Các nhân tố ảnh hưởng đến hành vi mua hàng trực tuyến trên sàn thương mại điện tử shopee của sinh viên trường đại học ngân hàng tp hcm

BỘ GIÁO DỤC VÀ ĐÀO TẠO NGÂN HÀNG NHÀ NƯỚC VIỆT NAM TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP.HỒ CHÍ MINH NGU N NGỌC NH TH CÁC NHÂN TỐ ẢNH HƯỞNG Đ N HÀNH VI MU HÀNG TR C TU C N TR N SÀN THƯ NG MẠI ĐIỆN T SHOPEE SINH VI N TẠI TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP HỒ CHÍ MINH KHĨ LUẬN TỐT NGHIỆP Chun ngành: Quả T K D Mã ngành: 7340101 TP HỒ CHÍ MINH N M BỘ GIÁO DỤC VÀ ĐÀO TẠO NGÂN HÀNG NHÀ NƯỚC VIỆT NAM TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP.HỒ CHÍ MINH Họ tê s Mã số s v ê : NGU N NGỌC NH TH v ê : 719 527 Lớp sinh hoạt: HQ7 – GE11 CÁC NHÂN TỐ ẢNH HƯỞNG Đ N HÀNH VI MU HÀNG TR C TU N TR N SÀN THƯ NG MẠI ĐIỆN T SHOPEE C SINH VI N TẠI TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP HỒ CHÍ MINH KHĨ LUẬN TỐT NGHIỆP Chuyên ngành: Quả T K D Mã ngành: 7340101 GIẢNG VI N HƯỚNG DẪN: TS NGU N TH CẨM PH TP HỒ CHÍ MINH N M i TÓM TẮT i s ph t tri n kh ng ng ng on ng i ng n m ph i giãn ti p x h nh vi s n ph m ngày àng ng vi l i tài kh h p tr ng ih T nh n ng ngh ngày àng ti n v i nt rn t nhi u h n h xã h i v i s ng n n l tr o ên nh i mu h n h nh th ng th i tr i qu su t h i n hàng ho ng nh mu hàng thu n ti n v i vi n ành kh ng t s qu n t m i sinh viên Ng n àng TP CM n i riêng xã h i n i gi th hi n tài C t ê sà t TP Hồ C M tố ả t S nh m m s v vê t u Đạ t ọ N tiêu: Trong qu tr nh nghiên xu t u t k t qu t ph t tri n t vi tr y t gi ã h gi s hữu h ởng c xã h i ng m h nh x m xét ã hàng ho , m r m t m h nh nghiên sở lý thuy t xu t m h nh kh m ph nh h ởng c kỹ thu t nghiên u ph n t h m nh t nh xét m h nh u sắm Shop sinh viên ng m nh nh t T ti p t i tiêu ùng i t m i quan h nh n t y t gi n Shop ng ng w sit nh sinh viên u nh l x y u ng p ng n hành vi mu sắm c a sinh ng t h v i hành vi mu c a s n ph m/d ch v nh n t t r m t s hàm ý qu n tr nh m thu h t ng nh giữ h n ng mua sắm tr c n Shop n n t ng h tl u ã hỉ c n m nh n t xem ùng hi u t gi u th c nghi m c sử d ng nghiên ng ph p nghiên nh h ởng c u n m nh n t nh n th c n hành vi mu hàng tr c n Shop viên S u thu th p ph n t h ữ li u nghiên ng nghiên b o m t th ng tin b ng hỏi phi u kh o s t; ph vi gi n ng o hi u qu i tiêu ùng hi n t i n hàng ng i n ii ABSTRACT People are exposed to the Internet more as a result of the ongoing advancement of technology, in addition to the two years of social isolation brought on by the pandemic and the interchange of buying and selling products In addition to the expanding variety of products, Banking University students are very interested in the issue of selecting a practical method of purchase for travel and personal use particularly Ho Chi Minh City and society in general The author's research on "Factors affecting online shopping behavior on Shopee ecommerce platform of students at Banking University of Ho Chi Minh City" has two objectives: (1) Identifying the factors influencing online purchasing behavior on Shopee e-commerce platform of students at Banking University of Ho Chi Minh City; and (2) Measuring the impact of the factors affecting the online shopping behavior on the Shopee e-commerce platform