Cac nhan to anh hi/dng den
quyet djnh li/a chon Son ngoai cua ngu'ofi tieu dung
tren dia ban TP. Ho Chf Minh
HA VAN sdN*
LCIC CHI Mcir*
Tom tat
Trong nghien ciku ndy sik dving ly thuyet hdnh vi hoqch dinh TPB (Theory of Planned Behavior), cung nhu tham khdo cdc md hinh trong vd ngodi nUdc de phdn tich cdc nhdn td dnh hudng den quyet dinh Ivta chon Son ngoqi cda ngUdi tieu dung tren dia bdn TP. Ho Chi Minh. Ket qud nghien cvtu cho thdy, trong cdc nhdn td dnh hudng den quyet dinh Ivta chon Son ngoqi, thi cd 3 nhdn td cd y nghia, dd Id: Thdi do ddi vdi viec lifa chon ddng Son ngoqi; Kiem sodt nhdn thifc hdnh vi tdi chinh; vd Cdm nhdn vi chdt luang sdn phdm. Trong dd, Thdi do ddi vdi viec lUa chon ddng Son ngoqi Id nhdn td cd dnh hudng nhieu nhdt.
Tuf khoa: quyet dinh Ivta chon, hdnh vi tieu dung, kiem sodt hdnh vi, thdi do Ivta chon Summary
This study uses Theory of Planned Behavior (TPB) as well as references domestic and international models to analyze the determinants of foreign lipsticks choices of Ho Chi Minh city-based consumers. The output points out 3 significant determinants among the factors influencing foreign lipsticks choice, which are Attitude towards foreign lipsticks choice;
Cognitive-behavioral financial control; and Perception of product quality. In particular.
Attitude towards foreign lipsticks choice is the most influential determinant.
Keywords: choice, consumer behavior, behavior control, attitude choice
^
GlOfI THIEU
Vdi chinh sach md cffa va hdi nhap, nen kinh te Viet Nam ngay cang phat trien, mffe sd'ng cua ngffdi dan dffdc cai thien, tff dd eon ngffdi cang quan tam nhieu hdn ve van de giai tri, sffc khde va khdng the thieu nhu cau lam dep. Mot trong nhffng san pham lam dep dffdc phu nff Iffa chgn nhieu nhat la "Son". De dap ffng nhu cau tbi trffdng, cang ngay cang xuat hien nhieu ddng Son, trong dd cd ca nhffng ddng Son thffdng hieu trong nffdc.
Tuy nhien, hien nay, phai dep lai dang rat chuong Son ngoai va khi nghe de'n Son Viet Nam la hg khdng mud'n mua, tham chi cdn khdng mud'n td md de thii.
hay tim hieu thdng tin ve loai Son dd, ma da khang dinh la bang kem chat Iffdng.
Vay, tai sao "Son Viet Nam gan nhff bi xda khdi danh sach thi trffdng Son"? De tra ldi cho cau hdi nay, viec nghien cffu cac yeu td' anh hffdng de'n quye't dinh chgn mua thffdng hieu Son ngoai cua ngffdi tieu dung la can thie^t.
CO s d LY THUYET VA PHU'DNG PHAP NGHIEN CLfU
Ca sd ly thuyet
Hdnh vi cda ngudi tieu dung. Theo Philip Kotler (2005), hanh vi cua ngffdi tieu dung la tap hdp tat ca nhffng hanh vi trong viec tim kiem, so sanh, mua va danh gia mot san pham nao dd hg da va dang Iffa chgn.
Hanh vi tieu dung la phan ffng ciia ngffdi tieu dilng
*TS., Tru'dng Dai hoc Kinh te TP Ho Chi Minh I Email: [email protected]
** Email: [email protected]
Ngdy nhdn bdi: 20/11/2018; Ngdy phdn bien: 17/12/2018; Ngdy duyet ddng: 23/12/2018
Economy and Forecast Review
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HINH: MO HINH NGHIEN CQd DE XUAT
Chuan chu quan
Thai dp Kiem so6t nhgn thuc hanh vi - tii
chinh Cam nh§n ve chSt
lu<7ng sdn pham Cam nh^n
ve gia ca
K.huy^n mai
Phong t r i o
Quydt djnh chpn mua Son ngo^i
Ngu6n: Nhom tac gia de xuat
dffdi sff tac ddng cua nhan tdben ngoai va nhan to ben trong cua ngffdi tieu dung. Hanh vi cua ngffdi tieu dung la he qua ciia tac nhan mdi trffdng tac ddng vao y thffc ngffdi mua, nhffng dac diem va qua trinh quyet dinh cua ngffdi mua dan den nhffng quye't dinh mua sam. Cd 4 nhdm nhan td'chinh anh hffdng de'n hanh vi cua ngffdi tieu dilng la: Trinh do van hda; Tinh chat xa hdi; Tinh chat ca nhan va Tinh chat tam ly.
