(Luận văn) the intention of vietnammese customer to purchase counterfeit product, a theory of planned behavior approach

t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ng hi ep w n Nguyen Thi Thu Trang lo ad ju y th yi pl n ua al THE INTENTION OF VIETNAMESE CUSTOMER TO PURCHASE COUNTERFEIT PRODUCT: A THEORY OF PLANNED BEHAVIOR APPROACH n va ll fu oi m at nh z z ht vb k jm om l.c gm MASTER OF BUSINESS (Honours) n a Lu n va y te re Ho Chi Minh City – Year 2014 t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ng hi ep w n Nguyen Thi Thu Trang lo ad ju y th yi pl n ua al THE INTENTION OF VIETNAMESE CUSTOMER TO PURCHASE COUNTERFEIT PRODUCT: A THEORY OF PLANNED BEHAVIOR APPROACH n va ll fu oi m at nh z z ht vb k jm ID: 22110070 n a Lu SUPERVISOR: Nguyen Thi Mai Trang om l.c gm MASTER OF BUSINESS (Honours) n va y te re Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT t to ng This thesis could not be accomplished without the help, advise, support, hi guidance and encouragement of many people ep I wish to express my sincere gratitude to my advisor, Dr Nguyen Thi Mai w n Trang, for her clear and careful direction, guidance and correction to my thesis, lo ad especially for her enthusiasm in answering reminding, help and support y th ju Secondly, I would like to thank my dear colleagues, friend and classmates for their yi invaluable advice, help, encouragement and support during the time I was doing this pl ua al thesis n Last but not least, I would like to express my great thanks to my husband and va my family for their support, assistance and encouragement for my study and thesis n ll fu fulfillment oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re ABSTRACT t to Vietnam is a developing country so counterfeit products are more than ng increase appeared in Vietnam However, so far the study for customer intention to hi ep purchase counterfeit products in Vietnam has not yet been thoroughly conducted This research is carried out with the objectives to identify the measurement scale of w n customer intention to purchase counterfeit products, identify the factors that impact lo ad on customer intention to purchase counterfeit products and measure the strength of ju y th relationship between these factors and customer intention to purchase counterfeit products in the Vietnam yi pl ua al This research is done by a thorough literature review on concepts relating to n customer intention to purchase counterfeit products from which the initial research n va model and hypotheses are constructed Research process has two steps including ll fu Generation of Items used to assure the appropriateness of the initial research model; oi m Survey and data analysis used to collect the answer for the survey on various at analysis nh peoples in the South Region of Vietnam with the sample size of 329 for data z z ht vb Number of statistical analysis techniques are used to analyze the data jm collected via SPSS program With research model which has factor analysis results k in the identification of factors having significant impact to customer intention to gm purchase counterfeit products, and the extraction of three factor groups named as om l.c Attitude toward the Behavior to purchase counterfeit products, Subjective Norm and Perceived Behavioral Control After regression analysis proved that