Tp ch Khoa hc - Cng ngh Thy sn S 1/2015

KET QUA NGHIEN CU AO TAO SAU AI HOC

NGHIN CU CC YU T NH HNG N HNH VI MUA HNG

THEO NHM QUA MNG CA NGI TIU DNG
THNH PH NHA TRANG

THE FACTORS AFFECTING ON ONLINE GROUPON BEHAVIOR OF CUSTOMERS

IN NHA TRANG CITY

Nguyn Th Tho1, Nguyn Vn Ngc2

Ngy nhn bi: 17/6/2014; Ngy phn bin thng qua: 11/8/2014; Ngy duyt ng: 10/2/2015

TM TT
Nghin cu ny c thc hin nhm tm hiu cc yu t nh hng n hnh vi mua hng theo nhm qua mng ca
ngi tiu dng thnh ph Nha Trang. S liu trong nghin cu c thu thp thng qua phng vn trc tip 200 khch
hng bng phng php ly mu thun tin. p dng phng php phn tch tin cy bng h s Cronbach alpha, phn
tch nhn t khm ph EFA, phn tch nhn t khng nh CFA v phn tch m hnh cu trc tuyn tnh SEM cho thy hnh
vi mua hng theo nhm qua mng ca ngi tiu dng thnh ph Nha Trang chu tc ng trc tip ca 2 yu t l iu
kin thun li v "d nh s dng. Bn cnh , thng qua d nh s dng, hnh vi chu nh hng gin tip ca cc
yu t nh hng x hi, "thi s dng. Trong , thi s dng li chu nh hng ca 3 yu t hu ch cm
nhn, mong i gi c v ri ro cm nhn. Kt qu tm ra rng iu kin thun li l yu t c nh hng mnh
nht ln d nh cng nh hnh vi mua hng. Nghin cu ny cng ch ra rng khng c s khc nhau v hnh vi mua hng
theo nhm gia hai nhm khch hng nam v n.
T kha: internet, thng mi in t, mua hng trc tuyn, groupon.
ABSTRACT
This research was performed to nd the factors affecting on online groupon behavior of customers in Nha Trang
city. The data were collected from direct interviews with 200 customers by convenient sampling method. By using
Cronbach alpha reliability analysis, exploratory factor analysis, conrmatory factor analysis and structural equation
modeling showing that the online groupon behavior is affected directly by 2 factors intention and facilitating
conditions. Besides through intention, this behavior is affected indirectly by behavior attitude and social inuence.
Among these factors, behavior attitude is affected by 3 factors perceived usefullness, perceived risk, and expect
price. The ndings show that facilitating conditions is the strongest effect on intention as well as behavior. This
research nds out there is no different behavior between different customer groups verifying by gender.
Keywords: internet, ecommerce, groupon, online shopping.

I. T VN nht nh. Trong , khong t cui nm 2010 tr li

Qu trnh cng nghip ha, hin i ha v hi
nhp kinh t quc t, pht trin thng mi in t
(TMT) l mt xu th tt yu i vi bt k quc gia
no trn th gii. Vit Nam cng tng bc tip cn
thng mi in t v t c nhng thnh cng
y, hnh thc mua hng theo nhm qua mng xut
hin v ang tr thnh xu hng thnh hnh. Theo cc
chuyn gia hnh thc mua hng ny s to thi quen
mua hng trc tuyn cho ngi tiu dng Vit Nam, t
thc y thng mi in t pht trin.

1
Nguyn Th Tho: Cao hc Qun tr kinh doanh 2011 - Trng i hc Nha Trang
2
TS. Nguyn Vn Ngc: Khoa Kinh t - Trng i hc Nha Trang

