TAP CHJ CONG THIflfNG
ANH HlJdNG CUA
TRUYEN MIENG DIEN TlT (EWOM) DEN QUYET DINH MUA BAT DQNG SAN
CUA NGl/61 DAN VIET NAM
• HOANG HO QUANG
TOM TAT:
Muc dich eua nghidn crfu la xac dinh cdc ye'u to' thudc truyen mieng dien trf (EWOM) anh hrfdng nhrf the' nao de'n quye't dinh mua bd't dpng san gdm cdn hd ehung erf, nha lien ke vd bidt thrf eua ngrfdi ddn Viet Nam. De dat drfde kd't qua ndy, mdt md hinh nghien erfu drfde phat trie'n drfa tien sff kel hdp giffa md hinh chd'p nhan thdng Im (IAM) vd md hinh ly thuye't hanh vi cd kd' hoach (TPB). Kd'l qua phdn tich md hinh ca'u true tuyen tinb SEM vdi 521 quan sdt da chi ra rang 6 yd'u td' thude truydn mieng dien iff: sff tinh thdng, sff tham gia, sff gan ke't, dp tin cay eua ngudn thong tin, chat Irfdng thdng tin EWOM, sd Irfdng EWOM dnh hrfdng de'n sff chd'p nhan thdng tin eua EWOM, tff dd tac ddng dd'n y dinh mua va quyd't dinh mua bd't ddng san cua ngffdi dan Viet Nam. Vdi nhffng ket qua nghien crfu nay, bai vie't se la cd sd khoa hpc dd cdc doanh nghidp, nha kinh doanh bat ddng sdn cd the phdt tridn kdnh thdng tin qua Internet nham phat trien thi trrfdng bd't ddng san d Viet Nam.
Tiif khoa: Truyen mieng didn tii" (EWOM), hdnh vi mua, bCt ddng sdn.
1, Dgt van de
Truyen mieng didn trf (EWOM) trf lau da drfdc danh gid la mpl cong cu liep thi cd sffc anh hffdng (Zhang el al., 2010). Vdi sff phdt trien manh me cua Internet, ngrfdi tieu diing ngay nay thrfdng lim kie'm thdng tin dang lai bdi khdch hang trrfdc day nham tim kiem srf thudn tidn hodc thdng tin cin thid't trrfdc khi quye't dinh mua san pham, dich vu. Cheung &
Thadani (2012) cho rdng internet dd cung ca'p mdt so nen lang rd't phii hdp cho edc dang EWOM nhrf Blog, Forum, Website... Mpt so nghidn ciiu trrfdc day dd cho tha'y anh hrfdng ciia EWOM trf nen tang ndu tren de'n y dinh mua hay quyet dinh mua sam cua ngrfdi dan vd cdc san pham tieu dung phuc vu
cho nhu cau ddi sd'ng sinh boat vdi gid tri vffa va nhd nhrf: didn thoai, quan do, my pham, do gia dung, do didn tti... Trong khi dd, lac dpng cua EWOM dd'i vdi nhffng lai san cd gid tri ldn nhrf ba't dpng san thi chffa nhdn dffdc srf quan tdm chu y. Do dd, tdc gia da thrfc hidn mpt nghidn crfu vd srf anh hrfdng ciia Iruyen mieng dien iff (EWOM) de'n quyet dinh mua bat dpng san eua ngrfdi dan Viet Nam. Kd't qua nghidn crfu ky vpng se ddng gdp them nhffng hieu bid't ve chu de EWOM va cung ca'p nhffng bang chrfng khoa hpc can thie'l giup cho cdc nha kinh doanh ba't ddng san sff dung EWOM trong boat dpng internet marketing ve llnh vffc bd't ddng san mdt cdch hieu qua.
372 So 2 - T h a n g 2/2019
2. Cd SCf ly thuyd't
2.1. Truyen mieng dien td (EWOM) tren mgng xahgi
Mang xa hpi dffdc coi la nhffng nen tdng cffc ky phil hdp cho EWOM (Kim et al., 2014, Erkan &
Evans, 2016). Vdi mang xa bdi, mpi ngffdi cd the chia se f kien ciia bp tiidng qua nhrfng binh ludn, video hoac ehi ddn gian la ba'm "Like" ba't cff mdt thdng tin ndo do. Hdn nffa, bang each share bai vid't, mang xa hoi cdn tao dieu kien cho viec lan truyen EWOM de'n mdt sd Iffdng ldn ngffdi diing (Chu & Kim, 2011). Vdi nhffng linh nang vd srf tien dung nhrf vdy, ngay cang cd nhieu ngrfdi sff dung mang xd hpi dd thu thdp thdng tin tham khao y kie'n ve cdc san phd'm dich vu (Barreda el al, 2015).
