e U A N T R | KINH DOANH omuiudNG cua OINH uifdNc MUU inu refi mkl wfiwgM MuajoM MIIN6 TINH aantti eua KHACH HUNG KHU UI/C NOI THUNH MNOI TBI 7ttUN6 THM 7HUifN6 Mill ^ , n 1/ Maso:104.2BMkt21 O ^ ^ h Q ^ '' Ngaynhin: 27/03/2017 Nguydn Thl Hanh Tmdng Dai hpc Hai Phdng Email: nguyenhanh261076@gmall.com Ngiy nhgn lgi: 17/04/2017 Ngiy duygt dang: 20/04/2017 ^.^yiph hudng mua sam eho thay eich thUc mi khieh hing thuc hiin hoat ddng mua sam cOa hg £^/jhOng khach hang khac se cd dmh hudng mua sam khie nhdm khieh hang co dinh hudng mua sam giai tri thudng tim kiim mem vui mua sam, cdn nhdm khieh hing ed dmh hudng mua sam thiit thuc se coi mua sam nhu mdt nhiem vu phai hoin Nghiin cOu nham nhin di$n cac yiu tidjnh hudng mua sam anh hUdng tdi trai nghiim mua sam mang tfnh giai tn eua khich hang khu vuc ndi thinh Hi Ndi tai trung tim thuang mai Vdi 465 phiiu dieu tra, kit qua nghiin cQu chi hai yeu to dmh hudng mua sam inh hudng din trai nghiim mua sam mang tinh giai trili: (1) dmh hudng mua sam giai tri vi (2) dmh hudng mua sam thiit thue TCt khda: Dmh hudng mua sam, trai nghiim mua sam m^atirtfygiai Dgt van de Sy thay ddi cua ngudi tieu dOng eung nhu su thay ddi eua mdi trUdng cd the bj tac dflng bdi dmh hudng cP ban NhQng nghien cQu ve hanh vi tieu dung da xac djnh djnh hudng mua sam cCia ngUdi tieu dQng nhu mdt phan quan anh hudng den hdnh vi tieu dung, Djnh hudng mua sam anh hudng den quyet djnh, hanh vi mua sam cua khdeh hang (Glen va Cari, 1987), dmh hudng mua sam cho thdy edeh thdc ma khach hang fhue hidn hoat ddng mua sam cua hp Djnh hudng mua sam CO anh hudng tfch eye ddn nhan thQe vd su mac ea, thdi gian ddnh cho eae cQa hang, su hai idng va long trung cua khaeh hang (Jones va cdng sy, 2006) Ngoai ra, djnh hudng mua sam dieu tiet cac tac ddng eua mdi frudng cQa hang doi vdi trai nghiem va hanh vi mua sam cua khach hang (Baker va Wakefield 2011) khoa hoc thiArngmal tri Y NhQng ngUdi mua sam khac se cd djnh hudng mua sam khac (Baker va Wakefield, 2011) Verhoef va cflng sU (2009) chia dmh hUdng mua sam cCia khach hang hai nhdm, gdm djnh hUdng mua sam la nhiem vu trpng tam va dmh hQdng mua sam de trai nghiem NgUdi mua sam cd djnh hudng mua sam dd trai nghiem thfch sy phdn mua sam ngudi mua sam cd dmh hudng nhU mdt nhi§m vu trpng tam thich hidu qua (Oliver B Buttne va cpng sy, 2014) Kaltcheva vd Weitz (2006) thye hidn nghien cdu so sanh sy khae bidt giQa nhdm khach hang co djnh hudng mua sam Id nhidm vy tdm vS nhdm khach hang cd djnh hUdng mua sam de giSi tri Bellenger va Korgaonkar (1980) cho rang djnh hUdng mua sam cua ngUdi tidu dQng ^dm cd dinh hUdng mua sam giai fri va dinh hudng mua sam kinh td Nhu vay mdi mdt bm canh nghien ^ So 104/2017 QUAN TR! KINH DOANH cQu tai cae qude gia khac nhau, cac nghien cdu tren da sd dyng nhQng thudt ngO khdc de chi phdn cua dmh hudng