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Nghi§n ci5u Gia d i n h va GlcSi s g - 2019 Hanh vi tieu dung san pliam may mac cua nienflothi: Mot tiep can xa hpi hpc gicii Dao Thuy Hing' Tom tat: Dua tren cac quan dilm nghien cuu trii'o'c ve sif khac biet gioi hanh vi tieu dimg noi chung, bai viet sir dung dir Heu ttr khao sat ve hanh vi tieu dung san pham may mac ciia nien tai Ha Ngi de so sanh sir khac biet gidi a mpt vai khia canh cua hanh vi nhu la mgt nghien cihi trucmg hop Bai viet ban luan ve hanh vi tieu diing cua nien thi duoi goc gioi bao gom: khac biet gioi mirc quan tam va chi tra cho san pham may mac, thoi diem mua, nguon thong tin ve san pham, each xtr ly san phim sau su dung va quan diem ve chuc nang cua hanh vi tieu dimg Tir khda: Xa hgi hgc; Hanh vi tieu dilng; Thanh nien; Do thj; Tiep can gioi Ngay nimn bai: 25/3/2019; chinh sua: 1/7/2019; duyet dang: 9/8/2019 Din nhap Nghien ciru ve banh vi tieu dung la mgt Imh virc quen thugc a cac nuac CO xa hgi tieu dimg phat ttien nhung la mgt ehu de mai me vdi nhting nuac dang phat trien kinh te vd chii trgng vao san xuat nhu Viet Nam Tuy nhien vai nin kinh te dang phat trien, chuyen djch manh me tir nong nghiep sang cong nghiep va dich vu, ttong tuong lai,Viet Nam se co nhiiu dac dilm cua xa hgi tieu diing Nghien ciiu hdnh vi tieu diing, dac biet su tac dons cua cac tiln ttinh hien dai boa, todn cdu hoa, hgi nhdp quic tl hien la mgt cbi bao ve van hoa xa hgi hien dai Nhu vdy, tdm quan ttone cua • Nghien ciiu sinh, Giang vien, KJioa Xa hpi hpc, Tnrcmg Dai hoc Khoa hgc Xa hni v' Whvan, Dai hoc Qii6c gia Ha Ngi ' ""^" Dao Thuy Hang 3S viec nghien ciiu khong chi dimg lai a viec mo ta hanh vi ca nhdn hay du doan xu huong tieu dimg tucmg lai ma la a y nghTa xa hgi ciia hanh vi la gop phdn kich thich tieu diing hucmg tai muc tieu phat triln xa hgi Duai goc xa hgi hgc, hanh vi tieu diing kbong cbi dan thudn la mgt hanh vi a goc kinh te md no not len nhieu dieu ve mgt ca nhan nhu djnh huong gia tri, dia vi xa hgi, phong each hay thdm chi la ca nhom xa hgi ma ca nhan la thdnh vien bai viec lira chgn san phdm, sir dung san pham (ngay cd la ciing mgt loai san phdm) la rat khac giiia cdc ca nhdn Ngoai ra, theo Poster (2004) neu muln chi bdng chiing vl su phat trien cua tieu diing thi thi se la lua chgn dau tien, chu yeu bai thi la noi tap trung cac trung tam thuang mai Thanh nien thi la nhom nguai tre de tiep nhdn xu huc3^g mai, la nhom nguai muon the hien va khdng dinh minh nhiiu Imh virc, bao gom ca tieu diing (Bg Ngi vu va Quy dan s6 Lien hgp qu6c tai Viet Nam, 2015:17; Pham H6ng Tung, 2010:6263) Vi vay, de nghien ciiu khde hga hanh vi tieu diing thi nien thi la mgt nhimg nhom khach the the hien cac dac tnmg ro nhdt Tong quan nghien cii'u Cac nghien ciiu di truac ban ve ITnh vuc tieu diing noi chung cung deu rat quan tam tai cac yeu to anh huong tdi hanh vi tieu diing cua ca nhan nhu: cac yeu to ve tam ly, dac diem thi truong va dac trung nban khdu xa hgi cua nguoi tieu diing Nhu da noi a tren, cac dac trung tam ly bay thi trucmg von thugc vl ITnh virc tam ly hoac kinb te, khong phai la moi quan tam chinh ciia cac nha xa hgi hgc, thay vao do, cdc dac trung nban khau xa hgi nhu: gioi tinh, nghe nghiep, tuoi tac, nai sinh song, thu nhap la cac ylu t l tao nen su khde biet hdnh vi tieu diing ciJa cd nhan Bai vay, ngugc lai, co thi noi rdng, hanh vi tieu diing the hien nhieu dac diem xa hgi ciia ca nhan nhu vi thi, 16i song, gia tri Sir khac biet hanh vi tieu dimg giira nam giai va nti gidi cung la chii d6 quen thugc doi vdi cac nghien ciiu vl hanh vi tieu dimg tren thi gidi Theo nhieu nghien ciiu, mua sdm Id mgt hoat dgng co dac tnmg gidi rat ro rang, the