i "S^ TAP CHf KHOA HOC SO 2 (25) 2012
NGUYEN NHAN VA KET QUA CUA THAI DQ DOI v e n TRANG WEB BAN LE
^ ^ \ T'^ TS. Nguyin Tlii Mai Trang' Tnrcmg Thj Hong Lam'
TOM TAT
Nghien cuu ndy xem xet mgt so yeu to dnh hudng din xu hirang mua han^ qua mgng tgi Viet Nam, Mo hmh dirac kiem dinh v&i 167 khdch hdng lai TP.HCM. Ket qud nghien ciru cho thdy linh cap nhdt, thong lin sdn phdm, tinh tin cay vd ho tra khdch hang CO dnh hirdng den thai dg doi v&i trang web bdn le vd xu hu&ng mua hdng qua mgng.
Kit qud con cho thdy linh di su dung vd tinh gidi tri khong dnh hirang den thai dp ddi v&i trang web bdn le. Thdi do doi v&i irang web bdn le cd dnh hir&ng den xu hu&ng hanh vi mua hdng qua mgng
Tir khoa: mua hang qua mang; linh tin cay; linh de sir dung; tinh giai iri; hd u g khach hang.
ABSTRACT
This study investigates some key determinants affecting behavioral intention to online purchase. The model was tested by a sample of 167 users of internet in HCM city The results show that currency, product information, trust, customer support significantly impact customers 'attitudes towards a retailing website. In addition, results also show thai ease of use and entertainment do not affect customers 'attitudes towards a retailing website.
Key words: online purchase; tmst; ease of use; entertainment: customer support.
1. GIOI THiEU Nielsen cong bd so lieu ihwig ke vc xu Mua hang qua mang la qua trinh hudng mua sam Irirc tuyen - iren 875 trieu trao ddi thdng lin thuong mai giiia ngudi da mua samtrirc tuyen - quoc gia sau ngudi ban va ngudi mua thdng qua cac daycdsongudisudunginiemetdimuahang phuang lien dien tu ma cu the la mang u\rc luyen cao tren the gidi, dd la; Han qude internet (Elliott & Speck 2005). Vi du, (99%); Anh qu6c (97%): Due (97%). Nhal viec trung bay hinh anh hang hoa. thdng (97%). va My (94%) (^\-ww•.mulli!inguai- tin va hoat ddng cua doanh nghiep nham search.com). Hien nay. Viet Nam xip hang eung cap khach hang nhirng thdng lin 7 d Chau A vh sd ngudi su dung internet can thiel d i giiip khach hang cd thi dua cd din 27.9 trieu ngudi su dung intemel ra quyet djnh hgp ly. Djch vu ban hang iai Viet Nam w^\'w'.intemetv,oHdsiats.com/
qua mang (hay ban hang true tuyin) stats3 .him). Cung theo khao sat ciia Nielsen, giiip doanh nghiep liet kiem dugc chi tren 58% ngudi sir dung inlemet lai Viet phi ban hang va tiep thi, ddng Ihdi Nam cho biii hg da timg hoSc thudng x u y ^ thdng qua internet giup ngudi tieu diing mua hang iren mang. con sd nay cdn cao va doanh nghiep giam dang ke thdi gian han Philippines (45%) va Indonesia (51%) va chl phi giao djch. ^ (vvebhay.vielnamwebsite.nel)
'Khoa Qudn tr, Kinh doanK Tr-Mng Dai hoc Kink ti - Lu&. DH QuSc gia TPHCM.
'Truong Di/t hoe Bach Khoa. DH Qude pa TPHCM
WNHTf 27 Doanh thu ttr thuong mai dien tii trong
nhimg nam gan day da rd rang va cd xu hudng tang deu qua cac nam, 75% doanh nghiep cd ty trgng doanh thu tir thucmg mai dien tii chiim tren 5% tdng doanh thu nam 2008. Theo thdng ke nam 2009 cua Vu Thuang m?i Dien tii - Bg Cdng Thuong, ca nudc cd gan 300 website B2C (doanh nghiep (DN) ban cho ngudi lieu dung), 88 website C2C (ngudi lieu diang tdi trge tiep ngudi tieu diing) va 35 website B2B (DN tdi DN) cd chat lugng tdt (www.wto.nciec.gov.vn).
