Phụ lục 4: Phân tích hồi quy
1. Phân tích hồi quy tương quan
Correlations
DG | TH | LG | SL | QC | BB | ||
DG | 1.000 | .561 | .429 | .541 | .466 | .413 | |
TH | .561 | 1.000 | .381 | .439 | .309 | .317 | |
Pearson | LG | .429 | .381 | 1.000 | .274 | .256 | .316 |
Correlation | SL | .541 | .439 | .274 | 1.000 | .348 | .260 |
QC | .466 | .309 | .256 | .348 | 1.000 | .135 | |
BB | .413 | .317 | .316 | .260 | .135 | 1.000 | |
DG | . | .000 | .000 | .000 | .000 | .000 | |
TH | .000 | . | .000 | .000 | .000 | .000 | |
LG | .000 | .000 | . | .000 | .001 | .000 | |
Sig. (1-tailed) | |||||||
SL | .000 | .000 | .000 | . | .000 | .001 | |
QC | .000 | .000 | .001 | .000 | . | .050 | |
BB | .000 | .000 | .000 | .001 | .050 | . | |
DG | 150 | 150 | 150 | 150 | 150 | 150 | |
TH | 150 | 150 | 150 | 150 | 150 | 150 | |
LG | 150 | 150 | 150 | 150 | 150 | 150 | |
N | |||||||
SL | 150 | 150 | 150 | 150 | 150 | 150 | |
QC | 150 | 150 | 150 | 150 | 150 | 150 | |
BB | 150 | 150 | 150 | 150 | 150 | 150 |
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Variables Entered/Removeda
Variables Entered | Variables Removed | Method | |
1 | BB, QC, LG, SL, THb | . | Enter |
a. Dependent Variable: DG
b. All requested variables entered.
2. Phân tích hồi quy bội
Model Summaryb
R | R Square | Adjusted R Square | Std. Error of the Estimate | Durbin- Watson | |
1 | .730a | .533 | .516 | .35210 | 1.634 |
a. Predictors: (Constant), BB, QC, LG, SL, TH
b. Dependent Variable: DG
3. Kiểm định độ phù hợp cả mô hình
ANOVAa
Sum of Squares | df | Mean Square | F | Sig. | ||
Regression | 20.351 | 5 | 4.070 | 32.832 | .000b | |
1 | Residual | 17.852 | 144 | .124 | ||
Total | 38.204 | 149 |
a. Dependent Variable: DG
b. Predictors: (Constant), BB, QC, LG, SL, TH
4. Kết quả phân tích hồi quy
Coefficientsa
Unstandardized Coefficients | Standar dized Coeffic ients | t | Sig. | 95.0% Confidence Interval for B | Collinearity Statistics | |||||
B | Std. Error | Beta | Lower Bound | Upper Bound | Toler ance | VIF | ||||
(Cons tant) | .923 | .248 | 3.71 8 | .000 | .432 | 1.413 | ||||
TH | .183 | .047 | .263 | 3.86 6 | .000 | .090 | .277 | .699 | 1.43 1 | |
LG | .100 | .046 | .139 | 2.16 6 | .032 | .009 | .191 | .790 | 1.26 6 | |
1 | ||||||||||
SL | .193 | .050 | .257 | 3.87 8 | .000 | .095 | .291 | .740 | 1.35 1 | |
QC | .154 | .041 | .234 | 3.75 7 | .000 | .073 | .235 | .834 | 1.19 9 | |
BB | .141 | .047 | .187 | 3.01 7 | .003 | .048 | .233 | .843 | 1.18 6 |
a. Dependent Variable: DG
5. Kiểm định hiện tượng đa cộng tuyến
Total Variance Explained
Initial | Eigenvalues | Extraction Sums of Squared Loadings | ||||
Total | % of Variance | Cumulative % | Total | % of Variance | Cumulative % | |
1 | 4.071 | 67.857 | 67.857 | 4.071 | 67.857 | 67.857 |
2 | .715 | 11.913 | 79.770 | |||
3 | .513 | 8.543 | 88.313 | |||
4 | .423 | 7.046 | 95.359 | |||
5 | .145 | 2.415 | 97.774 | |||
6 | .134 | 2.226 | 100.000 |
Extraction Method: Principal Component Analysis.
Component Matrixa
Compone nt | |
1 | |
DG6 | .877 |
DG5 | .839 |
DG4 | .822 |
DG2 | .810 |
DG1 | .802 |
DG3 | .790 |
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
Phụ lục 5: Kiểm định One Sample T- Test
1 .Tên thương hiệu
7. One-Sample Statistics
N | Mean | Std. Deviation | Std. Error Mean | |
TH1 | 150 | 3.9933 | .89365 | .07297 |
TH2 | 150 | 3.9533 | .88490 | .07225 |
TH3 | 150 | 3.9333 | .87214 | .07121 |
TH4 | 150 | 4.0267 | .81056 | .06618 |
TH5 | 150 | 4.1067 | .91334 | .07457 |
One-Sample Test
Test Value = 4 | ||||||
t | df | Sig. (2- tailed) | Mean Difference | 95% Confidence Interval of the Difference | ||
Lower | Upper | |||||
TH1 | -.091 | 149 | .927 | -.00667 | -.1508 | .1375 |
TH2 | -.646 | 149 | .519 | -.04667 | -.1894 | .0961 |
TH3 | -.936 | 149 | .351 | -.06667 | -.2074 | .0740 |
TH4 | .403 | 149 | .688 | .02667 | -.1041 | .1574 |
TH5 | 1.430 | 149 | .155 | .10667 | -.0407 | .2540 |
2.Logo
One-Sample Statistics
N | Mean | Std. Deviation | Std. Error Mean | |
LG1 | 150 | 4.0333 | .83076 | .06783 |
LG2 | 150 | 3.9867 | .86689 | .07078 |
LG3 | 150 | 4.0067 | .79001 | .06450 |
LG4 | 150 | 3.9400 | .77918 | .06362 |
One-Sample Test
Test Value = 4 | ||||||
t | df | Sig. (2- tailed) | Mean Difference | 95% Confidence Interval of the Difference | ||
Lower | Upper | |||||
LG1 | .491 | 149 | .624 | .03333 | -.1007 | .1674 |
LG2 | -.188 | 149 | .851 | -.01333 | -.1532 | .1265 |
LG3 | .103 | 149 | .918 | .00667 | -.1208 | .1341 |
LG4 | -.943 | 149 | .347 | -.06000 | -.1857 | .0657 |
3.Slogan
One-Sample Statistics
N | Mean | Std. Deviation | Std. Error Mean | |
SL1 | 150 | 4.3333 | .80824 | .06599 |
SL2 | 150 | 3.8733 | .75349 | .06152 |
SL3 | 150 | 3.5933 | .86774 | .07085 |
SL4 | 150 | 4.0200 | .77260 | .06308 |
One-Sample Test
Test Value = 4 | ||||||
t | df | Sig. (2- tailed) | Mean Difference | 95% Confidence Interval of the Difference | ||
Lower | Upper | |||||
SL1 | 5.051 | 149 | .000 | .33333 | .2029 | .4637 |
SL2 | -2.059 | 149 | .041 | -.12667 | -.2482 | -.0051 |
SL3 | -5.740 | 149 | .000 | -.40667 | -.5467 | -.2667 |
SL4 | .317 | 149 | .752 | .02000 | -.1047 | .1447 |