P H A T T R I E N K I N H T E
^So 250, T h a n g T a m nam 2011 EcowoMC oivrnyMBfl BtWW
Dir DjNH suf DUNG INTERNET Di DONG
•
Md RONG MO HINH
CHAP NHAN CONG NGHE
NGUYEN THI IVIAI TRANG* & PHAM NGQC THAO VI*
Nghien cdu ndy xem xit mgt sd yiu td dnh hiidng din dp dinh sd dgng Intemet di dgng tgi VN. Md hinh nghiin cdu diipc dpa c& bdn tren md hinh chdp nhgn cdng nghf (Technology Acceptance Model TAM). Md hinh diipc kiim dinh voi 202 khdch hdng tpi TPJICM. Kit qud nghiin cdu cho thdy tinh hdu ich, sp thich thd, vd tinh cdch tdn dnh hiidng din dp dinh sd dpng Internet di dgng. Kit qud con cho thdy tinh di sddpng khdng dnh hiidng din xu hiidng sd dpng ngdn hdng trpc tuyin.
LGiditliifu
Cimg vdi tiem nang phat trien cua cdng nghe thdng tin 3G tai VN, Intemet di ddng dupe dul doan la cdng nghe bung no manh me thdng qua tfe dp dang tfing tnfdng chdng mat cua nd so vdi Intemet tren ina.y tinh truyf n thd'ng. Theo dyf doan cua Morgan Stanley, chi trong vdng 5 nfim nda thdi, sf ngUdi dimg online td cac thift hi di dpng se vUpt qua sf ngUdi ngf i PC de lUdt Web (Vietnamnet, 2009). Hun nda, theo thfng ke nUde ta ed khoing 25% dan sf sd dung Intemet vfi khoang 30 trieu ngUdi sd dvmg didn thoai di dfng (Bd Thdng tin vfi Truyfn thdng), difu nfiy cho thiy tiem nang cua dich vu nay rat ldn. Vdi dvf doan nay, nhiing dng dvmg phat trien cua hai linh vvfc Intemet va dien thoai di ddng se dupc ke't hpp hifu qua vifpt trpi trong thdi dai cdng nghf Intemet di dfng. Cuoi nam 2009, elc cfng ty vifn thfng nhU VinaPhone, Viettel, va MobiFone da trd thanh nhOmg nha mang di dfng
tien phong khai tnfPng cdng nghe 3G. Dieu nfiy da danh dfi'u mdt giai doan phfit trien mdi eua linh vvfc thdng tin di ddng cua VN thdng qua vide cho phep thud bao di ddng cd the sd dvmg cac dich vu da phuung tidn tien tifn vfi phong phd, vi du nhU: Intemet di dfng, video call, mobile camera, mobile TV. vfi 3G Portal.
Nhifu nghifn cdu da tap trung vao cac yfu tf I n h hudng de'n vide chfi'p nhfin cdng nghe thdng tin hofic Intemet td nhiing nfim tnfdc (vi du:
Davis & cdng svf, 1989; Taylor & Todd, 1995). Md hinh chfi'p nhfin cdng ngh$ (TAM) da dupe dng dvmg trong nhieu nghifn edU de dvf bfio va hieu dupe nhfin thdc cua ngudi sd dvmg ve vifc sd dvmg he thfng vfi k h i nfing chfi'p nhan hd thfng online (Lee, 2009; Hsu & cdng svf 2006) vfi cho thay md hinh TAM Ifi md hinh thich hpp de giai thich eho dvf dinh sd dving Intemet di dpng. Do dd, bai nghien edU nay sd dvmg hai khai niem nghien Cliu phf bie'n trong md hinh TAM la tinh d l sd
. Trudng Dai hpc Kinh t f - Luat
**: Trudng Dai hpc Bach khoa TP.HCM NGHIEN CUU& TRAO odi 3 0
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dung vfi tinh hOU ich, nghifn cdU cdn xem xdt thfm hai yfu tf mdi dd lfi tinh thich thd v l tinh cfich tfin. Cvi the, nghifn cdu xem xft mdc df Inh hudng cua cfic yfu tf df'n dif dinh sd diing dich vu Intemet di dfng cua ngUdi VN. P h i n tifp theo cua bfii vift nfiy bao gfm: (1) cP sd 1;^ thuyft v l mf hinh nghifn edU, (2) phUUng p h i p nghifn cdU, (3) hfim y cho n h l quin tri, cung nhU ban chf v l cfic nghifn cdu tifp theo.
