bài tập

Mn hc: Thng Mi in T

Ging Vin: Ths H Vn Hip

TRNG I HC BCH KHOA TPHCM KHOA QUN L CNG NGHIP

Ti: Cc nhn t nh hng n xu hng thay i thi s dng Thng mi in t Vit Nam

Mn hc: Thng mi in t Ging vin: Th.s H Vn Hip

Danh sch nhm 4: 1. Nguyn Th M Dung 2. Phm Th Tr My 3. Hunh Tn Pht 4. Nguyn Vn T 5. L Vn Trung

70804100 70801293 70801516 70802567 70804723

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Mn hc: Thng Mi in T


TRNG I HC BCH KHOA TPHCM....................................................................1 MC LC................................................................................................................. 2 CHNG 1: M U...............................................................................................3 S CN THIT CA TI ..................................................................................3 MC TIU NGHIN CU CA TI ....................................................................3 PHNG PHP NGHIN CU ...............................................................................3 I TNG V PHM VI NGHIN CU .................................................................3 i tng..........................................................................................................3 Phm vi............................................................................................................ 4 CHNG 2: GII THIU TNG QUAN V THNG MI IN T, HNH THNH VN NGHIN CU V C S L THUYT....................................................................5 Gii thiu tng quan v thng mi in t, hnh thnh vn nghin cu.........5 1.1 Tnh hnh v xu hng pht trin thng mi in t trn th gii..............5 1.2 Gii thiu tng quan v thng mi in t................................................6 Mt s m hnh l thuyt v Thng mi in t................................................12 2.1 M hnh TAM (Technology acceptance model):.....................................12 2.2 M hnh chp nhn s dng Thng mi in t (Ecommerce Adoption Model e-CAM)...............................................................................................14 CHNG 3: PHNG PHP NGHIN CU..............................................................18 THIT K QUY TRNH NGHIN CU ....................................................................18 GII THIU TNG QUAN V I TNG NGHIN CU, CHN MU V X L D LIU................................................................................................................... 19 2.1 Gii thiu tng quan v i tng nghin cu..........................................19 2.2 Quy trnh chn mu.................................................................................19 2.3 X l d liu.............................................................................................19 CHNG 4: THIT K BNG CU HI....................................................................20 CHNG 5: KT QU NGHIN CU .......................................................................21 CC BC TRONG PHN TCH D LIU..............................................................21 KT QU PHN TCH...........................................................................................21 Phn tch m t:..............................................................................................21 2.2 Kim tra thang do...................................................................................22 2.3 Phn tch nhn t khm ph......................................................................28 2.4 M hnh nghin cu c iu chnh theo thc t kho st.......................33 2

MC LC

Mn hc: Thng Mi in T


CHNG 6: NG DNG KT QU NGHIN CU.....................................................34

CHNG 1: M US CN THIT CA TI-

Trc xu hng pht trin v bo ca Thng mi in t trn th gii v thc trng Thng mi in t Vit Nam, nhm quyt nh chn ti: Cc nhn t nh hng n xu hng thay i thi s dng Thng mi in t Vit nam vi nh hng nghin cu khm ph trong lnh vc nhn thc ca ngi dng. Thng qua ti nghin cu ny, tc gi mong mun phn tch nhng nhn t nh hng n xu hng thay i thi s dng Thng mi in t Vit nam t a ra nhng m hnh kinh doanh hay nhng dch v ph hp vi tnh hnh pht trin ca thng mi in t Vit Nam. Xut pht t yu cu khch quan nu trn

MC TIU NGHIN CU CA TI Mc tiu ca ti s hng vo nghin cu cc vn c th nh sau: Xc nh cc yu t lin quan n xu hng thay i thi s dng Thng mi in t. Cng vic ny bao gm vic khm ph, phn tch v nh gi nhng yu t c kh nng tc ng n xu hng thay i thi s dng Thng mi in t ti Vit nam. Nhn dng nhng vn lin quan n xu hng thay i thi s dng Thng mi in t cn c u tin quan tm v p ng t xut mt s gii php gi ph hp cho vic pht trin hot ng Thng mi in t ti Vit nam. PHNG PHP NGHIN CU - ti c thc hin theo hai bc: Bc 1: Nghin cu s b c thc hin thng qua nghin cu nh tnh trn c s nghin cu cc vn l thuyt v tng quan Thng mi in t trn th gii, cc m hnh c kt t nhng nghin cu trc y kt hp vi phng php tho lun nhm nhm thit lp bng cu hi s dng cho vic nghin cu chnh thc tip theo. Bc 2: Nghin cu chnh thc bng nh lng nhm mc ch kho st cc nh gi ca ngi tng tham gia giao dch hoc c nh giao dch Thng mi in t hnh thc B2C v nhng nhn t nh hng n xu hng thay i thi s dng Thng mi in t Vit nam.

I TNG V PHM VI NGHIN CU i tng ti mong mun xc nh c nhng nhn t nh hng n xu hng thay i thi3

Mn hc: Thng Mi in T


s dng Thng mi in t to c tnh khi qut cao, tuy nhin, vi thi gian nghin cu v kinh ph hn hp, vn kin thc v kinh nghim thc t khng nhiu nn trong phm vi ti ch kho st cc c nhn tng tham gia giao dch hoc c nh giao dch Thng mi in t hnh thc B2C. Thng qua hnh vi ca nhng mu nghin cu trong vic tham gia giao dch Thng mi in t, ti rt ra c nhng tc nhn nh hng n xu hng thay i thi s dng Thng mi in t Vit nam. Phm vi Phm vi nghin cu ca lun vn l khch hng c nhn (ng x, thi ) i vi h thng Thng mi in t ang c. T nu ra kt lun nhn qu cho m hnh nghin cu thng qua s lng 150 mu kho st.

