Khao Sat Mot So Yeu To Tac Dong Vao Su San Sang Cua Thuong M

Luan van Cao hoc QTDN-K12
Muc Luc
MUC LU
CHNG I. GII THIEU.........................................................................1
I.
II.
III.
1.
2.
IV.
TONG QUAN VE THNG MAI IEN T..............................1

AT VAN E...........................................................................6
MUC TIEU VA PHAM VI NGHIEN CU.................................7
Muc tieu nghien cu..............................................................7
Pham vi nghien cu................................................................8
Y NGHA THC TIEN..............................................................8
CHNG II. C S LY THUYET...........................................................9

PHAN A. CAC MO HNH NGHIEN CU TRC AY...................10
I.
MO HNH CHAP THUAN CONG NGHE (TAM).....................10

I.1. Cac kien truc chnh...........................................................10
I.1.1 Nhan thc s hu ch....................................................10
I.1.2 Nhan thc tnh de s dung.........................................10
I.1.3 Thai o hng en viec s dung.............................11
I.2. Mo hnh TAM.........................................................................11
II.
MO HNH CHAP NHAN S DUNG THNG MAI IEN T
(e-CAM)...............................................................................................12
II.1. Cac kien truc chnh...........................................................12
II.1.1
Nhan thc rui ro lien quan en san pham/dch vu
(Perceived Risk with Product/Service - PRP)..................................12
II.1.2
Nhan thc rui ro lien quan en giao dch trc
tuyen (Perceived Risk in the Context of Online Transaction)......14
II.2. Mo hnh e-CAM......................................................................15
III.
MO HNH KET HP VE CHAP THUAN VA S DUNG
CONG NGHE (UTAUT)......................................................................17
III.1.
Cac kien truc chnh........................................................17
III.1.1 Ky vong ket qua thc hien (Performance Expectancy)
17
III.1.2 Ky vong no lc (Effort Expectancy).............................17
III.1.3 Anh hng xa hoi (Social Influence).........................17
III.1.4 Cac ieu kien thuan tien (Facilitating Conditions). .17
III.2.
Mo hnh UTAUT..................................................................18
PHAN B. LAP MO HNH PHNG TRNH CAU TRUC (SEM
STRUCTURAL EQUATION MODELLING)....................................................19
I.
II.
GII THIEU.............................................................................19
CAC THANH PHAN CUA SEM.............................................21
Muc Luc
III.
KIEN TRUC SEM.....................................................................21
III.1.
Ch nh mo hnh (Model Specification)..........................22
III.2.
Nhan dang mo hnh (Model Identification).....................22
III.3.
c lung mo hnh (Model Estimation)...........................23
III.4.
anh gia o thch hp cua mo hnh (Assesing Fit of
the Model)........................................................................................24
III.5.
Hieu chnh mo hnh (Model Modification)......................25
III.6.
Trnh bay mo hnh cuoi cung (Final Presentation of
Model) 25
CHNG III. THIET LAP MO HNH NGHIEN CU VA CAC GIA
THUYET.................................................................................................27
I.
LAP MO HNH TAM-ECAM.......................................................28

I.1. La chon cac kien truc ngoai sinh..................................28
I.2. Cac kien truc chnh...........................................................32
I.2.1 Thuat ng (Terminology)..................................................32
I.2.2 Thiet ke giao dien (Screen Design)................................33
I.2.3 Cac ieu kien thuan tien (Facilitating Conditions).....33
I.2.4 Nhan thc rui ro lien quan en san pham/dch vu
(PRP) va Nhan thc rui ro lien quan en giao dch trc
tuyen (PRT).................................................................................33
I.2.5 Cac bien nhan khau hoc (Demographic).....................33
I.3. Mo hnh TAM-ECAM d nh................................................34
II.
CAC GIA THUYET NEN TANG...........................................35
III.
PHNG PHAP NGHIEN CU...............................................36
III.1.
D lieu nghien cu.......................................................36
III.2.
Thu tuc thu thap d lieu.............................................36
III.3.
Cac o lng....................................................................36
CHNG IV. PHAN TCH D LIEU.....................................................38
I.
CAC THONG KE CHUNG.......................................................39

I.1. Thong ke cac ac tnh nhan khau hoc........................39
I.2. Thong ke kinh nghiem s dung Internet........................39
I.3. Thong ke d nh mua hang trc tuyen.......................40
II.
KIEM NH MO HNH TAM-ECAM...........................................40
II.1. Xac nh o tin cay va o gia tr...............................40
II.2.1
o tin cay.....................................................................40
II.2.2
o gia tr.....................................................................41
1. Phan tch nhan to khang nh cap nhan to (bc
1) 42
2. Phan tch nhan to khang nh cho toan bo mo hnh
(bc 2)...................................................................................44
II.2. Trnh bay mo hnh TAM-ECAM cuoi cung.........................46
III.
Muc Luc
KIEM NH CAC GIA THUYET............................................46
CHNG V. SO SANH KET QUA PHAN TCH...................................48

I.
II.
SO SANH VI KET QUA CUA MO HNH e-CAM...............49

SO SANH VI KET QUA CUA MO HNH TAM va UTAUT.50
CHNG VI. KET LUAN VA E XUAT............................................51

I.
II.
TOM TAT KET QUA.............................................................52

E XUAT................................................................................52
II.1. Ham y quan ly................................................................52
II.2. Cac gii han cua luan van...........................................53
II.3. e xuat nghien cu tng lai..........................................53
TAI LIEU THAM KHAO.......................................................................55

PHU LUC 1. BANG CAU HOI............................................................57
PHU LUC 2. KET QUA PHAN TCH NHAN TO CAP 1...................63
PHU LUC 3. KET QUA PHAN TCH NHAN TO TOAN BO MO
HNH.......................................................................................................72
Danh muc bang bieu
DANH MUC BANG BIEU

VA HNH
YBang II. 1. Cac loai rui ro..............................................................13
Hnh II. 3. Ket qua kiem tra e-CAM tai My.....................................16
Hnh II. 4. Ket qua kiem tra e-CAM tai Han Quoc........................16
Bang III. 1. Tom tat la chon bien................................................28
Bang III. 2. Giai thch ly do cac bien Khong c chon (Ky
hieu Yes cot 7)........................................................................29
Bang III. 3. Giai thch ly do cac bien c chon (Ky hieu Yes
cot 7)............................................................................................31
Bang III. 4. Tom tat cac bien ngoai sinh c chon cho mo hnh
........................................................................................................32
Bang IV. 1. Thong ke ac tnh nhan khau hoc...........................39
Bang IV. 2. Thong ke kinh nghiem s dung Internet...................39
Bang IV. 3. Thong ke d nh mua hang trc tuyen..................40
Bang IV. 4. He so o tin cay.........................................................40
Bang IV. 5. Cac ch so thch hp CFA bc 1...............................42
Bang IV. 6. He so cac ch bao t phan tch CFA bc 1........43
Bang IV. 7. Cac ch so thch hp trong CFA bc 1.....................43
Bang IV. 8. o gia tr phan biet...................................................44
Bang IV. 9. He so cac ch bao t phan tch CFA bc 2........44
Bang IV. 10. o gia tr phan biet.................................................45
Bang IV. 11. Cac ch so thch hp trong CFA bc 2...................45
Hnh IV. 1. Ket qua chay mo hnh TAM-ECAM..................................46
Bang IV. 12. Gia tr cac he so ng dan va t-value.............47
Bang V. 1. Ket qua so sanh theo mo hnh e-CAM.........................49
Bang V. 2. So sanh tac ong cua PRP va PRT len BI................49
Bang cac ch viet tat
BANG CAC CH VIET TAT

Ch viet tat
Ngha
BI
D nh hanh vi
CFA
Phan tch nhan to khang nh
ECAM
Mo hnh e-CAM
EFA
Phan tch nhan to kham pha
FACI
Cac ieu kien thuan tien
PEU
Nhan thc tnh de s dung
PRP
Nhan thc rui ro lien quan en

san pham/dch vu
PRT
Nhan thc rui ro trong giao dch trc

tuyen
PU
Nhan thc s hu ch
SCREEN
Thiet ke giao dien
SEM
Lap mo hnh phng trnh co cau

truc
TAM
Mo hnh TAM
TERMI
Thuat ng
TMT
thng mai ien t
UTAUT
Mo hnh UTAUT
CHNG I.
GII THIEU
I.
Chng I: Gii thieu
TONG QUAN VE THNG MAI IEN T

Co the hnh dung mot cach n gian, TMT la mot
mo hnh kinh doanh c kch hoat thong qua cong
nghe thong tin. Mot mo hnh kinh doanh trnh bay 1 ke
hoach c to chc ro rang cho viec tang them gia
tr kinh te bang cach ap dung b quyet cho 1 tap hp
tai nguyen nham muc ch tao ra san pham hay dch
vu co the tieu thu c (Miles et al., 2000). Mo hnh
phai nh v s tang trng tng lai cua to chc
thong qua viec phat trien kien thc (ngha la b
quyet) va thu thap tai nguyen. Cac mo hnh kinh
doanh truyen thong tap trung vao thu thap tai nguyen
vat chat va viec thay the san pham va dch vu.
Cac thu tuc, c che kiem soat, bao cao, cau truc
quan ly, quan he gia cac to chc, va ng dung
cong nghe thong tin cua chung tap trung vao viec
bao am san pham va dch vu c di chuyen hu
hieu t nguon en ngi tieu dung. Cac mo hnh
toi u, phng phap va ky thuat a dang co ac tnh
kha canh quan ly hoat ong cua chung. Nhng chc
nang to chc co khuynh hng phan vung va
thng xuyen hoat ong oc lap e toi u ket qua
thc hien cua chung t phan con lai cua to chc
(ngha la cac phan ngam). Nhng mo hnh nay cung
am ng viec s hu vat chat cua to chc va
viec thay the san pham va dch vu, nhng ieu yeu
cau no duy tr nhng ieu kien thuan li cua rieng
no oi vi ton kho va hp ong vi cac doanh
nghiep khac e van chuyen san pham, hay e cung
cap trc tiep cac dch vu cua no. Viec chia se rui ro
gia to chc va nha cung cap cua no t khi xay ra.
Vai tro cua cong nghe thong tin bien oi t s t
ong hoa computer n gian en kch hoat tch hp
ben trong thong qua chia se thong tin. Trong mot vai
trng hp, cong nghe thong tin m rong vt qua
bien gii to chc nham cung cap cac lien ket song
con gia to chc va nha cung cap e xuc tien cac
quan he lam viec gan gui (vd. Walmart). [5]
TMT a bao trc nhieu c hoi mi cho cac to
chc kinh doanh thong qua viec m rong va nang cao
th trng cua chung cung vi viec keo dai va
Khao sat mot so yeu to

tac ong vao s san sang cua thng mai ien t
- Nam 2004 -
Chng I: Gii thieu
banh trng cac kenh cung cap. TMT gom co viec

trao oi (v du, mua va ban) san pham, dch vu va
thong tin thong qua mang may tnh, bao gom Internet
(Kalakota & Whinston, 1996) [5]. Cong nghe thong tin a
lam cho cac to chc co kha nang phat trien cac
chien lc tap trung vao 1 mo hnh TMT va thc hien
nhng thay oi tan goc oi vi cach thc ho thc
hien kinh doanh.
Mot v du kha tham vong cua TMT, cac lien minh ao
cho phep cac to chc gop chung tai nguyen cua ho
cho thu li kinh te va vn ti th trng m rong.
Nhng phat trien gan ay trong cong nghiep hang
khong minh hoa cho khai niem nay, ac biet la cac
lien minh Star and One World. Thay v mot Cong ty au t
tai nguyen cua ho va chu rui ro khi gia nhap th
trng mi, cac Cong ty hang khong a hp nhat
vi nhau trong mot lien minh hp tac e cung cap
cac dch vu van chuyen khong ngat quang, ieu
nay lam li cho ho va va cho cong chung l hanh.
Cong nghe thong tin a tr thanh nguon kch hoat c
ban cho phep tch hp theo chieu ngang mot cach
thanh cong cua cac thanh vien th trng e at
hng thnh thong qua viec trao oi thong tin ien t.
Viec lien minh cung yeu cau cac thanh vien phai
phoi hp, va thiet lap tieu chuan thc hien chung
cho cac qua trnh kinh doanh cua ho e bao am
thanh cong cua no. Thanh cong tng t cung at
c trong viec tch hp theo chieu doc cua ho. V du,
ve may bay co the mua c thong qua nhng nha
ban le, nh Orbitz and Travelocity.com. Do o, Internet va
tat ca cac cong nghe thong tin lien i cua no a
thay oi phng tien to chc kinh doanh trong hnh thc
TMT.
Cong nghe thong tin co the tr thanh cong cu manh
cho phep cac to chc at c li the canh tranh
chien lc cha tng co trong th trng cua ho. ien
hnh la trong trng hp cua American Airlines va Sabre
trong nhng nam 1980 (Copeland & McKenny, 1998), cong
nghe a chng to la mot nhan to can ban cho
viec canh tranh hieu qua cua Cong ty va nh hnh lai
cach thc kinh doanh a c quan ly trong cong
nghiep van chuyen. Khong lam theo mc cong nghe
- Nam 2004 -
Chng I: Gii thieu
tng ng cua cac Cong ty dan au nganh, cac

Cong ty khac kho co the duy tr canh tranh. U.S Justice
Department a mo ta rang li the canh tranh 1 chieu
nh viec tr nen oc quyen khi e lai viec kiem
soat cho mot so t. Do o, cong nghe thong tin co
tiem nang e thay oi tan goc quang canh kinh
doanh.
Ngay nay, nhieu to chc ang tm thay chnh ban
than ho trong nhng tnh huong tng t. Khong lam
theo 1 mo hnh TMT a at ho vao v tr khong on
nh va thieu tnh canh tranh, chuyen en vai tro thap
hn trong th trng cua ho. Hn na, viec song con
co the oi hoi au t ln vao cong nghe thong tin
e cho phep ho tr thanh nhng doanh nghiep ien
t san sang (e-business ready). Ch n gian mang en
cong nghe thong tin va xay dng c s ha tang
cong nghe thong tin e ho tr TMT co the tham ch
khong am bao mot cach y ngha viec ton tai lau
dai cua doanh nghiep. a vao nhieu cong nghe hn
e giai quyet van e co the khong phai la cau
tra li can thiet. Viec ieu chnh hanh vi ca nhan
cung nh to chc phai c xem xet. e at c
nhieu li ch cua cong nghe thong tin va TMT, mot
to chc phai anh gia mot cach nghiem tuc cau
truc va qui trnh cua no (ngha la, kinh doanh, san
xuat, phan phoi, ), va xac nh bang cach nao no
co the tch hp hieu qua cong nghe thong tin vao
chnh ban than e co the at c cac mc ket
qua thc hien cao hn. Bi v cac mo hnh kinh doanh
th rat khac nhau, chuyen t mot mo hnh kinh doanh
bricks and motar (truyen thong) thanh 1 mo hnh TMT
thng yeu cau viec tai thiet ke hay tai lap tan
goc cac qui trnh va cau truc. Cac framework cua
Leavitt (1965) va Scott Morton (1995) ch ra rang viec
thay oi chien lc to chc hay viec s dung cong
nghe thong tin cua no se anh hng sau sac en
cac lnh vc khac cua to chc. Do o, ch n gian
mang en cac cong nghe Internet th khong the t
bao bao am cho viec thanh cong TMT (v.d., Toys R
Us).
Hn na oi vi viec thay oi to chc, viec thay oi
hanh vi ca nhan cung phai xay ra. Mot vai nghien
- Nam 2004 -
Chng I: Gii thieu
cu chu yeu ve quan ly cong nghe thong tin e

ngh manh me rang viec thc hien cong nghe thong
tin thanh cong yeu cau thay oi hanh vi mot cach
tch cc (Davis, 1998; Davis & Bagozzi, 1989; Venkatesh &
Davis, 1996, 2000). Thieu thc hien nhng thay oi nh
vay co the ngan tr chuyen oi; ch n gian mang
en cong nghe thong tin khong the t ong dan
en viec chap nhan cua no. Do o, quan ly viec
thc hien cong nghe thong tin trong to chc co the
chng minh la mot bc chu yeu e thc hien
thanh cong mot mo hnh TMT.
Viec chuyen oi t mot mo hnh bricks and motar
(truyen thong) sang mot mo hnh TMT a ra mot vai
thach thc ln. oi vi to chc, TMT phan anh
mot loai hnh kinh doanh mi, va trnh bay mot mo
hnh kinh doanh theo cong nghe thong tin mi theo o
no phai ieu chnh thanh nhng phng phap hien
hanh va viec thc hanh quan ly kinh doanh. Mang
en cac cong nghe mi sinh ra mot so thach thc
khong the vt qua thong qua au t them vao cong
nghe. Tuy nhien, viec au t tang them co the co
mot so hieu qua han che trong viec giai quyet van
e toan cuc. Trong mot vai trng hp, no co the
khuech ai, lam tram trong hay tang cng van e
(ngha la hieu qua trai ngc) khi cac qui trnh tr
nen kho kiem che hn vi toc o nhanh hn hay la
b co lap. Nhng thach thc ln hn en t viec
yeu cau cac giai phap ve TMT, va thc hien (ngha
la, ieu chnh thc tien va at c s chap nhan)
va tch hp cong nghe thong tin vao cau truc hien
tai vi tam nhn la ca to chc cung hoat ong
thong nhat vi nhau. ieu nay yeu cau viec mang
lai va cam ket cho cac thay oi tan goc to chc
dan en viec tai lap, pha v mo hnh cu va khi
au loai hnh kinh doanh mi. Can c vao ong c
chien lc nen tang cua TMT (ngha la, e canh
tranh hieu qua; e ra va cung cap mot dch vu
khong-trung-lap cho th trng rong hn; duy tr, nang
cao hay gianh th phan) va thc hien IT.
Vi TMT, cac mo hnh kinh doanh co khuynh hng
nh hng lai to chc theo hng canh tranh tren th
trng toan cau thong qua cac mang ien t, ac
- Nam 2004 -
Chng I: Gii thieu
biet la Internet. Tng phan vi cac mo hnh kinh

doanh truyen thong, thong tin tr thanh nguon tai
nguyen chnh. Do o, viec chu y ln hn c tap
trung vao trao oi thong tin, can bang kien thc at
c thong qua tng tac cua to chc vi cac thc
the cua no, va sau o la tch hp va hp tac hanh
ong, ca ben trong to chc va vi cac to chc
khac. Cac qui trnh hoat ong tap trung vao toi u
hoa nhiem vu ca nhan phai c tai lap e cho
phep to chc nh la 1 tong the nham can bang
thong tin cua no e ap ng tot hn yeu cau cua
th trng, va tan dung li the cua cac lien minh hay
oi tac co the hoac la giup giai quyet viec giao
hang hoa hay dch vu, hoac nang cao/m rong th
trng cua no. Do o, viec thc hien 1 mo hnh TMT
bao gom viec mang lai nhng thay oi cha he co e
lam thch nghi to chc vi moi trng hoat ong
manh me va kch hoat IT, ngi ta yeu cau tai lap
to chc e thch hp hn vi 1 loai hnh kinh doanh
khac. Hammer va Champy (1993) nh ngha tai lap la
t duy lai mot cach c ban va thiet ke lai tan goc
cac qui trnh hoat ong e at c nhng cai thien
an tng trong nhng o lng ket qua thc hien
ng thi va quan trong, nh chi ph, chat lng, dch
vu va toc o (p. 32). Mot nhan to c ban e tai
lap la choc thung phong tuyen IT, loai cong nghe
mi giup tai thiet ke tan goc va thc hien cac qui
trnh kinh doanh.
Nhu cau tai lap tr thanh hien nhien hn vi TMT.
Do cong nghe thong tin cho phep va duy tr nhng mo
hnh nay, cong nghe thong tin nam vai tro ln trong
cac phng tien san xuat. Viec thay oi vai tro t
cong nghe thong tin ho tr hoat ong sang cong
nghe thong tin la hat nhan cua 1 doanh nghiep va
tr nen hng i quan trong cua s phat trien doanh
nghiep dan en thay oi loai hnh (Earl & Kahn, 2001).
S song con cua 1 doanh nghiep hien nay xoay quanh
viec lam cach nao e can bang tot gia cong
nghe thong tin va kien thc cua no. ieu nay ac
biet ung vi viec oi mi san pham va dch vu
khuyen khch thong tin thu thap c thong qua cac
giao dch va tng tac kinh doanh, va kien thc tch
- Nam 2004 -
Chng I: Gii thieu
luy c cua to chc (Cohen & Levinthal, 1989, 1990;

Hurley & Hult, 1998; Prahalad & Hamel, 1990). Kien thc
cua to chc cang ln, hoac la s hu noi bo hay
thong qua cac lien minh, th c hoi oi mi va song
con cang nhieu (Cockburn & Henderson, 1998; Cohen &
Levinthal, 1990; Lane & Lubatkin, 1998; Lane et al., 2001).
Cong nghe thong tin giup phat trien oi mi (Dewell
& Jones, 2000). V du, nhieu to chc hien ang chuyen
qua cac he thong quan ly quan he khach hang
(CRM) kch hoat cong nghe thong tin e quan ly tng
tac cua ho vi khach hang, thu c hieu biet sau
sac hn ve nhu cau cua khach hang cua ho, va duy
tr li the canh tranh (hay at li the canh tranh). CRM
giup hap dan, phat trien va duy tr quan he khach
hang thanh cong theo thi gian (Berry & Parasuraman,
1991; Day, 2000), va xay dng long trung thanh khach
hang (Kohli et al., 2001) thong qua oi thoai 2 chieu
hieu qua va hu hieu (Peppers et al., 1999) bang viec
hieu biet hanh vi khach hang, lien lac y tng vi
khach hang e anh hng hanh vi cua ho va khi
ong cac chien dch oi mi vi muc ch duy tr
khach hang hien tai va thu hut khach hang mi
(Kannan & Rao, 2001). Cac to chc phai can bang
kien thc cua ho (gia nhng yeu cau khac) cho
CRM e thu li t quan he khach hang (Massey et al.,
2001). e oi mi lien tuc va thanh cong, to chc
phai co kha nang chia se thong tin va kien thc ca
ben trong va gia khach hang va nha cung cap
thong qua viec thiet ke cac qui trnh va cau truc
cua no (Dewett & Jones, 2000). Do o, thc hien CRM
(Customer Relationship Management) ngha la can bang
kien thc to chc qua cong nghe thong tin. Hn na,
e thu li t cong nghe thong tin, to chc khong
phai ch thc hien IT, no cung phai thc hien nhng
thay oi to chc chu yeu phan anh chieu hng
mi cua no. CRM song song vi nhng phng phap
va ky thuat thu thap kien thc khac, nh viec khai
thac data va quan ly kien thc, la nhng v du minh
hoa cho tieu iem tai nguyen thong tin cua mo hnh
TMT.
Chuyen oi mot to chc bricks and motar sang TMT
bao gom viec nh hng lai nhng cach thc thc
hanh va qui trnh quanh Internet. Vi hau het cac to
- Nam 2004 -
Chng I: Gii thieu
chc, viec thay oi bieu th cac thc quan ly kinh

doanh khac biet ve can ban. Ve mat nay, El Sawy
(2001) cho rang viec tai lap la can thiet cho t duy
lai va thiet ke lai cac qui trnh hoat ong tai ca hai
cap o doanh nghiep va kenh cung cap e tan dung
li the ket noi Internet va nhng cach thc tao gia
tr mi (trang 7). Hn na, nhng thay oi tai lap cho
phep va xuc tien dong thong tin ca ben trong to
chc va vi oi tac kenh cung cap cua no. TMT
cung la phng tien cau truc to chc e tng tac
hu hieu va hieu qua vi nhng to chc khac
thong qua th trng ien t, la Internet.
Loai hnh TMT c phan chia thanh cac lnh vc nh
trong nen kinh te khong co Internet.
II.
B2B (business-to-business): doanh nghiep thc hien

kinh doanh vi cac doanh nghiep khac thong qua
Internet.
B2C (business-to-consumer): cac doanh nghiep ban
san pham va dch vu cho khach hang thong qua
Internet.
C2B (consumer-to-business): khach hang khi au
cac giao dch va mua san pham thong qua
Internet (vd. Priceline.com).
C2C (consumer-to-consumer): nhng cuoc au gia
trc tuyen thong dung nhat, ni khach hang trc
tiep mua va ban vi nhau (vd. eBay.com).
G2C (government-to-consumer): chnh phu thc hien
cac hoat ong trc tuyen vi khach hang (vd.
U.S. Portal Service).
Mobile commerce (m-commerce): s dung cac thiet
b khong day da tren song vo tuyen nh ien
thoai di ong (cell phone) va may tr ly ca nhan
ky thuat so (PDAs) e to chc cac giao dch
TMT thong qua he thong lien lac khong day.
Online banking: truy cap vao cac dch vu ngan
hang ve ca nhan hay doanh nghiep t dch vu
thng mai trc tuyen hay qua mang cong cong
nh Internet.
AT VAN E

