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Vo Thanh Thu & Tran Thi Trang "Tap chi Phat men Kmh ic 26( 10), 92-110 Tac dong cua chat lirang moi quan he va dac dilm ca nhan den quyet dinh tri tham gia he thong nhuang quyen thuong mai VO THANH THU Trudng Dai hoc Kmh te TP HCM - vothanhthu@yahoo com TRAN THI TRANG Trudng Dai hpc Cdng nghe TP.HCM - tt irang(ghutech edu.vn Ngd)' nhdn 04/07/2015 Ngdy nhdn lat 13/10/2015 Ngdy duyet ddng 15/10/2015 MS so: 07I5-FI9-V08 Tom tdt Muc dich ciia nghien ciiu nham xem xet quyet djnh tri tham gia he thdng nhupng quyen thuang mai cua ben nhan quyen cd bi anh hudng bai hai nhan to' (1) Chat luang mfii quan he (CLMQH) giua ben nhuong quyen va ben nhan quyen; va (2) Dac diem ca nhan cua ben nhan quyen Tac gia thuc hien nghien ciiu dinh tinh ket hop phuong phap dmh Iupng de phan tich mau gom 252 nha nhan quyen thuang mai tai VN Ket qua cho thay CLMQH va dac diem ca nhan cd tac dong ciing chieu den quyet dinh tri tham gia he thdng _ NQTM Td ket qua nghien ciiu, tac gia de xuat mpt sd giai phap nham hoan thien he thdng NQTM ciing nhu gdp phan lam tang tinh ben virng mdi quan he giita ben nhan quyen va nhupng quyen Abstract Tir khoa: Nhuong quyen thuang mai, chat lugng mdi quan he, li thuyet dac diem ca nhan If thuyet dai dien Keywords Franchise, relationship quality, personality traits, agency theory, big five personality traits Franchise plays an important role in business development in many countries, including Vietnam This study considers the decision made by franchisees to maintain sustainable participation in the franchise system under the influence of Iwo factors: (i) Franchisor-franchisee relationship quality, and (ii) Franchisees' personality trails Combining the qualitative and quantitative research approaches wilh the data collected from 252 franchisees, this paper finds that ihe quality and personality traits positively affect the franchisees' decision Therefore, a successful franchise system must enhance the quality of the franchisor-franchisee relationship; in addition, franchisors, in choosing appropriate francliisees, should consider their personality traits, contributing to the sustainable development of the franchise system V5 Thanh Thu & Tran Thi Trang Tgp chi Phat tnen Kinh lfi, 26(10), 92-110 Gidi thieu Nhugng quyen thuang mai la boat dgng thuang mai, theo dd ben nhugng quyen cho phep vd yeu cdu ben nhan quyen tu minh tien hanh viec mua ban hdng hoa, cung ung djch vu theo cdc dieu kien sau: (1) Viec mua ban hdng hod, cung irng djch vu dugc tien hanh theo cdch thiic td chuc kinh doanh ben nhugng quyen quy dinh va phai gan vdi nhan hieu hang hoa thuong hieu, bi quyet kinh doanh, slogan, bieu tugng kinh doanh, qudng cao cua ben nhugng quyen; va (2) Ben nhugng quyen cd quyen kiem soat vd trg giiip cho ben nhdn quyen viec dieu hdnh cdng viec kinh doanh (Ludt Thuang mai, 2005) NQTM giiip nhd ddu tu cd ca hdi de md rgng he thdng kenh phdn phdi bang each bdn cdc sdn phdm vd dich vu thdng qua cdc cii'a hang san cd dugc xdy dung tir ben