Cac yeu to tac dong den
y dinh cua khach hang
doi v6i viec chap nhan marketing
mang xa hoi tai Da Lat
NGaVEN THI PHadNG THAO*
NGOYEN HOANG MY**
Tom tat
Muc dich cda nghien cdu Id nham kiem dinh mdi quan he givta Hieu qud ky vgng, Tinh hitu ich, Tdc dgng xd hdi vd Diiu kien vdt chdt de'n y dinh chdp nhdn sd dung marketing mqng xd hoi cda khdch hdng tham gia mua bdn online tqi TP. Dd Lqt. Ke't qud kiem dinh bang md hinh cdu trdc tuye'n tinh (SEM) cho thdy, cd 4 ye'u to tren diu tdc dgng tich cytc de'n y dinh chdp nhdn sd dung marketing mqng xd hdi cda khdch hdng. Thdng qua ke't qud nghien cdu, nhdm tdc gia tie'n hdnh thdo ludn vd dUa ra mdt sdhdm y qudn ly.
Tuf khoa: marketing mqng xd hdi, tinh hvtu ich, tdc dgng xd hgi, hieu qud ky vgng, dieu kien vdt chdt
Summary
The main purpose of this study is to assess the relationship among Performance expectancy.
Perceived usefulness. Social influence. Facilitating conditions and Intention to accept the use of social media marketing of customers buying online in Da Lat city. The result of examining hypotheses by linear structure model (SEM) shows that the aforementioned factors create a positive effect on the consumer's willingness to adopt social media marketing. Based on the finding, the authors provide some further discussion and management implications.
Keywords: social media marketing, performance expectancy, perceived usefulness, facilitating conditions
-i
G101 TH IE U nhdm tac gia tac gia tien hanh nghien ciJu cac yeu to' tac dgng den y dinh cua khach Ngay nay, mgi ngffdi tren the gidi dang giao tie'p, hang dd'i vdi viec chap nhan marketing cdng tac, chia se va lam viec... thdng qua cac nen tang mang xa hdi tai TP. Da Lat.
truyen thdng xa hdi khac nhau, md ra mot thi trffdng,
phffdng thffc va ITnh vffc marketing hoan toan khac biet CO Sd LY THUYET VA PHU'DNG so vdi trffdc day, dd la marketing mang xa hgi. PHAP NGHIEN CLfU
Da cd khdng It nhffng nghien cffu dffdc de xua't bdi
cac bgc gia tieu bieu trong ITnh vifc marketing mang xa Cd sd ly thuyd't hgi dat dffdc nhffng ket qua dang khich le, dien hinh nhff: Mqng xd hdi
Fard va cdng sff (2016); Bounkhong (2017); Noreen Mang xa hgi la mdt khai niem mdi (2016)... Tai Viet Nam cung da cd mdt sd nghien ciiXi dffdc binh thanh trong thap nien cudi ve cac yeu tdanh hffdng den ydinh mua sam trffc tuyen cua the ky XX, bat dau bang sff ra cuangffditieudung, tuy nhien, gan nhff chffa cd ngbien ddi cua CIassmates.com (nam 1995), cffu nao vd boat dgng marketing mang xa hgi, dac biet SixDegrees (nam 1997), ke den la si/
dd'i vdi thi trffdng mua sam trffc tuyen mdi me tai TP. nd rd cua mot loat cac trang mang khac, Da Lat, tinh Lam Ddng. Xua't phat tff nhffng Iy do dd, nhff: Friendster (nam 2002), MySpace,
*TS., Trffdng Dai hoc Da Lat I Email: [email protected]
** Trung tam Dang kiem xe cd gidi tinh Lam Dong
Ngdy nhdn bdi: 01/12/2018; Ngdy phdn bien: 20/12/2018; Ngdy duyet ddng: 25/12/2018
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Kinh te'va Dif tBebo, Facebook (nam 2004) va tai Viet Nam la Yobanbe (nam 2006), Zing me (nam 2009), Zalo (nam 2012)...
