Nguyen Thi Nga Van dung Thuyet hdnh vi du dinh ©2019 Vien Nghien ciru An Bp vS TSy Nam A Tap chi Nghien cu'u An Dp vS ChSu A S6 (82), thSng 9-2019 httpV/viisas vass gov.vn ISSN: 0856-7314 Van dung Thuyet hanh vi du* dinh hanh vi lien ket giCra ho nuoi voi tac nhan tham gia chudi ca Hong My tai Viet Nam Nguyen Thi Nga* Trudng Dgi hpc Nha Trang Ngaynhdnbai: 07/07/2019 ngdy gdi phdn bien- 12/08/2019 ngdy duyel ddng: 16/9/2019 M uc dich chinh cua bdi viet la nhdm gidi thich hdnh vi lien kit giira hd nudi vdi cdc tdc nhdn chudi cd Hdng My tgi Viet Nam thdng qua van dung thuyet hdnh vi du dinh Bdi viet sir dung md hinh phuang trinh cdu true dua tren ky thuat phdn tich binh phuong toi thiiu timg phdn vdi phdn mem Smart PLS di ddnh gid tin cdy cdc thang tir mdu khdo sat gdm 170 hd nudi tgi tinh: Kien Giang, Bd Ria- Vung Tdu, Khdnh Hda, Phu Yen vd Nghe An Kit qud nghiin cuu chi cdc gid thuyit nghien ciru: Thai doi vdi lien kit, Chudn muc xd hdi ddi vdi lien ket Kiem sodt hdnh vi ddi vdi lien kit, Y dinh lien ket, Chia se thdng tin, Cam kit, vd Hop ddng liin kit diu dugc img hd, phii hgp die lieu, vd khdng dinh van dung thuyii hdnh vi du dinh bdi canh chudi cd Hdng My la phii hgp va quan tgo nen nhihig ddng gdp y nghia cd ve hgc thuat vd cdc ham y chinh sdch Tir khda: Ci bdng My, Chudi cung iing, Ly thuyet hinh vi du dinh, Lign kgt Gidi thieu Lign kgt giiia cic tic nhin tham gia chudi li mpt chien lupe hieu qua de cai thien, ting cudng ket qui sin xuit kinh doanh vi cic Igi thg canh tranh theo thdi gian Bdi vi, thdng qua mdi lidn kit cd the giup tic nhan chia se nii ro, sir dung ngudn lyc sin cd, giim chi phi giao dich va nang cao nang suit (Soosay & cdng sir, 2008, tr 160) Do vay, lien ket chudi dang trd len rat quan trpng xu the hien Hiu het cic cdng trinh nghien ciiu trudc diy da su dung cic each tiep can khic de nghign ciru ve lign ket/hpp tae ebudi cung iing Vi dg thyc hien nghien ciiu ve ITnh vyc nay, eac nghign ciiu deu tap trung sir dung nhirng ly thuygt nhu: ly thuyet chi phi giao dich, ly thuyet dya tren ngudn luc (Trang, 2017, tr.21,28) Myc dich chung cua cae nghien ciru dgu nham phit trien chudi cung hieu qua vi dua nhirng giai phap hiru ich nang cao hieu qui boat ddng chudi Tuy nhien, tit cae nghien ciiu niy deu thue hien nghien ciru dya tren quan digm, niem tin va dinh hudng lien kgt /hpp tac chudi Trong do, ddi vdi cic nghien ciru lign ket chudi tir quan diem eua cac ci nhan la rat hiem, nhung ngiy cang quan trpng bdi cinh nghien ctiu chudi cung, dac biet xem xet ddng ca va hinh vi ciia ci nhin tham gia lien ket chudi Bdi vi, mdt chudi cung khdng the tdn tai dg phat trign hieu qua, bgn virng va ning cao nang luc canh tranh mi khdng biet dupe ddng ca vi hinh vi eua tiing tac nhan * ngant@nm.edu Nghign ciiu An Dp va Chiu A Sd - 2019, tr,49-59 49 Nguyen Thj Nga Van dung Thuyit hdnh vi d{r dinh chudi (Rezaie & cdng sy, 2018, tr 152-153) Khi nghign ciru hanh vi chii the, mdt nhflng ly thuygt hiru ich nhit la ly thuygt vg hanh vi dy dinh (TPB), hien dang dupe ngiy cang ap dyng nhieu ITnh vyc va die biet hon nd ed kha nang iing dung rit ldn boi canh ndng nghiep va phit trien ndng thdn (Rezaie & cgng sy, 2018, tr 153) Tren thuc tl tai Viet Nam cd rit it nghien ciiu thyc nghiem xem xet cic khia canh y dinh vi hanh vi eiia chu the lien ket ehuoi, vi phan Idn so eac nha nghien cuu hp tip trung vao ngudi tigu diing (Tuu & cdng sy, 2018, tr.40-57) Do vay, day Ii