sự thoả mãn đến lòng trung thành và hành vi mua lặp lại áo sơ mi may sẵn đối với người tiêu dùng đô thị Việt Nam dưới ảnh hưởng bởi sự dính líu và phong cách thời trang

Header Page of 148 Bộ giáo dục đào tạo TRờng đại học kinh tế quốc dân Phạm văn tuấn NGHIÊN CứU tác động thỏa mãn đến lòng TRUNG THàNH Và HàNH VI MUA LặP LạI áo sơ mi may sẵn ngời tiêu dùng đô thị việt nam dới ảnh hởng dính líu phong cách thời trang Chuyên ngành: quản trị kinh doanh (marketing) Mã số: 62340 62340102 Ngời hớng dẫn khoa học: gs.ts trần minh đạo ts Nguyễn ngọc quang Hà nội, năm 2014 Footer Page of 148 Header Page of 148 i LI CAM OAN Tụi xin cam oan õy l cụng trỡnh nghiờn cu riờng ca tụi Cỏc kt qu nghiờn cu c trỡnh by lun ỏn l trung thc v cha tng c cụng b bt k cụng trỡnh nghiờn cu khoa hc no khỏc H Ni, ngy thỏng nm 2014 Tỏc gi lun ỏn Phm Vn Tun Footer Page of 148 ii Header Page of 148 LI CM N Trong quỏ trỡnh nghiờn cu tụi ó nhn c s giỳp rt nhiu t gia ỡnh, cỏc thy cụ giỏo v bn bố Li cm n u tiờn tụi dnh cho gia ỡnh thõn yờu! Gia ỡnh l ngun ng viờn, khuyn khớch tụi hon thnh tõm nguyn Em xin gi li cm n sõu sc ti cỏc thy ó luụn tn tỡnh hng dn v khuyn khớch em hon thnh lun ỏn Tụi xin gi li cm n chõn thnh n cỏc thy, cụ giỏo, cỏc bn ng nghip khoa ó luụn ng viờn, chia s ti liu, h tr cụng vic, to iu kin cho tụi thc hin nghiờn cu Cm n cỏc Cụng ty May mc PND, Cụng ty May 10, cụng ty Shinpoong Daewoo, cỏc bn bố lm vic ó chia s thụng tin v giỳp tụi vic thu thp thụng tin sut quỏ trỡnh nghiờn cu! Cm n nhng ngi bn ó luụn luụn ng viờn, khuyn khớch tụi hon thnh lun ỏn! Tụi rt hnh phỳc cú cỏc bn ng hnh cựng tụi trờn cuc i ny c bit, tụi xin li cm n n cỏc th h sinh viờn Marketing! S say mờ ca cỏc bn i vi ngh marketing chớnh l ng lc tụi hon thnh bn lun ỏn ny Footer Page of 148 Header Page of 148 iii MC LC LI CAM OAN i LI CM N ii MC LC iii DANH MC T VIT TT vi DANH MC BNG BIU, HèNH V vii NH NGHA THUT NG x CHNG 1: PHN M U 1.1 Gii thiu cụng trỡnh nghiờn cu 1.2 Lý chn ti 1.3 Mc tiờu, cõu hi v nhim v nghiờn cu 1.3.1 Mc tiờu nghiờn cu 1.3.2 Cõu hi nghiờn cu 1.3.3 Nhim v nghiờn cu 1.4 i tng v phm vi nghiờn cu 1.5 Phng phỏp nghiờn cu 1.6 Nhng úng gúp mi CHNG 2: TNG QUAN NGHIấN CU 2.1 C s lý thuyt v tng quan tỡnh hỡnh nghiờn cu 2.1.1 S tha 2.1.2 Lũng trung thnh 15 2.1.3 Hnh vi mua lp li 29 2.2 Tỏc ng ca s tha n lũng trung thnh v hnh vi mua lp li 31 2.2.1 Tỏc ng ca s tha ti cỏc biu hin ca lũng trung thnh 31 2.2.2 Tỏc ng ca cỏc biu hin ca lũng trung thnh ti hnh vi mua lp li 33 2.2.3 Tỏc ng ca s tha n hnh vi mua lp li 36 Footer Page of 148 Header Page of 148 iv 2.3 Tỏc ng ca s tha ti lũng trung thnh v hnh vi mua lp li di nh hng ca s dớnh lớu 38 2.3.1 Cỏc quan im v s dớnh lớu 38 2.3.2 S dớnh lớu cỏ nhõn (Ego involvement) v t quỏ trỡnh mua (Purchase involvement) 40 2.3.3 Cỏc nghiờn cu v s dớnh lớu ngnh thi trang 42 2.3.4 nh hng iu tit ca s dớnh lớu tỏc ng ca s tha n lũng trung thnh v hnh vi mua lp li 43 2.4 Th trng thi trang v s tỏc ng ca s tha n lũng trung thnh v hnh vi mua lp li di nh hng ca phong cỏch thi trang 46 2.4.1 Thi trang v th trng thi trang may sn ti Vit Nam 46 2.4.2 Tỏc ng ca s tha n lũng trung thnh v hnh vi mua lp li di nh hng ca phong cỏch thi trang 48 2.5 Mụ hỡnh v cỏc gi thuyt nghiờn cu 53 2.5.1 Mụ hỡnh 53 2.5.2 Cỏc gi thuyt nghiờn cu 54 Túm tt v kt lun chng 