Lua chon tro choi true tuyen: Thuc trang va cac yeu to anh huong Nguy&iH&Loi Truong Dal hoc CQng nghiep Ha Npi Theo eic bio cio " Thdng kd thi trudng Game cua Newzoo" cho bidt, thi trudng Game Online ciia Viet Nam biing nd va ting trudng manh md theo timg nam, hang logt cac nhi phat hinh game, nhi sin xuit GO lap mdi tung thj tmdng hing loat cic sin phim trdn c i PC, SmartPhone Hiu hdt eic Game Online dang phit tridn lai Vidt Nam ddu nhip khiu tii nude ngoii, viy doanh thu dat dugc phii ctiia se eho ddi tic Thi tnidng Game Online tgi Vidt Nam phit tridn rit nhanh vi dugc dinh gii Ii Idn nhit khu vue Ddng Nam A, rat nhidu nha phit hinh hay nha san xuit Game Online dugc lap va cho thi trudng rat nhidu san phim viy sg canh tranh Ihi trudng rat khde iiet I.Datvande Vdi dan sd hon 90 tridu ngudi vi dd cd khoing 32,8 tridu ngudi ehidm 1/3 dan sd Vidt Nam sii dung trd choi true tuydn dd giii tri Day la mdt sd' lidu cho thiy tidm ning to Idn cho cic doanh nghiep nganh Game Online Vdi lugng ngudi choi dugc thdng ke rit Idn nhu viy nhung khdng phii lugng ngudi choi dugc din trii ddu cho cic sin phim trdn tbi trudng, da phin mpi ngudi tip tmng vio mdt sd Game Online "hot" trdn thi trudng, hay mOt sd Game Online khdng cd sire "hot" nhung vin chidm dugc lupng ngudi choi ding kd Xuit phit tir nhung ly tren, de tai "Lua chpn trd choi true tuydn; Thue trang vi cac ydu td inh hudng" dd lip tmng khio sit bd phan sinh vien d mdt sd trudng dai hgc, tir dd cd the cd cii nhin chinh xic nhit, xic djnh diing nhit cic ydu td inh hudng tdi lua chpn va sii dung trd choi true tuydn, tii d6 dua dugc nhiing giii phip nhim thue day tang doanh sd, t^o siic manh canh tranh eho cac doanh nghiep phit hinh game vi cdn cd the giiip doanh nghiep nhan xu hudng ciia thi trudng, de phit tridn san phim game cua ridng doanh nghidp Xay dimg mii iiinli nghien cihi va gia tiiuyet nghien ciru Thuydt hinh dOng hgp ly (Theory of Reasoned Action - TRA) cho ring hinh vi dugc quyet dinh bdi y dinh thuc hidn hinh vi dd Y dinh la trang thii nhin Ihiic hude thge hien hinh vi; Ii mdt yeu to din ddn thge hidn hinh vi Vi thd, y dinh hinh vi (Behavior Intention - Bl) la ydu td quan trpng nhat du doin hinh vi vi chiu inh hudng bdi hai ydu td Ii thii ddi vdi hinh vi (Attitude Toward Behavior - AB) va chuin chii quan (Subjective Norm - SN), ddng vai trd nhu cic chlic nang de mdt ngudi dan ddn thuc hidn hanh vi Theo thuydt hanh vi hoach dinh (Fishbein & Ajzen, 1975), ly thuyet hinh ddng hgp Iy cd mdt mdi tuong quan cao vd thai dd va chuin chii quan ddn y dinh hanh vi, va sau dd tic ddng den hinh vi, Tuy nhien, lai cd su phan bac dd'i vdi mdi quan he giira y dinh hinh vi va hanh vi thuc td, vi muc dich hinh vi khdng ludn ludn dan den hinh vi thue td m i cd su kiem soat cua mdt ca nhan trdn hanh vi nay, dd phin mdi la" Kidm soat nhin thiic hanh vi" nham cai thien viec du doin y dinh hanh vi va hinh vi thuc td, dong thdi bd sung nhugc diem cua TRA Ii tinh tu khdng ludn xuat hien ciing vdi hanh vi Tir hai md hinh TRA va TPB cho thiy mdi md hinh ddu cd diem manh vi diem yeu Md