VanLuong.blogspot.com MTXT

7/31/2019 VanLuong.blogspot.com MTXT

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B GIO DC V O TO

KHOA QUC T - I HC QUC GIA H NI

---------------------------------------

NGUYN MINH NGC

NH HNG CA DCH V SAU MUA TI NH MUA

(BUYING INTENTION) CA KHCH HNG I VI MT

HNG MY VI TNH XCH TAY

NGHIN CU KHOA HC

H Ni, nm 2010

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Li cm n

hon thnh nghin cu ny ti xin chn thnh cm n:

Qu thy, c Khoa Quc T i hc quc gia H Ni tn tnh ng gp kin cho binghin cu trong qu trnh thc hin ti nghin cu. c bit l tin s o Tng ging vin KhoaQuc T truyn t v mt kin thc cng nh hng dn v mt phng php khoa hc v nidung ca ti nghin cu.

Tp th cn b th vin Khoa Quc T gip nhit tnh trong qu trnh tra cu ti liuphc v cho ti nghin cu.

Cui cng, ti xin cm n gia nh v bn b lp cao hc Marketing tham gia ng gp htr trong sut thi gian thc hin ti nghin cu ny.

Trong qu trnh nghin cu, mc d c gng tham kho ti liu, trao i tip thu kin cathy c, bn b nhng nghin cu cng kh trnh khi thiu st. Mong nhn c kin ng gp tqu thy c.

Qua y, ti cng xin cam oan rng nghin cu ny l cng trnh ca bn thn v khng saochp li t nghin cu no.

Trn trng.

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Mc lc

Li cm n ............................................................................................................................................. Error: Reference source not found

Mc lc ....................................................................................... Error: Reference source not found

Danh mc hnh ................................................................................ Error: Reference source not found

Danh mc bng ...................................................................................................................................... Error: Reference source not found

Danh mc cc t vit tt......................................................................................................................... Error: Reference source not found

Tm tt ............................................................................................ Error: Reference source not found

Chng 1: Gii thiu

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Danh mc bng

Bng 1: mu nghin cu

Bng 2: ch s Cronbach Alpha ca thang o bin nhn thc tnh hu dng

Bng 3: ch s Cronbach Alpha ca thang o bin nim tin

Bng 4: ch s Cronbach Alpha ca thang o bin nhn thc tnh d dng s dng

Bng 5: ch s Cronbach Alpha ca thang o bin thi

Bng 6: ch s Cronbach Alpha ca thang o bin nhn thc kim sot hnh vi

Bng 7: ch s Cronbach Alpha ca thang o bin chun ch quan

Bng 8: ch s Cronbach Alpha ca thang o bin nhn thc ri ro

Bng 9: ch s Cronbach Alpha ca thang o bin nh hnh vi

Bng 10: Tm tt kt qu kim nh thang o

Bng 11: bng cho sinh vin v gii tnh

Bng 12: bng tn sut thu nhp

Bng 13: bng tn sut gii tnh

Bng 14: Bng tn sut sinh vin

Bng 15: bng tn sut dch v sau mua

Bng 16: bng kim tra ch s KMO v mc ngha Barlett ca bin nhn thc tnh hu dng

Bng 17: bng phn tch phng sai trch ca bin nhn thc tnh hu dng

Bng 18: bng kim tra ch s KMO v mc ngha Barlett ca bin nhn thc tnh d dng s

Bng 19: bng phn tch phng sai trch ca bin nhn thc tnh d dng s dng

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Bng 20: bng kim tra ch s KMO v mc ngha Barlett ca bin nim tin

Bng 21: bng phn tch phng sai trch ca bin nim tin

Bng 22: bng kim tra ch s KMO v mc ngha Barlett ca bin thi

Bng 23: bng phn tch phng sai trch ca bin thi

Bng 24: bng kim tra ch s KMO v mc ngha Barlett ca bin nhn thc kim sot hnh vi

Bng 25: bng phn tch phng sai trch ca bin nhn thc kim sot hnh viBng 26: bng kim tra ch s KMO v mc ngha Barlett ca bin nhn thc ri ro

Bng 27: bng phn tch phng sai trch ca bin nhn thc ri ro

Bng 28: bng kim tra ch s KMO v mc ngha Barlett ca bin nh hnh vi

Bng 29: bng phn tch phng sai trch ca bin nh hnh vi

Bng 30: cc gi thuyt cn c kim nh

Bng 31: mc ngha ca h s tng quan

Bng 32: ch s tng quan gia cc bin nh hng bin thi Bng 33: bng hi quy cc bin nh hng ti thi

Bng 34: bng h s cc bin nh hng ti thi

Bng 35: ch s tng quan gia cc bin nh hng bin d nh hnh vi

Bng 36: bng hi quy cc bin nh hng ti d nh hnh vi.

Bng 37: bng h s cc bin nh hng ti nh hnh vi.

Bng 38: kt qu kim nh gi thuyt

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Danh mc hnh

Hnh 1: cu trc bi nghin cu

Hnh 2: m hnh thuyt chp nhn cng ngh bng ting Anh

Hnh 3: m hnh thuyt chp nhn cng ngh bng ting Vit

Hnh 4: m hnh thuyt hnh ng hp l bng ting Vit

Hnh 5: m hnh thuyt hnh ng hp l bng ting Anh

Hnh 6: m hnh thuyt hnh vi d nh ting Vit

Hnh 7: M hnh thuyt hnh vi d nh ting Anh

Hnh 8: m hnh thuyt nhn thc ri ro bng ting Vit

Hnh 9: m hnh gi thuyt ngh nghin cu l thuyt

Hnh 10: s m t cc bc s thc hin trong nghin cu

Hnh 11: m hnh gi thuyt

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Danh mc cc t vit tt

ATT: thi

BE: nim tin

INT: nh hnh vi

MTXT: my tnh xch tay

PU: nhn thc tnh hu dng

PEU: nhn thc tnh d dng s dng

PBC: Nhn thc kim sot hnh vi

PRP: nhn thc ri ro

SN: chun ch quan

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Tm tt

Nghin cu ny xem xt nh hng ca dch v hu mi di kha cnh cc yu t hnh

vi ln d nh tiu dng ca sinh vin i vi my tnh xch tay. Cc yu t hnh vi ny baogm nhn thc tnh hu dng, nim tin, nhn thc tnh d dng s dng, thi , chun ch

quan, nhn thc kim sot hnh vi, nhn thc ri ro v nh hnh vi. Qua nghin cu cng

o lng cc thang o cc yu t hnh vi ny, xy dng cc gi thuyt th hin s nh hng

ca cc yu t hnh vi ln nh hnh vi.

Da trn c s l thuyt ca cc thuyt v hnh vi c xy dng bi cc nh nghin

cu trn th gii, m hnh l thuyt c a ra v thang o lng cho cc khi nim trong

m hnh cng c xy dng v kim nh. Nghin cu nh lng chnh thc vi c mu 326

c thc hin nhm kim nh thang o v cc gi thuyt.

Kt qu kim nh cho thy tin cy ca thang o v 5 trong s 6 gi thuyt c

chp nhn. Trong , thi i vi dch v sau mua c nh hng nhiu nht ln nh tiu

dng my tnh xch tay ca sinh vin, tip theo l nhn thc kim sot hnh vi v nhn thc ri

ro. Ngoi ra th nhn thc tnh hu dng v dch v sau mua c tc ng mnh hn ln thi

so vi nim tin vo dch v sau mua.

Kt qu nghin cu gp phn vo thc tin trong vic xy dng thang o nh gi s

nh hng ca cc yu t hnh vi ln nh tiu dng my tnh xch tay ca sinh vin di s

tc ng ca dch v sau mua.

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Chng 1: Gii thiu

1. Hin trng ca lnh vc lin quan n vn cn nghin cu

Nm 2009 c xem l mt nm thng hoa ca th trng my tnh xch tay (MTXT)

trn th gii. Ch tnh ring netbook doanh s tng 103%, tc hn gp i so vi nm 2008

theo bo lao ng in t (laodong.com.vn). Cn th trng Vit Nam ni ring d 2009 l

nm suy thoi th: th trng my tnh Vit Nam (VN) nm 2009 c cho rng c mc tng

kh, t 20%-25%. Tuy nhin trong , mng MTXT c mc tng trng cao hn, ln n 70%

so vi nm trc. Theo ng Quang Dng, Cng ty c phn Dng Sn Lan (H Ni) nhn

nh Nm 2009 th trng cng chng kin vic phn khc Laptop ln sn my tnh bn.

Nu nh nm 2007, t l my tnh bn bn ra l 70% v Laptop l 30% th nm 2010, d

on s Laptop bn ra s chim 52% trong khi vi my tnh bn s ch l 48%... V mt

trong nhng th phn ang chim u th v c xu hng tng mnh trong nhng nm ti l

th phn sinh vin (ngun:http://phapluattp.vn/2010032205347328p1059c1051/thi-truong-may-tinh-xach-tay-huong-ve-tinh-le.htm )

T chng ta c th thy c th trng MTXT i vi sinh vin Vit Nam ang

rt tm nng v tng trng vi mt tc rt nhanh. Rt nhiu cng ty ln nh Sony, Dell,

HP, vn vn tung ra rt nhiu chin lc marketing nhm thu ht v chim lnh th trng

sinh vin Vit Nam.

2. Vn nghin cu

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Mc cnh tranh trong mi trng kinh doanh ngy cng cao, cc nh sn xut v nh

cung cp ra sc tm cch thu ht khch hng mua v s dng sn phm cng nh dch v ca

mnh bng cch ch trng vo cc dch v sau mua, c bit l trong lnh vc ngnh hng in

t in hnh l my tnh xch tay. V vy, hiu c khch hng mong mun iu g t nhng

dch v sau mua v dch v sau mua c nh hng nh th no ti hnh vi mua ca ngi tiu

dng l rt quan trng. iu gip cc nh cung cp a ra nhng dch v thch hp vi

mong mun v nhu cu ca khch hng.

3. Cu hi nghin cu

Da trn nhng vn va c cp trn, mc ch ca bi nghin cu ny l gii

thch tm quan trng v s nh hng ca dch v sau mua ti d nh mua ca sinh vin ivi mt hng my vi tnh xch tay. T , xc nh yu t c nh hng ti dch v sau mua v

ng vai tr quyt nh trong d nh mua ca sinh vin. t c nhng thng tin lin quan

v cn thit cho bi nghin cu th nhng cu hi sau c t ra:

Cu hi nghin cu th nht: dch v hu mi (dch v sau mua) l g? i vi sinh

vin dch v hu mi ca ngnh hng my vi tnh xch tay bao gm nhng g?

Cu hi nghin cu th 2: trn c s cm nhn ca khch hng v cc dch v sau mua

s nghin cu cc yu t chi phi nh tiu dng my tnh xch tay ca sinh vin

(BUYING INTENTION) do nh hng ca dch v sau mua l nhng yu t no?

Cu hi nghin cu th 3: mc nh hng ca nhng yu t ti nh tiu dng

my tnh xch tay ca sinh vin nh th no?

4. Mc ch ca bi nghin cu

Tm hiu v dch v sau mua v nhng yu t lm nn dch v sau mua ca mt hng

my vi tnh xch tay H Ni.

Nghin cu v mi tng quan gia cc yu t nh hng ti nh mua (intention)

my tnh xch tay ca ngi sinh vin di tc ng ca dch v sau bn hng hay cn c

gi l dch v sau mua. T tm ra yu t no l quan trng nht, mang tnh quyt nh dn ti

nh mua my tnh xch tay ca sinh vin.11


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Da vo kt qu nghin cu, c th a ra mt s xut, cng nh gii php c th

gip cc nh sn xut cng nh cc nh cung cp cc sn phm in t m c th l sn phm

my tnh xch tay trong vic a ra nhng chin lc marketing hay chin lc truyn thng

nng cao nhn thc v dch v sau bn hng ca my tnh xch tay nhm nng cao nh tiu

dng my tnh xch tay ca sinh vin.

5. Phm vi nghin cu

Thc hin nghin cu i vi sn phm l my vi tnh xch tay v a im thc hin

nghin cu l cc trng i hc nm trn a bn thnh ph H Ni.

