Ảnh hưởng của một số yếu tố lên giá trị cảm nhận của người tiêu dùng mua sắm tại các siêu thị điện máy

Đại Học Quốc Gia Tp Hồ Chí Minh TRƯỜNG ĐẠI HỌC BÁCH KHOA VÕ LÊ HẰNG ẢNH HƯỞNG CỦA MỘT SỐ YẾU TỐ LÊN GIÁ TRỊ CẢM NHẬN CỦA NGƯỜI TIÊU DÙNG MUA SẮM TẠI CÁC SIÊU THỊ ĐIỆN MÁY Chuyên ngành : Quản Trị Kinh Doanh LUẬN VĂN THẠC SĨ TP HỒ CHÍ MINH, tháng 01 năm 2010 CƠNG TRÌNH ĐƯỢC HỒN THÀNH TẠI TRƯỜNG ĐẠI HỌC BÁCH KHOA ĐẠI HỌC QUỐC GIA TP HỒ CHÍ MINH Cán hướng dẫn khoa học: TS Nguyễn Thị Mai Trang Cán chấm nhận xét 1: TS Nguyễn Thu Hiền Cán chấm nhận xét 2: TS Cao Hào Thi Luận văn thạc sĩ bảo vệ Trường Đại học Bách Khoa, ĐHQG Tp HCM ngày 13 tháng 01 năm 2010 Thành phần Hội đồng đánh giá luận văn thạc sĩ gồm: TS Cao Hào Thi TS Nguyễn Thị Mai Trang TS Nguyễn Thu Hiền TS Phạm Ngọc Thúy TS Dương Như Hùng Xác nhận Chủ tịch Hội đồng đánh giá LV Bộ môn quản lý chuyên ngành sau luận văn sửa chữa (nếu có) Chủ tịch Hội đồng đánh giá LV Bộ môn quản lý chuyên ngành TRƯỜNG ĐH BÁCH KHOA TP HCM PHÒNG ĐÀO TẠO SĐH CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM Độc lập - Tự - Hạnh phúc Tp HCM, ngày 26 tháng 11 năm 2009 NHIỆM VỤ LUẬN VĂN THẠC SĨ Họ tên học viên: Võ Lê Hằng Phái: Nữ Ngày, tháng, năm sinh: 22/04/1980 Nơi sinh: Tiền Giang Chuyên ngành: Quản trị Kinh doanh MSHV:01706402 I- TÊN ĐỀ TÀI: Ảnh hưởng số yếu tố lên giá trị cảm nhận người tiêu dùng mua sắm siêu thị điện máy II- NHIỆM VỤ VÀ NỘI DUNG: Xác định yếu tố ảnh hưởng đến giá trị cảm nhận khách hàng (Perceived Value for money) Xác định mức độ quan trọng yếu tố ảnh hưởng đến giá trị cảm nhận khách hàng Khám phá xem mức độ tương thích hình ảnh thân/hình ảnh cửa hàng (self-image/ store image) có tạo nên khác biệt giá trị cảm nhận III- NGÀY GIAO NHIỆM VỤ: 22/06/2009 IV- NGÀY HOÀN THÀNH NHIỆM VỤ: 30/11/2009 V- CÁN BỘ HƯỚNG DẪN (Ghi rõ học hàm, học vị, họ, tên): TS NGUYỄN THỊ MAI TRANG CÁN BỘ HƯỚNG DẪN (Học hàm, học vị, họ tên chữ ký) TS NGUYỄN THỊ MAI TRANG CN BỘ MÔN QL CHUYÊN NGÀNH i LỜI CẢM ƠN Để hồn thành khố học luận văn tốt nghiệp này, nhận nhiều giúp đỡ thầy giáo, bạn bè gia đình Thơng qua luân văn này, xin bày tỏ trân trọng lòng biết ơn sâu sắc giúp đỡ Trước tiên, xin cảm ơn tất thầy cô giáo ban giảng huấn Khoa Quản lý Công nghiệp, trường Đại học Bách Khoa Tp HCM – người nhiệt tình giảng dạy giúp đỡ cho tơi suốt khóa học Đặc biệt, xin trân trọng gởi lời cảm ơn đến TS Nguyễn Thị Mai Trang PGS TS Nguyễn Đình Thọ tận tình hướng dẫn tơi thực luận văn Kế đến, xin gởi lời cảm ơn đến bạn – người chia sẻ, giúp đỡ trình nghiên cứu thu thập liệu cho luận văn Cuối cùng, xin trân trọng cảm ơn gia đình tơi – người ln động viên, giúp đỡ mặt tinh thần vật chất cho năm tháng học tập Võ Lê Hằng ii TÓM TẮT Thị trường bán lẻ mặt hàng điện máy Việt Nam phát triển mạnh mẽ với phát triển đất nước Bên cạnh đó, thâm nhập nhà bán lẻ nước làm cho cạnh tranh gay gắt Để đứng vững thị trường việc nghiên cứu người tiêu dùng Việt nam cần thiết Nghiên cứu nhằm mục đích xem xét yếu tố ảnh hưởng đến giá trị cảm nhận khách hàng mua sắm siêu thị điện máy Nghiên cứu thực qua hai bước định tính định lượng Nghiên cứu định tính theo phương pháp vấn trực tiếp với 10 khách hàng nhằm đánh giá mức độ rõ ràng từ ngữ khả trả lời câu hỏi Nghiên cứu định lượng thông qua vấn bảng câu hỏi với mẫu 201 khách hàng mua sắm siêu thị điện máy Tp HCM Dữ liệu sử dụng để đánh giá thang đo kiểm định giả thuyết Phân tích hệ số Cronbach alpha, phân tích nhân tố khám phá (EFA), phân tích hồi qui phân tích phương sai (ANOVA) sử dụng phần Kết kiểm định cho thấy ba yếu tố phục vụ nhân viên, thiên hướng mối quan hệ phương tiện vật