TAG DONG CUA NHAN THlTC RUI RO DEN Y DINH TIEP TUC SLT DUNG VI DIEN TtT
Ha Hai Dang
Truang Dgi hgc Kinh ti-Lugt — Dgi hgc Quoc gia TP.H6 Chi Minh Email- [email protected]
Phiing Thanh Binh
Truang Dgi hgc Kinh ti-Lugt - Dgi hgc Quoc gia TP.Ho Chi Minh Email- [email protected]
NgEiy nhan, 20/11/2019 Ngay nhan ban siia: 31/12/2019 Ngay duyet dang, 05/7/2020
Tom tat:
Nghien ciru dugc thuc hien nhdm tim hiiu vd kiim dinh moi quan he nhdn qud giUa cdc yen to thdnh phdn cua nhdn thirc rui ro. nhdn thirc tinh hUu ich, nhgn thirc gid tri vd su hdi ldng vd y dinh tiip tuc sir dung vi diin tir cua ngu&i tiiu dung. Nghien ciru sir dung mo hinh phirang
trinh cdu triic (SEM) di phdn tich mdu gom 670 ngu&i tieu diing da vd dang sir dung vi diin tu & thdnh pho Ho Chi Minh. Kit qud nghien cuu cho thdy y dinh tiip tuc sir dung vi diin tu chiu tdc dong true tiep tic su hdi long vd gidn tiip tic cdc yiu to: nhdn thirc gid tri. nhgn thirc hUu ich. rui ro tdi chinh, rui ro rieng tu, rui ro hieu qud, rui ro th&i gian. Tic do, nhom tdc gid dua ra nhitng khuyen nghi nhdm ndng cao y dinh tiep tuc sir dung vi diin tir ciia ngu&i tliu dung
Tir khda: Nban thirc gia tri, Nhan Ihiic rui ro, Nhan thiic linh hiiu ich, Su hai Idng ngucri lieu diing, Y dinh Hep tuc sir dung, Vi dien tir.
MaJEL:M31,L81,MI5.
The impact of perceived risk on continuance using intention of electronic wallet Abstract:
This research was conducted to examine the causal relationship among perceived risk, perceived value, perceived usefulness, customer satisfaction and continuance using intention of e-wallets. By using structural equation modeling (SEM) to analyze sample including 670 people, who have been using e-wallet in Ho Chi Minh City. The research results show the continuance using intention of e-wallets is directly affected by satisfaction and indirectly by factors of perceived value, perceived usefulness, financial risk, privacy risk, peiformance
risk, time risk. Since then, we have made recommendations to enhance continuance using intention of e-wallets.
Keywords. Perceived value, perceived risk, perceived usefulness, customer satisfaction, continuance using intention. E-wallet.
JEL Code: M3I, L81, M15.
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1. Gioi thi|u
Thdi gian gin day, thanh todn di ddng (mobile payment) ddng mdt vai trd hit siic quan trpng Uong sy phdt trien nganh thuang mai dien tii. Trong cac phuang thiic thanh loan di ddng, vi dien hi Id mdt phuang thirc khd thdng minh vd rat dugc ua chuong Chi can mdt vdi thao tae, dii d bat ky dau hay thdi diem nao Ihi ngudi tieu diing deu cd the thanh loan.
Thi trudng tiem nang cho djch vy vi dien ni da thu hilt nhieu nha cung cap trong va ngoai nudc nhu:
Apple Pay, Momo, Zalo Pay.
Theo Lucmg Giang (2018), sd ngudi dan Viet Nam sir dung internet la 53% va cd 28,77 trieu ngudi su dyng dien thoai thdng minh nam 2017. Vdi ca edu dan sd ire. thich kham phd va kha ndng nam bat xu hudng nhanh, Viet Nam hien la mdt thi trudng riem nang eho hinh thitc lhanh toan mdi nhu vi dien lir.
Ty le ngudi su dung thanh lodn di ddng tang tir miic 37% nam 2018 len 61% tai VietNam vao nam 2019 theo bao cao ciia cdng ty PWC (2019), Trd thdnh qude gia cd miic lang Irudng nhanh nhdt tren the gidi, diing thir 2 khu vuc Ddng Nam A (sau Thai Lan 67%).
D6 nhan thdy viec giao dich thdng qua phuang thirc vi dien tir rat nhanh chdng, lien ich nhung cung tiem an nhieu nguy ca tir tdi pham cdng nghe. Tren the gidi, mpt sd nghien cuu trudc day da chi ra rdng nhan thiic ve nii ro se dnh hudng den viec chap nhan su dung thanh todn di ddng, da xac nhan hieu img tieu cue ciia nhan thiic riti ro ve chap nhan sir dung thanh todn di ddng nhu (Martins i& cdng sy, 2014);
(Yang & cdng su, 2015), Trudc xu hudng phdt trien eua vi dien hi tren the gidi va thuc trang thanh todn bang vi dien tii tai Viet Nam, rat can mdi nghien ciru giup cdc nhd qudn ly doanh nghiep, cdc nhd hoach dinh chinh sach cd cai nhin loan dien ve y dinh tiep tyc sir dung vi dien tii,
Sau phan gidi thieu, nghien ciiu dugc cau tnic gdm 4 phan: Phan 2 trinh bay ca sd ly thuyet vd md hinh nghien cim; phan 3 la phuong phdp nghien ciiu;
phdn 4 la ket qua va thdo ludn cudi ciing ia phan 5 ket luan va hdm y qudn tri.
