The intention of Vietnammese customer to purchase counterfeit product: a theory of planned behavior approach

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Thu Trang THE INTENTION OF VIETNAMESE CUSTOMER TO PURCHASE COUNTERFEIT PRODUCT: A THEORY OF PLANNED BEHAVIOR APPROACH MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Thu Trang THE INTENTION OF VIETNAMESE CUSTOMER TO PURCHASE COUNTERFEIT PRODUCT: A THEORY OF PLANNED BEHAVIOR APPROACH ID: 22110070 MASTER OF BUSINESS (Honours) SUPERVISOR: Nguyen Thi Mai Trang Ho Chi Minh City – Year 2014 ACKNOWLEDGEMENT This thesis could not be accomplished without the help, advise, support, guidance and encouragement of many people I wish to express my sincere gratitude to my advisor, Dr Nguyen Thi Mai Trang, for her clear and careful direction, guidance and correction to my thesis, especially for her enthusiasm in answering reminding, help and support Secondly, I would like to thank my dear colleagues, friend and classmates for their invaluable advice, help, encouragement and support during the time I was doing this thesis Last but not least, I would like to express my great thanks to my husband and my family for their support, assistance and encouragement for my study and thesis fulfillment ABSTRACT Vietnam is a developing country so counterfeit products are more than increase appeared in Vietnam However, so far the study for customer intention to purchase counterfeit products in Vietnam has not yet been thoroughly conducted This research is carried out with the objectives to identify the measurement scale of customer intention to purchase counterfeit products, identify the factors that impact on customer intention to purchase counterfeit products and measure the strength of relationship between these factors and customer intention to purchase counterfeit products in the Vietnam This research is done by a thorough literature review on concepts relating to customer intention to purchase counterfeit products from which the initial research model and hypotheses are constructed Research process has two steps including Generation of Items used to assure the appropriateness of the initial research model; Survey and data analysis used to collect the answer for the survey on various peoples in the South Region of Vietnam with the sample size of 329 for data analysis Number of statistical analysis techniques are used to analyze the data collected via SPSS program With research model which has factor analysis results in the identification of factors having significant impact to customer intention to purchase counterfeit products, and the extraction of three factor groups named as Attitude toward the Behavior to purchase counterfeit products, Subjective Norm and Perceived Behavioral Control After regression analysis proved that attitude toward the behavior to purchase counterfeit products has the highest impact Besides that, this study also researches the impact of perceived financial control on the relationship between attitude toward purchasing counterfeit product and customer intention to purchase counterfeit product TABLE OF CONTENTS ACKNOWLEDGEMENT ABSTRACT TABLE OF CONTENTS LIST OF ABBREVIATIONS LIST OF TABLES LIST OF FIGURES CHAPTER INTRODUCTION 1.1 Research background 1.2 Research objectives 1.3 Research scope 1.4 Research contribution 1.5 Research structure CHAPTER LITERATURE REVIEW 2.1 Counterfeit products 2.2 Theory of Planned Behavior 2.3 Customer intention to purchase