Cac nhan to anh hiTofng den
y djnh mua hang dien tu* gia dung tn/c tuyen cua nhan vien van phong tai TP. Ho Chl Minh
N G G Y E N QUYET THANG*
TRAN MGQC T H A I "
Torn tat
Nghiin cffu ndy duac thffc hiin nhdm xdc dinh cdc nhdn tdva mffc do dnh hudng de'n y dinh mua hdng diin tff gia dung trffc luyen cua nhdn viin vdn phong tgi TP. Ho Chi Minh. Bdng phuang phdp dinh tinh vd dinh Iffgng, ki'l qud nghien cffu chi ra rang, y dinh mua hdng dien tff gia dung trffc luyen cua nhdn viin vdn phong tgi TP. Ho Chi Minh chiu dnh hudng bdi 05 nhan td, bao gom; (1) Nhgn thffc sff hffu ich, (2) Nhdn thffc tinh di sff dung, (3) Gid cd hap ly, (4) Sff tin cdy, (5) Chat luang dich vu. Trin ca sd nghien cffu. nhdm tdc gid di xud't mgt sdhdm y qudn tri nhdm phdt trien dich vu kinh doanh hdng diin tff gia dung trffc tuyi'n tgi TP. Hd Chi Minh.
TH khda; nhdn td dnh hudng, y dinh mua hdng diin tff gia dung, nhdn viin vdn phdng. TP.
Hd Chi Minh Summary
This study is to determine factors influencing the intention to buy home appliances online of office workers In Ho Chi Minh City. By qualitative and quantitative methods, the research indicates that their online purchasing intention is affected by five factors including: (I) Awareness of usefulness, (2) Awareness of ease of use, (3) Reasonable price, (4) Reliability, (5) Service quality. From this finding, the authors propose some administrative implications lo boost the online selling of home appliances in Ho Chi Minh City.
Keywords: influential factors, intention lo buy home appliances, office workers. Ho Chi Minh City GlCfl THIEU didn iLf gia dung cua nhdn vien van phdng lai TP. H 6 Chl Minh, gdp phan giiip ngffdi lieu dung than trgng, Hien nay, mua sdm online dang trd tim hieu ki ve san pham vd doanh nghiep cung cap thanh xu the' cua xa hdi, nhd't la dd'i vdi trffdc khi quyd't dmh mua san pham.
cae nhan vidn vdn phdng. Tuy nhien,
theo Cue Canh tranh va Bao ve ngffdi CO s 6 LY T H U Y E T VA M O H I N H N G H I E N CUU tieu dung (Bd Cdng Thffdng, 2019),
nhflng ndm gan day, cd khd nhi^u khid'u Cd sof ly thuyd't va md hinh nghidn cu'u nai cua ngffdi tieu dung khi mua hang Theo Javadi va cdng sff (2012), y dinh niua hang qua mang, trong dd san pham dien tff gia trffe tuye'n la vide khach hang dffa trdn nhffng kinh dung chid'm so' Iffdng ra't Idn. Da phan nghiem, cdc y kie'n tham khao va dieu kien bdn ngoaj cac khid'u nai deu do cdc san pham dd'n de thu thap thdng tin, ddnh gid cde lffa ehon vd quyet tay khaeh hang cd hinh thffe, chd't Iffdng dinh mua hoae khdng mua mgt san pham nao dd tff khac xa quang cao tren eac website, mdt ngffdi ban (cu'a hang dien tu") thdng qua internet, xual xrf khdng rd rang, bj tray xffdc, Sffhaildnghay khdng hai long sau khi mua va sff dung khdng cd hda ddn ban hdng, hang nhai, san pham se dnh hffdng dd'n hdnh vi mua liep theo cua cha't Irfdng kem... Do dd, bdi vie't nhdm ngrfdi lieu dung (Blackwell va cgng srf, 2001). Qua xdc dinh eac nhdn to anh hrfdng de'n y qua trinh mua sam d tren cd the tha'y rang, y dinh mua dinh mua hang trrfc tuye'n trong linh vrfc hang se anh hrfdng de'n hanh vi mua eua ngrfdi tieu
