Xây dựng niềm tin khách hàng yếu tố quan trọng trong việc thúc đẩy ý định mua hàng trong mô hình bán lẻ qua truyền hình ở việt nam

Pham Minh Ti^n & LS Quic Hi^u, Tpp chl Phfit tri^n Kinh t^, 26(12), 107-127 Xay durng niem tin khach hang: Yeu to quan trong viec thuc day y dinh mua hang mo hinh ban le qua truyen hinh 6* Viet Nam PHAM MINH TIEN Trudng Dai hpc Kinh t l TP.HCM - phamtienidr(gueh.edu.vn LE QUOC HIEU Cong ty tu van & dao tao Au Lac - hieulq201 l(^yahoo.com Ngc^ nhdn: 20/01/2015 //gay nhdn lgi 04/12/2015 Ngay duyet ddng: 12/12/2015 Mdso: 0115-P36-V11 Muc dich cua nghien cihi nham xac dinh cac nhdn tfl tac dflng din niem tin khach hang va moi quan he giiia niem tin khach hang vol y dinh mua sSm qua truyin hinh tai VN, Tac gia sir dung phuong phap hon hpp hai giai doan vdi kT thuat Delphi lay y kien chuyen gia vh mfl hinh cau tnic tuyin tinh (SEM) dl phan tich dii lifiu dinh lupng cho mlu gflm 480 khach hang tai TP.HCM Ket qua cho thay chinh sach ban hang, thong tin cong bo va su thuan tien mua sam qua kenh truyen hinh co anh hirong manh nhat den mem tin khach hang Dong thdi, nghifin ciiu chi nilm tin khach hang tang len se lam tang y dinh mua sdm qua Uuyfin hinh Kfit qua la can cir quan trpng giiip cac nha quan tri hoach dinh duac chiln liroc diing ddn vific xay dung nilm tin khach hang nhdm thiic day y djnh mua sam ciia khach hdng qua truyfin hinh cf VN Abstract Ban hdng le qua truyin hinh, nilm tm khach hang, mo hinh cdu Uic tuyin tinh, phan tich nhan t l khang dinh Keywords: TV shopping, customer trust, Structural Equation Modeling, Confirmatory Factor Analysis This study aims to determine the factors influencing the customer trust on TV shopping and investigate the relation between the customer trust and purchase intention to the shopping on TV Constructing a mix-method approach in two phases with Delphi technique for surveying expert panel's opinions and also adopting Structural Equanon Modeling (SEM) for the dataset of 480 customers in Ho Chi Minh City, we find that such factors as sales policy, product and service information, and shopping convenience influenced most strongly the customers trust, and that greater trust results in increasing purchase intention This study's results are significant to managers' setting up a right plan for building the customers trust to increase the customer's purchase intention on TV in Vietnam, Pham Minh Ti^n & Lfi Quoc HiSu Tfp chl Phfit tnen Kinh te, 26(12), 107-127 Gidi thieu Md hinh ban lfi qua truyin hinh xudt hifin lan dau tifin tai M^ ttong nhiing nam d4u ciia thap nien 1990 bdi hai cong ty QVC vd HSN, va dugc xem nhu la mgt "cuoc each mang" ve ban le tai My (Ryan, 1994; Solomon, 1994) Sau mo hinh phat ttien manh me tai cac nudc chau Au va chau A nhu Diic, Anh, Han Quoc, Nhat, Trung Quoc, V.V va trd thdnh kenh mua sdm mdi dugc rat nhilu ngudi tieu dung ua chuong" (Lee, 2008) Thdi gian gdn day, md hinh da du nh^p vao VN va dugc nhilu ngudi don nhdn Hifin nay, co nhilu c6ng ty ban le qua truyin hinh da thdnh Idp va hoat dgng kha hieu qua d VN nhu Lotte Ddt Viet, VGShop, SCJ, va dac biet sdp tdi thi trudng ban le qua truyin hlnh VN se d6n thfim mgt lien doanh kha hiing manh khac la VTVHYUNDAI, lien doanh ciia cac dan vj thugc Ddi Truyin hinh VN va Tap doan HYUNDAI Home Shopping Network ciia Han Quic Dieu hiia h?n se mang den cho ngudi tieu diing Viet dugc trai nghiem nhiing tien ich mua sdm mdi va hien dai Cung nhu cdc loai hinh thuong mai difin tir khac, loai hinh ban Ie qua truyen hinh, khach hang khong thl nhin thdy va kilm tra san pham thyc tl nhu cac kfinh bdn le truyin thong khac nen viec