Factors affect the intention to use skin care services at spas of young customers in hanoi

VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL GRADUATION PROJECT PROJECT NAME FACTORS AFFECT THE INTENTION TO USE SKIN CARE SERVICES AT SPAS OF YOUNG CUSTOMERS IN HANOI Stu

VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

GRADUATION PROJECT

PROJECT NAME

FACTORS AFFECT THE INTENTION TO USE SKIN CARE SERVICES

AT SPAS OF YOUNG CUSTOMERS IN HANOI

Student’s name

VU THI PHUONG THAO

Hanoi - Year 2020

VIETNAM NATIONAL UNIVERSITY, HANOI

INTERNATIONAL SCHOOL

GRADUATION PROJECT

PROJECT NAME

FACTORS AFFECT THE INTENTION TO USE SKIN CARE

SERVICES AT SPAS OF YOUNG CUSTOMERS IN HANOI

SUPERVISOR : Ph.D Ho Nguyen Nhu Y

STUDENT : Vu Thi Phuong Thao

STUDENT ID : 16071112 COHORT : QH-2016-Q

MAJOR : International Business

Hanoi - Year 2020

LETTER OF DECLARATION

I hereby declare that the Graduation Project “Factors affect the intention to use skin care service at spas of young customers in Hanoi” is the results of my own research and has never been published in any work of others During the implementation process of this project, I have seriously taken research ethics; all findings of this projects are results of my own research and surveys; all references

in this project are clearly cited according to regulations

I take full responsibility for the fidelity of the number and data and other contents of my graduation project

Hanoi, 27 th May, 2020

Thao

Vu Thi Phuong Thao

ACKNOWLEDGEMENT

Graduation Project is very important for every students before graduation During the research of the project “Factors affect the intention to use skin care services at spas of young customers in Hanoi”, I received a lot of help from the school and teachers

First of all, I would like to thank International School – Vietnam National University for helping me to implement this graduation project I would like to thank the teachers in the shool who have participated in the management, teaching and helping me throughout the research process

I would like to express my sincere thanks to Ph.D Ho Nguyen Nhu Y who directly guided and helped me with the knowledge, materials and research methods so that I could complete this graduation project

Because time and my knowledge are limited, there are still have many shortcomings, I hope my topic can meet the requirement

Hanoi, 27th May, 2020

Student

Vu Thi Phuong Thao

TABLE OF CONTENT

LIST OF TABLE 5

LIST OF FIGURE 6

ABSTRACT 7

CHAPTER I: INTRODUCTION 8

1.1 Spas 8

1.2 Problem background 9

1.3 Research Objectives 10

1.4 Subject and scope 11

1.5 Research structure 11

CHAPTER 2: LITERATURE REVIEW 12

2.1 Previous Researchs about Spa Services 12

2.2 Theory of Planned Behavior 13

2.3 Theory of Planned Behavioral components 15

2.3.1 Attitude 15

2.3.2 Subjective norms 15

2.3.3 Perceived Behavioral Control 16

2.3.4 Convenience 17

2.3.5 Price concern 17

2.4 Proposed Research Model 18

CHAPTER 3: RESEARCH METHODOLOGY 19

3.1 Research process 19

3.2 Sampling and data collection 20

3.3 Designing questionnaire 21

3.4 Analyzing Data Plan 25

3.4.1 Reliability Analysis by Cronbach’s Alpha 25

3.4.2 Exploratory Factor Analysis – EFA 26

3.4.3 Regression Analysis 28

3.5 T-Test analysis 30

CHAPTER 4: DATA PRESENTATION AND FINDINGS 31

4.1 Data Description 31

4.1.1 Gender 32

4.1.2 Age Distribution 33

4.1.3 The level of spending on skin care each month 34

4.1.4 Skin problem 35

4.2 Reliability Analysis 35

4.2.1 Reliability of Attitude – AT scale 36

4.2.2 Reliability of Subjective Norms – SN scale 36

4.2.3 Reliability of Perceived Behavioral Control- PBC 37

4.2.4 Reliability of Convenience- C scale 37

4.2.5 Reliability of Price Concern – PC scale 38

4.2.6 Reliability of Intention to Purchase- IP scale 38

4.3 Exploratory Factor Analysis (EFA) 39

4.4 Regression Analysis 41

4 5 Hypothesis Tested results 45

CHAPTER 5: CONCLUSION 47

5.1 Conclusion 47

5.2 Finding and Recommendation 47

5.3 Limitation and Future Research Direction 48

REFERENCE 50

APPENDIX 1: BẢNG HỎI 58

APPENDIX 2: Questionnaire 63

LIST OF TABLE

Table 3.1 Measuring items for questionnaire 21

Table 3.2 Likert scale of agreement extent 24

Table 3.3 Guidelines for Identifying Significant Factor Loading based on Sample Size 27

