CAC TIEN TO VA HAU TO CUA SU" THAM GIA CUA KHACH HANG TRONG MOI TRU'OiNG MUA SAM TRU'C TUYEN
Nguyen IManh Tuan
Tru&ng Dgi hgc Bdch khoa Thdnh phd Hd Chi Minh Email: [email protected]
Nguyen Hu-u Tri
Tru&ng Dgi hgc Bdch Khoa Thdnh phd Hd Chi Minh Email: [email protected]
Ngay nhan: 9/12/2015 Ngay nhan ban siia: 5/01/2016 Ngay duyet dang: 25/8/2016
Tom tat:
Su tham gia cita khdch hdng trong qud trinh cung itng dich vu dang id chii di dugc quan tdm tit gdc dp cdc hoc gid cUng nhu cdc nhd qudn tri. Nghiin cim ndy do lu&ng nhiing mdi liin hi ciia sie tham gia ciia khdch hdng v&i cdc tiin td thupc ve Igi ich mong dai vd cdc hdu td Id su hdi Idng, Idng tin, nhgn thitc tiit kiim nd luc vay dinh mua lgi. Phdn tich cdu trite tuyin tinh (SEM) thuc hiin tren mdu gdm 193 khdch hdng trong linh vuc mua sdm true tuyin tgi thdnh phd Hd Chi Minh, mpt trung tdm kinh ti vd thuang mgi l&n cita Viet Nam dd iing hp 10 trong 18 gid thuyet nghien cim de nghi. Kit qud tdi khdng dinh su tham gia ciia khdch hdng cd quan hi duang vai suhdi long ciia hg thdng qua hai yeu td trung gian todn phdn Id nhdn thuc tiit kiem nd luc vd Idng tin ciia hg.
Tir khoa: sir tham gia ciia khach hang; thuang mai dien tii; hanh vi nguai tieu thti; nghien ciiu djch vti
Antecedents and outcomes of customer participation in onUne shopping Abstract:
Customer participation in the process of service delivery is an emerging topic that attracts both service academics and practitioners. This paper investigates the relationships between customer participation with its determinants of expected benefits and its outcomes that include customer satisfaction, trust, perceived effort saving and intention to repurchase. A survey study with SEM analysis of 193 consumers in Vietnam online shopping shows 10 out of 18 hypotheses empirically supported. The findings reinforce that customer participation is positively related to their satisfaction through thefull mediation of their trust and perceived
effort saving.
Keywords: Customer participation; electronic commerce; consumer behavior; service research.
1. Gioi thieu gia ciia khdch hdng dai dien cho mot buac tien mai Trong thap ky vira qua, su phat triln manh me trong hieu qua canh tranh ciia doanh nghiep (Ben- ctta teuo'ng phai trong djch -vii (Service Dominant dapudi & Leone, 2003). Stt tham gia ctta khach Logic - SDL) da thu hiit duac rat nhidu sir quan tam bang a day duac hieu mot each tong quat nhu la cae ciia cac hgc gia, theo do, viec khuygn khich su tham dong gop ngu6n luc va hanh vi ciia khach hang cho sr, 231 thing 9/2016 g g
toan bo qua trinh cung nhu cac ket qua djch vu (Mustak & cong sit, 2013). Trong khuon kho do, Hejnonen & cpng sy (2010) ciing dua ra quan dilm mai ve d6ng sang tao gia trj nhu sau - thay vi chi ehii y vao viec lam tbi nao dg khach hang eo the tham gJa vao qua trinh ddng sang tao voi eong ty, nhung nha cung eSp djch vu can tap trung vao viec bjgn minh tra nen gin bo vai quan tam va trai nghiem cda khach hang.
Trong xu thg intemet phat triSn manh me trong nhigu nam g§n day, mot loai binh djch vu mai - djch vti tuong tac (interactive services) da duac binh thanh va theo Bolton & Saxena-Iyer (2009), do chinb la loai hinh djch vii dac trung bai mot hay nhigu hinh thiic tuong tac giila khach hang va cong ty trong mpt moi truang bat ky co sir tra giiip ciia cac cong nghe ket noi (networking). Trong thai gian qua, citng da co rat nhieu nhirng nghign ciiu vg sit tham gia cua khach hang trong rat nhieu loai hinh djch -vu khac nhau nhu: y tg, tu van tai chinh, giao due, ngan hang... va su tham gia cita khdch hdng cung duac xem xet va do luong rieng cho phu bop vai titng nganh djch vii khac nhau.
