Một số yếu tố tác động đến ý định mua thực phẩm trẻ em sản xuất trong nước của ngưòi việt nam

10. Toi Ithong muon thay doi nep song hientai
j^LToi luon chpnnhung san pham gia dinhtoiJintuoiTg^ggiy

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18. Ngirai VN khong nen mua hang ngoai vi gay thiet hai cho doanh nghijp VN va gay thiinghiep
^9. Toi se mua hailg VN ngayca khi co thiet hai vSkinhjS f^
M.Hang ngoai nen bi danh thua nang dd han ehS nhap khlu
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22. Nguoi VN nen mua hang VN san xuit thay vi mua hang niiap
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24. Ban^be luon la nguon thong tin hiiu ich cho toi khi danh gia thuc phim danh cho tre em_
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SS 224 thing 02/2016

66

1

2

^
3

^

4
5
0
TCI
.^12
TC2
.737
TC3
.784
TC4
.611
^rC5
^.650^
TC6
.672
CMI
^630
CM2
.687
CM3
,701'
CM4

.710
CIDT ^ "
^575
GD2
"
^74
~
GD3
.701
BTl
^ C
l3T2
.6li)_
BT3
~
^598
VCl .591
_ f
VC2 .685
' _
'
"_"" _ ^
VC3_ .736_
VC-T .7J)0_ _
_
"
VC5_ ,679
'^^
VC6_ .634
2

TMI
778_
-flVE
.824
_
TM3
.698

(iinhte&Pliiitti'iJsn


Bang 3: Ket qua kiem djnh thang do cac nhan td

3.882

Nhom*
tham khto
3.464

GFI

0.911

0.904

0.958

0.974

0.965

0.904

0.931

CFI

0.978

0.946

0.961

0.988

0.936

0.946

0.912

RMSEA

0.082

0.088

0.075

0.065

0.047

0.068

0.042

Chu nghia
vi chtog
4.122

Chi-square/Df

Cam nhan
htog ngi
4.579

Chuan myc Sy thien ctoi
xahoi
3.464
5.117

nhto td cd trj sd dac trung (Initial Eigenvalues) Ifa
hon 1, toong tog vdi gia thuyet trong md hifa de
xuat, tdng phuang sai trich dat 63,3%); cac trgng sd
fato td deu tefa muc 0.5 (Btog 2).
Phdn tich nhdn td khdng dinh CFA
Theo Hair & cdng sy (2006) thi khi kich thudc
mto dil Ifa, de md hifa phu hgp vdi dii lieu nghien
cto thi cto gia trj kiem djfa cfa dat cto m t o sau:

Chi-square/Df<5; GFI > .90, CFI > .90, RMSEA <
0.1. Vdi ket qua kiem dinh md hinb cho t t o g fafa
td trong bfag 3 deu dat va gto dat yeu cfa, vi vay
cd the dua ra cto ket lufa sau:
- Nhfa td chu nghia vj chfag (VC) dam bto tifa
hdi to.
Nhto td chufa myc xa hdi (CM) dam bao tifa
hdi ty.
- Nhfa td su thifa cam (TC) dam b t o tinh bdi to.
- Nhfa td cam fafa hfag ndi (CN) dam bto tinh
hdi tu (sau khi da loai di bien CNl :Tdi thay cto sto
pham teong nude cd hufag dfa sit dung cu the, de
hieu hon sfa pham nude ngoai)
- Nhfa td gia difa (GD) dam bto tifa hdi to- Nhfa td fadm tham khto gdm 2 nhto td con:
tham khto bifa togng (BT) va tham khao chuyfa
mdn (TM) he sd toong quan cua 2 fafa td nay dudi
0.5 vdi p<0.05. Vay cd the ket lufa fato td fadm
tham khao dam b t o tinh phfa biet va bdi to.

