Science & Technology Development, Vol 10, No.

08 - 2007

CC YU T NH HNG N LNG TRUNG THNH CA KHCH HNG I VI THNG HIU IN THOI DI NG

Nguyn Thnh Cng, Phm Ngc Thy Trng i hc Bch khoa, HQG-HCM TM TT: Bi bo nhm nhn dng cc yu t c nh hng n lng trung thnh ca khch hng i vi thng hiu in thoi di ng (TD). Cc tc gi kho st 434 khch hng c s dng TD ti TP. HCM. Kt qu kho st cho thy c 5 trong 9 yu t c xem xt c nh hng n lng trung thnh ca khch hng l uy tn thng hiu, tnh nng sn phm, gi c cm nhn, thi i vi khuyn mi, v nhn bit thng hiu. Bi bo cng a ra mt s nhn nh cho cc nh qun l. T kha: Thng hiu, lng trung thnh thng hiu, in thoi di ng. 1.T VN 1.1.Tng quan v th trng in thoi di ng ti Vit Nam Vi chnh sch m ca v hi nhp, nn kinh t Vit Nam pht trin vi mc tng trng kh cao, trung bnh 7,3%/nm. Qua , mc sng ca ngi dn c ci thin, nhu cu (c v s lng v cht lng) cho cuc sng v cho cng vic lm ngy cng tng. p ng nhu cu ny, vic cung cp cc sn phm v dch v ngy cng a dng v phong ph, c bit trong lnh vc thng tin di ng. Trong giai on u, chi ph s dng cc sn phm v dch v thng tin di ng kh cao i vi ngi tiu dng Vit Nam nn s ngi s dng t. Tuy nhin, vi s pht trin mnh m ca khoa hc cng ngh, vi vic c nhiu i th cnh tranh tham gia th trng nn gi c ca cc sn phm, dch v ny gim ng k. Trc y, cc nh cung cp in thoi di ng (TD) ti Vit Nam ch yu t 5 thng hiu l Nokia, Samsung, Motorola, Sony Ericsson v Siemens (chim khong 90% th phn). Hin nay, c trn 20 thng hiu TD khc nhau tham gia (theo GFK Vit Nam). Bng 1. Thng k th phn theo thng hiu TD nm 2004 2006 THNG HIU NM 2004 Nokia 51% Samsung 35% Motorolar 1,8% Cc thng hiu khc 12,2% (Ngun: Tng hp t GFK Vit Nam) NM 2005 50% 30% 10,8% 9,2% NM 2006 50% 19% 20% 11%

Theo trnh by bng trn, 3 thng hiu dn u th phn Vit Nam l: Nokia, Samsung v Motorola. Ring Motorola, t mc th phn kh nh 1,8% trong nm 2004, Motorolar vn ln v tr th hai, ch sau Nokia vi mc 20% th phn trong nm 2006. Nhn chung, trc sc p cnh tranh gia cc thng hiu (khong 20 thng hiu), th trng TD Vit Nam kh phong ph vi cc sn phm khc nhau v kiu dng, tnh nng & cng ngh, chng loi. ng thi, cng c nhiu mc gi khc nhau ph hp cho mi i tng ngi tiu dng. Theo thng k, s thu bao n nm 2006 ch chim khong 20% tng dn s ca Vit Nam. Do vy, y l 1 th trng y tim nng nhng cng l ni din ra cnh tranh khc lit

