- - DANH M C CÁC B NG B ng 2.1: B ng tóm t t nhân t ng quy nh l a ch n s n ph 2: B ng 3.3 Thang phân ph i (PP) B ng 3.4: Thang qu ng cáo (QC) B ng 3.5: Thang khuy n (KM) B ng 3.6: Thang d ch v khách hàng (DV) B ng 3.7 Thang ch t B ng 3.8: Thang giá (GC) B ng 3.9: Thang truy n mi ng (TM) B ng 3.10 Thang ý ng s n ph m (CL) nh ch n mua (CM) B ng 3.11 B ng mô t chi ti t bi n quan sát B ng 4.1: Thông tin m u nghiên c u B ng 4.2: K t qu ki m nh Cronbach Alpha th c B ng 4.3: H s KMO ki B ng 4.4 T nh Barlett sai trích c a bi B ng 4.5: Ma tr n xoay nhân t B ng 4.6: H s KMO ki B ng 4.7: T ng sai tích nh Bartlett cl p p B ng 4.8: Ma tr n xoay B ng 4.9: Ma tr B ng 4.10: Mơ hình tóm t t B ng 4.11: ANOVAb B ng 4.12: K t qu ki nh gi thuy t B ng 4.13: Ki ng nh t B ng 4.14: ANOVA B ng 4.15: Báo cáo B ng 4.16: B ng 4.17: Ki ng nh t B ng 4.18: ANOVA B ng 4.19: Ki ng nh t B ng 4.20: ANOVA B ng 4.21: Ki ng nh t B ng 4.22: ANOVA B ng 4.23: Trung bình thu nh p B ng 4.24 Giá tr trung bình c a nhân t DANH M C CÁC HÌNH V Hình 2.1: Thuy TH ng h p lý (TRA) Ngu n:Ajzen & Fishbein (1980) gu n: Acek Ajzen (1985) & Keller (2012) Hình 2.4: Quy trình quy nh mua hàng Ngu n: Philip Kotler, Gary Armstrong (2014) Hình 2.6 Lý tin dùng K Hình 2.7: Mơ hình nghiên c u Hình 3.1 Quy trình nghiên c u Hình 4.1: Mơ hình nghiên c u ch nh Hình 4.2: Bi phân tán ph Hình 4.3: Bi t n s Histogram DANH M C CÁC KÝ HI U, CÁC CH Ký t vi t t t TP.HCM CP TRA TPB EFA SP EU TRA TPB VI T T T Thành ph H Chí Minh C ph n Thuy ng h p lý Thuy t hành vi d nh Phân tích nhân t khám phá S n ph m Liên minh châu Âu Thuy ng h p lý Thuy t hành vi d nh L u th c s c a cá hi i s Các s li u, nh ng k t lu n nghiên c th ng d n khoa h c c a PGS TS Bùi Thanh Tráng c công b c trình bày lu i b t c hình th c Tôi xin ch u trách nhi m v nghiên c u c a Tác gi Phan Huy n Lý c th c 78 % Ngoài ra, - - nh nhân t m ph ng c a nhân t uK - nh mua s n a khách hàng n t i TP.HCM s khác bi t v nh ch n mua s n ph m K p, tu i, ngh nghi p, h c v n, tình tr ng nhân - xu t m t s ki n ngh nh m c 1.4 nh mua s n ph m uK m i tiêu dùng n TP.HCM u: n: nghiên c u s d ng 8/16 TM3 812 TM4 721 TM5 749 205 114 180 117 168 100 145 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations B ng 4b-7 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 849 3314.875 df 351 Sig .000 ng 4b-8 Compon ent Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % 7.937 2.738 2.354 2.159 1.520 1.269 1.194 29.398 10.140 8.719 7.998 5.629 4.701 4.422 29.398 39.538 48.258 56.256 61.885 66.585 71.007 846 3.133 74.140 641 2.374 76.514 10 587 2.174 78.688 11 554 2.051 80.739 12 547 2.024 82.764 13 511 1.894 84.657 14 485 1.796 86.453 15 428 1.585 88.038 16 408 1.510 89.548 17 386 1.429 90.977 18 368 1.363 92.340 19 336 1.246 93.586 20 313 1.160 94.746 21 278 1.030 95.776 22 248 917 96.694 Total 7.937 2.738 2.354 2.159 1.520 1.269 1.194 % of Variance 29.398 10.140 8.719 7.998 5.629 4.701 4.422 Cumulative % 29.398 39.538 48.258 56.256 61.885 66.585 71.007 9/16 23 218 807 97.501 24 201 746 98.247 25 196 725 98.972 26 161 595 99.567 27 117 433 100.000 Extraction Method: Principal Component Analysis ng 4b-9 Rotated Component Matrix a Component TH1 TH2 242 152 129 700 196 155 104 723 269 187 144 TH3 178 779 218 TH4 278 744 204 120 209 101 102 793 158 265 111 756 PP1 136 PP2 112 PP4 130 QC2 149 274 132 741 204 QC3 101 KM2 815 103 795 100 293 131 DV2 119 700 KM4 DV1 104 158 