Y02 36.7273 \2UW16 -.0551 .1567 Y03 37.0107 21.6020 -.0235 .1365 Y04 35.8770 22.3235 -.0829 .1680 V05 36.4813 i 23.3585 -.1775 .2303 --·--- ---. ·- --- ···-- --- ---~-----. --- --- --- : V06 36.2139 20. I 0-+5 .0405 .101 I V07 ·---·-· ·!·----·-_: ____ 37.1497 22.0957 -.0706 .1634 Y08 35.7701 19.3393 .1835 .0205 Y09 36.4599 20.2927 .0569 .0911 YIO 35.6364 ~ I 8.7703 .3102 -.0339 v ll 35.9358 ! 17.4367 .3759 -.0980 Yl2 35.1497 ~043 .3259 -.0132 Alpha= .1140
Thang do quyc't djnh ten nhiin hi~u sau khi phan lfch h~ stl tin c~y Cronbach Alpha, chi c6 3 bie'n Ia d<.t t mlrc y nghTa c6 h~ s6 tLtong quem bie'n t6ng c1~t tren .30. Di~u
nay cho thfly khach hang kh6ng c6 m(>t xu httong chuft'n cho nhan hi~u n<)i hay
ngo~i m9t each r6 rang, hQ cC'tng khong c6 y kie'n th6ng nhat v~ each d~t ten cho nhan hi~u mdi. Do c16 Cong ty dn phc'ii quye't c1jnh ten nhan hi~u. Nhttng ten nhan
hi~u dn phc'ii d~ta tren 3 ye'u t6 c16 Iii:
Ten phai n6i len c1tt<,jc l~"li tcb cua gang tay (V 1 0). Ten phai noi len dti<;ic cha't ILtc,Jng gang tay (VII) Ten nhan hi~u gang tay nen ngJn gqn elf! dqc (V 12).
Bang s.9: Thang do quye't dinh ten nhan hi~u sau khi lo~i bie'n khong phu hqp Bie'n Trung blnh thang PhtMng sai Ttfdng quan Gla tri Alpha quan sat do ne'u loc.li bien thang (\o ne'u bie'n tf)ng nell lo~li bien
lm~i bie'n
VlO 8.0695 3.3661 .6341 .5601
v 11 8.3690 2.71~0 .6907 .4803
Vl2 7.5829 \4.7391 .4004 .8126
Alpha= .7364
Sau khi lo,~i d.c bie'n khong phi:1 h(.'ip, thang do v~ quyc't d~nh ten nhan hi~u thi. d<~t dtf<jc yeu du Ia tftl ci\ cac h~ so ltfdng quan bien t6ng t1Gu !On hdn .30 va h~ so tin
c~y Alpha d<.tt .7364 !On l1l1n .60. Vdi 3 bien d1n 1<.\i nay, thang do quyet dinh t0n nhan hi~u da phi:1 h(;Jp vase stY d~1ng tiep trong phan tich nhan to EFA d ph~n sau.
Hang 5.10: Thang do v~ chie'n lu'<jc ten nhan hi~u
Bie'n Trung b'inh thnng Pht.idng sai Ttt<.1ng quan G1a trt Alpha quan sat do neu lo<.li bien ! \hang do neu bien tt;ng neu lo<.li bien
lo~li bien Vl3 7.3476 4.3678 .2692 .7050 v 14 6.3262 4.1887 .5174 .3561 VIS 6.5829 3.7391 .4605 .4077 ·- - - - - Alpha= .5959
Thang do nay cho ket qu~i tttdng <.16i t6t, h~ so tin c~y Alpha d~t gfrn .60, nhtrng bien V13 (E>~t nhiGu ten khac nhau cho san phffm Cong ty dang c6) c6 h~ s6 tttdng quan bie'n t6ng nh.6 hdn .30 nen bie'n nay bi lo~i trong phan tich EFA. Bien nay th€
hi~n Cong ty khong nen d~t nhiEu ten kh<\c nhau cho s<ln phffm Cong ty dang c6.
Chie'n lttc_1c nhan hi~u Cong ty dn thVc hi~n Ia thiet ke san phffm moi va d~t ten moi va m6i s~\n phj'm moi phiii c(J di ten moi.
