TIM HIEU VE THUC TRANG MUA HANG TRUC TUYEN CUASINH VIEN TAI TRUONG DAI HOC CONG NGHIEP ‘TP. HO CHi MINH PHAN MO BAU 1. Ly do chon de tai Mua hang trve tuyén dang tre thinh mt xu thé tit yéu trong bdi canh eich mang eng nghigp 4.0. Hinh thite ny xudt hign 6 Vigt Nam tir nam 2010, v6i gia dign d8 nin, dé sit dung va da dang ce mat hing dé phue vu diy dit nhu cia eb ngudi ding, mua hing trae thé nn thiy ring ih thie mua hiing nay Igi ngiy eng phé bién hom nh 1a tuyén hign dang 18 xu hudmg eta hign nay va trong twong lai. Va ta ké ti sau dai dich Covid-19, 446i v6i ddi tugng nh hoe sinh sinh vién. ‘lu tgn, nhn thay ring su phat ern manh mé cia mua hang tne tuyén nguyén nhn chii yéu 1d do Internet ngay edng phé bign & Vigt Nam, Internet vao Vigt Nam tir nim 1997, dé nay d8 66 h si 24 nim véi tde 46 phit trién nhanh chéng, Vigt Nam hign nim trong top 20 quéc gia sit dung internet hing dau thé gidi voi 68,17 trigu nui ding (70% dan 6), Chinh sy phat trién manh mé ciia Internet da din dén nganh throng mai dign ir nea nay. Theo két qu khio sit cia Higp hoi Thuong mai ign tr Vigt Nam (VECOM) nim 2018, «loan thu thang mei dign ti B2C dat 4,07 1y USD niim2015 nhung te d9 ting trudng joan 2016 - 2018 twong d6i cao , nim 2018 dat 7,8 ty USD USD, chiém binh quan gi khong 20% xing tigu ding xa cia cd mure va 3,6% ting doanh sé ban Ié hing hoa dich vy, te dp ting binh quiin hing nam li 30%. aon ‘Theo dy bo via Hip hdi Thuong mai Dign ti Vigt Nam (VECOM), th tong thyong mai bén I trye tuyén 98 phat trién nhanh chéng trong vai nim t6i, quy mé thi trong bin le tye tuyén a6e dat 13 1 USD, sir dung khodng 10 ty LSDS. TY trong trong ting doanh thu ban Ie hing hda va doanh thu dich va tgu ding ed mage dén nim 2020. ‘Theo mét bio céo cia Statista sau 2 nim dich bénh, Brg Nam A di ghi nhan sé long nnguisi mua sim trge tyén dat mien tugng, Khodng 70 gui tinh dén thoi digm hign tai va trong nm 2022, s6 lugng ngusi Vigt mua arg trye tuyén lén dén hom 51 trigu, ting 13.5% so voi nim trade, tng chi tiu cho vige mua sim trye tuyén dat 12,42(V USD. De bgt, sinh vign li dbi wrong khsich hing v6 cig iém ning cia mua hing true tuyén, béi ngiy nay gidi ue la Ita wi iép xte nhidu nhdt véi cng nghé nén hau nr ho €6 xu hug mua hing rye tuyén nhigu nhit “Tie iin sé tigu va din chimg da néu trén ta c6 thé abn thiy ring mua hang tree tuyén dang ngiy cing phé brén nhit la vor céc déx hngng hoc smh sm vill net KSB sau dai dich Covid-19,ho di thay 46 thoi quen, ting mue hing tre tuyén, qua dé ching ta khéng thé phii nhéin dirge Ioi ich ma mua hang truc tuyén dem Iai. Tiéu biéu nhit la tidt kiém thoi gian cho khach hang. Ching ta khong céin thiét phai dén truc tiép cira hang dé thao té trén may tin hode di thoa nigh |i ching ta o@ thé sé hitu duge mén dé chiing ta cn, cin vige giao hing di e6 cite don vi ‘66 thé mua hang, chi cdn qua mét van chuyén tp nhn; d& so sinh git it cia mat ing téy ede eta hang hoe eée trang thvomg mai Khe nhau; da dang eée mat hang; gid thinh ré vida phiin ede cra hang ding ki trén cée sin kh6ng cén t6n chi phi mft bing nén gid thinh bén ra cing ré hon so véi cfc cia hing truyén théng nhung vin dim bao chit lngng va bio hanh cho sin phim; 88 thé trinh noi déng die; trénh phit sink chi phi i lis cha tye mua hing dem gin; vi