2. Cff sd ly thuyet 2.1. Nhgn thirc rui ro
Nhan thiic nii ro la mdt trong nhirng thdnh phan quan trgng ciia mdt sd md hinh dp dung be thdng thdng lin, Theo Featherman & Pavlou (2003) nhan thirc riii ro Id su tdn that khi theo dudi mdt kit qua mong dgi eua viec sir dung dich vu dien tir.
Featherman & Pavlou (2003) chi ra bay khia canh
cua nhan thiic nii ro bao gom: rui ro tai chinn. mi ro rieng tu, nii ro hieu qua, riii ro tam ly, nii ro thdi gian, nii ro xa hdi va nil ro chung tdc ddng den y dinh chap nhdn sir dung dich vu dien tir. Ket qua nghien cim cua Yang & cgng sy (2015) da chi ra ba khia eanh cua nhan thiic nii ro tdc dgng den y dinh chap nhan su dyng thanh loan di ddng la nii ro tai chinh, nii ro hieu qua va nii ro rieng tu.
Trong nghien cuu nay, tac gid sii dung bdn khia canh cua nhdn thiic nii ro de do ludng miic dg tac ddng den y dinh tiep tuc sir dyng ciia ngudi lieu diing la: nii ro tai chinh, nii ro rieng tu, nii ro hipu qua va nil ro thdi gian.
2.2. Ly thuyit chdp nhpn cong nghe TAM la mdt ly thuyet he thdng thdng tin md hinh hda cdch ngudi dimg chap nhan vd dp dyng cdng nghe nhat dinh. Md hinh cho thdy rang ngudi dimg, khi dugc trinh bay vdi edng nghe mdi, bi dnh hudng bdi nhieu yeu td, sau dd hg quyet djnh each thirc vd thdi diem sir dung cdng nghe dd (Davis & cgng su, 1989). TAM thay the nhieu ly thuyet ve cdc bi?n phdp thdi dp hdnh ddng cd ly do bang hai bipn phap chap nhan cdng nghe: de sir dung vd hiiru ich. Nhieu nghien ciru Ihyc nghiem da khdng dinh sire manh gidi thich quan trgng cua nd trong nghien ciiu ciia cdng nghp thdng tin ciing nhu trong eac iing dung ITnh vyc md rdng khde.
2.3. Ly thuyet xdc nhgn ky vgng cda y dinh tiep tuc su' dung hp thong thong tin
Ly thuyet xdc nhdn ky vgng (EDT- Expectation Disconfirmalion Theory) la mdt md hinh ndi bat Uong hanh vi lieu dimg va ITnh vyc tiep thi de gidi thich hanh vi sau tieu diing theo (Oliver, 1980).
Ky vong ve sdn pham hoae dieh vu la mdt yeu td quan trpng trong EDT. Bhattacherjee (2001) da phat trien vd thir nghiem EDM-IS (Expectation Disconfirmation Model - Information Technology) dya tren ly thuyet xae nhdn ky vpng EDT. Md hinh EDM-IS gia dinh rdng ngudi diing cd y dinh tiep tuc sir dung cdng nghe thdng tin chju tac ddng ciia sy hai ldng cua ngudi lieu dimg vdi cdng nghp, miic dp xac nhan va mong dgi cua ngudi tieu dimg sau khi chap nhan, dugc the hien bdng tinh hiiu ich.
2.4. Lugfc khdo nghien ciru thuc nghipm lien quan
Liebana-Cabamllas & cgng sy (2014) da dp dung cdc phan md rdng ciia md hinh chap nhan cdng ngh?
(TAM) Ak gidi thich hdnh vi ciia ngudi tieu diing trong vi?c chap nhan cac cdng cy thanh loan di dgng mdi thdng qua dnh hudng tuang ddi ciia cdc ylu td
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xdc djnh nhu: anh hudng tir ben ngodi, nhan thiic de sir dyng, thai dg, nhdn thirc hiiu ich, tin cay, vd nii ro. Mang di dgng khdng on dinh vi bang thdng yeu va gay ra cac van de ve bao mat, chdng h^n nhu cdc van de ve an todn xam pham quyen rieng tu va nii ro xam pham quyen rieng tu Wang & cdng sy (2013).
Cdc nghien ctiu trudc day chi ra rang nhan thiic riii ro la mdt cdu tnic da chieu Uong bdi canh thuong mai dien tu eiia Featherman & Pavlou (2003);
Martins & cdng sy (2014).
