Cac nhan to anh hiTofng den hanh vi tieu dung hang may mac cua cu* dan TP Da NSng v o THI THANH THCTdriG* N G G Y I N THI THAO" Tom m Bdi viit dffa tren kit qud khdo sdt cdc hg gia dinh tren qudn thugc dia bdn TP Dd Ndng vdi 381 mdu hgp le de nghien cUu nhffng nhdn tddnh hudng din hdnh vi tieu diing hdng may mdc tren dia bdn TP Dd Ndng Dong thdi, dffa tren nhffng kit qud dgt dugc, nhdm tdc gid de xudt gidi phdp giup cdc doanh nghiep cffng cd thi phdn nudc, cgnh tranh vdi thi trudng hdng may mdc nUdc ngodi Tifkhoa: hdnh vi tieu dung, hdng may mac, cgnh tranh, khdch hdng, hdng ngi dia Summary The research is based on the result of a household survey on districts under Da Nang city With 381 valid samples, it aims to study factors influencing local consumer behavior towards purchasing garments Also, the authors propose solutions for enterprises to strengthen their both domestic andforeign market share Keywords: consumer behevior, garment, competitive, customer, domestic goods GlCfl THIEU CO sd LY TIIUYET VA P H U O N G P H A P NGfflEN CLfU Viee gia nhap vao eac hiep dinh thrfdng mai da plirfdng, nhrf: TPP, WTO, Cdsdiy thuyit ASEAN eang lam gia tang ap life Trong eong tiinh nghien eiiti ve hanh vi ngrfdi tieu eanh tranh giffa hang nffdc va nffdc dimg, David L.Loudon & Albert J DeUa Bitta (1993) ngoai Det may la mpt nhffng nganb da dinh nghia "Hdnh vi ngudi tieu dung la qud trinh dang ddi mat vdi yeu cau mpt khat khe hOn va suf eanh tranh khde let hdn bao HINH 1: MO HINH NGHIEN CCiU CAC NHAN TO ANH HUdNG gid bet Tuy nhien, thife trang dang budn DEN HVTD HANG MAY MAC NOI DIA BAN DAU hien la mat bang may mac ehu yeu lai dtfde tang effdng xua't khau sang thi trffdng Xa Ca Tam Chieu San Van hoa nhan thi pham ben ngoai, ma lai de sau Itfiig minh ly hpi thi trtfdng npi dia day tiem nang Vi ly do, viec nghien cffu eae nhfin td anh htfdng + de'n hanh vi tieu diing hang may mac tren Thai dia ban TP Da Nfing se giup dinh htfdng diing dan de khai thac thi trffdng tieu thu hang may mac nrfde mpt each triet de nhfi't "ThS "ThS., TrrfSng Dai hpc Duy Tan i Email: nguyenthithao30ktl2@yahoo.com Ngay nhan bai 25/06/2016; Ngay phan bien: 15/08/2016: Ngay duyet dang: 17/08/2016 Economy and Forecast Reviev A.-^ Gia ca Phan phoi BANG 1: THANG DO CAC NHAN TO ANH HCiflNG DEN HANH VI TIEG DCING HANG MAY MAC NOI DjA NHAN TO VAN HOA NHAN TO XAHQI NHAN TO CA NHAN NHAN TO TAMLY NHAN TO SAN PHXM NHAN T d GIACA NHAN TO PHAN PHOI NHAN TO CHIEU THJ 64 VHl Do phu hdp vdi dac diem moi trtfcfng song va lam viSc VH2 Do phii hdp vdi ton giao VH3 Do phu hdp vdi xu hirdng chung hien VH4 Do phu hdp vdi thuan phong my tuc cua dan tpc VH5 Do phii hdp vdi tang Idp xa h6i XHl Do tham khao y kien ciia ngirdi than gia dinh XH2 Do tham khao y kien ban be than quen XH3 Do lang nghe ttf van tir