- Nam 2004 -
Chng I: Gii thieu
TMT a gay c s chu y ai chung cung nh

cong ong kinh doanh va nghien cu. Sau o, hau
nh cung nhanh nh khi xuat hien, TMT t that bai
nhanh chong va tr nen m nhat trong nen kinh te.
Tuy tang trng vo cung cham chap trong nhng nam
gan ay, TMT van la mot lnh vc m rong vng
vang va manh me cua nen kinh te. Cac thong ke
cua phong thng mai My cho thay tong doanh so
ban le nam 2001 cua TMT la 32.6 ty USD va chiem
1% doanh so ban le toan bo (nam 2000 la 0.9% cua
tong doanh so ban le). Mac du so lieu nay cho
thay toc o tang trng cham hn nhieu so vi
nhng nam bung no trc ay, nhng nhng ngi
quan sat th trng d bao s tang trng on nh
cua TMT se c duy tr trong nhieu nam [17]. Van
e la ngi s dung chap nhan TMT mc o
nao? Cac yeu to nao co tac ong ang ke vao s
chap thuan TMT cua ngi s dung?
Ngoai viec quan tam chnh ve c s ha tang ky
thuat va ieu kien kinh te xa hoi, nhan thc cua
ngi s dung ve cac he thong thng mai ien t
cung la yeu to quan trong ong gop vao s thanh
cong cua viec trien khai, duy tr va phat trien he
thong thng mai ien t. Nhan thc cua ngi s
dung a c nghien cu nhieu nc tren the
gii da can ban theo mo hnh TAM. Nhieu nha
nghien cu a s dung Mo hnh chap thuan cong
nghe (Technology Acceptance Model - TAM) (Davis 1989) e
d oan s chap thuan cua ngi s dung ve cac
ng dung thng mai ien t (Devaraj 2002; Hsu va Lu;
Olson va Boyer 2003). Olson va Boyer (2003) a cho rang
anh hng cua khac biet ca nhan ve s chap
thuan cong nghe mi nh cac trang web thng mai
ien t thng khong c chu trong trong khi Lightner
(2003) bao ve y kien lien quan en cac ac iem
nhat nh ve kinh nghiem mua hang trc tuyen co
quan he vi cac ac tnh nhan khau hoc. Joongho Ahn,
Jinsoo Park, va Dongwon Lee (2001) a tch hp TAM vi
thuyet nhan thc rui ro (Theories of perceived risk TPR)
trong mot nghien cu thc nghiem e giai thch s
chap thuan thng mai ien t vi mo hnh e-CAM (Ecommerce Adoption Model).
- Nam 2004 -
Chng I: Gii thieu
Nh vay, cac yeu to nao co the tac ong vao

nhan thc cua ca nhan trong viec s dung cac he
thong thng mai ien t la mot van e quan trong
can quan tam trong cac nghien cu ve nhan thc
va hanh vi.
Vi hien thc ngay cang phat trien cua thng mai
ien t, toi chon thc hien e tai Khao sat mot
so yeu to tac ong vao s san sang cua
thng mai ien t vi nh hng nghien cu
kham pha trong lnh vc nhan thc ve hoat ong
thng mai ien t B2C.
III. MUC TIEU VA PHAM VI NGHIEN CU
1.Muc tieu nghien cu
Viet Nam, vi c s ha tang han che va cac ieu
kien kinh te xa hoi cha c thuan li cho viec phat
trien thng mai ien t, nghien cu nay nh hng
tap trung khao sat mot so yeu to a c kiem tra
thc nghiem trong cac nghien cu trc ay tren
the gii. Song song vi viec kiem tra lai cac yeu to
tac ong vao nhan thc cua ngi s dung, nghien
cu nay khao sat tnh san sang cua ngi s dung
vi cac he thong thng mai ien t la cac website
thng mai. Noi cach khac, nghien cu tap trung vao
khao sat he thong thng mai ien t B2C vi yeu
to nhan thc la muc tieu khao sat.
Nghien cu cung nh hng xac nh gia tr cua
mot so kien truc tac ong vao s chap thuan he
thong thong tin noi chung va thng mai ien t noi
rieng, cac kien truc nay c chat loc t nhng
nghien cu thc nghiem trc ay tren the gii.
Cuoi cung, luan van neu mot so e xuat cho cac
nghien cu tng lai thong qua mot so ket qua tm
c t nghien cu nay. Cac ham y ro rang cua
ket qua t tap d lieu thc nghiem cung se c
phan tch va dien dch cho phu hp moi trng kinh
doanh thc te nham cung cap mot so y tng ban
au cho nhng doanh nghiep nao d nh thiet lap
va phat trien he thong thng mai ien t trong
hien tai va tng lai.
2.Pham vi nghien cu

- Nam 2004 -
10
Chng I: Gii thieu
Pham vi nghien cu cua e tai c gii han trong

van e nhan thc cua ca nhan ve cac he thong
thng mai ien t a s dung. Vi c mau han
che va so lng cac trang web c khao sat co tnh
phan tan nen e tai ch gii han trong viec anh
gia mot so kien truc chnh ma khong neu ra mot
ket luan nhan qua cho mo hnh nghien cu.
IV. Y NGHA THC TIEN
Ket qua nghien cu se ong gop vao hieu biet
chung oi vi viec chap thuan cua ngi s dung
TMT, la mot hoat ong kinh te mi ang rat can
cac nghien cu cu the cho viec ap dung thanh cong
trong thc te. Cac yeu to tm thay trong qua trnh
nghien cu co the c s dung e hoach nh viec
thiet lap he thong TMT trong tng doanh nghiep cu
the. Viec nay cung giup cac doanh nghiep nhan
thc tam quan trong cua viec nang cao he thong
phuc vu khach hang trong TMT (oi tac, ngi tieu
thu,).

- Nam 2004 -
CHNG II.
C S LY THUYET
Luan van Cao hoc QTDN-K12Chng II:C

12 s ly thuyet
PHAN A. CAC MO HNH NGHIEN CU TRC AY

I.
MO HNH CHAP THUAN CONG NGHE (TAM)

Trong na cuoi the ky 20, nhieu ly thuyet a c
hnh thanh va c kiem nghiem nham nghien cu
s chap thuan cong nghe cua ngi s dung.
Fishbein va Ajzen (1975) a e xuat Thuyet Hanh
ong Hp Ly (Theory of Reasoned Action - TRA), Ajzen
(1985) e xuat Thuyet Hanh Vi D nh (theory of
planned behavior - TPB), va Davis (1986) a e xuat Mo
Hnh Chap Nhan Cong Nghe (Technology Acceptance
Model - TAM). Cac ly thuyet nay a c cong nhan
la cac cong cu hu ch trong viec d oan thai o
cua ngi s dung. ac biet, TAM a c cong
nhan rong rai la mot mo hnh tin cay va manh trong
viec mo hnh hoa viec chap nhan IT cua ngi s
dung. "Muc tieu cua TAM la cung cap mot s giai
thch cac yeu to xac nh tong quat ve s chap
nhan computer, nhng yeu to nay co kha nang giai
thch hanh vi ngi s dung xuyen suot cac loai
cong nghe ngi dung cuoi s dung computer va
cong ong s dung" (Davis et al. 1989, trang 985). Do
o, muc ch chnh cua TAM la cung cap mot c s cho
viec khao sat tac ong cua cac yeu to ben ngoai
vao cac yeu to ben trong la tin tng (beliefs), thai
o (attitudes), va y nh (intentions). TAM c he
thong e at muc ch tren bang cach nhan dang
mot so t cac bien nen tang (fundamental variables)
a c cac nghien cu trc o e xuat, cac
bien nay co lien quan en thanh phan cam tnh
(affective) va nhan thc (cognitive) cua viec chap
thuan computer [16].
TMT la san pham cua phat trien cong nghe thong
tin (Information Technology - IT), do o, mo hnh khao sat
cac yeu to tac ong vao viec chap thuan IT cung
c ap dung thch hp cho viec nghien cu van e
tng t trong TMT. TAM c trnh bay trong Hnh 1.
I.1.
Cac kien truc chnh
I.1.1 Nhan thc s hu ch

- Nam 2004 -

13 s ly thuyet
La cap o ma mot ngi tin rang s dung mot he

thong ac thu se nang cao ket qua thc hien cua
ho (Davis 1989, trang 320).
I.1.2 Nhan thc tnh de s dung
La cap o ma mot ngi tin rang s dung mot he
thong ac thu se khong can no lc (Davis 1989,
trang 320).
I.1.3 Thai o hng en viec s dung
La cam giac tch cc hay tieu cc (co tnh c lng)
ve viec thc hien hanh vi muc tieu (Fishbein va Ajzen
1975, trang 216). nh ngha nay lay t Thuyet hanh
ong hp ly (Theory of Reasoned Action - TRA)
I.2.
Mo hnh TAM
TAM c trnh bay trong Hnh 1 la mo hnh c gii

thieu lan au cua Davis (1986). Sau nay, cac nghien
cu bo sung cua Thompson et al. (1991) va Davis (1993)
e xuat nen bo thanh phan D nh S Dung va
noi trc tiep Thanh Phan Thai o sang Thanh Phan
Hanh Vi. Thompson et al. (1991) a chng to D nh
S Dung nen c loai tr bi v chung ta quan tam
vao hanh vi thc s (s dung he thong). Hanh vi nh
vay a xay ra trong qua kh, trong khi D nh Hanh
Vi la xac suat chu quan ma ngi s dung se thc
hien hanh vi nay trong chu e (Fishbein va Ajzen
1975, trang 12) va do o no lien quan ti hanh vi tng
lai. Do o, neu nghien cu co d nh khao sat
hanh vi chap thuan cong nghe trong qua kh th nen
bo thanh phan D nh Hanh Vi [16].
Da tren cac nghien cu thc nghiem sau khi mo hnh
TAM au tien c cong bo, kien truc thai o
(Attitude construct - A) a c bo ra khoi mo hnh TAM
nguyen thuy (Davis, 1989; Davis et al., 1989) v no khong
lam trung gian ay u cho s tac ong cua PU len
hanh vi d nh (behavioral intention - BI) (Venkatesh,
1999). Hn na, mot vai nghien cu sau o (Adams et
al., 1992; Fenech, 1998; Gefen and Straub, 1997; Gefen va
Keil, 1998; Igbaria et al., 1997; Karahanna va Straub, 1999;
Lederer et al., 2000; Mathieson, 1991; Straub et al., 1995; Teo
et al., 1999; Venkatesh va Morris, 2000) a khong xem
xet tac ong cua PEU/PU len Thai o (attitude - A)
va/hoac BI. Thay vao o, ho tap trung vao tac ong
- Nam 2004 -

14 s ly thuyet
Tin tng
Thai o
(Thanh phan nhan thc)(Thanh phan cam tnh)
Thanh phan
Hanh vi
Nhan thc
s hu ch
Cac bien
ngoai sinh
Thai o
hng en s dung
D nh
s dung
S dung
he thong thc s
Nhan thc
tnh de s dung
Hnh II. 1. Mo hnh khai niem
trc tiep cua PEU va/hoac PU len viec S Dung He

Thong Thc S [6].
Trong e tai nay, toi co y nh khao sat ca hanh vi
trong qua kh va quan trong la d nh hanh vi trong
tng lai nen se s dung kien truc BI (hanh vi d
nh) va bo i kien truc A (thai o) theo nh ket qua
trong cac nghien cu trc ay.
II.
MO HNH CHAP NHAN S DUNG THNG MAI

IEN T (e-CAM)1
II.1. Cac kien truc chnh
II.1.1 Nhan thc rui ro lien quan en san
pham/dch
vu
(Perceived
Risk
with
Product/Service - PRP)
Bauer (1960) e cap rang niem tin ve nhan thc rui
ro nh la yeu to chu yeu oi vi hanh vi ngi tieu
dung co the la 1 yeu to chnh anh hng viec
hoan chuyen cua ngi duyet web en ngi mua
hang thc s. Cox and Rich (1964) e cap en nhan
thc rui ro nh tong cua nhan thc bat nh bi
1 Trong t ien ien t Oxford Advanced Learners Dictionary nh

ngha t Adoption: [U] the decision to start using sth such as an idea,
a plan or a name, vi v du cu the: the adoption of new technology.
Nen trong bai nay, toi dch e-CAM la: Mo hnh chap nhan s
dung thng mai ien t. Cum t nay se c s dung thong
nhat trong suot e tai, viet tat la e-CAM.
- Nam 2004 -

15 s ly thuyet
ngi tieu dung trong 1 tnh huong mua hang ac thu.

Cunningham (1967) nhan thc rui ro t ket qua thc
hien toi, nguy hiem, rui ro sc khoe, va chi ph.
Roselius (1971) nhan dang 4 loai mat mat lien quan
en cac loai rui ro: thi gian, s may rui, ban nga,
va tien bac. Jacoby va Kaplan (1972) phan loai nhan
thc rui ro cua ngi tieu dung thanh 5 loai rui ro
sau: vat ly, tam ly hoc, xa hoi, tai chnh, va ket
qua thc hien (chc nang) (physical, psychological,
social, financial, and performance (functional)) c liet ke
trong Bang II.1. Taylor (1974) e ngh rang s bat nh
va nhan thc rui ro co the sinh ra ban khoan rang
cac anh hng tien trnh ra quyet nh tieu dung.
Murphy va Enis (1986) nh ngha nhan thc rui ro nh
s anh gia chu quan cua ngi tieu dung ve ket
qua tao ra 1 sai lam mua hang. [6]
Bang II. 1. Cac loai rui ro

Risk Type
Financial Risk
Psychological
Risk
Physical Risk
Functional Risk
Social Risk
Time Risk
(Nonmonetary)
Definition
Rui ro ma san pham khong ang gia tai chnh

Rui ro ma san pham se thap hn hnh anh t khach hang
hnh dung
Rui ro ve s an toan cua ngi mua hay nhng ngi khac
trong viec s dung san pham
Rui ro ma san pham se khong thc hien nh ky vong
Rui ro ma 1 s la chon san pham co the mang lai ket qua
boi roi trc ban be/gia nh/nhom lam viec cua ngi ta
Rui ro ve ton thi gian chuan b ban liet ke mua hang, di
chuyen, tm thong tin, mua sam
va ch i giao san pham
Khi chung ta khong the thay hay cham trc tiep san
pham/dch vu trong th trng ien t (ngha la, cac
ac tnh vo hnh), ngi tieu dung co the cam thay
ban khoan hay khong chac chan khi ho co giao dch
vi nhng ngi ban hang trc tuyen. V du, san
pham/dch vu c giao cho ngi tieu dung co the
khong thc hien nh c mong i. Hn na, ngi
tieu dung co the c yeu cau chu chi ph nh van
chuyen va boc d, khi tra lai hay trao oi san
pham/dch vu. Cac tac gia nhan nh mat chc
nang va mat tai chnh (functional loss and financial loss)
nh cac loai rui ro lien quan en san pham/dch vu
- Nam 2004 -

16 s ly thuyet
han che ngi tieu dung thc hien cac giao dch trc
tuyen. [6]
Hn na, khi viec mua san pham/dch vu that bai,
chung ta co the mat thi gian, s thuan tien va no
lc lay san pham/dch vu ieu chnh hay thay the.
Mac dau thi gian la no lc phi tien bac va bien
ong gia cac ca nhan, cac tac gia nhan nh thi
gian nh mot chi ph ma ngi tieu dung phai tra cho
san pham/dch vu. Do o, cac tac gia nhan nh
ton thi gian (time loss) nh 1 rui ro tang them vi
san pham/dch vu. [6]
Sau khi mua san pham/dch vu qua Internet, ngi tieu
thu co the tm thay 1 san pham/dch vu chat lng
bang hoac cao hn vi mc gia thap hn. Do o, cac
tac gia nhan nh 1 loai rui ro khac, mat c hoi
(opportunity loss), la rui ro thc hien 1 hanh ong ma
ngi tieu dung se bo l thc hien ieu g khac
ma ho thc s muon lam. [6]
Do o, cac tac gia nh ngha nhan thc rui ro vi
san pham/dch vu (PRP) nh tong chung cua bat nh
hay ban khoan c nhan thc bi 1 ngi tieu
dung trong 1 san pham/dch vu ac trng khi mua
hang trc tuyen. Cac tac gia nhan nh 5 loai PRP nh
sau: mat chc nang, mat tai chnh, ton thi gian,
mat c hoi va nhan thc rui ro toan bo vi san
pham/dch vu (functional loss, financial loss, time loss,
opportunity
loss,
va
overall
perceived
risk
with
product/service). [6]
II.1.2 Nhan thc rui ro lien quan en giao dch
trc tuyen (Perceived Risk in the Context of
Online Transaction)
Vai nghien cu trong pham vi giao dch trc tuyen
(Hoffman et al., 1999; Jarvenpaa and Tractinsky, 1999;
Jarvenpaa et al., 2000; Ratnasingham, 1998; Swaminathan et
al., 1999) cho rang s tin cay hay tn nhiem cua khach
hang se c cai thien bang cach gia tang tnh trong
suot cua tien trnh giao dch (v du, phi bay toan bo
ac tnh, nguon goc, va ngha vu cua nha cung cap),
gi lai d lieu ca nhan toi thieu yeu cau t ngi
tieu dung, va bi viec tao ra trang thai ro rang va

- Nam 2004 -

17 s ly thuyet
hp phap cua bat ky thong tin nao c cung cap.

[6]
Bhimani (1996) ch ra s e doa oi vi viec chap
nhan TMT co the bieu lo t nhng hanh ong
khong hp phap nh viec nghe trom, lo password,
chnh sa d lieu, anh la, va qut n. Do o,
Bhimani (1996) va Ratnasingham (1998) e ngh cac yeu
cau can ban cho TMT la lam thoa man nhng van
e sau: s chng thc (authentication), s cap phep
(authorization), s san sang (availability), s tin can
(confidentiality), toan ven d lieu (data integrity), khong
khc t (nonrepudiation), va cac dch vu ng dung
co kha nang chon (selective application services). [6]
Swaminathan et al. (1999) khang nh rang ngi tieu
dung anh gia nhng ngi ban hang trc tuyen
trc khi ho thc hien giao dch trc tuyen va do o
cac ac tnh cua ngi ban hang ong vai tro quan
trong trong viec xuc tien giao dch. [6]
Rose et al. (1999) nhan dang cac tr ngai ky thuat va
chi ph lien quan cua chung va nhng gii han ac
thu oi vi TMT B2C, bao gom tr hoan download, gii
han cua giao dien (limitations of the interface), cac van
e do tm (search problems), o lng thanh cong ng
dung Web khong thch hp, an toan yeu, va thieu cac
tieu chuan Internet. Do o, ho phat bieu rang neu
ngi ta thc hien nhng giao dch kinh doanh vi cac
thng gia khong thanh that hoac neu nhng thong
tin nhay c lu trong nhng c s d lieu khong an
toan, s e doa an toan ton tai ngay ca khi d lieu
c bao ve hoan hao trong giao dch. [6]
Do o, cac tac gia nh ngha nhan thc rui ro trong
pham vi giao dch trc tuyen (PRT) nh 1 rui ro giao dch
kha d ma ngi tieu dung co the oi au khi boc
lo nhng phng tien ien t cua viec thc hien
thng mai. Bon loai PRT c nhan nh nh sau: s b
mat (privacy), s an toan-chng thc (securityauthentication), khong khc t (nonrepudiation), va
nhan thc rui ro toan bo ve giao dch trc tuyen
(overall perceived risk on online transaction). [6]
II.2.
Mo hnh e-CAM

- Nam 2004 -

18 s ly thuyet
Joongho Ahn, Jinsoo Park, va Dongwon Lee (Risk-Focused ECommerce Adoption Model - A Cross Country Study, Jun 2001)
a tch hp TAM va thuyet nhan thc rui ro (theories of
perceived risk - TPR) trong mot nghien cu thc nghiem
trong ca hai nc My va Han Quoc e giai thch s
chap nhan s dung TMT (Xem Hnh 2). Nghien cu
nay a cung cap kien thc ve cac yeu to tac
ong en viec chuyen ngi s dung Internet thanh
khach hang tiem nang. Nhan thc tnh de s dung
(perceived ease of use - PEU) va nhan thc s hu ch
(perceived usefulness - PU) phai c nang cao, trong khi
nhan thc rui ro lien quan en san pham/dch vu
(perceived risk relating to product/service - PRP) va nhan
thc rui ro lien quan en giao dch trc tuyen
(perceived risk relating to online transaction - PRT) phai c
giam i. Tuy ket qua kiem tra mo hnh e-CAM My
va Han Quoc cho ket qua khac nhau (tham ch trai
ngc nhau xem Hnh 3 va Hnh 4), nhng khong v the
ma mo hnh giam gia tr, ngc lai, no cho thay cac
yeu to tac ong len viec chap thuan s dung TMT
cua tng vung van hoa khac nhau la khac nhau
ang ke [6]. Do o, toi d nh s dung mo hnh eCAM tch hp vi TAM trong nghien cu nay nham
kiem tra thc nghiem cu the tai Viet Nam.
Nhan thc rui ro trong

pham vi giao dch (PRT)
Nhan thc
tnh de s dung (PEU)
Theo TAM
Nhan thc rui ro vi

san pham/dch vu (PRP)
Hanh vi mua
(PB)
Nhan thc
s hu ch (PU)
Hnh II. 2. Mo hnh e-CAM