of students at Banking University of HCM City The author has established a proposed research model as part of the study process to get this conclusion, taking into account the theoretical underpinnings and earlier empirical findings The model examines the impact of five variables on students' online buying behavior on Shopee, including perceived utility, product/service pricing, information security, website quality, and social influence Models and survey questions are created using qualitative research techniques; Utilizing quantitative research techniques, it is possible to determine which variables have an impact on students' buying habits Data collection and analysis have revealed that all five of the model's elements have a favorable association with and influence on students' buying decisions on Shopee, with the price of the item or service being the most significant factor From this point, the author also provides some administrative implications to promote Shopee, keep current customers shopping on Shopee, and increase customer sales effectiveness sold on this website iii LỜI C M ĐO N T gi c ài vi t l i m o n nh v kh lu n t t nghi p c t gi , c th nh s u: T kh gi tên là: Nguy n Ng Tr ng nh Thy sinh viên Ch ng tr nh h t l ng cao Ng n hàng Thành ph H Ch Minh, mã s sinh viên: ih 050607190527 C m o n sàn th tài: C nh n t ng m i i n tử Shop nh h ởng n hành vi mu hàng tr sinh viên tr ng n ih Ng n hàng Thành ph ih Ng n hàng Thành ph Ch Minh Ng ih ng d n khoa h c: TS Nguy n Th C m Ph Kh lu n t t nghi p c th c hi n t i Tr H Ch Minh Kho lu n nghiên u trung th hoặ n i ung o ng i kh ng ng tr nh nghiên kh ng u riêng t n i ung ã th c hi n ngo i tr tr h ng n gi , k t qu tr y c d n ngu n ầy kho lu n TP Ch Minh ngày th ng .n m 2023 Sinh viên Nguy n Ng nh Thy iv LỜI CẢM Tr h TP tiên t i xin gửi l i N m n nt t quý thầy ng tr nh t o Cử nh n Qu n tr Kinh o nh tr Ch Minh ng tr kinh o nh làm sở ho t i th T i xin h n thành t i th i gi n th i ã truy n hi n t t r kh tr nh s g pý tài n gi ng nh th hi n kho lu n nên i n ph p in h n thành Ng n hàng hữu h v qu n ã t n t nh h ng n ho tài nh t ho t i su t qu tr nh h thầy y tài S u ùng t i xin gửi l i i t n s u sắ Trong qu tr nh th ih t ho t i ki n th m n TS Nguy n Th C m Ph hi n ng ã gi ng nh ã lu n t o i u ki n t t hi n kho lu n o kinh nghi m th i gi n nh n h thi u s t T i r t mong nh n hoàn thi n h n m n TP Ch Minh ngày th ng .n m 2023 Sinh viên Nguy n Ng nh Thy v MỤC LỤC TÓM TẮT i ABSTRACT ii LỜI C M ĐO N iii LỜI CẢM N iv MỤC LỤC v D NH MỤC CÁC T VI T TẮT ix D NH MỤC ẢNG I U x D NH MỤC H NH ẢNH xi CHƯ NG 1: GIỚI THIỆU TỔNG QU N Đ TÀI 11 ặt v n T nh .1 p thi t tiêu 1.3 M tài tài .2 131 M tiêu t ng qu t 1.3.2 M tiêu th .3 C u hỏi nghiên 15 it Ph u .3 ng ph m vi nghiên ng ph p nghiên N i ung nghiên 18 ng g p 19 K t u .3 u .4 tài .4 u CHƯ NG : C u tài SỞ L THU Kh i ni m v th 2.1.1 Kh i ni m th T VÀ M ng m i i n tử mu hàng tr n .7 ng m i i n tử 2.1.2 Kh i ni m hành vi mu hàng tr 2.1.3 Quy tr nh mu hàng tr 2 So s nh s kh H NH NGHI N C U n n Shop i t giữ h i h nh th mu sắm tr n qu Shop mu sắm truy n th ng vi T ng qu n lý thuy t v hành vi ng 2.3.1 Kh i ni m v hành vi ng 2.3.2 C y ut 2.3.3 Quy t 24 C th nh h ởng nh mu n hành vi