nhdn quyen Day la chien lugc quan trgng mang lai cfing va tao cong an viec idm cho cd nen kinh te My - qudc gia ddn ddu ve kinh doanh NQTM - vd the gidi thdi gian qua Mdi quan he giira ben nhugng quyen va ben nhdn quyen Id mfii quan he cdng sinh (Nguyen Ddng Phong, 2009) De phat trien mfii quan he ndy can chii trgng su hgp tdc ben viing giira hai ben Thuc te, ben nhdn qtlyen vd ben nhugng quyen thudng cd nhung ddc diem cd nhan, quan diem va ddng ca khac tham chi Id trdi chieu Tuy nhien, lgi nhuan va hieu qua hoat ddng kinh doanh la muc lieu vd lgi ich chung md ca hai ben deu mong mufin dat dugc Su thua lfi cua ben ndy se tac ddng khdng thuan lgi den ben dd hai ben phai cd su rdng bugc nhat dinh vd tri hgp tdc Idu dai, tdt dep va ben vimg dk cimg phat trien va thdnh cdng tren thi irudng Tai VN boat ddng kinh doanh theo phuong thirc NQTM cdc ITnh vuc nhd bang, thu'c an nhanh, phan phoi hang thai trang, cii'a hang tien Igi, v.v dang giat doan ddu ciia su phat tri^n nen cdn mang tinh tu phat va manh miin, chua the hien su chuyen nghiep Mac dii tren thi trudng da xual hien nhieu thuong hieu nhugng quyen ndi dia dugc nhiau ngudi VN biet den nhu ca phe Trung Nguyen, Phd 24 ca phe tien lgi Milano Wrap & Roll, v.v nhung cac he thdng nhugng quyen ndy chua that su chuyen nghiep vd chua dat dugc su cdng nhu mong dgi Theo cac chuyen gia hang ddu vh NQTM tai VN, nguyen nhan chinh ciia thdt bai la chua xdy dung duac CLMQH tdt giira ben nhuong quyen vd ben nhdn quyen, ddn den ben nhan quyen khfing gan bd Idu dai vdi he thong NQTM Ngoai dac diem ca nhdn hay tinh each ciia ben nhan quyen cQng cd lien quan den \iec tri tham gia he thdng Do vdy nghien ciiu ndy nham ldm ro tdc ddniz ctia CLMQH vd dac diem ca nhan den quyet djnh tri tham gia he thdng V6 Thanh Thu & Tr^n Thi Trang Tap chi Phai trian Kinh It, 26(10) 92-110 NQTM de ldm can cii de xudt cho ben nhugng quyen nhirng chinh sach, chien lugc nham xa\ dung mgt he thdng NQTVl ben virng va phdt trien ngdy cang chuyen nghiep hon Cff Sff li thuyet va phuong phap nghien ciru L Ca sa li thuyet vd khung phdn tich Quyet dinh tri mfii quan he ciia ngudi mua phan anh djnh hudng tucmg lai ddi ban vd cd anh hudng rdt Idn den qua trinh quyet djnh cua hg (Satyajit & cdng sir, 2011) Viec sii dung hdnh vi quyet djnh tri kinh doanh nhu id cdng cu de iudng du dinh ciia khdch hdng tiep tuc thuc hien cac giao dich vdi cdng ty De cd dugc mdi quan he ddi ban vd tri khach hang, doanh nghiep cdn cung cap chdt lugng dich vu tdt, dem den su hai Idng va su tin tudng cho hg (Venetis & cdng su, 2004) Khi khdch hang CO dugc su tin tudng, hg se tri hgp tdc ldu ddi vdi doanh nghiep (Satyajit & cdng su, 2011) Trong lmh vuc NQTM lgi the canh tranh cua he thdng la yeu to then chdt mang den su hai ldng va quyet dinh tri tham gia he thdng NQTM (Chiou & cgng sir, 2004) Su hdi Idng vd dac diem ca nhan (tinh hudng ngoai vd su ddng thudn) cua ben nhan quyen cd tac ddng khdng chi den ket qua boat dgng kinh doanh NQTM, mdi quan he vdi ben nhugng quyen md cdn tdc ddng den quyet djnh tri tham gia