- Nam 2004 -

19 s ly thuyet
Hnh II. 1. Ket qua kiem tra e-CAM tai My
Hnh II. 2. Ket qua kiem tra e-CAM tai Han Quoc
III. MO HNH KET HP VE CHAP THUAN VA S

DUNG CONG NGHE (UTAUT)
III.1. Cac kien truc chnh
III.1.1
Ky
vong
ket
qua
thc
hien
(Performance Expectancy)
Ky vong ket qua thc hien c nh ngha la cap
o ma mot ca nhan tin rang s dung he thong
- Nam 2004 -

20 s ly thuyet
ac thu nao o se giup ho at c li ch trong thc

hien cong viec. Kien truc nay c tong hp t 5
kien truc khac co lien quan trong cac mo hnh noi
bat a c thc nghiem trc o, cac kien truc
khac a c tch hp trong kien truc nay la: Nhan
thc s hu ch (t mo hnh TAM), ong C Ben Ngoai
(t mo hnh MM), thch hp cong viec (t mo hnh
MPCU), li the co lien quan (t mo hnh IDT), va Ky
Vong Ket Qua (t mo hnh SCT). Cac kien truc nay
c anh gia la tng t nhau va cac tac gia a
chon loc cac thang o t o cho kien truc Ky Vong
Ket Qua Thc Hien nay. [19]
III.1.2
Ky vong no lc (Effort Expectancy)
Ky vong no lc c nh ngha la mc o de ket
hp vi viec s dung he thong (thong tin). Kien truc
nay cung c tch hp t 3 kien truc c xem la
tng t trong cac mo hnh noi bat hien tai e la
chon thang o phu hp. Cac kien truc khac a c
tch hp trong kien truc nay la: Nhan Thc Tnh De
S Dung (t mo hnh TAM/TAM2), s phc tap (t mo
hnh MPCU), va De S Dung (t mo hnh IDT). [19]
III.1.3
Anh hng xa hoi (Social Influence)
Anh hng xa hoi c nh ngha la mc o ma
mot ca nhan nhan thc rang nhng ngi quan
trong khac tin rang anh/co ta nen s dung he thong
mi. Anh hng xa hoi c tch hp t cac kien
truc khac tng t nhau la: Tieu Chuan Chu Quan
(Subjective Norm, lay t mo hnh TRA, TAM2, TPB/DTPB
va C-TAM-TPB), Cac Nhan To Xa Hoi (Social Factors, lay
t mo hnh MPCU), va Hnh Anh (Image, lay t mo
hnh IDT). [19]
III.1.4
Cac ieu kien thuan tien (Facilitating

Conditions)
Cac ieu kien thuan tien c nh ngha la mc
o ma mot ca nhan tin rang c s ha tang to chc
va ky thuat ton tai e ho tr viec s dung he
thong. nh ngha nay lay t cac khai niem noi bat
vi 3 kien truc khac nhau: Nhan Thc Kiem Soat
Hanh Vi (lay t mo hnh TPB, DTPB, C-TAM-TPB), Cac
ieu Kien Thuan Tien (lay t mo hnh MPCU), va S
Tng Thch (lay t mo hnh IDT). [19]
- Nam 2004 -

21 s ly thuyet
III.2. Mo hnh UTAUT

Viswanath Venkatesh, Michael G. Moris, Gordon B. Davis, va
Fred D. Davis a thiet lap mo hnh UTAUT (Unified Theory
of Acceptance and Use of Technology). Mo hnh nay la s
ket hp mot so thanh phan cua 8 ly thuyet/mo
hnh trc o vi muc tieu thiet lap mot quan iem
chung nhat phuc vu cho viec nghien cu s chap
thuan cua ngi s dung ve he thong thong tin mi
[19]. Tam mo hnh/ly thuyet thanh phan a c xem
xet la:
-
TRA (Theory of Reasoned Action)

TAM (Technology Acceptance Model)
MM (Motivation Model)
TPB (Theory of Planned Behavior)
C-TAM-TPB (a model combining TAM and TPB)
MPCU (Model of PC Utilization)
IDT (Innovation Diffusion Theory)
SCT (Social Cognitive Theory)

- Nam 2004 -

22 s ly thuyet
Mo hnh UTAUT la mot mo hnh ket hp t cac ly

thuyet a c biet en va cung cap nen tang
hng dan cho cac nghien cu trong tng lai lnh
vc cong nghe thong tin. Bang cach cha ng cac
sc manh kham pha c ket hp cua tng mo hnh
rieng biet va cac anh hng chu yeu, UTAUT a ra
cac ly thuyet tch luy trong khi van duy tr cau truc chi
tiet. S o cau truc mo hnh UTAUT c trnh bay nh
sau:
PHAN B. LAP MO HNH PHNG TRNH CAU TRUC
(SEM STRUCTURAL EQUATION MODELLING)
I.
GII THIEU
Phan nay tom tat ngan gon va khong thien
ve ac tnh ky thuat cua cac van e can ban
co lien quan trong SEM, bao gom cac van e
c lng, thch hp mo hnh, va cac gia thiet
thong ke.
SEM (Structural Equation Modelling) la mot ky thuat
mo hnh thong ke rat tong quat, c s dung
rong rai trong khoa hoc nghien cu hanh vi. No
co the c xem la s ket hp cua phan tch
nhan to va hoi quy hay phan tch ng dan.
S quan tam trong SEM thng la vao cac kien
truc ly thuyet, c trnh bay bi cac nhan to
ngam. Cac quan he gia cac kien truc ly
Performance
Expectancy
Effort
Expectancy
Behavioral
Intention
Use
Behavior
Social
Influence
Facilitating
Conditions
Gender
Age
Experience
Voluntariness
Of Use
Hnh II. 5. Mo hnh UTAUT
thuyet c trnh bay bi cac he so hoi quy hay

- Nam 2004 -

23 s ly thuyet
he so ng dan gia cac nhan to. SEM am

ch 1 cau truc cua cac hiep tng quan
(covariances) gia cac bien c quan sat, cac
quan he nay cho ra mot ten khac la mo hnh
hoa cau truc hiep tng quan (covariance structure
modeling). Tuy nhien, mo hnh co the c m
rong them bao gom trung bnh cua cac bien
quan sat c hoac cac nhan to trong mo hnh,
lam cho ten mo hnh hoa cau truc hiep tng
quan t chnh xac. Nhieu nha nghien cu ch n
gian ngh mo hnh loai nay la cac mo hnh
Lisrel, ieu nay cung t chnh xac. LISREL la ch
viet tat cua Linear Structural RELations (cac quan
he cau truc tuyen tnh), va ten nay c
Jreskog s dung cho mot trong nhng chng trnh
SEM au tien thong dung nhat. Cac mo hnh
phng trnh cau truc ngay nay khong nhat thiet
phai tuyen tnh, va kha nang m rong cua SEM
xa hn phng trnh Lisrel ban au. V du, Browne
(1993) thao luan kha nang lam thch hp cac
ng cong phi tuyen.
SEM cung cap mot khung thuan tien va rat tong
quat cho cac phan tch thong ke bao gom cac
thu tuc a bien truyen thong, v du cac trng
hp ac biet la phan tch nhan to, phan tch
hoi quy, phan tch phan biet, va tng quan
canonical. SEM thng c minh hoa bang bieu
o ng dan. Phng trnh thong ke nay
thng c trnh bay trong mot he phng trnh
ma tran. Trong au thap nien 70, khi ky thuat
nay c gii thieu lan au trong nghien cu
xa hoi va nghien cu hanh vi, phan mem
thng yeu cau cai at ch ro mo hnh theo
ieu kien cua nhng ma tran nay. Do o, cac
nha nghien cu a phai loc viec trnh bay ma
tran t bieu o ng dan, va cung cap phan
mem vi 1 chuoi ma tran cho cac tap hp tham
so khac nhau, nh la he so nhan to va cac
he so hoi quy. Cac phan mem c phat trien
gan ay cho phep cac nha nghien cu ch
nh trc tiep mo hnh nh la 1 bieu o ng
dan. Viec nay hieu qua vi cac van e n
gian, nhng co the gay met moi oi vi cac
- Nam 2004 -

24 s ly thuyet
mo hnh co tnh phc tap hn. V ly do nay, phan

mem SEM hien tai cung van ho tr cac ac tnh
ky thuat cua mo hnh loai cau lenh-hay ma
tran.
Path analysis (phan tch ng xu hng) la ky
thuat thong ke dung e kiem tra quan he nhan
qua gia hai hay nhieu bien. Da tren he thong
phng trnh tuyen tnh.
Path analysis la thanh phan phu cua SEM, mot
thu tuc a bien ma theo nh ngha cua Ullman
(1996), cho phep kiem tra mot tap quan he gia
mot hay nhieu bien oc lap, hoac la lien tuc
hoac la ri rac, va mot hay nhieu bien phu
thuoc, hoac la lien tuc hoac la ri rac. SEM
lien quan en cac bien o lng c (measured
variable) va cac bien ngam (latent variable). Mot
measured variable la mot bien co the c quan
sat trc tiep va c o lng. Bien o lng
c cung c biet en nh bien quan sat c
(observed variable), bien ch bao hay bien bieu
th (indicator or manifest variables). Mot latent
variable la mot bien khong the c quan sat
trc tiep va phai c suy ra t measured
variable. Latent variables c am ch bi hiep
tng quan (covariances) gia hai hay nhieu
measured variables. Chung cung c biet en
nh la cac nhan to (ngha la, phan tch nhan
to), cac bien kien truc hay cac bien khong
quan sat c (constructs or unobserved variables).
SEM la s ket hp gia hoi quy a bien va
phan tch nhan to. Path analysis ch lien quan
en cac bien o lng (measured variables).
II.
CAC THANH PHAN CUA SEM

Co hai thanh phan: mo
(measurement model) va mo
(structural model).
hnh
hnh
o lng
cau truc
Measurement model: lien quan en quan he gia

measured variables va latent variables.
Structural model: ch lien quan en cac quan he gia
cac latent variables ma thoi.
- Nam 2004 -

25 s ly thuyet
Ky hieu trong SEM:

- Cac bien o lng c: hnh ch nhat hay vuong
- Cac bien ngam: elp hay hnh tron
- Cac khoan sai so: (nhieu cua cac bien ngam)
c a vao bieu o SEM, ai dien bi Es cho
cac bien o lng va Ds cho cac bien ngam.
Cac khoan sai so ai dien phng sai phan d trong
cac bien khong c tnh cho cac ng dan
(pathways) c gia thiet trong mo hnh.
Tham so cua SEM:
- La cac bien, he so hoi quy va hiep tng quan
gia cac bien.
- Phng sai co the c ch ra bang mui ten hai au
ket thuc tai cung mot bien, hoac n gian hn, ky
hieu bang so trong hop ve bien hay cung tron.
- Cac he so hoi quy c trnh bay doc theo mui ten
mot chieu ch ra ng dan c gia thiet gia
hai bien (co trong so c ap dung cho cac bien
trong cac phng trnh hoi quy tuyen tnh)
- Hiep phng sai c ket hp vi cac mui ten
vong cung hai au gia hai bien hoac cac sai so va
bieu th vo hng (no directionality). Data cho SEM la
cac phng sai mau va hiep phng sai mau lay t
tong the (ky hieu S, phng sai mau quan sat c
va ma tran hiep phng sai).
III. KIEN TRUC SEM
Muc tieu trong viec xay dng 1 bieu o xu hng
(path diagram) hay mo hnh phng trnh cau truc, la tm
mot mo hnh u thch hp vi d lieu (S) e phuc vu
nh la 1 ai dien co ch cua o tin cay va giai thch
chi tiet d lieu.
Co 5 bc trong kien truc SEM:
1. Ch nh mo hnh (Model Specification)
2. Nhan dang mo hnh (Model Identification)
3. c lng mo hnh (Model Estimation)
4. anh gia o thch hp cua mo hnh (Assesing Fit of
the Model)
5. Hieu chnh mo hnh (Model Modification)
- Nam 2004 -

26 s ly thuyet
III.1. Ch nh mo hnh (Model Specification)

La viec chnh thc bat au mot mo hnh. Trong bc
nay, cac tham so c xac nh la co nh hay t do.
Tham so co nh (fixed parameters) khong c c
lng t d lieu va c gan mot cach tieu bieu
bang 0 (ch ra khong co quan he gia cac bien).
Cac ng dan cua cac tham so co nh c gan
nhan so (tr khi c gan gia tr la 0, trong trng
hp nay khong co ng dan nao c ve) trong
bieu o SEM. Tham so t do (Free parameters) c c
lng t d lieu quan sat va c ngi ieu tra tin
rang no khac 0. Viec xac nh tham so nao la co
nh hay t do trong SEM la rat quan trong v no xac
nh tham so nao se c s dung e so sanh bieu
o gia thuyet vi ma tran hiep phng sai va phng
sai tong the mau trong viec kiem tra tnh thch hp
cua mo hnh (bc 4). Viec chon tham so nao la co
nh va tham so nao la t do tuy thuoc vao ngi
nghien cu. S la chon nay trnh bay mot gia
thuyet tien e ve ng xu hng trong he thong la
quan trong trong the he cua cau truc lien quan cua
he thong c quan sat (v du, phng sai mau c
quan sat va ma tran hiep phng sai).
III.2. Nhan dang mo hnh (Model Identification)
Viec nhan dang quan tam en viec co hay khong gia
tr duy nhat cho moi va moi tham so t do co the thu
thap c t d lieu quan sat. No phu thuoc vao
viec la chon mo hnh va ac tnh ky thuat cua cac
tham so co nh, rang buoc va t do. Mot tham so b
rang buoc khi no trong mot tap hp vi cac tham so
khac. Cac mo hnh can phai c nhan dang hoan
chnh e co the c lng c (bc 3) va e
kiem nh gia thuyet ve quan he gia cac bien.
Co cac dang mo hnh co cau truc la just-identified,
overidentified, hay underidentified.
- just-identified model: trong o tng ng 1-1 gia
data va cac tham so cau truc. Ngha la, so phng
sai d lieu va so hiep phng sai bang vi so tham
so c c lng. Tuy nhien, mac dau kha nang
cua mo hnh la at c mot giai phap duy nhat
cho tat ca cac tham so, just-identified model khong
- Nam 2004 -

27 s ly thuyet
co s quan tam cua khoa hoc gia v bi no khong

co o t do va do o khong the b loai bo.
- Overidentified model: la mo hnh trong o so tham
so co the c lng c th nho hn so iem d
lieu (data points) (ngha la, phng sai, hiep tng quan
cua cac bien quan sat c). Tnh trang nay tao ket
qua ra o t do dng cho phep loai bo mo hnh, do
o c s dung mot cach khoa hoc hn. Muc ch
cua SEM la ch ra mot mo hnh nh vay ap ng
cac tieu chuan cua overidentification.
- Underidentified model: la mo hnh trong o so tham
so c c lng vt qua so phng sai va hiep
tng quan. Nh vay, mo hnh bao gom thong tin
khong y ngha (t d lieu au vao) cho viec at
c 1 giai phap xac nh ve c lng tham so;
ngha la, vo so cac giai phap la kha d cho 1
underidentified model.
III.3. c lung mo hnh (Model Estimation)
Trong bc nay, cac gia tr khi au cua tham so t
do c chon e sinh ra 1 ma tran hiep tng quan tong
the c c lng (estimated population covariance
matrix), (), t mo hnh. Cac gia tr khi au co the
c chon bi ngi nghien cu t thong tin ban
au, bi cac chng trnh may tnh c s dung e
xay dng SEM, hay t phan tch hoi quy a bien. Muc
tieu cua c lng la e sinh ra mot () hoi tu tren
ma tran hiep tng quan tong the quan sat c, S,
vi ma tran phan d (residual matrix) (khac biet gia
() va S) tr nen toi thieu. Nhieu phng phap co
the c s dung e sinh ra (). Viec chon cac
phng phap c hng dan bang ac tnh cua data
bao gom kch thc va phan phoi mau. Hau het cac
tien trnh c s dung la lap. Hnh thc tong quat
cua ham toi thieu la:
Q = (s - ())W(s - ())
Trong o:
s = vector bao gom phng sai va hiep phng sai
cua cac bien quan sat c.
() = vector bao gom cac phng sai corresponding
va hiep phng sai nh c d oan bi mo hnh.
- Nam 2004 -

28 s ly thuyet
W = ma tran trong so
(mot vai tac gia xem Q nh la F)
Ma tran trong so, W, trong ham tren, phu hp vi
phng phap c lng c chon. W c chon e toi
thieu Q, va Q(N-1) cho viec thch hp ham, trong hau
het cac trng hp mot thong ke phan phoi X 2. Ket
qua thc hien cua X2 b anh hng bi kch thc
mau, sai so phan phoi, nhan to phan phoi, va gia
thiet rang cac nhan to va sai so la oc lap (Ullman
1996). Mot vai phng phap c lung c s dung
thong dung nhat la:
Generalized Least squares (GLS)
FGLS = tr[([S - ()]W ) ]

-1
Trong o:
tr = toan t theo doi (trace operator), cong cac
yeu to tren ng cheo chnh cua ma tran
W-1 = ma tran trong so toi u, phai c chon bi
nha nghien cu (chon la thong thng nhat la
S)
-1
Maximum Likelihood (ML)
FML = log|| - log|S| + tr(S -1) - p

Trong trng hp nay, W = S-1 va p = so lng bien
c o lng
Asymptotically Distribution Free (ADF) Estimator
(Ham c lng t do phan phoi tiem can)
FADF = [S - ()]W-1[S - ()]
W, trong ham nay, bao gom cac yeu to xem xet trong
kurtosis.
Ullman (1996) va Hoyle (1995) thao luan ve cac thuan
li va gii han cua cac ham c lng tren ay.
ML va GLS hu ch cho d lieu phan phoi chuan khi
cac nhan to va sai so la oc lap, ADF hu ch cho
cac d lieu khong phan phoi chuan, nhng ch co
gia tr khi kch thc mau ln hn 2.500. Ullman ch ra
ham c lng tot nhat cho d lieu khong phan
phoi chuan va/hoac phu thuoc gia cac nhan to
va sai so la Scaled ML. Bat ke ham nao c chon,
- Nam 2004 -

29 s ly thuyet
ket qua mong i cua tien trnh c lng la at

c mot ham thch hp gan en 0. Mot ham thch
hp vi so iem la 0 ch ra rang ma tran hiep
phng sai c c lng cua mo hnh va ma tran
hiep phng sai mau nguyen thuy la tng ng.
III.4. anh gia o thch hp cua mo hnh (Assesing
Fit of the Model)
Nh a phan tch, gia tr ham thch hp gan en 0
c mong i cho o thch hp mo hnh. Tuy nhien,
noi chung, neu ty so gia X2 va bac t do nho hn 3,
mo hnh la thch hp tot (Ullman 1996).
e co o tin cay trong kiem nh o thch hp mo
hnh, kch thc mau t 100 en 200 c yeu cau
(Hoyle 1995).
Ullman (1996) thao luan s a dang cua cac ham thch
hp phan phoi khong-X2, ma ong ta goi la cac ch
so thch hp so sanh (comparative fit indices.) Hoyle
(1995) e cap en ieu nay nh cac ch so thch
hp phu thuoc (adjunct fit indices). Mot cach can ban,
nhng phng phap nay so sanh o thch hp cua
mot mo hnh oc lap (mot mo hnh khang nh
khong co quan he gia cac bien) e thch hp mo
hnh c c lng. Ket qua cua viec so sanh nay
th thng la mot so gia 0 va 1, vi 0.90 hoac ln
hn c chap nhan nh la cac gia tr ch ra o thch
hp. Ca Hoyle va Ullman e ngh s dung nhieu ch
so khi xac nh cac o thch hp mo hnh.
III.5. Hieu chnh mo hnh (Model Modification)
Neu ma tran phng sai/hiep phng sai c c lng
bang mo hnh khong mo phong mot cach thch hp
ma tran phng sai/hiep phng sai mau, cac gia
thuyet co the c hieu chnh va mo hnh c
kiem nh lai. e ieu chnh 1 mo hnh, cac ng
dan mi c ve them hay cac ng dan cu c
bo i. Noi cach khac, cac tham so c thay oi t
co nh ti t do hoac t t do en co nh. ieu
quan trong e nh la khi trong cac thu tuc thong ke
khac, la viec hieu chnh mo hnh sau viec kiem nh
lan au lam gia tang c hoi cua vap phai sai lam
loai I.
- Nam 2004 -

30 s ly thuyet
Cac thu tuc thong thng c s dung cho viec

hieu chnh mo hnh la Lagrange Multiplier Index (LM)
va Kiem nh Wald. Ca hai loai kiem nh nay bao
cao cac thay oi trong gia tr X2 khi cac ng dan
c ieu chnh.
LM yeu cau du co hay khong viec gia tang cac tham
so t do gia tang s thch hp cua mo hnh. Kiem nh
Wald yeu cau co hay khong viec xoa bo cac tham
so t do gia tang s thch hp mo hnh.
e ieu chnh ty le sai lam loai 1 gia tang, Ullman
(1996) yeu cau s dung mot gia tr xac suat thap
(p<0.01) khi tang them hay bo cac tham so. Ullman
cung yeu cau so sanh gia tr cheo (cross-validation)
vi cac mau khac. V trat t cua cac tham so t do
co the anh hng en viec la chon cua cac tham
so khac, LM nen c ap dung trc kiem nh Wald
(ngha la, cong them vao tat ca cac tham so trc
khi bat au xoa chung) (MacCullum 1986, a trch dan
cua Ullman 1996).
III.6. Trnh
bay
mo
hnh
cuoi
cung
(Final
Presentation of Model)
Khi mo hnh a at c o thch hp chap nhan c,
cac c lng rieng biet ve cac tham so t do c
anh gia. Cac tham so t do c so sanh vi gia tr
rong (null value), s dung thong ke phan phoi z.
Thong ke z at c bang cach chia tham so c
lng cho sai so chuan cua c lng o. Ty le cua
kiem nh nay phai vt +/-1.96 e quan he tr nen
co y ngha. Sau khi cac quan he rieng biet trong mo
hnh c anh gia, cac c lng tham so c
chuan hoa cho viec trnh bay mo hnh cuo cung. Khi
cac c lng tham so c chuan hoa, chung co
the c giai thch tham chieu vi cac tham so khac
trong mo hnh va cng o cua ng xu hng co
lien quan trong mo hnh co the c so sanh.

