Luan Van Cac Yeu to Anh Huong Den Du Dinh Mua Ve May Bay Qua Mang 9508

CNG TRNH C HON THNH TI

TRNG I HC BCH KHOA I HC QUC GIA TP H CH MINH

Cn b hng dn khoa hc : Tin s Nguyn Thin Ph Cn b chm nhn xt 1 : Tin s H Th Bch Vn Cn b chm nhn xt 2 : Tin s V Th Qu Lun vn thc s c bo v ti Trng i hc Bch khoa, HQG Tp.HCM

ngy 09 thng 01 nm 2010.

Thnh phn Hi ng nh gi lun vn thc s gm: (Ghi r h, tn, hc hm, hc v ca Hi ng chm bo v lun vn thc s) 1. PGS. TS. Bi Nguyn Hng 2. TS. Nguyn Thin Ph 3. TS. H Th Bch Vn 4. TS. V Th Qu 5. TS. V Th Dng Xc nhn ca Ch tch Hi ng nh gi LV v B mn qun l chuyn ngnh

sau khi lun vn c sa cha (nu c). Ch tch Hi ng nh gi LV B mn qun l chuyn ngnh

I HC QUC GIA TP. HCM CNG HO X HI CH NGHI VIT NAM TRNG I HC BCH KHOA c Lp - T Do - Hnh Phc ---------------- ---oOo---

Tp. HCM, ngy thng .. nm 2009

NHIM V LUN VN THC S

H v tn hc vin: TRN TR DNG Phi: Nam Ngy, thng, nm sinh: 19 11 1983 Ni sinh: Kin Giang Chuyn ngnh: QUN TR KINH DOANH MSHV: 01707015 Kho (Nm trng tuyn): 2007 1- TN TI: CC YU T NH HNG N D NH MUA V MY BAY QUA MNG 2- NHIM V LUN VN: 9 Xc nh cc yu t chnh nh hng n d nh mua v my bay qua mng, 9 Phn tch s khc bit gia cc nhm i tng thuc cc thnh phn nhn khu hc trong xu hng mua v my bay qua mng,

9 Kin ngh mt s gii php nhm gip cc doanh nghip hng khng ci thin v tng doanh s bn v my bay qua mng.

3- NGY GIAO NHIM V: 22 06 2009 4- NGY HON THNH NHIM V: 30 11 2009 5- H V TN CN B HNG DN: TS. NGUYN THIN PH Ni dung v cng Lun vn thc s c Hi ng Chuyn Ngnh thng qua.

CN B HNG DN CH NHIM B MN

(H tn v ch k) QUN L CHUYN NGNH (H tn v ch k)

Quoc KhanhHighlight

Quoc KhanhHighlight

LI CM N

Li u tin xin chn thnh cm n su sc n TS. Nguyn Thin Ph, ngi dnh

nhiu thi gian qu bu tn tnh hng dn ti trong sut thi gian thc hin lun

vn ny.

Xin chn thnh cm n cc thy c khoa Qun L Cng Nghip trng i Hc Bch

Khoa Tp.HCM tn tnh ging dy, truyn t nhiu kin thc qu bu cho ti trong

sut thi gian hc ti y.

Xin chn thnh cm n n tt c cc bn b, nhng ngi chia s cng ti nhng

kh khn, kin thc v ti liu hc tp trong sut qu trnh hc lp MBA 2007.

Xin chn thnh cm n n cc t chc v cc c nhn to iu kin v h tr ti

trong qu trnh thu thp d liu cho nghin cu ny.

Cui cng xin chn thnh cm n Cha m, anh trai v bn b, nhng ngi lun ng

vin v l ch da vng chc cho ti trong cuc sng ny.

Mt ln na xin c cm n tt c.

Tp.HCM, thng 11 nm 2009

Ngi thc hin lun vn

Trn Tr Dng

TM TT Nghin cu xc nh cc yu t chnh nh hng n d nh mua v my bay qua

mng ca hnh khch v xem xt s khc bit gia cc nhm i tng thuc cc

thnh phn nhn khu hc trong xu hng mua v my bay qua mng. Nghin cu

c thc hin qua hai bc chnh, l nghin cu s b v nghin cu chnh thc.

Nghin cu s b l bc nghin cu nh tnh nhm khm ph, iu chnh v b sung

cc thang o v bin quan st o lng cc khi nim trong nghin cu. Nghin cu

ny thc hin k thut phng vn su 01 nhn vin ca Vietnam Airlines, 01 nhn vin

ca Jetstar Pacific v 08 khch hng thng xuyn ca hai hng hng khng ny.

Nghin cu chnh thc c thc hin thng qua phng php nh lng nhm nh

gi v kim nh m hnh nghin cu thng qua vic kim nh tin cy thang o qua

phn tch h s Cronbachs Alpha, phn tch nhn t khm ph v hi qui tuyn tnh

vi mc ngha 5%. Nghin cu ny thc hin k thut phng vn hnh khch ca cc

hng hng khng bng bng cu hi. S mu s dng phn tch d liu l 221.

Kt qu phn tch hi qui cho thy c 6 yu t nh hng n D nh mua v my bay

qua mng l Tnh hiu qu, Nhn thc n lc, nh hng x hi, iu kin d dng,

S thch th v Nhn thc ri ro. Yu t Nhn thc ri ro c quan h nghch bin vi

D nh mua v, trong khi 5 yu t cn li c quan h ng bin. Cc h s hi qui u

c ngha thng k mc 5%. M hnh nghin cu cho thy cc yu t nh hng n

D nh mua v gii thch c 42.2% s bin ng ca bin ph thuc D nh mua

v.

M hnh ch gii thch c vn nghin cu mc 42.2% khi nhn rng ra tng

th. Nguyn nhn c th do cn mt s yu t khc cha c a vo m hnh nghin

cu, v/hoc kch thc mu nh (ch c 221). Trong iu kin gii hn v ngun lc

v thi gian, nghin cu khng trnh khi nhng hn ch nht nh. Tuy nhin, nhng

kt qu t c s hu ch cho cc doanh nghip hng khng trong nc.

ABSTRACT The research aims to identify factors influencing the intention to use Internet

Reservation Systems by Vietnamese passengers and consider the differences between

demographic groups to the intention to use Internet Reservation Systems. The research

is under two main steps including preliminary and main study.

Preliminary study is a qualitative step aiming to find out, amend and supplement

observational variants to measure concepts of the research. The technique used for this

research is thorough interview to 01 Vietnam Airlines staff, 01 Jetstar Pacific staff and

08 frequent Vietnam Airlines and Jetstar Pacific passengers.

Main research is carried out by quantitative method in order to evaluate and verify the

research model by verifying the reliability through analysis of Cronbachs Alpha

coefficient, discovery factors and linear regression with statistical meanings at 5%.

Interviewing by questionnaire is used to Vietnamese Airlines passengers. There are

221 questionnaires collected to analyze.

As the result, there are 6 factors influencing the intention to use Internet Reservation

System including Performance Expectancy, Effort Expectancy, Social Influences,

Facilitating Conditions, Perceived Enjoyment and Perceived Risk. The Perceived Risk

factor has negative relationship, while the other 5 factors have positive to the intention.

All linear regression coefficients have statistical meanings which is suitable with

hypotheses at 5%. The research model shows that these factors accounted for 42.2% of

the variation of dependent variant Intention to use the internet reservation system. The

model is able to explain for only 42.2% of the research topic when multiplied into large

scale. The reason is that many other factors have not been used in the research model,

or/and its sample size is not large enough (only 221). In the condition of lack of time

and resource, our research will possibly have some limitations. However, its result will

be possibly useful for some domestic airline companies.

MC LC

NHIM V LUN VN THC S................................................................................2 LI CM N ..................................................................................................................3 TM TT ........................................................................................................................4 ABSTRACT.....................................................................................................................5 MC LC........................................................................................................................6 DANH MC CC BNG BIU ....................................................................................8 DANH MC HNH NH ...............................................................................................9 CHNG 1: TNG QUAN..........................................................................................10

1.1. GII THIU CHUNG ........................................................................................10 1.2. MC TIU..........................................................................................................13 1.3. PHM VI V I TNG NGHIN CU ....................................................13 1.4. NGHA THC TIN ......................................................................................13 1.5. KT CU CA BO CO NGHIN CU .....................................................14

CHNG 2: C S L THUYT ..............................................................................15 V M HNH NGHIN CU......................................................................................15

2.1. C S L THUYT ..........................................................................................15 2.1.1. D nh hnh vi (behavioral intention) ........................................................15

2.1.1.1. Thuyt hnh ng hp l (TRA)............................................................15 2.1.1.2. Thuyt hnh vi d nh (TpB) ...............................................................16 2.1.1.3. M hnh chp nhn cng ngh (TAM) ..................................................18 2.1.1.4. L thuyt tng hp v s chp nhn v s dng cng ngh (UTAUT)19

2.1.2. Phn tch chi ph giao dch (TCA)................................................................21 2.1.3. S thch th (Perceived Enjoyment).............................................................22 2.1.4. Nhn thc ri ro (Perceived Risk) ................................................................22

2.2. CC NGHIN CU TRC............................................................................22 2.3. M HNH NGHIN CU V CC GI THUYT ........................................24

CHNG 3: PHNG PHP NGHIN CU ...........................................................26 3.1. THIT K NGHIN CU .................................................................................26

3.1.1. Phng php nghin cu ..............................................................................26 3.1.1.1. Nghin cu s b ...................................................................................26 3.1.1.2. Nghin cu chnh thc ...........................................................................28

3.1.2. Quy trnh nghin cu ....................................................................................29 3.2. NGHIN CU CHNH THC ..........................................................................30

3.2.1. Thit k bng cu hi....................................................................................30 3.2.2. Din t v m ha thang o ........................................................................31 3.2.3. Thit k mu .................................................................................................34

CHNG 4: PHN TCH D LIU...........................................................................36

4.1. MU....................................................................................................................36 4.2. THNG K M T V PHN TCH TNG QUAN..................................36

4.2.1. Thng k m t .............................................................................................36 4.2.2. Phn tch tng quan ....................................................................................38

4.3. NH GI TIN CY CA THANG O ..................................................39 4.4. PHN TCH NHN T .....................................................................................41

4.4.1. Phn tch nhn t khm ph..........................................................................41 4.4.1.1. Bin c lp ...........................................................................................41 4.4.1.2. Bin ph thuc .......................................................................................43

4.4.2. t tn v gii thch nhn t .........................................................................44 4.4.3. Din gii kt qu ...........................................................................................45

4.5. M HNH HIU CHNH ...................................................................................45 4.6. CC GI THUYT CHO M HNH HIU CHNH .......................................46 4.7. PHN TCH HI QUI........................................................................................47 4.8. KIM NH GI THUYT...............................................................................50 4.9 PHN TCH ANOVA .........................................................................................51

4.9.1. Phn tch ANOVA trng hp bin Gii tnh..............................................54 4.9.2. Phn tch ANOVA trng hp bin Tui.....................................................55 4.9.3. Phn tch ANOVA trng hp bin Trnh hc vn.................................56 4.9.4. Phn tch ANOVA trng hp bin Ngh nghip .......................................58

CHNG 5: KT LUN .............................................................................................63 5.1. KT QU NGHIN CU..................................................................................63

5.1.1. V thang o...................................................................................................63 5.1.2. V m hnh l thuyt ....................................................................................64 5.1.3. V kt qu .....................................................................................................64

5.2. KIN NGH.........................................................................................................64 5.3. HN CH CA NGHIN CU V HNG NGHIN CU TIP THEO ..66

TI LIU THAM KHO..............................................................................................68 PH LC.......................................................................................................................70

PH LC 1: DN BY THO LUN....................................................................70 PH LC 2: CC I TNG THAM GIA PHNG VN NH TNH ...........74 PH LC 3: PHIU KHO ST.............................................................................75 PH LC 4: KT QU X L S LIU...............................................................78 PH LC 5: DANH MC CC T VIT TT......................................................97

