Gắn kết vói cộng đồng thương hiệu trực tuyến và vai trò trung gian trong mối quan hệ của khách hàng vói thương hiệu

V8 Thj Ngpc Thiiy Tap chi Phat trign Kinh tg, 27(10), 56-75 56 r r -y r Gan ket vol cong dong thu-ang hieu tryc tuyen r va vai tro trung gian moi quan he cua khach hang vol thuo'ng hieu v o THI NGOC THUY Tru'ong Dai hoc Kinh te - Luat, Dai hoc Quoc gia TP.HCM - thuyvtn(§uel.edu.vn Ngdy nhdn: Tdm tilt 08/07/2016 Vol sir phat trien cila mang xa hoi, thay vi no lire tri moi quan he Ngdy nhgn lgi: vai tirng khach hang, cong dong thuo-ng hieu tnrc tuyen la giai phap mai 29/10/2016 cho doanh nghiep (DN) Nghien ciiu ma rong li thuyet ctia chti dS vol gia thuyet vai tro tmng gian gan ket cua khach hang vai cong dSng Ngdy duyet ddng: thuo-ng hieu tir qua trinh tham gia vao cong dong thuang hieu din gin 31/10/2016 ket va y djnh trung vdi thucmg hieu Ben canh do, nghien ciiu \ar\ Ma sd: dau tien kiem dinh tac dong gian tiep cua niem tin thuang hieu din gin ket va y dinh trung voi thuang hieu thong qua gin kit cua khach 0716-M14-V03 hang vai cong dong thucmg hieu Kit qua nghien ciiu vai 640 vien cpng dong thuomg hieu cac nhan hieu thuc phim chuc nang VithairPlus, Younger, FiliformBerry tai VN (thai gian khao sat ttr thang din thang 6/2016) da khang dinh cac gia thuyet dat Dac biet gin kit vai cpng dong thuong hieu dong vai tro trung gian toan phin cua m6i quan he tren Tii- ma nhirng ham y cho DN dl quan li hieu qua phuo-ng thuc truyin thong Abstract Tit khoa: Gan ket; Cong dong thuang hieu; Thuang hieu true tuyen; Ni6m tin thuong hieu; Miic tham gia; G5n kit thuang hieu; Y dinh trung Keywords: Customer Engagement to virtual brand community; Intensity of Consumer Participation; Brand Trust; Brand Attachment; Brand Loyalty Intention In the context of growing social media, instead of attempting to maintain a relationship with each customer, managers use virtual brand community as a new solution This research contributes to the literature of this topic by supposing and testing the mediating role of consumer engagement to virtual brand community in the relationship between intensity of consumer participation in a community and brand attachment/brand loyalty intention, hi addition, this seems to be the first study to investigate the indirect effect of brand trust on brand attachment and brand loyalty intention through consumer engagement in virtual brand community The resultsfi-omthe empirical study conducted with 640 members of three virtual communities of such product brands as VithairPlus, Younger, and FiliformBerry in Vietnam (fi-om March to June 2016) confirm these hypotheses One remarkable result is that customer engagement to virtual community plays a ftill moderator role in three out of four relationships mentioned above Thence, the study provides practionners with significant insights into effective management of this kind of marketing communication va Thi Ngpc Thiiy Tap chi Phat trign Kinh tg, 27( 10), 56-75 57 Gioi thieu Ciing vdi su phat trien ciia cdng nghe thdng tin Marketing quan he da bude sang mdt cudc "each mang mdi": Thay vi nd luc tri mdi quan he vdi timg khach hang, cdng ddng thuang hieu la giai phap mdi cho nhieu DN de ket ndi va tri mdi quan he Ngay nay, hoan toan khdng khd de tim thay cac cdng ddng thuang hieu tryc tuyen nhu fanpage, blog, forum, tham chf tfch hgp tren website cua DN DN mong mudn giif chan khach hang thdng qua su hai long va nhiing gia tri cam nhan ciia khach hang tir cgng ddng thuang hieu (RaTes & Gavard-Perret, 2011) DN hoac chinh hg tao nen Cgng ddng thuong hieu tryc tuyen nhan dugc sy quan tam khdng chi ciia DN ma cdn gidi khoa hgc Phan Idn cac nghien cim tim hieu ddng ca tham gia ciia khach hang vao cdng ddng thuang hieu true tuyen (Wang & Fesenmainer, 2004; Muniz & O'Guinn, 2001), hay tac ddng tryc tiep ciia sy tham gia den y djnh trung vdi thucmg hieu (Shang & cdng sy, 2006; Casalo & cdng sy, 2007) O gdc cua DN, cac nha quan li cho rang cdng ddng thuang hieu tryc tayen la nai de "thuang mai hda": Hieu dugc danh gia cua khach hang ve san pham, biet ve ddi thu, tdi da hda ca hdi de thu hiit khach hang, tao anh hudng den cac danh gia cua cdng ddng ve thuong hieu (Muniz & O'Guinn, 2001) Tuy nhien, ddi vdi ngudi tieu diing, mdt cdng ddng thuong hieu dugc hinh xuat phat tir nhu cau chia se thdng tin, hgc hdi, md rdng quan he xa hdi, de tim thay sy ddng thuan va ciing phat trien (Brodie & cdng sy, 2013) Neu mdt cdng ddng thuang hieu true tuyen dat dugc muc dfch thi se tac ddng tfch cyc ban den quan diem cua cac vien va y djnh mua Tir dd ciing cho thay tam quan trgng phai tao nen sy gan ket giira ngudi tieu dung vdi cdng ddng thuang hieu Sy tham gia ban dau cd the chi la mong mudn tim kiem thdng tin nhung sy gan ket mdi dan den nhiing hanh vi quan trgng ddi vdi thuang hieu Tir nhiing lap luan tren, nghien cira cho rang: Gan ket vdi cdng ddng thuang hieu ddng vai trd trung gian - tir qua trinh tham gia den gan ket va y djnh trung vdi thuong hieu Ben canh dd, nghien ciiu se tim hieu vai trd trung gian ciia sy gan ket vdi cdng ddng thuang hieu true tuyen mdi quan he giiia niem tin thuang hieu vdi su gin ket hay y djnh trung vdi thuong hieu Niem tin la mdt yeu td thien ve If trf, mdt khai niem quan trgng nhieu nghien ciru ve hanh vi khach hang, tay nhien lai chua dugc de cap cac nghien ciru ve cdng ddng thuang hieu tryc tuyen \di mdi quan he cau true nhu tren 5g vs Thi Ngoc Thiiy Tap chi Phat trign Kinh tg, 27(10), 56-75 Nghien ciin dugc thyc hien bSng phuang phap djnh lugng vdi 640 vien cgng dong thuang hieu cac nhan hieu thyc phim chiic nang VithairPlus, Younger, FiliformBerry ciia tap doan Galien Phap tai VN Cac khach hang thudng vao fanpage hay forum tren website cua cdng ty de chia se thdng tin ve san pham va nhiing bi quyet lien quan dSn sue khde, sic dep dd cd ca sy tham gia cua cac chuyen gia Trudc thao luan quy trinh nghien ciin va kk qua, ca sd li thuyet, gia thuyet va md hinh nghien ciin se dugc trinh bay; cudi ciing la nhu-ng trao ddi xoay quanh ket qua thu dugc, nhung ddng gdp ciia nghien cim, ciing nhu nhiing ban che va hudng nghien ciai mdi Cff Sff li thuySt, gia thuyet va mo hinh