Kit qud nghiin cffu cho thd'y, hdnh vi MHNH chiu tdc dgng cua 5 thdnh phdn thuoc nhdn tdBgng ca tieu khiin DCTK trong mua sdm, gom: Thich thu; Thu gidn; Gid tri; Vai trd; Y tUdng; vd Sff
Trang 1Anh hu'dng cua dong co tieu khien trong mua s^m den hanh vi
mua hang ngau hufng
tai TP Ho Chl Minh
* LE NGaVEN NAM T R A N " Tdm tat
Bdng phffang phdp nghiin cffu dinh Iffgng, bdi viit tim ra cdc nhdn td'anh hudng tdi hdnh vi mua hdng ngdu hffng (MHNH) tgi TP Ho CM Minh Kit qud nghiin cffu cho thd'y, hdnh vi MHNH chiu tdc dgng cua 5 thdnh phdn thuoc nhdn tdBgng ca tieu khiin (DCTK) trong mua sdm, gom: Thich thu; Thu gidn; Gid tri; Vai trd; Y tUdng; vd Sffe mua ciia ngUdi tieu diing Tuf khoa: hdnh vi tieu dung, mua ngdu hffng, ddng ca lieu khien
Summary
By quantitative research method, the article finds out factors affecting impulse buying behavior
in Ho Chi Minh City The results show that impulse buying behavior is impacted by 5 components
of shopping hedonic motivations: adventure; gratification; role; value; idea and buying power Keywords: consumer behavior, impulse buying, hedonic motivations
GIOI THIEU
Trong nhffng nam gan ddy, thi trffdng
ban Ie Viet Nam phdt trien manh me va
cd nhieu chuyen bien tich effc Sff canh
nen khd'c liet De' tdn tai va phat trien,
cdc doanh nghiep ban Ie phai bie't thay
hoat vd phil hdp vdi xu hu'dng tieu ddng
mdi cua khdch hdng
Theo cdc nghidn cffu, ngodi gia tri
chffc nang cua san phd'm, mdt gid tri
khac anh hffdng de'n hanh vi mua eua
ngffdi tieu dung, do la gid tri tidu khien
Ngffdi tieu diing cd the dao quanh cdc
cu'a hang, ngam nghia hang hda nhff mdt
each giai thoat ban thdn khoi nhffng khd
khan thffdng ngay va xem do la cdch
giam bdt sff eang thang va tam trang tieu
cffe (Saraneva va cdng sff, 2008)
Mua hang de' thda man cam xuc ddng
vai trd quan trgng trong hanh vi mua va
cang quan trpng hdn khi ngffdi tieu diing
mua sdm mdt each ngdu hffng trong mdt
trang thai, thdi diem bi kich thich Nhff
vdy, viec mua sam da ndi len nhff la
mdt boat ddng xa hpi mang tinh giai tri, nd lam giam sd' Iffdng mua cd kd' hoach va Id mdt hien tu'dng difdc cha'p nhdn trong cdc nen kinh te' da va dang phdt trien (Dhurup, 2014) TP Hd Chi Minh Id thdnh phd'ldn xet
ve quy md ddn sd' vd mffc do dd thi hda, nhu cau mua sam nhidu, nen viec phdn tich nhffng dnh hffdng cua DCTK trong mua sam de'n hdnh vi MHNH tai TP Ho Chi Minh se gdp phan lam hdi Idng khdch hang va giff ehan khach hang dd'n vdi doanh nghiep
CO S6 LY THUYET VA PHU'ONG PHAP NGHIEN CLfU
Hdnh vi mua hdng ngdu hffng: La hanh vi phffc tap
