Luận văn Nghiên cứu các yếu tố ảnh hưởng đến ý định sử dụng dịch vụ mua hàng điện tử qua mạng Năm 2010 PDF

i Hc Quc Gia TP.
H Ch Minh
TRNG I HC BCH KHOA
-------------------------------------

HONG QUC CNG

NGHIN CU CC YU T NH HNG
N NH S DNG DCH V
MUA HNG IN T QUA MNG

Chuyn ngnh: QUN TR KINH DOANH

LUN VN THC S

TP.H CH MINH, thng 7 nm 2010

CNG TRNH C HON THNH TI
TRNG I HC BCH KHOA
I HC QUC GIA TP H CH MINH

Cn b hng dn khoa hc : TS. Nguyn Thy Qunh Loan

Cn b chm nhn xt 1 : TS. L Thnh Long

Cn b chm nhn xt 2 : TS. Nguyn Qunh Mai

Lun vn thc s c bo v ti Trng i hc Bch Khoa, HQG Tp.
HCM ngy 30 thng 07 nm 2010.
Thnh phn Hi ng nh gi lun vn thc s gm:

1. PGS. TS. Bi Nguyn Hng
2. TS. Nguyn Thy Qunh Loan
3. TS. L Thnh Long
4. TS. Nguyn Qunh Mai
5. TS. Trng Quang c

Xc nhn ca Ch tch Hi ng nh gi lun vn v B mn qun l
chuyn ngnh sau khi lun vn c sa cha (nu c).

Ch tch Hi ng nh gi lun vn B mn qun l chuyn ngnh

I HC QUC GIA TP. HCM CNG HO X HI CH NGHI VIT NAM
TRNG I HC BCH KHOA c Lp - T Do - Hnh Phc
KHOA QUN L CNG NGHIP ---oOo---
----------- TP. HCM, ngy 30 thng 06 nm 2010

NHIM V LUN VN THC S

H v tn hc vin: Hong Quc Cng Gii tnh: Nam
Ngy, thng, nm sinh: 01/01/1979 Ni sinh: Cn Th
Chuyn ngnh: Qun tr kinh doanh
MSHV: 01708008

1- TN TI:

Nghin cu cc yu t nh hng n nh s dng dch v mua hng in t
qua mng.
2- NHIM V LUN VN:
(1) Xc nh cc yu t tc ng n nh s dng ca ngi s dng dch v
mua hng in t qua mng (MHTQM).
(2) a ra nhng kin ngh, xut cho cc nh cung cp cc chng trnh
MHTQM trong vic thit k cc tnh nng, dch v cung cp cho ngi s
dng
3- NGY GIAO NHIM V: 02/02/2010
4- NGY HON THNH NHIM V: 30/06/2010
5- H V TN CN B HNG DN: TS. Nguyn Thy Qunh Loan

Ni dung v cng Lun Vn Thc S c Hi ng Chuyn Ngnh thng
qua.

CN B HNG DN CN B MN QUN L CNG NGHIP
(H tn v ch k) (H tn v ch k)

LI CM N
Trc tin, ti xin chn thnh cm n c TS. Nguyn Thy Qunh Loan tn tnh
hng dn, truyn t kin thc, kinh nghim cho ti trong sut qu trnh thc hin
lun vn tt nghip ny.
Xin gi li cm n n qu thy c Khoa Qun l cng nghip Trng i hc
Bch Khoa TP.HCM, nhng ngi truyn t kin thc qu bu cho ti trong
thi gian hc cao hc va qua.
Sau cng, xin c dnh li tri n su sc cho b m, nhng ngi nui dy ti
khn ln v ht lng quan tm, ng vin ti hon thnh lun vn tt nghip ny.

TP.HCM, thng 7 nm 2010

Hong Quc Cng
i
TM TT
Nghin cu ny c 2 mc tiu c bn l: (1) Xc nh cc yu t tc ng n
nh s dng ca ngi s dng MHTQM, (2) a ra nhng kin ngh, xut
cho cc nh cung cp cc dch v MHTQM trong vic thit k cc tnh nng, dch
v nhm p ng cc yu cu ca ngi tiu dng. Nghin cu c tin hnh qua
hai giai on l nghin cu nh tnh v nghin cu nh lng.
Nghin cu nh tnh xc nh c 6 yu t cc yu t tc ng n nh s dng
dch v MHTQM gm: (1) Mong i v gi, (2) Cm nhn s tin li,(3) Cm
nhn tnh d s dng (4) Cm nhn s thch th, (5) nh hng x hi, (6) Cm
nhn s ri ro khi s dng. Ngoi ra m hnh cng s c xem xt s nh hng
n nh s dng ca 3 bin nhn khu l: gii tnh, thu nhp, tui tc.
Nghin cu nh lng c thc hin thng qua bng cu hi kho st. Nghin
cu s dng phn tch hi quy a bin thng qua phn mm SPSS 16.0 vi s lng
mu l 467.
Kt qu phn tch hi quy a bin cho thy m hnh nghin cu ph hp vi d liu
kho st, cc gi thuyt u c chp nhn. Cc gi thuyt v cc yu t mong i
v gi, nhn thc s thun tin, nhn thc tnh d s dng,nh hng x hi, cm
nhn s thch th c tc ng dng n nh s dng u c chp nhn. Gi
thuyt nhn thc ri ro khi s dng c tc ng m n nh s dng cng c
chp nhn.
Cc kt qu ca nghin cu gip cc nh cung cp dch v hiu r hn v cc yu t
tc ng n nh s dng ca ngi tiu dng qua mng. T , c th nh
hng vic thit k v pht trin cc chc nng, dch v p ng nhu cu ca ngi
tiu dng. Bn cnh , nghin cu cn ng gp thm mt ti liu khoa hc trong
lnh vc mua hng qua mng, thng qua vic xy dng mt m hnh l thuyt gii
thch cc yu t tc ng n nh s dng ca ngi tiu dng trong vic mua
hng in t qua mng, n gip cc nh nghin cu hiu r hn v th trng Vit
Nam.
ii
ABSTRACT

There are 2 main objectives of this research: (1) Identify the factors affecting the
Usage Intention of online shopping for electronic goods services, (2) Suggest
solutions to online shopping for electronic goods service providers to improve the
functions, services to meet the consumers requirements. This research includes two
phases: qualitative exploratory study and quantitative official study.
In qualitative exploratory phase, the study identified factors affecting to online
shopping for electronic goods services such as: (1) Perceived of price, (2) Perceived
of convenience, (3) Perceived ease of use, (4) perceived of enjoyment, (5) Social
influence, (6) Perceived of risk.
In quantitative official phase, 467 samples of questionnaire were collected (SPSS
16.0 software was used in processing collected data).
Multiple regression analysis results showed that the model was met with collected
data and all hypotheses were accepted. Hypotheses such as: Perceived of price,
Perceived of convenience, Perceived ease of use, Perceived of enjoyment, Social
influence affecting positively to Usage Intention of online shopping for electronic
goods services are supported. Besides, Perceived risk affecting negatively to Usage
Intention of online shopping for electronic goods services is supported too.
The results of this study help providers to understand deeply the factors affecting
Usage Intention of online shoppers. So they can improve the design and
development functions and services that meet the consumers needs. Besides, the
study also provides a scientific documents on online shopping, through building a
framework of factors affecting to Usage Intention of online shopping for electronic
goods services, it will help researchers to understand deeply about Vietnam market.

iii
Mc Lc
LI CM N.............................................................................................................. i
TM TT...................................................................................................................ii
ABSTRACT...............................................................................................................iii
MC LC ................................................................................................................. iv
DANH MC HNH................................................................................................... vi
DANH MC BNG ................................................................................................vii
DANH MC CC T VIT TT.........................................................................viii
Chng 1. M U.................................................................................................. 1
1.1 Tnh cp thit ca ti: .............................................................................. 1
1.2 Mc tiu nghin cu .................................................................................... 2
1.3 Phm vi nghin cu...................................................................................... 2
1.4 Gii hn ti .............................................................................................. 3
1.5 B cc ca lun vn ..................................................................................... 3
Chng 2 C S L THUYT V M HNH NGHIN CU............................. 5
2.1 Tng quan .................................................................................................... 5
2.2 Cc m hnh l thuyt lin quan .................................................................. 9
2.3 Cc nghin cu thc hin trc y .......................................................... 13
2.4 M hnh nghin cu xut ...................................................................... 22
2.5 Tm tt chng 2....................................................................................... 27
Chng 3. PHNG PHP NGHIN CU...................................................... 28
3.1 Thit k nghin cu.................................................................................... 28
3.2 Xy dng thang o s b ........................................................................... 28
3.3 Nghin cu nh tnh.................................................................................. 33
3.4 Nghin cu nh lng .............................................................................. 39
3.5 Tm tt chng 3....................................................................................... 44
Chng 4. KT QU NGHIN CU................................................................. 45
4.1 c im mu kho st .............................................................................. 45
4.2 nh gi tin cy thang o ..................................................................... 48

iv

v
DANH MC HNH
Hnh 2.1 T l mt hng c mua trong 3 thng lin tc trn ton th gii ............ 7
Hnh 2.2 Thuyt hnh ng hp l TRA (Ajzen v Fishbein,1975) ......................... 9
Hnh 2.3 Thuyt nhn thc ri ro PRT (Bauer,1960) .............................................. 10
Hnh 2.4 M hnh chp nhn cng ngh TAM (Davis,1986) .................................. 10
Hnh 2.5 M hnh chp nhn thng mi in t E-CAM (Joongho Ahn,
Jinsoo Park, Dongwon Lee, 2001............................................................................. 11
Hnh 2.6 M hnh chp nhn cng ngh hp nht UTAUT .................................... 12
Hnh 2.7 M hnh xu hng s dng thanh ton in t (L Ngc c, 2008) ..... 15
Hnh 2.8 M hnh yu t t chc nh hng n sn sng v thc hin thng
mi in t ca doanh nghip (Nguyn Thanh Hng, 2009) ................................... 16
Hnh 2.9 M hnh s tha mn khch hng trong mua sm qua mng (Matthew
K O Lee v Christy M K Cheung 2005)................................................................... 17
Hnh 2.10 M hnh hnh vi ngi tiu dng trong mua hng qua mng
(Hasslinger v cng s 2007) ................................................................................... 18
Hnh 2.11 M hnh lng tin cy trong hnh vi mua hng qua mng ca ngi
tiu dng (Tzy-Wen Tang v Wen-Hai Chi, 2005) .................................................. 18
Hnh 2.12 M hnh m rng m hnh TAM cho World-Wide-Web (Moon Ji
Won v Kim Young Gul, 2001) ............................................................................... 18
Hnh 2.13 M hnh xut ...................................................................................... 23
Hnh 3.1 S qu trnh nghin cu ....................................................................... 29

vi
DANH MC BNG
Bng 2.1 T l ngi tng mua hng qua mng cc khu vc trn th gii...6
Bng 2.2 Tng hp cc yu t v kt qu ca cc nghin cu
trc .....19
Bng 2.3 Tng hp cc yu t nghin cu...24
Bng 3.1 Bng pht biu thang o mong i v gi.35
Bng 3.2 Bng thang o nhn thc s thun tin.35
Bng 3.3 Bng pht biu thang o nhn thc tnh d s dng.36
Bng 3.4 Bng pht biu thang o nh hng x hi...36
Bng 3.5 Bng pht biu thang o cm nhn s thch th...37
Bng 3.6 Bng pht biu thang o nhn thc s ri ro...38
Bng 3.7 Bng pht biu thang o nh s dng...38
Bng 4.1 Hnh thc thu thp d liu45
Bng 4.2 T l nhn bit cc trang web bn hng trc tuyn ph bin....46
Bng 4.3 Thi gian trung bnh mt ln truy cp MHTQM...46
Bng 4.4 Tn sut truy cp cc trang web bn hng in t qua mng...47
Bng 4.5 Thng k kinh nghim s dng internet...47
Bng 4.6 Thng k mu theo gii tnh.....48
Bng 4.7 Thng k mu theo nhm tui..48
Bng 4.8 Kt qu phn tch Cronbachs Alpha49
Bng 4.9 Bng lit k h s ti nhn t phn tch EFA ln th 252
Bng 4.10 Bng tm tt gi thuyt trong m hnh nghin cu53
Bng 4.11 Kt qu phn tch tng quan Pearson...55
Bng 4.12 Bng phn tch cc h s ca cc yu t c lp trong hi quy a bin.57
Bng 4.13 Bng tm tt kt qu kim nh gi thuyt.61
vii
DANH MC CC T VIT TT

B2B : Business to business
B2C : Business to Consumers / Business to Customers
E-CAM : E-Commerce Acceptance Model
EFA : Exploratory Factor Analysis
IDT : Information Diffusion Theory
MHTQM : Mua hng in t qua mng
MPCU : Model of Personal Computer Utilization
P : Mc ngha
PRT : Theory of Perceived Risk
TAM : Technology Acceptance Model
TP. HCM : Thnh ph H Ch Minh
TPB : Theory of Planned Action
TRA : Theory of Reasoned Action
UTAUT : Unified Technology Acceptance and Use Technology

viii

Chng 1. M u
Chng 1. M U

Chng 1 trnh by tnh cp thit ca ti, qua nu ln mc tiu m ti
hng n, phm vi nghin cu, ng thi cng nu ln mc gii hn, gii thiu b
cc ca 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 (Narges Delafrooz v cng s, 2010). 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 (Hasslinger v cng s, 2007). 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 2008, c 38% website cho php t hng v 3,5% website c chc
nng thanh ton trc tuyn (B Thng mi, 2008). 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
2007 ln 17,5% nm 2008. 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, 2008). Bn cnh , trong nhng nm qua, t l ngi s
dng internet cng tng nhanh chng. Nu nm 2005 s ngi s dng internet
l 7,5 triu ngi (bo Vietnamnet, 21/07/2005), th n thng 9/2009 c
21,62 triu ngi s dng internet, tng 100 ln so vi nm 2000 (Bo Cng An
Nhn Dn, 25/09/2009). Cc s liu trn cho thy, s pht trin cc website bn
hng qua mng, c bit l hng in t, vn cha tng ng vi s pht trin
1

Chng 1. M u
internet Vit Nam. T , mt nghin cu v lnh vc mua hng in t 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 chnh nh hng n nh s dng dch v MHTQM. Ngoi ra, vic
p dng mt m hnh l thuyt trn th gii vo hon cnh 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 nh
hng n nh s dng dch v MHTQM c thc hin nhm gii quyt cc
vn .
1.2 MC TIU NGHIN CU
Xc nh cc yu t tc ng n nh s dng ca ngi s dng MHTQM.
a ra nhng kin ngh, xut cho cc nh cung cp cc dch v MHTQM
trong vic thit k cc tnh nng, dch v nhm p ng cc yu cu ca ngi
tiu dng.
1.3 PHM VI NGHIN CU
Do gii hn v thi gian, nghin cu ch c thc hin trong phm vi nh sau:
1.3.1 i tng nghin cu
i tng c chn kho st bao gm c nam v n, tui t 22-50. y l
nhm i tng c kh nng c lp v kinh t nn hnh vi tiu dng ca h trong
chng mc no c th i din cho tt c cc thnh phn ngi tiu dng trong
x hi.
1.3.2 a im v thi gian
2

Chng 1. M u
a im: TP. H Ch Minh v cc tnh ln cn.
Thi gian: T 02/02/2010~30/6/2010
1.4 GII HN TI
Mc d tc internet Vit Nam trong nhng nm qua pht trin nhanh chng,
nhng s lng cc website cho php thanh ton qua mng cn hn ch. Tnh n
nm 2008, ch c 3.8% website cho php thanh ton qua mng (Bo co b thng
mi, 2008), do vy, ti s xem xt nh s dng dch v MHTQM theo c hai
phng php: xem v t hng qua mng, thanh ton bng tin mt khi nhn hng
ti nh, ln t hng v thanh ton qua mng bng ti khon.
Trong lnh vc hnh vi ngi tiu dng c rt nhiu l thuyt v m hnh khc nhau,
nghin cu ny ch gii hn trong vic nghin cu nh s dng dch v
MHTQM thng qua vic kho st cc yu t tc ng n nh ca ngi tiu
dng.
Hnh vi ca ngi tiu dng ph thuc vo sn phm hay dch v m h mua, nn
cc yu t khc nhau s c mc nh hng khc nhau ln ngi tiu dng tu thuc
vo sn phm hay dch v (Hasslinger, 2007). V vy, nghin cu ny ch gii hn
trong vic nghin cu sn phm l hng in t - loi sn phm ang pht trin
mnh m trong lnh vc mua hng qua mng Vit Nam trong thi gian qua.
1.5 B CC LUN VN
Lun vn bao gm 5 chng:
Chng 1: M U
Chng ny trnh by tnh cp thit ca ti, qua nu ln mc tiu m ti
hng n, phm vi nghin cu, ng thi cng nu ln mc gii hn, 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 yu t nh hng n nh s dng
dch v MHTQM.
3

Chng 1. M u
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 MHTQM. Bn cnh , lun vn cng nu ln nhng ng gp ca
ti, cc hn ch v hng nghin cu tip theo.

4

Chng 2. C s l thuyt v m hnh nghin cu
Chng 2. C S L THUYT V M HNH NGHIN CU
Chng 2 trnh by c s l thuyt, m hnh tham kho v cc nghin cu thc
hin trc y. T , a ra m hnh nghin cu cc yu t nh hng n nh
s dng dch v MHTQM.
2.1 TNG QUAN
2.1.1 nh ngha dch v mua hng qua mng
Cc nh ngha mua hng qua mng (online shopping) nh sau:
1. Mua hng qua mng 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 qua mng 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 qua mng 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 qua mng 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 Phng thc thanh ton v giao nhn
nc ngoi, phng thc thanh ton ph bin l th tn dng (credit card), mt
vi h thng cho php ngi tiu dng c to ti khon v tr bng cc loi th
khc nhau nh: th ghi n (debit card), chi phiu (cheque), th qu tng (gift
card),
Cc hnh thc vn chuyn ph bin nh:
- Ti xung (download): s dng ph bin cho cc sn phm s nh phm mm,
nhc, hnh nh,
- Gi hng (shipping): sn phm c chuyn trc tip n a ch ngi tiu dng.
5

- 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.
- 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).
Vit Nam, trong nhng nm qua, mc d internet v thng mi in t c ch
trng, nhng hnh thc thanh ton bng cc th thanh ton qua mng vn cha ph
bin. n cui nm 2008, c 38% website cho php t hng v 3,5% website c
chc nng thanh ton trc tuyn (B thng mi, 2008) nn phn ln hnh thc t
hng sau khi chn c mt hng va trn mng, vn l lin lc bng email,
Yahoo Chat, in thoi n nh phn phi, nh phn phi s vn chuyn sn phm
trc tip n ngi tiu dng. Sau khi kim hng, ngi tiu dng s thanh ton
bng tin mt trc tip. ti ny kho st nhng ngi tiu dng qua mng theo c
hai phng thc thanh ton: bng tin mt trc tip v bng thanh ton qua ti
khon trn mng.
2.1.3 Tnh hnh pht trin ca bn hng qua mng trn th gii
Nu nm 2005 s ngi tham gia mua hng qua mng l 627 triu ngi, th trong
kho st vo thng 2 nm 2008 s ngi tham gia mua hng qua mng tng
khong 40%, vi 875 triu ngi s dng internet tham gia mua hng qua mng
(AcNielsen, 2008). Vi t l s ngi c kho st tng mua hng qua mng nh
bng 2.1.
Bng 2.1: T l ngi tng mua hng qua mng cc khu vc trn th gii
Khu vc Ton
cu
Chu
u
Bc
M
Chu -Thi
Bnh Dng
M
Latin
ng u,Trung
ng Chu Phi
T l ngi
tng mua hng
qua mng
86% 93% 92% 84% 79% 67%
(Ngun: bo co mua hng trc tuyn ton cu 2008 ca Nielsen)
6

Trong mt hng in t tng t 17% trong kho st nm 2005 ln thnh 23%
vo nm 2008, ng v tr th 5 trong s cc mt hng c mua qua mng nhiu
nht.
41%
36%
24% 24%
23%
19% 19%
16% 16%
34%
20%
22%
21%
17%
18%
10%
16%
14%
0%
10%
20%
30%
40%
50%
S
c
h
V
i
d
e
o
/
G
a
m
e
V
y

b
a
y
Nm 2008
Nm 2005

Hnh 2.1 T l mt hng c mua trong 3 thng lin tc trn ton th gii
(Ngun: bo co mua hng trc tuyn ton cu 2008 ca Nielsen)
2.1.4 Tnh hnh pht trin ca bn hng qua mng Vit Nam
Vi u th tit kim thi gian, khng gii hn v tr v gi thnh sn phm thng
thp hn th trng t 3% n 5% (do khng tn nhiu chi ph cho mt bng, nhn
s,), th trng mua bn trc tuyn ti Vit Nam ngy cng tr nn c a
chung hn.
Tr gip cho s si ng ca th trng mua bn qua mng l s gp sc ca nhiu
trang web mua bn, rao vt. Vatgia.com ca cng ty c phn vt gi Vit Nam hin
l trang mua bn online c lng truy cp ng o. Cc cng ty s hu thng
hiu mnh trn internet nh fpt, vinagame, cng ang ro rit gia tng th phn
trong lnh vc mua bn trc tuyn bng vic u t cc knh dnh ring cho mua
bn nh chodientu.vn, 123mua.com.vn,
7