Martins & cgng sy (2014) da kit hgp ly thuylt thdng nhat ve chdp nhan vd su dung cdng nghe (UTAUT) vdi nhan thirc nii ro de giai thich y dinh va hanh vi sir dung ciia ngan hdng dien tu, tir do nhan thay hieu suat, ky vgng nd luc vd anh hudng xa hdi, vd vai trd ciia riti ro nhu mdt yeu td dy bao manh me ban ve y dinh su dung.
Tuy nhien, cac nghien ciiu hien tai chii yeu tap trung vdo viec kiem tra viee chap nhdn ban dau ciia ngudi diing vd ehua nghien ciru ve y dinh tiep tue sir dung. Viec tiep tuc sir dung lhanh todn di dgng la rat quan trpng ddi vdi su tdn tai vd phdt trien cua cac cdng ty thanh todn di ddng theo Zhou (2013).
Mdi quan he lau dai vdi ngudi diing mgt phan nao do giiip cac cdng ty gidm chi phi va tang lgi nhuan theo (Chen & Li, 2017).
Theo Bhattacherjee (2001), khi nghien ciiu ve cdc Hen de tdc ddng den viec tiep tuc sir dung thuang mai dien tir da khang dinh hai nhan td quan trong la nhan Ihiic huxi ich va sy hai Idng cua khaeh hang.
Kuo & cdng sy (2009) ciing cho ring nhan thirc gia trj va sy hai Idng ed dnh hudng den y djnh mua lai ciia djch vy di ddng. Yuan & cdng su (2016) da dua ede yeu Id trong md hinh TAM vao kiem tra vd dua ra nhan djnh: nhan thiic phii hgp vdi cdng ngh?, nhan thiic de sir dung, nhan thiic huu ich, sy hai long, nhan Ihiic nii ro Id nhung yeu td tdc dgng den y djnh tiep tuc sir dyng ngan hang di ddng. Chen
& Li (2017) Uong mdi nghien ciru ve y dinh tiep bic sir dyng djch vu thanh loan di ddng, nhan thay rang nhdn thirc nii ro va nhan thiic hiru ich cd tdc ddng den sy hdi Idng ciia ngudi tieu dimg va cd dnh hudng y djnh tilp tuc sir dung thanh loan di dgng,
3. Cac gia thuyet va mo hinh nghien cuu dat ra 3.1. Nhan thuc rui ro
3.1.1. Rui ro tdi chinh
Riii ro tdi ehinh Hen quan den nhan thiic cua ngudi rieu dung ve nhiing tdn that tien te cd the xdy ra do viec sir dung lhanh todn di ddng Featherman &
Pavlou (2003), Viec chuyen tien giira cac tdi khoan
trong thanh todn di ddng cd the gdy ra mdi lo ngai ldn ve thdng tin ve tdi chmh, ching ban nhu tai khoan va mat khdu bj danh cap, tien bi ddnh d p , Grewal & cdng su (1994) cho ring nii ro tdi chinh de cap den nhiing tdn that tiem tang vl chi phi dlu tu va bdo tri sdn pham hoac sir dyng chi phi dich vu,
3.1.2. Rid ro riing tu
Quyen rieng tu la mdt mdi quan tdm ldn khac ciia ngudi tieu diing khi sii dung vi dien tir vi nhieu thdng lin rieng tu, nhu sd chiing minh nhdn ddn, ma pin, sd dien thoai, dia diem mua sam, hd so mua sIm, v.v., dugc yeu cau trong quy trinh lhanh todn. Cdc thdng rin tren cd the bi tiet Id hoac bi su dung sai muc dieh neu nd rai vao ngudi khac. Thdng Hn rieng tu cua ngudi tieu dimg bi tiet Id dugc dmh nghta Id nii ro rieng tu theo (Featherman & Pavlou, 2003).
Khi he thdng thdng tin khdng dugc bdo ve diing each, ke gian cd the truy cap diir lieu, danh cap Ihdng tin cd nhan, gay thiet hai ve the chat va rinh thdn cho chii sd hiru theo (Polasik & Wisniewski, 2009).
Nhan thirc gid trj vd nhan thiic hiiu ich khi su dung vi dien tu ciia ngudi rieu dimg ciing mdt phan ndo dd bj tdc dgng.
3.1.3. Rui ro hieu qud
Rui ro hieu qua dl cap din tdn thit riem nang khi dich vu dupc cung cdp khdng sir dung dugc hoac sii dung kbac so vdi thiet ke, qudng cdo, do dd khdng ddp irng mong dgi cua ngudi lieu diing theo (Grewal
& cpngsy, 1994).
Ngoai ra, riti ro hieu qua de cap den cam nhan ve kha nang ciia vi dien tir bi true trac va hoat ddng khdng nhu mong dgi hoac quang cdo bdi nha cung cap, do do khdng the cung cap dich vtj theo mong mudn theo (Featherman & Pavlou, 2003). Gidi han kich thudc man hinh vd tdc do xir ly cua thiet bj ciing cd the gay ra nhieu lo ngai cho ngudi tieu diing, lam dnh huijng den nhan thirc hiiu ich ciing nhu nhan thiic gia tri khi siir dung vi di ddng.
