PHN 2: NI DUNG NGHIN CU

1. M T MU NGHIN CU
1.1. Mu nghin cu
Trong qu trnh nhm chng ti thu thp d liu bng bng cu hi, theo
phng php phng vn trc tip, s lng bng cu hi ca chng ti l 170,
nhng ch c 127 bng hi l hp l, tc l tr li y cc cu hi v ph hp vi
mc tiu nghin cu ca chng ti. Ngoi ra chng ti cn thu thp c 80 mu
kho st trc tuyn hp l thng qua cng c google forms. Tng cng quy m mu
l 207. Sau y l m t 1 s c trng ca mu
1.2. Ni c tr

Biu 1: Biu th hin ni c tr ca mu c kho st

Chng ti gi nh khch hng c qu qun ti thnh ph h ch minh s c
hnh vi mua sm trc tuyn khc vi cc khch hng ni khc, cho nn chng ti
a bin ni c tr vo quan st. T l khch hng c h khu TP.HCM l 43%,
t l khch hng tm tr ti thnh TP.HCM l 57%.




1.3. Gii tnh

Biu 2: Biu th hin t l nam n trong mu c chn
D c gng trong khu chn mu cho t l nam v n cn bng nhau,
nhng trong qu trnh x l d liu, chng ti loi mt s bng cu hi khng t
yu cu, cho nn t l nam, n chnh lch l kh cao. T l khch hng N trong
mu nghin cu l 58%, t l khch hng Nam l 42%.




1.4. Thi gian s dng internet hng ngy
Biu 3: Biu th hin thi gian s dng Internet hng ngy ca khch hng

Trong mua sm trc tuyn th thi gian s dng Internet l 1 bin s quan
trng. Nhm chng ti mun tm hiu xem thi gian s dng Internet hng ngy ca
khch hng lin quan nh th no n hnh vi mua sm trc tuyn. Cho nn chng
ti a bin ny vo quan st. Kt qu ban u cho thy, a s khch hng c thi
gian s dng Internet nhiu trong ngy, 65% khch hng c kho st c thi gian
s dng internet t 1 n 5h hng ngy. 30% khch hng c s thi gian s dng
trn 5h hng ngy. Ch c 5% trong s khch hng c hi s dng Internet di
1h mt ngy. iu ny cho thy khch hng l i tng rt tim nng thc y
th trng mua sm trc tuyn pht trin.

1.5. Chi tiu hng thng
V tng th nghin cu l cc bn khch hng trn cc trng H, C trn
a bn TP.HCM, cho nn mc chi tiu hng thng ca nhm i tng ny ch yu
l t
1 n 5 triu/ thng. Trong , 32% khch hng, chim phn ln, c mc chi tiu t
1 n 2triu. Ch c 4% khch hng c mc chi tiu trn 5triu/ thng.






Biu 4: Biu th hin chi tiu hng thng ca khch hng c kho st
1.6. Mc gi sn sng chp nhn khi mua sm trc tuyn

Biu 5: Biu th hin mc gi sn sng chp nhn trong mua sm trc tuyn ca khch hng
Kt qu cho thy rng, a s khch hng sn sng chi tr mua sm trc
tuyn m khng cn cn nhc hoc cn nhc t nu mn mn hng tr gi di




500.000 vn. Rt t khch hng sn sng chp nhn b ra trn 1.000.000 ( 3%),
mua sm trc tuyn.
2. HNH VI MUA SM TRC TUYN
2.1. Cc loi hng ha khch hng thng chn mua sm trc tuyn

