Nghiên cứu Ảnh hưởng của giá trị khách hàng Đến Ý Định mua hàng Đối với mặt hàng rong biển tại việt nam tom tat lats ta

Motivation of the research topic In theory, research on customer value and purchase intention has captured the interest of scholars for decades.. Objective and the scope of the research

FOREIGN TRADE UNIVERSITY

91, Chua Lang, Dong Da, Hanoi

Academic supervisor 1: TS Nguyễn Hồng Quân

Academic supervisor 2: PGS, TS Nguyễn Thị Bình

Reviewer 1:

Reviewer 2:

Reviewer 3:

The doctoral dissertation will be defended at The doctoral Dissertation Examination Committee hold at Foreign Trade University on

The dissertation can be found at the National Library and Foreign Trade University library

INTRODUCTION

1 Motivation of the research topic

In theory, research on customer value and purchase intention has captured the interest of scholars for decades Although, the number of researches on the topic is huge, the homogeneity among scholars has not been reached so far The heterogeneity spreads from the definitions to the research results with different contexts and different objects The disagreement among scholars has been both an oppoturnity and a challenge for future research

In practice, seaweed products have not only nutritious value but also commercial value Hence, research on seaweed in order to improve the purchase intention of seaweed products has been an urgent issue

2 Target and question of the research

Target of the research

The target of the research is to identify factors of customer value affect on purchase intention The research result will be used to design solutions for enterprises and suggestions for government in order to increase the purchase intention of customer on seaweed products

Research question

The research question is: “Which factors of customer value have

impact on purchase intention and at which level?”

3 Objective and the scope of the research

Research objective

The objective of the research is the factors of customer value which have impact on purchase intention of seaweed products in Vietnam

The research will be conducted with consumers who are living in Vietnam and did consume seaweed products

Scope of the reseach

Scope of content

The dissertation reseaches the definition “customer value”,

“purchase intention”, and the impact of customer value on purchase intention in the context of seaweed products in Vietnam The definition “customer value” will be approached from final consumer perspectives The definition “value” will be reached from

“consumption” aspect, and the definition “customer” in the research means the final consumer

Second of all, the quantitative method is used to analyze the primary data collected The tool JASP version 18.3 is used to do statistical tests

5 Struture of the dissertation

The doctoral dissertation consists of 05 chapters, including: Chapter 1: Literature review

Chapter 2: Theoretical background of the impact of customer value on purchase intention

Chapter 3: Methodology

Chapter 4: Research results and Discussion

Chapter 5: Solutions and Recommendations

CHAPTER 1: LITERATURE REVIEW

Chapter 1 systematizes researches of customer value, purchase intention and the impact of customer value on purchase intention, including these following:

1.1 Literature review on customer value

Literature review on customer value consists of three paradigms, including: positivist paradigm, intepretive paradigm and social constructionist paradigm

1.2 Literature review on purchase intention

Literature review on purchase intention is presented as follows: famous theories on purchase intention and researches applied these theories

1.3 Literature review on the impact of customer value on purchase intention

Researches of the impact of customer value on purchase intention are arranged by time and the principle of TCCM method TCCM is the abbreviation of theories, contexts, characteristics and methodology

TCCM method has been widely used in many previous reseaches, such as (Olaleye et al., 2022), (Mansoor, Paul, & Environment, 2022)

1.4 Research gaps

Based on the systematic literature review of customer value, purchase intention and the impact of customer value on purchase intention, the author lists down 03 research gaps that are respectively dealt with in the following chapters

CHAPTER 2: THEORETICAL BACKGROUND OF THE IMPACT OF CUSTOMER VALUE ON PURCHASE

INTENTION

2.1 Theoretical background of customer value

2.1.1 Customer value definition

Customer value is the experience that the customer perceives based on the product consumption (Sheth et al., 1991) (Holbrook, 1999) Customer value is defined as the use value Customer value is defined as consumption value, or the value that customer perceived during consuming products

2.1.2 Theory of consumption values

Theory of consumption value was published by Sheth et al (1991)

in the paper named “Why we buy what we buy: Theory of consumption value” The theory explains why customers give out their choice behavior

2.1.3 Mains factors in Theory of consumption values

Theory of consumption values figure out 05 values that affect on consumer’s choice behavior, including: functional value, emotional value, epistemic value, social value and condtional value

