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ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - ĐINH HOÀNG AN FACTORS INFLUENCING CUSTOMER INTENTION TO PURCHASE AUTOMOBILE IN HANOI CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA Ô TÔ CỦA KHÁCH HÀNG TẠI HÀ NỘI LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - ĐINH HOÀNG AN FACTORS INFLUENCING CUSTOMER INTENTION TO PURCHASE AUTOMOBILE IN HANOI CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA Ô TÔ CỦA KHÁCH HÀNG TẠI HÀ NỘI Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS LÊ ANH TUẤN HÀ NỘI - 2019 DECLARATION The author confirms that the research outcomes in the thesis is the result of author‘ independent work during study and research period and it is not yet published in other‘s research and article The other‘s research result and documentation (extraction, table, figure, formula and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration TABLE OF CONTENTS LIST OF TABLES .i LIST OF FIGURES iii CHAPTER INTRODUCTION 1.1 Rationale of the research 1.2 Research objectives 1.3 Research object 1.4 Scope of the study 1.5 Significance of the study 1.6 Structure of the research CHAPTER LITERATURE REVIEW 2.1 Definitions of Terms 2.1.1 Definition of customer purchasing intention 2.1.2 Definition of customer purchasing intention process 2.2 Customer intention to purchase auto 18 2.3 Conceptual research model and research hypotheses 18 2.3.1 Related literatures 18 2.3.2 Factors influencing on customer purchasing intention in automobile 20 2.3.3 Research model 23 CHAPTER RESEARCH METHODOLOGY 24 3.1 Research philosophy 24 3.2 Research approach 26 3.3 Research strategy 29 3.4 Research method 30 3.5 Data collection 31 3.5.1 Primary data 31 3.5.2 Secondary data 31 3.6 Survey of questionnaire 31 3.6.1 Design of the survey 31 3.6.2 Sample size 33 3.6.3 Pilot test 33 3.7 Data analysis techniques 33 CHAPTER 4: EVALUATION OF CUSTOMER INTENTION TO PURCHASE AUTOMOBILE IN HANOI 38 4.1 Demographic description 38 4.2 Descriptive statistics analysis 40 4.3 Reliability test 43 4.4 Explanatory factor analysis for independent variables 48 4.5 Explanatory factor analysis for dependent variables 51 4.6 ANOVA analysis 52 4.6 Multiple linear regression 56 CHAPTER 5: RECOMMENDATIONS TO VIETNAMESE AUTOMOBILE ENTERPRISES 64 5.1 Conclusion 64 5.2 Recommendation 64 REFERENCE 67 LIST OF TABLES Table 1.1: Vehicle sales in the ASEAN region by market, 2013-16 Table 3.1: Survey of Questionnaire‘s Items 31 Table 3.2: Summary of data analysis techniques 35 Table 4.1: Mean value analysis 41 Table 4.2: Reliability level of consumer purchasing intention 44 Table 4.3: Reliability level of brand awareness 45 Table 4.4: Reliability level of perceived value 46 Table 4.5: Reliability level of brand personality .47 Table 4.6: Reliability level of product quality 48 Table 4.7: KMO and Bartlett‘s Test for independent variables 49 Table 4.8: Total Variance Explained Table for independent variables 49 Table 4.9: Rotated Component Matrix for independent variables 50 Table 4.10: KMO and Bartlett‘s Test for dependent variables 51 Table 4.11: Total Variance Explained Table for dependent variables 51 Table 4.12: Rotated Component Matrix for dependent variables .52 Table 4.13: Independent Sample T-Test for Gender .52 Table 4.14: On-Way ANOVA for Age .53 Table 4.15: On-Way ANOVA for Age with Tukey B test .54 Table 4.16: On-Way ANOVA for Income per annum 54 Table 4.17: On-Way ANOVA for Income per annum with Tukey B test 55 Table 4.18: On-Way ANOVA for Occupation 55 Table 4.19: On-Way ANOVA for Occupation with Tukey B test 56 Table 4.20: Multiple linear regression 57 Table 4.21: Multiple linear regression between customer purchasing intention and items of brand awareness 58 