2 6 I Bui Thanh Tra
Ngay nhan Ngay nhdn Ui.
Ngay duyet dana M,l M".
16/05/2013 23/10/2013 2?/l 1/2013 05-13-TT-07
Nhan thu-c rui ro tac dong den y dinh mua sam true tuyen cua khach hang
Bill Thanh Trang Tni&ng Dai hoc Kmh li TP HCM trdngbui'(;ueh cdu vn
Tom tat
.'iu phdi tnen cua ihuong mgi dien tir da vd dang tao ra nhimg ca hoi cho hogt ddng mua hdn true luyen trd nen .sdi ddng vd dirac nhieu nguai ua thich. Ben cgnh nhung lien ich rieng co cua mua sdm Iruc tuyen so voi mua sdm Iruyen ihdng thi kenh mua sdm ndy cdn cd nhimg han che Nguai mua Inmg cam nhdn mirc do an lodn chua cao vd chua thuc su co niem tin dot vai mua sdm true luyen Do vdy:. cdc td chirc ktnh doanh true tuyen cd gdng dua ra nhung giai phc'ip de lao ra su tin nhiem vai khdch hdng Nghien ciru ndy nhdm muc dich xdc dinh cdc nhdn id lien quan den nhgn thirc rui ro Idc ddng den y dinh mua sdm true luyen cua khdch hang. Phirang phdp nghien ciizi .\u dung bao gdm dinh linh vd dinh luang Phdn tich duac thuc hten thdng qua kiem dinh ihang do he .sd tin cdy Cronbach's Alpha, phdn tich nhdn id khdm phd - EFA vd phdn lich hdi quy tuyen tinh hdi. Kel qud lighten ciiv cht ra nhdn thirc rui ro tdc ddng nghich chieu di'n v dinh mua sdm Irirc luyen ciia khdch himg bao gdm 4 nhdn Id Iheo thir lu Iff lan den nho (I) Ri" ''(> ldi chinh, (2) rui ro sdn phdm, (3) rill ro bdo mdt Ihdng tm, vd (4 )riii ro ve sir gian Idn cua nguai hdn Cdc kel liicm vd hdm y qudn In duac de xudl nhdm gdp phdn lao ra uy lin vd hieu qua cho cdc Id chirc, doanh nghiep hdn hdng true tuyen
Tir khda: Mua sam true tuyen, nhan ihiic riii ro. rui ro mua sam true tuven.
Abstract
Developmeni ofe-cominerce has ojjeredopportunities that make online commerce become busier and more preferable Besides benefits in comparison with Iradilioncd shopping, however, the online commerce also has its o^yn disadvantages Bu)-ers perceive low levels of .sajely and do not place much iriisl in the online shopping. That is why e-commercial concerns have tried their best lo win buyers' iriisl The research aims al determining how factors related lo perception of risk affect buyers ' dectsion\ on online shopping. Both qtialilative and quantitative methods are employed in the re.search, including Cronbach 's Alpha, EFA and multiple linear regression analysis. The results show that perception of risk that produces negative ejjects on inlenlion of doing online shopping comprises jour following dimensions in order of importance (!) Financial risk. (2) performance risk: (3) privacy risk, and (4) vendor's frcnid risk. Conclusions and management implications are offered lo help develop prestige and efficiency for online .selling concerns.
Keywords- Online shopping, risk perception, online shopping risks.
'(i/'i/ifi-278 (12/2013) 26-38
l i u i rh mh rr:ing j 2 7
1. Gidi thieu
Ngay nay ITnh vuc thucmg mai dien t u phat trien nhanh chdng tai cdc qudc gia da va dang phal trien. S l i dung thuong mai dien t i i cho phep cac doanh nghiep, td chiic kinh doanh cd the gidi ihieu cac thdng lin ve san pham den cac ddi tugng khach hang tiem nang khac nhau d mgi nai tren t h i gidi ma cd the ket ndi Intemet. V N cd tdc dd phat trien ve sd lugng ngudi su dung Internet cao nhat trong khu v y c , tinh d i n nam 2011 dat 30,8 trieu ngudi ditng c h i l m 25% tdng ddn sd (Hinh I ) . Tai cac khu vyc thanh t h i , khoang 50%) dan so cd truy cap internet, ti le sii dung d Ha N d i \ d TP H C M cao han n h i l u . Nghien ctiu cua C i m i g o NeiCitizens V N cho t h i ) ed ban 9 0 % so lugng ngudi su dung Internet da sir dung cae website t i m k i l m d l ihu ihap thdng lin nhu dgc lin tiic.
phuc vu cho hgc tap, cdng viec va gidi Irf, Trong khi d d . ede website mua s i m tryc t u y l n chi cd khoang 30%)- 40%) ngudi sir dung da tiing vieng tham. Rieng ddi v d i ngdn hang true t u ) l n cdn dang d giai doan su dung rat ihap (Hinh 2). Mac dit so lugng ngudi tham gia mua hang true luycn chua nhieu nhung doanh sd ban hdng cua ITnh vuc nd}' da cd su tang trudng kha nhanh.
udc tinh doanh sd thuong mai dien tii tinh rieng cho thj i r u d n g hang tieu dimg ciia V \ trong nam 2012 dat khoang 600 trieu U S D vd d y bao d i n nam 2015 se dat tren dudi 1.3 li USD (Bd Cdng thuong, 2012).