Table 4.1 Descriptive Statistic 31

Table 4.2 Gender 32

Table 4.3 T- Test between Gender and Intention to Use Spa Services 32

Table 4.4 Age Distribution 33

Table 4.5 T- Test between Age and Intention to Use Spa Services 33

Table 4.6 Monthly Spending Level 34

Table 4.7 T- Test between Spending level and Intention to Use Spa Services 34 Table 4.8 T- Test between Skin problem and Intention to Use Spa Services 35

Table 4.9 Reliability statistics of AT scale 36

Table 4.10 Reliability statistics of SN scale 36

Table 4.11 Reliability statistics of SN scale 37

Table 4.12 Reliability statistics of C scale 37

Table 4.13 Reliability statistics of PC scale 38

Table 4.14 Reliability statistics of IP scale 38

Table 4.15 KMO and Bartlett’s Test of Dependent Variables 39

Table 4.16 KMO and Bartlett’s Test of Independent Variables 39

Table 4.17 Rotated Component Matrix of Independent Variables 40

Table 4.18 Pearson Correlation Statistic 42

Table 4.19 Collinearity Statistics 43

Table 4.20 Regression Analysis Summary 43

Table 4.21 Hypothesis Tested Results 45

LIST OF FIGURE

Figure 2.1 Research Model 18 Figure 3.1 Research process 19

ABSTRACT

The research on factors affect the intention to use skin care services at spas in

Hanoi was conducted based on the Theory of Planned Behavioral The study’s objectives to give spa owners an overview of factors affecting customers’ ability to use skincare services, thereby finding a scientific basis to attract customers who intend to experience skincare services or continue to return to use spa treatments The questionnaires are sent directly to the subjects through Internet The survey participants are young people, including male and female who under 30 years old, concentrated in the urban districts of Hanoi After more than 1 month of collecting, there were 300 valid surveys is included in the analysis The results of regression analysis show that all five independent factors (Attitude, Subjective Norms, Perceived Behavioral Control, Convenience and Price Concern) have the same directional effects on the dependent factor (Intention to Purchase) In particular, the Price Concern factor has the strongest influence on customers’ intention to use skin care services at spas Therefore, the research also offers some recommendations for spa owners such as increasing advertising on social networking sites as TV, Facebook, Instagram…or having discount programs to attract more new customers

CHAPTER I: INTRODUCTION

1.1 Spas

The word spa is derived from the Latin phrase which means healthy through water: sanus per aquam (Puczkó & Bachvarov, 2006; Spafinder, n.d.) A spa is a business offering water-based treatments practiced by qualified personnel in a professional, relaxing and healing environment (Intelligent Spas, 2009, p 8); it is devoted to improving the overall well-being of individuals through a variety of personal services that encourage the renewal of mind, body, and spirit (International Spa Association [ISPA], n.d.)

Spa has many types, a selection of definitions and categorizations are listed below Since the modern concept of spas was established in the USA one of the most comprehensive categorization comes from the International Spa Association (ISPA) (www.experienceispa.com/ISPA) (and the Spafinder Magazine): Club Spa, Day Spa, Spa Hotel, Holistic Spa, Medical Spa, Bath, Resort Spa, Sport Spa and Structured Spa

While all of these different categories of spas vary in terms of organizational structure, the services they offer, the equipment they have on hand and the design and layout of facilities, all aim to provide a measure of therapeutic relief from the physical and emotional stresses induced by modern life, and by so doing remain true

to their classical roots It is little wonder, therefore, that so many spas devote so much attention to detail in terms of the aesthetically pleasing and soothing ambience created within their respectively designed environments, environments that appeal to each of the four senses (Thaiways, 2007) in ways that relax, relieve and restore Spas sell experiences (Wuttke & Cohen, 2008, p 209) The spa experience is not just bound within the physical service location; spa-goers engage in a mental process

which shapes their feelings and attitude toward the spa experience (Sundbo & Darmer, 2008) People visit spas because they want to feel better, to rest and relax,

to indulge a little, and to enjoy being pampered (Monteson & Singer, 2004)

