MINISTRY OF EDUCATIION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY ep hi ng n w d a lo y th ju yi NGUYỄN THỊ HỒNG NGUYỆT pl n ua al EXPLORING THE FACTORS AFFECTING va n LAPTOP CONSUMER’S BRAND LOYALTY fu t n oi m ll IN HOCHIMINH CITY z z vb : Business Administration Major Code : 60.34.05 j ht Major k m om l.c gm n Supervisor: Dr Nguyễn Thị Mai Trang a Lu ECONOMICS MASTER THESIS n va y te re th HOCHIMINH CITY - 2010 ACKNOWLEDGEMENTS ng ep hi The study about “Exploring the factors affecting Laptop consumer’s Brand Loyalty in Ho Chi Minh City” was not going to be completed without the assistance and support from different relevant sources n w d a lo First of all, I would like to express my whole-hearted appreciation to my y th supervisor, Dr Nguyen Thi Mai Trang, who has provided me with her strict ju comments and invaluable advices during the process of my study yi pl n ua al Besides, my special thank would be sent to my parent Without their warmly constant encouragement, my further pursuit and attendance in Master of Business va n Administration in order to then conduct this dissertation would not have been n oi m ll fu brought to life t Profound gratitude was also extended to my cousin, Ms Nguyen Thi Bich z Duyen, who has assisted me in the process of data collection and to my close friend, z vb Ms Do Thuy, who has guided me to the usage of SPSS software j ht k m An honorable mention goes to my dear husband, Mr Ly Son This study is om l.c gm the result of his encouragement, help and love Finally, I would like to send sincere thanks to my friends for their great n a Lu contributions and motivation to the accomplishment of my dissertation n va y te re th ABSTRACT ng ep hi This study investigated and reported the effect elements and their affected level on brand loyalty for the laptop product in Ho Chi Minh market The important n w variables comprised Self-expressive value, Distinctiveness, Perceived Quality, d a lo Perceived Price y th The framework of in-depth - interview in form of the qualitative research ju yi based on the items of the previous research to discover new observed variables pl Then, the researcher would modify available observed variables of the previous n ua al researches in order to meet with laptop category and Ho Chi Minh market The 300 n va respondents in the quantitative research who were from the universities in Ho Chi fu Minh city were used to test reliability (Cronbach Alpha), Correlation (Exploring n oi m ll Factor Analysis) and test Multiple Regression Model t After analyzing, the research’s results indicated that all of observed variables z obtained reliability and correlation, except one variable (bl5) Besides, all of four z vb factors have influenced on brand loyalty The different affected levels of the factors j ht as well as the implications of the study were also represented in this paper k m om l.c gm n a Lu n va y te re th i CONTENTS CHAPTER 1: INTRODUCTION ng 1.1 Research background hi ep 1.2 Problem definition 1.3 Research questions and objectives w n 1.4 Limitations and research methodology lo ad 1.5 Research implications th 1.6 Thesis structure yj ip uy CHAPTER 2: LITERATURE REVIEW 2.1 Brand la lu 2.2 Brand loyalty an 2.2.1 Consumer’s loyalty and brand equity va n 2.2.2 Value strategy of brand loyalty ll fu 2.3 The factors affected on brand loyalty in Ho Chi Minh market m oi 2.3.1 Self-expressive value of brand personality nh 2.3.2 Distinctiveness of brand personality 10 at 2.3.3 Perceived Quality 11 z z 2.3.4 Perceived Price 12 vb jm ht 2.4 Research model 12 2.5 Summary 13 k gm CHAPTER 3: RESEARCH METHODOLOGY l 3.1 Research design 15 m co 3.1.1 Exploratory study 15 an Lu 3.1.2 Main survey 16 3.1.2.1 Sample size 16 n va 3.1.2.2 Research process 16 t re 3.2 Measurement 17 3.2.3 Measure of Perceived Quality 19 th 3.2.2 Measure of Distinctiveness 18 ey 3.2.1 Measure of Sef-expressive value 18 (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© ii 3.2.4 Measure of Perceived Price 19 3.2.5 Measure of Brand Loyalty 19 3.3 Summary 20 ng CHAPTER 4: DATA ANALYSIS AND RESULTS hi ep 4.1 Descriptive data analysis 21 4.2 Measure Assessment 23 n w 4.2.1 Cronbach Alpha Reliability Analysis 23 lo 4.2.2 Exploring Factor Analysis (EFA) 24 ad 