mdt khoang nghign ciiu quan trpng ITnh vyc Vi li mdt nhiing nd lyc diu tien boi canh lien kit chudi thuy sin tai Viet Nam, dd ap dyng md hinh TPB vdi muc dich du doan y djnh va hanh vi lien ket giiia hp nudi vdi cac tic nhan tham gia chudi cung ci Hdng My tai Viet Nam Cff so* ly thuyet va de xuat gia thuyet nghien cmi 2.L Casdly thuyet Ly thuyit hinh vi du djnh: Li mdt ly thuyit phd bien phan tich binh vi cua ngudi Ajzen nam 1991 cho ring y dinh ciia eon ngudi nhu la nhan td thiic day co bin hinh vi ciia hp Vi ddng co niy bj din dit bdi ba tien td ca bin la thai do, chuan myc chu quan, va kigm soat hanh vi dupe cam nhan Y dinh Ii mdt nhan td du doin tot nhit hinh vi dy dinh, vi dupe gia dinh la tien de true tiep ciia hinh vi Vi vay, theo md binh TPB, y dinh ciia mdt ci nhin de thuc hien mdt hinh vi la mdt chire nang eiia thii dp ea nhan ddi vdi cic hinh vi, chuin muc xi hdi va Kiem soat hanh vi nhan thiic (Ajzen, 1991, tr.180-183), Hinh 2.1: Md hinh hanh vi dir dinh Chuan myc chii quan Y dinh hanh vi Kigm soit hinh vi Nguon: Ajzen, 1991, tr 182 2.2 De xuat gia thuyet nghien cuu Thdi do: La tign de quan trpng ddi vdi y djnh hinh vi (Ajzen, 1991, tr.l88) Thii la sy dinh gia tich eye hay tieu eye ciia ca nhan vg hanh dgng cu thi (Ajzen & Fishbein, 1980) Mpt ngudi tin ring kit qui tich eye ed gii tri se cho ket qui tir thyc bien binh vi nay, s6 co mdt thii dp tich cue ddi vdi hanh vi Theo md hinh TPB, thai cang thuSn kyi ddi vdi hanh vi tbl ci nhan cing cd nhigu ning ik thuc hien hinh vicu the dd (Ajzen, 1991, tr 189) Do vay, thii doi vdi lien ket dupe higu li thii dp dl tham gia thuc hien mdi lign ket giua hd nudi vdi cic tic nhan chudi la mpt lya ehgn diing dan, mgt dilm Nghien ciiu An Dp va Chiu A Sd - 2019^tr.49-59 50 Nguyen Thi Nga Vdn dung Thuyet hdnh vi du dinh , tich eye nen lam, mang lai Ipi Ich vi sy hai Idng cho tat ca cic tic nhin chudi Do vay, gii thuygt nghign ciiu dupe de xuit: HI: Thdi ddi voi lien kit cd Ida dgitg duang ddi vdiy dinh lien ket cua hg nudi vdi cdc tdc nhdn chudi cd Hdng My Chudn muc chii quan: Hay edn ggi ngudn inh hudng xa hdi tic ddng len mdt ci nhan de tham gia vao mdt hinh vi cu thg Vi phin ldn cic nghien ciiu ap dung md hinh TPB ket luan rang chuan muc xa hdi la nhiing yeu td quan trgng anh hudng den y djnh ((Ajzen vi Fishbein, 1980) Tii' lap luan tren tic gia de xuat gia thuygt: H2: Chudn muc xa hdi ddi vai lUn kit cd tdc ddng duang ddi vdi y dinh lien kit cua hd nudi vdi ddi tdc chudi cd Hdng My Kiim sodt hdnh vi: La nhan thiic cua ci nhan ve viec dg hay khd thue hien hanh vi cu the (Ajzen vi Fishbein, 1980) Nhiing nhan td kiem soit cd the d ben ngudi nhu: ky nang, kien thiic, thieu ning , hoac ben ngoai ngudi nhu: thdi gian, ea hdi, su phu thudc, (Ajzen, 1991, tr 183) Hay kiem soat hinh vi cim nhin va y djnh hanh vi ket hgp cd the true tiep giiip xic dinh mdt hanh vi cy thg Do dd, gii thuygt dua ra: H3: Kiim sodt hdnh vi ddi vdi liin kit cd tdc dong duang doi vdi y dinh lien ket giira hd nudi vdi cdc tdc nhdn chudi cd Hdng My Y dinh liin kit: Y dinh dupe xem nhu Ii ket qua tryc tiep tir thai dd, dupe higu la sy tu nguyen de thyc hien mdt hanh vi (Ajzen, 1991, tri 89) Ly thuyet TPB cho rang, ddng co hay y dinh li nhan td thiic diy CO bin cua hinh vi chu the Vi vay, hinh vi dupe tao tir y dinh hay y dinh lign ket la yeu td dy doan tdt nhit hanh vi lign ket ciia tic nhan chudi Do dd, khao sat y dinh lign ket giira tic