Tmyen mieng didn tff trong nghien crfu nay drfdc xem xet d khia canh thdng tin va cd the phdt sinh theo nhieu cdch khde nhau. Ngrfdi dting ed the cd y thong tin ve sdn pham hoac dich vu ma hp dang trai nghidm, lim hieu nhulig ciing cd the vd tinh cung cap thdng tin tham khao cho ngffdi khde bdng cdeh the hidn sd thich cua hp, chang ban nhff trd thanh mpt ngrfdi theo ddi hoac mpl thanh vien trfdng tac vdi cdc bai viel lien quan dd'n sdn phd'm, dich vu thdng qua vide nhd'n Like va vid't ldi binh ludn (Comment) hoac dang bai (Post) cd chrfa ndi dung ldn quan de'n san pham, dieh vu md khdng vi muc dich quang cdo thrfdng mai; va quan trpng nha't la cdc nha tie'p thi cung cd the trfdng tdc ngrfde lai vdi hp bdng each gffi thdng tin thdng qua tai khodn chinh thrfc eua hp trdn ede trang Web iruyen thdng xdhpi.
2.2. Cdc yen td thuoc truyen mi$ng diin td (EWOM)
(1) Sii tinh thong: phan dnh mffc dp bieu bie't ve chuydn mdn dd'i vdi san pham, dich vu ma ngrfdi lidu dung mud'n mua. Theo Park vd Kim (2008), neu khach hang cang tinb thdng tffc la miic dd hieu bie'l cua hp ve san phd'm dd cang cao, khi dd cang lam cho hp trf tin hdn trong quye't dinh mua sam cua minh ma cdng it drfa vao vide tham khao y kid'n ben ngoai.
(2) Su tham gia: pban dnh mrfe dp quan tam thich thu cua ngffdi tidu dung dd'i vdi mpt san pham, dich vu ndo do. Theo Fan vd Miao (2012) thi ne'u mffc dp tham gia tha'p thi eon ngffdi se khdng ed nhieu thdng tin do do se khdng nhan drfpc nhieu hieu biet ve san phd'm, dieh vu dd. Ngrfde lai, ne'u d
mrfe dp tham gia cao thi con ngrfdi se cd dpng Irfc de dpc thdm nhrfng ldi danh gid, binh ludn thdng qua kenh EWOM, qua do ma cd the tim kid'm drfdc nhieu thdng lin phong phii hdn. Va Iffdng thdng tin cd dffdc se giup hp dffa ra quye't dinh mua hang tff tin hdn.
(3) Su gdn ket: the bien md'i quan hd girfa ngffdi gffi tin (ngffdi truyen tin) vd ngffdi nhdn thdng tin EWOM. Theo Fan va Miao (2012) thi md'i quan he ia mdt mdi rang bupc tinb cam ma mpt ngffdi cam nhan hffdng ve ngffdi khac, xud't phdt trf vide thich chia se, tff sd thieh hay Id'i sd'ng. Thffc id' cho tha'y ngrfdi tidu diing se lin trfdng EWOM hdn va dan dd'n quye'l dinh mua nhanh hdn ne'u thdng tin Id tff chinh ngffdi thdn vd ban be ciia ho. Tuy nhien, trong edng ddng trrfc tuyd'n, cac md'i quan he se khdng chi tdn tai girfa ban be hoac ngrfdi than md cdn bao gdm ca ngrfdi la cd nhrfng srf irfdng ddng ve mgi mat nhrf sff quan lam, srf chia se va ldi sdng; do do ddi khi cac tiidng tin EWOM lai drfdc truyen tdi tff ngrfdi la nhirtig lai van dffdc ngffdi lieu dung tin tffdng dd mua.
(4) Dp tin cgy cua nguon thong tin: trong moi trffdng trrfc tuyd'n, ngrfdi ridu dilng it khi cham vao san pham hang hda hoae tid'p xuc trrfc tid'p vdi ngrfdi truyen tin, do dd ngrfdi ridu diing cd the ddnh gid srf lin cay ciia ngudn thdng rin thdng qua danh gia dp tin edy eua cae phrfdng lien truyen thdng vd md'i quan he vdi ngrfdi truyen tin. Theo Cheung el al. (2010), ngudn thdng tin ddng tin cay la mpl ye'u td' drf bdo quan trpng trong giai doan dau khi mdt ngrfdi tieu diing tim kid'm thdng tin ve sdn pha'm hang hda ma hp dinh mua va nd gdp phan vao nhdn thrfc dp lin cay cua thdng diep Iruyen tin tren cac trang web, nd Id mdt yd'u to' quye't dinh trong qud trinh ra quyd't dinh cua ngffdi tidu diing. Sff tin nhiem cua ngffdi tieu diing ve EWOM cbinb Id mrfe dp md ta cdm nhdn mpl danh gid bay mpt nhan xet la ddnh tin cay, phan dnh dung srf that va di trf thffc td'.