Nghign ciiu nay tap trung tim hieu sie tham gia cita khdch hdng trong moi truong mua sam true tuygn, nai ma tat ca sir tuong tac ciia khach bang va cong ty deu dugc thuc hien thong qua cae websites hoac dien dan dien tii. Voi ban sac giao djch phi vat ly do, cac moi truang thuong mai nay co thg dugc xem la cac moi truang truyin thdng giUa nha cung cap va khach hang (Nambisan & Baron, 2009) trong do yeu to long tin dong vai tro quan trpng khi su tuong tac la phi truygn thong (Gefen & cgng sir, 2003). Vi vay, boat dong tham gia ctia khach hang CO thg coi la viec su dung truyen thong (media usage) va tigp can sie dung vd hdi long (uses and gratification, U&G) duac dg nghj dg xem xet cac lgi ich mong dai dong vai tro la cac dpng ca din dgn sir tham gia ctta khach hang (Nambisan & Baron, 2009).
Tjgp theo, trong khi cac kgt qua tryc tigp tu su tham gia ciia khach hang ngay cang co vai tro quan trpng, cac nghign ciru hiu nhu thign vg cac gia trj nhin tu nha cung cip (ching han gia trj quan he (relationship value) nhu su hai long, long tmng thanh ciia khach hang) ma taong d6i thigu ving cac lgi ich nhin ta ban than eac khach hang (nhu su thuan tien, tigt kiem chj phi, tang cuang nang lyc ciia khach hang (Mustak & cpng su, 2013, 350). Noi
rieng, trong cae Igi ich cam nhan cua khach hang, n6 luc dupe nhan thiie (perceived effort) la mpt yeu t6 dac thu d6J vai moi trucmg giao djch tryc tiep (Bechwati & Xia, 2003).
Trgn ca sa do, bai bao xem xet hai eau hoi chinh.
Thit nhit, cac lgi ich mong dai ciia khach hang nhin tu tigp can sit dung vd hdi Idng anb huong nhu thg nao dgn banh vi tham gia ciia hp? Thii hai, su tham gia cua khdch hdng se anh huong ra sao den nhgn thitc tiet kiim nd luc eiing nhu lgn Idng tin lan suhdi Idng vd y dinh mua lgi cua hp?
c i u tnic eua bai nhu sau: phan tJgp theo la ca sa ly thuyet va mo hinb nghien eiiu dg nghj trong do npi dung vg su tham gia eiia khdch hdng, cac tign to vg lgi ich mong dgi, cae hau to la tiit kiim nd luc, Idng tin, su hdi Idng, va y dinh mua lgi dugc trinh bay Phin kg tigp la phuong phap va sau do la kgt qua nghien eiiu. Sau eung la phan kgt luan vai viec thao luan kgt qua, binh luan vg dong gop ly thuyet ciing nhu cae ham y quan trj co lign quan.
2. Cff so- ly thuylt va mo hinh nghien cii-u 2.1. Su tham gia cua khdch hdng
Su tham gia ciia khdch hdng la mpt hanh vi bao quat dg do luang miic dp ma khach hang cung cap, chia se thong tin, dua ra nhfl'ng de nghj, va tham gia vao qua trinh ra quygt djnh trong suot qua trinh san xuat va phan phoi dich vu (Chan & cpng sy, 2010).
Trong moi truang djch 'vu taong tac, su tham gia cita khdch hdng co thg bao gom nbjgu boat dpng phlic tap nhu: tim kigm, chia se thong tin, so thich rigng ta, banh vi ehinh thiic va hanh vJ phi chinh thiic (Bolton & Saxena-Iyer, 2009).
Vai boi canh thuong mai tryc tayln, bai vilt nay quan niem sic tham gia ciia khdch hdng la miic dp sii' diing va taang tac cua khach hang dii vai trang web giao djch thong qua bai banh vi la - hdnh vi dgc (nhu tim kigm va tra eiiu thong tin vl san phim) va hdnh vi chia si thong tin (nhu trao dii va thao luan trong cpng dong nguai tieu dimg) (Tonteri & cpng sy, 2011).
Thong qua viec kich thich nhfl'ng boat dpng tham gia ciia khach hang trgn nhfl'ng websites va trang mang xa hgi co lign quan, cac doanh nghiep co thg dat dugc nhieu Igi ich khac nhau cho bg nhu gia tang su truygn mieng tich cyc, tang cuong long tin cung nhu long trung thanh eua khach hang (Mustak
& cgng sy, 2013) vao cac trang thuang mai tryc tuyen nay.