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Mn hc: Thng Mi in T


CHNG 2: GII THIU TNG QUAN V THNG MI IN T, HNH THNH VN NGHIN CU V C S L THUYTGii thiu tng quan v thng mi in t, hnh thnh vn nghin cu 1.1 Tnh hnh v xu hng pht trin thng mi in t trn th gii S pht trin internet Internet thng c hiu l mng ca cc mng my tnh. Tin thn ca n l mng ca B Quc phng M xut hin nm 1968 di ci tn l Arpanet dng cho mc ch qun s. Vo nhng nm 1980, trn c s cng ngh ca mng ny, t chc khoa hc quc gia M thnh lp mng Nfsnet lin kt nm trung tm my tnh ln ca cc trng i hc M li vi nhau hot ng vi mc tiu phi qun s. Cc trng, vin i hc, c quan, cc doanh nghip khng ch ring M m c cc nc khc bt u gia nhp Nfsnet v Nfsnet tr thnh mng trc chnh ca Internet. Ngy nay, Internet ngy cng bnh trng m m rng ra khp th gii. Internet l mt cng ngh mang li li ch v bin cho x hi trong hu ht cc lnh vc ca cuc sng t nghin cu, hc tp, cho n kinh t, vn ha, y t, gii tr,. Internet ngy cng thu nhn thm nhiu ngi s dng. Bng 2.1 di dy l thng k mc tng trng s lng ngi s dng Internet ton cu trong nhng nm gn y ( triu ngi ):

S pht trin ca thng mi in t v xu hng Mng Internet m ra nhiu c hi kinh doanh cho cc doanh nghip. Nhiu loi hnh, m hnh kinh doanh mi ra i, ko theo nhiu ngnh ngh, vic lm mi xut hin.5

Mn hc: Thng Mi in T


Hin nhin rng, bin nhng c hi thnh hin thc, doanh nghip phi rt nng ng, phi lun tm ti v suy ngh sng to. Cng vi s thm nhp ca Internet vo lnh vc kinh t, thut ng Thng mi in t (e-commerce) xut hin ch cc hot ng kinh doanh mi vi s h tr ca cc thnh tu ca cng ngh thng tin ni chung v mng Internet ni ring. S xut hin Thng mi in t khng phi l ngu nhin. Trong nn kinh t ngy nay, cc yu t th trng, kinh t x hi v cng ngh to ra mt mi trng kinh doanh mang tnh cnh tranh cao, trong khch hng l trung tm. Ngoi ra, cc nhn t ny c th thay i nhanh chng v kh c th d bo trc hnh thi thay i ca chng. Nhng thay i ny gn lin vi cc p lc trong kinh doanh i vi doanh nghip. C th lit k mt s yu t gy p lc trong kinh doanh nh sau: Cnh tranh mnh m gia cc doanh nghip Hn ch cc ngun lc Cc vn ton cu ha Cc hip nh thng mi khu vc nh hng ca ngi tiu dng S thay i c cu lao ng trong x hi Thay i nhanh chng ca cng ngh Qu ti thng tin c th thnh cng hoc tn ti trong mi trng kinh doanh nng ng th cc doanh nghip khng ch ch trng n nhng hot ng truyn thng n thun nh ct gim chi ph, ng ca cc phn xng thua l, m cn phi pht trin cc hot ng ci tin nh: chuyn mn ha cc hot ng ca doanh nghip, to ra sn phm mi, cung cp cc dch v gi tng gi tr, nh hng n khch hng nhiu hn. V nhng hot ng ny c th pht huy ht vai tr ca chng, Thng mi in t chnh l mt phng tin h tr hu hiu. Cc giao dch kinh doanh trn Internet hin nay ph bin nht l cc giao dch B2B (business-to-business) v B2C (business-to-consumer). B2B l loi giao dch mua bn gia cc doanh nghip, t chc vi nhau. Cn B2C l loi giao dch mua bn gia doanh nghip v ngi tiu dng trc tip. 1.2 Gii thiu tng quan v thng mi in t nh ngha thng mi in t Theo ngha rng: Thng mi in t bao gm mi giao dch c thc hin nh vo cng ngh s, k c vic dng Internet, dng cc mng ring trao i thng tin v th tn dng. Theo ngha hp: Thng mi in t c th c hiu theo tng cch c th hn:6

Mn hc: Thng Mi in T


- Trong kha cnh truyn thng, Thng mi in t l s phn phi hng ha, dch v, thng tin hoc thanh ton thng qua mng my tnh hoc cc phng tin in t khc. - Trong kha cnh hot ng kinh doanh, Thng mi in t l ng dng cng ngh t ng ha cc giao dch v cng vic kinh doanh. - Trong kha cnh dch v, Thng mi in t l cng c gip cho cc doanh nghip, khch hng ct gim chi ph dch v, nng cao cht lng hng ha v tng tc dch v. Cc b phn cu thnh thng mi in t Gm 3 phn c bn: h tng k thut, h thng h tr, cc ng dng. H tng k thut : - H tng dch v kinh doanh: cung cp phng tin kinh doanh trn mng nh th tn dng, thanh ton in t, h thng an ninh, bo mt, - H tng vin thng: mng vin thng, mng my tnh, mng Internet, cc phng tin k thut truy cp c dy, khng dy, tc cao, . - H tng knh phn phi thng tin: m bo trao i thng tin gia cc ngi tham gia giao dch v an ton thng tin, nh cc cng c trao i thng tin in t, th in t, i thoi trn mng, giao thc truyn tin siu vn bn.. .. - H tng giao din: cc cng c k thut cho php giao tip vi cc c s d liu, cc ng dng ca i tc khc nhau. H thng h tr: - Con ngi: l ngi bn, ngi mua, cc cp trung gian, nhn lc cng ngh thng tin, ngi qun l, - Cc chnh sch: l lut php, quy nh ca nh nc v thu, bo v bn quyn, tnh ring t, tnh bo mt - Cc t chc: Thng mi in t c thc hin qua ton b chui cung cp ca doanh nghip v do c lin quan n nhiu i tc kinh doanh, cc hip hi, t chc chnh ph. Dch v h tr: - Nghin cu th trng, cc chin lc tip th trc tuyn, thit lp ni dung thng tin v cc dch v khch hng, thanh ton, kho vn, h tr cng ngh thng tin,.... Cc loi hnh thng mi in t Thng mi in t cng c chia thnh cc lnh vc nh trong nn kinh t khng c Internet. Thng thng, Thng mi in t c phn loi theo bn cht ca giao dch:

