Tgp chi Khoa hoc - Cong nghe Thuy sdn
KET QUA NGHIEN CL/U DAO TAO SAU DAI HOC
CAC NHAN TO ANH Hl/dNG DEN THAI DO VA Y DINH MUA HANG TRlTC TUYEN TAI THANH P H 6 NHA TRANG
FACTORS AFFECTING THE ATTITUDE AND INTENTION TO SHOP ONLINE IN NHA TRANG CITY
Nguyen Thi Kim Van', Qudch Thi Khdnh Ngor
Ngaynhanbai 21/01/2013; Ngay phan bien thong qua. 18/02/2013.Ngay duyetdang- 15/5/2013TOM TAT
Mua sdm Iruc tijyen Id mgt hinh thuc ciia Thuang mgi dien tii (TMBT), la hoat dong mua sam hdng hda/dich vu Ihong qua Internet. Mi^c tieu cua nghien cieu ndy Id xdc dinh cdc nhdn to dnh hudng den thdi do vd y dinh mua hdng true tuyin (MHTT) cua ngudi tieu diing tgi thdnh pho Nha Trang Cdn cii tren phuang phdp nghien dm dinh tinh vd dinh lugng, nghien cim de xudt mo hinh gdm cd sdu nhdn td. Ket qud cuoi citng cho thdy He thdng thanh todn. sit huu dung vd su tin tugng la cdc nhdn to CO dnh httdngden thdi do cua nguai tieu diing ddi vai vi^c MHTT vd y dinh MHTT Ddy Id mot trong nhung cdn cu quan trQng trong viec xdy ditng vd phdt trien chien luge kinh doanh nhdm thuc ddy nguoi tieu diing tham gia MHTT
Tit khda • thucmg mai di^n tu, mua hdng tryrc tuyen, Nha Trang ABSTRACT
Online shopping is a form ofe-commerce allowing consumers to directly buy goods or services from a seller over ihe Internet The aim of this research is to determine the factors affecting the attitude and intention lo shop online m Nha Trang city. Based on qualitative and quantitative research methods, this research paper proposes a model consisting of six factors. The final result shows that attitudes toward online shopping and intention lo shop online are affected by payment, usefulness and trust. This is one ofthe important bases to set up and develop marketing strategies which encourage customer to shop online.
Keywords: e-commerce, online shopping, Nha Trang
I. DAT V A N o e
Trong nhij'ng ndm g i n day. cting vdi sy phat triln mgnh me eua Internet, MHTT da khdng edn xa Ig vdi nhieu ngudi t i i u diing Viet Nam khi hdng logt website kinh doanh trye tuyin ra ddi. Vdi nhirng tinh ning uu vigt nhu ed the t i l l kiem thdi gian, tiin bae, eing sire..., MHTT dupe dy bao se trd thdnh kdnh mua s i m dupe nhieu ngudi tteu dung hudng trng vd sir dyng [8]. Vi vdy, viee nghiin etru d l xdc djnh cdc nhdn to dnh hudng den thai dp dii vdl vi^c MHTT vd y djnh MHTT cCia ngudi tteu dimg Id viic Idm bet sirc d n Ihiet, qua dd gdp phan
d i tten cung nhu khac phuc eae hgn ehe d n ton tgi eiia doanh nghigp kinh doanh trye tuyin nhdm dgt lai the egnh tranh ban. Ket qua nghien cuu se eung d p cho ede doanh nghigp kmh doanh trye luyen sy hieu biet v i vigc iam the ndo de hudng ngudi tieu diing ed thii dg tich cyc vd y djnh mgnh me d i i vdi vige mua s i m trye tuyen, cung nhu i i m I h l ndo de kich thich ngudi lieu dung quan tdm, Hn tudng vd chgn kenh giao djch mua sam trye tuyin nhim thiic d l y hogt dgng MBTT tai Vigl Nam ndi chung v i Ihanh p h i Nha Trang ndi rieng ngdy cdng phat trien.