hom hét c6 nhting sy kin khuyén mai tri an khdch hang... Nhing loi ich lt vay nhung nhimg ri ro n6 dem li eting khdng thua kém. Trude tién la phi n6i dén tai chinh eva ngudi str dung; cée vin d quan dén thong tin ea nhan cia ngvéi ding; hang gia hing kém chit hrong cha duge cfc trang ny quim It, thim chi edn o6 ita hing ia di Khich hing bing cd: each khéc nhau; hur hong sin phim trong qué trinh van chuyén; chinh sich doi tra cing 14 mot vn dé quan trong ma ngudi mua hang quan tam, hign nay mt s6 eira syn sch i dy eb dt se 61 Kn vay vi in pid ea ry [nt thiy tinh ep thiét vi ning ri ro ma mua hing tre tuyén c6 thé mang li hit 1d trong 96i cdnh mua hang trye tuyén dang phat trién nhur hign nay ebyy nom chon dé tai “im higu v8 thye trang mua hing tree tuyén eta sinh vign ti tring Dai hoe “ong Nghiép TP. Ho Chi Minh” dé gidp sinh vién c6 cai nbin tOngiquafl hon vé hinh {HG mua hang nay, giép phong tran nhimg ri ro khéng mong muén khi mua hing va ip sinh vi voi db vige tin higu thy trang ifua fing tryc tuyén cia sinh vign trudng Dai hoe Cong im ra nhimg wifi phap 48 sir dung dich vy mua hing higu qua hen, cing, Nahigp s8 giip cho nhém dan gié dave sinh vién nghtnhurthé ndo v8 mua hang online, hho 66 quan tam dén hin thire mua hang nay kh6ng, nhimg mat hang ma ho hay mua simtir mua hing tryc tuyéa, ho cé cam thy hin thirc mua sim online tign Igi khéng,..ti €& din gid nin xét va o6 duge nhtng nhin nn chinh xc hon v8.8 2. Mye tiéu nghién ecru 2.1. Mye tiéu chin! Tim hia nf tng mua hing rye taydn ota ch vin ty tratmg Dei hge Cong, Nahigp TP. H3 Chi Minh 2.2. Me tigw ey thé: (© Khao sat é thye trang mua hang trye tuyén cua sinh vién tai truéng Dai hoe Cong Nehigp TP, Hé Chi Minh hign nay. ‘Xéc din aguyén nhan vi sao sinh vign ti truémg Dai hoc Céng Nehigp TP. Hé Chi Minh thics mua hang try tuyén. © Timm higw shang rai ry sinh view el rads Dal hye Cong hig MAR, HO Chl Mint thudmg g™p khi mua hing trye tuyén, © BE xuit mat sb gi php dé giip sinh vigntrutmg Bg hoe Céng Nghigp TP. HB Chi Minh sir ung dich vy mua ng tre tuyén mt céchhigu gua hom, 3. Cu hoi nghién etu: © Thye trang mua hing va sinh vin tai Ba ge Cong Nehigp TP, H Chi Minh hign nay nln tb 0? ch font hi fot sie phi hb wh trong vk bin © Ly do nie sinh vign ti trutmg Bai hoe Céng Nghigp TP. H6 Chi Mishel mia hang truc tuyén? ‘o Sinh vién truémg Dai hoe Cong Nghiép TP. Ho Chi Minh thuéng gap nhimg rii ro: nao khi mua hang truc tuyén? © Lim sao ¢@ sinh viéntruimg Dui hoe Cang Nghigp T?. H6 Chi Minh sir dung dich vu ‘na ag trve twyén mt ch higu qua hon? 4. DSi tugng va pham vi nghién eau 4.1. BOi urgrg nghin ew DSi nrgng nghign cia chia d& ti nay lithe trang mua hing tre tuyn cia sinh vi ti tnrimg Bai hoe Cong Nehigp TP. H3 Chi Minh. 4.2. Pham vinghién ctu © Pham vi thing gian: 8 tai nay duoc thue hign tai co s6 chinh Trdg Dai hoe (Cong Natigp tai Thanh phd Hd Chi Minh, wot glans 1/1/2023 den 1/6/2023 7 © Plagm vi© Phgm vi n6i dung: Nhém tp trung nghién eitu vé thrc trang mua hing tryc tuyén ing Nehigp TP. HCM trong mot s6 kha can nu tye trang mua hing hign nay cia sinh vign, nguyén nhan sinh vien thich mua hing, ciia sinh vien trudmg Dai hye nhimg rai ro sinh vign gap phai khi maa hing trae tuyén va nhimg dé xudt gdp sin vim mua bing try tuyds © di nagng