Ảnh hưởng của nhận thức tới ý định mua thực phẩm chức năng của người tiêu dùng Việt Nam

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Tác giả: Thị Hồng Chinh Bùi, Văn Tuấn Phạm

Ngôn ngữ: Vie

Ký hiệu phân loại: 650 Management and auxiliary services

Thông tin xuất bản: Quản lý và Kinh tế quốc tế 2021

Mô tả vật lý: 65-81

Bộ sưu tập: Metadata

ID: 410398

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Bài viết nghiên cứu ảnh hưởng của nhận thức tới ý định mua thực phẩm chức năng (TPCN) của người tiêu dùng Việt Nam với nghiên cứu định tính thông qua phỏng vấn sâu, phỏng vấn nhóm tập trung nhằm khám phá các nhân tố nhận thức lợi ích, đặc biệt là nhận thức lợi ích kinh tế và nhận thức lợi ích công dụng. Nghiên cứu định lượng thu được 686 bảng hỏi khảo sát hợp lệ. Nhóm tác giả xử lý dữ liệu qua các kiểm định Cronbach's Alpha, EFA, CFA trên SPSS 22 và AMOSS 22 nhằm kiểm định mô hình và các giả thuyết nghiên cứu. Kết quả chỉ ra rằng: (1) Nhận thức rủi ro tài chính và nhận thức rủi ro thời gian tác động tiêu cực tới ý định mua TPCN
(2) Nhận thức lợi ích công dụng, nhận thức lợi ích tiện lợi và nhận thức lợi ích kinh tế tác động tích cực tới ý định mua
(3) Nhận thức rủi ro thời gian tác động tiêu cực nhất và nhận thức lợi ích tiện lợi tác động mạnh nhất tới ý định mua
(4) Nhận thức lợi ích công dụng tác động tích cực yếu tới ý định mua TPCN. Từ đó, nhóm tác giả đưa ra gợi ý chiến lược marketing đối với doanh nghiệp, người tiêu dùng và khuyến nghị cho cơ quan quản lý nhà nước. , Tóm tắt tiếng anh, The study investigates the effects of perception on the intention to buy dietary supplement products of Vietnamese consumers. This study employs a qualitative methodology by conducting in-depth and group interviews to explore factors of perceived benefits, especially the perception of economic benefits and utility benefits. A survey of consumers was carried out with 686 valid responses. Using the Cronbach's Alpha test, Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA) to test hypotheses, the results indicate that: (1) Perception of financial risk and time risk negatively impact the intention to buy dietary supplement products
(2) Perception of utility benefits, convenience benefits, and economic benefits positively impact intention to buy dietary supplement products
(3) Time risk perception has negative effects and perception of convenience benefits has positive effects on intention to buy dietary supplement products
(4) Perception of benefit has weak positive effects on intention to buy dietary supplement products. Hence, the study gives some suggestions for Vietnam's businesses, consumers, and government offices.

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