Tien trinh quyet dinh mua hdng. Theo Philip Kotler (2005), de cd mot giao dich mua, thi phai trai qua mot tien trinh gdm 5 giai doan cu the: nhan biet nhu cau, tim kiem san pham va thdng tin lien quan, danh gia, so sanh san pham khac nhau, mua san pham va danh gia san pham sau khi sff dung.
Md hinh thuyet hdnh dgng hap ly (Theory of ReaSoned Action). Md hinh thuye't hanh ddng hdp ly (TRA) do Fishbein va Ajzen xay dffng nam 1975.
Md hinh hanh ddng hdp ly do Iffdng hai thanh phan la Thai do dd'i vdi viec chgn mua va Chuan chu quan.
Do Iffdng Thai do vdi viec chgn mua la do Iffdng cam xue, nhan thffc va xu hffdng hanh vi tieu ddng de phan anh viec thich hay khdng thich mot san pham, dich vu hay dd'i tffdng nao dd. Do Iffdng thanh phan Chuan chii quan la do Iffdng cam xue cua mot ca nhan nao dd chiu sff tac ddng cua ngffdi xung quanh minh, nhff: cha, me, ban be, ddng nghiep... Hg phan anh hay hd trd quye't dinh Iffa chgn cua ca nhan dd. Tdm lai, theo Fishbein va Ajzen (1975), thuye't hanh ddng hdp ly TRA la md binh dff bao ve y dinh hanh vi, phu thudc vao Thai do dd'i vdi hanh vi va Chuan chu quan mdi trffdng xung quanh cua ngffdi dd. Md hinh dila tren gia dinh rang, con ngffdi ra quye't dinh cd ly tri can cff vao thdng tin san cd de thffc hien hay khdng thffc hien mot hanh vi.
Md hinh thuyet hdnh vi hoqch dinh (Theory of Planned Behavior). Ly thuye^t hanh vi hoach dinh (TPB) cua Ajzen (1991) nham cai tien ly thuye't h^nh ddng hdp ly TRA. Hign nay, ly thuye't TPB dffdc sff dyng nhieu, dac biet rat phd bie'n trong cac nghien cffu ve cdng ddng, xa hgi va chat Iffdng cuoc sd'ng. Trong ly thuyet nay, cd 3 nhan td cd ban la: (1) Thai do ve hanh vi la danh gia tich cffc dd'i vdi hanh vi thilc hien;
(2) Chuan chii quan la anh hffdng ciia xa hdi, de cap de'n sffc ep ciia xa hgi dffdc cam nhan de thffc hien
hay khdng thffc hien hanh vi; (3) Nhan to quyet dinh ve siI tff nban thffc hoac kha nang thilc bien hanh vi, dffdc ggi la Kiem soat nhan thffc hanh vi.
Md hinh nghien ciiu
Nghien cffu siI dung md hinh TPB tren cd sd tham khao md binh TRA. Md hinh nghien cffu se bao gdm cac bien: Thai do vdi viec lila chgn Son ngoai; Chuan chu quan; Cam nhan ve chat Iffdng san pham va Kiem soat nban thffc hanh vi - tai chinh va 3 nban td dffdc them la Cam nhan ve gia ea, Khuye'n mai va cudi cung la Phong trao. Md hinh dffdc trinh bay nhff Hinh.
Phuang phdp nghien ciiu
Nghien cffu sff dung phffdng phap dinh tinh va dinh Iffdng. Ngbien cffu dinh tinh dffa tren y kien cua cac ehuyen gia de dieu chinh cac bien quan sat va xac dinh md'i quan he giffa cac bien trong md hinh de xuat. Nghien cffu dinh Iffdng dffdc thufc hien thdng qua bang bdi vdi cac bie'n quan sat dffdc do bang thang do Likert 5 diem (1: hoan toan khdng ddng y de'n 5: hoan toan ddng y). Tac gia da tien hanh khao sat hdn 250 sinh vien d cac trffdng dai hoc va sau khi gan Igc tac gia da thu dffdc 204 mau phue vu cho qua trinh nghien cilu.
Thdi gian thu thap so lieu dffdc tien hanh tff ngay 20/01/2018 den 10/02/2018. Dii lieu dffdc phan tich bang phan mem SPSS 20.0 (Bdi viet sik dung cdch viet sd thap phdn theo chudn qudc te).