dong nghi$p XH4 Do tham khao y kien tir cac to ehu'c khac nhtf cac diln dan, cac hpi da su" dung, cac mang xa hpi 10 XH5 Do anh htfdng tir phong c^ch ngtfdi ndi tieng 11 XH6 Do anh htfdng theo phong trao xa hpi 12 CNI Phii hdp vdi s6 thich ca nhan 13 CN2 Phu hdp vdi Itfa tudi 14 CN3 Phii hdp vdi gidi tinh 15 CN4 Phil hdp vdi nghe nghiep hien tai 16 CN5 Phii hdp vdi phong each cua ca nhan 17 TLI 18 TL2 Cam tha'y tin ttfdng hang npi dia Cam thay ttf hao diing hang npi dia 19 TL3 Cam thay thich thii sii' dung hang npi dia 20 TL4 Cam tha'y gdp phan vao stf tang trtfdng va xay dtfng cija dai ntfdc 21 TL5 Cam thay hai long ve san pham hang npi dia 22 SPI 23 SF2 Da dang ve kieu dang, miiu ma 24 SP3 Phii hdp vdi yeu miia vu thdi tie't 25 SP4 Chat Itfdng dam bao 26 SPS Nhieu thtfdng hieu dtfdc nhieu ngtfdi biet den va tin dung 27 GCI Do gia hang may mac npi dia re hdn so vdi cac hang khac 28 GC2 D l dang so sanh ve gia 29 GC3 Tiet kiem dtfdc mpt khoan tien 30 GC4 Gia ca canh tranh 31 GC5 Mua dung gia niem yet 32 PPl 33 PP2 Thuan tien qua trinh di ehuydn den dia diem ban 34 PP3 Dia diem bdn hang la cac sieu thi Idn uy tin Da dang ve mau sac Cd nhieu dia diem ban 35 PP4 Nhieu dia diem trtfng bily dep, ddc ddo 36 CTI Nhieu chtfdng trinh khuyen mai theo kem 37 CT2 Dtfdc chiet khau hoa hdng mua vdi sd ItfdngIdn 38 CT3 Da phan nhan vien deu rat nhiet tinh gidi thieu 39 CT4 Nhieu chtfdng trinh truyen hinh, bao chi tuyen truyen khuyen dung quyit dinh vd hdnh ddng thffc ti cua cdc cd nhdn ddnh gid, mua sdm, sff diing hoac logi bd nhffng hdng hod vd dich vu " Hay theo Philip Kotler, "Hanh vi tieu dhng la nhffng banh vi cu the eua mpt ea nhan thffc hien eac quye't dinh mua sam, sff dung va vfft bd san phfi'm bay dich vu " Dffa tten nghien cffu ly thuyet eiing nghien eiJu cua cac tae gia khae vl linh vifc hanh vi tieu dung ttong va ngoai nrfdc d mpt sd linh vufc ttifdc do, nhdm tae gia ke thffa va bd sung mo hinh nghien cffu nhff Hinh va cd cae gia thuye't sau: HI: Ye'u td van hda anh htfdng de'n thai dp eua ngtfdi tieu dilng; H2: Ye'u td xa hdi anh htfdng de'n thai dp cua ngtfdi tieu dilng; H3: Yeu td tam ly anh htfdng de'n thai dp cua ngtfdi tieu dung mua hang may mac npi dia; H4: Ye'u td ca nhfin anh htfdng den thai dp cua ngtfdi tieu diing; H5: Ye'u td san pham anh htfdng de'n thai dp eua ngtfdi tieu dung; H6: Yen td gia ca anh htfdng de'n thai dp cua ngtfdi tieu dUng; H7: Ye'u td phfin phdi anh hrfdng de'n thai dp cua ngtfdi tieu diing; H8: Yeu td chieu thi anh htfdng de'n thai dp cua ngtfdi tieu diing; H9: Yeu td thai dp anh htfdng de'n quye't dinh mua bang may mac npi dia cua ngtfdi tieu dung Phffdng phdp nghien cffu Cupc khao sat dtfde tie'n hanh d eae bp gia dinh tten qufin thupe dia ban TP Da Nang vdi tdng sd mfiu phat 400 mau, ke't qua thu dtfdc 381 