Tác động của lợi ích hình ảnh thương hiệu x MEN đến sự hài lòng khách hàng

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ThLYchuc t~t cua Chu tich nLY<Yc
ThLYchuc t~t cua So trLY&ngSo Tai chinh
ThLYchuc t~t cua £)ang uy, San qiarn hieu
ThLYchuc t~t cua Tong bien tap
KINH TE VieT NAM NAM 2013 vA,£)!NH HU'ONG NAM 2014
Danh gia 3 narn trurc hien k~ hoach phat trilln kinh t~ -
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Hoang Tr§n H~u
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N6ng Thj NhU' Mai
11 Nhln lai thi
trLYcmg
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20 Thl,J'ctranq xuat khcflunqanh may, tre, c6i tharn Vi$t
Nam narn 2013 va giai phap tang trLY&ngnarn 2014
£)61 Mal GIAo DVC VieT NAM
28 £)Oirnoi qiao due d<;iihQCViet Nam - Nhln tu phLYong LU'O'flgMinh eiP
dl$n chi~n IlPQ'C Nguyen Trung Dung
KINH TE - TAl CHiNH
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Ttur ve bai xin giFi ve:
Toa soan Tap chi Nghien
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Tal chinh • Marketing
. £)ia chi: Phonq 502 -
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306 Nguyen Tronq Tuyen, P.1, Q.Tan Sinh, TP.HCM
£)T: 08.39974994 • Email:
Gia: 25.000d

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TAc DONG CUA LO'I iCH HiNH ANH THlfO'NG HIEU X-MEN
. D~N
si,
HAl LONG KHAcH HANG .
Ngay nh~n:,1 1/10/2013
Ngay
nhanlai:
27/12/2013
Ngay duyet dang: 30/12/2013
PGS.TS. Hit Narn Khanh Giao'
Ths. Do NgQc Anh Khanh"
Tom tat
Nghien CLfU nay hU'&ng den muc tleu xem xet tee dQng cue yeu to 19'iich hinh anh thU'O'nghi~u den
51)' hai long cue khach hang bilng mQt nghien CLfU thirc nghi~m thOng qua viec khBo sat 250 khecn hang
tieu dung cec sen pham cham s6c
ca
nhan cue thU'O'nghi~u X-men te! Thanh phO Ho Chi Minh. PhU'O'ng
pMp phan tich nhan to kham pM
va

xay dl)'ng
mo
hinh hoi quy
auoc
SLP
dl)ng.
Ket qua nghien CLfU cho thay
SI)'
hai long kMch hang phu thuoc
vao
hai 19'iich hinh enn thU'O'ng
hi~u le:
(1)
19'iich bieu tU'Q'ngX8 hQi
va
(2)
19'iich gia tang hinh anh. Ket qua nghien CLfU giup cho cec
doanh nghi~p hieu
ve
mire dQ danh gia cue khect: hang doi voi cac thent: phlln cu« 19'iich hinh anh
thU'O'nghi~u, mOi quan
M
gifla 19'iich hinh anh thU'O'ng hi~u voi
SI)'
hai long,
tir
d6, c6 cec chien tuoc
marketing phU h9'P.
TCJ'kh6a: thuonq hi$u, Sl,l'hai 16ng, khach hang
TONGQUAN

Thuonq hieu nqay nay dU'qc xern la m¢t each thirc chinh thong Quang ba cong ty, d<;iidlen cho cong
ty va san phflm rna no dem dem cho khach hang. M¢t thuonq hi$u la m¢t carn ket hay mot tap hop nhCrng
chi dan trong tam trl ngU'ai tieu dung v~ nhCrng di~u cong ty S8 thuc thi, thuonq hi$u dlnh nghia cong ty va
dU'a gia tr] cu the cua cong ty ra nqoai th] trU'ang (Stephen & ctg, 2007).
Hinh anh thU'O'ng hi$u tao ra gia tr] nharn ho tro khach hang xUoIy cac thong tin, phan bi$t Il,I'achon
cac thuonq hieu, khoi gqi hanh vi mua, dem lai earn giac thich thu va tao n~n tang cho vlec rno r¢ng
thU'O'ng hi$u (Aaker, 1991). Nghien cuu nay nharn xem xet tac d¢ng cac yeu to Iqi ich hlnh anh thuonq
hi$u den Sl,I'hai 16ng cua khach hang trang boi canh nqanh hoa my pharn tai Thanh pho H6 Chi Minh, cu
the la cac san phflm cham soc ca nhan cua thuonq hi$u X-Men.
Nielsen- conq ty truyen thOng va thong tin hang dau the gi&i-
va
tap chi Campaign cua Singapore da
xep h<;ingX-Men la thU'O'ng hi$u xep thu 2 sau Colgate trong Top 10 thuonq hi$u cham soc ca nhan narn
2010. Them vao do, theo bao cao cua cong ty Nghien ciru th] trU'ang true tuyen W&S khao sat kharn pha
v~ th] trU'ang dau g¢i Vi$t Nam (2012), X-men la thU'O'ng hi$u dau g¢i co rnuc d¢ tong nhan biet dting thu
3 (dat 84,1 %) sau Clear (91,3%) va Sunsilk (86,1 %). M~c du nqan sach sUodunq cho Quang cao chi bang
m¢t nUoahay tham chi
1/5
so v&i cac san pharn cua doi thu canh tranh, X-men van dU'qc xem la thU'O'ng
hi$u co Quang cao gay ~n tU'qng nh~t doi voi ngU'ai tieu dung chiern 24,3%, va chiern thi phan cao nhat
trang phan khuc san pharn dau g¢i danh cho nam gi&i.
Thuonq hi~u X-Men khang dinh Sl,l'blYt pha trong phan khuc nhorn san pharn cham soc ca nhan cho
nam gi&i v&i y
tU'ang
tao bao "Dan ong dich thuc" va tra thanh thuonq hieu tien phong danh cho nam gi&i,
phai chang co moi lien h$ giCra cac yeu to loi ich hinh anh thuonq hi~u X-men den hai 16ng cua ngU'ai lieu
dung?
CO' sa L
Y
THUY~T vA MO HiNH NGHIEN cuu