Mgt sd trang web chuyen kinh doanh true tuyen tieu bieu nhu: chodientu.vn, ebay.vn, wwwihegioiks-coin, www.giarenioing^".ccm, www.thegioididong.com... Vdi su phat uien nhanh chdng ciia cac trang thucmg mai di?n tli nay d3 cho thay nhu cau mua sam true tuyen ngay eang trd nen sdi dgng hon bao gid het. Theo mdt thdng ke gan day, long gia Iri thanh toan thuang mai di?n tu lai thj trudng Viet Nam 2009 khoang 2,4 trieu USD v^ du kiin din 2015 sfi tSng len khoang 600 trieu USD tuc (a gin 300 lin, De nim bat ca hgi ciia kinh doanh true luyen. nhieu doanh nghiep ban le hang qua mang d3 thiit l^ip website nhim tao su thu3n lgi cho viec trao ddi hang hoa giup khach hang cd the lira chgn va tra lien true liep cho san pham minh mudn mua ma khdng phai den t$n ncri ban hang. M|c du.
dugc xem la c6 khdi sic. nhung phuong thirc mua ban qua mang d Viet Nam hien
nay van cdn rat nhieu bat cap. Ngudi lieu dung Viet Nam van chua cd thdi quen mua sam hang tren mang. Nhieu khach hang cho ring, nhin thay hang tan mat, chgn lua tan tay vin yen tam hon la chi giao dich qua mang. Ngudi tieu diing khdng dugc thu trudc san pham, khdng dugc thucmg iugng ve gia va viec thanh toan khong de dang l^i cang can trd viec mua sam qua mang (webhay.vietnamwebsite.nei). Do dd, nha kinh doanh true tuyen can am hieu thai do va xu hudng mua hang qua mang eiia khach hang di thiet ke ehien luge ban hang phu hgp vai thi hieu ciia thi tnrdng muc tieu (Vijayasarathy and Jones. 2000).
Vi v^y, mye tieu ciia nghien cdu nay la xem xet mgt sd yeu td chinh va mirc dg anh hudng cua chiing den xu h u d n g mua hang true tuyen cua khach hang t^i TP.Ho Chi Minh. Phan tiep theo cua bai v i ^ nay bao gdm: (1) co sd ly thuyet va md hinh nghien cuu, (2) phuang phap nghien cuu, (3) ham y cho nha quan tri. ciing nhu han ciie va hudng nghiSn cuu tiip theo.
2. C O SCf L V T H U ^ T T VA M O HiNH NGHIEN ClTU
Trong md hinh nghien cuu (Hinh 1) dudi day, tinh de su dyng, thdng tin san pham. tinh giai tri, tinh tin c^y. ho trg khach hang, va tfnh cap nhat dugc xem la cac yeu td anh hudng den thai do ddi vdi trang web ban le. Md hinh cung xem xet mdi quan h | giua thai dg ddi vdi trang web ban le va xu hucmg mua hang qua mang.
Hinh 1: Mo hinh nghien cun
26 "AP CHf KHOA HQC SO 2 (25) 2012 2.1. Thai do cua ngydi tieu dimg
doi Vffi trang web ban le va xa hirdng mua hang trtrc tuyen.
Theo tliuyit hanh ddng hc^ ly (TRA).
hanh dgng cua con ngudi la kel qua cua qua trinh -suy nght dua vao l\ tri. Fishbein vk Ajzai (1975) dinh nghTa cac thuat ngu niiu sau: (1) thai do ciia mdt ca nhan la khi hg cam tha\' iich cue ha>' tieu cue ve viec thgc hicn hanh vi muc tieu: (2) chuan chu quan la su cam nhan ciia mdi ngudi vc nhirng ngudi quan trgng cd anh hudng dtrn hg va lac dgng den vi?c hg mn hay khdng nen thyc hi^n hanli vi dang dugc de cap (trich Venkatesh
& ctg 2003). Nghien ciru nay chi su dung khai n i ^ thai do cua ca nhan ddi vdi trang web ban le. Fishbein & Ajzen (1975) cho rang khai niem "thai do" cd the do ludng dc du doan xu huong thuc hicn hanh \ i \ a xu hudng nay la yeu td quyet dinh true liep den hanh vi. Davis (1989) da dieu chinh phu hgp kiiai niem nay Irong bAi canh chap nhan ciia ca nhan ve mdt cdng nghe mdi. Thuyet hanh dgng hgp ly (TRA) va md hinh chap nhan cdng nghe (TAM) da nghien cuu va cho rang thai do CO anh huong dang ke den xu hutVng hanh vi trong \'icc sir dung cdng nghe.