3.1.4. Rui ro thai gian
Riii ro thdi gian de cap den sy mat thdi gian cd the do sir dung vi dien tii de thanh lodn. Dieu nay cd the thdy lir su thieu chac chan ve thdi gian can thiet de cd the sir dung dugc phdn mem, quy trinh can tuan thil khi khdng thanh todn hda dan hoac cdch xda img dung di dgng khi hieu qud ciia chiing giam so vdi mong dgi (Featherman & Pavlou, 2003). Nhirng van dl Uen cd the dan den su bat lien cho ngudi lieu dung neu mat nhieu thdi gian de xir ly giao dich.
Tir nhirng cdm nhan nii ro phia tren. lam cho ngudi tieu diing cd mdi sd e ngai khi su dung, ldm
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Ihay ddi nhan thicc gia tri vd nhan thiic hiiu ich vl vi dien tir.
3.2. Nhgn thirc gid tri
Trong cdc nghien cim tiep thj, nhan thirc gid tri la mgt khai niem ve su danh gia cua ngudi lieu diing mdt each tdng the ve tinh tien ich ciia san pham dua tren cam nhan ve nhirng gi dat dugc va nhiing gi mat di Iheo (Yang & cdng sy, 2015).
Nhieu hpc gid da coi nhan thiic gid trj la mgt thudc do quan Irgng trong tiep thi doanh nghiep va nhan thiic gid tri da dugc nhan manh trong cac ngdnh eu the ve nghien ciiu tiep thj vd thuong mai dien tir (Chen & Lin, 2015).
Trong cdc nghien ciiu ve thanh todn di ddng, nhan thiie gid tri la mdt thudc do ve hieu qua tdng the ciia dich vy, dugc danh gia bdi mdt ca nhan xem xet nhiing bat lgi cung nhu lgi ich ciia dich vu theo (Kim & cgng sy, 2007). Do dd, cdc gia thuyet sau day dugc dl xudt:
Hla: Rui ro tdi chinh co tdc dgng dm den nhdn thirc gid tri ciia ngu&i tieu dung khi su dung vi dien tu.
H2a: Riii ro rieng tu co tdc dgng dm din nhdn thuc gid tri cda ngu&i tieu diing khi su dung vi diin tu.
H3a. Rui ro hiiu qud co tdc dong dm den nhdn thuc gid tri cua nguai tieu diing khi su dung vi diin tir.
H4a. Rui ro thai gian co tdc dong dm din nhdn thuc gid tri cua ngu&i tieu dimg khi su dung vi diin tir.
3.3. Nhpn thuc hdii ich
Khdng the truyen dai dupc lgi ich rd rang cho ngudi tieu diing la mdt ly do rat quan trgng cho su phd bien cham ciia cac irng dung di ddng cung nhu la vi dien lii. Theo ly thuyel khuech tan, ngudi lieu dung chi san sang chap nhan ddi mdi neu nhiing ddi mdi dd mang lai lgi ich cy the so vdi cac gidi phdp hien cd (Rogers, 1995), Do dd, cdc gia thuyet sau day dugc de xuat:
Hlb: Rid ro tdi chinh co tdc dgng dm din nhgn time hiru ich ciia ngic&i tiiu dung khi sir dung vi diin td.
H2b: Rui ro rieng tir co tdc dgng dm din nhgn thirc hull ich ciia ngu&i tiiu diing khi sir dung vi dien tir
H3h: Rid iv Itieu qud co tdc dong dm den nhgn thirc hiru ich ciia nguai tiiu diing khi sir dung vi dien
H4b: Rui ro thai gian co tdc dgng dm den nndn thirc hiru ich cua ngu&i tieu dung khi sir dung vidien tu.
Trong nghien cim md hinh TAM ciia Davis &
cgng sy (1989), nhan thirc hiru ich dugc dl cap den mirc do ngudi tieu diing tin rang sir dung mdt san phdm cdng nghe cu thi se nang cao hieu qua lam viee ciia minh, giiip gid tri ciia san pham dugc cam nhan tdt hem. Cdc nghien cim trudc day chi ra rang nhdn thirc biiu ich cd lien quan tich cue vdi nhan thirc gid trj ciia ngudi tieu dung nhu nghien cim cua (Amoroso & Magnier-Watanabe, 2012) \e thanh loan di dgng ttii Nhdt Ban. Khi cam nhdn tinh huu ich ciia dich vu cang cao, nhdn thiic gia Uj ciia ngudi tieu diing ve dich vu cang cao. Do dd, gia thuyet sau day dugc de xuat:
H5: Nhgn thirc hiru ich co tdc dgng duang din nhgn thuc gid tri ciia ngucn tieu diing khi su dung vi diin tu.