chất có ảnh hưởng tích cực lên giá trị cảm nhận khách hàng Ngoài ra, kết nghiên cứu cho thấy có khác biệt giá trị cảm nhận khách hàng mức độ tương thích hình ảnh thân/hình ảnh cửa hàng cao thấp Kết nghiên cứu góp phần bổ sung vào sở lý thuyết tiếp thị qua việc hiểu ý nghĩa giá trị cảm nhận yếu tố ảnh hưởng lên Bên cạnh đó, nghiên cứu cịn số hạn chế Nghiên sử dụng mẫu thuận tiện nên hạn chế khả tổng quát hóa Nghiên cứu xem tác động vài yếu tố lên giá trị cảm nhận khách hàng Nghiên cứu tập trung vào siêu thị điện máy mà chưa xem xét đến sản phẩm khác iii ABSTRACT Vietnam’s household appliances retails has been deceloping strongly together with the sustainable growth of the economy Further more, this market are facing the penetration from many foreign household appliances retails In order to maintain a foothold in such as market, conducting the consumer research is very critical to understand consumer behavior and to develop marketing strategies effectively The purpose of this study examines the effect of some factors on the customers’ perception of value for money when they purchase in household appliances retails The study was conducted by two stages of preliminary survey and main survey The purpose of the preliminary survey is to examine whether the questions are clear for respondents to answer or not It is carried out via face to face interview with a sample sisze of 10 The main survey is carried out via a self-completed questionnaire with a sample size of 201 customers who purchase in household appliances retails in Ho Chi Minh city Data is used to access the scales’ reliability and validity, and test the hypotheses Cronbach’s alpha analysis, exploring factor analysis (EFA), regression analysis and ANOVA analysis are applied for this stage The result indicates that all hypothese are accepted The customers’ perception of value for money is significantly effected by employee service, servicescape and relationship proneness Furthermore, the study indicates that there are different about customers customers’ perception of value for money between groups who have high self-image/store image congruence and low self-image/store image congruence The result will contribute to the marketing literature by understanding the meaning of customers’ perception of value for money and the fators effect on customers’ perception of value for money However, the study also has certain limits The study uses non-probability samples So, it is not possible to generalise from the results The study examines a limit number of factors effect on customers’ perception of value for money so the model iv fit is rather low The study may be limited by the household appliances retails but not considering different products and service v MỤC LỤC NHIỆM VỤ LUẬN VĂN LỜI CẢM ƠN ····································································································· i TÓM TẮT ··········································································································· ii ASTRACT ·········································································································· iii MỤC LỤC··········································································································· v DANH SÁCH HÌNH VẼ ···················································································· viii DANH SÁCH BẢNG BIỂU ··············································································· viii CHƯƠNG TỔNG QUAN ················································································1 1.1 Giới