Chi irong mot thai gian ngan. khi thuang mai dien lu ngay eang phat Irien va d6 dang han. ngudi ticu dimg su dung dich vy mua hang iruc tuyen ngay cang nhieu han. khi dd \ c u cau ciia hg vc cac trang web ban le cung ngay cang cao hon. Hon 2/3 ngudi mua hang qua mang ndi rang hg sc khdng mua hang d nhitng irang web c6 thiit ki kem (Gcncx 2003). D i cai thien tinh hinh do. cac nha ban lc qua mang phai dua ra dugc nhung thugc linh quan trgng cua trang web cd anh hudng din ngudi tieu dimg mua hang qua mang. Vi vay:
H 1 : Cd moi quan he duonggiCea thai do va xu hu&ng mua hdng qua mang.
2.2. Tinh de SIT dung (Ease of use) Tinh de su dung la "muc do ma mdt ngudi lin rang su dung mgt he thdng dac
biet nao dd se khdng can nd luc \ c the chat va tinh thin.*" (Davis. 1989. 320). Chung la k\ vgng rang mgt sang kien ma de su dung se khuyen khich cac ca nhan cd thai do lich cue ve cong nghe nay va cd xu hudng sir dung nd. Tinh dc s u dung giup cho ngudi mua hang tim kiem thdng tin san pham va mua hang nhanh hon. giam Ihdi gian. chi phf lim kiem thdng lin san pham. Do dd, mua hang nhanh han va Ihiic day thai do tich cue cua khach hang ddi
\'di cac irang web ban le. Cac nghien cuu U-udc day ciing khSng dinh tinli dc su dung cung lam lang xu hudng mua hang (Lynch
& c l g 2 0 0 l ) . D o d d :
H2: Co moi quan hi duong giiia tinh de .nr dmg vd thai do ddi v&i frang web bdn le.
2.3. Thong tin san pham (Product information)
Thdng lin san pham la bao gdm tdng gia Iri, sir chinh xac, va thdng tin vc san pham va dich vy cung cap d trang web.
Khi mua hSng true luyen do ngudi tieu dimg khong the kiem tra san pham, hg chi phu thugc vao thdng tin dc nhiin biet, so sanh va lua chgn san pham. Thdng tin true tuyen bao g6m cac trang viit gidi thieu san pham. cac bang bieu. hinh anh, am thanh.
video. Thdng tin san pham tdt s6 giiip cho ngudi mua hang true tu\cn dua ra nhirng quyet dinh mua hang diing dan, giup cho hg cam thay lu tin him ve quyet dinh cua minh. lam Uing su thda man cho ngudi mua hang true tuyen. Mdt sd nghien cim trudc cho ihSy rang, ihdng tin san pham cung lam tang thai do ciia ngudi tieu ditng hudng din mua hang true tuyin (Vijayasarathy &
Junes 2000), lani lang hieu qua ciia mua hang tryc tuyin (Kwak & ctg 2002). vS su Ihda man vdi dich vu mua hang true tuy en (Szymanski & Hise 2000). Do do:
H 3 : Co moi quan he duong giira thong ttn .sdn phdm vd thdi dg ddi v&i cdc trang web hdn le.
29 2.4. Tinh giai tri (Entertainment)
Tinh giai tri la nhirng gi lien quan den cac yeu lb cua trang web de ihiic day su thich thii ciia ngudi lieu dimg khi sii dung trang web. Doanh nghiep chii y thiet ke trang web can nhieu mau sac, hinh anh, am nhac hay thiic day kha n§ng tudng tugng hoac sy Iy ky nhu cac tro chai, cau dd. trd choi ao. NhO'ng hinh thirc giai tri nay giup ngudi vao trang web ban le de mua sSm cd the giai tri va lam mirc dd thich thu cua hg khi sir dung trang web. Cac nghien cuu trudc da kel lusin rang giai tri khdng nhiing lam tang thai do ciia ngudi lieu dunghudng den cac trang web ban le (Jai^'enpaa &
Todd 1997; Vijayasarathy and Jones 2000) ma cdn lam tSng xu hudng sir dung mua hang tryc tuyen (Lynch & ctg 2001), tang tan sd mua hang tryc luyin (Korgaonkar &
Wolin 1999). Vi vay:
H4: Co moi quan hi duang giira linh gidi tri vd thdi dg doi v&i trang web bdn le.
