nghien cuu cac yeu to anh huong den y dinh su dung dich vu mua hang dien tu qua mang nam 2010

i Hc Quc Gia TP. H Ch Minh TRNG I HC BCH KHOA

-------------------------------------

HONG QUC CNG

NGHIN CU CC YU T NH HNG N NH S DNG DCH V

MUA HNG IN T QUA MNG

Chuyn ngnh: QUN TR KINH DOANH

LUN VN THC S

TP.H CH MINH, thng 7 nm 2010

CNG TRNH C HON THNH TI

TRNG I HC BCH KHOA I HC QUC GIA TP H CH MINH

Cn b hng dn khoa hc : TS. Nguyn Thy Qunh Loan Cn b chm nhn xt 1 : TS. L Thnh Long Cn b chm nhn xt 2 : TS. Nguyn Qunh Mai Lun vn thc s c bo v ti Trng i hc Bch Khoa, HQG Tp.

HCM ngy 30 thng 07 nm 2010. Thnh phn Hi ng nh gi lun vn thc s gm: 1. PGS. TS. Bi Nguyn Hng 2. TS. Nguyn Thy Qunh Loan 3. TS. L Thnh Long 4. TS. Nguyn Qunh Mai 5. TS. Trng Quang c Xc nhn ca Ch tch Hi ng nh gi lun vn v B mn qun l

chuyn ngnh sau khi lun vn c sa cha (nu c). Ch tch Hi ng nh gi lun vn B mn qun l chuyn ngnh

I HC QUC GIA TP. HCM CNG HO X HI CH NGHI VIT NAM TRNG I HC BCH KHOA c Lp - T Do - Hnh Phc KHOA QUN L CNG NGHIP ---oOo--- ----------- TP. HCM, ngy 30 thng 06 nm 2010

NHIM V LUN VN THC S

H v tn hc vin: Hong Quc Cng Gii tnh: Nam Ngy, thng, nm sinh: 01/01/1979 Ni sinh: Cn Th Chuyn ngnh: Qun tr kinh doanh MSHV: 01708008

1- TN TI:

Nghin cu cc yu t nh hng n nh s dng dch v mua hng in t

qua mng.

2- NHIM V LUN VN: (1) Xc nh cc yu t tc ng n nh s dng ca ngi s dng dch v

mua hng in t qua mng (MHTQM).

(2) a ra nhng kin ngh, xut cho cc nh cung cp cc chng trnh

MHTQM trong vic thit k cc tnh nng, dch v cung cp cho ngi s

dng

3- NGY GIAO NHIM V: 02/02/2010 4- NGY HON THNH NHIM V: 30/06/2010 5- H V TN CN B HNG DN: TS. Nguyn Thy Qunh Loan Ni dung v cng Lun Vn Thc S c Hi ng Chuyn Ngnh thng qua. CN B HNG DN CN B MN QUN L CNG NGHIP (H tn v ch k) (H tn v ch k)

LI CM N

Trc tin, ti xin chn thnh cm n c TS. Nguyn Thy Qunh Loan tn tnh

hng dn, truyn t kin thc, kinh nghim cho ti trong sut qu trnh thc hin

lun vn tt nghip ny.

Xin gi li cm n n qu thy c Khoa Qun l cng nghip Trng i hc

Bch Khoa TP.HCM, nhng ngi truyn t kin thc qu bu cho ti trong

thi gian hc cao hc va qua.

Sau cng, xin c dnh li tri n su sc cho b m, nhng ngi nui dy ti

khn ln v ht lng quan tm, ng vin ti hon thnh lun vn tt nghip ny.

TP.HCM, thng 7 nm 2010

Hong Quc Cng

i

TM TT

Nghin cu ny c 2 mc tiu c bn l: (1) Xc nh cc yu t tc ng n nh s dng ca ngi s dng MHTQM, (2) a ra nhng kin ngh, xut cho cc nh cung cp cc dch v MHTQM trong vic thit k cc tnh nng, dch v nhm p ng cc yu cu ca ngi tiu dng. Nghin cu c tin hnh qua hai giai on l nghin cu nh tnh v nghin cu nh lng.

Nghin cu nh tnh xc nh c 6 yu t cc yu t tc ng n nh s dng dch v MHTQM gm: (1) Mong i v gi, (2) Cm nhn s tin li,(3) Cm nhn tnh d s dng (4) Cm nhn s thch th, (5) nh hng x hi, (6) Cm nhn s ri ro khi s dng. Ngoi ra m hnh cng s c xem xt s nh hng n nh s dng ca 3 bin nhn khu l: gii tnh, thu nhp, tui tc.

Nghin cu nh lng c thc hin thng qua bng cu hi kho st. Nghin cu s dng phn tch hi quy a bin thng qua phn mm SPSS 16.0 vi s lng mu l 467.

Kt qu phn tch hi quy a bin cho thy m hnh nghin cu ph hp vi d liu kho st, cc gi thuyt u c chp nhn. Cc gi thuyt v cc yu t mong i v gi, nhn thc s thun tin, nhn thc tnh d s dng,nh hng x hi, cm nhn s thch th c tc ng dng n nh s dng u c chp nhn. Gi thuyt nhn thc ri ro khi s dng c tc ng m n nh s dng cng c chp nhn.

Cc kt qu ca nghin cu gip cc nh cung cp dch v hiu r hn v cc yu t tc ng n nh s dng ca ngi tiu dng qua mng. T , c th nh hng vic thit k v pht trin cc chc nng, dch v p ng nhu cu ca ngi tiu dng. Bn cnh , nghin cu cn ng gp thm mt ti liu khoa hc trong lnh vc mua hng qua mng, thng qua vic xy dng mt m hnh l thuyt gii thch cc yu t tc ng n nh s dng ca ngi tiu dng trong vic mua hng in t qua mng, n gip cc nh nghin cu hiu r hn v th trng Vit Nam.

ii

ABSTRACT There are 2 main objectives of this research: (1) Identify the factors affecting the Usage Intention of online shopping for electronic goods services, (2) Suggest solutions to online shopping for electronic goods service providers to improve the functions, services to meet the consumers requirements. This research includes two phases: qualitative exploratory study and quantitative official study. In qualitative exploratory phase, the study identified factors affecting to online shopping for electronic goods services such as: (1) Perceived of price, (2) Perceived of convenience, (3) Perceived ease of use, (4) perceived of enjoyment, (5) Social influence, (6) Perceived of risk. In quantitative official phase, 467 samples of questionnaire were collected (SPSS 16.0 software was used in processing collected data). Multiple regression analysis results showed that the model was met with collected data and all hypotheses were accepted. Hypotheses such as: Perceived of price, Perceived of convenience, Perceived ease of use, Perceived of enjoyment, Social influence affecting positively to Usage Intention of online shopping for electronic goods services are supported. Besides, Perceived risk affecting negatively to Usage Intention of online shopping for electronic goods services is supported too. The results of this study help providers to understand deeply the factors affecting Usage Intention of online shoppers. So they can improve the design and development functions and services that meet the consumers needs. Besides, the study also provides a scientific documents on online shopping, through building a framework of factors affecting to Usage Intention of online shopping for electronic goods services, it will help researchers to understand deeply about Vietnam market.

iii

Mc Lc LI CM N.............................................................................................................. i

TM TT...................................................................................................................ii

ABSTRACT...............................................................................................................iii

MC LC ................................................................................................................. iv

DANH MC HNH...................................................................................................vi

DANH MC BNG ................................................................................................vii

DANH MC CC T VIT TT .........................................................................viii

Chng 1. M U ..................................................................................................1

1.1 Tnh cp thit ca ti: .............................................................................. 1

1.2 Mc tiu nghin cu ....................................................................................2

1.3 Phm vi nghin cu...................................................................................... 2

1.4 Gii hn ti ..............................................................................................3

1.5 B cc ca lun vn ..................................................................................... 3

Chng 2 C S L THUYT V M HNH NGHIN CU ............................. 5

2.1 Tng quan ....................................................................................................5

2.2 Cc m hnh l thuyt lin quan ..................................................................9

2.3 Cc nghin cu thc hin trc y .......................................................... 13

2.4 M hnh nghin cu xut ...................................................................... 22

2.5 Tm tt chng 2 ....................................................................................... 27

Chng 3. PHNG PHP NGHIN CU ...................................................... 28

3.1 Thit k nghin cu.................................................................................... 28

3.2 Xy dng thang o s b ........................................................................... 28

3.3 Nghin cu nh tnh.................................................................................. 33

3.4 Nghin cu nh lng .............................................................................. 39

3.5 Tm tt chng 3 ....................................................................................... 44

Chng 4. KT QU NGHIN CU................................................................. 45

4.1 c im mu kho st .............................................................................. 45

4.2 nh gi tin cy thang o ..................................................................... 48

iv

DANH MC HNH Hnh 2.1 T l mt hng c mua trong 3 thng lin tc trn ton th gii ............7

Hnh 2.2 Thuyt hnh ng hp l TRA (Ajzen v Fishbein,1975) .........................9

Hnh 2.3 Thuyt nhn thc ri ro PRT (Bauer,1960) ..............................................10

Hnh 2.4 M hnh chp nhn cng ngh TAM (Davis,1986) ..................................10

Hnh 2.5 M hnh chp nhn thng mi in t E-CAM (Joongho Ahn,

Jinsoo Park, Dongwon Lee, 2001 .............................................................................11

Hnh 2.6 M hnh chp nhn cng ngh hp nht UTAUT ....................................12

Hnh 2.7 M hnh xu hng s dng thanh ton in t (L Ngc c, 2008) .....15

Hnh 2.8 M hnh yu t t chc nh hng n sn sng v thc hin thng

mi in t ca doanh nghip (Nguyn Thanh Hng, 2009) ...................................16

Hnh 2.9 M hnh s tha mn khch hng trong mua sm qua mng (Matthew

K O Lee v Christy M K Cheung 2005)...................................................................17

Hnh 2.10 M hnh hnh vi ngi tiu dng trong mua hng qua mng

(Hasslinger v cng s 2007) ...................................................................................18

Hnh 2.11 M hnh lng tin cy trong hnh vi mua hng qua mng ca ngi

tiu dng (Tzy-Wen Tang v Wen-Hai Chi, 2005) ..................................................18

Hnh 2.12 M hnh m rng m hnh TAM cho World-Wide-Web (Moon Ji

Won v Kim Young Gul, 2001) ...............................................................................18

Hnh 2.13 M hnh xut ......................................................................................23

Hnh 3.1 S qu trnh nghin cu .......................................................................29

vi

DANH MC BNG Bng 2.1 T l ngi tng mua hng qua mng cc khu vc trn th gii...6

Bng 2.2 Tng hp cc yu t v kt qu ca cc nghin cu

trc .....19

Bng 2.3 Tng hp cc yu t nghin cu...24

Bng 3.1 Bng pht biu thang o mong i v gi.35

Bng 3.2 Bng thang o nhn thc s thun tin.35

Bng 3.3 Bng pht biu thang o nhn thc tnh d s dng.36

Bng 3.4 Bng pht biu thang o nh hng x hi...36

Bng 3.5 Bng pht biu thang o cm nhn s thch th...37

Bng 3.6 Bng pht biu thang o nhn thc s ri ro...38

Bng 3.7 Bng pht biu thang o nh s dng...38

Bng 4.1 Hnh thc thu thp d liu45

Bng 4.2 T l nhn bit cc trang web bn hng trc tuyn ph bin....46

Bng 4.3 Thi gian trung bnh mt ln truy cp MHTQM...46

Bng 4.4 Tn sut truy cp cc trang web bn hng in t qua mng...47

Bng 4.5 Thng k kinh nghim s dng internet...47

Bng 4.6 Thng k mu theo gii tnh.....48

Bng 4.7 Thng k mu theo nhm tui..48

Bng 4.8 Kt qu phn tch Cronbachs Alpha49

Bng 4.9 Bng lit k h s ti nhn t phn tch EFA ln th 252

Bng 4.10 Bng tm tt gi thuyt trong m hnh nghin cu53

Bng 4.11 Kt qu phn tch tng quan Pearson...55

Bng 4.12 Bng phn tch cc h s ca cc yu t c lp trong hi quy a bin.57

Bng 4.13 Bng tm tt kt qu kim nh gi thuyt.61

vii

DANH MC CC T VIT TT

B2B : Business to business

B2C : Business to Consumers / Business to Customers

E-CAM : E-Commerce Acceptance Model

EFA : Exploratory Factor Analysis

IDT : Information Diffusion Theory

MHTQM : Mua hng in t qua mng

MPCU : Model of Personal Computer Utilization

P : Mc ngha

PRT : Theory of Perceived Risk

TAM : Technology Acceptance Model

TP. HCM : Thnh ph H Ch Minh

TPB : Theory of Planned Action

TRA : Theory of Reasoned Action

UTAUT : Unified Technology Acceptance and Use Technology

viii

Chng 1. M u

Chng 1. M U

Chng 1 trnh by tnh cp thit ca ti, qua nu ln mc tiu m ti

hng n, phm vi nghin cu, ng thi cng nu ln mc gii hn, gii thiu b

cc ca ti.