' NguySn Th| Kim Van. Ldp Cao hpe Quan tn kinh doanh 2010-Tardng Dgi hpe NhaTrang ' TS. Qudch Th| Khinh Ngpc Khoa Kinh te - TnTdng Dgi hpe Nha Trang
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Tgp chi Khoa hoc - Cong nghe Thuy sdn
11. c a S d L V T H U Y ^ V A P H U ' O ' N G P H A P N G H I E N c t h i 1. M i hinh TAM (Technology Acceptance Model)
Sy hihi icb cam nhan (PU)
Sy de su dung cam nhan (PEOU)
Thai ^ s l i d i n g (ATU) '
E>irdinh
hanh vi (BI) -» su (AU) Su dung lhat
mnh I. Md hinh TA_M |3|
Md hinh TAM chuyen dupc dting de gidi thich hdnh vi chip nhan vd sir dyng eong nghe cua ngtreri diing Hai nhan t i co bdn ctia m i hinh TAM cd tde ddng t u c tiip din thdi dp d a ngudi t i i u dung id sy huu dyng earn nhgn (PU) va sy d l sir dyng cam nhan (PEOU). PU Id 'muc dp ma tnot nguai tin ring vjgc s u dvng mpt he thdng cu the se tam tang hi$u qua hay ndng suat lam viec cua hg', c i n PEOU Id 'muc do ma mot nguoi tm ring s& dgng mot he thong cu the se khong can sir nd Igxf [3].
2. Md hinh e-CAM (e-Commerce Adoption Model)
Md hinh e-CAM b i t nguon tir nin tang ty thuyit d a md hinh TAM va Thuyet nhgn Ihuc mi ro (Theory of Perceived Risk - TPR) [2J. Ody Id m i hinh chuyen diing de khao sdt cac y l u Id b i t djnh rui ro trong iTnh vyc CNTT ndi chung va TMDT ndi neng. "Nhan thirc mi ro' duoc hieu Id 'nguoi tieu dOr}g tin r^ng se cd rw ro neu mua san pham/dit::h vu bye tuyen' [7].
Nhan thuc nii ro lien quan den san pham/dich VU (PRP)
Nhan thuc rui ro lien quan den giao dich true tuyen (PRT)
Y dinh su dung (PB)
Hinb 2.11in>et nhan Tnjng TPR, hdnh vi lieu dung san phim CNTT cd nhan Ihirc rui ro. bao gom hai y i u t i l i nJi ro lien quan den sdn phlm/djch vy (PRP) vd nji ro lien quan den giao dieh tore tuyen (PRT). PRP lien quan den edc dgng nji n) nhu: m i l tinh ndng. mit tdi chinh, m i l thdi gian. mat ea hpi vd tong the chung d a edc b i t dinh hay ki ngai dupe nhgn Ihuc bdi mpt ngirdi lieu diing d i i vdi mdt san pham/dich vy cy I h l khi MHTT. PRT lgi lien quan d i n cac dgng rui ro md ngudi tiiu dung ed the phdi doi mat khi Iham gia giao djch trye luyln, dd la: sy bl mat. tinh xdc thuc, sy khdng khudc t u vd nhan thtre rui ro toin bd v l giao djch trye luyln.
