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 1.2 Research objectives .4 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 3.5Data collection method 3.6Data analysis method 3.6.1Statistical method 3.6.2Descriptive statistics 3.6.3Reliability analysis 3.6.4Exploratory factor an 3.6.5Multiple regression a CHAPTER DATA ANALYSIS 4.1Descriptive statistics 4.2Assessment and refinement of measurement scale 4.2.1Refinement of measu 4.2.2Exploratory Factor A 4.3Multiple Linear Regression 4.3.1Test of assumption 4.3.2Correlation analysis 4.3.3Regression analysis 4.3.4Hypotheses testing 4.3.5Moderating effect: Pe CHAPTER CONCLUSIONS 5.1Findings 5.2Managerial implications 5.2.1Attitude towards the b 5.2.2Subjective Norms 5.2.3Perceived Financial C 5.3Limitations and future research direction REFRENECES 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 customer intention to purchase counterfeit product in Ho Chi Minh City and Binh Duong province B Vietnamese version Thông tin người phản hồi Nguyễn Văn Thơng, 28 tuổi, Kỹ sư dự án, tỉnh Bình Dương Ngyễn Thanh Thương, 24 tuổi, nhân viên mua hàng, tỉnh Bình Dương Nhìn chung, hàng giả có chất lượng thỏa đáng Nhìn chung, hàng giả thực tế Nhìn chung, hàng giả tin cậy 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 tôi, mua/sử dụng hàng giả thể khôn ngoan Đối với tôi, mua/sử dụng hàng giả điều tự hào Chỉ tiêu chủ quan 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 Ngô Phan Xuân Thi, 24 tuổi, chủ cửa hàng thời trang, TPHCM 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 Xn Thi, 24 tuổi, chủ cửa hàng thời trang, TPHCM 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 Xuân Thi, 24 tuổi, chủ cửa hàng thời trang, TPHCM 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 Xn Thi, 24 tuổi, chủ cửa hàng thời trang, TPHCM 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 Adequacy Bartlett's Test of Sphericity KMO and Barlett’s Test of independent factors Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity KMO and Barlett’s Test of dependent factors Kaiser-Meyer-Olkin Measure Adequacy Bartlett's Test of Sphericity df 3.000 Sig 0.000 KMO and Barlett’s Test of perceived financial control factor Component Total Variance Explained of dependent factor Component Total Variance Explained of independent factors Component Initial Eigenvalues 10 11 12 13 14 Extraction Method: Principal Component Analysis Total Variance Explained of perceived financial control factor APPENDIX D: RESULTS OF MULTIPLE LINEAR Model (a) All requested variables entered (b) Dependent Variable: BIN REGRESSIONS Variables Entered/Removed Model (a) All requested variables entered (b) Dependent Variable: BIN Variables Entered/Removed APPENDIX E: RESULTS OF MULTIPLE LINEAR REGRESSIONS FOR MORDERATING VARIABLE Model (a) All requested variables entered (b) Dependent Variable: BIN Variables Entered/Removed of PFC and ATB Model R 0.18 b Dependent Variable: ATB Model Summary of PFC and ATB factor Mode Regression Residual Total Anova of PFC and ATB factor Model Un C B (Constant) 18 PFC (0.3 Coefficients of PFC and ATB factor Model Model Summary of PFC and BIN factor Mode Regression Residual Total Variables Entered/Removed of PFC and BIN Model Regressi Residua Total Model Un B (Constant) 8.787 PFC (0.201) Coefficients of PFC and BIN factor APPENDIX F: HISTOGRAM, NORMAL REGRESSION & SCATTER PLOT OF DEPENDENT VARIABLE: CUSTOMER INTENTION TO PURCHASE COUNTERFEIT PRODUCT ... and the stamps, labels, packaging counterfeiting to research in Vietnamese market 2.2 Theory of Planned Behavior The theory of planned behavior was developed from the theory of reasoned action of. .. Reliability of attitude toward the behavior to purchase counterfeit products As the result of Cronbach’s Alpha of attitude toward the behavioral to purchase counterfeit product is shown in the Table... between attitude towards the behavior to purchase counterfeit products and customer intention to purchase counterfeit product As shown in Table 4.9, the Beta of attitude towards the behavior to purchase