mfiu b(3p le thong qua bang cfiu hoi gifi'y dtfde phat ngau nhien Thdi gian nghien cffu tff thang 3/2016 de'n thang 5/2016 Cac tbang eua cac khai niem nghien cffu ttong mo hinh sff dung thang Likert tbang diem danh gia tff den Thang drfdc sff diing bang cfiu hoi de Irfdng eac bie'n mo binh nghien crfu eu the (Bang 1) Nghien cffu sff dung phfin tieh thdng ke mo ta, phrfdng phap phfin tieh nhfin td kham pha EFA (Exploratory Factor Analysis) va danh gia dp tin cay Cronbach alpha Sau do, phfin ticb trfdng quan giffa cac bie'n Cudi ciing phan tich boi quy da bien va phan ticb ANOVA de kiem dinh gia thuye't nghien cffu (Bai vie't sff dung each vie't sd thfip phfin theo chuan qude te) Kinhle KET QUA NGHIEN CtTU Kiem dinh Cronbach's Alpha Qua cac lan chay Cronbach's Alpha cho cac nhdm bie'n, ta cd ke't qua kiem dinh cuoi cilng cua cac nhdm Ifin ltfdt nhtf Bang Can eff vao mo hinh ly thuye't, bang cfiu hoi bao gdm nhdm bie'n dpe lap (Trong cd bien ngoai sinh va bie'n npi sinh bien thai dp) va bien phu thupe Thang Likert vdi day gia tri de'n dtfdc sff dung de ltfdng cam nhfin eua ddi ttfdng dtfdc khao sat ve cac ye'u to anh htfdng de'n Hanh vi tieu diing hang may mac npi dia Ke't qua phfin tich dp tin cay Cronbach's Alpha cho cac nhdm bien, sau loai cac bien khdng dat yeu cau thi cdn lai cac nhdm bie'n sau: Xa hpi (XH4 XH5, XH6), Ca nhfin 1CN1.CX2 CN4 CN5) Tfim ly (TLI, TL2,TL4, TL5) San phfi'm (SP'l SP3, SP5), Gia ca (GC2, GC3, GC4, GC5) Chieu thi (CTI, CT2 CT3 CT4) Thai dp (TDI, TD2, TD4, TD5, TD6) Cae bie'n se dtfdc sff diing ttong phfin tich nhfin td kham pha EFA Kiem dinh EFA Dieu kien de phfin tieh nhan to' kham pha EFA la phai thoa man eae yeu can: He sd tai nhan td (Factor loading) > 0.5; He sd KMO dat 0.5 < ICMO < 1; Kiem dinh Bartlett ed y nghia thdng ke Sig < 0.05; Phan ttam phtfdng sai toan bp (Percentage of variance) > 50% (Bang 3) Thong qua ke't qua phfin ticb nban td, cac bien quan sat drfdc gpp nhdm nhan td ehinh, gdm: Tfim ly (4 bien quan sat), Ca nhan (4 bie'n quan sat), Chieu thi (4 bien quan sat), Gia ca (4 bien quan sat), Xa hpi (3 bie'n quan sat), bie'n San pham VI khong dat yeu cau nen bi loai Kiem dinh tiiang quan bien He sdsig deu nho hdn 59^ day la mpt ttong nhffng tien de tdt giup nhdm tac gia tien hanh xfiy drfng mo hinh bdi quy da bie'n Qua kiem dinh ttfdng quan bien xa hpi va ca nhfin bi loai khoi mo hinh hdi quy vi he sdsig Idn hOn 5'7c Cac bie'n lai deu thda man yen cau Hdi quy da bien giffa cac bien ngoai sinh va npi sinh: Bie'n ngoai sinh la bie'n thai dp (TD), se drfdc chay hdi quy vdi nhdm bie'n npi sinh gdm: tam ly gia ca, ca nhfin, chieu thi Ta cd ke't qua hdi quy da bien (Bang 4) Qua ket qua hoi quy cho thfi'y: ehi cd nhfin td GC (Gia ca) ed he sd sig Idn bPn Economy and Foreca>t Review 5%, dd bie'n khong drfde