dat mua san pham hoan toan dya tren sy tin tudng vdo doanh nghifip ban hdng (Dan & cgng sy, 2009) Trong mo hinh nay, nifim tin la yeu to quan trgng; vi vay, doanh nghifip cdn tao m6i ttudng kinh doanh dang tin cay dfi khach hang CO the hoan toan dat niem tin vao giao djch cua hg (Dan & cong sy, 2009) Nilm lin giup cho khach hdng "vugt qua rao can ve su kh6ng chac chdn vd riti ro" cua thuang mai dien tit (McKnight & cgng sy, 2002) Viec xac djnh cdc yfiu to dnh hudng din nifim tin khdch hang va moi quan he giiia nifim tin vdi y djnh mua sdm cua khdch hang co y nghTa ddc bifit quan trgng vific xdy dyng chifin lugc bdn hang qua truyfin hinh, giiip doanh nghiep tao dyng hinh dnh thuang hieu va lgi the canh tranh Co sd li thuyet va phirong phap nghien ciru 2.1 Khdi qudt mo hinh bdn le qua truyen hinh Ban le qua truyin hinh la each thiic ngudi ban trinh bdy san phdm tren truyen hinh va ngudi mua lya chgn san phdm phii hgp vdi nhu cdu sir dung nhd cac hinh anh ciia sdn pham, chiic ndng, tinh nang sii dung dugc ngudi ddn chuang trinh trinh dien tryc tilp tren truyin hinh (Ryan, 1994) Khi ngudi xem bj thuylt phuc de mua mgt sdn phdm, don Phgm Minh Ti^n & U Qu6c Hi^u Tap chl Phfit triin Kinh t^ 26(12) 107-127 gian hg chi can ggi dien dat hang qua so dien thoai hien thj tten man hinh Don hang se dugc chuyin din tan tay khach hdng sau mgt thdi gian ngdn dugc bao trudc Khdch hang CO the todn trudc bdng the tin dung, hoac todn bdng tiln mat sau da kilm tra va nhan hang Chinh vi the, mo hinh ban le tten truyin hinh dugc xem la mang lai thuan tien cho khach hang; ddc biet la tii phii hgp vdi nhiing ngudi ban rgn, kh6ng thl sii dung Intemet de ddt hang, hoac nhiing ngudi d xa chg, sifiu thj M6 hinh ban lfi qua truyin hinh cung cap da dang san pham vol gia cd canh ttanh, phuang thiic toan an todn (vdi cac chi tilt thfi tin dyng dugc cung cap qua difin thoai hoac todn bang tiln mat sau nhan hang), de sii dyng va co che giao hang thuan tien - mgt nhifim vy tuong ddi don gidn, tinh chdt ciia hang hod bdn Dac bifit, chuang trinh ban hang qua truyfin hinh cung cdp nhilu th6ng tin vfi sdn phdm, co the lam cho san pham thfim phan quan trgng nhd dugc dao dien mgt each co chu dich (Pavitt, 1997) Ngoai ra, chuang trinh ban hang tten truyin hinh dugc ddn bdi nhiing ngudi cd kien thiic, am hilu vl san phdm, cd hieu bifit ve xu hudng tieu diing cua xa hdl, va ca nhihig khdch mdi la nhiing ngudi n6i tiing; do mo hinh ban le qua truyin hinh "vira mang tinh giai tri, vira mang tinh gido dye" (Lee, 2008; Pavitt, 1997; Ryan, 1994) 2.2 Khdi niem ve niem tin Khai niem ve nilm tin da dugc nghien ciiu ttong nhieu linh vye khac nhau, tir kinh doanh den tam Ii hgc, y hgc, va khai niem d moi ITnh vye thudng khdng giong Tuy nhifin, Robinson (1996) djnh nghTa nilm tin lai mang tinh bao ham nhdt: "Ben uy thdc niem tin mong dgi, tin tudng va ki vgng ben nhan uy thac se mang Iai nhChig Igi ich, sy thuan lgi, hoac chi it cung khong gdy nhiing bit lgi doi vdi hg" Djnh nghia ndy nhan manh ba dac tinh cua niem tin: Trudc het, moi quan he nifim tin Hen quan den hai ben: Ben iiy thac va ben dugc iiy thac, phu thuoc vdo de ciing co Igi Thii hai, nilm tin lien quan din sy khong chdc chan vd rtii ro Khdng co sy dam bao hoan hao nao vl vific ngudi dugc uy thac se lam theo sy mong dgi cua ngudi iiy thac Thii ba, bfin uy thdc tin tudng vao sy trung thyc va long nhan tir cua ben dugc uy thac, va tin rang ben dugc uy thac se khong phan bgi minh 2.3 Xdy dung niim tin qua kenh bdn le tren truyen hinh Theo Siau va Shen (2003), vific xdy dyng niem tin khach hang thuong mai dien tli noi chung Id mdt qua trinh nang