Thang o cht lng dch v website Tiki

TT Factors ( bin Ch bo Ch bo Thang o

tim n)
1 THQ1 Ti d dng tm c th ti cn Likert
2 THQ2 D chuyn sang nhng danh mc khc Likert
3 THQ3 Cho php ti hon thnh mt giao dch Likert
nhanh chng
4 THQ4 Thng tin trn trang web c t chc Likert
Tnh hiu qu
tt
5 THQ5 Tc ti trang nhanh Likert
6 THQ6 D s dng Likert
7 THQ7 Truy cp vo trang mt cch nhanh Likert
chng.
8 THQ8 Trang web c t chc tt Likert
9 TCS1 Lun sn sng truy cp Likert
10 TCS2 Truy cp v chy trang nhanh Likert
11 Tnh c sn ca TCS3 Trang web ny khng b nh sp Likert
12 h thng TCS4 Trang web khng b ng sau khi ti Likert
t hng
13 TDU1 Giao hng sau khi t Likert
14 TDU2 Giao hng trong khung thi gian ph Likert
hp
15 TDU3 Giao hng nhanh Likert
16 Tnh p ng TDU4 Gi hng ngay sau khi t Likert
17 TDU5 Hng ha c thng bo c sn Likert
u c sn trong kho
18 TDU6 a thng tin trung thc v hng ha Likert
19 TDU7 Giao hng ng nh cam kt Likert
20 TRT1 Bo v thng tin v hng vi mua sm Likert
ca ti
21 Tnh ring t TRT2 Khng chia s thng tin c nhn ca Likert
ti vi cc trang web khc
22 TRT3 Bo v thng tin th tn dng ca ti. Likert
23 STT1 Ti ni nhng iu tt v trang web Likert
ny cho mi ngi
24 STT2 Ti gii thiu trang web ny cho Likert
nhng ai cn li khuyn ca ti
25 STT3 Ti khuyn khch bn b v ngi Likert
thn mua sm ti trang web ny
S trung thnh
26 STT4 Trang web ny l s la chn u tin Likert
ca khch hng
cho vic mua sm trong tng lai
27 STT5 Ti s tip tc mua sm ti y trong Likert
tng lai
 PHN TCH KT QU NGHIN CU

1. M t thng tin
Cuc kho st trn bng cu hi chnh thc c thc hin trong 3 tun ( t ngy 5/3 n
ngy 25/3/2017). Kt qu kho st thu v nh sau:
- Tng s bng cu hi c pht ra l 233 bng kho st trn mng.
- S mu thu v 233 mu kho st qua mng.
- Trong loi 8 bng do thiu thng tin v 79 bng do cc i tng cha s dng trang
web trc tuyn Tiki. Cn li l 146 bng cu hi c s dng lm d liu cho nghin cu
(t t l 62,66% ). S lng mu ny t yu cu v kch thc mu ti thiu c cp.
2. Thng k m t mu

Table 1 M t cc thnh phn ca mu

S Phn Phn trm c gi Phn trm cng

Nhm
lng trm tr dn
TUI
Di 18 tui 22 15.1 15.1 15.1
18-25 tui 99 67.8 67.8 82.9
25-33 tui 25 17.1 17.1 100.0
34- 40 tui 0 0 0
Trn 40 tui 0 0 0
Tng cng 146 100.0 100.0
GII TNH
Nam 41 28.1 28.1 28.1
N 105 71.9 71.9 100.0
Tng cng 146 100.0 100.0
NGH NGHIP
Hc sinh sinh vin 120 82.2 82.2 82.2
Cn b cng nhn 12 8.2 8.2 90.4
vin
Lao ng t do 12 8.2 8.2 98.6
Hu tr 0 0 0 98.6
Khc 2 1.4 1.4 100.0
Tng cng 146 100.0 100.0
THU NHP
Di 1 triu 57 39.0 39.0 39.0
 1-3 triu 53 36.3 36.3 75.3
3-5 triu 18 12.3 12.3 87.7
5-7 triu 9 6.2 6.2 93.8
Trn 7 triu 9 6.2 6.2 100.0
Tng cng 146 100.0 100.0