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2.2. Lgi ich mong d&i
Sy khac biet giua nhung mong dgi va trai nghiem thue te duac dl cap rit nhilu trong ly thuyet sie dung vd hai long (Nambisan & Baron, 2009), a do, nhfl'ng lgi ich mong dai quylt djnh viec su' dyng truygn thong (nhu dgc va chia sg thong tin) eua ca nhan. Theo Nambisan & Baron (2009), nhflng lai ich mong dgi gom eac thanh phan sau - lgi ich nhdn thuc (cognitive benefits): lign quan din viec tim kigm nhung kign thirc gia trj, hoac tang eo hpi hgc hoi; lgi ich thitc day xd hdi (social integrative bene- fits): hen quan den sy ket noi xa hgi gifla cac thanh vjgn hoac khach hang voi nhau; lgi ich thitc day cd nhdn (personal integrative benefits): bilu thj sy khang djnh nhung gia tri cua mpt ca nhan, do la viec mgt nguaj muon dat dugc cam nhan vl nang lyc cua minh, hoac tao sy anh huang dgn tap thg xung quanh; va lgi ich sdng khodi (hedonic or affective benefits) la sy mong muon cua khach hang vl nhiing trai nghiem dl chju, thoai mai hoac vui thich.
Tit do, cac gJa thuyet sau dugc de nghj:
HI: Co sy tae dgng thuan chieu ctia (a) lgi ich nhdn thuc; (b) lgi ich thuc ddy xa hpi; (c) lai ich thitc day cd nhdn; (d) lai ich sdng khodi dgn hdnh vi doc.
H2: Co sy tac dgng thuan chieu cua (a) lgi ich nhgn thiec; (b) lai ich thitc ddy xa hdi; (c) lgi ich thitc day cd nhdn; (d) lgi ich sdng khodi dgn hdnh vi chia si.
2.3. Nhgn thiec tiit kiim no luc
No lyc la nhurng gi thupe vg tai ehinh, vat ly bay tri luc ma khach hang phai bo ra hay tigu ton trong qua trinh tim kiem va thy huong san pham hay djch vu (Bechwati & Xia, 2003). Mohr & Bitner (1995) da ehi ra rang, khach hang co thg dung nhflng dau hieu da dang de do luong so lupng no luc ma nha cung cap djch 'vu giup bp trong qua trinh do va co thg dugc gpi la tigt kiem no luc cam nhan duac (bai khach bang) hay gpn ban la nhdn thiec tiit kiim nd luc.
Trong boi canh giao djch true tayln, nhdn thiec tiit kiim nd luc thuang dugc xet duai dang tri luc bay nhan thiic (mental, cognitive) va ban thi nfla, cac boat dgng true tayln tren nln tang may tinh (nhu tim kigm thong tin thong qua cac dgng eo tim kilm trgn cac websites) dugc coi la cac cong cy dien ta giup khach hang thye sy tilt kiem nS lyc khi so vai viec hp phai ta lyc thyc hien mgt each thu cong
(Bechwati & Xia, 2003).
Nhu vay, ebinh la thong qua cac banh vi taong tac nhu hdnh vi dgc va hdnh vi chia si thong tin tren cac trang mang cu the, khach hang eo the cam nhan dugc miic dp no luc ma cac websites da ho tra hp.
Tit do, gia thuygt sau dugc phat bigu:
H3: Co sy tac dgng thuan chigu eua (a) hdnh vi dgc; (b) hdnh vi chia si den nhgn thitc tiit kiim nd luc.
2.4. Long tin
Long tin la ygu to quan trpng trong thuong mai, nhat la thuang mai trye taygn a do cac quy tac va dam bao giao djch bj ban che nhigu hon so vai giao djch truygn thong mat doi mat (Gefen & eong sy, 2003). Mac du day co thg mgt khai niem da chieu eanh va le thupc vao boi eanh giao djch, trong bai viet nay long tin dupe quan niem don gian la sy tin tuang ma khach hang co the dat lgn cac dac tinh hay hanh vi cua doi tac trong dign trinh giao djch co yeu to rui ro (Gefen & cpng sy, 2003). Vi thg, thong qua tacmg tac vai cac websites thuang mai, khi miic dp tham gia duai dang cae hdnh vi dgc va chia si thdng tin cang nhigu thi khach hang cang co the dat nigm tin vao cac trang mang trye tayen nay
H4: Co sy tae dpng thuan chigu ciia (a) hdnh vi doc; (b) hdnh vi chia si dgn long tin eiia khach hang.
