TRNG I HC M TP.

HCM CHNG TRNH O TO C BIT

TI NGHIN CU KHOA HC SINH VIN " XU HNG MUA SM TRC TUYN CA SINH VIN TRN A BN THNH PH H CH MINH"

NHM THC HIN NGUYN PH QU NGUYN HNG C TRNH THY NGN

Nm 2012
Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

Tm tt ti
B cc ca ti gm 3 phn Phn 1: Tng quan v ti Phn ny s gii thiu ti sao chn ti, phm vi ca ti, tnh cp thit ca ti, ng thi gii thiu phng php nghin cu , cng nh cc c s l thuyt ca nghin cu. Phn 2: Ni dung nghin cu Phn ny s trnh by nhng kt qu nghin cu c, gm 3 phn: m t mu nghin cu, hnh vi mua sm trc tuyn, nhng yu t nh hng n vic mua sm trc tuyn Phn 3: Kt lun v nhng xut Kt lun v cc kt qu ca nghin cu, v a ra nhng xut ph hp

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

Mc lc

PHN 1: TNG QUAN V TI

1. 2. GII THIU TI .............................................................................. 1 TNG QUAN V TNH HNH NGHIN CU .................................... 1 2.1. 2.2. 3. 4. 5. 6. 7. 8. 9. Tng quan th trng thng mi in t Vit Nam............................ 1 Cc ti nghin cu trc y ......................................................... 4

TNH CP THIT CA TI ........................................................... 6 PHM VI NGHIN CU ....................................................................... 7 MC TIU NGHIN CU..................................................................... 7 C S L THUYT ............................................................................... 8 GI THUYT V M HNH NGHIN CU .................................... 12 I TNG V TNG TH NGHIN CU ................................... 13 QUY TRNH NGHIN CU ................................................................ 13 9.1. Nghin cu ti bn ........................................................................... 13 Mc ch ..................................................................................................... 13 Quy trnh ..................................................................................................... 14 9.2. Nghin cu nh tnh ........................................................................ 14 Mc ch ..................................................................................................... 14 Chn mu .................................................................................................... 15 Quy trnh ..................................................................................................... 15 9.3. Nghin cu nh lng ..................................................................... 15 Mc ch ..................................................................................................... 15 Phng php nghin cu ........................................................................... 16 Chn mu .................................................................................................... 16

10.

NHNG GII HN, HN CH CA TI ................................. 16

Gii hn ca ti ...................................................................................... 16 Hn ch v kin thc .................................................................................. 16

PHN 2: NI DUNG NGHIN CU

1. M T MU NGHIN CU ............................................................... 18 1.1. Mu nghin cu ................................................................................ 18

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

1.2. 1.3. 1.4. 1.5. 1.6. 2. 2.1. 2.2. 2.3. 2.4. 2.5. 2.6. 2.7.

Ni c tr ......................................................................................... 18 Gii tnh ........................................................................................... 18 Thi gian s dng internet hng ngy .............................................. 19 Chi tiu hng thng .......................................................................... 20 Mc gi sn sng chp nhn khi mua sm trc tuyn ....................... 20 Cc loi hng ha sinh vin thng chn mua sm trc tuyn ......... 21 S khc bit trong chn la cc danh mc mua sm trc tuyn. ....... 22 Cc trang web sinh vin thng mua trc tuyn ............................... 26 Mc chi tiu, mc gi sn sng chp nhn v tn sut mua trc tuyn 28 Tn sut mua sm trc tuyn. ........................................................... 29 Tham chiu trong mua sm trc tuyn .............................................. 30 Xp hng cc yu t nh hng n mua sm trc tuyn ca sinh vin ......................................................................................................... 31

HNH VI MUA SM TRC TUYN ................................................. 21

3. C C NH N T NH HNG N VIC MUA SM TRC TUYN ........................................................................................................... 33 3.1. M hnh v cc gi thuyt nghin cu .............................................. 33 M hnh nghin cu .................................................................... 33 Thang o .................................................................................... 34 c nh mi tng quan gi a cc nhn t v cc yu t ph thu c . 36 T nh tin li v s hi l ng ......................................................... 36 T nh thoi mi v s hi l ng ..................................................... 36 u t gi v s hi l ng ............................................................ 37 h n ng la chn hng ha trong mua s m trc tuyn v s hi ................................................................................................... 38 T nh p ng ca trang web mua bn vi s hi l ng ................ 38 T nh p ng ca trang web mua bn vi tn sut mua sm trc ................................................................................................... 38 tin tng trong mua sm trc tuyn v s hi l ng ca sinh ................................................................................................... 39 3.1.1. 3.1.2. 3.2. 3.3. 3.3.1. 3.3.2. 3.3.3. 3.3.4. l ng 3.3.5. 3.3.6. tuyn 3.3.7. vin

Kt qu phn tch cc nhn t khm ph (EFA) ............................... 34

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

3.3.8. tuyn 3.3.9. 3.4.

tin tng trong mua sm trc tuyn v tn s mua sm trc ................................................................................................... 39 hi l ng ca sinh vin v tn sut mua sm trc tuyn .......... 40

Phn tch hi quy .............................................................................. 40

PHN 3: KT LUN V XUT

1. KT LUN V XUT.................................................................... 41

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

PHN 1: TNG QUAN V TI

1. GII THIU TI Trong nhng nm gn y, vi s bng n mnh m ca cng ngh thng tin v internet Vit Nam, cc hot ng giao dch, mua bn trc tuyn dn tr nn si hn, c h thng v c t chc bi bn hn, tr thnh mt phn khng th thiu i vi gii tr v c bit l sinh vin. Sinh hin nay l i tng trng thnh trong k nguyn internet, thu hiu v nm bt nhanh nhy cng ngh, tip thu v ng dng nhng ci mi trn th gii. Hot ng, mua bn giao dch xut hin v ph bin cc nc phng Ty t hn 1 thp k trc, nhng Vit Nam, loi hnh ny ch mi xut hin ph bin t 3~4 nm nay, cho nn trong tng lai khong 23 nm ti, khi c s h tng cng ngh thng tin ca Vit Nam tng i hon thin, th loi hnh thng mi in t (giao dch v mua bn trc tuyn) s bng n v tng trng mnh m, v sinh vin vi tt c s nng ng v tip nhn ci mi ca mnh s tr thnh nhm khch hng mc tiu ca loi hnh ny. l l do nhm chng ti quyt nh nghin cu v : " XU HNG MUA SM TRC TUYN CA SINH VIN TRN A BN TP.HCM HIN NAY. ".

2. TNG QUAN V TNH HNH NGHIN CU

2.1.

Tng quan th trng thng mi in t Vit Nam

Thng mi in t ngy cng ng vai tr quan trng trong hot ng ca cc doanh nghip, v vi tnh hnh kinh t vn cha c nhiu tn hiu khi sc, nm 2012 c d bo s chng kin s pht trin hn na ca cc loi hnh thng mi in t Vit Nam. Theo nh gi ca cc chuyn gia kinh t, trong nm 2011, Vit Nam chng kin s pht trin mnh m ca TMT khi nhiu doanh nghip ln v TMT trn th gii nh Alibaba, Rakuten u c u t mnh m vo Vit Nam. Xu hng ny c th s r hn trong nm 2012. Lnh vc TMT Vit Nam s thu ht s quan tm ln ca cc hng TMT hng u trn th gii, cng nh ca cc nh u t trc tip nc ngoi mun trin khai hot ng kinh doanh TMT Vit Nam, ng Nguyn Thanh Hng, Tng th k Hip hi TMT Vit Nam nhn nh.
Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

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Kt qu kho st gn y ca B Cng thng vi 2004 doanh nghip trong nc cho thy, gn 100% doanh nghip ng dng TMT quy m v cp khc nhau, trong c 70% tham gia website mua bn hng ha v nhiu doanh nghip t mc doanh thu chim n 33% tng doanh thu t cc knh khc.

Sn giao dch in t 5giay.vn PGS, TS L Danh Vnh, nguyn Th trng Thng trc B Cng Thng, Ch tch hip hi TMT Vit Nam cho rng, hin nay cc doanh nghip trong nc bit tn dng c hi u t vi nhng nh hng mi, trong pht trin thng qua knh thng mi in t ang l bc i to bo ca doanh nghip trong nn kinh t suy thoi, tim n nhiu ri ro nh hin nay.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

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Theo b Mai Thu Trang, ph trch marketing ca website vatgia.com, s pht trin ca TMT s mang li li ch rt ln cho nhng ai kinh doanh trc tuyn. Vic ng k m mt gian hng qua mng hin nay tng i n gin, chi ph thp, thm ch min ph, qun l thun tin, linh hot. Nu tham gia mt sn thng mi in t c uy tn, ch cc gian hng s khng phi au u v vic t mnh thit k website, mua v duy tr tn min, bo tr, thu my ch, chi ph marketing, chin lc tm kim th trng, gim thiu lu kho tn hng, khng cn qu nhiu kin thc kinh doanh nn tit kim c rt nhiu thi gian, chi ph, c bit c th qun l t xa v gn nh ai cng c th tham gia. Sau tc ng ca cuc khng hong ti chnh khin khng ch cc doanh nghip nh m c cc doanh nghip ln cng phi thu hp quy m, tit kim chi ph v tm ti nhng knh tip cn khch hng mi ph hp hn thng qua TMT, qua cc sn giao dch TMT. Rt nhiu bi hc, cu chuyn thnh cng nh ng dng TMT c chia s rng ri trong sut nm qua. 2012 c coi s l mt nm ha hn cho s bng n mnh m hn na vi TMT Vit Nam. V tng quan v th gia cc n v ang hot ng trong lnh vc thng mi in t ti Vit Nam, s liu thng k thng 1/2012 ca DoubleClick Ad Planner cho thy, vi 4,6 triu ngi dng, vatgia.com ang l website thng mi in t s mt ti Vit Nam, k n l baokim.vn v ebank.vtc.vn. Kt qu thng k ca Ad Planner da theo d liu tm kim trn Google, do ngi dng t nguyn chia s trn mng Internet.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

Vatgia.com vn l website dn u trong lnh vc thng mi in t ti Vit Nam. Trong khi , theo cng c xp hng Alexa, vatgia.com hin c xp th 11 ti Vit Nam. y l website chuyn v thng mi in t (TMT) duy nht lt top 15 website hng u trong nc, b kh xa so vi website th hai cng nhm l 5giay.vn v tr s 22. Mt iu ng ch l cc website c th hng cao nht thng thin v cc trang tin tc, cng thng tin in t, mng x hi. Tuy nhin, v th ca cc website TMT ngy cng cng c v vai tr ca TMT ngy cng c nh nc v x hi ch trng, u tin.