Trang 42

TP CH PHT TRIN KH&CN, TP 10, S 08 - 2007

nht. Nhn nh th trng TD Vit Nam y tim nng cn c vo: (1) lng khch hng mi (cha c TD); (2) s gia tng nhu cu thay mi TD ca nhng khch hng c; (3) xu hng mt ngi s dng hai, ba ci TD. y l kt qu ca s pht trin nhanh v sn phm, sn phm ngy cng c nhiu tnh nng hin i hn, kiu dng p hn, tin dng hn, v gi ngy cng r hn. 1.2.Lng trung thnh thng hiu Lng trung thnh thng hiu l mt khi nim quan trng trong nghin cu hnh vi khch hng (Day, 1969; Huang & Yu, 1999). Khch hng c xem l trung thnh vi thng hiu khi h c xu hng mua nhiu sn phm ca mt thng hiu no v mua lp li (Chaudhuri, 1999). Lng trung thnh th hin thi ca khch hng, nu khch hng tin tng v c n tng tt v mt thng hiu th s u tin tm mua sn phm ca thng hiu (Yoo v cng s, 2000). Qua nghin cu mc trung thnh thng hiu ca khch hng, c th tp trung cc chin lc chiu th v tip th mt cch trc tip v hiu qu n khch hng (Lau & Ctg, 2006). Do vy, trong bi cnh th trng TD ti Vit Nam ngy cng cnh tranh, lng khch hng mua mi v mua lp li sn phm ngy cng nhiu, i hi cc doanh nghip phi nhn dng cc yu t nh hng v xy dng lng trung thnh thng hiu. 2.NI DUNG NGHIN CU Nghin cu ny nhm xc nh cc yu t nh hng n lng trung thnh ca khch hng i vi thng hiu TD; phn tch nh gi ca khch hng i vi nhng thng hiu TD hin chim th phn ln ti th trng Vit Nam l Nokia, Samsung v Motorola. Kt qu nghin cu c th l mt trong nhng c s ra chin lc tip th, to li th cnh tranh trn th trng. Cn c vo hai m hnh nghin cu trc ca Luarn & Lin (2003) v ca Th & Trang (2002), tc gi thc hin mt nghin cu s b thng qua phng vn 10 khch hng ang s dng TD. T , hnh thnh m hnh nghin cu cho ti. M hnh nghin cu gm 8 tin t v 1 yu t ph thuc l Lng trung thnh thng hiu (Hnh 1). Trong , nghin cu s dng 4 yu t t 2 nghin cu trc l Nhn bit thng hiu, Thi i vi chiu th trong m hnh ca Th & Trang (2002) v Cht lng cm nhn, Uy tn thng hiu trong m hnh ca Luarn & Lin (2003); t kt qu nghin cu s b a thm 4 yu t khc gm Kiu dng sn phm, Tnh nng sn phm, Cht lng phc v, v Gi c cm nhn. Kiu dng sn phm ( y l TD) l hnh thc v dng v bn ngoi ca sn phm m ngi mua cm nhn c. Nhng thng hiu c sn phm vi kiu dng p, sang trng, c trng s tc ng n khch hng, lm h ngh ngay n thng hiu khi mun mua. Tnh nng sn phm nhm ch gi tr ct li ca sn phm, c quan h trc tip ti hnh vi mua v to s gn b ca khch hng i vi thng hiu. Cht lng phc v c xt v mc tin cy, thi nhit tnh, s m bo, s thng cm v yu t hu hnh. Nu khu tip xc khch hng phc v tt s to nn lng trung thnh ca khch hng i vi thng hiu (Mittal & Lassar, 1996; To & Leung, 2001). Gi c cm nhn c hnh thnh trn c s gi thc ca sn phm v gi tham chiu ca khch hng (Winer, 1986; Erickson & Johansson, 1985). Gi c cm nhn chu nh hng c tch cc ln tiu cc bi gi tham chiu (Chan & Wildt, 1994).

Trang 43

Science & Technology Development, Vol 10, No.08 - 2007

Hnh 1. M hnh nghin cu Cc gi thuyt ca ti: H1: Cht lng cm nhn c tc ng dng ln lng trung thnh thng hiu TD. H2: Nhn bit thng hiu c tc ng dng ln lng trung thnh thng hiu TD. H3: Thi i vi chiu th c tc ng dng ln lng trung thnh thng hiu TD. H4: Uy tn thng hiu c tc ng dng ln lng trung thnh thng hiu TD. H5: Gi c cm nhn c tc ng dng ln lng trung thnh thng hiu TD. H6: Cht lng phc v c tc ng dng ln lng trung thnh thng hiu TD. H7: Tnh nng sn phm c tc ng dng ln lng trung thnh thng hiu TD. H8: Kiu dng sn phm c tc ng dng ln lng trung thnh thng hiu TD. 3. PHNG PHP NGHIN CU Nghin cu gm hai bc, nghin cu s b v nghin cu chnh thc. Nghin cu s b bng cch phng vn su 10 khch hng c s dng TD ti TP.H Ch Minh. Kt qu nghin cu ny c dng hon chnh m hnh nghin cu v hiu chnh cc thang o s dng t nhng nghin cu trc. Nghin cu chnh thc c thc hin bng cch phng vn trc tip thng qua bn cu hi. Nghin cu thc hin ly mu thun tin, i tng phng vn l nhng ngi ang lm vic, sinh sng ti cc qun ni thnh TP. HCM. Vic x l s liu, kim nh thang o v phn tch kt qu thng qua s dng phn mm SPSS. Ni dung bn cu hi gm hai phn chnh: (1) Kho st mc cm nhn ca ngi tiu dng i vi cc yu t: lng trung thnh, nhn bit thng hiu, cht lng, tnh nng, kiu dng, chiu th, gi c, v uy tn ca cc thng hiu TD vi 38 cu hi, s dng thang o Likert vi 5 mc ; (2) Mt s cu hi v thng tin c nhn ca ngi tr li nh tui, gii tnh, trnh hc vn, s dng cho vic phn loi v so snh cc kt qu trong cc phn tch. 4.PHN TCH KT QU 4.1.M t mu Tng s bn cu hi thu v v s dng cho nghin cu l 434 bn. Trong , phn b mu theo cc thng hiu nh sau: s khch hng s dng TD thng hiu Nokia chim 39,6%