3. Mo hinh nghien cuu vd d c gia thuyet 3.1. Mo hinh nghi§n dm
Ttr CO sd ly thuyet da trinh bdy Iren. Ide gid d i
thvc rui ro TPR [2]
xult md hinh nghien ctru dya tren nin tang ly thuyet ciJa m i hinh TAM va md hinh e-CAM de xdc ^rtx cac nhan to nham d y doan Ihii do va y djnh MHTT d a ngudi beu diing. Tuy nhien. vl ddy Id d c m6 hinh nghien ctru d i i vdi ngudi lieu dung nude ngoai nen thang do trong cac m i hinh ndy d u a thgt sy phii hpp vdi mdi trudng Vigt Nam. Ngoai ra, cdn cu v i o tinh hinh Ihyc t i cung nhu ttidi quen Ihanh lodn vd sy tin tudng d a ngudi beu diing Viet Nam noi chung vd ngudi tieu dting Tp. Nha Trang ndi riing dif vdi boat dpng mua sdm trvc tuyin, tdc gia da dieu chinh Ihang do bing viec tham ktiao y kiin cua cdc gidng vien d i n b> d c tnrdng dai hoc, nha quin ly. nhan vien hogt dpng trong linh vyc CNTT va cac doanh nghigp kmh doanh trye tuyen. Ket qud m i hinh nghidn ctru ed dang sau:
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Tgp chi Khoa hgc - Cong nghe Thuy sdn
Nhan thiic sy hihi d\mg (PU)
N h ^ thijrc sy de sir dyng (PEOU) Nhan thiic rui ro Hen quan d£n san pham/
dich vu (PRP) Nhan thiic nii ro lien
quan den giao dich bvc tuyin (PRT) H? thong thanh toan
(PAY) Sir tin tuong
(TRUST)
Thai dp sii dung Y dinh sii dung
Hinh 3. Mo 3.2. G/5 thuyk nghiSn cOv
3.2 1. Sy htru dung (Perceived usefulness - PU) Sy hiru dyng duoc hilu la "mirc do m i mgt ngudi tin ring viic sir dyng m i l h i thing cu the se lim tdng hiiu q u i hay nang suit Idm viic eua hp"
[3], Nhiiu nghidn cuu da chi ra m i l quan he gitra PU v i sy chip nhdn h i thing thing tin cua ngudi su dyng VI vay, cae nhi nghien ciru cho ring ngudi lieu dimg se MHTT neu hp nhan thuc duoc viec MHTT se giup ho dat dupc higu suit mong muin.
Gid thuylt de xult:
H,. Nhan Ihirc su hiru dyng eua viec mua s i m trye luyen cd m i l quan hg cting ehieu vdi thii do v i y djnh mua s i m trye tuyen.
3.2.2 Sy de sir dyng (Perceived ease of use - PEOU)
Nhgn Ihirc linh de sir dung (PEOU) dupe hieu id "mue dp md mpt ngudi tin ring sir dyng mgt he thing ey the s i khing d n n6 lyc" [3]. PEOU ed anh hudng d i n y djnh su dyng vd y dinh su dyng se anh hudng d i n sir dyng thit sy. Neu ngudi lieu diing nhdn thiy vigc tim kiem thing tin. xde djnh thdng tin v l hdng hda/djch vy cung nhu vige dgt mit don hdng Id d i ddng. hp se d i sir dyng hon
H^: Nhgn thirc sy d i sir dyng eua vigc mua s i m trye tuyin d moi quan h i eung chilu vdi Ihdi dp va
blnb ngbien cuu
y djnh mua sam trye tuyen.
3 2.3. Nhan thirc rui ro lien quan den sdn pham/djch vy (Perceived Risk wilh Product/Service - PRP) vd riii ro lien quan den giao dieh trye tuyen (Perceived Risk in the Context of Online Transaction - PRT)
Do die tinh "khdng sd thiy dupc" cua cic hang hda/djch vu Irong b i i d n h do ciia MHTT. ngudi lieu diing cam thiy lo lang khi giao d!ch trye tuyin [4].
Hg e nggi v i chat iupng hdng hda/djch vy, ve chinh sdch d i i , Ird Igi vd gia cd,.. Nhirng lo lang vd sy e nggi ndy ldm eho ngudi tieu diing nghT rang eo nhung rtii ro lien quan den sdn pham/djch vu. Do dd ho se khing san iing giao djeh
Ngodi ra. mua bdn tren internet cdn la mdi Irudng thugn Ipi de thye hien eic hinh vi gian ign bdi ngudi ban vd ngudi mua khdng datyc gap tn/c tiep va ngudi mua chi e i the biet thong tin ve hdng hda thdng qua hinh anh m i td tren website chir khdng kiem tra c h l l lupng hdng. ehinh vi vgy, ngudi tieu dimg v i n cdn ngan ngai khi MHTT. Tuy nhiin, khong ehi cd ngudi mua mdi Ird Ihdnh ngn nhdn, nhiiu ngudi ban hdng tren mang internet cung roi vdo d n h giao hdng roi ma khdng duoc thanh toan hay bj thanh todn bing the tin dyng gia.
