Tac dong cua niem tin va cam xuc den lu'a chon su" dung thu'dng mai dien tuf
NGUYEN TH[ BJCH VAM' Tom tit
Muc lieu cda bdi vie't la khdm phd mdi quan he giffa Niim tin vd Cdm xuc cua ngudi liiu diing vdi hdnh vi lffa chgn sff dung hinh thffc kinh doanh thuang mgi dien iff. Tff 201 mdu nghiin cffu dugc ihu thdp ngdu nhiin vd dugc xff ly bang cdc ky thudt thdng ke vd kiim dinh, ki't qud nghiin cffu dd cho thdy, mffc dd tdc ddng khd ldn ciia Niem tin vd Cdm xiic den viic lffa chgn sff dung hinh thffc kinh doanh thuang mgi diin iff cua ngUdi tiiu ddng. Ngodi ra, nghien cffu cung dua ra bdng chffng cho thdy, nhdm nhdn viin vdn phdng hien nay dang co mffc dd mua sdm true tuyi'n cao han cdc nhdm nghi nghiip khac.
TU khda: thuang mgi dien tff. mua sdm trffc tuye'n. cdm xdc, niim tin
Suminary
The objective of this paper is to explore the relationship among Trust, Emotion and consumer behavior in e-commerce. Research data are randomly collected from 201 respondents and then processed by statistical and testing techniques. The results demonstrate the significant Impact of Trust and Emotion on consumer behavior in e-commerce. In addition, il is proved that office workers shop online more than others.
Keywords: e-commerce, online shopping, emotion, trust G161 THIEU
Theo Sach trdng thffdng mai didn tff Viet Nam 2019 ciia Cue Thffdng mai dien tff va Kinh te sd (Bd Cdng Thffdng), thi trffdng thffdng mai dien tff Viet Nam dang tang trffdng manh me vdi quy md thi trffdng thffdng mai dien tff ban le - B2C (bao gom ea hang hda va dich vu) nam 2018 ffdc dat 8.06 ty USD, lang 30% so cung ky.Sd ngffdi tham gia mua sam trffc tuyd'n nam 2018 Id 39.9 tneu ngffdi, tang 6,3 trieu ngffdi so vdi nam 2017. Ba kenh mua sam trffc tuyd'n dffOc nhieu ngffdi tieu dung lffa chgn la: website thrfdng mai dien tff (74%); didn dan, mang xd hdi (36%) vd cdc ffng dung mua hang tren thiet bi di dgng (52%). Tuy nhidn, nhigu doanh nghiep thrfdng mai didn tff chffa thffc sff tao dffng dffde mffc dd uy tin can thie't de lam thay ddi thdi quen mua sam cua khach hang. Nguyen nhdn la do, ngffdi lieu diing dang thie'u niem tin vao
dich vu, ciing nhff sff hd trd tff phia cdc ddn vi cung edp trffc tuye'n. Va hien nay, vidc mua hdng trffe tie'p tai cde ciira hang van drfdc Idng ngrfdi lieu dung nha'l, bdi edng tac bao hanh sau bdn hang ludn la md'i quan tam vd chie'n Irfdc kinh doanh lau ddi ciia nhidu doanh nghiep.
Cdn dd'i vdi mua - ban trrfc luye'n, cac ddn vi vdn chrfa thrfe sff ehu trong lam dich vu khdch hang, dieu nay ddn dd'n linh trang khi hang hda gap sff ed', ngrfdi mua hang khdng bid't minh se tim dd'n ai vd se drfde giai quye't nhff the' nao.
Chinh vi vdy, vide nghidn cffu ve tdc ddng cua niem tin vd cam xuc ciia ngffdi lieu dung de'n lffa chon sff dung thffdng mai dien tff la ra't quan trong,^nham giiip ede doanh nghiep thrfdng mai dien tff ed the quan ly td't hdn san pham, dieh vu eua minh.
c a SCf LY THUYET VA PHaONG PHAP NGHIEN CU'U
Cd sd ly thuye't va md hinh nghien cii'u Cd nhieu ly thuye't phd bid'n drfdc s^ dung eho cde nghidn effu ve hanh vi eiia mdt ea nhdn ndi chung, hay hdnh vi eua ngrfdi tidu dung ndi ridng.