2.5, Tinh tin cay (trust) Tinh tin cay dugc cho \h yeu td quan trgng trong cac giao dich tai chinh. Nhieu ngudi mua hang tr\rc luyen e sg rang dir lieu ca nhan ciia minh se bi lam dung. Han niia.
mua h^ng tryc tuyen ciing chda dyng nhieu nii ro. ngudi mua hang khdng the kiem tra dugc chat lugng san pham hay ciing khdng giam sat dugc sy an toan va dam bao cac thdng lin ca nhan va thdng tin tai chinh khi mua hang tryc luyen (Lee &Turban. 2001).
Vi vay. tinh tin cay cd anh hudng rat quan trgng trong mdi quan he giifa thai dd cua ngudi lieu diing hudng den mua hang true tuyen va xu hudng mua hang true luyen.
Zeithaml & ctg (2002) cho rang tinh tin c$y la ihudc do quan trgng ddi vdi cac dich vy ban lc hang qua mang. Tinh tin cay cung lam tang xu hudng sir dyng dich vu mua hang qua mang (Vijayasarathy & Jones.
2000). chai lugng dich vu tnrc luyen (Yang
& Yun. 2002), va sy thda man ciia ngudi tieu diing mua hang true tuyen (Szymanski
& Hise. 2000). Dodd:
HS: Cd moi quan he dircrng giira tinh tin cdy vd thdi do doi vai irang web bdn le.
2.6. Ho t r g khach hang (Customer support)
Ho trg khach hang la phan bo sung ciia tinh de sii dung. Ho trg trong qua trinh mua hang nhu: tim kiem, so sanh, lya chgn. d^t hang va theo doi. Hd trg cho khach hang phai dugc thyc hien khi qua trinh mua hang true tuyen gap khd khan, true trac. Ciing tuong ty nhu khi di mua hang d cac cua hang, ngudi mua cung can CO sy giiip dd lir ngudi ban (hay lir nhung ngudi mua khae) khi cd van de gi can trd qua trinh mua hang ciia hg. Nghien cuu de nghi rang khach hang mua hang true tuyen cung duoc hd trg vdi quy luat tuong ty dd.
Ho trg khach hang kip thdi se giup cho qua trinh gian doan mua hang true Uiyen dien ra sudng se han. Theo Zeithaml & ctg (2002) sir dung dich vu ho trg khach hang dugc dinh nghia tuang ty nhu "dich vy phuc hoi". Hd trg khach hang tot khdng nhirng lam tang thai do cua ngudi tieu diing ddi vdi dich vu mua hang qua mang ma cdn Iam giam bdt sy that vgng va sy bat lgi cho khach hang. Nghien cuu cua Srinivasan &
ctg (2002) da thay rang hd trg khach hang anh hudng den Idng trung thanh ciia khach hang Uirc tuyen. Jarvenpaa va Todd (1997) bao cao rang h6 trg khach hang cd anh hudng den xu hudng mua hang iryc luyen.
Dodd:
H6: Co mdi quan hi duong giira ho trg khach hdng vd thai do doi v&i trang weh bdn le
2.1. Tinh cap nhat (Currency) Tinh cpp nhal ngu y la sy chinh xac va tinh mdi ciia thdng lin cung cap. Ndi each khac. mgi dieu tren trang web can dugc cap nhat thudng xuyen. khi nhin vao mgt trang web ma mgi thu dieu dugc cap nhal thi nd dugc gia djnh rang viec dat hang se diing nhu mong mudn. Day la dieu kien lien quyet cho tinh lin c^y ddi vdi trang web (Chen va Dhillon 2003).
30 TAP CHf KHOA HOC S 6 2 (25) 2012
Tinh cap nhat khdng chi la su cap nhat ve du lieu, ma nd bao gdm nhiing tin tuc, ihdng tin ve khuyen mai hap dan va Ihdng bao ve-nhiing sy kien s5p tdi, bit cd dieu gi lam mdi ngi dung cua traig web. Ngi dung ciia trang web la sy khang dinh tinh cgp nhal thudng xuyen de ciing co them ldng tin ciia khach h^ng ddi vdi djch vu ban le qua mang. Fogg & ctg (2001) bao cao rang tinh cap nhat lam tang tinh tin cay ciia trang web. Vi vay:
H7: Co moi quan he duang giQa tinh cap nhgt vd thai do doi v&i trang web bdn le.
