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

H v tn hc vin: Hong Quc Cng Ngy, thng, nm sinh: 01/01/1979 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: 4- NGY HON THNH NHIM V: 5- H V TN CN B HNG DN: 02/02/2010 30/06/2010 TS. Nguyn Thy Qunh Loan Gii tnh: Nam Ni sinh: Cn Th
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
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 1.2 1.3 1.4 1.5 2.1 2.2 2.3 2.4 2.5 3.1 3.2 3.3 3.4 3.5 4.1 4.2 Tnh cp thit ca ti: .............................................................................. 1 Mc tiu nghin cu .................................................................................... 2 Phm vi nghin cu...................................................................................... 2 Gii hn ti.............................................................................................. 3 B cc ca lun vn ..................................................................................... 3 Tng quan .................................................................................................... 5 Cc m hnh l thuyt lin quan .................................................................. 9 Cc nghin cu thc hin trc y .......................................................... 13 M hnh nghin cu xut ...................................................................... 22 Tm tt chng 2 ....................................................................................... 27 PHNG PHP NGHIN CU ...................................................... 28 Thit k nghin cu.................................................................................... 28 Xy dng thang o s b ........................................................................... 28 Nghin cu nh tnh.................................................................................. 33 Nghin cu nh lng .............................................................................. 39 Tm tt chng 3 ....................................................................................... 44 KT QU NGHIN CU................................................................. 45 c im mu kho st .............................................................................. 45 nh gi tin cy thang o ..................................................................... 48
Chng 2 C S L THUYT V M HNH NGHIN CU ............................. 5
Chng 3.
Chng 4.
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 B2C E-CAM EFA IDT MPCU P PRT TAM TP. HCM TPB TRA UTAUT
: Business to business : Business to Consumers / Business to Customers : E-Commerce Acceptance Model : Exploratory Factor Analysis : Information Diffusion Theory : Model of Personal Computer Utilization : Mc ngha : Theory of Perceived Risk : Technology Acceptance Model : Thnh ph H Ch Minh : Theory of Planned Action : Theory of Reasoned Action : Unified Technology Acceptance and Use Technology
MHTQM : Mua hng in t qua mng
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
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 Xc nh cc yu t tc ng n nh s dng ca ngi s dng MHTQM. 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
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.
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.
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.
- 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 c u T l ngi 86% tng mua hng qua mng Chu u 93% Bc M 92% Chu -Thi M Bnh Dng 84% Latin 79% ng u,Trung ng Chu Phi 67%
(Ngun: bo co mua hng trc tuyn ton cu 2008 ca Nielsen)
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.
50% 40% 30%
20% 41% 34% 36% 24% 22% 24% 21%
23% 17% 19%18% 19% 10% 16%16% 16% 14%
Nm 2008
Nm 2005
20% 10% 0%
h S c e am y m V ba y
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,
Vi de
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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).
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
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
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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 ri ro lin quan n giao dch trc tuyn
M hnh TAM hiu chnh
Nhn thc s hu ch
Hnh vi mua Nhn thc tnh d s dng
Nhn thc ri ro lin quan n sn phm dch v
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).
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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
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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
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(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
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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.
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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
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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)
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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,
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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).
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- 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.
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Bng 2.3 Tng hp cc yu t nghin cu Yu t gi M t Cc tham kho Nhn thc v Gi c ca sn phm trn web so Hasslinger v cng s, 2007 vi gi cc ca hng l yu t Oded Lowengart v cng s cn quan tm ca ngi tiu 2001 dng qua mng. Nhn thc v Vic mua hng qua mng s Hasslinger v cng s, 2007 s thun tin mang li thun tin cho ngi tiu dng, h khng cn b gii hn v thi gian v a im khi mua sm. Nhn tnh dng d thc Kh nng tng tc gia cc Venkatesh v cng s, 2003 s trang web bn hng qua mng Davis v cc cng s, 1992 v ngi tiu dng, tnh cht d L Ngc c, 2008 dng thao tc khi thc hin tm Moon Ji Won v cng s, 2001 kim v giao dch. nh x hi thch th Suha A. v cng s, 2008 Dellaert v cng s, 2004 hng S gii thiu s dng ca bn Venkatesh v cng s, 2003 b, ngi than ng nghip. Suha A v cng s, 2008
Cm nhn s Cm gic ca ngi dng khi s Phm B Huy, 2004 dng dch v mua hng qua Moon Ji Won v cng s, 2001 mng. ro dng khi Dellaert v cng s, 2004
Nhn thc ri Cc ri ro pht sinh trong qu Phm B Huy, 2004 s trnh giao dch nh l mt khu, Davis v cc cng s, 1992 la o qua mng. Joongho Ahn v cc cng s, 2001
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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
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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-wideweb, 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 dng dch v MHTQM ca ngi tiu dng. 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
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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.
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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 1 2 Loi nghin cu S b Chnh thc Phng php nh tnh nh lng K thut Tho lun tay i 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.
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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
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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.
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(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.
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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.
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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:
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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:
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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 Price_01 Price_02 Price_03 Price_04 gi c ca hng S dng dch v MHTQM gip ti d dng so snh v gi. S dng dch v MHTQM c th gip ti tit kim c chi ph i li xem hng Cc khuyn mi trn cc trang web c dch v MHTQM gip ti tit kim tin bc Pht biu Ti thy gi c ca cc mn hng in t trn mng r hn so vi
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 Conve_05 Conve_06 Conve_07 Conve_08 ca ti Ti thy s dng dch v MHTQM gip ti tm thng tin v sn phm mt cch nhanh chng Ti thy s dng dch v MHTQM gip ti mua sn phm bt c ni no Ti thy s dng dch v MHTQM gip ti c th mua sm bt k lc no Pht biu Ti thy dch v MHTQM c ch trong vic tit kim thi gian
c) Thang o nhn thc tnh d s dng:
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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 PEasy_09 PEasy_10 PEasy_11 PEasy_12 kh n gin i vi ti. Ti d dng tm c sn phm m mnh cn khi s dng dch v MHTQM. Cc chc nng trong cc website MHTQM l r rng v d hiu. S dng dch v MHTQM gip ti d dng so snh thng s k thut gia cc sn phm. Pht biu Th tc ng k, mua sm v thanh ton ca dch v MHTQM
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 SoInf_13 SoInf_14 MHTQM. Bn b, ng nghip, khch hng ca ti s dng dch v MHTQM v h gii thiu cho ti s dng n. Pht biu Gia nh (ba m, anh ch em, h hng) ngh rng ti nn s dng
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SoInf_15 SoInf_16
T chc ni ti lm vic, hc tp v sinh hot cng ng ng h ti s dng dch v MHTQM. 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 Enjoy_17 Enjoy_18 Enjoy_19 Enjoy_20 Pht biu Ti c th vui truy cp vo cc website c dch v MHTQM. Ti thch vo cc website c dch v MHTQM tm cc mn hng him. Ti thch cch thit k, trnh by trn cc trang website c dch v MHTQM. 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
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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 PRisk_21 PRisk_22 PRisk_23 PRisk_24 c qung co. Ti lo rng thng tin c nhn ca ti s b tit l cho i tc th 3 m ti khng mong mun. Ti lo ngi rng v an ton ca vic thanh ton, ti s b mt ti khon, t dn n mt tin bc. Ti lo rng s dng MHTQM lm mt thi gian, tin bc ca h nhng khng em li hiu qu. Pht biu Ti e rng MHTQM khng c cc tnh nng v hiu qu nh
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 Inten_25 Inten_26 Inten_27 Inten_28 thi gian ti. Ti cho rng l mnh s s dng (hoc tip tc s dng) MHTQM trong thi gian ti. Ti s tm hiu s dng thnh tho MHTQM trong thi gian ti. Ti s gii thiu cho nhiu ngi cng s dng MHTQM. Pht biu Ti d nh s s dng (hoc tip tc s dng) MHTQM trong
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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 Cui cng m hnh Nghin cu cc yu t tc ng n nh s dng dch v
quan st. 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).
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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
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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
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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.
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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: 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 Kim tra gi nh v hin tng a cng tuyn thng qua gi tr ca dung sai nh gi ph hp ca m hnh hi quy a bin thng qua R2 v R2 hiu
s ca phn d chun ha; xem gi tr trung bnh bng 0 v lch chun bng 1. (Tolerance) hoc h s phng i phng sai VIF (Variance Inflation Factor). Nu
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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.
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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 S hnh In v pht bng cu hi trc tip ng trc tuyn trn 200 121 60.50% 116 500 lng T l hi S lng p 76.40% hp l 351
phn hi 382
website, gi tin nhn trn Skype, Yahoo Messenger mi kho st trc tuyn 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%).
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Bng 4.2 T l nhn bit cc trang web bn hng trc tuyn ph bin Tn trang bn hng trc tuyn ebay.vn chodientu.vn 123mua.com.vn 5giay.vn amazon.com megabuy.vn S lng 412 318 276 241 239 145 T l (%) 88.22% 68.09% 59.10% 51.61% 51.18% 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 Cha s dng Di 10 pht T 10-30 pht Trn 30 pht S lng 46 58 287 76 T l (%) 9.85% 12.42% 61.46% 16.27%
c) Tn sut truy cp vo MHTQM
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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 Cha s dng T 1-2 ln T 3-5 ln T 6-10 ln Trn 10 ln S lng 46 161 117 59 84 T l (%) 9.85% 34.48% 25.05% 12.63% 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 Di 3 nm T 3-5 nm T 5-7 nm Trn 7 nm S lng 1 86 182 198 T l (%) 0.21% 18.42% 38.97% 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%.
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Bng 4.6 Thng k mu theo gii tnh Gii tnh Nam N S lng 210 257 T l (%) 44.97% 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 T 22-24 tui T 25-27 tui T 28-30 tui T 31-40 tui Trn 40 tui S lng 27 208 85 126 21 T l (%) 5.78% 44.54% 18.20% 26.98% 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).
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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 3.52 3.94 3.57 3.49 0.920 0.892 0.832 0.868 Tng quan bin tng 0.681 0.542 0.662 0.620 Crombach Alpha nu bin b loi 0.731 0.799 0.743 0.761
Price_01
Mong i v gi
Price_02 Price_03 Price_04 Conve_05
H s Crombach Alpha ca yu t: 0.808 3.26 3.45 3.91 3.56 1.127 1.035 .843 1.027 0.531 0.718 0.478 0.638 0.762 0.654 0.778 0.699
Nhn thc s thun
Conve_06 Conve_07 Conve_08

tin
H s Crombach Alpha ca yu t: 0.781
Nhn thc tnh d s dng
PEasy_09 PEasy_10 PEasy_11 PEasy_12
3.14 2.82 3.21 3.15
1.025 1.098 1.244 1.185
0.594 0.587 0.531 0.610
0.715 0.716 0.748 0.703
H s Crombach Alpha ca yu t: .774 hng
SoInf_13 SoInf_14
3.16 3.10
1.224 1.170
0.720 0.714
0.745 0.748
nh
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SoInf_15 SoInf_16
3.47 3.33
1.081 1.100
0.594 0.574
0.803 0.812
H s Crombach Alpha ca yu t: 0.825 Cm nhn s thch th
Enjoy_17 Enjoy_18 Enjoy_19 Enjoy_20
3.79 3.71 3.71 3.54
.990 .926 1.030 1.090
0.735 0.743 0.793 0.614
0.823 0.821 0.797 0.875
PRisk_21
Nhn thc s ri ro
2.81 2.67 2.70 2.96