mua sam eua khach hang, nhien kdt luan cua cac nghien cQu ndy CP ban gidng de cdp den sy khac bidt vd djnh hudng mua sam giQa hai nhdm khach hdng ThQ nhat la, nhdm ngudi mua sam col viee mua sam la nhiem vy trpng tam, hp mudn ket thQe vide mua sam mflt each hieu qua nhat ed thd, nhdm ngudi ndy cd the khdng thich mua sdm, day la nhdm cd dinh hudng mua sam thidt Ihyc/kinh td ThQ hai la, nhdm ngudi mua sdm tim kiem nidm vui va sy hdng thQ di mua sam, day la nhdm mua sam cd dinh hudng mua sam trai nhi$m/giai tri De thuan tien vide nhan didn fhanh phan cCia dinh hudng mua sam, pham vi cua nghien cQu fac gia se sd dung thudt ngQ "d|nh hudng mua sam thidt thyc" de md ta nhdm ngUdi mua sam col mua sam la nhiem vy trpng tdm va "dinh hudng mua sam giai tri" chi nhdm ngudi mua sam tim kiem niem vui mua sam Myc tieu cua bai vidt la nhan didn cae yeu to dmh hudng mua sam eua khach hang anh hudng tdi trai nghiem mua sam mang tfnh giai trf cda khach hang khu vyc ndi Ha Ndi tgi mflt sd trung tam thuong mai (TTTM): Lotte Center Hd Nfli, Royal City, Trang Tien Plaza, Time city Aeon Long Bien Ket qua nghien cdu se cung cap cho eae nha quan ly TTTM cac phan dmh hudng mua sam cua khach hang anh hudng den trai nghiem mua sam mang tfnh giai trf cua khach hang khu vyc nfli Ha Nfli tai TTTM, TQ dd goi y eho nha quan ly TTTM tdp trung tot hOn vao viec cung cap nhdng trai nghiem giai trf tfch eye cho khach hang nham xay dung vd tri Idng trung thdnh cua khach hang Khung nghien cQu ^ 2.1 Trai nghigm mua sam mang tfnh giai trf Trai nghiem khdch hang dupc dinh nghTa nhu la mdt an tUOng dupe hlnh khaeh hdng tiep xuc vdi san phdm, d|eh vu hoSc doanh nghiep, dd cung la mdt loai nhdn thdc cCia ngudi (Carbone va Haeckel, 1994) Shavi/ va Ivens (2002) da nhin nhdn trai nghiem khach hang la trang thai cam xuc ma khach hang ed dupe khaeh hang true tidp tuong tdc vdi mflt to chdc TQ ode quan diem tren vd trdi nghidm khach hang cd thd hieu trai nghidm khach hang la an So 104/2017 tupng hay cam xuc ma khach hang cd dUOc qua trinh khaeh hang tidp xQc trUc tidp vdi hdng hda, dieh vu hoSc nhd eung cap nao dd An tUdng hay cam xQc ma khaeh hang cd dupe cd thd Id tich eye hoac tieu cue, vui ve hoac khdng vui ve Khi khach hang di mua sam, qua trinh tUdng fae vdi moi trudng mua sam, nhan vien ban hang hay san phdm dich vu, khaeh hang se cd dUOc trai nghiem mua sam Tfnh "giai tri" se dgt dupc khach hang cam thay vui ve, thoai mai, giam cang thang, thu gian hay giai trf Khi dd khach hdng cd dupe trai nghiem mua sam mang tfnh giai tri 2.2 Dinh hudng mua sam cda khach hang Theo 1;^ thuyet nhan thdc muc tieu cua Kruglanski va cflng su (2002), djnh hudng mua sam eua khach hang ed the dupe hieu nhu la khuynh hudng tao dflng lue dUPe khdi ddng bdi viec thuc hidn myc tieu Viec thue hien mye fieu dupc md ta nhu la each md ngudi