Biu 6: Biu trn th hin c cu cc mt hng khch hng thng mua sm trc tuyn
Da vo biu ta c th thy tng quan v c cu ci loi mt hng m
khch hng thng mua sm trc tuyn. Trong , cc mt hng thuc nhm " Qun
o, giy dp, cc ph kin thi trang " c t trng cao nht, chim 33%. K tip theo
l " Cc phiu gim gi (coupon)" chim 30%. Cc hng in t, linh kin cc loi,
sch v cc tng phm, sn phm handmade ln lt chim t trng 12%, 11%,
11%.
V i tng nghin cu ch yu l sinh vin v nhn vin vn phng trn a
bn TP.HCM nn ngoi cc khon chi tiu cho n, ung, vui chi, gii tr, th
khong chi tiu cho qun o, giy dp cng chim phn ln trong c cu chi tiu ca
02 nhm ny. iu l gii ti sao cc mt hng thuc nhm " Qun o, giy dp,
cc ph kin thi trang " chim t trng cao trong danh mc cc mt hng khch
hng thng mua sm trc tuyn. Ngoi ra, ta cn nhn thy nhm l " Cc phiu
gim gi (coupon)" cng chim t trng kh cao trong danh mc ( 30%). T nm
2010 n nay, l thi im n r ca cc loi hnh kinh doanh theo nhm, vi s
xut hin ca hng lot cc website mua theo nhm nh nhommua.com,
cungmua.com, muachung.com, hotdeal.vn, khch hng li l nhm i tng d
thch nghi vi ci mi, thm vo l nhng u im ca mua hng theo nhm




nh : gi r, tin li, cc deals, offers thng l cc dch v n ung, gii tr, rt ph
hp vi nhu cu ca khch hng. Cho nn hnh thc mua hng theo nhm ngy cng
c khch hng a chung.
2.2. S khc bit trong chn la cc danh mc mua sm trc tuyn.
Chng ti mun tm hiu xem liu c s khc bit v khc bit nh th no
trong hnh vi chn la cc mt hng theo gii tnh v ni c tr.


Biu 7: Biu ct th hin s khc bit trong la chn mt hng theo gii tnh
Ta c th d dng nhn thy, i vi cc i vi cc mt hng thuc nhm "
Qun o, giy dp, cc ph kin thi trang " s quan tm v nhm hng ny trong
mua sm trc tuyn thuc v cc bn n vin vi t l 60.2% so vi 39.8% ca cc
bn nam khch hng. Trong khi nhm " hng in t, cc linh kin in t" th s
ch li nghin tri v pha cc bn Nam vi t l 76.1% so vi 23.9% i vi cc
bn N. Kt qu ny ph hp vi cc c tnh trong tm l v hnh vi tiu dng
gia theo gii tnh.




Mt kt qu khc ng ch l i vi nhm " cc phiu gim gi (coupon)",
kt qu cho thy, cc bn N khch hng quan tm nhiu hn n hnh thc mua
hng theo nhm so vi cc bn Nam khch hng ( 64% so vi 36%). S khc bit
ny c th l do cc gi dch v gim gi m cc cng ty mua hng theo nhm cung
cp ph hp hn i vi nhu cu ca cc bn N khch hng ( cc mt hng thi
trang, dch v n ung, lm p).
S chnh lch v nhm hng sch v cc tng phm, sn phm lm bng tay
gia 2 gii l khng nhiu.

Tip theo chng ti s b sung thm bin quan st " Ni c tr " xem s
khc bit trong hnh vi mua sm.


Tm tr
TP.HCM
C h khu
TP.HCM
N Nam N Nam
Qun o, giy dp, cc ph kin thi trang 66.2% 33.8% 52.7% 47.3%
Hng in t, linh kin in t cc loi 24.0% 76.0% 23.8% 76.2%
Cc phiu gim gi (coupon) 67.2% 32.8% 59.6% 40.4%
Sch cc loi 50.0% 50.0% 60.9% 39.1%
Cc sn phm handmade, qu tng 60.7% 39.3% 53.3% 46.7%
Bng 1: Bng so snh s khc bit ca nam, n khch hng c h khu TP.
HCM v tm tr TP.HCM trong cc loi hng ha c mua trc tuyn

Da vo bng trn so snh trn. Ta c th thy, i vi nhm mt hng "Qun
o, giy dp, cc ph kin thi trang ", s khc bit trong chn la nhm hng ny
theo gii tnh l rt cao i vi cc bn khch hng t cc tnh khch n TP.HCM
hc tp, s chnh lch l gn gp i ( 66,2 % n khch hng quan tm n nhm
hng ny so vi 33,8% cc bn nam khch hng). Trong khi , s chnh lch theo
gii tnh l khng ln cho nhm hng ny i vi cc bn khch hng sng
TP.HCM l l khng ln (5,4%). iu ny cho thy cc bn Nam khch hng
TP.HCM ch n v b




ngoi v xu hng thi trang hn so vi cc bn Nam khch hng n t cc tnh
khc.
Cc s khc bit trong cc mt hng cn loi c ngha khng nhiu. Xem
biu ct th hin s khc bit bn di.

