Cac nhan to anh hui&ng den quyei dmh mua san pham dien may tru'c tuyen cua ngu'Gfi tieu dung
trong moi tru'ofng gia dong
NGUYIN TH! PHa'dNG DUNG*
Tdm tit
Nghien cffu dUffc ihuc hiin nhdm ddnh gid mffc do tdc dong cua cdc nhdn td'anh hudng den quyet dinh mua true tuye'n cua ngUdi tiiu dung dd'i vdi sdn phdm dien mdy trong moi trUdng gid dgng tgi Hd Noi. Tff do. xdc dinh mffc do dnh hudng cua cdc nhdn td: Cdm nhdn ruJ ro;
Thdi do; Nhdm tham khdo; Nhdn thffc kiem sodt hdnh vi. Gid dgng; Ddc tinh sdn phdm vd doanh nghiip; Niim tin de'n Quyel dinh mua trffc tuyi'n cua ngUdi tieu dCing. Trong do, nhdn to Cdm nhdn rui ro vd Gid dgng cd tdc dgng manh nhdt; Nhdn tddnh hudng thdp nhdt Id Dgc tinh sdn phdm vd doanh nghiip. Tren cff sd do, tdc gid dUa ra dUffc mot sd khuyen nghi cho cdc doanh nghiep kinh doanh true tuye'n sdn pham dien mdy.
Ttf khda: quye't dinh mua hdng trUc tuyi'n, sdn phdm dien mdy, gid dong Summary
This research is to determine the influence level of factors affecting customers' online purchase decision for electrical products in dynamic price in Hanoi, including Perceived risk; Attitude;
Reference group; Perceived behavioral control; Dynamic price; Product and business characteristics; Belief. Specifically, Perceived risk and Dynamic price create the strongest impact; Product and business characteristics have the lowest influence. From those findings, the author provides some recommendations for online trading businesses in electrical products.
Keywords: online purchase decision, electrical products, dynamic price
GlCfl THIEU CO S6 LY THUYET VA PHl/ONG PHAP NGHIEN CLfU
Cupc Cach mang Cdng nghidp 4.0 da mang dd'n
nhieu tie'n bd trong cdng nghd, dac biet la trong lmh vtfc Crf sd ly thuye't
kinh doanh trtfc tuye'n, md ra nhtfng cd hpi va kha nang Cung vdi stf phat trien cua thtfdng mai mdi la. Mac du vay, vide xde dinh gia chinh xae trdn didn ttf, thi quye't dinh mua trtfc tuye'n nen tang ban hang trtfc tuye'n vin edn la mgt nhidm vu cua ngtfdi tidu dung la chii de dtfdc nhieu ra't phtfc tap. Ap dung cdng nghd dtf lieu ldn cho phep nha nghien effu quan tdm.
ngtfdi ban hang trtfc tuye'n thay do'i gia bdn san pham Nghidn ctfu cua Pavlou (2001), Tan theo thdi gian_thtfc nhanh chdng va sat vdi mtfc gia ma va Teo (2000) cho tha'y. rui ro cam nhan khdch hang sdn sang chi tra, ed the' canh tranh dtfdc vdi anh htfdng dang ke' dd'n xu htfdng mua dd'i thu va dam bao doanh thu cho doanh nghidp. Tuy trtfc tuye'n. Hsin Chang va Wen Chen nhien, vdi stf nang cao nhan thtfc cua ngtfdi tidu dung (2008) cung da chtfng minh rang, cam nhtf hien nay, thi can xem xet nhtfng thay doi cd the" nhan riii ro cd md'i quan he ty Id nghich xay ra trong hanh vi cua ngtfdi tidu dung khi ho dtfa vdi quye't dinh mua trtfe tuyd'n.