thiệu······································································································ 1.2 Mục tiêu nghiên cứu ···················································································· 1.3 Phạm vi phương pháp nghiên cứu ··························································· 1.4 Ý nghĩa thực tiễn đề tài·········································································· 1.5 Kết cấu báo cáo nghiên cứu··································································· CHƯƠNG CƠ SỞ LÝ THUYẾT····································································6 2.1 Giới thiệu······································································································ 2.2 Giá trị cảm nhận (Perceived value)······························································· 2.3 Các yếu tố ảnh hưởng lên giá trị cảm nhận khách hàng mua sắm siêu thị điện máy········································································································· 10 2.3.1 Phục vụ nhân viên ··············································································· 12 2.3.2 Phương tiện vật chất ·················································································· 12 2.3.3 Thiên hướng mối quan hệ (Relationship proneness)····························· 13 2.4 Sự tương thích hình ảnh thân/ hình ảnh cửa hàng (Self image – store image congruency)········································································································· 14 2.5 Tóm tắt ········································································································· 16 CHƯƠNG PHƯƠNG PHÁP NGHIÊN CỨU ···············································17 3.1 Giới thiệu······································································································ 17 3.2 Thiết kế nghiên cứu ······················································································ 17 vi 3.2.1 Phương pháp nghiên cứu ··········································································· 17 3.2.2 Qui trình nghiên cứu·················································································· 18 3.3 Các biến nghiên cứu thang đo·································································· 18 3.3.1 Giá trị cảm nhận ························································································ 19 3.3.2 Phục vụ nhân viên ··············································································· 19 3.3.3 Phương tiện vật chất ·················································································· 20 3.3.4 Thiên hướng mối quan hệ ····································································· 20 3.3.6 Tương thích hình ảnh thân/hình ảnh cửa hàng ···································· 21 3.3.7 Một số đặc điểm nhân học ································································ 22 3.4 Mẫu nghiên cứu định lượng thức························································ 22 3.5 Kế hoạch phân tích liệu ··········································································· 23 3.6 Tóm tắt ········································································································· 25 CHƯƠNG KẾT QUẢ NGHIÊN CỨU ···························································26 4.1 Giới thiệu······································································································ 26 4.2 Thống kê mô tả····························································································· 26 4.2.1 Mơ tả