1.1 TNH CP THIT CA TI

Ngy nay internet khng ch l mng truyn thng m cn l phng tin ton cu

cho cc giao dch ca ngi tiu dng. Vi tc pht trin nhanh chng trong

nhng nm qua, Intermet tr thnh phng tin ph bin cho truyn thng, dch

v v thng mi (Narges Delafrooz v cng s, 2010). Internet lm thay i

cch mua hng truyn thng ca mi ngi. Ngi tiu dng khng cn b b buc

v thi gian v a im m h c th mua cc sn phm v dch v bt c khi no

v bt c u (Hasslinger v cng s, 2007). Vi th mnh , cng vi s pht

trin internet nhanh chng Vit Nam, ngi tiu dng trong nc ang quen dn

vi vic mua hng qua mng.

n cui nm 2008, c 38% website cho php t hng v 3,5% website c chc

nng thanh ton trc tuyn (B Thng mi, 2008). Cc mt hng c gii thiu

trn website ca doanh nghip kh a dng v phong ph trong t l website gii

thiu sn phm thit b in t tng ng k so vi cc nm trc, t 12,6% nm

2007 ln 17,5% nm 2008. iu ny phn nh thc t l i vi mt hng in t,

ngi tiu dng quen dn vi vic la chn mt hng v ca hng trc tuyn nn

nu thiu website s l bt li rt ln i vi cc doanh nghip kinh doanh mt hng

ny (B Thng mi, 2008). Bn cnh , trong nhng nm qua, t l ngi s

dng internet cng tng nhanh chng. Nu nm 2005 s ngi s dng internet

l 7,5 triu ngi (bo Vietnamnet, 21/07/2005), th n thng 9/2009 c

21,62 triu ngi s dng internet, tng 100 ln so vi nm 2000 (Bo Cng An

Nhn Dn, 25/09/2009). Cc s liu trn cho thy, s pht trin cc website bn

hng qua mng, c bit l hng in t, vn cha tng ng vi s pht trin

1

Chng 1. M u

internet Vit Nam. T , mt nghin cu v lnh vc mua hng in t qua

mng l mt nhu cu cn thit trong vic h tr cc doanh nghip p ng nhu cu

ca ngi tiu dng.

Mc d hin nay trn th gii xut hin nhiu l thuyt, m hnh nghin cu

nhm gii thch cc yu t tc ng n hnh vi v s chp nhn ca ngi s dng

mua hng qua mng, nhng da trn c s d liu c tm kim bi tc gi th n

nay, trong nc vn cha c nghin cu no gip tr li cc cu hi lin quan n

cc yu t chnh nh hng n nh s dng dch v MHTQM. Ngoi ra, vic

p dng mt m hnh l thuyt trn th gii vo hon cnh ca Vit Nam c th

khng ph hp do cc iu kin c th ring v kinh t, vn ha, x hi. V vy

vic nghin cu cc m hnh hin i trn th gii, da trn nn tng nhng nghin

cu trong nc trong thi gian qua, xy dng mt m hnh ph hp vi iu kin

ca Vit Nam tr thnh vn cp thit. ti Nghin cu cc yu t nh

hng n nh s dng dch v MHTQM c thc hin nhm gii quyt cc

vn .

1.2 MC TIU NGHIN CU

z Xc nh cc yu t tc ng n nh s dng ca ngi s dng MHTQM. z a ra nhng kin ngh, xut cho cc nh cung cp cc dch v MHTQM

trong vic thit k cc tnh nng, dch v nhm p ng cc yu cu ca ngi

tiu dng.

1.3 PHM VI NGHIN CU

Do gii hn v thi gian, nghin cu ch c thc hin trong phm vi nh sau:

1.3.1 i tng nghin cu i tng c chn kho st bao gm c nam v n, tui t 22-50. y l

nhm i tng c kh nng c lp v kinh t nn hnh vi tiu dng ca h trong

chng mc no c th i din cho tt c cc thnh phn ngi tiu dng trong

x hi.

1.3.2 a im v thi gian

2

Chng 1. M u

a im: TP. H Ch Minh v cc tnh ln cn.

Thi gian: T 02/02/2010~30/6/2010

1.4 GII HN TI

Mc d tc internet Vit Nam trong nhng nm qua pht trin nhanh chng,

nhng s lng cc website cho php thanh ton qua mng cn hn ch. Tnh n

nm 2008, ch c 3.8% website cho php thanh ton qua mng (Bo co b thng

mi, 2008), do vy, ti s xem xt nh s dng dch v MHTQM theo c hai

phng php: xem v t hng qua mng, thanh ton bng tin mt khi nhn hng

ti nh, ln t hng v thanh ton qua mng bng ti khon.

Trong lnh vc hnh vi ngi tiu dng c rt nhiu l thuyt v m hnh khc nhau,

nghin cu ny ch gii hn trong vic nghin cu nh s dng dch v

MHTQM thng qua vic kho st cc yu t tc ng n nh ca ngi tiu

dng.

Hnh vi ca ngi tiu dng ph thuc vo sn phm hay dch v m h mua, nn

cc yu t khc nhau s c mc nh hng khc nhau ln ngi tiu dng tu thuc

vo sn phm hay dch v (Hasslinger, 2007). V vy, nghin cu ny ch gii hn

trong vic nghin cu sn phm l hng in t - loi sn phm ang pht trin

mnh m trong lnh vc mua hng qua mng Vit Nam trong thi gian qua.

1.5 B CC LUN VN

Lun vn bao gm 5 chng:

Chng 1: M U

Chng ny trnh by tnh cp thit ca ti, qua nu ln mc tiu m ti

hng n, phm vi nghin cu, ng thi cng nu ln mc gii hn, gii thiu b

cc ca ti.

Chng 2: C S L THUYT V M HNH NGHIN CU

Gii thiu c s l thuyt, m hnh tham kho v cc nghin cu thc hin trc

y. T , a ra m hnh nghin cu cc yu t nh hng n nh s dng

dch v MHTQM.

3

Chng 1. M u

Chng 3: PHNG PHP NGHIN CU

Trnh by phng php nghin cu v thc hin xy dng thang o, cch nh gi

v kim nh thang o cho cc khi nim trong m hnh, kim nh s ph hp ca

m hnh v kim nh cc gi thuyt ra.

Chng 4: KT QU NGHIN CU

Chng ny s nu ln cc kt qu thc hin nghin cu bao gm: m t d liu thu

thp c, tin hnh nh gi v kim nh thang o, kim nh s ph hp ca m

hnh nghin cu, kim nh cc gi thuyt ca m hnh nghin cu.

Chng 5: KT LUN V KIN NGH

Tm tt cc kt qu chnh ca nghin cu, t a ra cc xut qun l trong

lnh vc MHTQM. Bn cnh , lun vn cng nu ln nhng ng gp ca

ti, cc hn ch v hng nghin cu tip theo.

4

Chng 2. C s l thuyt v m hnh nghin cu

Chng 2. C S L THUYT V M HNH NGHIN CU

Chng 2 trnh by c s l thuyt, m hnh tham kho v cc nghin cu thc

hin trc y. T , a ra m hnh nghin cu cc yu t nh hng n nh

s dng dch v MHTQM.

2.1 TNG QUAN

2.1.1 nh ngha dch v mua hng qua mng Cc nh ngha mua hng qua mng (online shopping) nh sau:

1. Mua hng qua mng c nh ngha l hnh vi ca ngi tiu dng trong vic

mua sm thng qua cc ca hng trn mng hoc website s dng cc giao dch

mua hng trc tuyn (Monsuwe, Dellaert v K. D. Ruyter, 2004).

2. Mua hng qua mng l qu trnh mua sn phm hay dch v thng qua internet.

Mua hng qua mng l mt hnh thc ca thng mi in t c dng trong giao

dch B2B hoc B2C (theo Wikipedia).

3. Mua hng qua mng l mt giao dch c thc hin bi ngi tiu dng thng

qua giao din da trn my tnh bng cch my tnh ca ngi tiu dng c kt

ni v c th tng tc vi cc ca hng s ha ca nh bn l thng qua mng my

tnh (Haubl & Trifts, 2000).

Tm li, mua hng qua mng l qu trnh mua sn phm hay dch v c thc

hin bi ngi tiu dng cc ca hng trn mng thng qua mng internet.

2.1.2 Phng thc thanh ton v giao nhn nc ngoi, phng thc thanh ton ph bin l th tn dng (credit card), mt

vi h thng cho php ngi tiu dng c to ti khon v tr bng cc loi th

khc nhau nh: th ghi n (debit card), chi phiu (cheque), th qu tng (gift

card),

Cc hnh thc vn chuyn ph bin nh:

- Ti xung (download): s dng ph bin cho cc sn phm s nh phm mm,

nhc, hnh nh,

- Gi hng (shipping): sn phm c chuyn trc tip n a ch ngi tiu dng.

5


- Gi hng gin tip (drop shipping): n t hng c chuyn n nh sn xut

hoc nh phn phi th ba v nh sn xut hoc i tc th ba ny s gi sn phm

n ngi tiu dng.

- Nhn hng ca hng gn nht (in store pick up): Ngi tiu dng s t hng qua

mng nhng s nhn hng ca hng gn nht trong h thng phn phi (theo

Wikipedia).

Vit Nam, trong nhng nm qua, mc d internet v thng mi in t c ch

trng, nhng hnh thc thanh ton bng cc th thanh ton qua mng vn cha ph

bin. n cui nm 2008, c 38% website cho php t hng v 3,5% website c

chc nng thanh ton trc tuyn (B thng mi, 2008) nn phn ln hnh thc t

hng sau khi chn c mt hng va trn mng, vn l lin lc bng email,

Yahoo Chat, in thoi n nh phn phi, nh phn phi s vn chuyn sn phm

trc tip n ngi tiu dng. Sau khi kim hng, ngi tiu dng s thanh ton

bng tin mt trc tip. ti ny kho st nhng ngi tiu dng qua mng theo c

hai phng thc thanh ton: bng tin mt trc tip v bng thanh ton qua ti

khon trn mng.

2.1.3 Tnh hnh pht trin ca bn hng qua mng trn th gii Nu nm 2005 s ngi tham gia mua hng qua mng l 627 triu ngi, th trong

kho st vo thng 2 nm 2008 s ngi tham gia mua hng qua mng tng

khong 40%, vi 875 triu ngi s dng internet tham gia mua hng qua mng

(AcNielsen, 2008). Vi t l s ngi c kho st tng mua hng qua mng nh

bng 2.1.

Bng 2.1: T l ngi tng mua hng qua mng cc khu vc trn th gii

Khu vc Ton

cu

Chu

u

Bc

M

Chu -Thi

Bnh Dng

M

Latin

ng u,Trung

ng Chu Phi

T l ngi

tng mua hng

qua mng

86% 93% 92% 84% 79% 67%

(Ngun: bo co mua hng trc tuyn ton cu 2008 ca Nielsen)

6


Trong mt hng in t tng t 17% trong kho st nm 2005 ln thnh 23%

vo nm 2008, ng v tr th 5 trong s cc mt hng c mua qua mng nhiu

nht.

41%36%

24% 24% 23%19% 19%

16% 16%

34%

20% 22% 21%17% 18%

10%

16% 14%

0%

10%

20%

30%

40%

50%

Sch

Video

/Gam

e

V m

y ba

y

Nm 2008Nm 2005

Hnh 2.1 T l mt hng c mua trong 3 thng lin tc trn ton th gii

(Ngun: bo co mua hng trc tuyn ton cu 2008 ca Nielsen)

2.1.4 Tnh hnh pht trin ca bn hng qua mng Vit Nam Vi u th tit kim thi gian, khng gii hn v tr v gi thnh sn phm thng

thp hn th trng t 3% n 5% (do khng tn nhiu chi ph cho mt bng, nhn

s,), th trng mua bn trc tuyn ti Vit Nam ngy cng tr nn c a

chung hn.

Tr gip cho s si ng ca th trng mua bn qua mng l s gp sc ca nhiu

trang web mua bn, rao vt. Vatgia.com ca cng ty c phn vt gi Vit Nam hin

l trang mua bn online c lng truy cp ng o. Cc cng ty s hu thng

hiu mnh trn internet nh fpt, vinagame, cng ang ro rit gia tng th phn

trong lnh vc mua bn trc tuyn bng vic u t cc knh dnh ring cho mua

bn nh chodientu.vn, 123mua.com.vn,

7


Cng vi s lng trang web mua bn n r, m hnh cc website mua bn cng

khng km phn a dng. a s cc trang web mua bn u u t nghin cu to

cho mnh phong cch ring trnh by sn phm v khai thc doanh thu.

Bn cnh , cng c nhng m hnh ch online Vit Nam kh c o v thu ht

nhiu c dn mng tham gia, l m hnh s dng din n trao i thng tin

mua bn. Cc din n rao vt nh trieudo.com, 5giay.vn, muare.vn, hin thu ht

nhiu ngi truy cp bi kh nng trao i thng tin nhanh ngay trn ch sn

phm gia ngi mua v ngi bn.

S bng n thng tin mua bn trc tuyn, bn cnh nhng yu t tch cc, cn tn

ng nhiu yu t tiu cc nh:

- Phn ng cc website cung cp dch v mua bn trc tuyn ch mang tnh cht

nh mt cu ni gia ngi mua v ngi bn.

- Mt s c nhn, doanh nghip li dng thng hiu uy tn ca cc website mua

bn trc tuyn nhm rao bn sn phm km cht lng hoc la o ngi tiu

dng. S thiu trung thc trong gii thiu sn phm, thiu trung thc trong giao

dch khin ngi tiu dng tr nn e d hn trong vic mua bn sn phm trn mng.

