sach la vd cimg cap thiet va ngay cang tang cao Da ed nhieu nghien ciru ve thue pham sach nhu nghien ciru vg y dinh sii dung thuc pham rau an toan, nghien ciiu ve hanh vi mua thuc pham a
Trang 1DO Ll/OfNG CAC NHAN T 6 ANH HlTdNG T 6 I Y DINH
HANH VI MUA T H U C P H A M SACH CUA CAC HO GIA DINH
SONG 0 CAC CHUNG CU^ TAI THANH P H 6 HA NOI
Dam Van Khanh Tom tat
NghiSn cuu ndy tap trung phdn tich nhimg yiu td tac dong din y dinh hanh vi tieu dung thuc phdm sach cua cdc ho gia dinh sdng & cdc chung cu tgi Hd N6i Ly thuyit vi hdnh vi hoach dmh (TPB) duac sie dung ddng thai v&i phucmg phdp phdn tich do tm cay Cronbachs Alpha, phdn tich nhdn td khdm phd (EFA) vdphdn tich hdi quy bdi, ven phuang ti&n SPSS 20.0 Viec kiim dinh duac thuc hien ddi v&i 368 mdu trong nghien cuu Kit qud cho thdy cdc yiu td thai do, su quan tdm t&i sue khoe, chdt lucmg vd su
an todn cua thuc phdm sgch, chudn muc chu quan, gid tde dong din y dmh hdnh vi mua thuc phdm sgch cua ngu&i tieu diing; trong do su quan tdm tin sue khoe, chdt luong vd su an todn co tde ddng l&n nhdt din y dinh hdnh vi mua Yiu td gid co tac dong it hon Kit qud cua nghien euu sS cung cdp eho eac doanh nghiep sdn xudt vd kmh doanh thuc phdm sgch nhitng thdng Un hiru ich vi cdc nhdn td tde ddng tin ^ dinh hdnh vi cua ngu&i tieu diing khi mua thuc phdm sach, tu do cdc doanh nghiip ndy se phdt trien cdc chiSn luac marketing hiiu qud de bdn hdng dat doanh sd cao
Tu khoa: Y dinh hdnh vi, Thuc phdm sach, Ly thuyit vi hdnh vi hoach dinh, cdc ho sdng & chung cu
FACTORS AFFECTING THE BEHAVIORAL INTENTION OF COSUMING FRESH FOOD OF APARTMENT HOUSEHOLDS IN HANOI
Abstract
This study focuses on analyzing the factors that influence the behavioral intention so as to consume fresh food of households living in apartments m Hanoi The theory of planning behavior (TPB) is uulised simultaneously with Cronbachs Alpha reliability analysis method, exploratory factor analysis (EFA) and mulhple regression analysis, using SPSS 20.0 Testing was performed on 368 observanons in the study The results show that factors such as attitudes, attention to health, quality and safety of fresh food, subjective standards, and prices influence consumers' intention to buy fresh food Particularly, attenuon to health, quality and safety have the greatest impacts on purchasing intention The price factor has fewer impacts The results of the study will provide fresh food production and trading companies with useful information about the factors that influence consumer's intentions when buying fresh food As a result, they will develop effective marketing strategies so as to achieve high sales
Keywords: Behavioral intention, fresh food, theory of planning behavior (TPB), apartment households
JEL classification: D; D12; D18; D2
1 Dat van de loai nang, thudc bao ve thuc vat, hda chat ddc
