Factors affect the intention to use skin care services at spas of young customers in hanoi

VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT PROJECT NAME FACTORS AFFECT THE INTENTION TO USE SKIN CARE SERVICES AT SPAS OF YOUNG CUSTOMERS IN HANOI Student’s name VU THI PHUONG THAO Hanoi - Year 2020 VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT PROJECT NAME FACTORS AFFECT THE INTENTION TO USE SKIN CARE SERVICES AT SPAS OF YOUNG CUSTOMERS IN HANOI SUPERVISOR : Ph.D Ho Nguyen Nhu Y STUDENT : Vu Thi Phuong Thao STUDENT ID : 16071112 COHORT : QH-2016-Q MAJOR : International Business Hanoi - Year 2020 LETTER OF DECLARATION I hereby declare that the Graduation Project “Factors affect the intention to use skin care service at spas of young customers in Hanoi” is the results of my own research and has never been published in any work of others During the implementation process of this project, I have seriously taken research ethics; all findings of this projects are results of my own research and surveys; all references in this project are clearly cited according to regulations I take full responsibility for the fidelity of the number and data and other contents of my graduation project Hanoi, 27th May, 2020 Thao Vu Thi Phuong Thao ACKNOWLEDGEMENT Graduation Project is very important for every students before graduation During the research of the project “Factors affect the intention to use skin care services at spas of young customers in Hanoi”, I received a lot of help from the school and teachers First of all, I would like to thank International School – Vietnam National University for helping me to implement this graduation project I would like to thank the teachers in the shool who have participated in the management, teaching and helping me throughout the research process I would like to express my sincere thanks to Ph.D Ho Nguyen Nhu Y who directly guided and helped me with the knowledge, materials and research methods so that I could complete this graduation project Because time and my knowledge are limited, there are still have many shortcomings, I hope my topic can meet the requirement Hanoi, 27th May, 2020 Student Vu Thi Phuong Thao TABLE OF CONTENT LIST OF TABLE LIST OF FIGURE ABSTRACT CHAPTER I: INTRODUCTION 1.1 Spas 1.2 Problem background 1.3 Research Objectives 10 1.4 Subject and scope 11 1.5 Research structure 11 CHAPTER 2: LITERATURE REVIEW 12 2.1 Previous Researchs about Spa Services 12 2.2 Theory of Planned Behavior 13 2.3 Theory of Planned Behavioral components 15 2.3.1 Attitude 15 2.3.2 Subjective norms 15 2.3.3 Perceived Behavioral Control 16 2.3.4 Convenience 17 2.3.5 Price concern 17 2.4 Proposed Research Model 18 CHAPTER 3: RESEARCH METHODOLOGY 19 3.1 Research process 19 3.2 Sampling and data collection 20 3.3 Designing questionnaire 21 3.4 Analyzing Data Plan 25 3.4.1 Reliability Analysis by Cronbach’s Alpha 25 3.4.2 Exploratory Factor Analysis – EFA 26 3.4.3 Regression Analysis 28 3.5 T-Test analysis 30 CHAPTER 4: DATA PRESENTATION AND FINDINGS 31 4.1 Data Description 31 4.1.1 Gender 32 4.1.2 Age Distribution 33 4.1.3 The level of spending on skin care each month 34 4.1.4 Skin problem 35 4.2 Reliability Analysis 35 4.2.1 Reliability of Attitude – AT scale 36 4.2.2 Reliability of Subjective Norms – SN scale 36 4.2.3 Reliability of Perceived Behavioral Control- PBC 37 4.2.4 Reliability of Convenience- C scale 37 4.2.5 Reliability of Price Concern – PC scale 38 4.2.6 Reliability of Intention to Purchase- IP scale 38 4.3 Exploratory Factor Analysis (EFA) 39 4.4 Regression Analysis 41 Hypothesis Tested results 45 CHAPTER 5: CONCLUSION 47 5.1 Conclusion 47 5.2 Finding and Recommendation 47 5.3 Limitation and Future Research Direction 48 REFERENCE 50 APPENDIX 1: BẢNG HỎI 58 APPENDIX 2: Questionnaire 63 LIST OF TABLE Table 3.1 Measuring items for questionnaire 21 Table 3.2 Likert scale of agreement extent 24 Table 3.3 Guidelines for Identifying Significant Factor Loading based on Sample Size 27 Table 4.1 Descriptive Statistic 31 Table 4.2 Gender 32 Table 4.3 T- Test between Gender and Intention to Use Spa Services 32 Table 4.4 Age Distribution 33 Table 4.5 T- Test between Age and Intention to Use Spa Services 33 Table 4.6 Monthly Spending Level 34 Table 4.7 T- Test between Spending level and Intention to