Bang cdch nao de phdt trien nhanh hoat ddng ban hang true tuyen. trong khi ngirdi mua cam nhan cd nhieu riii ro ddi vdi hoai dgng nay? K e l qua nghien ciiu thi irudng cua Cimigo NeiCitizens cho biet cd tren 5 0 % ngudi sir dung Internet ddng )' la ho cd the chon rat nhicu loai san pham khac nhau thdng qua hoai ddng mua bdn true tu\'C'n. tuy nhien muc do lin lining vao suan todn ciia mua ban true tuyen thi rat thap. chi cd 14% ngudi s u d i i n g Internet nghT rang \iec mua ede san pham tren mang la an toan Trong vai nam tro lai day, khd nhieu vu lira dao ban hdng qua mang xuat hien va dien bien phtic lap da ldm giam niC-in tin cua khdch hang ddi vdi ITnh vuc thuang mai dien tir. anh hudng xau den cdc doanh nghiep bdn hdng true tuyen ehan chinh. Van de lao dung niem tin eho ngudi lieu dimg la rat quan trgng ma cac Id chirc ban hang true luyen can phai quan tam. Chfnh vi vd)'. xde dinh cac nhan td nhan thirc riii ro lac dt)ng den y djnh mua sam tryc tuyen cua khdch hang la mue tieu cua nghien ciru ndy. Bai viet nay tap trung vao phan tieh khfa eanh nii ro md khach hang cam nhdn khi mua sam tryc tti)en. tii' dd ggi y mgt sd de xudl mang hdm y quan Iri eho cac cdng t)', td chirc kinh doanh Uuc t u \ c n .
H i n h 1. Sd n g u d i s i i ' d u n g I n t e r n e t tai V N Ngudn: Bao cao nghien ciiu cua Cimigo NeiCitizens VN 2010-2012.
www cimigo.vn va [email protected]
T^p chi Phat ti iin kmh Ic 2"S (
28 I Bill Thanh Trang
Hinh 2. Sii' dung Internet cho mua sam t r y c tuyen Nguon: Baocao nghien ciru cua Cimigo NeiCitizens VN 2010-2012.
2. N h a n thiic r i i i ro t r o n g m u a sam t r y c t u y e n 2.1. Mua .sdm true tuyen
K h i chgn mua mdt san p h i m hay mdt dich vu nao d d , n g u d i tieu d i i n g t h u d n g dua vao I i t r i Clia hg d l toi da hda gia trj sir dung dya tren chi phf phdi bd ra, se x e m xet den loai san pham can mua bao gdm nhung lgi ieh va riii ro, l i do mua, khi nao mua va mua d dau... Y d j n h mua hang ctia ngudi lieu diing la he qua cac tac nhan eua m d i i r u d n g tac ddng vao y thiic ciia ngudi mua, nhung dac diem vd qud Irinh quyet djnh cua ngu'di mua dan den n h u n g quyet djnh mua sam nhat djnh (Kotler, 2007). M u a sam tryc tuyen la mgt qud i r i n h ma khaeh hang mua true tiep hang hda hoac djch vu tii' mdt nguoi bdn trong mgt thdi gian xae Ihyc Ihdng qua Internet, qua trinh nay khdng qua djch vu trung gian. ddy chfnh Id m d i dang eua t h u o n g mai dien tii*. M u a sam tryc tuyen mang lai Igi fch cho ca ngudi mua va ngudi ban ve phuong dien t i m k i e m khach hang, thdng tin sdn pham. qud t r i n h l u a n g Ide vd phan phdi san pham. N g u d i ban nhan dugc thanh toan nhanh chong til' phia ngudi mua thdng qua Internet vd khdng phdi ton chi phi dau t u he thdng phan phdi. D d i vdi ngudi mua ihi ed the mua hang d bat c i i dau, bat ke t h d i gian nao, ngay ca khi d nha va tiep can cac nha cung cap d xa.
David & cdng su (2002), eho rang khdch hang mua sam tryc tuyen t h u d n g bao gdm nhifng ngudi lieu dirng cd ft thdi gian nen hg mudn sir dung Internet de mua sam nham liet kiem thdi gian. NhQ'ng ngudi khdng thich di mua sam lai cac eira hang, hg sii' dung Internet d l tranh cho dn ao, sap hang hay phdi ehd d g i . N h u n g ngudi hieu b i l l cdng nghe thich mua s i m tren mang vi nd phil hgp vdi nganh nghe. Hanh vi mua mua sam true t u y l n ciia khach hang bj tdc ddng bdi nhicu nhan td nhu la dae diem ca nhan (gidi tfnh, tudi, hdn nhan, giao due, tdn glao, n g h l nghiep vd thu nhap, tfnh cdch, Idi sdng); nhan td mdi irudng (gia dinh, xa hdi va cdng dong); nhan to tac ddng tir phia ngirdi ban bao g d m : gia ca, quang cao, xiic lien i h u a n g mai, i h u o n g hieu, nhung boat ddng ho trg ky thual qua website, giao hang, thanh toan va cac djch vu khdch hang. N h u n g nhan to nay true tiep va gian tiep tdc ddng den y djnh mua s i m cua khach hang.