2.2.

Cc ti nghin cu trc y

Nghin cu ca San Francisco Chronicle :" Th trng mua sm trc tuyn Vit Nam tng trng bng n " cho thy cc yu t nhn khu hc ca vit nam nh : dn s tr, t l ngi s dng internet cao, t l dn thnh th cao, sn sng trong mua sm ang l mt th mnh cho tr trng mua sm trc tuyn ca vit nam c th pht trin mnh m trong nhng nm ngn y. Nghin cu cn ch ra tr ngi ln nht i vi hot ng mua sm trc tuyn Vit Nam hin nay l hot ng thanh ton, h thng thanh ton cha nht qun, cn vng nhiu khu trung gian.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

Nghin cu " hnh vi mua sm trc tuyn trong dp l M " nm 2009 ca cng ty Nielsen. Nghin cu cho thy ngi tiu dng mua hng qua mng khng phi v gi c, m ch yu v tnh tin li. C th l: Ngi tiu dng mua hng qua mng v: Tit kim chi ph i li: 53% D dng so snh gi c gia cc nh bn l trc tuyn so vi cc ca hng thc: 51% C th mua sm bt c khi no mnh thch: 69% Khng thch chen ln ti ca hng vo nhng dp l hi: 57% Ngi tiu dng khng thch mua hng qua mng do: Chi ph giao nhn v vn chuyn: 53% Thch nhn tn mt v s tn tay sn phm: 51% Thch i ngm v tm sn phm yu thch: 44% D dng tr li sn phm: 40% Nghin cu " xu hng mua sm qua mng ca c dn TP. HCM" nm 2009 ca nhm sinh vin trng H Kinh t Lut. Nghin cu cho thy nhng ngi thng mua qun o, giy dp, ph kin thi trang qua mng c s ln mua sm trc tuyn nhng hng ha khc (sch, hng in t, vv.v). Nghin cu cng ch ra 1 s yu t nh hng n xu hng mua hng qua mng ca ngi dn thnh ph HCM nh yu t v s tin tng vi hng ha trn mng, yu t thanh ton vv.v... Nghin cu v " xy dng thang o o lng nhng li ch v nguy c trong mua sm trc tuyn" ca nhm tc gi Sandra Forsythe, Chuanlan Liu, David Shannon, v Liu Chun Gardner trong t The Journal of Interactive marketing. Nghin cu xy dng c thang o cho nhng cu trc trong li ch ca mua sm trc tuyn nh : S tin li khi mua sm trc tuyn(Shopping Convenience), kh nng la chn sn phm trong mua sm trc tuyn (Product Selection), s thoi mi trong mua sm trc tuyn (Ease/Comfort of Shopping ), nim vui trong mua sm (Hedonic/Enjoyment). V cu trc cho nhng ri ro bao gm: Ri ro v ti chnh
Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

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(Financial risk), rui ro v sn phm (Product risk), ri ro v thi gian v s tin li (Time/Convinience Risk). Bo co " nh gi cc nghin cu v : thi v hnh vi khch hng trong mua sm trc tuyn " ca Na Li v Ping Zhang, i hc Syracuse. Nghin cu trnh by v l gii m hnh thi v hnh vi khch hng trong mua sm trc tuyn. ng thi cung cp nhng nhng bin c lp, bin ph thuc thng c s dng trong cc cuc nghin cu v hnh vi v thi khch hng trong mua sm trc tuyn. Trn y l nhng nghin cu chnh m chng ti s dng xy dng m hnh nghin cu ca nhm, cng nh k tha mt s kt qu c sn lm cho nghin cu ca chng ti ng tin cy hn. 3. TNH CP THIT CA TI Trong s 88 triu ngi Vit Nam, khong 1/3 s ngi ny s dng mng Internet, ch yu ngi tr sng thnh ph v lun sn sng mua sm. tui s dng internet ph bin nht l t 15-24 vi 91% trong tng s ngi tui 1519 c nghin cu tr li c s dng internet trong thng va qua, 89% trong tng s ngi tui 2024 c nghin cu tr li c s dng Internet trong thng va qua nghin cu Net Index ln th 3 v xu hng s dng Internet ti Vit Nam nm 2010, ca Yahoo v Kantar Vit Nam.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

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S ngi s dng Internet Vit Nam phn ln tui 15-24, c th thy tui ny a phn l hc sinh, sinh vin. Do , nhm khch hng mc tiu ca cc hnh thc thng mi in t, mua sm trc tuyn trong nhng nm gn y chnh l nhm i tng ny. Cho nn nhm chng ti quyt nh chn sinh vin lm i tng nghin cu chnh, v y l i tng tng i t do v chi tiu, c trnh cao, nm bt cng ngh. Nghin cu s cho thy nhng yu t chnh tc ng n hnh vi mua sm trc tuyn ca sinh vin, mc hi lng cng nh cc loi sn phm sinh vin thng mua sm trc tuyn. Ngoi ra nhng ti v ch mua sm trc tuyn Vit Nam vn cn t v cha ton din, cho nn nhm chng ti hy vng ti c th ng gp phn no lm t liu nghin cu cho nhng nhm sau ny, mun nghin cu su hn v thng mi in t ni chung v mua sm trc tuyn ni ring.

4. PHM VI NGHIN CU Nghin cu ch tin hnh vi nhng bn sinh vin cc trng i hc cao ng h chnh quy trn a bn TP. H Ch Minh tng mua sm trc tuyn.

5. MC TIU NGHIN CU Chng ti nhm n mc tiu chnh l phi ' xc nh c nhng yu t tc ng n vic mua sm trc tuyn i sinh vin TP.HCM' Mc tiu ny nhm ch ra cc yu t no tc ng n vic mua sm trc tuyn ca sinh vin trn a bn thnh ph h ch minh. Vi bin c lp l cc yu t s c lit k mc m hnh nghin cu, v bin ph thuc l " s ln mua sm trc tuyn ca sinh vin trong vng 1 nm qua", " mc hi lng i vi hnh thc mua sm trc tuyn", " nh tip tc mua sm trc tuyn", thng qua phn tch, chng ti c th xc nh c nhng yu t no nh hng n vic mua sm trc tuyn ca sinh vin trn a bn thnh ph H Ch Minh. T chng ti xc nh nhng mc tiu nh hn nh. o Xc nh c nhng sn phm thng c sinh vin giao dch trc tuyn.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

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o Tm ra thi v xc nh c mc hi lng ca sinh vin v cc yu t tc ng n s hi lng ca sinh vin 6. C S L THUYT L thuyt hnh vi ngi tiu dng ca Philip Kotler v Gary Amstrong M hnh hnh vi ngi tiu dng ca Philip Kotler v Gary Amstrong pht ha nhng c tnh quan trng nh hng n hnh vi ngi tiu dng. Cc c tnh ny c chia thnh hai nhm. Nhm nhng yu t ni ti ca ngi tiu dng. Nhng yu t ny bao gm ngh nghip, tui tc, yu t tm l, nim tin..., trong bi nghin cu ny, nhm chng ti chn nhng yu t ni ti l gii tnh, nim tin v thi vi hnh thc mua sm trc tuyn. Nhm nhng iu kin x hi, vn ha c s dng trong bi nghin cu ny l gia nh, s khc bit vng min, nhm tham kho trong mua sm trc tuyn.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

U VO

Kch t marketing Thng hiu Gi c Chiu th Phn Phi

Kch t phi marketing Kinh t Chnh tr Vn ha X hi

Nhn dng nhu cu

QU TRNH

Tm kim thng tin

Tm l ng c Kin thc Nhn thc Nhn cch Thi

nh gi thay th Kinh nghim

Mua hng Th mua Lp li U RA

nh gi sau khi mua

M hnh hnh vi ngi tiu dng ca Schiffman v Kanuk

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

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Trong qu trnh ra quyt nh, ngi tiu dng phi tri qua ba giai on: nhn dng nhu cu, tm kim thng tin, nh gi thay th. Tuy nhin, ng vi tng loi sn phm khc nhau, qu trnh mua hng ca mi c nhn c th khng ng nh trnh t cc bc trong s . Sau khi mua hng trc tuyn, ngi tiu dng s c kinh nghim, t tc ng n yu t tm l, m c th trong trng hp bi nghin cu ny l tc ng n nim tin ca h i vi mua sm trc tuyn, tc ng n mc hi lng ca h. Nhm s i tm hiu liu hai yu t ny c tc ng n hnh vi mua lp li ca h hay khng.

Thang o mc nhn thc v li ch v nguy c trong mua sm trc tuyn ca trong t The Journal of interactive marketing

Nghin cu trn ch ra cc li ch v nguy c trong mua sm trc tuyn. Li ch bao gm : S tin li khi mua sm trc tuyn(Shopping Convenience), kh nng la chn sn phm trong mua sm trc tuyn (Product Selection), s thoi mi trong mua sm trc tuyn (Ease/Comfort of Shopping ), nim vui trong mua sm (Hedonic/Enjoyment). Nhng ri ro bao gm: Ri ro v ti chnh (Financial risk), ri ro v sn phm (Product risk), ri ro v thi gian v s tin li (Time/Convinience Risk). Sau qu trnh nghin cu nh tnh, nhm chng ti iu chnh li thang o,
Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

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v ch gi li ba cu trc l : S tin li khi mua sm trc tuyn(Shopping Convenience), kh nng la chn sn phm trong mua sm trc tuyn (Product Selection), s thoi mi trong mua sm trc tuyn (Ease/Comfort of Shopping ).