Hinh anh thU'O'ng hi~u
Kotler (2001) dinh nghia hinh anh thuonq hi~u nhU' m¢t t~p hop ni~m tin, cac y tU'ang va an tU'qng
rna mot ngU'ai qan cho m¢t san pharn. Trang khi do, Keller (1993) xem hinh anh thU'O'ng hi~u la m¢t tap
hop nhCrng nhan thirc v~ thU'O'ng hi$u khi dU'qc pMn anh bai Sl,l' lien tU'ang thuonq hi~u trong tam
trl
ngU'ai lieu dung. Aaker (1991) cho rang hinh anh thuonq hi~u la m¢t t~p hop nhCrng lien ket duoc sap xep
• , •• Truong D~i hoc Hi chinh - Marketing
NGHIEN ctru TAl cHiNH - MARKETING 8019, XUAN GIAP NGQ 2014
59
mot each dtIy
y
nghTa. Ban than cong ty hay san pharn/djch vu lien tuc gili vling hinh anh LYathfch trong
conq chunq chac chan S8 g~t hai duoc mot vi th~ xLPngtarn hon tren th] tnronq, Iqi fch canh tranh lau ben
va gia tang th] phan cOng nhu hi(lu qua kinh doanh (Park & ctg, 1986).
Hinh anh thuonq hi(lu duoc do ILYang dt,J'a tren cac thuoc tfnh (Koo, 2003; Kandampully
&
Suhartanto, 2000), dt,J'atren Iqi fchl gia tr] thuonq hi(lu (Hsieh va ctg, 2004; Roth, 1995; Bhat & Reddy,
1998) hoac SLPdunq thang do hinh anh thLYO'nghi(lu cua Malhotra's (1981).
£)0
ILYang hinh anh dua theo
cac khai niern tren S8 giup nhCPngnha marketing nhan dien r6 cac th~ rnanh va han ch~ cua thuonq hieu
cOng nhu nh~n thLPCcua ngLYai tleu dung doi vai san pham va dicn vu. Nqhien CLPUnay do ILYang hinh anh
thuonq hi~u dva tren cac y~u to loi ich. Keller (1993) cOng rno ta ding cac gia t~ hinh anh thuonq hieu S8
dLYqc phan loai g6m c6 Iqi fch chLPCnang, Iqi lch trai nqhiern va Iqi lch bieu tLYqng rna c6 ngu6n goc xuflt
phat tl1 nghi€m CLPUcua Park & ctg. (1986).
LQ'iich hinh anh thU'ong hi~u
Lei ich la gia tri ca nhan ma ngLYaitieu dung qan cho san pharn hoac dich vu (Park & ctg, 1986). Lqi
fch la mot loai thong tin "nhan thLPc"c6 lien h(l va tLYO'ngquan
vci
y

niern rna trong d6 nhan thLPChinh anh
thLYO'nghieu la mot hien tLYqng earn xuc va chu quan hinh thanh thOng qua viec hieu r6 ngLYai lieu dung
(Oobni
&
Zinkhan, 1990). Lqi fch la co sa dua d~n quy~t dinh mua cua ngLYai tieu dung, vi th~ de hieu
duoc
Iqi ich ngLYai tieu dung
trvoc
tlen can phai nhan dien nhling nhu cau ngLYai tieu dung mong muon
thuc hien. Park & ctg (1986) dinh nghTa ba loai nhu cau tieu dung Ct,Jthe:
Nhu ctIu chLPCnanq la nhling y~u to thuc day viec tim ki~m san pharn c6 the giai quyet nhling van de
lien quan d~n tieu thu. M¢t thoonq hi~u chua dt,J'ngkMi ni~m chLPCnang dLYqc xem la thLYO'nghleu dLYqc
xay dt,J'ngnham giai quyet nhling nhu cau tieu thu xuat phat tl1 ben nqoai (Park & ctg, 1986). Lqi Ich chuc
nang lien quan d~n nhling Iqi th~ n¢i t~i cua vi~c tieu thu san pharn hay dich vu va thLYang
tuonq
quan voi
thuoc tfnh san pharn. l.oi ich chuc nang rna mot thuonq hi~u dem lai phai tra lai dLYqc cau h6i: "ThLYO'ng
hi(lu cua ban dem I~i cho khach hang dieu gi so vai nhling
thuonq
hieu khac?"
Nhu cau bieu tLYqng la nhling mong muon doi vai cac san pharn c6 the thuc thi cac nhu cau xuat phat
tl1 ben trong con ngLYai nharn tt,J'nang cao ban than, vi tri vai tro, xac dinh cai toi cua mot ca nhan hay cua
mot nh6m. M¢t thLYO'nghi~u crura dt,J'ngkhai ni~m bieu tLYqng dLYqc xem la thLYO'nghi(lu duoc xay dt,J'ng
de gan k~t mot ca nhan vai mot nh6m cunq djnh hLYang, cunq vai tro, hay nhan thLPC(Park
&
ctg, 1986).
M¢t
thuonq
hi(lu mang Iqi fch bieu tLYqng S8 tra lai
duoc