chfi'p nhan mo binh hoi quy Cac nhfin td lai deu dat yeu eau ve he sd sig, ciing vdi be sd VIF nho hdn 2, dieu cho tha'y khong tdn tai da eong tuyen ttong mo hinh Ham hdi quy eua thai d5 drfde xay dtfng nhtf sau: THAIDO = 0.508*00 + 0.199*OT BANG 2: P H A N TICH CRONBACH'S ALPHA Bien Cronl>ach's quan Alptia ! sat ^ 686 Cronbach's Bie'n Alpha if Item quan Deleted sat Cronbach's Cronbach's Alpha Alpha if Item Deleted \ 805 ]XH4 672 TU \XH5 686 TL2 740 XH6 671 TL4 744 ! TL5 774 753 \ 785 685 CVI 684 SPI C\2 651 SP3 , 672 641 C.\4 770 SPS -667 C.V5 772 761 746 \GC2 ! 691 CTI 698 GC3 692 CT2 663 GC4 696 CTJ 676 GC5 737 CT4 712 7S7 \TDn 755 \ TD2 735 \ TD4 772 TD5 739 TD6 734 N g u o n : tinh t o a n ctia n h o m t a c gia BAN G : K E T QUA PHAN TiCH E F A Chl tieu can dan I gia Gia t ri cba}• dtfdc [He so KMO 0.755 Gid tri Sig Phuang sai trich , Gid tri Eigenvalue ; K^t l i n 0.51 ' HINH 2: WO HINH HANH VI 'HEO DONG HANQ MAY MAC NQI DIA HIEU CHINH LAN Nghe nghiep Ai; nghien cffu sau tham khao va phat trien mo hinh mdi BANG 4: HOI QUY DA BIEN Model (Constant) TL CT GC Standardized Coefficients Beta t 9.621 508 11.264 199 4.184 -.015 -.308 Sig Tolerance Collinearity Statistics VIF 000 000 830 000 745 759 754 1.204 1.341 1.326 Hdi quy ddn giffa bien npi sinh va bie'n phu thupc: Bie'n thai dp (THAIDO) se dffdc ehay hdi quy cilng vdi bie'n phu thupc cua mo hinh la bie'n hanh vi tieu dung (HANHVI) He sd VIF < 2; sig nho hdn 5% vfiy mo hinh hdi quy la hoan toan phii hdp Ta cd kdt qua hdi quy sau: HANHVI = 0.687*THAIDO Kiem dinh TVNOVA cho cdc bien gidn tiep Ket qua eho tha'y, phffdng sai eua hanh vi ed bang bay khae giffa tudi, nghe nghigp Sig deu Idn bdn 0.05 nen gia thuye't "PhffPng sai bang nhau" drfde chfi'p nhfin va bac bo gia thuyet "Phrfdng sau khac " Va do, ke't qua phfin tich ANOVA ed the sff dung Ke't qua phfin tieh ANOVA vdi mffe y nghia 0.017 < 0.05 nen du dieu kien de khang dinh suf khac biet ve mat thd'ng ke xet cae nhdm ye'u td dp mdi Dieu eung cd nghia la: Cd sif anh hffdng cua dp tudi den banh vi tieu dung hang may mac npi dia Ke't qua phfin tieh ANOVA vdi mffe y nghta 0.02 < 0.05 nen ta du dieu kien de khang dinh sff khac biet ve mat thdng ke xet cae nhdm yeu td ttong nghe nghiep Dieu eung cd nghia la: Cd sif anh hffdng cua nghe nghiep den hanh vi tieu dung hang may mac npi dia Vdi ket qua nghien cifu eua nhdm, nghien cttu ve nhfin td anh hrfdng de'n banh vi tieu dung bang may mac npi dia, nhdm tac gia xfiy drfng drfdc md binh cu the nbrf Hinh Ke't qua eho tha'y, tff bien quan sat ban dau theo mo binh ly thuyet, qua ke't qua nghien cffu, chi lai bie'n ngoai sinh tae dpng manh me de'n thai dp ngffdi tieu diing lan Irfpt la: Gia ca (GC) (0.508) va Chieu thi (CT) (0.199) va Thai dp (TD) (0.687) anh hffdng manh me den hanh vi tieu dung hang