Cac nhan to anh hu'dng den y djnh suf dung djch vu 4G
d khu VLfc Dong bing song Culi Long
DANG XGAN HUV Torn tat
Nghiin ciiu sd dung phuang phdp phdn tich dinh lugng nhdm ddnh gid cdc nhdn tddnh hudng de'n y dinh sd dung dich vu 4G d khu vuc Dong bang sdng Cdu Long. Ki't qud nghiin cdu cho thdy, Ydinh sddung dich vu 4Gdkhu vUc Dong bdng sdng Cdu Long chiu sutdc dgng cua Cdm nhdn gid tr} thdng qua cdc nhdn told: Suda dang; Thuan lien; Chdt lUOng dich vu; Gid.
Keywords: cdng nghi 4G, thuan tien, suda dgng cua dich vu, cdm nhdn gid tri, cdng nghi mdi Simimary
This study employs quantitative method to evaluate determinants of the intention in using 4G services in the Mekong Delta region. The outcome shows that the aforementioned intention is affected by Perceived value through factors of Diversity; Convenience; Service quality; Price.
Keywords: 4G technology, convenience, diversity of services, perceived value, advanced technology Giai THIf U
Khu vyc Dong bang sdng Cffu Long la khu vyc rdng Idn, gdm 1 thanh phd trffc thudc Trung ffdng vd 12 tinh. Ddng bdng sdng Cu^i Long chidm 13% didn tich cd nffdc, nhffng la ndi sinh sd'ng eua hdn 19%
ddn sdcd nffdc. Chinh vi vay, vide nghien cliy cdc nhan td dnh hffdng ddn y dinh sff dung dich vu 4G d khu vyc Dong bdng sdng Cihi Long Id rd't can thie't, nhd't la dd'i vdi cde nhd cung cd'p mang di ddng.
CO set LY THUYET VA PHl/aNG PHAP NGHIEN CLfU
Cd sd ly thuyd't
Md hinh Chd'p nhdn Cdng nghe TAM (Technology Acceptance Model) dffdc de xud't bdi Davis (1989). TAM d^X(}c thid't ke'ddc bidt cho ngffdi diing chdp nhan md hinh hda cde hd thd'ng thdng tin; Tdp trung vdo diai dp duy nha't bang cdch bd qua quy tSc chu quan do flnh trang ly thuyd't vd tam 1^ khdng chac chan. Theo md hinh nay, hai nhan to'chi phd'i gidn tidp la Cdm nhan ve sff hifu ich vd De ddng su" dung cua sdn ph^m, edng nghd dffdc de cap dd'n.
Ng-Kruelle vd cOng sy (2002) dinh nghTa, thuan tien Id lam did' nao de
mdt so' hoat dpng dffdc thffc hidn dd ddng hdn, Thudn tidn cd bao g6m tinh thay ddi, trong dd de cap quyen truy cap trong thdi gian thffc hidn thdng tin va truyen thdng (Margherita Pagani, 2004).
Theo Lewis (1989), chd't Iffdng dich vu la mdt quydt dinh eua ngffdi tidu diing vd cde kel qua so sdnh giiJa mong dpi ciia ngffdi tieu dung va nhan thffc ciia hp ve thffc hien dich vu thffc td'. Ruth N Bolton va James H Drew (1991) cho rang, ddnh gid cha't Iffdng djch vu tdng the cua khach hang phu thudc vdo khoang cdch giffa ky vpng va nhan thffc ciia cdc cap hidu sud't thyc te'.
Theo Zeithaml (1988), gid tri cdm nhan la sy ddnh gid tdng thd ciia ngffdi tidu dung ve tien ich eiia mdt san phdm hay dich vu dya vdo nhdn thffc cua hp ve nhffng gi nhan dffdc va nhffng gi phdi bd ra. Zeithaml danh gid nhff mdt sy so sanh giffa hai thdnh phan "nhdn dffdc" va "bd ra" eiia san pham, dich vu. Zeithaml (1988) Idp ludn rang, mdt sd'ngffdi tidu dung cdm nhan dffpc gid tri khi cd mdt mffc gia tha'p, nhu^g ngffdi khdc cam nhan dffde gid tri khi ed mdt sff edn bang giffa chd't lypng vd gia ed. Nhff vdy, nhffng ngffdi tieu diing khdc nhau, cde thdnh ph^n cua gid hi cam nhan cd thd la khdc bidt.
