Khuynh hirong th^ hien dng cap va y dmh mua cua nguoi tieu dung: Nghien cuu d6i voi san phim tran cang Barrisol tren dja ban Ha Noi Nguyen Thi Tuyet Mai Tgp chi Kinh ti vd Phdt triin, Tru&ng Dgi hoc Kinh ti Qudc ddn Email: mainguyen@ktpt.edu.vn Nguyen Hong Thang Cdng ty TNHH Phuang Ngge Email: hongthangl79@gmail.com Ngaynhan: 11/8/2016 Ngay nhan ban sua: 20/9/2016 Ngay duyet dang: 25/10/2016 Tdm tat: Trin ca s& ly thuyit hdnh vi cd ki hogch, nghien citu ndy da md rdng vd di xudt md hinh v&i su tdc dpng ciia nhan td - khuynh hu&ng thi hiin ddng cdp nen kinh ti chuyin ddi ten y dinh mua ciia nguai tiiu diing thdnh thi & Viet Nam Nghien citu sit dung cd phucmg phdp dinh tinh vd phuang phdp dinh lutmg Md hinh nghien cuu duac kiim dinh v&i bp dU liiu khdo sdt ngu&i tieu diing & Hd Npi Kit qud phdn tich hdi quy cho thdy cd ba nhdn td dnh hu&ng din y dinh mua trdn cdng Barrisol Id: khuynh hu&ng thi hien ddng cdp hiin dgi, thdi dp vd nhgn thitc kiim sodt hdnh vi Kit qud nghiin citu duac thdo ludn bdi viet vd cdc ggiy duac dua cho cdc nhd qudn tri doanh nghiip Tvr khda: Y dinh mua, khuynh budng the hien dtog cap, va ly thuyet btoh vi cd ke hoach Status Orientations and Purchase Intentions: A Study of Barrisol Stretch Ceiling in Hanoi Abstract This study expands the Theory of Planned Behavior by including a new concept of status orientations in the context of a transitional economy and examining its impact on purchase intentions for urban consumers in Vietnam Both qualitative and quantitative approaches are used in this study The theoretical model is tested using survey data obtained from consumers in Hanoi The regression results show that three factors have significant impact on consumer purchase intentions to buy Barrisol stretch ceiling, including modern status orientation, attitude and perceived behavioral control The research findings are discussed and the managerial implications are provided Keywords: Purchase intentions, status orientations, and Theory of Planned Behavior Gidi thieu giai thich va dy doto btoh vi, ly thuyet htoh vi cd Tren tbi gidi, nghien ciiu vl y dinb thyc hien hanh vi, ttong dd cd btoh vi ngudi tieu ding, va cto y l u td tac ddng tdi y dinh hanh vi la chi dl quan ttgng va da thu hut sy quan tam c i a rat nhieu cto nha nghien ciiu (Chang, 1998; Coleman & cdng sy, 2011; Madden & cdng sy, 1992) D l tim hilu, So 233 thdng 11/2016 ke hoach (TPB) c i a Ajzen (1991) da dugc su dyng kha phd bien ttong cto nghien ciiu trudc fren the gidi, nhieu ITnh -vuc khto nhu kinb doanh, tam ly xa hdi va nghien cuu banh vi dao due (Nguyin Tbi Tuylt Mai, 2015) Md hinh Iy thuylt TPB da dugc nhilu nha nghito cuu tilp tuc phat 113 triln va md rdng dl giai thich va du doto hanh vi mua Y dinh mua dugc md ta nhu la su sto sang ngudi nhu htoh vi mua sim tryc tuyen (Su & cua khtoh btog