J KIlH TRflO OOl
NGHIEIN COU MOI QUAN HE G I O A LONG TIN
VA HANH VI MUA 6AMTDUC TUYEN
CUA <SINH VIEN T P U C N G DAI HOC C A N THO
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Ma si: 94.3BMki.32 Phan Anh TQ Dgi hpc Can Tha Email: [email protected]
Quach Thuv Noan Dgi hgc Can Thd Email: [email protected] Ngaynh$n: 22/03/2016 Ngay nhin lgi: 11/04/2016 Ngay duy$t dang: 10/5/2016 Mgga tiiu cua nghiin cQu li khdng chl phin tich cic yiu ti anh hudng din Idng tin cua sinh m/fXtViin khi mua sdm tn/c tuyin ma cdn tim hiiu vi mii quan h$ giQa Idng tin va hanh vi mua sam true tuyin. Vdi d mill 343 sinh viin hi chinh quy cda trudng Dai hgc Can Tha, de tii Qng dgng cac k^ thuit nghiin cQu nhU: kiim dmh hi si tin ciy Cronbachs Alpha, phin tich nhin tikhim phi EFA, phin tfch nhin ti khing dmh CFA va md hlnh du tnic tuyin tinh SEM. Kit qua cho thiy cd 3 yiu to chfnh tie ddng din long tin da khich hing tn/c tuyin, bao gim sg ton tai da cQa hang tn/c tuyin.
bio dam an toin tmng giao dich va khuynh hudng tin tudng cQa sinh vien. Kit qua dng cho thiy ring long tin d anh hudng tn/c tiip din hanh vi mua sam true tuyin vi anh hudng gian tiip din hanh vi mua sam true tuyen thdng qua biin thii dg cQa ngUdi mua. Nghiin du dn dua ra mdt si giii phip nhim diy manh boat dgng ban hing tn/c tuyin cQng nhu xiy dgng Idng tin vi thQe diy hogt ddng mua sim tn/c tuyin cOa sinh viin.
TQkhoa: hinh virhua sim tn/c tuyin, Idng tin, yiu tiinh hudng, i
1. Gidi tiiipu ^ 1 dipn tQ vd Cdng nghd Thdng tin ve hanh vl ngudi NhQng nam gan ddy, vdi sy bung no mgnh me tieu diing trye tuyen Vidt Nam nam 2014, cho thdy cua edng nghp thdng tin vd Intemet d Vipt Nam, khd kidm djnh chat IQdng hang hda (78%) vd cdc hogt dpng mua bdn trye tuydn ddn trd nen sdi khdng tin tudng ngudi bdn hang tiye tuydn (57%) ndi, cd hp thdng, da vd dang thu hQt gidi tre vd dpc Id nhQng rdo edn chinh khien ngQdi tieu dQng cdn bipt la sinh vIen tham gia. Cy the Id, nghiPn cQu e nggi khi dua ra quydt dmh mua sam hang hda cua Huynh Dipu TQdng (2013) da kdt ludn sinh tn^ctijydn (Bdo cdo ThQdng mgi Didn tQ Vipt Nam, vien tgi Cdn Thd Id nhQng ddi tUpng nang dpng, 2014). Trong thdi gian gan day, cd rat nhidu tiang thudng xuyen sQ dyng Intemet vdi 81,40% sinh web IQa ddo bdn hdng qua mgng da lam syt gidm vien dQng Internet 2 gid/ngdy va 70% sinh viPn tgi Idng tin cQa khdch hang ddi vdi vipc mua s i m bvc Cdn Thd da tQng mua sdm qua mgng. lvl|ic dQ tuyen, gdy dnh hUdng xau den nhOng ngUdi bdn thUdng mgi dien tQ dang rdt thjnh hdnh trong thdi hdng tryc tuyen chan chinh. Thdng qua tin tQc tren dgi cdng nghp, song ddu dd van cdn tdn tgi nhQng cdc trang bdo mgng xa hpi, ngudi ta cung dd'ddng mdt trdi eCia nd, chdng hgn nhu vdn de ve Idng tin nhpn ra nhOng khdch hdng mua sdm tryc tuydn da cua ngQdi mua vdo cdc trang thUdng mgi dipn tQ. ddi mdt vdi r i t nhieu hdu qua nghiem trpng nhu:
Theo thdng tin cua VETICA - Cyc ThUdng mgi mua tidng khdng dQng sd lugng vd chdt lUpng.
Itlini hPC " ^ ,
So93/2016 ' thifdngmai ^ "JZ
y KiiN TRflO o6r
thdng tin the tin dgng bj danh cdp, bj IQa ggt tien, hodc thpm chf nguy hidm den bdn than ngQdi mua khi tiep xuc vdi ngudi giao hdng cd y dd xau. Do vpy, van de tao dyng niem tin eho nhOng ngudi tieu dQng tryc tuydn Id sQ mpnh toi can thidt vd Idu dai cua t i t ea nhQng ngQdi kinh doanh trye tuydn.
Tdm lgi, mgc tiPu cua nghidn cQu ndy Id phdn tich cdc nhdn td anh hudng den Idng tin vd tQ dd kidm d|nh mdi quan hp giQa Idng tin va hdnh vi mua sdm tiuc tuyen cQa sinh vien Tmdng Dgi hgc Can Thd vdi cdc cdu hoi nghien cQu cy the nhy sau: (1) cdc nhdn td nao anh hudng den Idng tin cQa sinii vien TnJdng Dgi hgc Can Thg ddi vdi cdc b^ng web thudng mgi dipn tO? (2) Cd hay khdng vd Idm thd nao long tin cd anh hQdng tiVc tidp ddn hinh vimua sim tn/c tuyen ciia sinh viPn tii/dng Dgi hgc Cdn Thd? Md rdng ra bdi bdo ndy cdn ddu ti'a cd hay khdng vd ldm tiie ndo Idng tin dnh hudng gidn tidp ddn hinh vi mua sim tn/c tuyin tiidng qua hai bien tiling gian thii dd vi nh$n thQe rui ro?
2. Co sd ly thuyet va gia tiiuydt Theo Rousseau DM et al. (1998), yeu td quan tigng quyet dtnh cd hay khdng ngUdi tiPu dQng se ra quydt d|nh mua sdm phg thupe nhidu vdo Idng tin. Thdt vdy, long tin ciia khdch hang trong thUdng mgi dipn tQ chinh Id trgng thdi tdm ly the hidn xu hudng sS'n sdng chap nhpn rQi ro dya trPn nhOng Idi ich mong ddi cQa khach hdng. Dieu dd cd nghTa la khi khaeh tiang dpt niem tin vao mpt website ban hdng, hp se chap nhpn nhOng rui ro phdt sinh trong qud trinh giao djch, ed xu hudng giao djch nhieu hdn vdi ngudi ban vd cd le cdn san Idng tra mpt mQe gid cao cung nhu Idi keo nhieu ngUdi cGng tham gia mua hang.