dgng va tieu tin thdi gian Siau va Shen (2003) da dfi xuat md binh phat trien nifim tin lien tuc, theo trudc tien khach hang hinh nilm Pham Mmh Ti^n & Lfi Qu6c Hieu Tap chi Phftt t n t a Kmh ti, 26(12) 107-127 tin ban ddu; ke den thu nghifim lap di lap Iai, cho dfin Idng trung thdnh dugc lap (Hinh I) Hlnh thdnh nilm tin ban d^u Giao dich ldn ddu dya trSn sy thu hiit Tap hpp thong tin (Chua tin tudng) Su trung thinh khdch h^g dupc hinh Danh gia dua tren sy thod man , Red bo doanh nghi&p m^t long tin Phdt triln nilm tin IiSn tyc Giao dich l^p Iai 4- Hinh M6 hlnh phat triln nifim tin ciia Siau & Shen (2003) Chia khoa dfi xay dyng nifim tin la hinh nilm tin ban ddu thong qua sy thu hiit giao dich ddu tien (Siau & Shen, 2003) Trong md hinh ban lfi tt^n ttnyfin hinh, viec hinh thdnh niem tin ban dau dugc thyc hifin bdng each tiiu hiit khach hang xem chuang ttmh th6ng qua cung cdp cac chuong trinh hay, cac hoat d^ng khuyen mai, hoac bdng each chiing minh cac dac diem vugt trgi ciia mo hlnh ban Ifi qua truyen hinh nhu tifin lgi, hieu qud chi phf, tinh giai tti vd sy cdn thilt ca nhan Mgt khach hang dugc thuylt phuc de mua, hg phdi co cam nhdn tfch cyc ve doanh nghiep ban hdng qua trinh giao dich dfi bat dau hlnh nifim tin ban dau Niem tin khach hdng se dugc phdt ttiln lien tuc doanh nghiep ludn dam bao thuc hien day dii va co trach nhiem cac cam kit cua minh ddi vdi khach hang Pham Minh Tifiniil; Lfi Quoc Hi6u Tap chl Phat triln Kinh t^, 26(12), 107-127 2.4 Mo hlnh vd cdc gid thuyit nghien cuu Cheung va Lee (2000) phan tfch niem tin khach hang ttong thuang mai difin tii phy thugc vao ba ylu t l chinh: (1) Riii ro cam nhan; (2) Sy tin tudng cam nhan doi vdi bfin ban hang; va (3) Cac ylu to ben ngodi Trong dd, Lee va Turban (2001) cho rdng nilm tin khach hang doi vdi hinh thiic ban hang qua mang phu thugc vao: Sy tin tudng doi vdi nha cung cap hang hda, su tin hidng vdi phuang lien ban hdng, ylu to bli canh, va cdc ylu t l ddc trung Con Patlon vd cgng su (2004) chi cac ylu tl anh hudng din nifim tin khach hdng thuong mai dien tir bao gom: Rui ro an ninh, cac vdn de cd nhdn, va miic tin cay ttong quy ttinh giao djch Ket qua nghien cuu cua Egger va Groot (2000), va Jongeun (2004) cho thay mo hinh niem tin khach hang ttong thuang mai difin bi gom phan chfnh.' Danh tllng ciia thuang hieu, kinh nghiem mua sdm ttude dd dli vdi ciing nha cung cdp hdng hda, sy khac ttong quan nifim ve nilm tin giiia cdc cd nhan, sy thuan tifin ttong cdch giao tilp vdi phuang tifin thuong mai difin tii, chit Iugng ciia thong tin cung cdp tten phuang tifin thuong mai dien tii, vd cdc chinh sach ban hang ciia doanh nghiep Dya ttfin mo hinh phat ttiln nilm tin ciia Siau va Shen (2003) va m6 hinh CTIS (Customer Trust Intemet Shopping) ciia Lee vd Turban (2001), kit hgp vdi bdng chung tir nghien cuu thyc te, tdc gia de xudt mo hinh If thuyfit nifim tin khdch hang ttong mo hinh ban Ie qua truyen hinh g6m thdnh phdn: (I) Cam nhan cua khdch hdng ve chinh sach ban hang ciia doanh nghifip; (2) Cam nhdn cua khach hang vl chat lugng th6ng tin cong bo; (3) Cam nhan ciia khach hang vfi thuang hifiu ciia doanh nghiep; (4) Cam nhan cua khdch hang ve miic an loan cac giao dich; va (5) Cam nhdn cua khach hang ve sy thuan tien ciia hinh thiic ban hang qua truyen hinh M6 hinh li thuyfit cho nghifin ciiu dugc the hien nhu sau: Pham Minh Tiln & Lfi Qu6c Hilu Tap chl Phfit triln Kmh tl 26(12), 107-127 ! \ Thu hut khach hang • ; ! Thuc hi?n giao dich lan diu ; Hlnh niem tin ban d^u Chinh sich bdn hing Chit lugng thflng tin Thuong hi^u doanh nghi&p Giao dich an toan Giao dich thu$n tien Phdt trien niem tin