Ứng dụng mô hình UTAUT mở rộng vào môi trường mua sắm trực tuyến: Vai trò của tính kích thích đến hành vi mua hàng ngẫu hứng và hành vi mua hàng liên tục của người tiêu dùng Việt Nam

Bài viết Ứng dụng mô hình UTAUT mở rộng vào môi trường mua sắm trực tuyến: Vai trò của tính kích thích đến hành vi mua hàng ngẫu hứng và hành vi mua hàng liên tục của người tiêu dùng Việt Nam nghiên cứu các nhân tố liên quan tới hành vi mua hàng trực tuyến, cụ thể là mua hàng ngẫu hứng và liên lục, sẽ mang lại cơ sở tham khảo và phân tích sâu giúp... 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Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag ỨNG DỤNG MƠ HÌNH UTAUT MỞ RỘNG VÀO MƠI TRƯỜNG MUA SẮM TRỰC TUYẾN: VAI TRỊ CỦA TÍNH KÍCH THÍCH ĐẾN HÀNH VI MUA HÀNG NGẪU HỨNG VÀ HÀNH VI MUA HÀNG LIÊN TỤC CỦA NGƯỜI TIÊU DÙNG VIỆT NAM in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below Lương Thu Hà Trường Đại học Kinh tế Quốc dân Email: haluongthu@neu.edu.vn Nguyễn Ngọc Phương Thảo Trường Đại học Kinh tế Quốc dân Email: npt10102@gmail.com Đàm Vũ Đức Hiếu Trường Đại học Kinh tế Quốc dân Email: hieudvd1911@gmail.com Đào Yến Nhung Trường Đại học Kinh tế Quốc dân Email: nhugnyd@gmail.com Mã bài: JED - 53 Ngày nhận: 03/3/2021 Ngày nhận sửa: 26/3/2021 Ngày duyệt đăng: 05/9/2021 Tóm tắt: Dựa Lý thuyết chấp nhận sử dụng công nghệ (UTAUT) (Venkatesh & cộng sự, 2003) biến Tính kích thích, nhóm tác giả xây dựng mơ hình nghiên cứu Các nhân tố ảnh hưởng tới hành vi mua hàng trực tuyến ngẫu hứng liên tục người tiêu dùng Việt Nam Qua đó, nhóm đặt giả thuyết chứng thực mối liên kết biến độc lập: Tính hữu ích, Tính dễ sử dụng, Ảnh hưởng xã hội, Điều kiện vật chất hỗ trợ, Tính kích thích, biến phụ thuộc: Ý định mua hàng trực tuyến, Hành vi mua hàng trực tuyến ngẫu hứng liên tục Kết hồi quy tuyến tính đa biến gồm 583 quan sát cho thấy, Tính dễ sử dụng, Tính hữu ích Tính kích thích đóng vai trị quan trọng tới Hành vi mua hàng trực tuyến ngẫu hứng liên tục người tiêu dùng Từ khóa: hành vi mua hàng, hành vi mua hàng ngẫu hứng, hành vi mua hàng liên tục, mua hàng trực tuyến, UTAUT, Việt Nam Mã JEL: D11 Applying the extended UTAUT model to the online shopping environment: The role of Stimulus in Impulsive and Compulsive buying behaviors of Vietnamese consumers Abstract Based on The Theory of Adoption and Use of Technology (UTAUT) (Venkatesh et al., 2003) and the new variable Stimulus, this paper builds a research model regarding the Factors affecting the online impulsive and online compulsive buying behaviors of Vietnamese consumers The authors hypothesized and verified the relationship between the independent variables: Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Stimulus, and the dependent variables: Online Buying Intention, Online Impulsive and Online Compulsive Buying Behavior The results, which were obtained from multiple regression analysis based on research sample of 583 observations, revealed that Effort Expectancy, Performance Expectancy and Stimulus play a crucial role in shaping the Vietnamese consumers’ online impulsive and online compulsive buying behaviors Keywords: Buying behavior, compulsive buying behavior, impulsive buying behavior, online buying, UTAUT, Vietnam JEL code: D11 Số 291 tháng 9/2021 66 Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag Giới thiệu in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to Trong bối cảnh nay, xu hướng mua hàng trực tuyến Việt Nam số lượng người tiếp cận, sử dụng kênh mua sắm trực tuyến ngày nhiều Khảo sát Global Data cho thấy, năm 2020, doanh số bán hàng tảng thương mại điện tử Việt Nam tăng 30,3%, đạt mức 13,1 tỷ USD Trước mua hàng trực tuyến xuất hiện, hành vi mua hàng ngẫu hứng nghiên cứu cửa hàng (Rook & Fisher, 1995) Tuy nhiên, so với trực tiếp, môi trường trực tuyến tạo điều kiện thuận lợi cho hành vi mua sắm ngẫu hứng (Liu & cộng sự, 2013) Hơn nữa, phát triển nhanh chóng thương mại điện tử tiến công nghệ thông tin khiến hành vi trở nên phổ biến hết (Chan & cộng sự, 2017) from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below Ngày nay, mua sắm khơng cịn đơn hành động mà trở thành thói quen dẫn đến hành vi bất thường gọi mua hàng liên tục (Black & cộng sự, 2012) Kukar-Kinney & cộng (2012) cho rằng, người mua liên tục có xu hướng mua trực tuyến nhiều so với người mua không liên tục Những tiện ích mà cơng nghệ đem lại giúp khách hàng tồn giới, có Việt Nam, mua sắm nhanh chóng dễ dàng Từ năm 2020, với bùng phát đại dịch COVID-19, hành vi mua hàng trực tuyến liên tục có sức ảnh hưởng không nhỏ tới xu hướng mua sắm trực tuyến, tiếp rõ ảnh hưởng tới bên mua hàng, bên bán hàng bên cung cấp tảng để hợp thức hóa việc mua hàng (Celik & Kose, 2021) Venkatesh & cộng (2003) cho rằng, mơ hình UTAUT đạt tới giới hạn việc giải thích hành vi tiêu dùng cần mở rộng để xây dựng sở lý thuyết bao quát Vì thế, nhóm nghiên cứu thực vấn sâu 20 người tiêu dùng Hà Nội nhằm tìm nhân tố có ảnh hưởng đến ý định mua hàng trực tuyến họ Kết cho thấy, đa phần người tiêu dùng cho kích thích mơi trường trực tuyến tương tác, độ tin cậy, thời gian phản hồi, hoạt động trực quan,… yếu tố có tác động rõ ràng Vì vậy, biến Tính kích thích kết hợp vào mơ hình nhằm nâng cao khả ứng dụng tổng quát nghiên cứu Với lý mục tiêu trên, nghiên cứu nhân tố liên quan tới hành vi mua hàng trực tuyến, cụ thể mua hàng ngẫu hứng liên lục, mang lại sở tham khảo phân tích sâu giúp phát triển sách phù hợp cho phát triển thương mại điện tử kinh tế số Việt Nam Tổng quan nghiên cứu 2.1 Cơ sở lý thuyết 2.1.1 Ý định mua hàng trực tuyến Ý định động lực ảnh hưởng đến việc hình thành hành vi định sử dụng số để xem mức độ người phải mong muốn nỗ lực nhằm thực hành vi (Ajzen, 1991) Trong viết này, ý định mua hàng định nghĩa sẵn lòng mua mặt hàng cá nhân (Tirtiroglu & Elbeck, 2008) Dựa lập luận Zwass (1998) Pavlou (2003), ý định mua hàng trực tuyến ý định sẵn sàng người tiêu dùng việc xây dựng mối quan hệ thực giao dịch với nhà bán lẻ trang web họ 2.1.2 Hành vi mua hàng trực tuyến ngẫu hứng Hành vi mua hàng ngẫu hứng hành vi khơng có kế hoạch dựa cảm xúc, thường tích cực, người mua hàng Đặc điểm hành vi tính thiên vị chủ quan định nhanh chóng có lợi cho việc sở hữu (Rook & Hoch, 1985; Rook 1987) Để ủng hộ thực tế 40% chi tiêu trực tuyến người tiêu dùng kết việc mua sắm ngẫu hứng, Liu & cộng (2013) lập luận môi trường trực tuyến tạo nhiều điều kiện thuận lợi cho hành vi mua hàng ngẫu hứng việc mua sắm cửa hàng Sự chuyển đổi xảy người tiêu dùng tận hưởng phát triển nhanh chóng mạnh mẽ cơng nghệ thông tin, thương mại điện tử đổi phương thức toán trực tuyến (Adlaac & cộng sự, 2003) Do vậy, người tiêu dùng có xu hướng thích mua sắm nhu cầu thực tế họ (Beatty & Ferrell, 1998) 2.1.3 Hành vi mua hàng trực tuyến liên tục Giới thiệu lần đầu Kraepelin, hành vi mua hàng liên tục xuất từ kỉ trước vào năm 1915 Vì vậy, nhiều nghiên cứu có đóng góp đáng kể cho lí thuyết cung cấp sở thực Số 291 tháng 9/2021 67 Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag nghiệm quan trọng sau Đáng ý nhất, mua hàng liên tục định nghĩa “một hành vi mua hàng thường xuyên, lặp lặp lại xảy phản ứng với kiện cảm giác tiêu cực” (O’Guinn & Faber, 1989), thông qua việc mua sản phẩm với số lượng lớn mà người khơng cần khơng có khả chi trả (Hoyer & MacInnis, 2007) Ngày nay, người tiêu dùng thường xuyên tiếp xúc với tiến công nghệ thông tin thương mại điện tử nỗ lực tiếp thị tập đoàn đa quốc gia Do đó, khơng có ngạc nhiên thấy xu hướng phát triển hành vi tiêu dùng bất thường, chẳng hạn mua hàng liên tục, kích hoạt gia tăng mức độ thương mại hóa việc tiếp thị qua Internet Có thể nói, môi trường trực tuyến lên yếu tố kích thích lớn đến hành vi mua hàng liên tục người tiêu dùng (Bighiu, 2015) 2.2 Ứng dụng mơ hình UTAUT biến Tính kích thích nghiên cứu hành vi mua sắm người tiêu dùng 2.2.1 Mơ hình UTAUT Mơ hình lý thuyết chấp nhận sử dụng công nghệ (UTAUT) phát triển sở tám thuyết mơ hình nhằm giải thích chấp nhận cơng nghệ (Venkatesh & cộng sự, 2003) Tuy ban đầu áp dụng cho bối cảnh tổ chức, khả giải thích mơ hình hành vi người tiêu dùng đạt tới 70%, hiệu tất mơ hình trước (Venkatesh & cộng sự, 2003) Lý thuyết xác định bốn yếu tố gồm Tính hữu ích (PE), Tính dễ sử dụng (EE), Ảnh hưởng xã hội (SI) Điều kiện vật chất hỗ trợ (FC) Ttrong PE, EE SI tác động trực tiếp lên Ý định hành vi (IN), FC IN chứng minh yếu tố định đến Hành vi sử dụng thực tế 2.2.2 Điểm nghiên cứu ứng dụng mơ hình UTAUT biến Tính kích thích Escobar-Rodríguez & Carvajal-Trujillo (2014) áp dụng mơ hình UTAUT để nghiên cứu yếu tố ảnh hưởng đến hành vi sử dụng trang web hàng không giá rẻ để đặt chuyến bay khách hàng Phát cho thấy, mức độ ảnh hưởng lên ý định đặt vé theo thứ tự giảm dần là: Tính hữu ích, Tính dễ sử dụng Ảnh hưởng xã hội Còn với hành vi mua vé trực tuyến, Ý định mua hàng kết luận có ảnh hưởng lớn Điều kiện vật chất hỗ trợ Nghiên cứu Chen & Yao (2018) sử dụng tính kích thích đặc điểm tảng đấu giá trực tuyến (tính tiện lợi, dễ sử dụng sẵn có thơng tin) hành động quảng bá (tính khan giá khuyến mãi) Kết quả, kính thích đề xuất có ảnh hưởng tích cực đến tâm lí người mua trừ giá khuyến Cuối cùng, có xu hướng mua cảm thấy tích cực mua hàng ngẫu hứng bộc lộ hành vi trình mua hàng trực tuyến họ Với chủ đề mua hàng liên tục mạng xã hội, Umer & Attiq (2018) giả định kích thích (vốn xã hội giao tiếp đồng đẳng) tác động đến cảm giác thích thú thơi thúc mua hàng đến hành vi mua hàng trực tuyến liên tục Kết quả, gia tăng vốn xã hội giao tiếp đồng đẳng ảnh hưởng tích cực đến nhận thức thích thú, thơi thúc họ mua hàng Và với ảnh hưởng thuận chiều có ý nghĩa, thúc mua hàng kết luận yếu tố dự báo đáng kể cho yếu tố phi lý trí hành vi mua hàng liên tục Để nghiên cứu hành vi mua hàng trực tuyến, mô hình hành vi chấp nhận sử dụng cơng nghệ (UTAUT) nên sử dụng Ví dụ, biến SI đánh giá ảnh hưởng xã hội lên ý định mua hàng có ý nghĩa khơng nhỏ Việt Nam, nơi lượng lớn người tiêu dùng mua đồ theo xu hướng chạy theo đám đơng thay mục đích sử dụng thực Tuy vậy, hai hành vi đo lường nghiên cứu - Hành vi mua hàng trực tuyến ngẫu hứng liên tục, hành vi có tính chọn lọc đặc thù, nên ứng dụng đơn lẻ mơ hình UTAUT khơng giải thích đủ yếu tố tiềm khác Cần phải nhấn mạnh rằng, tính kích thích từ mơi trường trực tuyến hình ảnh trình bày, dễ dàng tham khảo so sánh hay mức độ an tồn uy tín - điều mà PE hay EE mơ hình UTAUT chưa ước lượng - thực nghiệm chứng minh có tác động đáng kể đến hành vi mua hàng trực tuyến ngẫu hứng liên tục (Zimmerman, 2012; Luo cộng sự, 2018) Vì thế, kết hợp mơ hình UTAUT biến Tính kích thích nhóm tác giả kì vọng giúp mơ hình nghiên cứu hồn thiện Mơ hình nghiên cứu Nhóm tác giả xây dựng mơ hình nghiên cứu cuối với biến độc lập biến phụ thuộc, biến từ mơ hình UTAUT: Tính hữu ích (PE), Tính dễ sử dụng (EE), Ảnh hưởng xã hội (SI), Điều kiện vật chất hỗ trợ (FC) biến Tính kích thích (ST) sở điều kiện phù hợp với thị trường Việt Nam in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below Số 291 tháng 9/2021 68 Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles Mơ hình nghiên cứu the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It Hình 1: Mơ hình nghiên cứu along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the Tính hữu ích H1 ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below Tính dễ sử dụng Ảnh hưởng xã hội H3 H4 Điều kiện vật chất hỗ trợ H6 H2 Ý định mua hàng trực tuyến H5 Hành vi mua hàng trực tuyến ngẫu hứng H7 Hành vi mua hàng trực tuyến liên tục Tính kích thích Nguồn: Nhóm nghiên cứu đề xuất Những biến kì vọng tác động lên Ý định mua hàng trực tuyến, Ý định ảnh hưởng lên Hành vi mua hàng trực tuyến cách ngẫu hứng liên tục (Hình 1) Nhóm xây dựng mơ hình nghiên cứu cuối với biến độc lập biến phụ 3.1 Tính hữutác íchgiả (PE) Theo Venkatesh cộng từ (2003), “Tính hữu ích” liênhữu quaních đến(PE), mức độ mọidễ người nhận thấy cơng thuộc, 4& biến mơ hình UTAUT: Tính Tính sử dụng (EE),một Ảnh nghệ có giúp nâng cao suất tiết kiệm thời gian công sức họ Nếu chi phí thấp hưởng xã hội (SI), Điều kiện vật chất hỗ trợ (FC) biến Tính kích thích (ST) sởlợi ích cao hơn, công nghệ hữu ích ý định sử dụng tích cực (Brown & cộng sự, 2010) Mơ hình điều kiện phù hợp với thị trường Việt Nam Những biến kì vọng tác động lên Ý định tương tự mong đợi mua hàng trực tuyến Từ đó, nhóm nghiên cứu đề xuất giả thuyết: mua Ýhưởng định sẽtích ảnhcực hưởng lênđịnh Hành vi hàng mua hàng trực tuyến cách ngẫu hứng H1:hàng Tínhtrực hữutuyến, ích ảnh đến Ý mua trực tuyến 1).