Theo quy dinh tai Khoan 22, Dieu 3, Nghi dinh so' 72/20I3/ND-CP, ngay 15/07/2013 cua Chinh phu ve quan ly, cung cap, sff dung dich vu internet va thdng tin tren mang, thi: "Mang xa hgi (social network) la he thd'ng thdng tin cung cap cho cdng ddng ngffdi sff dung mang cae dich vu Iffu trff, cung cap, suf dung, tim kiem, chia se va trao ddi thdng tin vdi nhau, bao gdm dich vu tao trang thdng tin dien tff ca nhan, didn dan (forum), trd chuyen (chat) trffc tuyen, chia se am thanh, binh anh va cac binh thffc dich vu tffdng tff khac".
Mang xa hdi ra ddi da ddi mdi hoan toan each cff dan mang lien ket vdi nhau va trd thanh mdt phan ta't yeu mdi ngay cho hang tram trieu thanh vien khap the gidi. Cac dich vu nay cd nhieu phffdng each de cac thanh vien tim kie^m ban be, dd'i tac, nhff: dffa theo nhdm (vi du, ten trffdng hoac ten thanh phd), dffa tren thdng tin ca nhan (nhff: dia chi e-mail hoac screen name), hoac dffa tren sd thich ca nhan (nhff: the thao, phim anh, sach bao, hoac ca nhac), ITnh vffc quan tam (kinh doanh, mua ban)... Nhff vay cd the hieu, mang xa hdi la mdt dich vu ket ndi cac thanh vien cung sd thich tren internet lai vdi nhau, vdi nhieu muc dich khac nhau. Khi cac ca nhan tham gia vao xa hdi ao, thi khoang each vd khdng gian dia ly, gidi tinh, do tudi, thdi gian trd nen vo nghTa. Nhd vao nhffng ffu viet nay, ma mang xa hdi dang cd td'c do lay Ian chdng mat d mgi Iffa tudi, dac biet la d gidi tre tren toan the' gidi.
Marketing mqng xd hgi
Marketing mang xa hdi la mot ITnh vffc mdi, mdt phffdng thffc kinh doanh mdi lien quan den viec tiep tbi hang boa, dich vu, thdng tin va y tffdng thdng qua cac phffdng tien truyen thdng xa hdi trffc tuyen. Trong khi cac phffdng tien truyen thdng xa hdi cung cap nhffng phffdng phap tmyen thdng tie'p thi ddc dao rieng biet (Toor va cdng sff, 2017), thi marketing mang xa hgi suf dung cac ffng dung truyen thdng xa hgi nhff mdt phan cua tiep tbi.
Hoat dgng marketing mang xa hdi thdng qua cac ffng dung mang trffc tuyen cho phep tao ra thdng tin va sff cdng tac giffa nhffng ngffdi sff dung (Toor va cdng sff, 2017) va thuc day cac cdng nghe di dgng dffa tren nen tang trang webite de tao
mdi trffdng tffdng tac vdi cdng ddng mang (Kietzmann va cgng sff, 2011). Bang each nam bat cac hanh vi trufc tuyen do khach hang tao ra da cho phep cac doanh nghiep dff doan cac banh vi mua sam tffdng lai cua hg chinh xac hdn (Kim va Ko, 2012), tang cffdng dang bai quang ba thffdng hieu (Vries va cgng sff, 2012), thu hut khach hang mdi (Michaelidou va cdng sff, 2011), xay dffng nhan thffc, tang doanh thu va xay difng long trung thanh cua khach bang (Castronovo, 2012). Ben canh dd, viec sff dung cac phffdng tien truyen thdng xa hdi khdng ddi hdi mdt khoan dau tff tai chinh ldn vdi chi phi tffdng dd'i tha'p (Michaelidou va cgng sff, 2011).
Trong nghien cffu nay, marketing mang xa hdi dffdc hieu la viec sff dung cac nen tang phffdng tien truyen thdng xa hdi khac nhau, bao gdm: website, di ddng, ffng dung di ddng... de thffc hien cac boat ddng quang cao, tiep thi, ban hang, hau mai tren mdi trffdng intemet nham dat dffdc nhffng muc tieu ve thffdng mai.
Y dinh chdp nhdn marketing mqng xd hdi cda khdch hdng
Y dinh chap nhan marketing mang xa hdi cua khach hang dffdc nghien cffu bdi nhieu tac gia khac nhau.