172 TRNG I HC NHA TRANG

Tp ch Khoa hc - Cng ngh Thy sn
Mua hng theo nhm qua mng (groupon)
c hiu nh mt hnh thc nhiu ngi cng
mua mt sn phm hoc dch v thng qua
mt trung gian (thng l mt trang web) trong
khong thi gian quy nh c hng mc
gi u i. Loi sn phm ny s c gim gi
(khong 10-90% so vi gi bn ngoi th trng)
nu nh c lng ngi t hng trong mt
khong thi gian c nh. Xut hin t nm 1998
nhng nhng m hnh mua hng theo nhm truyn
thng khng tht s pht trin. Cho n nm 2008
vi m hnh n gin, tin li v c bit l thnh
cng n tng ca trang web groupon.com M
khi dy mt tro lu v m hnh mua theo
nhm trn ton th gii. Trong hnh thc ny, c
ba i tng tham gia gm cng ty cung cp hng
ha hay dch v, cng ty iu hnh trang web bn
hng theo nhm, v khch hng l ngi tiu
dng. M hnh ny s gip khch hng mua c
hng vi gi r hn bnh thng kh nhiu; nh
cung cp c c hi qung co v thu c lng
ln khch hng mi trong thi gian rt ngn vi
chi ph thp; cn cc cng ty iu hnh trang web
bn hng theo nhm th thu tin trn chit khu t
nh cung cp.
Trong giai on khng hong kinh t, lm pht
gia tng, ngi tiu dng tht cht tiu dng, nhy
cm vi gi c, s dng tit kim chi ph th m hnh
kt thnh nhm mua c c nhng sn phm
gi r s c sc ht ln vi ngi tiu dng. Nha
Trang l mt thnh ph tng i pht trin, c s
h tng v thng mi in t ang tng bc xy
dng. Hnh thc mua hng ny cng bt u
c bit n ti Nha Trang t nm 2011. V th,
vic nghin cu v hnh vi khch hng i vi mt
hnh thc mua hng mi l mt vn ng c
quan tm. ti Cc yu t nh hng n hnh
vi mua hng theo nhm qua mng ca ngi tiu
dng thnh ph Nha Trang, vi nh hng nghin
cu khm ph lnh vc thng mi in t, vi mi
quan tm chnh l hnh vi ca ngi tiu dng c
nhn nhm mc ch a ra mt s thng tin hu
ch gip cc doanh nghip kinh doanh bn hng
theo nhm nng cao hiu qu hot ng cng nh
S 1/2015
cung cp thm mt s hiu bit chung trong lnh
vc thng mi in t Vit Nam.
V nghin cu ny l mt nghin cu hnh vi
trong mi trng cng ngh thng tin nn tc gi
la chn m hnh chp thun cng ngh kt hp
vi thuyt hnh vi d nh C-TAM-TPB ca Taylor
& Todd (1995) lm c s nn tng cho nghin cu.
Trong , k tha cc bin quan st ca m hnh
gm hu ch cm nhn, d s dng cm nhn, thi
s dng, iu kin thun li, nh hng x hi,
hnh vi mua hng. Bn cnh , b sung thm hai
bin ri ro cm nhn v mong i gi c c tc
ng ln thi s dng.
II. I TNG V PHNG PHP NGHIN CU
1. i tng v phm vi nghin cu
i tng nghin cu l hnh vi ca khch
hng khi mua hng theo hnh thc mua hng theo
nhm qua mng ti Nha Trang trong khong thi
gian thng 8 n thng 9 nm 2013.
Ti thi im thc hin nghin cu, Nha
Trang c 3 website bn hng theo nhm ln
l muachung.vn, cungmua.com, giaresaigon.com.
Nghin cu s kho st ch yu khch hng ca
3 website ny.
2. Phng php nghin cu
Nghin cu ny s ng thi s dng hai
phng php nghin cu. Giai on u, nghin
cu nh tnh nhm xc nh m hnh, cc nhn
t, cc bin o lng ph hp cho iu kin
Vit Nam. Nghin cu nh tnh s b c tin
hnh qua phng vn su i vi 05 khch hng
thng xuyn tham gia mua hng ti cc website
ny. Kt qu l mt s cc pht biu c loi ra
v thm mt s pht biu mi c xy dng
bao hm c cc kha cnh c th trong tm
l ngi Vit Nam v ph hp vi lnh vc ang
nghin cu. Cc thang o k tha t cc nghin
cu trc nh ca Taylor & Todd (1995), Joongho
Ahn, Jinsoo Park, & Dongwon Lee (2001), Haslinger
et al (2007)...sau khi b sung thang o cui cng
gm 9 bin quan st v 40 mc hi. Cc pht biu
cui cng a vo nghin cu chnh thc c
trnh by bng 1.
TRNG I HC NHA TRANG 173
Tp ch Khoa hc - Cng ngh Thy sn S 1/2015

