B G IÁO D C VÀ ÀO T O TR NG I H C KIN H T TH ÀNH P H H C H Í M INH *** *** *** *** *** NG U Y N M IN H TH U M T S NHÂN T L A CH N TH NH H NG N XU H NG HI U I N THO I THÔNG MINH C A KHÁCH HÀNG TRÊ N TH TR THÀNH PH H CHÍ MINH CH U YÊN NG ÀNH: QU N TR KIN H DO AN H MÃ S : 0.34 01 02 LU N V N TH C S KIN H T NG IH NG NG D N KH O A H C: TS IN H C ÔNG TI N TP H Chí Mi nh N m 20 13 NG i *** u ii TS c - tôi, cho tơi hồn thành Tơi xin - Doanh Tá iii g (Perceived h , hành lý (Theory of Reasoned Action) 75), Mô (Technology Acceptance Model TPHCM : (i) (ii) n -by- (group u n = 11 un= cho c có kích (Exploratory Factor Analysis) iv vào phân tích ENTER sáu thích giá tính tính giá hành - -way ANOVA) tiêu dùng ng Qua , ,k marketing v i N ii iii x xi 1 Ph 5 6 CH NG C 1.1 1.2 C 1.2.1 Hành vi tiêu dùng 1.2.2 Xu h 1.2.3 10 1.2.4 11 1.2.5 12 1.2.5.1 12 1.2.5.2 14 1.2.6 15 1.2.7 16 1.3 17 1.4 21 1.4.1 1.4.2 1.5 Mơ hình nghiên c 21 28 32 vi CH NG PH 33 2.1 33 2.2 33 2.2.1 Ph 2.2.2 33 34 2.3 35 2.4 37 2.4.1 37 2.4.2 38 2.4.3 39 2.4.4 40 2.4.5 40 2.4.6 41 2.4.7 43 2.4.8 43 2.4.9 44 2.4.10 46 2.5 2.5.1 2.5.2 47 Th 47 47 2.6 49 CH 50 3.1 50 3.2 50 3.2.1 51 3.2.2 52 3.2.2.1 52 3.2.2.2 54 3.3 56 vii 3.3.1 57 3.3.2 59 3.3.2.1 59 3.3.2.2 60 3.3.2.3 60 3.3.2.4 61 3.3.2.5 61 3.4 62 3.4.1 62 3.4.2 62 3.4.3 63 3.4.4 64 3.4.5 66 3.4.6 66 3.4.7 67 3.4.8 68 3.4.9 69 3.4.10 69 3.4.11 70 3.5 Phân tích xu h ng h hàng 70 3.5.1 Xu h 70 3.5.2 Xu h 71 3.5.3 Xu h 71 3.5.4 Xu h 72 3.5.5 Xu h 72 3.6 73 74 74 74 viii 75 77 80 a A a A b B CÁC WEBSITE e i i j l p v w cc dd ff ii jj kk ll mm - nn oo pp rr tt ng quan Pearson uu ix : TPHCM: EFA : TRA : TAM : PP : PQ : PS : 10 PB : 11 RG : ction) (Technology Acceptance Model) rand) Group) 12 WM : 13 AA : 14 AP : 15 PE : 16 PU : 17 PI : (Attitudes toward Advertising) d Ease of Use) hh Component Transformation Matrix Component 10 ,411 ,553 ,547 -,070 ,121 ,030 -,015 ,046 ,433 ,130 ,842 -,325 -,202 -,028 ,235 ,216 -,029 -,036 -,190 -,069 -,137 ,055 ,019 ,684 ,299 ,471 ,059 ,390 -,068 ,195 -,026 ,202 -,191 -,214 ,468 -,308 ,653 ,321 -,101 -,150 ,180 ,221 -,256 ,346 -,546 ,141 ,486 -,190 ,202 -,320 -,206 -,004 ,116 -,461 ,077 ,720 ,318 -,303 -,075 ,090 ,098 ,155 -,159 -,356 -,480 ,193 -,111 ,705 -,145 ,129 ,091 -,411 ,121 ,045 -,207 -,200 ,421 ,009 ,161 ,721 -,028 -,477 ,619 ,016 -,119 ,025 ,173 ,292 ,017 -,508 10 -,100 -,276 -,349 -,140 ,174 ,140 -,110 ,176 ,817 -,109 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization KMO and Ba rtlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity ,745 Approx Chi-Square 520,133 df Sig ,000 Communalities Initial Extraction PI1 1,000 ,813 PI2 1,000 ,877 PI3 1,000 ,849 Extraction Method: Principal Component Analysis Total