MINISTRY OF EDUCATION & TRAINING HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE UEF ĐẠI HỌC KINH TẾ TÀI CHÍNH THEME TO PARTICIPATE IN THE AWARD "STUDENTS FOR SCIENTIFIC RESEARCH"
Survey about retail system 26
Table 4.5: Table of tissue statistics known to the retail system
A recent survey revealed that 92.3% of participants (120 individuals) are familiar with retail systems, indicating a significant awareness among consumers This trend suggests a shift in purchasing habits, as more individuals are opting for convenient shopping outlets over traditional markets.
Survey on habits 26
4.2 RELIABILITY TEST RESULTS
Results of testing the reliability of the goods quality scale
Table 4.7: Results of testing the reliability of the goods quality scale
The Cronbach's Alpha value for the scale is 0.929, exceeding the acceptable threshold of 0.6, indicating high reliability Additionally, all total variable correlation coefficients are above 0.3, confirming the validity of the observed variables Consequently, all observed variables will be retained for the upcoming factor analysis.
4.2.2 Results of testing the reliability of the scale of customer service and friendliness
Corrected | Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.8: Table of results of testing the reliability of the scale of customer service and friendliness
The Cronbach's Alpha for the scale is 0.839, exceeding the acceptable threshold of 0.6, indicating strong internal consistency Additionally, all total variable correlation coefficients are above 0.3, confirming the validity of the observed variables Consequently, all observed variables will be retained for the upcoming factor analysis.
4243 Results of testing the reliability of the payment policy scale
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
The reliability testing results for the goods quality scale, as shown in Table 4.9, indicate a Cronbach's Alpha value of 0.854, which exceeds the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients are above 0.3, confirming that there is no need to eliminate any observed variables Consequently, all observed variables are deemed valid and will be utilized in the upcoming factor analysis.
4.2.4 The results of testing the reliability of the scale of the arrangement of goods and trading premises
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
The reliability test results for the scale measuring the arrangement of goods and trading premises indicate a Cronbach's Alpha value of 0.906, which exceeds the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients are above 0.3, confirming that there is no need to eliminate any observed variables Consequently, all observed variables are deemed valid and will be utilized in the upcoming factor analysis.
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.11: Table of results of testing the reliability of the safety scale
The reliability testing of the reputation and brand scale yielded a Cronbach's Alpha value of 0.901, indicating strong internal consistency, as it exceeds the acceptable threshold of 0.6 Furthermore, all total variable correlation coefficients were above 0.3, confirming the validity of the observed variables Consequently, no variables need to be removed, and all will be utilized in the forthcoming factor analysis.
Corrected | Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.12: The table of results of testing the reliability of the reputation and brand scale
The scale's reliability is confirmed with a Cronbach's Alpha value of 0.851, exceeding the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients are above 0.3, indicating that there is no need to eliminate any observed variables Consequently, all observed variables are deemed valid and will be utilized in the upcoming factor analysis of the return and exchange promotion policy.
Corrected | Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.13: Table of results of testing the reliability of the scale of the return and exchange promotion policy
The reliability testing of the convenience scale yielded a Cronbach's Alpha value of 0.775, exceeding the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients were above 0.3, indicating that there is no necessity to eliminate any observed variables Consequently, all observed variables are deemed valid and will be included in the forthcoming factor analysis.
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
The reliability testing of the convenience scale yielded a Cronbach's Alpha value of 0.879, indicating strong internal consistency, as it exceeds the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients were above 0.3, confirming that no observed variables need to be removed Consequently, all observed variables are deemed valid and will be utilized in the upcoming factor analysis.
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.15: Table of results of testing the reliability of the price scale
The reliability testing of the advertising image scales for the two chain stores yielded a Cronbach's Alpha value of 0.812, exceeding the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients were above 0.3, indicating that there is no need to eliminate any observed variables Consequently, all observed variables are deemed valid and will be included in the upcoming factor analysis.
Corrected | Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.15: Table of results of testing the reliability of advertising image scales of two chain stores
The Cronbach's Alpha value for the scale is 0.914, indicating strong reliability, as it exceeds the acceptable threshold of 0.6 Furthermore, all total variable correlation coefficients are above 0.3, confirming the validity of the observed variables Consequently, no observed variables need to be removed, and all will be utilized in the upcoming factor analysis.