Theo kel qua nghien cii'u ciia X i a n g Yan va Shiliang Dai (2009), q u y l l djnh mua hang tryc tu)'en chju anh h u d n g bdi hai nhdm nhan to dd Id nhan thiic l g i ich va nhan thirc riii ro. Nhan thire Igi fch tac dgng tfch cyc den quyet dinh mua s i m i r y c t u y l n va nhan thiic riii ro tac ddng tieu cyc den quyet dinh mua sam true t u y l n ciia khach hdng. Theo m d hinh chap nhan cdng nghe (Technolog) Acceptance Mode - T A M ) duge dua ra bdi Davis (1989). de cap den cac \ l u td ve nhan thire \ e su hiru ieh. de dang su dung, thai do va y dinh su dung. Dua Iren nghien c i m nay
VM chl Phd! men kinh te 278 (12/2013) 26-38
, Biii Thanh Trang j 29
Davis cho rang nhan thiic ciia khach hang ve cai dat dugc \ a cai mat di cd the dugc hilu la nhan thtic Clia khach hang ve lgi ich va nii ro. ZeithamI (1988) cho ring khach hang se cd lira chgn vdi nhan thirc Igi ich la cao nhat khi hg thuc hien mdt quyet dinh mua hang. Trong khi dd, Mitchell (1999) lai chi ra ring khach hang se cd xu hutmg xem xet nhan ihirc nii ro ban la loi da hda nhan thirc lgi ich khi hg thuc hien quyet djnh mua hang. Bai vilt nay se tap trung nghien cuu nhifng nhan td nhan thirc riii ro tac dgng den y djnh mua sim tryc tuyen ciia khach hang va dugc phan tich chi tiet trong phan sau.
2.2. Mo hinh de xuat vd cdc gid thuyet
Trude khi quyet djnh mua hang, ngudi tieu diing thudng cam nhan miic do riii ro nhat djnh lien quan den viec lya chgn mdt thuong hieu cu the vd Idm thi nao dk mua Bauer (I960) Id ngudi dau tien gidi thieu khdi niem nhan thirc nii ro trong qua trinh mua sim. dugc xem nhu la sir quyet djnh khdng ehac ehan ciia ngudi lieu dung khi mua hang va phdi nhan hau qua tir quylt djnh nay. Cox va Rich (1964) de cap den khai niem ve nhan Ihuc riii ro la mirc dd cam nhan riii ro ciia ngudi tieu diing khi quyel djnh mua hang. Kaplan (1974) dua ra khai niem nhan thirc riii ro mang y nghTa lien quan den su khdng ehac ehan ve mat mdt cua mdt giao djch mua ban va bao gdm 6 nhan td: Tai chinh, suthuc hien (san pham khdng diing chuc nang), xa hgi. tam li. su an loan, Ihdi gian. Mitchell (1999) cho ring nhan thuc rui ro la suy nghT chii quan \ l viec xdc djnh tdn that, vdi hai ham y la sy khdng chac ehan va hau qua xau.
Ddi vdi mua sam tryc tuyen thi nhan thuc mirc dd riii ro thudng thi cao han so vdi mua sdm truyen thdng la do ngudi mua khdng nhin thay hinh anh thyc su ctia san pham \ d khdng liep xiic tryc tiep vdi nhan vien ban hang (Park & Stoel, 2005). Theo Bhatnagar & Gbose (2004). lien quan den riii ro cd ba nhan td tac ddng tieu euc den quyel dinh mua sdm tryc luyen Id: riii ro sdn pham, rili ro tai chinh, riii ro bdo mat thdng tin ed nhdn eua ngudi mua. Axel (2006) cho rang so vdi rili ro san pham, ngudi lieu diing nhan ihiie ve riii ro bj tiet Id tbdng lin cd nhdn da cd tdc dgng Idn hon den quyet djnh mua sam Iren Internet. McCorkle (1990) ehf ra riii ro eiia mua hdng true tuyen la sy gian lan ciia ngudi ban, chuyen giao cho ngudi mua san phdm khdng ddng tin cay, the hien sy gian ddi ciia ngudi bdn.
Dya tren co sd II thuyet lien de ciia cac nghien ciru trudc ddy, md hinh nghien eiru de xuat ve nhan thirc riii ro tac dgng den y djnh mua sam true luyen bao gdm 4 nhdn td: San pham. tdi chinh, bao mat thdng lin, sy gian lan ciia ngudi bdn. va dugc the hien trong I Iinh 1.
Riii ro san pham: Kha nang chuyen giao hang hoa khdng ddp ung diing yeu cau nhu dy dinh ban dau (Peter & Tarpey, 1975). Riii ro san phdm trong mua sam true luyen ed the dy kien d mirc do cao do ngudi mua khdng thi kiem tra va thu nghiem chat lugng san pham vd cung khdng cd sy lua chgn dl thay thi (Garbarino & Strahilevilz, 2004). Sy khdng ddng nhdt ve ca sd ha ting Clia thilt bj mua sdm true tuyln. chang han nhu cai dat man hinh va phan mem mdy tfnh.