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Mn hc: Thng Mi in T


B2B l m hnh Thng mi in t m trong ngi tham gia l cc doanh nghip hoc cc t chc. Hin nay, phn ln Thng mi in t l thc hin theo m hnh ny. V d v m hnh B2B: cc doanh nghip mua hng ca nhau, cung cp nguyn vt liu, cc doanh nghip bn hng cho h thng i l ca mnh qua mng, B2C l m hnh Thng mi in t trong doanh nghip bn hng cho ngi tiu dng trc tip. V d v m hnh B2C: cc ca hng o trn mng nh cng ty bn sch qua mng Amazon.com, Vit nam c nh sch Minh khai, FAHASA. Ngoi hai m hnh chnh trn, hin nay trn Internet cng hnh thnh nhiu m hnh mi: C2C (consumer-to-consumer): c nhn bn hng trc tip cho c nhn. Cc ng dng chnh nh bn bt ng sn, xe hi, cc hng tiu dng, trao i a nhc, phn mm, bn u gi, t vn, chia s kinh nghim v.v. C2B (consumer-to-business): c nhn c th tm kim doanh nghip bn hng (hng ha, phn mm) cho doanh nghip. C nhiu cng ty phn mm thc hin thu vit phn mm trn mng. Cc c nhn mi ni u c th tham gia nhn hp ng trn mng, vit phn mm theo yu cu, sau gi qua mng n cng ty. Cng ty s kim tra cht lng sn phm v thanh ton cho c nhn qua ti khon ngn hng. G2C (Government-to-citizens): cc t chc nh nc thc hin mua bn hng ha, dch v, thng tin vi doanh nghip v cng dn. Online banking: truy cp vo cc dch v ngn hng v c nhn hay doanh nghip t dch v thng mi trc tuyn hay qua mng Internet. Cc phng thc kinh doanh ca thng mi in t Thng tin: Thng mi in t da vo tc nhanh chng v kho d liu phong ph ca mng Internet thu v nhn thng tin. Vic qung co, gii thiu sn phm thc hin trn mng ging nh trn cc phng tin truyn thng c in (bo, i, truyn hnh, ) nhng c li im hn v mt thi gian, bt k gi gic. Cc thng tin v gi c th trng, nhng thay i ca th trng hay nhng yu t tc ng n th trng c ng ti cp k trn mng v ngi s dng ch vic cp nht chng. Vic gii thiu v tm kim i tc cng c trin khai rng ri trn mng. Truyn tin: Vic truyn tin ngy nay tr nn quan trng hn bao gi ht, c bit l i vi gii kinh doanh th thng tin mang tnh sng cn, trong , tc truyn tin ng vai tr ch cht. Vic truyn tin qua mng Internet khng ch dng li cc bc th in t, m cn l nhng hnh nh, m thanh minh ha l th, Chnh u im ny lm cho cc giao dch thng mi trn Internet gia cc vng a l khc nhau d dng hn, chng8

Mn hc: Thng Mi in T


lm tng khi lng giao dch v do lm tng doanh s, li nhun, gp phn y mnh tc ton cu ha thng mi. Giao dch, m phn: Trc khi xc lp mt thng v, cc ch doanh nghip thng phi lin lc vi nhau rt nhiu ln nm bt thng tin v i tc, th trng, gi c, hng ha, phng thc thanh ton, thi gian giao hngnh vy rt tn km v chi ph i li, thi gian, .. Thng mi in t l phng tin gii quyt mi lo ngi ny rt hiu qu. Bn hng trc tuyn: Phng thc ny thng c s dng ph bin nht trong Thng mi in t.

Thanh ton trong thng mi in t - Thanh ton in t l mt trong nhng iu kin ct li pht trin Thng mi in t. Vi vai tr l mt khu khng th tch ri ca quy trnh giao dch v trong nhiu trng hp thanh ton in t cn l bin php xc thc vic k kt hp ng gia ngi bn v ngi mua trong mt giao dch Thng mi in t trn mi trng. Internet. S khc bit c bn gia Thng mi in t vi cc ng dng khc cung cp trn Internet chnh l nh kh nng thanh ton trc tuyn ny. Do vy, vic pht trin thanh ton trc tuyn s hon thin Thng mi in t. Thng mi in t c theo ng ngha ca n cc giao dch hon ton qua mng, ngi mua ch9

