ý định mua sắm trực tuyến dược mỹ phẩm nước ngoài của nữ giới trên địa bàn TP hồ chí minh

Y dinh mua sam trUc tuyen du'dc my pham nu'dc ngoai cua nu' gicfi tren dia ban TP Ho Chl Minh PHAM HCING ClfCiNG* Tom tat Thdng qua dieu tra khdo sdt bang bdng hdi ddi vdi 307 ngffdi tieu ditng Id nff gidi tren dia bdn TP Ho Chi Minh, tdc gid sd dung phuang phdp nghien^cdu dinh luang dd chl nhffng nhdn td tdc dgng din y dinh mua sam tnfc tuyin duac my phdm nffdc rigodi cda nff gidi tren dia ban Thdnh phd Tff dd, tdc gid dua mdt sdgidi phdp nham phdt triin cdc doanh nghiep tnfc tuyen kinh doanh dugc my phdm nudc ngodi cffa nff gidl Tiir khoa: dugc my phdm, mua sdm trffc tuyin, TP Hd ChiMinh Simunary Through a survey by questionnaire to 307 female consumers in Ho Chi Minh city, the author applies quantitative method to identify factors affecting female's intention ofpurchasing foreign cosmeceuticals online in the city Since then, some solutions are created to develop online cosmeceuticals enterprises in for women Keywords.' cosmeceuticals, online shopping Ho Chi Minh city ^ GIC(I THIEU Mac dil cd sff bung nd cua cac website my pham tttfc tuyen ttong thdi gian gan day, nhien, van chffa cd nhieu nghien ctfu danh rieng cho nganh dffdc my pham nffdc ngoai d Viet Nam Vi vay, nghien cffu da tap trung phan tich cac nhan td' anh hffdng de'n y dinh mua sam trffc tuye'n dd'i vdi mat hang dffdc my pham nffdc ngoai cua nff gidi de tim mffe dp anh hffdng cua mdi nhan td tren thi trffdng TP Hd Chi Minh Tff do, cac doanh nghiep kinh doanh mat hang cd cd sd de dffa giai phap thich hdp nham cai tie'n dich vu va phuc vu ngffdi tieu dimg td't hdn CO s d LY THUYET VA PHU'ONG PHAP NGHIEN ctfu Ca sd ly thuyet vd mo hinh nghien citu de xudt Trong nen kinh te thi trffdng, phan ldn cac san pham ma ngffdi tieu dung sff dung de thda man nhu cau cua minh deu phai thdng qua boat dpng mua sam Y dinh hanh vi mua sam la mpt ttong nhffng yeu td anh hffdng den quyet dinh mua cua ngffdi tieu dung (Vu Huy Thdng, 2010; Ajzen, 1991),^ y dinh la mdt yeu td tao ddng life, tbuc day mpt ca nhan san sang thffc Men hanh vi (BlackweU va cpng Slf, 2001) Sff hai long bay khdng hai long sau mua san pham se anh hffdng den hanh vi mua tiep theo cua ngffdi tieu dilng (BlackweU va cpng stf, 2001) Ly thuyet hanh dpng hpp ly (Theory of Reasoned Action - "TRA) cho rang, y dinh thtfc hien hanh vi cang cao, thi kha nang thffc hien hanh vi cang ldn Tren cd sd ly thuye't TRA, nghien ciJu ve y dinh ndi chung, y dinh mua sam hang trffc tuye'n ndi rieng cua khach hang tai TP Hd Cbi Minh, nhdm tac gia ke thffa md hinb nghien cffu cua Ta Thi Lan Hffdng (2013) de danh gia y dinh hanh vi theo md hinh nghien culi nhff Hinh Phuangphdp nghien cuiu Nghien cifu sff dung phffdng phap thd'ng ke md ta dffa tten khao sat bang TS., Trifdng Dai hoc Mgoai thffdng Cd sd 1! TP Ho Chi Minh I