cau h6i: ''ThLYO'nghi(lu cua ban de I~i an tLYqng
trong nhan thLPCngLYaitieu dung nhu th~ nao?"
Nhu cau mang tfnh trai nghi~m la nhling mong muon dOi voi san pharn dem d~n su LYathfch earn tfnh,
st,J'da d~ng hay st,J'klch thfch dua tren kinh nghi(lm. Cac nha nghien CLPUda chLPng minh r~ng mOi lien h(l
gilia nhu cau bieu tLYqng va st,J'tieu thu cOng nhu' nhu cau trai nghi~m va st,J'tieu thu la c6
y
nghTa. M¢t
thuonq hi(lu mang tfnh trai nqhiern la thLYO'nghi(lu dLYqcxay dt,J'ngde thuc thi nhling nhu cau ben trong ca
nhan xuat phat do tfnh da danq va/hay st,J'kfch thfch (Park & ctg, 1986). Lqi Ich mang tinh trai nghi(lm cua
mot thLYO'nghi~u thLYang lien quan d~n cac thuoc tfnh cua san pharn hay dich vt,Jva tra lai dLYqc cho cau
h6i: "ThLYO'nghi(lu cua b~n dem l<;Iidieu gi khi~n ngLYai tieu dung cam thay LYathfch SLPdt,Jng?"
Them vaG d6, hai yeu to Iqi fch X8 h¢i (social benefit) va Iqi fch gia tang hinh anh (appearance
enhances) da dLYqc SLPdt,Jngdo ILYang hinh anh thLYO'nghi(lu trong nghien CLPUcua Stephen & ctg (2007)
va Thakur
&
Singh (2012) khi xem xet tac d¢ng hinh anh thLYO'nghi~u d~n St,J'hai long va
y
dinh trung
thanh cua khach hang trong nganh h6a my pham. Cac tac gia cho r~ng thLYO'nghi(lu cua cac san pham
trong nganh h6a my pham c6 the thu hut niem tin, nh~n thLPCcua ngLYai tieu dung dt,J'atren nhling Iqi fch
gia tang hinh anh thLYO'nghi(lu. M¢t thLPO'nghi(lu san pham cham s6c ca nhan khong chi dLPqc danh gia
cao ve chat ILPqng, cong dt,Jng ma c~n ca yeu to lam d~p cho ngLYai SLPdt,Jng khi ma nhu ~u cham s6c
hinh thuc ben ngoai ngay cang ph6 bien. Lqi fch X8 h¢i lien quan d~n nhling tac d¢ng Uch ct,J'Cve m~t xa
hQi ngLPaitieu dung nMn dLYqc khi mua san pham SLPdt,Jng.
SI! hai long khach hang
ThLYO'nghi(lu nao dLPqcxem la thanh cong deu d<;ltdLYqc m¢t trong nhling mt,Jctieu quan trQng la st,J'
ha.i long cua khach hang doi vai thLYO'nghi(lu. St,J'hai long la St,J'phan (rng cua ngLYai tieu dung trong vi~c
tieu dung san pham ho~c dich vt,Jdo n6 dap LPngnhling mong muon (Oliver, 1997). St,J'hai long la muc d¢
60
NGmEN Ctru TAl cHiNH - MARKETING SO 19, XUAN GIAP NGQ 2014

Cl
nl
dl
&
d
CI
p
n
h
tl
r
t
t
I
cua tranq thai earn gic3c cua m9t ngLPai bat ngu6n tCYvi~e so sanh k~t qua thu dLPge tCYsan pharn voi
nhCYngky vonq cua ngLPaido (Kotler, 2001). Gan day, cac nha nqhien cuu dinh nghia Sl,J'hai long dLPoigoc
d9 la cac kinh nghi~m chung cua ngLPai lieu dung duoc tich Ioy theo thai gian, giong nhu thai d9 (Stephen
& ctg 2007). Cac quan diE~mkhac nhau v~ SI,.I'hai long nqay canq diroc tich IOyda danq theo thai gian nen
dLPang nhu viec'xac dinh mot dinh nghia duy nh~t v~ Sl,J'hai long van crura dLPgcthong nhat. Trong nghien
cuu nay, Sl,J'hai long khach hang dLPgc phan anh theo rmrc d9 anh hLPong cua thLPO'nghieu, di~u nay cOng
phu hop vai quan diem cua Jacoby& Chestnut (1978) va Oliver (1997, 1999). Oliver (1999) eho rang
ngLPai tieu dung qua moi giai doan tac d9n9 S8 hinh thanh nen m9t thai d9 tlch Cl,J'Cdoi vai thLPO'nghi~u
hoac tro nen yeu thfch thLPO'nghi~u, day cOng chfnh la k~t qua cua vi~c thoa man tieu dung dLPgc I~p lai
theo thai gian (Stephen & ctg, 2007).
Me
hinh nghien ClPU
Nqhien cuu cua Stephen & ctg (2007) cho thay Sl,J'hai long khach hang chiu tac d9n9 boi 4 Igi fch
hinh anh thuonq hi~u g6m: Igi fch chuc nanq, Igi lch bieu tLPgng, Igi fch trai nghi~m va Igi Ich gia tang
hinh anh, Nghien cuu cua Thakur & Singh (2012) cho thay Sl,J'hai long khach hang doi voi cac thLPO'ng
hi~u my pham chiu tac d9ng boi

3
y~u to Igi fch hinh anh thLPO'nghi~u g6m: Igi ich crurc nang, Igi fch xa
h9i va Igi ich gia tang hinh anh.
TCYvi~c t6ng hop cac Iy thuy~t Igi ich hinh anh thuonq hi~u va Sl,J'hai long khach hang doi voi
thuonq hi~u, chu y~u la nghien cuu cua Stephen & ctg (2007); Thakur & Singh (2012), tac gia d~ xuat me
hinh Iy thuy~t cho nghien cou nay nhu trong Hinh 1. Me hinh bao g6m 5 bi~n d9c Ic;3P:(1) Igi ich chuc
nang, (2) Igi ich bieu tuonq, (3) Igi ich trai nghi~m, (4) Igi ich xa h9i, (5) Igi Ich gia tang hinh anh; bi~n phu
thu9c la Sl,J'hai long khach hang.
Hinh 1.
Me
hinh
Iy
thuy~t
de
xu~t
LQ'i ich hinh anh thLPQ'nghieu:
,
S,! hai long
~
Ch(PCnang (FU)
!
!
khach
hang
!
r
Bieu bJ'<;mg(SY)
J
~
xs

