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研究生:陳氏青娥
研究生(外文):Tran Thi Thanh Nga
論文名稱:Factors Affecting the Foreign Tourists’ Behaviors Toward Hand-made Silk Products of Van Phuc Silk Village
論文名稱(外文):Factors Affecting the Foreign Tourists’ Behaviors Toward Hand-made Silk Products of Van Phuc Silk Village
指導教授:吳勝傑吳勝傑引用關係
指導教授(外文):Sheng Chieh Wu
學位類別:碩士
校院名稱:美和科技大學
系所名稱:企業管理系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:67
中文關鍵詞:Consumer behaviorsilk productsVan Phuc silk productsVan Phuc villagetourist village
外文關鍵詞:Consumer behaviorsilk productsVan Phuc silk productsVan Phuc villagetourist village
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Traditional village tourism is becoming a promising new direction in the development of the tourism industry of Vietnam in general and Hanoi in particular. Along with the organized and oriented investment of the government as well as local authorities, tourist villages are more well-known and preferred by the tourists, especially foreign tourists.
The purpose of this study is to explore the popularity of silk products and Van Phuc silk products especially within foreign tourists’ community. Besides, the research focuses on discoverying the consumer behavior of foreign consumer towards Van Phuc silk products and factors that affect this behavior – buying behavior specifically. Four factors that affect foreign tourists buying behavior towards Van Phuc silk products are trust, quality, references and promotion. In addition, basing on the research results, recommendations for related parties are given to improve the quality of tourist villages as well as increase the famousness of Van Phuc silk village with foreign tourists.

Traditional village tourism is becoming a promising new direction in the development of the tourism industry of Vietnam in general and Hanoi in particular. Along with the organized and oriented investment of the government as well as local authorities, tourist villages are more well-known and preferred by the tourists, especially foreign tourists.
The purpose of this study is to explore the popularity of silk products and Van Phuc silk products especially within foreign tourists’ community. Besides, the research focuses on discoverying the consumer behavior of foreign consumer towards Van Phuc silk products and factors that affect this behavior – buying behavior specifically. Four factors that affect foreign tourists buying behavior towards Van Phuc silk products are trust, quality, references and promotion. In addition, basing on the research results, recommendations for related parties are given to improve the quality of tourist villages as well as increase the famousness of Van Phuc silk village with foreign tourists.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Motivation 1
1.2 Purpose of study 1
1.3 Objectives and Scope of study 2
1.3.1 Objectives of study 2
1.3.2 Scope of study 2
1.4 Literature Reviews 2
1.5 Research questions 4
1.6 Research methodology 4
1.7 Research structure 5
1.8 Definition of Terms 5
1.8.1 Silk 5
1.8.2 Van Phuc Silk village 6
1.8.3 Behavior 6
Chapter 2 Theoretical framework 7
2.1 Van Phuc Silk and Van Phuc tourist villages 7
2.2 Definition of Consumer Behaviors 9
2.3 Consumer buying decision process 11
2.4 Factors influencing consumer behavior 13
2.5 Factors affecting consumer behavior towards silk products 14
2.5.1 Related research model 14
2.5.2 Suggested research model 17
2.5.3 Research hypotheses 18
Chapter 3 Research Methodology 21
3.1 Research design 21
3.2 Research process 21
3.3 Questionnaire Design 22
3.4 Sampling 25
3.5 Data collection method 25
3.5.1 Secondary data collection 25
3.5.2 Primary data collection 26
3.6 Data processing 26
Chapter 4 Research Results and Analysis 28
4.1 Demographical characteristics of the sample 28
4.2 Foreign tourists usage trend of silk products 30
4.2.1 Period of time using silk and type of silk products 30
4.2.2 The reasons of using silk products 30
4.2.3 The origin of silk products 31
4.2.4 Consumption of Van Phuc Silk products 31
4.3 Consumer behavior towards Van Phuc silk products 32
4.4 Model testing 33
4.4.1 Cronbach’s Alpha Test 33
4.4.2 Exploration Factor Analysis 42
4.4.3 Adjusted research model and hypothesis 45
4.4.4 Correlation analysis 46
4.4.5 Regression analysis 46
4.5 Demographic variables and consumer behavior 49
Chapter 5 Implications, Conclusions and Recommendations 51
5.1 Conclusions 51
5.1.1 Sample structure 51
5.1.2 Silk products using trend 51
5.1.3 Van Phuc silk consumption 51
5.1.4 Consumer behavior towards Van Phuc silk products 52
5.1.5 Factors affecting foreign tourists behavior towards Van Phuc silk products 52
5.2 Recommendation 54
5.2.1 Recommendation for Van Phuc local government 55
5.2.2 Recommendation for Van Phuc village managers 56
5.2.3 Recommendation for Van Phuc silk artisans 57
5.2.4 Recommendation for tourism agencies 57
5.2.5 Recommendation for Government 58
5.3 Limitation and suggestion for further research 59
References 60
Attachment 62