172 647 761 184 148 840 143 106 DV3 850 214 DV4 865 167 CL1 191 198 833 123 128 CL3 149 186 181 842 CL4 112 172 136 869 GC1 156 777 190 207 209 126 GC2 151 769 206 212 119 165 GC3 176 856 218 122 147 171 GC4 120 723 295 145 TM1 768 140 TM2 828 TM3 815 207 TM4 721 176 152 112 127 102 117 105 162 121 10/16 TM5 750 135 209 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations ng 4b-10 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 769 236.039 df Sig .000 ng 4b-11 Total Variance Explained Compo nent Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total 2.411 60.268 60.268 646 16.156 76.424 515 12.882 89.305 428 10.695 % of Variance 100.000 2.411 60.268 Extraction Method: Principal Component Analysis ng 4b-12 Component Matrix a Component CM1 CM2 CM3 CM4 Extraction Method: Principal Component Analysis a components extracted .799 730 777 798 Cumulative % 60.268 11/16 c c-1 b Model Summary Model R R Square 796 a Std Error of the Estimate Adjusted R Square 634 622 Durbin-Watson 40709 1.867 a Predictors: (Constant), PP, CT, CL, TM, DV, TH, GC b Dependent Variable: CM ng 4c-2 b ANOVA Model Sum of Squares df Mean Square F Regression 62.042 8.863 Residual 35.797 216 166 Total 97.839 Sig 53.481 000 223 a Predictors: (Constant), PP, CT, CL, TM, DV, TH, GC b Dependent Variable: CM ng 4c-3 Coefficients Unstandardized Coefficients Model B (Constant) Std Error -.462 195 046 GC 178 DV Standardized Coefficients Beta Collinearity Statistics t 245 TM a Sig Tolerance VIF -1.887 061 196 4.263 000 804 1.244 044 223 4.009 000 545 1.834 157 049 145 3.174 002 806 1.240 TH 240 047 276 5.110 000 579 1.727 CL 073 033 107 2.185 030 712 1.404 CT 139 043 143 3.226 001 859 1.164 PP 135 058 116 2.327 021 685 1.460 a Dependent Variable: CM a 12/16 ng 4c-4 Correlations ABSRE Spearman' ABSRE s rho Correlation Coefficient TM GC DV TH CL CT PP 1.000 -.115 -.068 -.014 090 -.070 059 019 086 313 829 182 294 378 774 224 224 224 224 224 224 224 224 -.115 1.000 ** ** ** ** ** Sig (2-tailed) 086 000 000 000 000 003 000 N 224 224 224 224 224 224 224 224 -.068 ** 1.000 ** ** ** ** Sig (2-tailed) N TM Correlation Coefficient GC Correlation Coefficient 362 362 266 283 239 555 270 505 197 297 307 419 ** ** Sig (2-tailed) 000 000 000 000 000 000 N DV 313 224 224 224 224 224 224 224 224 -.014 ** ** 1.000 ** ** ** Correlation Coefficient 266 283 304 239 223 419 ** Sig (2-tailed) 000 000 000 001 000 224 224 224 224 224 224 224 224 Correlation Coefficient 090 ** ** ** 1.000 ** ** Sig (2-tailed) 182 000 000 000 000 000 000 N CL 000 N TH 829 224 224 224 224 224 224 224 224 -.070 ** ** ** ** 1.000 151 * Correlation Coefficient 239 270 555 505 304 239 453 453 311 362 300 ** ** Sig (2-tailed) 000 000 000 024 000 224 224 224 224 224 224 224 224 Correlation Coefficient 059 ** ** ** ** * 1.000 149 Sig (2-tailed) 378 003 000 001 000 024 026 N 224 224 224 224 224 224 224 224 Correlation Coefficient 019 ** ** ** ** ** * 1.000 Sig (2-tailed) 774 000 000 000 000 000 026 N PP 000 N CT 294 224 224 224 224 224 224 224 224 197 307 297 419 223 419 311 362 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) : d Descriptive Statistics N Minimum Maximum Mean Std Deviation TH1 224 3.88 984 TH2 224 3.82 896 TH3 224 3.94 931 TH4 224 4.00 928 151 300 149 * 13/16 PP1 224 3.73 683 PP2 224 3.68 723 PP4 224 3.78 629 KM4 224 3.67 825 DV1 224 3.83 679 DV2 224 3.79 714 DV3 224 3.61 737 DV4 224 3.67 