Dya trdn nhffng nghidn effu trffdc, tde gid de xud't md hinh nghien effu nhff Hinh 1.
Mdt sd'gid thuyd't dffa ra la:
HI: Sy da dang cua dich vu do 4G cung cap anh hffdng tich eye dd'n sy diudn tien ff-ong viec su'dung 4G.
H2: Sy da dang ciia dich vu do 4G cung ca'p anh hydng tich eye dd'n cam nhan gid tri cua 4G.
' Pho Chu tjch Hpi Doanh nghiep tre Viet Nam
Ngdy nh$n bdi: 27/02/2020; Ngdy phdn bi?n- 18/05/2020; Ngdy duy?l ddng 26/05/2020
Economy and ForecaM Revi
53
HIMH 1: MO HINH NGHIEM CdU DE XUAT
hgudn: Tac gia de xuat BAMG 1: KET QUA KIEM DjNH CRONBACH'S ALPHA
CAC THANG DO STT
1
? 3 4 5 6
Thang do Si/dadane (SDD) Stf thuan Uen (TT) CM lifche dich vu (CLDV) Gia ca (GIA) Cam nhan eia tri (CNGT)
•^ dinh mua (YDM)
Struts
jfpan sat
4 3 3 3 4 5
CrqidMdi^
Alpha 0.844 0.706 0.866 0.664 0.808 0.740
qnmgiObH&
0.659 0.613 0.751 0.445 0.470 0.526 BANG 2: KET QUA PHAN TICH EFA DOI VCil CAC THANG DO
Sd CAM NHAM OlA TR] CUA KHACH HANG B i f N QUAN SAT
SDDl SDD2 SDD3 SDD4 CLDVI CLDV2 CLDV3 TTI TT2 TT3 GIAI GIA2 GIA3 Eigenvalue PhUdns sai trich (%) Cronbach's Alpha
N H A N T O SDD
.806 .751 822 874
3294 68.750 0 844
CLDV
868 .893 .886
2566 54.626 0.0706
TT
.618 .875 .834
1618 39.503 0.866
GIA
.795 .763 .732 1454 21.149 0 664 BANG 3: CAC THSMG SO CUA TCfNG BiEN
TRONG PHddMG TRIMH H 6 I QUY THCf 1 Coefficients' NhdntCT
I (Hang so) TT
Hf stf chtfa chu^D hoa
B 2.155
.379 Sai stf
343 ,099
H^stf chu&ihoa
Beta ..M3
t 6.291 3.817
Sig.
.000 .000
Thtfngkd trpng tuye'n Dune sail VIF
I 000 1.000 a Bien phu thuoc. TT
H3: Nhan thffc thudn tien dnh hffdng tich eye dd'n cam nhan gid tri ciia 4 0 .
H4: Cha't Iffdng dich vu anh hffdng tich eye dd'n cam nhdn gid tri cua 4G.
H5: Gid ca anh hydng tieu cffc den cam nhan gid tri eiia 4G.
H6: Cam nhan gid tri anh hffdng tich eye den y dinh hdnh vi ciia ngffdi sOr dung thdng qua 4G.
Phif(mg phap nghidn cihi ^ Khdo sdt dffdc diyc hien ddi vdi 126 ngffdi surdung dich vu 4G cd dang ky Uiud bao trd sau ciia 3 nha cung ca'p djch vu ehinh trdn thi trffdng vidn thdng khu vffc Ddng bang sdng CuTu Long la Vinaphone, Mobifone va Viettel. Kd't qua thu ve dffdc 111 phidu hdp Id. Khao sdt dffdc thyc hidn trong quy IV/26l9. Dff lieu hdp^Ie dyoc dffa vao xu' ly thdng qua phan mem SSPS 20.0 (Bdi vii't sd dung cdch viet sd thap phdn theo chudn qudc ti').
