1.

Thống kê tần số

Variable Categories Percentage (%)

Gender Male 31.8
Female 67.8
Others 0.4
Students Classification Freshman 19.5
Sophomore 51.7
Junior 22.9
Senior 5.1
Others 0.8
Kinds of students Economics Students 80.1
Others 19.9

Locations Percentage (%)

Trung tâm Thương mại 88.6
Sân bay 45.3
Tòa nhà, chung cư 73.3
Rạp chiếu phim 79.7
Bệnh viện 19.5
Trường học 38.6
Đường cao tốc 17.8
Đường phố 56.4
Khác 1.3

Size Percentage (%)

Small 66.1
Medium 53.8
Large 78
Others 0.4

Content Percentage (%)

Cân bằng giữa hình ảnh và chữ 55.9
Nhiều chữ, ít hình ảnh 15.7
Nhiều hình ảnh, ít chữ 54.2
Màu sáng 53.8
Màu tối 18.2
Chữ in đậm, in nghiêng 25.4
Phụ đề âm thanh 51.7
Khác 1.2

Những đặc tính tác động sự chú ý Percentage (%)

Vị trí 50
Kích thước 32.2
Thiết kế 58.9
Thông điệp 42.4
Hình ảnh và số liệu 29.2
Màu sắc 33.5
Sự chuyển động 33.1

2. Thống kê mô tả

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

KT1 236 0 1 .32 .468

KT2 236 0 1 .58 .495
KT3 236 0 1 .71 .454
Valid N (listwise) 236

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

VT1 236 0 1 .44 .236

VT2 236 0 1 .45 .499
VT3 236 0 1 .62 .487
VT4 236 0 1 .58 .495
VT5 236 0 1 .30 .458
VT6 236 0 1 .46 .499
VT7 236 0 1 .28 .452
VT8 236 0 1 .57 .496
VT9 236 0 1 .00 .065
Valid N (listwise) 236

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

CT1 236 0 1 .56 .498

CT2 236 0 1 .16 .364
CT3 236 0 1 .54 .499
CT4 236 0 1 .54 .500
CT5 236 0 1 .18 .387
CT6 236 0 1 .25 .436
CT7 236 0 1 .52 .501
CT8 236 0 1 .01 .112
Valid N (listwise) 236

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

HB1 236 1.00 5.00 3.4958 .94305

HB2 236 1.00 5.00 2.9619 1.07319
HB3 236 1.00 5.00 2.8602 1.08840
HB4 236 1.00 5.00 3.3008 .92170
HB5 236 1.00 5.00 3.2839 1.00208
HB6 236 1.00 5.00 3.1568 .99188
HB7 236 1.00 5.00 3.3856 .94960
Valid N (listwise) 236

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

TH1 236 1.00 5.00 3.7754 .76935

TH2 236 1.00 5.00 3.9788 .71725
TH3 236 1.00 5.00 4.0127 .77997
TH4 236 1.00 5.00 3.9619 .69238
TH5 236 1.00 5.00 3.9364 .73816
TH6 236 1.00 5.00 3.7754 .84827
TH7 236 1.00 5.00 4.0042 .77459
Valid N (listwise) 236

3. Cronbach

Case Processing Summary

N %

Valid 236 100.0

Cases Excludeda 0 .0

Total 236 100.0

a. Listwise deletion based on all variables in the

procedure.

Reliability Statistics
 Cronbach's N of Items
Alpha

.801 27

(có thể che bảng dưới)

Item-Total Statistics

Scale Mean if Scale Variance Corrected Item- Cronbach's

Item Deleted if Item Deleted Total Correlation Alpha if Item
Deleted

KT1 30.1959 45.672 .224 .799

KT2 29.9416 46.129 .139 .802
KT3 29.8060 46.686 .067 .804
VT1 30.0763 45.586 .523 .794
VT2 30.0645 45.309 .261 .797
VT3 29.8992 45.665 .214 .799
VT4 29.9416 45.409 .248 .798
VT5 30.2213 44.888 .361 .794
VT6 30.0603 45.049 .300 .796
VT7 30.2340 44.934 .358 .794
VT8 29.9501 46.065 .148 .801
VT9 30.5137 47.419 -.127 .803
CT1 29.9586 46.382 .100 .803
CT2 30.3611 45.978 .242 .798
CT3 29.9755 46.932 .019 .806
CT4 29.9798 46.201 .126 .802
CT5 30.3357 45.939 .233 .798
CT6 30.2637 45.540 .268 .797
CT7 30.0009 45.661 .206 .799
CT8 30.5052 47.453 -.101 .803
HB1 27.0221 40.592 .485 .786
HB2 27.5560 37.790 .634 .774
HB3 27.6577 38.755 .544 .781
HB4 27.2170 40.146 .541 .782
HB5 27.2340 38.276 .647 .773
HB6 27.3611 38.977 .593 .778
HB7 27.1323 40.108 .524 .783

