B GIO DC V O TO TRNG I HC KINH T TP.

HCM

T TH LAN HNG

NGHIN CU CC YU T RI RO NH HNG N NH MUA HNG TRC TUYN CA KHCH HNG TI THNH PH H CH MINH

LUN VN THC S KINH T

TP. H Ch Minh, thng 10/2013

B GIO DC V O TO TRNG I HC KINH T TP. HCM

T TH LAN HNG

NGHIN CU CC YU T RI RO NH HNG N NH MUA HNG TRC TUYN CA KHCH HNG TI THNH PH H CH MINH

LUN VN THC S KINH T

Chuyn ngnh: Kinh doanh thng mi M s: 60340121

Ngi hng dn khoa hc TS. BI THANH TRNG

TP. H Ch Minh, thng 10/2013

LI CAM OAN

Ti xin cam oan lun vn Nghin cu cc yu t ri ro nh hng n nh mua hng trc tuyn ca khch hng ti thnh ph H Ch Minh l cng trnh nghin cu ca ring ti. Cc s liu trong ti ny c thu thp v s dng mt cch trung thc. Kt qu nghin cu c trnh by trong lun vn ny khng sao chp ca bt c lun vn no v cng cha c trnh by hay cng b bt c cng trnh nghin cu no khc trc y. TP. HCM, thng 10-2013 Tc gi lun vn T Th Lan Hng

M C L C Trang ph ba Li cam oan Mc lc Danh sch bng, biu Danh sch hnh v, th Danh mc cc t vit tt CHNG 1: GII THIU CHUNG V TI ...............................................1 1.1 Tnh cp thit ca ti ......................................................................................1 1.2 Mc tiu nghin cu............................................................................................2 1.3 Phng php nghin cu.....................................................................................2 1.4 i tng v phm vi nghin cu .......................................................................3 1.5 ngha thc tin .................................................................................................3 1.6 B cc lun vn ...................................................................................................4 CHNG 2: C S L THUYT V M HNH NGHIN CU.................5 2.1 Tng quan............................................................................................................5 2.1.1 Khi nim dch v mua hng trc tuyn ..........................................................5 2.1.2 Cc loi hnh mua hng trc tuyn ..................................................................5 2.1.3 Quy trnh mua bn trc tuyn ..........................................................................7 2.1.4 Phng thc thanh ton v giao nhn ..............................................................8 2.1.5 Li ch v ri ro ca mua hng trc tuyn .....................................................10

2.2 Cc m hnh l thuyt lin quan n mua sm trc tuyn ................................13 2.2.1 Thuyt hnh ng hp l (TRA) ....................................................................14 2.2.2 M hnh chp nhn cng ngh (TAM)...........................................................14 2.2.3 M hnh chp nhn thng mi in t (e-CAM - E-Commerce Adoption Model) . .............................................................................................................16

2.3 Cc yu t ri ro nh hng nh mua sm trc tuyn ..................................17 2.3.1 Cc m hnh nghin cu ri ro trong mua sm trc tuyn ............................17 2.3.1.1 Thuyt nhn thc ri ro (TPR) ....................................................................17 2.3.1.2 Cc nghin cu lin quan nhn thc ri ro sn phm dch v ....................18 2.3.1.3 Cc nghin cu lin quan nhn thc ri ro giao dch trc tuyn ................20 2.3.2 Cc yu t ri ro nh hng hnh vi mua sm trc tuyn .............................21 2.4 xut m hnh l thuyt v gi thuyt ...........................................................23 2.4.1 xut m hnh l thuyt ..............................................................................23 2.4.2 Cc gi thuyt .................................................................................................25 CHNG 3: PHNG PHP NGHIN CU ................................................27 3.1 Quy trnh nghin cu ........................................................................................27 3.2 Nghin cu nh tnh .........................................................................................28 3.3 Xy dng thang o ............................................................................................30 3.4 Nghin cu nh lng......................................................................................31 CHNG 4. KT QU NGHIN CU ...........................................................34 4.1 M t mu .........................................................................................................34

4.1.1 Thng tin nhn bit vic s dng dch v MHTT..........................................34 4.1.2 Thng tin thuc tnh i tng nghin cu....................................................35 4.2 nh gi thang o .............................................................................................37 4.2.1 Phn tch tin cy Cronbach Anpha ............................................................37 4.2.2 Phn tch nhn t khm ph EFA...................................................................38 4.3 Kim nh m hnh v gi thuyt nghin cu ...................................................42 4.3.1 Phn tch tng quan......................................................................................42 4.3.2 Phn tch hi quy ............................................................................................43 4.3.3 Gi nh khng c mi tng quan gia cc bin c lp (o lng a cng tuyn) .......................................................................................................................47 4.3.4 Phn tch nh hng ca cc bin nh tnh n xu hng tiu dng ...........47 4.3.4.1 Kim nh s khc nhau v nh hnh vi mua sm trc tuyn theo gii tnh .................................................................................................................................47 4.3.4.2 Kim nh s khc nhau v nh hnh vi mua sm trc tuyn theo thu nhp .................................................................................................................................49 CHNG 5: KT LUN V KIN NGH.......................................................52 5.1 Kt lun .............................................................................................................52 5.2 Mt s kin ngh gim ri ro trong MHTT .......................................................54 5.3 Hn ch v hng nghin cu tip theo ............................................................56 DANH MC TI LIU THAM KHO PH LC

DANH SCH BNG BIU Bng 4.1: T l nhn bit cc trang web bn hng trc tuyn ph bin .................34 Bng 4.2: Thi gian trung bnh mt ln truy cp MHTT........................................35 Bng 4.3: Tn sut truy cp cc trang web bn hng in t trc tuyn ................35 Bng 4.4: Thng k mu kho st ...........................................................................36 Bng 4.5: Kim nh cc thang o bng Cronbachs Alpha ...................................38 Bng 4.6: Kt qu phn tch EFA thang o cc thnh phn ri ro .........................40 Bng 4.7: nh gi li tin cy ca nhn t CN ..................................................41 Bng 4.8: nh gi li tin cy ca nhn t TC ..................................................42 Bng 4.9: Ma trn tng quan gia cc bin ..........................................................43 Bng 4.10: Thng k m t cc bin phn tch hi quy ..........................................43 Bng 4.11: Bng nh gi ph hp ca m hnh ...............................................44 Bng 4.12: Phn tch phng sai (hi quy) .............................................................44 Bng 4.13: H s hi quy s dng phng php Enter ..........................................45 Bng 4.14: Kim nh T-test i vi bin gii tnh ................................................48 Bng 4.15: Kim nh Anova i vi bin thu nhp ..............................................49

DANH SCH HNH V, TH Hnh 2.1: Quy trnh mua bn trc tuyn ...................................................................7 Hnh 2.2: Thuyt hnh ng hp l (TRA).............................................................14 Hnh 2.3: M hnh chp nhn cng ngh (TAM) ...................................................15 Hnh 2.4: M hnh chp nhn thng mi in t (e-CAM - E-Commerce Adoption Model) ..............................................................................................................16

Hnh 2.5: Thuyt nhn thc ri ro (TPR) ................................................................17 Hnh 2.6: M hnh nghin cu xut ...................................................................23 Hnh 3.1: Quy trnh nghin cu ..............................................................................27 Hnh 4.1: Kt qu phn tch hi quy .......................................................................45

DANH MC CC T VIT TT ANOVA: Analysis Variance: Phn tch phng sai ATM: Automatic Teller Machine: my rt tin t ng B2B: Business to business: Doanh nghip ti doanh nghip B2C: Business to Consumers / Business to Customers: Doanh nghip ti ngi tiu dng C2C: Consumer-to-Consumer: Ngi tiu dng ti ngi tiu dng C2B: Consumer-to-Business: Ngi tiu dng ti doanh nghip E-CAM: E-Commerce Acceptance Model: M hnh chp nhn thng mi in t EFA: Exploratory Factor Analysis: yu t khm ph G2C: Government-to-citizens: Chnh ph ti ngi tiu dng IT: Information Technology: Cng ngh thng tin KMO: H s Kaiser - Mayer Olkin MHTT: Mua hng trc tuyn PB: Hnh vi mua PRP: Perceive Risk of Product: Nhn thc ri ro i vi sn phm PRT: Perceive Risk of Technology: Nhn thc ri ro trong phm vi giao dch trc tuyn PU: Perceive Usefulness: Nhn thc s hu ch PEU: Perceive Ease of Use: Nhn thc tnh d s dng Sig: Observed significance level: Mc ngha quan st

SPSS: Statistical Package for the Social Sciences: Phn mm thng k cho khoa hc x hi TPR: Theory of Perceived Risk: Thuyt nhn thc ri ro TAM: Technology Acceptance Model: M hnh chp nhn cng ngh TP. HCM : Thnh ph H Ch Minh TRA: Theory of Reasoned Action: Thuyt hnh ng hp l

DANH SCH PH LC Ph lc 1: Dn bi tho lun nghin cu nh tnh Ph lc 2: Bng cu hi nghin cu nh lng Ph lc 3: Kim nh thang o bng Cronbachs Alpha Ph lc 4: Phn tch nhn t khm ph EFA Ph lc 5: Kt qu phn tch hi quy a bin Ph lc 6: Phn tch T-test, Anova

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CHNG 1: GII THIU CHUNG V 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. 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. 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 2012, c 38% website cho php t hng v 3,5% website c chc nng thanh ton trc tuyn (B Thng mi, 2012). 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 2012 ln 17,5% nm 2012. 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, 2012). Bn cnh , trong nhng nm qua, t l ngi s dng internet cng tng nhanh chng. iu cho thy, s pht trin cc website bn hng qua mng vn cha tng ng vi s pht trin internet Vit Nam. T , mt nghin cu v lnh vc mua hng 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 ri ro chnh nh hng n nh s dng dch v mua hng trc tuyn (MHTT). Ngoi ra, vic p dng mt m hnh l thuyt trn th gii vo hon cnh

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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 ri ro nh hng n nh mua hng trc tuyn ca khch hng ti thnh ph H Ch Minh c thc hin nhm gii quyt cc vn . 1.2 Mc tiu nghin cu T nhng nhn xt v mong mun nu trn, mc tiu ca ti s hng vo nghin cu cc vn c th nh sau: - Xc nh yu t ri ro tc ng n nh s dng MHTT. Cng vic ny bao gm vic khm ph, phn tch v nh gi nhng yu t ri ro c kh nng tc ng n xu hng thay i thi s dng mua sm trc tuyn ti Vit Nam. - xut nhng kin ngh cho cc nh cung cp cc dch v MHTT trong vic thit k cc tnh nng, dch v nhm p ng cc yu cu ca ngi tiu dng v gim thiu ri ro. 1.3 Phng php nghin cu - ti c thc hin theo hai bc: Bc 1: Nghin cu s b c thc hin thng qua nghin cu nh tnh trn c s nghin cu cc vn l thuyt v ri ro trong giao dch trc tuyn trn th gii, cc m hnh c kt t nhng nghin cu trc y kt hp vi phng php tho lun nhm nhm thit lp bng cu hi s dng cho vic nghin cu chnh thc tip theo. Bc 2: Nghin cu chnh thc bng nh lng nhm mc ch kho st cc nh gi ca ngi tng tham gia giao dch hoc c nh giao dch mua sm trc tuyn hnh thc B2C v nhng ri ro nh hng n xu hng thay i thi mua sm trc tuyn Vit Nam.

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1.4 i tng v phm vi nghin cu Do gii hn v thi gian, nghin cu ch c thc hin trong phm vi nh sau: i tng nghin cu i tng nghin cu l ri ro trong MHTT, cc yu t ri ro tc ng n nh MHTT, mi lin h, tm nh hng ca cc yu t ny trong m hnh ri ro trong MHTT. Nghin cu c thc hin thng qua vic thu thp thng tin cp mt t nhng ngi c kho st bng bng cu hi, t phn tch d liu xc nh, lm sng t vn cn nghin cu. Phm vi nghin cu Phm vi nghin cu l nhng khch hng v ang mua sm trc tuyn v nhng khch hng c nh s dng dch v mua sm trc tuyn ti TP. HCM. 1.5 ngha thc tin Kt qu nghin cu gip cho mi ngi quan tm c c s ban u v vic xc nh ng n vai tr ca cc yu t ri ro lin quan n xu hng thay i thi MHTT. Qua , tc gi mun ng gp kt qu nghin cu ca mnh vo hiu bit chung i vi vic chp nhn ca ngi s dng MHTT. y cng l mt hot ng kinh t cn tng i mi m, cn b ng cho nn rt cn cc nghin cu cho vic p dng thnh cng trong thc t. Cc yu t tm thy trong qu trnh nghin cu c th c vn dng t chc mt h thng mua sm trc tuyn trong tng doanh nghip c th sao cho ph hp vi mi trng kinh doanh Vit Nam. V cng nh m cc doanh nghip thc hn v vai tr ca mua sm trc tuyn khng ngng nng cao h thng phc v khch hng (i tc, ngi tiu th, ). Bn cnh , phng php nghin cu s dng trong nghin cu ny cng gp phn nh hng cho cc nghin cu tip theo v phng php xc nh, o lng, nh gi cc ri ro nh hng n xu hng thay i thi s dng mua sm trc tuyn ni chung. Tng doanh nghip Vit Nam c th s dng kt qu nghin cu, iu chnh cc thang o cho tng trng hp c th t chc m hnh kinh doanh mua sm trc tuyn ca ring chnh mnh.