mẫu·································································································· 26 4.2.2 Phân tích mơ tả biến nghiên cứu ························································· 27 4.3 Đánh giá thang đo························································································· 28 4.3.1 Đánh giá thang đo hệ số tin cậy Cronbach alpha ······························ 28 4.3.2 Đánh giá thang đo phân tích yếu tố khám phá EFA·························· 31 4.4 Kiểm định mơ hình······················································································· 34 4.4.1 Phân tích tương quan (hệ số Pearson)························································ 34 4.4.2 Phân tích hồi quy kiểm định giả thuyết················································· 35 4.4.3 Phân tích phương sai (ANOVA)································································ 38 4.4.4 Kết kiểm định giả thuyết mơ hình ·········································· 40 4.5 Thảo luận kết so sánh với nghiên cứu trước đây························· 41 4.6 Tóm tắt ········································································································· 44 CHƯƠNG KẾT LUẬN ····················································································45 5.1 Giới thiệu······································································································ 45 vii 5.2 Kết đóng góp lý thuyết ······················································· 45 5.3 Hàm ý cho nhà quản trị ················································································ 46 5.4 Các hạn chế hướng nghiên cứu ················································· 47 TÀI LIỆU THAM KHẢO ··················································································· 49 PHỤ LỤC············································································································ 54 Phụ lục Dàn thảo luận tay đôi···································································· 54 Phụ lục 2: Bảng câu hỏi nghiên cứu định lượng ·················································· 56 Phụ lục Kết khảo sát định tính ·································································· 59 Phụ lục Thống kê mẫu····················································································· 60 Phụ lục Kết phân tích Cronbach alpha (lần 1) ·········································· 62 Phụ lục 6a Kết phân tích EFA (lần 1) ·························································· 65 Phụ lục 6b Kết phân tích Cronbach alpha (lần – Sau phân tích EFA)· 67 Phụ lục Kết phân tích EFA (lần 2)···························································· 69 Phụ lục Phân tích mơ tả biến ··········································································· 70 Phụ lục Phân tích tương quan biến nghiên cứu ································· 70 Phụ lục 10a Phân tích hồi quy ············································································ 71 Phụ lục 10b Phân phối phần dư kiểm tra phương sai sai số khơng đổi···· 72 Phụ lục 11 Phân tích ANOVA············································································ 74 LÝ LỊCH TRÍCH NGANG ················································································· 75 61 NGHỀ NGHIỆP NN N Valid Missing 201 NN Valid Can bo quan ly Nhan vien van phong Nhan vien ky thuat Nhan vien kinh doanh Khác Total Frequency 29 64 71 21 16 201 Percent 14.4 31.8 35.3 10.4 8.0 100.0 Valid Percent 14.4 31.8 35.3 10.4 8.0 100.0 Cumulative Percent 14.4 46.3 81.6 92.0 100.0 THU NHẬP TNHAP N Valid Missing 201 TNHAP