Cac nhan to anh hiTorng den
quyet dinh mua hang tri/c tuyen, nhan hang tri/c tiep
tai cac cufa hang The gidri Di dong TP. Ho Chi Minh
LE QUANG mm' NGavlN Liia THANH TAN"
PHAM NGOC TRAJVI ANH'"
Tom tat
Nghien cdu sd dung phuang phdp dinh luang nham xdc dinh cdc nhdn td chd't luang dich vu dnh hudng den quye't dinh mua hdng true tuye'n nhdn hdng trUc tie'p tgi cda hdng The gidi Di dong tgi TP. Ho Chi Minh. Ke't qud nghien cdu cho thdy, cd 4 nhdn td, gom: Su tin tudng; Su phdn hoi; Su ddm bdo; Su cdm thdng; vd Su hitu hinh, dnh hudng de'n quyet dinh mua hdng
true tuye'n nhdn hdng trUc tie'p tgi cda hdng The gidi Di ddng tgi TP. Ho ChiMinh thdng qua nhdn td Trgng thdi cdm xdc.
Tuf khoa: dich vu, chdt luang dich vu, quye't dinh mua, mua hdng trUc tuye'n nhdn hdng trUc tie'p. The gidi Di ddng
Summary ' This paper uses the quantitative method to identify factors of service quality that influence the
purchase decision of click & collect service at The Gioi Di Dong (Mobile World) stores in Ho CM Minh City. The results show that there are four factors, including: Reliability; Response;
Assurance; Empathy; and Tangibility which influence the purchase decision of click & collect service at Mobile World stores in Ho Chi Minh City through the factor of Emotional state.
Keywords: service, service quality, purchase decision, click & collect service. Mobile World
U
Gldl THIEU
Trong nhffng nam gan day, cae nha ban le da kenh dang dan dan chie'm ITnh thi trffdng. Tuy nhien, ben canh eac ldi the' eiia viee van hanh da kenh, eac nha ban le dang phai dd'i mat vdi nhieu thach thffe trong viee phan phd'i va duy tri chat Iffdng dich vu da kenh tich hdp. Rd rang, sff anh hffdng cua dich vu ban le da kenh, cu the' la dich vu mua hang trffc tuye'n nhan bang trffc tie'p len hanh vi mua sam phffc tap hdn so vdi dich vu ddn kenh, vi hanh vi tieu dung da kenh thu nhd ranh gidi eiia cac kenh trffc tuye'n ed die'n va cae kenh vat ly. Nghien cffu nay kiem tra hieu qua eua dich vu mua hang trffc tuye'n nhan hang triic tie'p nhff mdt nhan to bau khdng khi dd'i vdi cae trang thai cam xue eua ngffdi tieu diing va sff phan hdi trong hanh vi lien quan tdi y dinh mua lai.
CO SOf LY THUYET VA PHU'aNG PHAP NGHIEN CLfU
Cdsdly thuyet
Nghien effu eiia Y. C. Hsieh va cong sff (2012) cho rang, cffa hang vat ly dffde mieu ta nhff mdt kenh marketing duy nha't ma doanh nghiep sff dung de tffdng tac trffc tie'p vdi khaeh hang va ngffdc lai. Tuy nhien, theo E. Pantano va 6 . Naccarato (2010), loai kenh nay dang ehuyen ddi sang mdt giai doan da kenh khi doanh nghiep dang dan cung cap nhffng edng nghe ky thuat tffdng tac mdi trong cffa hang de thtfc hien mpt loai hinh dich vu mdi vdi ten ggi Click and Collect.
*TS., **ThS., '"ThS., TrUdng Dai hoc Cong nghe TP. Ho Chi Minh I Email: [email protected] Ngdy nhan bdi: 01/10/2018; Ngdy phdn bien: 15/10/2018; Ngdy duyet ddng: 23/10/2018
66
Kinh tevaDU baoNghien eiiu eua J. C. Sweeney va cdng sff (2001), khi phan tieh chat Iffdng dich vu ttong giai doan gap gd dich vu, da ehi ra rang, gia tri cam nhan va y dinh mua cua khaeh hang bi anh hffdng dang ke' bdi chat Iffdng dich vu. Nghien effu tie'p theo eua V. Zeithaml va M. Bitner (2003) eho rang, cam nhan chat Iffdng dich vu dffde dinh nghia nhff ke't qua cua sif so sanh ky vgng cua khach hang dd'i vdi chat Iffdng dich vu va nhan thffe eua hg ve ke't qua thffe te eua chat Iffdng dich vu dffde cung cap.