1.2 Problem background

SPA industry is one of the smokeless industries that bring benefits to many countries around the world (Mai Han, 2018) According to a report by the Global Wellness Institute, the global healthcare industry grew by 12.8% during 2015-2017, from $3.700 billion to the market $4.200 billion (Anh, 2019) SPA services which is water procedures employed in services supply for the reason that a customer will feel himself healthy and well (D 2013) The global skin care market is worth nearly $ 135 billion in 2018, which is an increase of nearly 60% in the past ten years Skin care accounts for 60% of total profits in the beauty industry (Bui) In Vietnam, in recent years, salons and spas have been rising and beauty awareness has increased, especially among young and middle-aged people, who have good average incomes (Bui) There are many reasons why customers are increasingly interested in skin care services at spas Firstly, the perception of customers, especially Vietnamese people about the spa is gradually being changed From thinking that go to a skincare spa is luxurious, upscale and only for the rich, customers now consider going to the spa to beauty, relax and regain energy after stressful working hours weekly or monthly (Anh, 2017) Secondly, as the economy is growing and the flow of people to the big cities seeking jobs is increasing, more and more emissions from factories, industrial parks and transportations have caused serious air pollution Hanoi and Ho Chi Minh City are consistently ranked in the top most polluted cities in the world with the AQI index ranging from 158 to 221 - the level of pollution harmful to human health (Ha, 2020) The polluted environment makes most people here have problems with their

skin such as acne, melasma, allergies That is why they often have to go to spas, beauty centers, beauty salons to solve the problems Finally, young people today are very interested in their appearance so they often use skincare services at spas because

it helps them feel more confident, more attractive, so that they have more chances to succeed in life Due to the increasing demand for beauty of the people, hundreds of spas and beauty salons sprout up every year across the country Moreover, according

to research conducted by the Small Business Administration and the US Chamber of Commerce, the cost of getting a new customer took Spas 5-7 times expenses which

is more than maintaining an existing customer (Nguyen 2018) So what do spas need

to do to ensure the number of customers come to the spa after the disease outbreak and attract more new customers? To address this issue, the topic "Factors affect the intention to use skin care services at spas of young customers in Hanoi" was created

to provide an overview of the factors that bring customers to spas and the development of this service industry in the future

1.3 Research Objectives

The study was conducted to give spa owners an overview of factors affecting customers’ ability to use skincare services, thereby finding a scientific basis to attract customers who intend to experience skincare services or continue to return to use spa treatments Therefore, the research objectives set out include:

- Applied the methodology to analyze customers’ intention to purchase

- Analyze the impact level of some factors on the clients’ intentions to use skincare services at spas

- Proposing some measures to enhance the intention to use skincare services at spas in Hanoi

1.4 Subject and scope

The research subjects are young customers include both male and female who are under the age of 30 and have used skincare services at spas in the past 12 months The research scope is limited in Hanoi city, focusing mainly on urban districts in the city

1.5 Research structure

The thesis is divided into five chapters as following:

- Chapter 1: Introduction – This chapter introduces about problem background, research objectives, subject and scope of the thesis

- Chapter 2: Literature Review – This chapter summarizes the findings of the previous studies about spa, spa services and explains the theory used in the research and also explains the hypotheses

- Chapter 3: Research Methodology – This chapter mentions the methodology used to do the research, design the questionnaire survey and describe how to collect the data

- Chapter 4: Results – This chapter provides description of collect the data, analyzes results by using SPSS software and tests proposed hypothesis

- Chapter 5: Conclusion – This chapter is about the answer of research questions, recommendations for future research and limitation of the thesis

CHAPTER 2: LITERATURE REVIEW

2.1 Previous Researchs about Spa Services

Sh E Spivack (1998) resumes that health spa services are services that’s rapid growing is very visible Spa services usually relates to vacation of customer, leisure time This author analyses health spa as one of sport tourism services sector that enables to diversify an activity of tourism A country that could provide spa tourism could diversify from others; a new value for a region is added Spa tourism development may have many beneficial consequences, both economic and environmental Thus, Sh E Spivack (1998) is ready to name spa as health spa tourism service