56 CHNG 3: PHNG PHP NGHIấN CU 58 3.1 Khỏi quỏt phng phỏp v quy trỡnh nghiờn cu 58 3.1.1 Phng phỏp thu thp v x lý d liu 58 3.1.2 Quy trỡnh nghiờn cu 60 3.1.3 K hoch nghiờn cu 62 3.2 Thit k nghiờn cu s b v xõy dng thang o 63 3.2.1 Nghiờn cu s b nh tớnh 63 3.2.2 Nghiờn cu s b nh lng 66 3.3 Nghiờn cu chớnh thc 83 3.3.1 Phng phỏp chn mu 83 3.3.2 Mụ t mu nghiờn cu 87 Túm tt v kt lun chng 88 Footer Page of 148 Header Page of 148 v CHNG 4: KT QU NGHIấN CU 89 4.1 Kim nh thang o bng phng phỏp phõn tớch nhõn t khng nh (CFA).89 4.1.1 Tiờu chun kim nh theo CFA 89 4.1.2 Kt qu kim nh theo CFA 93 4.2 Kim nh mụ hỡnh v cỏc gii thuyt nghiờn cu 98 4.2.1 Kim nh mụ hỡnh nghiờn cu 98 4.2.2 Kim nh cỏc gi thuyt nghiờn cu .101 4.2.3 Kim nh s khỏc bit v giỏ tr trung bỡnh ca cỏc bin tim n theo cỏc nhúm ngi tiờu dựng cú phong cỏch thi trang khỏc 118 4.2.4 Kim nh s khỏc bit v giỏ tr trung bỡnh mu nghiờn cu ca cỏc bin theo gii tớnh v vựng .122 Túm tt v kt lun chng 127 CHNG 5: KT LUN, GI í CHIN LC V GII PHP MARKETING 128 5.1 Kt lun 128 5.2 Gi ý chin lc v cỏc nh hng gii phỏp marketing 132 5.2.1 Chin lc .132 5.2.2 nh hng gii phỏp 133 5.3 Hn ch v hng nghiờn cu tng lai 140 KT LUN 141 CễNG TRèNH NGHIấN CU CA TC GI 143 TI LIU THAM KHO 144 PH LC 1: BNG CU HI PHNG VN CHUYấN GIA V PHNG VN NHểM PH LC 2: BNG CU HI NGHIấN CU NGI TIấU DNG PH LC 3: KT QU NH GI S B THANG O PH LC 4: KT QU KIM NH CFA, KIM NH Mễ HèNH, KIM NH GI THUYT NGHIấN CU PH LC 5: CC NGHIấN CU V S DNH LU Footer Page of 148 Header Page of 148 vi DANH MC T VIT TT AIO Activities-Interest- Opinion AMOS Analysis Of Moment Structures ANOVA Analysis Of Variance B2C Business to Customer B2B Business to Business CFA Confirmatory Factor Analysis) CFI Comparative Fit Index CMIN/df Chi-Square iu chnh theo bc t ECSI European Customer Satisfaction Index EFA Exploratory Factor Analysis GFI Goodness of Fit Index LTT Lũng trung thnh MI Modification Indices MM Multitrait Multimethod SEM Structural Equation Modeling SPSS Statistical Package for the Social Sciences TLI Tucker & Lewis Index RMSEA Root Mean Square Error Approximation Footer Page of 148 Header Page of 148 vii DANH MC BNG BIU, HèNH V Bng biu Bng 2.1 Phm vi o lng lũng trung thnh 18 Bng 2.2 Bn giai on trung thnh thỏi 23 Bng 2.3 Ma trn thỏi - hnh vi ving thm (hnh vi liờn quan n vic mua lp li) 24 Bng 2.4 Tng kt lý v s sai lch gia lũng trung thnh v hnh vi mua lp li 35 Bng 2.5 Phõn chia cỏc nhúm ngi da trờn s la chn trang phc 51 Bng 3.1 K hoch nghiờn cu 62 Bng 3.2 Thang o s tha 68 Bng 3.3 Kt qu rỳt EFA thang o s tha 69 Bng 3.4 Kt qu rỳt EFA thang o s tha sau loi bin 70 Bng 3.5 Thang o s tha sau iu chnh 70 Bng 3.6 Thang o cam kt 71 Bng 3.7 Kt qu EFA thang o cam kt 72 Bng 3.8 Kt qu rỳt EFA thang o cam kt sau loi bin 73 Bng 3.9 Thang o cam kt sau iu chnh 74 Bng 3.10 Thang o tin tng 74 Bng 3.11 Kt qu rỳt EFA thang o tin tng 75 Bng 3.12 Kt qu rỳt EFA thang o tin tng sau iu chnh 75 Bng 3.13 Thang o tin tng sau iu chnh 76 Bng 3.14 Thang o truyn ming 76 Bng 3.15 Kt qu rỳt EFA thang o truyn ming 77 Bng 3.16 Thang o hnh vi mua lp li 77 Bng 3.17 Kt qu rỳt trớch EFA thang o hnh vi mua lp li 78 Bng 3.18 Thang o s dớnh lớu 79 Bng 3.19 Kt qu EFA thang o s dớnh lớu cỏ nhõn 80 Bng 3.20 Kt qu rỳt trớch sau loi bin quan sỏt thang o s dớnh lớu cỏ nhõn81 Bng 3.21 Thang o s dớnh