- 2013 - Ch 60340102 2013 i - ng tin Trang i ÀI ii 1.1 1.2 1.3 1.4 Ý 1.5 .5 2.2 2.2.1 2.2.2 2.3.1 K 2.3.2 Cá .8 2.4.2 10 - TRA 10 TPB 11 - TAM .12 2.5 Mơ hình 2.5.1 13 .13 2.5.2 .14 .14 17 17 17 3.2.1 17 3.2.2 Ng 17 20 20 23 23 23 .24 24 EFA 25 hàng 25 29 29 4.4.1 Phân tích 4.4 quan 30 30 33 33 33 34 4.5 Phân tích 4.5.1 36 36 36 36 36 36 4.5.6 C 37 37 .38 C 5.1 K 41 .41 42 5.3 43 5.2 Hàm ý sách cho 44 45 46 Trang 25 t - 27 28 30 30 30 32 32 35 ii Trang Hình 2.1 Mơ hình TRA 11 Hình 2.2 12 13 Hình 14 19 33 34 1.1 L Theo Forrester Research, Inc (2013), 226 ia Theo sát sau 210 (Khánh Linh, http://kinhdoanh.vnexpress.net/tin-tuc/quoc-te.html, 10/2013) Theo ) Ngày n Nam Bán (VECOM, 2013) - s doanh nhân, nhân viên Tuy nhiên, g tin cá , ã có t mang tính khoa N mua hàng :n ý (10 phút) (70 phút) 18 - ? lý ( 19 - Perceived Usefulness) Intetnet - Perceived Easy of Use) - , ( - Perceived Risks) Product and Company Attributes ) - Internet? (10 phút) ! CM HÀNG VÀ Có _ Khác (ghi rõ) Có ) Game, software _ Khác (Ghi rõ) 13- Có Khơng khơng Có Khơng m 1không); 4- 3- ; 2; 5- PCA1 PCA2 PCA3 POE1 POE2 POE3 POE4 PU1 PU2 PU3 PU4 PR1 PR2 PR3 PR4 5 ? Tôi t rõ ràng ho phép mu hông tin cá nhân k 4 3 2 1 5 5 5 4 4 4 3 3 3 2 2 2 1 1 1 5 5 4 4 3 3 2 2 1 1 Nam C2 Xin vui lòng _ Khác (xin ghi rõ) _ Khác (xin ghi rõ) 10 Tác g , ngày Có 14/ t ki m th i gian, ti t ki m chi phí i l i, mua hàng m i lúc m i n i, có nhi u ngu n thông tin tham kh o tác mua hàng o sát 174 khách hàng Nam 75 99 174 43,1 56,9 100,0 43,1 100,0 15 - 24 78 44,8 44.8 25 - 34 93 53,4 98.3 35 - 44 1.7 100 Hôn nhân 142 81.6 30 Khác 81.6 17.2 98.9 1.1 100 2.3 2.3 24 13,8 16.1 138 79,3 95,4 3.4 98.9 1.1 100 29 16.7 16.7 DNNN 16 9,2 25.9 DNTN 115 63,8 89.7 4,0 93.7 12 6.3 100 Khác Khác PCA Cronbach's Alpha ,688 Item-Total Statistics Scale Mean if Scale Variance if Item Deleted Item Deleted PCA1 PCA2 PCA3 8,32 8,56 8,43 Corrected ItemTotal Correlation 1,686 1,508 1,506 Cronbach's Alpha if Item Deleted ,506 ,491 ,516 ,595 ,613 ,578 Reliability Statistics) Cronbach's Alpha ,731 Item-Total Statistics Scale Mean if Scale Variance if Corrected Item-Total Item Deleted Item Deleted Correlation POE1 POE2 POE3 POE4 12,32 12,37 12,34 12,48 2,774 2,605 2,759 2,482 Cronbach's Alpha if Item Deleted ,531 ,552 ,483 ,527 ,668 ,653 ,693 ,670 Reliability Statistics) Cronbach's Alpha ,841 Item-Total Statistics Scale Mean if Item Deleted PU1 PU2 PU3 PU4 11,72 11,96 11,78 11,76 Scale Variance if Item Deleted 4,756 4,686 5,134 5,164 Corrected ItemTotal Correlation ,709 ,683 ,639 ,671 Cronbach's Alpha if Item Deleted ,783 ,796 ,813 ,801 Reliability Statistics) Cronbach's Alpha ,753 Item-Total Statistics Scale Mean if Item Deleted PR1 PR2 PR3 PR4 6,33 6,43 6,14 6,39 Scale Variance if Corrected Item-Total Cronbach's Alpha if Item Item Deleted Correlation Deleted 4,744 4,292 4,494 4,609 ,557 ,597 ,482 ,573 ,693 ,668 ,738 ,684 Reliability Statistics) Cronbach's Alpha ,729 Item-Total Statistics Scale Mean if Item Deleted PI1 PI2 PI3 7,69 7,86 8,24 Scale Variance if Item Deleted 1,163 