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1.6 B cc lun vn Lun vn bao gm 5 chng: Chng 1: GII THIU CHUNG V TI Chng ny trnh by tnh cp thit ca ti, qua nu ln mc tiu m ti hng n, phm vi nghin cu, ngha thc tin ca ti, ng thi cng 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 ri ro khi mua sm trc tuyn. 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 mua sm trc tuyn. Bn cnh , lun vn cng nu ln nhng ng gp ca ti, cc hn ch v hng nghin cu tip theo.

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CHNG 2: C S L THUYT V M HNH NGHIN CU 2.1 Tng quan 2.1.1 Khi nim dch v mua hng trc tuyn Cc nh ngha mua hng trc tuyn (online shopping) nh sau: 1. Mua hng trc tuyn 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 trc tuyn 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 trc tuyn 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 trc tuyn 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 Cc loi hnh mua hng trc tuyn C hai m hnh mua hng trc tuyn chnh yu nht l: B2B (business-tobusiness) v B2C (business-to-consumer). B2B l m hnh mua hng trc tuyn m trong ngi tham gia l cc doanh nghip hoc cc t chc. Hin nay, phn ln mua hng trc tuyn l thc hin theo m hnh ny. V d v m hnh B2B: cc doanh nghip mua hng ca nhau, cung cp nguyn vt liu, cc doanh nghip bn hng cho h thng i l ca mnh qua mng,

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B2C l m hnh mua hng trc tuyn trong doanh nghip bn hng cho ngi tiu dng trc tip. V d v m hnh B2C chuyn ngnh in t, vin thng: trang web http://www.thegioitructuyen.vn do cng ty Th gii trc tuyn lm ch qun, www.sieuthivienthong.com thuc cng ty C phn Vin thng Chu... Ngoi hai m hnh chnh trn, hin nay trn Internet cng hnh thnh nhiu m hnh mi: C2C (consumer-to-consumer): c nhn bn hng trc tip cho c nhn. Cc ng dng chnh nh bn bt ng sn, xe hi, cc hng tiu dng, trao i a nhc, phn mm, bn u gi, t vn, chia s kinh nghim v.v. C2B (consumer-to-business): c nhn c th tm kim doanh nghip bn hng (hng ha, phn mm) cho doanh nghip. C nhiu cng ty phn mm thc hin thu vit phn mm trn mng. Cc c nhn mi ni u c th tham gia nhn hp ng trn mng, vit phn mm theo yu cu, sau gi qua mng n cng ty. Cng ty s kim tra cht lng sn phm v thanh ton cho c nhn qua ti khon ngn hng. G2C (Government-to-citizens): cc t chc nh nc thc hin mua bn hng ha, dch v, thng tin vi doanh nghip v cng dn. Online banking: truy cp vo cc dch v ngn hng v c nhn hay doanh nghip t dch v thng mi trc tuyn hay qua mng Internet. - Cc m hnh ny cn tip tc pht trin trong tng lai khi cc ng dng cng ngh thng tin c thi gian thm nhp vo cc hot ng ca x hi. Trong phm vi nghin cu ca ti ny th tc gi tp trung nghin cu v m hnh B2C.

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2.1.3 Quy trnh mua bn trc tuyn Hnh 2.1: Quy trnh mua bn trc tuyn

(Ngun: Tng hp t cc trang web) 1. Ngi mua hng truy cp vo trang web (hu ht cc trang web bn hng trc tuyn u yu cu bn to mt ti khon ng nhp v tin hnh mua hng, nu cha c ti khon th bn phi to mt ti khon) tm n sn phm cn mua, thc hin cc thao tc chn sn phm mnh quyt nh mua v chi v lm theo cc thao tc theo s hng ca web. 2. Web m ho thng tin thu thp c t ngi mua hng khai bo v gi yu cu n Trung tm thanh ton in t. 3. Nhn c cc thng tin t web h thng thanh ton in t m ho thng tin v gi n ngn hng ca ngi mua hng xc thc thng tin ti khon ngi mua v xc nhn, hoc khng xc nhn thng tin trn.

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4. H thng thanh ton in t gi mt bo gi v tng s tin m ngi mua phi thanh ton. 5. H thng thanh ton in t gi n t hng ti ngi bn chun b n hng theo cc thng tin yu cu ca n hng. 6. Ngi mua np tin vo th hoc s d cn hn mc mua n hng. 7. Ngn hng pht hnh th ca ngi mua t ng chuyn tr tin cho ngn hng ca ngi bn thanh ton s tin ca n hng. 8. Ngn hng ca ngi bn khi nhn c tin s gi giy bo c v cho ngi bn hng. 2.1.4 Phng thc thanh ton v giao nhn Thanh ton in t l mt trong nhng iu kin ct li pht trin mua sm trc tuyn. Vi vai tr l mt khu khng th tch ri ca quy trnh giao dch v trong nhiu trng hp thanh ton in t cn l bin php xc thc vic k kt hp ng gia ngi bn v ngi mua trong mt giao dch mua sm trc tuyn trn mi trng Internet. S khc bit c bn gia mua sm trc tuyn vi cc ng dng khc cung cp trn Internet chnh l nh kh nng thanh ton trc tuyn ny. Do vy, vic pht trin thanh ton trc tuyn s hon thin mua sm trc tuyn. mua sm trc tuyn c theo ng ngha ca n cc giao dch hon ton qua mng, ngi mua ch cn thao tc trn my tnh c nhn ca mnh mua hng, cc doanh nghip c nhng h thng x l tin s t ng. Mt khi thanh ton trong mua sm trc tuyn an ton, tin li, vic pht trin mua sm trc tuyn trn ton cu l mt iu tt yu vi dn s ng o v khng ngng tng ca mng Internet. iu kin cn pht trin h thng thanh ton in t : H thng thanh ton ngn hng hin i, trong phn ln cc giao dch c tin hnh thng qua phng tin in t.

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H tng k thut ca x hi t trnh tin tin, phn ln cc doanh nghip c ni mng v kt ni vi h thng ngn hng. C s php l ca thanh ton in t c thit lp ng b, gi tr php l ca thanh ton in t c tha nhn v c nhng quy nh ti chnh k ton tng ng. H tng an ton bo mt trong thanh ton in t c m bo. Thi quen mua bn ca ngi tiu dng v tp qun kinh doanh trong x hi t trnh tin tin. gc k thut, hin nay c rt nhiu cc cng ngh, k thut lin quan n vn ny. Tuy nhin, chng ta c th chia ra thnh nhng nhm nh sau: Cng ngh phc v khch hng: th tn dng, th cho vay, cc my rt tin t ng (ATM), th lu gi tr v ngn hng in t. Cng ngh tr gip cho Thng mi in t: tin in t, sc in t, th thng minh v th tn dng m ha. Cng ngh h tr cho cc cng ty (doanh nghip): cc h thng thanh ton ngn hng cung cp cho khch hng, v d nh h thng thanh ton hi oi t ng... Cc hnh thc vn chuyn ph bin 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.

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- 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). 2.1.5 Li ch v ri ro ca mua hng trc tuyn Li ch - Mua sm trc tuyn tc ng tch cc n x hi v nn kinh t. Mua sm trc tuyn m ra cho nn kinh t nhng hng pht trin mi. To thm nhiu ngnh ngh mi, nhiu cng n vic lm, ct gim chi ph khng cn thit, to vng quay vn nhanh hn, kch thch s cnh tranh, kch cu ca x hi v kch thch s pht trin ca sn phm nhm tha mn ti a nhu cu tiu dng. Kch thch doanh nghip lun nng ng trong qun l v sng to tm kim cc tng kinh doanh mi. C th ni, mua sm trc tuyn l ng lc hon thin v thc y s pht trin ca nn kinh t. - Sau y l mt s tc ng tch cc ca mua sm trc tuyn i vi doanh nghip, ngi tiu dng v x hi. Tc ng ca mua sm trc tuyn vi doanh nghip: - Gip m rng th trng khng nhng trong nc m cn ra quc t. Vi chi ph thp nht, doanh nghip c th vn ti nhiu khch hng hn, tm kim nh cung cp tt hn, i tc ph hp hn trn khp th gii. - Ct gim chi ph qun l, lu hnh thng tin, cc vin thng, bu chnh, tn kho, giao nhn. - Rt ngn thi gian p ng cho khch hng: n t hng trc tuyn hng nhanh chng c nhn vin bn hng x l nh cc cng c tin hc ha v hng ha nhanh chng c chuyn giao cho khch hng. - Rt ngn thi gian a sn phm ra th trng: vi mng li khch hng trc tuyn, doanh nghip c th tip cn nhiu ng gp ca khch hng. Vi cch lm

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vic trn mng trc tuyn, cc b phn t kinh doanh tip th, cho n nghin cu pht trin, thit k, sn xut th nghim, v.v. nhanh chng trao i thng tin vi nhau hon thin sn phm a ra th trng. - To ra nhiu m hnh kinh doanh mi mang li li nhun: nh c cc phng tin cng ngh thng tin m cc tng mi lun c thc hin kp thi, gip cho doanh nghip tip cn khch hng t nhiu kha cnh khc nhau v tha mn ti a nhu cu ca khch hng. - Cng tc qun l kinh doanh cht ch hn nh tin hc ha: cc quy trnh sn xut, kinh doanh u c tin hc ha, qun l khoa hc v cht ch, mang li hiu qu qun l cao. - Chm sc khch hng chu o hn: nh cc cng c tin hc vi d liu y v khch hng, khch hng lun c h tr thng tin kp thi nh cc phng tin my tnh. - Xy dng hnh nh doanh nghip tt hn: nh lun c giao tip trc tuyn trn mng vi cc thng tin v dch v phong ph, khch hng cm thy s gn gi v ng tin cy ca doanh nghip. Ni chung, ng dng mua sm trc tuyn t ra yu cu cho cc doanh nghip phi nhanh chng chuyn i cng ngh, nhanh chng nm bt nhng c hi a ra cc sn phm/ dch v mi cho ph hp v p ng th trng, hng cc hot ng ca mnh n khch hng mt cch tt nht. V vy, doanh nghip phi lun hon thin li c cu t chc, dy chuyn sn xut, h thng t chc sn xut p ng nhu cu th trng mt cch linh hot, ci tin phng php tip th, bn hng, nhy bn trong chin lc kinh doanh. Bn cnh , h thng ti chnh, hot ng ngn hng cng phi c ci tin cho ph hp vi cc phng thc thanh ton mi. Tc ng ca mua sm trc tuyn i vi ngi tiu dng: - Khch hng mua hng tin li v khng gian v thi gian: bt c lc no, ni u, khch hng cng u c th thng qua mng Internet mua hng ha.

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- Khch hng c nhiu la chn hn khi mua hng v c nhiu nh cung cp, c nhiu ngun thng tin tham kho. Trn mng, khch hng c th tm kim nhanh chng nhiu nh cung cp la chn. - Gi hng ha thp hn do nh cung cp ct gim c chi ph sn xut v qun l. i vi hng ha s ha c nh sch, bo, phim, nhc, phn mm, t vn thng tin, thi gian giao hng c rt ngn. - Khch hng c chm sc hu mi tt hn nh c t vn 24/24 trn mng. - Khch hng c iu kin chia s kinh nghim s dng vi nhau trn mng. Tc ng ca mua sm trc tuyn i vi x hi: - To ra nhiu ngnh ngh, vic lm mi cho x hi: mua sm trc tuyn pht trin th ngnh my tnh, vin thng, ngnh cng nghip phn mm, ngnh giao nhn, v.v. pht trin mnh hn. Nhiu ngh nghip mi cng xut hin i i vi cc dch v h tr mua sm trc tuyn v cc ngnh ngh ni trn. - Gim chi ph chung cho x hi nh chi ph qun l, sn xut, i li. - Cht lng dch v c hon thin hn: nhiu dch v c cung cp vi y thng tin hn, nhanh hn, st i tng hn. V d, dch v o to t xa, chn bnh qua mng c cung cp ti vng xa xi vi cc thng tin chi tit nht. - Nhiu i tng tip cn vi hng ha v thng tin, do c tc dng kch cu mnh hn, lm cho sc sn xut ca x hi tng ln. Ri ro Bn cnh nhng mt tch cc, mua sm trc tuyn vn cn nhng hn ch ca n. C hai loi hn ch, mt nhm mang tnh k thut, mt nhm mang tnh thng mi. Mt s cn tr ln nht ca mua sm trc tuyn theo th t l: An ton

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S tin tng v ri ro Thiu nhn lc v mua sm trc tuyn Vn ha Thiu h tng v ch k s ha (hot ng ca cc t chc chng thc cn hn ch) Nhn thc ca cc t chc v mua sm trc tuyn Gian ln trong Thng mi in t (th tn dng...) Cc sn giao dch B2B cha tht s thn thin vi ngi dng Cc ro cn mua sm trc tuyn truyn thng Thiu cc tiu chun quc t v mua sm trc tuyn. 2.2 Cc m hnh l thuyt lin quan n mua sm trc tuyn 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.