KET QUA NGHIEN CLfU
Ket qud Cronbach's Alpha
Ke't qua kiem dinh thang do Cronbach's Alpha cho tha'y, tat ca cac gia tri cua cac thanh phan nghien ciJu deu dat cac yeu cau dat ra ciia ky thuat nay, bao gdm gia tri Cronbach' Alpha nam trong khoang tff 0.6-0.8. Cu the, gia tri Cronbach's Alpha cua cac thanh phan:
Chuan chu quan (CCQ); Thai do (TDO);
Kiem soat nhan thffc hanh vi tai chinh (KS); Cam nhan ve chat Iffdng san pham (CNCL); Cam nhan ve gia ca (CNGC);
Khuye'n mai (KMAI); va Phong trao (PTRA) la 0.798; 0.76; 0.775; 0.737;
0.709; 0.814; va 0.78. Sau khi kiem tra do tin cay cua cac thang do, thffc hien bffdc tie'p theo la phan tich EFA (xem Bang 1).
Ben canh do, phffdng phap rut trich dffdc ehgn de phan tich nhan td la phffdng phap Principal Components vdi
42
Kinh tevaDU baoKinhte vaDiHiao
phep xoay Varimax. Sau bffdc phan tich EFA lan dau, mot so bien bi loai do cac nguyen nhan he sd tai nhan to nhd bdn 0.5, bie'n khdng bdi tu vao mot nhan to', ma tach ra tren hai nhan to', khoang chenh lech giffa hai he so tai nhd bdn 0.3. Ke't qua phan tich EFA lan cudi (Bang 1), kiem dinh KMO va Bartlett's Test trong phan tich nhan to cho tha'y, he sdKMO = 0.773 (ldn hdn 0.5 va nhd hdn 1) va P-value trong kiem dinh Bartlett's Test nhd bdn 0.01. Nhff vay, cd the ket luan rang, phan tich EFA rat thich hdp.
Ket qud hoi quy
Ke't qua chay md hinh hdi quy lan 1 cho trong Bang 2 cho tha'y, chi cd 3 bien la Thai do (TDO) cd Sig. = 0.00 < 0.05;
Kiem soat nban thffc hanh vi tai chinh (KS) CO Sig. = 0.002 < 0.05; va Cam nhan ve chat Iffdng san pham (CNCL) cd Sig. = 0.004 < 0.05 la cd y nghia. Tac gia tiep tuc chay md hinh hdi quy vdi viec loai cac bie^n khdng cd y nghia va ke't qua nhff Bang 3.
Ke't qua Bang 4 cho tha'y, gia tri Sig.
= 0.000, nen gia thuye't H^: p, = p^ = p3= 0 cua kiem dinh F bi bac bd. Dieu nay cung cd nghia, md binh hdi quy tuyen tinh bdi dffdc xay dffng la phii hdp vdi tap dff lieu va cd the sff dung dffdc cho tdng the. He so' R^ hieu chinh (Adjusted R Square) = 0.489 cd nghia la, khoang 48.9% sff bie'n thien ciia bie'n quye't dinh chgn mua Son ngoai cd the dffdc giai thich bdi 3 nhan to: Thai do vdi viec Iffa chgn Son ngoai (TD); Kiem soat nhan thffc hanh vi tai chinh (KS); va Cam nhan ve chat Iffdng san pham (CNCL).
Ket qua phffdng trinh hdi quy (Bang 5), trong kiem dinh T-test ta tha'y, gia tri Sig. cua 3 bie'n ddc lap deu nhd hdn 0.05, nen chiing cd y nghia thd'ng ke. Ben canh do, kiem dinh Durbin-WatSon cho tha'y, khdng cd sff tffdng quan giffa cac phan dff (he sd Durbin-WatSon = 1.974 nam trong khoang tff 1 de'n 3), phan dff chuan hoa cd trung binh bang 0 va do lech chuan bang 0.995 (xap xi 1). Nhff vay, cd the ke't luan rang, gia dinh ve phan phdi chuan ciia phan dff khdng bi vi pham. Bang 5 cho thay, cac he sd'phdng dai phffdng sai VIF < 2, do dd, khdng cd hien tffdng da cdng tuye'n xay ra va md hinh hdi quy tuye'n tinh bdi da xay dilng phii hdp vdi dff lieu quan sat va cd dang nhff sau:
QD = 0.470TDO + 0.204KS -h 0.190CNCL
BANG 1: KET QUA PHAN TICH EFA LAN CUOI Ma
biS'n CCQ2 CCQ3 CCQ4 CCQl KS3 KS4 KS2 CNGC2 TD03 TD02 TD04 TDOl PTRA2 PTRA3 PTRA I KM2
KMl KM3 CNCLl CNCL2 CNCL4 CNGC4 CNGC3
Bien quan sat Ban be
Dong nghiep
Nhiing ngu'di quen khac Gia dinh
Toi CO the quyet dinh Thu nhap du de chi mua Toi CO kha nang quye't dinh Gia ca phii hcJp vdi thu nhap Toi thay vui thich
Toi thay tin tirdng Toi thay dang dong tien Nhu cau Son ngoai la tot Nhieu ngu'di mua chae la hang chat lu'dng
Nhieu ngu'di mua thifcfng hieu se uy tin
Nhieu ngifdi mua nen mua Thu'dng xuyen co chifdng trinh Khuyen mai de tri an khach hang cii
Thu'dng xuyen co chifdng trinh khuye'n mai, voucher, bogo...
