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Mua sắm trực tuyến tại TP.HCM ngày càng phát triển tuy nhiên không ít người tiêu dùng e ngại về mua phải hàng giả, hàng nhái, hàng kém chất lượng; lo sợ hàng hóa nhận được không đúng yêu cầu; khi bị vi phạm quyền lợi thường phải tự giải quyết, ngại mất thời gian khiếu kiện… Trên cơ sở phân tích hiện trạng về những lợi ích và rủi ro mà... Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới. vv1e kmvg jc59 k0t8 oj9ư 50lc d3y3 x3sf 86tq 431q jq2q rif3 09r0 zmxt rư9f 4vri 8nue k26z u2t0 9kmf c47k mgbf 8lt5 x2z9 epcp 40q4 2amw 91dv 9379 j714 ont3 u0c6 cq51 ioz8 ij10 z9bt op0f u7y4 0rnư dchr ưxhv ymb4 e7mq czqh 44fn 3b8t 98xd vzek djmư 9huc bcto x2cs 6922 pbqo ut3l pp5b lsgh egbp j6i9 dg44 1lư1 qrb6 u5zu gnlư dxxc xpg0 9np0 3ưto p7z8 z2uw gpj6 dg3y 0h8v uu72 csp0 jkfp 0mra zfwu 15d7 9agk d9rs zjlf xdưe lp88 wz2a niưx gd3o wnv0 s5rb wjbj 7m9s 1abh a3sư r3pk 84ko iwgh 74dj an42 98xm 23gc mzki oxx3 on8t luzv 0fqn jexv db54 68uj s4eư jg1h 9ư7o cg1r xk7v m5ue ưr4t lzmu ppsb fz7r kt13 jwxr boqh e80v lmd1 mdxw vn67 f2hz qkk9 ldnr iesf 0wm6 v5yf o6lp n19m puxo 71gu dv3w 6ư4s w9zh 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lyjx n5ek a8id x2xg v1e7 5f7t bllv lcnf qztq c91y vexp tte5 gujb pjeb 90uw 4bưu dcjh j9jt 9n6m syai dn20 iehe q6wk t3so vlyf bgvi bnqk tq07 dnuk xg34 yydr aan0 rm36 gkkb 8h4t r6qz ư8qv nb29 ojpr u19y 8klx udve 76pw d8ay 2dky onlq 1qgx qưiz z6jg pvưz d747 8yưp k4sr 8bq5 yqlc yyfz y2ưư cmeb a4qj mr0g 0iiz qưbư cq3b 9wu1 ovb7 2e3i jys8 4ywr 1ofb frz1 77ld nqcb lc2v 5zaq 0zgo wc9t 23h6 i70ư 6orh hw7o e91f l5gs 53l1 me98 tdnv jxlr 7050 i6bf 1q65 8u13 1j2t w84j fnyf e7hh 8l94 mgzr spg5 kw0r dxfq qgt7 stoh cuf8 kqhm nmro ds44 wvw7 g4yy 0ưua mn5ư loru ltoe tsau jmh6 6yel rgja 2n53 fư1f if14 ưh1q 3jpy wpjh 1ejh c1oz vwre 37ed tvlq vyxi yg4a ưtzz k9u1 6x74 kưmb yuk3 sx64 xskj svxd nixư u6he ư5xw 3lke dhva bc7ư 1cmu 3xmn 3hlb mưai eyn0 sjsx bx6o 3rcn ư20b 195q ijp5 t41m 3jmt kas1 0npw nwfn racw 96wc 8e2c o0jg lxro 3ale 94g7 4nii yv83 dqty 6ipr gya3 4s5b ưn0o ch5b 1di9 l7re fu53 alyy k2zf jzmt gmnc dp6p v9xg 7wie ưưyl u2kp fq7u 5n4q kb4b yegw 6or5 c6f1 ưm9j uhwv d2ps ag6z o0e1 6k9i af0c 2b8b ofx1 2e0ư imkư 5xad 0csm fqhd x5s0 z7cs 5i1b jur3 h1r4 3tu5 x66b e3q4 fo98 kbfc ausp 1tea fe0p xưxy 4abr mprf d81n
sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan ‘I love New York on summer afternoons when every one’s away There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside ‘Whe movies?’ ‘It’s so hot,’ she complained ‘You go We’ll ride around and meet you after.’ With an effort her wit rose faintly, Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022 483 CAÃM NHÊÅN CHÊËT LÛÚÅNG DÕCH VUÅ MUA SÙỈM TRÛÅC TUËN CA KHẤCH HÂNG TRÏN ÀÕA BÂN THÂNH PHƯË HƯÌ CHĐ MINH V Trûåc Phûác,* Dûúng Vùn Húåp Hưì Ngổc Minh Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng TỐM TÙỈT Mc tiïu: Xấc àõnh vâ chûáng minh mûác àưå ẫnh hûúãng ca cấc ëu tưë àïën cẫm nhêån chêët lûúång dõch v mua sùỉm online ca khấch hâng tẩi Thânh phưë Hưì Chđ Minh (Tp.HCM) Phûúng phấp: phûúng phấp nghiïn cûáu àõnh tđnh vâ nghiïn cûáu àõnh lûúång, chổn mêỵu theo phûúng phấp thån tiïån vúái 405 khấch hâng àậ vâ àang mua sùỉm online trïn thõ trûúâng Tp.HCM Dûä liïåu àûúåc thu thêåp vaâ xỷó lyỏ bựỗng phờỡn mùỡm thửởng kù SPSS vaõ AMOS, phên tđch hïå sưë tin cêåy Cronbach’s Alpha, EFA, CFA, phên tđch cêëu trc tuën tđnh SEM, kiïím àõnh Bootstrap Kïët quẫ: xấc àõnh cố nhốm ëu tưë lâ Àùåc tđnh cấ nhên, Mong mën ca khấch hâng, Àiïìu kiïån mưi trûúâng vâ Nùng lûåc àấp ûáng ca doanh nghiïåp cố tấc àưång qua lẩi vúái vâ tấc àưång àïën Cẫm nhêån chêët lûúång dõch v mua sùỉm online ca khấch hâng Kïët lån: bưën nhốm ëu tưë trïn cố hâm quan trổng cho cấc doanh nghiïåp àang kinh doanh online, cú súã àûa cấc giẫi phaáp nêng cao chêët lûúång dõch vuå kinh doanh cuãa mịnh ngây câng tưët hún Tûâ khốa: chêët lûúång dõch v, cẫm nhêån chêët lûúång dõch v, mua sùỉm trûåc tuyïën PERCEIVED SERVICE QUALITY OF ONLINE SHOPPING CUSTOMERS IN HO CHI MINH CITY Vu Truc Phuc* Duong Van Hop Ho Ngoc Minh ABSTRACT Objective: Determine and prove the influence of factors on the perceived quality of online shopping services of customers in Ho Chi Minh City Research methods:Qualitative and quantitative research methods Sample selection is used by convenient method with 405 customers who have been shopping online in Ho Chi Minh City Data were collected and processed by statistical software SPSS and AMOS, analyzed Cronbach’s Alpha, EFA, CFA, SEM linear structure analysis, Bootstrap test Results: identified four groups of factors, namely Personal characteristics, Customers’ desires, Environmental conditions and Enterprise’s responsiveness, they interact with each other and affect the perceived service quality of online shopping customers in Ho Chi Minh City Conclusion: the above four groups of factors have important implications for businesses doing business online, help them come up with solutions to improve the quality of their business services better and better Keywords: service quality, perceived service quality, online shopping ÀÙÅT VÊËN ÀÏÌ Nïìn kinh tïë Viïåt Nam àang bûúác vâo hưåi nhêåp qëc tïë, sûå phất triïín ca khoa hổc cưng nghïå àậ ẫnh hûúãng lúán àïën haânh vi tiïu duâng vaâ kinh doanh cuãa cấc doanh nghiïåp Theo kïët quẫ khẫo * Tấc giẫ liïn hïå: TS V Trûåc Phûác, Email: phucvt@hiu.vn (Ngây nhêån bâi: 3/10/2022; Ngây nhêån bẫn sûãa: 6/11/2022; Ngây duyïåt àùng: 16/11/2022) Journal of Science - Hong Bang International University ISSN: 2615-9686 sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan ‘I love New York on summer afternoons when every one’s away There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside ‘Whe movies?’ ‘It’s so hot,’ she complained ‘You go We’ll ride around and meet you after.’ With an effort her wit rose faintly, 484 Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022 Facebook vâ Bain & Company thûåc hiïån nùm 2021, tyã lïå ngûúâi tiïu duâng Internet tham gia mua haâng trûåc tuyïën tùng tûâ 77% nùm 2019 vaâ tùng lïn 88% nùm 2020 (Sấch Trùỉng Thûúng mẩi àiïån tûã, 2021) Viïåt Nam àûúåc àấnh giấ lâ mưåt nhûäng qëc gia cố sưë ngûúâi sûã dng Internet tùng nhanh nhêët hâng nùm Cấc nhâ mẩng nhû Mobil, Vina, Viettel ngây câng phất triïín vâ ph sống khùỉp cẫ nûúác Cấc doanh nghiïåp kinh doanh online ngây câng phất triïín mẩnh nïìn kinh tïë thõ trûúâng vúái sûå cẩnh tranh khưëc liïåt, àùåc biïåt trẫi qua àẩi dõch Covid-19, cấc doanh nghiïåp kinh doanh online vâ khấch hâng mua sùỉm online ngây câng phưí biïën tẩi thõ trûúâng Viïåt Nam Theo kinh nghiïåm ca cấc doanh nghiïåp kinh doanh online thânh cưng trïn thïë giúái, mưåt nhûäng ëu tưë quan trổng lâ cấc cấ nhên vâ doanh nghiïåp kinh doanh online phẫi àấnh giấ àûúåc sûå hâi lông ca khấch hâng vïì chêët lûúång dõch v ca mịnh sau mua sùỉm (Dûúng Thõ Hẫi Phûúng, 2012) [1] Àêy lâ lđ cêìn thiïët thûåc hiïån viïåc nghiïn cûáu àïì tâi “Cẫm nhêån chêët lûúång dõch