4.2.11 Results of testing the reliability of the habit scale
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.15: Results of testing the reliability of the habit scale
The Cronbach's Alpha value for the scale is 0.890, exceeding the acceptable threshold of 0.6, indicating strong reliability Additionally, all total variable correlation coefficients are above 0.3, confirming that there is no need to exclude any observed variables Consequently, all observed variables are deemed valid and will be included in the forthcoming factor analysis.
4.2.12 The results of testing the reliability of the scale of the ability to handle crisis information
Table 4.15: Table of results of testing the reliability of the habit scale
The reliability testing of the customer satisfaction scale revealed a Cronbach's Alpha value of 0.879, exceeding the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients were above 0.3, indicating that there is no necessity to eliminate any observed variables Consequently, all observed variables are deemed valid and will be incorporated in the forthcoming factor analysis.
Corrected | Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.16: Table of results of testing the reliability of the customer satisfaction and satisfaction scale about stores
The scale demonstrates strong reliability with a Cronbach's Alpha value of 0.842, exceeding the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients are above 0.3, indicating the validity of the observed variables Consequently, all observed variables will be retained for the upcoming factor analysis.
4.3.1 Rotate the factor of the independent variable
The results of Cronbach's Alpha indicate the presence of 46 observed variables across 13 image factors Consequently, Exploratory Factor Analysis (EFA) is conducted on 36 observed variables from this scale For the assessment of 47 observed variables, Principal Component Analysis with Varimax rotation is employed for factor extraction Initially, the KMO value is 0.928, exceeding the acceptable threshold of 0.5; however, several independent variables do not meet the criteria After removing the variables CLHH02, CLHH03, DVCS05, CSTT03, SBT02, SBTO3, SBT04, UTTHO1, UTTHO2, STLO1, GCO1, and KNXLO1, we obtain refined results.
34 Table 4.17: Result table of independent variable discovery factor rotation
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling
(Source: The results are processed from the research team's survey data) 43.2 Rotate the factor of the dependent variable
Table 4.18: Result table of factor rotation to discover dependent variable
Kaiser-Meyer-Olkin Measure of Sampling 5
Approx Chi-Square | 436.182 Bartlett's Test of df 10
SHL (Source: The results are processed from the research team's survey data)
Correlation analysis was conducted to examine the relationships between the dependent variable and several independent variables, including satisfaction (SHL), responsiveness (KNDU), brand image (HATH), formality (HT), and need fulfillment (TMNC) The analysis aimed to uncover significant correlations after excluding certain data points.
1.000 £734 unsatisfactory variable, brand image (HATH) and the final table of results
Table 4.19: Correlation test results table
Correlations SHL |TMNC |} KNDU | HT
(Source: The results are processed from the research team's survey data) 4.4.2 Test of model fit
To assess the fit of the regression model, the coefficient of determination R2 must be changed by 0.642, which corresponds to a significance of 64.2 percent of the variation of
37 satisfaction (SHL) May be explained by changes in three independent variables: responsiveness (KNDU), satisfy the need (TMNC), formality (HT)
Table 4.20: Matching test results table
Adjusted | Std Error of Statistics Model] R_ |R Square
1.913 a Predictors: (Constant), HT, TMNC, KNDU b Dependent Variable: SHL
(Source: The results are processed from the research team's survey data)
In the value analysis table of significance with Sig = 0.000( < 0.05) means that the given linear regression model is consistent with the actual income data
Table 4.21: Table of results of Multivariable Regression
B Beta Zero-order | Partial | Part
(Source: The results are processed from the research team's survey data) The unnormalized regression has the form:
The normalized regression has the form:
The results of testing the reliability of the scale of the arrangement of goods
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.10: The table of results of testing the reliability of the scale The arrangement of
Results of testing the reliability of the safety scale
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.11: Table of results of testing the reliability of the safety scale.
Results of testing the reliability of the scale of reputation and brand
Corrected | Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.12: The table of results of testing the reliability of the reputation and brand scale.
Results of testing the reliability of the scale of the return and exchange
Corrected | Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.13: Table of results of testing the reliability of the scale of the return and exchange promotion policy.