ng ng h p lý Th ory o R son un 2.5.2 Nghiên u n ng ngh – TAM 18 20 nh h ởng m h nh xu t nghiên u .21 s hữu h 21 2.6.2 i s n ph m 2.6.3 Ch t l ng 2.6.4 M tion – TRA) 16 18 u t Nh n th 2.6.1 n th ng qu sàn u liên qu n .18 2.5.1 Nghiên y ut n hành vi mu tr 16 M h nh h p nh n M t s nghiên i tiêu ùng .13 i tiêu ùng 14 m h nh lý thuy t liên qu n Lý thuy t hành 26 C i tiêu ùng 13 ng ng m i i n tử Shop i tiêu ùng 13 h v 21 sit 22 om t ng ng Shop 22 2.6.5 nh h ởng xã h i 23 M h nh nghiên u xu t 24 CHƯ NG : PHƯ NG PHÁP NGHI N C U 26 Quy tr nh nghiên u 3.2 Nghiên u 26 nh t nh 27 3 Thi t k th ng o 28 3.3.1 C 332 lo i th ng o 28 i n Nghiên t mã ho th ng o 28 u 3.4.1 Thi t k nh l ng 33 ng hỏi 33 vii 3.4.2 M u nghiên Ph u Ph ng ph p thu th p ữ li u .33 ng ph p ph n t h ữ li u 34 3.5.1 Sàng l 3.5.2 làm s h 34 nh gi m t 3.5.3 Ph n t h ữ li u 34 tin y Cron 3.5.4 Ph n t h nh n t kh m ph 3.5.5 Ph n t h t h s lph 34 34 ng qu n P rson 35 3.5.6 M h nh h i quy n t nh 35 3.5.7 Ki m nh s kh 3.6 K t qu nghiên u i tv i ặ i m nh n .36 nh t nh .37 CHƯ NG : K T QUẢ NGHI N C U VÀ THẢO LUẬN 39 Th ng kê m t m u 39 1 Th ng tin nh n kh u h c 39 412 42 ol ng xu h nh gi tin ng t p trung .42 y th ng o 47 Ph n t h nh n t kh m ph 48 4.3.1 Bi n c l p 48 4.3.2 Bi n ph thu c 51 4.4 Ph n t h t ng qu n h i quy .53 4 Ph n t h t ng qu n 53 4 Ph n t h h i quy 55 So s nh k t qu nghiên uv i CHƯ NG 5: K T LUẬN VÀ HÀM K t lu n k t qu nghiên 52 53 C nghiên u tr 57 QUẢN TR 61 u 61 àm ý qu n tr .62 h n h nghiên u xu t h ng nghiên u ti p th o 64 viii T m tắt h ng .65 TÀI LIỆU TH M KHẢO i PHỤ LỤC iv x 4: ng ý 5: oàn toàn ng ý P STT t ểu N ậ t Phần l n th i gi n n ùng s u mu sắm tr n Shop n th l u l i u ãi t t nh t n s n ph m phong ph Shop m th y r ng mu sắm Shop n so s nh gi àng n mu sắm Shop gi / nh n xét ng ns tm ã x m qu nh i ùng v s n ph m n Shop mu n mu sắm Shop ph ng th s n ph m m i v th l sả ẩ n th y r ng gi s n ph m Shop v i mu sắm tr n th h n nhi u th nh to n G v o ho phép ng n Shop ti p t i xu h v r h n so hàng ng so s nh gi ng i xi n th ng mu s n ph m Shop n w n mu hàng tr ng w gi o i n h nh nh 11 i gi r nh t C ất 10 ng Shop v th y p mắt Shop Trang web st ung p th ng tin hi u 12 Tr ng w Shop th t h mi n ph gi o ung n mu hàng Shop 13 th ng tin ầy p ph v n huy n àng v tr ng w n mu sắm Shop n ả ật v m o m t tr qu n t m t t th 15 p v s n ph m M 14 ung t t Shop n n mu sắm th ng xuyên 16 Shop x p nh t th ng tin tin n h nh ầy n tin r ng mu sắm Shop 17 nh n Những ng s o m t th ng n Ản 18 nh n i xung qu nh n th xã ng xuyên mu xii sắm tr 19 n Những ng vi i xung qu nh mu sắm Shop n xu t v i n v th y v mu sắm truy n th ng 20 S ph t tri n ng ngh nh h ởng n n mu Shop Hà v u sắ t n th h mu sắm Shop 21 t ê S s vê h n mu sắm t i hàng n th 22 x m 23 ng ành gi ngày l t Shop s n ph m n ngh r ng s n ph m Shop h tl ng n mu n gi i thi u v i n v vi t t 24 mu sắm tr n Shop PHỤ LỤC 4: K T QUẢ X Reliability Statistics n L D LIỆU T PHẦN M M SPPS xiii Cronbach's N of Items Alpha ,848 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted HI1 19,50 8,982 ,680 ,814 HI2 19,62 8,742 ,694 ,811 HI3 19,66 9,053 ,645 ,821 HI4 19,64 9,989 ,488 ,848 HI5 19,59 9,480 ,570 ,835 HI6 19,56 8,657 ,708 ,808 Reliability Statistics Cronbach's