Y djnh chuyen doi mua tu" offline sang online B2C tich hop thai do va thoi quen tren khung PPM cho nhom hang dien tu' tieu dung
PHANDOY HCIMG*
NGOYEN THI THANH o A n "
D 6 HtTU H A I "
PHAM V A N T G A M — ' Tom tit
Tren ca sd cdc nghien ciiu trudc ddy ve thuang mgt dien ru" vd tdm ly lien quan den y dinh hdnh vi ngUdi tieu diing; vd dua tren khung ly thuye't Day - Keo - Neo (Push - Pull - Mooring PPM) vd ly thuyet tdm ly trong marketing ve rui ro nhan thdc, thdi do vd thdi quen cua ngudi tieu dung, nhdm tdc gia xdy dung mo hinh nghien cdu ve y dinh chuyen ddi mua lit offline sang online B2C (chuyen tit mua hang ngogi tuyen sang tnic tuyen) deh hgp thdi do vd thdi quen nhdm hdng dien tH tieu diing.
Tff khoa: chuyen doi, PPM, sU tin cdy, trUc tuyin, y dinh hdnh vi Summary
Based on previous studies on e-commerce and consumer behavior intentions, as well as Push - Pull - Mooring framework and psychological theory in marketing about perceived risks, attitudes and habits of customers, the authors develop a research model on the intention to transfer offline to online B2C (switching from offline to online shopping) integrating attitudes and habits of buying electronics products.
Keywords: switching, PPM, reliability, online, behavior intentions
GIOI THIEU nang anh hffdng kim ham tdi y dinh chuyen ddi mua online hang dien tff lieu dung. Cac big'n tam ly khac ve Theo Nielsen (2017), cac Ioai san y dinh hanh vi cua khaeh hang difcfc de cap tdi trong pham cd gia tri cao, chu ky mua khdng nhieu nghien cffu, nhff: rui ro nhan thffe diroc khi mua thffdng xuyen va ddi hoi sff trai nghiem trffc tuye'n va thai do dd'i vdi chuyen doi la nhffng cd sd (trong dd, tffdng tac vdi cac san pham la khoa hoc vffng chae dg' nhdm tac gia de xua't mdt big'n quan trpng), cac kgnh trffc tuye'n ehffa the mdi trgn cdsd khung PPM-mang tinh cap nhat mdi phai la kgnh mua sam chig'm ffu the' hoan nha't trong nhffng nghien cffu gan day.
to&n. Trong sd' nhffng ngffdi da mua thie't
bi dign tff Ueu dung trffc tuye'n, khoang CO S6 LY THUYET 37% ndi rang, hp thffdng mua loai san
pham nay trffc tuye'n nhieu hon; 32% ndi M6 hinh PPM nghign cffu yi chuyg'n doi rang, hp mua ngoai tuyg'n thffdng xuygn; Tong hdp cua Chang et ai. (2014) gidi diigu ly thuyg't va 31% ndi rang, hp mua trffc tuyen va PPM dffdc xay dffng bdi Lee (1966) vh Moon (1995) ngoai tuye'n vdi tan sd'ngang nhau. va sau do dffdc phat tnen bcfi Bansal et al. (2005). Gia Ben canh nhffng ifu diem, vin cdn dinh cdban cua ly thuyg't nay la nhffng nhan td'tigu cffc nhffng di^m ban che ciaa phffdng thffe tff hien trang gd'c (at the origin) "d^y" con ngffdi ra xa, mua hang trffc tuyg'n anh hffdng de'n y trong khi dd nhffng nhan to' tich cffc hffdng tdi dich (at djnh mua. Tam ly ngifdi tieu diing cdn ton the destination) "keo" con ngirdi tdi. Nhffng nhan to' nay tai nhffng trd ngai. Bie'n thdi quen cd kha khdng boat ddng rieng re, ma cd Hen he vdi nhau qua
"ThS, " T S - Khoa Kinh te va Quan ly, Tradng Dai hpc Dien lu'c
