Luận văn thạc sĩ Mọt số yếu tố của thương hiệu ảnh hưởng đến lòng trung thành của người tiêu dùng trường hợp máy tính bảng tại Việt Nam

B GIÁO DO
I HC KINH
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








YU T CA U NG
N LÒNG TRUNG THÀNH CI TIÊU DÙNG:
NG MÁY TÍNH BNG VIT NAM















- 2014


B GIÁO DO
I HC KINH
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

YU T CA U NG
N LÒNG TRUNG THÀNH CI TIÊU DÙNG:
NG MÁY TÍNH BNG VIT NAM



CHUYÊN NGÀNH: 
Mã s: 60340102








:









- 2014

M 















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




CHNG 1: TNG QUAN 1
1.1.  1
1.2. u 3
1.3. Phu 4
1.4.  4
1.5. u 4

1.6.  5
1.7.  6
CHNG 2: C S LÝ THUYT 7
2.1. Gii t 7
2.2.  7
2.3. S 8
2.4. S 9
2.5. S 9
2.6. ng th 10
2.7.  11
2.8. 
thng 11
2.9. u 12
2.10.  14
CHNG 3: PHNG PHÁP NGHIÊN CU 16
3.1. Gi 16
3.2. u 16
3.2.1. Phu 16
u 17
3.3.  18
3.4.  20
3.5. u 20
3.6. Ph 21
3.7.  21
CHNG 4: KT QU NGHIÊN CU 23
4.1. Gi 23
4.2.  23
4.3. u 24
4.4. ng 26
ng h s tin cy Cronbach Alpha 28

4.4.1.1. S lôi cun thng hiu 28
4.4.1.2. S khác bit thng hiu 28
4.4.1.3. S gn kt thng hiu 29
4.4.1.4. Cm nhn cht lng thng hiu 30
4.4.1.5. Ning hiu 30
4.4.1.6. Lòng trung thành thng hiu 31
4.4.2. Phân tích nhân t khám phá 32
4.5.  35
4.6.  37
4.7.  40
4.8. c l 46
4.9. 
th 47
4.10.  48
4.10.1. S 50
 50
4.10 51
4.11.  52
CH 54
5.1. Gi 54
5.2.  54
u 54
 56
5.2.2.1. S 57
mê th 57
5.2.2.3. S 58

5.2.2.4. Giu 59
 59
nh th 60
5.3. ng nghiên c 60










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3.1.
18

24
            
Alpha
28

Alpha
29
            
Alpha
29
            


30

Alpha
31
           

31


32


36
n 
39

40
  
trong m)
42
   

)
44




   


)
44
1000
47


47

48


50
0

51
g 4.21

51
2

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

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
13

17
nh
35
)
38
)
41

)

43

49

49
1


NG QUAN
1.1. 
Nhng chic  u tiên trên th gii xut hin vào khou thp
niên 1960. Thu  là nhng c máy tính khng l và s dng
n t  nhp d liu. Tri qua hàng chn, các thit b 
   nên gn nh  t nhiu.     c gii công
ngh  giá là mt thit b gii trí tt . Do c thit k
gn nh nên i dùng có th mang máy bên mình mi lúc mi  Màn
hình cm ng trc quan sinh  giúp  ng các

nhu cu gii trí nghe nhìn, duyc sách, gi video, chia s trên
mng xã h
.
                nên
doanh thu máy tính bng toàn cn 142.4% tu tiên ca
. Báo cáo ca công ty nghiên cu th ng IDC
(T liu Quc t) cho thy, s ng máy tính bng bán ra trên toàn cu
trong quý 1/2013 là 49,2 triu chit s ng  trong sáu
thanh niên2/5/2013)

y
        ông     Amazon, và
Microsoft.

     
 quý 1/2013.


2







 2/5/2013)
T nhng thông tin trên thì th ng máy tính bng phát tring
mt cách nhanh chóng. Nguyên nhân là do nhng chic máy tính bng s hu chc
t chinó li gn nh và luôn có th mang

theo mt cách tin li.
Cùng vi vic gia nhp WTO và s phát trin kinh t khá nhanhi sng ca
i dân Vii theo ching tích cc. Ngoài vic phi trang
tri cuc si dân Ving th cuc sng c
i phát trin ca th ng máy tính b
là mt màu m  các hãng máy tính bng khai thác. Vi m cnh tranh
cao, các sn phm c sn xui mi liên tc, cùng vi nhiu h u hành
ng, máy tính bc d n phm công ngh du
th ng Vit Nam trong nhp ti.

