B GIÁO DC VÀ ÀO TO I HC À NNG NGUYN TH PHƯƠNG LINH NGHIÊN C U NH H NG C A CÁC Y UT TRONG BANNER QUNG CÁO TR ﾤ C TUY N N THÁI C A KHÁCH DU LCH TI CÔNG TY L HÀNH VITOURS LUN VĂN THC SĨ QUN TR KINH DOANH N ﾤ ng - Năm 2014 B GIÁO DC VÀ ÀO TO I HC À NNG NGUYN TH PHƯƠNG LINH NGHIÊN C U NH H NG C A CÁC Y UT TRONG BANNER QUNG CÁO TR ﾤ C TUY N N THÁI C A KHÁCH DU LCH TI CÔNG TY L HÀNH VITOURS Chuyên ngành: Qun tr kinh doanh Mã s: 60.34.05 LUN VĂN THC SĨ QUN TR KINH DOANH Ng i h ng dn khoa h-c: TS NG TH LIÊN HÀ N ﾤ ng - Năm 2014 LI CAM OAN Tôi cam oan ây cơng trình nghiên cu ca riêng tơi Các s liu, kt qu nêu lun văn trung thc chưa c công b b t kỳ cơng trình khác Tác gi lun văn Nguy n Th Phương Linh KHÁM PHÁ EFA Ph+n tích nhân t khám phá EFA thang *o thái *< *i vi qung cáo KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig .695 194.357 000 Communalities Extractio Initial n Aads1 1.000 629 Aads2 Aads3 Aads4 1.000 1.000 1.000 480 362 580 Extraction Method: Principal Component Analysis Total Variance Explained Extraction Sums of Squared Loadings Initial Eigenvalues Comp % of Cumulative Variance % onent Total 2.051 860 51.285 21.498 51.285 72.783 586 502 14.662 12.555 87.445 100.000 Extraction Method: Principal Component Analysis % of Total 2.051 Variance 51.285 Cumulative % 51.285 Component Matrix a Component Aads1 Aads4 Aads2 793 761 693 Aads3 602 Extraction Method: Principal Component Analysis a components extracted Ph+n tích nhân t khám phá EFA thang *o y(u t banner QCTT KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig Communalities Initial Extraction I1 I2 1.000 1.000 688 853 I3 I4 1.000 1.000 741 611 T1 T2 1.000 1.000 464 612 T3 T4 1.000 1.000 712 597 A1 A2 1.000 1.000 404 644 A3 1.000 639 712 3.087E3 253 000 A4 S1 1.000 1.000 430 565 S2 S3 1.000 1.000 674 449 S4 P1 1.000 1.000 578 844 P2 P3 1.000 1.000 833 806 In1 In2 1.000 1.000 698 735 In3 In4 1.000 1.000 702 602 Extraction Method: Principal Component Analysis Total Variance Explained Initial Eigenvalues Compo % of Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Cumulative % % of Total Variance Cumulative % % of Total Variance Cumulative nent Total Variance % 5.260 22.870 22.870 5.260 22.870 22.870 2.872 12.487 12.487 2.628 11.426 34.297 2.628 11.426 34.297 2.802 12.181 24.668 2.332 10.140 44.437 2.332 10.140 44.437 2.712 11.793 36.462 1.806 7.853 52.290 1.806 7.853 52.290 2.278 9.904 46.366 1.499 6.517 58.808 1.499 6.517 58.808 2.112 9.181 55.546 1.353 5.883 64.690 1.353 5.883 64.690 2.103 9.144 64.690 959 4.172 68.862 890 3.867 72.729 814 3.540 76.269 10 746 3.244 79.513 11 652 2.834 82.347 12 585 2.542 84.889 13 554 2.407 87.296 14 453 1.970 89.267 15 409 1.777 91.043 16 382 1.661 92.704 17 355 1.544 94.248 18 323 1.402 95.651 19 298 1.297 96.948 20 240 1.044 97.991 21 202 878 98.869 22 160 696 99.565 23 100 435 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrix P1 893 P2 P3 873 834 In2 In1 826 822 In3 In4 817 720 Component I2 I1 845 776 I3 I4 750 531 T1 S2 782 S1 S4 723 656 S3 A2 557 a 789 A3 A4 787 619 A1 613 T3 806 T2 T4 751 719 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Rotated Component Matrix I2 846 I3 I1 789 789 I4 P1 601 P2 P3 Component a 893 864 829 In2 In3 854 825 In1 In4 820 690 S2 S1 774 752 S4 S3 667 562 A2 A3 790 787 A4 A1 618 615 T3 T2 811 759 T4 733 Rotated Component Matrix Component I2 846 I3 I1 789 789 I4 P1 601 P2 P3 a 893 864 829 In2 In3 854 825 In1 In4 820 690 S2 S1 S4 S3 A2 774 752 667 562 790 A3 A4 787 618 A1 T3 615 T2 T4 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations .811 759 733 C2 ÁNH GIÁ TIN CY CRONBACH’S ALPHA Thang *o y(u t banner QCTT Y(u t hình nh Reliability Statistics Cronbach's Alpha N of Items 851 Item Statistics Std Deviation Mean N I1 I2 3.33 3.09 1.089 1.042 300 300 I3 I4 3.01 2.59 1.017 1.051 300 300 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted I1 I2 8.69 8.93 7.439 6.768 599 798 850 763 I3 I4 9.01 9.43 7.094 7.470 749 627 786 837 Scale Statistics Varianc Mean e 12.02 Std Deviation 12.180 Y(u t v trí Reliability Statistics Cronbach's Alpha N of Items 3.490 N of Items Reliability Statistics Cronbach's Alpha N of Items 900 Item Statistics Std Deviation Mean N P1 3.58 1.062 300 P2 P3 3.28 3.66 1.012 942 300 300 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted P1 6.94 3.287 826 837 P2 P3 7.24 6.86 3.534 3.813 797 787 860 871 Scale Statistics Varianc Mean e 10.52 Std Deviation 7.595 N of Items 2.756 Y(u t s5 tương tác Reliability Statistics Cronbach's Alpha 809 N of Items Item Statistics Mean Std Deviation N In1 In2 3.52 3.44 715 713 300 300 In3 In4 3.29 2.97 767 1.074 300 300 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted In1 9.70 4.465 675 744 In2 9.78 In3 In4 9.93 10.25 4.406 4.360 3.559 702 646 568 733 753 823 Y(u t s5 tương tác sau lo2i bi(n Reliability Statistics Cronbach's Alpha N of Items 823 Item Statistics Mean Std Deviation N In1 3.52 715 300 In2 In3 3.44 3.29 713 767 300 300 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted In1 6.73 1.803 648 784 In2 In3 6.81 6.96 1.700 1.664 727 661 707 775 Scale Statistics Varianc Mean e 10.25 Std Deviation 3.559 N of Items 1.887 Y(u t kích th c Reliability Statistics Cronbach's Alpha N of Items 698 Item Statistics Std Deviation Mean N S1 S2 3.59 3.54 619 781 300 300 S3 S4 3.47 2.66 742 711 300 300 Item-Total Statistics Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Item Deleted Item Deleted Correlation Deleted S1 S2 9.67 9.72 2.931 2.430 468 520 647 611 S3 S4 9.79 10.60 2.675 2.629 445 508 659 619 Scale Statistics Varianc Mean e 13.26 4.307 Std Deviation 2.075 N of Items Y(u t hi-u 3ng *