- Thành p - - - - MÃ NGÀNH: 60340102 - Tp HCM, ngày 1.1 1.2 M 1.3 1.4 1.5 2.1 2.1.1 2.1.1.1 2.1.1.2 2.1.2 2.1.3 11 2.1.3.1 11 2.1.3.2 13 2.1.3.3 Mơ hình k (Sproles and Kendall, 1986) 13 2.1.3.4 2.2 15 15 2.2.1 Kwan C.Y, Yeung K.W & Au K.F, 2004) 15 2.2.2 Yan, 2006) 17 2.3.1 2.3.1.1 22 22 2.3.1.2 23 2.3.1.3 24 2.3.1.4 25 2.3.2 26 28 3.1 28 3.1.1 28 3.1.1.1 28 3.1.1.2 29 3.1.1.3 29 3.2 31 3.2.1 31 3.2.2 33 3.3 34 3.4 35 3.4.1 35 3.4.2 35 37 4.1 37 4.2 39 4.2.1 Cronbach 4.2.2 4.2.3 39 40 Phân tích Cronbach 4.2.4 4.3 42 43 44 4.3.1 45 4.3.2 46 4.3.2.1 46 4.3.2.2 47 4.3.2.3 Ki 4.3.3 4.3.3.1 nh gi thuy t 48 51 51 4.3.3.2 4.3.3.3 Ki 4.3.4 52 nh gi thuy t 52 54 4.3.4.1 54 4.3.4.2 55 4.3.4.3 Ki nh gi thuy t 56 4.4 58 4.4.1 58 4.4.2 59 4.5 60 4.5.1 60 4.5.2 60 61 5.1 61 5.2 62 5.3 64 5.4 65 66 B ng 2-1: B ng tóm c k t qu t 21 nghiên c u v tiêu chu n l a ch n s n ph m 10 B ng 2-2: B ng tóm t t m i quan h gi a quy nh mua s m tiêu chí l a ch n qu n i tiêu dùng tr tu i t i Mainland 17 áo th i trang thông d ng c B ng 2-3: Tóm t t v m i quan h gi a tiêu chí l a ch n qu n áo quy mua s m c nh i tiêu dùng (Yan, 2006) 20 B ng 2-4: B ng tóm t t v m i quan h gi a tiêu chí l a ch n qu n áo quy mua s m c nh Thanh Th o, 2010) 22 i tiêu B ng 2-5: B ng l a ch n v tiêu chí mua hàng th i trang 23 nh mua s m 24 B ng 2-6: B ng l a ch n d ng quy tiêu chí l a ch n qu n áo 31 B ng 3B ng 3- quy nh mua s m 32 B ng 3- a ch n qu n áo 33 B ng 3- nh mua s m 34 B ng 4-1: B ng tóm t t hình th c thu th p d li u 37 B ng 4-2: K t qu phân tích h s Cronbach Alpha cho bi B ng 4-3: K t qu phân tích EFA cho bi c l p 39 c l p 40 B ng 4-4: K t qu phân tích Cronbach Alpha cho bi n ph thu c 42 B ng 4-5: K t qu phân tích EFA cho bi n ph thu c 43 earson 45 B ng 4-6: Ma tr n tích t B ng 4-7: Tóm t t mơ hình B ng 4-8: ANOVAa - i quy 48 i quy 49 B ng 4-9: Tr ng s h i quy - i quy 49 B ng 4-10: Tóm t t mơ hình - i quy 52 B ng 4-11: ANOVAa - i quy 52 B ng 4-12: Tr ng s h i quy - i quy 53 B ng 4-13: Tóm t t mơ hình i quy 55 B ng 4-14: ANOVAa - i quy 56 B ng 4-15: Tr ng s h i quy B ng 4-16: K t qu ki i quy 56 nh gi thuy t nghiên c u 58 Hình 2-1: Mơ hình quy nh mua s m, Sproles and Kendall s (1986) 14 Hình 2-2: Mơ hình hành vi quy nh mua hàng qu n áo thông d ng c i tiêu dùng tr tu i t i Mainland, Trung Qu c (Kwan C.Y, Yeung K.W & Au K.F, 2004) 17 Hình 2-3: Các y u t ng t i hành vi quy nh mua hàng th i trang thông d ng, (Yan, 2006) 19 Hình 2-4: Mơ hình bi u di n m i quan h gi a tiêu chí l a ch n s n ph m qu n áo v i phong cách quy Hình 2-5: Mơ hình nghiên c Hình 3-1: o, 2010) 21 xu t 24 trình nghiên c u 30 -1- khám (Sproles and Kendall , 1986) trang trình , (ECKMAN, M., DAMHORST, & M L & KADOLPH, S J., 1990) t i th M t nghiên c c th thuy t nghiên c u T khố: ng Vi t Nam u ch t nghiên c giá l t nghiên ng nh mơ hình lý thuy t gi -2- 1.1 Theo kim 2012 ,09 (www.vietnamplus.vn, 2012) (www.baomoi.com, 2008) The Pathfinder m 2010 nhà marketing khác khác nhau, tính .042 148 106 002 090 -.088 043 328 119 092 057 133 101 109 088 100 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations .734 624 622 506 160 100 147 173 -.007 358 371 -.020 737 708 143 263 057 222 191 415 265 137 839 724 