6. Cu trc ca bi nghin cu:

Chng 1

Chng 2

Chng 3

Chng 4

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Gii thiu

Nn tng l thuyt

Phng php nghincu

Phn tch d li u


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Chng 5

Hnh 1: cu trc bi nghin cu

Chng 2: Nn tng l thuyt

1. Khi nim cc thut ng

Nhn thc tnh hu dng l mc m mt ngi tin rng bng cch s dng mt h

thng hay cng c c th no s nng cao hiu sut cng vic ca mnh. Ngun: Davis(1989).

Nhn thc tnh d dng s dng l mc m mt ngi tin rng bng cch s dng

mt h thng hay cng c c th no s khng phi b ra nhiu n lc (n lc y bao

gm: tin bc, thi gian, cng sc). Ngun: Davis (1989).

Nim tin l nhng g ngi ta bit hoc d on v i tng (thng c bc bch

qua cc tuyn b). Ngun: Fishbein-Ajzen (1975).

Thi lnhm ti din t cm nhn ca mt ngi hng ti mt i tng no

m h quan tm. Ngun: Fishbein-Ajzen (1975).

Kim sot hnh vi cm nhn l nim tin ca mt ngi v s kh khn hay d dng ra

sao trong vic thc hin mt hnh vi. Ngun: Ajzen (1991).

Chun tc ch quan cp n sc p x hi c cm nhn thc hin hay khng

thc hin mt hnh vi c th no . Ngun: Fishbein-Ajzen (1975). Ngoi ra chun ch quancn c nh ngh bi Ajzen (1991) l cm nhn ca cc c nhn v nhng ngi khc quan

trng trong mi trng sng ca h mong mun h ng x theo mt cch thc nht nh.

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Kt lun Gii php


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Nhn thc ri ro lin quan n sn phm/ dch v l cc dng nhn thc ri ro lin quan

n sn phm, dch v nh l mt tnh nng, tn chi ph, thi gian, mt c hi i vi sn phm

hay dch v c th. Ngun Bauer (1960).

Xu hng hnh vi/ d nh hnh vi l s sn sng thc hin mt hnh vi c th no .

Ngun Davis v mt s nh nghin cu khc (1989).

2. Dch v khch hng, dch v sau bn hng, dch v sau mua:

Theo Tore v Uday (2003) th cung cp cc dch v sau bn hng l rt quan trng i

vi khng nhng khch hng m cn cho c cng ty. Theo thng l, nh cung cp ch h tr ccdch v nh bo tr v sa cha. Tuy nhin, phm vi dch v h tr sn phm sau khi mua

m rng trong nhiu thp k qua. N cng bao gm cc kha cnh nh ci t, o to, bo tr

v cc dch v sa cha, cung cp ti liu hng dn, cung cp ph tng, nng cp sn phm,

phn mm, v chng trnh bo hnh, s in thoi h tr

Cc dch v h tr sau bn hng dnh cho mt sn phm bao gm cc yu t nh iu

khon bo hnh, hp ng cung cp dch v sa cha sn c hay m rng, cc hnh thc cho

vay, s in thoi min ph h tr (Arvinder, 1996)

Theo gi thuyt ca Goffin (1999) dch v sau mua bao gm:

Lp rp

Ci t

User training

Ti liu hng dn s dng

Bo tr v sa cha

H tr trc tuyn

Bo hnh

Nng cp

Theo Timothy (1999), th dch v sau mua bao gm:

Ci t

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Training

Bo tr nh k (routine maintenance)

Sa cha ngay lp tc (emergency repair)

Cung cp cc b phn km theo (part supply)

Dch v phn mm (software service)

Trong th Goffin (1999) gii thch hon thin hn, l c by yu t ca dch v h

tr sau bn hng c cung cp cho khch hng trong sut vng i ca cc sn phm nh sau:

Ci t: i vi nhiu sn phm, yu t u tin h tr sn phm sau bn hng l ci

t. iu ny thng c thc hin cho cc sn phm phc tp (v d nh h thng my tnh),

hoc lin quan n vn an ton (v d nh cc thit b y t). Ngy cng nhiu, nhng sn

phm thit k cho php khch hng ca mnh c th t ci t v cc nh sn xut phi i mt

vi th thch trong vic thc hin iu ny. Mt v d rt hay v tm quan trng ca s ci t

d dng l nm 1990 IBM nhn ra rng khch hng my tnh c nhn ca h mun c th t m

sn phm ra v th n mt cch nhanh chng. iu ny dn n sn phm cn phi c ci t

sn phn mm v c th c m gi, lp rp, bt ln v c s dng trong vng nm pht

(Haug, 1990). D ci t cng c th c xem mt yu t quan trng trong cc lnh vc nh

sn phm mng, hoc h thng my tnh.

Tp hun khch hng: S phc tp ca mt s loi thit b i hi cc nh sn xut

tp hun tt cho ngi s dng. V d, nhn vin bnh vin cn phi c o to tt trong

vic s dng cc thit b chm sc y t quan trng v thc hin thnh cng ca qu trnh imi, nh trang thit b sn xut mi, ph thuc vo s m rng o to ang c a ra trong

mt thi gian di. Nhiu sn phm my tnh bao gm c cc chc nng gip ngi x

dng tm hiu v s dng chng hiu qu hn; nhng iu ny c th bao gm t cc chc nng

HELP trong my vi tnh, o to y cc gi nh l c cung cp bi nh sn xut nh

IBM. Tuy nhin, chi ph o to c th vn cn rt cao, phi u t mt lng ng k tin bc

trong vic o to nhn vin ca h trong vic s dng hiu qu ca my tnh c nhn. i vi

sn phm n gin hn, o to l khng cn thit v chi tit v cc hot ng sn phm ny

thng c a ra trong ti liu hng dn ngi s dng.

Bo tr v sa cha. Trong lch s, bo tr v sa cha l yu t quan trng ca h tr

sn phm, yu cu cc cng ty phi u t mt ngun lc ng k. V d, h thng my tnh

cho cc t chc ti chnh cn phi cung cp hoc trang thit b rt ng tin cy (thm ch khng

bao gi tht bi), hoc c th p ng mt cch nhanh chng tin hnh sa cha. Mt cch

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t c phn ng nhanh l cung cp cho khch hng mn nhng thit b thay th trong

trng hp c s c. Mt chin lc khc bo tr v sa cha l thit k sn phm dng mt

ln; phng php c s dng bi mt s cng ty v ng h, ngn uc v cc sn phm

khc. Trong trng hp chi ph sa cha khng vt qu mt t l ng k chi ph thay th sn

phm, c sn phm sa cha l chin lc tt nht cho cc cng ty. i vi sn phm sa cha

n rt hp l cc cng ty tin hnh chn on tt- l phng tin hiu qu kim tra v

nhng h hng v xc nh nhng nguyn nhn. Tuy nhin, nhng ni m sn phm ang tr

nn r hn v ng tin cy, nh trng hp ca my vi tinh, dch v ang tr nn km kh thi.

sa cha thit b b li, cc cng ty cn c mt chui cung ng hiu qu v ph tng, cc b

phn c s dng trong sa cha. Mt s cng ty tp trung mnh vo lnh vc ny, t

c li th hn i th cnh tranh ca h.

Bo tr cn c thc hin lm sch, tn trang hoc thay th cc b phn ca thit b

m nu khng s b h hng. Phn c kh, v d, bnh thng i hi phi bo tr thng xuyn

nh trong trng hp ca xe hi. Trong lnh vc my tnh, ni m t c lin quan n cc b

phn c kh, cng ngh h tr t xa cho php cc my tnh c "cp nht ... chn on v sa

cha" bng cch lin kt chng vo cc trung tm h tr cc nh sn xut thng qua ng dy

in thoi.

H tr trc tuyn: in thoi t vn v cc sn phm l yu t chnh ca h tr khch

hng trong nhiu ngnh cng nghip. Sn phm cung cp t vn trc tuyn t cc chuyn gia tvn cho khch hng gip h s dng sn phm hiu qu hn, i khi truy tm nguyn

nhn gy ra li (khc phc s c). Bt c khi no cc vn c th c gii quyt qua in

thoi, chi ph thp hn nhiu so vi mt k s n ni ca khch hng. H tr trc tuyn c

bit c s dng mnh m cho cc sn phm phn mm (phn mm h tr). V d, cc cng ty

nh Microsoft u t ngun lc ng k trong cc trung tm h tr bng in thoi v chi

ph ch bng 6% li nhun ca lnh vc phn mm. Hin nay c rt nhiu sn phm phn mm

c thit lp t xa nn n p ng hn c nhu cu ca khch hng v H iu Hnh

Window 95 lm c.

Bo hnh: Cc nh sn xut cung cp hu ht cc sn phm c bo hnh, v trong

mt s th trng nh xe t, cc nh sn xut c gng t c mt li th cnh tranh bng

cch cung cp thi gian bo hnh lu hn. Bo hnh nhm gim thiu ri ro ti chnh ca ch

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s hu sn phm v do n l mt yu t quan trng ca h tr khch hng. Trong vng i

ca sn phm, chi ph h tr c th c ln hn gi mua ban u. Trong lnh vc my tnh cc

chi ph ny c gi l chi ph quyn s hu v "chi ph mua v hot ng phn cng my tnh

cho vn phng iu hnh l kh ging nh mt tng bng tri - a s l cc n". Do , nh cc

sn phm tr nn phc tp hn v chi ph h tr tng, khch hng c nhu cu bt u h

tr kinh t hn v hiu qu. gim nguy c sa cha t , nhiu nh sn xut cung cp cho

khch hng kh nng mua bo hnh m rng. Tuy nhin, trong lnh vc thit b trong nc,

cc nh sn xut b co buc l tnh ph qu mc.

Nng cp. Cung cp cho khch hng nhng c hi nng cao hiu sut ca cc sn

phm hin c l mt kha cnh quan trng ca h tr. V d, cc nh sn xut my tnh cung

cp nng cp, v h lm tng vng i lm vic ca cc sn phm v c th em li mt ngun

thu nhp ng k. Nh sn xut thit b gc c mt li th cnh tranh trong kinh doanh ny, v

h thng c h s v cc ni m cc thit b c bn ra trong c th c li t vic

nng cp.

3. Nn tng l thuyt

3.1.M hnh chp nhn cng ngh (TAM: technology acceptance model)

Technology Acceptance Model. (Ngun: Davis, 1989)

Hnh 2: m hnh thuyt chp nhn cng ngh bng ting Anh

17

Externa

l

Perceived

usefulness

(PU)

Perceive

d ease ofuse

Attitud

e

toward

using

Behavior

al

intention

to use

Actual

use


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M hnh chp nhn cng ngh. (Ngun: Davis, 1989)

Hnh 3: m hnh thuyt chp nhn cng ngh bng ting Vit

M hnh chp nhn cng ngh c Davis pht trin vo nm 1989. y

l mt trong nhng m hnh nghin cu c tnh nh hng nht trong vic xem

xt mc chp nhn ca ngi tiu dng c nhn i vi cc sn phm mang

tnh cng ngh t d bo nh tiu dng cc sn phm cng ngh.

Trong m hnh ny, theo Davis (1980) th nhn thc v tnh hu dng v

nhn thc v tnh d dng khi s dng dch v hay sn phm l hai yu t nh

hng trc tip ln thi i vi vic tiu dng ca ngi tiu dng. M hnh

ny cng cho thy rng xu hng tiu dng hay d nh tiu dng ca ngi tiu

dng c dnh gi thng qua hai yu t nhn thc v tnh hu dng v nhn

thc v tnh d dng khi s dng dch v hay sn phm no .

Theo Davis (1989), nhn thc tnh hu dng l mc m ngi no

tin rng vic s dng mt sn phm hoc dch v s ci thin hiu sut cng vic

ca h. Bn cnh Davis cng ngh nhn thc tnh d s dng ca sn

phm hay dch v s khng lm h phi mt nhiu cng sc.