(EE) 3.2 liên Tínhtục dễ (Hình sử dụng 3.1 Tính ích (PE) “Tính dễ hữu sử dụng” đánh giá cá nhân mức độ sử dụng công nghệ mà không cần nỗ lực Nỗ lực để Theo Venkatesh & cộng sựminh (2003), “Tính hữutrực ích”tiếp liênđến quan đếnmua mứchàng, độ nhậngiai sử dụng cơng nghệ chứng có ảnh hưởng ý định đặcngười biệt đoạn phá sửnghệ dụngmới công (Venkatesh & suất Davis, Theo Hansen động thấykhám cơng cónghệ giúpđó nâng cao và2000) tiết kiệm thời gian (2006), công sức củalực họ.chính Nếu để khách hàng lựahơn chọn mualợi trực giảm tốinghệ đa nỗsẽ lựchữu thểích chấthơn tinh thành chi phí thấp íchtuyến cao hơn, cơng ýthần địnhcần sử thiết dụngđểnóhồn tích cựcmột nhiệm vụ mua sắm khơng có sẵn từ kênh thay Kế thừa kết trên, nhóm đưa giả thuyết: (Brown & cộng sự, 2010) Mơ hình tương tự mong đợi mua hàng trực tuyến Từ đó, H2: Tính dễ sử dụng ảnh hưởng tích cực đến Ý định mua hàng trực tuyến nhóm nghiên cứu đề xuất giả thuyết: 3.3 Ảnh hưởng xã hội (SI) H1: Tính hữu ích ảnh hưởng tích cực đến Ý định mua hàng trực tuyến “Ảnh hưởng xã hội” nhận thức cá nhân việc người khác nghĩ họ nên sử dụng 3.2.phẩm Tínhcơng dễ sử dụng (EE) sản nghệ thông tin (Venkatesh & cộng sự, 2003) Vì mua hàng trực tuyến định tự dễ sử dụng” đánh cá nhân mứcdođộtácsửđộng dụngnhận cơng nghệ nỗđó, nguyện,“Tính biến kỳ vọng cógiá ảnhcủa hưởng đến ývềđịnh dạng mà nội khơng hóa.cần Theo đưa ra: lực.giả Nỗthuyết lực để sử dụng cơng nghệ chứng minh có ảnh hưởng trực tiếp đến ý định mua H3: Ảnh hưởng củagiai xã hội lênkhám Ý định hàng công trực tuyến cực hàng, đặc biệt đoạn phámua sử dụng nghệ đótích (Venkatesh & Davis, 2000) Theo 3.4 Điều kiện vật chất trợ (FC) Hansen (2006), động lựchỗchính để khách hàng lựa chọn mua trực tuyến giảm tối đa nỗ lực thể “Điều kiện vật chất hỗ trợ” mức độ cá nhân tin ln có hỗ trợ bên ngồi sử dụng cơng nghệ (Venkatesh & cộng sự, 2003) Yếu tố 6này đánh giá đầy đủ kiến thức người dùng hỗ trợ từ bên phát hành công nghệ Đặc biệt, mua sắm trực tuyến sở hữu yêu cầu tương tự kiến thức, tài nguyên hỗ trợ trao quyền khách hàng để vượt qua hạn chế mua không xúc giác, không tiếp xúc trực tiếp với người bán phải tốn trực tuyến (Song & Zahedi, 2005) Qua đó, nhóm tác giả đưa giả thuyết: H4: Điều kiện vật chất hỗ trợ ảnh hưởng tích cực đến Ý định mua hàng trực tuyến 3.5 Tính kích thích mua sắm (ST) “Tính kích thích” thường liên kết với dấu hiệu vật lý môi trường cửa hàng môi trường Số 291 tháng 9/2021 69 Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag mô tả khung dịch vụ Bitner (1992) Tuy nhiên, hữu ích việc phân định mơi trường cửa hàng tảng thương mại điện tử, khung dịch vụ Bitner thường gọi cảnh quan dịch vụ trực tuyến (Harris & Goode, 2010) Theo tác giả, cảnh quan dịch vụ trực tuyến liên quan đến kích thích mơi trường (tính thiết kế trang web) xuất có trải nghiệm mua hàng trực tuyến nhằm tăng ý định mua sắm khách hàng Vì vậy, giả thuyết đưa ra: H5: Tính kích thích ảnh hưởng tích cực đến Ý định mua hàng trực tuyến 3.6 Ý định mua hàng trực tuyến (IN) Ý định mua hàng đại diện cho chuyển đổi biến liên quan đến cá nhân xã hội, việc sử dụng cá nhân công nghệ thông tin (Venkatesh & cộng sự, 2003) Ý định mua hàng yếu tố định gần với hành vi sử dụng công nghệ nhiều môi trường khác nhau: ngân hàng di động (Yu, 2012) hay Internet di động (Venkatesh & cộng sự, 2012) Cũng có chứng cho thấy ý định khách hàng mạnh mẽ dẫn đến tâm cao việc mua sắm trực tuyến 3.7 Hành vi mua hàng trực tuyến ngẫu hứng (IB) Với phát triển công nghệ thông tin, người tiêu dùng đặt mua từ kênh trực tuyến 24/24 Khả người tiêu dùng mua ngẫu hứng cho tăng lên nhờ tiện lợi mua sắm trực tuyến (Koufaris, 2002) Khi có ý định mua trực tuyến, người tiêu dùng bị tác động bị thu hút nhiều yếu tố kích thích từ quảng cáo hay chương trình khuyến thời gian ngắn hay số lượng có hạn (Kahneman & Tversky, 2013) Người tiêu dùng có thời gian cân nhắc việc mua hàng ngẫu hứng theo thói quen thay cần thiết hàng hóa Vì thế, nhóm tác giả đề xuất giả thuyết: H6: Ý định mua hàng trực tuyến ảnh hưởng tích cực đến Hành vi mua hàng trực tuyến ngẫu hứng 3.8 Hành vi mua hàng trực tuyến liên tục (CB) Đối với hành vi mua hàng trực tuyến liên tục, điểm độc đáo mua trực tuyến khả tiếp cận cao, số lượng lớn hiển thị trực tuyến hấp dẫn cho yếu tố làm tăng hành vi (Eastin, 2002) Hơn nữa, nhiều người liên tục muốn tránh bị nhắc nhở tiêu chí quy chuẩn (LaRose, 2001), nên họ có xu hướng mua sắm vào ban đêm thơng qua kênh mua sắm nhà (Lee & cộng sự, 2000) Do đó, mua sắm trực tuyến cách tốt để mua liên tục môi trường mua sắm biệt lập Hơn nữa, dễ bị ảnh hưởng yếu tố kích thích dẫn đến mua hàng ngẫu hứng (Faber & O’Guinn, 1992), người mua liên tục dễ ham muốn chi tiêu, chế phòng vệ yếu chương trình kích cầu có giới hạn Qua đó, nhóm nghiên cứu đưa giả thuyết: H7: Ý định mua hàng trực tuyến ảnh hưởng tích cực đến Hành vi mua hàng trực tuyến liên tục Phương pháp nghiên cứu 4.1 Mẫu nghiên cứu Đối tượng khảo sát nghiên cứu bao gồm tất người tiêu dùng Việt Nam có khả sử dụng in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below Bảng 1: Đặc điểm mẫu nghiên cứu Theo giới tính Nam Nữ Khác Theo nhóm tuổi Dưới 15 tuổi 15 - 18 tuổi 18 - 22 tuổi 22 - 30 tuổi 30 - 40 tuổi Trên 40 tuổi Nguồn: Thống kê nhóm nghiên cứu Số lượng Phần trăm 201 382 34,6 65,4 0,00 18 64 218 201 43 39 3,1 11,0 37,4 34,5 7,4 6,7 70 Số 291 tháng 9/2021 4.2 Các thang đo sử dụng Bảng hỏi khảo sát xây dựng dựa sở lý thuyết tổng quan nghiên cứu Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag kênh mua sắm trực tuyến, hạn chế nguồn lực, nghiên cứu tiếp cận người mua hàng trực tuyến địa bàn thành phố Hà Nội Dữ liệu sơ cấp sử dụng nghiên cứu thu thập qua trình khảo sát Bảng hỏi xây dựng nhờ tham khảo nghiên cứu trước hiệu chỉnh phù hợp với bối cảnh nghiên cứu Bảng hỏi gồm hai phần: Các truy vấn thông tin nhân học Các câu hỏi đánh giá tác động năm nhân tố đến Ý định Hành vi mua hàng người tham gia khảo sát Tổng cộng 652 câu trả lời thu thập hai hình thức trực tuyến trực tiếp Trong đó, 69 phiếu bị loại thiếu hụt thông tin quan trọng tính phi logic Bảng tóm tắt đặc điểm mẫu nghiên cứu sau loại bỏ phiếu không hợp lệ 4.2 Các thang đo sử dụng Bảng hỏi khảo sát xây dựng dựa sở lý thuyết tổng quan nghiên cứu trước Trong đó, thang đo cho Tính hữu ích (PE), Tính dễ sử dụng (EE), Ảnh hưởng xã hội (SI), Điều kiện vật chất hỗ trợ (FC) Ý định hành vi (IN) tham khảo từ nghiên cứu Venkatesh & cộng (2003); Yang (2010); Celik (2016) Cịn Tính kích thích (ST) tham khảo từ Mo & cộng (2015); Chan & cộng (2017) Tất câu hỏi xây dựng theo thang đo Likert điểm, từ (hồn tồn khơng đồng ý) đến (hồn tồn đồng ý) 4.3 Phương pháp phân tích liệu Trước tiên, độ tin cậy thang đo đánh giá thông qua hệ số Cronbach’s Alpha thang đo Do kết hợp mô hình UTAUT nhân tố – Tính kích thích, nghiên cứu sử dụng phép phân tích nhân tố khám phá (EFA) nhằm xác định nhóm nhân tố ảnh hưởng tới Ý định mua hàng trực tuyến Sau đó, hệ số tương quan biến ước lượng để xem xét mối tương quan tuyến tính cặp biến Cuối cùng, ước lượng bình phương nhỏ (OLS) dùng để đánh giá tác động biến giải thích lên biến giải thích tính đơn giản hiệu phương pháp Tất bước phân tích xử lý phần mềm SPSS 26 Kết nghiên cứu 5.1 Kiểm định độ tin cậy tính hợp lệ thang đo 5.1.1 Kiểm định độ tin cậy thang đo Nhóm nghiên cứu kiểm tra độ tin cậy cho thang đo hệ số Cronbach’s Alpha Giá trị Cronbach’s