'PQS, TS., Trrfdng Dai hoc Cong nghe TP. Ho Chi Mmh
"Cong ty TNHH TM & DV Kim Vinh Thanh
l^gaynhgn bdi 25/11/2019, Ngdy phdn bien: 18/12/2019; Ngdy duyel ddng: 20/12/2019
Economy and Forecast Review 115
HiNH: MO HIMH NGHIEM CCTG DE XUAT Nhan thuv str hihi ich
Nhan thiic tinh de sirdung
Chat liryng djch vu
dung (Vu Huy Thdng, 2014). Y dinh la mdt ydu td diing de danh gia kha nang thife hien hanh vi trong tffdng lai (Blackwell va egng sff, 2001). Theo Ajzen (1991), y dinh Id mdt ye'u td'tao ddng Iffc, nd thue day mdt cd nhdn sdn sdng thffe hien hdnh vi. Y dinh mua hang la ke' hoach lffa chgn ndi de mua san pham cua ngffdi tidu dung (Blackwell va cdng sff, 2001). Cdn theo Delafrooz va edng sff (2011), y dinh mua hang trffe tuye'n Id kha nang ehac chdn cua ngffdi lieu dung se thffc hien vide mua sam qua internet.
Ung dung eac ly thuye't lien quan ve y djnh mua hdng trffc myd'n tren the' gidi cung nhrf d Vidt Nam, da ed nhieu edng trinh nghidn effu ve y dinh mua hang trffc tuye'n, nhff: Nghidn cffu eua Javadi va ede cdng sff (2012) cho rang, ede nhan to' lac ddng de'n y dinh mua hang trrfc tuye'n bao gom: (1) Cam nhan srf thich thu, (2) Srf tin cay,^(3) Nhdn thffc srf hffu ich, (4) Danh tie'ng cdng ty, (5) Anh hrfdng xa hdi vd (6) Nhdn thffc rui ro.Cdn nghidn eii^i eua Dabhade (2008) eho rdng, ede yd'u to' anh hffdng de'n quye't dinh mua sdm trffc tuye'n bao gom: (1) Sff tien ldi, (2) Gid ea, (3) Srf lrfa chgn san pham, (4) Sff thoai mdi trong mua sdm va (5) Thdng tin san pham phong phu.
^ Tai Viet Nam, da ed nhieu edng trinh nghien effu ve y dinh mua hang trrfc tuye'n, cu thd' ve mat hang didn iff - gia dung, nhrf: Drfdng Thi Hai Phrfdng (2012), Hodng Qudc Crfdng (2010)... Tff cd sd ly thuye't, nhdm tac gia thao ludn va trao doi vdi cde ehuyen gia de xay drfng md hinh nghidn effu nhrf Hinh drfa tren srf ke' thffa cua md hinh nghien cffu trffdc dd va ed dieu chinh, bao gom cac nhan td': (1) Nhdn thffe sff hffu ich, (2) Nhdn thffc tinh de sff dung, (3) Gid ca hdp ly, (4) Sff tin eay vd (5) Chat Iffdng dich vu.
Cac gia thuye't dffdc dffa ra nhff sau:
Gia thuyd't H1: Nhan thffc sff hiiXi ich eo tae ddng drfdng (+) len y dinh mua hang dien tif gia dung Hire luye'n.
Gia thuyd't H2- Nhdn thffc tinh de sff dung ed tdc dgng dffdng (+) len y dinh mua hang dien tff gia dung trffc tuye'n.
Gia thuye't H3' Gia ca hdp ly co tae ddng dffdng (+) dd'n y dinh mua hang dien iff gia dung trffc tuye'n.
Gia thuye't H4: Sff tin eay ed lac dOng dffdng(+) de'n y dinh mua hang dien tuf gia dung trrfc tuye'n.