3.2. Thuyt hnh ng hp l (TRA - Theory of Reasoned Action)

18

Nhn thc tnhhu dng (PU)

Nhn thc tnhd dng s dng(PEU)

Thi

(ATT)

nh tiu dng(INT)

Nim tin i vinhng thuc tnh

sn phm

Thi

Xu hng hnhvi


19/67

Thuyt hnh ng hp l (TRA). (Ngun: Schiffman v Kanuk, Consumer behavior,

Prentice Hall International Editions, 3rd ed, 1987)

Hnh 4: m hnh thuyt hnh ng hp l bng ting Vit

Thuyt hnh ng hp l TRA (Theory of Reasoned Action) c Ajzen

v Fishbein xy dng vo nm 1967 v c m rng v b sung bi mt s

nh nghin cu sau ny. M hnh TRA (Ajzen v Fishbein, 1975) cho thy xu

hng tiu dng l yu t dng d on kh tt v hnh vi tiu dng ca

khch hng. xem xt yu t tc ng n xu hng hnh vi mua th cn phixem xt hai yu t l thi v chun ch quan ca khch hng.

trong m hnh thuyt hnh ng hp l (TRA), thi c nh gi

qua yu t nhn thc v cc thuc tnh ca sn phm. Ngi tiu dng s ch

trng n nhng thuc tnh mang n cc li ch cn thit cho h ng thi s

nh gi mc cn thit ca thuc tnh y ca ngi tiu dng s nh hng

ti thi tiu dng ca h. Nu bit mc nh hng ca cc thuc tnh

th c th d on c hnh vi tiu dng ca ngi tiu dng.

Cng da vo m hnh thuyt hnh ng hp l (TRA) nhng ngi c

lin quan n ngi tiu dng nh gia nh, bn b, ng nghip; quan im

ca nhng ngi ny thch hay khng thch h mua l yu t dng nh gi

chun ch quan. Do xc nh tc ng ca yu t chun ch quan ti

xu hng tiu dng ca ngi tiu dng cn phi xc nh c: mc ng

h/phn i i vi vic mua ca ngi tiu dng v ng c ca ngi tiu

dng lm theo mong mun ca nhng ngi c nh hng ti quyt nh tiu

dng ca h.

19

Belief andevaluations

Attitudetowardbehavior

S thc y lmtheo mun ca

ngi khc

Chun ch quan


20/67

Theory of Reasoned Action. (Ngun: Schiffman v Kanuk, Consumer behavior,

Prentice Hall International Editions, 3rd ed, 1987)

Hnh 5: m hnh thuyt hnh ng hp l bng ting Anh

3.3. Thuyt hnh vi d nh (TPB-Theory of Planned Behaviour)

M hnh thuyt hnh ng hp l (TRA) khng gii thch c vic thchin cc hnh vi m ngi tiu dng khng kim sot c. cng l mt

trong nhng thiu st ca m hnh ny. Ch vi yu t thi i vi hnh vi v

chun ch quan th khng gii thch cho hnh vi ca ngi tiu dng.

Hnh 6: m hnh thuyt hnh vi d nh ting Vit

Chnh v vy thuyt hnh vi d nh TPB (Theory of Planned Behaviour)

c Ajen (1985) xy dng bng cch b sung thm yu t nhn thc kim sot

20

Normativebeliefs andmotivationto com l

Subjectivenorm

Behavioralintention

Actualbehavior

Thi

Chun ch quan

Nhn thc kimsot hnh vi

Xu hng hnhvi

Hnh vi tht s


21/67

hnh vi vo m hnh TRA. Thnh phn nhn thc kim sot hnh vi phn nh

vic d dng hay kh khn khi thc hin hnh vi; iu ny ph thuc vo s sn

c ca cc ngun lc v cc c hi thc hin hnh vi. Mt ngi ngh rng

ngi s hu cng nhiu ngun lc v c hi th ngi d bo cng c t

cc cn tr v do s kim sot hnh vi ca ngi cng ln. Ajzen (1991)

cho rng cc nhn t kim sot c th l bn trong hoc bn ngoi mt ngi,

Theo Olsen (2004) nhn t kim sot ni tri l cc nhn t thi gian, gi c v

kin thc .

4.

5.

6.

7.

Theory of Planned Behavior. (Ngun: websitehttp://www.people.umass.edu/aizen/tpb.diag.html)

Hnh 7: M hnh thuyt hnh vi d nh ting Anh

3.4. Thuyt nhn thc ri ro (TPR - Theory of Perceived Risk)

Trong thuyt nhn thc ri ro TPR (Bauer, 1960) cho rng hnh vi tiu

dng sn phm cng ngh thng tin c nhn thc ri ro, bao gm hai yu t: mt

21

Perceive

d

behavior

Normative

beliefs &

motivation to

comply

Subjectiv

e norm

Behavior

al

intention

Actual

behavio

r

Control beliefs &

perceived

facilitation

Behavioralbelief &

outcome

Attitudetoward

behavior
http://www.people.umass.edu/aizen/tpb.diag.htmlhttp://www.people.umass.edu/aizen/tpb.diag.htmlhttp://www.people.umass.edu/aizen/tpb.diag.html


22/67

l nhn thc ri ro lin quan n sn phm/dch v hai l nhn thc ri ro lin

quan n giao dch trc tuyn.

Thuyt nhn thc ri ro (TPR). (Ngun: Bauer, 1960)

Hnh 8: m hnh thuyt nhn thc ri ro bng ting Vit

Theo Bauer ( 1960)cc dng nhn thc ri ro lin quan n sn phm,

dch v nh l mt tnh nng, mt ti chnh, tn thi gian, mt c hi v nhn

thc ri ro ton b vi sn phm/dch v dn ti nhng bn khon cho ngi

tiu dng khi quyt nh mua.

Ngoi ra nhn t nhn thc ri ro lin quan n giao dch trc tuyn

cng nh hng n hnh vi mua ca ngi tiu dng. Cc ri ro lin quan ngiao dch trc tuyn c th xy khi ngi tiu dng thc hin giao dch trn cc

phng tin in t lin quan n: s b mt (privacy), s an ton - chng thc

(security- authentication), khng khc t (nonrepudiation), v nhn thc ri ro

ton b v giao dch trc tuyn.

3.5. M hnh l thuyt ngh v cc gi thuyt :

M hnh ny c s dng lm nh hng cho nghin cu ny. Mi yu

t xy dng nn m hnh ny c ngun gc t cc l thuyt c trnh by

trn. M hnh ny c to ra i tm cu tr li cc cu hi nghin cu v

nhm mc ch xy dng cc gi thuyt v kim chng mi tng quan gia cc

yu t. V cui cng nhng khng km l nhng cu trc a ra t vic

nghin cu nh tnh bc u tin c c s hiu bit chung v ti

22


23/67

nghin cu. l hot ng gp phn vo qu trnh xem xt v la chn cc cu

trc cho m hnh ny. Cn c vo m hnh ny, bi nghin cu s xoay quanh

tm bin

Hnh 9: m hnh gi thuyt ngh nghin cu l thuyt

23

Chun ch quan

(SN)

Nhn thc kimsot hnh vi

PBC

Thi

(ATT)

Nim tin

(BE)Xu hng hnh vi

nh hnh vi

(INT)

Nhn thc tnhd dng s dng

PEU

Nhn thc tnhhu dng (PU)

Nhn thc ri ro

(PRP)

H1

H5

H3

H2

H7

H8

H9

H6

H4


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3.5.1. Nhn thc tnh hu dng:

Theo Davis (1989), nhn thc tnh hu dng c nh ngha

l "mc m mt ngi tin rng bng cch s dng mt h thng c

th s ci thin hiu sut ca h ". y, nhn thc tnh hu dng

cp n gi tr cng vic. Theo l thuyt chp nhn cng ngh (TAM)

ca Davis (1989) th nhn thc tnh hu dng nh hng n thi

v nh s dng dch v hay sn phm no . Mc nhn thc

tnh hu dng cao th c kh nng cao hn l ngi c thi tch

cc i vi vic s dng sn phm hay dch v v nh hnh vi i

vi mt sn phm hay dch v c th cng cao hn. Nu ngi tiu

dng tin rng c cung cp dch v hu mi s mang li li ch cho

h do vic cht lng sn phm c m bo th thi i vi vic

mua my tnh xch tay v nh tiu dng i vi my tnh xch tay s

cao hn. Nh vy gi thuyt c th c xut l:

Gi thuyt H1: Nhn thc v tnh hu dng ca dch v sau mua

c tc ng tch cc ln thi i vi vic mua my tnh xch

tay.

Gi thuyt H2: C mt tc ng tch cc gia nhn thc tnh

hu dng ca dch v sau mua v nh mua my tnh xch tay.

3.5.2. Nhn thc tnh d dng s dng:

Davis (1989) khng nh rng nhn thc tnh d dng s dng

l "mc m mt ngi tin rng bng cch s dng mt sn phm

hay dch v c th s khng phi tn nhiu n lc". N dng ch

tnh thn thin ca sn phm hay dch v c cung cp cho ngi

dng. Tc l ngi tiu dng s khng phi b ra nhiu cng sc haygp kh khn cng nh cn tr trong vic s dng dch v hay sn

phm.

Ging nh vic gii thch nhn thc tnh hu dng trn, theo

m hnh chp nhn cng ngh (TAM) mc cao hn nhng ngi tin

24


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rng h khng cn phi tn cng sc ca mnh khi s sng mt h

thng th kh nng xy s ra cao hn l h s c thi tch cc vi

vic tiu dng v nh s dng sn phm hay dch v c th no .

V vy, gi thuyt c xut nh sau:

Gi thuyt H3: Nhn thc v tnh d dng s dng dch vu sau

mua c tc ng tch cc ln thi i vi vic mua my vi tnh xchtay ca sinh vin.

Gi thuyt H4: C mt tc ng tch cc gia s nhn thc

tnh d dng s dng dch v sau mua v nh mua my tnh xch tay

ca sinh vin di s tc ng y.

3.5.3. Nim tin:

Theo Fishbein-Ajzen (1975) nim tin l nhng g ngi ta bithoc d on v i tng c th no . Nim tin c nh hng trc

tip ln thi ca khch hng i vi mt dch v hay sn phm c th.

V vy nim tin i vi mt dch v hay sn phm no l tt m cao

th thi ca ngi tiu dng i vi sn phm hay dch v s tch

cc hn. T c th xy dng gi thuyt nh sau:

Gi thuyt H5: Nim tin vo dch v sau mua c tc ng tch

cc ln thi ca sinh vin ti dch v sau mua.

3.5.4. Nhn thc kim sot hnh vi:

Kim sot hnh vi c nh ngha nh l nh gi ca chnh

c nhn hay ngi tiu dng v mc kh khn hay d dng ra sao

thc hin hnh vi . Ajzen (1991) ngh rng nhn t kim

sot hnh vi tc ng trc tip n nh thc hin hnh vi. Khi mc

ngi tiu dng cho rng vic thc hin mt hnh vi c th no m in hnh hnh vi c th y l vic s dng cc dch v hu mi

c cung cp cng cao th nh tiu dng i vi my tnh xch tay

cng cao. V vy gi thuyt c ngh lin quan n nhn thc kim

sot hnh vi nh sau:

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Gi thuyt H6: Nhn thc kim sot hnh vi c tc ng tch

cc n nh mua my tnh xch tay ca ngi tiu dng.

3.5.5. Thi :

Thi c nh ngha l mt xu hng tm l c bc l

thng qua vic nh gi mt thc th c th (Eagly v Chaiken, 1993).

Thi y c th l s hi lng, s thch th hay ngc li. Theo

Ajzen (1991) thi c tc ng trc tip ln nh hnh vi. C th

thy rng khi ngi tiu dng c thi tch cc i vi mt sn phm

hay dch v c th no th nh tiu dng i vi dch v, sn

phm s tng ln. V vy ta c gi thuyt sau

Gi thuyt H7: Thi i vi dch v sau mua c nh hng

tch cc ti nh tiu dng my tnh xch tay ca sinh vin.

3.5.6. Chun ch quan:

Nh cp trong l thuyt v hnh ng hp l, theo

Fishbein v Ajzen (1975) chun ch quan cp n s nh hng ca

nhng ngi lin quan n ngi tiu dng ln ngi tiu dng h

thc hin hay khng thc hin mt hnh vi c th no . C th nikhi ngi no cm nhn rng hnh vi c th ca h c s chp

nhn cng cao ca nhng ngi lin quan (nhng ngi m h cho

rng quan trong trong mi trng sng ca h) th kh nng h s thc

hin hnh vi cao hn. V vy, tc ng ca nhng ngi lin quan

n c nhn c th c tc ng mnh m n nh tiu dng sn

phm hay dch v no . Gi thuyt c xut nh sau:

Gi thuyt H8: Chun ch quan i vi vic c cung cp dch vsau mua c tc ng tch cc n nh mua my tnh xch tay ca

sinh vin.