kh sit: Ti cd sinh vign traémg Dai hge Céng Nghigp TP. H6 Chi Minh bao gdm sinh vién nim nh sim hai sim ba va edt im cud ber vi thong tn sé dg higu qua hon, thu thap nhiéu va da dang hon, tir d6 c6 thé tim higu durge théi quen mua sim vi nu cdutiu ding kde nhau gta céc sinh vién qua cc nim 5. ¥ nghia khoa hge va thy tién cia nghién eiru 5.1. ¥ nghia khoa hge 'é tdi mang ki mot sb ¥ ngha vé mt IY thuyét va kam sang t6 vé thye trang mua hing trge tuyén hign nay cia sinh vign Vigt Nam. Cling véi dé, dy cing la tai ligu ham Khao di v6i cdc nh& nghién cima v8 dB tdi mua hang trye tuyér. 5.2. ¥ nghia thye tin: ‘Thong qua nghién itu nay, sinh vign sé c6 edi nhin tong quan hon vé thye trang, nhi¢ng_ viii ro trong vige mua hang trye tuyén va cdc yéu t anh hwong dén hanh vi mua hang. ‘ang thai nghién cit cén dé ra nhimg bign phap, gidi phip gidp sinh vién c6 thém kinh nighigm trong vige mua hing tre tuyn. Bén canh d6, mghiéreinreor stip cdc doanh co a nghigp thar khio nda 0 dich vu ban hing tryc tuyén, ning cao chét long sin phim, lim hai long khich hing.‘TONG QUAN TAL LIEU 1. Clie kh LL. Khai nigm mua hing tree tuyén: Theo Jonathan P.Allen (2019), mua hang tryc oe tuyén la hoat déng hod hanh dng 6holphép khaeh hiiig mua sin pham hoae dich vu true tir ngudi ban thing qua Intemet. Ho ¢6 thé truy cp tye tuyén, truy e@p trang web cia nguéi bin, chon bat ky san pham, hing héa, dich vu ndo phi hop v6i nhu cau, bé vio gid hing trye tuyén va sip xép vige giao hang, Ngwiti mea thanh toan cho hing, héa hoje dich vy tc myén bing the tin dung, the ght ng hoge thanh roan bang rén mat Khi gino hing 1.2. Khai nigm hanh vis Theo John B: Watson (1970), ban vi duge coi la cae cir dong bin ngodi dupe nay ainh bin ngodi oo thé Bim dap ing gi oe kioh thich thoo mgt ong thire nha dina, 1.3. Khdi nigm hanh vi mua hang trye tuyén: Theo ngbién citu cha Na Li va Ping: ‘Zag (2002), ann vw rye tuyén con duge go! I hann vi mua hang qua mang, inh vi fa hing qua Internet la qué trinh fiua sn phim, dich vu qua Intemet. Nam 2. Thy trang mua hing trye tuyén hign nay cia sinh ‘Thco Duong Thi Thu Huong vi Pham Thi Mén Thuong (2022)fifive hing tre tuyén li xu hudng pho bién trong bé phan gid tré hign nay, dic bigt v6i déi tugng Li hoe sinh, sinh vign, Meo Khao sét 500 sinh vién tn dia bin TP. Fa NGi HI8SIKoang 88% dbu da Bip x sin gine doh taro, ng i Lazada, Tiki la ede img dung mua hang truc tuyén vO cing durge wa chudng hign nay. Két vidi Internet vei in, trang da Shope, «qua phan ich eting cho thdy c6 gin 60% tng sO sinh vigntham gia khao sit cho biét ho quan tim dén mua hing tre tuyén va chi ¢6 11,7% khong quan tim dén dich vy nay. ‘Trong 46 nam va nit gi ‘hur nhau. u quan tam va tham gia vio bogt dng mua hang tryc tuyén Theo Nguyér Pht Qu, Neuya Hing Dire va Trinh Thiy Nefn (2009), hig nay s6 lugng sinh vin danh théi gian va tién bac cho vige mua hang tre tuyén 1 cue ky nhiéu ‘va phd bign, Theo khdo sit 250 sinh vin thuge cfc tung dai hoe trén dia bin TP. HCM nnhu Bai hge MG, Bai hoc Kinh t&, Dai hoc Ngan hang,... thi mie chi tidu hang thing ma, ie An 5 tig mdi thing. Tonmg aé hin Kim sinh vign chi 9 shim Adi trang may softigu tir 1 dén 2 trigu chiém 32%, tir 2 dén 3 trigu chiém 25%, tir 3 dén 5 trigu chiém 10% va chi c6 4% sinh vién chi tu