Kết thức biệt thức và ứng dụng

đại học thái nguyên Tr-ờng đại học KHOA HọC HONG THỊ HOÀN KẾT THỨC - BIỆT THỨC VÀ ỨNG DỤNG LUN VN THC S TON HC thái nguyên - năm 2014 đại học thái nguyên Tr-ờng đại học KHOA HọC HOÀNG THỊ HOÀN KẾT THỨC - BIỆT THỨC VÀ ỨNG DỤNG LUẬN VĂN THẠC SĨ TOÁN HỌC Chuyên ngành: PHƯƠNG PHÁP TOÁN SƠ CẤP Mã số: 60 46 01 13 Người hướng dẫn khoa học: PGS.TS ĐÀM VĂN NHỈ Thái Nguyên, 2014 g iA m n g h eo tr o n g boi can h BIEN DOI KHI HAU VIET NAM Vu T h | H oai T hu*, Le Q uoc H 91** Ngay nhan: 25/5/2014 Ngay nhan ban sura: 26/6/2014 Ngay duy?t dang: 29/6/2014 Tom tat: Viet Nam da dat dirge nhung tuu an tugng cong cuoc giam ngheo hai thap ky qua Tuy nhien, cac nghien ciru gan day ve giam ngheo deu eho rang eong cuoc giam ngheo a Viet Nam van chira hoan Ben canh do, Viet Nam hien dang phcii doi mat v&i nhung thach thuc m&i ve giam ngheo lien quan den tac dong cua khung hoang kinh te, su khong phii hap cua mo hinh tang tru&ng hien tai doi v&i linh vuc giam ngheo lam gia tang bat binh dang ve thu nhap va co hoi, lam phat, gia hoa dan so, di dan nong thon-do thi, va dac biet la s u bien doi bat thu&ng cua hau Bien doi hau dirge du doan se keo liii nhim g qua ve phat trien va giam ngheo & Viet Nam tac dong den sinh ke, viec lam va thu nhap cua nhung ngu&i ngheo de bi ton thuang tru&c tac dong cua bien doi hau Chinh vi vay, chinh sach giam ngheo boi canh bien doi hau can dugc hoach dinh theo hu&ng (i) ini tien cac nhom bi ton thucmg nhat, bao gom nguai ngheo nong thon, dan toe thieu so va phu nu, (ii) tang cuomg he thong an sinh xa hoi (bao hiem xa hoi, trg giitp xa hoi va cac chuomg trinh ho trg) va (Hi) long ghep cac chinh sach giam ngheo v&i cac chinh sach thich irng v&i bien doi hau Tir khoa: bien doi hau, ngheo doi, giam ngheo Gioi thieu Giam ngheo va dam bao an sinh xa hoi luon la nhung muc tieu quan cua phat trien kinh te-xa hoi cua cac quoc gia The gioi hien co ty nguoi va uac tinh vao nam 2050 se co ty ngircri sinh song tren trai dat Mot phan tu dan so o cac nuoc dang phat trien van dang song voi mire thu nhap dirdi 1,25 USD mot Mot ty nguoi thieu nuac sach; 1,6 ty nguoi chua co dien va khoang ty nguoi chua dugc huong dieu kien ve sinh phu hop Mot phan tu tre cm a cac nuoc dang phat trien b] suy dinh duong (Ngan hang The gicri, 2010) Nhung so tren cho thay xoa doi giam ngheo va phat trien ben vimg van se la nhung iru tien tarn tren toan cau va giai quyet nhung nhu cau van dang la uu tien hang dau cua cac quoc gia dac biet la cac nuac dang phat trien O Viet Nam, giam ngheo khong chi la mot nhimg van de chinh sach quan ma la mot van de xa hoi noi bat thu hilt sir quan tarn nghien So 205 thang 7/20I4 ciru cua cac to chuc va ngoai nuoc Cac nghien ciru ve giam ngheo o Viet Nam dugc thuc hien kha scrm, khoang tir dau thap ky 1990 va dugc gan voi viec thuc hien chinh sach giam ngheo quoc gia Theo thoi gian, cac huong nghien ciru ve giam ngheo o Viet Nam cung co sir thay doi Cac nghien ciru ve giam ngheo o Viet Nam truoc day chu yeu de cap den khia canh kinh te cua ngheo (ngheo thu nhap) cac chinh sach giam ngheo o Viet Nam thoi ky thucmg gan voi yeu to kinh te Gan day dac biet tir nam 2010 cac muc tieu giam ngheo o Viet Nam chu den giam ngheo ben virng thi cac nghien ciru ve giam ngheo o Viet Nam bat dau tiep can theo huong gan ket yeu to kinh te vcn yeu to xa hoi (ngheo da chieu) Neu nhu cac nghien ciru ve ngheo ban dau thuong dugc chu o \Ting sau \ iing xa viing dan toe thieu so (la nhimg khu \ uc ma cac chinh sach giam ngheo cua Chinh phu dang bao phu) thi gan day cac nghien ciru ve ngheo o thi bat dau xuat hien (do tac dong cua su phat kinhteihaii bidn doi hau, cac hoat dong sinh ke dugc thuc hien se bj anh huong Hoat dong sinh ke bi anh huong truoc tac dong cua bien doi hau se anh huong den cac ket qua sinh ke dat dugc dac biet la viec lam va thu nhap Vi du, nuoc bien dang gay ngap lut dien tich dat trot se lam cho ho gia dinh khong the trot tren dien tich dat bi ngap lut, tir lam anh huong den thu nhap tir trot ciia ho gia dinh Do do, bien doi hau co the lam gia tang tinh trang ngheo doi cua ho gia dinh trien kinh te-xa hpi nhu lam phat, khung hoang kinh te, di d a n , anh huong