Lorenzo-Romero va cdng sff (2011) cho rang, cac van de quan trgng nha't dd'i vdi cac cdng ty la cai tien quy trinh quan ly cua hg trong chien Iffdc marketing de thu hut y dinh chap nhan marketing mang xa hdi cua khach hang. Trong khi do, Pentina va cgng sff (2012) chi ra, viec ap dung marketing mang xa hgi cua doanh nghiep bi anh hffdng manh me bdi anh hffdng xa hdi tff cac chuyen gia, dd'i thu va khach hang khac va vdi cac doanh nghiep vffa va nhd dang sff dung marketing mang xa hdi, anh hffdng xa hdi la mdt ydu to quyet dinh cho viec cd tiep tuc sff dung cdng nghe nay. Ben canh do, Moran (2014) khang dinh, nang life quan sat, cac md'i quan he xa hdi va cdng nghe la nhffng yeu to can thiet cho viec ap dung marketing truyen thdng xa hdi.
Mo hinh nghien ciiu
Ly thuye't thd'ng nha't chap nban va su" dung cdng nghe (UTAUT) dffdc xay dffng bdi Venkatesh va cdng sff (2003) de giai thich y dinh hanh vi va hanh vi su" dung cua ngffdi dung dd'i vdi cdng nghe thdng tin. UTAUT dffdc phat trien dffa tren cac md hinh ly thuyet, nhff: md hinh TRA cua Fishbein va Ajzen (1975), md hinh TPB cua Ajen (1991), md hinh TAM cua Davis va cgng sff (1993), md hinh IDT cua Rogers (1995), md hinh dgng life thuc day MM cua Davis va cdng Slf (1992)... Trong do, TRA, TPB va TAM cd anh hffdng nhieu nha't de'n UTAUT.
Trong nghien cffu nay, nhdm tac gia suf dung md hinh UTAUT de danh gia cac yeu to' tac dgng den y dinh cua khach hang dd'i vdi viec chap nhan si^ dung marketing mang xa hdi tai Da Lat Lam Ddng. Tff dd, tac gia de xua't md hinh ngbien cffu gdm 4 yeu to anh hffdng, dd la: Tinh hiJu ich; Hieu qua ky vgng; Tac ddng xa hgi; Dieu kien vat chat (Hinh 1).
Cac gia thuyet dffdc xay dffng nhff sau:
HJ: Tinh hi?u Ich cd anh hffdng tich cffc den y dinh chap nban markteing mang xa hgi cua khach hang;
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131
HINH 1: MO HINH NGHIEN CCfU
Nguon: D6 xuat cua tac gia
BANG 1: DAC DIEM MAO KHAO SAT Nam
Nil Tons cong Ttr 1 den 5 trieu Ttr 5 den 10 trieu Til-10 den 15 trieu Tren 15 trieu Tong cong Tieu hoc Trung hoc cd s3 Trung hoc phd thong Cao dang - dai hoc Sau dai hoc Tons cong Facebook Youtube Instagram Zalo Twitter Forum Web Blog Tong cons Doc quang cao Xem quang cao Truven mieng tich cu'c Tham gia khao sat Cac hinh thu'c khac Tdng cong
SS'sinh vi@n 124 137 261 28 133 70 30 261 18 42 55 127 19 261 52 32 30 33 15 38 31 30 261 117 47 48 7 42 261
Tv 16 1 %1 47.5 52.5 700.0 10.7 51.0 26.8 11.5 100.0 6.9 16.1 21.1 48.7 7.3 100.0 19.9 12.3 11.5 12.6 5.7 14.6 11.9 11.5 700.0 44.8 18.0 18,4 2.7 16,1 100.0
Nguon: Tdng hdp cua n h o m tac gia
H^: Hieu qua ky vgng anh hffdng tich cffc dd^n y dinh chap nhan marketing mang xa hdi cua khach bang;
H3: Anh hffdng xa hgi cd tac ddng tich cffc den y dinh chap nhan marketing mang xa hgi cua khach hang;
H^: Dieu kien vat chat thuan ldi cd tac ddng tich ctfc den y dinh chap nhan marketing mang xa hdi cua khach hang.