""TS., Vien Cong nghe thong tin, Dai hpc Quoc gia Ha Iioi '"TS., Tru'dng Dai hoc Kinh te Quoc dan
Ngdy nhgn bdi: 29/12/2019; Ngdy phdn bien: 02/01/2020; Ngdy dtiyei ddng: 13/01/2020
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HINH 1: MO HINH LY THOYET PUSH-PULL-MOOR ING (DAY - KEO - NEO) Nhom
BANG: CAC BIEfS THANH PHAN TRONG NHOM "DAY", "KEO" VA "NEO"
T>fly Su" bai (ien Tim Idem thdng tin (onl Trai nghiem lam thay
-.Meo—
Gia online Sir thuan tie
- Chuan chu quan - Chi phi chuyen ddi - Trai nghiem trong qua khiJ -Rfiironhjn thi'mliffir
cac nhdm "neo" - ddng vai trd nhff big'n dieu tig't va hoac khuyg'n khich, hoac ngan can hanh vi chuyen doi cua con ngffdi dd'i vdi hien trang gd'c. Ye'u to' Neo cd the la eac gia tri ve ca nhan, van hda, xa hpi,,
Theo Dekimpe et al. (1997), y dinh chuye'n doi la xac sua't xay ra hanh vi chuyen ddi giao dich cua khaeh hang tff hang cu sang mot hang canh tranh khac.
Tham khao cac tai lieu nghien cffu ve thffdng mai dien tff, cu the qua td'ng hdp cua Ha Ngoc ThSng (2015}, Jung et al. (2017), Sun et al. (2017), Chang et al. (2017), Ghasrodashti (2018),,. cd the xac dmh dffoc cac thanh phan trong tffng phan Push, Pull, Mooring nhff Bang.
Cac big'n tSm ly Rui ro nhdn thdc dugc
Chellappa et al. (2005) cho rSng, rui ro nhan thffe du'dc la sff khdng chSc chan khach hang trai nghiem khi hp khdng the dff doan ke't qua quye't dmh mua hang eua hp. Rui ro trong mua sam tnfc tuyg'n nhu'ky vpng cua ba't ky mat mat hoae hau qua tigu cffc eua mua sdm trffc tuye'n. Bdi vi, internet dffdc md ta nhir mdt kenh toan eau ve ban ao va mua san pham, djch vu; ngu'di ban khdng thg' cam nhan dirdc ve phu'dng dien vat ly va dieu nay tao ra mdt nhan thffe khong ehac chan trong cac giao dicb trirc myen. Do dd, riii ro nhan thffc dffdc la quan trpng trong mua trffc tuyen.
Forsythe va Shi (2003) ehi ra rang, rui ro nhan thffc dffdc cua mua sam trffc tuye'n chu ye'u den tff sff mat mat, ma ngffdi tigu dung du' kie'n se cd trong qua trinh giao dich dign tff.
Thdi dg ^
Theo trich dan trong nghign cffu ve chuyen dd'i eua Nikseresht (2016), thai dd dd'i vdi hanh vi de e^p de'n mffc do, ma mgt ngffdi ed danh gia thu|n ldi, hoac khong thu|n ldi, hoac tham dinh hanh vi trong can nhac (Ajzen 1991). Madahi va Sukati (2014) eung de cap tdi hieu qua cua thai dd cua ngffdi tieu dung dd'i vdi y dinh hanh vi cua ngu'di tigu diing da du'dc danh gia bdi Fishbein va Ajzen (1975). Thai dd dffdc
dat ra de' trd thinh mdt bien dff doan y dinh thffc hien mgt hanh vi {Fishbein va Ajzen, 1975). Ndi chung, thai dp ddi vdi hanh vi trong can nhac eang thu§n ldi, ca nhan cd y dinh thffc hign hanh vi eang manh (Ajzen 1991). ^ ^
Trong bd'i eanh chuyg'n ddi dich vu, thai dd dd'i vdi hanh vi di/dc the hien nhff thai do do'i vdi viec ehuyen dd'i (Bansal va Taylor. 1999; Bansal et al.. 2005). L;y thuye't ve hanh vied ke'hoach eho thay, vai trd cua thai dd chung la quye't dinh cua hanh vi (Bansal va Taylor, 1999).