lớu cỏ nhõn sau iu chnh 81 Footer Page of 148 Header Page of 148 viii Bng 3.22 Kt qu EFA thang o s dớnh lớu t quỏ trỡnh mua 82 Bng 3.23 Kt qu EFA thang o s dớnh lớu t quỏ trỡnh mua sau iu chnh 82 Bng 3.24 Thang o s dớnh lớu t quỏ trỡnh mua sau iu chnh 83 Bng 3.25 Phõn b mu nghiờn cu 85 Bng 3.26 Mụ t mu nghiờn cu (N=615) 87 Bng 4.1 Tng hp tin cy v tng phng sai trớch ca cỏc thang o 94 Bng 4.2 Ch s ca mụ hỡnh 100 Bng 4.3 Kt qu kim nh mụ hỡnh cha cú s tỏc ng ca bin iu tit (chun húa) 100 Bng 4.4 Kt qu hi quy nhm kim nh nhúm gi thuyt H8a, H9a, H10a 104 Bng 4.5 Kt qu hi quy nhm kim nh nhúm gi thuyt H8b, H9b, H10b 105 Bng 4.6 Kt qu hi quy nhm kim nh nhúm gi thuyt H11a, H12a, H13a 106 Bng 4.7 Kt qu hi quy kim nh nhúm gi thuyt H11b H12b, H13b 107 Bng 4.8 Kt qu hi quy kim nh gi thuyt H14a 108 Bng 4.9 Kt qu hi quy kim nh gi thuyt H14b 109 Bng 4.10 S khỏc bit gia cỏc ch tiờu tng thớch gia mụ hỡnh kh bin vi bt bin tng phn theo gii tớnh ca khỏch hng 113 Bng 4.11 S khỏc bit gia cỏc ch tiờu tng thớch gia mụ hỡnh kh bin vi bt bin tng phn theo gii tớnh ca khỏch hng 115 Bng 4.12 S lng mu nghiờn cu la chn cỏc phong cỏch thi trang khỏc 115 Bng 4.13 So sỏnh s khỏc bit ca mụ hỡnh kh bin v bt bin 118 Bng 4.14 Giỏ tr trung bỡnh mu nghiờn cu 118 Bng 4.15 Giỏ tr trung bỡnh mu nghiờn cu ca cỏc nhúm ngi cú phong cỏch thi trang khỏc 119 Bng 4.16 Kim nh s khỏc bit v giỏ tr trung bỡnh mu nghiờn cu ca cỏc bin tim n theo cỏc nhúm ngi cú phong cỏch thi trang khỏc 122 Footer Page of 148 Header Page 10 of 148 ix Hỡnh v Hỡnh 2.1 Mụ hỡnh v mụ truyn thng v s tha ca khỏch hng (Woodruff & Gardian 1996) 12 Hỡnh 2.2 Mụ hỡnh ch s tha khỏch hng ca M (America Customer Satisfaction Index ACSI) 13 Hỡnh 2.3 Mụ hỡnh ch s tha khỏch hng ca EU (European Customer Satisfaction Index ECSI) 13 Hỡnh 2.4 Mụ hỡnh Gounaris, S v Stathakopoulos (2004) 19 Hỡnh 2.5 Mụ Hỡnh Ki-Joon Back v Sara C Parks (2004) 22 Hỡnh 2.6 Mụ hỡnh nghiờn cu ca Caceres and Nicholas G Paparoidamis (2005)- European Journal of Marketing Vol 41 31 Hỡnh 2.7 Mụ hỡnh nghiờn cu ca Norizan Kassim v Nor Asiah Abdullah, 2009 36 Hỡnh 2.8 Mụ hỡnh C.-F Chen, M.-H Tsai, 2008 44 Hỡnh 2.9 Mụ hỡnh Manuel, 2009 45 Hỡnh 2.10 Mụ hỡnh nghiờn cu 53 Hỡnh 3.1 Quy trỡnh nghiờn cu 60 Hỡnh 4.1 Kt qu CFA thang o lũng trung thnh (chun húa) 93 Hỡnh 4.2 Kt qu CFA thang o cỏc yu t lũng trung thnh vi mua lp li (chun húa) 95 Hỡnh 4.3 Kt qu CFA thang o s tha (chun húa) 96 Hỡnh 4.4 Kt qu CFA mụ hỡnh o lng ti hn (chun húa) 97 Hỡnh 4.5 Kt qu phõn tớch (SEM) mụ hỡnh nghiờn cu lớ thuyt (cha cú s tỏc ng ca bin iu tit) 99 Hỡnh 4.6 Mụ hỡnh kh bin 110 Hỡnh 4.7 Mụ hỡnh bt bin 110 Hỡnh 4.8 Phõn tớch a nhúm theo gii tớnh ca mụ hỡnh kh bin 112 Hỡnh 4.9 Phõn tớch a nhúm theo gii tớnh ca mụ hỡnh bt bin 112 Hỡnh 4.10 Phõn tớch nhúm theo vựng ca mụ hỡnh kh bin 114 Hỡnh 4.11 Phõn tớch nhúm theo vựng ca mụ hỡnh bt bin 114 Hỡnh 4.12 Phõn tớch nhúm theo phong cỏch thi trang mụ hỡnh kh bin (4 nhúm) 116 Hỡnh 4.13 Phõn tớch nhúm theo phong cỏch thi trang mụ hỡnh bt bin (4 nhúm) 117 Footer Page 10 of 148 Header Page 226 of 148 Independent Samples Test Levene's Test for t-test for Equality of Means Equality of Variances 95% Sig F Sig t df (2tailed) Mean Std Error Difference Difference Confidence Interval of the Difference Lower Upper STM_1 Equal variances ,440 ,508 