CÁC NHÂN TỐ ẢNH HƢỞNG ĐẾN Ý ĐỊNH MUA HÀNG THỜI TRANG TRỰC TUYẾN THÔNG QUA FACEBOOK CỦA KHÁCH HÀNG TẠI TP HỒ CHÍ MINH

NGUYỄN HUYỀN TRANG CÁC NHÂN TỐ ẢNH HƢỞNG ĐẾN Ý ĐỊNH MUA HÀNG THỜI TRANG TRỰC TUYẾN THÔNG QUA FACEBOOK CỦA KHÁCH HÀNG TẠI TP HỒ CHÍ MINH KHÓA LUẬN TỐT NGHIỆP CHUYÊN NGÀNH QUẢN TRỊ KINH DOANH MÃ SỐ 72340101 TP HỒ CHÍ MINH, NĂM 2020 ( NGÂN HÀNG NHÀ NƢỚC VIỆT NAM BỘ GIÁO DỤC VÀ ĐÀO TẠO ) ( TRƢỜNG ĐẠI HỌC NGÂN HÀNG TP HỒ CHÍ MINH ) NGUYỄN HUYỀN TRANG CÁC NHÂN TỐ ẢNH HƢỞNG ĐẾN Ý ĐỊNH MUA HÀNG THỜI TRANG TRỰC TUYẾN THÔNG QUA FACEBOOK CỦA KHÁCH HÀNG TẠI TP HỒ CHÍ MINH KHÓA LUẬN TỐT NGHIỆP CHUYÊN NGÀNH Q.

NGÂN HÀNG NHÀ NƢỚC VIỆT NAM BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƢỜNG ĐẠI HỌC NGÂN HÀNG TP HỒ CHÍ MINH NGUYỄN HUYỀN TRANG CÁC NHÂN TỐ ẢNH HƢỞNG ĐẾN Ý ĐỊNH MUA HÀNG THỜI TRANG TRỰC TUYẾN THÔNG QUA FACEBOOK CỦA KHÁCH HÀNG TẠI TP HỒ CHÍ MINH KHĨA LUẬN TỐT NGHIỆP CHUYÊN NGÀNH: QUẢN TRỊ KINH DOANH MÃ SỐ: 72340101 TP HỒ CHÍ MINH, NĂM 2020 NGUYỄN HUYỀN TRANG CÁC NHÂN TỐ ẢNH HƢỞNG ĐẾN Ý ĐỊNH MUA HÀNG THỜI TRANG TRỰC TUYẾN THÔNG QUA FACEBOOK CỦA KHÁCH HÀNG TẠI TP HỒ CHÍ MINH KHĨA LUẬN TỐT NGHIỆP CHUYÊN NGÀNH: QUẢN TRỊ KINH DOANH MÃ SỐ: 72340101 NGƢỜI HƢỚNG DẪN KHOA HỌC TS NGUYỄN VĂN TIẾN TP HỒ CHÍ MINH, NĂM 2020 iii TĨM TẮT Cùng với phát triển khơng ngừng cơng nghệ, ngày có nhiều mạng xã hội đời đƣợc tích hợp với nhiều chức ứng dụng hữu ích, nhiên, Facebook mạng xã hội phổ biến đƣợc sử dụng nhiều để phục vụ nhiều mục đích khác Trong đó, mua sắm qua Facebook đã, trở thành xu hƣớng kênh kinh doanh quan trọng doanh nghiệp tƣơng lai, đặc biệt mặt hàng thời trang Từ thực tế này, tác giả tiến hành nghiên cứu nhân tố ảnh hƣởng đến ý định mua hàng thời trang trực tuyến thông qua Facebook ngƣời tiêu dùng TP HCM bao gồm: Bày tỏ cảm xúc, Bình luận, Chia sẻ, Nội dung đăng, KOLs Xu hƣớng Thông qua cung cấp thơng tin chun sâu việc ngƣời tiêu dùng có ý đến hoạt động doanh nghiệp thời trang Facebook hay không hoạt động có ảnh hƣởng đến ý định mua hàng ngƣời tiêu dùng nhƣ Dựa học thuyết học thuyết bao gồm: Mô hình chấp nhận cơng nghệ TAM, mơ hình hành vi kế hoạch TPB, mơ hình kết hợp TAM – TPB, mơ hình thống chấp nhận sử dụng cơng nghệ UTAUT, ngồi ra, sử dụng thơng tin từ nghiên cứu có liên quan trƣớc làm sở để xây dựng phát triển mơ hình Qua q trình nghiên cứu với phƣơng pháp định tính kết hợp với định lƣợng 246 mẫu quan sát, kết cho thấy yếu tố có tác động tích cực đến ý định mua sắm thời trang qua mạng xã hội Facebook ngƣời tiêu dùng TP.HCM bao gồm: Bày tỏ cảm xúc, Bình luận, Chia sẻ, Nội dung viết Xu hƣớng Trong yếu tố có tác động mạnh đến ý định mua sắm thời trang qua mạng xã hội Facebook Xu hƣớng Từ kết luận, doanh nghiệp thời trang cần sử dụng hiệu chức Facebook để thúc đẩy phát triển thƣơng hiệu gia tăng nhận thức ngƣời tiêu dùng sản phẩm ABSTRACT With the continuous development of technology, more and more social networks have appeared and integrated with many useful functions and applications; however Facebook is still one of the most popular social networking applications, which is also known as the most preferred today‟s app In particular shopping through Facebook has become a trend and will be an important business channel for businesses in the future especially for fashion items From this fact the author conducts research on the factors that influence consumers' intention to buy online fashion via Facebook in Ho Chi Minh City including: Reactions Comments, Shares, Content, KOLs and Trends Through that, this research provides in-depth information about whether consumers pay attention to the activities of fashion businesses on Facebook and how those activities affect consumers' purchase intentions Based on