SỰ HÀI LÒNG CỦA KHÁCH HÀNG khi mua sắm online

BQ GIAO D(JC VA DAO T@O TRtf G D I HQC KINH TE TP HCM NGUVEN Df$ TUI Tt$ NGA NHffNG NUAN TO ANH HYfJNG DEN SY HAI LttNG CUA KHACH HANG KHI MUA I4ANG QUA M@NG T ITHANH PHd Htk CHI MINH Chuye‘ n ng5nh :QUAN TRI KINH DOANH LUAN VAN THAC SI BQ GIAO DUC OAO" TRtfbNG DCI HOC KltlH TE TP.h6kI NGI1 HH G DAN KHOA HQC :TS NGUYEN HP LAM TP HP CHI MINH — NAM 2010 LV CAM ON Truoc tién, toi xin chan cain on thay Nguyen Huu Lam da tan tinh chi bao, gop y v:i dpng vien tfii suot qu:i trinh thuc hien luan van tot nghiep nity De co the hoan chuong trinh sau dai hpc tai truéng Dai hpc Kinh Te Thanh Ho Chi Minh v‹ii lua)n van tot nghi(p “Nhii:rig nhan to énh htrong dén sq hat Ii›ng ciia I‹héch hang I‹hi miia hang qiia mang tar Thanh phii Hii Chl Minh”, ngoai nhung no luc, phan dau cua chinh ban than suot qua trinh hpc ta)p, tf›i xin gem l‹ii cain on den ba me, anh chi, ban bé va nhung ngu‹ii than da luon dpng vien, giiip da‘ toi Nhan day toi cung xin gcii l‹ i c:inn on den Quy Thay Co, nhung ngucii da tan tinh truyén dat kien thtrc cho toi thcii gran hpc cao hpc vita qua Sau cung, tf›i xin chan th:inh c:tin on ban bé than thiét cua lép cao hpc QTKD— D2- K16 da hf› trp toi suot quit trinh hpc ta(p vii thuc hien de tiii Trong qu:i trinh thuc hien, m(ac du da hét siic co gang de hoiin thien luan van, trao doi va tiep thu cac y kién dong gop ciia Quy Thay Co va ban bé, tham khao nhiéu tai 1i(u song cung khfing the tranh khoi sai sét Rat mong nhan duac nhung thong tin dong gop, ph:in hoi quy b:iu tit Quy Thay Chi v:i ban dpc Yin chan cain on Thanh Ho Chi Minh, nam 2010 Tae gia Nguyen To LV CAM DOAN Lu(an van Thac st Kinh té voi de tai: “Nhii:rig nhlln to anh htrcrng dén sq hat li›rig era k:héch hang k:hi miia héng qiia mang tar Thrush He ChI Minh” la cong trinh chinh b:in than toi nghien elm Tfii xin hoan toan chiu triich nhiem ve noi dung va tinh trung thuc cfia de tai nghien ciiu Thiinh Ho Chi Minh, nam 2010 T:ic gi:i Nguyen Do Thi To Nga 4.3 H 'tin cay Cronbach’s Alpha 42 DANH MUC BANG DANH MUC HINH Trang 33 Hinh 3: Mo hinh nghien cthi chinh thuc 56 -1- TOM TAT Nghien cuu duoc thuc hien nham d:inh giii nhung nhan to anh hu6ng den su hai long cila kh:ich hang mua hang qua mang (hay gpi la thuong mai di(n tit) Trong mo hinh nghien cthi ban dau lu rig su hai long ciia khach hang voi 14 bién tiem an va 76 bién quan sat cho phii hpp vcii thi truéing Vi(t Nam va tinh hinh kinh té hien nham co ducic ket qua nghien ciiu chinh xiic nhat viec luéing su hai long ciia kh:ich hang mua hang qua mang bang vi(c khiio s:it 441 khiich hang da timg mua hang qua mang Trong nghien cuu, tiic giii sit dung thang su hai long ciia kh:ich hang mua hang qua mang ciia Liu va ctg (2008) va co su dieu chinh, bo sung c:ie phan tu viec tham khiio cac nghien ciru kh:ie de lu rig su hai long cua kh:ich hang mua hang qua mang Ngoai viec sit dung mo hinh nghien cuu tren, nghien ctiu co su tham khao Hi li(u va quy trinh thuc hien nghien cuu duoc diéu chinh tit mo“ hinh nnghhiieenn ciiu cila Thop