TAP CHi CONG THIf0NG
NGHIEN c t f u CAC YEU TO
ANH HlJCJNG DEN LONG TIN TRl/C TUYEN CUA KHACH HANG VIET NAM:
TRlJOfNG HCfP THlTCfNG MAI XA HQI
• BUI THANH KHOA - TRAN KHANH
TOM TAT:
Bdi vid't nghien cffu cac yeu to tao ra Idng tin trtfc tuye'n cho ngtfdi tidu dung cd y dinh mua hang mua sam trtfc tuye'n stf dung thtfdng mai xa hoi (TMXH). Kd't qud nghien ctfu cung cap stf hieu bid't td't hdn v l cac yd'u td' gdp phan tao nen Idng tin trtfc tuye'n, bao gom: nhan thtfc thu vj, nhdn thtfc hi?u ich, nhan thtfc dd truy cap, nhdn thtfc bdo mat, nhan thtfc ve danh tid'ng ngtfdi ban.
Qua dd, gdi y cho cac cdng ty trtfc tuye'n ndn xem xet cac yd'u td' theo ngff canh nay de xay dtfng long tin trtfc tuyd'n cua ngtfdi tieu dung.
Tif khoa: Ldng tin trtfc tuye'n, thtfdng mai xa hdi, khach hang.
1. Dat va'n de
TMXH dtfdc djnh nghia la bd't ky hoat ddng thtfdng mai nao dtfdc tao dieu kien bdi hodc dtfdc thtfc hien thdng qua cdc cdng cu truyen thdng xd hdi didn rdng vd cdng cu Web 2.0 trong quy irinh mua sam trtfc tuyd'n cua ngtfdi tieu diing hodc ttfdng tac gitfa doanh nghidp vdi KH (Lin vd cdng stf, 2017). Hien tai, TMXH dang nhanh chdng nhdn dtfdc stf chap nhan cua ngtfdi tieu dung d cac ntfdc dang phdt trien bao gdm Vidt Nam. Theo thd'ng ke, ngtfdi dung MXH tai Viet Nam Id 62 tridu ngtfdi {chid'm 64% ddn so), trong dd 74% - 95% - 96%
ngtfdi diing MXH stf dung zalo facebook - youlube, ngtfdi Viet Nam dung MXH 2 gid 32 phiit mdi ngdy (Datarepotal.com, 2019). Do dd, de tao ra ddng Itfc mua sam cho khdch hang (KH) cung nhtf xdy dtfng ldng trung thanh thdng qua cac nen tang trtfc tuye'n. cac doanh nghidp can thtfc hien tuyen ngdn gid tri, cai thidn djch vu KH, tang ctfdng Idng tin, an ninh ciing nhtf xay dtfng thtfdng hidu
qua cac trang mang xa hdi (MXH) (Khoa, 2015).
Bai vie't nay nham xac djnh cac yd'u td' gdp phan vao vide dp dung TMXH de tao thuan ldi cho Idng tin cua ngtfdi dung khi mua hang trtfc tuye'n cua ngtfdi tieu dting Viet Nam.
2. Cd sd ly thuyd't
Ang va cdng stf (2001) da de xud't rdng ba khia canh cua long tin la kha nang cua doanh nghiep trtfc tuyd'n cung ca'p san pham hoac djch vu thtfc hien nhtf da htfa, stf sdn Idng cua ngtfdi bdn trtfc tuye'n de khac phuc nd'u giao dich mua khdng ddp tfng dtfdc stf hai Idng cua KH va stf hidn dien cua chinh sach bao mat hoac tuyen bd ve trang mang.
