Factors Affecting The Bus Service Usage Behavior Of Huflit Students.pdf

The purpose of the study is to identify factors that affect the mtention of using buses as means of transportation for HUFLIT students, which are factors that influence the study includi

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

Course: 2022-2023

HCMC, Dee/2022

ABSTRACT

Currently, one of the aspects that reflects the civilized face of a nation is the traffic problem Full and convenient public transportation is important in facilitating the transportation system Making the best use of public transportation is one option to lessen traffic because of the restricted capacity of the route The actual circumstances, interests, and culture of those who use public transportation are still relatively poor The average population growth rate of HCMC stands at 4% with a current population of nearly 8 million, which is a densely populated area from the provinces, with students accounting for a large portion The purpose of the study is to identify factors that affect the mtention

of using buses as means of transportation for HUFLIT students, which are factors that influence the study including usefulness, cost of use, subjective standard, personal means, and behavioral control Based on data collection at HUFLIT school students, this study proposes several solutions that help students raise awareness when using bus services and

at the same time help businesses take measures to attract more and more bus service

users

Keywords: Bus, HUFLIT students, personal means, analysis

TABLE OF CONTENT

I INTRODUCTION căn nh nh nh n 1

1.1 Research Obj©@CẨÏVe nn eit 1 1.2 Research Subjects and SCOPE nh nh nh nhe reo 1 1.3 LIMITATION I I EE ene 1

Il, REVIEW OF LITERATURE AND HYPOTHESES DEVELOPMENTS3

2.1 Review of literafUF€ - en erneenineanes 3 2.1.1 Definition Of S€TVIC€ chen nền nh nh hoa 3 2.1.2 Definition of usage behaViOF cu uc nh hs nh nền nề nh seo 3 2.1.3 Definition of public transportation services 3 2.2 Hypotheses developmernt ch nh nhé nh khoẻ 4 2.2.1 Research MOE inne 4 2.2.2 Study hypothe5©S nen nh nh nh nhe Hoto 4

III METHODOLOGYY on cm n n nh n nnnn 5

3.1 Qualitative research methods nhe nho 5 3.2 Quantitative research methods eee 5

IV DATA ANALYSIS AND RESULTS cccn cn nnnnnn nn nncnn 6

4.1 Overview of the study sampIle :‹ chen heo 6 4.2 Check the scale using the Cronbachs Alpha coefficient 6 4,3 Factor analysis discovers EFA factors of independent variables7 4.4, Factor Analysis Discovering EFA Dependency Factor 0 7 4.5 Regression model anaÌVSÏS ccc nh nen nho 7

V RECOMMENDATIONS AND CONCLUSION 9

5.1 ConcCÏUSÏOP cu nh nh» HH hs HT he nen ĐK Tà 9

5.2 RecommendatiOnS cccc cn nn nnn nnk kn n kế ca ánh ru 10

TABLE OF FIGUR EIgure I The theoretical model ofresearch - 2 2 2211112311211 1111155111111 xk2 7 YTable 1 Sample distribution by certaln prOpeTfIes 5-2 2211221222121 1222 9 Table 2 Results of reliability analysis of variable groups using the Cronbachs Alpha M3101019012ã2201717 10 Table 3 EFA Discovery Factor Analysis Table - - - 20 2.11120111111211 11 115511 11tr, 10 Table 4 Results of regression anaÏySIS - 2 2 02011120 111211 1211112111155 1 11111111 k ray II

Provide policy suggestions to encourage students to use bus services

1.2 Research Subjects and Scope

Research subjects: Factors affecting bus service usage behavior of HUFLIT students as means of transportation

Research scope: This study examines the satisfaction of students with bus services at Ho Chi Minh City University of Foreign Languages — Information Technology (HUFLIT), located in District 10, Ho Chi Minh City This location is located in the center of the city, with high demand and density for buses We selected the target group of students with the most objective results Attitudes and information quality are other factors that can influence consumers’ decisions about buses Therefore, we will focus on collecting data and information from customers in this field to obtain reliable research results