hQi (SO) ~
I
I
Trai nghi~m (~~ _________ ~
te
r
~
Gia tang hinh anh (A!1____
l
l
Nguon. Nbom lac gia cJ~xual
PHAN
rtca
K~T
QuA
NGHIEN
ceu
Thi~t k~ nghien ClPU
Dau tien, nghien cou sli dl,Jng ky thuat phong v~n sau vai 10 khach hang la nam giai da va dang sli
dunq cac san pharn mang thLPO'nghieu X-men, bao g6m 2 ngLPaitrong d9 tu6i 18-25, 3 ngLPaitrong d9 tu6i
26-35 tu6i, 3 ngLPai trong d9 tu6i 35-45 tu6i va 2 ngLPai tren 45 tu6i. N9i dung phong van theo bang thao
IUc;3nchi ti~t da dLPgc chuan b] san g6m phan 1 la nhCYngcau hoi nharn xac dinh cac y~u to Igi ich cua
thLPO'nghi~u X-men rna khach hang cho la co tac d9n9 d~n Sl,J'hai long cua ho trong vi~c sli dl,Jng san
pham, phan 2 la nhCYngC8U hoi mang ttnh ggi y cac y~u to da d~ xuat trong me hinh Iy thuy~t de hi~u
chinh thang do nhap cho phu hop,
Sau do, nqhien ciru dinh ILPgng nharn kiem dinh me hinh Iy thuyet da d~t ra va xem xet cac thuoc
tinh Igi ich hinh anh thuonq hieu tac d¢ng d~n SI,.I'hai long cua khach hang doi voi san pharn thlPO'ng hi~u
X-men. Doi tLPgng nghien cuu la khach hang nam trong d9 tu6i tCY18 d~n 50 tu6i, sinh song tren dia ban
TPHCM. Thang do Likert 5 rmrc d¢ dlPgc van dunq. ~
Me

ta mau nghien ClPU
T6ng so ban cau hoi thu v~ sau khi da loai bo cac ban tra lai kheng hoan chinh la 213/250. CO' c~u dCY
li~u v~ d~c diem khach hang SLPdl,JngX-men tham gia khao sat duoc me ta theo bang 1.
NGIDEN ctrn TAl cHiNH - MARKETING so 19, XUAN GIAP NGQ 2014
61
Bang 1, £)~c dh~m khach hang Slf dl,lng X-men tham gia khao sat
T~n 56
Ph~n tram
Phan tram hop
Phan tram tfch
li;l
IOy
IT"uoi
18 - 25 tuoi 80
37.6 37.6 37.6
p25 - 35 tuoi 81 38.0 38.0
75.6
>35 - 45 tuoi 33
15.5 15.5 91.1
> 45 tuoi
19
8.9 8.9 100.0
6nq
213 100.0 100.0
inh trang hon nhan
)9C than
118
55.4
55.4 55.4
KethOn

91 42.7 42.7
98.1
KMc 4 1.9 1.9 100.0
rr6nq
213 100.0 100.0
Irrinh do hoc van
Pho thong trung hoc
15
7 7 7
rung cap, Cao dang
34 16 16 23
)<;IihQc 134 62.9 62.9
85.9
au D<;Iihoc
30
14.1 14.1
100.0
T6ng
213 100.0 100.0
Thu nh~p
<5 trieu 31 14.6 14.6 14.6
5 - 10 trieu
47 22.1
22.1 36.6
>10 -20 trieu
78 36.6 36.6 73.2
>20 trieu
57 26.8 26.8 100
Tonq
213 100.0 100.0

Nguon: Tinh toen cue nh6m tee gia
Kiem dinh thang do va me) hinh do ILP(>'ng
Cong Cl,lCronbach's Alpha dU'qc Slr dl,lng de kiem tra dq tin cay cua tling thanh phan Iqi ich hlnh anh
thuonq hieu va
51,!'
hai long cua khach hang. Sau do, toan bq cac billn quan sat duoc dU'a vao phan tich
nhan to kharn pha (EFA) de kham pha cau true thang do cac thanh phan Iqi ich hlnh anh thuonq hiE;!uX-
men. Cong viec nay cOng dU'qc thuc hiE;!ncho cac thang do khai niern v~
51,1'
hai long cua khach hang Slr
dunq san pharn X-men. Sau khi phan tich nhan to kharn pha (EFA), nqhien CIJU thuc hiE;!nkiem dlnh cac gia
thuyet nqhien CIJU dU'qc dua ra bang phuonq phap h6i quy bqi.
Bang 2 cho th~y t~t ca cac thang do d~u co Cronbach's Alpha Ian hon 0.6, va cac billn quan sat d~u
co hE;!so tU'O'ngquan billn- tong Ian hon 0.3, cac thang do dU'qc chap nhan dU'a vao phan tich nhan to.
"k'~ d' he b h' AI h
B" 2
K"
d
• hi h dJ. hi
h
ang
et qua rem
!n
ron ac
S
p
a cae t
ang
omo
In

e ngl
I
CRONBACH'S
HE 56 T110NG
STT THANGDO 56 BIt:N QUAN BIt:N-
QUAN SAT
ALPHA
T6NG NHO NHAT
1
Lqi ich chLYCnang (Functional)
3 0.758
0.541
2
l.oi
ich bieu tlfqng (Symbolic)
3 0.708
0.492
3
l.oi
ich trai nghi~m (Experiential)
4 0.694
0.391
4
Lqi ich xa hQi(Social) 3 0.764 0.588
5
Loi ich gia tang hinh ann (Appearance Enhances)
3 0.839 0.653
6
SI,1 hai long cua khach hang (Customer Satisfaction)
5 0.829

