Mc lc

CHNG 1 GII THIU .............................................................................. 3

1.1 L DO CHN TI .......................................................................... 3
1.2 MC TIU NGHIN CU ................................................................... 4
1.2.1 Mc tiu chung ................................................................................... 4
1.2.2 Mc tiu c th ................................................................................... 4
1.3 PHM VI NGHIN CU ..................................................................... 4
1.3.1 i tng nghin cu ......................................................................... 4
1.3.2 Thi gian ............................................................................................ 4
1.3.3 Khng gian ......................................................................................... 4
1.3.4 Ni dung ............................................................................................. 4
1.4 LC KHO TI LIU: ..................................................................... 4
1.5 C S L LUN: .................................................................................. 7
1.5.1 Khi nim Hnh vi khch hng: ......................................................... 7
1.5.2 Cc yu t nh hng n hnh vi tiu dng : ................................... 9
1.5.3 Qu trnh ra quyt nh mua hng ca ngi tiu dng ................... 12
1.5.4 Sch tm l v k nng sng: ........................................................... 14
1.6 M HNH NGHIN CU: ................................................................. 16
1.7 TIU CH NH GI ......................................................................... 19
1.8 PHNG PHP NGHIN CU ....................................................... 22
CHNG 28 THC TRNG HNH VI TIU DNG SCH K NNG
SNG, TM L CA SINH VIN I HC CN TH ....................... 28
2.1.M T THNG TIN CHUNG CA P VIN ............................. 28
2.1.1.Gii tnh ............................................................................................ 28
2.1.2. Kha hc: ........................................................................................ 28
2.1.3. Khoa ang theo hc ca p vin .................................................... 29
2.2 THC TRNG HNH VI TIU DNG: .......................................... 29
2.2.1: Thi im mua sch: ....................................................................... 29
2.2.2: a im thng mua sch nht: ..................................................... 30
2.2.3. S tin chi cho mi ln mua sch .................................................... 31
2.2.4. Thi gian c sch trong 1 ngy ..................................................... 31
2.2.5. Cc k vng khi mua sch ............................................................... 31
2.2.6. Ngun thng tin la chn sch ........................................................ 32
2.2.7. Kh khn trong vic chn sch ....................................................... 34
2.2.8 Cc n v pht hnh sch c bit n: ........................................ 35
2.2.9. n tng mt quyn sch ............................................................ 36
2.2.10. S tin chi cho mi ln mua sch ca nam v n ......................... 37
CHNG 3: CC YU T NH HNG N QUYT NH MUA SCH
TM L V K NNG SNG CA SV HCT...................................... 39
3.1 Xy dng v x l thang o: .................................................................. 41
3.1.1 o lng thang o cc yu t nh hng n quyt nh mua:....... 41
3.1.2 Kt qu o lng thang o Quyt nh mua: ................................... 43
3.2 Phn tch cc nhn t nh hng n quyt nh mua sch TL v KNS:44
3.3 Kim nh m hnh: ............................................................................... 49
3.3.1 M hnh tng quan: ........................................................................ 50
3.3.2 M hnh hi quy a bin: ................................................................. 52
3.5 Kim nh cc gi thuyt nghin cu: .................................................... 54
1

3.5.1 Kim nh gi thuyt H1:. ............................................................... 54

3.5.2 Kt qu kim nh gi thuyt H2: .................................................... 54
3.5.3. Kt qu kim nh gi thuyt H3: ................................................... 54
3.5.4. Kt qu kim nh gi thuyt H4: ................................................... 54
3.5.5. Kt qu kim nh gi thuyt H5: ................................................... 54
3.5.6. Kt qu kim nh gi thuyt H6: ................................................... 55
3.6 Kim nh s khc nhau gia gii tnh v cc thnh phn ca thang o:55
3.6.1 Kim nh T gii tnh vi s hiu bit v tri nghim mua hng:55
3.6.2 Kim nh T gii tnh v mc hi lng v tm l mua hng: ..... 56
3.6.3 Kim nh T gii tnh v mc hi lng v c nhn: .................... 56
3.6.4 Kim nh T gii tnh v mc hi lng v x hi: ...................... 56
3.6.5 Kim nh T gii tnh v mc hi lng v tc gi:...................... 57
3.6.6 Kim nh T gii tnh v mc hi lng v sch v trng by sch:57
CHNG 4: GII PHP ............................................................................. 59
TI LIU THAM KHO ............................................................................. 60
PH LC ........................................................................................................ 61

CHNG 1 GII THIU

1.1 L DO CHN TI
C ng vi nhng tin b ca x hi, gii tr ngy nay may m n c sng v
pht trin trong nhng iu kin ngy mt tt hn v ch nh tr, kinh t, gio dc,
vn ha x hi

n c nh , nh trng c ng cung cp mt lng kin thc ln v

chuyn s u lm nn tng tri thc phc v cho qu trnh phn u vn ln ca
mi c nh n trong hc t p v lao ng. iu c ng ng mt phn quan trng
trong vic gi p thanh thiu nin c th d dng tip c n c vi nhng c hi
pht trin cho bn th n. Tuy nhin, ch l iu kin cn ch cha thc s y
mt c nh n c th vng vng bc vo i, c bit l i vi gii tr ngy nay.
Vn t ra l vi mt giai o n pht trin c nhiu th thch v c hi,
b ng cch no gii tr c th t o dng c bn l nh sng vng vng c th ch
ng tip c n vi nhng c hi pht trin cho bn th n, ng thi dm ng u
v vt qua nhng kh khn th thch ca cuc sng ?
K nng sng ch nh l cha kho gii p nhng vn trn. K nng
sng ch nh l nng lc ca mi ngi gip gii quyt nhng nhu cu v thch thc
ca cuc sng mt cch c hiu qu. Hin nay khng phi l him nhng trn thc
t vn cn nhiu ngi n khi cm tm b ng tt nghip i hc vn cha thc s
hiu c mnh c th lm c nhng g, v hn ht l bn thn mnh mun c
lm cng vic g. Vic xc nh c mc tiu phn u trc m t v l u di l
phc v cho vic t ho ch nh l trnh rn luyn phn u cho bn thn. Nu
khng bit xc nh mc tiu no l quan trng u tin t ln hng u v
nhng g cha th t s cn thit t m gc sang mt bn, th ngoi vic mt thi
gian trong qu trnh phn u, iu ng tic hn l ch ng ta cn c th i lch
hng so vi mc tiu ban u.
Nh n thc c iu , mi b n tr hin nay, c bit i vi sinh vin i
hc Cn Th b t u t trang b cho mnh k nng mm thng qua nhng ho t ng
vui chi giao lu hc t p. Bn c nh phn ng sinh vin t trao di thng qua
vic c sch v nhu cu v lng sch v ch k nng sng ngy cng cao
tha mn nhu cu ny.
3

Mi quyn sch mang nhng ni dung vi nhng thit k cch truyn t

hon ton khc nhau, vi vn , cch tip c n v di n t khc nhau, mc hi
lng hon ton ph thuc vo thi cm nh n v c im ring ca mi c gi.
tm hiu thc tr ng tiu dng sch Tm l v K nng sng, phn tch hnh vi
la chn hay nh gi th lo i sch k nng sng ca cc b n sinh vin, c bit
sinh vin i hc Cn Th nhm quyt nh chon ti Phn tch cc yu t tc
ng ti hnh vi tiu dng sch k nng sng, tm l ca sinh vin i hc Cn
Th
1.2 MC TIU NGHIN CU
1.2.1 Mc tiu chung
Ph n t ch hnh vi ngi tiu d ng sch t m l v k nng sng ca sinh vin
trng i hc Cn Th
1.2.2 Mc tiu c th

Mc tiu 1: Phn tch tnh hnh tiu th sn phm sch Tm l v k

nng sng ca khch hng trn a bn Q. Ninh Kiu, Thnh Ph Cn Th.

Mc tiu 2: Phn tch cc nhn t nh hng n hng vi tiu dng

sch tm l v k nng sng ca khch hng.

Mc tiu 3: a ra kin v kin ngh.

1.3 PHM VI NGHIN CU

1.3.1 i tng nghin cu
Sinh vin i hc Cn Th
1.3.2 Thi gian
Thi gian thu th p s liu v nghin cu d kin t thng 09/2013 n
11/2013.
1.3.3 Khng gian
Ph m vi nghin cu: Trng i hc Cn Th.
1.3.4 Ni dung
Gii h n bi cc s liu thu th p c v ph n t ch khch quan.
1.4 LC KHO TI LIU:
(1) Nguyn Th Ngc Hng (2012), ti c nhn Phn tch hnh vi
khch hng i vi th trng sch ti qun Ninh Kiu Cn Th :Tc gi
4

x y dng thang o quyt nh mua sch ca ngi tiu d ng chu nh hng ca 9

yu t gm: tc gi- nh xut bn, sn phm, gi c- khuyn m i, nh n vin bn
hng, sthu n tin, yu t vn ha, yu t x hi, yu t c nh n v yu t t m l.
Thang o Likert 5 mc c sdng o lng cc bin quan st.. D liu
trong nghin cu c thu th p t bng c u hi c tr li bi cc hc sinh sinh
vin, gio vin v hc vin cao hc qu n Ninh Kiu vi c mu l 100. tin c y
ca thang o c nh gi thng qua h s Cronbach Alpha v ph n t ch nh n t,
trn c s tc gi a ra m hnh nghin cu hiu ch nh vi 7 nhm nh n t do
2 nh n ttc gi- nh xut bn v sn phm nhm chung thnh mt nh n t v
c t tn l i l sn phm sch, cn cc nh n t khc vn c gi nguyn. M
hnh hi quy c x y dng vi quyt nh mua l bin ph thuc v 7 yu t nh
hng n quyt nh mua l cc bin c l p. Da vo kt qu ph n t ch nu trn,
ti xut nhng gii php gi p pht trin cc nh xut bn v cng ty sch.
(2) V Ngc Phng (2011). Lun vn Thc s, Phn tch hnh vi ca
khch hng mua sch ti thnh ph Cn Th. S liu c ph n t ch trong
ti l s liu th cp v s liu scp (phng vn trc tip 170 ngi tiu d ng
thng qua bng c u hi cc qu n Ninh Kiu,

nh Thy, Ci Rng v huyn

Phong in). Tc gi sdng phng php thng k m tv so snh ph n t ch

thc tr ng mua v kinh doanh sch trn a bn TP. Cn Th. Tc gi d ng phng
php thng k m t v phng php ph n t ch tn s thy c nguyn nh n
no th c y trong qu trnh quyt nh mua sch ca ngi d n v nh gi ch
tiu c yu th ch hn. Ngoi ra, sdng phng php xp h ng gia trng cc
nh n t theo thang o 5 im (1. Khng quan trng,

, 5. Rt quan trng) nh

gi cc yu t quan trng k ch th ch ngi tiu d ng mua s m. S dng h

s Cronbach Alpha v phng php ph n t ch nh n tkhm ph (EFA) nh gi
cc nh n tc nh hng n cht lng dch vnh sch. Ph n t ch hi quy c
sdng xc nh nh n tno nh hng nhiu nht n cht lng dch v. Kt
qucho thy cch trng by trong nh sch nh hng m nh nht n cht lng
dch vnh sch, tip n l nng lc phc v, m t b ng nh sch v t nht l s tin
c y v s thu n tin. ng dng nghin cu U.A.I nghin cu strung thnh ca
khch hng i vi nh sch v v tr c nh tranh ca nh sch.
5

Kt qu cho thy nh sch chim c lng tin ca khch hng cao nht
v th phn ca nh sch tng ch yu do thu h t c lng khch t hu ht cc
i th c nh tranh, nh sch ang dn u c v th phn thc t ln trong t m tr
khch hng. Qua vic ph n t ch, tc gi xut 4 nhm gii php ch nh pht
trin kinh doanh sch t i Cn Th: Nhm 1: X c tin cc ho t ng
Marketing; Nhm 2: Lin kt vi nh cung cp; Nhm 3: N ng cao cht lng dch
v; Nhm 4: Gi ch n khch hng trung thnh v thu h t khch hng mi.
(3) Nguyn Ph Tm (2010). Lun vn Thc s, Phn tch cc yu t
nh hng n hnh vi ngi tiu dng my tnh xch tay ti Cn Th. Tc
gi s dng phng php chn mu ngu nhin ph n tng phng vn 100
khch hng thng qua bng c u hi. Tc gi s dng phng php ph n t ch
tn s (thng k m t) m t mt s bin lin quan n nh n khu hc
ca i tng c phng vn: gii t nh, trnh hc vn, tui tc.. Tc gi cn
d ng m t v tm hiu mt s bin c nh hng n hnh vi tiu d ng ca
ngi tiu d ng nh: sn phm thng mua, ni mua s m hay tn xut mua s m
Phng php ph n t ch bng cho c ng l mt cng c thng k m t m tc gi
d ng m t mi quan h gia thng hiu my t nh xch tay thng mua theo
thu nh p ca h. Ngoi ra, thng k m tcn c tc gi s dng o lng cc
bin nh lng cc gi tr ln nht, nhnht ho c trung bnh m t nhng nh n
nh ca ngi tiu d ng v cc thng hiu my t nh xch tay t i cn th. Tc gi
s dng h s Cronbachs Alpha v phng php ph n t ch yu t khm ph EFA
(exploratory factor analysis) nh gi cc thang o c nh hng n hnh
vi ngi tiu d ng. Sdng h s Cronbach Alpha trc nh gi tin c y ca
php o lng. Cc bin quan st c h s tng quan bin nh hn 0,3 s b lo i v
tiu chun chn thang o khi n c tin c y Alpha t0,6 tr ln. Sau khi tin
c y t yu cu th d ng ph n t ch nh n t xc nh u l nhng tiu ch quan
trng nht m ngi tiu d ng quan t m. Tc gid ng ph n t ch hi quy bi
ph n t ch nh hng ca cc yu t thuc v tc nh n tip th, cc yu tvn ha, x
hi, t m l, c nh n nh hng n quyt nh mua my t nh xch tay ca ngi
tiu d ng t i cn th. Kt qu hi quy cho thy ngi tiu d ng b tc ng m nh
nht bi yu t c nh n, tip theo l thng s k thu t, yu tx hi, t m l,
6

gi c- khuyn m i, yu tvn ha, thit k- mu m v cui c ng l thng hiu.