3.5.7. Nhn thc ri ro:

26


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C hai loi nhn thc ri ro nhng y ch cp ti nhn

thc ri ro lin quan ti vic s dng dch v sau mua ca sn phm

my tnh xch tay. Theo Bauer (1960)cc dng nhn thc ri ro i

vi sn phm/dch v s dn ti nhng bn khon cho ngi tiu dng

trong vic c nh tiu dng sn phm hay dch v hay khng.

iu g khin nhng bn khon y gim xung th s to nn tc ng

tch cc cho vic c nh tiu dng sn phm hay dch v . Xt

di gc ny th vic cung cp dch v sau mua hng s gp phn

lm gim thiu nhn thc v s ri ro ca ngi tiu dng khi mua

my tnh xch tay. Do vy gi thuyt c xy dng nh sau:

Gi thuyt H9: Nhn thc ri ro i vi vic mua my tnh

xch tay c tc ng tch cc ti nh tiu dng my tnh xch tay

di nh hng ca dch v sau mua ca sinh vin.

27


28/67

Chng 3: Phng php

1. Phng php tip cn

1.1. Thit k nghin cu

Khi thc hin mt nghin cu, ngi nghin cu c th chn gia hai phng

php: phng php nh tnh v phng php nh lng hoc c hai. Phng php

nh tnh bao hm vic gn lc thng tin t mt vi cuc iu tra v quan st, trong khi

phng php nh lng i hi ngi nghin cu phi thu thp thng tin t vic

iu tra nghin cu th trng v d thng qua cc bng cu hi (Halvorsen, 1992).

Trong bi nghin cu ny th c hai phng php nh tnh v nh lng u c s

dng.

Nghin cu c tin hnh thng qua hai bc chnh, bc u tin l thc hin

nghin cu nh tnh vi mc ch c mt ci nhn tng th hn v ti nghin cu v

mc ch chnh ca bc ny l nhm iu chnh v b sung cc thang o cho tm bin

c cp phn m hnh l thuyt nghin cu. Nghin cu nh lng l bc th

hai c thc hin nhm thu thp nhng thng tin cn cho nghin cu v phn tch

thng tin thu thp c thc hin vic kim nh cc gi thuyt v m hnh nghin

cu ngh vi bng cu hi kho st.

Bng cu hi sau khi c hnh thnh s c kim nh th trn 10 sinh vin

ly kin phn hi v cht lng ca cc cu hi trong bng cu hi. Sau khi ly

c phn hi ny ri th bn cu hi s c hon thin, tr thnh bng hi chnh thc

cho nghin cu ny v c kho st trn mu chn.

28


29/67

Hnh 10: s m t cc bc s thc hin trong nghin cu

1.2.Nghin cu nh tnh

Bc u tin nghin cu nh tnh c thc hin thng qua phng vn 20 sinh

vin. Mc ch ca nghin cu ny l hiu thm v nhn thc ca sinh vin v thi

ca sinh vin i vi dch v sau mua ca my tnh xch tay. Mt mc ch quan29

Phng php tip cn

Nghin cu nh tnh

Nghin cu nh lng

Phng vn su Ti liu s cp

Nhng binghin culin quan

Kho st (Survey )

Bng cu hi c cu trc(Structured design)

Ti liu s cp

Official

statistics

Internet

and othe

sources

Tp ch,nhng bi vitc lin uan

Bn cu trc(Semi-structure design)

Kho st

Pre-test

Tho lun nhm

tp trung


30/67

trng khc na trong nghin cu ny l xy dng thang o cho cc bin trong m hnh.

Theo Churchill (1979) v Stewart & Shamdasani (1990) th tho lun nhm tp trung l

mt cng c thch hp b sung v hiu chnh thang o chnh v vy m phng php

tho lun nhm tp trung cng c thc hin vi mt nhm 8 sinh vin tham gia. Ni

dung chnh ca bui tho lun s xoay quanh nhng cu hi tng t nh nhng cu hi

trong phng vn.

1.3.Nghin cu nh lng

Theo Davidson v Patel (2003) nghin cu nh lng da trn d liu s v sau

c phn tch v minh ha di dng cc s liu thng k. Trong nghin cu ny,

nghin cu nh lng c tin hnh bi cuc kho st ti 5 trng i hc ti H Ni.

Bng cu hi kho st c thit k c cu trc. Thng tin thu c t bng kho st s

kim tra tnh chnh xc ca thng tin thu thp c trong bc u tin ca nghin cu

nh tnh vi cc cuc phng vn su v nghin cu ti liu. iu quan trng nht l kt

qu ca nghin cu nh lng s l nn tng tr li cu hi nghin cu v gii thch

cc mi tng quan v s nh hng ca cc bin i vi nh mua my tnh xch tay

ca sinh vin.

2. Phng php thu thp d liu

2.1. K thut chn mu nghin cu

Theo Saunders v mt s nh nghin cu khc (2000) th phng php ly mu

c th c chia thnh hai loi:

Chn mu ngu nhin hay cn c gi l chn mu xc sut: l phng php

chn mu m kh nng c chn vo tng th mu ca tt c cc n v ca tng th

u nh nhau. Theo Hair cng vi mt s nh nghin cu khc (2003), phng php

chn mu ngu nhin m bo tt cho tnh i din ca mu i vi tng th. Phng

php chn mu ny gm c phng php chn mu n gin, h thng, c khi, phn

tng v chn mu nhiu giai on.

Chn mu phi ngu nhin hay cn c gi l chn mu phi xc sut: l phng

php chn mu m cc n v trong tng th chung khng c kh nng ngang nhau

c chn vo mu nghin cu. Theo Samuel cng mt s nh nghin cu khc (2003),30


31/67

cc phng php chn mu phi ngu nhin ph bin bao gm chn mu thun tin,

chn mu phn on v chn mu nh ngch.

Theo Hair v mt s nh nghin cu khc (2003) phng php ly mu thun

tin cho php nh nghin cu c th hon thnh mt s lng ln cc cuc phng vn

mt cch nhanh chng v hiu qu vi chi ph c hn. Tuy nhin, phng php ny li

khng th hin tnh i din trn tng th ca mu.

Theo Cooper and Schindler (2003), phng php chn mu hn ngch th hin

c s i din t l phn tng ca tng th. i vi phng php chn mu ny, trc

tin ta tin hnh phn t tng th theo mt tiu thc no cng ging nh chn mu

ngu nhin phn tng, tuy nhin sau c th dng phng php chn mu thun tin

chn cc n v trong tng t tin hnh iu tra. Chnh v li th ny m phng

php chn mu hn ngch c chn thc hin ly mu cho bi nghin cu ny.

2.2.Mu nghin cu

i tng nghin cu l nhng sinh vin ang theo hc cc trng i hc ti

H Ni. Nghin cu c thc hin da trn kt qu kho st 500 sinh vin ti nm

trng i hc trn a bn H Ni. l cc trng: i hc khoa hc x hi v nhn

vn, i hc lao ng x hi, i hc khoa hc t nhin, i hc in lc v i hc H

Ni

V mc ch ca bi nghin cu ny l i tm hiu nh hng ca dch v sau

mua i vi d nh tiu dng my tnh xch tay ca sinh vin nn i tng thc hin

bn kho st s l nhng sinh vin hin ti cha s hu my tnh xch tay.

Nh c cp trn, mu c chn bng phng php ly mu hn

ngch hay cn c gi l phng php ly mu nh mc. Nh vy, mu c chn

vi cc thuc tnh kim sot sau: gii tnh v hin l sinh vin nm my.

i tng Sinh vin hin ti khng s hu my tnh.n v mu Cc trng i hc trn a bn H Ni

rng 5 trng i hc: i hc khoa hc x hi v nhn vn, i hc lao

ng x hi, i hc khoa hc t nhin, i hc in lc v i hc

H Ni.

31


32/67

Thi gian thc

hin:

Bng 1: mu nghin cu

3. Bng hi

Bng cu hi ny gm ba phn chnh. Phn u ch gm mt s cu hi manh tnh dn dtvo vn cn kho st. Phn th hai cng l phn chnh ca bn kho st, phn ny bao gm cc

cu hi nhm nh gi nhn thc tnh hu dng, nhn thc tnh d dng s dng, nim tin, thi ,

nhn thc kim sot hnh vi, chun ch quan, nhn thc ri ro i vi dch v sau mua v d nh

hnh vi mua i vi my tnh xch tay ca sinh vin. Phn cui cng ca bng cu hi kho st l

nhng thng tin c nhn ca ngi c kho st (ca sinh vin). Nhng thng tin ny bao gm

tui, gii tnh, thu nhp.

Trong bng cu hi kho st, c hai loi thang o c s dng nh gi cc bin cnkho st trong bi nghin cu l thang o nh danh v thang o Likert 5 im o lng v mc

ng hay khng ng vi cc ni dung c ngh, c trnh by trong bng hi.

4. Kim nh thang o vi Cronbach Alpha

tin cy ca thang o trong bi nghin cu ny c nh gi qua ch s Cronbach

Alpha. Cronbach Alpha l cng c c dng lc b i nhng bin quan st khng t yu

cu. Theo Nunnally & Burnstein (1994), cc bin quan st c h s tng quan bin tng (item

total correlation) nh hn 0.3 s b loi v h s Cronbach Alpha t 0.6 tr ln l tiu chun

chn thang o.

Theo nh m hnh gi thuyt c cp trn th d nh hnh vi ca sinh vin do nh

hng ca dch v sau mua hng i vi my tnh xy tay c nh gi bi cc yu t l nhn

thc tnh hu dng, nim tin, nhn thc tnh d dng s dng, thi , chun ch quan v nhn thc

ri ro.

4.1.Kim nh thang o ca bin nhn thc tnh hu dng

Thang o nhn thc tnh hu dng (PU) c nh gi bi cc bin quan

st PU1, PU2, PU3, PU4, PU5, PU6 vi:

32


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PU1: Sn phm c bo hnh v sa cha khng tn chi ph trong mt

thi gian nht nh.

PU2: Dch v sau mua gip bn yn tm hn v cht lng sn phm.

PU3: c u i hn khi mua thm khi mua linh kin

PU4: c h tr ci t phn mm

PU5: c cung cp ti liu hng dn s dng sn phm

PU6: Dch v sau mua em li nhiu lich cho bn.

Cc bin quan st trn c h s Cronbach Alpha l 0.749 cao hn mc

t yu cu l 0.6. T bng item-total statistic h s tng quan bin tng ca

cc bin quan st u ln hn 0.4. Qua y c th thy rng thang o nhn thc

tnh hu dng l t yu cu.

Reliability Statistics

Cronbach's

Alpha N of Items

.749 6

Bng 2: ch s Cronbach Alpha ca thang o bin nhn thc tnh hu dng

4.2.Kim nh thang o ca bin nim tin

Thang o bin nim tin (BE) c nh gi bi cc bin quan st BE1,

BE2, BE3, BE4 vi:

BE1: Thi ca nhn vin trung tm dch v sau mua

BE2: Thng hiu trung tm thc hin dch v sau mua

BE3: Thi gian tn ti ca trung tm thc hin dch v sau mua

BE4: Tay ngh ca i ng nhn vin k thut

33


34/67

Cc bin quan st trn c h s Cronbach Alpha l 0.758 ln hn 0.6 v

h s tng quan bin tng ca cc bin quan st u ln hn 0.4. Qua y c

th thy rng thang o bin nim tin l t yu cu.


Cronbachs

Alpha N of Items

.758 4

Bng 3: ch s Cronbach Alpha ca thang o bin nim tin

4.3.Kim nh thang o ca bin nhn thc tnh d dng s dng

Thang o bin nhn thc tnh d dng s dng (PEU) c nh gi bi

cc bin quan st PEU1, PEU2, PEU3, PEU4 vi:

PEU1: Th tc ca dch v sau mua n gin

PEU2: Thi gian gii quyt nhanh chng

PEU3: D dng lin lc c h tr qua in thoi, email khi sn

phm gp trc trc.

PEU4: a im bo hnh c nhiu ni.



th thy rng thang o bin nhn thc tnh d dng l t yu cu.


Cronbachs

Alpha N of Items

.738 4

Bng 4: ch s Cronbach Alpha ca thang o bin nhn thc tnh d dng s dng

34


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4.4.Kim nh thang o ca bin thi

Thang o bin thi (ATT) c nh gi bi cc bin quan st ATT1,

ATT2, ATT3, ATT4 vi:

ATT1: Bn mun c h tr t dch v sau mua khi mua my tnh xch

tay

ATT2: Bn ngh rng dch v sau mua l tht s cn thit

ATT3: Bn rt quan tm n dch v sau mua khi xem xt mua my tnh

xch tay.