he thdng NQT.VI Theo Chiou & cdng su (2004) quyet djnh tri tham gia he thfing NQTM duac ludng thdng qua: Quyet dinh tri, chdng ddi su thay ddi, va anh hudng tich cue qua trinh truyen mieng thdng tin Nhu vdy, quyet dinh tri tham gia he thdng NQTM Id khai niem phan anh djnh hudng hgp tdc Idu ddi giiia ben nhan quyen vdi he thdng NQTM Quyet djnh ndy chju tac dgng bdi nhieu yeu td khdc Tdc dgng CLMQH va dac diem ca nhdn den quyet dinh tri tham gia he thong NQTM dugc phdn tich dua tren hai li thuyet: (1) Li thuyet dai dien (Agency Theory); vd (2) Li thuyet dac diem ca nhan (Big Five Personality Traits) Li thuyet dgi dien Chi muc dich ciia cdc hgp dfing vdi dai li cho phep cac giao dich dugc thuc hien theo each tich hgp Loai hinh rdt cd y nghTa dfii vdi nhting cfing ty khdng cd ngudn vdn l(5n nhimg cdn md rgng hoat ddng kinh doanh thdng qua cdc don vj khac ciing he thdng v a Thanh Thu & TrSn Thi Trang Tgp chi Phat tnen Kmh le, 26( 10), 92-110 Trong he thdng NQTM, tinh chat quan he dai li rat rd net: Ben nhugng quyen dua vdo mdt doanh nghiep khac (ben nhdn quyen) thay mat hg thuc hien mdt sd djch vu, ddng thdi trao cho dai li mgt sfi quyen ban va tu quyet djnh pham vi da thfing nhdt Li thuyet dai dien cung gid dinh viec kiem sodt cdc van de phdt sinh mdi quan he giii'a ben nhugng quyen va ben nhdn quyen dugc xem xet tir su khdc biet ve muc dich, thdng tin va rui ro lien quan giii'a cac ben (Bergen & cdng sir, 1992) NQTM vd dai li thuang mai cd cung mgt sfi dac diem nhu: Md rdng quy mo kinh doanh bang ngudn vdn ciia phap nhan hoac cd nhdn ddc lap khdc; hang hod va gia ca thfing nhat todn he thdng tren ciing khu vuc kinh doanh; vd ben nhugng quyen thudng xuyen gidm sdt boat ddng cua ben nhdn quyen Ben canh dd, NQTM ciing cd mdt sd khac biet so vdi dai li thuong mai ve ddi tugng chuyen giao, tinh sd hu'u hang hod/dich vu, gia kinh doanh thuong mai, miic hd trg ctia ben nhugng quyen tinh cdng khai thdng tin va dac biet Id tinh ben viing quan he thuang mai Viec van dung li thuyet dai dien dugc xem Id cdng cu giiip ben nhuiang quyen kiem soat dugc cac boat ddng ctia ben nhdn quyen theo su ddng bd cua he thdng NQTM Ddng thdi, phat hien va hd trg kip thdi nhirng khd khan ciia ben nhdn quyen qua trinh van hanh cii'a hang NQTM Khi dd, ben nhdn quyen cd the dieu hdnh tdt cii'a hang ciia minh vd tiep tuc tri tham gia de ciing hudng lgi Ich tir he thdng NQTM Li thuyit ddc diim cd nhdn Cho rang cdc ddc diem ca nhdn cd dnh hu'dng den su cdng cua cac chien thudt ve mfii quan he tuong tac giii'a ngudi mua va ngudi ban (Odekerken & cgng su, 2003) Moi quan he he thong NQTM khdng chi dugc xem xet ngu cdnh trao doi giii'a cac vien he thfing ma cdn dugc xem xet tren goc tuang tac giii'a cdc cd nhan (Dant& cgng sir, 2013) Do vay, dac diem ca nhdn ciia cac ben Hen quan cd anh hudng den chat lugng va hieu qua ciia mfii quan he giira ben nhuong quyen vd ben nhan quyen (Weaven & cdng su, 2009) Cdc nghien ciru trudc ddy cho rang dua vdo dac diem ca nhdn cd the du dodn kha nang tuong thich mdi quan he ngi bd (Morrison, 