ThS., Tru'dng Dai hpc Van Lang
Ngay nhan bdi: 25/11/2019, Ngdy phdn bien • 18/12/2019; Ngdy duyel ddng. 20/12/2019
^.onomv Jnd Forecasl Review 111
HINH: MO HINH NGHIEN CCTG DE XOAT
Lira chpn sir dung thu'Ong mai di^n ttr
•Mgucn D«- xuat ciJa tac c BAMG ll TOM TAT KET QUA KIEM DIMH THAMG DO Cam xuc
Niem tin Lira chon
Cronbach-Alpiia 755 ,868 822
So bien 3 6 5 BAMG 2: ROTATED COMPOMENT MATRIXA
NTI NT2 NT3 NT5 NT4 NT6 CXI CX3 CX2
Component 1
.802 .794 ,748 .697 .645 .593
2
.554 896 -838 BANG 3
Cam xiic Niem lin Lira chon
MA TRAN TdCiMG QUAM Nilm tin
1 cam xiic
6,') 8 1
Lifa chon .702
S18 1
Ly thuye't hanh dgng hdp ly (TRA) (Fishbien &
Ajzen, 1975) Id md hinh nghidn cffu hdnh ddng eiia mdt cd nhdn xud't phat tff quan diem lam ly xa hgi cua hg. Md hinh cho rdng eac hdnh vi eua cd nhan deu cd xu hffdng xud't phat tff y thffe va nhdn thffc eua ho dd'i vdl van de do.
Ly thuye't hanh vi dff dinh (TPB) dffde Ajzen (1991) xdy dffng tff ly thuyd't TRA nhffng bd sung thdm yd'u id nhan thffe kiem sodt hanh vi.
Davis (1989) bd sung them ye'u td edng nghe vd dd phat trien md hinh cha'p nhdn cdng nghe (Technology Acceptance Model - TAM) dffa tren Ly thuye't hanh dgng cd ly do cua Ajzen & Fishbien (1975) va Ly thuye't hanh vi dff dinh TPB (Theory of Planned Behavior) eua Ajzen (1991). Md hinh TAM^dd^chi ra sff anh hffdng cua eac yeu to: sff cam nhan de sff dung vd sff cam nhan hffu dung ciia cdng nghd ldn thdi do hrfdng den su" dung cdng nghe va theo dd la sff dung
edng nghe thdt sff. Muc uich chinh eua TAM la cung cap nen tang eho ^'^^f.
dinh eac yd'u td tde ddng eua thiet^ Di cdng nghe ldn sff tin tffdng- 'hai tJO ^^ y
dinh ndi tai. ^ Taylor'vd Todd (1995) nhdn thay
rang, mac du md hinh TAM ed kha ndiig dff dodn quye't dinh hanh vi cua ngrfdi sff dung edng nghe mdi nhffng md hinh nay khdng cd hai nhdn to xa hgi va kiem sodl hanh vi da dffde chffng minh bdi nhieu nghidn effu trrfdc do. Vi vay, Taylor va Todd (1995) da de xua't mgt md hinh C-TAM-TPB bang each ke't hdp md hinh TPB va TAM, trong dd cde yeu to' quan trpng dffde ehu y gdm: Nhdn thffc. Cam xuc, Niem tin v l riii ro, yd'u Id' ca nhan vd xd hdi, cQng nhrf yd'u td kidm sodt hanh vi.
Niem lin la mdttrong nhffng ye'u td'cd anh hffdng ldn dd'n y dmh mua trffc tuyen cua ngffdi lieu diing. Niem lin drfde dinh nghTa nhrf la mgt ham cua mffe do nii ro lien quan de'n cde giao dich tdi ehinh vd kd't qua cua niem tin la lam giam bdt nhdn thffc riii ro, dan den quye't dinh tich effe dd'i vdi viec dp dung thanh loan dien lijf (Yousafzai va egng srf, 2003). Trong thrfdng mai dien tff, eac rui ro md ngffdi tieu diing ed the gap phai khi mua sam trffe tuyd'n bao gdm riii ro ve lai ehinh va rui ro ve san pham. Do ngffdi mua khdng tid'p xuc trrfc tid'p vdi ngrfdi ban ciing nhrfsan pham ma hg dinh mua, ndn cam nhan ciia ngrfdi tidu dung ve eac nil ro trong giao dich cao hdn. Vi vdy, ne'u niem tin khdng drfdc xay drfng thi giao dich trrfc tuye'n se khdng the xay ra (Ha Nggc Thdng, Nguydn Thanh Dd, 2016).
^ Cam xue ddng mot vai trd quan trgng dau tidn trong hdnh vi mua hang cua ngrfdi tidu diing va hau hd't_cac hanh ddng cua con ngrfdi drfdc ddn dat bdi eam xuc hdn la iy tri (Palti Wilhams, Curator, 2014). Ne'u ngrfdi lieu dung ed m^dt trai nghidm khd chiu khi mua mdt san pham thi phdn ffng dau Licn cua hg la bd qua va khdng can nhde lai vide sff dung nd. Nhieu nghien effu cho tha'y, tam trang va cam xuc cd lien quan deii gan nhff tdt ea cde khia canh cua hanh VI lieu dling (Dffdng Thi Hai Phffdne 2012, Patti Williams YoshinriKuniedf;
2014). Cam xuc uch cue v^ „eu diing CO tac dung lam cai thicn .u hdi long cua ngrfdi lieu dung, ir (••n ,.;.,^^ ^^^
Ueu Lrfe ldm giam nd ,,,|,."