counterfeit product 2.4 Attitude towards the behavior to purchase counterfeit product 10 2.5 Subjective Norms 11 2.6 Perceived Behavioral Control 12 2.7 Perceived financial control 13 2.8 Research Model 14 2.9 Hypotheses summary 14 CHAPTER RESEARCH DESIGN 17 3.1 Research design 17 3.2 Measurement scale 19 3.3 Sample Size 20 3.4 Sampling techniques 21 3.5 Data collection method 21 3.6 Data analysis method 22 3.6.1 Statistical method 22 3.6.2 Descriptive statistics 22 3.6.3 Reliability analysis 22 3.6.4 Exploratory factor analysis 23 3.6.5 Multiple regression analysis 23 CHAPTER DATA ANALYSIS 24 4.1 Descriptive statistics 24 4.2 Assessment and refinement of measurement scale 25 4.2.1 Refinement of measurement scale 25 4.2.2 Exploratory Factor Analysis (EFA) 29 4.3 Multiple Linear Regression 31 4.3.1 Test of assumption 32 4.3.2 Correlation analysis 33 4.3.3 Regression analysis 33 4.3.4 Hypotheses testing 35 4.3.5 Moderating effect: Perceived Financial Control 37 CHAPTER CONCLUSIONS 44 5.1 Findings 44 5.2 Managerial implications 46 5.2.1 Attitude towards the behavior to purchase counterfeit products 46 5.2.2 Subjective Norms 47 5.2.3 Perceived Financial Control 48 5.3 Limitations and future research direction 49 REFRENECES 50 APPENDIX A QUESTIONARIES BẢNG CÂU HỎI APPENDIX B: GUIDELINE FOR QUALITATIVE IN-DEPTH INTERVIEW APPENDIX C: SURVEY RESULTS APPENDIX D: RESULTS OF MULTIPLE LINEAR REGRESSIONS APPENDIX E: RESULTS OF MULTIPLE LINEAR REGRESSIONS FOR MORDERATING VARIABLE APPENDIX F: HISTOGRAM, NORMAL REGRESSION & SCATTER PLOT OF DEPENDENT VARIABLE: CUSTOMER INTENTION TO PURCHASE COUNTERFEIT PRODUCT LIST OF ABBREVIATIONS TPB: Theory of Planned Behavior BIN: Customer intention ATB: Attitude towards the behavior to purchase counterfeit products SUN: Subjective norms PBC: Perceived Behavioral Control PFC: Perceived Financial Control PFC_L: Perceived Financial Control with low group PFC_H: Perceived Financial Control with high group LIST OF TABLES Table 2.1: Operational definitions of constructs 15 Table 3.1: Measurement scales 19 Table 3.2: Measurement scale after Qualitative Research 20 Table 4.1 Descriptive statistics 25 Table 4.2: Reliability analysis of dependent factor 26 Table 4.3: Reliability analysis of independent factors 27 Table 4.4 Rotated Component Matrix 31 Table 4.5 Correlation statistics 33 Table 4.6 Model Summary of multiple regression analysis 34 Table 4.7 ANOVA of multiple regression analysis 34 Table 4.8 Coefficients of multiple linear regression 35 Table 4.9 Hypotheses summary 36 Table 4.10 Summary result of the effect moderating variable 39 Table 4.11 ANOVA summary result 40 LIST OF FIGURES Figure 2.1: Research model 14 Figure 3.1 Research process 18 Subjective Norms With regard to this Nguyen Van Thong, How much your 28 years old, Project parents think you item, respondent should purchase Engineer suggested the counterfeit product? change the Nguyen Thanh Thuong, 24 years question statement old, Buyer by positive statement Ngo Cong Truong, How much your 28 years old, partners think you should purchase Manager counterfeit product? Ngo Phan Xuan Thi, 24 years old, How much your Shop Owner friends think you should purchase counterfeit product? How much your relatives think you should purchase counterfeit product? Your parents think you should purchase counterfeit products Your partners think you should purchase counterfeit products Your friends think you should purchase counterfeit products Your relatives think you