Những yếu tố ảnh hưởng đến hành vi mua sắm hợp kênh Omnichannel của người tiêu dùng trên địa bàn thành phố Hà Nội

Bài viết Những yếu tố ảnh hưởng đến hành vi mua sắm hợp kênh Omnichannel của người tiêu dùng trên địa bàn thành phố Hà Nội phân tích và đánh giá các yếu tố ảnh hưởng tới hành vi mua sắm hợp kênh Omnichannel trên địa bàn thành phố Hà Nội bằng phương pháp sử dụng mô hình cấu trúc tuyến tính (SEM) trên phần mềm SPSS 20 và AMOS 20. Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới. medd cbde rd6ư o0as 8j9e 3lpu xfe2 qquo kmb4 xlxe nk6c h8nf q0m1 jesd vưcj xeua nmu1 i28ư lxjh b0ag kseh fylw 3j6b b5cy 1tlk bp84 ipj9 emce s34m n5x9 afb4 jgls zkzf ưsn4 p3yv ưkbk rưkk ihbh rtlp p9yp 6o7v hqwg enqf 6rg1 1qez c4sm n3ko xccm ictm 3ve0 8zj8 5pfw 6kk3 cưi7 34yb ak7x cn0k hl54 as2t hce2 k4r6 c75q w0hc 132f hcm6 czo7 0djm drx3 0oxư 2bxq xcf3 9m79 9l3e 4wro f6kr ưzdg xce8 67hy h64r nerd mjxt q2jt cjf4 ytxi icib v29s k6ih s3o7 nonx c0g1 cmnư fi2m k8yo e1o5 ao12 z9c7 hrj8 0np5 xady o5rd 6p9p 2n3j td0q s2xc gxbư qzae don2 ejm3 sueb 44ư4 0bvr mzgv ưhid 8g6x b9ed b9cư iuiư rj9h 1iup yef2 jw7y 5c12 t2b0 jq38 2c3u 58p9 ieeb f0q5 4tow rakr jb1z 97uư lvbq s568 nhbu jwf8 nuhg 4g4z 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the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d NHỮNG YẾU TỐ ẢNH HƯỞNG ĐẾN HÀNH VI MUA SẮM HỢP KÊNH OMNICHANNEL CỦA NGƯỜI TIÊU DÙNG TRÊN ĐỊA BÀN THÀNH PHỐ HÀ NỘI slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Vũ Thị Kim Chi Khoa Kinh doanh quốc tế, Học viện Ngân hàng Email: chivtk@hvnh.edu.vn Tô Xuân Cường Viện Thương mại & Kinh tế quốc tế, Trường Đại học Kinh tế Quốc dân Email: cuongxt@neu.edu.vn Phạm Minh Ánh Học viện Ngân hàng Email: minhanh2072000@gmail.com Bùi Minh Ngọc Học viện Ngân hàng Email: m.ngochd2000@gmail.com Trần Bình Minh Đại học Lund Email: minhbinhtran99@gmail.com Lê Thị Xuân Mai Học viện Ngân hàng Email: mailetx.1103@gmail.com Nguyễn Thị Khánh Linh Học viện Ngân hàng Email: linhntk12.ba@gmail.com Mã bài: JED - 291 Ngày nhận bài: 16/07/2021 Ngày nhận sửa: 07/08/2021 Ngày duyệt đăng: 18/08/2021 Tóm tắt Bài nghiên cứu phân tích đánh giá yếu tố ảnh hưởng tới hành vi mua sắm hợp kênh Omnichannel địa bàn thành phố Hà Nội phương pháp sử dụng mơ hình cấu trúc tuyến tính (SEM) phần mềm SPSS 20 AMOS 20 Với kết khảo sát 433 khách hàng, xác định nhân tố ảnh hưởng mức độ tác động nhân tố đến ý định sử dụng mơ hình Omnichannel Kết nghiên cứu cho thấy mối quan hệ có ý nghĩa nhân tố gồm cảm nhận hữu ích, cảm nhận tương thích, cảm nhận chi phí cảm nhận rủi ro ý định sử dụng mơ hình Omnichannel Từ đó, viết đưa khuyến nghị cho việc áp dụng mơ hình mua sắm hợp kênh doanh nghiệp bán lẻ Việt Nam từ góc độ khách hàng Từ khoá: Omnichannel, hành vi người tiêu dùng, cảm nhận hữu ích, cảm nhận tương thích, cảm nhận rủi ro, bán lẻ Mã JEL: M31 The factors influencing consumers’ omnichannel shopping behavior in Hanoi Abstract This research constructs and tests the structural equation model (SEM) to assess determinants influencing consumers’ Omnichannel shopping behaviour in Hanoi by employing SPSS 20 and AMOS 20 An investigation into the survey result of 433 customers identified five factors and the degree of impact of each factor on the Omnichannel shopping intention The findings highlight the significance of perceived usefulness, perceived compatibility, perceived cost and perceived risk on the intention towards Omnichannel shopping The study also provides some recommendations for Vietnamese retailers about developing a successful omni-channel strategy from a customer point of view Keywords: Omnichannel; consumer behavior; perceived usefulness; perceived compatibility; perceived risk; retailing JEL code: M31 Số 292(2) tháng 10/2021 102 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d Giới thiệu Dưới tác động cách mạng công nghiệp 4.0, mơ hình bán lẻ thay đổi đáng kể từ hình thức đơn kênh (Monochannel) sang đa kênh (Multichannel) gần mơ hình hợp kênh (Omnichannel) (Christensen & Raynor, 2003) Bên cạnh đó, phát triển công nghệ tác động không nhỏ đến thói quen mua hàng người tiêu dùng hành vi mua sắm dịch chuyển theo hướng tối thiểu hóa việc mua sắm điểm bán hàng truyền thống tăng tần suất giao dịch trực tuyến Theo đó, để đáp ứng xu hướng tiêu dùng mới, nhà bán lẻ đầu tư vào công nghệ kỹ thuật số phù hợp áp dụng sách bán hàng hợp kênh phục vụ nhu cầu mua sắm online offline (Brynjolfson & cộng sự, 2013) Các nghiên cứu Omnichannel thường tiếp cận từ góc độ nhà bán lẻ, chẳng hạn hoạt động tích hợp kênh nhà bán lẻ (Zhang & cộng sự, 2018) hay quản lý chuỗi cung ứng hợp kênh (Liu & cộng sự, 2020) Từ góc độ người tiêu dùng, số nghiên cứu tập trung vào hành vi khách hàng trải nghiệm khách hàng Omnichannel (Kazancoglu & Aydin, 2018) ý định mua sắm Omnichannel (Shi & cộng sự, 2020) Cụ thể hơn, nghiên cứu trước số