nghien ciiu / Ca sa li thuyit vd khung phdn tich 2.1.1 Cdng ddng thuang hieu try-c tuyen Tir nhiSu nam trudc, cdng ddng thuong hieu true tuyen la mdt nhdm cac ca nhan mudn xay dyng mdi quan he vdi thdng qua nhirng quan tam chung ve mdt van de Cac cdng ddng thuong hieu true tuyen trd mgt dien dan "khdng rao can ve khdng gian" Ngay nay, phan Idn cdng ddng thuang hieu khdng cdn "tu phat" tir phfa ngudi tieu diing ma DN tao nen Khach hang den vdi edng ddng thuang hieu ngoai nhirng Igi fch kinh te tir thuang hieu cdn dk the hien ban sic ca nhan (Elliott & Wattanusuwan, 1998) va dac biet la de ket ndi va tuang tac vdi (Brodie & cdng sy, 2013) Sy tham gia vao mdt cgng ddng thuong hieu tryc tuygn cd th6 bit diu tii- mong muon dugc chia se thdng tin, dugc hudng dan, rdi dan din qua trinh chuyin sang mdt dang thiic ciia trai nghiem ma cao ban nQ-a la su gin ket Khai niem se dugc trinh bay phan tiep theo VB Thj Ngpc Thuy Tap chi Phat trign Kinh tg, 27(10), 56-75 59 Trao doi Cling phat trien Hoc hoi Unghp Hinh Tucmg tac ciia nguoi tieu dimg vai cong dong thuang hieu tnrc tuyen (Brodie & cong su, 2013) 2.1.2 Sy gan ket vdi cgng ddng thuang hieu tryc tayen Su gan ket ciia khach hang ^ di mdt cdng ddng thuang hieu khdng hoan toan la vi tinh cam ma gan nhu tdn tai ddng thdi ba khia canh: Tinh cam, tinh toan va nghTa vu Kang \k cdng sy (2007) djnh nghTa gan ket tinh cam vdi mdt cgng ddng thuong hieu true tayen la cam giac thudc ve cdng ddng thuang hieu dd Cdn gan ket tfnh toan the hien d lgi ich cam nhan dugc tir viec trd thanh vien (Casalo & cdng sy, 2007) Trong do, gan ket nghTa vu ndi den trach nhiem ma mdt ca nhan ty cam thay can phai cd ddi vdi nhirng vien cdng ddng thucmg hieu, dugc cho la mdt dang ciia hanh vi dao diic (Muniz & O'Guinn, 2001) Lien he vdi khai niem ddng tao sinh gia trj ciia Vargo va Lush (2008), su gan ket vdi cdng ddng thuang hieu cdn la qua trinh ddng tao sinh gia trj: Gia trj trao ddi tac dgng den gia trj sii dung va tir dd lam cho thuang hieu tdt ban Miic tham gia vao cgng ddng thuang hieu khac d mdi ngudi va thay ddi theo thdi gian Chfnh vi vay, DN cd the can thiep tac ddng den tam If va hanh vi neu hieu diing dgng ca tham gia cua ngudi tieu dung Nhirng toang tac xa hdi dien cdng ddng thuang hieu cd the trd ddng lye de khach hang trung vdi cdng ddng thuang hieu (Van Doom & cgng sy, 2010) Quan diem da lam thay ddi quan diem trgng "vat chat" va "lgi ich kinh te" Cd th6 suy luan mdi quan he tdt dep va khang kbit giua cac vien cd the tac ddng den mdi quan he ciia hg vdi thuang hieu va ngugc lai Vo Thj Ngoc Thuy Tap chi Phat trign Kinh tg, 27(10), 56-75 2.1.3 Gin k6t thuong hieu Su gin kk giii-a ngudi tieu diing vdi mdt thuong hieu dugc nhin nhan nhu mdi quan he giiia hai ngudi bdi ngoai quan he sd hiin cdn tdn tai nhirng tinh cam Lacoeuiihe va Belaid (2007) djnh nghTa gin kit thuang hieu la mgt khai niem thudc pham trii tam li, dien ta phan iing tinh cam hhn vOng va khdng the cho di Thomson va cdng su (2005) nhan manh day la mdi quan he tam If tinh cam manh Sgi day tinh cam the hien qua cac dac tinh phy thudc