2. Ctf sd ly tiiuylft v i md iiinii ngiiidn clhi
Cd khfi nhifu nghifn cdu dfi xem xdt yfu tf anh hudng dfn vifc chfi'p nh|in cfng nghd thfng tin. Cfic nhfi nghidn cdU trong linh vvfc cfng nghf thdng tin dfi sd dung nhifu ly thuyft df dvf dofin xu hudng chfi'p nhfin cdng nghd thdng tin, vi dvi nhU: Iy thuyft hanh dfng hpp ly, mf hinh chap nhfin cdng nghe, thuye't ddng cP thdc day, thuyft hanh vi dvf dinh... Mf hinh chfi'p nhfin cfng nghf (Technology Acceptance Model TAM) dvfa trfn ly thuye't vf hanh dfng hpp ly (TRA) cua Fishbem & Ajzen (1975). Mf hinh TAM dfi sd dung rdng rai trong cdng nghd thdng tin va dng dung trong nhieu linh vvfc khfic nhau, vi du nhU:
kiem dinh svf chfi'p nhan cdng nghe mfiy tinh (Davis & cdng svf, 1989), thanh tofin qua difn thoai di ddng (Amin, 2007), hay chinh phu di^n td (Sang & cpng svf, 2009).
Md hinh TAM xem xet hai tifn to dfi vdi vi^c chap nhan cdng ngh^ lfi tinh hdu ich vfi tinh de sd dvmg. Tinh hifu ich vfi tinh df sd dvmg anh hudng de'n thfii df sd dung h$ thd'ng, vfi anh hudng df'n dvf dinh sd dung h§ thfng, vfi td dd, xac dinh vifc sd dung he thfng cfng ngh$. Mf hinh nghifn cdU de xufi't dvfa vfio mf hinh TAM vdi bifn phu thufc la duf dinh sd dung Intemet di dfng. Cac bie'n dfc lap bao gfm: tinh hdU ich, tinh df sd dung, svf thich thu, tinh cfich tan cua
cfi nhfin. P h i n tifp theo sd gidi thi^u cp sd ly thuyft cua cfic khfii ni^m nghifn cdU vda ndu trfn.
2.1 Dp dfnh sddpng
Duf dinh sd dung 11 thai df hUdng vf sif chip n h i n sing kifn v l xult p h i t td nifm tin cfi nhan cho r i n g vi^c chfi'p n h i n sfing kifn se dan de'n kft qui nao dd. Dvf dinh bifn thfinh hanh vi se xly ra nfu cfi nhfin cd dfinh gifi tich cvfc vf vide thifc hifn hfinh vi (Ajzen, 1991). Ndi cfich khac, cfic nghifn edU trUdc dfiy da kifm dinh vfi ung ho kft qui lfi cd mfi quan hd chfit che gida dvf dinh thvfc hidn mft hfinh vi vfi hfinh vi thvfc sif (Kim &
cfng svf 2008). Vi vfiy, dvf dinh sd dung (Behavioral Intention) cd xu hudng din den hfinh vi thvfc svf (Actual Behavior).
2.2 Tinh hdu ich
Tinh hdu ich la cam nhfin cua khfich hang xua't phfit td nifm tin tUdng dich vu se ho trp con ngUdi giai quye't nhiing van de trong cfng viec nhfim cai thien kft qui cfng vifc. Trong nghien cdu nfiy, tinh hClU ich lfi mdc dp mfi cfi nhfin tin r i n g sd dung Intemet di ddng se gidp cai thien kft qui cfng viec va cac boat dpng hfing ngfiy cua cfi nhfin dd. Nghien cdu ban lfim tnidc dfiy xem xet md'i quan b? gida tinh hdU ich vfi dvf dinh sd dung Intemet di dfng (Cheong & Park, 2005) va khfing dinh tinh hdU ich lfi yfu to cf tfic ddng d i n g ke df'n xu hUdng hfinh vi sd dvmg. Dieu nay cho thay khi mpt ca nhan nhfin thiy dUUc sif hd trp die Ivfc cua Intemet di dfng trong cfng vide hfing ngfiy thi hp se cd dvf dinh sd dung cdng nghf nfiy. Vi vfiy,
HI: Cd moi quan hi dUOng gida tinh hOu ich vd dp dinh sd dung Internet di dpng.