0.599
Nguon: Tinh
toen
cue nh6m tee gia
Toan bq 16 billn quan sat dU'qc dU'a vao phan tich nhan to kharn pha (EFA), phuonq phap trich
"Principal Component" va phep quay "Varimax" duoc Slr dunq, cac bien quan sat duoc dU'a vao phan tich
nhan to theo lieu chuan trich la hE;!so Eigenvalue Ian hon 1. Kllt qua kiern dinh Bartlett voi sig. bang
a
nho
hon 0.005 va hE;!so KMO bang 0.862 Ian hon 0.5 dat yeu cau, cho th~y cac billn quan sat co tU'O'ngquan
du rnanh de chay EFA. Kllt qua phan tich co 4 nhan to dU'qc trich tal hE;!so Eigenvalue bang 1.107 va tong
phuonq sai trich la 60.724%, T~t ca cac bien quan sat co hE;!so tai nhan to Ian hon 0.5 d~u dat yeu cau.
62
NGmEN ctru TAI cHiNH - MARKETING so 19, XUAN GIAP NGQ 2014
Bang 3. Ket qua EFA cac thilnh phan thang do lQ'iich hlnh anh thl1O'ng hi~u
BIEN QUAN sAT
He
so
TAl NHAN TO
1
2
3
4
Xa Hoi 1
.,
0.748
Bieu Tuonq 1
0.704
Bieu Tuono 2
0.687

Xa Hoi 3
0.618
Bieu Tuonq 3
0.579
Xa Hoi 2
0.550
Hinh Anh 2
0.845
Hinh Anh 1 0.818
Hinh Anh 3
0.748
Trai nghiem 2
0.835
Trai nqhiern 3
.0.697
Trai nchiern 4 0.681
Trai nqhiern 1
0.547
Chuc nano 1 0.813
Chuc nano 2 0.795
Chuc nang 3 0.703
He s6 Eigenvalues 3.124
2.404 2.110 2.078
% PhlPO'ng sai
19.526 15.026
13.186 12.986
PhlPO'ng sai tich luy
19.526 34.552
47.738
60.724

Nguon: Tinh
toen cue
nh6m tee gia
K~t qua phan tlch EFA cho bi~n phu thuoc "Sl,I' hai long" (bang 4) cho thay cac bien quan sat co
tuonq quan du rnanh de chay EFA thOng qua kiem dlnh Bartlett vai sig bang 0 nho hon 0.005 va h~ so
KMO bang 0.841 Ian hon 0.5. Ket qua co 1 nhan to duoc rut trfch tai h~ so Eigenvalue bang 2.998 va tong
pturonq sai trfch
ta
59.952%. H~ so tai nhan to cua cac bien deu dat yeu cau Ian hon 0.5 .
4 K"
• EFA d'" ,. h
• kh' h h'
d
h"r
Bang . et qua
01
VO'lt aru
o Sl1 along cua ac
ang
BIEN QUAN sAT He
so
TAl NHAN TO
Hai Long 3
0.804
Hai Long 4
0.795
Hai Long 5
0.773
Hai Long 2
0.749

Hai Long 1
0.749
H~ s6 Eigenvalues
2.998
% PhlPO'ng sai
59.952
PhlPO'ng sai tich luy
59.952
Nguon: Tinh toen cue nh6m tee gia
NhU' v~y, cac ket qua thu duoc tLPdo tin c~y Cronbach's Alpha va phan tich nhan to kharn pha EFA
o tren cho thay thang do cac khai ni~m nghien CLrUdeu dat yeu cau ve do gia tr] va do tin c~y.
Nhan to F1 tap hop cac bieln quan sat Xahoi 1, Bieutuong 1, Bieutuong 2, Xahoi 3, Bieutuong 3 va
Xahoi 2, dU'Q'cd$t ten la "LQ'iich bi~u
tU'Q'ng
X8
hQi" (SO_ SY). Bieu tU'Q'ng
X8
hQi la mot each thLrc d$c bi~t
narn b~t thuc t~, la cai ggi lal Sl,l'vat, hi~n tU'Q'ng duoc tri giac va tam tri ve thl,l'c t~ qua do bien doi cac doi
tU'Q'ng xa hQi (con ngU'ai, boi canh, hoan canh, cac hi~n tU'Q'ng, cac Sl,l' ki~n, ) thanh nhiing pharn tru
tU'Q'ngtrunq (gia tri, niem tin, tU' tU'ong, quan diem, quan ni~m) dU'ai hlnh thLrc nhan thuc, cho phep narn
b~t cac khfa canh cua cuoc song thU'cl'ng nh~t trong long cac tuonq tac
X8
hQi. Mot trong nhiing
crurc
nang
chfnh cua bieu tU'Q'ng
X8
hOi la
chuc

nang g~n bo cac thanh vien cua mot nh6m vai nhau thOng qua Sl,l'
thong nhflt vai nhau ve tU' duy (Guimelli, 1994).
NGHIEN crru TAI CHiNH - MARKETING so 19, xuAN GIAP NGQ 2014
63
Nhan t6 F2 van giCPten 18 "LQ'i ich gia tang hinh anh" (AP). Nhan t6 F3 van giCPten 18 "LQ'iich trai
nghi~m" (EX). Nhan t6 F4 van giCPten 18"LQ'iich
cnuc
nang" (FU) .
. k·.t d' h h
d
khi h EFA
Bang 5. om tat
et qua rem
!n
tang
o sau IC
~y
,
So
bh~n
DQtin
PhU'O'ngsai
Danh
Khai ni~m
Thanh phan
c~y
quan
Alpha trich (%)
gia
sat

Loi
ich bi~u tU'qng
xa
hQi
(SO_SY)
6 0.781
Lqi ich
hinh anh
Lqi ich gia tang hinh anh (AP) 3 0.839
thvonq
60.724
Dat yeu
hi~u
Lqi ich trai nghi~m (EX) 4 0.694
1
cau
Lqi ich choc nang (FU) 3 0.758
SI,P
hai long cua khach hang
(CS)
5 0.829
59.952
Nguon: Tinh teen cue nh6m tee gia
Me hinh dLYqc di~u chinh thanh me hinh nqhien
CLrU
gom 4 yllu t6 Igi Ich hinh anh thLYang hieu tac
d¢ng dlln
SI,I'
hai long cua khach hang d6i vai thLYang hieu X-men nhu trong Hinh 2.
Hinh 2. Me hinh nghh~n CLPUdieu chinh