trén 5 trigu ding mdi thérg,S6 luong sinh vién sé bo tién 44 mua mot sin phim trye tuyén néu mite gid giao dgng tr 100 dén 500 nghin ddng chigm din 66%. Rét i sinh vign sin sing bora 6 tgn trén | trigu ding dé mua hang trae naa Neu tir etn th vie ong TH Thu Sums va egw (2021) ‘Theo Hoang Thi Thu Suong, Lé Thi Tuyét Nhung, Pham Thj Thim, Doin Thi Thanh ‘Tho (2021), ede mit hing ma sinh vien chon Iya dé mus hing trye tuyén v6 cing da dang. trong d5 chat long va gid cd la hai véu t6 due dé cao vi quan trong nit cua sinh vign khi ra quyét dinh mua hang trac tuyén. Theo khéo sit 300 sinh vién dang theo hoc tai Dai hoc Duy Tan dén tr ba khéi nghanh la Khéi nghanh Kinh «&, Y duge va Ki thuat thi cic mit hing nhur quain do, gidy dép va cdc phy kign duge cdc ban sinh vién nit vO cing ua chudng va ti 1¢ mua nhimg mit ing nay 6 nd gi chiém dn 60,2% edn di vei nam chi chiém 39,8%, Cén ning mat mg nhur dign tr, my mée, cae thiét bj inh ign Takét duge cae sink dén 76,1% cor nit chi chiém 23,9 nam wu tign khi ct aqui tn ta 06 thd thd dug ay kde nhau ota nhu cdu maa sim gita nam vii, hing je tinh, so thich, tim If tée dOng dén hanh vi mua hang tree tuyén, 3. Nguyén nbiin sinh vign Vigt Nam thich mua hing trye tuyén ‘Theo Hoang Quée Cuong (2010). nguyén nhan sinh vién thich mua hing truc tuyén xuat 1 ia ho, Bbi vi nhimg sinh viga nam mht mdi dt chin én thn phat tr chinh nhu phd lon thi t vige dau tién ma cée sinh vién cén kim dé la tim kiém ché 6, vi vy khéng thé thidu di nbitng vét dung cn thidt khi don ra 6 tro nhur chin ra, gbi dém, ban hoe, dén ban, ti qui fo,... Khéng chi li nhimmg nhu cau vé vige an 6 bai vi hign nay, thé gii dang chimg kign sy phéttrién nhu vi bio cia x3:h6i theo d6 thi nhimg nhu cd, «40i hoi cia sinh vién eding tir db ma ting cao, tr ee ning nhu edu an mie, vui chor, dén ce nhu clu sé tinh thin cting eye ky da dang. BS e6 thé dip tng tit ea eae nhu chu tn thi mua hang trye tuyén chin 18 sy Iya chon thigt thye va tign Igi nhat trong boi canh ich mang 4.) khéng chi d6i v6i sinh vign ma la vi todn b6 ngudi tiéu ding. Theo Lé Kim Dung (2020). Internet la tac nhan bén ngoai kich thich sinh vién mua hang. tne tuyén ki hign nay ce nn ting mua sim trge tuyén giip dura ra goign v6 nh cd eta sinh vign, phn lem sinh vign déu sir dung céc tng dung nhur Facebook, Youtube, Instagram,... day la céc img dung trung gian git xuat hién cde tir khéa, thong tin cae 10quing céo va cic hinh anh lién quan dén sin phim gitip tic day sinh vign tir trang thai khong e6 nhu clu sang trang thi xudt ign nu ew ‘Theo Dinh Thi Loi (2013), m6t trong nhtng nguyén nhén chi yéu khién sinh vin thich sna hing tye tuyén li do sy tgn Ig ma né mang Ii, ma hang te tuyén stp sinh vign Inn hoa trong vige mua sim, tiétkigm then gan, chu dng vé thon gan mua sim, kh vo bit cir Khi no, 6 bat eit noi du, ho vn o6 thé luét web chon Iya sin phim wa thich mot caich thodi mai ma Khng cn phy thude véo gid mé cia hay dng eit eta eta hing, die bigt mua hing trae tuyén vip cho ning sinh vign Khong o6 s6 thich di mua sim tai efe cita hing hay trung tam thuong mai tranh su én do, tip nip, khéng phai xép hang hay ton thai gian chard. a ci sy 0 Theo Jan Wicscke, Nick Lice, Amanda J, Broderick, Jeremy F, Dawson va Rolf van Dick (2008), sy da dang vé sin phim