ra quye't dinh mua san pham ap dung chien thuat gid Nghien cdu cua Lin (2007) cho tha'y, dgng. Do vay. vide nghidn ctfu xac dinh va danh gid thai do va nhdm tham khao cd tac ddng mtfc dp anh htfdngeua cde nhdn tdtac ddng dd'n quye't de'n hanh vi mua trtfc tuye'n Cu the thai dinh mua trtfe tuye'n san pha'm dien may Clia ngtfdi tieu dp de cap dd'n nhffng -i : , o,.^ td't hav dung trong mdi trtfdng gid ddng la can thid't, khdng td't cua khach hanL: ;- ",}(. stf dune 'ThS., Vien Kinh te BtfU dien - Hoc vien Cong nghe Biru chinh viin thong
Ngdy nhdn bdi: 14/10/2019; Ngdy phdn bien: 22/10/2019; Ngay duyet ddng; 22/10/2019
138
intemet de mua hang hda hoac dich vu ttf cac website ban le; nhdra tham khao la nhflng ngtfdi cd anh htfdng tdi vide hinh thanh ndn thdi dp, nhSn thtfc va hanh vi cua khach hang dd'i vdi mgt san phd'm, thtfdng hidu hay mdt doanh nghidp.
Dong thdi, Lin (2007) cho rang, nhan thtfc kiem soat hanh vi cung cd tac ddng dd'n quyd't dinh mua trtfe tuye'n cua ngtfdi tieu dung._
Mgt so nghidn ctfu khde ciia cac tdc gia Jarvenpaa va Todd (1997); Jiuan Tan (1999) cung chi ra cac nhan to lien quan dd'n san pham va doanh nghiep dtfdc tim ra trong lan mua trtfdc cd lien quan dd'n muc dich mua sam cua khach hang khi mua trtfc tuyen.
Ben canh dd, niem tin cung cd tdc dgng de'n quye't dinh mua trtfc tuye'n cua ngtfdi tidu diing. Nghien ctfu ciia Pavlou (2003) cho tha'y, niem tin cua khdch hang dd'i vdi mgt website ban hang trtfe tuyen la ragt ye'u td' quan trgng anh htfdng dd'n quyd't dmh mua trtfc tuyd'n ciia hp.
Cdc bid'n kie'm soat (bie'n thudc v l nhan khau hpc) bao gom: tuoi, trinh dp hpc van, gidi tinh, thu nhap.,. Nghidn ctfu Clia Goldsmith va Goldsmith (2002) cho tha'y, tudi khdng phai la yd'u td quan trpng anh htfdng de'n hanh vi mua trtfc tuyen, trong khi nghien ctfu ciia Teo (2001) thl kd't luan rang, tud'i anh htfdng ldn dd'n hanh vi mua trtfc tuyd'n.
Nhtf vay, Itfdc khao cac cdng trinh nghidn ctfu trtfdc dd, tac gia de xua't md hinh nghien ctfu cac nhan to' tde ddng den quyd't dinh mua trtfc tuye'n san pha'm didn mdy ciia ngtfdi tidu dimg nhtf Hinh.
Cdc gia thuye't dtfdc de xua't nhtf sau:
HI: Cam nhan riii ro cd anh htfdng ngtfdc chieu (-) dd'n quye't dinh mua trtfc tuyen san pha'm didn mdy tai Ha Ndi.
H2: Thai do cd anh htfdng thuan chieu (+) de'n quyd't dinh mua trtfc tuye'n san pham dien may tai Ha Ndi.
H3: Nhdm tham khao cd anh htfdng thudn chieu (+) dd'n quye't dinh mua trtfc tuyen san pha'm didn may tai Ha Ndi.
H4: Nhan thtfc kiem sodt hanh vi cd anh htfdng thuan chieu (+) den quyd't dinh mua tnfc tuye'n san pham dien may tai Ha Ngi.
H5: Gia ddng cd anh htfdng thuan chieu (+) den quye't dinh mua trtfc tuye'n san pha'm dien mdy tai Ha Ndi.
H6: Dac tinh san pham va doanh nghiep cd anh htfdng thuan chieu (+) dd'n quye't dinh mua trtfc tuye'n san pham dien mdy tai Ha Ngi.
