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Bài viết trình bày ảnh hưởng của các giai đoạn trải nghiệm khách hàng tới ý định mua lặp lại qua sàn thương mại điện tử. Đồng thời đề xuất một số khuyến nghị cho các sàn thương mại điện tử cải thiện chất lượng trải nghiệm khách hàng, đặc biệt trong quá trình mua để tăng khả năng mua lặp lại của khách hàng. 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He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can ẢNH HƯỞNG CỦA CÁC GIAI ĐOẠN TRẢI NGHIỆM KHÁCH HÀNG TỚI Ý ĐỊNH MUA LẶP LẠI QUA SÀN THƯƠNG MẠI ĐIỆN TỬ it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan Trịnh Phương Ly Học viện Ngân hàng Email: lytp.hvnh@gmail.com Phạm Thị Huyền Trường Đại học Kinh tế Quốc dân Email: huyenpt@neu.edu.vn “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la man said “I’ll waken you in time.” “I not like for him to waken me It is as though I were inferior.” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, n strength, nor of his wife He only dreamed of places now and of the lions on the beach They played like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy harpoon and gaff and the old man carried the mast with the furled sail on his shoulder “Do you want coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Mã bài: JED-718 Ngày nhận: 05/06/2022 Ngày nhận sửa: 19/08/2022 Ngày duyệt đăng: 16/09/2022 Tóm tắt: Dựa mơ hình trải nghiệm khách hàng EXQ Philip Klaus (2014), viết xem xét ảnh hưởng giai đoạn trải nghiệm khách hàng tới ý định mua lặp lại qua sàn thương mại điện tử Phương pháp định tính sử dụng để điều chỉnh thang đo lường cho phù hợp với bối cảnh tình nghiên cứu Phương pháp định lượng thực để kiểm định mơ hình nghiên cứu sở liệu thu thập từ 862 khách hàng Việt Nam mua sắm qua sàn thương mại điện tử Kết cho thấy, ba giai đoạn trải nghiệm khách hàng (trước, sau mua) qua sàn thương mại điện tử có ảnh hưởng tới ý định mua lặp lại, đó, giai đoạn “trong mua” có ảnh hưởng mạnh Trên sở đó, nhóm tác giả đề xuất số khuyến nghị cho sàn thương mại điện tử cải thiện chất lượng trải nghiệm khách hàng, đặc biệt trình mua để tăng khả mua lặp lại khách hàng Từ khóa: Trải nghiệm khách hàng, hành trình khách hàng, ý định mua lặp lại, thương mại điện tử Mã JEL: M31 The influence of customer experience stages on repurchase intention through e-commerce platforms Abstract: Based on the model of customer experience of Klaus (2014), the study examines the impact of customer experience stages on repurchase intention through e-commerce platforms Qualitative methods are employed to adjust the customer experience scale to suit the research context and situation The quantitative method is used to test the research model based on the data collected from 862 Vietnamese customers who have shopped through e-commerce platforms The results show that all three stages of customer experience (before, during and after purchase) through e-commerce platform have an influence on repurchase intention, in which the “during purchase” experience has the strongest impact Based on the findings, some recommendations for e-commerce floors are proposed to improve the quality of customer experience, especially in the “during purchase” stage to increase the likelihood of customer’s repurchase intention Keywords: Customer experience, customer journey, repurchase intention, e-commerce JEL Code: M31 Đặt vấn đề Mua sắm tiêu dùng dịch vụ thực mua trải nghiệm Schmitt (1999) định nghĩa “trải nghiệm kết trình gặp gỡ, xem xét sống với thứ mang lại giá trị mặt giác quan, cảm xúc, nhận thức, hành động mối liên hệ” Shaw & Ivens (2002) cho trải nghiệm khách hàng (TNKH) tương tác doanh nghiệp khách hàng, hịa quyện phần thể doanh nghiệp, Số 302(2) tháng 8/2022 133 He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can kích thích giác quan khơi gợi mặt cảm xúc, yếu tố đo lường kỳ vọng khách hàng thông qua tương tác Điều cho thấy, trải nghiệm khách hàng khơng tác động tới hành động mua khách hàng lúc đó, mà cịn tạo nên cảm giác hài lòng ảnh hưởng tới khả thiết lập mối quan hệ lâu dài sau khách hàng với nhà cung cấp Verhoef & cộng (2009) cho trải nghiệm khách hàng tạo suốt trình khách hàng định mua, toàn trải nghiệm tạo hành trình khách hàng trải nghiệm khách hàng thể qua hành trình khách hàng trải nghiệm với sản phẩm/dịch vụ, với ba giai đoạn: trước mua, mua sau mua Theo Neslin & cộng (2006), với cách tiếp cận toàn diện trải nghiệm khách hàng trải nghiệm khách hàng khơng tạo thời điểm khách hàng tương tác cửa