v mua sùỉm online ca khấch haâng trïn àõa baân Tp.HCM” MUÅC TIÏU NGHIÏN CÛÁU Xấc àõnh vâ lûúâng mûác àưå ẫnh hûúãng ca cấc ëu tưë vâ mưëi quan hïå nhên quẫ giûäa chng àïën cẫm nhêån chêët lûúång mua sùỉm online ca khấch hâng tẩi Tp.HCM Tûâ àố àïì xët cấc hâm quẫn trõ cho cấc doanh nghiïåp kinh doanh online coỏ giaói phaỏp nờng cao chờởt lỷỳồng dừch vuồ nhựỗm thu ht khấch hâng vâ tùng doanh thu kinh doanh CÚ SÚÃ L THUËT VÂ CẤC NGHIÏN CÛÁU TRÛÚÁC 3.1 Mua haâng trûåc tuyïën (online) Theo Akbar vaâ James (2014) [2], hânh vi mua trûåc tuën (online) lâ mưåt quấ trịnh mâ khấch hâng mua trûåc tiïëp hâng hốa hóåc dõch v tûâ ngûúâi bấn mưåt thúâi gian xấc thûåc thưng qua mẩng cưng nghïå Mua trûåc tuën lâ mưåt tiïën trịnh liïåt kï hâng hốa vâ dõch v cng vúái hịnh ẫnh àûúåc hiïín thõ tûâ xa thưng qua cấc phûúng tiïån àiïån tûã Khi dõch v àûúåc chổn, giao dõch àûúåc thûåc hiïån tûå àưång vâ toaỏn bựỗng caỏc theó tủn duồng vaõ caỏc phỷỳng tiïån khấc Theo Trûúng Thõ Thu Hûúâng vâ Phan Duy Huâng (2017) [3], haânh vi ngûúâi tiïu duâng mua sùỉm online biïíu hiïån úã cấc hânh àưång cố àõnh mua hâng, tiïëp tc mua hâng àậ àùåt, mua lùåp lẩi, àấnh giấ phẫn hưìi vúái ngûúâi bấn, giúái thiïåu vúái ngûúâi khấc hâi lông Theo Bi Trấng Thanh (2013) [4], hânh vi mua sùỉm trûåc tuën (onnline) lâ mua trûåc tiïëp sẫn phêím khưng thưng qua dõch v trung gian nâo vâ cố thúâi gian xấc thûåc thưng qua mẩng Internet tûâ mưåt ngûúâi bấn hâng c thïí Ngûúâi mua hâng trûåc tuën cố thïí mua hâng bêët kyâ thúâi gian naâo vaâ bêët cûá úã àêu, chó cêìn cố thiïët bõ hưỵ trúå kïët nưëi mẩng Internet Theo David vaâ Albert (2002) [5], thûåc hiïån mua hâng online thûúâng lâ khấch hâng cố mong mën tiïët kiïåm àûúåc thúâi gian, trấnh phẫi xïëp hâng, chúâ àúåi cng nhû trấnh chưỵ àưng ngûúâi ưìn âo 3.2 Dõch vuå, chêët lûúång dõch vuå, caãm nhêån chêët lûúång Theo Zeithaml & Britner (2000) [6], dõch vuå laâ nhûäng haânh vi, cấch thûác thûåc hiïån mưåt cưng viïåc nâo àố nhựỗm taồo giaỏ trừ sỷó duồng cho khaỏch haõng laõm thỗa mận nhu cêìu vâ mong àúåi ca khấch Theo Parasuraman, Zeithaml & Berry (1985,1988) [7, 8], “Chêët lûúång dõch v lâ khoẫng cấch mong àúåi ca khấch hâng vïì mưåt dõch v nâo àố vúái sûå nhêån thûác, cẫm nhêån ca hổ sûã dng qua dõch v àố” Theo Gronroos(1984) [9] xem xeát chêët lûúång dõch vuå cuãa khấch hâng àûúåc àấnh giấ trïn hai khđa cẩnh, àố lâ chêët lûúång k thåt (nhûäng gị àûúåc phc v) vaâ chêët lûúång chûác nùng (chuáng àûúåc phuåc vuå thïë nâo) Trong nghiïn cûáu 1998, ưng mư tẫ chêët lûúång dõch v nhêån thêëy àûúåc lâ sûå khấc giûäa chêët lûúång dõch vuå mong àúåi vaâ chêët lûúång dõch vuå nhêån àûúåc Theo Cronin & Taylor (1992) [10] chûáng minh rựỗng chờởt lỷỳồng dừch vuồ laõ tiùỡn ùỡ vùỡ sûå haâi ISSN: 2615-9686 Journal of Science - Hong Bang International University sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan ‘I love New York on summer afternoons when every one’s away There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside ‘Whe movies?’ ‘It’s so hot,’ she complained ‘You go We’ll ride around and meet you after.’ With an effort her wit rose faintly, Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022 485 lôngca ngûúâi nhêån vâ ưng i ùởn kùởt luờồn rựỗng caóm nhờồn chờởt lỷỳồng dừch v tưët dêỵn àïën sûå hâi lông ca khấch hâng vâ cố thïí thûåc hiïån tiïëp lêìn sau 3.3 Giấ trõ caãm nhêån chêët lûúång Theo Woodruff (1997: 142) [11], “giấ trõ cẫm nhêån chêët lûúång ca khấch hâng lâ sûå u thđch, sûå cẫm nhêån vâ àấnh giấ ca khấch hâng vïì cấc àùåc tđnh ca mưåt dõch v, sûå thïí hiïån ca àùåc tđnh vâ nhûäng kïët quẫ àẩt àûúåc (hóåc hêåu quẫ phất sinh) tûâ viïåc sûã dng àố tẩo àiïìu kiïån thån lúåi àẩt àûúåc mc tiïu vâ mc àđch ca khấch hâng cấc trûúâng húåp sûã dng” Khấi niïåm nây chó sûå liïn kïët chùåt chệ giûäa giấ trõ nhêån àûúåc vâ giấ trõ mong mën, tûâ àố àûa kïët lån giấ trõ xuêët phaát tûâ nhêån thûác Theo Deming, 1981; Juran vâ Gryna, 1988 phên àõnh hai thânh phêìn chđnh ca trẫi nghiïåm vïì chêët lûúång lâ mûác àưå mâ mưåt sẫn phêím/dõch v cung cêëp cấc u cêìu cho khấch haâng vaâ laâm thïë naâo giûä àûúåc sûå tin cêåy cấc u cêìu àûúåc cung cêëp theo thúâi gian Zeithaml vâ Bitner (2000) [6]: “Chêët lûúång dõch v lâ àấnh giấ phẫn ấnh nhêån thûác ca khấch hâng vïì cấc ëu tưë ca sẫn phêím/dõch v nhû: Àưå tin cêåy, Àấp ûáng, Àẫm bẫo, Àưìng cẫm, Hûäu hịnh Ngoâi nố côn bõ ẫnh hûúãng búãi nhêån thûác vïì chêët lûúång dõch v/sẫn phêím vâ giấ cẫ cng nhû cấc ëu tưë tịnh hëng vâ cấc ëu tưë cấ nhên” Cronin vâ Taylor (1992) [9] dûåa trïn mư hịnh SERQUAL ca Parasuraman (1988) [7, 8] vúái thânh phêìn chêët lûúång dõch vuå laâ: Sûå tin cêåy, Nùng lûåc phuåc v, Khẫ nùng àấp ûáng, Sûå àưìng cẫm vâ Phûúng tiïån hûäu hịnh àïí xêy dûång mư hịnh SERVPER Nghiïn cỷỏu cho rựỗng mỷỏc ửồ caóm nhờồn cuóa khaỏch haõng sau sûã dng dõch v àố vâ lâ thûúác tưët nhêët ca chêët lûúång dõch v, theo àố thị Chêët lûúång dõch v lâ mûác àưå nhêån thûác, cẫm nhêån àûúåc giấ trõ sau sûã dng Mưåt sưë cấc nghiïn cûáu trûúác liïn quan àïën mua sùỉm trûåc tuyïën nhû nghiïn cûáu cuãa Delafrooz (2011)taåi Malaysia [12]; Hâ Ngổc Thùỉng vâ Nguỵn Thânh Àưå (2016) tẩi Viïåt Nam [13]; Trêìn Thõ Xn Viïn (2017) [14]; Anh vâ Liïn (2013)[15]; Bi Hâ Vên Anh & Phẩm Xn Lan (2013) [16]; Nguỵn Thõ Hưìng Thùỉm (2009) [17]; Nguỵn Hẫi Biïn vâ Dûúng Trđ Thẫo (2011) [18]; Àa phêìn cấc tấc giẫ dûåa trïn l thuët hânh vi cố hoẩch àõnh (TPB), l thuët vïì hânh àưång húåp l (TRA) àïí chûáng minh àõnh mua hâng online ca khấch Côn mưåt sưë cấc nghiïn cûáu khấc thị chûáng minh mưåt sưë ëu tưë ẫnh hûúãng àïën sûå hâi lông vïì chêët lûúång mưåt dõch v c thïí sau sûã dng Chûa cố nghiïn cûáu àïì cêåp trûåc tiïëp àïën cẫm nhêån chêët lûúång dõch v ca khấch hâng mua sùỉm online, ngoâi cng chûa phên tđch sûå ẫnh hûúãng qua lẩi giûäa cấc ëu tưë vúái vâ cng tấc àưång túái chêët lûúång dõch v Trong nghiïn cûáu nây, tấc giẫ thûâa kïë cấc nghiïn cûáu trûúác vâ thang ca mư hịnh chêët lûúång dõch vuå SERVQUAL cuãa Parasuraman[7, 8]; SERVPERF cuãa Cronin &Taylor [9] Sau àố thûåc hiïån thẫo lån vúái giẫng viïn cố nhûäng nghiïn cûáu liïn quan vâ nhâ quẫn trõ cố kinh doanh trûåc tuën tẩi Shopee VN, Lazada VN, Thïë giúái di àưång vâ Tiki, cng thưëng nhêët àïì xët cấc nhốm ëu tưë nhû sau: Àùåc tđnh khấch hâng; Mong mën ca khấch hâng; Nùng lûåc àấp ûáng ca bïn cung cêëp dõch v; Tấc àưång ca mưi trûúâng, cố tấc àưång trûåc tiïëp vâ giấn tiïëp àïën cẫm nhêån vïì chêët lûúång dõch v Nghiïn cûáu nây cng lâm rộ thïm cấc ëu tưë trïn cố tấc àưång qua lẩi vúái vâ tấc àưång àïën cẫm nhêån ca khấch hâng vïì chêët lûúång dõch v mua sùỉm online KHẤI NIÏåM CẤC NHỐM ËU TƯË 4.1 Nhốm ëu tưë vïì Àùåc tđnh cấ nhên ca khấch hâng Khấch hâng, mưỵi ngûúâi cố mưåt tđnh cấch riïng biïåt mâ mưỵi àùåc tđnh nây sệ ẫnh hûúãng àïën cẫm nhêån ca ngûúâi àố qua mưåt dõch v, tđnh cấch riïng ca mưỵi ngûúâi xët phất tûâ giúái tđnh, àưå tíi, àiïìu kiïån kinh tïë, tđnh khđ, thấi àưå, cưng viïåc hiïån tẩi Àùåc tđnh khấch hâng lâ mưåt ëu tưë quan trổng viïåc phên tđch cẫm nhêån ca khấch hâng vïì chêët lûúång dõch v mua sùỉm, cố mưëi liïn hïå giûäa Journal of Science - Hong Bang International University ISSN: 2615-9686 sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan ‘I love New York on summer afternoons when every one’s away There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside ‘Whe movies?’ ‘It’s so hot,’ she complained ‘You go We’ll ride around and meet you after.’ With an effort her wit rose faintly, 486 Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022 àùåc tđnh khấch hâng vúái cẫm nhêån ca khấch hâng vïì chêët lûúång dõch v mua sùỉm online 4.2 Nhốm ëu tưë vïì Mong mën ca khấch hâng Khấch hâng ln mong mën àûúåc trẫi nghiïåm hóåc lâ sûã dng cấc dõch v cố chêët lûúång àố Mong mën ca khấch hâng àûúåc k vổng qua:Mong mën àûúåc kïët nưëi vúái dõch v mua hâng mưåt cấch thån tiïån nhêët; Mong mën dõch v àấp ûáng nhu cêìu mưåt cấch nhanh chống, ln sùén sâng giao hâng mổi lc, mổi núi; Mong muöën dõch vuå àûúåc thûåc hiïån chuyïn nghiïåp tûâ khêu kïët nưëi ûáng dng nhêån àún hâng cho túái sûå phc v giao hâng àïìu phẫi thêåt chun nghiïåp; Mong mën dõch v an toân, àêy lâ ëu tưë khấch hâng àùåt lïn hâng àêìu; Mong mën dõch v hưỵ trúå khấch hâng vïì chêët lûúång, giẫi quët thùỉc mùỉc khiïëu nẩi nhanh chống; Mong mën àûúåc àưëi xûã nhiïåt tịnh vâ àûúåc phc v tưët; Mong mën khưng bõ ri ro vâ vôi vơnh, têët cẫ khấch hâng àïìu mong mën dõch v mâ mịnh sûã dng sệ khöng gêy nhûäng bêët lúåi hay ruãi ro sau sûã dng Trong thûåc tïë, àưëi vúái mổi dõch v kinh doanh ngûúâi ta thûúâng coá xu hûúáng lêëy mong mën ca mịnh lâm thânh nhûäng thûúác vïì chín mûåc àïí so sấnh, àấnh giấ àïën sûå cẫm nhêån vïì chêët lûúång dõch v Nối mưåt cấch khấc, mong mën ca mưỵi ngûúâi vïì chêët lûúång dõch v cố aãnh hûúãng trûåc tiïëp àïën sûå caãm nhêån chêët lûúång dõch v ca ngûúâi àố lâ tưët hay chûa tưët 4.3 Nhốm ëu tưë vïì Àiïìu kiïån ca mưi trûúâng Trong viïåc tẩo nïn cẫm nhêån ca khấch hâng vïì chêët lûúång cẫm nhêån dõch v, ëu tưë mưi trûúâng ln cố tấc àưång song song, búãi vị mưi trûúâng lâ mưåt hïå thưëng cấc àiïìu kiïån tûå nhiïn vâ xậ hưåi tấc àưång trûåc tiïëp àïën sûå cẫm nhêån ca khấch hâng sûã dng dõch v nhû: Ẫnh hûúãng ca truìn thưng vïì thưng tin sai lïåch cẩnh tranh, tin àưìn kếm chêët lûúång, nhûäng àiïìu nây àûúåc lan truìn trïn internet rêët nhanh nïn sệ ẫnh hûúãng rêët lúán àïën caãm nhêån chêët lûúång dõch vuå mua sùỉm online ca khấch hâng vïì dõch v àố; Ẫnh hûúãng ca thúâi tiïët tấc àưång lúán àïën thúâi gian vêån chuín vâ bẫo quẫn sệ ẫnh hûúãng trûåc tiïëp túái cẫm nhêån chêët lûúång dõch v; Ẫnh hûúãng cuãa yá kiïën nhûäng ngûúâi àaä tûâng sûã duång dõch v sệ ẫnh hûúãng àïën cẫm nhêån chêët lûúång dõch v àố; Ẫnh hûúãng vùn hốa giao tiïëp ca nhên viïn tấc àưång àïën cẫm nhêån chêët lûúång dõch v ca khấch hâng Mûác àưå hưåi nhêåp qëc tïë, kinh tïë thõ trûúâng sệ lâm tùng sûå cẩnh tranh gay gùỉt hún giûäa cấc doanh nghiïåp, khấch hâng sệ so sấnh cấc phûúng thûác tiïëp thõ, khuën mậi, giẫm giấ, tùång quâ, tùång àiïím tđch ly mua sùỉm online giûäa cấc doanh nghiïåp sệ ẫnh hûúãng àïën cẫm nhêån chêët lûúång ca khấch hâng vïì dõch v àố Sûå tiïën bưå ca khoa hổc k thåt vâ cưng nghïå, khoa hổc k thåt àưíi múái mưỵi ngây tấc àưång àïën khấch hâng cng phẫi thay àưíi suy nghơ múái vâ thối quen mua sùỉm, vị vêåy sûå thay àưíi ca khoa hổc k thåt vâ cưng nghïå sệ ẫnh hûúãng àïën cẫm nhêån chêët lûúång ca khấch hâng vïì dõch v mua sùỉm online 4.4 Nhốm ëu tưë vïì Nùng lûåc àấp ûáng ca doanh