DAI HOC QUOC CIA THANH PHO HO CHI MINH
TRUONG DAI HQC KINH TE - LUAT

NGUYEN THANH SON

CAC YEU TO TAC DONG DEN Y DINH TIEP TUC
•••

MUA SAM TRU’C TUYEN CUA NGU’dl TIEU DUNG
TREN DIA BAN TINH BEN TRE
Nganh: Quan tri kinh doanh
Ma so: 8340101

LU AN VAN TH AC SY QUAN TRI KINH DOANH

NGUO’I HUONG DAN KHOA HQC: PGS.TS. NGUYEN HAI QUANG

IP. HO CHI MINH - NAM 2021


LOI CAM DOAN
Toi xin cam doan day la kct qua nghicn ciru cua toi.
Ngoai trir nhung tai lieu tham khao dugc trick dan trong luan van nay. Toi xin cam
doan toin bg hay mot phan nhd cua luyn v3n nay clnra tirng dirge sir dyng
*
r
de nhan bang cap 0 nhung noi khac.
Khong cd mot nghicn ciru nao cua ngircri khac dugc sir dung trong luan v5n ma
khong co trick dan theo qui djnh.
Toi xin cam doan so lieu va ket qua nghien ciru trong luan van nay la trung thgc va
clnra he dirge su dyng cho viyc bao vy mgt hgc vj nao. Mgi sy giup dd cho vice hoan thicn

luan van dcu dirge cam on va cac thong tin trich dan trong luan van d3 dirge chi rd ngudn gdc
rd rang va dirge phep edng bo.
Ben Tre. Ngay 12 thang 12 nam 2019
Tac gia luan vin

Nguyen Thanh Som


ii

DANH MVC CAC CHI VIET TAT
ANOVA
EFA

KMO

Sig

Analysis Of Variance (Phan tich phuxmg sai)
*
Exploratory Factor Analysis (Phan tich nhan to kham pha)
Kaiser Meyer Olkin (11$ so kiem dinh do phu hop ctia mo hinh trong
EFA)
Sigfinication(Muc y nglua)

SPSS

Statistical Package for the Social Sciences (Phan mem thong ke SPSS)

TMDT


Tlnrong m^ii di$n lu

VIF

Variance Inflaction Factor (11$ so phdng d$i plnrong sai)


I)ANH MUG BANG, BlfcU
Bang 3.1. Thang (to

cuacac ycu id nhan lin'rc sy thick thu.........................................28

Bang 3.2. Thang do

cuacac ycu to su tin cay...............................................................29

Bang 3.3. Thang do

cuacac yeu to nhan thuc syr hihi ich...........................................29

Bang 3.4. Thang do

cuacac ycu to danh ticng cong ty................................................30

Bang 3.5. Thang do

cuacac ycu to anh huong xd hoi..................................................30

Bang 3.6. Thang do


cuacac ycu to nh$n thuc rui ro....................................................31

Bang 3.7. Thang do cua cac yeu to y dinh tiep tuc mua sam true tuyen..............................32
Bang 4.1. Tdm tit mau theo gidi tinh...................................................................................38
Bang 4.2. Tom tat mau lheo tudi.........................................................................................38
Bang 4.3. Tdm tit mau theo nghe nghiep............................................................................39
Bang 4.4. Tom tat mau lheo thu nhap.................................................................................39
Bang 4.5. Cronbach’s Alpha cua cac thang do....................................................................40
Bang 4.6. C6c thang do va bicn quan sat sau kiem djnh Cronbach’s Alpha......................41
Bang 4.7. KMO and Bartlett cua cac bicn doc lap.............................................................43
Bang 4.8. Tong phuong trich cua cac bicn doc lap.............................................................43
Bang 4.9. Kct qua phan tich nhan to tac dong den y dinh mua sam true tuyen..................45
Bang 4.10. Ket qua cac thang do sau kiem dinh Cronbach’s Alpha va phan tich nhan to
kham pha EFA.....................................................................................................................46
Bang 4.11 KMO and Bartlett cua cac bien phu thuoc........................................................46
Bang 4.12. Tong phuemg tich cua cAc bien phy IhuQC....................................................47
Bang 4.13. Kct qua phan tich nhan to y dinh mua sam true tuyen......................................47