Mn hc: Thng Mi in T


cn thao tc trn my tnh c nhn ca mnh mua hng, cc doanh nghip c nhng h thng x l tin s t ng. Mt khi thanh ton trong Thng mi in t an ton, tin li, vic pht trin Thng mi in t trn ton cu l mt iu tt yu vi dn s ng o v khng ngng tng ca mng Internet. - iu kin cn pht trin h thng thanh ton in t : H thng thanh ton ngn hng hin i, trong phn ln cc giao dch c tin hnh thng qua phng tin in t. H tng k thut ca x hi t trnh tin tin, phn ln cc doanh nghip c ni mng v kt ni vi h thng ngn hng. C s php l ca thanh ton in t c thit lp ng b, gi tr php l ca thanh ton in t c tha nhn v c nhng quy nh ti chnh k ton tng ng. H tng an ton bo mt trong thanh ton in t c m bo. Thi quen mua bn ca ngi tiu dng v tp qun kinh doanh trong x hi t trnh tin tin. Vai tr ca thng mi in t Thng mi in t tc ng tch cc n x hi v nn kinh t. N m ra cho nn kinh t nhng hng pht trin mi. - Sau y l mt s tc ng tch cc ca Thng mi in t i vi doanh nghip, ngi tiu dng v x hi. Tc ng ca Thng mi in t vi doanh nghip : - N gip m rng th trng khng nhng trong nc m cn ra quc t. Vi chi ph thp nht, doanh nghip c th vn ti nhiu khch hng hn, tm kim nh cung cp tt hn, i tc ph hp hn trn khp th gii. - N ct gim chi ph qun l, lu hnh thng tin, cc vin thng, bu chnh, tn kho, giao nhn. - Rt ngn thi gian p ng cho khch hng: n t hng trc tuyn hng nhanh chng c nhn vin bn hng x l nh cc cng c tin hc ha v hng ha nhanh chng c chuyn giao cho khch hng. - Rt ngn thi gian a sn phm ra th trng: vi mng li khch hng trc tuyn, doanh nghip c th tip cn nhiu ng gp ca khch hng. Vi cch lm vic trn mng trc tuyn, cc b phn t kinh doanh tip th, cho n nghin cu pht trin, thit k, sn xut th nghim, v.v. nhanh chng trao i thng tin vi nhau hon thin sn phm a ra th trng. - To ra nhiu m hnh kinh doanh mi mang li li nhun: nh c cc phng tin cng ngh thng tin m cc tng mi lun c thc hin kp thi, gip cho10

Mn hc: Thng Mi in T


doanh nghip tip cn khch hng t nhiu kha cnh khc nhau v tha mn ti a nhu cu ca khch hng. - Cng tc qun l kinh doanh cht ch hn nh tin hc ha: cc quy trnh sn xut, kinh doanh u c tin hc ha, qun l khoa hc v cht ch, mang li hiu qu qun l cao. - Chm sc khch hng chu o hn: nh cc cng c tin hc vi d liu y v khch hng, khch hng lun c h tr thng tin kp thi nh cc phng tin my tnh. - Xy dng hnh nh doanh nghip tt hn: nh lun c giao tip trc tuyn trn mng vi cc thng tin v dch v phong ph, khch hng cm thy s gn gi v ng tin cy ca doanh nghip. Tc ng ca Thng mi in t i vi ngi tiu dng : - Khch hng mua hng tin li v khng gian v thi gian: bt c lc no, ni u, khch hng cng u c th thng qua mng Internet mua hng ha. - Khch hng c nhiu la chn hn khi mua hng v c nhiu nh cung cp, c nhiu ngun thng tin tham kho. Trn mng, khch hng c th tm kim nhanh chng nhiu nh cung cp la chn. - Gi hng ha thp hn do nh cung cp ct gim c chi ph sn xut v qun l. - i vi hng ha s ha c nh sch, bo, phim, nhc, phn mm, t vn thng tin, thi gian giao hng c rt ngn. - Khch hng c chm sc hu mi tt hn nh c t vn 24/24 trn mng. - Khch hng c iu kin chia s kinh nghim s dng vi nhau trn mng. Tc ng ca Thng mi in t i vi x hi : - To ra nhiu ngnh ngh, vic lm mi cho x hi: Thng mi in t pht trin th ngnh my tnh, vin thng, ngnh cng nghip phn mm, ngnh giao nhn, v.v. pht trin mnh hn. Nhiu ngh nghip mi cng xut hin i i vi cc dch v h tr Thng mi in t v cc ngnh ngh ni trn. - Gim chi ph chung cho x hi nh chi ph qun l, sn xut, i li. - Cht lng dch v c hon thin hn: nhiu dch v c cung cp vi y thng tin hn, nhanh hn, st i tng hn. V d, dch v o to t xa, chn bnh qua mng c cung cp ti vng xa xi vi cc thng tin chi tit nht. - Nhiu i tng tip cn vi hng ha v thng tin, do c tc dng kch cu mnh hn, lm cho sc sn xut ca x hi tng ln.

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Mn hc: Thng Mi in T


- Bn cnh nhng mt tch cc, Thng mi in t vn cn nhng hn ch ca n. C hai loi hn ch, mt nhm mang tnh k thut, mt nhm mang tnh thng mi. Mt s m hnh l thuyt v Thng mi in t 2.1 M hnh TAM (Technology acceptance model): M hnh tip cn cng ngh (TAM) c F.D.Davis (1989) pht trin da trn thuyt Hnh ng c l do (Theory of Reasoned Action) sau khi nghin cu s ng dng cng ngh ti hng lot cc doanh nghip va v nh.

M hnh: TRA (theory of reasoned action)

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Mn hc: Thng Mi in T M hnh: TAM (technology acceptance model)


Cc yu t cu thnh m hnh TAM (1) Bin cc yu t bn ngoi (external variables) : bin ny c rt ra t nhng th nghim trc y. Bin cc yu t bn ngoi tc ng n 2 bin nhn thc s d s dng(perceived ease of use) v bin nhn thc s hu dng(perceived usefulness) (2) Bin "Nhn thc s d s dng": Bin ny o lng mc mt ngi tin rng: khng cn phi phi b ra nhiu cng sc, thi gian, tr c s dng h thng. (3) "Nhn thc hu ch": Mc m mt ngi tin rng bng cch s dng h thng s gip nng cao hiu sut cng vic ca mnh. (4) Bin thi hng n vic s dng: thi hng n vic s dng h thng sau khi nhn thc c s hu ch v s d dng s dng. (5) Bin d nh s dng: bin ny o lng d nh ca ngi s dng h thng. Bin d nh s dng c tc ng trc tip n vic quyt nh s dng h thng cui cng. Yu t cu thnh cc bin: Theo Davis, bin nhn bit s hu dng c tc ng trc tip n d nh s dng h thng v bin nhn bit s d s dng l yu t th 2 tc ng n quyt nh s dng h thng. M hnh TAM (technology acceptance model) l mt m hnh c trng dng o lng cc yu t tc ng n s sn sng s dng mt m hnh cng ngh hoc cng ngh k thut. V Thng mi in t cng l mt sn phm ca cng ngh thng tin cho nn m hnh TAM cng c ng dng thch hp o lng cc yu t t tc ng n quyt nh s dng Thng mi in t. Nh trnh by trn, m hnh TAM bao gm 5 bin tuy nhin trong 3 bin c trng s nh hng cao nht l nhn thc s hu dng, nhn thc s d dng s dng v thi hng n vic s dng. Do vy bi nghin cu s lm r hn yu t cu thnh 3 bin ny. (1) Bin nhn bit s hu dng: nh ngha: l mc m mt ngi tin rng s nng cao hiu qu lm vic ca h Cc yu t cu thnh: (a) Giao tip (communication): Tm quan trng ca vic giao tip trong mt h thng thng tin c cc nh khoa hc trc y khng nh. Tht vy, nu khng c thng tin th cc my ch khng th kt ni c vi nhau v cc b13