cd the khdng phai Iiic nao ciing hien thj cac tinh nang sdn pham chinh xae nhu trong dicu kien ban hang truyln thdng. Vi vay, su khdng chic ehan sdn pham se tang len khi quyet djnh mua sim true luyen. Gia thuyet H1 dugc de xudl la:
HI: Rid ro .sdn phdm ldc ddng nghich chieu vai y dinh mua sdm true luycn
Riii ro tai chinh: Khd nang cd thi bj mit tiln do mua hang true tuyen (Horlon, 1984). Hicn tugng gian lan the tin dung va tdn that tai chinh dugc xem la mdi quan tam hang ddu cua ngudi mua hang true tuyln (Sweeney & Johnson, 1999). Ngoai ra. ngudi tieu dirng cdn cd the bi mat
T4p chi Pliai iru-n kmh •' 2-"^ \\: 2011) 2 ' - i "
3 0 I Bui fhanh Trang
tien neu san pham mua tryc tuyen khdng dat yeu cau nhu mong dgi. Mac dii mdt trong nhung Igi the ciia mua sam true tuyen la gia ca canh tranh, nhung cd nhieu ngudi tieu dung khdng mudn mua cac san pham lir Intemet do cac chi phi khac gia tang nhu van chuyen va giao nhan. Gia thuyet H2 dugc de xuat la:
H2: Rili ro lai chinh ldc dong nghich chieu vai y dinh mua sdm true tuyen.
Riii ro bao mat thdng tin: Kha nang thdng tin ca nhan bi mat, bi tiet Id, khdng dugc bag mat Irong qua trinh giao djeh trye tuyen (Garbarino & Strahilevilz, 2004). Cac nghien cuu gan dd) da tim thay nii ro bj liet Id thdng tin ca nhan trd thanh mdi quan tam ngay cang tang cua ngudi mua hang tryc tuyen (Drennan. 2006). Khi mua hang qua mang, ngudi mua phai cung cap nhifng thdng tin ca nhan nhu sd tai khodn ngan hang, dja chi, dien thoai, email. Ngudi mua cd cam gidc khd kiem soat Ihdng tin va ngan ngai cung cap ihdng lin ed nhan. Gia thuyet H3 dugc de xuat la:
H3: Rui ro bi liel Id ihdng lin tdc dong nghich chieu vaiy dinh mua sdm true luyen.
Riii ro ve sy gian lan cua ngudi ban: Nhan td nay neu len su quan tam lo lang cua ngudi mua ve do tin eay ciia ngudi ban hdng true tuyen. chang han nhu Ihdng lin ve san pham cd the khdng phdn anh thyc sy chal lugng, khd khan tim noi de giai quyll nhiing Iranh chip xay ra khi mua hdng tryc tuyen, ngudi ban dua cac ihdng lin khuyin mai khdng trung thuc, ngudi ban khdng thyc hien dung nhung cam kel vl dich vu sau khi ban hang (McCorkle 1990), Gia thuyit H4 duge de xual la:
H4: Rili ro ve su gian Idn ciia ngudi bdn tdc dong nghich chiiu v&i y dinh mua sdm true tuyen.
Rui ro san phain
Rui ro tai chinh
Rui ro bao mat thong fin
Rui ro \ e su gian lan cua nsitroi ban
V dinh mua sim true tuyen
Hinh 3. Md hinh nghien ciiu 3. P h u o n g p h a p nghien ciiu
Nghien ciru dugc Ihuc hien qua hai budc la nghien ciru sa bd va nghien cuu chinh ihirc.
Nghien euu so bg dirge ihyc hien bing phuang phap djnh tinh thdng qua thao Iuan ta)' ddi dang cdu hoi md vdi 5 chuyen gia ban hang true tuyln va 5 khach hang thudng xuyen mua hang true luven tai cac website: zingdeal.vn, nhommua.vn. muachung.vn. cucre.vn, hotdeal.vn, 5gia>.vn.
raovaLcom \a 123mua.coin.vn. Nghien cuu nay nhim xa> dung va phat triln thang do ctia cac khdi niem dua tren quan diem cua khaeh hang vl nhan Ihuc riii ro doi vdi mua sim tryc tuyln.
Cdc thanh phan dugc do ludng bing thang do Likerts 5 dilm (I: hoan toan khdng ddng y, 5:
l\ip Uu Phdi inen kmh le 278 (12/2013) 26-38
Bill Thanh Irang | 31
hoan toan ddng y), Trong nghien ciiu nay, thang do nhan thiic nii ro ve san pham khi mua sim true tuven dugc dua tren co sd li thuyet ciia cac tac gid Garbarino & Strahilev itz (2004), riii ro tai chinh ctia Sweeney. Soutar & Johnson (1999), nii ro bao mat jhdng tin ciia Drennan (2006).
nii ro \ e su gian lan cua ngudi ban ciia McCorkle (1990).
Thuc te viec mua sam tryc tuyen trong thdi gian qua cd nhilu nii ro cho ngudi mua. nhu mdt sd website mua hang Iheo nhdm da ban hang khdng rd ngudn gdc. xuil xii, hang nhai hoac dua anh san pham len website khdng gidng vdi hang that, gay nham lan cho khdch hang, hoac dua ra chuong trinh khuyen mai nhung lai ndng gia len cao roi gidm gid ldi 50-70% dc ddnh vdo lain li gia re, khien nhieu ngudi ea tin mua phdi sdn phim dit hon gia d ngoai Ihi irudng. Mdt so Irudng hgp khdc ihudng xay ra nhu giao hang cham va djch \ u cham sdc khdch hang kem. Chfnh nhifng li do nay ma ngudi tieu diing thudng hay can nhic irudc khi mua hang true tu\ln. Kit qua thao luan eiia nghien ciin djnh tinh da dua ra 21 biln quan sat diing dl xdc dinh 4 nhan to nhan thii'c nii ro tac ddng den y djnh mua sam true tuyen. Trong do. nhan td nhan thire rui ro ve san pham dugc do ludng bang 5 bien quan sat: riii ro ve tai chfnh dugc do ludng bang 4 bien quan sat; riii ro bdo mat thdng tin dugc do ludng bang 3 bien quan sat; nii ro ve sy gian lan eiia ngudi ban hang tryc tuyen dugc do ludng bang 5 bien quan sat; \a ihang do \ dinh mua sam true luyen dugc do bang 4 bien quan sat.