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2.2.1 Thuyt hnh ng hp l (TRA) Hnh 2.2: Thuyt hnh ng hp l (TRA)

(Ngun: Ajzen v Fishbein, 1970) 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 dng i vi sn phm. Cn chun ch quan th hin nh hng ca quan h x hi ln c nhn ngi tiu dng. 2.2.2 M hnh chp nhn cng ngh (TAM) Davis (nm 1986) xut M hnh chp nhn cng ngh (Technology Acceptance Model TAM).

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c m phng da vo TRA- c cng nhn rng ri l mt m hnh tin cy v cn bn trong vic m hnh ha vic chp nhn cng ngh thng tin (Information Technology - IT) ca ngi s dng. Hnh 2.3: M hnh chp nhn cng ngh (TAM)

(Ngun: Davis, 1986) - C 05 (nm) bin chnh sau: (1) Bin bn ngoi (bin ngoi sinh) hay cn gi l cc bin ca th nghim trc y: y l cc bin nh hng n nhn thc s hu ch (perceive usefulness-PU) v nhn thc tnh d s dng (perceive ease of use - PEU). V d ca cc bin bn ngoi l s o to, kin hoc khi nim khc nhau trong s dng h thng. (2) Nhn thc s hu ch: Ngi s dng chc chn nhn thy rng vic s dng cc h thng ng dng ring bit s lm tng hiu qu/ nng sut lm vic ca h i vi mt cng vic c th. (3) Nhn thc tnh d s dng: L mc d dng m ngi dng mong i khi s dng h thng. (4) Thi hng n vic s dng: L thi hng n vic s dng mt h thng c to lp bi s tin tng v s hu ch v d s dng.

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(5) D nh s dng: L d nh ca ngi dng khi s dng h thng. D nh s dng c mi quan h cht ch n vic s dng thc s. Theo nghin cu ca Davis, nhn thc s hu ch l yu t quyt nh vic con ngi s dng my tnh v nhn thc tnh d s dng l yu t quyt nh c th th hai dn n vic con ngi s dng my tnh. TAM c xem l m hnh c trng ng dng trong vic nghin cu vic s dng mt h thng v TAM l m hnh o lng v d on vic s dng h thng thng tin (IS). Nh vy, Thng mi in t cng l mt sn phm ca pht trin cng ngh thng tin, do , m hnh kho st cc yu t tc ng vo vic chp thun IT cng c p dng thch hp cho vic nghin cu vn tng t trong Thng mi in t. 2.2.3 M hnh chp nhn thng mi in t (e-CAM - E-Commerce Adoption Model) Hnh 2.4: M hnh chp nhn thng mi in t (e-CAM - E-Commerce Adoption Model)

(Ngun: Joongho Ahn v cng s, 2001)

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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. Trong m hnh ny c cc yu t v ri ro tc ng n hnh vi mua hng trc tuyn. Tc gi cng s s dng hai yu t ny trong m hnh nghin cu ca mnh. 2.3 Cc yu t ri ro nh hng nh mua sm trc tuyn 2.3.1 Cc m hnh nghin cu ri ro trong mua sm trc tuyn 2.3.1.1 Thuyt nhn thc ri ro (TPR) Trong thuyt nhn thc ri ro 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 2.5: Thuyt nhn thc ri ro (TPR)

(Ngun: 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.

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- 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. Di y tc gi s trnh by v mt s nghin cu lin quan n hai yu t ri ro trn. 2.3.1.2 Cc nghin cu lin quan nhn thc ri ro sn phm dch v Bauer (1960) cp rng nim tin v nhn thc ri ro nh l yu t ch yu v i vi hnh vi tiu dng n c th l mt yu t chnh nh hng vic chuyn i t ngi duyt web n ngi mua hng tht s. Cox v Rich (1964) cp n nhn thc ri ro nh l tng ca cc nhn thc bt nh bi ngi tiu dng trong mt tnh hung mua hng c th. Cunningham (1967) nhn thc ri ro t kt qu thc hin khng tt, nguy him, ri ro sc khe v chi ph. Roselius (1971) nhn dng bn loi tn tht lin quan n cc loi ri ro, l: thi gian, s may ri, bn ng v tin bc. Jacoby v Kaplan (1972) phn loi nhn thc ri ro ca ngi tiu dng thnh su loi ri ro sau: ti chnh (financial), kt qu thc hin (performance), vt l (physical), tm l hc (psychological), x hi (social), nhn thc chung v ri ro. C th nh sau: Ti chnh: Ri ro m sn phm khng hot ng hiu qu; hoc sn phm khng ng gi ti chnh, gi ca sn phm cao hn gi cc ca hng thng thng. Kt qu thc hin: Ri ro m sn phm s khng thc hin nh k vng. Vt l: Ri ro v s an ton ca ngi mua hng hay nhng ngi khc trong vic s dng sn phm.

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Tm l hc: Ri ro m sn phm s c cht lng/hnh nh thp hn mong i/ hnh dung ca khch hng. X hi: Ri ro m mt s la chn sn phm c th mang li kt qu bi ri trc bn b/gia nh/ng nghip Nhn thc chung v ri ro: nhn thc chung ca ngi mua nu kt hp cc yu t ri ro trn li trong vic bn mua mt sn phm khng quen thuc vi bn. Taylor (1974) th cho rng s bt nh v nhn thc ri ro c th sinh ra nhng lo ngi v iu ny s nh hng n qu trnh ra quyt nh tiu dng sn phm ca khch hng. Cn theo Murphy v Enis (1986) nh ngha nhn thc ri ro nh l s nh gi ch quan ca ngi tiu dng v kt qu to ra mt sai lm mua hng. Qua , ta c th rt ra mt nhn xt l khi chng ta khng th thy hay tip xc trc tip sn phm/ dch v trong th trng in t (ngha l cc c tnh v hnh) th ngi tiu dng rt d dng cm thy bn khon hay khng chc chn khi h tin hnh giao dch vi nhng ngi bn hng trc tuyn. V d: sn phm/ dch v c cung ng cho ngi tiu dng c th khng c thc hin nh mong i; hn na, ngi tiu dng c th c yu cu chu cc loi chi ph vn chuyn v bc d khi tr li hay i sn phm/dch v. V nh vy l pht sinh tn tht v kt qu thc hin v ti chnh nh cc loi ri ro va cp trn. Chnh cc ri ro ny l ro cn trong vic ngi tiu dng tham gia cc giao dch trc tuyn. Tm li, cc nh nghin cu trc y nh ngha nhn thc ri ro i vi sn phm/dch v (PRP) nh tng chung ca cc bt nh hay lo ngi c nhn thc bi mt ngi tiu dng i vi mt sn phm/ dch v c th khi mua hng trc tuyn.

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2.3.1.3 Cc nghin cu lin quan nhn thc ri ro giao dch trc tuyn - Vi nghin cu trong phm vi giao dch trc tuyn cho rng s tin cy hay tn nhim ca khch hng s c ci thin bng cch gia tng tnh trong sut ca qu trnh giao dch (v d: th hin ton b c tnh, ngun gc v ngha v ca nh cung cp trong vic mua bn trn Internet), lu gi cc d liu c nhn ti thiu t cc yu cu ca ngi tiu dng, to ra trng thi r rng v hp php ca bt k thng tin no c cung cp. Bhimani (1996) ch ra s e da i vi vic chp nhn Thng mi in t c th biu l t nhng hnh ng khng hp php nh: l mt khu, chnh sa d liu, s la di v s khng thanhton n ng hn. Do , Bhimani (1996) v Ratnasingham (1998) a ra cc yu cu cn bn i vi Thng mi in t l phi lm sao tha mn nhng vn sau: s chng thc (authentication), s cp php (authorization), s sn sng (availability), s tin cn (confidentiality), ton vn d liu (data integrity), khng khc t (non-repudiation) v cc dch v ng dng c kh nng chn la (selective application services). Swaminathan v cng s (1999) khng nh rng ngi tiu dng rt quan tm vic xem xt nh gi nhng ngi bn hng trc tuyn trc khi h thc hin giao dch trc tuyn, chnh v vy, cc c tnh ca ngi bn hng ng vai tr quan trng trong vic xc tin giao dch. Rose v cng s (1999) nhn dng cc tr ngi k thut v chi ph lin quan giao dch trc tuyn v nhng gii hn c th i vi Thng mi in t B2C, bao gm: s tr hon ti thng tin, gii hn ca giao din (limitations of the interface), cc vn d tm (search problems), km an ton v thiu cc tiu chun Internet. T , cc nh nghin cu pht biu rng nu ngi tiu dng tin hnh giao dch kinh doanh vi cc doanh nghip khng thnh tht hoc cc thng tin nhy cm ca khch hng khng c lu tr an ton th chnh lc ny y vn xut

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hin s mt an ton mc d d liu vn c bo v hon ho trong qu trnh giao dch. Tm li, cc nh nghin cu trc y nhn thc ri ro trong phm vi giao dch trc tuyn (PRT) nh mt ri ro giao dch c th xy ra cho ngi tiu dng. C bn loi ri ro trong phm vi giao dch trc tuyn sau y: s b mt (privacy), s an ton- chng thc (security-authentiacation), khng khc t (non-repudiation) v nhn thc ri ro ton b v giao dch trc tuyn (overall perceived risk on online transaction). 2.3.2 Cc yu t ri ro nh hng hnh vi mua sm trc tuyn T cc m hnh nghin cu nhn thc ri ro ca cc tc gi trn, chng ta c th rt ra mt s yu t ri ro trong mua sm trc tuyn nh sau:

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Tc gi Cunningham (1967) Cc yu t ri ro nh hng - Ri ro t kt qu thc hin khng tt - Nguy him - Ri ro sc khe v chi ph. Roselius (1971) Jacoby (1972) v Kaplan Ri ro thi gian, s may ri, bn ng v tin bc. - Ti chnh: Ri ro m sn phm khng hot ng hiu qu; hoc sn phm khng ng gi ti chnh, gi ca sn phm cao hn gi cc ca hng thng thng. - Kt qu thc hin: Ri ro m sn phm s khng thc hin nh k vng. - Vt l: Ri ro v s an ton ca ngi mua hng hay nhng ngi khc trong vic s dng sn phm. - Tm l hc: Ri ro m sn phm s c cht lng/hnh nh thp hn mong i/ hnh dung ca khch hng. - X hi: Ri ro m mt s la chn sn phm c th mang li kt qu bi ri trc bn b/gia nh/ng nghip - Nhn thc chung v ri ro: nhn thc chung ca ngi mua nu kt hp cc yu t ri ro trn li trong vic bn mua mt sn phm khng quen thuc vi bn. Bhimani (1996) - L mt khu - Chnh sa d liu, - S la di - S khng thanh ton n ng hn. Rose v ng nghip Cc tr ngi k thut v chi ph lin quan giao dch trc (1999) tuyn: - S tr hon ti thng tin - Gii hn ca giao din (limitations of the interface) - Cc vn d tm (search problems) - Km an ton v thiu cc tiu chun Internet.

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Kim nh li mi lin h l thuyt ca cc thnh phn tc ng n hnh vi mua hng th hnh vi mua sm trc tuyn b tc ng bi hai yu t, l nhn thc ri ro lin quan n giao dch trc tuyn v nhn thc ri ro lin quan n sn phm/dch v v tc ng ny l thun chiu. iu ny c ngha l kh nng nhn thc c cc loi ri ro lin quan n mua sm trc tuyn tng hay gim u lm cho lng ham mun dn n hnh vi mua hng cng tng hay gim. 2.4 xut m hnh l thuyt v gi thuyt 2.4.1 xut m hnh l thuyt Trn c s cc ni dung trnh by ti trn, s pht trin ca hot ng mua sm trc tuyn c phn nh thng qua thi , hnh vi mua hng trn Internet. V vy, da vo cc m hnh chp nhn cng ngh (TAM) v m hnh chp nhn s dng Thng mi in t (e-CAM) kt hp vi nhn nh v mi quan h ngc chiu gia nhn thc ri ro v hnh vi tiu dng cng nh tnh hnh thc t v thi quen thanh ton ti th trng Vit Nam, tc gi a ra m hnh l thuyt c dng nh sau: Hnh 2.6: M hnh nghin cu xut

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Tng hp cc yu t nghin cu:
Yu t Ti chnh M t trn web cao hn gi cc ca hng. cp khng giao hng hoc nhn c sn phm b h. - Ngi tiu dng c th c yu cu chu cc loi chi ph vn chuyn v bc d khi tr li hay i sn phm/dch v. - Chi ph n (ph lm hng...) c pht sinh nu ngi mua khng n. Sn phm - Sn phm khng c cc tnh nng v hiu qu nh c qung co. - Sn phm c giao khng ng thi gian yu cu. - Sn phm c cht lng km gy ri ro khi s dng cho ngi tiu dng. - Sn phm khng/ kh c bo hnh hoc i tr nu mua t nc ngoi. Thng c nhn tin - Thng tin c nhn ca khch hng khng c bo Bhimani (1996) mt (ti khon ngn hng, a ch nh) lch. - Mt khu b tit l. Thanh ton Swaminathan v - Thng tin yu cu ca khch hng b tht lc, sai cng s (1999) Rose v cng s (1999) Jacoby v Kaplan (1972) Hong Youl Ha, 2002 Cc tham kho

- Sn phm khng ng gi ti chnh, gi ca sn phm Jacoby v Kaplan (1972) - Ngi tiu dng c th b mt tin nhng nh cung Hong Youl Ha, 2002

- Thanh ton in t gp trc trc nn khng hon tt Bhimani (1996) giao dch (khch hng b tr tin trong ti khon Swaminathan nhng nh cung cp khng nhn c n hng). cng s (1999) v

- Gp s c khi thanh ton in t (tin trong ti khon Rose v cng s b tr nhng h thng ca nh cung cp vn bo l (1999) cha nhn c tin). - Thanh ton cho m trang web o, khng c tht.