Thuc pham cung cap nguon dinh dudng hai, hda chat bao quan Mdi nguy hai ve mdi eiing nhu sice khde eho moi chimg ta Tuy nhien, trudng nhu d nhigm vg khdng khi Day la cac tac khi su dung thuc pham, chiing ta phai doi mat nhan hang dau gay ra cac bgnh ly nguy hiem nhu vdi cac mdi nguy hiem vg sue khde Dd la cac tigu dudng, tim mach, ung thu [1] Thuc pham moi nguy ve sinh hpc (vi khuan, vi nit ,) gay ra an toan hay thuc pham sach giiip giam tbieu cac cac benh tmyen qua thuc phim, anh hudng mdi nguy hai ndi tren Hign nay tai thanh pho Ha nghigm trong dgn siie khoe eon ngudi, nhu rieu ndi sd luang eac chung eu phat trien rat nhanh, chay, viem gan,,,.ngoai ra cdn gay anh hudng nhUng hd gia dinh sdng d cac can ho chung cu den chat luong san pham: Gay thoi, nhun, suy dgu tiiudng mua thuc phlm hang ngay va cac giam hoac bien doi chat luang thuc p h ^ , td dd nhu yeu pham d cac sieu tiii cd uy tin ngay canh gay nhiem ddc hoac tao ra cac nguyen nhan gay khu do thi hoac cae cua hang tien dung ngay
Trang 2sach la vd cimg cap thiet va ngay cang tang cao
Da ed nhieu nghien ciru ve thue pham sach nhu
nghien ciru vg y dinh sii dung thuc pham rau an
toan, nghien ciiu ve hanh vi mua thuc pham an
toan, nghign ciru vg hanh vi su dung san pham
ndng nghiep hiiu ca trong ^'a ngoai nudc Tu>'
\ay vigc tigu thu thue pham sach ddi khi cdn gap
nhigu khd khan, De thuc day vigc nang cao
doanh sd ban hang cho san pham la thuc pham
sach cung nhu khu>en cao ngudi tigu diing, vigc
nghign ciiu < djnh hanh vi mua thuc pham sach
la mdt dieu can thigt,
2 Cff Sff ly thuyet va mo hinh nghien ciiii
2.1 Mgt sd khdi niem chung
* Thuc phdm sack:
La thuc pham khdng chira chat ban \a cd
nguy CO gay bai cbo sire khde cua con ngudi
nliu: Chat hda hoc ddc bai tir thudc trd sau, cac
ion kim loai nang, cac ngudn d nhiem ca hpe nhu
phan ha\" nudc ban, cae vi sinh vat hay don gian
la bui ban tir mdi trudng nhiem vao thue pham
trong toan bd ehudi san xnaat va cung irng thue
phamfl] Thuc pham sach bao gdm thuc pham
khdng d nhiem, thuc pham smh thai va thuc
pham huu ca Theo Zhang va cdng su, (2002)
thuc pham sinh thai thai cdn goi la thue pham
xanh, la san pham thuc pham duac san xuat
trong digu kien sinh thai la thuc pham khdng d
nhigni, tuan thii cac qu>" dinh ciia co quan chuyen
mdn cd tham quygn [2], Ddi vdi thuc pham hiru
CO theo Nghi dinh 109/2018/ND-CP ngay
29/8/2018 cua Thii tudng Chinh phii dd la La san
pham san xuat theo nguygn ly ndng nghiep huu
CO, dupe san xuat va chg bign theo qm" trinh ciia
san pham hiru co, dupc co quan cd tham qu^'cn
eua td chire ndng nghiep huu co xac nhan va cap
chiing chi [3]
* Y dinh mua:
Y dinh: La mpt ygu td dimg de danh gia kha
nang thuc hien hanh vi trong tuang lai [4] Theo
Ajzen (1991), y dinh la mdt yen td tao ddng luc,
nd thuc day mdt ca nhan san sang thuc hien hanh
vi [4 tr 181] Y dinh mua: La su san sang cua
khach hang trong viec mua san pham ( Elbeck,
2008) [13]
2.2 Tdng quan vi md hinh do lu&ng cdc yeu to tac dgng tdi hanh vi tiiu diing thuc pham sach
Thuygt hanh vi hoach dinh iTlieory of Planned Behavior - TPB), (Ajzen 1991) la
su phat trign cai tign ciia tiiu\ct hanli ddng hap