H I N H : MO HIMH NGHIEN CCfU
Mguon De
H7: Nilm tin cd anh htfdng thuSn chieu (+) de'n quyd't dinh mua trtfc tuyd'n san pha'm dien may tai Ha Ndi.
H8: Khdng cd sii khde biet ve mtfc do tac ddng ciia cac yd'u to' nhdn kha'u, nhtf: gidi tinh (H8a), tud'i (HSb), trinh do hpc van (H8c), thu nhap (H8d) dd'n quyd't dinh mua trtfc tuye'n san pham didn may tai Ha Ndi.
Trong dd:
Thang do Cam nhan riii ro gdm 4 bie'n quan sat da ma hda ttf RRl dd'n RR4.
Thang do Thdi dp gdm 2 bie'n quan sdt da ma hda ttf TDI denTD2.
Thang do Nhdm tham khao gdm 7 bid'n quan sat da ma hda ttf TKI de'n TK7.
Thang do Nhdn thtfc kid'm soat hanh vi gdm 7 bie'n quan sat da ma hda ttf KSI de'n KS7.
Thang do Gia dgng gdm 5 bie'n quan sat dd ma hda ttf GDI den GD5.
Thang do Dac tinh san pham va doanh nghiep gdm 5 bie'n quan sat da ma hda ttf DTI dd'n DT5.
Thang do Niem tm gdm 4 bie'n quan sdt da ma hoa ttf NTI de'n NT4.
Thang do Quye't dinh mua trtfc tuyd'n san pham dien may gom 3 bie'n quan sat da ma hda ttf QDl dd'n QD3.
Cac bid'n quan sat dtfdc do Itfdng bang thang do Likert vdi thang dilm ddnh gia 7 mtfc.
Phtfdng phap nghien ctfu
Nghien ctfu dinh Itfdng dtfdc stf dung thdng qua phtfdng phdp la'y mau thuan tien dd'i vdi nhtfng khach hang da cd kinh nghiem truy cap vao cac website bdn hang trtfc tuye'n, nhu^g ngtfdi da ttfng mua trtfc tuye'n ddi vdi san pha'm dien may tai Ha Ndi. Sau dd, thu thdp dtf heu thdng qua phtfdng phdp phdng va'n web-based, phie'u khao sdt dtfdc tdc gia thiet kd' trdn cdng cu Survey Monkey va gtfi de'n dd'i ttfdng khdo sat thdng qua eac cdng eu trtfc tuyd'n, nhtf: thtf dien ttf, mang xa hdi. Nghien cu\i dtfdc thtfc hidn trong thdi gian flidng 04/2019. Sau khi loai bd cac phie'u khao sat khdng dat ydu cau, cdn lat 294 phie'u hpp Id dtfde stf dung dd' phdn tfch dff hdu.
Dtf lieu nghien ctfu dtfdc phan tich bdng phan mem SPSS thdng qua eac btfdc: kiem dinh do tin cdy thang do, phdn tich ttfdng quan va phan tich hdi quy.
KET QUA NGHIEN CLfU
Ke't qua kid'm dinh thang do ^ ^ Phtfdng phdp Cronbach's Alpha dtfdc diing de kidm dinh do tin cay cua thang do. Bang 1 cho thay, td't ea 139
BANG 1: KET Q U A KIEM D!NH DQ TIN CAY CGA THANG DO N h S n tfi'
tJam nhan nii rn Thil do Nhom thiim khao Nhan thiJc kiem soat hanh vi Gia donf!