Alpha biến nằm khoảng từ 0,739 đến 0,897; số tương quan thang đo – biến tổng hiểu chỉnh thang đo lớn 0,3 cho thấy tất biến sử dụng đạt độ tin cậy cao Với biến độc lập, nhóm thang đo Tính dễ sử dụng (EE) có số Cronbach’s Alpha cao – 0,895, số Điều kiện vật chất hỗ trợ (FC) 0,739 – mức thấp Ở ba biến phụ thuộc, Hành vi mua hàng trực tuyến ngẫu hứng (IB) có số Cronbach’s Alpha 0,879, Ý định mua hàng trực tuyến (IN) Hành vi mua hàng trực tuyến liên tục (CB) có Cronbach’s Alpha 0,897 5.1.2 Tính hợp lệ biến Phép phân tích nhân tố khám phá (EFA) sử dụng để rút gọn lượng lớn thang đo đề xuất thành tập hợp nhân tố có ý nghĩa Tiêu chí EFA số KMO lớn 0,5 (Field, 2013) kiểm định Barlett có p-value nhỏ 0,05 – cho thấy liệu dùng để phân tích nhân tố phù hợp biến có tương quan với Thêm vào đó, thang đo có hệ số tải yếu (nhỏ 0,5) lên biến tải lên nhiều biến bị loại bỏ Kết phép phân tích nhân tố biến độc lập phụ thuộc đáp ứng điều kiện Có năm thang đo đại diện cho năm biến độc lập, biến FC biến có ba báo FC1, FC3 FC4 bị loại báo FC2 ghép chung vào nhóm báo thang đo EE Giá trị tổng phương sai trích cho thấy nhân tố giải thích tổng 64,186% thay đổi liệu Với biến phụ thuộc, báo IB6 trình phân tích nhân tố rơi vào nhóm thang đo CB, ba biến phụ thuộc lúc Ý định mua hàng trực tuyến (IN – báo), Hành vi mua hàng trực tuyến ngẫu hứng (IB – báo) Hành vi mua hàng trực tuyến liên tục (CB – báo) 5.2 Phân tích tương quan Kết phân tích tương quan Pearson cho thấy có tồn mối tương quan tuyến tính biến độc lập biến phụ thuộc Ý định mua hàng trực tuyến Đặc biệt, biến PE, EE, SI ST có tương quan mạnh, với in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below Số 291 tháng 9/2021 71 Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag hệ số 0,595; 0,584; 0,422 0,534 Thêm vào đó, mối quan hệ Ý định mua hàng trực tuyến hai hành vi có tồn tại, với hệ số tương quan IN với IB CB 0.419 0.237 Tất mối tương quan có ý nghĩa mức tin cậy 5% in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the 5.3 Phân tích hồi quy ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r Kết phép phân tích phương sai cho thấy F-Statistics = 129,430; df = 4, p-value = 0,000, tức mơ hình 2: Kết 0,472, phân tích quy đa hồi biếnquy tuyến tính xây dựng phù hợp có ý nghĩa mức tin cậyBảng 1% Hệ số hàmhồi ý mơ hình � � � � Thống Durbin-Watson làquy 1,708, khơng có tượngkê tựđa tương �� �47,2% �����với � ������� ������� � ������� Hệliệu số� hồi quy kê chưa Hệ số � hồi������� Thống cộngquan phần dư mơ hình hồi quy Bảng trình bày kết phân tích hồi quy chuẩn hóamua chuẩn hóa thể thấy, yếu tố ảnh hưởng đến Ý định trực thứquy tự giảm dần là: tuyến Bảnghàng 2: Kết quảtuyến, phân theo tích hồi đa biến white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below ữu ích (PE, β = 0,288), (2) Tính dễHệsửsốdụng (EE,chưa = 0,252), Tính kích (ST, β 2:βKết quythích đa biến hồiBảng quy Hệphân số(3) hồitích quyhồi Thống kê đa cộng Mơ hình B Saichuẩn số chuẩn Beta t Sig Tolerance VIF hóa chuẩn hóa Hệ số Các hồi quy chưa sốdương hồi quythể mối quan Thốngtuyến kê đa cộng (4) Ảnh hưởng xã hội (SI, β = 0,137) hệ số chuẩnHệ hóa Hệ số chặn 0,317 0,156 2,029 0,043 hóa trực tuyến chuẩn hóađó, PE có tác động tuyến hiều biến giải thích Ý định chuẩn mua hàng Trong PE 0,301 B 0,043 0,288 Mơ hình Sai số chuẩn Beta 7,053 t 0,000 Sig 0,546 Tolerance1,831VIF yếu SI EEMơ hình 0,046 0,252 Hệ số chặn0,280 0,317 0,156 B Sai số chuẩn Beta 6,036 2,029 t 0,000 0,043 Sig 0,525 Tolerance1,906VIF t ANOVA cho F-Statistics với mơ hình IB làm biến giải thích mơ hình CB làm IN SI 0,145 0,301 0,137 0,288 3,946 7,053 0,000 0,000 PE Hệ số chặn 0,317 0,037 0,043 0,156 2,029 0,043 0,761 0,5461,314 1,831 hích 123,705 34,475 với giá trị p-value 0,000 – hai mơ hình mức ý 0,587 0,525 ST 0,202 0,280 0,180 0,252 4,566 6,036 0,000 0,000 PE 0,301 0,044 0,046 0,043 0,288 7,053 0,000 0,5461,702 1,906 1,831 EE IN Chỉ số Nguồn: R� hiệuKết chỉnh có nghĩa mơ hình hồi0,137 quy tuyến tính nghiên cứu0,054 định lượng 0,280 0,046 0,252 6,036 0,000 SIEE0,174 0,145 0,037 3,946 0,000 IN phù hợp với tập ST liệu 17,4% 5,4% Bảng mô tả kết phân tích hồi SI 0,145 0,037 0,137 4,566 3,946 0,000 0,000 0,202 0,044 0,180 0,525 0,761 0,761 0,587 0,587 1,906 1,314 1,314 1,702 1,702 Nguồn:ST Kết nghiên 0,202 cứu định lượng.0,044 0,180 4,566 0,000 Nguồn: nghiên cứuđộc địnhlập lượng Kết Kết choquả thấy, 4/5 biến ảnh hưởng đáng kể đến Ý định mua hàng trực tuyến mức 5% Bảng 3:2 Kết quảcó phân tíchđahồi quy Các hệ sốKết VIF – khơng vấn đề cộng tuyến hình trình hồi ởquy chodưới thấy, 4/5 biến độc lập ảnh hưởng đáng kểtrong đến Ýmô định muaPhương hàng trực tuyến mứcchuẩn 5% Các hệ hóa phản ánh tác động yếucó tốvấn đến ý định ảnh người tiêu dùng là:kể đến Kết quảcủa thấy, 4/5 biến độc lập hưởng đáng Ý định hàngchuẩn trực tuyến số VIF 2cho – bốn không đề đa cộng tuyến mô hình Phương trìnhmua hồi quy hóa phản Khoảng tin cậy 95% Sai số Kết quảhệ cho thấy, độc2của lập ảnh hưởng đáng kể đến Ý địnhtuyến mua hàng mức 5% ánh động bốn tố4/5 đến ýdưới định tiêu là: mứctác5% Các sốyếu VIF đềubiến – người khơng có dùng vấn đề đa cộng trongtrực mơtuyến hình.ở Phương Tham số Các Bhệ số VIF chuẩn t Sig Cận Cận 2phản –�khơng đề đa� cộng tuyến hình Phương quy � �vấn �� �dưới ����� ������� � ������� � ������� � ������� trình hồi quy chuẩn hóa ánh có tác động bốn yếu tố�trong đến ýmơđịnh ngườitrình tiêu hồi dùng là:chuẩn Hệ số chặn hóa 1,280 0,167 7,662 0,000 0,952 0,952 ánh4tác động bốn yếu tốÝđến ý định tiêu dùng Có phản thể thấy, yếu tố ảnh định hàngngười trực theo tự giảm �là:thứ �dần là: (1) Tính hữu ích �mua � tuyến, �� � hưởng �����đến � ������� � ������� � ������� � ������� IN 0,479 0,043 11,122 0,000 0,394 0,394 (PE, β = 0,288), (2) Tính dễ sử dụng (EE, β = 0,252), (3) Tính kích thích (ST, β = 0,180) (4) Ảnh hưởng Cóβ thể thấy, yếu tố ảnh hưởng đến Ý định mua hàng tuyến, theo thứcác tự biến giảmgiải dầnthích là: hội (SI, = 0,137) số chuẩn dương mối quan trực hệ thuận chiều Hệ số chặnxãCó 1,582 0,188Các 8,415 0,000 1,213 1,213 � theo � mua ��hệ �hưởng ����� � hóa ������� �thể ������� � ������� � ������� thể thấy, yếu tố ảnh đến Ý định hàng�trực tuyến, thứ � tự giảm dần là: (1) (1)ÝTính (PE, =5,872 0,288), (2) dễtác sửđộng dụng (EE,nhất β = cịn 0,252), (3) Tính định hữu mua ích hàng trựcβtuyến Trong đó,Tính PE có mạnh yếu SI.kích thích (ST, β IN Tính hữu 0,285 0,048 0,000 0,189 0,189 ích (PE, β = 0,288), (2) Tính dễ sử dụng (EE, β = 0,252), (3) Tính kích thích (ST, β = 0,180) và ANOVA chohưởng F-Statistics với(SI, mơβhình IB làm Các biến hệ giảisốthích mô CB làm biến giải = Kết 0,180) (4) Ảnh xã hội = 