- Nam 2004 -
CHNG III.
THIET LAP MO HNH
NGHIEN CU
VA CAC GIA THUYET
I.
32
Chng III:Mo hnh va Gia thuyet
LAP MO HNH TAM-ECAM

Phan nay trnh bay mo hnh nghien cu cua e tai,
c at ten la TAM-ECAM do cac kien truc chnh ket
hp t hai mo hnhTAM va e-CAM a c trnh bay
trc ay.
Cac kien truc noi sinh la PU (Nhan thc s hu ch),
PEU (Nhan thc tnh de s dung), BI (Hanh vi d nh),
PB (Hanh vi mua thc s).
Cac kien truc ngoai sinh la TERMI (Thuat ng), SCREEN
(Thiet ke giao dien), FACI (Cac ieu kien thuan tien),
PRT (Nhan thc rui ro lien quan en giao dch trc
tuyen), PRP (Nhan thc rui ro lien quan en san
pham/dch vu).
I.1. La chon cac kien truc ngoai sinh
Viec la chon cac bien ngoai sinh da vao nhieu
nghien cu thc nghiem co gia tr trc ay.
Hai kien truc PRT (Nhan thc rui ro lien quan en giao
dch trc tuyen) va PRP (Nhan thc rui ro lien quan
en san pham/dch vu) c lay t mo hnh e-CAM
[6], hai kien truc nay a c thiet ke cho viec khao
sat nhan thc trong moi trng thng mai ien t
va c kiem tra thc nghiem theo mo hnh e-CAM tai
My va Han Quoc.
Van e con lai la la chon cac kien truc ngoai sinh
tac ong len PU va PEU. e n gian, toi lap bang
trnh bay tat ca cac kien truc tham khao t cac
nghien cu trc co lien quan en viec chon bien
trong e tai nay.
Bang III. 1. Tom tat la chon bien
Stt
2
3
Ref
.2
Bien
3
Tac
ong
[16]
COURSE
[16]
COURSE
[16]
EUC EXPERIENCE
[16]
EUC EXPERIENCE
[16]
TRAINING
[16]
TRAINING
PU
Khao sat
Ket
qua
Cho
n
PEU
Spreadsheet
S3
No
PU
Spreadsheet
No
PEU
Spreadsheet
No
PU
Spreadsheet
No
PEU
Spreadsheet
No
Spreadsheet
No
Theo tai lieu tham khao

Ghi chu: S: significant (co y ngha), NS: Not Significant (khong co y ngha)

- Nam 2004 -
Stt
Ref
.
33
Bien
[16]
SUPPORT
[16]
SUPPORT
[16]
COMPATIBILITY
10
[16]
COMPATIBILITY
11
[16]
12
[24]
13
14
Tac
ong
Khao sat
Ket
qua
Cho
n
PEU
Spreadsheet
No
PU
Spreadsheet
No
PEU
Spreadsheet
No
PU
Spreadsheet
No
S_RATING
PEU
Spreadsheet
No
RELEVANCE
PEU
E-library
No
[24]
RELEVANCE
PU
E-library
No
[24]
TERMINOLOGY
PU
E-library
NS
No
15
[24]
SCREEN DESIGN
PU
E-library
NS
No
16
[20]
COMPUTER SELF-EFFICACY
PEU
IS
No
17
[20]
COMPUTER ANXIETY
PEU
IS
No
18
[20]
COMPUTER PLAYFULNESS
PEU
IS
No
19
[20]
PERCEIVED ENJOYMENT
PEU
IS
No
20
[20]
OBJECTIVE USABILITY
PEU
IS
No
21
[21]
SUBJECTIVE NORM
PU
IS
No
22
[21]
IMAGE
PU
IS
No
23
[21]
JOB RELEVANCE
PU
IS
No
24
[21]
OUTPUT QUALITY
PU
IS
No
25
[21]
RESULT DEMONSTRABILITY
PU
IS
No
26
[16]
DEMOGRAPHIC
PEU
Spreadsheet
27
[16]
DEMOGRAPHIC
PU
Spreadsheet
28
[4]
EXPERIENCE WITH INTERNET
PU
Internet/WWW
Yes
29
[4]
PU
Internet/WWW
Yes
30
[24]
FACILITATING CONDITIONS
KNOWLEDGE OF SEARCH
DOMAIN
PEU
E-library
Yes
31
[24]
TERMINOLOGY
PEU
E-library
Yes
32
[24]
SCREEN DESIGN
PEU
E-library
Yes
33
[20]
PEU
IS
Yes
Yes
Yes
Bang III. 2. Giai thch ly do cac bien Khong c chon

(Ky hieu Yes cot 7)
Stt
Ref
.
Bien
Ta
c
o
ng
Giai thch
1
1
2
[16
]
[16
]
3
COURSE
4
PEU
COURSE
PU
[16
]
[16
]
EUC EXPERIENCE
PEU
EUC EXPERIENCE
PU
3
4
Bien nay mo ta khoa hoc ap dung

cho hoc vien trong khao sat phan
mem bang tnh. La bien nhan khau
hoc co the thay the bang cac yeu
to nhan khau hoc khac thch hp hn
cho E-comm nen khong s dung c
trong luan van
Cac items s dung trong bien nay
khong phu hp vi pham vi nghien
cu

- Nam 2004 -
34
Stt
Ref
.
Bien
Ta
c
o
ng
Giai thch
1
5
2
[16
]
[16
]
3
TRAINING
4
PEU
TRAINING
PU
[16
]
[16
]
SUPPORT
PEU
SUPPORT
PU
[2]
COMPATIBILITY
10
[2]
COMPATIBILITY
11
[2]
S_RATING
PEU
12
[24
]
RELEVANCE
PEU
13
[24
]
[24
]
[24
]
[20
]
RELEVANCE
PU
TERMINOLOGY
PU
SCREEN DESIGN
PU
COMPUTER SELF-EFFICACY
PEU
17
[20
]
COMPUTER ANXIETY
PEU
18
[20
]
COMPUTER PLAYFULNESS
PEU
19
[20
]
PERCEIVED ENJOYMENT
PEU
20
[20
]
[21
]
OBJECTIVE USABILITY
PEU
7
8
14
15
16
21
SUBJECTIVE NORM
PEU
PU
PU
Viec huan luyen ch thch hp vi

cac IS, khong thch hp trong moi
trng E-com B2C trong nghien cu, v
ay la moi trng ao, ch co ho
tr ch khong co huan luyen mot
cach rach roi
Theo [16], ho tr gom 2 loai: (1) ho
tr phat trien ng dung va (2) ho
tr chung bao gom ho tr cua quan
ly cap cao va phan bo nguon lc.
Cac loai ho tr nay thng t ben
trong, khong phu hp vi muc tieu
nghien cu cua thesis. Hn na, viec
ho tr co the o thong qua bien
Facilitang Conditions (Cac ieu kien
thuan tien) trong [20] phu hp vi
moi trng ao hn.
Bien nay cha thay xuat hien trong
cac nghien cu moi trng ao
Ch s dung thang o 1 muc e anh
gia chung ve mot he thong cu the,
khong thch hp trong moi trng
thng mai ien t
Khong thch hp vi e tai do viec
khao sat khong tap rung vao mot
trang web cu the nao
Nh tren
Bien nay a c test la khong lien
quan ang ke
Bien nay a c test la khong lien
quan ang ke
Do nh ngha a c trnh bay trong
[20] khong phu hp vi moi trng
thng mai va thang o a c phat
trien cua no (10 items) khong phu
hp vi pham vi nghien cu cua
thesis
La s e s ca nhan, tham ch s hai
khi ngi ta oi mat vi trien vong
s dung computer. ieu nay khong
lien quan vi E-com B2C
La mc o cua cac nhan thc t
phat
trong
cac
tng
tac
microcomputer, ieu nay cung khong
phu hp vi e-com B2C
La thanh phan ieu chnh trong [20],
anh hng qua kinh nghiem gia tang,
ch
nghien
cu
c
bang
longitudinal, kho nghien cu bang
survey
Nh muc 19
Tieu chuan chu quan nay khong
lien quan E-com B2C

- Nam 2004 -
35
Stt
Ref
.
Bien
Ta
c
o
ng
Giai thch
1
22
2
[21
]
3
IMAGE
4
PU
23
[21
]
[21
]
[21
]
JOB RELEVANCE
PU
OUTPUT QUALITY
PU
RESULT DEMONSTRABILITY
PU
24
25
Do bac bo bien 21 nen bien nay

cung b bo theo. Xem nh ngha chi
tiet trong [21]
Giong nh RELEVANCE. Kien truc nay
ch nh he thong ac thu.
Hai bien nay a b bac bo theo [24].
Xem chi tiet dien giai () di ay
Theo [24]: Cac ac tnh he thong co kha nang anh hng

trc tiep ca PEU va PU ve he thong thong tin. Cac nghien
cu bao gom cac bien ngoai sinh cua TAM a tm thay quan
he co y ngha gia cac bien he thong va cac kien truc
niem tin cua TAM. Tuy nhien , cac nghien cu nay hoac la
s dung nhng bien gia (dummy variable) e trnh bay IS khac
nhau hay tha nhan 1 kien truc toan bo n, nh la nhan
thc chat lng he thong (perceived system quality) hay chat
lng ket qua (output quality), e thay the cho cac ac tnh
he thong. Hoat ong n gian thai qua nay khong lam noi
bat tac ong cua cac ac tnh he thong rieng biet len
viec chap nhan cua ngi s dung. Do o, co s can thiet
e nhan dang nhng ac tnh he thong ac thu va kiem
tra cac tac ong rieng biet cua chung len ca PEU va PU ve
cac th vien so hoa. Quan he gia cac ac tnh he thong a
dang va cac kien truc niem tin trong TAM co the c kiem
tra thong qua kien truc s dung. Thay v kiem tra tnh de s
dung hay s hu ch, cac nha nghien cu khoa hoc th vien
a tap trung vao viec s dung cac th vien so hoa. Viec
s dung th c nh ngha nh la cach thc de nh the
nao va hieu qua nh the nao mot he thong computer co
the co the c s dung bi mot tap hp ngi s dung
ac thu. Hai thanh phan s dung nay co mot tng ong
gan gui vi kien truc PEU va PU cua TAM. Do o, nhng nh
ngha tren ay cung cap cho chung toi nen tang e kiem tra
anh hng cua cac yeu to a dang ve viec s dung he
thong tren cac kien truc niem tin cua TAM. Theo cac lnh vc
yeu to s dung cua Lindgaard, chung toi e xuat 3 ac tnh
he thong (Relevance, Terminology, Screen design) nh cac thanh
phan xac nh ngoai sinh quan trong cua TAM. Chung a
c chon v chung thng c e cap trong ly
thuyet khoa hoc th vien cua s thch ang cua chung
oi vi pham vi th vien so hoa (nh la relevance,
terminology, va screen design la von co trong cac he
thong hoi phuc thong tin) va mc o kiem soat cap cho
nhng ngi thiet ke th vien so hoa. Thi gian hoi ap
(response time), la mot ac tnh he thong khac, a khong
c a vao trong nghien cu nay v nhng ngi thiet ke
- Nam 2004 -
36
th vien so hoa co t kiem soat tren no vi ngi s dung

noi ket en he thong thong qua the Internet.
Theo [3]: Thng mai trc tuyen (nh e-bay) nh rat nhieu vao
cong nghe e ho tr tien trnh kinh doanh. Khi TMT c to
chc chnh thong qua tng tac gia khach hang va cac he
thong computer; mot mc tng tac cao c bao am e
at c tng tac mong i. Trong pham vi nay, tng tac
phai lam nhieu hn vi viec hoc cach e tn nhiem
cong nghe cua khach hang e hanh ong theo ieu
quan tam nhat cua ho, va e hoi phuc nhng thong
tin co y ngha nhat cung cap cho cac quyet nh. Hubl
va Murray (2002) phat hien thay khach hang tin tng nhieu
hn vao nhng gii thieu c hnh thanh bi cac tac nhan
gii thieu ien t theo cach ho se s dung nhng thuoc tnh
cua san pham c gii thieu e tham khao cho nhng
quyet nh mua hang hien tai hay tng lai.
T cac ly luan tren, co the xem E-commerce la 1 he thong
hoi phuc thong tin, do o nhan cac bien theo [24] va bo cac
bien theo [21]
Bang III. 3. Giai thch ly do cac bien c chon (Ky

hieu Yes cot 7)
Stt
Ref
.
Bien
Ta
c
o
ng
Giai thch
1
26
2
[16
]
[16
]
3
DEMOGRAPHIC
4
PEU
DEMOGRAPHIC
PU
28
[4]
PU
29
[4]
PU
30
[24
]
KNOWLEDGE OF SEARCH
DOMAIN
PEU
31
[24
]
[24
]
[20
]
TERMINOLOGY
PEU
SCREEN DESIGN
PEU
PEU
27
32
33
Bien nhan khau hoc tac ong len

PU, PEU. Theo [16], Demographic la mot
trong cac bien tien e cua Attitude
(Thai o) va a c kien truc e
tac ong len PU va PEU
a c khao sat trong moi trng
WWW, co anh hng ang ke len
PU
Bien nay a c s dung trong [4]
va [20]. S dung thang o 5 muc.
a c s dung trong [24] cho thay
anh hng ang ke len PEU. Xem
dien giai (1)
c chon theo giai thch tren
Bien nay c giai thch giong muc

29 bang nay.
(1) Theo [24]. Kien thc ve lnh vc do tm la mot yeu to kiem

soat ben trong khac co the anh hng tch cc len nhan
thc tnh de s dung ve th vien so hoa. Nghien cu ve
cac he thong phuc hoi thong tin ch ra rang kien thc pham
vi co the ho tr viec do tm mot cach hu hieu hn bang
cach giup ngi s dung tach nhng thong tin lien quan t
nhng hoi ap khong lien quan, xuc tien viec hoc nhng
- Nam 2004 -
37
nguyen tac do tm, va nh hnh nhng truy van chnh xac hn.
Trong moi trng ao cua th vien so hoa, khong giong nh
moi trng vat ly ni ho tr ngi dung cuoi hay ho tr
quan ly noi chung la co san, ay khong co ai t van cho
ngi s dung. Vi ieu kien nay, kien thc nen tang cua
ngi s dung ve lnh vc do tm co the giup ho tr tng
tac rat de dang hn vi cac th vien so hoa.
Bang III. 4. Tom tat cac bien ngoai sinh c chon cho
mo hnh
St
t
Ref.
Bien
Ten bien mi
1
1
2
[16]
3
DEMOGRAPHIC
4
GENDER, AGE, EXPE
5
PEU
[24]
KNOWLEDGE OF SEARCH DOMAIN
KNOWL. OF SEARCH
PEU
[24]
TERMINOLOGY
TERMI
PEU
[24]
[4,18,2
2]
[16]
[4,18,2
2]
[4]
SCREEN DESIGN
SCREEN
PEU
FACI
PEU
DEMOGRAPHIC
GENDER, AGE, EXPE
PU
FACI
PU
EXPER
PU
5
1
5
6
Tac
ong
ay, kien truc KNOWLEDGE OF SEARCH DOMAIN c

tch hp vao kien truc FACILITATING CONDITIONS v cac
tng ong a c ch ra trong mo hnh UTAUT ket
hp cac kien truc a nghien cu. ng dan va
cac muc o cua kien truc nay cung c hieu chnh
theo UTAUT [19].
I.2. Cac kien truc chnh
I.2.1 Thuat ng (Terminology)
Thuat ng e cap en t, cau, va ch viet tat
c s dung bi he thong. Ngi s dung can e
trnh cac truy van cua ho en he thong thong qua
cac cum t co cau truc ni ma kien thc cua
thuat ng c s dung bi he thong la khong the
thieu c. Noi cach khac, ieu cung quan trong la
ngi s dung hieu cac mo ta, hng dan va ket
qua do tm cua he thong so hoa mot cach ro
rang va ung an. Mot van e chnh vi thuat ng
he thong thong tin la nhng biet ng c s dung
khong thch hp. Nh a c ghi chu bi Talja et al., t
vng ma ngi s dung dung e dien ta nhu cau
thong tin cua ho thng khac vi thuat ng cua
nhng ngi cung cap thong tin. ieu khac biet nay
- Nam 2004 -
38
khong nhng lam kho khan cho ngi s dung tng

tac vi he thong ma con giam li ch tiem tang
ma he thong so hoa co the cung cap cho ngi s
dung [24].
Kien truc nay a c kiem tra thc nghiem trong
moi trng th vien so hoa va cho thay ket qua
tac ong tch cc en nhan thc tnh de s dung
[24].
Toi a kien truc nay vao trong mo hnh theo ket qua
nghien cu t [24], kien truc nay tac ong trc tiep
len kien truc Nhan Thc Tnh De S Dung.
I.2.2 Thiet ke giao dien (Screen Design)
Screen design la cach thc thong tin c trnh bay
tren man hnh. No a c nhan biet trc ay bi
cac nha nghien cu he thong thong tin la viec
thiet ke giao dien va ma trnh bay thong tin cua
mot he thong thong tin co the anh hng ln en
chien lc do tm thong tin cua ngi s dung va
ket qua thc hien cua ho [24]. Trong cac nghien cu
ve cac he thong hoi phuc thong tin, giao dien ngi
s dung a c bao cao la quan trong tng ng
vi phng tien hoi phuc (retrieval engine) trong viec
anh hng thc hien he thong [24]. Mot thiet ke
man hnh tot co the tao ra 1 moi trng ao tien nghi
ma ngi s dung co the de dang nhan biet cac
nhom chc nang va nhng phng tien giup ieu
hng, di chuyen t do khap ni va quet cac ket
qua do tm, va lam cho viec do tm hu hieu hn.
Kien truc nay a c kiem tra thc nghiem trong
moi trng th vien so hoa va cho thay ket qua
tac ong tch cc en nhan thc tnh de s dung
[24].
Toi a kien truc nay vao trong mo hnh theo ket qua
nghien cu t [24], giong nh thuat ng, kien truc
nay cung tac ong trc tiep len kien truc Nhan
Thc Tnh De S Dung.
I.2.3 Cac ieu kien thuan tien (Facilitating
Conditions)
Cac ieu kien thuan tien c nh ngha la mc
o ma mot ca nhan tin rang c s ha tang to chc
- Nam 2004 -
39
va ky thuat ton tai e ho tr viec s dung he

thong. Kien truc nay c lam theo mo hnh UTAUT
cho phu hp vi tnh thong nhat cua cac ly thuyet
va mo hnh nen tang a c nghien cu thc
nghiem trc ay.
I.2.4 Nhan thc rui ro lien quan en san
pham/dch vu (PRP) va Nhan thc rui ro
lien quan en giao dch trc tuyen (PRT)
Hai kien truc nay lay t mo hnh e-CAM, hai kien truc
nay a c thiet ke va thc nghiem trong moi
trng thng mai ien t tai hai quoc gia My va
Han Quoc. Khong co sa oi g vi hai kien truc
nay.
I.2.5 Cac bien nhan khau hoc (Demographic)
Cac kien truc nhan khau hoc co anh hng trung
gian len cac kien truc chnh va a c nghien cu
thc nghiem theo cac nghien cu trc ay. Cac
bien nhan khau hoc chu yeu la gii tnh, giao duc,
thu nhap, sac toc, nghe nghiep, va tham ch la
vung a ly (Bellman, Lohse, & Johnson, 1999) [16]. Trong
e tai nay, toi chon cac ac tnh nhan khau hoc la
Tuoi, Gii Tnh, Giao Duc, Nghe Nghiep. ac tnh Thu
Nhap khong c chon v ly do lay mau khong chnh
xac, do o co the b chech. Hn na, theo mo hnh
UTAUT [19], a ch nghien cu cac ac tnh nhan
khau hoc chnh la Tuoi va Gii Tnh t viec tong hp
cac ly thuyet/mo hnh nghien cu trc. ng dan
t bien nhan khau hoc c ke tha t mo hnh
UTAUT. Tuy nhien, luan van ch d nh phan tch tac
ong trung gian cua cac bien nhan khau hoc trong
trng hp c mau thu thap c phu hp vi cac
phan tch cheo gia cac nhom. Trng hp c mau
khong u ln e phan tch cheo gia cac nhom [1]
th cac ac tnh nhan khau hoc nay c s dung e
kiem tra cac thong ke mo ta lam nen tang cho
viec anh gia chung va a ra cac kien ngh cho cac
nghien cu tng lai.
I.3. Mo hnh TAM-ECAM d nh
Mo hnh nay co mot vai thay oi so vi d nh luc
au, kien truc PB (hanh vi mua thc s) c lam theo
mo hnh e-CAM vi 2 muc o la Tan So Mua Hang Trc
- Nam 2004 -
40
Tuyen va Tong Gia Tr Hang Mua Trc Tuyen trong

vong 6 thang qua ke t ngay khao sat. Trong ieu
kien cua luan van hien tai, chung toi (toi va ngi
to chc khao sat lay mau tai mot Cong ty dch vu
Marketing) a khong tm ra tong the nay nen a
chuyen qua khao sat tong the co d nh mua. Vi
viec chuyen oi tong the nghien cu nh tren, s
thay oi lam anh hng en muc o cua PB (xem
questionnaire trong Phu luc 1) ch con 1 muc (C.10). Sau
khi khao sat thc te, co nhieu hoi ap a e trong
muc o kien truc nay do trong kien truc BI (cau C.8
va C.9) ho a anh dau vao muc 1 hoac 2 (ngha la,
Chac Chan Khong S Dung hoac Khong S Dung
tng ng theo th t). Ma hoa bang 0 c tnh them
cho nhng muc hoi ap nay.
Nh vay, vi thang o khong phu hp vi cau truc
cua mo hnh d nh nen kien truc PB ch e tham
khao va c loai bo khoi phan tch.
II.
CAC GIA THUYET NEN TANG

Theo ket qua cua nghien cu trc ay [24], Thuat
Ng va Thiet Ke Giao Dien co tac ong dng len
nhan thc tnh de s dung. Gia thuyet H1 va H2 c
phat bieu nh sau:
H1: Thuat Ng (TERMI) co tac ong dng trc
tiep len Nhan Thc Tnh De S Dung (PEU).
PU
PRT
PRP
BI
TERMI
PEU
SCREEN
FACI
GENDER
AGE
EXPE
Hnh III. 1. Mo hnh TAM-ECAM d nh