Bang 5.11: Thang do v~ chie'n h.i<}c ten nhan hi~u san khi lqai bo bie'n phil h<}p Bie'n Trung blnh thang Phttdng sai Ttfdng quan Gla tri Alpha quan sat do ne'u lo~l i bie'n thang do ne'u bie'n tdng ne' u loc) i bie'n
loc~ i bie' n
V14 3.5455 1.6471 .5519
Vl5 3.8021 l.18ll .5519
Alpha= .7050
Thang do v~ chie'n ll((,:1c ten nhan hi~u sau khi lo<,1i bo bien kh6ng phu h<;Jp cac ht;:
s6 tttdng quan bie'n t6ng d~u d<~t yeu diu Ia lOn hdn .30 va h<$ s6 tin c~y bay giO la .7050 JOn hc111 .60 llCil \hang (10 nay dtr<.1C StY dt.lllg lrong pban tich tie'p theo.
Chien lu<;Jc ten nhan cl'w C6ng ty dn ph~\i tlWc hit;:n nhH sau: Thiet ke' gang tay ki0'u mdi va d~tten moi (V 14)
MOi grtng tay m(1i c6 nH)t cai ten moi (V 15)
llang 5.12: Thang do ve quye't dinh bao bl g~n nhan
Bien ---,---
Trung blnh thang Phtfdng sai Tttdng quan G!a tr~ Alpha quan sat c.to ne'u lo<.li bie'n thang do neu bien t6ng neu lo<,li bien
lm.ti bien Vl6 15.6257 1 H.2t4o -.2530 .5846 --- ··-1---·---··---·-- - - -- - - - V17 14.7594 I 5.0869 .2645 .0848 V18 13.8021 5.4714 .3071 .0720 V19 14.5561 5.1729 .2361 .1159 Y20 13.7059 6.2195 .2914 .1328 Alpha= .2761 - - - - - - - - -
H~ so tin c~y Alpha d<.tt mltc rat thap, dieu nay chCtng to khach hang kh6ng am
hi~u nhi~u ve bao bl gJn nhan, Cong ty dn phai nghien cau de san phffm dang gia c6ng cho khach hang mtck ngoai d0 thay d6i cho phi:1 h<;Jp voi thi tntong Vi<$t Nam. Trong cac bien tren chi c6 bie'n V 18 va V20 Ia c1<~t yeu d u. Ta thti' l~i ht;: so
tin c~y Cronbach Alpha voi hai bien n~ty (1 biing 5.13 tiep theo. Cac bien bi lo<.li bao g6m:
Gang tay nen bo V~to h<)p giay th~t dyp (V 17) C6 bao bl d<;p thl moi ciim thay hang t6t (V 18)
Bang 5.13: Thang do quyet d\nh bao bl va g~n nhan sau khi c1a lo~i bien khong phtl hQ'p
Bie'n Trung blnh thang Phtf(ing sai Tudng quan Gla tri Alpha quan sat <.1o neu loc~i bien thang <.to neu bien t6ng neu lo<,li bien
lo~i bie'n
Vl8 4.4064 .6189 .4311
Y20 4.3102 1 1.0431 .4311
Alpha= .5884 I
Khi quyet d!nh ve, bao bl, nhan hi(:u Cong ty dn ph<H c6 hai yeu to sau: Gang tay nen c6 nhan kich co, thanh phfin (V 18) va gang nen nen c6 bao bl a€ d~ nhan biet nhan hi(:u ct1a Cong ty (V20)
Sau khi lo<~i bien kht1ng phi:1 h<.1p. h0 s6 Alpha bay gi<) cHI tot hcin ra't nhi€u. c1at gfin .60, ta c6 th<i di:wg o0 phan tich nhan t6 EFA tiep theo.
Bang 5.14: Thang do v~ quyet dinh phan phO'i
Bien Trung blnh thang Phttong sai Ttfdng quan Gia th Alpha quan sat do ncu loc.l i bien thang do neu bien t6ng ne'u loc~i bien
' lo<.ti bien - V21 12.5829 11.3305 -.0607 .6396 V22 12.3850 8.0553 .4550 .3432 V23 12.5508 8.5068 .2841 .4498 V24 12.9572 1 7.5358 .4594 .3252 V25 13.1390 1 s.3892 .3215 .4245 Alpha= .5087
Thang do v0. quyet d!nh phan ph6i cling da d~tt m(tc tin c~y kha cao nhLtng c6 hai bien c6 h9 s6 t1.rc1ng quan bien t6ng nh{) hdn .30 Ia bien V2l (Mua gang tay (i ch<;1 ra't thu~n ti(:n), V23 (Gang tay cao cftp nen b<\n trong sieu thD bi lo~i. Cac bien con l?i c1u<jc phan t!ch h~ so tin c~y Cronbach Alpha (j bang 5.15 tiep theo.