lln va "tinh ban than" giira khach hang vdi thucmg hieu Diem chung giira ba each tiep can tren nim d ban chat mdi quan he tinh cam ben viing va khdng the cho di Ddi lap vdi gin ket la sy "suy yeu" ciia sgi day ket ndi tinh cam giira khach hang, dan den trang thai tam li thd a, xa lanh mdt thuong hieu, lien tiep cat dut cac lien he tinh cam dac biet vdi thuang hieu (Thomson & cdng sy, 2005) Gin ket thuang hieu thudng de bj danh ddng vdi cac khai niem nhu cam xiic, thai va su hai Idng Tuy nhien, hau bet cac nghien ciin da chi sy khac cua cac khai niem Cam xiic la mdt phan iing tam li sau nhung dien ngan ngui gan ket la mgt dang tinh cam ben vnng (Lacoueille, 2000) Trong gan ket thudc ve pham tril tinh cam thi thai vdi thuong hieu the hien cimg liic ba khia canh: Nhan thirc, tinh cam va y djnh hanh vi (Lacoeuiihe & Belaid, 2007) Thai cd the tfch cyc hoac tieu cyc gan ket la tinh cam tich cue Ben canh dd, Lacoeuiihe va Belaid (2007) cdn cho rang su gan ket can phai qua qua trinh tryc tiep trai nghiem vdi thuang hieu thai ve mgt thuong hieu cd thi hinh thdng qua nhiing thdng tin tir ben thii ba Neu nhu gin ket hoan toan xuat phat tir tinh cam thi cam kit lai hgi ty hai khfa canh li tri va tinh cam (Thomson & cgng sy, 2005) Nhiing so sanh cho thiy gin ket vdi mgt thuong hieu la mdt khai niem ddc lap 2.1.4 Y djnh trung vdi thuong hieu Trung vdi thuong hieu thi hien qua nhung hi sinh ma khach hang chap nhan dugc de tri mdi quan he va ho trg thuong hieu minh yeu thich, dd nhiing hao tdn ve kinh te dugc thi hien rit ro thdng qua sin ldng chi tra cao ban (Dapry & PrimAllaz, 2006) hay mua lap lai cac san pham thuang hieu Nhiing khach hang trung thudng se cd hanh vi truyin mieng tfch cyc Y djnh trung vdi thuang hieu la dy djnh ciia khach hang vl nhung bilu hien tam If va hanh vi ndi tren ddi vdi mgt thuong hieu nao dd (Fullerton, 2005; Johnson & cdng sy, 2006) Mdt thdng ke thii vj da chi rang khach hang chi chic chin 99,9% trung hg rat hai long; mdt khach Vo Thj Ngpc Thuy Tap chi Phat trign Kinh tg, 27(10), 56-75 61 hang chi hai ldng thdi thi chi cd 80% chac chan se quay trd lai (Hesket & cdng sy, 1997) Lam cho mdt khach hang trung phai tra cai gia it dat ban la thay the mdt khach hang hay ndi each khac la tim mgt khach hang mdi Dd la nhiing li ma khai niem ludn nhan dugc quan tam ciia gidi ban lam va ca nha quan li de hieu het cac ddng ca cd the dua khach hang den y dinh trung vdi thuang hieu 2.2 Cdc gid thuyet vd mo hinh nghiin cim 2.2.1 Tac ddng cua hanh vi tham gia vao cgng ddng thuang hieu true tayen den sy gan ket va y djnh trung vdi thuang hieu: Vai trd trung gian cua gan ket vdi cdng ddng thuang hieu true tuyen \\'ang va Fesenmaier (2004) quan sat thay sy tham gia cua khach hang vdi mdt cdng ddng thuang hieu true taj'en cd hai cap do: Cap thii nhat phan anh sd lan tham gia va thdi gian mdi lan truy cap; cap thii hai phan anh miic tocmg tac va tham gia cac hoat ddng thucmg hieu td chirc hay dien dan de xudng Mdt sd nghien cim chi mdi quan he tryc tiep giiia tan suat tham gia ciia khach hang vdi sy hai ldng va y dinh trung