ff -?
Cac nhan to anh hi/dng den hanh vi mua hang tri/c tuyen va vai tro cua bien tmng gian y djnh mua hang
PHAM MINH LUAN*
Tom tat
De xdc dinh cdc nhdn td dnh hudng den hdnh vi mua hang true tuyen va vai trd cua bien trung gian y dinh mua hdng, nghien ciiu dUa tren sdlieu khdo sdt 554 sinh vien ngdnh Qudn tri kinh doanh tai TrUdng Dai hoc Cdng nghiep ThUc phdm TP. Ho Chi Minh. Ket qud cho thdy, Lai ich cam nhan, Thdi do vd Y dinh mua hdng dnh hudng thuan chieu den hdnh vi mua hdng true tuyen. Md hinh ciing cho thdy, Ydinh mua hdng la bien trung gian dnh hudng cda nhdn toThdi do, Lai ich cdm nhdn den Hdnh vi mua hdng true tuyen. Tii do, nghien eiiu de xudt mot sdhdm y nhdm gia tang hdnh vi mua hdng true tuyen eiia sinh vien.
Tuf khoa: lai ieh earn nhan, y dinh mua hdng trUc tuyen, hdnh vi mua hdng trUc tuyen
Summary
To clarify determinants of online purchase behavior and the role of online purchase intention as a mediating factor, the research conducted a survey to 554 students pursueing faculty of Business administration at Ho Chi Minh City University of Food Industry. The output showed that Perceived usefulness. Attitude and Online purchase intention have a positive effect on online shopping behavior. Also, Online purchase intention is also mediator of effect of Attitude and Perceied usefulness on Online shopping behavior.
From those findings, some suggestions are proposed to boost online purchase intention of students.
Keywords: perceived usefulness, online purchase intention, online purchase behavior
GI61 THIEU C a s d LY THUYET vA MO HINH NGHIEN CLfU
^
O Viet Nam nhffng nam gan day, vdi su* ra ddi cua hang loat cac website thiTdng mai dien tuf, nhu": Lazada, Tiki, Shopee, Sendo, Adayroi..., viec mua hang trifc tuyen da khong con xa la vdi ngu'di tieu diing, dac biet la ngu'di tre.
Do do, viec nghien ciJu hanh vi mua hang trifc tuyen la dieu rat can thiet, dac biet vdi doi tifdng sinh vien khoi nganh quan tri kinh doanh, vi sinh vien trong kho'i nganh nay co kha nang thich iJng nhanh vdi sifthay ddi cua cong nghe {Bdi viet sQ dung cdch viet sd thdp phdn theo chudn qudc te).
Md hinh thuyet hdnh ddng hop ly (Theory of Reasoned Action - TRA)
Thuyet TRA difdc de xuat bdi Ajzen va Fishbein (1975), theo do yeu to'quan trong nhat quye't dinh hanh vi cua con ngu'di la y dinh thifc hien hanh vi do. Y dinh hanh vi la y muon thifc hien hanh vi cu the nao do. Y dinh hanh vi bi anh hifdng bdi 2 nhan to': thai do cua mot con ngu'di ve hanh vi va chuan chu quan lien quan den hanh vi.
Md hinh thuyet hdnh vi dU dinh (Theory of Planned behavior - TPB)
Mo hinh TPB dufdc Ajzen (1991) xay dyng bang each bo sung them bien "Hanh vi kiem soat cam nhan"
vao mo hinh TRA. Bien nay bi tac dong bdi hai bien sd
*ThS., Tri/dng Dai hoc Cong nghiep Thifc pham TP. Ho Chi Minh I Email: [email protected] Ngay nhan bai: 17/12/2018; Ngay phdn bien: 26/12/2018; Ngay duyet ddng: 27/12/2018
Economy and Forecast Review
HINH: MO HINH KHAI NIEM
Nguon: Tac gia tdng hdp va xay di/ng BANG 1: THANG DO CHJNH THCfC NGHIEN CCfU DINH L(f0NG
Ma
hoa Bidn quan sat Tai
nhan t6' Lofi ich cam nhan: P = 0.85; P = 0.53
• • C ' vc
PUl PU2 PU3 PU4 PU5
Mua hang trut tuyen giup toi thufc hien cong viec mua hang nhanh hdn.