(5) Chdt luong thong tin EWOM: chd't Iffdng cua thdng tin la mdt yd'u id quan trpng ma mpi ngffdi sff dung de danh gid thdng tin dffdc truyen de'n, chd't Iffdng thdng tin EWOM se dnh hrfdng trrfc tid'p de'n thai dp cua ngffdi nhan, ddc bidl la trong mdi trrfdng trrfc tuye'n. Nd'u EWOM drfdc cam nhan la cd srfc lap ludn manh me thi ngffdi nhan ihdng tin se phdt trien mpt thdi dp tich cffc dd'i vdi cac thong tin nhdn
TAP CHi CONG THlftfNG
dffdc va hp tin rang do la nhffng thdng tin cd that, dang tin cay. Thffc te cho thd'y, nd'u thdng diep cd chd't Irfdng cao se ldm tang y dinh mua san phd'm, cdn thong diep cd cha't Irfdng tha'p se lam cho ngrfdi tieu dung cam thd'y md ho ve san pham va ddn de'n giam y dinh mua sdn pham.
(6) Sd luong EWOM: la sd Irfdng danh gid hodc binh ludn, nhdn xet vd mdt san ph^m, dich vu nao dd tren ta't ca cac trang Web. Theo Sher & Lee (2009), sd Irfdng thdng lin trdn EWOM trfdng quan dang kd vdi lac dpng cua nd ve hanh vi ciia ngrfdi tidu dimg. Nd'u so' lrfdng EWOM vd mpl san phd'm nao do ma ldn trfc la nhieu ngrfdi tieu dung drfde bid't ve nd. Va nhieu y kid'n ciia ngrfdi lidu diing cd the la mdt tin hieu cho srf ndi tie'ng cua san phd'm.
So' y kie'n cd the dai dien cho so' ngffdi lieu dung quan tdm vdi vide mua trffdc hodc da cd kinh nghiem sff dung. Sd' Irfdng y kidn cd the drfdc coi la mpt chi so ve hidu sua't san phd'm trdn thi trrfdng, vi vay ngrfdi tidu dung ed thd suy ludn ve ehd't Irfdng cua cac san pham drfa iren sd Irfdng EWOM.
3. Md hinh va gia thuyd't nghidn crfu Vi muc tieu nghien crfu la cdc ye'u td cua Iruyen mieng dien tff (EWOM) tdc dpng den quye't dinh mua bd't ddng san cua ngrfdi ddn Viet Nam, do dd md hinh nghidn crfu nhrf sau:
NGUCll TRUYEN TIN Su gan ket Dp tin cay cua ngudn thdng tin
THONG DltP EWOM Chat lupng thdng tin EWOM
Sd lupng EWOM
NGUdlNHANTIN Sy tinh thdng
Sy tham gia
Gia Ihuyd't H2: Mrfe dp quan tam thich thii cua ngffdi ddn ve bd't ddng san cang eao thi thi sff chap nhan EWOM cang eao.
Gia thuyd't H3: Md'i quan he giffa ngffdi truydn tin va ngffdi nban tin EWOM cang gan ke't thi sff chd'p nhan EWOM cang cao.
Gia thuyd't H4: Dp tin cdy eua ngudn thdng tin cang cao thi srf cha'p nhan EWOM cang cao.
Gia thuyet H5: Chat Irfdng thdng tin EWOM cang cao thi srf chap nhan EWOM cdng eao.
Gid thuyel H6: So Irfdng ciia EWOM cang ldn thi srf cha'p nhdn EWOM cang cao.
Gid tbuydi H7: Srf chd'p nhdn EWOM cang cao thi srf tdc ddng eua EWOM de'n y dinh mua bat ddng san cua ngrfdi dan cang cao.
Gia thuyd't H8: Y dinh mua ba't dpng san cd quan he ty le thuan vdi quye't dinh mua bd't dpng san.
4. Phrfrfng phap nghien crfu 4.1. Phid/ngphdp chgn mdu
Ve ddi tuong khdo sdt: la nhffng ngffdi dan da trfng doe, xem vd tim kid'm edc thdng tin qua EWOM de mua ba't ddng san gdm mua nha lien ke, biet thff vd mua can hd chung cff vdi mue dieh dd d.
Ve phgm vi khdo sdt: khao sdt ngffdi dan tai 6 tha nh pho lap trung nhieu khu chung cff, biet thrf vd Sd do 1: Mo hinh nghien cCfu
Ydinh mua
bat d$ng
san
Tff mo hinh nghien crfu trdn, cac gia thuye't nghien crfu se bao gdm:
Gia thuyd't HI: Mffe dp hieu bid't ciia ngrfdi dan ve ba't ddng san cdng cao thi srf chd'p nhdn EWOM cdng cao.
nhd lien ke d Viet Nam, gom: Ha Ndi, Hai Phdng, Hd Chi Minh, Da Ndng, C^n Thd, VQng Tau.
