Factors influencing the decision ò purchasing electronic devices at a supermarket in thanh hoa city

Thesis for the Degree of Master Factors influencing the decision of purchasing electronic devices at a supermarket in Thanh Hoa city June 2017 Department of Business Administration Graduate School of Soongsil University Do Thi Hong Xinh Thesis for the Degree of Master Factors influencing the decision of purchasing electronic devices at a supermarket in Thanh Hoa city June 2017 Department of Business Administration Graduate School of Soongsil University Do Thi Hong Xinh Thesis for the Degree of Master Factors influencing the decision of purchasing electronic devices at a supermarket in Thanh Hoa city A thesis supervisor: prof Shin, Ho Chul Thesis submitted in partial fulfillment of the requirements for the Degree of Master June 2017 Department of Business Administration Graduate School of Soongsil University Do Thi Hong Xinh To approve the submitted thesis for the Degree of Master by Do Thi Hong Xinh Thesis Committee Chair Gim, Gwang Yong (signature) Member Park, Jong Woo (signature) Member Hoang Dinh Hai (signature) June 2017 Graduate School of Soongsil University ACKNOWLEDGEMENT I would like to thank my supervisors Prof Shin Ho Chul, who gave me valuable assistance and advices in completing the dissertation and the Master of Business Administration course I also thank to all lecturers and staff of Soongsil University and Hong Duc University for their supports Thanks to Home Centre electronic supermarket (HC) in Thanh Hoa city and my workmates who provided me information to fulfill the research Specially thanks to my family and my friends for their encouragement during the time to study and the research TABLE OF CONTENTS ABSTRACT viii CHAPTER INTRODUCTION 1.1 The urgency of the subject 1.2 Research objectives 1.3 The scope of research 1.4 Contributions of the subject 1.5 The structure of the thesis CHAPTER THEORICAL BASIS AND STUDY MODEL 2.1 Theories related to the decision of the buyers 2.1.1 The theory of consumer behavior 2.1.2 Theory of Reasoned Action (TRA) 2.1.3 Theory of Planned Behavior (TPB) 12 2.1.4 Theory of After Sales Service 14 2.2 Factors that affect the behavior of the buyers 14 2.2.1 Cultural elements 16 2.2.2 Social Factors 16 2.2.3 Personal factors 18 2.2.4 Psychological factors 19 2.2.5 Marketing factors 21 - i- 2.3 Previous Studies 23 2.4 The proposed research model and research hypothesis 28 2.4.1 The proposed research model 28 2.4.2 Research hypothesis 29 2.5 Summary of chapter 31 CHAPTER METHODOLOG Y 32 3.1 Collection of information 32 3.2 Sources of information 32 3.2.1 Primary information sources 32 3.2.2 Secondary information sources 33 3.3 Research design 33 3.4 Qualitative research 37 3.4.1 Qualitative research design: 37 3.4.2 Qualitative research results 38 3.5 Quantitative research 39 3.5.1 Sample design of research and data collection 39 3.5.2 Questionnaire Design 40 3.5.3 Data analysis method 43 3.6 Summary of chapter 47 CHAPTER RESEARCH RESULTS 48 4.1 Describe survey sample 48 4.2 Exploratory Factor Analysis (EFA) 50 - ii - 4.2.1 EFA results of independent variables 50 4.2.2 The EFA analysis for dependent variable 52 4.3 Testing the reliability of the scale by Cronbach's Alpha 53 4.4 Correlation and regression analysis 56 4.4.1 Correlation coefficient between variables 56 4.4.2 Regression analysis 58 4.4.3 Review the fit of the regression 59 4.4.4 Determine the importance of the variables in the model 60 4.4.5 Collinearity Diagnostics 62 4.5 Testing the difference according to personal characteristics 62 4.5.1 Difference testing according to the gender of the respondents 62 4.5.2 Difference testing according to the age of the respondents 62 4.5.3 Difference testing according to monthly income of the respondents 63 4.5.4 The Difference testing according to the Frequency to the Supermarket63 4.6 Discussion 64 CHAPTER CONCLUSIONS AND RECOMMENDATIONS 68 5.1 Conclusion 68 5.2 Implication 69 5.2.1 Increasing the variety of products 69 5.2.2 Completing the pricing policy 69 5.2.3 Constantly improving service quality 70 5.2.4 Complete promotional activities 71 - iii - 5.2.5 Building a wide distribution system 73 5.3 Limitations and recommendations for futher studies 74 REFERENCES 76 