Thi v hnh vi khch hng trc tuyn: nh gi nghin cu Nali v Ping Zhang, i hc Syracuse

M hnh cho thy mi quan h gia mi trng bn ngoi, nhn khu hc, tnh cch, nhng tnh cht ca ngi bn, sn phm, dch v, cht lng trang web nh hng n thi mua sm trc tuyn. V cho thy s nh hng ca 2 yu t nhng tnh cht ca ngi bn, sn phm, dch v, cht lng trang web n vi s tha mn ca khch hng. ng thi cho thy mi lin h gia cc bin: thi i vi mua sm trc tuyn, nh mua sm trc tuyn, quyt nh mua, v mua sm trc tuyn, v mi quan h 2 chiu gia s tha mn ca khch hng i vi cc yu t trn. Do quy m ca nghin cu khng ln, nhm chng ti ch chn 1 vi yu t trn lm ch o cho cuc nghin cu ca chng ti. Chi tit v m hnh nghin cu ca nhm s c trnh by phn sau.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

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7. GI THUYT V M HNH NGHIN CU M hnh nghin cu

Tnh tin li H1
Tnh thoi mi

H2 H3

S hi lng

Gi c

H4
Kh nng chn la hng ha

H7 H5 H5a H6 H6a Tn sut mua sm trc tuyn

Kh nng p ng ca trang web S tin tng

H1: Tnh tin li c mi tng quan dng vi s hi lng ca sinh vin H2: S thoi mi trong mua sm trc tuyn c tng quan dng vi s hi lng ca sinh vin H3: Cc yu t v gi trong mua sm trc tuyn c tng quan dng vi s hi lng ca sinh vin H4: Kh nng la chn hng ha trong mua sm trc tuyn c mi tng quan dng vi s hi lng ca sinh vin H5: Kh nng p ng ca trang web mua bn c mi tng quan dng vi s hi lng ca sinh vin

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

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H5a: Kh nng p ng ca trang web mua bn c mi tng quan dng vi tn sut mua sm trc tuyn H6: S tin tng trong mua sm trc tuyn c mi tng quan dng vi tn sut mua sm trc tuyn H7: S hi lng ca sinh vin c mi tng quan dng vi tn sut mua sm trc tuyn Cc gi thuyt ngoi m hnh: Chi tiu hng thng c mi tng quan dng vi tn sut mua sm trc tuyn Chi tiu hng thng c mi tng quan dng vi mc gi sn sng chp nhn khi mua sm trc tuyn Ngoi ra cn c cc bin ph khc nh gi c, ngun tham chiu, thi gian s dng Internet hng ngy, ... c chng ti s dng phn tch hnh vi mua sm trc tuyn ca sinh vin.

8. I TNG V TNG TH NGHIN CU i tng nghin cu ca chng ti l hnh vi mua sm trc tuyn ca sinh vin trn a bn TP.HCM v nhng yu t tc ng n n. Tng th nghin cu l tt cc cc sinh vin trn a bn thnh ph h ch c s dng internet hng ngy, v tng mua sm trc tuyn trong vng 6 thng gn y.

9. QUY TRNH NGHIN CU

9.1.

Nghin cu ti bn

Mc ch Nghin cu ti bn s gip chng ti tn dng nhng ngun d liu th cp c sn c 1 ci nhn tng quan, chung nht v th trng mua sm trc tuyn. Nhng thng tin v tim nng pht trin ca th trng, mc sn sng ca doanh nghip, gi tr ca th trng, v xu hng pht trin trong nhng nm gn y. Nhng thng tin hu ch trn c th gip ch cho chng ti trong bc tip theo ca nghin cu. Nhng thng m chng ti s c lm r khi nghin cu ti bn: S lng sinh vin tip cn vi internet?
Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

14
Nhng sn phm, dch v no c giao dch trc tuyn ph bin trong nhng nm hin nay? S lng nhng sn giao dch trc tuyn v kh nng sn sng ca doanh nghip cho hot ng giao dch trc tuyn? Nhng chiu thc chiu th no thng c p dng cho hot ng mua bn trc tuyn? Nhng hnh thc thanh ton, giao dch trc tuyn ? Nhng phn khc khch hng chnh trong hot ng giao dch, mua bn trc tuyn? Nhng thun li, hn ch khi mua sm trc tuyn? Tim nng, gi tr xu hng pht trin ca th trng mua sm trc tuyn?

Quy trnh D liu phc v cho vic nghin cu ti bn ny l nhng d liu th cp c chng ti thu thp trn Internet, cc tp ch chuyn ngnh, ngoi ra, chng ti s k tha v s dng nhng kt qu c nghin cu trc trong lnh vc tng t.

9.2.

Nghin cu nh tnh

Mc ch Nghin cu nh tnh s gip chng ti tip cn su hn vi sinh vin, khm ph c nhng g ang din ra trong hot ng mua sm trc tuyn ca sinh vin, cung cp nhng thng tin chi tit, cn thit phc v cho cc mc tiu nghin cu. Nghin cu nh tnh s tp trung vo tm hiu v khm ph nhng nhm sn phm, dch v no thng c sinh vin mua bn , giao dch trc tuyn, hiu r v xc nh thi ca sinh vin i vi loi hnh ny, cng nh l nhng nhn t nh hng n hnh vi mua sm trc tuyn ca sinh vin. Tip , nghin cu nh lng s c tin hnh cung cp nhng thng tin trn di dng s liu c th. Nghin cu nh tnh s tr li nhng cu hi sau: Sinh vin mua sm trc tuyn nhng sn phm, dch v g v thng qua cc knh no ?
Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

15
Nhng hnh thc thanh ton, giao dch no c a chung s dng ? Nhng nguyn nhn ti sao khin sinh vin chn mua sm trc tuyn? Nhng yu t tc ng n hot ng mua sm trc tuyn ca sinh vin ? Cc mc gi sinh vin sn sng chp nhn khi mua sm trc tuyn ? Tn sut s dng Internet ca sinh vin ? kin ca sinh vin v tin tng, kh nng p ng khi mua sm trc tuyn ?

Chn mu Chn mu theo phng php bo ho D tnh s lng mu : 10

Quy trnh Phng vn hi trc tip, tm hiu su v nhng thng tin mun nghin cu. S dng bng hi nghin cu nh tnh v dng hi khi khng cn c nhng thng tin mi ( phng php bo ho).

9.3.

Nghin cu nh lng

Nghin cu nh lng s s dng bng cu hi thu thp thng tin trn din rng. Thu thp thng tin bng bng cu hi s c tin hnh theo 2 cch: pht bng cu hi trc tip v s dng bng cu hi trc tuyn. Kt qu ca bng cu hi s cho ra nhng s liu c th v nhng thng tin mun nghin cu. Mc ch Nghin cu nh lng s lng ho dng phm trm cc nhm sn phm, dch v thng c sinh vin mua sm trc tuyn. t cho thy c nhm sn phm, dch v no l quan trng v chim phn ln trong cc hot ng mua sm trc tuyn ca sinh vin. ng thi n cn cung cp d liu trc quan v mc hi lng, nhng nguyn nhn v yu t nh hng n hot ng mua sm trc tuyn. T vic phn tch nhng ngun d liu trn, s cho ta thy tc nhn chnh trong vic chn mua
Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

16
sm trc tuyn v kh nng chuyn t cc hot ng giao dch truyn thng sang hot ng mua sm trc tuyn, t d bo c xu hng pht trin ca loi hnh ny. Phng php nghin cu Cc thang o trong m hnh nghin cu c xy dng bng phng php phn tch nhn t khm ph v kim nh h s Cronbachs Alpha. Phng php m hnh cu trc c s dng kim nh tin cy, gi tr phn bit ca cc khi nim (phn tch CFA), ng thi kim nh cc quan h gi thuyt nghin cu.

Chn mu Mu nghin cu l 250 sinh vin thuc cc trng i hc trn a bn thnh ph h ch minh : H M TP.HCM, H KHTN, H KHXH v NV, H Si gn, H Kinh T, i hc Ngn hng, H K thut cng ngh, H Bch Khoa. Trong 170 mu kho st c tin hnh theo phng php phng vn trc tuyn. 80 mu kho st c tin hnh trc tuyn, thng qua cng c google forms, v trn cc knh nh Facebook, Zing, Yahoo, cc website mua bn, c din n cng ngh. 10. NHNG GII HN, HN CH CA TI Gii hn ca ti Do thi gian gp rt, nn nghin cu ch c th c tin hnh trn 230 bn sinh vin ca cc trng i hc trn a bn TP.HCM, cho nn kt qu c th khng phn nh c y tt c cc yu t nh hng n hnh vi mua sm ca sinh vin trn a bn thnh ph H Ch Minh, ti ch nu ra nhng kt qu c th nhn thy c trong phm vi nghin cu. Ngoi ra v c s l thuyt, m hnh phn tch ca nhm, phn ln da vo nhng nghin cu c ng dng nc ngoi, mc d c iu chnh thng qua cc nghin cu nh tnh, nhng kh c th trnh c cc sai st do khc bit vn ha v khc bit nhn khu hc. Nhm chung ti xin tip nhn mi kin ng gp c c hi, s hon thnh ti mt cch tt hn, y hn, ton vn hn.

Hn ch v kin thc

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

17
Nhm chng ti ch yu l nhng sinh vin nm th 2 li l ln u tham gia nghin cu khoa hc, cho nn thit ngh khng th trnh khi nhng sai lm do thiu kin thc v kinh nghim. Nhng c s h tr nhit tnh ca Ging vin hng dn : T.S Trnh Thy Anh v mt s ging vin b mn khc, gip chng ti phn no t tin tip tc thc hin ti ny. Cho nn, nhng hn ch, thiu st nu c trong ti hon ton l do kin thc cha hon chnh cng nh thiu kinh nghim trong nghin cu khoa hc ca nhm chng ti.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

18

PHN 2: NI DUNG NGHIN CU

1. M T MU NGHIN CU

1.1.