Phng php ph n t ch nh t nh, suy lu n di n gii c tc gisdng
xut cc gii php: chin lc gi c, chin lc sn phm, x y dng i ng
nh n vin, ch bo hnh- nh n vin bo hnh, cc chng trnh khuyn m i
nh m n ng cao khnng c nh tranh ca cc thng hiu my t nh t i Cn Th.
1.5 C s l lun:
1.5.1 Khi nim Hnh vi khch hng:
C nhiu nh ngh a v hnh vi khch hng, sau y l mt s nh ngh a tiu biu:
- Theo Hip hi marketing Hoa K, hnh vi khch hng chnh l s tc ng qua
l i gia cc yu tkch thch ca mi trng vi nh n thc v hnh vi ca con ngi
m qua s
tng tc , con ngi thay i cuc sng ca h. Hay ni cch khc, hnh vi
khch hng bao gm nhng suy ngh v cm nh n m con ngi c c v nhng
hnh ng m h
thc hin trong qu trnh tiu dng. Nhng yu t nh kin tnhng ngi tiu
dng khc, qung co, thng tin v gi c, bao b, b ngoi sn phm

u c th

tc ng n
cm nh n, suy ngh v hnh vi ca khch hng.
- Theo Kotler & Levy, hnh vi khch hng l nhng hnh vi cthca mt c nhn
khi thc hin cc quyt nh mua s m, s dng v vt b sn phm hay dch v.
Nh v y, qua hai nh ngh a trn, ch ng ta c thxc nh hnh vikhch hng l:
- Nhng suy ngh v cm nh n ca con ngi trong qu trnh mua s m v tiu dng.
- Hnh vi khch hng l nng ng v tng tc v n chu tcng bi nhng yu
t t mi trng bn ngoi v c s tc ng tr l i i vi mi trng y.
- Hnh vi khch hng bao gm cc ho t ng: mua s m, s dng v x l sn phm
dch v.
V d: Nghin cu hnh vi tiu dng sn phm du gi u bit c nhng vn
sau: T i sao khch hng mua du gi u ( lm s ch tc hay tr gu)? H
mua nhn hiu no (Clear hay Sunsilk...)? T i sao h mua nhn hiu (h tin r ng
nhn hiu cht lng tt hn hay ang c bn gim gi)? Lo i no thng
c khch hng mua nhiu nht (lo i chai bao nhiu ml)? Mua nh thno (mua l
7

tng chai hay mua nhiu)? Khi no mua (mua khi cn d ng, khi i ch hay khi i
mua s m vo cui tun)? Mua u (ch, siu th hay tim t p ha)? Mc mua
(bao lu mua 1 ln)?...
Tm hiu tt c nhng vn trn s gip cho cc nh sn xut v kinh doanh du
gi u bit c nhu cu, ng c s dng sn phm v thi quen mua s m sn
phm ca khch hng. Cc nh tip th cn nghin cu khnh vi khch hng nh m
mc ch n m b t c nhu cu, sthch, thi quen ca h xy dng chin lc
Marketing ph hp, t th c y khch hng mua s m sn phm, dch v ca
mnh.
Ngoi ra, cc nh tip th c ng rt quan t m n vic tm hiu xem nhng khch
hng c thy c cc li ch ca sn phm h mua hay khng (kccc li ch
x hi nu c) v hcm nh n, nh gi nh th no sau khi mua s m v sdng sn
phm. Bi v nhng tt cnhng vn ny s tc ng n ln mua s m sau v
thng tin truyn ming v sn phm ca hti nhng khch hng khc
S Nhng tc ng nhiu m t n hnh vi khch hng

S trn cho thy, hnh vi khch hng bao gm nhng hnh vi c th quan st
c nh s lng mua s m, mua khi no, mua vi ai, nhng sn phm mua
c d ng nh th no; nhng hnh vi khng th quan st c nh nhng gi tr
8

ca khch hng, nhng nhu cu v s nh n thc ca c nhn, nhng thng tin g

ngi tiu d ng ghi nh, h thu th p v x l thng tin nh th no, h nh gi
cc gii php nh th no; v h cm thy nh th no v quyn s hu v s dng
ca nhiu lo i sn phm khc nhau
1.5.2 Cc yu t nh hng n hnh vi tiu dng :
1.5.2.1 Cc yu t vn ha
Nn vn ha
Nn vn ha l yu tquyt nh cbn nht nhng mong mun v hnh vi ca mt
ngi. Mt a tr khi ln ln s tch lu c mt s nhng gi tr, nh n thc, s
th ch v hnh vi thng qua gia nh ca n v nhng nh ch then cht khc.
Nhnh vn ha
Mi nn vn ha u c nhng nhnh vn ha nh hn t o nn nhng c im c
th hn v mc ha nh p vi x hi cho nhng thnh vin ca n.Cc nhnh vn
ha t o nn nhng khc th trng quan trng, hnh vi mua s m ca mt c nhn s
chu nh hng ca nhng c im nhnh vn ha ca c nh n .
Tng lp x hi
Hu nh tt c cc x hi loi ngi u th hin r s phn tng x hi, mt h
thng ng cp theo nhng thnh vin thuc cc ng cp khc nhau c nui
nng v d y d m nhim nhng vai tr nht nh. Cc tng lp x hi l nhng
bph n tng i ng nht v bn vng trong x hi, c xp theo thb c v
gm nhng thnh vin c chung nhng gi tr, mi quan tm v hnh vi.
1.5.2.2 Cc yu t x hi
Nhm tham kho
Nhm tham kho ca mt ngi bao gm nhng nhm c nh hng trc tip (m t
i m t) hay gin tip n thi hay hnh vi ca ngi . Nhng nhm c nh
hng trc tip n mt ngi gi l nhng nhm thnh vin. l nhng nhm
m ngi tham gia v c tc ng qua l i. C nhng nhm l nhm scp,
nhgia nh, b n b, hng xm lng ging, v ng nghip, m ngi c quan
hgiao tip thng xuyn. Cc nhm scp thng l c tnh cht chnh thc hn v
t i hi phi c quan hgiao tip thng xuyn hn.
Gia nh
9

Cc thnh vin trong gia nh l nhm tham kho quan trng c nh hng ln
nht. Ta c th phn bit hai gia nh trong i sng ngi mua. Gia nh nh
hng gm b m ca ngi . Do t b mm mt ngi c c mt nh
hng i vi tn gio, chnh tr, kinh tv mt thc v tham vng c nhn, lng
ttrng v tnh yu. Ngay ckhi ngi mua khng cn quan hnhiu vi bm, th
nh hng ca bm i vi hnh vi ca ngi mua vn c th rt ln.
Mt nh hng trc tip hn n hnh vi mua s m hng ngy l gia nh ring ca
ngi . Gia nh l mt tchc mua hng tiu dng quan trng nht trong x hi
v n c nghin cu rt nhiu nm. Nhng ngi lm Marketing quan
t m n vai tr v nh hng tng i ca chng, vv con ci n vic mua s m
rt nhiu lo i sn phm v dch v khc nhau. Vn ny s thay i rt nhiu i
vi cc nc v cc tng lp x hi khc nhau.
Vai tr v a v
Mi vai tr u g n vi mt a v. Ngi ta la chn nhng sn phm th hin
c vai tr v a vca mnh trong x hi. Nhng ngi lm Marketing u bit
r khnng thhin a vx hi ca sn phm v nhn hiu. Tuy nhin, biu tng
ca a vthay i theo cc tng lp x hi v theo cv ng a l na.
1.5.2.3 Cc yu t c nhn
Tui tc v giai o n ca chu k sng
Ngi ta mua nhng hng ha v dch vkhc nhau trong sut i mnh. Thhiu
ca ngi ta vcc lo i hng ha, dch vc ng tutheo tui tc. Vic tiu d ng c ng
c nh hnh theo giai o n ca chu ksng ca gia nh.
Ngh nghip
Ngh nghip ca mt ngi c ng nh hng n cch thc tiu dng ca h.
Nhng ngi c ngh nghip khc nhau s c nhu cu tiu dng khc nhau ngay t
nhng hng ha chnh yu nh qun o, giy dp, thc n

n nhng lo i hng

ha khc nh: m phm, my t nh, in tho i

Hon cnh kinh t
Vic la chn sn phm chu tc ng rt ln t hon cnh kinh t ca ngi
. Hon cnh kinh t ca ngi ta gm thu nh p c thchi tiu c ca h (mc
thu nh p, mc n nh v cch s p xp thi gian), tin tit kim v ti sn (bao gm
10

c t l phn trm ti sn lu ng), n, kh nng vay mn, thi i vi vic

chi tiu v tit kim.
Phong cch sng
Phong cch sng l cch thc sng, cch sinh ho t, cch lm vic,cch x s ca
mt ngi c thhin ra trong hnh ng, squan tm, quan nim v kin ca
ngi i vi mi trng xung quanh. Li sng miu t sinh ng ton din mt
con ngi trong quan hvi mi trng ca mnh.
Phong cch sng ca mt ngi nh hng n hnh vi tiu dng ca ngi .
Phong cch sng ca khch hng i khi c nh tip th sdng nh mt chiu
thc phn khc th trng
Nh n cch v nim v bn thn
Mi ngi u c mt nhn cch khc bit c nh hng n hnh vi ca ngi .
y nh n cch c ngh a l nhng c im tm l khc bit ca mt ngi dn
n nhng phn ng tng i nht qun v lu bn vi mi trng ca mnh. Nhn
cch thng c m tb ng nhng nt nh t tin c uy lc, t nh c l p, lng tn
trng, t nh chan ha, t nh k n o v t nh d thch nghi. Nhn cch c thl mt bin
hu ch trong vic phn tch hnh vi ca ngi tiu dng, v r ng c thphn lo i
cc kiu nhn cch v c mi tng quan ch t chgia cc kiu nhn cch nht nh
vi cc la chn sn phm v nhn hiu.
1.5.2.4 Cc yu t tm l:
ng c
T i bt kmt thi im nht nh no con ngi c ng c nhiu nhu cu. Mt snhu
cu c ngun gc sinh hc. Mt s nhu cu khc c ngun gc tm l. Mt nhu cu
s tr thnh ng c khi n tng ln n mt mc m nh. Mt ng c (hay
mt s thi thc) l mt nhu cu c sc m nh thi th c ngi ta hnh ng.
Vic tha mn nhu cu s lm gim bt cm gic cng thng.
T i nhng thi im khc nhau, ngi ta l i bthi thc bi nhng nhu cu khc
nhau. Con ngi s c g ng tha m n trc ht l nhng nhu cu quan trng
nht. Khi ngi ta thom n c mt nhu cu quan trng no th n s khng
cn l ng chin thi na, v ngi ta l i cg ng tha mn nhu cu quan trng
nht tip theo.
11

 Nh n thc
Mt ngi c ng c lun sn sng hnh ng. Vn ngi c ng c s
hnh ng nh th no trong thc tcn chu nh hng t s nh n thc ca ngi
v tnh hung l c .
Nh n thc c nh ngh a l mt qu trnh thng qua c th tuyn chn,
tchc v gii thch thng tin t o ra mt bc tranh c ngh a vthgii xung
quanh. Nh n thc khng ch ph thuc vo nhng tc nhn v t l, m cn ph
thuc vo c mi quan h ca cc tc nh n vi mi trng xung quanh v nhng
iu kin bn trong c th .
Tri thc
Khi ngi ta hnh ng hc ng ng thi l nh hi c tri thc, tri thc m
tnhng thay i trong hnh vi ca c thb t ngun tkinh nghim. Hu ht hnh vi
ca con ngi u c l nh hi. Cc nh l lu n v tri thc cho r ng tri thc ca
mt ngi c t o ra thng qua stc ng qua l i ca nhng thi thc, tc nhn
kch thch, nhng tm gng, nhng phn ng p l i v scng c.
Nim tin v thi
Thng qua ho t ng v tri thc, ngi ta c c nim tin v thi
.Nhng yu tny l i c nh hng n hnh vi mua s m ca con ngi. Nim
tin l mt ngh khng nh ca con ngi v mt s vic no . Nhng nim tin
ny c thda trn c s nhng hiu bit, d lu n hay s tin tng. Chng c th c
hay khng chu nh hng ca tnh cm.
Thi lm cho ngi ta x s kh nht qun i vi nhng s v t tng t. Ngi
ta khng phi gii thch v phn ng vi mi s v t theo mt cch mi. Thi
cho php tit kim sc lc v tr c. V th m rt kh thay i c thi . Thi
ca mt ngi c hnh thnh theo mt khun mu nht qun, nn mun thay
i lun c nhng thi khc na.
1.5.3 Qu trnh ra quyt nh mua hng ca ngi tiu dng
Hng ha v dch v c cc doanh nghip cung cp ngy cng nhiu trn th
trng nhng vic mua s m hay tiu dng nhng hng ha, dch v l i ph thuc
vo ngi tiu dng v ph thuc vo vic h thy cn thit hay khng cn thit v
thch hay khng thch.
12

Khuyn kh ch nh n ra nhu cu l cng vic cn thit ca nh kinh doanh thc

y ngi tiu dng vo mt qu trnh ra quyt nh mua s m. Khi s tha nh n
nhu cu xy ra, ngi tiu dng shng vo vic tm kim thng tin t i
n vic la chn gia cc nhn hiu v cui c ng i n quyt nh mua hng. Sau
ngi mua vn tip tc nh gi v so snh.
M HNH QU TRNH QUYT NH CA NGI MUA

Ngun: Ths. Nguy n Quc Nghi v Ths. L Quang Vit (2010), Ti liu hng dn
hc t p Hnh vi khch hng, Khoa Kinh t- QTKD, Trng i hc Cn Th
1.5.3.1 Nhn thc nhu cu
Nh n thc nhu cu di n ra khi ngi tiu dng cm thy c skhc bit gia hin
tr ng v mong mun, m s khc bit ny gi nn v kch ho t qu trnh
quyt nh mua s m ca h.
1.5.3.2 Tm kim thng tin
Khi nh n ra nhu cu, ngi tiu dng s thc hin vic tm kim thng tin. Thng
thng ban u ngi tiu dng s s dng nhng thng tin lin quan t tr
nh(kinh nghim ho c hiu bit trc y) - thng tin ny c gi l thng tin bn
trong. Nu khng c c nhng thng tin bn trong th ngi tiu dng s tm
kim nhng thng tin bn ngoi (ngun thng tin c nhn, thng m i, cng cng)
gii quyt vn .
1.5.3.3 nh gi cc chn la
Sau khi ngi tiu dng nh n bit nhu cu bn thn v tm kim cc ngun thng
tin khc nhau c lin quan, bc tip theo l h nh gi v la chn cho mnh mt
gii php ph hp da vo cc tiu chun hnh thnh tnhng hi c c gi ln
nh m tha mn nhu cu ca ngi tiu dng.
13

1.5.3.4 Quyt nh mua

Quyt nh mua l quyt nh c x c thc theo mt cch no (mua b y gi
ho c tng lai). Quyt nh mua lin quan n vic nh gi cc chn la v
thng b nh hng bi c im v nhng khch lca ngi bn t i im mua.
1.5.3.5 Mua v hnh vi sau mua
Hnh vi sau mua l s tip ni qu trnh ra quyt nh mua ca ngi tiu dng sau
khi thc hin chn mua sn phm. Mt kt qu quan trng ca giai o n ny l
s lo l ng. S lo l ng sau mua, gi l s khng ha hp ca nh n thc, thng xy
ra khi c hai ho c nhiu chn la hp dn hn tn t i trong quyt nh mua.
1.5.4 Sch tm l v k nng sng:
1.5.4.1 nh ngha K nng sng:
K nng sng ch nh l nng lc ca mi ngi gip gii quyt nhng nhu cu v
thch thc ca cuc sng mt cch c hiu qu.
(*) Theo WHO (1993) Nng lc tm l x hi l kh nng ng ph mt cch c
hiu qu vi nhng yu cu v thch thc ca cuc sng. c ng l kh nng ca
mt c nh n duy tr mt tr ng thi kho m nh v m t tinh thn, biu hin qua
hnh vi ph hp v tch cc khi tng tc vi ngi khc, vi nn vn ha v mi
trng xung quanh. Nng lc tm l x hi c vai tr quan trng trong vic pht
huy sc kho theo ngh a rng nht v m t th cht, tinh thn v x hi. K nng
sng l kh nng th hin, thc thi nng lc tm l x hi ny.
(*) Theo UNICEF, gio dc da trn K nng sng c bn l s thay i trong hnh
vi hay mt s pht trin hnh vi nh m t o s cn b ng gia kin thc, thi v
hnh vi. Ng n gn nht l kh nng chuyn i kin thc (phi lm g) v thi
(ta ang ngh g, cm x c nh th no, hay tin tng vo gi tr no) thnh hnh
ng (lm g v lm nh th no).
(*): trch dn trong sch K nng sng cho tui v thnh nin tc gi Nguy n Th
Oanh Nh xut bn Tr