APPENDICES 81 - iv - Price Reliability S tatistics Cronbach's Alpha N of Items 886 Item S tatistics M ean Std Deviation N PRI1 5.91 1.055 210 PRI2 5.95 1.048 210 PRI3 5.97 1.039 210 PRI4 5.84 1.106 210 PRI5 5.88 1.021 210 Item-Total S tatistics Scale M ean if Scale Variance Corrected Cronbach's Item Deleted if Item Deleted Item-Total Alpha if Correlation Item Deleted PRI1 15.65 12.344 758 853 PRI2 15.61 12.612 720 862 PRI3 15.59 12.865 687 869 PRI4 15.72 12.232 726 861 PRI5 15.68 12.716 729 860 - 97 - Service Reliability S tatistics Cronbach's Alpha N of Items 852 Item S tatistics M ean Std Deviation N SER1 6.16 1.064 210 SER2 5.91 1.101 210 SER3 6.02 1.019 210 SER4 6.03 1.016 210 SER5 5.72 1.086 210 Item-Total S tatistics Scale M ean if Item Scale Corrected Cronbach's Deleted Variance if Item-Total Alpha if Item Item Deleted Correlation Deleted SER1 15.68 11.702 651 825 SER2 15.93 11.192 701 811 SER3 15.82 11.651 702 812 SER4 15.81 11.731 690 815 SER5 16.12 12.023 580 844 - 98 - Promotion Reliability S tatistics Cronbach's Alpha N of Items 847 Item S tatistics Std Deviation M ean N PRM 4.90 1.106 210 PRM 5.00 1.157 210 PRM 4.83 1.165 210 PRM 4.89 984 210 PRM 5.00 1.072 210 Item-Total S tatistics Scale M ean if Scale Variance Corrected Cronbach' Item Deleted if Item Deleted Item-Total s Alpha if Correlation Item Deleted PRM 11.72 11.897 736 794 PRM 11.61 12.085 660 815 PRM 11.79 11.853 688 807 PRM 11.72 13.301 622 825 PRM 11.61 13.109 577 836 - 99 - Place Reliability S tatistics Cronbach's Alpha N of Items 783 Item S tatistics M ean Std Deviation N PLA1 6.24 891 210 PLA2 6.22 968 210 PLA3 6.10 976 210 PLA4 5.99 1.000 210 Item-Total S tatistics Scale M ean if Scale Variance Corrected Cronbach's Item Deleted if Item Deleted Item-Total Alpha if Item Correlation Deleted 12.30 5.926 507 769 12.32 5.158 642 701 12.44 5.157 634 705 12.56 5.281 574 738 PLA1 PLA2 PLA3 PLA4 Decision Reliability S tatistics Cronbach's Alpha N of Items 827 - 100 - Item S tatistics M ean Std Deviation N DEC1 5.90 1.085 210 DEC2 5.91 1.086 210 DEC3 5.79 1.105 210 DEC4 5.88 1.126 210 Item-Total S tatistics DEC1 DEC2 DEC3 DEC4 Scale M ean if Scale Variance if Corrected Cronbach's Item Deleted Item Deleted Item-Total Alpha if Item Correlation Deleted 11.58 7.748 636 790 11.57 7.692 647 785 11.70 7.658 636 790 11.60 7.283 694 763 - 101 - III.3 Explatory Factor Analysis (EFA) EFA for independent variables KMO and Bartlett's Test Kaiser-M eyer-Olkin M easure of Sampling Adequacy Bartlett's Test of Sphericity 892 Approx Chi-Square 2475.530 df 300 Sig .000 Total Variance Explained Com Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings pone nt Total %of Cumulat Variance ive % Total %of Cumulat Variance ive % Total %of Cumulati Variance ve % 7.958 31.833 31.833 7.958 31.833 31.833 3.520 14.080 14.080 3.184 12.738 44.571 3.184 12.738 44.571 3.149 12.598 26.678 1.902 7.609 52.180 1.902 7.609 52.180 3.108 12.431 39.109 1.320 5.279 57.459 1.320 5.279 57.459 3.060 12.241 51.350 1.062 4.249 61.708 1.062 4.249 61.708 2.589 10.358 61.708 860 3.441 65.149 829 3.316 68.465 767 3.069 71.534 730 2.922 74.456 10 638 2.553 77.009 11 603 2.412 79.421 - 102 - 12 583 2.330 81.751 13 569 2.278 84.029 14 482 1.927 85.956 15 457 1.827 87.783 16 421 1.684 89.467 17 390 1.559 91.026 18 375 1.500 92.526 19 333 1.333 93.860 20 314 1.256 95.115 21 270 1.078 96.194 22 257 1.029 97.223 23 251 1.004 98.227 24 233 933 99.160 25 210 840 100.000 Extraction Method: P rincipal Component Analysis - 103 - Rotated Component Matrixa Component PRO1 217 019 726 043 161 141 015 666 337 -.083 200 053 518 160 131 212 037 542 102 100 123 -.011 711 -.031 201 179 -.019 686 245 075 824 -.062 197 173 105 763 -.054 218 264 092 689 -.025 198 259 226 748 076 251 093 244 690 -.066 323 163 246 SER1 241 018 032 695 273 SER2 139 040 183 747 284 SER3 208 034 134 705 291 SER4 292 053 166 795 225 SER5 136 035 287 713 046 PRM -.019 842 -.043 054 -.109 PRM 020 798 107 -.063 052 PRM -.010 814 -.033 036 -.071 PRM -.114 760 -.006 034 034 PRM 041 715 034 051 -.006 PRO2 PRO3 PRO4 PRO5 PRO6 PRI1 PRI2 PRI3 PRI4 PRI5 - 104 - PLA1 126 063 002 204 637 PLA2 189 -.093 136 185 775 PLA3 155 -.088 258 266 705 PLA4 231 -.032 209 188 688 Extraction M ethod: Principal Component Analysis Rotation M ethod: Varimax with Kaiser