Theo Kim vd Niehm (2009), nhdn thtfc thu vi khi truy cap mot trang web cd thd' Idm tdng ky vong mua hang trtfc tuyd'n cua ngtfdi mua bang cdch them mdt nen tang mua sam vdi nhieu hinh anh, video, trd chdi hodc trai qua mdt cudc phieu Itfu trong mua sam (Ha va Khoa, 2019)... Ngtfdi tidu dung tha'y minh ngdy cang kd't nd'i va gan bd
198 So 5 - T h d n g 4/2019
KINH DUANH
vdi nhau bang cdch chia se kinh nghidm mua hang va quyen sd htfu, dilu nay rat htfu dung cho ngtfdi mua tiem nang de dtfa ra quyd't dinh mua hang dung ddn do ho cd the' danh gia cac gia tri va rui ro lidn quan dd'n san pham cu the (Ra- mayah vd Ignatius, 2005). Nhdn thtfc de truy cap de cap dd'n mtfc do ma KH tin rdng vide truy cap MXH thdng qua dien thoai di ddng se td'n it cdng stfc. Mot sd' nghidn ctfu cho thd'y rdng, ngtfdi diing nhan thtfc vl vide de stf dung anh htfdng dang ke dd'n dgng Itfc ndi tai cua ho (Hsu va Lu, 2007).
Khi thao luan ve nhdn thtfc bao mat, cd ra't nhieu gid djnh rdng ngtfdi dung khdng mud'n chia se thdng tin cd nhdn vd stf dung giao djch didn ttf de tranh moi hanh vi lam dung thdng tin. Tao niem tin ciia ngtfdi tidu dung ve bao mat, ngtfdi bdn phdi cung cd'p phtfdng phdp bao mdt chi phd'i vide bao vd dtf lieu nhtf xac minh danh tinh va chinh sach bao mat (Ponte vd cdng stf, 2015). Helm vd cdng stf (2015) nghidn ctfu ve vai trd cua cam nhan ve danh tie'ng va stf hai Idng cua KH trong vide dtf dodn hanh vi, ddc biet khi nghidn ctfu ve boat ddng mua sam trtfc tuyd'n thdng qua website hodc MXH.
Md hinh cha'p nhdn cdng nghd dtfa tren bid'n sd' tich ctfc chinh bao gdm tinh htfu dung, mtfc dd dd stf dung (Davis, 1989) va stf thich thu vdi cdng nghd (Van der Heijden, 2004). Thdng tin hffu ich vd de hieu, dd truy cap trdn cac trang MXH ciing nhtf ddc tinh thu vi khi stf dung cdng nghd MXH lam giam thdng tin bd't cdn xtfng, xtf ly hdnh vi thdng lin, nang mtfc dd tin cdy trtfc tuyd'n va anh htfdng tich ctfc de'n y djnh mua hang (Kuo va Feng, 2013). Do dd, ta cd gia thuye't:
HI: Nhan thtfc thii vj cd tac ddng tich ctfc Idng tin trtfc tuyd'n trong TMXH
H2: Nhdn ihtfc htfu dung cd tdc ddng tich ctfc Idng tin trtfc tuyd'n trong TMXH
H3: Nhan thtfc de truy cdp cd tac ddng tich ctfc ldng tin trtfc tuyd'n trong TMXH
Ngtfdi tieu diing cd the tie't Id thdng tin ca nhdn ciia hp cho cdc trang MXH khi do tin cay vd do tin cay dtfdc cdng nhdn; dieu nay sau dd Idm gidm sif lo lang cua ngtfdi tidu diing vd quydn ridng ttf vd bao mat va giiip xdy dtfng nidm tin trtfc tuydn ddi vdi cac trang TMXH (Milne va Culnan, 2004).
Danh tie'ng, quy md cua mot cdng ty cung cd the anh htfdng dd'n niem tin cua khdch hdng, it nha't la
d cdc thj trtfdng khdng chac chan (Koufaris vd Hampton-Sosa, 2004). Ttf do, ta cd gia thuye't:
H4: Nhan thtfc bao mat cd tdc ddng tich ctfc ldng tin trtfc tuye'n trong TMXH.
H5: Nhdn thtfc ve danh tie'ng cd tdc ddng tich ctfc long lin trtfc tuye'n trong TMXH.