den dcri song cua nguai dan thi) Cac nghien cum ve giam ngheo a Viet Nam, du ducrc thuc hi?n boi cac to chuc hay ngoai nuoc, deu cho rang Viet Nam da dat dugc nhung tuu an tugng cong cuoc giam ngheo hai thap ky qua Tuy nhien, cong cuoc giam ngheo a Viet Nam van chua hoan va Viet Nam hien dang phai doi mat voi nhung thach thuc m ve giam ngheo, co thach thuc tu su bien doi hau toan cau Viet Nam da dugc xac djnh la mot 30 quoc gia co nguy co cuc doan bien doi hau, dong thoi, nhung qua quan ve giam ngheo hien ducmg nhu dang tien den gioi han Do do, nghien ciru ve giam ngheo nhung nam tai da dat yeu cau cap thiet ve su can thiet phai thay doi cach thuc giam ngheo ma Viet Nam dang thuc hien de ung hieu qua hon truac thach thuc bien doi hau doi voi cong cuoc giam ngheo Bien doi hau tac dong manh nhat den nguoi ngheo vi nhung ly sau: Thu nhat, sinh ke chinh cua ngucri ngheo (nhu nong nghiep, lam nghiep, nuoi trong, va danh bat thuy san) thucmg gan voi cac nguon lire tu nhien nhay cam voi hau nen nguoi ngheo se la doi tugng bj anh huong nang ne nhat cac nguon luc bj ton thuang truac tac dong cua bien doi hau Trong boi canh bien doi hau, nong nghiep la nganh de bj ton thuang nhat phu thuoc true tiep vao cac nguon tai nguyen thien nhien nhay cam voi hau Tinh trang ngap lut nuac bien dang va xam nhap man a khu vuc ven bien se lam mat hoac thu hep dien tich dat canh tac; nhiet tang, han han (va thieu nuoc tucri) se anh huong den sir phan bo cua cay va lam giam nang suat; tir anh huong den san lugng luang thuc va van de an ninh luang thuc quoc gia Nguoi ngheo co sinh ke chinh la nong nghiep, do se bj ton thuang nhieu nhat truac tac dong ciia bien doi hau Moi lien he giua ngheo doi va bien doi hau da dugc ghi nhan tren toan cau nhung cac nghien cuu ve giam ngheo boi canh bien doi hau a Viet Nam chua nhieu Bai viet tong hgp va phan tich mot so tac dong cua bien doi hau den ngheo doi a Viet Nam dua tren mot so nghien cuu ban dau ve chu de M ot so ggi y chinh sach ve giam ngheo boi canh bien doi hau a Viet Nam dugc dua dua tren cac ket qua phan tich va danh gia ban dau ve ngheo doi gan voi bien doi hau Bai v ilt gom bon noi dung chinh: Co so ly thuySt ve tac dong cua bien doi hau den ngheo doi; t6ng quan ve ngheo doi va giam ngheo a Viet Nam; phan tich tac dong cua bien doi hau den ngheo doi a Viet Nam; va de xuat mot so ggi y chinh sach ve giam ngheo boi canh bien doi hau a Viet Nam Thu hai, ngucri ngheo thucmg song tap trung o cac viing co dieu kien kho khan ve thoi tiet, dia hinh va han che ve nguon luc san xuat nen hg de bi ton thuang han, do ho thucmg kho co dieu kien de thoat ngheo va nhom can ngheo rat de rai vao ngheo doi Phan lan nguai ngheo song a khu vuc nong thon, dac biet a viing ven bien va viing nui cao, la nhung khu varc de bi ton thuang nhat nam a vi tri Co1so1ly thuyet ve tac dong cua bien doi chiu nhiing tac dong true dien nhat tir bien doi hau den ngheo doi hau Bien doi hau cung lam cho viec tiep can V6 ly thuyet, tac dong cua bien doi hau den cac nguon von tin dung de giam ngheo ciia nguai ngheo doi thucmg dugc the hien thong qua tac dong ngheo tra nen kho khan hon nhieu nguai se cua bidn doi hau den sinh ke Trucrc het, bien doi khong co kha nang tra ng cu cung nhu lam cho chi hau (voi cac bieu hien nhu nhiet tang, muc phi ngucri ngheo phai bo de dap ung cac nhu c4u nuac b iln dang va cac hien tugng thoi tiet cuc doan ve luang thuc thuc pham va kham chua benh cang nhu bao, lu lut, han han ) gay anh huong den cac gia tang N guoi ngheo khong chi de bj t6n thuang ngudn lire sinh ke, dac biet la cac nguon luc tu nhien bai bien doi hau ma kho co kha nang phuc (nhu ddt, nuac, tai nguven thuy san) va cac nguon hoi sinh ke truac cac tac dong so vai cac nhom luc vat chSt (nhu ducmg sa, he thong thuy lgi, mang khac han che ve nguon luc Cac tac dong ve y tS lirdi dien) nhay cam vcn su bien doi cua hau Khi cua bien doi hau doi vai nguai ngheo cang lan ngudn luc sinh ke bj ton thuang truac tac dong cua ho thieu nuac sach va di tot x§u than thien ac cam Va phan xu huonsz hanh vi noi len xu hudng ngudi tieu dimg se thuc hien mot hanh dong cu the Theo Davis (1989) TAM la mo hinh cung cap co so cho viec khao sat