMxRR H2b TMxKT H3b RRxKT H4a TM X RR X KT H4b R' loyalty (%) •p