hinh TPB dugc diing de md rgng, bd sung giai thich cho TRA, nen TPB thich hgp chgn lam ndn ting xiy dung md hinh nghidn ciiu Dua tren md hinh, cae khai niem co bin duac dua vio md hinh nghidn cuu bao gom: thii dp dd'i vdi viec lua chpn trd choi true tuyen; chuin chu quan; kiem soit nhin thiie hinh vi; ydu td bd sung them la San pham va Gia Gia thuyet HI ; Ngudi tieu ddng cd thai dd ddi vdi vide lua chgn trd choi true tuyen cang tich cue thi viec ehpn trd choi true tuydn cang cao Gii thuyet H2 : Ngudi tidu dting ed inh hudng chuin ehii quan vd viec lua chpn trd choi true tuydn cing tieh cue thi hanh vi lua chon trd choi tmc tuyen cang cao Gii thuydt H3 : Didu kidn vd thdi gian cd tie ddng tich cue den hinh vi lua chgn trd choi tnic tuydn 57 NGHliNClAJ Gia thuyet H4 : Cd quan he dong bidn vdi hanh vi lua chon trd choi true tuydn eiia ngudi tidu dimg Gia c i cing phii hgp vdi chit lugng, gia phii hgp vdi ehi tieu ngan sach ciia ngudi tieu diing thi cing cd nhieu ngudi lua chpn hon va ngugc lai Gia thuydt H5 : Cim nhin ve Igi ich ciia sin phim cang cao tbi quydt dinh sii dung cua ngudi tieu diing cing cao San phim dip iing nhu ciu, cd sg khic biet, da dang Idi chcri, hip din vi dd boa dep, vdi cac thdng sd kem theo, thi cang cd nhieu ngudi mua hon va ngugc lai Vdi hanh vi thuc hidn duge dua vao bd'i canh cu thd la hanh vi lua chon trd choi true tuydn cua ngudi tidu dting, cie ydu td md hinh duoc thdng nhit tap tmng nham xic dinh miie anh hudng ddi vdi hanh vi lua chon trd choi true tuydn eiia sinh vien tai mdt sd trudng Dai Hpc trdn dia bin Hi Ngi, tu md hinh ly thuydt d i trinh bay, md hinh nghidn ciiu dugc dd xuat nhu sau: Ket qua ngiiien cihi Idem dinh Bi cd thd thgc hien dugc phuong phiP md hinh nghidn ciiu bang phuong P'^^P./^f ^V^ nghien cuu da thuc hien phan tich nhan td kham pna (EFA- Exploratoiy Factor Analysis), sau tinh toan ehi sd KMO (Kaiser-Meyer-Olkin) dat yeu cau vdi gii Ui 0,749 vi kidm djnh Barlette cd ^ nghia thdng kd Phin tich tuong quan Pearson ( dg tin ciy 95%) dugc sii dung lam thude dp Ion cua cac mdi lidn he giiia cie bidn dinh lugng nghien ciiu Thdng qua thudc niy cd thd xae dinh mdi lidn hd tuyen tinh giiia bidn phu thudc va cie bien ddc lip PhSn lieh tuong quan Pearson dugc sii dgng phin niy de phin tich mdi quan he giiia cie nhin td' hong md hinh nghidn cim Tu md hinh nghien ciiu dd xuit, ta CO tuong quan giiia bien Hinh vi lua ehgn (HV) vdi bien dde lap bao gdm: Sin Phim(SP), Chuin Chii Quan (CQ), Nhan Thiic (NT), Thii Do (TD), Tmydn Thdng (TT) Hinli Mo Idnh nglil#ii cihi d^ lu^t B i n g Ma trf n hnrng qaan HV HV SP CQ 371 416" 000 371 425" mi NT Phuong phap nghien ciru Nghidn eiiu cac ydu td anh hudng ddn hanh vi lua chon trd choi true tuydn dugc thuc hien theo ba budc chinh gdm nghien ciiu dinh tinh, nghidn ciiu khao sit so bd vi nghidn eiiu ehinh thiic Nghien ciiu so bd dugc thuc hien thdng qua nghien ciiu dinh tinh, vdi ky thuat thio luin nhdm tap tmng va phdng vin, nhim khim phi cd dugc cich dimg thuat ngu phii hgp, rd nghia vi bd sung cac y kidn khae Nghien ciiu thu thap dii