Normalization a a Rotation converged in iterations EFA for dependent variable KMO and Bartlett's Test Kaiser-M eyer-Olkin M easure of Sampling Adequacy Bartlett's Test of Sphericity 805 Approx Chi-Square 292.962 df Sig .000 Total Variance Explained Comp onent Initial Eigenvalues Total Extraction Sums of Squared Loadings % of Cumulativ Variance e% 2.635 65.884 65.884 518 12.941 78.825 463 11.566 90.391 384 9.609 100.000 Extraction M ethod: Principal Component Analysis - 105 - Total 2.635 % of Cumulative Variance % 65.884 65.884 Component Matrixa Component DEC1 799 DEC2 808 DEC3 798 DEC4 841 Extraction M ethod: Principal Component Analysis a components extracted III.4 Regression analysis Model S ummaryb M ode R R Square l 730 a Adjusted R Std Error of Square the Estimate 533 521 Durbin-Watson 61804 1.843 a Predictors: (Constant), Place, Service, Promotion, Price, Product b Dependent Variable: Decision ANOVAa M odel Sum of df M ean Squares Sig Square Regression 88.854 17.771 Residual 77.922 204 382 166.776 209 Total F a Dependent Variable: Decision b Predictors: (Constant), Place, Service, Promotion, Price, Product - 106 - 46.524 000b Residuals S tatistics a M inimum M aximum M ean Std N Deviation Predicted Value Residual Std 1.5281 5.0636 3.8702 65203 210 -1.69171 2.04938 00000 61060 210 -3.592 1.830 000 1.000 210 -2.737 3.316 000 988 210 Predicted Value Std Residual a Dependent Variable: Decision III.5 Analyze the difference based on respondents’ characteristics Difference by gender Group S tatistics Gender N M ean Std Std Error M ean Deviation Decision M ale 112 3.7969 85657 08094 98 3.9541 93082 09403 Female Independent S amples Test Levene's Test t-test for Equality of M eans for Equality of Variances F Sig t df Sig M ean Std Error 95% Confidence (2- Differ Differenc Interval of the tailed) - 107 - ence e Difference Decisio Equal n variances 115 734 -1.274 208 204 - Lower Upper 12338 -.40044 08602 12406 -.40186 08745 15721 assumed Equal -1.267 198.680 207 variances 15721 not assumed Difference by age Test of Homogeneity of Variances Decision Levene Statistic df1 4.882 df2 Sig 206 003 ANOVA Decision Sum of df M ean Squares Between F Sig Square 30.290 10.097 Within Groups 136.487 206 663 Total 166.776 209 Groups Multiple Comparisons Dependent Variable: Decision Dunnett t (2-sided)a - 108 - 15.239 000 (I) Age (J) Age M ean Std Sig Differen Error 95% Confidence Interval ce (I-J) Lower Upper Bound Bound 18 – 30 > 50 82056* 15021 000 4635 1.1776 30 – 40 > 50 72842* 15595 000 3577 1.0991 40 – 50 > 50 91261* 15992 000 5325 1.2928 * The mean difference is significant at the 0.05 level a Dunnett t-tests treat one group as a control, and compare all other groups against it Difference by Frequency to electronics in the past year Test of Homogeneity of Variances Decision Levene Statistic 8.140 df1 df2 Sig 206 000 ANOVA Decision Sum of df M ean Square F Sig Squares Between Groups 18.369 6.123 Within Groups 148.408 206 720 Total 166.776 209 - 109 - 8.499 000 Multiple Comparisons Dependent Variable: Decision Dunnett t (2-sided)a (I) Frequency (J) Freque ncy M ean Std Difference (I- Error Sig 95% Confidence Interval J) One time a year -.65731* Often 17848 Lower Upper Bound Bound 001 - -.2356 1.0790 Every months Often -.48772* 16405 009 -.8753 -.1001 Every months Often 03912 16343 990 -.3470 4253 * The mean difference is significant at the 0.05 level a Dunnett t-tests treat one group as a control, and compare all other groups against it Difference by Income Test of Homogeneity of Variances Decision Levene Statistic df1 9.101 df2 Sig 206 000 ANOVA Dependent Variable: Decision Sum of df M ean Square F Sig Squares Between 45.487 15.162 - 110 - 25.752 000 Groups Within 121.290 206 166.776 209 589 Groups Total Multiple Comparisons Dependent Variable: Decision Dunnett t (2-sided)a M onthly M ean Std Income Difference Error Sig Interval (I-J) Under Above 15 million million – under 10 Above 15 million million 10 – under Above 15 15 million million 95% Confidence Upper Bound Bound -1.49583* 17628 000 -1.9089 -1.0827 -.63812* 15370 000 -.9983 -.2779 -.47366* 16572 012 -.8620 -.0853 a Dunnett t-tests treat one group as a control, and compare all other groups against it - 111 - T h Lower * The mean difference is significant at the 0.05 level (I)