J C Henderson (2003) spa service refers as one of healthcare tourism service To the same class of healthcare tourism services a medical tourism, alternative therapies are attached As Sh E Spivack (1998), J C Henderson (2003) identifies great challenges for a region that is able to promote healthcare tourism, and particularly spa tourism

Other authors, as H Müller, E L Kaufmann (2000) are inclined to believe that spa services are a one of branches of wellness tourism A term wellness is widely used in Swiss tourism, accordingly to them Authors state, that wellness services industry identified as one of the most important factors for increasing competitiveness of all the country Paying attention to spa as one of wellness tourism branches is one of the general tasks of managers not only for enterprise, but also for state policy M Fontanai, A Kern (2003) spa tourism and health tourism are ready

to distinct, although they approve that these services are related between themselves and a lot of similarities are noticeable

J Woolf (2008) notices that healthiness and sport supplier is competitive in case

if he support services augment, the value of core service’s, provide points of differentiation and in such way creates competitive advantages before competitors Grounding on this opinion, spa service is a service covering a core services and various supported services provided J Woolf (2008) studies represent that customers wants supporting services and distinct bundles of supporting services could be identified One of customers wants to relax, in this case a bundle of services covering relaxing points will be provided: bar, chairs long in heating zone, etc Other customer wants a distinct bundle of supporting services, for example, training samples, trainers, consultants because of healthiness program Thus, spa services could be various and dynamic

Lithuanian authors N Langvinienė, J Sekliuckienė (2008) also refers that spa services are services which are grounded on improvement a health of the customer Tourists from other countries are attracted to a country by regions where spa centres are located New, modern spa centres are able to attract people both for medical or relaxing purposes Scientific research paper (Sveikatingumo ir poilsio kompleksų poreikio ir plėtros Lietuvoje studija, 2007) made on the order of Lithuanian Economic Ministry refers, that spa services in all the Europe refers more to treatment and health, to procedures using water as the main element of spa; while in US spa is approached to health state of lifestyle Countries with natural mineral water resources are able to provide distinctive spa services and attract visitors not only from the local region

2.2 Theory of Planned Behavior

The Theory of Planned Behavior (Ajzen, 1985, 1988, 1991) suggests the central

determinant of behavior is one’s intention to perform the particular behavior (Connor

& Sparks, 1996) It seeks to predict individual intentions, based on a combination of

three influencing factors; the individual’s attitude, subjective norm, and perceived behavioral control The model suggests the person with a strong intention to perform

the behavior is likely to have a strong belief that the behavior can bring about desired consequences (attitude), will have people important to them who approve of the behavior and a strong desire to comply with their opinion (subjective norm) and will have perceived resources (perceived control) to perform the behavior The relative importance of these three determinants is expected to vary across situations and behaviors, such that sometimes one component may be the most important predictor

of intentions, or a combination of the components, or all three contribute independently to the prediction of intentions (Ajzen, 1991)

On the other hand, the TPB is perhaps the most influential theory in the prediction

of social and health behaviors (Rivis et al, 2019) The TPB has been successfully applied to behavior (Chen, 2016; Han et al., 2010; Kim et al., 2013; Yadav and Pathak, 2016) Within the TPB model, the subjective norm, perceived behavioral control (Ajzen, 1985), and attitude affect intention Furthermore, attitude toward the behavior is the degree to which a person has a favorable or unfavorable evaluation

or appraisal of the behavior in question; subjective norm means the perceived social pressure to perform or not to perform the behavior; and the perceived behavioral control means the perceived ease or difficulty of performing the behavior (Ajzen, 1991) Numerous previous studies have adopted the TPB model to explore consumers’ behavioral intentions (Casidy et al., 2016; Chen, 2016; Chin et al., 2016; Paul et al., 2016, 2015) For example, Han et al (2010) used the TPB model to describe the formation of hotel customers’ intentions to visit a green hotel Furthermore, previous studies (e.g., Kim et al., 2013; Moser, 2016; Nguyen et al., 2016; Paul et al., 2016) adopted the TPB model to examine the relationship between

the constructs and consumers’ acceptance of ecological behavior In addition, the TPB model is applied to covering environmental concerns and perceived moral obligations, to investigate consumers’ intentions to visit green hotels (Chen & Tung, 2014) Moreover, the TPB model is better able to predict purchase intention than the theory of a reasoned action model (TRA) (Han et al, 2010) Accordingly, this study also uses the TPB model to measure consumers’ purchase intention of using skin care services at spas