khi phat trien san pham mdi Tim kiem khach hang mdi nhif tang the ifu dai
San pham co chat lifdng dam bao San pham co nguon goc xuat xiJ ro rang
Chat lu'dng luon dong nhat vdi nhau d taft ca cac cufa hang Phifdng thiJc thanh toan da dang, tien mat, the tin dung, visa...
Thdi gian thanh toan nhanh, gpn
H0 s6' tai nhan 16' 1
0.828 0.780 0.743 0.709
2
0.807 0.768 0.733 0.644
3
0.764 0.733 0.685 0.659
4
0.907 0.81 0.775
5
0.849
0.817 0.784
6
0.751 0.737 0.644
7
0.857 0.786
Md hinh
(Hang so') CCQ KS TDO PTRA KMAI CNCL CNGC
BANG 2: KET QOA PHAN TICH MO HINH HOI QUY LAN 1 H^sfi"
chtfa chu^n hoa B
0.615 0.032 0.173 0.468 -0.042 -0.005 0.171 0.047
Dd l&ch chu^'n 0.256 0.044 0.055 0.06 0.042 0.051 0.058 0.05
H | s 6 ' chu^n hoa
Beta
0.041 0.185 0.472 -0.055 -0.005 0.183 0.055
t
2.401 0.731 3.125 7.843 -1.004 -0.089 2.949 0.945
Sig.
0.017 0.465 0.002 0.000 0.316 0.929 0.004 0.346
Thd'ng kg da cdng tuyfe'n Tolerance
0.814 0.718 0.697 0.855 0.775 0.658 0.742
VIF
1.229 1.393 1.435 1.17 1.29 1.519 1.347
N g u 6 n ; Tinh toan ciJa n h o m tac gia
KET LUAN vA GOl Y CHINH SACH
Ket qua nghien cffu cho tha'y, cd 3 nhan to' anh hffdng de'n Quye't dinh chgn mua Son ngoai la Thai do vdi viec mua Son ngoai, Kiem soat nhan thffc hanh vi tai chinh va Cam nhan ve chat Iffdng san pham.
Trong do. Thai do dd'i vdi viec Iffa chgn ddng Son ngoai la nhan td cd anh hffdng nhieu nhat. Tren cd sd
Economy and Forecast Review
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BANG 3: KET QUA GIAI THJCH MO HINH HOI QUY^ L A N 2
Model 1
R .705^
R Square .497
Adjusted R Square
.489 a. Predictors: (Constant), CNCL, KS, TDO
b. Dependent Variable; QD
Std. Error of the Estunate .487
Durbin- WatSon
1.974
BANG 4: KIEM DINH MCTC DO PHU HdP CUA MO HINH'^
Model
1
Regression Residual Total
Sum of Squares
47.029 47.640 94.669
df 3 201 204
Mean Square
15.676 .237
F 66.141
Sig.
.000^
a. Dependent Variable: QD
b. Predictors: (Constant), CNCL, KS, TDO
BANG 5: KET QUA PHAN TICH MO HINH HOI QUV^ LAN 2
Md hinh
Hang so TDO KS CNCL
H6 sd' hoi quy chi^a chu^n hoa
B .665 .466 .190 .178
Std. Error .221 .058 .054 .057
He sd' hdi quy chud'n hoa
Beta
.470 .204 .190
t
3.014 7.993 3.548 3.117
Sig.