attitude toward a Lu the behavior to purchase counterfeit products has the highest impact Besides that, n relationship between attitude toward purchasing counterfeit product and customer y te re intention to purchase counterfeit product n va this study also researches the impact of perceived financial control on the TABLE OF CONTENTS t to ng ACKNOWLEDGEMENT hi ep ABSTRACT TABLE OF CONTENTS w LIST OF ABBREVIATIONS n lo LIST OF TABLES ad y th LIST OF FIGURES ju CHAPTER INTRODUCTION yi 1.1 Research background pl ua al 1.2 Research objectives n 1.3 Research scope va 1.4 Research contribution n ll fu 1.5 Research structure oi m CHAPTER LITERATURE REVIEW nh 2.1 Counterfeit products at 2.2 Theory of Planned Behavior z z 2.3 Customer intention to purchase counterfeit product vb ht 2.4 Attitude towards the behavior to purchase counterfeit product 10 jm 2.5 Subjective Norms 11 k gm 2.6 Perceived Behavioral Control 12 l.c 2.7 Perceived financial control 13 om 2.8 Research Model 14 a Lu 2.9 Hypotheses summary 14 n CHAPTER RESEARCH DESIGN 17 3.4 Sampling techniques 21 y 3.3 Sample Size 20 te re 3.2 Measurement scale 19 n va 3.1 Research design 17 3.5 Data collection method 21 t to 3.6 Data analysis method 22 ng 3.6.1 Statistical method 22 hi ep 3.6.2 Descriptive statistics 22 3.6.3 Reliability analysis 22 w n 3.6.4 Exploratory factor analysis 23 lo ad 3.6.5 Multiple regression analysis 23 y th CHAPTER DATA ANALYSIS 24 ju 4.1 Descriptive statistics 24 yi pl 4.2 Assessment and refinement of measurement scale 25 ua al 4.2.1 Refinement of measurement scale 25 n 4.2.2 Exploratory Factor Analysis (EFA) 29 va n 4.3 Multiple Linear Regression 31 fu ll 4.3.1 Test of assumption 32 m oi 4.3.2 Correlation analysis 33 at nh 4.3.3 Regression analysis 33 4.3.4 Hypotheses testing 35 z z 4.3.5 Moderating effect: Perceived Financial Control 37 vb ht CHAPTER CONCLUSIONS 44 jm 5.1 Findings 44 k gm 5.2 Managerial implications 46 l.c 5.2.1 Attitude towards the behavior to purchase counterfeit products 46 om 5.2.2 Subjective Norms 47 a Lu 5.2.3 Perceived Financial Control 48 n 5.3 Limitations and future research direction 49 y BẢNG CÂU HỎI te re APPENDIX A QUESTIONARIES n va REFRENECES 50 APPENDIX B: GUIDELINE FOR QUALITATIVE IN-DEPTH t to INTERVIEW ng APPENDIX C: SURVEY RESULTS hi ep APPENDIX D: RESULTS OF MULTIPLE LINEAR REGRESSIONS APPENDIX E: RESULTS OF MULTIPLE LINEAR REGRESSIONS FOR w n MORDERATING VARIABLE lo ad APPENDIX F: HISTOGRAM, NORMAL REGRESSION & SCATTER y th PLOT OF DEPENDENT VARIABLE: CUSTOMER INTENTION TO ju PURCHASE COUNTERFEIT PRODUCT yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re LIST OF ABBREVIATIONS t to ng hi TPB: Theory of Planned Behavior ep BIN: Customer intention w ATB: Attitude towards the behavior to purchase counterfeit products n lo SUN: Subjective norms ad PBC: Perceived Behavioral Control y th PFC: Perceived Financial Control ju yi PFC_L: Perceived Financial Control with low group pl PFC_H: Perceived Financial Control with high group n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re LIST OF TABLES t to ng Table 2.1: Operational definitions of constructs 15 hi Table 3.1: Measurement scales 19 ep Table 3.2: Measurement scale after Qualitative Research 20 w Table 4.1 Descriptive statistics 25 n lo Table 4.2: Reliability analysis of dependent factor 26 ad Table 4.3: Reliability