Professional Documents
Culture Documents
NG TRUNG KIN
CC YU T NH HNG N
XU HNG S DNG DCH V 3G
TI THNH PH H CH MINH
LI CM N
hon thnh bi lun vn ny, ti nhn c rt nhiu s ng vin v
khch l ca Thy C, bn b v gia nh.
Li u tin, ti xin chn thnh cm n qu Thy C khoa sau i Hc
Trng i Hc Kinh T TP.HCM, nhng ngi nhit tnh ging dy v truyn t
cho ti nhng kin thc qu bu trong sut thi gian hc tp. c bit xin cho ti gi
li cm n su sc nht n Thy Nguyn nh Th, l ngi hng dn v ch bo
ti tn tnh trong sut qu trnh thc hin v hon thnh lun vn ny.
Xin cm n bn b, ngi thn, ng nghip, cc anh ch v cc bn hc vin
cao hc khoa Qun tr kinh doanh dnh cht thi gian tr li bng cu hi phng
vn.
Nhn y, ti cng xin gi li cm n nhng ngi thn trong gia nh
lun ng h v h tr ti rt nhiu trong qu trnh hc tp v lm bi trong sut thi
gian va qua.
TP H Ch Minh, thng 8 nm 2011
Ng Trung Kin
TM TT
Dch v 3G trong thi gian qua c cc nh cung cp dch v quan tm u t
nhiu nhng s lng thu bao s dng dch v ny vn cn t do cc dch v, tin ch
cung cp cha thc s gn kt vi nhu cu ca khch hng. V vy, ti c hnh
thnh nghin cu loi hnh dch v mi ny nhm xc nh cc yu t nh hng
n xu hng s dng dch v 3G ti thnh ph H Ch Minh cng nh mc nh
hng ca tng yu t. T , a ra mt s kin ngh i vi cc nh cung cp dch
v nhm a dch v ny n vi khch hng.
Nghin cu c thc hin qua hai giai on. Nghin cu nh tnh s b c
thc hin trc thng qua k thut phng vn su vi kch thc mu l 10, trong
c 4 ngi l nhn vin cc cng ty cung cp dch v v 6 ngi l khch hng, nhm
iu chnh thang o ph hp vi i tng nghin cu. Nghin cu nh lng chnh
thc c thc hin sau vi kch thc mu l 204. D liu c m ha v a vo
phn tch vi s h tr ca phn mm SPSS.
Kt qu nghin cu cho thy c 2 yu t nh hng n xu hng s dng dch
v 3G l: Li ch cm nhn, Cm nhn v dch v. Do , nhng nh cung cp dch v
cn quan tm hn n vic cung cp nhng tin ch em li li ch tht s cho ngi
tiu dng v nng cao cht lng dch v cung cp.
Mc d cn nhiu hn ch, tuy nhin nhng kt qu m nghin cu mang li
cng gip cho cc nh cung cp dch v c mt ci nhn tng quan v xu hng s
dng dch v 3G, qua ra cc chin lc pht trin nhm khai thc khch hng
mt cch hiu qu nht.
MC LC
LI CM N..............................................................................................................................1
TM TT ...................................................................................................................................3
MC LC ...................................................................................................................................4
DANH MC HNH V ..............................................................................................................6
DANH SCH BNG BIU .......................................................................................................7
CHNG 1: GII THIU ......................................................................................................8
DANH MC HNH V
Hnh 2.1 M hnh nghin cu. ...................................................................................... 19
Hnh 3.1 Quy trnh nghin cu ..................................................................................... 22
Hnh 4.1 M hnh nghin cu hiu chnh ..................................................................... 41
hin ti v tng lai. Kinh nghim quc t cho thy, 3G chnh l xu hng pht trin
tt yu ca cng ngh thng tin di ng.
Hin nay, ti th trng Vit Nam, cc nh cung cp dch v 3G u da trn
mng 2G c u t, pht trin mnh m trong thi gian qua. Kinh nghim trn
th gii cho thy tt c cc mng 3G thnh cng u phi da trn mng 2G, s c li
th l gim c sut u t do mng 3G tn dng c c s h tng ca mng 2G
nn c iu kin gim gi thnh. Hn na, c cu dn s ca Vit Nam l dn s tr, v
vy nhu cu tm hiu, khm ph cc dch v tin ch, cc cng ngh mi s cao hn,
nhng ngi tr tui thng s d dng chp nhn nhng s thay i, nhng ci mi.
Cc thit b truy cp 3G nh USB HSPA hay in thoi di ng 3G ngy cng gim
gi cng l yu t v cng quan trng. Ti thi im nm 2009, gi ca USB 3G tc
7,2 Mbps ln ti 120 - 150 USD, th hin ch cn vo khong 40 - 50 USD; gi in
thoi 3G ang ngy mt gim, ngi s dng dch v 3G ti Vit Nam cng c th
s hu c th truy cp trc tip hoc dng lm modem kt ni vi my vi tnh.
Thc cht mng 3G c trin khai ti mt s nc t nm 2001 nhng do
mt s nguyn nhn nh: hiu sut cng ngh, cc dch v ni dung khng phong ph,
gi my u cui cn kh cao nn dch v 3G khng pht trin mnh m nh
c mong i. Ti thi im ny, a s cc hn ch c nu trn u c
gii quyt. Do , vic pht trin dch v 3G hin nay l thch hp vi th trng Vit
Nam.
S lc mt s nh cung cp dch v 3G hin nay:
VinaPhone ang l mt trong 3 mng di ng c s thu bao ln nht hin nay,
vi li th trin khai mng 2G trong nhiu nm v vi hn 22 triu thu bao ang
hot ng, d kin s u t hn 1 t USD cho mng 3G trong vng 15 nm ti. Ti
Vietnam Mobile Awards 2010 (VMA 2010) - l trao gii thng thng nin duy nht
v lnh vc thng tin di ng ca Vit Nam, VinaPhone c nhn gii thng
Mng in thoi di ng c dch v 3G tt nht
MobiFone ang l mng di ng c s lng khch hng kh l tng bi y
l nhng khch hng thuc din giu c nht Vit Nam. Nhng khch hng ny ch
yu tp trung ti cc thnh ph ln v h s sn sng s dng ngay dch v 3G. ng
thi, nhng i tng khch hng ny s i hi cht lng dch v tt nht v phong
cch phc v chuyn nghip nht, MobiFone vn ang l mng di ng p ng
10
11
- Khm ph vai tr kim sot ca Gii tnh, Nhm tui, Thu nhp bnh qun vi
Xu hng s dng dch v 3G.
1.4 ngha thc tin ca ti:
Nghin cu ny nhm a ra ci nhn tng quan v tim nng pht trin ca
dch v 3G trn th trng. Qua , gip cho cc cng ty cung cp dch v 3G nhn
dng c cc khch hng tim nng ca mnh c nhng chin lc thch hp.
1.5 i tng v phm vi nghin cu:
Phm vi nghin cu: a bn Thnh ph H Ch Minh, l trung tm kinh t ti
chnh ca c nc, ni ngi dn c thu nhp bnh qun cao v c nhiu iu kin
thun li trong vic tip cn nhng cng ngh mi.
i tng nghin cu: Ngi dn sng ti thnh ph H Ch Minh, gii hn
tui t 16 tui tr ln, bao gm c nhng ngi bit hay cha bit g v dch v 3G.
