Tac dong cua chu nghTa hu'dng ngoai den hanh vi
mua hang may mac nu'dc ngoai cua ngu'di tieu dung Ha Noi
DANG THE KIM THOA"
NGaVEN NGQC D I E P "
T6ni tat
Nghien cffu ndy sff dung ly thuyit hdnh vl cd ki hogch (TPB) cua Ajzen (1991) dexdc dinh tdc ddng cda chu nghia hudng ngogi den thdi do, y dinh vd hdnh vi mua hdng ngogi cda ngudi tiiu diing Vi$t Nam. Hdng hda dugc chgn la hdng may mgc vd dd't tugng khdo sdt la ngUdi tiiu dUng Hd Ngi. Kit qud nghiin cffu cho thdy, trong 11 gid thuye't nghiin cffu cd 9 gid thuyi't dugc dng hg vd 2 gid thuyit bi bdc bd. Trong cdc nhdn to, thi Tinh da dgng cua hdng ngogi cd dnh hudng mgnh nhdt din Ddnh gid ve hdng ngogi vd Kiem sodt nhdn thffc hdnh vi tdc ddng yi'u nhdt din y dinh mua hdng ngogi.
Tff khoa: chd nghia hudng ngogi, y dinh mua, hdnh vi mua, hdng may mgc Summary
This study uses planned behavioral theory (TPB) by Ajzen (1991) to detennine the Impact of extroverted tenet on attitude. Intention and behavior of foreign goods buying of Vietnamese consumers. Selected goods are garments and the respondents are Hanoi consumers. The research results show that, in Tl research hypotheses, 9 hypotheses are supported and 2 hypotheses are rejected. Among the factors, the diversity of foreign goods has the strongest impact on the Evaluation of foreign goods and Conlrolbehavlorawareness has the weakest Impact on foreign goods buying intention.
Key words: extroverted tenet, buying intention, buying behavior, garments
GlCfl THIEU ngffdi ti6u dung (Lee va cpng sff, 2014), kich thich mong mudn sd hffu cac mat hang cd lien quan vdi lo'i 0 Viet Nam, ndi cac san pham nffdc sd^ng phffdng Tay. Trong bdi canh do, nhdra tac gia ngoai thffdng vffdt trdi so vdi hang npi nghien cffu tac dgng cua chu nghTa hffdng ngoai den dja, nhieu ngffdi ti6u dung, dac biet la thai do, y dinh va hanh vi mua hang ngoai cua ngffdi tang ldp trung liTu va thffdng lffu, the hien lieu dting Viet Nam, cu th6' la mat hang may mac tren mong muo'n manh me ve cac bieu tffdng dia ban Ha N6i.
trang thai the hien b^ng cac san pham
cao ca'p, nhap khgu (Tambyah, S. K. va C O S O L Y THUYET V A M O HINH NGHIEN CU'U D, Chen, 2012).
Chu nghia hffdng ngoai la mdt thanh Cd sd ly thuydt
phan tinh cam trong hanh vi cua ngffdi Quan niem ve chU nghia hffdng ngogi tieu dung, bdi vi no lam cho ngffdi tieu Nhffng nam 1950, cac tai lieu xa hpi hpc da lam diing cdi md hdn d6' thff cac san phara mdi cu6c tranh lu|n vi chu nghia hffdng ngoai, chi nffdc ngoai tff cac quoc gia khac nhau. ra nhffng ngffdi theo chu nghTa hffdng ngoai la nhffng Tai cac nen kinh te mdi ndi nhff Vi6t ngffdi tff dinh hffdng minh ra ben ngoai cpng dong hdn Nam, tang trffdng kinh te' cung dSn de'n la bi anh hffdng bdi truyen thddng va dia phffdng (Robert su" gia tang chu nghTa hffdng ngoai cua K. Merton,1957).
*TS., **, Tracing Dai hoc Kinh te Qudc dan
Ngdy nhgn bdi: 29/03/2019; Ngdy phdn biSn; 18/04/2019; Ngdy duyel ddng: 24/04/2019
105
HltiH 1: mo HiNH MGHIEN CCfU Dt XUAT
H mun hing ngo^L
^
Mgu(
Phat trien tff nhffng nghien cffu xa hpi hpc, cac nha nghien cffu tie'p thi da md rSng khai niem chu nghia hffdng ngoai sang bo'i canh tiep thi. Cleveland va c6ng sff (2011) da mo ta ngffdi theo chu nghTa hffdng ngoai la nhffng ca nhan "ung hO nhffng cau chuyen van hda rdng hdn, long leo hdn va da van hoa hdn... giff khat vpng chung va it cd khuynh hffdng trung thanh vdi bat ky cpng dong cu the nao".