3. PHl/ONG PHAP N G H I £ N ClTU 3.1. Thang do
Tai ca cac thang do cae khai niem nghien ciru (6 bien dgc lap, 1 bien trung gian. va 1 bien phy thugc). Bien phy thugc la xu hudng hanh vi dugc do ludng b^ng hai bien quan sat (Venkatesh
& ctg 2003). Bien trung gian la thai do ddi vdi website do ludng bang 3 bien quan sat va 6 bien ddc lap. do la: (1) tinh de sir dung, dugc do ludng bang 3 bien quan sal; (2) thdng tin san pham dugc do ludng bang 3 bien quan sat: (3) linh giai tri dugc do ludng bang 4 bien quan sat; (4) tinh tin cay dugc do ludng bang 4 bien quan sat; (5) ho trg khach hang dugc do ludng bang 2 bien quan sat; (6) tinh cap nhal dugc do ludng bang 3 bien quan sat. Tat ca bien quan sat cua bien Irung gian va bien ddc l?ip neu tren da sir dung thang do cua Elliott
& Speck (2005). Tat c^ thang do diu la .thang do da bien, dang Likert, nam diem tir I (hoan loan khdng ddng y) din 5 (hoan loan ddng y).
3.2. Mau nghiea ciru
Nghifin cuu nay su dyng kJ thu|t phdng vin bang bang cau hdi. Mau dugc chgn theo phucmg phdp thu^n ti?n va ddi tugng nghien cuu chinh la nhung n^di dang su dung internet (il nhit 1 ngay/tuan).
Sau khi da lo^i nhiing bang cau hdi khdng hgp 1? do cd nhiiu d trdng va ngudi tra Idi khdng biit gi vi hoat ddng mua hang tiyc tuyin. Cudi cung, mau nghien cuu cd long cgng 167 bang cSu hdi hgp \t. Trong mau cd 61.1 % nam va 38.9% nir. dg tudi tir 18-30 chiim 87.4%. Thu nhap dudi 5 trieu chiim 30.5%, tir 5-10 tri?u chiem 56.9%, va uen 10 trieu chiem 12.6%. Cd 44 ngudi (26.3%) da su dyng trang web www.123mua.com.vn;
45 ngutri (26.9%) da sir dyng www.Sgiay.
vn; 28 ngudi (16.8%) da su dyng trang www.vinabook.com; 24 ngudi (14.4) da sir dyng trang www.ebay.vn; vit 26 ngudi (15.6%) da su dyng cac trang web khac.
3.3. Ket qu§ nghien ciru Ddnh gia do luang
Cac thang do khai ni?m nghiSn cuii trudc tien dugc danh gia bang dd tin cay Cronbach alpha va tiep tyc duge kiem dinh thdng qua phuang phap phan tich nhan to kham pha EFA (Principal Components vdi phep quay Varimax).
Ket qua cho thay Cronbach alpha ciia cac thang do deu dat yeu c^u (a£ 0.62).
Kit qua EFA cho thay 8 nhan td u-ich dugc 71.57% phuong sai cac bidn quan sat tgi eigen-value la 1.05. Kiem tra he sd tuang quan giiia cac khai niem nghien ctiu ciing cho thay chiing deu nhd hon dom vi. Vi v|y, cac thang do deu dat yeu clu ve gia tri hgi ty va phan biet. (Xem Bang 1) Biing I: Thang do cac khai ni^ni nghien cun
Bien quan sal
Tinh de sir dung. Cronbach a=.62 Trang web nay. . giiip tdi c6 C0 hpi chpn 1 ^
Trung binh 3.64 3.56
Dp lech chuan
.61 .78
Trpng sfi EFA
.75 -
KINH i f 31
Trang web nay co cong cu trgf giiip...
Trang web na>-sir dung ngon ng&dcbieu...
Thong Im san phdm' Cronbach a=. 77
Trang web nay ihe hi|n nhieu hmh anh san pham..
Trang web nay cung c i p d& ii^u lien quan din sp...
Trang web nay mo ta tinh nang san pham rd rang.
Tinh 0ai tri: Cronbach a=.8i
Trang web niy co chira cac doan phim....
Trang web nay dirpc thiet ke vui nhpn & glai tri Trang web nay CO tro choi giai tri hap dan Trang web nay co hinh nen & ... mau sac hap dan Tinh tin cay: Crnnhach a=.86
Toi tin Itrdng. . giao hang dung hen ...