2.3 Tinh di sd dpng
Tinh df sd dvmg 11 "mdc dp ma mdt ngUdi tin r i n g sd dvmg mft hf thong dfic bift nao Tio se
P H A T T R I E N K I N H T E
-?So 250, Thang Tam nam 2011 tCONOUKtXVtUWtHl
khdng can nd Ivfc ve the chat vfi tinh than."
(Davis, 1989, trang 320). Dfi khi, cfi nhfin cd thf nhan ra tinh hdU ich cua mft cdng nghe mdi, nhung hp cung phat hien ra svf khd khfin khi sd dung cdng nghe nay (Davis, 1989). Difu nfiy cho thay sif phdc tap cua mdt he thfng cfng nghf nao dd cd the la rao can vide cha'p nhfin mdt cdng nghe mdi (Rogers, 1995). Tinh d l sd dung dfi dupc cfic nghifn cdu tnfdc xem xet nhU lfi mdt trong nhdng yd'u to anh hudng dfn dvf dinh sd dung cfng nghd thfng tin, trong dd cd Intemet di ddng (Yeow & cdng svf, 2008; Cheong & Park, 2005). Do dd:
H2: Cd mdi quan he ducmg giita tinh d l sH dung vd dp dinh svC dung Internet di dpng.
2.4 Sp thich thd
Svf thich thd de cap de'n mdc dp ma ngUdi sd dvmg may tinh elm nhan dupe svf thd vi khi sd dung nd (Davis & cdng svf, 1992). Vi Intemet thudng dupe sd dvmg khdng chi cho cdng vide hang ngay ma cdn gidp ngUdi sd dung ve nhu cau giai tri vfi tim kifm thdng tin de thu gian. Do dd, mpt sf nghien edU tnfdc day da xem xet tam quan trpng cua khai nifm nghien ciiU nay va vai trd cua nd trong I n h hudng dfn dif dinh hfinh vi.
Vi du, nghien ciifti cua Nysveen & cdng svf (2005) tim thay sif thich thd cd anh hudng tich cifc dfn du dinh sd dung dich vu chat di ddng (Mobile chat services). Hay nghien cdU cua Cheong vfi Park (2005) cho thay sif thich thu la mdt trong nhifng nhfin tf anh hudng tnfc tifp dfn dvf dinh sd dimg Intemet di dfng. Do dd,
H3: Cd moi quan hi duang giOa sU thich thu vd du dinh sit dung Internet di dpng.
2.5 Tinh cdch tdn cua cd nhdn
Tinh each tan dUpe xem nhU tinh cfich vd'n cd trong chinh ban than mdi ca nhan nhUng d mdc eao hay tha'p vi ngUdi tidu dung chip nhan nhQng
thd mdi dvfa theo kinh nghifm ca nhan cua hp (Citrin & cpng sif, 2000; trich td Chiu & cpng svf, 2005). Tinh cfich tan cua ca nhan la mdc dp ma mdt ca nhfin ra quyft dinh vl mdt vfi'n dl lien quan dfn svf doi mdi hofin tofin dfc lap vdi kinh nghidm truyin dat td nhiing ngUdi khac hay td nhiing vfi'n dl khac (Rogers, 1995). Tinh each tan cua ca nhan cdn bifu hidn thdng qua vide sin long sd dung thd bfi't ky loai hinh san pham hoac cdng nghd mdi nao. Do dd, nd dupe xem nhU eu sd ly thuye't vl thai dfl nhan thdc cda ngUdi tieu dung trong vide sd dung cdng nghe thdng tin (Chiu & cdng svf, 2005). Cae ket qua nghien cdU trudc day (Chiu & cdng svf, 2005) cho thay cd mfi quan he dUPng gida tinh each tan cua ngUdi tieu dung den dvf dinh mua hang tnfc tuyen. Sd dung Intemet di ddng va dich vu mua hang qua tnfc tuyen cd nhiing diem tUPng dong do chung la nhiing dich vu cdng nghe hien dai chua pho bifn nhifng diu cd lien quan de'n viec sd dimg Intemet hay dien thoai di ddng. Do dd:
H4: Cd moi quan he duang giOa tinh each tan cua cd nhdn vd dU dinh sH dung Internet di dpng.