' ' u- L' 1' . i-iiien cffu - c c nha ban le trffd' ,;-. ,..
"» cbi ra ca 112
BANG 4: MODEL SUMMARYB Model
1
R .847'
R Square .717
Adjusted R Square 714
Std. Error of the Estimate ,375
Durbin-Watson L98I a Prediciors: (Consiani), Niim tin. Cdm xuc
b DependenI Vanable LUa chon
BAMG 5: COEFFICIENTSA
B
I (Constant) Niem tin Cam xuc
Unstandardized Coefficients Std. Error
052 .703 272
Beta 155 .056 .048
Standardized Coefficients
.629 .288
t .337 12.487 5.711
Sig.
Tolerance ,737 .000 .000
Collmearity Statistics VIF
.567 .567
1.764 1.764 a. Dependent Variable. Lira chon
BANG 6: GROUP STATISTICS
Lifa chon
Gi6\ tinh Nam Nff
N 78 123
Mean 3.46 3.47
Std. Deviation ,738 .663
Std. Error Mean 074 066 BAMG 7: AMOVA
Lira chon
Between Group.s Wilhin Groups Total
Sum of Squares .696 96.813 97.509
df 3 196 199
Mean Square .232 .494
F 470
Sig.
,704
cam xuc tieh effe va tidu effe anh hffdng dang ke den khdng ehi sff ddnh gid ciia ngffdi tieu dung ma cdn ca sff hdi long (YoshimiKunieda,2014).
Dffa vao cdc ly thuyd't ndi Iren, tde gia de xud't mo hinh nghien eiJu ddnh gid tdc ddng ciia nilm tin va cam xiie dd'n lffa chgn sff dung thffdng mai dien tff nhff Hinh.
Cdc gia thuyd't drfde drfa ra nhff sau:
Gia thuyet 1: Cam xuc eiia ngffdi lieu diing cd tdc ddng tich effe de'n sff lffa chon sff dung thffdng mai didn iff
Gia thuyet 2: Niem tin ciia ngffdi tieu dimg ed tde ddng tich effe de'n sff lffa chpn sff dung thffdng mai dien tuf
Phffdng phap nghidn cvtu Sd lieu dffde thu thdp thdng qua phffdng phap dieu tra ngdu nhien qua internet tff ngffdi dan 5 TP. Ho Chi Mmh vdo thang 10/2019. Vdi sd Iffdng bang hdi phalra la 230, sau khi thu ve va dat yeu clu Id 201 bang hdi dffdc xff ly dffdi srf trd giup eua phan mem SPSS 20 (Bdi viet sff dung cdch vie't sd thdp phdn theo chudn qudc ti).
KET QUA NGHIEN cOu
Bang ky thuat kidm dmh do tin cdy ciia thang do, ke't qua xff ly dff lieu tff Bang 1 cho tha'y, cd 3 thang do deu drfde danh gia td't, the hien thang dd ed dd tin eay cao, phu hdp vdi nghien cffu ndy.
Phffdng phap phdn tich nhdn td dffde sff dung tid'p theo dd do Iffdng mffc do hdi lu vd phan tan eiia bg dfl lieu. He sd KMO=0.881 va Eigenvalues = 65.323%
cho thd'y phffdng phap phdn tich nhan td phu hdp vdi bo dff hdu va giai thich dffdc 65.323% sff bie'n thien eiia dff lieu. Ke't qua xff ly dff lieu tff Bang 2 eho tha'y, cdc bie'n dde lap ed sff hdi tu eao vdi he sd tai deu ldn hdn 0.5.
Kd'l qua phan lieh tffdng quan giffa eac cap bidn tff Bang 3 cung cho tha'y, eac bid'n ddc lap cd mffc dd Iffdng quan cao vdi bien phu thugc, ndn dff doan gifla ehung se ed mdi quan he tuye'n tinh.
Thdng qua phffdng phdp ffdc Iffdng hoi quy Enter d Bang 4 va Bdng 5, ke't qua mo hinh hdi quy tuydn tinh giffa cde bid'n cho tha'y, md hinh drfde chd'p nhdn vdi Sig.^0.000, R^ = 71.4%. He sd Durbin-Watson gdn bang 2, ddng thdi, eac he sd VIF deu nho hdn 2, ndn cd the kd'l ludn, md hinh hdi quy khdng vi pham hidn trfdng da cgng tuye'n va trf tffdng quan.