hàng mà trải nghiệm tạo suốt khoảng thời gian từ khách hàng tìm kiếm thơng tin, mua sản phẩm, tiêu dùng sản phẩm sau mua sản phẩm đó, điều có nghĩa trải nghiệm khách hàng tốt trải nghiệm họ giai đoạn tốt Để tạo trải nghiệm khách hàng tích cực, cần đo lường Từ năm 2011, Maklan Klaus nghiên cứu phát triển cách thức đo lường trải nghiệm khách hàng ngành dịch vụ Theo quan điểm Maklan Klaus, trải nghiệm khách hàng trước thường đo lường thông qua chất lượng dịch vụ thơng qua hài lịng khách hàng Dựa cách tiếp cận mơ hình đo lường chất lượng dịch vụ đo lường hài lòng khách hàng, Maklan Klaus phát triển mơ hình đo lường trải nghiệm khách hàng EXQ (Customer Experience Quality) Bên cạnh việc đo lường trải nghiệm khách hàng, EXQ xem xét tác động trải nghiệm khách hàng tới kết Marketing quan trọng như: ý định mua, ý định mua lặp lại, truyền miệng, hài lòng (Klaus, 2014) Dựa tương tác khách hàng toàn hành trình mua hàng họ, đồng thời với mong muốn phát triển thang đo trải nghiệm khách hàng đáp ứng với loại hình doanh nghiệp, vào năm 2014, Klaus đưa mơ hình EXQ nhằm đo lường trải nghiệm khách hàng Mơ hình EXQ (2014) không xem xét tương tác khách hàng với doanh nghiệp qua hành trình khách hàng với giai đoạn trước, sau mua mà cịn giải thích kết marketing quan trọng hành vi mua lặp lại, truyền miệng, chia sẻ danh mục đầu tư (share of category) hài lịng Mơ hình EXQ (2014) gồm yếu tố cấu thành giai đoạn hành trình khách hàng, với 26 biến yếu tố Klaus đặt tên sau: trải nghiệm thương hiệu (Brand experience) - trải nghiệm trước mua; trải nghiệm dịch vụ (service/firm experience) - trải nghiệm mua; trải nghiệm sau mua (post purchase/ comsumption experience) Trong mơ hình EXQ (2014), biến trải nghiệm khách hàng - EXQ biến bậc đo lường thông qua trải nghiệm khách hàng trước sau mua Với mơ hình đó, Klaus (2014) cịn tìm mối liên hệ tích cực trải nghiệm khách hàng với hành vi mua lặp lại, chia sẻ danh mục đầu tư hài lòng khách hàng Tuy nhiên, Klaus (2014) sử dụng mô hình EXQ để nghiên cứu hành vi đầu tư gợi ý rằng, cần có nghiên cứu đo lường trải nghiệm khách hàng dựa giai đoạn hành trình khách hàng nhiều lĩnh vực để kiểm nghiệm tính hữu dụng mơ hình Trong bối cảnh cách mạng công nghiệp 4.0 ảnh hưởng Covid-19, thương mại điện tử (TMĐT) trở nên phổ biến hết Thị trường Việt Nam có tham gia nhiều sàn thương mại điện tử, ví dụ như: Shopee, Ladaza, Tiki, Sendo, Amazon, Taobao Sản phẩm sàn thương mại điện tử đa dạng, phong phú với nhiều chương trình xúc tiến bán hàng để thu hút khách hàng Các sàn thương mại điện tử hoạt động Việt Nam, cung cấp cho khách hàng khơng gian mua sắm tiện ích, với đa dạng mặt hàng chương trình xúc tiến hỗn hợp độc đáo, hấp dẫn Tuy nhiên để tạo lợi cạnh tranh tạo lòng trung thành khách hàng, sàn thương mại điện tử cần trọng tới hoạt động trải nghiệm khách hàng (Carbone & Haekel, 1994; Allen & cộng sự, 2005; Gentile & cộng sự, 2007) Do viết nghiên cứu trải nghiệm khách hàng lĩnh vực thương mại điện tử, để xem xét ảnh hưởng giai đoạn trải nghiệm khách hàng tới ý định mua lặp lại Từ đó, đưa khuyến nghị giải nâng cao trải nghiệm khách hàng sàn thương mại điện tử Việt Nam Nội dung trình bày tổng quan nghiên cứu sở lý thuyết; phương pháp nghiên cứu kết nghiên cứu Cuối thảo luận kết khuyến nghị Tổng quan nghiên cứu sở lý thuyết it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la man said “I’ll waken you in time.” “I not like for him to waken me It is as though I were inferior.” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, n strength, nor of his wife He only dreamed of places now and of the lions on the beach They played like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy harpoon and gaff and the old man carried the mast with the furled sail on his shoulder “Do you want coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Số 302(2) tháng 8/2022 134 He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can Thuật ngữ trải nghiệm khách hàng nhắc tới lần vào năm 1982 tác giả Hoolbrook & Hirschman (1982) nhiều học nhà hoạt động thực tế lĩnh vực trải nghiệm khách hàng quan tâm phát triển Điểm chung khái niệm tập trung vào tương tác khách hàng với doanh nghiệp Quá trình tương tác doanh nghiệp khách hàng yếu tố quan trọng việc hình thành nên trải nghiệm khách hàng Trong viết này, nhóm tác giả sử dụng khái niệm trải nghiệm khách hàng Klaus & Maklan (2013): “Trải nghiệm khách hàng trình đánh giá liên tục khách hàng dựa tương tác trực tiếp gián tiếp doanh nghiệp môi trường xã hội họ trước, sau mua sản phẩm thời điểm