- Ngoi yu t gian ln, d nhn thy vn nn spam thng tin trn cc knh mua bn

trc tuyn ti Vit Nam ngy cng tr nn ph bin.

- Mt s c nhn, doanh nghip cha hiu r v cch thc tip cn khch hng v

khai thc hiu qu truyn thng trc tuyn, nn gia sc ng ti trn ngp thng tin

qung co. V tnh, cc thng tin qung co dy c tr thnh gnh nng cho cc

website thng mi in t ti Vit Nam.

- Ch s hu website phi tiu tn nhiu nhn lc cho vic kim sot thng tin trn

h thng, cc c nhn, doanh nghip li khng th bn c hng do khng to

c s tin cy trong ni dung ng ti, ngi tiu dng e d v lo ngi trc v s

thng tin qung co a chiu (Sn Ngc, Bo Tin Phong, 10/03/2010).

8


2.2 CC M HNH L THUYT LIN QUAN

T thp nin 60 ca th k 20 c nhiu cng trnh nghin cu nh hnh vi ca

ngi tiu dng, cc l thuyt ny c chng minh thc nghim nhiu ni

trn th gii. Di y l cc l thuyt tiu biu.

2.2.1 Thuyt hnh ng hp l (TRA)

Hnh 2.2 Thuyt hnh ng hp l TRA (Ajzen v Fishbein, 1975)

Thuyt hnh ng hp l (Theory of Reasoned Action) c Ajzen v Fishbein xy

dng t cui thp nin 60 ca th k 20 v c hiu chnh m rng trong thp nin

70. Theo TRA, nh hnh vi (Behavior Intention) l yu t quan trng nht d

on hnh vi tiu dng. nh hnh vi b nh hng bi hai yu t: thi

(Attitude) v chun ch quan (Subjective Norm). Trong , thi l biu hin yu

t c nhn th hin nim tin tch cc hay tiu cc ca ngi tiu dung i vi ca

sn phm. Cn chun ch quan th hin nh hng ca quan h x hi ln c nhn

ngi tiu dng.

2.2.2 Thuyt nhn thc ri ro (TPR) Trong thuyt nhn thc ri TPR (Theory of Perceived Risk), Bauer (1960) cho rng

hnh vi tiu dng sn phm cng ngh thng tin c nhn thc ri ro, bao gm hai

9


yu t: (1) nhn thc ri ro lin quan n sn phm/dch v v (2) nhn thc ri ro

lin quan n giao dch trc tuyn.

Hnh 2.3 Thuyt nhn thc ri ro PRT (Bauer, 1960)

- Thnh phn nhn thc ri ro lin quan n sn phm dch v: nh mt tnh nng,

mt ti chnh, tn thi gian, mt c hi v nhn thc ri ro ton b i vi sn

phm/dich v.

- Thnh phn nhn thc ri ro lin quan n giao dch trc tuyn: cc ri ro c th

xy ra khi ngi tiu dng thc hin giao dch trn cc phng tin in t nh: s

b mt, s an ton v nhn thc ri ro ton b v giao dch.

2.2.3 M hnh chp nhn cng ngh (TAM)

Hnh 2.4 M hnh chp nhn cng ngh TAM (Davis, 1986)

M hnh chp nhn cng ngh TAM (Technology Acceptance Model) (Davis, 1986)

gii thch cc yu t tng qut v s chp nhn my tnh (computer) v hnh vi

ngi s dng my tnh. Trn c s ca thuyt TRA, m hnh TAM kho st mi

10


lin h v tc ng ca cc yu t lin quan: tin tng, thi , nh v hnh vi

trong vic chp nhn cng ngh thng tin ca ngi s dng.

2.2.4 M hnh chp nhn thng mi in t (e-CAM)

Nhn thc tnh d s dng

Nhn thc s hu ch

Hnh vi mua

Nhn thc ri ro lin quan n giao dch

trc tuyn

Nhn thc ri ro lin quan n sn

phm dch v

M hnh TAM hiu chnh

Hnh 2.5 M hnh chp nhn thng mi in t E-CAM (Joongho Ahn, Jinsoo

Park, Dongwon Lee, 2001)

Tc gi Joongho Ahn v cng s (2001) xy dng m hnh chp nhn s dng

thng mi in t E-CAM (E-commerce Adoption Model) bng cch tch hp m

hnh TAM ca Davis (1986) vi thuyt nhn thc ri ro. M hnh E-CAM c

nghin cu thc nghim hai th trng Hn Quc v M gii thch s chp nhn

s dng thng mi in t.

2.2.5 M hnh chp nhn cng ngh hp nht (UTAUT) M hnh chp nhn cng ngh hp nht (UTAUT - Unified Technology Acceptance

and Use Technology) c Venkatesh v cng s a ra nm 2003. y thc cht

l m hnh hp nht t cc m hnh chp nhn cng ngh trc .

Cc khi nim trong m hnh UTAUT:

- Mong i v thnh tch (Performance Expectancy).

- S mong i v s n lc (Effort Expectancy).

- nh hng x hi (Social Influence).

- iu kin thun tin (Facilitating Conditions).

- nh s dng (Behavior Intention).

11


- Hnh vi s dng (Use Behavior).

- Cc yu t nhn khu: Gii tnh (gender), tui (age), Kinh nghim

(experience) v s tnh nguyn s dng (Voluntariness of Use).

Hnh 2.6 M hnh chp nhn cng ngh hp nht UTAUT

a) Khi nim nh s dng

cp n nh ngi dng s s dng sn phm hay dch v. Trong m hnh

UTAUT ca Venkatesh v cng s a ra nm 2003, nh s dng c nh hng

tch cc n hnh vi s dng.

b) Khi nim mong i v thnh tch

cp n mc ca mt c nhn tin rng nu s dng h thng cng ngh thng

tin s gip h t c li ch trong hiu qu cng vic.

Trong m hnh UTAUT (Venkatesh v cng s, 2003) s mong i v thnh tch

i vi nh s dng chu s tc ng ca gii tnh v tui. C th, i vi nam s

nh hng s mnh hn n, c bit l i vi nam t tui.

c) Khi nim mong i v s n lc

L mc d dng lin quan n vic s dng h thng, sn phm cng ngh thng

tin m ngi s dng cm nhn. N cp n mc ngi s dng tin rng h s

12


khng cn s n lc nhiu v d dng khi s dng h thng hay sn phm cng

ngh thng tin. Ba khi nim trong m hnh trc y c bao hm trong khi

nim ny gm: nhn thc d s dng (TAM/TAM2), s phc tp (MPCU), v d s

dng (IDT). S nh hng ca s mong i v s n lc s mnh hn i vi n v

c bit i vi n t tui v cng mnh hn i vi ngi t kinh nghim s dng.

d) Khi nim nh hng x hi

L mc m ngi s dng nhn thc rng nhng ngi quan trng khc tin rng

h nn s dng h thng mi. nh hng x hi c xem l nhn t quan trng

trc tip nh hng n nh s dng c th hin qua chun ch quan

(subjective norm) trong cc m hnh nh TRA, TAM2, yu t x hi trong MPCU,

v yu t hnh tng trong m hnh IDT.

Theo m hnh UTAUT (Venkatesh v cng s, 2003) nh hng x hi c nh

hng tch cc n nh s dng, v n b tc ng bi cc bin nhn khu l gii

tnh, tui, s tnh nguyn s dng v kinh nghim. C th, s nh hng s ln hn

i vi n, c bit l ngi ln tui, vi iu kin bt but s dng v nhng

ngi t kinh nghim.

e) Khi nim nhng iu kin thun tin

L mc m ngi s dng tin rng c s h tng k thut hoc ca t chc hin

c h tr vic s dng h thng.

Theo m hnh UTAUT (Venkatesh v cng s, 2003), nhng iu kin thun tin

khng c nh hng trc tip n nh s dng m nh hng n hnh vi s

dng tht s, v n b tc ng bi cc bin nhn khu l tui v kinh nghim. C

th, s nh hng s ln hn i vi ngi ln tui v tng theo kinh nghim.

f) Khi nim hnh vi s dng

Khi nim hnh vi s dng th hin hnh vi ngi dng tht s s dng h thng,

sn phm hay dch v.

2.3 CC NGHIN CU THC HIN TRC Y

2.3.1 Cc nghin cu trong nc

13


(1) Kho st mt s yu t tc ng n xu hng s dng thanh ton in t,

ca tc gi L Ngc c, Lun Vn Thc S, 2008

Tc gi L Ngc c (2008) xc nh nhng nhn t tc ng n xu hng s

dng thanh ton in t i vi nhm ngi tng s dng thanh ton in t da

theo m hnh chp nhn thng mi in t E-CAM v thuyt hnh vi nh TPB

bao gm: nhn thc s hu ch, nhn thc tnh d s dng, chun ch quan v nhn

thc kim sot hnh vi. Cn i vi nhm ngi cha s dng thanh ton in t th

ch c 2 nhm yu t: chun ch quan v nhn thc kim sot hnh vi.

Hnh 2.7 M hnh xu hng s dng thanh ton in t (L Ngc c, 2008)

(2) Kho st cc yu t tc ng n s sn sng ca Thng mi in t, ca

tc gi Phm B Huy, Lun Vn Thc S 2004

Tc gi Phm B Huy (2004) xc nh nhng nhn t nh hng n xu hng

thay i thi s dng thng mi in t, da theo m hnh chp nhn s dng

thng mi in t E-CAM gm: cc kin trc ni sinh nh nhn thc s hu ch,

nhn thc tnh d s dng, hnh vi nh, v cc kin trc ngoi sinh nh thit k

giao din, cc iu kin thun tin, nhn thc ri ro lin quan n giao dch trc

tuyn, nhn thc ri ro lin quan n sn phm dch v ( trch dn t Kho st mt

14


s yu t tc ng n xu hng s dng thanh ton in t, ca tc gi L Ngc

c, 2008)

(3) Cc yu t t chc nh hng n sn sng v thc hin thng mi in t ca doanh nghip, ca tc gi Nguyn Thanh Hng, Lun vn tin s 2009

Tc gi Nguyn Thanh Hng (2009) trong nghin cu ca mnh a ra 2 khi

nim v thc hin thng mi in t n gin v thc hin thng mi in t tinh

vi. Yu t nh hng th trng v sn sng thng mi in t tc ng dng

n vic thc hin thng mi in t n gin. Yu t thc hin thng mi in

t tinh vi s b tc ng bi yu t sn sng thng mi in t v thc hin thng

mi in t n gin. Trong , yu t nh hng hc tp s nh hng n tnh

i mi v nh hng th trng ca doanh nghip. Mc khc, tnh i mi s tc

ng n nhn thc li ch ca doanh nghip. Cc yu t Nhn thc li ch v nh

hng th trng s tc ng n mc sn sng thng mi in t ca doanh

nghip.

Hnh 2.8 M hnh yu t t chc nh hng n sn sng v thc hin thng mi

in t ca doanh nghip (Nguyn Thanh Hng, 2009)

2.3.2 Cc nghin cu ngoi nc

(1) Khung nghin cu s tha mn khch hng trong mua sm qua mng ca

Matthew K O Lee v Christy M K Cheung (2005)

Matthew K O Lee v Christy M K Cheung (2005) da trn m hnh TRA v TPB,

s tha mn khch hng trong mua sm qua mng c tc ng bi 3 yu t chnh

l cht lng thng tin, cht lng h thng v cht lng dch v.

15


Trong chnh xc v ni dung thng tin, hnh thc th hin v vic cp nht

thng xuyn l cc yu t chnh nh hng n cht lng thng tin.

Cht lng h thng c tc ng bi cc khi nim thnh phn: tnh nh

hng,d s dng, thi gian hi p v mc an ton.

Cht lng dch v c th hin qua cc khi nim thnh phn: tnh h tr khch

hng, tnh trch nhim, m bo cht lng v mc chm sc khch hng.

Hnh 2.9 M hnh s tha mn khch hng trong mua sm qua mng (Matthew K O

Lee v Christy M K Cheung, 2005)

(2) Hnh vi ngi tiu dng trong mua hng qua mng ca tc gi Hasslinger

v cc cng s (2007)

Hasslinger v cng s (2007) kho st hnh vi ngi tiu dng thng qua vic

nghin cu hnh vi mua sch qua mng ca sinh vin i hc Kristianstad, Thy

16


in da trn m hnh tin cy i vi khch hng mua sm qua internet ca

Matthew K O Lee (2001). Kt qu nghin cu ch ra 3 khi nim thnh phn: Gi c,

S tin li v S tin cy nh hng tch cc n hnh vi ca ngi tiu dng.

Hnh 2.10 M hnh hnh vi ngi tiu dng trong mua hng qua mng (Hasslinger

v cng s 2007)

(3) Vai tr ca lng tin cy trong hnh vi mua hng qua mng ca ngi tiu

dng: vin cnh ca m hnh TAM ca Tzy-Wen Tang v Wen-Hai Chi (2005)

Tzy-Wen Tang v Wen-Hai Chi (2005) m rng m hnh TAM kho st vai

tr ca lng tin cy trong hnh vi mua hng qua mng ca ngi tiu dng. Bn

cnh yu t Nhn thc s hu ch v Nhn thc tnh d s dng, cc tc gi xut

a vo m hnh TAM yu t lng tin cy. C th l lng tin cy s tc ng tch

cc n thi ca ngi tiu dng trong hnh vi mua hng qua mng.