va Trang (220022, 24) Them vao la sir dung cfing eg la phan mem SPSS for Windows 16.0 de kiem dinh tin cay Cronbach’s Alpha, phan tich nhan to kh:inn ph:i EFA va mo hinh hoi quy tuyen tinh bpi, sau nghien cfru chi lai nhan th quan trpng tinh huéing den su hai long cua khiich h:ing mua hang qua mang Ela) c bi(t, nghien erm cung phat hien c:ie nhan to tren thi nhan to Chat lupng thong tin dong vai tro quan trpng nhat viec lam h:ii long kh:ich h:ing mua hang qua mang va de c:ic giiii phiip nham tang muc dp hiii long cua kh:ich hang mua hang qua mang -2- CHUONG TONG QUAN 1.1 LY DO CHON DE TAI Cuoc song cang ban ron v‹ii cfing viec, hpc hanh va cuoc song gia dinh thi quy thcii gran danh cho viec mua sam cung ng:iy cang han hep Chinh vi v(ay, se rat thu(an ti(n ciic cong ty co the cung cap cho nguiii tieu diing nhieu di| ch vu nham d:ip ting nhu cau mua sam ciia khiich hang nhung lai khong mat qu:i nhieu their gian Ngucii tieu diing co the lua chpn giua nhieu san pham, nhan hi(u, d|ch vp va nhieu nha cung cap kh:ie chi bang vi(c barn chupt tim kiem va mua hang qua in g nén sq lua chpn ciia hp thi vo han nhung th‹ii gian thi gi‹ii han, do hp co the de dang tim duoc nhieu m)at héng hay nha cung cap drip ung duoc yéu cau ciia hp vo so nhung su lua chpn (Cheung va Lee, 2005) Hi(n nay, mang internet dong vai tro vo ciing quan trpng xa hoi hien dai va trci nen quen thuoc cupc song ciing nhu cong viec va co t:ic dpng sau sac den mpi m)at dcii song xa ho( i, duong nhien no cung tac dpng manh den hoat dpng s:in xuat va kinh doanh cfia ciic doanh nghi(p Internet ph:it trién manh me la do) ng luc de thuc day su tang tru6ng buon bén tren pham vi toan cau Két qu:i dieu tra vcii 1.600 doanh nghiep tren c:i nu‹ic nam 2008 (Bp Cong Thuong, 2009) ho thay, hau het cac doanh nghi(p da trién khai ung dung thuong mai dien tit ci nhung muc khiic Dau tu cho thuong mai dren tit da duoc chu trpng va mang lai hi(u quit ro rang cho doanh nghi(p Cac doanh nghiep da quan tain toi vi(c trang bi in:iy tinh, den nam 2008 hau nhu 1000 » doanh nghiep deu co miiy tinh Ty 1( doanh nghi(p co tit 11 — 20 miiy tinh tang dan qua c:ic nam va den nam 2008 dat tren 20% Ty 1( doanh nghi(p da xay dijng mang npi bo nam 2008 dat tren 88% so v‹ii 84% ciia nam 2007 Dong th‹ii, cé› tci 99% so doanh nghi(p da ket noi internet, ket noi bang thong rpng chiem 98% Ty le doanh nghiep co trang web dat 450 o, tang 7% so vcii nam 2007 Ty l( trang web duoc ca)p nhat thuimg xuyen va co chuc nang da)t hang truc tuyen deu tang nhanh ' B9 Cfing Thuong (2009), Bcio céo thirong mii di n tir Vie:I Nam 2008, Ha N9i tar trang web: http-//tailieu vn/xem-tai-lieu/bao-cao-thuonfi-mai-dren-tu-vn-nam-2008 15647 html (truy c)p 02.02.2010) 29-36 29—36 -.18646 18691 751 -.6706 2977 > 36 -.16872 19328 819 -.6707 3333 36 2l288 16041 547 -.2037 6295 36 -.06694 16042 975 -.4833 3494 36 -.18085 18415 760 -.6587 2970 36 DU 36 01824 2048l 1.000 -.5132 5496 < 22 18196 17725 734 -.2768 6407 29 — 36 02913 17211 998 -.4166 4748 > 36 20021 18542 702 -.2815 819 15284 19285 858 -.3467 6523 -.029l3 17211 998 -.4748 4166 > 36 17108 20038 829 -.3492 6914 < 22 -.01824 2048l 1.000 -.5496 5132 22 — 28 -.2002l 18542 702 -.68l9 2815 829 -.69l4 3492 < 22 22 — 28 > 36 29 — 36 - 17108 * The mean difference is significant at the 0.05 level .20038 Test of Homogeneity of Variances Levene Statistic STL AT HH SHL 2.822 2.829 161 2.771 df1 df2 3 3 Sig 437 437 437 437 039 038 002 04l Kruskal-Wallis Test R N age STL AT SHL Mean Rank < 22 112 215.75 22 - 28 158 218.06 29 - 36 97 232.07 > 36 74 220.72 Total 441 < 22 22 - 28 112 213.68 158 221.56 29 - 36 97 225.16 > 36 74 225.43 Total 441 < 22 112 242.46 22 - 28 158 216.50 29 - 36 97 227.82 > 36 74 189 19 Total 441 < 22 112 225.66 22 - 28 158 217.73 29 - 36 97 234.81 > 36 74 202.82 Total 441 Test Statistics"' STL Chi-Square df Asymp Sig a Kruskal Wallis Test b Grouping Variable: age HH AT 799 SHL 602 8.562 2.914 896 036 405 Thu nhap Descriptives 95% Confidence Interval for Mean N CLTT Upper Bound Minimum Maximum 1.14165 10836 5.0600 5.4895 2.00 7.00 3.000.000 6.000.000 108 5.0509 1.29284 12440 4.8043 5.2975 1.00 7.00 >6.000.000 10.000.000 144 5.4010 J 26519 10543 1926 5.6094 1.25 7.00 >10.000.000 78 5.3013 1.25703 14233 5.0179 5.5847 2.50 7.00 441 5.2659 1.24363 05922 5.1495 5.3823 1.00 7.00 10.000.000 78 4.8761 1.53705 17404 4.5295 5.2226 1.00 7.00 Total 441 4.9773 1.33049 06336 4.8528 5.1018 1.00 7.00 6.000.000 10.000.000 144 4.8889 1.38423 11535 4.6609 5.1169 1.00 7.00 >10.000.000 78 4.7735 1.39106 15751 4.4599 5.0871 1.67 7.00 Total 441 4.7581 1.37729 06559 4.6292 4.8870 1.00 7.00 l0.000.000 GH Lower Bound 5.2748 |O00O000 >10.000.000 HH Std Error 11I +6.000.000 - AT Std Deviation 10.000.000 Total NLGD 6.000.000 10.000.000 4.9475 1.00 7.00 4.6532 5.2442 2.00 7.00 06643 4.5890 4.8501 1.00 7.00 1.03804 09853 4.6156 5.0061 1.17 7.00 4.4090 1.30467 12554 1601 4.6578 1.00 7.00 144 4.4722 1.26008 10501 4.2647 4.6798 1.33 7.00 78 4.6004 1.13496 12851 4.3445 4.8563 1.67 7.00 441 4.5646 1.20376 05732 4.4520 4.6773 1.00 7.00 6.000.000 10.000.000 144 4.3403 1.30498 10875 1253 4.5552 1.00 7.00 >10.000.000 SHL 7.00 Total >10.000.000 DU 1.00 78 4.3000 1.34638 15245 3.9964 4.6036 1.00 7.00 Total 441 4.2707 1.37156 06531 4.1424 4.3991 1.00 7.00 6.000.000 10.000.000 >l0.000.000 Total Test of Homogeneity of Variances Levene Statistic CLTT TT HH GH NLGD CLTW DU SHL 1.063 568 1.608 345 743 2.443 1.144 1.889 df1 df2 3 3 3 3 Sig 437 437 437 437 437 437 437 437 364 637 187 793 527 064 331 13I ANOVA Sum of Squares Between Groups TT GH NLGD 7.727 2.576 Within Groups 672.786 1.540 Total 680.514 Between Groups SHL 437 5.482 1.827 829.163 Total 834.644 Between Groups 9.521 725.934 3 174 Within Groups 437 1.661 Total 735.456 440 Between Groups 437 15.597 199 1.549 Total 692.433 12.846 4.282 Within Groups 843.475 Total 856.321 437 440 10.674 3.558 1.435 Within Groups 626.901 437 Total 637.575 440 410 1.911 127 3.357 019 2.218 085 2.480 061 282 839 2.753 042 1.930 1.598 533 Within Groups 826 114 437 1.890 Total 827.713 440 Between Groups 963 1.897 676.836 Between