analysis of independent factors 27 y th Table 4.4 Rotated Component Matrix 31 ju yi Table 4.5 Correlation statistics 33 pl Table 4.6 Model Summary of multiple regression analysis 34 al ua Table 4.7 ANOVA of multiple regression analysis 34 n Table 4.8 Coefficients of multiple linear regression 35 va n Table 4.9 Hypotheses summary 36 ll fu Table 4.10 Summary result of the effect moderating variable 39 oi m Table 4.11 ANOVA summary result 40 at nh z z ht vb k jm om l.c gm n a Lu n va y te re LIST OF FIGURES t to ng Figure 2.1: Research model 14 hi Figure 3.1 Research process 18 ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi ep Subjective Norms With regard to this Nguyen Van Thong, How much your 28 years old, Project parents think you item, respondent should purchase Engineer suggested the counterfeit product? change the Nguyen Thanh Thuong, 24 years question statement old, Buyer by positive statement Ngo Cong Truong, How much your 28 years old, partners think you should purchase Manager counterfeit product? Ngo Phan Xuan Thi, 24 years old, How much your Shop Owner friends think you should purchase counterfeit product? Your parents think you should purchase counterfeit products w n Your partners think you should purchase counterfeit products lo ad ju y th yi Your friends think you should purchase counterfeit products pl n ua al How much your relatives think you should purchase counterfeit product? n va Your relatives think you should purchase counterfeit products ll fu oi m Perceived Behavioral Control nh I have enough time to All respondents find and purchase understand the content questions counterfeits I have enough time to at find z z enough purchase have enough information to find and gm access counterfeits l.c access counterfeits k information to find and I jm have ht I and counterfeits vb I am able to control and I am able to control and solve difficulties when solve difficulties when finding/purchasing finding/purchasing counterfeits counterfeits om n a Lu Nguyen Van Thong, 28 years old, Project Engineer Nguyen Thanh Thuong, 24 years old, Buyer Ngo Cong Truong, 28 years old, Manager Ngo Phan Xuan Thi, 24 years old, Shop Owner n va y te re Perceived Financial Control t to ng hi ep Nguyen Van Thong, 28 years old, Project Engineer Nguyen Thanh Thuong, 24 years old, Buyer Ngo Cong Truong, 28 years old, Manager Ngo Phan Xuan Thi, 24 years old, Shop Owner w n lo ad I could likely afford to All respondents pay such a price for understand the content questions purchasing original I could likely afford to products products For me to spend a lot of For me to spend a lot of money for purchasing money for purchasing original original products is easy products pay such a price for purchasing is original ju y th easy My personal income My personal income spend money for original pl permits me to easily al yi permits me to easily money ua spend for products n original products va n Customer intention to purchase counterfeit product I will make effort to buy Nguyen Van Thong, I will make effort to All respondents 28 years old, Project buy counterfeits next understand the counterfeits next Engineer content questions month month Nguyen Thanh Thuong, 24 years I will plan to purchase I will plan to purchase old, Buyer any counterfeits next any counterfeits next Ngo Cong Truong, 28 years