nào” khái niệm xem xét trải nghiệm khách hàng dựa đánh giá thân khách hàng doanh nghiệp thông qua tương tác họ với doanh nghiệp giai đoạn trước, sau mua Khái niệm đề cập tới giai đoạn khác hành trình khách hàng Theo Lemon & Verhoef (2016), hành trình khách hàng (HTKH) trình mà khách hàng qua, q trình thơng qua giai đoạn điểm chạm từ tạo nên trải nghiệm khách hàng Hành trình có tác động trải nghiệm khách hàng q khứ yếu tố bên ngồi Hành trình trải qua giai đoạn: trước, sau mua giai đoạn khách hàng lại có “điểm chạm” (touchpoint) doanh nghiệp (Lemon & Verhoef, 2016) Theo Jenkinson (2007), điểm chạm điểm hay thời điểm tiếp xúc/ giao tiếp tổ chức thương hiệu với người tiêu dùng cá nhân bên có liên quan Theo Duncan (2005), điểm chạm thực chất yếu tố tác động để tạo trải nghiệm khách hàng, tất thứ, người thông điệp chạm tới khách hàng tạo cảm xúc tích cực tiêu cực với doanh nghiệp Các điểm chạm tạo thơng qua giai đoạn hành trình mua sắm khách hàng (Lemon & Verhoef, 2016) Ở giai đoạn trước mua, hành động khách hàng bao gồm: xuất mong muốn, tìm kiếm xem xét phương án Ở giai đoạn mua, hành động khách hàng bao gồm: lựa chọn, đặt hàng toán Ở giai đoạn sau mua, hành động khách hàng bao gồm: tiêu dùng, sử dụng, cam kết sau mua yêu cầu mặt dịch vụ Dựa hành động này, doanh nghiệp chủ động thiết kế điểm tương tác để khách hàng “chạm” vào từ hình thành nên trải nghiệm giai đoạn, góp phần hình thành nên trải nghiệm tổng thể Trong thời gian qua nhà nghiên cứu phát triển nhiều phương pháp đo lường trải nghiệm khách hàng Mô-đun trải nghiệm chiến lược Schmitt (1999) đo lường trải nghiệm khách hàng thông qua yếu tố cấu thành trải nghiệm bao gồm: trải nghiệm giác quan (sensory experience), trải nghiệm tình cảm (affective experience), trải nghiệm nhận thức (cognitve experience), trải nghiệm thể chất (physical experience) trải nghiệm xã hội (social-identity experience) Chỉ số trải nghiệm khách hàng Kim & cộng (2011), theo số trải nghiệm khách hàng đo lường thông qua thông qua nhân tố: môi trường, lợi ích, thuận tiện, khả tiếp cận, tính tiện ích, khuyến khích, tin tưởng; số doanh nghiệp thực đo lường trải nghiệm khách hàng số NPS (Net Promoter Score) (Nguyễn Dương, 2020); mô hình trải nghiệm khách hàng EXQ (Klaus, 2014) đo lường trải nghiệm khách hàng thông qua giai đoạn hành trình khách hàng xem xét tác động trải nghiệm khách hàng tới chia sẻ danh mục đầu tư, ý định mua lặp lại, truyền miệng, hài lịng Trong đó, Klaus tác giả có nhiều cơng trình thử nghiệm nhiều mơ hình nghiên cứu trải nghiệm khách hàng Philipp Klaus & Stan Maklan (2011) sử dụng mơ hình EXQ để đo lường trải nghiệm khách hàng thông qua nhân tố: trải nghiệm sản phẩm, trọng tâm kết quả, khoảnh khắc thật, n tâm Trong mơ hình Klaus & Maklan (2011) xem xét tác động trải nghiệm khách hàng tới lòng trung thành, truyền miệng hài lòng khách hàng qua khảo sát với 218 khách hàng sử dụng dịch vụ chấp Anh Klaus & Maklan (2013) tiếp tục xem xét phù hợp EXQ việc đo lường trải nghiệm khách hàng dựa bối cảnh khác để chứng minh tính hiệu mơ hình Dữ liệu nghiên cứu thu thập từ nhóm khách hàng sử dụng loại dịch vụ Anh, bao gồm: dịch vụ chấp ngân hàng, trạm nhiên liệu dịch vụ, dịch vụ ngân hàng bán lẻ, dịch vụ xa xỉ Dữ liệu phân tích cho thấy, trải nghiệm khách hàng EXQ có tác động tích cực tới hài lòng, lòng trung thành truyền miệng Năm 2014, Klaus sử dụng mơ hình EXQ (2014) để đo lường trải nghiệm khách hàng 800 khách hàng Bắc Mỹ sử dụng dịch vụ quản lý tài sản, trạm lượng dịch vụ, dịch vụ ngân hàng bán lẻ, hàng hóa xa xỉ Kết it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la man said “I’ll waken you in time.” “I not like for him to waken me It is as though I were inferior.” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, n strength, nor of his wife He only dreamed of places now and of the lions on the beach They played like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy harpoon and gaff and the old man carried the mast with the furled sail on his shoulder “Do you want coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Số 302(2) tháng 8/2022 135 trải nghiệm khách hàng dựa bối cảnh khác để chứng minh tính hiệu mơ hình Dữ liệu nghiên cứu thu thập từ nhóm khách hàng sử dụng loại dịch vụ Anh, bao gồm: dịch vụ chấp ngân hàng, trạm nhiên liệu dịch vụ, dịch vụ ngân hàng bán lẻ, dịch vụ xa xỉ Dữ liệu phân tích cho thấy, trải nghiệm khách hàng EXQ có tác động tích cực tới hài lịng, lịng trung thành truyền miệng Năm 2014, Klaus sử dụng mô hình EXQ (2014) để đo lường trải nghiệm