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2.4.2 Cc gi thuyt Cc gi thuyt H1, H2, H3, H4 nhm tm hiu mi quan h gia vic nhn thc ri ro lin quan n giao dch trc tuyn, nhn thc ri ro lin quan n sn phm/ dch v. C th nh sau: Ri ro ti chnh: Trong m hnh Jacoby v Kaplan a ra nm 1972, ri ro ti chnh c nh hng tiu cc n hnh vi mua sm trc tuyn. Trong nghin cu ny l ri ro lin quan n tin bc, chi ph ca ngi tiu dng c th gp phi khi mua sm trc tuyn. T , c th gi thuyt rng: Gi thuyt H1: Ri ro ti chnh c tc ng m (-) ln hnh vi mua sm in t trc tuyn ca ngi tiu dng. Ri ro sn phm: Ri ro sn phm l ri ro khi sn phm thc khng ng nh suy ngh ban u khi xem qua trn mng, cc ri ro lin quan n vn chuyn giao hng, bo hnh sn phm. Theo m hnh ca Jacoby v Kaplan (1972) v Hong Youl Ha (2002) cp n vic ngi tiu dng cm nhn c ri ro vt l ca sn phm khi mua sm trc tuyn. Gi thuyt H2: Ri ro sn phm c tc ng m (-) ln hnh vi mua sm in t trc tuyn ca ngi tiu dng. Ri ro thng tin c nhn: Bhimani (1996), Swaminathan v cng s (1999), Rose v cng s (1999) cng cp n vic ngi tiu dng nhn thy rng vic mua hng qua mng s gp ri ro v l thng tin c nhn nh mt account.

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Gi thuyt H3: Ri ro thng tin c nhn c tc ng m (-) ln hnh vi mua sm in t trc tuyn ca ngi tiu dng. Ri ro thanh ton: Ri ro thanh ton c nh ngha l cc ri ro lin quan n thanh ton trong giao dch trc tuyn (tin chuyn khng nhn c, thanh ton b trc trc). Theo nghin cu ca Bhimani (1996), Swaminathan et al. (1999), Rose et al. (1999) v cc cng s, ri ro thanh ton c nh hng tiu cc n hnh vi mua sm trc tuyn. Do , c th a ra gi thuyt: Gi thuyt H4: Ri ro thanh ton c tc ng m (-) ln hnh vi mua sm in t trc tuyn ca ngi tiu dng. Tm tt chng 2 Chng 2 ny gii thiu cc nh ngha v mua hng qua mng cng nh cc phng thc thanh ton, giao nhn v h thng c cc vn l thuyt lin quan n cc ri ro khi mua sm in t trc tuyn. Trn c s , chng ny a ra cc gi thuyt v mi quan h gia cc yu t ri ro nh hng n nh thay i thi s dng dch v MHTT. Tc gi a ra m hnh nghin cu cc yu t ri ro nh hng n nh s dng dch v MHTT. M hnh gm c 4 nhm yu t ri ro tc ng m ln nh s dng dch v MHTT l: Ri ro ti chnh, Ri ro sn phm, Ri ro thng tin c nhn, Ri ro thanh ton. Chng tip theo s trnh by phng php nghin cu c s dng thu thp v x l s liu nhm rt ra nhng kt lun cn thit.

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CHNG 3: PHNG PHP NGHIN CU 3.1 Quy trnh nghin cu Quy trnh nghin cu c th hin hnh 3.1: Hnh 3.1: Quy trnh nghin cu

Cc bin quan st s dng cho cc khi nim ny s c o bng thang o Likert 5 im.

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3.2 Nghin cu nh tnh 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 MHTT, 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 MHTT: Cc i tng l nhng ngi c nhiu kinh nghim trong vic tm kim, mua cc sn phm in t trn mng cho cng ty Lazada. - i din cho quan im ngi tiu dng cha tng s dng dch v MHTT: Cc i tng l nhng ngi c kin thc v mua hng qua mng, nhng cha tng mua cc sn phm qua mng. Anh Phm Vn Phng Trng phng kinh doanh cng ty c phn Misa in thoi: 098 223 5993. Anh V Vn Nhi Trng nhm kinh doanh cng ty c phn Misa in thoi: 098 6868 227 - i din cho quan im ngi thit k cc trang bn hng in t trc tuyn: Anh Nguyn Trung Kin: trng nhm thit k trang web bn hng ca cng ty Lazada. in thoi: 090 3615 239 i tng kho st l ngi c nhiu kinh nghim trong vic thit k cc trang website bn hng qua mng.

29
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 ri ro nh hng hnh vi MHTT, cc bin quan st cho tng thang o cc thnh phn trong m hnh. (Bng cu hi phng vn xem ph lc 1). - 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. 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 ri ro nh hng n hnh vi mua hng trc tuyn. 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. 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. - Cui cng m hnh Nghin cu cc yu t ri ro tc ng n nh mua hng trc tuyn ca khch hng ti TP. HCM s dng 4 khi nim thnh phn c tc ng n nh s dng, v c tng cng 25 bin quan st trong m hnh ny.

30
3.3 Xy dng thang o Thang o trong nghin cu ny da vo l thuyt v cc thang o c trn th gii. Chng c iu chnh v b sung cho ph hp vi ngi tiu dng ti th trng Vit Nam da vo kt qu ca nghin cu nh tnh vi k thut tho lun nhm. (a) Thang o s b ri ro ti chnh M bin TC1 TC2 TC3 TC4 Pht biu Ti c th b mua sn phm trn web vi gi cao hn gi cc ca hng. Ti c th b mt tin nhng sn phm nhn c khng tt/ b h. Ti c th b mt tin nhng nh cung cp khng giao hng. Ti c th phi tr cc chi ph vn chuyn v bc d khi tr li hay i sn phm. TC5 Ti c th phi chu chi ph n c pht sinh m ti khng bit trc (ph lm hng...). (b) Thang o s b ri ro sn phm M bin SP1 SP2 SP3 SP4 Pht biu Sn phm ti mua khng c cc tnh nng v hiu qu nh c qung co. Sn phm ti mua c giao khng ng thi gian yu cu. Sn phm ti mua c cht lng km gy ri ro khi s dng. Sn phm ti mua s c cht lng/ hnh nh thp hn mong i/ hnh dung ca ti. SP5 Sn phm ti mua khng/ kh c bo hnh hoc i tr.

31
(c) Thang o s b ri ro thng tin c nhn M bin CN1 Pht biu Thng tin yu cu mua hng ca ti khng c nh cung ng hiu y v chnh xc. CN2 CN3 Mt khu ca ti b tit l. Thng tin c nhn ca ti khng c bo mt (ti khon ngn hng, a ch nh). CN4 CN5 CN6 Ti b chnh sa d liu thng tin c nhn. Thng tin yu cu mua hng ca ti b sai lch. Thng tin yu cu mua hng ca ti b tht lc.

(d) Thang o s b ri ro thanh ton M bin TT1 Pht biu Ti b tr tin trong ti khon nhng h thng ca nh cung cp vn bo l cha nhn c tin. TT2 Ti b tr tin trong ti khon nhng nh cung cp khng nhn c n hng. TT3 Ti gp ri ro thanh ton cho mt nh cung cp o, khng c tht.

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. Mu s c chn theo phng php thun tin, mt trong cc hnh thc chn mu phi xc sut. iu ny c ngha l nh nghin cu c th chn cc i tng

32
m h c th tip cn. u im ca phng php ny l d tip cn i tng nghin cu v thng s dng khi b gii hn thi gian v chi ph. Tuy nhin phng php ny c nhc im l khng xc nh c sai s do ly mu. Kch c mu nghin cu da theo cng thc ca Tabachnick N 50 + 8p, vi p l s bin c lp (Nguyn nh Th, 2011, trang 499). M hnh c 4 bin c lp nn kch thc mu ti thiu l 82 mu. Tc gi mun c s lng mu nhiu hn kt qu x l c ngha hn. V vy, tc gi tin hnh gi 300 bng cu hi trc tip n khch hng. 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 thng qua ng dng google doc v gi vo a ch email 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. Kt qu, sau khi nhp s liu v lm sch s liu tc gi thu thp c 205 mu hp l. Nh vy, kch thc mu cui cng dng x l l 205. (Chi tit c im mu xem ti chng 4) a im nghin cu: TP H Ch Minh. Thi gian: T 6/2013 ~ 10/2013. Cc mu tr li c chn s nhp vo chng trnh SPSS 20.0 v phn tch d liu. Phng php phn tch d liu: Nghin cu s dng nhiu cng c phn tch d liu: kim nh thang o bng h s tin cy Cronbach Alpha v loi b cc bin c h s tng quan gia bin v tng nh. S dng phn tch nhn t khm ph (EFA) loi b cc bin c thng s nh bng cch kim tra cc h s ti nhn t (factor loading) v cc phng sai trch c. Sau , s kim tra thch hp ca m hnh bng phn tch tng quan h s Pearson v xy dng m hnh hi quy bi, kim nh cc gi thuyt.

33
H s tin cy Cronbach Alpha dng xc nh tin cy ca thang o. Thang o c tin cy ng k khi h s Cronbach Alpha ln hn 0.6. 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 mt bin vi cc bin khc trong nhm cng cao. H s tng quan bin tng phi ln hn 0.3. Theo Nunally & Burnstein (1994) th cc bin c h s tng quan bin tng nh hn 0.3 c xem l bin rc v ng nhin b loi ra khi thang o. gi tr hi t (convergent validity) v gi tr phn bit (discriminant validity) ca thang o c nh gi s b thng qua phn tch nhn t EFA. thang o t gi tr hi t th h s tng quan n gia cc bin v cc h s chuyn ti nhn t (factor loading) phi ln hn hoc bng 0.4 trong mt nhn t. t gi tr phn bit th khc bit gia cc h s chuyn ti phi ln hn hoc bng 0.3. S lng nhn t: s lng nhn t c xc nh da vo ch s eigenvalue i din cho phn bin thin c gii thch bi mi nhn t. Theo tiu chun Kaiser th nhng nhn t c eigenvalue nh hn 1 s b loi ra khi m hnh nghin cu. Tm tt chng 3 Trong chng ny trnh by phng php nghin cu thc hin trong ti nhm xy dng v nh gi cc thang o v m hnh l thuyt. Phng php nghin cu c thc hin qua 02 giai on chnh: nghin cu s b (nh tnh) v nghin cu chnh thc (nh lng). Nghin cu nh tnh s dng k thut tho lun tay i khm ph cc yu t ri ro tc ng nh MHTTT ti TP. HCM. Nghin cu chnh thc (nh lng) c tin hnh bng kho st trc tip vi kch c mu n = 205. nh MHTTT c o lng thng qua 4 thnh phn gm 25 bin quan st. D liu sau khi c thu thp s c tin hnh m ho, nhp d liu vo chng trnh phn tch s liu thng k SPSS 20.0 phn tch thng tin v kt qu nghin cu. Trong chng tip theo, tc gi s trnh by kt qu phn tch d liu bao gm: kt qu nh gi thang o, phn tch nhn t khm ph EFA, phn tch tng quan h s Pearson, phn tch hi qui v kim nh gi thuyt.

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CHNG 4. KT QU NGHIN CU 4.1 M t mu 4.1.1 Thng tin nhn bit vic s dng dch v MHTT 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 vatgia.com (68.09%), chodientu.vn (59.10%), 123 mua.com.vn (51.61%) v 5giay.vn (51.18%). Bng 4.1: T l nhn bit cc trang web bn hng trc tuyn ph bin Tn trang bn hng trc tuyn ebay.vn vatgia.com chodientu.vn 123 mua.com.vn 5giay.vn S lng 181 140 121 106 105 T l(%) 88.3% 68.3% 59.0% 51.7% 51.2%

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 vatgia.com, 123mua.com.vn, chodientu.vn, 5giay.vn cng ang dn c nhiu ngi tiu dng bit n. b) Thi gian truy cp vo MHTT Trong s 205 i tng kho st, c 20 i tng (9.75%) cha tng s dng MHTT mc d h bit v MHTT. Phn ln i tng quan st thng truy cp vo cc site MHTT trung bnh t 10-30 pht l gn 61% v trn 30 pht l 17.07%.