2.5. Suhdi long
Su hai long vg dich 'vy la dap irng cua khach hang mang tinh cam xdc lan nhan thuc vg trai nghiem tieu dung (Oliver, 1999). Sy trai nghigm nay se duac tang cuang voi vai tro trung tam cda nguai san-tigu (proeonsumer) ngay cang duac thua nhan (Xie &
cpng su, 2008), theo do sy tham gia cda khach hang ngay cang quan trpng thg hien duoi dang cac hanh vi nhu dgc va chia si thong tin trong moi truong tryc taygn. Td do, gia thuyet sau duac de nghj:
H5a: Co sy tac dpng thuan chigu cda hdnh vi doc den sit hdi long cda khach hang.
H5b: Co sy tac dpng thuan chieu cda hdnh vi chia se dgn su hdi Idng cua khach hang.
Trong khi do, sy hai long cda khach hang con la ket qua dap ung tu viec trai nghiem cda hp trong mpt qua trinh djch vu (Westbrook, 1987), vi thi khi cam nhan dugc sy tigt kiem no lyc do nha cung cip djch -vy true tuygn mang lai, sy bai long cda khach hang se co kha nang dup'c hinh thanh. Gia thuygt sau dugc dg nghj:
S3 231 thing 9/2016 71
H5c: Co su tac dgng tbuan chilu cda nhdn thitc tiit kiem nd luc din su hdi Idng cda khach bang.
Mat khac, sy hai long cung vai long tin dugc coi nhu la hai hon da tang cda giao djch true tayen (Kim
& cpng su, 2009). Quan he duang giua long tin va sy bai long cung da dugc khing djnh, chang ban trong Balasubramanian & cgng sy (2003) vi thg day la ea sa dl tai kilm chung gia thuylt sau:
H6: Co sy tae dgng thuan chilu cda long tin dgn su hdi long cda khach hang.
2.6. Y dinh mua lgi
Y dinh mua lgi cda khach hang la y djnb cda hp muln tilp tac su dyng website bay diln dan nay cho viec mua sim cda minh (Kim & cpng sy, 2009).
Trong nhilu nghien ciiu vl cac tien to dan den y dinh mua lgi, thi su hdi long luon la yeu to quan trpng, ben eanh eac ylu tl khac nhu kinh nghiem mua sim tmac day (Zeithaml & Biner, 2003). Gia thuylt nay dugc phat bigu nhu sau:
H7a: Co su tac dgng thuan chigu cda su hdi Idng din y dinh mua lgi cda khach hang.
Mat khac, trong moi tmang tryc tayen, y dinh mua lgi bj tac dgng true tilp ta long tin nhu dugc dg nghj a mo hinh tin cay trgn web noi tigng cda McKnight & cgng su (2002). Tu do, gia thuylt sau dugc dg nghj:
H7b: Co sy tac dgng thuan chieu cda long tin dgn y dinh mua lgi cua khach hang
3. Phuffng phap 3.1. Thiit ki mdu
Boi canh nghign cira dugc chpn la djch 'vy mua sam tryc taygn, voi pham vi la nam trang web va dign dan mua sam ldn nhat tai Viet Nam voi cac mat hang tigu dung pho bien nhu: thigt bj dien-dien ta, hang thai trang-my pham, sach... Du lieu dugc thu thap bang phuang phap lay mau thuan tien va sau hai thang thu thap, sau khi loai bo cac tra loi khong hgp le ta tong cpng 308 bang phan hoi, tac gia con 193 mau phd hgp cho cac phan tich tiep theo. Thong ke mau cho bigt, ty le nam tham gia khao sat la 41%, ty le nu la 59%, vl dp tuoi, nhom duai 35 tuli chigm 61%, ta 35 din 55 tali chilm 39%, vl thu nhap, nhom co thu nhap duai 10 trieu/tbang chilm 52%, td 10 din 20 trieu chilm 29%, con lai 19% la nhom CO thu nbap trgn 20 trieu/thang.
