PHO BIEN KIEN THCfC
Phan tich cac nhan to
anh hu'dng tori y djnh mua thi/c pham an toan
ThS. LE THCIY HCTdNG Trtfdng D^i hoc Lao dong - Xa hoi
Qua vi§c danh gia mtfc 66 anh hvldng cua cac nhan to': Gia ban; Srf s5n CO cua san ph§'m; Nhom tham khao tdri Y dinh mua, bai vi§'t se giup doanh nghidp trong ITnh vtfc thtfc ph^m an toan co chife'n Itftfc diing dan hoTn trong
kinh doanh san ph^m nay. A
PHJONG PHAP, M 6 H I N H NGHIEN CLOJ Trong bai vie't ndy, tac gia tid'n hanh nghidn cffu, phan tich anh htfdng ciia Gid bdn sdn phdm, SU sdn cd cua sdn phdm va Nhom tham khdo tdi Y dinh mua thtfc pham an loan (Hinh 1). Cd 3 gia thuyd't dtfdc dtfa ra:
HI: Gid bdn san pbd'm anb htfdng de'n y dinh mua thtfc pham an loan; H2: Sff sdn cd ciia san pham anh htfdng de'n y dinh mua thtfc pham an loan; H3: Nhdm tham khao anh htfdng de'n y dinh mua thtfc pham an loan.
Ndi thdm ve yd'u td Nhom tham khdo, nd dtfdc dinh nghTa la anb htfcing eua mdt cd nhan hay mdt nhom cd tiong thffe te'hay ttong tffdng ttfdng mpt cdch rd rang tdi stf ddnh gid ciia cd nhdn, cam hffng cua cd nhan hay hanh vi cua cd nhdn. Cu the, theo nghien cffu ciia Park vd Lessig (1977), nhdm tham khao anb hffdng tdi ca nhan tren ba goc dp:
- Anh hudng vi thong tin: cd nhdn chiu anh hffdng vi thdng tin tff nhffng ngffdi khac.
- Anh hudng ve sU tudn thu: cd nhan tudn tbu mdt ea nhdn hay nhom ngtfdi khdc vi hp y thffe dtfdc rang nhffng ca nhan hay nhdm ngtfdi khdc dd co the thtfdng hoac phat hp.
- Anh hudng ve gid tri biiu cdm: day la anh hffdng lien quan dd'n viec ca nhan mong mudn dffdc nang cao gid tri ban than ttong mat cua nhffng ngtfcfi khac.
Nghidn cffu sff dung phffdng phap dinh Iffdng vdi md binb h6i quy tuyd'n tinh bdi. Dff lieu dffdc thu thdp bang phffdng phdp dieu tra ebon mau, m§u dffdc ebon theo
HINH 1: mo HINH NGHIEN CflO
phffdng phdp ngdu nhidn phan tang. 500 ngffdi tieu diing tren dia ban thanh phdHd Ndi da dtfpc phat phieu phong van thdng qua bang cau hoi. Sau khi loai bd cdc phieu cd edc cdu tra Icfi bi bd trd'ng, cdn lai 449 phid'u dtfdc sff dung de phan tich, dat tyle 89% so vdi long so'phieu phat ra.
Bang boi bao gom 5 phan: Phin I de do Iffcfng Gid bdn sdn phdm; Phan 2 de do Iffdng Su sdn cd cua sdn pham; Phan 3 de do Iffdng Nhdm tham khdo; Phin 4 de do Itfdng Y dinh mua thtfc pham an toan ciia ngtfcfi tidu dung; Pbin 5 la nhiJng eau hoi lidn quan den thdng tin vd mat nhdn khau ciia ngtfdi tieu dung. Phan I dd'n phan 4 sff dung thang do Likert 5 bac (ra't khdng dong y, khdng d6ng y, binh thtfdng, ddng ^, reft ddng y).
Dff lieu sau khi thu thdp se dtfdc ldm sach va xff ly bdng phan mim SPSS phidn ban 18. Thang do trtfdc khi sff dung se dtfdc kiem dinh gid tri bang phtfdng phap phdn tich nhdn td'EFA vd ddnh gid dp tin cdy bang bd sd' tin cdy Cronbach Alpha. Sau do, phdn tich hdi quy bdi se dtfdc thtfc bidn dd kiem dinh ede gia thuyd't nghien cffu va danh gid mffe dp anb hffdng eiia cdc bid'n ddc Idp tdi y dinh mua thtfc phim an toan cua ngtfcfi tidu diing (Bdi viit sddung cdch vii't chii sd thdp phdn theo chudn quoc ti).