4.2.2.1 EFA results of the independent variables 24 th yj 4.2.2.2 EFA results of the dependent variable 25 ip uy 4.3 Hypotheses Testing 25 lu la 4.3.1 Testing Assumptions of Multiple Regression 25 an 4.3.2 Testing Hypotheses between Independent Variables and Brand Loyalty 26 n va 4.4 The relationship among the quality variables and the quantitative variables 28 ll fu 4.4.1 Testing the relationship between gender factor and SEV 28 oi m 4.4.2 Comparing the different influence levels of buyer factor on Brand Loyalty 29 nh 4.4.3 Testing the different influence levels of used time factor on PQ 30 at 4.4.4 Testing the different influence levels of using brand name factor on D 32 z z 4.5 Consumer’s evaluation on Brand Loyalty following using brand names 33 vb CHAPTER 5: CONCLUSIONS jm ht 4.6 Summary 34 k gm 5.1 Overview 35 l 5.2 Main findings 35 m co 5.2.1 Antecedents of Brand Loyalty 35 an Lu 5.2.2 Outcome of qualitative variables affected on quantitative variables 36 5.3 Theoretical Implications 36 n va 5.4 Managerial Implications 37 5.4.2 Distinctiveness 38 5.4.4 Self – expressive value 39 th 5.4.3 Perceived Quality 39 ey t re 5.4.1 Perceived Price 37 (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© iii 5.5 Further research 40 References 41 Appendice 45 ng Appendix 1: Questionnaire 45 hi ep Appendix 2: EFA results of independent variables 47 Appendix 3: EFA results of dependent variable (Step 1) 49 n w Appendix 4: EFA results of dependent variable (Step 2) 50 lo Appendix 5: Testing assumptions of multiple regression 51 ad Appendix 6: Multiple Regression Line results 53 th yj ip uy an lu la n va ll fu oi m nh at z z jm ht vb k gm m co l an Lu n va ey t re th (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© iv LIST OF FIGURES ng ep hi Figure 2.1 : Two models about the relationship between product with brand Figure 2.2 : Research Model 13 Figure 3.1 : Research process 17 Figure 4.4 : Histogram, Normal P – P Plot and Scatter Plot of Brand Loyalty 51 w : Mean of each using brand name on Brand Loyalty 34 n Figure 4.5 lo ad th yj ip uy an lu la n va ll fu oi m nh at z z jm ht vb k gm m co l an Lu n va ey t re th (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© 46 ng ep hi D3 X có nhiều màu sắc, kiểu dáng để chọn lựa PQ1 Màu sắc, kiểu dáng X ấn tượng PQ2 X dễ sửa chữa thay linh kiện PQ3 X có khả tản nhiệt tốt PQ4 Giá X tương xứng với chất lượng lợi ích mang lại P1 Giá X có tính cạnh tranh cao P2 Nhìn chung, tơi hài lịng với giá X P3 X lựa chọn hàng đầu BL1 BL2 Tôi tiếp tục sử dụng X tơi hài lịng quen thuộc với X BL3 Tôi sử dụng X thương hiệu khác có nhiều lợi ích BL4 X thương hiệu để giới thiệu với người khác BL5 Tơi thích X thương hiệu khác BL6 X có số tính vượt trội thương hiệu khác n w lo Tôi nghĩ khách hàng trung thành X ad th yj ip uy an lu la Xin vui lịng cho biết giới tính bạn va Nữ ll fu Tình trạng gia đình bạn Độc thân - chung cha mẹ oi m □ Độc thân - riêng □ □ Đã lập gia đình □ Nhờ người thân mua z □ Tự mua at Máy vi tính (laptop) bạn sử dụng là: nh □ n □ Nam MỘT SỐ THÔNG TIN CÁ NHÂN z Bạn thường sử dụng máy tính (laptop) tuần: □ < □ □ 30 – 40 tuổi □ >= 40 tuổi □ □ Doanh nghiệp Nhà nước Cơ quan mà bạn công tác □ Chưa làm □ Cơ quan quản lý Nhà nước □ Khác CHÂN THÀNH CẢM ƠN SỰ HỢP TÁC CỦA CÁC ANH/ CHỊ th □ Doanh nghiệp tư nhân ey >7 triệu t re □ n va □ 5,1 – triệu 3,1 – triệu an Lu Xin vui lòng cho biết mức thu nhập hàng tháng bạn (triệu đồng): □ 21 gm □ k □ 15 – 21 – 14 jm ht vb □ Được cho, tặng (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© 47 Appendix 2: EFA results of independent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ng Bartlett's Test of 846 Approx Chi-Square 1684.025 ep hi Sphericity Df 136 Sig .000 n w lo Total Variance Explained ad Initial Eigenvalues yj % of Sums of Squared Loadings th Component Extraction Cumulative Rotation Sums of Squared Loadings % of Cumulative % of Cumulative 5.141 30.242 ip uy 30.242 5.141 30.242 30.242 3.706 21.800 21.800 2.277 13.397 43.639 2.277 13.397 43.639 2.518 14.812 36.612 1.396 8.209 51.848 1.396 8.209 51.848 2.035 11.970 48.582 1.055 6.204 58.053 1.055 6.204 58.053 1.610 9.470 58.053 957 5.632 63.684 825 4.854 68.538 712 4.190 72.728 672 3.955 76.683 648 3.813 80.496 10 525 3.089 83.585 11 510 