Y dinh vd hdnh vi mua
De giai thich y dinh va hanh vi mua cua ngffdi tieu diing, ly thuyet ve hanh dpng hdp ly (TRA) cua Fishbein va Ajzen (1975) va ly thuydt hanh vi cd ke hoach (TPB) (Ajzen, 1991) da dffdc sff dung rdng rai trong cdc ngff canh khac nhau.
Ly thuyet TRA cho tha'y, hanh vi dffdc quyet dinh bdi y dinh thffc bifin hanh vi do, trong do hai yeu td chinh anh hffdng den y dinh la thai do ca nhan va chuan chii quan.
Ly thuyet hanh vi cd k6' hoach (Ajzen, 1991) la sff phat trien va cai tien cua ly thuye't TRA vdi viec bo sung them bien kiem soat nhan thffc hanh vi (PBC).
M6 hinh nghifen ctfu
Vdi chu nghTa hffdng ngoai, nghien cffu khong xem xet md^i quan he ti:-ffc tiep giffa chu nghTa hffdng ngoai vdi y dinh va hanh vi mua hang ngoai, ma thong qua danh gia ve hang ngoai va thai dp ddi vdi hanh vi mua hang ngoai. Y tffdng cua nghien cffu la nd^u ngffdi tieu dung hffdng ngoai, hp se danh gia tich cffe ve hang ngoai va cd thai dd tich cffe do'i vdi hanh vi mua hang ngoai, tff do tac dpng den y dinh va hanh vi mua hang ngoai.
Tren cd sd ly thuyet TPB cua Ajzen (1991) ve hanh vi mua cua ngffdi tieu diing, nhdm tac gia de xuS't mo hinh nghien cffu cd stf dung tat ca cac bien cua mo hinh ly thuydt gdc (PTinh 1). trong dd. Thai do ddi vdi hanh vi mua hang ngoai; Chuan chu quan va Nhan thffc ki6m scat hanh vi tac dong tich cffe den y dinh mua hang ngoai, tff do tac ddng thuSn chieu den hanh vi raua hang ngoai.
Cac gia thuyet dffdc dffa ra trong bdi canh mua hang ngoai tai Viet Nam, nhff sau:
HI: Thai dp ddi vdi hanh vi mua hang ngoai co tac dpng tich cffe de'n y dinh mua hang ngoai.
H2: Chuin chu quan co lac dpng tich cffe den y dinh mua hang ngoai.
H3: Nhan thffc kiem soat hanh vi cd tac dpng tich cffe den y dinh mua hang ngoai.
H4: Chu nghia hffdng ngoai cd tac dpng tich cffe den thai dp dd'i vdi hanh vi mua hang ngoai.
H5: Chu nghia hffdng ngoai cd tac dong tich cffe de'n danh gia ve hang ngoai.
H6: Danh gia ve hang ngoai cd tac dpng tich cffe de'n y dinh mua hang ngoai,
H7: Y dinh mua hang ngoai co tac dpng tich cffe dd^n hanh vi mua hang ngoai.
Phtfefng phap nghien ctfu Nghien cffu dinh Iffdng chinh thffc sff dung ky thuSt lay mlu thuan tien. Sau 2 thang khao sdt (tff thang 10-11/2018), nhdm nghidn cffu da phat ra tong so' gan 1.000 phidu, sau do thu ve 425 phidu, trong do 332 phidu dat yeu c^u ve chat Iffdng dffdc dffa vao phan tich.
Cac bien trong mo hinh dffdc do bang thang do Likert vdi thang diem danh gia tff 1 de^n 5; cd 7 Ihang do chinh thffc cho 7 bien trong mo hinh dffdc dffa vad phieu dieu tra vdi cac bidn quan sat {Bdi vii't sff dung cdch viit .so thgp phdn theo chudn qud'c ti).
KET QUA NGHIEN CUXJ Danh gia cac thang do Ket quS danh gia thang do nhff sau:
Chu nghia hudng ngogi (COS): Thang do nay dffdc do bang 12 bien quan sat, cd he so' Cronbach's Alpha bang 0.823 va cac he sd tffdng quan bien - tdng deu idn hdn 0.4, nen dam bao dp tin cay.