I
3 . i>iiiiliDmg piiap ngiiiSn cihi
3.1 Thang do
Ta't ca cfic thang do cfic khfii niem nghien cdu trong md hinh diu la thang do da bie'n, dang Likert, nfim diem td 1 (hoan toan khdng dfng y) df'n 5 (hoan toan dong y). Thang do cua cac khai niem dvf dinh sd dung, tinh hdU ich, tinh de sd dimg, vfi svf thich thd dvfa tren thang do cua Cheong & Park (2005). Thang do tinh each tan ca nhan dvfa tren thang do cua Chiu & cdng svf (2005).
3.2 Mdu
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Mau dupc chpn theo phUPng phfip thu^n ti^n vfi dfi tupng nghidn cdU chinh lfi nhdng ngUdi sd hdu dien thoai di dfng vfi cd hifu bift vf dich vu Intemet di dfng. Cd 250 b i n g cfiu hdi thu th^p dupe gdi di. Tuy nhifn, trong sf nfiy cd 48 bing bi loai do cd nhifu f trfng trong bing clu hfi.
Cuoi cung, mlu nghifn cdu cd tfng cfng 202 bing cfiu hdi hup lc. Trong mlu cd 52% nam vfi 48%
nd, dp tufi td 24-29 chifm ty 1^ cao nhl't 58,9%, sau dd df'n nhdm tufi 18-23 chifm 24,8%.
3.3 Phdn tich dd li^u vd kit qud
Cfic thang do khfii ni^m nghidn cdu tnfdc tifn dupc dfinh gifi bfing hf sf tin c$y Cronbach's alpha vfi tifp tuc dUpe kifm dinh thfng qua phuung phfip phfin tich nhfin tf khfim phfi EFA (Principal Components vdi phfp quay Varimax).
Phuung phfip hfi quy bfi dupc sd dung de kiem dinh mf hinh ly thuyft vdi cfic gii thuyft.
Ke't qui cho thiy Cronbach's alpha cua cfic
thang do dfu dat yfu clu (Cronbach's alpha
>0,75). Kft qui EFA cho t h i y cd mft bifn do ludng cua k h i i ni^m tinh df sd dung bi loai do cd trpng sf n h i n tf nhd (<0,5) vfi mft bifn cua khai nidm svf thich thd do h^ sf t i i cua bifn nfiy ldn hai khfii ni^m nghifn edU lfi svf thich thd vfi tinh cfich t i n cua c l nhfin dfu cao ndn bi loai. Khi loai bifn nfiy, cfic thang do cdn lai trong dfu dat ydu clu (tfng phUPng sai trich = 70,88 tai Eigen- value = 1,003; trpng sf nhf n h i t = 0,548) (Bing 1).
Kft qui hfi quy bfi cho t h i y tinh df sd dvmg khfng cd tfic dfng vfio dvf dinh sd dvmg Intemet di dfng (p > 0,05). Cung theo kft qui, tinh hCfU ich, svf thich thd, vfi tinh cich tfin cua cfi nhfin t i c dfng duung cd ^ nghia thd'ng ke len dvf dinh sd dung Intemet di dfng (theo thd tvf: p =0,310, p
<0,000; p=0,198, p <0,001; vfi p=0,471, p <0,000).
Thfm vfio dd, k h i nfing giai thich cua md hinh nghifn ciiu nfiy lfi 58% (Bang 2).