tieu dung theo dudi de hoan mye tieu Ngudi tieu dung cd djnh hudng mua sam giai trf thi theo dudi muc tieu la trai nghiem niem vui mua sam Ngudi tieu dQng cd dmh hudng mua sam thiet thyc thl theo dudi muc tieu hodn nhidm vu mua sam eua ho mdt each hieu qua nhat ed thd (Oliver B, Biittne va cflng sU, 2014), Ca hai nhdm mua sam ddu ed thd cd trai nghiem mua sam tfch eye myc tieu cda hp dupc hoan Ngudi mua sam cd djnh hudng giai tri se it nhay cam vdi gia (Boddeker, 1995) nhung chu trpng nhieu hon den chdt lupng hang hda (Bellenger va Korgaonkar, 1980), hp se danh thdi gian mua sam giai tri sau hp tim thdy nhQng gl hp muon, dd gia trj hudng fhu cua mua sam eao hOn gia tn hang hda mang lgi Hp quan tam tdi bau khdng khf mua sam hPn la sy da dang eua san pham (Bellenger va Korgaonkar, 1980) Ngudi mua sam cd djnh hudng thidt fhue se toi da hda Ipi fch cua ehuydn di mua sam nhu tidt kiem tien, tidt kiem thdi gian va hp thudng nhgy cam vdi gia thap hon, dd ho se so sanh mua hang (Boddeker, 1995) Theo M.-C Cerveiion va cdng su (2015) ngudi mua sam thiet thyc hudng lOi td su thudn tidn, de'dang mua sam va lya ehpn san phdm fQ cda hang hOn la mua sam tryc tuydn, vi vdy hp cd thfch cdc cQa hang d gan de tidt kiem thdi gian, khoa hoc thirtftiB'mal ^ ftl QUAN TRI KINH DOANH Nhu viy ngUdi mua sam cd djnh hudng mua sam giai tri la nhQng ngudi coi mua sam nhU la giai tri va hp chi tidu nhieu hOn cho mua sam cung nhu danh nhidu thdi gian cho mua sam hdn nhQng ngudi mua sam thiet thue, Trong dd, nhQng ngudi mua sam ed dmh hUdng mua sam thidt thye thudng tim kiem sU thuan tien de giam chi phi mua sam, thdi gian nhdn rdi dupc ddng vao vide mua sam thl dupe coi nhu la mflt loi ich ma mua sam mang lgi (Bellenger vi Korgaonkar, 1980) Ket luan cua nhQng nghien cQu tren cho thay djnh hudng mua sam giai tri va dmh hudng mua sam thiet fhye anh hudng den trai nghiem mua sam mang tinh giai trf cda khdch hang va cd sy khae biet ve trai nghidm mua sam mang tfnh giai trf gida nhdm khach hang ed djnh hudng mua sam giai trf va dmh hudng mua sam thiet thue 2.3 Md hlnh gia thuyit va thang nghien cdu Md hinh nghiin cQu: Dmh hudng mua sam duoc chia dmh hudng mua sam giai tri va dinh hUdng mua sam thiet Uiyc (Oliver B BQttne va cpng SU, 2014; Bellenger vd Korgaonkar, 1980) Djnh hudng mua sam la ydu td thudc ve ca nhdn khach hdng, cd anh hudng den frai nghidm mua sam mang tinh giai tri cCia khach hang DUa tren ket ludn cua nhQng nghien cQu trUde, tac gia dd xuat mo hinh nghien cdu cac yeu to dmh hudng mua sam eua khdeh hang anh hudng den trai nghiem mua sam mang tinh giai trf cQa khach hang khu vue ndi Ha Nfli tai TTTM gdm bien ddc Idp' (1) Dmh hudng mua sam giai trf va (2) Djnh hudng mua sam thiet thuc (hlnh 1) giai tri cQa khach hang khu vUe ngi Hi Ndi tai TTTM H2 Dinh hudng mua sam thiit thuc cd an/i hudng