Frequency Valid Duoi trieu dong Tu - duoi trieu dong Tu - duoi trieu dong Tu - duoi trieu dong Từ trieu dong tro len Total 30 44 61 30 36 201 Percent 14.9 21.9 30.3 14.9 17.9 100.0 Valid Percent 14.9 21.9 30.3 14.9 17.9 100.0 Cumulative Percent 14.9 36.8 67.2 82.1 100.0 62 Phụ lục Kết phân tích Cronbach alpha (lần 1) GTCN Reliability Statistics Cronbach's Alpha Based on Standardized Items 856 Cronbach's Alpha 854 N of Items Item-Total Statistics GTCN_01 GTCN_02 GTCN_03 GTCN_04 Scale Mean if Item Deleted 10.1990 10.1642 10.3085 10.3134 Scale Variance if Item Deleted 3.790 3.738 3.994 3.686 Corrected Item-Total Correlation 719 751 680 642 Squared Multiple Correlation 560 604 477 418 Cronbach's Alpha if Item Deleted 804 791 821 841 Squared Multiple Correlation 324 065 442 562 495 502 Cronbach's Alpha if Item Deleted 577 808 551 562 572 529 PVNV (lần 1) Reliability Statistics Cronbach's Alpha 632 Cronbach's Alpha Based on Standardized Items 774 N of Items Item-Total Statistics PVNV_05 PVNV_06 PVNV_07 PVNV_08 PVNV_09 PVNV_10 Scale Mean if Item Deleted 17.5473 17.4478 17.7861 17.9254 17.8657 17.4726 Scale Variance if Item Deleted 14.339 9.439 13.419 14.079 14.087 13.170 Corrected Item-Total Correlation 454 230 507 517 457 598 63 PVNV (Lần - sau loại biến PVNV_06) Reliability Statistics Cronbach's Alpha 808 Cronbach's Alpha Based on Standardized Items 809 N of Items Item-Total Statistics PVNV_05 PVNV_07 PVNV_08 PVNV_09 PVNV_10 Scale Mean if Item Deleted 13.7861 14.0249 14.1642 14.1045 13.7114 Scale Variance if Item Deleted 6.869 6.024 6.398 6.394 5.966 Corrected Item-Total Correlation 495 592 652 576 667 Squared Multiple Correlation 321 441 562 495 495 Cronbach's Alpha if Item Deleted 799 773 756 777 748 Squared Multiple Correlation 305 562 502 457 Cronbach's Alpha if Item Deleted 832 714 755 767 PTVC Reliability Statistics Cronbach's Alpha 815 Cronbach's Alpha Based on Standardized Items 821 N of Items Item-Total Statistics PTVC_11 PTVC_12 PTVC_13 PTVC_14 Scale Mean if Item Deleted 11.4279 11.2488 11.1045 11.2935 Scale Variance if Item Deleted 3.516 3.248 3.634 3.538 Corrected Item-Total Correlation 515 747 669 638 64 THQH Reliability Statistics Cronbach's Alpha 801 Cronbach's Alpha Based on Standardized Items 815 N of Items Item-Total Statistics Scale Variance if Item Deleted 2.452 2.226 2.095 Scale Mean if Item Deleted 6.05473 6.31343 6.33831 THQH_15 THQH_16 THQH_17 Corrected Item-Total Correlation 675 746 555 Squared Multiple Correlation 564 615 321 Cronbach's Alpha if Item Deleted 709 630 855 TTHA Reliability Statistics Cronbach's Alpha 854 Cronbach's Alpha Based on Standardized Items 855 N of Items Item-Total Statistics TTHA_18 TTHA_19 TTHA_20 TTHA_21 Scale Mean if Item Deleted 9.0000 9.1990 9.2687 9.1741 Scale Variance if Item Deleted 5.650 4.800 5.107 5.085 Corrected Item-Total Correlation 632 757 752 653 Squared Multiple Correlation 458 617 606 476 Cronbach's Alpha if Item Deleted 840 788 792 835 65 Phụ lục 6a Kết phân tích EFA (lần 1) Factor Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .827 2327.119 190 000 Total Variance Explained Component Initial Eigenvalues % of Cumulative Total Variance % 7.415 37.077 37.077 7.415 37.077 37.077 3.277 16.384 16.384 2.364 11.818 48.895 2.364 11.818 48.895 2.943 14.717 31.101 1.692 8.459 57.354 1.692 8.459 57.354 2.758 13.791 44.893 1.368 6.841 64.195 1.368 6.841 64.195 2.601 13.006 57.899 1.133 5.663 69.858 1.133 5.663 69.858 2.392 11.959 69.858 919 4.593 74.452 680 3.400 77.852 643 3.215 81.067 560 2.802 83.870 10 499 2.495 86.365 11 448 2.242 88.607 12 406 2.030 90.637 