khách quảhàng nghiên cứu800 hàng tácBắc động cực khách tới ý lượng định mua lặpvụ, lại, hài khách Mỹtích sử dụng dịchtrải vụ nghiệm quản lý tài sản, hàng trạm dịch dịch vụ ngân hàng bán lẻ, hàng hóa xa xỉ Kết nghiên cứu tác động tích cực trải lịng khách hàng, truyền miệng nghiệm khách hàng tới ý định mua lặp lại, hài lòng khách hàng, truyền miệng He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t Dựa trình tổng quan tài liệu nghiên cứu trước, nhóm tác giả nhận thấy nghiên liệu để củađo cáclường nghiên trước, nhóm tác tập giả trung nhận thấy cáccứu nghiên cứuDựa sử dụng mơtrình hìnhtổng EXQquan củatài Klaus trảicứu nghiệm khách hàng nghiên ảnh hưởng cứu sử dụng mơ hình EXQ Klaus để đo lường trải nghiệm khách hàng tập trung nghiên cứu trải nghiệm khách hàng tổng thể tới kết marketing; thực bối cảnh cácảnh nước phát hưởng trải nghiệm khách hàng tổng thể tới kết marketing; thực bối cảnh triển Trong nghiên cứu này, nhóm tác giả sử dụng mơ hình EXQ để đo lường tác động giai đoạn nước phát triển Trong nghiên cứu này, nhóm tác giả sử dụng mơ hình EXQ để đo lường tác động trảicác nghiệm khách tớikhách ý địnhhàng muatớilặp lại Việt Nam quốc- gia triển.phát Đồng thời, tình giai đoạn trải hàng nghiệm ý định mua lặpNam lại tại- Việt mộtđang quốcphát gia triển cứuhuống trảinghiên nghiệm quakhách sàn tử mại - hình sắm trở nên Đồngnghiên thời, tình cứukhách trải hàng nghiệm hàngthương qua cácmại sàn điện thương điệnthức tử - mua hình thức phổmua biến bối phổ cảnhbiến cách mạng 4.0 giãn cách4.0 xã hộigiãn Covid-19 khuôn khổ sắm trở nên bốicông cảnhnghiệp cách mạng công nghiệp cách xã hộiTrong Covid-19 Trong khuôn khổsẽbài táctác giảđộng táckhách động hàng ý xem báo, nhóm tác giả chỉbáo, xemnhóm xét củaxem trảixét nghiệm hàngtrải tớinghiệm ý định khách mua lặp lại tới thay định mua lặp lại thay xem xét tác động trải nghiệm khách hàng tới ý định mua lặp lại, truyền xét tác động trải nghiệm khách hàng tới ý định mua lặp lại, truyền miệng, chia sẻ danh mục đầu lòng chia sẻ danh mụcđã đầu tư hài lòng Klaus thực tư miệng, hài Klaus thực Ý định định mua mua lặp lặp lại lại được xem Ý xem như là một biểu biểu hiện của lòng lòng trung trung thành thành(Zhang (Zhang&&cộng cộngsự, sự,2011) 2011) Trong Trong nghiên cứu ý định mua lặp lại hiểu việc khách hàng mua sản phẩm thông nghiên cứu ý định mua lặp lại hiểu việc khách hàng mua sản phẩm thông qua trang qua trang thương mại điện tử có ý định sử dụng lại trang thương mại điện tử cho lần mua sắm thương mại điện tử có ý định sử dụng lại trang thương mại điện tử cho lần mua sắm Như vậy, Như vậy, nhóm tác giả chọn khái niệm ý định mua lặp lại Hellier & cộng (2003): “Ý nhóm tác giảlặp chọn khái ý định lặp lại việc Hellier cộng “Ýmột định muanghiệp ” lặp lại dự định định mua lại dự niệm định mộtmua cá nhân mua lại & dịchsự vụ(2003): doanh cá nhân việc mua lại dịch vụ doanh nghiệp ” Để xem xét trải nghiệm khách hàng cách tồn diện thơng qua trải nghiệm trước, sau Để trải nghiệm cách toàn diện thông qua cáckhách trải nghiệm trước, sau khi xem mua,xét nghiên cứu khách sử dụnghàng sở lý thuyết mơ hình trải nghiệm hàng Klaus (2014) mua, nghiên cứu sử dụng sở lý thuyết mơ hình trải nghiệm khách hàng Klaus (2014) có điều có điều chỉnh cụ thể sau: chỉnh cụ thể sau: back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la man said “I’ll waken you in time.” “I not like for him to waken me It is as though I were inferior.” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, n strength, nor of his wife He only dreamed of places now and of the lions on the beach They played like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy harpoon and gaff and the old man carried the mast with the furled sail on his shoulder “Do you want coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Hình 1: Mơ hình nghiên cứu Trải nghiệm trước mua Ý định mua lặp lại Trải nghiệm mua Trải nghiệm sau mua Nguồn: Nhóm tác giả đề xuất Phương pháp nghiên cứu Nhóm tác giả sử dụng nghiên cứu định tính nghiên cứu định lượng cho viết Phương pháp nghiên cứu - Nghiên cứu định tính thực thơng qua vấn chun gia, đại diện sàn thương mại điện tử tác giả sử dụng nghiên định tính nghiên chothương viếtmại này.