Chuyen muc: Quan tri - Quan ly - TAP CHI KINH TE & QUAN TRI KINH DOANH S6 12 (2020) DO Ll/OfNG CAC NHAN T ANH HlTdNG T I Y DINH HANH VI MUA T H U C P H A M SACH CUA CAC HO GIA DINH SONG CAC CHUNG CU^ TAI THANH P H HA NOI Dam Van Khanh Tom tat NghiSn cuu ndy tap trung phdn tich nhimg yiu td tac dong din y dinh hanh vi tieu dung thuc phdm sach cua cdc ho gia dinh sdng & cdc chung cu tgi Hd N6i Ly thuyit vi hdnh vi hoach dmh (TPB) duac sie dung ddng thai v&i phucmg phdp phdn tich tm cay Cronbachs Alpha, phdn tich nhdn td khdm phd (EFA) vdphdn tich hdi quy bdi, ven phuang ti&n SPSS 20.0 Viec kiim dinh duac thuc hien ddi v&i 368 mdu nghien cuu Kit qud cho thdy cdc yiu td thai do, su quan tdm t&i sue khoe, chdt lucmg vd su an todn cua thuc phdm sgch, chudn muc chu quan, gid tde dong din y dmh hdnh vi mua thuc phdm sgch cua ngu&i tieu diing; su quan tdm tin sue khoe, chdt luong vd su an todn co tde ddng l&n nhdt din y dinh hdnh vi mua Yiu td gid co tac dong it hon Kit qud cua nghien euu sS cung cdp eho eac doanh nghiep sdn xudt vd kmh doanh thuc phdm sgch nhitng thdng Un hiru ich vi cdc nhdn td tde ddng tin ^ dinh hdnh vi cua ngu&i tieu diing mua thuc phdm sach, tu cdc doanh nghiip ndy se phdt trien cdc chiSn luac marketing hiiu qud de bdn hdng dat doanh sd cao Tu khoa: Y dinh hdnh vi, Thuc phdm sach, Ly thuyit vi hdnh vi hoach dinh, cdc ho sdng & chung cu FACTORS AFFECTING THE BEHAVIORAL INTENTION OF COSUMING FRESH FOOD OF APARTMENT HOUSEHOLDS IN HANOI Abstract This study focuses on analyzing the factors that influence the behavioral intention so as to consume fresh food of households living in apartments m Hanoi The theory of planning behavior (TPB) is uulised simultaneously with Cronbachs Alpha reliability analysis method, exploratory factor analysis (EFA) and mulhple regression analysis, using SPSS 20.0 Testing was performed on 368 observanons in the study The results show that factors such as attitudes, attention to health, quality and safety of fresh food, subjective standards, and prices influence consumers' intention to buy fresh food Particularly, attenuon to health, quality and safety have the greatest impacts on purchasing intention The price factor has fewer impacts The results of the study will provide fresh food production and trading companies with useful information about the factors that influence consumer's intentions when buying fresh food As a result, they will develop effective marketing strategies so as to achieve high sales Keywords: Behavioral intention, fresh food, theory of planning behavior (TPB), apartment households JEL classification: D; D12; D18; D2 Dat van de loai nang, thudc bao ve thuc vat, hda chat ddc Thuc pham cung cap nguon dinh dudng hai, hda chat bao quan Mdi nguy hai ve mdi eiing nhu sice khde eho moi chimg ta Tuy nhien, trudng nhu d nhigm vg khdng Day la cac tac su dung thuc pham, chiing ta phai doi mat nhan hang dau gay cac bgnh ly nguy hiem nhu vdi cac mdi nguy hiem vg sue khde Dd la cac tigu dudng, tim mach, ung thu [1] Thuc pham moi nguy ve sinh hpc (vi khuan, vi nit ,) gay an toan hay thuc pham sach giiip giam tbieu cac cac benh tmyen