ttong viec mua sto pham (Elbeck Huang, 2011), y dinb mua htog xa xi (Jain & cdng & Tirtiroglu, 2008) Trong nghien cuu ve tieu dung sy, 2015) va btoh vi tieu ding xanh (Nguyen Vu xanh, y dinh thyc bien htoh vi mua xanh dugc coi la mdt thudc rit hiiu hieu dl dy doto cho hanh Hing & cdng sy, 2015) dgng mua xanh tuang lai (Armstrong & cgng Cto nghien cuu trudc da chi ring nhilu san sy, 2000; Nguyin Vu Hung & cgng sy, 2015) Trong phim va dich vu da dugc su dung nhu nhiing bieu bdi ctoh cua nghien ciiu nay, nhdm tto gia su dung tttgng cua ding cip va dugc coi la phuong tien de khai niem y dinh mua dl ndi tdi y dinh cia ngudi phto toh ding cip cua ngudi mua va su dung ching tieu dung ddi vdi viec mua va su dung sto pham thi (Easttnan & cdng sy, 1999) Trong bdi ctoh nln kinh tl chuyin ddi nhu d Trung Qudc va Viet Nam, mua hien dtog cap 2.2 Cdc yiu td tdc dpng t&i y dinh mua sdn htog thi hien ding cip da trd mot hien ttigng ctog phd biln va da nhto dugc nhilu sy quan phdm thi Men ddng cdp tam nghien cuu cia cac hgc gia (Belk, 1999; Lascu Theo TPB, y dinh thyc hien hanh vi chiu anh hudng & cdng sy, 1994; Nguyen & Tambyah, 2011) bdi ba ylu td: 1) thii ddi vdi hanh vi, 2) chuin chi Viet Nam, Toyama (2001) da cho ring nhilu ngudi quan (nhto thuc vl ap lyc xa hgi hay anh hudng xa hgi tieu dung thi cd xu budng tieu ding cac htog ddi vdi hanh vi ca nhan), va 3) nhto thic vl kilm soat hda va dich vy cao cip, cd mong mudn mua htog hanh vi Cto ylu td diu dugc dua vto ttong md ngoai nhap dl thi hien va khing dinh dtog cip cia hinh nghien cuu cia nhdm tac gia Ngoai ra, nghien minh Nguyen & Tambyah (2011) da xay dyng va curu ciing xem xet tac dgng cua khuynh hudng thi kilm dinh md binh vl mdt sd ylu td anh budng tdi hien ding cip ttuyin thdng va khuynh hudng the hien khuynh hudng mua thi hien ding cap ddi vdi ngudi ding cip bien dai tdi y dinh mua sto pham the hien tieu ding thtoh thi d Viet Nam Tuy nhien, nghien ding cap cia ngudi tieu dung cim vl chi dl htoh vi mua the bien dtog cap, dto 2.2.1 Thdi dp, chudn chu quan vd nhdn thitc ve biet ttong bdi canh Viet Nam va viec su dung khung kiim sodt hdnh vi ly thuylt TPB dl giai thich htoh vi mua quan ttgng Thai (attitude) ddi vdi banh vi cua mot ngudi dudng nhu vto cdn rat han che ndi tdi y kiln ndi chung cia ngudi dd ve viec tto Nghien cuu ap dung md hinh TPB va md rdng thtoh hay khdng tto thtoh ddi vdi mdt htoh vi cy the them bing viec bd sung bien mdi 'khuynh budng the (Ajzen & Fishbein, 1980) Theo TPB (Ajzen, 1991), hien ding cip' vao md binh de giai thich y dinh mua thai la ylu td cd tto dgng tich cyc tdi y dinh thyc sto phim ttto ctog cao cap nhap ngoai Barrisol Ket hien banh vi Thai chiu tac ddng bdi bai yeu td: qua nghien cuu gdp phto lam ttog them sy hieu biet I) nilm tin cua mdt ngudi ve nhung tto ddng, ket ve btoh vi mua the hien dang