A. Parasuraman va cdng sff (1988) de ra md hinh SERVQUAL de do Iffdng chat Iffdng dich vu bao gdm nam nhan to':
sff tin cay, tinh hffu hinh, sff cam thdng, trach nhiem va sff dam bao. Ke't qua nghien eiiu cua E. K. Yarimoglu (2014) cho rang, 5 nhan to nay tffdng thieh vdi 3 nhan to bd sung eua hdn hdp marketing dich vu (3Ps) la dieu kien vat chat, eon ngffdi va quy trinh nham xem xet chat Iffdng dich vu Click and Collect trong bd'i canh bau khdng khi da kenh.
Nghien effu eua I. Ponein va B.M.
Mimoun (2014) eho rang, bau khdng khi cffa hang dffde sff dung nhff mdt cdng cu marketing, cho phep nha quan tri ban le thie't ke' va kiem soat nhffng nhan td' trong mdi trffdng nham tie'p can hanh vi khach hang va tao ra nhffng trai nghiem mua sam tieh eifc danh eho khach hang.
Nghien effu eiia L. W. Turley va R.E.
Milliman (2000) eho rang, mdi trffdng trong cffa hang la mdt md hinh sau dd da dffdc phat trien vdi 5 bie'n sd' mdi trffdng, bao gdm: bie'n so ben trong, ben ngoai, thie't ke va sap dat, khu vffc mua hang va eon ngffdi. Nghien effu nay ke't hdp hai md hinh bau khdng khi de phan tieh nhffng bie'n sd' eua dich vu ban le da kenh, cu the' la dich vu Click and Collect.
Cdng trinh nghien effu ciia A.
Mehrabian va J. A. Russell (1974) cho tha'y md hinh Stimulus Organism Response (S-O-R) va md hinh trang thai cam xiic Pleasure -Arousal Dominance (P-A-D) dffdc sff dung de' giai thich tinh trang cam xiic va hanh vi eiia khach hang trong mdi trffdng xung quanh.
Theo P- K. HeUier (2003), y dinh quay trd lai mua hang de cap de'n sff danh gia ciia ngffdi tieu diing ve viee mua lai hoac trung thanh vdi mgt san pham, dich vu dffdc thie't ke nha't dinh thffdng xuyen hdn trong tffdng lai tff ciing mgt cdng ty.
Dffa vao ed sd ly thuye't tten, nhdm tae gia xay dffng md hinh nghien effU nhff Hinh.
HINH 1: MO HINH NGHIEN CCfU LY THUYET
Sy- tin tirong
Sur ph^n hAi
Su- dSm bdo
Sy- cdm thfing
S y hOii hinh
\ H ,
11, ^
H - /
T r ^ n g thdi cdm xiic
Hfi Quyet djnh tiep tuc sirdMng djch vy
Nguon: De xuat ctia niiom tac gia
PhUdng phdp nghien ciiu
Dd'i tffdng khao sat la khaeh hang da tffng sff dung dich vu mua hang trffc tuye'n nhan hang trffc tie'p tai cffa hang The' gidi Di ddng tai TP. Ho Chi Minh. Thdi gian khao sat tff 01/06/2018 de'n 31/07/2018. Td'ng cdng ed 350 bang cau hdi dffdc phat ra, thu ve cd 316 phie'u hdp le. Phan mem SPSS 20 dffdc sff dung de kiem dinh thang do va md hinh nghien effu. Cac thang do dffde kie'm dinh bang phffdng phap he so Cronbach's Alpha, phan tich nhan tdkham pha (EFA). Phffdng phap phan tieh dff lieu chinh d\X0c sff dung eho nghien effu la phan tieh tren md hinh PATH.
KET QUA NGHIEN CLfU
Ddnh gid do tin cqy thang do bdng He sd'tin edy Cronbach's Alpha
Cd 5 bie'n quan sat khdng dat dffde dd tin cay nen bi loai (RELI5, RESPl, TANG5, EM5, EM6).
Ke't qua do Iffdng 7 thang do thanh phan deu dat yeu cau vdi he sd' Cronbach Alpha > 0,7 va cac bie'n quan sat trong thang do thanh phan deu ed be sd' tffdng quan bie'n tdng > 0,3. Do dd, eac bie'n quan sat ciia thang do nay deu dffde giff nguyen eho phan tich EFA tie'p theo (Bang 1).
