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Thị trường thương mại điện tử của Việt Nam đang phát triển với tốc độ rất nhanh, đặc biệt từ năm 2013. Sự phát triển này mang lại nhiều lợi ích cho các doanh nghiệp tuy nhiên cũng tạo ra sự cạnh tranh khốc liệt để giữ chân khách hàng cũ. Khi cuộc sống của con người ngày càng được nâng cấp, các giá trị lợi ích mà họ mong muốn cũng có sự thay đổi. Các khía cạnh lợi ích tinh thần ngày càng được khách hàng quan tâm và đánh giá cao trong mối quan hệ với hành vi của họ. Mối quan hệ giữa các động lực bên trong như lợi ích tinh thần, lòng tin, giá trị cảm nhận tiêu khiển, sự lo âu với hành vi trung thành của khách hàng đang được nhiều quan tâm, đặc biệt đối với những thị trường mới nổi như Việt Nam.
B TR NG GIÁO D C VĨ ĨO T O IH CM THÀNH PH H CHÍ MINH BÙI THÀNH KHOA NGHIÊN C U S C M NH N V L I ÍCH TINH TH N, GIÁ TR C M NH N TIÊU KHI N, VÀ LÒNG TIN TR C TUY N NH H NG N LÒNG TRUNG THÀNH TR C TUY N: XÉT TRONG M C LO ÂU C A KHÁCH HÀNG LU N ÁN TI N S QU N TR KINH DOANH Thành ph H Chí Minh, n m 2020 B TR NG GIÁO D C VĨ ĨO T O IH CM THÀNH PH H CHÍ MINH BÙI THÀNH KHOA NGHIÊN C U S C M NH N V L I ÍCH TINH TH N, GIÁ TR C M NH N TIÊU KHI N, VÀ LÒNG TIN TR C TUY N NH H NG N LÒNG TRUNG THÀNH TR C TUY N: XÉT TRONG M C LO ÂU C A KHÁCH HÀNG Chuyên ngành : Qu n tr kinh doanh Mã s : 62 34 01 02 LU N ÁN TI N S QU N TR KINH DOANH Ng ih ng d n khoa h c PGS.TS NGUY N MINH HÀ Thành ph H Chí Minh, n m 2020 L I CAM OAN Tôi cam đoan r ng lu n пn ắNGHIÊN C U S C M NH N V L I ÍCH TINH TH N, GIÁ TR C M NH N TIÊU KHI N, VÀ LÒNG TIN TR C TUY N NH H LO NG N LÒNG TRUNG THÀNH TR C TUY N: XÉT TRONG M C ÂU C A KHÁCH HÀNG” lƠ bƠi nghiên c u c a tơi Tơi tun b r ng, theo hi u bi t t t nh t c a tôi, khơng có ph n cơng vi c nƠo đ c p lu n пn nƠy đư đ b ng c p, cho b t k tr cđ c g i đ h tr cho m t ng d ng cho b ng c p khác, ho c ng đ i h c ho c vi n nghiên c u khác Thành ph H Chí Minh, 2020 Bùi Thành Khoa iii L I CỄM N Vi c hoàn thành lu n án ti n s c a s khơng th th c hi n đ có s h tr khuy n khích c a nhi u ng tr ng c n u không i cu c s ng trình h c t p t i i h c M Thành ph H Chí Minh Tôi mu n nhơn c h i nƠy đ g i l i c m n chơn thƠnh đ n nh ng ng i đư giúp đ khích l tơi su t q trình h c t p th c hi n lu n án Ti n s nƠy Tôi dành s tri ân m t cách trân tr ng nh t dƠnh cho ng ih ng d n khoa h c c a tơi, Phó giпo s ậ Ti n s Nguy n Minh Hà, tơi tin r ng b n thân s khơng th k t thúc hành trình n u khơng có s h ng d n, nh c nh vƠ đ ng viên c a Th y Tơi ln thích cu c th o lu n c a chúng tơi ph n h i có giá tr v t t c khía c nh c a lu n án Th y đư kiên nh n, đ c c ng nh h tr công vi c nghiên c u c a tơi v i s thích thú, đ a th o lu n ph n h i nghiêm túc Nh ng h ng d n có giá tr , h tr đ ng l c khuy n khích c a Th y lƠ vơ giп đ i v i Tôi c m th y vinh d t hào m t nh ng nghiên c u sinh đ c Th y h ng d n Tôi mu n dành nh ng