L LCH TRCH NGANG............................................................................................98

DANH MC CC BNG BIU

Bng 1.1: Khi lng vn ti hnh khch phn theo ngnh (theo Tng cc thng k).11 Bng 2.1: Tng hp cc m hnh v cc khi nim lin quan .......................................21 Bng 2.2: Cc bin nghin cu v thang o...................................................................25 Bng 3.1: K hiu v ni dung cc bin ca yu t Tnh hiu qu ...............................31 Bng 3.2: K hiu v ni dung cc bin ca yu t Nhn thc n lc..........................32 Bng 3.3: K hiu v ni dung cc bin ca yu t nh hng x hi.........................32 Bng 3.4: K hiu v ni dung cc bin ca yu t iu kin d dng ........................32 Bng 3.5: K hiu v ni dung cc bin ca yu t S thch th ..................................33 Bng 3.6: K hiu v ni dung cc bin ca yu t Nhn thc ri ro ...........................33 Bng 3.7: K hiu v ni dung cc bin ca yu t D nh mua v............................33 Bng 4.1: Thng k m t theo mt s bin thuc tnh ca i tng c phng vn........................................................................................................................................37 Bng 4.2: Tr trung bnh, lch chun v h s tng quan gia cc bin c lp v bin ph thuc ................................................................................................................38 Bng 4.3: H s Cronbachs Alpha ca cc thang o....................................................40 Bng 4.4: Kt qu phn tch nhn t cc bin quan st ca cc thnh phn c lp .....41 Bng 4.5: Kt qu KMO v kim nh Bartletts Test ca cc bin c lp .................43 Bng 4.6: Kt qu phn tch nhn t cc bin quan st ca thnh phn ph thuc .......43 Bng 4.7: Kt qu KMO v kim nh Bartletts Test ca bin ph thuc ...................44 Bng 4.8: Ma trn tng quan ca 6 yu t c lp v 1 yu t ph thuc...................47 Bng 4.9: Bng tng kt cc thng s ca m hnh.......................................................48 Bng 4.10: Kt qu cc h s hi qui trong m hnh s dng phng php Enter .......49 Bng 4.11: Thng k m t bin D nh mua v theo Gii tnh..................................54 Bng 4.12: Kt qu kim nh phng sai (Bin D nh mua v theo Gii tnh) .......54 Bng 4.13: Kt qu phn tch ANOVA trng hp bin Gii tnh ...............................54 Bng 4.14: Thng k m t bin D nh mua v theo Tui.........................................55 Bng 4.15: Kt qu kim nh phng sai (Bin D nh mua v theo Tui) ..............55 Bng 4.16: Kt qu phn tch ANOVA trng hp bin Tui ......................................56 Bng 4.17: Thng k m t bin D nh mua v theo Trnh hc vn.....................56 Bng 4.18: Kt qu kim nh phng sai (Bin D nh mua v theo Trnh hc vn).................................................................................................................................57 Bng 4.19: Kt qu phn tch ANOVA trng hp bin Trnh hc vn ..................57 Bng 4.20: Thng k m t bin D nh mua v theo Ngh nghip............................58 Bng 4.21: Kt qu kim nh phng sai (Bin D nh mua v theo Ngh nghip) .58 Bng 4.22: Kt qu phn tch ANOVA trng hp bin Ngh nghip.........................59 Bng 4.23: So snh Dunnett khi chn nhm Cha i lm lm chun ...........................59 Bng 4.24: So snh Dunnett khi chn nhm Khc lm chun.......................................60

Bng 4.25: Kim nh T-test 2 nhm Nhn vin vn phng v Qun l.......................61

DANH MC HNH NH Hnh 2.1: Thuyt hnh ng hp l (TRA)....................................................................15 Hnh 2.2: Thuyt hnh vi d nh (TpB) .......................................................................16 Hnh 2.3: M hnh chp nhn cng ngh (TAM) ..........................................................18 Hnh 2.4: M hnh L thuyt tng hp chp nhn v s dng cng ngh (UTAUT) ...19 Hnh 2.5: M hnh nghin cu ca tc gi Mitra Karami (2006) ..................................23 Hnh 2.6: M hnh nghin cu ca tc gi Mohsen Mazari (2008) ...............................24 Hnh 2.7: M hnh nghin cu xut ..........................................................................24 Hnh 3.1: M hnh nghin cu hiu chnh (sau qu trnh nghin cu nh tnh)...........28 Hnh 3.2: Quy trnh nghin cu .....................................................................................30 Hnh 4.1: M hnh nghin cu hiu chnh .....................................................................46 Hnh 4.2: M hnh hi qui..............................................................................................50

CHNG 1: TNG QUAN

1.1. GII THIU CHUNG

Nn kinh t Vit Nam trong nhng nm qua c nhng bc pht trin ng ghi nhn

v c cc nh kinh t nh gi l ngi sao ang ln khu vc chu . iu ny th

hin ni bt lnh vc thu ht vn u t trc tip nc ngoi FDI v tc tng

trng GDP hng nm.

K t khi thc hin Lut u t nc ngoi (1987) n nay, lng vn u t trc tip

nc ngoi (FDI) vo Vit Nam hng nm tng u n. Nm 2006 t khong 9 t

la M, vt qua k lc nm 1996 l 8,6 t la M. Ring trong nm 2007, FDI t

con s k lc l 20.3 t USD, tng 69,1% so vi cng k nm trc. c bit hn

trong nm 2008, vn FDI vo Vit Nam tng gp 3 ln so vi nm 2007, t con s 64

t USD (theo B K Hoch v u T).

Tc tng trng GDP nm 2005 l 8.4%, nm 2006 l 8.17%. V c bit, theo s

liu ca Tng cc Thng k, nm 2007 GDP t 461.189 t ng, tng 8.48%, mt con

s cao nht trong hn mt thp k qua ca Vit Nam.

Theo nh gi ca Ngn Hng Pht trin Chu (ADB), nu so snh vi cc nc

trong khu vc th Vit Nam c tc tng trng cao th 2, ch ng sau Trung Quc

(11,2%).

Trong s pht trin ca nn kinh t, c s ng gp to ln ca ngnh Giao Thng Vn

Ti (GTVT), thng qua vic m bo giao thng, phc v kp thi v ngy mt tt hn

nhu cu i li v vn chuyn ca x hi. Giao thng vn ti c ngha c bit quan

trng i vi nn kinh t v s hot ng hiu qu ca nn kinh t th trng. Tuy

nhin, theo s liu t Tng cc thng k, s khch hng ni a vn chuyn trong

nhng nm qua l tng i thp nu em so vi tng s dn, v vy y r rng l mt

th trng cn rt tim nng. Theo cc chuyn gia ngnh hng khng th tc tng

trng ca ngnh t 15% v con s ny s duy tr trong nhng nm ti.

Bng 1.1: Khi lng vn ti hnh khch phn theo ngnh (theo Tng cc thng k)

Trong Nm Tng s ng st ng b ng sng ng hng khng Triu ngi 2000 763.6 9.8 620.7 130.3 2.82001 821.8 10.6 677.3 130.0 3.92002 878.5 10.8 727.7 135.6 4.42003 1076.0 11.6 931.3 128.6 4.52004 1202.9 12.9 1041.9 142.6 5.52005 1349.6 12.8 1173.4 156.9 6.52006 1493.8 11.6 1331.6 143.2 7.4S b 2007 1628.9 11.5 1464.8 143.9 8.7

Th trng hng khng nc ta hin nay c d an s c s cnh tranh rt mnh m

khi bn cnh 7 hng hng khng ni a gm: VietNam Airlines, Jestar Pacific,

VASCO, Indochina, Mekong, Vietjet v Phu Quoc Air cn c rt nhiu hng hng

khng nc ngai khc c cp php khai thc dch v.

V vy vic nng cao cht lng dch v v gim thiu chi ph hot ng ang c rt

nhiu nh khai thc dch v quan tm, trong vic pht trin v han thin cc h

thng bn v qua mng lun c xem l mt trong nhng u tin hng u hin nay.

Vic trang b v thc hin bn v qua mng tit kim khang 5% chi ph so vi vic

bn v qua cc i l (Trch dn ca Mohsen Manzari, 2008)

Mua bn hng ha v dch v qua mng tr nn ph bin nhiu nc trn th gii.

Mua hng online gip ngi tiu dng cng nh c nh cung cp tit kim thi gian v

chi ph so vi cch mua sm thng thng.

Mt h thng bn hng trc tuyn hon chnh phi m bo cc yu cu sau: thay v

n c s ca ngi bn, ngi mua c th thc hin tt c cc cng on ca vic

mua hng ch thng qua Internet. Ngha l ngi mua c th thc hin vic xem hng,

t hng, thanh ton, nhn hng, th hng cc dch v sau bn hng... thng qua mng

Internet.

Mc d mua bn hng ha v dch v qua mng tr nn ph bin cc nc khc

trn th gii, n li rt hn ch Vit nam. Vic hn ch ny do nhng nguyn nhn

ch yu sau:

Th nht, s nhn thc v tin tng v tim nng pht trin lnh vc ny ca mt s

doanh nghip cn hn ch,

Th hai, vic c mt s phn t xu trong lai hnh mua bn ny nh hng ln n

tm l ngi tiu dng. Tc, trong tm tr ngi tiu dng, vic mua bn hng ha qua

mng lun tim n nhiu ri ro.

Th ba, h thng internet v s lng ngi s dng internet trn tng s dn cn thp.

Sau cng, nhn chung cha c mt trang web no c th cung cp trn gi vic gii

thiu, xem hng, t hng v thanh tan qua mng.

Vic mua bn hng ha qua mng ti Vit nam ni chung cha tht s pht trin, khin

vic mua bn v my bay qua mng cng cha tht s pht trin ng mc. Hin ti,

trong tng s 4 hng hng khng ni a ang khai thc th ch c Jetstar Pacific v

Vietnam Airlines l c trang b h thng t v qua mng.

Nhng tho lun trn dn n vn cn c nghin cu l: Tm hiu hnh vi tiu

dng online ca ngi Vit, theo bit c cc yu t nh hng n d nh mua

hng ha hoc dch v qua mng ni chung v mua v my bay qua mng ni ring. V

vy ti nghin cu Cc yu t nh hng n d nh mua v my bay qua mng

l rt cn thit nhm gii quyt cc vn trn.

1.2. MC TIU

Mc tiu nghin cu ca ti l:

- Nhn dng cc yu t chnh nh hng n d nh mua v my bay qua mng,

- Xc nh mc nh hng ca cc yu t n d nh mua v may bay qua

mng,

- Phn tch s khc bit gia cc nhm i tng thuc cc thnh phn nhn khu

hc trong xu hng mua v my bay qua mng.

1.3. PHM VI V I TNG NGHIN CU

- Phm vi nghin cu c thc hin ti Tp.HCM.

- i tng nghin cu l nhng ngi thng xuyn i my bay (t nht l mt

ln trong 6 thng tr li, tnh ti thi im thu thp s liu nghin cu) v cha

tng mua v my bay qua mng.

1.4. NGHA THC TIN

- Vic xc nh cc yu t chnh nh hng n d nh mua v my bay qua

mng gip cc nh cung cp dch v hng khng a ra cc chnh sch hp l

nhm nng cao hiu qu ca h thng bn v qua mng,

- Kt qu nghin cu khng ch c ch cho ngnh hng khng m cn lm c s

cho cc nghin cu tng t i vi cc lai hnh bn v qua mng khc nh v

xe la, v bng , v cc lai hnh vn ha v gii tr khc,

- Kt qu nghin cu cng l ti liu tham kho cho cc c quan chc nng trong

vic a ra cc chch sch nhm khuyn khch h thng mua bn hng ha qua

mng ni chung.

1.5. KT CU CA BO CO NGHIN CU

Lun vn c chia thnh 5 chng:

Chng 1: Tng quan trnh by mt s vn lin quan n kinh t, ngnh Giao

thng vn ti v cc hnh thc mua bn online, l do hnh thnh ti nghin cu, mc

tiu nghin cu, phm vi v i tng nghin cu v ngha ca ti.

Chng 2: C s l thuyt v m hnh nghin cu trnh by tng quan c s l

thuyt v cc nghin cu lin quan, t hnh thnh m hnh nghin cu v xut

cc gi thuyt cho m hnh nghin cu.

Chng 3: Phng php nghin cu nu ln trnh t nghin cu, thit k nghin cu

bao gm xy dng thang o, thit k bng cu hi, phng php ly mu

Chng 4: Kt qu nghin cu trnh by kt qu kim nh thang o, phn tch nhn

t, hi qui tuyn tnh v phn tch ANOVA.

Chng 5: Kt lun tm tt nhng kt qu chnh ca nghin cu, nhng ng gp

ca nghin cu i vi doanh nghip hng khng v nhng hn ch ca nghin cu

nh hng cho cc nghin cu tip theo.

CHNG 2: C S L THUYT V M HNH NGHIN CU

2.1. C S L THUYT

2.1.1. D nh hnh vi (behavioral intention)

D nh hnh vi (behavioral intention), hay gi tt l d nh (intention) l mt khi

nim rt quan trng trong lnh vc kinh doanh ni ring v nhng lnh vc khc ni

chung. Trong kinh doanh, d nh hnh vi gip cc nh qun l d an hnh vi theo

sau ca khch hng, t a ra cc chnh sch ph hp v kp thi. Sau y, chng ta

ln lt xem qua cc l thuyt c lin quan.

2.1.1.1. Thuyt hnh ng hp l (TRA)

Thuyt hnh ng hp l (TRA Theory of Reasoned Action) c pht trin bi

Martin Fishbein v Icek Ajzen (1975, 1980) bt ngun t mt s nghin cu c trc

lin quan n thi ca ngi tiu dng.

Theo Thuyt hnh ng hp l th d nh hnh vi ca mt ngi chu nh hng hay

b tc ng bi thi v pha hnh vi (attitude toward the behavior), hay gi tt l thi

(attitude) v chun ch quan (subjective norms). V h qu l d nh hnh vi s

quyt nh hnh vi theo sau ca mt ngi.

