Van dung ly thuyet TPB trong nghien cu'u si/ sin sang
mua hang may mac noi dja
DANG THI KIM THOA' Tom tit
Nghien cUu ndy van dting ly thuyit hdnh vi dff dinh (Theory of Planned Behavior - TPB) de dff dodn hdnh vi cua ngudi tieu dung Viet Nam khi mua cdc sdn phdm may mac ngi dia. Kit qud nghien cffu cho thdy, nhdn thffc vi chdt lugng sdn phdm, chudn ch& quan, tinh vi ch&ng tieu dttng cd tdc ddng tich cffc den sff san sdng mua hdng ndi dia, trong khi khdng tim thdy sff tdc ddng cua tinh thdn yeu nudc. Tff dd, nghien cUu de xudt mdt sdkien nghi nhdm tdng cUdng y dinh mua hdng ndi c&a ngudi tieu dung Viet Nam trong thdi gian tdi.
Tif khoa.' TPB, hdng may mdc, thi trUdng ndi dia, ngudi tieu dung Summary
Ihis study utilizes Theory of Planned Behavior (TPB) to predict behavior of Vietnamese consumers when buying local garments. The result indicates that awareness of product quality, subjective standards, ethnocentric consumers create a positive impact on the willingness to buy domestic goods, while patriotism does not. Since then, the study proposes a number of recommendations to strengthen Vietnamese consumers buying those products in the coming time.
Keywords: TPB, garments, domestic market, consumers
^
GIOI T H I E U tac ddng cua mdt sd nhan td' thupc ve ca nban ngtfdi tieu dung. Dieu nay se cd y ngbia thtfc tidn cho cac nha Nhieu nam qua, nganh det may ludn hoach dinh chinb sach va doanh nghiep ve nhttng yen td la nganh tien phong ttong chie'n Itfpc xua't cd anh htfdng, tren cd sd dd dtfa ra cac giai phap chinh khau hang hda, mang ve cho da't ntfdc sach tac ddng phu hdp de kich thich stf pbat trien cua tbi mpt Itfdng ngoai te Idn. Tuy nhien, ttong trtfdng npi dia dd'i vdi hang may mac.
sudt mdt thdi gian dai, cac doanb nghiep
ttong nganh chi cbu ttpng tdi san xua't CO s 6 LY T H U Y E T
phuc vu xua't kha'u, ma bd ngd tiii tiiidng VA PHtfONG P H A P N G H I E N CtfU ttong ntfdc.
Neu trtfdc day, ngtfdi tieu dung Viet Casdly thuyit vd md hinh nghien cffu
Nam thtfdng chuong stt dung hang may Ly thuye't banh ddng hdp ly (Theory of Reasoned san xua't xtt ttt Trung Qud'c, thi bien nay Action - TRA) (Fishbein & Ajzen, 1975) dttdc xem la hp lai cd xu httdng ltfa chpn hang may mdt ttong nhttng hpc thuye't hiili icb ve nghien ctttf hanh mac cua Viet Nam. Nhtt vay, dd'i vdi cac vi ngtfdi tieu dilng ttong linh vifc tam ly xa hpi (Mark, C.
