Anh hu'dng cua quang cao truyen hinh den quyet djnh mua hang tieu dung cua khach hang tai TP My Tho, tmh Tien Giang PHAM VAM dN' TRAN THI BiCH TGYEM" DANG THj MY DUNG*" Torn tat Nghien eiiu sd dung phuang phdp phdn tich dinh luang nhdm tim cdc nhdn td thugc qudng cdo truyen hinh dnh hudng di'n quyi't dinh mua hdng tiiu ddng iqi TP My Tho, tinh Tien Giang Ki't qud nghiin cdu cho thdy, cdc nhdn to thugc qudng cdo truyin hinh tdc dgng de'n quyi't dinh mua hdng tieu diing tgi TP My Tho, tinh Tiin Giang theo mdc quan trgng gidm dan, gom: Thong diep qudng cdo; Kich bdn qudng cdo; Dien viin dgi dien; Slogan qudng cdo; Am hinh dnh Tuf khoa: cdc nhdn to dnh hudng, qudng cdo, hdng tieu dung, TP My Tho, tinh Tiin Giang Summary This research employs quantitative analysis to clarify elements of television advertising that infiuence the decisions of consumer purchasing in My Tho city, Tien Giang province The results show that elements of television advertising affect consumer purchasing decisions, in decreasing order of importance, which are Advertising message Ad script Representatives, Slogan, Audio visual elements Keywords: determinants, advertising, consumer goods My Tho city, Tien Giang province Gl(^l THIEU Ciing vdi sff tie'n bp nhanh chdng cua khoa hpc ky thudt, sff thay ddi thj hie'u cua ngffdi tieu dung la nhffng nhan td chinh tao sff thay ddi quang cdo truyen hinh (Dao Hffu Dung, 2009) Ngffdi kinh doanh chac chan can nghidn cffu mong mudn, nhu cau ciia ngffdi tieu diang de dffa nhffng quang cao truyen hinh thu hut ngffdi xem Nghidn cffu nham danh gid mffc dd tdc dpng cua cac nhan to'quang eao truyen hinh dd'n quye't dinh mua hang tieu diing cua khdch hang, tff dd de xud't cdc giai phdp gdp phan ndng cao hieu qua cdc nhdn to' cua phim qudng cao truydn hinh ve hdng tidu dung cd khach hang muc tieu tai TP My Tho, tinh Tien Giang CO sd LY THUYET VA PHl/ONG PHAP NGHIEN CLfU Ccf sd ly thuyd't va md hinh nghidn cu'u Nghidn cffu eua Dr D Prasanna Kumar va K Venkateswara Raju (2013) cho thd'y, edng tdc qudng cao cua doanh nghiep cd tdc ddng de'n vide khdi gdi nhu cau mua hang, tim kid'm thdng tin, danh gia thdng tin mua hang cua khach hang Trong dd, nghien cffu da nhd'n manh cae nhan td' ve tudi, gidi tinh hay tinh sdng tao quang cao tdc ddng de'n thdi dd, mem tin cua khach hdng ve san pham dffdc quang cao Tuy nhidn, nghidn cffu chi dffng lai d vide tdng quan ve quang cao, ehff chffa di sdu vao quang cdo truyen hinh vd chi nghien cffu eac nhdn td' ve dp tudi, gidi tinh vd sff sang tao Vinod Kushnoi vd Ruchi Sharma (2009) danh gid tdc ddng cua qudng cao truyen hinh dd'n hanh vi mua cau khach hang Nghien cffu da khang dinh, quang cdo truyen hinh tdc ddng de'n hanh vi mua cua khdch hang "TS., "ThS., " ' T h S Tri/dng Dai hoc Tien Giang Ngdy nhdn bdi: 04/02/2020: Ngdy phdn bien: 15/03/2020 Ngdy duyet ddng 19/03/2020 71 HifiH; MO HIMH DE XUAT tSGHIEN CffO Quyet dinh mua