Tdm lai, cdm nhdn riii ro Id ky vpng mang tinh chit beu eye. Khi ngudi tieu dting cam nhin viee
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MHTT cd kha nang lam hp bj m i l mdt ve mdt thdigian, lien bac, cdng sire hay tham ehi cd the bj edng thing ve mat tam iy,... thi nhu vay ho se cam nhdn dupe nhirng khfa egnh lieu eye cua viec mua hdng ndy, Vd khi ho d m nhgn dupe khia eanh lieu eye Ihl thai dp lien quan den vigc ddnh gia. sd thieh lien quan den vigc MHTT d a hp se suy giam.
Gia thuyet de xuat
H3: Nhgn thtre rui ro lien quan din s i n phim/
djch vy d m i l quan h i ngupc chieu vdi thii do v i y djnh mua sam trye luyin.
H^: Nhgn thirc rtii ro liin quan den giao djch trye tuyin d mii quan h# ngupe chieu vdi thai dp v i y djnh mua sam true tuyen.
3.2.4. Hg thong Ihanh lodn (PAYMENT - PAY) Ndi den mua ban ln,re luyen thi ngoai c i e yeu to nhu con ngudi. cdng nghg website, vigc giao hang,... thi phuang thue thanh toin cung ding vai trd rit Idn quyit djnh sy thdnh bgi eOa mit doanh nghiip kinh doanh tn/c luyin. Mgt hgn che r i t idn trong Ihdi gian qua cua hogt dgng kinh doanh trye tuyen d nude ta la thanh toin trye tuyen, bdi m l u chit de mpt Ihuang vy mua bdn tn/c tuyen thdnh eing Id phdi d h i thing ddm bdo eia ngdn hdng. VI vdy, thilu d n g cu thanh todn trye tuyen id nguyen nhin co bin nhit khien hogt dpng kinh doanh In/e tuyen ciia ta chgm phit tnln [9]. G i i thuyet de xult:
Hj! H i thing thanh lodn d mii quan h i cting chilu vdi thai do vd y djnh mua sam trye tuyin.
3.2.5. Sy tin tudng (TRUST)
Sy tin tudng trong MHTT lien quan den vige n i c i ddp trng dupc ky vpng cCia ngudi lieu dting doi vdi vigc MHTT hay khing. Vi du nhu ngudi tidu diing ky vgng vige MHTT d ddy se Id hang ddm bdo dting c h l l lupng, diing nhu eii hg hinh dung khi dgt mua, hay Id eac thing tin cd nhdn cua ho se dupc bao mgt,. . Va vi vgy niu nhu ngudi beu dung bn tudng vdo dieu dd vd dieu do ddp trng dting nhu hp mong dpt thi nd se iim eho hp cam Ihay thdi d i ciia hp dii vdi viic MHTT l i r l i cd Ipi va do dd sy tin ludng trong MHTT eang Idn thi thai dp tfch cue d i i vdi viic mua hdng se cdng cao [10]
Hg: Sy tin ludng trong mua sdm tn/c tuyin cd m i l quan hg eimg chiiu vdi thii do vd y djnh mua s i m fri/c tuyen.
3.2.6. Thai dp doi vol viic mua hing tn/e luyin v i y djnh mua hang trye tuyen
Trang hau hit cic nghien etru v i vige chip nhin edng nghg [1,6,5], Ihii dg eiia ngudi tieu dimg tiem nang d i i vdi viec MHTT diu c i trude y djnh MHTT. Hay ndi each khac. niu ngudi tieu dting d
thai do beu dung tich cyc Uii duong nhien hg se ed
•j/ dinh tieu dting tieh eye. Gia thuyit d i xult.