Dac tinh san ohii'm va doanh nehiep Niem Un
Oiivel dinh
S6'bid'n
4 3
C r o n b a c h ' s
0 . 8 4 2
H ^ so' tiftfng q u a n bi^n tSng n h o nhS't
0 . 5 4 9 0 . 6 3 5 0 . 4 7 5 0 . 5 6 3 0 . 4 5 6 0 . 6 5 4 0.389 0.727
BAMG 2r MA TRAM HE SO l a d M G Q U A N PEARSOM CORRELATIOM
O u y e t d i n h C a m n h a n rui ro T h a i d o N h o m t h a m k h a o N h a n thii'c k i e m s o a t h a n h vi G i a d o n g D a c iinh san p h a m va doanh nghiep N i e m tin
Q u y e t d i n h 1 0 . 5 3 4 0 . 3 7 6 0 . 4 9 8 0 , 5 4 2 0 . 4 5 0 0 , 5 7 1 0,592
C a m n h ^ n r u i ro
0 . 5 3 4 I 0 . 2 3 9 0 . 1 2 5 0 , 3 1 2 0 . 4 3 2 0 , 3 2 3 0.351
T h a i d 6
0 . 3 7 6 0.239 1
onu
0 , 4 3 9 0 , 4 ^ 3 0 , 3 4 6 0 , 3 0 9
N h o m t h a m k h a o 0 . 4 9 8 0 , 1 2 5 0.''3K 1 0 , 2 1 0 0 . 1 3 9 0 , 2 7 8 0 , 1 9 0
Nli^n thtfc kiem soat hanh vi
0,542 0,312 0 439 0,''IO 1 0.145 0.293 0.301
Gia dgng 0.450 n43:>
0 4:>3 0 139 0,145
1 0.331 0.234
D^c tmh san pti^m va doanh 0 571 0.323 0.346 0.'78 0,293 0.331 1 0.133
N i ^ m (in
0.592 0.351 0,309 0,190 0,301 0.234 0,133 1
BAMG 3 : KET Q U A KIEM DINH MO HINH
1 R^ 1 R- dilu chinh 1 F 1 Sig. 1
0.5651 0 . 5 3 1 4 3 , 1 9 8 O.OOol
BANG 4 : KET Q U A PHAN TICH HOI QUY CAC NHAM TO Big'n d o c ISp
Hans .w Cam nhan rui ro (RR) Thai do (TD) Nhdm tham khao (TK) Nhan thu'c kiem soat hanh vi (KS) Gia done (GD)
Dac tinh san pham va doanh nghiep (DT) Nilm tin (NT)
B 1.631 -0,435 0.131 0.189 0.241 0.256 0.127 0.157
Beta - 0 . 3 9 7
0.16.^
0.226 0 . 2 1 2 0 . 3 7 4 0 . 1 2 5 0 . 3 4 5
Sia.
0 . 0 0 0 O.OOO 0 . 0 0 0 0 . 0 0 0 0 . 0 0 0 0 . 0 0 0 0 . 0 0 0 0 . 0 0 0
cdc thang do deu cd he sd' Cronbach's Alpha ldn hdn 0,7 (cao nha't la 0,842 va thd'p nhd't la 0,621), cdc bie'n quan sat do Itfdng thang do deu dat yeu cau ve he so' ttfdng quan bie'n tdng (ldn hdn 0,3).
Phtfdng phap phan tich nhdn to' kham pha (EFA) dtfdc stf dung de ddnh gid stf phii hdp cua thang do.
Ke't qua phan tich EFA cac bie'n dgc ldp cho thd'y, vdi KMO = 0,891 > 0,5 va kid'm dinh Bartlett cd y nghJa vdi Stg. = 0,000 < 0.05 cd 7 nhdn tddiTdc trich tai diem eigenvalue la 1,256 va phtfdng sai trich la 69,281%.
Kd't qua phdn tich EFA dd'i vdi bie'n phu thudc cho thd'y,cd 1 nhdntd'dtfdctrichvdiphtfdng sai la 63,918%;
he sd KMO = 0,813 > 0,5 va kiem djnh Bartlett cd y nghta vdl Sig. = 0,000 < 0,05 ehtfng td phan tich EFA la phd hdp.
Nhtf vay, tat ca cac thang do dtfdc stf dung de do lu'dng cac khai mem trong nghien ctfu deu cd du do tin cay cho cdc phan tieh tie'p theo.