De nhdn dUde sy tin tUdng tQ phia khdch hang tiong giao d|eh thUdng mgi dipn tQ thi vipc tim hidu cac nhdn to nao anh hUdng den Idng tin Id rat can tiiiet. Mpt trong nhQng nhan to dd chinh Id su tdn tgi (dja chl, sddipn thoai, tiidng tin ngudi dgi dipn) cQa doanh nghipp nham ndng eao Idng tin ciia khach hdng (Nielsen JR et al., 2000). Ngodi ra, danh tiing Id mpt ydu to quan tipng ed anh hudng den Idng tin cDa khdch hang tiye tuyen. TQ nghien cQu cCia Yaniv I vd Kleinberger E (2000), danh tidng cQa ngudi bdn Id mdt tdi sdn vd hinh, ed gid tri md nd ddi hdi sy dau tu Idu ddi ve ngudn iye, sy nd'lyc vd mo\ quan hp vdi khdch hdng. Ben cgnh dd, bao dim an toin eung Id moi quan tdm ldn ddi vdi khach hdng khi giao d[eh qua Internet, neu hd tiidng ddm bao an todn (vi du nhu khau thanh toan tien) ciia trang web d mQc dp cao, ngudi mua sd cam thdy tin tudng hdn vl nd mang lgi eho hg mpt
khoa hoc . 64 thddng n i Q l '
cam gide an b3dn khi mua sdm (Gefen D et al., 2003). Teo TS and Liu J (2005) eho rang khuynh hudng tin tudng cua mpt ed nhdn cd tdc ddng tich cyc den Idng tin cQa hg khi mua hdng tiVe tuyen.
Khuynh hudng tin tudng dUdc d|nh nghTa Id mpt xu hudng tin tudng vdo ngudi khdc trong mdi tiudng giao d|ch thuong mgi dipn til (McKnight DH et al., 2002). Khuynh hudng tin tudng nay duge hinh thdnh trong qud tiinh tUdng tdc eua cd nhdn dd vdi khdpg chl trong giao djch vdi ngudi bdn hdng tiuc tuyen md nd edn phg tiiupe nhieu vao cdc nhdn to khdc nhu vdn hda, tfnh each, kinh nghipm sdng cQa ed nhdn dd trong khi giao djch mua ban vdi ede trang mgng (Lee KO and Turban E, 2001).
Didu.nay cQng ed nghTa Id ed nhdn cdng ed xu hudng dd'ddng tin tudng vdo ngudi khdc till Idng tin eua hg doi vdi ngudi (doanh nghipp) bdn hang tryc tuyen cung se dugc cung ed vd theo dd hp se ra quyet d|nh mua sdm tryc tuydn.
Ben egnh dd, Idng tin cd dnh hudng gidn tidp ddn hinh vi mua sim tn/c tuyen eua ngUdi tieu dQng thdng qua hai bien tmng gian, dd IP nhdn thQe nil ro vd tiidi dp eQa ngudi tiPu dQng. Ko H et al. (2004) d|nh nghTa nhdn thQe rui ro la "khd nang mat mat trong vipc theo dudi mdt kdt qud mong mudn khi tham gia vdo mua sam tryc tuyen'.
Ngudi tidu dQng nhin thQa rdi ro edng eao, ft ddng nghTa vdi vipc hg se dd'ddng mua sam hay san sdng cung cap nhQng thdng tin cd nhdn vd khdng tin tudng vdo ngQdi ban hdng tryc tuyen. Nghien cQu trudc ddy cung da chQng minh thai dp Id mpt nhdn to rdt quan ti'png anh hudng den hdnh vi mua sdm tiifc tuydn (George JF, 2004). Vi niem tin cd the dupc xem nhu la mpt sy tin nhipm, tin epy, tinh cam, hope ky vpng ve iidnh vi eua ngudi khdc, nd cd lien quan tryc tidp den thii dp vd ddh ddn sy sdn sdng mua sam.
Vdn dgng ly thgyet nhdn thQe nii ro TPR (Ahn Jet al., 2001) vd ly thuyet hdnh vi ke hogch TPB (AjzenI, 1991), nhdm tdc gia da xdy dgng md hlnh nghiPn cQu tdng hpp gdm 9 gid tiiuyet nhu Hinh 1.
H I : Sy tdn tai cDa cdng ty thdng qua trang web cd anh hudng thupn ehieu den idng tin cua khdch hdng tryc tuydn.
H2: Danh tieng eQa cdng ty tiVc tuyen ed anh hQdng tiiupn ehidu den idng tin cQa khdch hdng.
H3: Sy bdo ddm an todn cQa tiang web cd anh hudng thupn ehidu den Idng tin cQa khdch hdng
H4: Khuynh hudng tin tudng cua khdch hdng cd dnh hudng tiiupn chieu den Idng tin khi mua sdm tivc tuydn nghidn cQu ve LONG TIN nhung lgi dQng bidn KHUYNH HUC5NG TIN TL/ONG? can phdi giai
So 93/2016
t KIEN TRflO P ^
thich cy thd... neu khdng cd thd gay hidu lam, kidu nhu "con gd - qud tiling"
H5: Ldng tin doi vdi cdc trang web thUdng mgi dipn tQ ed anh hudng tiiupn chieu ddn hdnh vi mua sdm tryc tuydn
H6a: Ldng tin cd dnh hudng nghich chieu den nhpn thQe rQi ro cQa khaeh ' hdng tryc tuydn
H6b: Nhpn tiiQc rui ra ed anh hudng ngh jch ehidu ddh hdnh vi mua sam tiye tuyai
H7a: Ldng tin cd anh hudng thudn chieu den tiidi dp cua khdch hdng tiVe tijyen
H7b: Thdi dp cd anh hudng thudn chieu ddn hdnh vi mua sam tryc tuyen B^ng 1 • Bang ting hgp dc gia thuyit nghien cQu vi cin cQ chgn biin Hlnh 1 ; Md hlnh nghiSn cQu ting hgp (Integrated model)
G\& thuySt nghian a h i Su t3n t^i cOa cdng fy th6ng qua trang web CO inh hudng t h u | n chiSu dSn long tin ci^a ktidch tidng tn/c tuySn Danh tigng cilia cflng ty bye tuySn c6 Snh hudng thu^n chi^u dSn ldng tin cOa khach hSng
Su bdo ddm an t o i n cda trang web cdSnh hudng thu^n chi6u dSn I6ng tin cOa khdch hdng
Khuynh hudng tin tudng cCia khdch hang cd dnh hudng thu^n chiSu dSn long tin khi mua sSm tnJc tuySn Ldng t n d5l vdi cdc trang web thuong m^i di#n tLl cd i n h hudng thudn chiSu d§n hanh vi mua sdm tnJc bjySn Long tin cd dnh hudng ngh|ch chifiu dSn nhdn thilc nii ro ciia khdch hdng tn/c tuyffn
Cfln cQ chqn bien Tqp ch(/c0ng trinh nghlfin o h i Factors affecting customer's trust in commerce in Vietnam
Nhdn thilc rOi ro cd dnh hudng nghich chl€u dSr\ hdnh vi mua sdm tnfc tuySn
Ldng tin cd dnh hudng thudn chiSu dSn thdi dd cOa khdch hdng tn/c tuySn
Tbdr dd c6 dnh hudng thudn chrSu dffn hanh vi mua s i m tn/c tuySn
Tdc gid TrSn Huy Anh DCc (2012)
Consumer tnjst in an Intemet store Consumer tnjst in E-commerce in the United States, SingapcH^ and China
Consumer trust in E-commerce in the United States, Singapore and China
Factors affecting customer trust in online shopping in Vietnam
Consumer trust in E-commerce in the United States, Singapore and China
A study of consumer trust in Intemet shopping and the moderating effect of risk aversion in Mainland China
E-commerce: the role of familianty and trust Consumer trust in an Intemet store Understanding online purdtase intentions contributions from technology and trust perspectives
Consumer trust in an Intemet store Consumer trust in E-commerce in the United States, Singapore and China
Consumer tnjst in an Intemet store Consumer trust in E-commerce in the United States, Singapore and China
Understanding online purchase intentions:
contributions from technology and trust perspectives
An analysic of factors affecting on online shopping behavior of consumer Consumer trust in an Intemet store
So 93/201B
Sirkka L et al.