Ve hinh thdc phdt/gdi phii'u khdo sdt: tde gia thrfc bidn theo 2 hinh thrfc sau:
- Hinh thrfc thrf nhd't: tae gia thffe hien khao sdt
374 Sd2-Thang 2/2019
gidn tiep bang vide gffi Email drfdng link cho khach hang thdng qua phan mem Survey Monkey de hp CO the tham gia va thrfc hidn tra ldi 100% tren Internet hoac ngay trdn didn tboai di ddng cua hp.
- Hinh thrfc thff hai: dd dam bao dp chinh xdc cua viec khao sat, thdng qua edc chuye'n edng tdc cua minh, tdc gia tien hanb khao sat trrfc tiep tai nha rieng hay tai ed quan cdng tdc cua mdt sd khach hang d Hdi Phong, Can Thd, Da Ndng, Vung Tau, Hd Chi Minh.
Ve kich thudc mdu: tac gia da sff dung phrfdng phdp chpn mdu cua Tabachnick va Fidell (1996, 2013) theo cdng thffc: n > 8m + 50 (Trong do: n la cd mlu td'i thieu, m la sd' thang do cua md hinb).
Vdi md hinh ngbien cffu gom 31 thang do thi cd mdu tdi thieu phai Id 298. De dam bdo kd't qua nghien crfu ciia ludn dn, tdc gia dd tie'n hanh khao sat online 550 ngrfdi thdng qua phan mdm Survey Monkey trong vdng 6 thdng trf ngay 01/05/2018 ddn ngay 30/10/2018 va ibu ve 521 phieu khao sdt hdp Id (ty Id hdi ddp dat 95%) drfdc silf dung lam dff heu dau vdo. Ky thudt phdn lich chinh la md hinb ca'u triic tuye'n tinh SEM vdi phan mem SPSS 22.0 vd AMOS 22.0.
4.2. Thie't ke phieu khdo sdt
Ndi dung ciia Phid'u khao sal tac gia thid'l ke' thdng qua phrfdng phap nghien cffu dinh tinh bao gom 2 phan: Phan 1 Id thdng tinea nhdn: pban nay gom cac cau hdi nhdm thu thap thdng tin ed nhdn ciia cdc do'i irfpng dffdc khao sal gdm: dp tudi, gidi tinh, trinh dp hpc van, tinh trang hdn nhdn, mrfe thu nhdp, nghd nghiep... Phan 2 la nhdn dinh ve srf anh hrfdng eiia EWOM dd'n quye't dinh mua ba't dpng san: ndi dung cac cau hdi se lap trung vdo vide khao sdt mffc dp ddnh gid ciia ngrfdi dan sau khi da mua bd't dpng san (biel thrf, nha lien ke hay can hp chung erf) thdng qua vide tim kie'm cac thdng tin trf EWOM. Dd do Iffdng ede bid'n nay, tac gia sff dung thang do Likert 5 mffc dp iff 1- Rat khdng dong y dd'n 5- Ra't ddng y, trong dd 3-Binh thrfdng. Cdc thang do dd do Iffdng 6 yd'u td' thude truyen mieng didn tff (EWOM) lac dpng den de'n y dinh mua vd quye't djnh mua bd't dpng san cua ngffdi ddn bao gdm:
(1) Nhdmyd'utd thudc ngrfdi nhan tin EWOM:
gdm 2 hie'n la Srf tinh thong va Srf tham gia. Trong do, Stf tinh thong drfdc do Irfdng bang 4 thang do ma hoa trf TT_1 dd'n TT_4; Srf tiiam gia drfpc do Irfdng
bang 4 thang do ma hda iff TG_1 den TG_4.
(2) Nhdm ye'u to thupc ngffdi truyen lin EWOM: gom 2 bie'n la Srfgan kd't vd Dp tin cdy ciia ngudn thdng tin. Trong dd, Srf gan kdl drfdc do Irfdng bang 3 thang do ma hda tff GK_1 dd'n GK_3;
Dp tin cay cua ngudn thdng tin drfdc do Iffdng bang 4 thang do md hda trf TCTT_1 de'n TCTT_4,
(3) Nhdm yd'u to' thupc ngrfdi thdng didp EWOM: gdm 2 bid'n Id Chd't Iffdng thdng tin EWOM va Sd Iffpng EWOM. Trong dd, Chd't Iffdng thdng tin EWOM drfde do Irfdng bang 3 thang do ma hda trf CLTT_i dd'n CLTT_3; Sd Irfdng EWOM drfde do Irfdng bdng 3 thang do md hdatrfSL_ldenSL_3.