3. Phtf^dng phap nghidn ctfu
Thang do cua td't ca cdc khdi nidm nghidn ctfu trong bai dtfdc dtfa trdn cac nghidn ctfu trtfde day, kd't qua nghien ctfu djnh tinh, dtfdc dieu chinh qua nghien ctfu sd bd va the hien dtfdi dang cdc phdt bieu. Cac thang do stf dung thang do Likert vdi 5 mtfc do ttf (1) Hodn loan khdng ddng y de'n (5) Hoan loan dong y.
Phtfdng phdp thu thdp dtf lieu trong nghidn ctfu dinh tinh la thao luan nhdm tdp trung vdi dd'i ttfdng tham gia thao luan bao gdm 10 KH dtfdc chgn bang phtfdng phdp phdt trien mam Id cdc chuydn gia d-ong ITnh vtfc marketing, thtfdng mai didn ttf (Silverman, 2016). DC lieu djnh Itfdng thu thap thdng qua phtfdng phdp khao sdt bang bang cdu hdi. Tdc gia chgn phtfdng phap la'y mdu phi xac sua^t - danh gia de cd the chgn Igc dung dd'i Itfdng am hidu vl vide mua sam trtfc tuyen (Neuman,2013).
Cdng cu de thtfc hien cdc phdn tich la ph^n mem SPSS cho thd'ng kd md ta va phan mem SmartPLS cho ca md hinh do Itfdng phtfdng trinh cd'u triic tuyd'n tinh va kiem djnh cdc gia thuyd't nghien ctfu. (Bang 1).
4. Kd't qua nghidn ctfu 4.1. Kiem dinh thang do
Ke'l qua kiem dinh thang do cho thd'y cdc thang do deu dat do nhd't qudn ndi tai vdi Cronbach's Alpha deu Idn hdn 0,7 va do tin cay tong hdp cua cac thang do deu Idn hdn 0,7. Dong thdi, cdc he so' tdi nhdn to' deu Idn hdn 0,7 (binh phtfdng Idn hdn 0,5) vd phtfdng sai trich (AVE) deu Idn hdn 0,5. Do do, cdc thang do trong nghidn ctfu diu dat dtfdc gia trj hgi tu. (Bang 2).
Dong thdi, kd't qua phan tich cung cho thd'y gia trj HTMT cho ta't ca cac cap bid'n nghidn ctfu trong ma trdn deu nhd hdn ngtfdng 0,85. (Bang 3)
4.2. Kiem dinh gia thuye't nghien cdu Bang 4.
Theo kd't qud phdn tich, he so' VIF cua cac ca'u triic khdi nidm deu nhd hdn 3 cho tha'y hidn ttfdng da cdng tuye'n giffa cac bie'n ddc lap khdng anh htfdng dd'n vide kiem djnh gia thuye't nghidn ctfu.
So 5-Thdng 4/2019 199
TAP CHJ CUNG TfllftfNG
Bang 1. Thong tin ve mau nghien cCfu T1§u thijic
GiSi tinh
Do tuoi
Hoc van
Nghe nghiep
Phan loai Nam NO Dudi 20 tuoi 20 - 24 tuoi 25 - 29 tuoi 30 - 34 tuoi Tren 34 tuoi Trung hoc Trung cap - Cao dang Dai hpc Sau Dat hoc Hpc sinh - sinh vien Giang vien Nh§n vien van phong Noi trp Buon ban Cong Chile Cong nhan
So IUdng 132 127 53 36 72 44 54 60 78 87 34 53 13 60 25 51 51 6
PhSn tram 51,0 49,0 20,5 13,9 27,8 17,0 20,8 23,2 30,1 33,6 13,1 20.5 5,0 23,2 9,7 19,7 19,7 2,3
Theo Hu vd Bentler (1999) neu md hinh nhan dtfdc gid trj SRMR < 0,1 thi dtfdc xem Id phu hdp vdi dff lieu thtfc td'. Nhtf vay, vdi gid trj SRMR = 0,056 < 0,1, md hinh nghien ctfu dtfdc kd't ludn phii hdp vdi dff lidu thj trtfdng.