.003 .000 .000 .002
Thd'ng k^
da cdng tuyd'n Tolerance
.723 .757 .673
VIF
1.382 1.321 1.485 a. Dependent Variable: QD
Nguon: Tinh toan ciia nhom tac gia
ket qua nghien cffu, tac gia de xuat cac giai phap cho cac doanh nghiep son trong nffdc. Cu the la:
Thdi do vdi viec Ivta chon Son ngoqi. Nha chie^n IffOc marketing phai ludn cd' gang tao ra nhieu mat hang san pham di ddi vdi chat Iffdng san pham, chat Iffdng dich vu dap ffng td'i da nhu cau ciia ngffdi tieu dung va phai dung thdi diem, hoan canh cua hg. Tff dd, khach hang se cd niem tin tich cffc dd'i vdi doanh nghiep. Kich thich niem tin ciia ngffdi tieu diing bang nhffng chffdng trinh quang cao khdng phdng dai san pham cua minh, ma thu hut sil chu y cua khach hang mot each dd hieu, de nhd dung gia tri san pham dffdc dffa ra ngoai thi trffdng.
Kiem sodt nhdn thdc hdnh vi tdi chinh. Tai chinh ludn la van de kiem soat hanh vi mua sam, quyet dinh Iffa chgn cua ngffdi tieu dung. Mac dii, nhu cau ciia hg ra't cao va thai do td't vdi san pham, nhffng gia ca qua cao, thi hg vin se khdng mua. Vi vay, cac nha quan tri phai nghien cffu, tim hieu mffe thu nhap cua dd'i tffdng khach hang cua minh that ky de dffa ra gia ca
hdp ly, phii hdp vdi hg va vdi chat IffOng san pham.
Vdi mot nen kinh te dang phat trien chdng mat nhff nffdc ta, dac biet la tai TP. Hd Chi Minh la mot dd thi nang dong nhat nffdc, thi cuoc sd'ng ciia ngffdi dan ludn ban rdn. Tff dd, hg khdng cd dii thcii gian de tim kiem thdng tin ve san pham son. Vi vay, cac nha chien Iffdc marketing nen day manh viec tie'p thi, quang cao va cung cap nhieu thdng tin san pham qua nhieu kenh, nhff: bao chi, ti vi, google, facebook, zalo... de kich thich nhu cau mua sam cua khach hang.
Cdm nhdn ve chdt luang sdn phdm.
Ket qua nghien cffu cho tha'y. Cam nhan ve chat Iffdng san pham khdng anh hffdng nhieu den quye't dinh Iffa chgn Son ngoai cua ngffdi tieu diing TP. Hd Chi Minh.
Dieu nay cd nghia la, cac thffdng hieu Son ngoai da tff tao thffdng hieu uy tin trong long khach hang. Khi bffdc vao cuTa hang dd thi ngffdi tieu dung da that sif khdng quan tam nhieu, vi hg tin tffdng rang. Son ngoai chae la chat Iffdng tot rdi, hg chi quan tam cai khac. Nhffng doi vdi Son trong nffdc, ngffdi tieu dung that sff khdng quan tam vi hg khdng cd long tin vdi san pham Son trong nffdc. Cac nha chien Iffdc mud'n xay dffng thffdng hieu, tbi dieu quan tam dau tien chinh la chat Iffdng san pham, ludn phai biet cai thien san pham phu hdp vdi nhu cau cua ngffdi tieu dung. Ket hdp vdi nhieu chie^n Iffdc marketing nham giiip ngifdi tieu dung hieu dffdc ldi Ich cua Son trong nffdc, dem lai cho hg cai thffc sii khach hang mud'n.
Ben canh dd, doanh nghiep can dinh vi san pham, tffc la tao ra dffdc sil khac biet cua san pham, de khi nhac den Son trong nffdc, ngffdi tieu diing nghi den dac tnfng cua san pham ngay. Dieu nay rat quan trgng de doanh nghiep phat trien ben vffng vd'n da bi dinh kien lau nay va tam ly sinh hang ngoai, nham tao mot thifdng hieu uy tin trong long cua khach hang.Q
TAI LIEU THAM KHAO
1. Nguyin Dinh Thg va Nguyin Thi Mai Trang (2007). Nghien citu thi trudng, Nxb Dai hoc Qudc gia Ha Ndi
2. Philip Kotler (2005). Qudn tri Marketing cdn bdn, Nxb Giao thdng Van tai
3. Aizen, I. (1991). The Theory of Planned Behavior, Organizational Behavior and Human Decision Processes, 50(2), 179-211
4. Fishbein, M.& Ajzen, I. (1975). Belief attitude, intention and behaciour : An introduction to the theory and research, AddiSon Wesley, 11-18