Theory Of Planned Behavior (Tpb)

If customers buy products and services that they frequently buy, this process can be shortened by some steps.

- Phase 1: Need recognition

The buying process begins with the customer recognizing his needs, or in other words, the need arises, this stage is the most important stage in the process leading to the purchase decision. If there is no need, the purchase behavior cannot be performed. Needs can originate from external stimuli, and can originate from within the subject. When these stimuli affect to a certain extent, the subject will have behaviors to satisfy that need.

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- Phase 2: Information search

Information search is the next stage after customers have recognized their needs. Information sources can come from many different sources, usually with the following characteristics:

+ Personal information sources are collected from family, friends, acquaintances...

+ Commercial information sources are collected through advertising, sales staff, packaging or from marketing activities.

+ Public information sources collected from mass media

them, from organizations...

+ Information source from personal experience gained through contact, research or

product service experience

This information has the ability to influence consumers' purchasing decisions to a certain extent, depending on the characteristics of each type of product or service. Usually, consumers will seek internal sources of information first, such as their own experience, knowledge, and awareness obtained from many different sources. When internal sources of information are not sufficient to make a decision, consumers will seek additional external sources of information.

- Phase 3: Evaluate options

At this stage, buyers begin to review the information they have collected, thereby making assessments about different brands and products based on

on many attributes with the main purpose of choosing a product or service that can bring the benefits they are looking for. Consumers see each product as a set of attributes with the ability to bring the benefits they want to have and satisfy their needs at different levels. From there, they begin to intend to buy the products or services that they think are the best.

- Phase 4: Purchase Decision

After evaluating the optimal options in terms of benefits, consumers will decide to buy the product that is most highly valued. Typically, consumers will buy the brand that is most preferred. But there are two factors that can lead to the difference between purchase intention and purchase decision:

+ Attitude of others such as friends, family, colleagues.

+ Unexpected factors: economic downturn, substitute products, expected prices...

These two factors can change the decision to buy, or not to buy, or to buy another product that is not the best product that has been evaluated. Therefore, business people in general need to try to make the customer's decision time as short as possible. From there, they can avoid risks from unexpected factors that businesses cannot foresee.

- Stage 5: Post-purchase behavior

After purchasing a product, customers will quickly compare their expectations about the product with the actual benefits it brings. If the benefits that the product brings do not match the buyer's expectations, the buyer feels dissatisfied, which can lead to a negative attitude towards that product or service. And if the product brings benefits that satisfy those expectations, they will feel satisfied. This post-purchase behavior will lead to one of two opposite cases, either the buyer will continue to buy that product and speak well of it to others, or stop buying that product and may say bad things about the product. This shows that the customer's feelings after purchase are also a very important factor when many businesses only care about sales activities and forget about customer care activities.

1.1.3 Customer behavior research models

1.1.3.1 Theory of Planned Behavior (TPB)

The Theory of Planned Behavior TPB was developed by Ajzen (1985) by adding the element of perceived behavioral control to the TRA model. Behavioral tendencies are assumed to include motivational factors that influence behavior, and are defined as the level of effort that people put forth to perform that behavior (Ajzen, 1991).

Behavioral tendencies are a function of three factors. First, attitudes positively or negatively influence behavior. Second, social influence refers to social pressure on behavior. And finally, TPB theory adds the element of perceived behavioral control to the TRA model. The component of perceived behavioral control reflects the ease or difficulty of performing the behavior, which depends on the availability of resources and opportunities to perform the behavior. And according to Ajzen's point of view, this factor directly affects the tendency to perform the behavior, and if accurate in the perception of one's level of control, then perceived behavioral control also predicts behavior.

Trust and evaluation

Attitude

Normative beliefs and motivation

Standard

subjective

Trend

behavior

Behavior

really

Trust in control and ease of use

Awareness

control

behavior

Diagram 2: Theory of Planned Behavior (TPB)

(Source: Ajzen,1991)

1.1.3.2 Technology Acceptance Model (TAM)

Technology Acceptance Model (TAM) was developed

developed by Fred Davis (1989) and Richard Bagozzi (1992) based on the development of

TRA and TPB theories, this model goes deeper into explaining acceptance behavior.

consumer technology. There are five main variables:

- External variables (exogenous variables): These are variables that influence perceived usefulness (PU) and perceived ease of use (PEOU). Examples of external variables are training, opinions or different concepts in using technology.

- Perceived usefulness: users certainly perceive that using particular application technologies will increase their efficiency/productivity for a particular task.

- Perceived ease of use: is the level of ease that users expect when using a product.

use technology

- Attitude toward use: is a positive or negative feeling (estimated) about using a technology that is shaped by trust, usefulness, and ease of use.

- Intention to use: is the user's intention when using the technology. Intention

Use is closely related to usage.