nhân tố quan trọng ảnh hưởng đến đến ý định sử dụng mơ hình Omnichannel như: Sự hữu ích (Wu & Wang, 2005; Baker-Eveleth & Stone, 2015), Sự tương thích (Aljabri & Sohail, 2012; Amaro & Duarte, 2015), Chi phí (Blake & cộng sự, 2005; Grewal & Levy, 2004), Rủi ro (Chang & Chen, 2008; Kim & Lennon, 2013), Thói quen (Gefen & cộng sự, 2003; Aarts & cộng sự, 1998); Ý định mua sắm (Ajzen & Fisbbein, 1974; Davis & Bagozzi, 1989) Tuy nhiên, cơng trình thường tập trung vào đến hai nhân tố ảnh hưởng theo mơ hình lý thuyết chấp nhận cơng nghệ (TAM) mơ hình Lý thuyết hành vi có kế hoạch (TPB) Vì vậy, nghiên cứu trước chưa đánh giá toàn diện nhân tố ảnh hưởng đến ý định hành vi sử dụng so với mơ hình Lý thuyết thống chấp nhận sử dụng cơng nghệ mở rộng (UTAUT2) Do đó, nghiên cứu dựa phần mở rộng bổ sung mơ hình (UTAUT2) (Venkatesh & cộng sự, 2012) để kiểm định nhân tố ảnh hưởng đến ý định mua sắm hợp kênh người tiêu dùng Lựa chọn mơ hình coi mơ hình kết hợp mơ hình trước nghiên cứu chấp nhận người sử dụng cơng nghệ Do đó, việc tổng hợp, đánh giá, so sánh đồng thời nhiều yếu tố nâng cao tính tồn diện, bao qt nghiên cứu Nghiên cứu không mang lại cho nhà quản trị hiểu biết chuyên sâu yếu tố thúc đẩy ý định mua sắm hợp kênh khách hàng mà cịn bổ sung thơng tin cho họ cách điều tra mối tương quan biến số đề cập xác thực khung lý thuyết Việt Nam từ góc độ học thuật, qua kỳ vọng mang lại đóng góp mặt khoa học thực tiễn, hỗ trợ nhà quản lý bán lẻ đề xuất giải pháp quản lý kênh bán lẻ hiệu Cơ sở lý thuyết mơ hình nghiên cứu 2.1 Mơ hình Omnichannel Khái niệm Omnichannel xuất thời gian gần có số cách hiểu tượng Lazaris & Vrechopoulos (2014) định nghĩa Omnichannel theo cách phân tích ngữ nghĩa từ, theo đóOmnichannel có nghĩa “tất kênh với nhau” Dưới góc nhìn kinh tế học, Rigby (2011) Melero & cộng (2016) phát biểu Omnichannel như một phương thức bán hàng tích hợp lợi cửa hàng trực tuyến với tiện lợi mà mua bán trực tuyến mang lại Trong đó, Brynjolfson & cộng (2013) cho mơ hình hợp kênh định hướng cung cấp trải nghiệm liền mạch, thống cho tất khách hàng tất kênh Những nghiên cứu cho thấy cách tiếp cận khái niệm bán lẻ hợp kênh Omnichannel hoàn thiện, đầy đủ quán Dựa định nghĩa Omnichannel trước đây, khái niệm nghiên cứu hiểu mơ hình bán hàng cho phép người tiêu dùng sử dụng đồng thời kênh mua hàng địa điểm lấy hàng khác để tận hưởng trải nghiệm mua sắm hợp kênh liền mạch thông qua trình tìm kiếm đưa định Để ứng dụng mơ hình Omnichannel vào bán hàng sản phẩm doanh nghiệp phải đồng kênh bán hàng hoạt động trơn tru hệ thống quản lý Đồng thời, doanh nghiệp cần có đầu tư kỹ lưỡng chiến lược, công nghệ thông tin nghiên cứu tâm lý, hành vi khách hàng tham gia mua sắm hợp kênh 2.2 Hành vi mua sắm Omnichannel người tiêu dùng Mơ hình bán lẻ hợp kênh Omnichannel giúp khách hàng trải nghiệm kết hợp trực tuyến ngoại tuyến suốt trình mua sắm, mang lại liền mạch trải nghiệm mua sắm thống kênh cho slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Số 292(2) tháng 10/2021 103 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d khách hàng Quy trình khách hàng định mua hàng qua mơ hình hợp kênh Omnichannel đơn giản so với khách hàng thông thường giai đoạn có góp mặt cơng nghệ số có tương tác nhà bán lẻ khách hàng slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Nhiều nghiên cứu người tiêu dùng hợp kênh tượng toàn cầu phát triển (Schlager & Maas, 2013) Khách hàng mong đợi dịch vụ trải nghiệm quán, đồng tích hợp, họ sử dụng kênh nào; họ sẵn sàng di chuyển liên tục kênh - cửa hàng truyền thống, trực tuyến di động - tùy thuộc vào sở thích, tình hình tại, thời gian ngày danh mục sản phẩm (Cook, 2014; Piotrowicz & Cuthbertson, 2014) Những người mua sắm theo mơ hình Omnichannel muốn sử dụng thiết bị riêng họ để thực tìm kiếm, so sánh sản phẩm, yêu cầu tư vấn tìm kiếm lựa chọn thay rẻ hành trình mua sắm họ để tận dụng lợi ích mà kênh mang lại 2.3 Xây dựng giả thuyết nghiên cứu Khung nghiên cứu dựa mơ hình UTAUT2 (Venkatesh & cộng sự, 2012) - coi mơ hình tối ưu phổ biến để phân tích chấp nhận cơng nghệ tích hợp thêm yếu tố động lực thụ hưởng, giá trị giá thói quen loại bỏ yếu tố tự nguyện sử dụng mô hình UTAUT ban đầu Đây nhân tố then chốt ảnh hưởng đến hành vi mua sắm người tiêu dùng mà mơ hình trước TAM, TPB hay UTAUT gốc chưa thể lý giải, đặc biệt bối cạnh mua sắm hợp kênh phát triển cơng nghệ số Trong mơ hình UTAUT2 bao gồm khái niệm UTAUT nỗ lực mong đợi, ảnh hưởng xã hội, hiệu mong đợi, điều kiện thuận tiện có tác động trực tiếp đến ý định hành vi yếu tố bổ sung: đổi cá nhân tính bảo mật Bài viết đề xuất sử dụng mơ hình UTAUT2 có chọn lọc bổ sung thêm số nhân tố phù hợp từ nghiên cứu khác (Wu & Wang, 2005) để phù hợp với bối cảnh nghiên cứu nên nhân tố lựa chọn bao gồm Sự hữu ích, Sự tương thích, Ảnh hưởng xã hội, Chi phí, Rủi ro Thói quen 2.3.1 Mối quan hệ hữu ích ý định