- Nam 2004 -
41
H2: Thiet Ke Giao Dien (SCREEN) co tac ong

dng trc tiep len Nhan Thc Tnh De S Dung
(PEU).
Theo ket qua nghien cu cua mo hnh UTAUT, cac
ieu kien thuan tien co anh hng trc tiep len
viec s dung he thong thc s. Trong ieu kien
thng mai ien t va theo muc tieu nghien cu ve
hanh vi d nh, toi hieu chnh kien truc FACI tac
ong trc tiep len kien truc BI la kien truc noi sinh
cuoi cung cua mo hnh. Gia thuyet H3 c phat
bieu nh sau:
H3: Cac ieu Kien Thuan Tien (FACI) co tac
ong dng trc tiep len Hanh Vi D nh (BI)
Cac gia thuyet ke tiep c phat bieu thong nhat
vi mo hnh TAM.
H4: Nhan Thc Tnh De S Dung (PEU) tac ong
dng len Nhan Thc S Hu ch (PU)
H5: Nhan Thc S Hu ch (PU) tac ong dng
len D nh Hanh Vi (BI)
H6: Nhan Thc Tnh De S Dung (PEU) tac ong
dng len D nh Hanh Vi (BI)
Cac gia thuyet sau c phat bieu thong nhat vi
mo hnh e-CAM.
H7: Nhan Thc Rui Ro Lien Quan en Giao Dch
Trc Tuyen (PRT) tac ong am len D nh
Hanh Vi (BI)
H8: Nhan Thc Rui Ro Lien Quan en San
Pham/Dch Vu (PRP) tac ong am len D nh
Hanh Vi (BI)
H9: Nhan Thc Rui Ro Lien Quan en Giao Dch
Trc Tuyen (PRT) va Nhan Thc Rui Ro Lien
Quan en San Pham/Dch Vu (PRP) tng quan
dng vi nhau
III. PHNG PHAP NGHIEN CU
III.1. D lieu nghien cu
Tong the s dung TMT la khong the biet c. So
ngi co the tn dung cung khong the biet do cac
kho khan ve bao mat danh sach khach hang cua
- Nam 2004 -
42
cac to chc s hu danh sach nay. Do o, hng

khao sat la chon danh sach ngi biet ve TMT qua
danh sach theo 1 danh ba ien thoai vung a co. Viec
chon ngi biet ve TMT c thc hien qua cac
cau hoi sang loc trc bang ien thoai, sau o sang
loc lai bang mot so cau hoi chnh thc khi phong
van trc tiep.
D lieu c thu thap qua phong van trc tiep la 111
mau vi nhieu trnh o hoc van, nghe nghiep, o
tuoi khac nhau. oi tng sinh vien c khong che
di 4% tong so mau thu thap c.
III.2. Thu tuc thu thap d lieu
D lieu c thu thap bang cach phong van trc
tiep thong qua questionnaire. Ngi hoi ap c sang
loc bang mot so cau hoi trc tiep ghi trong bang
questionnaire, nhng ngi hoi ap khong ap ng
muc tieu se khong c tiep tuc phong van.
Bang questionnaire a c pilot trc vi 8 ngi e
am bao tnh gia tr noi dung. Bang questionnaire
hoan chnh sau khi a pilot c s dung cho viec thu
thap d lieu.
Viec phong van a c to chc trong khoang na
thang. e am bao gia tr cua nhng muc c
phong van, a thc hien kiem tra qua ien thoai
hoac kiem tra tai nha ngi hoi ap hoac kiem tra
gian tiep tai van phong sau khi phong van vien thc
hien xong questionnaire. Viec kiem tra tai nha ngi
hoi ap a c thc hien vi giam sat vien. Trung
bnh ton khoang 20 phut e phong van vien thc
hien phong van xong mot bang questionnaire.
III.3. Cac o lng
TERMI: s dung thang o Likert 5 iem va 3
muc o, cac muc o lay t nghien cu
thc nghiem ve khac biet cac nhan va
ac tnh he thong do WEIYIN HONG, JAMES Y.L.
THONG, WAI-MAN WONG, va KAR-YAN TAM thc
hien [24].
SCREEN : s dung thang o Likert 5 iem
va 2 muc o, cac muc o co nguon goc
giong nh TERMI.
- Nam 2004 -
43
FACI : s dung thang o Likert 5 iem va 3

muc o, cac muc o lay t nghien cu
tong hp cac mo hnh thanh 1 mo hnh duy
nhat UTAUT [19]. Cac muc o nay a c
hieu chnh lai cho phu hp vi moi trng
thng mai ien t.
PEU : s dung thang o Likert 5 iem va 4
muc o, cac muc o nay co nguon goc t
nghien cu mo hnh e-CAM [6].
PU
: tng t PEU.
BI
: s dung thang o Likert 5 iem va 2
muc o, muc o th nhat lay t mo hnh
UTAUT [19] va muc o th hai lay t nghien
cu thc nghiem cua Paul J. Hu, Patrick Y.K.
Chau, Olivia R. Liu Sheng, Kar Yan Tam ve viec
kiem tra mo hnh TAM trong viec ieu tr qua
mang [12].
PRT : s dung thang o Likert 5 iem va 4
muc o, cac muc o nay lay t mo hnh eCAM [6].
PRP : s dung thang o Likert 5 iem va 5
muc o, cac muc o nay lay t mo hnh eCAM [6].
AGE : ghi nhan tuoi thc s, sau o sap
xep lai d lieu theo thang o khoang.
EXPE : kinh nghiem s dung Internet c o
bang thang o khoang, cac khoang chia
c tnh theo thang o trong mo hnh e-CAM
[6]
CAREER: thang o ch danh, ghi nhan nghe
nghiep, sau o sap xep lai theo tng
nhom nghe. Tong cong co 10 nhom nghe
c bao cao.

- Nam 2004 -
CHNG IV.
PHAN TCH D LIEU
I.
Chng IV:Phan tch d lieu
45
CAC THONG KE CHUNG

I.1. Thong ke cac ac tnh nhan khau hoc
Cac ac tnh nhan khau hoc c trnh bay trong
Bang IV.1 sau:
Bang IV. 1. Thong ke ac tnh nhan khau hoc
Hoc van
Tan
so
Phan
tram
0,90
12
10,81
10
17
71
9,01
15,32
63,96
111
100,00
4
7
65
8
1
1
21
3,60
6,31
58,56
7,21
0,90
0,90
18,92
1
2
1
0,90
1,80
0,90
TONG CONG
N
Nam
111
53
58
100,00
47,75
52,25
TONG CONG
T 16 en 25
T 26 en 35
T 36 en 45
111
66
32
13
100,00
59,46
28,83
11,71
TONG CONG
111
100,00
Trung hoc c s (cap 2)

Pho thong trung hoc
(cap 3)
Trung hoc chuyen
nghiep
Cao ang
ai hoc
TONG CONG
Nghe
nghiep
Gii tnh
Tuoi
Sinh vien
Giao vien
Nhan vien van phong
Nhan vien ban hang
Nghe t do
Nghe thuat
Cong nghe thong tin
Chu kinh doanh va va
nho
Th thu cong
Bac sy
I.2. Thong ke kinh nghiem s dung Internet

Thong ke kinh nghiem s dung Internet c trnh bay
trong Bang IV.2 sau:
Bang IV. 2. Thong ke kinh nghiem s dung Internet
T 3 - 6 thang
T 7 - 12 thang
Tan
so
1
5
Phan
tram
0,90
4,50
T 1 nam 2 nam
Hn 2 nam
TONG CONG
I.3.
46
21
84
18,92
75,68
111
100,00
Thong ke d nh mua hang trc tuyen
Thong ke d nh mua hang trc tuyen c trnh bay

trong Bang IV.3 sau:
Bang IV. 3. Thong ke d nh mua hang trc tuyen
Khong mua
Nho hn 500.000
Tren 500.000 en
1.000.000
Tren 1.000.000 en
2.000.000
Tren 2.000.000 en
5.000.000
Tren 5.000.000 en
10.000.000
Ln hn 20.000.000
Cha biet la bao nhieu
TONG CONG
II.
Tan
so
9
12
Phan
tram
8,11
10,81
6,31
14
12,61
4,50
9
2
53
8,11
1,80
47,75
111
100,00
KIEM NH MO HNH TAM-ECAM
II.1. Xac nh o tin cay va o gia tr

II.2.1 o tin cay
Internal consistency reliability (con goi la o tin cay cua
cac thanh phan), xem xet pham vi cac muc c s
dung e anh gia mot kien truc phan anh so
iem chung cho kien truc o (Barki and Hartwick, 1994),
trong bai nay c o lng bang he so Cronbachs
alpha (Cronbach and Meehl, 1955) kiem nh cac thang o
rieng biet va thang o toan bo. Xem ket qua trong
Bang IV.4.
Bang IV. 4. He so o tin cay
Nhan
to
Mean
SD
TERMI
Cronbach
Alpha
0,5870
TERMI_1
3,0090
1,0313
TERMI_2
3,7658
0,8734
TERMI_3
3,3063
0,9704
Nhan
to
SCREE
N
Mean
47
SD
Cronbach
Alpha
0,6706
SCREEN_
1
SCREEN_
2
3,8559
0,7116
3,9459
0,8294
FACI
0,5726
FACI_1
3,5586
0,9787
FACI_2
3,4955
1,0346
FACI_3
3,5495
0,9414
PU
0,5788
PU_1
3,6036
0,9073
PU_2
4,1802
0,6633
PU_3
3,8108
0,9097
PU_4
3,8649
0,7069
PEU
0,6708
PEU_1
3,7117
0,7791
PEU_2
3,7568
0,8966
PEU_3
3,4775
0,8618
PEU_4
3,7117
0,7184
BI
0,8043
BI1
3,3063
0,7109
BI2
3,6036
0,8973
PRT
0,7855
PRT_1
3,5045
1,0346
PRT_2
3,7568
0,9928
PRT_3
3,3514
0,9968
PRT_4
3,6847
0,8526
PRP
0,7654
PRP_1
3,6306
0,8082
PRP_2
3,3694
0,9335
PRP_3
3,2703
0,9995
PRP_4
3,5315
0,8182
PRP_5
3,5946
0,8778
Ghi chu: Mean: gia tr trung bnh, SD: o lech chuan
He so Cronbach alpha theo yeu cau toi thieu la 0.7

oi vi nghien cu thc nghiem, trong trng hp
nghien cu kham pha th co the xem xet mot phan
tch nhan to kham pha theo phng phap truyen
thong va phan tch nhan to khang nh theo phng
phap hien ai (Bollen 1989) [14]. Theo hng dan nay,
48
phan tch nhan to kham pha bang phan mem SPSS

se c thc hien e lam tien e cho cac phan tch
ke tiep.
II.2.2 o gia tr
o gia tr phan biet (discriminant validity) cua mot o
lng c xac nh la phu hp neu o lng nay
co the phan biet mot cac thoa ang t cac kien
truc lien quan.
o gia tr hoi tu cua mot o lng c xac nh la
phu hp neu cac ch bao khac nhau cho o lng
nay lien quan en kien truc khai niem tng ng.
e anh gia o gia tr hoi tu va o gia tr phan
biet (convergent validity va discriminant validity), phan
tch nhan to khang nh (CFA Confirmatory Factor
Analysis) c thc hien. CFA c thc hien theo hai
bc nh sau [18]:
Bc 1: Kiem tra o gia tr hoi tu (convergent validity)
va o gia tr phan biet (discriminant validity) cho
nhng nhan to cap 1 (first-order factors) cap o
nhan to. Bc nay kiem tra toan bo mo hnh o
lng bao gom cac nhan to cap 1 co trong nghien
cu lien quan en cac ch bao (indicators) cua tng
nhan to.
Bc 2: Kiem tra o gia tr hoi tu (convergent validity)
va o gia tr phan biet (discriminant validity) cho toan
bo kien truc cua mo hnh. Bc nay da tren ket
qua cua bc 1 a c kiem tra e lay iem so
nhan to (factor scores) lam gia tr au vao. Bc
nay bao gom cac nhan to cap 1 va cac nhan to
cap 2 (second-order factors).
Ly do thiet ke hai bc nh tren da vao viec xem
xet c mau trong nghien cu khong c ln lam
(111 mau) e lam thch hp mot mo hnh toan dien
co qua nhieu tham so [18].
1.Phan tch nhan to khang nh cap nhan to
(bc 1)
Ket qua kiem tra bc 1 c trnh bay trong Bang IV.5
va Bang VI.6. Bang IV.6 cho thay he so o tin cay
(Cronbach cua hai kien truc PRT va PRP at mc yeu
cau cho nghien cu kham pha (>0.6). Mot so ch
bao b loai khoi mo hnh v khong phu hp trong tien
49
trnh lam thch hp mo hnh. Cac ch so thch hp trong

ket qua CFA bc 1 c trnh bay trong Bang IV.5.
Bang IV. 5. Cac ch so thch hp CFA bc 1
Cac ch so thch hp
(Fit Indices)
2
Gia tr
yeu cau
Ket qua
thc hien
7.505
Df (bac t do)
/df
3.0
6
1.25
RMSEA
0.5
0.0478
GFI
0.90
0.978
AGFI
NFI
NNFI
RMR
CFI
0.992
0.928
0.949
0.0431
0.980
0.80
0.90
0.90
0.05
0.90
Cac he so ng dan t cac ch bao ti cac kien

truc tng ng eu co y ngha vi t-value ln hn
1.96 (Xem Bang IV.6). Cac he so ng dan nay ket
hp vi cac ch so thch hp mo hnh trong Bang IV.5
cho thay mo hnh cap nhan to at o gia tr hoi tu
(convergent validity).
o gia tr phan biet (discriminant validity) c anh
gia bang cach so sanh phng sai c chia gia cac
nhan to va phng sai trung bnh c trch. Trng hp
phng sai c chia gia cac kien truc nho hn
phng sai trung bnh c trch la at o gia tr phan
biet. Bang IV.7 cho thay mo hnh at o gia tr phan
biet.
Bang IV. 6. He so cac ch bao t phan tch CFA
bc 1
Cac ch bao
He so
chuan hoa
Cronbach
'
TERMI
SCREE
N
TERMI_1(a)
TERMI_2(a)
TERMI_3(a)
SCREEN_1(
a)
SCREEN_2(
a)
FACI
0,849
FACI_1
FACI_2(b)
FACI_3(a)
50
0,776**
0,550**
PRT
0,641
(b)
PRT_1
PRT_2(a)
PRT_3(a)
PRT_4
0,478**
PRP_1(b)
PRP_2(a)
PRP_3(a)
PRP_4(a)
PRP_5
0,716**
0,923**
PRP
0,622
0,467**
** p < 0.05
(a) Cac muc nay b loai khoi bc 1 va bc 2
(b) Cac he so nhan to nay c co nh theo ket qua lay t EFA
Bang IV. 7. Cac ch so thch hp trong CFA bc 1

Cac ch so thch hp
(Fit Indices)
2
Gia tr
yeu cau
Ket qua
thc hien
7.505
Df (bac t do)
2/df
3.0
6
1.25
RMSEA
0.5
0.0478
GFI
0.90
0.978
AGFI
NFI
NNFI
RMR
CFI
0.80
0.90
0.90
0.05
0.90
0.922
0.928
0.949
0.0431
0.980
Bang IV. 8. o gia tr phan biet4

Kien
truc
FACI
PRT
PRP
FACI
0.39
2
0.22
6
0.34
9
0.35
1
0.33
1
1.32
8
PRT
PRP
4 ng cheo trnh bay phng sai trung bnh c trch. Cac muc
di ng cheo trnh bay phng sai c chia gia cac nhan
to.
51
2.Phan tch nhan to khang nh cho toan bo

mo hnh (bc 2)
Sau khi bc 1 a thc hien vi ket qua mo hnh at
o thch hp tot, lay iem so nhan to cua cac
nhan to va c phan tch lam gia tr au vao cho
bc 2. Cac kien truc FACI, PRT, PRP trong bc 2 c
xem la cac bien oc lap (ngoai sinh) [15, 18]. Cac
nhan to cha c phan tch trong bc 1 la cac
nhan to bac hai (second order factor) bao gom PU, PEU,
va BI. Cac nhan to bac hai nay c a vao mo
hnh vi toan bo cac ch bao cua no (cac bien
quan sat c). Ket qua phan tch cac he so ng
dan c trnh bay trong Bang IV.9.
Bang IV. 9. He so cac ch bao t phan tch CFA
bc 2
Cac ch bao
He so chuan
hoa
PU
Cronbach
'
0,4721
PU_1
PU_2
PU_3
PU_4
(a)
0,28**
0,28**
0,66**
PEU
0.5465
PEU_1
PEU_2(a
0.56**
PEU_3(a
)
PEU_4
0,79**
BI
0,8043
BI_1
BI_2
0,92**
0,86**
** p < 0.05
(a) Cac muc nay b loai khoi mo hnh
Bang IV. 10. o gia tr phan biet

Kien
truc
BI
PU
PEU
BI
0.84
9
0.19
4
0.10
8
0.63
7
0.74
5
0.89
1
PU
PEU
52
Bang IV. 11. Cac ch so thch hp trong CFA bc 2

Cac ch so thch hp
(Fit Indices)
2
Gia tr
yeu cau
Df (bac t do)
Ket qua
thc hien
44.369
/df
3.0
22
2.01
RMSEA
0.5
0.09
GFI
0.90
0.918
AGFI
NFI
NNFI
RMR
CFI
0.832
0.834
0.835
0.061
0.899
0.80
0.90
0.90
0.05
0.90
Cac gia tr trnh bay trong cac bang tren cho thay
mo hnh cau truc toan bo at c o gia tr hoi tu
va o gia tr phan biet. Vi muc tieu chu trong
vao kham pha cac yeu to co lien quan en s san
sang cua thng mai ien t trong e tai nay cung
vi viec xem xet ket qua cua cac nghien cu trc
ay trong lnh vc lien quan, toi tam dng lam thch
hp mo hnh ay vi mc o thch hp chap nhan
c (xem [4], trang 112-118). Trong cac nghien cu s
dung SEM, ngi nghien cu can phai biet khi nao
dng lam thch hp mo hnh, ngi ta can phai xem
xet lieu viec ch nh lai mo hnh co dan en van
e mo hnh qua thch hp hay khong, nh Wheaton a
ch ra viec biet rang o thch hp bao nhieu la u
ma khong can qua thch hp (Wheaton, B (1987).
Assessement of fit in overidentified models with latent
variables. Sociological Methods & Reasearch, 16, p. 118-154).
Nh vay, trong nghien cu kham pha nay, mo hnh
TAM-ECAM cuoi cung trong e tai nay c xem la
phu hp cho cac phan tch tiep theo.
53
II.2.
Trnh bay mo hnh TAM-ECAM cuoi cung
0.92
PU_2
PRT
0.95
0.28
0.92
PU_3
0.26
0.56
0.28
0.32
-0.22
PU
PRP
6.91
0.66
BI
PU_4
-0.11
0.92
0.99
-6.71
0.68
PEU_1
0.79
PEU_4
BI_1
0.15
BI_2
0.25
-0.12
0.86
0.56
0.38
0.98
-0.14
PEU
Hnh IV. 1. Ket qua chay mo hnh TAM-ECAM
Mo hnh TAM-ECAM cuoi cung c trnh bay trong Hnh

IV.1. Cac he so ng dan la cac he so chuan
hoa. Kien truc FACI c phan tch trong CFA bc 1 a
loai khoi mo hnh cuoi cung v cho he so khong phu
hp. Mo hnh TAM-ECAM cuoi cung cung khong tnh tac
ong cua cac bien nhan khau hoc (AGE, GENDER,
EXPE) len cac ng dan t PU BI va PEU BI nh
mo hnh gia thuyet a e xuat (xem lai chng 3) do
mo hnh TAM-ECAM cuoi cung trong e tai nay cha
c thch hp rat tot vi d lieu nghien cu nen
mo hnh cuoi cung ch c s dung lam tien e
cho cac nghien cu tng lai.
III. KIEM NH CAC GIA THUYET
Nh vay, mo hnh TAM-ECAM e ngh t 3 mo hnh
chnh la TAM, e-CAM, va UTAUT a c rut gon lai
thanh mo hnh TAM-ECAM cuoi cung vi cac thanh
phan chnh co t mo hnh e-CAM. Cac kien truc khac
khong phu hp a c loai bo khoi mo hnh cuoi
cung. Chung ta se kiem nh cac gia thuyet c
neu trong Chng III xem ket qua xac nhan gia thuyet
nao va bac bo gia thuyet nao.
54
Ket qua tom tat viec kiem nh cac gia thuyet

c trnh bay trong Bang IV.12.
Bang IV. 12. Gia tr cac he so ng dan va tvalue
Gia thuyet
H1
H2
H3
H4
H5
H6
H7
H8
TERMI
SCREE
N
FACI
PEU
PU
PEU
PRT
PRP
H9
PRT
He
so
tvalue
Xac
nhan
--> (+)
PEU
--> (+)
--> (+)
--> (+)
--> (+)
--> (+)
--> (-)
--> (-)
(+) <-->
(+)
PEU
BI
PU
BI
BI
BI
BI
0,99
6,906
-6,71
-0,113
-0,14
4,490
1,100
-1,030
-2,250
-1,360
PRP
0,32
3,250
Ky hieu: (+)
: anh hng dng theo chieu mui ten
(-) : anh hng am theo chieu mui ten
x
: xac nhan gia thuyet
Nh vay, vi mo hnh TAM-ECAM a c c lng,

ch co gia thuyet H4, H7, va H9 la c xac nhan.
Cac gia thuyet con lai b bac bo theo ket qua phan
tch d lieu thu thap c. ac biet la hai nhan to
PRT (nhan thc rui ro trong giao dch trc tuyen) va
PRP (nhan thc rui ro lien quan en san pham/dch
vu) eu co tac ong am ang ke len BI (d nh
hanh vi).
Ke tiep, e xac nhan ket qua nghien cu, chung ta
se so sanh ket qua thu c trong nghien cu nay
vi cac ket qua t cac nghien cu khac lam tien
e cho nghien cu nay trong chng tiep theo.
CHNG V.
SO SANH KET QUA PHAN
TCH
I.
Chng V. So sanh ket qua
56
SO SANH VI KET QUA CUA MO HNH e-CAM

Muc tieu nghien cu tap trung chnh vao khao sat
cac yeu to tac ong vao s san sang trong thng
mai ien t. Mat khac, ket qua khao sat cho thay
cac yeu to trong mo hnh e-CAM c xac nhan theo
d lieu nghien cu trong e tai nay, nen chung ta
xem xet trc cac yeu to nhan thc rui ro trong giao
dch trc tuyen (PRT) va nhan thc rui ro lien quan
en san pham/dch vu. Ket qua so sanh cac gia
thuyet theo hai tap d lieu a c khao sat tai My
va Han Quoc c trnh bay trong bang sau:
Bang V. 1. Ket qua so sanh theo mo hnh e-CAM
Gia
thuyet
Quan he
USA
H4
H5
PEUPU (+)
PUPB (+)
x
x
H6
H7
H8
H9
PEUPB (+)
PRTPB ()
PRPPB ()
PRTPRP (+)
x
x
x
KORE
A
VIET
NAM
x
x
x
Ghi chu: PB=BI
Nh vay, gia thuyet H4, H7, va H9 khp vi ket qua

cua d lieu khao sat tai My, trong o gia thuyet H1
va H7 hoan toan khp vi ket qua khao sat tai ca
hai nc tren. Kien truc PB trong mo hnh e-CAM a
c thiet ke e o lng hanh vi mua hang thc s,
trong khi kien truc tng ng la BI trong mo hnh nay
c thiet ke e o lng hanh vi d nh s dung
he thong thng mai ien t. Tren nen tang cua
mo hnh TAM, kien truc BI co tac ong trc tiep en
kien truc s dung he thong thc s. Cac nghien
cu lien quan en mo hnh TAM a cho thay kien
truc BI co tac ong trc tiep len kien truc S Dung
Thc S (Usage) [19, 21], do o, kien truc BI la ch
bao chnh cua kien truc PB. Vi ket qua tren, chung
ta xem kien truc BI va PB la co lien quan chat che
vi nhau va co the so sanh c.
Tiep theo, chung ta so sanh anh hng trc tiep va
tong anh hng cua PRT va PRP len BI theo ket qua
nghien cu tai My va Han Quoc. Cac tac ong
c trnh bay trong bang sau:
- Nam 2004 -
Chng V. So sanh ket qua
57
Bang V. 2. So sanh tac ong cua PRP va PRT len BI
PRT
PRP
II.
USA
Dire
Total
ct
BI
KOREA
Direc
Total
t
0,29
3
-0,293
-0,15
-0,15
-0,113
-0,113
0,44
2
-0,442
-0,132
-0,132
-0,128
-0,128
Viet Nam
Direct
Total
Ta thay ket qua tac ong cua PRT va PRP len BI tai
Viet Nam gan tng ng vi ket qua tai Han Quoc
hn la ket qua cua My.
SO SANH VI KET QUA CUA MO HNH TAM va
UTAUT
Kien truc FACI (cac ieu kien thuan tien) lay t mo
hnh UTAUT a khong ap ng c d lieu cua mo
hnh TAM-ECAM trong nghien cu nay. Xem lai mo hnh
UTAUT [19], chung ta thay kien truc FACI ch co anh
hng rat thap len BI vi he so ng dan la 0.8.
Kien truc nay a c thiet ke trong nghien cu
longitudinal vi moi trng he thong thong tin. Khi co
tac ong ong thi cua gii tnh (GENDER) va tuoi
(AGE) th kien truc nay anh hng len BI manh hn
mot chut so vi khi khong co tac ong tng tac. Cu
the la khi co tac ong tng tac th he so ng
dan la 0.22 (p>0.05).
Kien truc TERMI (thuat ng) va kien truc SCREEN
(thiet ke giao dien) c lam theo mo hnh TAM trong
nghien cu s dung th vien so hoa [24] cung
khong c d lieu nghien cu nay ho tr va a b
loai khoi mo hnh trong phan tch CFA bc 1.
Cac kien truc PEU (nhan thc tnh de s dung), PU
(nhan thc s hu ch) trong mo hnh TAM va cac mo
hnh m rong t mo hnh TAM eu co tac ong trc
tiep va gian tiep len BI. He so ng dan toi
thieu t PEU PU, BI hoac t PU BI la 0.7 (p<0.05).
Trong e tai nay, ch co tac ong cua PEU BI la
0.99 (p<0.05), con tac ong cua PU, PEU BI khong
c ho tr t d lieu.