Cng vi s lng trang web mua bn n r, m hnh cc website mua bn cng
khng km phn a dng. a s cc trang web mua bn u u t nghin cu to
cho mnh phong cch ring trnh by sn phm v khai thc doanh thu.
Bn cnh , cng c nhng m hnh ch online Vit Nam kh c o v thu ht
nhiu c dn mng tham gia, l m hnh s dng din n trao i thng tin
mua bn. Cc din n rao vt nh trieudo.com, 5giay.vn, muare.vn, hin thu ht
nhiu ngi truy cp bi kh nng trao i thng tin nhanh ngay trn ch sn
phm gia ngi mua v ngi bn.
S bng n thng tin mua bn trc tuyn, bn cnh nhng yu t tch cc, cn tn
ng nhiu yu t tiu cc nh:
- Phn ng cc website cung cp dch v mua bn trc tuyn ch mang tnh cht
nh mt cu ni gia ngi mua v ngi bn.
- Mt s c nhn, doanh nghip li dng thng hiu uy tn ca cc website mua
bn trc tuyn nhm rao bn sn phm km cht lng hoc la o ngi tiu
dng. S thiu trung thc trong gii thiu sn phm, thiu trung thc trong giao
dch khin ngi tiu dng tr nn e d hn trong vic mua bn sn phm trn mng.
- Ngoi yu t gian ln, d nhn thy vn nn spam thng tin trn cc knh mua bn
trc tuyn ti Vit Nam ngy cng tr nn ph bin.
- Mt s c nhn, doanh nghip cha hiu r v cch thc tip cn khch hng v
khai thc hiu qu truyn thng trc tuyn, nn gia sc ng ti trn ngp thng tin
qung co. V tnh, cc thng tin qung co dy c tr thnh gnh nng cho cc
website thng mi in t ti Vit Nam.
- Ch s hu website phi tiu tn nhiu nhn lc cho vic kim sot thng tin trn
h thng, cc c nhn, doanh nghip li khng th bn c hng do khng to
c s tin cy trong ni dung ng ti, ngi tiu dng e d v lo ngi trc v s
thng tin qung co a chiu (Sn Ngc, Bo Tin Phong, 10/03/2010).
8

2.2 CC M HNH L THUYT LIN QUAN
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.
2.2.1 Thuyt hnh ng hp l (TRA)

Hnh 2.2 Thuyt hnh ng hp l TRA (Ajzen v Fishbein, 1975)
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 dung i vi ca
sn phm. Cn chun ch quan th hin nh hng ca quan h x hi ln c nhn
ngi tiu dng.
2.2.2 Thuyt nhn thc ri ro (TPR)
Trong thuyt nhn thc ri 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
9

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 2.3 Thuyt nhn thc ri ro PRT (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.
- 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.
2.2.3 M hnh chp nhn cng ngh (TAM)
Hnh 2.4 M hnh chp nhn cng ngh TAM (Davis, 1986)
M hnh chp nhn cng ngh TAM (Technology Acceptance Model) (Davis, 1986)
gii thch cc yu t tng qut v s chp nhn my tnh (computer) v hnh vi
ngi s dng my tnh. Trn c s ca thuyt TRA, m hnh TAM kho st mi
10

lin h v tc ng ca cc yu t lin quan: tin tng, thi , nh v hnh vi
trong vic chp nhn cng ngh thng tin ca ngi s dng.
2.2.4 M hnh chp nhn thng mi in t (e-CAM)

Nhn thc tnh
d s dng
Nhn thc
s hu ch
Hnh vi
mua
Nhn thc ri ro lin
quan n giao dch
trc tuyn
Nhn thc ri ro
lin quan n sn
phm dch v
M hnh TAM
hiu chnh
Hnh 2.5 M hnh chp nhn thng mi in t E-CAM (Joongho Ahn, Jinsoo
Park, Dongwon Lee, 2001)
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.
2.2.5 M hnh chp nhn cng ngh hp nht (UTAUT)
M hnh chp nhn cng ngh hp nht (UTAUT - Unified Technology Acceptance
and Use Technology) c Venkatesh v cng s a ra nm 2003. y thc cht
l m hnh hp nht t cc m hnh chp nhn cng ngh trc .
Cc khi nim trong m hnh UTAUT:
- Mong i v thnh tch (Performance Expectancy).
- S mong i v s n lc (Effort Expectancy).
- nh hng x hi (Social Influence).
- iu kin thun tin (Facilitating Conditions).
- nh s dng (Behavior Intention).
11

- Hnh vi s dng (Use Behavior).
- Cc yu t nhn khu: Gii tnh (gender), tui (age), Kinh nghim
(experience) v s tnh nguyn s dng (Voluntariness of Use).
Hnh 2.6 M hnh chp nhn cng ngh hp nht UTAUT
a) Khi nim nh s dng
cp n nh ngi dng s s dng sn phm hay dch v. Trong m hnh
UTAUT ca Venkatesh v cng s a ra nm 2003, nh s dng c nh hng
tch cc n hnh vi s dng.
b) Khi nim mong i v thnh tch
cp n mc ca mt c nhn tin rng nu s dng h thng cng ngh thng
tin s gip h t c li ch trong hiu qu cng vic.
Trong m hnh UTAUT (Venkatesh v cng s, 2003) s mong i v thnh tch
i vi nh s dng chu s tc ng ca gii tnh v tui. C th, i vi nam s
nh hng s mnh hn n, c bit l i vi nam t tui.
c) Khi nim mong i v s n lc
L mc d dng lin quan n vic s dng h thng, sn phm cng ngh thng
tin m ngi s dng cm nhn. N cp n mc ngi s dng tin rng h s
12

khng cn s n lc nhiu v d dng khi s dng h thng hay sn phm cng
ngh thng tin. Ba khi nim trong m hnh trc y c bao hm trong khi
nim ny gm: nhn thc d s dng (TAM/TAM2), s phc tp (MPCU), v d s
dng (IDT). S nh hng ca s mong i v s n lc s mnh hn i vi n v
c bit i vi n t tui v cng mnh hn i vi ngi t kinh nghim s dng.
d) Khi nim nh hng x hi
L mc m ngi s dng nhn thc rng nhng ngi quan trng khc tin rng
h nn s dng h thng mi. nh hng x hi c xem l nhn t quan trng
trc tip nh hng n nh s dng c th hin qua chun ch quan
(subjective norm) trong cc m hnh nh TRA, TAM2, yu t x hi trong MPCU,
v yu t hnh tng trong m hnh IDT.
Theo m hnh UTAUT (Venkatesh v cng s, 2003) nh hng x hi c nh
hng tch cc n nh s dng, v n b tc ng bi cc bin nhn khu l gii
tnh, tui, s tnh nguyn s dng v kinh nghim. C th, s nh hng s ln hn
i vi n, c bit l ngi ln tui, vi iu kin bt but s dng v nhng
ngi t kinh nghim.
e) Khi nim nhng iu kin thun tin
L mc m ngi s dng tin rng c s h tng k thut hoc ca t chc hin
c h tr vic s dng h thng.
Theo m hnh UTAUT (Venkatesh v cng s, 2003), nhng iu kin thun tin
khng c nh hng trc tip n nh s dng m nh hng n hnh vi s
dng tht s, v n b tc ng bi cc bin nhn khu l tui v kinh nghim. C
th, s nh hng s ln hn i vi ngi ln tui v tng theo kinh nghim.
f) Khi nim hnh vi s dng
Khi nim hnh vi s dng th hin hnh vi ngi dng tht s s dng h thng,
sn phm hay dch v.
2.3 CC NGHIN CU THC HIN TRC Y
2.3.1 Cc nghin cu trong nc
13

(1) Kho st mt s yu t tc ng n xu hng s dng thanh ton in t,
ca tc gi L Ngc c, Lun Vn Thc S, 2008
Tc gi L Ngc c (2008) xc nh nhng nhn t tc ng n xu hng s
dng thanh ton in t i vi nhm ngi tng s dng thanh ton in t da
theo m hnh chp nhn thng mi in t E-CAM v thuyt hnh vi nh TPB
bao gm: nhn thc s hu ch, nhn thc tnh d s dng, chun ch quan v nhn
thc kim sot hnh vi. Cn i vi nhm ngi cha s dng thanh ton in t th
ch c 2 nhm yu t: chun ch quan v nhn thc kim sot hnh vi.

Hnh 2.7 M hnh xu hng s dng thanh ton in t (L Ngc c, 2008)
(2) Kho st cc yu t tc ng n s sn sng ca Thng mi in t, ca
tc gi Phm B Huy, Lun Vn Thc S 2004
Tc gi Phm B Huy (2004) xc nh nhng nhn t nh hng n xu hng
thay i thi s dng thng mi in t, da theo m hnh chp nhn s dng
thng mi in t E-CAM gm: cc kin trc ni sinh nh nhn thc s hu ch,
nhn thc tnh d s dng, hnh vi nh, v cc kin trc ngoi sinh nh thit k
giao din, cc iu kin thun tin, nhn thc ri ro lin quan n giao dch trc
tuyn, nhn thc ri ro lin quan n sn phm dch v ( trch dn t Kho st mt
14

s yu t tc ng n xu hng s dng thanh ton in t, ca tc gi L Ngc
c, 2008)
(3) Cc yu t t chc nh hng n sn sng v thc hin thng mi in t
ca doanh nghip, ca tc gi Nguyn Thanh Hng, Lun vn tin s 2009
Tc gi Nguyn Thanh Hng (2009) trong nghin cu ca mnh a ra 2 khi
nim v thc hin thng mi in t n gin v thc hin thng mi in t tinh
vi. Yu t nh hng th trng v sn sng thng mi in t tc ng dng
n vic thc hin thng mi in t n gin. Yu t thc hin thng mi in
t tinh vi s b tc ng bi yu t sn sng thng mi in t v thc hin thng
mi in t n gin. Trong , yu t nh hng hc tp s nh hng n tnh
i mi v nh hng th trng ca doanh nghip. Mc khc, tnh i mi s tc
ng n nhn thc li ch ca doanh nghip. Cc yu t Nhn thc li ch v nh
hng th trng s tc ng n mc sn sng thng mi in t ca doanh
nghip.

Hnh 2.8 M hnh yu t t chc nh hng n sn sng v thc hin thng mi
in t ca doanh nghip (Nguyn Thanh Hng, 2009)

2.3.2 Cc nghin cu ngoi nc
(1) Khung nghin cu s tha mn khch hng trong mua sm qua mng ca
Matthew K O Lee v Christy M K Cheung (2005)
Matthew K O Lee v Christy M K Cheung (2005) da trn m hnh TRA v TPB,
s tha mn khch hng trong mua sm qua mng c tc ng bi 3 yu t chnh
l cht lng thng tin, cht lng h thng v cht lng dch v.
15

Trong chnh xc v ni dung thng tin, hnh thc th hin v vic cp nht
thng xuyn l cc yu t chnh nh hng n cht lng thng tin.
Cht lng h thng c tc ng bi cc khi nim thnh phn: tnh nh
hng,d s dng, thi gian hi p v mc an ton.
Cht lng dch v c th hin qua cc khi nim thnh phn: tnh h tr khch
hng, tnh trch nhim, m bo cht lng v mc chm sc khch hng.
Hnh 2.9 M hnh s tha mn khch hng trong mua sm qua mng (Matthew K O
Lee v Christy M K Cheung, 2005)
(2) Hnh vi ngi tiu dng trong mua hng qua mng ca tc gi Hasslinger
v cc cng s (2007)
Hasslinger v cng s (2007) kho st hnh vi ngi tiu dng thng qua vic
nghin cu hnh vi mua sch qua mng ca sinh vin i hc Kristianstad, Thy
16

in da trn m hnh tin cy i vi khch hng mua sm qua internet ca
Matthew K O Lee (2001). Kt qu nghin cu ch ra 3 khi nim thnh phn: Gi c,
S tin li v S tin cy nh hng tch cc n hnh vi ca ngi tiu dng.

Hnh 2.10 M hnh hnh vi ngi tiu dng trong mua hng qua mng (Hasslinger
v cng s 2007)
(3) Vai tr ca lng tin cy trong hnh vi mua hng qua mng ca ngi tiu
dng: vin cnh ca m hnh TAM ca Tzy-Wen Tang v Wen-Hai Chi (2005)
Tzy-Wen Tang v Wen-Hai Chi (2005) m rng m hnh TAM kho st vai
tr ca lng tin cy trong hnh vi mua hng qua mng ca ngi tiu dng. Bn
cnh yu t Nhn thc s hu ch v Nhn thc tnh d s dng, cc tc gi xut
a vo m hnh TAM yu t lng tin cy. C th l lng tin cy s tc ng tch
cc n thi ca ngi tiu dng trong hnh vi mua hng qua mng.
Hnh 2.11 M hnh lng tin cy trong hnh vi mua hng qua mng ca ngi tiu
dng (Tzy-Wen Tang v Wen-Hai Chi, 2005)
(4) Ngoi cc yu t Hu dng v D s dng: M rng m hnh TAM cho bi
cnh World-Wide-Web ca Moon Ji Won v Kim Young Gul (2001)
17

Moon Ji Won v Kim Young Gul (2001) m rng m hnh TAM trong trng
hp World-Wide-Web. Bn cnh yu t Nhn thc s hu dng v Nhn thc tnh
d s dng, cc tc gi xut yu t Nhn thc s thch th (Perceived
Playfulness) vo m hnh TAM m rng cho trng hp World-Wide-Web.
Hnh 2.12 M hnh m rng m hnh TAM cho World-Wide-Web (Moon Ji Won
v Kim Young Gul, 2001)
(5) Nghin cu s chp nhn s dng dch v chnh ph in t Kuwait p
dng m hnh UTAUT ca Suha A. & Annie M., 2008
- Suha A. & Annie M. (2008) da trn m hnh UTAUT, s chp nhn s dng
dch v chnh ph in t c kho st trn 3 khi nim thnh phn chnh l:
Nhn thc s hu ch, Nhn thc tnh d s dng, nh hng x hi. Ngoi ra cc
yu t nhn khu nh tui, gii tnh, trnh hc vn v kinh nghim s dng
internet cng nh hng tch cc n s chp nhn dch v.
2.3.2 Nhn xt chung v cc nghin cu trc y
Do s khc bit gia phm vi v ni dung ti, cng nh nhng c th v kinh t,
x hi thi im nghin cu m cc nghin cu trc y, bn cnh cc ng gp
mang tnh tham kho cho ti, th chng vn c nhng khong cch nht nh vi
ti nghin cu. Bng tng kt 2.2 s ch ra cc khong cch .
- Cc nghin cu trong nc: khi nghin cu cc yu t nh hng n xu hng s
dng cc sn phm cng ngh thng tin thng s dng cc l thuyt v m hnh
chp nhn cng ngh nh TRA, TPB, TPR, TAM, TAM2, E-CAM,
18

Chng 2. C s l thuyt v m hnh nghin cu Chng 2. C s l thuyt v m hnh nghin cu
19

19

20

20

21

21

V phng php nghin cu: cc nghin cu ny thng s dng phng php hi
quy a bin kim nh mi quan h nhn qu gia bin ph thuc vi bin c
lp.
- Cc nghin cu ngoi nc: khi nghin cu v s chp nhn s dng cc sn
phm cng ngh thng tin cng dng cc m hnh chp nhn cng ngh nh TPR,
TAM,TAM2, E-CAM, UTAUT. Trong , UTAUT l m hnh kh mi c tng
hp t cc m hnh trc .
V phng php nghin cu: cc nghin cu ny thng kh a dng trong phng
php nghin cu c trng hp s dng phng php hi quy a bin, c trng
hp s dng phn tch m hnh cu trc tuyn tnh SEM.
T cc cc l thuyt m hnh chp nhn cng ngh trn, c bit l UTAUT
(Venkatesh v cng s, 2003), s c tin hnh nghin cu thm v t xut
m hnh nghin cu cho ti Nghin cu cc yu t nh hng n nh s
dng dch v MHTQM.
2.4 M HNH NGHIN CU XUT
Trong Nghin cu cc yu t nh hng n nh s dng dch v MHTQM,
tc gi chn m hnh chp nhn cng ngh thng tin hp nht (UTAUT) lm c s
nn tng. Trong tc gi gi li hai yu t quan trng Mong i v s n lc v
nh hng x hi. Trong phm vi kho st ca ti tc gi ch dng li mc
kho st nh s dng dch v mua hng qua mng, nn cc yu t v iu
kin thun li v S dng tht s ca m hnh UTAUT (Venkatesh v cng s,
2003) khng c a vo kho st.
Nghin cu m rng m hnh TAM i vi trng hp World-Wide-Web (Moon
J.W & Kim Y.G, 2001), tc gi chn khi nim nhn thc s thch th (Perceived
Enjoyment).
- Da vo m hnh Cc yu t nh hng n ngi tiu dng trc tuyn
(Hasslinger v cc cng s, 2007) tc gi chn hai yu t Mong i v gi
(Perceived Price) v nhn thc tnh thun tin (Perceived Convenience).
22

- Da vo m hnh chp nhn thng mi in t E-CAM (Joongho Ahn, Jinsoo
Park, Dongwon Lee, 2001), khi nim nhn thc ri ro lin quan n sn phm/dch
v (Perceived risk of use products/services) c a vo m hnh v y l yu t
quan ngi quan trng quyt nh n s chp nhn MHTQM.

Hnh 2.13 M hnh nghin cu xut
Ghi ch:
(1) Cc yu t da trn m hnh Cc yu t nh hng n ngi tiu dng trc
tuyn (Hasslinger v cng s, 2007).
(2) Cc yu t da trn m hnh UTAUT (Venkatesh v cng s, 2003).
(3) Yu t da trn m hnh TAM m rng cho WWW (Moon Ji Won v Kim
Young Gul, 2001).
(4) Yu t da trn m hnh E-CAM (Joongho Ahn, Jinsoo Park, Dongwon Lee,
2001).
- Da vo m hnh chp nhn cng ngh hp nht (UTAUT), nhm cc yu t nhn
khu nh gii tnh, tui c chn. Tc gi thm vo yu t Thu nhp v trong lnh
vc MHTQM thu nhp ca ngi tiu dng cng l mt yu t nhn khu quan
trng tc ng n nh s dng ca h.
M hnh nghin cu xut c s ha nh hnh 2.12.
23

Bng 2.3 Tng hp cc yu t nghin cu
Yu t M t Cc tham kho
Nhn thc v
gi
Gi c ca sn phm trn web so
vi gi cc ca hng l yu t
cn quan tm ca ngi tiu
dng qua mng.
Hasslinger v cng s, 2007
Oded Lowengart v cng s
2001
Nhn thc v
s thun tin
Vic mua hng qua mng s
mang li thun tin cho ngi
tiu dng, h khng cn b gii
hn v thi gian v a im khi
mua sm.
Hasslinger v cng s, 2007

Nhn thc
tnh d s
dng
Kh nng tng tc gia cc
trang web bn hng qua mng
v ngi tiu dng, tnh cht d
dng thao tc khi thc hin tm
kim v giao dch.
Venkatesh v cng s, 2003
Davis v cc cng s, 1992
L Ngc c, 2008
Moon Ji Won v cng s, 2001
Suha A. v cng s, 2008
Dellaert v cng s, 2004
nh hng
x hi
S gii thiu s dng ca bn
b, ngi than ng nghip.
Venkatesh v cng s, 2003
Suha A v cng s, 2008
Cm nhn s
thch th
Cm gic ca ngi dng khi s
dng dch v mua hng qua
mng.
Phm B Huy, 2004
Moon Ji Won v cng s, 2001
Dellaert v cng s, 2004
Nhn thc ri
ro khi s
dng
Cc ri ro pht sinh trong qu
trnh giao dch nh l mt khu,
la o qua mng.
Phm B Huy, 2004
Davis v cc cng s, 1992
Joongho Ahn v cc cng s,
2001

24

2.4.1 Mong i v gi
Gi c l ci m ngi tiu dng phi tr c c sn phm, dch v mong mun.
Mong i v gi l nh gi ca ngi tiu dng v nhng g mnh s nh i vi
chi ph m mnh phi b ra. Ngi tiu dng s cm nhn v gi trn hai phng
din: chi ph bng tin phi b ra v chi ph c hi do phi t b s dng s tin
mua sn phm, dch v khc.
Theo m hnh Cc yu t nh hng n ngi tiu dng trc tuyn, Hasslinger
v cc cng s (2007) cp n vic ngi tiu dng tin rng mua hng qua
mng s gip tit kim tin bc v c th so snh v gi.
Gi thuyt H1: Mong i v gi c tc ng dng (+) ln nh s dng dch
v MHTQM ca ngi tiu dng.
2.4.2 Nhn thc s thun tin:
Hasslinger v cc cng s (2007) cng cp n vic ngi tiu dng nhn
thy rng vic mua hng qua mng gip h tit kim thi gian, gim cng sc v c
th mua sm bt k lc no.
Gi thuyt H2: Nhn thc s thun tin c tc ng dng (+) ln nh s
dng dch v MHTQM ca ngi tiu dng.
2.4.3 Nhn thc tnh d s dng
Khi nim nhn thc tnh d s dng theo m hnh cng ngh TAM ca Davis 1986
v UTAUT cp n vic ngi s dng tin rng vic s dng h thng, sn phm
cng ngh thng tin s khng i hi nhiu s n lc v h s cm thy d dng khi
s dng sn phm. Trong nghin cu ny, nhn thc tnh d s dng th hin ch
ngi s dng cm thy d dng khi lm quen, s dng dch v MHTQM v s d
dng tr thnh mt ngi s dng thnh tho dch v. Do , c th gi thuyt
rng:
Gi thuyt H3: Nhn thc tnh d s dng c tc ng dng (+) ln nh
s dng dch v MHTQM ca ngi tiu dng.
2.4.4 Thnh phn nh hng x hi
25