3.46 3.39 3.55 3.51
1.186 1.357 1.346 1.283

0.818 0.819 0.869 0.803
0.706 0.755 0.721 0.390

0.606 0.696 0.677 0.558
0.738 0.706 0.724 0.874

0.779 0.737 0.745 0.800
PRisk_22 PRisk_23 PRisk_24 Inten_25
nh s dng
Inten_26 Inten_27 Inten_28
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.
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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.
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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 So thich-thich thiet ke web So thich-So thich cua toi So thich - tim hang hieu So thich-khuyen mai thu hut Gia-re hon o cua hang Gia-tiet kiem chi phi di lai Gia-tiet kiem tien do khuyen mai Gia-de so sanh gia Y dinh- du dinh sd trong tg toi Y dinh-se su dung trong tg toi Y dinh-se sd thanh thao Y dinh- se gt cho nhieu nguoi sd Tien loi-tim thong tin nhanh chong M ha Enjoy_19 Enjoy_18 Enjoy_17 Enjoy_19 Price_01 Price_03 Price_04 Price_02 Inten_26 Inten_25 Inten_27 Inten_28 Conve_06 1 .847 .816 .810 .604 .842 .794 .754 .736 .774 .750 .730 .658 .811 2 3 4 5 6 7
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Rotated Component Matrixa Component Tn bin Tien loi-mua sam bat cu khi nao Tien loi-mua sam bat cu luc nao Tien loi-Tiet kiem thoi gian De dang-chuc nang de hieu De dang-de so sanh dac tinh sp De dang-de tim san pham De dang-de dang dang ky Rui ro-mat thong tin ca nhan Rui ro-an toan thanh toan Rui ro-khong nhu quang cao M ha Conve_07 Conve_08 Conve_05 PEasy_12 PEasy_11 PEasy_10 PEasy_09 PRisk_22 PRisk_23 PRisk_21 1 2 3 4 .738 .664 .596 .778 .722 .680 .658 .944 .934 .750 .794 .758 .653 5 6 7
Xa hoi-nguoi than khuyen khich SoInf_13 Xa hoi-Dong nghiep khuyen khich Xa hoi-cong ty khuyen khich SoInf_14 SoInf_15
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 H1 Ni dung 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 dng dch v MHTQM ca ngi tiu dng. 4.5 KIM NH M HNH NGHIN CU V CC GI THUYT 4.5.1 Phn tch tng quan
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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 INTEN Pearson Correlation Sig. (2-tailed) N PRICE Pearson Correlation Sig. (2-tailed) N CONVE Pearson Correlation Sig. (2-tailed) N PEASY Pearson Correlation Sig. (2-tailed) N SOINF Pearson Correlation Sig. (2-tailed) N 467.000 .237** .000 467 .393** .000 467 .435** .000 467 .454** .000 467 467.000 .052 .262 467 .026 .574 467 .104* .025 467 467.000 .357** .000 467 .584** .000 467 467.000 .436** .000 467 467.000 1.000 PRICE .237** .000 467 1.000 CONVE .393** .000 467 .052 .262 467 1.000 PEASY .435** .000 467 .026 .574 467 .357** .000 467 1.000 SOINF .454** .000 467 .104* .025 467 .584** .000 467 .436** .000 467 1.000 ENJOY .389** .000 467 -.139** .003 467 .480** .000 467 .412** .000 467 .468** .000 467 PRISK -.276** .000 467 -.025 .596 467 -.086 .063 467 -.156** .001 467 -.108* .020 467
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Correlations INTEN ENJOY Pearson Correlation Sig. (2-tailed) N PRISK Pearson Correlation Sig. (2-tailed) N .389** .000 467 -.276** .000 467 PRICE -.139** .003 467 -.025 .596 467 CONVE .480** .000 467 -.086 .063 467 PEASY .412** .000 467 -.156** .001 467 SOINF .468** .000 467 -.108* .020 467 467.000 -.165** .000 467 467.000 ENJOY 1.000 PRISK -.165** .000 467 1.000
**. 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:
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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 Std. Error of the Model 1 R .620a R Square .384 Adjusted R Square .376 Estimate .52246 Durbin-Watson 2.076
a. Predictors: (Constant), PRISK, PRICE, CONVE, PEASY, ENJOY, SOINF b. Dependent Variable: INTEN ANOVAb Model 1 Regression Residual Total Sum of Squares 78.422 125.563 203.985 df 6 460 466 Mean Square 13.070 .273 F 47.883 Sig. .000a
a. Predictors: (Constant), PRISK, PRICE, CONVE, PEASY, ENJOY, SOINF b. Dependent Variable: INTEN Coefficientsa Unstandardized Coefficients Model 1 (Constant) PRICE CONVE PEASY SOINF ENJOY PRISK B 1.298 .214 .087 .163 .118 .131 -.103 Std. Error .205 .036 .040 .032 .033 .036 .021 .226 .104 .217 .177 .169 -.181 Standardized Coefficients Beta t 6.327 5.991 2.199 5.121 3.634 3.677 -4.843 Sig. .000 .000 .028 .000 .000 .000 .000 .939 .599 .744 .567 .636 .962 1.065 1.670 1.345 1.764 1.572 1.040 Collinearity Statistics Tolerance VIF
a. Dependent Variable: INTEN
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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. 4.5.3 Kim nh cc gi thuyt: 4.5.3.1 Mong i v gi
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Gi thuyt H1: Mong i v gi c tc ng dng (+) ln nh s dng dch v MHTQM. H s hi quy chun ha 1 = 0.226, sig(1) = 0.000<5%: ng h gi thuyt H1. Nhn xt: Kt qu cuc kho st cho thy Mong i v gi c tc ng dng ln nh s dng, ngi s dng cng quan tm v gi th cng c nh s dng dch v MHTQM cng cao. iu ny hon ton ph hp vi nhn nh trn bo ch cho rng l do chnh dn n s pht trin dch v MHTQM trong thi gian qua l do gi c ca cc mt hng in t trn cc mng bn hng qua mng thng c gi r hn cc ca hng c nh t 3-5% do khng phi tn cc chi ph nh lu kho, mt bng, nhn s 4.5.3.2 Nhn thc v s thun tin Gi thuyt H2: Mong i s thun tin c tc ng dng (+) ln nh s dng dch v MHTQM. H s hi quy chun ha 2 = 0.104, sig(2) = 0.000<5%: ng h gi thuyt H2 Nhn xt: Nh vy, Mong i s thun tin c tc ng dng (+) ln nh s dng, ngi tiu dng cng cm thy thun tin th nh s dng dch v MHTQM cng tng. Vi cc u th tit kim thi gian, khng gii hn v tr bn hng, s thun tin trong qu trnh s dng dch v MHTQM tc ng n nh s dng dch v. 4.5.3.3 Nhn thc tnh d s dng Gi thuyt H3: Nhn thc s d s dng c tc ng dng (+) ln nh s dng dch v MHTQM. H s hi quy chun ha 3 = 0.217, sig(3) = 0.000<5%: ng h gi thuyt H3. Nhn xt: Nh vy, c s tc ng dng gia nhn thc tnh d s dng ln nh s dng. Ngha l khi ngi s dng nhn thc rng, cc chc nng v thao tc trn MHTQM l d s dng th nh s dng dch v i vi ngi tiu dng s tng ln.
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4.5.3.4 Cm nhn s thch th Gi thuyt H4: Cm nhn s thch th c tc ng dng (+) ln nh s dng dch v MHTQM. H s hi quy chun ha 4 = 0.169, sig(4) = 0.000<5%: ng h gi thuyt H4. Nhn xt: Cm nhn s thch th c tc ng dng (+) ln nh s dng. Cm nhn s thch th khi MHTQM nh l mt ng c bn trong c nhn lm tng nh s dng. Khi ngi dng thy rng, ni dung v cc hot ng trn cc website MHTQM l th v th nh s dng ca h s tng ln. 4.5.3.5 nh hng x hi Gi thuyt H5: nh hng x hi c tc ng dng (+) ln nh s dng dch v MHTQM. H s hi quy chun ha 5 = 0.117, sig(5) = 0.000<5%: ng h gi thuyt H5. Nhn xt: nh hng x hi c tc ng dng (+) ln nh s dng. Hay ni cch khc, trong cuc kho st, ngi tiu dng b nh hng bi tc ng ca nhng ngi xung quanh. Cng nhn c nhiu s ng h, ng vin ca nhng ngi c nh hng (gia nh, ngi thn, ng nghip,) th nh s dng dch v MHTQM ca ngi tiu dng cng tng ln. 4.5.3.6 Nhn thc ri ro khi s dng Gi thuyt H6: Nhn thc s ri ro c tc ng m (-) ln nh s dng dch v MHTQM. H s hi quy chun ha 6 = -0.181, sig(6) = 0.000<5%: ng h gi thuyt H6. Nhn xt: Nhn thc s ri ro c tc ng m (-) ln nh s dng, ngi tiu dng cng Nhn thc s ri ro th nh s dng dch v gim i. Hin nay vn an ninh mng l vn ni cm i vi cc trang web bn hng qua mng Vit Nam, iu ny nh hng xu n quyt nh MHTQM ca ngi tiu dng. Bng 4.13 Bng tm tt kt qu kim nh gi thuyt
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Gi thuyt
Ni dung
Kt qu kim nh
H1
Mong i v gi c tc ng dng (+) ln ng h H1 nh s dng dch v MHTQM ca ngi tiu dng
H2
Nhn thc v s thun tin c tc ng dng ng h H2 (+) ln nh s dng dch v MHTQM ca ngi tiu dng
H3
Nhn thc tnh d s dng c tc ng dng ng h H3 (+) ln nh s dng dch v MHTQM ca ngi tiu dng
H4
Cm nhn s thch th c tc ng dng (+) ng h H4 ln nh s dng dch v MHTQM ca ngi tiu dng
H5
nh hng x hi c tc ng dng (+) ln ng h H5 nh s dng dch v MHTQM ca ngi tiu dng
H6
Nhn thc ri ro khi s dng c tc ng m (-) ng h H6 ln nh s dng dch v MHTQM ca ngi tiu dng.
4.5.4 Phn tch s khc bit 4.5.4.1 S khc bit theo gii tnh Cc gi thuyt s khc bit theo gii tnh: Gi thuyt H1,0: Khng c s khc bit v nh s dng theo gii tnh.
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Gi thuyt H1,1: Khng c s khc bit v mong i v gi theo gii tnh. Gi thuyt H1,2: Khng c s khc bit v nhn thc s thun tin theo gii tnh. Gi thuyt H1,3: Khng c s khc bit v nhn thc tnh d s dng theo gii tnh. Gi thuyt H1,4: Khng c s khc bit v nh hng x hi theo gii tnh. Gi thuyt H1,5: Khng c s khc bit v Cm nhn s thch th theo gii tnh. Gi thuyt H1,6: Khng c s khc bit v nhn thc s ri ro theo gii tnh. Kt qu phn tch phng sai mt yu t (One-way ANOVA) nh ph lc III.6.1 Phng sai trong kim tra tnh ng nht (Homogeneity test) ca cc thnh phn INTEN, PEASY, SOINF, ENJOY, PRISK ln lt l 22.1%, 82.1%, 90.2%, 35.2%, 10.9% , u ln hn 5%, cho bit phng sai ca cc nhm Nam-N l bng nhau, tha iu kin phn tch ANOVA. Phng sai trong kim tra tnh ng nht (Homogeneity test) ca cc thnh phn PRICE = 0.000, CONVE = 2% < 5% phng sai ca cc nhm Nam-N l khng bng nhau, khng tha iu kin phn tch ANOVA. Trong cc yu t tha mn iu kin phn tch ANOVA ta thy: Sig (INTEN) = 0.015, Sig (PRISK) = 0.025 < 5% Bc b H1,0 v H1,6: c s khc bit gia gii tnh Nam v n v nh s dng dch v MHTQM v nhn thc s ri ro. Trong , nh s dng ca Nam c xu hng cao hn N (do Mean(Nam) = 3.55 > Mean(N) = 3.40). Trong khi nhn thc s ri ro khi s dng th N c xu hng cao hn Nam (do Mean(Nam) = 2.59 < Mean(N) = 2.83). Sig (PEASY) = 56%, Sig(SOINF) = 11.2%, Sig(ENJOY) = 50.3% cha c c s bc b H1,3 H1,4 H1,5: ngha l cha c c s cho thy c s khc bit gia gii tnh Nam-N v Nhn thc s d dng, nh hng x hi v Cm nhn s thch th. 4.5.4.2 S khc bit theo tui tc Qu trnh kho st phn loi i tng kho st thnh cc nhm tui khc nhau nh [Di 22] (i tng ny s b loi b do cha iu kin c lp v kinh t),
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[T 22~24]; [T 25~27]; [T 28~30]; [T 31~40]; [Trn 40], tuy nhin c mu thu c l 467 mu, nn khng c iu kin kho st ht cho tng nhm tui trn v s lng mu cho tng nhm s nh, khng mu t tin cy cho phn tch. V vy trong phn nh gi s khc bit theo tui tc, tc gi s phn i tng kho st thnh 2 thnh phn: thnh phn i tng tr [t 22~30] (320 mu) l thnh phn cha c s n nh v mt kinh t v nhn thc v thnh phn i tng trung nin [ln hn 30] (147 mu) l thnh phn c n nh v kinh t v nhn thc. Cc gi thuyt s khc bit theo tui tc: Gi thuyt H2,0: Khng c s khc bit v nh s dng theo tui tc. Gi thuyt H2,1: Khng c s khc bit v mong i v gi theo tui tc. Gi thuyt H2,2: Khng c s khc bit v Nhn thc s thun tin theo tui tc. Gi thuyt H2,3: Khng c s khc bit v Nhn thc tnh d s dng theo tui tc. Gi thuyt H2,4: Khng c s khc bit v nh hng x hi theo tui tc. Gi thuyt H2,5: Khng c s khc bit v Cm nhn s thch th theo tui tc. Gi thuyt H2,6: Khng c s khc bit v Nhn thc s ri ro theo tui tc. Kt qu phn tch phng sai mt yu t (One-way ANOVA) nh ph lc III.6.2 Phng sai trong kim tra tnh ng nht (Homogeneity test) ca cc thnh phn INTEN, CONVE, PEASY, SOINF, ENJOY, ln lt l 94.8%, 22.2%, 57.0%, 45.4%, 9.4% ln hn 5%, cho bit phng sai ca cc nhm theo tui tc l bng nhau, tha iu kin phn tch ANOVA. Phng sai trong kim tra tnh ng nht (Homogeneity test) ca cc thnh phn PRICE = 0.0%, PRISK = 1.9% u nh hn 5%, phng sai ca cc nhm theo tui tc l khng bng nhau, khng tha iu kin phn tch ANOVA. Trong cc yu t tha mn iu kin phn tch ANOVA ta thy: Sig (PEASY) = 2.0% < 5% Bc b H2,3: ngha l c s khc bit theo nhm tui trong Nhn thc tnh d s dng. Trong nhm t 30 tr xung c xu hng cm
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nhn tnh d s dng cao hn nhm tui trn 30 (do Mean(t 30 tr xung) = 3.14 > Mean(trn 30 tui) = 2.93). iu ny c th c gii thch, do MHTQM mi pht trin trong thi gian gn y, cc thnh phn tr c o to v c kin thc tt hn v tin hc, nn h cm thy d dng s dng hn so vi nhm tui trn 30. Sig(INTEN) = 24.4%, Sig(CONVE) = 88.5%, Sig(SOINF) = 32.5%, Sig(ENJOY) = 98.1% > 5% cha c c s bc b H2,0 H2,2 H2,4 H2,5: cha c c s cho thy c s khc bit theo nhm tui trong nh s dng, Nhn thc s tin li, nh hng x hi v Cm nhn s thch th. iu ny, c th l do MHTQM mi pht trin trong thi gian gn y. i tng s dng ch yu l gii tr, quan st mu ta thy phn b phn ln tp trung vo i tng tr trn di 30 tui, do s khc bit gia ca mc tc ng ca cc yu t n d nh s dng dch v MHTQM gia hai nhm trn v di 30 tui khng th hin trong d liu th trng thu thp c. 4.5.4.3 S khc bit theo thu nhp Qu trnh kho st phn loi i tng kho st thnh cc nhm thu nhp khc nhau nh [nh hn 3 triu]; [t 3 triu n 5 triu]; [t 5 triu n 10 triu]; [ln hn 10 triu], tuy nhin c mu thu c l 467 mu, nn khng c iu kin kho st ht cho tng nhm thu nhp trn v s lng mu cho tng nhm s nh, khng mu t tin cy cho phn tch. V vy trong phn nh gi s khc bit theo thu nhp, tc gi s phn i tng kho st thnh 2 thnh phn: thnh phn thu nhp thp [t 5 triu tr xung] v thnh phn thu nhp cao [trn 5 triu]. Vic phn loi ny da theo tng mc quy nh ng thu thu nhp ca nh nc (thnh phn chu thu thu nhp c xem l c mc thu nhp cao). Cc gi thuyt s khc bit theo thu nhp Gi thuyt H3,0: Khng c s khc bit v nh s dng theo thu nhp. Gi thuyt H3,1: Khng c s khc bit v mong i v gi theo thu nhp. Gi thuyt H3,2: Khng c s khc bit v Nhn thc s thun tin theo thu nhp.
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Gi thuyt H3,3: Khng c s khc bit v Nhn thc s d s dng theo thu nhp. Gi thuyt H3,4: Khng c s khc bit v nh hng x hi theo thu nhp. Gi thuyt H3,5: Khng c s khc bit v Cm nhn s thch th theo thu nhp. Gi thuyt H3,6: Khng c s khc bit v Nhn thc s ri ro theo thu nhp. Kt qu phn tch phng sai mt yu t (One-way ANOVA) nh ph lc III.6.3 Phng sai trong kim tra tnh ng nht (Homogeneity test) ca cc thnh phn PRICE, ENJOY, ln lt l 0.0%, 0.9% <5%, phng sai ca cc nhm theo thu nhp l khng bng nhau, khng tha iu kin phn tch ANOVA. Phng sai trong kim tra tnh ng nht (Homogeneity test) ca cc thnh phn INTEN = 78.9%, CONVE = 5.5%, PEASY = 39.0%, SOINF = 48.4%, PRISK = 56.6% ln hn 5%, cho bit phng sai ca cc nhm theo thu nhp tc l bng nhau, tha iu kin phn tch ANOVA. Trong cc yu t tha mn iu kin phn tch ANOVA ta thy: Sig (INTEN) = 1.9%, Sig (SOINF) = 4.1% < 5% Bc b H3,0 v H3,4: c s khc bit theo nhm thu nhp vi nh s dng dch v MHTQM v mc nh hng x hi. Trong , nh s dng dch v MHTQM ca nhm thu nhp thp c xu hng thp hn nhm thu nhp cao, ng thi nhm thu nhp thp c xu hng d b tc ng ca nh hng x hi hn nhm c thu nhp cao. iu ny c th do nhm c thu nhp cao c iu kin tip xc vi dch v MHTQM nhiu hn, nn h nh MHTQM ca h cao hn, bn cnh , vic tip xc nhiu vi nhiu ngun thng tin hn th mc tc ng t nh hng x hi ca h thp hn so vi nhm c thu nhp thp. Sig (CONVE) = 31.2%, Sig(PEASY) = 19.5%, Sig(PRISK) = 23.8% > 5% cha c c s bc b H3,2 ,H3,3 ,H3,6: ngha l cha c c s cho thy c s khc bit theo nhm thu nhp vi Nhn thc s tin li,Nhn thc s d dng, Nhn thc s ri ro. iu ny c th c l gii do dch v MHTQM ch mi pht trin trong nhng nm gn y, vic thanh ton qua mng, mt trong nhng th mnh quan trng ca
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MHTQM, cng cha ph bin, nn cha thy c s khc bit trong nhn thc tnh thun li, tnh d s dng cng nh ri ro gia cc nhm thu nhp. 4.6 SO SNH VI CC NGHIN CU TRC Y M hnh nghin cu xut 6 thnh phn tc ng n nh s dng dch v MHTQM: (1) Mong i v gi;(2) Nhn thc s thun tin; (3) Nhn thc tnh d s dng; (4) Cm nhn s thch th.; (5) nh hng x hi; (6) nhn thc ri ro. Kt qu phn tch d liu cho thy, c 6 yu t u tc ng n nh s dng dch v MHTQM. 4.6.1 Mong i v gi, Nhn thc s thun tin: Thnh phn Mong i v gi v Nhn nh s thun tin c tc ng n nh s dng dch v MHTQM, c bit l thnh phn Mong i v gi c tc ng mnh nht. Kt qu ny cng tng t nh nghin cu ca trong nghin cu Hnh vi ngi tiu dng trong mua hng trc tuyn (Hasslinger v cng s, 2007). Mc khc nu xem hai thnh phn Mong i v gi, Nhn thc s thun tin l cc yu t ca thnh phn nhn thc s hu ch th kt qu ny hon ton ph hp vi cc kt lun trong cc nghin cu S chp nhn hay khng chp nhn trong vic s dng cc dch v Internet ca khch du lch n NewZealand (Ulhas Rao, 2007),nghin cu nh mua v my bay trc tuyn Iran (Mohsen Mazari, 2008), nghin cu Cc phn ng ca khch hng sau khi mua hng qun o trn mng v bi hc kinh nghim v nh hng mua hng v nhn thc s cng bng (Cha Seung Hee, 2009). iu ny cho thy, nhn thc s hu ch m thnh phn chnh l yu t Mong i v gi cng nh Nhn thc s thun tin c tc ng quan trong n hnh vi nh s dng cc dch v mua hng qua mng khng ch Vit Nam m cn nhiu nc trn th gii. iu ny hon ton ph hp vi cc nhn nh v th mnh ca mua hng trn mng l tit kim thi gian, khng gii hn v tr v gi thnh sn phm thng thp hn th trng. 4.6.2 Nhn thc tnh d s dng
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Nghin cu cho thy thnh phn Nhn thc tnh d s dng c tc ng n nh s dng dch v MHTQM, mc d khng c s khc bit r rt vi cc thnh phn cn li, ngoi tr thnh phn Mong i v gi, tuy nhin n c tc ng ln th nh trong cc yu t. Kt qu nghin cu ny c phn khc bit vi nghin cu Cc yu t tc ng n xu hng s dng thanh ton in t ca L Ngc c (2008), Nghin cu Cc yu t tc ng n d nh mua v my bay trc tuyn Iran ca Mohsen Mazari (2008), nghin cu S chp nhn hay khng chp nhn trong vic s dng cc dch v Internet ca khch du lch n NewZealand ca Ulhas Rao (2007). Khc bit ny c th c gii thch l do mua bn trn mng ch mi pht trin Vit Nam trong nhng nm gn y, nn vic s dng dch v mua hng qua mng vn cha c ph bin, nn nhiu ngi vn cm thy cha c d dng khi s dng. Tuy nhin, yu t ny li khng tc ng ln n nh s dng v hu ht i tng trong cuc kho st ny u c t 3 nm kinh nghim trong vic s dng Internet tr ln (xem kt qu kho st mc 4.2.4). 4.6.3 nh hng x hi Yu t nh hng x hi cng l yu t tc ng n d nh s dng dch v MHTQM. Kt qu ny kh tng ng vi Nghin cu v cc yu t tc ng n xu hng s dng thanh ton in t ca L Ngc c (2008), Nghin cu mt s yu t tc ng n d nh s dng dch v mng x hi x hi ngh nghip trc tuyn ca L Honh S (2009). 4.6.4 Cm nhn s thch th Thnh phn Cm nhn s thch th l thnh phn mi c a vo nghin cu trong thi gian gn y trong m hnh chp nhn cng ngh. Yu t ny c a ra lu u tin trong nghin cu m hnh TAM m rng trong trng hp WorldWide-Web (Moon v Kim, 2000). Nghin cu s chp nhn s dng website Hn Quc ca Tony Donghui (2004), Nghin cu s chp nhn s dng chnh ph in t ca Suha A. & Annie M (2008), Nghin cu mt s yu t tc ng n d nh s dng dch v mng x hi x hi ngh nghip trc tuyn ca L Honh S (2009) ng h thnh phn ny trong m hnh chp nhn cng ngh.
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Trong nghin cu ny thnh phn Cm nhn s thch th c tc ng dng ln nh s dng dch v MHTQM, iu ny hon ton ph hp vi cc nghin cu nh ni trn. 4.6.5 Nhn thc s ri ro Thnh phn nhn thc s ri ro c tc dng m n nh s dng dch v MHTQM. iu ny tri ngc vi Nghin cu v cc yu t tc ng n xu hng s dng thanh ton in t ca L Ngc c (2008), Nghin cu mt s yu t tc ng n d nh s dng dch v mng x hi x hi ngh nghip trc tuyn ca L Honh S (2009). iu ny c gii thch nh sau: lnh vc MHTQM l lnh vc lin quan n yu t ti chnh, mc khc trong iu kin Vit Nam hin nay vn bo mt vn cha c u t ng mc, nn yu t ny hon ton khc vi lnh vc mng x hi ngh nghip, ni m cc ri ro khng cao nh lnh vc MHTQM. Ngoi ra MHTQM mi pht trin trong thi gian gn y, nn lo ngi ca ngi s dng s cao hn nhiu so vi thanh ton in t, vn c hnh thnh v pht trin Vit Nam trong nhiu nm. 4.7 TM TT CHNG 4 Chng 4 trnh by thng tin v mu kho st, nh gi tin cy Cronbach Alpha v phn tch nhn t khm ph EFA, phn tch hi quy a bin, kho st cc bin kim sot. Thng tin t mu quan st cho thy, 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. Qua nh gi tin cy Cronbach Alpha v phn tch nhn t khm ph EFA loi 2 bin l SoInf_16 v PRisk_24. Phn tch hi quy a bin cho thy m hnh nghin cu l thuyt xut ph hp vi d liu th trng, trong c 5 khi nim c tc ng dng n nh s dng dch v l (1) Mong i v gi, (2) Nhn thc s tin li, (3) Nhn thc tnh d s dng (4) Cm nhn s thch th, (5) nh hng x hi (SOINF) v mt khi
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nim c tc ng m (-) n nh s dng dch v l Nhn thc s ri ro khi s dng.
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Chng 5. Kt lun v kin ngh
CHNG 5. KT LUN V KIN NGH