lign tuc ^djnh mua sSm qua k£nh bdnlg trSn truyen hlnh T Xdc l$p nilm tin Hinh M6 hinh li thuylt nifim tin khach hang va ^ dinh mua sdm Theo If thuylt vl hanh vi hgp li ciia Fishbien va Ajzen (1975), y dinh hanh vi la mgt budc tiep theo cua niem tin hanh vi Xet trudng hgp cua nghifin ciiu nay, y djnh mua sdm ciia khach hang la budc tilp theo ciia niem tin khach hang Cac nhan to ttong md hinh nghifin ciiu dugc thdo luan chi tilt dudi ddy: Cdm nhgn cua khdch hdng vi chinh sdch bdn hdng: Gustavsson va Johansson (2006), Petrovic, Ksela, Fallenbock va Kittl (2003) cho rdng chfnh sdch ban hang bao ham cdc chinh sdch ve san pham, dich vu nhu phuang thirc dli, tra hang, toan, giao hang vd cac djch vu cgng thfim khac Deutsch (1960), Hieu va Larry (2013), Yu-Hui & cgng sy (2011) chi cam nhdn cua khach hang ve chfnh sdch ban hdng la sy tin tudng chfnh sdch ban hang ciia doanh nghifip se phii hgp vdi mong dgi ciia khdch hang ve thdi gian va phuang thiic giao hang, phuong thiic toan vd cac quy dinh ve djch vy sau ban hang (quy djnh ve doi, trd hang, bdo hanh, v.v ) Vl vay, gia thuyet ddt Id: H^: Khdch hdng cdm nhgn ve chinh sdch bdn hdng cua doanh nghiep cdng phu hap thi niem tin cua khdch hdng ddi v&i doanh nghiep cdng cao Cdm nhgn cda khdch hdng ve thuang hieu doanh nghiep: Theo Pettovic & cpng sy (2003), dli vdi cdc cong ty da tham gia vao thi trudng thucmg mai dien tii thi thuang Pham Minh Tiln & Lfi Qu6c Hilu Tap chl Phfii triln Kmh t l 26(12), 107-127 113 hieu dugc xem nhu la khdi ngudn khong the thieu ciia nifim tin Gustavsson va Johansson (2006), Pettovic va cgng sy (2003) tuyen bo thuong hieu doanh nghiep rat hiiu fch ttong viec thiic day niem tin khach hang Aaker (1991) tin rdng thuong hifiu tit se cung cip su dam bdo ve chit Iugng va an toan cho san pham dugc ban Theo Aaker (1991; 1996), Chieng va Goi (2011), thuong hieu tdt it nhat phai cd: He thong nhdn difin thuong hifiu tot, s^c hut cua thuang hieu tot, mirc dang tin cay cua thuang hifiu cao, vd gid trj cam nhan cua thuong hifiu tdt Vi vay, gia thuylt la: H2: Cdm nhdn ciia khdch hdng vi thuang hiiu ciia doanh nghiip cdng tdt thi niim tin cita khdch hdng doi vai doanh nghiip cdng ldn Cdm nhdn cua khdch hdng vi chdt lugng thdng tin cdng bd: Theo Yu-Hui va cgng sy (2011) va Peterson, Balasubramanian va Bronnenberg (1997) ndi dfin chat lugng thong tin Id noi den dac diem, tin cay ciia thong tin vd each trinh bdy thong tin tten phucmg tien truyfin thdng difin tii Chdt lugng thong tin bao gom cdc thugc tinh nhu: Tinh chinh xac, tinh ddy dii, tfnh hiiu fch, sy phu hgp va sy thdu hifiu Vi dac diem co ban ciia ban hang true tuyen la cung cap thdng tin vfi san pham, giao dich va dich vu nen chat lugng thong tin cao se dan den niem tin ciia khach hang tot hon Vi vay, gia thuyet la: Hj: Cdm nhdn cua khdch hdng ve chdt lugng thong tin cdng bd cdng cao thi niem tin ciia khdch hdng doi vai doanh nghiep cdng l&n Cdm nhgn ciia khdch hdng vi mice an todn giao dich: Riii ro xdy ttong cdc giao dich tryc tuyin la ylu to quan ttgng Iam giam sy tin tudng ciia khach hang doi vdi doanh nghiep bdn hang tryc tuyin, rui ro bao gim rui ro ve vific cung cap thong tin sdn phim, djch vu, khuyen mai; rui ro vl vific bdo mat thdng tin cd nhan; riii ro ve thuc hifin todn tryc tuyin; riii ro vfi vific bao mat th6ng tin thfi tfn dung (Cheung & Lee, 2000; Egger, 2006; Hieu & Larry, 2013; Patlon & cgng sy, 2004) Theo Patton vd Josang (2004), khdch hang se tin tudng va don nhdn thuang mai dien tir nfiu hg cam nhan vin dfi ddm bdo an toan ttong giao dich dugc ddt va doanh nghifip phai thyc sy n§ lyc dl trien khai cac bifin phap nhdm dam