Khi nim nh hng x hi c nh ngha l mc m ngi s dng nhn
thc rng nhng ngi quan trng khc tin rng h nn s dng h thng mi, sn
phm cng ngh thng tin.
Theo m hnh UTAUT ca Venkatesh v cng s a ra nm 2003, nh hng x
hi c nh hng tch cc n nh s dng. Trong nghin cu ny, s nh hng
x hi c th hin qua vic ngi s dng nhn thc rng nhng ngi xung
quanh nh gia nh, bn b, ng nghip, cp trn hoc cc th ch khc s nh
hng n nh s dng dch v MHTQM ca h. Do , c th a ra gi
thuyt:
Gi thuyt H4: nh hng x hi c tc ng dng (+) ln nh s dng
dch v MHTQM ca ngi tiu dng.
2.4.5 Thnh phn nhn thc s thch th
S thch th cp n phm vi trong vic s dng my vi tnh c cm nhn
thch th trong vic s dng n (Davis v cc cng s, 1992). Nhn thc s thch
th c xem l ng c bn trong trong vic s dng sn phm cng ngh thng
tin. Theo nghin cu ca Teo v cc cng s (1999), nhn thc s thch th c
tng quan thun cht ch vi mc thng xuyn s dng internet v s dng
internet hng ngy. Theo nghin cu ca Moon v Kim (2001), nhn thc s thch
th th hin ba thnh phn: s tp trung, s t m v s thch th. H khm ph ra
rng s thch th l tin ca ng c bn trong ca vic s dng world-wide-
web, v khng nh ng c bn trong c tng quan cht ch vi quyt nh s
dng h thng ng dng internet. Theo kt qu ny, k vng rng nhn thc s
thch th nh hng n s chp nhn s dng dch v MHTQM. T , c th
a ra gi thuyt rng:
Gi thuyt H5: Cm nhn s thch th c tc ng dng (+) ln nh s
2.4.6 Thnh phn nhn thc ri ro lin quan n sn phm dch v
Trong m hnh chp nhn thng mi in t (e-CAM) v thuyt nhn thc ri ro
(TPR), nhn thc ri ro lin quan n sn phm dch v phn nh s lo lng ca
26

ngi tiu dng trong vic s dng sn phm dch v trc tuyn. Cc ri ro khi s
dng dch v MHTQM gm: l thng tin c nhn, mt account, sn phm thc
khng ng nh suy ngh ban u khi xem qua trn mng. T , c th gi thuyt
rng:
Gi thuyt H6: Cm nhn s ri ro khi s dng c tc ng m (-) ln nh
s dng dch v MHTQM ca ngi tiu dng.
2.4.7 Cc yu t nhn khu
Theo nghin cu ca Venkatesh v cc ng s (2003), cc yu t nhn khu nh
gii tnh, tui c tc ng n cc yu t nh hng n nh s dng ca ngi
s dng sn phm dch v cng ngh thng tin. Tc gi thm vo yu t Thu nhp
v trong lnh vc MHTQM thu nhp ca ngi tiu dng cng l mt yu t nhn
khu quan trng tc ng n nh s dng ca h. T , c th hnh thnh gi
thuyt tng qut nh sau:
Gi thuyt H7: Khng c s khc bit v mc tc ng ca cc yu t n
nh s dng dch v MHTQM theo cc yu t nhn khu nh gii tnh,
tui, thu nhp.
2.5 TM TT CHNG 2
Chng 2 gii thiu cc nh ngha v mua hng qua mng cng nh cc phng
thc thanh ton, giao nhn. Kho st tnh hnh mua hng qua mng trn th gii v
Vit Nam. xy dng m hnh nghin cu, tc gi tm hiu t cc m hnh, l
thuyt lin quan nh TRA, TPR, TAM, e-CAM, UTAUT cng nh cc nghin cu
trong v ngoi nc. Da vo cc l thuyt v nghin cu ny, tc gi a ra m
hnh nghin cu cc yu t nh hng n nh s dng dch v MHTQM. M
hnh gm c nm nhm yu t tc ng dng ln nh s dng dch v
MHTQM l: mong i v gi, nhn thc s tin li, nhn thc tnh d s dng,
nh hng x hi v cm nhn s thch th, v mt yu t tc ng m ln nh s
dng l nhn thc ri ro khi s dng.
27

Chng 3. Phng php nghin cu
Chng 3. PHNG PHP NGHIN CU
Chng 3 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.
3.1 THIT K NGHIN CU
ti s c thc hin thng qua 2 giai on: nghin cu nh tnh v nghin
cu nh lng.
Bc Loi nghin cu Phng php K thut
1 S b nh tnh Tho lun tay i
2 Chnh thc nh lng Kho st bng bng cu hi.
S qu trnh nghin cu nh hnh 3.1
3.2 XY DNG THANG O S B
Vic xy dng thang o cho cc khi nim trong m hnh nghin cu cc yu t
nh hng s chp nhn MHTQM c tham kho, k tha v hiu chnh da
trn m hnh chp nhn cng ngh hp nht UTAUT ca Vankatesh (2003), ng
thi cng da trn cc nghin cu sau:
1. Eliasson Malin (2009). Nghin cu v hnh vi mua hng trc tuyn ca ph
n.
2. Hasslinger v cng s (2007). Cc yu t nh hng n ngi tiu dng trc
tuyn.
3. Joongho Ahn, Jinsoo Park & Dongwon Lee (2000). Nghin cu cc yu t nh
hng n s chp nhn thng mi in t E-CAM, Carlson School of
Management, University of Minnesota.
4. Suha A. & Annie M. (2008). S dng m hnh UTAUT trong nghin cu s
chp nhn dch v chnh ph in t Kuwait.
28

Trong nghin cu ny, s dng by khi nim: (1) Mong i v gi, (2) Nhn
thc s thun tin, (3) Nhn thc tnh d s dng, (4) nh hng x hi, (5) Cm
nhn s thch th, (6) Nhn thc ri ro, (7) nh s dng.

Hnh 3.1 S qu trnh nghin cu
29

Cc bin quan st s dng cho cc khi nim ny s c o bng thang o Likert
5 im:
Hon ton khng ng
Khng ng
Trung ha (Bnh thng)
ng
Hon ton ng
(a) Thang o s b mong i v gi
Nhn thc v gi cp n mc ca mt c nhn tin rng nu s dng dch v
MHTQM s gip h c th tit kim tin bc v c th so snh v gi trong mua
sm.
Da theo m hnh Cc yu t nh hng n ngi tiu dng trc tuyn ca
Hasslinger v cc cng s (2007), Nghin cu v hnh vi mua hng trc tuyn
ca ph n ca Eliasson Malin (2009) s dng cc bin quan st o lng khi
nim nhn thc v gi bao gm: (1) Ti thy dch v MHTQM c ch trong
vic tit kim tin bc ca ti; (2) S dng dch v MHTQM gip ti d dng so
snh v gi; (3) S dng dch v MHTQM c th gip ti mua c nhng mn
hng vi gi r nht.
(b) Thang o s b nhn thc s thun tin
Nhn thc s thun tin cp n mc ca mt c nhn tin rng nu s dng
dch v MHTQM s gip h t c li ch trong cng vic v cuc sng. Da
theo m hnh Cc yu t nh hng n ngi tiu dng trc tuyn ca
Hasslinger v cc cng s (2007), s dng cc bin quan st o lng khi nim
nhn thc s thun tin bao gm: (1) Ti thy dch v MHTQM c ch trong
vic tit kim thi gian ca ti; (2) S dng dch v MHTQM gip ti tm thng
tin v sn phm nhanh hn; (3) Ti thy s dng dch v MHTQM gip ti mua
sn phm bt c ni no (4) S dng dch v MHTQM c th gip ti mua
sm bt k lc no.
30

(c) Thang o s b nhn thc tnh d s dng
Nhn thc tnh d s dng c nh ngha l mc cm nhn s d dng lin
quan n vic s dng h thng, sn phm cng ngh thng tin. Da vo m hnh
UTAUT v nghin cu s chp nhn s dng dch v chnh ph in t (Suha A.
& Annie M., 2008), thang o ny phi phn nh c cm nhn vic d dng v
khng h phc tp khi s dng, d dng hc cch s dng v d dng tr thnh
ngi s dng thnh tho. Nghin cu ny xut s dng cc bin quan st o
lng khi nim Nhn thc tnh d s dng gm: (1) Hc cch s dng dch v
MHTQM d dng i vi ti; (2) Ti d dng tm c sn phm m mnh cn
khi s dng dch v MHTQM; (3) Cch thc tng tc gia ti v dch v
MHTQM l r rng v d hiu; (4) S dng dch v MHTQM gip ti d dng
so snh thng s k thut gia cc sn phm.
(d) Thang o s b nh hng x hi
nh hng x hi c nh ngha l mc m ngi s dng nhn thc rng
nhng ngi quan trng xung quanh tin rng h nn s dng dch v MHTQM.
nh hng x hi c xem l nhn t quan trng trc tip nh hng n nh
s dng dch v MHTQM. V vic s dng dch v MHTQM l t nguyn
hon ton, khng c tnh cht bt but, nn thang o s b c dng cho cc bin
quan st nh sau: (1) Gia nh, ngi thn (ba m, anh ch em, h hng) ngh rng
ti nn s dng dch v MHTQM; (2) Bn b, ng nghip, khch hng ca ti
s dng dch v MHTQM v h mi ti s dng dch v MHTQM; (3) T
chc ni ti lm vic, hc tp,ng h ti s dng dch v MHTQM; (4) Nhiu
ngi xung quanh, phin tin truyn thng nhc ti dch v MHTQM nn ti
tham gia v s dng th.
(e) Thang o s b Cm nhn s thch th
Theo nghin cu ca Moon v Kim (2001), Cm nhn s thch th th hin ba thnh
phn: s tp trung, s t m v s thch th.
31

Tham kho nghin cu ca Moon v Kim (2001), s dng thang o s b v cc
bin quan st cho thnh phn Cm nhn s thch th bao gm: (1) S dng Internet
v lt web hng ngy l s thch ca ti; (2) Ti c th vui truy cp vo cc
website c dch v MHTQM; (3) Cch thit k, ni dung thng tin v i tng
tham gia hp vi ti nn ti quan tm v thch s dng dch v MHTQM.
(f) Thang o s b nhn thc s ri ro khi s dng
Trong m hnh chp nhn thng mi in t (e-CAM) v thuyt nhn thc ri ro
(TPR), nhn thc ri ro lin quan n sn phm dch v phn nh s bn khon lo
lng ca ngi tiu dng trong vic s dng sn phm dch v trc tuyn. Cc ri ro
khi s dng dch v MHTQM gm: l thng tin c nhn, mt account, sn phm
thc khng ng nh suy ngh ban u khi xem qua trn mng.
S dng cc bin quan st sau o lng nhn thc s ri ro khi s dng dch v
MHTQM: (1) Ti ngh MHTQM khng c cc tnh nng v hiu qu nh m t;
(2) Ti lo rng thng tin c nhn ca ti s b tit l cho i tc th 3 m ti khng
mong mun; (3) Ti ngi rng v an ton ca vic thanh ton, ti s b mt ti
khon, t dn n mt tin bc; (4) Ti lo rng s dng MHTQM lm mt thi
gian, tin bc nhng khng em li hiu qu.
(g) Thang o s b nh s dng
nh s dng cp n nh ca ngi dng s tip tc s dng hoc s s
dng dch v MHTQM. Da theo m hnh UTAUT, E-CAM, v Nghin cu v
hnh vi mua hng trc tuyn ca ph n (Eliasson Malin v cng s, 2009), s
dng ba bin quan st o lng khi nim nh s dng gm: (1) Ti d nh s
s dng (hoc tip tc s dng) dch v MHTQM trong vi thng ti (3 thng); (2)
Ti cho rng l mnh s s dng (hoc tip tc s dng) MHTQM trong thi gian
ti (3 thng); (3) Ti s gii thiu dch v MHTQM cho ngi khc s dng.
32

3.3 NGHIN CU NH TNH
3.3.1 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 mua hng in t qua mng, 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 MHTQM:
Ch Nguyn Phng Trinh (chuyn vin tm kim nh cung ng, cng ty
Thermtrol Vit Nam).
Ch L Kim Quyn (chuyn vin tm kim nh cung ng cao cp, cng ty
Thermtrol Vit Nam).
Anh Nguyn Trn Thanh Tn (trng phng qun l n hng, cng ty
Thermtrol Vit Nam).
Anh Nguyn Tn Minh Kha (trng phng qun l n hng, cng ty
Thermtrol Vit Nam).
Cc i tng trn l nhng ngi c nhiu kinh nghim trong vic tm kim, mua
cc sn phm in t trn mng cho cng ty Thermtrol.
- i din cho quan im ngi tiu dng cha tng s dng dch v MHTQM:
Anh H Trng Lc (trng chuyn sn xut, cng ty Sonion Vit Nam).
Anh Trng Hong Phng (trng phng sn xut tinh gn, cng ty Nestle
Vit Nam).
Cc i tng trn l nhng ngi c kin thc v mua hng qua mng, nhng cha
tng mua cc sn phm qua mng.
- i din cho quan im ngi thit k cc trang bn hng trc tuyn:
33

Anh L Honh S (trng nhm thit k, cng ty Cybersoft).
i tng kho st l ngi c nhiu kinh nghim trong vic thit k cc trang
website bn hng qua mng.
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 thnh phn nh hng n nh s
dng dch v MHTQM, cc bin quan st cho tng thang o cc thnh phn trong
m hnh. (Bng cu hi phng vn xem ph lc I).
- 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.
3.3.2 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 nh hng n
nh s dng dch v MHTQM.
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.
ng thi, cc i tng tham gia kho st nh tnh cng b sung mt s pht biu
cn thit o lng mt s thnh phn trong m hnh xut.
a) Thang o mong i v gi
Nhn thc v gi khi s dng dch v MHTQM cp n mc tin tng ca
ngi dng vo nhng li ch v gi m dch v MHTQM mang li cho h. Thang
o s b gm 3 bin quan st, sau khi nghin cu nh tnh, b xung thm pht biu:
34

Cc khuyn mi trn cc trang web c dch v MHTQM gip ti tit kim tin
bc
Bng 3.1 Bng pht biu thang o mong i v gi
M bin Pht biu
Price_01
Ti thy gi c ca cc mn hng in t trn mng r hn so vi
gi c ca hng
Price_02 S dng dch v MHTQM gip ti d dng so snh v gi.
Price_03
S dng dch v MHTQM c th gip ti tit kim c chi ph
i li xem hng
Price_04
Cc khuyn mi trn cc trang web c dch v MHTQM gip ti
tit kim tin bc

b) Thang o nhn thc s thun tin:
Mong i s thun tin khi s dng dch v MHTQM cp n s tin li khi s
dng dch v MHTQM so vi vic mua hng in t ca hng. Thang o Nhn
thc s thun tin ban u c 4 bin quan st. Thang o ny khng c g thay i
so vi ban u:
Bng 3.2 Bng thang o nhn thc s thun tin
M bin Pht biu
Conve_05
Ti thy dch v MHTQM c ch trong vic tit kim thi gian
ca ti
Conve_06
Ti thy s dng dch v MHTQM gip ti tm thng tin v
sn phm mt cch nhanh chng
Conve_07
Ti thy s dng dch v MHTQM gip ti mua sn phm
bt c ni no
Conve_08
Ti thy s dng dch v MHTQM gip ti c th mua sm bt
k lc no

c) Thang o nhn thc tnh d s dng:
35

Nhn thc tnh d s dng dch v MHTQM cp n cm nhn vic d dng,
d hiu khi s dng, d dng tr thnh ngi s dng thnh tho. Thang o s b
nhn thc tnh d s dng ban u c 4 bin quan st. Qua nghin cu nh tnh
loi b bin Hc cch s dng dch v MHTQM d dng i vi ti v c
thay th bng bin Th tc ng k, mua sm v thanh ton ca dch v
MHTQM kh n gin i vi ti. Chnh sa bin Cch thc tng tc gia ti
v dch v MHTQM l r rng v d hiu thnh Cc chc nng trong cc
website MHTQM l r rng v d hiu.
Bng 3.3 Bng pht biu thang o nhn thc tnh d s dng
M bin Pht biu
PEasy_09
Th tc ng k, mua sm v thanh ton ca dch v MHTQM
kh n gin i vi ti.
PEasy_10
Ti d dng tm c sn phm m mnh cn khi s dng dch v
MHTQM.
PEasy_11 Cc chc nng trong cc website MHTQM l r rng v d hiu.
PEasy_12
S dng dch v MHTQM gip ti d dng so snh thng s k
thut gia cc sn phm.

d) Thang o nh hng x hi
nh hng x hi phn nh nhng nh hng, tc ng t pha nhng ngi xung
quanh trong vic khuyn khch, ng h ngi dng s dng dch v MHTQM.
Thang o s b nh hng x hi ban u gm 4 bin quan st. Thang o ny
khng c g thay i so vi ban u:
Bng 3.4 Bng pht biu thang o nh hng x hi
M bin Pht biu
SoInf_13
Gia nh (ba m, anh ch em, h hng) ngh rng ti nn s dng
MHTQM.
SoInf_14
Bn b, ng nghip, khch hng ca ti s dng dch v
MHTQM v h gii thiu cho ti s dng n.
36

SoInf_15
T chc ni ti lm vic, hc tp v sinh hot cng ng ng h
ti s dng dch v MHTQM.
SoInf_16
Phng tin truyn thng thng nhc ti MHTQM nn ti
tham gia v s dng th.

e) Thang o cm nhn s thch th:
Cm nhn s thch th khi s dng dch v MHTQM cp n s th v, ham
thch khi s dng dch v MHTQM. Thang o s b cm nhn s thch th ban
u gm 4 bin. Qua nghin cu nh tnh loi b pht biu: S dng Internet
lt web hng ngy l s thch ca ti v n khng tp trung vo trng im s
thch th ca ngi s dng dch v MHTQM, v c thay th bng pht biu
Ti thch vo cc website c dch v MHTQM tm cc mn hng him.
Chnh sa pht biu Cch thit k, ni dung thng tin v i tng tham gia hp
vi ti nn ti quan tm v thch s dng dch v MHTQM cho ngn gn, trnh
rm r thnh Ti thch cch thit k, trnh by trn cc trang website c dch v
MHTQM. Thm vo pht biu Cc thng tin khuyn mi trn cc website c
dch v MHTQM rt cun ht ti v ngi tiu dng thng b li cun bi cc
chng trnh khuyn mi trn mng.
Bng 3.5 Bng pht biu thang o cm nhn s thch th
M bin Pht biu
Enjoy_17 Ti c th vui truy cp vo cc website c dch v MHTQM.
Enjoy_18
Ti thch vo cc website c dch v MHTQM tm cc mn
hng him.
Enjoy_19
Ti thch cch thit k, trnh by trn cc trang website c dch
v MHTQM.
Enjoy_20
Cc thng tin khuyn mi trn cc website c dch v MHTQM
rt cun ht ti.

f) Thang o nhn thc ri ro khi s dng
37

Nhn thc ri lo lin quan n s dng dch v MHTQM cp n mc lo
lng, quan ngi m ngi s dng cm thy khi s dng dch v MHTQM.
Nghin cu nh tnh gip hiu chnh cc t ng ngi c kho st d hiu m
khng c thm hay bt pht biu no. Sau khi hiu chnh, thang o nhn thc s ri
ro khi s dng nh sau:
Bng 3.6 Bng pht biu thang o nhn thc s ri ro
M bin Pht biu
PRisk_21
Ti e rng MHTQM khng c cc tnh nng v hiu qu nh
c qung co.
PRisk_22
Ti lo rng thng tin c nhn ca ti s b tit l cho i tc th 3
m ti khng mong mun.
PRisk_23
Ti lo ngi rng v an ton ca vic thanh ton, ti s b mt
ti khon, t dn n mt tin bc.
PRisk_24
Ti lo rng s dng MHTQM lm mt thi gian, tin bc ca h
nhng khng em li hiu qu.
g) Thang o nh s dng
nh s dng cp n nh ca ngi dng s tip tc s dng hoc s s
dng dch v MHTQM, b sung thm mt bin quan st l: Ti s (hoc s tip
tc) tm hiu cch s dng MHTQM. Cui cng, thang o d nh s dng nh
sau:
Bng 3.7 Bng pht biu thang o nh s dng
M bin Pht biu
Inten_25
Ti d nh s s dng (hoc tip tc s dng) MHTQM trong
thi gian ti.
Inten_26
Ti cho rng l mnh s s dng (hoc tip tc s dng)
MHTQM trong thi gian ti.
Inten_27
Ti s tm hiu s dng thnh tho MHTQM trong thi gian
ti.
Inten_28 Ti s gii thiu cho nhiu ngi cng s dng MHTQM.
38