tac dong cua cac \c u to hen ngoai vao cac yeu to ben la tin tu o n j (!n va y dinh Trong mo hinh ba ph^ bi gicn han du doan viec thuc hien cac cua ngudi tieu dung ma hp khong the kic 72 “I! Hinh 1: Md hinh chap nhan cdng nghe Ngudn: Davis (1989) duac; yeu to ve thai doi vai xu hudng hanh vi nhan thuc tinh de sir dung ciia cac banner quang cao Mo hinh TAM khac phuc nhugc diem dua tren true tuyen co anh hudng tich cuc den thai cua sir phat trien tu thuyet hanh dong hop ly TRA (The­ ngudi tieu dung true tuyen doi vdi loai hinh ory of Reasoned Action) va hanh vi du djnh TPB Cac yeu to mo hinh OBA cua Efosa (2009) (Theory o f Planned Behaviour), di sau han vao giai da dugc rat nhieu tac gia nghien ciru va tim moi thich hanh vi du dinh va sir dung cong nghe cua lien he giua chiing Davis (1989) cho rang mot he ngudi tieu dung bang each bo sung them hai nhan to thong co hudng dan de hieu se giup ngudi sir dung tac dong true tiep den thai ngudi tieu dung la nhan su hiru ich cua he thong, tir tao thai nhan thuc huu ich (PU) va nhan thuc tinh de su tich cue cua ngudi sir dung doi vdi he thong Komiak & Benbasat (2006) chung minh rang quang dung (PEOU) Efosa (2009) da xay dung mo hinh quang cao cao dung nhu cau se giiip ngudi dung cam nhan duac lai ich quang cao, tir cung tac dong den thai banner true tuyen (OBA- The Online Banner Ads) ciia hp Vijayasarathy (2004) cho rang viec ngudi Mo hinh OBA cua Efosa (2009) giai thich nhirng sir dung cam thay thong tin ca nhan cua minh dupe yeu to tac dong tich cue cua thai doi vdi quang bao ve se mang lai thai tich cue cua hp den dich cao banner tren y dinh nhan vao quang cao OBA vu true tuyen Milgrom & Roberts (1990) va giai thich rang ca hai yeu to nhan thirc sir hiru ich va Wolinsky (1983) cho thay khuyen mai hap dan cung Dua tren nen tang va bo sung mo hinh TAM Hinh 2: Md hinh quang cao banner true tuyen 73 kinh tOJhal trien doi thoi quen, thj hieu nen quang cao true tuyen hien chua phai la lira chon so mot cua hp Thuc tien cho thay co rat nhieu cac banner quang cao tren cac trang web nhung ty le ngucri truy cap Internet nhan vao banner quang cao chua nhieu Vay thai ngudi dimg doi vdi banner quang cao true tuyen nhu the nao, cac yeu to nao tac dong khien hp nhan vao banner? Day van la nhung cau hoi ma nhieu doanh nghiep va cac nha quang cao true tuyen phai quan tam Nghien cuu dupe thuc hien nham muc dich tim mot mo hinh the hien moi quan he giua cac yeu to tac dong den y djnh nhan vao banner quang cao true tuyen cua ngudi su dung Internet tai TP.HCM, tu dua cac giai phap nang cao hieu qua cua cac banner quang cao true tuyen De thuc hien dupe muc tieu do, bai viet can thuc hien cac muc tieu cu the, co ban sau: - Xac djnh cac yeu to tac dong den y djnh nhan vao banner quang cao true tuyen cua ngudi sir dung Internet; - Xem xet muc anh hudng cua thai ngudi su dung Internet doi vdi banner quang cao true tuyen den y djnh nhan vao banner; - De mot so kien nghj va giai phap giup nha quang cao thiet ke banner quang cao phu hop de dat hieu qua cao Cff sd ly thuyet 2.1 Cac khai niem Tren the gidi, cac khai niem “quang cao true tuyen” , “quang cao online”, “quang cao tren Internet” xuat hien tir nam 1994 Quang cao true tuyen la loai hinh quang cao dupe the hien tren Internet, dac biet la cac trang Web Mot nhung loi ich cua viec quang cao true tuyen la cho phep cong bo thong tin lap tuc ma khong bj gidi han bdi vi tri dja ly hay thdi gian Banner quang cao goi la quang cao hien thj, la mot nhung dinh dang bien cua quang cao Internet co dang hinh chu nhat la hinh tinh hoac hinh dong, thudng ket hop mot doan van ban ngan vdi mot thong diep hinh anh de tiep thj cho san pham “Thai do” la mot khai niem cuc ky quan ma cac nha tiSp thj thudng sir dung nghien cuu ve khach hang tieu dimg Thurstone (1931) xem "thai do” la mot lupng cam xuc cua mot ngudi v ed o i vdi mot ddi tuong M d rong hon khai niem ciia Thur­ stone (1931), Allport (1935) djnh nghla “thai do" la So 205 thdng 7/2014 mot trang thai tri tue ve su san sane hoi dap dupe dinh hinh qua kinh nghiem va co tac dong mpt cach dong va/hoac true tiep den hanh vi Qua trinh hinh thai cua mot ca nhan chiu su anh hudng ciia nhieu yeu