Tp ch Khoa hc Trng i hc Cn Th

Phn D: Khoa hc Chnh tr, Kinh t v Php lut: 38 (2015): 16-24

PHN TCH S THAY I NHU CU TH TRNG XE GN MY

TI THNH PH CN TH
Hunh Trng Huy1 v Trn Tu H1
1

Khoa Kinh t & Qun tr Kinh doanh, Trng i hc Cn Th

Thng tin chung:

Ngy nhn: 29/10/2014
Ngy chp nhn: 08/06/2015

Title:
Analysis of demand change
in the motorcycle market in
Can Tho City
T kha:
Nhu cu tiu dng, quyt
nh mua, nhn t, xe gn
my, xe tay ga
Keywords:
Consuming demand,
purchasing decision, factos,
motorcycle, scooter

ABSTRACT
Basing on the survey of 265 respondants who own at least one motorcycle
in all 9 distrists of Can Tho city, this paper is to examine determinants of
the demand change in deciding purchase of a motorcycle in the form of
scooter line.Throughout the application of analytical tools like the 5- scale
Likert and the Exploratory Factor Analysis (EFA), the result indicates that
important determinants of deciding purchase of a scooter by the
respondants are brand-name of the producer, price, technical features
(strong, low-waste of energy), design, safety, personal expression, and
guarantee services. It is, however, worth noting that demographic factors
of the respondants such as age, education, profession, and income are not
found to have effects on the demand change in purchasing decision of a
scooter.
TM TT
Nghin cu ny da trn cuc kho st 265 ngi dn ang s dng xe
gn my ti thnh ph Cn Th vi mc tiu xc nh cc yu t nh
hng n thay i nhu cu v quyt nh mua xe tay ga. Thng qua s
dng cng c thang o Likert-5 mc v k thut phn tch nhn t, kt
qu phn tch ch ra rng ngi tiu dng c nhu cu v quyt nh mua
xe tay ga th hin s quan tm n cc yu t nh thng hiu, gi c,
tnh nng k thut, kiu dng, an ton, th hin c nhn, v chnh sch bo
hnh; trong khi , cc yu t v c im c nhn (nh tui, trnh hc
vn, ngh nghip, v thu nhp) khng th hin nh hng n nhu cu v
quyt nh mua xe tay ga.

1 GII THIU

Theo s liu thng k cho thy, trong nhng

nm gn y c xem l giai on pht trin
mnh m nht ca th trng xe gn my ti Vit
Nam. Nm 2010, tng s xe gn my tiu th trn
c nc l khong 2,8 triu chic, con s ny t 3
triu chic nm 2011, v 3,4 triu chic nm 2013.
Theo kin ca cc chuyn gia, t nm 2014 tr i
th trng xe my s i vo n nh vi mc tng
trng hng nm s thp hn v d on t 4,5
triu chic vo nm 2018. Theo ng Koji Onishi Tng gim c Honda Vit Nam- cho bit cc

Xu hng tiu dng ngy nay c s thay i

mnh m, ngi tiu dng khng ch tp trung vo
gi tr ct li ca sn phm, m cn quan tm n
cc thnh phn khc ca sn phm nh gi tr b
sung (Nguyn ng Phong, 2012). Nhu cu tiu
dng i vi sn phm xe gn my cng khng
ngoi l, c th l cc dng xe tay ga gn y
tr thnh phn khc sn phm xe gn my kh si
ng dnh c phi nam v n, k c th trng
nng thn.
16

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dng xe tay ga ca Honda Vit Nam chim 30%

tng s xe my tiu th (2010), t l tng ln 38%
nm v c xu hng tip tc tng trong thi gian
ti. Cng xu th , thng tin t Yamaha Vit Nam
cho thy cc dng xe tay ga ca hng hin ang
chim 31% tng s xe trn th trng c nc v
d on t l ny s t 50% vo nm 20151.

Nam ni chung v thnh ph Cn Th ni ring;

(ii) phn tch cc yu t tc ng n quyt nh
chuyn i (tiu dng) xe tay ga ti thnh ph Cn
Th. K vng rng ni dung phn tch s lm r
nhng mc tiu nghin cu trn cng nh gii
thch nhng cu hi nghin cu nhm gp phn
gip cho cc cng ty sn xut v nh phn phi c
s hiu bit tt hn v xu hng v nhu cu ca
ngi tiu dng xe gn my hin nay.