Use Spa Services 34 Table 4.8 T- Test between Skin problem and Intention to Use Spa Services 35 Table 4.9 Reliability statistics of AT scale 36 Table 4.10 Reliability statistics of SN scale 36 Table 4.11 Reliability statistics of SN scale 37 Table 4.12 Reliability statistics of C scale 37 Table 4.13 Reliability statistics of PC scale 38 Table 4.14 Reliability statistics of IP scale 38 Table 4.15 KMO and Bartlett’s Test of Dependent Variables 39 Table 4.16 KMO and Bartlett’s Test of Independent Variables 39 Table 4.17 Rotated Component Matrix of Independent Variables 40 Table 4.18 Pearson Correlation Statistic 42 Table 4.19 Collinearity Statistics 43 Table 4.20 Regression Analysis Summary 43 Table 4.21 Hypothesis Tested Results 45 LIST OF FIGURE Figure 2.1 Research Model 18 Figure 3.1 Research process 19 ABSTRACT The research on factors affect the intention to use skin care services at spas in Hanoi was conducted based on the Theory of Planned Behavioral The study’s objectives to give spa owners an overview of factors affecting customers’ ability to use skincare services, thereby finding a scientific basis to attract customers who intend to experience skincare services or continue to return to use spa treatments The questionnaires are sent directly to the subjects through Internet The survey participants are young people, including male and female who under 30 years old, concentrated in the urban districts of Hanoi After more than month of collecting, there were 300 valid surveys is included in the analysis The results of regression analysis show that all five independent factors (Attitude, Subjective Norms, Perceived Behavioral Control, Convenience and Price Concern) have the same directional effects on the dependent factor (Intention to Purchase) In particular, the Price Concern factor has the strongest influence on customers’ intention to use skin care services at spas Therefore, the research also offers some recommendations for spa owners such as increasing advertising on social networking sites as TV, Facebook, Instagram…or having discount programs to attract more new customers CHAPTER I: INTRODUCTION 1.1 Spas The word spa is derived from the Latin phrase which means healthy through water: sanus per aquam (Puczkó & Bachvarov, 2006; Spafinder, n.d.) A spa is a business offering water-based treatments practiced by qualified personnel in a professional, relaxing and healing environment (Intelligent Spas, 2009, p 8); it is devoted to improving the overall well-being of individuals through a variety of personal services that encourage the renewal of mind, body, and spirit (International Spa Association [ISPA], n.d.) Spa has many types, a selection of definitions and categorizations are listed below Since the modern concept of spas was established in the USA one of the most comprehensive categorization comes from the International Spa Association (ISPA) (www.experienceispa.com/ISPA) (and the Spafinder Magazine): Club Spa, Day Spa, Spa Hotel, Holistic Spa, Medical Spa, Bath, Resort Spa, Sport Spa and Structured Spa While all of these different categories of spas vary in terms of organizational structure, the services they offer, the equipment they have on hand and the design and layout of facilities, all aim to provide a measure of therapeutic relief from the physical and emotional stresses induced by modern life, and by so doing remain true to their classical roots It is little wonder, therefore, that so many spas devote so much attention to detail in terms of the aesthetically pleasing and soothing ambience created within their respectively designed environments, environments that appeal to each of the four senses (Thaiways, 2007) in ways that relax, relieve and restore Spas sell experiences (Wuttke & Cohen, 2008, p 209) The spa experience is not just bound within the physical service location; spa-goers engage in a mental process Chin, H.C., Choong, W.W., Alwi, S.R.W., Mohammed, A.H., 2016 Using theory of planned behaviour to explore oil palm smallholder planters' intention to supply oil palm residues J Clean Prod 126, 428–439 Connor, M., & Sparks, P (1996) The theory of planned behavior and health behaviors In M Connor, & P Norman’s (Eds.), Predicting health behavior (pp 121–162) Buckingham: Open University Press