Mn hc: Thng Mi in T


phn trong mt h thng cng khng th phi hp vi nhau cng hng n 1 mc tiu chung. (b) Cht lng h thng: Khng ngng nng cao cht lng h thng s gip vic khai thc h thng hiu qu hn (c) Cht lng thng tin: cht lng thng tin chnh l u ra ca h thng. Mt h thng hu dng l mt h thng c u ra thng tin: tin cy, y v kp thi. (d) Cht lng dch v: c bo hnh, tin cy v c tnh phn hi

(e) S hi ha gia cng ngh v cng vic: nhm em n cho ngi s dng s tin li nht trong qu trnh s dng h thng (2) Bin nhn thc s d s dng:

nh ngha: ngi tiu dng tin rng khng phi b ra nhiu thi gian, tr c, cng sc s dng h thng Cc yu t cu thnh: (a) (b) (c) (d) (3) Thit k giao din ca h thng Ngn ng c s dng Cc chng trnh hung luyn cch s dng Cc phm mm c ci t trn h thng Bin thi hng n vic s dng

nh ngha: bin ny o lng cm gic tch cc hay tiu cc ca hnh vi hng n vic s dng sn phm 2.2 M hnh chp nhn s dng Thng mi in t (Ecommerce Adoption Model e-CAM) M hnh e-CAM nhm khm ph nhng nhn t quan trng d on hnh vi mua bn trc tuyn ca ngi tiu dng Cc nhn t chnh cu thnh Trong thuyt nhn thc ri ro TPR (Theory of Perceived Risk), Bauer (1960) cho rng hnh vi tiu dng sn phm cng ngh thng tin c nhn thc ri ro, bao gm hai yu t: (1) Nhn thc ri ro lin quan n sn phm/dch v (PRP) v (2) nhn thc ri ro lin quan n giao dch trc tuyn (PRT). Nhn thc ri ro lin quan n sn phm/ dch v (PRP) Hnh vi mua hng (PB)14

Nhn thc ri ro lin quan n giao dch trc tuyn (PRT)

Mn hc: Thng Mi in T


Thuyt nhn thc ri ro (TPR) (Ngun: Bauer, 1960) Nhn thc ri ro lin quan n sn phm/ dch v (Perceived Risk with Product/Service - PRP) Thnh phn nhn thc ri ro lin quan n sn phm/dch v (PRP): cc dng nhn thc ri ro: mt tnh nng, mt ti chnh, tn thi gian, mt c hi v nhn thc ri ro ton b vi sn phm/dch v (tng ca nhn thc bt nh hoc bn khon ca ngi tiu dng khi mua sn phm). Bauer (1960) cp rng nim tin v nhn thc ri ro nh l yu t ch yu v i vi hnh vi tiu dng n c th l mt yu t chnh nh hng vic chuyn i t ngi duyt web n ngi mua hng tht s. Cox v Rich (1964) cp n nhn thc ri ro nh l tng ca cc nhn thc bt nh bi ngi tiu dng trong mt tnh hung mua hng c th. Cunningham (1967) nhn thc ri ro t kt qu thc hin khng tt, nguy him, ri ro sc khe v chi ph. Roselius (1971) nhn dng bn loi tn tht lin quan n cc loi ri ro, l: thi gian, s may ri, bn ng v tin bc. Jacoby v Kaplan (1972) phn loi nhn thc ri ro ca ngi tiu dng thnh by loi ri ro sau: vt l (physical), tm l hc (psychological), x hi (social), ti chnh (financial), kt qu thc hin (performance), thi gian (time), khng tnh bng tin (nonmonetary) c lit k trong bng 2.3. Bng 2.3: Cc loi ri ro ca ngi tiu dng Cc loi ri ro Ti chnh Tm l hc Vt l Kt qu thc hin nh ngha Ri ro m sn phm khng ng gi ti chnh Ri ro m sn phm s c cht lng/ hnh nh thp hn mong i/ hnh dung ca khch hng Ri ro v s an ton ca ngi mua hng hay nhng ngi khc trong vic s dng sn phm Ri ro m sn phm s khng thc hin nh k vng15

Mn hc: Thng Mi in T X hi Khng tnh bng tin


Ri ro m mt s la chn sn phm c th mang li kt qu bi ri trc bn b/gia nh/ng nghip Ch i giao sn phm