hien d nhiing diem sau day: Phu nil CO nhu cau mua sdm nhiiu hon nam gidi va cung danh gia muc quan trgng ciia boat dgng cao han (Dholakia, 1999) Hg cung nhay cam hom vdi nhu cau qudn ao va cd nhan thirc ve vai trd cua quan ao ro rang, cu the ban nam gidi (Adjei va cong su, 2006) Khuon mdu hanh vi mua sam ciia hai gidi co nhieu diem khac biet Phu nii xem qudn ao nhu la mgt each thiic dl tu nhan dang, dan ong tap trung nhiiu ban vao Igi ich va chiic ndng cua chiing Do do, khuon mau hanh vi biin cua nam' gidi la hg vao cira hang chi mua nhiing gi hg can va sau dd rdi di phu nii thi khong nhu vay (McGrath va cong su, 36 Nghien CIFU Gia dinh va Gio'i Q u y i n 29, s6 4, tr 34-45 2001) Kuruvilla va cong su (2009) cung cbi rdng phu nir danh gap hai lan thdi gian so vdi nam gidi dh mua sdm cdc ciia hang va hinh thuc "window-shopping" (chi di tbam khao, ngdm hang nhung khong mua) chu yeu la dac ti'nh ciia phu nii Con theo Johnson va cong su (2004), ttudc mua, phu nii thudng can nhdc kT sdn pham co phii hgp vdi phong each khong, kiem tra ti mi va thir san phdm trudc mua chiing Hg hiem mua luon mdt san phdm nhin thdy ma thudng tham khao_ nhieu noi, nghT ve no, nghien ciiu nd, hoi ban be ciia bg va sau bat dau qua trinh can nhSc lai Pbu nii tich cue tim kiem va theo duoi cac phong each va xu hudng thdi trang mdi han nam gidi Tieu diing la each thiic de phu nii khang djnh vai tro va vi the Pbu nii' cung CO the dat dugc su hai long thong qua mua sam cho ban than va cac tbanh vien khde gia dinh (trich theo Stillerman, 2015) Jvlua sdm ding tbdi cung la ITnh vuc the bien sir tu chii, dgc lap cua phu nir (Certeau, 1984) Nbu vay, tieu diing khong ehi la sir phdn anh nhu cdu va viec dap ling nhu cau md d khia canh quan be xa bgi, ddy la no lire ciia ca nhan, cu the Id phu nii, nhdm xac dinh vai tro vd tim kiem uy quyen xa hgi Tieu diing vdi phu nii la mgt cdch thiic gidi tri lien quan den cam xiic vui ve, thoa man va kinh nghiem mua sam (Dholakia, 1999) Doi vdi ntr gidi, mua sam ddng vai tro la xiic tac cam xiic, tam ly va co ^ nghTa tugng trung Hanh vi tieu diing vd pbu nii co nhieu dac trung lien quan tdi hon la nam gidi Simmel cho rdng cac sdn phdm thdi trang chi ton tai mgt thdi gian ngdn va phu thugc vao thdm my so dong do mang tinh chdt bl ngoai va thieu ben vimg Tbdi trang la tieu chuan ma so dong duong thdi theo duoi va vi the nd lien he vdi su thieu tu ca nhdn Vdi nhirng dac trung do, thdi trang ggi nbd va dac tnmg cho nii gidi vd tang Idp trung lim bdi hai nhom dli tugng deu cd gdng de bat kip tieu chuan dugc quylt dinh bdi dan ong hoac nhom tinh boa cua xa hgi Them vao do, cac nhom phu thugc va yeu the han nhu pbu nir cd the su dung thdi trang nhu mot chiec "mat na" gitip hg boa nhap de dang vao xd hgi Thdi trang la each nhdt dl phu nti the hien quyen luc ciia minh; bdi phu nii vdn co thi dua vao thdi ttang dl tao cho ban thdn hg vd ngudi khac cam giac khac biet dua tren tieu chuan chung (Simmel, 1957:541) Nhu vdy, nhin chung cac nghien ciiu ban tdi dac tinh gidi cua hanh vi tieu dung deu hudng tdi kit luan rang hanh vi mang dam net dac trune ciia nir gidi ban so vdi nam gidi dua tren miic quan tdm, miic can nhdc hanh vi, y nghTa xa hgi ciia hanh vi va ca tdn sudt thirc hien banh vi ttong tuong quan giira hai gidi Thong qua nhiing kit lutin tren eia thuylt thuc nghiem cung se hudng tdi gia djnh rdng ylu t l gidi co nh'ime Dao Thuy Hang 37 anh hudng nhdt djnh tdi hanh vi tieu dimg ciia nam va nii nien Viet Nam, dac biet la tieu dimg sdn phdm may mac - mgt loai hang hda lien he nhieu tdi ntr gidi Phu-ong phap nghien cii'u Dii lieu chinh ciia bai viet dugc riit tir khao sat tac gia thuc hien vao thang 10-12/2017, tai