1.6 Kt cu ca bo co lun vn:
Lun vn gm c 5 chng:
Chng 1 gii thiu tng quan v ti nghin cu. Chng 2 s gii thiu v
cc c s l thuyt v cc nghin cu trc y, t xut m hnh nghin cu cho
ti ny. T cc khi nim v m hnh nghin cu chng 2, chng 3 s gii
thiu phng php nghin cu s dng xy dng, hiu chnh nh gi cc thang o
khi nim nghin cu v kim nh gi thuyt ra. Chng 4 s trnh by cc kt qu
phn tch v a ra mt s xut i vi nh cung cp dch v. Chng 5 s trnh
by cc kt qu chnh, ngha thc tin, mt s hn ch ca ti v xut hng
nghin cu tip theo.
12
CHNG 2: C S L THUYT
Chng 1 gii thiu tng quan v ti v dch v 3G. Trong chng ny s
gii thiu v cc c s l thuyt v cc nghin cu trc y, t xut m hnh
nghin cu cho ti ny.
2.1 nh ngha v dch v:
Theo Zeithaml & Bitner (2005), dch v l nhng hnh vi, qu trnh v vic
thc hin nhm mc ch to gi tr cho khch hng, tha mn nhu cu ca khch
hng.
Dch v c cc tnh cht c im nh sau:
+ Tnh ng thi
+ Tnh a dng.
+ Tnh v hnh.
+ Tnh khng lu tr.
Phn loi dch v c chia theo ba phng php:
+ Mc phn on trong giao tip.
+ T trng vn, lao ng.
+ Da vo giao tip.
c im loi hnh dch v 3G l theo yu cu ca khch hng cao, mc
phn on trong giao tip thp, t l lao ng thp, t trng vn cao.
2.2 Thuyt nhn thc ri ro (TPR - Theory of Perceived Risk):
Theo Bauer (1960): Ri ro nhn thc c nh ngha bao gm 2 thnh phn
chnh l xc sut ca mt mt mt v cm gic ch quan ca hu qu xu. Thuyt nhn
thc ri ro TPR c Bauer xy dng 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 (PRP- Perceived Risk with Product/Service) v (2) nhn thc ri ro
lin quan n giao dch trc tuyn (PRT- Perceived Risk in the Context of Online
Transaction).
* Thnh phn nhn thc ri ro lin quan n sn phm/dch v: Cc dng
nhn thc ri ro: mt tnh nng, mt ti chnh, tn thi gian, mt c hi v nhn thc
ri ro ton b vi sn phm/dch v (tng ca nhn thc bt nh hoc bn khon ca
ngi tiu dng khi mua sn phm).
13
* 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 thng mi in t trn cc
phng tin thit b in t lin quan n: s b mt (privacy), s an ton - chng
thc (security- authentication), khng khc t (nonrepudiation), v nhn thc ri ro
ton b v giao dch trc tuyn.
i vi dch v 3G l mt dch v mi, ng dng cng ngh mi vo vic tha
mn nhu cu ca ngi tiu dng. Do , cng cn phi kho st yu t nhn thc ri
ro khi nh gi xu hng s dng dch v 3G.
2.3 Thuyt hnh ng hp l (TRA - Theory of Reasoned Action):
Thuyt hnh ng hp l TRA c Ajzen v Fishbein xy dng t nm 1967
v c hiu chnh m rng theo thi gian. M hnh TRA (Ajzen v Fishbein, 1975)
cho thy xu hng tiu dng l yu t d on tt nht v hnh vi tiu dng. quan
tm hn v cc yu t gp phn n xu hng mua th xem xt hai yu t l thi v
chun ch quan ca khch hng.
Trong m hnh TRA, thi c o lng bng nhn thc v cc thuc tnh
ca sn phm. Ngi tiu dng s ch n nhng thuc tnh mang li cc ch li cn
thit v c mc quan trng khc nhau. Nu bit trng s ca cc thuc tnh th
c th d on gn kt qu la chn ca ngi tiu dng.
Yu t chun ch quan c th c o lng thng qua nhng ngi c lin
quan n ngi tiu dng (nh gia nh, bn b, ng nghip,); nhng ngi ny
thch hay khng thch h s dng. Mc tc ng ca yu t chun ch quan n xu
hng mua ca ngi tiu dng ph thuc: (1) mc ng h/phn i i vi vic
mua ca ngi tiu dng v (2) ng c ca ngi tiu dng lm theo mong mun ca
nhng ngi c nh hng.
T vic kho st, nh gi thi v chun ch quan ca ngi tiu dng i
vi hnh vi s dng dch v 3G s nh gi c xu hng s dng dch v 3G.
2.4 Thuyt hnh vi d nh (TPB - Theory of Planned Behaviour):
Thuyt hnh ng hp l TRA b gii hn khi d on vic thc hin cc hnh
vi ca ngi tiu dng m h khng th kim sot c; yu t v thi i vi hnh
vi v chun ch quan khng gii thch cho hnh ng ca ngi tiu dng. V
vy, thuyt hnh vi d nh TPB (Theory of Planned Behaviour) c Ajzen (1985)
xy dng bng cch b sung thm yu t nhn thc kim sot hnh vi vo m hnh
14
TRA. Thnh phn nhn thc kim sot hnh vi phn nh vic d dng hay kh khn
khi thc hin hnh vi; iu ny ph thuc vo s sn c ca cc ngun lc v cc c
hi thc hin hnh vi.
L thuyt TPB (Ajzen, 1991) cho rng l ng c hay nh tiu dng nh l
nhn t thc y c bn ca hnh vi ngi tiu dng. ng c ny b dn dt bi ba
tin t c bn l thi , nh hng x hi v kim sot hnh vi c cm nhn.
-Thi c gi thuyt l mt trong nhng nhn t quyt nh chnh trong
vic l gii hnh vi tiu dng. Thi c nh ngha l mt xu hng tm l c
bc l thng qua vic nh gi mt thc th c th vi mt s mc thch-khng
thch, tha mn-khng tha mn v phn cc tt-xu (Eagly & Chaiken, 1993).
- Cc chun mc x hi th hin l cc nim tin ca mt ngi v liu ai c
ngha (vi anh ta hoc c ta) ngh rng anh ta hoc c ta nn hay khng nn t rng
buc mnh vo hnh vi . Nhng ngi c ngha l nhng ngi m cc s thch
ca h v hnh vi ca anh ta hoc c ta trong lnh vc ny l quan trng i vi anh ta
hoc c ta (Eagly & Chaiken, 1993). Cng vi thi , nh hng x hi l nhn t
quan trng dn n ng c tiu dng vi t cch nh hnh vi (Ajzen&Fishbein,
1975).
- Kim sot hnh vi c cm nhn: Trong l thuyt TPB, Ajzen (1991) tp
trung vo khi nim kim sot hnh vi c cm nhn nh l nim tin ca mt ngi
v s kh khn hay d dng ra sao trong vic thc hin mt hnh vi. Mt ngi ngh
rng anh ta hoc c ta s hu cng nhiu ngun lc v c hi th ngi d bo cng
c t cc cn tr v do s kim sot hnh vi ca ngi cng ln. Cc nhn t
kim sot c th l bn trong ca mt ngi (k nng, kin thc) hoc l bn ngoi
ngi (thi gian, c hi, s ph thuc vo ngi khc), trong s ni tri l cc
nhn t thi gian, gi c, kin thc. Trong m hnh ny, kim sot hnh vi cm nhn
c tc ng trc tip n c nh ln hnh vi tiu dng.