nhan chudi giiip nhin biet dupe cic tic nhin se tham gia lien ket hay khdng tham gia lien kgt chudi Vi vay, tic gii dua gia thuyet H4 (H4'''"'): Ydinh liin ket cd tdc dgng duang ddi vai hdnh vi lien kit giii-a ho nudi vdi cdc tdc nhdn cd Hdng My tgi Viet Nam Hdnh vi lien kit (H4^'"^): La nang tang cudng tuong hd va mdi quan he giiia cic ddi tie, va ebo phep cic ddi tic chudi sap xgp nhirng mong dpi vi hinh vi ciia hp Do do, hanh vi lien kgt tao digu kien eai thien hieu suit boat ddng dgn miic cho phep cic ddi tie phdi hgp boat ddng tdt hon, phii hpp vdi mong dgi eua hg, vi sap xep cic qua trinh dg tang cudng giao djch hieu qui Trong pham vi nghign ciiu niy hinh vi lien kgt giiia hd nudi vdi cac tic nhan chudi dugc ludng thdng qua cac bign quan sat nhu: chia se thdng tin, su cam kgt, va hgp ddng lign ket + Suchia se thdng tin (H4'^): Mdi mdt chudi cung iing la mdt qua trinh ddng va ben quan den ddng chiy lien tuc cua thdng tin, nguyen lieu, tii chinh qua nhigu khau chiic nang ben va giiia cic thinh vien chudi Tai miic dd chign lupe, chia se thdng tin vg muc tigu kinh doanh cho phep ca nhan, td chiic dat dugc su hieu biet lin vg lai the canh tranh toan he thdng chudi nhu li mpt diem khdi dau ciia su lien kit (Covington, 2000) [din theo Simatupang & cgng su, 2002, tr,304] Cudi ciing, chia se thdng tin ciing rat hiiu icb iing phd vdi Id hdng mdi quan he ciia hanh vi eg hdi - bao gdm lya ehgn bit Ipi vi tim ly y lai (Simatupang & cpng sy, 2002, tr.296-297) + Cam kit (H4^): Cam kit la mdt nhan to ngiy cang quan trpng ddi mdi cii thien ehuoi (Gundlach & cdng sy, 1995, tr.78) Trong boi eanh ehuoi gdm: cam kit diu vio vi cam kit thii Cam Nghien ciiu An Dp vi Chau A Sd - 2019, tr.49-59 51 Nguyen Thi Nga Vdn dung Thuyit hanh vi d\t djnh ket diu vao Hen quan den cic ngudn tii nguyen diu tu vao tai sin ky thuat nhu nhi miy, miy mdc, va cac ky nang dl cung cap gia trj cho lan (Handfield & cgng su, 2004, tr.14-16) Ddi vdi cam ket thai dd chi muc tieu tuong ddng, chia se cic gii tri, vi tuong ddng cich tilp can va thii dd Nhu vay, sy cam ket li giira cac ddi tie chudi hudng ddn tri va phit trien mdi quan he lien ket dn dinh vi liu dai lin -I- Hop ddng chudi cung img (H4'^): Hap ddng chudi cung iing dupe thiet kg de khuyen khich cac vien d phia ngudn ciia chudi thyc hien so lugng dat hang toi uu tir cac vign phia thupng ngudn; doi vdi eac vien d phia thugng ngudn ciia chudi tinh toan kha nang dip iing tdt nhat cho cic thinh vien phia nguon Nhu vay, cae thinh vien chudi can Hen ket bang each su dyng hgp dong ehuoi cung ling dg quin ly cic moi quan he giira nha cung cip v i ngudi mua cung nhu quin ly nii ro tdt hon (Arshinder v i cdng su, 2008, tr.326) Phuong phap nghien cihi 3.L Cdch tiep can Dg kiem dinh cic gii thuyet nghien ciiu, tic gii thu thap dii lieu sa cip tir viec phdng van tryc tigp hd nudi ci Hdng My thuong pham, cic ehuygn gia Cic thang phieu dieu tra dupe ke thira va bd sung cac nghien ciiu trudc dd va dupe ludng bang thang Likert diem 3.2 Cdch xac dinh c& mau, phiromg phdp thu thap vd phdn tich die lieu Cohen (1992, tr.25-26) cho rang sir dyng phuong phip md hinh phuong trinh ciu triic dya trgn ky thuat phin tich binh phuang tdi thiiu timg phin (PLS-SEM) phan tich thdng ke, cd mau toi thieu can thiet sir dung md hinh phuang trinh cau tnic phu thudc vio cic bien sd ddc lip md hinh nghign ciiu hay sd lupng mui tgn chi vao ciu triic md hinh dudng din PLS CM