Gia dinh

Y dinh mua
3.68

- Nhfa td Y difa mua (YDM) dam bto tinh hdi
tir.
Phdn tich md hinh cdu trite- Structural Equations Modeling (SEM)
Ket qua kiem difa mdi toong quan toyen tinh
gito cac faan td ddc lap vdi hai nhfa td phu thudc
cdn lai la CN va YDM trong Bfag 4 cho thay fafa

td chufa myc xa hdi (CM) khdng cd mdi toong
quan vdi fafa td cam fafa hfag ndi (CN) va y djfa
mua (YDM). Ket qua phto tich hdi quy bdi gito hai
faan td CN va YDM vdi cto bien ddc lap cdn lai
ctog cho ket qua la fafa td CM khdng cd y ngbla
thdng ke. Vi hai ly do trfa fafa td chufa myc xa hdi
CM dugc loai khdi md hinh.
Trong md hifa cfa tnic tdng quat (Hinh 2) ket
qua kiem djnh md hifa fau sau; Chi-square/Df =
4.07; GFI = 0.943; CFI = 0.923; RMSEA = 0.060.
Theo Hair & cdng su (2006) thi khdng cd mdt gia trj
toyet ddi de khfag djnh md hinh nghifa c t o phii
hgp vdi dii lieu thj trafag. Cto ket qua kiem dinh
cua md hinh phu thudc vao t t o g tifa hudng nghien
c t o cu the cac yeu td chifa cfa tifa den dd la kich
thudc mfa, sd lugng bien nghifa c t o , m t o do bieu
dien cua cac nhfa td. Trong md hifa cto tnic tdng
quat nay cto chi sd kiem djfa md hinh dfa cho thay
md hifa nghien c t o phu hgp vdi dit lieu dieu tra.
Ket qua kiem djfa gia thuyet trong Btog 5 cho
thiy c f a fafa hfag ndi dugc coi la bifa trang gian

Bang 4: Ma tran tuong quan (Pearson Correlation) giira cac nhan td
GD

VC
CM

1
.064

1

TC

.100

.025

1

GD

.088

.015

.837

1

BT

.063

.026

.494

.514

1

TM

.023

-.025

.206

.213

.272

1

CN

.072

.009

.620

.559

.402

.159

1

YDM

.101

.009

.642

.591

.192

.646

67

BT

.337

TM

CN

VC

5^' 224 thing 02/2016

CM

TC

Nhan t6

YDM

kinlitfyPhat trien


Bang 5: Ket qua Idem dinh gia thuylt
Gia thuyet

Mdi quan he

Trong so (Standardized Regression Weights)

HI
H2A
H2B
H3A
H3B
H4A
H4B
H5
H6A
H6B

CN^YDM
VC^YDM
VC^CN
CM^YDM
CM^CN
TC^YDM
TC-*CN
GD-.YDM
BT^YDM
TM^YDM

.44
.17
.31

.41
.61
.19
.20
.13

cd tto ddng mafa dfa y djnh mua (YDM) thyc
pham tee em ndi vdi trgng so 0.44; chti nghia vi
chfag (VC) cd tto ddng ylu din y djfa mua (YDM)
thuc pham tre em ndi vdi trgng sd 0.17; toy nhien
VC lai cd tto ddng kha mafa din cam nhfa tich cyc
ve hfag ngi (CN) vdi tegng sd 0.31; chuin myc xa
hdi khdng cd tto ddng din y djfa mua (YDM) thyc
pham tee em ndi cfag fau cam fato tich cyc v l
htog ndi (CN); sy thien cam (TC) cd tto ddng mafa

din y djfa mua (YDM) thuc phim tee em ndi vdi
tegng sd 0.41; ddng thai TC cd tto ddng rit mafa
dfa cam fafa tich cyc ve hfag ndi (CN) vdi tegng
sd 0.61; tham khto to gia difa (GD) cd tto ddng ylu
dfa y djfa mua (YDM) thyc phim tre em ndi vdi

Gia trl-P

Ket luan
Chap nhan

Chto fato

***
***
.003

Chap nhto
Loai
Loai
Chap fato
Chap nhto
Chap nhto
Chap nhto
Chap nhan

trgng sd 0.19; fadm tham k h t o dugc chia thafa hai
fadm fad la tham khto bieu togng (BT) va tham
khao chuyen mdn (TM), tegng sd tto dfag ciia hai
fafa td nay den y difa mua (YDM) thyc phim tee

em ngi vdi tegng sd theo thii tij la 0.20 va 0.13. Cto
ket qua nay kha toong ddng vdi cto nghien c t o da
cdng bd tefa the gidi.
4.2. So sdnh giiia Hd Ndi - Bd Ndng - TP. Hd
Chi Minh

