Tgp chi Khoa hoc - Cong nghe Thuy sdn KET QUA NGHIEN CL/U DAO TAO SAU DAI HOC CAC NHAN TO ANH Hl/dNG DEN THAI DO VA Y DINH MUA HANG TRlTC TUYEN TAI THANH P H NHA TRANG FACTORS AFFECTING THE ATTITUDE AND INTENTION TO SHOP ONLINE IN NHA TRANG CITY Nguyen Thi Kim Van', Qudch Thi Khdnh Ngor Ngaynhanbai 21/01/2013; Ngay phan bien thong qua 18/02/2013.Ngay duyetdang- 15/5/2013 TOM TAT Mua sdm Iruc tijyen Id mgt hinh thuc ciia Thuang mgi dien tii (TMBT), la hoat dong mua sam hdng hda/dich vu Ihong qua Internet Mi^c tieu cua nghien cieu ndy Id xdc dinh cdc nhdn to dnh hudng den thdi vd y dinh mua hdng true tuyin (MHTT) cua ngudi tieu diing tgi thdnh Nha Trang Cdn cii tren phuang phdp nghien dm dinh tinh vd dinh lugng, nghien cim de xudt mo hinh gdm cd sdu nhdn td Ket qud cuoi citng cho thdy He thdng todn sit huu dung vd su tin tugng la cdc nhdn to CO dnh httdngden thdi cua nguai tieu diing ddi vai vi^c MHTT vd y dinh MHTT Ddy Id mot nhung cdn cu quan trQng viec xdy ditng vd phdt trien chien luge kinh doanh nhdm thuc ddy nguoi tieu diing tham gia MHTT Tit khda • thucmg mai di^n tu, mua hdng tryrc tuyen, Nha Trang ABSTRACT Online shopping is a form ofe-commerce allowing consumers to directly buy goods or services from a seller over ihe Internet The aim of this research is to determine the factors affecting the attitude and intention lo shop online m Nha Trang city Based on qualitative and quantitative research methods, this research paper proposes a model consisting of six factors Thefinalresult shows that attitudes toward online shopping and intention lo shop online are affected by payment, usefulness and trust This is one ofthe important bases to set up and develop marketing strategies which encourage customer to shop online Keywords: e-commerce, online shopping, Nha Trang I DAT V A N o e Trong nhij'ng ndm g i n day cting vdi sy phat triln mgnh me eua Internet, MHTT da khdng edn xa Ig vdi nhieu ngudi tiiu diing Viet Nam hdng logt website kinh doanh trye tuyin ddi Vdi nhirng tinh ning uu vigt nhu ed the t i l l kiem thdi gian, tiin bae, eing sire , MHTT dupe dy bao se trd thdnh kdnh mua sim dupe nhieu ngudi tteu dung hudng trng vd sir dyng [8] Vi vdy, viee nghiin etru d l xdc djnh cdc nhdn to dnh hudng den thai dp dii vdl vi^c MHTT vd y djnh MHTT cCia ngudi tteu dimg Id viic Idm bet sirc d n Ihiet, qua dd gdp phan d i tten cung nhu khac phuc eae hgn ehe d n ton tgi eiia doanh nghigp kinh doanh trye tuyin nhdm dgt lai the egnh tranh ban Ket qua nghien cuu se eung d p cho ede doanh nghigp kmh doanh trye luyen sy hieu biet v i vigc iam the ndo de hudng ngudi tieu diing ed thii dg tich cyc vd y djnh mgnh me d i i vdi vige mua s i m trye tuyen, cung nhu i i m I h l ndo de kich thich ngudi lieu dung quan tdm, Hn tudng vd chgn kenh giao djch mua sam trye tuyin nhim thiic d l y hogt dgng MBTT tai Vigl Nam ndi chung v i Ihanh p h i Nha Trang ndi rieng ngdy cdng phat trien ' NguySn Th| Kim Van Ldp Cao hpe Quan tn kinh doanh 2010-Tardng Dgi hpe NhaTrang ' TS Qudch Th| Khinh Ngpc Khoa Kinh te - TnTdng Dgi hpe Nha Trang TRUONG OAI HOC NHA TRANG* 155 Tgp chi Khoa hoc - Cong nghe Thuy sdn 11 c a S d L V T H U Y ^ V A P H U ' O ' N G P H A P N G H I E N c t h i M i hinh TAM (Technology Acceptance Model) Sy hihi icb cam nhan (PU) Thai ^ s l i d i n g (ATU) ' E>irdinh hanh vi (BI) -» Su dung lhat su (AU) Sy de su dung cam nhan (PEOU) mnh I Md hinh TA_M |3| Md hinh TAM chuyen dupc dting de gidi thich hdnh vi chip nhan vd sir dyng eong nghe cua ngtreri diing Hai nhan t i co bdn ctia m i hinh TAM cd tde ddng t u c tiip din thdi dp d a ngudi tiiu dung id sy huu dyng earn nhgn (PU) va sy d l sir dyng cam nhan (PEOU) PU Id 'muc dp ma tnot nguai tin ring vjgc s u dvng mpt he thdng cu the se tam tang hi$u qua hay ndng suat lam viec cua hg', c i n PEOU Id 'muc ma mot nguoi tm ring s& dgng mot he thong cu the se khong can sir nd Igxf [3] Md hinh e-CAM (e-Commerce Adoption Model) Md hinh e-CAM bit nguon tir nin tang ty thuyit d a md hinh TAM va Thuyet nhgn Ihuc mi ro (Theory of Perceived Risk - TPR) [2J Ody Id m i hinh chuyen diing de khao sdt cac y l u Id bit djnh rui ro iTnh vyc CNTT ndi chung va TMDT ndi neng "Nhan thirc mi ro' duoc hieu Id 'nguoi tieu dOr}g tin r^ng se cd rwroneu mua san pham/dit::h vu bye tuyen' [7] Nhan thuc nii ro lien quan den san pham/dich VU (PRP) Y dinh su dung (PB) Nhan thuc rui ro lien quan den giao dich true tuyen (PRT) Hinb 2.11in>et nhan thvc Tnjng TPR, hdnh vi lieu dung san phim CNTT cd nhan Ihirc rui ro bao gom hai y i u t i l i nJi ro lien quan den sdn phlm/djch vy (PRP) vd nji ro lien quan den giao dieh tore tuyen (PRT) PRP lien quan den edc dgng nji n) nhu: m i l tinh ndng mit tdi chinh, m i l thdi gian mat ea hpi vd tong the chung d a edc bit dinh hay ki ngai dupe nhgn Ihuc bdi mpt ngirdi lieu diing d i i vdi mdt san pham/dich vy cy I h l MHTT PRT lgi lien quan d i n cac dgng rui ro md ngudi tiiu dung ed the phdi doi mat Iham gia giao djch trye luyln, dd la: sy bl mat tinh xdc thuc, sy khdng khudc tu vd nhan thtre rui ro toin bd v l giao djch trye luyln Mo hinh nghien cuu vd d c gia thuyet 3.1 Mo hinh nghi§n dm Ttr CO sd ly thuyet da trinh bdy Iren Ide gid d i 156 • TRUONG OAI HOC NHA TRANG rui ro TPR [2] xult md hinh nghien ctru dya tren nin tang ly thuyet ciJa m i hinh TAM va md hinh e-CAM de xdc ^rtx cac nhan to nham dy doan Ihii va y djnh MHTT d a ngudi beu diing Tuy nhien vl ddy Id d c m6 hinh nghien ctru d i i vdi ngudi lieu dung nude ngoai nen thang cac m i hinh ndy d u a thgt sy phii hpp vdi mdi trudng Vigt Nam Ngoai ra, cdn cu v i o tinh hinh Ihyc t i cung nhu ttidi quen Ihanh lodn vd sy tin tudng d a ngudi beu diing Viet Nam noi chung vd ngudi tieu dting Tp Nha Trang ndi riing dif vdi boat dpng mua sdm trvc tuyin, tdc gia da dieu chinh Ihang bing viec tham ktiao y kiin cua cdc gidng vien d i n b> d c tnrdng dai hoc, nha quin ly nhan vien hogt dpng linh vyc CNTT va cac doanh nghigp kmh doanh trye tuyen Ket qud m i hinh nghidn ctru ed dang sau: Tgp chi Khoa