Final report research on the effect of brand ambassador on cosmetic purchase intention in ho chi minh city

Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (4.06 MB, 98 trang )

Trang 1<div class="page_container" data-page="1">

MINISTRY OF EDUCATION AND TRAININGHO CHI MINH CITY UNIVERSITY OF

TECHNOLOGY AND EDUCATION

FINAL REPORT

Research on The Effect of Brand Ambassador onCosmetic Purchase Intention in Ho Chi Minh City

Course Code: PLSK320605EClass Code: 212PLSK320605E_01CLC

Student Performance: Group 1Lecturer: Ph.D.TRUONG THI HOA

Ho Chi Minh City, June in 2022

</div>Trang 2<div class="page_container" data-page="2">

LIST OF MEMBERS PARTICIPANTING IN THE REPORT

SEMESTER II, SCHOOL YEAR: 2021-2022

</div>Trang 3<div class="page_container" data-page="3">

6 H+ Th9 Thu HuyFn 20124185

- Make questionnaire- Create table survey

</div>Trang 5<div class="page_container" data-page="5">

Table of Contents

TABLE OF ABBREVIATIONS...i

LIST OF TABLES...ii

LIST OF FIGURES...ivCHAPTER 1: RESEARCH OVERVIEW...1

1.1. Reason to choose the research topic...1

2.1.3. Theory of Consumer Behavior...5

2.1.4. Theory on the impact of brand ambassadors on consumer behavior...5

2.2. Related Studies Matrix...6

3.2. The process of building the scale, and designing the survey form...12

3.2.1. The process of building the scale...13

</div>Trang 6<div class="page_container" data-page="6">

3.2.2. Design of questionnaires and surveys...16

3.3. Sampling process and data collection...16

3.3.1. Sample selection process...16

3.3.2. Data collection process...17

3.4. Quantitative analysis...17

3.4.1. Summary of the quantitative analysis process...17

3.4.2 Check the difference between statistical groups (Descriptive Statistics)...18

3.4.3. Quantitative analytical methods...18

CHAPTER 4: RESEARCH CONCLUSIONS...22

4.1. Descriptive Statistics...22

4.1.1. Frequancy table and descriptive statistics...22

4.1.2. CROSS TABULATION TABLES...24

4.2.6. Negative Information Scale...35

4.2.7. Purchase Intention Scale...36

4.3 EXPLORATORY FACTOR ANALYSIS EFA...37

4.3.1 Exploratory Factor Analysis EFA with Independent variables...37

4.3.2. Exploratory Factor Analysis EFA with Dependent variable...42

4.4. TEST MODELS AND RESEARCH HYPOTHESES...45

</div>Trang 7<div class="page_container" data-page="7">

Appendix 1: QUESTIONNAIRE...63Appendix 2: DESCRIPTIVE STATISTICS...69Appendix 3: TESTING RELIABILITY OF MEASUREMENT SCALES (CRONBACH’S ALPHA)...72Appendix 4: EXPLORATORY FACTOR ANALYSIS (EFA)...76Appendix 5: TEST MODELS AND RESEARCH HYPOTHESES...82

</div>Trang 8<div class="page_container" data-page="8">

P a g e | i

TABLE OF ABBREVIATIONS

2e-WOMElectronic Word of Mouth3V.I.P.Very Important Person4EFAExploratory Factor Analysis5KMOKaiser– Meyer– Olkin6VIFVariance Inflation Factor7D-WDurbin-Watson Value

</div>Trang 9<div class="page_container" data-page="9">

P a g e | ii

LIST OF TABLES

Table 3.2.1 - Table of ScalesTable 4.1.1.1 - Frequency tablesTable 4.1.1.2 - Descriptive Statistics

Table 4.1.2.1 - Thu nhap*Hoc van Crosstabulation

Table 4.1.2.2 - Hoc vanNghe nghiepGioi tinh CrosstabulationTable 4.1.2.3 - Custom Tables