ly (TRA) (Ajzen va Fishbein, 1975) [5, 6], Theo Ajzen su ra ddi cua tiiu>et hanh W hoach dinh TPB xuat phat tti gidi han eua hanh vi ma con ngudi cd it su kiem soat dii ddng co cua doi tupng la rit cao tir thai dd va tieu chuan chd quan nliung trong mdt sd trudng hop ho van khdng thuc hien hanh vi vi cd cac tac dpng ciia digu kien ben ngoai len y dinh hanh vi Ly tiiuygt nay
da duoc Ajzen bd sung tir nam 1991 bang vigc de
ra tiiem \gu to kigm soat hanh vi nhan thirc (Perceived Behavioral Control) Nhan tiiiic kigm soat hanh vi phan anh viec de dang hay khd khan chi thuc hien hanh vi va viec thuc hien hanh vi
dd cd bi kigm soat hay han chg hay khdng [4] (Ajzen, 1991, tr,I83) Theo md hinh TPB, dpng
CO hay y dinh la nhan td thiic day eo ban cua banli VI tieu dimg ciia ngudi tieu diing Ddng co haj- y dinh bi dan dat bdi ba tien td co ban la thai
do, chuan chu quan va kiem soat hanh vi nhan thiic [5] Hansen va cdng su (2004) da kigm dinh
ca hai md hinh TRA va TPB, ket qua cho thay
md hinli TPB giai thich hanh vi ciia khach hang tdt hon md hinh TRA [7]
Nghign cuu ciia Nguyen Phong Tuan (2011) dupc thuc hien tai thanh phd Ha ndi va thanh phd
Hd Chi Minh da chi ra anh hudng cua cac nhan
td thai dp vdi mdi trudng, nhan thiic vg gia tri, su quan tam tdi sue khde, hieu biet ve tiiuc pham an toan va chuan muc chii quan cd quan he rd rang vdi y dinh mua thuc pham an toan cua ngudi tieu dung [8],
Nghign cuu cua Nguygn Thanh Huong (2012) duoc tiiuc hien tai TP HCM cho tiiay cac nhan td chu yeu anh hudng d6n y dinh mua rau
an toan ciia ngudi tigu dimg la gia ca cua san pham va niem rin vao san phim [9]
Nghign ciiu cua Anssi Tarkiainen va Sanna Sundqvist (2005) chi ra y dinh mua thuc phSm an toan cd the du doan bSng thai dp cua ngudi tigu diing va thai dd ciia ngudi tigu diing phu thudc
Trang 3Nghien cim cua Dickieson va cdng su
(2009) cho rang, hanh vi mua cac sSn pham thuc
pham ciia ngudi tigu dimg tai Anh bj anh hudng
bdi cac nhan td nhu su quan tam tdi sire khde,
chat luong cam nhan, tin tudng vao nhan hieu va
sir quan tam tdi an toan thyc pham deu cd anh
hudng thuan chieu tdi y dinh mua cua ngudi tigu
diing, yeu to gia la yeu td can ngudi tieu dung
mua san pham [11]
Nghien ciiu cua Pittawat Ueasangkomsate
and Salinee Santiteerakul (2016) tai Thai Lan chi
ra mdi quan hg giiia cac yeu td siic khde, ngudn
gdc san xuat thuc pham sach, mdi trudng, su an
toan ciia thuc pham cd Anh hudng tich cue tdi
thai dp hanh vi mua ciia ngudi tieu diing [12]
2.3 Mo hinh nghien ciru va gid thuyet nghien
c^u
Thdi dd ciia nguin tieu diing doi voi ihuc
phdm sach: Thai dp bao gid ciing hudng den mdt
doi tupng cu the, vi du nhu vdi mot nhan hieu vg
thue pham nao do, mdt cira hang rau sach cd uy
tin, mpt quang eao Khi quygt dinh mua mpt san
pham, thi ngudi tigu dimg thudng chpn cai ma
minh ua thieh hon ea Thai dp ddi vdi san pham
la cam xiic ciia ngudi tigu dimg ddi vdi san pham
va nhirng loi ich ma san pham dd mang lai cho
ca nhan ngudi tigu dimg
HI duac di xudt Thdi do cUa ngu&i tieu
diing ddi V&I thue phdm sgch e& tde dong lieh
cue tin y dmh mua thuc phdm sach ciia nguai
Ueu diing
Su quan tdm t&i siec khde: Ngudi tigu dimg