Trong qua trinh ddnh gid gid tri thang do bang phan tich EFA, kd't qua EFA cho Nhdm tham khdo cho tha'y, ba mat ttong khdi nidm nhom tham khao Id ba nhan td dpc Idp, bieu dien ba pham trii khae nhau.
Cd the kdt ludn day Id ba khdi niem khac
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nhau, tff do ta phdn ehia nhdn td' Nhom tham khdo thanh ba nhdn to' mdi va ddt ten la: Tham khao - Thdng tin; Tham khao - Tudn tbii; Tham khao - Gid tri.
Sau khi kiem dinh gid tri cua thang do va dd tin cdy eua thang do, mo hinh cua nghien effu dffpc dieu chinh nhff Hinh 2.
Theo dd, cac gia thuye't dffpc dieu chinh nhff sau: HI: Gid ban cd anh htfdng de'n y dinh mua thffc pham an todn; H2: Thtfc pham an toan cang sdn co tten thi trtfdng thi ngtfcfi tieu diing cang cd y dinh mua san pham; H3: Stf tham khao vi mat thdng tin dnh hffdng ddn y dinh mua thtfc pham an toan; H4: Stf tham khao ve mat tuan thu anb htfdng de'n y dinh mua thtfc phim an toan; H5: Stf tham khao ve mat gia tri ban than anh htfdng dd'n y dinh mua thtfc pbd'm an todn.
KIEM DINH VA PHAN TICH HOI QUY
Tid'p theo, eae nhan td' dtfdc dtfa vao kiem dinh md hinh. Trtfdc khi kiem dinh md hinh, kiem dinh be sd ttfdng quan Pearson dtfdc sff dung de kiem tra md'i lidn he tuyd'n tinh giffa cac bid'n ddc lap va bie'n phu thudc. Kd't qua kiem dinh cho thay, hau bet cac gid tri hd sd' itfdng quan giffa bid'n ddc lap va bid'n phu thudc deu cd y nghia d mtfc 99%. Duy nhd't cd bidn ddc lap SU sdn co cua sdn phdm la khdng nhin tha'y ttfdng quan ed y ngbia vdi bie'n phu thudc Y djnh mua. He sd tffdng quan giffa bie'n phu thudc la Y dinh mua vd edc bid'n dpc lap khdc Iffdng dd'i cao. Do vdy, co thd kd't luan sd bd la cdc bien dpc lap nay phu hdp dd dtfa vdo md hinh giai thich cho bie'n Y dinh mua thtfc pham an loan.
De ddnh gid dd phu hdp cua md hinh hdi quy, tac gia can cff vao he so' xdc djnh R-. He sd R- cho bid't % stf bidn ddng cua bien phu thupc (Y) dtfdc giai Uiich bdi edc bie'n doe ISp (X^) ttong md hinh. Kd't qua cho thd'y, ndm nhdn td: Stf sdn cd eua san pham, Gia ban san pham, Tham khao - Thdng tin, Tham khao - Tuan thu vd Tham khao - Gid tri ban than ^iai thieh dtfdc 10.3% stf bien ddng cua Y dinh mua thtfc pham an toan.
De kidm dinh dp phii hdp cua md hinh, tac gia sff dung kiem dinh F. Ke't qua kiem dinh F vdi gia tti F = 11.279, gia tri sig. = 0.000 cho tiia'y md'i quan he ndy dam bao dp tin cay vdi mffe dd cho phdp la 5%. Nhtf vay, CO thd ke't luan cac
HJMH 2: MO HINH NGHIEN CCTO DlEG CHINH
bid'n dpc lap ed tac ddng dd'n Y dinh mua thffc pham an todn cua ngtfcfi tidu dilng va md hinh hoi quy tuyd'n tinb bpi phii hdp vdi tap dff lieu va cd the sff dung dtfpc.
Dd kiem djnh bidn ttfdng da cpng tuydn, tdc gia sff dung he sd phdng dai phtfdng sai (VIF). Ne'u gid tri he so' ndy < 2, thi quan he da cdng tuyd'n giffa cac bid'n ddc lap Id khdng dang ke. Kd't qua kiem dinh da cdng mye'n dtfdc the hidn trong Bang 1. Kd't qua nay eho thd'y hien ttfdng da cpng tuyd'n Id khdng ddng ke dd'i vdi dff lidu ciia nghien cffu.
Sau cac btfdc trdn, thtfc bien phdn tich bdi quy va dtfdc ke't qua nhtf ttong Bang 1:
- Gid tri sig. ciia nhan td' Gid bdn sdn phdm < 0.05 do dd cd the khang dinh gid thuye't H1.
- Gia tri sig. cua nhdn td Su sdn cd cua sdn phdm >
0.05 do do cd the bac bo gia thuyd't H2.