h a n g tieu d i i n g ci k h a c h liang BAfiG 1: KET QGA KIEM D[MH C R O P t B A C H ' S A L P H A STT S6' Cronlmch^s bi^n Alpba Thanh phin Kicti ban q u a n g c a o Slogan q u a n g c a o A m thanh, quang cao hinh anh D i e n vien dai d i e n ThSng di^p quang cao HgsS'tiAAig quan bien-tong tlil(p ah^'t 5 0,891 0.751 0,874 0,594 0,817 0,536 0,893 0,603 0,909 0,726 BANG : KET Q U A PHAN TICH MHAtS TO E F A Bi^'n q u a n s a t V114 vn3 vm VIP vn5 V71 V7'' V73 V75 V74 N h n t&' 0.812 O.KOO 0.775 0,774 0.757 0.882 0.822 0.787 0.764 0,687 V104 VI03 VI02 V105 VIOI 0.765 0.741 0,740 0,723 0.717 V85 V84 V81 V83 V82 V93 V95 V91 V94 V92 0,864 0.754 0.690 0,681 0.625 Tmh 0dc biet la hdnh vi eua nidn chiu tdc ddng bdi dinh hffdng quang eao, ngffdi dai didn quang cdo Trdn cd sd tham khdo cae nghien cffu cua cdc tdc gid: D Prasanna Kumar va K Venkateswara Raju, 2013; 72 - //,.- Quye't dinh mua hang tieu dung cua khdch hdng d TP My Tho, tinh Tien Giang chiu anh hffdng bdi Slogan quang cdo - / / / Quye't dinh mua hang tidu dung cua khdch hang d TP My Tho, tinh Tidn Giang chiu anh hffdng bdi Kich ban qudng cdo - H-: Quye't dinh mua hdng tieu diing cua khdch hdng d TP My Tho^, tinh Tien Giang chiu anh hffdng bdi Am thanh, hinh anh - //^; Quye't dinh mua hang tieu dung cua khdch hdng d TP My Tho, tinh Tien Giang chiu anh hffdng bdi Didn vien dai dien Phrfdng phap nghidn ciJu Dff lidu dffdc thffc hidn thdng qua cupc khao sat bang cdch phong vd'n trffc tid'p de'n dd'i tffdng Id ngffdi tidu dung trdn dia bdn TP My Tho, tinh Tien Giang^vd cdc vung Idn can, tff 18 tudi trd Idn Tdng sd'phid'u phat la 200, sd'phie'u thu hdi dffdc 200 Thdi gian thffc hien khao sdt tff thdng 05/2018-11/2019 Sau sdng loc, sd'quan sat dffa vdo sff dung de phdn tich Id 183 Dff lieu dffdc dffa vao phan mem SPSS 20 de phdn tich KET QUA NGHIEN CL/U 0.852 0.824 0,818 0,740 0.613 • Vinod Kushnoi va Ruchi Sharma 2O09, Jabnoun Al-Tamimi, 2003 Nguyen fH^ Ha, 2013, nhdm tac gia de xudt mo hmn nghien culi nhff Hinh _ Tren cd sd md hinh nghien cffu mpt sd' gia thuye't dffa la , ^ - H,: Cac nhdn td eua quang cao^eo anh hffdng den quye't dinh "^^^^ ^ § tieu diing eua khdch hdng tai TP My Tho, linh Tien Giang - H,: Quyd't dinh mua hang tieu dung cua khdch hdng d TP My Tho, tinh Tien Giang ehiu anh hffdng bdi Thdng diep y Kid'm dinh Cronbach's Alpha Kd't qua phan tieb Cronbach's Alpha (Bang 1) cho thd'y, cdc hd_sd'tffdng quan bie'n tdng cua cae bid'n deu dat tren 0,3 vd hd sd tin cdy Idn hdn 0,6 Vi vdy, td't ca cdc nhdn td' va cae bid'n deu dap ffng dffde dp tin eay va dffdc dffa vdo phdn tich cde nhdn tdkham phd (EFA) Kd't qua ph^n tich EFA Ke't qua phdn tich EFA (Bang 3) cho tha'y: He sd KMO = 0.877 vdi j^ffc y nghia 0.000 kiem dinh Bartlett's test Nhff vdy, gia thie't H^ Cac bie'n khdng ed tffdng quan tong the bi bdc bo, tSc la cdc bien cd tffdng quan vdi vd thda man dieu kien phdn tich nhdn to' nhdn td' trich