Nghidn ctfu stf dung ky thuat bdotstrapping vdi cd mdu lap lai la 5 000 quan sat vdi cd mdu ban dau la 259 quan sat. Kd't qud tfdc Itfdng tif 5.000 quan sat d Bang 4 cho tha'y trgng so'gd'c cd y nghTa vdi trgng so' trung binh ctia bootstrapping vl td't cd trgng so' deu nam trong khoang tin cay 95%. Nhtf vdy, cdc tfdc Itfdng trong md hinh cd the k^t luan la ddng tin cdy.
Cac he so dtfdng dan hen quan dd'n tde ddng cua ldi ich tinh thdn cam nhan deu cd y nghia vdi dd tin cay la 95% vd 99%.
Nhtf vdy, cd the kd't luan cha'p nhan toan bd cac gia thuye't H1 de'n H5 dtfa theo dff Heu nghien ctfu. Trong dd, ye'u to' nhdn thtfc thu vi cd dnh htfdng manh nhd't va dong bid'n vdi ldng tin trtfc tuyd'n (P = 0,294 > 0, sig. = 0,00
< 0,001), nen gia thuye't HI dtfdc cha'p nhan.
Yd'u to' nhan thtfc bdo mat cung cd anh htfdng ddng bid'n vdi long tin trtfc tuyd'n cua KH vdi p = 0,207> 0 vd sig.= 0,000 < 0,001; ttf do, chiing ta cha'p nhdn gia thuye't H4. Cac ye'u l6 Bang 2. Thong do, 66 tin cay va do gia trj
Nh$n thilc thu vi (PEN)
.. cam thay dupe song trong the gidi cua neng toi ... la mdt cupc phieu iuu
... tuthda man ban than ... dap Ling duocsd thich
... se giup tdi cam thay tdt hon trong lam Irang Chan nan ... la mdt each de giam cang thang
Nh$n thitc ve danh tieng (PRE) ... la ngudi ban hang ndi tieng ... la ngudi ban hang cd danh tieng tdt ... ia ngudi ban hang noi tieng ta trung thuc . . ia ngudi ban hang noi tieng la quan tam den KH
Kyhl#u
PEN1 PEN2 PEN3 PEN4 PEN5 PEN6
PRE1 PRE2 PRE3 PRE4
FL
0,807 0,755 0,739 0,774 0,762 0,789
0,843 0,806 0,875 0,882
CA 0,864
0,874 C.R 0.898
0,914 AVE 0,595
0,728
200 Sd5-Tliang 4/2019
KINH DOANH
Nh$n thOc bao mat true tuySh (PSE)
... thuc hien cac bien phap bao mat de bao ve ngudi dung ... dam bao rang thdng tin giao djch dUdc bao ve khdi vide vd tinh bi thay ddi hoac pha huy trong qua trinh truyen tren Internet ... an tam ve he thd'ng thanh toan didn ti!l cija trang MXH ... san sang SLJ dung the tin dung cua minh de mua hang.
... cam thSy an toan khi thuc hien cac giao djch Nhan thQc detmy c$p (PEA)
... hpc each SLI dung trang MXH se dd'dang ... tupng tac vdi trang IVIXH rat rd rang va de'hieu .. de"dang SL( dung trang IVIXH khi giao d|ch .. khdng td'n qua nhieu cdng sire de truy vac trang [VIXH Nh$n thdc hOu dung (PUS)
. cai thien hieu suat mua sam cua tdi . tang nang suat mua sam cua tdi . tang hieu qua mua sam cua toi .. viec SLI dung trang web nay hOu ich Long tin true tuyen (07)
. cung cap hang hda nhu da htra . . san sang hd'trd khi giao dich cd van de . . cd chinh sach bao mat rd rang ve trang IVIXH
Ky hl^u
PSE1
PSE2
PSE3 PSE4 PSE5
PEA1 PEA2 PEA3 PEA4
PUS1 PUS2 PUS3 PUS4
0T1 0T2 0T3
FL