2.5 M hnh chp nhn cng ngh (TAM - Technology Acceptance Model):
Theo Davis (1989): TAM c pht trin gii thch hnh vi s dng my
tnh, xy dng da trn m hnh TRA.
Da vo m hnh xc nh c cc yu t nh hng n quyt nh vic khi
no s dng my tnh. V cc nh nghin cu cng khng nh TAM l mt trong
15
nhng m hnh nh hng nht, l i din cho mt ng gp quan trng cho l thuyt
hnh vi s dng v chp nhn.
ti c th ng dng l thuyt ny lm c s trong vic phn tch cc yu
t nh hng n xu hng s dng dch v 3G-mt mt no , cng c xem l
cng ngh mi, tng t nh vic phn tch hnh vi s dng i vi my tnh trong
giai on u.
2.6 M hnh kt hp TAM v TPB:
M hnh TAM khng bao gm cc yu t v nh hng x hi v nhn thc
kim sot hnh vi; trong khi , nhng yu t ny c ngha trong cc nghin cu v
hnh vi chp nhn s dng cng ngh thng tin (Mathieson 1991; Taylor & Todd
1995).
Taylor v Todd (1995) b sung vo m hnh TAM hai yu t chnh l chun
ch quan v nhn thc kim sot hnh vi cung cp vic kim nh hon chnh v
cc yu t quan trng trong vic s dng cng ngh thng tin, gi l m hnh TAM
c gia tng (Augmented TAM) hoc m hnh kt hp TAM v TPB (C-TAMTPB).
M hnh TAM quan tm nhiu n tc ng s nhn thc n vic chp nhn
ca ngi s dng; cc bin v thi trong TPB gii thch quan trng v s nhn
thc ca ngi s dng. Vic kt hp hai m hnh TAM v TPB trong cng lnh vc
(domain) s to ra sc mnh trong vic d on tt hn l s dng ring l m hnh
TAM hoc TPB.
Taylor v Todd cho rng vic tng thm cc yu t cho TAM (kt hp thuyt
hnh vi d nh TPB) s cung cp m hnh thch hp cho vic s dng sn phm cng
ngh thng tin, bao gm i tng c v cha c kinh nghim s dng. M hnh CTAM-TPB c dng d on xu hng s dng ca i tng cha s dng cng
ngh trc y; tng t nh vic d on thi quen s dng ca i tng s
dng hoc c quen thuc vi cng ngh.
2.7 Cc nghin cu trc:
Nghin cu ca Ledden v ctg (2007):
Ledden v ctg (2007) nghin cu ti Mi quan h gia gi tr c nhn v
gi tr nhn c t gio dc a ra cc thang o gi tr chc nng, S hi sinh v ti
16
17
hay khng tiu dng dch v. Xu hng tiu dng l mt yu t quyt nh hnh vi
tiu dng dch v.
2.8.2 Ri ro cm nhn:
c xem l bt trc m khch hng i mt khi h khng th lung trc hu
qu ca quyt nh s dng. Khch hng b nh hng bi cc ri ro m h nhn thc,
cho d ri ro c tn ti hay khng (Chan v Lu, 2004). ng thi, yu t ny da
trn Thuyt nhn thc ri ro TPR trong ch trng n thnh phn nhn thc ri ro
lin quan n sn phm/dch v. Ngi s dng dch v c suy ngh, nhn thc v ri
ro lin quan n dch v khi s dng dch v 3G v l dch v mi nn c th em li
mt s ri ro. y, gi thuyt t ra l:
H1: C mi quan h m gia Ri ro cm nhn v Xu hng s dng dch v.
2.8.3 Li ch cm nhn:
Trong m hnh chp nhn cng ngh (TAM), li ch cm nhn cp n mc
ngi s dng tin tng rng vic s dng mt h thng c th (sn phm ca
cng ngh thng tin) s nng cao kt qu v hiu sut cng vic ca mnh (Davis,
1989). Ngi s dng dch v c suy ngh, nhn thc v li ch lin quan n dch v.
Nu khch hng cm thy dch v mang li nhiu li ch cho bn thn, h s c mong
mun c s dng dch v trong cng vic, cuc sng v khi khch hng cm nhn
dch v s khng em li li ch nh mong mun, h s khng sn sng s dng dch
v.
H2: C mi quan h dng gia Li ch cm nhn v Xu hng s dng dch
v.
2.8.4 S thun tin:
S thun tin cp n vic ngi s dng tin rng s dng mt h thng c
th (sn phm ca cng ngh thng tin) s khng cn n lc nhiu v d dng khi s
dng h thng (Davis, 1989). Yu t ny cng c xy dng da trn M hnh chp
nhn cng ngh TAM v c im ca loi hnh dch v 3G.
H3: C mi quan h dng gia S thun tin v Xu hng s dng dch v.
2.8.5 nh hng ca ngi thn:
L mc nh hng t thi ca nhng ngi c lin quan i vi vic la
chn dch v ca ngi tiu dng. Yu t ny c xy dng da trn yu t Chun
ch quan ca Thuyt hnh vi d nh TPB, c o lng thng qua nhng ngi c
18
lin quan n ngi s dng (nh gia nh, bn b, ng nghip, i tc, khch
hng...); nhng ngi ny thch hay khng thch h mua. Thi phn i ca nhng
ngi nh hng cng mnh v ngi s dng cng gn gi vi nhng ngi ny th
cng c nhiu kh nng ngi s dng s iu chnh xu hng s dng dch v ca
mnh. V ngc li, mc a thch ca ngi s dng i vi dch v s tng ln
nu c mt ngi no c ngi s dng a thch cng ng h vic s dng dch
v ny. V dch v ny phc v cho nhu cu c nhn nn cc nh hng x hi c
nghin cu trong ti l nh hng ca ngi thn. y xy dng kho st tc
ng mong mun/khuyn khch ca nhng ngi ny ln ngi tiu dng i vi vic
s dng dch v 3G.
H4: C mi quan h dng gia nh hng ca ngi thn v Xu hng s
dng dch v.
2.8.6 Gi tr tri thc:
L li ch t kh nng cung cp khi dy s t m, cung cp tnh mi l hay
tha mn mong mun hiu bit (Stafford,1994). Tnh mi l thng l nguyn nhn
chnh th dng dch v mi hoc dch v c ci tin nhng trong kt qu ca mt
vi nghin cu trc cho rng kha cnh mi l c th nh hng tiu cc mt cch
tng th n gi tr cm nhn v n cng nh hng mt cch khng trc tip n
nh hnh vi. L do chnh thc t l c mt s hng ha v dch v c th khng c
s dng tip sau khi c th, v tnh mi khng thu ht s quan tm ca ngi tiu
dng. Tuy nhin, tnh mi l nhn tng th c xem l tch cc, to ra s t m v
quan tm i vi sn phm v dch v mi (Phng, 2011).