2.998 86.584 12 454 2.668 89.251 13 449 2.644 91.895 14 400 2.355 94.250 15 361 2.121 96.371 16 324 1.906 98.277 17 293 1.723 100.000 Total Variance % Total Variance % Total Variance % an lu la n va ll fu oi m nh at z z jm ht vb k gm m co l Extraction Method: Principal Component Analysis an Lu n va ey t re th (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© 48 Rotated Component Matrix(a) Component n w lo ad th yj S1 607 148 120 136 S2 653 089 123 200 S3 764 176 023 -.056 S4 835 094 053 -.080 S5 606 -.014 -.019 258 S6 761 109 004 057 S7 611 292 254 -.185 D1 304 641 205 -.040 D2 337 607 275 -.050 D3 136 615 360 -.046 -.068 689 -.006 380 PQ2 121 777 062 154 217 089 162 735 109 274 801 239 743 163 063 734 225 702 073 ip uy m ep hi la ng PQ1 an lu PQ3 027 P2 089 P3 104 ll P1 fu 014 n va PQ4 184 oi Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization nh a Rotation converged in iterations at z z jm ht vb k gm m co l an Lu n va ey t re th (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© 49 Appendix 3: EFA results of dependent variable (step 1) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ng 867 ep hi Bartlett's Test of Approx Chi-Square 718.455 Sphericity n w Df 15 Sig .000 lo ad th Total Variance Explained yj Initial Eigenvalues Extraction Sums of Squared Loadings ip uy Total % of Variance Cumulative % Total % of Variance Cumulative % 3.418 56.971 56.971 3.418 56.971 56.971 851 14.190 71.161 591 9.856 81.018 477 7.950 88.967 374 6.235 288 4.798 an lu la Component n va 95.202 oi m Extraction Method: Principal Component Analysis ll fu 100.000 nh Component Matrix(a) at z Component 831 BL4 723 BL6 795 m co Extraction Method: Principal Component Analysis a components extracted l BL5 gm 860 BL3 k BL2 jm ht 792 vb BL1 z an Lu n va ey t re th (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© 50 Appendix 4: EFA results of BL (step 2) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ng Bartlett's Test of 856 Approx Chi-Square 681.775 ep hi Sphericity Df 10 Sig .000 n w lo Total Variance Explained ad th Total yj Component Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % 3.263 65.255 65.255 3.263 65.255 65.255 598 11.958 77.213 477 374 7.482 94.239 288 5.761 100.000 ip uy la 86.757 an lu 9.544 n va Extraction Method: Principal Component Analysis ll fu m oi Component Matrix(a) nh Component 723 BL6 800 Method: Principal Component Analysis m co l a components extracted gm BL4 k 837 jm ht 870 BL3 vb BL2 z 802 z BL1 at an Lu n va ey t re th (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© 51 Appendix 5: Testing Assumptions of Multiple Regression Table 4.3: Correlations between SEV, D, PQ, PP and BL ng SEV ep hi SEV w D BL 000 000 000 133(*) Sig (2-tailed) 1.000 1.000 1.000 021 N 300 300 300 300 300 Pearson Correlation 000 000 000 305(**) lo ad 1.000 1.000 000 300 300 300 300 300 Pearson Correlation 000 000 000 402(**) 1.000 1.000 1.000 000 th 1.000 N yj ip uy N Pearson Correlation la Sig (2-tailed) 300 300 300 300 300 000 000 000 230(**) 1.000 1.000 1.000 000 300 300 300 300 300 133(*) 305(**) 402(**) 230(**) 021 000 000 000 300 300 300 300 300 an lu N BL PQ Sig (2-tailed) PQ P Pearson Correlation Sig (2-tailed) n P D Pearson Correlation n N va Sig (2-tailed) fu * Correlation is significant at the 0.05 level (2-tailed) ll oi m ** Correlation is significant at the 0.01 level (2-tailed) nh at Figure 4.4 Histogram, Normal P – P plot and Scatter plot of Dependent Variable - BL z z Histogram vb jm ht Dependent Variable: BL 40 k gm 30 m co l 20 Std Dev = 1.00 Mean = 0.00 25 75 25 5 -.2 -.7 -1 -1 -2 -2 -3 -3 ey t re Standardized Predicted Value n va N = 300.00 an Lu 10 th (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ© 52 Normal P-P Plot of Standardized Predicted Value 1.00 ng 75 ep hi n w Expected Cum Prob 50 lo ad 25 th yj 0.00 ip uy 0.00 25 50 75 1.00 an lu la Observed Cum Prob va Scatterplot n ll fu Dependent Variable: BL m oi nh at z z vb jm ht k gm -1 m co l -2 -4 -3 -2 -1 n va Standardized Predicted Value an Lu -3 ey t re th (Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city luáºn.văn.thạc.sÄ©(Luáºn.văn).exploring.the.factors.affecting.laptop.consumers.brand.loyalty.in.hochiminh.city 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