old, months months Manager I will expect to I will expect to purchase Ngo Phan Xuan Thi, 24 years old, purchase any any counterfeits next Shop Owner counterfeits next months ll fu oi m at nh z z ht vb k jm om l.c gm months If I had the opportunity, I I would buy counterfeits would buy n a Lu If I had the opportunity, n va counterfeits y questions and expressed that these questions were proper to ask people about the te re In summary, all respondents stated that they understand clearly the meaning of the customer intention to purchase counterfeit product in Ho Chi Minh City and Binh t to Duong province ng B Vietnamese version hi ep Thông tin người phản hồi Câu hỏi gốc Câu hỏi chỉnh sửa Phản hổi w Thái độ hành vi mua hàng giả Nguyễn Văn Thơng, Nhìn chung, hàng giả Những người phản hồi 28 tuổi, Kỹ sư dự án, có chất lượng thỏa hiểu câu hỏi gốc nên đáng tỉnh Bình Dương khơng cần thay đổi Ngyễn Thanh Thương, 24 tuổi, Nhìn chung, hàng giả Họ phản hồi cần thay đổi nhân viên mua hàng, thực tế từ “thực tế” sang “thiết tỉnh Bình Dương thực” để dễ hiểu n Generally speaking, counterfeits have satisfying quality lo ad ju y th yi Nhìn chung, hàng giả thiết thực pl n ua al n va Nhìn chung, hàng giả tin cậy Nhìn chung, hàng giả tin cậy ll fu Những người phản hồi hiểu câu hỏi gốc nên không cần thay đổi oi m Đối với tơi, mua/sử dụng hàng giả thói quen tiết kiệm at nh Đối với tôi, mua/sử dụng hàng giả thói quen tiết kiệm z z vb Đối với tơi, tìm mua/sử dụng hàng giả thuận tiện ht k jm Đối với tơi, tìm mua/sử dụng hàng giả thuận tiện Đối với tôi, mua/sử dụng hàng giả thể khôn ngoan om l.c a Lu Đối với tôi, mua/sử dụng hàng giả điều tự hào n n va Đối với tôi, mua/sử dụng hàng giả điều tự hào gm Đối với tôi, mua/sử dụng hàng giả thể khôn ngoan y te re t to ng hi ep Chỉ tiêu chủ quan Họ phản hồi cần Nguyễn Văn Thông, Bao nhiêu cha mẹ 28 tuổi, Kỹ sư dự án, bạn nghĩ bạn nên thay đổi từ câu hỏi mua hàng giả? tỉnh Bình Dương sang câu khẳng định để dễ hiểu Ngyễn Thanh Thương, 24 tuổi, Bao nhiêu người nhân viên mua hàng, xung quanh bạn tỉnh Bình Dương nghĩ bạn nên mua Ngô Công Trường, hàng giả? 28 tuổi, trưởng Bao nhiêu bạn bè phòng, tỉnh Bình bạn nghĩ bạn nên Dương mua hàng giả? Ngô Phan Xuân Thi, 24 tuổi, chủ cửa hàng thời trang, Bao nhiêu người thân TPHCM bạn nghĩ bạn nên mua hàng giả? Cha mẹ nghĩ nên mua hàng giả Những người xung quanh nghĩ nên mua hàng giả w n lo ad ju y th Bạn bè nghĩ nên mua hàng giả yi pl al n ua Người thân nghĩ nên mua hàng giả n va fu ll Nhận thức điều khiển hành vi m Tơi có đủ thời gian để tìm/mua hàng giả oi Tơi có đủ thời gian để tìm/mua hàng giả Những người phản hồi hiểu câu hỏi gốc nên không cần thay đổi at nh z Tơi có đủ thơng tin để tìm tiếp cận hàng giả ht vb Tơi có đủ thơng tin để tìm tiếp cận hàng giả z k jm Tơi kiểm sốt giải khó khăn tìm/mua hàng giả om l.c Tơi kiểm sốt giải khó khăn tìm/mua hàng giả gm n a Lu Nguyễn Văn Thơng, 28 tuổi, Kỹ sư dự án, tỉnh Bình Dương Ngyễn Thanh Thương, 24 tuổi, nhân viên mua hàng, tỉnh Bình Dương Ngơ Cơng Trường, 28 tuổi, trưởng phịng, tỉnh Bình Dương Ngơ Phan Xn Thi, 24 tuổi, chủ cửa hàng thời trang, TPHCM n va y te re Nhận thức kiểm sốt tài t to ng hi ep Nguyễn Văn Thông, 28 tuổi, Kỹ sư dự án, tỉnh Bình Dương Ngyễn Thanh Thương, 24 tuổi, nhân viên mua hàng, tỉnh Bình Dương Ngơ Cơng Trường, 28 tuổi, trưởng phịng, tỉnh Bình Dương Ngơ Phan Xn