to va phai trai qua mot khoang thdi gian nhat djnh Cac yeu td anh huong den thai dp bao gom: (l)Y eu td tam ly, (2)Yeu to van hoa, (3)Yeu td xa hpi va (4)Yeu td ca nhan Y dinh de nhan vao banner quang cao true tuyen la muc ma ngudi dung Internet san sang de cho banner quang cao ho tro hp dua quyet dinh mua san pham va djch vu Thai ddi vdi banner quang cao bai viet la nhimg cam xuc tich cuc hay tieu cuc ciia ngudi dung Internet ddi vdi banner quang cao true tuyen Neu khach hang co thai tich cuc thi kha nang nhan vao banner quang cao se cao hon va ngupc lai 2.2 Ly thuyet ve cac yeu td tac dong den y djnh nhan vao banner true tuyen De xay dung md hinh ve cac yeu td tac dong den y dinh nhan vao banner true tuyen bai nghien ciru da van dung cac md hinh gom: (1) Md hinh ba phan thai (Tricom ponent A ttitudes M odel) (Schiffman & Kanuk, 2000), (2) Md hinh ch4p nhan cdng nghe (Technology Acceptance M odel) (Davis, 1989), va (3) Md hinh quang cao true tuyen (OBA -O nline Banner Ad) (Efosa, 2009) Theo Schiffman & Kanuk (2000) md hinh ba phan thai gom cac phan co ban sau: (1) Nhan biet (Cognitive component) (2) Cam xuc (Affective component), va (3) Xu hudng hanh vi (Conative component) Thanh p h in nhan bi£t bidu hien sir nhan biet ciia ngudi tieu dung \h mot chuang trinh quang cao nao Nhan bidt the hien o dang tin tuong hay noi cach khac ngucn tieu dimg tin rang quang cao co nhung dac trung nao ma hp mong dpi Cdn cam xuc the hien a su danh gia Ngudi tieu dimg danh gia quang cao o dang tot xau, than thien ac cam Va phan xu huontj hanh vi noi len xu hudng ngudi tieu dimg se thuc hien mot hanh dong cu the Theo Davis (1989), TAM la md hinh cung c4p co so cho viec khao sat tac dong cua cac veu td ben ngoai vao cac yeu td ben la tin tuong thai va y djnh Trong md hinh ba phan thai bi gidi han du doan viec thuc hien cac hanh vi cua ngudi tieu dimg ma hp khong the kiem soat 72 L ;_L iil » Hinh 1: Md hinh chap nhan cdng nghe Nguon: Davis (1989) duac; yeu to ve thai doi vai xu hudng hanh vi nhan thuc tinh de su dung cua cac banner quang i Mo hinh TAM khac phuc nhuac diem dua tren su phat trien tir thuyet hanh dong hop ly TRA (The­ true tuyen co anh huang tich cuc den thai c ory o f Reasoned Action) va hanh vi du djnh TPB (Theory o f Planned Behaviour), di sau han vao giai Cac yeu to mo hinh OBA cua Efosa (20( da duac rat nhieu tac gia nghien ciru va tim n thich hanh vi du dinh va sir dung cong nghe cua lien he giua chung Davis (1989) cho rang mot nguai tieu dung bang cach bo sung them hai nhan to tac dong true tiep den thai ngudi tieu dung la thong co hudng dan de hieu se giup ngudi su du nhan su hiru ich cua he thong, tir tao thai nhan thuc huu ich (PU) va nhan thuc tinh de sir dung (PEOU) tich cuc ciia ngudi sir dung doi vdi he thong < ngudi tieu dung true tuyen doi vdi loai hinh Komiak & Benbasat (2006) chimg minh rang qua Dua tren nen tang va bo sung mo hinh TAM cao dung nhu cau se giiip ngudi dimg cam nh Efosa (2009) da xay dimg mo hinh quang cao duac lai ich quang cao, tir cung tac dong den tl banner true tuyen (OBA- The Online Banner Ads) ciia ho Vijayasarathy (2004) cho rang viec ngi Mo hinh OBA cua Efosa (2009) giai thich nhung su dung cam thay thong tin ca nhan ciia minh di yeu to tac dong tich cuc cua thai doi vdi quang bao ve se mang lai thai tich cuc cua ho den d cao banner tren y djnh nhan vao quang cao OBA vu true tuyen Milgrom & Roberts (1990) giai thich rang ca hai yeu to nhan thuc su huu ich va Wolinsky (1983) cho thay khuyen mai hap dan ci Hinh 2: Md hinh quang cao banner true tuyen So 205 thdng ~/2014 73 tac dong den thai tich cuc cua nguai sir dung doi vai mot dich vu hay san pham nao Gefen & cong su (2003) khang djnh muc ma nguai dung web da quen thuoc vai cac banner quang cao san pham va djch vu thong qua viec lap di lap lai se tac dong den thai cua hp doi vai banner Davis (1989) ket luan rang neu mot ngudi tin viec sir dung he thong se co lpi viec lam tang hieu suat cong viec cua minh, thi thai cua hp doi vdi he thong cung se tich cuc hon Dong thdi, Davis (1989) cung tim moi lien he giua tinh de dang sir dung ciia mot he thong va thai tich cuc ciia ngudi sir dung Komiak & Benbasat (2006) cho