Cac nhan to anh hiTofng den hanh vi tieu dung hang may mac cua cu* dan TP. Da NSng
v o THI THANH THCTdriG*
N G G Y I N THI THAO"
Tom m
Bdi viit dffa tren kit qud khdo sdt cdc hg gia dinh tren 6 qudn thugc dia bdn TP. Dd Ndng vdi 381 mdu hgp le de nghien cUu nhffng nhdn tddnh hudng din hdnh vi tieu diing hdng may mdc tren dia bdn TP. Dd Ndng. Dong thdi, dffa tren nhffng kit qud dgt dugc, nhdm tdc gid de xudt gidi phdp giup cdc doanh nghiep cffng cd thi phdn trong nudc, cgnh tranh vdi thi trudng hdng may mdc nUdc ngodi.
Tifkhoa: hdnh vi tieu dung, hdng may mac, cgnh tranh, khdch hdng, hdng ngi dia
Summary
The research is based on the result of a household survey on 6 districts under Da Nang city.
With 381 valid samples, it aims to study factors influencing local consumer behavior towards purchasing garments. Also, the authors propose solutions for enterprises to strengthen their both domestic and foreign market share.
Keywords: consumer behevior, garment, competitive, customer, domestic goods
GlCfl THIEU
Viee gia nhap vao eac hiep dinh thrfdng mai da plirfdng, nhrf: TPP, WTO, ASEAN... ngay eang lam gia tang ap life eanh tranh giffa hang trong nffdc va nffdc ngoai. Det may la mpt trong nhffng nganb dang ddi mat vdi yeu cau ngay mpt khat khe hOn va suf eanh tranh khde let hdn bao gid bet. Tuy nhien, thife trang dang budn hien nay la mat bang may mac ehu yeu lai dtfde tang effdng xua't khau sang thi trffdng ben ngoai, ma lai de trong sau Itfiig minh thi trtfdng npi dia day tiem nang. Vi ly do do, viec nghien cffu eae nhfin td anh htfdng de'n hanh vi tieu diing hang may mac tren dia ban TP. Da Nfing se giup dinh htfdng diing dan de khai thac thi trffdng tieu thu hang may mac trong nrfde mpt each triet de nhfi't.
CO sd LY TIIUYET
VA P H U O N G P H A P NGfflEN CLfU
Cdsdiy thuyit
Trong eong tiinh nghien eiiti ve hanh vi ngrfdi tieu dimg, David L.Loudon & Albert J. DeUa Bitta (1993) da dinh nghia "Hdnh vi ngudi tieu dung la qud trinh ra HINH 1: MO HINH NGHIEN CCiU CAC NHAN TO ANH HUdNG
DEN HVTD HANG MAY MAC NOI DIA BAN DAU
Van hoa
Xa hpi
Ca nhan
Tam ly
Chieu thi
+
Thai do
San pham
Gia ca
Phan phoi
"ThS.. "ThS., TrrfSng Dai hpc Duy Tan i Email: [email protected] Ngay nhan bai 25/06/2016; Ngay phan bien: 15/08/2016: Ngay duyet dang: 17/08/2016
Economy and Forecast Reviev. A.-^
BANG 1: THANG DO CAC NHAN TO ANH HCiflNG DEN HANH VI TIEG DCING HANG MAY MAC NOI DjA
NHAN TO VAN HOA
NHAN TO X A H Q I
NHAN TO CA NHAN
NHAN TO T A M L Y
NHAN TO SAN P H X M
NHAN T d GIACA
NHAN TO PHAN PHOI
NHAN TO CHIEU THJ
1
1
2 3 4
5 6
7 8 9
10
11 12 13 14 15 16 17 18 19 20
21 22 23 24 25 26
27
28 29 30 31 32 33
34 35 36 37
38
39 VHl
VH2 VH3 VH4
VH5 XHl
XH2 XH3 XH4
XH5
XH6 CNI CN2 CN3 CN4 CN5 TLI TL2 TL3 TL4
TL5 SPI SF2 SP3 SP4 SPS
GCI
GC2 GC3 GC4 GC5 PPl PP2
PP3 PP4 CTI CT2
CT3
CT4
Do phu hdp vdi dac diem moi trtfcfng song va lam viSc
Do phii hdp vdi ton giao
Do phu hdp vdi xu hirdng chung hien nay Do phu hdp vdi thuan phong my tuc cua dan tpc
Do phii hdp vdi tang Idp xa h6i Do tham khao y kien ciia ngirdi than trong gia dinh
Do tham khao y kien ban be than quen Do lang nghe ttf van tir dong nghi$p Do tham khao y kien tir cac to ehu'c khac nhtf cac diln dan, cac hpi da su" dung, cac mang xa hpi...