khi mus hing trge tuyén ip sinh vign e6 thé tham Khiio ‘va mua nhamg san pham ma ho edn trén nhimg cita hang trge tuyén khong chi 6 Vigt Nam ma ciia 24 nude ngodi nhw Amazon, Taobao, Nike,.. ma khéng bi gti han v8 thoi gan hay tanh tho, Cung vor do, ho €6 thé str dung nhimmg cong cu truc tuyén a8 phuc vy cho vige so sin sin phim, sinh vign e6 thé so sinh gia ea, ie tinh, tinh nang eu sin phim dé ¢6 thé thye hign nhing quyét dinh mua hang, sith vién ¢6 thé mua nbimg sin pham pha ho» voi gia tién, véi nhu cau sit dung ciia mink, ¢6 cai nhin da ehigu vé sin phim va c6 thé tham khao nhimng théng tin dnh gi truge khi quyét dinh mua san phim. ‘Theo nghign situ cia Lim Ti Quyén (2014), mdi quan tam vé thong tin ed nh vi tinh bao mat efing déng vai tro quan trong khi sinh vién ra quyét dink mua sin phim trye ‘VEARNAnh vign 6 sp tin cdy v8 cOng nghé, v8 imemet, tn edy vé phia nha cung eép it hrgng sin phim, vé cde quyén gi gidp hang héa vi dich vy try tuyén, tin ely bao mit thong tin c4 nhan cila ngudi tid ding gitip-ehe sinh vign c6 xu huéng mua hing trye tuyén cang tang cao. 4. Nhiing rir sinh vign Vigt Nam thug gip khi mua hing trye tuyén Theo Lé Thj Chi, Lé Thi Kim Anh vi Nguyén Thi Hong Nguyén (2022), mét trong. sahiing rii ro o6 thé xay ra khi sinh vign mua hang trye tuyén dé Ta san phim khéng dat yéu clu, hign nay hinh thie mua hing tre tuyén dang v6 cing duge ua chung bei tn ning tignIgi,nhanh gon cia mink, tay nhign vite tuyén nén sinh vign vi ngudi bn khang gp 9 tare tip, khiing e6 sy trao di hay kid tra sin phim, udin rit nhiéu ri ro, gay nhimg bat loi va thigt hai cho cd bai, Bau tign 1 phia sinh vien, rit nhiéu sin phim khdng durge kiém hang do tinh bao mat nén ho sé di mat voi nhigu vin 48 nhu sin phém kém chét lung, sin phdm hur hong numg khdng cho déi ta...Con vé phia gus bn, ho s8 pha ludn d6i didn v6i nd sg vda chuyén hang bj hong hc, pha Sn nit hi bi dhrmg sin phim va chi phi vn chuyén, sinh trang phd way dé chink la gudi mua hing “chét dom” nhung khi giao hing thi Iai thong tr tito, khong nhén hang, sy thigt hai v& cong sie va kinh té cua ngudi ban, ‘Theo Nguyér Hoang DIgm Huong, Nguyn Th} Binh Minh, Nguyén Nage Bich Tram (2016), éc6 thé mua ede san phim trae tuyén, sinh vign 58 phai cung cp rit nhidu ¢héng tn ed hn nha 6 dign thoai, ho tan, s6 can ewe cng din, sth tin dung, dia chi nha... vige eune cp thine tin enh thoatnhin thi exe nh rt om ain nun a tiém dn nhing nguy co rai ro vO cing lon va gay ra vO sé hé Iuy cho sinh vign néu nh ‘nhiig théng tin trén roi vio tay nhiing ké xau, Nhiéu sinh vién thuong bj bat bude cung cép mot sé thong tin cé nhin dé e6 thé nhén nhimg voucher wu dai khi mua sim, mua mot tng mét hay giam gid dén 70% khién vige bi 16 thing tin cd nhan ter nén dé ding hon. Hay hign tugng cdc img dung gii ti gi y lin tue nig mén dé ma sinh vign di timg tim kiém trén mang, Diéu nay cho thy ring, mot s6 img dung da theo dBi cde hoat ding, cite thang fini kiém hing ngay cia sinh vidn vi ng ti ding, The hn on rich rhigm sé do Google phit hinh vio cudi nim 2021 cho thay c6 4/5 nguai ding internet t9i ‘Vit Nam ting bi 1 thong tin cé nhan ma phin lon 18 ti ay bét cén khi mua hing trge tuyén, die biét LA vao cde ngay hOi gidm gid cudi nim nha 11-11, 12-12, Black Friday..., im tang