Email; phamhungcuongftu2@gmail.com Ngay nhan bai: 18/07/2016; Ngay phan bien: 07/10/2016; Ngay duyet dang: 10/10/2016 62 Kinh te va Di/bao bang hdi va phdng van chuyen sau ddi vdi 655 ddi tifdng khach hang nff da tttng mua dffdc my pham nffdc ngoai danh cho nff gidi tten dia ban TP Ho Chi Minh, ttong khoang thdi gian ttt thang 09/2015 den thang 12/2015 Sau lam sach, cdn lai 307 mau dffdc nhap vao chffdng trinh SPSS de xff l y ' HINH: MO HINH NGHIEN CClG DE XGAT Nhan thiJc de sir dung Nhan thiic lgi ich Nhan thirc su: thu vi Nhan thiic nji ro Su tin tuang Phdn tich he sd Cronbach's Alpha Ket qua kiem dinh dp tin cay Cronbach's Alpha cac thang cho tha'y, ta't ca deu ldn hdn 0,6 va cac he sd' tffdng quan bien tdng cua cac thang deu cao hdn mffe cho phep (ldn hdn 0,3) nen ta't ca cac thang deu dat yeu cau Phdn tich nhdn tdkhdm phd (EFA) Sau tien hanb phan tich EFA cho tha'y, kiem dinh BarUet cd mffe y nghia Sig = 0,000 (< 0,05), nghia la cd sff ttfdng quan giffa cac bien tten pham vi tdng the He sdKMO = 0,897 chffng td sif thich hdp cua EFA (Bang 1) Gia tri Eigenvalue = 1,141 > 1; Tdng phffdng sai ttich la 63,708 chffng td cac nhan td' giai thich dffdc 63,708% bien thien ciia cac bien quan sat Ma trdn he so'tuang quan giffa cdc biin Ma ttan tffdng quan cho tha'y, Y dinh mua sam trffc toyen cd todng quan vdi cac ye'u td ttong md hinh, ngoai trtt bie'n Nhan thflc rui ro Ben canh dd, Y dinh va nhan td Chuan chu quan cd todng quan kem hdn so \ di cac yeu td cdn lai vdi he sd todng quan chi dat 0,133 Trong dd, cac nhan td cd he sd todng quan cao nha't la Nhan thffc ldi ich vdi he sd todng quan la 0,398 Dieu dac biet d day chinh la tat ca cac nhan to' ttong md hinh deu khdng cd Mdng quan vdi Day la da'u hieu cho tha'y md hinh rat phu hdp, thang td't va it cd kha nang xay hien todng da cdng tayen Phdn ttch hoi quy tuyin tinh Sau danh gia sff todng quan giffa cac nhan td, ket hdp vdi md binh nghien cffu da xay dffng, md hinh hdi quy toye'n tinh mau dffdc thie't lap nhff sau: y = b.-i- b,x, -I- b,x, -i- b,x, + b.x, -i- b.x 11 22 33 44 33 + b,x^ -I- e Trong do: y: Y dinh mua sSm trffc toyen ddi vdi mat hang dffdc my pham cua ntt gidi cua mSu b^: He sd chan (He sd hdi quy) ciia mau b| b, b, b^bj b^: Lan Iffdt la he sdhdi qu> rieng phan ciia mdi nhan to'cua mau Economy and Forecast Review ir 1 "- h H3 L ' Y dinh mua sam true tuyen lU 1 '" KET QUA NGHIEN CLfU U H, Chuan chii quan H5 h ^ 1 ^'^ \ Nguon: Ngi- .uu cua (3C X , X,, X3, x^, X-, x^: Lan ltfdt la cac nhan td Nhan thffc de sff dung (PEOU), Nhan thffc ldi Ich (PU), Cam nhan sff thu vi (PE), Sff tm todng (TR), Nhan thflc rui ro (RK) va Chuan chu quan (SN) cua mSu e : sai sd' giffa thffc te' va md hinh cua mau Ket qua phan tich hdi quy tuyen tinh cho thay, cac bien ddc lap deu cd anh hffdng manh me den bien phu thupc, ngoai trff bie'n Nhan thffc rui ro (RK) Cd the nhan