H5: C mi quan h dng gia Gi tr tri thc v Xu hng s dng dch v.
2.8.7 S hi sinh v ti chnh:
L s hi sinh iu kin v ti chnh, v d nh hc ph, chi ph n , chi ph mua
sch v,... (Cronin et al., 1997). Phn nh s chp nhn ca khch hng i vi chi ph
khi s dng dch v. Nu khch hng nhn thc c rng chi ph s dng dch v
m h b ra l khng ng k hoc n xng ng vi gi tr tin ch m h nhn c,
th h s sn sng chp nhn s dng dch v. Ngc li, nu khch hng nhn thy
dch v m h nhn c khng xng ng vi chi ph m h b ra hoc chi ph
chuyn i qu cao th h s khng sn sng s dng dch v. Gi thuyt t ra l:
19
LI CH CM NHN
S THUN TIN
NH HNG NGI
THN
GI TR TRI THC
S HI SINH V TI
CHNH
HNH NH NH
CUNG CP
XU HNG S
DNG DCH V
20
TM TT
Chng 2 trnh by tm tt cc l thuyt, m hnh nghin cu ca cc nh
nghin cu trc c s dng nh l nn tng l thuyt v nhng kin thc k tha
cho ti nghin cu ny. Trn c s cc m hnh nghin cu ca cc tc gi trn, c
s chn lc, hiu chnh cho ph hp vi dch v cn nghin cu, tc gi a ra m
hnh nghin cu s dng 7 yu t l:
(2) Li ch cm nhn, (3) S thun tin, (4) nh hng ngi thn, (5) Gi tr
tri thc, (6) S hi sinh v ti chnh, (7) Hnh nh nh cung cp. Cc yu t ny c
tng quan dng n xu hng s dng dch v 3G. Ring yu t (1) Ri ro cm
nhn c tng quan m n xu hng s dng dch v 3G.
21
K thut
Tho lun tay i, s lng phng vn l 10 ngi (v tip tc phng vn
cng khng tm hiu thm c ngha ca d liu).
Tp trung tm hiu cc yu t nh hng n xu hng s dng trong m
hnh nghin cu, hiu chnh thang o, cc khi nim, thut ng lin quan.
Thu thp d liu s cp.
Hnh thc phng vn: phng vn trc tip hoc qua email i tng
nghin cu thng qua bng cu hi nghin cu
22
23
+ Kim tra cch s dng t ng trong tng cu hi ca tng bin quan st nhm
m bo rng phn ng i tng phng vn hiu ng v r ngha.
+ Kim tra s b mi tng quan ca cc gi thuyt a ra trong m hnh
nghin cu.
Kt qu ca nghin cu nh tnh l c s xy dng bng cu hi cho nghin
cu nh lng. Cc thang o c tha k t cc nghin cu trc, tuy nhin, cc sn
phm, dch v khc nhau cng nh th trng cc quc gia khc nhau s c nhng
c im khc nhau.
Trong nghin cu ny, nghin cu nh tnh c thc hin bng k thut
phng vn su 10 ngi, trong c 4 ngi l nhn vin ca cc cng ty cung cp
dch v 3G nh Viettel, Mobifone, Vinaphone. S cn li l cc khch hng s dng
dch v in thoi di ng c phng vn thng qua dn bi lp sn km bng thang
o s b nhm khm ph ra cc yu t mi nh hng n xu hng s dng dch v
ca khch hng cng nh iu chnh, b sung cc thang o.
Kt qu ca nghin cu s b s gip cho tc gi hiu c cm nhn ca
khch hng i vi dch v 3G, ng thi c th hiu chnh v b sung mt s thang
o cho ph hp, loi b cc thang o khng ph hp vi mc tiu nghin cu, c tnh
ca dch v v th trng.
3.2.2 Cch thc hin:
- Thc hin phng vn su gia tc gi vi i tng tham gia nghin cu nh
tnh thu thp d liu lin quan, gm 2 i tng:
+ i tng l nhn vin ca cc cng ty cung cp dch v 3G:
Vic chn phng vn cc i tng ny v h l nhng thnh vin ca cc nh
cung cp dch v 3G nn s am hiu su v cng ngh ny, xc nh c cc dch
v, tnh tin ch cng nh cc dch v h tr ca cc nh cung cp l g, lm c s cho
vic thnh lp bng cu hi v s kho st xem ph hp vi nhu cu ca khch
hng hay cha.
+ i tng l khch hng:
Tc gi s chn ra khong 6 khch hng l bn b, ng nghip phng vn.
c im chung ca cc i tng ny l ang lm vic cc cng ty, c quan, ang
s dng in thoi di ng v thuc thnh phn tr, c thu nhp t cng n vic lm v
24
25
26
27
28
STT
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
Ri ro cm nhn
Lo ngi do cha hiu nhiu v dch v 3G.
Lo ngi khng kt ni c vi mng di ng hin ti.
Lo ngi cht lng dch v khng ging nh qung co.
Li ch cm nhn
S dng dch v 3G trong cng vic gip ti tng hiu qu cng vic
S dng dch v 3G gii tr gip ti cm thy thoi mi hn
Ni chung, dch v 3G em li li ch cho ti
S thun tin
Ti c th d dng tm c cc thng tin lin quan n dch v 3G
Dch v 3G gip ti c th s dng mi ni, mi lc
Ti c th s dng dch v 3G m khng cn s h tr
Ni chung, dch v 3G em li s thun tin cho ti
nh hng ca ngi thn
Gia nh ti khuyn ti nn s dng
Bn b ti khuyn ti nn s dng
ng nghip ti khuyn ti nn s dng
Ni chung, nhng ngi ti quen khuyn ti nn s dng
Gi tr tri thc
S dng dch v 3G gip ti tri nghim cng ngh mi
S dng dch v 3G gip ti tri nghim nhng tnh nng mi
S dng dch v 3G gip ti tha mn s hiu k
S hi sinh v ti chnh
S dng dch v 3G s em li li ch cho ti hn l chi ph ti phi
b ra
Chi ph s dng dch v hp l vi cht lng dch v m ti c
nhn
S dng dch v 3G, ti sn sng b chi ph thay i cc thit b
tng ng vi dch v
Hnh nh nh cung cp
Cht lng dch v ca nh cung cp t tiu chun ngnh gip ti
yn tm s dng dch v
Uy tn ca nh cung cp dch v gip ti yn tm s dng dch v
Nh cung cp lun m bo gi b mt thng tin lin lc ca ti gip
ti yn tm s dng dch v
Xu hng s dng dch v
Ti c nh dng dch v ny trong thi gian ti:
Ti ln k hoch dng dch v ny trong thi gian ti:
Ti mong mun dng dch v ny trong thi gian ti:
Ti s dng dch v ny trong thi gian ti:
M ha
RR1
RR2
RR3
LI4
LI5
LI6
TT7
TT8
TT9
TT10
AH11
AH12
AH13
AH14
TR_TH15
TR_TH16
TR_TH17
TC18
TC19
TC20
HA21
HA22
HA23
XH24
XH25
XH26
XH27
29
thit k bng cu hi nhm phc v cho vic thu thp d liu. Bng cu hi chnh thc
c s dng trong nghin cu nh lng gm 3 phn:
Thng tin tng qut
Ghi nhn cc thng tin khch hng bit n dch v 3G hay cha, bit qua
knh thng tin no, v bit n dch v 3G do nh mng no cung cp. y l phn
thng tin phc v cho phn tch m t, v cng l cc thng tin nhm gip tc gi nh
gi c knh thng tin no c hiu qu nht i vi khch hng.