- Gia tri sig. cua nhdn td' Tham khdo - Thdng tin <
0.05 do do ed the khdng dinh gia thuye't H3.
- Gia tri sig. Ciia nhan td' Tham khdo - Tudn thu <
0.05 do dd CO the khdng dinh gia thuyd't H4.
- Gid tri sig. eua nhdn to Tham khdo - Gid tri bdn thdn < 0.05 do do cd the khang dinh gia thuyd't H5.
Md'i quan be giffa bid'n phu thudc va cac bie'n dpc lap dtfdc the hien trong phtfdng trinh bdi quy tuyen tinh sau:
Y l = 2.337 + 0.112X1 + 0.136X2 + 0.1X3 + 0.119X4 Y1: Y dinh mua thtfc pham an loan
X1: Gid bdn san pham X2: Tham khao - Thdng tin X3: Tham khao - Tudn thu X4: Tham khao - Gia tri ban than
Phtfdng trinh hoi quy cho thd'y, cdc he so' Beta chuan boa diu > 0 cd nghia la cdc bid'n ddc Idp tae ddng thudn chieu tdi bien phu thudc. Nhtf vdy, theo phtfdng trinh tren, khi 1 ddn vi Y dinh mua thtfc pham an toan tang len tbi theo do phai cd sff cpng hffdng dtfdng eiia 0.112 Gid bdn san pham; 0.136 Tham khdo - Thdng tin, 0.1 Tham khao - Tuan thii va 0.119 Tham khao - Gid tti ban than.
f
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1 ironslanti Gi.iB,iii Saiico ThamKhaol ThamKhao3
BANG V. KET QUA P H A N TICH HOI QUY Unsta
Coeffi 6
.112 -.033 .136 .100 .119
a d a r d i z S cients Std.
E r r o b ^ .229 .039 .029 .044 .045 .040
i^oefficientsa Standardized CoefRcients Beta
.131 -,051 .145 .114 ,150
\w 4
10.212 2.881 -1.124 3.100 2.245 2.989
,01 Kl .004 .2fi7.
.002 (12'>
om
CoUmearil Statisdcs Tolerance
.969 .991 910 .779 .797
Economy pnd Forecasl Review
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HO BIEN KIEM THCTC
KET LUAN
Gia thuye't 1 cua md hinh dtfdc chd'p nhan khang dinh Gid bdn sdn phdm dnh htfdng dd'n Y dinh mua thtfc pham an loan. Gid tri Beta cua md binh hdi quy > 0 cho tiia'y, gia ban cdng cao tbi ngtfcfi tieu diing cang cd y dmh mua thtfc pham an toan. Hidn nay, d Vidt Nam chtfa phd bie'n rOng rdi nhihig quy dinh de nhdn bid't thtfc pham an loan. Do dd, ngtfdi tieu dung sff dung gid nhtf mdt cbi bao ve tinb chat cua san pham. Nhffng san pham ed gia cao dtfdc ngtfdi titu diing eho la cd chat Itfdng cao, la an loan that. Dieu nay thdc day hp de'n y dinh mua cao hdn.
Gia thuyd't 2 ciia md hinh bi bdc bo. Nhtf vdy, Su sdn CO ciia sdn phdm khdng anh htfcing dd'n y dinh mua thffc pham an loan. Trdn tbi trtfdng, thffc pbd'm an todn Id san CO d nhieu ndi. Tuy nhidn, thtfc Id' lai cho tha'y nhieu thtfc pham ban trong sieu thi vd cdc cffa bdng ban thffc pham sach khdng an todn. Vi du, thit ga bdn ttong EigC bi phdt hien cd xud't xff tff Trung Qude, rau qua cua Mr Sach bi phdt hidn nhdp ttf ngudn gd'c khdng rd rang va khdng dam bao an todn ndn bi Itfdc logo PGS (logo duy nhd'l chffng nhan thffc pham an loan hien nay). Do do, nhffng ngffdi tidu dCing khdng hodn toan tin ttfdng vao thtfc pham dtfa vao cac dia diem cung cap. Tff do, d§n dd'n viec ne'u ngffdi tidu dung bie't chac thtfc pham nao la an loan, thi dii dtfdc cung cd'p d ddu ho cung se tim mua. Su sdn co cua sdn phdm khong lam lang y dinh mua cua ngtfdi tieu diing.
