Mối quan hệ giữa hình ảnh nước xuất xứ, danh tiếng, trách nhiệm xã hội doanhnghiệp và ý định mua hàng của khách hàng trong ngành ô tô Việt Nam
DOI:
https://doi.org/10.24311/jabes/2017.28.8.1177Tóm tắt
Nghiên cứu đề xuất và kiểm định mô hình về mối quan hệ giữa hình ảnh nước xuất xứ, danh tiếng, trách nhiệm xã hội doanh nghiệp và ý định mua hàng của khách hàng. Cụ thể, hình ảnh nước xuất xứ được xem là tiền đề, trách nhiệm xã hội doanh nghiệp; và ý định mua hàng là kết quả của danh tiếng, trong đó ý định mua hàng được xem là kết quả cuối cùng. Các mối quan hệ này được kiểm định thông qua mẫu 1.027 khách hàng sở hữu và sử dụng xe ô tô du lịch. Kết quả nghiên cứu cho thấy hình ảnh nước xuất xứ được xem xét ở hai khía cạnh là: (1) Hình ảnh nước xuất xứ thương hiệu; và (2) Hình ảnh nước sản xuất. Cả hai khía cạnh này đều tác động tích cực đến danh tiếng và ý định mua hàng của khách hàng, trong đó hình ảnh nước xuất xứ thương hiệu có tác động mạnh hơn. Danh tiếng tác động tích cực đến trách nhiệm xã hội doanh nghiệp và trách nhiệm xã hội doanh nghiệp tác động đến ý định mua hàng. Tuy nhiên, danh tiếng không có tác động đến ý định mua hàng của khách hàng.
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