Mua hang trtTc tuyen giiip toi cam thay de dang ra quyet dinh mua hang.
Mua hang trifc tuyen giiip cho viec thUc hien mua hang cua toi co hieu qua hdn.
Mua hang trufc tuyen giiip toi tie't kiem tien.
Mua hang trUc tuyen giiip toi tiet kiem thdi gian.
.724 .842 .702 .739 .671 Y dinh mua hang trufc tuy6'n: P^ = 0.84; P^^ = 0.56
OPIl 0PI2 OPI3 0PI4
Toi thich mua hang triTc tuyen.
Toi se mua hang trUc tuyen trong tifdng lai.
Toi that su" co y dinh mua hang trifc tuyen trong tifdng lai.
Toi thifdng xem xet viec mua hang trufc tuyen khi can.
.799 .720 .764 .653 Hanh vi mua hang trifc tuyfi'n: P = 0.81; P = 0.59
OPBl OPB2 OPB3
Mua hang qua trifc tuyen se thay the hinh thut mua hang truyen thong.
Toi se su* dung dich vu hoat dong mua ban hang qua trifc tuyen.
Toi san sang gicfi thieu cho ngifdi than, ban be mua hang qua trifc tuyen.
.808 .870 .596 Nhan thtfc chu quan: P = 0.86; P = 0.67
- 1 C ' VC
SNl SN2 SN3
Nhieu ngifdi co vai tro quan trong doi vdi toi cho rang toi nen mua hang trifc tuyen.
Ban than ciia toi cho rang roi nen mua hang trifc tuyen.
Da so' thanh vien trong gia dinh cua toi cho rang toi nen suf dung mua hang trUc tuyen.
.905 .861 .687 Thai do: P = 0.82; P =0.61
C ' VC
ATI AT2 AT3
Toi nghi viec mua hang trifc tuyen de s\i dung.
Toi tha'y thoai mai vdi viec mua hang trifc tuye'n.
Thai dp toi hi/dng den mua hang trifc tuye'n la tich cUc.
.524 .941 .756 Chu thich: P^: Do tin cdy tong hap; P^^: Tong phuang sai trich
Nguon: Tac gia phan tich va tdng hdp
la niem tin kiem soat va su* d l dang cam nhan. Niem tin kiem soat du'Oc dinh nghia la mot ca nhan cam thay tif tin ve kha nang cua ngu'di do de thiTc hien mot hanh vi, tiTdng tif nhu' siT tuf tin. Su" de sii' dung diTdc dinh nghia
do la sy danh gia cua mot ca nhan ve cac nguon iifc can thiet de dat du'dc ket qua.
Md hinh chdp nhan cdng nghe (Technology Acceptance Model - T/[M)
Mo hinh TAM difa tren nen tang cua ly thuye't TRA cho viec thiet lap md^i quan he giffa cac bien de giai thich hanh vi cua con ngu'di ve viec chap nhan suT dung cong nghe mdi (Davis, 1989;
Davis, 1993). Trong mo hinh TAM, thi yeu td thai do du'dc do Itfdng vdi 2 bien chap nhan cong nghe do la siT hffu Ich va su" dS su* dung.
Trong nghien cuTu nay, tac gia su' dung ly thuyet TAM va TPB de giai thich cac yeu td anh hu'dng den y dinh va hanh vi mua hang trifc tuyen cua sinh vien. Difa tren cac nghien ciJu tnfdc dd cua Ajzen (1991) va mo hinh cua Lim va cong suf (2016), ciing nhu" xem xet trong bdi canh tai Viet Nam, tac gia xay difng mo hinh nghien cuXi the hien mdi quan he ciia Thai do (AT), Loi ich' cam nhan (PU), Nhan thufc chu quan (SN) ddi vdi Y dinh mua hang (OPI) va Hanh vi mua hang trufc tuyen (OPB). Ngoai ra, Y dinh mua hang cdn ddng vai trd bien trung gian cua anh hifdng Thai do, Ldi ich cam nhan va Nhan thlJc chu quan len Hanh vi mua hang trifc tuyen (Hinh).
