Anh hu'dng cua dong co tieu khien mua s^m den hanh vi mua hang ngau hufng tai TP Ho Chl Minh * LE NGaVEN NAM T R A N " Tdm tat Bdng phffang phdp nghiin cffu dinh Iffgng, bdi viit tim cdc nhdn td'anh hudng tdi hdnh vi mua hdng ngdu hffng (MHNH) tgi TP Ho CM Minh Kit qud nghiin cffu cho thd'y, hdnh vi MHNH chiu tdc dgng cua thdnh phdn thuoc nhdn tdBgng ca tieu khiin (DCTK) mua sdm, gom: Thich thu; Thu gidn; Gid tri; Vai trd; Y tUdng; vd Sffe mua ciia ngUdi tieu diing Tuf khoa: hdnh vi tieu dung, mua ngdu hffng, ddng ca lieu khien Summary By quantitative research method, the article finds out factors affecting impulse buying behavior in Ho Chi Minh City The results show that impulse buying behavior is impacted by components of shopping hedonic motivations: adventure; gratification; role; value; idea and buying power Keywords: consumer behavior, impulse buying, hedonic motivations GIOI THIEU Trong nhffng nam gan ddy, thi trffdng ban Ie Viet Nam phdt trien manh me va cd nhieu chuyen bien tich effc Sff canh tranh giffa cdc nha ban le cang trd nen khd'c liet De' tdn tai va phat trien, cdc doanh nghiep ban Ie phai bie't thay ddi chie'n Iifdc kinh doanh mdt each linh hoat vd phil hdp vdi xu hu'dng tieu ddng mdi cua khdch hdng Theo cdc nghidn cffu, ngodi gia tri chffc nang cua san phd'm, mdt gid tri khac anh hffdng de'n hanh vi mua eua ngffdi tieu dung, la gid tri tidu khien Ngffdi tieu diing cd the dao quanh cdc cu'a hang, ngam nghia hang hda nhff mdt each giai thoat ban thdn khoi nhffng khd khan thffdng va xem la cdch giam bdt sff eang thang va tam trang tieu cffe (Saraneva va cdng sff, 2008) Mua hang de' thda man cam xuc ddng vai trd quan trgng hanh vi mua va cang quan trpng hdn ngffdi tieu diing mua sdm mdt each ngdu hffng mdt trang thai, thdi diem bi kich thich Nhff vdy, viec mua sam da ndi len nhff la mdt boat ddng xa hpi mang tinh giai tri, nd lam giam sd' Iffdng mua cd kd' hoach va Id mdt hien tu'dng difdc cha'p nhdn cdc nen kinh te' da va dang phdt trien (Dhurup, 2014) TP Hd Chi Minh Id thdnh phd'ldn xet ve quy md ddn sd' vd mffc dd thi hda, nhu cau mua sam nhidu, nen viec phdn tich nhffng dnh hffdng cua DCTK mua sam de'n hdnh vi MHNH tai TP Ho Chi Minh se gdp phan lam hdi Idng khdch hang va giff ehan khach hang dd'n vdi doanh nghiep CO S6 LY THUYET VA PHU'ONG PHAP NGHIEN CLfU Hdnh vi mua hdng ngdu hffng: La hanh vi phffc tap da difdc nghien cflff tff hdn 70 nam qua Cac nghien cffu ban dau ve hanh vi MHNH tdp trung md ta san pham nham giai thich hdnh vi MHNH, ma khdng de cap dd'n ddc diem cd nhan cua ngffdi tidu diing Cdc nghien cffu sau da bat ddu phdn tich dac die'm cd nhan thdng qua xem xet cac khia canh khac ciia hanh vi MHNH (Muruganantham va cdng sff, 2013) Trong Iuc mua ngdu hffng, ngffdi tidu dung trai nghiem sff ham mud'n tffe thdi, manh me, dai dang va phan xa gdn nhff tffe thi tie'p xiic cac yeu tdkich thich tai cffa hdng (Rook, 1987) Theo Hausman (2000), MHNH la hanh vi mua sam khdng cd ke' hoach hay y dinh trifdc di mua sdm 'ThS., Hpc vien Cong nghe Bifu chinh Viln thong cd sd TP Ho Chi Minh Ngdy nlidn bdi: 27/03/2019; Ngdy phdn bien: 05/04/2019: Ngdy duyel ddng: 18/04/2019 39 HIMH; IVIO HiNH NGHIEM cUtl Mguon Tac gta de xuat xdy sau khach hang trai qua cdm gidc thdi thffc lan ddu tie'p xuc san pham (Beatty va Ferrell,1998) Cdn Bayley va Nancarrow (1998) dinh nghTa, MHNH Id mdt hanh vi phffc hdp mang tinh "ba't ngd, hap din vd hffdng thu, dd td'e dp nhanh chdng cua viec quye't dinh mua da dd'y lui vide xem xet than cdc thdng tin va lffa chgn thay the'", DCTK mua sam: La ddng Iffc thuc day mgt ngffdi thffc hien mua sam dffa tren cam xuc, u'dc mud'n vd sir thffdng thffc mang tinh tham my (Engel va cdng sff, 1990) Arnold va Reynolds (2003) dffa DCTK mua sam: Thich thu mua sam; Thff gian mua sam; Thffc hien vai trd mua sam; Tim gid tri mua sam; Giao tie'p mua sam; Tim y tffdng mua sdm Sff thich thu mua sam: De cap de'n vide ngu'di tidu dung di mua sam dd tim kie'm nhffng trai nghidm cam xuc mdi la (PuccineUi va cdng sff, 2009), tao sff khac bidt cho cudc sd'ng thu'dng ngay, cam thd'y du'dc phieu Iffu mgt the'gidi ridng cua ban than (Arnold va Reynolds, 2003) Trang thai cam xuc, nhif: sff pha'n khich, thang hoa cd vai trd quan trpng quyd't dinh mua cua ngffdi tieu diing (Westbrook va Black, 1985; Babin va cpng sff, 1994) Sit thu gidn mua sam: Theo Babin va cdng sff (1994), ngffdi tidu dung mong mud'n di mua sam hp thd'y budn chdn Sau mdt ngdy ban rdn, ngffdi tieu diing cam thay td't hdn dao quanh cffa hang cung ban be, nhin ngam hang hda va san pham Mdt sd'ngffdi cho bid't, chi cdn bffdc vao cac ciJa hang bach hda hay trung tdm mua sam la hp cam tha'y thff gian va thoai mdi (Hausman, 2000), Nhieu nghien cffu nha'n manh rang, ngffdi tieu dung cam tha'y td't hdn va tran day nang Iffdng sau MHNH (Tauber, 1972; Rook, 1987; Hausman, 2000) Thuc Men vai trd mua sdm: Tauber (1972) khang dmh, nhidu hoat dgng cua ngffdi tieu dung xua't phat tff chuin mffc xa hdi lien quan de'n vai trd cua hg vd mgt nhffng ddng cd thuc dd'y hg mua sam la thffc Men vai trd Hdn nffa, mua sam vdi nhffng ddng cd thffc hien vai trd, hg cam nhan dffdc niem vui va y nghTa cua vide mua sam cho ngffdi thdn (Arnold va Reynolds, 2003) 40 Tim gid tri mua sdm: Theo Arnold va Reynolds (2003), ngffdi tidu dung thffdng quan tdm de'n chffdng trinh khuye'n mai cdc cffa hang Cdn Cox va cdng sif (2005) khang dinh rang, gid thd'p khong chi lien quan de'n nhan thffc ma cdn de' thda man cam xffc Khi mua dffdc san pham vdi mffc gid gidm