0,137) chuẩn hóahình dương thể mốithích quanlà (4) Ảnh hưởng xã34,475 hội (SI,với β =giá 0,137) Các hệ sốbằng chuẩn hóa–dương thể mối quan hệ thuận chiều 123,705 trị p-value 0,000 hai mơ hình mức ý nghĩa 5% Chỉ số hiệu chỉnh Nguồn: Kết quảmua nghiên cứu định lượng hệ thuậnCó chiều biến giải hưởng thích ÝÝđịnh hàng trực tuyến Trong đó, PE códần táclà: động thểÝgiữa thấy, 4mua yếu tố ảnh đếnTrong định mua hàng trực tuyến, theo thứ tựyếu giảm (1) biến giải thích định hàng trực tuyến đó, PE có tác động mạnh cịn 0,174IN có 0,054 cóđộng nghĩađến mơhai hìnhhành hồi quy tuyến tính xây ýdựng phù5% hợp với tập liệu a phân tích, tác vi IB CB mức nghĩa mạnh cịn yếuβ Tính hữu ích (PE, =3 0,288), (2)quả Tính dễ sử dụng 5,4% Bảng mơlàtảSI kết phân tích hồi (EE, quy β = 0,252), (3) Tính kích thích (ST, β = 0,180) SI 17,4% nh ảnh hưởng IN Kết lên IB CB mức tin cậy 5%với là:chuẩn (4) Ảnh hưởng xã hội (SI, = độ 0,137) Các số dương quan thuận chiều quảvà ANOVA F-Statistics mơ hình IB biến giải thích vàhệ mơ hìnhbiến CB làm Dựa phân tích, cóβcho tác độngvới đến hai hành vihóa IB vàlàm CBthể mức nghĩa 5% Phương trìnhgiữa ảnh Kết ANOVA choIN F-Statistics mơcảhệ hình IB làm biến giải thích vàýmối mơ hình CB làm biến giải thích Ý định mua hàng trực tuyến Trong đó, PE có tác động mạnh cịn yếu hưởng thích IN lên CB ởvà mức tinvới cậygiá 5%trị là: biến 123,705 p-value 0,000 – hai mơ hình5% mức ý giải thích giải 123,705 vàlàIB 34,475 với giá34,475 trịđộp-value 0,000đều – cảbằng hai mô hình mức ý nghĩa � � SI �� � ����� � ������� � nghĩa Chỉ số Rvà hiệu 0,174 có quy nghĩa cáctính mơđược hìnhxây hồidựng quy phù tuyến Chỉ số R hiệu5% chỉnh 0,174 0,054chỉnh có nghĩa mơ0,054 hình hồi tuyến hợptính với Kết ANOVA cho F-Statistics với mơ hình IB làm biến giải thích mơ hình CB làm biến � � với ����� �dữ ������� xây lần dựng hợp liệu lần 17,4% vàtích 5,4% Bảng mơ tả kết phân tích hồi tập liệu lượtphù �� 17,4% tập 5,4% Bảng môlượt tả kết phân hồi quy giải 123,705 34,475 với Ý giáđịnh trị p-value hai hai hành mơ hình mức ý nghĩa Cácthích hệ sốlàBeta lớn cho thấy tương quan thuận0,000 chiều –với vi mua hàng; Ý 5% định quy � Chỉsắm số Rtrực hiệu chỉnh 0,174 dùng 0,054 có cácphân mơ hình quy tính dựng phù mua tuyến người mộtquả đơn vị, Hành vi hàng trực tuyếnxây ngẫu hứng vàhợp liênvới tục Bảngtăng 3: nghĩa Kết tíchhồi hồimua quytuyến Khoảng tin cậy 95% Biến độc Sai số tập liệu 17,4% 5,4% Bảng mô tả kết phân tích hồi quy Bảngthuận 3: Kếtchiều phân tíchhành hồi quy c hệ số Beta lớn cho thấy Ý định tương quan với hai vi mua lập Tham số B chuẩn t Sig Cận trênKhoảng Cận tin cậy 95% Biến độc Sai số Ý định mua sắm trực tuyến người dùng tăng đơn vị, Hành vi mua hàng trực Bảng 3: Kết phân tích hồi quy IB 0,952 0,952 lập Hệ số chặn Tham số 1,280 B 0,167 chuẩn7,662 t 0,000 Sig Cận Cận Khoảng tin cậy 95% Biến độc Sai số hứng liên tục họ tăng 0,479 0,285 đơn vị IN 0,479 1,280 0,043 0,167 11,122 7,662 0,000 0,000 0,394 0,952 0,394 0,952 IB Hệ số chặn lập Hệ số chặn Tham số1,582 B 0,188 chuẩn8,415 t 0,000 Sig Cận Cận CB 1,213 1,213 IN 0,479 0,043 11,122 0,000 0,394 0,394 IB IN Hệ số chặn 1,2800,048 0,167 7,662 0,000 0,952 0,952 0,285 5,872 0,000 0,189 0,189 CB Hệ số chặn 1,582 0,188 8,415 0,000 1,213 1,213 IN 0,479 0,043 11,122 0,000 0,394 0,394 Nguồn: Kết nghiên INcứu định lượng 0,285 0,048 5,872 0,000 0,189 0,189 CB Hệ số chặn 1,582 0,188 8,415 0,000 1,213 1,213 Nguồn: Kết nghiên cứu định lượng IN 0,285 0,048 5,872 0,000 0,189 0,189 11 Nguồn: Kết nghiên cứu định lượng 72 Số 291 tháng 9/2021 11 11 11 Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It Hình 2: Tổng hợp kết nghiên cứu along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the Tính hữu ích ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below 0,301** Tính dễ sử dụng Ảnh hưởng xã hội Tính kích thích 0,280** 0,145** Ý định mua hàng trực tuyến 0,202** 0,479** 0,285** Hành vi mua hàng trực tuyến ngẫu hứng Hành vi mua hàng trực tuyến liên tục ** Có ý nghĩa thống kê mức tin cậy 5% Nguồn: Kết nghiên cứu định lượng họ tăng 0,479 0,285 đơn vị Kết luận khuyến nghị Dựa mơ hình UTAUT (Venkatesh & cộng sự, 2003), nghiên cứu phát triển kiểm định mối quan hệ cấu trúc: Tính hữu ích (PE), Tính dễ sử dụng (EE), Ảnh hưởng xã hội (SI), Điều kiện vật chất hỗ trợ (FC) biến Tính kích thích (ST) Kết nghiên cứu cho thấy, năm nhân tố có tác động tích cực lên Ý định mua hàng trực tuyến, tương đồng với kết nghiên cứu Escobar-Rodríguez & Carvajal-Trujillo (2014); Celik (2016) Zimmerman (2012) Ngoài ra, Ý định mua hàng có tác động thuận chiều lên Hành vi mua hàng trực tuyến ngẫu hứng liên tục Với kết này, nhóm nghiên cứu có đóng góp lý thuyết cho chủ đề nghiên cứu hành vi liên quan đến mua sắm trực tuyến Đồng thời, nhóm đưa số khuyến nghị sau dành cho nhà kinh doanh, người mua hàng Chính phủ Việt Nam để thúc đẩy doanh thu bán hàng trực tuyến, đồng thời, bảo vệ người tiêu dùng: 6.1 Đối với nhà kinh doanh Các kênh mua sắm trực tuyến nên cải thiện, nâng cấp tối ưu hóa dịch vụ nhằm tăng cường tính dễ sử dụng tính hữu ích – nâng cao giá trị trải nghiệm người tiêu dùng – từ xóa bỏ rào cản công nghệ phận người dân Việt Nam Điều trực tiếp thúc đẩy ý định mua hàng trực tuyến họ, đồng thời thúc đẩy tính ngẫu hứng liên tục hành vi mua sắm, tạo hội tăng doanh thu cho trang mua sắm trực tuyến Từ góc độ nhà kinh doanh, nhu cầu hướng chọn mua hàng người tiêu dùng kích thích yếu tố: giá cả, hình ảnh thực tế, đánh giá chất lượng, quảng cáo pop-up liên quan đến sản phẩm người tiêu dùng tìm kiếm, thơng báo chương trình khuyến Vì vậy, kênh mua sắm trực tuyến cần tận dụng công nghệ để nâng cao thu hút cách xây dựng chiến dịch quảng bá phù hợp để kích thích ý định mua sắm trực tuyến khách hàng, đồng thời tiếp cận phân khúc tiềm 6.2 Đối với người tiêu dùng 6.2.1 Về mua hàng ngẫu hứng Người tiêu dùng cần trang bị đầy đủ kiến thức thơng tin thống từ phương tiện đại chúng Chính phủ tổ chức uy tín để mua hàng trực tuyến an toàn, tránh bị tác động chiêu trò marketing làm tổn hại tới quyền lợi cần lưu ý thói quen tiêu dùng thân hành vi mua hàng ngẫu hứng móng cho hành vi mua hàng liên tục (Moon & cộng sự, 2017) 6.2.2 Về mua hàng liên tục Số 291 tháng 9/2021 73 Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag Người tiêu dùng không nhận tồn hành vi mua liên tục hoạt động mua sắm chưa thật nhận thức phổ biến Việt Nam Vậy nên, họ cần hiểu động dẫn đến hành vi mua hàng liên tục để cảnh giác mua hàng trang mua sắm trực tuyến Nếu hành vi ảnh hưởng mạnh tới đời sống vật chất tinh thần, người tiêu dùng cần tìm đến trợ giúp từ cộng đồng người xung quanh in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below 