Results of testing the reliability of the convenience scale
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
Results of testing the reliability of the price scale
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.15: Table of results of testing the reliability of the price scale.
Results of testing the reliability of advertising image scales of two chain stores 31
Corrected | Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.15: Table of results of testing the reliability of advertising image scales of two chain stores
The Cronbach's Alpha value for the scale is 0.914, exceeding the acceptable threshold of 0.6, indicating strong reliability Additionally, all total variable correlation coefficients are above 0.3, confirming the validity of the observed variables Consequently, there is no need to eliminate any observed variables, and they will be included in the forthcoming factor analysis.
Results of testing the reliability of the habit scale
Corrected Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.15: Results of testing the reliability of the habit scale
The Cronbach's Alpha value for the scale is 0.890, which exceeds the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients are above 0.3, indicating that there is no necessity to eliminate any observed variables Consequently, all observed variables are deemed valid and will be utilized in the forthcoming factor analysis.
The results of testing the reliability of the scale of the ability to handle crisis information 32
Table 4.15: Table of results of testing the reliability of the habit scale.
Results of testing the reliability of the customer satisfaction and satisfaction
Corrected | Cronbach's Item-Total | Alpha if Item Correlation Deleted
Table 4.16: Table of results of testing the reliability of the customer satisfaction and satisfaction scale about stores
The scale demonstrates strong reliability with a Cronbach's Alpha value of 0.842, exceeding the acceptable threshold of 0.6 Additionally, all total variable correlation coefficients are above 0.3, indicating that there is no necessity to eliminate any observed variables Consequently, all observed variables are deemed valid and will be included in the upcoming factor analysis.
Rotate the factor of the independent variable 33
The analysis using Cronbach's Alpha indicates the presence of 46 observed variables across 13 image factors, leading to an evaluation of 36 observed variables through Exploratory Factor Analysis (EFA) For the assessment of 47 observed variables, Principal Component Analysis with Varimax rotation was employed for factor extraction Initially, the KMO value was found to be 0.928, exceeding the threshold of 0.5; however, several independent variables did not meet the criteria After removing the variables CLHH02, CLHH03, DVCS05, CSTT03, SBT02, SBTO3, SBT04, UTTHO1, UTTHO2, STLO1, GCO1, and KNXLO1, the analysis yielded refined results.
34 Table 4.17: Result table of independent variable discovery factor rotation
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling
Rotate the factor of the dependent variable 35
Table 4.18: Result table of factor rotation to discover dependent variable
Kaiser-Meyer-Olkin Measure of Sampling 5
Approx Chi-Square | 436.182 Bartlett's Test of df 10
SHL (Source: The results are processed from the research team's survey data)
MULTI-VARIABLE REGRESSION 36
Correlation analysis was conducted to examine the relationships between the dependent variable and several independent variables, including satisfaction (SHL), responsiveness (KNDU), brand image (HATH), formality (HT), and need fulfillment (TMNC) This analysis aimed to identify significant correlations after excluding any irrelevant data.
1.000 £734 unsatisfactory variable, brand image (HATH) and the final table of results
Table 4.19: Correlation test results table
Correlations SHL |TMNC |} KNDU | HT
Test of model fit 36
To assess the fit of the regression model, the coefficient of determination R2 must be changed by 0.642, which corresponds to a significance of 64.2 percent of the variation of
37 satisfaction (SHL) May be explained by changes in three independent variables: responsiveness (KNDU), satisfy the need (TMNC), formality (HT)
Table 4.20: Matching test results table
Adjusted | Std Error of Statistics Model] R_ |R Square
1.913 a Predictors: (Constant), HT, TMNC, KNDU b Dependent Variable: SHL
(Source: The results are processed from the research team's survey data)
In the value analysis table of significance with Sig = 0.000( < 0.05) means that the given linear regression model is consistent with the actual income data
Table 4.21: Table of results of Multivariable Regression
B Beta Zero-order | Partial | Part
(Source: The results are processed from the research team's survey data) The unnormalized regression has the form:
The normalized regression has the form:
The analytical results indicate that the theoretical model aligns with the research data, confirming three validated hypotheses: Form, Satisfaction of Needs, and Ability to Meet Research Needs.
Image 4.1: Model of factors affecting purchase intention at Co.op Food and Bach Hoa