Ế TP.HCM - NGHIÊN CỨ - ăm 2013 Ế TP.HCM - NGHIÊN CỨ 340102 n - ăm 13 i Quân m 30 2013 ii ng s l a ch n du l ch, b ng cách s n t (eWOM) d ng lý thuy t v hành vi (TPB) nh u n lý c n ph i xem xét khía c nh eWOM khác c g ng du l ch tr c n xây d ng c ẩy khách du l ch tham gia c ng ng du l ch tr c n v ặc tính hữu ích d s d ng ữ eWOM, , chuẩ chủ quan, nh n th c ki m soát hành vi ủ nghiên c u ut nh du l ch nh du l ch củ c th nghi m b ng cách s d ng 360 i tiêu dùng Mơ hình ữ ng làm vi c t i Vi t Nam K t qu ữ m có nh l ch ẩ ủ Long ữ ữ i ii vi vii DANH viii x 1.5 2.1 2.1.1 2.1 2.1 2.1 – 2.2 2.3 10 – 3.1 13 13 3.1.1 – WOM) 13 3.1 – eWOM) 3.1 13 15 3.1 Behavior – TPB) 19 3.1.4.1 v m ểm du l ch 3.1.4.2 3.1.4.3 3.1.4.4 21 22 ể 23 hành vi 24 3.2 26 28 28 29 30 33 36 36 38 5.2.1 Kiể b ‘ i v 38 43 46 5.2.3.1 Xây d ng mơ hình h i quy .46 5.2.3.2 Phân tích h i quy 47 b 51 b b .51 b 52 6 6.2 K -Test .51 54 54 – – lai 55 55 58 58 60 EFA eWOM TPB TRA UNESCO WOM T ch c Giáo d c, Khoa h V Liên hi p qu c vii 1: V V 2: 3: Bi 3.1: 2: 2012) 3.3: 1: ng khách tham quan V nh H Long từ 2004 n 2008 1985 ủ Mohammad & Neda (Mohammad & Neda, B 1: ng khách phí tham quan V nh H Long từ 1996 2008 1: 2: 3: ẩ ủ 4: 5: 1: V ủ 2: ng 3: ủ ủ 4: ủ ữ 5: ủ ữ 6: ủ 7: ủ 8: ủ 9: ủ 10: Long 5.11: ẩ ủ KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity df Sig Communalities Initial Extraction ew1 1.000 728 ew2 1.000 710 ew3 1.000 689 ew4 1.000 677 ew6 1.000 541 att1 1.000 813 att2 1.000 725 att3 1.000 738 nor1 1.000 712 nor2 1.000 778 nor3 1.000 699 con1 1.000 703 con2 1.000 804 883 2486.214 91 000 con3 1.000 664 Extraction Method: Principal Component Analysis Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings % of % of Compone % of nt Total Varianc e Cumulativ e% Total Varianc e Cumulativ e% Total Varianc e Cumulat ive % 6.277 44.835 44.835 6.277 44.835 44.835 3.182 22.726 22.726 1.488 10.629 55.464 1.488 10.629 55.464 2.377 16.977 39.703 1.211 8.652 64.116 1.211 8.652 64.116 2.303 16.447 56.150 1.005 7.180 71.296 1.005 7.180 71.296 2.120 15.146 71.296 672 4.801 76.097 554 3.958 80.055 540 3.861 83.916 419 2.990 86.906 391 2.794 89.699 10 361 2.580 92.280 11 314 2.241 94.521 12 284 2.030 96.551 13 243 1.737 98.288 14 240 1.712 100.000 Extraction Method: Principal Component Analysis a Component Matrix Component ew1 699 -.352 322 -.106 ew2 675 -.436 246 052 ew3 719 -.289 296 009 ew4 703 -.178 336 196 ew6 688 -.047 255 -.005 att1 651 -.168 -.558 223 att2 733 -.062 -.343 258 att3 669 -.120 -.393 348 nor1 521 643 161 006 nor2 593 592 110 253 nor3 678 449 125 147 con1 655 -.043 -.296 -.431 con2 696 077 -.237 -.508 con3 665 189 -.022 -.431 Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrix a Component ew1 794 068 117 281 ew2 789 006 252 155 ew3 766 151 190 208 ew4 736 289 225 040 ew6 597 325 152 236 att1 168 065 843 265 att2 294 250 727 216 att3 261 182 788 123 nor1 083 805 016 237 nor2 140 840 217 074 nor3 268 737 222 185 con1 218 080 313 743 con2 210 194 230 818 con3 267 344 081 684 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Component Transformation Matrix Com pone nt 612 441 473 455 -.517 832 -.186 082 595 242 -.705 -.301 068 235 495 -.834 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of 682 Sampling Adequacy Bartlett's Test of Approx Chi-Square 211.072 Sphericity df 000 Sig Communalities Extraction Initial atten1 1.000 625 atten2 1.000 655 atten3 1.000 659 Extraction Method: Principal Component Analysis Total Variance