Biu 8: Biu ct th hin s khc bit ca nam, n khch hng c h khu
TP. HCM v tm tr TP.HCM trong cc loi hng ha c mua trc tuyn


2.3. Cc trang web khch hng thng mua trc tuyn





Biu 9: Biu trn th hin cc loi trang web khch hng thng chn mua sm trc tuyn

Kt qu thng k v cc loi trang web khch hng thng mua sm trc tuyn
cho thy khch hng thng mua sm trc tuyn nhiu nht cc trang mua theo
nhm (37%), tip n l cc sn giao dch thng mi in t chim 24%, mng x
hi v cc din n chim ln lt l 17% v 13%. iu ny minh chng cho tc
tng trng nhanh ca loi hnh mua theo nhm th trng TP.HCM trong 2 nm
gn y, loi hnh ch yu nhm n gii tr, vi s ra i ca ngi tin phong l
trang nhommua.com vo cui nm 2010, n nay nhng trang web kinh doanh theo
m hnh mua theo nhm ln n hng trm, vi nhng tn tui ln nh
nhommua.com, muachung.com, cungmua.com, hotdeal.vn ...v.vv.
Tng quan v th trng thng mi in t Vit Nam th cc sn giao dch
in t vn gi vai tr quan trng nht trong thi quen mua sm trc tuyn, tuy
nhin, i tng nhm n ca cc trang ny rt a dng, mi thnh phn,
mi la tui. Nhng trong nhng nm gn y vi s pht trin t ca cc trang
mua theo nhm, vi hng trm trang web kinh doanh theo m hnh mua theo nhm
xut hin trong 2 nm qua, s ch ca khch hng i vi mua sm trc tuyn
chuyn dn sang loi hnh mua theo nhm. iu ny l gii cho kt qu khch hng
thng mua sm trc tuyn nhiu nht cc trang mua theo nhm (37%), tip n
l cc sn giao dch thng mi in t chim 24%. Tuy nhin trong nhng nm
tip theo khi loi hnh mua theo nhm bo ha, cc sn giao dch in t vi h
thng thanh ton v c s h tng thanh ton trc tip tng bc pht trin v hon
thin s ly li v th ca mnh trong mua sm trc tuyn.
Mng x hi l 1 khi nim ch mi xut hin Vit Nam trong nhng nm
gn y, bt u t gia nm 2009 vi nhng tn tui ln nh Zing me , Facebook
VitNam. n nay mng x hi tr thnh mt phn khng th thiu i vi i
a s gii tr cc thnh ph ln. Vi th phn mng x hi ang nm phn ln
trong tay Zing me v Facebook - Theo cc cng c Google Ad Planner, Alexa.
c a s gii tr a thch v s dng, cho nn mng x hi ngy cng tr thnh




mt knh mua sm trc tuyn hiu qu cho gii tr ni chung v khch hng ni
ring.