Hnh 2.11 M hnh lng tin cy trong hnh vi mua hng qua mng ca ngi tiu

dng (Tzy-Wen Tang v Wen-Hai Chi, 2005)

(4) Ngoi cc yu t Hu dng v D s dng: M rng m hnh TAM cho bi

cnh World-Wide-Web ca Moon Ji Won v Kim Young Gul (2001)

17


Moon Ji Won v Kim Young Gul (2001) m rng m hnh TAM trong trng

hp World-Wide-Web. Bn cnh yu t Nhn thc s hu dng v Nhn thc tnh

d s dng, cc tc gi xut yu t Nhn thc s thch th (Perceived

Playfulness) vo m hnh TAM m rng cho trng hp World-Wide-Web.

Hnh 2.12 M hnh m rng m hnh TAM cho World-Wide-Web (Moon Ji Won

v Kim Young Gul, 2001)

(5) Nghin cu s chp nhn s dng dch v chnh ph in t Kuwait p

dng m hnh UTAUT ca Suha A. & Annie M., 2008

- Suha A. & Annie M. (2008) da trn m hnh UTAUT, s chp nhn s dng

dch v chnh ph in t c kho st trn 3 khi nim thnh phn chnh l:

Nhn thc s hu ch, Nhn thc tnh d s dng, nh hng x hi. Ngoi ra cc

yu t nhn khu nh tui, gii tnh, trnh hc vn v kinh nghim s dng

internet cng nh hng tch cc n s chp nhn dch v.

2.3.2 Nhn xt chung v cc nghin cu trc y Do s khc bit gia phm vi v ni dung ti, cng nh nhng c th v kinh t,

x hi thi im nghin cu m cc nghin cu trc y, bn cnh cc ng gp

mang tnh tham kho cho ti, th chng vn c nhng khong cch nht nh vi

ti nghin cu. Bng tng kt 2.2 s ch ra cc khong cch .

- Cc nghin cu trong nc: khi nghin cu cc yu t nh hng n xu hng s

dng cc sn phm cng ngh thng tin thng s dng cc l thuyt v m hnh

chp nhn cng ngh nh TRA, TPB, TPR, TAM, TAM2, E-CAM,

18

Chng 2. C s l thuyt v m hnh nghin cu Chng 2. C s l thuyt v m hnh nghin cu

19

19


20

20


21

21


V phng php nghin cu: cc nghin cu ny thng s dng phng php hi

quy a bin kim nh mi quan h nhn qu gia bin ph thuc vi bin c

lp.

- Cc nghin cu ngoi nc: khi nghin cu v s chp nhn s dng cc sn

phm cng ngh thng tin cng dng cc m hnh chp nhn cng ngh nh TPR,

TAM,TAM2, E-CAM, UTAUT. Trong , UTAUT l m hnh kh mi c tng

hp t cc m hnh trc .

V phng php nghin cu: cc nghin cu ny thng kh a dng trong phng

php nghin cu c trng hp s dng phng php hi quy a bin, c trng

hp s dng phn tch m hnh cu trc tuyn tnh SEM.

T cc cc l thuyt m hnh chp nhn cng ngh trn, c bit l UTAUT

(Venkatesh v cng s, 2003), s c tin hnh nghin cu thm v t xut

m hnh nghin cu cho ti Nghin cu cc yu t nh hng n nh s

dng dch v MHTQM.

2.4 M HNH NGHIN CU XUT

Trong Nghin cu cc yu t nh hng n nh s dng dch v MHTQM,

tc gi chn m hnh chp nhn cng ngh thng tin hp nht (UTAUT) lm c s

nn tng. Trong tc gi gi li hai yu t quan trng Mong i v s n lc v

nh hng x hi. Trong phm vi kho st ca ti tc gi ch dng li mc

kho st nh s dng dch v mua hng qua mng, nn cc yu t v iu

kin thun li v S dng tht s ca m hnh UTAUT (Venkatesh v cng s,

2003) khng c a vo kho st.

Nghin cu m rng m hnh TAM i vi trng hp World-Wide-Web (Moon

J.W & Kim Y.G, 2001), tc gi chn khi nim nhn thc s thch th (Perceived

Enjoyment).

- Da vo m hnh Cc yu t nh hng n ngi tiu dng trc tuyn

(Hasslinger v cc cng s, 2007) tc gi chn hai yu t Mong i v gi

(Perceived Price) v nhn thc tnh thun tin (Perceived Convenience).

22


- Da vo m hnh chp nhn thng mi in t E-CAM (Joongho Ahn, Jinsoo

Park, Dongwon Lee, 2001), khi nim nhn thc ri ro lin quan n sn phm/dch

v (Perceived risk of use products/services) c a vo m hnh v y l yu t

quan ngi quan trng quyt nh n s chp nhn MHTQM.

Hnh 2.13 M hnh nghin cu xut

Ghi ch:

(1) Cc yu t da trn m hnh Cc yu t nh hng n ngi tiu dng trc

tuyn (Hasslinger v cng s, 2007).

(2) Cc yu t da trn m hnh UTAUT (Venkatesh v cng s, 2003).

(3) Yu t da trn m hnh TAM m rng cho WWW (Moon Ji Won v Kim

Young Gul, 2001).

(4) Yu t da trn m hnh E-CAM (Joongho Ahn, Jinsoo Park, Dongwon Lee,

2001).

- Da vo m hnh chp nhn cng ngh hp nht (UTAUT), nhm cc yu t nhn

khu nh gii tnh, tui c chn. Tc gi thm vo yu t Thu nhp v trong lnh

vc MHTQM thu nhp ca ngi tiu dng cng l mt yu t nhn khu quan

trng tc ng n nh s dng ca h.

M hnh nghin cu xut c s ha nh hnh 2.12.

23


Bng 2.3 Tng hp cc yu t nghin cu

Yu t M t Cc tham kho

Nhn thc v

gi

Gi c ca sn phm trn web so

vi gi cc ca hng l yu t

cn quan tm ca ngi tiu

dng qua mng.

Hasslinger v cng s, 2007

Oded Lowengart v cng s

2001

Nhn thc v

s thun tin

Vic mua hng qua mng s

mang li thun tin cho ngi

tiu dng, h khng cn b gii

hn v thi gian v a im khi

mua sm.

Hasslinger v cng s, 2007

Nhn thc

tnh d s

dng

Kh nng tng tc gia cc

trang web bn hng qua mng

v ngi tiu dng, tnh cht d

dng thao tc khi thc hin tm

kim v giao dch.

Venkatesh v cng s, 2003

Davis v cc cng s, 1992

L Ngc c, 2008

Moon Ji Won v cng s, 2001

Suha A. v cng s, 2008

Dellaert v cng s, 2004

nh hng

x hi

S gii thiu s dng ca bn

b, ngi than ng nghip.

Venkatesh v cng s, 2003

Suha A v cng s, 2008

Cm nhn s

thch th

Cm gic ca ngi dng khi s

dng dch v mua hng qua

mng.

Phm B Huy, 2004

Moon Ji Won v cng s, 2001

Dellaert v cng s, 2004

Nhn thc ri

ro khi s

dng

Cc ri ro pht sinh trong qu

trnh giao dch nh l mt khu,

la o qua mng.

Phm B Huy, 2004

Davis v cc cng s, 1992

Joongho Ahn v cc cng s,

2001

24


2.4.1 Mong i v gi Gi c l ci m ngi tiu dng phi tr c c sn phm, dch v mong mun.

Mong i v gi l nh gi ca ngi tiu dng v nhng g mnh s nh i vi

chi ph m mnh phi b ra. Ngi tiu dng s cm nhn v gi trn hai phng

din: chi ph bng tin phi b ra v chi ph c hi do phi t b s dng s tin

mua sn phm, dch v khc.

Theo m hnh Cc yu t nh hng n ngi tiu dng trc tuyn, Hasslinger

v cc cng s (2007) cp n vic ngi tiu dng tin rng mua hng qua

mng s gip tit kim tin bc v c th so snh v gi.

Gi thuyt H1: Mong i v gi c tc ng dng (+) ln nh s dng dch

v MHTQM ca ngi tiu dng.

2.4.2 Nhn thc s thun tin: Hasslinger v cc cng s (2007) cng cp n vic ngi tiu dng nhn

thy rng vic mua hng qua mng gip h tit kim thi gian, gim cng sc v c

th mua sm bt k lc no.

Gi thuyt H2: Nhn thc s thun tin c tc ng dng (+) ln nh s

dng dch v MHTQM ca ngi tiu dng.

2.4.3 Nhn thc tnh d s dng Khi nim nhn thc tnh d s dng theo m hnh cng ngh TAM ca Davis 1986

v UTAUT cp n vic ngi s dng tin rng vic s dng h thng, sn phm

cng ngh thng tin s khng i hi nhiu s n lc v h s cm thy d dng khi

s dng sn phm. Trong nghin cu ny, nhn thc tnh d s dng th hin ch

ngi s dng cm thy d dng khi lm quen, s dng dch v MHTQM v s d

dng tr thnh mt ngi s dng thnh tho dch v. Do , c th gi thuyt

rng:

Gi thuyt H3: Nhn thc tnh d s dng c tc ng dng (+) ln nh

s dng dch v MHTQM ca ngi tiu dng.

2.4.4 Thnh phn nh hng x hi

25


Khi nim nh hng x hi c nh ngha l mc m ngi s dng nhn

thc rng nhng ngi quan trng khc tin rng h nn s dng h thng mi, sn

phm cng ngh thng tin.

Theo m hnh UTAUT ca Venkatesh v cng s a ra nm 2003, nh hng x

hi c nh hng tch cc n nh s dng. Trong nghin cu ny, s nh hng

x hi c th hin qua vic ngi s dng nhn thc rng nhng ngi xung

quanh nh gia nh, bn b, ng nghip, cp trn hoc cc th ch khc s nh

hng n nh s dng dch v MHTQM ca h. Do , c th a ra gi

thuyt:

Gi thuyt H4: nh hng x hi c tc ng dng (+) ln nh s dng

dch v MHTQM ca ngi tiu dng.

2.4.5 Thnh phn nhn thc s thch th S thch th cp n phm vi trong vic s dng my vi tnh c cm nhn

thch th trong vic s dng n (Davis v cc cng s, 1992). Nhn thc s thch

th c xem l ng c bn trong trong vic s dng sn phm cng ngh thng

tin. Theo nghin cu ca Teo v cc cng s (1999), nhn thc s thch th c

tng quan thun cht ch vi mc thng xuyn s dng internet v s dng

internet hng ngy. Theo nghin cu ca Moon v Kim (2001), nhn thc s thch

th th hin ba thnh phn: s tp trung, s t m v s thch th. H khm ph ra

rng s thch th l tin ca ng c bn trong ca vic s dng world-wide-

web, v khng nh ng c bn trong c tng quan cht ch vi quyt nh s

dng h thng ng dng internet. Theo kt qu ny, k vng rng nhn thc s

thch th nh hng n s chp nhn s dng dch v MHTQM. T , c th

a ra gi thuyt rng:

Gi thuyt H5: Cm nhn s thch th c tc ng dng (+) ln nh s


2.4.6 Thnh phn nhn thc ri ro lin quan n sn phm dch v Trong m hnh chp nhn thng mi in t (e-CAM) v thuyt nhn thc ri ro

(TPR), nhn thc ri ro lin quan n sn phm dch v phn nh s lo lng ca

26


ngi tiu dng trong vic s dng sn phm dch v trc tuyn. Cc ri ro khi s

dng dch v MHTQM gm: l thng tin c nhn, mt account, sn phm thc

khng ng nh suy ngh ban u khi xem qua trn mng. T , c th gi thuyt

rng:

Gi thuyt H6: Cm nhn s ri ro khi s dng c tc ng m (-) ln nh

s dng dch v MHTQM ca ngi tiu dng.

2.4.7 Cc yu t nhn khu Theo nghin cu ca Venkatesh v cc ng s (2003), cc yu t nhn khu nh

gii tnh, tui c tc ng n cc yu t nh hng n nh s dng ca ngi

s dng sn phm dch v cng ngh thng tin. Tc gi thm vo yu t Thu nhp

v trong lnh vc MHTQM thu nhp ca ngi tiu dng cng l mt yu t nhn

khu quan trng tc ng n nh s dng ca h. T , c th hnh thnh gi

thuyt tng qut nh sau:

Gi thuyt H7: Khng c s khc bit v mc tc ng ca cc yu t n

nh s dng dch v MHTQM theo cc yu t nhn khu nh gii tnh,

tui, thu nhp.

2.5 TM TT CHNG 2 Chng 2 gii thiu cc nh ngha v mua hng qua mng cng nh cc phng

thc thanh ton, giao nhn. Kho st tnh hnh mua hng qua mng trn th gii v

Vit Nam. xy dng m hnh nghin cu, tc gi tm hiu t cc m hnh, l

thuyt lin quan nh TRA, TPR, TAM, e-CAM, UTAUT cng nh cc nghin cu

trong v ngoi nc. Da vo cc l thuyt v nghin cu ny, tc gi a ra m

hnh nghin cu cc yu t nh hng n nh s dng dch v MHTQM. M

hnh gm c nm nhm yu t tc ng dng ln nh s dng dch v

MHTQM l: mong i v gi, nhn thc s tin li, nhn thc tnh d s dng,

nh hng x hi v cm nhn s thch th, v mt yu t tc ng m ln nh s

dng l nhn thc ri ro khi s dng.