1.3 Limitation

To widen the results to the whole, this topic was surveyed in a representative manner because I encountered various constraints in terms of human resources, time, and money throughout the implementation of the research study Finding and gathering business data sources is challenging for me now that I'm a student Due to their limited proficiency in foreign languages, students frequently find it easy to hunt up, use and cite publications with foreign origins as the foundation for their research The aforementioned restrictions presented a challenge for me The research paper's quality suffers as a result, but our team thinks that this study gives us a ton of useful data to consider while conducting our research

Il REVIEW OF LITERATURE AND HYPOTHESES DEVELOPMENT 2.1 Review of literature

2.1.1 Definition of service

Service is interpreted as the third component of the product, designed and implemented

by businesses to support customers before, during, and after selling the product: product consulting, transportation, repair, and maintenance From this perspective, services only perform technical functions, they're not considered a form of the product

According to Christopher Lovelock-Laurer Wright, Service is an economic activity implemented by one object to another customer or recipient, thereby creating value and benefits for the customer at a specific time and place, bringing about desired results to the recipient (Service Marketing and Management, tr 1)

As such, services are interpreted as an operational process involving non-existent factors, which address relationships between service providers and customers without changes in ownership

2.1.2 Definition of usage behavior

According to the American Marketing Association, consumer behavior is the interaction between environmental stimuli and people's perceptions and behaviors that change their

ltves through that interaction Four factors affect consumer behavior: Culture, society, individual, and psychology

2.1.3 Definition of public transportation services

Public transport is the service sector that provides transportation to meet the transportation needs of a certain number of passengers There are various types of passenger transportation, but buses are common in people's lives, buses that travel on fixed routes, were created to satisfy the purpose of traveling long distances or near distances

Investigated the elements that contribute to and have an impact on attempts to ameliorate the dire situation based on a review of the financial and operational performance of the public bus transit service in the four metropolitan centers and four secondary cities throughout the 1990s.[CITATION Bad05 \ 1053 ]

Following the paper Public Passport Service Development Solution, the type of bus has the following characteristics:

* Convenient, safe, and civilized

¢ High flexibility, low investment

¢ It's a public service that meets the needs of many different types of people

2.2 Hypotheses development

2.2.1 Research model

The attraction of personal means

The intention of using the bus service

The factors affecting the bus

service usage behavior

Hypothesis H3: Perception of behavior control has an equal impact on factors affecting HUFLIT university students' intention to use bus services as a means of transportation Hypothesis H4: The attraction of individual vehicles has an equally influential impact on the HUFLIT university students’ intention to use bus services as a means of transportation

Hypothesis H5: The cost of use has an equal impact on the factors affecting HUFLIT university students’ intention to use bus services as a means of transportation

Ill METHODOLOGY

3.1 Qualitative research methods

The researchers used a questionnaire to collect data for this study directly from primary sources In this study, customer satisfaction surveys and questionnaire-based interviews with bus users were used to gauge how well the buses were being used The samples utilized in this study were chosen based on some subjective assessments of a variety of sample qualities that were believed to be strongly related to a variety of previously known students’ characteristics The samples were chosen through intentional sampling

In this study, 30 questions define the service characteristics that affect the level of influence on students’ usage behavior

3.2 Quantitative research methods

The aim is to assess the reliability of the scale of factors affecting students' bus service use decisions; to test research models and research hypotheses; and, at the same time, to assess the degree of influence of factors on students' bus service use decisions Quantitative research is conducted through the following stages:

¢ Collect research data using a 30-question questionnaire

® The scale was built on the evaluation method with the Cronbach Alpha confidence coefficient and the EFA discovery factor analysis, conducting a CFA affirmative factor analysis to verify the suitability of the constructed theoretical model, thereby eliminating under-reliability observation variables and analysis of the discovery factor through SPSS processing software

Properties Number Proportion

Gender Male 119 41,8

Female 166 58,2 Course K24 27 95

K25 64 22,5 K26 112 39,3 K27 82 28,8 Transportation Motorbike 241 84,5

Bicycle 5 1,8 Bus 30 10,5 IV Technology driver 9 3,2

DATA ANALYSIS AND RESULTS

4.1 Overview of the study sample

Based on the 400 surveys released, 285 valid tables were collected, compiled, and processed by the SPSS 22.0 section of the statistics described