Trang 44

TP CH PHT TRIN KH&CN, TP 10, S 08 - 2007

(172 bn), k tip l Samsung chim 27,3% (103 bn), Motorola chim 15,7% (68 bn), v cc thng hiu cn li chim 21%. tui ca nhng ngi tr li trong mu kho st a s t 18 n 35 tui (76,2%), trn 35 tui chim 23,8%. S ngi c mc thu nhp di 2 triu chim khong 54%, cn s trn 2 triu chim 46%. V ngh nghip, chim t l cao nht l nhn vin vn phng 31,3%, k n l sinh vin/hc sinh khong 27%, cng nhn chim 13,8%, cn b qun l/doanh nhn 12,9%, cn li l thnh phn khc. Bng 2. Kt qu phn tch EFA tng hp cc yu t 1 .950 .877 .551 .549 2 3 4 Yu t 5 6 7 8 9 10

TRTHANH3 TRTHANH4 TRTHANH1 TRTHANH2 KH_MAI2 KH_MAI1 KH_MAI3 UYTIN2 UYTIN3 UYTIN4 UYTIN1 TNANG2 TNANG3 TNANG1 TNANG4 CL_PHVU2 CL_PHVU3 CL_PHVU1 CL_PHVU4 KDANG3 KDANG5 KDANG4 KDANG1 KDANG2 Q_CAO2 Q_CAO3 Q_CAO1 GIA2 GIA1 GIA4 GIA3 NH_BIET2 NH_BIET1 NH_BIET3

.942 .804 .628 .753 .737 .680 .486 .727 .670 .651 .609 .805 .715 .630 .458 .621 .589 .564 .493 .403 .886 .793 .622 .709 .699 .611 .762 .598 .541

Trang 45

Science & Technology Development, Vol 10, No.08 - 2007 NH_BIET4 CL_CNHN1 CL_CNHN2 Eigenvalues .433 .668 .602 8,699 2,566 2,129 1,991 1,648

1,45 1,36 1,41 1,203 1,099 5 7 4 Phng sai 4,04 3,79 3,16 24,16 7,128 5,914 5,529 4,578 3,341 3,053 trch 0 8 9 Cronbachs 0,73 0,81 0,69 0,839 0,837 0,769 0,791 0,762 0,686 0,636 Alpha 7 1 7 Extraction Method: Principal Axis Factoring. Rotation Method: Promax with Kaiser Normalization. 4.2.Kt qu kim nh thang o v hiu chnh m hnh nghin cu Bng 2 trnh by kt qu phn tch EFA, cc h s factor loading c gi tr t 0,403 n 0,950. Cc gi tr Cronbachs Alpha c tnh t mc t 0,636 n 0,839 (> 0,6). Sau phn kim nh thang o, vi 38 bin quan st theo thit k ban u, bin CL_CNHN3 b loi b giai on phn tch tin cy, bin GIA3 b loi trong phn tch EFA. Yu t Thi i vi chiu th tch ra thnh 2 yu t l Thi i vi qung co (gi thuyt H3a) v Thi i vi khuyn mi (gi thuyt H3b). Do vy, m hnh nghin cu c hiu chnh c tt c 10 yu t (9 yu t c lp v 1 yu t ph thuc), bao gm 36 bin quan st. Phn phn tch hi quy a bin s thc hin trn m hnh hiu chnh ny. 4.3.Kt qu phn tch hi quy Cc gi thuyt c ng h Kt qu c 5 trong 9 yu t kho st c xu hng nh hng n lng trung thnh thng hiu ca khch hng, bao gm: uy tn thng hiu, gi c cm nhn, tnh nng sn phm, nhn bit thng hiu v thi i vi khuyn mi. R2 hiu chnh bng 0,371, ngha l cc yu t ny gii thch c 37,1% yu t lng trung thnh khch hng. Nh vy 5 gi thuyt H2, H3b, H4, H5, H7 c ng h bi d liu kho st. Bng 3. Kt qu phn tch hi quy a bin H s cha chun ha B Std. Error ,036 Beta chun ho T Sig.