2.3 Theory of Planned Behavioral components

2.3.1 Attitude

Attitude described as a psychological tendency that is expressed by evaluating particular entity with some degree of favor or disfavor (Eagly, et al., 1993) Beside, attitude refers to an individual’s favorable or unfavorable appraisal of performance

of concerned behavior (Ajzen, 1991) The previous study found that those who has positive attitudes will have positive purchase intention (Nguyen, et al (2016), Mostafa (2006), Han, et al (2010), etc.) Other study on clothing rental finds that the more positive attitude, the stronger the intention to engage in renting clothes (Becker, 2018) Moreover an individual’s positive attitude toward a certain behavior will strengthen his/ her intention to perform the behavior (Ajzen, 1991) The first predictor of intention is the attitude (AT) This refers to the degree to which somebody has a favorable or unfavorable appraisal of the given behavior Therefore, the hypothesis is proposed as following:

H1: Attitude has a positive relationship with intention to purchase

2.3.2 Subjective norms

Subjective norms (social norms) are the second determinant of behavioral intention in the model of Theory of Planned Behavior The second predictor is Subjective norms is defined as the perceived social pressure to perform or not

perform a behavior (Ajzen, 1991) Along with the attitude, subjective norms is an important factor leading to the consumption motivation as the intention of behavior The previous study shows that subjective norms deals with the perception of the influence of the social environment on intentions and behavior (Ajzen & Fishbein, 1980) Beside, subjective norms have a significant and positive relationship with green skin care products purchase intention (Hsu, 2017) Moreover, subjective norms

is one of the factors that influence on the visiting intention of green hotel (Han et al., 2010) and subjective norms are the strongest predictor of behavioral intention when choosing an eco-friendly restaurant (Kim, 2013) Therefore, the second predictor of intention to purchase is subjective norms Hence, the second proposed research hypothesis is:

H2: Subjective norms has a relationship with intention to purchase

2.3.3 Perceived Behavioral Control

Perceived behavioral control can account for considerable variance in behavioral intentions and actions Perceived behavioral control can be further divided into two components: perceived self-efficacy, which refers to ease or difficulty of performing the behavior, and perceived controllability, which refers to the extent to which performance is up to the actor (Ajzen, 2002) If an individual has limited control of

a given behavior, the investigator should examine not only intention, but also the perceived control of the individual over this behavior (Ajzen, 1985, 1988) Perceived behavioral control can influence intention, as attitude and subjective norm; it can also predict behavior directly, in parallel with the potential influence of intention, in situations where behavior is not under the total control of the individual The previous studies have been indicated that perceived behavioral control had a significant positive relationship on behavioral intention such as green skin care products (Hsu, et al., 2017) Hence, the study proposes the following hypothesis:

H3: Perceived behavioral control has a relationship with intention to purchase 2.3.4 Convenience

Convenience can be considered an important determining factor for intention to purchase Convenience is the ability to reduce consumers’ non-monetary costs (i.e., time, energy and effort) when purchasing or using goods and services (Berry et al., 2002; Farquhar and Rowley, 2009; Seiders et al., 2007) Some firms position themselves as convenience-focused and use this benefit as a source of competitive advantage (Seiders et al., 2000) Therefore, this study postulates the following hypothesis:

H4: Convenience has a relationship with purchase intention

2.3.5 Price concern

Price is relevant to all purchase intention and is one of the most important marketplace cues (Lichtenstein et al.,1993) It can be defined as the consumer’s perceptual representation or subjective perception of the objective price of the product (Jacoby & Olson, 1977) Ziethaml (1982) proposed that consumers encode and interpret actual price in ways that are meaningful to them Lichtenstein et al (1993) measured low price search as an activity that occurs prior to shopping, in their view this behavior is similar to the perceived benefits of search or search intention construct (a postexposure behavior) used in reference price process models The effect of price concern on intention behavior has explored in many prior studies Regarding the intention to purchase suboptimal food, the author found that price consciousness in most countries does not have a direct effect on the intention (Tsalis, 2020) Another research related to clothing rental also give the same result (Becker-Leifhold, 2018) However, the study focuses on the surveyed people who are young Vietnamese Based on the culture, they have high concern about price of products Therefore, the study proposes the following hypothesis:

H5: Price concern has a relationship with intention to purchase

2.4 Proposed Research Model

Figure 2.1 Research Model

Attitude

Subjective Norms

Perceived Behavioral Control

Convenience

Price Concern

Intention to Use Services

CHAPTER 3: RESEARCH METHODOLOGY 3.1 Research process

This research was conducted by the following steps as the figure below:

Figure 3.1 Research process

Import data and run it by

SPSS 20 software

Advise with the

supervisors for the final

questionnaire

Develop the questionnaire

Identify the research

sample and measurement

Summarize the related research and literature and then come up

with the research

Hand out the questionnaire and

collect the data Proposed questionnaire

Measurements in consumer’ purchase intention and associated

3.2 Sampling and data collection

In this study, I used quantitative research method to collect information from existing and potential customers using sampling methods and sending out online surveys, questionnaires, etc., the results of which can be depicted in the form of numerical

I collected the primary data for analyzing and giving the results

Sample Size

The minimum of sample size is at least five times as many observations as the number of items in questionnaire to be analyzed (Hair, et al., 2014) Therefore, with the number of variables is 22 in total, the minimum sample size for the study was calculated as follows:

22 * 5 = 110 (with N = 22) Due to the limited time, the total number of samples collected in the study was

300 people doing the questionnaire

Primary Data Collection

Primary quantitative research is the most widely used method of conducting market research The distinct feature of primary research is that the researcher focuses on collecting data directly rather than depending on data collected from previously done research In this study, the primary data was taken to study the factors affecting the young customers’ intention to use skin care services at spas in Hanoi Data is collected in the two following ways:

- 250 questionnaires were distributed online by Google form

- 50 printed questionnaires were distributed to students in VNU- IS

Sampling Method

For online surveys, the respondents are randomly selected between the ages of 18 and 30 years old with differences in gender, skin type and amount of money that they used for skin care each month

For hand- out surveys, the respondents are students in Vietnam National University- International School

3.3 Designing questionnaire

The questionnaire is designed simply to help implementers easily understand the meaning Moreover, the questionnaire is designed into two types: English version and Vietnamese version for Vietnamese respondents The questions are used in the questionnaire are modified based on the similar one from previous studies

The questionnaire in this study is divided into two sections:

The first section include the introduction and four demographic information questions

The second section has 6 constructs including: Attitude, Subjective Norms, Perceived Behavioral Control, Convenience, Price Concern and Intention to Purchase The 6 constructs consist 22 measuring items which are listed in the table below:

Table 3.1 Measuring items for questionnaire

ATTITUDE

1 AT1.1 I want to experience the modern

technologies in skin care

Gleim et al., 2013

2 AT1.2 I always focus on daily skin care Chaudhary, Bisai,

2018

3 AT1.3 I believe that going to the spa regularly will

help me have the more beautiful skin

Gleim et al., 2013

4 AT1.4

4 I believe that the knowledge of the spa staff will help me with my skin care and choose the suitable skin care products

Gleim et al., 2013

SUBJECTIVE NORMS

1 SN1.1

I believe in the advertisements/

recommendations/ reviews about spas’ skin care services on beauty societies/ beauty groups/ social networking sites that I know

Han, 2010

2 SN1.2 After each skin care routine, my friends feel

that their skins have improved markedly

Han, 2010

3 SN1.3

Most people around me (relatives, friends, colleagues,…) recommend that I should use the skin care services at spas

Han, 2010

4 SN1.4 Most celebrities that I know go to the spas

regularly for beautiful skin

Han, 2010

PERCEIVED BEHAVIORAL CONTROL

1 PBC1.1

I myself have spent time to learn and consider before using skin care services at spas