Lqi fch hinh anh thLYgng hi~u:
S., hai long
1
Bieu tlJ'Q'ng X3 hQi (50_ 5Y)
i
j.
khach hang
!
~
Gia tang hinh anh (AP)
1
!
r
Trai righi~m (EX)
1
j.
~
-i
~ ChLPCnang (FU)
!
J
Nguon: Nhom tee gia a~xu~t
Kiem dinh cac gia thuyet va me hinh nghien CLPU
Phan tfch dLYgc thuc hi~n b~ng phuonq phap "Enter"
nrc
18cac billn d¢c I~p dLYgc dLYavao cunq mot
Iuc de phan tfch hoi quy tuyen tfnh. Kllt qua hOi quy duoc the hi~n qua bang 6; 7 va 8 nhu sau:
Bang 6. Me hinh day du
Me)hinh
R

R2
R2hi~u chinh
Sai so LPc7CILPQ'ng
Durbin-Watson
1
.696"
0.485
0.475
0.47356 2.145

.
.
Nguon. Tmh toan cua nhom tac gia
Bang 7. PMn
tlch
ANOVA
Me)hinh
Tong cac binh
B~c tl! do(
df)
Binh quan
dQ
I~ch
Gia tr]
Gia tr] Sig.
phU'O'ng
F
HOI QUI
43.937
4

1Q.984
48.980
.00Ob
1
so
DlJ
46.647
208 0.224
TONG
90.584
212
Nguon: Tinh toen cue nhom tee gia
64
NGmEN CUu TAl
cHiNH -
MARKETING so 19,
XUAN
GIAP NGQ 2014
Bang 8. Cac thong 56 cua tLPngbien trong phU'O'ngtrinh hoi quy th(P2
M6
H~50
hinh
Nh&n to H~ so
chua
chuin hoa chuin
Gia tr] Gia tr]
£)a cQng tuyen
hoa
5ai so
t 5ig.

£)Qchip
B
chuin
Beta
nh~n
VIF
(Hang
so)
0.575 0.237
2.425
0.016
EX
0.034
0.056 0.034
0.609
0.543 0.806
1.241
1
FU
0.071
0.048
0.084
1.461
0.145 0.747 1.339
AP
0.100
0.054 0.114 1.847
0.066 0.651 1.536
SO_SY
0.660 0.079 0.563 8.318

0.000 0.541
1.849
Ngu6n: Tinh toen
Gila
nh6m tee gia
Ki~m dlnh t (y bang 8 cho thay cac bi~n kh6ng co
y
nghTa thong ke (y rmrc
y
nghTa 10% 103lQ'i ich trai
nqhiern
(EX)
voi sig
=
0.543 va lQ'i ich chtrc nang (FU) vei sig
=
0.145, cac bi~n con Ic;lico
y
nghTa thong ke
voi sig nho hon 5%. Bi~n
EX
va FU S8 b] loal khei m6 hlnh va ti~p tuc chay hoi quy m6 hlnh 2 Ian 2 voi k~t
qua dU'Q'ctong hop qua bang 9; 10 va 11 nhu sau:
ang
0
In
ay
u
M6 hinh
I

R
R2
R2hi~u chinh
5ai so LFc7ClU'Q'ng
Durbin-Watson
1
I
.692"
.478
.473
.47436
2.133
Ngu6n: Tinh toen
Gila
nh6m tee gia
B' 10 Ph
A
,
h ANOVA
ang
an tic
M6 hinh
Ttmg cac binh
B~c tl! do(df)
Binh quan dQ I~ch
Gia tr]
Gia tr] 5ig.
phlFO'ng
F
HOIQUI

43.329
2
21.665 96.278
.000b
1
so
DLY
47.255 210 .225
TONG
90.584
212
C'
b''<
Ngu6n: Tinh toen cue nnom tee gi
, h hl.· th' 2
h
Bang 11. ac thong so cua tU'n~
ien
tronq pi U'O'ng
trln
olquy
U'
M6
Nhan to
H~ so
chea
chuin hoa
H~so
£)a cQng tuyen
hinh

chuin
Gia tr] Gia tr]
hoa
5aiso
t
5ig.
B Beta
£)Qchip
VIF
chuin
nh~n
(Hang
so)
.685 .222 3.086
.002
1
AP
.114
.054
.129
2.115
.036
.666 1.501
SO_SY
.714
.072
.609
9.970
.000
.666

1.501
Ngu6n: Tinh teen
cue
nbom tee gia
Bang 9 th~ hi~n h~ so
R2
hi~u chinh bflng 0.473, cho thcfIym6 hinh 2 bi~n d¢c I~p lQ'i ich gia tang hlnh
anh va bi~u tU'Q'ngX8 h¢i (AP, FU, SO_SY) giai thlch dU'Q'c47,3% bi~n thien cua bi~n phu thuoc
Sl,P
hal long
(CS). Bang 10 cho bi~t F dat gia trj 96.278, tal rmrc
y
nghTa Sig
=
0.000; ki~m tra hi~n tU'Q'ngtU'O'ng quan
bflng h~ so Durbin-Watson (1<2.133< 3). NhU' v~y, m6 hlnh hoi quy tuyen trnh b¢i dU'a ra la phu hop voi
dCP
li~u nghien cuu. Ki~m dinh cac h~ so d¢ doc B
j
bflng ki~m djnh t: bang 11 cho thcfIy2 bi~n lQ'i lch gia tang
NGIDEN ctru TAl cHiNH - MARKETING so 19, XUAN GIAP NGQ 2014
65
hlnh anh va billu tU'Q'ngxa h¢i (AP, SO_SY)d~u co
y
nghia thong ke voi sig nhe hon 5%. Bang 11 cOng cho
th~y trong 2 bien d¢c I~p co h~ so ph6ng dc;ii phU'O'ng sai VIF Ian nh~t = 1.501 < 10 nen co thll bac be gia
thuyet m6 hlnh b] da c¢ng tuyen. PhU'O'ng trlnh hoi quy doi vai cac bien co h~ so chuan hoa c6 danq nhu
sau:
,
Suhailong= 0.129*giatanghinhanh + 0.609* bieutuongxahoi (1)