Toi lin tircmg... bao v? th6ng tin ca nhan ciia toi Toi tin tirong... khong ban thong tin ca nhan ...
Toi tin tirong...dam bao an loan khi sir dung the ATI^
Ho tro Ichach hang: Cronbach a=.66
Trang web nay cung cap djch vy ho tn? ky thual..
Djnh d^ng ciia trang web nay..d6i thoai true luyen giiia toi &
cac trinh duyel khdc.
Tinh cap nfial: Cronbach a=.':6
Trang web nay cap n h | l thong tin ve gia tri sp.
Trang web nay qip nhap thong lin ve s p m o i . . . Trang web niy cSp nh^t thong tin khuyen mai...
Tlidi ttp dot vai trang web • Cronlmch a=. 12
Tdi cam thay thoai mai khi Itrol trang web nay Tdi Ihich y tuong mua hang qua cac Irang web ...
Tdi thich su dung internet de mua hang
3.63 3.74 3.57 3.64 3.59 3.47 2.68 2.62 2.68 2.43 3.01 3.03 3.06 3.05 3.05 2.94 3.00 3.08
2.92
3.61 3.51 3.57 3.35 3.47 3.44 3.14
.82 .82 .73 .91 .84 .88 .69 .97 .82 .86 .74 .79 .98 .92 .92 97 .74 .83
.89
.78 85 .87 .72 .80 .86 1.02
.83 .55
.79 .85 .66
79 .85 .87 .65
.67 .85 .88 .78
.78
.85
.76 .78 .77
.71 .69
.67 :
TAP CHi KHOA HQC S 6 2 (25) 2012
Xu huang mua hang: Cronbach a= '6
Toi se mua hang qua trang web na\ Ihdi gian Icri.
Toi CO ke hoach mua hang qua trang web nay ,.
3.26 3.33 3.19
.87
.98 .84
.96 1 .81
Kiem dfnh gia thuyet
Phan lich mo hinh PATH bao gdm hai md hinh hdi qui dugc sii dung de kicm dinh gia thuyel. Bien tdng (tdng cac bien quan sal do ludng cac khai niem nghien ciru) dugc sii dyng trong cac md hinh hoi qui. Kel qua hdi qui ciia hai md hinh trinh bay trong Bang 2.
Kel qua cua md hinh hdi quy 1 (Bang 2) cho thay bdn bien: thdng tin san pham.
linh tin cay. hd trg khach hang, va tinh cap nhat giai thich dugc 24 5% phugng sai thai do ddi vdt websiie. Md hinh hdi quy 2 (Bang 2) cho thay thai do ddi vdi website giai ihich dugc 21% phuong sai ddi vdi xu hudng hanh vi. Ket qua cho thay cd 2 gia thuyet bj bac bd. do la tinh de bu dyng va linh giai tri doi vdi thai do. Hien tugng da cgng tuyen khdng dang ki (VIF<2).
Bang 2: Ket qua hoi quy
Bien phu thupe
Mo hinh 1: thai rfp ^cii yoi trang web ban te
M6 hinh 11.
Aw Inrang mua hang
Bien dpc.l^p
Hang so Tinh de sir dyng Thong tin san pham Tinh giai tri Tinh tin cay Ho In? khach hang Tinh cap nhat
« / hiei/ chinh =^ 2JS: sig F < tlO
Hanu so Thai do
6
0.864 0.117 0.181 -0.124
0.161 0.161 0.219
/
1.3 78 0.561
Sat lech chuan
0.381 0.089 0.079 0.077 t).071 0.072 0.085
0.287 0,084
»
0.099 0 182 -0.12 0 177 0.166 0.208
0.462 Gia tri t
2.27 1 1.315 2.297 -1.622 2.263 2.257 2.569
4.801 : 6.700 j H: hieu chinh - 21. sig F <. (101
W long = 1-(I-R 'j^d-R I) = .408
4. Y NGHIA, KET LUAN VA HU'O'NG NGHIEN CUt' TiftPTHEO
Nghien cihi nay nham muc dich xem xet cac yeu to lac dgng vao thai do dfii voi ttang web ban li; va ihai dp nay ddi voi xu
huong hanh vi mua hang qua m^ng. Ket qua ngiiien cihi cho thay tinh cap nhat (P=0.2O8).