cap - btoh vi mua quii/hto qua mang lai neu thyc bien hanh vi va 2) quan trgng, dang ctog phd bito d Viet Nam, tii dtoh gia cia ngudi dd ve nhiing tac dgng, ket qua/ bto qua (evaluation of consequences) Niem tin gdc nhin cia ly thuyet hanh vi cd ke hoach dua tren sy hieu bilt hoac dya tren nhung dieu ma ca Co sd ly luan va gia thuyet nghien ciiu nhto hg cho la ding 2.1 Ydinh mua cua ngu&i tiiu diing TPB (Ajzen, 1991) la ly thuyet md rdng tu ly Chuin chi quan (Subjective Norms) dugc dinh thuyet banh ddng hgp ly (TRA) cua Fishbein & nghTa la nhan thuc cua mdt ngudi ve viec nhung Ajzen (1975), y dinb thyc hien htoh vi cia ngudi quan trgng ddi vdi hg cd tto hay khdng mot ngudi (Behavioral Intentions) dugc cho la se tan viec hg thyc hien btoh vi nto dd (Ajzen dto tdi viec thyc hien htoh vi cia ngudi dd Hay & Fishbein, 1980) NIU mdt ngudi cho ring nhiing ndi ctoh khac, hanh vi dugc giai thich mot each dan ngudi quan trgng ddi vdi hg (nhiing ngudi cd anh gito nhu sau: y dinh thyc hien htoh vi ctog cao thi budng ddi vdi ca nhto hg nhu bo me, ban be, ) se kha nang thuc hien btoh vi dd ctog ldn Vi vay, khuyin khich, tog hd viec thyc hien banh vi thi y nghien cuu y dinh thyc hien htoh vi cd y nghTa rit dinb thyc hien htoh vi cia hg se dugc hinh thtoh quan viec tim hieu htoh vi cia ngudi Nhto thiic vl kilm soat hanh vi (Perceive Trong nghien cira htoh vi ngudi tieu ding, mdt Behavioral Conttol-PBC) dugc dmh nghTa la Idng y dinb thyc hien htoh vi quan trgng ndi tdi y dinh tin cia ca nhto vl kha ntog thyc bien btoh vi khd Sd 233 thdng 11/2016 114 hien dtog cap va niem tin cho rang dat dugc dugc nhung bieu tugng cd the giup hg cd dugc vi the xa hgi mong mudn SO gdm hai khai niem con: khuynh hudng the hien dang cap hien dai (MSO) va khuynh hudng the bien dtog cap truyen thdng (TSO) MSO ndi tdi khuynh hudng ngudi tieu dung nhto manh tam quan trgng cia cac bieu tugng the hien dtog cap bien dai (sau chuyen ddi kinh te), va TSO ndi tdi khuynh hudng ngudi tieu ding nhan manh tam quan trgng cia cto bieu tugng the hien dtog cap truyen thdng (thdi trudc chuyen ddi kinh te) hay dl nhu tbi nao (Ajzen, 1991) Kilm soat htoh vi cd vai ttd quan ttgng nhu sy tu dtoh gia cia moi ca nhan vdi kha ntog cd lito quan den viec thyc bien hanh dgng cua hg Vdi ctog nhieu ngudn lyc va ca hdi, hg nghT ring se cd ctog it cto ttd va kha ntog kiem soat ddi vdi htoh vi se ctog ldn Yeu td kiem soat cd the xuat phat tu ben ttong cua tung ca nhto (nhu sy quyet tam, ntog lyc thyc hien, ) hay ben ngoai ddi vdi ca nhto (nhu thdi gian, ca hgi, dieu kien kinh te, ) Nhieu nghien cuu trudc da cung cap cto bing chiing thuc nghiem ve tto ddng tich cue cua ba ylu td 'thai do', 'chuto chu quan' va 'nhto thuc vl kilm soat hanh vi' tdi y dinh thyc hien btoh vi (Chang, 1998; Choo & cgng sy, 2004) Trong bdi ctoh tieu dtog the hien