3.2. Thang do
Thang do cho cac khai niem ly thuylt diu duae
kl thua ta eac nghien cuu tnrac vai mpt so dieu chinb eho phu hgp vai bii canh giao djch a thanh phi H I Chi Minh, Viet Nam. Cu thi, thang do eac ylu tl cua lgi ich mong dgi va su tham gia ciia khdch hdng kl thua ta nghien edit cda Tonteri &
cgng sy (2011), thang do nhgn thitc tiit kiim nd luc va su hdi Idng kl thua tu Bechwati & Xia (2003), va thang do Idng tin vay dinh mua lgi xuit phat ta Kim
& cgng sy (2009).
3.3. Phdn tich dir lieu
Nghign ciiu nay di theo tilp can pho bien gom hai buac trong phan tich ciu tnic toyln tinh (SEM) vai hai mo hinh do luong va mo hinb eiu tnic lin lugt dugc danh gia (Hair & cpng sy, 2014). Vai mo hinh do luang, tmac hit la kilm djnh Cronbach'Alpha va phan tich nhan t l kham pha (EFA) dl danh gia sa bp thang do. K I tilp, phan tich nhan t l khang djnh (CFA) dupe ddng dl kilm djnb dp tin cay ting hgp, gia trj hgi tu, gia trj phan biet va miic do phd hgp chung cda thang do. Voi mo hinb eiu trde, ky thuat SEM vai uac lupng ML (Maximum Likehood) dugc dung dl danh gia dp phu bap ting thg cda mo binh nghien ciiu va cac gia thuygt nghign eiiu da phat bilu. Phin mim dugc chpn la AMOS 22.0.
4. Kit qua
4.1. Phdn tich nhdn td EFA
Trong phan tich nhan to EFA, sau khi loai bo 5 biln CO he sl tai thap, cau trde nhan to cua mo hinh diu phd hop vai eac he so tai nhan to dgu ta 0.666 din 0.954 (> 0.5). Tilp theo, trong kilm djnb Cron- bach's Alpha, cac thang do deu dat do tin cay vai cac be sl tin cay ta 0.764 din 0.909 (Hair & cgng sy, 2014). Trong phan tieh nhan to khang djnh CFA, cac chi so muc do phd hgp cda mo hinb dgu thoa man cac tieu ehuan (Hair & eong su, 2014), cho thay mo hinh de xuat la phu hap voi du lieu thj traang, cu the la: CMIN/df=1.208 (<0.3); TLI=0.967 (>0.9);
CFI=0.972 (>0.9); p=0.004 (<0.005); RMSEA=
0.033 (<0.05); GFI=0.878.
Dp gia trj bpi ty cda thang do thoa man vai cae he sl tin cay ting hgp tu 0.76 din 0.91 (> 0.6) va tong phuang sai trich ta 0.51 din 0.79 (>= 50%) (Bang 1). Cac ten khai niem dugc ma boa trong bang nhu sau: COG= Lgi ich nhdn thiec-, SOC= Lgi ich thuc ddy xd hpi-, PER= Lgi ich thiic day cd nhdn; HED=
Lgi ich sdng khodi; REA= Hdnh vi doc; SHA=
Hdnh vi chia se; EFF= Nhdn thitc tiit kiim nd luc;
SAT= Sit hdi long; TRU= Long tin; REP= Y dinh
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nm
Bang 1. Do gia tri hoi tu cua cac thang do ket qua Cac thang do
Lai ich nhdn thitc - COG (CR=0.81; AVE=0.59 Tang cuong kiln thuc cda minh ve each su dung san phim
Tim dugc cac giai phap v l nhung van de dac biet lign quan dgn san pham Cap nhat nhiing kiln thuc mai ve cac san pham lign quan
Lgi ich xahdi - SOC (CR=0.91; AVE=0.77 Ma rong mang luai quan he cda toi
Tang cuong sy kgt noi voi cac khach hang khac
Tang cuong sy hoa nbap cda toi vao trong cgng dong khach hang Lgi ich cd nhdn - PER (CR=0.89; AVE=0.73) Co cam giac hai long khi gidp da nguoi khac tim higu ve san pham Tang cuong danh tigng cda toi nhu la mgt chuyen gia ve san pham Tang cuong sy tin nhiem vai toi tu cgng d i n g khach hang
Lai ich sdng khodi - HED (CR=0.86; AVE=0.79) Tan huong khoang thai gian thoai mai
Tim duac nigm sang khoai
Hdnh vi doc - REA (CR=0.77; AVE=0.52) Toi thich dgc ve nhimg trai nghiem duac chia se ta cac khach hang khac Toi dpc nhitng thao luan cda mgi nguai dg lay thong tin vg san pham Khi CO nhu can mua sam, toi vao website X de lay thong tin so sanh san pham
Hdnh vi chia se - SHA (CR=0.82; AVE=0.60) Toi chia se thong tin cda minh voi mgi nguai
