Phân tích yếu tố ảnh hưởng đến hành vi sử dụng sản phẩm sen Huế của người tiêu dùng=Analysis of Factors Affecting Consumer Behavior of using Hue Lotus Products

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Tác giả: Thị Kim Oanh Đinh

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Khoa học Nông nghiệp Việt Nam, 2024

Mô tả vật lý: tr.1628-1639

Bộ sưu tập: Metadata

ID: 474164

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Nghiên cứu này nhằm phân tích những yếu tố ảnh hưởng đến ý định của người tiêu dùng về việc mua sản phẩm sen Huế. Phương pháp phân tích mô hình hồi quy tuyến tính trên phần mềm Smartpls được áp dụng thông qua số liệu khảo sát trên 250 người tiêu dùng trong và ngoài tỉnh Thừa Thiên Huế. Kết quả nghiên cứu cho thấy, sen Huế là sản phẩm có tiềm năng cạnh tranh khi hơn 50% người tiêu dùng hiểu biết về giá trị sản phẩm và đánh giá lợi thế của sản phẩm sen Huế so với sen từ các địa phương khác. Đồng thời kết quả nghiên cứu cho thấy rằng, thái độ của người tiêu dùng và nhận thức kiểm soát hành vi của người tiêu dùng ảnh hưởng đến ý định mua sản phẩm sen Huế. Mặc dù chuẩn mực chủ quan của người tiêu dùng không ảnh hưởng trực tiếp đến ý định thực hiện hành vi mua sản phẩm sen Huế, yếu tố này tác động tích cực đến thái độ và chuẩn mực chủ quan của người tiêu dùng. Từ những kết quả trên, nghiên cứu đưa ra kiến nghị để thúc đẩy hành vi của người tiêu dùng thông qua truyền thông để nâng cao hiểu biết của người tiêu dùng về sản phẩm.This study is to analyze factors affecting customers' purchase intention for the Hue lotus (Nelumbo nucifera) products. The structural equation model analysis on Smartpls was applied on data collected from 250 consumers. The result indicated that the Hue lotus products had a competitive advantage when more than 50% of surveyed consumers understoodd the value of the products and had a high ranking of this product compared to lotus of other regions. The findings showed that consumers attitude and perceived control behavior positively affected the purchasing intention for Hue lotus products, meanwhile there was no significant relationship between subjective norm and purchase intention. However, subjective norms had a positive relationship with attitude and perceived control behavior, which supports to perform the purchase intention of consumers for Hue lotus products. The study provides the implication to improve Hue lotus consumption through marketing campaigns to increase knowledge of consumers about Hue lotus products.

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