da difdc nghien cflff tff hdn 70 nam qua Cac nghien cffu ban dau ve hanh vi MHNH tdp trung md ta san cap dd'n ddc diem cd nhan cua ngffdi tidu diing Cdc nghien cffu sau do da bat ddu phdn tich dac die'm cd nhan thdng qua xem xet cac khia canh khac nhau ciia hanh vi MHNH (Muruganantham va cdng sff, 2013) Trong Iuc mua ngdu hffng, ngffdi tidu dung trai nghiem sff ham mud'n tffe thdi, manh me, dai dang va phan xa hdng (Rook, 1987)
Theo Hausman (2000), MHNH la hanh vi mua sam khdng cd ke' hoach hay y dinh trifdc khi di mua sdm 'ThS., Hpc vien Cong nghe Bifu chinh Viln thong cd sd TP Ho Chi Minh
Ngdy nlidn bdi: 27/03/2019; Ngdy phdn bien: 05/04/2019: Ngdy duyel ddng: 18/04/2019
39
Trang 2Mguon Tac gta de xuat xdy ra sau khi khach hang trai qua cdm gidc thdi thffc
khi lan ddu tie'p xuc san pham (Beatty va Ferrell,1998)
Cdn Bayley va Nancarrow (1998) dinh nghTa, MHNH
vd hffdng thu, trong dd td'e dp nhanh chdng cua viec ra
quye't dinh mua da dd'y lui vide xem xet than trong cdc
thdng tin va lffa chgn thay the'",
DCTK trong mua sam: La ddng Iffc thuc day mgt
ngffdi thffc hien mua sam dffa tren cam xuc, u'dc mud'n
vd sir thffdng thffc mang tinh tham my (Engel va cdng
sff, 1990) Arnold va Reynolds (2003) dffa ra 6 DCTK
trong mua sam: Thich thu trong mua sam; Thff gian
trong mua sam; Thffc hien vai trd trong mua sam; Tim
gid tri trong mua sam; Giao tie'p trong mua sam; Tim y
tffdng trong mua sdm
Sff thich thu trong mua sam: De cap de'n vide ngu'di
tidu dung di mua sam dd tim kie'm nhffng trai nghidm
cam xuc mdi la (PuccineUi va cdng sff, 2009), tao ra sff
khac bidt cho cudc sd'ng thu'dng ngay, cam thd'y du'dc
phieu Iffu trong mgt the'gidi ridng cua ban than (Arnold
va Reynolds, 2003) Trang thai cam xuc, nhif: sff pha'n
mua cua ngffdi tieu diing (Westbrook va Black, 1985;
Babin va cpng sff, 1994)
Sit thu gidn trong mua sam: Theo Babin va cdng
sff (1994), ngffdi tidu dung mong mud'n di mua sam
tieu diing cam thay td't hdn khi dao quanh cffa hang
cung ban be, nhin ngam hang hda va san pham Mdt
sd'ngffdi cho bid't, chi cdn bffdc vao cac ciJa hang bach
thoai mdi (Hausman, 2000), Nhieu nghien cffu nha'n
manh rang, ngffdi tieu dung cam tha'y td't hdn va tran
1987; Hausman, 2000)
Thuc Men vai trd trong mua sdm: Tauber (1972)
khang dmh, nhidu hoat dgng cua ngffdi tieu dung xua't
phat tff chuin mffc xa hdi lien quan de'n vai trd cua
hg vd mgt trong nhffng ddng cd thuc dd'y hg mua sam
la thffc Men vai trd Hdn nffa, khi mua sam vdi nhffng
ddng cd thffc hien vai trd, hg cam nhan dffdc niem vui
va y nghTa cua vide mua sam cho ngffdi thdn (Arnold
va Reynolds, 2003)
Arnold va Reynolds (2003), ngffdi tidu dung thffdng quan tdm de'n chffdng trinh khuye'n mai trong cdc cffa hang Cdn Cox
va cdng sif (2005) khang dinh rang, gid thd'p khong chi lien quan de'n nhan thffc