1,569 1,441 Corrected ItemTotal Correlation ,619 ,572 ,488 Cronbach's Alpha if Item Deleted ,558 ,635 ,719 - EFA Ki Kaiser-Meyer-Olkin) Bartlett 842 848.222 105 ,000 df Sig Rotated Component Matrixa Component PU1 ,806 PU2 ,805 PU3 ,814 PU4 ,778 PR3 ,748 PR1 ,734 PR2 ,724 PR4 ,687 -,327 PCA1 ,735 PCA3 ,727 PCA2 ,709 POE3 ,801 POE1 ,727 POE2 ,620 POE4 ,483 ,518 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 10 - EFA KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity ,829 Approx Chi-Square 757,844 df 91 Sig ,000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Rotation Sums of Squared Loadings % of Cumulative % Total STT Total 4,532 32,368 32,368 4,532 32,368 32,368 2,736 19,543 19,543 1,835 13,108 45,476 1,835 13,108 45,476 2,313 16,521 36,064 1,401 10,007 55,483 1,401 10,007 55,483 1,951 13,935 49,999 1,072 7,658 63,141 1,072 7,658 63,141 1,840 13,142 63,141 ,798 5,703 68,844 ,662 4,725 73,570 ,631 4,508 78,078 ,596 4,255 82,333 ,552 3,944 86,277 10 ,457 3,266 89,542 11 ,427 3,052 92,594 12 ,398 2,841 95,435 13 ,335 2,390 97,825 14 ,305 2,175 100,000 Extraction Method: Principal Component Analysis Variance % of Cumulative % Total Variance Cumulative % 11 - KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square ,658 117,033 df Sig ,000 Communalities Initial PI1 PI2 PI3 1,000 1,000 1,000 Extraction ,731 ,672 ,560 Extraction Method: Principal Component Analysis Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative % 1,963 65,447 65,447 ,626 20,862 86,308 ,411 13,692 100,000 Extraction Method: Principal Component Analysis Total 1,963 % of Variance 65,447 Cumulative % 65,447 12 -test Phân tích ANOVA Group Statistics Gioitinh PI N Mean Std Deviation Std Error Mean 75 12,1600 1,82357 ,21057 99 11,6869 1,50269 ,15103 Levene t-test for Equality of Means Mean F PI Equal variances assumed Sig 2,479 t ,117 df Sig (2-tailed) 172 ,062 ,47313 ,25234 141,452 ,070 ,47313 ,25913 Test of Homogeneity of Variances PI ,241 df2 Sig 171 ,786 ANOVA PI Sum of Squares Between Groups df Mean Square 6,405 3,202 Within Groups 470,521 171 Total 476,925 F Sig 2,752 173 1,164 ,315 Test of Homogeneity of Variances PI Levene Statistic ,571 df1 df2 ,566 ANOVA Sum of Squares Between Groups Sig 171 PI Difference 1,875 df1 Difference 1,826 Equal variances not assumed Levene Statistic Std Error df Mean Square 1,960 ,980 Within Groups 474,965 171 2,778 Total 476,925 173 F Sig ,353 ,703 13 Test of Homogeneity of Variances PI Levene Statistic df1 1,013 df2 Sig 169 ,402 ANOVA PI Sum of Squares Between Groups df Mean Square F 5,224 1,306 Within Groups 471,701 169 2,791 Total 476,925 Sig ,468 ,759 173 Descriptives) 95% Confidence Interval for Mean N Mean Std Deviation Std Error Lower Bound Upper Bound 29 11,4138 1,78320 ,33113 10,7355 12,0921 16 12,1250 2,09364 ,52341 11,0094 13,2406 111 11,9009 1,61220 ,15302 11,5976 12,2042 11,7143 1,11270 ,42056 10,6852 12,7434 11 12,8182 1,07872 ,32525 12,0935 13,5429 174 11,8908 1,66036 ,12587 11,6424 12,1392 Total * The mean difference is significant at the 0.05 level * Test of Homogeneity of Variances PI Levene Statistic 1,279 df1 df2 Sig 169 ,280 ANOVA PI Sum of Squares Between Groups df Mean Square 17,166 4,291 Within Groups 459,759 169 2,720 Total 476,925 173 F 1,577 Sig ,183 14 PI o sánh nhóm (Multiple Comparisons) LSD 95% Confidence Interval Mean (I) (J) Coquan -,46342976 ,30918199 ,136 -1,0737861 ,1469265 -,30836807 ,20704772 ,138 -,7171011 ,1003649 -,19299660 ,41809036 ,645 -1,0183490 ,6323558 -,84736491 * ,35156172 ,017 -1,5413831 -,1533468 ,84736491 * ,35156172 ,017 ,1533468 1,5413831 ,38393515 ,38885928 ,325 -,3837121 1,1515824 ,53899684 ,31382606 ,088 -,0805273 1,1585210 ,65436831 ,48001832 ,175 -,2932361 1,6019727 Difference (I-J) Std Error Sig Lower Bound Upper Bound * The mean difference is significant at the 0.05 level (Descriptives) 95% Confidence Interval for Mean N Mean Std Deviation Std Error Lower Bound Upper Bound 33 11,4242 1,83763 ,31989 10,7726 12,0758 31 11,3548 1,30508 ,23440 10,8761 11,8335 69 12,0145 1,61330 ,19422 11,6269 12,4020 30 12,5333 1,56983 ,28661 11,9471 13,1195 11 12,2727 1,95402 ,58916 10,9600 13,5855 174 11,8908 1,66036 ,12587 11,6424 12,1392 Total Test of Homogeneity of Variances PI Levene Statistic 1,140 df1 df2 Sig 169 ,339 ANOVA PI Sum of Squares Between Groups df Mean Square 31,134 7,783 Within Groups 445,791 169 2,638 Total 476,925 173 F 2,951 Sig ,022 15 PI LSD Multiple Comparisons) 95% Confidence Interval Mean (I) Thunhap (J) Thunhap ,01383799 ,24460179 ,955 -,4690305 ,4967065 -,37870271 ,20697888 ,069 -,7872998 ,0298944 -,67868309* ,24669489 ,007 -1,1656836 -,1916826 -,53838294 ,34047129 ,116 -1,2105075 ,1337416 -,01383799 ,24460179 ,955 -,4967065 ,4690305 -,39254070 ,21144727 ,065 -,8099588 ,0248774 * ,25045570 ,006 -1,1869458 -,1980964 -,55222093 ,34320604 ,109 -1,2297441 ,1253023 ,37870271 ,20697888 ,069 -,0298944 ,7872998 ,39254070 ,21144727 ,065 -,0248774 ,8099588 -,29998038 ,21386509 ,163 -,7221715 ,1222108 -,15968023 ,31749111 ,616 -,7864396 ,4670791 ,67868309 * ,24669489 ,007 ,1916826 1,1656836 ,69252108 * ,25045570 ,006 ,1980964 1,1869458 ,29998038 ,21386509 ,163 -,1222108 ,7221715 ,14030014 ,34470091 ,685 -,5401741 ,8207744 ,53838294 ,34047129 ,116 -,1337416 1,2105075 ,55222093 ,34320604 ,109 -,1253023 1,2297441 ,15968023 ,31749111 ,616 -,4670791 ,7864396 -,14030014 ,34470091 ,685 -,8207744 ,5401741 Difference (I-J) -,69252108 Std Error * The mean difference is significant at the 0.05 level Sig Lower Bound Upper Bound ... mua hàng tham kh , Intern Ferle 2000 Mơ hình l hành vi 19 cao 9 mơ hình lý Haubl & Trifts 2000 hàng Mơ hình, l mua hàng hành vi Limayen, Khalifa & Frini 2000 vi Lý thuy t v hành vi d mua hàng. .. Tôi mua hàng PCA3 Tôi mua hàng 30 (Product and Company Attributes), PCA POE1 H th ng tìm ki m thơng tin c a web bán hàng tr c n nhanh POE2 Tôi th y giao di n POE3 Tôi th y th t c mua hàng t hàng. .. Ngày n Nam Bán (VECOM, 2013) - s doanh nhân, nhân viên Tuy nhiên, g tin cá , ã có t mang tính khoa N mua hàng :n ý 1.2 M - nh Khám phá mà k - 1.3 P internet - ng - tài: Th t1.4 - - Ý - -