Table 4.2.1 - Results of assessment of Reliability ScaleTable 4.2.2 - Results of assessment of Attraction ScaleTable 4.2.3 - Results of assessment of Specialization ScaleTable 4.2.4 - Results of assessment of Specialization ScaleTable 4.2.5 - Results of assessment of Specialization ScaleTable 4.2.6 - Results of assessment of Negative Information ScaleTable 4.2.7 - Results of assessment of Purchase Intention ScaleTable 4.3.1.1 - KMO and Bartlett test results for independent variablesTable 4.3.1.2 – Total Variance Explained

Table 4.3.1.3 - The first exploratory factor analysis results

Table 4.3.1.4 - KMO and Bartlett’s Test result for independent variables for the final

Table 4.3.1.5 – Total Variance Explained

Table 4.3.1.6 - Final exploratory factor analysis results

Table 4.3.2.1 - KMO and Bartlett’s Test - scale of entrepreneurship intention of students

Table 4.3.2.2 – Total Variance ExplainedTable 4.3.2.3 – Component MatrixTable 4.4.1 - Correlation analysis resultsTable 4.4.2.1 - Variables Entered/Removed

a

Table 4.4.2.2 - Explanatory Level of the Model

</div>Trang 10<div class="page_container" data-page="10">

P a g e | iii

Table 4.4.2.3 - Model Fit: Analysis of Variance ANOVATable 4.4.2.4 - Table Residuals Statistics

a

Table 4.4.2.5 - Table Model Summary

b

Table 4.4.2.6 - Statistical analysis of regression coefficients

</div>Trang 11<div class="page_container" data-page="11">

P a g e | iv

LIST OF FIGURES

Figure 2.3 - Research ModelFigure 3.1 – 12-step Research ProcessFigure 4.1.3 - Pie Chart Percent of tuoiFigure 4.4.2.1 – 4.4.2.4 - Scatter charts

Figure 4.4.2.5 - Histogram of the normalized residualsFigure 4.4.2.6 - Histogram

Figure 4.4.2.7 - Scatterplot: Regression Standardized Residual

</div>Trang 86<div class="page_container" data-page="86">

P a g e | 75

 PURCHASE INTENTION SCALE

</div>Trang 88<div class="page_container" data-page="88">

P a g e | 77

</div>Trang 89<div class="page_container" data-page="89">

P a g e | 78

Part 2

Total Variance Explained

Rotated Component Matrix

a

</div>Trang 90<div class="page_container" data-page="90">

P a g e | 79

o Exploratory Factor Analysis EFA with Dependent variable.

</div>Trang 91<div class="page_container" data-page="91">

P a g e | 80

Appendix 5 : TEST MODELS AND RESEARCH HYPOTHESES

</div>Trang 92<div class="page_container" data-page="92">

P a g e | 81

 Regression Analysis

</div>Trang 93<div class="page_container" data-page="93">

P a g e | 82

 Hypothesis

 CHECK THE VIOLATION OF ASSUMPTIONSASSUMPTION 1: CHECK SCATTERPLOT

</div>Trang 94<div class="page_container" data-page="94">

P a g e | 83

</div>Trang 95<div class="page_container" data-page="95">

P a g e | 84

ASSUMPTION 2: RESIDUALS ARE NORMALLY DISTRIBUTED

</div>Trang 96<div class="page_container" data-page="96">

P a g e | 85

</div>Trang 97<div class="page_container" data-page="97">

P a g e | 86

ASSUMPTION 3: DURBIN-WATSON VALUE

ASSUMPTION 4: NO OR LITTLE MULTICOLLINEARITY: THE

INDEPENDENT VARIABLES ARE NOT HIGHLY CORRELATED WITH EACH OTHER [COV(XI,XJ) =0]

ASSUMPTION 5: VIOLATION OF ASSUMPTIONS

</div>Trang 98<div class="page_container" data-page="98">

P a g e | 87

</div>

Final report research on the effect of brand ambassador on cosmetic purchase intention in ho chi minh city

<b>MINISTRY OF EDUCATION AND TRAININGHO CHI MINH CITY UNIVERSITY OF</b>

<b>TECHNOLOGY AND EDUCATION</b>

<b>FINAL REPORT</b>

<b>Research on The Effect of Brand Ambassador onCosmetic Purchase Intention in Ho Chi Minh City</b>