Bng 1. Thang o ca m hnh nghin cu

K hiu bin Bin quan st
HU CH CM NHN (HUU ICH)
HI1 Mua nhm qua mng tit kim tin hn so vi hnh thc mua bn khc.
HI2 Mua nhm qua mng gip tit kim thi gian hn so vi mua bn hnh thc khc.
HI3 Cc trang web ny cung cp sn phm, dch v a dng.
HI4 Thun tin, c th xem v so snh thng tin gi c qua mng.
HI5 Giao nhn hng d dng.
HI6 Ti thy mua nhm qua mng hu ch
D DNG S DNG (DE DANG)
DD1 Giao din cu cc trang web d s dng, d d tm thng tin.
DD2 D s dng cc dch v h tr khi c thc mc, s c.
DD3 D thc hin thao tc t hng.
DD4 Ni chung, ti thy cc trang web ny d s dng
RI RO CM NHN (RUI RO)
RR1 Cht lng sn phm, dch v c th khng c nh trn web m t, gii thiu.
RR2 C th tn chi ph, thi gian khi i, tr li sn phm.
RR3 S cc thng tin c nhn ( s in thoi, a ch, email) khng c bo mt .
Lo ngi giao dch mua bn khng thnh cng (t hng nhng khng nhn c sn phm v
RR4
ht hng, b t chi khi s dng voucher, lnh t hng khng thnh cng).
Cm gic nghi ng vo cht lng sn phm v c nhiu hng khng c thng hiu, khng
RR5
r xut s, hoc hng Trung Quc.
RR6 Sn phm giao khng ng yu cu( v chng loi, mu sc, thi gian).
MONG I GI C (GIA CA)
GC1 Mua nhm qua mng s mua c gi r hn, c ch trong vic tit kim tin.
Ti ngh v cc nh cung cp thc hin cc t khuyn mi trn website ny nn ngi tiu
GC2
dng s c li v gi.
GC3 Mc gi hp l vi cht lng sn phm.
GC4 Ti cho rng nhng mc chit khu, gim gi kh cao.
THI S DNG (THAI DO)
TD1 Ti thy mua nhm qua mng l mt tng hay
TD2 Ti thy thch th vi vic mua nhm.
TD3 Ti b nhng trang web ny cun ht .
TD4 Ti quan tm n vn ny.
NH HNG X HI (XA HOI)
Ti mua hng theo nhm v bn b, ng nghip, ngi thn ca ti cng thng tham gia
XH1
mua hng theo hnh thc ny.
XH2 Nhng ngi xung quanh khuyn khch ti mua hng theo nhm.
XH3 Ti thy nhiu thng tin trn mng, cc forum gii thiu v hnh thc ny.
XH4 Ti mua v nhiu ngi cng mua sn phm vi mnh.
IU KIN THUN LI (DIEU KIEN)
DK1 Ti c my tnh ni mng, thi gian lt web.
DK2 Ti c kin thc, nng lc c nhn c th thc hin vic mua hng trn cc website mua nhm.
DK3 Cc trang web bn hng c uy tn.
DK4 Cc trang web mua nhm lun cung cp sn phm , dch v mi hng ngy.
DK5 Cc trang web ny c h thng dch v h tr, qung co tt.
D NH S DNG (DU DINH)
YD1 Ti c nh tham gia mua nhm trong thi gian ti.
YD2 Ti s tham gia mua nhm trong tng lai.
YD3 Ti sn sng tham gia mua nhm nu c iu kin thun li.
YD4 Ti s mua nu c sn phm/dch v tht s tt.
HNH VI (HANH VI)
Ti truy cp vo cc website mua hng theo nhm xem thng tin v nu gp mt sn
HV1
phm va ti s mua.
HV2 Khi cn mua hng, ti truy cp cc website mua nhm tm mua.
HV3 Ti tip tc mua hng trn cc website ny li.