6.3 Đối với Chính phủ 6.3.1 Về mua hàng ngẫu hứng Cơ quan sách nên lập chiến lược tận dụng nguồn thu nhập từ việc phát triển thương mại trực tuyến, cách tiếp tục tạo môi trường thuận lợi cho doanh nghiệp vừa nhỏ công ty thương mại điện tử tham gia vào hoạt động kinh tế công nghệ bền vững; định hướng hành vi người tiêu dùng theo hướng tích cực, bền vững thân thiện với mơi trường 6.3.2 Về mua hàng liên tục Các dịch vụ giáo dục, tư vấn tuyên truyền cần đẩy mạnh nhằm tăng nhận thức người tiêu dùng rủi ro hành vi mua hàng liên tục Các chương trình giáo dục trách nghiệm quản lý tài cá nhân cho thiếu niên (để hình thành thói quen mua hàng sáng suốt hơn) coi giải pháp Thực tế nay, số quy định Luật Bảo vệ quyền lợi người tiêu dùng chưa rõ ràng khơng cịn phù hợp với bối cảnh thương mại điện tử Do vậy, Nhà nước nên đưa quy định phù hợp với nhà tiếp thị để bảo vệ quyền lợi người tiêu dùng trực tuyến, đặc biệt ngăn chặn, xử phạt hình thức quảng cáo phóng đại, gian dối nhằm kích thích lượng tiêu thụ Tài liệu tham khảo Ajzen, I (1991), ‘The Theory of Planned Behavior’, Organizational Behavior and Human Decision Processes, 50(2), 179-211, DOI:10.1016/0749-5978(91)90020-T Beatty, S.E & Ferrell, M.E (1998), ‘Impulse buying: Modeling its precursors’, Journal of Retailing, 74(2), 169-191, DOI:10.1016/S0022-4359(99)80092-X Bighiu, G., Manolică, A & Roman, C.T (2015), ‘Compulsive buying behavior on the internet’, Procedia Economics and Finance, 20(1), 72-79, DOI:10.1016/S2212-5671(15)00049-0 Bitner, M.J (1992), ‘Servicescapes: The impact of physical surroundings on customers and employees’, Journal of Marketing, 56(2), 57-71, DOI:10.1177/002224299205600205 Black, D.W., Shaw, M., McCormick, B., Bayless, J.D & Allen, J (2012), ‘Neuropsychological performance, impulsivity, ADHD symptoms, and novelty seeking in compulsive buying disorder’, Psychiatry Research, 200(23), 581-587, DOI:10.1016/j.psychres.2012.06.003 Brown, R., Derksen, C & Wang, L (2010), ‘A multi‐data set analysis of variability and change in Arctic spring snow cover extent, 1967–2008’, Journal of Geophysical Research Atmosphere, 115(D16), DOI:10.1029/2010JD013975 Celik, H (2016), ‘Customer online shopping anxiety within the Unified Theory of Acceptance and Use Technology (UTAUT) framework’, Asia Pacific Journal of Marketing and Logistics, 278-307, DOI:10.1108/ APJML-05-2015-0077 Celik, S & Kose, G.G (2021), ‘Mediating effect of intolerance of uncertainty in the relationship between coping styles with stress during pandemic (COVID-19) process and compulsive buying behavior’, Progress in NeuroPsychopharmacology and Biological Psychiatry, Department of Marketing, Marmara University, Turkey, DOI:10.1016/j.pnpbp.2021.110321 Chan, T.K., Cheung, C.M & Lee, Z.W (2017), ‘The state of online impulse-buying research: A literature analysis’, Information & Management, 54(2), 204-217, DOI:10.1016/j.im.2016.06.001 Chen, C.C & Yao, J.Y (2018), ‘What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model’, Telematics and Informatics, 35(5), 1249-1262, DOI:10.1016/j Số 291 tháng 9/2021 74 Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag tele.2018.02.007 in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to Eastin, M.S (2002), ‘Diffusion of e-commerce: an analysis of the adoption of four e-commerce activities’, Telematics and Informatics, 19(3), 251-267, DOI:10.1016/S0736-5853(01)00005-3 from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the Escobar-Rodríguez, T & Carvajal-Trujillo, E (2014), ‘Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model’, Tourism Management, 43, 70-88, DOI:10.1016/j.tourman.2014.01.017 ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below Global Data (2020), Vietnam’s e-commerce market to reach US$13.1bn in 2020, says GlobalData, retrieved on April 24th 2021, from Hansen, T (2006), ‘Determinants of consumers’ repeat online buying of groceries’, The International Review of Retail Distribution and Consumer Research, 16(1), 93-114, DOI:10.1080/09593960500453617 Harris, L.C & Goode, M.M (2010), ‘Online servicescapes, trust, and purchase intentions’, Journal of Services Marketing, 24(3), 231, DOI:10.1108/08876041011040631 Hoyer, W.D & Maclnnis, D.J (2007), Consumer behavior (4th ed.), Boston: Houghton Mifflin Co Kahneman, D & Tversky, A (2013), ‘Prospect Theory: An analysis of Decision under Risk’, In Handbook of the Fundamentals of Financial Decision Making: Part I: World Scientific, 99-127, DOI:10.2307/1914185 Kukar Kinney, M., Ridgwa, N.M & Monroe, K.B (2012), ‘The role of price in the behavior and purchase decisions of compulsive buyers’, Journal of Retailing, 88(1), 63-71, DOI:10.1016/j.jretai.2011.02.004 LaRose, R (2001), ‘On the negative effects of E-Commerce: a sociocognitive exploration of unregulated on-line buying’, Journal of Computer-Mediated Communication, 6(3), 1-34, DOI:10.1111/j.1083-6101.2001.tb00120.x Lee, J., Kim, J & Moon, J.Y (2000), ‘What makes Internet users visit cyber stores again? key design factors for customer loyalty’, Proceedings of the SIGCHI conference on Human Factors in Computing Systems, 305-312, DOI:10.1145/332040.332448 Liu, Y., Li, H & Hu, F (2013), ‘Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions’, Decision Support Systems, 829-837, DOI:10.1016/j.dss.2013.04.001 Luo, S., Gu, B., Wang, X & Zhou, Z (2018), ‘Online Compulsive Buying Behavior: The Mediating Role of Selfcontrol and Negative Emotions’, The 2018 International Conference on Internet and e-Business - ICIEB ‘18 - Online Compulsive Buying Behavior, (65-69), Singapore, DOI:10.1145/3230348.3230397 Mo, Z., Li, Y.F & Fan, P (2015), ‘Effect of online reviews on consumer purchase behavior’, Journal of Service Science and Management, 8(03), 419-424, DOI:10.4236/jssm.2015.83043 O’Guinn, T.C & Faber, R.J (1989), ‘Compulsive buying: A phenomenological exploration Journal of Consumer Research, 16(2), 147-157, DOI:10.1086/209204 Pavlou, P (2003), ‘Consumer acceptance of Electronic Commerce: Integrating trust and risk with the Technology Acceptance Model’, International Journal of Electronic Commerce, 7(3), 69-103, DOI:10.1080/10864415.200 3.11044275 Rook, D (1987), ‘The buying impulse’, Journal of Consumer Research, 14(2), 189-199, DOI:10.1086/209105 Rook, D.W & Fisher, R.J (1995), ‘Normative Influences on Impulsive Buying Behavior’, Journal of Consumer Research, 22(3), 305–313, DOI:10.1086/209452 Rook, D.W & Hoch, S.J (1985), ‘Consuming impulses’, Advances in Consumer Research, 12(1), 23-27 Song, Zahedi (2005), ‘A theoretical approach to web design in