Do anh htfdng tir phong c^ch ngtfdi ndi tieng
Do anh htfdng theo phong trao xa hpi Phii hdp vdi s6 thich ca nhan Phu hdp vdi Itfa tudi Phii hdp vdi gidi tinh Phil hdp vdi nghe nghiep hien tai Phii hdp vdi phong each cua ca nhan Cam thay ttf hao khi diing hang npi dia Cam tha'y tin ttfdng hang npi dia Cam thay thich thii khi sii' dung hang npi dia Cam tha'y gdp phan vao stf tang trtfdng va xay dtfng cija dai ntfdc
Cam thay hai long ve san pham hang npi dia Da dang ve mau sac
Da dang ve kieu dang, miiu ma Phii hdp vdi yeu tp miia vu thdi tie't Chat Itfdng dam bao
Nhieu thtfdng hieu dtfdc nhieu ngtfdi biet den va tin dung
Do gia hang may mac npi dia re hdn so vdi cac hang khac
D l dang so sanh ve gia Tiet kiem dtfdc mpt khoan tien Gia ca canh tranh
Mua dung gia niem yet Cd nhieu dia diem ban
Thuan tien trong qua trinh di ehuydn den dia diem ban
Dia diem bdn hang la cac sieu thi Idn uy tin Nhieu dia diem trtfng bily dep, ddc ddo Nhieu chtfdng trinh khuyen mai theo kem Dtfdc chiet khau hoa hdng khi mua vdi sd ItfdngIdn
Da phan nhan vien deu rat nhiet tinh gidi thieu
Nhieu chtfdng trinh truyen hinh, bao chi tuyen truyen khuyen dung
quyit dinh vd hdnh ddng thffc ti cua cdc cd nhdn khi ddnh gid, mua sdm, sff diing hoac logi bd nhffng hdng hod vd dich vu "
Hay theo Philip Kotler, "Hanh vi tieu dhng la nhffng banh vi cu the eua mpt ea nhan khi thffc hien eac quye't dinh mua sam, sff dung va vfft bd san phfi'm bay dich vu "
Dffa tten nghien cffu ly thuyet eiing nghien eiJu cua cac tae gia khae nhau vl linh vifc hanh vi tieu dung ttong va ngoai nrfdc d mpt sd linh vufc ttifdc do, nhdm tae gia ke thffa va bd sung mo hinh nghien cffu nhff Hinh 1 va cd cae gia thuye't sau:
HI: Ye'u td van hda anh htfdng de'n thai dp eua ngtfdi tieu dilng;
H2: Ye'u td xa hdi anh htfdng de'n thai dp cua ngtfdi tieu dilng;
H3: Yeu td tam ly anh htfdng de'n thai dp cua ngtfdi tieu dung khi mua hang may mac npi dia;
H4: Ye'u td ca nhfin anh htfdng den thai dp cua ngtfdi tieu diing;
H5: Ye'u td san pham anh htfdng de'n thai dp eua ngtfdi tieu dung;
H6: Yen td gia ca anh htfdng de'n thai dp cua ngtfdi tieu dUng;
H7: Ye'u td phfin phdi anh hrfdng de'n thai dp cua ngtfdi tieu diing;
H8: Yeu td chieu thi anh htfdng de'n thai dp cua ngtfdi tieu diing;
H9: Yeu td thai dp anh htfdng de'n quye't dinh mua bang may mac npi dia cua ngtfdi tieu dung
Phffdng phdp nghien cffu
Cupc khao sat dtfde tie'n hanh d eae bp gia dinh tten 6 qufin thupe dia ban TP. Da Nang vdi tdng sd mfiu phat ra 400 mau, ke't qua thu dtfdc 381 mfiu b(3p le thong qua bang cfiu hoi gifi'y dtfde phat ngau nhien. Thdi gian nghien cffu tff thang 3/2016 de'n thang 5/2016.