Eagly, A.H., & Chaiken, S (1993) The psychology of attitudes Fort Worth, TX: Har-court, Brace, Jovanovich Eales, J.S & Unnevehr, L.J (1988) Demand for beef and chicken products: separability and structural change American Journal of Agricultural Economics 70, 521-532 Farquhar, J.D., Rowley, J., 2009 Convenience: as a services perspective Marketing Theory (4), 425–438 Fontanai, M., & Kern, A (2003) The “Comparative analysis of spas” – an instrument for the re-positioning of spas in the context of competition in spa and health tourism Tourism Review, 58, 20-28 Gleim, M., Smith, J., Andrews, D and Cronin, J (2013) Against the Green: A Multi- method Examination of the Barriers to Green Consumption Ha Mai (2020) “Vượt mặt; Hà Nội, TP.HCM vào top đầu ô nhiễm khơng khí” Retrieved 6/1, 2020, from https://thanhnien.vn/tai-chinh-kinh- doanh/vuot-mat-ha-noi-tphcm-vao-top-dau-o-nhiem-khong-khi1168574.html Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., (2014) Multivariate Data Analysis 7th ed 52 Han, H., Kim, Y., 2010 An investigation of green hotel customers' decision formation: developing an extended model of the theory of planned behavior Int J Hosp.Manag 29 (4), 659–668 Han, H., Hsu, L.T., Sheu, C., 2010 Application of the theory of planned behavior to green hotel choice: testing the effect of environmental friendly activities Tour Manag 31,325–334 Henderson, J C (2003) Healthcare tourism in Southeast Asia Tourism Review International, 7, 111-121 Huyền, T (2018) "CEO Repu Digital: “Chi phí để có khách hàng tốn gấp 5-7 lần so với khách cũ, nhân viên sales lại xinh nhân viên chăm sóc khách hàng?”Retrieved 26/5, 2020, from https://cafebiz.vn/ceo-repu-digital-chi-phi-de-co-1-khach-hang-moi-tongap-5-7-lan-so-voi-khach-cu-vay-tai-sao-nhan-vien-sales-lai-xinh-honnhan-vien-cham-soc-khach-hang-20181211091749573.chn Hsu, C., Chang, C and Yansritakul, C (2017) Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity Journal of Retailing and Consumer Services 34 (2017) 145-152 Intelligent Spas (2009) Global spa benchmark report Retrieved from http://www.lib.polyu.edu.hk/e-item/b23223492.pdfInternational Association (n.d.) 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Phần 1: Thông tin cá nhân Giới tính Nam Nữ Độ tuổi Dưới 22 tuổi 23 – 30 tuổi Anh/chị thường chi tiêu cho việc chăm sóc da tháng? Dưới triệu đồng Trên triệu đồng Da anh/ chị có gặp vấn đề hay khơng? Có Khơng Anh/ chị sử dụng dịch vụ chăm sóc da spa chưa Đã Chưa Nếu câu trả lời “Chưa từng”, anh/ chị vui lòng dừng trả lời câu hỏi 58 Phần 2: Câu hỏi chi tiết Anh/ chị vui lòng đánh dấu x vào ô tương ứng với ô biểu thị mức độ đồng ý từ thấp đến cao theo thang đo Hồn tồn khơng đồng ý Khơng đồng ý Bình thường Đồng ý Câu hỏi Hồn tồn đồng ý Mức độ hài lịng Phần 1: Thái độ 5 A1 Tôi muốn trải nghiệm công nghệ đại việc chăm sóc da A2 Tơi ln trọng vào việc chăm sóc da hàng ngày A3 Tôi tin việc đến spa thường xuyên giúp cho tơi có da đẹp A4 Tôi tin tưởng vào kiến thức nhân viên tư vấn spa giúp tơi chăm sóc da cách lựa chọn sản phẩm phù hợp với da Phần 2: Chuẩn chủ quan 59 SN1 Tôi tin tưởng vào quảng cáo/ lời giới thiệu/ nhận xét,đánh giá dịch vụ chăm sóc da spa hội nhóm/ cộng đồng làm đẹp/ trang mạng xã hội mà biết SN2.Sau liệu trình chăm sóc da, bạn tơi có cảm giác da cải thiện vấn đề cách rõ rệt SN3 Hầu hết người xung quanh ( người thân, bạn bè, đồng nghiệp, ) khuyên nên sử dụng dịch vụ chăm sóc da spa SN4 Những người tiếng mà tơi u thích đến spa thường xun để có da đẹp Phần 3: Nhận thức kiểm soát hành vi 5 PBC1 Bản thân tơi có dành thời gian để tìm hiểu, cân nhắc trước sử dụng dịch vụ chăm sóc da spa PBC2 Tơi muốn da tác động máy móc, cơng nghệ trở nên đẹp PBC3 Tơi thích cảm giác nâng niu da sử dụng dịch vụ chăm sóc da spa Phần 4: Sự thuận tiện 60 C1 Spa có vị trí thuận tiện cho việc lại (gần nhà, gần trường đại học, gần nơi làm việc ) C3 Tơi dễ dàng đặt chỗ spa đặt lịch hẹn phù hợp với thời gian tơi C4 Spa có nhiều gói dịch vụ đa dạng cho lựa chọn sử dụng C5 Tơi chọn nhân viên thực chăm sóc da cho muốn Phần 5: Sự quan tâm giá 5 PC1 Bảng giá dịch vụ chăm sóc da spa phù hợp với thu nhập PC2 Mức giá dịch vụ tương xứng với chất lượng hiệu mà nhận PC3 Các dịch vụ spa có mức giá rẻ spa khác có dịch vụ chất lượng Phần 6: Ý định sử dụng dịch vụ spa I1 Tơi sử dụng dịch vụ chăm sóc da spa hiệu mà chúng