Killm tra gia dinh lien h~ tuyen tinh cOng nhu' hi~n tU'Q'ng phuonq sai thay doi: do th] phan tan
Scatterplot cho th~y phfln dU' phan tan ngau nhien xung quanh dU'ang di qua tung d¢ 0, nhu v~y gia dinh
lien h~ tuyen tinh va gia dinh phvonq sai phan dU' thay doi kh6ng b] vi pharn.
Billu do tan so Histogram cho th~y m¢t dU'ang cong phan phoi chuan d.;it chong len billu do tfln so, gia
tr] trung blnh r~t nhe gfln bi3ng
°
(Mean = -3.69E-16) va d¢l~ch chuan gfln bi3ng 1 (Std. Dev. = 0.995), phan
phoi cua phan du xap xi chuan. Billu do P-P plot cOng cho th~y cac dillm quan sat kh6ng phan tan qua xa
dU'ang thang ky vonq, nen c6 thll ket luan ri3ng gia thiet phan dU' co phan phoi chuan khOng bi vi pharn.
Killm tra tinh d¢c I~p cua phan du: SLYdunq dc;ii1U'Q'ngthong ke Durbin-Watson (D). Qua bang 10, dai
1U'Q'ngnay co gia tri D = 2.133 thoa man di~u ki~n 1 < D=2.133< 3, nen co thll ket lu~n gia djnh tinh d¢c I~p
cua phfln dU' khOng bi vi pharn.
NhU' v~y, m6 hlnh hoi quy tuyen tfnh (1) khOng vi pharn cac gia dinh can thiet, ket luan ri3ng m6 hlnh
hoi quy tuyen tinh voi 2 yeu to: lQ'i lch billu tU'Q'ng xa h¢i va lQ'i ich gia tang hlnh anh la m6 hlnh phu hop va
dang tin cay. M6 hlnh ket qua co thll dU'Q'Cbillu dh~n nhir trong hlnh 3.
Hinh 3. Ket qua kiem dinh m6 hinh
Iy
thuyet
-
F
=
96.278
LQ'i Ich hlnh anh thU'Q'ng hi~u:
+OflO9
!
Bieu tll'Q'ng
X3
hQi (SO_SY)
!
St}'hili long

r
!
khach
hang
~
Gia tang hinh anh (AP)
I
+0.129
!
-
i
Ngu6n: M6 ta cue nnom tee gia
Phin tieh earn nh~n cua khach himg ve lQ'i ieh hinh anh thll'O'ng hi~u X-men doi voi
51!
hai long
khach hang
NMn to tac d¢ng manh nh~t den Sl,l' hai long cua khach hang Ia thanh phan billu tU'Q'ng xa h9i
(SO_SY), ~ = 0.609. Dieu nay co nghia khi khach hang earn nMn duoc lQ'i fch billu tU'Q'ngxa h¢i rna thvonq
hi~u X-men dem lai, ho quan tam den lQ'iIch nay nhi~u hon ca, ho se c6
y
dinh trung thanh thU'O'ng hieu X-
men. Nhan to con Ic;iitac d¢ng den Sl,J'Mi long cua khach hang la lQ'iIch gia tang hlnh anh (AP) c6 ~ = 0.129.
Bang 12. Gia tr] trung binh cua lQ'i ieh hinh anh thll'O'ng hi~u
Nhan t6 Mau
Gia
tr] trung
DQ I~ch chuAn
Sai
56
chuan

trung
binh binh
AP
213
3.5540
0.74171 0.05082
SO SY 213
3.6995 0.55769 0.03821
Ngu6n: Tinh teen
cua
nh6m tee gia
Bang 12 cho th~y khach hang danh gia cao nh~t la thanh phan lQ'i ich billu tU'Q'ng xa h¢i vai Mean =
3.6995, Ian nhat so vai cac thanh phan lQ'i Ich khac. Dieu nay thll hi~n ri3ng khach Mng c6 earn nhan tlch
Cl,J'Chon het ve lQ'i ich billu tU'Q'ng xa h¢i cua thuonq hi~u X-men, so vai lQ'i ich gia tang hlnh anh tac d¢ng
den
y
dinh Sl,l' hai long khach hang la thap hon, nhU'ng co rrurc d¢ danh gia cao Mean = 3.5540. Dieu nay
doanh nghi~p X-men can phai lU'u
y
trong chien IU'Q'Cxay dl,l'ng hlnh anh thU'O'ng hi~u dll dat hi~u qua tot
nhat.
66
NGmEN ctru TAl cHiNH - MARKETING 8619, XUAN GIAP NGQ 2014
Kl:T LU~N
T6m
tcitket qua
nghien
CLFU
Kllt qua '~ghieln ClYUcho thay Sl,l'hai long cua khach hang phu thuoc VaG hai yllu t6 lQ'i fch hinh anh
thLPO'nghieu: lQ'i fch bieu tLPQ'ngxa hQi va lQ'i lch gia tang hinh anh, PhLPO'ngtrinh hoi quy tuysn tfnh da the