nguy co vé lira dio trye tuyén, khién ngudi ding bj 16 théng tin e4 nhan. cing ‘Theo Bui Thenh Khoa (2018), do sy phat trién manh mé cua thong mei dign te, nganh dich vu giao nhén hang héa dang phai chiu mot ép lye kkdng 18, khi sé luong khach hing dit mua hing true tuyén dang ngay cing nhiéu.Hign nay, cée don vi giao nhén hing héa jettel Post.Grab.Giao hang Tinh thi trudng giao nhin hang hoa 6 Vigt quen thude nhur Giao hang Nhanh, Bee, Shopee Express, ‘Tit kgm... dang ngy mot phd bién va ch Nam Tuy phi hién 1 vy, nhimg nbiing dem vi vin chuyén niy vin edn tn tai khang it nhimg sai sot ma phé bién nhat chinh Ia giao hang chim tré, day la mot trong nhiing nui ro khién sinh vién ngin nggi khi mua hang tryc tuyén, hu hét nhing sai sét nly xdy ra chi yéu la do bén gio hing thiéu trich nhigm trong kha xir lf hag, dng edi hing 2khang cin thin di véi nhimg mén hing gia tri hay dé bjbé vo. Nhigu trutmg hop hing hhda bj tin dong or kho, bj that Iae va khdng thé dén tay nguri mua do sy kim vige thigu chuyén nghigp va khong kiém dinh hang héa tradi khi vin chuyén eta bén giao hang khién trai ngbigm mua hang ciia sinh vign va ca ngudi tigu ding bj anh hudng trim trong. S.Nhiimg khia conh chura durye a3 cp trong ede nghiéa eiru true a6 ‘Vin dé nghién cia vé thy trang mua hang tre tuyén ein sinh vi di 66 rt niu nh nghién citu tién hah va cde tai ligu da sé la néu Ién nhirrg thue trang va céich khéc phuc dé cai thién dé c6 thé han ché nhimg rai ro c6 thé xay ra khi mua hing tre tuyén tuy nhién 6 hai khia canh chua duge dé cp trong nghién eu trude d6: ‘Thérnhait d6 chinh 14 tinh trang gia xuat hign khi quang cio sin phim va gid that su khong chinh ce do thong tin trong ngudn ep a figu va rang dich khding nhit qué, diy 1a mOt Idi do hé théng cae trang web mua sim va do 18i ghdin mém gay nén.Hign nay [di nay vin cha duge nghign eiu va giai quyét nén vin gay ra bit Igi va phim todi cho gud ti ding ‘Thi hai, higa nay, nhu ed mua hing trgetuyén dang ting rt cao, vige chi doi li du hign nhign ki da s6 du phai mit it nhit 3 ngdy hay 5 ngiy dé sin phim c6 thé dén tay nguéi mua hing hod tham chi la ché dgi trong vai tuan,vai thing. Tuy nhién trong qué tvinh vin chuyén,c6 thé nay ra nhiing vn d2 phat sinh king luting true dye nh hing bj hur hing, bi v3, chit hang sin phim khéng dat chuin, Trong traimg hop hing doe dtc mute ngodi sé Khia vige kétn6i vi nha cung cp hing hia va dich vu trae tuyéa bi han ché do khée bigt vé ng6n ngi, vé lanh thé tir 6 khOrg thé c6 nhiing bai thutmg thoa ding, hye hig nding nhu edu d6i wa sin phim, Tuy 66 nhdng chinh sich vé die, bd 1 bac, sin phim cho sinh vién tuy nhién chi phi d6i tra la v6 cing cao va tha fu rum ra Khién phin lon sinh vign du chip nbn git Iai sim phim bj bur hai. van a8 nay vin etua duge gia quyét a co thé bao vg quyén fot Khong eu eht sin ign ma la cia nguéi tiéu ding khi mua hang 6 ede trang web true tuyén ctia nude ngoai 3BNOI DUNG ~ PHUONG PHAP © Thiéeké cit ngan; Thue hign nhan, it tn kém, mai di tug chi edn thu nhap thdng tin mot lin nén khé hitu dung va kh6ng cin phéi theo dBi xudi theo thd gian. © Thiée ké rghién eitu dinh lyng: Khi sic dung thiétké nghién etu dinh lugng 66 thé sir dung khdo sat bing phigu edu di, inh thire ndy ittén kém, git tit kigm durge ‘hii gan hung yi th nh ee © Thiérké phi the ngh ‘va moi rvimg di vi Abi trgmg mi nh s& Khao sé 2. 