Các yếu tố ảnh hưởng đến sự hài lòng của khách hàng trong mô hình groupon tại thành phố hồ chí minh luận văn thạc sĩ 2015

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Các yếu tố ảnh hưởng đến sự hài lòng của khách hàng trong mô hình groupon tại thành phố hồ chí minh  luận văn thạc sĩ 2015

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L B ng s t tc n c u ti n i dung n sau t qu uc , d n c a TS Tr s ng lu T tc lu n, b ng kh c th c hi n b t qu ng n u th o u tham kh o H 10 H i L IC ch ng g i l i c ng d Th th ng d n t nh b o cho ng ih - ng d ng g i l i c t ki n ot th truy ng ng th i, n TS Tr c hi n lu n ng d n ng l c hi n, m g ng lu n t i nh ng h n ch t t mong s nh b c nh u t c g n xa H 10 H ii M CL C L i L IC ii M C L C iii DANH M C B NG BI ix T xii NG QUAN V V 1.1 DO CH N U 1.2 1.3 M U 1.4 U 1.5 U 1.6 1.7 B C C C U 2.1 T 2.1.1 2.1.1.1 M t s 2.1.1.2 T tv n t mv n t c t ch c ho n t 2.1.1.3 n t 2.1.1.4 n t B2C 10 iii 2.1.2 D ch v 10 2.1.2.1 m d ch v 10 2.1.2.2 a d ch v 11 2.1.3 Ch ng d ch v ng d ch v tr c n 12 2.1.3.1 Ch ng d ch v 12 2.1.3.2 Ch ng d ch v tr c truy n 17 2.1.4 18 ng 18 n lo ng 19 ng 19 ng 21 21 2.1.5.2 ng 22 nh ch ng d nh v 26 nh nghi n c u ch ng d ch v tr c n 26 2.1.6.2 30 2.1.6.3 31 2.1.6.4 n t ETAILQ 32 2.1.6.5 Webqual 34 2.1.7 S 35 2.1.8 M i quan h gi a s 2.2 i ch ng d ch v tr c n 35 CH V MUA S GROUPON 36 2.2.1 ch v mua s 36 iv 2.2.1.1 L ch s 36 2.2.1.2 a groupon 37 2.2.1.3 L 39 2.2.1.4 - 2.2.2 c voucher 39 n 41 2.2.2.1 L ch s y Groupon 41 2.2.2.2 S i m 43 2.3 U 44 2.3.1 uc a 2.3.2 u c a Phan Th Ng c Hi u 45 2.3.3 Hongxiu Li 2.4 ng s 44 xu ng ch XU T C 2.4.1 ng d ch v n t 46 47 xu t 47 2.4.2 thi u 49 2.4.2.1 S ti n l i: 49 2.4.2.2 tin c y: 49 2.4.2.3 49 2.4.2.4 S gi 50 2.4.2.5 Thi t k website 50 2.4.2.6 ch 51 2.4.2.7 D ch v 2.4.2.8 Kh 51 ng 52 TN 53 v U 54 3.1 U 54 3.2 55 3.3 57 3.3.1 Thi t k u 58 3.3.2 K t qu 58 3.3.2.1 ti n l i 59 3.3.2.2 tin c y 59 3.3.2.3 60 3.3.2.4 gi 60 3.3.2.5 Thi t k website 61 3.3.2.6 ch 62 3.3.2.7 D ch v 62 3.3.2.8 63 3.4 C 63 3.4.1 Thi t k m u 63 3.4.2 Thi t k b i 64 3.4.3 li u 64 3.4.3.1 tin c 3.4.3.2 65 65 3.4.3.3 i qui TN 66 68 vi K T QU 4.1 M U 69 4.1.1 Gi 4.1.2 U 69 69 tu i 70 4.1.3 Ngh nghi p 71 4.1.4 t 71 4.2 TIN C Y C 72 4.3 76 4.4 KI THUY T 79 4.4.1 79 4.4.2 i quy 4.4.3 Ki i 81 thuy t 85 4.4.3.1 S ti n l i 85 4.4.3.2 tin c y 85 4.4.3.3 85 4.4.3.4 S gi 86 4.4.3.5 Thi t k website 86 4.4.3.6 D ch v 86 TN 87 K T LU 5.1 5.2 M T S 5.3 H N CH T K T QU XU T 88 U 88 XU T 89 U TI P THEO 96 vii U THAM KH O 98 PH L O LU 101 PH L C K T QU TH O LU 105 PH L C B NG KH NG 108 PH L C K T QU NG 113 PH L O LU viii 129 Reliability Statistics Cronbach's Alpha N of Items 865 Item-Total Statistics Scale Mean if Item Scale Variance if Deleted Corrected ItemTotal Correlation Item Deleted Cronbach's Alpha if Item Deleted STL1 13.04 11.785 722 828 STL2 13.14 13.030 630 850 STL3 13.09 12.517 647 847 STL4 13.21 12.776 616 854 STL5 13.10 11.523 824 801 u th Y ut c gi l ch c sau Tin C y Reliability Statistics Cronbach's Alpha N of Items 790 Item-Total Statistics Scale Mean if Item Scale Variance if Deleted Corrected ItemTotal Correlation Item Deleted Cronbach's Alpha if Item Deleted DTC1 9.34 8.149 631 721 DTC2 9.37 8.524 527 773 DTC3 9.42 8.054 670 702 DTC4 9.36 8.200 570 753 u th c gi l ch c sau 115 Y ut Reliability Statistics Cronbach's Alpha N of Items 815 Item-Total Statistics Scale Mean if Item