ATT4: Bn cm thy yn tm mua my tnh xch tay khi c dch v saumua



th thy rng thang o bin thi l t yu cu.


Cronbach's

Alpha N of Items

.818 4

Bng 5: ch s Cronbach Alpha ca thang o bin thi

4.5.Kim nh thang o ca bin nhn thc kim sot hnh vi

Thang o bin nhn thc kim sot hnh vi (PBC) c nh gi bi ccbin quan st PBC1, PBC2, PBC3, PBC4 vi:

PBC1: Bn quan tm nhiu n cc dch v sau mua i vi my tnh

xch tay.

35


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PBC2: Bn thng theo di nhng chng trnh ca dch v sau mua.

PBC3: Bn hay tm kim nhng thng tin v dch v sau mua ca my

tnh xch tay.

PBC4: Bn hay tm kim s h tr ca dch v sau mua i vi my tnh

xch tay.



th thy rng thang o bin nim tin l t yu cu.


Cronbach's

Alpha N of Items

.801 4

Bng 6: ch s Cronbach Alpha ca thang o bin nhn thc kim sot hnh vi

4.6.Kim nh thang o ca bin chun ch quan

Thang o bin chun ch quan (SN) c nh gi bi cc bin quan st

SN1 v SN2 vi:

SN1: Phng tin truyn thng nh hng nhiu nht.

SN2: Bn b ca bn c nh hng nhiu nht.

Cc bin quan st trn c h s Cronbach Alpha l 0.637 ln hn 0.6

mc tiu chun nhng khng ng k. Theo Hong Trng v Chu Nguyn Mng

Ngc (2005) nhiu nh nghin cu ng rng Cronbach Alpha t 0.8 n 1 l

thang o lng tt v t 0.7 ti 0.8 l s dng c. V vy m bo tiu

chun chn thang o th bin chun ch quan s b loi b khi m hnh gi

thuyt ban u.

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Cronbach's

Alpha N of Items

.637 2

Bng 7: ch s Cronbach Alpha ca thang o bin chun ch quan

4.7.Kim nh thang o ca bin nhn thc ri ro

Thang o bin nhn thc kim sot hnh vi (PRP) c nh gi bi cc

bin quan st PRP1, PRP2, PRP3 vi:

PRP1: Sn phm khng c m bo v cht lng.

PRP2: Khi b h hng s lm pht sinh thm chi ph.

PRP3: Thi gian sa cha chm chp v lu lc.

Cc bin quan st trn c h s Cronbach Alpha l 0.738 ln hn 0.6 v h s

tng quan bin tng ca cc bin quan st u ln hn 0.4. Qua y c th thy

rng thang o bin nhn thc kim sot hnh vi l t yu cu.


Cronbach's

Alpha N of Items

.738 3

Bng 8: ch s Cronbach Alpha ca thang o bin nhn thc ri ro

4.8.Kim nh thang o ca bin nh hnh vi

Thang o bin nh hnh vi (INT) c nh gi bi cc bin quan st

INT1, INT2 vi:

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INT1: Bn c k hoch mua my tnh xch tay ca bn trong thi gian

ti.

INT2: Bn quyt nh mua my tnh xch tay ca trong thi gian ti.



th thy rng tin cy ca thang o bin nh hnh vi l t yu cu.


Cronbach's

Alpha N of Items

.713 2

Bng 9: ch s Cronbach Alpha ca thang o bin nh hnh vi

4.9.Tm tt kt qu kim nh thang o cc bin trong m hnh ngh nghin cu

Bin Ch s Crobach

Alpha

Kt lun

Nhn thc tnh hu dng 0.749 t yu cu

Nim tin 0.758 t yu cu

Nhn thc tnh d dng s dng 0.738 t yu cu

Thi 0.818 t yu cu

Nhn thc kim sot hnh vi 0.801 t yu cu

Chun ch quan 0.637 Khng t yu cu

Nhn thc ri ro 0.738 t yu cu

nh hnh vi 0.713 t yu cu

Bng 10: Tm tt kt qu kim nh thang o

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5. Phng php phn tch d liu

Sau khi thu thp xong d liu t i tng cn kho st. Sau , cc bng cu hi kho st

c xem xt v loi b nu khng t yu cu. Cng vic m ha, nhp liu v tin hnh phn tchd liu s c tin hnh vi phn mm SPSS phin bn 17.

Phn tch d liu s c tin hnh vi cc cng c thng k trong SPSS; m c th l

thng k m t, bng tn s, kim nh tin cy Cronbach Anpha, phn tch nhn t khm ph,

phn tch hi qui.

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Chng 4: Phn tch d liu

1. Kt qu thu thp d liu

C 500 bn cu hi c pht ra chia u cho 5 trng i hc ni kho st c tin hnh vi

cc iu kin v nhn t kim sot c quy nh phn phng php chn mu th thu vc 432 bn. Sau khi loi i nhng bn kho st khng t yu cu th chn li c 340 bn

nhp liu chun b tin hnh phn tch. Sau khi tin hnh lm sch d liu bng vic b i nhng

bn cu hi cha gi tr nhp thiu do ngi tr li th b d liu kho st hon chnh vi c mu l

326.

2. c im mu kho st

Nghin cu ny s dng i tng nghin cu l nhng sinh vin ang hc trn a bn

thnh ph H Ni v hin khng s hu my tnh xch tay.

Nh trnh by trn phn k thut chn mu, mu trong bi nghin cu ny c chn

da vo phng php chn mu nh mc vi hai thuc tnh kim sot l gii tnh v mu c

phn b u cc i tng sinh vin t nm 1 ti nm 4.

Kt qu thu c c 326 bng kho st dng cho vic phn tch d liu. Trong , v gii

tnh th c 152 l nam gii chim 46.6% v 174 i tng nghin cu l n chim 53.4%. Thm

vo , c 85 sinh vin hin ang l sinh vin nm nht chim 26.1%, 86 sinh vin nm 2 chim

26.4%, 82 sinh vin nm 3 chim 25.2% v 73 sinh vin 4 chim 22.4%. Theo kt qu t bng 11

cho thy mu nghin cu c phn b u hai thuc tnh l gii tnh v nm hin ang theo

hc ca sinh vin, iu ny m bo cho k thut chn mu nh mc c chn phng php

chn mu.

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STD * GENDER Crosstabulation

Count

GENDER

Totalmale female

STD year 1 40 45 85

year 2 40 46 86

year 3 37 45 82

year 4 35 38 73

Total 152 174 326

Bng 11: bng cho sinh vin v gii tnh

Bng 12 cho thy mc thu nhp ca sinh vin nm trong mu kho st a s nm trong

khong t 1-2 triu chim 55.2%. Mc thu nhp di 1 triu c 73 sinh vin chim 22.4% v mc

thu nhp cao hn khong 2-3 triu v trn 3 triu l kh thp ng vi 11.7% cho thu nhp t 2-3

triu v 10.7% cho thu nhp trn 3 triu.

INCOME

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 1 mill 73 22.4 22.4 22.4

from 1mill to less than 2 mill 180 55.2 55.2 77.6

from 2 mill to less than 3 mill 38 11.7 11.7 89.3

more than 3 mill 35 10.7 10.7 100.0

Total 326 100.0 100.0

Bng 12: bng tn sut thu nhp

GENDER


Cumulative

Percent

Valid male 152 46.6 46.6 46.6

female 174 53.4 53.4 100.0

Total 326 100.0 100.0

Bng 13: bng tn sut gii tnh

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STD


Cumulative

Percent

Valid year 1 85 26.1 26.1 26.1

year 2 86 26.4 26.4 52.5

year 3 82 25.2 25.2 77.6

year 4 73 22.4 22.4 100.0

Total 326 100.0 100.0

Bng 14: Bng tn sut sinh vin

Bng 15 ch ra rng, c 263 kin cho rng khi nhc n dch v sau mua l c bo hnh trong

, c 211 kin cho rng dch v sau mua bao gm bo tr v sa cha, 255 kin cho rng dch v

sau mua ca my tnh bao gm vic ci t, 186 kin cho rng dch v sau mua c h tr ti liuhng dn s dng, 116 kin ngh rng dch v sau mua c h tr trc tuyn, 163 kin cho rng

dch v sau mua cung cp u i cho vic mua thm linh kin km theo, 181 kin cho rng dch v

sau mua c k thut hng dn s dng cho ngi dng v ch c 78 kin ngh rng dch v sau mua

bao gm c cho vay mua hng.

Responses

Percent of CasesN Percent

ServiceAfterSalesa WARRANTY 263 18.5% 80.7%

MAINTENANCE & REPAIR 211 14.8% 64.7%

INSTALLATION 225 15.8% 69.0%

DOCUMENTATION 186 13.1% 57.1%

ONLINE SUPPORT 116 8.2% 35.6%

SPARE PART SYPPLY 163 11.5% 50.0%

USER TRAINING 181 12.7% 55.5%

LOAN AVAILABILITY 78 5.5% 23.9%

Total 1423 100.0% 436.5%

Bng 15: bng tn sut dch v sau mua

3. Phn tch d liu

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3.1.Phn tch nhn t khm ph

Phn Tch Nhn T Khm Ph (Exploratory Factor Analysis) l mt phng php phn

tch thng k dng rt gn mt tp gm nhiu bin quan st c mi tng quan vi nhau

thnh mt tp bin (gi l cc nhn t) t hn chng c ngha hn nhng vn cha ng

hu ht ni dung thng tin ca tp bin ban u (Hair & ctg, 1998).

Theo Hair cng mt s tc gi (1998, 111), Multivariate Data Analysis, Prentice-Hall

International, Inc, th h s ti nhn t (Factor loading) l ch tiu m bo mc ngha thit

thc ca EFA. Factor loading > 0.3 c xem l t c mc ti thiu, factor loading > 0.4

c xem l quan trng v > 0.5 c xem l c ngha thc tin. Theo Hair cng mt s tc

gi (1998, 111) cng a ra li khuyn rng: nu chn tiu chun factor loading > 0.3 th c

mu t nht phi l 350, nu c mu ca bn khong 100 th nn chn tiu chun factor loading

> 0.55, nu c mu ca bn khong 50 th Factor loading phi > 0.75. V c mu trong nghin

cu ny l kh ln nn c th chn h s ti nhn t > 0.3 l mc ti thiu m bo ngha

thit thc ca EFA. Ngoi ra h s KMO (Kaiser-Meyer-Olkin) 0,50 v mc ngha ca

kim nh Bartlett


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nhn. V vy, bin nhn thc tnh hu dng s b rt ra khi m hnh l thuyt.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .760

Bartlett's Test of Sphericity Approx. Chi-Square 415.220

df 15

Sig. .000

Bng 16: bng kim tra ch s KMO v mc ngha Barlett ca bin nhn thc tnh hu dng

Total Variance Explained

Compo

nent

Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.699 44.982 44.982 2.699 44.982 44.982

2 .945 15.750 60.732

3 .754 12.568 73.299

4 .683 11.389 84.689

5 .495 8.256 92.944

6 .423 7.056 100.000

Extraction Method: Principal Component Analysis.

Bng 17: bng phn tch phng sai trch ca bin nhn thc tnh hu dng

3.1.2. Phn tch nhn t khm ph ca thang o nhn thc tnh d dng s dng

Phn tch ny c h s KMO = 0.684 >0.5 cho thy thc hin EFA l ph hp

vi d liu nghin cu.

C 4 bin quan st c dng nh gi nhn thc tnh d dng trong vic s

dng dch v sau mua ca my tnh xch tay ca sinh vin. 4 bin ny c phn tch

thnh 1 nhn t gi chung l nhn thc tnh hu d dng s dng k hiu l (PEU). Mt

khc, h s ti nhn t u ln hn 0.3 nn cc bin quan st ny u quan trng trong

cc nhn t v thang o ny c ngha thit thc. Kt qu phn tch EFA cho thy c

mt yu t c trch ti Eigen value l 2.255, phng sai trch c l 56.386%. Cng

vi h s tin cy Cronbach Alpha bng 0,736 nn thang o ny t yu cu v c thc dng tip tc thc hin cc phn tch khc.