Bang 5.15: Thang do v~ quye't d\nh phan phoi sau khi lo~i bie'n khong phu hQ'p
Bien Trung blnh thang \ Phtt(ing sai Ttil.ing quan Gla tri Alpha quan sat do ne'u lo<.li bic'n lhang do neu bien d)ng neu lm~i bien
lo<.t i bic'n
Y22 5.7112 4.0237 . .4074 .4845
Y24 6.2834 3.5053 .4447 .4222
Y25 6.4652 3.8738 .3540 .5617
Alpha= .5919
Voi kel qu~i (j b~ing n~ty ht; stl ll(<Jng quan bien t6ng cl'ta cac bien da d<.ll tren !1ll(C
.30, va ht; s6 Alpha d<.ll xf\p xi .60 ncn cac bien nay dtic}c SLT d\tng lrong phan Lich nhan t6 EFA Liep theo {~ nwc 3.2.
TCr bang 5.15, Cong ty nen phan pb6i cac san phfi'm c6 cha't ltrc;Jng cao d cac sieu thi (Y22), lm~i cao cap nen gi~i trong cac shop thoi trang (Y24) va lo~i thtrong thl nen ban 0 cac chc.1 (Y25).
Bang 5.16: Thang dove quye't dinh quang C£l0
Bie'n Trung blnh thang Pl1ltdng sai Ttfdng quan Gia tri Alpha quan sat do neu lo<~i bie'n thang do ne'u bie'n tdng ne'u lo~i bie'n
lo<.t i bien Y26 15.6684 20.2873 .3111 .1254 Y27 15.2620 5.7428 .1871 .3046 Y28 15.3636 21.1789 .3204 .1511 Y29 15.5775 21.4496 .1962 .1859 Y30 17.2941 123A345· . ... .. ·-.0751 .3270 Alpha= .2470 ' ·. :; . -~ ..
Chi c6 hai bien Y26 v~' Y28 d<.ttYeu'dti.!I~·'I1¢i.s6nrdng guan bien t6ng d~t tren .30.
Nht( v~y y kien cho rhng s~in'.~)i,rtl~1t~~;~:~:;(*y.nen qu~\ng cao tren bao cho mQi ngtroi biel (Y26) va nhan hi~u;;i~4(~~ri 6hiT;:~ioi thi~u cho mQi ngttoi (Y28) c1tfc;Jc danh gia 1a rat qw!n Lrqng. Cc)n~ iy cft.n ph~ii Lh~rc hi~n chien lttcjc qu~ing do nay
c1~ phat tri~n thtrl.1ng hi~u ci'ta mlnh .. Ngoai ra, vi~c qu<ing cao tren ti vi (Y27) va giai thlch c<k tlnh nang vtr~1t tr<)i cl'1a s~in phftm gang tay d Cong ty (V29) la khong c5n thie't. Cac bien phtt hc;Jp dtrcjc ki€m Lra lc,1i a bang 5.17.
Bang 5.17: Thang do v~ quye't dinh qming ca.o sau khi lo~i bie'n khong phu hqp Bie'n Trung blnh lhang Phtt(Jng sai Tttdng quan Gia tri Alpha quan sal do nG'ulm.li bien lhang do neu bien 1Gng neu lm~i bie'n
lo~.• i bie'n
Y26 4.4278 .6547 .5510
Y28 4.1230 1.0547 .5510
Alpha= .6977
Sau khi lo<,li cac bie'n khong phtl h<Jp cac biEn con l<.li cHi c1~t hi;: s6 tttdng quan bie'n tf)ng !On h<ln .30 V~\ h~ SOlin c;)y Cronbach Alpha d<.tl .6977, v(ly thang do nay dtf<_ic
sl't d~mg c1~ phan lich nhan to EFA tiep theo.