3.3.3 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.
- Thm vo 5 bin quan st, loi b 2 bin quan st, hiu chnh t ng cho 2 bin
quan st.
- Cui cng m hnh Nghin cu cc yu t tc ng n nh s dng dch v
MHTQM s dng 6 khi nim thnh phn c tc ng n nh s dng, v c
tng cng 28 bin quan st trong m hnh ny.
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.
3.4.1 Thit k mu
Mu s c chn theo phng php thun tin, mt trong cc hnh thc chn mu
phi xc sut. Kch thc mu cn thit ph thuc vo k thut phn tch d liu
c s dng, yu t ti chnh v kh nng tip cn i tng thm d (Malhotra,
1999, dn theo Nguyn Thanh Hng, 2009). Da vo l thuyt phn phi mu ln,
phng php phn tch cu trc tuyn tnh i hi kch thc mu ln c c
c lng tin cy (Joreskog v Sorborn, 1996, dn theo Nguyn Thanh Hng, 2009).
Tuy nhin, kch thc bao nhiu l ph hp th hin nay cha c xc nh r rng.
Nu s dng phng php c lng Maximum Likelihood th kch thc mu ti
thiu t 100 n 150, cng c nh nghin cu cho rng kch thc mu ti hn phi
l 200 (Nguyn nh Th v Nguyn Th Mai Trang, 2007; Hair v cng s, 1998).
Cng c nghin cu cho rng, s mu t nht phi gp 5 ln s bin quan st (Phm
c K, 2005).
39

Nghin cu ny d kin s ly mu vi kch thc 500 mu cho 28 bin quan st.
Kch thc mu ny s l c s chun b s lng bng cu hi s pht i.
3.4.2 Thu thp d liu
Vic thu thp d liu c thc hin thng qua phng vn bng bng cu hi. 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 v gi a ch 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.
a im nghin cu: TP H Ch Minh v cc tnh ln cn.
Thi gian: T 01/04/2010 ~ 15/06/2010.
3.4.3 Phn tch d liu
Trnh t tin hnh phn tch d liu c thc hin nh sau:
- Bc 1 Chun b thng tin: thu nhn bng tr li, tin hnh lm sch thng tin,
m ha cc thng tin cn thit trong bng tr li, nhp liu v phn tch d liu
bng phn mm SPSS 16.0.
- Bc 2 Thng k: tin hnh thng k m t d liu thu thp c.
- Bc 3 nh gi tin cy: tin hnh nh gi thang o bng phn tch
Cronbach Alpha
- Bc 4 Phn tch nhn t khm ph: phn tch thang o bng phn tch nhn t
khm ph EFA (Exploratory Factor Analysis).
- Bc 5 Phn tch hi quy a bin: thc hin phn tch hi quy a bin v kim
nh cc gi thuyt ca m hnh vi mc ngha l 5%.
Phn tch d liu da trn cc bin nhn khu phn tch s khc bit gia cc
nhm sau: Nam v N; Thu nhp cao v Thu nhp thp; Tr tui v Ln tui.
3.4.3.1 nh gi tin cy thang o
tin cy ca thang o c nh gi bng phng php nht qun ni ti qua h
s Cronbach Alpha. H s Cronbach Alpha cng ln th tin cy nht qun ni ti
40

cng cao. S dng phng php h s tin cy Cronbach Alpha trc khi phn tch
nhn t khm ph EFA loi cc bin khng ph hp v cc bin ny c th to ra
cc yu t gi (Nguyn nh Th v Nguyn Th Mai Trang, 2007).
H s tin cy Cronbach Alpha ch cho bit cc bin o lng c lin kt vi nhau
hay khng nhng khng cho bit bin no cn loi b i v bin no cn gi li. Do
, kt hp s dng h s tng quan bin - tng loi ra nhng bin khng ng
gp nhiu cho khi nim cn o (Hong Trng v Chu Nguyn Mng Ngc, 2005).
Cc tiu ch s dng khi thc hin nh gi tin cy thang o gm:
H s tin cy Cronbach Alpha: ln hn 0.8 l thang o lng tt; t 0.7 n
0.8 l s dng c; t 0.6 tr ln l c th s dng trong trng hp khi nim
nghin cu l mi hoc l mi trong hon cnh nghin cu (Nunnally, 1978;
Peterson, 1994; Slater, 1995; dn theo Hong Trng v Chu Nguyn Mng Ngc,
2005). Trong nghin cu ny, tc gi chn thang o c tin cy Cronbach Alpha
ln hn 0.7.
H s tng quan bin - tng: cc bin quan st c tng quan bin-tng
nh (nh hn 0.3) c xem l bin rc th s c loi ra v thang o c chp
nhn khi h s tin cy Cronbach Alpha t yu cu.
3.4.3.2 Phn tch nhn t khm ph EFA
Phn tch nhn t c dng tm tt d liu v rt gn tp hp cc yu t quan
st thnh nhng yu t chnh dng trong cc phn tch, kim nh tip theo (gi l
cc nhn t). Cc nhn t c rt gn ny s c ngha hn nhng vn cha ng
hu ht ni dung thng tin ca tp bin quan st ban u. Phn tch nhn t khm
ph c dng kim nh gi tr khi nim ca thang o.
Cch thc hin v tiu ch nh gi trong phn tch nhn t khm ph EFA:
Phng php: i vi thang o a hng, s dng phng php trch yu t
l Principal Axis Factoring vi php quay Promax v im dng khi trch cc yu t
EigenValue ln hn hoc bng 1. Phng php ny c cho rng s phn nh d
liu tt hn khi dng principal components vi php quay Varimax (Nguyn nh
Th v Nguyn Th Mai Trang, 2007). i vi thang n hng th s dng phng
41

php trch yu t Principal Components. Thang o chp nhn c khi tng phng
sai trch c bng hoc ln hn 50% (Nguyn nh Th v Nguyn Th Mai Trang,
2007).
Tiu chun: H s ti nhn t phi ln hn hoc bng 0.5 m bo mc
ngha thit thc ca EFA. Cc mc gi tr ca h s ti nhn t: ln hn 0.3 l mc
ti thiu chp nhn c; ln hn 0.4 l quan trng; ln hn 0.5 l c ngha thc
tin. Tiu chun chn mc gi tr h s ti nhn t: c mu t nht l 350 th c th
chn h s ti nhn t ln hn 0.3; nu c mu khong 100 th nn chn h s ti
nhn t ln hn 0.55; nu c mu khong 50 th h s ti nhn t phi ln hn 0.75
(Hair, 1998; dn theo L Ngc c, 2008).
T c s l thuyt trn, m hnh Nghin cu cc yu t nh hng n nh s
dng dch v MHTQM s dng 28 bin quan st s dng phn tch nhn t EFA
theo cc bc sau:
i vi cc bin quan st o lng 6 khi nim thnh phn v khi nim
nh s dng dch v MHTQM u l cc thang o n hng nn s dng
phng php trch nhn t Principal Components vi php quay Varimax v im
dng khi trch cc yu t c EigenValues > 1.
Sau tin hnh thc hin kim nh cc yu cu lin quan gm:
Kim nh Barlett: cc bin quan st c tng quan vi nhau trong tng th.
Xem xt tr s KMO: nu KMO trong khong t 0.5 n 1 th phn tch nhn
t l thch hp vi d liu; ngc li, KMO nh hn 0.5 th phn tch nhn t c kh
nng khng thch hp vi cc d liu (Hong Trng & Chu Nguyn Mng Ngc,
2005).
phn tch EFA c gi tr thc tin; tin hnh loi cc bin quan st c h s
ti nhn t nh hn 0.5.
Xem li thng s Eigenvalues (i din cho phn bin thin c gii tch bi
mi nhn t) c gi tr ln hn 1.
Xem xt tng phng sai trch (yu cu ln hn hoc bng 50%: cho bit cc
nhn t c trch gii thch % s bin thin ca cc bin quan st.
42

3.4.3 Phn tch hi quy a bin
a) Phn tch tng quan
Cc thang o c nh gi t yu cu c a vo phn tch tng quan Pearson
(v cc bin c o bng thang o khong) v phn tch hi quy kim nh cc
gi thuyt. Phn tch tng quan Pearson c thc hin gia bin ph thuc v cc
bin c lp nhm khng nh c mi quan h tuyn tnh gia bin ph thuc v cc
bin c lp, khi vic s dng phn tch hi quy tuyn tnh l ph hp. Gi tr
tuyt i ca Pearson cng gn n 1 th hai bin ny c mi tng quan tuyn tnh
cng cht ch. ng thi cng cn phn tch tng quan gia cc bin c lp vi
nhau nhm pht hin nhng mi tng quan cht ch gia cc bin c lp. V
nhng tng quan nh vy c th nh hng ln n kt qu ca phn tch hi quy
nh gy ra hin tng a cng tuyn (Hong Trng v Chu Nguyn Mng Ngc,
2005).
b) Phn tch hi quy a bin
Sau khi kt lun hai bin c mi quan h tuyn tnh vi nhau th c th m hnh ha
mi quan h nhn qu ny bng hi quy tuyn tnh (Hong Trng v Chu Nguyn
Mng Ngc, 2005).
Nghin cu thc hin hi quy a bin theo phng php Enter: tt c cc bin c
a vo mt ln v xem xt cc kt qu thng k lin quan.
Kim nh gi thuyt:
Qu trnh kim nh gi thuyt c thc hin theo cc bc sau:
- nh gi ph hp ca m hnh hi quy a bin thng qua R
2
v R
2
hiu
chnh.
- Kim nh gi thuyt v ph hp ca m hnh.
- Kim nh gi thuyt v ngha ca h s hi quy tng thnh phn.
- Kim nh gi thuyt v phn phi chun ca phn d: da theo biu tn
s ca phn d chun ha; xem gi tr trung bnh bng 0 v lch chun bng 1.
- Kim tra gi nh v hin tng a cng tuyn thng qua gi tr ca dung sai
(Tolerance) hoc h s phng i phng sai VIF (Variance Inflation Factor). Nu
43

VIF > 10 th c hin tng a cng tuyn (Hong Trng v Chu Nguyn Mng
Ngc, 2005; dn theo Nguyn Ngc c, 2008).
- Xc nh mc nh hng ca cc yu t tc ng nh s dng dch
v MHTQM: h s beta ca yu t no cng ln th c th nhn xt yu t c
mc nh hng cao hn cc yu t khc trong m hnh nghin cu.
3.5 TM TT CHNG 3
Chng 3 trnh by chi tit phng php thc hin nghin cu. Qu trnh nghin
cu c thc hin qua hai bc chnh l nghin cu s b v nghin cu chnh
thc. Nghin cu s b s dng phng php nh tnh thng qua k thut tho lun
tay i gia ngi nghin cu v i tng tham gia nghin cu. Kt qu nghin
cu nh tnh gip chnh sa m hnh tr thnh c 28 bin quan st o lng 6 khi
nim trong m hnh. Nghin cu chnh thc c thc hin bng phng php nh
lng thng qua phng vn bng bng cu hi. Chng 3 cng trnh by cc phn
lin quan n qu trnh nghin cu nh lng nh: xy dng bng cu hi phng
vn, thit k mu, thu thp d liu, gii thiu k thut v yu cu cho vic phn tch
d liu.
44

Chng 4. Kt qu nghin cu
CHNG 4. KT QU NGHIN CU
Chng 4 s trnh by v kt qu thc hin nghin cu 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.
4.1 C IM MU KHO ST
Mu c thu thp theo phng php thun tin di hnh thc bng cu hi kho
st. Sau khi loi b bng cu hi c tr li khng hp l (do thiu cc thng tin
quan trng hoc c tui nh hn iu kin kho st ), cn li 467 bng cu hi
hp l c a vo phn tch nh lng.
Bng 4.1 Hnh thc thu thp d liu
Hnh thc thu thp d liu S lng pht
hnh
S lng
phn hi
T l hi
p
S lng
hp l
In v pht bng cu hi
trc tip
500 382 76.40% 351
ng trc tuyn trn
website, gi tin nhn trn
Skype, Yahoo Messenger
mi kho st trc tuyn
200 121 60.50% 116
Tng cng 700 503 71.86% 467
4.1.1 Thng tin nhn bit vic s dng dch v MHTQM
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 chodientu.vn (68.09%), 123mua.com.vn (59.10%),
5giay.vn (51.61%) v amazon.com (51.18%).
45

Bng 4.2 T l nhn bit cc trang web bn hng trc tuyn ph bin
Tn trang bn hng trc tuyn S lng T l (%)
ebay.vn 412 88.22%
chodientu.vn 318 68.09%
123mua.com.vn 276 59.10%
5giay.vn 241 51.61%
amazon.com 239 51.18%
megabuy.vn 145 31.05%
Nhn xt: 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 123mua.com.vn, chodientu.vn,
5giay.vn cng ang dn c nhiu ngi tiu dng bit n. Vi s lin doanh
gia Ebay.vn v chodientu.vn t nm 2009, trang chodientu.vn c nhiu ngi
tiu dng s dng hn.
b) Thi gian truy cp vo MHTQM:
Trong s 467 i tng kho st, c 46 i tng (9.85%) cha tng s dng
MHTQM mc d h bit v MHTQM. Phn ln i tng quan st thng truy
cp vo cc site MHTQM trung bnh t 10-30 pht l 61.46% v t trn 30 pht l
16.27%.
Bng 4.3 Thi gian trung bnh mt ln truy cp MHTQM
Thi gian truy cp S lng T l (%)
Cha s dng 46 9.85%
Di 10 pht 58 12.42%
T 10-30 pht 287 61.46%
Trn 30 pht 76 16.27%
c) Tn sut truy cp vo MHTQM
46

Trong s 467 i tng quan st, c 46 i tng (chim 9.85%) i tng cha s
dng dch v MHTQM, 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 4.4 Tn sut truy cp cc trang web bn hng in t qua mng
S ln truy cp/thng S lng T l (%)
Cha s dng 46 9.85%
T 1-2 ln 161 34.48%
T 3-5 ln 117 25.05%
T 6-10 ln 59 12.63%
Trn 10 ln 84 17.99%
d) Thng k thi quen s dng Internet
Trong s 467 i tng quan st, nhiu nht l s i tng s dng Internet trn t
trn 7 nm (chim 42.40%). V t nht l i tng s dng Internet di 3 nm
(chim 0.21%).
Bng 4.5 Thng k kinh nghim s dng Internet
Kinh nghim s dng Internet S lng T l (%)
Di 3 nm 1 0.21%
T 3-5 nm 86 18.42%
T 5-7 nm 182 38.97%
Trn 7 nm 198 42.40%
4.1.2 Thng tin thuc tnh i tng nghin cu
a) T l gii tnh ca mu quan st:
Qua thng k trong mu quan st c s lng n gii s dng MHTQM nhiu hn
s nam gii, c th: nam chim 44.97% v n chim 55.03%.
47

Bng 4.6 Thng k mu theo gii tnh
Gii tnh S lng T l (%)
Nam 210 44.97%
N 257 55.03%
b) tui ca mu quan st:
Loi cc i tng c tui di 22, phn b nhiu nht nhm tui t 25-27
(chim 44.54%), tui t 31 n 40 chim 26.98%, tui t 28 - 30 chim
19.20%, thp nht l nhm tui t 22-25 v trn 40 (chim t l ln lt l 5.78% v
4.50%).
Bng 4.7 Thng k mu theo nhm tui
Nhm tui S lng T l (%)
T 22-24 tui 27 5.78%
T 25-27 tui 208 44.54%
T 28-30 tui 85 18.20%
T 31-40 tui 126 26.98%
Trn 40 tui 21 4.50%
Nhn xt mu kho st: i tng kho st l thnh phn tr tui, tp trung trong
khong t 25-27 tui. Hu ht u c kinh nghim s dng Internet, c kin thc v
dch v MHTQM.
4.2 NH GI TIN CY CA THANG O
4.2.1 Tiu chun nh gi
Phn tch Cronbachs Alpha l mt php kim nh thng k v mc cht ch m
cc mc hi trong thang o tng quan vi nhau. y l phn tch cn thit cho
thang o phn nh, n c dng loi cc bin khng ph hp trc khi phn
tch nhn t khm ph EFA. Thang o chp nhn c khi c tr s Cronbachs
Alpha t 0.6 cho mc ch nghin cu khm ph (Nunnally v Burnstein, 1994).
48

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 cc bin vi cc bin khc trong cng mt nhm cng cao. H s tng
quan bin tng phi ln hn 0.3. Cc bin c h s tng quan bin tng nh
hn 0.3 c xem l bin rc v b loi khi thang o (Nunnally v Burnstein, 1994).
4.2.2 Kt qu phn tch Crombach Alpha
Bng 4.8 Kt qu phn tch Cronbachs Alpha
Yu
t
Bin quan st Gi tr trung
bnh
lch
chun
Tng quan
bin tng
Crombach Alpha
nu bin b loi
Price_01 3.52 0.920 0.681 0.731
Price_02 3.94 0.892 0.542 0.799
Price_03 3.57 0.832 0.662 0.743
Price_04 3.49 0.868 0.620 0.761
M
o
n
g

i

v

g
i

H s Crombach Alpha ca yu t: 0.808
Conve_05 3.26 1.127 0.531 0.762
Conve_06 3.45 1.035 0.718 0.654
Conve_07 3.91 .843 0.478 0.778
Conve_08 3.56 1.027 0.638 0.699
N
h
n

t
h
c

s

t
h
u
n

t
i
n

PEasy_09 3.14 1.025 0.594 0.715
PEasy_10 2.82 1.098 0.587 0.716
PEasy_11 3.21 1.244 0.531 0.748
PEasy_12 3.15 1.185 0.610 0.703
N
h
n

t
h
c

t
n
h

d
n
g

H s Crombach Alpha ca yu t: .774
SoInf_13 3.16 1.224 0.720 0.745
n
h

h
n
g

SoInf_14 3.10 1.170 0.714 0.748
49

SoInf_15 3.47 1.081 0.594 0.803
SoInf_16 3.33 1.100 0.574 0.812

Enjoy_17 3.79 .990 0.735 0.823
Enjoy_18 3.71 .926 0.743 0.821
Enjoy_19 3.71 1.030 0.793 0.797
Enjoy_20 3.54 1.090 0.614 0.875
C
m

n
h
n

s

t
h
c
h

t
h

PRisk_21 2.81 1.186 0.706 0.738
PRisk_22 2.67 1.357 0.755 0.706
PRisk_23 2.70 1.346 0.721 0.724
PRisk_24 2.96 1.283 0.390 0.874
N
h
n

t
h
c

s
i

r
o

Inten_25 3.46 0.818 0.606 0.779
Inten_26 3.39 0.819 0.696 0.737
Inten_27 3.55 0.869 0.677 0.745
Inten_28 3.51 0.803 0.558 0.800
n
h

s
n
g

Nhn xt:
Cc khi nim thnh phn u c h s Crombach Alpha ln hn 0.6. Trong thp
nht l khi nim thnh phn Nhn thc tnh d s dng vi h s Crombach Alpha
l 0.774 v cao nht l khi nim thnh phn Cm nhn s thch th (0.867). iu
ny cho thy cc bin c mi lin h cht ch vi nhau trong cng khi nim thnh
phn.
H s tng quan bin-tng ca cc bin u ln hn 0.3, phn b t 0.390 n
0.793, nn chp nhn cc tt c cc bin. Cc bin ny s c a vo phn tch
nhn t khm ph EFA.
50

4.3 PHN TCH NHN T KHM PH EFA
Cc thang o khi nim trong m hnh t yu cu trong nh gi tin cy s c
tin hnh s dng trong phn tch nhn t khm ph EFA.
4.3.1 Tiu chun nh gi:
Nghin cu ny s dng phng php trch yu t Principal component vi php
quay Varimax v im dng khi trch cc yu t c EigenValues ln hn hoc bng
1 i vi 24 bin quan st o lng.
Thc hin cc phn tch:
- Kim nh Gi thuyt cc bin quan st c tng quan vi nhau trong tng th da
vo h s KMO v kim nh Barlett. Phn tch nhn t l thch hp khi h s KMO
>0.5 v mc ngha Barlett < 0.05 (Hair v cng s, 2006).
- Tin hnh loi cc bin quan st c h s ti nhn t < 0.5 (Hair v cng s, 2006).
- Chn cc nhn t c gi tr Eigenvalues > 1 v tng phng sai trch c > 50%
(Gerbing v Anderson, 1988).
4.3.2 Kt qu phn tch
Phn tch EFA ln th nht:
Kt qu phn tch EFA ln 1 nh bng ph lc III.3.1.
kt qu phn tch EFA ln 1, loi bin SoInf_16 v PRisk_24 v c h s ti nhn
t < 0.5.
Tin hnh phn tch EFA ln 2 vi 26 bin cn li.
Phn tch EFA ln th hai:
Kt qu phn tch EFA ln 2 nh bng ph lc III.3.2.
Gi thuyt H0: Cc bin quan st khng c s tng quan nhau trong tng
th.
51

Kim nh Barlett: Sig=0.000 < 5%: Bc b H0, cc bin quan st trong phn tch
EFA l c tng quan nhau trong tng th.
H s KMO= 0.833 > 0.5: phn tch nhn t l cn thit cho d liu phn tch.
C 6 nhn t c trch t phn tch EFA vi:
- Gi tr Eigenvalues ca cc nhn t u > 1: t yu cu.
- Cc bin quan st c h s ti > 0.5: t yu cu
- Gi tr tng phng sai trch = 69.364% (> 50%): phn tch nhn t EFA t yu
cu. C th ni rng 6 nhn t c trch ny gii thch 69.364% bin thin ca d
liu.
Bng 4.9 Bng lit k h s ti nhn t phn tch EFA ln th 2
Rotated Component Matrix
a

