C S L THUYT 1. S tha mn v s trung thnh ca khch hng.

S tha mn c nh ngha v o lng theo nhiu cch khc nhau qua thi gian (Oliver,1997). Johnson et al (1996) a ra hai khi nim c bn ca s tha mn l: s tha mn lin quan n mt giao dch sn phm c th v s tha mn mang tnh tch ly (Cronin & Taylor, 1992). Trong , khi nim s tha mn c tnh tch lu c kh nng d bo tt hn cc hnh vi tip theo v s thc hin v kinh t (Johnson et al., 1996). Mt trong nhng nghin cu gn y ((Oliver, 1997) cho rng s tha mn l mc hi lng ca khch hng. Da vo nhng c s l thuyt nu trn, nghin cu ny nh ngha s tha mn ca ngi tiu dng l nh gi chung mang tnh c nhn ca ngi tiu dng v s tha mn v hi lng vi mt nhm sn phm cho (Oliver, 1997), v l mt khi nim mang tnh tch ly hn l lin quan n mt giao dch c th. Mc d c nhiu nh ngha khc nhau v s trung thnh (Chaudhuri and Holbrook,2001; Dick and Basu,1994), bi nghin cu ny nh ngha lng trung thnh l s kt hp c hnh vi v thi , tc bao hm c s kt hp gia tn s hnh vi (hnh vi mua hng lp li) (Jacoby & Chesnut, 1978; Olsen, 2002) v nh mua hng ca ngi tiu dng (Pritchard et al, 1999; Szymanski and Henard, 2001) i vi mt loi sn phm c th (Olsen,2007). nh ngha ny cng ph hp vi quan im ca Oliver (1997) rng s trung thnh c th bao gm c s cam kt v vic mua li mt sn phm trong tng lai. C mt mi quan h tch cc gia s tha mn v s trung thnh ca khch hng (Szymanski and Henard, 2001), v th, bi nghin cu ny mun trnh by nhng ri ro cm nhn v hiu bit ca khch hng tc ng nh th no ln mi quan h ny m trong nhng kha cnh v hnh vi c bao gm vo vic to nn s trung thnh ca ngi tiu dng. 2. Ri ro cm nhn v hu qu ca n Trong bi nghin cu ny, nhng ri ro cm nhn c nh ngha nh l nhng nhn thc/cm nhn ca ngi tiu dng v s khng chc chn v nhng hu qu tiu cc khi mua mt loi hng ha/ dch v (Dowling and Staeling, 1994). Ngoi ra, ri ro cm nhn i vi thc n, c th l c, c cho l kt qu t tin cy ca ngi tiu dng i vi vn an ton thc phm- v d nh p lc tm l v an ton cho sc khe (Angulo and Gil, 2007; Yeung and Yee, 2002). Trong mt vi nghin cu trc, ri ro cm nhn c cho l nh hng tiu cc ti s tha mn, thi ( Chen and Li,2007; Yuksel and Yuksel,2006), v lng trung thnh ca ngi tiu dng (Grewal et al., 2007; Mitchell et al, 1999; Park et al., 2005; Yuksel and Yuksel,2006). V d, mt vi nghin cu trc y ch ra rng, nhu cu v hi sn th b nh hng mt cch tiu cc bi nhng ri ro cm nhn v sc khe khi dng n (Lin and Milon, 1993), mc d thc t l nhng ri ro t hi sn th t hn nhng loi thc n khc (Beandna Griffen, 1990). Ngoi ra, ri ro cm nhn c th gy ra tm l c cm v dn n nhng cch khc nhau

x l nhng ri ro , v d nh nh gi mt cch cn thn nhng sn phm thay th khc (Cho and Lee, 2006; Dowling, 1999; Dowling and Staeling, 1994). Ngui tiu dng thng thch nhng la chn quen thuc hn l th nhng ci l (Campbell and Goldstein, 2001). Ri ro cm nhn th khng c mt tc ng ng k ln s la chn mt sn phm c thng hiu hay khng ca ngi tiu dng (Klerch and Sweeny,2007). Khch hng s nh gi v quyt nh mua hng da trn s hiu bit v kinh nghim ca h v ri ro cm nhn lin quan ti cht lng. V th, vai tr ca s hiu bit i vi ri ro cm nhn c coi l mt thch thc cho nhng nghin cu trong tng lai (Chen and Li,2007). 3. Vai tr ca s hiu bit i vi ri ro cm nhn v mi quan h s tha mn- trung thnh. Kin thc tiu dng c cho l nh hng ln vic ngi tiu dng tp hp v sp xp thng tin nh th no, h s mua sn phm no v s dng n nh th no (Alba and Hutchison,1987). S hiu bit cn c phn loi nh s quen thuc v s thnh tho/ tinh thng. Trong , s quen thuc l kinh nghim v sn phm tch ly bi khch hng (Chiou and Droge, 2006) v s thnh tho/tinh thng l kh nng s dng sn phm (Alba and Hutchison,1987). Thm vo , c mt s phn bit gia 2 loi kin thc l kin thc ch quan v kin thc khch quan (Klerch and Sweeney, 2007). Nghin cu ny tip cn s kt hp gia 2 iu: ngi tiu dng bit g v nhng loi sn phm v thc t h s dng n nh th no, v nh ngha s hiu bit nh l s nh gi ch quan ca c nhn lin quan ti loi sn phm . Nhng nghin cu trc y ch ra rng kin thc tiu dng c th nh hng ln s trung thnh ca khch hng. Ngi tiu dng s hu lng kin thc hay s tinh thng ln c th s c mc trung thnh thp do h c s hiu bit v nhng sn phm thay th khc (East, 1992). Ngi tiu dng vi t vn kin thc s i mt vi nhiu ri ro hn trong quyt nh mua hng ca h (Heilman et al, 2000). Thm vo , kin thc cn c th l nhn t iu chnh trung gian trong mi quan h gia s tha mn- s trung thnh (Chiou and Droge,2006). Bi nghin cu ny s bao gm kh nng nh hng trc tip ca kin thc ln ri ro, s tha mn v s trung thnh do kin thc khng ch l nhn t iu chnh trung gian trong mi quan h gia s tha mn- s trung thnh (Chiou and Droge,2006) v gia thi - hnh vi, kin thc cn nh hng trc tip n ri ro cm nhn (Chen and Li,2007 ;Klerch and Sweeney, 2007), thi / hnh vi ca ngi tiu th thc phm (Cordell, 1997), s la chn hay tiu th (Pieniak et al.,2007), hay s trung thnh (Bell et al, 2005; Chiou and Droge, 2006).