luon quan tam tdi siic khde, bdi vay nhung dd an
thirc uong hang ngay ma hp dimg deu phai sach
se va nhat la d vimg thanh phd, san pham rau thit
khi mua deu phai ed ngudn gdc xuat xii rd rang
Moi quan tam vg siic khde la ly do de ngudi tieu
dimg mua thuc phim sach
H2 duae de xudt Su quan tdm t&i siec khoe
CO lac ddng tich cue tin y dinh mua thuc phdm
Nhdn thiec ve chdt luang vd su an todn
Ngudi tieu dimg se ludn cam thiy >'en tam va an tdan khi sir dung thyc pham tuoi, sach, ed nguon gdc xuat xii rd rang Khdng mua cac sin pham khdng rd ngudn gdc xuat xii, khdng vi ham re ma mua hang, ygu eau ngudi ban hang dam bao an toan thue pham Williams va Hammitt (2001) phat hien ra rang ngudi rigu dimg tm rang san pham rau hiru co cd it nil ro hon cho ngudi tigu diing so vdi cae san pham thdng thudng [14]
B&i vdy H3 duac de xudt: Nhdn thitc ve chdt luang vd su an todn cua cdc thuc phdm sgch eo dnh huong tich cue tai y dinh mua thuc phdm sgch cita ngucn tieu dung
Chudn muc chu quan- Theo Ajzen (1991):
Chuan myc chii quan la nhan thiic ciia con ngudi
vg vigc phai ling xir thg nao cho phii hpp vdi ygu cau cua xa hdi [4] Chuan muc chii quan cd the duoc md ta la nhan thiic eua ca nhan ve cac ap lyc cua xa hdi ddi vdi viee thyc hien hay khdng thyc hien mdt banh vi Ddi vdi y dinh mua thye pham sach, ngudi tieu dimg chiu anh hudng cua ngudi than trong gia dinh hay ban be hoac la nhdm tham khao eua ho
Do do H4 duac di xudi: Chudn muc chu quan CO dnh hu&ng tich cue ten y dinh mua thuc phdm sgch cua ngucn tieu diing
Gid cd cua thuc phdm sgch Gia la luang
tien phai tra cho mdt san pham hay dich vu nao
dd Gia la mdt ygu td cd anh hudng tdi ngudi tieu dimg khi mua thuc pham sach, ngudi tigu dimg thudng quan tam tdi gia ciia thyc pham sach ma
ho mua Dat hoac re hay miic gia cd the chap nhan dupe
H5 duac di xudt: Gid thuc phdm sach co ide ddng tieh cue t&i y dinh mua thue phdm sach ciia ngu&i tieu diing
Tii' tong quan ly thuyet tac gia de xuat md hinh nghien cuu nhu sau:
Trang 4Thai dp
Chuan muc chu quan
Hinh 1 • Mo hinh
3 Phirffng phap nghien cihi
3.1 Nghiin cira dinh tinh
De tien hanh nghien ciru dinh tinh tac gia da
tien hanh kigm tra, sang Ipc va xac dinh mdi
quan hg giira cac bien trong md hinh ly thuyet,
tren co sd dd dg xuat md hinh nghign cim, Han
niia, nghien ciiu djnh tinh edn nham hieu chinh
va phat trien eac thang do ke thira tir eac nghign
ciiu trudc day sao cho phii hop vdi bdi canh
nghien eiiu De dat dupe cac muc tieu trgn, tac
gia da thuc hien cac cupc phdng van sau theo
phuong phap phdng van ban cau triic vdi nhirng
khach hang mua thyc pham sach tai cac sieu thi
ngay dudi cac chung cu Ket qua cho thay bgn
canh cac bign nhu thai dp cua ngudi tieu dimg,
chuan muc chii quan nhu ly thuygt TPP thi y
dinh mua thuc pham sach cdn bi anh hudng bdi
eac bien nhu: Su quan tam tdi siie khde, chat
lupng va su an toan, gia ciia thuc pham sach
3.2 Nghiin cieu dinh luang
3.2.1 Thang do vd mdu nghien cini
Cac thang do dupc xay dung va phat tnen
tir CO sd ly thuyet va mo hinh nghien cuu Cae