3.4. Su hdi long
Su hdi ldng ciia ngudi Heu dung dugc xdc djnh bang mgt trong hai quan diem khi thye hien hanh vi hien mua hang: quan diem giao djch va quan diem tich liiy. Ddi vdi quan diem giao djch, kbi thye hi?n mua hang, sy hai ldng la danh gid dya Uen kinh nghiem nhirng lan mua hdng gdn ddy theo (Boulding
& cdng sy, 1993) So vdi quan diem giao djch, quan diem tich luy nhan manh cdi nhin tdng the, sy hai ldng duoc danh gia dya tren tat ca kinb nghigm mua hdng, bd qua mpi trdi nghiem mua hang ey the theo (Johnson & Fomell, 1991).
Kiem tra nhan thirc hiru ich cting cd the lam ro y dinh ciia ngudi tieu diing, sd thich vd mirc dp hai ldng Hsu & Lin (2015). Khi nghien cim ve mdi tuong quan giiia nhan thiirc gia tri va sy hai long, ciing cd mpt sd ket ludn tuong ty. Nhu nghien cihi ve web thuang mai dien tii vd mua sam tryc tuyen (Hsu & cgng sy, 2006); nghien cim ve gia trj gia tang tren thiet bi di ddng lai Ddi Loan ciia (Kuo &
cdng su, 2009) hay (Shang & Wu, 2017) cung khIng djnh mdi tuang quan cua nhdn thirc gia Ui va sy hai ldng trong nghien cim ve mua sam di ddng. Do dd, cdc gid thuyet sau day dugc de xudt:
H6: Nhgn thuc gid tri co tdc dgng duang den sir hdi long cua ngu&i tiiu dung khi .su dgng vi diin tu.
H7: Nhgn thuc him ich co tdc dgng duang den sir hdi long cua ngu&i tiiu dung khi .su dung vi dien tu.
Trong so cae nghien cim ve sy hai Idng Uong nganh cdng nghe thdng tin. Bhattacherjee (2001) khang dinh sy hai ldng la mdt yeu td quyet djnh
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Hinh 1: M3 hinh nghiin ciru de xuat
chinh trong y dinh su dung lai. Zhou (2013) dinh nghTa sy hai long la ldm tat ve tinh cdm, cam xiic ciia ngudi Heu dimg dugc phai trien Irong qua trinh tuong tac vdi nha cung cap. Miic do hai Idng cao se lam gidm nhan thiic lgi ich cda hanh vi thay ddi, do do thuc day y dinh tiep tuc cao. Vi vay, trong nghien ciru nay, sy hdi long dugc dinh nghTa la ldng nhan thirc eua ngudi lieu diing sau khi sir dung vi dien tir.
Do dd, gia thuyet sau day dugc de xult:
H8: Su hdi long co tdc dgng duang den y dinh tiip tuc sir dung vi dien tir.
4. Phuong phap nghien cuu 4.1. Thiet ke nghien ciru chung
Nghien ciiu dugc Ihyc hien Ihdng qua hai budc bao gdm: nghien cim so bg va nghien cim chinh thirc.
Nghien cim sa bp dugc tbyc hien theo phuang phap djnh tinh vd dinh lugng. (1) Nghien ciiu djnh linh: nham muc dich dilu chinh, bd sung hay cat gidm cdc bien quan sdt, sir dung phucmg phap phdng van tryc tiep vdi cdc chuyen gia trong ITnh vyc ve thuong mai dien tir. (2) Nghien ciru dinh lugng so bd: bang khdo sdt sau khi dugc dilu chinh thdng qua phdng van duge sir dyng d budc nay, muc dich nham danh gid sa bd thang do vdi kich thudc mau la n = 143, Kel qua cho thay khdng cd bd sung hay cat giam cdc bien quan sdt so vdi cac thang do gdc, chi dieu chinh lu: ngd cho phit hgp vdi ngii' canh nghien ciru.
Nghien euu chinh thirc dugc Ihyc hien bang phuang phap djnh lugng. Sir dung bang khao sat da
dugc dieu chinh sau budc nghien ciru sa bd, 4.2. Thang do ludng vdphdt trien bdng hoi Md hinh nghien ctiu gdm 8 khai niem. Thang do ludng cho cac cau true khai niem nay da dugc ke thira bdi nhiing nghien eiru trudc day, Cdc muc hdi dugc do ludng tren thang do Likert 5 diem vdi: 1:
Hodn loan khdng ddng y, 3: Trung lap va 5: Hoan loan ddng y. Cu the hon, 4 loai nhan thiic rui ro gdm nii ro lai chinh, nii ro rieng tu, riii ro hieu qua, nii ro thai gian mdi loai dugc do lucmg bdi 4 myc hdi ke thira tir Feathennan & Pavlou (2003); Lien quan den nhan thtic gia tri, nhan thirc huu ich va su hai ldng dugc do luong bang 4, 6 va 3 muc hdi ke thira tir nghien cuu cua Sirdeshmukh & cgng sy (2002), Davis & cgng su (1989) va Bhattacherjee (2001).
Cudi ciing, Y dinh tiep tuc sir dung dugc do ludng bang ba muc hdi ke thira lir Bhattacherjee (2001).
Cac muc do lu'dng dugc md la chi tiet trong bang 2.