Cac gia thuyet difdc phat bieu nhif sau:
H^: Y dinh hanh vi mua hang co anh hu'dng thuan chieu den hanh vi mua hang trifc tuye'n;
H^^: Thai do mua hang trifc tuye'n co anh hu'dng thuan chieu den hanh vi mua hang trifc tuye'n;
H^^: Thai do mua hang trifc tuye'n co anh hu'dng thuan chieu den y dinh mua hang trufc tuyen;
Hj^: Nhan thiJc chu quan co anh hu'dng den y dinh mua hang trufc tuye'n;
Hj^: Nhan thiJc chu quan cd anh hifdng den hanh vi mua hang trifc tuye'n;
H^^: Ldi ich cam nhan cd anh hu'dng den y dinh mua hang tnjfc tuyen;
H^^: Ldi Ich cam nhan cd anh hifdng de'n hanh vi mua hang trifc tuye'n.
PHU'aNG PHAP NGHIEN CLfU
Nghien cu'u difdc thifc hien qua hai giai doan: nghien cu'u sd bo va nghien cii^i chinh thufc. Ddi tu'dng khao sat la cac sinh vien he cao dang va dai hoc, chuyen nganh Quan tri Kinh doanh tai Tnrdng Dai hoc Cong nghiep Thu'c pham TP. Ho Chi Minh.
Kjnh tevaDrfbao
Trong nghien cu\i sd bo, tac gia tien hanh phdng van nhdm vdi 8 sinh vien (4 sinh vien cao dang va 4 sinh vien dai hoc) nham kiem tra viec mo ta y dinh mua hang va hanh vi mua hang trifc tuye'n.
Day la bifdc rat quan trong de kham pha cac nhan td mdi. Tiep do, tac gia khao sat trufc tiep 217 sinh vien tif ngay 14- 25/04/2018 de xac dinh lai thang do. Ddi vdi khao sat chinh thu'c, tac gia tien hanh phdng van trifc tiep 337 sinh vien khac tif ngay 05-08/11/2018. Tong s d m l u khao sat chinh thu'c la 554 mau (suf dung lai 217 mau trong nghien ciJu sd bo).
Phan tich nhan to' khang dinh (CFA) difOc suf dung de danh gia thang do. Md hinh cau true tuye'n tinh (SEM) sii dung de kiem dinh mo hinh ly thuyet va cac gia thuyet nghien ciJu. Thang do Likert 5 miJc do dufOc siJ dung, vdi 1 hoan toan khdng ddng y va 5 hoan toan ddng y.
Bang cau hdi ban dau difOc chuan bi bang tieng Anh va sau dd difOc dich sang tieng Viet, dieu chinh lai nham phii hop vdi ddi tifdng phdng van.
KET QUA NGHIEN CLfU
Phdn tich dU lieu
Theo ket qua CFA lan dau, tat ca cac dieu kien deu dat, tuy nhien CMIN/df = 3.326 > 3, do do tac gia tien hanh ndi cac he sd e lai de dat yeu cau.
Phan tich CFA sau ciing cd bac tif do 122, gia tri Chi-square = 355.488 (p
= .000), CMIN/df = 2.914 < 3. Cac chi tieu khac, nhu': GFI, CFI, TLI lan lifdt la 0.929, 0.949 va 0.936 deu ldn hdn 0.9 va RSMEA = 0.059 < 0.08, nen phu hdp vdi di? lieu thi tnrdng. Cac thang do dat du'dc gia tri hoi tu do cac trong so' chuan hda cua thang do deu cao (>0.5) va cd y nghia thong ke (p < 0.05).
Bang 1 cho biet, phufdng sai trich cua moi khai niem cd tinh tu'dng dd'i dn dinh (chufa vifdt qua 0.7) va cd tinh kien dinh noi tai xuyen suo't (do tin cay tdng hdp
>0.5) trong viec tap hdp cac bie'n quan sat trong mot thang do. Vi vay, cac thang do nhan to' d phan tich mlu chinh thu'c ciing dat do tin cay cao.