Han, 2010

3 PBC1.3 I love the feeling of being cherished by my

skin when using skin care services at spas

Han, 2010

CONVENIENCE

1 C1.1

The spa is convenient for my travel (near

my home, near the university, near the workplace,…)

Parasurama et al.,

1988

2 C1.2 I can easily book and get an appointment

for a spa to suit my time

Parasurama et al.,

1988

3 C1.3 The spa has a variety of service packages

for me to choose and use

Parasurama et al.,

1988

4 C1.4 I can choose an employee who does skin

care services if I want

Parasurama et al.,

1988

PRICE CONCERN

1 PC1.1 The price list of spas’ skin care services is

suitable for my income

Gleim et al., 2013

2 PC1.2

The price of the service is commensurate with the quality and efficiency that I received

Gleim et al., 2013

3 PC1.3 Spa services are cheaper than other spas

that have the same services and quality

Gleim et al., 2013

INTENTION TO USE SERVICES

1 IP2.1 I will use the skin care services at spas

because of the effect that they bring

Hsu, 2017

4 IP2.4 I will go to the spas with my friends or

relatives weekly to relax

Chaudhary, Bisai,

2018

Each item will be assessed on the following five- point Likert scale:

Table 3.2 Likert scale of agreement extent

Strongly disagree Strongly agree

3.4 Analyzing Data Plan

3.4.1 Reliability Analysis by Cronbach’s Alpha

Cronbach’s Alpha scale reliability testing is a necessary tool when analyzing data

on SPSS software This tool helps to check whether the observed variables of the parent factor are reliable or not This test reflects the degree of close correlation between observed variables in the same factor It indicates in the observed variables

of a factor, which variables contributed to the measurement of the concept of factors, which were not The good Cronbach’s Alpha result shows that the observed variables

we listed are very good, showing the characteristics of the parent factor, we have a good scale for that factor The Cronbach’s coefficient has a variable value ranges from 0 to 1 In theory, the higher this coefficient is, the better (a highly reliable scale) However, this is not entirely true The Cronbach’s Alpha coefficient is too large (about 0.9 or higher) to show that the variables do not differ much, this phenomenon

is called duplication in the scale

According to George et al (1999), the values of Alpha are evaluated as follows:

Based on the above information, the research conducted to assess the scale based

on the following criteria:

- Remove the observed variables with variable-total correlation coefficient less than 0.3 (these are the variables that do not contribute much to the tissue description

of the concept to be measured and many previous studies have used this criterion)

- Choose a scale with Alpha reliability greater than 0.6 (the concepts in this study are relatively new to the research subjects responding)

3.4.2 Exploratory Factor Analysis – EFA

Exploratory factor analysis (EFA) is used to shorten a set of non-observable

variables into a set of F (with F <k) more significant factors In research, we usually collect a large number of variables and many of the observed variables are correlated with each other Therefore, EFA analysis helps the researchers save time

The criteria in the EFA analysis:

KMO coefficient (Kaiser-Meyer-Olkin): The indicator used to consider the

appropriateness of factor analysis The value of KMO must reach a value of 0.5 or more (0.5 ≤ KMO ≤ 1) That is a sufficient condition for factor analysis to be appropriate If the value is less than 0.5, the factor analysis may not be appropriate for the study data set

Bartlett's test of sphericity is used to see if observed variables are correlated with

each other The necessary condition to apply factor analysis is that the observed variables that reflect different aspects of the same factor must be correlated with each other This point relates to the value of convergence in the EFA analysis mentioned above Therefore, if testing shows no statistical significance, factor analysis should not be applied to the variables under consideration The Bartlett test is statistically significant (sig Bartlett test < 0.05), proving that the observed variables are correlated with each other in the factor

Total Variance Explained ≥ 50% indicating the model EFA is suitable

Considered variable is 100%, the value of this expression factors extracted condensed is how much % and is loss how much % of the variation observed

- Factor Loading: indicates the relationship between the observed variable and

the factor The higher the factor load factor, the greater the correlation between the observed variable and the factor and vice versa

According to Hair & ctg (2009, 116), Multivariate Data Analysis, 7th Edition, the using of loading factor can be considered as following:

- Factor loading ≥ 0.3: The minimum condition for observable variables is retained