I. English
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https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=C
(Accessed on October 2nd, 2014).
3. Ajzen, I., 1991, The Theory of Planned Behavior, Organizational behavior and human decision making processes, Vol. 50, Issue. 2, pp. 179-201.
4. Barrett, P. T. and Kline, P., 1981,The observation to variable ratio in factor analysis, Personality Study in Group Behavior, 1, pp.23-33.
5. Bearden, W. O., Netemeyer, R. G. and Teel, J. E, 1989, Measurement of consumer susceptibility to interpersonal influence,Journal of Consumer Research, volume 15, pp.473–481.
6. Bearden, W. O., Netemeyer, R. G., and Mobley, M. F., 1993, Handbook of marketing scales: Multi-item measures for marketing and consumer behavior research, Newbury Park, CA: Sage Publications.
7. Ducoffe, R. H., 1996, “How Consumers Assess the Value of Advertising”, Journal of Current Issues and Research in Advertising, Vol 17, pp. 1-18.
8. George, D., and Mallery, P., 2003, SPSS for Windows step by step: A simple guide and reference.
9. Godwin, D. S,,Palash, K. K., 2012, Handicraft products: Identify the Factors that Affecting the Buying Decision of Customers, Master thesis, Umeå School of Business and Economics.
10. Gorsuch, R.L., 1983, Factor analysis (2nd ed.), Hillsdale, Erlbaum.
11. Karjaluoto, H. and Lehto. H., 2007, Customer’s intention to engage in permission based marketing communication, Procedding of European Marketing Academy (EMAC) Conference, Brighton.
12. Kotler, P. and Amstrong, G., 2011, Principle of Marketing(14th Ed.), New Delhi, Prentice Hall.
13. Kotler, P. and Keller, L.K., 2006, Marketing Management(12th Ed.), New Delhi, Prentice Hall.
14. Krosnick, J.A., Presser. S., 2009, Handbook of Survey Research (2nd Ed.), San Diego, CA.
15. Likert R., 1968, The method of constructing an attitude scale, New York, Wiley.
16. MacCallum, R.C., Widaman, K. F., Zhang, S., and Hong S., 1999, Sample size in factor analysis, Psychological Methods, 4, pp.84-99.
17. Newel,. S. J. and Goldsmith, R. E., 2001. The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52, 235.
18. Osgood, C.E, Geogre, J.S, and Percy, H.T, 1957, The Measurement of Meaning, University of Illinois Press.
19. Oxford dictionary, Third party definition, Oxford Dictionary Online. Available at:
http://www.oxforddictionaries.com/definition/english/third-party
(Accessed on October 29th, 2014).
20. Saunders, M., Lewis, P. and Thornhill, A., 2000, Research method for business students, Pearson, Prentice Hall.
21. Schifman L.G and Kanuk L.L, 2000, Consumer Behavior(6th Ed.), Pearson, Prentice Hall.
22. Schiffman, L., Hansen H. and Kanuk L., 2007. Consumer Behaviour: A European Outlook, London: Pearson Education.
23. Yazdani, M., 2007, An Investigation on Influencing Factors on Tourists Shopping Attitude of Iranian Handmade Carpet in Isfahan, Mater thesis, Lulea University of Technology.
II. Vietnamese
1. HoàngTrọng, 2008, Phântíchdữliệunghiêncứuvới SPSS, NhàxuấtbảnHồngĐức, TP. HồChí Minh.

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