1997) va mong mufin phat trien he thfing NQTM ciia ben nhan quySn (Weaven & cgng su, 2009) Nhu vay, dac diem cd nhdn ciia ben nhan quyen cd anh hudng din viec tri tham gia he thdng NQTM, ti8p tuc gdp phdn xay dung va phat tri^n he thdng NQTM Do do, viec vdn dung li thuyet dac diem ca nhdn cd the giiip cho ben nhugng quyfin cd the du doan va quyet dinh chgn lua ben nhan quyen ndo cd th^ ciing minh dong tdm hiep luc xay dung vd phdt trien ldu ddi he thdng NQTM V6 Thanh Thu & Tran Thl Trang Tap chi Phat Ui6n Kmh te 26(10), 92-110 2.1.1 Tdc ddng cua CLMQH giira ben nhugng quyen vd ben nhdn quyen den quyet djnh tri tham gia he thdng NQTM NQTM la phuang thiic kinh doanh giiip ben nhugng quyen cd ca hgi phat trien nhanh chdng ve mat quy md thdng qua vdn va sir hgp tac cua ben nban quyen Diem dang chu y hoat ddng NQTM la mdi quan he mang ti'nh cdng sinh giiia ben nhugng quyen va ben nhan quyen He thdng NQTM chi dugc xem la cdng cang cd nhieu ben nhan quyen tham gia vd tri ldu ddi he thdng CLMQH la mdt khdi niem da hudng gdm ba nhan td chinh: Su tin tudng, su cam ket, va su hai Idng (Beatson & cdng sir, 2008) Cu tha: - Su tin tudng: Day ia yeu td then chdt dem den su cdng mdi quan he ben viing (Qureshi & cfing su, 2008) Su tin tudng the hien thdng qua niem tin cua ben nhan quyen chap nhdn nii ro ciing ddu tu vdo he thdng NQTM cua ban nhugng quyen (Coleman, 1994) Su tin tudng tdc dgng true tiep va tich cue den mdi quan he vdi ben nhugng quyen (Davies & cdng su, 2011) - Su hdi ldng: Su hdi Idng ve cdng viec ciia ben nhdn quyen ddng vai trd then chot viec tri mfii quan he NQTM (Morrison, 1997) Khi ben nhdn quyen cdng hdi long vdi he thfing NQTM thi hg cang quyet tdm tri tham gia he thdng NQTM (Chiou & cgng su, 2004) - Su cam ket: Cac thod thudn NQTM keo dai trung binh Id ndm (Frazer & cdng su, 2008) Do vdy, cam ket dong vai trd rdt quan trgng mdi quan he NQTM De tri mfii quan he NQTM, ben nhdn quyen rat can thuc hien mdt cam kat dai ban vdi he thdng NQTM Cam kat ciia ben nhdn quyen cd tac dgng den quyat djnh tri tham gia he thong NQTM va xu hudng ddng gdp cho su phat trian ciia he thdng NQTM CLMQH Id thdnh td quan trgng mang den thdnh cdng cho su hgp tac ldu ddi ITnh vuc NQTM (Monroy, 2005) CLMQH giiia ben nhugng quyan \d ben nhdn quyen cdng tfit thi ben nhan quyen cang quyat djnh tiep tuc hgp tac tri tham gia he thdng NQTM Gid thuyet Hi: CLMQHgiica ben nhuang quyen vd ben nhgn guyen cd ldc dong citng chieu den qityet dinh tri tham gia he thdng NQP\L 2.1.2 Tac dfing ciia dac diem cd nhdn den quyet dinh tri tham gia he thdng NQTM Dac diem cd nhan dugc dinh nghTa Id tap hgp cac dac tinh dnh hudng dan each hanh xu ca nhdn cac tinh huong khac Dac diem ca nhan Id mdt khdi niem da hudng v e Thanh Thu & riJn Thi Trang Tpp chi Phai tri^n Kmh le 26( 10) 92- IIO 97 gdm: Hudng ngoai, su dong thudn su tan tdm, fin dinh cdm xuc, vd su tudng tugng (Costa & cdng su, 1992) • Hudng ngoai: Latinh each ciia ngudi lien quan den cam nhdn \ c cdng \iec theo khuynh hudng nhu: Thich di ngodi vdn phdng, tinh each manh