Cac tbang do eua cac khai niem nghien cffu ttong mo hinh sff dung thang Likert tbang diem danh gia tff 1 den 5. Thang do drfdc sff diing trong bang cfiu hoi de do Irfdng eac bie'n trong mo binh nghien crfu eu the 5 (Bang 1).
Nghien cffu sff dung phfin tieh thdng ke mo ta, phrfdng phap phfin tieh nhfin td kham pha EFA (Exploratory Factor Analysis) va danh gia dp tin cay Cronbach alpha. Sau do, phfin ticb trfdng quan giffa cac bie'n. Cudi ciing phan tich boi quy da bien va phan ticb ANOVA de kiem dinh gia thuye't nghien cffu (Bai vie't sff dung each vie't sd thfip phfin theo chuan qude te).
64
Kinhle
KET QUA NGHIEN CtTU Kiem dinh Cronbach's Alpha Qua cac lan chay Cronbach's Alpha cho cac nhdm bie'n, ta cd ke't qua kiem dinh cuoi cilng cua cac nhdm Ifin ltfdt nhtf Bang 2.
Can eff vao mo hinh ly thuye't, bang cfiu hoi bao gdm 9 nhdm bie'n dpe lap (Trong do cd 8 bien ngoai sinh va 1 bie'n npi sinh bien thai dp) va 1 bien phu thupe. Thang do Likert vdi day gia tri 1 de'n 5 dtfdc sff dung de do ltfdng cam nhfin eua ddi ttfdng dtfdc khao sat ve cac ye'u to anh htfdng de'n Hanh vi tieu diing hang may mac npi dia. Ke't qua phfin tich dp tin cay Cronbach's Alpha cho cac nhdm bien, sau khi loai cac bien khdng dat yeu cau thi cdn lai cac 7 nhdm bie'n sau: Xa hpi (XH4. XH5, XH6), Ca nhfin 1CN1.CX2. CN4. CN5). Tfim ly (TLI, TL2,TL4, TL5). San phfi'm (SP'l. SP3, SP5), Gia ca (GC2, GC3, GC4, GC5).
Chieu thi (CTI, CT2. CT3. CT4). Thai dp (TDI, TD2, TD4, TD5, TD6). Cae bie'n nay se dtfdc sff diing ttong phfin tich nhfin td kham pha EFA.
Kiem dinh EFA
Dieu kien de phfin tieh nhan to' kham pha EFA la phai thoa man eae yeu can:
He sd tai nhan td (Factor loading) > 0.5;
He sd KMO dat 0.5 < ICMO < 1; Kiem dinh Bartlett ed y nghia thdng ke Sig.
< 0.05; Phan ttam phtfdng sai toan bp (Percentage of variance) > 50% (Bang 3).
Thong qua ke't qua phfin ticb nban td, cac bien quan sat drfdc gpp thanh 5 nhdm nhan td ehinh, gdm: Tfim ly (4 bien quan sat), Ca nhan (4 bie'n quan sat), Chieu thi (4 bien quan sat), Gia ca (4 bien quan sat), Xa hpi (3 bie'n quan sat), bie'n San pham VI khong dat yeu cau nen bi loai.
Kiem dinh tiiang quan bien
He sdsig deu nho hdn 59^. day la mpt ttong nhffng tien de tdt giup nhdm tac gia tien hanh xfiy drfng mo hinh bdi quy da bie'n. Qua kiem dinh ttfdng quan. bien xa hpi va ca nhfin bi loai ra khoi mo hinh hdi quy vi he sdsig Idn hOn 5'7c. Cac bie'n con lai deu thda man yen cau.
Hdi quy da bien giffa cac bien ngoai sinh va npi sinh: Bie'n ngoai sinh la bie'n thai dp (TD), se drfdc chay hdi quy vdi nhdm bie'n npi sinh gdm: tam ly. gia ca, ca nhfin, chieu thi. Ta cd ke't qua hdi quy da bien (Bang 4).
