C A C Y E U T O T H A N H C O N G C H O W E B S I T E THU^OTVG M A I D I E N T U : T R U ' O N G H O P D O A N H N G H I E P D U L I C H N G H I D L T d N G V l f A V A N H O d Q U A N G B I N H
Nguyen Van Chung'*, Dinh Hong Linh^
. • • 'Trudng Elgi hoc Qudng Binh
^Tru&ng Bai hgc Kinh te \'d Qudn tri Kinh doanh - DH Thdi Nguyen
TOM T A T
Nghien ciiu nay xac dinli cac yeu to thanh cong cua cac website thuong m^i dien tir trong lmh vyc kmli doanli du lich nghi du&ng co quy mo vira va nlid d Quang Binh. Dya tren md hinli IS ciia Deloneva McLean ve phat trien va sii dung website, nghien ciiu sii dung cac phuong phap khac nhau de xac dinh cac yeu td dan din sy tlianli cong cua cac website. D l thyc hien dilu nay nhom tac gia lien hanh phan tich cac so lieu duoc thu thap tir 60 nha quan ly va chuyen gia ve lmh vyc thuong mai dien tii ket hop vdi cac cdng cu phan tich ky Ihuat true tuyen hen quan den website.
Ket qua nghign cuu chi ra cac ylu t l dan din sy thanh cong ciia cac website thuong mai dien tir doi vdi doanh nghiep du lich vira va nhd d Quang Binh la tinh pho bien, ho trp ky thual, lliiet kl, noi dung, kha nang su dung va each trinh bay website, qua trinii dat phong va trao ddi san pham.
Tir khoa: Qudng Binh, website thuang mgi diin tic thdnh cong, doanh nghiip du hch vica vd nho.
du lich nghi duong, md hlnh IS.
GIOI T H I E U
Vdl sy phat trien manh me ciia cdng ngh?
thdng tin va su dung mang internet ngay cang phd bien Ihl t h u o n g mai dien t u (TMDT) dang la mdt van d e d u o c nhieu doanh nghiep quan tam. D a c biet la khi nen kinh te hgi nhap sau rpng vao nen kinh te the gidi, thi hoat ddng ling dung T M D T cua Viet N a m ndi chung va cita tmh Q u a n g Binh ndi rieng ngay cang dugc quan tam phat trien. T M D T Ud thanh xu t h i radi thay i h l dan p h u o n g thuc kinh doanh cu nhd nhieu u u the ndi bat nhu nhanh hon, re hon, tien dyng hon, va khdng bj gidi han bdi khdng gian va thdi gian. H o n the niia, T M D T giiip doanh nghipp giam chi phi thudng xuyen, m d rpng thj trudng, cai thi?n he thdng phan phdi, giiip du khach de dang tiep can va tim hieu ro han dia diem ma minh muon d i n . . . T h u c t l qua trlnh phat trien kmh tl xa hdi d n u d e ta cho thay phat trien T M D T ludn dong hanh vdi sy phat trien ciia tien trinh hpi nhap. Bdi t h i , viec phat trien T M D T chfnh la mdt b u d c di quan trpng nham cung c6 vu'ng c h i c hon tien trinh hdi nhap cua Viet Nam ndi chung va kinh te Quang Binh ndi rieng trong giai doan mdi, dac biet la trong
Tel- 0918367842. Email- Jacknguyen200826@gmail a
bdi canh doanh thu tinh Quang Binh tang hon 8 9 % nam 2015 va tiep tuc tang trong nam tiep theo nhd du lich,
Tuy nhien, tinh hinh iing dyng T M D T t?i cac doanh nghiep kinh doanh du ljch nghi dudng vua va nhd lai tinh Quang Binh trong thdi gian qua con gap nhieu trd ngai do nhan Ihiie ciia doanh nghiep ve T M D T cdn ban che, ngudn nhan luc danh cho T M D T tai cac doanh nghiep ciing chua that phii hgp... Da sd website cua cac doanh nghiep nay cdn sa sai, tham chi mdt sd doanh nghiep cdn chua cd website cho rieng minh. Do dd chiing tdi lien hanh tim ra " C a c yeu td thimh cdng cho cac trang web giao djch t h u a n g mai dien tu cho cac doanh nghiep du Hch nghi dudng vCca va nhd d tinh Quang Binh" de giup cac doanh nghiep vira va nhd (DNVVN) cd nhiing giai phap day manh img dyng website thuang miii dien tii dong thdi nang cao lgi t h i canh tranh tren thj trudng.