dtog cap d Viet Nam, nhiing sto pham xa xi, cao cap thudng mang tinh bieu tugng cia dtog cip (Lantz & cdng sy, 2002) Viec mua va su dung nhung sto pham dugc cho rtog se lam ttog dtog cap cia ngudi tieu dung (Nguyen & Tambyah, 2011) Do vay, nhiing ngudi cd thai tich cue ddi vdi viec mua cto sto pham cao cap thudng tin tudng viec mua va su dung nhOng sto pham dd cd the giup truyen tai tdt ban nhiing thdng diep ve dtog cip cua hg Do dd, hg se thudng cd y dinh mua cto sto pham nhieu ban Ngoai ra, y djnb mua cia ngudi tito dung cd the se dugc binh thtoh va ttd nen ro net bon neu nhiing ngudi cd toh hudng quan ttgng ddi vdi ho ing hg va tu vto bg mua va su dyng sto pham cao cap nao dd Trong dito kien ngudi tieu ding thay minh cd dgng luc, cd ngudn lyc cto thiet va cd ca hdi de mua cac sto pham cao cap thi y dinb mua nhiing sto pham ctog trd nen manh me ban Tren ca sd nhung lap luto tren, cto gia thuyet nghien ciiu sau dugc de xuat: Theo Tambyah & cgng sy (2009), nhung ngudi tieu ding cd khuynh hudng the hien dtog cap hien dai (muc MSO cao) thudng coi trgng viec sd huu cto sto pham cao cap, hudng tdi sy gito cd va thinh •vugng, va cd kha ntog kiem dugc thu nhap cao Cto nghien ciu trudc cung chi nhiing ngudi thudng cd xu budng mua va su dyng cto sto pham cao cap de the hien dtog cap (Nguyen & Tambyah, 2011), va sto stog mua htog ngoai nhap (Nguyen & Smith, 2012) Mat khto, nhirng ngudi tieu ding vdi mile TSO cao thudng coi trgng nhiing gia tri truyen thdng, va cd the cam thay thich va thoai mai ban su dyng nhiing sto pham va djch -vu truyen thdng, dugc sto xuat va cung cap theo each truyen thdng Hg thudng coi trgng nhiing gia tti it gto vdi vat chat nhu sdng cao, gito di va tiet kiem Do vay, bg cd xu budng it mua va su dyng btog cao cap de the hien dtog cap bay dia vi cia minh (Nguyen & Tambyah, 2011) Tren ca sd nhiing lap luto tten, cto gia thuyet nghito ciiu sau dugc de xuat: H,^: Khuynh hudng the hien dtog cap hien dai cd mdi quan he thuto chieu vdi y dinh mua sto pham Hj^: Thai cd mdi quan he thuto chieu vdi y the hien dang cap dinh mua sto pham the hien dtog cap Hji^: Khuynh budng the bien dtog cap truyen H|^: Chuto chu quan cd mdi quan be thuto chilu thdng cd mdi quan he ngugc chieu vdi y dinh mua vdi y djnb mua sto pham the bien dtog cip sto pham the hien dtog cap H,^: Cam nhto ve kiem soat htoh vi cd mdi quan Hinh I ttinh bay md hinh nghien ciiu de xuat ve he thuto chieu vdi y dinh mua sto phim thi hien cac yeu td anh hudng tdi y dinh mua san pbamthi dtog cap hien dtog cap Ngoai ba yto td md hinh TPB 2.2.2 Khuynh hu&ng thi Men ddng cdp (Status va khuynh hudng the hien dtog cap (MSO va TSO), md binh cdn bao gdm 04 bien kiem soat: tudi, gidi Orientation) Khuynh budng the hien ding cip (SO) la khai tinh, trinh hgc vto va thu nhap Phuo-ng phap nghien cihi niem Tambyah & cgng