thay rang, Sig cua bien nhan thffc rui ro ldn hdn 0,05 nen gia thuye't H_| bi bac bd va dieu cung da dffdc phan anh qua ma tran Mdng quan Cud'i cung phffdng trtnh hdi quy thu nhan dffdc la: y = 0,395x, + 0,398x, -1- 0,202X3 + 0J33x^ 4-0,316X5+0 hay: IT = 0,395PEOU + 0,398PU + 0,202PE + 0,133TR + 0,316SN+e Sau loai bd mdt nhan td la Nhan thffc rdi ro (RK), md hinh cdn lai nhan td anh hffdng den y dinh mua sam trffc toyen dd'i vdi mat hang dffdc my pham ntfdc ngoai cila ntt gidi tten thi trffdng TP Ho Chi Minh Cac he so ttong phffdng trtnh hdi quy phan anh mffe dp tac ddng den bie'n phti thupc Cac bien tac ddng M manh de'n ye'u dffdc sap xep theo thff tff: Nhan thffc ldi ich (0,398) > Sff tin Mdng (0,395) > Nhan thffc sff thu vi (0,316) > Nhan thffc de sff dung (0,202) > Chuan chu quan (0,133) Cac he so hdi quy dffdc giai thich cac ye'u to' khac khdng thay ddi, neu mdt nhan to' tang len mdt ddn vi, y dinh se tang Mdng ffng theo dp ldn tri tuyet ddi cua he so hdi quy cua nhan td dd Vi dii, Sff tin tffdng cd he so' hdi quy la 0,399 nghia la cac nhan to khac khdng ddi, Nhan thffc ldi ich tang len mpt ddn vi thi y dinh mua se tang len 10,3981 = 0,398 va tffdng tff cho cac bien cdn lai (Bang 2) Kiem dinh cdc gid thuyit vd ddnh gid sif pirn hgp cda md hinh Ket qua kiem dinh ANOVA cho tha'y, tri sd' thd'ng ke F la 45,553 va mffe y nghia Sig = 0,000 (< 0,05) vdi dp tin cay 95% Nhff vay, cd the ket luan rang, md hinh hdi quy Myen tinh la phu hdp Viec danh gia sff phu hdp cua md hinh cdn the hien qua gia tri R- ciia md hinh (Bang 3) Ket qua R- hieu 63 BANG 1: HE SO KMO VA KIEM DINH BARLLET Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0,897 Approx Chi-Square 4252,438 Bartiett's Test of Sphericity df 378 0,000 Sig BANQ 2: HE SO TIEO CHOAN M3 hinh I (Constant) Tin tuong Loiich Desudung Ruiro Chuquan Thuvi H6s6'tieu chua'n t H$ s6' Std Error Beta B ,000 4,703E-017 ,042 ,395 9,459 ,395 ,042 ,042 ,398 9,521 ,398 ,202 4,833 ,202 ,042 -,066 -1,589 -,066 ,042 ,042 ,133 3,181 ,133 ,316 ,042 ,316 7,564 Sig 1,000 ,000 ,000 ,000 ,113 ,002 ,000 BANG 3: TOM TAT MO HINH HOI QOY Mo Mnh R R^ R^ hieu chinh Lfdc ltfdng sai so chufo 690 477 467 ,73057146 Durbin-Watson 2,078 Nguon: Ket qua ngitien cttu cua tac gia chinh cua md hinh dat 46,7%, nghta la md hinh da xay dffng phu hdp vdi tap dtt lieu Hay ndi each khac, 46,7% sff bie'n thien ciia y dinh mua sam trffc tuye'n dd'i vdi mat hang dffdc my pham nffdc ngoai cua nff gidi tren thittffdngTP Ho Chi Minh dtfdc giai thich bdi cac bien dffdc dffa vao md hinh va 53,3% dffdc giai thich bdi cac yeu to khac ngoai md hinh KET LUAN VA MQT SO DE XUAT NhCmg nhan td anh hrfdng den y dinh mua sam trrfc Myen cua khach hang cd thff ttf quan ttpng lan ltfdt la: Nhan thffc ldi ich, Sfftintodng,Nhan thffc sff thu vi, Nhin thflc dS stt dung, Chuan chu quan; ttong dd, nhan td Nhan thffc ldi ich cd anh