thay ngudi sir dung san sang quyet djnh sir dung djch vu nao neu hp co thai tich cue doi vdi he thong HI: Hudng dan de hieu co tac done tich cue d thai cua ngudi diing doi ven banner quang c true tuyen H2: Quang cao dung nhu cau co moi quan dong den thai ngudi diing doi voi banner qua cao true tuyen H3: Khuyen mai hap dan co tac dong tich ci den thai ngudi dimg doi vdi banner quang c true tuyen H4: Su quen thuoc co moi lien he dong bien d vdi thai ngudi diing doi vdi banner quang c; true tuyen Md hinh nghien cuu, phuong phap nghien cuu va pham vi nghien cuu 3.1 Md hinh nghien cuu Dua tren co sd ly thuyet va mo hinh tir cac nghien cuu trudc, tac gia de xuat mo hinh cac yeu to tac dong den y djnh nhan vao banner gom: Trudc het la xac djnh cac yeu to tac dong den thai ciia ngudi sir dung Internet doi vdi banner quang cao true tuyen; Tiep theo la xem xet moi lien he giua thai cua ngudi sir dung Internet doi vdi banner quang cao true tuyen va y djnh nhan vao banner Mo hinh dupe the hien qua Hinh Mo hinh nghien ciru dua tren nen tang chinh la mo hinh OBA ciia Efosa (2009), mo hinh sau dupe dieu chinh va bo sung them cac yeu to khac cho phii hop vdi trudng hop ngudi sir dung Internet d Viet Nam Viec xay dung bo sung them cac yeu to dua tren ket qua ciia cac cuoc khao sat y kien cac chuyen gia linh vuc thuang mai dien tir va linh vuc tiep thj so Tir mo hinh nghien ciru, cac gia thuyet dat gom: H5: Nhan thirc thong tin co tac dong tich cue d< thai ngudi diing doi vdi banner quang cao tri tuyen H6: Nhan thirc giai tri co tac dong tich cue di thai ngudi diing doi vdi banner quang cao tri tuyen H7: Mot thai tich cuc hudng tdi banner quan cao se anh hudng tich cue den y dinh de nhan va banner quang cao true tuyen 3.2 Phucmg ph ap nghien cuu Nghien cuu sir dung phucmg phap djnh tinh v phan tich dinh lupng de phan tich Phan tich din tinh dupe ap dung thong qua hinh thuc thao lua nhom nham muc dich lay y kien cac chuyen gia d dieu chinh, bo sung va hoan chinh thang cac niem nghien ciru cho phii hap vdi ngudi sir dun Internet tai TP.HCM Nghien ciru dinh tinh co dupe ap dung qua trinh khao sat de thu tha nhung y kien danh gia sau hon ve van de dang duo nghien ciru Nghien cuu djnh lupng dupe su dung d£ phai tich du lieu khao sat nham muc dich kiem dinh m< Hinh 3: Mo hinh nghien ciru Hudng dan de hieu HI (+) Quang cao dung nhu cau Khuyen mai hap dan Sir quen thuoc T hai d o i vdi b an n er q u an g cao tru e tuyen H7 (+) [ Y d in h nhan vao b a n n e r Nhan thuc thong tin Nhan thirc giai tri Sd 205 thdng 7/2014 74 L mil I Ilk i i t hinh nghien ciru va cac gia thuySt Cac cong cu dinh lugng dugc su dung bai nghien cuu gom phuong phap phan tich tin cay Cronbach’s Alpha, phan tich nhan to kham pha (Explorz factor analysis - EFA) de kiem dinh cac thang d sang loc cac bien quan sat, phan tich moi tu Bang 1: Thang cac nhan to md hinh Md ta bien TSn bien quan sat Hirdng dan de hieu (PBI) PBI1 Trinh bay thong tin ro rang de hieu PBI2 Banner co duong dan link den trang chi tiet san pham PBI3 Banner giup hieu rd chi tiet san pham djch vu PBI4 Giup tiet kiem thdi gian de hieu cac thong tin san pham dich vu Quang cao dung nhu cau (PBA) PBA1 Banner hien thj thong tin ve san pham dich vu ma khach hang can PBA2 Banner hien thj san pham djch vu co hinh anh nhan vat ma khach hang yeu thich PBA3 Banner hien thj thong tin ve san pham, dich vu phu hop vcri loi song ciia khach hang Khuyen mai hap dan (PBP) PBP1 Banner thucmg trinh bay thong tin giam gia cac san pham djch vu PBP2 Banner thucmg gioi thieu cac san pham dich vu khuyen mai hap dan PBP3 Banner thucmg hien thj san pham dich vu phu hcrp vdi noi dung trang web Mire dp ve su- quen thupc (PBF) PBF1 Banner sir dung tir ngu quen thuoc voi khach hang PBF2 Banner sir dung hinh anh bieu tuong quen thuoc vdi khach hang PBF3 Banner xuat hien thudng xuyen qua trinh khach hang truy cap vao Internet PBF4 Khach hang quen thuoc vdi banner tir kinh nghiem truy cap vao Internet trudc day Mire ve nhan thurc thdng tin (PI) PI1 Thong tin tren banner rat hap dan PI2 Khach hang tin tudng vao noi dung thong tin tren banner PI3 Banner cung cap thong tin dimg luc va kip thdi theo nhu cau ciia khach hang