174 TRNG I HC NHA TRANG

Tp ch Khoa hc - Cng ngh Thy sn
Giai on hai, nghin cu chnh thc bng
nh lng c thc hin thng qua phng
php phng vn trc tip, pht phiu iu tra n
tn tay cc khch hng tng mua hng trn cc
website bn hng theo nhm ti Nha Trang, mu
c ly theo phng php thun tin. V iu
kin v mt thi gian, kinh ph v nhn lc, tc gi
chn kch thc mu 200, y l kch thc mu
ti thiu cho ra nhng phn tch d liu ph hp.
t c kch thc mu ra, 270 bng cu
hi c chun b. Thi gian ly mu t 01/08/2013
n 31/09/2013. Cc bn cu hi sau khi c lm
sch, loi b nhng bn cu hi khng hp l, 200
bn cu hi hon chnh c nhp liu v x l trn
phn mm SPSS v Amos.
Thang o dc dng o lng gi tr cm
nhn ca khch hng l thang o Likert 5 im (cp
cm nhn ca khch hng tng t 1 n 5, t
hon ton khng ng n hon ton ng ).
Phn tch d liu c thc hin qua cc bc sau:
(1) Phn tch h s tin cy Cronbach alpha
c tc gi s dng nhm kim tra tin cy ca
thang o. Theo tc gi Nguyn nh Th & Nguyn
Th Mai Trang (2007), tc gi ly tiu chun h s
Cronbach alpha ln hn 0.6 v nh hn 0.9. Ngoi
ra, h s tng quan gia bin v bin tng phi
ln hn 0.3.
(2) Phn tch nhn t khm ph EFA rt gn
mt tp gm nhiu bin quan st ph thuc ln nhau
thnh mt tp bin t hn chng c ngha hn
nhng vn cha ng hu ht ni dung thng tin
ca tp bin ban u. Thang o c chp nhn
khi tng phng sai trch 50% theo Gerbing &
Anderson (1988) v h s ti nhn t chn tiu
chun Factor loading > 0.5 theo Hair et al (1998)
xt khi xoay nhn t. Ngoi ra, chnh lch h s
ti ca mt bin cc nhn t phi ln hn 0.3
m bo cc nhn t t gi tr phn bit. c th
p dng c phn tch nhn t th h s KMO phi
nm trong khong (0.5; 1), Sig Barleets test < 5%
v Eigenvalue > 1.
Bng 2. o lng tin cy ca thang o
Thang o Cronbach Alpha
Hu ch cm nhn 0.765
D dng s dng 0.843
Ri ro cm nhn 0.794
Mong i gi c 0.782
Thi s dng 0,837
nh hng x hi 0.741
iu kin thun li 0.749
D nh s dng 0.840
Hnh vi s dng 0.736
S 1/2015
(3) Phn tch nhn t khng nh CFA s dng
khng nh rng cc thang o lng m bo
v tin cy, kim nh gi tr hi t v gi tr phn
bit. Trong CFA chng ta quan tm mt s vn
nh o lng mc ph hp ca thng tin th
trng, Nguyn nh Th & Nguyn Th Mai Trang
(2007) cho rng nu m hnh nhn c cc gi
tr Chi-square iu chnh theo bc t do (CMIN)/df
=<3; ch s Tucker & Lewis (TLI), ch s thch hp so
snh (CFI_Comparative Fit Index) >=0.9; RMSEA
(Root Mean Square Error Approximation) <0.08 th
m hnh ph hp hay tng thch vi d liu th
trng. Ngoi ra ta thc hin mt s nh gi khc
nh nh gi gi tr hi t da vo cc trng s
nhn t >0,5 (Gerbing & Anderson (1988)). nh gi
tin cy ca thang o da vo Cronbach alpha
>0,6, tng phng sai trch >0,5 v tin cy tng
hp >0.7 (Fornell & Larcker (1981)). Thang o t
c gi tr phn bit khi thc hin kim nh h s
tng quan xt trn phm vi tng th gia cc khi
nim c thc s khc bit so vi 1 hay khng. Nu
thc s khc bit th cc thang o t c gi tr
phn bit.
(4) Cui cng l phng php phn tch m
hnh cu trc tuyn tnh SEM kim nh m hnh
nghin cu, cc gi thuyt v phng php phn
tch a bin c p dng phn tch s khc bit
trong hnh vi mua hng theo nhm gia nam v n.
III. KT QU NGHIN CU
1. o lng tin cy bng h s Cronbachs Alpha
Kt qu phn tch h s tin cy Cronbachs
Alpha i vi cc thang o trong m hnh nghin
cu c nm bin quan st c loi ra khi thang
o l bin HI5 (Giao nhn hng d dng) v RR3
(S cc thng tin c nhn khng c bo mt),
bin GC4 (Ti cho rng nhng mc chit khu,
gim gi kh cao), DK3 (Cc trang web bn hng c
uy tn), RR6 (Sn phm giao khng ng yu cu).
Cc mc hi cn li u tha iu kin v tip tc
c s dng cho phn tch EFA.
tin cy tng hp Phng sai trch
0.765 0.521
0.848 0.585
0.805 0.510
0.807 0.588
0.846 0.580
0.756 0.510
0.780 0.548
0.845 0.580
0.750 0.507
TRNG I HC NHA TRANG 175
Tp ch Khoa hc - Cng ngh Thy sn S 1/2015