4.3. Mdu vd thu thgp du lieu
Ddi tugng thu thap mdu la nhirng ngudi tieu diing da hodc dang sir dung vi dien lir tren dia ban thanh phd Hd Chi Minh, thu thap mau theo phuang phap thuan lien vdi hinh thirc bang khao sal bang phdt phieu khao sdt true tiep va online. Sau khi loai bd cac phieu tra ldi khdng hgp le cdn lai 670 phieu hgp le dua vao phan Hch dinh lugng (chi tiet tai Bang 1),
5. Ket qua va thao luan 5.1. Ket qud nghien cim
5.1.1. Kiim dinh thang do: do tin cdv vd do gid tn Ket qud kiem dinh thang do cho thay cac thang do dGi\ dat do nhat quan ndi tai (Cronbach's Alpha deu
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Bang 1: Dac dilm miu quan sdt Dac diem mlu
Do tuoi
Gidi tinh Tinh trang
hon nhan
Nghi nghif p
Thu nhSp
So tien thanh toan hang thang bang
VDT
Trinh dp hpc van
Tir 15 den 18 Tir 19 den 25 Tir 26 den 35 Tir 36 den 45 Tren 46 Nii Nam Ddc than Da ket hdn Hgc sinh/ Sinh vien Can bd, Nhan vien van phdng Kinh doanh ty do Dudi 5 trieu Tir 5 den dudi 10 trieu Tu 10 den dudi 15 tneu Tir 15 den dudi 20 trieu Tren 20 trieu Dudi 500,000 Tir 500,000 den 1 tneu Tir 1 trieu den 2 trieu Tren 2 trieu Trung hpc phd thdng Cao dang / Dai boc Sau Dai hgc
Tan s6 (n=670) 6 424 215 23
2 329 341 428 242 252 254 164 218 111 130 113 98 236 159 124 151 6 553 111
Tan suat 0,9%
63,3%
32,1%
3,4%
0,3%
49,1%
50,9%
63,9%
36,1%
37,6%
37,9%
24,5%
32,5%
16,6%
19,4%
16,9%
14,6%
35,2%
23,7%
18,5%
22,6%
0,9%
82,5%
16.6%
Ngudn: so liiu khdo sdt tic tdc gid.
ldn han 0,7 va dp tin cay tdng hgp cua thang do deu ldn Hon 0,7). Ddng thdi, cdc he sd tai nhan td deu ldn Hon 0,6 va phuong sai trich deu ldn hon 0,5. Do do, cdc thang do de xudt dat dugc gid tri hdi ly the hien trong Bang 2.
Ket qua phan tich cho thay gia tri can bac 2 nhd nhit cua AVE (0,789) ldn ban gia tri Idn nhat ciia tucmg quan giiia cac cap khai niem (0,722). Do do, cau tnic khai niem dat dg gid trj phdn biet (Bdng 3).
5.1.2. Kiim djnh mo hinh nghiin cim vd gid thuyet K I I qud SEM cho thay md hinh nghien ciiu ndy dat dugc dg tucmg thich vdi dur Heu thi trudng: x2 [446]
= 1123,639 (p = 0,000); GFI = 0,901; TLI=0,956;
CFI=0,961 va RMSEA = 0,048.
Ket qua phdn tich SEM da khang dinh cac gia thuyet trong md hinh Iy thuyet deu cd y nghTa thdng ke vi cd gid tri P<0,05.
5.2. Thdo lugn kit qud nghien ciru Theo cdc nghien ciiu trudc day sy hai Idng ciia ngudi tieu diing thudng xuyen xuat hipn trong kit qua nghien ciiu ve y djnh tiep tyc sii dyng dich vy.
dieu nay khang djnh sy hai Idng la nhdn td dy bdo ve y dinh tilp tyc sir dyng vi dien ni (p=0.341. p<0.05).