PI4 Thong tin tren banner co the de tham khao cho viec mua sam Mire ve nhan thurc giai tri (PE) PEI Hinh anh banner ngo nghlnh khoi hai PE2 Banner ducrc thiet ke la mat vdi hinh anh dep, am soi dong PE3 Hieu ung ciia banner gay chu y cho ngudi xem Mire ve thai dp doi vdi banner quang cao (ATB) ATB1 Khach hang thich xem cac mau quang cao tren banner ATB2 Khach hang thudng chu y den banner truy cap vao Internet ATB3 Khach hang thich mua san pham djch vu thong qua banner ATB4 Khach hang se sir dung thong tin tren banner mua san pham dich vu ATB5 Khach hang khong cam thay kho chju vi su xuat hien ciia banner truy cap vao lntem Mire ve y dinh nhan vao banner quang cao (ITC) ITC1 Khach hang se nhan vao banner de xem san pham dich vu 1TC2 Khach hang se su dung banner quang cao mua san pham dich vu true tuyen 1TC3 Khach hang se giri link cho ban be xem ve san pham djch vu neu no huu ich Xn 205 thane '/2014 75 k in h te A quan va phan tich hoi quy de xem xet sir tac dong ciia cac yeu to mo hinh den bien phu thuoc 3.3 Xay dung thang Thang duoc xay dimg tren: (1) Thang Huong dan de hieu cua Thompson & cong su (1991); (2) Thang Quang cao dung nhu cau ciia Chickering & Heckerman (2003), Idemudia & Lin (2008); (3) Thang Khuyen mai hap dan cua Milgrom & Roberts (1990), Wolinsky (1983); (4) Thang Su quen thuoc cua Gefen & cong su (2003) va Komiak & Benbasat (2006); (5) Thang Nhan thuc thong tin Ducoffe (1996) ; ( ) Thang Nhan thirc giai tri ciia Mitchell & Olson (1981); (7) Thang Y dinh nhan vao banner quang cao true tuyen ciia Davis (1989) va Fishbein & Ajzen (1975) Cac thang sau duoc dieu chinh va bo sung cho phii hop voi ngudi tieu diing tai thi trudng Viet Nam dua vao ket qua cua nghien ciru djnh tinh vdi ky thuat thao luan nhom vdi ngudi tieu diing Nguyen tac dieu chinh la loai bo cac bien triing lap tren co sd phii hop vdi doi tuong nghien ciru va dam bao gia tri noi dung Ben canh do, mot so thuat ngu cung duoc thay doi cho phii hop vdi suy nghi va cach hanh van ciia ngudi tieu diing Viet Nam Cac bien quan sat duoc ludng tren thang Likert diem thay doi tir 1= rat khong dong y den 5= rat dong y Bang the hien cac bien quan sat va cac phan nhan to dugc six dung phan tich, nghien ciru 3.4 Pham vi vd mau nghien ciru Nghien ciru sir dung cach chpn mau thuan tien Cuoc khao sat dupe tien hanh tai khu vuc TP.HCM doi tupng khao sat la nhung ngucn da tune su dun} Internet Tong so phieu khao sat dupe phat tru* tiep den doi tupng khao sat la 400 phieu thu vt dupe 352 phieu Trong tong so 352 phieu co ' phieu khong dat yeu cau Kich thudc mau thuc te si dung de phan tich la 285 quan sat Nghien ciru lu; chpn cac nhom doi tupng khao sat dua tren eat tieu chi nhu gidi tinh, tuoi trinh hoc van, thi nhap Ket qua nghien cuu 4.1 Ddnh gid thang md hinh nghiet ciru bang Cronbach Alpha vd EFA Nghien ciru thuc hien kiem dinh Cronbach Alph; va EFA doi timg Tir bang ket qua kien djnh thang bang cong cu Cronbach Alpha ch< thay tat ca cac thang deu dat tin cay va phi hpp de tiep tuc dua vao phan tich nhan to Bang cung cho cho thay, sau tien hanh phai tich nhan to, khong co bien nao bj loai he so tai cii; cac nhan to deu ldn hon 0.5 Cac nhan t6 nit trich ti sau khai niem nghien ciru chinh deu dat yeu c 4u khong co su xao tron bien quan sat giua cac thanl phan, do ten goi cac phan ban d 4u vai dupe giu nguyen 4.2 Phan tich hoi quy da bien cac yeu td tdi Bang 2: Dae diem mau khao sat Dac diem So luong T> le Nam 120 42.1 Nu 165 57.9 -2 14 4.9 -3 220 77.2 -3 47 16.5 1.4 Theo gi&i tinh Theo tuoi >35 “ Theo hoc vdn 57 20 223 7X.2 IS =6 trieu 100 35 Cao dang Dai hoc Sau dai hoc Theo thu nhap S3 205 thdng 7/2014 76 Bang 3: Bang ket qua danh gia tin cay va mux phu hop Cac bien Nhan to He so tai nhan to Tirong quan bien- tong Cronbach PBI1 701 563 748 PBI2 713 504 PBI3 738 609 PBI4 614 503 PBI PBA1 682 497 PBA2 644 502 PBA3 700 516 PBP1 723 527 PBP2 758 501 PBP3 725 480 PBF1 777 568 PBF2 685 440 PBF3 641 407 PBF4 713 466 PI1 658 551 PI2 748 640 PI3 763 667 PI4 628 560 PEI 749 609 PE2 784 654 PE3 821 592 ATB1 746 596 ATB2 757 610 ATB3 791 650 ATB4 800 661 ATB5 748 597 ITC1 810 567 ITC2 826 590 ITC3 812 571 PBA PBP PBF PI PE ATB ITC 689 687 687 792 