2.1.4 Methods adopted in researches applied in Theory of consumption values

Most of methods applied in Theory of consumption values are traditional ones, such as: qualitative method, quantitative method, mixed method…in which quantitative method is the most popular one

2.1.5 Contexts in Theory of consumption values

Theory of consumption values is applied in a wide range of

contexts, from physical products such as: food, textile industry…to special ones such as: cigarette, online games, electronics Theory of consumption values is applied in research in educational industry, tourism industry and online commercial environment

2.1.6 The conformity of the theory of consumption values with the dissertation topic

Theory of consumption values (TCV) is considered fit to the dissertation topics for these following reasons:

• TCV fits to the data collected in the dissertation

• TCV fits to the objectives of the dissertation

• TCV fits to the context of the research

• TCV consists of research gaps that need to be fulfilled

2.2 Theoretical background of purchase intention

2.2.1 Purchase intention definition

“Intention” of customer represents for their motivation and expectation in specific context, such as: decisions, planned behavior….in order to reach targeted actions (Conner, 2020)

2.2.2 Behavioral Reasoning Theory

Behavioral reasoning theory (BRT) published by Westaby (2005)

is a rather new theory in the history of researching about intention and consumer behavior BRT is considered the updated version of two theories, including: Theory of reasoned action (TRA) and Theory

of planned behavior (TPB) Behavirol reasoning theory states that there are three main factors affecting the intention and behaviour of customer, including: values/beliefs, reasons (reason for/reason against), and global motives (Sahu, 2020)

2.2.3 Main factors in Behavirol reasoning theory

• Belief and values: are defined as the antecedents of “global motives” and intention They are context-depedent factors

• Global motives: are defined as the factors with wide coverage, including attitude, subjective norms, and perceived behavirol control which affect the intention and behavior of customers

• Reasons for/reason against: are defined as the outcomes derived from beliefs or values that customers expect

2.2.4 Methods adopted in researches applied Behavioral reasoning theory

Methods adopted in reseaches applied Behavioral reasoning theory include: qualitative method, quantitative method, or mixed method Analytical technics applied are SEM, PLS-SEM (Nguyen & Dang, 2022), cross-sectional analysis and longitudinal study (Sahu, 2020)

2.2.5 Contexts in Behavioral reasoning theory

Behavioral reasoning theory is applied in many diversified contexts, such as: sustainable transportation industry (Peterson & Simkins, 2019), sustainable textile industry (Diddi, Yan, Bloodhart, Bajtelsmit, & McShane, 2019), organic food (Ryan & Casidy, 2018) (Nguyen & Dang, 2022), mobile shopping (Gupta & Arora, 2017), entrepreneurial behavior (Miralles, Giones, & Gozun, 2017), renewable energy systems (Claudy, Peterson, & O’driscoll, 2013)… Behavioral reasoning theory is adopted in researching contexs such as:charitable giving (M Park, Cho, Johnson, & Yurchisin, 2017), moneytary charity (Chatzidakis, Hibbert, & Winklhofer, 2016)…

2.2.6 The conformity of Behavioral reasoning theory with the dissertation topic

Behavioral reasoning theory fits to the dissertation topic for these following reasons:

• Behavioral reasoning theory (BRT) fits to the objectives and targeted consumers of the research topic

• BRT is better than other theories in explaining intention and behavior of customers

• BRT still has gaps that needed to be fulfilled

2.3 Research model proposed and research hypothesis development

2.3.1 Research model proposed

2.3.2 Research constructs definition

(1) Functional value: is defined as the fuction of the product, the utility that the product fulfills Functional value is measured by all the characteristics of the product

(2) Emotional value: is measured by the happiness that customer perceives when using product/service Emotional value is the positive emotion that product/service brings to customer

(3) Social value: is defined as the social status that product/service could provide to customer Social value helps customers join the social class they expect

(4) Epistemic value: according to Sheth et al (1991), epistemic value is provided to customers when customers could meet their needs

of knowledge and curiosity

(5) Conditional value: is measured by the profile of unexpected events beyond the proactivity of customers