đem lại I2 Tơi tặng gói dịch vụ kèm cho người thân spa mà sử dụng dịch vụ chăm sóc da 61 I3 Tơi khun bạn bè, người thân, đồng nghiệp tới spa mà hay tới để sử dụng dịch vụ chăm sóc da I4 Tơi tới spa để chăm sóc da bạn bè người thân vào hàng tuần để thư giãn Cảm ơn anh/ chị giúp tơi hồn thành bảng hỏi 62 APPENDIX 2: Questionnaire (English version) Factors affect the intention to use skincare services at spas of young customers in Hanoi Dear Mr/Mrs, My name is Vu Thi Phuong Thao and I am a student of International School, Vietnam National University Currently, I am doing a graduate thesis with the topic "Factors affect the intention to use skin care services at spas of young customers in Hanoi." Hope you have time to answering the questions in the survey All information that you provide will only be used for study and research purposes Therefore, I would like you to help answer the questions in the survey below honestly Thank you very much! Part 1: Personal information Gender Male Female Age Under 22 years old 23 - 30 years old How much you usually spend on skin care each month? Under million VND Over million VND Do you have any problem with your skin? Yes No Have you ever used spa skin care services? Yes No If the answer is "Never", please stop answering questions here 63 Part 2: Detailed questions Please tick the box corresponding to the boxes indicating the level of agreement from low to high on the scale below Totally disagree Disagree Normal Agree Totally agree Question Part 1: Attitude 5 A1 I want to experience the modern technologies in skin care A2 I always focus on daily skin care A3 I believe that going to the spa regularly will help me have the more beautiful skin A4 I believe that the knowledge of the spa staffs will help me with my skin care and choose the suitable skin care products Part 2: Subjective Norms SN1 I believe in the advertisements / recommendations / reviews about spas’ skin care services on beauty societies / beauty groups / social networking sites that I know 64 SN2 After each skin care routine, my friends feel that their skins have improved markedly SN3 Most people around me (relatives, friends, colleagues, ) recommend that I should use the skin care services at spas SN4 Most celebrities that I know go to the spas regularly for beautiful skin Part 3: Perceived Behavior Control 5 PBC1 I myself have taken time to learn, consider before using skin care services at the spa PBC2 I want my skin to be affected by modern machinery and technology to become more beautiful PBC3 I love the feeling of being cherished by my skin when using skin care services at the spa Part 4: Convenience C1 The spa is convenient for my travel (near my home, near the university, near the workplace ) C3 I can easily book and get an appointment for a spa to suit my time C4 The spa has a variety of service packages for me to choose and use C5 I can choose an employee who does skin care services if I want Part 5: Price Concern 65 PC1 The price list of spas’ skin care services is suitable for my income PC2 The price of the service is commensurate with the quality and efficiency that I received PC3 Spa services are cheaper than other spas that have the same services and quality Part 6: Intention To Use Services I1 I will use the skin care services at spas because of the effect that they bring I2 I will give away the accompanying service package to my relatives at the spas where I used the skin care services I3 I would recommend friends, relatives, colleagues… about the skin care services at spas that I often visit I4 I will go to the spas with my friends or relatives weekly to relax Thank you for helping me to complete the questionnaire 66 ... the topic "Factors affect the intention to use skin care services at spas of young customers in Hanoi" was created to provide an overview of the factors that bring customers to spas and the development... research In this study, the primary data was taken to study the factors affecting the young customers? ?? intention to use skin care services at spas in Hanoi Data is collected in the two following ways:... International Business Hanoi - Year 2020 LETTER OF DECLARATION I hereby declare that the Graduation Project ? ?Factors affect the intention to use skin care service at spas of young customers in