Quan st s liu tng hp ti table 1 trn, c th thy:

V tui, phn ln khch hng mua sm trn trang web bn l trc tuyn Tiki l nhng
khch hng trong tui 18-25 tui ( chim 67,8%), tip n l 25- 33 tui (chim 17,1%), di
18 tui (chim 15,1%). y l nhng khch hng trong tui hc tp, lao ng, tr trung,
thng xuyn tip cn v s dng cng ngh, c bit l cng c internet. Mc khc, nhng
ngi ny thng c nhu cu mua sm trc tuyn cao v thng xuyn.
V gii tnh, t l nam- n c s chnh lch kh nhiu: nam chim 28.1%, n chim
71.9%, nguyn nhn do c s chnh lch ny l n gii c xu hng mua sm trc tuyn nhiu
hn nam gii, h dnh kh nhiu thi gian cho vic mua sm online.
V ngh nghip, 120 khch hng mua sm qua trang web Tiki l hc sinh sinh vin, i
tng chim 82.2% trn ton b khch hng, cn b cng nhn vin chim 8.2% v lao ng t
do chim 8.2% . Tiki l mt trang web ni ting v sch, a s khch hng s dng trang web
ny mua sch (9,1% trong s i tng c kho st s dng Tiki mua sch). i tng
hc sinh sinh vin l nhng ngi s dng sch nhiu nht phc v cho vic hc hnh, gii tr,
V thu nhp, khch hng c thu nhp di 1 triu chim t trng cao nht trong s khch
hng c kho st ( chim 57%), 53% khch hng c thu nhp t 1-3 triu.
Nhn chung, khch hng mua sm trc tuyn qua website Tiki l nhng i tng tr ang
trong tui lao ng, hc tp (di18 tui n 33 tui), a s l hc sinh sinh vin v c mc
thu nhp kh thp ( di 3 triu).
3. Phn tch nhn t khm ph EFA
a. Kt qu phn tch
Nhn t c lp
Kt qu phn tch nhn t khm ph ca nghin cu nh sau:

Table 2 Kt qu KMO v Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

.921
Adequacy.
Approx. Chi-Square 1978.748
Bartlett's Test of
df 210
Sphericity
Sig. .000
 T kt qu thu c ti bng 2 trn, c th thy:
H s KMO= 0.921>0.5, kim nh Bartlett c Chi-square = 1978.748, df= 210 nn p( chi-
square, df) = 0.000< 0.05. ng thi o lng s tng thch ca d liu vi tt c gi tr trn
ng cho u ln hn 0.5 nn khng nh d liu l thch hp phn tch nhn t.
Sau khi loi b 1 ch bo b cross-loading, ta c kt qu nh sau
Table 3 Kt qu phn tch nhn t cc bin c lp

Bin quan st
Nhn t
1 2 3 4
TDU2 .826
TDU3 .822
TDU1 .760
TDU7 .732
TDU6 .612
TDU4 .583
TDU5 .536
THQ3 .779
THQ2 .763
THQ1 .705
THQ4 .610
THQ6 .602
THQ7 .595
THQ5 .484
TCS3 .773
TCS4 .759
TCS2 .670
TCS1 .664
TBM3 .807
TBM1 .774
TBM2 .733
Eigenvalue 10.257 1.579 1.210 1.048
% of Variance 48.844 7.519 5.763 4.989
Cumulative % 48.844 56.363 62.127 67.115

T kt qu thu c ti bng 3 trn, c th thy:

 - C 4 nhn t c trch v tt c cc bin u c h s ti nhn t ( factor loading)>0.4 ,
h s communalities>0.5 ( ph lc) v khng c xy ra hin tng cross-loading. iu ny
chng t cc bin v cc nhn t c quan h cht ch vi nhau, m bo mc ngha thit thc
ca EFA.
- Tng phng sai tch ly= 67.115 % tha mn iu kin phng sai tch ly >=60%.
- H s Eigenvalue>=1 m bo yu cu phn tch.
Nhn t ph thuc: s trung thnh ca khch hng
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
.776
Adequacy.
Approx. Chi-Square 484.219
Bartlett's Test of
Df 10
Sphericity
Sig. .000