Y nghia ciia viec so safa 3 thafa phd la di: dafa
gia sy khac biet ve cto fafa td cfag fau m t o do tto
ddng cua cto nhfa td den y difa mua thyc phim tee
em. Trong nghifa c t o nay, tto gia thyc hien phto
tich cfa tnic da fadm theo thudc tifa -vung khto sat:
Hinh 2: Mo hinh cau triic tuyen tinh


chfag den cam fafa hfag ndi, tay nhien trgng sd
tto ddng cua chu nghia vj chtog dfa cam fato hfag
ndi la kha cao d Ha Ngi 0.41 va Da Ning 0.39. Ylu
td thifa cam la mdt teong fafag ylu td tac dgng
mafa faat dfa y difa mua hfag thyc phim tee em
teong do ngudi dfa tai TP.HCM rit coi tegng ylu td
nay khi hifa thafa y djfa mua vdi trgng sd dat 0.49,
Ha Ndi cd gia tri thap faat so vai mto tdng hgp
chung 0.27, ngudi Da Ning cd mto cao hon ddi
chiit so vdi mto chung 0.45. Sy thien cam cfag cd
tac dfag rat mafa dfa mto do cam fafa ddi vdi
thyc pham tre em ndi, trong dd cam fato hfag ndi
Kit qua phfa tich da fadm cho thiy hai md hifa cua ngudi dfa tai TP.HCM chju tto dgng rit mafa
kha bien va bat bifa ttog phfa cua ba fadm ngudi cua sy thifa cam vdi tegng sd dat 0.75, ngudi Ha
tieu dtog tai Ha Ndi - Da Ning - TP.HCM diu phu Ndi va Da Ning cfag cd trgng sd cao trong mdi
hgp vdi dii lieu thi tratag. Ket qua kilm difa Chi- quan he nay dat taong tog la 0.42 va 0.59. Nhto td

Square sy khto biet cto chi tifa taong thich gito md gia difa tac ddng dfa y djfa mua ciia Da Ning dugc
hifa kha bifa va bat bifa ttog phin cho thiy sy dafa gia cao nhit vdi trgng sd dat 0.28, TP.HCM cd
khto biet gito hai md hifa cd y nghia thong ke (p = gia tej thap faat 0.15, Ha Ndi cd mto gfa ngang
0.0001 < 0.05). Vi thi, md hifa kha biln dugc chgn bing vdi mto chung 0.18. Nhto td tham khto bilu
va cho phep ket lufa cd sy khto faau gifa ngudi tagng tto ddng dfa y djfa mua cdtegngsd thap faat
tieu dtog hfag thyc pham tee em sifa sdng d Ha tai Da Nfag 0.11, ngudi TP.HCM coi tegng gia tri
Ndi - Da Ning - TP.HCM trong y djfa mua mua va bieu tagng ban vdi tegng sd dat dugc la 0.26, ngudi
sit dung thyc pham tee em.
Ha Ndi cd mto cao ban ddi chiit so vdi mto chung
Btog 6 cho thay fato td cam fafa hfag ndi la 0.23. Nhto td tham khto chuyen mdn tto ddng dfa
yeu td tto dgng mafa faat dfa y djfa mua teong dd y djfa mua khdng cd sy khto biet faifa giiia ba
ngudi Da Ning va TP.HCM cd tegng sd tto dgng d thafa phd teong dd Ha Ndi, Da Ntog d mto 0.15 va
mto cao fait toong tog 0.51 va 0.49, ngudi Ha Ndi 0.14, TP.HCM d mto 0.10.
cd mto tto ddng thap ban bin d mto 0.33. Vay cd
4.3. So sdnh v&i cdc nghien ciiru khde tgi Viet Nam
the ket lufa y djfa mua thyc pham tee em cua ngudi
Cto nghifa cto d Viet Nam lifa quan dfa chu
Da Nfag va TP.HCM bi tto dfag mafa hon bdi ylu nghia vj chfag teong tifa dung, y difa mua hfag
td cam fafa ve dto diem sfa pham phu hgp vdi fau ndi, md hifa cto yeu td tac ddng dfa y djfa mua
cto cua khtoh hfag so vdi ngudi tieu dfag Ha Ndi. hfag ndi, khuyfa khich ngudi Viet dfag bfag Viet
Ve chu nghia vj chfag ttong tieu dfag cita ngudi la kha phong phu teong faieu Ufa -vyc fau y djfa
Ha Ndi va Da Nfag cd tifa thfa vj chung cao hon mua hfag tefa mang, cac yfa td tto ddng den hafa
teong viec hifa thafa y djfa mua. Y djfa mua thyc vi mua nude udng ddng chai, sfa pham thdi trang
pham tre em cua ngudi dan tai TP. Hd Chi Mifa it may sto nam,... Trong do phai ke dfa nghien cto
chju afa hufag. Dac diem nay cfag cd ket qua Nguyen & cdng sy (2008) nghifa cto tto ddng cua
taong to khi xet den tto ddng cua chu ngbla vj chu nghia vj chung teong tieu dtog va sy faay cfai
Ha Ndi - Da Ning - TR Hd Chi Mifa. Thu tuc tien
htoh theo Thg & Trang (2007) la xay dyng md hinh
kha bifa, va md hifa bit biln (ttog phfa) sau dd
kiem djfa Chi-square dl so safa gito 2 md hifa.