thg, sd bign dgc lap md hinh cau tnic li 5, cin 122 quan sit de dat mgt siic manh thdng ke (vdi mire y nghTa 5%) Nhu vay, theo quan digm Cohen (1992, tr.26) nghign ciiu cd bien dpc lap, vay sd mau cin it nhit la 103 Do vay, cd mau cin thiet cho nghien ciiu dupe liy li 170 quan sat (sd mau phit 200 quan sit) Mau dupe thu thap bing phuang phip phi xic suit thdng qua phdng vin tryc tiep cac hd nudi ca hdng My tai tinh gdm: Kien Giang, Bi Ria - Vung Tau, Khinh Hda, Phii Yen, va Nghe An, thing tir thing den thing nam 2018 Dii li^u dugc nhap vi lam sach qua phan men Smart PLS 3.2.8 Ket qui va thao luan ket qua nghien ciru 4.L Kiim dinh thang Ket qui kiem djnh thang cho thay Cronbaeh's Alpha diu > 0,6 vi dp tin cay tong hgp ciia cic thang deu > 0.6 Ddng thdi, cic he sd tai nhan sd deu > 0,6 va phuang sai trich deu > 0,5 Do do, cac thang sir dung nghien ciiu dat dupe dd gia tri hdi tu Nghien eihi An Dp vi Chau A Sd - 2019, tr.49-59 Nguyen Thj Nga Van dung Thuyii hanh vi du dinh Bang 4.1 Do tin cay va dp gia tri tin cay Cau true khai niem He so Cron tai bach' nhan Alpha to Thdi doi v&i lien kit (TD) Hp nudi thuc hien Hen ket vdi cic tic nhan khac chudi la ed Ipi Hg nudi thuc hien Hen ket vdi cic tic nhin khic chudi la mdt lya chpn diing dan Hp nudi thyc hien lien ket vdi cic tic nhan khac ebudi la digu tich cue nen lim Hd nudi thuc hien lign kgt vdi cic tic nhan khic chudi li mang lai sy hii Idng cho nhieu ben tham gia Chudn muc xa hgi doi v&i lien ket (CMXH) Khuygn khich hd nudi ehiing tdi thuc hien su lign ket chudi vdi cic tie nhan chudi Mong mudn hp nudi chiing tdi thuc hien su lien ket chudi vdi cic tic nhan chudi Ep huge hd nudi ehiing tdi thuc bien su lien kgt chudi vdi cae tae nhan chudi Kiem sodt hdnh vi doi vdi lien ket (KSHV) Nang lyc eiia hd nudi dg thue hien su lign kgt cic tic nhin tham gia chudi li , Miic dg dg dang de bd nudi dg thyc hien sy Hgn ket vdi cic tic nhin tham gia chudi la , Khi nang de hd nudi thio giii cic khd khan dg thyc hien sy lien ket chudi vdi cic tic nhin tham gia chudi li , Ydinh liin kit (YDLK) LTdc mudn thyc hien sy lign ket chudi vdi cic tic nhan chudi ciia hd nudi li , Miic sin sing thyc hien su lien ket chudi vdi cic tic nhan ebudi cua bd nudi la , , Nhu cau thyc hien sy lien ket chudi vdi cic tic nhan chudi ciia hd nudi la , Chia se thong tin (CSTT) Hg nudi va doi tdc thie&ng xuyen NghiSn cmi An Dp va ChSu A So - 2019, tr.49-59 Do tin cay tong hop Phirong sai trich (AVE) 0,962 0,972 0,897 0,889 0,931 0,817 0,940 0,962 0,893 0,942 0,963 0,896 0,793 0,865 0,617 0,952 0,954 0,953 0,931 0,904 0,923 0,885 0,949 0,940 0,946 0,952 0,936 0,952 NguySn Thj Nga Vdn dung Thuyii hdnhvi dir dinh thong bao tnidc cho nhan ve nhung thay doi cija nhu cau 0,703 thi truong chia se thong tin ve cac Igi ich co the dat dugc 0,790 chia se thong tin ve nhirng rui ro co the xay 0,866 0,774 chia se thong tin nhim nang cao hieu qua kinh doanh 0,890 0,730 0.818 Sir cam ket (CK) Ho nudi va doi Idc ludn 0,881 cam ket tri moi quan he lien ket dai han tim kiem each thuc de tri va phat trien moi quan he 0,835 lien ket, 0,846 thuc hien cam ket vai cac doi tac de tri moi lien ket 0,607 0,841 0,885 Hap aSng lien kel (HBLK) Hg nudi vd doi tdc thitc hiin hffp dong lien liet nhdm thiet lap, tri moi ien ket phat trien lau dai - ben vung 0,673 dat dugc sir on dmh san pham tir khau dau vao den dau 0,780 thi tnrcmg 0,825 giam thieu rui ro tu khau dau vao den dau san pham 0,796 nham huong den giam chi phi toan ehuoi tang Igi nhuan toan ehuoi 0,813 Ngudn: Tinh toin ciia tic gii Ket qui phin tich cho thiy, gii tri nhd nhit can bac bai cic can bac hai cua AVE li 0,779 Va gii tri ldn nhat tuong quan giiia cic cap khii niem li 0,454 Do vay, gia trj nhd nhit cin bac hai ciia AVE lai ldn ban gii tri ldn nhat tuong quan giua cic ciu triic khai niem (0,779 > 0,454), nen tuong quan giiia cic cau triic khai niem dat dupe dp gii trj phan biet (Bing 4.2) Bang 4.2 Tirong quan giu^ cac cau triic khai niem 0,947 LTD 2.CMXH 0,223 0,904 0,054 0,101 0,945 3.KSHV 0,214 0,947 YDLK 0,454 0,283 0,045 0,174 0,419 5.CSTT 0,132 0,785 0,122 0,281 0,380 6.CK 0,136 0,289 0,854 0,124 7.HDLK 0,080 0,158 0,206 0,388 0,276 0,779 Ghi chii- Cdn bdc hai cua A VE ndm tren duang cheo chinh Ngudn; Tinh toin ciia tie gii 4.2 Kiem dinh gid thuyit nghien cuu Nghien cim An Do va Chau A So - 2019, tr.49-59 Nguygn Thi Nga Van dung Thuyet hdnh vi die dinh Bang 4.3.'Ket qua kiem dinh md hinh Mo hinh nghien ciru Gia thuyet Std.B t-value Khoang gi^ tri (Bootstrap) VIF Kitluan TD -> YDLK HI 0,406 5,723«" [0,272-0,542] 1,053 Ungh« CMXH ^ Y D L K H2 0,174 2,674" [0,057-0,300] 1,061 Cnghg KSHV ^ Y D L K H3 0,174 2,809*« [0,046-0,294] 1,011 YDLK — CSTT H4 0,419 6,438*«« [0,288-0,545] 1,000 Ung ho tllnghp YDLK -* CK H5 0,281 3,774»" [0,148-0,433] 1,000 UnghO YDLK - » HDLK H6 0,206 2,876»« [0,110-0,360] 1,000 Unghp R? S? CSTT - 0,175; R=CK= 0,079; R'HDLK= 0,042 Effect size (P) P P P P f P Du doan Q ' TD-0,200; Q ' CMXH - 0,107; Q= KSHV 0,104; Q ' CSTT = 0,096; Q ' CK - 0,049; Q ' HDLK - 0,022 T D ^ YDLK-0,214 CMXH -^ YDLK = 0,039 KSHV ^ YDLK = 0,041 YDLK-.CSTT-0,213 YDLK - ^ CK - 0,086 YDLK -^ HDLK - 0,044 Ghi chu: (***)p< 0.001; (**)P < 0,01; (*) p < 0,05 Ngudn: Tinh toin cua tic gia Tir Bing 4.3, kit qui kiim dinh bootstrap cho thay cae he sd niy diu khac khdng He sd VIF ciia cic ciu tnic khii niem deu nhd ban Do vay, khdng xay hien tupng da cdng tuyen giira cic bign dpc lap Hay tit ci cic bign ddc lap deu cd tic ddng tich v i inh hudng cd y nghTa thdng kg (p < 0,05) len biin phu thudc hinh vi Hen ket chudi (chia se thdng tin, cam kit, va hgp ddng lien ket) Nhu vay, tit ci cac gii thuyet de xuit deu duoc iing hd hien ciiu An Dp vi Chau A Sd - 2019, tr.49-59 Nguyen Thj Nga Vdn dung Thuyii hdnh vi du dinh Hinh 4.1 Md hinh nghien ciru Thai dd ddi vdi lien ket Chia sediong tin Y djnh lien kit [+] n IT; Chuan myc doi vai lien kit [+] [+1 0,271 0,206 Hgp dong lien ket Kiem soit hinh vi ddi vdi lien ket Ghi chu: He sd duang ddn ndm tren mui ten, deu cd y nghia vdi P< 0,05 Kgt qui phin tich tai Hinh cho thiy cic bign sd chia se thdng tin = 0,175, cam ket = 0,079, va hpp dong lign kit = 0,042, dieu niy cd nghTa li md hinh nghign cuu giai thich dugc lin lugt 17,5%, 7,9%, vi4,2% subien thign ciia chia se thdng tin (Ji ^ 0,419), cam ket {fi = 0,281), va hgp ddng lign kgt(/? = 0,206) giira hd nudi vdi cic tic nhin chudi ca hdng My tai Viet Nam, vi dugc giii thich bdi bien ddc lap y dmh lien ket dd bien y djnh Hgn kit dugc giai thich 27,1% bdi cic thii dd ddi vcri lien ket {fi = 0,406), chuin muc xa hdi ddi vdi lien ket (fi - 0,174), vi kiem soit hanh vi ddi vdi lign kit (^ = 0,174) Nhu vay, tit ca cac gia thuyit dg xuat dgu dugc iing hp 4.3 Thao luan ket qud nghien cuu Lign quan den viec giai thich y dinh vi hinh vi lien kgt chudi, ba bien sd thii dp, kiem soit hinh vi va chuin muc