- Nam 2004 -
CHNG VI.
KET LUAN VA E XUAT
I.
59
Chng VI. Ket luan va e xuat
TOM TAT KET QUA

e tai tap trung vao nghien cu nhan thc cua
ngi s dung tiem nang ve thng mai ien t
nham khao sat mot so yeu to tac ong vao s
san sang trong lnh vc nay. e tai a thu thap va
lam theo mot so kien truc chnh co tac ong vao
D nh Hanh Vi e thiet lap mo hnh TAM-ECAM cho
nghien cu thc nghiem.
Ket qua phan tch cho thay cac yeu to nhan thc
rui ro co tac ong ang ke vao d nh hanh vi la
Nhan Thc Rui Ro Trong Giao Dch Trc Tuyen (PRT) va
Nhan Thc Rui Ro Lien Quan en San Pham/Dch Vu
(PRP). Cac kien truc nay xac nhan ket qua a c
nghien cu t My va Han Quoc. Hn na, PRT va
PRP lai lien quan manh vi nhau a chng to nhan
thc s rui ro trong moi trng thng mai ien t la
cao. Ngoai ra, tng ng vi mo hnh TAM a c xac
nhan rong rai tren the gii, ket qua t nghien cu
nay cung cho thay s tac ong cua Nhan Thc Tnh
Des Dung (PEU) len Nhan Thc S Hu ch (PU) la
ang ke trong moi trng thng mai ien t mac
dau d lieu co the khong ai dien.
D lieu nghien cu khong xac nhan c tac ong
cua PEU va PU len D nh Hanh Vi (BI), trong trng
hp PEU BI lai co tac ong ngc dau nhng tac
ong nay lai khong trai vi ket qua cua cac ket
qua cua cac nghien cu trc o v khong co y
ngha. Tac ong ngc dau nay co the do tap d
lieu cha c ai dien cho nghien cu.
II.
E XUAT
II.1.
Ham y quan ly
Nghien cu nay cung cap them cac bang chng ve

s thch hp cua viec s dung mo hnh TAM e o
lng cac chieu hng khac nhau cua viec s dung
thc s thng mai ien t.
Cho thay nhng nhan to khac ve viec nhan thc
rui ro (PRT va PRP) giup hieu tot hn ve s chap
nhan s dung thng mai ien t. Do o, trong thiet
lap thng mai ien t, sc manh cua mo hnh TAM
se c nang cao bang cach em vao s tac ong

- Nam 2004 -
60
cua nhan thc rui ro vi chnh ban than san

pham/dch vu cung nh pham vi giao dch trc tuyen.
e ra cac ham y thc hanh cho cac doanh nghiep
hien ang cung cap san pham/dch vu qua Internet
cung nh ang hoach nh e lam ieu nay. MOt
ieu hien nhien la khi chuyen ngi s dung Internet
thanh ngi s dung he thong thng mai ien t
thc s, PEU va PU phai c nang cao, PRP va PRT
giam i.
T ket qua nghien cu cho thay ngi tieu dung
xem xet rui ro lien quan en giao dch trc tuyen nh
la mot trong nhng nhan to quan trong khi ho mua
hang tren Internet. Do o, giam bt rui ro nay la
viec quan tam quan trong cua ngi ban hang trc
tuyen.
e giam rui ro giao dch, ngi ban hang trc tuyen
nen thiet lap 1 c che manh e tan dung cong nghe
Internet. Tuy nhien, khi ma toi pham van luon ton tai
trong xa hoi cua chung ta, neu credit card b mat hay
b anh cap, bat ky ngi nao co the lam dung
thong tin cua card nay (Ratnasingham, 1998). Do o,
ngi ban hang trc tuyen nen lam cho ngi tieu
dung at tin cay toan bo vao s b mat, tnh an
toan, tnh chnh trc va s san sang cua cac thong
tin ban hang. Hn na, e giam rui ro cua ngi
tieu dung vi san pham/dch vu, nhng ngi ban
hang trc tuyen nen xay dng s tn nhiem vi
ngi tieu dung bang cach tao cho ho s tin cay
hoan toan vao san pham/dch vu c cung cap.
Tnh de s dung va s hu ch cung la cac yeu to
quan trong can quan tam trong viec thiet ke, s dung
he thong thng mai ien t.
Ket qua cho thay nhan thc cua ngi s dung Viet
Nam (oi vi tap d lieu nay) cha san sang cho
viec s dung thng mai ien t v nhan thc rui ro
cao nhng cha nhan thc s hu ch cua thng mai
ien t.
II.2. Cac gii han cua luan van
Nghien cu trong Luan van nay a xac nhan mot
so yeu to chnh lam nen tang cho tnh san sang cua
he thong thng mai ien t trong tap d lieu

- Nam 2004 -
61
nhng ngi s dung tiem nang va co mot so

nhan thc chnh ve thng mai ien t. Tuy nhien,
cung con mot so han che chnh sau:
- Mau khao sat tng oi phan tan va c mau con
gii han cho viec nghien cu theo mo hnh phng
trnh co cau truc (SEM).
- Cha anh gia c tac ong cua cac yeu to
tng tac (cac bien nhan khau hoc) do mau con
han che va mo hnh cha c thch hp tot.
- Cac thang o tuy lam theo cac nghien cu trc o
nhng c dch t tieng Anh qua tieng Viet va cha
c thc nghiem tai Viet Nam trong lnh vc nay, do
o co the cha ap ng c yeu cau nghien
cu.
II.3.
e xuat nghien cu tng lai
Cac nghien cu tng lai trong lnh vc nay nen lay

mau ln hn (tren 200 mau) vi oi tng tap trung
vao nhng ngi s dung thc s tiem nang hn la
nhng ngi ch biet ve thng mai ien t.
Khao sat cac yeu to tng tac nh tuoi, gii tnh,
kinh nghiem, giao duc co anh hng the nao len
d dnh s dung thc s.
Kiem tra lai cac thang o cho phu hp vi ieu kien
Viet Nam va moi trng thng mai ien t.

- Nam 2004 -
62
Tai lieu tham khao
TAI LIEU THAM KHAO

[1] Barbara M. Byrne. 1998. Structural Equation Modeling with LISREL,
PRELIS, and SIMPLIS: Basic Concepts, Applications, and
Programming. Lawrence Erlbaum Associates.
[2] Fiona Nah, Keng Siau, Yuhong Tian, Min Ling. 2002. Knowledge
Management Mechanism in E-commerce: A study of online retailing
and auction sites. Journal of Computer Information Systems.
[3] George Kuk, Fannie T. Yeung. 2001. Interactivity in E-commerce.
Quarterly Journal of electronic commerce.
[4] James J. Jiang, Maxwell K. Hsu, Gary Klein, Binshan Lin. 2000. Ecommerce user behavior model: An Empirical Study. IOS Press.
[5] Ja-Shen Chen, Russell K.H. Ching. 2002. A Proposed Framework for
Transitioning to an E-Business Model. Quarterly Journal of electronic
commerce.
[6] Joongho Ahn, Jinsoo Park, Dongwon Lee. 6/2001. Risk-focused Ecommerce Adoption Model - A Cross Country Study. University of
Minnesota.
[7] Louis M. Rea, Richard A. Parker. 1997. Designning And Conducting
Survey Research. Jossey-Bass Publishers.
[8] Louis Raymond, Samir Blili. 2000. Organization Learning as a
Foundation of Electronic Commerce in The Network Organization.
International Journal of Electronic Commerce.
[9] Marios Koufaris. 2002. Applying the Technology Acceptance Model
and Flow Theory to Online Consumer Behavior. Information
Systems Research.
[10] Mauricio S. Featherman, Paul A. Pavlou. 2002. Predicting Eservices Adoption: A Perceived Risk Facets Perspective. Eight
Americas Conference on Information Systems.
[11] Naresk K. Malhotra. 1999. Marketing Research An Applied
Orientation. Prentice Hall.
[12] Paul J. Hu, Patrick Y.K. Chau, Olivia R. Liu Sheng, Kar Yan Tam.
1999. Examining The Technology Acceptance Model Using
Physician Acceptance of Telemedicine Technology. Journal of
Management Information Systems.
[13] Pervez N. Ghauri et al. 1995. Research Methods in Business
Studies. Prentice Hall.
[14] Ritu Agarwal, Jayesh Prasah. 1998. A Conceptual and Operational
Definition of Personal Innovativeness in The Domain of Information

- Nam 2004 -
63
Tai lieu tham khao
Technology. Institute for operations research and the Management

sciences.
[15] Robert A. Ping, JR. 1995. A Parsimonious Estimating Technique for
Interaction and Quadratic Latent Variables. Jounal of Marketing
Research, Vol. XXXII, p 336-347.
[16] Said S. Al-Gahtani va Malcolm King. 1999. Attitudes, Satisfaction
And Usage: Factors Contributing to Each in The Acceptance of
Information Technology. Behaviour & Information Technology.
[17] Stephanie Jakle Movahedi - Lankarani. 2002. E-commerce:
Resources for Doing Business on The Internet. EBSCO Publishing.
[18] Tao Gao
. 1998. Effects of Relationship Quality on Customer
Perceived Value in Organizational Purchasing. Virginia Polytechnnic
Institute and State University.
[19] Venkatesh et al. 9/2003. User Acceptance
Technology: Toward a Unified View. MIS Quaterly.
of
Information
[20] Viswanath Venkatesh. 2000. Determinants of Perceived Ease Of

Use: Intergrating Control, Intrinsic Motivation, and Emotion into The
Technology Acceptance Model. Information Systems Research.
[21] Viswanath Venkatesh, Fred D. Davis. 2000. A Theoretical
Extension Of The Technology Acceptance Model: Four Longitudinal
Field Study. Management Science.
[22] V-W. Mitchell. 1998. A Role For Consumer Risk Perceptions In
Grocery Retailing. British Food Journal.
[23] Wanda J. Orlikowski va Debra C. GASH. 4/1994. Technological
Frames: Making Sense of Information Technology in Organizations.
ACM Transactions on Information Systems, Vol. 12, No. 2.
[24] Weiyin Hong, James Y.L. Thong, Wai-Man Wong, and Kar-Yan Tam.
2002. Determinants of User Acceptance of Digital Libraries: An
Empirical Examination of Individual Differences and System
Characteristics. Journal of Management Information Systems.
[25] Yogesh Malhotra, Dennis F. Galletta. 1999. Extending the TAM to
Account for Social Influence: Theoretical Bases and Empirical
Validation. 32nd Hawaii International Conference on System
Sciences.

- Nam 2004 -
Phu luc 1
64
PHU LUC 1. BANG CAU HOI

E TAI: NGHIEN CU THNG MAI IEN T
Ho ten res.: _______________, a ch: ____________________Quan:______, T:
________
Ngay PV: ____/____/2003, Thi gian:
, t: ____:____ en ____:____.
Interviewer: _____________________________, Int. ID: _______________.
Phan Kiem tra
Giam sat vienKiem tra tai nha Kiem tra qua tel.
van phong
1.
2.
3.
Kiem tra tai

4.
GII THIEU
Xin chao Anh/Ch. Ten toi la _____________ thuoc nhom nghien cu
cua Trng ai Hoc Bach Khoa Tp. HCM. Hien chung toi ang tien
hanh mot cuoc nghien cu ve Thong mai ien t. Xin Anh/Ch
bt chut thi gian tra li cho chung toi mot vai cau hoi. Xin
cam n s cong tac cua Anh/Ch
A. GAN LOC
A.1 Xin Anh/Ch cho biet mc o thung xuyen s dung
Internet trong thi gian 6 thang gan ay? (SA)
SHOWCARD A.1
Cha bao gi s dung
Trung bnh s dung 1 thang 1 lan hoac t hn
Trung bnh mot thang s dung 2 en 4 lan
Trung bnh mot tuan s dung 2 en 5 lan
Ngay nao cung s dung
Mot ngay s dung hn 2 lan
Cod
e
A.2 Anh/Ch co biet ve thng mai ien t hay khong?

(SA)
Cod
e
Co biet
Khong biet
A.3 Trong thng mai ien t, Anh/ ch co biet cac hnh
thc thanh toan nao sau ay? (MA)
SHOWCARD A.2
Thanh toan bang the tn dung
Thanh toan bang tien mat ien t
Thanh toan bang the thong minh
Thanh toan thong qua ien thoai
at hang qua mang, thanh toan tien khi ngi giao
hang mang en nha
Khac (ghi ro)
Khong biet hnh thc nao

1
2
3
4
5
6
1
2
Cod
e
Route
Ngng
Ngng
Tiep tuc
Tiep tuc
Tiep tuc
Tiep tuc
Route
Tiep tuc
Ngng
Route
1
2
3
4
5
99
- Nam 2004 -
Phu luc 1
65
(neu tra li cau A.3 khong co tra li mot trong nhng code t 1 en 4
th ngng phong van)
B. THOI QUEN S DUNG INTERNET

B.1 Khi s dung Internet thng th Anh/ Ch s dung vao
muc ch g? (MA)
SHOWCARD B.1
Gi email
Tm kiem tai lieu tren mang
Chat
Goi ien thoai hoac nhan tin
Tham khao gia hang hoa hoac tm kiem cac dch vu
Mua hang hoa tren mang
Giai tr: nghe nhac, xem film, hoac cac trang the thao,
thi trang
Xem cac tin tc trong nc va quoc te
Khac (ghi ro)
Cod
e
B.2 Anh/ Ch bat au s dung Internet cach ay bao

lau? (SA)
Cod
e
t hn 3 thang
T 3 6 thang
T 7 12 thang
T 1 nam 2 nam
Hn 2 nam
B.3 Nhng trang Web nao Anh/ ch thng truy cap? (co
the liet ke nhieu trang web)
Route
1
2
3
4
5
6
7
8
Route
1
2
3
4
5
Code
C. ANH GIA VE THNG MAI IEN T
C.
1
R.1
R.2
SCREEN
1 Hoan toan khong ong y
2 Khong ong y
3 Bnh thng
4 ong y
5 Rat ong y
Sau ay la nhng nhan nh cua mot so ngi ve hnh thc
thiet ke cac trang web thng mai:
Xin Anh/ Ch vui long cho biet mc o ong y nh the nao ve
nhng nhan nh sau:
Cac sieu lien ket c the hien tot vi cac nut

lenh hoac ky hieu
Cach trnh bay giao dien man hnh ro rang va
thong nhat

1 2 3 4 5
1 2 3 4 5
- Nam 2004 -
66
Phu luc 1
TERMI
C.
2
Sau ay la nhng nhan nh cua mot so ngi ve cau ch viet

tat trong cac trang web thng mai:
nhng nhan nh sau:
R.
1
R.
2
R.
3
Toi hieu hau het cac cau, ch viet tat c s

dung
Cac cau ch viet tat trong cung mot trang Web c
s dung thong nhat vi nhau
Cac cau ch viet tat trong cac trang Web khac nhau
c s dung thong nhat vi nhau
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
FACI
C.
3
R.
1
R.
2
R.
3
Sau ay la nhng nhan nh cua mot so ngi ve kha nang s

dung cac trang web thng mai:
nhng nhan nh sau:
Toi biet cach s dung cac trang Web thng mai
1 2 3 4 5
Toi co u nang lc ca nhan e s dung cac trang

web thng mai
1 2 3 4 5
Co giup trc tuyen trong cac trang web thng mai
1 2 3 4 5
PU
C.
4
Sau ay la nhng nhan nh cua mot so ngi anh gia ve s

hu ch cua cac trang web thng mai:
nhng nhan nh sau:
R.
1
R.
2
R.
3
R.
4
Giup tiet kiem tien bac hn so vi hnh thc mua

ban thong thng
Giup tiet kiem thi gian hn so vi hnh thc mua
ban thong thng
Cac trang web thng mai cung cap san pham/dch vu
a dang
Noi chung, Toi thay s dung cac trang web thng mai
hu ch cho viec mua ban
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
PEU
C.
5
R.
1
R.
2
Sau ay la nhng nhan nh cua mot so ngi anh gia ve tnh

de s dung cua cac trang web thng mai:
nhng nhan nh sau:
De do tm thong tin can thiet trong cac trang web
thng mai
De at hang t cac trang web thng mai trong moi
luc moi ni

1 2 3 4 5
1 2 3 4 5
- Nam 2004 -
R.
3
R.
4
Phu luc 1
67
De s dung cac dch vu khach hang ma cac trang

web thng mai cung cap
Noi chung, toi thay cac trang web thng mai de s
dung
1 2 3 4 5
1 2 3 4 5
PRT
C.
6
Sau ay la nhng nhan nh cua mot so ngi ve s rui ro khi

trao oi thong tin qua mang khi mua ban:
nhng nhan nh sau:
R.
1
R.
2
Khong b mat trong khi va sau khi trao oi thong tin

lien quan en mua ban
Thong tin cua cac loai the thanh toan co the b li
dung
Sau khi mua ban, ngi ban co the choi bo viec
mua ban hoac choi bo trach nhiem oi vi viec
mua ban a thc hien
Noi chung, trao oi thong tin mua ban trc tuyen gap
nhieu rui ro
R.
3
R.
4
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
PRP
C.
7
Sau ay la nhng nhan nh cua mot so ngi ve s rui ro khi

mua san pham hoac dch vu cua cac trang web thng mai:
nhng nhan nh sau:
R.
1
R.
2
R.
3
R.
4
R.
5
San pham/dch vu co the khong tot nh a c

mo ta va quang cao tren mang
Co the phai chu ton chi ph khi van chuyen, boc d
hay tra lai san pham/dch vu
Ton thi gian tm thong tin, chuan b bang liet ke
hang, ch i giao san pham/dch vu
Rui ro l dp mua san pham/dch vu khac co chat
lng tng t vi gia thap hn
Noi chung, mua san pham/dch vu trc tuyen gap
nhieu rui ro
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
C.8 Trong vong mot nam ti, khi mua hang hoa/dch vu,
Anh/Ch co d nh s dung phng tien la cac trang
web thng mai khong? (SA)
BI_1
Chac chan khong s dung
Khong s dung
Co the co hoac khong
Co s dung
Chan chan co s dung
Cod
e
C.9 Khi co ieu kien thch hp, Anh/Ch co san sang

s dung cac trang web thng mai trong viec mua
hang hoa/dch vu khong? (SA)
BI_2
Chac chan khong s dung
Cod
e

Route
1
2
3
4
5
Route
D.1
- Nam 2004 -
Phu luc 1
68
C.9 Khi co ieu kien thch hp, Anh/Ch co san sang

s dung cac trang web thng mai trong viec mua
hang hoa/dch vu khong? (SA)
BI_2
Khong s dung
Co the co hoac khong
Co s dung
Chan chan co s dung
Cod
e
C.10 Tong so tien trong vong 1 nam ti ma Anh/ Ch

d nh mua hang hoa/dch vu trc tuyen la bao
nhieu? (MA)
PB
Nho hn 500.000
Tren 500.000 en 1.000.000
Tren 1.000.000 en 2.000.000
Tren 2.000.000 en 5.000.000
Tren 5.000.000 en 10.000.000
Tren 10.000.000 en 20.000.000
Ln hn 20.000.000
Cha biet la bao nhieu
Cod
e
2
3
4
5
Route
D.1
D.1
C.10
C.10
Route
1
2
3
4
5
6
7
99
PHAN D: THONG TIN CA NHAN

XIN C PHEP HOI Anh/Ch MOT SO THONG TIN CA NHAN
D.1 Nam nay Anh/ch bao nhieu tuoi? GENDER
Cod
e
Route
D.2 EDU
Cap o hoc van cao nhat ma Anh/ch at c hien
nay la g? (SA)
Trung hoc c s (cap 2)
Pho thong trung hoc (cap 3)
Trung hoc chuyen nghiep
Cao ang
ai hoc
Thac sy
Tien sy
Khac (xin ghi ro)
Cod
e
Route
D.3 Xin Anh/ Ch cho biet nghe nghiep chnh cua anh/ch
trong 6 thang gan ay? CAREER
Cod
e
Route
Cod
e
Route
Tuoi (ghiro):
1
2
3
4
5
6
7
..
D.4 Ghi nhan gii tnh GENDER
Nam
N

1
2
- Nam 2004 -
69
Phu luc 1
XIN CAM N S HP TAC CUA ANH/CH RAT NHIEU. XIN CHAO TAM BIET!