14

1.5.4.2 Tnh hnh th trng sch Tm l v k nng sng:

Theo c tnh ca Fahasa, cng ty pht hnh sch hng u Vit Nam, t cui nm
2009 n nay, th lo i sch rn luyn k nng lun lt vo nhm c tiu th
m nh nht.
iu khng nh th lo i sch hng dn ngi c nng cao k nng ca bn
th n ang hp dn c gi. c gi a chung sch d y k nng sng v cuc sng
ang t ra nhiu thch thc, mi ngi ang c xu hng tm kim phng cch
nng cao k nng ca mnh. H mong mun vt qua kh khn v hn g n
nhng v trong cc mi quan h x hi.
N m r nhu cu y, nhiu cng ty sch tung ra cc sn phm i s u vo kh a
c nh tm l tui tr di nhiu hnh thc khc nhau. Nhn trn k sch ca cc nh
sch, sch tm l dnh cho tui teen lun nhiu hn cc lo i sch khc. Cc lo i
sch tm l tui mi ln, sch k nng

u c by bn nhng ni d nhn

thy nht.
i vi la tui thiu nin, cc tc phm Kiu n l m chuyn ca Cecily Von
Ziegesar vit di d ng vn hc v c xem l cm nang tnh yu, tnh dc v
quan h ng x. Hay l What happen to me ( n khon tui mi ln) ca
Usbornme l tiu biu trong th lo i sch tm sinh l la tui, gip cc b n hiu r
nhng s bin i ca th cht v tm l ca tui d y th.
Mt trong nhng iu m la tui thanh thiu nin quan tm quan tm na l s
thnh cng. Nhng trng hc ch cung cp cho cc b n kin thc ch t d y cho
cc b n phng php tt nht thnh cng. L ng nhin, cc b n phi i tm
cho mnh mt ngi thy, l sch. T nh n nay, ring Vit Nam, quyn Ti
ti gii, b n c ng th! ca Adam Khoo tiu th c 400.000 bn. Quyn sch
c vit bi mt tc gi tng l chng thiu nin h u u nhng sau ny
thnh cng trong cuc sng tip cho c gi ngn la hy vng. Cc b n tr thc
s t m mun bit phng php c kim chng t thc t cuc sng vi
mong mun c ng s tr thnh mt ngi ti gii.
Cng th lo i nhng t hp dn hn c T i sao l i chn ch? T i sao phi hnh ng
ca Teo Aik Cher, Hnh trang vo i ca David P. Campell c ng ang c tiu

15

th kh tt. Chng hp dn im gip cc b n t tin vo chnh mnh v bit cch

hnh ng hp l t c thnh cng trong cng sng.
C mt iu th v l, m c d sch nh m n i tng teen nhng thc t i
tng ph huynh tm n lo i sch ny nhiu khng km. Theo c Ng Th H nh,
phng makerting Phng Nam ook, ph huynh mun thng qua sch hiu r hn
con ci ca h. T , h bit cch gio dc chng mt cch c hiu qu hn. l
l do v sao sch lo i ny bao gi c ng c c gi tm mua.
Khi i sng kinh t pht trin gip cho cht lng sng tt hn nhng ng thi
t o ra cho con ngi nhiu p lc. nh vo t m l , nhiu cng ty sch mua
bn quyn nhng quyn sch k nng sng, nhng b quyt thnh cng nc
ngoi bin dch v pht hnh. in hnh l sch Hiu v tri tim, quyn sch ch
ngi ta cch trnh s hn gi n, m rng tnh thng v lng tr c n tiu th
c 20.000 bn sau mt thng pht hnh. D kin ca nh pht hnh, trong tng
lai, quyn sch ny s tiu th c 100.000 bn.
1.6 M HNH NGHIN CU:
M hnh Hnh vi khch hng:
Mc tiu chnh ca nghin cu ny nh m xc nh cc yu t nh hng n hnh
vi ca ngi tiu d ng sch trn a bn qu n Ninh Kiu ngoi nhng yu t vn
ha, x hi, c nh n, t m l nh nh xut bn, tc gi, gi c,.... V v y, kt qu
nghin cu c th l mt trong nhng c s cho vic ra chin lc marketing,
t o li th c nh tranh cho cc nh xut bn trn th trng.
Qua tm hiu, tc gi bit c m hnh ca Philip Kotler nh sau:

16

Ti liu nghin cu Ph n tch cc yu t nh hng n hnh vi ngi tiu dng

my tnh xch tay t i Cn Th ti lu n vn Th c s ca Nguy n Ph Tm (2010)
vi m hnh nh sau:

17

Trong nghin cu ca Hng N.N ( 2012), Lu n vn c nh n Ph n t ch hnh vi

khch hng i vi th trng sch t i qu n Ninh Kiu Cn Th, thng qua
nghin cu nh lng, dng cng c phn tch Nhn t khm ph, tc gi a ra
m hnh tiu d ng sch nh sau:

Vi nghin cu v mt th lo i sch c tnh cht kh c bit l sch tm l k

nng sng. Nhm tc gi quyt nh s dng m hnh nghin cu nh sau:

Sn phm sch

Yu t c nhn

Yu t tm l

Quyt nh mua sch

Nhn vin bn hng

S thun tin

Yu t vn ha x hi

18

Thng qua m hnh nghin cu, ta c cc gi thuyt nghin cu nh sau:

H1: Sn phm sch c nh hng n hnh vi ca ngi tiu dng sch.
H2: Yu t c nhn c nh hng n hnh vi ca ngi tiu dng sch.
H3: Yu t tm l c nh hng n hnh vi ca ngi tiu dng sch.
H4: Nhn vin bn hng c nh hng n hnh vi ca ngi tiu dng
sch.
H5: S thu n tin c nh hng n hnh vi ca ngi tiu dng sch.
H6: Yu t vn ha x hi c nh hng n hnh vi ca ngi tiu dng sch
1.7 TIU CH NH GI
Da vo m hnh nghin cu a ra, nhm quyt nh chn thang o gm 6
thnh phn: sn phm sch, yu t c nhn, yu t tm l, nhn vin bn hng, s
thu n thin v vn ho x hi
ti s dng thang o Likert 05 im c d ng s p xp t nh n ln vi s
cng ln th mc ng cng cao (1: hon ton khng ng ; 2: khng ng ;
3: trung ha; 4: ng ; 5: hon ton ng ).
Cc thang o d ng o lng nhng khi nim trong nghin cu ny c xy
dng nh sau:
Thnh
phn
thang
o

Tn bin

Tc gi l ngi chuyn vit sch

Tc gi l ngi am hiu v l nh vc
Sn
NX ni ting, c uy t n
phm
sch Cht lng giy tt
K ch thc ph hp vi nhu cu
Ni dung ph hp, phong ph
Ngnh hc khc nhau th cch la chn sch c ng
khc nhau
Yu t
Hon cnh kinh t khc nhau th cch la chn sch
c
c ng khc nhau
nhn
Phong cch sng khc nhau th cch la chn sch
c ng khc nhau

M ho
bin
SA1
SA2
SA3
SA4
SA5
SA6
CN1

Ngun
tham kho

(1) Nguy n
Th Ngc
Hng
(2012)

CN2
CN3
19

T nh cch khc nhau th cch la chn sch c ng

khc nhau
S th ch khc nhau th cch la chn sch c ng khc
nhau
Ti ch mua sch khi c nhu cu
Ti cho r ng nn mua sch cc nh sch ln
Ti mua sch theo cm nh n v cun sch
Yu t Cc hiu bit v th lo i sch nh hng n quyt
tm l nh mua sch ca ti
Nh n thc v gi c sch nh hng n quyt nh
mua sch ca ti
Nhn
vin
bn
hng
S
thu n
tin

NV H vui v , t n tnh tc ng n quyt nh mua

sch ca ti
Ti th ch c NV H am hiu v sch
NV H t vn gi p ti d dng chn sch hn
a im nh sch thu n tin, d tm nh hng ti
vic mua sch ca ti
Ti th ch cch trng by ngn n p, d tm
Ti th ch khng gian rng, thong mt
Theo ti, tn gio, phong tc t p qun nh hng n
quyt nh mua sch
Nhm tham kho ( b n b, ngi th n ) nh hng
ti quyt nh mua sch ca ti
Gia nh nh hng ti quyt nh mua sch ca ti

Yu t
vn
Quy lu t v tnh hnh x hi nh hng ti quyt nh
ha
mua sch ca ti

CN4
CN5
TL1
TL2
TL3
TL4
TL5
BH1
BH2
BH3
TT1

Ti s mua sch trong tng lai

Ti s gii thiu cho ngi th n
Ti tho m n khi mua sch T m l v k nng sng
Ti th ch mua sch T m l v K nng sng

Nguy n Th
Ngc
Hng
(2012)

TT2
TT3
VHXH1
VHXH2
VHXH3

VHXH4

Thng tin truyn ming nh hng ti quyt nh

mua sch ca ti
Quyt
nh
mua
sch

Ying-Ping
Liang (
2012)

VHXH5
MUA1
MUA2
MUA3
MUA4

Philips
Kotler (
1998)
Iuliana
Cetin,
MariaCristiana
Munthiu,
, Violeta
Rdulescu (
2012)
Judith A.
Chevalier
Dina
Mayzlin (
2003)
(1) Nguy n
Th Ngc
Hng
(2012)

20

S tin trnh nghin cu:

Vn nghin cu
Phn tch cc yu t nh hng ti Q mua sch TL v KNS ca SV HCT

C s l thuyt
Hnh vi khch hng, quyt nh mua sch

Bng cu hi s b

Kho st th(n = 10)

Bng cu hi chnh thc

Nghin cu nh lng chnh thc

- Kho st 120 mu
- M ho d liu
- Thng k m t
- Cronbach Alpha
- Phn tch EFA
- Phn tch hi qui a bin
- Kim nh T

Kt qu nghin cu

xut kin ngh

21

1.8 PHNG PHP NGHIN CU

Khi thc hin mt nghin cu, ngi nghin cu c th chn gia hai phng php:
phng php nh t nh v phng php nh lng ho c c hai. Phng php nh
t nh bao hm vic g n lc thng tin t mt vi cuc iu tra v quan st, trong khi
phng php nh lng i hi ngi nghin cu phi thu th p thng tin t
vic iu tra nghin cu th trng v d thng qua cc bng c u hi (Halvorsen,
1992).
Do ti c tin hnh vi qui m l bi t p nhm v thi gian khng cho php
nn ti c tin hnh nghin cu nh lng m khng thng qua nghin cu
nh t nh s b. Nghin cu nh lng nh m thu th p, ph n t ch d liu thm d,
c ng nh c lng v kim nh m hnh.
T mc tiu nghin cu xc nh, c s l thuyt v kt qu nghin cu nh
t nh, tc gi x y dng c bn c u hi thm d kin khch hng s b ln 1 v
s dng bng c u hi ny thm d th 10 b n sinh vin tip tc hiu ch nh.
Kt qu ca bc ny l x y dng c mt bng c u hi thm d ch nh thc (xem
ph lc 2) d ng cho nghin cu nh lng.
Nghin cu nh lng ch nh thc c thc hin t i cc Khoa, lp, khung vin
trng i hc Cn Th thng qua bng cu hi Thm d kin ch nh thc.
K ch thc mu thng tu thuc vo cc phng php c lng trong nghin cu
v c nhiu kin khc nhau, chng h n:
- Hair v cng s (1998): k ch thc mu ti thiu phi t 100 n 150.
- Hoetler (1983): k ch thc mu ti h n phi l 200.
- Hachter (1994): k ch thc mu b ng t nht 5 ln bin quan st.
- Nhng quy t c kinh nghim khc trong xc nh c mu cho ph n t ch nh n t
EFA l thng thng th s quan st (k ch thc mu) t nht phi b ng 4 hay 5 ln
s bin trong ph n t ch nh n t (tr ch t trang 263 ca Hong Trng v Chu Nguy n
Mng Ngc Ph n t ch d liu nghin cu vi SPSS, NX Thng k, 2005).
- Nghin cu c x y dng vi 35 bin quan st, tc l k ch c mu ti thiu l
140 mu. Nghin cu ny c s dng ph n t ch nh n t khm ph (EFA) nn tc gi
tin hnh iu tra vi mu ti thiu l 140. Mu c ly theo phng php ngu
nhin.
22

1.8.1 Phng php thu thp s liu

- S liu th cp: Nghin cu s dng nghng s liu c sn t Nin gim thng k,
cc trang web uy t n trn Internet v kt qu c c t cc nghin cu c thc
hin trc y.
- S liu s cp: Nghin cu thc hin thu th p s liu qua bng c u hi. Nghin
cu s dng phng php chn mu ngu nhin thng qua bng c u hi.
Thu
- Cu trc Bng cu hi gm 2 phn:
Phn 1: Thng tin chung ca p vin
Phn 2: Ni dung ch nh
Trong phn ni dung bao gm:
Phn 1: Cc c u hi v nh n bit thng hiu, thng hiu ang s dng
Phn 2: Thang o cc yu t nh hng n quyt nh mua sch TL v KNS s
dng thang o Likert 5 im.
1.8.2 Phng php phn tch
S dng phn mm SPSS Statitics 22.0 h tr trong vic phn tch s liu: Cc
s liu s cp thu th p t cc bng cu hi s c m ha, nh p liu v ch y phn
tch thng k, thc hin cc kim nh.
i vi mc tiu 1:
S dng phng php thng k m t bao gm:
Phn tch tn s (Frequency Analysis): Thng k tn s, s ln xut
hin ca mt quan st, mt bin no . Trong nghin cu ny s dng phn tch
tn s thng k cc yu t v gii tnh, kha hc, chi tiu trung bnh, tui
Phn tch thng k m t (Descriptive statistics): Thng k m t c
th c nh ngh a nh l phng php c lin quan n vic thu th p s liu, tm
t t, trnh by, t nh ton, cc c trng khc nhau phn nh mt cch tng qut
i tng nghin cu. T nh im trung bnh mc ng i vi cc thuc t nh
thuc nh n t nh hng n hnh vi tiu d ng ca sinh vin
S dng phng php phn tch bng cho:

23

Phng php ph n t ch bng cho c ng l mt trong nhng cng c ph n

t ch thng k m t. Kt qu ph n t ch ny gi p ch ng ta kt lu n mc quan h
gia cc bin ph n t ch t i mc kim nh no .
Trong ti ny phng php ph n t ch bng cho s c ng dng
m t mi quan h gia cc thng hiu xe my, lo i xe my ang s dng vi mc
chi tiu ca h.
Khi hai yu t nghin cu u l bin nh danh hay mt nh danh mt
th b c th kim nh Chi bnh phng s dng rt ph bin. Kim nh Chi
bnh phng s cho b n bit c tn t i mi lien h gia hai bin trong tng th hay
khng.
Khi thc hin kim nh, ta c 2 gi thuyt.
H0: khng c mi quan h gia cc bin.
H1: c mi quan h gia cc bin.
kt lu n l chp nh n hay bc b gi thuyt H0, ta s d ng cc kim
nh ph hp.
Da vo gi tr P (p-value) (SPSS vit t t p-value l sig.) kt lu n l
chp nh n hay bc b gi thuyt H0
p-value (sig.) (mc ngh a) => bc b gi thuyt H0. C ngh a l c
mi quan h c ngh a gia cc bin cn kim nh.
p-value (sig.)> (mc ngh a) => chp nh n H0. Khng c mi quan
h gia cc bin cn kim nh.
i vi mc tiu 2
H s Cronbach Alpha v Phng php ph n t ch nh n t khm ph EFA
(exploratory factor analysis) c s dng nh gi cc yu t c nh hng n
hnh vi ngi tiu d ng. Cui c ng s dng ph n t ch hi quy c lng mc
nh hng ca cc yu t n quyt nh mua sch TL v KNS
nh gi tin cy ca php o lng bng phng php tnh h s Cronbach
Alpha:
H s Cronbach Alpha c s dng trc lo i cc bin quan st khng t yu
cu hay cc thang o cha t yu cu trong qu trnh nghin cu.

24

T nh h s Cronbach Alpha c thc hin i vi cc nhm bin c kt nn cc

nh n t. H s Cronbach Alpha cho bit s tng i ng nht trong o lng theo
cc bin c ni dung gn g i nhau v hnh thnh nn mt nh n t.
Cc bin quan st c h s tng quan bin tng (item total correlation) nh hn
0,3 s b lo i b v tiu chun chn thang o khi n c tin c y alpha t 0,6 tr
ln. Sau khi tin c y t yu cu, d ng ph n t ch nh n t xc nh u l nhng
tiu ch quan trng nht m ngi tiu d ng quan t m.
Phng php phn tch nhn t khm ph (EFA):
Cc bin sau khi c ph n t ch h s Cronbachs anlpha s c a vo m hnh
ph n t ch nh n t khm ph (EFA). Cc bin c trng s (factor loading) nh hn
0,5 trong EFA s tip tc b lo i. Phng php tr ch h s s dng l phng
php thnh phn ch nh (principal components) vi php quay cho phng sai ti
a (varimax) v im dng khi cc yu t c phng sai tng hp ca tng nh n t
(eigenvalue) = 1.
V thang o c chp nh n khi tng phng sai tr ch b ng ho c ln hn 50%.
Ph n t ch nh n t khm ph c d ng n trong trng hp mi quan h gia cc
bin quan st v bin tim n l khng r rng hay khng ch c ch n.
Ph n t ch EFA theo c tin hnh theo kiu khm ph xc nh xem ph m vi,
mc quan h gia cc bin quan st v cc nh n t c s nh th no, lm nn
tng cho mt t p hp cc php o r t gn hay gim bt s bin quan st ti ln
cc nh n t c s. Cc nh n t c s l t hp tuyn t nh (s cu t o) ca cc
bin m t b ng phng trnh sau:
Fi= Wi1X1+ Wi2X2+ Wi3X3+ ... + WikXk
Trong :
Fi: c lng tr s ca nh n t th i
Wi: trng s nh n t
k : s bin
S lng cc nh n t c s t y thuc vo m hnh nghin cu, trong ch ng rng
buc nhau b ng cch xoay cc vector trc giao nhau khng xy ra hin tng
tng quan. Ph n t ch nh n t khm ph EFA rt hu dng trong bc thc
nghim ban u hay m rng kim nh.
25

Trong ti ny, ph n t ch nh n t c d ng tm ra nh n t i din nht.