the doctrines: TAM technology acceptance model, TPB plan behavior model, TAM - TPB combined model, unified model and acceptance on the use of UTAUT technology, as well as the use of the information from previous relevant studies as a basis for building and developing models Through the research with qualitative methods and quantitative methods for 246 observed samples, the results showed that the factors have a positive impact on the fashion shopping intent of consumers via Facebook in Ho Chi Minh City, including: Reactions, Comments, Shares, Content and Trends The most influential factor in fashion shopping intent via social networking is Facebook Trend Therefore, it can be concluded that fashion businesses need to effectively use Facebook's functions to promote brand development and increase consumer awareness about the product SUMMARY Currently, e-commerce is an indispensable consumer business trend of society, associated with the development of technology Following the boom of ecommerce is the trend of online shopping Therefore, in the current era of Industry 4.0, Facebook is known as pioneer that is holding the factors for the development of e-commerce, the core of which is to create trust and purchase intent of customer Facebook has some unique features that websites not have such as the freedom to make friends, the number of friends that the sellers have, the product images which will be posted to reach more people Besides, the number of “Like”, “Love”, “Care” as well as the share button also have a positive impact on users' thoughts In recent years, although there have been many research topics and seminars on social networks in general and Facebook in particular, this is still a new and interesting topic, which is derived from the urgency in terms of theory and practice The author decided to carry on the research on "Factors affecting customers' intention to buy online fashion via Facebook in Ho Chi Minh City” Below are some specific objectives I want to point out: - Identify factors that influence customers' intention to buy online fashion through Facebook in Ho Chi Minh City - Measure the influence of these factors on customers' intention to buy online fashion via Facebook in Ho Chi Minh City - Propose management implications to attract and influence the increase of customers' intention to buy online fashion via Facebook in Ho Chi Minh City This paper applies qualitative research methods in combination with quantitative research methods The thesis is structured into chapters: Chapter 1: Introduction Chapter 2: Theoretical basis Chapter 3: Research methodology Chapter 4: Research results Chapter 5: Conclusion and management implications In order to create a basis for the research model that the author built, the author also conducted a profile of studies related to this topic Relevant studies that are reviewed include international research on factors influencing the intent of purchassng online through social networking site - Facebook The research survey shows that the quantitative studies related to this topic use EFA discovery factor analysis and regression analysis to identify the factors affecting the intention to buy online products via Facebook Based on the relevant studies, the author hypothesized about common factors affecting customers' intention to buy online fashion via Facebook in Ho Chi Minh City, which are Reactions, Comments, Shares, Contents, KOLs and Trends Based on these factors the author has developed six corresponding research hypotheses to conduct the impact test The research is conducted by the author with a 2-step process including preliminary and formal research Preliminary research has