CO SCJ LY T H U Y E T
Nguyen Phuong Chi (2010) [1] da nghien ciiu mgt sd md hinh thuong m^i dign tir thanh cdng tren the gidi va dua ra mdt sd bai hgc kmh nghiem cho doanh nghiep Viet N a m nhu sau: (1) phai xay dung mot trang web hieu qua; (2) van de ve x u ly, thu thap va phan tfch 171
Nguyin van Chung vd Btg Tap chi KHOA HQC & CONG NGHE 167(07): 171- dii liSu phai dupc dua len hang dau; (3) trinh
bay trang web that d a n gian trong viec lim k i l m thdng tin tren trang web; (4) tim ra cac chieu thiic quang cao phii hgp vdi ngudi dan d^ tao ra sy tin tudng vdi ngudi diing; (5) xay dyng cho minh he thdng cdng nghe rieng, T r l n Thi Cam Hai (2011) [2] vdi k i t qua phan tich viec iing dyng T M D T Uong cac DNNVV tren dia ban thanh phd Da N l n g chiu tac ddng bdi nhieu y l u td, dd la : Yeu Id thupe ve td chuc; Quy rad doanh nghiep; Hieu b i l l v l C N T T va T M D T ctia lanh dao; Thai dg cua ngudi quan ly ddi vdi viec ddi mdi CNTT; Cudng do canh tranh; Siic ep ben ngoai va giiip dd cua cac doanh nghiep ldn;
Ha ting cdng nghe thdng tin. Luu Tien Thuan (2015) [3] nghien ciiu ve cac yeu td lac ddng d i n viec sir dung t h u a n g mai di?n tir cua cac doanh nghiep nhd va vira Uen dia ban thanh phd Can T h a nhan raanh rang sy hd trp cua Chinh phu la cue ky quan trgng, Chinh phii can tao lap mdi trudng phap ly va c o che chinh sach thuan lgi, thu hiit cdng nghe lien tien va khuyen khich doanh nghiep img dyng TMDT; va cung cap cac djch vy cdng hd trg boat ddng T M D T cua doanh nghiep, H a n nira, Delone va McLean (2003) [4] da dua ra mdt he thdng thdng tin thanh cdng va xay dyng dugc mdt rad hinh vdi sau yeu td dam
bao cho he thdng thdng tin thanh cdng Cac b i l n nay d u g c d u g c md ta nhu hlnh 1.
T M D T , d§c biet la cac yeu td anh hudng' sy thimh cdng ciia nd, dang trd thiinh chii dugc quan tam manh me trong nghien ciru hgc thuat. Tuy nhien hau het cac nghien cihi trudc day chi dii'ng d mii'c dp ly thuyet va ra;6 hinh hda chua dua ra d u g c bang chiing c i i ^ Cling nhu khdng d u g c h o trg bdi cac yeu t61tj thuat lien quan den ndi dung ciia website, Nghien ciiu ciia chiing tdi dua tren rad hinh IS cua Delone va McLean d e xac dinh cac yen t6 dan d i n sy thanh cdng ciia cac website T M D T cua cac doanh nghiep kinh doanh du lich nghi dudng lren dia ban tinh Quang Binh.
Mat khac, chung tdi ciing manh dan d l xuat cac phucmg phap phan tich ky thuat dua vao cac cdng cy danh gia website true tuyen (bang I) de kiem dinh lai md hinh.