Phffdng phap nghien cu'u
Nghien cffu dffdc tien hanh theo hai giai doan, gdm:
nghien cffu sd bd va nghien cffu chinh thffc.
Nghien cffu sd bg dffdc thufc hien thdng qua phffdng phap phdng van trifc tiep 5 khach hang nham danh gia do gia tri ngi dung, ngdn tff cua cac thang do. Sau dd, tac gia tien hanh khao sat sd bd 40 khach hang de danh gia sd bg do tin cay Cronbach's Alpha, tinh phan phd'i chuan cua cac bien quan sat va phan tich yeu td kham pha (EFA) nham loai cac bien rac lam nhieu hoac sai lech thang do.
Trong nghien cffU chinh thffc, dff Ueu dffdc thu thap bang bang cau hdi dffdc gurt trffc tiep den 300 khach hang tai TP.
Da Lat da va dang thu hffdng cac hinh thffc marketing iaic tuyen tai cac mang xa hgi phd bien nha't hien nay, nhff:
Facebook, Youtube, Instagram, Zalo, Zing, Twitter... Thdi
gian khao sat tff thang 04-06/2018. Sau khi thu ve va lam sach, cdn 261 mlu hdp le suf dung cho phan tieh so Ueu.
Thang do dffdc kiem dinh bang he so tin cay Cronbach's Alpha va phan tich EFA. Sau khi phan tich EFA, tac gia tien hanh kiem tra lai do gia tri (gia tri ph§n biet va gia tri hdi tu) cua thang do, ciing nhff xac dinh sff phu hdp cua cac caii true trong md hinh ngbien effu bang ky thuat phan tich yeu to khang dinh (CFA).
Dong thdi, tinh toan do tin cay tdng hop (composite reUability) va phffdng sai trich (variance extracted). Md hinh cau true tiiyen tinh (SEM) dffdc sff dung de kiem tra cac gia thuyet cua md binh nghien cuii.
Ta't ca cac ky thuat tren dffdc xuf ly bang phan mem SPSS 22.0 va Amos 20.
KET QUA NGHIEN CLfU
Tho'ng k^ md ta
Theo Bang 1, nhin chung, ty le gidi tinh phan bd khdng chenh lech qua nhieu (47,5% nam va 52,5% nff). Ben canh do, ty le khach hang cd thu nhap tff 5-10 trieu chiem ffu the so vdi ty le khach hang cl nhffng mffe thu nhap khac (51%). Thdng ke md ta cung cho tha'y, ty le khach hang dffdc khao sat da phan cd hgc van la cao dang - dai bgc (48,7%); ty le khach hang dffdc khao sat sff dung cac hinh thffc mang marketing khac nhau kha ddng deu, trong do cao nha't la ty le sff dung Facebook (19,9%); da phan cac khach hang suf dung marketing mang xa hgi dffdi hinh thffc doc quang cao la chu yeia (44,8%).
Ket qua thd'ng ke md ta cho thay, dff lieu tuan theo phan phd'i chuan (dffa vao he so' Skewness va Kurtosis). Cac bien quan sat deu cd gia tri trung binh nam trong khoang 2,86 < x < 3,79. Cac tham so Kurtosis va Sknewness deu trong pham vi cho phep dat phan phdi chuan.
Vi vay, cd the sff dung phep ffdc Iffdng ML (Maximum Likehood) de phan tich md hinh bang SEM.