hgc - Cong nghe Thuy sdn Nhan thiic sy hihi d\mg (PU) N h ^ thijrc sy de sir dyng (PEOU) Nhan thiic rui ro Hen quan d£n san pham/ dich vu (PRP) Thai dp sii dung Y dinh sii dung Nhan thiic nii ro lien quan den giao dich bvc tuyin (PRT) H? thong toan (PAY) Sir tin tuong (TRUST) Hinh Mo blnb 3.2 G/5 thuyk nghiSn cOv 3.2 Sy htru dung (Perceived usefulness - PU) Sy hiru dyng duoc hilu la "mirc m i mgt ngudi tin ring viic sir dyng m i l h i thing cu the se lim tdng hiiu q u i hay nang suit Idm viic eua hp" [3], Nhiiu nghidn cuu da chi mil quan he gitra PU v i sy chip nhdn h i thing thing tin cua ngudi su dyng VI vay, cae nhi nghien ciru cho ring ngudi lieu dimg se MHTT neu hp nhan thuc duoc viec MHTT se giup ho dat dupc higu suit mong muin Gid thuylt de xult: H, Nhan Ihirc su hiru dyng eua viec mua s i m trye luyen cd mil quan hg cting ehieu vdi thii v i y djnh mua s i m trye tuyen 3.2.2 Sy de sir dyng (Perceived ease of use PEOU) Nhgn Ihirc linh de sir dung (PEOU) dupe hieu id "mue dp md mpt ngudi tin ring sir dyng mgt he thing ey the s i khing d n n6 lyc" [3] PEOU ed anh hudng d i n y djnh su dyng vd y dinh su dyng se anh hudng d i n sir dyng thit sy Neu ngudi lieu diing nhdn thiy vigc tim kiem thing tin xde djnh thdng tin v l hdng hda/djch vy cung nhu vige dgt mit don hdng Id d i ddng hp se d i sir dyng hon H^: Nhgn thirc sy d i sir dyng eua vigc mua sim trye tuyin d moi quan h i eung chilu vdi Ihdi dp va ngbien cuu y djnh mua sam trye tuyen 2.3 Nhan thirc rui ro lien quan den sdn pham/djch vy (Perceived Risk wilh Product/Service - PRP) vd riii ro lien quan den giao dieh trye tuyen (Perceived Risk in the Context of Online Transaction - PRT) Do die tinh "khdng sd thiy dupc" cua cic hang hda/djch vu Irong b i i d n h ciia MHTT ngudi lieu diing cam thiy lo lang giao d!ch trye tuyin [4] Hg e nggi v i chat iupng hdng hda/djch vy, ve chinh sdch d i i , Ird Igi vd gia cd, Nhirng lo lang vd sy e nggi ndy ldm eho ngudi tieu diing nghT rang eo nhung rtii ro lien quan den sdn pham/djch vu Do dd ho se khing san iing giao djeh Ngodi mua bdn tren internet cdn la mdi Irudng thugn Ipi de thye hien eic hinh vi gian ign bdi ngudi ban vd ngudi mua khdng datyc gap tn/c tiep va ngudi mua chi e i the biet thong tin ve hdng hda thdng qua hinh anh m i td tren website chir khdng kiem tra chll lupng hdng ehinh vi vgy, ngudi tieu dimg vin cdn ngan ngai MHTT Tuy nhiin, khong ehi cd ngudi mua mdi Ird Ihdnh ngn nhdn, nhiiu ngudi ban hdng tren mang internet cung roi vdo d n h giao hdng roi ma khdng duoc toan hay bj todn bing the tin dyng gia Tdm lai, cdm nhdn riii ro Id ky vpng mang tinh chit beu eye Khi ngudi tieu dting cam nhin viee TRUONG DAI HOC NHA TRANG • 157 Tap chi Khoa hoc - Cong nghe Thuy sdn MHTT cd kha nang lam hp bj m i l mdt ve mdt thdi gian, lien bac, cdng sire hay tham ehi cd the bj edng thing ve mat tam iy, thi nhu vay ho se cam nhdn dupe nhirng khfa egnh lieu eye cua viec mua hdng ndy, Vd ho d m nhgn dupe khia eanh lieu eye Ihl thai dp lien quan den