should purchase counterfeit products Perceived Behavioral Control Nguyen Van Thong, 28 years old, Project Engineer Nguyen Thanh Thuong, 24 years old, Buyer Ngo Cong Truong, 28 years old, Manager Ngo Phan Xuan Thi, 24 years old, Shop Owner I have enough time to All respondents find and purchase understand the content questions counterfeits I have enough time to I I have enough find and purchase counterfeits have enough information to find and information to find and access counterfeits access counterfeits I am able to control and I am able to control and solve difficulties when solve difficulties when finding/purchasing finding/purchasing counterfeits counterfeits Perceived Financial Control Nguyen Van Thong, 28 years old, Project Engineer Nguyen Thanh Thuong, 24 years old, Buyer Ngo Cong Truong, 28 years old, Manager Ngo Phan Xuan Thi, 24 years old, Shop Owner I could likely afford to All respondents pay such a price for understand the content questions purchasing original I could likely afford to products products For me to spend a lot of For me to spend a lot of money for purchasing money for purchasing original original products is easy products is pay such a price for purchasing original easy My personal income My personal income permits me to easily permits me to easily spend spend money for original money for original products products Customer intention to purchase counterfeit product I will make effort to buy Nguyen Van Thong, I will make effort to All respondents 28 years old, Project buy counterfeits next understand the counterfeits next Engineer content questions month month Nguyen Thanh Thuong, 24 years I will plan to purchase I will plan to purchase old, Buyer any counterfeits next any counterfeits next Ngo Cong Truong, 28 years old, months months Manager I will expect to I will expect to purchase Ngo Phan Xuan Thi, 24 years old, purchase any any counterfeits next Shop Owner counterfeits next months months If I had the opportunity, If I had the opportunity, I I would buy counterfeits would buy counterfeits In summary, all respondents stated that they understand clearly the meaning of the questions and expressed that these questions were proper to ask people about the customer intention to purchase counterfeit product in Ho Chi Minh City and Binh Duong province B Vietnamese version Thông tin người phản hồi Câu hỏi gốc Phản hổi Thái độ hành vi mua hàng giả Nguyễn Văn Thơng, Nhìn chung, hàng giả Những người phản hồi 28 tuổi, Kỹ sư dự án, có chất lượng thỏa hiểu câu hỏi gốc nên đáng tỉnh Bình Dương khơng cần thay đổi Ngyễn Thanh Thương, 24 tuổi, Nhìn chung, hàng giả Họ phản hồi cần thay đổi nhân viên mua hàng, thực tế từ “thực tế” sang “thiết tỉnh Bình Dương thực” để dễ hiểu Nhìn chung, hàng giả tin cậy Những người phản hồi hiểu câu hỏi gốc nên không cần thay đổi Câu hỏi chỉnh sửa Generally speaking, counterfeits have satisfying quality Nhìn chung, hàng giả thiết thực Nhìn chung, hàng giả tin cậy Đối với tơi, mua/sử dụng hàng giả thói quen tiết kiệm Đối với tơi, mua/sử dụng hàng giả thói quen tiết kiệm Đối với tơi, tìm mua/sử dụng hàng giả thuận tiện Đối với tơi, tìm mua/sử dụng hàng giả thuận tiện Đối với tơi, mua/sử dụng hàng giả thể khôn ngoan Đối với tôi, mua/sử dụng hàng giả thể khôn ngoan Đối với tôi, mua/sử dụng hàng giả điều tự hào Đối với tôi, mua/sử dụng hàng giả điều tự hào Chỉ tiêu chủ quan Họ phản hồi cần Nguyễn Văn Thông, Bao nhiêu cha mẹ 28 tuổi, Kỹ sư dự án, bạn nghĩ bạn nên thay đổi từ câu hỏi mua