vdi djch vu cua DN (Van Doom & cdng su, 2010) hay ddi vdi thuang hieu (Shang & cdng sy, 2006) Sy tham gia cua khach hang vao cdng ddng thuang hieu chi mdi phan anh tan suat ve thdi gian hay mirc taong tac nhung khdng phan anh dugc ban chat ben la sy gan ket Algesheimer va cdng sy (2005) da bd sung mdi quan he tryc tiep giiia sy gan ket vdi cgng ddng thuomg hieu den y djnh trung cua khach hang vdi thuong hieu, trudng hgp cac thucmg hieu xe d td Tir tdng quan li thuyet cho thay gan ket vdi cdng ddng thuang hieu cd the giO vai trd trung gian quan trgng tir quyet dinh tham gia vao cdng ddng thuang hieu den tam li gin ket va y djnh trung vdi thuong hieu Hay ndi each khac, cang tham gia chia se vdi cac vien, cang cam nhan trach nhiem vdi cdng ddng thucmg hieu tham gia, ngudi tieu dimg se cang cam thay gan giii, ddng cam \'a cd nhieu ddng lyc ban de gan ket vdi cdng ddng thuang hieu; tir tang mong mudn tim hieu ve thuang hieu, xay dyng tinh cam ben viing vdi thuong hieu de dugc tiep tuc gan ket vdi cac vien khac Tir nhiing lap luan tren, nghien ciiu dat cac gia thu>-et: HI: Tdc dong cua mice tham gia vdo cong dong thucmg hiiu t&i gdn kit thucmg hieu se mgnh han gidn tiip thong qua su gdn ket v&i cong dong thucmg hiiu 62 vs Thj Ngpc Thiiy Tap chi Phat trign Kinh te, 27(10), 56-75 H2: Tdc dgng cua miec tham gia vdo cong dong thuang hieu t&iy dinh trung thdnh v&i thuang hiiu se mgnh han gidn tiip thong qua su gdn kit v&i cong dong thuang hiiu 2.2.2 Tac ddng ciia nilm tin thuang hieu din gin kit va y djnh trung vdi thuang hieu: Vai trd trung gian ciia gin kit vdi cgng ddng thuang hieu true tuyen Giong nhu tam li hgc, sy gin kit giira ngudi vdi ngudi dya tren su tin tudng thi marketing, Hess (1995) cho ring khach hang gin kit thuang hieu bdi vi hg dat nilm tin vao thuo-ng hieu dd se dap iing nhung mong dgi ciia minh Tuy nhien, bdi canh hien nay, nhilu cau hdi dang dat ve vin de dao diic kinh doanh ciia nhilu DN, tham chi la nhiing tap doan Idn, ngudi tieu diing dan mat niem tin vao cac hinh thiic truyin thdng tryc tilp vl thuong hieu Vi the, hg di tim nhiing bang chiing khac khach quan hem giiip giam nii ro cam nhan Dd la If ma ngudi tieu diing tham gia vao nhung cdng ddng thuang hieu tryc tayen uy tfn de cung cd niem tin vao nhij-ng danh gia ctia ban than ve thuong hieu (Ba, 2001) O mdt gdc nhin khac, niem tin la mgt qua trinh tich liiy lien quan den gia trj ma ngudi nhan dugc tir cac mdi quan he Vi vay, neu ngudi tieu diing nhan thay dugc nhting gia tri cua thuang hieu tir chinh cdng ddng thuong hieu ciia minh, niem tin ciia hg se cang manh bon Them vao do, qua trinh phat trien mdi quan he than thiet va tim thay nhiing gia trj tir mdi quan he nay, khach hang se cam thay tin ta'dng va yeu thich thuang hieu han (Caroll & Ahuvia, 2006) Tir nhiing lap luan tren, tac gia cho rang su tin tudng neu gian tiep thdng qua sy gan ket vdi cgng ddng thuang hieu se tao nen sy cdng hudng giira li tri va tinh cam, lam tang niem tin va tir tang kha nang gan ket ciing nhu y djnh trung vdi thuang hieu Suy luan dugc trinh bay gia thuylt sau: H3: Tdc