Table 4.22: Multiple linear regression between customer purchasing intention and items of perceived value 60 i Table 4.23: Multiple linear regression between customer purchasing intention and items of brand personality 61 Table 4.24: Multiple linear regression between customer purchasing intention and items of product quality 62 ii LIST OF FIGURES Figure 1.1: GDP growth rate of countries in Southeast Asia Figure 1.2: How Vietnamese consumers spend their spare cash? Figure 2.1: Customer purchasing intention process Figure 2.2: Brand equity model 14 Figure 2.3: Research model .23 Figure 3.1: Research onion .24 Figure3.2: Research process 28 Figure 4.1: Gender summary 38 Figure 4.2: Age summary 39 Figure 4.3: Income per annum summary 39 Figure 4.4: Occupation summary 40 iii CHAPTER INTRODUCTION 1.1 Rationale of the research Vietnam is successful story in term of economic renovation since the government conducts economic transformation from state-owned management to market-oriented management (Pincus, 2015) The country gains significant result in term of economic development and better living standards for local people (The World Bank Group, 2016) In term of economic development, Vietnam obtains significant results in GDP growth rate According to Asian Development Bank (2018), GDP growth rate of the country during 2015, 2016, and 2017 are 6.7%, 6.2%, and 6.8% respectively and it is forecasted up to 7.1% and 6.8% in 2018 and 2019 Asian Development Bank (2018) also estimates that GDP growth rate of Vietnam is highest compared to GDP growth rate of other countries in Southeast Asia in 2018 Brunei Singapore 1.5% 3.1% Thailand 4.0% Malaysia 5.3% Indonesia 5.3% Philippines 6.8% Myanmar 6.8% Laos 6.8% Cambodia 7.0% Vietnam 7.1% Figure 1.1: GDP growth rate of countries in Southeast Asia Source: Asian Development Bank (2018) The context of Vietnamese people have better living standards is proven through the fact that Vietnam has high GDP per capita growth rate Asian Development Bank (2018) reports the growth rate of Vietnamese GDP per capita is improved from 5.1% in 2016 to 5.8% in 2017 It is forecasted that GDP per capita growth rate is 6.1% in 2018 (Asian Development Bank, 2018) Vietnam is also ranked at second position in term of highest GDP per capita growth rate and the country is only after Cambodia with GDP per capita growth rate of 6.6% in 2018 (Asian Development Bank, 2018) Vietnam also has stable politics with political stability index is improving over the years (The Global Economy, 2018) It is worthwhile to capture a trend of which more and more Vietnamese people are moving from rural to urban area The World Bank (2018) reports that urbanization rate of Vietnam is 34.2% in 2016 compared to 28.5% in last 10 years ago Moreover, disposal income of Vietnamese people is being increased over last few years and it is determined as key motivation for the change of consumer behavior (Nielsen, 2018) People in Vietnam have high consumer confidence index and the country is being ranked in top 10 countries in the global ranking provided by The Conference Board (2018) Moreover, based on the speed of social development, the demand of travelling and relaxing after hard-working is increasing to reduce stress and pressure people get every day in their busy lives (Wang 2001, Terry 2010) The ―tourism‖ phenomenon is perceived in the human life as a necessity which is ―created‖ by man, ―for‖ man and ―with‖ man Definitely, tourism can be seen as a way that ―man‖ serves ―man‖ to relax and enjoy the life based on supports from natural conditions (Nakajima 2003, Cheia 2013) Thus, benefits of tourism include not only understanding and researching new destinations‘ cultures and customs such as different places‘ mystery, history and habits, but also recovering health and improving the human labor productivity (Roxana 2012, Chen 2013) Vietnamese people have preference towards non-food products and they spend their spare cash to holiday and vacations, new clothes, new technology products, home improvements, out of home entertainment, and medical and insurance services Among various consumption purposes for spending spare cash, the study drives its interest towards holiday and vacation since the consumption rate of this category is about 44% and it is only lower than the consumption rate of new clothes which is about 49% (Nielsen, 2018) Product quality Tukey HSD a,b Subset for alpha = 0.05 Age N 25-35 67 2.8807 36-46 67 2.8909 46-55 59 3.1581 More than 55 Sig 3.1581 3.5729 610 260 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 21.091 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed ONEWAY CPI BAW PVA BPE PQA BY OCCUP /MISSING ANALYSIS /POSTHOC=TUKEY ALPHA(0.05) Oneway ANOVA Sum of Squares Customer purchasing Between Groups intention Brand awareness Perceived value Brand personality Product quality Mean df Square 357 119 Within Groups 25.876 196 132 Total 26.232 199 3.648 1.216 Within Groups 122.695 196 626 Total 126.344 199 1.779 593 Within Groups 84.001 196 429 Total 85.780 199 6.062 2.021 Within Groups 155.526 196 794 Total 161.589 199 746 249 Within Groups 110.352 196 563 Total 111.098 199 Between Groups Between Groups Between Groups Between Groups F Sig .901 442 1.943 124 1.384 249 2.547 057 442 723 Post Hoc Tests Multiple Comparisons Tukey HSD 95% Confidence Interval Mean Dependent Variable (I) Occupation (J) Occupation Customer Private services Government Sig Bound Bound 2465 -.06710 07365 799 -.2580 1237 01259 07274 998 -.1759 2011 -.04914 07618 917 -.2465 1483 Freelancer -.11624 07322 388 -.3060 0735 Others -.03655 07230 958 -.2239 1508 06710 07365 799 -.1237 2580 11624 07322 388 -.0735 3060 07969 06963 662 -.1007 2601 -.01259 07274 998 -.2011 1759 03655 07230 958 -.1508 2239 -.07969 06963 662 -.2601 1007 32261 16589 213 -.1072 7525 Freelancer 21736 16038 529 -.1982 6329 Others 35429 15840 117 -.0562 7647 -.32261 16589 213 -.7525 1072 -.10525 15944 912 -.5184 3079 03168 15744 997 -.3763 4396 -.21736 16038 529 -.6329 1982 Freelancer Others Government Private services services Private services Government services Others Private services Government services Freelancer Private services Government services Government Private services services Freelancer Others Freelancer Error Upper -.1483 intention Brand awareness (I-J) Lower 917 services Others Std .04914 07618 purchasing Freelancer Difference Private services Government 10525 15944 912 -.3079 5184 13693 15162 803 -.2560 5298 -.35429 15840 117 -.7647 0562 -.03168 15744 997 -.4396 3763 -.13693 15162 803 -.5298 2560 -.02548 13726 998 -.3812 3302 Freelancer -.22883 13270 314 -.5727 1150 Others -.16329 13106 598 -.5029 1763 02548 13726 998 -.3302 3812 Freelancer -.20334 13192 415 -.5452 1385 Others -.13781 13027 715 -.4754 1997 22883 13270 314 -.1150 5727 20334 13192 415 -.1385 5452 06553 12546 954 -.2596 3906 16329 13106 598 -.1763 5029 13781 13027 715 -.1997 4754 -.06553 12546 954 -.3906 2596 -.24829 18677 545 -.7322 2357 -.13130 18057 886 -.5992 3366 21228 17833 634 -.2498 6744 24829 18677 545 -.2357 7322 11699 17950 915 -.3481 5821 17726 049 0013 9199 13130 18057 886 -.3366 5992 -.11699 17950 915 -.5821 3481 34358 17071 187 -.0988 7859 -.21228 17833 634 -.6744 2498 services Others Others Private services Government services Freelancer Perceived value Private services Government services Government Private services services Freelancer Private services Government services Others Others Private services Government services Freelancer Brand