Kiem dinh thang do Ddnh gid sabg thang do
Ket qua kiem dinh do tin cay cua thang do bang he so' Cronbach's Alpha deu dat yeu cau (> 0,6). Tiep theo, tac gia tie^n banh phan tich EFA de rut gon cac bieii quan sat (loai bd bien NKLV03 do he so' tai yeu to nhd hdn 0,5), ddng thdi danh gia sd bd do gia tri hgi tu va phan biet cua thang do trffdc khi tien hanh danh gia thang do bang phan tich
132
n.^ bioKinh Id
CFA. Ket qua cho tha'y, thang do dat do tin cay, do gia tri bdi tu va phan biet. Cu the, he sd KMO = 0,900 > 0,5, nhff vay, dff Ueu phu hdp de thifc hien phan rich EFA. Kiem dinh Barlett cd gia tri Sig. = 0,000 < 0,05, cho tha'y viec phan tich yeu td la phu hdp. 5 yeu td dffdc trich ra deu CO gia tri eigenvalue > I va phffdng sai trich = 62,34% (dat tieu ehuan), dieu nay cd nghia la 5 yeu to dffdc rut ra cd the giai thich dffdc 62,34% sif bien thien cua tap dff Ueu. Nhff vay, thang do dap ffng yeu cau de tiep tuc tien hanh phan tich CFA.
Phdn tich CFA
Kd^t qua phan tich CFA cho tha'y, mo hinh cd 109 bae tff do, gia tri kiem dinh chi-square = 152.089 vdi p-value = 0,004, tuy nhien chi-square/df = 1,395
< 2 dat yeu cau va cac cbi so' chi ra md hinh phu hdp vdi dff lieu thffc te (GFI
= 0,938, CFI = 0,981, TLI = 0,976, va RMSEA = 0,0039). Cd the ket luan, ta't ca thanh phan deu dat tinh ddn hffdng va khdng cd md'i tffdng quan giffa cac sai so.
Do tin cay cua thang do dffdc danh gia mdt lan nffa qua he so' tin cay tdng hdp (Bang 2). Ket qua nay cho tha'y, cac thanh phan cua thang do deu dat yeu cau ve gia tri hdi tu (phffdng sai trich > 0,5) va do tin cay (Idn hdn 0,6).
Cung theo Bang 2, trgng so hdi quy chuan boa cac bien quan sat deu dat chuan cho phep (>= 0,5) va cd y nghia thdng ke khi cac gia tri p deu bang 0,000.
Nhff vay, cd the ke't luan rang cac bien quan sat dung de do Iffdng cac yeu to dat dffdc gia tri hgi tu.
Ket qua kiem dinh gia tri phan biet cua cac thang do the hien trong Bang 3. Cac gia tri nam tren dffdng cheo (in dam) la tong phffdng sai trich cua cac khai niem, cdn cac gia tri khdng nam tren dffdng cheo bang he so tffdng quan binh phffdng. Cd the tha'y, khdng cd bat ky he so tffdng quan binh phffdng nao dffdc gdp chung bdi hai khai niem ldn hdn tdng phffdng sai trich cua cac khai niem nay. Do vay, cac khai niem deu dat dffdc do gia tri phan biet.
Kiem dinh gid thuyet
Dffa vao cd sd ly thuye't, tac gia xay dffng md hinh cau triic myen tinh vdi phep ffdc Iffdng ML, sau dd tien hanh kiem dinh cac gia thuyet cung nhff mffe do phu hdp cua md hinh xay difng vdi dff lieu thi mfdng.
Ket qua cho tha'y, md hinh cau true tuyen tinh xay difng phu hdp vdi dff lieu thi trffdng, the hien qua cac chi so: Chi- square vdi bac tff do la 1,395; df = 109;
BANG 2: DO TIN CAY TONG HCiP VA PHtfdNG SAI TRICH CAC YEU TO Cac khai ni^m
Tfnh hifu ich NKLV04 NKLVOl NKLV02 Tac dong xa hoi TDXH13 TDXH12 TDXH14
Dieu kien vat chat DKVCIO
DKVC09 D K V C l l
Hieu qua kv vong HOKV05
HOKV06 HOKV07 HOKV08
Y dinh chafp nhan marketing mang xa hoi YDCNMAR18
YDCNMAR15 YDCNMAR17 YDCNMAR16
Trong s6' y^'u t6'
0.811 0,789 0,650 0,917 0.785 0.673 0,817 0,814 0,736 0.869 0,661 0.801 0.792
0.802 0,73 0.748 0,815
RA f. n cSv Cronbach^s
Alpha 0,789
0.832
0.830
0.857
0,856
T6ng hgfp 0.796
0,838
0,832
0,864
0,857
Phtfofng sai trich trung binh (AVE)
0,567
0,637
0,624
0,615
0,599
BANG 3: KIEM DjNH GlA TRI P H A N BIET GICfA CAC T H A N H PHAN c A c THANG DO
Tinh hi?u ich Hieu qua kv vong Dieu kien vat chat Y dinh chap nhan Tac dong xa hoi
Tinh hiJu ich
0,567 0,226 0,185 0,359 0,300
Hi^u qua ky vong 0,615 0,034 0,129 0.090
D i l u kiSn vat chfi't
0,624 0,4489 0,198025
Y dinh chS'p nhan
0.599 0,039
Tac dOng xa h$i
0,637 BANG 4: KET QUA KIEM DINH CAC GIA THGVET
Y d i n h chap nhan
Y d i n h chafp nhan
Y d i n h chap nhan
Y d i n h chap nhan
<r
<r
^
<-
Hieu qua ky vong Dieu kien vat chaft Tac dong xa hoi Tinh hifu ich
Trpng sef h6iquy
chuan hoa
0,298 0,348 0,205 0,196
Trong s5'h6i quychuCa c h u ^ hoa
0,238 0,291 0,127 0,174
S.E.