Ke't qua kig'm dinh cac gia thuyat Ke't qud phdn tich tUffng quan Tdc gia stf dung he so Pearson Correlation de phan tich md'i ttfdng quan gitfa cac bid'n dinh lUdng Bang 2 cho tha'y, md'i quan hd giffa bien phu thugc (Quye't dinh) vdi cac bie'n ddc ldp deu cd y nghia thd'ng ke (Sig. <b,05). Mat khde, do idn cua cae hd sd' ttfdng quan giffa cac bie'n ddc lap dam bao khdng cd hien ttfdng da cdng tuye'n. Nhtf vdy, cd the stf dung eac thd'ng ke khac de kiem dinh mdi quan he giffa cdc bie'n.
Ket qua kiem dinh mdi quan he giffa cdc bien trong mo hinh
Tdc gia da tie'n hanh phan tich hdi quy de xde dinh cu t\\i trgng sd'cua ttfng nhan td'tac ddng de'n quye't dinh mua tru'c tuye'n cua khach hang. Phdn tich hoi quy dtfde thtfc hien vdi 7 bie'n dgc lap g6m:
RR, TD, TK, KS, GD, DT, NT va mdt bien phu thudc QD.
Ke't qua Bang 3 va Bang 4 cho tha'y;
(i) Gia tri Sig.F change nhd hdn 0,05 cho tha'y, eae bid'n dffa vdo deu cd y ngiiia ve mat thd'ng ke vdi mtfc y nghTa 5%. Nhtf vay, cac bie'n ddc lap trong md hinh cd quan he dd'i vdi bien phu thudc (QD).
(ii) Ke't qua hdi quy cho tha'y, chi cd 7 bie'n dde lap (1) Cam nhdn rui ro; (2) Thdi do; (3) Nhdm tham khao; (4) Nhdn thtfc kiem sodt hanh vi; (5) Gid ddng; (6) Dac tinh san pha'm va doanh nghiep; (7) Niem tin cd anh hffdng den Quye't dinh mua trtfc tuye'n san pha'm dien may (cd hdsdSig. <0,05).
(iii) He sd'R- dieu chinh trong md hinh nay la 0,531. Dieu nay ndi len do thich hdp cua md hinh la 53,1% hay ndi each khde la 53,1% stf bie'n thidn cua quyd't dinh mua trffc myen san pham dien may dffde giai thich ehung bdi 7 bten neu tren.
(iv) Hd so'VIF cua cac bie'n ddc lap trong md hinh deu nhd hdn 2, do dd hien ttfdng da cgng myen giffa cac bten ddc lap khdng cd anh hffdng ddng ke dd'n md hinh hdi quy.
(v) Tri sd' thd'ng ke Durbin-Watson cd gia tri tien gan 2 (1.832) cho bie't cac phan dff khdng cd ttfdng quan vdi nhau.
(vi) Phan tich ANOVA cho tha'y, thdng sd'F ed Sig. = 0, ehtfng to tang md hinh hdi quy xay dffng dffdc la phii hdp vdi bd dff lieu thu thap dffdc.
Md hinh hdi quy tuye'n cinh ed dang nhff sau:
QD = ~ 0.397RR -^ (j 165TB + 0.226TK + 0,212KS + n V/4QQ 0,125DT+0.345NT
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Theo ke't qua phan tfch h6i quy d Bang 4, cdc nhan toThai do (TD), Nhdm tham khao (TK), Nhdn thtfc kiem soat hanh vi (KS), Gia ddng (GD), Dac tinh san pham va doanh nghiep (DT) va Ni^m tin (NT) CO md'i quan hd ty ie thudn vdi Quye't dinh mua trffc tuye'n (Beta>0, p<0,05) bo dd, cdc gia thuyd't H2, H3, H4, H5, H6 va H7 dtfdc chap nhan.