personality Private services Government services Freelancer Others Government Private services services Freelancer Others Freelancer Private services Government services Others Others Private services 46057 * Government 049 -.9199 -.0013 -.34358 17071 187 -.7859 0988 -.05926 15732 982 -.4669 3484 Freelancer -.09657 15210 921 -.4907 2976 Others -.16779 15022 680 -.5570 2215 05926 15732 982 -.3484 4669 Freelancer -.03731 15120 995 -.4291 3545 Others -.10852 14931 886 -.4954 2784 09657 15210 921 -.2976 4907 03731 15120 995 -.3545 4291 -.07122 14379 960 -.4438 3014 16779 15022 680 -.2215 5570 10852 14931 886 -.2784 4954 07122 14379 960 -.3014 4438 Freelancer Product quality Private services Government services Government Private services services Freelancer Private services Government services Others Others Private services Government services Freelancer * The mean difference is significant at the 0.05 level -.46057 * 17726 services Homogeneous Subsets Customer purchasing intention Tukey HSD a,b Subset for alpha = 0.05 Occupation N Government services 46 3.2613 Others 56 3.2979 Private services 45 3.3104 Freelancer 53 3.3775 Sig .385 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Brand awareness Tukey HSD a,b Subset for alpha = 0.05 Occupation N Others 56 2.8857 Government services 46 2.9174 Freelancer 53 3.0226 Private services 45 3.2400 Sig .119 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Perceived value Tukey HSD a,b Subset for alpha = 0.05 Occupation N Private services 45 3.5778 Government services 46 3.6033 Others 56 3.7411 Freelancer 53 3.8066 Sig .306 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Brand personality Tukey HSD a,b Subset for alpha = 0.05 Occupation N Others 56 3.0466 Private services 45 3.2589 Freelancer 53 3.3902 Government services 46 3.5072 Sig .052 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Product quality Tukey HSD a,b Subset for alpha = 0.05 Occupation N Private services 45 2.9040 Government services 46 2.9633 Freelancer 53 3.0006 Others 56 3.0718 Sig .682 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed ONEWAY CPI BAW PVA BPE PQA BY INA /MISSING ANALYSIS /POSTHOC=TUKEY ALPHA(0.05) Oneway ANOVA Sum of Squares Customer purchasing Between Groups intention Brand awareness Perceived value Brand personality Product quality Mean df Square 489 163 Within Groups 25.743 196 131 Total 26.232 199 226 075 Within Groups 126.118 196 643 Total 126.344 199 2.005 668 Within Groups 83.775 196 427 Total 85.780 199 1.430 477 Within Groups 160.158 196 817 Total 161.589 199 770 257 Within Groups 110.328 196 563 Total 111.098 199 Between Groups Between Groups Between Groups Between Groups F Sig 1.242 296 117 950 1.564 199 583 627 456 713 Post Hoc Tests Multiple Comparisons Tukey HSD 95% Confidence Interval Mean Dependent (I) Income per (J) Income per Difference Std Variable annum annum (I-J) Error Customer Less than 120-240VNDm -.06460 07059 797 -.2475 1183 purchasing 120VNDm 240-360VNDm -.14405 07559 229 -.3399 0518 -.08560 07437 658 -.2783 1071 06460 07059 797 -.1183 2475 -.07944 07147 683 -.2646 1057 -.02100 07018 991 -.2029 1609 14405 07559 229 -.0518 3399 07944 07147 683 -.1057 2646 05844 07520 865 -.1364 2533 08560 07437 658 -.1071 2783 120-240VNDm 02100 07018 991 -.1609 2029 240-360VNDm -.05844 07520 865 -.2533 1364 Less than 120-240VNDm 08255 15625 952 -.3223 4874 120VNDm 240-360VNDm 02922 16730 998 -.4043 4627 00922 16461 1.000 -.4173 4358 -.08255 15625 952 -.4874 3223 -.05333 15819 987 -.4632 3566 -.07333 15534 965 -.4758 3292 -.02922 16730 998 -.4627 4043 05333 15819 987 -.3566 4632 -.02000 16645 999 -.4513 4113 intention More than 360VNDm 120-240VNDm Less than 120VNDm 240-360VNDm More than 360VNDm 240-360VNDm Less than 120VNDm 120-240VNDm More than 