Mt trong nhng chng trnh khuyn mi ca Th gii di ng

Nm 2011 l nm cc nh bn l ln c thng hiu v xy dng c
c h thng phn phi, bn l uy tn khp nh Nguyn Kim, Th Gii Di ng ,
Vin Thng A, Hon Long cng lc trin khai knh bn l trc tuyn, tch hp c h
thng thanh ton trc tuyn cng nh hnh thc thanh ton truyn thng khch
hng c th trc tip chn mua v thanh ton trc tuyn, ch khng n thun l ch
gii thiu sn phm nh nhng nm gn y. Vi th mnh l thng hiu uy tn,
c nhiu ngi bit n, gi thp hn khi mua ti ca hng t 2 n 5%, sn
phm c m bo cht lng, h thng giao dch thanh ton an ton, thun tin,
nhanh chng, h thng bn l trc tuyn ca cc cng ty trn tng bc vt qua
nhng tr ngi t pha khch hng nh yu t nim tin, yu t cht lng sn phm-
ngi tiu dng lo lng khng bit cht lng mn hng c tt khng (v khng
c thy tn mt, s tn tay), hng c b giao tr hay khng. T dn dn chim
c lng tin ni khch hng v tip tc pht trin mnh. H thng bn l trc tuyn
ca cc nh bn l ln mi cng thu ht c s ch ca khch hng vi 8%
khch hng c kho st ni thng mua sm trn cc knh bn l trc tuyn ny.
Cc sn phm c bn trc tuyn ca cc nh bn l trn ch yu l cc sn phm
cng ngh, hng in t, cho nn mc gi kh cao so vi s tin khch hng sn
sng b ra giao dch trc tuyn, cho nn t khch hng chn mua sm trc tuyn
trn knh bn l ny.





2.4. Mc chi tiu, mc gi sn sng chp nhn v tn sut mua trc tuyn

Biu 10: Biu th hin s thay i mc gi chp nhn mua sm trc tuyn theo chi tiu

Ta c th nhn thy 1 iu. Ph gi t 100 n 500 nghn c khch hng
chp nhn nhiu nht v tng dn theo chi tiu. T 60% khch hng c chi tiu di
1 triu chp nhn ph gi t 100 n 500 nghn tng dn cho n 80% khch hng
c chi tiu t 3 n 5 triu chp nhn ph gi ny. Ph gi t 500 ngn n 1 triu,
dn c chp nhn nhm khch hng c chi tiu t 2 n 5 triu. ( 12,7% khch
hng c hi c chi tiu t 2 n 3 triu chp nhn mc gi ny, 15% khch hng
c chi tiu t 3 n 5 triu chp nhn mc gi ny). T cho thy mc chi tiu
cng cao th mc gi sn sng chp nhn khi mua sm trc tuyn cng cao.
Qua phn tch mi quan h tng quan mc gi sn sng chp nhn khi mua
sm trc tuyn v chi tiu cho thy gi tr p < 0.05, vi h s tng quan Pearson r =
0.456 ( c ngha thng k), chng t tn sut mua sm v chi tiu c mi tng
quan dng v kh mnh vi nhau.






2.5. Tn sut mua sm trc tuyn.

Biu 11: Biu th hin tun sut mua sm trc tuyn ca khch hng trong
nm

a s khch hng c kho st tr cho bit rng trong nm qua h ch mua sm
trc tuyn t 1 n 3 ln ( chim 48%). y l i tng t khi mua sm mua sm trc
tuyn. 16% i tng c kho st ni rng trong nm qua h mua sm trc tuyn
nhiu hn 10 ln. y l i tng rt thng xuyn mua sm trc tuyn.





Biu 12: Biu th hin s thay i trong tn sut mua sm trc tuyn da theo mc chi tiu
Nhn vo biu ta c th thy tn sut mua sm trc tuyn thay i ty theo
mc chi tiu. Chi tiu cng cao, tn sut mua sm trc tuyn thng xuyn cng
nhiu ( 7 n 10 ln) tng dn t 6,7% mc chi tiu di 1 triu ln 25% mc
chi tiu t 3 n 5 triu. Tun sut mua sm trn 10 ln cng tng thm khi chi tiu
tng ln t 4,4% mc chi tiu di 1tr ln 35% mc chi tiu t 3 n 5 triu.
Qua phn tch mi quan h tng quan gia tun sut mua sm trc tuyn v
chi tiu cho thy gi tr p < 0.05, vi h s tng quan Pearson r = 0.361( c ngha
thng k), chng t tn sut mua sm v chi tiu c mi tng quan dng vi
nhau.