Gia diuyd't H5: Cha't Uiong dich vu c6 tdc ddng drfdng (+) len y Jmh mua nang didn tu" gia dung trffe tuyen
Phifcfng phap nghien cffu Dff heu nghien cffu drfdc thu thdp theo phffdng phap chon mdu thudn tien trong khoang thdi gian tff thang 06- 07/2019. Khdo sdt dffdc tid'n hdnh bang phffdng phdp phdng va'n cdc nhan vidn van phdng tren dia bdn TP. ^ ^ ^ , ^ ^ Minh, thdng qua bang edu hdi chi tiet thi tae gia da td' chffc dieu tra phat ra 380 phie'u, thu ve 327 phie'u, sau khi sang lgc cd 33 phie'u hdng, con lai 294 phie'u dffa vao phdn lich.
Thang do Likert 5 mffe do dffdc sff dung de do Iffdng cde khai niem nghien cffu irong md hinh phan tich nhan to vdi mffc do tff 1 dd'n 5 (vdi I: Rd't khdng dong y; 2: Khdng dong y; 3: Tam d6ng y; 4:D6ngy; 5: Rat dongy) (Bdi vie't sH dung cdch vie'l sd thdp phdn theo chudn qudc te).
KETQUA NGHIEN CLfU
K§'t qua kidm dinh dd tin c3y thang do (Cronbach's Alpha)
Ke't qua d Bang 1 eho tha'y, 27 bie'n quan sdt thuge 6 khdi niem (bao gom 5 bie'n ddc lap va 1 bie'n phu thugc) cua md hinh nghien cffu, cd 26 bie'n quan sat dat yeu eau va ed 01 bie'n quan sat (CLDV6) bi loai khdi thang do, ndn 26 bie'n quan sdt nay drfdc drfa vdo de phan tich nhan id' kham phd (EFA).
Ke't qua phan tich EFA Sau khi phdn tich EFA cho cdc bie'n ddc lap gom: 23 bid'n quan sat thude 5 bid'n doe lap da hgi tu len dung nhdn to ma nd do Irfdng, nhrf vay, bie'n thien eua dff Ueu dffdc giai thich bdi 5 nhdn Id'nhff tren. Ta thdy KJVIO = 0.841 > 0.50, thda man yeu cau de thffc hien EFA. Kid'm dmh Bartlett cd gia tri Sig. = 0.000 <
0 05, ma tran tffdng quan la ma trdn ddn Vl, CO nghia la cae bie'n cd quan he vdi nhau nen ta cd thd thrfe hien EFA Hd sd Total Eigenvalue = 1.250 > 1 "(ldn hdn 1) dat yeu eiu. Cdt Eigenvalues % ofVarianee = 5 . 4 3 3 > l , , a „ i , ^ ^ j j ^ g ^ yeu eau. Cumulative '^/r eho w,&', x,\.-,' sai trich la 61.984%. > , w ^ | ' P > l ' " ' " ? nghia la, 61.984% t h . n . „ - , , i f " . " ' " ; ™ lodiidc giii thich b d i c a c b ' f c ' " ' = " ' ' " "
Cac he fe tai nhan t6^-?,;„" i'l™" ^''l- nam trong khoang tiJ 0 .•- • den o'sgfi" an
• '--hon I,, 0.5.
hon so vdi he so tai nh 116
Nhrf vay, eae thang do dat ydu cau ve do gid tri hdi tu va phan bidt (Bang 2).
Tid'n hanh phdn tieh EFA cho bid'n phu thudc, ket qua phdn lieh d Bang 3 ed 1 nhan to' drfdc rut trich ra Id phii hdp vdl gia thuyel ban dau: He sd' KMO bing 0.702 > 0.5, Eigenvalue = 2.336 >
1, phrfdng sai trich bdng 77.852% (ldn hdn 50%). Td't ea cde bie'n deu cd he sd' tai nhan td' cua cde bie'n deu ldn hdn 0.5, nen gifl lai ta't ea cac bie'n ndy.
PhSn ti'ch hoi quy va kiem dinh cac gia thuyet nghidn cu'u
Ket qua phan tieh hoi quy cho thd'y, he sd' R^da dieu chinh la 0.568 > 0.5.