- Nam 2004 -
Phu luc 2
70
PHU LUC 2. KET QUA PHAN TCH NHAN TO CAP 1

L I S R E L 8.30
BY
Karl G. Jreskog & Dag Srbom
This program is published exclusively by

Scientific Software International, Inc.
7383 N. Lincoln Avenue, Suite 100
Lincolnwood, IL 60712, U.S.A.
Phone: (800)247-6113, (847)675-0720, Fax: (847)675-2140
Copyright by Scientific Software International, Inc., 1981-2000
Use of this program is subject to the terms specified in the
Universal Copyright Convention.
Website: www.ssicentral.com
The following lines were read from file E:\MBA\THESIS\E_LISREL\FIRSTORD\FIRST.SPJ:
Testing Convergent & Discriminant of First Order Factors
Include all First Order Factors
Observed Variables
FACI_1 FACI_2 PRT_1
PRT_4 PRP_1 PRP_5
Covariance Matrix From File E:\MBA\THESIS\E_LISREL\FIRSTORD\FIRST.COV
Sample Size = 111
Latent Variables SCREEN TERMI FACI PRT PRP
EQUATIONS:
FACI_2 =0.878*FACI
FACI_1 =FACI
PRT_1 =0.808*PRT
PRT_4 =PRT
PRP_1 =0.621*PRP
PRP_5 =PRP
Relationships
Path Diagram
Number of Decimals = 3
Admissibility Check = Off
Iterations = 250
Method of Estimation: Maximum Likelihood
LISREL OUTPUT: MI SL=5 SC RS EF PC
End of Problem
Covariance Matrix to be Analyzed
FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
-------- -------- -------- -------- -------- -------FACI_1
1.000
FACI_2
0.426
1.000
PRT_1
0.213
0.177
1.000
PRT_4
0.455
0.265
0.442
1.000
PRP_1
0.242
0.253
0.204
0.318
1.000
PRP_5
0.119
0.274
0.041
0.214
0.334
PRP_5
1.000

- Nam 2004 -
Phu luc 2
71

Parameter Specifications
LAMBDA-X
FACI
PRT
PRP
-------- -------- -------FACI_1
1
0
0
FACI_2
0
0
0
PRT_1
0
0
0
PRT_4
0
2
0
PRP_1
0
0
0
PRP_5
0
0
3
PHI
FACI
PRT
PRP
-------- -------- -------FACI
4
PRT
5
6
PRP
7
8
9
THETA-DELTA
FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
-------- -------- -------- -------- -------- -------10
11
12
13
14
15
PRP_5

Number of Iterations = 17
LISREL Estimates (Maximum Likelihood)
LAMBDA-X
FACI
PRT
PRP
-------- -------- -------FACI_1
1.240
--(0.343)
3.611
FACI_2
0.878
--
--
PRT_1
--
0.808
--
PRT_4
--
1.559
(0.513)
3.041
--
PRP_1
--
--
PRP_5
--
-0.405
(0.166)
2.447
0.621
PHI

- Nam 2004 -
Phu luc 2
72
FACI
PRT
PRP
-------- -------- -------FACI
0.392
(0.159)
2.456
PRT
0.226
0.351
(0.100) (0.165)
2.256
2.123
PRP
0.349
0.331
1.328
(0.142) (0.146) (0.608)
2.456
2.277
2.184
THETA-DELTA
FACI_1
FACI_2
PRT_1
-------- -------- -------- -------0.398
0.698
0.771
(0.161) (0.121) (0.123)
2.470
5.767
6.283
PRT_4
PRP_1
-------- -------0.148
0.488
(0.244) (0.213)
0.607
2.290
PRP_5
0.782
(0.136)
5.737
Squared Multiple Correlations for X - Variables

FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
-------- -------- -------- -------- -------- -------0.602
0.302
0.229
0.852
0.512
PRP_5
0.218
Goodness of Fit Statistics

Degrees of Freedom = 6
Minimum Fit Function Chi-Square = 7.922 (P = 0.244)
Normal Theory Weighted Least Squares Chi-Square = 7.505 (P = 0.277)
Estimated Non-centrality Parameter (NCP) = 1.505
90 Percent Confidence Interval for NCP = (0.0 ; 12.770)
Minimum Fit Function Value = 0.0720
Population Discrepancy Function Value (F0) = 0.0137
90 Percent Confidence Interval for F0 = (0.0 ; 0.116)
Root Mean Square Error of Approximation (RMSEA) = 0.0478
90 Percent Confidence Interval for RMSEA = (0.0 ; 0.139)
P-Value for Test of Close Fit (RMSEA < 0.05) = 0.440
Expected Cross-Validation Index (ECVI) = 0.341
90 Percent Confidence Interval for ECVI = (0.327 ; 0.443)
ECVI for Saturated Model = 0.382
ECVI for Independence Model = 1.105
Chi-Square for Independence Model with 15 Degrees of Freedom = 109.553
Independence AIC = 121.553
Model AIC = 37.505
Saturated AIC = 42.000
Independence CAIC = 143.810
Model CAIC = 93.148
Saturated CAIC = 119.900
Normed Fit Index (NFI) = 0.928

- Nam 2004 -
Phu luc 2
73
Non-Normed Fit Index (NNFI) = 0.949

Parsimony Normed Fit Index (PNFI) = 0.371
Comparative Fit Index (CFI) = 0.980
Incremental Fit Index (IFI) = 0.981
Relative Fit Index (RFI) = 0.819
Critical N (CN) = 234.451
Root Mean Square Residual (RMR) = 0.0431

Standardized RMR = 0.0431
Goodness of Fit Index (GFI) = 0.978
Adjusted Goodness of Fit Index (AGFI) = 0.922
Parsimony Goodness of Fit Index (PGFI) = 0.279
Fitted Covariance Matrix
FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
-------- -------- -------- -------- -------- -------FACI_1
1.000
FACI_2
0.426
1.000
PRT_1
0.226
0.160
1.000
PRT_4
0.436
0.309
0.442
1.000
PRP_1
0.269
0.190
0.166
0.321
1.000
PRP_5
0.175
0.124
0.109
0.209
0.334
PRP_5
1.000
Fitted Residuals
FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
PRP_5
-------- -------- -------- -------- -------- -------FACI_1
0.000
FACI_2
0.000
0.000
PRT_1
-0.013
0.017
0.000
PRT_4
0.018
-0.044
0.000
0.000
PRP_1
-0.027
0.062
0.038
-0.003
0.000
PRP_5
-0.056
0.150
-0.068
0.004
0.000
0.000
Summary Statistics for Fitted Residuals
Smallest Fitted Residual = -0.068
Median Fitted Residual = 0.000
Largest Fitted Residual = 0.150
Stemleaf Plot
- 0|76
- 0|43100000000000
0|224
0|6
1|
1|5
Standardized Residuals
FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
-------- -------- -------- -------- -------- -------FACI_1
-FACI_2
--PRT_1
-0.311
0.259
-PRT_4
1.907
-1.950
---
PRP_5

- Nam 2004 -
PRP_1
PRP_5
-0.922
-1.107
1.070
2.079
0.596
-0.890
Phu luc 2
74
-0.195
0.135
---
--
Summary Statistics for Standardized Residuals

Smallest Standardized Residual = -1.950
Median Standardized Residual = 0.000
Largest Standardized Residual = 2.079
Stemleaf Plot
- 2|0
- 1|1
- 0|9932000000000
0|136
1|19
2|1
Qplot of Standardized Residuals
3.5..........................................................................
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- Nam 2004 -
Phu luc 2
75
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-3.5..........................................................................
-3.5
3.5
Modification Indices and Expected Change
Modification Indices for LAMBDA-X
FACI
PRT
PRP
-------- -------- -------FACI_1
-3.459
3.459
FACI_2
-3.459
3.459
PRT_1
0.020
-0.020
PRT_4
0.020
-0.020
PRP_1
0.005
0.005
-PRP_5
0.005
0.005
-Expected Change for LAMBDA-X
FACI
PRT
PRP
-------- -------- -------FACI_1
-1.697
-0.440
FACI_2
--1.202
0.311
PRT_1
-0.086
-0.024
PRT_4
0.165
--0.046
PRP_1
-0.050
0.054
-PRP_5
0.033
-0.035
-Standardized Expected Change for LAMBDA-X
FACI
PRT
PRP
-------- -------- -------FACI_1
-1.005
-0.507
FACI_2
--0.712
0.359
PRT_1
-0.054
-0.027
PRT_4
0.103
--0.053
PRP_1
-0.032
0.032
-PRP_5
0.021
-0.021
-Completely Standardized Expected Change for LAMBDA-X
FACI
PRT
PRP
-------- -------- -------FACI_1
-1.005
-0.507
FACI_2
--0.712
0.359
PRT_1
-0.054
-0.027
PRT_4
0.103
--0.053
PRP_1
-0.032
0.032
-PRP_5
0.021
-0.021
-No Non-Zero Modification Indices for PHI
Modification Indices for THETA-DELTA
FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
-------- -------- -------- -------- -------- --------
PRP_5

- Nam 2004 -
FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
PRP_5
---0.298
0.288
2.859
3.211
0.232
0.262
1.829
3.885
Phu luc 2
76
---0.679
0.302
1.049
0.285
---
--
Expected Change for THETA-DELTA

FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
-------- -------- -------- -------- -------- -------FACI_1
-FACI_2
--PRT_1
-0.050
0.043
-PRT_4
0.225
-0.188
--PRP_1
-0.048
0.043
0.069
-0.064
-PRP_5
-0.112
0.161
-0.083
0.049
--
PRP_5
--
Completely Standardized Expected Change for THETA-DELTA

FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
-------- -------- -------- -------- -------- -------FACI_1
-FACI_2
--PRT_1
-0.050
0.043
-PRT_4
0.225
-0.188
--PRP_1
-0.048
0.043
0.069
-0.064
-PRP_5
-0.112
0.161
-0.083
0.049
-Maximum Modification Index is
PRP_5
--
3.88 for Element ( 6, 2) of THETA-DELTA
Covariance Matrix of Parameter Estimates

LX 1,1
LX 4,2
LX 6,3
PH 1,1
PH 2,1
PH 2,2
-------- -------- -------- -------- -------- -------LX 1,1
0.118
LX 4,2
0.000
0.263
LX 6,3
0.000
0.000
0.027
PH 1,1
-0.045
0.000
0.000
0.025
PH 2,1
-0.017
-0.036
0.000
0.009
0.010
PH 2,2
0.000
-0.075
0.000
0.001
0.012
0.027
PH 3,1
-0.026
0.000
-0.005
0.014
0.006
0.001
PH 3,2
0.000
-0.053
-0.005
0.001
0.009
0.018
PH 3,3
0.000
0.000
-0.077
0.002
0.002
0.002
TD 1,1
-0.037
0.000
0.000
0.008
0.005
0.000
TD 2,2
0.019
0.000
0.000
-0.008
-0.003
0.000
TD 3,3
0.000
0.027
0.000
0.000
-0.004
-0.007
TD 4,4
0.000
-0.101
0.000
0.000
0.014
0.021
TD 5,5
0.000
0.000
0.026
0.000
0.000
0.000
TD 6,6
0.000
0.000
-0.011
0.000
0.000
0.000
PH 3,1
PH 3,2
PH 3,3
TD 1,1
TD 2,2
TD 3,3
-------- -------- -------- -------- -------- -------PH 3,1
0.020
PH 3,2
0.007
0.021
PH 3,3
0.029
0.027
0.370
TD 1,1
0.008
0.000
0.000
0.026
TD 2,2
-0.004
0.000
0.000
-0.007
0.015
TD 3,3
0.000
-0.005
0.000
0.000
0.000
0.015
TD 4,4
0.000
0.020
0.000
0.000
0.000
-0.014

- Nam 2004 -
TD 5,5
TD 6,6
-0.005
0.002
-0.004
0.002
-0.107
0.027
Phu luc 2
77
0.000
0.000
0.000
0.000
0.000
0.000

TD 4,4
TD 5,5
TD 6,6
-------- -------- -------TD 4,4
0.059
TD 5,5
0.000
0.045
TD 6,6
0.000
-0.011
0.019
Correlation Matrix of Parameter Estimates
LX 1,1
LX 4,2
LX 6,3
PH 1,1
PH 2,1
PH 2,2
-------- -------- -------- -------- -------- -------LX 1,1
1.000
LX 4,2
0.000
1.000
LX 6,3
0.000
0.000
1.000
PH 1,1
-0.813
0.000
0.000
1.000
PH 2,1
-0.486
-0.705
0.000
0.548
1.000
PH 2,2
0.000
-0.886
0.000
0.035
0.726
1.000
PH 3,1
-0.529
0.000
-0.211
0.596
0.433
0.058
PH 3,2
0.000
-0.712
-0.195
0.062
0.638
0.733
PH 3,3
0.000
0.000
-0.765
0.023
0.035
0.020
TD 1,1
-0.671
0.000
0.000
0.329
0.326
0.000
TD 2,2
0.447
0.000
0.000
-0.389
-0.217
0.000
TD 3,3
0.000
0.430
0.000
0.000
-0.304
-0.321
TD 4,4
0.000
-0.807
0.000
0.000
0.570
0.524
TD 5,5
0.000
0.000
0.739
0.000
0.000
0.000
TD 6,6
0.000
0.000
-0.492
0.000
0.000
0.000
PH 3,1
PH 3,2
PH 3,3
TD 1,1
TD 2,2
TD 3,3
-------- -------- -------- -------- -------- -------PH 3,1
1.000
PH 3,2
0.323
1.000
PH 3,3
0.332
0.308
1.000
TD 1,1
0.355
0.000
0.000
1.000
TD 2,2
-0.237
0.000
0.000
-0.334
1.000
TD 3,3
0.000
-0.306
0.000
0.000
0.000
1.000
TD 4,4
0.000
0.575
0.000
0.000
0.000
-0.460
TD 5,5
-0.156
-0.144
-0.823
0.000
0.000
0.000
TD 6,6
0.104
0.096
0.331
0.000
0.000
0.000
TD 4,4
TD 5,5
TD 6,6
-------- -------- -------TD 4,4
1.000
TD 5,5
0.000
1.000
TD 6,6
0.000
-0.364
1.000
Standardized Solution
LAMBDA-X
FACI
PRT
PRP

- Nam 2004 -
Phu luc 2
78
-------- -------- -------FACI_1

0.776
--FACI_2
0.550
--PRT_1
-0.478
-PRT_4
-0.923
-PRP_1
--0.716
PRP_5
--0.467
PHI
FACI
PRT
PRP
-------- -------- -------FACI
1.000
PRT
0.609
1.000
PRP
0.484
0.486
1.000
Completely Standardized Solution
LAMBDA-X
FACI
PRT
PRP
-------- -------- -------FACI_1
0.776
--FACI_2
0.550
--PRT_1
-0.478
-PRT_4
-0.923
-PRP_1
--0.716
PRP_5
--0.467
PHI
FACI
PRT
PRP
-------- -------- -------FACI
1.000
PRT
0.609
1.000
PRP
0.484
0.486
1.000
THETA-DELTA
FACI_1
FACI_2
PRT_1
PRT_4
PRP_1
-------- -------- -------- -------- -------- -------0.398
0.698
0.771
0.148
0.488
The Problem used
PRP_5
0.782
7776 Bytes (= 0.0% of Available Workspace)
Time used:
0.059 Seconds

- Nam 2004 -
Phu luc 3
79
PHU LUC 3. KET QUA PHAN TCH NHAN TO TOAN

BO MO HNH
L I S R E L 8.30
BY
Karl G. Jreskog & Dag Srbom
This program is published exclusively by

Scientific Software International, Inc.
7383 N. Lincoln Avenue, Suite 100
Lincolnwood, IL 60712, U.S.A.
Phone: (800)247-6113, (847)675-0720, Fax: (847)675-2140
Copyright by Scientific Software International, Inc., 1981-2000
Use of this program is subject to the terms specified in the
Universal Copyright Convention.
Website: www.ssicentral.com
The following lines were read from file E:\MBA\THESIS\E_LISREL\FINAL\ME_DA.SPJ:
TESTING THE FINAL CONSTRUCT
INCLUDING FACTOR SCORE AND RAW DATA
Observed Variables
FACI PRT PRP PU_1 PU_2 PU_3 PU_4 PEU_1 PEU_2 PEU_3 PEU_4 BI_1 BI_2
Covariance Matrix From File E:\MBA\THESIS\E_LISREL\FINAL\ME_DA.COV
Sample Size = 111
Latent Variables BI PU PEU
EQUATIONS:
BI_2 =0.938*BI
BI_1 =1*BI
!FACI =BI
PRT =BI
PRP =BI
PU_4 =0.83*PU
!PU_1 =PU
PU_2 =PU
PU_3 =PU
PEU_4 =0.833*PEU
PEU_1 =PEU
!PEU_2 =PEU
!PEU_3 =PEU
PATHS:
PEU -> BI PU
PU -> BI
Relationships
Set Error Variance of BI =0.01
Set Covariance of PRT PRP Free
Set Error Covariance of PU_3 PU_4 Free
Set Error Covariance of BI_2 PRT Free
Set Error Covariance of BI_2 PRP Free
Path Diagram
Number of Decimals = 3
Admissibility Check = Off
Iterations > 250
Method of Estimation: Maximum Likelihood
LISREL OUTPUT: MI SC RS SL=5 PC EF

- Nam 2004 -
80
Phu luc 3
End of Problem
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PRT
0.261
PRP
0.167
0.891
PU_2
-0.052
0.028
1.000
PU_3
0.005
-0.119
0.177
1.000
PU_4
0.089
0.078
0.265
0.442
1.000
BI_1
-0.107
-0.121
0.193
0.034
0.133
1.000
BI_2
-0.153
-0.227
0.113
0.057
0.115
0.796
PEU_1
0.060
0.118
0.253
0.204
0.318
0.078
PEU_4
0.193
0.044
0.109
0.193
0.532
0.077
BI_2
PEU_1
PEU_4
-------- -------- -------BI_2
1.000
PEU_1
0.025
1.000
PEU_4
0.095
0.458
1.000
Parameter Specifications
LAMBDA-Y
BI
PU
-------- -------PRT
1
0
PRP
2
0
PU_2
0
3
PU_3
0
4
PU_4
0
0
BI_1
0
0
BI_2
0
0
LAMBDA-X
PEU
-------PEU_1
5
PEU_4
0
BETA
BI
PU
-------- -------BI
0
6
PU
0
0
GAMMA
PEU
-------BI
7

- Nam 2004 -
PU
81
Phu luc 3
PHI
PEU
-------9
PSI
Note: This matrix is diagonal.
BI
PU
-------- -------0
10
THETA-EPS
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PRT
11
PRP
12
13
PU_2
0
0
14
PU_3
0
0
0
15
PU_4
0
0
0
16
17
BI_1
0
0
0
0
0
18
BI_2
19
20
0
0
0
0
THETA-EPS
BI_2
-------BI_2
21
THETA-DELTA
PEU_1
PEU_4
-------- -------22
23

Number of Iterations = 67
LISREL Estimates (Maximum Likelihood)
LAMBDA-Y
BI
PU
-------- -------PRT
-0.123
-(0.055)
-2.246
PRP
PU_2
-0.139
(0.103)
-1.353
--
--
0.352
(0.142)
2.488

- Nam 2004 -
PU_3
--
0.351
(0.128)
2.741
PU_4
--
0.830
BI_1
1.000
--
BI_2
0.938
--
82
Phu luc 3
LAMBDA-X
PEU
-------PEU_1
0.597
(0.139)
4.297
PEU_4
0.833
BETA
BI
PU
-------- -------BI
-7.976
(7.258)
1.099
PU
--
--
GAMMA
PEU
-------BI
-6.553
(6.387)
-1.026
PU
0.837
(0.186)
4.493
Covariance Matrix of ETA and KSI

BI
PU
PEU
-------- -------- -------BI
0.849
PU
0.194
0.637
PEU
0.108
0.745
0.891
PHI
PEU
-------0.891
(0.251)

- Nam 2004 -
Phu luc 3
83
3.550
PSI
BI
PU
-------- -------0.010
0.013
(0.024)
0.546
Squared Multiple Correlations for Structural Equations
BI
PU
-------- -------0.988
0.980
Squared Multiple Correlations for Reduced Form
BI
PU
-------- -------0.015
0.980
Reduced Form
PEU
-------BI
0.122
(0.121)
1.006
PU
0.837
(0.186)
4.493
THETA-EPS
PRT
PRP
PU_2
PU_3
PU_4
-------- -------- -------- -------- -------- -------PRT
0.248
(0.034)
7.349
PRP
BI_1
0.153
0.874
(0.047) (0.118)
3.249
7.392
PU_2
--
--
0.921
(0.128)
7.207
PU_3
--
--
--
0.921
(0.129)
7.137
PU_4
--
--
--
0.256
0.561
(0.089) (0.112)

- Nam 2004 -
2.866
BI_1
BI_2
--
--
--
-0.055
-0.117
(0.031) (0.057)
-1.793
-2.045
4.991
--
--
Phu luc 3
84
--
--
0.149
(0.064)
2.334
--
--
THETA-EPS
BI_2
-------BI_2
0.255
(0.063)
4.023
Squared Multiple Correlations for Y - Variables
PRT
PRP
PU_2
PU_3
PU_4
-------- -------- -------- -------- -------- -------0.049
0.019
0.079
0.079
0.439
BI_1
0.851
Squared Multiple Correlations for Y - Variables

BI_2
-------0.745
THETA-DELTA
PEU_1
PEU_4
-------- -------0.683
0.382
(0.113) (0.132)
6.056
2.892
Squared Multiple Correlations for X - Variables
PEU_1
PEU_4
-------- -------0.317
0.618
Goodness of Fit Statistics
Degrees of Freedom = 22
Minimum Fit Function Chi-Square = 46.630 (P = 0.00164)
Normal Theory Weighted Least Squares Chi-Square = 44.369 (P = 0.00319)
Estimated Non-centrality Parameter (NCP) = 22.369
90 Percent Confidence Interval for NCP = (7.131 ; 45.372)
Minimum Fit Function Value = 0.424
Population Discrepancy Function Value (F0) = 0.203
90 Percent Confidence Interval for F0 = (0.0648 ; 0.412)
Root Mean Square Error of Approximation (RMSEA) = 0.0961
90 Percent Confidence Interval for RMSEA = (0.0543 ; 0.137)
P-Value for Test of Close Fit (RMSEA < 0.05) = 0.0372

- Nam 2004 -
Phu luc 3
85
Expected Cross-Validation Index (ECVI) = 0.822

90 Percent Confidence Interval for ECVI = (0.683 ; 1.031)
ECVI for Saturated Model = 0.818
ECVI for Independence Model = 2.718
Chi-Square for Independence Model with 36 Degrees of Freedom = 280.969
Independence AIC = 298.969
Model AIC = 90.369
Saturated AIC = 90.000
Independence CAIC = 332.355
Model CAIC = 175.688
Saturated CAIC = 256.929
Normed Fit Index (NFI) = 0.834
Non-Normed Fit Index (NNFI) = 0.835
Parsimony Normed Fit Index (PNFI) = 0.510
Comparative Fit Index (CFI) = 0.899
Incremental Fit Index (IFI) = 0.905
Relative Fit Index (RFI) = 0.728
Critical N (CN) = 96.042
Root Mean Square Residual (RMR) = 0.0613

Standardized RMR = 0.0875
Goodness of Fit Index (GFI) = 0.918
Adjusted Goodness of Fit Index (AGFI) = 0.832
Parsimony Goodness of Fit Index (PGFI) = 0.449
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PRT
0.261
PRP
0.168
0.891
PU_2
-0.008
-0.010
1.000
PU_3
-0.008
-0.010
0.079
1.000
PU_4
-0.020
-0.022
0.186
0.442
1.000
BI_1
-0.104
-0.118
0.068
0.068
0.161
0.998
BI_2
-0.153
-0.228
0.064
0.064
0.151
0.797
PEU_1
-0.008
-0.009
0.157
0.156
0.369
0.065
PEU_4
-0.011
-0.013
0.219
0.218
0.515
0.090
BI_2
PEU_1
PEU_4
-------- -------- -------BI_2
1.003
PEU_1
0.061
1.000
PEU_4
0.085
0.443
1.000
Fitted Residuals
PRT
PRP
PU_2
PU_3
PU_4
-------- -------- -------- -------- -------- -------PRT
0.000
PRP
0.000
0.000
PU_2
-0.044
0.037
0.000
PU_3
0.013
-0.109
0.098
0.000
BI_1