H^: Ton tgi moi quan he giua thdi d i vdi y djnh mua sam tn/c tuyin.
4. Phtrong phdp nghien ciru
Nghien cuu dupc Ihyc hl^n thing qua hai bude: Nghiin ctru so bp (phuong phdp djnh tinh) bing phuang phap thao luan tn/c b i p vdl cdc giing vidn d i n ttr cic tnrdng dgi hpe, nhd qudn 1;/, nhdn vien hogt ding trong IFnh vye CNTT vd cdc doanh nghigp kinh doanh trye tuyen. Nghiin ctru chinh thirc (phuang phdp djnh iupng) bing phuang phap phong van ede c i nhan da tirng tham gia mua ban trye luyen Ihdng qua bang cau hit khdo sdt trye tiep vd bdng edu hdi khio s i t trye tuyin (cing cy google forms) da dupe thilt k i san.
Bang eau hdi dupc xdy dyng dya trdn thang do da hieu chinh v i dupc do ludng trin Ihang do Likert 5 diem vdi 1 Id hodn todn khing ding J va 5 i i hoin toin ding "i/. D i i lupng chpn miu Id ede ca nhan tai Tp. Nha Trang dd ttrng Iham gia mua ban trye tuyin. Nghien euu dupe Ihyc hign tgl Tp. Nha Trang Irong Ihdng 7 vd 8/2012. Dir ligu thu thap sau khi nhdp ligu vd idm sgeh dupe xir ly bing phin mem SPSS 16.0. Phan tich dtr ligu se dupc thye hign thdng qua hai budc: Dinh g i i d i tin cdy cOa thang do bing h i s i Cronbach Alpha vd d i gii trj bang phdn tich nhdn l i kham p h i EFA. Tiep theo, phdn lich h i l quy nhdm kiim djnh sy phii hpp d a md hinh vd ddnh gid mirc d i quan trpng ciia d c nhan to anh hudng den thdi dp vd y djnh MHTT cua ngudi diing.
IH. K t T QUA NGHIEN CUU VA T H A O L U A N
1. Mauthuth^p
Dtr lieu phdn tich vdi cd m l u Id N = 200. Ket qua thong ke eho Ihly ed 41.5% ngudi nam va 58.5% ngudi ntr Iham gia tra ldi bdng d u hdi. Mac dil t^ Id nu tham gia vdo nghien ciru ndy nhieu han nam nhung ehinh lgch ndy l i khdng ding k i . Trong mau, s i ngudi thuic nhim tuii tir 25 din dudi 35 chiim da s i vdi ty Ig 50,5%. Phan b i m l u theo trinh do hge van cho Ihay so ngudi d trinh d$ Cao ding/
Dgi hoc chiim da s i vdi 75.5%. Cing vige chuyin mon chiem da s i thugc nhdm nhan vidn vdn phong vdi 46%. kit qua niy Id hop ly bdi day l i nhim doi tupng thudng xuyen tiep xue vdi Intemet. Phdn bo mau theo mirc Ihu nhgp cho thiy chiim da s i Id nhdm d mirc thu nhgp Iir 2 d i n dudi 6 triiu ding/
thing vdl 60.5%.
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2. Dp tin c$y vd do gid trj cua cdc do luvmg 2.1 Phan tich Cronbach Alpha va phan tich kham pha EFA
Kit q u i phan lieh hg s i CnDnbach Alpha cho thay. tir 38 myc hoi ban d i u , sau khi logi bd ba myc hoi do d h i so tuang quan bien l i n g Ihip (<0.3), nghien ctru d n lai 35 mye hdi (Irong do eo 07 myc hii v i thdi dp d i i vdi viec MHTT va y djnh MHTT dupc dua vao bien phy thudc de phin tich hoi quy), 28 mye hdi edn Igi dupe dua vdo phin tich nhan to khdm phi (EFA) d budc bep theo.