điện tử Việt Nam Nhóm khách hàng độ tuổicứu từ 18-34 mua cứu sắmđịnh qua lượng sàn Mục tiêu nghiên cứu định tính điều chỉnh sung vấn thang đo đogia, lường khách - Nghiên cứu định tính thực thông quabổphỏng chuyên đại trải diệnnghiệm sàn thương mạihàng điệnphù hợp tử khách hàng độ tuổi từ 18-34 mua sắm qua sàn thương mại điện tử Việt với bối cảnh Việt Nam với khách hàng mua sắm qua sàn thương mại điện tử - Nghiên cứu định lượng thực với giai đoạn: sơ thức Ở giai đoạn sơ bộ, mẫu nghiên cứu với 239 quan sát thu thập, để nhóm tác giả có điều chỉnh thang đo Ở giai đoạn thức, nhóm tác giả thu thập liệu từ 862 khách hàng mua sắm qua sàn thương mại điện tử phân tích mối quan hệ biến mơ hình nghiên cứu Phần mềm SPSS24, AMOS 20 sử dụng để phân tích Nhóm tác giả lấy mẫu theo phương thức phi ngẫu nhiên, phân tầng Theo số liệu từ sàn thương mại điện tử Tiki, tỷ trọng khách hàng theo khu vực thực tế sau: Hà Nội chiếm 23%, thành phố Hồ Chí Minh chiếm 44%, tỉnh khác chiếm 33% Bên cạnh tỷ lệ khách hàng nữ cao hơn, nữ giới chiếm khoảng 60% (theo số liệu khảo sát từ Picodi) Các giả lựa chọn cấu mẫu Số 302(2) tháng 8/2022 136 đoạn thức, nhóm tác giả thu thập liệu từ 862 khách hàng mua sắm qua sàn thương mại điện tử phân tích mối quan hệ biến mơ hình nghiên cứu Phần mềm SPSS24, AMOS 20 sử dụng để phân tích Nhóm tác giả lấy mẫu theo phương thức phi ngẫu nhiên, phân tầng Theo số liệu từ sàn thương mại điện tử Tiki, tỷ trọng khách hàng theo khu vực thực tế sau: Hà Nội chiếm 23%, thành phố Hồ Chí Minh chiếm 44%, tỉnh khác chiếm 33% Bên cạnh tỷ lệ khách hàng nữ cao hơn, nữ giới chiếm khoảng 60% (theo số liệu khảo sát từ Picodi) Các giả lựa chọn cấu nghiên theo tỷ theo trọngtỷkhách hàng theo trọng nữ giới cao mẫu cứu nghiên cứu trọng khách hàng khu theovực khuvà vựctỷvà tỷ trọng nữ giới cao He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug Việt Nam, khách hàng mua Theo số số liệu liệu từ từ Tiki Tiki Theo nền tảng tảng mua muasắm sắmthông thôngminh minhtoàn toàncầu cầuPicodi Picodi, 1tại , Việt Nam, khách hàng mua sắm called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t sắm qua sàn thương mại điện tử chủ yếu thuộc độ tuổi từ 18-34 nên tác giả tiến hành khảo sát back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the quacác sànkhách thương mại điệnđộtửtuổi chủnày yếu thuộc độ tuổi từ 18-34 nên tác giả tiến hành khảo sát khách hàng over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba hàng độ tuổi brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and Bảng 1: Thống kê mô tả mẫu nghiên cứu drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la Đặc điểm Số lượng Tỷ lệ (%) 207 24 TP Hồ Chí Minh 383 44,4 Khác 272 31,6 Nam 377 43,7 Nữ 485 56,3 0 man said “I’ll waken you in time.” “I not like for him to waken me It is as though I were inferior.” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, n Hà Nội strength, nor of his wife He only dreamed of places now and of the lions on the beach They played like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy harpoon and gaff and the old man carried the mast with the furled sail on his shoulder “Do you want coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Nơi sinh sống Giới tính Khác Nguồn: Khảo sát tác giả Kết thảo luận Kết thảo luận 4.1 Kết nghiên cứu định tính 4.1 Kết nghiên cứu định tính Thơng qua nghiên cứu định tính việc vấn chuyên gia lĩnh vực trải nghiệm khách Thơng quavấn nghiên định sàn tính thương việc cácViệt chuyên lĩnh trải nghiệm khách hàng, cứu đại diện mại điện vấn tử Namgia vàtrong vấnvực nhóm 20 khách hàng hàng, vấn đại diện sàn thương mại điện tử Việt Nam vấn nhóm 20 khách hàng đội tuổi từ 18-34 (chia nhóm, nhóm 10 khách hàng), nhóm tác giả bổ sung thêm biến quan sát đội tuổi từ 18-34 (chia nhóm, nhóm 10 khách hàng), nhóm tác giả bổ sung thêm biến vàoquan thang trải nghiệm khách hàng hàng trìnhnhư bàytrình trongbày Bảng Bảng sátđo vào thang đo trải nghiệm khách 4.2 Nghiên cứu định lượng sơ Sau nghiên cứu định tính, nhóm tác giả xây dựng thang đo nháp (Bảng 2) Mục đích nghiên cứu định lượng sơ để kiểm tra độ tin cậy thang đo phân tích nhân tố khám phá Với nghiên cứu định lượng sơ bộ, nhóm tác giả thực lấy mẫu thuận tiện, phi xác suất Phiếu khảo sát gửi tới 250 khách hàng, độ tuổi từ 18-34 sinh sống làm việc địa bàn Hà Nội (đảm bảo số lượng quan sát gấp lần số biến phân tích để phân tích nhân tố khám phá) Trong 250 phiếu trả lời thu thập về, số phiếu đạt yêu cầu 239 phiếu, nhóm tác giả loại 11 phiếu phiếu đưa câu trả lời cho câu hỏi sử dụng thang đo Likert Sau phân tích độ tin cậy thang đo Cronbach’s Alpha phân tích nhân tố khám phá EFA, nhóm tác giả đưa thang đo biến mơ hình nghiên cứu trình bày Bảng 4.3 Kết nghiên cứu thức Kết kiểm định độ tin cậy thang đo Cronbach’s Alpha Dựa vào Bảng 4, hệ số Cronbach’s Alpha thang đo nghiên cứu lớn 0,6; hệ số tương quan biến