Mu nghin cu

Trong qu trnh nhm chng ti thu thp d liu bng bng cu hi, theo phng php phng vn trc tip, s lng bng cu hi ca chng ti l 170, nhng ch c 127 bng hi l hp l, tc l tr li y cc cu hi v ph hp vi mc tiu nghin cu ca chng ti. Ngoi ra chng ti cn thu thp c 80 mu kho st trc tuyn hp l thng qua cng c google forms. Tng cng quy m mu l 207. Sau y l m t 1 s c trng ca mu

1.2.

Ni c tr

Biu 1: Biu th hin ni c tr ca mu c kho st

Chng ti gi nh sinh vin c qu qun ti thnh ph h ch minh s c hnh vi mua sm trc tuyn khc vi cc sinh vin ni khc, cho nn chng ti a bin ni c tr vo quan st. T l sinh vin c h khu TP.HCM l 43%, t l sinh vin tm tr ti thnh TP.HCM l 57%.

1.3.

Gii tnh

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

19

Biu 2: Biu th hin t l nam n trong mu c chn

D c gng trong khu chn mu cho t l nam v n cn bng nhau, nhng trong qu trnh x l d liu, chng ti loi mt s bng cu hi khng t yu cu, cho nn t l nam, n chnh lch l kh cao. T l sinh vin N trong mu nghin cu l 58%, t l sinh vin Nam l 42%.

1.4.

Thi gian s dng internet hng ngy

Biu 3: Biu th hin thi gian s dng Internet hng ngy ca sinh vin

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

20
Trong mua sm trc tuyn th thi gian s dng Internet l 1 bin s quan trng. Nhm chng ti mun tm hiu xem thi gian s dng Internet hng ngy ca sinh vin lin quan nh th no n hnh vi mua sm trc tuyn. Cho nn chng ti a bin ny vo quan st. Kt qu ban u cho thy, a s sinh vin c thi gian s dng Internet nhiu trong ngy, 65% sinh vin c kho st c thi gian s dng internet t 1 n 5h hng ngy. 30% sinh vin c s thi gian s dng trn 5h hng ngy. Ch c 5% trong s sinh vin c hi s dng Internet di 1h mt ngy. iu ny cho thy sinh vin l i tng rt tim nng thc y th trng mua sm trc tuyn pht trin.

1.5.

Chi tiu hng thng

V tng th nghin cu l cc bn sinh vin trn cc trng H, C trn a bn TP.HCM, cho nn mc chi tiu hng thng ca nhm i tng ny ch yu l t 1 n 5 triu/ thng. Trong , 32% sinh vin, chim phn ln, c mc chi tiu t 1 n 2triu. Ch c 4% sinh vin c mc chi tiu trn 5triu/ thng.

Biu 4: Biu th hin chi tiu hng thng ca sinh vin c kho st

1.6.

Mc gi sn sng chp nhn khi mua sm trc tuyn

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

21

Biu 5: Biu th hin mc gi sn sng chp nhn trong mua sm trc tuyn ca sinh vin

Kt qu cho thy rng, a s sinh vin sn sng chi tr mua sm trc tuyn m khng cn cn nhc hoc cn nhc t nu mn mn hng tr gi di 500.000 vn. Rt t sinh vin sn sng chp nhn b ra trn 1.000.000 ( 3%), mua sm trc tuyn. 2. HNH VI MUA SM TRC TUYN

2.1.

Cc loi hng ha sinh vin thng chn mua sm trc tuyn

Biu 6: Biu trn th hin c cu cc mt hng sinh vin thng mua sm trc tuyn

Da vo biu ta c th thy tng quan v c cu ci loi mt hng m sinh vin thng mua sm trc tuyn. Trong , cc mt hng thuc nhm " Qun o, giy
dp, cc ph kin thi trang " c t trng cao nht, chim 33%. K tip theo l " Cc

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

22
phiu gim gi (coupon)" chim 30%. Cc hng in t, linh kin cc loi, sch v cc

tng phm, sn phm handmade ln lt chim t trng 12%, 11%, 11%. V tng th nghin cu l sinh vin trn a bn TP.HCM, i vi sinh vin, ngoi cc khon chi tiu cho n, ung, vui chi, gii tr, th khong chi tiu cho qun o, giy dp cng chim phn ln trong c cu chi tiu. iu l gii ti sao cc mt hng thuc nhm " Qun o, giy dp, cc ph kin thi trang " chim t trng cao trong danh mc cc mt hng sinh vin thng mua sm trc tuyn. Ngoi ra, ta cn nhn thy nhm l " Cc phiu gim gi (coupon)" cng chim t trng kh cao trong danh mc ( 30%). T nm 2010 n nay, l thi im n r ca cc loi hnh kinh doanh theo nhm, vi s xut hin ca hng lot cc website mua theo nhm nh nhommua.com, cungmua.com, muachung.com, hotdeal.vn, sinh vin li l nhm i tng d thch nghi vi ci mi, thm vo l nhng u im ca mua hng theo nhm nh : gi r, tin li, cc deals, offers thng l cc dch v n ung, gii tr, rt ph hp vi nhu cu ca sinh vin. Cho nn hnh thc mua hng theo nhm ngy cng c sinh vin a chung.

2.2.

S khc bit trong chn la cc danh mc mua sm trc tuyn.

Chng ti mun tm hiu xem liu c s khc bit v khc bit nh th no trong hnh vi chn la cc mt hng theo gii tnh v ni c tr.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

23

Biu 7: Biu ct th hin s khc bit trong la chn mt hng theo gii tnh

Ta c th d dng nhn thy, i vi cc i vi cc mt hng thuc nhm " Qun o, giy dp, cc ph kin thi trang " s quan tm v nhm hng ny trong mua sm trc tuyn thuc v cc bn n vin vi t l 60.2% so vi 39.8% ca cc bn nam sinh vin. Trong khi nhm " hng in t, cc linh kin in t" th s ch li nghin tri v pha cc bn Nam vi t l 76.1% so vi 23.9% i vi cc bn N. Kt qu ny ph hp vi cc c tnh trong tm l v hnh vi tiu dng gia theo gii tnh. Mt kt qu khc ng ch l i vi nhm " cc phiu gim gi (coupon)", kt qu cho thy, cc bn N sinh vin quan tm nhiu hn n hnh thc mua hng theo nhm so vi cc bn Nam sinh vin ( 64% so vi 36%). S khc bit ny c th l do cc gi dch v gim gi m cc cng ty mua hng theo nhm cung cp ph hp hn i vi nhu cu ca cc bn N sinh vin ( cc mt hng thi trang, dch v n ung, lm p). S chnh lch v nhm hng sch v cc tng phm, sn phm lm bng tay gia 2 gii l khng nhiu.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

24
Tip theo chng ti s b sung thm bin quan st " Ni c tr " xem s khc bit trong hnh vi mua sm.
C h khu Tm tr TP.HCM N Nam 33.8% 76.0% 32.8% 50.0% 39.3% N 52.7% 23.8% 59.6% 60.9% 53.3% TP.HCM Nam 47.3% 76.2% 40.4% 39.1% 46.7%

Qun o, giy dp, cc ph kin thi trang Hng in t, linh kin in t cc loi Cc phiu gim gi (coupon) Sch cc loi Cc sn phm handmade, qu tng

66.2% 24.0% 67.2% 50.0% 60.7%

Bng 1: Bng so snh s khc bit ca nam, n sinh vin c h khu TP. HCM v tm tr TP.HCM trong cc loi hng ha c mua trc tuyn

Da vo bng trn so snh trn. Ta c th thy, i vi nhm mt hng "Qun o, giy dp, cc ph kin thi trang ", s khc bit trong chn la nhm hng ny theo gii tnh l rt cao i vi cc bn sinh vin t cc tnh khch n TP.HCM hc tp, s chnh lch l gn gp i ( 66,2 % n sinh vin quan tm n nhm hng ny so vi 33,8% cc bn nam sinh vin). Trong khi , s chnh lch theo gii tnh l khng ln cho nhm hng ny i vi cc bn sinh vin sng TP.HCM l l khng ln (5,4%). iu ny cho thy cc bn Nam sinh vin TP.HCM ch n v b ngoi v xu hng thi trang hn so vi cc bn Nam sinh vin n t cc tnh khc. Cc s khc bit trong cc mt hng cn loi c ngha khng nhiu. Xem biu ct th hin s khc bit bn di.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

25
Biu 8: Biu ct th hin s khc bit ca nam, n sinh vin c h khu TP. HCM v tm tr TP.HCM trong cc loi hng ha c mua trc tuyn

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

26 2.3. Cc trang web sinh vin thng mua trc tuyn

Biu 9: Biu trn th hin cc loi trang web sinh vin thng chn mua sm trc tuyn

Kt qu thng k v cc loi trang web sinh vin thng mua sm trc tuyn cho thy sinh vin thng mua sm trc tuyn nhiu nht cc trang mua theo nhm (37%), tip n l cc sn giao dch thng mi in t chim 24%, mng x hi v cc din n chim ln lt l 17% v 13%. iu ny minh chng cho tc tng trng nhanh ca loi hnh mua theo nhm th trng TP.HCM trong 2 nm gn y, loi hnh ch yu nhm n gii tr, vi s ra i ca ngi tin phong l trang nhommua.com vo cui nm 2010, n nay nhng trang web kinh doanh theo m hnh mua theo nhm ln n hng trm, vi nhng tn tui ln nh nhommua.com, muachung.com, cungmua.com, hotdeal.vn ...v.vv. Tng quan v th trng thng mi in t Vit Nam th cc sn giao dch in t vn gi vai tr quan trng nht trong thi quen mua sm trc tuyn, tuy nhin, i tng nhm n ca cc trang ny rt a dng, mi thnh phn, mi la tui. Nhng trong nhng nm gn y vi s pht trin t ca cc trang mua theo nhm, vi hng trm trang web kinh doanh theo m hnh mua theo nhm xut hin trong 2 nm qua, s ch ca sinh vin i vi mua sm trc tuyn chuyn dn sang loi hnh mua theo nhm. iu ny l gii cho kt qu sinh vin thng mua sm trc tuyn nhiu nht cc trang mua theo nhm (37%), tip n l cc sn giao dch thng mi in t chim 24%. Tuy nhin trong nhng nm tip theo khi loi hnh

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

27
mua theo nhm bo ha, cc sn giao dch in t vi h thng thanh ton v c s h tng thanh ton trc tip tng bc pht trin v hon thin s ly li v th ca mnh trong mua sm trc tuyn. Mng x hi l 1 khi nim ch mi xut hin Vit Nam trong nhng nm gn y, bt u t gia nm 2009 vi nhng tn tui ln nh Zing me , Facebook VitNam. n nay mng x hi tr thnh mt phn khng th thiu i vi i a s gii tr cc thnh ph ln. Vi th phn mng x hi ang nm phn ln trong tay Zing me v Facebook - Theo cc cng c Google Ad Planner, Alexa. c a s gii tr a thch v s dng, cho nn mng x hi ngy cng tr thnh mt knh mua sm trc tuyn hiu qu cho gii tr ni chung v sinh vin ni ring.