(4) Nhdm bid'n phu thudc cua mo hinh bao gdm 3 bie'n la Srf chd'p nhdn EWOM, Y dinh mua ba't dpng san va Quye't dinh mua ba't ddng san.
Trong dd, Srf chd'p nhdn EWOM drfdc do Irfdng bdng 4 thang do ma hda trf CN_1 de'n CN_4; Y dinh mua bd't ddng san drfdc do Irfdng bang 3 thang do ma hda tff YDM_ldd'n YDM_3; Quye't dinh mua ba't dpng san dffdc do Iffdng bang 3 thang do ma hda lrfQDM_ldd'nQDM_3.
5. Ke't qua nghidn citu
5.7. Kit qua ddnh gid do tin cdy cua thang do Cronbach's Alpha la he sd' drfpc sff dung nham ddnh gia dp tin cay eua thang do. Theo Nunnally (1978) nhrfng bidn cd he so' irfdng quan bid'n tdng phil hdp ldn hdn 0.3 va cd he sd Cronbach's Alpha ldn hdn 0.6 mdi drfdc xem la chd'p nhan drfdc va thich hdp drfa vao nhffng bffdc phan tich tid'p theo.
Bang 1. Ket qua he so Cronbach's Alpha cua cac bie'n
Bien nghien cOu SlI tinh thdng
Sy tham gia Sugani^et Do tin cay cua nguon thong tin
Chat iuong EWOM SoiucngEWOM Sii chap nhan EWOM
Ydinh miia Quyet dinh mua
H$ so Cronbach'sAlpha 0.811 0.809 0.825 0.786 0.779 0.814 0.813 0.837 0.860 Nguon: Ke't qud phdn tich dd liiu
TAP CHi CONG THirifNG
Kd't qua Bang 1 cho thd'y ta't ca cac bien deu cd be sd Cronbach's Alpha Idn hdn 0,7 ndn ta't cd cdc thang do cua edc bid'n cd thd khang dinh la deu dat dp tin cay va dffdc sff dung de phan tich nhan to kham pha tie'p iheo,
5.2. Ki't qua phdn tich nhdn td khdm phd (EFA)
Sau khi dff lidu dd dam bao dp tin edy, cdng vide phdn lich lidp theo la phan tich nhan td khdm pha EFA de dffa ra nhan dinh ve linh bdi lu cua cde nhan id va sd Irfdng cdc nhdn td drfdc drfa ra tff drf lieu khdo sdt. Trong nghidn crfu nay, phffdng phap Principal Component vdi phep quay Varimax se dffde sff dung de phdn tich nhan id'khdm pha.
Bang 2, Ma trqn xoay c a c thang do c u e c a c bien d o c lap Bi«i
TT_2 TT_4 T T J TT_3 TG_2 TG_1 TG_3 TG_4 GK__3 GK_2 GK_1 TCTT_2 TCTTJ TCTTJ TCTT_3 SL_2 SL_1 SL_3 CLTT_3 CLTTJ CI-TTJ Kll/IO = 0.78
1 0.767 0.781 0.755 0.680
2
0.756 0.770 0.734 0.692
3
0.860 0.844 0.851
4
0.767 0.721 0.695 0.678
5
0.860 0.834 0.776
6
0.834 0.770 0.744 J, Sig = 0.000, Phuong sai trich = 56.935. Eigenvalues (6) = 1.743
Nguon: Ket qud phdn tich dd lieu
Kd't qua phdn tich nhdn id khdm pha dd'i vdi cac bie'n dpc lap d Bang 2 cho thd'y: gid tii he sd KMO
= 0.783 > 0.6, kiem dinh Bartlel ddu cho gid tri Sig
= 0.000, dieu nay cho tha'y vide phdn tich cde nhdn id la dam bao dd tin cay. He so Eigenvalues ciia nhdn to' thff sdu bang 1.743 > I cho tha'y sff hdi tu eao cua cae nhan to dffdc drfa ra tff phep phan tich.
He sd tdng phrfdng sai trich cua 06 nhan to bdng 56.935 > 50% thd hien srf bid'n thien cua cdc nhdn td dffdc drfa ra trf phan lich cd the giai thich drfpc 56,935% srf bie'n thien cua dff lidu khao sat ban diu. Gia tri phrfdng sai trich ldn hdn 50%, do do cung dam bao dffdc ydu cau phan tich.