DLT LIEU, P H U O N G PHAP NGHIEN CUtl D u lieu n g h i e n ciiu
DO: lieu so cap dugc thu thap tir cac phong van true tiep, phdng van qua dign thoai va dCi lieu thu diroc lit bang cau hdi dieu tra phdng van, Dii lieu thli cap d u g c thu thap tit cac bao cao trudc dd cua Sd Cdng thuang, Tdng cue Du Ijch, Hiep hgi du lich Quang Binh, cdng dien tir ciia Sd Cdng t h u a n g Quang Binh.
Hinh 1. M6 hinh hi thdng thdng lin thdnh cong cita Delone vd McLean (2003) Bang I. Tom tdt cdc chi so ddnh gid website
Pagerank Google index Alexa rank Age Internal hnk External link Density Diagnosis
Danh gia chat luong, dp uy tin ciia mpi trang web So trang web dupc Gopgle luu trii Luu luong truy cap tini hang ciia website Tuoi cang (on thi SEO cang de So hen ket ndi bp trong timg trang web La so link tro tir trang web cua b?n tdi Uang web khac Hien thi m^t dg lit khoa
Chuan doan miic dp onpage ciia ciing webpage Chat lugng
he thdng Chat lupng
thdng tin Chat lupng
dich vu.
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^~~>c / 15 / ^ V . i
Ydinh sudung
Sii dung
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Sy hai long ciia ngudi diing
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Lgi ich doanh nghiep
Nghien ciiu nay nh5m muc dich tim hieu cac y6u td thanh cdng cho cac website thuang mai dien lii dac biel la vl cac lieu chi kJ thuat va ndi dung cua website. Nhdm nghien cii'u mdi 60 nha quan ly khu nghi dudng va chuySn gia phat yiln TMDT vl website thuang mai dien tir tham gia phdng van. Day la nhiing ngudi cd hieu bilt sau vl ITnh vyc nghien cihi va cd kien thuc ve Ihuong mai dien tii'.
Phuffng phdp nghien cuu
Dya vao rad hinh IS, chiing tdi thyc hien cac phan tich cu the cho cac doanh nghiep kinh doanh du lich nghi dudng vira va nhd tren dia ban tiidi Quang Binh, ket hgp vdi cac phan tich sii dung cdng cy true tuyen vdi cac tinh nang (bang 1) de kiem chiing cac gia thuylt ben dudi, dieu chua dupc thuc hien trong nghien cicu cua Delon va McLean, Ben c^nh dd nhdm nghien cuu tiep tuc thu thap cac du lieu thu cap bang cac cdng cu true tuyen de dieu chinh l^i cac gia thuyet tren. Md hinh nghien ciiu cua nghien ciiu nay dupc tdng hgp va dieu chinh lai nhu hlnh 2. Dya vao cac lich su nghien cuu cd the thay cac yeu td nhu
Hinh 2, Bagiai dogn chinh ciia mo hinh TMDT-
tinh phd biln ciia website, thiet ke website, hd trp ky thuat cho website, ndi dung website va each trinh bay cho website dugc coi la cac yeu td tiem nang thanh cdng cho mdt website thanh cdng. Tren ca sd dd nhdm nghien cuu da phat trien thiinh cac gia thuyet nhu sau:
Gid thuyit 1: Tinh pho bien ciia website \a chia khda thanh cdng cua website thuong mai dien tii.
Gid thuyet 2. Thiet ki -website la chia khda xac djnh sy thanh cdng cua website thuang raai dien tu.
Gid thuyet 3: Ngi dung website Xk chia khda 'Xac dinh su thiinh cdng cua website thuong
mai dien tu.
Gid thuyet 4: Ho tra ky thugt la chia khda xac djnh sy thanh cdng cua website thuong mai . dien tir.
Gtd thuyet 5: Khd nang su dicing vd cdch trinh bdy website \k chia khda xac djnh sy thanh cdng cua website thuong mai dien tu.