Trong qu trnh ph n t ch, ta ph n t ch chn lc cc nh n t nh hng n mc
trung thnh, nhng ngi c phng vn cho bit mc quan trng ca cc bin
da trn thang o Likert 5 mc (1: hon ton khng ng , ..., 5: hon ton ng
).
Phn tch hi quy
Ph n t ch hi quy bi c s dng ph n t ch nh hng ca cc yu t trong m
hnh nghin cu n mc trung thnh ca sinh vin i hc Cn Th i vi
nh n hng xe my Honda. Kt qu ph n t ch hi quy s xc nh cc nh n t
quan trng v mc nh hng ca ch ng n hnh vi ngi tiu d ng. Ph n
t ch hi quy l s nghin cu mc nh hng ca mt hay nhiu bin s (bin
c l p hay bin gii th ch) n mt bin s ( bin kt qu hay bin ph thuc)
nh m dbo bin kt qu da vo cc gi tr c bit trc ca cc bin gii th ch.
ti s dng phng php ph n t ch hi quy a bin c lng mc nh
hng ca cc yu t (bin gii th ch) n quyt nh mua hng ca ngi
tiu d ng (bin kt qu). Phng trnh hi quy c d ng:
Y = b0+ b1F1+ b2F2+ ... + bjFj
Trong
Y : bin ph thuc (mc trung thnh ca sinh vin i hc Cn Th
i vi nh n hng xe my Honda)
bj: h s c lng
Fj: bin c l p (cc yu t nh hng)
Kim nh gi thuyt v tr trung bnh ca hai tng th c lp hay phi hp
tng cp (Independent Sample T- test):
Kim nh v s khc bit tr trung bnh ca hai tng th c l p.
Nu gi tr Sig. trong kim nh Levene (kim nh F) th phng
sai ca 2 tng th khc nhau, ta s dng kt qu kim nh t dng Equal variances
not assumed.
Nu Sig. > th phng sai ca 2 tng th khng khc nhau, ta s dng
kt qu kim nh t dng Equal variances assumed.

26

Nu Sig. Trong kim nh T-test (mc ngh a) c s khc bit c

ngh a v trung bnh ca 2 tng th.

i vi mc tiu 3
Da vo quan st thc t v nhng hiu bit khi trc tip phng vn,
ph n t ch s liu s cp v tng hp cc ti liu lin quan nh m nu ln nhng gii
php gp phn n ng cao hiu qu kinh doanh cc lo i sch TL v KNS

27

CHNG 2
THC TRNG HNH VI TIU DNG SCH K NNG SNG,
TM L CA SINH VIN I HC CN TH
2.1.M T THNG TIN CHUNG CA P VIN
Cuc kho st trn bng cu hi chnh thc c thc hin trong giai o n t
09/2013 n 10/2013. Kt qu kho st thu v nh sau:
- Tng s Bng cu hi gi i: 120 mu in phng vn trc (70 mu in v 50
mu online).
- S mu thu v: 120 mu.
- Sau khi lm s ch d liu lc b nhng bng khng hp l, c mu cui
c ng c s dng phn tch d liu l 117 quan st. C mu ny t yu cu v
k ch thc mu ti thiu chng 2.
2.1.1.Gii tnh
ti c thc hin t i thnh ph Cn Th vi 117 mu c iu tra. Do
chn mu thu n tin nn t l nam, n phn b nh sau: 63 nam chim t l 53,8%,
54 n chim t l 46,2%.
BNG 2.1 THNG TIN V GII TNH CA P VIN
GII TNH

S QS

T L (%)

Nam

63

53,8

54

46,2

TNG

117

100

(Ngun: Kho st thc t thng 10/2013 )

2.1.2. Kha hc:
BNG 2.2 THNG TIN V KHA ANG THEO HC CA P
VIN
KHA

S QUAN ST

T L(%)

36

38

32,5

37

51

43,6

38

13

11,1

39

7,7

28

Khc

5,1

TNG

117

100
(Ngun: Kho st thc t thng 10/2013 )

Tng s quan st phn ln l kha 36 v kha 37 vi t l phn trm ln lc

l 32,5% v 43,6%. Cn l i kha 38 chim 11,1%, kha 39 chim 7,7%, cc kha
khc chim 6%.

2.1.3. Khoa ang theo hc ca p vin

BNG 2.3 THNG TIN V T L KHOA ANG THEO HC CA
P VIN
KHOA

S QS

T L(%)

Cng ngh

23

19,7

Khoa hc XH-NV

12

10,3

Kinh t v QTKD

43

36,8

Lu t

11

9,4

NN & SHUD

6,8

Thy sn

4,3

Khc

15

12,7

117

100

TNG

(Ngun: S liu iu tra thng 9/2013)

Trong tng s quan st chim t l cao nht l khoa kinh k chim 36,8%,
tip l khoa Cng ngh 19,7%, Khoa hc XHNV 10,3%, khoa Lu t 9,4%. Chim
mt phn nh l khoa NN &SHUD, thy sn v khoa khc.
2.2 THC TRNG HNH VI TIU DNG:
2.2.1: Thi im mua sch:

29

Biu t l cc cu tr li v Thi im mua sch ca p vin

( Ngun Kho st thng 10/2013)

Khi c hi v thi im mua sch k nng sng, tm l th phn ln p
vin c tr li p n mua do tnh c v khi c ngi nh c n, vi t l phn trm
chim 55% v 44% p vin c la chn. K n l mua nh k vi 10%, mua
khi c sch mi 15%, mua vi mt dp no khc l 8%. p vin.
2.2.2: a im thng mua sch nht:
BNG THNG TIN V T L V A IM MUA SCH CA
P VIN
a im

S QUAN ST T L(%)

Nh sch

50

42,7

Siu th

7,7

Nh sch c

7,7

Online

2,6

Hi ch sch

4,3

Khc

41

35

TNG

117

100

(Ngun:S liu iu tra thng 10 nm 2013)

30

Trong cc a im mua sch ca cc p vin, nh sch l ni a s p

vin n mua sch chim t l 42,7%, a im khc chim 35%. V c mt s t
mua siu th ( 7,7%), Nh sch c (7,7%), mua sch online (2,6%), mua nhng
hi ch sch (4,3%)
2.2.3. S tin chi cho mi ln mua sch
BNG 2.6 THNG TIN V T L V S TIN CHO MI LN
MUA SCH CA P VIN
S tin

S QS

T L(%)

< 100.000 ng

51

43,6

100.000 di 200.000 ng

25

21,4

200.000 300.000 ng

0,9

> 300.000 ng

39

33,3

(Ngun:S liu iu tra thng 10 nm 2013)

S tin a s p vin chi cho vic mua sch di 100.000 ng chim t l
cao trong s quan st vi 43,6%, s p vin chi t 100.000-200.000 ng cho mi
ln mua sch chim 21,4%, chi t 200.000-300.000 ng l 0,9% v c 33,3% chi
vi s tin trn 300.000 ng cho mi ln mua sch.
2.2.4. Thi gian c sch trong 1 ngy
BNG THNG TIN V T L V S LN C SCH TRONG
NGY CA P VIN
Thi gian

S QS

T L(%)

< 1h

53

45,3

T 1 - di 3h

25

21,4

> 3h

39

33,3

TNG

117

100

(Ngun:S liu iu tra thng 10 nm 2013)

Trong tng s quan st c 45,3% p vin c sch di 1 gi trong ngy,
21,4% p vin c sch t 1 n 3 gi trong ngy v c 33,3% p vin c trn 3
gi mi ngy.
2.2.5. Cc k vng khi mua sch

31

BNG THNG TIN V CC K VNG KHI MUA SCH CA P

VIN
K vng

S QS

Tng kin thc, tm kim

T L(%)

27

23,1

Gii tr

4,3

p dng cc bi hc t sch

32

27,4

Khm ph, thay i bn thn

13

11,1

Khc

40

34,2

thng tin

vo cuc sng

(Ngun:S liu iu tra thng 10 nm 2013)

Phn ln p vin mua sch vi k vng ln nht l p dng bi hc t sch
vo thc t ( 27,4%), tng thm kin thc, tm kim thng tin (23,1%), k vng
khc (34,2%). Ngoi ra cn mt s k vng nh gii tr (4,3%), khm ph, thay i
bn thn ( 11,1%).
Cc thng tin p vin cung cp trong la chn khc l:

2.2.6. Ngun thng tin la chn sch

BNG THNG TIN V T L CC NGUN THNG TIN LA
CHN SCH CA P VIN

32

(
Ngun:S liu iu tra thng 10 nm 2013)
la chn nhng quyn sch c c hiu qu v ph hp cn phi c
ngun thng tin la chn, trong cu hi nhiu la chn v nhng ngun thng tin
gip la chn sch, a s p vin c tr li p n l: bn thn t tm kim thng
tin (58% p vin), thng qua s gii thiu ca b n b, ngi thn (54% p vin),
chn theo mt cch tnh c (41%). Ngoi ra l mua theo tro lu (12%), v mua vi
ngun thng tin khc (5,0%)

33

2.2.7. Kh khn trong vic chn sch

BNG THNG TIN V NHNG S KH KHN KHI LA CHN
SCH CA P VIN
Kh khn

S CU TR

T L CU

LI

TR LI

Ni mua

14

12%

S a d ng v chng lo i

53

45%

Qu nhiu tc gi

43

37%

Cht lng sch

36

31%

Khc

4%

(Ngun:S liu iu tra thng 10 nm 2013)

Mua mt quyn sch th t khng n gin, c 9,3% p vin g p kh khn v
ni mua, 35,1% p vin g p kh khn v s a d ng v chng lo i, 28,5% p
vin g p kh khn v c qu nhiu tc gi, 23,8% p vin g p kh khn v cht
lng mi quyn sch khc nhau v c 3,3% p vin g p mt s kh khn khc.

34

2.2.8 Cc n v pht hnh sch c bit n:

BNG THNG TIN V T L V N V SCH M P VIN
BIT N
Khc

0%

Vn Vit

1%

Thi H

5%

TGM Books

2%

Qung Vn

10%

NXB Tr

82%

NXB Ph N

53%

NXN Kim ng

85%

Nh Nam

13%

First News

25%

ng A

11%

Bch Vit

33%

Alphabooks

44%
0%

20%

40%

60%

80%

100%

% Nhn bit

( Ngun s liu iu tra thng 10 nm 2013)

C rt nhiu n v sch trn th trng nhng c bit n nhiu nht l
n v Alphbooks, n v sch Bch Vit, n v sch NX Kim ng, n v sch
NXB Tr , n v sch NXB Ph N. Ngoi ra cn nhiu n v sch khc.

35

2.2.9. n tng mt quyn sch

BNG THNG TIN V T L V N TNG I VI SCH CA
P VIN

c s thy th v v tm thy nhiu

thng tin th v

Cht liu giy, ba

Cc hnh thc trnh by ca sch

55%

12%

26%

Thng tin t li ni u

Thng tin ghi trn ba trc, ba sau, ba

ph

Trnh by ba, hnh nh

40%

29%

45%

(Ngun: S liu iu tra thng 10 nm 2013)

Trong cc cu tr li v cc n tng ca mt cun sch i vi cc p
vin, cu tr li quyn sch gy n tng khi c s qua tm thy nhiu thng tim
th v c chn nhiu nht ( 55% p vin c chn yu t ny), cc yu t tip
theo nh n tng v mt quyn sch l cch trnh by ba, hnh nh. Ngoi ra s n
tng cn c nhiu p vin nh gi qua nhng thng tin ghi trn ba trc, ba
sau v ba ph, nhng thng tin li ni u, cch thc trnh by ca sch, k c cht
liu giy v ba.

36

2.2.10. S tin chi cho mi ln mua sch ca nam v n

2.2.10.1. S tin chi cho mi ln mua sch ca nam v n
ng s tin chi cho vic mua sch gia nam v n:
N

Nam

S tin chi tiu

S QS

T l(%)

S QS

T l(%)

< 100.000

35

29.9

39

33.3

100.000 200. 000

26

22.2

10

8.5

1.7

4.3

63

53.8

54

46.2

>200.000
Tng
Chi bnh phng

7.968

df

Gi tr p

0.019
(Ngun:S liu iu tra thng 10 nm 2013)

Kim nh chi bnh phng:

H0: S tin chi tiu trung bnh ca nam v n l khng khc nhau
H1: S tin chi tiu trung bnh ca nam v n l khc nhau
Gi tr P ca kim nh chi bnh phng = 0.019 < 0.05 => bc b gi thuyt
H0 mc ngh a 5%.
V y, c s khc bit c ngh a v chi tiu trung bnh ca nam v n trong
vic s dng sch t m l v k nng sng.
Nh n xt: qua kt qu phn tch ta thy r ng nhn chung sinh vin l n c s
tin chi tiu cho vic s dng sch tm l v k nng sng nhiu hn SV nam.

37

2.2.10.2. S tin chi cho mi ln mua sch ca sinh vin c kha hc

khc nhau
ng 2.12 S tin chi cho vic mua sch gia sinh vin c kha hc khc
nhau
Kha hc
S
tin
chi tiu
<100.000

Kha 36

Kha 37

Kha 38

< KHA
39

32

27.4

28

23.9

7.7

4.3

100.000 200.000

4.3

19

16.2

3.4

6.8

> 200.000

0.9

3.4

1.7

Tng
Chi bnh phng
df

38
32.5
15.548
6

51

43.6

13

11.1

15

12.8

Gi tr p

0,016

Kim nh chi bnh phng:

H0: S tin chi tiu trung bnh ca sinh vin c kha hc khc nhau l khng
khc nhau
H1: S tin chi tiu trung bnh ca sinh vin c kha hc khc nhau l khc
nhau
Gi tr P ca kim nh chi bnh phng = 0.016 < 0.05 => bc b gi thuyt
H0 mc ngh a 5%.
V y, c s khc bit c ngh a v chi tiu trung bnh ca sinh vin c kha
hc khc nhau trong vic s dng sch t m l v k nng sng.
Cc sinh vin kho cui c xu hng chi tiu nhiu cho sch TL v KNS hn
cc SV kho mi.