35
Bng 4.2: Thi gian trung bnh mt ln truy cp MHTT Thi gian truy cp Cha s dng Di 10 pht T 10-30 pht Trn 30 pht Tng cng S lng 20 25 125 35 205 T l(%) 9.8% 12.2% 61% 17.1% 100%

c) Tn sut truy cp vo MHTT Trong s 205 i tng quan st, c 46 i tng (chim 9.85%) i tng cha s dng dch v MHTT, 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 4.3: Tn sut truy cp cc trang web bn hng in t trc tuyn S ln truy cp/thng Cha s dng T 1-2 ln T 3-5 ln T 6-10 ln Trn 10 ln Tng cng S lng 20 70 51 25 39 205 T l(%) 9.8% 34.1% 24.9% 12.2% 19.0% 100%

4.1.2 Thng tin thuc tnh i tng nghin cu - V gii tnh: Kt qu cho thy trong 205 ngi c kho st c 98 nam v 107n tr li phng vn, t l kh ng u nhau v mt gii tnh (nam: 48%, n: 52%).

36
- V tui: a phn i tng kho st c tui t 22 n 30 tui (chim 66%), t 30 tui n 40 tui chim 27%, v chim t l t nht l nhng ngi trn 40 tui (khong 9%). iu ny c th gii thch v i tng nghin cu l nhng ngi c quan tm n mua hng trc tuyn, m nhng ngi t 22 30 tui l nhng ngi tr nn h c xu hng thch quan tm n vic mua hng qua mng hn nhng i tng khc. - V thu nhp: Phn ln i tng kho st c thu nhp t 7 12 triu (chim 58%). K tip nhng ngi c thu nhp di 7 triu chim gn 26%. S lng ngi kho st c thu nhp hn 12 triu chim t l thp nht, hn 17%. Bng 4.4: Thng k mu kho st Tn s Gii tnh Nam N Tng cng tui T 22 n di 30 tui T 30 n di 40 tui Trn 40 tui Tng cng Thu nhp Di 7 triu / thng T 7 triu n di 12 triu/ thng Trn 12 triu/ thng Tng cng 34 205 16.6 100.0 100.0 52 119 25.4 58.0 25.4 83,4 135 54 16 205 65.9 26.3 7.8 100.0 65.9 92.2 100.0 98 107 205 47.8 52.2 100.0 47.8 100.0 T l % % tch ly

37
D liu sau khi thu thp c tc gi thit k, m ha v nhp liu qua cng c SPSS 20.0, sau tin hnh lm sch. L do: d liu sau khi iu tra c tin hnh nhp th vo my, kt hp vi d liu c thu thp trc tip qua internet bng cng c Google Documents, trong qu trnh thc hin thng c nhng mu iu tra b sai lch, thiu st hoc khng nht qun; do vy cn tin hnh lm sch s liu m bo yu cu, s liu a vo phn tch phi y , thng nht. Theo , vic phn tch s liu s gip tc gi a ra nhng thng tin chnh xc v c tin cy cao. 4.2 nh gi thang o 4.2.1 Phn tch tin cy Cronbach Anpha Cc thang o c kim nh tin cy bng cng c Cronbach Alpha. H s ca Cronbach l mt php kim nh thng k v mc cht ch m cc mc hi trong thang o tng quan vi nhau, gip loi i nhng bin v thang o khng ph hp. Nhiu nh nghin cu ng rng khi Cronbach Alpha t 0,8 tr ln n gn 1 th thang o lng l tt, t 0,7 n gn 0,8 l s dng c. Cng c nghin cu ngh rng Cronbach Alpha t 0,6 tr ln l c th s dng c trong trng hp khi nim ang o lng l mi hoc mi i vi ngi tr li trong bi cnh nghin cu (Hong Trng & Chu Nguyn Mng Ngc, 2005). T , tc gi kim nh tin cy ca thang o da trn c s cc bin quan st c h s tng quan bin - tng (item-total correlation) nh hn 0,3 s b loi v tiu chun chn thang o khi Cronbach Alpha t 0,7 tr ln. Kt qu kim nh tin cy ca cc thang o cho thy tt c cc thang o u t tin cy cho php, do u c s dng trong cc bc phn tch EFA v hi quy tip theo (chi tit xem ti ph lc 3).

38
Bng 4.5: Kim nh cc thang o bng Cronbachs Alpha Trung bnh Phng sai thang o thang o nu nu loi bin loi bin 13.90 13.58 13.77 13.43 13.71 14.79 14.99 14.89 14.75 14.50 Tng quan bin tng Cronbach's Alpha nu loi bin .770 .753 .740 .730 .792 .845 .864 .848 .860 .856

Bin quan st Ri ro ti chnh TC1 TC2 TC3 TC4 TC5 Ri ro sn phm SP1 SP2 SP3 SP4 SP5 Ri ro thng tin c nhn CN1 CN2 CN3 CN4 CN5 CN6 Ri ro thanh ton TT1 TT2 TT3 nh hnh vi YDHV1 YDHV2 YDHV3

Cronbach Alpha = .796 11.775 .537 11.343 .593 11.268 .638 10.344 .659 11.912 .468 Cronbach Alpha = .880 10.689 .753 11.897 .675 10.577 .746 11.592 .692 11.516 .709 Cronbach Alpha = .896 23.355 .537 19.722 .807 20.212 .798 21.842 .798 21.787 .770 22.971 .635 Cronbach Alpha = .861 4.420 .822 4.735 .769 5.446 .629 Cronbach Alpha = .927 4.181 .789 3.803 .894 3.680 .874

16.11 16.48 16.60 16.37 16.44 16.31 6.81 6.93 6.60 5.54 5.07 5.35

.905 .864 .865 .867 .871 .890 .722 .775 .900 .942 .860 .876

4.2.2 Phn tch nhn t khm ph EFA Phn tch nhn t khm ph (Exploratory Factor Analysis) l phng php phn tch thng k dng rt gn mt tp hp nhiu bin quan st c mi tng quan

39
vi nhau thnh mt tp bin (gi l cc nhn t) t hn chng c ngha hn nhng vn cha ng hu ht ni dung thng tin ca tp bin ban u. Khi thang o t tin cy, cc bin quan st s c s dng trong phn tch nhn t khm ph EFA vi cc yu cu sau: H s KMO (Kaiser-Meyer-Olkin) 0.5 vi mc ngha ca kim nh Bartlett 0.05 H s ti nhn t (Factor loading) 0.5 Thang o c chp nhn khi tng phng sai trch 50% v h s Eigenvalue >1 Khc bit h s ti nhn t ca mt bin quan st gia cc nhn t phi ln hn 0,3 m bo gi tr phn bit gia cc nhn t. Khi phn tch EFA vi thang o cc thnh phn yu t ri ro, tc gi s dng phng php trch Principal Component Analysis vi php xoay Varimax v im dng trch cc yu t c eigenvalue >1. Kt qu phn tch nhn t cho thy 19 bin quan st ca 4 thnh phn ri ro c nhm thnh 4 nhn t. H s KMO = 0.905 nn EFA ph hp vi d liu. Thng k Chi-square ca kim nh Bartletts t gi tr 2366.134 vi mc ngha 0.000 do cc bin quan st c tng quan vi nhau. Phng sai trch t 68.55% th hin 4 nhn t gii thch c gn 69% bin thin ca d liu, do vy cc thang o rt ra chp nhn c. im dng trch cc yu t ti nhn t th 4 vi Eigenvalue=1.012. H s ti nhn t u ln hn 0.5. (Kt qu c th c trnh by Ph lc 4).

40
Bng 4.6: Kt qu phn tch EFA thang o cc thnh phn ri ro Tn bin SP5 SP1 SP3 SP2 SP4 CN3 CN2 CN4 CN5 CN1 TC5 TT1 TT2 TT3 CN6 TC2 TC3 TC1 TC4 Eigenvalue Phng sai trch .516 .795 .747 .684 .609 .836 .801 .684 .541 1.012 68.55% Ri ro ti chnh Ri ro thanh ton 1 .791 .791 .763 .741 .676 .842 .817 .723 .658 .507 .516 Ri ro thng tin c nhn Ri ro sn phm Nhn t 2 3 4

STT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

Tn nhn t

Nhn t th nht gm 5 bin quan st nh lc u, nhn t ny c t tn l Ri ro sn phm, k hiu: RRSP

41
Nhn t th hai gm 4 bin quan st, trong nhn t ny loi 2 bin CN5 Thng tin mua hng ca ti b sai lch v bin CN6 Thng tin yu cu mua hng ca ti b tht lc. Nhn t ny c t tn l Ri ro thng tin c nhn, k hiu: RRTTCN. Nhn t mi c to ra ny c nh gi li tin cy bng h s cronbach anpha. Kt qu cho thy, cronbach anpha ca CN t 0.871, tng quan bin tng nh nht t 0.58 (bin CN1). Bng 4.7: nh gi li tin cy ca nhn t CN Phng sai Bin quan st Trung bnh thang o nu loi bin Ri ro thng tin c nhn CN1 CN2 CN3 CN4 9.54 9.91 10.02 9.80 thang o nu loi bin Tng quan bin - tng

Cronbach's Alpha nu loi bin

Cronbach Alpha = .871 10.319 8.006 8.671 10.164 .580 .855 .781 .707 .889 .779 .812 .845

Nhn t th ba gm 3 bin quan st nh lc u, nhn t ny c t tn l Ri ro thanh ton, k hiu: RRTT. Nhn t th t gm 4 bin quan st, nhn t ny c t tn l Ri ro ti chnh, k hiu: RRTC. Trong nhn t ny loi bin TC5 Ti c th phi tr chi ph n c pht sinh m ti khng bit trc so vi 5 bin quan st ban u. Kim nh li tin cy bng h s cronbach anpha. Kt qu cho thy, cronbach anpha ca TC t 0.792, tng quan bin tng nh nht t 0.529 (bin TC1).

42
Bng 4.8: nh gi li tin cy ca nhn t TC Trung bnh Bin quan st Ri ro ti chnh TC1 TC2 TC3 TC4 10.52 10.20 10.38 10.04 thang o nu loi bin Phng sai thang o nu loi bin Tng quan bin tng Cronbach's Alpha nu loi bin

Cronbach Alpha = .792 7.653 6.981 7.100 6.925 .529 .657 .666 .566 .775 .713 .710 .762

4.3 Kim nh m hnh v gi thuyt nghin cu 4.3.1 Phn tch tng quan Kim nh h s tng quan Pearson dng kim tra mi lin h tuyn tnh gia cc bin c lp v bin ph thuc. Nu cc bin c tng quan cht ch th phi lu n vn a cng tuyn khi phn tch hi quy. Theo ma trn tng quan th cc bin u c tng quan v c ngha mc 0.01. H s tng quan bin ph thuc l nh hnh vi vi cc bin c lp mc tng i, trong Ri ro thng tin c nhn c tng quan cao nht vi xu hng tiu dng (-0.571). Do , ta c th kt lun cc bin c lp ny c th a vo m hnh gii thch cho bin xu hng tiu dng.

43
Bng 4.9: Ma trn tng quan gia cc bin Ri ro sn phm Ri ro sn phm Ri ro thng tin c nhn Ri ro ti chnh Ri ro thanh ton nh hnh vi 1 .494** 1 -.547** -.548** 1 1 Ri ro thng tin c nhn .575** 1 Ri ro ti chnh .594** .631** Ri ro thanh ton .491** .503** -.460** -.571** nh hnh vi

4.3.2 Phn tch hi quy Phn tch hi quy c thc hin vi 4 bin c lp bao gm: Ri ro sn phm, Ri ro thng tin c nhn, Ri ro ti chnh, Ri ro thanh ton v bin ph thuc l nh hnh vi. Kt qu thng k m t ca cc bin a vo phn tch hi quy: Bng 4.10: Thng k m t cc bin phn tch hi quy Trung bnh nh hnh vi Ri ro sn phm Ri ro thng tin c nhn Ri ro ti chnh Ri ro thanh ton 2.6602 3.6956 3.2720 3.3902 3.4280 lch chun .96843 .82642 .99484 1.06668 .86284 Kch thc mu 205 205 205 205 205

Gi tr ca cc bin c lp c tnh trung bnh da trn cc bin quan st thnh phn ca cc bin c lp . Gi tr ca bin ph thuc l gi tr trung bnh ca cc bin quan st v xu hng tiu dng ca khch hng. Phn tch c thc

44
hin bng phng php Enter. Cc bin c a vo cng mt lc xem bin no c chp nhn. Kt qu phn tch hi quy nh sau: Kt qu cho thy m hnh hi quy a ra tng i ph hp vi mc ngha 0.05. H s R2 hiu chnh = 0.435 c ngha l c khong 43.5% phng sai nh hnh vi mua sm in t trc tuyn c gii thch bi 4 bin c lp l: Ri ro sn phm, Ri ro thng tin c nhn, Ri ro ti chnh, Ri ro thanh ton. Cn li 56.5% nh hnh vi mua sm trc tuyn c gii thch bng cc yu t khc. Bng 4.11: Bng nh gi ph hp ca m hnh M hnh 1 R .668a R2 .446 R2 hiu chnh .435 Sai s chun d on .72802