Nghien ciiu chinh ihirc dugc thyc hien bang phuong phdp djnh Iugng lien hanh phong \an thdng qua bang cau hdi gui den khach hanged tham gia mua sam true iu)cn tai rP.IICM Nghien ciru nay nham sang Igc cdc bien quan sat, xae djnh cdc nhdn td nhan thuc rui ro tac dgng den )' djnh mua sam tryc tuyen, kiem djnh md hinh If thuyet \a cac gia thuyet. Kich thudc mau la 300.
dap vien dugc chgn theo phuong phdp thuan tien la nhii'ng ngudi co tham gia mua sam tryc iu\en cua cdc trang web: zingdeal.vn, nhommua.vn. muachung.v n. cucre.vn, hotdeal.vn, cungmua.vn.
vndoan.com, 51deal.vn, 5giay.vn,gooddeal.vn, giarequa.vn. khuyenmaivang \n. raovai.com vd l23mua.eom.vn. Qua trinh phdng van dat ti le hdi ddp la 81%, c6 243 bung thu vc dat yeu cdu.
Dac tinh mau nghien cuu trong Bang I cd ti le nii' ehiem 65%), nhu'ng ngudi mua hdng a do tudi til' 18-35 chiem 82%). va da tham gia mtia hdng trye tuyen dudi 2 nam ehiem 81%. the hien tinh chit dai dien ciia miu. Phan lich kit qua dtrgc Ihue hien thdng qua kiem djnh ihang do bang he sd tin cay Cronbach's Alpha, phan tfch nhan id EFA. phan tieh hdi quy tuyen tfnh bgi \a kiem dinh gia Ihuyel.
Bang 1. Dac tinh ciia mau nghien ciiu
Co'mau (n=243)
Thu nhap
Nfr Nam Tir 18-25 26-35 Tren 35 Diroi 3 trieu Tir 3-6 trieu Tren 6-10 tneu
159 84 104 94
3 2 I Bill Thanh Trang
36 nam tham gia Dual 1 nam 112 46 mua hang inrc tuyln Tir I-2 nam 85 35 Tren 2 nam 46 19 Ngudn- Khao sdt ciia tac gia kit hpp voi Cong ty GIBC (Global Intergration Business Consultants)
4. Ket qua nghien ciiu 4.1. Kiem dinh thang do
Kilm dinh thang do cac nhan td nhan thirc rui ro tac dgng din y dinh mua sam true tuyen dugc thuc hien thong qua he sd tin cay Cronbach^s Alpha dl loai cac bien rac, tranh trudng hgp cac biln rac tao nen nhan td gia khi phan tich EFA- Exploratory Factor Analysis (Churchill, 1979). Sau khi kilm tra Cronbach's Alpha, budc tilp theo la phan tich nhan to kham pha EFA de danh gia sa bg tinh don hudng, gia tri hgi tu va gia tri phan biet cua thang do. KII qua phan tich tai Bang 2 cho thay tat ca cac thang do ctia cac nhan td nhan thtic nii ro va y djnh mua sam true tuyen deu cd he sd Cronbach's Alpha ldn hon 0,79; va cac he sd tuong quan bien tdng ciia cac thang do deu ldn hon 0,3. Nhu vay, tat ca cac thang do ctia cac nhan td deu dat do tin cay (Nuimally & Bumstein, 1994) va dugc su dung de phan tich nhan to kham pha tiep theo.
Bang 2. Ket qua he sd Cronhach^s Alpha ciia cac thang do
Thang do
Rui rotiii chinh (TC) Rui ro san phiuii (SP) Rui ro bao mat tiiong tin (BM) Rui ro ve su gian lan cua nguoi ban (GL) Y dmh mua siim true tuyen (YD)
So bien quan sat 4 5 3 5 4
Cronbach's Alpha 0,8426 0,7963 0,8756 08417 0,7943
He so tuotig quan bien tong nho nhat
0,5325 0,6313 0,6312 06217 0.5456 N^unn. Tac gia tbu thap va tu tinh toan
Phirong phap phan tich nhan to kham pha -EFA dugc thuc hien viii phirong phap trich he so ia Principal Component Analysis va phep xoay Varimax ii phan nhom cac nhan t6. KSt qua phan tich nhan to lan thu I ve nhan thiic riii ro doi vdi mua sim true tuySn, trong do cac bien SP5. TC4 va GLl cd he s6 tai nhan td lan lutrt la 0.231. 0.283 va 0, 207 bi: hon 0,3 nen bj loai (Hair &ctg, 1998). Nhu vay, tit 21 biSn quan sat dua vao phan tich nhan td lan I, chi con 18 bicn dirtjc dua vao phan tich nhan td lan thi!r 2.