5.1 TM TT CC KT QU CHNH Qu trnh nghin cu c thc hin hai bc chnh: nghin cu s b v nghin cu chnh thc. Nghin cu s b c thc hin bng phng php nh tnh thng qua b, c thc hin thng qua phng vn trc tip vi 7 i tng l cc chuyn gia trong lnh vc mua hng qua mng v 2 i tng cha tng MHTQM. Nghin cu s b nhm hiu chnh m hnh nghin cu cho ph hp hn vi c im c th th trng Vit Nam. Sau qu trnh b xung hiu chnh, m hnh Nghin cu cc yu t nh hng n nh s dng dch v MHTQM gm thnh phn thnh phn ph thuc l nh s dng dch v MHTQM v su khi nim thnh phn c lp: (1) Mong i v gi ; (2) Nhn thc s thun tin; (3) Nhn thc tnh d s dng; (4) Cm nhn s thch th; (5) nh hng x hi (6) Cm nhn s ri ro khi s dng, vi 24 bin quan st o lng cc khi nim ny. Nghin cu chnh thc c thc hin bng phng php nh lng s dng bng cu hi kho st theo phng php thun tin, kt qu thu c 467 bng tr li ph hp. Nghin cu nh lng thc hin qua cc bc: kim nh thang o (nh gi tin cy Cronbach alpha v phn tch nhn t khm ph EFA). Kim nh cc gi thuyt ca phng php hi quy a bin c thc hin trn phn mm SPSS 16.0. Thng k thng tin t mu cho thy thuc tnh ca cc i tng nghin cu nh sau: tp trung t 25-27 tui (chim 44.54%), hu ht u c kinh nghim s dng internet trn 3 nm, t l Nam-N kh ng u (Nam chim 44.97%, N chim 55.03%). Nh vy i tng nghin cu l nhng ngi tr tui, c k nng s dng internet tt v c t l Nam-N kh ng u, nn i tng nghin cu c th l i tng tin phong v tim nng trong vic s dng cc dch v cn ang pht trin nh dch v MHTQM.
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Trong cuc kho st, trang web ebay.vn l trang web c nhiu ngi kho st bit n vi t l 88.22%, thi gian trung bnh truy cp cc trang dch v HMTQM t 10-30 pht chim 61.46%, tn sut truy cp vo MHTQM tp trung 1-2 ln/thng (chim 34.48%). Tuy nhin thnh phn cha s dng dch v HMTQM cng chim t l kh cao (9.85%). iu ny c th c gii thch l dch v MHTQM Vit Nam vn cha c ph bin. Cc mu thu thp c a vo phn tch d liu bng SPSS 16.0 qua thang o c nh gi tin cy Cronbach Alpha v phn tch nhn t khm ph EFA. Kt qu phn tch cho thy khng c g thay i v cc thnh phn kho st, vn gi nguyn 6 thnh phn kho st nh ban u. Tuy nhin trong phn tch nhn t khm ph EFA loi ra 2 bin l Soinf_16 v Prisk_24.. Do , thang o vn bao gm 6 thnh phn nhng ch cn 22 bin quan st. Cc kim nh cho thy thang o t yu cu v tin cy, phng sai trch, gi tr hi t v gi tr phn bit. Kt qu phn tch hi quy a bin trn 6 thnh phn ca nh s dng dch v MHTQM c kt qu nh sau: Mong i v gi c tc ng mnh nht ( = 0.226). Cc yu t cn li tc ng yu hn nh: Nhn thc tnh d s dng ( = 0.217), nh hng x hi ( = 0.177), Cm nhn s thch th ( = 0.169). Yu t Nhn thc s thun tin c tc ng yu nht ( = 0.104). S liu beta cc yu t trong phng trnh hi quy cho thy i tng quan tm nhiu nht n vn gi c khi s dng dch v MHTQM. iu ny c th xem l ph hp v im thu ht ngi tiu dng mua cc sn phm in t qua mng ch yu l do gi c cc sn phm ny thng thp hn t 3-5% so vi cc sn phm cng loi khi mua ca hng. 5.2 HM QUN L Ty vo mc nh hng ca tng yu t tc ng n nh s dng dch v MHTQM, nghin cu xut mt s kin ngh nhm gi cc nh cung cp dch v MHTQM c th ci tin v phc v ngi s dng tt hn. a) Mong i v gi
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Yu t mong i v gi c tc ng ln nht n nh s dng dch v MHTQM. Ngi tiu dng s c nh s dng nhiu hn khi h nhn thy h tha mn cc yu t v gi nh: (1) gi c r hn ca hng, (2) gip h d dng so snh v gi gia cc website bn hng in t trn mng cng nh gia gi ca cc website vi gi ca hng, (3) gip ngi tiu dng c th tit kim chi ph i li, (4) cc t khuyn mi trn mng s gip ngi tiu dng tit kim c tin bc. Kt qu kho st cng cho thy nh gi ca ngi s dng vi cc bin quan st o lng nhn thc mong i v gi nhn chung l kh cao (trung bnh t 3.49 n 3.94). iu cho thy, ngi tiu dng nh gi rng, mt trong nhng nguyn nhn quan trng dn n nh MHTQM l yu t gi c. Do , nng cao nh MHTQM ca ngi tiu dng, nh cung cp dch v MHTQM cn phi ch trng cc yu t lin quan n gi c thu ht ngi tiu dng. Trc tin, da trn u th trong vic tit kim c do khng tn cc chi ph mt bng, kho bi, gim thiu cc chi ph iu hnh, nhn s, cc sn phm trn mng c th gim gi thp hn so vi gi ca hng thu ht khch hng MHTQM Bn cnh cc website MHTQM cn to iu kin thun li cho ngi tiu dng c th so snh v gi gia cc sn phm cng loi, hoc tng t, trn cng trang web hoc gia cc trang web vi nhau, cng nh gi tham kho khi mua ca hng. S tt hn nu nh cung cp dch v c th thng k cc khong gi c ngi tiu dng c th hnh dung gi c m h nh tr cho mt hng d nh mua nm mc no trong khung gi tham kho. Ngoi ra, cc chng trnh khuyn mi trn cc trang web c dch v MHTQM s
khuyn khch mi ngi trong vic tng cng nh MHTQM.
b) Nhn thc s thun tin Yu t nhn thc s thun tin c tc ng thp nht n nh s dng dch v MHTQM. Ngi tiu dng vn cha cm nhn c mc tin li trong giao
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dch MHTQM hin nay. Nhng kh khn trong qu trnh tm kim thng tin sn phm, quy trnh bn hng cn nhiu kh, phin phc c th l cc nguyn nhn dn n ngi tiu dng khng hon ton cm thy thoi mi trong vic mua hng. Ngoi ra,ngoi tr nhng dch v bn hng qua mng ln c kh nng thanh ton bng th in t, vic thanh ton phn ln bng tin mt lm mt i th mnh ca vic mua hng qua mng. Trong thi gian gn y, vic cc siu th in my thnh ph H Ch Minh m rng cc chi nhnh ra nhiu qun huyn, cng vi vic thiu cc thng tin lin quan n dch v MHTQM cng l cc nguyn nhn lm cho ngi tiu dng cm thy khng thun tin lm khi MHTQM so vi mua hng in t cc siu th in my. T cc nguyn nhn trn, nng cao nh s dng dch v MHTQM ca ngi tiu dng, cc nh cung cp dch v cn ci tin quy trnh mua bn hng sao cho n c n gin, d dng hn. Vic mua bn hng qua mng s b gim i s tin li ng k nu vn thanh ton khng th s dng th in t.Ngoi ra cn tuyn truyn, qung co su rng hn ngi tiu dng nhn thy s tin li ca vic MHTQM. c) Nhn thc tnh d s dng Yu t nhn thc tnh d s dng c tc ng cao th nh ch sau Mong i v gi n nh s dng dch v MHTQM. iu chng t ngi tiu dng rt quan tm n tnh d s dng ca dch v MHTQM.Tuy nhin mc ng tnh ca ngi tiu dng trong cuc kho st khng cao (t 2.82 n 3.21), chng t ngi tiu dng vn cn cm thy vic s dng dch v MHTQM vn cha c d dng. nng cao nhn thc tnh d s dng nh cung cp dch v MHTQM cn phi cung cp y thng tin hng dn s dng cho ngi dng, hin th cc hng dn ti nhng v tr ngi dng c th cn n trong qu trnh truy cp website MHTQM, cc m t din gii trong hng dn s dng cn c vit mt cch d hiu. Cc chc nng trn website MHTQM phi thit k v b tr thch hp, to s
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d dng v tin li s dng trong qu trnh truy cp.Th tc ng k, quy trnh mua bn phi n gin d hiu vi ngi tiu dng. Nhm trn 30 tui c xu hng nhn thc tnh d s dng thp hn so vi nhm di 30 tui. V vy, trong chnh sch tip th, cn phi ch trng cung cp nhng thng tin hng dn s dng cho nhng nhm i tng ny mt cch ph hp. d) nh hng x hi Cc i tng c th to nh hng n ngi tiu dng nh bn b v ngi thn xung quanh, ng nghip, i tc, phng tin truyn thng .Kt qu kho st mc ng vi cc pht biu n nh hng x hi cho thy, mc ng ca ngi s dng i vi nh hng ca gia nh, ngi thn mc thp (t 3.10 n 3.16), trong khi mc tc ng ca t chc mc cao hn (3.47), d liu khng h tr thng tin v tc ng ca phng tin truyn thng. iu ny cho thy, ngi s dng Vit Nam b tc ng nh s dng bi cc nhn t trong t chc cao hn cc nhn t khc. Do , cc nh cung cp dch v MHTQM cn ch trng n cc chng trnh tip th cho cc tp th, t chc, chng trnh gim gi cho vic gii thiu ngi quen cng tham gia. Vi cc chng trnh ny, ngi tiu dng s gii thiu v mi gi bn b, ng nghip ca mnh cng tham gia. Ngoi ra nhm c thu nhp thp c xu hng d b nh hng x hi hn nhm c thu nhp cao, nn c th tip cn cc i tng ny thng qua mi quan h gia h v cc i tng MHTQM hin hu. e) Cm nhn s thch th Kt qu kho st mc ng vi cc pht biu n cm nhn s thch th cho thy, mc ng ca ngi s dng i vi cm nhn s thch th kh cao (trung bnh t 3.54 n 3.79). iu ny cho thy, vic MHTQM hin nay l mt hin tng mi m, thu ht s ch i vi ngi tiu dng. N th hin s snh iu ca ngi tiu dng trong mc thnh tho kin thc tin hc.Do , cc nh cung cp dch v MHTQM cn phi ch trng n kha cnh thch khm ph,snh iu khi thc hin cc chng trnh qung co cho dch v ca mnh.
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f) Nhn thc ri ro khi s dng Kt qu kho st cho thy, ngi s dng khng c s ng vi cc pht biu v nhn thc ri ro khi s dng (trung bnh cc bin quan st t 2.57 n 2.94). iu ny c th l gii do hin nay ch c mt s t cc website c chc nng thanh ton trc tip trn mng, cn li vn phi thanh ton bng tin mt, nn ngi tiu dng cha cm nhn ht c ri ro khi thc hin dch v MHTQM. Tuy nhin iu ny c th s thay i khi s lng website h tr cho vic thanh ton qua mng tng ln. chun b cho vic thanh ton qua mng, cc nh cung cp dch v MHTQM cn c chnh sch bo v ngi tiu dng nh m bo s bo mt thng tin, ngn nga kh nng b mt cp ti khon, cng nh thng xuyn khuyn co ngi s dng bit cch t bo v mnh. nh hng ca nhn thc ri ro c xu hng ln hn i vi nhm n, nn cc nh cung cp dch v MHTQM cn c chnh sch ring i vi nhm n h cm thy yn tm khi MHTQM. 5.3 CC NG GP CA NGHIN CU Nghin cu c nhng ng gp tch cc v mt l thuyt v thc tin trong lnh vc mua hng qua mng Vit Nam 5.3.1 ng gp v mt l thuyt Lnh vc thng mi in t ni chung v mua hng qua mng ni ring vn cn l lnh vc mi m Vit Nam, do rt cn cc nghin cu v mt l thuyt lm nh hng cho hot ng thc tin. Nghin cu ny 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 Vit Nam. Bng vic xy dng m hnh l thuyt da trn c s m hnh UTAUT (Venkatesh v cng s,2003), m hnh Cc yu t nh hng n ngi tiu dng trc tuyn (Hasslinger v cng s, 2007), E-CAM (Joongho Ahn, Jinsoo Park, Dongwon Lee, 2001), TAM m rng cho WWW (Moon Ji Won v Kim Young Gul, 2001) cung
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cp mt ci nhn y hn v vn nghin cu cn kho st so vi s dng mt m hnh thun nht. Mc khc, thang o ca cc nghin cu trn c thc hin trong mi trng cc nc pht trin, nghin cu ny iu chnh, kim nh cc thang o trong mi trng Vit Nam thng qua d liu thc nghim thnh ph H Ch Minh v cc tnh ln cn, nn cc d liu ny s gp phn b xung vo kho l thuyt thang o gp phn gip cc nh nghin cu hn lm v ng dng hiu r hn v th trng Vit Nam. 5.3.2 ng gp v mt thc tin Thng qua vic xc nh cc yu t nh hng n nh s dng dch v mua hng in t qua mng, nghin cu cung cp cho cc nh cung cp dch v bn hng in t mt ci nhn c th hn v quan im ca ngi tiu dng trong vic s dng dch v mua hng qua mng. ng thi cc nh cung cp dch v c th tham kho qua cc xut ca nghin cu tng cng tnh cnh tranh cho dch v ca mnh trong vic tha mn nhu cu ca ngi tiu dng. Nghin cu ny cung cp mt hng nghin cu cho cc nh cung cp dch v trong vic thc hin nhng nghin cu tng t vi cc mt hng khc nh: sch bo, phim nh,. T , hon thin hn v dch v mua hng qua mng trong bi cnh Vit Nam ni ring v cc nc ang pht trin ni chung. 5.4 HN CH V HNG NGHIN CU TIP THEO M hnh nghin cu c R2 hiu chnh l 0.376, ngha l ch c 37.6% s bin thin ca nh s dng dch v MHTQM c gii thch bi s bin thin ca cc thnh phn trong m hnh xut. Nh vy, t l ln s bin thin ca nh s dng dch v cha c gii thch bi bin thin cc thnh phn; cn rt nhiu bin quan st cn c b sung vo m hnh. Trong gii hn v thi gian, kinh ph, nhn lc, cng c h tr, nghin cu thc hin ly mu theo phng php thun tin nn tnh i din ca mu trong tng th cha cao. Mc khc kch thc mu cha tht s ln, nn nhng nh gi ch quan ca nhm i tng kho st c th lm lch kt qu nghin cu. Do ,
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nghin cu tip theo c th thc hin vi kch thc mu ln hn, chn mu theo xc sut v c phn lp i tng tng tnh khi qut ca nghin cu. Nghin cu ch dng li vic kho st cc yu t tc ng n nh s dng dch v MHTQM m cha cp ti hnh vi s dng tht s. V vy, cng cn xem xt n mi quan h gia hnh vi d nh v hnh vi s dng tht s. tng sn phm c th, mc tc ng ca cc yu t n nh s dng ca ngi tiu dng s khc nhau. Nghin cu ny ch tp trung kho st cc yu t nh hng n nh s dng dch v MHTQM, nn khi qut n nh s dng dch v mua hng qua mng ni chung, cn kho st n cc mt hng mua bn qua mng khc nh v my bay, sch, y cng l mt hng nghin cu ln cn c nghin cu v kho st trong hng tip theo.
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Ph lc
PH LC
Ph lc I: DN BI THO LUN TAY I A. Phn gii thiu Cho Anh/Ch, Ti tn Hong Quc Cng, l hc vin cao hc MBA trng i hc Bch Khoa TPHCM. Hin ti, ti ang thc hin ti Nghin cu cc yu t nh hng n nh s dng dch v mua hng in t qua mng (MHTQM). Rt mong Anh/Ch dnh cht thi gian tr li mt s cu hi sau y. Cc kin ng gp ca anh/ch l thng tin hu ch cho nghin cu. Xin chn thnh cm n anh/ ch. B. Phn gn lc thng tin Cc thng tin di y dng xc nh i tng tho lun c ph hp vi mc tiu nghin cu s b hay khng. Khi i tng c tho lun c mt quan st vo quyt nh ngng, th s khng s dng i tng ny thc hin nghin cu s b. Cc cu hi gn lc thng tin bao gm: (1) Anh/Ch lm i lm cha? Cha i lm Ngng i lm ri Tip tc (2) Anh/Ch i lm c my nm ri? Di 3 nm kinh nghim Ngng T 3 nm kinh nghim tr ln Tip tc (3) Anh/Ch tng s dng Internet? Cha Ngng C Tip tc (4) Anh/Ch tng nghe v bit v dch v MHTQM cha? Cha Ngng C Tip tc (6) Anh/Ch c bit cc website cung cp dch v MHTQM khng? Cha Ngng C (nu c hy lit k) Tip tc (7) Anh/Ch vui lng cho bit anh ch thuc nhm tui no di y? Di 22 T 25-50 Trn 50 Ngng Tip tc Ngng
Ph luc- 1
Ph lc
C. Ni dung tho lun 1. Phn ni dung khi qut lin quan n dch v MHTQM (1) Anh/Ch c bit nhng website no cung cp dch v MHTQM ? Theo Anh/Ch mc ph bin ca cc website ny nh th no? (2) Anh/Ch tng ng k vo cc website MHTQM no? Anh/Ch nh gi mc s dng? Hiu qu? u khuyt im ca cc website ? (35) Anh/Ch tng gii thiu vi bn b, ng nghip cng tham gia dch v MHTQM mt trang web m anh ch cm thy thch th cha? Cm gic ca bn b anh/ch khi c gii thiu nh th no? (4) Theo Anh/Ch cc yu t no nh hng n nh s dng dch v MHTQM? (5) Anh/Ch c cho rng, gi c l vic m ngi tiu dng s nhn thc khi s dng dch v MHTQM? kin ca Anh/Ch? (6) Anh/Ch c cho rng, ngi tiu dng s nhn thc tnh thun tin khi s dng dch v MHTQM ? kin ca Anh/Ch? (7) Anh/Ch c cho rng mc d sdng ca cc website bn hng l vic m ngi tiu dng s nhn thc khi s dng dch v MHTQM? kin ca Anh/Ch? (8) Anh ch c ngh rng ngi tiu dng c tm thy s thch th khi s dng dch v MHTQM ? kin ca anh/ch? (9) Anh/Ch c cho rng, nhng ngi xung quanh nh gia nh, bn b, ng nghip, s b tc ng n nh s dng dch v MHTQM ca ngi tiu dng khng? kin ca anh/ch? (10) Anh/Ch c ngh rng ngi tiu dng s c nhn thc v vic c/hay khng c ri ro khi tham gia MHTQM? kin ca anh/ch? (11) Anh/Ch cho bit xu hng s dng dch v MHTQM Vit Nam? 2. Phn ni dung v nh gi thang o S dng cc pht biu sau tm hiu kin ca ngi c phng vn. 1. Mong i v gi khi s dng dch v MHTQM : mc tin tng ca ngi tiu dng vo nhng li ch v gi m dch v MHTQM mang li cho h. 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. Vi cc pht biu ny, xin Anh/Ch cho bit: 5. Anh/Ch hiu c ni dung ca tng pht biu? Nu khng hiu, vui lng cho bit l do? Nu hiu th pht biu ni ln iu g? ii) Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? iii) Vi tng hng mc, c cn b sung hoc loi b pht biu no khng? 2. Mong i s thun tin khi s dng dch v MHTQM : mc tin
Ph luc- 2
Ph lc
tng ca ngi tiu dng rng dch v MHTQM s gip h thun tin hn l mua hng trc tip cc ca hng 4. Ti thy dch v MHTQM c ch trong vic tit kim thi gian ca ca ti. 5. Ti thy s dng dch v MHTQM gip h tm thng tin v sn phm nhanh hn 6. Ti thy s dng dch v MHTQM gip tha mn nhu cu gii tr, gim cng thng cho ti 7. Ti thy s dng dch v MHTQM gip ti c th mua sm bt k lc no. Vi cc pht biu ny, xin Anh/Ch cho bit: 5. Anh/Ch hiu c ni dung ca tng pht biu? Nu khng hiu, vui lng cho bit l do? Nu hiu th pht biu ni ln iu g? ii) Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? iii) Vi tng hng mc, c cn b sung hoc loi b pht biu no khng? 3. Nhn thc tnh d s dng dch v MHTQM:ngi tiu dng cm thy d dng thc hin cc thao tc MHTQM. 8. Hc cch s dng dch v mua hng in t qua mng d dng i vi ti 9. Ti thy dch v mua hng in t qua mng d s dng 10. Cch thc s dng dch v MHTQM l r rng v d hiu 11. Ti d dng tr thnh ngi bit s dng dch v MHTQM thnh tho. Vi cc pht biu ny, xin Anh/Ch cho bit: 5. Anh/Ch hiu c ni dung ca tng pht biu? Nu khng hiu, vui lng cho bit l do? Nu hiu th pht biu ni ln iu g? ii) Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? iii) Vi tng hng mc, c cn b sung hoc loi b pht biu no khng? 4. nh hng x hi khi s dng dch v MHTQM: nhng nh hng t pha nhng ngi xung quanh trong vic khuyn khch, ng h ngi dng s dng dch v MHTQM. 12. Gia nh (ba m, anh ch em, h hng) ngh rng ti nn s dng MHTQM 13. Bn b, ng nghip, khch hng ca ti s dng dch v MHTQM v h gii thiu cho ti s dng n. 14. T chc ni ti lm vic, hc tp v sinh hot cng ng ng h ti s dng dch v MHTQM
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15.Phng tin truyn thng thng nhc ti MHTQM nn ti tham gia v s dng th. Vi cc pht biu ny, xin Anh/Ch cho bit: 5. Anh/Ch hiu c ni dung ca tng pht biu? Nu khng hiu, vui lng cho bit l do? Nu hiu th pht biu ni ln iu g? ii) Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? iii) Vi tng hng mc, c cn b sung hoc loi b pht biu no khng? 5. Cm nhn s thch th khi s dng dch v MHTQM: cm nhn s yu thch khi s dng MHTQM. 16. S dng Internet lt web hng ngy l s thch ca ti. 17. Ti c th vui truy cp vo cc website c dch v MHTQM.. 18. Ti thch cch thit k, ni dung thng tin trn cc trang website bn hng qua mng. Vi cc pht biu ny, xin Anh/Ch cho bit: 5. Anh/Ch hiu c ni dung ca tng pht biu? Nu khng hiu, vui lng cho bit l do? Nu hiu th pht biu ni ln iu g? ii) Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? iii) Vi tng hng mc, c cn b sung hoc loi b pht biu no khng? 6. Nhn thc ri ro lin quan n s dng dch v MHTQM: mc lo lng, bn khon khi s dng dch v MHTQM. 19. Ti e rng MHTQM khng c cc tnh nng v hiu qu nh c qung co 20. Ti lo rng thng tin c nhn ca ti s b tit l cho i tc th 3 m ti khng mong mun . 21. Ti lo ngi rng v an ton ca vic thanh ton, ti s b mt ti khon, t dn n mt tin bc 22. Ti lo rng s dng MHTQM lm mt thi gian, tin bc ca h nhng khng em li hiu qu. Vi cc pht biu ny, xin Anh/Ch cho bit: 5. Anh/Ch hiu c ni dung ca tng pht biu? Nu khng hiu, vui lng cho bit l do? Nu hiu th pht biu ni ln iu g? ii) Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? iii) Vi tng hng mc, c cn b sung hoc loi b pht biu no khng? 7. nh s dng dch v MHTQM: nh ca ngi dng s tip tc (nu h s dng) hoc s s dng (nu h cha s dng) dch v
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MHTQM 23. Ti nh s s dng (hoc tip tc s dng) MHTQM trong thi gian ti. 24. Ti on l mnh s s dng (hoc tip tc s dng) MHTQM trong thi gian ti 25. Ti s tm hiu s dng thnh tho MHTQM trong thi gian ti. 26. Ti s gii thiu cho nhiu ngi cng s dng MHTQM Vi cc pht biu ny, xin Anh/Ch cho bit: 5. Anh/Ch hiu c ni dung ca tng pht biu? Nu khng hiu, vui lng cho bit l do? Nu hiu th pht biu ni ln iu g? ii) Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? iii) Vi tng hng mc, c cn b sung hoc loi b pht biu no khng? Chn thnh cm n Anh/Ch ginh thi gian tho lun, knh chc Anh/Ch mnh khe, hnh phc v thnh cng trong cuc sng.
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PH LC II: BNG CU HI KHO ST