Component Matrix
Bin quan st

STT3 .905
STT5 .890
STT2 .795
STT1 .741
STT4 .713

Eigenvalue 3.302

% of variance 66.036

Cumulative % 66.036

- T kt qu thu c ti 2 bng trn, c th thy:

 - H s KMO= 0.776>0.5, kim nh Bartlett c sig= 0.000< 0.05. ng thi o lng s
tng thch ca d liu vi tt c gi tr trn ng cho u ln hn 0.5 nn khng nh d liu
l thch hp phn tch nhn t.
- Tt c cc bin u c h s ti nhn t ( factor loading)>0.4 , h s communalitie s>0.5 (
ph lc) v khng c xy ra hin tng cross-loading. iu ny chng t cc bin v cc nhn t
c quan h cht ch vi nhau, m bo mc ngha thit thc ca EFA.
- Tng phng sai tch ly= 66.036 % tha mn iu kin phng sai tch ly >=60%.
- H s Eigenvalue>=1 m bo yu cu phn tch.
b. Kt lun
- Cc thang o thuc nhn t cht lng dch v
Thc hin phn tch EFA cho tng th 27 bin ca cc thang o thuc nhn t cht lng
dch v . Sau 2 ln phn tch loi 1 bin . Vy cn c vo qu trnh EFA c th t tn cc thnh
phn nh sau: Tnh hiu qu gm cc items sau: THQ1, THQ2, THQ3, THQ4, THQ5, THQ6,
THQ7 ( loi THQ8). Tnh c sn ca h thng bao gm cc items sau: TCS1, TCS2, TCS3,
TCS4 . Tnh p ng gm cc items sau: TDU1, TDU2, TDU3, TDU4, TDU5, TDU6, TDU7.
Tnh ring t gm c cc items sau: TRT1, TRT2, TRT3.
- Thang o thuc nhn t s trung thnh ca khch hng bao gm cc items sau:
Thang o s trung thnh ca khch hnh gm 5 bin: STT1, STT2, STT3, STT4, STT5.
4. nh gi thang o bng h s tin cy Cronbach Alpha
Kt qu thc hin kim nh tin cy Cronbach Alpha thc hin trn chng trnh SPSS
nh sau:

Table 4 Kt qu phn tch Cronbach's Alpha

Trung bnh Phng sai Cronbach

Tng quan
Bin quan st thang o nu thang o nu Alpha nu loi
bin tng
loi bin loi bin bin

Thang o: Tnh hiu qu. Cronbachs Alpha 0.873

THQ1
24.90 8.625 .583 .864
THQ2
24.97 7.710 .699 .849
THQ3
24.90 8.087 .679 .852
THQ4
24.99 7.869 .680 .852
THQ5
24.89 8.195 .620 .860
THQ6
25.02 8.103 .692 .850
THQ7
24.93 8.395 .615 .860
Thang o: Tnh c sn ca h thng. Cronbachs Alpha 0.843

TCS1
12.06 2.610 .681 .800
TCS2
12.23 2.976 .577 .842
TCS3
12.38 2.733 .703 .790
TCS4
12.22 2.627 .757 .766
Thang o: Tnh p ng. Cronbachs Alpha 0.920

TDU1
24.33 10.843 .786 .905
TDU2
24.55 10.636 .813 .902
TDU3
24.62 10.526 .819 .901
TDU4
24.75 11.056 .704 .913
TDU5
24.49 11.314 .698 .914
TDU6
24.27 11.635 .690 .914
TDU7
24.52 11.093 .757 .908
Thang o: Tnh ring t. Cronbachs Alpha 0.855

TRT1
8.03 1.516 .763 .764
TRT2
8.11 1.519 .728 .796
TRT3
8.11 1.519 .691 .832
Thang o: S trung thnh ca khch hng. Cronbachs Alpha 0.869

