Final report research on the effect of brand ambassador on cosmetic purchase intention in ho chi minh city

MINISTRY OF EDUCATION AND TRAININGHO CHI MINH CITY UNIVERSITY OFTECHNOLOGY AND EDUCATIONFINAL REPORTResearch on The Effect of Brand Ambassador onCosmetic Purchase Intention in Ho Chi Min

MINISTRY OF EDUCATION AND TRAININGHO CHI MINH CITY UNIVERSITY OF

TECHNOLOGY AND EDUCATION

FINAL REPORT

Research on The Effect of Brand Ambassador onCosmetic Purchase Intention in Ho Chi Minh City

Course Code: PLSK320605EClass Code: 212PLSK320605E_01CLC

Student Performance: Group 1Lecturer: Ph.D.TRUONG THI HOA

Ho Chi Minh City, June in 2022

LIST OF MEMBERS PARTICIPANTING IN THE REPORT

SEMESTER II, SCHOOL YEAR: 2021-2022

6 H+ Th9 Thu HuyFn 20124185 - Make questionnaire- Create table survey

Table of Contents

TABLE OF ABBREVIATIONS i

LIST OF TABLES ii

LIST OF FIGURES ivCHAPTER 1: RESEARCH OVERVIEW 1

1.1 Reason to choose the research topic 1

2.1.3 Theory of Consumer Behavior 5

2.1.4 Theory on the impact of brand ambassadors on consumer behavior 5

2.2 Related Studies Matrix 6

3.2 The process of building the scale, and designing the survey form 12

3.2.1 The process of building the scale 13

3.2.2 Design of questionnaires and surveys 16

3.3 Sampling process and data collection 16

3.3.1 Sample selection process 16

3.3.2 Data collection process 17

3.4 Quantitative analysis 17

3.4.1 Summary of the quantitative analysis process 17

3.4.2 Check the difference between statistical groups (Descriptive Statistics) 18

3.4.3 Quantitative analytical methods 18

CHAPTER 4: RESEARCH CONCLUSIONS 22

4.1 Descriptive Statistics 22

4.1.1 Frequancy table and descriptive statistics 22

4.1.2 CROSS TABULATION TABLES 24

4.2.6 Negative Information Scale 35

4.2.7 Purchase Intention Scale 36

4.3 EXPLORATORY FACTOR ANALYSIS EFA 37

4.3.1 Exploratory Factor Analysis EFA with Independent variables 37

4.3.2 Exploratory Factor Analysis EFA with Dependent variable 42

4.4 TEST MODELS AND RESEARCH HYPOTHESES 45

Appendix 1: QUESTIONNAIRE 63Appendix 2: DESCRIPTIVE STATISTICS 69Appendix 3: TESTING RELIABILITY OF MEASUREMENT SCALES (CRONBACH’S ALPHA) 72Appendix 4: EXPLORATORY FACTOR ANALYSIS (EFA) 76Appendix 5: TEST MODELS AND RESEARCH HYPOTHESES 82

P a g e | i TABLE OF ABBREVIATIONS

2e-WOMElectronic Word of Mouth3V.I.P.Very Important Person4EFAExploratory Factor Analysis5KMOKaiser– Meyer– Olkin6VIFVariance Inflation Factor7D-WDurbin-Watson Value

P a g e | ii LIST OF TABLES

Table 3.2.1 - Table of ScalesTable 4.1.1.1 - Frequency tablesTable 4.1.1.2 - Descriptive Statistics

Table 4.1.2.1 - Thu nhap*Hoc van Crosstabulation

Table 4.1.2.2 - Hoc van*Nghe nghiep*Gioi tinh CrosstabulationTable 4.1.2.3 - Custom Tables

Table 4.2.1 - Results of assessment of Reliability ScaleTable 4.2.2 - Results of assessment of Attraction ScaleTable 4.2.3 - Results of assessment of Specialization ScaleTable 4.2.4 - Results of assessment of Specialization ScaleTable 4.2.5 - Results of assessment of Specialization ScaleTable 4.2.6 - Results of assessment of Negative Information ScaleTable 4.2.7 - Results of assessment of Purchase Intention ScaleTable 4.3.1.1 - KMO and Bartlett test results for independent variablesTable 4.3.1.2 – Total Variance Explained

Table 4.3.1.3 - The first exploratory factor analysis results

Table 4.3.1.4 - KMO and Bartlett’s Test result for independent variables for the final

Table 4.3.1.5 – Total Variance Explained

Table 4.3.1.6 - Final exploratory factor analysis results

Table 4.3.2.1 - KMO and Bartlett’s Test - scale of entrepreneurship intention of students

Table 4.3.2.2 – Total Variance ExplainedTable 4.3.2.3 – Component MatrixTable 4.4.1 - Correlation analysis resultsTable 4.4.2.1 - Variables Entered/Removeda

Table 4.4.2.2 - Explanatory Level of the Model

P a g e | iii

Table 4.4.2.3 - Model Fit: Analysis of Variance ANOVATable 4.4.2.4 - Table Residuals Statisticsa

Table 4.4.2.5 - Table Model Summaryb

Table 4.4.2.6 - Statistical analysis of regression coefficients

P a g e | iv LIST OF FIGURES

Figure 2.3 - Research ModelFigure 3.1 – 12-step Research ProcessFigure 4.1.3 - Pie Chart Percent of tuoiFigure 4.4.2.1 – 4.4.2.4 - Scatter charts

Figure 4.4.2.5 - Histogram of the normalized residualsFigure 4.4.2.6 - Histogram

Figure 4.4.2.7 - Scatterplot: Regression Standardized Residual

P a g e | 75

 PURCHASE INTENTION SCALE

P a g e | 77

P a g e | 78 Part 2

Total Variance Explained

Rotated Component Matrixa

P a g e | 79

o Exploratory Factor Analysis EFA with Dependent variable.

P a g e | 80

Appendix 5 : TEST MODELS AND RESEARCH HYPOTHESES

P a g e | 81

 Regression Analysis

P a g e | 82

 Hypothesis

 CHECK THE VIOLATION OF ASSUMPTIONSASSUMPTION 1: CHECK SCATTERPLOT

P a g e | 83

P a g e | 84

ASSUMPTION 2: RESIDUALS ARE NORMALLY DISTRIBUTED

P a g e | 85

P a g e | 86 ASSUMPTION 3: DURBIN-WATSON VALUE

ASSUMPTION 4: NO OR LITTLE MULTICOLLINEARITY: THE

INDEPENDENT VARIABLES ARE NOT HIGHLY CORRELATED WITH EACH OTHER [COV(XI,XJ) =0]

ASSUMPTION 5: VIOLATION OF ASSUMPTIONS

P a g e | 87