thuin chiiu tdi trai nghiim mua sam mang tinh thiit thue cua khieh hing khu vue ndi thinh Hi Noi tai TTTMu Thang eae bien md hinh, Dinh hudng mua sam giai trf dupe mfl ta nhu la mflt khuynh hUdng tim kiem niem vui va sy phdn mua sam (Bellenger vd Korgaonkar, 1980; Oliver B Buttner, 2014) Thang dinh hudng mua sam giai fri dupe trich tQ nghien cilu cda Oliver B Buttner (2014) (Bang 1) Djnh hudng mua sam thiet thyc dupc md ta id mdt khuynh hudng eoi mua sam nhu Id mflt nhi^m vy phai hoan (Bellenger va Korgaonkar, 1980; Oliver B Buttner, 2014) Thang d|nfi hudng mua sam thidt thye dUdc trich td nghien cdu cua Oliver B, Buttner (2014).(Bang 2) Thang trai nghidm mua sam mang finh giai trf (thang staple td -2 den +2) dupc trfch til nghien cdu cua Ld Vdn Huy (2011).(Bang 3) PhUdng phap nghien cdu Nghien cdu dupe thue hien vdi hai giai doan: (1) giai doan so bp tdc gia sd dung nghien cQu so bd dinh finh bang phuong phap phong van sau va nghien cQu so bd dinh luong; (2) giai dogn chinh thdc tac gia sQ dyng nghien cQu dmh lupng Nghien cdu so bd djnh tfnh dUde tien hanh thdng qua phong van sau vdi ma'u la 10 ngudi (02 ehuyen gia marketing, 03 nha quan 1^ trung tSm thuong mgi va 05 khach hang khu vuc nfli Ha Ndi), thdi gian phdng van la 30 phut/dap vien Dinh hifdng mua sam giai tri Trai nghiem mua sam mang tinh giai tri Dinh hi/dng mua sdm thidt thifc (Ngudn: tac gia tu tong hgp) HlnhJ.'; Md hinh nghiin cQu 19 thuyi't Gia thuyet nghidn cQu: HI: Dmh hudng mua sam giai tri cd anh hudng thuin chiiu vdi trai nghiim mua sam mang tinh khoa hgc 42 mirmigniai cd ghi am Ket qua phdng van sau cho thay cac bien va thang md hinh hoin toan phQ hpp vdi bdi canh nghien cQu Tren co sd thang da ^ S6104/2017 Q U A N T R | KINH DOANH! Banp ' Thang dmh hudng mua sam giai tri Ma hda GTl GT2 GT3 GT4 Thang Khi di mua sam toi thu'dng cam thS'y vui ve Khi di mua sam tdi thiTdng tim kiem sir vui ve Tdi thich tieu khien thdi gian cho mua sam Khi di mua s^m tdi thich di dao xung quanh de tim kiem thdng tin Tac gia/NSm Oliver B Buttner (2014) Ngudn: Oliver B BiJttner (2014) Bang 2.- Thang dinh hudng mua sam thiet thuc Ma hda TTl Thang Khi di mua sam, tdi cd gang de ho^n th^nh sdm nhS't cd th^ TT2 Khi di mua sam, tdi hinh ddng th$n trpng vS t§p trung vko muc tidu Khi di mua sam, tdi chiS ydu mua nhffng gi cd kd' hoach TT3 Tac gia/NSm Oliver B Buttner (2014) Ngudn Oliver B Buttner (2014) Bang : Thang trii nghiim mua sam mang tinh giai tri Ma hda TNI TN2 TN3 TN4 TN5 Thang Khdng thoai m^i/thoai m^i Khdng vui ve/vui ve Khdng cang thang/cang thang Khdng thiT gian/thif gian Ld Van Huy (2011) Khong giai trl/giai trf (Nguon: Li Vin Huy 2011) hinh sau phdng van sau, tdc gia tien hanh phdng van trye tidp thdng qua bang hoi (nghien cQu sd bfl djnh lupng) vdi mdu la 30 khaeh hdng khu vUc nfli Ha Ndi nham danh gid so bd