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df 6

Sig. .000

Bng 18: bng kim tra ch s KMO v mc ngha Barlett ca bin nhn thc tnh d dng s

dng


Compo

nent



1 2.255 56.386 56.386 2.255 56.386 56.386

2 .835 20.886 77.271

3 .551 13.771 91.042

4 .358 8.958 100.000

Extraction Method: Principal Component Analysis.Bng 19: bng phn tch phng sai trch ca bin nhn thc tnh d dng s dng

3.1.3. Phn tch nhn t khm ph ca thang o nim tin

Phn tch EFA l ph hp vi d liu nghin cu v c h s KMO = 0.739. Vi

phn tch EFA, 4 bin quan st c dng nh gi nim tin ca sinh vin vo dch

v sau mua ca my tnh xch tay. 4 bin ny c phn tch thnh 1 nhn t gi chung

l nim tin, k hiu l (BE) v h s ti nhn t u ln hn 0.3 nn cc bin quan st

ny u quan trng trong cc nhn t v thang o ny c ngha thit thc .Vi phn

tch ny th phng sai trch t 58.421% th hin rng nhn t rt ra gii thch c

58.421% bin thin ca d liu, v th cc thang o rt ra chp nhn c. im dng

khi trch cc yu t ti nhn t th 1vi Eigenvalue = 2.337 v tin cy ca thang o

ln hn 0.7 c kim nh trn nn thang o ny ph hp tin hnh cc bc

phn tch tip theo ca d liu.




df 6

Sig. .000

Bng 20: bng kim tra ch s KMO v mc ngha Barlett ca bin nim tin

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Compo

nent



1 2.337 58.421 58.421 2.337 58.421 58.421

2 .743 18.584 77.004

3 .548 13.707 90.712

4 .372 9.288 100.000

Extraction Method: Principal Component Analysis.Bng 21:bng phn tch phng sai trch ca bin nim tin

3.1.4. Phn tch nhn t khm ph ca thang o thi

Phn tch EFA l ph hp vi d liu nghin cu v c h s KMO = 0.794. Vi

phn tch EFA, 4 bin quan st c dng nh gi thi ca sinh vin vo dch v

sau mua ca my tnh xch tay. 4 bin ny c phn tch thnh 1 nhn t gi chung l

thi , k hiu l (ATT) v h s ti nhn t u ln hn 0.3 nn cc bin quan st ny

u quan trng trong cc nhn t v thang o ny c ngha thit thc. Phn tch cho

thy phng sai trch t 64.782% th hin rng nhn t rt ra gii thch c 64.782%

bin thin ca d liu, v th cc thang o ny chp nhn c. im dng khi trch cc

yu t ti nhn t th 1vi Eigenvalue = 2.591v tin cy ca thang o ln hn 0.7

c kim nh trn. V vy thang o ny ph hp tin hnh cc bc phn tch

tip theo ca d liu.




df 6

Sig. .000

Bng 22: bng kim tra ch s KMO v mc ngha Barlett ca bin thi

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Compo

nent



1 2.591 64.782 64.782 2.591 64.782 64.782

2 .567 14.178 78.960

3 .498 12.443 91.403

4 .344 8.597 100.000


Bng 23: bng phn tch phng sai trch ca bin thi

3.1.5. Phn tch nhn t khm ph ca thang o nhn thc kim sot hnh vi

Phn tch EFA l ph hp vi d liu nghin cu v c h s KMO = 0.759 >

0.5. Vi phn tch EFA, 4 bin quan st c dng nh gi nhn thc kim sot

hnh vi ca sinh vin vo dch v sau mua ca my tnh xch tay. 4 bin ny c phn

tch thnh 1 nhn t gi chung l nhn thc kim sot hnh vi, k hiu l (PBC) v h s

ti nhn t u ln hn 0.3 nn cc bin quan st ny u quan trng trong cc nhn t

v thang o ny c ngha thit thc. Phn tch EFA cho thy phng sai trch t

62.872% th hin rng nhn t rt ra gii thch c 62.872% tnh bin thin ca d

liu, v th cc thang o ny chp nhn c. im dng khi trch cc yu t ti nhn t

th 1vi Eigenvalue = 2.515v tin cy ca thang o ln hn 0.7 c kim nh

trn. V vy thang o ny ph hp tin hnh cc bc phn tch tip theo ca d liu.




df 6

Sig. .000

Bng 24:bng kim tra ch s KMO v mc ngha Barlett ca bin nhn thc kim sot hnh

vi47


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Compo

nent



1 2.515 62.872 62.872 2.515 62.872 62.872

2 .653 16.337 79.209

3 .458 11.452 90.662

4 .374 9.338 100.000

Extraction Method: Principal Component Analysis.Bng 25: bng phn tch phng sai trch ca bin nhn thc kim sot hnh vi

3.1.6. Phn tch nhn t khm ph ca thang o nhn thc ri ro

H s KMO = 0.688 > 0.5 nn phn tch EFA l ph hp vi d liu nghin cu

Vi phn tch EFA, 3 bin quan st c dng nh gi nhn thc ri ro i vi dch

v sau mua ca my tnh xch tay ca sinh vin. 3bin ny c phn tch thnh 1 nhn

t gi chung l nhn thc ri ro, k hiu l (PRP) v h s ti nhn t u ln hn 0.3,

nn cc bin quan st ny u quan trng trong cc nhn t v thang o ny c ngha

thit thc. Phn tch EFA cho thy phng sai trch t 65.675% th hin rng nhn t

rt ra gii thch c 65.675% tnh bin thin ca d liu, v th cc thang o ny chp

nhn c. im dng khi trch cc yu t ti nhn t th 1 vi Eigenvalue = 1.970 v

tin cy ca thang o ln hn 0.7 c kim nh trn. V vy thang o ny ph

hp tin hnh cc bc phn tch tip theo ca d liu.




df 3

Sig. .000

Bng 26:bng kim tra ch s KMO v mc ngha Barlett ca bin nhn thc ri ro


Compo

nent



1 1.970 65.675 65.675 1.970 65.675 65.675

2 .526 17.532 83.208

3 .504 16.792 100.000


Bng 27: bng phn tch phng sai trch ca bin nhn thc ri ro48


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3.1.7. Phn tch nhn t khm ph ca thang o nh hnh vi

Phn tch EFA cho h s KMO =0.5 nn phn tch nhn t khm ph l ph hp

vi nghin cu. Vi phn tch EFA, 2 bin quan st c dng nh gi nh tiu

dng my tnh xch tay i vi my tnh ca sinh vin di nh hng ca dch v saumua. 2 bin ny c phn tch thnh 1 nhn t gi chung l nh hnh vi (INT) v h

s ti nhn t u ln hn 0.4, nn cc bin quan st ny u quan trng trong cc nhn

t v thang o ny c ngha thit thc. Phn tch EFA cho thy phng sai trch t

77.711% th hin rng nhn t rt ra gii thch c 77.711% tnh bin thin ca d

liu, v th cc thang o ny chp nhn c. im dng khi trch cc yu t ti nhn t

th 1 vi Eigenvalue = 1.554 v gi tr Cronbach Alpha ca thang o ln hn 0.7

c kim nh trn. V vy thang o ny ph hp tin hnh cc bc phn tch

tip theo ca d liu.




df 1

Sig. .000

Bng 28: bng kim tra ch s KMO v mc ngha Barlett ca bin nh hnh vi


Compo

nent



1 1.554 77.711 77.711 1.554 77.711 77.711

2 .446 22.289 100.000


Bng 29: bng phn tch phng sai trch ca bin nh hnh vi

3.1.8. Kt qu phn tch nhn t khm ph i vi m hnh gi thuyt

Da trn cc phn tch nhn t khm ph vi mc ch kim nh thang o cc

bin trong m hnh l thuyt ngh nghin cu ban u, nhm m bo tnh chnh xc

cho vic nh gi cc bin trong m hnh th c 6 khi nim chnh c s dng trong

m hnh. l:

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Nim tin c o lng bi BE1, BE2, BE3, BE4

Nhn thc tnh d dng s dng c o lng bi PEU1, PEU2, PEU3,

PEU4.

Thi c o lng bi ATT1, ATT2, ATT3, ATT4.

Nhn thc kim sot hnh vi c o lng bi PBC1, PBC2, PBC3, PBC4.

Nhn thc ri ro c o lng bi PRP1, PRP2, PRP3.

nh hnh vi c o lng bi INT1, INT2.

Cng vi m hnh l thuyt ny th c 6 gi thuyt cn c kim nh

Gi thuyt M t gii thuyt

H1 Nim tin vo dch v sau mua c tc ng tch cc ln nhtiu dng my tnh xch tay ca sinh vin.

H2 Nhn thc v tnh d dng s dng dch v sau mua c tc

ng tch cc ln thi i vi vic mua my vi tnh xch tay

ca sinh vin.

H3 C mt tc ng tch cc gia s nhn thc tnh d dng s

dng dch v sau mua v nh mua my tnh xch tay ca

sinh vin.H4 Thi i vi dch v sau mua c nh hng tch cc ti

nh tiu dng my tnh xch tay ca sinh vin.

H5 Nhn thc kim sot hnh vi c tc ng tch cc n nh

mua my tnh xch tay ca ngi tiu dng.

H6 Nhn thc ri ro i vi vic mua my tnh xch tay c tc

ng tch cc ti nh tiu dng my tnh xch tay ca sinh

vin di nh hng ca dch v sau mua.

Bng 30: cc gi thuyt cn c kim nh

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Hnh 11: m hnh gi thuyt

51

PBCATT

BE

INT

PEU

PRP

H1

BE1, BE2, BE3, BE4

PEU1, PEU2, PEU3, PEU4

ATT1, ATT2, ATT3, ATT4PBC1, PBC2, PBC3, PB

PRP1, PRP2, PRP3

INT1, INT2

H2H3

H4 H5

H6


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3.2.Phn tch hi quy

3.2.1. Cc yu t nh hng n thi

3.2.1.1. Ma trn tng quan gia cc bin nh hng ti thi

Ma trn tng quan di y th hin mi tng quan tuyn tnh

gia bin ph thuc l bin thi (ATT) ca sinh vin i vi dch v

sau mua ca my tnh xch tay v 2 bin c lp l nhn thc d dng

s dng (PEU) v bin nim tin (BE). H s tng quan gia ATT v

PEU v BE ln lt l 0.418 v 0.575. Tuy h s tng quan ny khng

cao lm nhng n cng mc trung bnh vi mc ngha ca h s

tng quan c din gii nh sau:

H s tng quan ngha

+/- 0.01 n +/- 0.1 Mi tng quan thp, khng ng

k

+/-0.2 n +/-0.3 Mi tng quan thp

+/-0.4 n +/-0.5 Mi tng quan trung bnh

+/-0.6 n +/-0.7 Mi tng quan cao

+/-0.8 tr ln Mi tng quan rt cao

Bng 31: mc ngha ca h s tng quan

V mi tng quan gia cc bin c lp v bin ph thuc

mc trung bnh nn ta c th a cc bin c lp ny vo m hnh

nh gi thi ca sinh vin i vi dch v sau mua ca my tnh

xch tay. Hn na, vai tr ca cc bin ny s c xem xt trong m

hnh hi quy bi nhm lm r s nh hng ca n ti bin cn c

gii thch l bin thi .

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Correlations

FAC_ATT FAC_PEU FAC_BE

Pearson Correlation FAC_ATT 1.000 .418 .575

FAC_PEU .418 1.000 .409

FAC_BE .575 .409 1.000

Sig. (1-tailed) FAC_ATT . .000 .000

FAC_PEU .000 . .000

FAC_BE .000 .000 .

N FAC_ATT 326 326 326

FAC_PEU 326 326 326

FAC_BE 326 326 326

Bng 32: ch s tng quan gia cc bin nh hng bin thi

3.2.1.2. Phn tch hi quy cc yu t nh hng n thi

Phn tch hi quy cho m hnh cc bin o lng thi ca sinh vin vi dch

v sau mua cu my tnh xch tay cho bng Model Summary ch ra thng kF= 95.193

vi xc sut p = 0.000 chng t m hnh hi quy ny l ph hp v c ngha thng kti mc 0.05.