27

Chng 3. Phng php nghin cu

Chng 3. PHNG PHP NGHIN CU Chng 3 trnh by phng php nghin cu v thc hin xy dng thang o, cch

nh gi v kim nh thang o cho cc khi nim trong m hnh, kim nh s ph

hp ca m hnh v kim nh cc gi thuyt ra.

3.1 THIT K NGHIN CU

ti s c thc hin thng qua 2 giai on: nghin cu nh tnh v nghin

cu nh lng.

Bc Loi nghin cu Phng php K thut

1 S b nh tnh Tho lun tay i

2 Chnh thc nh lng Kho st bng bng cu hi.

S qu trnh nghin cu nh hnh 3.1

3.2 XY DNG THANG O S B

Vic xy dng thang o cho cc khi nim trong m hnh nghin cu cc yu t

nh hng s chp nhn MHTQM c tham kho, k tha v hiu chnh da

trn m hnh chp nhn cng ngh hp nht UTAUT ca Vankatesh (2003), ng

thi cng da trn cc nghin cu sau:

1. Eliasson Malin (2009). Nghin cu v hnh vi mua hng trc tuyn ca ph

n.

2. Hasslinger v cng s (2007). Cc yu t nh hng n ngi tiu dng trc

tuyn.

3. Joongho Ahn, Jinsoo Park & Dongwon Lee (2000). Nghin cu cc yu t nh

hng n s chp nhn thng mi in t E-CAM, Carlson School of

Management, University of Minnesota.

4. Suha A. & Annie M. (2008). S dng m hnh UTAUT trong nghin cu s

chp nhn dch v chnh ph in t Kuwait.

28


Trong nghin cu ny, s dng by khi nim: (1) Mong i v gi, (2) Nhn

thc s thun tin, (3) Nhn thc tnh d s dng, (4) nh hng x hi, (5) Cm

nhn s thch th, (6) Nhn thc ri ro, (7) nh s dng.

Hnh 3.1 S qu trnh nghin cu

29


Cc bin quan st s dng cho cc khi nim ny s c o bng thang o Likert

5 im:

Hon ton khng ng Khng ng Trung ha (Bnh thng) ng Hon ton ng

(a) Thang o s b mong i v gi

Nhn thc v gi cp n mc ca mt c nhn tin rng nu s dng dch v

MHTQM s gip h c th tit kim tin bc v c th so snh v gi trong mua

sm.

Da theo m hnh Cc yu t nh hng n ngi tiu dng trc tuyn ca

Hasslinger v cc cng s (2007), Nghin cu v hnh vi mua hng trc tuyn

ca ph n ca Eliasson Malin (2009) s dng cc bin quan st o lng khi

nim nhn thc v gi bao gm: (1) Ti thy dch v MHTQM c ch trong

vic tit kim tin bc ca ti; (2) S dng dch v MHTQM gip ti d dng so

snh v gi; (3) S dng dch v MHTQM c th gip ti mua c nhng mn

hng vi gi r nht.

(b) Thang o s b nhn thc s thun tin

Nhn thc s thun tin cp n mc ca mt c nhn tin rng nu s dng

dch v MHTQM s gip h t c li ch trong cng vic v cuc sng. Da

theo m hnh Cc yu t nh hng n ngi tiu dng trc tuyn ca

Hasslinger v cc cng s (2007), s dng cc bin quan st o lng khi nim

nhn thc s thun tin bao gm: (1) Ti thy dch v MHTQM c ch trong

vic tit kim thi gian ca ti; (2) S dng dch v MHTQM gip ti tm thng

tin v sn phm nhanh hn; (3) Ti thy s dng dch v MHTQM gip ti mua

sn phm bt c ni no (4) S dng dch v MHTQM c th gip ti mua

sm bt k lc no.

30


(c) Thang o s b nhn thc tnh d s dng

Nhn thc tnh d s dng c nh ngha l mc cm nhn s d dng lin

quan n vic s dng h thng, sn phm cng ngh thng tin. Da vo m hnh

UTAUT v nghin cu s chp nhn s dng dch v chnh ph in t (Suha A.

& Annie M., 2008), thang o ny phi phn nh c cm nhn vic d dng v

khng h phc tp khi s dng, d dng hc cch s dng v d dng tr thnh

ngi s dng thnh tho. Nghin cu ny xut s dng cc bin quan st o

lng khi nim Nhn thc tnh d s dng gm: (1) Hc cch s dng dch v

MHTQM d dng i vi ti; (2) Ti d dng tm c sn phm m mnh cn

khi s dng dch v MHTQM; (3) Cch thc tng tc gia ti v dch v

MHTQM l r rng v d hiu; (4) S dng dch v MHTQM gip ti d dng

so snh thng s k thut gia cc sn phm.

(d) Thang o s b nh hng x hi

nh hng x hi c nh ngha l mc m ngi s dng nhn thc rng

nhng ngi quan trng xung quanh tin rng h nn s dng dch v MHTQM.

nh hng x hi c xem l nhn t quan trng trc tip nh hng n nh

s dng dch v MHTQM. V vic s dng dch v MHTQM l t nguyn

hon ton, khng c tnh cht bt but, nn thang o s b c dng cho cc bin

quan st nh sau: (1) Gia nh, ngi thn (ba m, anh ch em, h hng) ngh rng

ti nn s dng dch v MHTQM; (2) Bn b, ng nghip, khch hng ca ti

s dng dch v MHTQM v h mi ti s dng dch v MHTQM; (3) T

chc ni ti lm vic, hc tp,ng h ti s dng dch v MHTQM; (4) Nhiu

ngi xung quanh, phin tin truyn thng nhc ti dch v MHTQM nn ti

tham gia v s dng th.

(e) Thang o s b Cm nhn s thch th

Theo nghin cu ca Moon v Kim (2001), Cm nhn s thch th th hin ba thnh

phn: s tp trung, s t m v s thch th.

31


Tham kho nghin cu ca Moon v Kim (2001), s dng thang o s b v cc

bin quan st cho thnh phn Cm nhn s thch th bao gm: (1) S dng Internet

v lt web hng ngy l s thch ca ti; (2) Ti c th vui truy cp vo cc

website c dch v MHTQM; (3) Cch thit k, ni dung thng tin v i tng

tham gia hp vi ti nn ti quan tm v thch s dng dch v MHTQM.

(f) Thang o s b nhn thc s ri ro khi s dng

Trong m hnh chp nhn thng mi in t (e-CAM) v thuyt nhn thc ri ro

(TPR), nhn thc ri ro lin quan n sn phm dch v phn nh s bn khon lo

lng ca ngi tiu dng trong vic s dng sn phm dch v trc tuyn. Cc ri ro

khi s dng dch v MHTQM gm: l thng tin c nhn, mt account, sn phm

thc khng ng nh suy ngh ban u khi xem qua trn mng.

S dng cc bin quan st sau o lng nhn thc s ri ro khi s dng dch v

MHTQM: (1) Ti ngh MHTQM khng c cc tnh nng v hiu qu nh m t;

(2) Ti lo rng thng tin c nhn ca ti s b tit l cho i tc th 3 m ti khng

mong mun; (3) Ti ngi rng v an ton ca vic thanh ton, ti s b mt ti

khon, t dn n mt tin bc; (4) Ti lo rng s dng MHTQM lm mt thi

gian, tin bc nhng khng em li hiu qu.

(g) Thang o s b nh s dng

nh s dng cp n nh ca ngi dng s tip tc s dng hoc s s

dng dch v MHTQM. Da theo m hnh UTAUT, E-CAM, v Nghin cu v

hnh vi mua hng trc tuyn ca ph n (Eliasson Malin v cng s, 2009), s

dng ba bin quan st o lng khi nim nh s dng gm: (1) Ti d nh s

s dng (hoc tip tc s dng) dch v MHTQM trong vi thng ti (3 thng); (2)

Ti cho rng l mnh s s dng (hoc tip tc s dng) MHTQM trong thi gian

ti (3 thng); (3) Ti s gii thiu dch v MHTQM cho ngi khc s dng.

32


3.3 NGHIN CU NH TNH

3.3.1 Thc hin nghin cu nh tnh

Thc hin nghin cu nh tnh nhm khm ph, b sung v iu chnh cc bin

quan st dng o lng cc khi nim trong m hnh.

Trong giai on ny, ngi nghin cu s s dng k thut tho lun tay i vi cc

i tng c la chn theo phng php thun tin nhng vn phn nh c c

trng ca tp hp mu quan st.

i tng c chn tham gia nghin cu nh tnh l cc chuyn gia trong lnh

vc mua hng in t qua mng, c kinh nghim s dng trn 2 nm vi thnh phn

nh sau:

- i din cho quan im ngi tiu dng tng s dng dch v MHTQM:

Ch Nguyn Phng Trinh (chuyn vin tm kim nh cung ng, cng ty Thermtrol Vit Nam).

Ch L Kim Quyn (chuyn vin tm kim nh cung ng cao cp, cng ty Thermtrol Vit Nam).

Anh Nguyn Trn Thanh Tn (trng phng qun l n hng, cng ty Thermtrol Vit Nam).

Anh Nguyn Tn Minh Kha (trng phng qun l n hng, cng ty Thermtrol Vit Nam).

Cc i tng trn l nhng ngi c nhiu kinh nghim trong vic tm kim, mua

cc sn phm in t trn mng cho cng ty Thermtrol.

- i din cho quan im ngi tiu dng cha tng s dng dch v MHTQM:

Anh H Trng Lc (trng chuyn sn xut, cng ty Sonion Vit Nam). Anh Trng Hong Phng (trng phng sn xut tinh gn, cng ty Nestle

Vit Nam).

Cc i tng trn l nhng ngi c kin thc v mua hng qua mng, nhng cha

tng mua cc sn phm qua mng.

- i din cho quan im ngi thit k cc trang bn hng trc tuyn:

33


Anh L Honh S (trng nhm thit k, cng ty Cybersoft). i tng kho st l ngi c nhiu kinh nghim trong vic thit k cc trang

website bn hng qua mng.

Phng php thu thp d liu nh tnh: s dng bng tho lun tay i, theo mt

dn bi c chun b trc.

- Ni dung tho lun: Trao i v cc yu t thnh phn nh hng n nh s

dng dch v MHTQM, cc bin quan st cho tng thang o cc thnh phn trong

m hnh. (Bng cu hi phng vn xem ph lc I).

- Trnh t tin hnh:

Tin hnh tho lun tay i gia ngi nghin cu vi tng i tng c chn tham gia nghin cu nh tnh thu nhn d liu lin quan.

Sau khi phng vn ht cc i tng, da trn d liu thu thp c, tin hnh hiu chnh bng cu hi.

D liu hiu chnh c s c trao i li vi cc i tng tham gia mt ln na.Qu trnh nghin cu nh tnh c kt thc khi cc cu hi tho lun u cho

cc kt qu lp li vi cc kt qu trc m khng tm thy s thay i g mi.

3.3.2 Kt qu hiu chnh thang o trong nghin cu nh tnh

Nhn chung, cc kin u ng tnh v ni dung ca cc yu t nh hng n

nh s dng dch v MHTQM.

Mt s kin cho rng cc pht biu cn ngn gn, hn ch vic lm nn qu trnh

tr li cu hi ca ngi c kho st.

ng thi, cc i tng tham gia kho st nh tnh cng b sung mt s pht biu

cn thit o lng mt s thnh phn trong m hnh xut.

a) Thang o mong i v gi

Nhn thc v gi khi s dng dch v MHTQM cp n mc tin tng ca

ngi dng vo nhng li ch v gi m dch v MHTQM mang li cho h. Thang

o s b gm 3 bin quan st, sau khi nghin cu nh tnh, b xung thm pht biu:

34


Cc khuyn mi trn cc trang web c dch v MHTQM gip ti tit kim tin

bc

Bng 3.1 Bng pht biu thang o mong i v gi

M bin Pht biu

Price_01 Ti thy gi c ca cc mn hng in t trn mng r hn so vi

gi c ca hng

Price_02 S dng dch v MHTQM gip ti d dng so snh v gi.

Price_03 S dng dch v MHTQM c th gip ti tit kim c chi ph

i li xem hng

Price_04 Cc khuyn mi trn cc trang web c dch v MHTQM gip ti

tit kim tin bc

b) Thang o nhn thc s thun tin:

Mong i s thun tin khi s dng dch v MHTQM cp n s tin li khi s

dng dch v MHTQM so vi vic mua hng in t ca hng. Thang o Nhn

thc s thun tin ban u c 4 bin quan st. Thang o ny khng c g thay i

so vi ban u:

Bng 3.2 Bng thang o nhn thc s thun tin

M bin Pht biu

Conve_05 Ti thy dch v MHTQM c ch trong vic tit kim thi gian

ca ti

Conve_06 Ti thy s dng dch v MHTQM gip ti tm thng tin v

sn phm mt cch nhanh chng

Conve_07 Ti thy s dng dch v MHTQM gip ti mua sn phm

bt c ni no

Conve_08 Ti thy s dng dch v MHTQM gip ti c th mua sm bt

k lc no

c) Thang o nhn thc tnh d s dng:

35


Nhn thc tnh d s dng dch v MHTQM cp n cm nhn vic d dng,

d hiu khi s dng, d dng tr thnh ngi s dng thnh tho. Thang o s b

nhn thc tnh d s dng ban u c 4 bin quan st. Qua nghin cu nh tnh

loi b bin Hc cch s dng dch v MHTQM d dng i vi ti v c

thay th bng bin Th tc ng k, mua sm v thanh ton ca dch v

MHTQM kh n gin i vi ti. Chnh sa bin Cch thc tng tc gia ti

v dch v MHTQM l r rng v d hiu thnh Cc chc nng trong cc

website MHTQM l r rng v d hiu.