Sau khi phan tieh nhan to khdm phd EFA bdng phuong phip Principal Component vdi phep quay Varimax, Ihang do cdn igi 22 bien quan sdt dupc trich thdnh sau nhdm nhdn l i vdi tong phuang sat bieh dupe Id 65.185% (>50%). he so tai nhdn t i Idn nhat eua moi bien quan sdt d i u trdn 0.5 nen tat d cdc bien deu cd y nghTa.
Siu nhdm nhin t i dupc hinh Ihdnh sau khi phdn tfch EFA dd Id: (1) He thing thanh todn, (2) Rtii ro lien quan den giao djch tn/c tuyen, (3) Sy de su dyng. (4) Sy hiru dyng, (5) Sy tin tudng v i (6) Rui ro lien quan den hang hda/djch vu.
2.2 PhSn tich h6i quy a. Phdn lich tuong quan.
Kit qua phdn tfch ma trin he s i tuong quan cho thiy. bin bien dpe ldp "Hg thing Ihanh loin".
"Sy de su dyng", "Sy hiiu dyng" vd "Sy tin ludng' diu e i su luang quan vdi bien phy thupe "Thai dp sir dyng' vl cd hg so luang quan thip nhit l i 0.386 v i t i l d deu c i Sig < 0.05 vdi mirc y nghla 1%.
Riing hai bien "Rui ro lien quan d i n giao djch trye tuyen" v i "Rui ro lien quan den sdn phlm/djch vy"
khing cd sy tuong quan vdi bien phu thugc "Thii Bdng 1. Ket qud hoi quy vdi bien
do sir dyng" do cd Sig > 0.05 nen khdng ed y nghTa thong ke.
b. Phan tfch hoi quy da bien vdi biln "Thdi d i " : Dua bin bien ddc lap cd y nghTa thong kd sau khi phan tieh tuong quan vao phdn tieh hii quy bing phuong phdp Enter de chpn Ipc dya Irdn tiiu chi chon nhung bien co muc y nghTa <0,05 Kit qud cho thiy Cac gid trj thing ke danh gid sy phti hop cua md hinh nhu R. R^, R= higu chinh vd sai s i chuin d i u dat yeu d u vdi R^ = 38.2% vd R^ higu ehfnh Id 36.3%. He so Durbin - Watson D = 1.763 (gin bang 2). dilu nay eho thay m i hinh khdng cd hign tupng ty hrong quan. F = 19 867 vdi sig = 0.000 cho thiy chting ta cd the bie bd gia thuyit cho ring t i l d cic he s i hii quy bing 0, nghTa la mo hinh hoi quy Id phii hap vdi dtr liiu nghien ciru v i ed the su dung dupc. Phan tich phuong sal d Sig <0.05 nen md hinh hoin toin cd y nghTa thong kd. H i s i phong dai phuong sai VIF >1 cho Ihly cic bien dge lap ndy khdng ed mii quan h i chat che vdi nhau, dieu nay chtrng Id khdng ed hign tupng da eong tuyin xdy ra.
Mirc y nghTa t (Sig) ciia eie bien "Su hdu dyng", "Hg thong Ihanh todn". "Sy lin tudng" deu dat yeu d u vdi Sig < 0,05 eho Ihly ba bien ndy cd 'j/ nghla trong m i hinh, nghla i i sy bien thien ting hay giim he so cua lung bien nay deu cd anh hudng din bien "Thai do".
Cac biln "Su d§ sir dung". "Riii re lien quan den giao djch true biyen' vd bien "Rui ra lien quan den san pham/djch vy" bj logi khoi m i hinh do d sig > 0.05.