Hd sd nay eho tha'y md hinh phii hdp vdi dfl hdu nghien effu d mffc kha td't, he sd' nay cd y nghia la 56.8% bie'n thien cua Y dinh mua hang didn tff gia dung trffc luye'n dffdc giai thich td't bdi eac bie'n ddc lap trong md hinh nghien cffu, phan cdn lai la do eae bie'n ngodi md hinh nghien cffu giai thich.
Ta thay hd so' VIF cua md hinh < 2 nen khdng xay ra hidn tffdng da cdng luye'n. Ngoai ra, ke't qua phdn tich con cho thd'y, ede bien drfa vao md hinh deu cd y nghTa thd'ng ke d mffe 5% (Sig. <
0.05), he sd'Beta chuan hda (P) eua HI, H2, H3, H4, H5 deu mang gia tri dffdng, nen eae gia thuye't ban dau deu dffdc cha'p nhan (Bang 4).
Vl vay, phffdng trinh hoi quy dang chuan hda ed dang nhff sau:
YDM= 0.243mi + 0.323*DSD + 0.333*GCHL + 0.247*STC + 0.140*CLDV
KET LUAN VA HAM Y QUAN TRj
Sau khi kiem dinh gia thuye't nghien cffu eho tha'y, cd 5 nhdn id'tac ddng theo thff tff giam dan dd'n y dinh mua hdng didn tu' gia dung trffc luye'n cua nhdn vien van phdng tai TP. Ho Chi Minh dd la: 1 - Gia ea hdp ly (GCHL), 2 - Nhan thffc tinh dl su" dung (DSD), 3 - Sff tin cay (STC), 4 - Nhan thffe sff hffu ich (HI), 5 - Chd't Iffdng dieh vu (CLDV).
Tff ke't qua nghien crfu, nhdm tdc gia CO radt so kie'n nghi nhdm phat trien dich vu kinh doanh hang didn tff gia dung trffe tuyen tai TP. Ho Chi Minh nhff sau:
Mdt Id, gia ca hffp ly: Nhdn vien tff van can cung ca'p day du thdng tin ve gid ca, cdc thdng so' di kem, can on dinh gid ca.. Cae hinh thffc giam gid, nhff: giam gia theo mua hay giam gia vao nhffng
BANG 1: KET QUA KIEM DIMH DQ TIM C-^Y THAMG DO
quan sat
T n i D g b i n h t h a n g d o n g i l loai Big'n
Phiftfng sai t h a n g d o n § ' u l o ^ i b i e n
T U U n g a u a n bigii tOng
C r o n b a c h ' s A l p h a nd'u l o 9 i b i ^ n H I I
H I 2 H I 3 H I 4
m^sm 10 0«Sfl
10 1 QfIS 10 1973 N h S n I h i J c t i n h d e s D S D l
D S D 2 D S D 3 D S D 4
q 7.347 g v i P Q 7 3 I 3 QfilSfi G C H L I
n c H i . ? G C H L 3 G C H L 4 G C H L 5
m ^ i n
n snfi
I 2 ' ) 2 3 K I 2 2R23 12 3 9 1 ?
mso4
inR->4
3,1^90 3 4S-1 3 4 4 6 l = i 3 4 6 ^ 6 >
5 3 7 : 6 0 8 6 5 7 6 6 6 2.3?
4 8 8 7 3 6
Sif t i n r-av ( S T P ^ r r n n h a r - h ' s A l n h a ~ n 811 S T C l
S T C 2 S T C 3 .STC4 .STC.')
12 7041 1 l.SAA-y 1 7. 6 4 6 3 n s i f i i 12 7 8 1 7
8 2g^
7.47K 7 2 1 ' 6 6 1 5 . 6 8 6
C L D V I C L D V 2 r i . D V 3 n . D V 4 C L D V 5 C L D V 6
I f i i ^ K ^ I fi 74415 17 0 4 7 6 i f i f i i q r 1 6 7 1 4 3 16.7993
7 R 4 6 7 6 1 1 7.97-;
7 4 5 2 8 15f 9.212
.56C .67C .4R2 .63C .53C -.005
1.680 5 9 5 5 6 5 6 1 7 5 6 9 6 0 8 .843 C L D V I
C L D V 2 C L D V 3 C L D V 4 C L D V 5
Y D M 2 Y D M 3
13 2'i'il 13 4 4 q r 13 7 5 1 7 13 3231 13 4 1 8 4 64.^Hfi 6 4524 6.4422
5 9 8 6 6 0 0 ^ 6 2 6 t 5.H2^
6.55^
69(1 .739 .5.52 701 .57C
.799 .787 8 3 8 .795 831 l.Q8(
1.10^.