              

 
 

  

    
 .
3


Vì s th ng Vit Nam tn ti rt nhiu máy tính bng. Nên các
hãng sn xut ngoài vic càng nhiu ng n vi sn phm
ca mình, thì v quan tâm nht ca ca các hng sn xut máy tính bng chính
i s hài lòng tha mãn ca  i vi sn phm c
t    a   hay    
bu vi u ca mình.
 nâng cao lòng trung thành ca  i vi sn phm ca mình,
các hãng sn xut máy tính bng phi không ngi mi v sn phm, hình nh

 i s hài lòng cho  th ng Vit Nam. Các hãng sn
xut máy tính bng bt buc phi xây d có th 
ci tiêu dùng. Và mt trong nhng yu t  xây du, 
là vic xây dng ng hiu.
Ving và kho sát các yu t cn s hài lòng
và lòng trung thành ci tiêu dùng thì rc bit quan tri vi các hãng
sn xut máy tính bng. Vì t  ng ci tin nhm nâng cao lòng
trung thành t   có th có th có nhng hiu bit mt
cách khoa hc v s ng ca các yu t ca n s hài
lòng và lòng trung thành ca ,  la ch tài yu
t c  u   n lòng trung thành ca   
 máy tính bng Vi
1.2. 
Xem xét s ng ca các yu t u (s lôi cuu, s
khác biu, s gn ku, cm nhn chu và
niu.
So sánh s khác nhau v ng ca các yu t i vi
m khác nhau (gi tui, thu nhp).
4


1.3. u


 c s dng


c
 
                .





 Minh.

ng, d liu s c 
  P   nhân t

 (Structural Equation Modelling) 


1.4. 
kho sát  ti th
H Chí Minh.
1.5. 
 c thc hin trong phm vi nghiên ci vi nhng 
ang s dng máy tính bng ti th ng  Chí Minh.
5



ch, ,
 
nhng 


1.6. n
           




        
hình Kim & ctg (1998), mô hình Khan (2010) và mô hình ca Nguyn Th



 

              vi
t mình.     


     

C
 

6



nghiên cu 
1.7. K
ng







.
 








Ch



7


 LÝ THUYT
2.1. 
  
    
 
     

        



2.2. 

Có nhi    lòng trung thành c  u. Theo Ratchford
(1987) và c si bi Kim (1998), thì lòng trung thành cu c
 sn lòng la chn sn phu ci sn xuc nhng cám
d ci th cnh tranh.

           

Theo Yoo  (2000), 


Theo Kotler (2003) cho rng: vic mt s c bii vi mt
s nhn hiu không th bàn cãi.
c hi 
mua sn phm ca mu so vi các tùy ch

. 
8


nghiên cu 
Wall Street Journal do Dow Jones (1990)     u hay nhãn
hiu là m nhìn thy, s nn, n
và trng, ch bi. Nó vn
là tài sn quý báu nht ca công ty. Trong mt th gii mà chng sn phm và
dch v i s nghiêng v bn nu 
trung thành vu ca b
             




2.3. 
Theo Azzawi (2012


Theo 1998)n

.



quan

i:
H1: S lôi cuu càng cao thì lòng trung thành ca 
i v
9


2.4. 



       


               



i s     



1998n


H2: S khác biu càng cao thì lòng trung thành ca 
i v
2.5. 



      
.



10





       
qu


n

 
:

H3: S gn ka 
i v
2.6. 
               




c
              


Theo

.


11




             
  .     
              
:
H5: Cm nhn chu càng cao thì lòng trung thành ca 
 i vu càn
2.7. 
 & Tolboom 

có
.






  . Vì cam k  nh
n mt phu ci tiêu dùng. 
 
H6: Ni  u càng cao thì lòng trung thành ca 
 i v
2.8. C

Nghiên cu ca Plummer (1985) nghiên cu ng
n s la chn ca  v mt loc ngt vi mt hình 
hiu khác bit  M. Nghiên cu ca Aaker (1996) vai trò cu
12


trong vic xây du. Nghiên cu ca Thunman (2012), nh
ng c u (s i vi sinh viên trong
vic la chn SmartPhone gia Samsung và Apple.


   

  m       



              



2.9. 
Da vào các nghiên c
 (2013), mô hình
nghiên cc  xut, 
 s dng máy tính bng ti Vit Nam.
 Bic lp: S lôi cuu, s khác biu, s gn
ku, cm nhn chu, ni 
hiu.
 





13


:
H1: S lôi cuu càng cao thì lòng trung thành ca  i
v

              


H2: S khác biu càng cao thì lòng trung thành ca  i
v
             
  




H1
H2
H3
H4
H5
S lôi cuu
S khác bi
hiu
S gn ku

Lòng
trung
thành

hiu
Cm nhn chng
u
Ni
hiu
14


H3: S gn ku càng cao thì lòng trung thành ca  i
v





H4: Cm nhn chu càng cao thì lòng trung thành ca 
 i v




H5: Niu càng cao thì lòng trung thành ca 
i v

nim


nhà sn xut 


2.10. 


        
 

              
15







 
s



 
.

16

P NGHIÊN CU
3.1. 

. 




3.2. 

N







g (
       .       
    

nghiên,

t dng h s tin cy   kinh
m cht ch ng quan vi nhau; Phân tích nhân t khám phá
c s d kinh các nhân t ng và nhn din các 
c cho là phù hp; thông qua qua   
17



               

) 

3.2.2. Q
Luc hin theo qui trình nghiên c


















nh vn
 nghiên cu
Nghiên cng

- Kho sát 267 
- Mã hóa, nhp liu
- Làm sch d liu
- Thng kê mô t
- 
- Phân tích nhân t khám phá EFA
- Phân tích 
- Phâ
nh 



 lý thuyt






n
-liên quan
- thu 
-
-
-











Kt lun, kin ngh
và hn ch c tài