STT1
16.45 5.532 .611 .861
STT2
16.41 5.209 .676 .846
STT3
16.46 4.788 .821 .809
STT4
16.58 5.391 .579 .870
STT5
16.43 4.730 .791 .816
 Tt c cc thang o trn u c h s Cronbach Alpha ln hn 0.6. ng thi, cc h s
tng quan bin tng ca cc bin trong m hnh u ln hn 0.5 nn tt c cc ch bo u c
gi li.
5. Hiu chnh m hnh
Sau qu trnh phn tch Cronbach Alpha v phn tch EFA, m hnh nghin cu cht lng
dch v ca trang web bn l trc tuyn Tiki chu nh hng ca 4 nhn t: Tnh hiu qu
( THQ), Tnh c sn ca h thng (TCS) , Tnh p ng (TDU), Tnh ring t (TRT).
6. Kim nh m hnh

Cc gi thuyt:
H1: cm nhn khch hng v Tnh hiu qu ca mua hng trc tuyn trn trang web bn l
Tiki tng hay gim th mc trung thnh ca h i vi dch v ny tng hay gim theo.
H2: cm nhn khch hng v Tnh c sn ca h thng ca mua hng trc tuyn trn trang
web bn l Tiki tng hay gim th mc trung thnh ca h i vi dch v ny tng hay gim
theo.
H3: cm nhn khch hng v Tnh p ng ca mua hng trc tuyn trn trang web bn l
Tiki tng hay gim th mc trung thnh ca h i vi dch v ny tng hay gim theo.
H4: cm nhn khch hng v Tnh ring t ca mua hng trc tuyn trn trang web bn l
Tiki tng hay gim th mc trung thnh ca h i vi dch v ny tng hay gim theo.
M ha cc bin c lp v cc bin ph thuc nh sau:
Bin c lp
-Bin Tnh hiu qu l trung bnh ca 7 bin quan st THQ1, THQ2, THQ3, THQ4,
THQ5, THQ6, THQ7.
-Bin Tnh c sn ca h thng l trung bnh ca 4 bin quan st: TCS1, TCS2, TCS3,
TCS4.
-Bin Tnh p ng l trung bnh ca 7 bin quan st: TDU1, TDU2, TDU3, TDU4,
TDU5, TDU6, TDU7.
-Bin Tnh ring t l trung bnh ca 3 bin quan st: TRT1, TRT2, TRT3.
Bin ph thuc
 -Bin S trung thnh ca khch hng l trung bnh ca 5 bin quan st: STT1, STT2,
STT3, STT4, STT5.
a. Phn tch tng quan Pearson

Table 5 Ma trn tng quan gia cc bin

Tnh Tnh c S trung

Tnh p Tnh ring
hiu sn ca h thnh ca
ng t
qu thng khch hng
Tnh hiu Pearson Correlation
1 .587(**) .652(**) .538(**) .645(**)
qu
Sig. (2-tailed) .000 .000 .000 .000
N 146 146 146 146 146
Tnh c Pearson Correlation
sn ca h .597(**) 1 .683(**) .549(**) .664(**)
thng
Sig. (2-tailed) .000 .000 .000 .000
N 146 146 146 146 146
Tnh p Pearson Correlation
.652(**) .683(**) 1 .656(**) .709(**)
ng
Sig. (2-tailed) .000 .000 .000 .000
N 146 146 146 146 146
Tnh ring Pearson Correlation
.538(**) .549(**) .656(**) 1 .689(**)
t
Sig. (2-tailed) .000 .000 .000 .000
N 146 146 146 146 146
S trung Pearson Correlation
thnh ca
.645(**) .664(**) .709(**) .689(**) 1
khch
hng
Sig. (2-tailed) .000 .000 .000 .000
N 146 146 146 146 146
**. Correlation is significant at the 0.01level (2 tailed)
Ma trn ny cho thy mi tng quan gia bin s trung thnh ca khch hng ( bin ph
thuc) vi tng bin ng lp cng nh tng quan gia cc bin c lp vi nhau. Cc h s
tng quan u kh cao ln hn 0.538 ( tha mn -1<= r <= 1) v gi tr sig nh hn mc
ngha 0.01. Nhn chung, ta c th kt lun c rng cc bin c lp ( tnh hiu qu, tnh p
ng, tnh c sn ca h thng, tnh bo mt) c th a vo m hnh gii thch cho bin ph
thuc ( s trung thnh ca khch hng).
b. Phn tch hi quy tuyn tnh a bin
 Table 6 Bng ANOVA