sy (2009) phat ttiln bdi ctoh nln kinh tl chuyin ddi d Viet Nam Khai Trong bai viet nay, sto pham trto cang cao cip niem ndi tdi khuynh hudng ngudi tieu ding Barrisol, nhap ngoai tu Phap dugc lua chgn dl nhin manh tim quan ttgng cia cto bilu tugng thi nghien ciiu y dinh mua cua ngudi tieu dung Trin Sd 233 thdng 11/2016 115 Hinh 1: Cac yeu td anh htrdug tdi y dinh mua Thai Y dinh mua Chuan chii quan Kiem soat hanh vi MSO Bien kiem scat: Tuoi, giai tinh, hoc van, thu nhap TSO Theo kit qua phdng vin, da sd nhiing ngudi thich mua sto phim trto ctog Barrisol vi nd mang thuang hieu chto Au, cd tinh tham my cao va thugc ddng sto phim luxury nen cd thi tuang ddng vdi cac sto phim ndi that cao cap khto gia dinh Ket qua phdng vto cung cho thay cto yeu td gto lien vdi MSO dudng nhu cd tto dgng rat manh tdi y dinh mua sto pham tran ctog cao cap ctog Barrisol la mdt loai vat lieu ttong ttang tri ndi thit, cd tmh tham my cao, stog tao thiet ke, chdng chay, chdng nam mdc, chdng tham nudc, bin cao va rat an toto vdi mdi trudng sdng Sto pham dugc phto phdi chinh hang tai Viet Nam tu nam 2012, vay gia ca tuang ddi cao so vdi cac san pham canh tranh cung loai cung nhu cac vat lieu thay the khto Muc tieu chinh cia nghien ciiu la kiem djnb md hinb cto yeu td tac dgng tdi y dinh mua cia ngudi tieu dung Tuy nhien, trudc kbi tien btoh khao sat dinh lugng, nhdm nghien ciiu thuc hien mdt cudc nghien ciiu dinh tinh so bd 3.1 Nghien ciru dinh tinh Nghien ciiu dinh tinh dugc thuc bien qua phuang phap phdng vto sto vdi muc tieu nham kiem tra va stog Igc cac bien ddc lap anb hudng den y dinh mua tran ctog Barrsiol md hinh ly thuylt ban diu, cung nhu xac djnh sa bd mdi quan he giila cto biln ttong md binh nghien ciiu Phdng van sto cung giup nhdm nghien ciiu thyc hien nhiing dilu chinb cin thiet ddi vdi phieu khao sat khach btog 3.2 Khdo sdt ngu&i tiiu diing 3.2.1 Thang Cto khai niem dugc s i dung nghien cuu gdm: y djnh mua, thai do, chuto chi quan, nhto thuc ve kiem soat hanh vi, MSO va TSO Tat ca cto thang dugc ke thua tu cto nghien curu trudc va cd dieu chinh can thiet dya tren ggi y cia ket qua nghien cin dinb tinh Cto thang deu su dung dang Likert diem, teong la hoto toto khdng ddng y va la hoto toto ddng y Thang Y dinh mua dugc ke thua tu thang cia Holak & Lehmann (1990), gdm bien quan sat (vi dy: Tdi se mua sto pham thdi gian tdi) Nhdm nghien cuu da thyc hien phdng vin sto vdi 10 ngudi tren dja ban Ha Ndi bao gdm: 06 ngudi beu ding da mua va su dung sto phim trin ctog Barrisol, 02 ngudi dang qua trinh tim hilu vl san pham va 02 kiln trie su la chuyen gia ITnh vyc kien trie va ndi thit Cac cudc phdng vin dugc tien htoh tai nha rieng, phdng lam viec, quan cafe, v.v de dam bto cudc phdng vin khdng bi gito doan va tao khdng cdi md Mdi cudc phdng vin keo dai tu 30-45 phut vdi cto ndi dung da dugc chuin