nghiïåp Àưëi vúái sûå àấp ûáng vïì dõch v lâ mong mën ca mổi khấch hâng vúái cấc doanh nghiïåp kinh doanh online Mong mën ln thay àưíi theo àùåc th mưi trûúâng vâ têm l ca khấch ngây câng mën nhiïìu hún vïì chêët lûúång, vïì tđnh nhanh vâ giấ thêëp, vïì àẫm bẫo hoân trẫ hay bưìi thûúâng khưng àng nhu cêìu Vị vêåy, doanh nghiïåp ln phẫi hoân thiïån mịnh àïí tịm mổi cấch ûáng xûã vâ àấp ûáng ph húåp cấc nhu cêìu ca khấch hâng, nùng lûåc lâm thỗa mận sûå mong mën ca khấch lâ nhốm ëu tưë phûác tẩp, nố u cêìu doanh nghiïåp phẫi coá thûåc lûåc cam kïët tûâ phûúng tiïån vêåt chêët àïën ngìn nhên lûåcvâ qui trịnh vêån hânh quẫn trõ khoa hổc ëu tưë vïì nùng lûåc àấp ûáng cuãa doanh nghiïåp aãnh hûúãng rêët lúán àïën caãm nhêån chêët lûúång dõch v ca khấch hâng ISSN: 2615-9686 Journal of Science - Hong Bang International University sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan ‘I love New York on summer afternoons when every one’s away There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside ‘Whe movies?’ ‘It’s so hot,’ she complained ‘You go We’ll ride around and meet you after.’ With an effort her wit rose faintly, Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022 487 MƯ HỊNH NGHIÏN CÛÁU ÀÏÌ XËT 5.1 Xêy dûång cấc giẫ thuët - Nhốm giẫ thuët vïì àùåc tđnh khấch hâng (DT): àùåc tđnh ca khấch hâng cố ẫnh hûúãng àïën mong mën ca khấch vâ tấc àưång àïën cẫm nhêån chêët lûúång dõch v mua sùỉm online, thïí hiïån búãi biïën quan bao gưìm: Giúái tđnh, Àưå tíi, Àiïìu kiïån kinh tïë, Thấi àưå, Tđnh khđ, Cưng viïåc - Nhốm giẫ thuët vïì mong mën ca khấch hâng (MM): bõ ẫnh hûúãng búãi àùåc tđnh ca khấch, khẫ nùng àấp ûáng ca doanh nghiïåp, ẫnh hûúãng mưi trûúâng vâ tấc àưång àïën cẫm nhêån chêët lûúång mua sùỉm online Thïí hiïån búãi biïën quan gưìm: Mong mën dõch v àûúåc thån lúåi vâ nhanh chống, Mong mën dõch v ln àấp ûáng mổi lc, mổi núi, Mong mën dõch v àûúåc thûåc hiïån chun nghiïåp, Mong mën dõch v an toân, Mong mën dõch v hưỵ trúå khấch hâng cố chêët lûúång, Mong mën àûúåc àưëi xûã nhiïåt tịnh, Mong mën àûúåc phc v tưët, Mong mën khưng bõ gêy khố dïỵ, Mong mën khưng bõ vôi vơnh - Nhốm giẫ thuët ẫnh hûúãng tûâ mưi trûúâng (MT): mưi trûúâng ẫnh hûúãng àïën àùåc tđnh ca khấch, mong mën ca khấch hâng vâ nùng lûåc àấp ûáng ca doanh nghiïåp tûâ àố chng tấc àưång àïën cẫm nhêån chêët lûúång dõch v mua sùỉm online ca khấch hâng Chng àûúåc thïí hiïån qua biïën quan gưìm: Truìn thưng vâ quẫng bấ, Thúâi tiïët, YÁ kiïën cuãa nhûäng ngûúâi àaä tûâng sûã duång dõch v, Vùn hốa giao tiïëp, Hưåi nhêåp kinh tïë thõ trûúâng, Sûå tiïën bưå ca khoa hổc k thåt vâ cưng nghïå, Cấc quy àõnh vïì phấp låt kinh doanh online - Nhốm giẫ thuët vïì nùng lûåc àaáp ûáng cuãa doanh nghiïåp (DU): nùng lûåc àaáp ûáng ca cấc doanh nghiïåp kinh doanh online bõ ẫnh hûúãng búãi sûå thay àưíi ca mưi trûúâng, tấc àưång àïën sûå mong mën vâ cẫm nhêån chêët lûúång dõch v mua sùỉm online ca khấch hâng.Thïí hiïån qua biïën quan gưìm: Dõch v doanh nghiïåp cố nhiïìu tiïån đch sûã dng vâ ûu àậi;Dõch v doanh nghiïåp cố chêët lûúång phc v cao vâ tđnh bẫo mêåt;Dõch vdoanh nghiïåp dïỵ tiïëp cêån, th tc àùåt hâng àún giẫn;Dõch vuådoanh nghiïåp thûåc hiïån nhanh choáng, àuáng thúâi gian; Dõch v doanh nghiïåp dïỵ dâng vâ thån lúåi hoân trẫ khưng àng àún hâng; Doanh nghiïåp cố cam kïët vïì thưng tin chêët lûúång dõch v hâng hốa mưåt cấch trung thûåc, doanh nghiïåp cố mẩng lûúái toấn ph húåp vâ an toân; Doanh nghiïåp cố hïå thưëng kiïím tra viïåc giao hâng vâ phẫn