thang (bang 1,2,3) lam cP sd eho vide hinh thang ehfnh thQe cho nghidn cQu Kdt qua nghien cdu sO bd djnh lUdng cho thay cdc cau hdi deu dupc hieu dQng nghTa, dd thang dupc giQ nguyen de ehuydn sang nghidn cQu chinh thQe dmh lUOng Nghien cQu chfnh thQe djnh luong dUpc thue hien d TTTM fgi Hd Ndi (Lotte Center Ha Ndi, Royal City, Trang Tien Plaza, Time city Aeon So 104/2017 Tac gia/N3m Long Bien) thdng qua bang hdi bang phUPng phap phong van true tiep, Theo Hair va cdng sy (1998), phan tfch nhdn td kham phd EFA thl cd ma'u toi thieu phai idn gap nam lan tdng sd bidn quan sdt eac thang Trong nghien cQu cd 12 bien quan sat dung phdn tich nhan td, dd ed ma'u tdi thidu la: 12*5=60 dPn Vj Mdf khac, phan tich hdi quy bdi, ed md'u tdi thidu duoe tfnh theo cdng thQe: 50 + 8'm (m la sd bidn ddc lap) Trong nghien cQu cd bien ddc Idp vl vdy ed ma'u toi thieu la: 50 + 8"2 = 64 don v| Tdng hop ca hai yeu cau tren thi ed ma'u tdi thieu dupc yeu cau la 120 ddn vi „kh08 tivc CS^thifdng 11191 43 QUAN T R | KINH DOANH nghien cQu dupc lya chon tai khu vyc nfli thdnh Ha Thdng thudng nghien cQu ve hanh vi ngudi Nfli, noi tap tamg gidi tri thdc eao tieu dung, cac nha nghien cQu thudng sQ dung Bang 4: Thing ki md ta mail theo nhin khiu hoc STT Gidri tinh Nam Nil Tong cOng SL 168 297 465 % 36.13 63.87 100.00 STT Thu nh$p (tri^u ddng/ thang) 54, Co cdu md'u vd thu nhap cho thdy phan idn nhQng ngudi dUOc hdi cd thu nhdp khoang 5-20 tridu Trinh dd hgc vdn cua ma'u didu tra la kha cao, didu hodn foan phQ hdp vl mail 44 kiloa hoc thifdngmai 5.2 Thong ke mo ta cac bien md hlnh Dya vao ket qua bang 5, eae gia tri nho nhat va gia trj idn nhat eua eac bien deu nam khoang tQ den 5, gia tn trung binh cua cac bidn deu >3 Hd s d Skev\/ness va Kurtosis deu nam khoang gidi han cho phep (Skewness, Kurtosis 0.3, nhu vdy cac bien quan sat cd y nghTa vdi nhan td Kdt qua EFA "Djnh hUdng mua sam thiet thUc" cho thay ed bidn quan sat dupe tai vd cdng ni6t nhan td, eac he sd tai ve nhan to cua tdng quan sat lan lupf la: 0.812, 0.790, 0.711, 0.758 da cho thay ehung cd quan hd y nghTa vdi djnh hUdng mua sam thiet thye ^ ^ ^ ^ ^ ^ _ ^ ^ ^ ^ _ ^ So 104/201^ ,QUAK TR! KINH DOANH Bang ' Thong ke mo ta thang cac biertrong mo hinh Bie'n N Nho nhSt L«n nhS't Trung binh Statistic GTl GT2 GT3 GT4 TTl TT2 TT3 TNI TN2 TN3 TN4 TN5 VaidN Statistic 465 465 465 465 465 465 465 465 465 465 465 465 465 Statistic 5 5 5 5 5 5 Statistic 3.34 3.67 3.12 3.76 3.34 3.56 3.19 3.78 3.34 3.57 3.29 3.41 D8 I0ch chu^n Statistic 723 701 667 732 689 675 667 701 712 756 698 685 Skewness Statistic -.523 -.498 -.502 -.512 -.476 -.423 -.456 -.478 -.511 -.524 -.486 -.532 Kurtosis Std Error 088 088 088 088 088 088 088 088 088 088 088 088 Statistic 646 732 687 68S 677 658 672 711 719 668 689 708 Std Error 176 176 176 176 176 176 176 176 176 176 176 176 (Nguon: So liiu khao sat cOa tic gii, nim 2016) : Kit qua phin tich nhin tiEFA cie biin ddc lip NhSn t6' Bi£'n Dinh hirdng mua s^m gidi tri (GT) Dinh hltdng mua s^m thi6't thifc (TT) Quan sat GTl GT2 GT3 TTl TT2 TT3 TT4 776 801 818 812 790 711 758 0.761 >0.5 64.89 KMO He s6 tai Phifdng sai trich (Nguon: SotiSu l0.3, eho thay he sd Durbin- Watson (bang 8) cd gia tn =1.711, dieu ndy chdng to khdng cd tuong quan dieu chdng td cae bidn quan sat cd tUOng quan chat ehe vdi de ludng bien tong Mat khdc, kdt gida eac phan dU Bang ,• Danh gii dd phU hgp cua md hinh Mo hinh R R^ 578" 334 a Bien doc lap (Hang sc'): GT, TT b Bien phu thuoc: TN R ' hi$u chinh 329 Sai sd' irdTc Iirtfne 3221 H^ sd' Durbin- Watson 1.711 (Nguon: S6 ti$u l^hao sit cua tac gia, nim 2016) I khoa hgc thifitng mai = = ^ = ^ , ^ ^ ^ = ^ = ^ = So 104/2017 QUAN TR! KINH DOAKEi Ket qua bang eho thay hd so phdng dai phuong sai VIF cCia eac bidn doe lap deu < 10, dieu chdng td md hinh nghien cdu khdng cd hien tupng da epng tuydn va eae bien frong md hinh dupc chap nhan Mat khae, ket qua phan tich hdi quy cho thay cac bien ddc lap deu cd gia trj sig 0 Nhu vay, ed nghTa la cac bien ddc lap ed anh hudng thuan ehieu fdi bidn phu thuoc "Trai nghidm mua sam mang finh giai tri" eCia khach hang khu vue npi fhanh Ha Ndi fai TTTM va eac gia thuyet H I , H2 duoc chap nh^n Bang 9.' Ket qua H^ s5'chifa chuan hoa Sai sd' Beta chuan -.189 376 Hang sd 044 GT 321 042 284 TT a Bien phu thu0c : TN sac hon ve anh hudng eua djnh hudng mua sam cua khaeh hdng ddn trai nghiem mua sam mang finh giai tri eua khach hang khu vUe npi Ha Ndi Td dd gpi y eho eae nha quan ly TTTM, mudn nang cao kha nang "giai tri" cho khach hang khu vyc npi thdnh Ha Npi qua trinh mua sam tai TTTM can thda man djnh hudng mua sam cua hp Ddi vdi nhdm khaeh hang cd djnh hudng mua sam giai tri, hp quan tam ddn nidm vui mua sam hPn la mua dupe hang hda vi vay cac nha quan ly TTTM can tap frung vao eac yeu td tao hdng thd va niem vui mdt each lien tuc, tich cyc cho hp qua frinh mua sam, Cu the: phan tich hii quy t Sig chu^n hoa Beta 316 278 -0.378 3.154 3.068 000 000 000 Tho'ng kg da c6ng tuyfin VIF Tolerance 732 722 1.671 1.543 (Nguon So liiu khao sit cua tac gia nim 2016) - Vd bdu khdng khi: nhdng ngudi mua sam thudc nhdm thudng coi yeu td bau khdng cua TTTM, tham chi cd nhieu ngudi di den TTTM chi dd cam nhan bau khdng cua TTTM Vi vay mdt bau khdng de" chju, thoai mai vdi anh sang, mtii hUPng va am nhac phu hpp se tao cam giac thU gian, giai fri eho khach hang td lam fang fhdi gian luu lai TTTM vd tang chi fieu fai day Mat khac, nhiet dd on djnh nhU am ap vao mua ddng vd mat me vao mua he tai TTTM eung la mot frong nhOng ly dO ma cae gia dinh ed tre em Vidt Nam thudng lya chpn TTTM la "diem den" de vui chPi, giai tri va fhu gian vao nghi cuoi tuan - Ve kien true va trang