Cho Anh/Ch, Ti tn Hong Quc Cng, l hc vin cao hc MBA trng i hc Bch Khoa TPHCM. Hin ti, ti ang thc hin ti Nghin cu cc yu t nh hng n nh s dng dch v mua hng in t qua mng (MHTQM). Rt mong Anh/Ch dnh cht thi gian tr li mt s cu hi sau y. Trong bng cu hi ny, khng c quan im hoc thi no l ng hay sai, tt c cc kin u l thng tin hu ch cho nghin cu. Xin chn thnh cm n Anh/Ch. TP. HCM, ngy 05 thng 04 nm 2010
Hong Quc Cng
A. Anh/Ch vui lng nh du cho (X) trc tip vo cc thch hp vi chn la. 1. Anh/Ch vui lng cho bit s nm kinh nghim s dng Internet ca Anh/Ch? (ch chn mt) Di 1 nm T 1 n 3 nm T 3 n 5 nm T 5 n 7 nm Trn 7 nm 2. Anh/Ch cho bit thi gian s dng Internet trung bnh/1 ngy ca Anh/Ch? (ch chn mt) Di 0.5 gi T 0.5~2 gi T 2~4 gi T 4~6 gi Hn 6 gi 3. Anh/Ch c bit n website MHTQM no di y? (c th chn nhiu la chn) chodientu.vn megabuy.vn 123mua.com.vn ebay.vn amazon.com 5giay.vn Khc: 4. Anh/Ch cho bit thi gian (trung bnh)/1 ln truy cp vo cc website MHTQM? (chn mt) Cha s dng Di 10 pht T 10~30 pht Hn 30 pht 5. Anh/Ch cho bit s ln truy cp/1 thng vo cc MHTQM trong thi gian gn y? (chn mt) Cha s dng T 1~2 ln T 3~5 ln T 6~10 ln Hn 10 ln
B. Di y l cc pht biu v cc yu t nh hng n nh s dng MHTQM. Anh/Ch vui lng cho bit mc ng ca mnh i vi cc pht biu bng cch nh du (X) vo cc thch hp.
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Pht biu I. Mong i v gi khi s dng dch v MHTQM 1. Ti thy gi c ca cc mn hng in t trn mng r hn so vi gi c ca hng 2. S dng dch v MHTQM gip ti d dng so snh v gi. 3. S dng dch v MHTQM c th gip ti tit kim c chi ph i li xem hng 4. Cc khuyn mi trn cc trang web c dch v MHTQM gip ti tit kim tin bc. 5. Ti thy dch v MHTQM c ch trong vic tit kim thi gian ca ti 6. Ti thy s dng dch v MHTQM gip ti tm thng tin v sn phm mt cch nhanh chng 7. Ti thy s dng dch v MHTQM gip ti mua sn phm bt c ni no 8. Ti thy s dng dch v MHTQM gip ti c th mua sm bt k lc no III. Nhn thc tnh d s dng dch v MHTQM 9. Th tc ng k, mua sm v thanh ton ca dch v MHTQM kh n gin i vi ti 10. Ti d dng tm c sn phm m mnh cn khi s dng dch v MHTQM. 11. Cc chc nng trong cc website MHTQM l r
ang v d hiu
Hon Hon Khng Bnh ton ng thng ng ton khng ng ng
1 1 1 1
2 2 2 2
3 3 3 3
4 4 4 4
5 5 5 5
II. Nhn thc s thun tin khi s dng dch v MHTQM 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5
1 1 1 1
2 2 2 2
3 3 3 3
4 4 4 4
5 5 5 5
12. S dng dch v MHTQM gip ti d dng so snh thng s k thut gia cc sn phm. IV. nh hng x hi khi s dng dch v MHTQM 13. Gia nh (ba m, anh ch em, h hng) ngh rng ti nn s dng MHTQM 14. Bn b, ng nghip, khch hng ca ti s dng dch v MHTQM v h gii thiu cho ti s dng n 15. T chc ni ti lm vic, hc tp v sinh hot cng ng ng h ti s dng dch v MHTQM
1 1 1
2 2 2
3 3 3
4 4 4
5 5 5
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16.Phng tin truyn thng thng nhc ti MHTQM nn ti tham gia v s dng th. 17. Ti c th vui truy cp vo cc website c dch v MHTQM 18. Ti thch vo cc website c dch v MHTQM tm cc mn hng him. 19. Ti thch cch thit k, trnh by trn cc trang website c dch v MHTQM 20. Cc thng tin khuyn mi trn cc website c dch v MHTQM rt cun ht ti. 21. Ti e rng MHTQM khng c cc tnh nng v hiu qu nh c qung co 22. Ti lo rng thng tin c nhn ca ti s b tit l cho i tc th 3 m ti khng mong mun 23. Ti lo ngi rng v an ton ca vic thanh ton, ti s b mt ti khon, t dn n mt tin bc 24. Ti lo rng s dng MHTQM lm mt thi gian, tin bc ca h nhng khng em li hiu qu. VII. nh s dng dch v MHTQM: 25. Ti d nh s s dng (hoc tip tc s dng) MHTQM trong thi gian ti. 26. Ti cho rng mnh s s dng (hoc tip tc s dng) MHTQM trong thi gian ti 27. Ti s tm hiu s dng thnh tho MHTQM trong thi gian ti. 28. Ti s gii thiu cho nhiu ngi cng s dng MHTQM C.Thng tin phn nhm v thng k 1. Gii tnh: 2. Nhm tui: N Di 22 Nam T 22~24 T 25~27
V. Cm nhn s thch th khi s dng dch v MHTQM 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5
VI. Nhn thc ri ro lin quan n s dng dch v MHTQM 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5
1 1 1 1
2 2 2 2
3 3 3 3
4 4 4 4
5 5 5 5
T 28~30
T 31~40
Trn 40 > 10 triu
3. Xin vui lng cho bit thu nhp hng thng ca Anh/Ch: < 3 triu t 3 triu n 5 triu t 5 triu n 10 triu 4. Email: :
5. H Tn: .
Xin cm n v chc Anh/Ch thnh cng trong cuc sng!
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PH LC III: KT QU NGHIN CU
III.1 THNG K M T CC BIN QUAN ST
Descriptive Statistics Std. N Min Max Mean Deviation Statistic Skewness Statistic .257 -.182 .821 .594 -.663 -.837 -1.099 -.805 -.437 -.333 -.325 -.343 -.600 -.564 -.826 -.550 -1.033 -.973 -1.055 -1.089 .297 .378 .360 .178 Std. Error .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 .113 Kurtosis Statistic -.779 -.985 -.755 -.544 -.354 .087 1.950 .359 -.424 -1.047 -.891 -.885 -.745 -.675 .154 -.393 .875 .947 .766 .550 -.783 -1.103 -1.075 -1.077 Std. Error .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225 .225
Price_01 Price_02 Price_03 Price_04 Conve_05 Conve_06 Conve_07 Conve_08 PEasy_09 PEasy_10 PEasy_11 PEasy_12 SoInf_13 SoInf_14 SoInf_15 SoInf_16 Enjoy_17 Enjoy_18 Enjoy_19 Enjoy_20 PRisk_21 PRisk_22 PRisk_23 PRisk_24
467 467 467 467 467 467 467 467 467 467 467 467 467 467 467 467 467 467 467 467 467 467 467 467
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
3.52 3.94 3.57 3.49 3.26 3.45 3.91 3.56 3.14 2.82 3.21 3.15 3.16 3.10 3.47 3.33 3.79 3.71 3.71 3.54 2.81 2.67 2.70 2.96
.920 .892 .832 .868 1.127 1.035 .843 1.027 1.025 1.098 1.244 1.185 1.224 1.170 1.081 1.100 .990 .926 1.030 1.090 1.186 1.357 1.346 1.283
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III.2 PHN TCH TIN CY THANG O Yu t Bin quan st Gi tr trung bnh lch chun 3.52 3.94 3.57 3.49 .920 .892 .832 .868 Tng quan bin tng .681 .542 .662 .620 Crombach Alpha nu bin b loi .731 .799 .743 .761
Price_01
Mong i v gi
Price_02 Price_03 Price_04
H s Crombachs Alpha ca yu t: 0.808
Conve_05
Nhn thc s thun
3.26 3.45 3.91 3.56
1.127 1.035 .843 1.027
.531 .718 .478 .638
.762 .654 .778 .699
Conve_06 Conve_07 Conve_08