may mac ciia eff dfin TP Da Nang Ben canh do, sff xufi't bien cua cae nhdm bie'n gian tie'p la dp tudi va nghe nghiep eung la mpt nhffng ye'u td quan trpng, lam ep sd cbo cae KET LUAN VA KIEN NGHI Ke't qua nghien cffu chi rang, Gia ea, Chieu thi Thai dp la nhffng nhan td anh hffdng den hanh vi tieu diing hang may mac cua TP Da Nang Qua do, nhdm tae gia de xufi't mpt sd kien nghi giiip eac doanh nghiep nfing cao chfi't lffdng phuc vu, dap ffng nhu cau eua ngtfdi tieu diing ttong Thanh phd^ Thff nhdt, ve gia ca, can tang etfdng nghien cffu va phat trien san pham, gia san pham Dtfa cac mffe gia hdp ly de canh ttanh vdi san pha'm nffdc ngoai Ddng thdi dtfa cac dich vu nhtf: tta lai hang de dang, giao hang miSn phi, dat bang nhanh cho khaeh hang Can niem yet gia ro rang, eu the tffng san pham thifc te va tten website de khach hang dS dang so sanh gia va chpn ltfa Xay difng phtfdng thffc toan linh boat eho khaeh hang Thff hai, ve nban td Chieu tbi, cac doanh nghiep can td chffc cac budi sff kien, hdi thao, budi mat san pham mdi va tang qua cbo khach hang vdi mue dieh xay dffng mdi qua he giffa doanh nghiep va khaeh hang Nhfin dip eac 16, can ed nhffng chtfdng trinh khuyen mai, tri fin cho khach hang Day manh cac boat dpng quang cao, PR, chtfdng tnnh xuc tie'n thtfdng mai dfi'y nhanh tdc dp tieu thu cung nhtf lam tang kha nang tieu thu san pham eho doanh nghiep, flm kiem khach hang, tao uy tin ban dau eho doanh nghiep Thff ba, ve Thai dp, can cd thai dp niem nd vdi khach banh, tao cho khach hang mpt cam giac tin tffdng, mot sff thoai mai va cam hffng mua hang De dat dtfdc tbanb eong, ngtfdi ban phai cd mpt van boa giao tiep ban bang thuc, mpt ngon ngtt giao tie'p Uch stf va khdn kbeo.Q J A I LIEU THAM KHAO Trtfdng Dinh Chie'n (2010) Qudn tri Marketing, Nxb Dai hpc Kinh te Qudc dan Ha Npi Anderson DF( 1983) Marketing, scientific progress, and scientific method, Joumal ofMarketino 47 Fall, 18-31 ã' ""^^ô""S David L.Loudon & Albert J.Delia Bitta (1993) Consumer Behavior: Concepts andAnnlimtinr,^ McGraw-bill Inc, 4* edition, USA imications, Michael R Solomon (2006) Consumer Behavior, Prentice Hall, 2006 Philip Kotier (2002) Marketing cdn bdn, Nxb Thdng ke, Tai ban lan thff 66 ... thupc cua mo hinh la bie'n hanh vi tieu dung (HANHVI) He sd VIF < 2; sig nho hdn 5% vfiy mo hinh hdi quy la hoan toan phii hdp Ta cd kdt qua hdi quy sau: HANHVI = 0.687*THAIDO Kiem dinh TVNOVA... hffdng cua nghe nghiep den hanh vi tieu dung hang may mac npi dia Vdi ket qua nghien cifu eua nhdm, nghien cttu ve nhfin td anh hrfdng de'n banh vi tieu dung bang may mac npi dia, nhdm tac gia... Chieu thi (CT) (0.199) va Thai dp (TD) (0.687) anh hffdng manh me den hanh vi tieu dung hang may mac ciia eff dfin TP Da Nang Ben canh do, sff xufi't bien cua cae nhdm bie'n gian tie'p la dp