-·Bang 5.18: Thang do v~ gia tri thu'o'ng hi~u
Bien Trung blnh thang Phtt<1ng sai Tttdng quem Gia tr! Alpha quan sat do neu lm.ti bien thang do neu bien t6ng ne'u lo<Ji bien
lo~t i bie'n V31 14.5561 14.4202 .2185 .4652 Y32 15.4332 12.9243 .4224 .3704 V33 15.1979 6.6757 .2679 .6130 ·---~---- Y34 14.3476 : 14.4430 .3388 .4319 - - - 1 - - - - - - - · --- V35 15.0321 112.9775 .4186 .3730 Alpha= .4894
Thanh ph5n gia tri thttdng hit;:u g6m c6: nMn biet thttdng hit;:u, chf\t lttc;lng dttc;lc
nh~n thuc va }()!1g dam IllC thlf<1ng hii';:u, gi(t trj nay c1tf\1C th~ hit;:n qua cac bien quan sat ttt V31 c1en V35 nhttng ch'i c6 3 biC'n phtt hc;lp trong ki~m tra ht;: so tin c~y
Cronbach Alpha c16 Ia bien V32, V34 va V35 d~t ht;: so tttdng quan bie'n t6ng IOn hdn .30. Do d6 chi c6 3 bie'n c1ttc;lc ki~m tra l<~i trong bang 5.19.
Bang 5.19: Thang do v~ gia tri tlnidng hi~u sau khi lo~i bie'n khong phu hdp Bien Trung blnh thang Phttc1ng sai Ttfdng quan Gia tri Alpha quem sat do n0u lm.ti bi0n than g dt) n 0u bien d)ng neu lo~li bien
-· lo<.• i bien V32 7.9037 2.1 ~42 .4265 .5265 Y34 6.8182 3.0635 .3064 .6685 Y35 7.5027 1.8750 .5799 .2699 Alpha= .6190
Ttf bclng 5.19, cac b(: s6 llfdng quan bi0n t6ng da phtl IH,1p va h0 sti Alpha dc,lt tren .60. Nhtf v(ty, thang do nay dlf<,k Sl( d~tng trong phan tich nhan to EFA. Thang do nay cho thay, nhl'tng ngtf(:li thf<,:lc pb()ng vfln cHi c6 phdn thich gang tay ctia Palace (V32), h9 san S~lng mua nhCtng gang tay phll h<Jp vdi h9 (Y34) va hq co th~ se gioi thi0u cho nhi~u ngtt<':li biet v2 si\n phflm cl'ta C6ng ty (Y35).
3.2 Phan tich ye'u tO' kham plui EFA
Bang 5.20: Phan tich EFA cho thang do v~ quye't djnh ten nhan hi~u
Bien quan s;lt Yeu t6
1
VlO .741
y 11 .930
y 12 .438
PhtWng sai tich JOy 53.538%
Thang do v~ guyet c1jnh ten nhan hi(:u c6 cac bien c6 cac tr9ng s6 c1€u lon hon .40
Va phudng Sai tich hJy lcJn h<:in 50% nen thang do nay da cll(QC chap nh~n.
Bang 5.21: Phan tich EFA cho thang do v~ quye't dinh chie'n lu'Q'c nhan hi~u
Bien qu<m s<lt Yeu t6
--~---~---~--- --· ---
1
V14 .742
V15 .742
Cac bie'n trong thang do chie'n ltfQC nhan hi~u ct~u c6 tr<;>ng s6 cao va phuong sai
tlch lUy lOn bon 50% nen thang c.1o UL(\1C chffp nh~n.
u~J.ng 5.22: Phan tich EFA cho thang do v~ quyet d!nh bao hi giin nhan
Bic'n quan sal Ye'u tfi
1
V18 .656
V20 .656
Phtrong sai tich luy 43.016%
nang 5.23: J>han tich EFA cho thang c.1o v~ quye't dinh phan phoi
Bien quan sal Ye'u t6
- ---·--·· --- - ---·-· ·~· --·--- ---- 1
V22 .576
V24 .680
V25 .468
Pht.fcing sai t!ch IGy 33.824%
Thang do v6 quyet djnh bao bl gct n nha n va thang do v~ quyC't djnh pha n phoi c6
cac bie'n c10u c6 trqng so trong phan tich EFA d~tl yeu du la lOn hem .40 nhttng phtfdng sai tlch lfi~~ nh() hon 50% nen cac thang c.1o nay khong c1tfQC Sl( d~tng liep.