qua thuc phim, anh hudng mdi nguy hai ndi tren Hign tai Ha nghigm dgn siie khoe eon ngudi, nhu rieu ndi sd luang eac chung eu phat trien rat nhanh, chay, viem gan,,,.ngoai cdn gay anh hudng nhUng hd gia dinh sdng d cac can ho chung cu den chat luong san pham: Gay thoi, nhun, suy dgu tiiudng mua thuc phlm hang va cac giam hoac bien doi chat luang thuc p h ^ , td dd nhu yeu pham d cac sieu tiii cd uy tin canh gay nhiem ddc hoac tao cac nguyen nhan gay khu thi hoac cae cua hang tien dung benh cho eon ngudi Moi nguy vg hda hoc: Kim dudi eac tda nha chung eu, nhu eau thue pham Chuyen muc: Quan trj - Quan ly - TAP CHI KINH TE ^ sach la vd cimg cap thiet va cang tang cao Da ed nhieu nghien ciru ve thue pham sach nhu nghien ciru vg y dinh sii dung thuc pham rau an toan, nghien ciiu ve hanh vi mua thuc pham an toan, nghign ciru vg hanh vi su dung san pham ndng nghiep hiiu ca ^'a ngoai nudc Tu>' \ay vigc tigu thu thue pham sach ddi cdn gap nhigu khd khan, De thuc day vigc nang cao doanh sd ban hang cho san pham la thuc pham sach cung nhu khu>en cao ngudi tigu diing, vigc nghign ciiu < djnh hanh vi mua thuc pham sach la mdt dieu can thigt, Cff Sff ly thuyet va mo hinh nghien ciiii 2.1 Mgt sd khdi niem chung * Thuc phdm sack: La thuc pham khdng chira chat ban \a cd nguy CO gay bai cbo sire khde cua ngudi nliu: Chat hda hoc ddc bai tir thudc trd sau, cac ion kim loai nang, cac ngudn d nhiem ca hpe nhu phan ha\" nudc ban, cae vi sinh vat hay don gian la bui ban tir mdi trudng nhiem vao thue pham toan bd ehudi san xnaat va cung irng thue phamfl] Thuc pham sach bao gdm thuc pham khdng d nhiem, thuc pham smh thai va thuc pham huu ca Theo Zhang va cdng su, (2002) thuc pham sinh thai thai cdn goi la thue pham xanh, la san pham thuc pham duac san xuat digu kien sinh thai la thuc pham khdng d nhigni, tuan thii cac qu>" dinh ciia co quan chuyen mdn cd tham quygn [2], Ddi vdi thuc pham hiru CO theo Nghi dinh 109/2018/ND-CP 29/8/2018 cua Thii tudng Chinh phii dd la La san pham san xuat theo nguygn ly ndng nghiep huu CO, dupe san xuat va chg bign theo qm" trinh ciia san pham hiru co, dupc co quan cd tham qu^'cn eua td chire ndng nghiep huu co xac nhan va cap chiing chi [3] * Y dinh mua: Y dinh: La mpt ygu td dimg de danh gia kha nang thuc hien hanh vi tuang lai [4] Theo Ajzen (1991), y dinh la mdt yen td tao ddng luc, nd thuc day mdt ca nhan san sang thuc hien hanh vi [4 tr 181] Y dinh mua: La su san sang cua khach hang viec mua san pham ( Elbeck, 2008) [13] 2.2 Tdng quan vi md hinh lu&ng cdc yeu to tac dgng tdi hanh vi tiiu diing thuc pham sach Thuygt hanh vi hoach dinh iTlieory of Planned Behavior - TPB), (Ajzen 1991) la su phat trign cai tign ciia tiiu\ct hanli ddng hap ly (TRA) (Ajzen va Fishbein, 1975) [5, 6], Theo Ajzen su ddi cua tiiu>et hanh W hoach dinh TPB xuat phat tti gidi han eua hanh vi ma ngudi cd it su kiem soat dii ddng co cua doi tupng la rit cao tir thai dd va tieu chuan chd quan nliung mdt sd trudng hop ho van khdng thuc hien hanh vi vi cd cac tac dpng ciia digu kien ben ngoai len y dinh hanh vi Ly tiiuygt da duoc Ajzen bd sung tir nam 1991 bang vigc de tiiem \gu to kigm soat