Ngoi ra, ch s R bnh phng cng c dng nh gi ph hp ca m

hnh hi quy. Trong m hnh ny, kt qu ch ra rng R bnh phng iu chnh c gi

tr nh hn R bnh phng nn dng gi tr ny nh gi ph hp ca m hnh

nghin cu s chnh xc hn v n s khng thi phng mc ph hp ca m hnh

gii thch thi ca sinh vin i vi dch v sau mau ca my tnh xch tay. Gi tr R

bnh phng iu chnh cho thy c 2 bin s v nhn thc tnh d dng s dng v bin

s nim tin gp phn gii thch 36.7% s bin ng ca thi ca sinh vin i vi

dch v sau mua ca my tnh xch tay.

bo m tnh xc thc ca m hnh hi quy th s a cng tuyn gia cc

bin c lp cng cn phi c xem xt. Theo bng trn th m hnh ny c h s

Tolerance kh cao t 0.8 tr ln v cc h s VIF u di 2 so vi tiu chun kt

lun s a cng tuyn gia cc bin c lp l tn ti nu VIF >10. iu ny chng t

rng s a cng tuyn gia cc bin gii thch l rt thp nn n ph hp vi iu kin

tin tng vo m hnh hi quy l cc bin s d bo c lp vi nhau.

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Trong m hnh ny th c hai bin nhn thc tnh d dng s dng dch v sau

mua v bin nim tin i vi dch v sau mua u gp phn gii thch cho bin s c

lp l thi i vi dch v sau mua ca my tnh xch tay vi cc h s hi quy u

c ngha v mt thng k mc 0.05. bng coefficient, ct gi tr Beta phn nh

cng tc ng ca hai bin s ny ti thi ca sinh vin i vi dch v sau mua

Gi tr ny cho thy bin nim tin vi h s hi quy chun ha = 0.485, t = 10.036 v

bin nhn thc tnh d dng s dng dch v sau mua vi = 0.219, t = 4.53. V vy c

th kt lun rng bin nim tin vo dch v sau mua c nh hng dng mnh hn so

vi bin nhn thc tnh d dng s dng ca ln bin ph thuc l bin thi ca sinh

vin i vi dch v sau mua ca my tnh xch tay.

Model Summary

Model R

R

Square

Adjusted R

Square

Std. Error of the

Estimate

Change Statistics

R Square

Change F Change df1 df2

Sig. F

Change

1 .609a .371 .367 .79564582 .371 95.193 2 323 .0

a. Predictors: (Constant), FAC_BE, FAC_PEU

Bng 33: bng hi quy cc bin nh hng ti thi

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.

95.0% Confidence

Interval for B Collinearity Stati

B Std. Error Beta

Lower

Bound

Upper

Bound Tolerance VI

1 (Constant) -4.554E-17 .044 .000 1.000 -.087 .087

FAC_PEU .219 .048 .219 4.534 .000 .124 .314 .833

FAC_BE .485 .048 .485 10.036 .000 .390 .581 .833

a. Dependent Variable: FAC_ATT

Bng 34: bng h s cc bin nh hng ti thi

3.2.2. Cc yu t nh hng n nh tiu dng

3.2.2.1. Ma trn tng quan gia cc bin nh hng nh tiu dng

Ma trn di y th hin mi tng quan tuyn tnh ca cc bin c lp lPEU, ATT, PBC, PRP i vi bin ph thuc INT. H s tng quan Pearson gia bin

ph thuc INT v cc bin c lp PEU, ATT, PBC, PRP ln lt l 0.275, 0.398,

0.364, 0.316. H s ny th hin mi tng quan khng c cao gia bin cc bin

gii thch v bin cn c gii thch. lm r nh hng ca cc bin nhn thc tnh

d dng s dng, thi , nhn thc kim sot hnh vi v nhn thc ri ro i vi dch54


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v sau mua ca my tnh xch tay ca sinh vin ln bin nh tiu dng my tnh xch

tay di nh hng ca dch v sau mua th phng php hi quy a bi s c s

dng tip tc phn tch.

Correlations

FAC_INT FAC_PEU FAC_ATT FAC_PBC FAC_PRP

Pearson Correlation FAC_INT 1.000 .275 .398 .364 .316

FAC_PEU .275 1.000 .418 .404 .326

FAC_ATT .398 .418 1.000 .488 .432

FAC_PBC .364 .404 .488 1.000 .344

FAC_PRP .316 .326 .432 .344 1.000

Sig. (1-tailed) FAC_INT . .000 .000 .000 .000

FAC_PEU .000 . .000 .000 .000FAC_ATT .000 .000 . .000 .000

FAC_PBC .000 .000 .000 . .000

FAC_PRP .000 .000 .000 .000 .

N FAC_INT 326 326 326 326 326

FAC_PEU 326 326 326 326 326

FAC_ATT 326 326 326 326 326

FAC_PBC 326 326 326 326 326

FAC_PRP 326 326 326 326 326

Bng 35:ch s tng quan gia cc bin nh hng bin d nh hnh vi

3.2.2.2. Phn tch hi quy cc yu t nh hng n nh tiu dng

Tr thng k F trong bng model summary c gi tr bng 22.111 v gi tr sig.

rt nh bng 0.000 nn m hnh hi quy tuyn tnh bi a ra l ph hp vi d liu v

c gi tr v mt thng k.

Bng Coefficient di ch ra cc h s Tolerance l kh cao t 0.6 tr ln, vcc h s VIF u di 2.0, iu ny chng t s cng tuyn gia cc bin c lp l rt

thp m ph hp vi yu cu ca phn tch hi quy l cc bin s d bo phi l c lp

nhau l c lp nhau. V vy, phn tch hi quy y l ph hp.

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Trong m hnh ny, kt qu ch ra rng R bnh phng iu chnh c gi tr

(0.206) nh hn R bnh phng (0.216) nn dng gi tr ny nh gi ph hp ca

m hnh nghin cu s chnh xc hn. Gi tr R bnh phng iu chnh l 0.206, gi tr

ny ch ra rng m hnh gii thch 20.6% nh tiu dng my tnh xch tay ca sinh

vin di tc ng ca dch v sau mua.

Trong m hnh ny, ngoi tr h s hi quy ch s tc ng ca nhn thc tnh

d dng s dng dch v sau mua ca my tnh xch tay i vi sinh vin l khng c

ngha thng k, cc h s hi quy cn li u c ngha thng k mc 0.05. Mc

tc ng ca cc bin s n nh tiu dng ca sinh vin di tc ng ca dch v

sau mua th hin h s hi quy chun ha ct th ba trn bng Coefficient ct Beta.

Cng tc ng ca 3 nhn ti nh hng c sp xp gim dn, trong bin s

c tc ng mnh nht n nh tiu dng l thi i vi dch v sau mua ca sinh

vin, k tip l nhn thc kim sot hnh vi v cui cng l nhn thc tnh ri ro cadch v sau mua i vi my tnh xch tay. Tt c cc bin nh hng ny u c tc

ng ng dng n nh tiu dng my tnh xach tay ca sinh vin di tc ng

ca dch v sau mua (ln lt cc h s hi quy chun ha l: = 0.224, t = 3.648; =

0.182, t = 3.087; =0 .136, t = 2.428).

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

Change Statistics

R Square

Change F Change df1 df2

S

C

1 .465a .216 .206 .89093375 .216 22.111 4 321

a. Predictors: (Constant), FAC_PRP, FAC_PEU, FAC_PBC, FAC_ATT

Bng 36: bng hi quy cc bin nh hng ti d nh hnh vi

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

95.0% Confidence Interval

for B

Collinearity

Statistics

B Std. Error Beta Lower Bound Upper Bound Tolerance V

1 (Constant) 6.531E-17 .049 .000 1.000 -.097 .097

FAC_PEU .064 .057 .064 1.120 .263 -.048 .175 .758 1

FAC_ATT .224 .061 .224 3.648 .000 .103 .345 .649 1

FAC_PBC .182 .059 .182 3.087 .002 .066 .298 .702 1

FAC_PRP .136 .056 .136 2.428 .016 .026 .247 .774 1

a. Dependent Variable: FAC_INT

Bng 37: bng h s cc bin nh hng ti nh hnh vi

4. Kt qu kim nh gi thuyt v m hnh nghin cu

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Gi thuyt nh hng Beta Sig. Kt lun

H1 BE ATT 0.219 0.000 < 0.05 Chp nhn

H2 PEUATT 0.485 0.000 < 0.05 Chp nhn

H3 PEU INT 0.064 0.263 > 0.05 Bc b

H4 ATT INT 0.224 0.000 < 0.05 Chp nhn

H5 PBC INT 0.182 0.02 < 0.05 Chp nhn

H6 PRP INT 0.136 0.016 < 0.05 Chp nhn

Bng 38: kt qu kim nh gi thuyt

Da vo vic phn tch hi quy a bi trn th bng trn ch ra kt qu ca cc php

kim nh cc gi thuyt da vo m hnh gi thuyt c rt ra phn trn. C 6 gi thuyt

c a ra th c 5 gi thuyt c chp nhn mc ngha 95 % v mt gi thuyt b bc b

do khng c ngha v mt thng k.

C th a ra kt lun v m hnh gi thuyt nh sau:

nh tiu dng my tnh xch tay ca sinh vin di nh hng ca dch v

sau mua b nh hng bi thi i vi dch v sau mua, nhn thc kim sot hnh vi

i vi dch v sau mua v nhn thc ri ro i vi dch v sau mua. Cc nh hng

ny c tnh cht tch cc v thi ca sinh vin i vi dch v sau mua ca my tnh

xch tay nh hng ln nht ti nh tiu dng my tnh xch tay ca sinh vin dis nh hng ca dch v sau mua vi h s Beta cao nht 0,224. iu ny c ngha l:

Khi sinh vin c thi cng tch cc i vi dch v sau mua th nh tiu

dng i vi my tnh xch tay ca sinh vin di s nh hng ca dch v

sau mua cng tng ln.

Khi sinh vin c nhn thc cng cao v kh nng c th s dng dch v sau

mua th nh tiu dng my tnh xch tay cng tng ln.

Nhn thc ri ro v vic mua my tnh xch tay cng cao th nh tiu

dng my tnh xch tay di s nh hng ca dch v sau mua cng cao.

Thi i vi dch v sau mua ca sinh vin b nh hng bi nim tin v

nhn thc tnh d dng s dng. Trong , nhn thc tnh d dng khi s dng dch v

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sau mua c nh hng mnh hn so vi nim tin i vi dch v sau mua ca sinh vin

do nhn thc tnh d dng khi s dng dch v sau mua c h s Beta ln hn. iu ny

c th c gii thch nh sau:

Khi sinh vin c mc tin tng cng cao i vi dch v sau mua ca

my tnh xch tay th thi i vi dch v sau mua s tch cc hn.

Khi sinh vin nhn thc tnh d dng khi s dng cc dch v sau mua

ca my tnh xch tay cng cao th thi ca sinh vin i vi dch v

sau mua cng s tch cc hn.

Chng 5: Kt lun

1. Gii thiu

Bi nghin cu ny i su vo tm hiu v khm ph s nh hng ca dch v sau mua

i nh mua my tnh xch tay sinh vin thng qua cc bin hnh vi nh: nhn thc tnh

hu dng, nim tin, nhn thc tnh d dng s dng, nhn thc kim sot hnh vi, chun ch58


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quan v nhn thc ri ro cng nh tm ra mc nh hng ca nhng yu t ti nh tiu

dng my tnh xch tay ca sinh vin nh th no.

Mc ch ca chng ny l tm tt cc kt qu nghin cu chnh v tho lun ngha

ca cc kt qu nghin cu. Chng ny bao gm c hai ni dung chnh nh sau: (1) tm tt kt

qu tm c v trnh by ngha thc tin ca chng, (2) nhng hn ch v ra hng

nghin cu tip theo.

2. Kt qu chnh v ng gp ca nghin cu

Vi nhng kt qu tm c bi ngin cu ny ng gp tch cc trong thc tin cho

cc doanh nghip kinh doanh cng nh sn xut my tnh xch tay ni ring v c cc doanh

nghip hng in t ni chung.

Nghin cu ng gp nhng hiu bit su v thi cng nh nhng yu t tc ng

n d nh ca ngi tiu dng hng my tnh xch tay, c bit l i vi i tng sinh

vin. Kt qu cho thy nm trong s su gi thuyt a ra c tc ng tch i vi nh

mua my tnh xch tay ca sinh vin.