Nhu viy, kit qua euoi eiing cho thiy chi ein ba bien d tdc dgng d i n thai dg cua ngudi beu diing doi vdi vige MHTT vd dupe gitr iai trong m i hinh, do l i : (1) Sy hij-u dung, (2) He thong Ihanh loin vd (3) Sy tin tudng.
phy thupc " T h i l dp sir dung"
Coefficients' Model
1 (Constant) F1 PAY F4PU F6 TRUST
Unstandardized Coefficients B .589 .327 .276 .249
Std. Error .298 .064 .068 .058 a. Dependent Variable; ATU
standardized Coefficleols Seta
.328 .249 .258
•
1.974 5.125 4 062 4 319
sig.
.050 000 .000 .000
Colllnearlty statistics Tolerance
.795 .864 .908
VIF
1.258 1.157 1.102 Phdn tich h i i quy da bien v i tdc dgng eua bien
Tlidi dg doi vige MHTT vdi bien Y d]nh MHTT:
Vdi mirc tin egy lya chgn l i 95%, k i t qud phdn tich h i i quy cho t h i y biin "Thai dg" ctia md hinh tdc d i n g cd y nghTa thing ke l i n bien ""Y"
djnh" (sig=0.000). H i s i R= hieu chinh = 0.359
cho biet trong long the 35.9% biln "V djnh" dupc gidi thich bdi biin "Thdi dg". Cie bien dge lgp deu cd hg so tuong quan Pearson <0.8 va he s i phing dgi VIF <10, do dd ed the kel lugn khing cd hign tupng da egng tuyen giira cdc bien dde lgp trong m i hinh.
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Bang 2. Ket qua h i i quy voi bien phu hupc "V djnh sir dyng"
Coefflclents'
Model 1 (Constant)
ATU
Unstandardized Coefficients B
1 140 .664 a. Dependent Variable: Bl
std. Error .230 .063
standardized Coefficients Beta
602 t
4.957 10.611
sig.
.000 .000
Colllneanty statistics Toleranco
1.000 VIF
1.000
IV K E T LUAN VA KI^N NGHj 1. LTng dyng nghiin cuu
Nghien euu nay dupc thye hien vdi muc bdu xdc d|nh vd nh§n dgng cdc y i u t i ehinh dnh hudng den thii dp eiia ngudi beu diing d i i vdi viic MHTT vd xem xet Ihdi dp ctia ngudi tieu diing anh hudng nhu the nio d i n y ^ n h MHTT. Thing qua edc thtr nghigm ciia md hinh nghien cuu da dupe de xult, nghien ciru dd xdc djnh dupc ba Irong sdu nhdn to c i tdc ding mgnh nhit d i n thdi d i , tir dd hinh thdnh nen y djnh MHTT ciia ngudi beu diing, dd l i : (1) Sy htru dyng. (2) Hg thong thanh todn va (3) Sy bn tudng. Tuy nhiin d e bien ctia thdnh phin " H i thing thanh toin" cd t i e dgng manh nhit (beta= 0.327), tiep den l i yeu to "Sy hiJU dyng" (beta=0.276) vd sau ciing la yeu t i "Sy tin tudng" (beta =0.249), diiu ndy cho Ihly "Hi thing thanh toin" ddng vai trd r l i quan Irgng Irong vige hudng ngudi tieu dung cd thii dg tieh eye doi vdi viee MHTT
Ba yeu l i d n igi Id: (1) Sy d l str dyng, (2) Riii ro liin quan din sdn phlm/dieh vy va (3) Riii ro liin quan den giao djch trye tuyen khing Ide ding v i o thii dp vd y djnh MHTT eCia ngudi tieu dimg ed the do ddy id logi hinh giao dieh mua ban ehua phi biin d Tp. Nha Trang nen nhirng y i u t i ndy chua dupc ngudi tieu dimg d m nhdn dupc. Hay ndi cich khie, MHTT la hogt dpng cdn tuong d i i mdi me d i i vol thj trudng Tp. Nha Trang nin ngudi tiiu dimg d day it cd ea hpi tiep d n de rut ra nbO-ng nhgn dinh mdt edeh d l y dii ve nhCrng yeu t i lien quan d i n MHTT d i n h hudng den thdi dd va y djnh mua hdng cua ho.