1.251 74i 795 652
782 .738 869
BAMG 2: CAC THONG SO PHAM TICH EFA CHO BIEN DOC L ^ P B i S n q u a n s ^ t
C L D V l C L D V 2 C L D V 3 C L D V 4 H I I
S T C l
Phiftfnp s a i t n V h ( C u m u l a t i v e % l
T h ^ n h DhS
1 2 3 1 4
C a c 7 7 4 8 0 9 -696 ,764 .652
8 7 0 8X6 871 81)9
. 6 5 3 .799 .820 82(1 ,666
i P s f i l
.650 .IM
5 8 2 7 6 3 6 7 0
n N h 3 n tfi' 5 1 T d n n h S n 13' a i n h s
.7.3C .781 .668 .738
n Ifi C h a t liTrfng
d i c h v u ( C L D V ) NMn Ihffc sU
hffu i c h ( H I )
Sir t i n c a y ( S T C )
G i a c a h(fp ly ( G C H L )
N h a n thtfc t i n h d e sii* d u n g
( D S D ) 0 . 8 4 1 S m . = 0-000
1.250 5 . 4 3 3 > 1 6 1 . 9 8 4 ( % i
,...Economy and Forecast Review
117
BANG 3: CAC THONG SO PHAN TICH EFA CHO BIEN PHQ THOQC Ma trSn nhfln
YDMI YDM2 YDM3 H§ so' KMO Kiem dinh Bartlett Eigenvalue Phrfcfne sai frich
td NhSn td': 1
.895 ,917 834
NhSn tS'kh^nipfaa Y dinh mua hang dien tff gia dung trifc tuyg'n (YDM)
0.702 Sis. = 0.000 2 336 77.852 (%)
d6i tra hang trong thdi g^'i jiha't dinh.
BAMG 4: HE SO (fCJC LtfONG HOI QOY MO HJNH
B
I Hane so' HI DSD GCHL STC CLDV Bien phu ihu
H^ s& hoi qu]
chu^n ho Sai sd* chu^n
' 0 5 9 164 .276 ,291 168 .119
chifa a
Beta 178 ni9 .042 040 030 ,041
H$so hdi quy da chuan hoa
.243 .323 333 .^47 140
Gia tri ki^m dinht -.330 8.833 6 625 7.339 5.615 2 902
>c YDM
Miic;^
nghia (Sig.) Dung
sai .742 .000 .000 .000 .000 004
Thd'ng k€ da cOng tuy^Tn VIF
.979 622 .718 .984 633
1.0? 1 1 608 1.392 1.017 1.580 [Ntjuon Kei qua phan tich du lieu cua n h o m tac gta
dip ddc biet. Ngoai ra, nha quan tri co the ke't hcfp giam gia nhieu dong san pham vdi nhau.
Hai Id, nhgn thffc tinh di sif dung: Thie't kd' website CO giao dien hdp ly, de tim kie'm san pham, phdn loai san pham va edng cu tim kid'm hidu qua, cd mue thanh todn khi nhan hang, can td'i gian hda cdc bffdc khi dat hang trffc tuye'n, ngoai ra ede website can lffu y edp nhat thffdng xuyen ede thdng tin dang tai tren web, nha't la so' didn thoai vd ede thdng tin khuye'n mai, nd'u cd the, thie't ke' them chd' dg da ngdn ngff (tieng Anh, tie'ng Phap...) eho website nhdm phuc vu cho khach hang nffdc ngodi dang sinh sdng va lam viee tai TP. Ho Chi Minh.