ma cdn de' thda man cam xffc Khi mua dffdc san pham vdi mffc gid gidm hay "san dffdc mgt mdn hdi", ngffdi tieu dung cd nhffng cam xdc tich cffe, cam tha'y tif hao
vd ban dian, xem do nhff mgt thanh tieh ca nhan va cam thd'y minh khdn ngoan
Sff giao tii'p trong mua sdm: Mdt sd
ngffdi tidu diing muon lien ke't vdi ngffdi tieu dung khde, nhan vien ban hang, ban
bd hoac ngffdi thdn khi hp di mua sam (Westbrook va Black, 1985) Cac trung tdm mua sdm cdn la trung tam hoat ddng
xa hdi (Tauber, 1972) va nhu cau hda nhap va giao tie'p xa hdi cd Hen quan dd'n hanh vi MHNH (Westbrook va Black, 1985)
Tim y tudng trong mua sdm: Theo
Tauber (1972), ngffdi tieu diing xem cac san phd'm nhu'ld bieu tffdng phan anh thai
di mua sam de tim sff "khac biet", cdc san phd'm khdng ai cd, dong san pham mdi, phong cdch thdi trang hay cap nhdt
xu hffdng mdi (Hausman, 2000)
Sffe mua cua ngUdi lieu dung: Beatty
va Ferrell (1998) khang dinh kha nang tai chinh tai thdi diem mua cd tdc ddng dang ke vao cam giac thdi thffc viec mua ngdu hffng tff do tdc dgng thudn chieu vao hanh vi MHNH,
Dffa vao cd sd ly thuyd't trdn, tac gia xay dffng md hinh nghien cffu nhff Hinh
Phuang phdp nghien cffu
Nghien cffu sd bd diing phffdng phap dinh tinh va dinh iifdng, nhdm tim ra cdc nhan td tdc ddng de'n hanh vi MHNH cua khdch hang tai TP Hd Chi Minh, Nghien cffu chinh thffc diing phffdng phdp dinh Iifdng thdng qua Id'y mdu thudn tidn phi xac sud't Dfl lidu thu thdp tff thang 09/2016 den thdng l'l/2016 So phieu khao sdt dtfdc phdt ra Id 320 sd phidu thu ve Id 310, CO 30 phie'u khdng dat yeu cau va 280 phie'u ird ldi hdp Id Sau dd, dff lieu dffdc dffa ^ ) xii ly vdi Slf hd trd cua phan mem SPSS Td't c eac bidn quan sat dffdc do theo thang do Likert 5^mffc dd Didm I thd hidn mffc dd
the hien mffc do hoan todn ddng v (Bdi viit sff dung c.rH v^it sd thdp phi theo chuan quoc te)
40
Trang 3Phdn tkh he so tin cgy Cronbach's Alpha
Tffkd'tquakiemdinhthangdo(Bang I)
cho thd'y, cae thang do thda man dieu kien
c6 tffdng quan bien-tong > 0.3 va hd sd' tm
cay Cronbach's Alpha > 0.5 Nhff vdy, cac
bidn quan sat deu dat ydu cau de tie'p tuc
phan tich nhan td'kham pha (EFA)
Phdn tich EFA
So heu Bang 2 cho thd'y, he sd' KMO
dat gid tn 0.855 > 0.5% cho tha'y viec
phan tich nhdn td' la cdn thid't Ket qua
)> nghTa Sig = 0.000 < 5%, chffng td cac
bien quan sat cd md'i tffdng quan vdi
nhau trong tdng the Td'ng phffdng sai
trich Id 66.362% (>50%), vdi eigenvalue
= 1,2> 1, nen chd'p nhdn 7 nhan to'trong
thang do NghTa la, 7 nhdn td' nay giai
thich dffdc 66.362% bie'n thien ciia dfl
lieu Chl so' trpng so nhdn to' ddu ldn hdn
0.6 nen thang do dat yeu cau (Bang 2)
Phdn tich ma trgn tffdng quan
Kdt qua phan tich ma trdn tifdng quan