Bin d on: (Hng s), Ri ro sn phm, Ri ro thng tin c nhn, Ri ro ti chnh, Ri ro thanh ton Kim nh F s dng trong bng phn tch phng sai l php kim nh gi thuyt v ph hp ca m hnh hi quy tuyn tnh tng th. tng ca kim nh ny v mi quan h tuyn tnh gia bin ph thuc v cc bin c lp. Trong bng phn tch ANOVA, ta thy gi tr sig. rt nh (sig. = 0.000), nn m hnh hi quy ph hp vi tp d liu v c th s dng c. Bng 4.12: Phn tch phng sai (hi quy) Tng cc M hnh 1 Phn hi quy Phn d Tng cng bnh phng 85.323 106.002 191.325 df 4 200 204 Bnh phng trung bnh 21.331 .530 F 40.246 Sig. .000b

Bin ph thuc: nh hnh vi Bin d on: (Hng s), Ri ro sn phm, Ri ro thng tin c nhn, Ri ro ti chnh, Ri ro thanh ton

45
Bng 4.13: H s hi quy s dng phng php Enter H s hi quy chun ha Beta t 21.271 -.037 -.517 -.272 -3.711 -.212 -.288 -2.858 -4.465

M hnh Hng s Ri ro sn phm Ri ro thng tin c nhn Ri ro thanh ton Ri ro ti chnh

H s hi quy cha chun ha Std. B Error 5.445 .256 -.043 .083 -.265 .071 -.192 -.324 .067 .072

Collinearity Statistics Sig. Tolerance VIF .000 .605 .555 1.803 .000 .516 1.939 .005 .000 .505 1.979 .664 1.505

Trong kt qu trn, nu sig. < 0.05 tng ng vi tin cy 95% v |t| > 2 th nhn t c chp nhn, c ngha l n c s tc ng n nh s dng MHTT. Kt qu hi quy cho thy c 3 nhn t tha mn iu kin l: Ri ro thng tin c nhn, Ri ro thanh ton, Ri ro ti chnh. Hnh 4.1: Kt qu phn tch hi quy

Ri ro thng tin c nhn

= - 0.272 Sig.= 0.000

Ri ro thanh ton

= - 0.212 Sig.= 0.05

nh hnh vi MHTTT

= - 0.288 Sig.= 0.000

Ri ro ti chnh

46
H s hi quy th hin di hai dng: (1) cha chun ha (Unstandardized) v (2) chun ha (Standardized). V h s hi quy cha chun ha (B), gi tr ca n ph thuc vo thang o cho nn chng ta khng th dng chng so snh mc tc ng ca cc bin c lp vo bin ph thuc trong cng mt m hnh c. H s hi quy chun ha (beta, k hiu ) l h s chng ta chun ha cc bin. V vy chng c dng so snh mc tc ng ca cc bin ph thuc vo bin c lp. Bin c lp no c trng s ny cng ln c ngha l bin c tc ng mnh vo bin ph thuc. V th, phng trnh hi quy tuyn tnh c th hin nh sau: nh hnh vi s dng mua sm trc tuyn = 0.288 * Ri ro ti chnh 0.272 * Ri ro thng tin c nhn 0.212 * Ri ro thanh ton Kt lun: Trong cc yu t nhn thc ri ro th nh s dng mua sm trc tuyn chu tc ng ln nht bi nhn thc ri ro v mt ti chnh ( = - 0.288). H s khng c xu hng s dng mua sm trc tuyn v h s ri ro mt tin nhng khng mua c hng nh mun, h s mua phi sn phm vi gi cao. K n, ri ro b mt cc thng tin c nhn nh s ti khon ngn hng, mt khu cng tc ng lm gim nh s dng mua hng trc tuyn ( = - 0.272). Cui cng, nhn thc v ri ro trong vic thanh ton, s b tr tin trong khi hng cha nhn, s gp phi nh cung cp o la o cng tc ng n nh hnh vi. Yu t ri ro sn phm khng c ngha trong m hnh hi quy ny nn khng tc ng n nh hnh vi s dng. iu ny khng c ngha l yu t ny khng quan trng, khng c ngha l ngi tiu dng khng s ri ro v vic c th mua phi mt sn phm km cht lng. iu ny c th l gii l vn cht lng sn phm l yu t tt yu, yu t cn c trc khi ngi tiu dng c nh MHTT. Cc kt qu phn tch trn y s l c s tc gi a ra nhng hm kin ngh cho cc nh qun tr trong lnh vc MHTT. Ni dung ny s c trnh by trong chng cui cng ca nghin cu ny.

47
4.3.3 Gi nh khng c mi tng quan gia cc bin c lp (o lng a cng tuyn) a cng tuyn l trng thi trong cc bin c lp c tng quan cht ch vi nhau. Vn ca hin tng a cng tuyn l chng cung cp cho m hnh nhng thng tin rt ging nhau, v rt kh tch ri nh hng ca tng bin mt n bin ph thuc. Hiu ng khc ca s tng quan kh cht gia cc bin c lp l n lm tng lch chun ca cc h s hi quy v lm gim gi tr thng k t ca kim nh ngha ca chng nn cc h s c khuynh hng km ngha hn khi khng c a cng tuyn trong khi h s xc nh R square vn kh cao. kim tra hin tng a cng tuyn, ch s thng dng l h s phng i phng sai VIF (Variance Inflation Factor). Thng thng, nu VIF ca mt bin c lp no ln hn 10 th bin ny hu nh khng c gi tr gii thch bin thin ca Y trong m hnh MLR (Hair & cng s 2006 trch trong Nguyn nh Th, 2011). Theo bng h s hi quy, h s VIF ca cc bin c lp c gi tr t 1.803 n 1.979 (tt c u nh hn 10). V vy c th lun, m hnh khng xy ra hin tng a cng tuyn. 4.3.4 Phn tch nh hng ca cc bin nh tnh n xu hng tiu dng Mc tiu: tr li cu hi c s khc bit hay khng v nh hnh vi MHTT gia nam v n v gia ba nhm thu nhp. 4.3.4.1 Kim nh s khc nhau v nh hnh vi mua sm trc tuyn theo gii tnh Kim nh Independent-sample T-test s cho ta bit c s khc bit v nh hnh vi mua sm trc tuyn gia phi nam v n. Gi thuyt Ho: Trong nhn thc v ri ro mua hng trc tuyn, khng c s khc nhau v nh hnh vi MHTT gia 2 nhm khch hng nam v n.

48
Theo nh kt qu trong kim nh Levene, Sig. > 0.05 (Sig =0.477) nn phng sai gia phi nam v phi n khng khc nhau mt cch c ngha thng k. Cn gi tr sig trong kim nh t > 0.05 (Sig = 0.15) nn ta kt lun khng c s khc bit v trung bnh gia hai nhm khch hng nam v n. Suy ra, chp nhn Ho. Kt lun: Trong nhn thc v ri ro, yu t gii tnh khng nh hng n nh hnh vi MHTT. Bng 4.14: Kim nh T-test i vi bin gii tnh Thng k nhm Trung Gii tnh nh hnh vi Nam N N bnh 98 2.7619 107 2.5670 lch chun 1.00286 .93074 Trung bnh sai s chun .10130 .08998

Kim nh Levene

Kim nh T cho s bng nhau ca gi tr trung bnh Sig. (2df tailed) 203 .150 Sai lch trung bnh .19493 tin cy 95% Sai lch ca SE Di Trn .13505 -.07135 .46121

nh hnh vi

Gi nh phng sai bng nhau Gi nh phng sai khc nhau

F Sig. t .507 .477 1.443

1.439 197.777

.152

.19493

.13549 -.07227

.46212

49
4.3.4.2 Kim nh s khc nhau v nh hnh vi mua sm trc tuyn theo thu nhp Phn tch phng sai ANOVA (Analysis of variance) xem xt s khc bit v nh hnh vi mua sm trc tuyn gia cc nhm thu nhp khc nhau vi nhn thc ri ro trong lnh vc ny ca h. Gi thuyt Ho: Trong nhn thc v ri ro MHTT, khng c s khc nhau v nh hnh vi MHTT gia cc nhm thu nhp. Kt qu kim nh phng sai trong bng Test of Homogeneity of Variances cho thy, vi mc ngha sig.= 0.395> 0.05, c th ni phng sai nh gi v xu hng tiu dng ca 3 nhm thu nhp khng khc nhau mt cch c ngha thng k. Nh vy, kt qu phn tch ANOVA s dng tt. Theo kt qu phn tch ANOVA, vi mc ngha sig.< 0.05 (sig.= 0.000), c th kt lun c s khc bit c ngha thng k v xu hng tiu dng gia cc nhm thu nhp khc nhau. Bng 4.15: Kim nh Anova i vi bin thu nhp Kt qu kim nh phng sai nh hnh vi Thng k df1 Levene 0.934 2

df2

Sig.

202

0.395

50
Thng k m t Gi tr Trung N Di 7 triu T 7 triu n di 12 triu Trn 12 triu Total 34 3.2255 205 2.6602 1.03058 .17674 .96843 .06764 1.00 1.00 5.00 5.00 bnh lch chun Sai s chun thp nht 1.00 1.00 Gi tr cao nht 4.33 5.00

52 2.1667 119 2.7143

.84663 .11741 .90123 .08262

ANOVA Bnh Tng bnh phng Gia cc nhm Ni b nhm Tng cng 23.879 167.446 191.325 df 2 202 204 phng trung bnh F Sig. .000

11.939 14.403 .829

Theo kt qu phn tch su ANOVA, ta thy c s khc bit c ngha thng k gia 3 nhm thu nhp. Kt lun: Trong nhn thc v ri ro mua hng trc tuyn, c s khc nhau v nh hnh vi MHTT gia cc nhm thu nhp. Tm tt chng 4 Chng ny trnh by kt qu phn tch bao gm nhng ni dung sau: nh gi tin cy ca thang o thng qua h s Cronbach Alpha. Phn tch nhn t EFA sau khi loi b cc bin khng t yu cu th c 4 nhn t c rt ra

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v m hnh mi c hiu chnh gm 4 nhn t l: Ri ro sn phm, Ri ro thng tin c nhn, Ri ro thanh ton, Ri ro ti chnh. Phn tch hi quy a bin v kim nh gi thuyt khng nh nh sau: trong nhn thc ca ngi tiu dng v ri ro, nh hnh vi mua sm trc tuyn chu s nh hng bi 3 nhn t l Ri ro ti chnh, Ri ro thng tin c nhn, Ri ro thanh ton. Trong , nhn t c nh hng ln nht n nh hnh vi MHTTT l Ri ro ti chnh. Kim nh T-test v phn tch ANOVA cho cc kt qu nh sau: trong nhn thc ca ngi tiu dng v ri ro th nh MHTTT gia phi nam v phi n khng khc nhau. Tuy nhin, c s khc bit v xu hng tiu dng gia cc nhm c thu nhp khc nhau. Chng tip theo s trnh by tm tt kt qu nghin cu, kt lun, ngha ca nghin cu, hn ch v hng nghin cu tip theo.

52
CHNG 5: KT LUN V KIN NGH Mc ch chnh ca nghin cu ny l nh gi tc ng ca cc nhn t nhn thc ri ro i vi nh s dng mua hng trc tuyn. Ngoi ra, nghin cu ny cn xem xt s khc bit v gii tnh v gia cc nhm thu nhp trong nh s dng MHTT. Nghin cu c tin hnh theo hai bc: nghin cu s b bng phng php nh tnh, thc hin thng qua k thut tho lun nhm vi 10 ngi. Nghin cu chnh thc bng phng php nh lng, thng qua phng vn trc tip ngi tiu dng bng bng cu hi nh lng, vi c mu n=205. Mu c ly theo phng php ly mu thun tin v tin hnh thu thp ti TP. HCM. Thang o c kim nh bng phng php phn tch tin cy Cronbach Alpha v phn tch nhn t EFA. Sau khi kim nh tin cy, gi tr ca thang o, tnh gi tr trung bnh ca cc bin c lp v s dng kt qu chy m hnh hi quy a bin. Chng ny gm cc phn sau: (1) Kt lun; (2) Mt s kin ngh gim ri ro trong MHTT; (3) Cc hn ch v hng nghin cu tip theo. 5.1 Kt lun M hnh nghin cu xut ban u gm bn nhn t ri ro nh hng n nh s dng MHTT, gm: Ri ro ti chnh, Ri ro sn phm, Ri ro thng tin c nhn v Ri ro thanh ton vi 25 bin quan st. Sau khi nh gi tin cy ca thang o v phn tch nhn t, kt qu cc bin quan st vn c nhm thnh 4 nhn t a vo phn tch hi quy, tuy nhin b bt mt s bin quan st.