780 827 748 Bang 4: Ma tran he so tirong quan Pearson Correlation (2-tailed) Sig PBI BPA PBP PBF PI PE ATB PBI 456** 344** 181** 553** 403** 521** BPA PBP BPF PI PE 394** 161** 496** 343** 537** 188** 419** 258** 442** 143* 237** 217** 382** 604** 470** ATB ** Co y nghia thdng ke a mire v nghia 1% * C o y n g h ui thong ke a m uc y nghia 5% 77 kinhteJ’lii) Bang 5: Ket qua phan tich hoi quy Mo hinh Md hinh Rien nhu thuoc = A TB Md hinh Hang so PBI BPA PBP PBF PI PE R2 hieu chinh F Sie F He so (J chua chuan hoa -.254 139** 216** 141** 056 266** 194** He so chuan hoa 136** 204** 134** 048 294** 187** 505 58.890 000 Bien phu thuoc = TB He s6 VIF Kiem djnh t -.920 2.549 3.991 2.807 1.105 5.346 3.919 1.625 1.503 1.314 1.085 1.731 1.311 He so p chua chuan hoa -.102 142** 218** 146** 264** 203** H? s6 P chuan hoa 139** 206** 140** Kiem dinh t H? so VIF -.427 2.614 4.028 2.939 1.620 1.502 1.300 292** 5.319 196** 4.151 505 49.317 000 1.730 1.276 ** C o y nghia thong ke o muc y nghia % PBI, PBA, PBP, PI, PE tang mot d an vj se la dgng den thdi d(> doi v&i banner ATB tang lan luat la 0.206, 0.14, 0.292 va 0.15 Buac dau tien tien hanh phan tich hoi quy tuyen tinh la xem xet cac moi tuang quan tuyen tinh giua tdt ca cac bien (Hoang Trong & Chu Nguyen Mong Ngoc, 2008), nghla la ta phai xem xet tong quat moi quan he giua timg bien doc lap vai bien phu thuoc va giua nhung bien doc lap vai Muc dich cua buac la kiem djnh moi lien he chat che giua cac bien vdi Ket qua tir Bang cho th§y hSu het cac bien deu co moi quan he chat che vdi nhau, co nghia la bien phu thuoc co moi tuang quan tuyen tinh vdi bien doc lap Tac gia se xem xet moi tuang quan giua cac bien doc lap thong qua kiSm dinh hien tuang da cong tuyen a dan vj Ngoai ra, can cir vao he so beta, co the x; djnh duac tam quan cua cac nhan to hudng dSn thai doi vdi quang cao true tuyen, h; noi cach khac la, danh gia muc anh hudng nl the nao ciia cac nhan to Neu trj so beta nao cang 1< thi nhan t cang tac dong manh den thai ngu diing true tuyen 4.3 Phan tich hdi quy tuyen tinh dem bien mdi lien he giura thdi ddi v&i banner va y d i nhan vao banner Mo hinh mo ta moi quan he giua bien p thuoc la y djnh nhan vao banner va bien giai thich bang thai doi vdi banner quang cao true tuyen K it qua tir Mo hinh cua Bang cho thay cac biSn PBI, PBA, PBP, PI, PE co tac dong den ATB bien PBF khong co y nghla ve mat thong ke Sau da loai bien PBF khoi mo hinh, Mo hinh ciia Bang cho thay cac yeu to PBI, PBA, PBP, PI, PE that sir co tac dong tich cuc den ATB va tac dong co y nghia ve mat thong ke, cu the la Tir ket qua ciia Bang , co the thay d u ac rang j to thai doi vdi banner quang cao (ATB) co i hudng ty le thuan den y djnh nhan vao banner qu; cao (ITC), cu the la ATB tang len dem vj ITC tang 0.874 dan vj Tir do, co the dua ket li rang thai doi vdi quang cao banner true tuyer Bang 6: Ket qua phan rich hoi quy tuyen rinh don bien M d Hinh Md hinh Hang so ATB RJ hieu chinh F Sig F Bien phu thuoc = ITC He so P chua chuan hoa 1.503 565** He so P chuan hoa a Kiem djnh t 874** 21.096 30.310 764 918.718 000 Co y nghia thong ke & muc y nghia l ° So 205 thdng 7/2014 78 anh huong den y djnh nhan vao banner va tac dong co y nghla ve mat thong ke banner hieu qua doanh nghiep can quan tam < sang tao thiet ke banner quang cao true Ket luan va kien nghj giai phap hai yeu to “hinh anh va thong tin quang cao ket hgp va ho trg vai muc dich thu hut y khach truy cap lirot qua trang web, tac 5.1 Ket luan Ket qua nghien cuu cho thay ton tai moi quan he thuan chieu giua cac khai niem mo hinh nghien cuu, la: hudng dan de hieu, quang cao dung nhu cau, khuyen mai hap dan, nhan thuc thong tin, nhan thuc giai tri va thai doi vdi y djnh nhan vao banner Ket qua cung cho thay yeu to thai co tac dong manh den y djnh nhan vao banner quang cao true tuyen, dieu chung minh thai tac dong manh den y djnh nhan vao banner quang cao true tuyen, nghia la co thai tot vS quang cao true tuyen, ngudi dung se phat sinh y dinh nhan vao ' , , * cac banner quang cao true tuyen thu cho hp quan tam tiep nhan chung va cuo la hinh y dinh nhan vao xem 5.2 Kien nghi gidi phap ^ v' tn Cl,a m, Murchison, C (ed.), Worcester, MA: Clark I