doanh nghiep may mac Viet Nam, thi & Christopher J.A, 1998). Ve cd ban, ly thuye't nay dtfa trtfdng ndi dia dang dtfdc danh gia la cdn tten quan diem cho rang, y dinh (hay ddng cd) cua mdt ca rat tiem nang. nhan se quye't dinh banh vi cua ca nban dd; y dinh manh Do do, ttong nghien ctfu nay, dtfa tten hdn, thi dtfdng nhtf kha nang tbtfc hien hanh vi do se cao ly tiiuye't TPB, tac gia de xua't md hinh bdn. Y dinh tham gia mdt banh vi cu tiie dtfa tten thai dp nghien culi y dinh mua hang may mac ndi htfdng tdi hanh vi (Attitade toward tiie behaviour) cung dia eua ngtfdi tieu dung Viet Nam dtfdi nhtf chuan chu quan (Subjective norm). Han che cua ly 'ThS., Trtfdng Dai hoc Kinh te Quoc dan I Email: kitrt-oa^hcC , ahoo.com
Ngay nhan bai: 25/08/2016; Ngay phan bien: 01/09/2!. .'^ •:,= , :,^c ' i r ; •^1/09/2016
Economy and Forecasl Review f^ 1
HINH: MO HINH NGHIEN CflO DE XUAT Nhan thiic v6 chat
liriyng hang ngi
Chuan chii quan Tinh vi chung trong
tieu dung Tinh thdn yeu nu-crc
B A N G 1: KET QUA KIEM DINH KMO VA BARTLETT
S y san sang m u a h^ng nOi
Kaiser-Meyer-Olkin Measure of Sampling Adequacy
Bartiett's Test of Sphericity
Approx. Chi-Square df
Sig.
,861 4423,203 276 ,000 BANG 2: BANG MA TRAN XOAY CAC NHAN TO
Bi&'n quan sat Tinh
than yeu nifSc
Tinh vi chung tieu ding
Nhan thifc ve chat lu'dng hang npi Su" san sang mua hang noi
Chuan chu quan
Toi cam thS'y ra't hanh dien tren manh da't Viet Nam cua chiing toi
Toi tu hao la mot ngvtbi Viet Nam
Toi cam tha'y that tuyet vdi khi ngam la cd Viet Nam tung bay Toi yeu da't mfdc toi
M5i lln nghe Quo'c ca, toi thay xdc dong rat manh Se la khong ddng ne'u mua san pham may mac nhap khiu Nhiing ngif&i tieu dUng Viet Nam sijf dung hang may mac ngoai nhap phai chiu trach nhiem v l viec ho da day nhiJng ngufli Iao dong ciia minh de'n tinh trang that nghiep
Mua san pham may mac nhap khau khong phai li ngtfdi Viet Nam
NgUSi Viet Nam khong nen mua hang may mac nhap khau, bdi nhif the se lam tSn hai de'n nen kinh te Viet Nam va gay ra nan that nghiep
Mot ngifdi Viet Nam thtfc su" nen luon mua hang may mac do Viet Nam san xua't
Cac san pham may mac noi dia thufdng kha tin cay va ben Cac san pham may mac npi dia co mau sac va thie't ke sac net Cac san pham may mac npi dia co trinh dp cong nghe cao Cac san pham may mac npi dia dang dSng tien
Cac san pham may mac npi dia difpc san xult mpt each can than va c6 tay nghe to't
Hau nhtf toi co'gang mua cac san pham may mac ciia cac cong ty trong nifdc
Toi mua hang tnfdc he't tai cac cijfa hang ban le nS life ban mpt loat cac san pham may mac trong nUdc
Bat ciJ khi nao cd the, toi deu danh thdi gian xem xet cac nhan hieu de chu dpng mua them cac thu'dng hieu cua cac cong ty trong nifdc
Ne'u can mua quan ao, toi tin rang minh se mua quan ao cua cac doanh nghiep Viet Nam
Ban be va ngUdi than ciia tdi dang diing san pham may mac cua Viet Nam
Nhitng ngifdi toi hay tham khao y kie'n dang diing san pham may mac cua Viet Nam
Nhifng ngudi toi hay tham khao y kie'n ung hp toi mua san pham may mac cua Viet Nam
Ban be va ngifdi than ciia toi deu tan thanh viec toi mua san pham may mac cua Viet Nam
Nhu'ng ngudi toi bie't ndi vdi toi rang toi khong nen mua san pham may mac cua Trung Quo'c
Eigenvalues Cumulative %
NhSn te' 1
,900 ,894 ,875 ,835 ,786
6,675 27,814
2
,803 ,759
,743 ,732
,607
4,071 44,776
3
,773 ,754 ,747 ,721 ,623
1,819 52,353
4
,773 ,761 ,723
,614
1,707 59,465
5
,731 ,703 ,688 ,682 ,639 1,284 64,816 Nguon: Tinh toan cua tac gia
62
Kinhte va DirM.,thuye't TRA la khdng giai fliich dtfdc nhtfng hanh vi bi tac dpng bdi ly tii.