Kd't qua (Bang 3) phan tich nhdn to khdm phd vdi ba bid'n phu thudc trong md hinh nghidn crfu bao gdm hien
"Srf cha'p nhan EWOM, Y dinh mua, Quye't dinh mua" deu cho ket qua td't thd hidn d: He sd KMO lan Irfdt dat gia tri 0.765, 0.748, 0.732 dd'n ldn hdn 0.5; Sig
= 0.000 < 0.5; Gia tii long phrfdng sai trich ciia tffng nhdn to lan lffdl la: Sff chap nhdn EWOM = 64.159 > 50%. t dinh mua = 76.982 > 50%, Quye't dinh mua = 75.417 > 50%; Gid tribe sdhditu Eigenvalues cua nhan td' Srf chap nhdn EWOM = 2.468 > 1, Y dinh mua = 2.392 > 1, Quyd't dinh mua
= 2.301 > 1. Trf dd cho tiia'y, cac bie'n quan sat ban dau bieu dien cho cdc bie'n phu thupc deu hpi tu tai 01 nhan to' duy nha'l. Nhrf vdy, edc thang do cua ca 3 bidn phu thude dat drfde srf hoi tu eao.
5.3. Kit qud phdn tick nhdn td khang dinh (CFA)
Kd't qua phan tich CFA cdc chl tidu do Iffdng dp phu hdp ciia md hinh the hidn trdn ETinh 1 cho thd'y: gia tri Chi-square/df = 2.176 < 3, TLI = 0.942 > 0.9, CFI
= 0.950 > 0.9, NFI = 0.912 > 0.9, GFI = 0.925 > 0.9, he sd RMSEA= 0.042 < 0.08. Vi thd' md binh cd srf phil hdp vdi thi trrfdng. Hdn nffa, kd't qua cdc gid
376 Sd2-Thang 2/2019
Bang 3. Ket qua phan tich nhdn td kham pha ddi vdi cac bien phu thupc Tiiang do
SU chap nhan EWOM Y djnh mua Quyet dinh mua
KMO 0.765 0.748 0.732
Sig 0.000 0.000 0.000
PhUdng sai trich 64.159 76.982 75.417
Eigenvalues 2.468 2.392 2.301
Hinh 1: Ket qua CFA da chudn hda
Chi-square= 866.027 ; df= 398 ; P= .ODO Chi-sqiiare/at = 2.17S GFI= .925; TLI= .942; CFI= .950 RMSEA= ,042: NFI= .912
tri P-value cua edc bie'n quan sat bidu dien cdc nhdn to' deu cd gia tri bang 0,000, cac trpng sd' chuan hda cua cae thang do ddu cao (>0.5), do dd cdc bid'n quan sdt dffde khang dinh cd kha ndng bieu didn td't cho nhdn td trong md hinh CFA va cac thang do cd srf hpi tu cao.
Ngudn: Ke't qud phdn tich dd lieu
5.4. Kit qud phdn tich md hinh cd'u true tuyen tinh (SEM)
Vdi ke't qua ed drfdc d tidn, lac gia tid'n hanh phan lich mo hinb ca'u true de drfa ra ddnh gia ve mrfe dp anh hrfdng ciia edc nhdn td' trong md hinh thdng qua md hinh cd'u true SEM,
Kd't qua phan tich mo hinh cau true tuyd'n tinh thd hidn d Hinh 2 cho tha'y: edc chi tieu do Irfdng mffc dp phu hpp cua mo binh gdm: gid tri Cbi- square/df = 2.208 < 3, TLI = 0.940 > 0.9, CF! = 0.947 > 0.9, NH = 0.908 > 0.9, GFI = 0.921
> 0.9, he sd RMSEA = 0.042 <
0.08 vi Ihe' mo hinh cd sff phu hpp vdi thi irffdng. Hdn nrfa, kd't qua cae gid tri P-value cua cdc bie'n ddc lap deu cd gia tri 0.000, do do cac bid'n dpc Idp ddu thd hidn srf anh hrfdng tdi bien phu thupc la "Srf chap nhdn ve EWOM", ddng tbdi
"Srf cha'p nhdn ve EWOM"
cung tac dpng tdi "Y dinh mua bd't ddng san" va "Y dinh mua" cd tac ddng ldi "Quye't dinh mua bd't dpng sdn" mdt cdch cd y nghTa Ihd'ng ke. Cu thd: Bang 5.