chii quan la ba bign sd ca ban md hinh hanh vi du dinh gdc Ket qua nghign ciiu tai Hinh cho thay, bien thii dp ddi vdi lien kgt ed tic ddng tich cue vi manh nhat din y dinh lidn kit giira hd nudi vdi cic tic nhin tham gia chudi vdi he sd tie ddng {fi — 0,406), vi phii hgp vdi nghien ciiu lign quan (Maichum & cdng su, 2016, tr.l3) Thai dd tich cue la rit can thigt ddi vdi bat ky sir thay ddi y dinh vi hanh vi xay Chuan muc xa hgi vi kigm soat hanh vi ddi vdi lien kgt deu cd he sd tac ddng (P = 0,174), hai nhin td tic ddng tiep theo dgn y djnh lien ket chudi giira hd nudi vdi cic tic nhan chudi sin phim Diy la nhirng bien so thiic day y dinh lien kgt chudi, cu the chuan muc xa hgi chi nhin thirc ciia chii thg ve cac ip luc eiia xa hdi ddi vdi viec thuc hien hay khdng thuc hien y dinh lien ket dd kiem soit hanh vi li bign sd rat quan trpng nhu rao cin dd tic dgng y dinh lien kit chudi, ket qua nghien ciiu tuang ddng nhu cic phat hien ciia Gao & cdng sir (2017, tr 111); Maichum Nghign ciiu An Dp viChiu A Sd - 2019, tr.49-59 56 Nguygn Thj Nga Van dung Thuyit hanh vi du dinh & cpng su (2016, tr.l3); v i Toni & cdng su (2017, tr.I7) Die biet, nghign ciiu niy bd sung them ba bien sd mdi dgi dien cho binh vi lien ket chudi mdi quan he vdi y dinh lien ket chudi mang tinh bdi cinh, chia se thdng tin, cam ket, va hgp ddng lien kdt va tim thiy ket qua dang mong dpi Cu thg, bien y dinh lien ket chudi dupe tim thay deu cd tic dpng tieh cue vi ding ke den hanh vi lien ket thdng qua 03 bien sd: chia se thdng tin, cam ket, vi hpp ddng lien kgt chudi Trong do, y dinh Hen ket dupe tim thiy cd tic ddng tieh circ va manh ddn chia se thdng tin (^ = 0,419) Y dinh lign kit tic dpng tich cue va dang ke den bien so thii hai, dd li cam ket vdi he sd tic ddng (^ =0,281) Cuoi ciing, li bign sd hpp ddng lign ket vdi he sd tic ddng (p =0,206) H a m y chinh sach Thdi dp doi v&i liin ket chudi: Ket qua nghign ciiu cho thay thai dp lien ket chudi cing cao cua hd nudi thi y dinh lign ket chudi cing cao v i ngupc lai Do vay, de ning cao nhin thiic hd nudi doi vdi ddng CO vi hanh vi Hen kgt thi co quan hiiu quan tai dia phuong cin tuyen truygn, phd bien den hp nudi ca Hdng My ed dupe nhan thiic tham gia lien ket chudi la ed Igi, mdt lira chpn diing dan, dieu tieh cue nen lim, vi mang lai su hai Idng cho tat ci cic tic nhin tham gia Nhu vay, thii dd cing tich cue ddi vdi boat ddng thi cang thiic diy y dinh lien kgt va sau dd binh vi Hdn kgt thue tg se xay (Rezaei & cdng sir, 2018, tr.161-163) Chudn muc xd hpi doi v&i lien ket: Cd tic dpng dang ke den y dinh lien ket ciia hp nudi (P = 0,174), chuan myc chii quan chi nhan thiic cua ca nhan ve cic ip lire ciia xa hdi ddi vdi viec thuc hien hay khdng thuc hien hinh vi Do vay, co quan quan ly nha nude can phai ban hinh cac dinh che dieu chinh hinh vi tham gia lien ket chudi giiia hd nudi vdi cic tic nhin khic, chang ban nhu chinh sich uu dai diu tu vio nudi trdng thuy sin, chi'nh sich quy hoach viing nudi, hd trp vdn, khuyin khich xuit khiu, Ben canh do, ca quan nhi nude nhin dien tam quan trgng cua cic yeu td dinh chg xa hdi chinh sach thay ddi hanh vi; bang vigc khdi xudng, khuyen khich, mong mudn, hay ep budc de thay ddi hanh vi lien ket eua chu the de giiip chudi ci Hdng My tai Viet Nam phat triin hieu qui, ben vung vi ning cao nang lire eanh tranh Kiem sodt hdnh vi doi v&i lien kit: Cd inh hudng dang ke den y dinh lien ket cua hd nudi Dieu