hi~n yllu t6 lQ'i Ich bieu tLPQ'ngxa hQi c6 tac dQng rnanh nhtJt dlln Sl,l' hai long cua khach hang. NhLPv~y, de
nanq cao Sl,l'hai long cua khach hang d6i v&i thuonq hi~u X-men, doanh nghi~p can xem xet cac giai phap
chu yeu hLP&ngVaGcac yllu t6 gom: lQ'i Ich bieu tLPQ'ngxa hQi, lQ'i lch gia tang hinh anh.
Ham
y
cac
chinh sach cho doanh nghi~p
D6i v&i yllu t6 lQ'i fch bieu tLPQ'ngxa hQi:
yllu t6 lQ'i fch bieu tLPQ'ngxa hQi c6 tac dQng manh nhat dlln Sl,l' hai long cua khach hang d6i v&i
thLPO'nghi~u X-men, Mean
=
3.6995, cac nha quan Iy can phai nang cao Sl,l'earn nhan lQ'i lch cua khach
hang d6i v&i yllu t6 nay.
X-men tung ra th] trLPang d~u gQi danh rielng cho nam gi&i
voi
thong di~p "NgLPai dan ong dfch thl,l'c",
tro thanh hinh anh tLPQ'ngtrLPngcho gi&i may rau dLPQ'crnoi ngLPai lien tLP&ng ngay khi nhac dlln. Day chfnh
la gia tri va hinh cua lQ'i fch bieu tLPQ'ngxa hQi ma thLPO'nghieu X-men dem 1<;Ii.Tuy nhien, v&i xu hLP&ng
"NgLPai Vi~t dung hang Vi~t" nhu hi~n nay, vi~c nham Ian X-men la "san ph~m ngo<;Ii"v&i hinh anh nam tfnh
va lich thi~p cua chang trai phucnq Tay trong cac clip quanq cao doi khi khOng con la mot lQ'ithll. D6i tLPQ'ng
khach hang rnuc tieu hi~ln tal da, dang va se tieu dung X-men chfnh la nhCrng ngLPai dan ong Vi~t Nam, d~m
chtJt
A
Dong. Vi thll, vi~c xay dl,l'ng lQ'i fch bieu tLPQ'ngxa hQi cho hinh anh thuonq hieu can phai xuat phat tl1
nhan
thuc
va mong mu6n cua khach hang,
dira
tren quan diem
thuc

tll tl1 cQng dong. Sl,l' thanh cong cua
hinh anh thLPO'nghieu dua tren lQ'i fch bieu tLPQ'ngxa hQi khong the ton tal mal mai ma c6 the billn dei theo
thai gian, thay dei theo xu thll va Sl,l'phat triEln cua cQng dong. Cac nha quan Iy c~n ILPUtam den yllu t6 lQ'i
fch bieu tLPQ'ngde hinh anh thLPO'nghi~u X-men dLPQ'cngLPai tieu dung tin yeu va su dunq
tau dal,
D6i v&i yllu t6 lQ'ifch gia tang hinh anh:
Yeu t6 lQ'i fch gia tang hinh anh c6 tac dQng true tillp den Sl,l'hai long cua khach hang d6i v&i thLPO'ng
hi~u X-men, Mean = 3.5540, cac nha quan Iy c~n phai nang cao Sl,l'earn nMn lQ'i Ich d6i v&i yllu t6 nay.
Thi trLPang san ph~m cham s6c ca nhan dLPQ'ccoi la mot trong nhCrng th] trLPang tiem nang bac nhat
cho cac nha san xuat nham dap lYng nhu cau lam dep co ban cua rnoi ngLPai, nqay nay, nhu c~u nay cOng
tr& nen thillt thuc d6i v&i nam gi&i. M~c du ra dai sau Romano, nhunq X-men c6 lQ'ithll khi tr& thanh thLPO'ng
hieu tien phong dem dlln san pharn d~u gQi danh rieng cho nam gi&i. Thi trLPang san ph~m danh cho nam
dang xuat hi~n them nhieu d6i thu dang qom
nhu
Axe, Clear-men, Romano, Rexona men, Men's Biore
Chfnh vi v~y, lQ'i fch gia tang hinh anh cua X-men nqay canq phai cung c6 de c6 the thu hut niem tin va nh~n
thirc
cua ngLPai tieu dung rang X-men
tuon
dap lYng dLPQ'cnhu cau cua ho t6t hon. Cac nha quan Iy c6 the
chu y dlln m& rQng h~ th6ng phan ph6i, d~c biet la cac kenh phan ph6i tal cac tlnh, noi th] trLPang chva dLPQ'c
khai thac toan dien: tillp tuc quang cao va quanq ba rQng rai, d~c bi~t phim quanq cao phong phu v&i cac
pha hanh dQng htJp dan se nqay cang loi cu6n gi&i tre, t~n dl,lng tri~t de cac phLPO'ngti~n quang cao hi~u
qua nhLPt<;IPchf, bao, cac trang m<;Ingxa hQi tren internet, cac banner quang cao bat mat, de tang cLPang
nh~n billt hinh anh thLPO'nghi~u X-men trong tam trf ngLPai tieu dung.
Th~t ra, nghien ClyUnay chi thl,l'c hi~n d6i v&i cac kMch hang su dl,lng thLPO'nghi~u X-men trong ph<;Im
vi TPHCM, va d6i tLPQ'ngdLPQ'Ckhao sat pMn be khong dong deu, ph~n I&n la ngLPaic6 trinh dQ d<;lihQc, nen
c6 the kllt qua nghien ClyU chLPaphan anh d~y du cac quan diem kMc nhau cua khach hang tieu dung X-
men. Ben c<;lnh d6, du nghien ClyUt~p trung VaG mQt thLPO'nghi~u c~ the la X-men, nhLPng day la thlPO'ng
hi~u bao gom nhieu chung 10<;lisan ph~m da d<;lng nhLPd~u gQi, sCra tam, gel vu6t t6c, sCra rua m~t, san

ph~m Ian khu mui ma trong d6 moi chung 10<;Iisan ph~m c6 the dem l<;licho khach hang nhCrng cam nh~n
va danh gia kMc nhau ve cac gia tri lQ'i fch, nhtJt la khi xem xet lQ'i fch chlYC nang. Cac nghien ClyUtiep theo
NGHIEN
cUu TAl cHiNH -
MARKETING 8019,
XUAN
GIAP NGQ 2014
67
c6 the xem xet each khac phuc nhCPngdiem neu tren nharn c6 k~t qua phuc
VI,I
tot
hon
cho chien 1U'Q'c
marketing cua nha san xu at cac san pham thU'O'ng hi~u X-men.
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MARKETING so 19,
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