lieu dinh tinh dugc tidn hanh nhdm 30 ngudi theo dan bii ciu hdi chuan bi trudc Ddi tugng tham du ti khaeh hang da tiing sir dung trd choi true tuydn tai TP.Ha Ndi Sau tidn hanh thio luan sd tdng hgp y kidn va didu ehinh dd phii hop vdi thang do, hoin thien bing eau hoi va hoan thien bing cau hdi va thgc hien nghien ciiu djnh lugng tren dja ban Dua tren cac md hinh ly thuyet cic thdng tin thu dugc tai budc nghien cuu dinh tinh dd khing dinh vi bd sung thdm cic thinh phin, eae ydu td tie ddng ddn hanh vi ngudi sii dyng trd choi tnjc tuydn Nghidn ciiu chinh thiic thue hien phuong phip nghien eiiu djnh lugng bang each phong vin tare tidp qua bing cau hdi chi tidl va dting phan mdm SPSS dd xii ly sd lieu 58 TB TT 371 244" 000 371 632" 000 371 020 702 SP 416" 000 371 371 320" 000 371 182" 000 371 306" 000 371 -.180" 001 CQ 425" 000 371 320" 000 371 371 094 070 371 144" 006 371 029 584 NT 244" 000 371 182" 000 371 094 070 371 371 053 307 371 -.104* 045 TD 632" 000 371 306" 000 371 144" 006 371 053 307 371 371 -.035 506 TT 020 ,702 371 -.180" 001 371 029 534 371 -.104* 045 371 -.035 506 371 Dua vao ket qua phan tich tuong quan cho thSy, muc dp tuong quan tuyen tinh ciia cac bi«n la kh4 chat che Rieng bi6n TT co sig 0.702 > 0.05, d6 blfa khang co luong quan tuygn tinh vol blen phu thu6c.T4c gia van tiin hanh cho chay h6l nuv C4c bi& doc lap SP.CQ.NT,TD CO sig > 0.05 nen cd nhieu kha nang giai Ihich cho bien phu thuoc Do d6 cd Ihg du doan mo hinh hdi quy cd dang nhu sauHV = 60 + bISP + b2CQ + b3NT+ b4TB + bSTT + ei Nhu vay, viec sir dung phan lich hoi quy ,uyj,„ ,|„h la phu hop^ Tuy nhien, ket qua phan l i c h L ^ " ' " ' cOng cho thay he so luong quan giua c4c biSn dor u a muc tuong quan manh nen can quan lam d • h'a tuijng da cong luy& phan lich hoi quy a^ 5"^ He s6 hoi quy cua mo hinh: Bang2.Hfsdholquy chuin h6a Mdhlnh B Std EiTor Tli&Dg ke da c^ng tuySn Sig Beta Tolerance -1,709 088 141 618 000 VIF f 100 212 028 781 1.281 242 031 284 7,742 ,000 886 1.129 IT ID FT ISl 037 170 4,835 000 959 1.042 522 035 541 14.893 000 904 1.107 053 025 074 953 1.049 ICCoostanl) :o -.362 HfsA cfan^lida 2.084 038 Dua vio ket qui niy cho phep kdt luan: Thii nhit, eie gii thuydt: HI, H2, H3, H4, H5 dugc d^ xuat md hinh ly thuyet deu dugc chip nhin: Thii hai, md hinh hdi qui dang chua chuin hda vd cic ydu td' inh hudng dugc xic dinh nhu sau: HV = 0.141*SP -I- 0.284*CQ -I- 0.170*NT -I0.541 *TD -1- 0.074*TT Trong do: SP: Sin phim CQ: Chuan chu quan NT: Nhin thue kidm soit TD: Thii dg vdi trd choi true tuyen TY: Tmydn thdng Thiiba, miic dO inh hudng (tim quan trgng) ciia cic ydu td ddn hinh vi lua chon Tro choi trgc tuydn dugc xac djnh thdng qua hd sd beta chuin hda nhu sau: - Sin Phim (SP) Ii ydu td inh hudng ddn hinh vi lua chgn trd choi tmc tuyen Cu the la, Sin phim tang, giim 01 don vi thi hinh vi lua chgn tang, giim 0,141 donvi - Chuin chii quan (CQ) la yeu td inh hudng manh nhat ddn hinh vi lua ehpn trd choi true tuydn Cu the la, Chuin chii quan tang, giam 01 don vi thi hanh vi lua ehpn trd choi true tuydn tang, giam 0,284 don vj - Nhan