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Kt qu phn tch hi quy a bin xc nh nh s dng MHTT chu s nh hng bi 3 nhn t nhn thc ri ro, l: Ri ro ti chnh, Ri ro thng tin c nhn v Ri ro thanh ton. Trong , thnh phn Ri ro ti chnh c nh hng quan trng nht i vi nh s dng mua hng trc tuyn, k n l thnh phn Ri ro thng tin c nhn, cui cng l thnh phn Ri ro thanh ton. Kim nh gi thuyt ca m hnh khng nh 3 nhn t trn u tc ng ngc chiu n nh s dng mua hng trc tuyn. Kim nh T-test v phn tch ANOVA cho cc kt qu nh sau: nh s dng MHTT khng c s khc bit gia nam v n; c s khc bit v nh s dng MHTT gia nhm c thu nhp di 7 triu ng/thng vi hai nhm cn li (t 7 n 12 triu ng/thng v trn 12 triu ng/thng). Kt qu c th: Ri ro ti chnh l nhn t quan trng nht lm gim nh s dng mua hng trc tuyn. Mi quan h ny c th hin kh cao khi phn tch hi quy ( = - .288, SE = .072). Khi nhn thc ri ro v ti chnh ca khch hng phn hi bng nhng cm xc tiu cc th nh s dng MHTT s gim. Kt qu cng cho thy mi quan h gia Ri ro thng tin c nhn vi nh s dng MHTT cng kh cao ( = - .272, SE = .071). Nh vy, nhn thc Ri ro thng tin c nhn tc ng khng nh n nh s dng MHTT ca khch hng hin nay, nhn thc Ri ro thng tin c nhn cng ln th nh s dng mua hng trc tuyn cng thp. Kt qu nghin cu cn cho thy tc ng ca nhn thc Ri ro thanh ton ( = - .212, SE = .067). Cc kt qu trn b sung vo l thuyt hnh vi ngi tiu dng, c bit l nhn thc ri ro v ti chnh. Bn cnh , v mt thc tin, kt qu ny gip cc nh qun tr a ra nhng quyt nh ng n trong cng tc iu hnh doanh nghip ca mnh.

54
5.2 Mt s kin ngh gim ri ro trong MHTT Ty vo mc nh hng ca tng yu t ri ro tc ng n nh s dng dch v MHTT, nghin cu xut mt s kin ngh nhm gi cc nh cung cp dch v bn hng in t trc tuyn c th ci tin v phc v ngi s dng tt hn. Kin ngh v vn ri ro ti chnh: khch hng an tm khng phi lo lng v gi c ca sn phm in t, cc nh bn hng in t trc tuyn nn bn hng vi gi c cnh tranh vi hng ha c bn cc ca hng, c ngun cung cp hng n nh m bo gi tt nht cho khch hng. Gi ch tn vi khch hng trong vic giao hng khi khch hng thanh ton tin, khng khch hng phi lo lng v vic mnh thanh ton nhng khng nhn c hng. Cc nh bn hng trc tuyn nn c email hoc tin nhn phn hi n khch hng, xc nhn chng ti s giao hng trong mt khong thi gian nht nh khch hng an tm. Khch hng lo lng v vic h b tin ra chi tr nhng sn phm nhn c khng tt hoc h hng nn cc doanh nghip cn thit cung cp hng ha c cht lng tt. c bit l i vi hng in t, ngi tiu dng d b tc ng bng trc quan th gic, h d nhn ra cht lng sn phm khng tng xng vi s tin mnh b ra nn vn cht lng sn phm nn c ch trng. Cn quy nh r rng, d hiu v cc chi ph c th pht sinh ngi tiu dng cm thy an tm khi mua hng in t trc tuyn trn trang web ca doanh nghip. Cc chi ph vn chuyn hoc chi ph i tr sn phm, ph ng gi hng ha pht sinh, bo hnh, gii quyt khiu ni khiu kin phi c quy nh mt cch d hiu, d thao tc, hp l v hp php trong website bn hng. Kin ngh v vn ri ro thng tin c nhn: C chnh sch m bo thng tin c nhn cho ngi tham gia giao dch trc tuyn bng cch thit k trang web an ton, trnh b hacker xm nhp ly cp thng tin ca khch hng.

55
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. Website ca doanh nghip cn phi c gn du hiu website an ton khch hng thy an tm. Vit Nam hin nay c 2 chng trnh nh vy l Safe web v Ngn lng m bo ca V in t nganluong.vn. Khch hng cn nhn thc c l h s c quyn c bo v thng tin c nhn m h lu li trong sut qu trnh giao dch trc tuyn hay c gii quyt cc khiu ni, khiu kin trong trng hp c tranh chp xy ra. V chng nhn uy tn trust mark th theo bo co ca CyberSource v Truste th cc website tng c doanh s 15-30% sau khi trang b trust mark, khch hng sn sng mua t hn 5% ti cc website c trust mark so vi nhng trang web khng c chng nhn ny. Trust mark gip khch hng yn tm v c thm ng lc mua sm, c bit c ch vi cc doanh nghip nh khi cnh tranh vi nhng doanh nghip ln hn. Kin ngh v vn ri ro thanh ton: gim vic khch hng lo lng v vic thanh ton cho mt trang web o, khng c tht th cc website bn hng in t bt buc phi tin hnh th tc hnh chnh thng bo, ng k vi B Cng Thng ti a ch www.online.gov.vn. Theo Ngh nh 52/2013/N-CP, cc website thng mi in t phi cng b r rng v thng tin ch th website bao gm: tn, a ch, s in thoi, email, hoc mt phng thc lin h trc tuyn khc, giy php ng k kinh doanh, s ngy cp. y c th l mt cch gip ngi tiu dng xc nh v "nhn thn" ca website . Doanh nghip nn lin h vi nhng n v trc thuc Hip hi Thng mi in t Vit Nam nh Safe web, Ngn lng m bo c chuyn gia thng mi in t n tn tr s doanh nghip thm nh website, kho st v hot ng kinh doanh thc t ca doanh nghip v gn nhn chng thc uy tn nu iu kin. Ti bc thanh ton, doanh nghip nn s dng bn th ba trung gian. iu ny gip khch hng cm thy an tm hn khi thanh ton trc tip cho doanh

56
nghip bn hng. Doanh nghip nn lin h qua cc v in t c Ngn hng Nh nc cp giy php hot ng. Bn cnh hnh thc thanh ton trc tuyn thng qua th tn dng, doanh nghip c th trin khai song song hnh thc thanh ton bng tin mt trao tay, chuyn khon ngn hng nu nh khch hng c nhu cu. iu ny gip doanh nghip vn bn c hng v tng c hi m rng i tng giao dch. Ngoi ra, doanh nghip nn nghin cu v thi quen ca ngi tiu dng Vit Nam l h thch s dng hnh thc thanh ton no trin khai hnh thc thanh ton trn trang web thng mi ca mnh ph hp nht. 5.3 Hn ch v hng nghin cu tip theo 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. Mt 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 , 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. tng sn phm c th, mc tc ng ca cc yu t ri ro n nh s dng ca ngi tiu dng s khc nhau. Nghin cu ny ch tp trung kho st cc yu t ri ro nh hng n nh s dng dch v mua hng trc tuyn trong lnh vc sn phm in t, 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 c th 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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DANH MC TI LIU THAM KHO Ting Vit Bo co thng mi in t Vit Nam (2012). B Thng Mi. Pht hnh thng 2/2012. Hong Trng, 2002. X l d liu nghin cu vi SPSS. NXB Thng K Hong Trng v Chu Nguyn Mng Ngc, 2008. Phn tch d liu nghin cu vi SPSS. TP.HCM: NXB Hng c. Nguyn nh Th, 2011. Phng php nghin cu khoa hc trong kinh doanh: Thit k v thc hin. TP.HCM: NXB Lao ng x hi. Nguyn nh Th v Nguyn Th Mai Trang, 2007. Nghin cu th trng. TP.HCM: NXB H Quc gia TPHCM. Ting Anh Anders Hasslinger, Selma Hodzic, Claudio Opazo (2007). Customer behaviour in Online Shopping. Kristianstad University, Master thesis. Joongho Ahn, Jinsoo Park & Dongwon Lee (2000), On the explanation of factors affecting e-Commerce adoption (ECAM). Carlson School of Management, University of Minnesota. Joongho Ahn, Jinsoo Park, Dongwon Lee (2001). Risk Focused eCommerceadoption modelA cross Country Study. Carlson School of

Management,University of Minnesota. 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.

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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. Mauricio S. Featherman, Predicting e-services adoption: a perceived risk facets perspective. Moon J-W & Kim Y.G (2001). Extending the TAM for a World-Wide-Web context. Information and Management, Vol. 38, p. 217-230. Morteza A. Safavi (2007). Predicting important factors of customer behaviour on Online Shopping in Iran. Lulea University of Technology, Master Thesis. Nielsen Consultant Association (2008). Trends in Online Shopping a Global Nielsen Consumer Report. Online Shopping Takes Off. Retrieved April 14, 2008. 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. Saeed Monbeini (2008). The role of Loyal Consumers on Groccery E-commerce Adoption in Iran. Lulea University of Technology, Master Thesis. 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. 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.

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PH LC Ph lc 1: Dn bi tho lun nghin cu nh tnh DN BI THO LUN NHM ti: Nghin cu cc yu t ri ro nh hng n nh mua hng trc tuyn ca khch hng ti TP. HCM A. Phn gii thiu Cho Anh/Ch, Ti tn T Th Lan Hng, l hc vin cao hc trng i hc Kinh t TPHCM. Hin ti, ti ang thc hin ti Nghin cu cc yu t ri ro nh hng n nh mua hng trc tuyn ca khch hng ti TP. HCM. 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 (1) Anh/Ch lm i lm cha? Cha i lm i lm ri (2) Anh/Ch i lm c my nm ri? Di 2 nm kinh nghim T 2 nm kinh nghim tr ln (3) Anh/Ch tng s dng Internet? Cha C (4) Anh/Ch tng nghe v bit v dch v mua hng trc tuyn cha? Cha C (5) Anh/Ch c quan tm n dch v mua hng trc tuyn Ngng Tip tc Ngng Tip tc Ngng Tip tc Ngng Tip tc

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khng? Khng C (6) Anh/Ch c bit cc website cung cp dch v mua hng trc tuyn khng? Cha C (nu c hy lit k) ....................................................................................................... ....................................................................................................... ............................................................................................. (6) Anh/Ch vui lng cho bit anh ch thuc nhm tui no di y? Di 22 T 22 50 Trn 50 C. Ni dung tho lun Phn ni dung khi qut lin quan n ri ro dch v mua sm trc tuyn 1. Cu hi Theo Anh/Ch, ngi tham gia mua bn trn mng s quan tm n nhng vn g khi quyt nh thc hin mt cuc giao dch? Kt qu: a. Thng tin c nhn cn c bo mt. b. Thng tin do bn t hng gi i cn c bn cung ng hiu y v chnh xc. c. Chi ph thanh ton khng b tht lc. d. Thi gian giao hng ng hn. e. Hng ha c giao ng chng loi yu cu. Ngng Tip tc Ngng Ngng Tip tc Ngng Tip tc

61
f. Quy trnh thc hin giao dch trn mng n gin. g. Hng ha a dng ngi mua la chn. h. Th tc mua bn n gin v tin cy. i. Ch ti trong trng hp 1 trong 2 bn vi phm giao c (v d: giao hng tr hn, giao hng khng ng chng loi yu cu, .). j. Tnh php l ca cc n hng in t. 2. Cu hi Theo Anh/Ch, c nhng loi ri ro no lin quan n giao dch khi thc hin giao dch trn mng? Kt qu: a. Thng tin c nhn ca khch hng khng c bo mt. b. Thng tin yu cu ca khch hng b tht lc. c. Thng tin yu cu ca khch hng b sai lch. d. Thanh ton in t gp trc trc nn khng hon tt giao dch. e. Tn tht ti chnh do gp s c khi thanh ton in t (tin trong ti khon b tr nhng h thng ca nh cung cp vn bo l cha nhn c tin). f. Tn tht ti chnh do n hng b tht lc (khch hng b tr tin trong ti khon nhng nh cung cp khng nhn c n hng). 3. Cu hi Theo Anh/Ch, c nhng loi ri ro no v sn phm t mua trn mng? Kt qu: a. Sn phm c giao khng ng chng loi yu cu.

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b. Sn phm c giao khng ng thi gian yu cu. c. Khch hng phi tr chi ph vn chuyn pht sinh do vic i/tr sn phm. Phn ni dung v nh gi thang o Ri ro ti chnh: 1. Ti c th b mua sn phm trn web vi gi cao hn gi cc ca hng. 2. Ti c th b mt tin nhng sn phm nhn c khng tt/ b h. 3. Ti c th b mt tin nhng nh cung cp khng giao hng. 4. Ti c th phi chu cc loi chi ph vn chuyn v bc d khi tr li hay i sn phm. 5. Ti c th phi chu chi ph n c pht sinh m ti khng bit trc (ph lm hng...). 6. Sn phm ti mua khng ng gi ti chnh nh gi tr ca sn phm. Vi cc pht biu ny, xin Anh/Ch cho bit: 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? Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? Vi tng hng mc, c cn b sung hoc loi b pht biu no khng?

Ri ro sn phm: 1. Sn phm ti mua khng c cc tnh nng v hiu qu nh c qung co. 2. Sn phm ti mua c giao khng ng thi gian yu cu. 3. Sn phm ti mua c cht lng km gy ri ro khi s dng. 4. Sn phm ti mua s c cht lng/hnh nh thp hn mong i/ hnh dung ca ti. 5. Sn phm ti mua khng/ kh c bo hnh hoc i tr. Vi cc pht biu ny, xin Anh/Ch cho bit: Anh/Ch hiu c ni dung ca tng pht biu? Nu khng hiu, vui lng

63
cho bit l do? Nu hiu th pht biu ni ln iu g? Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? Vi tng hng mc, c cn b sung hoc loi b pht biu no khng?