me nghi iuc quyat doan vd thdng tri cac tinh hufing xa hgi (Peelers & cdng su 2006) Hudng ngoai la dac tinh thdi thiic ben nhan quyan quyet djnh va cac dieu khoan ciia hgp ddng ciing nhu dua cac van de lien quan he thdng NQTM (Zhao 2006), • Su dong thudn: Cac cd nhdn cd su ddng thudn cao thudng the hien tinh each than thien, hgp tac, ljch su dang tin linh boat, \ i tha va khoan dung (Barrick & cong su 1993) Nhiing vien cd tinh than hgp tac xay dung quan he tdt vd cd khd ndng tim kiem duac nhiing hd trg tir xahgi Ddng thudn lien quan mat thiet vdi giao tiep niem tin vd tdn chii truong chung cua tap the (Mount & cdng su, 1998) Ben nhdn quyen cd tinh ddng thudn cao se cd mdi quan he tdt, hgp \ vdi ben nhugng quyen (Morrison, 1997) Khi cac thod thuan NQTM dugc thuc hien mdt cdch binh dang, ben nhan quyen san sang tudn thii cdc quy djnh cua he thdng vd hop lac tdt vdi ben nhugng quyen (Dant &cdngsu,2013) • Su tan tdm: La tinh cdch cua cac ca nhan lam viec sieng nang cd ddu dc id chiic thich hdnh dgng va cd khuynh budng chiu trdch nhiem cho nhCrng hanh ddng dd (O'Brien & cdng su 1996) Sutan tdm cua ca nhan cd tiie giiip du doan duoc ket qua cdng viec cua ngudi dd (Barrick & cfing su, 1993) Ben nhan quyen tdn tam vdi cfing viec cao thudng se giai quyat van de rdt cu the va dat dugc muc ticu dem lai niem tin moi quan he vdi ben nhugng quySn (Thoms & cgng su 1996) Ben nhugng quyen thich phat trian mdi quan he vdi cdc ben nhdn quyan ddng tin cdy va ciing hop tdc dc dat duac muc tieu chung ciia he thong NQTM (Dant & cgng su 2013) • On dinh cdm xiic: La muc ddchiu dung dp luc cdng viec ciia ca nhdn dn dinh tam trang, binh ttnh va biel each thu gidn (Costa & cdng su, 1992) Cdc cd nhdn cd linh cdch thudng gidi quyat tdt cdc xung dot, doi mat dugc vdi cac phan hdi khdng tdt tir neudi khdc va cd khd nang giai quyet cdc vdn da khd khan mang tinh chien lugc (Hooker & cdna su 1994)- Ben nhdn quyan vdi tinh cdch dn dinh cam xiic tdt cd khuynh liudng phdt trian manh mdi quan he NQTM thdng qua giao tiep lot vdi ben nhugng quyen han cha toi thiau cac xung dot phat sinh he thong NQTM Han nCia ben nhtrgng quyen thich phattriin moi quan he than thiet vdi cac ban nhdn quyen cd tinh each dn dnih cdm -XLic cao (Dant & cdng su 2013) V6 Thanh Thu & Tran Thl Trang Tap chi Phat inen Kinh le 26tlO) 92-1 • Su tudng tugng: La tinh cdch td md, tu thoang y thiic tinh cam vd hieu biel cua cac ca nhan (Goldberg 1990) Nhirng ngudi cd dac diem ndy thich su mo hd \ a thudng thich khdm pha nhung y tudng mdi, tiap thu cdc vdn de mdt cdch tich cue thuc hien chien lugc (O'Brien & cdng su 1996) Mac du ben nhan quyen thich cd nhOng hoat ddng ddc lap, nhung hg bat huge phdi tudn thii \a thuc hien diing cac quy dinh nghiem ngat mang tinh ddng bd cao todn he thdng NQTM, \ h i n chung hdu het cdc he thdng NQTM khuyan khich cac ben nhan quyen thuc hien theo diing cdc chinh sdch \a yeu cau ddde nhdm phat trien he thdng NQT.M md ben nhugng quyen da va dang xdy dung Dac diem ca nhan cd lien quan den hieu sudt su hdi ldng vd doanh sd (Peelers & cdng su, 2006) Nd dugc diing de du doan ve ket qua cdng viec nhieu tinh hudng kinh doanh, dd cd su tuong tdc vdi nhdn vien hodc khdch hdng (Salgado, 2003) hodc kinh doanh NQTM (Weaven & cgng su 2009) Ben nhdn quyen khdng chi la ddi tac kinh doanh tren hgp dfing ma cdn tham gia vdo he thdng \Q'l M thiet lap mdi quan he ddi han giiia ben nhugng quyfin vd ban nhdn quyen (Dant & cfing su 2013) Nhu vdy, ben nhugng quyan lua chgn dugc cdc ban nhan quyan cd dac diem cd nhdn phii hgp vdi minh ciing nhu he thdng NQTM ben nhdn quyen se tri mfii quan he dai ban va quyet djnh tiep tuc tham gia he thong NQTM Gid ihuyel H? Ddc diem cd nhdn cd tdc ddng cimg chieu den quyet dmh Iri tham gia he thong \'OTM Tir cac gia thuyet tren md hinh nghian ciiu li thuyat dugc da xudt nhu sau: Chat luong mdi quan he Quyet dinh in tham gia he Ihdng NQTM Dac diem ca nhan Hinh Md hinh nghien ciru de \uat Vo Thanh Thu & Tr^n Thi Trang Typ chi Phai uiin kmh ic, 26( 10), 92-11D 2.2 99 Phuangphdp nghien cim Nghien cii'u sii dung phdi hgp hai phuang phdp dinb tinh va djnh lugng: (1) Nghien Clin djnh tinh dugc thuc hien thdng qua cdng cu thao luan nhdm 15 chuyen gia ITnh vuc NQTM d nhieu vai trd khdc nhu: Ben nhugng quyen, ben nhan quyen, luat su, chuyen gia vd cdn bd ca quan qudn li nha nudc ve hoat ddng NQTM; va (2) Nghien ciiu dinb lugng sa bd dugc thuc hien thdng qua khao sat true tiep 105 nhd nhdn quyan, tai TP.HCM, Trong ddcd 31 thuong hieu nhugng quyan nudc \a 74 thuang hieu nhugng quyen cd yau td nudc ngodi Kk qua thu dugc 97 phieu hgp le Phuong phdp chgn mau dugc kat hgp giiia phuang phap phdl trien mdm (doi vdi thuang hieu nhugng quyen nudc) vd phuong phap ngau nhien dan gian (ddi vdi thuang hieu nhugng quyen cd yeu td qudc te) Ket qua nghien ciiii dmh luang sa bd da loai 13 bien quan sat, dd bien quan sal thang su tudng tugng cua khai niem dac diam ca nhdn khdng dat dugc tin cay thang \'a bien quan sat cdn lai khdng dat dugc gia tri phdn biel phan tich EFA nen Ihang bj loai Nghian Clin dinh tinh va djnh lugng sa bg nham diau chinh thang phii hgp vdi dieu kien nghien ciiu Ket qud cho thay cd hai nhan tfi chinh tac ddng den quyel dinh tri tham gia he thdng NQTM: (1) CLMQH; vd (2) Dac difim ca nhan Day la bai kbai mem da hudng Cu tha: CLMQH cd ba thang thdnh phdn: - Su tin tudng (Tl) gdm bien quan sdt: Tl T12 T13 T14, T15 - Suhai ldng (HL)-gdm bien quan sdt: Hl_2 HL3 HL4, 11L5 - Sucam ket (CK), gom bian quan sat CKl CK3 CK4 CK5 Ddc diim cd nhdn cu bdn thang Jo ihdnh phdn ' Hudng ngoai (HN) gdm bien quan saf HN2 HN3 liN5 - Su ddng thuan (DT) gfim bian quan sat: DTI DT2 DT3 DT4 - Sutan tam (TA) gom biSn quan saf TAI TA3 TA4 TA5 - On dinh cam xiic (CX), gdm bien quan sat: CX CX2 CX3 Sir dung cimg phuong phap chgn mdu va khao sat o nghien ctiu dinh lugng so bo nghien cim djnh lugng chinh Ihirc thu dugc 252 phieu hgp Ic i'o cau mdu theo cac lieu chi phdn loai nhu Bang Vo Thanh Thu & Tran Thi Tr^g Tap chi Phai uiin Kinh li 26(10), 92-110 Bangl Co cau mdu nghian ciiu Tieu chf phan Ioai Stt Sfi lupng Ti le (%) Doi tuang