Component
Tn bin
M ha 1 2 3 4 5 6 7
So thich-thich thiet ke web
Enjoy_19
.847

So thich-So thich cua toi
Enjoy_18
.816

So thich - tim hang hieu
Enjoy_17
.810

So thich-khuyen mai thu hut
Enjoy_19
.604

Gia-re hon o cua hang
Price_01
.842

Gia-tiet kiem chi phi di lai
Price_03
.794

Gia-tiet kiem tien do khuyen
mai
Price_04
.754

Gia-de so sanh gia
Price_02
.736

Y dinh- du dinh sd trong tg toi
Inten_26
.774

Y dinh-se su dung trong tg toi
Inten_25
.750

Y dinh-se sd thanh thao
Inten_27
.730

Y dinh- se gt cho nhieu nguoi
sd
Inten_28
.658

Tien loi-tim thong tin nhanh
chong
Conve_06
.811

52

a

Component
Tn bin
M ha 1 2 3 4 5 6 7
Tien loi-mua sam bat cu khi
nao
Conve_07
.738

Tien loi-mua sam bat cu luc
nao
Conve_08
.664

Tien loi-Tiet kiem thoi gian
Conve_05
.596

De dang-chuc nang de hieu
PEasy_12
.778

De dang-de so sanh dac tinh
sp
PEasy_11
.722

De dang-de tim san pham
PEasy_10
.680

De dang-de dang dang ky
PEasy_09
.658

Rui ro-mat thong tin ca nhan
PRisk_22
.944

Rui ro-an toan thanh toan
PRisk_23
.934

Rui ro-khong nhu quang cao
PRisk_21
.750

Xa hoi-nguoi than khuyen khich
SoInf_13

.794
Xa hoi-Dong nghiep khuyen
khich
SoInf_14

.758
Xa hoi-cong ty khuyen khich SoInf_15

.653
Extraction Method: Principal Component Analysis. Rotation
Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

Kt qu phn tch nhn t EFA ln th 2 cho thy, c 7 nhn t c trch ra, cc
nhn t ny tng ng vi 6 khi nim c lp ban u l (1) Cm nhn s thch
th; (2) Mong i v gi; (3) Nhn thc s d s dng; (4) nh hng x hi; (5)
Nhn thc s ri ro khi s dng; (6) Nhn thc s tin li, v 1 khi nim ph thuc
l nh s dng. Kt qu phn tch nhn t cho thy nhm bin quan st ca cc
nhn t ny c h s ti nhn t tt (t 0.596 tr ln) v h s Cronbachs Alpha ca
53

cc nhn t u ln hn 0.7. Do m hnh sau khi hiu chnh vn s bao gm 6
nhn t khi nim thnh phn nh m hnh xut ban u.
4.4 M HNH NGHIN CU SAU KHI NH GI THANG O
T cc kt qu phn tch trn, khng c s thay i trong cc thnh phn nh
hng n nh s dng dch v MHTQM. M hnh nghin cu s gi nguyn
m hnh xut ban u gm: 6 bin c lp l cc bin thnh phn tc ng n
nh s dng dch v MHTQM v 1 bin ph thuc l nh s dng.
Bng 4.10 Bng tm tt gi thuyt trong m hnh nghin cu
Gi thuyt Ni dung
H1 Mong i v gi c tc ng dng (+) ln nh s dng dch v
MHTQM ca ngi tiu dng
H2 Nhn thc s thun tin c tc ng dng (+) ln nh s dng
dch v MHTQM ca ngi tiu dng
H3 Nhn thc s d s dng c tc ng dng (+) ln nh s dng
dch v MHTQM ca ngi tiu dng
H4 nh hng x hi c tc ng dng (+) ln nh s dng dch v
MHTQM ca ngi tiu dng
H5 Cm nhn s thch th c tc ng dng (+) ln nh s dng dch
v MHTQM ca ngi tiu dng
H6 Nhn thc s ri ro khi s dng c tc ng m (-) ln nh s
4.5 KIM NH M HNH NGHIN CU V CC GI THUYT
4.5.1 Phn tch tng quan
54

Phn tch tng quan c thc hin gia bin ph thuc l nh s dng
(INTEN) v cc bin c lp nh: Mong i v gi (PRICE), Nhn thc s tin li
(CONVE), Nhn thc s d s dng (PEASY) Cm nhn s thch th (ENJOY),
nh hng x hi (SOINF), Nhn thc s ri ro khi s dng (PRISK). ng thi
cng phn tch tng quan gia cc bin c lp vi nhau nhm pht hin nhng
mi tng quan cht ch gia cc bin c lp. V nhng tng quan nh vy c th
nh hng ln n kt qu ca phn tch hi quy nh gy ra hin tng a cng
tuyn.
Kt qu phn tch tng quan Pearson nh bn di
Bng 4.11 Kt qu phn tch tng quan Pearson

Correlations

INTEN PRICE CONVE PEASY SOINF ENJOY PRISK
Pearson Correlation 1.000 .237
**
.393
**
.435
**
.454
**
.389
**
-.276
**
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
INTEN
N 467.000 467 467 467 467 467 467
Pearson Correlation
.237
**
1.000 .052 .026 .104
*
-.139
**
-.025
Sig. (2-tailed)
.000 .262 .574 .025 .003 .596
PRICE
N 467 467.000 467 467 467 467 467
Pearson Correlation
.393
**
.052 1.000 .357
**
.584
**
.480
**
-.086
Sig. (2-tailed)
.000 .262 .000 .000 .000 .063
CONVE
N 467 467 467.000 467 467 467 467
Pearson Correlation
.435
**
.026 .357
**
1.000 .436
**
.412
**
-.156
**
Sig. (2-tailed)
.000 .574 .000 .000 .000 .001
PEASY
N 467 467 467 467.000 467 467 467
Pearson Correlation
.454
**
.104
*
.584
**
.436
**
1.000 .468
**
-.108
*
Sig. (2-tailed)
.000 .025 .000 .000 .000 .020
SOINF
N 467 467 467 467 467.000 467 467
55

Correlations

Pearson Correlation
.389
**
-.139
**
.480
**
.412
**
.468
**
1.000 -.165
**
Sig. (2-tailed)
.000 .003 .000 .000 .000 .000
ENJOY
N 467 467 467 467 467 467.000 467
Pearson Correlation -.276
**
-.025 -.086 -.156
**
-.108
*
-.165
**
1.000
Sig. (2-tailed)
.000 .596 .063 .001 .020 .000
PRISK
N 467 467 467 467 467 467 467.000
**. Correlation is significant at the 0.01 level (2-tailed).

Nhn xt: cc bin c lp u c tng quan tuyn tnh kh mnh vi bin ph
thuc, cc h s tng quan u c ngha thng k (p < 0.01).
C th, mi quan h tng quan gia bin nh s dng (INTEN) v Ri ro khi s
dng dch v (PRISK) l (r = -0.276), tng quan gia nh s dng (INTEN) v
nh hng x hi l (r = 0.454), vi Nhn thc s d s dng (PEASY) (r = 0.435),
tng quan vi Nhn thc s tin li (CONVE) l r = 0.393, tng quan vi Cm
nhn s thch th (ENJOY) l r = 0.389 v tng quan vi Mong i v gi
(PRICE) l r = 0.237.
Nh vy, vic s dng phn tch hi quy tuyn tnh l ph hp. Tuy nhin, kt qu
phn tch tng quan cng cho thy h s tng quan gia cc bin c lp mc
tng quan mnh nn cn quan tm n hin tng a cng tuyn khi phn tch hi
quy a bin.
4.5.2 Phn tch hi quy
Phn tch hi quy c tin hnh vi 6 bin c lp l Mong i v gi (PRICE),
Nhn thc s thun tin (CONVE), Nhn thc tnh d s dng (PEASY) Cm nhn
s thch th (ENJOY), nh hng x hi (SOINF), Nhn thc s ri ro khi s dng
(PRISK) v mt bin ph thuc l nh s dng (INTEN), s dng phng php
Enter.
Phng trnh hi quy tuyn tnh a bin c dng nh sau:
56

INTEN = 0 + 1*PRICE + 2*CONVE + 3*PEASY + 4*SOINF+ 5* ENJOY + 6*
PRISK +
Kt qu hi quy a bin nh bng 4.12.
Bng 4.12 Bng phn tch cc h s ca cc yu t c lp trong hi quy a bin
Model Summary
b
Model R R Square Adjusted R Square
Std. Error of the
Estimate Durbin-Watson
1 .620
a
.384 .376 .52246 2.076
a. Predictors: (Constant), PRISK, PRICE, CONVE, PEASY, ENJOY, SOINF
b. Dependent Variable: INTEN

ANOVA
b
Model Sum of Squares df Mean Square F Sig.
Regression 78.422 6 13.070 47.883 .000
a
Residual
125.563 460 .273
1
Total
203.985 466


Coefficients
a
Unstandardized
Coefficients
Standardized
Coefficients Collinearity Statistics
Model
B Std. Error Beta
t Sig.
Tolerance VIF
(Constant)
1.298 .205 6.327 .000
PRICE .214 .036 .226 5.991 .000 .939 1.065
CONVE .087 .040 .104 2.199 .028 .599 1.670
PEASY .163 .032 .217 5.121 .000 .744 1.345
SOINF .118 .033 .177 3.634 .000 .567 1.764
ENJOY .131 .036 .169 3.677 .000 .636 1.572
1
PRISK -.103 .021 -.181 -4.843 .000 .962 1.040
a. Dependent Variable: INTEN

57

Nhn xt:
ph hp ca m hnh:
Nh vy, m hnh nghin cu c R
2
hiu chnh l 0.376, ngha l 37.6% s bin
thin ca nh s dng (INTEN) c gii thch bi s bin thin ca cc thnh
phn nh: Mong i v gi (PRICE), Nhn thc s d s dng (PEASY), Mong i
s thun tin (CONVE), Cm nhn s thch th (ENJOY), nh hng x hi
(SOINF), Nhn thc s ri ro khi s dng (PRISK).
Kim nh gi thuyt v s ph hp ca m hnh
Gi thuyt H0: 1= 2= 3= 4= 5 =0 (tt c h s hi quy ring phn bng 0)
Gi tr sig(F)=0.000 < mc ngha (5%): Gi thuyt H0 b bc b. iu c ngha
l s kt hp ca cc bin c lp hin c trong m hnh c th gii thch c s
bin thin ca bin ph thuc. M hnh hi quy tuyn tnh xy dng ph hp vi
tp d liu hin c.
sig(1), sig(2), sig(3), sig(4), sig(5), sig(6) < mc ngha (5%), nn cc bin
c lp tng ng l PRICE, PEASY, SOINF, ENJOY, PRISK c h s hi quy
ring phn c ngha v mt thng k mc ngha 5%.
Phn d: T biu tn s phn d chun ha (xem ph lc III.5) c tr trung
bnh = 1.5*10
-16
0; lch chun = 0.994 1: phn phi phn d c dng gn
chun, tha yu cu gi nh v phn phi chun ca phn d.
Kim tra a cng tuyn: Cc gi tr VIF < 10: Hin tng a cng tuyn ca cc
bin c lp khng nh hng n kt qu gii thch ca m hnh.
H s Durbin-Watson l 2.076 cho thy cc sai s trong m hnh c lp vi
nhau.
4.5.3 Kim nh cc gi thuyt:
4.5.3.1 Mong i v gi
58

Gi thuyt H1: Mong i v gi c tc ng dng (+) ln nh s dng dch v
MHTQM.
H s hi quy chun ha 1 = 0.226, sig(1) = 0.000<5%: ng h gi thuyt H1.
Nhn xt: Kt qu cuc kho st cho thy Mong i v gi c tc ng dng
ln nh s dng, ngi s dng cng quan tm v gi th cng c nh s dng
dch v MHTQM cng cao. iu ny hon ton ph hp vi nhn nh trn bo
ch cho rng l do chnh dn n s pht trin dch v MHTQM trong thi gian
qua l do gi c ca cc mt hng in t trn cc mng bn hng qua mng thng
c gi r hn cc ca hng c nh t 3-5% do khng phi tn cc chi ph nh lu
kho, mt bng, nhn s
4.5.3.2 Nhn thc v s thun tin
Gi thuyt H2: Mong i s thun tin c tc ng dng (+) ln nh s dng
dch v MHTQM.
H s hi quy chun ha 2 = 0.104, sig(2) = 0.000<5%: ng h gi thuyt H2
Nhn xt: Nh vy, Mong i s thun tin c tc ng dng (+) ln nh s
dng, ngi tiu dng cng cm thy thun tin th nh s dng dch v
MHTQM cng tng. Vi cc u th tit kim thi gian, khng gii hn v tr bn
hng, s thun tin trong qu trnh s dng dch v MHTQM tc ng n
nh s dng dch v.
4.5.3.3 Nhn thc tnh d s dng
Gi thuyt H3: Nhn thc s d s dng c tc ng dng (+) ln nh s dng
dch v MHTQM.
Nhn xt: Nh vy, c s tc ng dng gia nhn thc tnh d s dng ln
nh s dng. Ngha l khi ngi s dng nhn thc rng, cc chc nng v thao tc
trn MHTQM l d s dng th nh s dng dch v i vi ngi tiu dng s
tng ln.
59

4.5.3.4 Cm nhn s thch th
Gi thuyt H4: Cm nhn s thch th c tc ng dng (+) ln nh s dng
dch v MHTQM.
Nhn xt: Cm nhn s thch th c tc ng dng (+) ln nh s dng. Cm
nhn s thch th khi MHTQM nh l mt ng c bn trong c nhn lm tng
nh s dng. Khi ngi dng thy rng, ni dung v cc hot ng trn cc website
MHTQM l th v th nh s dng ca h s tng ln.
4.5.3.5 nh hng x hi
Gi thuyt H5: nh hng x hi c tc ng dng (+) ln nh s dng dch v
MHTQM.
Nhn xt: nh hng x hi c tc ng dng (+) ln nh s dng. Hay ni
cch khc, trong cuc kho st, ngi tiu dng b nh hng bi tc ng ca
nhng ngi xung quanh. Cng nhn c nhiu s ng h, ng vin ca nhng
ngi c nh hng (gia nh, ngi thn, ng nghip,) th nh s dng dch
v MHTQM ca ngi tiu dng cng tng ln.
4.5.3.6 Nhn thc ri ro khi s dng
Gi thuyt H6: Nhn thc s ri ro c tc ng m (-) ln nh s dng dch v
MHTQM.
H s hi quy chun ha 6 = -0.181, sig(6) = 0.000<5%: ng h gi thuyt H6.
Nhn xt: Nhn thc s ri ro c tc ng m (-) ln nh s dng, ngi tiu
dng cng Nhn thc s ri ro th nh s dng dch v gim i. Hin nay vn
an ninh mng l vn ni cm i vi cc trang web bn hng qua mng Vit
Nam, iu ny nh hng xu n quyt nh MHTQM ca ngi tiu dng.
Bng 4.13 Bng tm tt kt qu kim nh gi thuyt
60

Gi thuyt Ni dung Kt qu kim
nh
H1 Mong i v gi c tc ng dng (+) ln
nh s dng dch v MHTQM ca ngi
tiu dng
ng h H1
H2 Nhn thc v s thun tin c tc ng dng
(+) ln nh s dng dch v MHTQM ca
ngi tiu dng
ng h H2
H3 Nhn thc tnh d s dng c tc ng dng
(+) ln nh s dng dch v MHTQM ca
ngi tiu dng
ng h H3
H4 Cm nhn s thch th c tc ng dng (+)
ln nh s dng dch v MHTQM ca
ngi tiu dng
ng h H4
H5 nh hng x hi c tc ng dng (+) ln
nh s dng dch v MHTQM ca ngi
tiu dng
ng h H5
H6 Nhn thc ri ro khi s dng c tc ng m (-)
ln nh s dng dch v MHTQM ca
ngi tiu dng.
ng h H6
4.5.4 Phn tch s khc bit
4.5.4.1 S khc bit theo gii tnh
Cc gi thuyt s khc bit theo gii tnh:
Gi thuyt H1,0: Khng c s khc bit v nh s dng theo gii tnh.
61

Gi thuyt H1,1: Khng c s khc bit v mong i v gi theo gii tnh.
Gi thuyt H1,2: Khng c s khc bit v nhn thc s thun tin theo gii tnh.
Gi thuyt H1,3: Khng c s khc bit v nhn thc tnh d s dng theo gii tnh.
Gi thuyt H1,4: Khng c s khc bit v nh hng x hi theo gii tnh.
Gi thuyt H1,5: Khng c s khc bit v Cm nhn s thch th theo gii tnh.
Gi thuyt H1,6: Khng c s khc bit v nhn thc s ri ro theo gii tnh.
Kt qu phn tch phng sai mt yu t (One-way ANOVA) nh ph lc III.6.1
Phng sai trong kim tra tnh ng nht (Homogeneity test) ca cc thnh phn
INTEN, PEASY, SOINF, ENJOY, PRISK ln lt l 22.1%, 82.1%, 90.2%, 35.2%,
10.9% , u ln hn 5%, cho bit phng sai ca cc nhm Nam-N l bng nhau,
tha iu kin phn tch ANOVA.
PRICE = 0.000, CONVE = 2% < 5% phng sai ca cc nhm Nam-N l khng
bng nhau, khng tha iu kin phn tch ANOVA.
Trong cc yu t tha mn iu kin phn tch ANOVA ta thy:
Sig (INTEN) = 0.015, Sig (PRISK) = 0.025 < 5% Bc b H1,0 v H1,6: c s khc
bit gia gii tnh Nam v n v nh s dng dch v MHTQM v nhn thc s
ri ro. Trong , nh s dng ca Nam c xu hng cao hn N (do Mean(Nam)
= 3.55 > Mean(N) = 3.40). Trong khi nhn thc s ri ro khi s dng th N c
xu hng cao hn Nam (do Mean(Nam) = 2.59 < Mean(N) = 2.83).
Sig (PEASY) = 56%, Sig(SOINF) = 11.2%, Sig(ENJOY) = 50.3% cha c c s
bc b H1,3 H1,4 H1,5: ngha l cha c c s cho thy c s khc bit gia gii tnh
Nam-N v Nhn thc s d dng, nh hng x hi v Cm nhn s thch th.
4.5.4.2 S khc bit theo tui tc
Qu trnh kho st phn loi i tng kho st thnh cc nhm tui khc nhau
nh [Di 22] (i tng ny s b loi b do cha iu kin c lp v kinh t),
62

[T 22~24]; [T 25~27]; [T 28~30]; [T 31~40]; [Trn 40], tuy nhin c mu thu
c l 467 mu, nn khng c iu kin kho st ht cho tng nhm tui trn v s
lng mu cho tng nhm s nh, khng mu t tin cy cho phn tch. V
vy trong phn nh gi s khc bit theo tui tc, tc gi s phn i tng kho
st thnh 2 thnh phn: thnh phn i tng tr [t 22~30] (320 mu) l thnh
phn cha c s n nh v mt kinh t v nhn thc v thnh phn i tng trung
nin [ln hn 30] (147 mu) l thnh phn c n nh v kinh t v nhn thc.
Cc gi thuyt s khc bit theo tui tc:
Gi thuyt H2,0: Khng c s khc bit v nh s dng theo tui tc.
Gi thuyt H2,1: Khng c s khc bit v mong i v gi theo tui tc.
Gi thuyt H2,2: Khng c s khc bit v Nhn thc s thun tin theo tui tc.
Gi thuyt H2,3: Khng c s khc bit v Nhn thc tnh d s dng theo tui tc.
Gi thuyt H2,4: Khng c s khc bit v nh hng x hi theo tui tc.
Gi thuyt H2,5: Khng c s khc bit v Cm nhn s thch th theo tui tc.
Gi thuyt H2,6: Khng c s khc bit v Nhn thc s ri ro theo tui tc.
INTEN, CONVE, PEASY, SOINF, ENJOY, ln lt l 94.8%, 22.2%, 57.0%,
45.4%, 9.4% ln hn 5%, cho bit phng sai ca cc nhm theo tui tc l bng
nhau, tha iu kin phn tch ANOVA.
PRICE = 0.0%, PRISK = 1.9% u nh hn 5%, phng sai ca cc nhm theo tui
tc l khng bng nhau, khng tha iu kin phn tch ANOVA.
Sig (PEASY) = 2.0% < 5% Bc b H2,3: ngha l c s khc bit theo nhm tui
trong Nhn thc tnh d s dng. Trong nhm t 30 tr xung c xu hng cm
63

nhn tnh d s dng cao hn nhm tui trn 30 (do Mean(t 30 tr xung) = 3.14 >
Mean(trn 30 tui) = 2.93). iu ny c th c gii thch, do MHTQM mi pht
trin trong thi gian gn y, cc thnh phn tr c o to v c kin thc tt
hn v tin hc, nn h cm thy d dng s dng hn so vi nhm tui trn 30.
Sig(INTEN) = 24.4%, Sig(CONVE) = 88.5%, Sig(SOINF) = 32.5%, Sig(ENJOY) =
98.1% > 5% cha c c s bc b H2,0 H2,2 H2,4 H2,5: cha c c s cho thy c s
khc bit theo nhm tui trong nh s dng, Nhn thc s tin li, nh hng
x hi v Cm nhn s thch th. iu ny, c th l do MHTQM mi pht trin
trong thi gian gn y. i tng s dng ch yu l gii tr, quan st mu ta thy
phn b phn ln tp trung vo i tng tr trn di 30 tui, do s khc bit
gia ca mc tc ng ca cc yu t n d nh s dng dch v MHTQM
gia hai nhm trn v di 30 tui khng th hin trong d liu th trng thu thp
c.
4.5.4.3 S khc bit theo thu nhp
Qu trnh kho st phn loi i tng kho st thnh cc nhm thu nhp khc
nhau nh [nh hn 3 triu]; [t 3 triu n 5 triu]; [t 5 triu n 10 triu]; [ln
hn 10 triu], tuy nhin c mu thu c l 467 mu, nn khng c iu kin kho
st ht cho tng nhm thu nhp trn v s lng mu cho tng nhm s nh, khng
mu t tin cy cho phn tch. V vy trong phn nh gi s khc bit
theo thu nhp, tc gi s phn i tng kho st thnh 2 thnh phn: thnh phn
thu nhp thp [t 5 triu tr xung] v thnh phn thu nhp cao [trn 5 triu]. Vic
phn loi ny da theo tng mc quy nh ng thu thu nhp ca nh nc
(thnh phn chu thu thu nhp c xem l c mc thu nhp cao).
Cc gi thuyt s khc bit theo thu nhp
Gi thuyt H3,0: Khng c s khc bit v nh s dng theo thu nhp.
Gi thuyt H3,1: Khng c s khc bit v mong i v gi theo thu nhp.
Gi thuyt H3,2: Khng c s khc bit v Nhn thc s thun tin theo thu nhp.
64