ed nghia nhirng thuan Igi hoac khd khan viec thuc hien mgt y dmh hay hinh vi cd tic dgng true tiep dgn miic thuc hien Hen ket chudi Trong thuc te kiem soit hanh vi ddi vdi lidn kgt cang ting, hd nudi se cd dupe ddng luc v i tu tin nhieu hon, vi nhu vay hp cd ddng lire manh hon de tham gia Hen kgt chudi Chinh vi vay, co quan nha nude phdi hop chat che co quan ban nganh dja cin tuygn truygn, phd bien va td chiic cac khda hpc ngan ban, cic hdi thio de giiip hd nudi cQng nhu cic tic nhin khic de ding hon higu vl tim quan trpng vi Ipi ich cua lign kit chudi, hp se chu dpng thuc hien lien kit chudi Chia si thong tin: Viec phdi hpp giiia y dinh vi hinh vi dg giai thich chia se thdng tin Dieu niy khdng cd gi ngac nhien cic tic nhan chudi bat diu nhan tam quan trpng ciia chia se thdng tin nhu mpt ngudn lire quan trgng ddi vdi tat ci cac tic nhan tham gia chudi va do phai dupe quin ly mpt cich rd rang Bdi vi, chudi ca Hdng MS' la mdt hinh thiic td chiic phii dugc dyra tren cic moi lign ket chat che giira cac tic nhan, tiic li tat ca eae giai doan ciia chudi nhu tii khau diu vao den ngudi tigu diing cudi cCing thdng qua qui trinh sin xuat va phin phdi, thi chia se thdng tin li mpt Ipi the canh Nghien ciiu An Dp va Chiu A So - 2019, tr,49-59 57 Nguyen Thj Nga Van dung Thuyit hdnh vi die dinh tranh va chia khda de cic tic nhan mang lai Ipi ich cao nhat va giiip chudi cung phit trien hieu qua, ben viing, v i ning cao nang lire canh tranh Cam kit: Tang cudng su cam kit giiia hg nudi vdi eae tic nhan ebudi ci Hdng My tai Vi?t Nam dupe thg hien thdng qua ndi dung chinh sau: xiy dung va tri tdt moi quan be lign ket giiia hg nudi vdi cic tie nhin chudi sin pham nay, dac biet hon la sir cam kit giira cae tic nhin chudi can phai dupe thuc hien dua tren nhiing nguyen tic chung nhu: tri mdi quan h? Hen ket da! han; tim kiem cich thirc mdi de tri v i phat trien moi quan he lign ket; vi thuc hien cam kit vdi cic tie nhan khic dg tri mdi lien kdt chudi Day khdng chi li vin de rieng cua mdi tic nban ma li sir no luc, cd ging ciia tit ci cic tic nhan tham gia chudi sin pham niy Hop dong liin ket: Hpp ddng la chat kgt dinh ddng vai trd ring budc bang tinh chit phip ly cung nhu nhiing quy djnh cho viec giao dich hing hda qua viec phin bd ro ba yeu td chinh: Ipi ich, nii ro, vi quyen quygt dinh Qua kgt qui dieu tra cho thiy boat ddng giao djch mua bin giua cic tic nban chudi (thuong Iii vdi hd nudi, thuong Iii vdi ngudi bin budn, thuong lai vdi ngudi bin le) phan Idn dua trgn thda thuan bang mieng khdng sOr dung hpp ddng tieu thu sin phim ngn hd nudi rit bj ddng ve thdng tin gii ci, kich cd, sd lupng, chat lupng san pham xuat ban mi chua thdng qua bop ddng Chinh vi vay, cac thinh vien chudi cin lien ket bing each sii dung hap ddng chudi de quin ly cac moi quan hp giua tic nhin, dim bio dn djnh ngudn cung cip diu vao, diu ciing nhu quan ly nii ro tot ban, va mat khic dam bao Igi ich ebo tit ci cac ben cung nhu cho toin chudi sin pham Ket lu^n Tdm lai, nghien ciiu van dung md hinh hinh vi du djnh vdi muc dich du doin mdi quan he y djnh va binh vi tham gia Hen ket ciia hg nudi Thdng qua viec xem xet su ddng gdp cua cic biin: chia se thdng tin, cam kdt, vi hop ddng lien kit dl giii thich cho y dinh va hanh vi Hen kit ehuoi Kit qua nghien ciiu cho thiy cic gii thuyet nghien ciiu diu dugc iing hd, khing dinh ring ly thuyit hanh vi du djnh md rgng li phii hop de giii thich cho y dinh v i hinh