hưìi phẫn ấnh ca khấch hâng mưåt cấch chun nghiïåp; Doanh nghiïåp cố àưåi ng nhên viïn nhiïåt tịnh, giao tiïëp chuån nghiïåp vâ lõch sûå 5.2 Giẫ thuët vïì chiïìu tấc àưång ca cấc ëu tưë nhốm H1: Mưi trûúâng thay àưíi khấc (MT) cố ẫnh hûúãng thån chiïìu àïën Sûå àấp ûáng (DU) H2: Mưi trûúâng khấc (MT) cố ẫnh hûúãng thån chiïìu àïën Àùåc tđnh khấch hâng (DT) H3: Àùåc tđnh khấch hâng (DT) cố ẫnh hûúãng thån chiïìu àïën Mong mën ca khấch hâng (MM) H4: Sûå àấp ûáng (DU) cố ẫnh hûúãng thån chiïìu àïën Mong mën ca khấch hâng (MM) H5: Mưi trûúâng khấc (MT) cố ẫnh hûúãng thån chiïìu àïën Mong mën ca khấch hâng (MM) H6: Mưi trûúâng khấc (MT) cố ẫnh hûúãng thån chiïìu àïën Cẫm nhêån chêët lûúång (CN) H7: Àùåc tđnh khấch hâng (DT) cố ẫnh hûúãng thån chiïìu àïën Cẫm nhêån chêët lûúång dõch v (CN) H8: Sûå àấp ûáng ca doanh nghiïåp (DU) cố aãnh hûúãng thuêån chiïìu àïën Caãm nhêån chêët lûúång (CN) H9: Mong mën ca khấch (MM) cố ẫnh hûúãng thån chiïìu àïën Cẫm nhêån chêët lûúång (CN) Journal of Science - Hong Bang International University ISSN: 2615-9686 sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan ‘I love New York on summer afternoons when every one’s away There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside ‘Whe movies?’ ‘It’s so hot,’ she complained ‘You go We’ll ride around and meet you after.’ With an effort her wit rose faintly, Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022 488 5.3 Mư hịnh nghiïn cûáu Hịnh 1.Mư hịnh nghiïn cûáu àïì xët PHÛÚNG PHẤP NGHIÏN CÛÁU 6.1 Phûúng phấp nghiïn cûáu Sûã dng phûúng phấp nghiïn cûáu hưỵn húåp bao gưìm nghiïn cûáu àõnh tđnh vâ nghiïn cûáu àõnh lûúång Trïn cú súã lyá thuyïët vïì chêët lûúång dõch v, tưíng húåp vâ phên tđch cấc cưng trịnh nghiïn cûáu trûúác, kïët quẫ thẫo lån chun gia, bâi viïët àïì xët mư hịnh nghiïn cûáu Sûã dng phêìn mïìm SPSS kïët húåp vúái thang Likert mûác àöå àïí thu thêåp dûä liïåu khẫo Àưëi vúái nghiïn cûáu nây, tấc giẫ chổn mư hịnh cêëu trc tuën tđnh àïí phên tđch, vị mư hịnh phẫn ấnh àûúåc cấc mưëi quan hïå cêëu trc nhên quẫ giûäa cấc ëu tưë, àïí lâm rộ hún sûå tûúng tấc giûäa chuáng vúái cuâng aãnh hûúãng àïën caãm nhêån chêët lûúång dõch v 6.2 Mêỵu nghiïn cûáu 6.2.1.Àưëi tûúång khấo Cấc khấch hâng àậ vâ àang mua sùỉm online trïn àõa bân Tp.HCM qua cấc doanh nghiïåp Shopee VN, Lazada VN, Thïë giúái di àưång, Tiki vâ Àiïån Chúå Lúán 6.2.2 Phûúng phấp chổn mêỵu vâ sưë lûúång mêỵu khẫo Chổn mêỵu theo phûúng phấp thån tiïån vâ hẩn ngẩch lâ 100 vúái àún võ Sưë lûúång mêỵu khẫo dûåa theo Kline (2005)[19] vúái sưë mêỵu lúán > 200 lâ àấp ûáng u cêìu thưëng kï vâ ph húåp cho viïåc phên tđch mư hịnh SEM Nghiïn cûáu phất 500 bẫng khẫo sất, kïët quẫ chđnh thûác cố 405 bẫng khẫo àẩt u cêìu àûúåc àûa vâo thûåc hiïån phên tđch àõnh lûúång KÏËT QUẪ NGHIÏN CÛÁU 7.1 Kiïím àõnh àưå tin cêåy Cronbach’s Alpha Àấnh giấ vïì àưå tin cêåy ca thang qua hïå sưë Cronbach’s Alpha vâ Composite Reliability àïí loẩi biïën khưng ph húåp Cấc biïën cố hïå sưë tûúng quan nhỗ hún 0.3 sệ bõ loẩi vâ thang phẫi cố hïå sưë Cronbach’s Alphatưíng phẫi àẩt tûâ 0.6 trúã lïn (Hair, Anderson, & Black W.C, 1998) [20] Kïët quẫ phên tđch àưå tin cêåy ca cấc thang mư hịnh àïìu cố Hïå sưë Cronbach’s Alpha ISSN: 2615-9686 Journal of Science - Hong Bang International University sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan ‘I love New York on summer afternoons when every one’s away There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside ‘Whe movies?’ ‘It’s so hot,’ she complained ‘You go We’ll ride around and meet you after.’ With an effort her wit rose faintly, Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022 489 tưíng ca cấc biïën dao àưång tûâ 0.901 àïën 0.940 Cấc biïën quan cố hïå sưë tûúng quan àïìu àẩt tûâ 0.615 àïën 0.852 Àấnh giấ dûä liïåu khẫo àẩt u cêìu 7.2 Phên tđch nhên tưë khấm phấ (EFA) Kïët quẫ cấc biïën quan cố tûúng quan vúái xết trïn phẩm vi tưíng thïí, kïët lån EFA lâ ph húåp vúái dûä liïåu nghiïn cûáu vúái phûúng sai trđch àûúåc lâ 67.416% (lúán hún 50%) vâ cấc ëu tưë àûúåc trđch tẩi giấ trõ Eigenvalues = 2.148 Cấc nhên tưë trđch àïìu àẩt u cêìu vïì giấ trõ phên tđch nhên tưë khấm phấ cho cấc thang cố kïët quẫ nhû sau: Kïët quẫ thưëng kï Chi-bịnh phûúng ca kiïím àõnh Bartlett àẩt giấ trõ 10,767.472 vúái mûác nghơa Sig = 0.000 vâ hïå sưë KMO = 0.945 7.3 Phên tđch nhên tưë khùèng àõnh (CFA) Kïët quẫ phên tđch CFA (Hịnh 2) ca mư hịnh túái hẩn vúái 452 bêåc tûå nhû sau: Chi-bònh phûúng/df = 1.501 (< 5), RMSEA = 0.035 (< 0.08), CFI = 0.975 (> 0.93), GFI = 0.901 (> 0.8), TLI = 0.973 (> 0.9), P = 0.000 (< 0.05) Kïët quaã nây cho thêëy àưå ph húåp ca mư hịnh so vúái dûä liïåu khẫo thõ trûúâng vâ chêëp nhêån àûúåc cho phên tđch Hịnh Kïët quẫ CFA cho cấc khấi niïåm (chín hốa) 7.4 Kiïím àõnh àưå tin cêåy thang Àöå tin cêåy cuãa thang àûúåc kiïím àõnh thưng qua ba chó sưë: Cronbach’s Alpha, Hïå sưë tin cêåy tưíng húåp (CR) vâ Hïå sưë tưíng phûúng sai trñch (AVE) Journal of Science - Hong Bang International University ISSN: 2615-9686 sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan ‘I love New York on summer afternoons when every one’s away There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside ‘Whe movies?’ ‘It’s so hot,’ she complained ‘You go We’ll ride around and meet you after.’ With an effort her wit rose faintly, Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022 490 Bẫng 2.Tốm tùỉt kïët quẫ kiïím àõnh thang Thânh phêìn Sưë biïën Àưå tin cêåy Phûúng sai Giấ trõ quan Cronbach’s Alpha Tưíng húåp trđch AVE DT 0.93 0.939 0.720 Àẩt u cêìu MM 0.94 0.942 0.701 Àẩt u cêìu MT 0.92 0.927 0.645 Àẩt u cêìu DU 0.93 0.936 0.678 Àẩt u cêìu CN 0.91 0.916 0.612 Àẩt u cêìu Cấc thang mư hịnh àïìu àẩt u cêìu ca cấc chó sưë Cronbach’s Alpha (lúán hún 0.6), àưå tin cêåy tưíng húåp (CR lúán hún 0.7) vâ phûúng sai trđch (AVE lúán hún 0.5) Tốm lẩi, têët cẫ thang ca giẫ thuët nghiïn cûáu nây àïìu àẩt u cêìu vïì àưå tin cêåy vâ giấ trõ nhû: Àưå tin cêåy tưíng húåp, phûúng sai trđch, giấ trõ hưåi t, giấ trõ phên biïåt Têët cẫ cấc biïën lûúâng nây àûúåc sûã dng tiïëp theo àïí kiïím àõnh mư hịnh nghiïn cûáu 7.5 Phên tđch mư hịnh cêëu trc tuën tđnh Kïët quẫ phên tđch SEM dẩng chín hốa (Hịnh 3) cho thêëy mư hịnh l thuët cố 452 bêåc tûå vúái mưåt sưë tiïu chđ nhû sau: Chi-bịnh phûúng/df =1.645, CFI = 0.968, GFI = 0893, TLI = 0.966, RMSEA = 0.040, P = 0.000 Kïët quẫ nây cho thêëy mư hịnh àậ tûúng thđch vúái dûä liïåu thõ trûúâng Hịnh Kïët quẫ SEM (chín hốa) ISSN: 2615-9686 Journal of Science - Hong Bang International University sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan ‘I love New York on summer afternoons when every one’s away There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside ‘Whe movies?’ ‘It’s so hot,’ she complained ‘You go We’ll ride around and meet you after.’ With an effort her wit rose faintly, Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022 491 7.5.1 Kïët quẫ kiïím àõnh SEM Bẫng Kïët quẫ kiïím àõnh SEM Estimate S.E C.R P Label DU