2,070 207 ,040 ,34755 ,16792 ,01649 ,67861 2,082 202,655 ,039 ,34755 ,16697 ,01833 ,67677 ,012 ,43821 ,17344 ,09627 ,78015 2,510 193,086 ,013 ,43821 ,17461 ,09382 ,78259 ,34635 ,17917 - assumed Equal variances not assumed STM_2 Equal variances 1,752 ,187 2,527 207 assumed Equal variances not assumed STM_3 Equal variances 1,346 ,247 1,933 207 ,055 assumed Equal variances ,00689 1,923 194,361 ,056 ,34635 ,18012 not assumed STM_4 Equal variances ,093 ,761 ,409 207 ,683 ,07086 ,17335 ,411 202,083 ,682 ,07086 ,17253 not assumed Footer Page 226 of 148 - ,41263 - ,41106 ,26934 ,733 1,937 207 ,054 ,35421 ,18289 assumed Equal variances ,70159 ,27091 not assumed STM_5 Equal variances ,117 ,00890 assumed Equal variances ,69958 - ,71478 ,00636 1,937 199,008 ,054 ,35421 ,18284 ,00635 ,71477 Header Page 227 of 148 Independent Samples Test Levene's Test for Equality of Variances F Sig t-test for Equality of Means t Df MLL_1 Equal variances 1,058 ,305 2,400 207 assumed Equal variances not assumed MLL_2 Equal variances ,448 assumed Equal variances not assumed MLL_3 Equal variances ,308 assumed 95% Confidence Interval of the Difference Lower Upper ,017 ,43710 ,18215 ,07799 ,79620 2,390 195,600 ,018 ,43710 ,18286 ,07646 ,79773 ,046 ,35208 ,17512 ,00684 ,69732 2,009 198,266 ,046 ,35208 ,17524 ,00651 ,69765 ,237 ,21471 ,18114 -,14241 ,57182 1,184 197,681 ,238 ,21471 ,18140 -,14302 ,57244 ,504 2,011 207 ,579 1,185 207 Equal variances not assumed Sig Mean Std Error (2Difference Difference tailed) 4.37 S khỏc bit vựng nhúm Group Statistics Q12 CK H Ni TP HCM TT H Ni TP HCM TM H Ni TP HCM STM H Ni TP HCM MLL H Ni TP HCM Footer Page 227 of 148 N Mean Std Deviation Std Error Mean 155 4,1180 1,13461 ,09113 54 155 54 155 54 155 54 155 54 3,2989 4,2935 3,5880 3,67097 2,85648 3,7535 3,3037 3,9914 3,4198 ,57631 1,21715 ,62788 1,310161 ,615449 1,04938 ,59525 1,13957 ,81697 ,07843 ,09776 ,08544 ,105235 ,083752 ,08429 ,08100 ,09153 ,11118 Header Page 228 of 148 Independent Samples Test Levene's Test for t-test for Equality of Means Equality of Variances Sig F Sig t Df (2tailed) CK Equal variances 21,973 ,000 5,076 207 95% Confidence Mean Std Error Difference Difference Interval of the Difference Lower Upper ,000 ,81903 ,16136 ,50090 1,13716 6,812 179,891 ,000 ,81903 ,12023 ,58178 1,05628 ,000 ,70559 ,17332 ,36388 1,04729 5,434 177,757 ,000 ,70559 ,12984 ,44936 ,96181 ,000 ,814486 ,185227 ,449312 1,179660 6,056 189,715 ,000 ,814486 ,134494 ,549190 1,079783 ,003 ,44984 ,15074 ,15266 ,74702 3,848 163,812 ,000 ,44984 ,11690 ,21902 ,68067 ,001 ,57164 ,16850 ,23945 ,90384 3,970 128,832 ,000 ,57164 ,14401 ,28672 ,85657 assumed Equal variances not assumed TT Equal variances 23,601 ,000 4,071 207 assumed Equal variances not assumed TM Equal variances 32,641 ,000 4,397 207 assumed Equal variances not assumed STM Equal variances 14,368 ,000 2,984 207 assumed Equal variances not assumed MLL Equal variances 4,618 ,033 3,393 207 assumed Equal variances not assumed Footer Page 228 of 148 Header Page 229 of 148 Independent Samples Test Levene's Test for Equality of Variances F Sig t-test for Equality of Means t Df Sig Mean Std Error (2Difference Difference tailed) 95% Confidence Interval of the Difference Lower CK_1 Equal variances ,350 assumed Equal variances not