Scale Variance if Deleted Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted TT1 9.13 5.959 569 798 TT2 8.93 5.155 699 736 TT3 9.12 5.792 660 758 TT4 9.37 5.552 619 776 u th c gi l ch c sau Y u t S Gi Reliability Statistics Cronbach's Alpha N of Items 851 Item-Total Statistics Scale Mean if Item Scale Variance if Deleted Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted GG1 9.25 10.232 675 818 GG2 9.32 9.222 675 820 GG3 9.19 9.238 695 810 GG4 9.23 10.166 739 796 u th c gi l ch c sau 116 Y u t Thi t k website Reliability Statistics Cronbach's Alpha N of Items 879 Item-Total Statistics Scale Mean if Item Scale Variance if Deleted Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted TK1 14.68 21.738 700 856 TK2 15.33 21.990 622 869 TK3 15.19 21.129 738 850 TK4 14.76 21.257 748 848 TK5 15.15 21.527 668 862 TK6 15.04 21.488 649 865 u th c gi l Y ut ch c sau ch Reliability Statistics Cronbach's Alpha N of Items 817 Item-Total Statistics Scale Mean if Item Scale Variance if Deleted Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted AT1 12.75 13.156 632 775 AT2 12.69 13.412 537 802 AT3 12.85 13.153 588 787 AT4 12.92 12.884 608 781 117 Reliability Statistics Cronbach's Alpha N of Items AT5 12.86 n u th 12.611 c gi l 678 ch 760 c sau Y u t D ch V Reliability Statistics Cronbach's Alpha N of Items 861 Item-Total Statistics Scale Mean if Item Scale Variance if Deleted Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted DV1 18.05 16.080 654 837 DV2 18.02 15.341 713 826 DV3 18.37 15.522 638 841 DV4 18.67 17.225 536 857 DV5 18.46 16.801 597 847 DV6 18.10 14.752 783 812 u th c gi l ch c sau Y u t ph thu c S Reliability Statistics Cronbach's Alpha 809 N of Items Item-Total Statistics 118 Scale Mean if Item Scale Variance if Deleted Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted SHL1 6.36 4.355 666 733 SHL2 6.32 3.725 633 777 SHL3 6.68 4.255 690 710 u th c gi l ch c sau EFA KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 884 Approx Chi-Square 5.915E3 df 561 Sig .000 Total Variance Explained Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Initial Eigenvalues % of Component Total % of Variance Cumulative % Total Cumulative Variance % % of Total Variance Cumulative % 8.871 26.092 26.092 8.871 26.092 26.092 4.970 14.617 14.617 3.627 10.669 36.761 3.627 10.669 36.761 3.774 11.101 25.719 2.904 8.541 45.301 2.904 8.541 45.301 3.546 10.429 36.148 1.955 5.750 51.051 1.955 5.750 51.051 3.329 9.791 45.939 1.918 5.641 56.692 1.918 5.641 56.692 2.812 8.269 54.208 1.870 5.501 62.193 1.870 5.501 62.193 2.715 7.984 62.193 894 2.629 64.821 863 2.540 67.361 119 803 2.362 69.723 10 738 2.172 71.894 11 708 2.083 73.977 12 656 1.930 75.907 13 606 1.783 77.690 14 572 1.682 79.371 15 545 1.603 80.974 16 529 1.557 82.530 17 506 1.490 84.020 18 482 1.417 85.437 19 472 1.389 86.826 20 439 1.291 88.117 21 418 1.229 89.346 22 370 1.087 90.433 23 365 1.073 91.505 24 349 1.026 92.531 25 328 966 93.497 26 311 915 94.412 27 300 883 95.295 28 286 842 96.137 29 262 771 96.907 30 253 745 97.652 31 236 693 98.345 32 208 613 98.958 120 33 187 551 99.509 34 167 491 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrix a Component DTC3 728 AT5 721 AT4 719 DTC4 713 AT3 704 DTC2 684 AT1 672 AT2 777 DTC1 630 TK3 796 TK5 772 TK4 764 TK1 750 TK2 692 TK6 673 DV6 796 DV2 731 DV5 721 121 DV3 708 DV1 681 DV4 660 STL5 900 STL1 813 STL3 763 STL2 761 STL4 754 