hanh vi nhan thirc (Perceived Behavioral Control) Nhan tiiiic kigm soat hanh vi phan anh viec de dang hay khd khan chi thuc hien hanh vi va viec thuc hien hanh vi dd cd bi kigm soat hay han chg hay khdng [4] (Ajzen, 1991, tr,I83) Theo md hinh TPB, dpng CO hay y dinh la nhan td thiic day eo ban cua banli VI tieu dimg ciia ngudi tieu diing Ddng co haj- y dinh bi dan dat bdi ba tien td co ban la thai do, chuan chu quan va kiem soat hanh vi nhan thiic [5] Hansen va cdng su (2004) da kigm dinh ca hai md hinh TRA va TPB, ket qua cho thay md hinli TPB giai thich hanh vi ciia khach hang tdt hon md hinh TRA [7] Nghign cuu ciia Nguyen Phong Tuan (2011) dupc thuc hien tai phd Ha ndi va phd Hd Chi Minh da chi anh hudng cua cac nhan td thai dp vdi mdi trudng, nhan thiic vg gia tri, su quan tam tdi sue khde, hieu biet ve tiiuc pham an toan va chuan muc chii quan cd quan he rd rang vdi y dinh mua thuc pham an toan cua ngudi tieu dung [8], Nghign cuu cua Nguygn Thanh Huong (2012) duoc tiiuc hien tai TP HCM cho tiiay cac nhan td chu yeu anh hudng d6n y dinh mua rau an toan ciia ngudi tigu dimg la gia ca cua san pham va niem rin vao san phim [9] Nghign ciiu cua Anssi Tarkiainen va Sanna Sundqvist (2005) chi y dinh mua thuc phSm an toan cd the du doan bSng thai dp cua ngudi tigu diing va thai dd ciia ngudi tigu diing phu thudc vao chuan muc chu quan eua moi ngudi [10] Chuyen muc: Ouan trj - Quan ly - TAP CHI KINH TE & QUAN TRI KINH DOANH SO 12 (2020) Nghien cim cua Dickieson va cdng su (2009) cho rang, hanh vi mua cac sSn pham thuc pham ciia ngudi tigu dimg tai Anh bj anh hudng bdi cac nhan td nhu su quan tam tdi sire khde, chat luong cam nhan, tin tudng vao nhan hieu va sir quan tam tdi an toan thyc pham deu cd anh hudng thuan chieu tdi y dinh mua cua ngudi tigu diing, yeu to gia la yeu td can ngudi tieu dung mua san pham [11] Nghien ciiu cua Pittawat Ueasangkomsate and Salinee Santiteerakul (2016) tai Thai Lan chi mdi quan hg giiia cac yeu td siic khde, ngudn gdc san xuat thuc pham sach, mdi trudng, su an toan ciia thuc pham cd Anh hudng tich cue tdi thai dp hanh vi mua ciia ngudi tieu diing [12] 2.3 Mo hinh nghien ciru va gid thuyet nghien c^u Thdi dd ciia nguin tieu diing doi voi ihuc phdm sach: Thai dp bao gid ciing hudng den mdt doi tupng cu the, vi du nhu vdi mot nhan hieu vg thue pham nao do, mdt cira hang rau sach cd uy tin, mpt quang eao Khi quygt dinh mua mpt san pham, thi ngudi tigu dimg thudng chpn cai ma minh ua thieh hon ea Thai dp ddi vdi san pham la cam xiic ciia ngudi tigu dimg ddi vdi san pham va nhirng loi ich ma san pham dd mang lai cho ca nhan ngudi tigu dimg HI duac di xudt Thdi cUa ngu&i tieu diing ddi V&I thue phdm sgch e& tde dong lieh cue tin y dmh mua thuc phdm sach ciia nguai Ueu diing Su quan tdm t&i siec khde: Ngudi tigu dimg luon quan tam tdi siic khde, bdi vay nhung dd an thirc uong hang ma hp dimg deu phai sach se va nhat la d vimg phd, san pham rau thit mua deu phai ed ngudn gdc xuat xii rd rang Moi quan tam vg siic khde la ly de ngudi tieu dimg mua thuc phim sach H2 duae de xudt Su quan tdm t&i siec khoe CO lac ddng tich cue tin y dinh mua thuc phdm sach ciia