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .788 Approx Chi-Square 1574.022 Bartlett's Test of Sphericity df 136 Sig .000 Total Variance Explained Extraction Sums of Squared Rotation Sums of Loadings Squared Loadings Total % of Cumulati Total % of Cumula Total % of Cumula Varianc ve % Variance tive % Varian tive % e ce 4.723 27.781 27.781 4.723 27.781 27.781 2.683 15.784 15.784 2.257 13.274 41.056 2.257 13.274 41.056 2.525 14.853 30.638 1.727 10.160 51.215 1.727 10.160 51.215 2.334 13.731 44.368 1.178 6.931 58.146 1.178 6.931 58.146 1.810 10.645 55.013 6.022 64.169 1.024 6.022 64.169 1.557 9.156 64.169 1.024 891 5.243 69.412 768 4.518 73.930 710 4.175 78.105 590 3.472 81.577 10 528 3.108 84.685 11 494 2.905 87.590 12 440 2.586 90.176 13 426 2.505 92.681 14 377 2.217 94.899 15 325 1.912 96.811 16 293 1.724 98.535 17 249 1.465 100.000 Extraction Method: Principal Component Analysis Comp onent Initial Eigenvalues Rotated Component Matrixa Component 843 117 064 080 165 819 111 097 109 005 802 169 144 044 -.109 694 188 016 -.009 381 222 148 174 005 099 032 111 128 019 079 758 740 734 732 -.083 155 -.093 -.012 163 104 043 048 082 -.057 761 749 621 616 527 163 173 -.014 035 099 015 -.029 272 344 176 838 025 125 048 069 -.021 053 282 221 069 109 077 151 153 814 114 063 153 147 027 848 145 091 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations .176 336 684 hàng n cho KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity df Sig .759 913.852 55 000 Total Variance Explained Co Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared m Loadings Loadings po Total % of Cumulat Total % of Cumulat Total % of Cumulat ne Varian ive % Variance ive % Variance ive % nt ce 3.457 31.424 31.424 3.457 31.424 31.424 2.508 22.796 22.796 2.025 18.406 49.830 2.025 18.406 49.830 2.291 20.831 43.627 1.220 11.088 60.918 1.220 11.088 60.918 1.902 17.291 60.918 941 8.556 69.475 740 6.730 76.204 603 5.482 81.687 534 4.856 86.543 472 4.295 90.838 374 3.403 94.241 10 347 3.158 97.399 11 286 2.601 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrixa Component 045 054 096 118 755 135 018 752 040 102 114 860 130 -.035 3.2.1 Tiêu 796 783 trang 847 214 220 763 124 -.056 341 648 204 -.065 623 036 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations .801 123 3.3.4 115 234 588 -1 VÀ TIÊU CHÍ Correlations TCL Correlation Coefficient Sig (2-tailed) Correlation Coefficient Sig (2-tailed) TTT TTH TGIA TBH PHAN DU 1.000 196** 298** 366** 316** -.041 001 000 000 000 497 196** 1.000 559** 300** 354** 040 001 000 000 000 506 N 275 275 275 Correlation Sp 298** 559** 1.000 Coefficient ear TTH ma Sig (2-tailed) 000 000 n's Correlation 366** 300** 302** rho TGIA Coefficient Sig (2-tailed) 000 000 000 Correlation 316** 354** 225** Coefficient TBH Sig (2-tailed) 000 000 000 PHA Correlation -.041 040 030 N DU Coefficient Sig (2-tailed) 497 506 622 ** Correlation is significant at the 0.01 level (2-tailed) 275 275 275 302** 225** 030 000 000 622 1.000 346** 045 000 453 346** 1.000 -.026 000 670 045 -.026 1.000 453 670 TCL TTT -Smirnov One-Sample Kolmogorov-Smirnov Test Standardized Residual N 275 Normal Parametersa,b Mean Std Deviation 0E-7 99083390 Absolute