l i c m n sơu s c đ n Th y Cô h i đ ng góp ý t đ c ng, cпc chuyшn đ , c p c s , c p tr ng; ph n bi n kín, nhà khoa h c đư đóng góp ý ki n cho tóm t t lu n án c a tơi đ giúp đ tơi hồn thi n n i dung c ng nh hình th c c a lu n án Quá trình h c t p t i i h c M Thành ph H Chí Minh c ng lƠ m t giai đo n không th quшn đ i v i b n thân Tôi r t trân tr ng c m n t t c cán b Công nhân viên c a s đư nh n đ i h c M Thành ph H Chí Minh, th c c nhi u s giúp đ nhi t tình vƠ đпng quỦ t Anh ch , Th y t khoa vi n, phịng ban c a nhƠ tr ng; đ c bi t lƠ Khoa Ơo t o Sau i h c, Khoa Qu n tr kinh doanh, su t trình h c t p b o v lu n án Cu i cùng, nh ng không ph n quan tr ng, l i c m n n ng nhi t chân thành c a đ n gia đình tơi, nh ng ng i đư g n bó v i tơi su t q trình h c t p hồn thành lu n án Tơi ln bi t n gia đình đư h tr , khuy n khích u th ng tơi Khơng có s h tr tình yêu c a h , tơi th m chí s khơng th b t đ u hành trình c a Trong đó, cha tơi lƠ ng i quan tr ng nh t cu c đ i tơi s khích l c a ông lƠ u t t nh t giúp hoàn thành b c ti n s Xin trân tr ng c m n! iv TÓM T T Th tr ng th ng m i n t c a Vi t Nam phпt tri n v i t c đ r t nhanh, đ c bi t t n m 2013 S phát tri n mang l i nhi u l i ích cho doanh nghi p nhiшn c ng t o s c nh tranh kh c li t đ gi chân khách hàng c Khi cu c s ng c a ng i ngƠy cƠng đ c nâng c p, giá tr l i ích mà h mong mu n c ng có s thay đ i Các khía c nh l i ích tinh th n ngƠy cƠng đ c khách hàng quan tơm vƠ đпnh giá cao m i quan h v i hành vi c a h M i quan h gi a cпc đ ng l c bên nh l i ích tinh th n, lòng tin, giá tr c m nh n tiêu n, s lo âu v i hành vi trung thành c a khách hàng đ c nhi u quan tơm, đ c bi t đ i v i nh ng th tr ng m i n i nh Vi t Nam Lu n án nh m m c đích hi u rõ h n nh ng l i ích tinh th n c m nh n c a khách hàng c ng nh bi u hi n c a lòng trung thành b i c nh mua s m tr c n t i Vi t Nam, đ ng th i nghiên c u v nh h ng c a s lo ơu đ n m i quan h gi a l i ích tinh th n c m nh n, lòng tin tr c n, giá tr c m nh n tiêu n, lòng trung thành tr c n đ tđ c m c tiшu đ ra, nghiên c u đư s d ng ph pháp nghiên c u đ nh tính vƠ đ nh l ng ng Trong đó, nghiên c u đ nh tính dùng đ phát tri n thang đo, u ch nh thang đo Còn nghiên c u đ nh l ng nh m m c đích ki m đ nh thang đo, ki m đ nh gi thuy t nghiên c u Lu n án đư phпt hi n vƠ đóng góp nh ng b ng ch ng th c nghi m v m i quan h c a khái ni m mơ hình nghiên c u t i th tr ng Vi t Nam thông qua kh o sát 917 khách hàng mua s m tr c n t i n m t nh thành có ch s th di n t cao theo báo cáo c a Hi p h i th ng m i ng m i n t Vi t Nam, bao g m b n thành ph l n (Hà N i, H i Phòng, Ơ N ng, Thành ph H Chí Minh) t nh Bình D ng K t qu nghiên c u cho th y, (1) lòng trung thành tr c n b i c nh Vi t Nam g m thành ph n, c th , s u tiшn, s t ng tпc xư h i, s cung c p thơng tin cá nhân; (2) l i ích tinh th n c m nh n g m thành ph n, bao g m, c m nh n mua s m thú v , c m nh n t ng