Hnh 2.1: Thuyt hnh ng hp l (TRA)

Thi v pha hnh

vi (Thi )

Chun ch quan D nh hnh vi Hnh vi

Quoc KhanhHighlight

Ngun: Ajzen and Fishbein, 1980

- Thi : Tp hp cc nim tin (beliefs) c gn trng s v pha mt hnh vi c

th.

- Chun ch quan: cp mc nh hng ca nhng ngi xung quanh ln

d nh hnh vi ca mt c nhn. Nhng ngi khc nhau cng c mc nh

hng khc nhau ln mt c nhn no .

- D nh hnh vi: D nh thc hin mt hnh vi c th no . N l mt hm

ph thuc vo thi v chun ch quan.

Theo Martin v Ajzen th thi v pha hnh vi v chun ch quan khng ng vai

tr ngang bng nhau trong vic d an hnh vi. Thay vo mc ca hai yu t

ny s c s khc bit ty thuc vo mi c nhn v tnh hung c th.

2.1.1.2. Thuyt hnh vi d nh (TpB)

Thuyt hnh vi d nh (TpB Theory of Planned Behavior) c xem nh l mt s

m rng ca TRA gii thch cho trng hp mt ngi khng th c c s nhn

thc v s iu khin hnh vi mt cch han tan. Ni cch khc, TpB b sung yu t

v nhn thc iu khin hnh vi (perceived behavioral control) vo tp cc yu t nh

hng n d nh hnh vi bn cnh thi v chun ch quan cp trong TRA.

Hnh 2.2: Thuyt hnh vi d nh (TpB)

Thi v pha hnh

vi (Thi )

Chun ch quan D nh

hnh vi Hnh vi

Nhn thc iu khin

hnh vi

Ngun: Ajzen, 1991

Hnh vi c th ca mt ngi lin quan n nhng k nng, ngun lc v nhng iu

kin tin quyt cn thit thc hin hnh vi . N khng ch lin quan n d nh

thc hin hnh vi m cn lin quan n nhn thc v mc m mt ngi c th thc

hin hnh vi . Ni mt cch khc, nhn thc iu khin hnh vi c th c xem nh

l mt ro cn thc hin hnh vi.

- Nhn thc iu khin hnh vi: L mc m mt ngi nhn thc v kh nng

thc hin hnh vi .

Theo mt nghin cu ca Taylor v Todd nm 1995 (c trch bi Mohsen Mazari,

2008) th nhn thc iu khin hnh vi bao gm 2 thnh phn l: iu kin d dng

(facilitating conditions) v phm cht t nhin (self-efficacy).

TpB v TRA c hn ch l khng ch ra cc yu t lin quan n vic vn hnh

(operational components) hoc cc yu t quyt nh (determinants) ca thi v pha

hnh vi, chun ch quan, v trong mt s trng hp l nhn thc iu khin hnh vi.

hn ch nhng nhc im ny th mt s nh nghin cu khc ngh b sung

mt s yu t lin quan n vn hnh hay nhng yu t tin quyt ca cc khi nim v

thi ca m hnh TpB.

Bhattacherjee trong mt nghin cu ca mnh nm 2001 (c trch bi Mohsen

Mazari, 2008) ngh kt hp m hnh TAM (Technology Acceptance Model) vo

TpB qua b sung thm 2 khi nim nhn thc v s hu dng (perceived

usefulness) v khi nim s thn thin ngi dng (user friendliness) nh l nhng yu

t quyt nh ca thi . ng cng ngh chun ch quan phi c xc nh da

trn s nh hng bn ngai (external influence) v nh hng qua li gia nhng c

nhn (interpersonal influence).

Taylor v Todd (1995) (c trch bi Mohsen Mazari, 2008) th ngh phn ly m

hnh TpB v xem m hnh TAM nh l thnh phn thi ca m hnh TpB. Bn cnh

Taylor v Todd cng a b sung vo khi nim tnh tng hp (compatibility) nh

l thnh phn th ba ca khi nim thi v pha hnh vi. Cui cng m hnh TpB

phn ly cng ngh xem 3 khi nim phm cht t nhin (self-efficacy), iu kin

ngun lc d dng (resource facilitating conditions) v iu kin cng ngh d dng

(technology facilitating conditions) nh l 3 yu t tin quyt ph hp nht ca nhn

thc iu khin hnh vi .

2.1.1.3. M hnh chp nhn cng ngh (TAM)

y l m hnh nh gi s chp nhn h thng thng tin c Davis a ra vo nm

1986. N cho thy mc nh hng ca cc yu t bn ngai ln nim tin, thi v

d nh.

Theo m hnh TAM th d nh hnh vi v vic chp nhn cng ngh c xc nh

bi 2 nim tin: nhn thc v s hu dng (perceived usefulness) v nhn thc v s d

dng s dng (perceived easy of use).

Hnh 2.3: M hnh chp nhn cng ngh (TAM)

Ngun: Davis et. al. (1989), Venkatesh et. al. (2003)

Nhn thc hu dng

Nhn thc v vic d

s dng

D nh hnh vi S dng h thng

Mc d c nhn thc v s hu dng v nhn thc v s d dng s dng c mi quan

h i vi vic s dng, kt qu nghin cu ca Davis cng cho thy nhn thc v s

d dng s dng c nh hng gin tip n vic s dng qua nhn thc v s hu

dng.

2.1.1.4. L thuyt tng hp v s chp nhn v s dng cng ngh (UTAUT)

L thuyt tng hp v s chp nhn v s dng cng ngh (UTAUT United Theory

of Acceptance and Use of Technology) gii thch d nh, cng nh hnh vi dng h

thng thng tin (IS Information System).

Hnh 2.4: M hnh L thuyt tng hp chp nhn v s dng cng ngh (UTAUT)

Ngun: Venkatesh et al. (2003)

Tnh hiu qu

D nh Hnh vi

Nhn thc n lc

nh hng x hi

iu kin d dng

Gii tnh Tui Kinh nghim S t nguyn

L thuyt cho rng bn khi nim (tnh hiu qu (performance expectancy), Nhn thc

n lc (effort expectancy), nh hng x hi (social influence) v iu kin d dng

(facilitating conditions)) l nhng yu t quyt nh trc tip ca d nh v hnh vi

dng. Gii tnh (gender), tui (age), kinh nghim (experience) v s ch dng

(volunataries) gin tip nh hng n d nh v hnh vi thng qua 4 khi nim trn.

y thc cht l l thuyt c tng hp da trn mt s m hnh v l thuyt trc

nh TRA, TAM, TpB, Thc t cho thy l thuyt UTAUT gii thch c ti 70%

s khc bit trong d nh dng.

- Tnh hiu qu: Tnh hiu qu l mc m mt c nhn tin rng vic s dng

h thng s gip anh ta t c li ch trong vic han thnh cng vic

(Mohsen Manzari, 2008). Khi nim ny tng ng vi khi nim Nhn thc

v s hu dng (perceived usefulness) trong TAM/TAM2 v C-TAM-TpB,

- Nhn thc n lc: l mc d dng trong vic s dng h thng. Khi nim

ny tng t v c th dng thay th khi nim Nhn thc v s d s dng

trong TAM/TAM2,

- nh hng x hi: L mc m mt c nhn nhn thc rng nhng ngi

thn ca anh ta cho rng anh ta nn s dng h thng. N tng t vi Chun

ch quan trong TRA, TAM2, TpB/DTpB v C-TAM-TPB,

- iu kin d dng: c nh ngha nh l mc m mt c nhn tin rng c

s h tng v mt k thut v t chc tn ti h tr cho vic s dng h thng

(Mohsen Manzari, 2008). N tng t Nhn thc iu khin hnh vi trong

TpB/DTpB, C-TAM-TpB.

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Bng 2.1: Tng hp cc m hnh v cc khi nim lin quan

M hnh Cc khi nim ct li

Thuyt hnh ng hp l (TRA) Thi v pha hnh vi (attitude toward behavior)

Chun ch quan (subjective norm)

Thuyt d nh hnh vi Thi v pha hnh vi (attitude toward behavior)

(TpB/Decomposed TpB) Chun ch quan (subjective norm)

(TpB/DTpB) Nhn thc iu khin hnh vi (perceived behavioral control)

M hnh chp nhn cng ngh Nhn thc s hu dng (perceived usefulness)

(TAM/TAM2) Nhn thc v s d s dng (perceived ease of use)

Chun ch quan (subjective norm)

M hnh kt hp TAM v TpB Thi v pha hnh vi (attitude toward behavior)

(Combined TAM and TpB) Chun ch quan (subjective norm)

(C-TAM-TpB) Nhn thc iu khin hnh vi (perceived behavioral control)

Nhn thc s hu dng (perceived usefulness)

2.1.2. Phn tch chi ph giao dch (TCA)

L thuyt chi ph giao dch (TCA Transaction Cost Analysis) ban u c pht trin

hiu v cc hat ng kinh t ca cc t chc nh nc v cc t chc khc tng

t (Oliver E. Williamson 1975, 1987).

Mt cch tng qut, 3 thnh phn ca chi ph giao dch l s nhn thc d s dng

(Perceived ease of use), s hiu qu v mt thi gian (time efficiency) v s tit kim

chi ph (price saving). Trong khi s nhn thc d s dng v s hiu qu v mt thi

gian th hin chi ph giao dch gia ngi mua v ngi bn, th s tit kim chi ph o

s hiu qu ca qu trnh giao dch online.

2.1.3. S thch th (Perceived Enjoyment)

S thch th cp n mc nhn thc m mt ngi b cun ht hay thch th vo

vic s dng my tnh (Teo, 2001). Trong mt nghin cu ca mnh nm 2002,

Goldsmith ch ra rng s thch th l mt yu t quan trng xc nh hnh vi mua

sm qua mng ca khch hng.

2.1.4. Nhn thc ri ro (Perceived Risk)

C rt nhiu nh nghin cu nghin cu v l thuyt ri ro. Theo Raymond A.Bauer

(c trch bi Mohsen Mazari, 2008) th hnh vi ngi tiu dng cha ng ri ro khi

m hnh vi ca ngi tiu dng s dn n kt qu m anh ta khng th an trc

c, hay khng chc chn v kt qu c th khin anh ta khng hi lng.

Stone v Gronhaug (1993) (c trch bi Mohsen Mazari, 2008) ch ra rng khi nim

v ri ro lin quan n vic la chn thc hin hnh vi m hnh vi mang li kt qu

khc bit so vi mong i, c th tt hn hoc xu hn so vi mong i. Tuy vy,

trong nghin cu hnh vi ngi tiu dng online ch tp trung n kt qu tim tng

nhng theo hng tiu cc.

2.2. CC NGHIN CU TRC

C 2 tc gi nghin cu v hnh vi mua (t) v qua mng, l: Mitra Karami nm

2006 v Mohsen Manzari nm 2008.

Nm 2006, Mitra Karami tin hnh mt nghin cu xc nh cc yu t nh hng n

vic chp nhn mua v online p dng cho cc khch hng mua v tu ha ti Iran.

Hnh 2.5: M hnh nghin cu ca tc gi Mitra Karami (2006)

Kt qu nghin cu cho thy yu t S d s dng v Chun ch quan l nhng yu t

c nh hng mnh nht n s chp nhn mua v online.

Cng tng t, nm 2008, Mohsen Manzari nghin cu v cc yu t nh hng n

d nh s dng h thng t v online ca cc khch hng ca hng hng khng Quc

gia Iran. M hnh nghin cu c ch ra bn di.

Nhn thc hu dng

Mc d s dng

Thi D nh

Lng tin Chun ch quan

Nhn thc iu khin hnh vi

Tnh hiu qu

Nhn thc n lc

nh hng x hi

iu kin d dng

S thch th

Nhn thc ri ro

Tit kim thi gian Tic kim chi ph

D nh mua v

TCA UTAUT

Hnh 2.6: M hnh nghin cu ca tc gi Mohsen Mazari (2008)

Kt qu nghin cu cho thy 2 yu t Tnh hiu qu v nh hng x hi l 2 yu t

c nh hng nhiu nht ln yu t D inh mua v.

2.3. M HNH NGHIN CU V CC GI THUYT

T nhng l thuyt v nghin cu trn, m hnh nghin cu c xut l s dng li

m hnh ca tc gi Mohsen Manzari.