M t trong nh ng chng trnh khuyn mi thc y mua sm trc tuyn ca cng ty Th gii i ng n m 2011

Nm 2011 l nm cc nh bn l ln c thng hiu v xy dng c c h thng phn phi, bn l uy tn khp nh Nguyn Kim, Th Gii Di ng , Vin Thng A, Hon Long cng lc trin khai knh bn l trc tuyn, tch hp c h thng thanh ton trc tuyn cng nh hnh thc thanh ton truyn thng khch hng c th trc tip chn mua v thanh ton trc tuyn, ch khng n thun l ch gii thiu sn phm nh nhng nm gn y. Vi th mnh l thng hiu uy tn, c nhiu ngi bit n, gi thp hn khi mua ti ca hng t 2 n 5%, sn phm c m bo cht lng, h thng giao dch thanh ton an ton, thun tin, nhanh chng, h thng bn l trc tuyn ca cc cng ty trn tng bc vt qua nhng tr ngi t pha khch hng nh yu t nim tin, yu t cht lng sn phm- ngi tiu dng lo lng khng bit cht lng mn hng c tt khng (v khng c thy tn mt, s tn tay), hng c b giao tr hay khng. T dn dn chim c lng tin ni khch

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

28
hng v tip tc pht trin mnh. H thng bn l trc tuyn ca cc nh bn l ln mi cng thu ht c s ch ca sinh vin vi 8% sinh vin c kho st ni thng mua sm trn cc knh bn l trc tuyn ny. Cc sn phm c bn trc tuyn ca cc nh bn l trn ch yu l cc sn phm cng ngh, hng in t, cho nn mc gi kh cao so vi s tin sinh vin sn sng b ra giao dch trc tuyn, cho nn t sinh vin chn mua sm trc tuyn trn knh bn l ny.

2.4. tuyn

Mc chi tiu, mc gi sn sng chp nhn v tn sut mua trc

Biu 10: Biu th hin s thay i mc gi chp nhn mua sm trc tuyn theo chi tiu

Ta c th nhn thy 1 iu. Ph gi t 100 n 500 nghn c sinh vin chp nhn nhiu nht v tng dn theo chi tiu. T 60% sinh vin c chi tiu di 1 triu chp nhn ph gi t 100 n 500 nghn tng dn cho n 80% sinh vin c chi tiu t 3 n 5 triu chp nhn ph gi ny. Ph gi t 500 ngn n 1 triu, dn c chp nhn nhm sinh vin c chi tiu t 2 n 5 triu. ( 12,7% sinh vin c hi c chi tiu t 2 n 3 triu chp nhn mc gi ny, 15% sinh vin c chi tiu t 3 n 5 triu chp nhn mc gi ny). T cho thy mc chi tiu cng cao th mc gi sn sng chp nhn khi mua sm trc tuyn cng cao.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

29
Qua phn tch mi quan h tng quan mc gi sn sng chp nhn khi mua sm trc tuyn v chi tiu cho thy gi tr p < 0.05, vi h s tng quan Pearson r = 0.456 ( c ngha thng k), chng t tn sut mua sm v chi tiu c mi tng quan dng v kh mnh vi nhau.

2.5.

Tn sut mua sm trc tuyn.

Biu 11: Biu th hin tun sut mua sm trc tuyn ca sinh vin trong nm

a s sinh vin c kho st tr cho bit rng trong nm qua h ch mua sm trc tuyn t 1 n 3 ln ( chim 48%). y l i tng t khi mua sm mua sm trc tuyn. 16% i tng c kho st ni rng trong nm qua h mua sm trc tuyn nhiu hn 10 ln. y l i tng rt thng xuyn mua sm trc tuyn.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

30

Biu 12: Biu th hin s thay i trong tn sut mua sm trc tuyn da theo mc chi tiu

Nhn vo biu ta c th thy tn sut mua sm trc tuyn thay i ty theo mc chi tiu. Chi tiu cng cao, tn sut mua sm trc tuyn thng xuyn cng nhiu ( 7 n 10 ln) tng dn t 6,7% mc chi tiu di 1 triu ln 25% mc chi tiu t 3 n 5 triu. Tun sut mua sm trn 10 ln cng tng thm khi chi tiu tng ln t 4,4% mc chi tiu di 1tr ln 35% mc chi tiu t 3 n 5 triu. Qua phn tch mi quan h tng quan gia tun sut mua sm trc tuyn v chi tiu cho thy gi tr p < 0.05, vi h s tng quan Pearson r = 0.361( c ngha thng k), chng t tn sut mua sm v chi tiu c mi tng quan dng vi nhau.

2.6.

Tham chiu trong mua sm trc tuyn

Bn bin quan st : Ti thng hi kin bn b trc khi mua hng trc tuyn, Ti thng hi kin gia nh trc khi mua hng trc tuyn, Ti thng tham kho cc kin, nh gi, bnh lun trn mng ca ngi mua trc, Ti thng tm kim thng tin v thng tin ngi bn trn cc cng c tm kim ( google, yahoo,

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

31
bing, ...) c t ra do lng hnh vi tham chiu trong mua sm trc tuyn ca sinh vin

Biu 13: Biu th hin gi tr trung bnh ca cc bin quan st trong hnh vi tham chiu ca sinh vin

C th thy trong mua sm trc tuyn, sinh vin ch yu tham kho, nh gi sn phm, ngi bn trn internet. Vi g tr trung bnh tng i cao ca 2 ngun tham chiu : " kin, nh gi, bnh lun trn mng", v " Cng c tm kim" mean = 5,174 v 4,783. Trong khi , cc ngun tham chiu truyn thng nh " hi kin ngi thn, gia nh " c gi tr trung bnh mean = 3,85 < 4, chng t rt t sinh vin mua sm trc tuyn hi kin ca ngi thn, gia nh ra quyt nh mua.

2.7. vin

Xp hng cc yu t nh hng n mua sm trc tuyn ca sinh

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

32

Biu 14: Biu th hin cc yu t nh hng n quyt nh mua sm trc tuyn ca sinh vin.

Khi c yu cu xp hng t quan trng nht n km quan trng nht nh hng n quyt nh mua sm trc tuyn ca sinh vin. C 38% sinh vin cho rng cht lng sn phm m bo l yu t quan trng trong nht khin cho h quyt nh mua trc tuyn. K tip l yu t gi ( 34%) . Tnh tin li v v chng loi sn phm a ng khng phi l cc yu t hp dn khin cho sinh vin quyt nh mua sm trc tuyn.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

33

3. C C NH N T NH HNG N VIC MUA SM TRC TUYN

3.1.

M hnh v cc gi thuyt nghin cu

3.1.1. M hnh nghin cu

Tnh tin li H1
Tnh thoi mi

H2 H3

S hi lng

Gi c

H4
Kh nng chn la hng ha

H7 H5 H5a H6 H6a Tn sut mua sm trc tuyn

Kh nng p ng ca trang web S tin tng

H1: Tnh tin li c mi tng quan dng vi s hi lng ca sinh vin H2: S thoi mi trong mua sm trc tuyn c tng quan dng vi s hi lng ca sinh vin H3: Cc yu t v gi trong mua sm trc tuyn c tng quan dng vi s hi lng ca sinh vin H4: Kh nng la chn hng ha trong mua sm trc tuyn c mi tng quan dng vi s hi lng ca sinh vin

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

34
H5: Kh nng p ng ca trang web mua bn c mi tng quan dng vi s hi lng ca sinh vin H5a: Kh nng p ng ca trang web mua bn c mi tng quan dng vi tn sut mua sm trc tuyn H6a: S tin tng trong mua sm trc tuyn c mi tng quan dng vi s hi lng ca sinh vin H6a: S tin tng trong mua sm trc tuyn c mi tng quan dng vi tn sut mua sm trc tuyn H7: S hi lng ca sinh vin c mi tng quan dng vi tn sut mua sm trc tuyn 3.1.2. Thang o Thang o c s dng l thang o Likert 7 im, vi mc 1 l hon ton khng ng , mc 7 l hon ton ng (t cu 6 n cu 33). Mc 1 l hon ton khng hi lng, 7 hon ton hi lng ( cu 34). Mc 1: chc chn khng tip tc, 7 chc chn tip tc ( cu 35). Mc 1: chc chn khng gii thiu, 7 chc chn gii thiu ( cu 36). Chi tit xem bng cu hi nh km. Thang o mc hi lng vi hnh thc mua sm trc tuyn theo m hnh xut gm 24 bin quan st, o lng 6 yu t nh hng n mua sm trc tuyn (1) tnh tin li, (2) tnh thoi mi, (3) gi c, (4) kh nng la chn hng ha, (5) tnh p ng ca trang web, (5) s tin tng.

3.2.