- Factor loading ≥ 0.5: Observed variables have good statistical significance

- Factor loading ≥ 0.7: Observed variables have very good statistical significance However, the standard value of the Factor Loading needs to depend on the sample size For each sample size range, the weight of factors for observed variables with statistical significance is completely different Specifically listed in the table below:

Table 3.3 Guidelines for Identifying Significant Factor Loading based on Sample Size

Factor Loading Sample Size

The linear regression analysis step for quantitative research is extremely important It helps identify in the research model, which factors contribute or not to the change of the dependent variable From that results, researchers can easily come

up with appropriate solutions to their topic

The regression model used in this study as following:

Y = β 0 + β 1 X 1 + β 2 X 2 + … + β X X k + ԑ

Where:

- Y: Scores on the Consumers’ Intention to use skin care services at spas

- X1, X2, …,, Xk: Scores on the constructs of TPB (Attitude, Subjective Norms, Perceived Behavioral Control, Convenience, Price Concern)

- β1, β2, …, βk: Regression co-efficient of independent variables

- β0: an intercept

- ԑ : error term

In the Coefficients table, researchers are often interested in indicators such as sig value tested, beta and VIF value

Sig value tested for each independent variable, sig is less than or equal to 0.05,

which means that the variable is significant in the model, whereas sig is greater than 0.05, that independent variable needs to be eliminated revoke

Beta normalized regression coefficient: The independent variable with the largest

Beta is the one that most affects the change of the dependent variable Therefore, when proposing solutions, you should focus more on factors with large Beta If the Beta coefficient is negative, that variable is negatively impacted, and the Beta coefficient is positive, that variable is positively affected When comparing the order

of magnitude, we consider the absolute value of the beta

VIF value (Variance inflation factor): This value is used to check for

multi-collinear phenomena According to the theory of many written documents, VIF < 10 will not have multi-collinear phenomena However, in fact, with research projects that have model questionnaire using Likert scale, VIF < 2 will not have multi-collinearity, in case this coefficient is greater than or equal to 2, there is a high possibility collinearity between independent variables

In the model summary table, Adjusted R square reflects the relevance of the

model This index reflects the degree of interpretation of the independent variables

to the dependent variable in the regression model The oscillation level of adjusted

R square is from 0 to 1 The more the index goes to 1, the more significant the model

is, the weaker the model will become when the index goes to 0

In the ANOVA table, the sig value of F test has the effect of testing the suitability

of the regression model If the value of sig smaller than 0.05, the linear regression model and the data set are suitable whereas if the sig value greater than 0.05, that model and the data set do not match

3.5 T-Test analysis

The meaning of testing the mean difference in the essay is to help us determine whether there is a mean difference in quantitative variables for different values of a qualitative variable

If the Levene's Test sig is less than 0.05, the variance between the sexes is different, we will use the T-Test sig value in Equal variances not assumed

- T-Test sig value < 0.05 we conclude: There is a statistically significant difference in the satisfaction level of respondents

- Sig value T-Test ≥ 0.05 we conclude: There is no statistically significant difference in satisfaction level of respondents

If the Levene's Test sig is greater than or equal to 0.05, the difference between the sexes is not different, we will use the T-Test sig value in Equal variances assumed

- T-Test sig value < 0.05 we conclude: There is a statistically significant difference in the satisfaction level of respondents

- Sig value T-Test ≥ 0.05 we conclude: There is no statistically significant difference in satisfaction level of respondents

CHAPTER 4: DATA PRESENTATION AND FINDINGS

4.1 Data Description

Table 4.1 Descriptive Statistic

1.146 1.185 1.178 1.097 1.164 1.057 1.090 1.175 1.015 1.097 1.127 1.040 1 068 1.074 1.075 1.085 1.054 1.088 1.251 1.184 1.199 1.284

From the table above, the sample size of all variables is 300, all variables have the minimum value of 1 and the maximum value of 5 The mean values of the variables range from 3 to 4 The standard deviation values are from 1.1 to 1.3

4.1.1 Gender

Table 4.2 Gender

Male Female

100

Table 4.2 and shows that of the total 300 respondents who answered the questionnaire, there were 94 males corresponding to 31.3% and 206 females correspond to 68.7% Therefore, we can see that women are more interested in skin care and pay more attention about skin care services at spas than men

Table 4.3 T- Test between Gender and Intention to Use Spa Services