(Constant) ,000 1,000 Thi /vi khuyn ,125 ,050 ,125 2,479 ,014 mi Uy tn thng hiu ,353 ,059 ,341 6,030 ,000 Tnh nng sn phm ,192 ,061 ,186 3,132 ,002 Gi c cm nhn ,170 ,063 ,160 2,674 ,008 Nhn bit thng hiu ,104 ,050 ,104 2,234 ,028 R2 hiu chnh = 0,371; Sig. = 0,000 Yu t Uy tn thng hiu c mc nh hng cao nht ( = 0,341). Kt qu ny ng h gi thuyt H4. C th gii thch l i vi sn phm TD th uy tn thng hiu rt quan trng khch hng quyt nh mua tip hay khng. Trong phn nh gi ca khch hng i

Trang 46

TP CH PHT TRIN KH&CN, TP 10, S 08 - 2007

vi yu t ny tuy c gi tr cao nht so vi cc yu t c nh hng, c mean = 3,793 (Bng 4). Tuy nhin, gi tr ny vn cn khim tn so vi thang o 5 mc . Ngnh TD c tc pht trin sn phm mi kh nhanh, th hin ch yu qua vic tng cng v hin i ha cc tnh nng sn phm. Do vy, yu t Tnh nng sn phm gi v tr th hai vi = 0,186 l c th gii thch c. c bit, cho nhng trng hp khch hng mun thay mi hoc mua thm TD. nh gi ca khch hng i vi yu t ny cng v tr th hai, sau yu t Uy tnh thng hiu vi mean bng 3,705 (Bng 4). Yu t Gi c cm nhn xp v tr th ba trong cc yu t nh hng ( = 0,160), vi gi tr mean bng 3,419. Mc nh gi ny thp l do sn phm TD th trng VN cn cao so vi gi ca sn phm cng loi cc nc khc. C th thy khch hng tuy chp nhn mua sn phm nhng vn cha hi lng lm v mc gi hin nay. y l thch thc trong thi gian ti cho cc nh cung cp TD, c bit khi Vit Nam tr thnh thnh vin chnh thc ca WTO. Kt qu ny ng h gi thit H5. Bng 4. nh gi ca khch hng i vi cc yu t nh hng n lng trung thnh
Uy tn thng hiu 3,793 Tnh nng sn phm 3,705 Gi c cm nhn 3,419 Thi /v khuyn mi 3,063 Nhn bit thng hiu 3,665