ANOVAa
Model Sum of df Mean F Sig.
Squares Square
Regression 28.900 4 7.225 65.308 .000b
1 Residual 15.599 141 .111
Total 44.499 145
a. Dependent Variable: Su trung thanh cua khach hang
b. Predictors: (Constant), Tinh bao mat, Tinh hieu qua, Tinh co san, Tinh dap ung
- V F=65.308 v p(F)=0.000<0.05 nn c th khng nh rng tn ti mi quan h gia
cc bin Tnh bo mt, Tnh hiu qu, Tnh c sn, Tnh p ng vi S trung thnh ca khch
hng.

Table 7 Bng Coefficients

H s chun
H s cha chun ha a cng tuyn
ha
Bin t Sig.
Sai s H s
B Beta VIF
chun Tolerance
(Constant) .050 .269 .188 .851
Tinh hieu qua .244 .085 .200 2.885 .005 .519 1.926
1 Tinh co san .230 .075 .221 3.082 .002 .484 2.068
Tinh dap ung .223 .082 .221 2.721 .007 .376 2.657
Tinh bao mat .293 .063 .315 4.634 .000 .538 1.858
a. Dependent Variable: Su trung thanh cua khach hang

- Cc h s hi quy u mang du dng th hin cc yu t trong m hnh hi quy trn

nh hng t l thun n s trung thnh ca khch hng mua sm trc tuyn ca Tiki.

- Vi kt qu phn tch ti biu Coefficients, tt c cc gi tr sig tng ng vi cc bin

Tnh hiu qu, Tnh c sn ca h thng, Tnh p ng, Tnh bo mt ln lt l
0.005,0.002,0.007,0.000 u nh hn 0.05. Do c th khng nh cc gi thuyt H1, H2, H3,
H4 trong m hnh u c chp nhn.

Phng trnh hi quy tuyn tnh c trch theo h s Beta chun ha c dng nh sau

STT= 0.05 + 0.244THQ + 0.230TCS + 0.223TDU + 0.293TBM

 Trong :

STT l bin ph thuc th hin s trung thnh ca khch hng i vi cht lng dch v
mua sm ti trang web bn l Tiki

THQ l tnh hiu qu

TCS l tnh c sn ca h thng

TDU l tnh p ng

TBM l tnh bo mt

Nhn xt: C 4 yu t u tc ng gn bng nhau n S trung thnh ca khch hng.

Qua phng trnh, ta c th nhn thy tnh bo mt l thnh phn c h s hi quy chun ha
cao nht ( h s Beta= 0.293, sig=0.000) tc l thnh phn ny c mc tc ng ln nht ln
s trung thnh ca khch hng. Mt cp thay i cm nhn v Tnh bo mt th S trung
thnh ca khch hng s tng 0.244 cp . ( Cp vi (1) l hon ton khng ng , (5) l
hon ton ng )

Nhn t tc ng mnh th hai l Tnh hiu qu vi h s Beta= 0.244 v sig=0.005. Mt

cp thay i cm nhn v Tnh hiu qu th S trung thnh ca khch hng s tng 0.244 cp
.

Nhn t tc ng mnh th ba l Tnh c sn ca h thng vi h s Beta= 0.230 v

sig=0.02. Mt cp thay i cm nhn v Tnh c sn ca h thng th S trung thnh ca
khch hng s tng 0.230 cp .

Nhn t tc ng yu nht n s trung thnh ca khch hng l Tnh p ng vi h s

Beta l 0.233 v sig= 0.007

Nhn chung, th cc yu t ny u tc ng trc tip n S trung thnh ca khch hng, v

tc ng tng ng nhau v h s Beta gn bng nhau. iu ny cho thy rng khch hng
lun quan tm v tt c cc kha cnh c s trung thnh vo trang web Tiki.