assumed CK_2 Equal variances 2,855 assumed Equal variances not assumed ,555 3,349 207 ,001 ,69976 ,20894 ,28784 1,11168 3,847 123,284 ,000 ,69976 ,18192 ,33968 1,05985 ,000 ,73799 ,20079 ,34213 1,13385 4,287 127,872 ,000 ,73799 ,17214 ,39737 1,07861 ,000 ,90406 ,22935 ,45191 1,35622 4,738 137,573 ,000 ,90406 ,19080 ,52678 1,28135 ,000 1,21601 ,22037 ,78155 1,65047 7,057 160,551 ,000 1,21601 ,17231 ,87573 1,55629 ,000 ,60514 ,17000 ,26998 ,94029 4,600 164,656 ,000 ,60514 ,13156 ,34537 ,86491 ,000 ,76894 ,18415 ,40590 1,13198 5,630 181,678 ,000 ,76894 ,13659 ,49944 1,03844 ,000 ,80131 ,20535 ,39648 1,20615 4,783 144,406 ,000 ,80131 ,16753 ,47018 1,13244 ,093 3,675 207 CK_3 Equal variances 10,556 ,001 3,942 207 assumed Equal variances not assumed CK_4 Equal variances 30,565 ,000 5,518 207 assumed Equal variances not assumed CK_5 Equal variances 12,100 ,001 3,560 207 assumed Equal variances not assumed CK_6 Equal variances 22,010 ,000 4,176 207 assumed Equal variances not assumed CK_7 Equal variances 6,380 assumed Equal variances not assumed Footer Page 229 of 148 Upper ,012 3,902 207 Header Page 230 of 148 Independent Samples Test Levene's Test for Equality t-test for Equality of Means of Variances Sig F Sig t Df (2tailed) TT_1Equal 95% onfidence Mean Std Error Difference Difference Interval of the Difference Lower Upper variances 12,176 ,001 3,462 207 ,001 ,70108 ,20253 ,30179 1,10036 variances 4,354 154,014 ,000 ,70108 ,16103 ,38296 1,01919 variances 14,820 ,000 3,528 207 ,001 ,62473 ,17709 ,27560 ,97386 variances 4,422 152,691 ,000 ,62473 ,14129 ,34559 ,90387 variances 18,858 ,000 3,231 207 ,001 ,63345 ,19606 ,24692 1,01999 variances 4,044 152,187 ,000 ,63345 ,15663 ,32399 ,94291 assumed Equal not assumed TT_2Equal assumed Equal not assumed TT_3Equal assumed Equal not assumed Footer Page 230 of 148 Header Page 231 of 148 Independent Samples Test Levene's Test for Equality t-test for Equality of Means of Variances Sig F Sig t df (2tailed) TM_1 Equal variances 7,215 ,008 2,650 207 95% onfidence Mean Std Error Difference Difference Interval of the Difference Lower Upper ,009 ,53931 ,20351 ,13809 ,94052 3,368 158,107 ,001 ,53931 ,16011 ,22307 ,85554 4,232 207 ,000 ,88793 ,20980 ,47432 1,30154 5,190 144,556 ,000 ,88793 ,17109 ,54977 1,22610 3,633 207 ,000 ,86344 ,23766 ,39489 1,33199 4,710 165,972 ,000 ,86344 ,18333 ,50149 1,22539 4,182 207 ,000 ,96726 ,23129 ,51127 1,42326 5,417 165,649 ,000 ,96726 ,17855 ,61473 1,31980 assumed Equal variances not assumed TM_2 Equal variances 15,554 ,000 assumed Equal variances not assumed TM_3 Equal variances 26,532 ,000 assumed Equal variances not assumed TM_4 Equal variances 21,426 ,000 assumed Equal variances not assumed Footer Page 231 of 148 Header Page 232 of 148 Independent Samples Test Levene's Test for Equality of t-test for Equality of Means Variances Sig F Sig t df (2tailed) STM_1Equal variances 12,486 ,001 3,441 207 95% Confidence Mean Std Error Difference Difference Interval of the Difference Lower Upper ,001 ,64516 ,18751 ,27548 1,01484 4,021 128,480,000 ,64516 ,16044 ,32771 ,96261 ,276 ,21780 ,19955 -,17561 ,61122 1,321 139,936,189 ,21780 ,16487 -,10816 ,54377 ,014 ,49976 ,20249 ,10056 ,89897 3,214 167,791,002 ,49976 ,15549 ,19279 ,80673 ,218 ,24277 ,19636 -,14436 ,62990 1,538 