vigc ddnh gia sd thieh lien quan den vigc MHTT d a hp se suy giam Gia thuyet de xuat H3: Nhgn thtre rui ro lien quan din s i n phim/ djch vy d mil quan h i ngupc chieu vdi thii v i y djnh mua sam trye luyin H^: Nhgn thirc rtii ro liin quan den giao djch trye tuyin d mii quan h# ngupe chieu vdi thai dp v i y djnh mua sam true tuyen 3.2.4 Hg thong Ihanh lodn (PAYMENT - PAY) Ndi den mua ban ln,re luyen thi ngoai cie yeu to nhu ngudi cdng nghg website, vigc giao hang, thi phuang thue toin cung ding vai trd rit Idn quyit djnh sy thdnh bgi eOa mit doanh nghiip kinh doanh tn/c luyin Mgt hgn che rit idn Ihdi gian qua cua hogt dgng kinh doanh trye tuyen d nude ta la toin trye tuyen, bdi mlu chit de mpt Ihuang vy mua bdn tn/c tuyen thdnh eing Id phdi d h i thing ddm bdo eia ngdn hdng VI vdy, thilu d n g cu todn trye tuyen id nguyen nhin co bin nhit khien hogt dpng kinh doanh In/e tuyen ciia ta chgm phit tnln [9] Gii thuyet de xult: Hj! H i thing lodn d mii quan h i cting chilu vdi thai vd y djnh mua sam trye tuyin 3.2.5 Sy tin tudng (TRUST) Sy tin tudng MHTT lien quan den vige n i c i ddp trng dupc ky vpng cCia ngudi lieu dting doi vdi vigc MHTT hay khing Vi du nhu ngudi tidu diing ky vgng vige MHTT d ddy se Id hang ddm bdo dting chll lupng, diing nhu eii hg hinh dung dgt mua, hay Id eac thing tin cd nhdn cua ho se dupc bao mgt, Va vi vgy niu nhu ngudi beu dung bn tudng vdo dieu dd vd dieu ddp trng dting nhu hp mong dpt thi nd se iim eho hp cam Ihay thdi d i ciia hp dii vdi viic MHTT l i r l i cd Ipi va dd sy tin ludng MHTT eang Idn thi thai dp tfch cue d i i vdi viic mua hdng se cdng cao [10] Hg: Sy tin ludng mua sdm tn/c tuyin cd mil quan hg eimg chiiu vdi thii vd y djnh mua s i m fri/c tuyen 3.2.6 Thai dp doi vol viic mua hing tn/e luyin v i y djnh mua hang trye tuyen Trang hau hit cic nghien etru v i vige chip nhin edng nghg [1,6,5], Ihii dg eiia ngudi tieu dimg tiem nang d i i vdi viec MHTT diu c i trude y djnh MHTT Hay ndi each khac niu ngudi tieu dting d 158 • TRUONG DAI HOC NHA TRANG So 2/2013 thai beu dung tich cyc Uii duong nhien hg se ed •j/ dinh tieu dting tieh eye Gia thuyit d i xult H^: Ton tgi moi quan he giua thdi d i vdi y djnh mua sam tn/c tuyin Phtrong phdp nghien ciru Nghien cuu dupc Ihyc hl^n thing qua hai bude: Nghiin ctru so bp (phuong phdp djnh tinh) bing phuang phap thao luan tn/c bip vdl cdc giing vidn d i n ttr cic tnrdng dgi hpe, nhd qudn 1;/, nhdn vien hogt ding IFnh vye CNTT vd cdc doanh nghigp kinh doanh trye tuyen Nghiin ctru chinh thirc (phuang phdp djnh iupng) bing phuang phap phong van ede c i nhan da tirng tham gia mua ban trye luyen Ihdng qua bang cau hit khdo sdt trye tiep vd bdng edu hdi khio s i t trye tuyin (cing cy google forms) da dupe thilt k i san Bang eau hdi dupc xdy dyng dya trdn thang da hieu chinh v i dupc ludng trin Ihang Likert diem vdi Id hodn todn khing ding J va i i hoin toin ding "i/ D i i lupng chpn miu Id ede ca nhan tai Tp Nha Trang dd ttrng Iham gia mua ban trye tuyin Nghien euu dupe