Cn Th - mt trong nm thnh ph trc thuc

Trung ng, c v tr trung tm v pht trin kinh
t-x hi cng nh thng mi dch v ca vng
ng bng sng Cu Long. Dn s ca thnh ph
gn 1,2 triu v mt dn s kh cao, t
855 ngi/km2. Vi nhng c im kinh t-x hi
v dn s trn, Cn Th c xc nh l th
trng tim nng i vi th trng bn l ni
chung v th trng xe gn my ni ring. in
hnh l hu ht cc cng ty sn xut xe gn my ti
Vit Nam u c chi nhnh vh thng i l y
nhim (Head) ti Cn Th, nh Honda, Yamaha,
SYM, Suzuki. Gn y, Piaggio cng chnh
thc m i l ti th trng ny vi nhn hiu ni
ting Vespa. S tham gia ny cng lm cho th
trng xe gn my, c bit cc dng xe tay ga ti
Cn Th tr nn cnh tranh v si ng hn.

2 PHNG PHP NGHIN CU

2.1 L thuyt hnh vi tiu dng v thay i
nhu cu
L thuyt hnh vi tiu dng hay quyt nh tiu
dng c gii thiu rt sm bi nhiu nh kinh t
hc, in hnh nh Marshall (1890), GeorgescuRoegen (1936), gn y hn nh Kotler (2007).
Nhn chung, l thuyt tiu dng bao hm kha cnh
kinh t hn v c xy dng trn s xem xt s
ti u ha tha dng (Utility) ca c nhn. Ngha
l, quyt nh tiu dng ca c nhn xut pht t s
xem xt gia mc tha dng ti u v s k
vng i vi hng ha, dch v m h quyt nh
mua v chi ph b ra mua hng ha . Hnh vi
tiu dng truyn thng thng c th hin trong
mi quan h gia mc tha dng v hai yu t
c bn: gi c v thu nhp. N c trnh by di
dng tng qut nh sau:

Tuy nhin, ng v gc nhu cu i vi cc

dng sn phm xe gn my; cho n nay nhng
nghin cu phn tch xu hng tiu dng sn phm
xe gn my, c bit xe tay ga, ti thnh ph Cn
Th, hu nh cn thiu vng. Qua thc tin cho
thy rng, xu hng tiu dng xe tay ga tng mnh
trong nhng nm gn y so vi xe s truyn
thng. Hay ni cch khc, ngi tiu dng xe gn
my hin nay ang chuyn dn hnh vi tiu dng
xe gn my ca h t gi tr ct li (xe gn my l
phng tin) sang gi tr b sung (xe gn my l
thi trang, thun tin). S chuyn i xu hng
tiu dng trn v ang gi ln hng lot nhng
cu hi trong nghin cu ny lin quan n hnh vi
tiu dng c th l ngi tiu dng quyt nh mua
xe gn my s quan tm n nhng yu t no,
in hnh nh thng hiu, gi c, tnh nng k
thut, v yu t c nhn?

maxnU ( x )
xR

p.x y

(1)

Trong , U l mc tha dng ca c nhn;

x l vct v cc hng ha, dch v tiu dng; p l
gi c; v y l thu nhp kh dng.
S tha dng ca c nhn khi tiu dng hng
ha hoc dch v c th hin theo qui lut gim
dn. Hay ni cch khc, mc tha dng bin
(Marginal Utility) ca c nhn s gim dn khi tiu
dng cng nhiu sn phm cng loi. Khi , c
nhn s c xu hng chuyn sang tiu dng sn
phm khc t mc tha dng cao hn. Qui
lut gim dn ca tha dng bin v thay i nhu
cu tiu dng c trnh by Hnh 1 nh sau:

Mc tiu trng tm ca nghin cu ny l: (i)

m t th trng tiu dng xe gn my ti Vit

1 Ngun: Din n kinh t Vit Nam, 10/2010, Th

trng xe my: n thi xe tay ga

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Phn D: Khoa hc Chnh tr, Kinh t v Php lut: 38 (2015): 16-24

(a)

MUx

x2

(b)

y1

U1 <U2
y0

U2
U1
y0'

x1

Hnh 1: Qui lut gim dn ca tha dng bin v thay i nhu cu

th, n th hin nhu cu ca con ngi 5 mc :
c bn, an ton, quan h x hi, c tn trng, v
t th hin.