thiic (NT) la ydu td anh hudng ddn hinh vi lya chgn trd ehci true tuydn Cu thd la, Nhin thiic tang, giam 01 don vj thi hinh vi lua ehgn trd ehci true tuydn tang, giim 0,170 don vi - Thii dd (TD) Ii ydu t6 inh hudng ddn hinh vi lua chqn trd choi tn^c tuydn Cu thd Ii, Thii dd ting, giim 01 don vi thi hinh vi lua chpn trd choi trgc tuydn tang, giim 0,541 don vi - Tmyen thdng (TT) la ydu td inh hudng ddn hinh vi lua ehgn tro choi true tuyen Cu the la, Tmyen thdng tang, giim 01 don vj thi hanh vi lua ehpn trd choi true tuydn tang, giim 0,074 don vi Ket iuan Kdt qui nghidn eiiu eho thiy cic ydu td' tie ddng ddn vide Iga chgn trd choi tme tuydn gdm Ii cic ydu toThii dO, Chuin ehu quan, Nhin thiic kidm soit hanh vi Sin phim, Tmyen thdng Tic gii da xic djnh ydu td inh hudng den hinh vi lua chgn trd ehoi hue tuydn Trong dd ydu td Thii dg ed hd sd Beta la 0.541 Ii anh hudng nhidu nhit va yeu td Tmydn thdng ed he s6 Beta Ii 0.074 Ii anh hudng it nhit Ket qui eung ehi rang cic nhin td xem xet ddu cd anh hudng duong va ddu ddi vdi Hanh vi lua ehgn trd ehoi tnre tuydn, neu tang gii tri cda mdt bit ky nam nhan td nao thi sd lam ting gia hi hinh vi lua ehgn Nhu vay, eic nhi phin phdi trd choi true tuydn cd thd tie ddng giin tiep ddn hinh vi lua ehgn thdng qua vide tie ddng vao timg nhan td Thii do, Chuin chil quan, Nhin thiic kidm soit hanh vi Sin pham, Tmyen thdng Nhim cii thidn nang cao cic gii tri djeh vu co bin cua minh, ddng thoi nhiing nhi sin xuit GameOnline cd thd dua vao dd dd ning cao ehit lugng dich vu cua minh Viec xae dinh dugc cie yeu td inh hudng den hinh vi lua chpn trd choi true tuydn, cting miie dd quan trgng vi gii tri thue trang cua chiing Ii co sd khoa hgc dd eic nhi quin tri hogch dinh cic chinh sach phit tridn eiia cic nhi phan phdi cQng nhu eie nha sin xuit Vi the, can cii vio kdt qui nghien ciiu dugc trinh bay, tic gii eho ring de thu hut duge lugng ngudi choi nhit va dat dugc doanh thu eao nhit can tip tmng ngudn luc de thuc diy vi phit tridn cic nhan to inh hudng: Chuin chii quan, nhan thiic kidm soat, thai dd, sin phim, tmyen thdng./ Tai iieu tham l(hao Armitage, C.J.& Conner, M.(2001), Efficacy of the Theory of Planned Behavior: A meta-analyric review, British Joumal of Social Ajzen, 1.(2005), Explaining intentions and behavior, Attitudes, Personality and Behavior, Poland: Open university press, second edition Ajzen, 1.(2002), Constmcting a TpB Questionnaire: Conceptual and Methodological Considerations — Brief Description of the Theory of Planned Behavior, Joumal of Applied Social Psychology, retrieved April 01,2012, from leek Ajzen Rahim, N.A & Junos,S (2012), The Halal Product Acceptance Model for The Religious Society, Business & Management QuarteIyReview,3(l),17-25,ISSN 21802777,17-25 Rahrovy, E& Vaezi, H.(20I2), An Application of the Theory of Planned behavior (TBP) in describing Customers" — Use of Cash Cards in Points of Sale (POS), International Journal of Learning & Development, ISSN 2164- 4063,2(6),222-223 Rogers, E M (2003) Diffusion of innovations (5th ed.) New York, NY: Free Press 59