Vdi sff anh hrfdng cua cac yeu td cua EWOM ldi Srf chd'p nhdn EWOM thi yd'u td "Sff tham gia" cd lac dpng manh nha't vdi he sd chuan hda la 0.243, tid'p theo la yeu to' "Dp tin cdy ciia ngudn thdng tin"
cd anh hffdng thff bai vdi hd so' 0,236, thff ba la yd'u id "Sd iffdng EWOM" vdi he sd la 0.230, thrf trf la
TAP CHi CONG THIfdNG
Hinh 2: Ket qua phdn tich md hinh cd'u true tuyS'n tinh (SEM)
Chi-square= 907.310 ; tff= 411 ; P= ,000 Chi-square/df = 2.208 CFI= ,921; TLI= .940; CFI= .947:
RMSEA= .042: NFI= .908
Bang 5. Tong h d p
C_N C_N C_N C_N C_N C_N Y_D_li/l Q_D_M
<—
<—
<—
<—
<-
<—
<—
<—
c a c he so c u a m 6 hinh c d u true t u y e n tinh SEIVl
T_T T_G G_K TC_TT CL_TT S_l- C_N Y_D„M
Estimate .213 .243 .177 .236 .186 .230 .581 .577
S.E.
.027 .029 .018 .028 .025 .025 .051 .044
C.R.
6.863 8.815 8.084 7.821 6.694 8.920 11.171 12.457
P
...
...
...
...
...
...
...
Nguon: Kit qud phdn tich du lieu
yd'u td "Srf tinh thdng" vdi he so la 0.213, thrf ndm Id yd'u td
"Ch^Tt Irfdng thdng tin EWOM" vdi he sd la 0.186, yd'u to' tde ddng tha'p nhat la
"Srf gdn kd't" vdi hd sd 0.177.
Nhrf vay, khach hang cang tham gia nhidu vao EWOM thdng qua cdc binh luan tren cac trang thdng tin cua mang xa hpi hay cdc phan mem thi cang chd'p nhan cao hdn vdi EWOM, viec cdm nhan drfdc dd tin cay eua ngudn thong tin EWOM cung cd'p eho ngffdi ddn ciing khid'n ngrfdi dan tin trfdng vd chd'p nhan cao hdn vdi EWOM. Ke't qua eung chi ra vai trd quan trpng cua "Sd Irfdng EWOM" tdi vide chap nhdn cua ngrfdi dan,nhrfng sd Irfdng EWOM nhieu md chat Irfdng EWOM kem cung se khie'n ngrfdi dan khdng hai Idng. Trf ke't qua phdn tich tien thi phrfdng trinh hoi quy bieu didn mffc dp anh hffdng cua cac ye'u td cua EWOM dd'n sff chap nban EWOM nhff sau:
CN = 0.213* TT + 0.243* TG +0.177* GK + 0,236* TCTT + 0.186* CLTT + 0.230* SL
Dd'i vdi Y dinh mua bat dpng san thi sff chd'p nhan EWOM anh hffdng vdi he sd 0.575, ddy la mffc do anh hffdng khd Idn cho tha'y neu nhff ngrfdi dan chap nhdn EWOM d mffc eao tiii cung co y dinh mua eao. Phffdng trtnh hdi quy ddCc viel nhff sau:
YDM = 0.581* CN Dd'i vdi Quyet dinh mua bd't dpng sdn thi anh hffdng cua Y dinh mua len bid'n nay cd be sd' 0.577 cung d mffc
378 Sd2-Thang 2/2019
anh hffdng ldn, didu nay cho thd'y ngffdi dan cd y dinh mua eiing se cd kha ndng phdt sinh quye't dinh mua. Phffdng trinh bdi quy dffpc viel nhff sau:
QDM = 0.577* YDM
5.5. Ki't qud kiem dinh bang cong cu Bootstrap Kiem dinh Bootstrap dting de kiem tia mffc dp tin cdy eua cdc be so ffdc Iffdng trong md hinh.
Nghidn cdrf ndy sff dung phffdng phap Bootstrap vdi sdlffdng mau lap lai la B =1,500 ngffdi. Gia thuyd't HO: Bias = 0, HI: Bias ?^.
Bong 6. Ket q u a l<iem djnh Bootstrap Parameter
C_N C_N C_N C_N C_N C_N Y_D_M Q_D_M
<—
<—
<—
<—
<—
<—
<—
T_T T_G G_K TC_TT CL_TT S_L C_N
< - ' Y_D_M SE .030 .028 .015 .028 .024 .025 .078 .062
SE-SE .001 .001 .000 .001 .000 .000 .001 .001
li^ean .185 .253 .146 .224 .171 .221 .570 .548
Bias .002 .001 .000 .002 .001 .001 .004 .003
SE-Bias .001 .001 .000 .001 .001 .001 .002 .002 Nguon: Kit qud phdn tich dU lieu
Kd't qua kiem dinh the hien d Bang 6 cd the tha'y rang dp chech tuy xud't hidn nhffng khong nhidu va sff sai lech la khd nho. Vi vay, kd't ludn rang edc ffdc Iffdng tiong md hinh la tin cay dffdc, dong thdi md hinh Id vdn cd sff phii hdp vdi ed mau la ldn hdn la 1.500 ngffdi.