Ihyc hign tgl Tp Nha Trang Irong Ihdng vd 8/2012 Dir ligu thu thap sau nhdp ligu vd idm sgeh dupe xir ly bing phin mem SPSS 16.0 Phan tich dtr ligu se dupc thye hign thdng qua hai budc: Dinh g i i d i tin cdy cOa thang bing h i s i Cronbach Alpha vd d i gii trj bang phdn tich nhdn l i kham p h i EFA Tiep theo, phdn lich h i l quy nhdm kiim djnh sy phii hpp d a md hinh vd ddnh gid mirc d i quan trpng ciia d c nhan to anh hudng den thdi dp vd y djnh MHTT cua ngudi diing IH K t T QUA NGHIEN CUU VA T H A O L U A N Mauthuth^p Dtr lieu phdn tich vdi cd mlu Id N = 200 Ket qua thong ke eho Ihly ed 41.5% ngudi nam va 58.5% ngudi ntr Iham gia tra ldi bdng d u hdi Mac dil t^ Id nu tham gia vdo nghien ciru ndy nhieu han nam nhung ehinh lgch ndy l i khdng ding k i Trong mau, s i ngudi thuic nhim tuii tir 25 din dudi 35 chiim da s i vdi ty Ig 50,5% Phan b i mlu theo trinh hge van cho Ihay so ngudi d trinh d$ Cao ding/ Dgi hoc chiim da s i vdi 75.5% Cing vige chuyin mon chiem da s i thugc nhdm nhan vidn vdn phong vdi 46% kit qua niy Id hop ly bdi day l i nhim doi tupng thudng xuyen tiep xue vdi Intemet Phdn bo mau theo mirc Ihu nhgp cho thiy chiim da s i Id nhdm d mirc thu nhgp Iir d i n dudi triiu ding/ thing vdl 60.5% Tgp chi Khoa hoc - Cong nghe Thuy sdn S6 2/2013 sir dyng" cd Sig > 0.05 nen khdng ed y nghTa thong ke b Phan tfch hoi quy da bien vdi biln "Thdi d i " : Dua bin bien ddc lap cd y nghTa thong kd sau phan tieh tuong quan vao phdn tieh hii quy bing phuong phdp Enter de chpn Ipc dya Irdn tiiu chi chon nhung bien co muc y nghTa 0.05 Dp tin c$y vd gid trj cua cdc luvmg 2.1 Phan tich Cronbach Alpha va phan tich kham pha EFA Kit q u i phan lieh hg s i CnDnbach Alpha cho thay tir 38 myc hoi ban d i u , sau logi bd ba myc hoi d h i so tuang quan bien ling Ihip (50%) he so tai nhdn t i Idn nhat eua moi bien quan sdt d i u trdn 0.5 nen tat d cdc bien deu cd y nghTa Siu nhdm nhin t i dupc hinh Ihdnh sau phdn tfch EFA dd Id: (1) He thing todn, (2) Rtii ro lien quan den giao djch tn/c tuyen, (3) Sy de su dyng (4) Sy hiru dyng, (5) Sy tin tudng v i (6) Rui ro lien quan den hang hda/djch vu 2.2 PhSn tich h6i quy a Phdn lich tuong quan Kit qua phdn tfch ma trin he s i tuong quan cho thiy bin bien dpe ldp "Hg thing Ihanh loin" "Sy de su dyng", "Sy hiiu dyng" vd "Sy tin ludng' diu e i su luang quan vdi bien phy thupe "Thai dp sir dyng' vl cd hg so luang quan thip nhit l i 0.386 v i t i l d deu c i Sig < 0.05 vdi mirc y nghla 1% Riing hai bien "Rui ro lien quan d i n giao djch trye tuyen" v i "Rui ro lien quan den sdn phlm/djch vy" khing cd sy tuong quan vdi bien phu thugc "Thii Nhu viy, kit qua euoi eiing cho thiy chi ein ba bien d tdc dgng d i n thai dg cua ngudi beu diing doi vdi vige MHTT vd dupe gitr iai m i hinh, l i : (1) Sy hij-u dung, (2) He thong Ihanh loin vd (3) Sy tin tudng phy thupc "Thil dp sir dung" Bdng Ket qud hoi quy vdi bien Coefficients' Unstandardized Coefficients Model B standardized Coefficleols Std Error Seta sig 1.974 050 000 000 