733 CL1 224 3.71 1.043 CL3 224 3.73 1.072 CL4 224 3.74 1.091 GC1 224 3.91 980 GC2 224 3.92 1.049 GC3 224 3.90 836 GC4 224 3.92 956 TM1 224 3.54 902 TM2 224 3.56 839 TM3 224 3.47 862 TM4 224 3.54 819 TM5 224 3.57 718 CM1 224 3.61 896 CM2 224 3.80 923 CM3 224 3.72 725 CM4 224 3.76 869 QC2 224 3.52 984 QC3 224 3.72 840 KM2 224 3.60 951 TM 224 1.80 5.00 3.5366 66622 GC 224 1.75 5.00 3.9129 83048 DV 224 1.00 5.00 3.7243 61389 TH 224 2.00 5.00 3.9096 76420 CL 224 2.00 5.00 3.7232 96773 CT 224 1.00 5.00 3.6272 68496 PP 224 2.00 5.00 3.7321 56706 CM 14/16 CM 224 Valid N (listwise) 2.00 5.00 3.7232 66238 224 ONEWAY CM BY Age Test of Homogeneity of Variances CM Levene Statistic df1 df2 2.267 Sig 221 106 ANOVA CM Sum of Squares df Mean Square F Between Groups Within Groups 15.004 7.502 82.836 221 375 Total 97.839 20.014 Sig .000 223 MEANS TABLES=CM BY Age Report CM Do tuoi Mean Duoi 25 25 - 35 tren 35 Total N 3.0104 3.8730 3.7039 3.7232 Std Deviation 24 124 76 224 49167 62265 62811 66238 T-TEST GROUPS=Honnhan(1 2) Levene's Test for Equality of Variances F Equal variances assumed Equal variances not assumed Sig 3.433 t 065 df Sig (2-tailed) Mean Difference Std Error Difference -.357 222 721 -.03182 08904 -.354 205.888 724 -.03182 08985 15/16 ONEWAY CM BY Edu Test of Homogeneity of Variances CM Levene Statistic df1 1.205 df2 Sig 220 309 ANOVA CM Sum of Squares df Mean Square Between Groups Within Groups 1.980 660 95.860 220 97.839 Sig .436 Total F 1.514 212 223 ONEWAY CM BY Car Test of Homogeneity of Variances CM Levene Statistic df1 412 df2 Sig 217 870 ANOVA CM Sum of Squares df Mean Square Between Groups Within Groups 5.226 871 92.613 217 427 Total 97.839 223 ONEWAY CM BY Inc Test of Homogeneity of Variances CM Levene Statistic df1 df2 Sig F Sig 2.041 061 16/16 Test of Homogeneity of Variances CM Levene Statistic df1 2.183 df2 Sig 219 072 ANOVA CM Sum of Squares df Mean Square Between Groups Within Groups 23.917 5.979 73.922 219 338 Total 97.839 223 MEANS TABLES=CM BY Inc Report CM Thu nhap Duoi trieu den duoi trieu den duoi 12 trieu 12 - 20 trieu Tren 20 trieu Total Mean 3.2500 3.4462 3.7738 3.9792 4.5278 3.7232 N Std Deviation 21 65 84 36 18 224 51841 63198 53439 61926 58717 66238 F 17.714 Sig .000 PH L C K T QU NGHIÊN C NH TÍNH sóc móng? Chuyên gia mua Chuyên gia Chuyên gia Chuyên gia Nam Chuyên gia khách hàng, sách Khách hàng V thu Khách hàng nh s n ph m ch m sóc móng, vi ti , hi qu , th m m h n ch m sóc móng d dàng, móng? Chuyên gia Chuyên gia Chuyên gia Chuyên gia Chuyên gia Khách hàng Khách hàng Chuyên gia Chuyên gia Chuyên gia Chuyên gia Chuyên gia Khách hàng Khách hàng Chuyên gia Chuyên gia K Ngh th g hi v s n ph m ch m sóc móng tơi ù bi Chun gia Chuyên gia Chuyên gia Khách hàng Khách hàng STT chuyên gia chuyên gia chuyên gia chuyên gia chuyên gia 1 1 1 Phân cáo khách hàng 1 1 1 1 Khách hàng Khách hàng 1 1 1 1 1 1 1 1 1 7/7 ý 5/7 ý 6/7 ý 6/7 ý 7/7 ý Giá 1 1 1 1 1 1 1 ý 7/7 1 7/7 ý ý CG1 CG2 CG3 CG4 CG5 KH1 KH2 1 1 0 1 1 0 1 1 1 1 0 1 1 CG1 CG2 CG3 CG4 CG5 KH1 1 0 1 0 1 1 0 1 KH2 1 0 1 CG1 CG2 CG3 CG4 CG5 KH1 1 1 1 0 1 1 1 0 1 1 0 CG1 CG2 CG3 CG4 CG5 KH1 1 1 1 1 1 0 1 1 1 1 0 CG1 CG2 CG3 CG4 CG5 KH1 1 1 1 1 1 1 1 1 1 1 1 0 CG1 CG2 CG3 CG4 CG5 KH1 KH2 cáo KH2 KH2 Nhân KH2 1 1 1 1 0 1 1 0 1 1 0 CG1 CG2 CG3 CG4 CG5 KH1 1 1 0 1 1 0 1 1 1 1 1 0 CG1 CG2 CG3 CG4 CG5 KH1 1 1 1 1 1 1 1 1 CG1 CG2 CG3 CG4 CG5 KH1 1 1 1 1 1 1 1 1 1 1 KH2 KH2 KH2