vdi mffc y nghia < 0.05 cho thd'y, tifdng
quan gifla hdnh vi MHNH vdi cac bie'n
dgc lap lan Iffdt la: Sff thich thu trong mua
sam (STT) Id 0.612; Sff thff gian trong
muasam(STG)ld0.591;Timgid tri trong
mua sdm (TGT) la 0.391; Thffc hidn vai
tro (THVT) Id 0.543; Sff Giao tie'p (SGT)
Sffe mua (SM) la 0.180 Vi vdy, cac bie'n
ddc lap nay cd the dffa vao md hinh de
giai thich cho bie'n hanh vi MHNH
Kit qua phan Uch hoi quy tuyin tinh
Kd't qua phdn tich cho thd'y, do cha'p
nhan cua bie'n (Tolerance) deu dat yeu
cau ldn hdn 0.50 va he sd' phdng dai
phffdng sai (VIF) deu nlio hdn 10, Dieu
nay cho tha'y, cdc bie'n ddc lap tham gia
vao md hinh deu cd md'i lien he td't vdi
bien phu thudc va khdng xay ra hien
tffdng da cdng tuye'n Ke't qua phdn tich
hoi quy cho tha'y, nhdn td' Sff giao tie'p
trong mua sam cd Sig > 0.05 va Itl < 2,
nen ta bdc bo gia thuye't H5 Nhdn td'
STT tdc dgng dd'n hanh vi MHNH manh
nhd't (Beta ^.^ = 0.322); STG (Beta'^,^^
= 0.204); THVT (Beta ^^.^^ = 0,176);
TGT (Beta^^-^ = 0.131); TYT (Beta,^^.^
= 0.098); SM (Beta^^ = 0.096) (Bang 3)
Nhff vdy, ta cd md hinh hdi quy dffdc
dieu chlnh nhff sau:
MHNH = 0.322'^STT + 0.204*STG +
0.176*THVT + 0.13I*TGT + 0.098*TYT
+ 0.096'^SM
Thanh ph^n Su" thich thii trong mua sam Slf thu 2ian trone mua sam Tim gia tn trong mua sam Thu'c hien vai tro trong mua sam Giao tien irons mua sam Tim V lu'dne Irons mua sam SiJc mua cua ngu'di tieu dung Hanh vi mua hana naau hiTna
86" bie'n quan sat
4
3
4
4
DO tin c3y Cronbach's Alplia 0.823 0.774 0.873
0 830 0.745
Gia tri
Dat veu cau Dat yeu cau Dat yeu cau Dat yeu cau
BANG 2: PHAM TICH HE SO KMO vA BARLETT
Kaiser-Meyer-Olkin Measure of Sampiing Adequacy, Bartlett's Test of Sphericity
Approx, Chl-Square
df Sis
855
3737 614
406 0,000
Mdbinh (Hang so) STT STG THVT SGT TYT
SM
a: Bien phu
BANG 3: KET QGA PHAM TICH HOI QGY BQl H$ so chtfa
chiton li6a
B -.196 314
181 131 ,168
057 ,089
thudc: MHNh
msd
cliu^n Beta 322
204
131 176
073 ,096
t -.827 6.072
2 870 3,252
1691
2 192 2,279
Sig
.409 001 ,004 ,001
029 023
Th6'ng ke
da CQng tuyen Tolerance ,612 ,503
826 590 ,910
857 959
VIF 1.633 1-988
1 211 1-696 1.098
1 167 1.043
Mo binh
1
BAMG 4: KIEM DIMH MtfC DO PHU HdP CUA MO HIMH
R 730^
R^
533
R^
hi^u ciiinh
521
Sai sd' cbu^n
cua USc lifffng
.52741 Durbin-WatsoD 1.517
a Bien doc lap: SM, TGT, SGT, TYT, STT, THVT, STG
b Bi^n phu thuoc: MHNH
Mgu< Ket q u ;
Kiem dinh mffc dg phu hap cua md hinh
Md hinh cd h§ so' hiSu chinh R^= 0.521 cho thd'y, mffc dO phu hdp cua md hinh la 52.1% > 50%, nghTa la sff tffcfng thich giffa md hinh va bien quan sdt la tffdng do'i va 52.1% mo hinh 1 dffdc giai thich bdi 7 bid'n dpc lap trong md hinh (Bang 4) Ngoai ra, phifdng phdp kiem dinh de phdt hien tff tffdng quan la kiem dinh Durbin-Waston (D) He so' Durbin-Waston = 1.517 (1<D<3), nen khdng cd hien tffdng tff tffdng quan