Trong trng hp s dng xe gn my, hnh vi

tiu dng ca c nhn c din gii theo m t
ca Hnh 1. Th nht, gi nh rng c nhn s hu
mt xe gn my no . Sau mt khong thi gian
s dng, anh ta cm thy khng cn thch th khi
s dng nh lc mi mua (MUx gim dn), do s
gim cng sut cng nh hnh dng bn ngoi. Th
hai, bn cnh s ra i ca hng lot mu m xe
gn my vi cng ngh tin tin v tin dng hn.
Th ba, thu nhp kh dng tng ln (t y0) s to
c hi cho quyt nh tiu dng mc mi. Nh
vy, vi cc gi nh nu trn, c th chp nhn
rng ngi tiu dng s c xu hng thay i nhu
cu v xe gn my nhm tng mc tho dng
trong s dng xe gn my (t U1 n U2), va l
phng tin i li-va l sn phm mang li gi tr
cm nhn, th hin c nhn.

Gn y, theo quan im marketing, Kotler

(2007) cho rng nhu cu tiu dng ca c nhn
ngy nay khng ch ph thuc vo nhng c im
c nhn ca chnh h, m cn chu chi phi bi
hng lot cc yu t bn ngoi khc nh mi
trng lm vic, vn ho-x hi, chnh sch chiu
th t cc cng ty Vi tnh ton din nh th, l
thuyt v nhu cu tiu dng hoc quyt nh tiu
dng ca Kotler c s dng kh ph bin trong
nhiu nghin cu th trng tiu dng nhm lm r
hnh vi, la chn v quyt nh tiu dng ca c
nhn i vi xe gn my; in hnh nht trong s
l nghin cu ca Nguyn Xun Bo Sn
(2008), Nguyn Ngc Quang (2008), Nguyn Lu
Nh Thu (2012).

Thay i nhu cu

Tm li, phn tch s thay i nhu cu tiu

dng i vi xe gn my c thc hin trong
nghin cu ny trn c s k tha l thuyt hnh vi
tiu dng c in ca Marshall (1890) trong s
rng buc ca hai yu t chnh: gi c v thu nhp
kh dng; ng thi, s dng l thuyt thang nhu
cu ca Maslow (1943) gii thch s thay i
nhu cu s dng xe gn my t xe s sang xe tay
ga (th hin tng ng t gi tr ct li sang gi tr
b sung ca sn phm). Cui cng, khng th
khng vn dng nhng nhm yu t bn trong, bn
ngoi v quyt nh tiu dng ca Kotler (2007)
phn tch v cung cp mt bc tranh ton din hn
v nhu cu v xu hng tiu dng xe gn my ti
a bn nghin cu.

Trong s pht trin mnh v nhanh ca khoa

hc cng ngh trn th gii, sn phm c sn
xut khng ch p ng nhng chc nng c bn
ca n (gi tr ct li), m cn bao hm c gi tr
b sung nhm p ng nhu cu ngy cng cao ca
ngi tiu dng. Xu hng thay i nhu cu ny
c Maslow (1943) cp kh sm trong l
thuyt v thang nhu cu vo gia thp nin
1950s.
Cho n nay, l thuyt v thang nhu cu ca
Maslow (1943) c xem nh nn tng gii
thch hnh vi tiu dng cng nh nhu cu ca c
nhn i vi sn phm hoc dch v c th. N
phn nh s thay i nhu cu ca con ngi t thp
n cao, t nhu cu vt cht n phi vt cht C

18

Tp ch Khoa hc Trng i hc Cn Th

Cc yu t t nh cung cp
Thng hiu

Phn D: Khoa hc Chnh tr, Kinh t v Php lut: 38 (2015): 16-24

Yu t
vn ha, x hi

Yu t
c nhn

Mu m, kiu dng
Nhu cu tiu
dng (thay i)