Hnh 2.7: M hnh nghin cu xut

Cc gi thuyt:

H1: Tnh hiu qu c tng quan dng vi D nh mua v

H2: Nhn thc n lc c tng quan dng vi D nh mua v

H3: nh hng x hi c tng quan dng vi D nh mua v

H4: iu kin d dng c tng quan dng vi D nh mua v

H5: S thch th c tng quan dng vi D nh mua v

Tnh hiu qu

Nhn thc n lc

nh hng x hi

iu kin d dng

S thch th

Nhn thc ri ro

Tit kim thi gian Tic kim chi ph

D nh mua v

H1

H2

H3

H4

H5

H6

H7 H8

H6: Nhn thc v ri ro c tng quan m vi D nh mua v

H7 : Tit kim thi gian c tng quan dng vi D nh mua v

H8 : Tit kim chi ph c tng quan dng vi D nh mua v

Bng 2.2: Cc bin nghin cu v thang o

Tnh hiu qu Manzari, 2008

Mc s n lc Manzari, 2008

nh hng x hi Manzari, 2008

iu kin d dng Manzari, 2008

S thch th Manzari, 2008

Nhn thc ri ro Manzari, 2008

Tit kim thi gian Manzari, 2008

Tit kim chi ph Manzari, 2008

D nh mua v Manzari, 2008

Tm tt

Chng ny trnh by tng quan cc l thuyt v nghin cu trc lin quan n d

nh mua v my bay qua mng.

Trn c s ca nhng m hnh tham kho c nu ra trn, m hnh nghin cu

Cc yu t nh hng n d nh mua v my bay qua mng c ngh s dng

li m hnh ca Mohsen Manzari (2008) nh hnh 2.7. M hnh nghin cu ny c 8

yu t nh hng n d nh mua v my bay qua mng l: Tnh hiu qu, S

thch th, Nhn thc n lc, iu kin d dng, nh hng x hi, Nhn thc ri ro,

Tit kim thi gian v Tit kim chi ph..

CHNG 3: PHNG PHP NGHIN CU

Chng ny s trnh by phng php nghin cu nhm xy dng v nh gi thang

o dng o lng cc khi nim nghin cu v kim nh m hnh nghin cu

xut. Chng ny bao gm 2 phn chnh l thit k nghin cu v nghin cu chnh

thc.

3.1. THIT K NGHIN CU

3.1.1. Phng php nghin cu

Nghin cu c thc hin thng qua hai bc l nghin cu s b v nghin cu

chnh thc.

3.1.1.1. Nghin cu s b

y l bc nghin cu nh tnh nhm khm ph, iu chnh v b sung cc bin

quan st cng nh cc thang o dng o lng cc khi nim nghin cu. Bc ny

dng k thut tho lun tay i trn mt dn bi lp sn.

Nghin cu s b c thc hin vi 10 i tng: 01 nhn vin ca hng hng khng

Vietnam Airlines, 01 nhn vin ca hng hng khng Jetstar Pacific v 08 ngi hin

ang sinh sng v lm vic ti Tp.HCM, thng xuyn i my bay v cha tng mua

v qua mng. Kt qu s l c s b sung v hiu chnh thang o cho bng cu hi.

Vic kim tra thch hp ca ngn t cng c thc hin trong qu trnh phng vn

nh tnh.

Kt qu phng vn s b cho thy:

- Yu t Tit kim thi gian c xem nh mt phn trong yu t Tnh hiu qu,

dn n yu t ny c b qua trong phn nghin cc chnh thc,

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Yu t Tit kim chi ph c 2 thnh phn: chi phi hu hnh v chi ph c hi (chi

ph v hnh) nh cp trong l thuyt chi ph giao dch. Phn chi ph c hi

c th c din gii thng qua vic tit kim thi gian, v vy cng l mt phn

ca Tnh hiu qu. Phn chi ph hu hnh th nhng ngi c phng vn u

cho rng chi ph hu hnh khi mua v qua mng khng tit kim (hoc tit kim

khng nhiu) so vi vic mua v qua cc i l hoc cc im bn v v vy

khng nh hng n d nh mua v qua mng ca hnh khch. Thc t cng

cho thy chi ph hu hnh ca vic mua v qua mng khng thp hn so vi mua

qua cc i l hoc cc im bn v. V vy yu t Tit kim chi ph cng c

b qua khi nghin cu chnh thc,

- Trong yu t iu kin d dng th c th thy, trong m hnh nghin cu v

thang o ca Mohsen Mazari (2008) (c k tha t Venkatesh (2003)) cha

tht s ph hp vi tnh hnh Vit Nam. Phn ln khch hng ca cc hng

hng khng gp kh khn khi mua v qua mng khu thanh tan. S lng

ngi c c cc lai th c chc nng thanh tan qua mng cha nhiu. V

vy mt bin quan st c b sung cho thang o ny l bin FC02 c ni dung

nh sau: "Vic c sn (1)th tn dng (VISA, Master, JCB hoc American

Express), hoc (2)th ni a Vit Nam (th ATM Connect24 hc SG24 ca

Vietcombank) c ng k chc nng thanh tan trc tuyn (Internet banking v

SMS banking) s gip ti d dng thc hin vic thanh tan khi mua v qua

mng".

- Yu t nh hng x hi b lai b mt bin quan st l: Nhng ngi mua

v qua mng th nhn c nhiu s ch v ngng m hn nhng ngi

khng s dng.

- Nhng yu t cn li ph hp vi cc gi thuyt c t ra ban u nn c

gi nguyn.

T nhng kt qu trn dn n m hnh nghin cu hiu chnh l :

Hnh 3.1: M hnh nghin cu hiu chnh (sau qu trnh nghin cu nh tnh)

3.1.1.2. Nghin cu chnh thc

y l giai on nghin cu nh lng vi k thut thu thp d liu bng cch phng

vn theo bng cu hi.

D liu thu thp c s c x l bng phn mm EXCEL v SPSS. Sau khi m ha

v lm sch d liu, cc bc sau s c tin hnh:

- nh gi tin cy v gi tr ca cc thang o. tin cy ca thang o c

nh gi qua h s Cronbachs Alpha, qua cc bin khng ph hp s b loi

nu h s tng quan bin tng nh hn 0.3 v thang o s c chp nhn khi

h s Cronbachs Alpha ln hn 0.6 (Nunnally v Burnstein, 1994) (c trch

bi Nguyn nh Th v Nguyn Th Mai Trang, 2007). Tip theo phn tch

nhn t khm ph c s dng kim nh gi tr ca cc bin thnh phn

v khi nim. Cc bin c h s tng quan n gia bin v cc nhn t nh

Tnh hiu qu

Nhn thc n lc

nh hng x hi

iu kin d dng

S thch th

Nhn thc ri ro

D nh mua v

H1

H2

H3

H4

H5

H6

hn 0.5 s b loi (Hair v cng s, 1998) (c trch bi Nguyn nh Th v

Nguyn Th Mai Trang, 2007). Phng php trch Principal Component

Analysis c s dng km vi php quay Varimax, ch c nhng nhn t

no c Eigenvalue (i lng Eigenvalue i din cho lng bin thin c

gii thch bi nhn t) ln hn 1 mi c gi li trong m hnh nghin cu

(Hong Trng v Chu Nguyn Mng Ngc, 2008).

- Kim nh m hnh l thuyt bng phng php hi qui a bin vi mc ngha

5%. Da vo m hnh l thuyt, phng trnh hi qui c dng nh sau:

D nh mua v = 0 + 1*Tnh hiu qu + 2* Nhn thc n lc + 3* nh hng x

hi + 4*iu kin d dng + 5* S thch th + 6*Nhn thc ri ro

3.1.2. Quy trnh nghin cu

Quy trnh nghin cu da trn quy trnh nghin cu ca Nguyn nh Th v Nguyn

Th Mai Trang (2007) c trnh by trong Hnh 3.1.

Hnh 3.2: Quy trnh nghin cu

3.2. NGHIN CU CHNH THC

3.2.1. Thit k bng cu hi

Cu trc bng cu hi bao gm 3 phn. Phn 1 l phn thng tin chung, dng lc ra

cc i tng ph hp vi yu cu kho st, l nhng ngi hin ang sinh sng v

lm vic ti Tp.HCM, thng xuyn i my bay v cha tng mua v qua mng. Phn

2 l phn v cc yu t trong m hnh nghin cu, d liu c thu thp thng qua cm

nhn ca ngi c phng vn. Tt c cc bin quan st ca cc yu t trong m hnh

nghin cu u s dng thang o Likert 5 mc vi la chn s 1 l hon ton khng

Mc tiu nghin cu

M hnh nghin cu

Chn cc thang o

Nghin cu s b

M hnh v thang o hiu chnh

Nghin cu nh lng

Kim nh thang o, phn tch d liu (kim tra tin cy ca thang o (Cronbachs Alpha), phn

tch nhn t khm ph (EFA), phn tch hi qui a bin)

Tho lun kt qu v gii php

ng vi pht biu v la chn s 5 l hon ton ng vi pht biu. Phn 3 l

phn thng tin b sung (Gii tnh, Tui, Trnh hc vn v Ngh nghip).

3.2.2. Din t v m ha thang o

Nh trnh by trn, m hnh nghin cu c 6 yu t nh hng n d nh mua

v my bay qua mng:

- Tnh hiu qu

- Nhn thc n lc

- nh hng x hi

- iu kin d dng

- S thch th

- Nhn thc ri ro

Thang o v cc yu t nh hng n d nh mua v my bay qua mng c k

tha t cc thang o sau:

- Bin c lp:

+ Thang o Tnh hiu qu gm c 4 bin. K hiu v ni dung ca 4 bin ny c

trnh by Bng 3.1.

Bng 3.1: K hiu v ni dung cc bin ca yu t Tnh hiu qu PE01: H thng t v qua mng gip ti tit kim thi gian mua v

PE02: H thng t v qua mng gip ti mua c v d dng

PE03: H thng t v qua mng gip ti nng cao hiu qu vic mua v

PE04: Ti ngh rng h thng t v qua mng rt hu ch cho vic mua v

+ Thang o Nhn thc n lc gm c 4 bin. K hiu v ni dung ca 4 bin ny

c trnh by Bng 3.2.

Bng 3.2: K hiu v ni dung cc bin ca yu t Nhn thc n lc EE01: Nhng thao tc khi giao tip vi h thng t v qua mng th n gin v d thc hin. EE02: Ti d dng tr nn thnh tho trong vic s dng h thng t v qua mng.

EE03: Ti cho rng h thng t v qua mng th d s dng.

EE04: Vic hc cch s dng h thng t v qua mng th d dng vi ti.

+ Thang o nh hng x hi gm c 3 bin, sau khi lai b mt bin quan st

l: Nhng ngi mua v qua mng th nhn c nhiu s ch v ngng m

hn nhng ngi khng s dng.. K hiu v ni dung ca 3 bin ny c

trnh by Bng 3.3.

Bng 3.3: K hiu v ni dung cc bin ca yu t nh hng x hi SI01: Bn b ti khuyn ti nn mua v qua mng.

SI02: Gia nh ti khuyn ti nn mua v qua mng. SI03: Nhn chung, cc hng hng khng lun ci tin v nng cp h thng t v qua mng.

+ Thang o iu kin d dng gm c 5 bin (b sung thm bin quan st FC02).

K hiu v ni dung ca 5 bin ny c trnh by Bng 3.4.

Bng 3.4: K hiu v ni dung cc bin ca yu t iu kin d dng FC01. Vic c sn my tnh & c kt ni internet s gip ti d dng thc hin vic mua v qua mng. FC02: Vic c sn (1) th tn dng (VISA, Master, JCB hoc American Express), hoc (2) th ni a Vit Nam (th ATM Connect24 hc SG24 ca Vietcombank) c ng k chc nng thanh tan trc tuyn (Internet banking v SMS banking) s gip ti d dng thc hin vic mua v qua mng. FC03: Ti c nhng kin thc cn thit s dng h thng t v qua mng.

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FC04: Ti cho rng lun c sn nhng ngi tr gip trc tuyn (help desk) khi khch hng gp kh khn trong qu trnh giao tip vi h thng my tnh. FC05: Nhng ch dn v vic s dng h thng t v qua mng th lun sn c.

+ Thang o S thch th gm c 3 bin. K hiu v ni dung ca 3 bin ny c

trnh by Bng 3.5.

Bng 3.5: K hiu v ni dung cc bin ca yu t S thch th PEJ01: Ti thch mua v qua mng hn l mua cc i l hoc cc im bn v

PEJ02: Nhn chung vic mua v qua mng rt thch th

PEJ03: S dng h thng t v qua mng rt tch cc

+ Thang o Nhn thc ri ro gm c 4 bin. K hiu v ni dung ca 4 bin ny

c trnh by Bng 3.6.

Bng 3.6: K hiu v ni dung cc bin ca yu t Nhn thc ri ro PR01: Ti ngh rng, ti s khng th han thnh tt c cc bc mua v qua mng. PR02: H thng Internet khng an tan thc hin mua v qua mng. PR03: Vi h thng t v qua mng, cc thng tin v chuyn bay s khng y . PR04: Vic tm kim thng tin chuyn bay v mua v qua mng c nhiu ri ro.

- Bin ph thuc:

+ Thang o D nh mua v gm c 3 bin. K hiu v ni dung ca 3 bin ny

c trnh by Bng 3.7.

Bng 3.7: K hiu v ni dung cc bin ca yu t D nh mua v BI01: Ti c nh mua v qua mng trong tng lai gn (trong 3 thng ti). (C nh nhng khng chc chn hoc khng c k hach c th) BI02: Ti ngh s tt hn nu mua v qua mng thay v phng php truyn thng.