Bfing 1. Ket q u i Cronbach alpha & Phfin ti'c^
Khfii nidm Tinh cfich tfin
(Cronbach's alpha = 0,89)
Tinh hdu ich
(Cronbach's alpha = 0,89)
Tinh d l sd dgng
(Cronbach's alpha = 0,83)
Su thich thu
(Cronbach's alpha = 0,75)
B i f n quan sfit
PI4 PI6 PIS PI1 PI2 PI3
PU2 PUS PU1 PUS PU4
PEU2 PEU1 PEU4
PPF2 PPF1
Trung binh 3.36 3.44 3.60 3,61 3,64 3.16 2,69 3,88 3.80 3.79 4.14 3,78 3,89 3.73 3,81 3,69 3.68 2,82 2.S0 2,82
1 nhfin t£» khfim phfi Dd Idch chuin
0,693 0.852 0,854 0,80S 0.842 0.900 0,929 0.704 0.8S8 0.918 0.835 0.79S 0,833 0,714 0.801 0,813 0.863 0.743 0.888 0.963
Trpng so EFA
0,87S 0,841 0,819 0.760 0,726 0.S92
0.845 0.820 0,793 0.776 0,711
0,886 0,787 0,762
0.885 0,824
Jf
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So 250, Thang Tam nam 2011
1990
fCONOMC DfttUJWWflfltvfW
Bfing 2. Ket qui trung binh cfic bien vfi ket qui hoi quy da bien Bien phg
thufc Hang so
Bien dpc lap
PU PEU PPF PI
W% so hfi quy chUa chuan hda
-0,240 0,329 0,019 0.198 0,506
Dp l^ch
chuin
0,237 0.059 0,057 0,051 0,058
Hd so hoi quy chuin hoa
0,310 0,019 0,198 0.471
Gia tr[
t
5,606 0,343 3,904 8,664
Gifi trj P
0,000 0,732 0,000 0,000
VIF
1,452 1,402 1,221 1,403 R^=0,585; Rihieu chinh = 0,577; F=69,585; Sig.=0,000
4.Tiiio lufn VHk qui
Ke't qui nghien cdu cho thay tinh cfich tfin cua ea nhfin cd I n h hudng manh nhfi't dfn dvf dinh sd dimg Intemet di ddng. Difu nfiy hofin toan phu hpp vdi Iy thuyft vf hfinh vi ngUdi tieu dung vl thfii dp chfi'p nhfin dung thd s i n pham mdi (Rogers, 1995). Mpi Iinh vvfc s i n pham hay dich vu mdi diu cd nhdm khach hang khai pha, nhdm khach hfing tifn phong sdm, va nhOmg nhdm ngudi tie'p theo. Do dd, khi nhiing loai hinh dich vvi mdi chua tao duuc nhiing t r i i nghiem day du eho khfich hang nhU dich vu Intemet di dfng, thi viec dvf dinh sd dvmg loai hinh nfiy chiu svf chi phd'i nhilu cua mdc dd nhay cam vdi cai mdi cua canhan.
Dilu nay cung dUpe cfic nghien cdu v l cdng nghe tnfdc dd khang dinh cd md'i quan he gida tinh cfich tan cua ca nhan v l dvf dinh sd dung cdng nghf mdi. Kft qua nay cung phu hpp vdi cfic nghifn edU tnfdc dd trong hnh vxfc mua hfing qua true tuyfn, vi du: Citrin & cfng svf (2000) trich td Chiu & cdng svf (2005).
Kft qua cua nghifn edU cdn cho t h i y tinh hdU ieh cd anh hudng dfn dvf dinh sd dung Intemet di ddng. Dilu nay cung duuc cac nghifn cdu v l cfng nghe trudc dd khang dinh khi ngUdi dung nhfin thdc duuc sU hdu ich cua cdng nghe thi hp se cd
xu hudng sd dung cdng nghe (Venkatesh & cdng svf 2003). Kft qui nay cung phu hpp vdi cac nghifn edU tnfdc dd trong Unh vifc ngan hang trvfc tuyd'n d VN (Ld Thi Kim Tuyet, 2008; Le Ngpc Ddc, 2008) vfi qud'c tf (Yeow & cdng svf, 2008; AbuShanab & Pearson, 2007), dac biet trong linh vufc Intemet di ddng (Cheong & Park 2005). Khi khfich hang nhan thdc vl svf hdU ich va nhiing lpi ich cd dupe td Intemet di ddng thi se I n h hudng tdi quye't dinh sd dung eua hp.
Nghifn cdu cdn cho tha'y, sif thich thu anh hudng dfn dvf dinh sd dvmg Intemet di ddng.