nguai tieu dung Nhdn thiec ve chdt luang vd su an todn Ngudi tieu dimg se ludn cam thiy >'en tam va an tdan sir dung thyc pham tuoi, sach, ed nguon gdc xuat xii rd rang Khdng mua cac sin pham khdng rd ngudn gdc xuat xii, khdng vi ham re ma mua hang, ygu eau ngudi ban hang dam bao an toan thue pham Williams va Hammitt (2001) phat hien rang ngudi rigu dimg tm rang san pham rau hiru co cd it nil ro hon cho ngudi tigu diing so vdi cae san pham thdng thudng [14] B&i vdy H3 duac de xudt: Nhdn thitc ve chdt luang vd su an todn cua cdc thuc phdm sgch eo dnh huong tich cue tai y dinh mua thuc phdm sgch cita ngucn tieu dung Chudn muc chu quan- Theo Ajzen (1991): Chuan myc chii quan la nhan thiic ciia ngudi vg vigc phai ling xir thg nao cho phii hpp vdi ygu cau cua xa hdi [4] Chuan muc chii quan cd the duoc md ta la nhan thiic eua ca nhan ve cac ap lyc cua xa hdi ddi vdi viee thyc hien hay khdng thyc hien mdt banh vi Ddi vdi y dinh mua thye pham sach, ngudi tieu dimg chiu anh hudng cua ngudi than gia dinh hay ban be hoac la nhdm tham khao eua ho Do H4 duac di xudi: Chudn muc chu quan CO dnh hu&ng tich cue ten y dinh mua thuc phdm sgch cua ngucn tieu diing Gid cd cua thuc phdm sgch Gia la luang tien phai tra cho mdt san pham hay dich vu nao dd Gia la mdt ygu td cd anh hudng tdi ngudi tieu dimg mua thuc pham sach, ngudi tigu dimg thudng quan tam tdi gia ciia thyc pham sach ma ho mua Dat hoac re hay miic gia cd the chap nhan dupe H5 duac di xudt: Gid thuc phdm sach co ide ddng tieh cue t&i y dinh mua thue phdm sach ciia ngu&itieudiing Tii' tong quan ly thuyet tac gia de xuat md hinh nghien cuu nhu sau: Chuyen muc: Quan tri - Quan Iv - TAP CHI KINH TE Thai dp Chuan muc chu quan Hinh • Mo hinhnghien ciru de xudt Phirffng phap nghien cihi 3.1 Nghiin cira dinh tinh De tien hanh nghien ciru dinh tinh tac gia da tien hanh kigm tra, sang Ipc va xac dinh mdi quan hg giira cac bien md hinh ly thuyet, tren co sd dd dg xuat md hinh nghign cim, Han niia, nghien ciiu djnh tinh edn nham hieu chinh va phat trien eac thang ke thira tir eac nghign ciiu trudc day cho phii hop vdi bdi canh nghien eiiu De dat dupe cac muc tieu trgn, tac gia da thuc hien cac cupc phdng van sau theo phuong phap phdng van ban cau triic vdi nhirng khach hang mua thyc pham sach tai cac sieu thi dudi cac chung cu Ket qua cho thay bgn canh cac bign nhu thai dp cua ngudi tieu dimg, chuan muc chii quan nhu ly thuygt TPP thi y dinh mua thuc pham sach cdn bi anh hudng bdi eac bien nhu: Su quan tam tdi siie khde, chat lupng va su an toan, gia ciia thuc pham sach 3.2 Nghiin cieu dinh luang 3.2.1 Thang vd mdu nghien cini Cac thang dupc xay dung va phat tnen tir CO sd ly thuyet va mo hinh nghien cuu Cae thang duoc dich sang tieng Viet tu nhirng thang da duoc sii dung riong eac nghign ciiu duoc cdng bd trudc Thang duoc su dung nghien eiiu la thang Likeri vdi mirc dp phd bien- Rat ddng y, ddng y, binh diudng, khdng ddng y va rat khdng ddng Ngudn: Tac gid de xudt y Cac bign va cau hdi khao sat dua tren eac nghien eiiu vg y dinh hanh vi cita cac tac gia sau: Azjen, I (1991) [5] Nguyen, Phong Tuan (2011) [8] Le, Thuy Huong (2014) [15], va