tin
H s Crombachs Alpha ca yu t: .781
Nhn thc tnh d s dng
PEasy_09 PEasy_10 PEasy_11 PEasy_12
3.14 2.82 3.21 3.15
1.025 1.098 1.244 1.185
.594 .587 .531 .610
.715 .716 .748 .703
SoInf_13
nh hng x hi
3.16 3.10 3.47 3.33
1.224 1.170 1.081 1.100
.720 .714 .594 .574
.745 .748 .803 .812
SoInf_14 SoInf_15 SoInf_16
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Yu t Cm nhn s thch th
Bin quan st
Gi tr trung bnh
lch chun
Tng quan bin tng
Crombach Alpha nu bin b loi
Enjoy_17 Enjoy_18 Enjoy_19 Enjoy_20
3.79 3.71 3.71 3.54
.990 .926 1.030 1.090
.735 .743 .793 .614
.823 .821 .797 .875
PRisk_21
Nhn thc ri ro
2.81 2.67 2.70 2.96
1.186 1.357 1.346 1.283
.706 .755 .721 .390
.738 .706 .724 .874
PRisk_22 PRisk_23 PRisk_24 Inten_25
H s Crombachs Alpha ca yu t: .815 3.46 3.39 3.55 .818 .819 .869 .606 .696 .677 .558 .779 .737 .745 .800
nh s dng
Inten_26 Inten_27 Inten_28
3.51 .803 H s Crombachs Alpha ca yu t: .814
III.3 D LIU PHN TCH NHN T EFA III.3.1 D liu phn tch nhn t EFA ln 1
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .841 7051.368 378.000 .000
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Total Variance Explained Extraction Sums of Squared Initial Eigenvalues Compo nent 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 Total 7.669 3.066 2.556 1.691 1.603 1.315 1.031 .909 .823 .799 .687 .587 .569 .541 .504 .440 .406 .371 .349 .332 .310 .280 .251 .236 .223 .202 .190 % of Variance 27.388 10.949 9.127 6.041 5.724 4.697 3.683 3.245 2.941 2.854 2.453 2.098 2.031 1.932 1.799 1.572 1.451 1.326 1.245 1.187 1.106 1.000 .898 .843 .798 .721 .678 Cumulative % 27.388 38.337 47.464 53.505 59.229 63.925 67.608 70.854 73.794 76.648 79.101 81.199 83.230 85.162 86.961 88.533 89.984 91.311 92.556 93.743 94.850 95.849 96.747 97.590 98.388 99.109 99.787 Total 7.669 3.066 2.556 1.691 1.603 1.315 1.031 Loadings % of Variance 27.388 10.949 9.127 6.041 5.724 4.697 3.683 Cumulative % 27.388 38.337 47.464 53.505 59.229 63.925 67.608 Total 2.884 2.871 2.681 2.676 2.609 2.607 2.602 Rotation Sums of Squared Loadings % of Variance 10.300 10.255 9.575 9.556 9.316 9.312 9.293 Cumulat ive % 10.300 20.555 30.130 39.686 49.002 58.315 67.608
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Rotated Component Matrixa Component
Tn bin
Tien loi-tim thong tin nhanh chong Tien loi-mua sam bat cu khi nao
M ha Conve_06 Conve_07 Conve_08 Conve_05 SoInf_16 Enjoy_19 Enjoy_18 Enjoy_17 Enjoy_20