Gi thuyt H3,3: Khng c s khc bit v Nhn thc s d s dng theo thu nhp.
Gi thuyt H3,4: Khng c s khc bit v nh hng x hi theo thu nhp.
Gi thuyt H3,5: Khng c s khc bit v Cm nhn s thch th theo thu nhp.
Gi thuyt H3,6: Khng c s khc bit v Nhn thc s ri ro theo thu nhp.
PRICE, ENJOY, ln lt l 0.0%, 0.9% <5%, phng sai ca cc nhm theo thu
nhp l khng bng nhau, khng tha iu kin phn tch ANOVA.
INTEN = 78.9%, CONVE = 5.5%, PEASY = 39.0%, SOINF = 48.4%, PRISK =
56.6% ln hn 5%, cho bit phng sai ca cc nhm theo thu nhp tc l bng
nhau, tha iu kin phn tch ANOVA.
Sig (INTEN) = 1.9%, Sig (SOINF) = 4.1% < 5% Bc b H3,0 v H3,4: c s khc bit
theo nhm thu nhp vi nh s dng dch v MHTQM v mc nh hng
x hi. Trong , nh s dng dch v MHTQM ca nhm thu nhp thp c xu
hng thp hn nhm thu nhp cao, ng thi nhm thu nhp thp c xu hng d
b tc ng ca nh hng x hi hn nhm c thu nhp cao. iu ny c th do
nhm c thu nhp cao c iu kin tip xc vi dch v MHTQM nhiu hn, nn
h nh MHTQM ca h cao hn, bn cnh , vic tip xc nhiu vi nhiu
ngun thng tin hn th mc tc ng t nh hng x hi ca h thp hn so
vi nhm c thu nhp thp.
Sig (CONVE) = 31.2%, Sig(PEASY) = 19.5%, Sig(PRISK) = 23.8% > 5% cha c
c s bc b H3,2 ,H3,3 ,H3,6: ngha l cha c c s cho thy c s khc bit theo
nhm thu nhp vi Nhn thc s tin li,Nhn thc s d dng, Nhn thc s ri ro.
iu ny c th c l gii do dch v MHTQM ch mi pht trin trong nhng
nm gn y, vic thanh ton qua mng, mt trong nhng th mnh quan trng ca
65

MHTQM, cng cha ph bin, nn cha thy c s khc bit trong nhn thc
tnh thun li, tnh d s dng cng nh ri ro gia cc nhm thu nhp.
4.6 SO SNH VI CC NGHIN CU TRC Y
M hnh nghin cu xut 6 thnh phn tc ng n nh s dng dch v
MHTQM: (1) Mong i v gi;(2) Nhn thc s thun tin; (3) Nhn thc tnh d
s dng; (4) Cm nhn s thch th.; (5) nh hng x hi; (6) nhn thc ri ro. Kt
qu phn tch d liu cho thy, c 6 yu t u tc ng n nh s dng dch v
MHTQM.
4.6.1 Mong i v gi, Nhn thc s thun tin:
Thnh phn Mong i v gi v Nhn nh s thun tin c tc ng n nh s
dng dch v MHTQM, c bit l thnh phn Mong i v gi c tc ng mnh
nht. Kt qu ny cng tng t nh nghin cu ca trong nghin cu Hnh vi
ngi tiu dng trong mua hng trc tuyn (Hasslinger v cng s, 2007). Mc khc
nu xem hai thnh phn Mong i v gi, Nhn thc s thun tin l cc yu t ca
thnh phn nhn thc s hu ch th kt qu ny hon ton ph hp vi cc kt lun
trong cc nghin cu S chp nhn hay khng chp nhn trong vic s dng cc
dch v Internet ca khch du lch n NewZealand (Ulhas Rao, 2007),nghin cu
nh mua v my bay trc tuyn Iran (Mohsen Mazari, 2008), nghin cu Cc
phn ng ca khch hng sau khi mua hng qun o trn mng v bi hc kinh
nghim v nh hng mua hng v nhn thc s cng bng (Cha Seung Hee, 2009).
iu ny cho thy, nhn thc s hu ch m thnh phn chnh l yu t Mong i
v gi cng nh Nhn thc s thun tin c tc ng quan trong n hnh vi nh
s dng cc dch v mua hng qua mng khng ch Vit Nam m cn nhiu
nc trn th gii.
iu ny hon ton ph hp vi cc nhn nh v th mnh ca mua hng trn
mng l tit kim thi gian, khng gii hn v tr v gi thnh sn phm thng thp
hn th trng.
4.6.2 Nhn thc tnh d s dng
66

Nghin cu cho thy thnh phn Nhn thc tnh d s dng c tc ng n nh
s dng dch v MHTQM, mc d khng c s khc bit r rt vi cc thnh phn
cn li, ngoi tr thnh phn Mong i v gi, tuy nhin n c tc ng ln th nh
trong cc yu t. Kt qu nghin cu ny c phn khc bit vi nghin cu Cc
yu t tc ng n xu hng s dng thanh ton in t ca L Ngc c (2008),
Nghin cu Cc yu t tc ng n d nh mua v my bay trc tuyn Iran ca
Mohsen Mazari (2008), nghin cu S chp nhn hay khng chp nhn trong vic
s dng cc dch v Internet ca khch du lch n NewZealand ca Ulhas Rao
(2007). Khc bit ny c th c gii thch l do mua bn trn mng ch mi pht
trin Vit Nam trong nhng nm gn y, nn vic s dng dch v mua hng qua
mng vn cha c ph bin, nn nhiu ngi vn cm thy cha c d dng
khi s dng. Tuy nhin, yu t ny li khng tc ng ln n nh s dng v hu
ht i tng trong cuc kho st ny u c t 3 nm kinh nghim trong vic s
dng Internet tr ln (xem kt qu kho st mc 4.2.4).
4.6.3 nh hng x hi
Yu t nh hng x hi cng l yu t tc ng n d nh s dng dch v
MHTQM. Kt qu ny kh tng ng vi Nghin cu v cc yu t tc ng
n xu hng s dng thanh ton in t ca L Ngc c (2008), Nghin cu
mt s yu t tc ng n d nh s dng dch v mng x hi x hi ngh nghip
trc tuyn ca L Honh S (2009).
4.6.4 Cm nhn s thch th
Thnh phn Cm nhn s thch th l thnh phn mi c a vo nghin cu
trong thi gian gn y trong m hnh chp nhn cng ngh. Yu t ny c a ra
lu u tin trong nghin cu m hnh TAM m rng trong trng hp World-
Wide-Web (Moon v Kim, 2000). Nghin cu s chp nhn s dng website
Hn Quc ca Tony Donghui (2004), Nghin cu s chp nhn s dng chnh
ph in t ca Suha A. & Annie M (2008), Nghin cu mt s yu t tc ng
n d nh s dng dch v mng x hi x hi ngh nghip trc tuyn ca L
Honh S (2009) ng h thnh phn ny trong m hnh chp nhn cng ngh.
67

Trong nghin cu ny thnh phn Cm nhn s thch th c tc ng dng ln
nh s dng dch v MHTQM, iu ny hon ton ph hp vi cc nghin cu
nh ni trn.
4.6.5 Nhn thc s ri ro
Thnh phn nhn thc s ri ro c tc dng m n nh s dng dch v
MHTQM. iu ny tri ngc vi Nghin cu v cc yu t tc ng n xu
hng s dng thanh ton in t ca L Ngc c (2008), Nghin cu mt s
yu t tc ng n d nh s dng dch v mng x hi x hi ngh nghip trc
tuyn ca L Honh S (2009). iu ny c gii thch nh sau: lnh vc
MHTQM l lnh vc lin quan n yu t ti chnh, mc khc trong iu kin Vit
Nam hin nay vn bo mt vn cha c u t ng mc, nn yu t ny hon
ton khc vi lnh vc mng x hi ngh nghip, ni m cc ri ro khng cao nh
lnh vc MHTQM. Ngoi ra MHTQM mi pht trin trong thi gian gn y,
nn lo ngi ca ngi s dng s cao hn nhiu so vi thanh ton in t, vn c
hnh thnh v pht trin Vit Nam trong nhiu nm.
4.7 TM TT CHNG 4
Chng 4 trnh by thng tin v mu kho st, nh gi tin cy Cronbach
Alpha v phn tch nhn t khm ph EFA, phn tch hi quy a bin, kho st cc
bin kim sot.
Thng tin t mu quan st cho thy, i tng kho st l thnh phn tr tui, tp
trung trong khong t 25-27 tui. Hu ht u c kinh nghim s dng Internet, c
kin thc v dch v MHTQM.
Qua nh gi tin cy Cronbach Alpha v phn tch nhn t khm ph EFA loi 2
bin l SoInf_16 v PRisk_24.
Phn tch hi quy a bin cho thy m hnh nghin cu l thuyt xut ph hp
vi d liu th trng, trong c 5 khi nim c tc ng dng n nh s
dng dch v l (1) Mong i v gi, (2) Nhn thc s tin li, (3) Nhn thc tnh
d s dng (4) Cm nhn s thch th, (5) nh hng x hi (SOINF) v mt khi
68

nim c tc ng m (-) n nh s dng dch v l Nhn thc s ri ro khi s
dng.
69

Chng 5. Kt lun v kin ngh
CHNG 5. KT LUN V KIN NGH
5.1 TM TT CC KT QU CHNH
Qu trnh nghin cu c thc hin hai bc chnh: nghin cu s b v nghin
cu chnh thc.
Nghin cu s b c thc hin bng phng php nh tnh thng qua b, c
thc hin thng qua phng vn trc tip vi 7 i tng l cc chuyn gia trong
lnh vc mua hng qua mng v 2 i tng cha tng MHTQM. Nghin cu s
b nhm hiu chnh m hnh nghin cu cho ph hp hn vi c im c th
th trng Vit Nam. Sau qu trnh b xung hiu chnh, m hnh Nghin cu cc
yu t nh hng n nh s dng dch v MHTQM gm thnh phn thnh
phn ph thuc l nh s dng dch v MHTQM v su khi nim thnh phn
c lp: (1) Mong i v gi ; (2) Nhn thc s thun tin; (3) Nhn thc tnh d
s dng; (4) Cm nhn s thch th; (5) nh hng x hi (6) Cm nhn s ri ro
khi s dng, vi 24 bin quan st o lng cc khi nim ny.
Nghin cu chnh thc c thc hin bng phng php nh lng s dng bng
cu hi kho st theo phng php thun tin, kt qu thu c 467 bng tr li ph
hp. Nghin cu nh lng thc hin qua cc bc: kim nh thang o (nh gi
tin cy Cronbach alpha v phn tch nhn t khm ph EFA). Kim nh cc gi
thuyt ca phng php hi quy a bin c thc hin trn phn mm SPSS 16.0.
Thng k thng tin t mu cho thy thuc tnh ca cc i tng nghin cu nh
sau: tp trung t 25-27 tui (chim 44.54%), hu ht u c kinh nghim s dng
internet trn 3 nm, t l Nam-N kh ng u (Nam chim 44.97%, N chim
55.03%). Nh vy i tng nghin cu l nhng ngi tr tui, c k nng s
dng internet tt v c t l Nam-N kh ng u, nn i tng nghin cu c
th l i tng tin phong v tim nng trong vic s dng cc dch v cn ang
pht trin nh dch v MHTQM.
70

Trong cuc kho st, trang web ebay.vn l trang web c nhiu ngi kho st bit
n vi t l 88.22%, thi gian trung bnh truy cp cc trang dch v HMTQM t
10-30 pht chim 61.46%, tn sut truy cp vo MHTQM tp trung 1-2
ln/thng (chim 34.48%). Tuy nhin thnh phn cha s dng dch v HMTQM
cng chim t l kh cao (9.85%). iu ny c th c gii thch l dch v
MHTQM Vit Nam vn cha c ph bin.
Cc mu thu thp c a vo phn tch d liu bng SPSS 16.0 qua thang o
c nh gi tin cy Cronbach Alpha v phn tch nhn t khm ph EFA. Kt
qu phn tch cho thy khng c g thay i v cc thnh phn kho st, vn gi
nguyn 6 thnh phn kho st nh ban u. Tuy nhin trong phn tch nhn t khm
ph EFA loi ra 2 bin l Soinf_16 v Prisk_24.. Do , thang o vn bao gm 6
thnh phn nhng ch cn 22 bin quan st. Cc kim nh cho thy thang o t
yu cu v tin cy, phng sai trch, gi tr hi t v gi tr phn bit.
Kt qu phn tch hi quy a bin trn 6 thnh phn ca nh s dng dch v
MHTQM c kt qu nh sau: Mong i v gi c tc ng mnh nht ( = 0.226).
Cc yu t cn li tc ng yu hn nh: Nhn thc tnh d s dng ( = 0.217),
nh hng x hi ( = 0.177), Cm nhn s thch th ( = 0.169). Yu t Nhn
thc s thun tin c tc ng yu nht ( = 0.104). S liu beta cc yu t trong
phng trnh hi quy cho thy i tng quan tm nhiu nht n vn gi c khi
s dng dch v MHTQM. iu ny c th xem l ph hp v im thu ht ngi
tiu dng mua cc sn phm in t qua mng ch yu l do gi c cc sn phm
ny thng thp hn t 3-5% so vi cc sn phm cng loi khi mua ca hng.
5.2 HM QUN L
Ty vo mc nh hng ca tng yu t tc ng n nh s dng dch v
MHTQM, nghin cu xut mt s kin ngh nhm gi cc nh cung cp dch
v MHTQM c th ci tin v phc v ngi s dng tt hn.
a) Mong i v gi
71

Yu t mong i v gi c tc ng ln nht n nh s dng dch v MHTQM.
Ngi tiu dng s c nh s dng nhiu hn khi h nhn thy h tha mn cc
yu t v gi nh: (1) gi c r hn ca hng, (2) gip h d dng so snh v gi
gia cc website bn hng in t trn mng cng nh gia gi ca cc website vi
gi ca hng, (3) gip ngi tiu dng c th tit kim chi ph i li, (4) cc t
khuyn mi trn mng s gip ngi tiu dng tit kim c tin bc.
Kt qu kho st cng cho thy nh gi ca ngi s dng vi cc bin quan st o
lng nhn thc mong i v gi nhn chung l kh cao (trung bnh t 3.49 n
3.94). iu cho thy, ngi tiu dng nh gi rng, mt trong nhng nguyn
nhn quan trng dn n nh MHTQM l yu t gi c.
Do , nng cao nh MHTQM ca ngi tiu dng, nh cung cp dch v
MHTQM cn phi ch trng cc yu t lin quan n gi c thu ht ngi tiu
dng.
Trc tin, da trn u th trong vic tit kim c do khng tn cc chi ph mt
bng, kho bi, gim thiu cc chi ph iu hnh, nhn s, cc sn phm trn mng
c th gim gi thp hn so vi gi ca hng thu ht khch hng MHTQM
Bn cnh cc website MHTQM cn to iu kin thun li cho ngi tiu dng
c th so snh v gi gia cc sn phm cng loi, hoc tng t, trn cng trang
web hoc gia cc trang web vi nhau, cng nh gi tham kho khi mua ca hng.
S tt hn nu nh cung cp dch v c th thng k cc khong gi c ngi tiu
dng c th hnh dung gi c m h nh tr cho mt hng d nh mua nm mc
no trong khung gi tham kho.
Ngoi ra, cc chng trnh khuyn mi trn cc trang web c dch v MHTQM s
khuyn khch mi ngi trong vic tng cng nh MHTQM.
b) Nhn thc s thun tin
Yu t nhn thc s thun tin c tc ng thp nht n nh s dng dch v
MHTQM. Ngi tiu dng vn cha cm nhn c mc tin li trong giao
72

dch MHTQM hin nay. Nhng kh khn trong qu trnh tm kim thng tin sn
phm, quy trnh bn hng cn nhiu kh, phin phc c th l cc nguyn nhn dn
n ngi tiu dng khng hon ton cm thy thoi mi trong vic mua hng.
Ngoi ra,ngoi tr nhng dch v bn hng qua mng ln c kh nng thanh ton
bng th in t, vic thanh ton phn ln bng tin mt lm mt i th mnh ca
vic mua hng qua mng. Trong thi gian gn y, vic cc siu th in my
thnh ph H Ch Minh m rng cc chi nhnh ra nhiu qun huyn, cng vi vic
thiu cc thng tin lin quan n dch v MHTQM cng l cc nguyn nhn lm
cho ngi tiu dng cm thy khng thun tin lm khi MHTQM so vi mua
hng in t cc siu th in my.
T cc nguyn nhn trn, nng cao nh s dng dch v MHTQM ca ngi
tiu dng, cc nh cung cp dch v cn ci tin quy trnh mua bn hng sao cho n
c n gin, d dng hn. Vic mua bn hng qua mng s b gim i s tin li
ng k nu vn thanh ton khng th s dng th in t.Ngoi ra cn tuyn
truyn, qung co su rng hn ngi tiu dng nhn thy s tin li ca vic
MHTQM.
c) Nhn thc tnh d s dng
Yu t nhn thc tnh d s dng c tc ng cao th nh ch sau Mong i v gi
n nh s dng dch v MHTQM. iu chng t ngi tiu dng rt quan
tm n tnh d s dng ca dch v MHTQM.Tuy nhin mc ng tnh ca
ngi tiu dng trong cuc kho st khng cao (t 2.82 n 3.21), chng t ngi
tiu dng vn cn cm thy vic s dng dch v MHTQM vn cha c d dng.
nng cao nhn thc tnh d s dng nh cung cp dch v MHTQM cn phi
cung cp y thng tin hng dn s dng cho ngi dng, hin th cc hng
dn ti nhng v tr ngi dng c th cn n trong qu trnh truy cp website
MHTQM, cc m t din gii trong hng dn s dng cn c vit mt cch d
hiu. Cc chc nng trn website MHTQM phi thit k v b tr thch hp, to s
73

d dng v tin li s dng trong qu trnh truy cp.Th tc ng k, quy trnh mua
bn phi n gin d hiu vi ngi tiu dng.
Nhm trn 30 tui c xu hng nhn thc tnh d s dng thp hn so vi nhm
di 30 tui. V vy, trong chnh sch tip th, cn phi ch trng cung cp nhng
thng tin hng dn s dng cho nhng nhm i tng ny mt cch ph hp.
d) nh hng x hi
Cc i tng c th to nh hng n ngi tiu dng nh bn b v ngi thn
xung quanh, ng nghip, i tc, phng tin truyn thng .Kt qu kho st mc
ng vi cc pht biu n nh hng x hi cho thy, mc ng ca
ngi s dng i vi nh hng ca gia nh, ngi thn mc thp (t 3.10 n
3.16), trong khi mc tc ng ca t chc mc cao hn (3.47), d liu
khng h tr thng tin v tc ng ca phng tin truyn thng. iu ny cho
thy, ngi s dng Vit Nam b tc ng nh s dng bi cc nhn t trong t
chc cao hn cc nhn t khc. Do , cc nh cung cp dch v MHTQM cn
ch trng n cc chng trnh tip th cho cc tp th, t chc, chng trnh gim
gi cho vic gii thiu ngi quen cng tham gia. Vi cc chng trnh ny, ngi
tiu dng s gii thiu v mi gi bn b, ng nghip ca mnh cng tham gia.
Ngoi ra nhm c thu nhp thp c xu hng d b nh hng x hi hn nhm c
thu nhp cao, nn c th tip cn cc i tng ny thng qua mi quan h gia h
v cc i tng MHTQM hin hu.
e) Cm nhn s thch th
Kt qu kho st mc ng vi cc pht biu n cm nhn s thch th cho
thy, mc ng ca ngi s dng i vi cm nhn s thch th kh cao
(trung bnh t 3.54 n 3.79). iu ny cho thy, vic MHTQM hin nay l mt
hin tng mi m, thu ht s ch i vi ngi tiu dng. N th hin s snh
iu ca ngi tiu dng trong mc thnh tho kin thc tin hc.Do , cc nh
cung cp dch v MHTQM cn phi ch trng n kha cnh thch khm
ph,snh iu khi thc hin cc chng trnh qung co cho dch v ca mnh.
74