Ket qua kiem dinh gia tri phan biet giiia cac bien trong mo hinh tdi han (Bang 2) cho thay, he so'tifdng quan ufdc lufdng lien ket vdi sai sd chuan (S.E.) cua mdi tu'dng quan giiia cac khai niem deu cd gia tri p = 0.000 < 0.05, chi cd mdi tifdng quan giiJa khai niem PU va SN,
BANG 2: KET QUA KIEM D|NH GlA TRj PHAN BIET GICJfA cAC BIEN TRONG MO HINH
TtfcAig quan PU
PU PU PU SN SN SN AT AT OPB el e4 el8
< - >
< - >
< - >
< - >
< - >
<->
<->
< - >
< - >
< - >
<->
<->
<->
SN AT OPB
OPI AT OPB
OPI OPB
OPI OPI e8 e3 el6
Lfdc ItfgTng -.026 .109 .133 .146 .261 .096 .005 .203 .130 .119 -.123 .086 -.092
S.E.
.020 .021 .020 .019 .032 .024 .020 .026 .021 .019 .027 .024 .018
CR.
-1.309 5.188 6.632 7.693 8.256 4.092 .234 7.795 6.127 6.309 -4.565 3.598 -5.010
P .191
***
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^^'^
^^^
^^^
.815
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Kd't luSn Khong phan biet Phan biet Phan biet Phan biet Phan biet Phan biet Khong phan biet Phan biet Phan biet Phan biet Phan biet Phan biet Phan biet
Ghi chu: r la he sotuang quan; S.E. = SQRT(l-p2)/(n-2); CR= (I-p)/SE; p-value TDIST(C.R, n-2,2); n la so bac tudo trong mo hinh
Gia thuyS't
4a
H3a
H., H,
H4.
H3.
H,
BANG 3:
Tac d3ng OPI
OPI OPI OPB OPB OPB OPB
< -
<—
<—
<—
< -
< -
<—
PU AT SN PU AT OPI SN
KIEM DINH GIA THUYET chuan hoa
.400 .207 -.069 .275 .281 .140 .053
S.E.
.055 .046 .040 .061 .053 .059 .044
CR.
7.262 4.496 -1.726 4.494 5.260 2.370 1.209
P
***
^^^
.084
***
> K ^ ^
.018 .227
K&'t luSn Chip nhan
Chap nhan Bac bd Chap nhan Chap nhan Chap nhan
Bac bd BANG 4: ANH Htf^NG TRCTC TIER, GIAN TIEP, TONG MCfC ANH HCfdNG
CUA B CHUAN HOA Bid'n phu thudc
OPI
OPB
Cach tac d6ng TrUc tiep
Gian tiep Tong hdp Trifc tiep Gian tiep Tong hdp
AT .266 .000 .266 .333 .034 .368
SN -.094 -.000 -.094 .066 -.012 .054
PU .400 .000 .400 .254 .052 .306
OPI .000 .000 .000 .129 .000 .129
OPB .000 .000 .000 .000 .000 .000 Mgudn: Ket qua xuf ly dCf lieu cua tac gia
SN va OPI khdng dat gia tri phan biet do p > 0.05. He sd tu'dng quan cua tiing cap khai niem nay (p < 0.05) cd khac biet so vdi do tin cay 95%.
Kiem dinh gid thuyet nghien cdu
Tat ca nhiing mdi tu'dng quan du'dc gia thuyet trong md hinh nghien ciJu deu dufdc chiing minh bang kiem dinh md hinh SEM. Ket qua u'dc lifdng (chuan hoa) cua cac tham sd chinh anh hu'dng triic tiep du'dc trinh bay
Economy and Forecast Review
tai Bang 3, theo do chi cd 2 gia thuyet bac bd (do P > chieu manh nhat bdi AT, tiep dd la PU, 0.05) la H^^ va H;, cdn lai cac gia thuyet khac deu chap OPI va SN (anh hiidng rat yeu).
nhan. Trong do, PU tac ddng manh nhat (p = 0.4) den ^, ^ . . . OPI, tiep do la AT, trong khi SN khdng tac dong. Cac KET LUAN VA HAM Y nhan td anh hu'dng den OPB manh nhat la AT, ke den
la PU va OPI. SN cung khong tac dong den OPB. Ket qua nghien cufu da tim ra cac Ket qua Bang 4 the hien mdi quan he triic tiep hoac nhan td anh hufdng de'n Hanh vi mua gian tiep giiia 3 nhan to' la Thai do, Nhm thiic chu hang triic tuyen, dd la: Ldi Ich cam nhan, quan, Ldi Ich cam nhan vdi Y dinh mua hang va Hanh Thai do, Y dinh mua hang. Ben canh do, vi mua liang tnie tuyen. Y dinh mua hang la bien trung gian anh Cu the, OPI chiu tac dong triic tiep va thuan chieu hu'dng cua Thai do va Ldi Ich cam nhan manh nhat bdi nhan td PU, ke den la AT, cdn SN tac len Hanh vi mua hang trifc tuyen.