Thng tin cc pht biu v dch v 3G
Ghi nhn mc ng v cc bin quan st (c din t bng cc pht biu)
o lng cho cc khi nim trong m hnh. y cng l thnh phn chnh ca bng
cu hi gip kho st mc cm nhn ca khch hng i vi cc yu t nh: Ri ro
cm nhn, Li ch cm nhn, S thun tin, nh hng ca ngi thn, Gi tr tri
thc, S hi sinh v ti chnh, Hnh nh nh cung cp, Xu hng s dng dch v. Sau
khi tin hnh nghin cu nh tnh, 27 bin c lin quan c a vo kho st. o
lng cc bin ny, tc gi s dng thang o Likert 5 mc t 1 Hon ton
khng ng n 5 Hon ton ng .
Thng tin khc
Ghi nhn cc thng tin lin quan n i tng nghin cu, bao gm: tui,
gii tnh ca ngi c phng vn, ngh nghip hin nay, thu nhp, y l phn
cu hi phc v cho vic m t nhm khch hng. Cc thng tin ny nhm ghi nhn
thng tin v cc nhm khch hng c xu hng s dng dch v 3G nn cc cu hi
c a v di dng cu hi ng tng kh nng hi p ca ngi tr li.
Bng cu hi c thit k dng cho vic phng vn trc tip tr li trn
giy hoc c th tr li qua email bng cch click vo cc tr li c thit k
sn, gip vic tr li ca khch hng c nhanh chng v thun tin hn.
3.5 Nghin cu nh lng:
3.5.1 Phng thc ly mu
Trong nghin cu ny, phng php ly mu c chn l ly mu thun tin,
d liu c thu thp thng qua cc hnh thc phng vn trc tip v tr li qua email.
3.5.2 C mu
i vi phn tch nhn t (EFA), c mu ti thiu l N 5*x (x: tng s bin
quan st) (Hair & ctg, 1998 trch t Michele, 2005). Trong nghin cu ny, tng s
30
31
32
33
34
35
bit
Mobifone
Vinaphone
Viettel
EVN Telecom
Tui
Gii tnh
Ngh nghip
Di 23
23 29
30-40
Trn 40
Nam
N
Hc sinh, sinh vin
Cn b qun l
Tn sut
Phn trm
181
88,7
86
40
90
42,2%
19,6%
44,1%
14
6,9%
40
66
67
31
122
82
41
42
19,6%
32,4%
32,8%
15,2%
59,8%
40,2%
20,1%
20,6%
36
Thu nhp
hng thng
Doanh nhn
Ngh t do
Nhn vin k thut, vn
phng
Khc
Di 4 triu
4 10 triu
Trn 10 triu
12
23
5,9%
11,3%
60
29,4%
26
110
78
16
12,7%
53,9%
38,2%
7,8%
H s Cronbach Alpha
nu loi b bin
0,628
0,657
0,63
0,746
0,775
0,809
0, 613
0, 605
0, 649
0, 611
0,867
0,859
0,843
0,856
0,71
0,747
0,767
0, 890
0, 836
0, 842
0, 818
0, 828
0, 830
0,765
0,752
37
XH _26
XH _27
0,625
0,63
0,748
0,746
Bin quan st
K hiu
RR1
4
0,776
RR2
0,787
RR3
0,762
LI4
0,661
LI5
0,648
LI6
0,821
TT7
0,702
TT8
TT9
TT10
AH11
0,751
0,593
0,731
0,702
38
Bn b ti khuyn ti nn s AH12
dng
ng nghip ti khuyn ti
AH13
nn s dng
Ni chung, nhng ngi ti
AH14
quen khuyn ti nn s
dng
Tri nghim cng ngh mi TR_TH15
Tri nghim nhng tnh
TR_TH16
nng mi
Tha mn s hiu k
TR_TH17
em li li ch hn l chi
TC18
ph b ra
Chi ph s dng hp l vi
TC19
cht lng dch v
Sn sng b chi ph thay
TC20
i cc thit b tng ng
Cht lng dch v t tiu
HA21
chun ngnh
Uy tn ca nh cung cp
HA22
dch v yn tm s dng
m bo gi b mt thng
HA23
tin lin lc
Eigenvalues
Phng sai trch (%)
0,469
0,689
0,715
0,693
0,788
0,628
0,712
0,820
0,841
0,860
0,842
0,816
0,847
9,232
3,505
1,542
1,092
40,138
15,237
6,703
4,748
Cumulative (%)
Sig.
KMO
66,825
0,000
0,913
39
40
iu ny cho thy, t m hnh ca cc nghin cu trc, sau khi tin hnh kho
st, phn tch, c s iu chnh ph hp hn vi cm nhn ca khch hng cng
nh tnh hnh thc t ca Vit Nam.
H s Cronbachs Alpha cho cc 2 nhn t mi tch ra ny c tnh trong
phn Ph lc 4. Cc nhn t cn li khng c thay i cc bin quan st nn vn gi
li kt qu phn tch Cronbachs Alpha nh trnh by trn. Kt qu phn tch
EFA c trnh by Ph lc 3.
4.2.2.2 Phn tch nhn t cho bin ph thuc
Thc hin phn tch EFA theo phng php trch yu t Principal components
vi php quay Varimax.
Bng 4.4 Kt qu phn tch EFA cho bin ph thuc
Bin quan st
XH_24
XH _25
XH _26
XH _27
Cronbachs Alpha
Sig
KMO
Eigenvalues
Phng sai trch (%)
Xu hng s dng
0,775
0,792
0,797
0,806
0,802
0,000
0,682
2,514
62,854
41
Li ch cm nhn
H
nh hng ngi thn
1 (+)
2 (+)
3 (+)
Xu hng s dng
H (-)
4
Ri ro cm nhn
Cc gi thuyt trong m hnh nghin cu hiu chnh c trnh by trong bng 5.5.
Bng 4.5 Cc gi thuyt trong m hnh nghin cu hiu chnh
Gi thuyt
H1
H2
H3
H4
Ni dung
Cm nhn v dch v (Dich_vu) c tc ng dng (+) ln xu hng s dng
(Xu_huong)
Li ch cm nhn (Loi_ich) c tc ng dng (+) ln xu hng s dng
(Xu_huong)
nh hng ngi thn (Anh_huong) c tc ng dng (+) ln xu hng s
dng (Xu_huong)
Ri ro cm nhn (Rui_ro) c tc ng m (-) ln xu hng s dng (Xu_huong)
42
43
Thng k thay i
lch
R2 hiu chun ca
F thay
chnh c lng R2 thay i
i
df1
df2
R2
R
1 0,738a
0,545
0,536
0,53594
0,545
59,571
199
Sig. F
thay i
0,000
2 0,753
0,567
0,545 0,53059
0,022
1,671
6
193
0,130
a. Bin c lp: Hng s, Li ch cm nhn, Cm nhn v dch v, Ri ro, nh hng ngi thn
b. Bin c lp: Hng s, Li ch cm nhn, Cm nhn v dch v, Ri ro, nh hng ngi
thn, di 23 tui, 23 tui n 29 tui, 30 tui n 40 tui, di 4 triu, 4 triu n 10 triu, Gii
tnh.