38

2.3 nh gi v cc yu t tc ng n quyt nh mua:

BNG IM TRUNG BNH CA CC YU T TC NG N QUYT
NH MUA
Gi tr
Trung lch
Bin
ln
bnh
chun
nht
SA1
1.00
5.00
3.91
0.91
SA2
2.00
5.00
3.97
0.80
SA3
1.00
5.00
4.11
0.89
SA4
1.00
5.00
3.79
0.87
SA5
1.00
5.00
3.38
0.95
SA6
1.00
5.00
4.34
0.78
CN1
1.00
5.00
3.71
1.11
CN2
1.00
5.00
3.91
1.05
CN3
1.00
5.00
4.14
0.99
CN4
1.00
5.00
4.01
0.86
CN5
1.00
5.00
4.10
0.81
TL1
1.00
5.00
3.53
0.98
TL2
1.00
5.00
3.06
1.04
TL3
1.00
5.00
3.65
0.80
TL4
1.00
5.00
3.67
0.81
TL5
1.00
5.00
3.60
0.94
BH1
1.00
5.00
3.25
1.14
BH2
1.00
5.00
3.68
1.12
BH3
1.00
5.00
3.61
1.14
TT1
1.00
5.00
3.66
1.01
TT2
1.00
5.00
4.07
0.84
TT3
1.00
5.00
3.85
0.90
VHXH1
1.00
5.00
3.29
1.23
VHXH2
1.00
5.00
3.41
0.94
VHXH3
1.00
5.00
2.97
1.02
VHXH4
1.00
5.00
3.00
0.99
VHXH5
1.00
5.00
3.19
0.86
(Ngun: S liu iu tra thng 10 nm 2013)
Gi tr
b nht

Qua gi tr im nh gi ca cc tiu ch trong thang o ta thy cc p vin nh

gi cao cc
nh gi ca khch hng v cc nh n t nh hng n hng vi mua sch ca
khch hng dao ng t 1 n 5 ( nh nht n ln nht), trung bnh t 2.97 n
4.11.
Trong cc bin c l p trn, nhng bin c gi tr trung bnh thp nht l:
-

K ch thc ph hp c tr trung bnh l 3.38 vi lch chun l 0.95

39

Ngnh hc c gi tr l 3.71 ( lch chun l 1.11)

Nh sch ln tr trung bnh l 3.06 ( lch chun l 1.00)

Nh n vin bn hng vui v tr trung bnh l 3.25 ( lch chun l 1.14)

a im thu n tin tr trung bnh 3.66 ( lch chun 1.01)

Gia nh tr trung bnh 2.97 ( lch chun 1.02)

Nh v y c th nh n thy r ng nhng nh n t trn c mc nh hng khng ln

n quyt nh la chn mt lo i sch ca sinh vin. Trong nhm nh n t l sn
phm sch th tiu ch k ch thc ph hp c tr trung bnh thp nht. Theo hu ht
p vin th s la chn mt lo i sch ca h khng ph thuc nhiu qu vo k ch
thc ca n. Nu mt sn phm p ng c s th ch ca khch hng th d
cho n kh cng knh th c ng c ngi tiu d ng chp nh n nhng mc hi
lng ca n cha cao.
Ngnh hc c ng c mc nh hng khng ln n s la chn sn phm sch
ca p vin. Nu c c mt quyn sch hay m phi tr gi cao th h c ng sn
lng mua n. Nhng p vin c th la chn mua sch rt nhiu ni. Khng nht
thit l h phi mua nhng nh sch ln m h c th mua nhng nh sch c ,
gi ca n th khng cao so vi gi th trng. p vin thng ch mua sch do
nhu cu ca mnh, do s nh hng ca cc nhm tham kho, h t chu tc ng
ca yu t gia nh.
Nhng tiu ch ny c nh hng ln n quyt nh la chn sch ca p vin. V
khi la chn sch th ni dung ca quyn sch phi ph hp vi h, khng nhng
phi ph hp v ni dung m n phi ph hp vi t nh cch ca khch hng. bin
SA3, CN3, CN4, CN5 v TT5 ( Phong cch sng khc nhau th cch la chn sch
c ng khc nhau, Tnh cch khc nhau th cch la chn sch c ng khc nhau,S
th ch khc nhau th cch la chn sch c ng khc nhau, Ti th ch cch trng by
ngn n p, d tm). Cc yu t trn c nh gi c mc nh hng ln n
quyt nh mua sch ca cc p vin.

40

CHNG 3: CC YU T NH HNG N QUYT NH MUA SCH

TM L V K NNG SNG CA SV HCT
3.1 Xy dng v x l thang o:
3.1.1 o lng thang o cc yu t nh hng n quyt nh mua:
Ph n t ch tin c y Cronbachs Alpha c thc hin cho tng nhm bin
thuc cc nhn t khc nhau. tin c y Cronbachs Alpha phi n m trong khong
t 0.6 n 1.0 m bo cc bin trong cng mt nhm nhn t c tng quan v
ngh a (Trng & Ngc, 2008).
Trong mi thang o, h s tng, quan bin-tng th hin s tng quan gia mt
bin quan st vi tt c cc bin khc trong thang o. H s ny cng cao th s
tng quan ca bin vi cc bin khc cng cao. Cc bin c h s tng quan bin
tng nh hn 0.3 b coi l bin rc v b lo i khi thang o (Nunnally v ernstein,
1994).
Kt qu thc hin kim nh tin c y Cronbachs Alpha thc hin trn
chng trnh SPSS, h s Cronbachs Alpha ca thang o l 0.867, v c trnh
by bng sau:
Phng
Bin

Trung bnh

quan

thang o nu

st

loi bin

sai

Tng

thang

quan

o nu

bin

loi

tng

Cronbachs
alpha nu
loi bin

bin
SA1

94.9573

137.748 0.604

0.857

SA2

94.8889

141.324 0.498

0.861

SA3

94.7521

142.378 0.392

0.863

SA4

95.0769

140.71

0.486

0.861

SA5

95.4786

141.252 0.411

0.863

SA6

94.5214

145.717 0.274

0.866

CN1

95.1538

138.045 0.469

0.861

CN2

94.9487

140.153 0.413

0.862

CN3

94.7265

139.269 0.48

0.861
41

CN4

94.8547

138.78

0.593

0.858

CN5

94.7607

141.477 0.483

0.861

TL1

95.3333

139.155 0.492

0.86

TL2

95.8034

143.383 0.28

0.866

TL3

95.2137

143.187 0.399

0.863

TL4

95.1966

143.246 0.391

0.863

TL5

95.265

140.834 0.439

0.862

BH1

95.6154

136.98

0.86

BH2

95.1795

139.166 0.419

0.862

BH3

95.2564

138.244 0.443

0.862

TT1

95.2051

136.889 0.574

0.858

TT2

94.7949

142.268 0.426

0.862

TT3

95.0085

141.578 0.423

0.862

VHXH1 95.5726

143.471 0.222

0.87

VHXH2 95.453

141.181 0.422

0.862

VHXH3 95.8889

144.686 0.234

0.868

VHXH4 95.8632

148.171 0.096

0.871

VHXH5 95.6752

142.756 0.388

0.863

0.493

Kt qu cho thy cc bin: SA6, TL2,VHXH1,VHXH4, VHXH3 b lo i do h s

tng quan bin tng nh hn 0.3.
Sau khi lo i cc bin trn, kt qu c my tnh x l v t nh c h s alpha ca
thang o l: 0.878 ( chp nh n). Kt qu tng hp bng sau:

Bin quan st

Trung bnh

Phng sai

thang o nu

thang o nu

loi bin

loi bin

Tng
quan
bin
tng

Cronbachs
alpha nu
loi bin

SA1

78.2906

109.518

0.638

0.868

SA2

78.2222

112.812

0.529

0.872

SA3

78.0855

114.182

0.396

0.875
42

SA4

78.4103

112.382

0.507

0.872

SA5

78.812

112.585

0.444

0.874

CN1

78.4872

111.459

0.419

0.875

CN2

78.2821

112.928

0.38

0.876

CN3

78.0598

112.695

0.419

0.875

CN4

78.188

111.62

0.56

0.871

CN5

78.094

113.586

0.475

0.873

TL1

78.6667

111.241

0.498

0.872

TL3

78.547

115.009

0.397

0.875

TL4

78.5299

114.906

0.399

0.875

TL5

78.5983

112.518

0.457

0.874

BH1

78.9487

107.549

0.574

0.87

BH2

78.5128

109.89

0.483

0.873

BH3

78.5897

109.054

0.507

0.872

TT1

78.5385

108.716

0.605

0.869

TT2

78.1282

114.044

0.433

0.874

TT3

78.3419

112.572

0.475

0.873

VHXH2

78.7863

114.532

0.352

0.877

VHXH5

79.0085

115.733

0.325

0.877

3.1.2 Kt qu o lng thang o Quyt nh mua:

Thang o quyt nh mua gm 4 bin: MUA1, MUA2, MUA3, MUA4. Kt qu h
s alpha ca thang o l: 0.874. Bng kt qu tng hp nh sau:

43

Bin
quan
st
MUA1
MUA2
MUA3
MUA4

Trung
bnh
thang o
nu loi
bin
11.3932
11.4444
11.3932
11.4359

Phng
sai loi
bin
2.448
2.628
2.448
2.627

Tng
Cronbachs
quan
alpha nu
bin
loi bin
tng
0.747
0.709
0.747
0.718

0.832
0.847
0.832
0.844

Ta thy h s tng quan bin tng ca c 4 bin u ln hn 0.3, nn ta gi l i c

4 bin trong m hnh.
3.2 Phn tch cc nhn t nh hng n quyt nh mua sch TL v KNS:
Trong nghin cu, chng ta c th thu th p c mt lng bin kh ln v hu ht
cc bin ny c lin h vi nhau. Phn tch nhn t khm ph l mt nhm cc th
tc c s dng thu nh v tm t t d liu. Sau khi phn tch nhn t, s
lng bin s c gim xung v c trnh by di d ng mt s t nhn t c
bn chng ta c th s dng c nhng vn c th i din cho phn ln ngh a
cc bin thu th p.
Mt s tiu chun m cc nh nghin cu cn quan tm trong phn tch nhn t
khm ph nh sau (Trng & Ngc 2008):
- Kim nh Bartlett (Bartletts test of sphericity): i lng Barlett l mt i
lng thng k d ng xem xt gi thuyt cc bin khng c tng quan trong
tng th. Nu kim nh ny c ngh a thng k (sig0.05) th cc bin quan st c
tng quan vi nhau trong tng th.
- H s KMO (Kaiser-Mayer-Olkin): y l mt ch tiu d ng xem xt s thch
hp ca EFA, phn tch nhn t khm ph thch hp khi 0.5KMO1.
- H s ti nhn t (Factor loading): l h s tng quan n gia cc bin v
nhn t. H s ny cng ln cho bit cc bin v nhn t cng c quan h ch t ch
vi nhau. Theo Hair & ctg (1998), h s ti nhn t l ch tiu m bo mc
ngh a thit thc ca EFA. H s ti nhn t >0.3 c xem l t mc ti thiu,
>0.4 c xem l quan trng v 0.5 c xem l c ngh a thc ti n.

44

Nu chn h s ti nhn t >0.3 th c mu nghin cu phi t nht 350, nu c mu

khong 100 th nn chn tiu chun h s ti nhn t >0.55, c mu khong 50 th
h s ti nhn t phi >0.75. Trong nghin cu ny, vi c mu 116, tiu chun h
s ti nhn t c chn l >0.5.
- Phng sai tr ch (Variance Explained Criteria): tng phng sai tr ch phi ln
hn 50%.
- Ch s Eigenvalue: i din cho lng bin thin c gii thch bi nhn t. Ch
nhng nhn t c Eigenvalue>1 mi c gi l i trong m hnh phn tch
(Gerbing & Anderson, 1998).
Nghin cu ny s dng phng php ph n t ch nh n t Principle Components v
php quay gc Varimax tm ra cc nhn t i din cho cc bin. Varimax cho
php xoay nguyn gc cc nhn t ti thiu ha s lng bin c h s ln t i
cng mt nhn t, v v y s tng cng kh nng gii thch cc nhn t.
Sau khi lo i 5 bin ra khi thang o b ng phng php s dng h s tin c y
Cronbachs Alpha th 25 bin cn l i c a vo tin hnh phn tch nhn t:
in

Component
1

BH3

0.792

0.088

-0.057

0.049

-0.055

0.329

BH2

0.764

-0.023

0.086

-0.107

0.045

0.351

BH1

0.759

0.183

0.172

0.082

0.035

TT1

0.659

0.431

-0.027

0.032

0.251

0.006

TL4

0.643

-0.223

0.329

0.02

0.05

0.028

TL1

0.628

0.126

0.144

0.244

0.18

-0.298

TT2

-0.022

0.779

0.288

0.001

0.151

-0.009

SA3

-0.015

0.75

0.034

0.364

-0.091

0.165

SA4

0.186

0.715

0.15

0.19

-0.01

0.084

TT3

0.469

0.639

0.096

-0.281

0.079

-0.028

CN4

0.174

0.11

0.832

0.084

0.153

0.166

CN5

0.117

0.103

0.809

-0.041

0.148

0.189

CN3

-0.104

0.291

0.682

0.286

0.13

-0.027

TL3

0.189

0.227

0.471

0.28

0.158

-0.417
45

CN1

0.199

0.052

0.013

0.737

0.164

0.206

CN2

-0.087

0.176

0.297

0.686

0.232

0.004

SA5

0.444

0.236

0.105

0.444

-0.302

0.131

VHXH2

-0.075

0.097

0.203

0.238

0.737

0.145

VHXH5

0.14

-0.04

0.14

0.163

0.659

0.023

TL5

0.466

0.139

0.153

-0.233

0.613

0.012

SA2

0.245

0.122

0.238

0.225

0.178

0.743

SA1

0.315

0.267

0.266

0.31

0.124

0.628

Kim nh gi thuyt: Gi thuyt Ho cho r ng cc bin khng c tng quan

vi nhau trong tng th hay ma tr n tng quan gia cc bin trong tng thl mt
ma tr n n v bbc bbi kim nh Bartlett. Kt qucho thy h s KMO =
0,785 (0,5 <KMO < 1) v sig ca kim nh Bartlett b ng 0,000 nh hn = 0,05,
chng t phn tch nhn t cho vic nhm cc bin ny l i vi nhau l thch hp.
(Xin xem ph lc)
Xc nh s nhn t: Vi mc gi tr Eigenvalues (lng bin thin c gii thch
bi nhn t) ln hn 1 c rt trch t 23 yu t a vo m hnh v Eigenvalues
cumulative % (phng sai tr ch) c gi tr b ng 67.332 cho ta bit kh nng s
dng 7 nhn t ny gii thch cho bin quan st ban u l 67.332%
t tn v gii thch nhn t:
Sau khi phn tch, 23 bin a vo m hnh c gom thnh 6 nhm nhn t v t
tn nh sau:
+ Nhm 1: tng quan cao vi cc bin BH3, BH2, BH1, TT1, TL4, TL1. Nhm
c t tn l: Hiu bit v tri nghim mua hng
+ Nhm 2: tng quan cao vi cc bin TT2, SA3, SA4, TT3. Nhm c t tn
l: Sch v trng by nh sch
+ Nhm 3: tng quan cao vi cc bin: CN4, CN5, CN3. Nhm c t tn l:
Yu t tm l c nhn
+ Nhm 4: tng quan cao vi cc bin CN1,CN2. Nhm c t tn l: c im
c nhn

46

+ Nhm 5: tng quan cao vi cc bin VHXH2, VHXH5, TL5. Nhm c t

tn l: Nh n thc v tc ng x hi
+Nhm 6: tng quan cao vi cc bin: SA1 V SA2 Nhm c t tn l: Tc
gi
Cc bin TL3 v SA5 do h s ti nhn t ( Factor Loading) nh hn 0.5 nn b lo i
khi m hnh.
M hnh nghin cu hiu chnh:
Sau khi gom nhm cc nhn t thnh phn thang o cn l i l:

Bin

Pht biu
Hiu bit v tri nghim mua hng

BH3

NV H t vn gip ti d dng chn sch hn

BH2

Ti thch c NVBH am hiu v sch

BH1

NVBH vui v , t n tnh tc ng n quyt nh mua sch ca ti

TT1

a im nh sch thu n tin, d tm nh hng ti vic mua sch ca ti

TL4

Cc hiu bit v th lo i sch nh hng n quyt nh mua sch ca ti

TL1

Ti ch mua sch khi c nhu cu

Sch v trng by nh sch

TT2

Ti th ch cch trng by ngn n p, d tm

SA3

Ti thch mua sch ca NXB ni ting, c uy tn

SA4

Ti thch mua sch c cht lng bn in tt

TT3

Ti thch khng gian rng, thong mt

Tm l

CN4

Tnh cch c nhn ti c nh hng ln n quyt nh mua sch

CN5

S thch khc nhau th cch la chn sch c ng khc nhau

CN3

Phong cch sng khc nhau th cch la chn sch c ng khc nhau
C nhn
47

CN1

Ngnh hc khc nhau th cch la chn sch c ng khc nhau

CN2

Hon cnh kinh t khc nhau th cch la chn sch c ng khc nhau
Nhn thc v tc ng x hi

VHXH2

Nhm tham kho ( b n b, ngi th n

sch ca ti

) nh hng ti quyt nh mua

VHXH5

Thng tin truyn ming nh hng ti quyt nh mua sch ca ti

Nh n thc v gi c sch nh hng n quyt nh mua sch ca ti

TL5

Tc gi
SA2

Ti thch mua sch ca tc gi l ngi chuyn vit sch tm l k nng

sng

SA1

Ti thch mua sch ca tc gi l ngi am hiu v l nh vc tm l k

nng sng

M hnh nghin cu hiu chnh:

Hiu bit v tri nghim mua
hng
Sch v trng by nh sch
Tm l c nhn

Quyt nh mua sch

c im c nhn
Nhn thc v tc ng x hi
Tc gi

Cc gi thuyt nghin cu hiu ch nh:

-

H1: Hiu bit v tri nghim mua hng c nh hng n hnh vi ca ngi
tiu dng sch TL v KNS.