Trong khi dd. Cam nhan rui ro (RR) CO md'i quan he ty 16 nghich vdi Quye't dinh mua trtfe tuye'n (Beta<0; p<0,05), CO nghia Id khach hang cam tha'y cang rui ro, thi quyd't dinh mua trtfc tuyd'n eua hg cang thap. Do dd, gid thuyet H1 dtfdc chap nhan. Trong eac nhan td' thi Cam nhdn rui ro va Gid ddng ed tde ddng manh nha't, ngtfdc lai nhan td' Dac tinh san pham va doanh nghiep cd anh htfdng tha'p nhat de'n Quyet dinh mua trtfc tuye'n san phd'm dien may tai Ha Ndi cua khdch hdng ca nhan.
Theo kd't qua phan tich phtfdng sai, Irong cac nhdn td' kilm sodt, thi nhan td' thu nhap dtfdc chtfng minh la khdng CO md'i Hen hd vdi quyd't dinh mua trtfe tuyen san pham dien may (p>0,05), gia thuyd't H8d dtfde chd'p nhdn; Cdc nhan td' gidi tinh, trinh do hgc va'n va do tud'i cd mo'i lien hd vdi quyd't dinh mua hang trtfc tuyd'n san pham dien may (p<0,05), cac gia thuye't H8a, HSb, H8c bi bdc bd. Nhtf v|y, cd stf khac biet trong quye't dinh mua trtfc tuye'n san pham didn mdy cua khach hang tai Ha Not gifla cac nhdm khdch hang nam vd ntf, giffa cac nhdm khach hang cd do tud'i va trinh do hge van khac nhau.
KET LUAN VA KHUYEN NGHj Kd't luSn
_ Nghien ctfu chi' ra mtfc do anh htfdng cua 7 nhan to': Cam nhan rui ro; Thdi do; Nhdm tham khao; Nhdn thtfc kie'm sodt hanh vi; Gia ddng; Dac tinh san pham va doanh nghiep; Niem tin dd'n Quye't dinh mua trffc tuye'n san pham didn may cua khach hang trdn dia ban Ha Ndi. Trong do, nhdn td Cam nhan rui ro va Gia ddng cd tac ddng manh nha't; Nhan td'anh htfdng thd'p nha't la Dae tinh sdn pham va doanh nghiep.
Dong thdi, ke't qua ciang cho thd'y, stf khac bidt ve quyd't dinh mua trtfc tuyd'n sdn ph^m dien mdy cua khach hang tren dia ban Ha Ndi gitfa cae nhdm gidi tinh, do tuoi va trinh do hgc vd'n.
Khuyd'n nghi
Dffa vao ke't qua nghien cu\i tde gia dtfa ra mdt so' khuye'n nghi giup cac doanh nghiep kinh doanh san phd'm didn may tai Ha Ngi cd cac giai phdp cho hoat ddng kinh doanh trffc tuyd'n, cu the nhtf sau:
Thff nhal, giam thie'u cam nhdn rui ro cua khach hang bang each dp dung phtfdng thtfc thanh toan khi giao hang de gidm thieu cam nhdn riii ro ve tai chinh Giam thieu cam nhan rui ro ve san pham bang each dtfa cac hinh anh ve san pham mdt each chinh xac va day du, eho phep khach hang vie't binh luan, danh gid cua hg tren trang web cua minh.
Thff hai, xdy dtfng va tnen khai ehinh sach gia ddng mdt cdch linh hoat va phu hdp nhdm thu hut va ha'p dan dtfdc khdch hang.
Thffba, xay dtfng va cung cd'niem tin dd'i vdi khach hang bdng cdeh minh bach hda chinh sdch bdn, cha't Itfdng san pham; cam kd't sau bdn; trien khai chinh sdch bao hdnh, boi thffdng va giai quyd't khieu nai cua khach hang mdt each minh bach va rd rang.
Thff tu, xdy dffng chinh sdch ban hang cd sff khac biet danh rieng cho cde nhdm khdch hang thudc cdc nhdm gidi tinh, do tudi va trinh do hoc va'n khae nhau.D
TAI LEEU THAM KHAO
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