thong tin san phJm 0=0.182). tinh tin cay (3=0177), va h6 trcr khach hang ciia trang web ban lc (P=0.166) la y^u t6 co mik dp
KINHTf anh hudng dang ke den thai do cua khach hing ddi VOT trang web bin id. Theo ket qua cua md hinh hdi qi^ 1 (Bang 2). tinh dl sir dung va tinh giai tri khdng anh hudng den thai dg. Dieu nky cd the giai thich nhu sau:
cd khoang 25% dan sd Viel Nara. tuc la khoang 27.9 Irieu ngudi su dung internet, vdi tdc dg phat t r i ^ khoa hgc cdng nghe thdng tin nhu hi?n itay thi viec sii dung internet Ird nen de dang va phd bien ddi vdi phan ldn ngudi tieu dung Vi^t Nam. Mat khac, theo ket qua thdng ke mlu nghien ciiu cd khoang 82% ddi tucmg nghien cuu d do tudi 24-30. Do ddi tugng nghien cuu t^p Uung vao gidi trd nen vide su dung internet la viec de dang ddi vdi hg. Vi vay, tinh de su dung khdng anh hudng den thdi do ddi vdi trang web bin le. Tinh giai tri ciing dugc tim thay la khdng anh hudng den thai do ddi vdi trang web ban Ie. Dieu nay cd the dugc giai thich la moi quan tam cua ngudi tidu dung khi mua h^ng tryc tuyen dii can su bao mat. an toan khi thanh toan, vd chat lugng san phim, hon la vao trang web bdn Id de xem phim hoSc chai game uyc tuydn. Vi vay, yeu td giai iri chua that sy quan trgng va anh hudng den thai do ciia khdch hang. Hem niia. kdt qua ciia md hinh hdi quy 2 cho thay thai do cd anh hudng den xu hucmg mua hang qua mang cua khdch hang.
Ket qua eiia nghien cuu nay dem lai mgt sd ham S qiian trgng cho doanh nghidp ban le hang qua mang. Trong linh hinh hien nay. khi dich vy mua hang qua mang 191 Viet Nam cdn kha mdi me thi websiie cdn lam mdi trang web ciia minh vdi nhidu san phdm phong phii. da dang vd chiing Ioai. thdng tin ve san pham can dugc cap nhal lien tuc vd hinh anh va tinh ndng ctia san pham. Ngoai ra. doanh nghiep nen dp dung chuang trinh khuyen mai vd uu dai cho khdch hang khi mua hang, day la each thu hiit nhieu khdch hdng sii dung djch vu mua hang qua mang.
Vide thanh loan qua internet van chua tao
dugc sy lin tudng cho khdch hang. Theo khao sdt ciia Vu thuong m^i di?n tu (Bd thuang mai), an ninh m ^ g chua dam bao la mgt trong nhOng yeu td can trd thuang mai didn tii. Do dd, cac bidn phdp bdo mat phai dugc nang cap lien tyc de dam bao tinh loan ven ciia giao dich true tuydn.
nhutig didu khoan bao m^t nen dugc ddng tren cac trang web ban hang cua cdng ty ro rang va de hidu dd tao sy tin nhiem cho khach hang va nang cao ve uy tin vd dich vy ban hang qua mang ciia doanh nghidp.
Ngoai ra, dd giii virng su phdt tridn dn dinh thi cdng ty ban hang qua mang can lien ket vdi cac nha cung cap internet dd cd the dam bao dudng truydn internet dn dinh va tdc do cao. Cdng ty can dam bdo giao hdng diing chat iugng va diing hen de nang cao uy tin dich vy bdn hang qua mang ciia doanh nghidp.
Nghien cuu nay ciing cd nhidu han chd. Mgt la, md hinh nghien cliu chi kiem dinh vdi khach hang tai TP.HCM. Vi vay, can 15p \^\ nhieu tiidnh phd khdc d Vidt Nam nhu Ha ngi. Can Tha, Da nSng,,..
de lang tinh tdng qudt ciia kdt qud. Hai la.
nghien ciru nay chi tap trung vao mdt sd ydu to tdc ddng ddn thai do ddi vdi trang web bdn le va xu hudng hdnh vi. Nghien ciiu tiep theo cdn xem xet yeu td nii ro cdm nhan ctia khach hang mua sam tryc tuydn vi day Id mdt trong nhihig can trd chinh khien khdch hang cdn e ngai va cd thdi do khdng lhi?n chi vdi mua bdn true tuyen.