hay "san dffdc mgt mdn hdi", ngffdi tieu dung cd nhffng cam xdc tich cffe, cam tha'y tif hao vd ban dian, xem nhff mgt tieh ca nhan va cam thd'y minh khdn ngoan Sff giao tii'p mua sdm: Mdt sd ngffdi tidu diing muon lien ke't vdi ngffdi tieu dung khde, nhan vien ban hang, ban bd hoac ngffdi thdn hp di mua sam (Westbrook va Black, 1985) Cac trung tdm mua sdm cdn la trung tam hoat ddng xa hdi (Tauber, 1972) va nhu cau hda nhap va giao tie'p xa hdi cd Hen quan dd'n hanh vi MHNH (Westbrook va Black, 1985) Tim y tudng mua sdm: Theo Tauber (1972), ngffdi tieu diing xem cac san phd'm nhu'ld bieu tffdng phan anh thai va ld'i sd'ng cua hg Mdt sd khdch hang di mua sam de tim sff "khac biet", cdc san phd'm khdng cd, dong san pham mdi, phong cdch thdi trang hay cap nhdt xu hffdng mdi (Hausman, 2000) Sffe mua cua ngUdi lieu dung: Beatty va Ferrell (1998) khang dinh kha nang tai chinh tai thdi diem mua cd tdc ddng dang ke vao cam giac thdi thffc viec mua ngdu hffng tff tdc dgng thudn chieu vao hanh vi MHNH, Dffa vao cd sd ly thuyd't trdn, tac gia xay dffng md hinh nghien cffu nhff Hinh Phuang phdp nghien cffu Nghien cffu sd bd diing phffdng phap dinh tinh va dinh iifdng, nhdm tim cdc nhan td tdc ddng de'n hanh vi MHNH cua khdch hang tai TP Hd Chi Minh, Nghien cffu chinh thffc diing phffdng phdp dinh Iifdng thdng qua Id'y mdu thudn tidn phi xac sud't Dfl lidu thu thdp tff thang 09/2016 den thdng l'l/2016 So phieu khao sdt dtfdc phdt Id 320 sd phidu thu ve Id 310, CO 30 phie'u khdng dat yeu cau va 280 phie'u ird ldi hdp Id Sau dd, dff lieu dffdc dffa ^ ) xii ly vdi Slf hd trd cua phan mem SPSS Td't c eac bidn quan sat dffdc theo thang Likert 5^mffc dd Didm I thd hidn mffc dd hoan toan khong dong y cho ddn die'm the hien mffc hoan todn ddng v (Bdi viit sff dung c.rH v^it sd thdp phi theo chuan quoc te) KET QUA NGHIEN CLfU Phdn tkh he so tin cgy Cronbach's Alpha Tffkd'tquakiemdinhthangdo(Bang I) cho thd'y, cae thang thda man dieu kien c6 tffdng quan bien-tong > 0.3 va hd sd' tm cay Cronbach's Alpha > 0.5 Nhff vdy, cac bidn quan sat deu dat ydu cau de tie'p tuc phan tich nhan td'kham pha (EFA) Phdn tich EFA So heu Bang cho thd'y, he sd' KMO dat gid tn 0.855 > 0.5% cho tha'y viec phan tich nhdn td' la cdn thid't Ket qua kidm dinh Barlett's Id 3737.614 vdi mffc )> nghTa Sig = 0.000 < 5%, chffng td cac bien quan sat cd md'i tffdng quan vdi tdng the Td'ng phffdng sai trich Id 66.362% (>50%), vdi eigenvalue = 1,2> 1, nen chd'p nhdn nhan to'trong thang NghTa la, nhdn td' giai thich dffdc 66.362% bie'n thien ciia dfl lieu Chl so' trpng so nhdn to' ddu ldn hdn 0.6 nen thang dat yeu cau (Bang 2) Phdn tich ma trgn tffdng quan Kdt qua phan tich ma trdn tifdng quan vdi mffc y nghia < 0.05 cho thd'y, tifdng quan gifla hdnh vi MHNH