Ket qua phan tich tai Bang 3 cho thay cac thanh phdn sau khi loai cac bien rac la dat yeu cau CO he sd tdi nhdn td ciia cac bijn quan sdt ldn hon 0.5 (Hair &ctg, 1998); kiem dinh Bartletudi mtic y nghia la Sig. = 0.000; he s6 KMO = 0,934. Tdt ca 18 bifa sau khi phan lich nhdn td duoc riit trich thdnh 5 nhdn td vtji cdc miic gia trj Eigenvalues dSu ldn hon 1, va phuong saJ trich ldn hon 50%. Do vdy. cac thang do riit ra la chap nhdn dupc. kSt qua phan
T;ip chi Phal Irien hnh li 278 (12/2013) 26-38
Bill Thanh Trang j 3 3
tich EFA da chting td md hinh nghien ctiu khdng thay ddi, hao gdm 4 bien ddc lap va 1 biln phu thugc. va dugc sd dung cho phan tich hdi quy tuyen tinh bgi.
Bang 3. Phan tich nhan to EFA ve nhan thii'c riii ro mua sam tryc tuyen Biln q u a n sat Nhan t i
Toi nhan thay rat kho khan danh gia chat lucmg san
SPi ,.; ' - ,. . ,L- • i 0-891 pham chinh xae kni mua sam true tuyen.
Toi nhan thay rat kho khan khi so sanh chat lugng ciia san pham tuong tu khi mua sim true tuyln.
dat dupc chat lupng nhu mong doi.
Chat lupng thuc te ciia hang hoa nhan dupc fir mua
$P4 true tuyen thap hon so voi thong tin duoc quang 0.651 cao tren Internet,
yQ] So tai khoan the lin dung ciia toi co the khong dam Q yg5 bao an toan
TC2 Mua hang true tuyen co the khong nhan dupc h^ng. 0,850 Mui
phi
Mua h^ng true tuyen thudng phat sinh thSm chi
cua toi CO the bi tiet 16 den nhifng nguoi khac nw-, Nguai ban hang true tuyen biet dupc thong tin tai
khoan ngan hang cua toi
Thoi quen va qua frinh mua sam cua toi de bi theo d5i khi mua sam true tuyen
BM3
GLS
Kha n5ng mua hang gia re tren Internet dong ngliTa vdi mua hang gia. hang sua han sii dung.
Nhifng hira hen ve dich vu sau khi ban khong diroc Ihyc hien
Thong fin v l nguoi ban hang fruc tuyen khong diroc cung cap day dli.
Kho khan giai quylt Iranh chap khi mua hang true tuyen.
YDI
Toi rii thich mua hang true tuyen mac dCi day khong phai \i kenh ban hang du\ nhat de mua mat h^ng toi can.
Tap chi Phdi ir
34 I Bill Thanh Trang
Toi rat thi'ch su dung Intemet de mua hang khi co nhu cau.
Toi se mua hang true tuyen bat ky khi nao toi can hang.
Yr)4 '^^' ^^ S'*^' thieu ban be va nguai than mua sam true tuyen.
Eigenvalues 5.337 1.235 1,118 1.062 3,981 Phuong sai trich (%) 43.372 11.103 10,083 8,143 64,503 Ngudn. Tac gia thu thap va tu tinh toan
4.2. Phdn tich hdi quy tuyen tinh boi
Phan tfch he sd tuang quan nham xem xet mdi quan he tuong quan tuyen tinh giifa bien phu thudc va tirng bien ddc lap, eung nhu mdi tuong quan giira timg bien dgc lap vdi nhau. Ket qua ma Iran he sd tuong quan ciia Bang 4 ed miic y nghTa a < 0.05. va cac he so tuong quan giii'a cdc bien dao ddng trong khoang tir 0,384 din 0,672 (thoa man dilu kien-1 < r < + I ) , cho thiy 4 biln ddc lap CO mdi tuong quan tu)'en tinh khd chat che vdi biln phu thudc la y djnh mua sim trye tuyen. Nhu vay, cac khai niem nghien cii'u ve riii ro tai chfnh, riii ro sdn pham, riii ro bao mat thdng tin, nil ro ve sy gian Ian cua ngudi bdn. va y djnh mua sam true tuyen dat dugc gid trj phan biet. nghTa la tat ca eae thang do trong ket qud nghien cuu nay da do ludng dugc cac khai niem nghien ciru khac nhau.
Bang 4. Ma tran tuang quan giua cac thanh phan
1 2 3 4 5
Rui ro tai chlnh (TC) Rui ro san pham (SP) Rui ro bao mat thong tin (BM) RUI ro ve sir gian lan ciia nguoi ban (GL) Y dinh mua sam true tuyln (YD)
Ghl chu **. Tuong quan Speaman's Rho co y nghTa th6ng ke omiic 0,0 i. n =243 Sgiidn Tac gia thu thap va tu tinh loan
Ket qua cua ma Iran luang quan eho ihiy biln ddc lap nii ro san phim cd tac ddng cao nhal ddi ydi bien phu thugc va bien ddc lap cd tac ddng ft nhit din y djnh mua sim tryc tuyln Id nii ro \e sy gian lan cua ngudi bdn.
