Tác động của giá trị thương hiệu, giá trị cảm nhận, hiểu biết sản phẩm đến ý định mua: Trường hợp thương hiệu vải Thái Tuấn
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu đánh giá tác động của bốn thành phần giá trị thương hiệu (nhận biết, chất lượng cảm nhận, liên tưởng, lòng trung thành) cùng hiểu biết sản phẩm và giá trị cảm nhận đến ý định mua trong bối cảnh thương hiệu vải Thái Tuấn. Khảo sát n = 277 khách hàng; thang đo kiểm định bằng Cronbach’s Alpha và EFA, các giả thuyết kiểm định bằng hồi quy tuyến tính bội. Kết quả cho thấy các yếu tố đều tác động tích cực, có ý nghĩa thống kê đến ý định mua; mức ảnh hưởng chuẩn hóa (β) theo thứ tự: lòng trung thành thương hiệu, liên tưởng thương hiệu, giá trị cảm nhận, hiểu biết sản phẩm, chất lượng cảm nhận và nhận biết thương hiệu. Mô hình phù hợp tốt. Kết quả nhấn mạnh vai trò then chốt của lòng trung thành và liên tưởng trong ngành dệt may gắn với giá trị văn hoá; từ đó đề xuất các hàm ý quản trị nâng cao ý định mua ngành thời trang và dệt may.
Abstract
This study examines the effects of four brand equity dimensions—brand awareness, perceived quality, brand associations, and brand loyalty—together with product knowledge and perceived value on purchase intention in the context of the Thai Tuan fabric brand. A survey of n = 277 customers was conducted; measurement scales were validated using Cronbach’s alpha, and exploratory factor analysis (EFA), and hypotheses were tested via multiple linear regression. The results indicate that all factors exert positive and statistically significant influences on purchase intention; the standardized effects rank as follows: brand loyalty, brand associations, perceived value, product knowledge, perceived quality, and brand awareness. The model demonstrates a good fit. These findings underscore the pivotal roles of loyalty and associations in a textile category embedded with cultural values, thereby informing managerial implications to enhance purchase intention in the fashion and textile sector.
Từ khóa
Giá trị thương hiệu; Giá trị cảm nhận; Hiểu biết sản phẩm; Ý định mua; Vải Thái Tuấn
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
D12 - Consumer Economics: Empirical Analysis - Household Behavior and Family Economics, L67 - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment - Industry Studies: Manufacturing, M31 - Marketing - M37 - Advertising - M39 - Other - Marketing and Advertising
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