2.6. Tham chiu trong mua sm trc tuyn
Bn bin quan st : Ti thng hi kin bn b trc khi mua hng trc
tuyn, Ti thng hi kin gia nh trc khi mua hng trc tuyn, Ti thng
tham kho cc kin, nh gi, bnh lun trn mng ca ngi mua trc, Ti




thng tm kim thng tin v thng tin ngi bn trn cc cng c tm kim (
google, yahoo, bing, ...) c t ra do lng hnh vi tham chiu trong mua sm
trc tuyn ca khch hng

Biu 13: Biu th hin gi tr trung bnh ca cc bin quan st trong hnh vi tham chiu
ca khch hng

C th thy trong mua sm trc tuyn, khch hng ch yu tham kho, nh
gi sn phm, ngi bn trn internet. Vi g tr trung bnh tng i cao ca 2
ngun tham chiu : " kin, nh gi, bnh lun trn mng", v " Cng c tm kim"
mean = 5,174 v 4,783. Trong khi , cc ngun tham chiu truyn thng nh " hi
kin ngi thn, gia nh " c gi tr trung bnh mean = 3,85 < 4, chng t rt t
khch hng
mua sm trc tuyn hi kin ca ngi thn, gia nh ra quyt nh mua.














2.7. Xp hng cc yu t nh hng n mua sm trc tuyn ca khch hng

Biu 14: Biu th hin cc yu t nh hng n quyt nh mua sm trc tuyn ca
khch hng.
Khi c yu cu xp hng t quan trng nht n km quan trng nht nh
hng n quyt nh mua sm trc tuyn ca khch hng. C 38% khch hng cho
rng cht lng sn phm m bo l yu t quan trng trong nht khin cho h
quyt nh mua trc tuyn. K tip l yu t gi ( 34%) . Tnh tin li v v
chng loi sn phm a ng khng phi l cc yu t hp dn khin cho khch
hng quyt nh mua sm trc tuyn.














3. CC NHN T NH HUNG N VIC MUA SM TRC TUYN
3.1. M hnh v cc gi thuyt nghin cu
3.1.1. M hnh nghin cu




H1: Tnh tin li c mi tng quan dng vi s hi lng ca khch hng
H2: S thoi mi trong mua sm trc tuyn c tng quan dng vi s hi
lng ca khch hng
H3: Cc yu t v gi trong mua sm trc tuyn c tng quan dng vi s
hi lng ca khch hng
















Tnh tin li

Tnh thoi mi




Kh nng chn
la hng ha

S tin tng







Kh nng thanh
ton



H1

H2

H3

H4

H6

H7

H5a

Gi c
H5

H6a

Tn sut mua
sm
trc tuyn
S hi lng




H4: Kh nng la chn hng ha trong mua sm trc tuyn c mi tng
quan dng vi s hi lng ca khch hng
H5: Kh nng p ng ca trang web mua bn c mi tng quan dng vi
s hi lng ca khch hng
H5a: Kh nng p ng ca trang web mua bn c mi tng quan dng vi
tn sut mua sm trc tuyn
H6a: S tin tng trong mua sm trc tuyn c mi tng quan dng vi s
hi lng ca khch hng
H6a: S tin tng trong mua sm trc tuyn c mi tng quan dng vi
tn sut mua sm trc tuyn
H7: S hi lng ca khch hng c mi tng quan dng vi tn sut mua
sm trc tuyn

3.1.2. Thang o
Thang o c s dng l thang o Likert 7 im, vi mc 1 l hon ton
khng ng , mc 7 l hon ton ng (t cu 6 n cu 33). Mc 1 l hon ton
khng hi lng, 7 hon ton hi lng ( cu 34). Mc 1: chc chn khng tip tc, 7
chc chn tip tc ( cu 35). Mc 1: chc chn khng gii thiu, 7 chc chn gii
thiu ( cu 36). Chi tit xem bng cu hi nh km.
Thang o mc hi lng vi hnh thc mua sm trc tuyn theo m hnh xut
gm 24 bin quan st, o lng 6 yu t nh hng n mua sm trc tuyn (1) tnh
tin li, (2) tnh thoi mi, (3) gi c, (4) kh nng la chn hng ha, (5) tnh p
ng ca trang web, (5) s tin tng.