De khac phuc diem nay, ly thuye't TPB da ra ddi (Ajzen, 1991), bo sung ttiem mdt nhan to' la nhan tbtfc kiem soat banh vi (PBC - Perceived Behavioural Conttol).
Nhtf vay, ly thuye't TPB cho rang, y dinh hanh vi cua ngtfdi tieu dilng bi anh htfdng bdi ba nhan td': thai dp dd'i vdi hanh vi;
nhan thtfc ve ap ltfc xa hpi dd'i vdi banh vi ca nhan - hay cdn gpi la chuan chii quan;
va nhan thtfc ve kiem soat hanh vi.
Tren cd sd nghien ctfu cua Ajzen (1991), Sharma S, Shimp TA, Shin J.
(1995), Soren Askegaard va GuUz Ger (1998),,. tac gia de xua't md hinh nghidn ctfu ve Slf sSn sang mua hang may mac npi dia cua ngtfdi tieu dung nhtf Hinh, bao gom cac ye'u td': Nhan tbtfc ve chat Itfdng hang ndi; Chuan chu quan; Tinh vi chung trong tieu dting; va bd sung thdm mdt ye'u t6'la Tinh than yeu ntfdc.
PhffOngphdp nghien cihi
Dd'i tadng khao sat la ngtfdi tieu dhng tre (ttt 18 de'n 30 tadi) ttdn ca ntfdc. Hp la nhtfng ngtfdi dai dien cho the' he tre vdi nhu can mua sam hang may mac Idn.
Dit heu dtfdc thu thap thdng qua phdng van ca nhan bang bang cau bdi pbat cbo ban be, ngtfdi than va nhffng ngtfdi dang mua sam hang may mac tai cac cuTa hang, chd, sidu tbi, trung tam mua sam...; mdt ph&n dtfdc thu thap qua bang hdi onhne.
Thdi gian thu tiiap ttf thang 04 de'n thang 08/2016. Td'ng cdng tbu dtfdc 352 bang hoi dtfdc phdng van bang phtfdng phap chpn mau ngSu nhien.
Nghien ctfu nay sur dung thang do Likert 5 mtfc dd ttt (1) boan toan khdng dong y de'n (5) boan toan dong y.
KET QUA NGHIEN CtfU Phdn tich nhdn tdkhdm phd (EFA) De rut gpn mdt tap gom nhieu bie'n quan sat thanh mdt nhdm cd y nghia bdn, nhtfng vin chtfa dtfng bau he't cac npi dung thdng tin cua bien ban dau, tac gia tien hanh phan ticb EFA.
Theo Bang 1, gia tri KMO dat 0,861 >
0,5, dong nghia vdi viec phan ticb nban to' la phu hdp. Kiem dinh Bartlett cho gia tri Sig. = 0,000 nen cac bie'n cd ttfdng quan vdi nhau ttong tong the. Ke't qua he so KMO va kiem dinh Bartlett nhtf vay cho tha'y, cd du dieu kien de tie'n hanh phan tich nban to (Bang 2).
Ke't qua phan tich nhan td cbo tha'y, 4
bie'n ddc lap va 1 bie'n phu thude deu cd gia tri Idn bdn 1 dtfdc rut trich tii' cac bie'n quan sat ban dau. Phtfdng sai trich Cumulative = 64,816% eho bie't, 5 bie'n nay giai thich dtfdc 64,816% dp bie'n tiiien cua dtt lieu. Tuy nhien, de' kiem tta xem heu cac bie'n quan sat ttong cae bie'n doc lap cd that stf giai thich cho khai nidm do Itfdng hay khdng, thl he so' Cronbach's Alpha cho tttng nban td' se dtfdc tbtfc hien.