Tdng phffdng sai trich la 59.39%, phan biet thanh 3 nhan td theo dung dinh nghTa ve chu nghTa hffdng ngoai cua Riefler va cpng sff (2012), gom 3 chieu:
Sff cdi md; Sff danh gia da dang; va Tieu diing vffdt bien.
Ddnh gid ve hdng ngogi (PJ): Thang do PJ, gom 6 bien quan sat, sau khi loai bien PJ2, cd he sd tffdng quan bien - long nhd hdn 0.4, he sd Cronbach's Alpha bang 0.819. Cac trpng sd deu ldn hdn 0.56. Tdng phffdng sai trich la 58.09%
Thdi do ddi vdi hdnh vi mua hdng ngoai (ADP): Thang do ADP, gdm 3 bien quan sat, cd he sd Cronbach's Alpha bang 0.779, ta't ca cac trpng sd d^u ldn hdn 0.61, Tong phffdng sai trich la 69.57%.
^ Chudn chu quan (SN): Thang do SN, gdm 3 bien quan sat cd he sd Cronbach's Alpha la 0.732, cac be so tffdng quan bien - tdng deu ldn hdn 0.44. Tdng phu'dng sai trich la 65.37%.
106
I I I I I
Nhdn thffc kiem sodt hdnh vi (PBC):
Thang dd PBC, gdm 3 bien quan sat, CO h6 sd Crdnbach's Alpha la 0.768, ta't ca cac trpng so' deu ldn hdn 0.46. Tdng phiidng sai trich la 68.56%.
Y dinh mua hdng ngogi (PI): Thang do PI, gom 4 bien quan sat, cd he so' Cronbach's Alpha la 0.888, cac he sd lffdng quan bien - tong deu ldn hdn 0.71.
Tong phffdng sai irich la 75.35%.
Hdnh vi mua hdng ngogi (FPP):
Thang do FPP, g6m 3 bien quan sat, cd he sdCronbach's Alpha la 0.931, cac trong sd d^u ldn hdn 0.83. Tong phffdng sai trich la 88.03%.
Nhff vay, ta't ca cac bien quan sat d^u dam bao dp tin cay, gia tri phan biet va gia tii hpi tu.
Ki^m dinh cac gia thuyet nghien ctfu Nghien cffu sff dung phffdng phap phan tich nhan to' khang dmh (CFA) de xac dinh sff phu hdp cua so' lieu nghien ciJu vdi rao hinh ly thuydt (v^ dp tin cay long hdp, phffdng sai trich, tinh ddn hffdng, tinh hpi tu va gid tri phan biet).
Nghien cuti thffc hien CFA vdi ta't ca cac khai niem trong m6 hinh va cd ket qua ve mffc do phh hdp chung: Chi-square/
df = 1.995 < 2; GFI = 0.855 < 0.9; CFI = 0.908 >0.9; TLI = 0.894 < 0.9, RMSEA
= 0,055<0.08: Cac chi sd Chi-square/df, CFI va RMSEA deu dat y6u cau, GFI va TLI gan dat chuan, nen co the ket luan ra6 hinh thang do ly tiiuyet tdi han phu Iidp vdi dff lieu thi trffdng. Cac trpng sd (chuan hda) deu > 0.5 va cac trpng so' (chffa chuan hda) deu cd y nghTa thd'ng ke(p< 0.05), nen cac khai ni§m dat dffdc gia tri hpi tu. Mo hinh nay do Iffdng nay phU hdp vdi dff lieu thi trffdng va khong CO tffdng quan giffa cac sai so' do Iffdng, aen nd dat dffdc tinh ddn nguyen.
Nhff viy, sau khi tidn hanh kiem dinh thang do, nghien cffu da thu dffdc mpt bp thang do chuan, lam cd sd de tien h^nh kiem dinh md hinh va cac gia thuyet nghien cffu. Sau dd, nghien cffu tie^p tuc chay SEM (mo hinh ca'u tnic tuyen tinh) va CO dffdc ket qua nhff Hinh 2.
Kdt qua cho tha'y, Chi-square/df - 2.095; GFI = 0.842; CFI = 0.895; TLI = 0.883; RMSEA = 0.058. Nhff vay, mo hinh nghien cffu phCi hdp vdi dff lieu thi trffdng.
