Tap chi Khoa hoc - Cong nghe Thdy sdn KET QUA NGHIEN CQU DAO TAO SAU DAI HOC GIAI THICH DONG CO MUA DO CHOI GO TRE EM CUA CAC HQ GIA DINH TAI THANH PHO NHA TRANG EXPLANATION OF MOTIVATION TO BUY CHILDREN'S tVOOD TOYS OF HOUSEHOLDS IN \HA TRANG CITY Ld Thi Hien', Ho Huy Tfru' Ngay nhan bai: 22/7/2013; Ngay phan bi?n thong qua, 26/9/2013, Ngay duyet dang: 02/6/2014 TOM T A T Nghien cuu ndy dd van dung ly thuyet TPB de gtdi thich dpng ca mua chai go tre em duai tdc dong ciia cdc yeu td: thdi dp tich cue, cdm nhdn rui ro, trdch nhiem dao ly, ky vong vdo su ihdnh dat ciia Ire trongtironglai, cdm nhdn hdnh vi xd hpi, kien thuc, thoi quen vd dieu kien mua sdm Nghien cuu ndy dupc thuc hien tren mdu thudn tien 300phieu doi vai cdc hp gia dinh & Nha Trang sir dung phucmg phdp phdn lich hoi qui di ddnh gid phit hpp ctia mo hinh, kiim dmh cdc moi quan hi tin cdy vd gid tri cUa cdc ihang Kit qud thi hien phii hpp cUa mo hinh Id 23% vd ung ho ve mat thuc nghiem cdc quan he gid thiel da de xudi Ngoai trit cdc yiu to thdi dp tich cue, trdch nhiem dao ly vd ky vong khong co y nghia thong ke, ndm yiu to can lai deu co y nghfa, yiu to cdm nhdn rui ro c6 dnh hudng dm, cdc yiu to khac deu CO dnh hu&ng duang den dong ca mua hdng Tir khaa: dpng ca mua chai go Ire em thdnh Nha Trang ABSTRACT This study applied the theory TPB to explain the motivation to buy wooden children toys under the impact of these factors: positive attitude, perceived nsk, moral obligation, expectation of success children in the future, feel social behavior, knowledge, habits and shopping conditions This study was performed on 300 voles convenience sample of households in Nha Trang, use regression analysis method to evaluate the fit of the model, testing relationships, reliability and the value of the scale The result shows the fit of the model was 23% and empirically supported relationships proposed hypothesis Exceptfactors positive altilude moral obligation and expectations no statistical significance, the remaining five factors are significant, in the sense that perceived nsk factor have a negative effect, otherfactors have a positive impact to the purchase motivation Keywords- the motivation to buy wooden children toys, Nha Trang city l.BATVANOe Khoa hoc da chung mmh, d l ehai dbng vai tro rit quan trpng cho sy phdt then ciia trd, nb giup tre tim hilu, kham pha the gidi xung quanh, Idm quen vai nhung dgc dilm, tinh ehit cCia d l vdt, tir dd giup tre bilt dupc cbng dgng cua chung sinh hogt vd lao dpng cug nguai Hi^n nay, thj tardng v l d l chai trd em r i t da dgng vdi nhieu chung logi vd nhilu cong dgng, nhidn ngydi tieu dung van hydng v l nhung d l chai cd tinh an todn vd gido dgc cao Ndm bat dupc xu hudng nay, mgt hdng d l chai g5 xult hid" budc d i u da dap ung dypc nhu cau cua thi trudng, md nhilu trien vong cho cdc doanh nghidp kinh doanh mgt hang Do dd, vide nghidn ciru de tai "Giai thich dong comua chai gd tre em cua cac ho gia dinh tai dia b^n Nha Tran^ cung khong ngoai myc dich giiip cac nha san xult va nhu'ng ngudi hogt dbng mgrketing xdy dyng cdc ehien lypc kinh doanh vd marketing phu hpp de khai thdc thj tnrdng chai go trd em day tiem nang hidn Theo mb hinh ly thuyet hdnh vi dupc hogch djnh TPB (Ajzen, 1991) dpng ca hay y dinh mua hang la nhdn t l thuc day ca bdn den hanh vi mua hang ' La Thi Hifin-Cao hpc Qudn tn kinh doanh 2011 -Tnrfirng Ogi hpc Nha Trang ^ TS H6 Huy Tyu: Khoa Kmh t6 - Tnrdng Dgi hpc Nha Trang TRUONG DAI HOC NHA TRANG • 95 Tap chi Khoa hoc - Cong nghe Thdy sdn cHa ngudi tieu diing, dupe dan ddt bdi thai dp, chuin chu quan vd kilm scat hdnh vi Mpt so nghien ciru gan ddy da vdn dyng va kiem dmh mb hinh ndy vdi eac biln md rpng nhu sy siing bdi vd kinh nghipm (Arvoia e( a/., 1999), trach nhiem dgo iy (Olsen, 2001), cdm nhdn su thudn tidn, cam nhgn tieu cyc (Armitage et al., 2002; Olsen, 2003) de dap irng cac yeu clu nghien ciru khde Trong nghien cuu nay, ngoai vipc tiep tyc tim hilu ba biln so truyen thong la thai dp, chuin chiJ quan va kilm sodt hdnh vi ciia ly thuylt TPB, cde y l u t l mdi duac nghidn ciiu gan ddy nhu kiln thdc, cam nhgn nJi ro, trdch nhidm dgo \U Cac khdl niem E>6 chen go tre em Qua nghien cuu thyc te thj tnidng vd ede quy chuin phdp \jf hipn nay, d l chai go tre em dupc hieu Id db chai danh cho trd em dudi 16 tuoi eo chat lipu chCi ylu dupc lam tir go va phdi dap irng day du cac tieu chuan theo quy dinh cua QCVN 3:2009/BKHCN dupc ban hanh kem theo Thbng tu so 18/2009/TT-BKHCN ngdy 26/6/2009 eOa Bp tnrdng Bp Khoa hpc va Cong nghe Viet Nam Thai 3Q tich cijxi la mbt xu hydng tdm [^ dupe bbc Ip thbng qua viec ddnh gid mbt thyc the cg the vdi mbt so mtrc dp cam nhan iai fch ciia san phim (Eagly & Chaiken, 1993; Olsen, 2004) Trong nghien ciru nay, thdi dp tich cue cua ngudi tieu diing la su ddnh gia v l db chai gb dpp hay xlu, bin hay khbng ben, phil hpp hay khbng phii hap vdi tre, gia dat hay re, tinh giao dye cao hay t h i p Cam nhan rui ro lien quan den viec ddnh gia chCi quan v l kha nang xay su e l tidu cyc, nhu khbng ddm bao ve chirc nang, mat mat ve tai ehinh, tdm ly va xa hpi lidn quan d i n mua hoac sir dgng sdn pham, djch vy (Lund & Rundmo, 2009) Cam nhdn nJi ro mua chai go tre em c6 t h l Id su lo sp khbng phii hpp lira tuoi ciia tre, khbng bin, khbng an toan hay tre khbng thfch, gid tn si> dgng khing tuang xirng vdi gid ca TrAch nhi^m dao ly' Id trdch nhipm cua ban than ngudi mua doi vdi tre, ndn idm cdi gi de co feh cho trd Trach nhiem dgo ly bao gbm su cam nhgn cOa ea nhdn v l trach nhiem thye hipn hodc tir choi thuc hien mbt hdnh vi ndo db (Ajzen, 1991), theo db ngudi mua phai nhgn thirc nhiing nhu cau, dbi hbi cua tre doi vdi chai mbi giai dogn phdt tnen 96 • TRUONG OAI HOC NHA TRANG So 2/2014 dya tren kiln thuc ve trd vd hogt dbng chai d l ti> db lya chpn d l choi cho phu hpp vdi tre Ky vqng vao s^ th^nh dgt ctia frd tuang /a/fKj)'vpng; (Olsen, 2001; Miniard & Cohen, 1983; Thogersen, 2002) la sy mong muln cua gia dinh ve sy thdnh dgt, phdt triln cua trd Mong muln dypc gia thiet se tac d$ng d i n y djnh vd d$ng ccr mua chai gd n l u nhOng d l chai db ddp iing nhi/ng k^^ vpng cOa hp Cam nhan hdnh vi xa hqi chOa dyng sy anh hudng xa hbi vd id mpt biln s l dbc ldp quan trpng vipc gidi thich •) djnh cua ngudi tieu diing (Miniard & Cohen, 1983) vd hdnh vi (Thogersen, 2002) Trong nghidn ciru nay, cam nhdn hanh vi xa h|i Id sy chip nh^n, ung hO cdc yeu clu chang hgn tir phia nha trudng, tir qudng cdo hogc to phfa hdng xom, ngudi quen d l cb d l chai cho tre Nlu nhu'ng ydu elu ndy eb t i m quan trpng vd dnh hudng idn doi vdi ngudi tidu dilng thi sy quan tam cua hp doi vdi viec mua chai g l se tdng ldn Kien thirc la mpt dgng nguon lyc ben dia y l u tb kilm sodt hdnh vi, cd anh hudng den sy lya chpn vd mirc db tieu dung (Alba & Hutchison, 1987, Rortveit & Olsen, 2007), Trong nghien ciru ndy, kien thCrc dupc de cgp xoay quanh den nhCrng hieu biet v l su phdt triln eua tre, hogt dbng chai, d l choi va chai go Thoi quen mua sSm cung Id mpt dang nguon lyc ben ci5a y l u to kilm sodt hdnh vi, nb co t h l Id "hdnh vi qud khu'", "hanh vi duac lap iai da dgt den tinh chit ty dpng", "la cdc kit eye cua hanh vi - tinh hying dd trd thdnh ty dbng, xdy khbng can ty dilu khiln", hogc Id "cac ket cyc cb dupc cOa nhtrng hdnh dpng da trd thdnh thdnh phan irng ty dpng doi vdi cac kieh tdc cu the va mang tinh chirc nang de dgt dupc cdc muc tieu nhit dinh hay cac tinh trgng cuoi ciing" (Honkgnen et al., 2005), Thbi quen mua sdm lubn cb quan hp chat che vdi thdi dp vd hdnh vi (Oueilete & Wood, 1998; Bieu ki^n mua sim the hipn d kha ndng ldnh te, thu nhgp phu hpp d l mua sdm, ea hli biet den thbng tin v l sdn phim va su thuan tipn vide mua sam cua ngudi mua, B i l u kidn mua sam la nguon lye ben ngodi cua yeu to kiem soat hdnh vi (Ajzen, 1991) Nlu mbt ngudi cb thu nhdp eao, c6 nhilu ea hpi biet den ich lpi cCia sdn phim cung nhy vipc mua sam thudn tien thi hp se dd dang thyc hipn y djnh mua sam sdn phim db Dgng ca va y 6inh mua h^ng cb quan hd ch?t che vdi khbng the tach rdi Vdi nghTa Id y muon thyc hipn hdnh vi, 'j/ ^ n h mua hdng dong nhat vdi dbng ca mua hdng nhu ly thuylt TBP dd dua Tap chi Khoa hgc - Cong nghe Thdy sdn So 2/2014 Trong mb hinh nghidn cuu de xult, dpng ea vd y djnh mua hdng dupc cho Id hp qua tdc dpng cua t i t cd cac gia thilt nen tren Lien quan den cdc khdi niem tren va cung Id cdc bidn s l can nghidn cuu, mgcdOaj t i n tgi ede moiquan he nhan qua giO'a cdc biln so, chdng han thbi quen an dudi cdc tien to d i n d i n dbng ea (Oueilete & Wood, 1998), anh hydng xa hpi cd quan hp trye tilp den thdi dO (Taritiamen ef al., 2005), nhung nghien cuu ndy, chiing tbi van gia djnh cdc biln s6 ndy Id dbc igp vdi nhau, vd mb hinh nghien cuu dupc de xuat nhy sau M6 hinh nghien CLPU de xuat Thdi dp tieh eye *• Cam nhgn hdnh vi xa hbi *• Trdeh nhipm dao ly *• Ky vpng »• Cam nhgn riii ro *• Kien thirc »• —*' Bpng ca/y dinh mua hdng Thbi quen mua sam Dieu kipn mua sdm Hinb M o hinb de xuat giai thich d^ng ctr mua Sh chtri go tre em Trong mb hinh nghien eiru, trir cdm nhdn nJi ro dupc gia thiet id tac dbng am, cdn Igi ede y l u t l khde chung tdi deu gia thilt la cd tac dpng duang den dpng ca va y djnh mua hang Phuang phdp nghien CLFU - Dbi tupng nghien ciru vd mdu nghidn eiru Ngudi tn^c tilp SLP dung chai go phai la tre em, nhien ngudi Idn lgi la ngudi quyet dmh viec tieu dung Hp cb the id cha me, ong ba, ngudi than cua tre va chinh hp Id ngudi ndm bat nhu d u cua tre, quyet djnh mua logi chai nao md hp thiy d n thiet cho tre Trong nghien cuu ndy, pham vi khdo sdt chi d l i vdi nhirng hb gia dinh cb tre em phgm vi dp tuoi tip tuoi trd xulng, vi tre em dp tuoi nay, chai Id dyng cy hpc tgp quan trpng va ehu y l u doi vdi tre, vd tren thuc te thj tnrdng chai hipn da phan deu tap trung vdo dbi tupng tre em d dp tuoi ndy Phuang phap lly mdu thugn tien dupc thye hipn tgi cac cua hdng chai va cac frudng mam non tren dja ban thdnh Nha Trang K i t qua cd 300 miu dii tieu chuin duae su dgng cho nghidn euu ndy - Do ludng cdc khdi niem Xult phat tip cdc gid thilt md hinh, bang edu hbi dieu tra dupc xdy dung gom nhu'ng mgc hoi v l nhtfng nhdn (^nh, ddnh gia cua ngudi duae phdng v l n xoay quanh khai niem nghien ciru Cdc cdu tra Idi dupc Uil hien qua viec ddnh d i u vao thang Likert dilm ttf hoan toan khbng ding y den hodn todn dong •^ cho mbi nhdn djnh Thai db tieh cue (Shepherd & Raats, 1996) g i m cau hdi lien quan den nhirng binh lugn tich cue v l mdu ma, tinh gido dge, phong phu, ben, an toan, gia cd hpp ly va khbng chira dbc tb eiia d l ehai gb Cam nhgn nji ro (Yeung & Yee, 2002; McCarthy & Henson, 2004) gom cdu hoi the hien nhirng cam giac lo sp ciia ngudi mua v l nji ro tai chinh, db chai khbng phii hpp hay cd nhu'ng tac dpng nguy hiem dbi vdi tre Trdch nhipm dao ly {Shepherd & Raat, 1996; Olsen, 2004) gom cau hbi the hien viec nhan thuc cua ngudi mua ve nhtrng nhu d u cua tre mbi giai doan phdt triln de lua chpn d l ehai cho phCi hpp vdi tre hay la each the hien sy quan tdm, tinh thuang den tre Ky vpng (Olsen 2001; Miniard & Cohen, 1983; Thogersen, 2002) gom cau hbi v l nhtrng iy ma ngudi mua cho ring se dap ung ky vpng vao su phat trien ciia tre so vdi bgn eting lirg, phat tnln dat tuang lai hay phat trien theo khuynh hudng mong muon eua gia dinh Cam nh$n hanh vi xa hoi (Sheeran & Orbeil 1999; Berg ef al., 2000; Hagger & Chatzisarantis, 2005) gom cdu hbi the hien nhtfng ly ma ngudi mua bi tac dpng tif phfa xa hbi mua 6b chai g l , Kien thiK (Tuu & Olsen, 2009) gom cdu hdi t h l hien nhifng kiln thirc ciia ngudi mua v l sy phdt triln cua tre, hogt dpng chai, db chai va ehai g l Thai quen mua sim (Honkanen ef al 2005; Oueilette & Wood, 1998; Ajzen, 2002) gom cau hbi lien quan den cac thbi quen v l quan mem ve hdng hba, chit iupng, gid ed, phong each tieu dting, thuang hidu san pham TRUONG OAI HOC NHA TRANG • 97 So 2/2014 Tap chi Khoa hoc - Cong nghe Thdy sdn III K^T QUA NGHIEN CO'U VA T H A O L U ^ N Dieuki$n mua sd/n {Ajzen, 1991) gom edu hbi ve khd nang kinh te, muc thu nhgp phti hpp de mua sam, ca hpi bilt din thbng tin ve sdn pham vd sy thugn tien vipc mug sdm d l ehai go Dong ca va y djnh mua hang (Raats, Shepherd & Sparks, 1994; Olsen, 2002) gom cau hbi v l ke hogeh, mong muon eung nhu nhirng can nhae, ban khoan cua khach hang, d l tu db cb ca sd kiem dinh eac moi lien he giu-a eac gid thilt nghien ciru vdi van de d n nghien cuu Ket qud khdo sat cho thiy, cdc cdu hbi d i u tiep can lot den nhu'ng khfa cgnh cde khdi niem nghien eiru, eac thang ludng deu the hipn t i t dp gia tri npi dung, ddp irng yeu d u nghien ciru thyc nghipm I.ThO tgc phan tich Birdc dau tien Id khang djnh ede thang lydng ddm bao v l dp tin cgy, dp hipu lyc hbi tg va db hieu lyc phdn biet, thbng qua tinh todn d§ tin c^y Cronbach's alpha, phdn tidi nhdn to EFA bang thu tuc Factoring Axis Analysis k i t hpp phdp xoay Promax, Budc hai Id kilm dinh cac quan hp clu trtic giya cac khdi nidm thbng qua phdn tfeh hli quy b$ d l ddnh gia md hinh Tit ca cdc budc dupc ho trp bdi phin m l m SPSS16.0 Kit qud nghien ciru va thdo luan Ket qua phdn tfch nhdn t l vd dp tin cdy dupc cho d bang (Cdc trpng so > 0,40, Hair & ctg, 1998), Bang Ma tran dgc tnrng cua cac nhdn to (Rotated factor matrix) C^c khai ni^m Thdi quen Kiln thtrc Cdm nhdn rui ro Ky vpng Cam nhdn hdnh vi xa hpi Oieu kipn mua sdm Thdi dp tfch eye Trach nhiem dgoly Dpng ca/y djnh mua hdng Cac chi bao TQ1 TQ2 TQ3 TQ4 KT1 KT2 KT3 KT4 YB1 Ye2 YDS YS4 Cdc nhan ti Cronbach's 0,865 0,679 0,669 0,435 0,759 0,792 0,625 0,574 0,574 KV1 KV2 KV3 CNXH1 CNXH2 CNXH3 CNXH4 BK1 BK2 TBTC1 TBTC2 TBTC3 TNDLI TNDL2 DCYB1 DCYB2 BCYB3 DCYB4 • TRUONG OAI HOC NHA TRANG 0,735 0,715 0,633 0,601 0,539 0,715 0,764 0,666 0,644 0,768 0,864 0,600 0,538 0,864 0.708 0,807 0,806 0,773 0,704 0,629 0,608 0,677 0,799 0,675 0,707 0,825 0,692 0,538 0,525 0,722 Tap chi Khoa hoc - Cong nghe Thdy sdn So 2/2014 Tir bdng 1, ta thiy cd tong cpng nhdn to dupc ttit dting nhu mong dai ciia nghien cuu, cac chi bao iLfdng hpi tg trdn nhtrng khdi ni^m gia thilt vd cdc nhdn to Id tach rdi va cde gid tn trpng sb nhdn to deu idn han 0.5, NhCrng chung cir ndy da khang djnh tinh dan hudng ciia cac chi bdo, dp gid trj phan bidt vd hpi ty cCia cdc thang ludng sCr dyng mb hinh Bdn egnh dd cdc hp sb Cronbach's alpha cua d thang cac khdi niem d i u Idn han 0.6, dilu ndy chirng td dp tin cgy etig cdc thgng (Nunnaliy & Bernstein, 1994) D I phdn tieh tdc dpng cua cdc biln s l dpc idp den y djnh vd dbng ca, phep hoi quy bbi dypc su dyng Vi mye tieu xac djnh tam quan trpng tuang doi giCra cdc bien so, nen hp s l ty bj logi khdi mb hinh De kiem djnh sy dpc ldp giua cdc bien, cac hd s l Tolerance vd VIF cOng duac bdo cao Sy phti hap eua md hinh duac chi bdi gia trj thong kd F vd muc y nghTa tuang irng ciia nb Kit qua phdn tich hoi quy dupc thiy d bang Bang Cdc h^ so hoi quy Cac bien so doc l$p (Constant) ttioi quen cam ntian rui ro lu da gpi y nhu-ng y tudng lidn quan den ede giai phap giup ede nhd san xult va cac i ^ hoat dpng marketing phat huy nhu-ng nhan t l iac dbng tieh eye va hgn c h l thap nhat nhCrng ntian to tac dpng tieu eye d i n dpng ca mua hang Tuy nhidn, bdn cgnh nhi/ng k i t qua dgt dypc, nghien cuu ndy v l n cbn nhtrng hgn che, 66 la: phgm vi nghidn ciru mdi chi tgp trung d djg bdn thdnh Nha Trang vdi phuang phdp chpn miu thuan ti?n ndn tinh dgi dien ciia m i u cbn hgn ehl, chua marg tinh khdi qudt eao; chya quan tdm den sy khac biet giOa nhdm khach hdng dd mua ehai go va nhbm khdch hang dang quan tam den chm g6 nen chua dua cae de xudt hipu qua giiip doanti nghipp cb chiln iupc marketing cho ttpng nliom; nghien eiru chi mdi tgp trung xem xet nhan to tac dpng Idn dbng ea, k i t qua chl cd 23% phuang sa cua bien ddng ca dupe gidi thich bdi 05 nhan to md hinh nghidn cuu Cbn 76% phuang sa cua biln dbng ca dupc giai thich bdi cac yeu to bdn ngodi cua mb hinh Do dd, nghien cuu s l p den, c i n phdi bo sung cdc nhan to mdi nhif trinh db hpc v l n , thu nhdp binh qudn vao mo hinh nghien ctru thi mdi cb the gidi quylt toan dien ve van d l da dat T A I L I E U THAM KHAO Tieng Vi^ 1, Hoaog Tn?ng va Chu Nguyin Mgng Ngpc, 2008 Phan tich lieu nghien cmi v6i SPSS NXB H6ng Diic Tieng Anh Ajzen, 1,1991, The theory of planned behaviour Organizational behaviour and human decision Processes, 50:179-211 Alba, J W., Hutchison, J W, 1987 Dimensions ofconsumer expertise Joumalof Consumer research 13:411-454 Anmtage, CJ , Norman, P, & Conner, M., 2002 Can the theory of planned behavior mediate the cfEects of age, gendcTairf multidimentional healfli locus of control? 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Bpng ca/y dinh mua hdng Thbi quen mua sam Dieu kipn mua sdm Hinb M o hinb de xuat giai thich d^ng ctr mua Sh chtri go tre em Trong mb hinh nghien eiru, trir cdm nhdn nJi ro dupc gia thiet id tac... vi ndo db (Ajzen, 1991), theo db ngudi mua phai nhgn thirc nhiing nhu cau, dbi hbi cua tre doi vdi chai mbi giai dogn phdt tnen 96 • TRUONG OAI HOC NHA TRANG So 2/2014 dya tren kiln thuc ve trd... muln cua gia dinh ve sy thdnh dgt, phdt triln cua trd Mong muln dypc gia thiet se tac d$ng d i n y djnh vd d$ng ccr mua chai gd n l u nhOng d l chai db ddp iing nhi/ng k^^ vpng cOa hp Cam nhan hdnh