dffdc deu cd be so' tdi nhdn td (factor loading) > 0,5, didu ehffng td eac bie'n va nhdn td cd quan he chat che vdi nhau, dam bao mffc y nghia thid't thffc ciia EFA Tong phffdng sai trich la 54,496% > 50% Chi sd Eigenvalue cua nhdn td d^u Idn hdn 1, nen nhdn td' deu dffdc giff lai md hinh phdn tich Cu the Id: V7- Kich ban cua qudn^ cao; V8 - Slogan cua quang cdo; V9 - Am thanh, hinh anh; VIO- Didn vien dai dien; V l l Thdng diep quang cdo Nhff vdy, thang cdc nhan td thuoc quang cdo anh hffdng dd'n quye't dinh mua hang tieu dung dffdc xac dinh bdi nhdn td'vdi 25 bie'n quan sdt Phan tich h6i quy Md hinh hdi quy tuye'n tinh bdi: QCTH = b,^ + b*V7 + b^*V8 + fe/V9 BANG 3: CH! SO KMO KHI PHAN TICH MHAN TO Chi s6' KMO 0,877 Bartleti's Test of Sphericity Approx Chi-Square 3026.034 Df 300 Sig 0,000 BAMG 4; CAC THOMG TIN CGA MO HINH H | QUY Nh3n td' B T (Constant) VII 0,362 V7 V8 0.238 0,189 V9 VIO 0,186 0.200 F R R square Dur bin-Wat son Sig 0,414 0,551 0.721 0,705 0.761 0,500 86,674 VIF 0,000 0,000 0,000 0,000 1,815 1,388 0,001 0,000 2,000 1,418 1.314 0,843'^ 0,710 1,761 Nguon Tmh toan c ua nhom IdC gia Trong : - QCTH: Quang cdo truyen hinh; - by, bj, b,, hy b^, bj ]k ede he so'tffdng ung; V7: Kich ban cua quang cao; V8: Slogan cua quang cao; V9: Am thanh, hinh anh; VIO: Dien vidn dai didn; VI1: Thong diep quang cdo Kd't qua kiem nghidm cdc bid'n ddc lap (V7 de'n VI1) deu cd Sig = 0,000 Dieu ndy cho thd'y, cdc bid'n dffa vdo deu cd y ngbia ve mdt thd'ng ke vd md'i quan he tac dpng Idn bid'n phu thudc - Quye't dinh mua hang tidu dung cua khdch hang d TP My Tho tinh Tien Giang Nhff vdy, md'i quan hd tich cffc giifa tffng bid'n ddc lap vdi bie'n phu thudc dffdc cha'p nhan Ddnh gia dd phu hdp cua md hinh: Hd sd R- (R Square) md hinh la 0,710 Dieu ndi len dp thich hdp cua md hinh la 71,0% Hay ndi cdch khdc la 71,0% sff bid'n thien cua quye't dinh mua hang tidu diing cua khach hang d TP My Tho tinh Tien Giang dffde giai thich chung bdi ede bie'n ddc Idp Md hinh bdi quy dffdc thd hien nhff sau: QCTH 0,414 + 0,362*V11 -H 0,238* V7+ 0,189*V8 + 0,186*V9 + 0,200*V10 Hay: Qudng cdo truyen hinh = 0,414 + 0,362*Th6ngdiip qudng cdo + 0,238*-Kich bdn quango cdo + 0,189*Slogan qudng cdo + 0,186*Am thanh, hinh dnh + 0,200* Diin vien dgi dien KET LUAN VA KIEN NGHj GIAI PHAP Kd't qua nghidn cffu eho tha'y, ed nhan td' thudc quang cdo truyen hinh tac ddng de'n quye't dinh mua hdng tieu dung cua khach hang d TP My Tho, tinh Tien Giang, gdm: Kich bdn cua quang cdo; Slogan cua quang cdo; Am thanh, binh anh; Dien vien dai didn; Thdng diep quang cdo Trong dd, nhdn td'Thdng diep quang cdo cd tae dpng manh nha't Trdn cd sd ke't qua nghien cffu, nhdm tdc gia de xud't mdt so' giai phdp gdp phan ndng cao hieu qua eac nhdn td' cua quang cdo truyen hinh nhdm tdc ddng tich cffc de'n quyet dinb mua hdng cua khdch hang Cu the la: Ve nhdn td Thdng diep qudng cdo De ldi cudn va thuyd't phuc ngffdi ^xem quang cao truyen hinh can phai chan that, the hien dffde ldi ich that sff cua san pham, dd hieu, kich thich dffdc sff mong mudn ve sdn ph^m cua khdch hang va tao dffdc sff khac biet, ddc ddo, sdng tao Do vay, qudng cdo truyen hinh can hffdng de'n khdch hang muc tieu, nghidn effu, khdo sdt ddc diem, nhu eau khdch hdng dd' dffa thdng diep kich thich dffdc sff mong mudn ciia khdch hdng Cdc nha quan trj can nghidn cffu, dffa nhffng thdng diep y nghia, the bidn dffdc gid tri sdn pham cua doanh nghidp Thdng diep can truyen tai dffdc ldi (eh that sff md khach hdng can (ldi ich ly tinh va ldi ich cam tinh), khdng ndi qua hoac dung nhffng hinh anh qua sff that Bdi, khdch hang tai TP My Tho rd't quan tam dd'n tinh chan that cua quang cdo, tff dd tao mem tin cua hp ddi vdi cae san pham va dich vu cua doanh nghiep Vi du nhff: Nhffng thdng didp "lien he xa hdi" dl khac ghi tdm tri khdch hang vd tao eho khdch 73 hang ed niem tin ve san phd'm dich vu, tff thuyd't phuc khdch hdng mua hang Dd'i vdi nhffng thdi diem dac bidt (nhiing ngdy, mua le hdi: Te't, Noel, Ngay gia dinh Viet Nam, Nhd gido Vidt Nam, Qudc te' phu nff, Phu nff Viet Nam, Qud'c td' thid'u nhi, Qud'c te' lao ddng ), nhffng thdng didp truyen tai dffa tren vdn hda truyen thd'ng hay thdng tin qud'c hdn, qud'c tiiy thffdng dffdc khdch hdng tie'p nhdn de ddng hdn Ve nhdn toKich bdn qudng cdo Kich ban quang cdo Id cd hpi de ke' edu chuydn ve sdn pha'm va dich vu cua mot doanh nghidp ndo dd Ddy la cdch tffdng tdc day thii vi, md thdng qua dd mpi thff trd ndn sd'ng dpng hdn Tff do, khac hpa nen nhffng gid tri doe ddo, cung nhff net cd tinh ve tffng san phd'm, dieh vu dd'n thi trffdng va tam tri khdch hang Phdn tich ky ddc die'm, tinh each khach hang, khao sat mong mud'n cua hp de cd dffdc mot kich ban gan gui vdi hp, qua dd truyen dat dffdc thdng tin, cung nhff thdng diep mdt each day du nhd't Vi theo nhff khao sdt khdch hang, thi nhdn td'tao nen kich ban td't la gan gui ngffdi xem, xuyen sud't ve y tffdng, cd nhan to'ba't ngd, ^ tffdng ddc dao Ndng eao tinh giai tri bang cdch them vdo nhdn td dm nhac, hinh anh Ddc biet la sff hdi hffdc, ndi dung hai phai vui tffdi, hdp thdi, duyen ddng, ldm ngffdi xem vui ve, thodi mdi hp se thich xem quang eao nhieu bdn Ddng thdi, ndi dung qudng cao va nhdn td' hai hffdc phai long ghep vdo nhau, hai hda vdi Ddc bidt, can the hidn thdng diep mud'n truyen tdi vao kich ban quang cdo, xdy dffng cae nhan to tao ba't ngd, tao d'n tffdng manh cho ngffdi xem thdng qua vide xdy dffng thdng didp, noi dung kieh ban tiem dn Ve nhan toDien vien d^i dien Dien vidn la mot nhdn td' quan trpng qudng cdo truyen hinh Dd' quang cdo hieu qua, thu hut dffde nhieu ngffdi xem thi can cd nhffng didn vien gdy dffdc sff chti y, quan tdm cua khan gia; phu hdp vdi san phd'm quang cdo Do vdy, Iffa chpn didn vien dai dien doanh nghidp cdn quan uim ut' nhdn tdquan trpng, nhff: - Cd tinh; , , ,LJ -Ldi