UNIVERSITY–BUSINESS COOPERATION AS A QUALITY SIGNAL
Từ khóa:
credibility brand, perceived sacrifice, perceived quality, purchase intention, university–business cooperationTóm tắt
This study employed signaling theory for building and testing a conceptual model to explore the role of quality signal of unobservable quality products (including universitybusiness cooperation and credibility brand) and their impact on perceived sacrifice for increasing consumer’s purchase intention. The study surveyed two independent cases: Tra Vinh Viettel and Tra Vinh University, with 121 telecommunications service customers and 159 senior students interviewed, respectively, then the SmartPLS software was used for analyzing the data. The research results confirmed these cues to be the quality signals: Credibility brand negatively affects perceived sacrifice in case 1, but for case 2, this has no statistical significance; and university-business cooperation affects perceived sacrifice in both cases positively. The results encourage enterprises and universities to emphasize university-business cooperation and credibility brand appropriately to effectively exploit this quality signal and attract customers to consume
more products. The study was carried out in Tra Vinh Province of Vietnam with a non-probability sampling method and only implemented in the cases of Tra Vinh University and Viettel, so the reliability and popularity of the study is limited.