Yu t nh hng Gi tr trung bnh

Mc nh hng ca yu t Thi i vi khuyn mi xp v tr th 4 trong 5 yu t ( = 0,125). Yu t ny c gi tr mean thp nht (mean = 3,063), cho thy cc chng trnh khuyn mi hin nay cha gy n tng cho khch hng Vit Nam. Trong khi yu t ny l yu t nhm thu ht khch hng, khch hng t nhn bit s n vi thng hiu. Kt qu ny ng h gi thuyt H3b. Yu t Thi i vi khuyn mi xp v tr th 4 trong 5 yu t ( = 0,125). Tuy nhin, yu t ny c gi tr mean thp nht (mean = 3,063). Cho thy cc chng trnh khuyn mi hin nay cha gy n tng cho khch hng Vit Nam. M y li l yu t nhm thu ht khch hng, t nhn bit v n vi thng hiu. Cui cng, gi thuyt H2 c ng h khi yu t Nhn bit thng hiu c kt qu phn tch hi quy vi = 0,104. y l yu t quan trng dn khch hng n vi thng hiu. i vi cc thng hiu trong mu kho st, khch hng nh gi yu t ny kh cao (mean = 3,665). Nhn chung, kt qu nghin cu cho thy c 5 yu t nh hng lng trung thnh khch hng i vi thng hiu TD. Tuy nhin, so vi thang o 5 mc th cc gi tr mean ny c l cn c cc thng hiu ch nng cao hn na th mi c th duy tr lng trung thnh ca khch hng trong bi cnh cnh tranh hin nay. Cc gi thuyt khng c ng h Trong kt qu phn tch hi quy c 4 gi thuyt khng c ng h c lin quan n cc yu t nh cht lng cm nhn (H1), cht lng phc v (H6), kiu dng sn phm (H8) v thi i vi qung co (H3a). C th gii thch nh sau: Theo kt qu nghin cu s b th khch hng cho rng cht lng cm nhn i vi sn phm TD ch yu l cht lng hnh nh, mu sc, m thanh, bn ca pin, mc n nh. Tuy nhin, th trng TD lun c nhiu sn phm mi tung ra th trng, vi tnh

Trang 47

Science & Technology Development, Vol 10, No.08 - 2007 nng ngy cng hin i, hp dn nn khch hng vn c xu hng i TD d cht lng sn phm c vn tt. Dn n gi thuyt H1 khng c ng h. V cht lng phc v, do hu ht cc ca hng, siu th TD ti TP. HCM u by bn cng lc nhiu thng hiu khc nhau, nn nu cht lng phc v ca ca hng ny khng tt, ngi ta chuyn qua ca hng khc mua ch khng nht thit phi thay i thng hiu TD nh mua. Do vy, gi thuyt H6 khng c ng h. Hin nay, hu ht cc thng hiu TD u c nhiu loi sn phm vi nhiu kiu dng dnh cho cc khch hng nhng tng lp, la tui, gii tnh,... khc nhau. V vy chn thng hiu no khch hng cng tm c kiu dng ph hp vi mnh nn trong nghin cu ny gi thuyt H8 v kiu dng sn phm khng c ng h. Gi thuyt H3a v thi i vi qung co khng c ng h c th gii thch l do cc qung co TD hin nay thng tp trung vo vic qung co sn phm mi, gii thiu cc tnh nng vt tri ca sn phm mi. Do vy, ch nhng khch hng thch snh iu, theo thi trang th mi quan tm n nhng qung co ny c thng tin v sn phm mi. Nhng nhng ngi ny thng t trung thnh vi thng hiu m lun thay i c s hu sn phm mi nht, hin i nht. Cn vi nhng khch hng s dng TD nh l mt phng tin lin lc, l ngi quan tm n thng hiu khi mua sn phm li l nhng ngi t thay i, do t quan tm n nhng qung co ny. Tm li, trong bi cnh th trng TD Vit Nam, cc gi thuyt trn khng c ng h l c th gii thch c. 5.KT LUN Vi mc tiu nhn dng cc yu t nh hng n lng trung thnh khch hng i vi thng hiu TD, kt qu nghin cu cho thy c 5 yu t l uy tn thng hiu, tnh nng sn phm, gi c cm nhn, nhn bit thng hiu v thi i vi khuyn mi. Tuy cc yu t ny c nh hng n lng trung thnh khch hng nhng phn nh gi cc yu t ny ca khch hng cha cao. Cao nht l yu t Uy tn thng hiu vi mean = 3,793 v thp nht l yu t Thi i vi khuyn mi vi mean = 3,063. Nhn chung, mc nh gi cha tt so vi thang o 5 mc . Cc thng hiu nn c nhng ci tin cn thit trong thi gian ti. 6. NGHA THC TIN CA TI T kt qu nghin cu trn, c th rt ra mt s nhn nh cho cc nh qun l: 1. Uy tn thng hiu l nhn t quan trng, c nh hng n lng trung thnh ca khch hng (Luarn & Lin, 2003) cng c khng nh trong nghin cu ny. Khi khch hng trung thnh vi mt thng hiu no th h s mua li sn phm hoc s gii thiu khch hng mi cho thng hiu . Do vy, vic xy dng v duy tr uy tn thng hiu l cn thit. Lu l xy dng v duy tr uy tn thng hiu i hi nhiu thi gian v n lc, nhng nh mt uy tn thng hiu th rt d dng v nhanh chng. 2. Hai yu t Nhn bit thng hiu v Thi i vi chiu th c nh hng n lng trung thnh thng hiu trong th trng hng tiu dng Vit Nam (Th & Trang, 2002) cng c khng nh trong nghin cu ny, vi sn phm TD. Thi chiu th y c thay th bng yu t Thi i vi khuyn mi. Cc nh qun l tip th nn c chin lc tip th ph hp qua nng cao lng trung thnh thng hiu ca khch hng. 3. Hai yu t Gi c cm nhn v Tnh nng sn phm trong nghin cu ny cng cho thy c mc nh hng cao n lng trung thnh ca khch hng i vi thng hiu TD. y l mt lu cho cc nh sn xut TD trong bi cnh cnh tranh hin nay.