thang do nay duoc dich sang tieng Viet tu
nhirng thang do da duoc sii dung riong eac
nghign ciiu duoc cdng bd trudc do Thang do
duoc su dung trong nghien eiiu la thang do
Likeri vdi 5 mirc dp phd bien- Rat ddng y, ddng
nghien ciru de xudt
Ngudn: Tac gid de xudt
y Cac bign va cau hdi khao sat dua tren eac nghien eiiu vg y dinh hanh vi cita cac tac gia sau: Azjen, I (1991) [5] Nguyen, Phong Tuan (2011) [8] Le, Thuy Huong (2014) [15], va eac nghien ciiu khac cimg vdi nhirng gpi y ve thang do cua cac chuyen gia Trong thdi gian thang 6/2019 dgn thang 10 nam 2019, tac gia da lya chpn Khu
do thi My Dinh thuoc quan Nam Tir Liem thanh phd Ha Ndi, dac trung ciia khu vuc nay la cd ca
to hop khu chung cu cao cap nhu Vinhomes Gardenia danh cho cac hd gia dinh cd thu nhap cao va ed ca td hpp khu chung eu dugc xay dung tir dau nhiing nam 2007 dgn nam 2013 danh cho nhiing hd gia dinh cd thu nhap trung binh va thap, Cach thiic lay mau dupc thyc hien thdng qua phucmg phap lay mau tien lai (Convenience sampling) tai cac sigu tbi dudi cac tda nha chung
cu hoac eac sigu thi tien Ipi canh dd So ban hdi
phat ra 420 bang can hdi, thu vk 385 bang cau
hdi, cd 368 phieu hop le vdi t>- lg hpp Ig de sir dung phan tieh dat 87,6%
3.2.2 Phucmg phdp phdn tieh dUJieu
Phuong phap phan tich du lieu dupe diuc hien, bao gdm: Phuong phap thdng kg md ta, phan tich nlian td kham pha, kiem dinh thang do (Cronbach's Alpha), he so Pearson dupc sii dung
de phan tich moi tirong quan giua eac bien dinh
luong, phan tich hdi oyxy - kiem dinh cae gia thuyet
Trang 54 K8t qua nghien ciiii va thao luSn 4.1 Thdng ki mo ta mau theo biin kiim sodt
Bang 1: Ddc diem mdu nghien ciru (n = 368)
Dac ai6m* So lu-ffng Ti le %
Gidi tinh
Dp tuoi
Trinh dp hpc van
Thu nhap
Nam
Nir
18 den 25
26 den 36
36 den 46
Hon 46
Tot nghiep cao dang/trung hpc
Tdt nghiep dai hpc
Tdt nghiep sau dai hoc
Khac
< 5.000,000 ddng 5000,000 den 10,000,000 ddng
>I0,000.000ddng
97
271
86
92
115
75
74
219
15
60
154
181
33
26,4 73,6 23,4 25,0 31,2 20,4 20,1 59,5 4,1 16,3 41,8 49,2 9,0
4.2 Xdc dinh sd lugng cdc nhdn to dnh hu&ng
Kgt qua phan tich nhan td cho tiiay ehi so
KMO la 0,782 > 0,5 digu nay chiing td du lieu
dimg de phan tieh nhan td la hoan toan thich hop
Ket qua kiem dinh Bariett:'s la 10546,447 vdi
miic y nghia (p_value) sig = 0,000 < 0,05, nhu
vay cac bien cd tuong quan vdi nhau va thda
Nguon: Tac gid dieu Ira va phdn lich, 2019
dieu kien phan tich nhan td Ngoai ra, 19 bien quan sat hdi tu vao 5 nhan td (dimg theo md hmh
ly thuyet) cd gia tn Eigenvalue Idn hon 1 va giai thich 63,426% sy bien thien ciia dii ligu Gia tii hdi tu nhan td cua cae bien quan sat dgu ldn hon 0,5 Do dd, tat ca cac bien dgu duoc giii' lai trong
md hinh
Bang 2: Kit qud phdn tich nhdn to eho 5 bien ddc lap
Nhan to Chuanmueehuquan2
Chuanmucehuquan4
Chuarunucehuquan 1
Chuanmueehuquan3
Suquantamsuckhoe 1
Suquantamsuckhoe4
SuquantamsuckhoeS
Suquantamsuckhoe2
Thaidol
Thaido3
Thaido4
Thaido2
Giai
Gia3
Gia2
Chatluong & suan toan4
Chatiuong & suan toan 1
Chatluong & suan toanS
Chatluong & suan toan2