tпc xư h i, c m nh n mua s m riшng t , vƠ c m nh n ki m sốt; (3) Có m i quan h đ ng bi n gi a l i ích tinh th n c m nh n, lòng tin tr c n, giá v tr c m nh n tiêu n, lòng trung thành tr c n; (4) m c đ lo âu (th p, trung bình, cao) có tпc đ ng đ n m i quan h gi a nhân t nêu ng th i nghiên c u nƠy c ng đóng góp th c ti n đ i v i doanh nghi p th ng m i n t t i th tr ng Vi t Nam thông qua nh ng đ xu t giúp doanh nghi p nâng cao lòng trung thành c a khách hàng vi M CL C L I CAM OAN iii L I CÁM N iv TÓM T T v M C L C vii DANH M C B NG xiii DANH M C HÌNH xv DANH M C T CH VI T T T xvi NG T NG QUAN 1.1 S C N THI T C A TÀI NGHIÊN C U 1.1.1 T th c ti n 1.1.2 T lý thuy t 1.2 V N NGHIÊN C U VÀ M C TIÊU NGHIÊN C U 1.3 IT NG NGHIÊN C U VÀ PH M VI NGHIÊN C U 11 1.3.1 it ng nghiên c u 11 1.3.2 it ng kh o sát 11 1.3.3 Ph m vi nghiên c u 12 1.4 PH NG PHÁP NGHIểN C U 13 1.5 TÍNH M I VÀ NH NG ịNG GịP C A NGHIÊN C U 13 1.5.1 óng góp v m t lý thuy t 13 1.5.2 óng góp v m t th c ti n 15 1.6 C U TRÚC C A LU N ÁN 15 CH NG C S LÝ THUY T 17 2.1 LÝ THUY T N N CHO NGHIÊN C U 17 2.1.1 Khung lý thuy t v marketing m i quan h 18 2.1.2 Mô hình SOR (kích thích ậ ch th - ph n ng) nghiên c u hành vi 20 2.1.3 Lý thuy t chu i giá tr 23 2.1.4 Các lý thuy t liên quan l i ích tinh th n c m nh n 25 2.1.4.1 Lý thuy t v s t quy t (Self-Determination Theory) 26 2.1.4.2 Lý thuy t dòng ch y tr c n (the online flow theory) 27 2.2 LÒNG TRUNG THÀNH TR C TUY N (ELECTRONIC LOYALTY) 28 2.2.1 nh ngh a lòng trung thƠnh 28 2.2.2 Lòng trung thành tr c n 30 vii 2.2.2.1 u tiшn (Preference) 35 2.2.2.2 S t ng tпc (Interaction) 35 2.2.2.3 Cung c p thông tin cá nhân (Personal Information Disclosure) 36 2.3 L I ÍCH TINH TH N C M NH N (PERCEIVED MENTAL BENEFIT) 38 2.3.1 L i ích c m nh n: 38 2.3.2 Phân lo i l i ích c m nh n b i KH 39 2.3.2.1 L i ích th c d ng (Utilitarian benefit) 39 2.3.2.2 L i ích tiêu n (Hedonic Benefit) 39 2.3.2.3 L i ích bi u t ng (Symbolic Benefit) 40 2.3.3 Các thành ph n c a l i ích tinh th n c m nh n 40 2.3.3.1 C m nh n mua s m thú v (Perceived Shopping Enjoyment) 40 2.3.3.2 C m nh n t ng tпc xư h i (Perceived Social Interaction) 41 2.3.3.3 C m nh n mua s m kín đпo (Perceived Discreet shopping) 44 2.3.3.4 C m nh n ki m soát (Perceived Control) 45 2.4 GIÁ TR C M NH N TIÊU KHI N (PERCEIVED HEDONIC VALUE) 47 2.4.1 Giá tr c m nh n 47 2.4.2 Giá tr c m nh n tiêu n 49 2.5 LÒNG TIN TR C TUY N (ONLINE TRUST) 50 2.6 LO ÂU (ANXIETY) 51 2.7 T NG QUAN V CÁC NGHIÊN C U TR C ỂY 53 2.7.1 Các nghiên c u v lòng trung thành tr c n 53 2.7.2 Các nghiên c u v l i ích c m nh n 55 2.7.3 Các nghiên c u v marketing m i quan h liên quan 57 2.8 M I QUAN H GI A L I ÍCH TINH TH N C M NH N, GIÁ TR C M NH N TIÊU KHI N, LÒNG TIN TR C TUY N, S LO ÂU,VÀ LÒNG TRUNG THÀNH TR C TUY N 60 2.8.1 M i quan h gi a giá tr c m nh n tiêu n lòng trung thành tr c n 60 2.8.2 M i quan h gi a lòng tin tr c n lòng