Groups 1.673 440 Within Groups Between Groups F 440 Within Groups Between Groups DU Mean Square df 11.714 3.905 Within Groups 619.817 1.418 Total 631.531 000‘000’£> 000’000‘0l< 000’000‘01 - 000’000’9< 000’000‘9 ‘000’000’E 000‘000‘0t - 000‘000’9< 000’000‘9 ‘000‘000’£ 000’000’£> 000’000’0l< 000’000‘9 - 000‘000’E 000‘000’E> 000’000’0I< 000’000’0l - 000‘000‘9+ 000‘000’£> 000’000‘0I< 000’000‘01 - 000‘000’9< 000’000‘9 - 000’000‘£ 000’000‘0I - 000’000‘9< 000‘000’9 - 000’000‘£ 000‘000‘E> 000’000‘0I< 000‘000’9 - 000’000’£ 000‘000’£> 000’000'0I< 000’000‘0I - 000’000‘9< 000‘000’£> 000‘000’0l< 000’000’0I - 000’000’9< 000‘000‘9 - 000’000’£ 000’000’0l - 000’000’9< 000‘000’9 - 000’000’E 000‘000’£> 000’000’0l< 000’000‘9 ’000‘000‘£ 000‘000’E> 000’000'0I< 000’000’0l - 000’000‘9< 000’000’£> HG 000‘000’0l - 000’000‘9< 000‘000’9 - 000‘000’E HH 000‘000’0I - 000‘000’9< 000’000‘9 - 000‘000'£ 000‘000‘0l< 000'000’01 ‘000‘000‘9< 000’000‘9 ‘000‘000‘£ auioou!in 000‘000’0I - 000’000’9< 000’000’9 - 000’000'E 000’000’9 - 000‘000‘£ 000‘000‘0l - 000‘000’9< 000’000’9 - 000‘000‘ £ 000‘000‘0I < 000‘000’E> 000’000’0I < 000’000’9 - 000‘000‘ £ 000’000’E> 000’000’0I < 000‘000‘01 - 000‘000‘9< 000'000'9 - 000‘000‘E 000’000‘0l - 000’000’9< 000‘000‘E> 000’000‘0I< ooo’000’r» no 000’000’0l - 000‘000'9< 000‘000’9 - 000‘000'£ 000‘000'0I - 000‘000’9< 000'000‘9 - 000’000‘E 000‘000‘£> 000’000‘0I< 000’000’0I - 000‘000‘9< 000’000’9 - 000‘000’£ £09£‘ 5110’ 60£9’ 01 I£‘ ZS 18’ l'0Z£’ £0£0‘ I 91'E9‘ I8SZ’ 0ZV£’ 0Zt'£‘ E0I0‘ 68ZI ’ 89££’ t'9t'S’ 1198’ 000’000'£> 000’000‘0I< 000‘000‘9 - 000‘000'£ 000’000‘0l - 000’000’9+ 000‘000’£> 000‘000’0I < 000‘000’0I 000’000’9< 000’000'9 - 000’000’E 000’000’0l - 000’000’9< 000’000’9 - 000‘000'£ 000‘000‘E> 000'000‘0I< 000’000’0I - 000’000’9< 000‘000‘9 - 000‘000’E 000‘000’E> 000’000’0I< 000’000'9 - 000‘000‘£ 000‘000’0I - 000’000’9< 000‘000‘£> 000‘000‘0l< 000‘000‘£> 000’000’0l - 000’000’9< 000‘000‘9 - 000’000’£ 000‘000‘0l - 000‘000‘9< 000‘000’01< 000’000'9 - 000‘000‘£ 000’000’y> 000’000’0I< 000’000'9 - 000‘000‘£ 000’000’£> 000’000’0I < 000’000’01 - 000’000’9< 000‘000’0l - 000’000’9< OOUN >6.000.000 - 10.000.000 >10.000.000 -.14611 15229 773 -.5400 2478 13834 16338 832 -.2855 5622 -.27l71 l5865 320 -.6825 139l -.4178 ‘.15667 041 -.8232 -.0l25 6.000.000 - 10.000.000 > 10.000.000 »6000.000 |0000000 -.13337 16748 856 -.5678 3010 146l1 l5229 773 -.2478 5400 3.000.000 - 6.000.000 > 10.000.000 4178 2’.15667 04l 0125 8232 28446 16147 295 -.1342 7031 l0.000.000 Total 441 Test Statistics”‘ STL Chi-Square df Asymp Sig l 972 578 a Kruskal Wallis Test b Grouping Variable: income AT 8.771 Trinh hpc vfin Descriptives 95% Confidence Interval for Mean N CLTT 5.5626 2.00 7.00 Caodang 103 5.2937 1.21542 11976 5.0561 5.5312 1.00 7.00 Daihoc 230 5.2533 1.30574 08610 5.0836 5.4229 1.25 7.00 2.50 7.00 58 5.3060 1.09128 l4329 5.0191 5.5930 441 5.2659 1.24363 05922 5.1495 5.3823 50 5.3267 1.03453 14630 103 4.8172 1.40736 13867 5.6207 5.0922 3.00 Caodang 5.0327 4.5421 1.00 7.00 Daihoc 230 4.9920 1.36028 08969 4.8153 5.1688 1.00 7.00