Variance Explained Component Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadin gs Cumulative % 2,539 84,645 ,281 9,371 94,016 ,180 5,984 100,000 84,645 Extraction Method: Principal Component Analysis Total 2,539 % of Variance 84,645 Cumulative % 84,645 ii 10 a_sau EFA Scale Scale Corrected Mean Variance Item- if Item if Item Total Deleted Deleted Correlation Alpha if Item Deleted Kiể u dá ng thieát keá PQ1 ,1641 9,4240 ,6220 ,8986 PQ2 ,3359 8,8200 ,8242 ,8138 PQ3 ,7930 9,6942 ,7835 ,8342 PQ4 ,5898 9,3252 ,7611 ,8394 N of Cases = 256,0 Alpha = N of Items = ,8807 Alpha = ,8945 Tính năn g sả n phẩ m PQ6 21,0820 4,4991 ,8921 ,8495 PQ7 21,1406 4,3488 ,7122 ,8806 PQ8 21,0938 4,4618 ,8153 ,8599 PQ10 21,2031 5,5978 ,5185 ,9029 PE1 21,0569 4,8919 ,6278 ,8897 PE3 21,1328 4,5548 ,7772 ,8663 N of Cases = 256,0 N of Items = jj Variables Entered/Removed(b) Model Variables Entered Variables Removed ID, WM, PF, RG, PP, PU, AP, AA, PS, PB (a) Method Enter a All requested variables entered b Dependent Variable: PI Model Summa ry(b ) Model R R Square ,660(a) Adjusted R Sq uare ,435 ,412 Std Error of the Estimate R Sq uare Change ,435 ,76951 Change Statistics F Change df1 df2 18,872 10 245 Durbin Watson Sig F Change ,000 1,902 a Predictors: (Constant), ID, WM, PF, RG, PP, PU, AP, AA, PS, PB b Dependent Variable: PI ANOVA(b) Model Regression Residual Total Sum of Squares 111,749 145,077 256,826 df 10 245 255 Mean Sq uare 11,175 ,592 F 18,872 Sig ,000(a) a Predictors: (Constant), ID, WM, PF, RG, PP, PU, AP, AA, PS, PB b Dependent Variable: PI Coefficients(a) Unstandardized Coefficients Std B Error Model (Consta nt) ID PP PS PB WM RG PU AP AA PF ,229 ,059 ,040 ,069 ,074 ,070 ,068 ,065 ,054 ,083 ,115 a Dependent Variable: PI t Sig Correlations Zeroorder Beta ,635 ,324 ,069 ,356 ,219 ,126 ,033 ,113 ,032 ,054 ,124 Standardized Coefficients ,361 ,322 ,087 ,311 ,151 ,109 ,024 ,086 ,030 ,032 ,110 ,000 ,042 ,000 ,003 ,071 ,633 ,043 ,547 ,515 ,038 Part ,719 5,503 1,745 5,173 2,959 1,800 ,485 1,738 ,593 ,651 1,078 Partial Collinearity Statistics Tolera nce VIF ,534 ,144 ,515 ,250 ,180 ,039 ,142 ,049 ,053 ,182 ,332 ,111 ,314 ,187 ,115 ,030 ,110 ,038 ,042 ,131 ,264 ,084 ,248 ,143 ,087 ,023 ,083 ,029 ,031 ,088 ,674 ,921 ,636 ,905 ,639 ,943 ,949 ,926 ,934 ,944 1,483 1,085 1,572 1,105 1,564 1,061 1,054 1,080 1,071 1,060 kk -1 -2 -3 -3 -2 -1 Standardized Predicted Value ll Correlations ABS_RE Spearman's rho ABS_RE Correlation Coefficient PF ID PP PU PS PB 1,000 ,125 ,110 ,006 ,050 ,082 ,117 ,056 ,078 ,919 ,429 ,189 ,062 N 256 256 256 256 256 256 256 Correlation Coefficient ,125 1,000 ,053 ,108 ,084 ,160 -,012 Sig (2-tailed) ,056 ,402 ,085 ,183 ,010 ,853 N 256 256 256 256 256 256 256 