Bng 3.3 Bng pht biu thang o nhn thc tnh d s dng

M bin Pht biu

PEasy_09 Th tc ng k, mua sm v thanh ton ca dch v MHTQM

kh n gin i vi ti.

PEasy_10 Ti d dng tm c sn phm m mnh cn khi s dng dch v

MHTQM.

PEasy_11 Cc chc nng trong cc website MHTQM l r rng v d hiu.

PEasy_12 S dng dch v MHTQM gip ti d dng so snh thng s k

thut gia cc sn phm.

d) Thang o nh hng x hi

nh hng x hi phn nh nhng nh hng, tc ng t pha nhng ngi xung

quanh trong vic khuyn khch, ng h ngi dng s dng dch v MHTQM.

Thang o s b nh hng x hi ban u gm 4 bin quan st. Thang o ny

khng c g thay i so vi ban u:

Bng 3.4 Bng pht biu thang o nh hng x hi

M bin Pht biu

SoInf_13 Gia nh (ba m, anh ch em, h hng) ngh rng ti nn s dng

MHTQM.

SoInf_14 Bn b, ng nghip, khch hng ca ti s dng dch v

MHTQM v h gii thiu cho ti s dng n.

36


SoInf_15 T chc ni ti lm vic, hc tp v sinh hot cng ng ng h

ti s dng dch v MHTQM.

SoInf_16 Phng tin truyn thng thng nhc ti MHTQM nn ti

tham gia v s dng th.

e) Thang o cm nhn s thch th:

Cm nhn s thch th khi s dng dch v MHTQM cp n s th v, ham

thch khi s dng dch v MHTQM. Thang o s b cm nhn s thch th ban

u gm 4 bin. Qua nghin cu nh tnh loi b pht biu: S dng Internet

lt web hng ngy l s thch ca ti v n khng tp trung vo trng im s

thch th ca ngi s dng dch v MHTQM, v c thay th bng pht biu

Ti thch vo cc website c dch v MHTQM tm cc mn hng him.

Chnh sa pht biu Cch thit k, ni dung thng tin v i tng tham gia hp

vi ti nn ti quan tm v thch s dng dch v MHTQM cho ngn gn, trnh

rm r thnh Ti thch cch thit k, trnh by trn cc trang website c dch v

MHTQM. Thm vo pht biu Cc thng tin khuyn mi trn cc website c

dch v MHTQM rt cun ht ti v ngi tiu dng thng b li cun bi cc

chng trnh khuyn mi trn mng.

Bng 3.5 Bng pht biu thang o cm nhn s thch th

M bin Pht biu

Enjoy_17 Ti c th vui truy cp vo cc website c dch v MHTQM.

Enjoy_18 Ti thch vo cc website c dch v MHTQM tm cc mn

hng him.

Enjoy_19 Ti thch cch thit k, trnh by trn cc trang website c dch

v MHTQM.

Enjoy_20 Cc thng tin khuyn mi trn cc website c dch v MHTQM

rt cun ht ti.

f) Thang o nhn thc ri ro khi s dng

37


Nhn thc ri lo lin quan n s dng dch v MHTQM cp n mc lo

lng, quan ngi m ngi s dng cm thy khi s dng dch v MHTQM.

Nghin cu nh tnh gip hiu chnh cc t ng ngi c kho st d hiu m

khng c thm hay bt pht biu no. Sau khi hiu chnh, thang o nhn thc s ri

ro khi s dng nh sau:

Bng 3.6 Bng pht biu thang o nhn thc s ri ro

M bin Pht biu

PRisk_21 Ti e rng MHTQM khng c cc tnh nng v hiu qu nh

c qung co.

PRisk_22 Ti lo rng thng tin c nhn ca ti s b tit l cho i tc th 3

m ti khng mong mun.

PRisk_23 Ti lo ngi rng v an ton ca vic thanh ton, ti s b mt

ti khon, t dn n mt tin bc.

PRisk_24 Ti lo rng s dng MHTQM lm mt thi gian, tin bc ca h

nhng khng em li hiu qu.

g) Thang o nh s dng

nh s dng cp n nh ca ngi dng s tip tc s dng hoc s s

dng dch v MHTQM, b sung thm mt bin quan st l: Ti s (hoc s tip

tc) tm hiu cch s dng MHTQM. Cui cng, thang o d nh s dng nh

sau:

Bng 3.7 Bng pht biu thang o nh s dng

M bin Pht biu

Inten_25 Ti d nh s s dng (hoc tip tc s dng) MHTQM trong

thi gian ti.

Inten_26 Ti cho rng l mnh s s dng (hoc tip tc s dng)

MHTQM trong thi gian ti.

Inten_27 Ti s tm hiu s dng thnh tho MHTQM trong thi gian

ti.

Inten_28 Ti s gii thiu cho nhiu ngi cng s dng MHTQM.

38


3.3.3 Tm tt kt qu nghin cu nh tnh

Nghin cu nh tnh gip hiu chnh thang o cho cc thnh phn trong m

hnh nghin cu nh sau:

- Hiu chnh t ng trong cc thang o d hiu hn.

- Thm vo 5 bin quan st, loi b 2 bin quan st, hiu chnh t ng cho 2 bin

quan st.

- Cui cng m hnh Nghin cu cc yu t tc ng n nh s dng dch v

MHTQM s dng 6 khi nim thnh phn c tc ng n nh s dng, v c

tng cng 28 bin quan st trong m hnh ny.

3.4 NGHIN CU NH LNG

Nghin cu nh lng c thc hin thng qua bng cu hi kho st. Sau khi

bng cu hi c hiu chnh bc nghin cu nh tnh tr thnh bng cu hi

chnh thc th tin hnh thc hin thu thp d liu. Thng tin thu thp c dng

nh gi tin cy v gi tr ca thang o, kim nh thang o, kim nh s ph

hp ca m hnh.

3.4.1 Thit k mu

Mu s c chn theo phng php thun tin, mt trong cc hnh thc chn mu

phi xc sut. Kch thc mu cn thit ph thuc vo k thut phn tch d liu

c s dng, yu t ti chnh v kh nng tip cn i tng thm d (Malhotra,

1999, dn theo Nguyn Thanh Hng, 2009). Da vo l thuyt phn phi mu ln,

phng php phn tch cu trc tuyn tnh i hi kch thc mu ln c c

c lng tin cy (Joreskog v Sorborn, 1996, dn theo Nguyn Thanh Hng, 2009).

Tuy nhin, kch thc bao nhiu l ph hp th hin nay cha c xc nh r rng.

Nu s dng phng php c lng Maximum Likelihood th kch thc mu ti

thiu t 100 n 150, cng c nh nghin cu cho rng kch thc mu ti hn phi

l 200 (Nguyn nh Th v Nguyn Th Mai Trang, 2007; Hair v cng s, 1998).

Cng c nghin cu cho rng, s mu t nht phi gp 5 ln s bin quan st (Phm

c K, 2005).

39


Nghin cu ny d kin s ly mu vi kch thc 500 mu cho 28 bin quan st.

Kch thc mu ny s l c s chun b s lng bng cu hi s pht i.

3.4.2 Thu thp d liu

Vic thu thp d liu c thc hin thng qua phng vn bng bng cu hi. Vi

i tng nghin cu l nhng ngi i lm vic tui t 22 tui tr ln.

Vic kho st c tin hnh bng vic phi hp cc phng php gm: thit k

bng cu hi trc tuyn trn Internet v gi a ch i tng kho st tr li trc

tuyn v thng tin c ghi vo c s d liu, pht bng cu hi c in sn n

ngi c kho st v nhn li kt qu sau khi hon tt.

a im nghin cu: TP H Ch Minh v cc tnh ln cn.

Thi gian: T 01/04/2010 ~ 15/06/2010.

3.4.3 Phn tch d liu

Trnh t tin hnh phn tch d liu c thc hin nh sau:

- Bc 1 Chun b thng tin: thu nhn bng tr li, tin hnh lm sch thng tin,

m ha cc thng tin cn thit trong bng tr li, nhp liu v phn tch d liu

bng phn mm SPSS 16.0.

- Bc 2 Thng k: tin hnh thng k m t d liu thu thp c.

- Bc 3 nh gi tin cy: tin hnh nh gi thang o bng phn tch

Cronbach Alpha

- Bc 4 Phn tch nhn t khm ph: phn tch thang o bng phn tch nhn t

khm ph EFA (Exploratory Factor Analysis).

- Bc 5 Phn tch hi quy a bin: thc hin phn tch hi quy a bin v kim

nh cc gi thuyt ca m hnh vi mc ngha l 5%.

Phn tch d liu da trn cc bin nhn khu phn tch s khc bit gia cc

nhm sau: Nam v N; Thu nhp cao v Thu nhp thp; Tr tui v Ln tui.

3.4.3.1 nh gi tin cy thang o

tin cy ca thang o c nh gi bng phng php nht qun ni ti qua h

s Cronbach Alpha. H s Cronbach Alpha cng ln th tin cy nht qun ni ti

40


cng cao. S dng phng php h s tin cy Cronbach Alpha trc khi phn tch

nhn t khm ph EFA loi cc bin khng ph hp v cc bin ny c th to ra

cc yu t gi (Nguyn nh Th v Nguyn Th Mai Trang, 2007).

H s tin cy Cronbach Alpha ch cho bit cc bin o lng c lin kt vi nhau

hay khng nhng khng cho bit bin no cn loi b i v bin no cn gi li. Do

, kt hp s dng h s tng quan bin - tng loi ra nhng bin khng ng

gp nhiu cho khi nim cn o (Hong Trng v Chu Nguyn Mng Ngc, 2005).

Cc tiu ch s dng khi thc hin nh gi tin cy thang o gm:

H s tin cy Cronbach Alpha: ln hn 0.8 l thang o lng tt; t 0.7 n 0.8 l s dng c; t 0.6 tr ln l c th s dng trong trng hp khi nim

nghin cu l mi hoc l mi trong hon cnh nghin cu (Nunnally, 1978;

Peterson, 1994; Slater, 1995; dn theo Hong Trng v Chu Nguyn Mng Ngc,

2005). Trong nghin cu ny, tc gi chn thang o c tin cy Cronbach Alpha

ln hn 0.7.

H s tng quan bin - tng: cc bin quan st c tng quan bin-tng nh (nh hn 0.3) c xem l bin rc th s c loi ra v thang o c chp

nhn khi h s tin cy Cronbach Alpha t yu cu.

3.4.3.2 Phn tch nhn t khm ph EFA

Phn tch nhn t c dng tm tt d liu v rt gn tp hp cc yu t quan

st thnh nhng yu t chnh dng trong cc phn tch, kim nh tip theo (gi l

cc nhn t). Cc nhn t c rt gn ny s c ngha hn nhng vn cha ng

hu ht ni dung thng tin ca tp bin quan st ban u. Phn tch nhn t khm

ph c dng kim nh gi tr khi nim ca thang o.

Cch thc hin v tiu ch nh gi trong phn tch nhn t khm ph EFA:

Phng php: i vi thang o a hng, s dng phng php trch yu t l Principal Axis Factoring vi php quay Promax v im dng khi trch cc yu t

EigenValue ln hn hoc bng 1. Phng php ny c cho rng s phn nh d

liu tt hn khi dng principal components vi php quay Varimax (Nguyn nh

Th v Nguyn Th Mai Trang, 2007). i vi thang n hng th s dng phng

41


php trch yu t Principal Components. Thang o chp nhn c khi tng phng

sai trch c bng hoc ln hn 50% (Nguyn nh Th v Nguyn Th Mai Trang,

2007).

Tiu chun: H s ti nhn t phi ln hn hoc bng 0.5 m bo mc ngha thit thc ca EFA. Cc mc gi tr ca h s ti nhn t: ln hn 0.3 l mc

ti thiu chp nhn c; ln hn 0.4 l quan trng; ln hn 0.5 l c ngha thc

tin. Tiu chun chn mc gi tr h s ti nhn t: c mu t nht l 350 th c th

chn h s ti nhn t ln hn 0.3; nu c mu khong 100 th nn chn h s ti

nhn t ln hn 0.55; nu c mu khong 50 th h s ti nhn t phi ln hn 0.75

(Hair, 1998; dn theo L Ngc c, 2008).

T c s l thuyt trn, m hnh Nghin cu cc yu t nh hng n nh s

dng dch v MHTQM s dng 28 bin quan st s dng phn tch nhn t EFA

theo cc bc sau:

i vi cc bin quan st o lng 6 khi nim thnh phn v khi nim nh s dng dch v MHTQM u l cc thang o n hng nn s dng

phng php trch nhn t Principal Components vi php quay Varimax v im

dng khi trch cc yu t c EigenValues > 1.

Sau tin hnh thc hin kim nh cc yu cu lin quan gm: Kim nh Barlett: cc bin quan st c tng quan vi nhau trong tng th. Xem xt tr s KMO: nu KMO trong khong t 0.5 n 1 th phn tch nhn t l thch hp vi d liu; ngc li, KMO nh hn 0.5 th phn tch nhn t c kh

nng khng thch hp vi cc d liu (Hong Trng & Chu Nguyn Mng Ngc,

2005).

phn tch EFA c gi tr thc tin; tin hnh loi cc bin quan st c h s ti nhn t nh hn 0.5.