dong cua niim tin thuang hieu din gdn kit thucmg hiiu se mgnh han gidn tiip thong qua su gan kit v&i cong ddng thuang hieu Oliver (1997) cho rang Idng trung dugc xem la mgt hanh vi "noi dai" cua cam nhan gan ket Vi thi: H4: Tdc dong cua su tin tu&ng din y dinh trung thdnh v&i thuomg hiiu se mgnh han gidn tiip thong qua su gdn kit v&i cong dong thuang hiiu V6 Thi Ngpc Thiiy Tap chi Phat trign Kinh lg, 27(10), 56-75 63 Hinh Mo hinh nghien ciiu PhtfOTig p h a p nghien ciru Nghien cita dugc thyc hien theo phuang phap dinh lugng vdi c a mau Idn Cac bang hdi dugc giri den 900 khach hang ciia ba cgng ddng thucmg hieu tryc tuyen gdm cac nhan hieu: VithairPlus, Younger, va FiliformBerry Khao sat dugc thyc hien vdng ba thang, tir thang den thang 6/2016 Mau dugc lya chgn theo phuang phap lay mau phi xac xuat (djnh miic theo tadi tir 18 trd len, da cd sii dung it nhat mgt lan san pham ciia nhan hieu thang trd lai day) Cac thang ciia khai niem dugc thira ke tir cac nghien ciin trudc Theo dd, thang mirc tham gia vao cdng ddng thuang hieu dya theo nghien ciiu cua Shang va cdng sy (2006); thang niem tin thucmg hieu dya theo nghien ciin ciia Hess (1995); thang gan ket vdi cdng ddng thuang hieu gdm nhan td: Gan ket tinh cam, gan ket tinh toan, va gan ket nghTa vu lan lugt dya theo cac nghien ciiu cua Kang & cdng sy (2007), Casalo & ccing sy (2007), Muniz & O'Guinn (2001); cac thang gan ket tinh cam va y djnh trung vdi thucmg hieu lan lugt dya theo nghien ciiu cua Fullerton (2005) va Johnson & cdng sy (2006) Cac bien quan sat cua cac khai niem dugc ludng vdi thang tir -7 (rat khdng ddng y - rat ddng y) ngoai trir khai niem mirc tham gia vao cdng ddng thuong hieu (Bang 1) Trudc tien hanh khao sat, quy trinh djch cac thang dugc ap dung theo phucmg phap Delphi (Vemette, 1994) Thang dugc djch tir phien ban gdc sang tilng Viet rdi tir tieng Viet djch ngugc lai tieng Anh Mdi khau dugc thyc hien bdi mdt chuyen gia ngdn ngit cd chuyen nganh quan li Mgt sd tir khac hai bang djch da dugc Vo Thi Ngpc Thuy Tap chi Phat trign Kinh te, 27(10), 56-75 quylt djnh bdi chuyen gia ngdn ngii- khac Tilp theo, qua trinh hieu chinh thang cho phil hgp vdi bdi canh nghien ciin bao gdm : Budc I, phdng van chuyen gia vdi chuyen gia ITnh vuc thuong hieu (1 d trudng Dai hgc Kinh tl - Luat, d trudng Dai hgc Thuong mai La Rochelle-Phap, va chuyen gia nghien ciiu thj trudng d cdng ty cd phan chiing khoan quan ddi MB); budc 2, phdng vin sau vdi khach hang la vien trung ciia ba cdng ddng thuong hieu true tuyln ke tren Ket qua phan Idn cac thang thii-a kl til- If thuylt phii hgp, chi hieu chinh cac miic do ludng ciia khai niem miic tham gia vao cdng ddng thuang hieu (Bang 1) Qua trinh phan tich sd lieu bao gdm: Thdng ke md ta va phan tich nhan td kham pha (EFA), tin cay cua cac thang dugc thyc hien vdi SPSS 20 Tiep theo, phan tich nhan td khang djnh (CFA), kiem djnh gia trj hdi ty va phan biet cac thang dugc thyc hien vdi sy hd trg cua phan mem AMOS 21 Kiem djnh md hinh If thuyet vdi md hinh cau triic SEM dugc udc lugng theo phuang phap ML (Maximum Likelihood) va ap dung