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 TRAINING

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION

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FINAL REPORT Research on The Effect of Brand Ambassador on Cosmetic Purchase Intention in Ho Chi Minh City

Course Code: PLSK320605E

Class Code: 212PLSK320605E_01CLC

Student Performance: Group 1

Lecturer: 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

- Testing research model and hypotheses

- Clean dataset

- Descriptive statistics

- Run data

- Testing reliability of measurement scales (cronbach’s alpha)

4 Tô Thanh Th@y 20124228 - Make questionnaire

85%

6 H+ Th9 Thu HuyFn 20124185 - Make questionnaire

- Create table survey

- Make codebook

- Survey

- Clean dataset

- Exploratory factor analysis EFA

100%

7 Ngô Đ+o PhưHng CIt 20124212 - Make questionnaire 100%

- Survey

- Clean dataset

- Descriptive statistics

- Exploratory factor analysis EFA Note Leader: Nguy*n Ho+ng Thi Thơ

Lecturer’s Comment

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Date Month Year

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Table of Contents

TABLE OF ABBREVIATIONS i

LIST OF TABLES ii

LIST OF FIGURES i v CHAPTER 1: RESEARCH OVERVIEW 1

1.1 Reason to choose the research topic 1

1.2 Research objective 2

1.3 Research question 2

1.4 Research object and research subject 2

1.5 Research method 2

1.6 Research structure 3

CHAPTER 2: LITERATURE REVIEW 4

2.1 Theoretical foundation 4

2.1.1 Brand Ambassador 4

2.1.2 Purchase Intention 4

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

2.3 Research hypotheses 6

2.3.1 Reliability 6

2.3.2 Attractiveness 7

2.3.4 Familiarity 8

2.3.5 Suitability 9

2.3.6 Negative Information 9

CHAPTER 3: RESEARCH PROCESS 11

3.1 Research process 11

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

4.1.3 Graphs 29

4.2 TESTING RELIABILITY OF MEASUREMENT SCALES (CRONBACH’S ALPHA) 30

4.2.1 Reliability Scale 30

4.2.2 Attraction Scale 31

4.2.3 Specialization Scale 32

4.2.4 Familiarity Scale 33

4.2.5 Suitability Scale 34

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

4.4.1 Correlation Analysis 45

4.4.2 Regresstion Analysis 47

CHAPTER 5: RESEARCH CONCLUSIONS 56

REFERENCES 58

APPENDIX 63

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

P a g e | iTABLE OF ABBREVIATIONS

2 e-WOM Electronic Word of Mouth

3 V.I.P Very Important Person

4 EFA Exploratory Factor Analysis

5 KMO Kaiser– Meyer– Olkin

6 VIF Variance Inflation Factor

7 D-W Durbin-Watson Value

P a g e | iiLIST OF TABLES

Table 3.2.1 - Table of Scales

Table 4.1.1.1 - Frequency tables

Table 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 Crosstabulation

Table 4.1.2.3 - Custom Tables

Table 4.2.1 - Results of assessment of Reliability Scale

Table 4.2.2 - Results of assessment of Attraction Scale

Table 4.2.3 - Results of assessment of Specialization Scale

Table 4.2.4 - Results of assessment of Specialization Scale

Table 4.2.5 - Results of assessment of Specialization Scale

Table 4.2.6 - Results of assessment of Negative Information Scale

Table 4.2.7 - Results of assessment of Purchase Intention Scale

Table 4.3.1.1 - KMO and Bartlett test results for independent variables

Table 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 Explained

Table 4.3.2.3 – Component Matrix

Table 4.4.1 - Correlation analysis results

Table 4.4.2.1 - Variables Entered/Removeda

Table 4.4.2.2 - Explanatory Level of the Model

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Table 4.4.2.3 - Model Fit: Analysis of Variance ANOVA

Table 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 | ivLIST OF FIGURES

Figure 2.3 - Research Model

Figure 3.1 – 12-step Research Process

Figure 4.1.3 - Pie Chart Percent of tuoi

Figure 4.4.2.1 – 4.4.2.4 - Scatter charts

Figure 4.4.2.5 - Histogram of the normalized residuals

Figure 4.4.2.6 - Histogram

Figure 4.4.2.7 - Scatterplot: Regression Standardized Residual

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

 PURCHASE INTENTION SCALE

P a g e | 76Appendix 4: EXPLORATORY FACTOR ANALYSIS (EFA)

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 Exploratory Factor Analysis EFA with Independent variables.

Part 1

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P a g e | 78Part 2

Total Variance Explained

Rotated Component Matrixa

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o Exploratory Factor Analysis EFA with Dependent variable.

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Appendix 5 : TEST MODELS AND RESEARCH HYPOTHESES

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

 Regression Analysis

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

 Hypothesis

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 CHECK THE VIOLATION OF ASSUMPTIONS

ASSUMPTION 1: CHECK SCATTERPLOT

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ASSUMPTION 2: RESIDUALS ARE NORMALLY DISTRIBUTED

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P a g e | 86ASSUMPTION 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

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