vdi cac bie'n dgc lap lan Iffdt la: Sff thich thu mua sam (STT) Id 0.612; Sff thff gian muasam(STG)ld0.591;Timgid tri mua sdm (TGT) la 0.391; Thffc hidn vai tro (THVT) Id 0.543; Sff Giao tie'p (SGT) la 0.229; Tun y tffdng (TYT) la 0.354; va Sffe mua (SM) la 0.180 Vi vdy, cac bie'n ddc lap cd the dffa vao md hinh de giai thich cho bie'n hanh vi MHNH Kit qua phan Uch hoi quy tuyin tinh Kd't qua phdn tich cho thd'y, cha'p nhan cua bie'n (Tolerance) deu dat yeu cau ldn hdn 0.50 va he sd' phdng dai phffdng sai (VIF) deu nlio hdn 10, Dieu cho tha'y, cdc bie'n ddc lap tham gia vao md hinh deu cd md'i lien he td't vdi bien phu thudc va khdng xay hien tffdng da cdng tuye'n Ke't qua phdn tich hoi quy cho tha'y, nhdn td' Sff giao tie'p mua sam cd Sig > 0.05 va Itl < 2, nen ta bdc bo gia thuye't H5 Nhdn td' STT tdc dgng dd'n hanh vi MHNH manh nhd't (Beta ^.^ = 0.322); STG (Beta'^,^^ = 0.204); THVT (Beta ^^.^^ = 0,176); TGT (Beta^^-^ = 0.131); TYT (Beta,^^.^ = 0.098); SM (Beta^^ = 0.096) (Bang 3) Nhff vdy, ta cd md hinh hdi quy dffdc dieu chlnh nhff sau: MHNH = 0.322'^STT + 0.204*STG + 0.176*THVT + 0.13I*TGT + 0.098*TYT + 0.096'^SM BAMG 1: KET QUA KIEM DINH THANG DO 86" bie'n DO tin c3y Gia tri quan sat Cronbach's Alplia Su" thich thii mua sam 0.823 Slf thu 2ian trone mua sam 0.865 Dat veu cau Tim gia tn mua sam 0.774 Thu'c hien vai tro mua sam 0,809 Dat yeu cau Giao tien irons mua sam 0.873 Tim V lu'dne Irons mua sam 830 Dat yeu cau SiJc mua cua ngu'di tieu dung 0.745 Dat veu cau Hanh vi mua hana naau hiTna 0,813 Dat yeu cau Thanh ph^n BANG 2: PHAM TICH HE SO KMO vA BARLETT Kaiser-Meyer-Olkin Measure of Sampiing Adequacy, Approx, Chl-Square Bartlett's Test of Sphericity df Sis 855 3737 614 406 0,000 BANG 3: KET QGA PHAM TICH HOI QGY BQl H$ so chtfa Th6'ng ke msd Mdbinh chiton li6a t da CQng tuyen Sig cliu^n B Beta VIF Tolerance (Hang so) -.196 -.827 409 STT 314 6.072 1.633 322 -000 ,612 STG 181 204 001 3,491 ,503 1-988 TGT 131 ,004 826 131 870 211 THVT ,001 3,252 590 ,168 176 1-696 SGT ,092 057 073 1691 ,910 1.098 TYT 029 857 167 ,089 098 192 SM 095 2,279 023 959 1.043 ,096 a: Bien phu thudc: MHNh BAMG 4: KIEM DIMH MtfC DO PHU HdP CUA MO HIMH Mo Sai sd' cbu^n R^ R R^ hi^u ciiinh cua USc lifffng Durbin-WatsoD binh 730^ 521 52741 1.517 533 a Bien doc lap: SM, TGT, SGT, TYT, STT, THVT, STG b Bi^n phu thuoc: MHNH Mgu< Ket qu; Kiem dinh mffc dg phu hap cua md hinh Md hinh cd h§ so' hiSu chinh R^= 0.521 cho thd'y, mffc dO phu hdp cua md hinh la 52.1% > 50%, nghTa la sff tffcfng thich giffa md hinh va bien quan sdt la tffdng do'i va 52.1% mo hinh dffdc giai thich bdi bid'n dpc lap md hinh (Bang 4) Ngoai ra, phifdng phdp kiem dinh de phdt hien tff tffdng quan la kiem dinh Durbin-Waston (D) He so' Durbin-Waston = 1.517 (1