Explained Extraction Sums of Squared pone nt Loadings Initial Eigenvalues Com Total % of Cumulative Variance % 1.939 64.644 64.644 553 18.439 83.083 508 16.917 100.000 Total 1.939 % of Cumulative Variance % 64.644 64.644 Total Variance Explained Extraction Sums of Squared % of Cumulative Variance % pone nt Loadings Initial Eigenvalues Com Total Total 1.939 64.644 64.644 553 18.439 83.083 1.939 % of Cumulative Variance % 64.644 64.644 Extraction Method: Principal Component Analysis Component Matrix a Component atten1 791 atten2 809 atten3 812 Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrix(a) Dummy category a Only one component was extracted The solution cannot be rotated E Ứ Correlations M_EW M_ATT M_NOR M_CON M_ATTEN M_EW Pearson Correlation M_ATT Pearson Correlation M_NOR M_CON M_ATTEN 350 350 350 ** 563 457 ** ** 350 350 350 ** 434 350 ** 549 519 ** 350 350 350 ** 492 000 000 N 350 350 350 ** ** 000 000 594 492 000 Sig (2-tailed) ** 594 350 350 595 ** 549 000 N ** ** 000 000 567 434 000 000 Correlation ** 350 Sig (2-tailed) Pearson 595 350 350 Correlation ** 000 N Pearson 567 000 000 Correlation ** 000 Sig (2-tailed) Pearson 457 000 Sig (2-tailed) N ** 563 519 ** 617 ** 000 350 350 ** 617 Sig (2-tailed) 000 000 000 000 N 350 350 350 350 350 Correlations M_EW M_ATT M_NOR M_CON M_ATTEN M_EW Pearson Correlation M_ATT Pearson Correlation M_NOR M_CON M_ATTEN 350 350 350 ** 563 457 ** 350 350 ** 434 ** 549 519 ** 350 350 350 ** 492 000 000 N 350 350 350 ** ** 000 000 594 492 000 Sig (2-tailed) 519 ** 617 ** 000 350 350 ** 617 Sig (2-tailed) 000 000 000 000 N 350 350 350 350 ** Correlation is significant at the 0.01 level (2tailed) ** 350 350 ** 594 350 350 595 ** 549 000 N ** ** 000 000 567 434 000 000 Correlation ** 350 Sig (2-tailed) Pearson 595 350 350 Correlation ** 000 N Pearson 567 000 000 Correlation ** 000 Sig (2-tailed) Pearson 457 000 Sig (2-tailed) N ** 563 350 F G - H -TEST Group Statistics q1 Vi tri N Mean Std Deviation Std Error Mean 130 3.7277 78038 06844 2.00 Nhan vien 220 3.7718 77714 05239 130 4.0385 83283 07304 2.00 Nhan vien 220 4.1106 84062 05667 130 3.2410 81334 07133 2.00 Nhan vien 220 3.2167 90268 06086 130 3.6436 88746 07783 2.00 Nhan vien 220 3.6848 88661 05977 130 3.3821 70082 06147 2.00 Nhan vien 220 3.4500 73129 04930 1.00 Quan ly M_EW 1.00 Quan ly M_ATT 1.00 Quan ly M_NOR 1.00 Quan ly M_CON 1.00 Quan ly M_ATTEN Independent Samples Test (VI TRI LAM VIEC) Levene's Test for t-test for Equality of Means Equality of Variances 95% Sig F Sig t df (2tailed) Confidence Mean Std Error Difference Difference Interval of the Difference Lower Upper M_EW Equal 100 752 -.512 348 609 -.04413 08610 -.21348 12522 variances assumed Equal variances -.512 269.896 not 609 -.04413 08620 -.21383 12558 348 437 -.07214 09267 -.25442 11013 -.780 272.828 436 -.07214 09245 -.25415 10987 348 800 02436 09631 -.16507 21379 260 293.530 795 02436 09377 -.16018 20890 348 674 -.04126 09812 -.23423 15171 -.420 270.592 675 -.04126 09814 -.23447 15196 348 394 -.06795 07967 -.22463 08874 -.862 280.099 389 -.06795 07880 -.22306 08716 assumed Equal variances 019 890 -.778 assumed M_ATT Equal variances not assumed Equal variances 1.508 220 253 assumed M_NOR Equal variances not assumed Equal variances 067 796 -.421 assumed M_CON Equal variances not assumed Equal variances 151 698 -.853 assumed M_ATTEN Equal variances not assumed ọ ữ ị ỉ – – ọ – ọ ọ – ế – ề – P ườ ệ đ ọ ế ườ – – ọ ứ ị ị ườ ườ ọ ọ – ề ệ Hoa Mai ọ ế