BI03: Ti c k hach mua v qua mng trong tng lai gn (trong 3 thng ti).

3.2.3. Thit k mu

- Tng th nghin cu: Nghin cu ch thc hin thnh ph H Ch Minh. V vy

tng th nghin cu l nhng ngi hin ang sinh sng v lm vic ti

Tp.HCM, thng xuyn i my bay (t nht l 1 ln trong 6 thng tr li, tnh ti

lc ly mu) v cha tng mua v my bay qua mng.

- Khung chn mu: l mt b phn ca tng th c chn ra nghin cu.

ti ny tin hnh thu thp d liu trn tng th nghin cu nn khung chn mu

s l nhng i tng thuc Tng th nghin cu v c kh nng tip cn c

bng 1 trong 2 cch: lin h trc tip hoc qua email.

- Phng php thu thp d liu: do nghin cu b gii hn v thi gian v chi ph

nn mu c thu thp theo phng php thun tin, theo hai cch sau :

9 Gi phiu kho st online (da trn ng dng ca Google) qua email, 9 Pht phiu kho st trc tip ti sn bay Tn Sn Nht.

- C mu: c ly da trn c s s lng bin quan st ca cc nhn t cn c

lng. Theo Bollen (1989) (c trch bi Nguyn nh Th v Nguyn Th Mai

Trang, 2007) th kch thc mu ti thiu l 5 mu cho 1 c lng (t l 5:1).

Ngoi ra, c mu c th xc nh theo cng thc sau (L Nguyn Hu, 2008):

2e)S*Z(n =

Trong :

+ S: lch chun ca mu

+ e: sai s cho php

+ Z: gi tr trong phn phi chun c xc nh theo h s tin cy

n gin th cch chn mu theo Bollen c la chn. M hnh nghin cu c

26 bin quan st, do vy kch thc mu ti thiu l 26 x 5 = 130.

Tm tt

Chng ny trnh by quy trnh nghin cu, thang o cc yu t trong m hnh nghin

cu, phng php kim nh thang o v phng php phn tch d liu thu thp c

t mu.

Chng tip theo s trnh by cc thng tin v mu, kt qu kim nh thang o v cc

kt qu hi qui ca m hnh nghin cu.

CHNG 4: PHN TCH D LIU

Chng ny s trnh by cc kt qu phn tch bao gm m t mu thu c, nh gi

tin cy ca thang o, phn tch nhn t khm ph v hiu chnh m hnh nghin cu,

phn tch hi qui a bin, ANOVA v kim nh cc gi thuyt ca m hnh nghin

cu.

4.1. MU

Tng s mu pht i l 550 mu:

- 150 mu giy,

- 400 mu gi qua Email

Tng s mu nhn c l 352 mu:

- 96 mu giy,

- 256 mu qua Email.

Tng s mu s dng phn tch l 221 mu (sau khi loi b nhng i tng khng

ph hp, nhng mu tr li khng y ,...):

- 67 mu giy, chim 30% tng s lng mu dng phn tch,

- 154 mu qua Email, chim 70% tng s lng mu dng phn tch.

4.2. THNG K M T V PHN TCH TNG QUAN

4.2.1. Thng k m t

Phn ny ch trnh by phn thng k m t ca cc bin thuc tnh. Cn phn thng k

m t cc bin nh lng c trnh by cng vi phn tch tng quan Bng 4.2.

Cc bin thuc tnh trong nghin cu gm c Gii tnh, Tui, Trnh hc vn v

Ngh nghip, v c phn nhm nh bn di. C s cho vic phn chia cc nhm

thuc cc thnh phn ny s c trnh by mc 4.9 Phn tch ANOVA.

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Bin thuc tnh Gii tnh trong nghin cu gm c Nam v N.

- Bin thuc tnh Tui trong nghin cu gm c cc i tng c tui nm

trong cc khong l Di 23, T 23 29 v T 30 tr ln.

- Bin thuc tnh Trnh hc vn gm c Ph thng trung hc hoc thp hn,

Sinh vin, Tt nghip i hc, Sau i hc

- Bin thuc tnh Ngh nghip trong nghin cu gm c Cha i lm, Nhn vin

vn phng, Qun l (Trng phng, Gim c, Qun l d n,...) v Khc (Kinh

doanh t do, Gio vin,...).

Kt qu thng k m t theo mt s bin thuc tnh cp trn ca i tng

c phng vn c trnh by trong Bng 4.1.

Bng 4.1: Thng k m t theo mt s bin thuc tnh ca i tng c phng vn

Gii tnh Tn sut Phn trm (%)

Nam 118 53.4N 103 46.6Tng s 221 100.0

Tui Tn sut Phn trm (%)

Di 23 10 4.5T 23 - 29 159 71.9T 30 tr ln 52 23.5Tng s 221 100.0

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Trnh hc vn

Tn sut Phn trm (%) PTTH hoc thp hn 19 9.9Sinh vin 21 11.0i hc 106 55.5Sau i hc 45 23.6Tng s 191 100.0

Ngh nghip Tn sut Phn trm (%)

Cha i lm 13 5.9Nhn vin vn phng 28 12.7Qun l (TP, G, QLDA,) 124 56.1Khc (Kinh doanh t do, Gio vin,) 56 25.3

Total 221 100.0

4.2.2. Phn tch tng quan

Kt qu phn tch tng quan gia cc bin c lp v cc bin ph thuc c trnh

by trong Bng 4.2.

Kt qu t Bng 4.2 cho thy phn ln cc bin c lp u c tng quan vi cc bin

ph thuc vi mc ngha chp nhn c (< 5%, kim nh hai pha). Ch c bin

PR01 c tng quan khng mnh vi bin BI01, BI02 v BI03. iu ny c th nh

hng n kt qu phn tch hi qui bc tip theo.

Bng 4.2: Tr trung bnh, lch chun v h s tng quan gia cc bin c lp v bin ph thuc

H s tng quan K hiu bin

Tr trung bnh

lch chun BI01 BI02 BI03

PE01 4.20 .949 .338** .418** .339**

PE02 3.64 .999 .278** .389** .265**

PE03 3.60 .967 .261** .354** .266**

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PE04 4.16 .850 .309** .377** .261**

PEJ01 3.69 1.079 .394** .496** .354**

PEJ02 3.62 .982 .421** .447** .387**

PEJ03 3.81 .978 .351** .418** .327**

EE01 3.50 .928 .348** .403** .363**

EE02 3.63 .964 .395** .424** .413**

EE03 3.62 .892 .426** .496** .449**

EE04 4.04 .891 .311** .318** .247**

FC01 4.25 .939 .398** .442** .392**

FC02 4.15 .860 .422** .448** .412**

FC03 3.82 1.043 .358** .420** .346**

FC04 3.35 1.084 .148* .330** .195**

FC05 3.63 .919 .249** .374** .263**

SI01 3.45 .843 .211** .270** .261**

SI02 3.28 .828 .254** .253** .293**

SI03 3.55 .856 .169* .200** .184**

PR01 2.32 1.099 -.107 -.124 -.056PR02 2.68 .933 -.178** -.290** -.242**

PR03 2.40 1.000 -.275** -.365** -.274**

PR04 2.68 .900 -.292** -.320** -.279**

BI01 3.62 .927 1.000 .636** .779**

BI02 3.75 .900 .636** 1.000 .656**

BI03 3.44 .921 .779** .656** 1.000** - Tng quan c ngha mc 1% (kim nh hai pha)

* - Tng quan c ngha mc 5% (kim nh mt pha)

4.3. NH GI TIN CY CA THANG O

tin cy ca thang o c nh gi qua h s Cronbachs Alpha, qua cc bin

khng ph hp s b loi nu h s tng quan bin tng nh hn 0.3 v thang o s

c chp nhn khi h s Cronbachs Alpha ln hn 0.6 (Nunnally v Burnstein, 1994)

(c trch bi Nguyn nh Th v Nguyn Th Mai Trang, 2007).

Kt qu kim nh thang o cc yu t c lp v ph thuc trc c trnh by

Bng 4.3.

Bng 4.3: H s Cronbachs Alpha ca cc thang o Bin quan st Tng quan bin

tng Cronbachs Alpha

nu lai b bin Thang o Tnh hiu qu. Cronbachs Alpha = .838 PE01 .666 .797PE02 .655 .801PE03 .730 .768PE04 .629 .812Thang o S thch th. Cronbachs Alpha = .827 PEJ01 .656 .788PEJ02 .733 .711PEJ03 .663 .781Thang o Nhn thc n lc. Cronbachs Alpha = .853 EE01 .705 .808EE02 .746 .791EE03 .743 .791EE04 .585 .856Thang o iu kin d dng. Cronbachs Alpha = .807 FC01 .661 .748FC02 .691 .740FC03 .593 .770FC04 .423 .822FC05 .612 .764Thang o nh hng x hi. Cronbachs Alpha = .787 SI01 .765 .549SI02 .692 .636SI03 .448 .882Thang o Nhn thc ri ro. Cronbachs Alpha =.755 PR01 .408 .775PR02 .514 .718PR03 .619 .660PR04 .684 .624Thang o D nh mua v. Cronbachs Alpha =.870 BI01 .783 .787BI02 .685 .876BI03 .797 .773

Kt qu phn tch cho thy tt c cc thang o u t yu cu.

4.4. PHN TCH NHN T

4.4.1. Phn tch nhn t khm ph

Phn tch nhn t ch c xem l thch hp khi h s KMO (Kaiser Meyer Olkin)

c gi tr t 0.5 tr ln, kim nh Barletts Test c dng xem xt gi thuyt cc

bin khng c tng quan trong tng th (Hong Trng v Chu Nguyn Mng Ngc),

cc bin c h s truyn ti nh hn 0.5 s b loi. Phng php trch Principal

Component Analysis c s dng km vi php quay Varimax, ch c nhng nhn

t no c Eigenvalue ln hn 1 mi c gi li trong m hnh nghin cu (Hong

Trng v Chu Nguyn Mng Ngc, 2008).

4.4.1.1. Bin c lp

Kt qu phn tch nhn t ca 23 bin quan st thuc thnh phn c lp c trnh

by Bng 4.4.

Bng 4.4: Kt qu phn tch nhn t cc bin quan st ca cc thnh phn c lp

Rotated Component Matrixa Component 1 2 3 4 5 6 H thng t v qua mng gip ti tit kim thi gian mua v PE01 .751

H thng t v qua mng gip ti mua c v d dng PE02 .707 H thng t v qua mng gip ti nng cao hiu qu vic mua v

PE03 .753

Ti ngh rng h thng t v qua mng rt hu ch cho vic mua v

PE04 .768

Ti thch mua v qua mng hn l mua cc i l hoc cc im bn v

PEJ01 .786

Nhn chung vic mua v qua mng rt thch th PEJ02 .846

S dng h thng t v qua mng rt tin li PEJ03 .813 Nhng thao tc khi giao tip vi h thng t v qua mng th n gin v d thc hin.

EE01 .728

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Ti d dng tr nn thnh tho trong vic s dng h thng t v qua mng.

EE02 .803

Ti cho rng h thng t v qua mng th d s dng. EE03 .701 Vic hc cch s dng h thng t v qua mng th d dng vi ti.

EE04 .655

Vic c sn my tnh & c kt ni internet s gip ti d dng thc hin vic mua v qua mng.

FC01 .619

Vic c sn (1) th tn dng (VISA, Master, JCB hoc American Express), hoc (2) th ni a Vit Nam (th ATM Connect24 hc SG24 ca Vietcombank) c ng k chc nng thanh tan trc tuyn (Internet banking v SMS banking) s gip ti d dng thc hin vic mua v qua mng.

FC02

.691

Ti c nhng kin thc cn thit s dng h thng t v qua mng.

FC03 .639

Ti cho rng lun c sn nhng ngi tr gip trc tuyn (help desk) khi khch hng gp kh khn trong qu trnh giao tip vi h thng my tnh.

FC04 .678

Nhng ch dn v vic s dng h thng t v qua mng th lun sn c.

FC05 .706

Bn b ti khuyn ti nn mua v qua mng. SI01 .844Gia nh ti khuyn ti nn mua v qua mng. SI02 .799

Nhn chung, cc hng hng khng lun ci tin v nng cp h thng t v qua mng.

SI03 .558

Ti ngh rng, ti s khng th han thnh tt c cc bc mua v qua mng.

PR01 .653

H thng Internet khng an tan thc hin mua v qua mng.

PR02 .714

Vi h thng t v qua mng, cc thng tin v chuyn bay s khng y .

PR03 .750

Vic tm kim thng tin chuyn bay v mua v qua mng c nhiu ri ro.

PR04 .803

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 23 iterations.

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Kt qu Bng 4.5 cho thy ch s KMO l 0.865 > 0.5, tha mn yu cu v kim nh

Bartletts Test c ngha thng k (Sig. < 0.05) nn cc bin quan st c tng quan

vi nhau trong tng th, v vy phn tch nhn t trong trng hp ny l ph hp..