Gid thuyet 6; So luang ngu&i diing dat phong qua website la chia khda xac dinh sy thiinh cdng cua website thuang mai dien tu.
phong Iheo mo hinh cua Delone vd McLean (2003)
KET QUA VA THAO LUAN
Cac yeu to thanh cdng cho cac website giao dich thu-ffng mai dien tir dya vao phan tich ciia cac cdng cu true tuyen
De tim bSng chiing danh gia cac gia thuyet, chung tdi tien himh mdt nghien ciiu so bd bang each
diing cac cdng cy tryc tuyen nhu seoquake, web developer,.. de kiem tra danh gia cac chi sd anh
173
Nguyen Van Chung va Dig Tap chi KHOA HOC & LONG NUHb
-I ^
hudng din sy thanh cdng cua website dang boat ddng trong lmh vyc du lich nghi dudng d Quaim Binh. Chung tdi khao sat cac khach san Phii Quy, Tan Trudng Son, Nhat Le, va Thanh Phucfdua viio cac tieu chf nhu xep hang cua Uang web (PR), sd lugng_ ngudi truy cap vao website (chis5 Alaxa rank), mice dp chuan SEO ciia Uang web. Trong dd sd lugng ngudi truy c§p dya vao mat do tir khda la rat cao. Cu the vdi mat do tir khda 789 va chi sd page rank cao 2, KS Thanh Phiic d3 cd tdi tren 26,7 trieu lugt ngudi truy cap nam 2016. Nhu vay cd the ndi hd trg kJ? thuat va tinh phd bien ciia website lit yeu td thanh cdng cue ky quan trpng cua website thuong raai dien Ui.
Bang 2. Thong ke cdc chi so ddnh gid website cda mot so khdch san & Qudng Binh
KS Phli Quy KS Tan Tnrcmg Son KS Nhai Le KS Thanh Phijc
Pagerank Google index 0 33 0 99 0 34 2 18
Alexa r a n k 23,012,959 20,226,531 26,655,807 26,708,114
External 8 3 9 2
Age 2006 2012 2006 2016
Internal link
23 46 17 41
Dens 334 550 235 789
Diagno 7 11 9 7
Cac yeu to thanh cdng cho cac website giao dich thu'ong mai dien tu dua vao ket qua dieu tra Cac yeu to thanh cdng cho cac website giao djch thuang mai dien tii dya vito ket qua dilu tra dugc trinh bay d hinh 3 bao gdra: Tinh phd bien cua website, Hd trg kJ thuat cho website, Ngi dung website, Thiet ke website, Kha nang sic dyng va cdch trinh bay website. Qua Uinh dai phong' va trao ddi siin pharn.
• Hoan loan dong 1^
• (Jong y
• kheng^ki^n Rkhdngd&ngV
• hoan toan khSng dSngV Tinh phd
b\4n cSa website
Hfitrgky qu^ trlnh thu5t cho d^t ph6ng
website trao doi
san phlm phSmThiet kg website
Npi dung Khan3ng website sir dyng vS
each trinh website
Hinh 3. Cde yeu to thdnh cong cho cde website giao dich thuong mai diin tu Tinh pho bien cua website
Ket qua nghien cuu d hinh 3 cho thdy cd 42%
vil 55% y kiln hoan toan ddng y, ho^c ddng y r5ng bang web phd bien la radt ylu td quan trgng cd thi xac djnh radt website TMDT thanh cdng. Cac cdng cu phan tich true tuyin cho thdy rang sd lupng ngudi chgn cac trang web phd bien nhieu hon so vdi phtn cdn lai.
Ho tra ky thugt cho website
Cac ket qua nghien cii'u cho thiy (hlnh 3), 34% va 55% ngudi dugc hdi hoiin toan dong y hoac ddng y rSng sy hd trg ky thuat la mpt ylu td quan trgng cd thi quylt djnh thanh cdng trang web TMDT. Do dd hd trg ky thuat la yeu td cd the xac djnh su thanh cdng cua 174
cac trang web TMDT, dac biet lii cac tieu chi nhu sy cd san ban do cho website, muc h6 trg khach hiing true tuyen, diln diin thao luan, hudng din, phin hdi dap va chi tilt lien he.