Kiem dinh dg tin cgy cua thang do
Ca 4 nhan to' deu cd he so' Cronbach's Alpha Idn hdn 0,6, nen 4 nhan td' nay deu dam bao dp tin cay, cac bie'n quan sat trong cung nhan td' do Itfdng cung mdt khai niem.
Phdn tich hdi quy
Dieu kien can de phan tich hoi quy la cac bie'n dpe lap cd stf ttfdng quan dd'i vdi bie'n phu thupc, nghia la khi chi so Pearson > 0 va dp tin cay Sig. < 0,05. Ke't qua phan ticb ttfdng quan cua tae gia cho tha'y, cac bie'n ddc lap deu cd ttfdng quan nhS't dinh vdi bie'n phu thupc, dli dieu kidn de' phan tich hoi quy. Tuy nhien, bie'n Tinh than yeu ntfdc cd gia tri Sig. > 0,05, do vay bi loai khdi md binb boi quy. Kbi dd, dp ttfdng quan cua cac bie'n the hidn nhtf Bang 3. Md hinh boi quy sau khi dtfdc hieu chinh bao gom 3 bie'n ddc l$p: Nban thtfc ve chat Itfdng bang ndi, Chuan chu quan va Tinh vi chiing tieu dung.
Md hinh boi quy cd R Square = 0,395 chi ra ring, cac bie'n ddc lap giai thich dtfdc 39,5% phtfdng sai cua bie'n phu thude la stf san sang mua hang ndi dia.
Theo ke't qua phan tich hoi quy d Bang 4, md hinb hoi quy da bie'n the hien stf tadng quan gitta cac bie'n ddc lap va stf san sang mua bang ndi dia cua ngtfdi tieu dung, dieu nay dtfdc bieu dien thdng qua phtfdng tiinh sau:
WIL = 0,326 + 0,202*CET + 0,314*PJ + 0,396*SN Trong dd, WIL: Stf san sang mua bang ndi dia; CET:
Tinh vi chung tieu dung; PJ: Nhan thtfc chat Itfdng san pham; SN: Chuan cbu quan.
Nhtf vay, ta't ca cac bie'n ddc lap cua md hinh deu cd tac ddng de'n bie'n phu thupc do cd be sd' Beta dtfdng.
Trong do, Chuan chu quan cd anh htfdng Idn nha't vdi Beta = 0,396, chtfng td nhttng ngttdi xung quanh cd anh
B A N Q 3: DO TaONG QGAN CUA CAC ttHAN TO SAO HIEU CHI'NH
WIL
PJ
SN
CET
Pearson Correlation Sig. (2-tailed) N
Pearson Correlation Sig. (2-tailed) N
Pearson Correlation Sig. (2-tailed) N
Pearson Correlation Sig. (2-tailed) N
WIL 1 352 ,482"
,000 352 ,495"
,000 352 ,423"
,000 352
PJ ,482"
,000 352 1 352 ,337"
,000 352 ,418"
,000 352
SN ,495"
,000 352 ,337"
,000 352 1 352 ,260"
,000 352
CET ,423"
,000 352 ,418"
,000 352 ,260"
,000 352 1 352
**. Correlation is significant at the 0.01 level (2-tailed).
Nguon: Tinh toan cua tac gl
Economy and Forecast Review
63
BANG 4: CAC NHAN TO ANH HC/dNG DEN SCf SAN SANG MUA HANG Npl DIA ropfficipnts'
Model
1 (Constant) CET PJ SN
Unstandardized Coefficients B ,326 ,202 ,314 .396
Std, Error ,192 ,043 ,054 ,051
Standardized Coefficients
Beta ,218 ,275 ,345
t
1,697 4,709 5,780 7,726
Sig.