tri npi that: phong each Kel lu$n kien true va trang tri ndi that can mang net dac Kdt qua nghidn cdu cht rang, "Trai nghiem mua sam mang tinh giai tri" cua khaeh hang khu trUng rieng biet vdi nhQng tdng mdu sac ddc dao se ludn tao dupc sy hap ddn d ^ vdi nhdm khach vyc npi Hd Ndi tai TTTM chju anh hudng cija yeu to "Djnh hudng mua sam giai tri" va hang ndy - Ve dich vu bd sung' djch vy bd sung "Dinh hudng mua sam thiet thye", kdt ludn phu qua trinh kinh doanh ban le ludn cd sdc thu hut Idn hPp vdi cac nghien cdu trudc day Oliver B B#ttner (2014), Ben canh do, ket qua cua nghien cdu da ddi vdi khaeh hang ndy De thda man tinh giai trf cung cap cho cac nhd quan 1;^ TTTM hidu biet sau eOa hp eac nha quan ly TTTM can ddi mdi lien tuc Phuong trinh hdi quy tuyen tinh md ta moi quan he gida bidn phy thupe va bidn doc Idp nhu sau: ' Y= -0.189 + 0.32rX1 + 0.284*X2 Trong dd: X I , Dinh hudng mua sam giai tri X2: Dmh hudng mua sam thief thuc Y: Trai nghidm mua sam mang tinh giai fri Nhu vay, bien ddc lap "Djnh hudng mua sam giai tri" va "Dinh hudng mua sam thiet thyc" tang (hoac giam 1) dOn vj thi bidn phu thupe "Trai nghidm mua sam mang tinh giai tri cda khach hang" eljng tang (hoac giam) lan lUOt 0.321 va 0,284 don Vj So 104/2017 Jhoa hoc g'mal HI QUAN T R | KINH DOANH cae djch vu bd sung nhu cac sy kien am nhac, chyp anh vdi than tupng, tuan ie'thdi trang, tham gia bdc tham trung thudng Hay bd sung va nang eao chat lupng sy san ed cua nhieu loai djch vy vui Choi giai tri (phdng ehieu phim, choi games, khu vui ehPi lien hoan cho tre eon ngudi Idn mua sam) Sy da dang ve dm thye hay chd'nghi ngoi qua trinh mua sam cung la mdt nhdng ydu td gid chdn nhdm khdeh hang tham chi cd nhdng khaeh hang eoi khu vye an udng giai khat id nPi giao luu, hen hd vdi ban be, ngudi than, Nha ve sinh s?ch se, tidn nghi hay bai dd'xe thuan tien cung se lam gia tang tinh giai tri cho nhdm khach hang Doi vdi nhdm khach hang cd djnh hudng mua sam thief thyc, ho se daf dupe tinh "giai tri" ho hoan myc tidu mua sam mdt each nhanh nhat, vi vay cac nha quan ly TTTM can dUa cae bidn phap thief thyc nhu cd so dd chi dan tgi cac tang, cd bien hidu chi dan hay bd tri mat bang thuan tidn dd hp de'di chuyen va tim dupe cda hang/san pham mong mudn mdt each nhanh nhat Sy xuat hien kjp thdi eCia nhan vidn hp can tu van va djch vy toan nhanh gon se khidn ho hai Idng.^ Til ligu tham khao: [1] Baker, J and Wakefield, K,L (2011), "How consumer shopping orientation influences perceived crowding, excitement, and stress at the mall" Journal of the Academy of Marketing Science, advance online publication [2] Bellenger, D N , Korgaonkar, P.K (1980), "Profiling the recreational shopper", Journal of Retailing 56: 77-91 [3] Boddeker, M., (1995), 'New-type and traditional shoppers: a comparison of two major consumer groups" Int