Kt qu phn tch cc nhn t khm ph (EFA)

Phung php nhn t Principal components vi php xoay Varimax uc s dng. H s KMO = 0.804 vi mc ngha bng 0 (sig. = 0,000). Vi 24 bin quan st ban u, sau khi iu chnh, loi b cc bin quan st c gi tr 0,5 : ti c th mua sm mi lc, ti tin tng vo hnh thc thanh ton truyn thng, mc gi mua trc tuyn r hn mua trc tp. 21 bin quan st cn li c nhm thnh 6 nhn t. Tng phng sai trch c 65,801% ( 50%), t chun.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

35

Cc nhn t Cc bin quan st

Ti thng chn mua trn nhng trang web c nhiu ngi s dng Ti thng chn mua trn nhng trang web c y thng tin v ngi bn Ti thng chn mua trn nhng trang web cung cp y thng tin v sn phm Ti thng chn mua nhng trang web c giao din p, d nhn Ti thng chn mua nhng trang web c h thng ghi nhn nhng nh gi, bnh lun ca ngi mua trc. Ti thng chn mua trn nhng trang web m ngi bn l nhng nh bn l, cng ty ln. Ti cm thy tin tng vo loi hnh mua sm trc tuyn Ti cm thy tin tng vo nhng ngi bn trn mng Ti cm thy tin tng vo hnh thc thanh ton trc tuyn Ti c th tm thy hu nh tt c nhng mt hng Ti c th c c nhng thng tin y v sn phm Ti c nhiu s la chn hn cho 1 loi sn phm Ti c nhiu s la chn hn v thng hiu v ngi bn Ti c th thoi mi la chn sn phm m khng cm thy ngi Ti khng b nhn vin ca hng lm phin Khng cm thy ngi khi khng quyt nh mua Ti khng cn phi ri khi nh mua sm Ti khng tn thi gian i li v tham quan ca hng Ti khng tn nhiu thi gian tm c sn phm mnh cn Ti thng so snh gi ca sn phm khi mua trc tuyn Sau khi so snh, ti thng chn nhng ngi bn c mc gi thp nht

1
0.743 0.738 0.724 0.702 0.697 0.600

0.869 0.839 0.834 0.798 0.699 0.663 0.516 0.801 0.631 0.606 0.822 0.754 0.592 0.73 0.69

Bng

t qu phn t ch nhn t khm ph cc thang o

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

36
Vi 21 bin quan st, c nhm thnh 6 nhn t. Tnh p ng ca trang web (NT1), s tin tng ( NT2), kh nng chn la hng ha (NT3), tnh thoi mi (NT4), tnh tin li (NT5), yu t gi (NT6) ph hp vi gi thuyt ban u t ra. Sau khi qua kim nh Cronbachs alpha ln 2, thang o u t yu cu. H s Cron ach s alpha 0.83 0.844 0.772 0.699 0.72 0.709
Bng t qu kim nh Cronbach s alpha cho cc nhn t

Cc nh n t
Tnh p ng ca trang web S tin tng Kh nng la chn hng ha Tnh thoi mi Tnh tin li Yu t gi

t t t t t t t

0,

3.3.

c nh mi tng quan gi a cc nhn t v cc yu t ph thu c

Kt qu phn tch tng quan gia cc yu t ( xem bng ph lc 3)

3.3.1. T nh tin li v s hi l ng Gi thuyt H0: khng c mi tng quan gia tnh tin li v s hi lng ca sinh vin. Kt qu thu c c p 0,05, h s tng quan r = 0.258 ( c ngha thng k) cho thy tnh tin li c mi tng quan vi s hi lng vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H1: Tnh tin li c mi tng quan dng vi s hi lng ca sinh vin. Trong s cc bin c hi thuc v tnh tin li ca trong mua sm trc tuyn. Bin quan st :" Ti khng cn phi ri khi nh mua sm " vi thang o 1: hon ton khng ng , 7 hon ton ng , c gi tr trung bnh mean = 5.0242. C th thy y l 1 c im ca hnh thc mua sm trc tuyn c sinh vin nh gi kh cao. 3.3.2. T nh thoi mi v s hi l ng

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

37
Gi thuyt H0: khng c mi tng quan gia tnh thoi mi trong mua sm trc tuyn v s hi lng ca sinh vin. Kt qu thu c c p = 0.01 0,05, h s tng quan r = 0.223 ( c ngha thng k) cho thy tnh thoi mi c mi tng quan vi s hi lng vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H2: S thoi mi trong mua sm trc tuyn c tng quan dng vi s hi lng ca sinh vin. Cc bin quan st " Ti c th thoi mi la chn sn phm m khng thy ngi ", " Ti khng b nhn vin ca hng lm phin", " Ti khng cm thy ngi khi khng quyt nh mua" trong nhm nhn t tnh thoi mi trong mua sm trc tuyn c gi tr trung bnh cao ln lt l 5.3362, 5.1739, 5.5024. Cc gi tr chng t y l nhng yu t khng c p ng tt, nhng hn ch trong mua sm truyn thng, khin sinh vin ngy cng a chung hnh thc mua sm trc tuyn. u t gi v s hi l ng

3.3.3.

Gi thuyt H0: khng c mi tng quan gia yu t gi v s hi lng ca sinh vin. Kt qu thu c c p = 0.00 0,05, h s tng quan r = 0.264 ( c ngha thng k) cho thy yu t gi c mi tng quan vi s hi lng vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H3: Cc yu t v gi trong mua sm trc tuyn c tng quan dng vi s hi lng ca sinh vin Cc bin quan st v yu t gi trong mua sm trc tuyn ban u gm " Mc gi mua sm trc tuyn r hn mc gi mua sm truyn thng", " Ti thng so snh gi ca sn phm khi mua sm trc tuyn", " Sau khi so snh gi ti thng chn nhng ngi bn c mc gi thp nht", sau khi qua phn tch cc nhn t khm ph, bin quan st " Mc gi mua sm trc tuyn r hn mc gi mua sm truyn thng " b loi b. iu cho thy khng c hnh vi so snh gi sn phm khi mua trc tuyn so vi khi mua trc tip, cng c th l ngi tiu dng m c th y l sinh vin khng c thng tin c th so snh c mc gi ca 2 hnh thc. 2 bin quan st cn li ln lt c gi tr trung bnh mean l 5.3720 , 48213, cho thy hnh vi so snh gi trc tuyn gia cc sn phm v ngi bn l khng th thiu trong hot ng mua sm trc tuyn.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

38

3.3.4.

h n ng la chn hng ha trong mua s m trc tuyn v s hi l ng

Gi thuyt H0: khng c mi tng quan gia kh nng la chn hng ha trong mua sm trc tuyn v s hi lng ca sinh vin. Kt qu thu c c p = 0.01 0,05, h s tng quan r = 0.232 ( c ngha thng k) cho thy kh nng chn la hng ha c mi tng quan vi s hi lng vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H4: Kh nng la chn hng ha trong mua sm trc tuyn c mi tng quan dng vi s hi lng ca sinh vin Hai trong 4 bin quan st ca nhn t " kh nng chn la hng ha" c gi tr trung bnh mean cao l " Ti c nhiu la chn hn cho 1 sn phm", Ti c nhiu la chn hn v thng hiu v ngi bn" vi gi tr ln lt l 5,2414 v 5.1787, cho thy chnh kh nng linh hot trong vit chn la v quyt nh cc sn phm, thng hiu v ngi bn to ra sc ht cho loi hnh mua sm trc tuyn. 3.3.5. T nh p ng ca trang web mua bn vi s hi l ng Gi thuyt H0: khng c mi tng quan gia tnh p ng ca trang web trong mua sm trc tuyn v s hi lng ca sinh vin. Kt qu thu c c p = 0.00 0,05, h s tng quan r = 0.324 ( c ngha thng k) cho thy tnh p ng ca trang web c mi tng quan vi s hi lng vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H5: Kh nng p ng ca trang web mua bn c mi tng quan dng vi s hi lng ca sinh vin C 6 bin quan st trong nhn t tnh p ng ca trang web u t c gi tr trung bnh mean cao t 4,8 n 5,8, vi gi tr cao nht thuc v bin quan st " Ti thng mua trn nhng trang web c y thng tin v sn phm" mean = 5,8019. Thm vo h s tng quan gia tnh p ng ca trang web v s hi lng ca sinh l 0.324 cao nht so vi cc nhn t khc. iu ny cho thy, cc ni dung, giao din v kh nng p ng ca trang web nh hng ln n hnh vi mua sm trc tuyn. 3.3.6. T nh p ng ca trang web mua bn vi tn sut mua sm trc tuyn

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

39
Gi thuyt H0: khng c mi tng quan gia tnh p ng ca trang web v tn sut mua sm trc tuyn Kt qu thu c c p = 0.696 0,05, h s tng quan r = 0.27 ( khng c ngha thng k) cho thy tnh p ng ca trang web khng c mi tng quan vi tn sut mua sm trc tuyn. Cho nn ta chp nhn gi thuyt H0: khng c mi tng quan gia tnh p ng ca trang web v tng sut mua sm trc tuyn v bc b gi thit H5a: Kh nng p ng ca trang web mua bn c mi tng quan dng vi tn sut mua sm trc tuyn. tin tng trong mua sm trc tuyn v s hi l ng ca sinh vin

3.3.7.

Gi thuyt H0: khng c mi tng quan s tin tng trong mua sm trc tuyn v s hi lng ca sinh vin. Kt qu thu c c p = 0.02 0,05, h s tng quan r = 0.210 ( c ngha thng k) cho thy tnh p ng ca trang web c mi tng quan vi s hi lng vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H6: S tin tng trong mua sm trc tuyn c mi tng quan dng vi s hi lng ca sinh vin. Nhn t t tin tng vi 3 bin quan st " Ti cm thy tin tng vo loi hnh mua sm trc tuyn", " Ti cm thy tin tng ngi bn trn mng". " Ti cm thy tin tng vo hnh thc thanh ton trc tuyn" u c gi tr trung bnh thp mean ln lt = 3,714 . 3,4783 . 3,7391 4. iu ny phn nh ng 1 tr ngi trong hot ng mua sm trc tuyn Vit Nam, l tm l khng tin tng vo hnh thc mua sm trc tuyn, ngi bn cng nh phng thc thanh ton. hnh thc mua sm trc tuyn pht trin mnh m th cn vt qua ro cn v s tin tng ny. 3.3.8. S tin tng trong mua sm trc tuyn v tn s mua sm trc tuyn Gi thuyt H0: khng c mi tng quan s tin tng trong mua sm trc tuyn v tn sut mua sm trc tuyn Kt qu thu c c p = 0.659 0,05, h s tng quan r = 0.31 ( khng c ngha thng k) cho thy tnh p ng ca trang web khng c mi tng quan vi tn sut mua sm trc tuyn. Cho nn ta chp nhn gi thuyt H0: khng c mi tng quan s tin tng trong mua sm trc tuyn v tn sut mua sm trc tuyn v bc b

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

40
gi thit H6a: S tin tng trong mua sm trc tuyn c mi tng quan dng vi tn sut mua sm trc tuyn hi l ng ca sinh vin v tn sut mua sm trc tuyn

3.3.9.