Trong md hifa kha bien, cto tham sd udc lugng
teong md hifa cua cto fadm khdng bj rtog budc.
Trong md huih bat bien, thafa phfa do lutag khdng
bj rtog budc faung cto mdi quan he gito cto khai
niem trong md hifa nghien cto dugc rfag budc cd
gia trj fau faau cho tat ca cto fadm (rfag budc ca
ba vfag Ha Ndi - Da Ning - TR Hd Chi Mifa cd
tegng sd hdi quy la fau faau).

Bang 6: Trong s6 trong md hinh tdng quat ciia Ha Noi - Ba Mug - TP.HCM
Moi quan he
TP.HCM
Gia thuyet
HaNoi
Da Nang
Tong hop
HI
H2A
H2B
H4A
H4B
H5
H6A
H6B

SS 224 thdng 02/2016

CN->YDM
VC^YDM
VC^CN

TC^YDM
TC-»CN
GD->YDM
BT-^YDM
TM^YDM

.51
.25
.39
.45
.59
.28
.11
.14

.33
.24
.41
.27
.42
.18
.23
.15

69

.49
.09
.16
.49

.75
.15
.26
.10

.44
.17
.31
.41
.61
.19
.20
.13


vfa hda din viec tieu dfag hfag ndi. Nghien cto chi
ra ring chit nghia vi chtog teong tieu dtog cua
ngudi Viet cd tac dgng tieu cyc den cam fafa hfag
ngoai, tto dgng tich cyc den cam fafa hfag ndi va
y djfa mua hfag ngi. Mto do faay cam vfa hda cd
mdi quan he tich cue den sfa pham ngoai nhap
faung lai khdng cd quan he vdi chit nghTa vi chfag
teong tieu dfag. Hon nfa, tto ddng cua chu nghia vj
chfag din y difa mua khdng cd sy khto biet gifa
loai sto phim, thu nhap, gidi tifa va trinh do hgc
vin faimg lai cd sy khto biet theo lto tadi. Nhu vay
nghien cto hien tai bd sung mot sd vfa de khac tto
ddng din cam fato htog ndi va y djfa mua htog
ngi do la sy thien cam, gia difa va fadm tham khto
va cd sy khto biet gito Ha Ndi - Da Nfag - Hd Chi

Mifa ddi vdi cac yeu td tto ddng nay.