Dilu nay ciing dUpc khang dinh trong nghien edU tnfdc dd Cheong & Park (2005) trich td Yeow &
cdng svf (2008). Ke't qui cho t h i y khi svf thich thd cd dupe nhd sd dvmg dich vvi Intemet di ddng thi khfich hfing se dl dfing chfi'p nhan sd dvmg dich vu nfiy hpn. Sd dung Intemet d l dem Iai nhilu thich thd cho ngUdi sd dvmg; ngay nay, viec ket hpp Intemet tren chifc mfiy dien thoai di ddng quen thudc se dem lai nhilu svf thu vi cho ngUdi sd dung, dac biet Intemet di ddng cho phep ngUdi sd dvmg thay vi chi thu hudng nhiing hinh thdc giii tri dvfa trfn chdc nang tlcb hpp cd san tren may difn thoai, hp cdn cd sd dimg nhilu dich vu mdi la, phong phd do cac nha cung cap dich vvi mang dem Iai. Hon nda, cac loai may dien thoai di ddng the he mdi ra ddi vdi nhilu cai tie'n nhu
NGHIEN CUU & TRAO
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man hinh, am thanh trung thvfc, cd hf difu h l n h vfi tfe dp xd ly nhanh bun dfi gdp phin dom lai mdc dp thich thd cho khfich h i n g cao hom.
Trong ke't qui nghifn cifu, tinh d l sd diing khdng cd Inh hUdng dfn dvf dinh sd dyng Internet di dfng. Difu nfiy cung dUpc tim thiy trong nghifn cdu tnfdc dd cua Yeow & cfng svf (2008), cua KhUU Hfng Van & Nguyin Thi Mai Trang (2009), vf dvf dinh sd dung ngfin hfing tnic tuyen hay cua Sang & cfng svf (2009). NhUng cfic nghien edU khac tnfdc dd trong linh vvfc ngfin hang tnfc tuyfn blu hft dfu k h i n g dinh tinh dl sd dung cd Inh hudng dfing kf dfn xu hUdng .sd dung [AbuShanab & Pearson, 2007; Ld Ngpc Ddc, 2008) vfi cfic nghifn edU trong linh vvfc cfng ngh§
tnfdc dd (Venkatesh & cdng svf, 2003). Difu nfiy cd the ly giai qua nhdng ly do sau:
Thd nhfi't, svf pho bifn cua Intemet ngay nay vdi hom 25% dan sf (Thdng tin va truyin thdng) nen vide sd dung Intemet ngay cang de dang bun ma trong dd dich vu Intemet di ddng cung chi la mdt dich vu web.
Thd hai, mau khio sfit trong nghien edU nfiy da sf cd dp tufi td 20-30 vfi trinh dp hpc vln cao (tren 60%), do do, hp cd kifn thdc tft vfi trii nghiem vf each sd dung cfic san p h i m vfi dich vu cdng nghe cao, nfn mdc df khd khfin trong thao tac sd dung Intemet di dfng khfng I n h hudng den dvf dinh sd dung dich vu niy.
Thd ba, thu nhap cua khfich hfing tai VN ngfiy cang tfing cao dan dfn vifc sd dvmg thift bi cfng nghf di dfng dang d i n trd nfn pho bifn trong ddi sf'ng hfing ngfiy. Vi v^y, tinh de sd dvmg cua Intemet di dpng khfng phli lfi yfu tf quye't dinh dang ke de'n duf dinh sd dvmg cua khach hang ngay nay.
5. Him y cua ngliiSn cihi vh Ici^n iigli| ciio nlisi quiin tr|
Nghifn cdu fip dung mf hinh TAM td cac nghidn cdU trong linh vtfc hf thfng thdng tin nhu dng dving cfng nghf Intemet di dfng. Kft qua nghifn cdu nfiy cho thfi'y cfic yfu tf nhu tinh hifu fch, svf thich thu vfi tinh cfich tfin nay cd anh hudng dfn vi^c sd dung dich vu Intemet di ddng.
Dvfa trfn kft qua nghien edU, nhdm tfic gia de xult mft sf kifn nghi cho cac nha quan ly ve mang dich vu Intemet di dfng.
Kft qui nghifn cdu chi ra r i n g tinh cfich tan cua cfi nhfin lfi yfu tf cd I n h hudng manh nha't dfn dvf dinh sd dung Intemet di dfng. Ndi cfich khfic, mdc df dvf dinh sd dung Intemet di ddng bi I n h hudng bdi dfic tinh cfi nhfin cua khfich hang bun la nhdng tfic dfng cua mfi tnfdng ben ngoai.