sity Press Bo Thong tin va Truyen thong - VNNIC (2011), Dir lieu thdng ke nam 2011, http://www vnnic.vn/ Bo Thong tin va Truyen thong - VNNIC (2012), Dir lieu thdng ke nam 2012, http://www.vnnic.vn/ Chickering, D., & Heckerman, D (2003), ‘Targeted Advertising on the Web with Inventory Manage INFORM S Journal o f Interfaces, No 33, Vol 5, pp 71-77 Davis, F.D (1989), ‘Perceived Usefulness, Perceived Ease o f Use, and User Acceptance o f Information Techn M IS Quarterly, No 13, Vol 3, pp 319-340 Ducoffe, R H (1996), ‘Advertising Value and Advertising on the W eb’ Journal o f Advertising Research, S ber/October 1996, pp.21-35 Efosa, C I (2009), ‘An Empirical Study o f Factors that Influence the Intention to Click Online Banner Ac Dissertation Texas Tech University Fishbein, M & Ajzen, I (1975), B elief attitude, intention, and behavior : An introduction to th eon and re Addison-W esley Pub Co Gefen, D Karahanna, E., & Straub, D W (2003), ‘Trust and TAM in Online Shopping: An Integrated Mode Quarterly No 27, Vol 1, pp 59-90 Group M (2012) ‘Global ad spending forecast’, December 2012 For Immediate Release Hoang Trong & Chu Nguyen M ong Ngoc (2008), Phan tich dir lieu vcri SPSS Dai hoc Kinh te TPHCM NXI Due Idemudia, E & Lin, Z (2008), ‘The Application o f Data M ining and Social Network Theory on Netw ork A ing: An Empirical Investigation’, Big XII + MIS Research Symposium Komiak S and Benbasat, I (2003), ‘The Impact of Internationalization and Familiarity on Trust and Ado S6 205 thmmg 7/2014 79 j\ j|)|] | (•J'l Recommendation A gents’, unpublished Doctoral Dissertation, University o f British Columbia Vancouver, BC, Canada, 2003 Milgrom, P & Roberts, J (1990), ‘New Theories o f Predatory Pricing’, In Industrial Structure in the Sew Industri­ al Economics, Bonanno, G & Brandolini, D (eds.), Oxford UK: Oxford University Press Mitchell, A & Olson J C (1981), ‘Are Product Attribute Beliefs the Only M ediator o f Advertising Effects on Brand Attitudes?’, Journal o f Marketing Research, No 18, Vol 3, pp 31822 Schiffman, L G & Kanuk, L L (2000), Consumer Behavior, 7th ed, Upper Saddle River, NJ: Prentice-Hall Thompson, R L„ Higgins, C A., & Howell, J M (1991), ‘Personal Computing: Toward a Conceptual M odel o f Uti­ lization’, M IS Quarterly, No 15, Vol 1, pp 124-143 Thurstone, L L (1931), ‘The measurement o f attitudes’ Journal o f Abnormal and Social Psvcholog}', Vol 27, pp 249-269 Vijayasarathy, L R (2004), ‘Predicting Consumer Intentions to Use Online Shopping: The Case for an Augm ented Technology Acceptance M odel’, Information & M anagement, Vol.41, No 6, pp 747-762 Wolinsky, A (1983), ‘Prices as Signals o f Product Quality’, Review o f Economic Studies, pp 647-658 Zenith Optimedia (2012), Executive summary: Advertising Expenditure Forecasts June 2013, Zenith Optim edia Group Limited Factors influencing custom ers1 intention to click on online banner advertising Abstract: This research aims to identify factors influencing custom ers' intention to click online banner ads The research was carried out using qualitative and quantitative methods This research used the prim ary data from the interviews o f the respondents using internet in Ho Chi Minh city in the yea r 2012 A fter conduct­ ing fa cto r analysis, reliability and validity assessment, as well as correlation and linear regression analy­ ses, fiv e factors influencing custom ers’ attitude were identified in relatively im portant order: (I) Banner ads with easy-to-understand instructions, (2) Banner ads matching products and services with custom ers ’ preferences, (3) Banner ads with attractive promotion, (4) Interesting and suitable information, and (5) Perception on entertainment Thenceforth, the research also fo u n d out the significant relationship between the customer s attitudes towards online banner ads and the intention to click these banners Thdng tin tac gia: * Pham Thi M inh Ly, Tien sy - To chirc tac gid cdng tac: Dai hoc Ton Dire Thdng - Khoa Quan tn Kinh doanh - Dja chi lien lac: Dja chi email: phamthiminhly@ tdt.edu.vn Sd 205 thdng 7/2014 hướng dẫn đọc toàn văn báo cáo KQNC ! ! 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