i"d nhdn duac phong vdn Gidi dnh Nam 138 54,8 Nif 114 45.2 Chuc vu Giam ddc 24 9.5 Quan li CUBihang 165 65,5 Chuyen vien phu trach NQTM tai cong ty nhan quyen 63 25 Doi tuang doanh nghiep dirac phong vdn Xuat xii thuang hieu Thuang hieu nhucmg quyen cdyeu td qudc te 156 61.9 Thuang hieu nhuang quyen nudc 96 38,1 Thdi gian hoat ddng ciia doanh nghiep Dudi nam 48 19.1 Til 1-3 nam 123 48,8 Tren nam 81 32.1 Nha hang, dd udng 92 36.5 Ciia hang tien lai 53 21 Thdi trang 44 17.5 Giao duc 35 13,9 POiac 28 n.l Tdng cpng 252 loO Linh vuc kinh doanh cua doanh nghiep Nguon Tfing hpp cua nhdm tac gia v a Thanh Thu & Tran Thi Trang Tap chi Phai triiin Kmh le, 26( 10), 92-110 101 Ket qua va thao luan 3.L Ket qud nghien cuu Thang thdnh phdn ciia cdc khdi niem mo hinh nghian ciin dc xuat dugc danh gia bang he sfi Cronbach's Alpha (a > 0,7) Ket qud cho thdy cdc thang su tin ludng (0,811), su hdi Idng (0,788), su cam ket (0,774), hudng ngoai (0,778), su ddng thudn (0,794), su tan tdm (0,753), dn djnh cam xiic (0,763), va quyet djnh tri tham gia he thfing NQTM (0,801) deu dat yeu cau ve tin cdy Phdn tich nhan td kham phd (EFA) cho thay co hai nhan td dugc trich vdi tdng phuong sai trich la 56,88% > 50% Thang thii nhdt dugc dat ten la "DDCN'" (Dac diam cd nhan) vdi cac bien quan sdt sau: TAl, TA3, TA4, CXI, CX2, CX3- HN2, HN3 HN5, DT2, DT3, DT4 Thang thir hai dugc dat ten la "CLMQH" (Chdt lugng mdi quan he) cd 10 bien quan sat: T12 TI3, T14, T15, HL2, HL3, HL5, CKl, CK3, CK4 Kiam djnh KMO ~ 0,938 va Sig = 0,000 the hien muc y nghTa cao Cac bien cac thang deu cd mii'c tai nhan td tii' 0.671 dan 0,809 vd chenh lech trgng sd deu > 0.3 Nhu vdy gia trj cua hai thang dugc chap nhdn Bang Ket qud phdn tich nhdn td k h d m pha E F A DDCN DT4 Tdi cam nhan duac nhOng chia se, tinh cam cua ngudi khac TAl Tdi lufin lam theo k6 hoach da dmh trudc 0,809 0,794 CX3 Tdi thudng hay Io lang vS moi thu 0,763 CX2 Tdi d i b i cang thang 0,757 Tdi ndi chuyen vdi rk nhiSu ngudi khac tai cac budi tiec, hdi ^ ^^^ HN2 , ' 0-755 hop, hpp mat, v.v., DT3 Toi ludn quan tam den nhiing van de, khd khan cua ngudi khac 0,755 HN3 Toi thudng la ngudi bit iiu cau chuyen 0,752 HN5 Toi cam thay thoai mai ben canh nhirng ngudi xung quanh 0,747 CLMQH v e Thanh Thu & Tran Thl Trang Tpp chi Phat inen Kinh Ic 26(10) 92-110 Bien quan sat DDCN CXI Tinh tinh ctia tdi hay that thudng 0.719 TA4 Tdi thudng lam diing cdng viec tir dau 0.716 DT2 Toi ddng cam vdi tam trang ciia ngudi khac 0,709 TA3 Khi lam mdt viec gi tdi lufin chu y den tirng chi tiet 0,671 TI3 Nhung thdng Un ben nhuong quyen cung cap ludn dang tin cay 0.792 HL5 Tfii hai long ve mdi quan he vdi ben nhupng quyen HL2 CLMQH 0,788 Tfii hai long ve str dau tu phat trien thuang hieu cua ben nhupng quyen Tfil thtrc hien diing nhung thoa thuan hap ddng vdi ben nhuang CK,3 Tdi san long dau tu them cho mdi quan he vdi ben nhuang quy6n 0.742 T12 Tdi tin cac khoan phi ben nhuong quyen quy dinh la hop li 0.740 Tfii tin tudng ben nhucmg quyen se thuc hien dting cac thoa thuan hop dflng NQTM 0.729 CK4 Tdi