GG4 797 GG1 785 GG2 777 GG3 768 TT3 803 TT2 773 TT4 741 TT1 730 122 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 884 Approx Chi-Square 5.915E3 df 561 Ki tin c y c a y u t i p Reliability Statistics Cronbach's Alpha N of Items 891 Item-Total Statistics Scale Scale Mean if Variance if Corrected Cronbach's Item Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted AT1 25.24 48.172 632 880 AT2 25.19 48.247 577 884 AT3 25.35 47.248 658 878 AT4 25.42 46.909 665 877 AT5 25.35 47.017 684 876 DTC1 25.36 47.525 644 879 DTC2 25.38 47.810 596 883 DTC3 25.43 46.816 710 874 DTC4 25.37 46.733 655 878 Th u ki i quy 123 ph thu c KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 712 Approx Chi-Square 346.132 df Sig .000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Compon ent Total % of Variance Cumulative % 2.188 72.942 72.942 451 15.030 87.972 361 12.028 100.000 Extraction Method: Principal Component Analysis Component Matrixa Component SHL3 871 SHL1 858 SHL2 833 Extraction Method: Principal Component Analysis a components extracted 124 Total 2.188 % of Variance 72.942 Cumulative % 72.942 Correlations SHL SHL Pearson Correlation DTC DTC Pearson Correlation TK GG TT STL 641** 620** 571** 495** 431** 205** 000 000 000 000 000 000 338 338 338 338 338 338 338 641** 370** 393** 369** 249** 059 000 000 000 000 277 Sig (2-tailed) N DV Sig (2-tailed) N 338 338 338 620** 370** 408** 350** 368** 233** 000 000 000 000 000 000 338 338 338 338 338 338 338 571** 393** 408** 427** 356** 015 000 000 000 000 000 782 338 338 338 338 338 338 338 495** 369** 350** 427** 276** 013 Sig (2-tailed) 000 000 000 000 000 817 N 338 338 338 338 338 338 338 431** 249** 368** 356** 276** 138* Sig (2-tailed) 000 000 000 000 000 N STL 338 N TT 338 Sig (2-tailed) GG 338 N TK 338 Sig (2-tailed) DV 000 338 338 338 338 338 338 338 205** 059 233** 015 013 138* 000 277 000 782 817 011 Pearson Correlation Pearson Correlation Pearson Correlation Pearson Correlation Pearson Correlation Sig (2-tailed) 125 011 N 338 338 338 338 338 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) i quy Variables Entered/Removedb Variables Model Variables Entered Removed Method STL, GG, TT, Enter DTC, DV, TKa a All requested variables entered b Dependent Variable: SHL Model Summaryb Std Error of the Model R R Square 818a Adjusted R Square 668 Estimate 662 Durbin-Watson 56283 1.844 a Predictors: (Constant), STL, GG, TT, DTC, DV, TK b Dependent Variable: SHL ANOVAb Model Sum of Squares Regression 211.352 df Mean Square F 35.225 Residual 104.854 331 317 Total 316.205 337 a Predictors: (Constant), STL, GG, TT, DTC, DV, TK b Dependent Variable: SHL Coefficientsa 126 111.198 Sig .000a 338 338 Unstandardized Coefficients Standardized Coefficients Std Error Beta Collinearity Statistics Model B t Sig Tolerance VIF (Constant) -1.229 195 STL 108 037 096 2.933 004 929 1.077 DTC 417 041 368 10.137 000 760 1.316 TT 135 045 107 3.016 003 798 1.253 GG 132 035 138 3.760 000 742 1.348 TK 222 041 210 5.468 000 678 1.475 DV 354 047 288 7.530 000 686 1.457 -6.308 000 a Dependent Variable: SHL 127 128 PH L C O LU Th Th Tuy t Nhung H ng Hu nh Th Nga o Th ng c Thu n Kim H ng 10 Nguy nh 11 Nguy n H i Y n 12 Nguy n Mai Linh 13 Nguy n Mai Trang 14 Nguy n Thanh Hi u 15 Nguy n Th Ng c Linh 16 Nguy ng 17 Phan Th H u 18 Tr n Tu 19 Tr nh Th 20 c Thu Hi n 21 129

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