Bang 4.14. Bang phan tich tuong quan gitta cac bicn ddc lap va bicn phy thudc ... 48
Bang 4.15. Bang he so hoi quy............................................................................................50
Bang 4.16. Tom tat str phu hop cua mo hinh.....................................................................51
Bang 4.17. Bang phan tich phuong sai (ANOVA).............................................................51
Bang 4.18 Thong ke ket qua gia tri trung binh cua cac yeu to cuoi cung trong mo
%
hinh nghien cuu cua de tai...................................................................................................57
Bang 4.19. Thong ke gioi tinh ngircri tieu dung..................................................................59
Bang 4.20. Ket qua kiem djnh trung binh nguoi tieu dung nam va nur...............................60
Bang 4.21. Thong ke mo ta do tuoi cua ngucri tieu dung..................................................61

Bang 4.22. Kiem ira tinh dong nhat cua cac phuong sai....................................................61
r
Bang 4.23. Ket qua phan tich phuong sai giua cac do tuoi..................................................61
Bang 4.24. Thong ke mo ta nghe nghi?p cua ngudi tieu dung............................................62
Bang 4.25. Kiem tra tinh dong nhat cua cac phuong sai.....................................................62
Bang 4.26. Ket qua phan tich phuong sai giOra cac nhom nghe nghiep............................62
Bang 4.27. Thong ke mo ta muc thu nh^p cua ngudi tieu dung.........................................63
Bang 4.28. Kiem tra tinh dong nhat cua cac phuong sai.....................................................63
Bang 4.29. Ket qua phan tich phuong sat gitta cac muc thu nh$p.......................................64
Bang 5.1. Thong ke mo ta cac bicn.....................................................................................74


V

I)ANH M VC CAC SO BO, HINH VE
I linh 2.1: Qua trinh ra quyet djnh mua sim cua nguiri lieu dung.......................................11
Hinh 2.2. Mo hinh chap nhan cong nghc TAM...................................................................15
Ilinh 2.3. Mo hinh thuyet hanh vi d\rdinh TPB...................................................................16
I linh 2.4. Mo hinh thuyet hanh dong hop ly TRA..............................................................18
Hinh 2.5. Mo hinh nghicn cuu de xuat................................................................................23
Hinh 3.1. Quy trinh nghicn eiru cua lu$n van.....................................................................24
Hinh 3.2. Mo hinh nghien eiru chinh thurc cua de tai.........................................................27
Hinh 4.1. Bieu do Histogram...............................................................................................52
Hinh 4.2. Bi6u dd Normal P-P Plot.....................................................................................53
Hinh 4.3. Bieu do Scatterplot..............................................................................................54
Hinh 4.4. Mo hinh nghien cuu.............................................................................................59


VI


MVC LVC
LO’I CAM DOAN................................................................................................................i
DANH MVC CAC CHU' VIET TAT................................................................................ii
DANH MVC BANG, BIEL...............................................................................................iii
DANH MVC CAC SO D6, HiNH Vfi................................................................................v
MVC LVC..........................................................................................................................vi
CHUONG 1 TONG QUAN VE NGHIEN CUV...............................................................1
1.1 Tinh cap thiet cua de tai............................................................................................1
1.2 Tong quan cac nghien cun trutfc co lien quan den de tai........................................2
1.3 Muc ticu nghien cun....................................................................................................5
1.3.1 Myc tieu tong quat......................................................................................................5
1.3.2 Myc ticu cu the...........................................................................................................5
1.4 Doi tiro ng nghien cun vi phain vi nghien cihi
1.4.1 Doi liryng nghien ciru.................................................................................................6
1.4.2 Pham vi nghien ciru