dong rat yeu va nghich chieu vdi OPI. Khi xet nhan td Nhif vay, de gia tang hanh vi mua hang OPI lam trung gian, thi cac nhan td PU, AT, SN chiu tr\fc tuyen cua sinh vien, cac nha cung cap tac dong len OPB. Ket qua OPB chiu tac dong thuan can quan tam den cac nhan td tac dgng chieu manh nhat bdi nhan td PU, ke den la AT, cdn de'n Y dinh mua hang. Trong do, can dac SN tac ddng rat yeu va nghich chieu vdi OPB. Tong biet quan tam de'n viec tao niem tin cho miJc anh hu'dng theo p chuan hda cua OPI cung chiu ngifdi tieu diing bang each dam bao chat tac dgng theo chieu giam dan gdm cac nhan td: PU, lu'dng san pham, chat lu'dng dich vu, nhanh AT, SN. chdng, tin nhiem, dS suf dung, tin cay va Trong khi dd, OPB chiu tac ddng triic tiep thuan tien ldi. Cai tien giao dien trang web than chieu manh nhat bdi AT, tiep dd lan lu'dt la PU, OPI thien, tdc do truy xuat nlianh, thiet ke giiip va cudi cung la SN. Khi xet vai trd OPI la trung gian khach mua ban dS dang. Quan trgng khong cua anh hifdng SN, AT, PU len OPB, ket qua cho thay, kem la, cac nha phan phdi can cd chinh OPB chiu tac dgng manh nhat bdi PU, manh thiJ 2 la sach gia phii hdp cho Xiing san pham, ciing AT va SN tac ddng nghich chieu nhufng rat yeu. Khi xet nhii so sanh vdi cac nha phan phdi ban le tdng miic do anh hifdng, thi OPB bi anh hifdng thuan khac nhau de cd miic gia hap din nha't.Q
TAT T JFTT THAM KHAO
1. Nguyin Quang Thu va Le Thi Kim Tuyen (2018). Vai trd cua yeu to'anh hu'dng xa hdi trong md'i quan he vdi niem tin, thai do, nhan thu'c rui ro den y dinh mua hang trifc tuye'n cua ngifdi tieu diing tai TP. Ho Chi Minh, Tap chi Nghien cvtu Kinh tevd Kinh doanh chau A, 29(1), 38-55
2. Ajzen, I. (1991). The theory of planned behavior, Organizational behavior and human decision processes, 50(2), 179-211
3. Davis F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS quarterly, 13(3), 319-340
4. Davis F. D. (1993). User acceptance of information technology: System characteristics, user perceptions and behavioural impacts. International journal of Man-Machine, 38, 475-487
5. Fishbein, M., Ajzen, I. (1975). Belief attitude, intention and behavior: An introduction to theory and research
6. Jin, L. Y., Osman, A., Romle, A. R., & Haji-Othman, Y. (2015). Attitude towards online shopping activities in Malaysia public university, Mediterranean Journal of Social Sciences, 6(2 Sl),456
7. Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention, Procedia Economics and Finance, 35, 401-410
8. Mathieson, K. (1991). Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior. Information systems research, 2(3), 173-191
9. Moore, G. C , Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation, Information systems research, 2(3), 192-222
10. Pascual-Miguel, F. J., Agudo-Peregrina, A. F., & Chaparro-Pelaez, J. (2015). Influences of gender and product type on online purchasing. Journal of Business Research, 68(7), 1550-1556
11. Vazquez, D., Xu, X. (2009). Investigating linkages between online purchase behaviour variables. International Journal of Retail & Distribution Management, 37(5), 408-419
12. Venkatesh, V., Davis, F. D. (1996). A model ofthe antecedents of perceived ease of use:
Development and test. Decision sciences, 27(3), 451-481
Kinh te va Dif bao