,091 ,000 ,000 ,000
Correlations Zero-order
,423 ,482 ,495
Partial ,245 ,296 ,383
Part ,196 ,241 ,322j
Coninearity Statistics Tolerance
,809 ,769 ,869
VIF 1,236 1,300 1,150 a. Dependent Variable: WIL
htfdng rat Idn de'n stf san sang mua ciia ngtfdi tieu dung, Nhan thtfc ve chat Itfdng san pham cd anh htfdng Idn thtf hai vdi Beta = 0,314 va Tinh vi chiing tieu dung tac ddng tha'p nha't de'n stf san sang mua vdi Beta = 0,202,
KET LUAN VA DE XUAT
Nghien ctfu cbo tha'y, cd 3 nhan td' tac ddng de'n srf sfn sang mua bang may mac ndi dia cua ngtfdi tieu dung Viet Nam theo mtfc dp anh htfdng ttt manh de'n ye'u la: Chuan chu quan, Nhan thtfc ve cha't Itfdng hang ndi va Tinh vi chiing tieu dilng, Dieu nay cd nghia la, khi ngtfdi tieu dung cd stf iing hd ciia nhttng ngtfdi xung quanh, nhan thtfc rd chat Itfdng san pbam ndi va cd tinh than vi cbiing vdi hang ndi, thl hp se cang tfu tien chpn san pham cua cac doanb nghiep trong ntfdc, Tren cd sd dd, nghien ctfu dtfa ra mdt sd' de xua't sau:
Thff nhdt, Nha ntfdc can cd cac chinh sach tap trung
Ngu6n: Tinh toan cua tac gia
tdn vinh cac gia tii dan tdc, kich thich tinh than ttf tdn va ttf hao, gitip ngttdi tieu dilng tang etfdng tinh vi chung ttt dd cd flnh cam va ung bd vide tieu dung bang npi.
Thff hai, eac doanh nghiep can chu y dau ttt cdng nghe, tSp trung vao khau thie't ke', tich ctfc dd'i mdi san pham, dam bao chat Itfdng san pham khdng thua kem hang ngoai nhSp, ciing nhtf bang gia cdng - xua't khau bien nay.
Thff ba, tang ctfdng cac chtfdng tiinh quang ba va tayen truyen ve san pham ndi va khuye'n khich stt dung bang ndi. Ngtfdi tieu dung tte tadi thtfdng cd xu htfdng mua theo nhdm, chia se thdng tin ve san pham vdi nhau, nen rat can cd cac boat ddng de khuye'n khich hp tim bieu, gidi thieu va cung nhau mua san pbam npi.Q
J^AUJEUJCHAM KHAO
1. Ajzen, 1. (1988). Attitudes, personality, and behavior, Milton Keynes: Open University Press 2. Ajzen, I. (1991), The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211
3. Ajzen, I. (2011), The theory of planned behaviour: reactions and reflections. Psychology &
Hea/f/z, 26(9), 1113-1127
4. Fishbein, M,, & Ajzen, I, (1975). Belief attitude, intention, and behavior: An introduction to theory and research, Reading, MA: Addison-Wesley
5. Conner, M, and Armitage, C. J. (1998), Extending the Theory of Planned Behavior: A Review and Avenues for Further Research, Journal of Applied Social Psychology, 28, pp. 1429-1464
6. Sharma S, Shimp TA, Shin J. (1995). Consumer ethnocentrism: a test of antecedents and moderators. Journal ofthe Academy of Marketing Science, 23(1), 26-37
7. Soren Askegaard and Guliz Ger (1998). Product-Country Images: Towards a Contextualized Approach, E - European Advances in Consumer Research, 3, 50-58
QUANG CAO SO 23 ^^TSmiVW^ KINH TE VA DU BAO
Ngan hang Ndng nghiep va Phat ttie'n ndng thdn g j ^ 2 Ban Quan ly Khu kinb te'Phii Qud'c g j ^ 3 Cdng ty Co' phan XNK Td'ng hdp Binh Phtfdc " g j ^ ^ Chi nhanh hda dau Sai Gdn Tranw trong Trtfdng Cao dang nghe cP dien Tay Bac Trang trong Cdng ty Cd' phan dtfdc pham Tipharco Trann iron?
Cdng ty Co phan dtfdc Hau Giang Tranf, uon