795 864 1.258 1.157 000 908 1.102 (Constant) F1 PAY 589 327 298 064 328 5.125 F4PU 276 249 068 249 058 258 062 319 F6 TRUST Colllnearlty statistics • Tolerance VIF a Dependent Variable; ATU Phdn tich h i i quy da bien v i tdc dgng eua bien Tlidi dg doi vige MHTT vdi bien Y d]nh MHTT: Vdi mirc tin egy lya chgn l i 95%, k i t qud phdn tich h i i quy cho thiy biin "Thai dg" ctia md hinh tdc d i n g cd y nghTa thing ke l i n bien ""Y" djnh" (sig=0.000) H i s i R= hieu chinh = 0.359 cho biet long the 35.9% biln "V djnh" dupc gidi thich bdi biin "Thdi dg" Cie bien dge lgp deu cd hg so tuong quan Pearson u niy Nhu vdy, d n 64,7% phuang sai d a y i^nh su dyng dupe gidi Ihich bdi d c ylu l i ben ngoai d a m i hinh d i Id nhirng ^dnh phin chua dupc d i d p m i hinh nghidn cdu d l xulL Vin dl ndy cung dupe de xult cho edc nghien ctm tilp theo Tgp chi Khoa hoc - Cong ngh4 Thuy sdn TAI LIEU THAM KHAO Ajzen, I & Madden, T J., 1986 Prediction of goal-directed behavior: attitudes, intentions and perceived behavioral control Joumal of Experimental Social Psychology, Vol.22,453-474 Bauer, R.A, 1960 Consumer behavior as risk taking In R S Hancock (Ed) Dynamic marketing for a changing world Proceedings ofthe 43"" conference of the Amenean Marketing Association, 389-398 Davis, F D., 1989 Perceived usefuhiess, perceived ease of use, and user acceptance of mformation technology The Management Information Systems Quarterly, Vol 13, No.3, 318-339 Park J„ Ahn, J & Lee, D , 2001, On the explanation of factors affectmg e-Commerce adoption Journal of ComputerMediated Communication, Vol 1-40 5, Pavlou, A P 20O3 Consumer acceptance of electronic commerce integrating tmst and risk with the technology acceptance model Electtonic Commerce Vol.7, No.3, 101-134 Venkatesh, V., 2000 Determinants of perceived ease of use: integrating mformation systems research, Vol.U, No.4.342-336 Wang, Y S., Wang, Y M , Lin H, H & Tang, T, I,, 2003 Detenninants of user acceptance of mtemet banking an empirical study International Joumal of Service Industry Management Vol.U, No 5, 501-519 ffebsite: http./Zdantn.com.vn {http://dantn.com vn/kinh-doanh/no-ro-dich-vu-mua-sam-qua-mang-687442.htm) http//vntrades,com(http.//wwwvntrades,com/Phat-trien-Thuong-mai-dien-m-Khong-de.sid-43769 htm) 10 http;//www.brandchannel.com(http://wwwbrandchaimel.com/papers_review.asp''sp_id=1238) TRUONG OAI HOC NHA TRANG - l i i ... hoin toin ding "i/ D i i lupng chpn miu Id ede ca nhan tai Tp Nha Trang dd ttrng Iham gia mua ban trye tuyin Nghien euu dupe Ihyc hign tgl Tp Nha Trang Irong Ihdng vd 8/2012 Dir ligu thu thap sau... viic mua hdng se cdng cao [10] Hg: Sy tin ludng mua sdm tn/c tuyin cd mil quan hg eimg chiiu vdi thii vd y djnh mua s i m fri/c tuyen 3.2.6 Thai dp doi vol viic mua hing tn/e luyin v i y djnh mua. .. dting Tp Nha Trang ndi riing dif vdi boat dpng mua sdm trvc tuyin, tdc gia da dieu chinh Ihang bing viec tham ktiao y kiin cua cdc gidng vien d i n b> d c tnrdng dai hoc, nha quin ly nhan vien