H2: Sch v trng by nh sch c nh hng n hnh vi ca ngi tiu

dng sch TL v KNS.
48

H3: Yu t tm l c nhn c nh hng n hnh vi ca ngi tiu dng

sch TL v KNS .

H4: c im c nhn c nh hng n hnh vi ca ngi tiu dng

sch TL v KNS.

H5: Nh n thc v tc ng x hi c nh hng n hnh vi ca ngi tiu

dng sch TL v KNS .

H6: Tc gi c nh hng n hnh vi ca ngi tiu dng sch TL v KNS

3.3 Kim nh m hnh:

Cc nhn t sau khi c kim nh qua qu trnh phn tch nhn t khm ph v
c chng minh l ph hp c a vo ph n t ch kim nh m hn, cc nhn t
gm: Sn phm sch, Yu t c im c nhn, Yu t tm l c nhn, Nhn vin
bn hng, S thu n tin, Yu t vn ha x hi. Ph n t ch tng quan s c thc
hin xem xt s ph hp khi a cc thnh phn vo phng trnh hi qui, kt
qu phn tch hi qui d ng kim nh cc gi thuyt
M ho cc bin c lp v ph thuc nh sau:
+Bin

Hiu

bit

tri

nghim

khi

mua

sch

hiu:

HIEUBIETVATRAINGHIEM) : gi tr ca bin l gi tr trung bnh ca cc bin:

BH3, BH2, BH1, TT1,TL4 v TL1
+ Bin T m l c nh n (K hiu: TAMLY): gi tr cu bin l gi tr trung bnh
ca cc bin: CN4, CN5, CN3, TL3
+ Bin c im c nh n ( K hiu: CANHAN): gi tr cu bin l gi tr trung
bnh ca cc bin: CN1,CN2
+ Bin Yu t nh n thc v tc ng x hi ( K hiu: XAHOI): gi tr cu bin
l gi tr trung bnh ca cc bin: VHXH2, VHXH5, TL5
+ Bin Tc gi ( K hiu: TACGIA): gi tr cu bin l gi tr trung bnh ca cc
bin: TACGIA1, TACGIA2
+ Bin Sch v tr i nghim khi mua sch( k hiu: SACH): gi tr cu bin l gi
tr trung bnh ca cc bin: TT2,SA3, SA4, TT3
+ Bin Quyt nh mua ( K hiu: MUATONGHOP): gi tr cu bin l gi tr
trung bnh ca cc bin: MUA1, MUA2, MUA3, MUA4

49

Da vo m hnh nghin cu hiu ch nh, mi quan h gia bin ph thuc v cc

bin c l p c thit l p nh sau :
MUATONGHOP = F( HIEUBIETVATRAINGHIEM, TAMLY, CANHAN,
SACH, TACGIA, XAHOI)
3.3.1 M hnh tng quan:
Kim nh h s tng quan Pearson d ng kim tra mi lin h tuyn tnh gia
cc bin c l p v bin ph thuc c ng nh gia cc bin c l p vi nhau. Nu h
s tng quan gia bin ph thuc v cc bin c l p ln chng t gia chng c
quan h vi nhau v phn tch hi quy tuyn tnh c th ph hp.
Nu cc bin c l p c tng quan ch t ch th phi lu n vn a cng
tuyn khi phn tch hi quy.

50

Kt qu x l cc bin cho ta bng s liu nh sau:

HIEU
BIETV
TAML
ATRA
Y
INGHI
EM
Pearson
HIEUBIETVA
Correlation
TRAINGHIE
Sig. (2M
tailed)
Pearson
Correlation
TAMLY
Sig. (2tailed)
Pearson
Correlation
CANHAN
Sig. (2tailed)
Pearson
Correlation
XAHOI
Sig. (2tailed)
Pearson
Correlation
TACGIA
Sig. (2tailed)
Pearson
Correlation
SACH
Sig. (2tailed)
Pearson
MUATONGH Correlation
OP
Sig. (2tailed)

CANH
AN

XAH
OI

TAC
GIA

SAC
H

MUAT
ONGHO
P

.261**

0.004
.211*

.392**

0.023

.363**

.436**

.460**

.391**

.361**

.427**

.552**

.658**

.295**

0.001
.328*
*

.405**
0
.269**
0.003
.576**
0

0
.233*

.376*
*

0.012

.507*
*

.594*
*

.534*
*

51

3.3.2 M hnh hi quy a bin:

Kt qu cho thy cc bin c l p c h s tng quan vi bin ph thuc Quyt
nh mua ( MUATONGHOP) c cc gi tr dao ng t 0.507 n 0.608 ( tho
iu kin 0<r<1), iu ny chng t cc bin c tng quan tuyn tnh vi nhau v
m hnh hi quy a bin l ph hp.
M hnh hi quy tuyn tnh:
Sai

R2

chun

iu

hnh

R2

ch nh

lng

0.085

0.727

0.712

0.279

Kim nh ph hp ca m hnh: Kim nh F s dng trong bng phn tch

ANOVA l php kim nh githuyt v ph hp ca m hnh hi quy tuyn tnh
tng th. Trong bng phn tch ANOVA, ta thy gi tr sig ca kim nh F rt
nh(< 0,05), t ta c thbc b gi thuyt H0(H0: Tt c cc bin c l p trong
m hnh u khng nh hng n bin ph thuc), iu ny c ngh a l c t nht
mt bin c l p nh hng n bin ph thuc. M hnh ph hp vi t p d liu
v c th suy rng ra cho ton tng th. (Xin xem ph lc)
Hin tng a cng tuyn: chp nh n ca bin (Tolerances) v h s
phng i phng sai (Variance inflation factor VIF) c d ng pht hin hin
tng a cng tuyn, theo Hong Trng v Chu nguy n Mng Ngc th khi VIF
vt qu 10 l du hiu ca a cng tuyn. Da vo bng 14 ta thy gi tr VIF ln
nht ca cc bin c a vo phn tch l 1,558 nh hn 10. Ta c th bc b gi
thuyt m hnh c hin tng a cng tuyn.

52

Bng kt qu phn tch hi quy:

H s cha chun
ho
M hnh
B
1 ( H ng s)
HIEUBIETVATRAINGHIE
M
TAMLY
CANHAN
XAHOI
TACGIA
SACH
a in ph thuc: MUATONGHOP

H s

chun
ho

Sig.
t

lch
Beta
chun
0.513 0.201

2.547

0.012

0.164
0.244
0.147
0.089
0.102
0.121

4.118
5.038
4.583
1.995
2.526
2.668

0
0
0
0.049
0.013
0.009

0.04
0.048
0.032
0.045
0.04
0.045

0.244
0.313
0.262
0.116
0.157
0.156

Vi phng php Enter, m hnh hi quy c xy dng vi cc bin:

HIEUBIETVATRAINGHIEM, TAMLY, CANHAN, XAHOI, TACGIA, SACH.
Cc h s hi quy u mang du dng th hin cc yu t trong m hnh hi quy
trn nh hng t l thu n n quyt nh mua sch vi mc ngh a sig. t i cc bin
u <0.05 (ngo i tr h ng s l khng c ngh a thng k). Do , c th
kt lu n r ng tt c cc gi thuyt H1, H2, H3, H4, H5, H6 trong m hnh u
c chp nh n.
Phng trnh hi quy tuyn tnh c trch theo h s Beta chun ha c dng nh
sau:
MUATONGHOP
0.244TAMLY +
0.121SACH

= 0.513 +
0.147CANHAN

0.164HIEUBIETVATRAINGHIEM
+ 0.089XAHOI + 0.102TACGIA

+
+

Gii thch m hnh hi quy:

Trong m hnh yu t tc ng ln nht n quyt nh mua l Tm l c nhn ( h
s B l 0.244), tip n l Yu t Hiu bit v Tri nghim khi mua hng ( B =
0.164) v c im c nhn ( B= 0.147), cc yu t c tc ng thp hn l Sch v
trng by nh sch, Tc gi v Yu t x hi.

53

3.5 Kim nh cc gi thuyt nghin cu:

3.5.1 Kim nh gi thuyt H1:.
Qua kt qu phn tch hi qui cho thy r ng yu t Hiu bit v tri nghim
mua hng c nh hng n hnh vi ca ngi tiu dng sch TL v KNS,
c th l h s B dng v b ng 0.164 v sig.<0.05 vi kt qu ny tc gi c
th kt lu n r ng gi thuyt H1 t ra trong nghin cu l hon ton ph
hp v ng cho m hnh nghin cu.
3.5.2 Kt qu kim nh gi thuyt H2:
Qua kt qu phn tch hi qui cho thy r ng yu t Sch v trng by nh
sch c nh hng n hnh vi ca ngi tiu dng sch TL v KNS, c th
dng b ng 0.121 v sig.<0.05 vi kt qu ny tc gi c th kt

l h s

lu n r ng gi thuyt H2 t ra trong nghin cu l hon ton ph hp v

ng cho m hnh nghin cu.
3.5.3. Kt qu kim nh gi thuyt H3:
Qua kt qu phn tch hi qui cho thy r ng yu t Yu t tm l c nhn c
nh hng n hnh vi ca ngi tiu dng sch TL v KNS, c th l vi
gi tr

dng b ng 0.224 v Sig. < 0.05 vi kt qu ny tc gi c th kt

lu n r ng gi thuyt H3 t ra trong nghin cu l hon ton hon ton

ph hp v ng cho m hnh nghin cu.
3.5.4. Kt qu kim nh gi thuyt H4:
Qua kt qu phn tch hi qui cho thy r ng yu t : c im c nhn c
nh hng n hnh vi ca ngi tiu dng sch TL v KNS i vi
thng hiu xe my Honda, c th l h s

dng b ng 0.147 v sig.<0.05

vi kt qu ny tc gi c th kt lu n r ng gi thuyt H4 t ra trong
nghin cu l hon ton ph hp v ng cho m hnh nghin cu.
3.5.5. Kt qu kim nh gi thuyt H5:
Qua kt qu phn tch hi qui cho thy r ng yu t Nh n thc v tc ng x
hi c nh hng n hnh vi ca ngi tiu dng sch TL v KNS, c th l
vi gi tr

dng b ng 0.089 v Sig. <0.05 vi kt qu ny tc gi c th

kt lu n r ng gi thuyt H5 t ra trong nghin cu l hon ton l hon

ton ph hp v ng cho m hnh nghin cu..
54

3.5.6. Kt qu kim nh gi thuyt H6:

Qua kt qu phn tch hi qui cho thy r ng yu t Tc gi c nh hng n
hnh vi ca ngi tiu dng sch TL v KNS, c th l h s eta dng v
b ng 0.102 v sig.<0.05 vi kt qu ny tc gi c th kt lu n r ng gi
thuyt H6 t ra trong nghin cu l hon ton ph hp v ng cho m
hnh nghin cu.
3.6 Kim nh s khc nhau gia gii tnh v cc thnh phn ca thang o:
Kt qu kim nh T-test gii tnh v cc thnh phn

3.6.1
-

Kim nh T gii tnh vi s hiu bit v tri nghim mua hng:

Kim nh Levene

Thnh phn

T : Gii tnh

Kim nh Levene

Kim nh T

thang o

Nam

Hiu bit v tri nghim

3.57

3.55

0.338

0.562

0.168

0.867

Tm l

3.91

4.04

0.427

0.515

-1.079

0.283

C nhn

3.72

3.91

1.126

0.291

-1.131

0.260

X hi

3.32

3.48

2.386

0.125

-1.217

0.226

Tc gi

3.95

3.92

0.188

0.666

0.177

0.860

Sch

3.97

3.93

0.007

0.932

0.365

0.715

H0: Phng sai tng th ng nht.

H1: Phng sai tng th khng ng nht.
Gi tr P_value trong kim nh Levene = 0.562 > 0.05 chp nh n gi thuyt
H0 mc ngh a 5%. Phng sai hai tng th ng nht.
-

Kim nh T-test
H0: Nhng p vin c gii tnh khc nhau th c s hiu bit v tri nghim
mua hng l nh nhau.
H1: Nhng p vin c gii tnh khc nhau th c s hiu bit v tri nghim
mua hng l khc nhau.

55

Gi tr P_value ca kim nh t = 0.867 > 0.05 chp nh n gi thuyt H0

mc ngh a 5% . V y nhng p vin c gii tnh khc nhau c s hiu bit
v tri nghim mua hng l nh nhau.
3.6.2 Kim nh T gii tnh v mc hi lng v tm l mua hng:
-

Kim nh Levene
Gi tr P_value trong kim nh Levene = 0.515 > 0.05 chp nh n gi thuyt
H0 mc ngh a 5%. Phng sai hai tng th ng nht.

Kim nh T-test
H0: Nhng p vin c gii tnh khc nhau c mc hi lng v tm l l
nh nhau.
H1: Nhng p vin c gii tnh khc nhau c mc hi lng v tm l l
khc nhau.
Gi tr P_value ca kim nh t = 0.283 > 0.05 chp nh n gi thuyt H0. V y
nhng p vin c gii tnh khc nhau c mc hi lng v t m l l nh
nhau

3.6.3 Kim nh T gii tnh v mc hi lng v c nhn:

-

Kim nh Levene
Gi tr P_value trong kim nh Levene = 0.291 > 0.05 chp nh n gi thuyt
H0 mc ngh a 5%. Phng sai hai tng th ng nht.

Kim nh T-test
H0: Nhng p vin c gii tnh khc nhau th c mc hi lng v c nhn
l nh nhau.
H1: Nhng p vin c gii tnh khc nhau th c mc hi lng v c nhn
l khc nhau.
Gi tr P_value ca kim nh t = 0.260 > 0.05 chp nh n gi thuyt H0
mc ngh a 5%. V y nhng p vin c gii tnh khc nhau c mc hi
lng v c nh n l nh nhau.

3.6.4 Kim nh T gii tnh v mc hi lng v x hi:

-

Kim nh Levene
Gi tr P_value trong kim nh Levene 0.125 = > 0.05 chp nh n gi thuyt
H0 mc ngh a 5%. Phng sai hai tng th ng nht.
56

Kim nh T-test
H0: Nhng p vin c gii tnh khc nhau th c mc hi lng v x hi
l nh nhau.
H1: Nhng p vin c gii tnh khc nhau th c mc hi lng v x hi
l khc nhau.
Gi tr P_value ca kim nh t = 0.226 > 0.05 chp nh n gi thuyt H0
mc ngh a 5%. V y nhng p vin c gii tnh khc nhau c mc hi
lng v x hi l nh nhau.

3.6.5 Kim nh T gii tnh v mc hi lng v tc gi:

-

Kim nh Levene
Gi tr P_value trong kim nh Levene 0.666 = > 0.05 chp nh n gi thuyt
H0 mc ngh a 5%. Phng sai hai tng th ng nht.

Kim nh T-test
H0: Nhng p vin c gii tnh khc nhau th cso mc hi lng v tc gi
l nh nhau.
H1: Nhng p vin c gii tnh khc nhau th c mc hi lng v tc gi
l khc nhau.
Gi tr P_value ca kim nh t = 0.860 > 0.05 chp nh n gi thuyt H0
mc ngh a 5%. V y nhng p vin c gii tnh khc nhau c mc hi
lng v tc gi l nh nhau.