Table 8 Bng tm tt m hnh

M hnh R R bnh R bnh phng Sai s chun Durbin-

phng hiu chnh ca c lng Watson
a
1 .806 .649 .640 .33261 2.185
a. Predictors: (Constant), Tinh bao mat, Tinh hieu qua, Tinh co san, Tinh dap
ung
b. Dependent Variable: Su trung thanh cua khach hang
 Kt qu phn tch cho thy R bnh phng= 0.649 v R bnh phng iu chnh l 0.640
ngha l m hnh tuyn tnh xy dng ph hp vi tp d liu n mc 64% hay ni cch
khc l 4 bin THQ, TCS, TDU, TBM gii thch c 64% s trung thnh ca khch hng i
vi trang web bn l trc tuyn Tiki.

7. nh gi cht lng dch v mua sm qua trang web bn l Tiki.

Table 9 Thng k m t cc bin tng hp

N Gi tr Gi tr Gi tr lch
thp nht cao nht trung bnh chun
Tnh hiu qu 146 2.71 5.00 4.1671 .46594
Tnh c sn 146 2.50 5.00 4.0668 .54400
Tnh p ng 146 2.43 5.00 4.0767 .57373
Tnh bo mt 146 2.33 5.00 4.0308 .61595
S trung thnh ca
146 2.60 5.00 4.0986 .56287
khch hng
S mu c gi tr 146

Nhn chung, khch hng mua sm ti trang web Tiki nh gi cht lng dch v t n
mc ng ( mc 4) hn 1 cht nhng cha t n mc hon ton ng . Chng t Tiki
vn phi tip tc pht huy v hon thin c 4 thnh phn Tnh hiu qu, Tnh c sn, Tnh
p ng, Tnh bo mt nhm em n s trung thnh v s tha mn cao hn cho khc hng.

Yu t Tnh hiu qu c nh gi cao nht ( 4.171), cao hn mc nh gi ca 4

yu t cn li cho thy khch hng coi trng yu t Tnh hiu qu nht. Cc yu t cn li gn
bng nhau, Tiki cng nn ch ci thin nhiu hn t c s hi lng tuyt i t khch
hng.
 PH LC: KT QU PHN TCH THNG K

Thng k m t thnh phn mu

Gioi tinh cua ban la

Frequency Percent Valid Percent Cumulative
Percent
nam 41 19.2 28.1 28.1
Valid nu 105 49.1 71.9 100.0
Total 146 68.2 100.0
Missing System 68 31.8
Total 214 100.0

Do tuoi cua ban la

Frequency Percent Valid Percent Cumulative
Percent
 duoi 18 22 10.3 15.1 15.1
18-25 99 46.3 67.8 82.9
Valid
26-33 25 11.7 17.1 100.0
Total 146 68.2 100.0
Missing System 68 31.8
Total 214 100.0

Nghe nghiep cua ban la

Frequency Percent Valid Percent Cumulative
Percent
hoc sinh sinh vien 120 56.1 82.2 82.2
can bo cong nhan vien 12 5.6 8.2 90.4
Valid lao dong tu do 12 5.6 8.2 98.6
khac 2 .9 1.4 100.0
Total 146 68.2 100.0
Missi
System 68 31.8
ng
Total 214 100.0

Thu nhap ca nhan cua ban mot thang

Frequency Percent Valid Percent Cumulative
Percent
duoi 1 trieu 57 26.6 39.0 39.0
1 den 3 trieu 53 24.8 36.3 75.3
3 den 5 trieu 18 8.4 12.3 87.7
Valid
5 den 7 trieu 9 4.2 6.2 93.8
tren 7 trieu 9 4.2 6.2 100.0
Total 146 68.2 100.0
Missing System 68 31.8
Total 214 100.0

Phn tch nhn t khm ph EFA

- Nhn t c lp

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .921
Approx. Chi-Square 1978.748
Bartlett's Test of Sphericity df 210
Sig. .000