bi ttudc Kit qua nghien cuu dinb tinh nhin chung ing hd md hinh nghien cuu dl xuit cua nhdm tac gia Sd 233 thdng 11/2016 Thang Thdi dp gdm bien quan sat dugc ke thua cd dieu chinh ttt thang cua Ajzen (1991) (vi du: Tdi thich sto pham ttto ctog Barrisol; Tdi thay mua sto pham ttto ctog Barrisol la mot y tudng hay) Thang Chudn chu quan gdm bien quan sat dugc ke thua cd dieu chinb t i thang cia Ajzen (2002) (vi dy: Hau bet nhiing ngudi thto cia tdi deu nghT rtog tdi nen su dung trto ctog Barrisol) Thang nhgn thitc vi kiim sodt hdnh vi gdm biln quan sat dugc kl thua cd dieu chinh ttr thang cia Ajzen (2002) (vi du: Bto thto tdi cd nhiing ngudn thdng tin tin cay ve san phim trin ctog 116 kinh ly^liat Irien Barrisol; Bto thto tdi cd thdi gian dl cto nhto viec mua sto pham trin ctog Barrisol) Khuynh hucmg the hiin ddng cdp MSO vd TSO ludng bing 10 biln quan sat, ke thua ttt thang khuynh hudng tbi hien dtog cap cia Tambyah & cdng sy (2009), dd bien quan sat ludng MSO va bito quan sat ludng TSO Cdng cy phieu khto sat dugc xay dung dua tren cto bien quan sat ludng cto khai niem nghien curu ttong md hinh Ngoai ra, phieu khto sat cdn gdm cac cto hdi ve nhto khto hgc nhu gidi tinh, tudi, trinh hgc vto va thu nhap Cto cto hdi philu khao sat dugc kiem tra, ddi chieu cto thto theo quy trinh de dam bao sy nhat quto ngu nghia giua ban gdc tieng Anh va bto dich tieng Viet Sau do, philu khto sat dugc hoto thien dya tten ket qua khao sat thu vdi mto nhd, tbuan tien 3.2.2 Mdu nghien cim Vdi sy ttg giup cia cto chuyen gia ttong nganh, nhdm nghien ciu da tap hgp dugc danh stoh cto khtoh htog tiem ntog cd quan tam tdi sto pham, nhiing ddi tugng dang cd nhu cto cai tao hoto xay mdi nha cia, nhiing khtoh htog dang cd nhu cto ve tu vto ngi that cho cto hd chung cu cao cap hoac cto biet thy don lap cua gia dinh tai Ha Ndi Trong nghien cuu nay, 220 phieu dugc gui tdi ngudi tieu dtog, chi yeu qua dudng tryc tiep va mdt sd nhd qua e-mail Nhdm nghien ciru nhto lai dugc 209 phieu, frong dd 198 phieu si dung dugc cho phto tich Mto nghien ciin gdm ngudi tieu dung cd tadi tu 25 den 61, nhdm tadi t i 30 den 50 chiem hon 85% Trong mto cd gto 30% la nit va ban 70% la nam Ve ttinh hgc van, ban 90% ddi tagng khto sat cd ttinh dai bgc trd lto, ttong 27% cd ttinh tren dai hgc Ve thu nbap binh quto htog thtog cia hg gia dinh, mto khto sat gdm cac nhdm ddi tagng cd thu nhap ta it ban 20 trieu VND tdi hon 50 trieu VND, dd 50,5% cd mic thu nhap htog thtog cia bd gia dinh tu 30 trieu VND trd xudng va 49,5%) cd muc thu nhap tu 30 trieu VND trd len Kit qua nghien ciru 4.1 Bdnh gid thang Nhdm nghien ciiu si dyng he sd Cronbach alpha dl dtoh gia tin cay cua tilng thang va thyc hien phto tich nhto td kham pha (EFA) dl dtoh gia gia tri hdi tu va phto biet cia cto thang Kit qua phan tich cho thay tit cto cac thang diu dat yeu