6. Kd't ludln
Kd't qua nghien cffu cho thd'y: cac gia ihuyd't nghien crfu HI, H2, H3, H4, H5, H6 deu drfdc chd'p nhan vdi dp tin cay cao. Dieu dd cd nghia la 6 yd'u td' thupc truyen mieng dien iff (EWOM) gdm: srf tinb thdng, srf tham gia, srf gan kd't, dd tin cdy cua ngudn thdng tin, chat Irfdng thdng tin EWOM, so Irfpng EWOM deu anh hrfdng dd'n srf chap nhan thdng tin EWOM. Dong thdi, cdc gia thuyd't nghien crfu H6, H7 cung deu dffde chd'p nhdn vdi dp tin cay cao. Tffc la cdc sff cha'p nhdn EWOM cdng cao thi sff lac dpng cua EWOM de'n y dinh mua ba't dpng san ciia ngffdi dan cang cao vd Y dinh mua bd't ddng san cd quan be ly Id thudn vdi quyd't dinh mua ba't dpng san •
TAI LIEU THAM KHAO:
/. Barreda, A. A, Bilgihan, A. Nusair, K. and Okumus, F. (2015). "Generating brand awareness in online social network"h. Computers in Human Behavior, Vol.50, pp.600-609.
2. Cheung, C. M. and Thadani. D. R. (2012), "The impact of electronic Word-of-mouth communication: A literature analysis and integrative model" h. Decision support systems, Vol. 54, Issue: l.pp. 461-470.
3. Chu, S. C. and Kim, Y. (2011). "Determinants of consumer engagement in electronic Word-of-mouth (EWOM) in social networking sites "h. International Journal of Advertising. Vol. 30, Issue: 1, pp. 47- 75.
4. Erkan, I. and Evans, C. (2016), "The influence of EWOM in social media on consumer purchase intentions: An extended approach to information adoption" h. Computers in Human Behavior, Vol.61, pp. 47-55.
5. Hodng Trpng vd Chu Nguyin Mong Ngpc (2008). Analysis of research data with SPSS, Vol 1. Hong Due Publisher, Ho Chi Minh, Vietnam.
6. Kim, E, Sung, Y and Rang, H. (2014), "Brandfollowers retweeting behavior on Twitter: How brand relationships influence brand electronic Word-of-mouth" h. Computers in Human Behavior, Vol.37, pp. 18-25.
7. Park. D.H. & Kim, S. (2008), "The effects of consumer knowledge on message processing of Electronic word-of- moulh via online consumer reviews", Electronic Commerce Research and Applications, Vol. 7. No.4, pp.399-407.
TAP CHi CONG THIfOiNG
8. Sher, P. J. & Lee. S. H. (2009). "Consumer skepticism and online reviews: An Elaboration Likelihood Model perspective ", Social Behavior and Personality, Vol. 37, No.l, pp. 137-144.
9. Tabachnick. B.G and Fidell, L.S. (1996). Using Multivariate Statistics, 3rd Edition, Harper Collins Publishers.
New York.
10. Tabachnick, B.G and Fidell. L.S. (2013), Using Multivariate Statistics. 6ih Edition, Boston Pearson. London.
11. Yi-Wen Fan & Yi-Feng Miao (2012), "Effect of Electronic word-of-mouth on consumer purchase intention:
Tlie perspective of gender differences". International Journal of Electronic Business Management, VoLlO, No.3, pp. 175-181.
Ngay nhdn bai: 21/1/2019
Ngay phan bi^n danh gia va su'a chii'a: 1/2/2019 Ngay chap nhdn dang bai: 11/2/2019
Thdng tin tdc gid:
ThS. HOANG H 6 QUANG
Cong ty cd phan Vinpearl - Chi nhanh Ha Ndi
THE IMPACT OF ELECTRONIC WORD OF MOUTH (eWOM) ON THE DECISION OF VIETNAMESE ON BUYING REAL ESTATE
• Master. HOANG HO QUANG Vinpearl Joint Stock Compony - Hanoi Branch ABSTRACT:
This study is to determine hovi' electronic word of mouth (eWOM) affects the decision on buying real estate including apartments, semi-detached houses and villas of Vietnamese. In order to achieve the study's goals, a research model was developed by combining the information acceptance model (IAM) and the model of the theory of planned behavior (TPB).
The results of analyzing die structure of SEM linear with 521 observations show that the electionie word of mouth has six factors including expertise, participation, cohesion, retiability of information sources, quatiiy of eWOM information, the amount of eWOM affects the acceptance of eWOM information. These factors affect tiie intention and the decision on buying real estate of Vietnamese. This study is expected to become a scientific basis for real estate traders and enterprises to estabtish online information channels lo develop the real estate market in Vietnam.
Keywords: Electronic word of mouth (eWOM), buying behavior, real estate.
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