sd'ng, phong cdch sdng cua un trffdng muc tieu; ,' - Pham vi tac dpng (mffc dp noi tieng eua dien vien dai didn); - Uy tin Ve nhdn td Slogan qudng cao Slogan la eau dinh vi thffdng hieu qudng eao Sii- dung cdu slogan quang cdo khdng chi ddn thuan la viec gdn mdt cau slogan vao quang cao bdi mdt mdu quang cdo ed slogan khong h^n se hieu qua hdn man quang cao khdng cd cdu slogan Mot cau slogan khdng lien quan gi den quang cao se khd cd the ddng gdp vdo thdnh cdng cua mdu quang cdo hay thffdng hieu Dpi ngu sang tao phai kd't hdp thffdng hieu va slogan nhff the nao dd slogan cd the ndng eao hinh anh thffdng hidu ^ Ve nhdn td Am thanh, hinh dnh Doanh nghidp can khdng ngffng ddi mdi dp sac net cua hinh anh, nang cao chd't lffdng dm thanh, nghidn cu\i sap xep bdcue vd lien ke't dm thanh, hinh anh hdi hda vdi Cde nha lam phim quang cao can phai rd't tinh td' sdng tao Ho cIn phai nhan nhffng tinh^nang, ffu diem ndi bat nhd't eua san pham Sau dd, tim ra, ldm ndn nhffng dm thanh, hinh anh cd the vffa cd tinh lidn ke't vdi thdng tin san pha'm, vffa kieh thich manh me dd'n gidc quan cua ngffdi xem Vi du nhff: su" dung eac hieu ffng dm de "ddnh thffc" cam xiic ngffdi xem vd am hinh anh phCi hdp vdi tffng dp tud'i.Q TAI LIEU THAM KHAO Dao Hffu Dung (2015) Qudng cdo truyen hinh nen kinh ti' thi irUdng, Nxb Dai hpc Qud'c gia TP Hd Chi Minh Hoang Trpng va Chu Nguydn Mdng Ngpc (2008) Phdn tich dd liiu nghiin cdu vdi SPSS, Nxb Hong Dffc Nguydn Thu Ha (2013) Nghien edu dnh hudng cda chii'n lugc qudng cdo trudc hdnh vi mua cua ngudi lieu dUng trudng hgp Cong ty Sua TH True Milk, Ludn vdn thac sy, trffdng Dai hpc Kinh te', Dai hpc Qud'c gia Ha Ndi Dr b Prasanna Kumar & K Venkateswara Raju (2013) The Role of Advertising in Consumer Decision Making, Journal of Business and Management, 14(4), 37-45 Gerbing & Anderson (1998) An Update Paradigm for Scale Development Incorporing Unidimensionality and Its Assessments, Joumal of Marketing Research, 25(2), 186-192 Jabnoun, Al-Tamimi (2003) Measuring perceived service quality at UAE commercial banks International Journal of Quality and Reliability^ Management, 20(4), 458-472 Vinod Kushnoi and Ruchi Sharma (2009) The impact of Television Advertising on Buying behaviourA comparative study of Urban & Rural Teenager, JK Joumal of Management & Technology, ] (2) 74 ... Quye't dinh mua hang tieu dung cua khdch hdng d TP My Tho, tinh Tien Giang chiu anh hffdng bdi Slogan quang cdo - / / / Quye't dinh mua hang tidu dung cua khdch hang d TP My Tho, tinh Tidn Giang chiu... dinh mua hdng tieu diing cua khdch hdng d TP My Tho^, tinh Tien Giang chiu anh hffdng bdi Am thanh, hinh anh - //^; Quye't dinh mua hang tieu dung cua khdch hdng d TP My Tho, tinh Tien Giang. .. dinh "^^^^ ^ § tieu diing eua khdch hdng tai TP My Tho, linh Tien Giang - H,: Quyd't dinh mua hang tieu dung cua khdch hdng d TP My Tho, tinh Tien Giang ehiu anh hffdng bdi Thdng diep y Kid'm