3.2. Kt qu phn tch cc nhn t khm ph (EFA)
Phung php nhn t Principal components vi php xoay Varimax uc s
dng. H s KMO = 0.804 vi mc ngha bng 0 (sig. = 0,000). Vi 24 bin quan
st ban u, sau khi iu chnh, loi b cc bin quan st c gi tr 0,5 : ti c th
mua sm mi lc, ti tin tng vo hnh thc thanh ton truyn thng, mc gi mua
trc tuyn r hn mua trc tp. 21 bin quan st cn li c nhm thnh 6 nhn t.




Tng phng sai trch c 65,801% ( 50%), t chun.



Cc nhn t
Cc bin quan st 1 2 3 4 5 6
Ti thng chn mua trn nhng trang web c nhiu
ngi s dng
0.743
Ti thng chn mua trn nhng trang web c y
thng tin v ngi bn
0.738
Ti thng chn mua trn nhng trang web cung cp y
thng tin v sn phm
0.724
Ti thng chn mua nhng trang web c giao din
p, d nhn
0.702
Ti thng chn mua nhng trang web c h thng ghi
nhn nhng nh gi, bnh lun ca ngi mua trc.
0.697
Ti thng chn mua trn nhng trang web m ngi bn
l nhng nh bn l, cng ty ln.
0.600
Ti cm thy tin tng vo loi hnh mua sm trc tuyn
0.869
Ti cm thy tin tng vo nhng ngi bn trn mng
0.839
Ti cm thy tin tng vo hnh thc thanh ton trc
tuyn
0.834
Ti c th tm thy hu nh tt c nhng mt hng
0.798
Ti c th c c nhng thng tin y v sn phm
0.699
Ti c nhiu s la chn hn cho 1 loi sn phm
0.663
Ti c nhiu s la chn hn v thng hiu v ngi
bn
0.516
Ti c th thoi mi la chn sn phm m khng cm
thy ngi
0.801
Ti khng b nhn vin ca hng lm phin 0.631
Khng cm thy ngi khi khng quyt nh mua 0.606
Ti khng cn phi ri khi nh mua sm
0.822
Ti khng tn thi gian i li v tham quan ca hng
0.754
Ti khng tn nhiu thi gian tm c sn phm
mnh cn
0.592
Ti thng so snh gi ca sn phm khi mua trc tuyn
0.73
Sau khi so snh, ti thng chn nhng ngi bn c
mc gi thp nht
0.69





Bng kt qu phn tch nhn t khm ph cc thang o


Vi 21 bin quan st, c nhm thnh 6 nhn t. Tnh p ng ca trang
web (NT1), s tin tng ( NT2), kh nng chn la hng ha (NT3), tnh thoi mi
(NT4), tnh tin li (NT5), yu t gi (NT6) ph hp vi gi thuyt ban u t ra.
Sau khi qua kim nh Cronbachs alpha ln 2, thang o u t yu cu.

Cc nhn t
H s Cronbachs
alpha
t ( >0,6)
Tnh p ng ca trang web 0.83 t
S tin tng 0.844 t
Kh nng la chn hng ha 0.772 t
Tnh thoi mi 0.699 t
Tnh tin li 0.72 t
Yu t gi 0.709 t
Bng kt qu kim nh Cronbachs alpha cho cc nhn t

3.3. Xc nh mi tng quan gia cc nhn t v cc yu t ph thuc
Kt qu phn tch tng quan gia cc yu t
3.3.1. Tnh tin li v s hi lng
Gi thuyt H0: khng c mi tng quan gia tnh tin li v s hi lng ca
khch hng.
Kt qu thu c c p < 0,05, h s tng quan r = 0.258 ( c ngha thng
k) cho thy tnh tin li c mi tng quan vi s hi lng vi h s tng quan
ln hn 0. Cho nn ta chp nhn gi thuyt H1: Tnh tin li c mi tng quan
dng vi s hi lng ca khch hng.
Trong s cc bin c hi thuc v tnh tin li ca trong mua sm trc
tuyn. Bin quan st :" Ti khng cn phi ri khi nh mua sm " vi thang o




1: hon ton khng ng , 7 hon ton ng , c gi tr trung bnh mean =
5.0242. C th thy y l 1 c im ca hnh thc mua sm trc tuyn c khch
hng nh gi kh cao.