Taylor (1974) th cho rng s bt nh v nhn thc ri ro c th sinh ra nhng lo ngi v iu ny s nh hng n qu trnh ra quyt nh tiu dng sn phm ca khch hng. Cn theo Murphy v Enis (1986) nh ngha nhn thc ri ro nh l s nh gi ch quan ca ngi tiu dng v kt qu to ra mt sai lm mua hng. Qua , ta c th rt ra mt nhn xt l khi chng ta khng th thy hay tip xc trc tip sn phm/dch v trong th trng in t (ngha l cc c tnh v hnh) th ngi tiu dng rt d dng cm thy bn khon hay khng chc chn khi h tin hnh giao dch vi nhng ngi bn hng trc tuyn. V d: sn phm/dch v c cung ng cho ngi tiu dng c th khng c thc hin nh mong i; hn na, ngi tiu dng c th c yu cu chu cc loi chi ph vn chuyn v bc d khi tr li hay i sn phm/dch v. V nh vy l pht sinh tn tht v kt qu thc hin v ti chnh nh cc loi ri ro va cp trn. Chnh cc ri ro ny l ro cn trong vic ngi tiu dng tham gia cc giao dch trc tuyn. Tm li, cc nh nghin cu trc y nh ngha nhn thc ri ro i vi sn phm/ dch v (PRP) nh tng chung ca cc bt nh hay lo ngi c nhn thc bi mt ngi tiu dng i vi mt sn phm/dch v c th khi mua hng trc tuyn. Nhn thc ri ro lin quan n giao dch trc tuyn (Perceived Risk in the Context of Online Transaction) Thnh phn nhn thc ri ro lin quan n giao dch trc tuyn (PRT): cc ri ro c th xy ra khi ngi tiu dng thc hin giao dch thng mi in t trn cc phng tin thit b in t lin quan n: s b mt (privacy), s an ton - chng thc (securityauthentication), khng khc t (nonrepudiation), v nhn thc ri ro ton b v giao dch trc tuyn. Vi nghin cu trong phm vi giao dch trc tuyn cho rng s tin cy hay tn nhim ca khch hng s c ci thin bng cch gia tng tnh trong sut ca qu trnh giao dch (v d: th hin ton b c tnh, ngun gc v ngha v ca nh cung cp trong vic mua bn trn Internet), lu gi cc d liu c nhn ti thiu t cc yu cu ca ngi tiu dng, to ra trng thi r rng v hp php ca bt k thng tin no c cung cp. Bhimani (1996) ch ra s e da i vi vic chp nhn Thng mi in t c th biu l t nhng hnh ng khng hp php nh: l mt khu, chnh sa d liu, s la di v s khng thanh ton n ng hn. Do , Bhimani (1996) v Ratnasingham (1998) a ra cc yu cu cn bn i vi Thng mi in t l phi lm sao tha mn nhng vn sau: s chng thc (authentication), s cp php (authorization), s sn sng (availability), s tin cn (confidentiality), ton vn d liu (data integrity), khng khc t (non-repudiation) v cc dch v ng dng c kh nng chn la (selective application services).16

Mn hc: Thng Mi in T


Swaminathan et al. (1999) khng nh rng ngi tiu dng rt quan tm vic xem xt nh gi nhng ngi bn hng trc tuyn trc khi h thc hin giao dch trc tuyn, chnh v vy, cc c tnh ca ngi bn hng ng vai tr quan trng trong vic xc tin giao dch. Rose et al. (1999) nhn dng cc tr ngi k thut v chi ph lin quan giao dch trc tuyn v nhng gii hn c th i vi Thng mi in t B2C, bao gm: s tr hon ti thng tin, gii hn ca giao din (limitations of the interface), cc vn d tm (search problems), km an ton v thiu cc tiu chun Internet. T , cc nh nghin cu pht biu rng nu ngi tiu dng tin hnh giao dch kinh doanh vi cc doanh nghip khng thnh tht hoc cc thng tin nhy cm ca khch hng khng c lu tr an ton th chnh lc ny y vn xut hin s mt an ton mc d d liu vn c bo v hon ho trong qu trnh giao dch. p dng m hnh M hnh nhn thc ri ro lin quan n giao dch Thng mi in t i n hnh vi mua hng gm c 3 (ba) thnh phn: nhn thc ri ro lin quan n giao dch trc tuyn (PRT), nhn thc ri ro lin quan n sn phm/dch v (PRP) v hnh vi mua hng (PB). - Kim nh li mi lin h l thuyt ca cc thnh phn tc ng n Thng mi in t th hnh vi mua hng b tc ng bi hai yu t, l nhn thc ri ro lin quan n giao dch trc tuyn v nhn thc ri ro lin quan n sn phm/dch v v tc ng ny l thun chiu. iu ny c ngha l kh nng nhn thc c cc loi ri ro lin quan n Thng mi in t tng hay gim u lm cho lng ham mun dn n hnh vi mua hng cng tng hay gim.

17

Mn hc: Thng Mi in T


CHNG 3: PHNG PHP NGHIN CUTHIT K QUY TRNH NGHIN CU Nh gii thiu chng 1, nghin cu ny c thc hin thng qua 2 bc chnh: nghin cu s b v nghin cu chnh thc. Bc 1: Nghin cu s b c thc hin thng qua phng php nh tnh nhm mc ch khm ph, iu chnh v b sung cc bin quan st dng o lng cc khi nim nghin cu vi cc ni dung sau: - Hnh thc thc hin: Nghin cu ny c thc hin t thng 3 n thng 05 nm 2012 to TPHCM S dng k thut tho lun nhm vi cc nhn vin ang cng tc trong lnh vc kinh doanh, k thut trong nghnh cng ngh thng tin v tng tham gia giao dch thng mi in t. Vn a ra tho lun l cc kin v nhng nhn t nh hng n xu hng thay i thi s dng thng mi in t, trong qun tm c bit n yu t nhn thc s hu ch, nhn thc tnh d s dng, nhn thc ri ro lin quan n giao dch trc tuyn, nhn thc ri ro lin quan n sn phm /dch v, nhn thc hnh thc thnh ton v thi mua hng. - Cc bc nghin cu nh tnh: Xc nh cc yu t m ngi tham gia giao dch thng mi in t thng quan tm khi thc hin giao dch hoc c nh thc hin giao dch. Tm quan trng ca tng yu t theo quan im ca ngi tng hoc c nh thc hin giao dch in t. - K thut thu thp thng tin: dng dn bi tho lun v tho lun trc tip xc nh nhu cu thng tin. Bc 2: thc hin nghin cu bng phng php nh lng. - Cc bc thc hin: Thit k bn cu hi, kho st th v tin hnh hiu chnh sao cho bng cu hi r rng nhm t c mc tiu nghin cu. Phng vn chnh thc.