Ha Ngi, ndm khuon de tai luan an tiln sy Xa hgi hgc: "Hanh vi tieu dimg san pham may mac ciia nien thi tai Hd Ngi hien nay" (2015-2019) Nghien cuu co muc dicb nhdm chi thuc trang tieu dimg sdn phdm may mac ciia tbanh nien Ha Ngi vd nhting yeu to dnh hudng tdi bdnh vi ndy Ngodi ra, tir gdc nhin ciia nien, ludn an khai quat Ien chuc ndng xa hgi ciia san pham va hanh vi tieu diing san phdm may mac xa bgi thi Viet Nam hien Trong do, dir lieu dinh Iugng dugc su dung bai viit ndy dira tren khao sdt bdng bang hoi xd hgi bgc vdi ca mdu la 409 (gIm 180 nam vd 229 nii) Khach the Id nien, tuoi tir 20-29, bien da va dang sinh sdng, hgc tap vd lam viec tai Ha Ngi ttr thdng trd len, co cac dac dilm khac ve trinh hgc vdn, dac diem nghe nghiep, nai den, thu nhdp vd tinb trang gia dinh Cac ngi dung bang hoi tudn theo tien trinh cua mgt banh vi tieu diing, gdm: hdnh vi tiep can va thu thdp thong tin ve san pham, cdn nhdc vd lira chgn sdn phdm, quyet dinh mua, danb gia, sii dung vd xir ly san pham Ngoai bang hoi ciing dugc ket cau hai ngi dung tuong img vdi hai ngi dung chinh cua luan an ve: I) thyc trang tieu diing va 2) y nghTa xd bgi ciJa sdn pham va hanh vi tieu diing sdn phdm may mac ciia nien thj Ngoai ra, cac cau hoi nhdm xac dinh cdc yeu to anh hudng tdi banh vi tieu diing va cac dac trung nhan khau - xa bgi eiia ngudi tra ldi se dugc long ghep bang hoi Tuy nhien, pham vi bai viet nay, tac gia chi sir dung co cbgn loc mgt vai ngi dung vdn de tieu diing co sy dnh hudng cua yeu to gidi de phdn ti'ch Dtr lieu dugc xir ly bang phan mem SPSS 25 Do day la ngbien cthi mang tinh khdm pba vd de tiet kiem thdi gian thu thap du dung Iugng mau nghien ciixi, mau dugc chgn theo phuang phap thudn tien nham tiep can chi'nh xac va nhanh nhat vdi diing khacb the cdn chgn De dam bdo tinh khdch quan, tin cdy va tinb dai dien d muc cao nhat, nghien ciiu lya chgn nhieu dia diem cong egng de phong vdn nhieu khung gid khde Viec thu thap so lieu dugc thyc hien tai cac trung tdm thuang mai, sieu tbi, ciia hang thdi trang nai khdch the dang thyc hien hanh vi tieu diing vd bdnh vi ciia hg gan lien vdi moi trudng tieu diing Thdi diem khao sat la cac thang cudi ndm - ddy la djp boat dgng tieu dimg tang manh: giap tet duang, tet dm va cac dip khuyen mai ldn nhdt nam Vdi cdch chgn mau nhu tren, qua trinh khao sat, nhd 38 Nghien ciPu Gia dinh va Gi6'i Quyin 29, s6 4, tr 34-45 nghien ciiu dong thdi co the sii dung phuang phap quan sat va phong van khdch the Ngoai ra, bai viit sir dung dii lieu djnh tinh tir cdc quan sat va 15 phong van sau cac nien thugc cac linh vyc nghe nghiep, tuoi tac, nai den, miic thu nhap va gidi tinh khac Mot s o kgt qua nghien cu'U Nghien ciiu chi mgt vai khac biet gidi hanh vi tieu diing san phdm may mac (SPMM), cu thi Id: cau ttiic chi tieu, thdi dilm mua, nguon thong tin ve san phdm, cdch xii 1^ san pham sau sir dung va quan diem ve chiic ndng cua hanh vi tieu diing Khac biet gioi cau true chi tieu Trudc het, ket qud cho thdy nien mdu khdo sat chi tieu cho nhieu khoan, cbi chinh cbo an uong (70,4%), may mac (37,9%) va cac boat dgng vui chai gidi trf (33,7%) Nhu vdy, trudc het chi tieu cho may mac la mgt khoan chi quan trgng, chinh yeu ddi song ciia nien thj Ben canh dd, nbu da tong quan, cac nghien ciiu tmdc da chi rang nti gidi la ngudi quan tdm ban va cbi nhieu hem cho may mac so vdi nam gidi Ciing theo nghien ciiu ciia Intage VietNam vao ndm 2012, nu gioi chi cho ao qudn va cac sdn phdm cham soc sac dep nhieu hon so vdi nam gidi (16%) so vdi l%i) Tuang tu, ket qud thyc nghiem cbi cac khoan chi chinh, 49,3% nii gidi chi cho may mac so vdi chi 23,3% nam gidi (sig
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