Gi thuyt H0: khng c mi tng quan gia s hi lng ca sinh vin v tn sut mua sm trc tuyn. Kt qu thu c c p = 0.00 0,05, h s tng quan r = 0.260 ( c ngha thng k) cho thy mc hi lng ca sinh c mi tng quan vi tn sut mua sm trc tuyn vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H7: S hi lng ca sinh vin c mi tng quan dng vi tn sut mua sm trc tuyn

3.4.

Phn tch hi quy

Thng qua phn tch tng quan ta c th nhn thy 6 yu t k trn : " tnh p ng ca trang web", " tnh tin li trong mua sm trc tuyn" , " tnh thoi mi", " yu t gi", " s tin tng", " kh nng la chn hng ha " u c tnh tng quan dng vi s hi lng ca sinh vi vi hnh thc mua sm trc tuyn. Thng qua phng php hi quy bi cho ta thy ch c 3 yu t tht s nh hng n mc hi lng ca sinh vin i vi hnh thc mua sm trc tuyn : " tnh p ng ca trang web", " s tin tng", tnh tin li", trong " tnh p ng ca trang web" tc ng nht, 2 yu t cn li c tc ng kh lng lo. V sau y l phng trnh th hin mc hi lng ca sinh vin theo cc nhn t trn. Mc hi lng ca sinh vin = 1,773 + 0,32( nhn t " Tnh p ng ca trang web") + 0,199 ( nhn t " S tin tng" trong mua sm trc tuyn) + 0,12 ( nhn t " tnh tin li" )
(Xem bng kt qu hi quy Ph lc 4)

Ngoi ra bng phng php hi quy, chng ti cn xc nh c cc yu t nh hng n tn sut mua sm trc tuyn ca sinh vin. Tc ng ln nht l yu t " Ni c tr " , " mc chi tiu", " thi gian s dng internet hng ngy " v cui cng l mc hi lng ca sinh vin vi hnh thc mua sm trc tuyn". V sau y l phng trnh th hin tn sut mua sm trc tuyn ca sinh vin vi cc yu t trn

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

41
S ln mua sm trc tuyn = -0,585 + 0,505( yu t " ni c tr" ) + 0.396 ( mc chi tiu hng thng) + 0.194 ( thi gian s dng internet hng ngy) + 0,174 ( mc hi lng)
(Xem bng kt qu hi quy Ph lc 5)

Nhng yu t khch khng tc ng n s ln mua sm trc tuyn ca sinh vin: gii tnh, mc gi chp nhn mua sm trc tuyn, sng chung vi ai, s tin tng, yu t gi, tnh p ng ca trang web, s tin li, kh nng chn la hng ha, tnh thoi mi trong mua sm trc tuyn.

PHN 3 : KT LUN V NHNG XUT

1. KT LUN V XUT Qua qu trnh nghin cu v xu hng mua sm trc tuyn ca sinh vin trn a bn TP.HCM. Chng ti thu thp c nhng c tnh c bn ca i tng ny nh gii tnh, ni c tr, chi tiu, thi gian s dng Internet v tn sut mua sm trc tuyn v mc gi sn sng chi tr cho mua sm trc tuyn. Qua nghin cu xc nh c a s sinh vin sinh vin c thi gian s dng internet cao ( t 1 n 5 gi), chi tiu hng thng ph bin mc t 1 n 2 triu, mc gi sn sng chp nhn cho mua sm trc tuyn t 100 n 500 nghn. Tn sut mua sm trc tuyn khng thng xuyn ( 48% mua sm trc tuyn t 1 n 3 ln trong nm qua). Nghin cu ng thi cn xc nh c nhng sn phm, hng ha sinh vin thng giao dch trc tuyn, t xc nh xu hng mua sm trc tuyn trong nhng nm gn y. Kt qu chng ti thu thp c cho thy, sinh vin ch yu mua sm cc mt hng qun o, giy dp, ph kin thi trang trn internet chim 33%. Vi nhm mt hng ny th chng ti nhn thy c s chnh lch kh cao trong hnh vi mua gia nam v n v cc vng min. Ngoi ra chng ti cn nhn ra mt xu hng kh mi trong mua sm trc tuyn, l cc loi hnh kinh doanh mua theo nhm ngy cng c sinh vin a chung (30%) do nhng u im ca n p ng tt nhu cu ca sinh vin.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

42
Nghin cu cn khm ph rng phn ln sinh vin mua sm trc tuyn trn cc trang web mua theo nhm ( vi 37%), iu ny chng minh cho s pht trin mnh m ca loi hnh mua theo nhm trong nhng nm gn y. Cc trang mng x hi vi s ngi dng ng o v tnh kt ni cao cng dn tr thnh 1 knh hiu qu trong mua sm trc tuyn ( 17%). Cc knh bn l trc tuyn t cc nh bn l ln dn pht trin v hon thin trong nhng nm gn y, tuy nhin cha thu ht c i tng sinh vin do cc knh bn lny ch yu bn nhng mt hng c gi cao, chnh lch vi mc gi sn sng chi tr cho hnh thc mua sm trc tuyn. Bn cnh , nghin cu cn xc nh c 3 nhn t trong 6 nhn t khm ph c tc ng ln nht n mc hi lng ca sinh vin vi hnh thc mua sm trc tuyn l " tnh p ng ca trang web", " s tin tng", "tnh tin li". Ngoi ra yu t " ni c tr " , " mc chi tiu hng thng ", " thi gian s dng internet hng ngy" , " mc hi lng" chnh l nhng yu t chnh tc ng n s ln mua sm trc tuyn ca sinh vin. Trong mua sm trc tuyn sinh vin cho rng cht lng hng ha v gi c l 2 yu t chnh khin sinh vin ra quyt nh mua sm trc tuyn. T nhng kt lun trn, chng ti thit ngh th trng mua sm trc tuyn dnh cho sinh vin vn v ang rt tim nng cc doanh nghip khai thc. c th chinh phc c i tng ny, cc doanh nghip bn l cn p ng tt cc nhu cu ca sinh vin vi mc gi ph hp, mc gi m sinh vin sn sng chi tr cho cc hot ng mua sm trc tuyn. Ngoi ra cht lng sn phm cn phi c m bo, thng tin v ngi bn, v sn phm phi r rng, chi tit, phng thc thanh ton nhanh chng thun tin, giao nhn hng uy tn gia tng nim tin ca sinh vin vi hnh thc mua hng trc tuyn. V chng loi hng ha, sinh vin ang c xu hng tiu dng nhiu cc mt hng qun o, giy dp v cc ph kin thi trang, cho nn th trng ny rt tim nng cho cc nh bn l thi trang chuyn nghip, vi mc gi ph hp vi ti tin ca sinh vin. Thm vo , cht lng, cc yu t p ng ca trang web cng tc ng mnh m n hnh vi mua ca sinh vin. Cho nn thc y hnh vi mua sm trc tuyn ca sinh vin, u t vo cht lng trang web, nhng yu t nh giao din trang web, h thng thng tin trn trang web, to mt cng ng nh gi trn nhng trang web mua sm l nhng yu t ng u t.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

43
Ngoi ra, mng x hi ngy cng pht trin, vi tnh kt ni cao, nhm khch hng tp trung, l 1 mnh t mu m pht trin cc hot ng mua sm trc tuyn.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

44

Ph lc
Ph lc 1

BNG CU HI NH TNH
1. 2. 3. 4. Bn hiu mua sm trc tuyn l nh th no? Theo bn nhng sn phm, dch v no c giao dch ph bin trc tuyn? Cc bn thng mua sm trc tuyn nhng sp dch v no? Theo bn nhng loi hnh trang web no c th dng mua sm trc tuyn? 5. Bn thng mua sm trc tuyn nhng trang web no? 6. Khi mua sm trc tuyn bn thng s dng hnh thc giao dch thanh ton no? Ti sao? 7. Nhng nguyn nhn( bn trong) khin bn chn mua sm trc tuyn? 8. Nhng yu t tc ng ( bn ngoi) khin bn quyt nh mua trc tuyn? 9. Nhng mc gi ca sn phm, dch v m bn c th chp nhn khi mua trc tuyn? 10. Trc khi quyt nh mua trc tuyn bn thng lm g c th ra quyt nh mua? 11. Theo bn, khi bn mua sm trc tuyn, nhng yu t no khin cho bn hi lng? 12. Bn ngh g v hot ng mua sm trc tuyn hin nay v v sao?

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

45
Ph lc 2
Xin cho cc bn, chng ti l nhm sinh vin n t Chng trnh o to c bit trng i hc M TPHCM. Chng ti ang nghin cu v " u hng mua sm trc tuyn ca sinh vin trn a bn TPHCM ". Xin cc bn vui lng dnh cht thi gian cho cuc phng vn ca chng ti. Xin chn thnh cm n

BNG CU HI KHO ST
nh du X vo s la chn ca bn. (C = tip tc, HNG = ngng phng vn )
1. Bn c phi l sinh vin hay khng ? 2. Bn c thng xuyn s dng internet hng ngy khng ? 3. Trong vng 6 thng gn y bn c mua sm trc tuyn khng? 4. Bn c tng mua sm trc tuyn hay khng? C ___ C ___ C ___ C ___ Khng ___ Khng ___ Khng ___ Khng ___

nh du X vo s la chn ca bn. C th chn nhiu p n.

