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DAI HOC QUOC CIA THANH PHO HO CHI MINH TRUONG DAI HQC KINH TE - LUAT NGUYEN THANH SON CAC YEU TO TAC DONG DEN Y DINH TIEP TUC ••• MUA SAM TRU’C TUYEN CUA NGU’dl TIEU DUNG TREN DIA BAN TINH BEN TRE Nganh: Quan tri kinh doanh Ma so: 8340101 LU AN VAN TH AC SY QUAN TRI KINH DOANH NGUO’I HUONG DAN KHOA HQC: PGS.TS NGUYEN HAI QUANG IP HO CHI MINH - NAM 2021 LOI CAM DOAN Toi xin cam doan day la kct qua nghicn ciru cua toi Ngoai trir nhung tai lieu tham khao dugc trick dan luan van Toi xin cam doan toin bg hay mot phan nhd cua luyn v3n clnra tirng dirge sir dyng * r de nhan bang cap nhung noi khac Khong cd mot nghicn ciru nao cua ngircri khac dugc sir dung luan v5n ma khong co trick dan theo qui djnh Toi xin cam doan so lieu va ket qua nghien ciru luan van la trung thgc va clnra he dirge su dyng cho viyc bao vy mgt hgc vj nao Mgi sy giup dd cho vice hoan thicn luan van dcu dirge cam on va cac thong tin trich dan luan van d3 dirge chi rd ngudn gdc rd rang va dirge phep edng bo Ben Tre Ngay 12 thang 12 nam 2019 Tac gia luan vin Nguyen Thanh Som ii DANH MVC CAC CHI VIET TAT ANOVA EFA KMO Sig Analysis Of Variance (Phan tich phuxmg sai) * Exploratory Factor Analysis (Phan tich nhan to kham pha) Kaiser Meyer Olkin (11$ so kiem dinh phu hop ctia mo hinh EFA) Sigfinication(Muc y nglua) SPSS Statistical Package for the Social Sciences (Phan mem thong ke SPSS) TMDT Tlnrong m^ii di$n lu VIF Variance Inflaction Factor (11$ so phdng d$i plnrong sai) I)ANH MUG BANG, BlfcU Bang 3.1 Thang (to cuacac ycu id nhan lin'rc sy thick thu .28 Bang 3.2 Thang cuacac ycu to su tin cay .29 Bang 3.3 Thang cuacac yeu to nhan thuc syr hihi ich 29 Bang 3.4 Thang cuacac ycu to danh ticng cong ty 30 Bang 3.5 Thang cuacac ycu to anh huong xd hoi 30 Bang 3.6 Thang cuacac ycu to nh$n thuc rui ro 31 Bang 3.7 Thang cua cac yeu to y dinh tiep tuc mua sam true tuyen 32 Bang 4.1 Tdm tit mau theo gidi tinh 38 Bang 4.2 Tom tat mau lheo tudi .38 Bang 4.3 Tdm tit mau theo nghe nghiep 39 Bang 4.4 Tom tat mau lheo thu nhap .39 Bang 4.5 Cronbach’s Alpha cua cac thang 40 Bang 4.6 C6c thang va bicn quan sat sau kiem djnh Cronbach’s Alpha 41 Bang 4.7 KMO and Bartlett cua cac bicn doc lap 43 Bang 4.8 Tong phuong trich cua cac bicn doc lap 43 Bang 4.9 Kct qua phan tich nhan to tac dong den y dinh mua sam true tuyen 45 Bang 4.10 Ket qua cac thang sau kiem dinh Cronbach’s Alpha va phan tich nhan to kham pha EFA 46 Bang 4.11 KMO and Bartlett cua cac bien phu thuoc 46 Bang 4.12 Tong phuemg tich cua cAc bien phy IhuQC 47 Bang 4.13 Kct qua phan tich nhan to y dinh mua sam true tuyen 47 Bang 4.14 Bang phan tich tuong quan gitta cac bicn ddc lap va bicn phy thudc 48 Bang 4.15 Bang he so hoi quy 50 Bang 4.16 Tom tat str phu hop cua mo hinh 51 Bang 4.17 Bang phan tich phuong sai (ANOVA) 51 Bang 4.18 Thong ke ket qua gia tri trung binh cua cac yeu to cuoi cung mo % hinh nghien cuu cua de tai 57 Bang 4.19 Thong ke gioi tinh ngircri tieu dung 59 Bang 4.20 Ket qua kiem djnh trung binh nguoi tieu dung nam va nur .60 Bang 4.21 Thong ke mo ta tuoi cua ngucri tieu dung 61 Bang 4.22 Kiem ira tinh dong nhat cua cac phuong sai 61 r Bang 4.23 Ket qua phan tich phuong sai giua cac tuoi 61 Bang 4.24 Thong ke mo ta nghe nghi?p cua ngudi tieu dung 62 Bang 4.25 Kiem tra tinh dong nhat cua cac phuong sai 62 Bang 4.26 Ket qua phan tich phuong sai giOra cac nhom nghe nghiep 62 Bang 4.27 Thong ke mo ta muc thu nh^p cua ngudi tieu dung .63 Bang 4.28 Kiem tra tinh dong nhat cua cac phuong sai 63 Bang 4.29 Ket qua phan tich phuong sat gitta cac muc thu nh$p .64 Bang 5.1 Thong ke mo ta cac bicn 74 V I)ANH M VC CAC SO BO, HINH VE I linh 2.1: Qua trinh quyet djnh mua sim cua nguiri lieu dung .11 Hinh 2.2 Mo hinh chap nhan cong nghc TAM 15 Ilinh 2.3 Mo hinh thuyet hanh vi d\rdinh TPB 16 I linh 2.4 Mo hinh thuyet hanh dong hop ly TRA 18 Hinh 2.5 Mo hinh nghicn cuu de xuat 23 Hinh 3.1 Quy trinh nghicn eiru cua lu$n van 24 Hinh 3.2 Mo hinh nghien eiru chinh thurc cua de tai .27 Hinh 4.1 Bieu Histogram .52 Hinh 4.2 Bi6u dd Normal P-P Plot 53 Hinh 4.3 Bieu Scatterplot 54 Hinh 4.4 Mo hinh nghien cuu 59 VI MVC LVC LO’I CAM DOAN i DANH MVC CAC CHU' VIET TAT ii DANH MVC BANG, BIEL .iii DANH MVC CAC SO D6, HiNH Vfi v MVC LVC vi CHUONG TONG QUAN VE NGHIEN CUV .1 1.1 Tinh cap thiet cua de tai 1.2 Tong quan cac nghien cun trutfc co lien quan den de tai 1.3 Muc ticu nghien cun 1.3.1 Myc tieu tong quat 1.3.2 Myc ticu cu the 1.4 Doi tiro ng nghien cun vi phain vi nghien cihi 1.4.1 Doi liryng nghien ciru .6 1.4.2 Pham vi nghien ciru
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