quy trinh kiem djnh bien trung gian ciia Baron & Kenny (1986) Ket qua va thao luan Kit qua khao sat thu vl 720 bang tra Idi, dd 640 bang hgp le (88,88%) (vi 9,31 % bj loai Idi ky thuat, 1,81% bj loai vi cd gia trj ngoai bien) Ca miu thda man dilu kien kfch thudc miu (Bollen, 1989) Trong 640 ngudi tra Idi cd 434 nir (67,8%) va 206 nam (32,2%) v l tudi: Tii- 18-22 cd 233 miu, chilm 36,41%, >22 din 35 cd 245 miu, chilm 38,28%, >35 din 45 cd 151 miu, chilm 23,59%, >45 cd 11 miu, chilm 1,72%) 4.1 Kit qud ddnh gid thang Ket qua phan tfch nhan to kham pha (EFA) lin mdt cho thiy cac biln quan sat tach nhan td: (I) Niem tin thuang hieu, (2) miic tham gia vao cgng dong thuang hieu, (3) gan ket tinh cam vdi cdng ddng thuong hieu, (4) gin kit tinh toan vdi cgng ddng thuang hieu, (5) gin kit nghTa vu vdi cgng dong thuang hieu, (6) gin kit thuang hieu, va (7) y djnh trung Ngoai trir sy thay ddi cua thang nilm tin thuong hieu hai bien quan sat TTI, TT3 bj loai vi be sd tai chuin hda be han 0,5, thi cac thang cdn lai giu nguyen nhu ban diu Phan tich nhan td kham pha lin hai cho thiy ca thang phil hgp vdi du lieu thj trudng nghien ciin (KMO = 0,901,XBartlett) = 0,000, tdng phu-ang sai trich dat 66,49%) Cac thang diu dat tin cay vdi gia trj Crobach's alpha lan lugt theo thii ty neu tren la: 0,773; 0,855; 0,816; 0,656; 0,655; 0,880; 0,835 Vo Thi Ngpc Thuy Tap chi Phat trign Kinh tg, 27(10), 56-75 65 nhan td vdi 24 bien quan sat tiep tuc dugc phan tich nhan td khang djnh (CFA) Ket qua cho thay cac thang phii hgp vdi dif- lieu thj trudng nghien ciiu (CMIN/Df = 2,343 (529,549/226), GFI = 0,934, CFI = 0,959, TLI = 0,950, RMSEA = 0,05, SRMR = 0,05) Cac gia trj tin cay tdng hgp (CR) deu Idn hon 0,7 (Bang 1) nen cac thang dat tin cay Phuong sai trfch ciia cac thang (AVE) deu Idn ban 0,5 va he sd tai cac bien quan sat deu ldn han 0,5 ddng thdi cd y nghTa thdng ke (Bang 1) nen cac thang dat gia trj hgi tu Ben eanh do, ket qua Bang cho thay phuang sai trich cua cac thang ldn ban binh phuang be sd tuang quan giii-a cac khai niem tuang iing nen cac phan cac thang dat gia trj phan biet Bangl Ket qua kiem dinh gia tri hpi tu va dp tin cay cac thang Khai niem va bien quan sat He s5 tai chuan hoa Niem tin thuang hieu (CR = 0,788 AVE = 0,508) TTI Thuang hieu se tuyet doi lam nhung gi kha nang de giup khach hang giai quyet cac van de ma hp co the gap phai TT2 Thuong hieu cam ket lam hai long khach hang cua hp TT3 Thuang hieu se lam bat ky dieu gi de lam hai long khach hang cua hp Loai tir EFA 0,511 Loai tir EFA TT4 Khi toi xem quang cao cua thuang hieu nay, toi tin tuang vao no 0,766 TT5 Nhung gi ma thuang hieu noi ve san pham hau nhu la diing 0,804 TT6 Neu thuong hieu khang dinh hoac hiia dieu gi lien quan den mpt san pham cua hp thi dieu hau nhu la diing 0,677 Miic dp tham gia vao cpng d6ng thuang hieu (CR = 0,864 AVE = 0,681) TGI Anh/chi thuang xuyen truy cap vao cpng dong thuong hieu true tuyen ma anh/chi tham gia? (1: khong thuang xuyen - 7: thuang xuyen) 0,842 TG2 Thai gian moi lan truy cap vao cpng dong thuang hieu cua anh/chj la bao nhieu? (1: