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So 1/3013 Tap chi Khoa hoc - Cong nghe Thiiy sdn KET QUA NGHIEN COU DAO TAO SAU DAI HOC MOT SO YEU TO ANH HlTOfNG DEN QUYET DINH MUA HANG QUAN AO THOI TRANG N C , THANH PHO NHA TRANG SOME FACTORS AFFECTING FEMALE FASHION CLOTHE BUYING DECISION-NHA TRANG CITY Nguyin Thi Thanh Tam', Nguyin Van Ngpc' NgSy nhiin bai: 07/11/2012; Ngayphan bi?n thong qua: 12/12/2012; Ngay duy?t ding: 15/3/2013 T O M TAT Muc dich ciia nghien cuu ndy Id xdc dinh mpt so yeu to vd mice dp dnh hudng cua chting den quyei dfnh mua hdng qudn thai trang nu, khu v^c thdnh phd Nha Trang Cdc phircmg phdp nghiin cuu djnh tinh vd djnh lufmg dong thai dupc dp dung 340 mdu thu thdp du(rc td khdch hdng d cdc cua hdng thai trang nii ducrc dua vdo nghiin cuu Kit qud cho thay md hinh cd yeu to dnh hudng din quyit dinh mua hdng qudn thdi trang nir sdp xep theo mitc dp gidm ddn: 1) Tim kieii\ thong tin, 2) Thiet ke sdn phdm, 3) Dpng ca, 4) Kinh nghiim vd 5) Gid Tu khoa: quyet dinh mua hdng, qudn thdi trang nd ABSTRACT The purpose of this study is to determine some factors and their influences on female fashionable clothe buying decision, Nha Trang City Qualitative and quantitative research methods are applied Three hundred and forty customers of femalefashion shops were selecled and studied The resuls revealed that there arefivefactors that affect buying decision sorted by their relative importances I) Information search; 2) Produce design; 3) Motivation; 4) Experience; and 5) Price Keywords: buying decision, female fashion clothe LDATVAND£ Qui trinh toin ciu hia dang dien vdi t i c dO cao v i cic quoc gia tren the gldi diu khong muon l g cd lip mlnh vdi nen kinh t l t h i gidi Vi viy, cae quie gia deu c l ging md cua de hoi nh|p vio nen kinh te toin clu Tuy nhiin, eae quic gia md eua va hgi nhip vdi thj Irudng quie t l , cic doanh ngigp nude ludn luin phai d l i diu vdi muc dd egnh tranh gay git ban, ly l i ed nhieu hing hia dugc nhgp khiu hogc d i u l u eua nude ngoii eung tham gia vio thj tnrdng khong cd sg ean thiip ciia hang rao t h i quan Nganh hing quin i o thdi trang nude eung khing nim ngoii xu the dd, ngiy cing nhieu eic thuang higu Ihdi trang quic t l d i c6 mat tgl Viit Nam Ngoii sde manh v l lai chinh va edng nghi, cic nhan hing thdl trang quoc t l c6n cd I h l mgnh ve thirang higu va die biet l i hing nim hp dinh rat nhieu ngin sich cho eac boat d$ng tiep thj dd cd nghien cuu ve hanh vi tieu diing eua khach hing Do d l , eac doanh nghiip nude thu'dng phii n l Igc han edng viic kinh doanh ciia minh Mpt cic v i n de eae doanh nghiep ke ea nude v i nuac ngoii quan tim la khaeh hing s i chgn s i n phim quan i o thuong higu nio? Tai hp ehpn mua? Hay la nhdng yiu to ehinh nao tac ddng v i o hinh vi mua hing quin ao thdi trang cua ngirdi tiiu diing? v i n de xem x i l nhung y l u to nao tac dpng inh hudng den quylt ^ n h mua hang da dugc nhilu nhi nghiin cdu han lim v i dng dung ve tilp thj trin thi gidi quan tam va t i p trung nghien cdu nhilu nam qua Tuy nhiin dli vdi ITnh vgc quin i o ed rit it nghien edu Dgc bi$t l i nghien euu eac ylu t l nao tac ddng i n h hudng d i n quylt djnh mua hing ' Nguyen Thj Thanh Tam Ldp Cao hgc Quan bi Kmh doanh 2009 - Trudng ©al hgc Nha Trang ' TS, Nguyen Van Ngpc: Khoa Kinh te - Trudng Dai hpe Nha Trang 156 • T R L K J N G D A I H Q C NHA TRANG Tgp chi Khoa hgc - Cdn^ nghe Thuy sdn quin ao thdi frang eiia phy nd Wgt Nam Chinh vi ly dd, wic nghiin edu d l t i i mdt s6 cic yeu t l inh hudng d i n quylt djnh mua hing quan i o thdi trang nu, khu vuc thinh phi Nha Trang la het sde ein thilt va ed y nghTa II M O HlNH VA PHU'aNG P H A P NGHIEN CO'U 1, Md hinh nghiin cim Nim 2005, Philip Kotler da dua mot m l hinh cic ylu t l inh hudng d i n quylt djnh ngudi lieu dClng gim c i : ylu t l van hda, y l u to t i m ly, y l u t l x i h$l v i ylu to c i nhan Trong md hinh glai doan Stylised (S Ratneshwar, 2005) cung ehi rang tiln ti'inh mua cOa khich hing trii qua giai dogn: nhin bilt nhu clu, lim kiem thdng tin, dinh g i i cae iga chpn, Iga chpn mua v i dinh g i i sau mua Nghiin cdu i p dyng hai ly thuyet tren v i k i t hgp thio luin nhim tap tnjng dugc tiln hinh vdi 20 khich hing nd thudng xuyen cua cic cda hing thdi trang nu tai thinh Nha Trang, md hinh nghien cdu d l xult g i m cac y l u t l i n h hirdng d i n quylt djnh mua hing quan ao thdi trang nd g i m cic ylu t l : ylu t l ddng ca, yeu to tim kiem thdng tin, ylu t l gii ylu t l thilt k l s i n pham v i ylu to kinh nghifm bin thin theo hinh 1: Hinh M8 hinh aghien cir D^ng Off: l i t i p hgp eic yeu to phi li thiic diy ngudi nhu l i nhdng mong muon, nhu d u , tinh cim, eim xtic dam m i , m l i quan tim, nilm tin, cae gii trj sing, ao inh, sg tudng tugng, khit vpng, thoi quen, tfiii dd, y kiln, v.v (Muechielli Alex {42, tr.29}) toy ndi cich khic Dpng ca la mpt nhu ciu dang giy So 1/2013 sde ep dli de hudng ngudi ta tim each thia nhu d u va vige thoa man nhu ciu lim giam di sg cang ttiang Tim kiem thdng tin: l i mgt hogt dgng nham hpe hoi nhilu han v l mdt v i i dong s i n phim, thu thip thdng tin d l xiy dgng ca sd thdng tin sd dyng hfong lai G i i c i : l i bilu hign bing tien oia gia trj hing hda nghTa la so lugng tien phii t r i tho hing hoa Ve nghta rpng l i s l tiln phai t r i cho mpt hing hda, mOt dan vj hay mpt t i i sin nio Thiet ke san p h i m : Kilu ding: md t i be ngoii ciia s i n pham Kilu ding ed the bit mit, ggi d m , thu hilt sg chil y v i thda man khilu thim my nhung nd khdng nhit thiet phii Iim cho sin pham cd nang Igc l i t han Thilt ke: l i khai nigm rong ban kieu ding, dl vio chieu siu va trung t i m eda sin phim Thill k l san phim t i t se thu hiit sg chii y, d i thien nang Igc s i n phim, tgo n i n nhdng Igi the cgnh tranh Kinh nghidm b i n t h i n : la chull nhung kien thuc, thong tin ve sin phim m i ngudi tiiu dung co dugc qua tiep xiic, khio s i t hay sd dyng san phim Cac g i i thuyet: Theo Philip Kotler, viec mua sim ciia mOt ngirdi cdn chjU i n h hudng eda cae yeu to t i m ly quan trgng l i : dpng ca (motivation), nhgn thuc (perception), kiln thue (learning), nilm tin (beliefs) v i thii dd (attitudes) Tai bit ky mdt thdl dilm nhat dinh nio ngudi cung ed nhilu nhu d u M|l s6 nhu d u CO nguin goe sinh hpe Chiing niy sinh td nhung trang Oiii cing thing ve sinh ly nhu doi, khit, kho chju Mgt s l nhu d u khac ed nguon gle t i m ly Chiing sinh tu nhdng trang thil cing thing v l l i m ly, nhu nhu d u dirge thda nhan, duge kinh trgng hay dugc gin gui ve tinh thin Hau het nhung nhu d u cd nguin goe tam ly deu khdng dO mgnh de thiie day eon ngudi hinh dpng theo chiing lip tde Mdt nhu d u se trd thinh dpng ea nd ting len den mpt mde dd dil manh M i l dgng ea (hay mOt sg thdi thilc) l i mgt nhu cau da co du sde mgnh d l thdi thiic ngudi ta hinh dpng Mgt ngudi da co dgng ca ludn s i n sang hanh d|ng Van de ngudi cd ddng ca se hinh ddng nhu the nio thgc te edn chju anh hudng tu sg nhgn thuc ciia ngudi ve linh huong lilc Tgi ngudi ta lal co nhin thuc khie v l cung mpl tinh hulng? V i n de la d cho chung ta nim bit sg vgt la t i c nhin thing qua nhdng d m giic truyen qua nam giae quan eua minh: th| giic, thinh giic, khuu giic, xiie giae va vi giic Tuy nhien mil ngudi chung la Igi suy x i l , to chdc v i giii thich thdng tin cam glie theo eich T R U S N G D A I HQC NHA TRANG • 157 Tgp chi Khoa hgc - Cong nghe Thdy sdn rieng d a minh Nhung yeu to niy lai co i n h hudng d i n quylt djnh mua sam eua ngudi Tu nhung lap luan niy, t i c g i i dua g i i thuylt: Hi: D0ng ca co anh hi/dng den quyet djnh mua hdng quin i o thOi trang nif Theo S Ratneshwar, khich hing nhin bilt nhu d u ciia minh, hg co the hoac khdng tilp tuc lim mdt dilu gi de thoa man nhu d u eila minh Dilu d6 phu ttiupc vio mdc d$ quan trpng eOa nhu d u thdi gian, nguon luc tiln bac hogc k h i ning tiep egn vdi nha eung dng sin phim Tuy nhien, thdng thudng, ngudi tieu dOng se thgc hien budc tilp theo l i tim kilm thing tin Cd m$t so kieu tim kilm thong lin ciia khich hang: tim kiem thdng tin npi bp, ben ngoii, tim kilm thdng tin trudc va tim kilm liin lye Nhilu ngudi tiiu diing thgc hien vigc tim kilm thdng tin liin tue nhim hpe hdi nhieu han v l m$l v i i dong sin phim, thu thgp thdng tin de sd dyng cac djp mua hang tuang lai Vdi nhilu ngudi, viec lim kilm thing tin liin tyc l i m|t hogt ddng yiu thieh eho phip hp xiy dgng ca sd thong lin sd dyng tuang lai Nd cung mang lai cho hp vj tri nhit dinh ^nh nio nhdm bgn be va gia dinh nhd vao sg hilu biet va trd thinh ngudi d i n dgo v l y tudng, l i ngudi d hilu bilt v l mot Idp sin phim cy the nio dd Tim kilm thing tin lien lyc dgc bi#t thudng xuyin doi vdi nhung nha suu tam Td nhdng lip luin niy, tie gia dua g i i thuyei: H2: \Ti$c tim kiem thdng tin inh hu6ng din quyet djnh mua hang quin i o thdi trang nu: Mpl khich hing da thu thap dii thdng tin tu cic nguin ben v i bin ngoii d l xie djnh cac Iga chpn khic c l t h i Uioa man nhu d u eua hg, budc tiep theo l i hg se ludng, danh g i i cic Iga chpn khac theo mpt s6 c i c tiiu ehuin quan trgng Cic tieu ehuin khich quan v i chu quan deu dugc sd dung de danh g i i eic Iga ehpn niy Cic tieu ehuan khach quan bao gim cic dgc dilm eua sin phim nhu: g i i , cic die diem thilt ke, bio hinh, nang lgc hoic cie nhan t l ed the dugc so sanh mgt cich d l ding giua cae s i n phim, cic nhan hieu va cae cdng ty Cie tliu c^uin chii quan tgp bung vio d c phuang tign mang tinh bieu trung ciia san phim, kilu ding v i cic Igi ieh d m nhgn dugc ma ngudi tieu diing hy vpng la se nh|n duac td san phim, nhir vi the hoge su hai Idng sd dyng s i n phim Tu nhung lip lugn niy, t i c g i i dua gia thuyet: H3: G/i san pham co anh hwdng den quyet djnh mua hang quin ao thdn trang nCt: H4 ThiSt k4 san phim Snh hucmg den quyit 158 • TRLBNG DAI HQC NHA TRANG So 1/2013 djnh mua hdng quin i o thdn trang nCr Khi ngudi ta hanh dpng, eon ngudi ding thdi eung ITnh h|i duge nhdng kiln thdc Kiln thdc diln ta nhdng ttiay doi hinh vi ciia mdt ngudi phit sinh td kinh nghiem Cic n h i ly lugn v l kiln thuc cho rang kiln thdc cila mgt ngudi cd duge td sg Krang t i c eCia nhdng thdi thiic, t i c nhin kich thich, nhung tinh hulng ggi y, nhiirng phan dng dap Igi v i sg cOng c6 Sg thoi thiic l i mgt nhin to kich thich n|i tgl thiic diy hinh dgng Mdt ngirdi tieu dung ed the d mgt thii thiic li muon ehii dpng ve phuang tign di lal Sg thdi thOc ciia anh la d i trd thinh ddng ca nd hudng vdo mpt nhin t l kich thieh ey t h i co ning glii to3 sg thdl thiie, tru'dng hgp la chile xe miy Phin dng d i p lai ciia ve y tudng mua mpt Chile xe may bat nguin td nhung tinh huong gai y xung quanh nhu sg ung hd cua ngirdi vg, nhdng chile xe miy cua ding nghigp va bgn b i , nhdng quing eio v l xe may hay nhung thong bio v l giim gii t i t thiy deu l i nhung ggi •} d t h i inh hudng den phin dng d i p lgi ciia doi vdi sg quan t i m ciia v l vige mua mot chile xe miy GIS su quyet djnh mua xe may v i ehpn mua m^t chile ciia hang Honda Nlu kinh nghigm cCia anh la l i bo ich, thi phan dng dip lgi cua anh la dil vdi xe miy se dugc cung c6 Gii sd sau niy lgi muon mua m|t ddng ca bam nude, rit cd thi se ehpn mua mpt d|ng ca so nhung nhan higu ciia Honda Trudng hgp n i y ta noi ngudi tiiu diing da khil dap hoi phin dng dap Igi cila mlnh cho nhdng tie nhan kfch thfch tuang tg Nguge lgi, xem x i t c i c lieu chuin ky thugt cua cie d|ng ca bam nude cCing log! ciia hang Kubota, thiy chiing dat hieu nang cao han Trudng hgp niy ta nil ngudi tiiu diing da phin bigt hoa phin ung dip lal cila minh, tuc l i da hgc dugc cich nhgn bilt nhung dilm khac t i p hgp nhdng tic nhin kfch thich tuang tg v i cd t h i dilu chinh phdn dng dip lai eua minh eho phu hgp H5: Kinh nght§m bin thin anh huvng din quy4t djnh mua hang quan ao thdi trang nd Phuvng p h i p nghien cdu Trong nghien edu niy, hing (sin phim) "quin , ao thdi trang" l i d c s i n phim quin ao dugc sin xuit nude hay ngoii nude, cd I h l doanh nghiip Viit Nam hay doanh nghiep tgi nude ngodi dau tu s i n xult, cd ngudn g i c nhan hi|u rd ring, dugc phip phan phli v i kinh doanh tgl Vi|t Nam Khii niim v l "phy ni>" nghiin cdu niy ducc • hieu l i cdng d i n Vi$t Nam, gidi tinh nu, cd d | lu^i Tgp chi Khoa hoc - Cong nghi Thdy sdn td 18 - 60, d i n mua sim tgi d e cda hang quan ao thdi trang nu tgi thinh Nha Trang Bing eau hoi duge xay dgng dga trin md hinh nghiin cdu de x u l t Thang quyet ffinh mua hang gom 31 biln quan saL Trong dd, (1) thinh phin ding ca gom biln quan sat, (2) thinh phan gia gom bien quan sit, (3) thinh phan tim kilm thdng lin gom bien quan sit, (4) thinh phin thilt k l s i n phim gdm biln quan sat, (5) thinh phan kinh nghiem ban than gim biln quan sit Thang quyet djnh mua hing cua khaeh hang la thang Likert diem Cd 400 bin c^dv hdi dugc tie gii phit v i thu v l dugc 367 Sau logi di nhdng philu khao s i l khdng dat yeu c i u , t i c g i i chpn Igi 352 bin ttd Idi d l tiln hanh nhap lieu Sau lien hinh lim sgeh dd lieu, t i c gia da d b | du liiu khao sat hoin chinh vdi 340 mlu Quy trinh nghiin cdu thuc hign qua budc chlnh: Nghien ciJu djnh tinh: D i y la budc nghien cdu sa b| dugc thgc hi|n vdl ky thuit thio lugn nhdm v i phdng v i n thd Mye dieh eua phuang phip niy nhim dilu chinh v i bo sung thang eho eac yeu to inh hudng den quylt djnh mua hing Nghiin ciru djnh lugng: Day l i budc nghien cdu chinh thde thdng qua bang ciu hdi de thu thgp thing tin tu khieh hing d i n d i n mua sim quin ao thdl trang nu', thinh Nha Trang So ll|u thu thip So 1/2013 dugc se xir ly bang phan mem SPSS 16.0 Thang sau danh gia bang phuang phap h i so tin egy Cronbach's Alpha v i phin lieh nhin to khim phi EFA, phin tich hdi qui tuyen tinh dugc sd dyng d l kiem djnh md hinh nghien cdu III K^T QUA NGHIEN CO'U Ket qua danh g i i dp tin c$y thang bang he s l Cronbach's alpha Cae thang dugc dinh gia dp lin egy thdng qua h i so Cronbach alpha d l logi cie bien ric Cie biln ed h# s l tuang quan bien - biln ting nhd ban 0.3 s i bj loai v i tiiu chuin ehpn thang nd co h i so Cronbach alpha tu 0.6 trd len cd t h i su dyng dugc Irudng hgp khii nigm dang nghiin cuu la mdi hogc mdi d l i vdi ngudi tra ldi boi d n h nghien cuu (Nunnally & Burnsteln, 1994) Ket qua danh gia dd fin egy cho thiy, thang "dpng ea" d h i s l Cronbach alpha 0.757, "gii": 0.636; "llm kilm thdng tin' 0.725; "thilt ke sin pham": 0.612; "kinh nghiim bin thin": 0.746; "quylt djnh mua hing": 0.788 Nhu v i y t i t ca cie thang deu eo dp tin ciy d n thiet v i dugc sd dyng cho phan tieh nhan to kham phi d budc tiep theo K i t q u i phan tich nhan to kham pha (EFA) Kit q u i cila phin tich nhan to khim pha trinh bay bing dudi day Bang K i t qua p h i n tich nhan to kham pha (EFA) cho cac b i l n dgc l$p STT Nhan to Bien quan sdt T l i thudng mua quan i o thdi trang gilng nhdm ngudi m i tdi thfch 735 Quing eio v i truyen thdng ed t i c dpng rat Idn d i n quylt djnh mua sam quin ao cda tdi 621 Tnfdc mua quin i o mdi tdi thudng tham khao thdng tin tren mgng 543 Cic quin i o tdi mgc hau hit giong miu tren eic tgp chi thdi trang 724 Khi mua quin i o tdi thirdng hay tham khio y kiln ban be 585 Tdi thudng hay mua hing khuyen mil d l dugc giim g i i 622 y kiln cda gia dinh rit quan trpng tdi chgn mua quin i o cho minh 753 Tdi muon minh an mge thdi trang nen tdi mua quan iomdi 504 Tdi muln minh tre tnjng nin t l i mua quan i o mdi 686 •m Tdi muln minh de nhin nin tdi mua quan i o mdi 718 TRaflNG DAI HQC NHA TRANG » 159 So 1/2013 Tgp chi Khoa hgc - Cong nghe Thuy san 11 Toi muon minti tgo hinh anh dep tnjcrc mat mpi ngirori 733 12 Toi cho r^ng ioi song the hien qua each an mac 501 13 TOI hay xem bSo thai trang vi t6i nghT xem tiao thai Irang co the giup toi bat idp xu hu'O'ng thai trang nuac va the giai 616 14 Nhdn vien ban hang hieu ro ve san pham se giup toi d l dang viec iira chon Viii mua quin ao 550 15 06i vai toi, thiet VB quan ao rit quan 502 16 Kinh nghigm ban than giup toi rat nhieu quyet djnh mua quan ao 517 17 Khi quySt dinhmuaquanao mai toi hay mua iai nhan hieu cu ma toi da quen dung 759 18 Tdi mua quan ao cr cac cOa hieu chinh cua doanh nghiep hay cCra hang thai trang uy tin vi mua a tdi cSm thay yen tam 724 19 Khi mua quin tdi thu'dng hay mua a cac cOa hang tdi da mua trudc day 723 20 Khi mua quan ao tdi rat quan tam den gia cua san pham 747 21 Gta ca san pham cd anh hux^ng d4n quyet djnh mua quan ao mdi cua tdi 781 22 Tdi l Tgp chi Khoa hoc - Cong nghi Thuy sdn lugng thing k i F d gia t i 97.916 vdi Slg.=.000^, cic dgi lugng thong ke t deu d gia tri p-value
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