hàng giả? tỉnh Bình Dương sang câu khẳng định để dễ hiểu Ngyễn Thanh Thương, 24 tuổi, Bao nhiêu người nhân viên mua hàng, xung quanh bạn tỉnh Bình Dương nghĩ bạn nên mua Ngô Công Trường, hàng giả? 28 tuổi, trưởng Bao nhiêu bạn bè phịng, tỉnh Bình bạn nghĩ bạn nên Dương mua hàng giả? Ngô Phan Xuân Thi, 24 tuổi, chủ cửa hàng thời trang, Bao nhiêu người thân TPHCM bạn nghĩ bạn nên mua hàng giả? Cha mẹ nghĩ nên mua hàng giả Những người xung quanh nghĩ nên mua hàng giả Bạn bè nghĩ nên mua hàng giả Người thân nghĩ nên mua hàng giả Nhận thức điều khiển hành vi Nguyễn Văn Thông, 28 tuổi, Kỹ sư dự án, tỉnh Bình Dương Ngyễn Thanh Thương, 24 tuổi, nhân viên mua hàng, tỉnh Bình Dương Ngơ Cơng Trường, 28 tuổi, trưởng phịng, tỉnh Bình Dương Ngơ Phan Xuân Thi, 24 tuổi, chủ cửa hàng thời trang, TPHCM Tơi có đủ thời gian để tìm/mua hàng giả Những người phản hồi hiểu câu hỏi gốc nên không cần thay đổi Tơi có đủ thời gian để tìm/mua hàng giả Tơi có đủ thơng tin để tìm tiếp cận hàng giả Tơi có đủ thơng tin để tìm tiếp cận hàng giả Tơi kiểm sốt giải khó khăn tìm/mua hàng giả Tơi kiểm sốt giải khó khăn tìm/mua hàng giả Nhận thức kiểm sốt tài Nguyễn Văn Thơng, 28 tuổi, Kỹ sư dự án, tỉnh Bình Dương Ngyễn Thanh Thương, 24 tuổi, nhân viên mua hàng, tỉnh Bình Dương Ngơ Cơng Trường, 28 tuổi, trưởng phịng, tỉnh Bình Dương Ngơ Phan Xn Thi, 24 tuổi, chủ cửa hàng thời trang, TPHCM Tơi có khả chi trả cho mức giá hàng thật Những người phản hồi hiểu câu hỏi gốc nên không cần thay đổi Tơi có khả chi trả cho mức giá hàng thật Với tôi, việc bỏ số tiền lớn để mua hàng thật dễ dàng Với tôi, việc bỏ số tiền lớn để mua hàng thật dễ dàng Thu nhập tơi cho phép dễ dàng bỏ tiền mua hàng thật Thu nhập cho phép dễ dàng bỏ tiền mua hàng thật Ý định mua hàng giả khách hàng Những người phản Nguyễn Văn Thông, Tôi nỗ lực để mua hàng giả tháng 28 tuổi, Kỹ sư dự án, hồi hiểu câu hỏi tới tỉnh Bình Dương gốc nên khơng cần thay đổi Ngyễn Thanh Thương, 24 tuổi, Tôi lập kế hoạch để nhân viên mua hàng, mua hàng giả tỉnh Bình Dương tháng tới Ngơ Cơng Trường, 28 tuổi, trưởng Tơi mong đợi để mua phịng, tỉnh Bình hàng giả tháng Dương tới Ngô Phan Xuân Thi, 24 tuổi, chủ cửa hàng thời trang, Nếu có cơi hội, TPHCM mua hàng giả Tôi nỗ lực để mua hàng giả tháng tới Tôi lập kế hoạch để mua hàng giả tháng tới Tôi mong đợi để mua hàng giả tháng tới Nếu có cơi hội, tơi mua hàng giả Kết đạt tất người trả lời nói họ hiểu rõ ý nghĩa câu hỏi bày tỏ câu hỏi thích hợp để hỏi người ý định mua hàng giả khách hàng thành phố Hồ Chí Minh tỉnh Bình Dương APPENDIX C: SURVEY RESULTS Kaiser-Meyer-Olkin Measure of Sampling 0.860 Adequacy Bartlett's Test of Sphericity Approx Chi- 3,173.593 Square df 91.000 Sig 0.000 KMO and Barlett’s Test of independent factors Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx 0.787 Chi1,145.307 Square df 6.000 Sig 0.000 KMO and Barlett’s Test of dependent factors Kaiser-Meyer-Olkin Measure of Sampling 0.674 Adequacy Bartlett's Test of Sphericity Approx Chi- Square 349.900 df 3.000 Sig 0.000 KMO and Barlett’s Test of perceived financial control factor Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Cumulative Total Variance % % of Cumulative Variance % 3.148 78.708 78.708 0.576 14.396 93.105 0.189 4.725 97.830 3.148 78.708 78.708 Total Variance Explained of dependent factor Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Cumulative Total Variance % % of Cumulative Variance % 2.176 72.535 72.535 0.524 17.463 89.998 0.300 10.002 100.000 2.176 72.535 Total Variance