Chiu th
Gi c
Tnh nng k thut

Gi tr ct li sang
gi tr b sung

Hnh 2: Khung phn tch thay i nhu cu tiu dng xe gn my

nhin liu, mnh m, vn hnh n nh lun l iu
quan tm ca ngi tiu dng.
Yu t c nhn: Hnh vi chuyn i tiu dng
xe tay ga cng l hnh vi tiu dng v th n ph
thuc vo cc yu t c nhn ca ngi ra quyt
nh tiu dng nh gii tnh, tui, ngh
nghip (Kotler, 2007).
Yu t vn ho x hi: i vi cc sn phm c
gi tr ln nh xe my, vic tham kho thng tin
trc khi quyt nh mua l iu tt nhin. Hn
na xe my l mt sn phm c nhiu ngi tiu
dng. V th, yu t vn ho x hi (thng tin t
bn b, ng nghip, gia nh)s t nhiu c nh
hng n hnh vi tiu dng. Trong m hnh
nghin cu ca Nguyn Xun Bo Sn (2008) v
xu hng la chn thng hiu xe tay ga ti thnh
ph Nha Trang, yu t c nh hng n quyt
nh ca ngi tiu dng.
Yu t gi tr cm nhn (t ct li sang b
sung): Trong l thuyt nhu cu Maslow, khi tiu
dng cp thp c p ng th nhu cu cao hn s
xut hin. Gi tr cm nhn ca bn thn ngi tiu
dng v sn phm c ngha rt ln i vi quyt
nh tiu dng, c bit i vi hnh vi chuyn
i tiu dng t thp (gi tr ct li) ln cao (gi tr
b sung). C th i vi m hnh nghin cu ny
l cm nhn ca ngi s dng v tiu dng xe
tay ga.
2.2 Phng php nghin cu v s liu

Da vo c s l thuyt v hnh vi tiu dng

theo quan im kinh t hc cng nh marketing
nu trn, M hnh nghin cu phn tch hnh vi
chuyn i tiu dng xe gn my ti thnh ph Cn
Th c trnh by Hnh 2 bao gm nhng yu
t k vng gii thch nhng cu hi nghin cu
ra cng nh p ng cc mc tiu nghin cu.
Yu t thng hiu: i vi tiu dng xe gn
my, thng hiu c nh hng mnh m i vi
quyt nh la chn xe gn my ni chung v xe
tay ga ni ring (Dolatabadi, Kazemi, v Rad,
2012). Qua thng tin th cp, cho thy rng Honda
c xem l thng dn u th trng. V vy, k
vng yu t thng hiu c nh hng mnh n
quyt nh tiu dng.
Yu t mu m: Khi ngi tiu dng thay i
quyt nh tiu dng c ngha l h mong i sn
phm thay i s tha mn hn. Ngoi yu t tnh
nng cng ngh th hnh thc mu m l mt phn
khng th thiu ca sn phm. Yu t ny k vng
l yu t tc ng n hnh vi tiu dng.
Yu t gi c: Gi c lun l mt vn quan
trng trong quyt nh ca ngi tiu dng. V gi
c tham gia trc tip vo qu trnh mua hng.
Trong cc nghin cu v hnh vi tiu dng ti Cn
Th cho thy gi c nh hng ngha n quyt
nh tiu dng.
Yu t chiu th: L yu t khng th thiu
trong hot ng kinh doanh ca doanh nghip.
Khuyn mi cng l v kh cnh tranh ca cc
doanh nghip v th y l yu t khng th thiu
tc ng n quyt nh ca ngi tiu dng.
Yu t tnh nng k thut: y l yu t quan
trng khi tiu dng sn phm cng nghip nh thit
b my mc, phng tin. i vi hnh vi chuyn
i xe tay ga th yu t ny c quyt nh ln:
chng hn nh vic la chn mt chic xe tit kim

Nhng nghin cu v hnh vi tiu dng ni

chung v quyt nh tiu dng xe gn my ni
ring c lc kho trn hu ht s dng thang o
Likert vi 5 mc t thp n cao xc nh
mc quan tm ca p vin i vi cc bin yu
t cn c lng. in hnh nh nghin cu ca
Agariya, A. K., A. Johari, H. K. Sharma, U. N.
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phn (Component Score Coefficient) trong bng

ma trn xoay nhn t xc nh mc nh
hng ca cc bin yu t quan st c la chn
v xy dng m hnh nhn t.
Phng trnh nhn t c dng nh sau:
Fi = wi1X1 + wi2X2++wikXk
(2)