built a scale to conduct the survey The official study was conducted by the author with a sample of people aged 18 and above in all industries and job fields using Facebook In addition, in order to present the research process, the author also built the expected scales for the factors in the model This scale was built on the basis of previous studies, then conducting group discussions with experts to adjust the content accordingly The author surveyed people over 18 from all fields of work in locations such as companies, schools, trade centers, etc in Ho Chi Minh City from May, 2020 to June, 2020 by sending questionnaires directly and indirectly via email The total number of questionnaires sent to the survey was 300 and 267 questionnaires was collected in return After eliminating 21 invalid questionnaires, the sample size for analysis was 246 observations Initially, when analyzing the results, the author also conducted descriptive statistics of the research sample based on the gender, age, educational level, income and current jobs of the surveyed people Thereby the author has also grasped the general situation of the survey sample about these criteria Empirical research results find a basis for concluding hypotheses outlined in chapter Specifically, groups of factors: Reactions, Comments, Shares, Contents, KOLs and Trends all influence the intention to buy fashion online via Facebook of customers in Ho Chi Minh City This shows that the hypotheses that the author proposed and developed were based on appropriate conclusions At the same time, the author also conducted different tests for factors such as gender (Ttest) and factors such as age group, education level, work group, monthly income group (ANOVA test), the conclusion is that there was a difference in the intention to buy online fashion through Facebook of customer groups in Ho Chi Minh City In addition, the author concluded that the factor with the highest reliability and contribution is Trends with 20.82% of the intention to buy fashion online via Facebook The remaining factors including the factors of Reactions, Comments, Shares, Contents, KOLs contribute 17.69%, 20.17%, 15.08%, 12.32% and 13.91% respectively of customers's intention to buy fashion online via Facebook in Ho Chi Minh City From there, make suggestions to help fashion businesses improve business efficiency through Facebook such as: Encourage users to express positive feelings for products and articles with incentives like membership cards, discounts, and gifts that will make the article more popular and attract users Moreover, consumers should be encouraged to comment on articles about fashion products and share them on their personal pages By doing so, they will receive incentives when buying goods such as gifts, discounts, freeship Another point is avoiding copying the content of other sellers' posts, which will cause the bore when reading these since there is no difference and it is necessary to update social trends to create interesting concepts for the post and attract attention The last thing is to choose KOLs who have a positive influence in the community as well as being loved and trusted by many people Especially for investing heavily in running ads on Facebook In addition, the author also presents some limitations of this paper along with the next research direction LỜI CAM ĐOAN Khóa luận cơng trình nghiên cứu riêng tác giả, kết nghiên cứu trung thực, khơng có nội dung công bố trước nội dung người khác thực ngoại trừ trích dẫn dẫn nguồn đầy đủ khóa luận LỜI CẢM ƠN Để hồn thành khóa luận tốt nghiệp nhận đƣợc quan tâm giúp đỡ quý Thầy Cô Trƣớc hết xin chân thành cảm ơn quý Thầy Cô Trƣờng Đại