Inten_26 Inten_25 Inten_27 Inten_28
.816 .737 .664 .615 .498 .843 .802 .798 .616 .766 .744 .726 .659 .842 .795 .754 .736 .771 .730 .643 .766 .726 .675 .645 .925 .910 .782 .442
Tien loi-mua sam bat cu luc nao
Tien loi-Tiet kiem thoi gian Xa hoi- truyen thong thuyet phuc So thich-thich thiet ke web So thich - tim hang hieu So thich-So thich cua toi So thich-khuyen mai thu hut Y dinh- du dinh sd trong tg toi Y dinh-se su dung trong tg toi Y dinh-se sd thanh thao Y dinh- se gt cho nhieu nguoi sd Gia-re hon o cua hang Gia-tiet kiem chi phi di lai Gia-tiet kiem tien do khuyen mai Gia-de so sanh gia Xa hoi-nguoi than khuyen khich Xa hoi-Dong nghiep khuyen khich Xa hoi-cong ty khuyen khich De dang-chuc nang de hieu De dang-de so sanh dac tinh sp De dang-de tim san pham De dang-de dang dang ky Rui ro-mat thong tin ca nhan Rui ro-an toan thanh toan Rui ro-khong nhu quang cao Rui ro-mat thoi gian,khong hieu qua
Price_01 Price_03 Price_04 Price_02 SoInf_13 SoInf_14 SoInf_15 PEasy_12 PEasy_11 PEasy_10 PEasy_09 PRisk_22 PRisk_23 PRisk_21 PRisk_24
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III.3.2 D liu phn tch nhn t EFA ln 2