149,844,126 ,24277 ,15785 -,06913 ,55468 ,002 ,64373 ,20489 ,23978 1,04767 3,732 133,640,000 ,64373 ,17248 ,30258 ,98488 assumed Equal variances not assumed STM_2Equal variances 8,165 ,005 1,091 207 assumed Equal variances not assumed STM_3Equal variances 7,280 ,008 2,468 207 assumed Equal variances not assumed STM_4Equal variances 6,550 ,011 1,236 207 assumed Equal variances not assumed STM_5Equal variances 2,734 ,100 3,142 207 assumed Equal variances not assumed Footer Page 232 of 148 Header Page 233 of 148 Independent Samples Test Levene's Test for Equality of t-test for Equality of Means Variances 95% Confidence F Sig t Df Sig (2- Mean Std Error tailed) Difference Difference Interval of the Difference Lower MLL_1Equal variances 5,385 ,021 3,133207 Upper ,002 ,64253 ,20505 ,23827 1,04679 3,738135,034,000 ,64253 ,17189 ,30259 ,98247 1,960207 ,051 ,39032 ,19911 -,00221 ,78286 2,317132,030,022 ,39032 ,16845 ,05712 ,72353 3,393207 ,001 ,68208 ,20104 ,28573 1,07843 4,002131,342,000 ,68208 ,17045 ,34490 1,01926 assumed Equal variances not assumed MLL_2Equal variances 3,786 ,053 assumed Equal variances not assumed MLL_3Equal variances 4,783 ,030 assumed Equal variances not assumed Footer Page 233 of 148 Header Page 234 of 148 4.38 Khỏc bit nam-n nhúm Independent Samples Test Levene's Test for t-test for Equality of Means Equality of Variances 95% Confidence F Sig t Df Sig (2- Mean Std Error tailed) Difference Difference Interval of the Difference Lower CK Equal variances ,369 ,544 ,597 253 Upper ,551 ,07442 ,12456 -,17088 ,31973 223,285,553 ,07442 ,12533 -,17256 ,32141 ,942 -,01017 ,14063 -,28712 ,26678 -,072 229,608,942 -,01017 ,14044 -,28689 ,26656 ,927 -,012772 ,139325 -,287156 ,261613 -,090 215,448,928 -,012772 ,141429 -,291534 ,265991 ,853 ,02186 ,11759 -,20971 ,25343 224,291,853 ,02186 ,11818 -,21102 ,25474 ,319 -,13711 ,13720 -,40731 ,13309 -,974 205,669,331 -,13711 ,14076 -,41462 ,14040 assumed Equal variances ,594 not assumed TT Equal variances ,043 ,835 -,072 253 assumed Equal variances not assumed TM Equal variances ,375 ,541 -,092 253 assumed Equal variances not assumed STM Equal variances ,772 ,381 ,186 253 assumed Equal variances ,185 not assumed MLL Equal variances 1,797 ,181 -,999 253 assumed Equal variances not assumed Footer Page 234 of 148 Header Page 235 of 148 4.39 Khỏc bit vựng nhúm Independent Samples Test Levene's Test for Equality of t-test for Equality of Means Variances 95% Confidence F Sig t Df Sig (2- Mean Std Error tailed) Difference Difference Interval of the Difference Lower CK Equal Upper variances54,179 ,000 6,374 253 ,000 ,74675 ,11716 ,51601 ,97749 variances 243,422,000 ,74675 ,10263 ,54460 ,94890 variances31,421 ,000 6,141 253 ,000 ,81580 ,13285 ,55418 1,07743 variances 252,949,000 ,81580 ,12099 ,57752 1,05409 variances26,605 ,000 5,176 253 ,000 ,694396 ,134160 ,430183 ,958609 variances 251,498,000 ,694396 ,120112 ,457843 ,930948 variances10,536 ,001 5,886 253 ,000 ,65730 ,11168 ,43737 ,87724 variances 252,577,000 ,65730 ,10224 ,45596 ,85865 variances21,195 ,000 1,873 253 ,062 ,25894 ,13825 -,01333 ,53120 variances 251,119,037 ,25894 ,12356 ,01559 ,50228 assumed Equal 7,276 not assumed TT Equal assumed Equal 6,742 not assumed TM Equal assumed Equal 5,781 not assumed STM Equal assumed