học Ngân hàng TP.HCM nói chung q Thầy Cơ khoa Quản trị kinh doanh nói riêng tạo điều kiện thuận lợi để thực đề tài này, nhƣ tận tình truyền đạt kiến thức quý báu giúp vận dụng lý thuyết học để áp dụng vào thực tế Đặc biệt, xin gửi lời cám ơn chân thành đến Ts Nguyễn Văn Tiến tận tình hƣớng dẫn tơi hồn thành khóa luận tốt nghiệp Xin chân thành cảm ơn anh/chị giành thời gian trả lời phiếu khảo sát để giúp đỡ tơi hồn thành khóa luận tốt nghiệp Và cuối xin gửi lời cảm ơn đến chuyên gia, anh chị khóa hỗ trợ giúp đỡ tơi suốt thời gian thực khóa luận vừa qua Mặc dù có cố gắng học tập nghiên cứu, nhiên nhiều hạn chế kiến thức nên khóa luận khó tránh khỏi thiếu sót Rất mong q Thầy Cơ thơng cảm đóng góp ý kiến để nghiên cứu đƣợc hồn thiện Cuối cùng, tơi xin kính chúc q Thầy Cô thật nhiều sức khỏe thành công công việc Tôi xin chân thành cảm ơn! Thang đo Chia sẻ Reliability Statistics Cronbach's Alpha N of Items ,843 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted CS1 11,5000 3,949 ,547 ,864 CS2 11,4593 3,776 ,713 ,785 CS3 11,4512 3,955 ,721 ,785 CS4 11,4797 3,777 ,755 ,768 Thang đo Nội dung đăng Lần Reliability Statistics Cronbach's Alpha N of Items ,345 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted ND1 8,0366 1,325 -,009 ,794 ND2 8,2602 1,352 ,381 -,011a ND3 8,1016 1,218 ,345 -,021a a The value is negative due to a negative average covariance among items This violates reliability model assumptions You may want to check item codings Thang đo Nội dung đăng Lần Reliability Statistics Cronbach's Alpha N of Items ,794 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted ND2 4,0976 ,464 ,667 ND3 3,9390 ,335 ,667 Thang đo KOLs Reliability Statistics Cronbach's Alpha N of Items ,745 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted KOL1 8,2480 1,224 ,603 ,621 KOL2 8,0407 1,378 ,527 ,710 KOL3 8,1179 1,362 ,586 ,645 Thang đo Xu hƣớng Reliability Statistics Cronbach's Alpha N of Items ,706 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted XH1 6,5894 3,623 ,564 ,563 XH2 6,5610 3,782 ,515 ,625 XH3 6,6382 3,816 ,491 ,655 Thang đo Ý định mua hàng Reliability Statistics Cronbach's Alpha N of Items ,874 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted YD1 12,0244 2,881 ,729 ,844 YD2 11,9146 2,478 ,780 ,818 YD3 12,0081 2,735 ,753 ,832 YD4 11,9675 2,440 ,692 ,862 PHỤ LỤC 4: PHÂN TÍCH NHÂN TỐ KHÁM PHÁ EFA Đối với biến độc lập KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity ,682 Approx Chi-Square 1503,075 df 153 Sig ,000 Total Variance Explained C o m po ne Total Initial Eigenvalues % of Variance Cumulative % Extraction Sums of Squared Loadings Total % of Variance Cumulative % Rotation Sums of Squared Loadings Total % of Variance Cumulative % 2,965 16,471 16,471 2,965 16,471 16,471 2,782 15,456 15,456 2,622 14,568 31,039 2,622 14,568 31,039 2,249 12,492 27,947 2,247 12,483 43,522 2,247 12,483 43,522 2,063 11,464 39,411 1,941 10.785 54,307 1,941 10.785 54,307 2,029 11,271 50.682 1,770 9,834 64,141 1,770 9,834 64,141 1,903 10.570 61,253 1,206 6,700 70.841 1,206 6,700 70.841 1,726 9,589 70.841 ,683 3,796 74,637 ,632 3,509 78,146 ,590 3,278 81,424 10 ,532 2,958 84,382 11 ,476 2,646 87,028 12 ,432 2,401 89,429 13 ,401 2,226 91,655 14 ,364 2,024 93,679 15 ,358 1,988 95,666 16 ,296 1,645 97,312 17 ,262 1,457 98,769 18 ,222 1,231 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrixa Component CS4 ,879 CS2 ,858 CS3 ,854 CS1 ,716 CX3 ,879 CX1 ,853 CX2 ,847 BL3 ,875 BL1 ,841 BL2 ,742 KOL3 ,837 KOL1 ,826 KOL2 ,707 XH1 ,823 XH2 ,787 XH3 ,761 ND3 ,890 ND2 ,873 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization.a a Rotation converged in iterations Đối với biến phụ thuộc KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ,755 Bartlett's Test of SphericityApprox Chi-Square df Sig 554,227 ,000 Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative % 2,943 73,580 73,580 ,530 13,243 86,823 ,327 8,171 94,993 ,200 5,007 100,000 Extraction Method: Principal Component Analysis Total 2,943 % of Variance 73,580 Cumulative % 73,580 PHỤ LỤC 5: PHÂN TÍCH TƢƠNG QUAN Phân tích tƣơng quan Correlations YD CX BL CS ND KOL XH ,383** ,384** ,384** ,365** ,429** ,491** ,000 ,000 ,000 ,000 ,000 ,000 246 246 246 246 246 246 246 CX Pearson Correlation ,383** ,025 -,006 -,001 -,023 ,004 Sig (2-tailed) ,000 ,696 ,926 ,991 ,717 ,955 N 246 246 246 246 246 246 246 ,384** ,025 ,050 -,107 -,112 -,026 Sig (2-tailed) ,000 ,696 ,436 ,093 ,080 ,681 N 246 246 246 246 246 246 246 CS Pearson Correlation ,384** -,006 ,050 ,066 ,083 -,001 Sig (2-tailed) ,000 ,926 ,436 ,305 ,196 ,983 N 246 246 246 246 246 246 246 ND Pearson Correlation ,365** -,001 -,107 ,066 ,359** ,043 Sig (2-tailed) ,000 ,991 ,093 ,305 ,000 ,501 N 246 246 246 246 246 246 246 ,429** -,023 -,112 ,083 ,359** ,149* Sig (2-tailed) ,000 ,717 ,080 ,196 ,000 N 246 246 246 246 246 246 246 XH Pearson Correlation ,491** ,004 -,026 -,001 ,043 ,149* Sig (2-tailed) ,000 ,955 ,681 ,983 ,501 ,020 N 246 246 246 246 246 246 YD Pearson Correlation Sig (2-tailed) N BL Pearson Correlation KO Pearson Correlation L ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) ,020 246 Phân tích hồi quy Model Summaryb Model R R Square ,937a ,878 Adjusted R Std Error of the Square Estimate ,875 a Predictors: (Constant), XH, CS, CX, BL, ND, KOL b Dependent Variable: YD ANOVAa ,18714 Durbin-Watson 2,002 Model Sum of Squares Regression Mean Square 60,430 10,072 8,370 239 ,035 68,800 245 Residual Total df F Sig 287,586 ,000b a Dependent Variable: YD b Predictors: (Constant), XH, CS, CX, BL, ND, KOL Coefficientsa Model Unstandardized Standardized Coefficients Coefficients B (Constant) Std Error -2,197 ,157 CX ,284 ,017 BL ,281 CS t Sig Beta Collinearity Statistics Tolerance VIF -13,951 ,000 ,379 16,806 ,000 ,999 1,001 ,015 ,432 18,921 ,000 ,978 1,023 ,268 ,019 ,323 14,225 ,000 ,988 1,013 ND ,243 ,022 ,264 10,902 ,000 ,865 1,156 KOL ,292 ,024 ,298 12,127 ,000 ,844 1,185 XH ,262 ,013 ,446 19,551 ,000 ,977 1,023 a Dependent Variable: YD Correlations YD Correlation Coefficient Sig (2-tailed) N CX Correlation Coefficient Sig (2-tailed) N BL Correlation Coefficient Sig (2-tailed) N CS Correlation Coefficient Sig (2-tailed) N ND Correlation Coefficient Sig (2-tailed) N KOL Correlation Coefficient Sig (2-tailed) N XH Correlation Coefficient Sig (2-tailed) N YD CX BL CS ND 1,000 ,397** ,359** ,436** ,342** ,391** ,504** ,000 ,000 ,000 ,000 ,000 ,000 246 246 246 246 246 246 246 ,397** 1,000 ,027 ,036 -,004 -,026 ,013 ,000 ,678 ,579 ,955 ,687 ,839 246 246 246 246 246 246 246 ,359** ,027 1,000 ,046 -,100 -,111 -,038 ,000 ,678 ,476 ,117 ,084 ,558 246 246 246 246 246 246 246 ,436** ,036 ,046 1,000 ,070 ,130* ,035 ,000 ,579 ,476 ,275 ,042 ,584 246 246 246 246 246 246 246 ,342** -,004 -,100 ,070 1,000 ,341** ,026 ,000 ,955 ,117 ,275 ,000 ,689 246 246 246 246 246 246 246 ,391** -,026 -,111 ,130* ,341** 1,000 ,116 ,000 ,687 ,084 ,042 ,000 ,069 246 246 246 246 246 246 246 ,504** ,013 -,038 ,035 ,026 ,116 1,000 ,000 ,839 ,558 ,584 ,689 ,069 246 246 246 246 246 246 246 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) KOL XH PHỤ LỤC 6: KIỂM ĐỊNH SỰ KHÁC BIỆT Theo Giới tính Group Statistics Giới tính YD N Mean Std Deviation Std Error Mean Nam 105 3,8214 ,54894 ,05357 Nữ 141 4,1206 ,47865 ,04031 Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means Sig F YD Equal Sig 3,051 ,082 F -4,552 Sig 244 ,000 F -,29914 ,06571 Lower -,42858 -,16970 variances assumed Equal -4,462 206,040 variance s not assumed Theo Độ tuổi Robust Tests of Equality of Means YD Statistica 28,448 Statistica 28,448 df1 df2 Sig 64.457 000 a Asymptotically F distributed ,000 -,29914 ,06704 -,43132 -,16696 Descriptives YD 95% Confidence Interval for N Mean Std Std Deviation Error Mean Minimum Lower Bound Upper Bound Maximum Từ 18 - 30 tuổi 155 4,1613 ,47309 ,03800 4,0862 4,2364 2,00 5,00 Từ 31 - 45 tuổi 64 3,8594 ,30170 ,03771 3,7840 3,9347 3,00 4,00 Trên 45 tuổi 27 3,3426 ,66920 ,12879 3,0779 3,6073 2,00 3,75 246 3,9929 ,52992 ,03379 3,9263 4,0594 2,00 5,00 Total Test of Homogeneity of Variances Levene Statistic YD Based on Mean df1 df2 Sig 11,091 243 ,000 Based on Median 7,103 243 ,001 Based on Median and with adjusted df 7,103 169,042 ,001 11,454 243 ,000 Based on trimmed mean Theo Thu nhập Descriptives YD 95% Confidence Interval for Std Std Mean Minimum Maximum N Mean Deviation Error Lower Bound Upper Bound Từ - 10 triệu 73 4.3288 50152 05870 4.2118 4.4458 2.00 5.00 Từ 11- 15 triệu 46 4.0978 36316 05354 3.9900 4.2057 3.25 5.00 Từ 16 -20 triệu 84 3.7679 48125 05251 3.6634 3.8723 2.00 5.00 Trên 20 triệu 43 3.7500 48795 07441 3.5998 3.9002 2.00 4.00 Total 246 3.9929 52992 03379 3.9263 4.0594 2.00 5.00 Test of Homogeneity of Variances Levene Statistic YD df1 df2 Sig Based on Mean ,341 242 ,796 Based on Median ,702 242 ,551 Based on Median and with ,702 213,219 ,552 ,329 242 ,804 adjusted df Based on trimmed mean Robust Tests of Equality of Means YD Statistica Welch 21,606 df1 df2 119,523 Sig ,000 a Asymptotically F distributed Theo Trình độ Descriptives YD 95% Confidence Interval for N Dưới đại học Đại học Trên đại học Total Mean Std Std Deviation Error Mean Minimum Maximum Lower Bound Upper Bound 24 4,1771 ,74629 ,15234 3,8620 4,4922 2,00 5,00 187 4,0094 ,48525 ,03548 3,9394 4,0794 2,00 5,00 35 3,7786 ,53472 ,09038 3,5949 3,9623 2,00 4,50 246 3,9929 ,52992 ,03379 3,9263 4,0594 2,00 5,00 Test of Homogeneity of Variances Levene Statistic YD df1 df2 Sig Based on Mean 1,654 243 ,194 Based on Median 1,026 243 ,360 Based on Median and with adjusted df 1,026 208,660 ,360 ,828 243 ,438 Based on trimmed mean Robust Tests of Equality of Means YD Statistica Welch df1 3,580 df2 Sig 42,867 ,036 a Asymptotically F distributed Theo Công việc Descriptives YD 95% Confidence Interval for N Học sinh, sinh viên Mean Std Std Deviation Error Mean Minimum Lower Bound Upper Bound Maximum 76 3.9408 24450 02805 3.8849 3.9967 3.50 5.00 102 4.1667 45235 04479 4.0778 4.2555 2.00 5.00 Kinh doanh 31 3.8871 18072 03246 3.8208 3.9534 3.50 4.00 Khác 37 3.7095 1.00089 16455 3.3757 4.0432 2.00 5.00 Total 246 3.9929 52992 03379 3.9263 4.0594 2.00 5.00 Nhân viên văn phòng Test of Homogeneity of Variances Levene Statistic YD df1 df2 Sig Based on Mean 71,957 242 ,000 Based on Median 36,311 242 ,000 Based on Median and with 36,311 111,622 ,000 70,863 242 ,000 adjusted df Based on trimmed mean ANOVA YD Sum of Squares Between Groups df Mean Square 6,606 2,202 Within Groups 62,194 242 ,257 Total 68,800 245 F 8,568 Sig ,000 ... ý định mua hàng thời trang trực tuyến thông qua Facebook khách hàng TP Hồ Chí Minh • F1, F2, , Fn biến độc lập, đại diện cho nhóm nhân tố ảnh hƣởng đến ý định mua hàng thời trang trực tuyến thông. .. khách hàng địa bàn TP. HCM 1.4 Câu hỏi nghiên cứu - Các nhân tố ảnh hƣởng đến ý định mua hàng thời trang trực tuyến thông qua Facebook khách hàng địa bàn TP HCM? - Mức độ ảnh hƣởng nhân tố đến ý định. .. khách hàng TP. HCM Mục tiêu cụ thể: - Xác định nhân tố ảnh hƣởng đến ý định mua hàng thời trang trực tuyến thông qua Facebook khách hàng địa bàn TP HCM - Đo lƣờng mức độ ảnh hƣởng nhân tố đến ý định