360VNDm Brand awareness More than Less than 360VNDm 120VNDm More than 360VNDm 120-240VNDm Less than 120VNDm 240-360VNDm More than 360VNDm 240-360VNDm Less than 120VNDm 120-240VNDm More than 360VNDm Sig Lower Upper Bound Bound Perceived value More than Less than 360VNDm 120VNDm -.00922 16461 1.000 -.4358 4173 120-240VNDm 07333 15534 965 -.3292 4758 240-360VNDm 02000 16645 999 -.4113 4513 Less than 120-240VNDm -.20355 12735 382 -.5335 1264 120VNDm 240-360VNDm -.00355 13635 1.000 -.3569 3498 -.20146 13416 438 -.5491 1462 20355 12735 382 -.1264 5335 20000 12893 409 -.1341 5341 00208 12660 1.000 -.3260 3301 00355 13635 1.000 -.3498 3569 -.20000 12893 409 -.5341 1341 -.19792 13566 464 -.5494 1536 20146 13416 438 -.1462 5491 120-240VNDm -.00208 12660 1.000 -.3301 3260 240-360VNDm 19792 13566 464 -.1536 5494 Less than 120-240VNDm -.11368 17608 917 -.5699 3426 120VNDm 240-360VNDm -.06352 18853 987 -.5520 4250 10915 18550 935 -.3715 5898 11368 17608 917 -.3426 5699 05017 17826 992 -.4117 5121 22283 17505 581 -.2308 6764 06352 18853 987 -.4250 5520 -.05017 17826 992 -.5121 4117 17267 18757 794 -.3134 6587 -.10915 18550 935 -.5898 3715 120-240VNDm -.22283 17505 581 -.6764 2308 240-360VNDm -.17267 18757 794 -.6587 3134 120-240VNDm -.09035 14614 926 -.4690 2883 More than 360VNDm 120-240VNDm Less than 120VNDm 240-360VNDm More than 360VNDm 240-360VNDm Less than 120VNDm 120-240VNDm More than 360VNDm Brand personality More than Less than 360VNDm 120VNDm More than 360VNDm 120-240VNDm Less than 120VNDm 240-360VNDm More than 360VNDm 240-360VNDm Less than 120VNDm 120-240VNDm More than 360VNDm Product quality More than Less than 360VNDm 120VNDm Less than 120VNDm 240-360VNDm -.03335 15648 997 -.4388 3721 -.16781 15396 696 -.5667 2311 09035 14614 926 -.2883 4690 05700 14795 981 -.3264 4404 -.07746 14529 951 -.4539 2990 03335 15648 997 -.3721 4388 -.05700 14795 981 -.4404 3264 -.13446 15568 824 -.5379 2689 16781 15396 696 -.2311 5667 120-240VNDm 07746 14529 951 -.2990 4539 240-360VNDm 13446 15568 824 -.2689 5379 More than 360VNDm 120-240VNDm Less than 120VNDm 240-360VNDm More than 360VNDm 240-360VNDm Less than 120VNDm 120-240VNDm More than 360VNDm More than Less than 360VNDm 120VNDm Homogeneous Subsets Customer purchasing intention Tukey HSD a,b Subset for alpha = 0.05 Income per annum N Less than 120VNDm 47 3.2411 120-240VNDm 60 3.3057 More than 360VNDm 48 3.3267 240-360VNDm 45 3.3851 Sig .201 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Brand awareness Tukey HSD a,b Subset for alpha = 0.05 Income per annum N 120-240VNDm 60 2.9600 240-360VNDm 45 3.0133 More than 360VNDm 48 3.0333 Less than 120VNDm 47 3.0426 Sig .956 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Perceived value Tukey HSD a,b Subset for alpha = 0.05 Income per annum N Less than 120VNDm 47 3.5798 240-360VNDm 45 3.5833 More than 360VNDm 48 3.7813 120-240VNDm 60 3.7833 Sig .412 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Brand personality Tukey HSD a,b Subset for alpha = 0.05 Income per annum N More than 360VNDm 48 3.1600 Less than 120VNDm 47 3.2691 240-360VNDm 45 3.3327 120-240VNDm 60 3.3828 Sig .612 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Product quality Tukey HSD a,b Subset for alpha = 0.05 Income per annum N Less than 120VNDm 47 2.9153 240-360VNDm 45 2.9487 120-240VNDm 60 3.0057 More than 360VNDm 48 3.0831 Sig .683 Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed ... GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - ĐINH HOÀNG AN FACTORS INFLUENCING CUSTOMER INTENTION TO PURCHASE AUTOMOBILE IN HANOI CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA Ô TÔ CỦA KHÁCH HÀNG TẠI... Ô TÔ CỦA KHÁCH HÀNG TẠI HÀ NỘI Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS LÊ ANH TUẤN HÀ NỘI - 2019 DECLARATION