Xem li thng s Eigenvalues (i din cho phn bin thin c gii tch bi mi nhn t) c gi tr ln hn 1.

Xem xt tng phng sai trch (yu cu ln hn hoc bng 50%: cho bit cc nhn t c trch gii thch % s bin thin ca cc bin quan st.

42


3.4.3 Phn tch hi quy a bin

a) Phn tch tng quan

Cc thang o c nh gi t yu cu c a vo phn tch tng quan Pearson

(v cc bin c o bng thang o khong) v phn tch hi quy kim nh cc

gi thuyt. Phn tch tng quan Pearson c thc hin gia bin ph thuc v cc

bin c lp nhm khng nh c mi quan h tuyn tnh gia bin ph thuc v cc

bin c lp, khi vic s dng phn tch hi quy tuyn tnh l ph hp. Gi tr

tuyt i ca Pearson cng gn n 1 th hai bin ny c mi tng quan tuyn tnh

cng cht ch. ng thi cng cn phn tch tng quan gia cc bin c lp vi

nhau nhm pht hin nhng mi tng quan cht ch gia cc bin c lp. V

nhng tng quan nh vy c th nh hng ln n kt qu ca phn tch hi quy

nh gy ra hin tng a cng tuyn (Hong Trng v Chu Nguyn Mng Ngc,

2005).

b) Phn tch hi quy a bin

Sau khi kt lun hai bin c mi quan h tuyn tnh vi nhau th c th m hnh ha

mi quan h nhn qu ny bng hi quy tuyn tnh (Hong Trng v Chu Nguyn

Mng Ngc, 2005).

Nghin cu thc hin hi quy a bin theo phng php Enter: tt c cc bin c

a vo mt ln v xem xt cc kt qu thng k lin quan.

Kim nh gi thuyt:

Qu trnh kim nh gi thuyt c thc hin theo cc bc sau:

- nh gi ph hp ca m hnh hi quy a bin thng qua R2 v R2 hiu

chnh.

- Kim nh gi thuyt v ph hp ca m hnh.

- Kim nh gi thuyt v ngha ca h s hi quy tng thnh phn.

- Kim nh gi thuyt v phn phi chun ca phn d: da theo biu tn

s ca phn d chun ha; xem gi tr trung bnh bng 0 v lch chun bng 1.

- Kim tra gi nh v hin tng a cng tuyn thng qua gi tr ca dung sai

(Tolerance) hoc h s phng i phng sai VIF (Variance Inflation Factor). Nu

43


VIF > 10 th c hin tng a cng tuyn (Hong Trng v Chu Nguyn Mng

Ngc, 2005; dn theo Nguyn Ngc c, 2008).

- Xc nh mc nh hng ca cc yu t tc ng nh s dng dch

v MHTQM: h s beta ca yu t no cng ln th c th nhn xt yu t c

mc nh hng cao hn cc yu t khc trong m hnh nghin cu.

3.5 TM TT CHNG 3 Chng 3 trnh by chi tit phng php thc hin nghin cu. Qu trnh nghin

cu c thc hin qua hai bc chnh l nghin cu s b v nghin cu chnh

thc. Nghin cu s b s dng phng php nh tnh thng qua k thut tho lun

tay i gia ngi nghin cu v i tng tham gia nghin cu. Kt qu nghin

cu nh tnh gip chnh sa m hnh tr thnh c 28 bin quan st o lng 6 khi

nim trong m hnh. Nghin cu chnh thc c thc hin bng phng php nh

lng thng qua phng vn bng bng cu hi. Chng 3 cng trnh by cc phn

lin quan n qu trnh nghin cu nh lng nh: xy dng bng cu hi phng

vn, thit k mu, thu thp d liu, gii thiu k thut v yu cu cho vic phn tch

d liu.

44

Chng 4. Kt qu nghin cu

CHNG 4. KT QU NGHIN CU Chng 4 s trnh by v kt qu thc hin nghin cu gm: m t d liu thu thp

c, tin hnh nh gi v kim nh thang o, kim nh s ph hp ca m hnh

nghin cu, kim nh cc gi thuyt ca m hnh nghin cu.

4.1 C IM MU KHO ST

Mu c thu thp theo phng php thun tin di hnh thc bng cu hi kho

st. Sau khi loi b bng cu hi c tr li khng hp l (do thiu cc thng tin

quan trng hoc c tui nh hn iu kin kho st ), cn li 467 bng cu hi

hp l c a vo phn tch nh lng.

Bng 4.1 Hnh thc thu thp d liu

Hnh thc thu thp d liu S lng pht

hnh

S lng

phn hi

T l hi

p

S lng

hp l

In v pht bng cu hi

trc tip 500 382 76.40% 351

ng trc tuyn trn

website, gi tin nhn trn

Skype, Yahoo Messenger

mi kho st trc tuyn

200 121 60.50% 116

Tng cng 700 503 71.86% 467

4.1.1 Thng tin nhn bit vic s dng dch v MHTQM

a) T l nhn bit cc trang bn hng qua mng ph bin Vit Nam

Trong cuc kho st, trang ebay.vn c nhiu ngi bit n nhiu nht vi

88.22%, tip theo l cc trang chodientu.vn (68.09%), 123mua.com.vn (59.10%),

5giay.vn (51.61%) v amazon.com (51.18%).

45


Bng 4.2 T l nhn bit cc trang web bn hng trc tuyn ph bin

Tn trang bn hng trc tuyn S lng T l (%)

ebay.vn 412 88.22%

chodientu.vn 318 68.09%

123mua.com.vn 276 59.10%

5giay.vn 241 51.61%

amazon.com 239 51.18%

megabuy.vn 145 31.05%

Nhn xt: Vi thng hiu ni ting th gii, cng vi s thanh ton linh hot, hin

nay Ebay.vn vn l trang web bn hng qua mng c nhiu ngi bit n nht.

Cc trang web bn hng qua mng khc nh 123mua.com.vn, chodientu.vn,

5giay.vn cng ang dn c nhiu ngi tiu dng bit n. Vi s lin doanh

gia Ebay.vn v chodientu.vn t nm 2009, trang chodientu.vn c nhiu ngi

tiu dng s dng hn.

b) Thi gian truy cp vo MHTQM:

Trong s 467 i tng kho st, c 46 i tng (9.85%) cha tng s dng

MHTQM mc d h bit v MHTQM. Phn ln i tng quan st thng truy

cp vo cc site MHTQM trung bnh t 10-30 pht l 61.46% v t trn 30 pht l

16.27%.

Bng 4.3 Thi gian trung bnh mt ln truy cp MHTQM

Thi gian truy cp S lng T l (%)

Cha s dng 46 9.85%

Di 10 pht 58 12.42%

T 10-30 pht 287 61.46%

Trn 30 pht 76 16.27%

c) Tn sut truy cp vo MHTQM

46


Trong s 467 i tng quan st, c 46 i tng (chim 9.85%) i tng cha s

dng dch v MHTQM, 161 i tng (chim 34.48%) ch truy cp di 2 ln

trong mt thng, 117 i tng (chim 25.05%) truy cp t 3-5 ln, 59 i tng

(chim 12.63%) truy cp t 6-10 ln v s cn li (17.99%) truy cp trn 10 ln mt

thng.

Bng 4.4 Tn sut truy cp cc trang web bn hng in t qua mng

S ln truy cp/thng S lng T l (%)

Cha s dng 46 9.85%

T 1-2 ln 161 34.48%

T 3-5 ln 117 25.05%

T 6-10 ln 59 12.63%

Trn 10 ln 84 17.99%

d) Thng k thi quen s dng Internet

Trong s 467 i tng quan st, nhiu nht l s i tng s dng Internet trn t

trn 7 nm (chim 42.40%). V t nht l i tng s dng Internet di 3 nm

(chim 0.21%).

Bng 4.5 Thng k kinh nghim s dng Internet

Kinh nghim s dng Internet S lng T l (%)

Di 3 nm 1 0.21%

T 3-5 nm 86 18.42%

T 5-7 nm 182 38.97%

Trn 7 nm 198 42.40%

4.1.2 Thng tin thuc tnh i tng nghin cu

a) T l gii tnh ca mu quan st:

Qua thng k trong mu quan st c s lng n gii s dng MHTQM nhiu hn

s nam gii, c th: nam chim 44.97% v n chim 55.03%.

47


Bng 4.6 Thng k mu theo gii tnh

Gii tnh S lng T l (%)

Nam 210 44.97%

N 257 55.03%

b) tui ca mu quan st:

Loi cc i tng c tui di 22, phn b nhiu nht nhm tui t 25-27

(chim 44.54%), tui t 31 n 40 chim 26.98%, tui t 28 - 30 chim

19.20%, thp nht l nhm tui t 22-25 v trn 40 (chim t l ln lt l 5.78% v

4.50%).

Bng 4.7 Thng k mu theo nhm tui

Nhm tui S lng T l (%)

T 22-24 tui 27 5.78%

T 25-27 tui 208 44.54%

T 28-30 tui 85 18.20%

T 31-40 tui 126 26.98%

Trn 40 tui 21 4.50%

Nhn xt mu kho st: i tng kho st l thnh phn tr tui, tp trung trong

khong t 25-27 tui. Hu ht u c kinh nghim s dng Internet, c kin thc v

dch v MHTQM.

4.2 NH GI TIN CY CA THANG O

4.2.1 Tiu chun nh gi

Phn tch Cronbachs Alpha l mt php kim nh thng k v mc cht ch m

cc mc hi trong thang o tng quan vi nhau. y l phn tch cn thit cho

thang o phn nh, n c dng loi cc bin khng ph hp trc khi phn

tch nhn t khm ph EFA. Thang o chp nhn c khi c tr s Cronbachs

Alpha t 0.6 cho mc ch nghin cu khm ph (Nunnally v Burnstein, 1994).

48


H s tng quan bin tng l h s tng quan ca mt bin vi im trung bnh

ca cc bin khc trong cng mt thang o, do , h s ny cng cao th s tng

quan ca cc bin vi cc bin khc trong cng mt nhm cng cao. H s tng

quan bin tng phi ln hn 0.3. Cc bin c h s tng quan bin tng nh

hn 0.3 c xem l bin rc v b loi khi thang o (Nunnally v Burnstein, 1994).

4.2.2 Kt qu phn tch Crombach Alpha

Bng 4.8 Kt qu phn tch Cronbachs Alpha

Yu

t

Bin quan st Gi tr trung

bnh

lch

chun

Tng quan

bin tng

Crombach Alpha

nu bin b loi

Price_01 3.52 0.920 0.681 0.731

Price_02 3.94 0.892 0.542 0.799

Price_03 3.57 0.832 0.662 0.743

Price_04 3.49 0.868 0.620 0.761

Mon

g

i v

gi

H s Crombach Alpha ca yu t: 0.808

Conve_05 3.26 1.127 0.531 0.762

Conve_06 3.45 1.035 0.718 0.654

Conve_07 3.91 .843 0.478 0.778

Conve_08 3.56 1.027 0.638 0.699

Nh

n thc

s th

un

tin H s Crombach Alpha ca yu t: 0.781

PEasy_09 3.14 1.025 0.594 0.715

PEasy_10 2.82 1.098 0.587 0.716

PEasy_11 3.21 1.244 0.531 0.748

PEasy_12 3.15 1.185 0.610 0.703

Nh

n thc

tnh

d

s dn

g

H s Crombach Alpha ca yu t: .774

SoInf_13 3.16 1.224 0.720 0.745

nh

hn

g

SoInf_14 3.10 1.170 0.714 0.748

49


SoInf_15 3.47 1.081 0.594 0.803

SoInf_16 3.33 1.100 0.574 0.812 H s Crombach Alpha ca yu t: 0.825

Enjoy_17 3.79 .990 0.735 0.823

Enjoy_18 3.71 .926 0.743 0.821

Enjoy_19 3.71 1.030 0.793 0.797

Enjoy_20 3.54 1.090 0.614 0.875

Cm

nh

n s

thc

h th


PRisk_21 2.81 1.186 0.706 0.738

PRisk_22 2.67 1.357 0.755 0.706

PRisk_23 2.70 1.346 0.721 0.724

PRisk_24 2.96 1.283 0.390 0.874

Nh

n thc

s r

i ro


Inten_25 3.46 0.818 0.606 0.779

Inten_26 3.39 0.819 0.696 0.737

Inten_27 3.55 0.869 0.677 0.745

Inten_28 3.51 0.803 0.558 0.800

n

h s

dn

g


Nhn xt: Cc khi nim thnh phn u c h s Crombach Alpha ln hn 0.6. Trong thp

nht l khi nim thnh phn Nhn thc tnh d s dng vi h s Crombach Alpha

l 0.774 v cao nht l khi nim thnh phn Cm nhn s thch th (0.867). iu

ny cho thy cc bin c mi lin h cht ch vi nhau trong cng khi nim thnh

phn.

H s tng quan bin-tng ca cc bin u ln hn 0.3, phn b t 0.390 n

0.793, nn chp nhn cc tt c cc bin. Cc bin ny s c a vo phn tch

nhn t khm ph EFA.

50


4.3 PHN TCH NHN T KHM PH EFA

Cc thang o khi nim trong m hnh t yu cu trong nh gi tin cy s c

tin hnh s dng trong phn tch nhn t khm ph EFA.