5. Cc sn phm bn thng mua sm trc tuyn:

Qun o, giy dp, cc ph kin thi trang Hng in t, linh kin in t cc loi Cc phiu gim gi (coupon) Sch cc loi Cc sn phm handmade, qu tng Khc: _________________________________________
6. Bn thng mua sm trc tuyn cc trang web:

Cc trang mng x hi (Facebook, Zing me, Twitter, ...) Cc din n ( 5giay.vn, muare.vn, tinhte.vn, vn-zoom.vn, ...) Cc sn giao dch thng mi in t ( 123mua.vn, enbac.vn, vatgia.vn, ebay.vn, ...) Cc trang mua theo nhm ( muachung, nhommua, cungmua, hotdeal, ...) Trang web ca cc nh bn l ( dienmay.com, nguyenkim.vn, hoanlong.com, ... ) Khc: _________________________________________ Xin vui lng c cc cu hi di y. Nu bn cha hiu mt cu no , vui lng hi ngi phng vn. 1: Hon ton khng ng 7: Hon ton ng Cc cu hi v tnh tin li khi mua sm trc tuyn 7. Ti khng cn phi ri khi nh mua sm 1 2 3 4 5 6 7 8. Ti khng tn thi gian i li v tham quan ca hng 1 2 3 4 5 6 7 9. Ti khng tn nhiu thi gian tm c sn phm mnh cn 1 2 3 4 5 6 7 10. Ti c th mua sm mi lc 1 2 3 4 5 6 7 Cc cu hi v s thoi mi khi mua sm trc tuyn 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7

11. Ti c th thoi mi la chn sn phm m khng cm thy ngi 12. Ti khng b nhn vin ca hng lm phin 13. Khng cm thy ngi khi khng quyt nh mua

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

46

14. 15. 16. 17.

Cc cu hi v kh nng chn la hng ho khi mua sm trc tuyn Ti c th tm thy hu nh tt c nhng mt hng 1 2 3 4 5 Ti c th c c nhng thng tin y v sn phm 1 2 3 4 5 Ti c nhiu s la chn hn cho 1 loi sn phm 1 2 3 4 5 Ti c nhiu s la chn hn v thng hiu v ngi bn 1 2 3 4 5

6 6 6 6

7 7 7 7

18. 19. 20. 21.

Cc cu hi v s tin tng trong khi mua sm trc tuyn Ti cm thy tin tng vo loi hnh mua sm trc tuyn 1 2 3 Ti cm thy tin tng vo nhng ngi bn trn mng 1 2 3 Ti cm thy tin tng vo hnh thc thanh ton trc tuyn 1 2 3 Ti cm thy tin tng vo hnh thc thanh ton truyn thng 1 2 3

4 4 4 4

5 5 5 5

6 6 6 6

7 7 7 7

22. Mc gi khi mua sm trc tuyn r hn mua trc tip

Cc cu hi v gi trong mua sm trc tuyn 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7

23. Ti thng so snh gi ca sn phm khi mua trc tuyn 24. Sau khi so snh, ti thng chn nhng ngi bn c mc gi thp nht

25. Ti thng hi kin bn b trc khi mua hng trc tuyn

Cc cu hi v s tham chiu trong mua sm trc tuyn 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7

26. Ti thng hi kin gia nh trc khi mua hng trc tuyn 27. Ti thng tham kho cc kin, nh gi, bnh lun trn mng ca ngi mua trc 28. Ti thng tm kim thng tin v thng tin ngi bn trn cc cng c tm kim ( google, yahoo, bing, ...)

Cc cu hi v tnh cht trang web trong mua sm trc tuyn 29. Ti thng chn mua trn nhng trang web c nhiu ngi s dng 1 2 3 4 5 6 7 30. Ti thng chn mua trn nhng trang web c y thng tin v 1 2 3 4 5 6 7
ngi bn 31. Ti thng chn mua trn nhng trang web cung cp y thng tin v sn phm 32. Ti thng chn mua nhng trang web c giao din p, d nhn 33. Ti thng chn mua nhng trang web c h thng ghi nhn nhng nh gi, bnh lun ca ngi mua trc. 34. Ti thng chn mua trn nhng trang web m ngi bn l nhng nh bn l, cng ty ln. ( thegioididong, nguyenkim, hoanlong, nhommua, muachung)

1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7

35. Vui lng cho bit mc hi lng ca bn i vi hnh thc mua

sm trc tuyn so vi mua sm truyn thng

nh gi mc hi lng

1 2 3 4 5 6 7

1: Hon ton khng hi lng

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

47
36. Bn c nh s tip tc mua sm trc tuyn hay khng? 1: Chc chn khng tip tc 7: Chc chn s tip tc 37. Bn c thch gii thiu nhng sn phm c bn trc tuyn cho
bn b hay khng?

7: Hon ton hi lng

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1: Chc chn khng gii thiu 7: Chc chn s gii thiu Xp hng cc yu t Vui lng sp hng t 1 n 5 cc yu t nh hng n quyt nh mua sm trc tuyn ca bn, trong 1 l quan trng nht v 5 l km quan trng nht.
38. 39. 40. 41. 42. Gi c Chng loi sn phm a dng Cht lng sn phm m bo Uy tn ca ngi bn Tnh tin li

Cc cu hi phn loi Vui lng nh du vo la chn ph hp nht i vi bn.

43. H khu ca bn

C h khu TP. HCM Tm tr TP. HCM

45. S ln mua sm trc tuyn ca bn trong nm qua

44. Gii tnh

Nam N
46. Bn ang :

T 1 n 3 ln T 3 n 6 ln T 7 n 10 ln Nhiu hn 10 ln
47. Thi gian s dng Internet hng ngy ca bn

Vi ngi thn, gia nh Vi bn b Mt mnh

48. Xin cho bit chi tiu hng thng ca bn

Di 1h T 1h n 3h T 3h n 5h Trn 5h
49. Mc gi bn sn sng chp nhn mua trc tuyn l bao nhiu?

Di 1 triu T 1 n 2 triu T 2 n 3 triu T 3 n 5 triu Trn 5 triu

Di 100.000 vn T 100.000 n 500.000 vn T 500.000 n 1.000.000 vn Trn 1.000.000 vn Xin chn thnh cm n s gip ca cc bn.

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

48

Correlations muc do hai long doi voi hinh thuc mua sam truc tuyen .324

tinh dap ung cua trang web

Pearson Correlation Sig. (2tailed) N

tinh dap ung cua trang web 1

su tin tuong -.094

kha nang chon lua .330

su thoai mai .450

tinh tien loi .294

yeu to gia .435

.179 207 -.094 207 1

.000 207 .336

.000 207 .081

.000 207 .245

.000 207 -.005

.000 207 .210

su tin tuong

Pearson Correlation Sig. (2tailed) N

.179 207 .330 207 .336

.000 207 1

.246 207 .401

.000 207 .392

.945 207 .364

.002 207 .232

kha nang chon lua

Pearson Correlation Sig. (2tailed) N Pearson Correlation Sig. (2tailed) N

.000 207 .450

.000 207 .081 207 .401

.000 207 1

.000 207 .430

.000 207 .344

.001 207 .223

su thoai mai

.000 207 .294

.246 207 .245

.000 207 .392 207 .430

.000 207 1

.000 207 .303

.001 207 .278

tinh tien loi

Pearson Correlation Sig. (2tailed) N

.000 207 .435

.000 207 -.005

.000 207 .364

.000 207 .344 207 .303

.000 207 1

.000 207 .264

yeu to gia

Pearson Correlation Sig. (2tailed) N

.000 207 .324

.945 207 .210

.000 207 .232

.000 207 .223

.000 207 .278 207 .264

.000 207 1

muc do hai long

Pearson Correlation

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

49
doi voi hinh thuc mua sam truc tuyen Sig. (2tailed) N .000 207 .002 207 .001 207 .001 207 .000 207 .000 207 207

Ph lc 3: Bng tng quan cc yu t.

Coefficientsa

Model 1 (Constant) tinh dap ung cua trang web 2 (Constant) tinh dap ung cua trang web su tin tuong 3 (Constant) tinh dap ung cua trang web su tin tuong tinh tien loi

Unstandardized Coefficients Std. B Error 2.944 .388 .344 .070

Standardized Coefficients Beta .324 t 7.589 4.903 Sig. .000 .000

1.952 .368

.459 .068 .347

4.250 5.389

.000 .000

.237 1.773 .320

.063 .464 .072

.242

3.765 3.818

.000 .000 .000

.302

4.467

.199 .120

.065 .060

.204 .140

3.059 2.009

.003 .046

Ph lc 4: Hi quy bi cc yu t nh hng n s hi lng

Coefficientsa

Model 1 (Constant) chi tieu hang thang

Unstandardized Coefficients Std. B Error 1.047 .179 .384 .069

Standardized Coefficients Beta .361 t 5.856 5.536 Sig. .000 .000

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.

50
2 (Constant) chi tieu hang thang muc do hai long doi voi hinh thuc mua sam truc tuyen 3 (Constant) chi tieu hang thang muc do hai long doi voi hinh thuc mua sam truc tuyen Ho khau cua ban 4 (Constant) chi tieu hang thang muc do hai long doi voi hinh thuc mua sam truc tuyen Ho khau cua ban thoi gian su dung internet hang ngay cua ban .222 .351 .305 .068 .330 .726 5.124 .469 .000

.188

.057

.212

3.297

.001

-.113 .429

.317 .071 .403

-.358 6.002

.721 .000

.178

.056

.201

3.182

.002

.470 -.585 .396

.149 .366 .072

.209

3.154 -1.599

.002 .111 .000

.372

5.513

.174

.055

.196

3.153

.002

.505 .194

.148 .078

.225 .158

3.414 2.486

.001 .014

Ph lc 5: Hi quy bi cc yu t nh hng n s ln mua sm trc tuyn

Nhm thc hin: Nguyn Ph Qu, Nguyn Hng c, Trnh Thy Ngn Trng i hc M TP.HCM, Chng trnh o to c bit.