Gia thuyd't 3 eua md hinh dffdc chd'p nhdn, khang dinh nhdn to' Tham khdo - Thong tin cd anh htfdng dd'n Y dinh mua thtfc ph^m an todn. He sdBeta ciia md hinh b6i quy > 0 cho tha'y, nhan id' nay cd anh htfcing thuan chieu tdi bid'n phu thude. Nhff vay, ngffdi tieu dung ed tham khao y kie'n cua nhffng ngffcfi xung quanh de mua thtfc pham an toan, thdng tin cdng nhieu, thi y dinh mua cang ldn. Hd sd'Beta eua bie'n nay la ldn nhd't cho thd'y, trong cac nhan id'nghidn cffu, Tham khdo - Thong tin cd anh hffdng ldn nha't dd'n f dinh mua thffc pbd'm an loan.
Gia thuye't 4 cua md hinh dffdc chd'p nhdn, khang dinh nhdn td' Tham khdo - Tudn thd co anh htfdng dd'n Y dinh mua thtfc pham an toan. He sd' Beta cua md hinh hdi quy > 0 cho thd'y, nhdn Id' nay cd anh htfdng
thu$n chieu tdi bid'n phu thudc. Nhtf vdy, ngtfdi tidu diing bi anh htfdng b3i vi|c nghe theo nhffng ngtfcfi xung quanh ddn dd'n phai mua thtfc pham an toan. Hp mua thtfc pham an toan vi hp mudn dtfdc nhffng ngtfdi xung quanh (ed thd la gia dinh) hai long vl vide hp mua thffc pb£m an toan. Tuy nhien, he sd'Beta eiia bid'n nay trong md binh la nho nha't cho tha'y, Tham khdo - Tudn thu ed anh hffdng it nhd't dd'n Y dinh mua thtfc ph^m an loan.
Gia thuyet 5 cua md hinh dtfdc chd'p nhdn, khang dinh nhdn td' Tham khdo • Gid tri ban than c6 anh btfdng dd'n Ydinh mua thffe pham an todn. He sd'Beta ciia md hinh b6i quy > 0 eho tha'y nhdn tdnay cd dnh hffdng thuan chieu tdi bie'n phu thudc. Ngtfdi tidu dung bi anb htfdng bdi vide xdy dffng hinh anh ban than ttong quan nidm eiia mpi ngtfdi dan dd'n viec CO y dinh mua thtfc pham an todn. Thtfc td' cho thd'y, ngtfdi Vidt Nam la nhffng ngtfdi ra't coi trpng hinh thffc va ludn mud'n xdy dffng hinh dnh td't ttong xa hdi.
Do do, viec mong mud'n dffdc mpi ngffdi nhin nhan minh la ngffdi bidt each tidu dung thtfc pham an todn se thue day hp ed y dinh mua thtfc pham an todn.
Theo xu htfdng chung eiia loan the gidi, nganh san xud't vd kinh doanh thffc pbd'm an toan dang cd cd hdi phdt ttiln ldn trdn thi trffdng Viet Nam. NhiJng nha kinh doanh va cdc nhd qudn ly ttong ngdnh can nghien ciiXi banh vi mua cua khach hang dd co thd kinh doanh hieu qua tren tbi trtfdng. Y dinh mua theo nhtf cdc nhd nghien cffu la mdt cbi bdo eua hanh vi mua. Vi vay, nghidn cffu ;y dinh mua se giup dff bdo td't banh vi mua.
Nghien cffu ndy gidp nhiing nha qudn ly trong linh vtfc thtfc pbd'm an toan cd them mdt so' kd't lu|n dd hidu hdn ngtfdi tidu dung vd htfdng ngtfcfi tidu dung tdi vide mua thffe pham an toan.Q
TAIXIEU THAM KHAO
1. Tran Minh Dao (2006). Gido trinh Marketing cdn bdn, Nxb Dai bpe Kinh td'quo'c dan. Ha Ndi 2. Nguydn Dinh Tho, Nguydn Thi Mai Trang (2007). Nghiin ciiu khoa hgc Marketing dng dung mo hinh cdu triic tuyi'n tinh SEM, Nxb Dai hpe qude gia TP. Ho Chi Minh
3. Vu Huy Thdng (2010). Gido trinh Hdnh vi ngudi tiiu dUng, Nxb Dai hoe Kinh tdqudc dan, Hd Npi
4. Park vd Lessig (1977). Handbook of Marketing Scales, Sage Publications
5. Nik Abdul Rasbid, NR. (2009). Awareness Of Eeo-label In Malaysia's Green Marketing Initiative, International Journal of Business and Management, Vol. 4, No. 8, pp. 132-141
6. Perry, L. and Schullz, D. (2005). Buying Organic, Random House, New York, NY 7. Robin Roberts (2007). Organic food: Observations of Chinese purchasing behaviors, truy cap tff www.usq.edu.au