2. Phn tch nhn t khm ph - EFA
Kt qu phn tch EFA cho cc khi nim thang
o thi cho thy ch s KMO l 0.766 v mc
ngha ca Bartletts test nh hn 0,05 (0,000). T
bng kt qu phng sai gii thch ta c th thy c
04 yu t trch li ti eigenvalue l 1.363 v phng
sai trch c l 64,119%. %. V th, vic phn tch
nhn t l ph hp v phng sai trch t yu cu
> 50%. Ngoi ra, trong bng kt qu thnh phn
xoay, tt c cc ch bo u c h s ti nhn t
> 0.5, cc bin quan st u c h s ti cao ln
nhn t i din v thp hn ng k ln nhn t ny hm rng m hnh o lng ph hp vi d
cn li (chnh lch gia hai trng s nhn t u ln
hn 0.30).
Kt qu phn tch EFA cho cc thang o cn li
cho thy ch s KMO l 0.884 v mc ngha ca
Bartletts test (0,000) nh hn 0,05. T bng kt qu
phng sai gii thch ta c th thy c 05 yu t
trch li ti eigenvalue l 1.023 v phng sai trch
c l 68,9727%. V th, vic phn tch nhn t l
ph hp v phng sai trch t yu cu > 50%. Tt
c cc bin quan st u c trng s t yu cu >
0.5. Tuy nhin, bin quan st K2 (Ti c kin
thc, nng lc c nhn c th thc hin vic mua
hng) v bin XH1 (Ti mua v bn b, ng nhip,
ngi thn ca ti cng hay mua nh vy) c chnh
lch gia hai trng s nhn t nh hn 0.30. iu
ny chng t cc bin ny khng m bo phn
bit i vi cc nhn t trn. V th, tc gi quyt
nh loi b cc bin trn.
3. Phn tch nhn t khng nh CFA
Sau khi phn tch EFA, 33 bin quan st tip tc
c a vo phn tch nhn t khng nh bng bc t do, kim nh Chi - bnh phng c gi tr
Amos 16.
nh gi gi tr hi t: sau khi thc hin CFA
bng Amos 16 c hai bin c loi ra v trng s
c gi tr nh hn 0.5 l HI3 (Cc trang web ny
Bng 3. Cc quan h gi thuyt
Gi thuyt
Cc quan h
cung cp sn phm, dch v a dng) v GC3 (Mc
gi hp l vi cht lng sn phm). Sau khi CFA
ln hai cc trng s chun ha ca cc thang o
cn li u ln hn 0.5 nn cc thang o t c
gi tr hi t.
nh gi ph hp chung ca m hnh: cc
thng k CMIN /df =1,774 <3 vi gi tr p=.000
chng t rng gi tr c ngha thng k. Ngoi ra,
gi tr RMSEA l 0,056 < 0,08, ng thi 03 gi tr
TLI = 0,912, CFI = 0,910, GFI = 0,904 cao hn mc
ngh l 0,9 (Browne & Cudek (1992)). Kt qu
liu th trng.
nh gi gi tr tin cy: cc thang o c
tin cy tng hp nh nht l 0,75 v ln nht 0,848
u ln hn 0,7. Phng sai trch ca cc thang o
c gi tr nh nht l 50,7% v ln nht 58,8 % u
ln hn 50%. Cronbach Al pha cu cc thang o t
0,708 n 0,843 u ln hn 0.6. Kt qu ny cho
thy rng cc thang o s dng u t c
tin cy (bng 2).
nh gi gi tr phn bit: h s tng quan
ca cc khi nim, sai lch chun ca chng cho
thy cc h s ny nh hn 1 (c ngha thng k).
Kt qu ca CFA cng cho thy h s tng quan
gia tng cp khi nim c gi tr ny khc 1 vi
mc ngha p=.000. Do , cc khi nim t gi
tr phn bit.
4. Phn tch m hnh cu trc tuyn tnh SEM
Sau khi chy m hnh SEM, mi quan h gia
DEDANG v THAIDO khng c ngha thng k
nn loi ra khi m hnh. M hnh cn li c 306
497.120; p = 0.000; df = 306; Chi-square/df = 1,625
(<3); TLI = 0,901; CFI = 0,914 (>0.9); RMSEA =
0,056 (<0,08). Kt qu ny c th kt lun rng m
hnh xut ph hp vi d liu th trng.
c lng Thng k t Mc ngha R2
chun ha