tổng lớn 0,3 Do đó, thang đo đạt độ tin cậy Kết phân tích nhân tố khám phá EFA Đầu tiên, nhóm tác giả tiến hành phân tích nhân tố khám phá cho biến độc lập biến trải nghiệm khách hàng - biến đo lường thông qua trải nghiệm hành trình khách hàng bao gồm trải nghiệm trước mua, mua sau mua Kết kiểm định KMO Barlett’s test, cho thấy KMO = 0,907, hệ số sig kiểm định = 0,000 50% Tiếp theo, tác giả phân tích nhân tố khám phá cho biến phụ thuộc - Ý định mua lặp lại, kết chạy EFA qua kiểm định KMO Barlett’s test, cho thấy KMO = 0,848, hệ số sig kiểm định = 0,000 50% Số 302(2) tháng 8/2022 137 He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is Bảng 2: Thang đo trải nghiệm khách hàng điều chỉnh, bổ sung said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug Biến Thang đo trải nghiệm khách hàng Nguồn called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t XYZ sàn thương mại điện tử tiếng Tôi cảm thấy tự tin nhân viên làm việc XYZ XYZ đưa cho lời tư vấn phù hợp (trong sản phẩm phù hợp với mong muốn tơi) Tơi chọn XYZ khơng giá Nhân làm việc XYZ đại diện cho thương hiệu XYZ tốt Sản phẩm XYZ có chất lượng tốt Sản phẩm XYZ đẳng cấp Các chương trình ưu đãi sàn thương mại điện tử XYZ thu hút tơi Các chương trình quảng cáo sàn thương mại điện tử XYZ phương tiện thu hút Thần tượng người đại diện cho XYZ Các KOL lĩnh vực sản phẩm mà quan tâm mua sản phẩm XYZ Việc tìm kiếm thơng tin sản phẩm XYZ dễ dàng Các thương hiệu sản phẩm tơi muốn mua có gian hàng XYZ Các shop bán hàng XYZ tư vấn nhiệt tình cho nhu cầu tơi XYZ có biện pháp kiểm soát chặt chẽ review đánh giá sản phẩm để tránh review “ảo” Với tôi, giá bán sản phẩm XYZ tốt XYZ tư vấn cho tơi tồn q trình mua hàng Việc mua hàng với XYZ dễ dàng XYZ thường xuyên cung cấp thông tin cho XYZ linh hoạt giao dịch với Chất lượng giao dịch với XYZ lần mua sắm luôn ổn định Nhân viên XYZ quan tâm tới nhu cầu Nhân viên XYZ quan tâm tới mong muốn Những người giao dịch với tơi XYZ có kỹ tốt XYZ mang tới dịch vụ khách hàng tốt Tôi tạo mối quan hệ cá nhân với người làm việc XYZ Tôi thấy giao diện mua sắm XYZ thiết kế thân thiện giao diện mua sắm sàn thương mại điện tử khác Với sản phẩm tơi dự định mua, XYZ có nhiều gian hàng cho tơi lựa chọn Cách thức tốn XYZ dễ dàng Việc giao hàng XYZ đáp ứng tốt mong đợi Tôi tiếp tục mua sắm qua sàn TMĐT XYZ họ quen với XYZ hiểu xác điều tơi muốn Sàn TMĐT XYZ giúp cập nhật sản phẩm Nhân viên chăm sóc khách hàng XYZ chăm sóc tốt cho tơi dài hạn Khi có vấn đề xảy sau mua sản phẩm (đổi hàng, trả hàng, hoàn tiền ), XYZ xử lý tốt Tôi cảm thấy hạnh phúc mua hàng với XYZ Trở thành khách hàng XYZ mang lại cho công nhận xã hội Sản phẩm nhận giống trang TMĐT XYZ thể Tôi XYZ tặng ưu đãi cho lần mua sau Tôi XYZ tặng quà phản hồi sản phẩm back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and Klaus (2014) drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la man said “I’ll waken you in time.” “I not like for him to waken me It is as though I were inferior.” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, n strength, nor of his wife He only dreamed of places now and of the lions on the beach They played like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy harpoon and gaff and the old man carried the mast with the furled sail on his shoulder “Do you want coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Trải nghiệm trước mua Trải nghiệm mua Trải nghiệm sau mua Nguồn: Nhóm tác giả tổng hợp Các tác giả tổng hợp, phát triển Klaus (2014) Các tác giả tổng hợp, phát triển Klaus (2014) Các tác giả tổng hợp, phát triển Kết phân tích nhân tố khẳng định CFA Nghiên cứu định lượng mơ hình: -4.2 Kết kiểm phùsơ hợp Sau nghiên cứuchỉ địnhsố: tính, nhóm tác giả đã≤xây dựng thang nháp (Bảng≥2) Mục đích ≥ 0,9; Theo hình 2, CMIN/df=2,750 3; GFI=0,935 ≥ 0,9;đoCFI=0,949 0,9; TLI=0,943 nghiên cứu định lượngPCLOSE=0.985 sơ để kiểm tra độ tincho cậythấy mơ thang đo nghiên phâncứu tíchphù nhânhợp tố khám RMSEA=0,045 ≤ 0,06; ≥ 0,05, hình với dữphá liệuVới thị trường (Hu & Bentler, 1999) - Kết kiểm định độ tin cậy, tính hội tụ tính phân biệt thang đo Để kiểm định độ tinh cậy tính hội tụ thang đo CFA cần sử dụng số CR AVE Khi Số 302(2) tháng 8/2022 138 Trong 250 phiếu trả lời thu thập về, số phiếu đạt yêu cầu 239 phiếu, nhóm tác giả loại 11 phiếu phiếu đưa câu trả lời cho câu hỏi sử dụng thang đo Likert Sau phân tích độ tin cậy thang đo Cronbach’s Alpha phân tích nhân tố khám phá EFA, nhóm tác giả đưa thang đo biến mơ hình nghiên cứu trình bày Bảng