1
,787 ,772 ,732 ,692 ,754 ,742 ,735 ,581 ,777 ,737 ,671 .598 ,798 ,763 ,721 ,763 ,687 ,613 ,554
Trang 6Bdng 3: Ket qud hem dinh do tin cdy thang do
quan sat
H e s Cronbach's Alpha
Hes6tu'omgc an Bign tdng nho nhat Thai do
Sir quan tam tai Sue khoe
Chat luong & su an toan
Chuan muc chu quan
Gia
Y dinh mua
4
4
4
4
3
3
0,780 0.832 0,786 0,752 0.809 0,794
0.588 0.633 0,657 0,517 0,475 0,531
Ngudn Tac gid long hcrp tiekil qud xie ly Iren pluin mem SPSS 20.0
4.3 Kiim dinh dd tin cay cua thang do
Ket qua d bang 3 cho thay kgt qua thu duac
tir dp tin cay Cronbach's Alpha deu ldn hon 0,7
va he sd tuong quan bien tdng deu ldn ban 0,3;
diSu dd cho thay thang do cac khai mem deu dam
bao ygu cau ve dp tin ca\"
4.4 Ph&n tich tucmg quan
De kiem dinh moi tuong quan giua cac bign, tac gia da sir dung kgt qua pban tich bang ma tran Pearson, kgt qua cho thi>' mdi quan he giiia bign phu thudc vdi cac bign ddc lap dgu cd tuong quan vdi nhau tai muc y nghia thdng ke 0,01 Do vay cac bien dpc lap dua vao phan tich hdi quy
la phu hap (Ket qua d Bang 4)
Bdng 4: Ma trgn lucmg quan giira cdc thang do trong md hinh (N = 368)
TL -• J- -• ' Chat lirffng Chuan mu-c Thai do tam sire „ : , , , , & sir an toan chu quan Gia Y dinh mua Thai dp
Su quan tam Sire khoe
Chat luong & su an toan
Chuau muc chu quan
Gia
Y dinh mua
1 ,534"
,567"
,472"
,505"
.563"
1 ,552"
,443"
,582"
,585"
1 ,485"
,525"
,574"
1 ,472"
,485"
1 .487"
' CoiTelalion is sigmficani al the 0,01 level (2-lailed)
Ngudn Tac gid long hgp tie ket qua xie Iy Iren phdn mem SPSS 20.0
? 5: Bdo cdo long quat ve md hinh hdi quy
Std Change Statistics
Ad usted — —
„ R ' Error of R
Durbin-R ^ Durbin-R F Sig.F Square the Square dfl df2 Watson Square Change
dimensionO I 722^ 522
Estimate Change .515 53689 522 79.225
Change
363 000 1 f
a Predictors: (Conslanl) TD, SK, SATdCL CMCO GIA
b Dependeni Variable: TDM
Nguon Tac gid long hop lie kel qud xir ly Iren pfidn mini SPSS 20 0
4.5 Ddnh gid su phii hap cua md hinh hdi quv
tuyin tinh boi
Gia tri R- hieu chmh cua md hinh hoi quv
md hinh giai thich duoc 52,2 % sy thay ddi ciia
bien phu thude
Trang 7M o d e l S u m 0
Bdng 6
S q u a r e s
Kiim dmh ANOVA
A N O V A "
df M e a n S q u a r e F Sig,
Regression
Residual
Total
114,184
104 6 3 6
2 1 8 8 2 0
2 2 8 3 7 288
a Predictors (Conslanl) TD, SK, SAT&CL CMCO, GIA
b Dependeni I 'ariable: YDM
Nguon: Tac gid tdng bap tie kit qud xie ly Iren phdn mem SPSS 20 0
Kgt qua cho thay gia tn kiem dinh F ^
79,225 vdi mirc y nghia Sig - 0,000 < 0,05
Digu nay chimg td rang md hinh hdi quy xay
dung phii hop vdi bp du lieu thu thap dupc,
Ket qua phan tich cho hg sd phdng dai
phuang sai VIF cua cac bien ddc lap deu be
han 2 (tij 1,225 den 1,682); he sd Durbin Watson dimg dg kiem dinh tuong quan chudi bac nhat cho thay md hinh khdng vi pham khi sir dung phuong phap hdi quy bdi vi gia tri dat duac la 1,820 (gan bang 2) do dd cd the ket luan khdng
cd hien tu'png da cdng tuyen
Bdng 7 Kel qud hoi quy
Hg so chu'a
chuan hoa
He so chuan hoa Std
Error
Gia tri ( T ) Mircy NghTa (Sig.)