Table 1, Sample distribution by certain properties

4.2 Check the scale using the Cronbachs Alpha coefficient

From the Cronbach Alpha coefficient analysis, We discovered that the impact and dependence factors’ five scale components both have more dependability than 0.6, making them reliable to utilize That suggests that the scale constructed as statistically significant and to the required reliability should continue to be included in the EFA discovery factor analysis (Table 3)

4.3 Factor analysis discovers EFA factors of independent

variables

According to the research model, 5 components with 20 observational variables affect students' intention to use buses After the survey, use the Principal Axis Factoring method with Promax rotation to analyze 20 observational variables We first test Bartletts and the KMO coefficient, the KMO coefficient = 0.822 is quite a high meeting the requirements

of 0.5 KMO 1 I: factor analysis suitable for the research data The Bartlett test is 2875,314 with a significance level sig = 0.000 (0.05 (rejecting the hypothesis HO: observational variables are not correlated overall), which indicates that the data used to analyze the EFA factor is completely appropriate 20 observational variables are extracted

as 5 factors at Eigenvalues = 1.688% and the total value is incorrect a series of requirements, then it can be said that | factor accounts for 70.31% of the variation of the observation variable So it is tentatively concluded that there are five factors that affect student satisfaction (Table 3)

Table 3 EFA Discovery Factor Analysis Table

4.4 Factor Analysis Discovering EFA Dependency Factor

The EFA discovery factor analysis result with KMO equals 0.731 >0.5 and Bartlett's test has sig = 0.000 +0.05, so it is possible to confirm the data suitable for factor analysis

4.5 Regression model analysis

After extracting factors from the discovery factor analysis, we conduct a regression analysis to identify factors that affect students’ satisfaction with The regression analysis will be performed with 6 independent factors, the value of each factor used to run regression is the average value of the observations variables belonging to that factor

V RECOMMENDATIONS AND CONCLUSION

5.1 Conclusion

Overall, the regression coefficient of variables are not significantly different, and the factors affecting students' bus service usage are related to high-to-low-order factors as follows: The useful, cost of usage, subjective standard, personal means, and perception controls behavior

Usefulness

The analysis shows that the "usefulness" factor has the greatest impact on the intention of using bus services as a means of transportation for students at HUFLIT school The word reality shows that subsidized buses have helped people gradually change their habits from using personal vehicles to choosing buses Since then, contributed to reducing traffic congestion and improving urban traffic in Ho Chi Minh City Citizens in general and students, in particular, choose to use the public bus for the usefulness it provides to users The first thing is that using buses helps reduce the risk of traffic accidents, helps users avoid smog, and pollution, and is environment-friendly Now on each bus, it's quite modern On each bus, the route of the bus routes is marked on easily identifiable signs, fire extinguishers, and first aid kits; at each waiting station, there is always a loudspeaker

so that people can be clear and the bus stops at all pick-up, returning

bus during rush hours, in long-distance routes up to 30 minutes, which affects As big as the users, they have to go to the station and calculate the time reasonably so that they don't have to wait for the bus for a long time, which is a limitation of using the bus compared to using personal vehicles

Subjective standard

Tracking and grasping information about the time of current car routes, routes, and destinations also makes it difficult for beginners to use

Perception controls behavior

The use of buses as a means of transportation is decided by customers themselves, so it is necessary to propagate to Ho Chi Minh City residents in general and HUFLIT students in particular to encourage the use of buses

From the above conclusions, it can be confirmed from the entrepreneur's perspective that the public bus service market of students has still and 1s very potential for exploitation and investment

5.2 Recommendations

Based on the results of the study, several recommendations were proposed based on the two most influential factors in the model, including usefulness and cost of usage Bus users are always concerned about the quality of the bus and the skill and level of care

of the driver Therefore, it is necessary to improve the quality and service of the vehicle The vehicle should list the results of the public vehicle inspection on the vehicle so that users know and understand the driving and ticket control staff who need training and training and inspection every month to ensure the quality of service and safety of customers In addition, drivers need to have health checks and alcohol and health monitoring before driving - this is relatively important to ensure safety and avoid traffic accidents

If you use personal vehicles such as motorbikes and cars, you have to spend a lot of money such as gasoline, parking lots, car repairs, and fear of traffic jams Meanwhile, Saigonbus' subsidiary bus routes, only cost 5,000 VND/ turn and 90,000 VND/month for