Correlation Coefficient ,110 ,053 1,000 ,040 -,002 ,466 (*) ,060 Sig (2-tailed) ,078 ,402 ,529 ,976 ,000 ,336 N 256 256 256 256 256 256 256 Correlation Coefficient ,006 ,108 ,040 1,000 ,047 -,017 ,097 Sig (2-tailed) ,919 ,085 ,529 ,452 ,788 ,123 N 256 256 256 256 256 256 256 Correlation Coefficient ,050 ,084 -,002 ,047 1,000 -,030 ,080 Sig (2-tailed) ,429 ,183 ,976 ,452 ,638 ,202 N 256 256 256 256 256 256 256 Correlation Coefficient ,082 ,160 ,466 (*) -,017 -,030 1,000 ,136 Sig (2-tailed) ,189 ,010 ,000 ,788 ,638 ,030 N 256 256 256 256 256 256 256 Correlation Coefficient ,117 -,012 ,060 ,097 ,080 ,136 1,000 Sig (2-tailed) ,062 ,853 ,336 ,123 ,202 ,030 N 256 256 256 256 256 256 256 Sig (2-tailed) PF ID PP PU PS PB * Correlation is significant at the 0.01 level (2-tailed) mm Hình 40 30 20 10 Std Dev = ,98 Mean = 0,00 N = 256,00 00 3, 50 2, 00 2, 50 1, 00 1, ,5 00 0, -,5 ,0 -1 ,5 -1 ,0 -2 ,5 -2 ,0 -3 Standardized Residual Hình -P Plot: Normal P-P Plot of Standardized Residu 1,0 ,8 ,5 ,3 0,0 0,0 ,3 Observed Cum Prob ,5 ,8 1,0 nn 15 -test Group Statistics giới tính PI N Mean Std Deviation Std Error Mean Nam 142 3,0563 1,01678 ,08533 Nữ 114 3,1520 ,98877 ,09261 Independent Samples Test PI Equal variances assumed Levene's Test for F Equality of Variances ,531 Sig t-test for Equality Equal variances not assumed ,467 t -,758 -,760 df 254 244,869 Sig (2-tailed) ,449 ,448 Mean Difference -,0957 -,0957 Std Error Difference ,12631 ,12592 -,34446 -,34374 ,15304 ,15232 of Means 95% Confidence Interval of the Lower Difference Upper oo Descriptives PI N =18 - =5 - = 10 triệu đ * The mean difference is significant at the 05 level tt ANOVA Descriptives PI N < trieäu >=5 trieäu - = 10 trieäu Total Mean Std Deviation Std Error 95% Confidence Interval for Mean Minimum Maximum Lower Upper Bound Bound 3,0883 3,4869 1,00 5,00 102 3,2876 1,01479 ,10048 125 3,0080 ,99593 ,08908 2,8317 3,1843 1,00 5,00 29 2,8276 256 3,0990 ,90686 ,16840 1,00357 ,06272 2,4826 2,9754 3,1725 3,2225 1,33 1,00 5,00 5,00 Test of Homogeneity of Variances PI Levene Statistic ,118 df1 df2 253 Sig ,889 ANOVA PI Between Groups Within Groups Total Sum of Squares 6,799 250,028 256,826 df 253 255 Mean Square 3,399 ,988 F 3,440 Sig ,034 POST HOC Multiple Comparisons Dependent Variable: PI Dunnett t (2-sided) (J) Giá điện (I) Giá điện thoại thoại có ý có ý định mua định mua Mean Difference (I-J) Std Error Sig 95% Confidence Interval Lower Upper Bound Bound ,0069 ,9130 -,2633 ,6241 < trieäu >= 10 trieäu ,4600(*) ,20920 ,046 >=5 trieäu - = 10 trieäu ,1804 ,20490 ,518 * The mean difference is significant at the 05 level a Dunnett t-tests treat one group as a control, and compare all other groups against it uu PI PI Pearson