Bng 4.5: Kt qu KMO v kim nh Bartletts Test ca cc bin c lp

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.865

Approx. Chi-Square 2445.087df 253.000

Bartlett's Test of Sphericity

Sig. .000

4.4.1.2. Bin ph thuc

Kt qu phn tch nhn t cc bin quan st thuc thnh phn ph thuc c trnh by

Bng 4.6.

Bng 4.6: Kt qu phn tch nhn t cc bin quan st ca thnh phn ph thuc

Component Matrixa Component 1 BI01 .907BI02 .851BI03 .915Extraction Method: Principal Component Analysis. a. 1 components extracted.

Kt qu Bng 4.7 cho thy ch s KMO l 0.718 > 0.5, tha mn yu cu v kim nh

Bartletts Test c ngha thng k (Sig. < 0.05) nn cc bin quan st c tng quan

vi nhau trong tng th, v vy phn tch nhn t trong trng hp ny l ph hp.

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Bng 4.7: Kt qu KMO v kim nh Bartletts Test ca bin ph thuc

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.718

Approx. Chi-Square 342.338df 3.000

Bartlett's Test of Sphericity

Sig. .000

4.4.2. t tn v gii thch nhn t

Vic gii thch cc nhn t c thc hin trn c s nhn ra cc bin quan st c h s

truyn ti ln 0.5 nm trn cng mt nhn t. Nh vy nhn t ny c th gii thch

bng cc bin c h s ln nm trong n.

Kt qu phn tch nhn t cc yu t c lp Bng 4.6 cho thy c 6 nhn t bao gm

21 bin quan st, ta tin hnh t tn v gii thch cc nhn t:

- Nhn t 1 bao gm tan b 4 bin quan st nm trong thang o Tnh hiu qu

nn c gi nguyn tn.

- Nhn t 2 bao gm tan b 4 bin quan st nm trong thang o Nhn thc n

lc nn c gi nguyn tn.

- Nhn t 3 bao gm tan b 5 bin quan st nm trong thang o iu kin d

dng nn c gi nguyn tn.

- Nhn t 4 bao gm tan b 4 bin quan st ca thang o Nhn thc ri ro nn

c gi nguyn tn.

- Nhn t 5 bao gm tan b 3 bin quan st ca thang o S thch th nn cng

c gi nguyn tn.

- Nhn t 6 bao gm 3 bin quan st ca thang o nh hng x hi nn cng

c gi nguyn tn.

Kt qu phn tch nhn t ca yu t ph thuc Bng 4.8 cho thy ch c mt nhn t

duy nht c to ra i din cho cc bin quan st thuc thang o D nh mua v,

nn cng c gi nguyn.

4.4.3. Din gii kt qu

Kt qu phn tch nhn t a ra m hnh v d nh mua v my bay qua mng l

t hp 6 yu t c lp bao gm Nhn thc n lc, Tnh hiu qu, S thch th, Nhn

thc ri ro, iu kin d dng, v nh hng x hi v 1 yu t ph thuc l D nh

mua v.

Kt qu phn tch nhn t cc yu t c lp bao gm cc thnh phn sau:

- Thnh phn Tnh hiu qu bao gm 4 bin PE01, PE02, PE03 v PE04.

- Thnh phn Nhn thc n lc bao gm 4 bin EE01, EE02, EE03, v EE04.

- Thnh phn iu kin d dng bao gm 5 bin FC01, FC02, FC03, FC04 v

FC05.

- Thnh phn Nhn thc ri ro bao gm 4 bin PR01, PR02, PR03, PR04 v

PR05.

- Thnh phn S thch th bao gm 3 bin PEJ01, PEJ02 v PEJ03.

- Thnh phn nh hng x hi bao gm 3 bin SI01, SI02 v SI03.

Kt qu phn tch nhn t ca nhm bin ph thuc ch c 1 thnh phn duy nht gi l

thnh phn D nh mua v bao gm 3 bin BI01, BI02 v BI03.

4.5. M HNH HIU CHNH

M hnh hiu chnh sau khi phn tch EFA vn bao gm 1 bin ph thuc l D nh

mua v v 6 bin c lp l Tnh hiu qu, Nhn thc n lc, nh hng x hi, iu

kin d dng, S thch th v Nhn thc ri ro, nh xut ban u. M hnh hiu

chnh c trnh by li Hnh 4.1.

Hnh 4.1: M hnh nghin cu hiu chnh

4.6. CC GI THUYT CHO M HNH HIU CHNH

Cc gi thuyt cho m hnh nghin cu hiu chnh c xy dng da trn chiu

hng nh hng ca cc yu t c lp n d nh mua v my bay qua mng.

Trong m hnh nghin cu hiu chnh ny, c 6 yu t nh hng n d nh mua v

my bay qua mng ca hnh khch. Cc gi thuyt ca m hnh nghin cu hiu chnh:

H1: Nhn thc n lc c quan h dng vi D nh mua v.

H2: Tnh hiu qu c quan h dng vi D nh mua v.

H3: S thch th c quan h dng vi D nh mua v.

Tnh hiu qu

nh hng x hi

iu kin d dng

Nhn thc ri ro

D nh mua v

H1 (+)

H2 (+)

H4 (+)

H5 (+)

S thch th

Nhn thc n lc

H3 (+)

H6 (-)

H4: Nhn thc ri ro c quan h m vi D nh mua v.

H5: iu kin d dng c quan h dng vi D nh mua v.

H6: nh hng x hi c quan h dng vi D nh mua v

4.7. PHN TCH HI QUI

Sau giai on phn tch nhn t, c 6 yu t c lp v 1 yu t ph thuc c a

vo kim nh m hnh. Gi tr ca tng yu t c tnh da vo qu trnh tnh ton ra

cc nhn s ca giai on phn tch nhn t. Kt qu phn tch hi qui s c s dng

kim nh cc gi thuyt t H1 n H6 m t trn.

Trc khi kim nh kt qu nghin cu t php phn tch hi qui a bin, mi quan h

ln nhau gia cc bin trong m hnh cng cn c xem xt.

Kt qu phn tch tng quan trong Bng 4.8 cho thy tng quan ca cc bin c lp

vi bin ph thuc phn ln u c ngha mc 1% v du ca cc h s tng quan

cho thy mi quan h gia cc bin c lp vi bin ph thuc ph hp vi cc gi

thuyt t ra.

Bng 4.8: Ma trn tng quan ca 6 yu t c lp v 1 yu t ph thuc

Tnh hiu qu

Nhn thc n lc

iu kin d dng

Nhn thc ri ro

S thch th

nh hng x

hi D nh mua v

Tnh hiu qu 1.000 Nhn thc n lc .000 1.000 iu kin d dng .000 .000 1.000 Nhn thc ri ro .000 .000 .000 1.000 S thch th .000 .000 .000 .000 1.000 nh hng x hi .000 .000 .000 .000 .000 1.000D nh mua v .265** .292** .303** -.198** .372** .116 1.000** - Tng quan c ngha mc 1% (kim nh hai pha)

Sau khi phn tch tng quan, phn tch hi qui c thc hin vi 6 bin c lp bao

gm Nhn thc n lc, Tnh hiu qu, S thch th, Nhn thc ri ro, nh hng x

hi v iu kin d dng, v 1 bin ph thuc l D nh mua v. Gi tr ca cc bin

c lp v bin ph thuc c tnh da vo qu trnh tnh ton ra cc nhn s ca giai

on phn tch nhn t. Phn tch hi qui c thc hin bng phng php Enter, cc

bin c a vo cng mt lc chn lc trn cc tiu ch loi nhng bin c Sig. >

0.05. Kt qu phn tch hi qui c trnh by Bng 4.9 v Bng 4.10.

Bng 4.9: Bng tng kt cc thng s ca m hnh

Model Summary

Model R R Square Adjusted R

Square Std. Error of the Estimate

1 .662a .438 .422 .76006937a. Predictors: (Constant), Anh huong xa hoi, Dieu kien de dang, Nhan thuc rui ro, Su thich thu, Tinh hieu qua, Nhan thuc no luc

ANOVAb

Model Sum of Squares df Mean Square F Sig.

Regression 96.371 6 16.062 27.803 .000a

Residual 123.629 214 .578 1

Total 220.000 220

a. Predictors: (Constant), Anh huong xa hoi, Dieu kien de dang, Nhan thuc rui ro, Su thich thu, Tinh hieu qua, Nhan thuc no luc b. Dependent Variable: Du dinh mua ve

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Bng 4.10: Kt qu cc h s hi qui trong m hnh s dng phng php Enter

Coefficientsa Unstandardized

Coefficients Standardized Coefficients

Model B Std. Error Beta t Sig.

(Constant) -7.060E-17

.051

.000 1.000

Tinh hieu qua .265 .051 .265 5.173 .000Nhan thuc no luc .292 .051 .292 5.690 .000Anh huong xa hoi .116 .051 .116 2.255 .025Dieu kien de dang .303 .051 .303 5.921 .000Su thich thu .372 .051 .372 7.258 .000

1

Nhan thuc rui ro -.198 .051 -.198 -3.855 .000a. Dependent Variable: Du dinh mua ve

Kt qu phn tch hi qui a bin cho thy tt c 6 bin c lp u t mc ngha

5% (Sig. < 0.05). H s Beta ca 6 bin c lp th hin mc nh hng ln bin

ph thuc D nh mua v qua mng v u mang du ph hp vi gi thuyt t ra.

H s R2 hiu chnh (Adjusted R Square) bng 0.422, c ngha l 42,2% phng sai

bin ph thuc D nh mua v c gii thch bi 6 bin c lp ny.

Phng trnh hi qui th hin mi quan h gia bin ph thuc D nh mua v vi 6

bin c lp c th hin qua biu thc sau:

D nh mua v = -7.060E-17 + .265*Tnh hiu qu + .292*Nhn thc n lc +

.116*nh hng x hi + .303*iu kin d dng + .372*S thch th - .198*Nhn

thc ri ro

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Hnh 4.2: M hnh hi qui

4.8. KIM NH GI THUYT

Da trn kt qu phn tch hi qui s gii thch v kim nh cc gi thuyt a ra:

- Tnh hiu qu: Kt qu hi qui c Beta = +.265. Du (+) ca h s Beta cho thy

mi quan h gia Tnh hiu qu v D nh mua v l quan h cng chiu,

ngha l khi hnh khch cm nhn tnh hiu qu trong vic mua v qua mng l

cao th s c xu hu hng mua v qua mng v ngc li. iu ny ph hp vi

gi thuyt t ra ban u.

- Nhn thc n lc: Kt qu hi qui c Beta = +.292. Du (+) ca h s Beta cho

thy mi quan h gia Nhn thc n lc v D nh mua v l quan h cng

chiu, ngha l khi hnh khch cm nhn vic thc hin mua v qua mng l d

dng (t n lc) th h s c xu hng mua v qua mng v ngc li. iu ny

ph hp vi gi thuyt t ra ban u.

Tnh hiu qu

nh hng x hi

iu kin d dng

Nhn thc ri ro

D nh mua v

.265

.292

.303

.372

S thch th

Nhn thc n lc

.116

-.198

nh hng x hi: Kt qu hi qui c Beta = +.116. Du (+) ca h s Beta cho

thy mi quan h gia nh hng x hi v D inh mua v l cng chiu,

ngha l khi c nhiu s tc ng t nhng ngi xung quanh (gia nh v b

bn) th hnh khch c xu hng mua v qua mng hn, v ngc li. iu ny

ph hp vi gi thuyt t ra ban u.

- iu kin d dng: Kt qu hi qui c Beta = +.303. Du (+) ca h s Beta cho

thy mi quan h gia iu kin d dng v D nh mua v l cng chiu,

ngha l khi hnh khch cm nhn nhng iu kin cn thit phc v cho vic

mua v qua mng l sn c (hoc y ) th h c xu hng mua v qua mng

hn, v ngc li. iu ny ph hp vi gi thuyt t ra ban u.

- S thch th: Kt qu hi qui c Beta = +.372. Du (+) ca h s Beta cho thy

mi quan h gia S thch th v D nh mua v l cng chiu, ngha l hnh

khch c xu hng mua v qua mng khi h thch, v ngc li. iu ny ph

hp vi gi thuyt t ra ban u.

- Nhn thc ri ro: Kt qu hi qui c Beta = -.198. Du (-) ca h s Beta cho

thy mi quan h gia Nhn thc ri ro v D nh mua v l ngc chiu,

ngha l khi hnh khch cho rng vic mua v qua mng l nhiu ri ro th h

khng c xu hng mua v qua mng. Ngc li, khi hnh khch cho rng mua

v qua mng l t ri ro th h c xu hng mua v qua mng hn. iu ny ph

hp vi gi thuyt t ra ban u.

4.9 PHN TCH ANOVA

Phn ny s xem xt c hay khng s khc bit gia cc nhm ca cc bin nhn khu

hc (Tui, Gii tnh, Trnh hc vn v Ngh nghip) trong xu hng mua v qua

mng.