Hon nua. so sdnh su khdc biet ve xu hudng mua hang ciia ngudi tieu dimg ddi vdi hai Ioai kdnh mua hang khdc nhau (online &
offline stores) ciing la mgt hudng nghidn cihl tuong lai.
TAI LIEU THAM KH.^O 1. Chen, Q., & Wells, W.D. (1999).
Attitude toward the site. Journal of Advertising Research, 40(5). 27-37.
2. Chen. S., & Dhillon. G. (2003).
Interpreting dimensions of consumer
TAP CHI KHOA HCpC SO 2 (25) 2012 UTJSl in e-commerce. Information
Technology and Managemenl, 4(2-3), 303-318.
3. Davis. F.D. (1989), Perceived usefiilness. perceived ease of use, and user acceptance of information technology. MIS Quarterly. 13(3);
319-339.
4. Elliott M.T & Speck, P.S. (2005).
FactOTS that affect attitude toward a retail w^ebsite. Journal ofMcukeiing Theory andPraclice\'^~mla; 13(1): 40-51.
5. Fishbein, M.. & Ajzen. I. (1975).
Belief, attitude, intention, and behavior:An Introduction to theory and research. Addison-Wesley.
Reading, M.A.
6. Fogg, B.J., Marshall, J.. Laraki, 0..
Osipovich, A.. .Varma, C . Fang.
N.. Paul, J.. Ran^ekar, A.. Shon.
J., Swani. R. Treinen, M. (2001).
What makes web sites credible? A report on a large quantitative study.
PersuasiveTeclmology Lab, 61 -68.
7. Jarvenpaa, S.L.. & Todd, P.A.
(1997). Is there a future for retailing on the Internet? In R.A. Peterson (Ed.), Electronic marketing and the consumer (pp. 139-154).
Thousand Oaks. California: SAGE Publications, Inc.
8. Genex (2003). Web Site Design Aflecis Consumer Sales, New Survey from Genex. Published June 13,2003. Retrieved March 2005 from http'/Zwww.shop org/research/
SR07/SR07ExecSumm.asp 9. Korgaonkar, RK.. & Wolin. L.D.
(1999). A multivariate analysis of web usage. Journal of Advertising Research, 39,53-68.
lO.Kwak. H.. Fox. R. J.. & Zinkham.
G. M. (2002). What products can be suecessftiUy promoted and sold via
the internet? Journal of Advertising Research, 42(1), 23-3^.
11.Lee. M.K.O., & Turban. E., (2001).
A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1). 75-91.
12.Lynch, P. D., Kent. R.J., & Srinivasan.
S.S. (2001). The global internet shopper: evidence from shopping tasks in twelve countries. Journal of Advertising Research, 4\{A). 15-23.
13. Srinivasan. S. S.. Anderson. R., &
Ponnavolu, K. (2002). Hedonic and utilitarian motive for online retail shopping behavior.yowma/q/7?e/i3//mg.
77(4), 511-39.
14. Szymanski. D.M.. & Hise, R. T (2000).
E-satisfaction: an initial examination.
Journal of Retailing. 76(2), 309- 322.
15. Vijayasarathy, L. R.. & Jones. J. M.
(2000). Print and inlemet catalog shopping: assessing attitudes and intentions. Internet Research. 10(3)..
191-202.
16.Venkatesh, V., Morris, M.G., Davis,- G.B. and Davis, F.D. (2003), User acceptance'of information technology:
toward a unified view. MIS Quarterly..
27(3): 425-478.
17. Yang, Z., & Yun. M. (2002). Consumer perception of e-service quality: from internet purchaser and non- purchaser perspective. Journal of Business Strategies, 19. 19-41.
18. Zeithaml, V., Parasuraman, A., &
Malhotra, A (2002). Service quality delivery through web sites: a critical review of extant knowledge. Academy of Marketing Science Journal, 30(4), 362-375.
19.www.internetworidstals.com/stals3.
htm, Asian top intemel countries, 3March 2011 cap nhat ngay 28/08/2011.
KiNH TE 35
20.www.mullilingual-search.com/ 21. www.webhay.vietnamwebsile.nel/
world-stalistics-on-the-number- read.php?!!, Mua ban hang qua of-intemet-shoppers/28/01/2008/, mang: khdng de, cap nhat ngay Worid .statistics on the number of 28/08/2011.
intemel shoppers, cap nhal ngay 28/09/2011.