bao an toan cho khach hang hg thyc hien giao dich Vl vdy, gid thuyfit Id: H^ • Cdm nhdn cua khdch hdng ve su an todn giao dich cdng cao thi niem tin ciia khdch hdng doi v&i doanh nghiep cdng lan Cdm nhdn cita khdch hdng vi su thudn tiin mua sdm: Theo Chen va Dhillon (2003), cam nhdn ciia khdch hang vl sy thudn tifin ciia thucmg mai difin tii phan anh thai 114 Pham Minh Tiln & U Quic Hilu T«) chi Phfit tnln Kmh tl, 26(12), 107-127 ciia hg doi vdi viec mua sdm qua phuong tien Cdm nhan ve sy thuan tifin dugc ludng bdi miic chip rihan cua khdch hang doi vdi thuong mai dien tii nhu la mgt kenh mua sim mang lai nhifiu tifin lgi cho hg Theo Brown & cgng sy (2001), Hieu & Larry (2013), Ling & cgng su (2010), sy thufn tifin ciia m6 hinh ban hang qua tmyln hinh dugc ludng bdi sy de dang so sanh va danh gia cdc sdn pham ciing loai; de dang lya chgn cac san pham thay the; tilt kifim thdi gian va chi phi cho khach hang; todn Iinh hoat va tien Igi Ling & cgng sy (2010) cho ring bdn hang tryc tuyin, miic thuan tien cua hinh thiic ban hang cd mli quan he doi vdi sy tin tudng ciia khach hang Do do, gid thuyet la: //s -• Cdm nhdn cita khdch hdng vi su thudn tien cua mo hinh bdn le qua truyin hinh cdng cao thi niem tin cua khdch hdng doi v&i doanh nghiip cdng cao Niim tin ciia khdch hdng: Trudc day, mgt so tac gia da dfi xuat nhieu thang do ludng nifim tin khach hang ITnh vye ttiuong mai dien tir nhu Brown & cgng sy (2001), Cheung & Lee (2000), Hieu & Larry (2013), Ling & cgng sy (2010), Yu-Hui & cgng sy (2011), nhung thang nilm tin ttong mo hinh CTIS ciia Lee & Turban (2001) dugc nhifiu nha nghifin ciiu sii dung nhat Lee & Turban (2001) cho ring nifim tm ciia khach hang thl hien sy tin tudng ciia khdch hang ve chfnh sdch ban hang (khd ndng vd sy tiiien chi ciia nha cung cip), thuang hifiu doanh nghifip (dac tnmg doanh nghifip lifin quan den thuong hieu ciia doanh nghifip), th6ng tin cong bd ( sy dam bao vd cam kit ciia bfin thii 3); sy dam bdo an toan ttong giao djch (sy dam bao rieng tu, sy bao mat tiidng tm) va su thuan tifin mua sdm (phuong tifin giao dich lien quan din sy trinh bay ngi dung, kha nang tiep can) Ajzen (1991) cho ring ttong mua sim ttrrc tuyen, niem tin tao cam gidc co thifin chi doi vdi nha cung cdp djch vu mua sdm tryc tuyen va ldm tang y djnh tilp tuc mua sdm cua khach hang Weisberg & cgng sy (2011) cung cip bdng chimg cho tiiay nifim tin dong vai tro quan ttgng khong thl thilu ttong viec dinh hudng y djnh mua sdm cua khdch hdng Do gia thuylt la: Hf,: Niem tin cua khdch hdng ddi vol doanh nghiep bdn le qua trifin hinh cdng cao thiy dinh mua cdc sdn phdm ciia doanh nghiep cua khdch hdng cdng tdng Y dinh mua sdm cua khdch hdng: Theo Abdul & Thongpapain (2011), Hieu & Larry (2013), Palvia (2009), y djnb mua sam cua khdch hdng phdn dnh sy hai Idng ciia khach hang doi vdi doanh nghiep va quylt dinh mua cua khdch hang, do dugc ludng bdi ba bien quan sdt la hai long mua sdm qua truyin hinh, quyfit dinh mua sdm va y dinh tifip tuc mua sdm Pham Minh TiSn & Lfi Qu6c Hilu, Tap chi Phfit triln Kinh tl, 26(12), 107-127 115 Phinmg phap nghien cuu Nghien cuu dinh tinh: Trong glai doan nay, tdc gia sur dung phuang phdp Delphi (Linstone & Turoff, 2002) de thyc hien Theo dd, bang cau hdi dugc tac gia xay dyng dua ttfin cac nghien ciiu trudc ddy co lien quan den niem tin khach hang thuang mai dien tii Y kien ciia cac chuyfin gia dugc thu thap th6ng qua viec phdng van tryc tilp vdi v6ng tiiam van Viec phan tich dii lieu dinh tfnh la nhom nhiing cdu ttd Idi giing tiianh m§t nhdm, nhiing nhorn cau tra ldi cd su dong thudn cao se dugc lya chgn cho chli de nghifin ciiu