Explained of independent factors 72.535 Component Initial Eigenvalues Total % of Variance Cumulative Extraction Sums of Squared Rotation Loadings Loadings Total % % of Variance Cumulative Total % Sums % of Variance of Squared Cumulative % 6.563 46.877 46.877 6.563 46.877 46.877 3.880 27.715 27.715 1.605 11.465 58.343 1.605 11.465 58.343 3.408 24.346 52.061 1.334 9.532 67.875 1.334 9.532 67.875 2.214 15.814 67.875 0.914 6.530 74.404 0.838 5.983 80.387 0.580 4.144 84.531 0.473 3.376 87.908 0.406 2.903 90.811 0.324 2.311 93.122 10 0.307 2.194 95.316 11 0.257 1.833 97.149 12 0.222 1.583 98.731 13 0.094 0.674 99.406 14 0.083 0.594 100.000 Extraction Method: Principal Component Analysis Total Variance Explained of perceived financial control factor APPENDIX D: RESULTS OF MULTIPLE LINEAR Model Variables Entered Variables Method Removed PBC, SUN, ATB (a) (a) Enter All requested variables entered (b) Dependent Variable: BIN REGRESSIONS Variables Entered/Removed Model Variables Entered Variables Method Removed ATB (a) (a) All requested variables entered (b) Dependent Variable: BIN Variables Entered/Removed Enter APPENDIX E: RESULTS OF MULTIPLE LINEAR REGRESSIONS FOR MORDERATING VARIABLE Model Variables Entered Variables Method Removed ATB (a) (a) Enter All requested variables entered (b) Dependent Variable: BIN Variables Entered/Removed of PFC and ATB Model R R Square Adjusted R Square Std Error of the Estimate Change Statistics R Square Change DurbinWatson F Change df1 df2 Sig F Change 5.255 0.034 11.571 a Predictors: (Constant), PFC 1.000 327.000 0.185 0.034 0.031 0.001 b Dependent Variable: ATB Model Summary of PFC and ATB factor Model Sum of Squares df Mean Square 1.000 319.498 F Sig Regression 319.498 11.571 Residual 9,029.426 327.000 27.613 Total 9,348.924 328.000 a Predictors: (Constant), PFC (b) Dependent Variable: ATB Anova of PFC and ATB factor 0.001 1.705 Model Unstandardized Standardized Coefficients Coefficients B Std Error 18.480 1.059 (0.388) 0.114 t Sig Beta 95% Confidence Interval for B Lower Bound Upper Bound 0.000 16.397 20.563 Collinearity Statistics Tolerance VIF (Constant) 17.450 PFC (0.185) (3.402) 0.001 (0.613) (0.164) 1.000 (a) Dependent Variable: ATB 1.000 Coefficients of PFC and ATB factor Model R R Square Adjusted R Square Std Error of the Estimate Change Statistics R Square Change DurbinWatson F Change df1 df2 Sig F Change 3.161 0.025 8.538 a Predictors: (Constant), PFC b Dependent Variable: BIN 1.000 327.000 0.160 0.025 0.022 0.004 Model Summary of PFC and BIN factor Model Sum of Squares df Mean Square F Sig 8.538 0.004 Regression 85.315 1.000 85.315 Residual 3,267.682 327.000 9.993 Total 3,352.997 328.000 a Predictors: (Constant), PFC (b) Dependent Variable: BIN Variables Entered/Removed of PFC and BIN 2.130 Model Sum of Squares df Mean Square F Sig 8.538 0.004 Regression 85.315 1.000 85.315 Residual 3,267.682 327.000 9.993 Total 3,352.997 328.000 a Predictors: (Constant), PFC (b) Dependent Variable: BIN Anova of PFC and BIN factor Model Unstandardized Coefficients B Std Error 8.787 0.637 (0.201) 0.069 Standardized Coefficients t Sig Beta 95% Confidence Interval for B Lower Bound Upper Bound 7.534 10.041 (0.336) (0.066) Collinearity Statistics Tolerance VIF (Constant) 13.793 0.000 PFC (0.160) (2.922) 0.004 (a) Dependent Variable: BIN Coefficients of PFC and BIN factor 1.000 1.000 APPENDIX F: HISTOGRAM, NORMAL REGRESSION & SCATTER PLOT OF DEPENDENT VARIABLE: CUSTOMER INTENTION TO PURCHASE COUNTERFEIT PRODUCT