trung thành tr c n 61 2.8.3 M i quan h gi a l i ích tinh th n c m nh n lòng trung thành tr c n 61 2.8.4 M i quan h gi a l i ích tinh th n c m nh n giá tr c m nh n tiêu n 62 2.8.5 M i quan h gi a l i ích tinh th n c m nh n lòng tin tr c n 63 2.8.6 nh h ng c a m c đ lo ơu TM T 63 2.9 MƠ HÌNH VÀ T NG H P GI THUY T NGHIÊN C U viii XU T 65 TÓM T T CH CH NG 68 NG THI T K NGHIÊN C U 69 3.1 L A CH N PH NG PHÁP NGHIểN C U 69 3.1.1 H nh n th c lu n nghiên c u 69 3.1.2 Quy trình nghiên c u 70 3.2 PHÁT TRI N THANG O lòng trung thành TR C TUY N VÀ L I ÍCH TINH TH N C M NH N 74 3.2.1 Quy trình phát tri n thang đo 74 3.2.1.1 T o thang đo vƠ sƠng l c 74 3.2.1.2 nh hình thang đo (Scale refinement) 77 3.2.1.3 Xác nh n thang đo (Scale validity) 80 3.2.2 Phát tri n thang đo lòng trung thƠnh tr c n b i c nh TM T Vi t Nam 82 3.2.2.1 T o bi n quan sát sàng l c ban đ u 82 3.2.2.2 nh hình thang đo 83 3.2.3 Phát tri n thang đo l i ích tinh th n c m nh n b i c nh TM T Vi t Nam 92 3.2.3.1 T o bi n quan sát sàng l c ban đ u 92 3.2.3.2 nh hình thang đo 95 3.2.3.3 Xác nh n thang đo 101 3.3 NGHIÊN C U NH TệNH I U CH NH THANG O 106 3.3.1 Giá tr c m nh n tiêu n (HV) 110 3.3.2 Thang đo lòng tin tr c n (OT) 111 3.3.3 Thang đo lo ơu (ANX) 112 3.4 NGHIÊN C U NH L NG 114 3.4.1 B n câu h i 114 3.4.2 Quy mô m u 115 3.4.3 Ph ng phпp ch n m u 115 3.4.4 Ph ng phпp phơn tích d li u 117 3.4.4.1 Th ng kê mô t 118 3.4.4.2 tin c y nh t quán n i b 118 3.4.4.3 Giá tr h i t 119 3.4.4.4 Giá tr phân bi t 120 3.4.4.5 пnh giп đa c ng n 120 ix 3.4.4.6 H s đ ng d n mơ hình c u trúc 121 3.4.4.7 H s xпc đ nh (Giá tr R²) 121 3.4.4.8 H s tпc đ ng f² 122 3.4.4.9 Phép dị tìm d đoпn m c đ liên quan Q² 122 3.4.4.10 K thu t phơn tích đa nhóm bình ph ng t i thi u riêng ph n (Partial Least Squares Multi-Group Analysis ậ PLS-MGA) 123 3.5 K T QU NGHIÊN C U S B ÁNH GIÁ TIN C Y THANG O 123 3.5.1 M c đích c a nghiên c u s b 123 3.5.2 Mơ t ch ng trình u tra 124 3.5.3 K t qu th ng kê mô t 124 3.5.4 пnh giп đ tin c y c a thang đo 125 3.5.5 пnh giп giá tr c a thang đo ậ phân tích nhân t khám phá (EFA) 127 3.6 K T LU N V CÁC THANG O DỐNG CHO NGHIểN C U CHÍNH TH C 129 TÓM T T CH CH NG 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nghiên c u khoa h c c p c s Ch nhi m đ tài nghi m thu bàn giao k t qu , X p lo i: Khá ... lu n пn ắNGHIÊN C U S C M NH N V L I ÍCH TINH TH N, GIÁ TR C M NH N TIÊU KHI N, VÀ LÒNG TIN TR C TUY N NH H LO NG N LÒNG TRUNG THÀNH TR C TUY N: XÉT TRONG M C ÂU C A KHÁCH HÀNG” lƠ bƠi nghiên c... A L I ÍCH TINH TH N C M NH N, GIÁ TR C M NH N TIÊU KHI N, LÒNG TIN TR C TUY N, S LO ÂU, VÀ LÒNG TRUNG THÀNH TR C TUY N 60 2.8.1 M i quan h gi a giá tr c m nh n tiêu n lòng trung thành. .. trшn, đ tài t p trung nghiên c u v l i ích tinh th n c m nh n; lòng trung thành tr c n; m i quan h gi a l i ích tinh th n c m nh n, lòng tin tr c n, giá tr c m nh n tiêu n lòng trung thành tr c n,