KET LUAN vA KHUYEN NGH! GIAI PHAP K6't qua nghien cffu cho tha'y, cd 5 thanh phdn thudc nhdn td thudc DCTK, gdm: Sff thich thu trong mua sam; Sff thff gian trong mua sam; Thffc hien vai trd trong mua sam; Tim gia tri trong mua sam; Tim y tffdng trong mua sam; va nhan to' Sffe mua cd tac dgng_
den hdnh vi MHNH ciia khach hdng Rieng nhdn td Giao tiep khong cd tdc ddng de'n hanh vi MHNH cua khach hang tai TP Hd Chi Minh
41
Trang 4nghi nhuf sau:
Thff nhdt, ddi vdi ddng ca thich thii trong mua sam, nhd
ban le cdn tap trung vao viec phoi help hang hda da dang,
miji hffdng ) nham kich thich cdm xuc, qua dd thuc ddy y
dinh mua ngdu hffng cua_khach hang Sff hjlp ddn cua mgt
nhin ngam san phdm, tan hffdng khdng gian dgc dao cua
cffa hang va ed the thffc hien hdnh vi mua hang
Thff hai, dd'i vdi ddng ca thUgidn trong mua sdm, mdi
tru'dng mua sam nen dffde thidt kd nham mang lai sff
thoai mai, thif gian, thuan ti6n cho khdch hang Nhd bdn
le CO the cung ed'p them cdc dich vu gia tang: khu vui
chdi, a'm thffc hoac dffa ra chinh sach doi tra, thanh toan
thudn tien nham giup khdch hang cam thd'y hdi Idng
khdng chi tff mdn hang md cdn tff nhieu yeu td khac
Thff ba, ddi vdi dgng ca tim gid tri trong mua sdm,
viec trffng bay thdng tin khuyen mai hay mdt chidn
Iffdc gid phil hdp se thu hut s\i chu y va kich thich sff
them muo'n mua sam ViSc ap dung cdng cu xuc tien,
nhff: thtfc hi§n chffdng trinh quay sd, bdc tham trung
thffdng, giam gid, phdt hdnh the giam gid (coupon), the
khuyen mai (voucher) se thu hut su' quan tam va tang
tan sua't mua ngdu hffng cua khach hang
trd trong mua sam, nha bdn Ie can c§p
nhdt nhffng san pham hffu dung, dgc ddo, cd chffc nang phuc vu chuyen bi$t eho nhffng dd'i tifOng, ngffdi dCmg cu the,
nham tac dgng tich cifc vao dgng cd thffc
hien vai trd cua khdch hang
Thff ndm, ddi vdi dgng ca di tim y tudng trong mua sam, nha ban le can cd
ke hoach cap nhat cdc san pham hen tuc nham bat kip nhffng xu hffdng mdi Ddi vdi nhffng khach hang cd dgng cd tim
y tffdng, sff da dang, mdi la va ddc dao
se kich thich cam xiic, giup khaeh hang cam nhdn dffdc hgc hdi, thu thdp nhieu
y tffdng hay xu hffdng mdi khi mua sam
Thff sdu, viec da dgng hda Mnh thffc chi trd, phffdng thffc thanh toan se tdc
dgng tich cffe vao sffe mua cua khdch xud't cd thd kdt hdp dd cd the san xua't san pham vdi chi phi td'i ffu nham dffa ddn cho khdch hang san pha'm hg mong mud'n vdi gid thanh tha'p hdn, qua do giup tang sffe mua cho khach hang.U
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42