eac nghien ciiu khac cimg vdi nhirng gpi y ve thang cua cac chuyen gia Trong thdi gian thang 6/2019 dgn thang 10 nam 2019, tac gia da lya chpn Khu thi My Dinh thuoc quan Nam Tir Liem phd Ha Ndi, dac trung ciia khu vuc la cd ca to hop khu chung cu cao cap nhu Vinhomes Gardenia danh cho cac hd gia dinh cd thu nhap cao va ed ca td hpp khu chung eu dugc xay dung tir dau nhiing nam 2007 dgn nam 2013 danh cho nhiing hd gia dinh cd thu nhap trung binh va thap, Cach thiic lay mau dupc thyc hien thdng qua phucmg phap lay mau tien lai (Convenience sampling) tai cac sigu tbi dudi cac tda nha chung cu hoac eac sigu thi tien Ipi canh dd So ban hdi phat 420 bang can hdi, thu vk 385 bang cau hdi, cd 368 phieu hop le vdi t>- lg hpp Ig de sir dung phan tieh dat 87,6% 3.2.2 Phucmg phdp phdn tieh dUJieu Phuong phap phan tich du lieu dupe diuc hien, bao gdm: Phuong phap thdng kg md ta, phan tich nlian td kham pha, kiem dinh thang (Cronbach's Alpha), he so Pearson dupc sii dung de phan tich moi tirong quan giua eac bien dinh luong, phan tich hdi oyxy - kiem dinh cae gia thuyet Chuyen muc: Quan tri - Quan ly - TAP CHI KINH Tfi & QUAN TRI KINH DOANH SO 12 (2020) K8t qua nghien ciiii va thao luSn 4.1 Thdng ki mo ta mau theo biin kiim sodt Bang 1: Ddc diem mdu nghien ciru (n = 368) Dac ai6m* So lu-ffng Ti le % Gidi tinh Dp tuoi Trinh dp hpc van Thu nhap Nam 97 26,4 Nir 271 73,6 18 den 25 86 23,4 26 den 36 92 25,0 36 den 46 115 31,2 Hon 46 75 20,4 Tot nghiep cao dang/trung hpc 74 20,1 Tdt nghiep dai hpc 219 59,5 Tdt nghiep sau dai hoc 15 4,1 Khac 60 16,3 < 5.000,000 ddng 154 41,8 5000,000 den 10,000,000 ddng 181 49,2 33 9,0 >I0,000.000ddng Nguon: Tac gid dieu Ira va phdn lich, 2019 4.2 Xdc dinh sd lugng cdc nhdn to dnh hu&ng dieu kien phan tich nhan td Ngoai ra, 19 bien Kgt qua phan tich nhan td cho tiiay ehi so quan sat hdi tu vao nhan td (dimg theo md hmh KMO la 0,782 > 0,5 digu chiing td du lieu ly thuyet) cd gia tn Eigenvalue Idn hon va giai dimg de phan tieh nhan td la hoan toan thich hop thich 63,426% sy bien thien ciia dii ligu Gia tii hdi tu nhan td cua cae bien quan sat dgu ldn hon Ket qua kiem dinh Bariett:'s la 10546,447 vdi 0,5 Do dd, tat ca cac bien dgu duoc giii' lai miic y nghia (p_value) sig = 0,000 < 0,05, nhu md hinh vay cac bien cd tuong quan vdi va thda Bang 2: Kit qud phdn tich nhdn to eho bien ddc lap Nhan to Chuanmueehuquan2 ,787 ,772 Chuanmucehuquan4 ,732 Chuarunucehuquan ,692 Chuanmueehuquan3 ,754 Suquantamsuckhoe ,742 Suquantamsuckhoe4 ,735 SuquantamsuckhoeS ,581 Suquantamsuckhoe2 ,777 Thaidol ,737 Thaido3 ,671 Thaido4 598 Thaido2 ,798 Giai ,763 Gia3 ,721 Gia2 ,763 Chatluong & suan toan4 ,687 Chatiuong & suan toan ,613 Chatluong & suan toanS ,554 Chatluong & suan toan2 Nguon- Tac gia long hop tie kil qud xie ly ti-en phdn mem SPSS 20.0 Chujcn muc: Quan trj - Quan ly - TAP CHI KINH TL _ Bdng 3: Ket qud hem dinh tin cdy thang Yeu to So bien Hes quan sat Cronbach's Alpha 0,780 Thai 4 Sir quan tam tai Sue khoe Chat luong & su an toan Gia Y dinh mua Hes6tu'omgc an Bign tdng nho nhat 0.588 0.633 0,657 0,517 0,475 0,531 0.832 0,786 Chuan muc chu quan 0,752 0.809 0,794 Ngudn Tac gid