3.6.6 Kim nh T gii tnh v mc hi lng v sch v trng by sch:

-

Kim nh Levene
Gi tr P_value trong kim nh Levene = 0.932 > 0.05 chp nh n gi thuyt
H0 mc ngh a 5%. Phng sai hai tng th ng nht.

Kim nh T-test
H0: Nhng p vin c gii tnh khc nhau th c mc hi lng v sch v
trng by sch l nh nhau.
H1: Nhng p vin c gii tnh khc nhau th c mc hi lng v sch v
trng by sch l khc nhau.

57

Gi tr P_value ca kim nh t = 0.715 > 0.05 chp nh n gi thuyt H0

mc ngh a 5%. V y nhng p vin c gii tnh khc nhau c mc hi
lng v sch v trng by sch l nh nhau.

58

CHNG 4: GII PHP

Qua iu tra nghin cu nhm xin xut mt s gii php sau:
-

a d ng ho s ta sch. a ra bng xp h ng cc ta sch bn ch y

ta sch mi
-

Nhng quyn cc tc phm ca cc tc gi ni ting trn th gii.

Truyn thng, xy dng hnh nh cc tc gi ni ting

-

Truyn thng, t o hiu ng x hi v cc quyn sch.

Nng cao hiu bit v sch ca nh n vin c th t vn hiu qu

cho khch hng v vic la chn sch.

-

Cn trnh by ngn n p, theo h thng khch hng c th d dng

la chn sch m khng mt nhiu thi gian. Khng gian trng by sch
thong t o s thoi mi cho khch hng trong lc la chn.
-

Cn ch trng ni dung ph hp th hiu tiu dng ( cn xc tch,

ng n gn, ngn t d hiu nhng vn y ni dung truyn t,

) v trnh

by, trang tr hn sch nng cao n tng ca khch hng. Bn c nh

nng cao cht lng bn in sch. In nhng bn in nh, gi thp phc v
nhng i tng khch hng c thu nh p thp.
-

Nn a ra nhng chng trnh khuyn m i, ch nh sch u i nh

k.

59

TI LIU THAM KHO

(1) Nguy n Th Ngc Hng (2012), ti c nhn: ti c nh n Ph n t ch
hnh vi khch hng i vi th trng sch t i qu n Ninh Kiu Cn Th;
H Cn Th.
(2) V Ngc Phng (2011 ) ti th c s : Phn tch hnh vi ca khch hng mua
sch t i thnh ph Cn Th; i hc Cn Th.
(3) Nguy n Ph Tm (2010). Lu n vn Th c s , Ph n t ch cc yu t nh hng
n hnh vi ngi tiu dng my tnh xch tay t i Cn Th.
(4) Ying-Ping Liang ( 2012), The Relationship between Consumer Product
Involvement, Product Knowledge and Impulsive Buying Behavior , International
Conference on Asia Pacific Business Innovation and Technology Management
(5) Iuliana Cetin, Maria-Cristiana Munthiu,, Violeta Rdulescu ( 2012)
Psychological and socialfactors that influence online consumer behavior,
WCBEM 2012
(6) Judith A. Chevalier, Dina Mayzlin ( 2003); THE EFFECT OF WORD OF
MOUTH ON SALES: ONLINE BOOK REVIEWS; Working Paper 10148,
http://www.nber.org/papers/w10148; NATIONAL BUREAU OF ECONOMIC
RESEARCH.
(7) Philips Kotler, (1998); Marketing Cn

n ( Marketing Esentials); NXB

Thng K

60

PH LC
PH LC 1 BNG CU HI

BNG CU HI
PHN TCH HNH VI TIU DNG SCH TM L V
K NNG SNG CA SINH VIN TRNG I HC
CN TH

PHN GII THIU

Xin cho Anh (Ch) v cc bn, ti tn l .. hin ang thc
hin ti PHN TCH HNH VI TIU DNG SCH TM L V K NNG SNG
CA SINH VIN TRNG I HC CN TH. Rt mong Anh (Ch) vui lng dnh
khong 20 pht gip ti hon thnh cc cu hi c lin quan di y, nhm
chng ti c th thun li hn trong qu trnh thc hin ti nghin cu, v hy
yn tm rng kin ca Anh (Ch) c gi b mt tuyt i. Nhm chng ti chn
thnh cm n s gip ca Anh (Ch).

I.
PHN SNG LC
1. Xin vui lng cho bit Anh ( Ch ) phi l sinh vin trng i hc Cn Th
khng?
1.
Phi ( tip tc)
2.
Khc ( ngng )
2. Trong 3 thng gn y Anh (Ch ) c mua v s dng cc loi sch th loi tm
l v k nng sng ( cc ta sch tiu biu: Ti ti gii bn cng th, c nhn
tm, ) khng?
1. C
(Tip tc)
2. Khng (Ngng, xin li, anh ch khng phi l i tng ca Nghin cu
ny. Chn thnh cm n v hn gp li anh (ch) nghin cu sau.)
II. PHN THNG TIN C NHN
Xin Anh (Ch) vui lng cho bit thm mt s thng tin c nhn:
Cu 1: Xin vui lng cho bit hin ti Anh ( Ch ) l sinh vin kho my?
61

1. Kha 36
2. Kha 37
3. Kha 38
4. Kha 39
5. Khc
Cu 3: Hin ti Anh ( Ch ) ang hc khoa no?
1. Khoa Cng ngh
2. Khoa CNTT & Truyn thng
3. Khoa Khoa hc Chnh tr
4. Khoa Khoa hc T nhin
5. Khoa Khoa hc X hi & Nhn vn
6. Khoa Kinh t & Qun tr Kinh doanh
7. Khoa Lut
8. Khoa MT & TNTN
9. Khoa Nng nghip & Sinh hc ng dng
10. Khoa S phm
11. Khoa Thy sn
12. B mn Gio dc Th cht
13. Vin NCPT BSCL
14. Vin NC & Pht trin CNSH
Cu 4: Mc chi tiu trung bnh mi thng ca Anh ( Ch )
khong.. Triu ng
II.
PHN NI DUNG CHNH
Cu 5: Anh ( Ch ) thng mua sch tm l v k nng sng vo dp no?
(MA)
1. Mua nh kz
2. Mua tnh c
3. Mua khi c sch mi
4. Mua khi c sch c nhiu ngi nhc n
5. Khc:.
Cu 6: Anh ( Ch ) thng mua sch u nht? (SA)
1. Nh sch
2. Siu th
3. Nh sch c
4. Online
5. Hi ch sch
6. Khc:
Cu 7: Vi s la chn nh cu 6 mang n s tin li g cho anh ( ch )?
(MA)
1. S thun tin trong mua sm
62

2. C nhiu u sch
3. C chit khu cao
4. Nhn vin phc v tt
5. Khng gian thch hp
6. Khc:
Cu 8. Mi ln mua sch Anh (Ch) thng chi khong bao nhiu? (SA)
1.

< 100.000 ng

2.

T 100.000 200.000 ng

3.

T 200.000 ng 300.000 ng

4.

> 300.000 ng

Cu 9: Ngun thng tin gip Anh ( Ch ) la chn sch l g? (MA)

1. S gii thiu ca bn b, ngi thn
2. T bn thn tm kim thng tin
3. La chn mt cch tnh c
4. Theo tro lu
5. Khc ( vui lng ghi r).
Cu 10: i tng nh hng nhiu nht n quyt nh la chn loi sch
ca Anh (Ch): (SA)
1. Ngi thn
2. Bn b
3. Bn thn
4. Thy c
5. Truyn thng
6. Khc:
Cu 11: Anh ( Ch ) c kh khn g trong vic la chn sch khng? ( SA)
1. C
2. Khng
Nu c th Anh ( Ch ) gp kh khn g? (MA)
1. Ni mua
2. S a dng v chng loi
3. Qa nhiu tc gi
4. Cht lng sch
5. Khc
Cu 12: Xin cho bit anh ( ch) ang s hu khong bao nhiu quyn sch
thuc th loi Tm l K nng sng: .

63

Cu 13: Anh (ch) dnh khong bao nhiu thi gian trong ngy cho vic c
sch: (SA)
1. Di 1h
2. T 1h-3h
3. T 3h-5h
4. Trn 5h
Cu 14: Anh (ch) c thch qu tng l sch khng:
1. C
2. Khng
Cu 15: Gia nh anh (ch) c thi quen c sch, bo hay khng?
1. C
2. Khng
Cu 16: Trong cc n v xut bn sch sau y, anh (ch) cho bit anh ch
nhn bit nhng n v no: (MA)
1. Alphabooks
2. Bch Vit
3. ng A
4. First News
5. Nh Nam
6. NXB Kim ng
7. NXB Ph N
8. NXB Tr
9. Qung vn
10. TGM Books
11. Thi H
12. Vn vit
13. Khc: .
Cu 17: Anh ( ch) k vng iu g nht khi mua mt quyn sch Tm l K
nng sng: ( SA)
1. Tng thm kin thc, tm kim thng tin
2. Gii tr
3. p dng cc bi hc t quyn sch vo thc t cuc sng
4. Khm ph, thay i bn thn
5. Khc:
Cu 18: iu g gy n tng cho anh (ch) v mt cun sch: (MA)
1. Trnh by ba, hnh nh
2. Thng tin ghi trn ba trc, ba sau, ba ph
3. Thng tin t li ni u
64

4. Cc thc trnh by ca quyn sch ( hnh nh, c ch, phng ch, b

cc)
5. Cht liu giy, ba
6. c s qua quyn sch v tm thy nhiu thng tin th v
Cu 19. Xin anh (ch) vui lng c k cc pht biu di y. Sau mi pht
biu hy chn mc ng ca anh ( chi) bng cch la chn cc mc
nh sau:
1. Rt khng ng 2. Khng ng
5. Rt ng

3. Trung bnh

Cc tiu ch

4.

ng

Sn phm sch
Ti thch mua sch ca tc gi l ngi chuyn
vit sch tm l k nng sng

Ti thch mua sch ca tc gi l ngi am hiu v

lnh vc tm l k nng sng

Ti thch mua sch ca NXB ni ting, c uy tn

Ti thch mua sch c cht lng bn in tt

Ti thch mua sch c kch thc ph hp vi nhu

cu

Ti thch mua sch c ni dung ph hp vi ti

Ngnh hc khc nhau th cch la chn sch cng

khc nhau

Hon cnh kinh t khc nhau th cch la chn

sch cng khc nhau

Phong cch sng khc nhau th cch la chn sch

cng khc nhau

Tnh cch khc nhau th cch la chn sch cng

khc nhau

Yu t c nhn

S thch khc nhau th cch la chn sch cng

65

khc nhau
Yu t tm l
Ti ch mua sch khi c nhu cu

Ti cho rng nn mua sch cc nh sch ln

Ti mua sch theo cm nhn v cun sch

Tnh cch c nhn ti c nh hng ln n quyt

nh mua sch

Cc hiu bit v th loi sch nh hng n

quyt nh mua sch ca ti

Nhn thc v gi c sch nh hng n quyt

nh mua sch ca ti

Nhn vin bn hng

NVBH vui v, tn tnh tc ng n quyt nh
mua sch ca ti

Ti thch c NVBH am hiu v sch

NVBH t vn gip ti d dng chn sch hn

a im nh sch thun tin, d tm nh hng

ti vic mua sch ca ti

Ti thch cch trng by ngn np, d tm

Ti thc khng gian rng, thong mt

S thun tin

Yu t vn ha
Theo ti, tn gio, phong tc tp qun nh hng
n quyt nh mua sch
Yu t x hi
Nhm tham kho ( bn b, ngi thn) nh
hng ti quyt nh mua sch ca ti

66

Gia nh nh hng ti quyt nh mua sch ca

ti

Quy lut v tnh hnh x hi nh hng ti quyt

nh mua sch ca ti

Thng tin truyn ming nh hng ti quyt nh

mua sch ca ti

Ti s gii thiu ngi thn mua sch TL v KNS

Ti tho mn khi mua sch TL v KNS

Ti thch mua sch TL v KNS

Quyt nh mua sch

Ti s mua sch Tm l v K nng sng trong
tng lai

Cu 21: Anh ( Ch ) c nh mua sch th loi trn trong thi gian ti

khng
1. C
2. Khng
Cu 22: S sch m anh (ch) d nh mua trong 3 thng ti:
Cu 23: Yu cu, kin ca anh (ch) v vic kinh doanh sch Tm l- K
nng sng trong trng lai :

.........................................................................................
.....................................................................................................

Xin anh ch vui lng cho bit thng tin v anh (ch):
H tn:.. Gii tnh:
67

ST: a ch:..
MSSV:.. Lp:.
Trong thi gian ti c th c ngi thuc b phn QC in thoi hoc n gp
anh ( ch) kim tra v bui phng vn ny, xin anh(ch) vui lng xc nhn
cc thng tin v bui phng vn.
XIN CHN THNH CM N S HP TC CA ANH
PH LC 2 KT QU PHN TCH TN S
Gii t nh
Gioi tinh
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Nam

63

53.8

53.8

53.8

Nu

54

46.2

46.2

100.0

117

100.0

100.0

Total

Kha hc
Khoa
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

khoa 36

38

32.5

32.5

32.5

khoa 37

51

43.6

43.6

76.1

khoa 38

13

11.1

11.1

87.2

khoa 39

7.7

7.7

94.9

Khac

5.1

5.1

100.0

Total

117

100.0

100.0

Khoa
Khoa dang theo hoc thuoc linh vuc
Cumulative
Frequency
Valid

Khoa CN
Khoa CNTT

Percent

Valid Percent

Percent

23

19.7

19.7

19.7

3.4

3.4

23.1

68

KHCT

2.6

2.6

25.6

Khoa KHTN

.9

.9

26.5

KH XH-NV

12

10.3

10.3

36.8

Kinh te

43

36.8

36.8

73.5

Luat

11

9.4

9.4

82.9

MT va TNTN

2.6

2.6

85.5

NN va SHUD

6.8

6.8

92.3

Su pham

2.6

2.6

94.9

Thuy san

4.3

4.3

99.1

BM GDTC

.9

.9

100.0

117

100.0

100.0

Total

Mua khi no?