Npi dung website
40% vil 45% hoan toan ddng y va ddng j rang ndi dung website la mdt ylu td quan trgng co the quyet djnh thanh cdng TMDT, Cd thi noi ngi dung lit yeu td rat quan trgng d6i voi website TMDT thanh cdng, Cac nhii cung ca^- website nen thiet ke cac npi dung web phong;
phli hon de thu hiit nhieu ngudi den vdi trang,
web. Hau het nhiing ngudi dupc hdi ciing
quan tam ve chit lugng thdng lin, chit lugng
dich vy, ngdn ngft va each bd tri cac danh
rauc thdng tin tren website.
Nguyen Van Chung va Big Tap chi KHOA HQC & CONG NGHE 167(07): 171 -176
Thiet ki websiteVdi 34% va 47% ngudi dugc hdi hoan toan ddng y va ddng y riing thilt kl web la mdt ylu td quan trpng dl xac djnh website TMDT thanh cdng. Tdng cdng 81% ngudi dugc hdi cho rang thiet kl web la mdt ylu Id quan trgng ddi vdi TMDT (ldnh 3), Ben canh dd, Ihiet ke web cin phai kit hgp vdi kha nang dd hpa, thai gian lai dii lieu nhanh chdng. Cac nhit thiel ke web phai tao ra can bang giiia thiet ke vit cac tinh nang cua web, trang con dupc bd tri hpp ly gpn gang dl quan sat, kieu chii phai giup cho ngudi xem cd cam giac thoai mai khi xem, sii dung mau sac hgp ly, bieu hien hinh anh sdng ddng.
Kha ndng sir dung vd cdch trinh bdy website
47% va 34% ngudi duoc hdi hoan toan ddng y hoac ddng y rang kha nang su dyng la mdt yeu td quan trgng de xac djnh Ihardi cdng Uang web TMDT, Kha nang su dyng gdm cac tinh nang nhu cac trang web con dupc lien ket chat che vdi nhau thuan lgi cho viec tim kiem thdng tin ciia ngudi dung, thiet ke cac trang web sao cho ngudi diing de dang de dgc, cac dudng dan rd rang giup ngudi diing de ditng di chuyen den trang web chiia thdng tin minh can. Cac nha cung cip website nen thiet ke cac trang web cd kha nang chiia nhieu thdng tin trong mdt trang web. Website da ngdn ngir se thu hut dupc nhieu khach hang tir nhieu nude khac nhau.
Qua trinh dgt phong va trao ddi sdn pham
Tuang ty 34% va 58% ngudi duoc hdi hoan loan ddng y hoac ddng y rang qua trinh dat phdng mua ban cac san pham qua website la mot yeu td quan trgng cd the quyet dinh thanh cdng trang web TMDT ciia doanh nghiep. Do dd nen tap trung vao cac chirc nang ciia web sao cho khach hang de dang hoan lai tien, de xda, dl dang bd sung thay ddi phdng, de xem ngi dung thdng tin dat phdng.
KET LUAN VA DE XUAT Ket luan
Dya Uen cac phan tich va ket qua trlnh bay d tren, vdi ty le ddng <i lit tren 30% thi dupc xac
djnh la ylu Id thanh cdng cho cac website giao dich thuong raai dign tu chiing tdi ket luan nhu sau: Tinh phd bien website (55%i ;?
kiln ddng y), hd tro kJ thuat cho website (55%i y kien ddng y), ndi dung website (45%
y kien ddng y), thiet ke website (47%i y kien ddng y), kha nang su dung vii each trinh bay website (47% y kien hoan toan ddng y), qua trlrdi dat phdng va trao ddi san pham (58%) y kien ddng y). Ket qua ve phan tich dua vao cac cdng cu danh gia tryc tuyen cung chi ra rang yeu td ve ho trp kJ thual va tinh phd bien cua website la quan trgng doi vdi sy thanh cdng cua website TMDT.