J Retail Disfrib Manag 23, 17-26 [4] Carbone, L.P & Haeckel, S.H 1994, "Engineering Customer Experiences", Marketing Management, vol 3, no 3, pp 8-19 [5] Forsythe, S., Liu, C , Shannon, D., Gardner, L,C,, (2006), "Development of a scale to measure the perceived bene^ts and risks of online shopping" J Interact Mark 20, 55-75 [6] Glen R Jarboe, Carl D MeDaniel (1987), "A profile of Bnvsers in Regional Shopping Malls", 48 htioa hoc ^ iliirifiig'mai ' Journal of the Academy of Marketing Science, Volume 15, Number 1/Mareh, 1987 [7] Kaltcheva, V.D and Wettz, B.A (2006), "When should a retailer create an exciting store environment?" Journal of Marketing, Vol 70 No, l p p 107-18 [8] Knjglanski, A,W., Shah, J.Y, Fishbach, A Fnedman, R,, Chun, W.Y and Sleeth-Keppler, D (2002), 'A theory of goal systems" Advances in Experimental Social Psychology, Vol 34, pp 311-78, [9] M.-C, Cerveiion et al (2015), "Shopping ohentations as antecedents to channel choice in the French grocery multichannel landscape" Journal of Retailing and Consumer Services 27 (2015) 31-51 [10] Oliver B Biittner , Arnd Florack , Anja S, Goritz , (2014) "Shopping orientation as a stable consumer disposition and its influence on consumers evaluations of retailer communication' European Journal of Marketing, Vol 48 Iss: 5/6, pp.1026- 1045 [11] Shaw and Ivens (2002), "Building Great Customer Experience", Palgrave Sehol, Print UK, 242 pages [12] Le Van Huy (2011), "Nghiin cUu thUc nghiim md hinh trai nghiim mua sam giai tri tai cac sieu thi" Tap chi phat tnen kinh te, sd: 252, tr: 36-43 Summary Shopping orientations indicate the ways customers their shopping Different customers have different shopping orientations, entertainment-oriented customers often look for pleasures in shopping while buying-oriented customers may consider shopping a task they need to accomplish This study aims to identify shopping orientation factors which affect entertainment shopping experiences of customers in Hanoi inner city With 465 collected questionnaires, the research findings reveal shopping orientation factors affecting entertainment shopping experiences- (1) entertainment shopping orientations and (2) practical buying orientations So 104/2017 ... thudt ngQ "d|nh hudng mua sam thidt thyc" de md ta nhdm ngUdi mua sam col mua sam la nhiem vy trpng tdm va "dinh hudng mua sam giai tri" chi nhdm ngudi mua sam tim kiem niem vui mua sam Myc tieu cua... viy ngUdi mua sam cd djnh hudng mua sam giai tri la nhQng ngudi coi mua sam nhU la giai tri va hp chi tidu nhieu hOn cho mua sam cung nhu danh nhidu thdi gian cho mua sam hdn nhQng ngudi mua sam... ngudi mua sam ed dmh hUdng mua sam thidt thye thudng tim kiem sU thuan tien de giam chi phi mua sam, thdi gian nhdn rdi dupc ddng vao vide mua sam thl dupe coi nhu la mflt loi ich ma mua sam mang