Kt qu phn tch nhn t sau khi loi bin PRisk_24
v bin SoInf_16
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .833 6467.699 325.000 .000
Total Variance Explained Extraction Sums of Squared Initial Eigenvalues Loadings % of Compo nent 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Total 7.095 3.015 2.435 1.646 1.509 1.312 1.024 .886 .818 .670 .587 .577 .555 .493 .417 .407 .377 .343 .327 % of Variance Cumulative % 27.287 11.598 9.364 6.329 5.803 5.045 3.937 3.409 3.147 2.578 2.259 2.218 2.134 1.897 1.605 1.566 1.450 1.320 1.257 27.287 38.885 48.249 54.578 60.382 65.427 69.364 72.774 75.921 78.499 80.758 82.976 85.110 87.007 88.612 90.178 91.628 92.948 94.205 Total Varianc Cumulative e % 27.287 38.885 48.249 54.578 60.382 65.427 69.364 Total 2.812 2.665 2.654 2.554 2.511 2.435 2.404 % of Variance 10.816 10.251 10.207 9.822 9.659 9.366 9.244 Cumulative % 10.816 21.067 31.273 41.095 50.754 60.120 69.364 Rotation Sums of Squared Loadings
7.095 27.287 3.015 11.598 2.435 1.646 1.509 1.312 1.024 9.364 6.329 5.803 5.045 3.937
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Rotated Component Matrixa Component
Tn bin
So thich-thich thiet ke web So thich-So thich cua toi So thich - tim hang hieu So thich-khuyen mai thu hut Gia-re hon o cua hang Gia-tiet kiem chi phi di lai Gia-tiet kiem tien do khuyen mai Gia-de so sanh gia Y dinh- du dinh sd trong tg toi Y dinh-se su dung trong tg toi Y dinh-se sd thanh thao Y dinh- se gt cho nhieu nguoi sd
M ha Enjoy_19 Enjoy_18 Enjoy_17 Enjoy_19 Price_01 Price_03 Price_04 Price_02

Inten_26 Inten_25 Inten_27 Inten_28
1 .847 .816 .810 .604
.842 .794 .754 .736 .774 .750 .730 .658 .811 .738 .664 .596 .778 .722 .680 .658 .944 .934 .750 .794 .758 .653
Tien loi-tim thong tin nhanh chong Conve_06 Tien loi-mua sam bat cu khi nao Tien loi-mua sam bat cu luc nao Tien loi-Tiet kiem thoi gian De dang-chuc nang de hieu De dang-de so sanh dac tinh sp De dang-de tim san pham De dang-de dang dang ky Rui ro-mat thong tin ca nhan Rui ro-an toan thanh toan Rui ro-khong nhu quang cao Xa hoi-nguoi than khuyen khich Xa hoi-Dong nghiep khuyen khich Xa hoi-cong ty khuyen khich Conve_07 Conve_08 Conve_05 PEasy_12 PEasy_11 PEasy_10 PEasy_09 PRisk_22 PRisk_23 PRisk_21 SoInf_13 SoInf_14 SoInf_15
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations.
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III.4 D LIU PHN TCH TNG QUAN PEARSON

Correlations INTEN INTEN Pearson Correlation Sig. (2-tailed) N PRICE Pearson Correlation Sig. (2-tailed) N CONVE Pearson Correlation Sig. (2-tailed) N PEASY Pearson Correlation Sig. (2-tailed) N SOINF Pearson Correlation Sig. (2-tailed) N 467.000 .237** .000 467 .393** .000 467 .435** .000 467 .454** .000 467 INTEN ENJOY Pearson Correlation Sig. (2-tailed) N PRISK Pearson Correlation Sig. (2-tailed) N .389** .000 467 -.276** .000 467 467.000 .052 .262 467 .026 .574 467 .104* .025 467 PRICE -.139** .003 467 -.025 .596 467 467.000 .357** .000 467 .584** .000 467 CONVE .480** .000 467 -.086 .063 467 467.000 .436** .000 467 PEASY .412** .000 467 -.156** .001 467 467.000 SOINF .468** .000 467 -.108* .020 467 467.000 -.165** .000 467 467.000 1.000 PRICE .237** .000 467 1.000 CONVE .393** .000 467 .052 .262 467 1.000 PEASY .435** .000 467 .026 .574 467 .357** .000 467 1.000 SOINF .454** .000 467 .104* .025 467 .584** .000 467 .436** .000 467 1.000 ENJOY .389** .000 467 -.139** .003 467 .480** .000 467 .412** .000 467 .468** .000 467 ENJOY 1.000 PRISK -.276** .000 467 -.025 .596 467 -.086 .063 467 -.156** .001 467 -.108* .020 467 PRISK -.165** .000 467 1.000
**. Correlation is significant at the 0.01 level (2-tailed).
III.5 HI QUY A BIN

Model Summaryb Std. Error of the Model 1 R .620a R Square .384 Adjusted R Square .376 Estimate .52246 Durbin-Watson 2.076
a. Predictors: (Constant), PRISK, PRICE, CONVE, PEASY, ENJOY, SOINF b. Dependent Variable: INTEN
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ANOVAb Model 1 Regression Residual Total Sum of Squares 78.422 125.563 203.985 df 6 460 466 Mean Square 13.070 .273 F 47.883 Sig. .000a
a. Predictors: (Constant), PRISK, PRICE, CONVE, PEASY, ENJOY, SOINF b. Dependent Variable: INTEN
Coefficientsa
Standardized Unstandardized Coefficients Model 1 (Constant) PRICE CONVE PEASY SOINF ENJOY PRISK a. Dependent Variable: INTEN B 1.298 .214 .087 .163 .118 .131 -.103 Std. Error .205 .036 .040 .032 .033 .036 .021 .226 .104 .217 .177 .169 -.181 Coefficients Beta t 6.327 5.991 2.199 5.121 3.634 3.677 -4.843 Sig. .000 .000 .028 .000 .000 .000 .000 .939 .599 .744 .567 .636 .962 1.065 1.670 1.345 1.764 1.572 1.040 Collinearity Statistics Tolerance VIF
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III.6 D LIU PHN TCH S KHC BIT III.6.1 D liu Phn tch s khc bit theo gii tnh
Test of Homogeneity of Variances Levene Statistic INTEN PRICE 1.500 64.306 Levene Statistic CONVE PEASY SOINF ENJOY PRISK 9.254 .051 .015 .869 2.578 df1 1 1 df1 1 1 1 1 1 df2 465 465 df2 465 465 465 465 465 Sig. .221 .000 Sig. .002 .821 .902 .352 .109
ANOVA Sum of Squares INTEN Between Groups Within Groups Total PRICE Between Groups Within Groups Total CONVE Between Groups Within Groups Total PEASY Between Groups Within Groups Total SOINF Between Groups Within Groups Total ENJOY Between Groups Within Groups 2.596 201.389 203.985 7.850 220.294 228.144 2.027 286.528 288.556 .264 361.656 361.921 2.467 452.644 455.112 .328 339.778 df 1 465 466 1 465 466 1 465 466 1 465 466 1 465 466 1 465 .328 .731 .448 .503 2.467 .973 2.535 .112 .264 .778 .340 .560 2.027 .616 3.290 .070 7.850 .474 16.570 .000 Mean Square 2.596 .433 F 5.994 Sig. .015
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Total PRISK Between Groups Within Groups Total
340.105 6.764 620.748 627.511
466 1 465 466 6.764 1.335 5.067 .025
Descriptives 95% Confidence Enjoyval for Mean Std. N INTEN Male Female Total PRICE Male Female Total CONVE Male Female Total PEASY Male Female Total SOINF Male Female Total ENJOY Male Female Total PRISK Male Female Total 210 257 467 210 257 467 210 257 467 210 257 467 210 257 467 210 257 467 210 257 467 Mean 3.5536 3.4037 3.4711 3.7762 3.5156 3.6328 3.6179 3.4854 3.5450 3.0524 3.1002 3.0787 3.3238 3.1777 3.2434 3.7167 3.6634 3.6874 2.5921 2.8340 2.7252 Deviation .64272 .67040 .66162 .82784 .54866 .69970 .69652 .85040 .78690 .86547 .89510 .88128 .99543 .97938 .98825 .85390 .85556 .85431 1.12070 1.18297 1.16043 Std. Error .04435 .04182 .03062 .05713 .03422 .03238 .04806 .05305 .03641 .05972 .05583 .04078 .06869 .06109 .04573 .05892 .05337 .03953 .07734 .07379 .05370 Lower Bound 3.4661 3.3213 3.4109 3.6636 3.4482 3.5691 3.5231 3.3809 3.4734 2.9346 2.9902 2.9986 3.1884 3.0574 3.1535 3.6005 3.5583 3.6097 2.4396 2.6887 2.6197 Upper Bound 3.6410 3.4860 3.5313 3.8888 3.5830 3.6964 3.7126 3.5899 3.6165 3.1701 3.2101 3.1588 3.4592 3.2980 3.3333 3.8328 3.7685 3.7651 2.7445 2.9793 2.8307 Minimum 2.00 1.75 1.75 1.50 1.75 1.50 1.75 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.50 1.25 1.25 1.00 1.00 1.00 Maximum 5.00 5.00 5.00 5.00 4.50 5.00 5.00 5.00 5.00 4.50 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00
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III.6.2 D liu phn tch s khc bit theo tui tc

Test of Homogeneity of Variances Levene Statistic INTEN PRICE .004 35.510 Levene Statistic CONVE PEASY SOINF ENJOY PRISK 1.497 .324 .561 2.811 5.532 df1 1 1 1 1 1 df1 1 1 df2 465 465 465 465 465 df2 465 465 Sig. .222 .570 .454 .094 .019 Sig. .948 .000
ANOVA Sum of Squares INTEN Between Groups Within Groups Total PRICE Between Groups Within Groups Total CONVE Between Groups Within Groups Total PEASY Between Groups Within Groups Total SOINF Between Groups Within Groups Total ENJOY Between Groups Within Groups Total .596 203.388 203.985 21.451 206.692 228.144 .013 288.543 288.556 4.200 357.721 361.921 .949 454.162 455.112 .000 340.105 340.105 df 1 465 466 1 465 466 1 465 466 1 465 466 1 465 466 1 465 466 .000 .731 .001 .981 .949 .977 .972 .325 4.200 .769 5.459 .020 .013 .621 .021 .885 21.451 .444 48.260 .000 Mean Square .596 .437 F 1.363 Sig. .244
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PRISK
Between Groups Within Groups Total
.093 627.418 627.511
1 465 466
.093 1.349
.069
.793
Descriptives 95% Confidence Interval for Std. N INTEN Equal or under30 over 30 Total PRICE Equal or under30 over 30 Total CONVE Equal or under30 over 30 Total PEASY Equal or under30 over 30 Total SOINF Equal or under30 over 30 Total ENJOY Equal or under30 over 30 Total PRISK Equal or under30 320 147 467 320 147 467 320 147 467 320 147 467 320 147 467 Mean 3.4953 3.4184 3.4711 3.4875 3.9490 3.6328 3.5414 3.5527 3.5450 3.1430 2.9388 3.0787 3.2740 3.1769 3.2434 Deviation .66629 .65045 .66162 .63487 .73147 .69970 .81476 .72518 .78690 .88242 .86533 .88128 1.00726 .94547 .98825 .879104 .800573 .854307 1.11325 Mean Std. Error Lower Bound Upper Bound .03725 .05365 .03062 .03549 .06033 .03238 .04555 .05981 .03641 .04933 .07137 .04078 .05631 .07798 .04573 .049143 .066030 .039533 .06223 3.4220 3.3123 3.4109 3.4177 3.8297 3.5691 3.4518 3.4345 3.4734 3.0459 2.7977 2.9986 3.1632 3.0228 3.1535 3.59003 3.55828 3.60968 2.5932 3.5686 3.5244 3.5313 3.5573 4.0682 3.6964 3.6310 3.6709 3.6165 3.2400 3.0798 3.1588 3.3847 3.3310 3.3333 3.78340 3.81927 3.76505 2.8381 Minimum 1.75 2.00 1.75 1.50 3.00 1.50 1.00 1.75 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.250 1.500 1.250 1.00 Maximu m 5.00 4.50 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 4.75 5.00 5.00 4.33 5.00 5.000 5.000 5.000 5.00
320 3.68672 147 3.68878 467 3.68737 320 2.7156
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over 30 Total
147 467
2.7460 2.7252
1.26077 1.16043
.10399 .05370
2.5405 2.6197
2.9515 2.8307
1.00 1.00
5.00 5.00
III.6.3 D liu phn tch s khc bit theo thu nhp