Hng s
Ri ro cm nhn
Cm nhn v
dch v
nh hng
ngi thn
Li ch cm nhn
lch
chun
0,005
0,454
0,827
0,769
1,209
1,300
0,059
0,100
1,405
0,162
0,450
2,223
0,324
0,069
0,337
4,729
0,000
0,450
2,220
Hng s
0,160
0,244
0,657
0,512
Ri ro cm nhn
0,019
0,043
0,024
0,447
0,655
0,787
1,271
0,414
0,054
0,424
7,642
0,000
0,729
1,372
0,084
0,060
0,101
1,402
0,162
0,434
2,305
0,327
0,071
0,340
4,610
0,000
0,413
2,421
0,059
0,150
0,037
0,391
0,696
0,247
4,050
-0,071
0,152
-0,044 -0,468
0,641
0,252
3,968
4 triu n 10
triu
0,083
Sig.
0,455
0,927
0,000
Di 4 triu
0,220
0,043
0,053
t
0,748
0,092
8,333
Cm nhn v
dch v
nh hng
ngi thn
Li ch cm nhn
0,164
0,004
0,444
Beta
44
Di 23 tui
0,251
0,140
0,127
1,795
0,074
0,448
2,234
23 tui n 29
tui
0,074
0,119
0,044
0,625
0,533
0,447
2,238
30 tui n 40
tui
0,168
0,118
0,100
1,421
0,157
0,450
2,220
-0,076 -1,480
0,141
0,846
1,182
Gii tnh
-0,122
0,082
a. Bin ph thuc: Xu hng s dng
45
46
gi cc vi nhiu hnh thc khc nhau khch hng c th chn la hnh thc ph
hp nht vi mnh. Cc tin ch ca dch v cng nn c gii thiu y cho
khch hng, gip khch hng nhn bit c nhng li ch m h s nhn c khi s
dng dch v, t c th nh gi c chi ph m h b ra c xng ng vi nhng
tin ch m h c cung cp hay khng.
Mt yu t quan trng khng km l cc nh cung cp dch v 3G cn tng
cng thm nhiu trm thu pht sng, m bo vng ph sng rng khp c nc,
thc hin bo tr v nng cp thng xuyn trnh cc tnh trng nghn mng, rt
mng, p ng nhu cu s dng dch v ca khch hng, y cng l mt bin php
cc nh cung cp nng cao hnh nh ca mnh lm cho khch hng c th yn tm s
dng dch v. Ngoi ra, cc nh cung cp dch v 3G cn kt ni thng sut vi cc
mng vin thng khc m bo cho tt c cc khch hng ang s dng cc mng
vin thng khc nhau nh Mobifone, Vinaphone, Viettel, Vietnammobile c th
thc hin trao i cc cng vic vi nhau thng qua dch v 3G mt cch d dng.
ng thi, nh cung cp cng cn thc hin tt cam kt m bo gi b mt nhng
thng tin c nhn ca khch hng v trong thi gian qua, nhiu khch hng phi
chu ng nhng cuc gi, tin nhn qung co sn phm, dch v khng mong mun.
- Li ch cm nhn:
Kt qu c lng cho thy mi quan h gia Li ch cm nhn (Loi_ich) v
Xu hng s dng (Xu_huong) l 0,337. iu ny c ngha l vi cc yu t khc
khng i, khi tng Li ch cm nhn ln 1 n v th xu hng s dng s tng 0,337.
Nh vy, Li ch cm nhn l mt trong nhng yu t c nh hng n Xu hng s
dng dch v, khi ngi s dng nhn thy c s hu ch ca dch v th h s c xu
hng s dng dch v .
Khi khch hng cm thy dch v 3G hu ch cho cng vic ca h v gii
tr cm thy thoi mi hn th h s c xu hng s dng dch v. Dch v cng tt,
cng mang li nhiu li ch th xu hng s dng dch v cng cao.
c th gia tng mc hi lng ca khch hng i vi cc tin ch ca dch
v 3G, cc nh cung cp cn quan tm pht trin dch v 3G c nhiu tnh nng, tin
ch mi nh: tc truy cp cao v n nh, c nhiu dch v gi tr ni dung gip cho
khch hng thc hin cc cng vic khc nhau, h tr tt cho khch hng thc hin cc
cng vic thng ngy ca mnh nh gi email, thanh ton in t, truy cp website
47
48
v 3G, ngoi vic s dng lin lc, mi ngi cn c th dng gi mail, duyt
web phc v cho cng vic ca h. Tuy nhin, vic mt ngi c s dng dch
v 3G hay khng ch yu ph thuc vo nhu cu ca bn thn h, ph thuc vo
nhng li ch m dch v ny mang li. Nu h cm thy dch v s gip ch c
cho h trong cng vic, h s s dng dch v ny m khng ph thuc vo nhng
ngi xung quanh.
Trong trng hp nhng ngi thn khng am hiu v cng ngh, quyt nh
s dng mt dch v ca khch hng cng b nh hng khng nh ca vic tuyn
truyn, qung co nh thng qua qung co ca nhng ngi ni ting s dng dch
v, s tuyn truyn, hng dn ca i ng t vn, uy tn ca nh cung cp dch v
hn l nh hng ca ngi thn.
Bn cnh , dch v 3G l mt dch v mi, s ngi s dng cn t, do vy
mi ngi kh c th gii thiu cho ngi khc s dng.
4.4.4 Kim nh cc gi thuyt
Gi thuyt H1: Cm nhn v dch v cng cao th xu hng s dng dch v
cng cao.
Kt qu c lng cho thy mi quan h gia Cm nhn v dch v (Dich_vu)
v Xu hng s dng (Xu_huong) l 0,454 mc ngha thng k Sig. = 0,000 nn
gi thuyt H1 c ng h vi mu d liu kho st. Nh vy, cm nhn v dch v l
mt trong nhng yu t c nh hng n xu hng s dng dch v, khi ngi s
dng nhn thy c s hu ch ca dch v th h s c xu hng s dng dch v .
Gi thuyt H2: Li ch cm nhn cng cao th xu hng s dng cng cao
Kt qu phn tch hi quy cho thy c s tng quan thun gia Li ch cm
nhn (Loi_ich) v Xu hng s dng (Xu_huong) l 0,337. Gi thuyt ny c mc
ngha l Sig. = 0,000 < 0,05: gi thuyt H2 khng b bc b. Nh vy, Li ch cm
nhn l mt trong nhng yu t c nh hng n xu hng s dng dch v.
Gi thuyt H3: nh hng ngi thn cng cao th xu hng s dng cng cao
Kt qu phn tch hi quy cho thy, h s tng quan gia nh hng ngi
thn (Anh_huong) v Xu hng s dng (Xu_huong) l 0,83 vi mc ngha Sig. =
0,162 > 0,05: Gi thuyt H3 b bc b i vi mu kho st ny. Nh vy, nh hng
ngi thn khng c tc ng n xu hng s dng dch v 3G: s ng h ca nhng
ngi xung quanh khng c nh hng n xu hng s dng dch v ca khch hng.