Chandraul v D. Singh (2012), Dolatabadi, H.R.,

A Kazemi., v N.S. Rad (2012). Bn cnh , k
thut phn tch nhn t khm ph (EFA) cng c
p dng tp hp cc nhm bin yu t c tng
quan cht ch v hnh thnh nhm nhn t th hin
c im ni bt ca sn phm. V vy, phn
tch s thay i nhu cu tiu dng,tc gi s k
tha v vn dng nhng cng c phn tch truyn
thng-thang o Likert v phn tch nhn t khm
ph-trong nghin cu ny. Phn tch nhn t khm
ph c thc hin theo cc bc sau:
Bc 1: Trong phn tch nhn t, nh nghin
cu s dng cc loi thang o lng khc nhau.
Vic lng ha v la chn thang o c xy
dng cng phu v phi c kim tra tin cy
ca chng trc khi s dng bc tip theo ca
phn tch nhn t. Thng thng, tin cy ca
thang o c nh gi thng qua h s
Cronbachs Alpha. C th, bin yu t quan st s
b loi nu nh n c h s tng quan nh hn
0,3. Thng thng, tiu chun chn thang o
khi n c tin cy alpha t 0,6 tr ln (Hong
Trng & Chu Nguyn Mng Ngc, 2005).
Bc 2: Thc hin phn tch nhn t khm ph
(EFA); trong , KMO l ch tiu xem xt s
ph hp ca EFA.Thng thng, phn tch nhn t
khm ph c cho l ph hp, khi 0,5<KMO<1.
Bn cnh , Kim nh Bartlett c thc hin
vi gi thuyt H0: tng quan gia cc bin
quan st bng khng trong tng th. Tip theo,
chng ta xem xt bngma trn tng quan
(Correlation Matrix) v bng ma trn xoay nhn t
nhm li v phn on c bao nhiu nhm
nhn t (i vi nhng bin yu t c gi tr t 0,5
tr ln).
Bc 3: chng ta da vo h s nhn t thnh

Trong : Fi: c lng tr s ca nhn t i

wi: trng s nhn t i
k:s bin yu t quan st.
Xi: Bin quan st thnh phn
S liu s dng trong nghin cu ny c thu
thp t hai ngun c bn: S liu th cp bao gm
nhng thng tin v th trng xe gn my ni
chung v thc trng tiu th xe gn my ca cc
i l trn a bn nghin cu ni ring. S liu s
cp da vo cuc kho st trc tip ngi s dng
xe gn my ti a bn nghin cu, c th l chn
thun tin nhng p vin ti cc ca hng kinh
doanh xe gn my; trong tp trung nhng p
vin mc tiu c xu hng thay i nhu cu v xe
gn my (chuyn t xe s sang xe tay ga).
C mu quan st c xc nh da vo xut
ca Bollen (1989) i vi nghin cu v hnh vi
tiu dng, c th l c mu tng ng vi 5 quan
st trn mi bin yu t. Ngoi ra, Fidell (1996)
gii thiu mt cch khc xc nh c mu nh
sau: n 8*m +50, trong n l kch c mu cn
thu thp, m l s bin yu t. Trn c s tham
chiu hai phng php xc nh c mu trn v s
bin quan st (ti thiu) trong khung phn tch
(08), c mu ti thiu ca nghin cu ny l 114
quan st (8*8 +50 = 114). Bng 1 trnh by c mu
v cch phn tng da vo a bn v nhu cu tiu
dng xe gn my.

Bng 1: M t c mu
a bn
Ninh kiu
Mn
Tht Nt
Ci Rng
Bnh Thy
Phong in
C
Thi Lai
Vnh Thnh
Tng
a

Dn sa
(1.000 ngi)
243,8
129,7
158,2
86,3
113,5
102,7
124,1
120,9
112,5
1.191,8

T l
chuyn i s
(%)
dng xe tay ga
20
11
13
7
10
9
10
10
10
100

20
11
13
7
10
9
10
10
10
100

Nin gim thng k Thnh ph Cn Th (2011)

20

S quan st
C nhu cu chuyn i
Tng
C kh nng Khng c kh
ti chnh nng ti chnh
18
16
54
10
9
30
12
11
36
7
6
20
8
8
26
7
7
23
8
8
26
8
8
26
7
7
24
85
80 265

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Nhm o m tnh i din v c mu ln

trong phn tch, tc gi tin hnh kho st 265 p
vin c chn thun tin theo s lng p vin
mc tiu ( Bng 1) ti cc ca hng, i l kinh
Bng 2: M t cc c im ca p vin (n=265)
c im
Gii tnh
Tui
Trnh hc
vn

Ngh nghip

Thu nhp

doanh xe gn my trn tt c 09 qun/huyn ca

thnh ph Cn Th. Mt s c im c bn ca
p vin c trnh by Bng 2.