tam la: tdn vinh Idng yeu nude, gia tei vfa hoa
trayfa thdng Viet Nam, lgi ich cho dit nude khi tieu
dfag hfag Viet. Ddi vdi fato td chu nghia vi chtog,
cto ngi dung doafa nghiep cin quan tam la: tdn
vifa tifa ty tdn dfa tdc, hafa vi tifa dtog cd tetoh
nhiem vdi cto doafa nghiep, ngudi lao dfag tai Viet
Nam, tao tam ly so safa, phfa biet ddi xit, ky thi
jj^j,g ngoai. Cac ylu td khto fau gia difa, fadm
tham khto thi toy theo dto diem cua cto sfa pham,
khtoh hfag, ngudn lyc dl doafa nghiep cd the tto
ddng vao cac ca fafa trong gia difa cto fadm tham
khto cy the.

Khi tham faap vto titog thi tirttag Ha Ngi, Da
Ning va TP.HCM, kit qua nghien cto nay giiip faa
quan trj marketing thiy dugc sy khto biet gifa ba
thi tratag nay to do xay dyng dugc cto chifa stoh
5. K€t luan
marketing phu hgp cho ttog thj tmtag. Cu the, dd
Nghifa cto nay chi ra faieu ggi y cho cto faa
la vdi thj tratag Ha Ndi y difa mua cto khtoh htog
quto trj marketing teong luih vyc thyc pham tee em
chju chi phdi mafa ban mto chung bdi cac yeu td
tai Viet Nam. Tradetien,teongmd hifa tdng quat cto
chu nghia vj chtog, tham khto bieu tagng, tham
faa quto tri marketmg thay dugc mto do quan tegng
khao
chuyfa mdn; cac nhfa td sy thien cam, gia

tto ddng den yeu td y difa mua eua khtoh htog, to
difa,
sy
cam nhfa lai cd mite quan ttgng thap hon
dd giup xay dung chifa luge marketing tac ddng dfa
mto
chung.
Thj tratag Da Ning y difa mua cita
cto yeu td theo thu ta quan ttgng: cam fafa hfag ndi,
sy thien cam, tham khto bieu tagng, gia difa, chu khtoh hfag chju chi phdi mafa hon mto chung bdi
nghia vj chfag ttong tieu dfag, tham khto chuyfa cac yeu td chu nghia vj chung, sy thien cam, gia
mdn; ddng thdi de tto ddng dfa sy cam fato cua difa, sy cfai fafa, tham khto chuyfa mdn; ttong
khtoh htog thi sy thien cam vdi htog ngi dugc coi la khi dd yeu td tham khto bifa tagng lai cd mto quan
quan ttgng faat sau dfa chu ngbla vj chfag.
ttgng thap hon muc chung. Thj tratag tai TP.HCM,
Ddi vdi nhto td cam fafa hfag ndi, cto ndi dung y djfa mua cua khach hfag chju chi phdi mafa hon
doafa nghiep cfa quan tam la: gia ca hgp ly, thdng mto chung bdi cto yeu td sy thifa cam, tham khto
tin day du, sy sto cd va thuto tifa khi mua va sy bto bieu tagng, sy cam fafa; cto fafa td chu nghia vj
dam ciia faa sto xuat ttong nude. Ddi vdi fafa td chung, gia difa, tham khto chuyfa mdn lai cd mto
sy thien cam, cto ndi dung doafa nghiep cin quan quan trgng thap hon mto chung. •
Ldi thita nhan/cam an; Nghiin citu ndy dugc tdi trg b&i Quy phdt triin khoa hgc vd cdng nghi quoc gia
(NAFOSTED), so II4.3-20II.16
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Thong tin tac gia
*Nguyin Ngpc Quang, Tiin sy
- Td chitc tdc gid cdng tdc: Khoa Marketing - Dgi hgc Kinh ti Quoc ddn
- Linh vuc nghien cim: Marketing, Hdnh vi nguai tieu dimg, Thdm dinh gid
- Mpt so tgp chi tieu biiu tdc gid timg ddng tdi cdng trinh nghien cim: Tgp chi Kinh ti vd Phdt triin, Tgp
chi Thuang mgi, Tgp chi Nghiin cim Thuang mgi.
- Dia chi EmaU:
,j 224 thdng 02/2016
.Sa

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