Ket qud phdn tich EFA
Vdi phffdng phap Principal Axis Component va phep quay Promax, ke't qua phan tieh EFA lan 1 cho tha'y, bie'n quan sat RELI4 bi loai, vi be so tai nhan to < 0.5.
Ke't qua phan tich EFA lan 2 cho thay, ea 7 nban to deu dffde giff lai theo y dinh ban dau. Kiem dinh Barlett eho tha'y, giffa cac bie'n trong tdng the ed md'i tffdng quan vdi nhau (sig = 0,00 < 0,05). Dong thdi, he soKMO = 0,722
> 0,5, chffng td phan tieh nhan to de nhdm cae bie'n lai vdi nhau la thieh hdp va dff lieu phu hdp eho viee phan tieh nban to.
Cac nhan to' deu cd gia tri Eigenvalues > 1, ed 7 nhan to' dffde rut trich ra tff 25 bie'n quan sat. Phffdng sai trich la 68,96% > 50% la dat yeu eau. Dieu nay cho tha'y, 7 nhan td'rdt trich ra the hien dffde kha nang giai thich dffdc 68,96% sff thay dd'i ciia bie'n phu thudc trong tdng the' (Bang 2).
Ke't qua cac nhan td' dffdc gom lan cud'i nhff sau:
Sff cam thdng cd 4 bie'n quan sat la EMPAl, EMPA2, EMPA3, EMPA4; Sff dam bao ed 4 bie'n quan sat la
Economy and Forecast Review
67
ASSl, ASS2, ASS3, ASS4; Sff hffu hinh ed 4 bie'n quan sat la TANGl, TANG 2, TANG 3, TANG 4; Sff phan hdi ed 3 bie'n quan sat la RESP2, RESP3, RESP4; Sif tin cay ed 3 bie'n quan sat la RELIl, RELI2, RELI3; Trang thai cam xiic ed 4 bie'n quan sat la EMOl, EM02, EM03, EM04; Quye't dinh tie'p tuc sff dung ed 3 bie'n quan sat la RPUl, RPU2, RPU3.
Phdn tich mo hinh hoi quy tuye'n tinh da Men Ke't qua Bang 3 eho thay, gia tri he sd R- la 0,543, nghia la md hinh hdi quy tuye'n tinh da xay dffng phii
BANG 1: KET QGA D A N H GIA DO TIN C A Y THANG DO Thang do thanh ph^n
Suf tin tu'dng Slf plian hoi Su" dam bao Slf cam tliong Sir tii?u hinh Trang thai cam xiic Quyet dinh tiep tuc suf dung
Blg'n quan sat R E L I l , RELI2, RELI3, RELI4 RESP2, RESP3, RESP4 A S S l , ASS2, ASS3, ASS4 EMPA, EMPA2, EMPA3, EMPA4 TANGl, TANG 2, TANG 3, TANG 4 E M 1 , E M 2 , E M 3 , E M 4
RPU1,RPU2, RPU3
Hesd' Cronbach's Alpha
a = 0,730 a = 0,837 a = 0,796 a = 0,859 a = 0,864 a = 0,800 a = 0,770
BANG 2: KET QQA P H A N TICH N H A N TO EFA LAN COOI Blgn quan sat
EMPA4 EMPAl EMPA3 EMPA2 TANG4 T A N G l TANG2 TANG3 E M 0 3 E M 0 4 E M 0 2 E M O l ASS2 ASS3 ASSl ASS4 RESP3 RESP4 RESP2 RELI2 RELIl RELI3 RPUl RPU3 RPU2
NhSn td' 1
,893 ,861 ,767 ,614
2
,807 ,786 ,780 ,772
3
,839 ,768 ,630 ,587
4
,795 ,737 ,713 ,580
5
,865 ,768 ,760
6
,804 ,659 ,536
7
,804 ,697 ,543
hdp vdi dff heu 54,3%. Ndi each khac, 54,3% Trang thai cam xiic la do md hinh hdi quy giai thieh. Cae phan edn lai la do sai so' va eac nhan td' khae. Kiem dinli Durbin Watson = 2,090 trong khoang (1
< D < 3), nen khdng cd hien tffdng tffdng quan eua eac phan dff.