Qua ket qua hoi quy cho thfi'y: ehi cd nhfin td GC (Gia ca) ed he sd sig Idn bPn
5%, do dd bie'n nay khong drfde chfi'p nhan trong mo binh hoi quy. Cac nhfin td con lai deu dat yeu eau ve he sd sig, ciing vdi be sd VIF nho hdn 2, dieu nay cho tha'y khong tdn tai da eong tuyen ttong mo hinh. Ham hdi quy eua thai d5 drfde xay dtfng nhtf sau:
THAIDO = 0.508*00 + 0.199*OT
BANG 2: P H A N TICH CRONBACH'S ALPHA Bien
1 quan
! s a t
Cronl>ach's Alptia
Cronbach's .Alpha if I t e m
Deleted Bie'n quan sat
^ .686 \ ]XH4
\XH5 1 XH6
.672 .686 .671
TU TL2 TL4 TL5
.774 1 CVI
C\2 C.\4 C.V5
\GC2 GC3 GC4 GC5
.761
.684 .651 .770 .772
.691 .692 .696 .737
SPI SP3 SPS
CTI CT2
Cronbach's 1 C r o n b a c h ' s Alpha .Alpha if I t e m
Deleted .805
! .753 .740 .744
\ .785 .685
.641 , .672 1 -667 !
.746 1 .698 .663 1 CTJ
CT4
1 .7S7
\TDn
\ TD2
\ TD4 TD5 TD6
BAN Chl tieu c a n d a n [He so KMO
Gid tri Sig Phuang sai trich , Gid tri Eigenvalue
.676 .712
.755 .735 .772 .739 .734
N g u o n : tinh t o a n ctia n h o m t a c gia
G 3 : K E T QUA PHAN TiCH E F A I gia Gia t
;
ri cba}
0.755 0.00 61%
1.313
• dtfdc 1 K^t l i 4 n 0.5<0.755<I 0.00 < 0.05
61 > J O * ' 1.313 >1
HINH 2: WO HINH HANH VI 'HEO DONG HANQ MAY MAC NQI DIA HIEU CHINH LAN 2
Nghe nghiep
Economy and Foreca>t Review A i ;
BANG 4: HOI QUY DA BIEN Model
(Constant) TL CT GC
Standardized Coefficients
Beta
.508 .199 -.015
t
9.621 11.264 4.184 -.308
Sig.
Tolerance
.000 .000 .000 .759
Collinearity Statistics VIF
.830 .745 .754
1.204 1.341 1.326
Hdi quy ddn giffa bien npi sinh va bie'n phu thupc:
Bie'n thai dp (THAIDO) se dffdc ehay hdi quy cilng vdi bie'n phu thupc cua mo hinh la bie'n hanh vi tieu dung (HANHVI). He sd VIF < 2; sig nho hdn 5% vfiy mo hinh hdi quy la hoan toan phii hdp. Ta cd kdt qua hdi quy sau: HANHVI = 0.687*THAIDO
Kiem dinh TVNOVA cho cdc bien gidn tiep
Ket qua eho tha'y, phffdng sai eua hanh vi ed bang nhau bay khae nhau giffa tudi, nghe nghigp. Sig deu Idn bdn 0.05 nen gia thuye't "PhffPng sai bang nhau" drfde chfi'p nhfin va bac bo gia thuyet "Phrfdng sau khac nhau ".
Va do do, ke't qua phfin tich ANOVA ed the sff dung.
Ke't qua phfin tieh ANOVA vdi mffe y nghia 0.017
< 0.05 nen du dieu kien de khang dinh suf khac biet ve mat thd'ng ke khi xet cae nhdm ye'u td trong dp mdi.
Dieu nay eung cd nghia la: Cd sif anh hffdng cua dp tudi den banh vi tieu dung hang may mac npi dia.
Ke't qua phfin tieh ANOVA vdi mffe y nghta 0.02 <
0.05 nen ta du dieu kien de khang dinh sff khac biet ve mat thdng ke khi xet cae nhdm yeu td ttong nghe nghiep. Dieu nay eung cd nghia la: Cd sif anh hffdng cua nghe nghiep den hanh vi tieu dung hang may mac npi dia.