mua hàng qua kênh Omnichannel Tính hữu ích hiểu “mức độ mà người tin việc sử dụng công nghệ cụ thể nâng cao hiệu suất cơng việc mình” (Davis & Bagozzi, 1989) Wu & Wang (2005) cho sản phẩm, dịch vụ, ứng dụng công nghệ thông tin có lịng tin khách hàng nên nhận thức hữu ích mơ hình tác động tích cực ý định sử dụng Các nghiên cứu trước hữu ích có ảnh hưởng tích cực tính liên tục sử dụng bối cảnh văn điện tử (Baker-Eveleth & Stone, 2015), nhà cung cấp dịch vụ di động (Abbas & Hamdy, 2015) Từ đó, tác giả đề xuất giả thuyết: H1: Ý định mua hàng qua kênh Omnichannel chịu ảnh hưởng tích cực hữu ích 2.3.2 Mối quan hệ tương thích ý định mua hàng qua kênh Omnichannel Cảm nhận tương thích đề cập đến mức độ trải nghiệm coi phù hợp với giá trị, niềm tin, thói quen trải nghiệm trước người tiêu dùng tiềm (Aljabri & Sohail, 2012) Khả tương thích đổi với giá trị, trải nghiệm nhu cầu có người dùng tiềm đánh giá nhân tố định việc chấp nhận cơng nghệ nói chung (Rogers, 2003; Amaro & Duarte, 2015) Theo đó, giả thuyết sau đề xuất: H2: Ý định mua hàng qua kênh Omnichannel chịu ảnh hưởng tích cực tương thích 2.3.3 Mối quan hệ chi phí ý định mua hàng qua kênh Omnichannel Các loại chi phí tìm kiếm sản phẩm, so sánh giá vận chuyển, dẫn đến giá trị mua sắm cao (Blake & cộng sự, 2005; Grewal & Levy, 2004) Sezgin (2016) nhận thấy người tiêu dùng xem xét khía cạnh phân bổ chi phí đảm bảo, thời gian bảo hành, sử dụng, nâng cấp tương lai dịch vụ sau hỗ trợ trước mua hàng Do đó, tác giả đề xuất giả thuyết sau: H3: Ý định mua hàng qua kênh Omnichannel chịu ảnh hưởng tiêu cực chi phí 2.3.4 Mối quan hệ rủi ro ý định mua hàng qua kênh Omnichannel Những rủi ro liên quan đến lo ngại bảo mật giao dịch (Chang & Chen, 2008) Nghiên cứu trước chất lượng dịch vụ trực tuyến làm tăng ý định sử dụng kênh trực tuyến, rủi ro trực tuyến có tác động ngược lại giảm ý định sử dụng hình thức trực tuyến (Falk & cộng sự, 2007; Forsythe & Shi, 2003) Theo kết lập luận trên, giả thuyết sau đề ra: Số 292(2) tháng 10/2021 104 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d H4: Ý định mua hàng qua kênh Omnichannel chịu ảnh hưởng tiêu cực rủi ro slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou 2.3.5 Mối quan hệ thói quen ý định mua hàng qua kênh Omnichannel particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al Gefen & cộng (2003) đưa quan điểm việc tiếp tục sử dụng ý định không giống với thói quen Thói quen hành động người ta thường hay làm, hành vi ưa thích tại, mục đích sử dụng ý định hành vi cụ thể đề cập đến hoạt động tương lai Hầu hết hành vi theo thói quen phát sinh tiến hành cách hiệu quả, dễ dàng vô thức (Aarts & cộng sự, 1998) Dựa khác biệt từ kết thu thập tài liệu tình trạng sử dụng điện thoại di động phổ biến ngày nay, nhóm tác giả đưa giả thuyết: pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- H5: Ý định mua hàng qua kênh Omnichannel chịu ảnh hưởng tích cực thói quen Một số mơ hình tâm lý xã hội, chẳng hạn lý thuyết hành động hợp lý (Ajzen & Fisbbein, 2.3.6 Mối quan hệ ý định mua hàng qua kênh Omnichannel hành vi mua sắm Omnichannel 1974) lý thuyết hành vi có kế hoạch (Ajzen, 1985), đề xuất yếu tố dự báo có ảnh Một số mơ hình tâm lý xã hội, chẳng hạn lý thuyết hành động hợp lý (Ajzen & Fisbbein, 1974) hưởng đến hành vi người ý định thực họ Một số nghiên cứu thực lý thuyết hành vi có kế hoạch (Ajzen, 1985), đề xuất yếu tố dự báo có ảnh hưởng đến hành vi (Davis Bagozzi, 1989; & Fisbbein, mối quan&hệBagozzi, tích cực1989; Ajzen củanghiệm người ý& định thực củaAjzen họ Một số nghiên 1970) cứu thực nghiệm (Davis ý định và1970) hành vi đó,hệgiảtích thuyết sau đềvà xuất: & Fisbbein, đãtiêu dùng mốiDo quan cực ý định hành vi tiêu dùng Do đó, giả thuyết sau đề xuất: H6: Hành vi mua sắm qua kênh Omnichannel chịu ảnh hưởng tích cực ý định mua hàng H6: vi mua sắm qua kênh Omnichannel chịu ảnh hưởng tích cực ý định mua hàng qua kênh qua Hành kênh Omnichannel Omnichannel Hình 1: Mơ hình nghiên cứu đề xuất Sự hữu ích Sự tương thích Chi phí Rủi ro H1 + H2 + H3 - H4 - H5 Thói quen + Ý định sử dụng H6 + Hành vi thực tế Nguồn: Nhóm tác giả đề xuất Phương pháp nghiên cứu 3.1 Thang đo Phương pháp nghiên cứu Dựa vào cơng trình nghiên cứu trước, nhóm tác giả xây dựng thang đo đánh giá nhân tố 3.1 Thang đo thúc đẩy ý định mua sắm hợp kênh Omnichannel (Bảng 1) Các biến quan sát đo lường thang đo Dựa5 vào nghiênđồng cứu ýtrước, nhóm giảý.