Din gii
Nam
N
Di 25 tui
T 25 di 40
T 40 tr ln
Ph thng trung hc
Trung cp, cao ng
i hc
Sau i hc
Vin chc nh nc
Nhn vin cng ty
Hc sinh, sinh vin
T kinh doanh bun bn
Khc
Di 3 triu ng/thng
T 3 6 triu ng/thng
T 6 9 triu ng/thng
T 9 12 triu ng/thng
T 12 15 triu ng/thng
Trn 15 triu ng/thng

S quan st
144
121
120
101
44
57
73
109
26
23
119
85
19
19
81
91
57
11
11
14

T l
54,3
45,7
45,3
38,1
16,6
21,5
27,5
41,2
9,8
8,6
44,9
32,1
7,2
7,2
30,6
34,3
21,5
4,2
4,2
5,2

Ngun: S liu iu tra, 6/2013

Nhn chung, th trng xe gn my ti thnh

ph Cn Th tng ng vi th trng chung ca
c nc. Trong , Honda vn l thng hiu dn
u vi th phn gn 60%; k n l Yamaha vi
21%; SYM vi dng xe ph bin Attila cng chim
10%.Gn y, Piagio m i l ti Cn Th vi
4 dng xe tay ga l Beverly, Liberty, Fly v ZIP.

3 TH TRNG XE GN MY
TI CN TH
Qua kho st t cc ca hng, i l kinh doanh
xe gn my cho thy rng s lng tiu th xe gn
my ti th trng ny khong 65.000 chic/nm;
trong , xe tay ga chim gn 50% v c xu hng
tng dn.
SYM
10%

Kt qu phn tch t cuc kho st 265 p vin

ang s dng xe gn my ( Bng 4) cho thy rng
Honda l thng hiu u tin c ngi tiu dng
la chn, bnh qun chim 44,5%; k n l
thng hiu Yamaha, SYM, ng ch , i vi
nhm ngi tiu dng c xu hng chuyn sang s
dng tay ga, gn 50% trong s h s chn cc dng
xe ca Honda. T l chn thng hiu Yamaha ch
bng so vi trng hp ca Honda. K n, cc
dng xe tay ga ca SYM v Suzuki ch chim hn
10% c la chn. Trong khi , 4 dng xe tay ga
ca Piagio hu nh khng nm trong d nh la
chn, bi v nhn hiu kh mi v gi kh cao so
vi cc dng xe tay ga ph bin trn th trng.

PIAGIO
7%

SUZUKI
4%

YAMAHA
21%

HONDA
58%

Hnh 3: Th trng xe gn my ti thnh ph

Cn Th
Ngun: S liu iu tra, 6/2013

21

Tp ch Khoa hc Trng i hc Cn Th

Phn D: Khoa hc Chnh tr, Kinh t v Php lut: 38 (2015): 16-24

Bng 3: Xu hng la chn thng hiu xe gn my ca ngi tiu dng

Thng
hiu
Honda
Yamaha
SYM
Suzuki
Piagio
Khc
Tng

chuyn s dng
xe tay ga
Tn s
T l
40
40,0
32
32,0
17
17,0
5
5,0
6
6,0
0
0,0
100
100,0

C nhu cu chuyn s
dng xe tay ga
Tn s
T l
78
47,3
39
23,6
18
10,9
22
13,3
0
0,0
8
4,8
165
100,0

Tt c
Tn s
118
71
35
27
6
8
265

T l
44,5
26,8
13,2
10,2
2,3
3,0
100,0

Ngun: S liu iu tra, 6/2013

v dch v bo hnh, bo tr, v thng mi uy tn

th hin c nh hng mnh hn so vi cc
nhm nhn t khc.

4 CC YU T NH HNG N NHU
CU V QUYT NH MUA XE TAY GA
Sau khi thc hin cc bc sng lc nh kim
nh tin cy thang o v phn tch ma trn xoay
nhn t, th tc phn tch cui cng ca cng c
phn tch nhn t l xc nh ma trn h s nhn t,
nhm lm c s tp hp cc nhm nhn t th hin
cc yu t quan st c tng quan cht ch. Kt
qu ca ma trn h s nhn t c trnh by
Bng 4.