C s cho vic phn chia cc bin thuc tnh nh sau:

(1) Bin Tui

Nhm Di 23 thng l nhng hc sinh hoc sinh vin. Nhm ny c c im l nng ng v thch khm ph. Tuy nhin, do cha i lm nn cha c

thu nhp (hoc thu nhp thp) nn nhu cu i li bng ng hng khng l

thp, v v vy xu hng mua v qua mng khng cao.

Nhm T 23 29 l nhng ngi tt nghip i hc v i lm. Tuy nhin, cng vic cn cha tht n nh v a phn cp nhn vin. Nhm ny c nhu

cu i li bng ng hng khng tuy khng cao nhng thng hn nhm Di

23. Tuy nhin, s nng ng v thch khm ph th li khng bng nhm Di

23.

Nhm T 30 tr ln thng c cng vic n nh v c thu nhp cao. Tuy nhin, s nng ng v thch khm ph th gim i nhiu. V vy xu hng mua v

qua mng cng khng cao.

Da trn nhng phn tch trn, ta k vng khng c s khc bit trong xu hng mua

v qua mng gia cc nhm tui khc nhau.

(2) Bin Gii tnh

Bin Gii tnh bao gm Nam v N. Chng ta cng k vng khng c s khc bit

trong xu hng mua v qua mng gia 2 nhm ny.

(3) Bin Ngh nghip

Nhm Cha i lm thng khng c thu nhp (hoc thu nhp thp), dn n nhu cu i li bng ng hng khng thp, dn n xu hng mua v qua

mng cng thp.

Nhm Nhn vin vn phng thng l nhng ngi tt nghip v ang i lm, tuy nhin cng vic cha tht s n nh cng nh cha c thu nhp v v

tr cao trong cng ty. Nhm ny thng c nhu cu i li bng ng hng

khng cao hn nhm Cha i lm. Tuy nhin, nhu cu i li bng ng hng

khng ca nhm ny l khng cao, dn n h cha tht s mn m vi vic

mua v qua mng (v tn sut mua l thp).

Nhm Qun l (TP, G, QLDA,) l nhng ngi c thu nhp cao, v nhu cu i li (cng tc v i li c nhn) bng ng hng khng l cao. V v c nhu

cu i li bng ng hng khng thng xuyn nn nhm ngi ny thng c

xu hng mua v qua mng nhm tit kim thi gian hn.

Nhm Khc (Kinh doanh t do, Gio vin,...) l nhm cn li sau khi lai tr 3 nhm Cha i lm, Nhn vin vn phng, v Qun l (TP, G, QLDA,).

Nhm ny cng c k vng c nhu cu i li bng ng hng khng cao v

c xu hng mua v qua mng cao.

Vi nhng phn tch trn, ta k vng c s khc bit trong xu hng mua v qua mng

gia cc nhm ca bin Ngh nghip.

(4) Trng hp bin Trnh hc vn

Bin Trnh hc vn c phn nhm theo 4 cp bc thng thng, l Ph thng

trung hc hoc thp hn, Sinh vin i hc hoc Cao ng, Tt nghip i hc v Sau

i hc.

V mua v qua mng khng i hi nhiu k nng chuyn su (hoc chuyn mn) nn

k vng khng c s khc bit trong xu hng mua v qua mng gia cc nhm trnh

hc vn khc nhau.

4.9.1. Phn tch ANOVA trng hp bin Gii tnh

Bng 4.11: Thng k m t bin D nh mua v theo Gii tnh

Descriptives D nh mua v

95% Confidence Interval for Mean

N Mean

Std. Deviation

Std. Error

Lower Bound

Upper Bound Minimum Maximum

Nam 118 3.5339 1.00345 .09238 3.3510 3.7168 1.00 5.00N 103 3.4628 .88097 .08680 3.2906 3.6350 1.33 5.00Total 221 3.5008 .94688 .06369 3.3752 3.6263 1.00 5.00 Bng 4.12: Kt qu kim nh phng sai (Bin D nh mua v theo Gii tnh)

Test of Homogeneity of Variances D nh mua v

Levene Statistic df1 df2 Sig. 1.761 1 219 .186

Kt qu kim nh cho thy Sig = 0.186 > 0.05, nn khng c s khc bit v phng

sai ca bin D nh mua v ca 2 nhm gii tnh Nam v N. Vy phn tch ANOVA

l ph hp trong trng hp ny.

Bng 4.13: Kt qu phn tch ANOVA trng hp bin Gii tnh

ANOVA D nh mua v

Sum of Squares df Mean Square F Sig.

Between Groups .278 1 .278 .309 .579 Within Groups 196.972 219 .899

Total 197.250 220

Quoc KhanhHighlight

Quoc KhanhHighlight

Quoc KhanhHighlight

Kt qu phn tch cho thy Sig = 0.579 > 0.05. iu ny cho thy khng c s khc

bit gia Nam v N trong xu hng mua v my bay qua mng.

4.9.2. Phn tch ANOVA trng hp bin Tui

Bng 4.14: Thng k m t bin D nh mua v theo Tui



N Mean

Std. Deviat

ion Std.

ErrorLower Bound

Upper Bound Minimum Maximum

Di 23 10 3.3667 .59732 .18889 2.9394 3.7940 2.33 4.00T 23 29 159 3.4298 .94008 .07455 3.2825 3.5770 1.00 5.00T 30 tr ln 52 3.7436 .99370 .13780 3.4669 4.0202 1.00 5.00Total 221 3.5008 .94688 .06369 3.3752 3.6263 1.00 5.00 Bng 4.15: Kt qu kim nh phng sai (Bin D nh mua v theo Tui)

Test of Homogeneity of Variances BItb

Levene Statistic df1 df2 Sig. 1.045 2 218 .353


sai ca bin D nh mua v ca 3 nhm Tui: Di 23, t 23 29 v T 30 tr ln.

Vy phn tch ANOVA l ph hp trong trng hp ny.

Quoc KhanhHighlight

Bng 4.16: Kt qu phn tch ANOVA trng hp bin Tui

ANOVA BItb


Between Groups 4.047 2 2.024 2.283 .104 Within Groups 193.203 218 .886

Total 197.250 220

Kt qu phn tch cho thy Sig = 0.104 > 0.05, nn khng c s khc bit gia 3 nhm

Tui trong xu hng mua v qua mng.

4.9.3. Phn tch ANOVA trng hp bin Trnh hc vn

Bng 4.17: Thng k m t bin D nh mua v theo Trnh hc vn



N Mean

Std. Deviati

on Std.

Error Lower Bound

Upper Bound

Minimum

Maximum

PTTH hoc thp hn 13 3.6410 1.13416 .31456 2.9557 4.3264 1.00 5.00Sinh vin 28 3.2262 .87514 .16539 2.8868 3.5655 1.33 5.00i hc 124 3.4516 .96196 .08639 3.2806 3.6226 1.00 5.00Sau i hc 56 3.7143 .87485 .11691 3.4800 3.9486 1.33 5.00Total 221 3.5008 .94688 .06369 3.3752 3.6263 1.00 5.00

Bng 4.18: Kt qu kim nh phng sai (Bin D nh mua v theo Trnh hc vn)


Levene Statistic df1 df2 Sig. .911 3 217 .436


sai ca bin D nh mua v ca 4 nhm Trnh hc vn (PTTH hoc thp hn, Sinh

vin, i hc v Sau i hc). Vy phn tch ANOVA l ph hp trong trng hp

ny.

Bng 4.19: Kt qu phn tch ANOVA trng hp bin Trnh hc vn

ANOVA D nh mua v



Total 197.250 220

Kt qu phn tch cho thy Sig = 0.120 > 0.05, nn khng c s khc bit v mc

quan trng ca D nh mua v i vi 4 nhm Trnh hc vn.

4.9.4. Phn tch ANOVA trng hp bin Ngh nghip

Bng 4.20: Thng k m t bin D nh mua v theo Ngh nghip



N Mean

Std. Deviat

ion Std.

ErrorLower Bound

Upper Bound

Minimum

Maximum

Cha i lm 38 3.1930 .83695 .13577 2.9179 3.4681 1.33 5.00Nhn vin vn phng 97 3.4433 .98216 .09972 3.2454 3.6412 1.00 5.00Qun l (TP, G, QLDA,) 39 3.7179 .97794 .15660 3.4009 4.0350 1.00 5.00Khc (Kinh doanh t do, Gio vin,)

47 3.6879 .87201 .12720 3.4319 3.9440 1.00 5.00

Total 221 3.5008 .94688 .06369 3.3752 3.6263 1.00 5.00 Bng 4.21: Kt qu kim nh phng sai (Bin D nh mua v theo Ngh nghip)


Levene Statistic df1 df2 Sig. .946 3 217 .419

Kt qu kim nh cho thy Sig. = 0.419 > 0.05, nn khng c s khc bit v phng

sai ca bin D nh mua v theo 4 nhm ca bin Ngh nghip l: Cha i lm, Nhn

vin vn phng, Qun l (TP, G, QLDA,) v Khc (Kinh doanh t do, Gio

vin,). Vy phn tch ANOVA l ph hp trong trng hp ny.

Bng 4.22: Kt qu phn tch ANOVA trng hp bin Ngh nghip

ANOVA D nh mua v



Total 197.250 220

Kt qu phn tch cho thy Sig. = 0.040 < 0.05 nn c s khc bit gia 4 nhm Ngh

nghip trong xu hng mua v qua mng. Ta tip tc la chn so snh Dunnett tm

xem cc nhm no c s khc bit vi nhau.

Bng 4.23: So snh Dunnett khi chn nhm Cha i lm lm chun

Multiple Comparisons D nh mua v Dunnett t (2-sided)

95% Confidence Interval

(I) Nghenghiep (J) Nghenghiep

Mean Difference

(I-J) Std.

Error Sig. Lower Bound

Upper Bound

Nhn vin vn phng Cha i lm .25032 .17900 .345 -.1696 .6702Qun l (TP, G, QLDA,) Cha i lm .52497* .21320 .037 .0248 1.0251Khc (Kinh doanh t do, Gio vin,)

Cha i lm.49496* .20405 .041 .0163 .9736

*. The mean difference is significant at the 0.05 level.

Bng 4.24: So snh Dunnett khi chn nhm Khc lm chun

Multiple Comparisons D nh mua v Dunnett t (2-sided)

95% Confidence Interval

(I) Nghenghiep (J) Nghenghiep

Mean Difference

(I-J) Std.

Error Sig. Lower Bound

Upper Bound

Cha i lm Khc -.49496* .20405 .042 -.9768 -.0131Nhn vin vn phng Khc -.24464 .16623 .319 -.6372 .1479Qun l (TP, G, QLDA,) Khc .03001 .20260 .998 -.4484 .5084 *. The mean difference is significant at the 0.05 level.

Da trn kt qu phn tch ca 2 bng 4.23 v 4.24, ta thy c s khc bit gia nhm

l Cha i lm v Qun l (TP, G, QLDA,), gia nhm Cha i lm v Khc

(Kinh doanh t do, Gio vin,) trong xu hng mua v qua mng.

Do so snh Dunnett ch chn c 2 nhm l Cha i lm v Khc (Kinh doanh t do,

Gio vin,) lm chun so snh vi cc nhm cn li, nn ta khng th so snh

c 2 nhm l Nhn vin vn phng v Qun l (TP, G, QLDA,). lm c

iu ny ta dng kim nh T-test cho 2 nhm ny.

Bng 4.25: Kim nh T-test 2 nhm Nhn vin vn phng v Qun l

Independent Samples Test Levene's Test

for Equality of Variances t-test for Equality of Means

95% Confidence Interval of the

Difference F Sig. t df

Sig. (2-

tailed)

Mean Differe

nce

Std. Error Difference Lower Upper

Equal variances assumed

.230 .633 -1.477 134 .142 -.27465 .18600 -.64252 .09322D nh mua v

Equal variances not assumed

-1.479 70.482 .143 -.27465 .18565 -.64488 .09558

Kt qu T-test cho thy khng c s khc bit trong xu hng mua v qua mng gia 2

nhm Nhn vin vn phng v Qun l (TP, G, QLDA,)

Da trn kt qu phn tch ca 3 bng 4.23, 4.24 v 4.25 ta thy c s khc bit trong

xu hng mua v qua mng gia nhm l Cha i lm v Qun l (TP, G,

QLDA,), gia nhm Cha i lm v Khc (Kinh doanh t do, Gio vin,).

Kt hp vi bng thng k m t 4.20 trn, c th thy nhng ngi trong nhm

Qun l (TP, G, QLDA,) v Khc (Kinh doanh t do, Gio vin,) c xu hng

mua v qua mng hn nhng ngi thuc nhm Cha i lm. iu ny ph hp thc

t khi m nhng ngi trong 2 nhm Qun l (TP, G, QLDA,) v Khc (Kinh

doanh t do, Gio vin,) thng gi nhng chc v cao trong cng vic hoc c thu

nhp cao v mong mun tit kim thi gian trong vic mua v nn h c xu hng mua

v qua mng hn nhng ngi trong nhm Cha i lm.