long hcrp tiekil qud xie ly Iren pluin mem SPSS 20.0 4.4 Ph&n tich tucmg quan De kiem dinh moi tuong quan giua cac bign, tac gia da sir dung kgt qua pban tich bang ma tran Pearson, kgt qua cho thi>' mdi quan he giiia bign phu thudc vdi cac bign ddc lap dgu cd tuong quan vdi tai muc y nghia thdng ke 0,01 Do vay cac bien dpc lap dua vao phan tich hdi quy la phu hap (Ket qua d Bang 4) 4.3 Kiim dinh dd tin cay cua thang Ket qua d bang cho thay kgt qua thu duac tir dp tin cay Cronbach's Alpha deu ldn hon 0,7 va he sd tuong quan bien tdng deu ldn ban 0,3; diSu dd cho thay thang cac khai mem deu dam bao ygu cau ve dp tin ca\" Bdng 4: Ma trgn lucmg quan giira cdc thang md hinh (N = 368) TL -• JThai Thai dp Su quan tam Sire khoe Chat luong & su an toan Chuau muc chu quan Gia Y dinh mua -• ' tam sire ,., Chat lirffng „ :, & sir an toan Chuan mu-c , chu quan Gia Y dinh mua ,534" ,567" ,472" ,552" ,443" ,505" ,582" ,485" ,525" 563" ,585" ,574" 1 ,472" ,485" 487" ' CoiTelalion is sigmficani al the 0,01 level (2-lailed) Ngudn Tac gid long hgp tie ket qua xie Iy Iren phdn mem SPSS 20.0 dimensionO I ? 5: Bdo cdo long quat ve md hinh hdi quy Std Change Statistics Ad usted —— „ R ' Error of R DurbinR ^ R F Sig.F Square the Square dfl df2 Watson Square Change Change Estimate Change 722^ 522 515 53689 522 79.225 363 000 f a Predictors: (Conslanl) TD, SK, SATdCL b Dependeni Variable: TDM CMCO GIA Nguon Tac gid long hop lie kel qud xir ly Iren pfidn mini SPSS 20 4.5 Ddnh gid su phii hap cua md hinh hdi quv tuyin tinh boi Gia tri R- hieu chmh cua md hinh hoi quv bang 52,2 % cho tha>- cac bign doc lap dua vao md hinh giai thich duoc 52,2 % sy thay ddi ciia bien phu thude Chuyen muc Quan tri - Quan ly - TAP CHi KEMH TE & OUAN TRI KINH DOANH SO 12 (20201 Model Regression Bdng Kiim dmh ANOVA" Sum Squares df ANOVA Mean Square 114,184 22.837 Residual 104 6 288 Total 218.820 F Sig, a Predictors (Conslanl) TD, SK, SAT&CL CMCO, GIA b Dependeni I 'ariable: YDM Nguon: Tac gid tdng bap tie kit qud xie ly Iren phdn mem SPSS 20 Kgt qua cho thay gia tn kiem dinh F ^ 79,225 vdi mirc y nghia Sig - 0,000 < 0,05 Digu chimg td rang md hinh hdi quy xay dung phii hop vdi bp du lieu thu thap dupc, Ket qua phan tich cho hg sd phdng dai phuang sai VIF cua cac bien ddc lap deu be han (tij 1,225 den 1,682); he sd Durbin Watson dimg dg kiem dinh tuong quan chudi bac nhat cho thay md hinh khdng vi pham sir dung phuong phap hdi quy bdi vi gia tri dat duac la 1,820 (gan bang 2) dd cd the ket luan khdng cd hien tu'png da cdng tuyen Bdng Kel qud hoi quy Hg so chu'a chuan hoa He so chuan hoa Std Error Hang so Thai dp ,008 ,193 Gia tri (T) Mircy NghTa (Sig.) ,044 ,025 Thong ke da cong tuyen Dung sai VIF 1,225 ,274 ,040 ,268 6,527 0,042 0,816 ,610 ,056 ,395 8,914 ,000 ,549 1,822 ,467 ,054 ,372 8,287 ,000 ,663 1,519 Chuan m u c chii quan ,075 ,044 ,077 1,720 ,016 ,656 1,524 Gia ,037 ,058 ,030 ,634 ,026 ,595 1.682 Su quan tam Sue khoe Chat lupng & su an toan Bien phu Ibuoc Y dinh mua Ngu on Tac gia long hap tit liet qua) ir ly trei phdnmem 4.6 Kit qua hoi quy Kgt qua phan tich hdi quy cho thay ca nam bign doc lap gdm "Thai dp", ''Sy