Vdi ket qua nghien cifu eua nhdm, khi nghien cttu ve nhfin td anh hrfdng de'n banh vi tieu dung bang may mac npi dia, nhdm tac gia xfiy drfng drfdc md binh cu the nbrf Hinh 2.
Ke't qua eho tha'y, tff 9 bien quan sat ban dau theo mo binh ly thuyet, qua ke't qua nghien cffu, chi con lai bie'n ngoai sinh tae dpng manh me de'n thai dp ngffdi tieu diing lan Irfpt la: Gia ca (GC) (0.508) va Chieu thi (CT) (0.199) va Thai dp (TD) (0.687) anh hffdng manh me den hanh vi tieu dung hang may mac ciia eff dfin TP. Da Nang. Ben canh do, sff xufi't bien cua cae nhdm bie'n gian tie'p la dp tudi va nghe nghiep eung la mpt trong nhffng ye'u td quan trpng, lam ep sd cbo cae
nghien cffu sau nay tham khao va phat trien mo hinh mdi.
KET LUAN VA KIEN NGHI Ke't qua nghien cffu chi ra rang, Gia ea, Chieu thi. Thai dp la nhffng nhan td anh hffdng den hanh vi tieu diing hang may mac cua TP. Da Nang. Qua do, nhdm tae gia de xufi't mpt sd kien nghi giiip eac doanh nghiep nfing cao chfi't lffdng phuc vu, dap ffng nhu cau eua ngtfdi tieu diing ttong Thanh phd^.
Thff nhdt, ve gia ca, can tang etfdng nghien cffu va phat trien san pham, ha gia thanh san pham. Dtfa ra cac mffe gia hdp ly de canh ttanh vdi san pha'm nffdc ngoai. Ddng thdi dtfa ra cac dich vu nhtf:
tta lai hang de dang, giao hang miSn phi, dat bang nhanh cho khaeh hang. Can niem yet gia ro rang, eu the tffng san pham thifc te va tten website de khach hang dS dang so sanh gia va chpn ltfa.
Xay difng phtfdng thffc thanh toan linh boat eho khaeh hang.
Thff hai, ve nban td Chieu tbi, cac doanh nghiep can td chffc cac budi sff kien, hdi thao, budi ra mat san pham mdi va tang qua cbo khach hang vdi mue dieh xay dffng mdi qua he giffa doanh nghiep va khaeh hang. Nhfin dip eac ngay 16, can ed nhffng chtfdng trinh khuyen mai, tri fin cho khach hang. Day manh cac boat dpng quang cao, PR, chtfdng tnnh xuc tie'n thtfdng mai dfi'y nhanh tdc dp tieu thu cung nhtf lam tang kha nang tieu thu san pham eho doanh nghiep, flm kiem khach hang, tao uy tin ban dau eho doanh nghiep.
Thff ba, ve Thai dp, can cd thai dp niem nd vdi khach banh, tao cho khach hang mpt cam giac tin tffdng, mot sff thoai mai va cam hffng mua hang. De dat dtfdc tbanb eong, ngtfdi ban phai cd mpt van boa giao tiep ban bang thanh thuc, mpt ngon ngtt giao tie'p Uch stf va khdn kbeo.Q
J A I LIEU THAM KHAO
1. Trtfdng Dinh Chie'n (2010). Qudn tri Marketing, Nxb Dai hpc Kinh te Qudc dan. Ha Npi 2. Anderson DF( 1983). Marketing, scientific progress, and scientific method, Joumal ofMarketino 47 Fall, 18-31 •' ""^^«""S.
3. David L.Loudon & Albert J.Delia Bitta (1993). Consumer Behavior: Concepts andAnnlimtinr,^
McGraw-bill Inc, 4* edition, USA imications, 4. Michael R. Solomon (2006). Consumer Behavior, Prentice Hall, 2006
5. Philip Kotier (2002). Marketing cdn bdn, Nxb Thdng ke, Tai ban lan thff 3