- K thut thu thp thng tin: phng vn trc tip hoc gi e-mail cu hi chnh thc. - Bng cu hi: (Ph lc 2) Cc thng tin c nhn nh gii tnh, tui tc, trnh hc vn, cng vic chuyn mn c thit k theo thang o danh xng.18

Mn hc: Thng Mi in T Quy trnh thc hin:


C s l thuyt Nghien cu nh lng

Thang o 1 Thang o chnh

Tho lun nhm iu chnh

Pht trin v x l thang o: Tnh h shi quy: Alpha. Phn tch Cronbach Loi cc bin c trng s EFA nh Xy dng m hnh nghin cu Kim nh gi thit Hnh 3.1 Quy trnh nghin cu GII THIU TNG QUAN V I TNG NGHIN CU, CHN MU V X L D LIU. 2.1 Gii thiu tng quan v i tng nghin cu i tng nghin cu l c nhn tng tham gia hoc c nh tham gia giao dch trn Internet. 2.2 Quy trnh chn mu Thit k mu: Mu chn theo phng php thun tin. kch thc 150. Sau lc ra bng kho st y c t l hi p 70.-

xut cho vic pht trin thng mi in t Vit nam

- Cng c thu thp: l bng cu hi kho st. D liu thu thp bng cch phng vn trc tip thng qua bng cu hi. Thi mua hng ca ngi dng c nh gi bng thang o Likert 7 im, phn phi t 1 l khng ng n 7 l hon ton ng . 2.3 X l d liu S dng phn mm SPSS xc nh cc yu t nh hng n xu hng thay i thi s dng thng mi in t.-

- D liu kt qu ca bng cu hi c x l nh sau:19

Mn hc: Thng Mi in T


Phn tch tin cy xem kt qu nhn c ng tin cy mc no. tin cy t yu cu: >=0,8. Tuy nhin theo Hong Trng v cc ng nghip-2005 th tin cy t 0,6 tr ln cng c th s dng c trong trng hp khi nim ang nghin cu l mi hoc mi i vi ngi phng vn nn nghin cu s ly chun 0,6. Sau khi tin cy t yu cu, dng phn tch nhn t xc nh u l tiu ch c ngi dng quan tm.

Phn tch thng k m t s cho thy mc yu cu ca ngi dng i vi tng yu t, th hin qua s im trung bnh ca tng yu t.

CHNG 4: THIT K BNG CU HIQui trnh thit k: Da vo c s l thuyt ta c m hnh nh hng n s tha mn ca khch hng trong TMDT ta c m hnh sau:

nh gi v s hu ch TMDT

nh gi v tnh d s dng TMDT

Thi ngi dng khi tham gia TMDT

Thi s dng TMDT Vit Nam

Mc ri ro lin quan n sn phm, dch v giao dch Mc ri ro lin quan n giao dch20

Mn hc: Thng Mi in T


CHNG 5: KT QU NGHIN CUCC BC TRONG PHN TCH D LIU Kim tra, hiu chnh d liu Kim tra thang do M t tng qut c cu ca mu Kim nh bng cc h s Cronbach Alpha, Tm cc nhn t nhm nhn t chnh

KT QU PHN TCH Phn tch m t:Gii tnhtt01 Gioi tinh Frequency Valid Nam Nu Total 35 35 70 Percent 50.0 50.0 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0

Thu nhptt01 Gioi tinh Frequency Valid Nam Nu Total 35 35 70 Percent 50.0 50.0 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0

dng thng mi in t hay cha21

Mn hc: Thng Mi in T


tt05 Da su dung TMDT Frequency Valid co khong Total 42 28 70 Percent 60.0 40.0 100.0 Valid Percent 60.0 40.0 100.0 Cumulative Percent 60.0 100.0

Cross tab v gii tnh v dng thng mi in t; kt qu cho thy n gii thch mua hng trn mng hn!!!!!!!tt01 Gioi tinh * tt05 Da su dung TMDT Crosstabulation Count Da su dung TMDT co Gioi tinh Nam Nu Total 17 25 42 khong 18 10 28 Total 35 35 70

2.2

Kim tra thang do

nh gi v s hu ch ca Thng mi in t: Khi nim v s hu ch: L mc m mt ngi tin rng s dng trang web thng mi s nng cao kt qu thc hin ca h, bao gm: tin bc, thi gian, thng tin, ). o Tin li cho nhng ngi khng c nhiu thi gian ra ngoi o Thng tin lun c cp nht chnh xc v y o Gi u i hn o Tit kim tin hn so vi mua hng trc tip o Tham kho c t nhiu ngun khc nhau o c giao hng tn nh khi t hng o Cc trang web TMT hu ch cho vic mua bnReliability Statistics Cronbach's Alpha N of Items .581 7

22

Mn hc: Thng Mi in TItem-Total Statistics


Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted tien loi cho nguoi khong co thoi 19.97 gian di ra ngoai thong tin luon cap nhat gia uu dai hon 20.09 20.43 5.304 6.601 6.219 6.391 5.293 6.352 5.243 .418 .119 .152 .181 .514 .245 .526 .495 .604 .603 .584 .463 .562 .457

thao khao tu nhieu nguon khac 20.41 nhau tiet kiem so voi mua hang truc 19.80 tiep duoc giao hang tan nha 19.90

cac trang wed TMDT huu it khi 20.06 mua ban

Cronbach's Alpha l .581< 0.6 nn thang do khng t tin cy Ta b bin o thong tin luon cap nhatReliability Statistics Cronbach's Alpha N of Items .604 6