Khi xet tstat va ta/2 eua cae bie'n de do do tin cay, thi cac bie'n ddc lap RELI, EMPA, TANG, RESP, ASS deu dat yeu eau do tstat > 1,9676 va eac gia tri Sig.
the hien do tin cay kha cao, deu < 0,05.
Ngoai ra, he so' VIF eua cac he so Beta deu nhd hdn 10 va be so Tolerance deu
> 0,5 cho tha'y, khdng ed hien tffdng da edng tuye'n xay ra.
Phffdng trinh hdi quy tuye'n tinh da bie'n ed dang:
Trang thai cam xue = 0,283*Sff cam thdng'+ 0,275*Sif hffu hinh + 0,366*Sif dam bao + 0,333 *'Sff phan hdi + 0,261 *Sii tin cay
Ke't qua d Bang 4 cho tha'y, ca 5 nhan td RELI, EMPA, TANG, RESP, ASS deu ed anh hffdng eung chieu de'n Trang thai cam xue. Tffc la khi RELI, EMPA, TANG, RESP, ASS cang eao, tbi Trang thai cam xue cang eao. Ke't qua ciing cho tha'y, nhan to' Sff phan hdi cd sff anh hffdng ldn nha't (Beta = 0,333); nhan to Sff dam bao cd sff anh hffdng ldn thff hai (Beta = 0,306); va nhan to Sff tin cay co Slf anh hffdng it nha't (Beta = 0,261).
Phdn tich mo hinh PATH
Nhan td' Trang thai cam xiic: bien ddc lap
Nhan td' Quye't dinh tie'p tuc sff dung:
bie'n phu thudc
Ke't qua phan tieh hdi quy theo mo hinh PATH (Bang 5) eho tha'y, bie'n Trang thai cam xue cd anh hffdng thuan chieu vdi mffe do vffa de'n bie'n Quye't dinh tiep tue sff dung (R = 0,792), gia tri he sdR^
la 0,628, nghia la md hinh PATH da giai thich dffde 62,8% sif bie'n thien ve Quyet dinh tie'p tue sff dung eua khaeh hang vdi Trang thai cam xue khi sff dung dich vu mua hang trife tuye'n nhan hang trffc tiep
M6 hinh
1
H $ so' R 0,737a
BANG 3: D A N H GIA MCTC DO PHCI HdP CUA MO HINH HOI QUY TUYEN TINH DA BIEN He so'
R^
0,543
He so' R^ - hl$u chinh
0,536
Sai sd' chu^n cua lidc Ivldng
0,555
Thd'ng ke thay dd'i Hg s6' R^ sau
khi d^l 0,543
HfesS'F khi doi 73,774
R&cttt
dot
5
BScttf do 2
310
H $ s 6 ' S i g . F sau khi d^i 0,000 Bien doc lap: RELI, EMPA, TANG, RESP, ASS
Bien phu thuoc: EMO
Hfes6' Durbin- Watson 2,090
Mguon: Phan tich dijf lieu cua tac gia
68
Kinhte vaDU baoI
Kinhte
tai cffa hang The gidi Di ddng tai TP. Ho Chi Minh.
Phffdng trinh hdi quy PATH nhff sau:
Quye't dinh tie'p tue sff dung = 0,792 * Trang thai cam xue
KET LUAN VA KIEN NGHI.
Ke't qua nghien effu eho tha'y, Sff phan hdi cd sff anh hffdng ldn nha't, nhan to Sff dam bao ed sff anh hffdng ldn thff hai va nhan to Sff tin cay cd sff anh hffdng it nha't de'n Trang thai cam xue. Vi vay, theo nhdm tae gia, thdi gian tdi, de boat ddng kinh doanh dich vu mua hang trffc tuye'n nhan hang trife tie'p tai cac cffa bang ban le ngay cang phat trien, cac nha ban le can thffc hien cae giai phap sau:
Mot Id, eac nha ban le nen dieu chinh chie'n Iffde ban le de cd dffdc tbdng tin ve sd thich va thdi quen cua khaeh hang va hieu each khaeh hang tffdng tac vdi tffng kenh mot each ddc lap de cung cap dich vu ban le da kenh tieh hdp td't hdn. Viec sff dung edng nghe tien tie'n eung cho phep cae nha ban le thu thap tbdng tin ehi tie't eua khaeh hang ve cae hanh vi mua sam da kenh khac, sau dd, dffdc sff dung de thie't ke chffdng trinh khach hang than thie't va truyen thdng eua khach hang.