THAI DO HUU ICH H1 .587 5.518 *** 0.62

THAI DO RUI RO H3 -.168 -2.425 .015
THAI DO GIA CA H4 .281 3.093 .002
DU DINH THAI DO H5 .293 3.588 *** 0.549
DU DINH XA HOI H6 .249 2.669 .008
DU DINH DIEU KIEN .H7. .393 4.059 ***
HANHVI DIEU KIEN H8.. .408 3.374 *** 0.457
HANHVI DU DINH H9.. .343 3.177 .001

176 TRNG I HC NHA TRANG

Tp ch Khoa hc - Cng ngh Thy sn
Kt qu c lng (chun ha) ca cc tham
s chnh thc c trnh by bng 3 cho ta cc
nhn xt:
Cc trng s chun ha cho thy bin HUU
ICH V GIA CA c tc ng thun chiu ln thi ,
bin HUU ICH c tc ng mnh v trng s chun
ha 0.587, tip theo l bin GIACA c tc ng ln
thi vi trng s 0.281. Cn bin RUI RO c tc
ng nghch chiu ln thi vi trng s chun
ha -0.168. Ba khi nim trn gii thch c 62%
s bin thin ca thi .
THAI DO, XA HOI, DIEU KIEN u c nh
hng thun chiu ln DU DINH. Trong iu
kin thun li c nh hng mnh nht vi trng s
chun ha 0.393. Tip n l thi s dng 0.293
v cui cng l nh hng x hi 0,249. Ba khi
nim ny gii thch c 54,9% s bin thin ca
d nh s dng.
DIEU KIEN v DU DINH c nh hng thun
chiu ln HANH VI, iu kin thun li c nh
hng mnh hn vi trng s chun ha 0,408.
Cn d nh nh hng ln hnh vi vi trng s
chun ha 0.343. Hai khi nim ny gii thch c
45,7% s bin thin ca hnh vi s dng.
Phn tch a nhm c tin hnh theo
bin nhn khu hc gii tnh, kim nh c
P-value = 0,198 >0.05, nn ta chp nhn gi thuyt:
Chi-square ca m hnh kh bin bng chi-square
ca m hnh bt bin hay gia hai nhm khch hng
nam v n khng c s khc bit.
Hnh 1. Kt qu nghin cu
S 1/2015
IV. KT LUN V KIN NGH
1. Kt lun
Mc ch chnh ca nghin cu l xc nh cc
yu t tc ng vo hnh vi mua hng theo nhm
qua mng ca khch hng ti Nha Trang. Phng
php nghin cu c s dng xy dng, o
lng cc thang o v kim nh m hnh bao gm
hai bc: nghin cu s b s dng phng php
nghin cu nh tnh l tho lun nhm v nghin
cu chnh thc s dng phng php nghin cu
nh lng gm phn tch h s tin cy Cronbachs
Alpha, phn tch nhn t EFA, CFA, v phn tch m
hnh tuyn tnh SEM. Tng mu iu tra a vo
phn tch l 200 mu.
Kt qu tm ra rng hnh vi mua hng theo
nhm qua mng ca ngi tiu dng thnh ph
Nha Trang chu tc ng thun chiu ca 2 yu t
l iu kin thun li v d nh s dng. iu
kin thun li c tc ng mnh hn ln hnh vi vi
trng s chun ha 0,408 ri mi n d nh s
dng vi trng s 0,343. D nh s dng li chu
nh hng thun chiu ca 3 yu t l iu kin
thun li, thi s dng, nh hng x hi. Trong
iu kin thun li c nh hng mnh nht vi
trng s 0.393, tip n l thi s dng 0.293
v cui cng l nh hng x hi 0,249. Kt qu
cng tm ra rng thi chu nh hng thun chiu
ca hu ch cm nhn (0,587) v mong i gi c
(0,281), ng thi chu s tc ng nghch chiu
ca ri ro cm nhn (-0,168). Vy iu kin thun li
l yu t c nh hng mnh nht ln d nh cng
nh hnh vi mua hng. Nghin cu ny cng ch ra
rng khng c s khc nhau v hnh vi mua hng
theo nhm gia hai nhm khch hng nam v n.
Kt qu nghin cu c trnh by hnh 1
TRNG I HC NHA TRANG 177
Tp ch Khoa hc - Cng ngh Thy sn S 1/2015

