Nghiên cứu ý định mua lặp lại - Trường hợp sản phẩm TH True Juice Milk của công ty TH True Milk

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Tác giả: Thu Hoài Bùi

Ngôn ngữ: Vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Công thương 2022

Mô tả vật lý: 192-198

Bộ sưu tập: Metadata

ID: 403503

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Tóm tắt
Chủ đề

Các nghiên cứu về ý định mua lặp lại còn hạn chế khi có tranh cãi về việc liệu ý định mua lặp lại xuất phát từ lòng trung thành thương hiệu của khách hàng, hay đơn giản là thói quen. Nghiên cứu này đóng góp vào lý luận về ý định mua sắm lặp lại, đồng thời xác định và kiểm định các nhân tố ảnh hưởng đến ý định mua lặp lại sản phẩm thức uống dinh dưỡng. Lấy đối tượng nghiên cứu là sản phẩm TH True Juice Milk của Công ty TH True Milk, phạm vi nghiên cứu tại thành phố Nha Trang, nghiên cứu khẳng định ý định mua lặp lại xuất phát từ lòng trung thành và hành vi mua hàng theo thói quen
nhân tố chất lượng sản phẩm, hình ảnh thương hiệu, sự tin tưởng, sự hài lòng và giá bán có ảnh hưởng đến ý định mua lặp lại. Trong đó, chất lượng sản phẩm và hình ảnh thương hiệu có tác động dương và mạnh mẽ nhất
giá bán có tác động ngược chiều lên ý định mua lại, tuy tác động này không mạnh. Nghiên cứu nhân mạnh tầm quan trọng của việc duy trì và phát triển chất lượng sản phẩm, đặc biệt với các sản phẩm dinh dưỡng
khẳng định cho người tiêu dùng về chất lượng đó song song với phát triển nhận diện thương hiệu, từ đó gia tăng niềm tin của người tiêu dùng
cuối cùng, thiết kế chính sách giá phù hợp để tạo kích thích cho ý định và hành vi mua lặp lại., Tóm tắt tiếng anh, There is a controversy on whether the repurchase intention results from the brand loyalty or the habitual behavior of consumers in current researches about the repurchase intention. This study is to explore the factors affecting the repurchase intention of consumers towards nutritional drinks and this study is expected to contribute to the contemporary literature on repurchase intention. By analyzing the repurchase intention of consumers living in Nha Trang City towards TH True Juice Milk, a product ofTH True Milk Company, the study finds out that the repurchase intention is influenced by both the brand loyalty or the habitual behavior of consumers. In addition, the factors of product quality, brand image, trust, satisfaction, and price all affect the repurchase intention of consumers. In which, the factors of product quality and brand image has the strongest and positive impacts on the repurchase intention while the price factor has a moderate negative impact on the repurchase intention. The study's results imply that nutritional drink and food companies should focus on the product quality and the brand image in order to gradually improve the trust and satisfaction of consumers. In addition, companies should make attractive pricing policies to trigger the repurchase intention of consumers.

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