3.3.2. Tnh thoi mi v s hi lng
Gi thuyt H0: khng c mi tng quan gia tnh thoi mi trong mua sm
trc tuyn v s hi lng ca khch hng.
Kt qu thu c c p = 0.01 < 0,05, h s tng quan r = 0.223 ( c ngha
thng k) cho thy tnh thoi mi c mi tng quan vi s hi lng vi h s tng
quan ln hn 0. Cho nn ta chp nhn gi thuyt H2: S thoi mi trong mua sm
trc tuyn c tng quan dng vi s hi lng ca khch hng.
Cc bin quan st " Ti c th thoi mi la chn sn phm m khng thy
ngi ", " Ti khng b nhn vin ca hng lm phin", " Ti khng cm thy ngi
khi khng quyt nh mua" trong nhm nhn t tnh thoi mi trong mua sm trc
tuyn c gi tr trung bnh cao ln lt l 5.3362, 5.1739, 5.5024. Cc gi tr chng
t y l
nhng yu t khng c p ng tt, nhng hn ch trong mua sm truyn thng,
khin khch hng ngy cng a chung hnh thc mua sm trc tuyn.

3.3.3. Yu t gi v s hi lng
Gi thuyt H0: khng c mi tng quan gia yu t gi v s hi lng ca
khch hng.
Kt qu thu c c p = 0.00 < 0,05, h s tng quan r = 0.264 ( c ngha
thng k) cho thy yu t gi c mi tng quan vi s hi lng vi h s tng
quan ln hn 0. Cho nn ta chp nhn gi thuyt H3: Cc yu t v gi trong mua
sm trc tuyn c tng quan dng vi s hi lng ca khch hng
Cc bin quan st v yu t gi trong mua sm trc tuyn ban u gm " Mc
gi mua sm trc tuyn r hn mc gi mua sm truyn thng", " Ti thng so
snh gi ca sn phm khi mua sm trc tuyn", " Sau khi so snh gi ti thng
chn nhng ngi bn c mc gi thp nht", sau khi qua phn tch cc nhn t




khm ph, bin quan st " Mc gi mua sm trc tuyn r hn mc gi mua sm
truyn thng " b loi b. iu cho thy khng c hnh vi so snh gi sn
phm khi mua trc tuyn so vi khi mua trc tip, cng c th l ngi tiu dng
m c th y l khch hng khng c thng tin c th so snh c mc
gi ca 2 hnh thc. 2 bin quan st cn li ln lt c gi tr trung bnh mean l
5.3720 , 48213, cho thy hnh vi so snh gi trc tuyn gia cc sn phm v ngi
bn l khng th thiu trong hot ng mua sm trc tuyn.

3.3.4. Kh nng la chn hng ha trong mua sm trc tuyn v s hi lng
Gi thuyt H0: khng c mi tng quan gia kh nng la chn hng ha
trong mua sm trc tuyn v s hi lng ca khch hng.
Kt qu thu c c p = 0.01 < 0,05, h s tng quan r = 0.232 ( c ngha
thng k) cho thy kh nng chn la hng ha c mi tng quan vi s hi lng
vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H4: Kh nng la
chn hng ha trong mua sm trc tuyn c mi tng quan dng vi s hi lng
ca khch hng
Hai trong 4 bin quan st ca nhn t " kh nng chn la hng ha" c gi
tr trung bnh mean cao l " Ti c nhiu la chn hn cho 1 sn phm", Ti c
nhiu la chn hn v thng hiu v ngi bn" vi gi tr ln lt l 5,2414 v
5.1787, cho thy chnh kh nng linh hot trong vit chn la v quyt nh cc sn
phm, thng hiu v ngi bn to ra sc ht cho loi hnh mua sm trc tuyn.