Component Initial Eigenvalues

Total % of Variance Cumulative %
1 10.257 48.844 48.844
2 1.579 7.519 56.363
3 1.210 5.763 62.127
4 1.048 4.989 67.115
5 .800 3.811 70.926
6 .688 3.276 74.203
7 .681 3.243 77.446
8 .554 2.639 80.086
9 .505 2.406 82.492
10 .476 2.267 84.759
11 .440 2.096 86.855
12 .417 1.985 88.840
13 .382 1.819 90.659
14 .369 1.757 92.416
15 .328 1.563 93.979
16 .305 1.451 95.430
17 .268 1.274 96.704
18 .234 1.114 97.818
19 .194 .923 98.741
20 .157 .748 99.489
21 .107 .511 100.000

Communalities

Initial Extraction

THQ1 1.000 .556

THQ2 1.000 .682
THQ3 1.000 .682
THQ4 1.000 .596
THQ5 1.000 .525
THQ6 1.000 .599
THQ7 1.000 .551
TCS1 1.000 .654
 TCS2 1.000 .566
TCS3 1.000 .726
TCS4 1.000 .766
TDU1 1.000 .743
TDU2 1.000 .810
TDU3 1.000 .798
TDU4 1.000 .612
TDU5 1.000 .615
TDU6 1.000 .638
TDU7 1.000 .697
TBM1 1.000 .785
TBM2 1.000 .736
TBM3 1.000 .758

Extraction Method: Principal

Component Analysis.

Rotated Component Matrixa

Component
1 2 3 4
TDU2 .826
TDU3 .822
TDU1 .760
TDU7 .732
TDU6 .612
TDU4 .583
TDU5 .536
THQ3 .779
THQ2 .763
THQ1 .705
THQ4 .610
THQ6 .602
THQ7 .595
THQ5 .484
TCS3 .773
TCS4 .759
TCS2 .670
TCS1 .664
TBM3 .807
TBM1 .774
TBM2 .733
 Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.
- Nhn t ph thuc

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .776

Approx. Chi-Square 484.219

Bartlett's Test of Sphericity df 10

Sig. .000

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 3.302 66.036 66.036 3.302 66.036 66.036

2 .640 12.802 78.838
3 .563 11.262 90.100
4 .430 8.591 98.692
5 .065 1.308 100.000

Extraction Method: Principal Component Analysis.

Component Matrixa Communalities

Component Initial Extraction
1 STT1 1.000 .549
STT3 .905 STT2 1.000 .633
STT5 .890 STT3 1.000 .819
STT2 .795 STT4 1.000 .509
STT1 .741 STT5 1.000 .792
STT4 .713 Extraction Method: Principal
Extraction Method: Principal Component Analysis.
Component Analysis.
a. 1 components extracted.

Phn tch h s tin cy Cronbach Alpha

Reliability Statistics
 Cronbach's N of Items
Alpha
.873 7

Item-Total Statistics
Scale Mean if Scale Variance Corrected Item- Cronbach's Alpha if
Item Deleted if Item Deleted Total Correlation Item Deleted
THQ1 24.90 8.625 .583 .864
THQ2 24.97 7.710 .699 .849
THQ3 24.90 8.087 .679 .852
THQ4 24.99 7.869 .680 .852
THQ5 24.89 8.195 .620 .860
THQ6 25.02 8.103 .692 .850
THQ7 24.93 8.395 .615 .860

Reliability Statistics
Cronbach's N of Items
Alpha
.843 4

Item-Total Statistics
Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha if
Item Deleted Item Deleted Total Correlation Item Deleted
TCS1 12.06 2.610 .681 .800
TCS2 12.23 2.976 .577 .842
TCS3 12.38 2.733 .703 .790
TCS4 12.22 2.627 .757 .766