Cc thang o lng cc khi nim nghin cu ny c thit k v kim nh. Khi

a vo s dng cho vic nh gi v o lng cc bin nghin cu, cc thang o ny u t

tin cy v gi tr hu dng. Kt qu em li t cc thang o ca cc gi thuyt v dch v saumua c th gip cc nh nghin cu trong lnh vc hng tiu dng my tnh xch tay ti th

trng Vit Nam c bit l H Ni. ng thi nghin cu cng gp phn khng nh tnh

ng n ca thang o lng c th vn dng cho cc loi sn phm khc nhau trn th trng

c cng c im tng ng.

Vi s cnh tranh gay gt nh hin nay, mun tn ti th cc doanh nghip phi n lc

xy dng cho mnh mt h thng dch v sau mua vng chc nhm to dng nim tin vo sn

phm cng nh thng hiu ca cng ty. Nu to ra c s hi lng v tin tng ca khchhng v dch v sau mua th s gp phn cho doanh nghip nng cao sc cnh tranh cng nh

thu ht khch v pha mnh. T nghin cu ny gi cho doanh nghip trong chin lc xy

dng mt dch v sau mua p ng v tha mn nhu cu khch hng.

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Th nht, kt qu nghin cu ch ra hai yu t l nhn thc tnh hu dng, v nim tin

c tc ng tch cc n thi i vi dch v sau mua ca sinh vin. Chnh v vy, khi xy

dng v pht trin dch v sau mua cho mt hng my tnh xch tay hay cc mt hng in t

khc c tnh tng ng, cc doanh nghip cn phi tp trung mnh vo vic xy dng v pht

huy nhng nhng yu t nhm nng cao nhn thc tnh hu dng ca dch v sau mua v nim

tin vo dch v sau mua. i vi yu t nhn thc tnh hu dng, th yu t ny c nh gi

thng qua PU1, PU2, PU3, PU4, PU5, PU6, v vy doanh nghip cn ch trng vo 6 yu t

ny. V d nh lm cho khch hng nhn ra c nhng li ch m khch hng nhn c t

dch v sau mua, doanh nghip cn phi xy dng nhng chin lc qung b v truyn thng

nhm thng tin n khch hng gip h nhn bit c nhng li ch ca h s nhn c

khi mua my tnh xch tay hay cc mt hng in t t ni chung thng qua i ng t vn vin

hay t ri, bn rn, vn vnTuy yu t nim tin c mc nh hng khng cao nh yu t

nhn thc tnh hu dng ti thi nhng n cng gp phn quan trng trong vic xy dng

thi tch cc ca sinh vin i vi dch v sau mua ca my tnh xch tay thng qua 4 yu t

BE1, BE2, BE3, BE4.

Th hai, kt qu cng ch ra rng thi , nhn thc kim sot hnh vi v nhn thc ri

ro c nh hng ln nh hnh vi ca sinh vin. Trong , thi c nh hng mnh nht

sau l nhn thc kim sot hnh v nhn thc ri ro c nh hng t nht ti nh tiu

dng ca sinh vin i vi my tnh xch tay.

3. Hn ch ca ti v hng nghin cu tip theo

Cng nh nhng bi nghin cu khc, nghin cu ny cng khng trnh khi nhng hn

ch nht nh, nhng hn ch ca nghin cu c ch ra nh sau:

Mt l, s lng ca mu l 326 v ch bao gm nhng sinh vin hin ang theo hc ti

cc trng i hc trong phm vi ni thnh H Ni nn kt qu c th s khng i din c

cho ton b sinh vin. Kt qu s tt hn nu s lng mu v phm vi rng hn.

Hai l, nghin cu ny ch thc hin duy nht vi dch v sau mua, c th cn nhiu yu

t khc gp phn nh hng n d nh mua my tnh xch tay sinh vin nh: khuyn mi,

thng hiu,... iu ny a ra hng nghin cu cho cc bi nghin cu tip theo.

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Ba l, nghin cu ny thc hin theo hnh thc chn mu hn ngch hay cn gi l chn

mu nh mc. K thut chn mu ny thuc loi phi xc sut v vy s suy rng ra t kt qu

nghin cu mu i vi ton tng th c th t chnh xc khng cao. Do , thu c

kt qu nghin cu tt hn, khi qut hn th mu nghin cu nn c chn theo phng php

xc sut.

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Ti liu tham kho

Ti liu ting Vit

1. Hon Trng & Chu Mng Ngc (2005), phn tch d liu vi SPSS, nh xut bn

thng k tpHCM.

2. Nguyn nh Th, Nguyn Th Mai Trang, (2007). Nghin cu khoa hc MarketingNXB i Hc Quc Gia Tp.HCM.

3. Nguyn nh Th, Nguyn Th Mai Trang, (2007). Nghin cu trng, NXB i

Hc Quc Gia Tp.HCM.

Ti liu ting Anh

1. Ajzen, I. and Fishbein, M. (1980). Understanding Attitude and Predicting

Social Behavior. Englewood Cliffs, New Jersey: Prentice-Hall.

2. Barnet, Sylvan, and William E. Cain. A Short Guide to Writing about Literature. 9thed. New York: Longman, 2003.

3. Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention and behavior: An

introduction to theory and research. Reading, MA: Addison-Wesley.

4. Fishbein, M., Aijen, I., (1975),Belief, attitude, intention, and behavior: An

introduction to theory research, Dons Mills: Addison-Wesley.

5. Kotler, P (2003), Marketing Management, 11

th

ed, Upper Saddle River, NJ:Prentice-Hall.

6. Miniard, P. W., & Cohen, J. B., (1983). Modelling personal and normative

influences on behavior.Journal of Consumer Research, 10, 169-180.

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7. Moore, D. S. (1992). Statistics: Decisions through data. Lexington, MA: COMAP,

Inc.

8. Neuman,W.,L.(2003). Social Research Methods: Qualitative and Quantitative

Approahes. Boston. Pearson Education Inc.

9. Paul Peter, C. Olson and G.Grunert (1999). Consumer behaviour and marketing

strategy, European Edition.

10.Pavlou, P.A. (2001), Consumer Intentions to adopt Electronic Commerce

Incorporating Trust and Risk in the Technology Acceptance Model, DIGIT

Workshop, New Orleans, Louisiana, 16 December 2001, Available:

www.mis.temp.edu/digit/digit2001/files/ consumerIntentionsToAdopt_Digit2001.doc

,pp.1-28.

11.Zikmund,W.G.(2000) Business research Methods (3thed.),fort worth: HarcourtCollege Publishers.

63
http://www.mis.temp.edu/digit/digit2001/files/http://www.mis.temp.edu/digit/digit2001/files/consumerIntentionsToAdopt_Digit2001.dochttp://www.mis.temp.edu/digit/digit2001/files/consumerIntentionsToAdopt_Digit2001.dochttp://www.mis.temp.edu/digit/digit2001/files/consumerIntentionsToAdopt_Digit2001.dochttp://www.mis.temp.edu/digit/digit2001/files/consumerIntentionsToAdopt_Digit2001.dochttp://www.mis.temp.edu/digit/digit2001/files/http://www.mis.temp.edu/digit/digit2001/files/http://www.mis.temp.edu/digit/digit2001/files/consumerIntentionsToAdopt_Digit2001.dochttp://www.mis.temp.edu/digit/digit2001/files/consumerIntentionsToAdopt_Digit2001.dochttp://www.mis.temp.edu/digit/digit2001/files/consumerIntentionsToAdopt_Digit2001.doc


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Ph lc 2: Dn bi kho st nh tnh

1. Anh (ch) c ang s hu my tnh xch tay khng?

2. Khi nhc ti dch v sau mua ca my tnh xch tay anh (ch) ngh dch v y bao gm

nhng g?

3. Anh (ch ) ngh dch v sau mua s em li li ch cho anh (ch) ch? Li ch l g?

V sao anh (ch) ngh dch v sau mua s em li li ch cho anh (ch)?

4. Trc khi mua sn phm anh (ch) hay tham kho kin t u? V sao?

5. Ch c quam tm ti cc dch v sau mua khi mua sn phm in t khng?

6. Nhng yu t no anh ch (ngh) s mang li ri ro cho anh (ch) khi quyt nh mua

my tnh xch tay?

7. iu g m anh ch ngh rng ti sao ti hin ti anh (ch) vn cha quyt nh s hu

mt my tnh xch tay?

8. Anh ch ngh rng dch v sau mua phi nh th no th mi lm anh ch yn tm hn

khi mua my tnh xch tay?

Ph lc 3: Bng cu hi kho st

BNG KHO STS NH HNG CA DCH V SAU MUA I VI D NH MUA MY TNH

XCH TAYBng cu hi s: ..Ni tin hnh kho st: ..Thc hin ngy: ..

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Cho cc bn, chng ti ang thc hin mt cuc nghin cu v nh tiu dng my tnhxch tay ca sinh vin di nh hng ca dch v sau mua. Rt mong cc bn bt cht thi gianqu bu thc hin gip ti bng cu hi ny.

Mi thng tin cc bn cung cp s c gi b mt.

I. Cu hi kho st:nh du vo cu tr li bn chn

1. Bn l sinh vin nm th:a. Th 1 c. Th 3b. Th 2 d. Th 4

2. Hin ti bn c ang s hu my tnh xch tay khng?C b. Khng

Nu cu tr li ca bn l C th dng bn kho st y. Cm n bn thamgia. Nu cu tr li l cha th tip tc vi cu hi s 3.

3. Theo bn khi ni n dch v sau mua i vi mt hng my tnh xch tay bn nghdch v ny bao gm (c th chn nhiu la chn):a. Bo hnhb. Bo tr v sa chac. H tr ci t phn mmd. Ti liu hng dne. H tr qua in thoi, emailf. C ch u i khi mua thm

linh king. c nhn vin k thut hng

dn s dngh. Cho vay mua hngi. Khc: (nu r)

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II. Vui lng cho bit mc ng ca bn i vi cc pht biu sau y:nh du vo bn chn (1: hon ton khng ng ; 2: khng ng ; 3: bnhthng; 4: ng ; 5: hon ton ng )

1 2 3 4 5

1. Theo bn dch v sau mua ca my tnh xch tay s mang li cho bn nhng tin ch:Sn phm c bo hnh v sa cha khng tn chi ph trong mt thi gian nht nhDch v sau mua gip bn yn tm hn v cht lng sn phmc u i hn khi mua thm khi mua linh kinc h tr ci t phn mmc cung cp ti liu hng dn s dng sn phmDch v sau mua em li nhiu lich cho bn.

2. Theo bn mc d dng khi s dng dch v sau mua:Th tc ca dch v sau mua n ginThi gian gii quyt nhanh chng

D dng lin lc c h tr qua in thoi, email khi sn phm gp trc trca im bo hnh c nhiu ni3. Bn ngh yu t nh hng n mc tin tng ca bn i vi dch v sau mua:

Thi ca nhn vin trung tm dch v sau muaThng hiu trung tm thc hin dch v sau muaThi gian tn ti ca trung tm thc hin dch v sau muaTay ngh ca i ng nhn vin k thut

4. Thi ca bn v dch v sau mua:Bn mun c h tr t dch v sau mua khi mua my tnh xch tayBn ngh rng dch v sau mua l tht s cn thitBn rt quan tm n dch v sau mua khi xem xt mua my tnh xch tay

Bn cm thy yn tm mua khi c dch v sau mua5. S quan tm ca bn ti dch v sau mua:

Bn quan tm nhiu n cc dch v sau mua i vi my tnh xch tayBn thng theo di nhng chng trnh ca dch v sau muaBn hay tm kim nhng thng tin v dch v sau mua ca my tnh xch tayBn hay tm kim s h tr ca dch v sau mua i vi my tnh xch tay

6. Ngi c sc nh hng nht ti d nh mua my tnh xch tay ca bn:

Phng tin truyn thng nh hng nhiu nhtBn b ca bn c nh hng nhiu nht

7. Theo bn nhng yu t ca ri ro c th gp phi khi bn mua my tnh xch tay:

Sn phm khng c m bo v cht lngKhi b h hng s lm pht sinh thm chi phThi gian sa cha chm chp v lu lc

8. D nh mua my tnh xch tay ca bn:Bn c k hoch mua my tnh xch tay trong thi gian ti.Bn quyt nh mua my tnh xch tay trong thi gian ti.

III. Thng tin c nhnPage | 66


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1. Gii tnh:a. Nam b. N

2. Thu nhp hng thng ca bn bao gm tr cp t gia nh v t cng vic lm thm l:

a. Di 1 triu b. T 1-2 triuc. T 2-3 triu d. Trn 3 triu

CM N BN HP TC THC HIN BN KHO ST NY

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