f) Nhn thc ri ro khi s dng
Kt qu kho st cho thy, ngi s dng khng c s ng vi cc pht biu v
nhn thc ri ro khi s dng (trung bnh cc bin quan st t 2.57 n 2.94). iu
ny c th l gii do hin nay ch c mt s t cc website c chc nng thanh ton
trc tip trn mng, cn li vn phi thanh ton bng tin mt, nn ngi tiu dng
cha cm nhn ht c ri ro khi thc hin dch v MHTQM. Tuy nhin iu
ny c th s thay i khi s lng website h tr cho vic thanh ton qua mng
tng ln. chun b cho vic thanh ton qua mng, cc nh cung cp dch v
MHTQM cn 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.
nh hng ca nhn thc ri ro c xu hng ln hn i vi nhm n, nn cc nh
cung cp dch v MHTQM cn c chnh sch ring i vi nhm n h cm
thy yn tm khi MHTQM.
5.3 CC NG GP CA NGHIN CU
Nghin cu c nhng ng gp tch cc v mt l thuyt v thc tin trong lnh
vc mua hng qua mng Vit Nam
5.3.1 ng gp v mt l thuyt
Lnh vc thng mi in t ni chung v mua hng qua mng ni ring vn cn l
lnh vc mi m Vit Nam, do rt cn cc nghin cu v mt l thuyt lm
nh hng cho hot ng thc tin. Nghin cu ny ng gp thm mt ti liu
khoa hc trong lnh vc mua hng qua mng, thng qua vic xy dng mt m hnh
l thuyt gii thch cc yu t tc ng n nh s dng ca ngi tiu dng
trong vic mua hng in t qua mng Vit Nam.
Bng vic xy dng m hnh l thuyt da trn c s m hnh UTAUT (Venkatesh
v cng s,2003), m hnh Cc yu t nh hng n ngi tiu dng trc tuyn
(Hasslinger v cng s, 2007), E-CAM (Joongho Ahn, Jinsoo Park, Dongwon Lee,
2001), TAM m rng cho WWW (Moon Ji Won v Kim Young Gul, 2001) cung
75

cp mt ci nhn y hn v vn nghin cu cn kho st so vi s dng mt
m hnh thun nht. Mc khc, thang o ca cc nghin cu trn c thc hin
trong mi trng cc nc pht trin, nghin cu ny iu chnh, kim nh cc
thang o trong mi trng Vit Nam thng qua d liu thc nghim thnh ph
H Ch Minh v cc tnh ln cn, nn cc d liu ny s gp phn b xung vo kho
l thuyt thang o gp phn gip cc nh nghin cu hn lm v ng dng hiu r
hn v th trng Vit Nam.
5.3.2 ng gp v mt thc tin
Thng qua vic xc nh cc yu t nh hng n nh s dng dch v mua
hng in t qua mng, nghin cu cung cp cho cc nh cung cp dch v bn
hng in t mt ci nhn c th hn v quan im ca ngi tiu dng trong vic
s dng dch v mua hng qua mng. ng thi cc nh cung cp dch v c th
tham kho qua cc xut ca nghin cu tng cng tnh cnh tranh cho dch
v ca mnh trong vic tha mn nhu cu ca ngi tiu dng.
Nghin cu ny cung cp mt hng nghin cu cho cc nh cung cp dch v
trong vic thc hin nhng nghin cu tng t vi cc mt hng khc nh: sch
bo, phim nh,. T , hon thin hn v dch v mua hng qua mng trong bi
cnh Vit Nam ni ring v cc nc ang pht trin ni chung.
5.4 HN CH V HNG NGHIN CU TIP THEO
M hnh nghin cu c R
2
hiu chnh l 0.376, ngha l ch c 37.6% s bin
thin ca nh s dng dch v MHTQM c gii thch bi s bin thin ca
cc thnh phn trong m hnh xut. Nh vy, t l ln s bin thin ca
nh s dng dch v cha c gii thch bi bin thin cc thnh phn; cn rt
nhiu bin quan st cn c b sung vo m hnh.
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. Mc 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 ,
76

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.
Nghin cu ch dng li vic kho st cc yu t tc ng n nh s dng
dch v MHTQM m cha cp ti hnh vi s dng tht s. V vy, cng cn
xem xt n mi quan h gia hnh vi d nh v hnh vi s dng tht s.
tng sn phm c th, mc tc ng ca cc yu t n nh s dng ca
ngi tiu dng s khc nhau. Nghin cu ny ch tp trung kho st cc yu t nh
hng n nh s dng dch v MHTQM, 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 nh v my bay, sch, y cng l mt hng nghin cu ln cn
c nghin cu v kho st trong hng tip theo.

77

Ph lc
PH LC
Ph lc I: DN BI THO LUN TAY I
A. Phn gii thiu
Cho Anh/Ch,
Ti tn Hong Quc Cng, l hc vin cao hc MBA trng i hc Bch Khoa
TPHCM. Hin ti, ti ang thc hin ti Nghin cu cc yu t nh hng
n nh s dng dch v mua hng in t qua mng (MHTQM). 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
Cc thng tin di y dng xc nh i tng tho lun c ph hp vi
mc tiu nghin cu s b hay khng. Khi i tng c tho lun c mt
quan st vo quyt nh ngng, th s khng s dng i tng ny thc
hin nghin cu s b.
Cc cu hi gn lc thng tin bao gm:
(1) Anh/Ch lm i lm cha?
Cha i lm Ngng
i lm ri Tip tc
(2) Anh/Ch i lm c my nm ri?
Di 3 nm kinh nghim Ngng
T 3 nm kinh nghim tr ln Tip tc
(3) Anh/Ch tng s dng Internet?
Cha Ngng
C Tip tc
(4) Anh/Ch tng nghe v bit v dch v MHTQM cha?
Cha Ngng
C Tip tc
(6) Anh/Ch c bit cc website cung cp dch v MHTQM khng?
Cha Ngng
C (nu c hy lit k) Tip tc
(7) Anh/Ch vui lng cho bit anh ch thuc nhm tui no di y?
Di 22 Ngng
T 25-50 Tip tc
Trn 50 Ngng

Ph luc- 1

Ph lc
C. Ni dung tho lun
1. Phn ni dung khi qut lin quan n dch v MHTQM
(1) Anh/Ch c bit nhng website no cung cp dch v MHTQM ? Theo
Anh/Ch mc ph bin ca cc website ny nh th no?
(2) Anh/Ch tng ng k vo cc website MHTQM no? Anh/Ch
nh gi mc s dng? Hiu qu? u khuyt im ca cc website ?
(35) Anh/Ch tng gii thiu vi bn b, ng nghip cng tham gia
dch v MHTQM mt trang web m anh ch cm thy thch th cha?
Cm gic ca bn b anh/ch khi c gii thiu nh th no?
(4) Theo Anh/Ch cc yu t no nh hng n nh s dng dch v
MHTQM?
(5) Anh/Ch c cho rng, gi c l vic m ngi tiu dng s nhn thc khi
s dng dch v MHTQM? kin ca Anh/Ch?
(6) Anh/Ch c cho rng, ngi tiu dng s nhn thc tnh thun tin khi s
dng dch v MHTQM ? kin ca Anh/Ch?
(7) Anh/Ch c cho rng mc d sdng ca cc website bn hng l vic
m ngi tiu dng s nhn thc khi s dng dch v MHTQM? kin
ca Anh/Ch?
(8) Anh ch c ngh rng ngi tiu dng c tm thy s thch th khi s
dng dch v MHTQM ? kin ca anh/ch?
(9) Anh/Ch c cho rng, nhng ngi xung quanh nh gia nh, bn b,
ng nghip, s b tc ng n nh s dng dch v MHTQM ca
ngi tiu dng khng? kin ca anh/ch?
(10) Anh/Ch c ngh rng ngi tiu dng s c nhn thc v vic c/hay
khng c ri ro khi tham gia MHTQM? kin ca anh/ch?
(11) Anh/Ch cho bit xu hng s dng dch v MHTQM Vit Nam?

2. Phn ni dung v nh gi thang o
S dng cc pht biu sau tm hiu kin ca ngi c phng vn.
1. Mong i v gi khi s dng dch v MHTQM : mc tin tng ca
ngi tiu dng vo nhng li ch v gi m dch v MHTQM mang li
cho h.
1. Ti thy dch v MHTQM c ch trong vic tit kim tin bc ca ti.
2. S dng dch v MHTQM gip ti d dng so snh v gi.
3. S dng dch v MHTQM c th gip ti mua c nhng mn hng
vi gi r nht.
Vi cc pht biu ny, xin Anh/Ch cho bit:
5. 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?
ii) Anh/Ch cho rng cc pht biu ny tt cha? Nu cha nn thay
i th no?
iii) Vi tng hng mc, c cn b sung hoc loi b pht biu no khng?
2. Mong i s thun tin khi s dng dch v MHTQM : mc tin
Ph luc- 2

Ph lc
tng ca ngi tiu dng rng dch v MHTQM s gip h thun tin hn
l mua hng trc tip cc ca hng
4. Ti thy dch v MHTQM c ch trong vic tit kim thi gian ca
ca ti.
5. Ti thy s dng dch v MHTQM gip h tm thng tin v sn phm
nhanh hn
6. Ti thy s dng dch v MHTQM gip tha mn nhu cu gii tr,
gim cng thng cho ti
7. Ti thy s dng dch v MHTQM gip ti c th mua sm bt k lc
no.
i th no?
3. Nhn thc tnh d s dng dch v MHTQM:ngi tiu dng cm thy
d dng thc hin cc thao tc MHTQM.
8. Hc cch s dng dch v mua hng in t qua mng d dng i vi
ti
9. Ti thy dch v mua hng in t qua mng d s dng
10. Cch thc s dng dch v MHTQM l r rng v d hiu
11. Ti d dng tr thnh ngi bit s dng dch v MHTQM thnh
tho.
i th no?
4. nh hng x hi khi s dng dch v MHTQM: nhng nh hng
t pha nhng ngi xung quanh trong vic khuyn khch, ng h ngi
dng s dng dch v MHTQM.
12. Gia nh (ba m, anh ch em, h hng) ngh rng ti nn s dng
MHTQM
13. Bn b, ng nghip, khch hng ca ti s dng dch v MHTQM
v h gii thiu cho ti s dng n.
14. T chc ni ti lm vic, hc tp v sinh hot cng ng ng h ti s
dng dch v MHTQM
Ph luc- 3

Ph lc
15.Phng tin truyn thng thng nhc ti MHTQM nn ti tham gia
v s dng th.
i th no?
iii) Vi tng hng mc, c cn b sung hoc loi b pht biu no
khng?
5. Cm nhn s thch th khi s dng dch v MHTQM: cm nhn s
yu thch khi s dng MHTQM.
16. S dng Internet lt web hng ngy l s thch ca ti.
17. Ti c th vui truy cp vo cc website c dch v MHTQM..
18. Ti thch cch thit k, ni dung thng tin trn cc trang website bn
hng qua mng.
i th no?
khng?
6. Nhn thc ri ro lin quan n s dng dch v MHTQM: mc lo
lng, bn khon khi s dng dch v MHTQM.
19. Ti e rng MHTQM khng c cc tnh nng v hiu qu nh c
qung co
20. Ti lo rng thng tin c nhn ca ti s b tit l cho i tc th 3 m
ti khng mong mun .
21. Ti lo ngi rng v an ton ca vic thanh ton, ti s b mt ti
khon, t dn n mt tin bc
22. Ti lo rng s dng MHTQM lm mt thi gian, tin bc ca h
nhng khng em li hiu qu.

i th no?
khng?
7. nh s dng dch v MHTQM: nh ca ngi dng s tip tc
(nu h s dng) hoc s s dng (nu h cha s dng) dch v
Ph luc- 4

Ph lc
MHTQM
23. Ti nh s s dng (hoc tip tc s dng) MHTQM trong
thi gian ti.
24. Ti on l mnh s s dng (hoc tip tc s dng) MHTQM
trong thi gian ti
25. Ti s tm hiu s dng thnh tho MHTQM trong thi gian
ti.
26. Ti s gii thiu cho nhiu ngi cng s dng MHTQM
i th no?
khng?

Chn thnh cm n Anh/Ch ginh thi gian tho lun, knh chc Anh/Ch mnh
khe, hnh phc v thnh cng trong cuc sng.

Ph luc- 5

Ph lc
PH LC II: BNG CU HI KHO ST
Cho Anh/Ch,
Ti tn Hong Quc Cng, l hc vin cao hc MBA trng i hc Bch Khoa
TPHCM. Hin ti, ti ang thc hin ti Nghin cu cc yu t nh hng n
nh s dng dch v mua hng in t qua mng (MHTQM). Rt mong Anh/Ch
dnh cht thi gian tr li mt s cu hi sau y. Trong bng cu hi ny, khng c
quan im hoc thi no l ng hay sai, tt c cc kin u l thng tin hu ch cho
nghin cu.
Xin chn thnh cm n Anh/Ch.
TP. HCM, ngy 05 thng 04 nm 2010

Hong Quc Cng

A. Anh/Ch vui lng nh du cho (X) trc tip vo cc thch hp vi chn la.
1. Anh/Ch vui lng cho bit s nm kinh nghim s dng Internet ca Anh/Ch? (ch
chn mt)
Di 1 nm T 1 n 3 nm T 3 n 5 nm T 5 n 7 nm
Trn 7 nm
2. Anh/Ch cho bit thi gian s dng Internet trung bnh/1 ngy ca Anh/Ch? (ch
chn mt)
Di 0.5 gi T 0.5~2 gi T 2~4 gi T 4~6 gi Hn 6 gi
3. Anh/Ch c bit n website MHTQM no di y? (c th chn nhiu la chn)
chodientu.vn megabuy.vn 123mua.com.vn ebay.vn amazon.com
5giay.vn Khc:
4. Anh/Ch cho bit thi gian (trung bnh)/1 ln truy cp vo cc website MHTQM?
(chn mt)
Cha s dng Di 10 pht T 10~30 pht Hn 30 pht
5. Anh/Ch cho bit s ln truy cp/1 thng vo cc MHTQM 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

B. Di y l cc pht biu v cc yu t nh hng n nh s dng MHTQM.
Anh/Ch vui lng cho bit mc ng ca mnh i vi cc pht biu bng cch nh
du (X) vo cc thch hp.
Ph luc- 6

Ph lc

Pht biu

Khng
ng

Bnh
thng

ng

Hon
ton
ng
I. Mong i v gi khi s dng dch v MHTQM
1. Ti thy gi c ca cc mn hng in t trn mng r
hn so vi gi c ca hng
1 2 3 4 5
2. S dng dch v MHTQM gip ti d dng so snh v
gi.
1 2 3 4 5
3. S dng dch v MHTQM c th gip ti tit kim
c chi ph i li xem hng
1 2 3 4 5
4. Cc khuyn mi trn cc trang web c dch v
MHTQM gip ti tit kim tin bc.
1 2 3 4 5
II. Nhn thc s thun tin khi s dng dch v MHTQM
5. Ti thy dch v MHTQM c ch trong vic tit kim
thi gian ca ti
1 2 3 4 5
6. Ti thy s dng dch v MHTQM gip ti tm thng
tin v sn phm mt cch nhanh chng
1 2 3 4 5
7. Ti thy s dng dch v MHTQM gip ti mua sn
phm bt c ni no
1 2 3 4 5
8. Ti thy s dng dch v MHTQM gip ti c th
mua sm bt k lc no
1 2 3 4 5
III. Nhn thc tnh d s dng dch v MHTQM
9. Th tc ng k, mua sm v thanh ton ca dch v
MHTQM kh n gin i vi ti
1 2 3 4 5
10. Ti d dng tm c sn phm m mnh cn khi s
dng dch v MHTQM.
1 2 3 4 5
11. Cc chc nng trong cc website MHTQM l r
ang v d hiu
1 2 3 4 5
12. S dng dch v MHTQM gip ti d dng so snh
thng s k thut gia cc sn phm.
1 2 3 4 5
IV. nh hng x hi khi s dng dch v MHTQM
13. Gia nh (ba m, anh ch em, h hng) ngh rng ti
nn s dng MHTQM
1 2 3 4 5
14. Bn b, ng nghip, khch hng ca ti s dng dch
v MHTQM v h gii thiu cho ti s dng n
1 2 3 4 5
15. T chc ni ti lm vic, hc tp v sinh hot cng
ng ng h ti s dng dch v MHTQM
1 2 3 4 5
Hon
ton
khng
ng
Ph luc- 7

Ph lc
16.Phng tin truyn thng thng nhc ti
MHTQM nn ti tham gia v s dng th.
1 2 3 4 5
V. Cm nhn s thch th khi s dng dch v MHTQM
17. Ti c th vui truy cp vo cc website c dch v
MHTQM
1 2 3 4 5
18. Ti thch vo cc website c dch v MHTQM
tm cc mn hng him.
1 2 3 4 5
19. Ti thch cch thit k, trnh by trn cc trang
website c dch v MHTQM
1 2 3 4 5
20. Cc thng tin khuyn mi trn cc website c dch
v MHTQM rt cun ht ti.
1 2 3 4 5
VI. Nhn thc ri ro lin quan n s dng dch v MHTQM
21. Ti e rng MHTQM khng c cc tnh nng v
hiu qu nh c qung co
1 2 3 4 5
22. Ti lo rng thng tin c nhn ca ti s b tit l
cho i tc th 3 m ti khng mong mun
1 2 3 4 5
23. Ti lo ngi rng v an ton ca vic thanh ton,
ti s b mt ti khon, t dn n mt tin bc
1 2 3 4 5
24. Ti lo rng s dng MHTQM lm mt thi gian,
tin bc ca h nhng khng em li hiu qu.
1 2 3 4 5
VII. nh s dng dch v MHTQM:
25. Ti d nh s s dng (hoc tip tc s dng)
MHTQM trong thi gian ti.
1 2 3 4 5
26. Ti cho rng mnh s s dng (hoc tip tc s
dng) MHTQM trong thi gian ti
1 2 3 4 5
27. Ti s tm hiu s dng thnh tho MHTQM
trong thi gian ti.
1 2 3 4 5
28. Ti s gii thiu cho nhiu ngi cng s dng
MHTQM
1 2 3 4 5
C.Thng tin phn nhm v thng k
1. Gii tnh: N Nam
2. Nhm tui: Di 22 T 22~24 T 25~27 T 28~30 T 31~40 Trn 40
3. Xin vui lng cho bit thu nhp hng thng ca Anh/Ch:
< 3 triu t 3 triu n 5 triu t 5 triu n 10 triu > 10 triu
4. Email: : 5. H Tn: .
Xin cm n v chc Anh/Ch thnh cng trong cuc sng!
Ph luc- 8

Ph lc
PH LC III: KT QU NGHIN CU
III.1 THNG K M T CC BIN QUAN ST
Descriptive Statistics

N Min Max Mean
Std.
Deviation Skewness Kurtosis

Statistic Statistic Std. Error Statistic Std. Error
Price_01 467 1 5 3.52 .920 .257 .113 -.779 .225
Price_02 467 1 5 3.94 .892 -.182 .113 -.985 .225
Price_03 467 1 5 3.57 .832 .821 .113 -.755 .225
Price_04 467 1 5 3.49 .868 .594 .113 -.544 .225
Conve_05 467 1 5 3.26 1.127 -.663 .113 -.354 .225
Conve_06 467 1 5 3.45 1.035 -.837 .113 .087 .225
Conve_07
467 1 5 3.91 .843 -1.099 .113 1.950 .225
Conve_08
467 1 5 3.56 1.027 -.805 .113 .359 .225
PEasy_09 467 1 5 3.14 1.025 -.437 .113 -.424 .225
PEasy_10 467 1 5 2.82 1.098 -.333 .113 -1.047 .225
PEasy_11 467 1 5 3.21 1.244 -.325 .113 -.891 .225
PEasy_12
467 1 5 3.15 1.185 -.343 .113 -.885 .225
SoInf_13
467 1 5 3.16 1.224 -.600 .113 -.745 .225
SoInf_14
467 1 5 3.10 1.170 -.564 .113 -.675 .225
SoInf_15 467 1 5 3.47 1.081 -.826 .113 .154 .225
SoInf_16 467 1 5 3.33 1.100 -.550 .113 -.393 .225
Enjoy_17 467 1 5 3.79 .990 -1.033 .113 .875 .225
Enjoy_18 467 1 5 3.71 .926 -.973 .113 .947 .225
Enjoy_19 467 1 5 3.71 1.030 -1.055 .113 .766 .225
Enjoy_20 467 1 5 3.54 1.090 -1.089 .113 .550 .225
PRisk_21 467 1 5 2.81 1.186 .297 .113 -.783 .225
PRisk_22 467 1 5 2.67 1.357 .378 .113 -1.103 .225
PRisk_23 467 1 5 2.70 1.346 .360 .113 -1.075 .225
PRisk_24 467 1 5 2.96 1.283 .178 .113 -1.077 .225