Tuy nhin, kt qu phn tch c s khc bit so

vi khung phn tch cng nh cc nghin cu c
lc kho. C th, nhng p vin tham gia cuc
kho st ti a bn nghin cu th hin s quan
tm ca h n nhm yu t v chnh sch bo
hnh (nh thi hn bo hnh, h thng cc im
bo hnh, dch v bo hnh) hn l cc chng
trnh chiu th, khuyn mi khi mua xe gn my.
Bn cnh , nhu cu v quyt nh mua xe tay ga
ca p vin gn lin vi mt s yu t sau: mun
th hin c tnh (chuyn t gi tr ct li - phng
tin i li - sang gi tr b sung - thi trang, thun
tin), v tc ng ca x hi (ng nghip, bn
b).

Nhn chung, cc bin yu t quan st c tp

hp thnh 7 nhm nhn t (xem Bng 4) th hin
nhng c im ring bit v nhu cu v quyt
nh mua xe tay ga (hoc chuyn t xe s sang
xe tay ga). Kt qu phn tch nhn t t cuc kho
st th hin s tng ng vi khung phn tch
xut Hnh 1 trn; trong , ngi tiu dng c
nhu cu xe tay ga s quan tm n cc nhm nhn
t, bao gm:

Sau khi hnh thnh cc nhm nhn t, k thut

kim nh tng quan (ANOVA) gia cc yu t
v c im c nhn (gm tui, trnh hc vn,
ngh nghip, thu nhp, kh nng ti chnh cho
quyt nh mua xe) v nhu cu cng nh quyt
nh mua xe tay ga. Kt qu kim nh i vi tng
c im c nhn cho thy rng khng c s
kt lun rng cc yu t c nhn trn c tc ng
ngha n nhu cu cng nh quyt nh mua xe tay
ga. Hay ni cch khc, khng c s khc bit gia
nhng ngi tiu dng c nhu cu v quyt nh
mua xe tay ga lin quan n tui, trnh hc
vn, ngh nghip, v thu nhp ca h. Cng lu
rng, k c nhng p vin ph thuc vo ti chnh
ca gia nh cng th hin nhu cu v quyt nh
mua xe tay ga, tng t nh trng hp nhng p
vin c kh nng v ti chnh.

F1: Thng hiu ni ting (yu t: X1, X2, X4,

X6, X10)
F2:Gi c ph hp (yu t: X19, X20, X21, X22)
F3: Tnh nng k thut (yu t: X5, X7, X8)
F4:Mu m kiu dng (yu t: X11, X12)
F5: An ton (yu t: X24, X25)
F6: Bo hnh (yu t: X13, X14, X15)
F7:c im c nhn v x hi (yu t: X3, X26,
X27, X28)
Khi xem xt mc nh hng cc nhm nhn
t n nhu cu v quyt nh chuyn i sang xe
tay ga, kt qu phn tch nhn t cho thy rng cc
nhm nhn t - nh kiu dng mu m, chnh sch

22

Tp ch Khoa hc Trng i hc Cn Th

Phn D: Khoa hc Chnh tr, Kinh t v Php lut: 38 (2015): 16-24

Bng 4: Kt qu phn tch ma trn h s nhn t

K hiu Bin quan st
X1
X2
X4
X6
X10
X19
X20
X21
X22
X13
X14
X15
X3
X26
X27
X28
X24
X25
X5
X7
X8
X11
X12

Thng hiu ph bin

Thng hiu uy tn
Hnh nh mnh m hn
bn cao
Ph hp mc ch s dng
Gi c cnh tranh
Thanh ton linh hot
Gi ph hp cht lng
Gi c ph hp thu nhp
Chnh sch bo hnh
Dch v bo hnh
H thng bo hnh rng khp
Dng xe ni ting ca hng
Thoi mi khi s dng
Th hin c tnh
T vn ca mi ngi
iu khin d dng
An ton khi s dng
Tiu th nhin liu hp l
Vn hnh m, n nh
Nhiu tnh nng, cng ngh mi
Mu m p, hp thi trang
a dng mu m

0,27
0,40
0,24
0,23
0,25
-0,15
-0,08
-0,02
0,15
-0,02
-0,04
-0,08
0,02
-0,05
-0,14
0,01
-0,15
0,00
0,06
-0,22
0,02
0,04
0,04

-0,00
-0,05
0,04
-0,06
-0,07
0,26
0,34
0,23
0,39
-0,13
-0,07
-0,03
-0,06
0,00
-0,10
0,12
-0,01
-0,06
0,08
-0,03
0,05
-0,08
0,17

Nhn t
3
4
-0,08
-0,03
-0,02
0,03
-0,01
0,01
-0,05
0,04
-0,24
0,44
0,40
0,36
0,02
-0,06
0,08
-0,08
0,01
0,10
-0,22
0,01
0,02
-0,02
-0,13