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HOM ‘© Tho gian ién inh Khio sit: Tir 1/03/2023 dn 1042023 (ey thé thai gian me ink ko sit la ti 01/03/2025 va ng link khio st 1 01,04/2023). 16© Tiép cin miu: Bang cdu hoi khio sit s& durge nhém nghién cir tao trén nén ting Google Form, sau 46 nhém sé gi dung ls k cia nhing phiéu khdo sit ndy len ede snhom hi trén Facebook e6 dng dio cong dng sinh vién IUH tham gia, eée sinh vign tudtg Bai hge Cong Nghigp s® tim duge du’mg link va $00 sinh vien tinh aguyn sd bm vio link 43 tham gia khio sit. Ho 23 mit tr § dn 10 phi tay tbe 45 cia timg ngudi dé hodn thanh béng khéo sét. Sau 46, nhom sé thu igi nhiing phiéu céu hi khio it bing cdich mé dit ligu bing Google Sheet rbi hu thin tip tin Excel va tai vé may tinh., 42.Xirly dirligu © Mu tiéu !: Dé c6 thé ir ly kEt qua thu duge tix cudc khio sit, nhém nghién ctu si dung phép tinh théng ké m6 ta tinh sé lugng,ti I¢ pha trim... tir phn tich két quai sé cho ra duve diye wang mua hang aye wyén cba sinh wien wuOE Bal Nye Cong, Nghigp TP. Hé Chi Minh hign nay. © Mue ti 2: Bé o6 thé xi két qua thu duge ti eude khio sit, nhim nghign city si Tailigu tiéng Vigt 1. Bai Thanh Khoa, 2018. Anh huong ca ri ro cam nhan dén y dinh mua hang tre tuyén cia khich hang tgi TP. H8 Chi Minh, Tap c'i Khoa hoe va Cong NehTrmg Dai hoe Céng Nehigp TP 18 Chi Minh, 96 34, tr 88-89, 2. Duong Thi Thu Huong, Pham Thi Mén Thuong, 2022, Xi hucimg mua hing tree tuyén cia sink vién hién nay. Bao céo Tang két, Hoe vign Béo Chi va Tuyén Truyéa, 3. Dinh Thj Lyi, 2013. Nghién citu hanh vi mua hang trve tuyén cia sinh vien kh vee Thanh phd Hé Chi Minh, Lun vin Thge st. Trung Dai hye KY thust Cong Nghe ‘TP. Hé Chi Minh, 4. Hoang (ude CwrongiZu10. signien eitu cae yeu 16 ann meong aén y dunn ste aung dich vw mua hang dién- dign te qua mang. Lugn vin Tage si. Bai hge Bach Khoa ‘TP. Ho Chi Min 5. Hoting Thi Thu Suong, Lé Thi Tuyét Nhung, Pham Thi Thim, Bodn Thi Thanh ‘Thio,2021, Kitio sat nhu cau mua hang online ctia sinh vién ai hoe Duy Tan, Nghién ettu khoa hoc sinh vign. Dai hoe Duy Tan TP. Da Nang, 6. Lim Ti Quyén, 2014. Cae yéu t6 téc dng hank vi mua siim tre tuyén eta sinh vién (ai Thanh phd H6 Chi Minh, Chuyén Dé Tot Nehiép. Dai hoc Kinh TE TP. 1H Chi Minh, 7. Le ThjChi, L8 Thi Kim Anh, Nguy8n Thi Héng NGRVSRQOID! Nhieng sign ich va ri ra tr mua sdim trac tay trang béi enh dich Ménh Covid-19 6 minds ta hin nay. Nehién edu khoa hge. Trig Cao Ding Cong Thuong mién Trung. 8. Lé Kim Dung,2020, Nehién eit hinh vi mua sam ire tuyén cia nguedi tw ding Vigt Nam. Lugn an Tién si. Vign Han lam Khoa hge xa hoi Vigt Nam, Hoe vign Khoa hoe xa hi 9. Jonathan P, Allen, 2019. Kink Doan Online. TP. Hé Chi Mink: NXB Cong Thong, 10. Nguydn Phis Quy, NeuyEn Hing Die va Trinh Thiy N; 2009, Xie Mung mua stim trac tuyén cia sinh viémtrén dia bain Thinh phd HG Chi Mink. Nghién koa bge sinh vign, Dai hoe Ma'TP. H3 Chi Minh 21. Nguyén Hong Dim Huomg, Nguyn Thi Binh Minh, Nguyén Ngoe Bich Trdm,2016. Nghién cétu céc yéu té anh hung dén thai 46 eta ngudi mua trong thi truimgthuomg mi ai hee Kinh té-Luge TP H8 Chi Minh, sé Q4, 162-0. 