13 336 1.679 92.316 14 314 1.568 93.884 15 286 1.430 95.314 16 257 1.283 96.597 17 215 1.074 97.672 18 190 949 98.621 19 146 728 99.348 20 130 652 100.000 Extraction Method: Principal Component Analysis Extraction Sums of Squared Loadings % of Cumulative Total Variance % Rotation Sums of Squared Loadings % of Cumulative Total Variance % 66 Rotated Component Matrix(a) Component GTCN_01 GTCN_02 GTCN_03 GTCN_04 PVNV_05 PVNV_07 PVNV_08 PVNV_09 PVNV_10 PTVC_11 PTVC_12 PTVC_13 PTVC_14 THQH_15 THQH_16 THQH_17 TTHA_18 TTHA_19 TTHA_20 TTHA_21 770 794 712 698 514 237 211 260 451 195 086 016 188 245 200 159 382 195 068 169 054 176 185 023 419 039 209 131 329 765 847 770 697 141 034 070 255 210 009 -.113 082 123 178 166 259 126 092 116 208 124 -.011 032 051 169 335 145 594 777 898 765 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 192 258 199 181 227 789 733 641 537 -.243 159 259 355 -.007 035 280 167 084 -.011 349 281 149 254 184 -.232 -.049 163 270 -.023 -.057 059 180 185 806 796 704 261 271 191 077 67 Phụ lục 6b Kết phân tích EFA (lần 2) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square Df Sig .784 1860.257 136 000 Total Variance Explained Initial Eigenvalues Component Rotation Sums of Squared Loadings Total 6.145 % of Variance 36.144 Cumulative % 36.144 Total 2.792 % of Variance 16.425 Cumulative % 16.425 2.224 13.082 49.226 2.680 15.766 32.192 1.609 9.468 58.694 2.318 13.638 45.830 1.272 7.483 66.177 2.277 13.393 59.223 1.073 6.312 72.489 2.255 13.266 72.489 881 5.180 77.669 661 3.888 81.557 549 3.231 84.788 453 2.664 87.452 10 398 2.340 89.792 11 351 2.067 91.859 12 333 1.961 93.820 13 285 1.679 95.498 14 257 1.510 97.009 15 225 1.325 98.334 16 150 883 99.217 17 133 783 100.000 Extraction Method: Principal Component Analysis 68 Rotated Component Matrix(a) Component 786 075 255 803 196 125 708 198 256 756 064 111 240 044 -.050 214 219 132 247 135 272 165 766 -.034 085 856 043 043 787 138 197 707 162 240 136 827 184 028 846 177 075 699 213 230 284 091 036 209 200 -.082 073 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations GTCN_01 GTCN_02 GTCN_03 GTCN_04 PVNV_07 PVNV_08 PVNV_09 PTVC_11 PTVC_12 PTVC_13 PTVC_14 THQH_15 THQH_16 THQH_17 TTHA_19 TTHA_20 TTHA_21 082 105 149 209 133 067 103 083 -.013 058 044 113 291 143 760 906 795 193 259 205 157 764 782 678 -.218 149 233 344 009 043 269 073 -.017 327 69 Phụ lục Kết phân tích Cronbach alpha (lần 2) PVNV Cronbach's Alpha 758 Cronbach's Alpha Based on Standardized Items 768 N of Items Item-Total Statistics PVNV_07 PVNV_08 PVNV_09 Scale Mean if Item Deleted 6.6269 6.7662 6.7065 Scale Variance if Item Deleted 2.055 1.990 2.108 Corrected Item-Total Correlation 489 738 566 Squared Multiple Correlation 301 562 452 Cronbach's Alpha if Item Deleted 802 521 701 Squared Multiple Correlation 501 606 465 Cronbach's Alpha if Item Deleted 802 712 821 TTHA Reliability Statistics Cronbach's Alpha 840 Cronbach's Alpha Based on Standardized Items 843 N of Items Item-Total Statistics TTHA_19 TTHA_20 TTHA_21 Scale Mean if Item Deleted 5.9851 6.0547 5.9602 Scale Variance if Item Deleted 2.705 2.722 2.708 Corrected Item-Total Correlation 680 778 662 70 Phụ lục Phân tích mơ tả biến Descriptive Statistics N Minimum Maximum Mean Statistic Statistic Statistic Statistic GTCN 201 1.00 5.00 3.4154 PVNV 201 1.67 5.00 3.3499 PTVC 201 1.00 5.00 3.7562 THQH 201 1.00 4.67 3.1177 TTHA 201 1.00 5.00 3.0000 Valid N (listwise 201 Std Statistic 63467 67639 60386 71644 79232 Skewness Kurtosis Statistic Std Error Statistic Std Error -.726 172 1.372 341 019 172 095 341 -1.094 172 4.018 341 -.451 