Tm tt

Chng ny tin hnh cc bc sau:

- Kim nh thang o cc yu t xut hin trong m hnh bng vic kim tra

tin cy thng qua h s Cronbachs Alpha v kim tra gi tr thng qua phn

tch nhn t khm ph. Kt qu phn tch nhn t th c 6 yu t c lp l Tnh

hiu qu, Nhn thc n lc, nh hng x hi, iu kin d dng, S thch th

v Nhn thc ri ro v 1 yu t ph thuc l D nh mua v.

- Kt qu phn tch hi qui a bin ca m hnh cho thy c 6 yu t trn u c

nh hng n D nh mua v ca hnh khch. Th t nh hng n yu t

D nh mua v t cao n thp ca 6 yu t ny ln lt l: S thch th, iu

kin d dng, Nhn thc n lc, Tnh hiu qu, Nhn thc ri ro v nh hng

x hi.

- Kim nh li cc gi thuyt ca m hnh nghin cu hiu chnh cho thy c 6

gi thuyt u c chp nhn.

- Trong nghin cu, cng c xem xt c hay khng c s khc bit trong mc

quan trng ca D nh mua v i vi cc nhm khc nhau ca cc bin Gii

tnh, Tui v Trnh hc vn.

CHNG 5: KT LUN

5.1. KT QU NGHIN CU

Mc tiu ca nghin cu l xc nh cc yu t nh hng n d nh mua v my

bay qua mng ca hnh khch v xem xt s khc bit gia cc nhm i tng thuc

cc thnh phn nhn khu hc trong xu hng mua v my bay qua mng. Nghin cu

nhm gip cc doanh nghip hng khng cng nh cc c quan c lin quan ra

nhng chnh sch ph hp nhm ci thin v nng cao hiu qu h thng bn v qua

mng.

Nghin cu c tin hnh qua hai bc: (1) nghin cu s b thc hin k thut phng

vn su 01 nhn vin ca hng hng khng Vietnam Airlines, 01 nhn vin ca hng

hng khng Jetstar Pacific v 08 khch hng thng xuyn ca 2 hng hng khng ny

v (2) nghin cu chnh thc thc hin k thut phng vn bng bng cu hi. Mu

c ly theo phng php thun tin. i tng ly mu l cc hnh khch ca cc

hng hng khng ni a ang sinh sng v lm vic ti Tp.HCM.

Thang o cc yu t nh hng n d nh mua v my bay qua mng c k tha

t nghin cu ca Mohsen Manzari (2008). Thang o c kim nh bng phng

php nh gi tin cy thng qua h s Cronbachs Alpha v phn tch nhn t khm

ph.

Qu trnh phn tch kt qu trong nghin cu nh lng c thc hin thng qua s

h tr EXCEL v SPSS.

Kt qu nghin cu cho thy:

5.1.1. V thang o

Kt qu kim tra tin cy cho thy h s Cronbachs Alpha ca cc thang o ca cc

yu t trong m hnh nghin cu u t yu cu ln hn 0.6.

Kt qu phn tch nhn t cho thy cc bin quan st trong cc thang o khng c s

thay i.

5.1.2. V m hnh l thuyt

M hnh nghin cu xut ban u l m hnh ca Mohsen Mazari (2008). M hnh

ny bao gm 8 yu t l: Tnh hiu qu, Nhn thc n lc, nh hng x hi, iu

kin d dng, S thch th v Nhn thc ri ro, Tit kim thi gian v Tit kim chi

ph.

Tuy nhin, sau giai an nghin cu s b lai b 2 yu t l Tit kim thi gian v

Tit kim chi ph.

M hnh xut sau giai an nghin cu nh tnh c 6 yu t l: Tnh hiu qu, Nhn

thc n lc, nh hng x hi, iu kin d dng, S thch th v Nhn thc ri ro.

Sau khi phn tch nhn t khm ph th cc yu t ny vn c gi nguyn.

5.1.3. V kt qu

Phn tch hi qui cho thy cc yu t nh hng n d nh mua v my bay qua

mng ca hnh khch t cao n thp bao gm: S thch th, iu kin d dng, Nhn

thc n lc, Tnh hiu qu, Nhn thc ri ro v nh hng x hi. Cc h s hi qui

u c ngha thng k mc 5% v ph hp vi cc gi thuyt t ra.

M hnh nghin cu cho thy 6 yu t trong m hnh gii thch c 42.2% s bin

ng ca bin ph thuc D nh mua v.

5.2. KIN NGH

Phn tch hi qui cho thy cc yu t nh hng n d nh mua v my bay qua

mng ca hnh khch t cao n thp bao gm: S thch th, iu kin d dng, Nhn

thc n lc, Tnh hiu qu, Nhn thc ri ro v nh hng x hi, vi h s beta ln

lt l: 0.373, 0.303, 0.292, 0.265, -0.198 v 0.116. V kha cnh kinh doanh, nghin

cu ny cung cp mt s thng tin quan trng cho cc doanh nghip hng khng nh

sau:

(1) S thch th ng vai tr quan trng nht trong d nh mua v qua mng ca hnh

khch. V vy vic tng cng cc chng trnh marketing nhm vo s thch ca hnh

khch l rt cn thit.

(2) iu kin d dng ng vai tr quan trng th hai trong d nh mua v ca hnh

khch. iu kin d dng bao hm c nhng yu t ch quan ca hnh khch nh

kin thc v h thng bn v, my tnh v c kt ni internet v phng tin thanh

tan, v nhng yu t khch quan nh s sn c ca nhng ti liu ch dn v vic s

dng h thng bn v v nhng ngi tr gip trc tuyn. V vy vic tng cng ph

bin kin thc, cung cp thm cc ti liu hng dn s dng, v h tr trc tuyn cho

khch hng cn c ch trng hn. Mt iu quan trng m cc doanh nghip hng

khng cn quan tm l ci thin kh nng thanh tan cho khch hng v kt qu thng

k cho thy ch c 61.8% khch hng c phng vn c cc lai th tn dng c kh

nng thanh tan trc tuyn.

(3) Nhn thc n lc c nh hng cng chiu n d nh mua v. Nhn thc n lc l

s nhn thc v kh nng thc hin vic mua v ca hnh khch, lin quan n cc k

nng thc hin vic mua v v mc kh d ca cc thao tc trong qu trnh t

mua v. V vy cc hng hng khng cn ch ti vic n gin ha cc thao tc trong

h thng.

(4) Tnh hiu qu cng c nh hng cng chiu ln d nh mua v. Hnh khch k

vng h thng bn v qua mng s gip h mua c v nhanh hn v d dng hn. V

vy vic ci tin giao din, rt ngn cc bc (nu c th), trong qu trnh t mua

v nn c quan tm nhm nng cao hiu qu ca h thng.

(5) Nhn thc ri ro c quan h ngc chiu vi d nh mua v. iu ny ph hp thc

t, v mua v qua mng c th dn n vic l thng tin c nhn v mt s thng tin

quan trng khc (s ti khan th tn dng v mt m) ca hnh khch trong qu trnh

thanh tan qua h thng ny. S lo s b nh cp s ti khan v mt m ti khan

ngn hng m khch hng s dng thanh tan l rt ln. V vy vic ci thin kh

nng bo mt v gim thiu ri ro ca h thng bn v l ht sc cn thit v cp bch

hin nay. Cng ty cng nn c cc chnh sch cam kt bo mt v bi thng thit hi

cho khch hng trong trng hp cc thng tin c nhn hoc cc thng tin lin quan

ca khch hng b l do li t pha h thng ca cng ty.

(6) nh hng x hi c quan h cng chiu vi d nh mua v. Khch hng c xu

hng mua v qua mng khi nhn c nhiu s ng h ca nhng ngi xung quanh,

v ngc li. iu ny mang hm n cc doanh nghip l nn tng cng cc

chng trnh marketing cho h thng bn v qua mng. Chng trnh marketing nn

nhm n cc i tng s dng trc tip v c nhng ngi c nh hng n ngi

s dng trc tip nh gia nh v b bn.

5.3. HN CH CA NGHIN CU V HNG NGHIN CU TIP THEO

Mc d rt c gng, nhng nghin cu vn cn mt s hn ch:

- Hn ch u tin thuc v mu nghin cu c chn theo phng php thun

tin do d liu thu thp c c th c tin cy cha cao. Phng php ny

d thc hin v t tn km nhng l phng php c tin cy thp v tnh i

din. Kt qu nghin cu s c tin cy cao hn nu cc nghin cu tip theo

lp li nghin cu ny vi k thut chn mu theo xc sut.

- Hn ch th hai l m hnh nghin cu ch gii thch c vn nghin cu

mc 42.2% khi nhn rng ra tng th. Nguyn nhn c th do cn mt s yu

t khc cha c a vo m hnh nghin cu, hoc do kch thc mu cha

ln. Kt qu nghin cu c th s tt hn nu cc nghin cu tip theo tp

trung vo hng tm cc yu t khc c nh hng n d nh mua v my bay

qua mng.

- Sau cng, nghin cu ch tp trung vo i tng cha tng mua v qua mng,

nn khng th c c s so snh s khc bit trong d nh mua v ca 2

nhm i tng l nhng ngi tng mua v qua mng v nhng ngi cha

tng mua v qua mng.

l nhng hn ch ca ti v cng l hng cho cc nghin cu tip theo.

TI LIU THAM KHO

1. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social

behavior. Englewood Cliffs, NJ: Prentice-Hall.

2. Ajzen, I. (1991). The theory of planned behavior. Org. Behav. Hum. Decis.

Process. 50, 179-211.

3. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An

introduction to theory and research. Reading, MA: Addison-Wesley.

4. Davis, Fred (1989), Perceived usefulness, perceived ease of use, and user

acceptance of information technology, MIS Quarterly, 13 (3), pp. 319-40

5. Hong Trng & Chu Nguyn Mng Ngc (2008), Phn tch d liu nghin cu vi

SPSS, nh xut bn Hng c.

6. Mitra Karami (2006), Factors influencing adoption of online ticketing, Lulea

University of Technology.

7. Mohsen Manzari (2008), Intention to use Internet Reservation Systems by Iranian

Airline Passengers, Lulea University of Technology

8. Teo, T. S. H. (2001), Demographic and Motivation variables associated with

Internet Usage Activities, Internet Research: Electronic Networking Applicaitions and

Policy, 11 (2), pp. 125-37

9. Venkatesh, V., Morris, M.G., Davis, G.B., and Davis, F.D. User Acceptance of

Information Technology: Toward a Unified View, MIS Quarterly (27:3), 2003, 425-

478

10. Williamson, Oliver E. (1975), Markets and Hierarchies, Analysis and Antitrust

Implications: A study in the Economics of Internal Organizations, Free Press, New

York.

11. Cc website:

http://www.mbavn.org/

http://vi.wikipedia.org/

http://www.mpi.gov.vn/

http://www.vvenkatesh.com/default.asp

http://people.umass.edu/

http://statsoft.com/textbook/stathome.html

PH LC PH LC 1: DN BY THO LUN

DN BI THO LUN Xin cho Anh/Ch, Ti tn Trn Tr Dng, hc vin cao hc ngnh Qun tr kinh doanh, khoa QLCN trng i hc Bch Khoa Tp.HCM.

Hin nay ti ang tin hnh lm lun vn tt nghip vi ch chnh l tm hiu v o lng cc yu t nh hng n d nh mua v my bay qua mng ca hnh khch Vit Nam. Ni dung bui tho lun rt quan trng vi ti. Kt qu nghin cu s gip ch cho cc doanh nghip hng khng a ra cc gii php ti u trong vic pht trin h thng bn v qua mng, t mang li nhiu li ch hn cho khch hng.

Trong cuc tho lun ny, khng c quan im hay thi no l ng hay sai m tt c u l cc thng tin hu ch vi ti. Do vy, ti rt mong nhn c s hp tc chn tnh nht ca Anh/Ch.

1. Thng thng Anh/Ch mua v my bay bng cch no? Theo Anh/Ch th u v nhc im ca phng php ny l g?

2. Anh/Ch c ngh rng nn c mt cch bn v no khc thun tin cho hnh khch hn khng? Ti sao?

3. Anh/Ch c bit rng mt s hng hng khng c h thng bn v qua mng khng? l nhng hang no (trong trng hp Anh/Ch bit)? Anh/Ch c ngh rng phng php bn v mi ny s gip Anh/Ch mua v mt cch d dng v nhanh chng hn? Ti sao?

4. Theo Anh/Ch cc yu t sau y c nh hng n d nh mua v my bay qua mng (hay vic s dng h thng t v qua mng) hay khng? Vui lng sp xp

Luan Van Cac Yeu to Anh Huong Den Du Dinh Mua Ve May Bay Qua Mang 9508

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Transcript of Luan Van Cac Yeu to Anh Huong Den Du Dinh Mua Ve May Bay Qua Mang 9508