2. Kin ngh thanh ton hiu qu, an ton, em n s tin

Nghin cu ch ra c mi quan h, mc
tc ng ca cc nhn t ln hnh vi mua hng
theo nhm qua mng. V th nng cao c d
nh, hnh vi mua hng, nghin cu a ra mt
s nhm gii php sau:
Gii php nng cao iu kin thun li: cung
cp nhiu sn phm, dch v mi c cht lng, hp
dn, cp nht hng ngy. a n cho ngi tiu
dng nhng mt hng c cht lng tt, cao cp
hn, c thng hiu hn. Xy dng cc chng
trnh h tr, chm sc khch hng v tri n khch
hng trung thnh. c bit phi ch cung cch
phc v ca nhn vin.
Gii php nng cao nh hng x hi: i su
khai thc hn na th mnh ca TMT, c th l
nhng cng c marketing trc tuyn. Tip cn tng
khch hng bng thng tin cp nht v nhng loi
hng ha, dch v m c nhn khch hng quan
tm, nh vy tng kh nng bn c hng ha
dch v. V c trng l mua bn qua mng nn s
dng cc hnh thc marketing trn cc forum, mng
x hi (facebook marketing). ng thi, y mnh
phng thc marketing bng truyn ming
Gii php nng cao s hu ch: thit lp
mng li i tc ln s lng hng ha v
dch v qung co trn website a dng, hp dn
ngi tiu dng. Ch trng pht trin hnh thc
ch, tit kim thi gian, cng sc cho khch hng.
Dch v chuyn pht v phn phi mang tnh cht
chuyn nghip hn. Cn ch trng khu vn ti,
m cc kho hng ring, xy dng i ng giao
hng chuyn nghip.
Gii php nng cao s mong i gi c: a
ra nhng khuyn mi, gim gi tht s, khng
phi ch l mc gim gi o da trn vic tng gi
gc. Cc nh cung cp phi xc nh mc ch
groupon khng n thun l mt knh bn hng v
x hng. M quan trng hn l qung b thng
hiu v xy dng khch hng trung thnh cho
doanh nghip. V th, doanh nghip khi a ra mc
gim gi phi tnh ton n nh mt phn ca chi ph
marketing. Mc gim gi nh th no l hp l cng
cn tnh ton c th da trn kh nng cung ng,
tim lc ti chnh v mc ch c th.
Gii php lm gim ri ro: tun th nghim tc
cc quy nh php lut v TMT, khuyn mi v bo
v ngi tiu dng. Ch trng vn bo mt thng
tin ca khch hng. C nhiu chnh sch gip pht
trin thanh ton in t thng qua cc hnh thc
nh v in t, cng thanh ton in t... Bn cnh
s dng cc dch v chng thc bo v quyn
li ngi tiu dng. a thng tin v hng ha/dch
v cng nh gi c, mc khuyn mi mt cch r
rng, trung thc, minh bch.

TI LIU THAM KHO

Ting Vit
1. Nguyn nh Th & Nguyn Th Mai Trang, 2007. Nghin cu th trng, NXB i hc Quc Gia, TP. H Ch Minh
Ting Anh
2. Ahn Joongho, Park Jinsoo & Lee Dongwon, 2001. Risk-focused E-commerce Adoption Model - A Cross Country Study.
University of Minnesota.
3. Browne, M.W & R.A. Cudeck, 1992. Alternative Ways of Assessing Model Fit. In testing Structural Equation Models,
K.A.Bollen and J.S.Long, eds. Newbury Park, CA: Sage
4. Fornell, C. & Larcker, D.F, 1981. Evaluating structural equation models with unobservable variables and measurement error,
Journal of Marketing Research 18 (1): 39-50.
5. Gerbing, D.W & Anderson, J.C, 1988. Structural equation modelling in practice: a review and recommended two-step
approach, Psychological Bulletin, 103(3): 411-423
6. Hair & ctg, 1998. Multivariate Data Analysis, th edition, Prentice-Hall.
7. Haslinger, A., Hodzic, S. & Opazo, C., 2007. Customer behaviour in Online shopping. Kristianstad University.
8. Taylor, S. & Todd., A, 1995. Understanding Information Technology usage: A test of competing model, Information Systems.

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