Phan ti'ch SEM mo hinh ca'u true tuyen tinh ta CO kdt qua kiem dinh nhff Bang.
Ket qua tren cho tha'y, cd mdi quan he khong cd y nghTa thd'ng kg do gia tri p >
0.05. Dd la mdi quan he giffa Tieu dung
HIMH 2: KET QOA PHAN TICH SEM MO HINH NGHIEN CCfO
BANG: KET QUA KIEM DjNH CAC GIA THUYET NGHIEN CtfU
THAIDO THAIDO THAIDO DANHGIA DANHGIA DANHGIA YDINH YDINH YDINH YDINH HANHVI
<—
<—
<—
<—
<--
<—
<—
<—
<—
<—
<--
TUDUYMO DADANG TDVUOTBIEN TUDUYMO DADANG TDVUOTBIEN THAIDO DANHGIA CHUANCO KIEMSOATHV YDINH
Hfe s6' tfdc Iff^fng trung binh (chuan hoa)
-178 ,672 -.044 -.207 715 005 .477 ,170 .171 .112 667
lech chu^n
074 .114 ,087 ,084 132 098 071 .053 .054 ,048 ,088
Gia tri tdi han -2.136 6.278 -.523 -2,557 6 770 ,061 6,847 2.813 2.836 2,132 II 614
Mii'c y nghTa P
.033 ,601
***
,011 ,951
***
.005
*«*
,005 ,033
**•-'
P: mdc y nglna; ***= p<0,001
INgu6n. Tinh toan vffdt bien va Thai dp ddi vdi hang ngoai (0.601); Tieu diJng vffdt bien va Danh giave hang ngoai (0.951). Trong cac mo'i quan he, tac dpng cua Tinh da dang len Danh gia ve hang ngoai la manh nha't (0.715) va tac dfing cua Kiem soat nhan thffc hanh vi do'i vdi y dinh mua hang ngoai la ydu nha't (0.112). Cd mo'i quan hfi ngffdc chieu giffa Tff duy md va Thai dp dd'i vdi hanh vi mua hang ngoai va Tff duy md vdi Danh gia v^ hang ngoai.
KET LUAN VA HAM Y VE QUAN LY Kdt qua nghien cffu cho Ihay, trong 11 gia thuydt nghi6n cffu co 9 gia thuydt dffdc ung hd va 2 gia thuydt bi bac bd. Trong cac nhan td', Tinh da dang cua hang ngoai cd anh hffdng manh nha't ddn danh gia v^ hang ngoai (0.715) va Kiem soat nhan thffc hanh vi lac dpng ydu nha't den y dinh mua hang ngoai (0.112).
Nhin tff khia canh ly thuydt hanh vi cd kd hoach cua Ajzen (1991), ke't qua nghien cffu cho tha'y, ca Thai dp;
Chuan mffc chu quan va Nhan thffc ve kiem soat hanh vi deu cd tac dpng den y dinh hanh vi. Trong do. Thai dd do'i vdi hanh vi mua hang ngoai cd tac dgng raanh nlia't den y dinh mua hang ngoai (0.477). Ndi each khac, khi ngffdi tieu diing cd thai dp tich cffe vdi hang ngoai, mffc dp san sang mua hang ngoai cua ho se cao hdn.
107
Nghi6n cffu ciing cho thay, y dinh mua hang ngoai cd anh hffdng manh den hanh vi mua thffc td (0.667).
Dieu do cho tha'y, neu ngffdi tieu diing cd y dinh mua, thi se dSn tdi hanh vi mua. Nhffng ngffdi cd y dinh mua san ph^m nffdc ngoai thffc sff mua nhieu san pham hdn.
Dd'i vdi chu nghTa hffdng ngoai, kdt qua nghien cffu cho tha'y nhieu dieu kha thii vi. Chu nghTa hffdng ngoai dffdc danh gia tren 3 khia canh: Tff duy md; Tinh da dang; va Tieu dting vffdt bien. Ngffdi ti6u diing Viet Nam cd tff duy ra't md vdi cac yeu to' nffdc ngoai (diem trung binh: 4/5) va hp cung thffdng cd xu hffdng tieu dung vffdt bien (diem trung binh 4.01/5). Hp cung cha'p nhan tinh da dang cua cac san pha'm nffdc ngoai (di^m trung binh: 3.7/5) va cho rang, viec xua't hien cac san pham nffdc ngoai tao ra tinh da dang cho tiii trffdng trong nffdc.