Trang 48

TP CH PHT TRIN KH&CN, TP 10, S 08 - 2007

Tm li, tuy nghin cu t c mt s kt qu nht nh nhng vn cn mt s hn ch. Trc ht, tnh i din ca mu cha cao do nghin cu s dng phng php ly mu thun tin, i tng phng vn cha phn b u trong mu. Vic lp li nghin cu ny trn nhng sn phm khc, th trng khc l cn thit.

DETERMINANTS OF CUSTOMER LOYALTY TOWARDS MOBILE PHONE BRANDS

Nguyen Thanh Cong, Pham Ngoc Thuy University of Technology, VNU-HCM ABSTRACT: This study is aimed at identifying determinant factors of customer loyalty towards mobile phone brands. A survey of 434 mobile phone users has been conducted in HCMC. Data analysis has resulted that 5 out of proposed factors are empirically confirmed to have significant impact on the brand loyalty. They include brand image, product features, perceived price, attitude towards sales promotion and brand awareness. Managerial implications have been discussed based on the findings. TI LIU THAM KHO [1]. Chan, T. Z & Wildt, A. R, Price, Product Information and Purchase Intention An Empirical Study, Jounral of Academy of Marketing Science, Vol.22, Winter. S, 1627, (1994). [2]. Chaudhuri, A., Does Brand Loyalty Mediate Brand Equity Outcomes? Journal of Marketing Theory and Practice, Spring 99, 136-146, (1999). [3]. Day, G.S., A two-dimensional concept of brand loyalty, Journal of Advertising Research, Vol. 9, No. 3, 29-35, (1969). [4]. Erickson, G. M & Johansson, J. K., The role of Price in Multi-Attribute Product Evaluation, Jounral of Consumer Research, Vol.12, No.2, 195-199, (1985). [5]. Huang, M.H & Yu, S., Are consumers inherently or situationally brand loyal? A set intercorrelation account for conscious brand loyalty and nonconscious inetia, Psychology and Marketing, Vol. 16, No. 6, 523-544, (1999). [6]. Luarn, P. & Lin, A Customer Loyalty Model for E-Service Context, Journal of Electronic Commerce Research, Vol.4, No.4, (2003). [7]. Lau, M. M. & Ctg, The brand loyalty of sportswear in HongKong, Journal of Textile and Apparel, Technology Management, Vol.5, No.1, (2006). [8]. Mittal, B. & Lessar, W. M., The role of personalization in service encounters, Jounral of Retailing, Vol.72, No.1, 95-109, (1996). [9]. Nguyn nh Th & Nguyn Th Mai Trang, Nghin cu cc thnh phn ca gi tr thng hiu v o lng chng trong th trng hng tiu dng ti Vit Nam, HKT - TP.HCM, (2002).

Trang 49

Science & Technology Development, Vol 10, No.08 - 2007 [10]. To, C. K. M & Leung, C. S., Service enhanced manufacturing: A study of percived service quality of apparel manafacturers, Jounral of Fashion Marketing and Management, Vol.5, No.4, 313-323, (2001). [11]. Yoo, B. N. Donthu & S. Lee, An Examination of Selected Marketing Mix Elements and Equity, Jounral of Academy of Marketing Sience, Vol.28, No.2, 195-211, (2000). [12]. Winer, R. S., A reference price model of brand choice for frequently purchased products, Jounral of Consumer Research, Vol.13, 250-56, (1986).

Trang 50