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研究生：	楊廷勝 Thang, Duong-Dinh
論文名稱：	Factors Affecting Consumers’Purchase Intention in Vietnam Helmet Market Factors Affecting Consumers’Purchase Intention in Vietnam Helmet Market
指導教授：	林清河 Lin, Chinho
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士班 Institute of International Management (IIMBA--Master)
論文出版年：	2008
畢業學年度：	96
語文別：	英文
論文頁數：	113
外文關鍵詞：	COO, perceived quality, purchase motivation, purchase intention, perception of price, Perceived product safety, motorcycle helmet
相關次數：	點閱：107 下載：2
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This study intends to determine the relationships among consumers’ perception of price, country of origin, perceived product safety, perceived quality, purchase intention. The moderating effect of purchase motivation towards the relationships perceived quality, perception of price and perceived product safety to purchase intention was also examined.
This study conducted the surveys in the two big cities are Hanoi capital and Ho Chi Minh city and other eight provinces selected (including Bac Ninh, Hung Yen, Binh Duong, …) which are those next to those big cities that can represent the best the situation in country-side of Vietnam. The research used 382 helmet consumers which were randomly selected.
The study finds that perceived product safety and country of origin play important roles in the model. Moderating effect of purchase motivation was found statistically significant.

TABLE OF CONTENTS


ACKNOWLEDGEMENTS	I
ABSTRACT	II
TABLE OF CONTENTS	III
LIST OF TABLES	VII
LIST OF FIGURES	IX
CHAPTER ONE INTRODUCTION	1
1 Background and Research Motivation	1
2 The Objectives of the Study	5
3 Structure of the Research	6
4 Research Process	7
CHAPTER TWO LITERATURE REVIEW	8
1 Definition of Constructs	8
1.1 Country-of-Origin	8
1.2 Perception of Price	9
1.3 Perceived Product Quality	10
1.4 Perceived Product Safety	11
1.5 Purchase Motivation	12
1.6 Purchase Intention	13
2 Relationships among Constructs	14
2.1 Country-of-Origin and Perceived Quality	14
2.2 Country-of-Origin and Perception of Price	17
2.3 Country-of-Origin and Perceived Product Safety	18
2.4 Perception of Price and Perceived Quality	19
2.5 Perception of Price and Perceived Product Safety	21
2.6 Perceived Quality and Purchase Intention	22
2.7 Perception of Price and Purchase Intention	23
2.8 Perceived Product Safety and Purchase Intention	24
2.9 Purchase Motivation as a Moderator	25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	29
1 Conceptual Model	29
2 Construct Measurement	30
2.1 Country-of-Origin	30
2.2 Perceived Quality	30
2.3 Perception of Price	31
2.4 Perceived Product Safety	32
2.5 Purchase Motivation	32
2.6 Purchase Intention	33
3 Hypotheses to Be Tested	34
4 Selection of Product and Countries	34
5 Questionnaire Design	35
6 Sample Plan	35
7 Data Analysis Procedure	36
7.1 Descriptive Statistic Analysis	36
7.2 Exploratory Factor Analysis and Reliability Tests	36
7.3 Multiple Regression Analysis	37
7.4 Structural Equation Modeling (SEM)	38
CHAPTER FOUR DATA ANALYSES AND MEASUREMENTS	39
1 Descriptive Analysis	39
1.1 Data Collection	39
1.2 Characteristics of Respondents	40
1.3 Measurement Results for Relevant Research Variable	41
2 Reliability Analysis	44
2.1 Perception of Price	44
2.2 Perceived Quality	45
2.3 Country of Origin	47
2.4 Perceived Product Safety	48
2.5 Purchase Motivation	49
2.6 Purchase Intention	51
3 Multiple Regression Analysis	52
3.1 Regression Analysis for Country of Origin on Perceived Quality	52
3.2 Regression Analysis for Country of Origin on Perception of Price	53
3.3 Regression Analysis for Country of Origin on Perceived Product Safety	54
3.4 Regression Analysis for Perception of Price on Perceived Quality	55
3.5 Regression Analysis for Perception of Price on Perceived Product Safety	56
3.6 Regression Analysis for Perceived Quality on Purchase Intention	58
3.7 Regression Analysis for Perception of Price on Purchase Intention	58
3.8 Regression Analysis for Perceived Product Safety on Purchase Intention	59
3.9 Regression Analysis for Purchase Motivation as a Moderator	60
4 Structure Equation Model	63
4.1 The Overall Model	63
4.2 The Competing Model with Different Levels of Purchase Motivation	67
5 Direct, Indirect and Total Effects	70
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS	73
1 Research Conclusion	73
2 Research Contribution and Discussion	76
3 Managerial Implication	76
4 Limitation and Future Research	77
REFERENCES	79
APPENDIX	90
APPENDIX- I: Questionnaire in English	91
APPENDIX- II: Questionnaire in Vietnamese	97
                                    

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