Nhin chung, ngffdi Viet Men cd tinh than hffdng ngoai kha cao. Thffc td, dd^i tffdng khao sat chinh la gidi tre (tff 18-37), la nhffng ngffdi sinh ra khi nin kinh te trong nffdc trffdc va trong giai doan md cffa, dffdc tiep xuc vdi nen kinh td the gidi, nen viec hp cd tinh hffdng ngoai cung la mpt dieu hoan toan phii hdp.
Kdt qua nghien ciJu tac ddng cua chu nghTa hffdng ngoai ddn y dinh va hanh vi mua hang ngoai da chi ra rang, Tieu dung vffdt bi6n khdng cd md'i quan h6 vdi Danh gia ve hang ngoai va Thai dp dd'i vdi hanh vi raua hang ngoai. Trong 2 ydu td: Tff duy md va Tinh da dang, thi chi cd Tinh da dang cd tac dpng thuin chieu nhff gia thuydt nghien cffu; cdn Tff duy md cd tac dpng ngffdc chieu den Danh gia ve hang ngoai va Thai dd.
Dieu nay khong trung vdi cac nghien cii\i trffdc day.
Tuy nhien, cd the ly giai la do: ngffdi tieu diJng mac dil cdi md vdi cac n^n van hda khac, nhffng hp chffa chac danh gia cao ve hang ngoai (d khia canh cha't Iffdng san pham, thiet ke, cdng nghe), vi hang ndi hi6n tai cung
da cd nhffng cdi thiSn va co thd dffdc so sanh vdi h^ng ngoai, nha't la trong ITnh vffc may mac.
Ve mdi quan he giffa danh ^la vi hang ngoai (nhan thffc chat Iffdng ve hang ngoai) va y dinh mua hang ngoai, kdt qua nghien cffu cung ung hd gia thuydt khi ngffdi tieu diing danh gia hang ngoai la tich cffe, thi hp cung cd y dinh tich cifc lidn quan ddn tieu dting hang ngoai. Chu nghTa hffdng ngoai cd the din ngffdi tieu dting den nhan thffc tdt hdn ve cac san pham nffdc ngoai, bao gom: cha't Iffdng cua sin pham va tao ra mong mudn ldn hdn cho cac ca nhan khi hp tim kie'm nhiftig hi^u bie't mdi ve cac nen van hda khiic.
Tren cd sd ket qua nghien cuti do, mot vai ham y quan ly da dffdc dffa ra. Do la, ngffdi tieu diing Viet nhin chung kha hffdng ngoai, nhat la gidi tre. Do vay, cac nha quan ly va cac doanh nhan can cd nhffng dieu tra khao sat va nghien cffu sau hdn ve hanh vi cua dd'i tffdng nay.
Ben canh do, cac doanh nghiep can chu trpng khSu thie't kd san pha'm de dam bao san pham trong nffdc cd dffdc kieu dang dep, tff do canh tranh dffdc vdi cac san pham nffdc ngoai.
Ngoai ra, nhffng gdi y dd'i vdi ddanh nghiep, nhff: tap trung dao tao ddi ngu thiet kd, xay dffng thffdng hieu san pham, cd cac chffdng trinh quang ba san phfm giup cac san pham trong nffdc cd chd dffng tren thi trffdng ndi dia va bffdng ra thi trffdng nffdc ngoai.Q
TAI LIEU THAM KHAD-
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2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior va Human Decision Processes, 50, 179-211
3. Cleveland, M., M. Laroche & N. Papadopoulos (2009). Cosmopolitanism, consumer ethnocentrism, and materiaUsm: An eight-country study of antecedents and outcomes. Journal of International Marketing, 17(1), 116-146
4. Cleveland, M., S. Erdogan, G. Arikan & T. Poyraz (2011). Cosmopolitanism, individual-level values and cultiiral-level values: A cross-cultural study. Journal of Business Research, 64(9), 934-943 5. Fishbein, M., & Ajzen, I. (1975). Belief Attitude, Intention, and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley
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9. Tambyah, S. K. & D, Chen (2012). Cosmopolitans go shopping, In M. Prince (Ed.) Consumer Cosmopolitanism in the Age of Gldbalization(3-28), New York, NY: Business Expert Press
1 0 8 Kinh le'va Dir bao
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