Correlation Sig (2-tailed) N ID PF PP Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N PS Pearson Correlation Sig (2-tailed) N PB WM Pearson Correlation Sig (2-tailed) N RG Pearson Correlation Sig (2-tailed) N Pearson Correlation PU Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N AP Pearson Correlation ID ,534(**) ,000 PF ,182(**) ,000 PP ,144(**) ,000 PS ,515(**) ,000 PB ,250(**) ,000 WM ,180 ,080 256 ,534(**) 256 256 ,035 256 ,027 256 ,487(**) 256 ,071 ,000 256 256 ,575 256 ,670 256 ,000 256 ,182(**) ,035 ,132(*) ,000 256 ,575 256 256 ,035 256 ,144(**) ,000 256 ,027 ,670 256 ,132(*) ,035 256 ,515(**) ,000 256 ,250(**) ,487(**) ,000 256 ,071 ,000 256 ,180 RG ,039 ,711 PU ,142(**) ,000 256 ,430(**) 256 ,041 ,260 256 ,000 256 ,092 ,008 ,143 256 ,901 256 256 ,065 ,298 256 ,092 ,143 256 ,008 ,065 ,298 256 ,089 ,260 256 ,430(**) ,901 256 ,080 ,080 256 ,000 256 ,039 AP AA ,049 ,218 ,053 ,431 256 ,006 256 ,133(*) 256 ,123 ,516 256 ,925 256 ,034 256 ,050 256 ,080 ,055 ,070 ,014 ,007 ,205 256 ,381 256 ,267 256 ,824 256 ,913 256 ,089 ,157 256 ,127(*) ,042 256 ,005 ,942 256 ,039 ,530 256 ,137(*) ,029 256 ,043 ,490 256 256 ,097 ,097 ,123 256 ,480(**) ,000 256 ,240(**) ,001 ,988 256 ,034 ,051 ,412 256 ,084 ,032 ,606 256 ,126(*) ,035 ,579 256 ,124(*) ,157 256 ,127(*) ,123 256 ,480(**) 256 ,240(**) ,000 256 ,583 256 ,083 ,179 256 ,029 ,044 256 ,021 ,048 256 ,109 ,205 256 ,042 256 ,000 256 ,000 256 256 ,185 256 ,643 256 ,734 256 ,080 256 ,041 ,055 ,005 ,001 ,034 ,083 ,163(**) ,107 ,012 ,711 256 ,516 256 ,381 256 ,942 256 ,988 256 ,583 256 ,185 256 256 ,009 256 ,089 256 ,849 256 ,142(**) ,000 256 ,006 ,925 256 ,070 ,267 256 ,039 ,530 256 ,051 ,412 256 ,084 ,179 256 ,029 ,643 256 ,163(**) ,009 256 256 ,009 ,880 256 ,006 ,929 256 ,049 ,133(*) ,014 ,137(*) ,032 ,126(*) ,021 ,107 ,009 ,053 vv Sig (2-tailed) N AA ,218 256 ,034 256 ,824 256 ,029 256 ,606 256 ,044 256 Pearson Correlation Sig (2-tailed) N ,053 ,123 ,007 ,043 ,035 ,124(*) ,431 256 ,050 256 ,913 256 ,490 256 ,579 256 ,048 256 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) ,734 256 ,089 256 ,880 256 256 ,397 256 ,109 ,012 ,006 ,053 ,080 256 ,849 256 ,929 256 ,397 256 256 ... 2007) cho , thông minh , , thông minh thông minh thơng minh Hay nói cách Vì nh thơng minh hành p H Chí Minh g thông minh ( ) tiêu dùng TPHCM t HCM, Tp.HCM Tp.HCM Nghiên c c th c hi n thông qua... 3.4.11 70 3.5 Phân tích xu h ng h hàng 70 3.5.1 Xu h 70 3.5.2 Xu h 71 3.5.3 Xu h 71 3.5.4 Xu h 72 3.5.5 Xu h 72 3.6 ... thu t th o lu n nhóm 18 Xu h M M p Hình 1.5 Mơ hình nghiên c u c a Hu R2 62,3%, Tác gi Lê H nhân t (2007) c hi n lu nd nh s d ph H Chí Minh Tác gi tài i n tho ng t i 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