172 -.257 341 -.273 172 -.010 341 Phụ lục Phân tích tương quan biến nghiên cứu Correlations GTCN GTCN PVNV PTVC THQH Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N 201 544** 000 201 355** 000 201 499** 000 201 PVNV 544** 000 201 201 336** 000 201 348** 000 201 ** Correlation is significant at the 0.01 level (2-tailed) PTVC 355** 000 201 336** 000 201 201 246** 000 201 THQH 499** 000 201 348** 000 201 246** 000 201 201 71 Phụ lục 10a Phân tích hồi quy Variables Entered/Removedb Model Variables Entered THQH, PTVC,a PVNV Variables Removed Method Enter a All requested variables entered b Dependent Variable: GTCN Model Summaryb Model R R Square 651a 424 Adjusted R Square 415 Std Error of the Estimate 48540 a Predictors: (Constant), THQH, PTVC, PVNV b Dependent Variable: GTCN Coefficientsa Model (Constant) PVNV PTVC THQH Unstandardized Coefficients B Std Error 730 251 356 056 154 061 294 052 a Dependent Variable: GTCN Standardized Coefficients Beta 379 146 331 t 2.911 6.322 2.518 5.685 Sig .004 000 013 000 Collinearity Statistics Tolerance VIF 812 868 860 1.232 1.152 1.162 72 Phụ lục 10b Phân phối phần dư kiểm tra phương sai sai số không đổi Histogram Dependent Variable: GTCN Frequency 30 20 10 Mean = -1.04E-15 Std Dev = 0.992 N = 201 -4 -3 -2 -1 Regression Standardized Residual Standardized Predicted Value 3.00000 2.00000 1.00000 0.00000 -1.00000 -2.00000 -3.00000 -4.00000 -4.00000 -3.00000 -2.00000 -1.00000 0.00000 1.00000 Standardized Residual 2.00000 3.00000 73 Correlations Spearman's rho ABSZRE1 PVNV PTVC THQH Correlation Coefficient Sig (2-tailed) N Correlation Coefficient Sig (2-tailed) N Correlation Coefficient Sig (2-tailed) N Correlation Coefficient Sig (2-tailed) N ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) ABSZRE1 1.000 201 -.011 880 201 136 054 201 -.005 944 201 PVNV -.011 880 201 1.000 201 213** 002 201 354** 000 201 PTVC 136 054 201 213** 002 201 1.000 201 179* 011 201 THQH -.005 944 201 354** 000 201 179* 011 201 1.000 201 74 Phụ lục Phân tích ANOVA Descriptives GTCN (giá trị cảm nhận) N Std Deviation Mean Std Error 95% Confidence Interval for Mean Lower Upper Bound Bound 3.0451 3.2996 Minimum Maximum tuong thich thap 103 3.1723 65120 06416 1.00 5.00 tuong thich cao 98 3.6709 50589 05110 3.5695 3.7723 2.00 4.75 201 3.4154 63467 04477 3.3271 3.5037 1.00 5.00 Total Test of Homogeneity of Variances GTCN Levene Statistic 2.853 df1 df2 Sig .093 199 ANOVA GTCN Sum of Squares Between Groups 12.484 df Mean Square 12.484 Within Groups 68.078 199 342 Total 80.562 200 F 36.492 Sig .000 75 LÝ LỊCH TRÍCH NGANG Họ tên: Võ Lê Hằng Ngày, tháng, năm sinh: 22/04/1980 Nơi sinh: Tỉnh Tiền Giang Địa liên lạc: 36/3C1 Nguyễn Văn Quá, P Đơng Hưng Thuận, Q.12, TP Hồ Chí Minh Q TRÌNH ĐÀO TẠO: 1998 – 2003: Đại học Bách Khoa Tp Hồ Chí Minh Khoa Cơng nghệ Hố học Thực phẩm 2006-2009: Đại Học Bách Khoa Tp Hồ Chí Minh Khoa Quản lý Công nghiệp, cao học Quản trị Kinh doanh Q TRÌNH CƠNG TÁC: 2003 – tại: Làm việc Công ty TNHH Hưng Long ... Quản trị Kinh doanh MSHV:01706402 I- TÊN ĐỀ TÀI: Ảnh hưởng số yếu tố lên giá trị cảm nhận người tiêu dùng mua sắm siêu thị điện máy II- NHIỆM VỤ VÀ NỘI DUNG: Xác định yếu tố ảnh hưởng đến giá trị. .. Hình ảnh siêu thị điện máy X phù hợp với hình ảnh tơi Mua sắm siêu thị điện máy X thể đẳng cấp tơi Những người có đẳng cấp tơi mua sắm siêu thị điện máy X Những người mua sắm siêu thị điện máy. .. dùng nhận so với mà họ bỏ (Sirohi & cộng sự, 1998) 2.3 Các yếu tố ảnh hưởng lên giá trị cảm nhận khách hàng mua sắm siêu thị điện máy Zeithaml Bitner (1996) cho thấy yếu tố ảnh hưởng đến cảm nhận