quan tam Siic khoe", "Chat lupng & su an toan", "Chuan myc chii quan" va "Gia" cd he sd Beta chuan hda lan luat la 0,395; 0,372; 0,268 0,077 va 0,030 vdi miic y nghTa (Sig.) nhd hon 0,05, Nhu vay, cac gia thuyet HI, H2, H3, H4 va H5 deu dupc chap nhan he sd Beta chuan hda deu >0 cho thay cac bign ddc lap tae ddng ddng bien vdj y dinh mua,Tu: ket qua ciia kiem dinh gia thuygt, nit md hinh hdi quy: SPSS 20.0 Y dinh mua - 0,268 Thai dd + 0,359 Sue khde + 0,372 Chit luang va su an toan + QS^ll Chuan myc chu quan + 0,030 Gia Kgt qua md hinh hdi quy cbo tha>' ygu td anh hudng Idn nliat dgn y dinh mua thuc pham sach la sy quan tam siic khde (p = 0,395); rigp theo la yeu to chat lupng & sy an toan ciia thyc pham sach (p = 0,372); yen td thai dd (p ^ 0,268); yeu td chuan muc chii quan (P ^ 0,077); yeu td gia (P= 0,030) Ket qua trgn cho thay ngudi tigu dung rat quan tam tdi siic khde cua ban than, quan tam tdi chit luong va sy an toan cua thuc pham sach cdn ygu td gia va ygu td chuan muc chu quan cd anh hudng nhung it hon Chuyen muc: Quan tri - Quan Iv - TAP CHI KINH TL o Ket luan va cac khuyen nghi Kgt qua cho tha\ 3'eu td su quan tam tdi sire khde chat luong va su an toan cua tiiuc pham sach, thai dp eua ngudi tieu dimg anh hudng Idn dgn y dinh mua dure pham sach, dieu khu>en cao tdi cac doanh nghiep san ?aiat \'a kinh doanh thuc pham sach can tang cudng khau quang cao va tru>"gn thdng, tang cudng tu van vg dinh duong va cd Ipi cho siic khde su dung thyc pham sach Ygu td gia la >gu td anh hudng it dgn y dinh mua thyc pbam sach, dieu cho thay gia thuc phSm sach ban d cac sigu thi tu>- cao hon d cha nhung ngudi tigu dimg d tai cac chung cu van chap nhan duoc Ket qua cua nghign ciru se cung cap cho cac doanh nghigp san xuat ^a kinh doanh thuc pham sach nhiing thdng tin huu ich vg cac nhan td tac ddng tdi y dinh hanh \'i ciia ngudi tieu dung mua tiiuc pham sach tir dd cac doanli nghiep se phat trien cac chien \uoc narketmg hieu qua dg ban hang dat doanh sd cau Ket qua nghien ciru na>' cung ciong gdp vao he thdng Iv thuyet ve danh gia > djnh hanh vi mua cua ngudi tigu dimg viec nang cao y thiie an toan vg thuc pham Da\ se la mpt co sd dg cac nha nghign ciiu tham khao cho cac nghign cuu tiep theo Tu>- va>^ nghign ciru van cdn mot sd ban chg nhat dinh Dd la tac gia mdi khao sat ngudi tieu diing sdng d cac chung cu va dia digm khao sat la cac sieu thi sat chung cu, bdi vay tinb bao phu cdn thap Hon niia van cdn nhieu \-eu td anh huong den y dinh mua thyc pham sach nhu: Gia tn cam nhan sau mua, su quan tam tdi mdi trudng, niem tin cua ngudi tieu dimg ddi ^'di cae thyc pham sach dupc ban tai eac sieu thi, ciing la budng nghign ciiu tiep theo cho nliimg nha nghign ciru khac TAI LIEU THAM KHAO [1] Ajzen, (1991) The theor\- of planned behavior Organizational Behavior and Human Decision Processes, 50 (1991) 2, 179-211 [2], Anssi Tarkiainen va Sanna Sundqvist (2005) Subjective norms, attitudes and intention of Finish consumers in buying organic food British food joumal Vol,107, No 11,pp 808-822 [3] Blackwell, R D , Miniard, P W & Engel J F (2001) Consumer Behavior, 9* edition, Dryden, New York [4] Dickieson, Jay: Arkus, Victoria and Wiertz, Caroline (2009) Factors that influence the purchase of organic food A study of consumer behaviour in the UK, Msc in Management (Homor), Cass Business School London, August, [5] Elbeck Mattt Tirtiroglu Ercan, (2008) Qualifying Purchase Intention Using Queueing Theorj" Journal ofApplied Quantitative Method, Vol, No, 2, pp, 167-178, [6] Fishbem, M., & Ajzen, I (1975), Belief altitude, intention and behavior: An introduction to theoiy and research, Addison-Wesley [7] Hansen, T , Moller Jensen, J , & Stubbe Solgaard, H(2004) Predicting online grocery buying intention: A comparison of the theor>- of reasoned action and the theor\' of planned behavior InternationalJournal of Information Management, 24 (2004) 6, 539-550 [8] Le, Thuy Huong (2014) The factors affecting purchase intention of clean food of urban citizensswvey m Hanoi City, PhD dissertation National Economics Universit\'[9] Nguyen, Thanh Huong (2012) Key factors affecting consumer purchase intention - A study of safe vegetable in Ho Chi Minh Cit>', Vietiiam Master of business (Honours), hitemational School of Business, University- of Economics Ho Chi Mmh Cit^• [10] Nghi dinh 109/2018/ND-CP 29/8/2018 cua Thti tiidng Chinh phu [11], Pittawat Ueasangkomsate and Salinee Santiteerakul, A study of consumers' attitudes and intention to buy organic foods for sustainability, Joumal ofProcedia Environmental Sciences, Volume 34 (2016), 423-430 ChuySn muc: Quan trj - Quan ly - TAP CHI KJNH TE & QUAN TRI KINH DOANH SO 12 (2020) [12] Nguyen, Phong Tuan (2011), A comparative Study of the intention to buy organic food between consumers in northern and sourthern of Vietnam, A\J-GSB e-JOURNAL, (2), 100-111 [13], Vien Khoa hpc Ndng nghiep Phdn tich moi nguy sdn xudt rau VietGAP, Trang tin dien tit cua Vien Khoa hpc Ndng nghiep Viet Nam, http ://www.vaas.org,vn/phan-tich-moi-nguy-trong-sanxuat-rau-vietgap-al2889,htin! Truy cap 03/3/2020 [14] Williams, P R D., and J.K Hammit (2001) Perceived risks of conventional and organic produce: pesticides, pathogens, and natural toxins Risk Analysis, 21, 319-330 [15] Zhang, F D., Zhang, J Q., Zhao, B Q., Shi, C Y., He, X S., & Zhang, J.(2002) Market access of hazard free agncultural products and its relevant policies Plant Nutrition and Fertilizer Science, vol 8(1), pp - , Th6ng tin tac gia: Bam Van Khanh - Dan vi cong tac: Tnidng Dai hoc Dien luc Ha Npi - Dia chi email,- khanhdv@epu.edu Ngay nhan bai' 26/2/2020 Ngay nlian ban siia: 13/3/2020 Ngay duyet dang, 29/3/2020 ... 181] Y dinh mua: La su san sang cua khach hang viec mua san pham ( Elbeck, 2008) [13] 2.2 Tdng quan vi md hinh lu&ng cdc yeu to tac dgng tdi hanh vi tiiu diing thuc pham sach Thuygt hanh vi hoach... dinh hanh vi Ly tiiuygt da duoc Ajzen bd sung tir nam 1991 bang vigc de tiiem gu to kigm soat hanh vi nhan thirc (Perceived Behavioral Control) Nhan tiiiic kigm soat hanh vi phan anh viec de dang... ve hanh vi mua thuc pham an toan, nghign ciru vg hanh vi su dung san pham ndng nghiep hiiu ca ^'a ngoai nudc Tu>' ay vigc tigu thu thue pham sach ddi cdn gap nhigu khd khan, De thuc day vigc nang