3.3.5. Tnh p ng ca trang web mua bn vi s hi lng
Gi thuyt H0: khng c mi tng quan gia tnh p ng ca trang web
trong mua sm trc tuyn v s hi lng ca khch hng.
Kt qu thu c c p = 0.00 < 0,05, h s tng quan r = 0.324 ( c ngha
thng k) cho thy tnh p ng ca trang web c mi tng quan vi s hi lng
vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H5: Kh nng p
ng ca trang web mua bn c mi tng quan dng vi s hi lng ca khch
hng




C 6 bin quan st trong nhn t tnh p ng ca trang web u t c gi
tr trung bnh mean cao t 4,8 n 5,8, vi gi tr cao nht thuc v bin quan st "
Ti thng mua trn nhng trang web c y thng tin v sn phm" mean =
5,8019. Thm vo h s tng quan gia tnh p ng ca trang web v s hi
lng ca sinh l 0.324 cao nht so vi cc nhn t khc. iu ny cho thy, cc ni
dung, giao din v kh nng p ng ca trang web nh hng ln n hnh vi mua
sm trc tuyn.

3.3.6. Tnh p ng ca trang web mua bn vi tn sut mua sm trc tuyn
Gi thuyt H0: khng c mi tng quan gia tnh p ng ca trang web v
tn sut mua sm trc tuyn
Kt qu thu c c p = 0.696 > 0,05, h s tng quan r = 0.27 ( khng c
ngha thng k) cho thy tnh p ng ca trang web khng c mi tng quan
vi tn sut mua sm trc tuyn. Cho nn ta chp nhn gi thuyt H0: khng c mi
tng quan gia tnh p ng ca trang web v tng sut mua sm trc tuyn v
bc b gi thit H5a: Kh nng p ng ca trang web mua bn c mi tng quan
dng vi tn sut mua sm trc tuyn.

3.3.7. S tin tng trong mua sm trc tuyn v s hi lng ca khch hng
Gi thuyt H0: khng c mi tng quan s tin tng trong mua sm trc
tuyn v s hi lng ca khch hng.
Kt qu thu c c p = 0.02 0,05, h s tng quan r = 0.210 ( c ngha
thng k) cho thy tnh p ng ca trang web c mi tng quan vi s hi lng
vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H6: S tin tng
trong mua sm trc tuyn c mi tng quan dng vi s hi lng ca khch hng.
Nhn t t tin tng vi 3 bin quan st " Ti cm thy tin tng vo loi
hnh mua sm trc tuyn", " Ti cm thy tin tng ngi bn trn mng". " Ti
cm thy tin tng vo hnh thc thanh ton trc tuyn" u c gi tr trung bnh
thp mean ln lt = 3,714 . 3,4783 . 3,7391 4. iu ny phn nh ng 1 tr ngi
trong hot ng mua sm trc tuyn Vit Nam, l tm l khng tin tng vo




hnh thc mua sm trc tuyn, ngi bn cng nh phng thc thanh ton. hnh
thc mua sm trc tuyn pht trin mnh m th cn vt qua ro cn v s tin
tng ny.

3.3.8. S tin tng trong mua sm trc tuyn v tn s mua sm trc tuyn
Gi thuyt H0: khng c mi tng quan s tin tng trong mua sm trc
tuyn v tn sut mua sm trc tuyn
Kt qu thu c c p = 0.659 0,05, h s tng quan r = 0.31 ( khng c
ngha thng k) cho thy tnh p ng ca trang web khng c mi tng quan vi
tn sut mua sm trc tuyn. Cho nn ta chp nhn gi thuyt H0: khng c mi
tng quan s tin tng trong mua sm trc tuyn v tn sut mua sm trc tuyn
v bc b gi thit H6a: S tin tng trong mua sm trc tuyn c mi tng quan
dng vi tn sut mua sm trc tuyn

3.3.9. S hi lng ca khch hng v tn sut mua sm trc tuyn
Gi thuyt H0: khng c mi tng quan gia s hi lng ca khch hng v
tn sut mua sm trc tuyn.
Kt qu thu c c p = 0.00 0,05, h s tng quan r = 0.260 ( c ngha
thng k) cho thy mc hi lng ca sinh c mi tng quan vi tn sut mua
sm trc tuyn vi h s tng quan ln hn 0. Cho nn ta chp nhn gi thuyt H7:
S hi lng ca khch hng c mi tng quan dng vi tn sut mua sm trc
tuyn