Sy hai ldng the hi?n thdi dg vd sy danh gid tdng thi
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Bang 2: Thang do, dp tin cay va dp gia tri
Bien quan s^t Tirffng quan
bi^o - tong Rui ro t^i chinh FR: Cronbach's Alpha - 0,909; CR = 0,910; AVE = 0,716 Vi dien tu se lam Ip thong tin tai khoan v^ mat khau the tin dung
Se xay ra 16] tinh phi khong hgp ly
Toi se bl ton that ve tai chinh nlu thao tac khong can than Sir dung vi di?n tu gay ra nii ro ve tai chinh
Riii ro rieng tir PR: Cronbach's Alpha = 0,916; CR = 0,917;
Thong tin rieng tu c6 the bi sii dung sai, chia se khong phCi hap hoac bi ban Thong tin tai khoan ca nhan ciia toi co the bi ch^n hoac truy cap Thong tin thanh toan ciia toi c6 thS bi thu thap, theo doi va phan tich Quyen rieng tu ciia toi co the bi Ig hoac truy cap
Riii ro hieu qua PfR: Cronbach's Alpha = 0,883; CR ^ 0,884;
H? thong thanh toan co the kliflng 6n dmh hoEic bj chan H? thong hoat dgng khong nhir mong dgi Mirc do hieu qua co the thdp hon so voi thiet k l
Hi?u qua ciia dich vu thanh toan co the khong dung so v6i miic do quang cao Riii ro thffi gian TR: Cronbach's Alpha = 0,903; CR = 0,904;
Mat thoi gian do sir khong on dinh va toe do thap Mat qua nhieu thai gian dl hoc each sii dung vi dien tCr Can nhieu thoi gian de sira 161 thanh toan ngoai myen Lang phi thai gian kin sit dung vi dien tir
Nhan thiJc gia tri PV: Cronbach's Alpha = 0,937; CR = 0,938 So voi chi phi, riii ro va lgi ich, toi nghi vi di?n tir co gia tn sii dung Mac dil ton thai gian, cong siic va chi phi, nhung toi van thay VDT dang sir dung Co nhieu loi ich han la bat lai khi sir dung vi dien tii
Nhin chung, Sir diing vi di§n tir mang lai gia trj
Nhan thirc hiru ich PU: Cronbach's Alpha = 0,917; CR = 0,914 Cho phep toi hoan thanh lhanh loan nhanh hon
Giiip nang cao hieu qua lhanh toan Giiip thye hi^n thanh toan de dang hon Giiip cai thi?n hien qua lhanh loan (nhanh. thuan tien) Ghip toi tiet kiem ihoi gian va cong siic irong thanh loan Vi di?n tit hiru ich trong thirc hien thanh toan
0,767 0,779 0,814 0.821 AVE = 0,735 0,784 0,785 0,821 0,847 AVE = 0,656
0,697 0.757 0.743 0.784 AVE = 0,703 0,783 0,805 0,734 0,815 AVE = 0,790
0,864 0,827 0.850 0,866
; W E = 0,639 0,782 0,759 0,747 0,738 0,794 0,767 Sir hai long SU: Cronbach's Alpha = 0.«9; CR = 0,895; AVE = 0,740 Hai long sau khi sir dung
Vui ve sau khi sir dung Thoa man sau khi sir dyng
0,741 0,847 0,782
\ djnh ti^p tuc su dung CI: Cronbach's Alpha = 0,805; CR = 0,827; AVE = 0,662 Toi CO y dmh liep tuc sir dung vi dien tir
Toi se tilp tuc sir d^ng vi dicn tu hon la sir dung cac phircmg lien thanh loan khac {thanh toan tmyen thong)
Toi se ngirng sir dyng vi dien lir
0,758
0.567 H^ so
tai
0.764 0,754 0,749 0,864
0,728 0,786 0,867 0,893
0,697 0,834 0,730 0,821
0,809 0,820 0,664 0,825
0,924 0,854 0,805 0,790
0,819 0.848 0,648 0,649 0,796 0.803
0,826 0.957 0.753
0,930
0,624
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Bien CI SU TR PV FR PfR PR PU
CI 0,789*
0,197 -0,173 0,116 -0,127 -0,102 -0,075 0,059
Bang 3: Tiromg quan giira cic c9u triic kha SU TR PV
0,860*
-0,423 0,838*
0,404 -0,722 0,799*
-0,354 0,643 -0,620 -0,284 0,559 -0,531 -0,349 0,653 -0,671 0,295 -0,510 0,506
FR
0,846*
0,456 0,620 -0,424
nifm PfR
0,810*
0,527 -0,370
PR
0,857*
-0,456 PU
0,799*
Ghi chii: *Cdn bdc hai ciia A VE ndm trin duang eheo chinh.
sau khi six dung dich vu. Khi nghien cihi cac yeu to tac dong den y dinh tiep Injc sir dung, nguai tieu dung danh gia cao su hai long co xu huong se tiep tuc su dung. Trong nghien cuu nay, khi dira cac khia canh cua nhan thuc nii ro vao mo hinh, tac dong cua su hai long den y dinh tiep tuc sir dung bi giam so voi cac nghien ciiu truac day ciia Turel & Serenko (2006), K.UO & cgng sir (2009) va gan day nhat ciia Zhou (2013), Li & Liu (2014).
Nhan thiic gia trj va nhan thirc hixu ich co tac dpng duong den sir hai long khi stir dung vi dien tir.
Ket qua cho thay nhan thiic hiiu ich c6 tac dpng lan
hem den su hai long so vai nhan thiic gia tri. Dong thoi su nhan thiic hiiu ich la mot yen to dir bao ciia nhan thirc gia tri.
Nhan thirc riii ro da co tac dpng am den nhan thirc gia tri, nhan thiic hiru ich cua vi di?n tir, Cac khia canh trong nhan thirc nii ro deu co tac dpng khong tot den viec cam nhan gia tri va tinh hihi dung ciia \ i dien tir. Thong qua cac nhan to ve cam nhan gia tri, cam nhan tinh hiiu ich va sir hai long ciia nguai tieu dung, nhan thiic rui ro cung mpt phan anh huang gian tiep den y dmh ti6p tuc sir dung ciia nguoi tieu dung.