Thdi quen
Theo Aarts et al. (1998); Verplanken (2006), thdi quen la chudi eua hanh vi hpc dffdc dd da h-d thanh phan^ffng tff ddng vdi nhffng tin hidu cu the, va la cliffc nang de' dat dffdc muc tigu nha't dinh, hoac ket thiic trang. Vdi dinh nghia nay, cd hai dac die'm quan trong eua mot thdi quen: thffc hien Iff dong eua nd, ma khdng can bat ky su' kie'm soat cd y thffc, va sir kich boat bdi mdt gdi y kich thich trong mdi tru'dng. Mpt so' lirong ldn cac nghign cffu v^ tim 1^ hoc xa hgi va cac ITnh vffe khac da danh gia tam quan trpng cua thdi quen thdng qua sff tffdng tac eua nd vdi y dinh va hanh vi, trong mdt loat bd'i canh xa hdi khae nhau (Limayem et al., 2007).
Lai va Wang (2015) da phat tne'n mgt md hinh md rpng PPMH (Push- Pull-Mooring-Habit) nham khao sat anh hirdng dang ke len thai do chuye'n doi dd'i vdi dich vu cham sdc sffc khde dien toan dam may. Sau nay. Sun et al. (2017) diJng md hinh^PPM sff dung de giai thich hanh vi chuyg'n doi cua ngu'di tieu diJng vdi dn nhan tffc thdi trgn dien thoai di ddng (MIM) va ke't qua cho tha'y, quan tinh (inertia) - mpt khai nigm rat gin vdi thdi quen, anh hffdng tigu cffc y dinh ehuyen dd'i.
Chen va Keng (2019) cho rang, rat hffu ich dg xem xet vai trd cua ye'u to' tbdl quen dong vai trd anh hffdng de'n y dinh chuygn dd'i va kg't hdp chung vao md hinh PPM. Khung PPMH md rgng se rat hffu ich trong viec kham phd va giai thieh y dmh chuyg'n dd'i cua ngu'di mua trffc tuygn san pham dien tff.
Lien hg cac bie'n tam ly tich hrfp trong mo hinh PPM
Hdi ro nhdn thdc duac - thai do Theo Primabudi va Saniopa (2017) rui ro nhan thffc difdc anh hirdng trifc tie'p dg'n thai do cua khach hang dd'i
58
vdi eac cffa hang trffc tuye'n. Fastoso et al. (2012) tdp trung vao nhan thffc tong qudt ve riii ro lien quan dg'n mdi trffdng trffc tuye'n, nhu': khdng chae chSn, riii ro, nguy hiem va eo ke't qua tigu cffc.
Nghign cffu cho rSng, dd'i vdi van hoa tranh nii ro eao, chang han nhff trffdng hdp cua Chile, rang md'i quan hg nay se gii? nguyen (would hold) trong bd'i canh My Latinh.
Thdi do - y dinh chuyen ddi Nghien cffu trich dan ciia Nikseresht (2016) cho ring, thai dp dd'i vdi hanh vi CO the dffdc xem la mdt khuynh hffdng hoac cam xuc dd'i vdi dich vu, dffa trgn nhilu thugc tinh san pham dffdc cam nhan. Madahi va Sukad (2014) cho rang, thai dp tich ci/c hdn ciia ngffdi tigu diing doi vdt internet mua, y dinh mua hang toTc tuyg'n cang manh. Dieu dd cd nghia la, thai dp thuan ldi cd kha nang khuyg'n khich ngffdi beu diing chuyen kenh.
