CNG

PHN TCH CC NHN T TC

NG N NH MUA SCH
IN TRC TUYN CA NGI
TIU DNG TP.HCM
Sinh vin thc hin: PH VN ANH
Ging vin hng dn: VS. TSKH. NGUYN VN NG

NI DUNG TRNH BY
L

do thc hin ti

Mc

tiu nghin cu

Phng
Kt
C
M

php, phm vi, i tng nghin cu

cu lun vn

s l thuyt

hnh nghin cu & cc gi thuyt nghin

cu

L DO THC HIN TI

Internet & thit b di ng ngy cng ph bin (smartphone, tablet)

Xu hng mua sm, tiu dng mi: mua sm qua mng (83%),
[ACNielsen, 2008]

Th trng TMT Vit Nam ang pht trin [Bo co TMT 2013].
Ngi tiu dng (NTD) quen dn vi vic mua sm qua mng

Rt nhiu cc nghin cu trong & ngoi nc v ti Hnh vi

mua sm qua mng, nhng hu ht cha c th mt ngnh
hng ring l no.

Ngnh sch in cha c nghin cu no Vit Nam, mc d chim

t l 26% trong s sn phm NTD chn mua ti Vit Nam [Bo co
TMT 2013], v 67% th gii [Walker Sands Future Retail Study].

MC TIU NGHIN CU

Xy dng thang o cc nhn t

Xy dng m hnh nghin cu

Kim nh cc gi thuyt v mi quan h gia cc

nhn t vi nh mua sch in trc tuyn

xut cc khuyn ngh qun tr

4 mc tiu chnh

PHM VI, PHNG PHP,

I TNG NGHIN CU

i tng kho st: nh mua sch in trc tuyn

i tng ly d liu: ngi tiu dng , hoc cha mua

sch in trc tuyn ti TP.HCM, tui t 18 50

Phm vi kho st: Thnh ph H Ch Minh

Phng php nghin cu:

Nghin cu s b: phng php nh tnh (nhm tp trung)

+ phng php nh lng (phng vn qua in thoi, th
in t)

Nghin cu chnh thc: phng php nh lng (bng hi)

Thi gian nghin cu: 06/2014 10/2014

KT CU LUN VN

CHNG 1. M U

CHNG 2. C S L THUYT & M HNH NGHIN CU

CHNG 3. PHNG PHP NGHIN CU

CHNG 4. KT QU NGHIN CU

CHNG 5. KT LUN & KHUYN NGH

C S L THUYT

THUYT HNH NG HP L

THUYT HNH VI D NH

Ajzen (1999)

M HNH CHP NHN CNG NGH (TAM)

Ajzen (1999)

ng (2010), Hong (2011), Moon (2008)

THUYT NHN THC RI RO

Hong (2011),

M HNH NGHIN CU XUT