He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is Bảng 3: Thang đo biến mơ hình nghiên cứu said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug Biến Thang đo Mã hóa XYZ sàn thương mại điện tử tiếng XYZ đưa cho lời tư vấn phù hợp (trong sản phẩm phù hợp với mong muốn tôi) Nhân làm việc XYZ đại diện cho thương hiệu XYZ tốt Sản phẩm XYZ ln có chất lượng tốt Các chương trình ưu đãi sàn thương mại điện tử XYZ thu hút Các chương trình quảng cáo sàn thương mại điện tử XYZ phương tiện thu hút tơi Việc tìm kiếm thông tin sản phẩm XYZ dễ dàng Sản phẩm bán XYZ ln có mức giá tốt Việc mua hàng với XYZ dễ dàng XYZ thường xuyên cung cấp thông tin cho Tôi thấy giao diện mua sắm XYZ thiết kế thân thiện giao diện mua sắm sàn TMĐT khác Với sản phẩm tơi dự định mua, XYZ có nhiều gian hàng cho lựa chọn Cách thức toán XYZ dễ dàng Việc giao hàng XYZ đáp ứng tốt mong đợi Tôi tiếp tục mua sắm qua sàn TMĐT XYZ họ quen với tơi XYZ hiểu xác điều tơi muốn Sàn TMĐT XYZ giúp cập nhật sản phẩm Khi có vấn đề xảy sau mua sản phẩm (đổi hàng, trả hàng, hoàn tiền ), XYZ xử lý tốt Sản phẩm tơi nhận giống trang TMĐT XYZ thể Tôi XYZ tặng ưu đãi cho lần mua sau Tôi XYZ tặng quà tơi phản hồi sản phẩm Tơi nói điều tích cực XYZ với người khác Tơi giới thiệu XYZ với người cần tư vấn việc lựa chọn sàn thương mại điện tử để mua sắm Tơi khuyến khích bạn bè người thân mua hàng XYZ Tôi xem xét XYZ lựa chọn mua sản phẩm Tôi mua hàng XYZ nhiều năm tới BE1 BE2 Nguồn called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan Klaus (2014) BE3 “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la Trải nghiệm trước mua BE4 BE5 man said “I’ll waken you in time.” “I not like for him to waken me It is as though I were inferior.” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, n strength, nor of his wife He only dreamed of places now and of the lions on the beach They played like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy harpoon and gaff and the old man carried the mast with the furled sail on his shoulder “Do you want coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Trải nghiệm mua Trải nghiệm sau mua Ý định mua lặp lại Nguồn: Nhóm tác giả tổng hợp BE6 Nhóm tác giả đề xuất BE7 BE8 DE1 DE2 DE3 Klaus (2014) DE4 Nhóm tác giả đề xuất DE5 DE6 AE1 AE2 AE3 Klaus (2014) AE4 AE5 AE6 AE7 RPI1 RPI2 RPI3 RPI4 RPI5 Nhóm tác giả đề xuất Parasuraman & cộng (2005); Zeithaml & cộng (1996) Bảng 4: Hệ số Cronbach’s Alpha biến mơ hình nghiên cứu Hệ số tương quan biến 4.3 Kết nghiên cứu thức Hệ số tổng Số biến STT Thang đo cậy thang đo bằngCronbach’s Kết kiểm định độ tin quan sát Cronbach’s Alpha Giá trị thấp Giá trị cao Alpha nhất 0,890 0,637 0,710 Kết luận Trải nghiệm trước mua (BE) Thang đo đạt độ tin cậy Trải nghiệm mua (DE) 0,872 0,638 0,747 Thang đo đạt độ tin cậy Trải nghiệm sau mua (AE) 0,877 0,644 0,697 Thang đo đạt độ tin cậy Ý định mua lặp lại (RPI) 0,833 0,580 0,721 Thang đo đạt độ tin cậy Nguồn: Nhóm tác giả tổng hợp từ liệu khảo sát CR> 0,7 thang đo đạt độ tin cậy, AVE>0,5 thang đo đạt tính hội tụ (Hair & cộng sự, 2010) Dựavào vàoBảng kết tích thể hiệncủa bảng 7: CRđo lớn đo đạt tin cậy AVE Dựa 4, hệphân số Cronbach’s Alpha thang nghiên cứu0,7 đềunên lớnthang 0,6; hệ độ số tương quan biến tổng lớn 0,3 Do đó, thang đo đạt độ tin cậy lớn 0,5 nên thang đo đạt tính hội tụ Kết quảHair phân&tích nhân khám phá EFA Theo cộng sựtố(2010), thang đo đạt tính phân biệt khi: Phương sai riêng lớn (MSV) làtương biến trải nghiệm hàng - biến đo lường thông qua trải nghiệm hành trình khách hàng bao gồm trải nghiệm mơ hình trước mua, mua sau mua Kết kiểm định KMO Barlett’s test, cho thấy KMO = 0,907, hệ số sig kiểm định = 0,000 50% hàng - biến đo lường thông qua trải nghiệm hành trình khách hàng bao gồm trải nghiệm trước mua, mua sau mua Kết kiểm định KMO Barlett’s test, cho thấy KMO = 0,907, hệ số sig kiểm định = 0,000 50% He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is Bảng 5: Bảng ma trận xoay nhân tố cho biến trải nghiệm khách hàng said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug Biến quan sát Nhân tố 0,726 0,662 0,706 0,736 0,734 0,693 0,709 called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t AE1 AE2 AE3 AE4 AE5 AE6 AE7 BE1 BE2 BE3 BE4 BE5 BE6 BE7 BE8 DE1 DE2 DE3 DE4 DE5 DE6 back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la man said “I’ll waken you in time.” “I not like for him to waken me It is as though I were inferior.” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, n 0,649 0,703 0,726 0,710 0,753 0,710 0,702 0,723 strength, nor of his wife He only dreamed of places now and of the lions on the beach They played like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy harpoon and gaff and the old man carried the mast with the furled sail on his shoulder “Do you want coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Eigenvalues Phương sai rút trích Tổng phương sai rút trích 5,868 27,95% Nguồn: Nhóm tác giả tổng hợp từ liệu khảo sát 2,747 13,08% 0,698 0,707 0,826 0,739 0,682 0,731 2,231 10,62% 51,65% Hình 2: Kết phân tích nhân tố khẳng định CFA 140 Số 302(2) tháng 8/2022 Bảng 7: Hệ số tin cậy tổng hợp phương sai trung bình trích Nhân tố CR AVE AE 0,877 0,505 He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is Bảng 7: Hệ số tin cậy tổng hợp phương sai trung bình trích said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug Nhân tố CR AVE called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the AE BE DE RPI 0,877 0,890 0,874 0,835 0,505 0,504 0,536 0,505 over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la man said “I’ll waken you in time.” “I not like for him to waken me It is as though I were inferior.” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, n Nguồn: Nhóm tác giả tổng hợp từ liệu khảo sát strength, nor of his wife He only dreamed of places now and of the lions on the beach They played like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy harpoon and gaff and the old man carried the mast with the furled sail on his shoulder “Do you want coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Bảng 8: Hệ số AVE, MSV tương quan nhân tố Nhân tố AVE MSV Căn bậc AVE AE BE DE AE 0,505 0,162 0,710 0,710 BE 0,504 0,180 0,710 0,403 0,710 DE 0,536 0,254 0,732 0,260 0,223 0,732 RPI 0,505 0,254 0,710 0,341 0,424 0,504 RPI 0,710 Nguồn: Nhóm tác giả tổng hợp từ liệu khảo sát Dựa vào việc phân tích số liệu, bảng kết tính tốn số MSV, AVE, bậc AVE tương quan nhân tố Theo đó, MSV nhỏ AVE nhân tố bậc AVE lớn tương quan nhân tố mô hình Như kết luận thang đo đạt tính phân biệt Ảnh hưởng giai đoạn trải nghiệm khách hàng tới ý định mua lặp lại Hình 3: Mơ hình phân tích cấu trúc tuyến tính SEM Hình cho thấy, số phân tích cho thấy liệu thu thập phù hợp với mô hình nghiên cứu: Chi square/df = 2,750 ≤ 3, GFI = 0,935 ≥ 0,9, CFI = 0,949 ≥ 0.9, TLI = 0,943 ≥ 0,9, RMSEA=0,045 ≤ 0,05 PCLOSE = 0,985≥ 0,05 Số 302(2) tháng 8/2022 141 He was an old man who fished alone in a skiff in the Gulf Stream and he had gone eighty-four days now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff w We’ve made some money.” The old man had taught the boy to fish and the boy loved him “No,” the old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Ha taken them to the shark factory on the other side of the cove where they were hoisted on a block and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can it to you?” “I remember everything from when we first went together.” The old man looked at him with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is Bảng 9: Kết phân tích mơ hình cấu trúc tuyến tính SEM said “He never went turtle-ing That is what kills the eyes.” “But you went turtle-ing for years off the Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the toug Nhân tố Estimate S.E C.R P Hệ số chuẩn hóa called guano and in it there was a bed, a table, one chair, and a place on the dirt floor to cook with charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it t RPI < - BE 0,264 0,038 6,965 *** 0,284 RPI < - DE 0,370 0,038 9,379 *** 0,409 back when I have the sardines I’ll keep yours and mine together on ice and we can share them in the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the over the back of the chair and over the old man’s shoulders They were strange shoulders, still powerful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried ba brought them in a two-decker metal container from the Terrace The two sets of knives and forks and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yan “They lost today,” the boy told him “That means nothing The great DiMaggio is himself again.” “They have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and RPI < - AE 0,101 0,033 3,088 0,002 0,120 drinking His mind was on horses as well as baseball At least he carried lists of [22] horses at all times in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep la Nguồn: Nhóm tác giả tổng hợp từ liệu khảo sát Dựa vào Bảng 9, trải nghiệm khách hàng trước, sau mua tác động tích cực tới ý định mua lặp lại (P-value