Test of Homogeneity of Variances Levene Statistic INTEN PRICE CONVE PEASY SOINF ENJOY PRISK .072 16.679 3.711 .741 .491 6.961 .330 df1 1 1 1 1 1 1 1 df2 465 465 465 465 465 465 465 Sig. .789 .000 .055 .390 .484 .009 .566
ANOVA Sum of Squares INTEN Between Groups Within Groups Total PRICE Between Groups Within Groups Total CONVE Between Groups Within Groups Total PEASY Between Groups Within Groups Total SOINF Between Groups Within Groups Total ENJOY Between Groups Within Groups 2.417 201.568 203.985 .459 227.685 228.144 .636 287.920 288.556 1.308 360.613 361.921 4.070 451.042 455.112 .000 340.105 df 1 465 466 1 465 466 1 465 466 1 465 466 1 465 466 1 465 .000 .731 .000 .984 4.070 .970 4.196 .041 1.308 .776 1.686 .195 .636 .619 1.027 .312 .459 .490 .937 .334 Mean Square 2.417 .433 F 5.576 Sig. .019
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Total PRISK Between Groups Within Groups Total
340.105 1.875 625.636 627.511
466 1 465 466 Descriptives 95% Confidence Enterval for Mean 1.875 1.345 1.394 .238
Std. N INTEN Under or equal 5M over 5M Total 141 326 467 Mean 3.3617 3.5184 3.4711 Deviation .66172 .65695 .66162
Std. Error .05573 .03639 .03062
Lower Bound 3.2515 3.4468 3.4109
Upper Bound 3.4719 3.5900 3.5313 Minimum 2.00 1.75 1.75 Maximum 5.00 5.00 5.00
Descriptives 95% Confidence Enterval for Mean Std. N PRICE Under or equal 5M over 5M Total CONVE Under or equal 5M over 5M Total PEASY Under or equal 5M over 5M Total SOINF Under or equal 5M over 5M 141 326 467 141 326 467 141 326 467 141 326 Mean 3.5851 3.6534 3.6328 3.6011 3.5207 3.5450 2.9982 3.1135 3.0787 3.3853 3.1820 Deviation .81768 .64231 .69970 .72702 .81131 .78690 .88110 .88043 .88128 .96550 .99311 Std. Error .06886 .03557 .03238 .06123 .04493 .03641 .07420 .04876 .04078 .08131 .05500 Lower Bound 3.4490 3.5834 3.5691 3.4800 3.4323 3.4734 2.8515 3.0176 2.9986 3.2246 3.0738 Upper Bound 3.7212 3.7234 3.6964 3.7221 3.6091 3.6165 3.1449 3.2094 3.1588 3.5461 3.2902 Minimum 1.50 2.25 1.50 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 Maximum 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00
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Total ENJOY Under or equal 5M over 5M Total PRISK Under or equal 5M over 5M Total
467 141 326 467 141 326 467
3.2434 3.6862 3.6879 3.6874 2.6288 2.7669 2.7252
.98825 .94368 .81416 .85431 1.13326 1.17124 1.16043
.04573 .07947 .04509 .03953 .09544 .06487 .05370
3.1535 3.5290 3.5992 3.6097 2.4402 2.6393 2.6197
3.3333 3.8433 3.7766 3.7651 2.8175 2.8945 2.8307
1.00 1.25 1.25 1.25 1.00 1.00 1.00
5.00 5.00 5.00 5.00 5.00 5.00 5.00
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PH LC IV: TI LIU THAM KHO
IV.1 TI LIU THAM KHO NC NGOI [1] Ahasanul Haque, Javad Sadeghzadeh, Ali Khatibi (2006). Identifying Potentiality Online Sales In Malaysia: A Study On Customer Relationships Online Shopping. Multimedia University, Malaysia,Journal of Applied Business Research, Vol. 22, No. 4. [2] Ajzen I., Fishbein M. (1975). Belief, Attitude, Intention and Behavior: An Introduction to theory and research, Addition-Wesley, Reading, MA. [3] Allen C. Johnston, Merrill Warkentin (2008). The online consumer trust construct: a web merchant practitioner perspective. Mississippi State University, Proceedings of the 7th Annual Conference of the Southern Association for Information Systems. [4] Anders Hasslinger, Selma Hodzic, Claudio Opazo (2007). Customer behaviour in Online Shopping. Kristianstad University, Master thesis. [5] Bauer, R. A. (1960). Consumer Behavior As Risk Taking, In D. Cox (ed.), Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, pp. 23-34. [6] Cheung C.M.K., Lee M.K.O. (2005). Research Framework for Consumer Satisfaction with Internet Shopping. City University of Hong Kong, China. Sprouts:Working Papers on Information Systems, 5(26). http://sprouts.aisnet.org/5-26. [7]. Davis, D. Fred, and Arbor, Ann. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly September 1989. [8]. Eliasson Malin, Holkko Lafourcade Johanna, Smajovic Senida (2009). A study of womens online purchasing behavior. Jnkping University.
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[9]. Hairong Li, Cheng Kuo, Martha G. Russell (1999) The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumers Online Buying Behavior. Retrieved JCMC 5 (2). [10] Jonna Isaksson, Stephanie Xavier (2009). Online communities segments and buying behaviour profiles. Hogskolan I Boras, Master thesis. [11] Joongho Ahn, Jinsoo Park & Dongwon Lee (2000), On the explanation of factors affecting e-Commerce adoption (ECAM). Carlson School of Management, University of Minnesota. [12] Joongho Ahn, Jinsoo Park, Dongwon Lee (2001). Risk Focused e-Commerce adoption model- A cross Country Study. Carlson School of Management, University of Minnesota. [13] Lidia C.& Paul C. & Harold T. l (2006). Validating the Unified Theory of Acceptance and Use of Technology (UTAUT) tool cross-culturally. University of Wales Swansea. [14] Lina Zhou, Liwei Dai, Dongsong Zhang (2007). Online shopping acceptance model a critical survey of consumer factors in online shopping. Journal of Electronic Commerce Research, VOL 8, NO.1. [15] Mitra Karami (2006). Factors infuencing adoptions of online ticketing. Lulea University of Technology, Master thesis. [16] Moon J-W & Kim Y.G (2001). Extending the TAM for a World-Wide-Web context. Information and Management, Vol. 38, p. 217-230. [17] Morteza A. Safavi (2007). Predicting important factors of customer behaviour on Online Shopping in Iran. Lulea University of Technology, Master Thesis. [18] Nielsen Consultant Association (2008). Trends in Online Shopping a Global Nielsen Consumer Report. Online Shopping Takes Off. Retrieved April 14, 2008. [19] Oded Lowengart, Noam Tractinsky (2001). Differential effects of product category on shoppers selection of web-based stores: a probabilistic modeling approach. Journal of Electronic Commerce Research, VOL. 2, NO. 4.
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[20] Saeed Monbeini (2008). The role of Loyal Consumers on Groccery Ecommerce Adoption in Iran. Lulea University of Technology, Master Thesis. [21] Shan-Yan Huang, Ci-Rong Li, Chen-Ju Lin (2007). A literature review of online trust in business to consumer e-commerce transations, 2001-2006. Information Systems, Volume 8, No. 2. [22] Sherry Y. Chen, Robert D. Macredie (2005). The assessment of usability of electronic shopping: A heuristic evaluation. International Journal of Information Management 25 (2005) 516532. [23] Sirkka L. Jarvenpaa, Noam Tractinsky, Lauri Saarinen Michael Vitale (1999). Consumer Trust in an Internet Store: A Cross-Cultural Validation. Retrieved JCMC 5. [24] Suha A. & Annie M. (2008). The Use of the UTAUT Model in the Adoption of E-government Services in Kuwait. Proceedings of the 41st Hawaii Enjoynational Conference on System Sciences. [25] Suha AlAwadhi, Anne Morris (2008). The Use of the UTAUT Model in the Adoption of E-government Services in Kuwait. Proceedings of the 41st Hawaii International Conference on System Sciences. [26] Sun Lu (2009). On Consumer Confidence in the Online Store. International Symposium on Web Information Systems and Applications (WISA09) Nanchang, P. R. China, May 22-24, 2009, pp. 419-423. [27] Tero P. & Kari P. & Heikki K. & Seppo P. (2004). Consumer Acceptance of online banking: an extension of the technology acceptance model, Internet Research. Emerald Group Publishing Limited. ISSN 1066-2243, Volume 14Number 3- 2004, p. 224-235. [28] Tzy-Wen Tang, Wen-Hai Chi (2009). The Role of Trust in Customer Online Shopping Behavior: Perspective of Technology Acceptance Model. National Dong-Hwa University, Taiwan.
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[29] Ulhas Rao (2007). Adoption and Non-Adoption: Profiling Internet Usage among Tourists to New Zealand. Waikato Management School, The University of Waikato, Hamilton, New Zealand. [30] Venkatesh, V., M. Morris, G. Davis and F. Davis (2003). User acceptance of information technology: toward a unified view. MIS Quarterly, p.425-478. [31] Xi Zhang, Yu Tang (2006). Customer Perceived E-service Quality in Online Shopping. Lulea University of Technology, Master Thesis. IV.2 TI LIU THAM KHO TRONG NC [32] Bo co thng mi in t Vit Nam (2008). B Thng Mi. Pht hnh thng 2/2009. [33] Hong Mai (2009). T l ngi Vit dng Internet tng gp 100 ln. Bo in t Cng an nhn dn. Pht hnh ngy 25/09/2009. ng dn: http://ca.cand.com.vn/vi-vn/thoisuxahoi/tintucsukien/2009/9/151977.cand. [34] Hong Trng, Chu Nguyn Mng Ngc (2005). Phn Tch D Liu Nghin Cu vi SPSS. NXB Thng K. [35] L Ngc c (2008). Kho st mt s yu t tc ng n xu hng s dng thanh ton in t. Lun Vn Thc S - Qun Tr Kinh Doanh, i Hc Bch Khoa TP.HCM. [36] L Nguyn Hu (2008). Phng php nghin cu trong kinh doanh, Bi ging mn hc lp Cao Hc Qun Tr Kinh Doanh, i Hc Bch khoa TP.HCM. [37] Nguyn nh Th, Nguyn Th Mai Trang (2007). Nghin cu khoa hc marketing. ng dng m hnh cu trc tuyn tnh SEM. NXB i hc Quc gia TPHCM. [38] Phm B Huy (2004). Kho st mt s yu t tc ng n s sn sng ca Thng mi in t, Lun Vn Thc S QTKD, i Hc Bch Khoa TPHCM. [39] Sn Ngc (2010). Nhn nhp mua bn trc tuyn. Bo Tin Phong. Pht hnh ngy 10/03/2010. ng dn:http://www.tienphong.vn/Kinh-Te/188434/Nhon -nhip-mua-ban-truc-tuyen.html.
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L LCH TRCH NGANG
I. THNG TIN C NHN H tn

HONG QUC CNG
Ngy sinh
01_/01_/_1979
S CMND. 361698376 Tnh trng hn nhn

c thn Lp gia nh Tui : 31
Cp ngy 02/ 04/ 2010 a ch lin h
Ni sinh Tp Cn Th T i Cn Th
Nam: N : Quc tch Vit Nam
69/1/25/5 TCH03 phng Tn Chnh Hip, Qun 12, tp H Ch Minh S T nh :08-62520058 S TD: 0904421280 Email: _hquoccuong@gmail.com
II. QU TRNH O TO
Thi gian T 2008- nay T 1997 - 2002 Tn Trng a ch Ngnh Hc Vn bng H Bch Khoa TP H Ch Minh Qun tr kinh doanh Cao hc QTKD 268 L Thng Kit, Q10, HCM H Bch Khoa TP H Ch Minh in t - Vin K s in t268 L Thng Kit, Q10, HCM Thng Vin Thng
III. QU TRNH LM VIC

Thi gian 2010 - nay 2008 - 2009 2006 - 2008 2002 - 2006 Tn cng ty a ch Cng ty Thermtrol Vit Nam 56 i l c Lp, VSIP, Bnh Dng Cng ty Memsonics Vit Nam ng 4, KCN ng An, Bnh Dng Cng ty Sonion Vit Nam L I3-9 SHTP, Q9, TP HCM Cng ty ESTec Vit Nam S 6 ng 6,VSIP, Bnh Dng Chc v Trng phng iu hnh Thermo Protector kim Trng phng qun l d n Trng phng sn xut K s cht lng K s nghin cu
Ph luc- 29

Nghien Cuu Cac Yeu To Anh Huong Den y Dinh Su Dung Dich Vu Mua Hang Dien Tu Qua Mang Nam 2010

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Nghien Cuu Cac Yeu To Anh Huong Den y Dinh Su Dung Dich Vu Mua Hang Dien Tu Qua Mang Nam 2010

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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

TP.H CH MINH, thng 7 nm 2010

KHOA QUN L CNG NGHIP

TP. HCM, ngy 30 thng 06 nm 2010

NHIM V LUN VN THC S

Ni dung v cng Lun Vn Thc S c Hi ng Chuyn Ngnh thng qua.

TP.HCM, thng 7 nm 2010

Hong Quc Cng

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

MHTQM : Mua hng in t qua mng

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

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

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

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

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

23% 17% 19%18% 19% 10% 16%16% 16% 14%

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Hnh vi mua Nhn thc tnh d s dng

Nhn thc ri ro lin quan n sn phm dch v

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Chng 3. Phng php nghin cu

Chng 3. PHNG PHP NGHIN CU

S qu trnh nghin cu nh hnh 3.1

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Hnh 3.1 S qu trnh nghin cu

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c) Thang o nhn thc tnh d s dng:

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f) Thang o nhn thc ri ro khi s dng

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Chng 3. Phng php nghin cu

INTEN = 0 + 1PRICE + 2CONVE + 3PEASY + 4SOINF+ 5* ENJOY + 6*