-Jsonomv anil Fnrp. 113
BANG 8: MULTIPLE COMPARISOMS Dependent Variable: Lira chon
Tamhane >
(I) Trtnh do
Kinh doanh
LDPT
SVHS
NVVP (J) Trtnh
d6 LDPT SVHS NVVP Kinh doanh SVHS NVVP Kinh doanh LDPT NVVP Kinhdoanh LDPT SVHS
Mean Difference (I-J)
046 -.068 -.480"
-.046 -.114 -526
068 .114 -.412 .480 .526 412
Std.
Error .135 121 152 135 .129 .159 121 ,129 .147 .152 .159 .147
Sig.
i 000 .994
016 1 000
943 010 994 943 ,043 016 -010 .043
95% Confidence Interval Lower Bound
-.32 -39 -90 - 4 i -46 -96 -26 -23 -.82 .06 -09 01
Upper Bound .41 -26 --06 32 23 -.09 39 46 -.01 .90 .96 .82
*cd y nglua lliong ke n
Phffdng trinh hoi quy dffdc dien la bang ham:
Lrfa chgn = 0.703*Nilm tin + 0.272*Cam xuc Ke't qua ndy phCi hdp vdi dff dddn ban dau dd la, Niem lin ed tdc dong manh de'n viee Lffa chgn sff dung thffdng mai dien tff.
<-• * . , -- ; L-ipni d i n h Song song do, ket qua ^'^'' y . T-Tesl d Bang 6 va kien, dmh ^^^JJJ;
a BSng 7 cho tha'y, Gidi tinii va Trinli dg khdng cd tac ddng de'n sff lrfa t^"?" sff dung thrfdng mai dien tff. Cu thej mrfc do lrfa chon binh quan cu^i Nam la 3.46 va cua Nff Id 3.47, cdn mffc do lrfa chgn binh quan theo Trinh do trong khoang 3.32-3.51.
Tuy nhidn, kiem dinh sau PostHoc d Bang 8 cho thd'y, Nghd nghidp ciia ngrfdi lieu dung ed tac ddng dd'n hanh vi lffa ehgn sff dung thffdng mai dien tu". Cu the nhdm Nhdn vien van phdng cd mffc do sff dung cao hdn han cac nhdm khac.
KET LU/S^N
Nghien cffu da cung cd' thdm bang ehffng ve sff tde ddng eua Cam xuc va Niem lin de'n sff Lffa ehon thffdng mai dien tu" theo hinh thffe mua sam trffc tuye'n. Ngoai ra, nghidn cffu cung cho thd'y, md'i quan he giffa Nghe nghidp va srf lrfa chgn sff dung hinh thffc thrfdng mai dien tu". Kd't qua nghien effu phan dnh dung dff doan va cung ed' them kd't qua tff cac nghien ctfu trffdc. Tuy nhien, nghien cffu cdn ed ban che' la mdu nghien effu it va pham vi nghien crfu hep chi trong khu vffe npi thdnh TP. Ho Chi Minh, nen cln bd' sung mdu va md rdng pham vikhao sat de tang them dd tin cay cho ke't qua nghidn cffu.Q
TAl LIEU THAiVi KHAO.
1. Cue Thffdng maidien tff va Kinh te'sd(Bd Cdng Thffdng)(2019).5flc/7rra^n^r/;H'tf«emfli^/^«
iff Viet Nam 2019 * s . . 2. Dffdng Thi Ha. PhiTdng (2012). Nghidn ed^u cdc nhdn td anh hffdng de'n y dinh mua sdm trffc tuyen eua khach hang tren dia ban thanh pho Hue, Tap cftf/C/jofl/ioc Dgi hoc Hue tap 72B sd3 3. Hd Nggc Thdng Nguyen Thanh Do (2016). Cac ye'u tdanh hffdng dd'n y dmh mua sdm trffc tuyen eua ngffdi tieu dung Viet Nam: Nghien cffu md rgng thuye't hanh vi cd hoach dmh Tan chi Khoa hoc DHQGHN: Kinh li vd Kinh doanh, ldp 32, so'4 ' " ^
4 Ajzen I (1991). The theory of planned behavior, Organisalional behavior and human decision processes. Vol. 50, pp \ 1^-211
5. Ajzen I., Fishbein M. (1975). Belief. Attitude. Intention and Behavior: An Imro^uriinn m theory and research, Addition-We.sley, Reading, MA oauction to
6. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and u information technology, M/S Qiiarterfy, 13(3), 318-330
7. Patti Williams, Curator. (2014). Emotions and Consumer Behavior, Journal „f c Research, vol. 40
8. Taylor, S. and Todd, P. (1995). Assessing IT usage the role of prior Quarterly. Vol. 19, pp. 561-570
9. Yoshimi Kunieda (2014). Effects of Emotions on Consumer Behavior during Purchasing, Proceeding Conference on Information and Ciumiuinicatton Technol,,'
user acceptance of
Mierifiice. MlS l"« Service
" ToU' • m
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