12. Nguyn Th Tidu Loan,2021. Phin sich hank vi mua sd lign tt. Tap chi Phat trién Khoa hoe va Cong nghg. Truimg, irgc ayn eta ngudi tiéu ding: Trung hop trén dia ban tinh An Giang. Bao cho tang két. Trung Dai hoe An Giang. ‘Tai liu tiéng Anh, John B. Watson, 1970. Behaviorism New York City: W. W. Norton & Company. re Jan Wieseke, Nick Lee, Amanda J. Broderick, Jeremy F. Dawson and Rolf van Dick, 2008. Multilevel Analyses in Marketing Research: Differentiating, ‘Analytical Outcomes. Journat of Marketing Theory and Practice. VON, No, pp. 321-339. 3. Na Liand Ping Zhang,2002. Consumer online shepping attitudes and behavior. ‘An assessment of research, Syracuse University aPHU LUCA Phiéu khao sit vé thye trang mua hang trye tuyén cia sinh vign tgi tru’mg D: Céng Nehigp TP. Hd Chi Minh 4) G61 tinh eda byn? hoe Nam Nir 2) Ban dang la sinh vién khéa nio? 16 Is Khie a Ban Ia sinh vign thue khoa nto? arkp KT-KT 3 Marketing Khe 4) Bon cb dang deh co 12 vii hd me Khang? Khong 5) Hign tgi ban 6 di Lam them khong? cs Khong 6) Thu nh§p cia vige lam thém e6 it cho chi titucé nhin hiing thing cia ban knong? ro Khong 7) Ban cé thich mua hing true tuyén khong? ro Khong inh udm, 210) Ban thug mua hing trye tuyén 1 minh hay mua chung v6i ban bé? Tar ditt inh Mua cng véi ban be 11) Trung binh 1 thang ban mua hing true tuyén bao nhiu lin? ‘Vai thing méi mua | lan 1-3 fin 1 thing Hom 3 lin I thing 12)Trung binh bgn chi hae nhiéu 1 thang cho vige mua hang trye tuyén? Dini | tigu 13 tiga Hom 3 tigu 13) Ban o6 thdy vige mua hang trye tuyén tign loi hon mua trye tiép khong? © Khong 14) Vige shank toain khi mua hang trye tuyén c6 tin lg dBi voi ban khong? c% Khong 15) Ban thug thanh todn thé nio khi mua hing irge tuyén ‘Tra tién mat khi nn hing (COD) Tra que the 2Tri que vidi 16) Nhimng tign gi nto ma ban thich khi mua hang tryc tuyén hom la tryc tgp? Voucher (Ma giam gi) Nhanh~Gon Le ‘ign kif xany/diu di chuyén ‘Xem trade durge gid thanh san phim Khe WD Vi % 1e c6 that sw thudn sn véi ban hay khéng? aban hang khi mua Khong 18) Che If do e4 niin khién han thich mua tryc tuyén hon I mua true 19) Ban cé cim thy an toan khi mua hing trye tuyén hay khing? % Khang 20) Bgn of hai long véi thoi gian sin phim vé dén tay ban hay khong? % Khong 21) Ban of hai long véi nhimg sin phim ma ban ting mua online khong? Khang 22) Chink sch ddi tra sin phim c6 lam ban cam thay hai long khong? o Khong 23) Ban of bao giv bj lira khi mua sim trye tuyém nay ehera? © Chia 24) Nhiing I do nao khién ban con e nggi mdi khi mua hang trye tuyén? 225) Ban oi thuiimg nghién edu sin phim cin mua true khi bim dit hing sin phim hay khong? c Khang Tay hi 26) Bgn thurimg mua thing trén trang web chinh cia sin phdm hay dit sin phim qua 1 don vj bin te? Mua thing tén web ‘Mua qua trung gian Tay sin phim 27) Ban of thing vi dign ti khong? © ‘ém tra Igi sé dw ti khosin sau Khi thanh tofin qua thé hoje Khong Tay Toe 28) Khi sin phim duge giao dén ban c6 kiém tra sin phim ki cang roi méi nhgn tra sau? hay nhgn ri sau 46 Kiém a r8i aha hing Nh hing ki ra 29) Vige kiém tra mire 49 uy tin cia trang web mua hang tryc tuyén e6 quan trong hay khong ? c Khong Y kién kha 30) Theo bgn, bign phap thiét thye nhit dé phong tranh vige aj phai sin phiim try tuyén bf hur hong I gh? Cm om ban dit din thai gian tham gia euge Khéo sét nay! 23