Do dd, nfu khfich hfing cam nhan dich vu nao phu hpp vdi phong each song cua chinh minh thi hp cd xu hudng chfi'p nhfin sd dvmg dich vu dd hem. Nhfi quan Iy dich vu nay d n quang ba Intemet di dfng dai dien cho svf dfi mdi, tre tnmg, phong each sdng nfing ddng, vfi hien dai nhfim thu hut dupc nhdm khfich hfing khai pha thi trudng vfi nhdm khfich hfing tien phong sdm tren thi trUdng.
Tinh hiiu ich cung Ifi mpt yfu to Inh budng den dvf dinh sd dung Intemet di ddng. Ngfiy nay, Intemet dfi trd thfinh phUUng tifn kft nfi con ngudi khfng thf thie'u trong cupc sf'ng cua ngUW dfin trfn the gidi cung nhu d VN. Chinh tam quan trpng nay cua Intemet nen khfich hfing dfinh gifi tinh hdU ich cua nd rfi't cao. NhUng dd'i vdi dich vu Intemet di dfng, do dang cdn d trong giai doan diu mdi cung cap dich vu ra thi trUdng, nfn nha cung cfi'p dich vu phai tao mdi tnfdng cho khach h i n g trai nghifm dich vu thfng qua hfi chp trifn lam cfng nghf thfng tin, vien thfng di dfng df gidi thifu may dien thoai cdng nghf 3G vfi khuyfn khich khfich hang diing thd
Mrnj\ 1 i R I E N K I N H T E
So 250, Thang Tam nam 2011 tcoNOMic oevtioetXHi i
miln phi nham tiep can dUpe dd'i tUpng khai pha va tien phong dung thd dich vu mdi trdn thi trUdng nay.
Mpt yeu tf khfic cung I n h hudng dfn dvf dinh sd dimg Intemet di dfng dd la svf thich thu cua khach hang. Chfi'p nhfin sd dung Intemet di ddng dong nghia vdi viec nang cao chfi't lUpng sd'ng cua minh hpn thdng qua nfi dung giii tri dich vu mang lai. Do dd, trong giai doan dau cua Intemet di ddng cdng nghd 3G, nhfi khai thfic cin diy manh trien khai dich vu mang tinh giii tri cao (vi du: xem phim tnfc tuyfn). Thdng difp quing cao can nham manh nhiing gia tri tinh than, svf vui ve, giii tri mfi dich vu Intemet di dfng cd thf mang lai cho khfich hfing. Hom nda, de khfich hang ludn hudng thu day du svf thich thd, nha't la dfi vdi nhiing khfich hang quan tam nhilu dfn cac loai hinh dich vu (nhu nghe nhac, xem phim, chui game tnfc tuyen) thi nha khai thac can dim bao chat lUpng ke't nd'i on dinh vfi cai tifn td'c dp truy cap.
6. Hfn ch^va hvfSng ngliien cihi tiep tiieo
Nghien cdu nfiy chi xem xet mdt sf yfu tf nhU tinh hdu ich, tinh d l sd dvmg, tinh each tan cua ea nhfin, va svf thich thu anh hudng dfn dvf dinh sd dimg Intemet di ddng. Nghifn edU tifp theo cd the md rdng thfm cac yfu to I n h hudng ldn xu hudng hanh vi nhu thfii dp dfi vdi Intemet di dpng, rui ro elm nhan khi sd dvmg Intemet di ddng, lui ich cam nhan. Cud'i cimg, nghifn edU nay chUa tifp can dUpc doi tUpng khfich hfing cd thu lihap cao va cd sd dving nhilu dich vu gifi tri gia tfing hien tai cua cac mang di df ng, vf'h dUpe cac nha khai thac nhfin dinh la khich hang tilm nang cua Intemet di dfng khi trifn khai dich vu 3G va 4G. Vi vay, hUdng nghifn cdu tifp theo cd the chpn mau theo dinh mdc de bao gom thanh
phan khfich hang nfiy trong mau dilu tra cung nhu md rfng pham vi nghidn cdu ra cac thanh phf khac cua VNB
TAI LIEU THAM KHAO
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NGHIEN c d u & TRAO DOI