The TAM model is considered as a typical model to be applied in studying the acceptance and use of a technology, including the Internet. “The goal of TAM is to provide an explanation of the general determinants of technology acceptance, which are capable of explaining user behavior across the types of end-user technologies and user communities.” (Davis et al.1989, p. 985). In addition, this model is also widely applied in studying other technology services such as: Internet banking, mobile, E-learning, E-commerce, Internet-related technologies...

Perceived usefulness

Side variable

outside

Attitude

Intended use

Real Use

Cognitive

easy to use

Figure 3: Technology Acceptance Model (Technology Acceptance Model –

TAM)

(Source: Fred Davis, 1989)

1.1.3.3 Theory of Reasoned Action model (TRA)

The Theory of Reasoned Action model (TRA) was developed in 1967 by Ajzen & Fishbein, and has been revised and expanded over time since the early 1970s. This model shows that consumer tendencies are the best predictor of consumer behavior. To study consumer tendencies more closely, the model considers two factors: attitudes and subjective norms of customers.

In the TRA model, attitude is measured by perceptions of product attributes. Consumers will pay attention to attributes that provide necessary benefits and have different levels of importance.

To better understand the buying tendency, we need to measure the subjective standard component that affects the consumer's buying tendency. Subjective standard can be measured directly from the side of people related to the consumer (such as family, acquaintances, friends, ...), what these people will think about the consumer's purchase intention, like or dislike, support or not support. This is a reflection of the formation of their subjective attitudes. The level of impact of subjective factors on the consumer's buying tendency depends on: (1) the level of support or opposition to the consumer's purchase, (2) the motivation to follow the wishes of the influencers.

Beliefs about product attributes

Attitude

Measuring beliefs about product attributes

Buying trends

Buying behavior

The drive to follow the wishes of influencers

Subjective standards

Belief that influencers will endorse me to buy the product

Diagram 4: Theory of Reasoned Action model (TRA)

(Source: Schiffman and Kanuk,1987)

1.1.4 Research model

1.1.4.1 Comment on related studies

- The topic "Research on factors affecting the intention to use MyTV television service of individual customers in Da Nang city" by Hoang Thi Ngoc Ha (2015) using the Unified Theory of Acceptance and Use of Technology (UTAUT). In which, some typical models such as TAM, TRA, TPB, motivation model - MM, social cognitive theory - SCT,... The author conducted the research based on the independent variables: Expected effort, Expected performance, Social influence and Facilitating conditions.

- Topic: "Research on factors affecting customers' decision to use IPTV Internet television service of FPT Telecom Company in Hue city" by author Vo Khanh Duong (2017): The topic has identified 4 key factors affecting customers' decision to use Internet television service in Hue city including: perception of price, perception of quality, attitude towards service and perceived usefulness. In which, the factor "perception of quality" is the factor with the greatest impact.

- Topic: "Research on factors affecting customers' trend of choosing smart furniture at ZIP Company Limited in Hue City" by author Trinh Cong Quoc (2019): The topic has pointed out the factors that determine customers' trend of choosing products: Attitude towards the product, subjective standards, product quality, perception of price. In which, the factor "subjective standards" is the factor that has the strongest influence on customers' trend of choosing.

- The topic: "Research on factors affecting the purchasing decisions of customers in Hue city for tempered glass products of Hong Duc Glass Construction Company Limited" by author Nguyen Thanh Hai (2020) has proven that the factors affecting the purchasing decisions are mainly: perception of quality, perception of price, perceived usefulness, service staff, brand and reference group. In which, the group of factors about "brand" is the group of factors that have the highest influence on customers' purchasing decisions.

1.1.4.2 Proposed research model

Based on Ajzen's (1991) theory of planned behavior and related research topics, as well as through practical contact with sales staff and customers at Thuan Phat Printing Joint Stock Company, we consider factors affecting customer behavior including: perception of quality, perception of price, staff, brand, subjective norm of usefulness. From there, we have the following proposed model:

Perception of quality

Price Perception

Useful Perception

Staff

Customer behavior when using printing services at Thuan Phat company

Trademark

Subjective standard

Diagram

5: Model

proposed research model

1.1.4.3 Research hypotheses

According to the model proposed in this study, there are 6 factors affecting customer behavior in Hue City towards printing services of Thuan Phat Printing Joint Stock Company, specifically as follows:

- Perception of quality : is the level at which users feel satisfied from their subjective assessment of the quality of a product or service. When service quality is improved, customers will tend to use that service more.

Hypothesis 1: The more positive a customer's perception of the quality of a product or service is, the higher the customer's purchasing behavior for that product or service will be and vice versa.

- Price perception : is the level at which users feel satisfied when spending a certain amount of money on a product or service. When the price of a service changes according to