4. Phân tích tương quan

5.
 Correlations

Gtinh HV KT CT VT HB TH

Pearson Correlation 1 -.186 **

-.034 .055 .054 -.066 .117

Gtinh Sig. (2-tailed) .004 .608 .403 .407 .316 .074

N 236 236 236 236 236 236 236

Pearson Correlation -.186 **
1 .033 -.047 .045 .083 .038
HV Sig. (2-tailed) .004 .618 .477 .494 .204 .559
N 236 236 236 236 236 236 236
Pearson Correlation -.034 .033 1 .311 **
.351 **
.128 *
.007
KT Sig. (2-tailed) .608 .618 .000 .000 .049 .914
N 236 236 236 236 236 236 236
Pearson Correlation .055 -.047 .311 **
1 .401 **
.096 .043
CT Sig. (2-tailed) .403 .477 .000 .000 .140 .507
N 236 236 236 236 236 236 236
Pearson Correlation .054 .045 .351 **
.401 **
1 .154 *
.149*
VT Sig. (2-tailed) .407 .494 .000 .000 .018 .022
N 236 236 236 236 236 236 236
Pearson Correlation -.066 .083 .128 *
.096 .154 *
1 .323**
HB Sig. (2-tailed) .316 .204 .049 .140 .018 .000
N 236 236 236 236 236 236 236
Pearson Correlation .117 .038 .007 .043 .149 *
.323 **
1

TH Sig. (2-tailed) .074 .559 .914 .507 .022 .000

N 236 236 236 236 236 236 236

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

6. Hồi quy
Mô hình 1: Biến gồm Giới tính, Học vấn, Hiểu biết ban đầu, Vị Trí, Kính thước, Content

Variables Entered/Removeda

Model Variables Variables Method

Entered Removed

HB, Gtinh, CT,

1 . Enter
HV, KT, VTb

a. Dependent Variable: TH
b. All requested variables entered.

Model Summaryb
Model R R Square Adjusted R Std. Error of the Durbin-Watson
Square Estimate

1 .889 a
.790 .421 .52307 2.187

a. Predictors: (Constant), HB, Gtinh, CT, HV, KT, VT

b. Dependent Variable: TH

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig.

Coefficients

B Std. Error Beta

(Constant) 2.878 .231 12.449 .000

Gtinh .165 .074 .140 2.238 .026

HV .017 .042 .026 .410 .682

1 KT .102 .147 .046 .691 .490

CT .378 .197 .131 1.920 .056

VT .366 .159 .160 2.297 .023

HB .238 .046 .324 5.214 .000

a. Dependent Variable: TH

Mô hình 2: Gtinh, CT, VT, HB

Variables Entered/Removeda

Model Variables Variables Method

Entered Removed

HB, Gtinh, CT,

1 . Enter
VTb

a. Dependent Variable: TH
b. All requested variables entered.

Model Summaryb

Model R R Square Adjusted R Std. Error of the Durbin-Watson

Square Estimate
1 .863a .745 .631 .52153 2.182

a. Predictors: (Constant), HB, Gtinh, CT, VT

b. Dependent Variable: TH

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig.

Coefficients

B Std. Error Beta

(Constant) 2.889 .201 14.388 .000

Gtinh .162 .072 .137 2.251 .025

1 CT .410 .192 .142 2.138 .034

VT .343 .154 .149 2.233 .027

HB .237 .045 .323 5.233 .000

a. Dependent Variable: TH

Mô hình 3: GT, VT, HB

Variables Entered/Removeda

Model Variables Variables Method

Entered Removed

1 HB, Gtinh, VTb . Enter

a. Dependent Variable: TH
b. All requested variables entered.

Model Summaryb

Model R R Square Adjusted R Std. Error of the Durbin-Watson

Square Estimate

1 .633a .401 .512 .52553 2.198

a. Predictors: (Constant), HB, Gtinh, VT

b. Dependent Variable: TH

Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients

B Std. Error Beta

(Constant) 2.823 .200 14.120 .000

Gtinh .156 .073 .132 2.153 .032

1
VT .215 .142 .094 1.508 .133

HB .233 .046 .317 5.109 .000

a. Dependent Variable: TH

 Mô hình 2 có R hiệu chỉnh lớn nhất, Sig của các biến < 0,05 -> có ý nghĩa thống kê
 Mô hình hồi quy: TH = 2,889 + 0,162GT + 0,410CT + 0,343VT + 0,237HB