llang 5.24: Phfln tfch EFA cho thang c.1o v~ quang cao
Bien quan sat Yeu to
---~---·-
1
V26 .742
V28 .742
PhttOng sai tich IGy 55.002%
Cac bien trong thang do v0 quyet djnh qu<1ng cao c1~u c6 tn,mg s6 IOn va phttong
Bang 5.25: Phan tich EF A cho thang do v€ gh\ tri tlniong hi¢u
Bien quan sat Yeu t6
-- -··---·-····--- --- ---·. ---··. -··
1
V32 .500
V34 .363
V35 .992
Phtrdng sai tich ICiy 45.514%
Sau khi phan tlch nhan t6 EFA cho thang do gia tr! thttong hi~u, bien quan sat V34 c6 trQng s6 trong EFA nh<J hrsn .40 nen bi loc.li va phu'dng sai tich lGy cCing khong o<.tt yeu du. Do c16 thang do n~ty dt(<_ic phan tich tiep theo ci bang 5.26 sau khi lo<~i
. bien kh6ng phtt IH.ip niH( sau:
Bang 5.26: Phan tich EFA cho thang do gia tri thtiong hi¢u sau khi lo<,ti bie'n khong phi1 hqp.
Bi<tn quan sat Yeu t6
--- --- --- - 1
V32 .708
V35 .708
Phttdng sai tfch lOy 50.105%
Thang do gia trj tlllrting hi~u sau khi loc.ti bien khong phLt h\ip chi tO'tlen ra't nhi~u,
cac bien bay gio c1~u c6 tn.mg sO' !On va phtrdng sai tfch lGy da IOn hon 50% nen thang do nay clu<;ic chflp nh~n.
Sau khi phan tfch h~ s6 tin c~y Cronbach Alpha va nhan tO' kham pha EFA cac thang do c1tr~:lc chap nh~n con l~ti Ia:
Thang clo v~ ten nhan hi<$u
Thang do v~ chien ltr<}c nhan hi<;:u Thang clo v0 quyet c1jnh quiing cao Thang clo v~ gia trj thtfdng hi~u
Hlnh 5.1 Mo hlnh ly thuye't sau khi di~u chlnh bttng
h~ s6 Cronbach Alpha va nhan t6EFA.
Ten nhan hiGu
Chien ltr(.Jc nha n hiG u Quyct d!nh yuiing do ol 82 Gia tri thudng hi~u
Mo h1nh cac bttoc pha t tridn thtr<ji~g hi9u va gia tri thtfong hi~u c6 meii quan h~ nhtf the nao va cac btfOC phat tridn thLt<1ng hi~U CO lien quan gl VOi nhau hay khong, ta
dung ham hoi quy dti ki0m nghi~m cac meii quan h~ tren.
4. Mo hinh h6i qiiy tuye'n tfnh v~ m61. quan h~ gir?a ccic btt(Jc pluit triin
thzto·ng hi~u V(t gia tri tluto~tg hi~u.
4.1 Cac h~ s6 h6i quy v~ m6i quan h~ git1a cac btioc phat tri€n thu'dng hi~u voi ghi trj thu'dng hi~u
Bang 5.27: Cac h~ s6 xac djnh
Model Summary
Change Statistics
Adjusted Std. Error of R Square I I I I Sig F Chanqe
Modef R R Square R Square the Estimate Change F Chanqe df1 df2
1 .1973 .039 .023 1.72984 .o39 1 2.475 1 3 I 1a3 1 063
a. Predictors: (Constant), QOQC. TENNH. CLNH
Dttng phtrong phap "ENTER" d0 phan tich kc't qml nhtt sau: I-I~ sO' hoi quy dtt<;1c
dieu chinh "Adjusted R Square" !a .023 (p<.O 1) ch(rng t6 mo hlnh hoi quy phu h<;1p.
8€ xac dtnh cac yeu tei tham d~t vao gia trt thLtdng hi~u, cac h~ sCi Beta chufin h6a
Bang 5.28: Cac h¢ s6 hfii quy Unstandardized \ Standardized
Model Coefficients 1 Coefficients -- -···-· I ···--·---- ---Sig. ··-·-- ---- I 8 Std. Error i Beta 1 (Constant) 4.551 .861 5.285 .000 I I I .323 TENNH .048 .049 .074 i .991 CLNH .031 .063 .037 I .494 .622 QDQC .171 .081 ; .158 2.117 .036 a Dependent Vanable: GTTH
V Oi gh1 thuye't H0: H~ s6 B=O v~\ H 1: H~ s6 B if:. 0, d~fa vao m(fc y nghia p c6 th€ chQn thanh 2 nhonfsau: Nhung gia tri Bi: 0, c6 )' ngh1a thong ke voi (p<.05, c6 c10
tin c~y 95%), ket qu~i co m(>t yc'u t6 dtrt}c chrlp nMn do Ia quye't djnh qu{l!1g do