4.3.1 Tiu chun nh gi:

Nghin cu ny s dng phng php trch yu t Principal component vi php

quay Varimax v im dng khi trch cc yu t c EigenValues ln hn hoc bng

1 i vi 24 bin quan st o lng.

Thc hin cc phn tch:

- Kim nh Gi thuyt cc bin quan st c tng quan vi nhau trong tng th da

vo h s KMO v kim nh Barlett. Phn tch nhn t l thch hp khi h s KMO

>0.5 v mc ngha Barlett < 0.05 (Hair v cng s, 2006).

- Tin hnh loi cc bin quan st c h s ti nhn t < 0.5 (Hair v cng s, 2006).

- Chn cc nhn t c gi tr Eigenvalues > 1 v tng phng sai trch c > 50%

(Gerbing v Anderson, 1988).

4.3.2 Kt qu phn tch

Phn tch EFA ln th nht:

Kt qu phn tch EFA ln 1 nh bng ph lc III.3.1.

kt qu phn tch EFA ln 1, loi bin SoInf_16 v PRisk_24 v c h s ti nhn

t < 0.5.

Tin hnh phn tch EFA ln 2 vi 26 bin cn li.

Phn tch EFA ln th hai:

Kt qu phn tch EFA ln 2 nh bng ph lc III.3.2.

Gi thuyt H0: Cc bin quan st khng c s tng quan nhau trong tng th.

51


Kim nh Barlett: Sig=0.000 < 5%: Bc b H0, cc bin quan st trong phn tch

EFA l c tng quan nhau trong tng th.

H s KMO= 0.833 > 0.5: phn tch nhn t l cn thit cho d liu phn tch. C 6 nhn t c trch t phn tch EFA vi:

- Gi tr Eigenvalues ca cc nhn t u > 1: t yu cu.

- Cc bin quan st c h s ti > 0.5: t yu cu

- Gi tr tng phng sai trch = 69.364% (> 50%): phn tch nhn t EFA t yu

cu. C th ni rng 6 nhn t c trch ny gii thch 69.364% bin thin ca d

liu.

Bng 4.9 Bng lit k h s ti nhn t phn tch EFA ln th 2

Rotated Component Matrixa

Component

Tn bin M ha 1 2 3 4 5 6 7

So thich-thich thiet ke web Enjoy_19 .847

So thich-So thich cua toi Enjoy_18 .816

So thich - tim hang hieu Enjoy_17 .810

So thich-khuyen mai thu hut Enjoy_19 .604

Gia-re hon o cua hang Price_01 .842

Gia-tiet kiem chi phi di lai Price_03 .794

Gia-tiet kiem tien do khuyen mai

Price_04 .754

Gia-de so sanh gia Price_02 .736

Y dinh- du dinh sd trong tg toi Inten_26 .774

Y dinh-se su dung trong tg toi Inten_25 .750

Y dinh-se sd thanh thao Inten_27 .730

Y dinh- se gt cho nhieu nguoi sd

Inten_28 .658

Tien loi-tim thong tin nhanh chong

Conve_06 .811

52


Rotated Component Matrixa

Component

Tn bin M ha 1 2 3 4 5 6 7

Tien loi-mua sam bat cu khi nao

Conve_07 .738

Tien loi-mua sam bat cu luc nao

Conve_08 .664

Tien loi-Tiet kiem thoi gian Conve_05 .596

De dang-chuc nang de hieu PEasy_12 .778

De dang-de so sanh dac tinh sp

PEasy_11 .722

De dang-de tim san pham PEasy_10 .680

De dang-de dang dang ky PEasy_09 .658

Rui ro-mat thong tin ca nhan PRisk_22 .944

Rui ro-an toan thanh toan PRisk_23 .934

Rui ro-khong nhu quang cao PRisk_21 .750

Xa hoi-nguoi than khuyen khich SoInf_13 .794

Xa hoi-Dong nghiep khuyen khich

SoInf_14 .758

Xa hoi-cong ty khuyen khich SoInf_15 .653

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

Kt qu phn tch nhn t EFA ln th 2 cho thy, c 7 nhn t c trch ra, cc

nhn t ny tng ng vi 6 khi nim c lp ban u l (1) Cm nhn s thch

th; (2) Mong i v gi; (3) Nhn thc s d s dng; (4) nh hng x hi; (5)

Nhn thc s ri ro khi s dng; (6) Nhn thc s tin li, v 1 khi nim ph thuc

l nh s dng. Kt qu phn tch nhn t cho thy nhm bin quan st ca cc

nhn t ny c h s ti nhn t tt (t 0.596 tr ln) v h s Cronbachs Alpha ca

53


cc nhn t u ln hn 0.7. Do m hnh sau khi hiu chnh vn s bao gm 6

nhn t khi nim thnh phn nh m hnh xut ban u.

4.4 M HNH NGHIN CU SAU KHI NH GI THANG O

T cc kt qu phn tch trn, khng c s thay i trong cc thnh phn nh

hng n nh s dng dch v MHTQM. M hnh nghin cu s gi nguyn

m hnh xut ban u gm: 6 bin c lp l cc bin thnh phn tc ng n

nh s dng dch v MHTQM v 1 bin ph thuc l nh s dng.

Bng 4.10 Bng tm tt gi thuyt trong m hnh nghin cu

Gi thuyt Ni dung

H1 Mong i v gi c tc ng dng (+) ln nh s dng dch v

MHTQM ca ngi tiu dng

H2 Nhn thc s thun tin c tc ng dng (+) ln nh s dng

dch v MHTQM ca ngi tiu dng

H3 Nhn thc s d s dng c tc ng dng (+) ln nh s dng

dch v MHTQM ca ngi tiu dng

H4 nh hng x hi c tc ng dng (+) ln nh s dng dch v

MHTQM ca ngi tiu dng

H5 Cm nhn s thch th c tc ng dng (+) ln nh s dng dch

v MHTQM ca ngi tiu dng

H6 Nhn thc s ri ro khi s dng c tc ng m (-) ln nh s


4.5 KIM NH M HNH NGHIN CU V CC GI THUYT

4.5.1 Phn tch tng quan

54


Phn tch tng quan c thc hin gia bin ph thuc l nh s dng

(INTEN) v cc bin c lp nh: Mong i v gi (PRICE), Nhn thc s tin li

(CONVE), Nhn thc s d s dng (PEASY) Cm nhn s thch th (ENJOY),

nh hng x hi (SOINF), Nhn thc s ri ro khi s dng (PRISK). ng thi

cng phn tch tng quan gia cc bin c lp vi nhau nhm pht hin nhng

mi tng quan cht ch gia cc bin c lp. V nhng tng quan nh vy c th

nh hng ln n kt qu ca phn tch hi quy nh gy ra hin tng a cng

tuyn.

Kt qu phn tch tng quan Pearson nh bn di

Bng 4.11 Kt qu phn tch tng quan Pearson

Correlations

INTEN PRICE CONVE PEASY SOINF ENJOY PRISK Pearson Correlation 1.000 .237** .393** .435** .454** .389** -.276**

Sig. (2-tailed) .000 .000 .000 .000 .000 .000

INTEN

N 467.000 467 467 467 467 467 467

Pearson Correlation .237** 1.000 .052 .026 .104* -.139** -.025

Sig. (2-tailed) .000 .262 .574 .025 .003 .596

PRICE

N 467 467.000 467 467 467 467 467

Pearson Correlation .393** .052 1.000 .357** .584** .480** -.086

Sig. (2-tailed) .000 .262 .000 .000 .000 .063

CONVE

N 467 467 467.000 467 467 467 467

Pearson Correlation .435** .026 .357** 1.000 .436** .412** -.156**

Sig. (2-tailed) .000 .574 .000 .000 .000 .001

PEASY

N 467 467 467 467.000 467 467 467

Pearson Correlation .454** .104* .584** .436** 1.000 .468** -.108*

Sig. (2-tailed) .000 .025 .000 .000 .000 .020

SOINF

N 467 467 467 467 467.000 467 467

55


Correlations

INTEN PRICE CONVE PEASY SOINF ENJOY PRISK Pearson Correlation .389** -.139** .480** .412** .468** 1.000 -.165**

Sig. (2-tailed) .000 .003 .000 .000 .000 .000

ENJOY

N 467 467 467 467 467 467.000 467

Pearson Correlation -.276** -.025 -.086 -.156** -.108* -.165** 1.000

Sig. (2-tailed) .000 .596 .063 .001 .020 .000

PRISK

N 467 467 467 467 467 467 467.000

**. Correlation is significant at the 0.01 level (2-tailed).

Nhn xt: cc bin c lp u c tng quan tuyn tnh kh mnh vi bin ph

thuc, cc h s tng quan u c ngha thng k (p < 0.01).

C th, mi quan h tng quan gia bin nh s dng (INTEN) v Ri ro khi s

dng dch v (PRISK) l (r = -0.276), tng quan gia nh s dng (INTEN) v

nh hng x hi l (r = 0.454), vi Nhn thc s d s dng (PEASY) (r = 0.435),

tng quan vi Nhn thc s tin li (CONVE) l r = 0.393, tng quan vi Cm

nhn s thch th (ENJOY) l r = 0.389 v tng quan vi Mong i v gi

(PRICE) l r = 0.237.

Nh vy, vic s dng phn tch hi quy tuyn tnh l ph hp. Tuy nhin, kt qu

phn tch tng quan cng cho thy h s tng quan gia cc bin c lp mc

tng quan mnh nn cn quan tm n hin tng a cng tuyn khi phn tch hi

quy a bin.

4.5.2 Phn tch hi quy

Phn tch hi quy c tin hnh vi 6 bin c lp l Mong i v gi (PRICE),

Nhn thc s thun tin (CONVE), Nhn thc tnh d s dng (PEASY) Cm nhn

s thch th (ENJOY), nh hng x hi (SOINF), Nhn thc s ri ro khi s dng

(PRISK) v mt bin ph thuc l nh s dng (INTEN), s dng phng php

Enter.

Phng trnh hi quy tuyn tnh a bin c dng nh sau:

56


INTEN = 0 + 1*PRICE + 2*CONVE + 3*PEASY + 4*SOINF+ 5* ENJOY + 6*

PRISK +

Kt qu hi quy a bin nh bng 4.12.

Bng 4.12 Bng phn tch cc h s ca cc yu t c lp trong hi quy a bin

Model Summaryb

Model R R Square Adjusted R Square

Std. Error of the

Estimate Durbin-Watson

1 .620a .384 .376 .52246 2.076

a. Predictors: (Constant), PRISK, PRICE, CONVE, PEASY, ENJOY, SOINF

b. Dependent Variable: INTEN

ANOVAb

Model Sum of Squares df Mean Square F Sig.

Regression 78.422 6 13.070 47.883 .000a

Residual 125.563 460 .273

1

Total 203.985 466

a. Predictors: (Constant), PRISK, PRICE, CONVE, PEASY, ENJOY, SOINF

b. Dependent Variable: INTEN

Coefficientsa

Unstandardized

Coefficients

Standardized

Coefficients Collinearity Statistics

Model B Std. Error Beta t Sig. Tolerance VIF

(Constant) 1.298 .205 6.327 .000

PRICE .214 .036 .226 5.991 .000 .939 1.065

CONVE .087 .040 .104 2.199 .028 .599 1.670

PEASY .163 .032 .217 5.121 .000 .744 1.345

SOINF .118 .033 .177 3.634 .000 .567 1.764

ENJOY .131 .036 .169 3.677 .000 .636 1.572

1

PRISK -.103 .021 -.181 -4.843 .000 .962 1.040

a. Dependent Variable: INTEN

57


Nhn xt:

ph hp ca m hnh: Nh vy, m hnh nghin cu c R2 hiu chnh l 0.376, ngha l 37.6% s bin

thin ca nh s dng (INTEN) c gii thch bi s bin thin ca cc thnh

phn nh: Mong i v gi (PRICE), Nhn thc s d s dng (PEASY), Mong i

s thun tin (CONVE), Cm nhn s thch th (ENJOY), nh hng x hi

(SOINF), Nhn thc s ri ro khi s dng (PRISK).

Kim nh gi thuyt v s ph hp ca m hnh Gi thuyt H0: 1= 2= 3= 4= 5 =0 (tt c h s hi quy ring phn bng 0)

Gi tr sig(F)=0.000 < mc ngha (5%): Gi thuyt H0 b bc b. iu c ngha

l s kt hp ca cc bin c lp hin c trong m hnh c th gii thch c s

bin thin ca bin ph thuc. M hnh hi quy tuyn tnh xy dng ph hp vi

tp d liu hin c.

sig(1), sig(2), sig(3), sig(4), sig(5), sig(6) < mc ngha (5%), nn cc bin c lp tng ng l PRICE, PEASY, SOINF, ENJOY, PRISK c h s hi quy

ring phn c ngha v mt thng k mc ngha 5%.

Phn d: T biu tn s phn d chun ha (xem ph lc III.5) c tr trung bnh = 1.5*10-16 0; lch chun = 0.994 1: phn phi phn d c dng gn chun, tha yu cu gi nh v phn phi chun ca phn d.

Kim tra a cng tuyn: Cc gi tr VIF < 10: Hin tng a cng tuyn ca cc bin c lp khng nh hng n kt qu gii thch ca m hnh.

H s Durbin-Watson l 2.076 cho thy cc sai s trong m hnh c lp vi nhau.

nghien cuu cac yeu to anh huong den y dinh su dung dich vu mua hang dien tu qua mang nam 2010

Documents