TESTING THE RELIABILITY OF THE SCALE AND ASSESSING THE IMPACT OF SIGNAL QUALITY ON CONSUMER TRUST IN HEALTH SUPPLEMENTS IN CAN THO CITY IN 2023 - 2024

Tóm tắt

  Background: With the development of society, healthcare needs are increasing. In addition to maintaining a healthy lifestyle and regularly engaging in sports activities, people also prioritize consuming foods that support their health. This research enhances the understanding of the role of signal quality in building consumer trust, promoting the sustainable development of the health supplement industry, and guiding the strategic development of retail establishments. Objectives: (1) To assess the reliability of the signal quality scale regarding consumer trust in health supplements in Can Tho city in 2023-2024; (2) To analyze the impact of signal quality on consumer trust in health supplements in Can Tho city in 2023-2024. Materials and methods: This study employed a crosssectional descriptive design, utilizing both face-to-face interviews and online survey distribution via links and QR codes. Data were collected from 430 consumers aged 18 and above residing across all nine districts of Can Tho city during the period from 2023 to 2024. Results: The measurement scales demonstrated strong internal consistency, with Cronbach’s Alpha values exceeding 0.7 (precision = 0.789, dependability = 0.840, uniformity = 0.820, and trust in health supplements = 0.842). Exploratory Factor Analysis (EFA) confirmed the appropriateness of the measurement structure (KMO > 0.8, p<0.001), and over 65% of the total variance explained and all factor loadings above 0.5. Confirmatory Factor Analysis (CFA) validated both convergent and discriminant validity, with model fit indices meeting accepted thresholds. Structural Equation Modeling (SEM) revealed that signal quality has a positive and statistically significant effect on consumer trust in health supplements (p < 0.001). Conclusions: The findings suggest that retail establishments exhibiting higher levels of signal quality-defined by clarity, consistency, and reliability-tend to foster greater consumer trust. These results underscore the strategic importance of enhancing marketing signals and product communication to strengthen consumer confidence and support the sustainable development of both health supplement manufacturers and the broader health food sector.