49
50
CHNG 5: KT LUN
Trong chng ny s trnh by cc kt qu chnh, ngha thc tin, mt
s hn ch ca ti v xut hng nghin cu tip theo.
5.1 Tm tt kt qu, ngha:
5.1.1 Tm tt kt qu
Kt qu nghin cu cho thy cc thang o trong m hnh u t tin cy v
gi tr. Nghin cu cng xc nh c m hnh cc nhn t thnh phn c nh
hng n xu hng s dng dch v 3G ti Vit Nam, c 2 trong 4 nhn t nh
hng n xu hng s dng theo cc mc khc nhau l: (1) Cm nhn v dch v
nh hng mnh nht ( b =0,454), k n l (2) Li ch cm nhn ( b =0,337). Hai
nhn t cn li l Ri ro cm nhn v nh hng ngi thn khng nh hng n xu
hng s dng dch v 3G.
5.1.2 ngha
Vic xc nh c cc yu t nh hng n xu hng s dng dch v 3G l
c s cung cp thng tin nh cung cp dch v c th hoch nh chin lc tip
th, chin lc kinh doanh, k hoch pht trin vi cc mc u tin ph hp vi kh
nng v ngun lc ca mnh. T , c th p ng cc nhu cu ca khch hng mt
cch tt nht.
5.2 Hn ch ca ti v hng nghin cu tip theo:
Nghin cu ny em li kt qu v nhng ng gp nht nh, phn no gip
cho cc nh cung cp dch v 3G hiu r c cc yu t nh hng n xu hng s
dng dch v ca khch hng. Tuy nhin, nghin cu ny vn cn nhng im hn
ch.
Th nht, do hn ch v iu kin nghin cu nh thi gian, chi ph nn
nghin cu ch tp trung thc hin trong phm vi thnh ph H Ch Minh. y l khu
vc m cc nh khai thc dch v tp trung khai thc nhiu nht do thnh ph H Ch
Minh tp trung dn c ng, l trung tm kinh t ca Vit Nam. Tuy nhin, vic thc
hin kho st ch trn a bn ny s khng phn nh chnh xc cho ton b nc Vit
Nam. Nu phm vi kho st c tin hnh m rng trn phm vi c nc th kt qu
nghin cu s mang tnh khi qut hn. y l mt hng cho nghin cu tip theo.
51
52
53
7. Davis Fred D. (1989), Perceived usefulness, perceived ease of use, and user
acceptance of information technologys, MIS Quarterly 13 (3), 319-340.
8. Eagly A. and Chaiken S., (1993), The psychology of attitudes, Forth Worth,
Harcourt Brace Jovanovich College Publishers.
9. Fishbein M., and Ajzen I. (1975), Belief, Attitude, Intention and Behavior: An
Introduction to Theory and Research, Addison-Wesley Publishing Company.
10. LeBlanc G., Nguyen N. (1999), Listening to the customers voice: Examining
perceived service value among business college students, Int J Educ.
11. Luis F.L., Joana C.F. (2005), The SERPVAL scale: a multi-item instrument
for measuring service personal values, Journal of Business Research.
12. Lesley Ledden, Kalafatis, Stavros P. and Samouel Phillip(2007), The
relationship between personal values and perceived value of education, Journal of
Business Research.
13. Mathieson Kieran (1991), Predicting User Intentions: Comparing the
Technology Acceptance Model with the Theory of Planned Behavior, Information
Systems Research 2, 173-191.
14. Masud P., (2005), A relational Study on Service Quality, Switching Cost, Trust,
Customer Satisfaction and Customer Loyalty in the context of Grameenphone,
Independent University, Bangladesh.
15. Stafford Thomas F. (1994), Consumption values and the choice of marketing
electives: Treating students like customers, Journal of Marketing Education 16, 2633.
16. Schiffman L.G. & Kanuk L.L. (2007), Consumer behavior, Pearson 9th ed.,
240-241.
17. Taylor Shirley and Todd Peter (1995), Assessing IT usage: The role of prior
experience, MIS Quarterly, 561-570.
18. Valarie A. Z. and Mary J.B. (May 2, 2005), Services Marketing, McGraw-Hill
International Edition.
Cc trang web:
http://www.caohockinhte.info/
http://www.people.umass.edu/aizen/tpb.diag.html
http://www.mba-15.com
http://mic.gov.vn
54
http://www.bantincongnghe.com
http://www.3g.vietteltelecom.vn/
http://www.mobifone3g.com.vn/
55
PH LC
PH LC 1: DN BI THO LUN TAY I
Xin cho anh/ch!
Ti tn Ng Trung Kin, l hc vin cao hc ngnh QTKD thuc i hc Kinh
t TP.HCM. Ti ang thc hin ti Cc yu t nh hng n xu hng s dng
dch v 3G ti thnh ph H Ch Minh. Ti rt mong c s gip v h tr ca
cc anh/ch bng vic tr li cc cu hi trong bng cu hi ny. Rt mong anh/ch
dnh mt phn thi gian qu bu ca mnh gip ti hon thnh bng cu hi ny.
Cc cu tr li ca anh/ch s l s ng gp to ln vo kt qu nghin cu.
I. Ri ro cm nhn:
Anh/ch c ngh rng ngi s dng dch v 3G s gp nhng ri ro g khi s
dng dch v khng? V sao?
By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th
hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b
sung g? V sao?
Cha bit g v dch v 3G nn khng dm s dng.
Lo ngi khng kt ni c vi mng di ng hin ti.
E ngi trong vic tip cn cng ngh mi
Lo ngi dch v khng ging nh qung co.
II. Li ch cm nhn:
Anh/ch c ngh rng ngi s dng dch v 3G s nhn thc c li ch em li
ca dch v hay khng? V sao?
By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th
hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b
sung g? V sao?
Ti ngh dch v 3G gip ti tit kim thi gian trong cng vic
Ti ngh dch v 3G s gip ti tng hiu qu cng vic.
S dng dch v 3G gii tr ti cm thy thoi mi hn.
S dng dch v 3G ti c hng dn s dng chi tit, c th.
S dng dch v 3G ti lun nhn c s h tr nhit tnh t pha nh cung cp
khi ti cn.
Ni chung, dch v 3G em li li ch cho khch hng.
56
57
58
PH LC 2: BNG CU HI KHO ST
Xin cho anh/ch.
Ti tn Ng Trung Kin, l hc vin cao hc ngnh QTKD thuc i hc Kinh t TP.HCM.
Ti ang thc hin ti Cc yu t nh hng n xu hng s dng dch v 3G ti
thnh ph H Ch Minh. ti ny nhm phc v cho mc ch nghin cu, khng nhm
mc ch kinh doanh. Knh mong cc bn dnh cht t thi gian tr li mt s cu hi sau
y. Tt c cc tr li ca cc bn s gp chung vi cc tr li khc x l thng k. V vy,
phn thng tin c nhn s khng xut hin trong bo co kt qu nghin cu.
Xin vui lng nh du (X) vo thch hp.
PHN I: THNG TIN TNG QUT
1. y l ln u tin anh/ch nghe ni v dch v 3G c s dng thng qua in thoi di
ng hay bit trc ri?
Ln u (sang phn II)
Bo ch
Radio, Tivi
Internet
Khc
Viettel
Mobilephone
EVN Telecom
4.
