Thái độ đối với chiêu thị và ý định mua của khách hàng Gen Z đối với thương hiệu Katinat Saigon Kafe: Nghiên cứu vai trò trung gian của nhận biết và ham muốn thương hiệu
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Abstract
This study aims to analyze the impact of attitudes toward promotion on the purchase intention of Generation Z customers in Can Tho City through brand awareness and brand desire in the context of Katinat Saigon Kafe. The research model is developed based on the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB). Structural Equation Modeling (SEM) is employed as the primary analytical method to test the proposed hypotheses. The analysis of survey data from 250 Gen Z customers in Can Tho City reveals that attitude toward promotion indirectly influences purchase intention through brand desire. However, brand awareness does not play a statistically significant mediating role in this relationship. Based on these findings, the study proposes several managerial implications to improve Gen Z customers’ attitudes toward promotional activities, thereby enhancing purchase intention through increased brand desire.
Tóm tắt
Nghiên cứu được thực hiện nhằm mục đích phân tích tác động của thái độ đối với chiêu thị đến ý định mua của khách hàng Gen Z đối với thương hiện Katinat Saigon Kafe tại thành phố Cần Thơ thông qua vai trò trung gian của nhận biết và ham muốn thương hiệu. Mô hình nghiên cứu được xây dựng dựa trên lý thuyết hành động hợp lý (TRA) và lý thuyết hành vi dự định (TPB). Mô hình cấu trúc tuyến tính là phương pháp phân tích chính của nghiên cứu nhằm kiểm định các giả thuyết. Kết quả phân tích dữ liệu khảo sát 250 khách hàng Gen Z trên địa bàn thành phố Cần Thơ cho thấy thái độ đối với chiêu thị tác động gián tiếp đến ý định mua thông qua ham muốn thương hiệu. Trong khi đó, nhận biết thương hiệu không đóng vai trò trung gian có ý nghĩa thống kê trong mối quan hệ này. Từ các kết quả thu được, một số hàm ý quản trị được đề xuất giúp cải thiện thái độ của khách hàng Gen Z đối với các hoạt động chiêu thị, nhằm thúc đẩy ý định mua thông qua việc gia tăng ham muốn thương hiệu.
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