Alpha N of Items ,675 Item-Total Statistics Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha Deleted Item Deleted Total Correlation if Item Deleted GC1 7,84 1,824 ,482 ,589 GC2 7,82 1,870 ,494 ,573 GC3 7,72 1,831 ,487 ,581 Reliability Statistics xiv Cronbach's N of Items Alpha ,819 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted CL1 11,90 4,053 ,674 ,758 CL2 12,09 4,148 ,609 ,787 CL3 11,92 4,186 ,570 ,805 CL4 12,00 3,763 ,716 ,736 Reliability Statistics Cronbach's N of Items Alpha ,778 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted BM1 12,15 3,211 ,548 ,741 BM2 12,18 2,941 ,635 ,695 BM3 11,89 3,289 ,492 ,770 BM4 12,00 3,048 ,659 ,685 Reliability Statistics Cronbach's N of Items Alpha ,841 Item-Total Statistics xv Scale Mean if Scale Variance if Corrected Item- Cronbach's Item Deleted Item Deleted Total Correlation Alpha if Item Deleted XH1 7,65 2,613 ,739 ,747 XH2 7,78 2,632 ,679 ,805 XH3 7,64 2,640 ,699 ,785 Reliability Statistics Cronbach's Alpha N of Items ,794 Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted HV1 10,70 2,556 ,637 ,727 HV2 10,76 2,422 ,653 ,717 HV3 10,78 2,542 ,617 ,736 HV4 10,76 2,695 ,513 ,787 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Communalities ,771 Approx Chi-Square 1818,780 df 190 Sig ,000 xvi Initial Extraction HI1 1,000 ,637 HI2 1,000 ,653 HI3 1,000 ,615 HI4 1,000 ,403 HI5 1,000 ,501 HI6 1,000 ,674 GC1 1,000 ,588 GC2 1,000 ,651 GC3 1,000 ,606 CL1 1,000 ,693 CL2 1,000 ,639 CL3 1,000 ,578 CL4 1,000 ,745 BM1 1,000 ,568 BM2 1,000 ,681 BM3 1,000 ,537 BM4 1,000 ,703 XH1 1,000 ,787 XH2 1,000 ,743 XH3 1,000 ,749 Extraction Method: Principal Component Analysis Component Matrixa xvii Component HI1 ,704 -,365 HI6 ,678 -,442 HI2 ,655 -,439 HI3 ,599 -,428 CL1 ,578 HI5 ,560 CL3 ,531 HI4 ,508 BM1 ,431 -,495 -,403 -,483 -,319 -,363 XH3 ,574 ,533 XH2 ,456 ,650 XH1 ,467 ,645 ,328 -,530 ,376 BM4 ,348 ,417 BM3 ,398 BM2 ,371 CL4 ,482 -,650 CL2 ,450 -,577 -,525 ,395 -,456 ,386 GC2 ,746 GC3 ,696 GC1 ,369 Extraction Method: Principal Component Analysis a components extracted ,626 xviii Total Variance Explained Component Initial Eigenvalues Total % of Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Cumulative Total % of Variance % Variance Cumulative Total % of % Cumulative % Variance 4,410 22,049 22,049 4,410 22,049 22,049 3,460 17,300 17,300 2,437 12,185 34,234 2,437 12,185 34,234 2,621 13,105 30,405 2,173 10,864 45,098 2,173 10,864 45,098 2,458 12,291 42,696 2,042 10,208 55,306 2,042 10,208 55,306 2,338 11,688 54,383 1,688 8,441 63,747 1,688 8,441 63,747 1,873 9,363 63,747 ,873 4,366 68,113 ,708 3,540 71,653 ,639 3,194 74,846 ,610 3,048 77,894 10 ,586 2,929 80,823 11 ,542 2,712 83,536 12 ,524 2,621 86,157 13 ,457 2,287 88,444 14 ,439 2,194 90,638 15 ,417 2,086 92,724 16 ,359 1,793 94,517 17 ,304 1,520 96,037 18 ,299 1,494 97,531 19 ,255 1,274 98,805 20 ,239 1,195 100,000 Extraction Method: Principal Component Analysis xix Rotated Component Matrixa Component HI6 ,806 HI2 ,801 HI3 ,772 HI1 ,766 HI5 ,699 HI4 ,613 CL4 ,858 CL1 ,800 CL2 ,791 CL3 ,713 BM4 ,837 BM2 ,814 BM1 ,724 BM3 ,677 XH1 ,884 XH2 ,857 XH3 ,850 GC2 ,800 GC3 ,766 GC1 ,728 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations xx Component Transformation Matrix Component ,728 ,485 ,368 ,213 ,230 -,631 ,309 ,376 ,560 ,226 ,195 -,097 -,643 ,731 -,062 ,181 -,781 ,516 ,300 -,030 -,008 -,224 -,205 -,128 ,944 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity df ,773 295,846 Sig ,000 Communalities Initial Extraction HV1 1,000 ,664 HV2 1,000 ,677 HV3 1,000 ,640 HV4 1,000 ,499 Extraction Method: Principal Component Analysis Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 2,480 61,996 61,996 2,480 61,996 ,657 16,420 78,416 ,466 11,641 90,057 ,398 9,943 100,000 Extraction Method: Principal Component Analysis 61,996 xxi Component Matrixa Component HV2 ,823 HV1 ,815 HV3 ,800 HV4 ,706 Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrixa a Only one component was extracted The solution cannot be rotated COMPUTE HI=MEAN(HI6,HI2,HI3,HI1,HI5,HI4) EXECUTE COMPUTE CL=MEAN(CL4,CL1,CL2,CL3) EXECUTE COMPUTE BM=MEAN(BM4,BM2,BM1,BM3) EXECUTE COMPUTE XH=MEAN(XH1,XH2,XH3) EXECUTE COMPUTE GC=MEAN(GC2,GC3,GC1) EXECUTE xxii COMPUTE HV=MEAN(HV2,HV1,HV3,HV4) EXECUTE CORRELATIONS /VARIABLES=HI CL BM XH GC HV /PRINT=TWOTAIL NOSIG /MISSING=PAIRWISE Correlations Pearson Correlation HI CL BM XH GC HV HI CL BM XH GC HV ,254** ,188** ,085 ,132* ,398** ,000 ,003 ,181 ,038 ,000 Sig (2-tailed) N 250 250 250 250 250 250 Pearson Correlation ,254** ,184** ,125* ,172** ,409** Sig (2-tailed) ,000 ,003 ,049 ,006 ,000 N 250 250 250 250 250 250 Pearson Correlation ,188** ,184** ,080 ,158* ,436** Sig (2-tailed) ,003 ,003 ,206 ,012 ,000 N 250 250 250 250 250 250 Pearson Correlation ,085 ,125* ,080 ,109 ,383** Sig (2-tailed) ,181 ,049 ,206 ,086 ,000 N 250 250 250 250 250 250 Pearson Correlation ,132* ,172** ,158* ,109 ,509** Sig (2-tailed) ,038 ,006 ,012 ,086 N 250 250 250 250 250 250 Pearson Correlation ,398** ,409** ,436** ,383** ,509** Sig (2-tailed) ,000 ,000 ,000 ,000 ,000 N 250 250 250 250 250 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) ,000 250 xxiii Variables Entered/Removeda Model Variables Entered Variables Method Removed GC, XH, HI, BM, CLb Enter a Dependent Variable: HV b All requested variables entered Model Summary Model R R Square Adjusted R Square Std Error of the Estimate ,766a ,587 ,579 ,33452 a Predictors: (Constant), GC, XH, HI, BM, CL ANOVAa Model Sum of Squares df Mean Square F Sig Regression 38,807 7,761 69,358 ,000b Residual 27,304 244 ,112 Total 66,111 249 a Dependent Variable: HV b Predictors: (Constant), GC, XH, HI, BM, CL xxiv Coefficientsa Model Unstandardized Standardized Coefficients Coefficients B Beta Std Error (Constant) -,705 ,234 t Sig Collinearity Statistics Tolerance VIF -3,005 ,003 HI ,192 ,037 ,222 5,150 ,000 ,908 1,101 CL ,161 ,034 ,204 4,682 ,000 ,894 1,118 BM ,251 ,039 ,276 6,476 ,000 ,930 1,075 XH ,182 ,028 ,276 6,617 ,000 ,973 1,028 GC ,304 ,035 ,371 8,756 ,000 ,943 1,061 a Dependent Variable: HV Collinearity Diagnosticsa Model Dimension Eigenval Condition Variance Proportions ue Index (Constant) HI CL BM XH GC 5,902 1,000 ,00 ,00 ,00 ,00 ,00 ,00 ,034 13,168 ,00 ,03 ,03 ,02 ,92 ,02 ,022 16,397 ,00 ,12 ,21 ,00 ,00 ,73 ,019 17,777 ,00 ,18 ,68 ,21 ,00 ,06 ,017 18,750 ,00 ,54 ,03 ,53 ,00 ,06 ,007 29,744 ,99 ,13 ,05 ,24 ,07 ,12 a Dependent Variable: HV