Hai la, de cai thien chat Iffdng dich vu da kenh, kha nang hien thi va do tin cay can dffde can nbac bang each dam bao cae ed sd vat chat, thie't bi va tai lieu truyen tbdng cung nhff cac diem tie'p xue mdi, eac trang website, mang xa hdi nham thffe hien dich vu da hffa mdt each
BANG 4: CAC THONG SO THONG KE TRONG MO HINH HOI QUY BANG PHUdNG PHAP ENTER
Md hinh
(Hang so') EMPA TANG ASS RESP RELI
H£ so' chtfa chu^n hoa B
-1,724 ,283 ,268 ,294 ,307 ,296
Sai sd' chu^n ,267 ,039 ,037 ,039 ,036 ,046
H$so chuS'n hoa
Beta
,283 ,275 ,306 ,333 ,261
t
-6,460 7,353 7,153 7,580 8,578 6,455
Sig.
,000 ,000 ,000 ,000 ,000 ,000
Thd'ng ke da cdng tuye'n Hd sd'
Tolerance
,993 ,993 ,905 ,978 ,901
He sd' VIF
1,007 1,007 1,105 1,023 1,110 Bien phu thuoc: EMO
BANG 5: DANH GIA MCfC DO PHU HCJP CUA ivlO HINH HOI QUY TUYEN TiNH (PATH)
Md hinh
1
Hesd' R
0,792^
He sd' R^
0,628 He sd'
R^- hi^u chinh
0,627
Sai sd' chu^n cua \i6c
liidng 0,423
Thd'ng ke thay d^i Hg sd'
R^sau khi d^i
0,628
Hesd'F khi dd'i 529,643
BSctrf d o i
1 Bac ttf
do 2 314
Hd sd' Sig. F sau
khi dd'i 0,000 Bien doc lap: EMO; Bien phu thuoc: RPU
Ngu6n: Phan tich du" iieu cua tac gia
dang tin cay va ehinh xae. Dieu nay nen dffdc coi la mdt phan eua mdt chie'n Iffdc ban le da kenh tieh hdp trong giai doan tang trffdng thi trffdng sdm, giai doan trffdng thanh hoac suy thoai vi cac nha ban le can thieh ffng vdi nhffng thay ddi trong viee ddi mdi cdng nghe.
Ba la, ke't qua eung eho tha'y, Sif hai long va Sff thieh thu ed tae ddng dang ke de'n quye't dinh tai sff dung dich vu cua khach hang tai cffa hang. Do dd, de' ed the cai thien doanh sd', sif trung thanh cua khaeh hang, trffdc he't nha ban le can tap trung cai thien chat Iffdng dich vu da kenh nham tao ra nhffng trang thai cam xiic tieh cffc danh eho khaeh bang.Q
TAI LIEU THAM KHAO
1. Le Quang Hung (2017). Phdn tich dit lieu trong kinh doanh, Nxb Dai hoc Kinh te'TP. Ho Chi Minh 2. A. Mehrabian, and J. A. Russell (1974). An approach to environmental psychology, Cambridge, MA: MIT Press
3. V. Zeithaml, and M. Bitner (2003). Service Marketing: Integrating Customer Focus across the Firm, New York: McGraw-Hill
4. P. K. Hellier, G. M. Geursen, R. A. Carr, J. A. Rickard (2003). Customer repurchase intention, a general structural equation model, European Journal of Marketing, 37(11/12), 1762-800
5. E. Pantano, and G. Naccarato (2010). Entertainment in retaiUng: The influences of advanced technologies. Journal of Retailing and Consumer Services, 17(3), 200-204
6. A. Parasuraman, V. A. Zeithaml, and L. L. Berry (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1), 12-40
7. I. Ponein, and B. M. Mimoun (2001). The impact of e-atmospheries on physical stores.
Journal of Retailing and Consumer Services, 21(5), 851-859
8. J. C. Sweeney, and G. N. Soutar (2001). Consumer perceived value: the development of a multi-items scale. Journal of retailing, 57(3), 49-67
9. L. W. Turley, and R. E. Milliman (2000). Atmospheric effects on shopping behaviour: A Review of the Experimental Evidence, Journal of Business Research, 49(2), 193-211
Economy and Forecast Review