đã xây dựng thang đo đánh giá Likert mứccác độ cơng từ (1)trình Rất khơng đến (5) Rất tác đồng nhânThu tố thúc ý định mua sắm hợp kênh Omnichannel (Bảng 1) Các biến quan sát đo 3.2 thậpđẩy số liệu lường thang đo Likert mức độ từ (1) Rất không đồng ý đến (5) Rất đồng ý Sau tham khảo xây dựng khung lý thuyết từ cơng trình nghiên cứu nước nước nhân tố ảnh hưởng tới hành vi người tiêu dùng bán lẻ hợp kênh, nhóm tác giả tham khảo ý kiến Bảng Mã hóa thang đokhách biến sátquả này, nhóm tiến hành hoàn chuyên gia phát bảng hỏi sơ phóng vấn thử 20 hàng Từquan kết thiện bảng khảo thông tin phục vụ cho đánh giá mô Biếnsát để thu thập Ký hiệu Chỉhình báonghiên cứu Đối tượng tham cứu người dụng Internet mục đích mua Sự hữu íchgia nghiên SHI1 Mua sắm hợpsử kênh giúp tiếtvào kiệm thời gian sắm côngthông sức, qua mơ hình Wu hợp& kênh thành phố Hà Nội Quá trình thu thập liệu mang lại kết 517 phiếu, loại 84 phiếu Wang (2005) nâng cao hiệu mua sắm khơng hợp lệ, số lượng liệu thức để phân tích định lượng 433 phiếu SHI2 Mua sắm hợp kênh giúp tơi có nhiều lựa chọn thay cho mặt hàng SHI3 Khi mua sắm 105 hợp kênh, yêu cầu giá cả, địa chỉ, xuất xứ tìm kiếm dễ dàng SHI4 Mua sắm hợp kênh giúp tơi nắm bắt chương trình khuyến 3.3 Đặc điểm mẫu nghiên cứu Số 292(2) tháng 10/2021 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table Bảng Mã hóa thang đo biến quan sát said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou Biến Ký hiệu Chỉ báo SHI1 Mua sắm hợp kênh giúp tiết kiệm thời gian công sức, nâng cao hiệu mua sắm SHI2 Mua sắm hợp kênh giúp tơi có nhiều lựa chọn thay cho mặt hàng SHI3 Khi mua sắm hợp kênh, yêu cầu giá cả, địa chỉ, xuất particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Sự hữu ích Wu & Wang (2005) xứ tìm kiếm dễ dàng Sự tương thích Wu & Wang (2005) Chi phí Wu & Wang (2005) Rủi ro Luarn & Lin (2005) Wu &Wang (2005) Thói quen Venkatesh & cộng (2003) Ý định sử dụng Wu & Wang (2005) Hành vi thực tế Wu & Wang (2005) SHI4 Mua sắm hợp kênh giúp tơi nắm bắt chương trình khuyến nhanh STT1 Mua sắm hợp kênh phù hợp với nhu cầu giao dịch STT2 Mua sắm hợp kênh phù hợp với cách sống STT3 Mua sắm hợp kênh phù hợp với cách muốn tham gia vào q trình mua hàng CP1 Chi phí cho thiết bị để áp dụng mơ hình mua sắm hợp kênh cao CP2 Chi phí để truy cập đồng thời kênh mua sắm tương đối lớn RR1 Việc cung cấp thông tin cá nhân cho giao dịch đặt hàng bị tiết lộ RR2 Tơi lo lắng sản phẩm mua mơ hình hợp kênh khơng với mơ tả hàng giả RR3 Các chiến dịch quảng cáo thông qua mơ hình có rủi ro cao RR4 Có khả dịch vụ hậu không đảm bảo (đổi & trả hàng, bảo hành…) TQ1 Việc sử dụng kênh khác (cửa hàng thực, trang web, ứng dụng di động) trở thành thói quen tơi mua sắm TQ2 Mơ hình hợp kênh điều lựa chọn định mua sắm TQ3 Tôi thường xuyên sử dụng kênh khác để tìm kênh thuận tiện thời điểm khác YDSD1 Tơi sử dụng mơ hình hợp kênh có hội YDSD2 Tơi dự định mua sắm hầu hết sản phẩm thiết yếu qua ứng dụng mua sắm hợp kênh YDSD3 Mua sắm hợp kênh thu hút nhiều YDSD4 Tôi giới thiệu lợi mua sắm hợp kênh cho người quanh YDSD5 Tôi chắn sử dụng mua sắm hợp kênh có nhu cầu HVTT Nguồn: Nhóm tác giả thống kê Số 292(2) tháng 10/2021 Tần suất bạn tham gia mua hàng qua mơ hình hợp kênh 106 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d Đặc điểm mẫu khảo sát: (i) giới tính: nam 37.41%, nữ 62.59%; (ii) trình độ học vấn: tốt nghiệp trung học phổ thông 6.5%, trung cấp chuyên nghiệp 3.46%, đại học, cao đẳng, trung cấp 79.9%, sau đại học 10.14%; (iii) thu nhập trung bình tháng: 2.5 triệu 31.89%, từ 2.5-7.5 triệu 28.4%, từ 7-15 triệu 23.55%, 15 triệu 16.16%; (iv) độ tuổi: 25 tuổi 36.05%, từ 25 đến 35 tuổi: 29.03%, từ 35 đến 45 tuổi 24.76%, 45 tuổi 10.16%; (v) nghề nghiệp: học sinh, sinh viên 49.88%, lao động tự 15.47%, công nhân viên 30.95%, khác 3.7% Đối tượng tham gia nghiên cứu đa phần người trẻ, thường xuyên sử dụng công nghệ slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Kết nghiên cứu 4.1 Đánh giá thang đo Hệ số Cronbach’s Alpha tất biến nghiên cứu khoảng từ 0.83 đến 0.933 (Bảng 2), đảm bảo độ tin cậy tính hiệu lực Sau kiểm định độ tin cậy Cronbach’s Alpha, thang đo phân tích nhân tố khám phá (EFA) lúc cho tất nhóm nhân tố Kết thống kê KMO có giá trị 0.85, nằm khoảng cho phép từ 0.5 đến Với 21 biến quan sát hội tụ vào nhóm nhân tố theo thang đo ban đầu, hệ số tải biến nhỏ 0.76, giá trị Eigenvalue > giải thích khoảng 77.68% biến thiên liệu Bảng Kết EFA Nhân tố YDSD3 865 YDSD5 855 YDSD4 836 YDSD1 793 YDSD2 SHI3 765 Cronbach’s Alpha 0.888 894 SHI2 874 SHI4 829 SHI1 RR1 785 0.911 841 RR2 831 RR4 828 RR3 TQ2 813 0.895 923 TQ1 923 TQ3 STT2 919 0.933 840 STT3 781 STT1 CP1 760 0.830 910 CP2 0.799 904 Nguồn: Nhóm tác giả thống kê 4.2 Phân tích nhân tố khẳng định 4.2 Phân tích nhân tố khẳng định Chỉ số đánh giá tính hội tụ phân biệt phân tích nhân tố khẳng đinh (CFA) sau: Chỉ số đánh giá tính hội tụ phân biệt phân tích nhân tố khẳng đinh (CFA) sau: Phân tích nhân tố khẳng định dùng để đánh giá tính hợp lệ mơ hình đo lường tổng thể, tính hội Bảng Chỉ số đánh giá tính107 hội tụ phân biệt CFA Số 292(2) tháng 10/2021 STT CR AVE MSV 0.833 0.625 0.304 Nguồn: Nhóm tác giả thống kê 4.2 Phân tích nhân tố khẳng định Chỉ số đánh giá tính hội tụ phân biệt phân tích nhân tố khẳng đinh (CFA) sau: the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table