<b>Course Code: PLSK320605EClass Code: 212PLSK320605E_01CLC</b>

<b>Student Performance: Group 1Lecturer: Ph.D.TRUONG THI HOA</b>

<b>LIST OF MEMBERS PARTICIPANTING IN THE REPORT</b>

- Make questionnaire- Create table survey

<b>Table of Contents</b>

<b>TABLE OF ABBREVIATIONS...i</b>

<b>LIST OF TABLES...ii</b>

<b>LIST OF FIGURES...ivCHAPTER 1: RESEARCH OVERVIEW...1</b>

<b>CHAPTER 4: RESEARCH CONCLUSIONS...22</b>

<b>TABLE OF ABBREVIATIONS</b>

2e-WOMElectronic Word of Mouth3V.I.P.Very Important Person4EFAExploratory Factor Analysis5KMOKaiser– Meyer– Olkin6VIFVariance Inflation Factor7D-WDurbin-Watson Value

<b>LIST OF TABLES</b>

<b>Table 3.2.1 - Table of ScalesTable 4.1.1.1 - Frequency tablesTable 4.1.1.2 - Descriptive Statistics</b>

<b>Table 4.1.2.1 - Thu nhap*Hoc van Crosstabulation</b>

<b>Table 4.1.2.2 - Hoc van*Nghe nghiep*Gioi tinh CrosstabulationTable 4.1.2.3 - Custom Tables</b>

<b>Table 4.3.1.3 - The first exploratory factor analysis results</b>

<b>Table 4.3.1.4 - KMO and Bartlett’s Test result for independent variables for the final</b>

<b>Table 4.3.1.5 – Total Variance Explained</b>

<b>Table 4.3.1.6 - Final exploratory factor analysis results</b>

<b>Table 4.3.2.1 - KMO and Bartlett’s Test - scale of entrepreneurship intention of students</b>

<b>Table 4.3.2.2 – Total Variance ExplainedTable 4.3.2.3 – Component MatrixTable 4.4.1 - Correlation analysis resultsTable 4.4.2.1 - Variables Entered/Removed</b>

<b>Table 4.4.2.2 - Explanatory Level of the Model</b>

<b>Table 4.4.2.3 - Model Fit: Analysis of Variance ANOVATable 4.4.2.4 - Table Residuals Statistics</b>

<b>Table 4.4.2.5 - Table Model Summary</b>

<b>Table 4.4.2.6 - Statistical analysis of regression coefficients</b>

<b>LIST OF FIGURES</b>

<b>Figure 2.3 - Research ModelFigure 3.1 – 12-step Research ProcessFigure 4.1.3 - Pie Chart Percent of tuoiFigure 4.4.2.1 – 4.4.2.4 - Scatter charts</b>

<b>Figure 4.4.2.5 - Histogram of the normalized residualsFigure 4.4.2.6 - Histogram</b>

<b>Figure 4.4.2.7 - Scatterplot: Regression Standardized Residual</b>

<b> PURCHASE INTENTION SCALE</b>

<b>Part 2</b>

<b>Total Variance Explained</b>

<b>Rotated Component Matrix</b>

<b>o Exploratory Factor Analysis EFA with Dependent variable.</b>

<b>Appendix 5 : TEST MODELS AND RESEARCH HYPOTHESES</b>

<b> Regression Analysis</b>

 Hypothesis

 CHECK THE VIOLATION OF ASSUMPTIONSASSUMPTION 1: CHECK SCATTERPLOT

<b>ASSUMPTION 2: RESIDUALS ARE NORMALLY DISTRIBUTED</b>

<b>ASSUMPTION 3: DURBIN-WATSON VALUE</b>

<b>ASSUMPTION 4: NO OR LITTLE MULTICOLLINEARITY: THE</b>

INDEPENDENT VARIABLES ARE NOT HIGHLY CORRELATED WITH EACH OTHER [COV(XI,XJ) =0]

<b>ASSUMPTION 5: VIOLATION OF ASSUMPTIONS</b>

Tài liệu liên quan

Tài liệu bạn tìm kiếm đã sẵn sàng tải về

<b>Table 4.1.2.2 - Hoc vanNghe nghiepGioi tinh CrosstabulationTable 4.1.2.3 - Custom Tables</b>