0,902
0,838
0,851 0,765 0,824
0,839 0,876 0,868 0,89
0,871 0,787 0,867 0,828
0,867 0,778 0,848
CA 0,893
0,891
0,859
0,778 C.R 0,921
0,925
0,905
0,87 AVE 0,701
0,754
0,704
0,692
Ghi chu: CA: Cronbach's Alpha; FL: He soldi nhdn td, AVE. TSng phuang sai trich, CR. Do tin cdy tong hap
Bdng 3. Bdng Heterotrait - MonotraitRatio (HTMT)
OT PEA PUS PSE PEN PRE
OT 1 0,737 0,770 0,774 0,818 0,733
PEA
1 0,605
0,64 0,531 0,538
PUS
1 0,622 0,635 0,582
PSE
1 0,595 0,638
PEN
1 0,689
PRE
1
dep theo cung cd tdc ddng cilng chidu vdi Idng tin trtfc tuyd'n bao gdm nhan thtfc de truy cap (p = 0,199 > 0, sig. = 0,003 < 0,05), nhdn thtfc htfu dung (p = 0,187 > 0, sig. = 0,004 < 0,05), va nhdn thtfc danh tie'ng ciia ngtfdi ban (p = 0,123 > 0, sig.= 0,043 < 0,05). Ttf dd, gid thuyd't H2, H3, H5 dtfdc cha'p nhan trong nghidn ctfu nay. Ngoai ra, ke't qua nghien ctfu cung cho tha'y long tin trtfc tuye'n dtfdc giai thich bdi 64,5% bdi cac yd'u td' nhdn thtfc cua KH. (Hinh 1).
5. Thao ludn va ham y quan tri
Bai nghien ctfu dd kd't hdp phtfdng phdp nghien ctfu djnh tinh va djnh Itfdng de thda man muc tieu nghidn ctfu la khdm phd cdc yd'u to' tao nen ldng
Sd5-Thang 4/2019 201
TAP CHi CONG THirOlNG
Bang 4. Ket quo kiem djnh mo hinh
Gia thuyet
PEN -> OT PRE -> OT PSE -> OT PEA->OT PUS -> OT
HI H5 H4 H3 H2 IR'oT'0,645: Cfo
H$so
0,294 0,123 0,207 0,199 0,187
= 0,405, SR
Ktioang gia tri 2.50%
0,169 0,000 0,111 0,073 0,066 MR =0,056
97.50%
0,412 0,239 0,301 0,335 0,320
P Values
0,000a 0,044b 0,000a 0,002b 0,005b
VIF
1,869 1,881 1,945 1,708 1,782
P
0,130 0,023 0,062 0,065 0,055
q^
0,049 0,003 0,020 0,024 0,013
Ket lu^n
Chap nh|n Chap nhan Chap nhSn Chap nhan Chap nhan
Ghi chu: a,b lan lugt luong duang miic y nghia thdng k : M6 hinh nghien cdu va Icet qua nghien cifu
tin trtfc tuydn khi KH mua sdm thdng qua TMXH.
Kd't qua nghien ctfu djnh Itfdng dtfdc tid'p can vdi phtfdng phdp PLS-SEM thdng qua cd mau la 259 quan sat. Cdc yd'u td'dtfdc chi ra trong nghien ctfu (bao gdm nhdn thtfc thu vj, nhdn thtfc hffu dung, nhdn thtfc dd truy cap, nhdn thtfc bdo mat, vd nhdn thtfc danh tid'ng ngtfdi ban) cd tdc ddng cung chieu va cd y nghia thd'ng kd trong md'i quan he vdi Idng tin trtfc tuye'n vdi mtfc dd tac ddng trong khoang 0,123 de'n 0,294 vd mtfc y nghia ttf 1% de'n 5%.
So vdi cdc nghien ctfu trtfde day, yd'u to' tao ra Idng tin trtfc tuye'n ciia ngtfdi Vidt Nam cd md'i quan he dong bie'n vdi Idng tin trtfc tuye'n Id dieu
phu hdp (Gefen va cdng stf, 2003, Koufaris va Hampton-Sosa, 2004). Tuy nhidn, cdc nghidn ctfu ve Idng tin trtfc tuye'n cua KH trong ITnh vtfc TMXH vdn cdn ban chd'; do dd, nghidn ctfu nay co nhtfng ddng gdp nha't dinh ve ca mat hgc thudt va thtfc tidn.