Bang 4: H e s6 h6J quy (chira chuan hoa) cua cac m o i q u a n he t r o n g mo h i n h M6i quan he giira
khai nifm PU <— PR PU <— PfR PU •:— FR PU ^— TR PV ^— PR PV <— PfR PV -i— FR PV ^— TR PV <— PU SU <— PV SU ^— PU Cl <— SU
iTdc lugng chuan hoa -0,128 -0,195 -0,193 -0,208 -0,159 -0,161 -0,181 -0,150 0.474 0,171 0,453 0,341
Gii trj P
***
***
...
***
***
0,007
***
* * •
***
* * •
***
***
Kiem djnh gia thuyet
Chap nhdn Hlb, H2b, H3b, H4b
Chdp nhgn Hla, H2a, H3a, H4a
Chap nhgn H5 Chdp nhgn H6 Chdp nhgn H7 Chdp nhgn H8
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6. Ket Iu3n va ham y quan trj 6.1. Kit lugn
Muc dich cua nghien cuu nay ia kham pha cac khia canh ciia nhan thiJc riii ro tac dpng d^n y dinh tiep tuc sir dung vi dien hi ciia nguoi tieu diing, do luang miic dp tac dpng cua cac khia canh trong nhan thiic nii ro den y dinh ti8p tuc su dung vi dien tir, gai y mpt so ham y quan tri nham giam thigu nii ro va gia tang y dinh tiep tuc su dung ciia nguoi tieu dimg.
Dua tren ca so ly thuyet ciing nhu cac nghien ciju truoc day, tac gia da dua ra mo hinh nghien cuu va 12 gia thuyet nghien ciiu. K8t qua nghien ciru dinh luong cho thay, tat ca cac gia thuyet ma tac gia dua ra deu thoa man di6u kien va dupc chap nhan. Mo hinh de xuat phii hpp voi dii lieu thi truong.
6.2. Hdm y qudn tri
TCr phan tich thuc trang phat triin thuong mai dien tii o Viet Nam noi chung va vi dien noi rieng, ciing nhu ket qua nghien cuu, de nang cao y dinh tiep tuc sir dung vi dien tu cua nguoi tieu diing, mpt so ham y quan tri dupc de xuat nhu sau:
Mpt la, tiep tuc cai thien cac khia canh riii ro nham giam thieu cac nhan thirc rui ro ciia nguai tieu diing khi sii dung vi dien tii:
Giam thieu nii ro tai chinh: nha cung cap dich vu vi di?n tu can chi dinli chinh sach tinh phi ro rang va de hieu cho nguai tieu diing, tranh nhung giai thich mo ho. Viec gioi thieu ve cac qui djnh tai chinh phai dua tren sir hieu biet cua phan Ion nguoi tieu diing.
Thong tin giao dich phai dupc bao cao cho nguoi tieu diing thuong xuyen va chi tiet.
Giam thieu rin ro rieng tu': co nhiing van ban phap qui qui dinh ve thong tin ca nhan ciing nhu quyen rieng tu ciia ngudi tieu diing khi thanh toan dicn tii
noi. Hpp tac voi cac cong ty dam bao an ninh bao mat mang, de phong chong tpi pham cong nghe, dam bao sir rieng tu ciia nguoi tieu diing.
Giam thieu nil ro hieu qua: he thong dich vu ciia vi dien tir phai dupc thiet kS tot d6 quy trinh thanh toan don gian va de thuc hien. Man hinh thanh toan phai dl hieu va dieu hucmg. So luong cac buoc lien quan den quy trinh phai duac giam thieu de giam dp phiic tap va phan hoi day dii cho nguoi tieu diing ve cac thao tac, tinh trang giao dich de tranh mpi nhSm lin.
Giam thieu nii ro thai gian: don gian hoa cac qui trinh thanh toan khi sii dung vi dien hi va huang din sir dung cu the de nguoi tieu diing da mat nhiau thai gian khi sir dung lan dau. Cai thien thoi gian thanh toan va thoi gian khac phuc 16i thanh toan, co bp phan cham soc khach hang san sang tu van, huong dan khi xay ra loi.
Hai la, tang nhan thirc gia tri va nhgn thirc hiru ich cua nguoi tieu diing khi sir dung vi dien tu. Thudng xuyen khao sat y kien nguiri diing ve tinh nang, cac nii ro trong kJii su dung, nhung bat lpi va gia tri ma vi dien tu mang lai, qua do c6 nhiing chinh sach va bien phap cai thien giup dap iing nhu cau nguoi tieu diing cao hon. Tang cuong va doi moi cac hoat dpng khuyen mai, quang cao de thu hiit ngudi tieu diing trai nghiem va quan tam.
Ba la, tang su hai long sau khi sir dung vi dien tii de thanh toan. Sir hai long la yeu to chia khoa de cac cong ty CO the ton tai va phat trien. Trong cupc each mang cong nghe thong tin, nguoi tieu diing ngay cang biet nhieu thong tin va trd nen "doi hoi" dupc ho tea nhieu hon. Moi nha cung cap vi dien tir phai lam cho ngudi tieu diing cang hai Idng hon vdi dich vu ma minh cung cap.
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