(6) Reasons for/reasons against: constructs represent important aspects of BRT Reasons for and reason against constitute cognitions that customers use to make decisions with confidence (Westaby, 2002) Reasons provide customer’s insights and their inner motivation for their decision making

(7) Purchase intention: Behavioral intention of customer represents for motivation, expectation of customer in specific context (8) Demographics variables: are measured by qualitative data including Gender (3 different groups), Age (5 different groups), Education (3 different groups), Income (5 different groups) and Number of household members (5 different groups)

2.3.3 Hypothesis development

H1: Functional value has positive impact on purchase intention

H2: Emotional value has positive impact on purchase intention H3: Social value has positive impact on purchase intention H4: Epistemic value has positive impact on purchase intention H5: Conditional value has positive impact on purchase intention H6: Conditional value moderates the relationship between functional value and purchase intention

H7: Conditional value moderates the relationship between emotional value and purchase intention

H8: Conditional value moderates the relationship between social value and purchase intention

H9: Conditional value moderates the relationship epistemic value and purchase intention

H1a, H10a: Reasons for mediate the relationship between functional value and purchase intention

H2a, H10a: Reasons for mediate the relationship between emotional value and purchase intention

H3a, H10a: Reasons for mediate the relationship between social value and purchase intention

H4a, H10a: Reasons for mediate the relationship between epistemic value and purchase

H5a, H10a: Reasons for mediate the relationship between conditional value and purchase intention

H1b, H10b: Reasons against mediate the relationship between functional value and purchase intention

H2b, H10b: Reasons against mediate the relationship between emotional value and purchase intention

H3b, H10b: Reasons against mediate the relationship between social value and purchase intention

H4b, H10b: Reasons against mediate the relationship between epistemic value and purchase intention

H5b, H10b: Reasons against mediate the relationship between conditional value and purchase intention

H11: The difference in gender, age, income, education and number of household members has impact on purchase intention

CHAPTER 3: METHODOLOGY 3.1 Research design

Research is designed to finish 05 targets, including:

• Target 1: Propose research model to test the impact of

customer value on purchase intention in the context of seaweed products in Vietnam

• Target 2: Systematic literature review on seaweed and

the state of seaweed products in Vietnam

• Target 3: Analyze and measure the impact of each factor

of customer value on purchase intention, especially focus

on the moderate role of conditional value, the mediate role of factor “reasons for and reasons against”, and the control role of demographics variables

• Target 4: Point out solutions and suggestions to increase

purchase intention of seaweed products in Vietnam

3.2 Research Process

3.3 Method for collecting data

3.3.1 Secondary data

Secondary data is collected by systhesis and analysis method

3.3.2 Primary data

Primary data is collected through survey method

3.4 Method for analyzing data

Software JASP version 18.3 is applied to calculate and do statistical tests JASP is an open access software which is proved that

it is user-friendly, accessile and reliable (Van Doorn et al., 2021)

3.5 The conformity of quantitative method with the dissertation topic

The quantitative method fits the dissertation topic for these following reasons: Phù hợp với mục tiêu nghiên cứu

• The quantitative method fits the research target

• The quantitative method fits the research data

• The quantitative method fits the research model

CHAPTER 4: RESULTS AND DISCUSSIONS

4.1 The current state of seaweed products in Vietnam

4.1.1 Characteristics of seaweed

Seaweed is multicellular organism living in the sea water Seaweed is used not only in food industry but also in pharmatical industry and cosmetics…(Webb et al., 2023)

4.1.4 Policies of government in developing seaweed

Vietnam has issued some policies related to seaweed products, however, in order to develop the seaweed value chain, Vietnam government has issued important policies and strategies for fishery (seaweed included) since 1991 The legal framework for aquaculture management has been developed over two decades and gradually comprehensive (the legal framework for aquaculture will apply to all sectors such as fishes, shrimp, and others including seaweed)

4.1.5 The current state of seaweed farming in Vietnam

At present, there are 883 seaweed species living in Vietnam, in which there are 90 species with economic value (Hong & Ha, 2022) The natural seaweed of Vietnam can be reached at 80 billion to 100 billion tons per year The seaweed cultivation in Vietnam is about 10.000 ha, or equivalent to an output of 101.000 tons per year (Hong

& Ha, 2022) The seaweed farming is widely being distributed from