1 0 , 6 7 2 "
0,469««
0 . 3 8 4 "
0,489««
0.672**
1 0.378**
0 . 2 3 5 "
0.357*'>
0 . 4 6 9 "
0.378**
1 0.262**
0 , 2 7 5 "
0 , 3 8 4 "
0 , 2 3 5 "
0 , 2 6 2 "
1 0 , 4 1 9 "
0 , 4 8 9 "
0 , 3 5 7 "
0 , 2 7 5 "
0,4I9«»
1
Tap chi Phdi men kmh li :'',S (12/2013) 26-38
Bill Thanh Trang | 35
Bang 5. Tom tat ket qua mo hinh hoi quy tlrmig quan boi
HI so hoi quy HS sn . i H J neso Da cong tuven chira chuan hoa j,gj ^^y Gia trj Muc y
Sais6 ':li"*n t nghia o^ jh jp
chuan '^6a „l,^„
Rui ro san phim (SP) -0.354 0,053 -0,331 6.071 0,000 0,979 1.469 Rui ro tai chlnh (TC) - 0 582 0.048 -0,539 10,638 0,000 0.812 1,823 Rtii ro bao mat thong tin
(BM)
Rui ro ve su gian liin ciia „ ,„
• '^ -0.297 0,042 nguot ban (GL)
•0,311 0,037 -0.288 6.394 0.000 0.643 1.345
R-dieu chinh-0.593 Gia tri F = 64,256 Muc y nghia = 0,000 Nguon: T^c gia thu thap v^ tu tinh loan
Phan tich hdi quy tuyen tinh boi ve moi quan he giua cac nhan to nhan thiic nil ro tac dpng d6n y djnh mua sam true tuyen cua khach hang dupc the hien tai Bang 5 cho thiiy mdi lien he Clia 4 bien doc lap la: SP (rui ro san pham), TC (rui ro tai chinh), BM (rui ro bao mat thdng tin).
GL (rui ro v£ su gian lan ciia ngudi ban), vai bign phu thudc la YD (y dinh mua sam true tuyen cua khach hang) cd mtic y nghTa Sig < 0.05 (p=0.000) dat y nghta ve mat thdng ke. chimg minh md hinh hdi quy bpi nay phii hop vdi lap dO lieu vii dam bao do tin cay. Md hinh mdi tucmg quan hdi quy tuySn tinh bdi cac nhan Id dugc bieu thj thdng qua cac he sd beta ciia cac bien doc lap tac dong nghjch chiki den bien phu thuoc theo thir tu tO cao den thap la riii ro tai chinh (P = -0,539), rui ro san phdm (P = -0,331), nii ro bao mat thdng tin (|! = -0.288), va riii ro vc su gian lan cua ngudi ban (P =-0,264). He s6 xae djnh R^diju chlnh la 0.593. nhu vay md hinh hdi quy luySn tinh bdi da xay dirng phii hop vdi tap du lieu dat mOc 59.3%. Ket qua phan tich phucmg sai chi ra gia trj kic-m djnh F=64.256. vdi Sig.= 0.000. nghia la cd it nhiit mdt bien ddc lap cd quan he tuySn tinh vdi bien phu thudc. Thong thirdng. neu VIF cua mdt bien dpc lap ma Idn hon 10 thi khdng cd gia tri giai ihich bien thien trong md hinh (Hair & cpng su, 2006), ket qua cua B.ing 5 cho thay he sd do chdp nhan (Tolerance) thap tO 0.64 den 0,97 va gia trj VIF tir 1.345 dSn 1.823 < 2, chiing td khdng xay ra hien tupng da cdng tuyen va khdng cd mdi tuong quan chat chi: giira cac biSn dpc lap. Dilu nay cho phep ket luan md hinh hdi quy phii hgp vdi cac dO heu va cac bijn dieu cd y nghia vk mat thong ke vdi mile y nghTa 5%. Vdi ket qua hdi qu) tuyen tinh bpi nhu phan tich tren cho phep kit luan la cac gia thuyjt HI, H2. H3 va 114 duoc chap nhan.
5. Kit luan va ham y quan tri
K£t qua nghien ciru da chi ra miic dp tac dpng ciia cac nhan td nhan thirc rin ro den y djnh mua sdm true luycn Clia khach hang bao gom: Rui ro tai chinh. riii ro san pham. mi ro bao mat thdng tin. va riii ro vc- su gian lan cua ngudi ban hang true tuyen da cd tac ddng nghich chieu vdi
>' dinh mua hang. Trong dd. nhan td nhan thitc riii ro tai chinh vdi he so p = -0. 530. co tac dong nghjch chiiu ldn nhdt ddi vdi y djnh mua sSm true tuyen, dieu nay cho thav ngirdi mua lo lang V a cim nhan khdng an toan khi chi tiin mua hang true tuyin. Ki den nhan td riii ro v c san ph.im
36 I Bill Thanh Trang
dugc xem xet d miic do kha cao so vdi cam nhan nii ro v l bao mat thdng tin ca nhan va nit ro vl su gian lan cua ngudi ban. Kit qua nghien ciiu nay giup cho cac td chiic ban hang true tuyen xet xet kha nang dl tao ra mtic do tin cay cho ngudi mua dua tren kha nang Iam giam thieu miic do rili ro cua bdn nhan to tren nhim thu hut va phat triln khach hang ngay cang tdt han, tir do tao cho khach hang cdm thiy an loan va tin cay khi mua hang tnrc tuyen. Do vay, cac td chuc, doanh nghiep ban hang tryc tuyen nen xem xet:
- Thu nhdt, tao nilm tin eho ngu'di tieu diing khi mua hang Iren Intemet la van de vd cimg quan trgng. Tai nhilu nudc tren thd gidi, cdc website ban hang qua mang uy tin deu cd chimg chi dam bao (Trust-Mark) do mdt ben thir ba cap dl phan biet nhung ngudi ban hang cd chting nhan nay vdi nhifng ngudi ban tnre tuyln khae. Tai VN, Cue Thuong mai dien tti & Cdng nghe thdng tin thugc Bd Cdng thuang cung da ra mil chung nhan website thuong mai dien tii uy tin Trustvn, thyc hien danh gia cac website tren co sd tham khao y kien ciia cac ca quan quan li nha nude, cac nhd chuyen mdn cd uy tin. Vi vay, website ciia cac td chuc, doanh nghiep kinh doanh tryc tuyln se dugc tin tudng nhilu hon khi cd chung nhan ciia mdi td chire uy tin nhu chimg nhan Trustvn.