5.
6.
7.
8.
9.
10.
Hon ton ng
ng
Trung lp
STT
Khng ng
59
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
Nam
2. Nhm tui:
di 23
23-29
30-40
Trn 40
4 10 triu/thng
Trn 10 triu/thng
60
4. Ngh nghip:
Hc sinh, sinh vin
Nhn vin k thut/vn phng
Cn b qun l
Doanh nhn
Ngh t do
Khc: ..
61
,913
Approx. Chi-Square
3089,960
df
253
Sig.
,000
Component
1
,776
,787
ng hin ti.
Lo ngi cht lng dch v khng ging
,762
nh qung co.
Gip tng hiu qu cng vic.
,661
,648
,821
,702
,751
,593
,731
tin
Gia nh ti khuyn ti nn s dng
,702
Bn b ti khuyn ti nn s dng
,469
,689
,715
,693
ti nn s dng
Tri nghim cng ngh mi
,788
,628
Tha mn s hiu k
,712
em li li ch hn l chi ph b ra
,820
,841
62
Sn sng b chi ph thay i cc thit b
,860
tng ng
Cht lng dch v t tiu chun ngnh
,842
Uy tn ca nh cung cp dch v yn tm
,816
s dng
m bo gi b mt thng tin lin lc
,847
,682
Approx. Chi-Square
274,202
df
Sig.
,000
Compo
nent
Total
% of Variance
Cumulative %
2,514
62,854
62,854
,677
16,926
79,780
,521
13,021
92,801
,288
7,199
100,000
Total
% of Variance
2,514
62,854
Component Matrix
Component
1
C nh dng dch v
,775
,792
,797
S dng dch v
,806
Cumulative %
62,854
63
Alpha
,930
Item-Total Statistics
Cronbach's
Scale Mean if
Item Deleted
D dng tm c cc thng
Item Deleted
Total Correlation
Alpha if Item
Deleted
27,08
34,112
,677
,927
27,02
35,531
,559
,934
27,07
31,211
,783
,919
27,12
30,626
,835
,915
27,16
29,841
,840
,915
27,11
31,210
,808
,917
27,02
32,157
,774
,920
27,07
32,068
,791
,918
2. Li ch cm nhn
Reliability Statistics
Cronbach's
N of Items
Alpha
,907
64
Item-Total Statistics
Cronbach's
Scale Mean if
Item Deleted
Total Correlation
Alpha if Item
Deleted
24,22
33,059
,721
,894
24,20
33,314
,678
,898
24,35
32,269
,771
,889
24,17
32,793
,730
,893
24,20
32,966
,710
,895
24,30
32,459
,714
,894
24,21
34,608
,596
,904
24,32
33,836
,699
,896
hn.
Ni chung, dch v 3G em
li li ch.
C th s dng mi ni, mi
lc.
Ni chung, dch v 3G em
li s thun tin
mi
Tha mn s hiu k
65
nh hng
Xu hng
Li ch cm
dch v
ngi thn
s dng
nhn
Ri ro
Ri ro cm nhn
Pearson
,133
,324
**
,236
**
,411
**
Correlation
Sig. (2-tailed)
N
Cm nhn v dch Pearson
v
,057
,000
,001
,000
204
204
204
204
204
,133
,469
**
,636
**
,398
**
Correlation
Sig. (2-tailed)
,057
204
nh hng ngi
Pearson
thn
Correlation
,324
**
,000
,000
,000
204
204
204
204
**
,469
Sig. (2-tailed)
,000
,000
204
204
,236
**
,636
**
,555
**
,712
**
,000
,000
204
204
204
**
,555
,591
**
Correlation
Li ch cm nhn
Sig. (2-tailed)
,001
,000
,000
204
204
204
204
204
**
**
**
**
Pearson
,411
,398
,712
,000
,591
Correlation
Sig. (2-tailed)
,000
,000
,000
,000
204
204
204
204
204
66
Variables Entered/Removed
Variables
Model
Variables Entered
Li ch cm nhn,
Removed
Method
. Enter
Cm nhn v dch
v, Ri ro, nh
hng ngi
thn
2
. Enter
4trieu
Model Summary
Change Statistics
R
Model
R Square
Change
Change
Sig. F
df1
df2
Change
,738
,545
,536
,53594
,545
59,571
199 ,000
,753
,567
,545
,53059
,022
1,671
193 ,130
ANOVA
Model
1
Sum of Squares
Regression
68,441
Residual
57,158
Total
2
df
Mean Square
4
203
Regression
71,264
10
Residual
54,335
125,599
Sig.
17,110
59,571 ,000
7,126
25,313 ,000
199 ,287
125,599
Total
193 ,282
203
67
a. Predictors: (Constant), Li ch cm nhn, Cm nhn v dch v, Ri ro, nh hng ngi thn
b. Predictors: (Constant), Li ch cm nhn, Cm nhn v dch v, Ri ro, nh hng ngi thn, 23t
den 29t, 4 trieu den 10 trieu, Gii tnh, duoi 23t, 30t den 40t, duoi 4trieu
c. Dependent Variable: Xu hng s dng
Coefficients
Standardize
Unstandardized
Coefficients
Coefficients
Model
1
Std. Error
Beta
(Constant)
,164
,220
Ri ro
,004
,043
,005
,053
nh hng ngi
,083
Li ch cm nhn
Collinearity Statistics
t
Sig.
Tolerance
VIF
,748
,455
,092
,927
,827
1,209
,454
8,333 ,000
,769
1,300
,059
,100
1,405 ,162
,450
2,223
,324
,069
,337
4,729 ,000
,450
2,220
(Constant)
,160
,244
Ri ro
,019
,043
,024
,054
nh hng ngi
,084
,327
thn
,657
,512
,447
,655
,787
1,271
,424
7,642 ,000
,729
1,372
,060
,101
1,402 ,162
,434
2,305
,071
,340
4,610 ,000
,413
2,421
-,468 ,641
,252
3,968
1,795 ,074
,448
2,234
,533
,447
2,238
1,421 ,157
,450
2,220
,696
,247
4,050
-1,480 ,141
,846
1,182
thn
Li ch cm nhn
4 trieu den 10 trieu
-,071 ,152
-,044
duoi 23t
,251
,140
,127
,074
,119
,044
,168
,118
,100
duoi 4trieu
,059
,150
,037
Gii tnh
-,122 ,082
,625
,391
-,076
68
b
Excluded Variables
Collinearity Statistics
Partial
Model
1
Beta In
4 trieu den 10
-,097
Sig.
Correlation
-2,027 ,044
Minimum
Tolerance
VIF
Tolerance
-,143 ,981
1,020 ,449
,950
1,052 ,440
-,094 ,981
1,019 ,444
trieu
duoi 23t
,090
-,064
,043
duoi 4trieu
,099
Gii tnh
-,036
1,856 ,065
a
-1,322 ,188
,879
,131
,381
,062
,949
1,053 ,440
2,036 ,043
,143
,947
1,056 ,445
-,051 ,916
1,092 ,433
-,720 ,472
a. Predictors in the Model: (Constant), Li ch cm nhn, Cm nhn v dch v, Ri ro, nh hng ngi
thn
b. Dependent Variable: Xu hng s dng