De xuat
Dya tren nhirng ket qua da tim dupc va ket luan, nhdm nghien cuu de xuat md hinh website thuang mai di?n tu thanh cdng cho cac doanh nghiep du lich nghi dudng dua uSn md hinh ciia Delone va McLean's (hinh 4) bao gdm 06 yeu td dugc chia thanh 3 nhdm nhu sau: 1) Nhdm phat trien website TMDT bao gdm thiet ke website, npi dung website va hd trp ky thuat; 2) Nhdm su dung website TMDT gdm kha nSng sir dyng va each trinh bay website; 3) Nhdm anh hudng cua website gdm tfnh phd bien ciia website, qua trlnh dat phdng va trao ddi san pham,
TAI LIEU THAM KHAO 1. Nguyen Phuong Chi (2010), Nghiin cicu mpt so mo hinh thuang mgi dien tu thdnh cdng trin thi gi&i vd bdi hpc kinh nghiem cho Viet Nam, Lu|in van thae sT kinh le, trudng Dai hgc Ngoai thuong.
2. Tran Thi Cam Hai (2011), Nghiin cuu cdc yeu lo dnh hu&ng din viic icng dung thuang mai dien tu trong cdc doanh nghiip nhd vd vie trin dia bdn thdnh pho Dd Nang, Luan van Ihac sT Quan In kinh doanh, Trung lam Thong tin - Hgc lieu, Dai hgc Da Nlng
3. Luu Tien Tliuan (2015), "Nghien ciiu ve cac ylu to tac dong den viec sir dung ihuong mai di?n tli cua cac doanh nghiep nhd va viia tren dja ban tiianh pho Can Tho", Tap chi Khoa hoc Tnedng Bai hoc Cdn Tha. 36. Ir. 101-110,
4. DeLone W. H. and McLean E,R, (2003), "The
DeLone and McLean Model of Information
Systems Success A Ten-Year Update", Journal of
Management Information Systems, 19(4), Spring,
pp. 9-30.
Nguyen Van Chung vd Dtg Tap chi KHOA HQC & CONG NGHE 167(07): 171
Phdt triin thuang mai dien tir
~l Ho trg ky thuat I I Tlull kl Web
~l Noi dung Web
r""
Sir dune website thmnie mai diin turI Kha nang sii dung
'1 Qua trinii dgt phong va trao doi san pham
Nha phat trien Website
Ngu'di diing
Tdc done website thumie mai diin tir n Tinh pho bien ciia website, 1 Cach trinii bay website
Hinh 4. Mo hinh thdnh cong eho website thuo-ng mgi diin tie Irudng hop doanh nghiip du lich quy mo nho S U M M A R Y
S U C C E S S F A C T O R S F O R - E C O M M E R C E W E B S I T E S : AN I N V E S T I G A T I O N O N S M A L L AND M E D I U M T O U R I S M E N T E R P R I S E S I N Q U A N G B I N H
Nguyen Van ChUng'*, Dinh Hong Linh Quang Bmh University
^University of Economics and Business Admislration
This Study identifies the factors leading the success of e-commerce website for small and medium tourism enterprises in Quang Binh, This research conducts qualitative method by collecting data from 60 hotel manager and experts on e-commerce website then combines with the technical analysis online tool to refine hypothesis in literature review.' The results indicate tlial factors leading (o the success of ecommerce website on small and medium tounsm enterprises in Quang Binh are the site popularity, technical suppoil, website design, website content, usibilities and performance, occupancy room and shoping process. This sUidy also presents the three phares model for successfiil e-commerce websites.
Keywords; Quang Binh. successful e-commerce website, small and medium tourism enterprises, leisure travel, IS model.
Ngdy nhgn bdi 05/5/2017; Ngdy phdn bien: 26/5/2017; Ngdy duyet ddng- 28/6/2017
Tel 0918367842. Email /ackiigiiyen200826@gmail-com 176
