Tâm lý sính ngoại và ý định mua mỹ phẩm nhập khẩu ở Việt Nam: Kiểm định mô hình bậc hai
Nội dung chính của bài viết
Tóm tắt
Mục đích bài viết - Nghiên cứu kiểm định giá trị cấu trúc của tâm lý sính ngoại (Foreign Brand Preference – FBP) khi đặc tả thành cấu trúc bậc hai phản chiếu, với hình ảnh xuất xứ quốc gia, giá trị biểu tượng xã hội và cảm xúc thương hiệu là biểu hiện thay vì ba biến tiền đề độc lập.
Thiết kế/ phương pháp luận/ cách tiếp cận – Mẫu thuận tiện gồm 677 người tiêu dùng tại Việt Nam đã mua mỹ phẩm nhập khẩu, phân tích bằng PLS-SEM hai giai đoạn tách rời. Đặc tả được tuyên bố trước rồi đối chiếu với đặc tả cấu thành và mô hình bậc một.
Kết quả nghiên cứu - Ba phương diện có hệ số tải 0,882–0,907 lên cấu trúc bậc hai (AVE = 0,798); FBP phân biệt với ý định mua theo khoảng tin cậy HTMT và tác động tích cực đến biến này (β = 0,778; R2 = 0,605), ủng hộ H1. Hai phương án thay thế cùng cho R² = 0,612 nhưng dùng nhiều tham số hơn. Thang đo bất biến hoàn toàn theo học vấn, thu nhập, độ tuổi, bất biến bộ phận theo giới tính.
Hàm ý/ hạn chế của nghiên cứu – Thiết kế cắt ngang chưa kiểm định được chiều tác động; kết quả chỉ suy rộng cho nhóm thường xuyên tiếp cận nội dung đánh giá mỹ phẩm trên mạng xã hội. Nghiên cứu sau cần xác định trước ba phương diện là biểu hiện hay nguyên nhân.
Điểm độc đáo/ đóng góp của bài viết – FBP được phân định với các khái niệm lân cận, và đặc tả bậc hai có ưu thế ở tính diễn giải hệ số, không ở sức giải thích.
Ý nghĩa thực tiễn – Chiến dịch truyền thông chỉ được xem là đã dịch chuyển mức ưa chuộng thương hiệu ngoại khi cả ba phương diện cùng dịch chuyển. Một bộ chỉ báo chung cho phép so sánh mức này giữa các nhóm học vấn, thu nhập và độ tuổi.
Abstract
Purpose of the article – This study tests the construct validity of foreign brand preference (FBP) specified as a reflective second-order construct, with country-of-origin image, social prestige, and brand affect as its manifestations rather than as three separate antecedents.
Design/methodology/approach – A convenience sample of 677 consumers in Vietnam who had bought imported cosmetics was analyzed with the disjoint two-stage approach in PLS-SEM. The specification was set a priori and then compared with a formative specification and a first-order model.
Findings – The three dimensions load 0,882–0,907 on the second-order construct (AVE = 0,798). FBP is distinct from purchase intention according to the HTMT confidence intervals and has a positive effect on it (β = 0,778; R² = 0,605), supporting H1. Both alternatives return R² = 0,612 but use more parameters. The scale is fully invariant across education, income, and age, and partially invariant across gender.
Research limitations/implications – The cross-sectional design leaves the causal direction untested, and the findings generalize only to consumers who regularly engage with cosmetics review content on social media. Future studies should decide in advance whether the three dimensions are manifestations or causes.
Originality/contribution - FBP is delineated from neighboring constructs, and the second-order specification gains in the interpretability of coefficients, not in explanatory power.
Practical implications – A communication campaign can be judged to have shifted preference for foreign brands only when all three dimensions shift together. A common set of indicators allows this preference to be compared across education, income, and age groups.
Từ khóa
Bất biến đo lường; Cấu trúc bậc hai phản chiếu; Mỹ phẩm nhập khẩu; PLS-SEM; Tâm lý sính ngoại
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
C38 - Classification Methods • Cluster Analysis • Principal Components • Factor Models - Multiple or Simultaneous Equation Models • Multiple Variables, D12 - Consumer Economics: Empirical Analysis - Household Behavior and Family Economics, M31 - Marketing - Marketing and Advertising
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