Ph luc- 9

Ph lc
III.2 PHN TCH TIN CY THANG O
Yu
t
Bin quan st Gi tr trung
bnh
lch
chun
Tng quan
bin tng
Crombach Alpha
nu bin b loi
Price_01 3.52 .920 .681 .731
Price_02 3.94 .892 .542 .799
Price_03 3.57 .832 .662 .743
Price_04 3.49 .868 .620 .761
M
o
n
g

i

v

g
i

H s Crombachs Alpha ca yu t: 0.808
Conve_05 3.26 1.127 .531 .762
Conve_06 3.45 1.035 .718 .654
Conve_07 3.91 .843 .478 .778
Conve_08 3.56 1.027 .638 .699
N
h
n

t
h
c

s

t
h
u
n

t
i
n

H s Crombachs Alpha ca yu t: .781
PEasy_09 3.14 1.025 .594 .715
PEasy_10 2.82 1.098 .587 .716
PEasy_11 3.21 1.244 .531 .748
PEasy_12 3.15 1.185 .610 .703
N
h
n

t
h
c

t
n
h

d
n
g

SoInf_13 3.16 1.224 .720 .745
SoInf_14 3.10 1.170 .714 .748
SoInf_15 3.47 1.081 .594 .803
SoInf_16 3.33 1.100 .574 .812
n
h

h
n
g

x
i


Ph luc- 10

Ph lc

Yu
t
Bin quan
st
Gi tr trung
bnh
lch
chun
Tng quan
bin tng
Crombach Alpha
nu bin b loi
Enjoy_17 3.79 .990 .735 .823
Enjoy_18 3.71 .926 .743 .821
Enjoy_19 3.71 1.030 .793 .797
Enjoy_20 3.54 1.090 .614 .875
C
m

n
h
n

s

t
h
c
h

t
h

PRisk_21 2.81 1.186 .706 .738
PRisk_22 2.67 1.357 .755 .706
PRisk_23 2.70 1.346 .721 .724
PRisk_24 2.96 1.283 .390 .874
N
h
n

t
h
c

r
i

r
o

Inten_25
3.46 .818 .606 .779
Inten_26
3.39 .819 .696 .737
Inten_27
3.55 .869 .677 .745
Inten_28
3.51 .803 .558 .800
n
h

s
n
g


III.3 D LIU PHN TCH NHN T EFA

III.3.1 D liu phn tch nhn t EFA ln 1

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .841
Approx. Chi-Square 7051.368
df 378.000
Bartlett's Test of Sphericity
Sig. .000

Ph luc- 11

Ph lc

Total Variance Explained
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Compo
nent
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulat
ive %
1 7.669 27.388 27.388 7.669 27.388 27.388 2.884 10.300 10.300
2 3.066 10.949 38.337 3.066 10.949 38.337 2.871 10.255 20.555
3 2.556 9.127 47.464 2.556 9.127 47.464 2.681 9.575 30.130
4 1.691 6.041 53.505 1.691 6.041 53.505 2.676 9.556 39.686
5 1.603 5.724 59.229 1.603 5.724 59.229 2.609 9.316 49.002
6 1.315 4.697 63.925 1.315 4.697 63.925 2.607 9.312 58.315
7 1.031 3.683 67.608 1.031 3.683 67.608 2.602 9.293 67.608
8 .909 3.245 70.854

9 .823 2.941 73.794

10 .799 2.854 76.648

11 .687 2.453 79.101

12 .587 2.098 81.199

13 .569 2.031 83.230

14 .541 1.932 85.162

15 .504 1.799 86.961

16 .440 1.572 88.533

17 .406 1.451 89.984

18 .371 1.326 91.311

19 .349 1.245 92.556

20 .332 1.187 93.743

21 .310 1.106 94.850

22 .280 1.000 95.849

23 .251 .898 96.747

24 .236 .843 97.590

25 .223 .798 98.388

26 .202 .721 99.109

27 .190 .678 99.787

Ph luc- 12

Ph lc
a

Component
Tn bin
M ha 1 2 3 4 5 6 7
Tien loi-tim thong tin nhanh chong
Conve_06
.816

Tien loi-mua sam bat cu khi nao
Conve_07
.737

Tien loi-mua sam bat cu luc nao
Conve_08
.664

Conve_05
.615

Xa hoi- truyen thong thuyet phuc SoInf_16 .498

Enjoy_19
.843

Enjoy_18
.802

Enjoy_17
.798

Enjoy_20
.616

Inten_26
.766

Inten_25
.744

Inten_27
.726

Y dinh- se gt cho nhieu nguoi sd
Inten_28
.659

Price_01
.842

Price_03
.795

Gia-tiet kiem tien do khuyen mai
Price_04
.754

Gia-de so sanh gia
Price_02
.736

Xa hoi-nguoi than khuyen khich SoInf_13

.771

Xa hoi-Dong nghiep khuyen khich
SoInf_14

.730


.643

PEasy_12
.766

De dang-de so sanh dac tinh sp
PEasy_11
.726

PEasy_10
.675

PEasy_09
.645

PRisk_22
.925
PRisk_23
.910
PRisk_21
.782
Rui ro-mat thoi gian,khong hieu qua
PRisk_24
.442
Ph luc- 13

Ph lc
III.3.2 D liu phn tch nhn t EFA ln 2
Kt qu phn tch nhn t sau khi loi bin PRisk_24 v bin SoInf_16
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .833
Approx. Chi-Square 6467.699
df 325.000
Bartlett's Test of Sphericity
Sig. .000

Total Variance Explained
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Compo
nent
Total
% of
Variance Cumulative % Total
% of
Varianc
e
Cumulative
% Total
% of
Variance
Cumulative
%
1 7.095 27.287 27.287 7.095 27.287 27.287 2.812 10.816 10.816
2 3.015 11.598 38.885 3.015 11.598 38.885 2.665 10.251 21.067
3 2.435 9.364 48.249 2.435 9.364 48.249 2.654 10.207 31.273
4 1.646 6.329 54.578 1.646 6.329 54.578 2.554 9.822 41.095
5 1.509 5.803 60.382 1.509 5.803 60.382 2.511 9.659 50.754
6 1.312 5.045 65.427 1.312 5.045 65.427 2.435 9.366 60.120
7 1.024 3.937 69.364 1.024 3.937 69.364 2.404 9.244 69.364
8 .886 3.409 72.774

9 .818 3.147 75.921

10 .670 2.578 78.499

11 .587 2.259 80.758

12 .577 2.218 82.976

13 .555 2.134 85.110

14 .493 1.897 87.007

15 .417 1.605 88.612

16 .407 1.566 90.178

17 .377 1.450 91.628

18 .343 1.320 92.948

19 .327 1.257 94.205

Ph luc- 14

Ph lc
a

Component
Tn bin
M ha 1 2 3 4 5 6 7
Enjoy_19
.847

Enjoy_18
.816

Enjoy_17
.810

Enjoy_19
.604

Price_01

.842

Price_03

.794

Gia-tiet kiem tien do khuyen mai
Price_04

.754

Gia-de so sanh gia
Price_02

.736

Inten_26

.774

Inten_25

.750

Inten_27

.730

Y dinh- se gt cho nhieu nguoi sd
Inten_28

.658

Tien loi-tim thong tin nhanh chong
Conve_06

.811

Tien loi-mua sam bat cu khi nao
Conve_07

.738

Tien loi-mua sam bat cu luc nao
Conve_08

.664

Conve_05

.596

PEasy_12

.778

De dang-de so sanh dac tinh sp PEasy_11

.722

PEasy_10

.680

PEasy_09

.658

PRisk_22

.944

PRisk_23

.934

PRisk_21

.750

Xa hoi-nguoi than khuyen khich
SoInf_13

.794
Xa hoi-Dong nghiep khuyen khich SoInf_14

.758

.653
Extraction Method: Principal Component Analysis. Rotation Method:
Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

Ph luc- 15

Ph lc
III.4 D LIU PHN TCH TNG QUAN PEARSON
Correlations

Pearson Correlation 1.000 .237
**
.393
**
.435
**
.454
**
.389
**
-.276
**
Sig. (2-tailed)

.000 .000 .000 .000 .000 .000
INTEN
N 467.000 467 467 467 467 467 467
Pearson Correlation .237
**
1.000 .052 .026 .104
*
-.139
**
-.025
Sig. (2-tailed) .000

.262 .574 .025 .003 .596
PRICE
N 467 467.000 467 467 467 467 467
**
.052 1.000 .357
**
.584
**
.480
**
-.086
Sig. (2-tailed) .000 .262

.000 .000 .000 .063
CONVE
N 467 467 467.000 467 467 467 467
**
.026 .357
**
1.000 .436
**
.412
**
-.156
**
Sig. (2-tailed) .000 .574 .000

.000 .000 .001
PEASY
N 467 467 467 467.000 467 467 467
**
.104
*
.584
**
.436
**
1.000 .468
**
-.108
*
Sig. (2-tailed) .000 .025 .000 .000

.000 .020
SOINF
N 467 467 467 467 467.000 467 467

**
-.139
**
.480
**
.412
**
.468
**
1.000 -.165
**
Sig. (2-tailed) .000 .003 .000 .000 .000

.000
ENJOY
N 467 467 467 467 467 467.000 467
Pearson Correlation -.276
**
-.025 -.086 -.156
**
-.108
*
-.165
**
1.000
Sig. (2-tailed) .000 .596 .063 .001 .020 .000

PRISK
N 467 467 467 467 467 467 467.000
**. Correlation is significant at the 0.01 level (2-tailed).

III.5 HI QUY A BIN
Model Summary
b
Model R R Square Adjusted R Square
Std. Error of the
Estimate Durbin-Watson
1 .620
a
.384 .376 .52246 2.076

Ph luc- 16

Ph lc

ANOVA
b
Model Sum of Squares df Mean Square F Sig.
Regression 78.422 6 13.070 47.883 .000
a
Residual 125.563 460 .273

1
Total 203.985 466



Coefficients
a

Unstandardized Coefficients
Standardized
Coefficients Collinearity Statistics
Model
B Std. Error Beta
t Sig.
Tolerance VIF
(Constant) 1.298 .205

6.327 .000

1
PRICE .214 .036 .226 5.991 .000 .939 1.065
CONVE .087 .040 .104 2.199 .028 .599 1.670
PEASY .163 .032 .217 5.121 .000 .744 1.345
SOINF .118 .033 .177 3.634 .000 .567 1.764
ENJOY .131 .036 .169 3.677 .000 .636 1.572

PRISK -.103 .021 -.181 -4.843 .000 .962 1.040
a. Dependent Variable: INTEN

Ph luc- 17

Ph lc
III.6 D LIU PHN TCH S KHC BIT
III.6.1 D liu Phn tch s khc bit theo gii tnh

Test of Homogeneity of Variances

Levene Statistic df1 df2 Sig.
INTEN 1.500 1 465 .221
PRICE 64.306 1 465 .000

CONVE 9.254 1 465 .002
PEASY .051 1 465 .821
SOINF .015 1 465 .902
ENJOY .869 1 465 .352
PRISK 2.578 1 465 .109

ANOVA

Sum of Squares df Mean Square F Sig.
Between Groups 2.596 1 2.596 5.994 .015
Within Groups 201.389 465 .433

INTEN
Total 203.985 466

Between Groups 7.850 1 7.850 16.570 .000

PRICE
Total 228.144 466

Between Groups 2.027 1 2.027 3.290 .070

CONVE
Total 288.556 466

Between Groups .264 1 .264 .340 .560

PEASY
Total 361.921 466

Between Groups 2.467 1 2.467 2.535 .112

SOINF
Total 455.112 466

Between Groups .328 1 .328 .448 .503 ENJOY

Ph luc- 18

Ph lc

Total 340.105 466

Between Groups 6.764 1 6.764 5.067 .025
Within Groups 620.748 465 1.335

PRISK
Total 627.511 466

Descriptives

95% Confidence Enjoyval
for Mean

N Mean
Std.
Deviation
Std.
Error
Lower Bound
Upper
Bound
Minimum Maximum
Male 210 3.5536 .64272 .04435 3.4661 3.6410 2.00 5.00
Female 257 3.4037 .67040 .04182 3.3213 3.4860 1.75 5.00
INTEN
Total 467 3.4711 .66162 .03062 3.4109 3.5313 1.75 5.00
Male 210 3.7762 .82784 .05713 3.6636 3.8888 1.50 5.00
Female 257 3.5156 .54866 .03422 3.4482 3.5830 1.75 4.50
PRICE
Total 467 3.6328 .69970 .03238 3.5691 3.6964 1.50 5.00
Male 210 3.6179 .69652 .04806 3.5231 3.7126 1.75 5.00
Female 257 3.4854 .85040 .05305 3.3809 3.5899 1.00 5.00
CONVE
Total 467 3.5450 .78690 .03641 3.4734 3.6165 1.00 5.00
Male 210 3.0524 .86547 .05972 2.9346 3.1701 1.00 4.50
Female 257 3.1002 .89510 .05583 2.9902 3.2101 1.00 5.00
PEASY
Total 467 3.0787 .88128 .04078 2.9986 3.1588 1.00 5.00
Male 210 3.3238 .99543 .06869 3.1884 3.4592 1.00 5.00
Female 257 3.1777 .97938 .06109 3.0574 3.2980 1.00 5.00
SOINF
Total 467 3.2434 .98825 .04573 3.1535 3.3333 1.00 5.00
Male 210 3.7167 .85390 .05892 3.6005 3.8328 1.50 5.00
Female 257 3.6634 .85556 .05337 3.5583 3.7685 1.25 5.00
ENJOY
Total 467 3.6874 .85431 .03953 3.6097 3.7651 1.25 5.00
Male 210 2.5921 1.12070 .07734 2.4396 2.7445 1.00 5.00
Female 257 2.8340 1.18297 .07379 2.6887 2.9793 1.00 5.00
PRISK
Total 467 2.7252 1.16043 .05370 2.6197 2.8307 1.00 5.00

Ph luc- 19

Ph lc
III.6.2 D liu phn tch s khc bit theo tui tc


INTEN .004 1 465 .948
PRICE 35.510 1 465 .000

CONVE 1.497 1 465 .222
PEASY .324 1 465 .570
SOINF .561 1 465 .454
ENJOY 2.811 1 465 .094
PRISK 5.532 1 465 .019

ANOVA

Between Groups .596 1 .596 1.363 .244

INTEN
Total 203.985 466

Between Groups 21.451 1 21.451 48.260 .000

PRICE
Total 228.144 466

Between Groups .013 1 .013 .021 .885

CONVE
Total 288.556 466

Between Groups 4.200 1 4.200 5.459 .020

PEASY
Total 361.921 466

Between Groups .949 1 .949 .972 .325

SOINF
Total 455.112 466

Between Groups .000 1 .000 .001 .981

ENJOY
Total 340.105 466

Ph luc- 20

Ph lc
Between Groups .093 1 .093 .069 .793
Within Groups 627.418 465 1.349

PRISK
Total 627.511 466

Descriptives

95% Confidence Interval for
Mean
N Mean
Std.
Deviation Std. Error
Lower Bound Upper Bound
Minimum
Maximu
m
Equal or
under30
320 3.4953 .66629 .03725 3.4220 3.5686 1.75 5.00
over 30 147 3.4184 .65045 .05365 3.3123 3.5244 2.00 4.50
INTEN
Total 467 3.4711 .66162 .03062 3.4109 3.5313 1.75 5.00
Equal or
under30
320 3.4875 .63487 .03549 3.4177 3.5573 1.50 5.00
over 30 147 3.9490 .73147 .06033 3.8297 4.0682 3.00 5.00
PRICE
Total 467 3.6328 .69970 .03238 3.5691 3.6964 1.50 5.00
Equal or
under30
320 3.5414 .81476 .04555 3.4518 3.6310 1.00 5.00
over 30 147 3.5527 .72518 .05981 3.4345 3.6709 1.75 5.00
CONVE
Total 467 3.5450 .78690 .03641 3.4734 3.6165 1.00 5.00
Equal or
under30
320 3.1430 .88242 .04933 3.0459 3.2400 1.00 5.00
over 30 147 2.9388 .86533 .07137 2.7977 3.0798 1.00 4.75
PEASY
Total 467 3.0787 .88128 .04078 2.9986 3.1588 1.00 5.00
Equal or
under30
320 3.2740 1.00726 .05631 3.1632 3.3847 1.00 5.00
over 30 147 3.1769 .94547 .07798 3.0228 3.3310 1.00 4.33
SOINF
Total 467 3.2434 .98825 .04573 3.1535 3.3333 1.00 5.00
Equal or
under30
320 3.68672 .879104 .049143 3.59003 3.78340 1.250 5.000
over 30 147 3.68878 .800573 .066030 3.55828 3.81927 1.500 5.000
ENJOY
Total 467 3.68737 .854307 .039533 3.60968 3.76505 1.250 5.000
PRISK Equal or
under30
320 2.7156 1.11325 .06223 2.5932 2.8381 1.00 5.00
Ph luc- 21

Ph lc
over 30 147 2.7460 1.26077 .10399 2.5405 2.9515 1.00 5.00
Total 467 2.7252 1.16043 .05370 2.6197 2.8307 1.00 5.00
III.6.3 D liu phn tch s khc bit theo thu nhp


INTEN .072 1 465 .789
PRICE 16.679 1 465 .000
CONVE 3.711 1 465 .055
PEASY .741 1 465 .390
SOINF .491 1 465 .484
ENJOY 6.961 1 465 .009
PRISK .330 1 465 .566

ANOVA

Between Groups 2.417 1 2.417 5.576 .019

INTEN
Total 203.985 466

Between Groups .459 1 .459 .937 .334

PRICE
Total 228.144 466

Between Groups .636 1 .636 1.027 .312

CONVE
Total 288.556 466

Between Groups 1.308 1 1.308 1.686 .195

PEASY
Total 361.921 466

Between Groups 4.070 1 4.070 4.196 .041

SOINF
Total 455.112 466

Between Groups .000 1 .000 .000 .984 ENJOY

Ph luc- 22

Ph lc

Total 340.105 466

Between Groups 1.875 1 1.875 1.394 .238
Within Groups 625.636 465 1.345

PRISK
Total 627.511 466

Descriptives
95% Confidence
Enterval for Mean

N Mean
Std.
Deviation
Std.
Error
Lower
Bound
Upper
Bound
Minimum Maximum
Under or equal
5M
141 3.3617 .66172 .05573 3.2515 3.4719 2.00 5.00
over 5M 326 3.5184 .65695 .03639 3.4468 3.5900 1.75 5.00
INTEN
Total 467 3.4711 .66162 .03062 3.4109 3.5313 1.75 5.00

Descriptives
95% Confidence
Enterval for Mean

N Mean
Std.
Deviation
Std.
Error
Lower
Bound
Upper
Bound
Minimum Maximum
Under or equal
5M
141 3.5851 .81768 .06886 3.4490 3.7212 1.50 5.00
over 5M 326 3.6534 .64231 .03557 3.5834 3.7234 2.25 5.00
PRICE
Total 467 3.6328 .69970 .03238 3.5691 3.6964 1.50 5.00
Under or equal
5M
141 3.6011 .72702 .06123 3.4800 3.7221 1.00 5.00
over 5M 326 3.5207 .81131 .04493 3.4323 3.6091 1.00 5.00
CONVE
Total 467 3.5450 .78690 .03641 3.4734 3.6165 1.00 5.00
Under or equal
5M
141 2.9982 .88110 .07420 2.8515 3.1449 1.00 5.00
over 5M 326 3.1135 .88043 .04876 3.0176 3.2094 1.00 5.00
PEASY
Total 467 3.0787 .88128 .04078 2.9986 3.1588 1.00 5.00
Under or equal
5M
141 3.3853 .96550 .08131 3.2246 3.5461 1.00 5.00
SOINF
over 5M 326 3.1820 .99311 .05500 3.0738 3.2902 1.00 5.00
Ph luc- 23

Ph lc

Total 467 3.2434 .98825 .04573 3.1535 3.3333 1.00 5.00
Under or equal
5M
141 3.6862 .94368 .07947 3.5290 3.8433 1.25 5.00
over 5M 326 3.6879 .81416 .04509 3.5992 3.7766 1.25 5.00
ENJOY
Total 467 3.6874 .85431 .03953 3.6097 3.7651 1.25 5.00
Under or equal
5M
141 2.6288 1.13326 .09544 2.4402 2.8175 1.00 5.00
over 5M 326 2.7669 1.17124 .06487 2.6393 2.8945 1.00 5.00
PRISK
Total
467 2.7252 1.16043 .05370 2.6197 2.8307 1.00 5.00
Ph luc- 24

Ph lc
PH LC IV: TI LIU THAM KHO
IV.1 TI LIU THAM KHO NC NGOI

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Ph luc- 28

Ph lc

L LCH TRCH NGANG

I. THNG TIN C NHN
H tn
HONG QUC CNG

Ngy sinh
01_/01_/_1979

Ni sinh
Tp Cn Th
Nam:
N :

S CMND.

361698376

Cp ngy

02/ 04/ 2010

Ti
Cn Th

Quc tch
Vit Nam

Tnh trng hn nhn

c thn
Lp gia nh

Tui : 31

a ch lin h
69/1/25/5 TCH03 phng Tn Chnh Hip, Qun 12, tp H Ch Minh
S T nh :08-62520058
S TD: 0904421280
Email: _hquoccuong@gmail.com

II. QU TRNH O TO
Thi gian Tn Trng a ch Ngnh Hc Vn bng
T 2008- nay H Bch Khoa TP H Ch Minh
268 L Thng Kit, Q10, HCM
Qun tr kinh doanh Cao hc QTKD
T 1997 - 2002 H Bch Khoa TP H Ch Minh
268 L Thng Kit, Q10, HCM
in t - Vin
Thng
K s in t-
Vin Thng

III. QU TRNH LM VIC
Thi gian Tn cng ty a ch Chc v
2010 - nay Cng ty Thermtrol Vit Nam
56 i l c Lp, VSIP, Bnh Dng
Trng phng iu hnh
Thermo Protector kim
Trng phng qun l d n
2008 - 2009 Cng ty Memsonics Vit Nam
ng 4, KCN ng An, Bnh Dng
Trng phng sn xut
2006 - 2008 Cng ty Sonion Vit Nam
L I3-9 SHTP, Q9, TP HCM
K s cht lng
2002 - 2006 Cng ty ESTec Vit Nam
S 6 ng 6,VSIP, Bnh Dng
K s nghin cu

Ph luc- 29

Luận văn Nghiên cứu các yếu tố ảnh hưởng đến ý định sử dụng dịch vụ mua hàng điện tử qua mạng Năm 2010 PDF

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