E-Commerce: A belief reinforcement model’, Management Science, 51(8), 1219-1235, DOI: DOI:10.1287/mnsc.1050.0427 Tirtiroglu, E & Elbeck, M (2008), ‘Qualifying purchase intentions using Queueing Theory’, Journal of Applied Quantitative Methods, 3(2), 167–178 Umer, M & Attiq, S (2018), ‘Determinants of online consumers’ compulsive buying behavior: an S-O-R approach in sns context’, International conference on contemporary issues in Business & Economics (Iccibe), 10(2), 274288, Tokat/ Turkey Số 291 tháng 9/2021 75 Chapter About half way between West Egg and New York the motor-road hastily joins the railroad and runs beside it for a quarter of a mile, so as to shrink away from a certain desolate area of land This is a valley of ashes—a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens where ashes take the forms of houses and chimneys and rising smoke and finally, with a transcen- dent effort, of men who move dimly and already crumbling through the powdery air Occasionally a line of grey cars crawls along an invisible track, gives out a ghastly creak and comes to rest, and immediately the ash-grey men swarm up with leaden spades and stir up an impenetrable cloud which screens their obscure operations from your sight But above the grey land and the spasms of bleak dust which drift endlessly over it, you perceive, after a moment, the eyes of Doctor T J Eckleburg The eyes of Doctor T J Eckleburg are blue and gigantic—their retinas are one yard high They look out of no face but, instead, from a pair of enormous yellow spectacles which pass over a nonexistent nose Evidently some wild wag of an oculist set them there to fatten his practice in the borough of Queens, and then sank down himself into eternal blindness or forgot them and moved away But his eyes, dimmed a little by many paintles the sol- Free eBooks at Planet eBook.com 27 emn dumping ground The valley of ashes is bounded on one side by a small foul river, and when the drawbridge is up to let barges through, the passengers on waiting trains can stare at the dismal scene for as long as half an hour There is always a halt there of at least a minute and it was because of this that I first met Tom Buchanan’s mistress The fact that he had one was insisted upon wherever he was known His acquaintances resented the fact that he turned up in popular restaurants with her and, leaving her at a table, sauntered about, chatting with whomsoever he knew Though I was curious to see her I had no desire to meet her—but I did I went up to New York with Tom on the train one afternoon and when we stopped by the ashheaps he jumped to his feet and taking hold of my elbow literally forced me from the car ‘We’re getting off!’ he insisted ‘I want you to meet my girl.’ I think he’d tanked up a good deal at luncheon and his determination to have my company bordered on violence The supercilious assumption was that on Sunday afternoon I had nothing better to I followed him over a low white-washed railroad fence and we walked back a hundred yards along the road un- der Doctor Eckleburg’s persistent stare The only building in sight was a small block of yellow bri sort of compact Main Street ministering to it and contiguous to absolutely nothing One of the three shops it contained was for rent and another was an all-night 28 The Great Gatsby restaurant approached by a trail of ashes; the third was a garage—Repairs GEORGE B WILSON Cars Bought and Sold—and I followed Tom inside The interior was unprosperous and bare; the only car vis- ible was the dust-covered wreck of a Ford which crouched in a dim corner It had occurred to me that this shadow of a garage must be a blind and that sumptuous and romantic apartments were concealed overhead when the proprietor himself appeared in the door of an office, wiping his hands on a piece of waste He was a blonde, spiritless man, anae- mic, and faintly handsome When he saw us a damp gleam of hope sprang into his light blue eyes ‘Hello, Wilson, old man,’ said Tom, slapping him jovially on the shoulder ‘How’s business?’ ‘I can’t complain,’ answered Wilson unconvincingly ‘When are you going to sell me that car?’ ‘Next week; I’ve got my man working on it now.’ ‘Works pretty slow, don’t he?’ ‘No, he doesn’t,’ said Tom coldly ‘And if you feel that way about it, maybe I’d better sell it somewhere else after all.’ ‘I don’t mean that,’ explained Wilson quickly ‘I just meant——‘ His voice faded off and Tom glanced impatiently around the garag Venkatesh, V & Davis, F.D (2000), ‘A theoretical extension of the Technology Acceptance Model: Four longitudinal feld studies’, Management Science, 46(2), 186-204, DOI:10.1287/mnsc.46.2.186.11926 in a mo- ment the thickish figure of a woman blocked out the light from the office door She was in the middle thirties, and faintly stout, but she carried her surplus flesh sensuously as some women can Her face, above a spotted dress of dark blue crepe-de-chine, contained no facet or gleam of beauty Free eBooks at Planet eBook.com 29 but there was an immediately perceptible vitality about her as if the nerves of her body were continually smouldering She smiled slowly and walking through her husband as if he were a ghost shook hands with Tom, looking him flush in the eye Then she wet her lips and without turning around spoke to her husband in a soft, coarse voice: ‘Get some chairs, why don’t you, so somebody can sit down.’ ‘Oh, sure,’ agreed Wilson hurriedly and went toward the little office, mingling immediately with the cement color of the walls A white ashen dust veiled his dark suit and his pale hair as it veiled everything in the vicinity—except his wife, who moved close to Tom ‘I want to see you,’ said Tom intently ‘Get on the next train.’ ‘All right.’ ‘I’ll meet you by the news-stand on the lower level.’ She nodded and moved away from him just as George Wilson emerged with two chairs from his office door We waited for her down the road and out of sight It was a few days before the Fourth of July, and a grey, scrawny It along the rail- road track ‘Terrible place, isn’t it,’ said Tom, exchanging a frown with Doctor Eckleburg ‘Awful.’ ‘It does her good to get away.’ ‘Doesn’t her husband object?’ ‘Wilson? He thinks she goes to see her sister in New 30 The Great Gatsby York He’s so dumb he doesn’t know he’s alive.’ So Tom Buchanan and his girl and I went up togeth- er to New York—or not quite together, for Mrs Wilson sat discreetly in another car Tom deferred that much to the sensibilities of those East Eggers who might be on the train She had changed her dress to a brown figured mus- lin which stretched tight over her rather wide hips as Tom helped her to the platform in New York At the news-stand she bought a copy of ‘Town Tattle’ and a moving-picture magazine and, in the station drug store, some cold cream and a small flask of perfume Upstairs, in the solemn echo- ing drive she let four taxi cabs drive away before she selected a new one, lavender-colored with grey upholstery, and in this we slid out from the mass of the station into the glow- ing sunshine But immediately she turned sharply from the window and leaning forward tapped on the front glass ‘I want to get one of those dogs,’ she said earnestly ‘I want to get one for the apartment They’re nice to have—a dog.’ We backed up to a grey old man who bore an absurd re- semblance to from his neck, cowered a dozen very recent puppies of an inde- terminate breed ‘What kind are they?’ asked Mrs Wilson eagerly as he came to the taxi-window ‘All kinds What kind you want, lady?’ ‘I’d like to get one of those police dogs; I don’t suppose you got that kind?’ Free eBooks at Planet eBook.com 31 The man peered doubtfully into the basket, plunged in his hand and drew one up, wriggling, by the back of the neck ‘That’s no police dog,’ said Tom ‘No, it’s not exactly a polICE dog,’ said the man with disappointment in his voice ‘It’s more of an airedale.’ He passed his hand over the brown wash-rag of a back ‘Look at that coat Some coat That’s a dog that’ll never bother you with catching cold.’ ‘I think it’s cute,’ said Mrs Wilson enthusiastically ‘How much is it?’ ‘That dog?’ He looked at it admiringly ‘That dog will cost you ten dollars.’ The airedale—undoubtedly there was an airedale con- cerned in it somewhere though its feet were startlingly white—changed hands and settled down into Mrs Wilson’s lap, where she fondled the weather-proof coat with rapture ‘Is it a boy or a girl?’ she asked delicately ‘That dog? That dog’s a boy.’ ‘It’s a bitch,’ said Tom decisively ‘Here’s your money Go and buy ten more dogs with it.’ We drove over to Fifth Avenue, so warm and soft, almost pastoral, on the summer Sunday afternoon tha 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, DOI:10.2307/30036540 great flock of white sheep turn the corner ‘Hold on,’ I said, ‘I have to leave you here.’ ‘No, you don’t,’ interposed Tom quickly ‘Myrtle’ll be hurt if you don’t come up to the apartment Won’t you, Myrtle?’ 32 The Great Gatsby ‘Come on,’ she urged ‘I’ll telephone my sister Cathe- rine She’s said to be very beautiful by people who ought to know.’ ‘Well, I’d like to, but——‘ We went on, cutting back again over the Park toward the West Hundreds At 158th Street the cab stopped at one slice in a long white cake of apartment houses Throwing a regal homecoming glance around the neighborhood, Mrs Wil- son gathered up her dog and her other purchases and went haughtily in ‘I’m going to have the McKees come up,’ she announced as we rose in the elevator ‘And of course I got to call up my sister, too.’ The apartment was on the top floor—a small living room, a small dining room, a small bedroom and a bath The living room was crowded to the doors with a set of tap- estried furniture entirely too large for it so that to move about was to stumble continually over scenes of ladies swinging in the gardens of Versailles The only picture was an over-enlarged photograph, apparently a hen sitting on a blurred rock Looked at from a distance however the hen resolved itself into a bonnet and the countenance of a stout old lady beamed down into the ‘lay on the table together with a copy of ‘Simon Called Peter’ and some of the small scandal magazines of Broadway Mrs Wilson was first concerned with the dog A reluctant elevator boy went for a box full of straw and some milk to which he added on his own initiative a tin of large hard dog biscuits—one of which decomposed apathetically Free eBooks at Planet eBook.com 33 in the saucer of milk all afternoon Meanwhile Tom brought out a bottle of whiskey from a locked bureau door I have been drunk just twice in my life and the second time was that afternoon so everything that happened has a dim hazy cast over it although until after eight o’clock the apartment was full of cheerful sun Sitting on Tom’s lap Mrs Wilson called up several people on the telephone; then there were no cigarettes and I went out to buy some at the drug store on the corner When I came back they had disap- peared so I sat down discreetly in the living room and read a chapter of ‘Simon Called Peter’—either it was terrible stuff or the whiskey distorted things because it didn’t make any sense to me Just as Tom and Myrtle—after the first drink Mrs Wil- son and I called each other by our first names—reappeared, company commenced to arrive at the apartment door The sister, Catherine, was a slender, worldly girl of about thirty with a solid sticky bob of r Venkatesh, V., Thong, J.Y & 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, DOI:10.2307/41410412 white Her eyebrows had been plucked and then drawn on again at a more rakish angle but the efforts of nature toward the restoration of the old alignment gave a blurred air to her face When she moved about there was an incessant clicking as innumerable pottery bracelets jin- gled up and down upon her arms She came in with such a proprietary haste and looked around so possessively at the furniture that I wondered if she lived here But when I asked her she laughed immoderately, repeated my question aloud and told me she lived with a girl friend at a hotel Mr McKee was a pale feminine man from the flat below Yang, K (2010), ‘Determinants of US consumer mobile shopping services adoption: Implications for designing mobile shopping services’, Journal of Consumer Marketing, 27(3), 262-270, DOI:10.1108/07363761011038338 Yu, C.S (2012), ‘Factors affecting individuals to adopt mobile banking: Empirical evidence from the utaut model’, Journal of Electronic Commerce Research, 13(2), 104-121 Zhang, K & Benyoucef, M (2016), ‘Consumer behavior in social commerce: A literature review’, Decision Support Systems, 86(1), 95-108, DOI:10.1016/j.dss.2016.04.001 Zimmerman, J (2012), ‘Using the SOR model to understand the impact of website attributes on the online shopping experience’, Master thesis, University of North Texas, Department of Merchandising and Digital Retailing Zwass, V (1998), Structure and macro-level impacts of Electronic Commerce: From technological infrastructure to electronic marketplaces, Boston: Mass, DOI:10.4135/9781483345505.n12 Số 291 tháng 9/2021 76