$thoigianmua Frequencies
Responses
N
thoi gian mua

Percent

Percent of Cases

TTNN DHCT

12

7.8%

10.4%

64

41.6%

55.7%

18

11.7%

15.7%

51

33.1%

44.3%

5.8%

7.8%

154

100.0%

133.9%

Total
a. Group

a im
Noi hay mua nhat
Cumulative
Frequency
Valid

Nha sach

Percent

Valid Percent

Percent

50

42.7

42.7

42.7

Sieu thi

7.7

7.7

50.4

Nha sach cu

7.7

7.7

58.1

Online

2.6

2.6

60.7

Hoi cho sach

4.3

4.3

65.0

69

6
Total

41

35.0

35.0

117

100.0

100.0

100.0

S tin chi cho mi ln mua

So tien chi cho moi lan mua sach
Cumulative
Frequency
Valid

Valid Percent

Percent

< 100000 dong

51

43.6

44.0

44.0

100000 - 200000 dong

25

21.4

21.6

65.5

200000 - 300000 dong

.9

.9

66.4

39

33.3

33.6

100.0

116

99.1

100.0

.9

117

100.0

8
Total
Missing

Percent

System

Total

S gi c sch mi ngy
So gio anh chi danh cho viec doc sach trong ngay
Cumulative
Frequency
Valid

Valid Percent

Percent

Duoi 1 gio

53

45.3

45.7

45.7

Tu 1 den 3 gio

24

20.5

20.7

66.4

Tu 3 den 5 gio

39

33.3

33.6

100.0

116

99.1

100.0

.9

117

100.0

Total
Missing

Percent

System

Total

K vng khi mua sch

Ky vong khi mua sach
Cumulative
Frequency
Valid

Them kien thuc

Giai tri
Ap dung

Percent

Valid Percent

Percent

27

23.1

23.1

23.1

4.3

4.3

27.4

32

27.4

27.4

54.7

70

Thay oi ban than

13

11.1

11.1

65.8

40

34.2

34.2

100.0

117

100.0

100.0

Total

Ngun thng tin

$nguonthongtin Frequencies
Responses
N
thong tin

Percent

Percent of Cases

Co

63

32.6%

54.3%

68

35.2%

58.6%

48

24.9%

41.4%

14

7.3%

12.1%

193

100.0%

166.4%

Total
a. Group

Kh khn trong vic la chn sch

$khokhan Frequencies
Responses
N
kho khan

Percent

Percent of Cases

Co

14

9.3%

15.1%

53

35.1%

57.0%

43

28.5%

46.2%

36

23.8%

38.7%

3.3%

5.4%

151

100.0%

162.4%

Total
a. Group

n v sch bit n
$donvisach Frequencies
Responses
N
don vi sach

Percent

Percent of Cases

Co

51

12.0%

43.6%

39

9.2%

33.3%

71

13

3.1%

11.1%

29

6.8%

24.8%

15

3.5%

12.8%

99

23.3%

84.6%

62

14.6%

53.0%

96

22.6%

82.1%

12

2.8%

10.3%

10

.5%

1.7%

11

1.4%

5.1%

13

.2%

.9%

425

100.0%

363.2%

Total
a. Group

n tng 1 quyn sch

$antuongvesach Frequencies
Responses
N
an tuong

Percent

Percent of Cases

co

53

21.9%

45.3%

34

14.0%

29.1%

47

19.4%

40.2%

30

12.4%

25.6%

14

5.8%

12.0%

64

26.4%

54.7%

242

100.0%

206.8%

Total
a. Group

PH LC 3 - KT QU PHN TCH CRONBACHS ALPHA

Ln 1:
Reliability Statistics
Cronbach's
Alpha Based on
Cronbach's

Standardized

Alpha

Items
.867

N of Items
.871

27

72

Item-Total Statistics
Squared

Cronbach's

Scale Mean if

Scale Variance

Corrected Item-

Multiple

Alpha if Item

Item Deleted

if Item Deleted

Total Correlation

Correlation

Deleted

Tac gia chuyen viet sach

94.9573

137.748

.604

.712

.857

Tac gia am hieu

94.8889

141.324

.498

.669

.861

NXB uy tin

94.7521

142.378

.392

.635

.863

CL tot

95.0769

140.710

.486

.590

.861

Kich thuoc phu hop

95.4786

141.252

.411

.427

.863

Noi dung phu hop

94.5214

145.717

.274

.446

.866

Nganh hoc

95.1538

138.045

.469

.565

.861

Hoan canh kinh te

94.9487

140.153

.413

.513

.862

Phong cach song

94.7265

139.269

.480

.610

.861

Tinh cach

94.8547

138.780

.593

.714

.858

So thich

94.7607

141.477

.483

.632

.861

Mua theo nhu cau

95.3333

139.155

.492

.544

.860

Nha sach lon

95.8034

143.383

.280

.628

.866

Cam nhan

95.2137

143.187

.399

.421

.863

HIeu biet

95.1966

143.246

.391

.509

.863

Nhan thuc

95.2650

140.834

.439

.531

.862

NVBH vui ve

95.6154

136.980

.493

.648

.860

NVBH am hieu

95.1795

139.166

.419

.675

.862

NVBH tu van

95.2564

138.244

.443

.711

.862

Dia diem thuan tien

95.2051

136.889

.574

.639

.858

Cach trung bay

94.7949

142.268

.426

.689

.862

KG rong

95.0085

141.578

.423

.683

.862

Ton giao - van hoa

95.5726

143.471

.222

.559

.870

Nhom tham khao

95.4530

141.181

.422

.608

.862

Gia dinh

95.8889

144.686

.234

.565

.868

Xa hoi

95.8632

148.171

.096

.534

.871

Tuyen mieng

95.6752

142.756

.388

.443

.863

Ln 2:
Reliability Statistics
Cronbach's
Alpha Based on
Cronbach's

Standardized

Alpha

Items
.878

N of Items
.880

22

Item-Total Statistics

73

Squared

Cronbach's

Scale Mean if

Scale Variance

Corrected Item-

Multiple

Alpha if Item

Item Deleted

if Item Deleted

Total Correlation

Correlation

Deleted

Tac gia chuyen viet sach

78.2906

109.518

.638

.701

.868

Tac gia am hieu

78.2222

112.812

.529

.651

.872

NXB uy tin

78.0855

114.182

.396

.600

.875

CL tot

78.4103

112.382

.507

.573

.872

Kich thuoc phu hop

78.8120

112.585

.444

.378

.874

Nganh hoc

78.4872

111.459

.419

.454

.875

Hoan canh kinh te

78.2821

112.928

.380

.491

.876

Phong cach song

78.0598

112.695

.419

.539

.875

Tinh cach

78.1880

111.620

.560

.685

.871

So thich

78.0940

113.586

.475

.610

.873

Mua theo nhu cau

78.6667

111.241

.498

.490

.872

Cam nhan

78.5470

115.009

.397

.403

.875

HIeu biet

78.5299

114.906

.399

.471

.875

Nhan thuc

78.5983

112.518

.457

.507

.874

NVBH vui ve

78.9487

107.549

.574

.577

.870

NVBH am hieu

78.5128

109.890

.483

.651

.873

NVBH tu van

78.5897

109.054

.507

.704

.872

Dia diem thuan tien

78.5385

108.716

.605

.606

.869

Cach trung bay

78.1282

114.044

.433

.644

.874

KG rong

78.3419

112.572

.475

.654

.873

Nhom tham khao

78.7863

114.532

.352

.448

.877

Tuyen mieng

79.0085

115.733

.325

.381

.877

Thang o quyt nh mua sch

Reliability Statistics
Cronbach's
Alpha Based on
Cronbach's

Standardized

Alpha

Items
.874

N of Items
.874

Item Statistics
Mean

Std. Deviation

Se mua trong tuong lai

3.8291

.63369

117

Gioi thieu

3.7778

.58885

117

Thoa man

3.8291

.63369

117

74

Thich mua

3.7863

.58471

117

PH LC 4 - KT QU PHN TCH NHN T

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

.785

Approx. Chi-Square

1198.692

df

231

Sig.

.000

Rotated Component Matrix

Component
1

NVBH tu van

.792

.088

-.057

.049

-.055

.329

NVBH am hieu

.764

-.023

.086

-.107

.045

.351

NVBH vui ve

.759

.183

.000

.172

.082

.035

Dia diem thuan tien

.659

.431

-.027

.032

.251

.006

HIeu biet

.643

-.223

.329

.020

.050

.028

Mua theo nhu cau

.628

.126

.144

.244

.180

-.298

Cach trung bay

-.022

.779

.288

.001

.151

-.009

NXB uy tin

-.015

.750

.034

.364

-.091

.165

CL tot

.186

.715

.150

.190

-.010

.084

KG rong

.469

.639

.096

-.281

.079

-.028

Tinh cach

.174

.110

.832

.084

.153

.166

So thich

.117

.103

.809

-.041

.148

.189

-.104

.291

.682

.286

.130

-.027

Cam nhan

.189

.227

.471

.280

.158

-.417

Nganh hoc

.199

.052

.013

.737

.164

.206

Hoan canh kinh te

-.087

.176

.297

.686

.232

.004

Kich thuoc phu hop

.444

.236

.105

.444

-.302

.131

-.075

.097

.203

.238

.737

.145

Tuyen mieng

.140

-.040

.140

.163

.659

.023

Nhan thuc

.466

.139

.153

-.233

.613

.012

Tac gia am hieu

.245

.122

.238

.225

.178

.743

Tac gia chuyen viet sach

.315

.267

.266

.310

.124

.628

Phong cach song

Nhom tham khao

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 8 iterations.

PH LC 5 PHN TCH HI QUY

75

Ma tr n tng quan:
Correlations
HIEUBIETVATR
AINGHIEM
HIEUBIETVATRAINGHIEM

Pearson Correlation

TAMLY
1

Sig. (2-tailed)
N
TAMLY

117

Pearson Correlation

CANHAN

XAHOI

.261

Sig. (2-tailed)

.004

117
*

.363

**

.004

.023

.000

117

117

117

**

.392

.436

**

.000

.000

117

117

117

**

.023

.000

117

117

117

117

**

**

**

.363

.392

.436

.001

.295

Sig. (2-tailed)

.000

.000

.001

117

117

117

**

**

**

.460

.391

.295

**

Sig. (2-tailed)

.405

117
.328

**

Sig. (2-tailed)

.000

.000

.000

.000

117

117

117

117

**

**

**

Pearson Correlation

MUATONGHOP

.211

.211

Pearson Correlation

SACH

.261

XAHOI
*

Pearson Correlation

Pearson Correlation

TACGIA

**

CANHAN
**

.361

.427

.269

.233

Sig. (2-tailed)

.000

.000

.003

.012

117

117

117

117

**

**

**

Pearson Correlation

.552

.658

.576

.507

**

Sig. (2-tailed)

.000

.000

.000

.000

117

117

117

117

Kt qu phn tch hi quy

Variables Entered/Removed

Model
1

Variables

Variables

Entered

Removed

Method

SACH, XAHOI,
CANHAN,
HIEUBIETVATR
AINGHIEM,

. Enter

TACGIA,
b

TAMLY

a. Dependent Variable: MUATONGHOP

b. All requested variables entered.

76

Model Summary

Model

.853

Adjusted R

Std. Error of the

Square

Estimate

R Square
a

.727

.712

Durbin-Watson

.27909

1.923

a. Predictors: (Constant), SACH, XAHOI, CANHAN, HIEUBIETVATRAINGHIEM, TACGIA,

TAMLY
b. Dependent Variable: MUATONGHOP

ANOVA
Model
1

Sum of Squares
Regression

Mean Square

22.821

3.803

8.568

110

.078

31.389

116

Residual
Total

df

Sig.

48.830

.000

a. Dependent Variable: MUATONGHOP

b. Predictors: (Constant), SACH, XAHOI, CANHAN, HIEUBIETVATRAINGHIEM, TACGIA, TAMLY

Coefficients

Standardized
Unstandardized Coefficients
Model
1

Std. Error

(Constant)

.513

.201

HIEUBIETVATRAINGHIEM

.164

.040

TAMLY

.244

CANHAN

Coefficients
Beta

Sig.

2.547

.012

.244

4.118

.000

.048

.313

5.038

.000

.147

.032

.262

4.583

.000

XAHOI

.089

.045

.116

1.995

.049

TACGIA

.102

.040

.157

2.526

.013

SACH

.121

.045

.156

2.668

.009

Coefficients

Collinearity Statistics
Model
1

Tolerance

VIF

(Constant)
HIEUBIETVATRAINGHIEM

.704

1.420

TAMLY

.642

1.558

CANHAN

.761

1.313

77

XAHOI

.729

1.372

TACGIA

.642

1.557

SACH

.730

1.370

a. Dependent Variable: MUATONGHOP

Collinearity Diagnostics

Variance Proportions
HIEUBIETVATR
Model

Dimension

Eigenvalue

Condition Index

(Constant)

AINGHIEM

6.856

1.000

.00

.00

.00

.00

.042

12.842

.00

.20

.00

.70

.030

15.164

.03

.29

.08

.09

.026

16.157

.04

.10

.03

.05

.020

18.397

.01

.29

.01

.15

.013

22.727

.08

.11

.88

.01

.013

23.056

.84

.00

.01

.00

Collinearity Diagnostics

TAMLY

CANHAN

Variance Proportions
Model

Dimension

XAHOI

TACGIA

SACH

.00

.00

.00

.01

.00

.01

.27

.16

.00

.45

.00

.27

.02

.82

.05

.16

.02

.20

.09

.00

.46

a. Dependent Variable: MUATONGHOP

Residuals Statistics
Minimum
Predicted Value

Maximum

Mean

Std. Deviation

1.7477

4.5924

3.8056

.44354

117

-.82350

.87582

.00000

.27178

117

Std. Predicted Value

-4.640

1.774

.000

1.000

117

Std. Residual

-2.951

3.138

.000

.974

117

Residual

a. Dependent Variable: MUATONGHOP

78

PH LC 7 KT QU KIM NH

Hiu bit v tri nghim

Group Statistics
GIOITINH

HIEUBIETVATRAINGHIEM NAM
NU

Mean

Std. Deviation

Std. Error Mean

63

3.5767

.77473

.09761

54

3.5525

.78563

.10691

Independent Samples Test

Levene's Test for Equality of
Variances

t-test for Equality of Means

95% Confidence Interval of
Std. Error

F
HIEUBIETVATRAINGHIEM

Equal variances assumed

Equal variances not assumed

Sig.
.338

t
.562

df

Sig. (2-tailed) Mean Difference

Difference

the Difference
Lower

Upper

.168

115

.867

.02425

.14461

-.26219

.31069

.168

111.785

.867

.02425

.14477

-.26259

.31109

Tm l
Group Statistics

79

GIOITI
NH
TAMLY

Mean

Std. Deviation

Std. Error Mean

NAM

63

3.9127

.64000

.08063

NU

54

4.0463

.69884

.09510

Independent Samples Test

Levene's Test for Equality
of Variances

t-test for Equality of Means

Std. Error

95% Confidence Interval of the Difference

Differenc
F
TAM Equal variances assumed
LY

Sig.
.427

t
.515

Equal variances not assumed

df

Sig. (2-tailed)

Mean Difference

115

.283

-.13360

.12384

-.37889

.11170

-1.072

108.610

.286

-.13360

.12468

-.38072

.11353

Group Statistics
GIOITI

CANHAN

Mean

Upper

-1.079

C nhn

NH

Lower

Std. Deviation

Std. Error Mean

NAM

63

3.7222

.97044

.12226

NU

54

3.9167

.87281

.11877

80

Independent Samples Test

Levene's Test for Equality of
Variances

t-test for Equality of Means

Std. Error

F
CANHA Equal variances assumed
N

Sig.

1.126

t
.291

Equal variances not assumed

df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Difference

Lower

Upper

-1.131

115

.260

-.19444

.17186

-.53487

.14598

-1.141

114.719

.256

-.19444

.17046

-.53210

.14321

X hi
Group Statistics
GIOITI
NH
XAHOI

Mean

Std. Deviation

Std. Error Mean

NAM

63

3.3280

.65717

.08280

NU

54

3.4815

.70538

.09599

Independent Samples Test

Levene's Test for Equality of Variances

t-test for Equality of Means

95% Confidence Interval of the
Std. Error

Sig.

df

Sig. (2-tailed)

Mean Difference

81

Difference

Difference
Lower

Upper

XA Equal variances assumed

HO
I

2.386

.125

Equal variances not

assumed

-1.217

115

.226

-.15344

.12607

-.40316

.09628

-1.210

109.424

.229

-.15344

.12676

-.40467

.09779

Tc gi
Group Statistics
GIOITI
NH
TACGIA

Mean

Std. Deviation

Std. Error Mean

NAM

63

3.9524

.77102

.09714

NU

54

3.9259

.84344

.11478

Independent Samples Test

Levene's Test for Equality of
Variances

t-test for Equality of Means

95% Confidence Interval of the
Difference

F
TACGIA

Equal variances assumed

Equal variances not assumed

Sig.
.188

t
.666

df

Sig. (2-tailed)

Mean Difference Std. Error Difference

Lower

Upper

.177

115

.860

.02646

.14932

-.26933

.32224

.176

108.522

.861

.02646

.15037

-.27158

.32449

Sch v trng by sch

82

Group Statistics
GIOITI
NH
SACH

Mean

Std. Deviation

Std. Error Mean

NAM

63

3.9762

.66858

.08423

NU

54

3.9306

.67889

.09238

Independent Samples Test

Levene's Test for Equality of
Variances

t-test for Equality of Means

95% Confidence Interval of the
Std. Error

F
SAC Equal variances assumed
H

Equal variances not assumed

Sig.
.007

t
.932

df

Sig. (2-tailed)

Mean Difference

Difference

Difference
Lower

Upper

.365

115

.715

.04563

.12487

-.20171

.29298

.365

111.737

.716

.04563

.12502

-.20208

.29335

83

84

85