Thi, 24 tuổi, chủ cửa hàng thời trang, TPHCM Tơi có khả chi trả cho mức giá hàng thật Tơi có khả chi trả cho mức giá hàng thật Những người phản hồi hiểu câu hỏi gốc nên không cần thay đổi w n Với tôi, việc bỏ số tiền lớn để mua hàng thật dễ dàng Thu nhập cho phép dễ dàng bỏ tiền mua hàng thật Thu nhập cho phép dễ dàng bỏ tiền mua hàng thật lo Với tôi, việc bỏ số tiền lớn để mua hàng thật dễ dàng ad ju y th yi pl n ua al va n Ý định mua hàng giả khách hàng Những người phản Nguyễn Văn Thông, Tôi nỗ lực để mua hàng giả tháng 28 tuổi, Kỹ sư dự án, hồi hiểu câu hỏi tới tỉnh Bình Dương gốc nên không cần thay đổi Ngyễn Thanh Thương, 24 tuổi, Tôi lập kế hoạch để nhân viên mua hàng, mua hàng giả tỉnh Bình Dương tháng tới Ngơ Công Trường, 28 tuổi, trưởng Tôi mong đợi để mua phịng, tỉnh Bình hàng giả tháng Dương tới Ngô Phan Xuân Thi, 24 tuổi, chủ cửa hàng thời trang, Nếu có cơi hội, tơi TPHCM mua hàng giả ll fu Tôi nỗ lực để mua hàng giả tháng tới oi m at nh z Tôi lập kế hoạch để mua hàng giả tháng tới z ht vb k jm om l.c gm Tôi mong đợi để mua hàng giả tháng tới n a Lu Nếu có cơi hội, mua hàng giả n va giả khách hàng thành phố Hồ Chí Minh tỉnh Bình Dương y bày tỏ câu hỏi thích hợp để hỏi người ý định mua hàng te re Kết đạt tất người trả lời nói họ hiểu rõ ý nghĩa câu hỏi APPENDIX C: SURVEY RESULTS t to Kaiser-Meyer-Olkin Measure of Sampling 0.860 ng Adequacy hi ep Bartlett's Test of Sphericity Approx Chi- 3,173.593 Square w n lo ad df 91.000 Sig 0.000 ju y th yi KMO and Barlett’s Test of independent factors pl ua al Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.787 n Approx n va Bartlett's Test of Sphericity Chi1,145.307 ll fu Square oi m nh df 6.000 Sig 0.000 at KMO and Barlett’s Test of dependent factors z Measure 0.674 ht jm Bartlett's Test of Sphericity Sampling vb Adequacy of z Kaiser-Meyer-Olkin Approx Chi- k 3.000 om l.c Sig df 349.900 gm Square n KMO and Barlett’s Test of perceived financial control factor a Lu 0.000 n va y te re Component Initial Eigenvalues Extraction Sums of Squared t to ng Loadings hi Total % of Cumulative Total % ep Variance % w of Cumulative Variance % 78.708 78.708 0.576 14.396 93.105 0.189 4.725 97.830 3.148 78.708 78.708 n 3.148 ad ju y th lo yi pl Total Variance Explained of dependent factor n ua al va Extraction Sums of Squared n Component Initial Eigenvalues fu ll Loadings of Cumulative Total % oi % m Total at nh Variance % 72.535 72.535 0.524 17.463 89.998 0.300 10.002 100.000 2.176 72.535 72.535 z 2.176 Variance % z of Cumulative ht vb k jm om l.c gm Total Variance Explained of independent factors n a Lu n va y te re t to Component Initial Eigenvalues ng hi ep Total % of Cumulative Variance Rotation Loadings Loadings Total % % of Variance Cumulative Total % Sums % of Variance of Squared Cumulative % 46.877 46.877 6.563 46.877 46.877 3.880 27.715 27.715 1.605 11.465 58.343 1.605 11.465 58.343 3.408 24.346 52.061 1.334 9.532 67.875 1.334 9.532 67.875 2.214 15.814 67.875 0.914 6.530 74.404 0.838 5.983 80.387 0.580 4.144 pl 84.531 0.473 3.376 0.406 2.903 0.324 2.311 93.122 10 0.307 2.194 95.316 11 0.257 1.833 97.149 12 0.222 1.583 98.731 13 0.094 0.674 99.406 14 0.083 0.594 100.000 n 6.563 y th w Extraction Sums of Squared ad lo ju yi n ua al 87.908 n va 90.811 ll fu oi m at nh z z ht vb Extraction Method: Principal Component Analysis k jm om l.c gm