Thong ke da cong tuyen Dung sai VIF Hang so
Thai dp
Su quan tam Sue k h o e
Chat lupng & su an toan
Chuan m u c chii quan
Gia
Bien phu Ibuoc Y dinh mua
,008 ,274
,610
,467
,075 ,037
Ngu
,193
,040
,056
,054
,044 ,058
,268
,395
,372
,077 ,030
on Tac gia long hap
,044
6,527
8,914
8,287
1,720 ,634
tit liet qua)
,025
0,042
,000
,000
,016 ,026
ir ly trei
0,816
,549
,663
,656 ,595
phdnmem
1,225
1,822
1,519
1,524 1.682
SPSS 20.0
4.6 Kit qua hoi quy
Kgt qua phan tich hdi quy cho thay ca nam
bign doc lap gdm "Thai dp", ''Sy quan tam Siic
khoe", "Chat lupng & su an toan", "Chuan myc
chii quan" va "Gia" cd he sd Beta chuan hda lan
luat la 0,395; 0,372; 0,268 0,077 va 0,030 vdi
miic y nghTa (Sig.) nhd hon 0,05, Nhu vay, cac
gia thuyet HI, H2, H3, H4 va H5 deu dupc chap
nhan he sd Beta chuan hda deu >0 cho thay cac
bign ddc lap tae ddng ddng bien vdj y dinh
mua,Tu: ket qua ciia kiem dinh gia thuygt, nit ra
md hinh hdi quy:
Y dinh mua - 0,268 Thai dd + 0,359 Sue
khde + 0,372 Chit luang va su an toan + QS^ll
Chuan myc chu quan + 0,030 Gia Kgt qua md hinh hdi quy cbo tha>' ygu td anh hudng Idn nliat dgn y dinh mua thuc pham
sach la sy quan tam siic khde (p = 0,395); rigp
theo la yeu to chat lupng & sy an toan ciia thyc pham sach (p = 0,372); yen td thai dd (p ^ 0,268); yeu td chuan muc chii quan (P ^ 0,077); yeu td gia (P= 0,030) Ket qua trgn cho thay ngudi tigu dung rat quan tam tdi siic khde cua ban than, quan tam tdi chit luong va sy an toan cua thuc pham sach cdn ygu td gia va ygu td
Trang 85 Ket luan va cac khuyen nghi nghiep nay se phat trien cac chien \uoc narketmg
Kgt qua cho tha\ 3'eu td su quan tam tdi sire hieu qua dg ban hang dat doanh sd cau
khde chat luong va su an toan cua tiiuc pham Ket qua nghien ciru na>' cung ciong gdp vao
sach, thai dp eua ngudi tieu dimg anh hudng Idn he thdng Iv thuyet ve danh gia > djnh hanh vi dgn y dinh mua dure pham sach, dieu nay khu>en mua cua ngudi tigu dimg trong viec nang cao y cao tdi cac doanh nghiep san ?aiat \'a kinh doanh thiie an toan vg thuc pham Da\ se la mpt co sd thuc pham sach can tang cudng khau quang cao dg cac nha nghign ciiu tham khao cho cac nghign
va tru>"gn thdng, tang cudng tu van vg dinh duong cuu tiep theo Tu>- va>^ nghign ciru van cdn mot
va cd Ipi cho siic khde khi su dung thyc pham sd ban chg nhat dinh Dd la tac gia mdi khao sat
sach Ygu td gia la >gu td anh hudng it dgn y dinh ngudi tieu diing sdng d cac chung cu va dia digm mua thyc pbam sach, dieu do cho thay gia thuc khao sat la cac sieu thi ngay sat chung cu, bdi phSm sach ban d cac sigu thi tu>- cao hon d cha vay tinb bao phu cdn thap Hon niia van cdn nhung ngudi tigu dimg d tai cac chung cu van nhieu \-eu td anh huong den y dinh mua thyc chap nhan duoc Ket qua cua nghign ciru se cung pham sach nhu: Gia tn cam nhan sau khi mua, su cap cho cac doanh nghigp san xuat ^a kinh doanh quan tam tdi mdi trudng, niem tin cua ngudi tieu thuc pham sach nhiing thdng tin huu ich vg cac dimg ddi ^'di cae thyc pham sach dupc ban tai nhan td tac ddng tdi y dinh hanh \'i ciia ngudi tieu eac sieu thi, do ciing la budng nghign ciiu tiep dung khi mua tiiuc pham sach tir dd cac doanli theo cho nliimg nha nghign ciru khac
TAI LIEU THAM KHAO
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cua Vien Khoa hpc Ndng nghiep Viet Nam, http ://www.vaas.org,vn/phan-tich-moi-nguy-trong-san-xuat-rau-vietgap-al2889,htin! Truy cap ngay 03/3/2020
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Th6ng tin tac gia:
1 Bam Van Khanh
- Dan vi cong tac: Tnidng Dai hoc Dien luc Ha Npi
Ngay nhan bai' 26/2/2020 Ngay nlian ban siia: 13/3/2020