Equal 6,429 not assumed MLLEqual assumed Equal not assumed Footer Page 235 of 148 2,096 Header Page 236 of 148 Independent Samples Test Levene's Test for Equality of Variances F CK_1 Equal variances assumed3,048 Equal variances not Sig t-test for Equality of Means t 95% Confidence Interval of the Sig (2- Mean Std Error Df Difference tailed) Difference Difference Lower Upper ,082 4,207253 ,000 ,63170 ,15017 ,33596 ,92744 4,544250,568,000 ,63170 ,13903 ,35789 ,90551 ,002 ,52467 ,16371 ,20227 ,84707 3,524252,990,001 ,52467 ,14888 ,23147 ,81787 ,000 ,81197 ,17898 ,45948 1,16445 4,795242,648,000 ,81197 ,16935 ,47838 1,14555 ,000 1,27117 ,17013 ,93611 1,60623 8,423248,934,000 1,27117 ,15092 ,97393 1,56841 ,000 ,70960 ,13909 ,43568 ,98351 5,526251,227,000 ,70960 ,12840 ,45672 ,96248 ,000 ,82420 ,15397 ,52097 1,12743 5,980251,447,000 ,82420 ,13782 ,55278 1,09562 ,002 ,45396 ,14783 ,16283 ,74510 3,378252,996,001 ,45396 ,13438 ,18933 ,71860 assumed CK_2 Equal variances assumed22,051 Equal variances not ,000 3,205253 assumed CK_3 Equal variances assumed6,219 Equal variances not ,013 4,537253 assumed CK_4 Equal variances assumed70,965 Equal variances not ,000 7,472253 assumed CK_5 Equal variances assumed15,875 Equal variances not ,000 5,102253 assumed CK_6 Equal variances assumed29,195 Equal variances not ,000 5,353253 assumed CK_7 Equal variances assumed12,918 Equal variances assumed Footer Page 236 of 148 not ,000 3,071253 Header Page 237 of 148 Independent Samples Test Levene's Test for Equality of Variances F TT_1 Equal variances assumed 11,692 Equal variances assumed Equal variances Sig ,001 not TT_2 Equal variances assumed 14,271 t-test for Equality of Means ,000 not t df 5,690253 95% Confidence Interval of the Sig (2- Mean Std Error tailed) Difference Difference Difference Lower Upper ,000 ,88034 ,15472 ,57564 1,18505 6,093248,010,000 ,88034 ,14448 ,59577 1,16491 4,768253 ,000 ,66356 ,13916 ,38950 ,93762 5,077245,859,000 ,66356 ,13070 ,40612 ,92100 4,871253 ,000 ,76671 ,15740 ,45672 1,07669 5,353252,977,000 ,76671 ,14323 ,48463 1,04878 assumed TT_3 Equal variances assumed 21,967 Equal variances assumed ,000 not Independent Samples Test Levene's Test for Equality of Variances F Sig t-test for Equality of Means t df Sig (2- Mean Std Error tailed) Difference Difference 95% Confidence Interval of the Difference Lower TM_1 Equal variances assumed 7,454 Equal variances assumed not TM_2 Equal variances assumed 16,683 Equal variances assumed not TM_3 Equal variances assumed 21,941 Equal variances assumed not TM_4 Equal variances assumed 23,583 Equal variances assumed Footer Page 237 of 148 not ,007 2,829253 Upper ,005 ,45047 ,15923 ,13687 ,76406 3,077252,004,002 ,45047 ,14639 ,16215 ,73878 ,000 ,68493 ,16511 ,35976 1,01009 4,454248,863,000 ,68493 ,15379 ,38204 ,98782 ,000 ,85587 ,17047 ,52015 1,19158 5,514252,960,000 ,85587 ,15521 ,55020 1,16153 ,000 ,78632 ,17800 ,43578 1,13687 4,870252,988,000 ,78632 ,16146 ,46834 1,10431 ,000 4,148253 ,000 5,021253 ,000 4,418253 Header Page 238 of 148 Independent Samples Test Levene's Test for Equality t-test for Equality of Means of Variances 95% Confidence F Sig t Df Sig (2- Mean Std Error tailed) Difference Difference Interval of the Difference Lower STM_1 Equal variances9,211 ,003 5,015 253 