Ri ro thng tin c nhn: 1. Thng tin yu cu mua hng ca ti khng c nh cung ng hiu y v chnh xc. 2. Mt khu ca ti b l. 3. Thng tin c nhn ca ti khng c bo mt (ti khon ngn hng, a ch nh) 4. Ti b chnh sa d liu thng tin c nhn. 5. Thng tin yu cu mua hng ca ti b sai lch. 6. Thng tin yu cu mua hng ca ti b tht lc. Vi cc pht biu ny, xin Anh/Ch cho bit: 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? Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? Vi tng hng mc, c cn b sung hoc loi b pht biu no khng?

Ri ro thanh ton: 1. Ti b tr tin trong ti khon nhng nh cung cp khng nhn c n hng. 2. Ti b tr tin trong ti khon nhng h thng ca nh cung cp vn bo l cha nhn c tin. 3. Ti gp ri ro thanh ton cho mt nh cung cp o, khng c tht. Vi cc pht biu ny, xin Anh/Ch cho bit:

64
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? Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay i th no? Vi tng hng mc, c cn b sung hoc loi b pht biu no khng?

Ph lc 2: Bng cu hi nghin cu nh lng BNG CU HI KHO ST Knh tha Qu Anh/Ch, Ti l hc vin Cao hc Kha 21 ca Trng i hc Kinh t TP.HCM. Hin nay ti ang thc hin mt nghin cu v ri ro trong mua sm trc tuyn. Xin Anh/Ch dnh khong 10 pht gip ti hon tt bng cu hi di y bng cch nh du (X) vo cu tr li ph hp vi la chn ca mnh nht. Bt k s la chn no ca Anh/Ch u gip chng ti rt nhiu trong vic hon thnh nghin cu ca mnh. Xin chn thnh cm n! Phn 1: Cu hi gn lc Anh/ Ch c quan tm n mua hng trc tuyn hay khng? C tip tc Phn 2: Cu hi chnh 1. Anh/Ch c bit n website MHTT no di y? (c th chn nhiu la chn) Khng ngng.

chodientu.vn 123mua.com.vn 5giay.vn ebay.vn vatgia.com

65

Khc: ..........................................................
2. Anh/Ch cho bit thi gian (trung bnh)/1 ln truy cp vo cc website MHTT? (chn mt)

Cha s dng Di 10 pht T 10 30 pht Hn 30 pht

3. Anh/Ch cho bit s ln truy cp/1 thng vo cc trang MHTT 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
4. Di y l cc pht biu v cc yu t ri ro nh hng n nh mua hng trc tuyn. Anh/Ch vui lng cho bit mc ng ca mnh i vi cc pht biu bng cch nh du (X) vo cc thch hp. Hon ton Pht biu khng ng I. Ri ro ti chnh Ti c th b mua sn phm trn web vi 1 gi cao hn gi cc ca hng. Ti c th b mt tin nhng sn phm 1 nhn c khng tt/ b h. 2 3 4 5 2 3 4 5 Khng Bnh ng

Hon ton ng ng thng

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Ti c th b mt tin nhng nh cung 1 cp khng giao hng. Ti c th phi tr cc chi ph vn 1 chuyn v bc d khi tr li hay i sn phm. Ti c th phi chu chi ph n c pht 1 sinh m ti khng bit trc (ph lm hng...). II. Ri ro sn phm Sn phm ti mua khng c cc tnh 1 nng v hiu qu nh c qung co. Sn phm ti mua c giao khng ng 1 thi gian yu cu. Sn phm ti mua c cht lng km gy 1 ri ro khi s dng. Sn phm ti mua s c cht lng/hnh 1 nh thp hn mong i/ hnh dung ca ti. Sn phm ti mua khng/ kh c bo 1 hnh hoc i tr. III. Ri ro thng tin c nhn Thng tin yu cu mua hng ca ti 1 khng c nh cung ng hiu y v chnh xc. Mt khu ca ti b tit l. 1 2 2 3 3 4 4 5 5 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5

Thng tin c nhn ca ti khng c 1 bo mt (ti khon ngn hng, a ch nh).

67
Ti b chnh sa d liu thng tin c 1 nhn. Thng tin yu cu mua hng ca ti b 1 sai lch. Thng tin yu cu mua hng ca ti b 1 tht lc. IV. Ri ro thanh ton Ti b tr tin trong ti khon nhng 1 h thng ca nh cung cp vn bo l cha nhn c tin. Ti b tr tin trong ti khon nhng 1 nh cung cp khng nhn c n hng. Ti gp ri ro thanh ton cho mt nh cung cp o, khng c tht. V. Hnh vi s dng mua hng trc tuyn Ti cho rng mnh s s dng (hoc tip tc s dng) mua hng trc tuyn trong thi gian ti. Ti s tm hiu s dng thnh tho mua hng trc tuyn trong thi gian ti. Ti s gii thiu cho nhiu ngi cng s dng mua hng trc tuyn. Phn 3: Thng tin c nhn Gii tnh Nam N Anh/Ch vui lng cho bit tui ca mnh? 1 2 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5

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T 22 n di 30 T 30 n di 40 T 40 n 50

1 2 3

Thu nhp bnh qun hng thng ca Anh/Ch l khong bao nhiu? (vt: ng Vit Nam) < 7 triu 1 T 7 triu n di 12 triu >12 triu Ph lc 3: Kim nh thang o bng Cronbachs Alpha Thang o ri ro ti chnh Reliability Statistics Cronbach's Alpha 0.796 N of Items 5 2 3

Item-Total Statistics Scale Mean if Item Deleted TC1 TC2 TC3 TC4 TC5 13.9 13.58 13.77 13.43 13.71 Scale Variance if Item Deleted 11.775 11.343 11.268 10.344 11.912 Corrected Item- Cronbach's Alpha Total if Item Deleted Correlation 0.537 0.77 0.593 0.753 0.638 0.74 0.659 0.73 0.468 0.792

69

Thang o ri ro sn phm Reliability Statistics Cronbach's N of Alpha Items .880 5 Item-Total Statistics Scale Variance Corrected Itemif Item Deleted Total Correlation 10.689 11.897 10.577 11.592 11.516 0.753 0.675 0.746 0.692 0.709

Scale Mean if Item Deleted SP1 SP2 SP3 SP4 SP5 14.79 14.99 14.89 14.75 14.5

Cronbach's Alpha if Item Deleted 0.845 0.864 0.848 0.86 0.856

Thang o ri ro thng tin c nhn Reliability Statistics Cronbach's N of Alpha Items .896 6

Scale Mean if Item Deleted CN1 CN2 CN3 CN4 CN5 CN6 16.11 16.48 16.6 16.37 16.44 16.31

Item-Total Statistics Scale Variance Corrected Itemif Item Deleted Total Correlation 23.355 19.722 20.212 21.842 21.787 22.971 0.537 0.807 0.798 0.798 0.77 0.635

Cronbach's Alpha if Item Deleted 0.905 0.864 0.865 0.867 0.871 0.89

Thang o ri ro thanh ton Reliability Statistics Cronbach's N of Alpha Items .861 3

70

Scale Mean if Item Deleted TT1 TT2 TT3 6.81 6.93 6.6

Item-Total Statistics Scale Variance Corrected Itemif Item Deleted Total Correlation 4.42 4.735 5.446 0.822 0.769 0.629

Cronbach's Alpha if Item Deleted 0.722 0.775 0.9

Thang o nh hnh vi Reliability Statistics Cronbach's N of Alpha Items .927 3 Item-Total Statistics Scale Variance Corrected Itemif Item Deleted Total Correlation 4.181 3.803 3.68 0.789 0.894 0.874

Scale Mean if Item Deleted YDHV1 YDHV2 YDHV3 5.54 5.07 5.35

Cronbach's Alpha if Item Deleted 0.942 0.86 0.876

Ph lc 4: Phn tch nhn t khm ph - EFA Kt qu phn tch EFA: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. ChiSquare df Sig.

.913 3135.697 231 0.000

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Component

Initial Eigenvalues

Total Variance Explained Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings Cumulative % 17.793 34.251 47.835 60.147 71.415

% of Cumulative % of Cumulative % of Total Variance % Total Variance % Total Variance 1 10.031 45.597 45.597 10.031 45.597 45.597 3.914 17.793 2 1.803 8.195 53.792 1.803 8.195 53.792 3.621 16.458 3 1.681 7.641 61.433 1.681 7.641 61.433 2.988 13.584 4 1.178 5.353 66.786 1.178 5.353 66.786 2.709 12.313 5 1.018 4.629 71.415 1.018 4.629 71.415 2.479 11.267 6 .808 3.673 75.088 7 .758 3.445 78.532 8 .569 2.586 81.119 9 .529 2.406 83.525 10 .474 2.154 85.679 11 .422 1.918 87.597 12 .390 1.772 89.369 13 .380 1.726 91.095 14 .318 1.444 92.539 15 .313 1.421 93.960 16 .288 1.311 95.270 17 .258 1.172 96.443 18 .214 .971 97.414 19 .186 .846 98.260 20 .170 .773 99.033 21 .118 .536 99.569 22 .095 .431 100.000 Extraction Method: Principal Component Analysis.

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Component Matrixa 1 .769 .762 .759 .750 .747 .726 .718 -.717 .710 -.706 -.701 .678 .669 .659 .648 .648 .643 .629 .585 Component 2 3 4 5

TT1 CN2 CN4 CN5 TT2 CN3 TC4 YDHV1 SP3 YDHV3 YDHV2 SP4 TT3 SP1 .532 CN6 CN1 TC5 SP2 SP5 .568 TC1 TC2 -.606 TC3 .551 -.568 Extraction Method: Principal Component Analysis. a. 5 components extracted.

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SP1 SP5 SP3 SP2 SP4 CN1 CN3 .841 CN2 .782 CN4 .718 CN5 .665 TC5 TT1 .771 TT2 .732 TT3 .649 CN6 .509 .585 YDHV2 -.865 YDHV3 -.853 YDHV1 -.756 TC2 .831 TC3 .773 TC1 .680 TC4 .523 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations. Component Transformation Matrix Component 1 2 3 4 5 1 .512 .507 .459 .395 .338 2 .825 -.385 -.071 -.389 -.119 3 -.013 .483 .318 -.336 -.743 4 -.138 .284 .077 -.759 .563 5 -.196 -.530 .823 -.052 .035 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Rotated Component Matrixa Component 1 2 3 4 .792 .789 .755 .734 .679

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Ph lc 5: Kt qu phn tch hi quy a bin Descriptive Statistics Std. Mean Deviation 2.6602 .96843 3.6956 .82642 3.2720 .99484 3.3902 1.06668 3.4280 .86284

N 205 205 205 205 205

YDHV RRSP RRCN RRTT RRTC

Model Summaryb Model 1 R .668a R Square .446 Adjusted R Square .435 Std. Error of Durbinthe Estimate Watson .72802 1.777

a. Predictors: (Constant), RRTC, RRSP, RRCN, RRTT b. Dependent Variable: YDHV

ANOVAa Model 1 Regression Residual Sum of Squares 85.323 106.002 df 4 200 Mean Square 21.331 .530 F 40.246 Sig. .000b

Total 191.325 204 a. Dependent Variable: YDHV b. Predictors: (Constant), RRTC, RRSP, RRCN, RRTT

75
Coefficientsa Standardized Coefficients Beta -.037 -.272 -.212 -.288 t 21.271 -.517 -3.711 -2.858 -4.465

Unstandardize d Coefficients Std. Model B Error 1 (Constant) 5.445 .256 RRSP -.043 .083 RRCN -.265 .071 RRTT -.192 .067 RRTC -.324 .072 a. Dependent Variable: YDHV

Collinearity Statistics Sig. Tolerance .000 .605 .555 .000 .516 .005 .505 .000 .664 VIF 1.803 1.939 1.979 1.505

Ph lc 6: Phn tch T-test, Anova Kim nh T-test i vi bin gii tnh Group Statistics Std. N Mean Deviation 98 2.7619 1.00286 107 2.5670 .93074

GTINH YDHV Nam N

Std. Error Mean .10130 .08998

Independent Samples Test Levene's Test for Equality of Variances

t-test for Equality of Means Sig. (2tailed) .150 Std. Error Diffe rence .135 05 95% Confidence Interval of the Difference Lower -.07135 Upper .46121

YDHV

Equal variances assumed Equal variances not assumed

F .507

Sig. .477

t 1.443

df 203

Mean Difference .19493

1.439

197.7

.152

.19493

.135 49

-.07227

.46212

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Kim nh Anova i vi bin thu nhp Descriptives YDHV 95% Confidence Interval for Mean Std. Std. Lower Upper N Mean Deviation Error Bound Bound Minimum Maximum 52 2.1667 .84663 .11741 1.9310 2.4024 1.00 4.33

Di 7 triu T 7 triu n di 12 triu Trn 12 triu Total

119 2.7143

.90123 .08262 2.5507

2.8779

1.00

5.00

34 3.2255

1.03058 .17674 2.8659

3.5851

1.00

5.00

205 2.6602

.96843 .06764 2.5268

2.7935

1.00

5.00

ANOVA YDHV Sum of Squares Between 23.879 Groups Within Groups Total 167.446 191.325 Mean df Square F 2 11.939 14.403 Sig. .000

202 204

.829