Thdi quen - thdi do
Tham khao tdng tidp ciia Tuu (2015) gdiy ve tac ddng dieu tig't cua thdi quen trong md'i quan he cd th^i do - 5* djnb dffa tren thffc tg'la sff tff ddng cua hanh vigiam nhu cau "truy cSp tdi - access"
J' dinh. Dieu nay cd nghTa la nhffng ngffdi cd y dinh dffdc phat trie'n to't (tffc la hg dua trgn y dinh eiia hp vk thai dg Clia hp) se cho tha'y mdt md'i quan he tffdng dd'i manh mg giffa thai dp va y dinh, Ngffdc lai, nhffng ngffdi khdng cd y dinh dffdc phat trien td't cd the' sff dung thoi quen ciia hp lam cd sd cho hp phan ffng. Hdn nffa, ng'u mgt ngffdi cd thoi quen thffc hien mdt hanh vi, dffcfng nhu khdng can phai thffc hien iy luan dffdc gia dinh bdi ly thuye't ve hanh dong ly luan (Aarts et al., 1998) va sffc manh dff doan ciia thai dd ngn dffdc suy giam. Ngffdc lai, khi mgi ngffdi khdng CO thdi quen thffc bidn mdt hanh vi, thai do nen ddng vai trd dff doan y dinh.
Ngoai ra, hau he't eae nghien cffu trffdc day da phat hien ra rang, md'i quan he y dinh - thai dp thffdng ye'u hdn khi hanh vi la thdi quen hdn khi hanh vi khong theo thdi quen.
DE XUAT MO HINH NGHIEN CL/U
Tren cd sd eac nghign cffu cd sff dung PPM d trgn, kg't hdp vdi nhilu nghidn cffu trffdc day vl mua hang trffc tuye'n, nhdm tac gid de xua't md hinh nghign cffu vdi cac big'n va gia thuyg't nhff Hinh 2.
HINH 2: mo HINH NGHIEN CCfU
Nguon, De xuat cua nhom i Gid thuye't v$ cdc nhdn td thugc nhom "day "
Hl''*^': Nhdm "day" tac dgng dffdng tdi y dinh chuye'n ddi mua.
H2^*': Sff bat tien tac ddng difdng tdi nhdm "day "
H3'+': Kha nang tim kie'm thdng tin tac ddng dffdng tdi nhdm "d^y ".
H4''^': Trai nghiem lam thay tae ddng dffdng tdi nhdm "d^'y".
Gid thuyet ve cdc nhdn td'thu^c nhdm "keo "
H5'*': Nhdm "keo" tac dgng dffdng tdi y dinh chuyen ddi mua.
H6'*': Gia mua online tac dgng dffdng tdi nhdm "keo".
H7*"^': Sff thuan tien tac ddng dffdng tdi nhdm "keo".
Gid thuye't ve cdc nhdn tdthu^c nhom "neo "
H8'"': Nhdm "neo" tac ddng am tdi y djnh chuyen ddi mua.
H9'"": Rdi ro nhan thffc dffdc (mua online hang dien iff) tae ddng tdi du'dng nhdm "neo".
HIO'*': Chi phi chuyen ddi tae ddng tdi dffdng nhdm "neo".
HIP"^': Trai nghiem trffdc day (mua onHne hang dien tff) tae dgng dffdng tdi nhdm "neo".
H12'+*: Chuan chu quan tac dpng dffdng tdi nhdm "neo ".
Gid thuyet ve dieu tiet
H13'"': Nhdm "neo" dieu tie't am tdi tac ddng ciia nhdm bid'n "day" tdi y dmh chuyg'n ddi mua.
H14'-': Nhdm "neo" dieu tig't am tdi tac ddng eua nhdm big'n "keo" tdi y dinh chuyg'n ddi mua.
Tich hgp cdc bien rui ro nhgn thiic dugc, thdi dg, vd thdi quen
HI5'-': Rui ro nhan thffc dffdc tac dgng am tdi thai do dd'i vdi y dmh chuyen ddi mua.
H16'"": Thai dg dd'i vdi chuyen ddi mua tac ddng dffdng tdi y dinh chuyg'n ddi mua,
H17'*: Thdi quen dieu tie't am tdi tac ddng cua thai dd dd'i vdi chuygn ddi mua tdi y dinh chuyg'n ddi mua.
HI8'"': Thdi quen tac ddng am tdi y dinh chuyen ddi mua.i^
59
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