0,10
-0,03
-0,08
-0,09
-0,06
0,06
-0,03
0,03
-0,14
-0,07
0,04
0,03
0,28
0,31
0,45
0,32
-0,03
-0,06
-0,04
0,05
-0,04
-0,13
0,02

-0,06
-0,10
0,01
0,01
-0,05
-0,09
-0,05
-0,06
0,19
-0,07
0,05
0,05
-0,14
0,27
-0,12
0,07
0,39
0,42
0,14
0,01
-0,16
-0,07
-0,01

-0,18
-0,20
0,05
0,12
0,01
0,17
0,13
-0,14
-0,12
0,00
-0,11
-0,02
0,13
-0,08
0,01
-0,01
0,10
-0,15
0,29
0,45
0,40
0,11
-0,02

0,14
0,03
0,02
-0,20
0,10
-0,01
-0,02
0,08
-0,10
0,01
-0,05
-0,08
-0,16
-0,13
0,11
-0,16
0,00
-0,06
0,03
0,22
-0,05
0,62
0,38

Ngun: S liu iu tra, 6/2013

5 KT LUN

Kt qu phn tch trn gii thch c cc

cu hi nghin cu cng nh mc tiu nghin cu.
C th l, cc nhm yu t nh hng n nhu cu
v quyt nh mua xe tay ga ca ngi tiu dng
tp trung vo thng hiu ni ting, gi c, an ton,
kiu dng, tnh nng k thut, Nhng ngi tiu
dng c kho st trong nghin cu ny th hin
s quan tm ca h n chnh sch bo hnh nhiu
hn chnh sch khuyn mi nh trc y. Hn
na, quyt nh mua xe tay ga c gii thch
gn lin vi tnh th hin ca c nhn hn cc yu
t c nhn khc nh tui, trnh , ngh nghip, v
thu nhp.

Th trng sn phm tiu dng ni chung v xe

gn my ni ring ti Vit Nam v ang th hin
s thay i mnh m trong nhng nm gn y, n
chuyn dn t gi tr s dng nh l mt phng
tin i li sang gi tr cm nhn th hin s snh
iu, xu hng thi i.
Thng tin th cp t cc ca hng, i l kinh
doanh xe gn my v kt qu kho st t 265 ngi
s dng xe gn my ti a bn nghin cu cho
thy rng xe tay ga hin nay c ngi tiu dng
u tin la chn khi mua xe gn my, k c nhng
ngi mua mi v s dng xe s. Tuy nhin, c
s khc bit ln trong quyt nh la chn gia
nhng thng hiu, dng xe tay ga khi quyt nh
mua; trong , Honda l thng hiu c ngi
tiu dng a chn nht, tip theo l Yamaha, SYM,
Suzuki,

Tm li, kt qu phn tch t nghin cu ny

cung cp thng tin tng quan v th trng v nhu
cu xe gn my ni chung v xe tay ga ni ring ti
thnh ph Cn Th. Bn cnh nhng kt qu thu
c, nghin cu ny cng tn ti mt vi hn ch
23

Tp ch Khoa hc Trng i hc Cn Th

Phn D: Khoa hc Chnh tr, Kinh t v Php lut: 38 (2015): 16-24

sau y: th nht, c mu (265) cha tht s ln

tng ng vi a bn nghin cu c nhng li th
v kinh t - x hi v dn s. Th hai, cha phn
tch chi tit v nhu cu v quyt nh mua gia khu
vc thnh th v nng thn, bi v iu kin giao
thng v mc ch s dng kh khc nhau. Hn ch
cui cng l nghin cu cha c lng mc
nh hng ca cc nhm yu t n nhu cu v
quyt nh mua xe tay ga; m n ch dng li kt
qu phn tch nhn t.
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2. Bollen, K. A. (1989),Structural Equations
with Latent Variables, New York: John
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(2012), The impact of breand personality on
product sale through brand equity.
International Journal of Academic Research in
Business and Social Sciences 2(11): 294-309.
4. Fidell, T. (1996),Using multivariate
statistics: HarperCollins College.

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5. Georgescu-Roegen, N, (1936). The pure

theory of consumer's behaviour,The
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(2005),Phn tch d liu nghin cu vi
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xut bn Lao ng - X hi.
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xe gn my tay ga ca ngi dn thnh ph
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