se tri mdi quan he Iau dai vdi Ben nhuang quy^n 0.723 HL3 ^ ° ' ^^^ ' ° " ° '^^' chuong trinh huan luyen va nhung hfi tra khac cua ben nhuang quyen 0,720 Ben nhuang quyen ludn quan tam ctia hang ctia tdi trudc mfit quyet dinh quan trpng cho he thdng NQTM 0,719 TI4 Eigenvalues 7.610 4.904 Phuang sai trich tich liiy (%) 30.720 56.884 Ngudn: Kel qud nghien ciru Ket qud phdn ti'ch EFA cua khai niem quyat dinh tri tham gia he thdng NQTM cho thdy cd nhdn td dugc riit trich ra, nhan td dugc dat tan Id •'DT'" (Duy tri) \'o I hanh Thu & Iran Thi Trang Tap chi Phat tnen Kmh te, 26(10), 92-110 103 Bang Trgng sd nhan td ciia t h a n g q u y a t djnh tri tham gia he thong N Q T M Bien quan sat Nhan td DT YI Tdi rat san Idng gidi thieu he thdng NQTM vdi ngudi khac 0,830 Y2 Tdi san sang hop tac vdi ben nhupng qu\en tuong lai (md them cua hang) 0,796 Mac dil tdi cd the tim kiem he thdng NQTM khac, nhuns; tdi lufin uu lien xem xet he thong NQTM hien tai Y4 \gudn Tfii nhan tiem nang phat tnen ciia he thfing NQTM 0,773 Eigenvalues 2,526 Phuong sai trich lich luy (%) 63.145 Ket qua nghien ciiu Phdn tich C F A m d hinh l u d n g tdi ban (Hinh 2) c h o thdy Chi2 ^ (p_value = 0,000) C h i / d f - 1,384 TLI - 0,964 CFI = 0.967, R M S E A = 0.039 c h o thdy mfi binh phil h g p vdi dir lieu thj t r u d n g Cac sd chudn hod ciia cdc bian quan sdt m d hinh dao d g n g t r o n g k h o d n g [0,642; 0,798] nen cdc khdi niem dat gid tri hgi tu He sd tin cay tdng h g p va tdng p h u o n g sai trich cua thang deu dat miic y nghTa (Bang ) ; he sd a cua thang C L M Q H la , he so a ciia thang dac diam cd nhdn la 0,929 He sd a ciia thang q u y e t dinh tri tham gia he thdng N Q T M la Do \ay cd the khang dinh tin cdy ciia thang cac khai niem ndy Bdng Ddnh gia tin cay t h a n g cac khdi niem mo hinh Khai mem Do tin ca\ long hpp />, Tdng phuong sai trich p ^ Dac diem canhan 0,929 0,524 CLMQH 0,917 0,526 Duyn-i 0,806 0.510 ,\e;(„r Ket qua nghien cuu v o Thanh Thu & Tran Thi Trang Tap chi Phat tnen Kmh te 26( 10) 92-110 Hinh Ket qua CFA (chudn hoa) md hinb Ngudn Ket qua nghien ciiu Bang Ket qud kiem djnh gia tri phan biet giu'a cac khai niem md hinh Tuang quan p-value r SE CR Dac diem ca nhan CLMQH 0,214 0.062 12,772 0,000 DSc diem ca nhan Duy tri 0,546 0,053 8,568 0.000 CLMQH Duy tri 0,715 0,044 6,446 0,000 Ngudn; Ket qua nghien ciru Bang cho thdy he sd tuang quan giu'a cac cap khai niem vdi sai sfi chudn kem theo deu nhd ban I va cho cdc gia tri p dau nhd ban 0.05 Vi vdy, cdc khdi niem deu dat dugc gid tri phdn biet Ket ludn Ket qua phan tich CFA cho thay cac khdi niem ludng md hinh nghien cii'u thod yeu cau va tinh dan hudng tin cay gia tri hgi tu va gia tri phdn biet Da kiam dinh md hinh nhdm tae gid sir dung md hinh hod cdu triic tuyan ti'nh SEM Kat qud (Hinh 3) cho thay md hinh phii hgp vdi dtr lieu thj irudng v o Thanh Thu & T r k Thi Trang Tap chi Phat trian K.nh i4 26(10) 92-110 Bang Ket qua SEM mdi quan he giii'a cac khai mem mfi hinh Moi quan he Duy tri Duy tri
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