Total Variance Explained of perceived financial control factor n a Lu n va y te re APPENDIX D: RESULTS OF MULTIPLE LINEAR t to ng hi Model Variables Entered Variables Method ep Removed PBC, SUN, ATB (a) w n (a) Enter lo All requested variables entered ad (b) Dependent Variable: BIN y th ju REGRESSIONS yi pl n ua al Variables Entered/Removed va Variables Entered Variables n Model fu Removed ll oi Enter nh (a) m ATB (a) Method at All requested variables entered Dependent Variable: BIN z (b) z ht vb k jm om l.c gm Variables Entered/Removed n a Lu n va y te re APPENDIX E: RESULTS OF MULTIPLE LINEAR t to REGRESSIONS FOR MORDERATING VARIABLE ng hi Model Variables Entered Variables Method ep Removed ATB (a) w n (a) Enter lo All requested variables entered ad (b) Dependent Variable: BIN ju y th yi Variables Entered/Removed of PFC and ATB pl R Adjusted R Square n R Square ua al Model Change Statistics DurbinWatson n va Std Error of the Estimate F Change df1 df2 5.255 0.034 11.571 a Predictors: (Constant), PFC 1.000 327.000 ll fu Sig F Change oi m R Square Change 0.034 0.031 0.001 1.705 at nh 0.185 z b Dependent Variable: ATB z vb ht Model Summary of PFC and ATB factor k jm df Mean Square 1.000 319.498 F Sig Sum of Squares gm Model 319.498 11.571 9,029.426 327.000 27.613 n Total 0.001 a Lu Residual om l.c Regression n va y te re 9,348.924 328.000 a Predictors: (Constant), PFC (b) Dependent Variable: ATB Anova of PFC and ATB factor t to Model ng Unstandardized Standardized Coefficients Coefficients t Sig hi 95% Confidence Interval for B ep Std Error 18.480 1.059 (0.388) 0.114 B Beta Lower Bound Upper Bound 0.000 16.397 20.563 Collinearity Statistics Tolerance VIF w (Constant) n 17.450 lo PFC ad ju y th (0.185) (3.402) 0.001 (0.613) (0.164) 1.000 (a) Dependent Variable: ATB 1.000 yi Coefficients of PFC and ATB factor pl R ua al Model Adjusted R Square n R Square Change Statistics DurbinWatson n va Std Error of the Estimate df1 df2 3.161 0.025 8.538 a Predictors: (Constant), PFC b Dependent Variable: BIN 1.000 327.000 ll fu F Change 0.025 0.022 Sig F Change 0.004 2.130 at nh 0.160 oi m R Square Change z z ht vb jm Model Summary of PFC and BIN factor k df F 85.315 8.538 Residual 9.993 n 3,267.682 327.000 0.004 a Lu 1.000 om Regression 85.315 Sig l.c Mean Square Sum of Squares gm Model y Variables Entered/Removed of PFC and BIN te re 3,352.997 328.000 a Predictors: (Constant), PFC (b) Dependent Variable: BIN n va Total t to ng Model hi Sum of Squares df Mean Square ep F Sig 8.538 0.004 Regression 85.315 1.000 85.315 w Residual n lo 3,267.682 327.000 9.993 ad Total ju y th 3,352.997 328.000 a Predictors: (Constant), PFC (b) Dependent Variable: BIN yi pl Anova of PFC and BIN factor ua al Model Standardized Coefficients t Sig 95% Confidence Interval for B n Unstandardized Coefficients Collinearity Statistics n va 0.637 (0.201) 0.069 Lower Bound Upper Bound 7.534 10.041 (0.336) (0.066) Tolerance VIF (Constant) 13.793 0.000 nh PFC oi m 8.787 Beta ll Std Error fu B at (0.160) (2.922) 0.004 (a) Dependent Variable: BIN 1.000 1.000 z z vb ht Coefficients of PFC and BIN factor k jm om l.c gm n a Lu n va y te re APPENDIX F: HISTOGRAM, NORMAL REGRESSION & t to SCATTER PLOT OF DEPENDENT VARIABLE: ng hi CUSTOMER INTENTION TO PURCHASE COUNTERFEIT ep PRODUCT w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re