Ba la, nhgn thffc sff hffu ich: Thie't lap tinh nang chup anh san pham, tinh nang quay video san pham,
Neu ban hang tren facebook. zalo thi nha quan tri can lam "ndi" trang facebook cua minh len bang cdch tang Iffcfi Ehich (like) va tang cdc binh ludn eiia khach hang, vidc ap dung cac chffdng tnnh^ khuyen mai kem theo dieu kien chia se (share) bai vie't se rat eo tdc dung va hffu ieh.
Bdn Id, sit Hn cgy vd ~chdt Iffdng dich v^: Trong ITnh vffe kinh doanh \xffc tuydn, de nang eao sff dn cdy thi phai tdng^chat Iffdng dich vu, theo do, cdc nha quan tri phai dam bao day du thdng tm ve san pham, nha eung cd'p, hinh anh san pham, phai cam ke't bao mat thdng tin khdch hang, tai khoan, san pham phai gid'ng nhff trong hinh md ta, dat vd'n d l trung thffc lam tieu chi hang ddu khi ban hang trffc tuye'n, cdc doanh nghiep can tff vd'n nhidt tinh, ehu ddo va chdn that ve tinh nang, mau ma, cha't Iffdng, ehd' do bao hanh.
Ngoai ra, va'n de sau ban hang eung dffdc ngffcfi tieu dffng ra't quan tam va trdng ddi, co the' ddn gian ehi la vide goi didn hoi tham khach hang tinh hinh si5:
dung, nhae nhd khach hang tdi dinh ky bao tri san pham, xde nhdn qua email, smartphone... thdng bao dd'n khdeh hang tie'n trinh eua ddn hang, ndi dai thdi gian dffcfc dd'i tra hang, hinh thffc ddng gdi phai dep, khuye'n khieh ngffcfi tidu dung binh luan trdn facebook se giup cdc bai vid't dffdc nhin thd'y nhieu hdn, giao hang diing han, nhanh chdng va tie't kidm chi phi, nd'u dffdc cd the cho mang hang de'n tan ndi r6i thanh todn sau khi nhan hdng.Q
TALI^mU THAM KHAO _ _ _ _ _ _
^,.}- ^ ' • ^ ^ t ^ ' ' ' ' . " m / ^ ^ ^ ° "^ "^''^' ' ' ^ " ''""^ " ^ ^ *=°"8 "thffdng (2019). Bdo cdo Thuang mai dien tlf Viet Nam 2018 * •
2. Vu Huy Thong (2014). Hdnh vi ngudi lieu dung, Nxb Dai hoc Kinh te Quoc dan
3. Hoang Quoc CUSng (2010). Nghien ciiu cac yeu tSdnh hudng deny dinh sUduiig dtch vu mua ham dien tuqua mang. Luan van thac sy quan tri kinh doanh, TnfBng Dai hoc Bach khoa TP HA rw \A„t.
4. Duang Thi Hai Phirong (2012). Nghien c«u cac nhan to anh hudng den J dinh , 1 7 < „ m,c hiyen cua khach hang tren dia ban thanh pho Hue. Tgp chi khoa hoc Dai hoc Hue tan nm -j/i^ nil 5. Ajzen, I. (1991). The theory of planned behavior, Organizational Bclv,Lr„ / J Decision Processes. Vol 50, No 2, pp. 179-211 "' ""<' '^"'"""
6. Blackwell, R.D., P.W. Miniard & J.F. Engel (2001). Consumer Behavior, ninth edition u 7. Dabhade, A. (2008). Antecedents of Older Consumers' Intemet Shopp,,,, "' " ^ ^ ™ " ' Products: Perceived Risk and Benefits and Shopping Orientation, Unpublished M , !• Vj?^" . Auburn University, Auburn, Alabama, United States ' ' '" hesis,
8. Delafrooz, N., Paim. L. H., & Khatibi, A. (2011). A Research Modeling to I ndersf , • Shopping Intention, Australian Journal of Basic & Applied Sciences, 5(5), 70-77 " '^^ Online
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