Reliability Statistics
Cronbach's N of Items
Alpha
.920 7

Item-Total Statistics
Scale Mean if Scale Variance Corrected Item- Cronbach's
Item Deleted if Item Deleted Total Alpha if Item
Correlation Deleted
TDU1 24.33 10.843 .786 .905
 TDU2 24.55 10.636 .813 .902
TDU3 24.62 10.526 .819 .901
TDU4 24.75 11.056 .704 .913
TDU5 24.49 11.314 .698 .914
TDU6 24.27 11.635 .690 .914
TDU7 24.52 11.093 .757 .908

Reliability Statistics
Cronbach's N of Items
Alpha
.855 3

Item-Total Statistics
Scale Mean if Scale Variance Corrected Item- Cronbach's
Item Deleted if Item Deleted Total Alpha if Item
Correlation Deleted
TBM1 8.03 1.516 .763 .764
TBM2 8.11 1.519 .728 .796
TBM3 8.11 1.519 .691 .832

Reliability Statistics
Cronbach's N of Items
Alpha
.869 5
\
Item-Total Statistics
Scale Mean if Scale Variance Corrected Item- Cronbach's
Item Deleted if Item Deleted Total Alpha if Item
Correlation Deleted
STT1 16.45 5.532 .611 .861
STT2 16.41 5.209 .676 .846
STT3 16.46 4.788 .821 .809
STT4 16.58 5.391 .579 .870
STT5 16.43 4.730 .791 .816

Phn tch tng quan Pearson

Correlations
 Tinh hieu qua Tinh co san Tinh dap ung Tinh bao mat Su trung thanh
cua khach hang
Pearson Correlation 1 .597** .652** .538** .645**
Tinh hieu
Sig. (2-tailed) .000 .000 .000 .000
qua
N 146 146 146 146 146
** ** **
Pearson Correlation .597 1 .683 .549 .664**
Tinh co san Sig. (2-tailed) .000 .000 .000 .000
N 146 146 146 146 146
** ** **
Pearson Correlation .652 .683 1 .656 .709**
Tinh dap
Sig. (2-tailed) .000 .000 .000 .000
ung
N 146 146 146 146 146
** ** **
Pearson Correlation .538 .549 .656 1 .689**
Tinh bao
Sig. (2-tailed) .000 .000 .000 .000
mat
N 146 146 146 146 146
** ** ** **
Su trung Pearson Correlation .645 .664 .709 .689 1
thanh cua Sig. (2-tailed) .000 .000 .000 .000
khach hang N 146 146 146 146 146
**. Correlation is significant at the 0.01 level (2-tailed).

Phn tch hi quy tuyn tnh a bin

ANOVAa
Model Sum of Squares df Mean Square F Sig.
Regression 28.900 4 7.225 65.308 .000b
1 Residual 15.599 141 .111
Total 44.499 145
a. Dependent Variable: Su trung thanh cua khach hang
b. Predictors: (Constant), Tinh bao mat, Tinh hieu qua, Tinh co san, Tinh dap ung

Coefficientsa
Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics
Coefficients
B Std. Error Beta Tolerance VIF
1 (Constant) .050 .269 .188 .851
Tinh hieu qua .244 .085 .200 2.885 .005 .519 1.926
 Tinh co san .230 .075 .221 3.082 .002 .484 2.068
Tinh dap ung .223 .082 .221 2.721 .007 .376 2.657
Tinh bao mat .293 .063 .315 4.634 .000 .538 1.858
a. Dependent Variable: Su trung thanh cua khach hang

Model Summaryb
Model R R Square Adjusted R Std. Error of the Durbin-Watson
Square Estimate
1 .806a .649 .640 .33261 2.185
a. Predictors: (Constant), Tinh bao mat, Tinh hieu qua, Tinh co san, Tinh dap ung
b. Dependent Variable: Su trung thanh cua khach hang
nh gi cht lng dch v mua sm qua trang web bn l Tiki

Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Tinh hieu qua 146 2.71 5.00 4.1671 .46594
Tinh co san 146 2.50 5.00 4.0668 .54400
Tinh dap ung 146 2.43 5.00 4.0767 .57373
Tinh bao mat 146 2.33 5.00 4.0308 .61595
Su trung thanh cua khac
146 2.60 5.00 4.0986 .56287
hang
Valid N (listwise) 146