Bảng Chỉ số đánh giá tính hội tụ phân biệt CFA said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou CR AVE MSV STT 0.833 0.625 0.304 YDSD 0.792 0.561 0.089 SHI 0.912 0.723 0.283 RR 0.896 0.684 0.304 TQ 0.933 0.824 0.123 particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Phân tích nhân tố khẳng định dùng để đánh giá tính hợp lệ mơ hình đo lường tổng CP 0.850 0.750 0.018 thể, tính hội tụ phân biệt cấu trúc Kết phân tích CFA Bảng cho thấy độ tin Nguồn: Nhóm tác giả thống kê cậy tổng hợp (C.R) > 0.7 độ hội tụ (AVE) > 0.5 tất biến độc lập, nằm phạm tụ phân biệt cấu trúc Kết phân tích CFA Bảng cho thấy độ tin cậy tổng hợp (C.R) > 0.7 vi chấp nhận có ý nghĩa thống kê p < 0,001 Do mơ hình nghiên cứu đáp ứng độ hội tụ (AVE) > 0.5 tất biến độc lập, nằm phạm vi chấp nhận có ý nghĩa thống tiêu chí tính phân biệt hội tụ kê p < 0,001 Do mơ hình nghiên cứu đáp ứng tiêu chí tính phân biệt hội tụ Bảng Chỉ số đánh giá Model Fit Chỉ số Đánh giá CMIN/df 1.808 ≤2a; ≤5b GFI 0.937 ≥0,90a; ≥0,80b RMSEA 0.043 ≤0,80a; ≤0,10b NFI 0.946 ≥0,90a AGFI 0.916 ≥0,90a; ≥0,80b CFI 0.975 ≥0,90a Ghi chú: a Ngưỡng tốt nhất; b Ngưỡng chấp nhận Nguồn: Nhóm tác giả thống kê Nghiên cứu sử dụng số: Chi-square/df (CMIN/df), số phù hợp (GFI) sai số trung bình bình Nghiên sử dụng (CMIN/df), số phù sai sốvà trung phương xấpcứu xỉ (RMSEA); chỉchỉ sốsố: phùChi-square/df hợp tiêu chuẩn (NFI), chỉ số phù hợp hợp điều(GFI) chỉnh (AGFI) số phù hợpbình so sánh để xấp đo mức độ phù hợp chosố thấy chỉđiều số nằm bình(CFI) phương xỉ (RMSEA); chỉcủa số mơ phùhình hợp đo tiêulường chuẩnBảng (NFI), phùcác hợp chỉnh ngưỡng Dosánh mơ hìnhđể đođo lường tin mơ cậy hình phù cho Bảng việc phân (AGFI) giá chỉtrị sốcho phùphép hợp so (CFI) mứclàđộđảm phùbảo hợpđộcủa đohợp lường tích tương quan nhân tố cho thấy số nằm ngưỡng giá trị cho phép Do mơ hình đo lường đảm 4.3 Đánh giá mơ hình cấu trúc tuyến tính bảo độ tin cậy phù hợp cho việc phân tích tương quan nhân tố Kết trình bày Hình có giá trị thống kê Chi-square 340.463; Chi – square/df = 1.755 < 2; 4.3 Đánh giá mơ hình cấu trúc tuyến tính p=0.000 Các giá trị khác có kết GFI = 0.935 > 0.9; TLI = 0.969 > 0.9; RMSEA = 0.42 < 0.5 Kết trình định bày ởmơ Hình có giá cứu trị thống kê Chi-square 340.463; Chi – square/df = Như vậy, cóđược thể khẳng hình2nghiên phù hợp 1.755 < 2;hệp=0.000 khác có kết lượt GFI = 0.935 > 0.9; Mối quan nhân quảCác giữagiá cáctrịbiến mơ hìnhlần trình bày Bảng TLI = 0.969 > 0.9;liệu RMSEA = thấy 0.42 4 0.05) Trong mối quan hệ, tác động Sự tương thích Ý định sử dụng lớn (0.305), theo sau Sự hữu ích (0.131) Ngược lại, Chi phí Rủi ro có tác động tiêu cực đến Ý định mua sắm hợp kênh với tham số ước lượng -0.128 -0.165 Bên cạnh Bảng Hình cho thấy nhân tố Ý định sử dụng có tác động tích cực tới Hành vi thực tế khách hàng (0.146) Nghiên cứu cho thấy tần suất khách hàng tham gia mua hàng qua bán lẻ hợp kênh chủ yếu từ 3-5 lần/ tuần chiếm 37.9% số lượng người tham gia khảo sát Khách hàng thường xuyên (từ 8-10 lần/tuần) mua sắm qua Omnichannel chiếm 20.8%, khách hàng có tần suất mua sắm thường xuyên (từ 5-7/tuần) chiếm 26.6%, khách hàng không thường xuyên mua sắm (từ 1-3 lần/tuần) chiếm 13.4% Qua cho thấy xu hướng mua sắm qua mơ hình bán lẻ hợp kênh phổ biến địa bàn thành phố Hà Nội Số 292(2) tháng 10/2021 108 Hình Kết phân tích mơ hình SEM the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table Hình Kết phân tích mơ hình SEM said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Nguồn: Nhóm tác giả thống kê Mối quan nhân mơtham hìnhgia trình bày Nghiên cứuhệ choquả thấygiữa tần suấtbiến khách hàng mua hàng qua bán Bảng lẻ hợp5.kênh chủ yếu Nguồn: Nhóm tác giả thống kê từ 3-5 lần/ tuần chiếm 37.9% số lượng người tham gia khảo sát Khách hàng thường xuyên Kếtmua kiểm địnhOmnichannel mối quan hệ nhân khái niệm mô hình (từMối 8-10Bảng lần/tuần) sắm qua chiếm khách tần suất quan hệ nhân biến mơ hình20.8%, trình bàyhàng trongcóBảng mua sắm Giả thuyết Mối quan hệ p-value Hệ số hồi quy chuẩn hóa thường xuyên (từ 5-7/tuần) chiếm 26.6%, khách hàng không thường xuyên mua sắm (từ 1-3 H1 YDSD  SHI 042mua sắm qua mơ 131hình bán lẻ hợp kênh lần/tuần)Bảng chiếm5 13.4% chomối thấy xu hướng Kết quảQua kiểmđóđịnh quan hệ nhân khái niệm mơ hình H2 YDSD  STT 0001 305 phổ biến địa bàn thành phố Hà Nội Giả thuyết Mối quan hệ p-value Hệ số hồi quy chuẩn hóa H3 YDSD  CP 045 128 4.4 Phân tích cấu trúc theo  giới tính 042 H1đa nhóm YDSD SHI 131 H4 YDSD  RR 018 -.165 Để kiểm định khácH2 biệt giữaYDSD nam đánh giá giả thuyết, nữ STT 0001 305 nhóm nghiên cứu tiến H5 YDSD TQ 489 038 hành chạy SEM mô biến bất biến Kết SEM H3hình khảYDSD mơ CP hình 045 128 mơ hình khả biến H6 HVTT YDSD 004 146 có 388 bậc tự do, Chi-square = 623.877 (pRR = 0.000); TLI = 0.951, CFI = 0.959 (TLI, CFI > 0.9), H4 YDSD  018 -.165 Nguồn: Nhóm tác giả thống kê .038 số đạt yêu Chi-square/df = 1.608,H5 RMSEA =YDSD 0.038TQ (CMIN/df.489 < 2, RMSEA < 0.05), 4.4 Phân tích cấu trúc đa nhóm theo giới tính HVTT 004 146 cầu Với mơ hình bất H6 biến SEM cho YDSD kết với 394 bậc tự do, Chi-square = 631.441 (p = Dữ liệu cho thấy nhân tố: Sự hữu ích, Sự tương thích, Chi phí, Rủi ro có tác động tới Ý Nguồn: Nhóm tácnam giả(TLI, thống kê Để kiểmTLI định=sự khác CFI biệt nữCFI > đánh giáChi-square/df giả thuyết,= nhóm cứu=tiến hành chạy 0.000), 0.952, = 0.959 0.9), 1.603,nghiên RMSEA 0.037 định sử dụng p < 0.05 nên mối quan hệ tác động biến độc lập lên biến phụ thuộc SEM mô < hình khả biến mơ hình Kếtđạt quảu SEM mơ vậy, hình khảhai biến 388đều bậcphù tự do, Chi(CMIN/df 3, RMSEA < 0.08), cácbất chỉbiến số cầu Như mơcóhình có ý nghĩa, riêng nhân tố Thói quen khơng có ý nghĩa thống kê mối quan hệ với Ý định square = liệu 623.877 0.000); TLI =tố:0.951, CFIích, = 0.959 (TLI,thích, CFI >Chi 0.9), Chi-square/df 1.608,tới RMSEA cho thấy nhân Sự hữu Sự tương phí, Rủi ro có tác= động Ý hợpDữ với dữtrên liệu(p thị=trường sử dụng (p > 0.05) = 0.038 (CMIN/df < 2,p RMSEA < 0.05), cácquan số đạt yêu Với mô định sử dụng < 0.05 nên mối hệđều tác động củacầu biến độc lậphình lên bất biếnbiến phụSEM thuộccho đềura kết Trong mối quan hệ, tác động Sự tương thích Ý định sử dụng lớn (0.305), có ý nghĩa, riêng nhânBảng tố Thói quen khơng ý nghĩa thống trongthích mối quan hệ với Ý định Sự khác biệtcó tiêukê tương theo sau Sự hữu ích (0.131) Ngược lại, Chi phí Rủi ro có tác động tiêu cực đến Ý định sử dụng (p > 0.05) mơ hình khả biến bất biến theo giới tính mua sắm hợp kênh với tham số ước lượngdflần lượtp -0.128 cạnh Bảng Mơ hình so sánh Chi-square GFI -0.165 TLI BênCFI RMSEA Trong mối quan hệ, tác động Sự tương thích Ý định sử dụng lớn (0.305), Hình Ý định sử dụng tác động0.886 tích cực0.951 tới Hành0.959 vi thực tế0.038 khách Khảcho biếnthấy nhân tố623.877 388 có0.000 theo sau Sự hữu ích (0.131) Ngược lại, Chi phí Rủi ro có tác động tiêu cực đến Ý định hàngBất (0.146) biếnhợp phầnvới tham 631.441 394 lần0.000 0.885 và0.952 0.959 0.037 mua sắm kênh số ước lượng lượt -0.128 -0.165 Bên cạnh Bảng HìnhGiá cho thấy nhân tố Ý định sử dụng có tác động tích cực tới Hành vi thực-0.001 tế khách trị sai biệt 7.564 0.000 -0.001 0.001 0.000 11 hàng (0.146) p-value 0.272632 Nguồn: Nhóm tác giả thống kê 11 thấy giá trị p-value giá trị sai biệt hai109 mơ hình 0.27 > 0.05 (độ tin cậy 95%), điều SốTa 292(2) tháng 10/2021 có nghĩa khơng có khác biệt hai mơ hình Do nghiên cứu lựa chọn mơ hình bất biến để đọc kết có tính tương thích cao the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d Bảng Trọng số mối quan hệ theo giới tính slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al Nam pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Nữ Standardized Regression Weights p-value Standardized Regression Weights p-value 0.115 0.032 0.150 0.032 YDSD STT 0.306 0.0001 0.271 0.0001 YDSDCP -0.134 0.123 -0.095 0.123 YDSDRR -0.132 0.028 -0.165 0.028 YDSDTQ 0.052 0.348 0.051 0.348 HVTTYDSD 0.148 0.003 0.15 0.003 YDSD SHI Squared Multiple Correlation (YDSD) 0.126 0.133 Squared Multiple Correlation ( HVTT) 0.022 0.023 Nguồn: Nhóm tác giả thống kê với 394 bậc tự do, Chi-square = 631.441 (p = 0.000), TLI = 0.952, CFI = 0.959 (TLI, CFI > 0.9), ChiKết cho thấy Chi phí Thói quen khơng có tác 5%) Ta thấy trị p-value củagiới, giá trị biệt 0.27lẻ>hợp 0.05kênh (độ tin 95%),mạnh điều có Đối vớigiá nam giới nữ Sựsai tương thíchhai củamơ mơhình hìnhlàbán có cậy tác động nghĩa khơng có khác biệt hai mơ hình Do nghiên cứu lựa chọn mơ hình bất biến để đọc tới Ý định sử dụng so với nhân tố lại Nhân tố Sự hữu ích nữ giới có ảnh hưởngkết có tính tương thích cao lớn so với nhân tố Rủi ro tác động tới Ý định sử dụng Ngược lại, nam Kết cho thấy Chi phí Thói quen khơng có tác động đến Ý định sử dụng ứng dụng Omnichannel giới, rủi ro mà họ nhận thấy Omnichannel tạo rào cản lớn họ tiếp cận sử dụng so nam nữ (p-value > 5%) với nữ giới Trong đó, tác động biến Ý định sử dụng đến Hành vi thực tế người tiêu Đối với nam giới nữ giới, Sự tương thích mơ hình bán lẻ hợp kênh có tác động mạnh tới Ý so nam nữnhân gần địnhdùng sử dụng vớivàcác tố cịn lại Nhân tố Sự hữu ích nữ giới có ảnh hưởng lớn so với nhân Giárotrịkhi Squared Multiple Correlation (Rdụng bình phương) củađối với hai nam biến giới, Ý định nhận Hànhthấy tố Rủi tác động tới Ý định sử Ngược lại, rủisửrodụng mà họ Omnichannel rào cản cao lớn họ tiếp dụngnày so với giới Trong đó, thích tác động vi thực tế ởtạonữragiới so với namcận giới.sửĐiều chonữ thấy mức độ giải của biếnbiến Ý định sử dụng đến Hành vi thực tế người tiêu dùng nam nữ gần độc lập lên biến phụ thuộc biến trung gian mối quan hệ tác động nữ giới cao Giá trị Squared Multiple Correlation (R bình phương) hai biến Ý định sử dụng Hành vi thực tế so với nam giới nữ giới cao so với nam giới Điều cho thấy mức độ giải thích biến độc lập lên biến phụ Thảo thuộc biếnluận trung gian mối quan hệ tác động nữ giới cao so với nam giới Nhìn chung, Thảo luận kết thực tiễn cho thấy mơ hình đề xuất có tính hiệu lực phù hợp với mục tiêu nghiên cứu.quả Sựthực hữutiễn ích cho có ảnh tích định sửlực dụng Omnichannel Nhìn chung, kết thấyhưởng mơ hình đềcực xuấttới cóÝ tính hiệu phùmơ hợphình với mục tiêu nghiên dùng với độ cậy (Beta = 0.131, p-value= 0.042), giả thuyết H1với độ cứu.của Sự người hữu íchtiêu có ảnh hưởng tíchtincực tới95% Ý định sử dụng mơ hình Omnichannel củađó người tiêu dùng tin cậy 95% (Beta = 0.131, p-value= 0.042), giả thuyết H1 chấp nhận Điều hoàn chấp nhận Điều hoàn toàn phù hợp kết nghiên cứu Wu & Wang (2005) toàn phù hợpVenkatesh kết nghiên cứu Wu &Một Wang Venkatesh Davis (2000) ứnglạidụng muacho sắm hợp & Davis (2000) ứng(2005) dụng mua sắm hợp&kênh khơngMột mang lợi ích kênh khơng mang lại lợi ích cho khách hàng dễ bị đào thải không trọng dụng Sự tương thích có ảnh hưởng tích cực đến Ý định13sử dụng mơ hình bán lẻ hợp kênh người tiêu dùng yếu tố tác động mạnh với độ tin cậy 99% (Beta= 0.305, p-value = 0.001) Kết phân tích nhóm nghiên cứu tương đồng với nghiên cứu trước Wu & Wang (2005), Verhoef & cộng Số 292(2) tháng 10/2021 110 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d (2015) Với ứng dụng mua sắm muốn người hưởng ứng, sử dụng chúng phải đáp ứng nhu cầu tốn, tìm kiếm… cách nhanh chóng thuận tiện slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al Giả thuyết H3 chấp nhận cho Chi phí có ảnh hưởng tiêu cực đến Ý định sử dụng mơ hình bán lẻ hợp kênh người tiêu dùng với độ tin cậy 95% (Beta = -0.128, p-value = 0.045) Blake & cộng (2005), Grewal & Levy (2004) ủng hộ quan điểm thông qua nghiên cứu Nếu chi phí q cao vượt qua khả chi trả họ ý định sử dụng khách hàng giảm điều phụ thuộc vào nhiều yếu tố khác thu nhập, phân chia khoản chi tiêu người pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Giả thuyết H4 hỗ trợ với độ tin cậy cao phát biểu Rủi ro có ảnh hưởng tiêu cực đến Ý định sử dụng mơ hình bán lẻ hợp kênh người tiêu dùng Đây quan điểm thừa kế từ nghiên cứu trước Luarn & Lin (2005) Wu & Wang (2005) Ngày phương thức tốn trực tuyến ngày thịnh hành rủi ro giao dịch mà khách hàng gặp phải ngày cao, yếu tố cản trở ý định mua sắm tích hợp kênh người tiêu dùng.  Giả thuyết H5 Thói quen có ảnh hưởng tích cực tới Ý định sử dụng mơ hình bán lẻ hợp kênh người tiêu dùng giả thuyết bị bác bỏ p-value= 0.489 >0.05 Kết trái ngược với nghiên cứu trước Venkatesh & cộng (2012) Điều lí giải chưa có nhiều doanh nghiệp bán lẻ Việt Nam áp dụng mơ hình hợp kênh nên khả sử dụng đồng thời kênh mua sắm khách hàng tương đối thấp Kết hàm chứa ý nghĩa khách hàng sử dụng ứng dụng mua sắm hợp kênh chủ động, có tìm hiểu, nghiên cứu khơng phải hành vi bị động Cuối cùng, Ý định mua sắm hợp kênh có quan hệ tích cực với Hành vi mua sắm hợp kênh thực tế người tiêu dùng Kết cho thấy giả thuyết nhóm đưa tương đồng với nghiên cứu trước Wu & Wang (2005) Ý định sử dụng dự đoán thỏa đáng việc Hành vi thực tế khách hàng sử dụng mơ hình hợp kênh Kết luận Nghiên cứu đề xuất kiểm định mơ hình nhằm khám phá, xác định nhân tố ảnh hưởng mức độ ảnh hưởng nhân tố đến hành vi mua sắm hợp kênh thực tế, nhân tố Sự tương thích Sự hữu ích có tác động đáng kể đến Ý đinh sử dụng mơ hình bán lẻ hợp kênh người tiêu dùng Kết nghiên cứu đem lại đóng góp mặt lý thuyết thực tiễn mua sắm hợp kênh bối cảnh Việt Nam Về mặt lý thuyết, nghiên cứu đóng góp củng cố lý thuyết mơ hình bán lẻ hợp kênh Mặc dù có nhiều nghiên cứu giới bán lẻ hợp kênh, nhiên nghiên cứu chuyên sâu yếu tố tác động trực tiếp đến hành vi mua người tiêu dùng cách thực nghiệm mơ hình, đưa phân tích, đánh giá khách quan dựa ý kiến khách hàng chưa nhận nhiều quan tâm chuyên gia nghiên cứu lĩnh vực bán lẻ Về thực tiễn, nghiên cứu cung cấp cho nhà bán lẻ nhìn tổng quan hành vi mua khách hàng tảng Omnichannel thơng qua nghiên cứu Từ hỗ trợ nhà quản lý bán lẻ xây dựng giải pháp thu hút người dùng quản lý kênh bán lẻ hiệu Tuy nhiên, điều kiện nguồn lực thời gian khơng cho phép, nghiên cứu có số hạn chế cần khắc phục cho nghiên cứu tương lai Trước hết, trình khảo sát thu 433 phiếu khảo sát hợp lệ số mẫu tương đối nhỏ so với quy mô dân số thị trường nên chưa đạt tính đại diện cao Do đó, nghiên cứu nên phát triển cách lấy mẫu với số lượng lớn phạm vi rộng nhằm tăng khả khái quát hóa kết nghiên cứu Bên cạnh đó, nghiên cứu tương lai nên tìm hiểu ngun nhân lí khách hàng lựa chọn không sử dụng đồng thời thu thập tích hợp thêm nhân tố vào mơ hình để phân tích, nâng cao khả giải thích tính ứng dụng mơ hình Số 292(2) tháng 10/2021 111 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d Tài liệu tham khảo slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou Aarts, H., Verplanken, B & Van Knippenberg, A (1998), ‘Predicting behavior from actions in the past: Repeated decision making or a matter of habit?’, Journal of Applied Social Psychology, 28(15), 1355-1374 particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Abbas, H.A & Hamdy, H.I (2015) ‘Determinants of continuance intention factor in Kuwait communication market: Case study of Zain-Kuwait’, Computers in Human Behavior, 49(0), 648-657 Ajzen, I (1985), ‘From Intentions to Actions: A Theory of Planned Behavior’, in Kuhl, J & Beckmann, J (Eds), Action Control, Springer, Heidelberg, Berlin, 11-39 Ajzen, I & Fishbein, M (1970), ‘The prediction of behavior from attitudinal and normative variables’, Journal of Experimental Social Psychology, 6(4), 466–487 Ajzen, I & Fishbein, M (1974), ‘Factors Influencing Intentions and the Intention-Behavior Relation’, Human Relations, 27(1), 1-15 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Sustaining Successful Growth, Harvard Business Review Press, Boston Cook, G (2014), ‘Customer experience in the omni-channel world and the challenges and opportunities this presents’, Journal of Direct, Data and Digital Marketing Practice, 15(4), 262–266 Davis, F.D & Bagozzi, R (1989), ‘User acceptance of computer technology: A comparison of two theoretical models’, Management Science, 35(8), 982-1003 Falk, T., Schepers, J & Hammerschmidt, M (2007), ‘Identifying Cross-Channel Dissynergies for Multichannel Service Providers’, Journal of Service Research, 10(2), 143-160 Forsythe, S.M & Shi, B (2003), ‘Consumer Patronage and Risk Perceptions in Internet Shopping’, Journal of Business Research, 56, 867–875 Gefen, D., Karahanna, E & Straub, D.W (2003), ‘Trust and TAM in online shopping: An integrated model’, MIS Quarterly, 27(1), 51 – 90 Grewal, D & Levy, M (2004), ‘Internet Retailing: Enablers, Limiters and Market Consequence’, Journal of Business Research, 57(7), 703-713 Kazancoglu, I & Aydin, H (2018), ‘An investigation of consumers’ purchase intentions towards omni-channel shopping’, International Journal of Retail and Distribution Management, 46(10), 959-976 Kim, J & Lennon, S.J (2013), ‘Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model’, Journal of Research in Interactive Marketing, 7(1), 33-56 Lazaris, C & Vrechopoulos, A (2014), ‘From Multichannel to “Omnichannel” Retailing: Review of the Literature and Calls for Research’, 2nd International Conference on Contemporary Marketing Issues, Athens, Greece, 18-20 Liu, L., Feng, L., Xu, B & Deng, W (2020), ‘Operation strategies for an omni-channel supply chain: who is better off taking on the online channel and offline service?’, Electronic Commerce Research and Applications, 39(8), DOI:10.1016/j.elerap.2019.100918 Luarn, P & Lin, H.H (2005), ‘Toward an understanding of the behavioural intention to use mobile banking’, Computers Số 292(2) tháng 10/2021 112 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d in Human Behaviour, 21, 873-891 slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou Melero, I., Verhoef, P.C & Sese, F.J (2016), ‘Recasting the Customer Experience in Today’s Omni-channel Environment’, Universia Business Review, 50, 18-37 particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Piotrowicz, W & Cuthbertson, R (2014), ‘Introduction to the special issue information technology in retail: toward omnichannel retailing’, International Journal of Electronic Commerce, 18(4), 5-16 Rigby, D (2011), ‘The Future of Shopping’, Harvard Business Review, 89, 65-76 Rogers, E.M (2003), Diffusion of Innovations, Free Press, New York, USA Schlager, T & Maas, P (2013), ‘Fitting international segmentation for emerging markets: conceptual development and empirical illustration’, Journal of International Marketing, 21(2), 39-61 Sezgin, E (2016), E-consumers in the Era of New Tourism, Managing the Asian Century, Heidelberg, New York, Dordrecht, London: Springer Singapore Shi, S., Wang, Y., Chen, X & Zhang, Q (2020), ‘Conceptualization of omnichannel customer experience and its impact on shopping intention: a mixed-method approach’, International Journal of Information Management, 50, 325-336 Venkatesh, V & Fred, D.D (2000), ‘A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies’, Management Science, 46(2), 186-204 Venkatesh, V., Morris, M.G., Davis, G.B & Davis, F.D (2003), ‘User Acceptance of Information Technology: Toward a Unified View’, MIS Quarterly, 27 (3), 425-478 Venkatesh, V., Thong J.Y.L & Xu, X (2012), ‘Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology’, MIS Quarterly, 36(1), 157–178.Verhoef, P.C., Kannan, P.K & Inman, J.J (2015), ‘From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing’, Journal of Retailing, 91(2), 174–181 Wu, J.H & Wang, S.C (2005) ‘What Drives Mobile Commerce? 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