Cu thl d vong mgt, cac cau tra Idi co ti lfi dong thuan tir 90% ngudi tham gia khao sat trd Ifin se dugc dua vao nghifin ciiu chinh thiic, cac cdu ttd Idi c6 ti Ifi ding thudn dat tir 80% den 89% ngudi tham gia khao sat sfi dugc dua vao tham van d vong thii Cac cau tra ldi co ti Ifi dong thudn dat dudi 79% se bj Ioai, ngoai cac y kien tta ldi khdc (khong ndm nhdm cau tta ldi dugc lua chgn) cung dugc dua vao tham vdn d vong thu Tuong ty doi vdi vdng thii va vong thii 3, tdc gid se xay dung dugc bang cau hdi khao sat sir dung cho giai doan nghien ciiu djnh lugng Y kiln ciia nhom chuyfin gia da cung co bdng chiing cho viec xdy dyng mo hinh nghien ciiu vd cac tiiang (Linstone & Turoff, 2002) Nghien cim dinh lugng: Trong giai doan ndy, s6 lifiu dugc thu thap ttuc tlfip bang cdch giii cau hdi phdng van vd thu thdp tai nhd ciia ngudi tham gia Viec lay mdu dugc thyc hifin bdng kT thudt Idy mdu xac suat, khdng thay the de t^o danh sdch ngudi tham gia tir nien giam dien thoai TP.HCM nam 2012 Sau tiln hanh thu thdp so lifiu, kiem dim va Ioai cdc phieu khong hgp le, kit qua co 480 philu hgp Ifi tong so 1.105 phifiu phat dugc sii dung de tao thdnh bg dii lieu mau Theo Hair & cgng sy (2006), kfch cd mau ft nhit la bdng 10 lan s6 biln quan sat Nhu vdy, vdi so bien quan sdt la 26 thi Idch c5 mau 480 Id phii hgp vdi pham vi ciia nghien ciiu Dir lifiu thu thdp se dugc ma hoa va xir li th6ng qua phan mem xir If thing kfi SPSS 20.0 va AMOS 21.0 Cac chi bao dugc danh gid thdng qua thang likert miic tir the hien cam nhan rit kh6ng ddng y din the hifin cdm nhdn rit ding y vdi phat bieu Thang cac khdi nifim dugc ddnh gid sa bg bdng he s6 tin cay Cronbach's Alpha ttude phdn tich nhdn to khdm pha (EFA) vdi phuong phap Principal Axis Factoring vdi phep xoay Promax (Gerbing & Anderson, 1988) Phdn tfch nhan td khdng dinh (CFA) dugc su dung dfi khdng dinh lai tinh don hudng, gia tri h6i tu, gid tri phdn biet va tin cay ciia thang Sau do, tdc gia thyc hifin udc 116 Pham Mmh Tiln & Le Qu6o Hilu Tap chi Phfit Iriln Kmh tl, 26(12), 107-127 lugng va kilm dinh mdi quan he nhan qua ttong md hinh thdng qua phan tich mo hinh ciu tnic tuyin tfnh (SEM) K i t qua va thao lu^n 4.1 Thdng ke md td vd phdn tich ttrang quan Kit qud thing kfi md ta va tuong quan nhdn 16 ciia md hinh (Bdng 1) cho thay khdch hang CO cdm nhdn kha lit (tmng binh ldn ban diem) ve chfnh sach ban hang, thong tin cdng b6, thuong hieu doanh nghifip, an toan giao dich, thuan tien mua sdm, nifim tin khach hang vd y djnh mua sam Giiia cdc nhdn to dgc lap vdi cdc nhan t6 phu thugc deu cd tuong quan duong va co y nghTa thong ke d miic 5% Tuong quan giiia cac bien dgc lap ciang khong qud cao (> 0,7) nen kho xdy da cgng tuyin, Bangl Thong ke md ta va phdn tich tuong quan cdc nhdn 16 mo hinh Nhan tfl Chinh sach bdn hang ^^ binh Bo lech chuan POL 4,374 0,703 I INF BRD SEC CON Thflng tin cflng bl 4,333 0,761 0,632** Thuang hifiu ciia DN 4,278 0,734 0,668** 0,588** An toan Uong giao dich 4,340 0,777 0,541** 0,594** 0,420** I Thuin tien mua sim 4,320 0,717 0,667** 0,566** 0,662** 0,480** Niem tin khach hang 4,456 0,708 0,677** 0,643** 0,637** 0,528** 0,647** Y dinh mua sim 4,345 0,840 0,470** 0,366** 0,503** 0,317** 0,471** **: Bieu thi muc y nghia 5% Pham Minh Tiln & U QuAc Hilu, Tap chi Phit tnln Kmh tl, 26(12), 107-127 Ket qua danh gid d9 tin cay thang vdi he so Cronbach's Alpha Ket qud danh gia tin cdy thang (Bang 2) cho thay cac phan cua thang deu CO he so Cronbach's Alpha dat chuan cho phep (a > 0,6), he so tuong quan biln tong ciia cdc quan sdt deu ldn 0,3 nen tat ca cac bifin quan sat deu dugc sii dung cho phan tfch EFA (Hair & cgng sy, 2006) Bang Ddnh gia tin cay cda thang tmdc phan ti'ch EFA Thang POL_Chliih sach b ^ hang lNF_Th6ng tin cong bo Tuong quan bien tong Cronbach's Alpha sau loai bien P L _ Thai gian giao hang 0,780 0,874 P L _ Dich vu sau bdn hang 0,730 0,891 POL3_ Phuong thuc giao hang 0,810 0,862 P L _ Phuang thuc todn 0,812 0,864 INF 1_ Su chinh xdc ciia thong tin 0,802 0,863 INF2_ Sir cjhi thi^t va httu ich ciia thong tin 0,807 0,859 INF3_ Su day dii ciia thong tin 0,809 0,858 Bien quan sdt 0,901 BRD BRDl_Nhan dang thuang hifiu 0,785 0,906 Thuong higu doanh BRD2_ Gid tri thuang hieu 0,839 0,888 BRD3_ IMuc tm cdy cua thuang hieu 0,813 0,898 nghiep BRD4_ Siic thu hiit ciia thuang hieu 0,830 0,892 SEC Dam bao an toan SEC 1_ Bao mat thong tin ca nhdn 0,895 0,916 SEC2_ An toan toan tnrc tuyen 0,880 0,928 thong tin SEC3_ Bao mdt thfing tin the ti'n dung 0,888 0,921 C O N l _ D e dang so sanh v a d ^ h gia san pham 0,860 0,907 CON2_ De ddng lira chpn cac san pham thay the 0,819 0,921 C N _ Tigt kiem thoi gian va chi phi 0,826 0,918 CON4_ Thanh todn lmh hoat vd tien lgi 0,869 0,905 TRUI Niem tin dOi vdi chmh sdch bdn hang 0,853 0,911 TRU2 Niem tin doi vol thong tm duoc cong b6 0,832 0,915 CON Sn thuSn ti^n mua Cronbach's Alpha 0,902 0,920 0,946 0,933 Pham Minh Tiln & Lfi Quiic Hilu Tap chi Phfit tnen Kmh tl, 26(12), 107-127 Thang ^ Bifin quan sat Tuong Cronbach's 1"^ bien ting ^'P*^^ ' ^ " loai biln TRU_Nilm TRU3_Nilm tin vao thuang hi$u doanh nghi&p 0,796 0,922 tin khdch ^^S TRU4_ Niem tin vao vi^c dam bao an toan thflng tin khach hang Q gjj o919 TRU5_Nilm tin vao su thuan tifin mua sim 0,813 0,919 ACEl 0,867 0,847 ACE2_(3uylt djnh mua sim qua truyfin hlnh 0,832 0,876 ACE3_Tiep t\ic mua sdm qua tmyfin hinh 0,801 0,910 ACE_Y djnh mua sam Hai Iflng mua sim qua tmyln hinh Hfi s l Cronbach's Alpha chung 4.2 Cronbach's , Alpha 0,914 0,963 Kit qud phdn tich nhdn td khdm phd (EFA) Ket qua EFA (Bdng 3) cua cac thang chfnh sach ban hang, thong tin c6ng b6, thuong hieu doanh nghiep, an toan giao djch, thuan tifin mua sdm, niem tin khach hang vd y djnh mua sdm cho thay hfi sl KMO cua timg nhdn t l va cua toan bg thang diu dat chudn cho phep (0,5 < KMO < 1) vd c6 y nghTa nfin vific phan tich nhan t6 la thich hgp Bang ciing cho thdy gia tri kilm dinh Barllett chung va ciia timg nhan t l diu co y nghTa thong kfi (Sig < 0,05); do cdc bien quan sat ttong thang deu cd tuong quan vdi ttong ting thl (Trgng & Nggc, 2008) Ben canh dd, kilm tt^ miic y nghTa tiiiit thyc cua phan tich EFA bang bang ma Iran xoay nhdn t6 cho m6i thang do, tac gid nhdn thdy tdt cd 26 bifin quan sat deu co he sd tdi nhdn td ldn hon 0,5 thoa man tifiu chudn cho phep (Hair & cgng sy, 2006) Pham Minh Tiln & L6 Quic Hilu Tap chi Phfit tnen Kinh tl, 26(12), 107-127 Bang Tong hgp kilm djnh thang sau phan tich nhdn to kham phd NhintS cdu Chinh sdch bdn hdng Thong tm cong bo Bien luimg Tdi nhdn to POLI 0,829 P0L2 P0L3 POM 0,769 0,876 0,877 INFl 0,863 INF2 0,870 INF3 0,873 Thutmg hieu doanh nghigp BRDl 0,825 BRD2 0,887 BRD3 BRD4 0.857 0,879 An toan SECl SEC2 SEC3 0,935 0,913 0,926 Su thuan tien CONl 0,936 C0N2 0,925 mua sam C0N3 C0N4 0,897 0,948 Niem tin khach hang TRUI TRU2 TRU3 TRU4 0,879 0,785 0.768 0,785 0,682 giao dich TRU5 Ydinh mua sdm Toanbg ACEl ACE2 ACE3 Gia tri Cronbach's Alpha KMO (Eigenvalue) TSng phuong sai trich % KiSm dinh Bartlett 3,107 77,665 0,901 0,826 0,000 2,509 83,646 0,902 0,755 0,000 3,229 80,733 0,920 0,833 0,000 2,710 90,324 0,946 0,773 0,000 3,575 89,376 0,933 0,820 0,000 3,436 68,717 0,933 0,871 0,000 2,635 87,818 0,914 0,754 0,000 1,277 77,546 0,963 0,884 0,000 d^ctnmg 0,884 0.949 