Ket qua nghiin cuu cung gdp phin vdo Ihang do edc nhin to i n h hudng d i n Ihii dp vd y djnh MHTT khong chi trong pham vi thdnh p h i Nha Trang md d n Irdn phgm vi d nude, qua dd cd the giup cho cdc doanh nghigp kinh doanh trye tuyen sy hilu biit v l vigc Idm the ndo de hudng ngudi beu dimg cd thdi d i tich eye vd y djnh manh me doi vdi viic mua s i m tn/c tuyin, cOng nhu Idm the nao de kieh thieh ngudi beu dimg quan tam, bn tudng vd chgn kenh giao djch mua bdn In/e luyen nhim
thtic d l y boat dpng MBTT tgi Viit Nam n i i dung v i Ihinh p h i Nha Trang nii riing ngdy d n g phdt triln 2. Gioi hgn vd d i x u l t cdc hird'ng nghiin ctru tiep theo
Mge dil k i t qud nghiin etru dd d nhtrng ddng gdp nhit dinh trong viic xdc djnh dupc vai Ird d a ede yeu to lien quan d i n vige chip nhdn MHTT, qua dd doanh nghiip d t h i v$n dyng d i t i chuc mo hinh kinh doanh phii hpp. Tuy nhien, eting nhu cic nghiin ctru khde, nghiin ciru ndy v i n d n mit so ban che n h l l djnh cy the sau:
- Phgm vi nghiin ci>u chl tdp tmng d dja tiin Tp. Nha Trang vdi phuang phdp chgn mlu thuin tien (doi tupng da tirng tham gia mua bin tn/c tuyin) eho nin tfnh dgi diin m l u ein nhiiu hgn chi, chua mang tinh khii quit cao. Khi ning ting quit hda cOa nghien edu se eao han niu mlu dupe ehpn nglu nhiin c i xde suit vd s§ t i l hon nlu dupe triin khai tren pham vi tat d tfnh, thinh trong d nude. Vl vdy, hudng nghien cdu tiip theo d t h i md ring mlu nghiin cdu cho d c nhdm dii tupng khdc nhau
- Vdl thdi gian hgn hgp, nghien euu niy cung chua quan tdm d i n sy khdc biit gitra nhim khich hing da tirng giao dich trye tuyin v i nhim khich hang chua tirng giao djeh trye tuyin iln nio. \^$c nghiin ctru sy khic biit gitra nhim nhtrng ngudi da tirng MHTT va chua tirng MHTT cd the giup d e nhd qudn trj d i ra d c gidi phdp marketing higu qud hon, cung nhu viec nghien euu sy khic biil dii vdi miic dp quan Idm ctta ngudi mua ddnh eho sin phim se giup c i c n h i quin tn cd nhung giii phdp t i t ban. VI vgy, nghien ciru sy khdc bidt giira d c nhim cung d I h i l i mgt hudng nghidn cdu b i p theo.
- N g h i ^ (xm tdp tmng xem xdt siu nhdn t i lie ding din thdi d i str dyng vd •jf djnh MHTT d a nguii diing, kel qui chi d 35,3% phuong sai d a biln ^ djnh str dyng dupc gidi Ihich bdi ba nhdn id trong md hinh nghiin ci>u niy. Nhu vdy, d n 64,7% phuang sai d a y i^nh su dyng dupe gidi Ihich bdi d c ylu l i ben ngoai d a m i hinh. d i Id nhirng ^dnh phin chua dupc d i d p trong m i hinh nghidn cdu d l xulL Vin dl ndy cung dupe de xult cho edc nghien ctm tilp theo.
160 • TRUONG DAI HOC NHATRANG
Tgp chi Khoa hoc - Cong ngh4 Thuy sdn
TAI LIEU THAM KHAO
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