Upper ,000 ,71348 ,14227 ,43329 ,99367 5,282 240,983 ,000 ,71348 ,13509 ,44738 ,97958 ,003 ,46270 ,15256 ,16226 ,76315 3,180 238,596 ,002 ,46270 ,14553 ,17602 ,74939 ,000 ,83294 ,16436 ,50926 1,15663 5,593 252,959 ,000 ,83294 ,14893 ,53964 1,12624 ,001 ,51282 ,15334 ,21083 ,81481 3,641 252,149 ,000 ,51282 ,14085 ,23543 ,79021 ,000 76457 ,15547 ,45840 1,07074 5,349 251,988 ,000 ,76457 ,14294 ,48305 1,04609 assumed Equal variances not assumed STM_2 Equal variances4,956 ,027 3,033 253 assumed Equal variances not assumed STM_3 Equal variances4,459 ,036 5,068 253 assumed Equal variances not assumed STM_4 Equal variances4,296 ,039 3,344 253 assumed Equal variances not assumed STM_5 Equal variances7,048 ,008 4,918 253 assumed Equal variances not assumed Footer Page 238 of 148 Header Page 239 of 148 PH LC 5: CC NGHIấN CU V S DNH LU Nghiờn cu Nghiờn cu loi tham gia Tiger v ng nghip S dớnh lớu lnh vc thi trang Lastovicka v Gardner (1979) S dớnh lớu sn phm Tyebjee (1979) S dớnh lớu sn phm/nhim v Bloch (1981) S dớnh lớu loi sn phm Shimp v Sharma (1983) S dớnh lớu sn phm Traylor v Joseph (1984) S dớnh lớu sn phm Zaichkowsky (1985) S dớnh lớu vi qung cỏo/sn phm Kapferer v Laurent (1985) S dớnh lớu sn phm Slama v Tashchian (1985) S dớnh lớu vic mua hng McQuarrie v Munson (1986) S dớnh lớu McQuarrie v Munson (1986) S dớnh lớu lõu di Ratchford (1987) S dớnh lớu Venkatraman (1988) S dớnh lớu lõu di/phng tin Celsi v Olson (1988) S dớnh lớu cm nhn Higie v Feick (1988/9) S dớnh lớu lõu di Mittal (1989) S dớnh lớu quyt nh mua hng Mittal v Lee (1989) S dớnh lớu quyt nh thng hiu/sn phm Jensen v cng s (1989) S dớnh lớu Jain v Srinivasan (1990) S dớnh lớu McQuarrie v Munson (1991) S dớnh lớu Edgett v Cullen (1993) S dớnh lớu/la chn Knox v ng nghip (1994) S dớnh lớu di hn/tỡnh th Zaichkowsky (1994) S dớnh lớu vi qung cỏo Beharrel v Denison (1995) S dớnh lớu quỏ trỡnh quyt nh mua hng Broderick v ng nghip (1995) S dớnh lớu Van Trijp v ng nghip (1996) S dớnh lớu sn phm Footer Page 239 of 148 Header Page 240 of 148 Nghiờn cu Nghiờn cu loi tham gia Houston v Walker (1996) S dớnh lớu tỡnh th Kirmani v ng nghip (1999) S dớnh lớu thng hiu Neelamegham v Jain (1999) S dớnh lớu vi hot ng (xem phim) Ganesh v ng nghip (2000) S dớnh lớu dch v Speed v Thompson (2000) S dớnh lớu s kin Grayson v Shulman (2000) S dớnh lớu vi s s hu Li v ng nghip (2000) S dớnh lớu vi hot ng (hc tp) Keaveney v Parthasarathy (2001) S dớnh lớu ca dch v Baumgartner v Steenkamp (2001) S dớnh lớu n sn phm De Wulf v ng nghip (2001) S dớnh lớu n tng loi sn phm Cho v ng nghip (2001) S dớnh lớu sn phm Kyle v ng nghip (2004) S dớnh lớu tiờu khin di hn ( Ngun: Tỏc gi tng hp) Footer Page 240 of 148 ... lòng trung thành hành vi mua lặp lại ảnh hưởng phong cách thời trang 46 2.4.1 Thời trang thị trường thời trang may sẵn Vi t Nam 46 2.4.2 Tác động thỏa mãn đến lòng trung thành hành vi mua lặp lại. .. định tác động thỏa mãn đến lòng trung thành hành vi mua lặp lại thị trường áo sơ mi thời trang may sẵn Vi t Nam 3) Kiểm định ảnh hưởng biến điều tiết phong cách thời trang đến tác động thỏa mãn đến. .. may sẵn, thực chủ đề Xuất phát từ lý trên, tác giả lựa chọn đề tài: "Nghiên cứu tác động thỏa mãn đến lòng trung thành hành vi mua lặp lại áo sơ mi may sẵn người tiêu dùng đô thị Vi t Nam ảnh hưởng