Muc tidu cua eac doanh nghidp kinh doanh qua MXH la ldi nhuan, ndn xdy dtfng Idng tin cua KH la mdt giai phapkhdng the bdqua. Can ctf vao ke't qua nghidn ctfu, tdc gia dtfa ra mdt sd' gdi y nham giiip cdc doanh nghidp cd the xdy dtfng ldng tin cho KH trtfc tuye'n.
Thti nhdt, doanh nghiep bdn hang trtfc tuye'n
202 So 5-Thang 4/2019
KINH DOANH
hay thu hut bang cdc hinh anh bat mat nham thu hut KH chgn san pham, tuy nhidn hinh anh thtfc td' ttf san pham rd't khac bidt ve kich thtfdc va mdu sac.
ThU hai, cdc doanh nghiep can lam mot cdch bai ban va chdn thtfc nhd't ve cdc tinh ndng san phCm vd each danh gia cua cac KH thtfc td'
Thii ba, va'n de ve nhan thtfc dd truy cdp dtfdc ddt ra la can phdi chu y dd'n thid't ke' giao dien ngtfdi diing (User Interface - UI) vd kinh nghiem stf dung (User Experience - UX). Thtfc vdy, cdch hien thi thdng tin rd rdng, ddng nhd't ve ndi dung va stf trinh bay bd' cue hdp ly Id di^u ra't quan trong nham tao stf tin ttfdng cua KH gianh cho cac hoat ddng mua sam.
ThU tu, doanh nghidp cin dau ttf cdc he thd'ng server bdo mdt td'i da va cd sd dff heu dtfdc Itfu trtf
an todn Id yd'u td' canh tranh cua cdc doanh nghiep ngay nay.
Ngoai ra, doanh nghidp c^n chu y dd'n vide xdy dtfng thtfdng hidu nham tad ra nhdn thtfc danh tie'ng ttf KH. Cac hoat dong xa hgi, cham sdc KH vd dieu quan trgng la chd't Itfdng san pham dtfdc dn dinh nham xdy dtfng Idng tin ttf KH.
6. Kd't lu$n
Nghien ctfu da xac dmh dtfdc cac ye'u td' anh htfdng dd'n ldng tin trtfc tuye'n cua ngtfdi tieu dung trong thtfdng mai xd hdi bao gdm nhan thtfc thii vi, nhan thtfc v l danh tid'ng, nhdn thtfc bao mdt trtfc tuye'n, nhdn thtfc de truy cap va nhan thtfc hffu dung, Dtfa trdn kd't qua nghien ctfu, cac nhd nghidn ctfu cd the' md rdng cac yd'u td' nghidn ctfu lidn quan dd'n Idng tin trtfc tuye'n cua ngtfdi dung trong thtfdng mai xd hdi •
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TAP CHi CONG THIffliNG
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Ngay nhdn bai: 1/3/2019
Ngay phan bidn danh gia va sufa chffa: 11/3/2019 Ngay cha'p nhdn dang bai: 21/3/2019
Thong tin tdc gid:
1. ThS. BUI THANH KHOA
Trtfctag Dgi hoc Cdng nghiep TP. H 6 Chi Minh 2. ThS. TRAN KHANH
Trtfdng Dai hpc FPT
STUDYING FACTORS AFFECTING ONLINE TRUST OF THE VIETNAMESE CUSTOMERS:
SOCIAL COMMERCE CASE
• Master. BUI THANH KHOA Industrial University of Ho Chi Minh City
• Master, TRAN KHANH FPT University ABSTRACT:
This study examines online trust-generating factors for consumers who intend lo do online shopping via social commerce. Results provide a better understanding of the factors that create the online trust including interesting awareness, helpfulness awareness, easy to access awareness, security awareness, and awareness of seller reputation. Based on the results, the study suggests that online companies should consider these contextual factors to build consumer online trust.
Keywords: Online trust, social commerce, customer.
204 S o 5 - T h a n g 4/2019