Toi tra lai nhiing binh luan de ho trg cac thanh vien khac Toi san long cung cap nhitng thong tin can thiet khi dugc ygu cau
Nhgn thitc tiet kiem no luc - EFF (CR=0.81; AVE=0.52) Website X co nhigu tinh nang ho trg giup toi tigt kiem rat nhieu no lyc Toi nhan thay nhung tinh nang ho trg cda website X rat hfl'u ich
Website X co nhung chuc nang gidp toi hoan thanh tihu:ng cong viec raa toi khong the ta lam mot minh
Toi khong nghi viec sd dung nhung tinh nang ho trg co thg tiet kiem nhieu no lyc cho toi (R)
Long tin - TRU (CR=0.76; AVE=0.52) Toi gai gam sy trong cay cda minh vao mpi nguoi trgn website X Noi chung, toi tui taang mpi nguoi trgn website X
Website X nay khign toi co cam giac tin tuong
Su hdi long - SAT (CR=0.79; AVE=0.55) Toi hai long vai website X nay
Website X nay cung cap nhu'ng dieu toi mong dpi a mpt website tot Toi rat hai long khi giao djch tai website X nay
Ydinh mua lgi - REP (CR=0.78; AVE=0.54) Website X nay la nai ly tuang de mua sam
Toi thich viec mua sam tren website X nay
Toi dy djnh tiep tuc mua nhiing san phim tai website X nay
He so tai nhan to chuan hoa
0,745 0,789 0,762 0,838 0,894 0,896 0,864 0,868 0,836 0,954 0,821 0,696 0,747 0,721 0,782 0,762 0,779 0,757 0,703 0,671 0,728
0,705 0,666 0,79 0,767 0,729 0,736 0,739 0,731 0,734 mua lgi. Dp gia trj phan biet eua cac khai niem cflng 4.2. Mo hinh cau true
phu hgp khi phuang sai trich tmng binh (AVE) diu Cac chi sl phu hop cda mo hinh ciu trac diu dap lan ban binh phuang taong quan giua cac khai flng ygu ciu (Hair va cgng sy, 2014), cu thi:
niem. (Bang 2 - chd y gia trj trgn duong cheo la CMlN/df=1.360 (<0.3); TL1=0.943 (>0.9);
phuang sai trich trang binh, con gia trj duoi duong CFI=0.950 (>0.9); p=0.000 (<0.005); RMSEA=0.043 cheo la binh phuang cda he sl ta'ong quan cda hai (<0.05); GFI=0.857. Rieng cac gia thuylt nghien khai niem taong ung). cuu (Hinh 1), trong 18 gia thuylt dupe phat bilu, c6
Sd 23J thdng 9/2016 73
kinliiy>liallrii'ii
COG SOC REP PER SAT TRU HED EFF REA SHA
COG 0,586 0,162 0,123 0,202 0,026 0,095 0,104 0,187 0,148 0,209
Bang 2. Do g SOC
0,768 0,052 0,292 0,004 0,061 0,200 0,148 0,012 0,411
REP
0,540 0,031 0,484 0,164 0,001 0,245 0,081 0,084
la tri phan biet cua cac than PER
0,733 0,023 0,045 0,214 0,142 0,009 0,366
SAT
0,554 0,382 0,038 0,413 0,184 0,069
TRUS
0,522 0,107 0,436 0,127 0,064
g do ket HED
0,792 0,171 0,027 0,098
qua EFF
0,512 0,192 0,174
REA
0,521 0,005
SHA
0,600
Bang 3. Ket qua ciia mo hinh can triic Gid thuyit
Hla H l b Hlc H i d H2a H2b H2c H2d H3a H3b H4a H4b H5a H5b H5c H6 H7a H7b
Quan he
Dgc <—Lgi ich nhan thuc Dgc •*— Thuc day xa hgi Dpc <— Thdc day ca nhan Dgc <— Lgi ich sang khoai Chia se <— Lgi ich nhan thuc Chia se <—Thuc day xa hgi Chia se <— Thuc day ca nhan Chia se •<— Lgi ich sang khoai N T T K N o l u c ^ D p c N T T K N o l y c ^ C h i a s e Long tin •<— Dpc Long tin <— Chia se Su hai long <— Dgc Su hai long <— Chia se Su hai long <— NTTK No luc Sy hai long <— Long tm Y dinh mua lai <— Su hai long Y djnh mua lai <— Long tin
Uac luang chudn hda
0,429 -0,051 -0,128 0,166 0,172 0,434 0,335 -0,058 0,381 0,433 0,404 0,225 0,096 -0,047 0,441 0,359 0,709 -0,033
P
***
0,635 0,256 0,102 0,035
***
***
0,463
***
***
***
0,01 0,366 0,602
**«
***
***
0,746
Kit qud kiem dinh U n g h p Bdc bd Bdc bd Bdc bd Unghp Unghp U n g h p Bdc bd tjnghp Unghg Unghp Unghp Bdc bd Bdc bd Unghp Unghp Ung ho Bdc bo 10 gia thuygt dugc dng hp (p<0.05) va 8 gia thuygt
bj bac bo (p>0.05).
Vg cac tign tl, c6 8 gia thuylt glm nhom HI va H2 vg sy anh huong cda cac tiln tl la lai ich mong dai dgn su tham gia cita khdch hdng o hai hinh thai khac nhau la hdnh vi dgc va hdnh vi chia se. Hai gia thuygt Hla va Hlb diu dugc chip nhan, trong do, sy anh huang cda lai ich nhgn thiec din hdnh vi doc (P= 0.429) thi cao hon so vai hanh vi chia se (P=0.172). Hai ylu tl thiic ddy xd hdi va thiic ddy cd nhdn chi co sy anh huong din rigng hdnh vi chia si va khong co sy anh huong din hdnh vi dgc (gia thuyet H2b va H2c dugc chip nhan, Hlb va Hlc bj bac bo). Tign to cuoi cdng la Igi ich sdng khodi khong CO tac dgng din ca hai hanh vi cda sie tham
gia cita khdch hdng (gia thuyet Hid va H2d bi bac bo).
Cuoi cdng ve moi quan he trang gian giua cac yeu to CO lien quan trong mo binh ciu tnic, kit qua la nhu sau. Kbi kigm tra rigng ding hau tl, thi ca hai thanh phan dgc va chia si deu co tac dgng din nhgn thiec tiit kiim nd luc, Idng tin va sic hdi long. Trong tmang hop co chung ca bai yeu to Idng tin va nhgn thitc tiit kiim nd luc, tbi sit tham gia cita khdch hdng tae dpng duong den su hdi long mpt each trang gian toan phan qua bai ygu to nay (gia thuyet H5a va H5b bj bac bo). Hai ygu to long tin va nhgn thitc tiet kiim nd luc da giai thich dugc 47% sy bign thign cda ygu to su hdi long.
Cuoi cdng, sic hdi long dong vai tro trang gian
So 231 titang 9/2016 74
Hinh 1: Mo hinh ly thuygt sau kiem djnh
(*p<0.05; **p<0.01; ***p<0.001)
toan phan trong sy tac dpng cda long tin dgn y dinh mua Igi (gia thuyet H6, H7a dupe dng hp, gia thuygt H7b bj bac bo). Va a day, su hdi Idng da giai thich duoc 48% sy bign thien cda ygu to y dinh mua lgi.
5. Ket luan
5.1. Thdo luan kit qud
Nghign ctiu nay nham toi la phan tich cac anh huang khac nhau cua bon tien to thupc lai ich mong dgi d i n hai hanh vi doc va chia se cda su tham gia ciia khdch hdng, cflng nhu nhan dien va dinh lugng ro nhflng quan he kha di tu cac hau to cda su tham gia cua khdch hdng, cu the la nhgn thitc tiit kiem nd
luc, Idng tin, su hdi long v a y dinh mua lgi cda hp.
D i i vai bon tign to cda su tham gia ciia khdch hdng, kit qua nghign cim cho thay lai ich sdng khodi khong tac dpng dgn su tham gia va ba tiln t l con lai diu co su tac dpng dgn hdnh vi chia se, trong
khi do hdnh vi doc chi chju sy tac dpng duy nhat ta lai ich nhgn thiec. Kgt qua nay di kha gan vai cong b l cda Tonteri & cgng sy (2011) trong boi canb nghign ciiu khac la cgng dong ao.