- Nam 2004 -
PU_4
0.109
0.100
BI_1
-0.003
-0.002
BI_2
0.000
0.001
PEU_1
0.068
0.127
PEU_4
0.204
0.057
Phu luc 3
86
0.078
0.000
0.000
0.124
-0.035
-0.028
0.049
-0.007
-0.037
0.096
0.048
-0.051
-0.109
-0.026
0.016
0.002
0.000
0.013
-0.013
Fitted Residuals
BI_2
PEU_1
PEU_4
-------- -------- -------BI_2
-0.003
PEU_1
-0.035
0.000
PEU_4
0.010
0.015
0.000
Summary Statistics for Fitted Residuals
Smallest Fitted Residual = -0.109
Median Fitted Residual = 0.000
Largest Fitted Residual = 0.204
Stemleaf Plot
- 1|11
- 0|5
- 0|444333110000000000000000
0|111224
0|55678
1|000123
1|
2|0
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PRT
-0.222
PRP
-0.222
-0.222
PU_2
-0.907
0.415
-PU_3
0.272
-1.222
1.159
-PU_4
2.343
1.143
1.415
--BI_1
-1.458
-0.645
1.484
-0.414
-0.924
0.222
BI_2
0.222
0.222
0.574
-0.086
-0.832
-0.095
PEU_1
1.420
1.421
1.422
0.734
-2.298
0.186
PEU_4
4.318
0.639
-2.932
-0.802
1.974
-0.381
BI_2
PEU_1
PEU_4
-------- -------- -------BI_2
-0.222
PEU_1
-0.478
-PEU_4
0.224
1.389
-Summary Statistics for Standardized Residuals
Smallest Standardized Residual = -2.932
Median Standardized Residual = 0.000
Largest Standardized Residual = 4.318
Stemleaf Plot
- 2|93

- Nam 2004 -
87
Phu luc 3
- 1|52
- 0|99886544222211000000
0|2222234667
1|12444445
2|03
3|
4|3
Largest Negative Standardized Residuals
Residual for PEU_4 and
PU_2 -2.932
Largest Positive Standardized Residuals
Residual for PEU_4 and
PRT 4.318
Qplot of Standardized Residuals
3.5..........................................................................
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.
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.
.
x
.
.
.
.
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x
.
N .
. xx
.
o .
. x
.
r .
. *
.
m .
. xx
.
a .
.xx x
.
l .
xx
.
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.
Q .
.x
.
u .
xx
.
a .
xx
.
n .
.*
.
t .
.xxx
.
i .
.x x
.
l .
.*
.
e .
.x
.
s .
x x
.
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x.
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x
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x
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-3.5..........................................................................
-3.5
3.5

- Nam 2004 -
88
Phu luc 3
Modification Indices and Expected Change
Modification Indices for LAMBDA-Y
BI
PU
-------- -------PRT
-12.762
PRP
-0.006
PU_2
1.579
-PU_3
0.041
-PU_4
0.469
-BI_1
0.049
0.019
BI_2
0.049
0.517
Expected Change for LAMBDA-Y
BI
PU
-------- -------PRT
-0.240
PRP
-0.009
PU_2
0.146
-PU_3
-0.021
-PU_4
-0.124
-BI_1
0.084
-0.013
BI_2
-0.078
0.060
Standardized Expected Change for LAMBDA-Y
BI
PU
-------- -------PRT
-0.191
PRP
-0.007
PU_2
0.134
-PU_3
-0.019
-PU_4
-0.114
-BI_1
0.077
-0.010
BI_2
-0.072
0.048
Completely Standardized Expected Change for LAMBDA-Y
BI
PU
-------- -------PRT
-0.374
PRP
-0.008
PU_2
0.134
-PU_3
-0.019
-PU_4
-0.114
-BI_1
0.077
-0.010
BI_2
-0.072
0.048
No Non-Zero Modification Indices for LAMBDA-X
No Non-Zero Modification Indices for BETA
No Non-Zero Modification Indices for GAMMA
No Non-Zero Modification Indices for PHI

- Nam 2004 -
Phu luc 3
89
Modification Indices for PSI

BI
PU
-------- -------1.929
-Expected Change for PSI
BI
PU
-------- -------25.635
-Standardized Expected Change for PSI
BI
PU
-------- -------30.180
-Modification Indices for THETA-EPS
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PRT
-PRP
--PU_2
3.833
0.471
-PU_3
0.039
3.016
0.601
-PU_4
0.021
1.431
0.927
--BI_1
2.940
0.339
2.346
0.130
0.000
-BI_2
--1.355
0.000
0.010
3.648
Modification Indices for THETA-EPS
BI_2
-------BI_2
-Expected Change for THETA-EPS
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PRT
-PRP
--PU_2
-0.084
0.055
-PU_3
-0.008
-0.129
0.065
-PU_4
0.005
0.076
0.074
--BI_1
-0.384
-0.244
0.086
-0.019
0.000
-BI_2
---0.063
0.001
-0.004
-3.233
Expected Change for THETA-EPS
BI_2
-------BI_2
-Completely Standardized Expected Change for THETA-EPS
PRT
PRP
PU_2
PU_3
PU_4
-------- -------- -------- -------- -------- -------PRT
--
BI_1

- Nam 2004 -
PRP
PU_2
PU_3
PU_4
BI_1
BI_2
90
Phu luc 3
---0.165
0.059
--0.015
-0.137
0.065
-0.010
0.081
0.074
---0.753
-0.259
0.086
-0.019
0.000
----0.063
0.001
-0.004
-3.231
Completely Standardized Expected Change for THETA-EPS

BI_2
-------BI_2
-Modification Indices for THETA-DELTA-EPS
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PEU_1
0.910
1.384
2.431
1.229
6.507
0.649
PEU_4
18.520
1.933
8.076
1.588
4.707
1.076
Modification Indices for THETA-DELTA-EPS
BI_2
-------PEU_1
0.679
PEU_4
2.675
Expected Change for THETA-DELTA-EPS
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PEU_1
-0.037
0.086
0.133
0.088
-0.301
0.041
PEU_4
0.154
-0.093
-0.264
-0.127
0.374
-0.050
Expected Change for THETA-DELTA-EPS
BI_2
-------PEU_1
-0.040
PEU_4
0.074
Completely Standardized Expected Change for THETA-DELTA-EPS
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PEU_1
-0.073
0.091
0.133
0.088
-0.301
0.041
PEU_4
0.301
-0.099
-0.264
-0.127
0.374
-0.050
Completely Standardized Expected Change for THETA-DELTA-EPS
BI_2
-------PEU_1
-0.040
PEU_4
0.074
Modification Indices for THETA-DELTA
PEU_1
PEU_4
-------- -------PEU_1
-PEU_4
1.929
--

- Nam 2004 -
Phu luc 3
91
Expected Change for THETA-DELTA

PEU_1
PEU_4
-------- -------PEU_1
-PEU_4
0.297
-Completely Standardized Expected Change for THETA-DELTA
PEU_1
PEU_4
-------- -------PEU_1
-PEU_4
0.297
-Maximum Modification Index is 18.52 for Element ( 2, 1) of THETA DELTA-EPSILON
LY 1,1
LY 2,1
LY
-------- -------- -------LY 1,1
0.003
LY 2,1
0.002
0.011
LY 3,2
0.000
0.000
LY 4,2
0.000
0.000
LX 1,1
0.000
0.000
BE 1,2
-0.002
-0.006
GA 1,1
0.001
0.005
GA 2,1
0.000
0.000
PH 1,1
0.000
0.000
PS 2,2
0.000
0.000
TE 1,1
0.000
0.000
TE 2,1
0.000
0.000
TE 2,2
0.000
0.000
TE 3,3
0.000
0.000
TE 4,4
0.000
0.000
TE 5,4
0.000
0.000
TE 5,5
0.000
0.000
TE 6,6
0.000
0.001
TE 7,1
0.000
0.000
TE 7,2
0.000
-0.001
TE 7,7
0.000
-0.001
TD 1,1
0.000
0.000
TD 2,2
0.000
0.000
3,2
LY 4,2
LX 1,1
-------- -------- -------0.020
0.000
-0.001
0.032
0.026
-0.007
0.002
0.000
0.000
0.000
0.000
-0.002
0.000
0.001
0.003
0.000
0.000
0.000
0.000
0.000
-0.001
0.016
0.000
-0.004
0.000
0.000
0.000
0.000
0.000
0.000
0.000
0.000
-0.002
-0.003
0.000
0.000
0.000
0.000
0.000
0.000
0.000
BE 1,2
0.019
0.059
-0.154
0.013
-0.021
0.000
0.000
0.000
0.000
0.000
-0.001
-0.001
-0.004
0.000
0.000
0.000
0.000
-0.006
0.010
52.678
-45.134
0.166
-0.151
-0.172
0.000
0.000
0.000
-0.011
-0.010
-0.025
-0.061
-0.014
-0.001
0.000
0.005
-0.009
0.105

GA 1,1
GA 2,1
PH 1,1
PS 2,2
TE 1,1
TE 2,1
-------- -------- -------- -------- -------- -------GA 1,1
40.793
GA 2,1
-0.411
0.035
PH 1,1
0.377
-0.032
0.063
PS 2,2
0.147
-0.001
0.000
0.001
TE 1,1
0.000
0.000
0.000
0.000
0.001
TE 2,1
0.000
0.000
0.000
0.000
0.001
0.002
TE 2,2
0.000
0.000
0.000
0.000
0.000
0.002
TE 3,3
0.013
-0.001
0.001
0.000
0.000
0.000
TE 4,4
0.025
-0.002
0.002
0.000
0.000
0.000
TE 5,4
0.059
-0.005
0.004
0.000
0.000
0.000
TE 5,5
0.139
-0.011
0.009
0.000
0.000
0.000
TE 6,6
0.012
0.000
0.000
0.000
0.000
0.000
TE 7,1
0.000
0.000
0.000
0.000
0.000
0.000

- Nam 2004 -
TE 7,2
TE 7,7
TD 1,1
TD 2,2
0.000
-0.005
0.029
-0.216
0.000
0.000
-0.003
0.016
0.000
0.000
0.005
-0.021
Phu luc 3
92
0.000
0.000
0.000
0.000
0.000
0.000
0.000
0.000
-0.001
0.000
0.000
0.000

TE 2,2
TE 3,3
TE 4,4
TE 5,4
TE 5,5
TE 6,6
-------- -------- -------- -------- -------- -------TE 2,2
0.014
TE 3,3
0.000
0.016
TE 4,4
0.000
0.000
0.017
TE 5,4
0.000
0.000
0.006
0.008
TE 5,5
0.000
0.000
0.002
0.006
0.013
TE 6,6
0.000
0.000
0.000
0.000
0.000
0.004
TE 7,1
0.000
0.000
0.000
0.000
0.000
0.000
TE 7,2
-0.002
0.000
0.000
0.000
0.000
0.000
TE 7,7
0.000
0.000
0.000
0.000
0.000
-0.003
TD 1,1
0.000
0.000
0.000
0.000
0.001
0.000
TD 2,2
0.000
-0.001
-0.001
-0.003
-0.006
0.000
TE 7,1
TE 7,2
TE 7,7
TD 1,1
TD 2,2
-------- -------- -------- -------- -------TE 7,1
0.001
TE 7,2
0.001
0.003
TE 7,7
-0.001
-0.001
0.004
TD 1,1
0.000
0.000
0.000
0.013
TD 2,2
0.000
0.000
0.000
-0.003
0.017
LY 1,1
LY 2,1
LY
-------- -------- -------LY 1,1
1.000
LY 2,1
0.300
1.000
LY 3,2
0.000
0.000
LY 4,2
0.000
0.000
LX 1,1
0.000
0.000
BE 1,2
-0.004
-0.007
GA 1,1
0.004
0.007
GA 2,1
0.000
0.000
PH 1,1
0.000
0.000
PS 2,2
0.001
0.002
TE 1,1
0.049
0.012
TE 2,1
0.030
0.038
TE 2,2
0.009
0.030
TE 3,3
0.000
0.000
TE 4,4
0.000
0.000
TE 5,4
0.000
0.000
TE 5,5
0.000
0.000
TE 6,6
0.068
0.131
TE 7,1
-0.200
-0.041
TE 7,2
-0.057
-0.201
TE 7,7
-0.042
-0.081
TD 1,1
0.000
0.000
TD 2,2
0.000
0.000
3,2
LY 4,2
LX 1,1
-------- -------- -------1.000
-0.009
-0.034
0.031
0.029
-0.255
0.049
-0.031
0.000
0.000
0.000
-0.110
0.026
0.087
0.160
0.000
0.000
0.000
0.000
0.006
-0.064
1.000
0.000
-0.004
0.000
0.016
0.000
0.004
0.000
0.000
0.000
0.000
-0.135
-0.233
-0.008
0.000
0.000
0.000
0.000
0.000
0.000
BE 1,2
1.000
0.058
-0.174
0.518
-0.600
-0.059
0.000
0.000
0.000
-0.019
-0.035
-0.121
-0.227
0.000
0.000
0.000
0.000
-0.360
0.565
1.000
-0.974
0.123
-0.083
-0.996
0.000
0.000
0.000
-0.012
-0.011
-0.039
-0.074
-0.030
-0.002
0.000
0.012
-0.011
0.110

- Nam 2004 -
Phu luc 3
93
GA 1,1
GA 2,1
PH 1,1
PS 2,2
TE 1,1
TE 2,1
-------- -------- -------- -------- -------- -------GA 1,1
1.000
GA 2,1
-0.345
1.000
PH 1,1
0.235
-0.685
1.000
PS 2,2
0.970
-0.123
0.083
1.000
TE 1,1
0.000
0.000
0.000
0.000
1.000
TE 2,1
0.000
0.000
0.000
0.000
0.445
1.000
TE 2,2
0.000
0.000
0.000
0.000
0.110
0.445
TE 3,3
0.016
-0.022
0.027
0.012
0.000
0.000
TE 4,4
0.030
-0.085
0.050
0.011
0.000
0.000
TE 5,4
0.103
-0.287
0.172
0.039
0.000
0.000
TE 5,5
0.193
-0.532
0.323
0.074
0.000
0.000
TE 6,6
0.028
0.000
0.000
0.015
-0.017
-0.011
TE 7,1
0.002
0.000
0.000
0.001
-0.318
-0.285
TE 7,2
0.000
0.000
0.000
0.001
-0.106
-0.286
TE 7,7
-0.011
0.000
0.000
-0.006
0.052
0.063
TD 1,1
0.041
-0.135
0.175
0.011
0.000
0.000
TD 2,2
-0.256
0.666
-0.643
-0.110
0.000
0.000
TE 2,2
TE 3,3
TE 4,4
TE 5,4
TE 5,5
-------- -------- -------- -------- -------- -------TE 2,2
TE 3,3
TE 4,4
TE 5,4
TE 5,5
TE 6,6
TE 7,1
TE 7,2
TE 7,7
TD 1,1
TD 2,2
1.000
0.000
0.000
0.000
0.000
-0.003
-0.106
-0.321
0.045
0.000
0.000
1.000
0.001
0.004
0.007
0.000
0.000
0.000
0.000
0.003
-0.035
1.000
0.522
0.171
0.000
0.000
0.000
0.000
0.006
-0.066
1.000
0.558
-0.001
0.000
0.000
0.000
0.022
-0.227
TE 6,6
1.000
-0.002
0.000
0.000
0.001
0.041
-0.425
1.000
0.155
0.076
-0.627
0.000
0.000

TE 7,1
TE 7,2
TE 7,7
TD 1,1
TD 2,2
-------- -------- -------- -------- -------TE 7,1
1.000
TE 7,2
0.369
1.000
TE 7,7
-0.336
-0.293
1.000
TD 1,1
0.000
0.000
0.000
1.000
TD 2,2
0.000
0.000
0.000
-0.230
1.000
Standardized Solution
LAMBDA-Y
BI
PU
-------- -------PRT
-0.113
-PRP
-0.128
-PU_2
-0.281
PU_3
-0.280
PU_4
-0.662

- Nam 2004 -
BI_1
BI_2
0.922
0.864
94
Phu luc 3
---
LAMBDA-X
PEU
-------PEU_1
0.563
PEU_4
0.786
BETA
BI
PU
-------- -------BI
-6.906
PU
--GAMMA
PEU
-------BI
-6.711
PU
0.990
Correlation Matrix of ETA and KSI
BI
PU
PEU
-------- -------- -------BI
1.000
PU
0.264
1.000
PEU
0.124
0.990
1.000
PSI
BI
PU
-------- -------0.012
0.020
Regression Matrix ETA on KSI (Standardized)
PEU
-------BI
0.124
PU
0.990
Completely Standardized Solution
LAMBDA-Y
BI
PU
-------- -------PRT
-0.222
-PRP
-0.136
-PU_2
-0.281
PU_3
-0.280
PU_4
-0.662
BI_1
0.922
-BI_2
0.863
--

- Nam 2004 -
95
Phu luc 3
LAMBDA-X
PEU
-------PEU_1
0.563
PEU_4
0.786
BETA
BI
PU
-------- -------BI
-6.906
PU
--GAMMA
PEU
-------BI
-6.711
PU
0.990
Correlation Matrix of ETA and KSI
BI
PU
PEU
-------- -------- -------BI
1.000
PU
0.264
1.000
PEU
0.124
0.990
1.000
PSI
BI
PU
-------- -------0.012
0.020
THETA-EPS
PRT
PRP
PU_2
PU_3
PU_4
BI_1
-------- -------- -------- -------- -------- -------PRT
0.951
PRP
0.317
0.981
PU_2
--0.921
PU_3
---0.921
PU_4
---0.256
0.561
BI_1
-----0.149
BI_2
-0.108
-0.123
----THETA-EPS
BI_2
-------BI_2
0.255
THETA-DELTA
PEU_1
PEU_4
-------- -------0.683
0.382
Regression Matrix ETA on KSI (Standardized)

- Nam 2004 -
96
Phu luc 3
PEU
-------BI
0.124
PU
0.990
Total and Indirect Effects
Total Effects of KSI on ETA
PEU
-------BI
0.122
(0.121)
1.006
PU
0.837
(0.186)
4.493
Indirect Effects of KSI on ETA

PEU
-------BI
6.675
(6.428)
1.038
PU
--
Total Effects of ETA on ETA

BI
PU
-------- -------BI
-7.976
(7.258)
1.099
PU
--
--
Largest Eigenvalue of B*B' (Stability Index) is 63.616

Total Effects of ETA on Y
BI
PU
-------- -------PRT
-0.123
-0.981
(0.055) (0.995)
-2.246
-0.986
PRP
PU_2
-0.139
-1.112
(0.103) (1.308)
-1.353
-0.850
--
0.352
(0.142)

- Nam 2004 -
97
Phu luc 3
2.488
PU_3
--
0.351
(0.128)
2.741
PU_4
--
0.830
BI_1
1.000
7.976
(7.258)
1.099
BI_2
0.938
7.481
(6.808)
1.099
Indirect Effects of ETA on Y

BI
PU
-------- -------PRT
--0.981
(0.995)
-0.986
PRP
--
-1.112
(1.308)
-0.850
PU_2
--
--
PU_3
--
--
PU_4
--
--
BI_1
--
7.976
(7.258)
1.099
BI_2
--
7.481
(6.808)
1.099
Total Effects of KSI on Y

PEU
-------PRT
-0.015
(0.016)
-0.917
PRP
-0.017
(0.021)
-0.806
PU_2
0.295
(0.120)
2.458
PU_3
0.294

- Nam 2004 -
98
Phu luc 3
(0.127)
2.324
PU_4
0.695
(0.155)
4.493
BI_1
0.122
(0.121)
1.006
BI_2
0.114
(0.113)
1.006

Standardized Total and Indirect Effects
Standardized Total Effects of KSI on ETA
PEU
-------BI
0.124
PU
0.990
Standardized Indirect Effects of KSI on ETA
PEU
-------BI
6.835
PU
-Standardized Total Effects of ETA on ETA
BI
PU
-------- -------BI
-6.906
PU
--Standardized Total Effects of ETA on Y
BI
PU
-------- -------PRT
-0.113
-0.783
PRP
-0.128
-0.887
PU_2
-0.281
PU_3
-0.280
PU_4
-0.662
BI_1
0.922
6.365
BI_2
0.864
5.970
Completely Standardized Total Effects of ETA on Y
BI
PU
-------- -------PRT
-0.222
-1.531
PRP
-0.136
-0.940
PU_2
-0.281
PU_3
-0.280

- Nam 2004 -
PU_4
BI_1
BI_2
-0.922
0.863
99
Phu luc 3
0.662
6.370
5.962
Standardized Indirect Effects of ETA on Y

BI
PU
-------- -------PRT
--0.783
PRP
--0.887
PU_2
--PU_3
--PU_4
--BI_1
-6.365
BI_2
-5.970
Completely Standardized Indirect Effects of ETA on Y
BI
PU
-------- -------PRT
--1.531
PRP
--0.940
PU_2
--PU_3
--PU_4
--BI_1
-6.370
BI_2
-5.962
Standardized Total Effects of KSI on Y
PEU
-------PRT
-0.014
PRP
-0.016
PU_2
0.278
PU_3
0.278
PU_4
0.656
BI_1
0.115
BI_2
0.108
Completely Standardized Total Effects of KSI on Y
PEU
-------PRT
-0.028
PRP
-0.017
PU_2
0.278
PU_3
0.278
PU_4
0.656
BI_1
0.115
BI_2
0.107
The Problem used
14704 Bytes (= 0.0% of Available Workspace)
Time used:
0.070 Seconds

- Nam 2004 -

Khao Sat Mot So Yeu To Tac Dong Vao Su San Sang Cua Thuong M

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Luan van Cao hoc QTDN-K12

TONG QUAN VE THNG MAI IEN T..............................1

CHNG II. C S LY THUYET...........................................................9

MO HNH CHAP THUAN CONG NGHE (TAM).....................10

Luan van Cao hoc QTDN-K12

LAP MO HNH TAM-ECAM.......................................................28

CAC THONG KE CHUNG.......................................................39

Luan van Cao hoc QTDN-K12

KIEM NH CAC GIA THUYET............................................46

CHNG V. SO SANH KET QUA PHAN TCH...................................48

SO SANH VI KET QUA CUA MO HNH e-CAM...............49

CHNG VI. KET LUAN VA E XUAT............................................51

TOM TAT KET QUA.............................................................52

TAI LIEU THAM KHAO.......................................................................55

Luan van Cao hoc QTDN-K12

Danh muc bang bieu

DANH MUC BANG BIEU

Luan van Cao hoc QTDN-K12

Bang cac ch viet tat

BANG CAC CH VIET TAT

Phan tch nhan to khang nh

Phan tch nhan to kham pha

Cac ieu kien thuan tien

Nhan thc tnh de s dung

Nhan thc rui ro lien quan en

Nhan thc rui ro trong giao dch trc

Thiet ke giao dien

Lap mo hnh phng trnh co cau

thng mai ien t

Luan van Cao hoc QTDN-K12

Chng I: Gii thieu

TONG QUAN VE THNG MAI IEN T