ciu vl tin cay va gia tri (Hair & cdng sy, 1998) S6 233 thdng 11/2016 Cy the, Cronbach alpha cia tat ca thang deu cho thay tin cay d muc cao (> 0,8) EFA dugc thyc hien rieng cho bien phu thugc (y dinh mua) va thyc hien ddng thdi vdi 23 bien quan sat ludng bien dgc lap Ket qua phto tich EFA cho thay cto thang deu dat yeu cto ve sd nhto td ttich, tdng phuang sai trich (> 50%)) va he sd tai (> 0,5) 4.2 Kiim dinh gid thuyit nghiin ciru Phuong phap phto tich hdi quy bdi dugc s i dyng vdi sy trg giup cia phto mem SPSS 21 de kiem dinh md hinh va cac gia thuyet nghien cuu Ba md hinh hdi quy da dugc thyc hien Md hinb thu nhat chi xem xet tac dgng cia cto bien kiem soat tdi bien phu thudc Cto bien kiem soat la cto bien khdng lien tyc nen bien gia dummy dugc s i dyng phto tich Md hinh thu hai gdm tat ca cto bien kiem soat cia md hinh va cto bien dgc lap tu md hinh ly thuyet TPB: 'Thai do', 'Chuto myc chu quan' va 'Nhto thuc ve kiem soat btoh vi' Md hinb thii ba gdm tat ca cto bien ddc lap cua Md hinb va them hai bien ddc lap ve khuynh hudng the hien dtog cap: MSO va TSO So sanh ba md binh se thay dugc tto ddng cua cac bito dgc lap dua vao md hinb va anb budng cua nhdm yeu td ve khuynh budng the bien dtog cap den y dinh mua sto pham the hien dtog cap (ttto ctog Barrisol) Ket qua kiem dinh md hinh dugc trinh bay Btog I Trong md binh I (md hinh kiem soat), tadi, ttinh hgc vto va thu nbap cd quan he cd y nghTa thdng ke vdi y djnh mua Tuy nhien, md hinh khdng cd y nghTa thdng ke Khi dua bien ddc lap tu md binh TPB vao thi md hinh trd nen cd y nghTa (F = 66,53; p < 0,001) Ca ba bien ddc lap deu cd tto ddng thuan chieu tdi y dinh mua nhu mong dgi, ttong cto bien kiem soat khdng cd quan be cd y nghTa thdng ke tdi y dinh mua Md hinh giai thich dugc 70%) sy bien ddng cia y dinh mua Md hinh vdi su cd mat cua khuynh hudng the hien dtog cap MSO va TSO, md hinh van cd y nghTa thdng ke (F = 76,23, p < 0,001) Kit qua phan tich hdi quy cho thay 'thai do' cd tac ddng duong len 'y dinh mua' (P = 0,188; p < 0,001) H,^ dugc chip nhto Tuang ty, 'nhto thuc ve kiem soat htoh vi' cung cd tto ddng tich cyc tdi 'y dinh mua' (p = 0,30; p < 0,001), tac ddng cia 'chuto myc chu quan' thuto chieu nhung khdng cd y nghTa thdng ke (P = 0,066; p > 0,05) Nhu vay, H,^ dugc chip nhto, nhung H^j^ khdng nhto dugc sy ing hd Vl tac ddng cia khuynh hudng the bien dtog cip, nhu 117 Bang 1: Kit qua Idem dinh md hinh va gia thuylt nghien cii'u Ml M2 M3 p (chuto hda) P (chuto hda) p (chuin hda) -0,434*" -0,025 -0,134* 0,393**' -0,043 0,020 -0,034 -0,088 0,040 0,070 0,012 0,059 0,342**' 0,252*** 0,388*** 0,188*" 0,066 0,300*** 0,509"* 0,028 0,70 66,534'" 0,775 76,236"' Bien Idem soat Tudi Gidi tinh Trinh hoc vto Thu nhap Bien doc lap Thai dd Chuto myc chi quan Kiem soat hanh vi MSO TSO 0,351 R^ diiu chinh 27,679 F cita md hinh "p