(2000) Teo TS and Liu J (2005) Teo TS and Liu J (2005) Trdn Minh (2012) Teo TS and Uu J (2005)
Gefen D (2000) Sirkka L el al.
(2000) Van der Heijden H eta/. (2002) Siricka L et al.
(2000) Teo TS and Liu J (2005) Sirkka L et al.
(2000) Teo TS and Liu J (2005) Van der Heijden H etal. (2002) Moshrefjavadi, M,H,e(a/. (2012) Sirkka L el al.
(2000)
-khoa hgc c^
thifdng mal ^
t K l i M TRflO OOl
Mna2: Md ta cic thang do trong md hlnh nghidn cQu Ten bidn Khai nipm
SU tdn tai Dupc thd hipn b^ng thPng tin cOa doanh nghidp, bao gdm dja chl, sd dipn tho^i, thdng tin ngudi d^i dipn va vipc ddng kf kinh doanh
Danh tidng La mpt tdi sdn vd hinh cd gid tij ma nd doi hdi sy ddu tu Idu ddi vd ngudn lyc, sy ndlyc vd mdi quan hp vdi khdch hang
B^o dim Ld vipc bdo ddm nhQng thdng tin cd nhdn oja khach an to^n hdng khdng bi chdn lio$c bj ddnh c^p tiong khi
truyen tai qua Internet
Khuynh hudng Mpt xu hudng tin tudng vao ngUdi khdc tiong bdi tin tudng cdnh ThQdng mpi dipn tQ, dya vdo vdn hda, tinh
cdeh va kinh nghipm sdng cOa ca nhan Long tin La trgng thdi tdm ly thd hipn xu hudng s^n sang
chdp nhan rui ro thi thyc thi y dinh cd cdn cQ fren nhQng lpi ich mong dpi cua ban thdn vd ke cd hanh vi ci^a ngudi khac
Nhpn tiiQc nil ro Kha ndng mdt mat trong vipc theo dudi mpt kdt qud mong mudn l^i tham gia vac mua sim tn^c tuyen Thai dp La dim gide tich cyc hay tieu cyc (cd tfnh Udc
lupng) vd vipc tiiyc hien hanh vi mgc tiPu Hdnh vi mua La mpt qua tiinh ma ngudi tidu dung tryc tidp mua sim tn/c tuyen hang hoa, djch vu tQ mot ngudi ban qua Intemet,
ma khdng cd mpt djch vg tiung gian
dbien Cdn cQ 4 Nielsen JRef a/. (2000)
5 Yaniv I and Kleinberger E (2000)
5 Koufaris (2004)
4 Lee and Turban (2001)
4 Rousseau eta/. (1998)
5 Koe(a/.(2004) 4 Fishbein M and Ajzen I
(1975) 4 Trdn van Tra (2014)
3. PhQdng phap nghien cQu 3.1. Mail
Dya vdo bdng 2, ed tdng cpng 8 thang do trong nghien cQu tUdng Qng vdi 35 bien quan sat. Theo Hair vd cdng su (2006), ty Id quan sat (obsen/a- tions)/bidn do ludng (iterns) Id 5:1, nghTa Id mdt bldn do ludng can tdi thieu la 5 quan sdt (vdi 35 bien quan sat dUOc dUa vao phdn tich nhdn to, vdy cd mail It nhdt cQa de tdi Id 35 x 5 = 175). Vdy vdi kich thudc mdu n = 380 (tUdng dQdng 22 SV/khoa ho^c vi^n) da dam bao du dd tin cdy cho de tdi.
Sau khi sang Ipc loai 36 quan sdt do ehdt luyng kem, cd tdng epng 343 quan sdt dupc sQ dyng.
Gidi tinh: dya vdo bdng thong ke, ta thdy trong tdng sd 343 dap vien dupc didu tra thi sd lupng ddp vien nQ Id 192 ngUdi (chiem ty trgng 56.00%) va sd dap vien nam la 151 ngudi (chiem t j trpng 44.00%). Do tdc gia thyc hidn thu mdu theo phuong phap thu$n tidn vdi cdng ey didu chinh theo ty trpng nganh hpc n^n xdt ve gidi tinh trong
nghidn cQu ndy till so lupng ddp vien nO chiem ^ trpng eao hdn ddp vidn nam. Tuy nhidn, mQc clienh Idch ndy khdng dang ke, vi v$y van dam bao tfnh dai didn cho tdng thd.
Khda hgc: xet ve khda hpc, khoa 39 chidm ty trpng cao nhdt vdi so lupng Id 160 dap vien (chidm ty trpng 46.60%), ke tiep la khda 40 vdi 105 dap vien (chidm ty trpng 30.60%). Khoa 38 chidm ty trpng thap hdn vdi 19.00% (bao gdm 65 ddp vidn) vd cuoi cung Id khoa 37 vdi sd lUpng ddp vidn Id 13 ngUdi, chiem ty trpng thap nhdt Id 3.80%. Sy chfinh Idch ve so lUdng giOa cae khda hpe Id bdi vi khda 39 vd khda 40 hIdn dang Id sinh vien ndm 2 hodc nam 3, nSn hp thQdng xuydn cd mdt tai cae nhd hpe, khoa, vipn. Trong khi dd, da sd sinh vien khda 37 da ra trudng vd mdt phan sinh vien khoa 38 dang thyc hidn Ludn van tai nha hodc di thyc tdp tal cae DN. VI viy, khi tidn hdnh phdng van cac ddp vien tai cdc Idp hpc tiii sd IQpng khda 37 vd khda 38 chiem t j
„ khoa hpc .
" Ihiftfng mg)' So 93/2016
y KIEN TRflO POI
^ ^ " ^ ^ ; Thdng tin nhin khiu hgc cQa dap viin TSnBS (Ngudi)
TJtrpnfl
(%)
6 bp mdn Gido due thd chdt thdp nhat Id bdi vl cae dap vidn tham gia da sd ede tidt hpe ngodi ti^i, do dd kha nang tiep c^n de phdng van rat tiiap. Trong dd, khoa/vidn khdng cd quan sat Id vidn Bien ddi khi hdu.
Qui quin: sd lupng ddp vien trong mail cd qud quan ttiude khu vuc nong thdn Id 268 ngudi (chiem 78.10%) vd so ngudi cd que qudn thupc khu vuc tiidnh thj Id 75 ngQdi (chiem 21.90%J.
3.2. Phuang phap phan tich so ligu Di thyc hidn vide phdn tich sd lidu vd tim hidu mdi quan hd nhdn qua giQa cdc khdi ni^m trong md hinh, cdc ky thudt phdn tfch dupe dp dyng bao gdm: phdn tfch d6 tin cdy Cronbachs Alpha, phdn tich nhdn to kham phd EFA, phdn tfch nhan t d khang djnh CFA va md hlnh cau tmc tuyen tfnh SEM.
4. Thyc trang mua sam tnJc hjyeh (MSTT) cQa sinh vien trudng Dai hpc Can Thd
Xet vd thyc trang mua sam tryc tuydn cQa sinh vien, ed thd nhdn tiidy hogt ddng ndy dang dieh ra kha pho bidn vdi sd lupng ddp vidn da tQng mua sam trye tuyen Id 198 (chiem 1^^
trpng 57.70%), trong khi dap vidn chua tham gia mua sam Id 145 (chiem t j trpng 42.30%).
Ddi vdi cdc ddp vien chua tham gia mua sdm tnJc tuydn, \y do quan trpng Nguon: Kit qua khio sit, 2015 "^^^ "^^'^^ ^'"^ ^ ' ^ " "^^^"9 ^^^^ 9'^
trpng thap hdn khda 39 vd BimA:ThUc trgng MSTT cua sinh viin tn/dng Dai hgc Cin Thd khda 40.
A. Gk)i tfnh Nam NO B. Khoa hpc
- Kh6a 37 IOi6a38 Khda 39 Khoa 40 C. Khoa/w4n
Khoa Su phgm
Khoa Ndng nghi$p vk Sinh hgc ilng di^ng Khoa Cdng ngh$
Khoa C6ng ngh§ th&ig tin va Truyfin Uiflng - Khoa Kinh IS
Khoa ThOy siin Khoa Lu|lt Khoa Khoa hpc Ty nhifin - Khoa Khoa hpc Chinh tri Khoa Khoa hpc Xi h^ v^ NhSn v3n
Khoa Ngo^i ngO
Khoa Mfli truing vd TSi nguySn thifin nhifin Khoa Phit tri^n n6ng thfln - B9 mdn Gido dgc th^ chSl Vi$n NghiSn cdu Phit tri^n DBSCL
Vign NO v i Phit tri^n C6nq nqh^ Sinh hoc D. Qud quin
Thanh th|
N6ng thAn
343 151 192 343 13 65 160 105 343 28 24 25 22 38 23 22 22 19 18 19 24 14 6 15 24 343 75 268
100.00 44.00 56.00 100.00 3.80 19.00 46 60 30.60 100.00 8.20 7 00 7.30 6.40 11.10 6.70 6.40 6.40 5.50 5.20 5.50 7.00 4.10 1.70 4.40 7.00 100.00 21.90 78.10
Khoa/vien: doi vdi hd dai hpc M S T T chfnh quy, tiudng D H C t hidn cd
tdng edng 13 khoa, 03 vidn vd Da ti^nginua 01 bp mdn Giao dye the chat
ndn dd tang tfnh dgi di$n eho ^ . . .,.. „ „ nghidn cQu thl tdc gia eung tidn Chrfattfngmua hdnh thu tiidp mdu tiieo ed cdu
khoaA'idn dya trdn tong thd hidn cd. Khoa/vidn chiem t^* l# cao nhdt Id khoa Kinh te vdi 38 quan sdt, tQdng Qng 11.10%. Do tdc gia tiiudc khoa Kinh td nen cd hdi tiep xQc vdi nhQng sinh vien thudc khoa ndy Id thudn tidn nhat, ddh den t j trpng dap vien thupe khoa ndy cao nhdL Ngupc \g\, bd mdn Gido due the chat cd ty trpng thdp nhdt vdi 6 quan sdt, tudng Qng la 1.70%. Von dT t j trpng ddp vien
N=343 Ty Ig (%) Nam
NS Nam
69 129 82
mua sam la do khdng tin tudng vio loai hinh mua sim niy chidm t j Id 54.50%. Khdng dugc xem hing hda trudc khi mua Id ly do quan trpng thQ nhi vdi t j Id 42.10%, tiep theo sau Id nhdn td khdng edn thidt chidm ty Id 26.09%. Trong tdng so 145 ddp vien chQa tQng mua sam tnJc tuyen, c6 86 ddp vien (chidm t j trpng 59%) eho rang hp eo nhu eau
S o 9 3 / 2 0 1 b
.khoa hQC ^ 'tfiiKHig m^l 67
Y KIEN TRflO g ^
mua sam qua mang trong thdi gian sap tdi, trong khi 59 dap vidn (chiem t j tii?ng 41%) van se tiung thdnh vdi kdnh mua sdm truydn thdng. Ddy cung Id mdt tfn hi$u tfch eye doi vdi nhQng nhd kinh doanh tryc tijyen bdi ddy Id ddi tUpng tidm nang cdn nhieu kha ndng khai thac.
Ddi vdi nhQng sinh vidn da tQng mua sdm tryc tuydn, da sd hp thudng xuydn mua sdm qua cdc tiang mgng xa hdi chiem ty 1$ 82.30% vd trang web cQa nhd ban le chiem ty Id 4.70%, tiong khi dd cdc trang mua theo n h d m - (muachung. vn, nhommua.cam. vn,~
cungmua.com.vri) lgi Id nhQng kenh mua sdm chidm t^ Id khd thdp (7.10%). Vd sd tidn sdn sdng chi trd, cd ddn 80.80% sinh vidn chl chi dudi 500.000 ddng cho mdt lan mua sdm, trong khi sd tidn chi tra trdn 1.000.000 ddng chi chiem 2.50%. Sd dTsdtien ehi bung binh cho mdt lan mua sdm dudi 500.000 chidm ty trpng cao nhdt Id do da sd sinh vidn chua tgo ra dupc tiiu nh^p hodc chi cd the kidm dupc thu nhdp tiiap nhd vdo vide di Idm thdm, do dd khd nang dd ehi trd cho mdt mdn hdng dat tien Id khd xay ra. Kdt qud cung cho thay rang da so sinh vien chQ ydu mua sam cdc mdt hdng quan do, giay dep, phu kidn thdi tiang (chiem 80.30%) vd m$t hdng s d d i (chiem 24.70%). Tuy nhidn, t i n so mua sdm tn^c tuyen cQa ede ddp vidn lgi khdng thudng xuyen (65%
ddp vien mua sdm khodng 1-3 lan/ndm). Ngoai ra, tid tien m$t khi giao hdng Id hinh thQe thanh todn chO yeu (vdi ty Id 91.40%) vd mdt didu ddng ngac nhidn Id khong dap vidn ndo lya chpn hlnh thQe tiianh todn bang cdng didn tQ hay vi didn tQ. Didu ndy dQpc \y gidi Id do sinh vidn vdn con quen vdi phQdng thQe trd tidn m^t theo ldi mua sam truyen tiidng vd cd le do hp khdng am hieu rd ve cdc hinh thQe thanh toan an todn.
Khi nhQng ddp vidn da tQng mua sdm tryc tuyen dUpc hdi ve mQc dd tin tQdng cQa hp ddi vdi hlnh thQe ndy, ed 128 ngiidi trong tdng sd 198 ddp vidn (chidm ty trpng cao nhdt 64.60%) cho rang mQe dp tin tiidng cua hp 6 khoang 50% - 75%, kd den la mQe tin tQdng 25% - 50% (chiem ty trong 19.70%) vd 75% - 1 0 0 % (chiem ty trpng 10.10%).
Trong khi do, mQc dd tin tQdng 0% - 25% Id mQc chidm tl trpng thap nhdt vdi 5.60% (11/198 ddp vien). Do dp lyc canh tianh vd sy xuat hidn cua nhidu nhd ban Id tryc tuyen ndn cd thd vide cdi tiiidn ehdt lupng san pham, chat lupng djch vy, ndng cap an todn trong vi^c thanh toan va giao nh§n cung dupc cai tien theo dd khidn cho nhQng ngudi da mua hdng qua Internet cam thay hdi Idng
khoa hDC . 68 thifdngmpl'
vd tin tudng hdn. Tuy nhidn, khdng cd mdt cdn cQ chfnh xdc ndo cho thay rdng ngudi tidu dQng se dupc bao ddm an todn tuydt doi vd ehdt lupng san phdm ho$c van dd thanh todn ndn ddu dd hp vd'n cdn nghi ngd vd khdng tin tudng tuydt ddi vdo hlnii thQe mua s5m tn^c tuyen. Didu ndy dupc bidu hidn qua ty Id sinh vidn lya chon mQe dd tin tudng d khodng 75% - 1 0 0 % cung cdn kha thdp.
Bang 5- MQc dg tin tudng cQa sinh vien khi MSTT Mi?c JO tin tuflnE Tgnstf
0%-25%
25% • 50%
50% - 75%
75%-100%
I | n £
•rit^'>'"i%) 19.70 64.60 10.10 Ndn cd bang tdng hpp md ta m^u NC, vf du:
d$c didm nhdn khdu hpc, so quan sdt, ty Id...
5. Kdl qua nghien cQu
Dau tidn, ket qua kiem d|nh cho tiiay hd sd Cronbachs Alpha Id 0,866 (>0,6) ed nghia Id thang do cdc thdnh phdn dat dd tin c$y vd h$ so tUdng quan bidn tdng deu ldn hdn 0,30 (Nunnally J and Bernstein IIH, 1994). Do vdy, tat ea cdc bien deu phQ hpp dd dua vdo phdn tfch nhdn t d kham pha tiep theo. Sau khi phdn tfch nhdn td kham pha (EFA) eho cac nhdn to dnh hudng ddn Idng tin qua hai ldn vdi vide loai bo mdt bidn quan sdt thdnh phdn khdng thda mdn (do lid so tai nhan t d < 0,5) trong khi xem xdt cdc hd sd khdc nhu KI\riO, Eigenvalues ddu thoa didu kidn, ket qua cd bdn nhdm nhdn t d v d i tdng phQdng sai trich la 61,1%
(>50%) gdm (1) chat lugng dich vg(CLDV); (2) danh tiing (DT); (3) bao dam an toin (BOAT); (4) khuynh hudng tin tudng (KHTT).
Ke tiep, ket qua phdn tfch EFA Idn 1 cho 3 thang do ldng tin, thdi dd vd hdnh vi mua sam tryc tuydn cho thay hd so KlviO lan iQpt Id 0,763; 0,746: 0,759 (0,5<=KMO<=1) vdi mQc y nghTa thdng kd (Sig.) deu Id 0,000 (<0,05) vd tong phuong sai trfch (Variance Extracted) ian IQpt Id 59,689%; 59,199%; 58,996% ddu ldn hdn 50%. Tuy nhidn, 6 thang do nhin thQe rOi ro cdn dUdc kiem d|nh EFA lan 2 do mdt bien cd hd s d tdi nhdn t d Id 0,491 <0,5. Sau khi kidm dinh, hd s d tai nhan t d cQa eac bien ddu Idn hdn 0,5, hd so KMO Id 0,695 (0,5<=KiyiO<=1) vdi mQc y nghTa thdng kd (Sig.) Id 0,000 (<0,05). Tdng phUdng sai trfch (Variance Extracted) Id 55,006% >50% ndn md hlnh dudc gidi thfch bdi cdc bien Id khd tot.
S6 93/2016
t K l l N TRflO Odfl
BQdc tiep theo Id thyc hidn phdn tfch nhdn td Cudi cQng, thyc hidn mo hinh SEM sau khi logi khdng djnh CFA. Md hlnh CFA sau khi loai bd bd 2 nidi quan hd khflng c o y nghTa (dan/j ((#ng vd mdt bien khdng dgt yeu cdu gid tn hdi ty (do
trpng sd da chudn hoa Id 0,447 <0,5) vd dUpc hidu chinh bdng vfdc mdc 2 cdp saf sd e2 vd e3, e3 vd e4, kdt qud (hinh 2) ctio thdymfl hinh cd 434 bdc ty do, Chi-square/df = 1,836 dgt yeu cdu
< 2, ehi s d T L I = 0,897 () vd CFI = 0,910 > 0,9;
RMSEA = 0,049 < 0,08 Chl ra md hinh phd hpp.
Ngodi ra, trpng sd chua chudn hda cdc bien quan sdt deu dat chudn cho phdp (>=0,5) vd cd y nghTa thong kd vdi cdc gid tn p ddu bdng 0,000 ndn thang do dgt gid trj hpi ty, ngoai trQ thang do chat IQpng djch vy (CLDV) c6 moi tUdng quan giQa cdc sai sd cua cac bidn quan sat ndn khdng dat dQpc tfnh ddn hudng. Bdn cgnh dd, cdc he s d tucng quan giQa cdc thdnh phdn ddu <0,9, tubng iJng gia tn p < 0,05 (dd tin cdy 95%), vi v#y cdc tiianh phan trong md hinh dat gid tij phdn bidt.
Cdc hd so Cronbach's Alpha deu dgt (> 0,7), dd
tdng tin, nhin thQa nil ro va hinh vi mua sim tn/c tuyin) vd hidu chinh dupe trinh bdy d hlnh 3 vdi 391 bdc ty do, cdc chl sd Chi-square/df= 1,805 <
2; TLI= 0,904 > 0,9; CFI= 0,914 > 0,9; RMSEA=
0,049 < 0,08, chi ra md hinh phQ hpp vdi dQ lidu.
Theo nhu^kdt qud kidm dmh gid thuyet cdc nhdn td anh hQdng den Idng tin cOa sinh vien khi mua sdm tore tuydn (Hinh 3) thi gia thuydt H I , H3 vd H4 dQpc Qng hfl (gid thuydt H2 khdng dupc Ong hd), didu dd cd nghTa Id chat lugng dich vg. baa dam an tain vi khuynh hudng tin tudng (logi bo ydu t d danh tiing) ed sy tac ddng thudn chieu den Idng tin vd giai dupe 46,90% ve mQc dp tin tUdng;
trong do, ch^ lugng dich vu (CLDV) cd anh hudng manh nhat, cCing ehieu den long tin (LT) vdi trpng sd dgt 0.439. Nhdn td tac ddng thQ nhi Id Khuynh hudng tin tudng (KHTT) vdi trpng sd Id 0,336 vd sau cQng Id Bao dam an toan (BDAT) (trpng so
= 796.910 : df= 4 3 - t ; P Chl-squar«/clf = e e e . T L I = —
RMS£<^= .049
tin Cdy tdng hpp (pc) thang do ddu > 0,5 nen cac 0,123). Ngodi ra, nghidn cQu hodn todn Cing hp gia thdnh phdn cua thang do ddu dat ydu cdu ve dd thuydt Hg: ldng tin tdc dflng tryc tidp Uiudn chieu tin cdy vd gid tij. den hanh vi mua sim true tuyin vdi trpng sd khd manh 0,586. Khflng chl v$y, Idng tin chi-«^are= 796.91^0: <J^._t»4_ip= 955: c6n dnh hudng gidn tiep den hanh vi mua sdm tryc tuyen tiiflng qua bien trung gian Id thai dd (tQc la cdc gia thuyet Hga, Hya vd Hjt, cd y nghTa thdng ke trong nghidn cQu cdn gia thuydt Heb thi khdng cd y nghTa). Cy the Id, Idng tin cd mdi quan hd ngQpc chieu vdi nhin thQe nil ra (trpng sd dat -0,155)vd thu$n ehieu vdi thai dd sinh vidn (trpng so Id 0,723). Thai dd cung cd anh hQdng tfch cyc ddn hanh vi mua sam tn/c tuyin vdi trpng sd 0,246.
5. Danh gia chung
Kdt qua qua qud trinh phdng van 343 ddp vidn, xQ ly- sd lidu vd phdn tfch cho thay trong bdn nhdn td dupc de xudt thl chi cd ba nhdn to cd dnh hudng thudn chieu den Idng tin eua sInh vidn khi mua hang tryc tuydn, cu the Id chit lugng dich vg cQa trang web cd sQ tdc ddng manh nhat vd kd den Id khuynh hudng tin tudng cua khdch hang, vi v$y md nhQng ngQdi kinh doanh tryc tuydn can dau tQ de xdy dyng mdt trang web uy tin, cd chat lupng de chidm dQpe Idng tin cua ngQdi mua. Ngodi ra, yeu td vd
klina hoc "T thifdng mal 69 Hlnh 2 ; Md hlnh CFA cuii cQng
Bang 6: Thong ki kit qui kiim dmh Cronbachs Alpha Thang do
CLDV DT BDAT KHTT LT NTRR TD jmiSTT^
StfbKfti quan sit 7 2 4 4 4 3 4 4
Cronbach'i 0.849 0,795
fiOtlnc«y Alpha D^Uncfyt&ighOp
0,964 0,797 0.794 0,727 0,777 0,741 0,776 0,769
Bai trich
0,663 0,492
S013S016
Y KIEH TRflO
airtquare= 705 846; d(= 391; P= .ODD;
Chi-^uaFe/dr=1805i GFI=873;TLI = .9(M;CR = .914,
RMSEA= 04E
c h i t r d d e m u a h d n g tnJe t u y e n v d tQ d d q u y d t d i n h m u a h a n g t h f l n g q u a c d c t r a n g w e b t h u o n g m a i d i d n tQ c Q n g s e g i a
*''-". D i e m k h d c b i d t cQa d d t d i n d y s o
Hlnh 3' Md hinh SEM cuii cung (da chuin hda) bao dam an toan thdng tin ed nhdn vd hd thdng thanh todn cung can dupe doanh nghidp Quan tam dd cd thd tiiu hut lupng Idn khdch hang vd tang cudng hogt dflng thQdng mai tryc tuyen. Tuy nhidn, yeu td danh tidng eua ngUdi bdn hdng lai khdng ed anh hudng den Idng tin cua sinh vien.
Xdt ve tinh hlnh thyc te hien nay, cd rat nhieu cQa hdng tryc tuyen xuat hidn d nhQng trang mgng xa hdi nhu Facebook, midn ngudi bdn la nhQng ngQdi quen biet, hdng hda trdng bat mdt, hdp dah vdi gid cd vQa phai thi nhQng ngUdl bgn tren cdng ddng
vdi cdc dd tdi tnJde dd Id nhdn thQe rQi ro cQa khach hdng lai khflng dnh hQdng ddn hdnh vi mua sdm cua hp. Didu ndy dQpc ly gidi Id do da sd nhQng san phim md sinh vidn lya ehpn la nhQng hdng hda re tien (< 500.000d), ndn chl phf mdt mdt la khflng dang ke vd vi the hp khdng qua xem tnpng den van dd riii ro. Midn Id nhQng mon hdng dd dpp, hpp thdi trang vd hp cam thay thfch thl hp san sdng chi tra mflt sd tidn nho de ddp Qng nhu cau mua sam. Hdn nQa, rat nhidu sinh vidn lya chpn phuong thQe trd tidn mdt khi nhdn hang, tQc la khi nhdn dupc hdng hda tQ ngudi bdn thi khdch hang se dupe kiem tra hdng hda ti-udc rdi mdi ti-a tien, vi vdy rui ro sd Id thap nhdt.
6. Giai phap
Ket qud cho thay chat lupng d|ch vu, bao dam an toan vd khuynh hudng tin tUdng la 3 nhdn to quan trpng anh hudng den tdng tin eua sinh vidn khi mua hdng hfla qua Intemet. VI vdy, cdc giai phdp dupc dd xuat cho nhQng ngudi kinh doanh tn^e tuyen vd khach hdng nham ndng cao Idng tin trong mua sdm tnJc tuyen se dUpc tdp trung vdo 3 khfa cgnh, bao gdm: chat lupng djch vy cGa trang web; bao ddm an todn trong giao djch va khuynh hudng tin tudng cua ngQdi tidu dQng. Song song d6, nghien cQu cung dUa ra kdt qua la Idng tin khong chi dnh hudng tnjc tiep ddn hdnh vi mua mang san sdng tin tudng de tin dung sdn phdm
Qua dd eho thay nhQng cQa hang trye tuydn ndy sdm ma cdn tae ddng gidn tiep thdng qua bidn khong he c6 ten tufl'i noi trfli trdn th| tnidng nhUng tnjng gian Id thai dfl cQa ngUdi mua. Chfnh vl tiid.
van chidm dUpc long tin khdch hdng, ban dupe rat nhieu hdng hda vd ngudn doanh thu eung khd cao. Hon nQa, doi vdi tang Idp sinh vidn, nhOng ti-ang web qud ndi tidng thi lgi khdng thfch hpp d ^ vdi hp bdi da sd nhOng san phdm 6 nhQng trang ndi tieng thl cd gia kha dat md IQa tudi sinh vidn
dd thQe ddy vide mua sam tiVc tuyen cQa ngudi tidu dQng thl eac giai phap dQa ra can t0p trung vdo hai nhdn td chfnh. dd Id: xdy dyng Idng tin vd ndng eao thdi dfl tfch cyc cua ngQdi mua.
6.1. Viphfa nha kinh doanh tn/c tuyen Ndng cao chat lupng d|ch vy cQa website:
khdng du kha ndng de chi trd cho nhOng mon cdng ty bdn hdng trye tuyen can eung cap thdng hdng nhU vdy tin day du vd try sd, d|a ehi email, sd di§n thoai, Khflng chl vdy, nghidn cQu eon eho thay long thflng tin cQa ngiidi dai didn tren website cua cflng tin khflng chi ed anh hudng tryc tidp den hanh vi
mua sam trgc tuyin md con dnh hudng gidn tiep thdng qua bidn trung gian la thil dd cua sinh vidn, vi the ma van de cdt Idi doi vdi cdc doanh nghidp tryc tuyen vdn Id lam the ndo dd eo thd tgo dyng dupc niem tin vd thdi dfl tfch eye noi khach hdng.
Bdi chi khi khach hdng tin tudng, hp mdi san sdng khoa h9c .
70 thifdng m a l '
ty hodc cdc phudng tidn truyen thflng de khdch hdng cam thdy an tdm khi mua hang. Ngoai ra, doanh nghidp cung phdi dam bdo chat lupng san phdm gidng nhQ hinh dnh da cung cap tren trang web, trdnh tiifdng hpp khdch hdng that vpng khi nhdn san pham khdng giong nhQ da mfl ta, qudng cdo. Vdn de dao tgo vd boi dudng kidn thQe
So 93/2016
fKliN TRflO Pdl
chuyen mdn eho dfll ngu nhdn vien cung rat edn dQpc quan tdm nhdm glQp ngudi mua edm thay ttioa man, tin tudng vd cd the ehpn dupc nhQng sdn pham Qng y, phQ hpp doi vdi hp.
- Bao ddm an todn ve hd thdng thdng tin cd nhdn cua khdch hdng vd hd thdng thanh todn:
dam bao thflng tin cQa khdch hdng Id mdt nhidm vy thidt yeu vd quan trpng la ngudi bdn khdng bao gid cung cap nhQng thflng tin ndy cho bdn thQ ba nham ehupc idi. Ddc bidt, doanh nghidp cdn tien hdnh lien ket vdi cdc sdn giao djch ThUdng mai di§n tQ, ngan hdng chuydn nghidp vd cd uy tfn de xdy dyng cdc chUdng trinh bao ddm thanh todn, dieu nay giOp ngUdi mua nhdn didn ddn v| bdn hang uy tfn va an tdm hdn khi tiianh toan. I^lgudi bdn cung cd tiie dua ra nhieu hinh thQe thanh todn nhu hlnh thQe thanh todn tam giQ cQa cdc cd'ng thanh todn dien tQ (baokim.vn, nganluong.vn, 123pay.vn,...). Qua dd, nhQng tnidng hpp phdn ndn hodc khidu ngi se dupe giai quydt nhanh chdng vd hpp Iv', dam bao mang lai sy hdi Idng cho khdch hdng.
- Nang cao khuynh hudng tin tUdng cQa khdch hdng: ddy la mflt tien de khd quan trpng anh hudng den Idng tin cua khach hdng khi mua sdm true tuyen nen nhQng chidn lupc dupc tidn hdnh nham tiiQc day sy tin tudng va tdm ly mua hdng cua ngudi tidu dQng Id rat cdn thiet Bat cQ tiiong tin gi tren website chQng td san pham cua doanh nghidp rat dupc ua chudng va yeu thfch bdi cflng ddng till se tae ddng ddn vide tin tudng nhan hidu ddi vdi khach hdng. Ndu cd nhQng phdn hdi tdt tQ bao chi hodc khdch hdng thi doanh nghidp cQng can phai chia se len website bdn hdng cQa minh.
Do cung td mflt each rat hQu hidu de ndng cao long tin d ngudi tidu dQng.
- Ndng cao thai dd tich cyc cua ngudi tidu dung: ngudi bdn cung can phai cung cap thdng tin vd ngudn gdc ehfnh xdc ve san pham nhu:
nhdn mac hang hfla, chat lidu, kfeh cd, kidu dang,... de khdch hdng tham khao, ddnh gid vd lya chpn san pham. Bdn canh dd, trang web bdn hdng phai co tinh chuydn nghidp. cu the Id thdng tin ve ngudi ban cung nhu thdng tin ve sdn phdm can dupe bd tri mflt each hai hda, hpp ly tren website. Ddc bidt, nhQng sdn pham eQa cflng ty phai dQpe thd hidn mdt each bat mat, hdp ddh, thu hQt ngQdi tidu dQng.
6.2. OdJ vdi ld)ad hang
Di trd thanh mdt ngQdi tidu dQng tiidng minh vd chpn lya dupc nhQng ndi mua sam dang tin c§y, khdch hang can phai chQ y den chat IQpng djch vu
So 93/2016
md ngudi bdn hdng tn/c tuydn cung cdp. NhQng gidi phdp cy thd se dQpc lidt ke dudi ddy:
- Lya chpn nha cung cap d|ch vy uy tin: khi mudn mua sdm true tuydn, khdch hdng can kidm tra tfnh xdc thye vd hpp phdp ciia website ThUdng mgi didn tQ thflng qua Cdng thflng tin quan 1;^ hogt dflng ThUdng mai didn tQ thupc Bfl Cdng ThUdng tai dja chi http://www.online.gov.vn. Ke tidp, ngudi tidu dung tryc tuydn cQng cdn phai ndm rd thflng tin cQa hdng tryc tuydn, each thQe xQ ty khi ed van de phat sinh, didn hinh nhu Id van de bao hdnh, tra hang vd hodn tien. Khdng chl vdy, ddi Itie hinh anh khdch hdng nhin thdy trdn trang mua ban vd san pham nhdn dUpc sd khdng giong nhau, do dnh chinh sQa mau, hodc mfl ta ehua sat thye. Vi vdy, hay tim hidu thdt ky ve cQng mpt san pham dd tren cdc trang khac ho$c nhd tu van tQ nhQng ngudi da tQng mua san pham tUdng ty nhu vdy
- Bao ddm an todn trong qud trinh giao dich: sQ dung cdng cy thanh todn tn/c tuydn cCia cdc nhd eung cdp Id mdt giai phdp mua sdm an todn. Dien hinh Id djch vy Bankplus cQa Viettel ho$c hinh thQe vi didn tQ - Id mflt tdi khodn didn tQ, cd chQe ndng nhu mdt chide vi tien trong thd gidi Intemet nham ho* trd ngudi dQng giao djch tai cdc tiang web ThUdng mgi didn tQ va tgi cae cdng ddng mgng eo hogt dflng thanh todn ho^e tra phi. Vf dien til giQp ngudi dQng yen tdm hon khi mua sdm va van de chuydn tien - nhdn tidn giOa cdc vf eung didn ra mdt each thudn W^n, nhanh chdng vd an todn.
- Ndng cao khuynh hQdng tin tudng: mflt giai phdp giup kiem tra dfl uy tfn cQa ngUdi bdn Id ngudi mua co the tham khao y kidn cda ngQdi tiidn vd ban bd tin c§y. Ddc bidt, vdi nhQng tnidng hpp gid ban re hdn nhidu so vdi gid chung cQa- tii!
trudng thi ngUdi tieu dQng can phdi tra cQu mQc dp uy tin cQa website thong qua cac td chQc tfn nhidm nhu Safeweb.vn. Ben canh dd, khdch hdng cung nen mua sdm d nhOng trang web c6 nhieu phan hdi tdt tQ phfa khach hdng cua hp, bdi dd Id nhQng bdng chQng chQng to doanh nghidp kinh doanh nhOng san phdm cd ehat lupng tdt.
- Tao thai dfl tich eye khi mua hdng: khdch hang cdn lya chpn nhQng website tgo cam giac thoai mdi vd thudn tidn nhat khi mua sam. tianh ede thQ tyc rudm rd lihi ddt hdng vd thanh toan.
Die bidt Id, ndn mua sam 6 nhQng cQa hang tn/c tuyen cd cung cap day dQ cdc tiidng tin vd san pham dd c6 the c6 nhQng quydt dinh mua hang dung dan nhdt.
kJioa hQC CS- thififng m^l 71
y KIEN TRflO D6I
TQ cac giai phdp tren, nhQng ngQdi kinh doanh bi/c tuyen se xay dyng chien lupc kinh doanh phQ hpp nham xdy dyng niem tin d ngudi tidu dQng, tiiQc ddy hoat dflng bdn hdng cQng nhu md rflng tiiUdng hidu tn/e tuyen, gdp phdn eho sy tang frudng va phat tiien hoat dflng ThUdng mai didn tiJt tai Viet Nam tnjng thdi gian tdi. Ngoai ra, khdch hang eung trang bj dupe mflt sd ky nang de cd the trd thdnh nhQng ngQdi tidu dQng thong minh, giup hp cam thay ty tin, an tdm khi mua hang qua mang, qua dd cung glQp ngudi ban hang tryc tuyen hoat dflng mflt cdeh cd hidu qua hon.
7. Kel lu#n
Qua qua frinh khao sat va phdn tich cho Uiay chat lugng dich vg cua trang web, bao dam an toan frong qud frinh giao djch vd khuynh hudng t\n b/dng cua khaeh hdng Id ba nhdn to thiet yeu anh hudng tnic tiep den ldng tin cQa sinh vidn khi mua hdng trQc tuyen. Nghidn cQu edn dua ra kdt qua Id Idng tin cd anh hUdng mgnh (tiye tiep) den hanh vi mua sam tn/c tuyin cQa sinh vidn vd anh hudng gidn tiep tiiong qua bien trung gian la thii dd ngUdi mua hang. Nghidn cQu ndy se Id tien dd cho ede nghien cQu sau ndy vd hdnh vi ngUdi tidu dQng, bdi khong chl ed long tin mdi tdc dflng den hdnh vi mua sam md sy hdi Idng hay Idng tiling thdnh oJng se cd tdc dflng den quyet dmh mua sam tnic tuyen cQa khach hdng. Rd rang, ddng gdp thiet thyc cQa nghidn cQu ndy khde so vdi cac nghidn cQu khdc khflng chl bd sung vao co sd 1;^ ludn ve ThUdng mai didn tQ md quan frpng hdn cdn bd' sung them dQ lidu khao sdt tiiyc nghidm tQ khia canh eau, dieu nay giQp fch cho cdc doanh nghidp (cQa hang tnic tuyen) hodn thidn hdn vd hoat dflng kinh doanh ThUdng mai didn tQ. •
7a/ llju ttiam khao:
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72 thifdnBRial
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Summary
The research aims to analyze the factors affecting the trust of students in shopping online as well as the relation between trust and online shopping behavior. With tiie sample of 343 full - time students at Can Tho University, the stud applied such research techniques as Cronbadis Alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Stiuctural Equation Modeling (SEM). The results show that three major factors affecting the bnjst of online shoppers include the existence of online shops, security in transaction and frust pattern of stu- dents. It can also be seen that tmst has a direct effect on online shopping behavior and indirect impact on online shopping behavior through buy- ers attitude. The research also suggests some recommendations on promoting online selling and building trust as well as students online shopping behavior.
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