0,053 0,056 0,041 0,062
C R .
4,51 5,162 3,06 2,789
P-value
0,008 0,009 0,018 0,051
Gia thuyd't
H, H4 H3 H,
K e t qua Chap nhan Chap nhan Chap nhan Chap nhan Ngudn: Tinh toan cua nhom tac gia
P-value = 0,004 (<0,05), GFI = 0,938, TLI = 0,976, CFI
= 0,981 (ldn hdn 0,9) va RMSEA dat 0,039 (Bang 4).
Nhff vay, ca 4 gia thuyet ban dau dffdc chap nhan.
Cac ffdc Iffdng deu cd y nghia thd'ng ke d mffe y nghia 5% va do tin cay 95% (rieng gia thuyet Hj do tin cay 90%) va cac be so hdi quy da chuan boa (cac bien da dffdc quy ve ciing mdt ddn vi do Iffdng la do lech chuan).
Trong dd, Didu kien vat chat cd tac ddng Idn nha't (P = 0,348), tiep de'n la Hieu qua ky vgng (|3 = 0,298), Tac ddng xa hdi (P = 0,205) va cud'i cung Tinh hffu ich CO anh hffdng nhd nha't (P = 0,196). Ket qua nay phu hdp vdi cac nghien cffu trffdc do cua Noreen (2016), Boontarig va cdng sif (2012)...
Economy and i orecast Review
133
>*HL:aKi Re'5
KET LUAN VA HAM Y thdng tin, so sanh san pham..., giup khach hang dd dang tiep can va tim kiem Ket qua nghien cffu cho tha'y, ca 4 yeu to: Ket qua ky dffdc san pham phu hdp.
vgng; Tinh hffu ich; Tac dgng xa hdi; va Dieu kien vat Thd ba, xay dffng thffdng hieu, uy tin chat ddu cd tac dgng den Y dinh chap nhan marketing thdng qua chat Iffdng dich vu, chd dO mang xa hgi cua khach hang trifc myen tai TP. Da Lat. cham sdc, bau mai, tiep tbi, canh tranh..
Trong do, Dieu kien vat chat cd tac ddng ldn nha't va nham dem lai bieu ffng tich cifc tff truyen Tinh hvtu ich cd anh hffdng nhd nha't. Tren cd sd dd, mieng trong cdng ddng.
nhdm tac gia de xua't mot sd ham y quan tri, nhff sau: Thd tu, chu trgng dau tff vao sff thuan Thd nhdt, cung cap nhffng gdi dich vu hd trd gia re tien cua trang website, blog, forum..., hay va phu hdp cho khach hang..., tao dieu kien cho hg sff nhffng phffdng thffc, cung nhff phffdng tien, dung cdng nghe va nang cao y dinh chap nhan suf dung cdng nghe khac nham nang cao hieu qua marketing mang xa bdi. trai nghiem cua khach hang, qua dd mang
Thd hai, cai thien phffdng thffc, cdng cu flm kiem lai cho hg nhiJng thdng tin cd gia tri.Q
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