htfdng ldn nha't Vi vay, de giup cac doanh nghiep trtfc tuye'n kinh doanh dffdc my pham ntfdc ngoai ciia nff gidi cd the cai tie'n dich vu va phuc vu ngffdi tieu dung tdt hdn, theo nghien cffu cua chung tdi, can thffc hien cd hieu qua mpt sd giai phap, nhtf sau: Thff nhdt, can gifl uy tin vdi khach hang thdng qua vide ban san phim dam bao chat Itfdng, quang cao trung thifc Thff hai, cantie'nhanh nang cap tang viln thdng - toan dd dam bao quy trtnh mua sam tdt nha't cho khach hang Thff ba, nang cap ta't ca cac website len thanb cac website da ngdn ngfl Thff tff, giam thieu phttdng thflc kinh doanh tdng hdp nhieu mat hang khac cho website cua minh ma tap trung vao mat hang my pham rieng biet bao gdm dtfdc my pham Thff ndm, can tap trung phat trien Enh vffe truyen thdng xa hdi mpt each an toan de dam bao ldi Ich ngtfdi tieu dung.Q TAI LIEU THAMKHAO ^ Vu Huy Thdng (2010) Gido trinh hdnh vi ngudi tieu dung, Nxb Dai hpc Kinh te qude dan Ha Ndi Ha Trpng Quang (2012) Xff ly dff lieu vdi SPSS, Nxb Dai hpc Qudc gia TP Hd CM Minb Ta Thi Lan Hffdng (2013) Nghien cffu cdc yiu td rui ro dnh hudng den y dinh mua hdng tnfc tuyin cda khdch hdng tgi TP Ho Cht Minh, Luan van thac sy Trffdng Dai hoc Kinh te TP Ho Chi Minh, thang 10/2013 Ajen L (1991) The theory of planned behavior, Orgamzational Behavior anh Human Decisin Processes, Vol 50, pp 179-211 Blaekwell, R D, Miniard, P WW & Engel, J F (2001) Consumer behavior, 9* edition New York: DrydenNeal, Quester and Hawkin (2007) Consumer Behavior, Prentice Hall Intemational Oliver, R L (1997) Satisfaction - A Behavioural Perspective on the Consumers, New York: McGraw-Hill Parasuraman, A., V.A Zeithami, & L L Berry (1988) Servqual: a multipleitem scale for measuring consumer perceptions of service quahty Journal of Retailing, 64(1), pp 12-40 Winter, CK and Davis, S.F (2006) Organic foods Journal of Food science, vol.71, no.9 QUANG CAO SO 26 ^ M I I B I ^ Cdng ty TNHH TM&DV Tan Dai Phu ^^^^^r^:^ Benh vien da khoa trung tam Tien Giang Cdng ty TNHH Van Nhat Trang trai nam Tan Hffng ^ Cd sd banh mfft Ngpe Tuydn Trffdng Mam non tudi Than Tien Cdng ty TNHH san xua't che bie'n ndng san Cat Tffdng 64 ^^^^ ^E VA D^f BAO Bia Bia i, ""!!""!!!Bia Trang ttong Trang trone Trang trone Trang trone Kinli teva Dubao ... gia TP Hd CM Minb Ta Thi Lan Hffdng (2013) Nghien cffu cdc yiu td rui ro dnh hudng den y dinh mua hdng tnfc tuyin cda khdch hdng tgi TP Ho Cht Minh, Luan van thac sy Trffdng Dai hoc Kinh te TP. .. hinh cdn lai nhan td anh hffdng den y dinh mua sam trffc toyen dd'i vdi mat hang dffdc my pham ntfdc ngoai cila ntt gidi tten thi trffdng TP Ho Chi Minh Cac he so ttong phffdng trtnh hdi quy... each khac, 46,7% sff bie'n thien ciia y dinh mua sam trffc tuye'n dd'i vdi mat hang dffdc my pham nffdc ngoai cua nff gidi tren thittffdngTP Ho Chi Minh dtfdc giai thich bdi cac bien dffdc dffa