KET QUA NGHIEN CLAJ
K i ^ # i h thang do va md lunh do h t ^ Bdng 1 cho thd'y, he sd' Cronbach's Alpha ciia ta't cd edc thang do ddu Idn hdn 0.6, edc hd sd tffdng quan bie'n-tdng ddu Idn hdn 0.3. Do do, ta't ca cdc thang do deu dffdc siJ dung trong bffdc phdn tich nhdn to khdm phd (EFA) vd hdi quy tie'p theo (Nunnally va Bumstein, 1994).
Kd't qua phSn tich EFA Kd't qud phan tich EFA eho thay, 13 bid'n quan sdt trong 4 thanh phan dnh hffdng Cam nhdn gid tri dich vu 4G cd hd sd KMO = 0.7I0I, ndn phdn tich EFA phu hdp vdi dff lidu. Thd'ng kd Chi- quare ciia kiem dinh Bertlett dat gid tri 533.577, vdi mffc y nghia 0.000, do v^y, cdc bid'n quan sdt cd tffdng quan vdi nhau xet trdn pham vi tdng the. Phffdng sai trich 68.710%, ed nghia Id 4 nhdn td' nit ra giai thieh dffde 68.710% sy bid'n thidn ciia dff lieu, tai he sd Eigenvalue b^ng 1.454. Nhff vdy, ede nhan td trich ra deu dat dd tin cay va do gid tri (Bdng 2).
PliSn tich hdi quy
Phdn tich hdi quy dffdc thffc hidn theo phffdng phdp Enter. Cd 3 md hinh hoi quy can thffc hien: Md hinh thff nhat (hdi quy ddn bie'n) nham xdc dinh mffc do tdc ddng eua Sy da dang den Sff thudn tidn;
Md hinh thff hai (hdi quy da bid'n) nhim xdc dinh vai trd quan trpng ciia tffng nhdn to' tdc dong de'n Cam nhdn gia tri;
Md hinh thff ba (hdi quy ddn bid'n) nham xdc dinh mffc dd tdc ddng ciia Cam nhan gia tri de'n Y dinh mua eua khdch hdng.
Ket qua hdi quy tuye'n tinh cho tha'y, h?
sd xdc dinh R cua ede md hinh nhff sau:
Md hinh I: R^ la 0.118 va R^ di^u ehinh la 0.110. nghia Id md hinh da gidi thich dffdc 11.0% sy bien thidn ciia bidn phu thudc Sff thuan tidn cua khdch hdng.
Md hlnh 2: R^ la 0.604 va R^ dieu chinh Id 0.589. nghia Id mo hinh da gidi thich
54
Kmh lev a DirModffdc 58.9% sff bidn thien cua bie'n phu thudc Cdm nhdn gid tri cua khach hang.
Md hinh 3: R^ la 0.415 vd R^ dieu ehinh Id 0.410, nghia Id md hinh da giai thich dffdc 41.0% sff bidn thidn cua bidn phu thudc Y dinh mua cua khdch hang.
Kdt qua kidm dinh md hmh ly thuyet Tff nhuhg phdn tich trdn, cd the kdt ludn rdng, md hinh ly thuye't thich hop vdi dff lidu nghidn cffu vd cdc gia thuyet nghidn cffu dffdc chap nhan la HI, H2, H3, H4, H5 vd H6. Kdt qud kiem dinh md hinh IJ thuydt dffdc minh hoa qua Hinh 2.