Ket qua nghign cim con htiu ich hon nita khi khang djnh hdnh vi dgc c6 muc do anh hucmg dgn long tin va nhgn thitc tiet kiim nd luc Ion hon hdnh vi chia se. 6 day, bai viet nay cung da cho ket qua kha taong ty vai cong trinh cda Chan & cpng su (2010) a do vai boi canh la djch -vu tai chinh co moi quan he trang gian toan phan giira su tham gia ciia khdch hdng va sir hdi long nhung thong qua mot yeu to khac la gid tri cdm nhgn.
Ngoai ra, ben canh yen to Idng tin, nhgn thiec tiit kiem nd hec cflng co tac dgng tryc tiep lam tang su hdi long. Cuoi cung, kgt qua nghien cdn con nhin manh tam quan trgng cda sic hdi long khi ygu to nay vua anh huong tryc tigp dgn y dinh mua lgi, vua giu
Sd 231 tlidng 9/2016 75
kinlilaJ'liatlran
vai tro trang gian toan phin trong quan be giua Idng tin va y dinh mua lgi.
5.2. Bdng gdp vi ly thuyit
Theo do, nghign cuu nay da chi ra dugc ba dilm mai trong nghign cuu djch vu noi rigng va quan trj noi chung. Thu nhit, trong bii canh ta'ong tac tryc tayln hien dai, ly thuylt sd dyng va hai long (U&G) trong truyin thong dugc khang djnh la co y nghTa khi tilp can su tham gia cita khdch hdng theo hai thanh phin cit loi la hdnh vi doc va hdnh vi chia se thong tin cung nhu tao ea sa de nhan dien nhdn thitc tiit kiem nd luc nhu la mpt kgt qua quan trpng khi khach hang khai thac cac phuang tien dya trgn cong nghe trayin thong va may tinh. Thu hai, nghign cuu da chi ra duoc vai tro trang gian toan phan cda nhdn thuc tiit kiem nd luc va long tin trong moi quan he giua su tham gia cita khdch hdng va su hdi Idng cda hp. Va cuoi cung, trong cung mpt nghien cira, bai vilt cung da manh dan kiem chdng bang thyc nghigm quan he giua kgt qua hay Ipi ich cda su tham gia cita khdch hdng ta goc dp cua nha cung cap (nhu su hai long, y djnh mua lai...) va ta goc dp cda ban than khach hang (nhu nhan thuc tigt kiem no luc).
5.3. Hdm y qudn tri
Nghign ciiu nay co thg chi ra mpt so kien nghj cho nha quan trj cda cac website va dien dan giao djch true taygn. Trong hai hanh vi tham gia cda khach hang la doc va chia si, thi hdnh vi dgc tac dpng manh ban dgn long tin, nhgn thitc tiet kiem nd luc, su hdi long va cuoi cdng dan dgn y dinh mua
lgi. Vi vay cac nha quan trj co t h i tang cuong hanh vi nay b i n g each gia tang lgi ich nhdn thitc cua khach hang thong qua viec cung c i p cho khach hang nhilu thong tin bun ich va mang tinh tuc thai vg san phim. Ngoai ra, viee tao ra mpt moi t m a n g eong d i n g ao than thien co thi lam tang lgi ich xd hpi va lgi ich cd nhdn, th do khuyin khich hdnh vi chia se cda khach hang va gian tilp din dgn gia tang ydinh mua lgi. Culi edng, nhdn thiic tiit kiim nd luc la mpt y l u t l rit quan trpng vi no tryc tigp dan den su hdi long cda khach hang, vi vay, cae nha quan trj cin cung cip nhilu tien ich cho khach hang nhat la trong tiln trinh hp tim kilm va tra cuu thong tin san pham.
5.4. Hgn che vd nhiing hu&ng nghiin cuu tiip theo
Han chl ehinh cda bai nghign cuu nay la doi tagng liy m i u chi ta mpt nguon duy nhat la khach hang cda cae websites giao djch true taygn, va ky thuat liy mau la thuan tien. Cac nghien cuu tilp theo CO thi kilm dinb lai tinh t i n g quat cda mo hinb bang cac phuong phap lay mau khac cflng nhu can xem xet cac d i i taong khao sat ta vai nguon khac nhau.
Culi cdng, tac gia nhan thay ngn co thgm nhigu nghign ctiu vg nhirng yeu to kha dT anh huong den nhgn thuc tiet kiem nd luc vi day la mpt khai niem ly thuyet quan trpng co the duac dat trong pham tru gia trj cam nhan cda khach hang bgn eanh eac ygu to trayen thong nhu gia trj tai ehinh, gia trj xa
b6i,...n
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