vi lign ket cua hp nudi vdi tic nhin tham gia chudi Cic phat hien ciia nghien ciiu la dip iing ky vpng va chiia dung cae thdng tin khoa hgc can thilt, gia trj dl dg xuat eic ham y quin frj nhim thiic diy y djnh vi binh vi lien kit giua hd nudi vdi tic nhan tham gia chudi Tii lieu tham khao Ajzen, I (1991), The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50, 179-211 Ajzen, I., & Fishbein, M (1980), Understanding attitudes and predicting social behavior, Eaglewood Cliffs, New Jersey: Prentiee-Hall Arshinder, K., Kanda, «., & Deshmukh, S.G (2008), Supply chain coordinadon: Perspectives, empirical studies and research directions,/«/ J Production Economics,'Ho 115, pp 316-335 Cohen, J (1992), A power primer Psychological Bullentin, NewYork University, Noi 12(1), pp.155-159 Nghign ciiu An Do vi Chiu A Sd - 2019, tr.49-59 Nguyen Thj Nga Vgn dung Thuyit hdnh vi dudjnh Gao, L., Wang, S., Li, J., & Li, H (2017) Application of the extended the theory of planned behavior to understand individual's energy saving behavior in workplaces Resources, Conversation & Recycling, 127, pp.107-113 Gundlach, G., Achrol, R., & Mentzer, J (1995) The Stmcture of Commitment in Exchange, Journal ofMarketing No 59, pp.78-92 Handfield, R B & Bechtel, C (2004), Trust, power, dependence, and economics: Can SCM research bonow paiBdig^s"?, InternationalJournal of Integrated Supply Management, Wo] l,No 1, pp 3-32 Ho Huy Tuu, Nguyen Vin Ngpc & Do Phuang Linh (2018) Cic nban td hudng din hinh vi tieu diing xanh ciia ngudi dan Nha Trang, Tgp chi Kinh te Ddi ngoai, S6 2, tr.40-57 Maichum, K., Pariehatnon, S., & Chung Peng, K (2016) Application of the extended theory of planned behavior mgdel to investigate purchase intention of green products among Thai consumer Journal ofSustainability, No 8, pp 1-20 10 Rezaei, R., Mianaji, S., & Ganjloo, A (2018) Factors affecting farmer's intention to engage in onfarm food safety practices in Iran: Extending the theory of planned behavior Journal of Rural Studies, No 60,pp.l52-166 11 Toni, M., Renzi, M F., & Mattia, G (2007) Understanding the link between collaborative economy and sustainable behavior Journal of Cleaner Production, No 17, pp 1-28 12 iTanThiUuysnlTangilOn), Cdc nhdn td dnh hudng den quan he hgp tdc cua cdng ty lu hdnh vdi cdc nhd cung cap chudi cung ung du lich, Luan in Tien sT, Trudng Dai hpc Kinh tg Quoc din 13 Soosay, C A., Hyland, P W., & Ferrer, M (2008) Supply chain Collaboration: Capabilities for continuous iimovation, Journal of Supply Chain Management, No 13, pp 160-169 14 Zhao, X., Huo, B., Flynn, B.B & Yeung, J.H.Y (2007), The impact of power and relationship commitment on the integration between manufactures and customers in a supply chain Journal of Operation Management, No 26, pp.368-388 Nghien ciiu An Dp vi Chau A Sd - 2019, tr.49-59 ... 0,174), vi kiem soit hanh vi ddi vdi lign kit (^ = 0,174) Nhu vay, tit ca cac gia thuyit dg xuat dgu dugc iing hp 4.3 Thao luan ket qud nghien cuu Lign quan den viec giai thich y dinh vi hinh vi lien... ci Hdng My tai Viet Nam Cff so* ly thuyet va de xuat gia thuyet nghien cmi 2.L Casdly thuyet Ly thuyit hinh vi du djnh: Li mdt ly thuyit phd bien phan tich binh vi cua ngudi Ajzen nam 1991 cho... vi ciia hp Vi ddng co niy bj din dit bdi ba tien td ca bin la thai do, chuan myc chu quan, va kigm soat hanh vi dupe cam nhan Y dinh Ii mdt nhan td du doin tot nhit hinh vi dy dinh, vi dupe gia