KET IV^N VA HAM Y
Kdt qud nghidn cilu cho thay, y dinh sff dung dich vu 4G d khu vffc Ddng bang sdng C ^ Long chiu sy tdc ddng cua Cdm nhdn gid tri thdng qua cdc nhan td Id: Sy da dang; Thu^n tien; Chd't Iffdng dich vu;
Gid. Trong dd, Gid cd Id tidn dd quan trpng nhd^t, tid'p theo Id Sy thudn tidn va Chat Iffdng dich vu. Hay, Gia ca cd the dffdc xem la mdt trong nhffng nhan td' quan trpng nhd't trong vide dp dung rdng rdi dich vu 4G. Viec tiet kidm thdi gian vd nd Iffc (Sff thuan tidn) dffde cung cd'p bdi dich vu 4G cd mdt tdc ddng ddng ke ve gid tri. Cdc dnh hffdng cQa cha't Iffdng dich vu thd'p hdn. Mot phdt hien quan trpng Id tdc dung eua nhieu loai dieh vu tren Cdm nhan gid tri Id khdng ddng kd.
Tren cd sd ket qud nghidn effu, tde gid dffa ra mpt so hdm y sau:
MQI Id, nghidn cffii thffe nghiem ve vide chd'p nhdn dieh vu 4G va cung cap thdng tin v l eho md hinh gid trj Zeithaml (1988). Cdc nhdn td, nhff: Sff thudn tidn va Chd't Iffdng dieh vu thdm vao cdc khia
BANG 4: CAC THONG SO CGA TCTNG BIEN TROMG PHddMG TRIMH HOI QUY THCT 2
CnefTkiftnlfl- NhSn ttf
1 (Hane sol SDD TT CLDV GIA
H$ 80 chifa chutfn hoa
B ISaistf -.463
.250 251 149 500 a Bien phu thuoc'CNGT
.340 060 066 .049 .058
Hfstf rhiifln hi^^
Beta 273 .248 .185 .542
t -1 362
4 182 3.793 3 022 8.635
Sig.
.176 .000 .000 003 000
Hitfng ke
.877 875
1.140 1.143
BANG 5: CAc THONG SO c d A TSMG BIEM TRONG PHtTdNG TRINH HOi QGY THCf 3 1 ^ ^^r Coefficients* i f l l H ^ B B ^ 1 Nhdnttf
1 (Hing so) CNGT
U^stf chiA chu^n hoS
B 663 779 a. Dependent Variable: YDM
Sai stf 329 089
H$stf c h u ^ h o ^
BeU 644
t 2013 8.795
Sig.
047 000
ThtfngkS trgng tuytfn Dung sai
1 000 VIF
1 01)0 rSguon. Tinh tt HINH 2: KET QuA KIEM D[NH MO HINH L* THtlYET
Mgudn: Ket qua nghien cJu cua tac gia canh ldi ich cua Cam nhan gid tri, la gid ca them vao cdc khia canh chi phi.
Hai la, Cdm nhin gid tri diTdc tira thS'y la mot nhan t6' di^ bdo ddng ke ve y dinh mua. Dieu nay Mm J rang, mot ngiidi tieu dung thay gia tri Idn trong mpt sdn pham/dich vu la c6 khi nang mua/chS'p nhan no tot.
Ba la, SU da dang khong tntc tie'p dnh hirSng dfo Cam nhan gid tri, ma dUdc thuc hien qua trung gian bcli Su thuSn tien.O
TAI LI¥U THAM K H A a — 1. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology, MIS Quarterly, 13(3), 318-330
2. Ng-Kruelle, G., Swatman, P A., Rebne, D.S. and Hampe, J. F (2002). The Price of Convenience, Quarterly Journal of Electronic Commerce, 3(3), 273-286
3. Nunnally, J. C , & Bernstein, 1. H. (1994). Psychological theory. New York, NY: MacGraw- Hill, 131-147
4. Lewis, B. R. (1989). Quality in the Service Sector: A Review, International Journal of Bank Marketing, 7(5), 4-12
5. Parasuraman, A., Berry, L.L. and Zeithaml, V. A (1988). SERVQUAL: A multiple-item scale formeasuring customer perceptions of service quality. Journal of Retailing. 64( 1), 12-40
6. Ruth N Bolton and James H Drew (1991). A Multistage Model of Customers' Assessments of Service Quality And Value, Journal of Consumer Research, 17(4), 375-84
7. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Modeland Synthesis of Evidence, Journal of Marketing. 52(3), 2-22
Economy and Forecjsi Review