Kolmogorov-Smirnov Z Asymp Sig (2-tailed) a Test distribution is Normal b Calculated from data Histogram -P Positive 030 Negative Most Extreme Differences 065 -.065 1.072 201 -Q Model Summaryb Model R R Square Adjusted R Std Error of the Durbin-Watson Square Estimate 347a 120 104 94654210 1.656 a Predictors: (Constant), TGIA, TTH, TCL, TTT, TBH b Dependent Variable: PTT ANOVAa Sum of Squares df Mean Square Model Regression 32.992 Residual 241.008 269 Total 274.000 274 a Dependent Variable: PTT b Predictors: (Constant), TGIA, TTH, TCL, TTT, TBH F 6.598 896 Sig 7.365 000b Coefficientsa Model Unstandardized Coefficients Standardized t Sig Collinearity Statistics Coefficients B (Constant) Std Error 1.044 071 092 TTT 167 TTH Tolerance 427 TCL Beta VIF 2.446 015 049 773 440 790 1.265 099 121 1.690 092 618 1.618 227 075 212 3.049 003 651 1.536 TGIA 098 068 093 1.455 147 767 1.303 TBH 074 067 070 1.103 271 784 1.275 a Dependent Variable: PTT P -2 VÀ TIÊU CHÍ Correlations TTT TTH TCL TCL TTT Correlation Coefficient Sig (2-tailed) Correlation Coefficient Sig (2-tailed) Correlation Coefficient Sig (2-tailed) Spea TTH rma n's Correlation rho TGIA Coefficient Sig (2-tailed) Correlation TBH Coefficient phan du Sig (2-tailed) Correlation Coefficient Sig (2-tailed) TGIA TBH phan du 1.000 196** 298** 366** 316** 026 001 000 000 000 665 196** 1.000 559** 300** 354** -.055 001 000 000 000 367 298** 559** 1.000 302** 225** 097 000 000 000 000 108 366** 300** 302** 1.000 346** 038 000 000 000 000 532 316** 354** 225** 346** 1.000 -.014 000 000 000 000 817 026 -.055 097 038 -.014 1.000 665 367 108 532 817 ** Correlation is significant at the 0.01 level (2-tailed) Histogram -P -Q -Smirnov One-Sample Kolmogorov-Smirnov Test Standardized Residual N Normal Parameters a,b Most Extreme Differences 275 0E-7 99083390 046 034 -.046 770 593 Mean Std Deviation Absolute Positive Negative Kolmogorov-Smirnov Z Asymp Sig (2-tailed) a Test distribution is Normal b Calculated from data Durbin-Watson Model Summaryb Mod R R Square Adjusted R Std Error of the el Square Estimate 423a 179 164 68461 a Predictors: (Constant), TBH, TTH, TCL, TGIA, TTT b Dependent Variable: PHH Durbin-Watson 1.640 ANOVAa df Mean Square Model Sum of Squares Regression 31.406 6.281 Residual 242.594 269 902 Total 274.000 274 a Dependent Variable: PCT b Predictors: (Constant), TGIA, TTH, TCL, TTT, TBH - Model F Sig 6.965 000b Coefficientsa Unstandardized Standardize Coefficients d Coefficients B Std Error Beta (Constan 875 t) TCL 363 TTT 123 TTH -.010 TGIA 073 TBH 175 a Dependent Variable: PHH 403 087 093 070 064 063 t Sig Tolerance 2.172 260 092 -.010 072 172 Collinearity Statistics 031 4.183 1.316 -.142 1.140 2.764 000 189 887 255 006 VIF 790 618 651 767 784 1.265 1.618 1.536 1.303 1.275 -3 Spearman Correlations TCL Correlation Coefficient TTT TTH TGIA TBH phan du 1.000 196** 298** 366** 316** 023 001 000 000 000 703 1.000 ** ** ** -.055 TCL Sig (2-tailed) Correlation Coefficient 196 ** 559 300 354 TTT Sig (2-tailed) Correlation Coefficient Spear ** ** 298 559 000 000 000 366 1.000 ** ** -.037 000 000 546 1.000 ** 133* 302 225 TTH Sig (2-tailed) man's rho 001 Correlation Coefficient 000 000 ** ** ** 366 300 302 346 TGIA Sig (2-tailed) Correlation Coefficient 000 000 000 000 028 ** ** ** ** 1.000 -.021 000 000 725 * -.021 1.000 028 725 316 354 225 346 TBH Sig (2-tailed) 000 000 phan Correlation Coefficient 023 -.055 -.037 du Sig (2-tailed) 703 366 546 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) .133 Histogram -Q P-P -Smirnov One-Sample Kolmogorov-Smirnov Test Standardized Residual N 275 Normal Parametersa,b Most Extreme Differences Mean Std Deviation Absolute Positive Negative 0E-7 99083390 046 034 -.046 770 Kolmogorov-Smirnov Z Asymp Sig (2-tailed) a Test distribution is Normal .593 b Calculated from data Durbin-Watson Model Summaryb Model R R Square Adjusted R Square Std Error of the Estimate 489a 240 225 a Predictors: (Constant), TBH, TTH, TCL, TGIA, TTT Durbin-Watson 57387 1.745 b Dependent Variable: PGIA ANOVAa Model Sum of Squares df Mean Square Regression 27.911 5.582 Residual 88.590 269 Sig .000b 329 116.501 F 274 Total a Dependent Variable: PGIA 16.950 b Predictors: (Constant), TBH, TTH, TCL, TGIA, TTT Coefficientsa Model Standardized Unstandardized Coefficients Coefficients B Std Error Beta 1.720 TCL 279 TTT -.204 TTH 095 TGIA 296 TBH 014 a Dependent Variable: PGIA (Constant) 338 073 078 059 053 053 229 -.177 106 337 016 t 5.094 3.831 -2.617 1.613 5.545 270 Sig .000 000 009 108 000 788 Collinearity Statistics Toleran VIF ce 790 618 651 767 784 1.265 1.618 1.536 1.303 1.275 D Independent Samples Test Levene's Test for Equality of Variances F PTT PCT PGI A Equal variance s assumed Equal variance s not assumed Equal variance s assumed Equal variance s not assumed Equal variance s assumed Equal variance s not assumed PTT PCT PGIA Sig t-test for Equality of Means t 243 622 -1.333 Df Std Error 95% Confidence Interval of Sig Mean Difference the Difference (2- Difference tailed) Lower Upper 07726789 182 -.16200503 12110020 -.40047822 07646815 273 692 04833459 12189882 -.19164659 28831578 404 267.607 033 856 184 -.16200503 12153906 -.40127795 -1.338 257.428 577 448 273 687 04833459 11978528 -.18750685 28417604 169 273 866 02056693 12192756 -.21947084 26060471 169 253.890 866 02056693 12195683 -.21960896 26074282 397 Test of Homogeneity of Variances Levene Statistic df1 df2 343 271 660 271 182 271 Sig .794 577 909 ANOVA df Between Groups PTT Within Groups Total Between Groups PCT Within Groups Total Between Groups PGIA Within Groups Total Sum of Squares 3.722 270.278 274.000 4.320 269.680 274.000 1.828 272.172 274.000 271 274 271 274 271 274 Mean Square F Sig 1.241 997 1.244 294 1.440 995 1.447 229 609 1.004 607 611 ... K.F, 2004) 2.2.2 mua hàng Yan, 2006) tiêu chí casual wear) Các tiêu chí tiêu dùng giá và Tiêu chí phong cách Tiêu chí tác thơng Tiêu chí phù và -18- , N tr liên quan Tiêu chí tiêu chí giá t cao... 2-4 t tiêu chí tiêu dùng, Tiêu chí Tiêu chí liên quan Tiêu chí Tiêu chí Tiêu chí liên quan liên quan liên quan phong hàng cách nhân viên Phong cách (P) 0.074 0.688 Sig 0.019 0.038 (P) trang 0.084... khoái - trang + + + + + + + + -* + + - tiêu chí (Yan, 2006) Ghi chú: + * 2.2.3 Nh n d ng quy - nh mua s m m i quan h v i tiêu chí l a ch n mua qu n áo th i trang c i tiêu dùng TP , ( theo mua (CSI),