0.879 Pham Minh Tiln & LB Quic Hilu Tap chi Phfit tnln Kmh tl 26(12), 107-127 Sau phan tich EFA, co khai nifim dugc ludng vdi 26 biln quan sdt: Chinh sach ban hang cd biln, thuong hifiu doanh nghifip 4, thdng tin cdng bd 3, dam bdo an loan thdng tin giao dich 3, thudn lien giao djch 4, niem tin khach hang 5, va y dinh mua sam (Bang 3) 4.3 Phdn tich nhdn to khdng dmh (CFA) Ddnh gid phit hgp chung ciia mo hinh: Kilm tta chi s6 CMIN/DF cua cac khai nifim d Bdng diu nho hon nen dat yeu cau (Kettinger & Lee, 1995) Bfin canh do, cdc khdi nifim deu co TLI, CFI > 0,9, AGFI > 0,8, va RMR < 0,05 nfin dat yeu cau Bentler va Chou (1987), Hair va cgng sy (2006), Taylor va cgng su (1993) Do do, mo hinh nghifin ciiu phii hgp tdt vdi dft lieu thi trudng va cdc thang dat tfnh dan hudng Bang Danh gia ting hgp cac chi s6 ttong phan tich CFA Khdi niem Chinh sdch ban hang Thong tin cong bo Thuang hifiu doanh nghiep An loan giao dich Quan sdt IToc luong POLI 0,794 P0L2 0,733 P0L3 0,897 POM 0,892 INFl 0,863 INF2 0,870 INF3 0,873 BRDl 0,861 BRD2 0,869 BRD3 0,838 BRD4 0,917 SECl 0,935 SEC2 0,913 SEC3 0,926 CONl 0,850 RMR AGFI TLI CFI CMIN/DF 0,005 0,953 0,983 0,997 4,579 0,000 1,000 1,000 1,000 0,000 0,004 0,982 0,997 0,999 0,165 0,000 1,000 1,000 1,000 0,000 0,002 0,979 0,986 0,999 2,029 Pham Mmh Tien & Le Qu6c Hilu, Tap chi Phfit tnln Kmh ll, 26(12), 107-127 Khdi niem Suthu$nti€n mua sam Niem tin khdch bdng •ydinh mua sdm Quan sdt Uac lu^ng C0N2 0,807 C0N3 0,889 C0N4 0,939 TRUI 0,900 TRU2 0,855 TRU3 0,810 TRU4 0,852 TRU5 0,852 ACEl 0,940 ACE2 0,889 ACE3 0,839 Toan bo RMR AGFI TLI CFI CMIN/DF 0,005 0,972 0,994 0,997 2,211 0,000 1,000 1,000 1,000 0,000 0,027 0,817 0,926 0,938 3,810 Kiim dinh tin cdy: Ket qua kiem djnh d Bang cho thay tdt cd cdc thang deu CO CR > 0,7; do, cdc thang dfiu dat tin cay chung (Hair & cgng sy, 2006) Kiim dinh hdi tu: Hair & cgng sy (2006) cho ring dfi mdt thang dat hgi tu thi chi so CR > AVE va AVE > 0,5 Ngoai ra, theo Gerbring vd Anderson (1988) cho thang dat dugc gid tri hgi tu cdc ttgng so chudn hoa cua thang dfiu cao hon 0,5 va CO y nghTa thdng kfi (p-value < 0,05) Kfit qud Bang cho thay cdc thang deu thod mdn difiu kifin cua Hair va cgng sy (2006) va Gerbring va Anderson (1988) dua Do do, tdt cd cac thang deu dat hgi tu Kiim dinh phdn biit: Theo Hair va cgng sy (2006), cac thang dat dugc phan biet chi so MSV < AVE vd ASV < AVE Bdng cho thdy cdc thang diu thod man dilu kifin cua noi tten Do do, cac thang deu dat dugc phdn biet Pham Minh Tien & Lfi Quoc Hiiu Tpp chi Phattriin Kinh tfi, 26(121,107-127 Bangs Kiem dinh tin cay, gia tn hpi tu va phan biet ctia cac nhan t6 AVE MSV ASV CON 0,932 CR 0,774 0,526 0,397 0,880 CON BRD SEC POL INF TRU ACE BRD 0,921 0,746 0,509 0,395 0,688 0,864 SEC 0,947 0,855 0,402 0,267 0,505 0,435 0,925 POL 0,909 0,714 0,552 0,443 0,725 0,714 0,568 0,845 INF 0,888 0,727 0,503 0,402 0,622 0,671 0,634 0,700 0,853 TRU 0,931 0,729 0,552 0,456 0,696 0,673 0,562 0,743 0,709 ACE 0,920 0,793 0,424 0,253 0,506 0,539 0,337 0,506 0,424 0,651 0,891 0,854 4.4 Ket qud kiem dinh gia thuyet mo hinh bang SEM Kiem dinh phu hop chung ciia mo hinh KM qua phan tich SEM cho thay gia trj CMIN/DF dat 3,810 < 5, cac chi si): CFI = 0,938 > 0,9; chi s6 TLI = 0,926 > 0,9; AGFI = 0,817 > 0,8; RMR=0,027 gan gia tri Nhu vay, mo hinh nghien ctru la phil hgp t6t vai du lieu thu thap ttr thi truong Ket qua Bootstrap Ket qua kiem dinh Bootstrap vai s6 lugng mau Bootstrap la 200 dk danh gia tin cay cua cac uoc lugng dugc trinh bay a Bang Bang Ket qua kiem dinh Bootstrap Thams6 Uac luong ^"''^ chudn '^"'"^ binh ^« * « " * (Bias) He s6 tin cdy tong hgp (CR)