- Thir hai, tiln hanh lien kit vdi cac san thuang mai dien tii chuyen nghiep va cd uy tin de xay dung cac chuong trinh ddm bao thanh loan va eae dem vj nay phai cam ket la khi khach hang gap rili ro khdng nhan duge hdng se dugc bdi thudng, dieu nay giiip ngudi mua nhan dien dan vj bdn hang uy tin va an tam ve thanh toan. Ngoai ra, cac doanh nghiep nen lien ket ngan hang de thuc hien thanh loan nhanh chdng, tien Igi va bao ve ngudi mua khdi cac nguy co lira dao true tuyen hoac ap dung hinh thuc thanh toan lam giCf ciia cdc vf dien tu, theo dd ehi khi ndo ngudi mua nhan duoc hang va xae nhan hdng diing nhu md ta thi ngudi bdn nit duoc tien ra khdi vf dien tii'. Ddng Ihdi ed the dp dung hinh thii'c bao hiem giao dich, quy dinh kha nang duge boi thudng den 100%) thiet hai trong trudng hgp bj liia dao.
- Thir ba. ddm bdo chal lugng hdng hda giao cho khach hang diing nhu nhiing gi da cam ket.
Cac thdng tin ve san pham can dugc cdng bd chinh xae va rd rang tren phuang lien truyen thdng Clia cdng ty nhu email, website, an pham catalog, nhan mac hang hda, cac chuong trinh khuyen mai.. de khach hdng tham khao, danh gid vd lya chgn sdn pham. Viec eung cap cae thdng tin san pham vdi day dii cdc tinh nang, thdng sd sdn phdm thdng qua hinh anh, thdng sd ky thual, mieu ta. video... va hudng dan su dung sdn pham mgt each ti mi, khach hdng se thdy ty tin hon khi mua hdng Hon nifa, khi eung cap ndi dung cac thong tin ehinh xdc va day dii se giiip khach hang hieu vd cdm nhan rd hon ve san pham, trdnh tinh trang cd su khae biel giu'a cdm nhan ciia khach hang tir viec nhdn qua thdng tin so vdi trdi nghiem thyc te khi mua hang theo each truyen thdng.
- Thir tu, can gidi thich ro cdng nghe bdo mat ma website sir dung va cam ket vdi khaeh hang rang cac thdng tin cd nhdn ciia hg se duge ma hda khi nhap vao website. Dieu nay se eiing cd niem tin va tao eho khdeh hang cam thay an toan va dam bdo khi mua hang true tuyln.
- 7'/7ii' ndm. xay dung chinh sach rd rdng ve boi thudng va khilu nai cua khach hang. Cac chinh sach ve bdi thudng ddi vdi hang hda can phai ed cac quy dinh dieu kien cu the ddi vdi tirng trudng hgp dugc bdi thudng, ke cac cac Idi khdng dugc bdi thudng cung can quy djnh ro de khach hang tham khao. Ddi vdi nhifng trudng hgp khieu nai hoac phan nan ciia khach hang can phai giai quyet nhanh va hgp If, ddm bdo mang lai su hai Idng cho khach hang. Cdng tac giai
Tgp chi Phdi men kmh le 278 (12/2013) 26-38
Bill Thanh Trang | 3 7
quyet bdi thudng va khieu nai ddi hdi phai cd ngudn Iuc dugc dao tao chuyen nghiep va nghiem tiic thuc hien theo chinh sach ctia cdng ty, tranh tinh trang gay phien phiic cho ngudi mua.
6. Han che va hirdng nghien ciru tiep theo
Nghien ciiu nay cdn mdt sd han che nhu chi thyc hien khao sat khach hang mua sim true tuyen chung cho tat ca cac mat hang, va phuong phap ehgn mau thuan tien nen han che ve tinh tdng quat hda ciia de tai. Vi vay, hudng nghien euu tiep theo nen khdo sdt khdch hdng mua hang true tuyen theo timg nhdm mat hang. Nghien cim nay tap trung vao kiem djnh ihang do bing he sd tin cay Cronbach's Alpha va phan tich nhan td khdm phd -EFA, phan tich tucmg quan va hdi quy tuyen tinh bdi. Do vay, de kiem djnh md hinh Ii thuyei cao hon thi cdc nghien cuu tiep theo nen sir dung md hinh cau true SEM. Md hinh eau tnic SEM cho phep udc lugng ddng thdi cac phan tu trong tdng the md hinh, mdi quan he nhan qua giifa cae khai niem. do ludng cdc mdi quan he dn djnh va khdng on djnh. cac nhan Id anh hudng Iryc liep ciing nhu gian tiepB
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