Cronbach's Alpha l .604> 0.6 nn thang t tin cyItem-Total Statistics Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted tien loi cho nguoi khong co thoi 16.61 gian di ra ngoai gia uu dai hon 17.07 4.820 5.111 5.301 4.482 5.469 4.503 .315 .217 .250 .521 .250 .507 .570 .614 .592 .481 .591 .486

thao khao tu nhieu nguon khac 17.06 nhau tiet kiem so voi mua hang truc 16.44 tiep duoc giao hang tan nha 16.54


23

Mn hc: Thng Mi in T nh gi v tnh d s dng Thng mi in t:


(Khi nim v tnh d s dng: L mc m mt ngi tin rng s dng trang web thng mi s khng cn n lc nhiu, khng i hi ngi dng c trnh , kin thc tin hc cao) Cc bin oo o o o o o o o o D dng d tm thng tin cn thit trn cc trang web Cc thng tin trn trang web TMT d hiu Quy trnh mua hng n gin Thao tc thc hin n hng kh khn Vic s dng cc dch v khch hng ca cc trang web kh khn Thng tin t vn c th, r rng Tc ti xung (download) ca cc trang web nhanh Khi ang s dng hay b ng hay ngt kt ni Cc trang web TMT d dng s dng

Reliability Statistics Cronbach's Alpha N of Items .558 8

Item-Total Statistics Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted de do tim thong tin can thiet tren 21.8857 cac trang wed cac thong tin tren wed de hieu qui trinh mua hang don gian 21.7857 22.1857 7.117 6.722 6.588 5.586 7.749 6.917 5.707 6.159 .165 .246 .219 .544 -.027 .186 .454 .361 .555 .532 .543 .422 .608 .551 .452 .492

thao tac thuc hien mua hang don 22.4714 gian viec xu dung ca dich vu tren wed 22.7000 don gian toc do load trang wed nhanh 22.4429

khi dang dung wed it bi ngat ket 22.3429 noi cac trang TMDT de su dung 21.9857

Cronbach's Alpha < 0.6 nn thang do khng t tin cy Ta loi b bin o: viec xu dung ca dich vu tren wed don gian

24

Mn hc: Thng Mi in TReliability Statistics Cronbach's Alpha N of Items .608 7


Item-Total Statistics Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted de do tim thong tin can thiet tren 19.1857 cac trang wed cac thong tin tren wed de hieu qui trinh mua hang don gian 19.0857 19.4857 6.820 6.456 6.137 5.338 6.513 5.450 5.743 .161 .235 .261 .535 .216 .448 .400 .617 .598 .593 .491 .604 .522 .542

thao tac thuc hien mua hang don 19.7714 gian toc do load trang wed nhanh 19.7429

khi dang dung wed it bi ngat ket 19.6429 noi cac trang TMDT de su dung 19.2857

Cronbach's Alpha > 0.6 nn thang t tin cy Thi ngi dng khi tham gia Thng mi in t Cc bin o o o o o Ch chn la ch uy tn mua hng online An tm khi thc hin mua bn trn mng C s thch mua hng trn mng Gii thiu cho ngi khc cng tham gia


25



Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted an tam khi mua ban tren mang 8.6714 2.601 2.658 2.706 2.038 .136 .183 .158 .120 .236 .189 .215 .284

co so thich mua hang tren mang 8.4571 ban hay gioi thieu nguoi khach 8.3000 mua hang tren mang khong ngai rui ro khi mua hang 9.0714 tren mang

Cronbach's Alpha < 0.6 nn thang do khng t tin cy Nhn thy khng loi b bin no d Cronbach's Alpha > 0.6 ta loi tt c cc bin.

Mc ri ro lin quan n sn phm, dch v giao dch (Khi nim v mc ri ro lin quan n sn phm/dch v: c giao khng ng chng loi, khng ng thi hn, ) o o o o Sn phm c giao cht lng khng tt nh gii thiu trn trang web Sn phm c giao khng ng chng loi c yu cu Sn phm c giao khng ng thi gian yu cu Khng c i sn phm khi khng t yu cu

o Khi i/ tr sn phm khch hng phi tr thm chi ph vn chuyn pht sinhReliability Statistics Cronbach's Alpha N of Items .275 5

26



Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted san pham duoc giao chat luong 13.77 khong tot nhu gioi thieu san pham duoc giao khong dung chung loai cua san pham da 13.89 duoc gioi thieu san pham duoc giao khong dung 13.76 thoi gian yeu cau khong duoc doi san pham khi 13.29 khong dat yeu cau khi doi tra san pham phai tra 13.64 them phi 3.657 .018 .334

3.059

.303

.076

3.404 2.845 3.769

.038 .274 .053

.330 .077 .293

Cronbach's Alpha < 0.6 nn thang do khng t tin cy Nhn thy khng loi b bin no d Cronbach's Alpha > 0.6 ta loi tt c cc bin. Mc ri ro lin quan n giao dch (Khi nim v mc ri ro lin quan n giao dch khi thc hin mua bn trn mng: khng an ton khi mua bn, thng tin c nhn b l, .) Cc bin o o o o o Thng tin c nhn ca khch hng khng c bo mt Thng tin yu cu ca khch hng b tht lc Thng tin yu cu ca khch hng b sai lch Vic thanh ton gp nhiu trc trc

o Tn tht ti chnh do gp s c khi thanh ton in t (tin trong ti khon b tr nhng h thng ca nh cung cp vn bo l cha nhn c tin). o Tn tht ti chnh do n hng b tht lc (khch hng b tr tin trong ti khon nhng nh cung cp khng nhn c n hng).Reliability Statistics Cronbach's Alpha N of Items .504 6

27



Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted thong tin ca nhan khong duoc 15.37 bao mat thong tin yeu cau cua khach 15.42 hang hay that lac thong tin yeu cau khach hang bi 15.56 sai lech viec thanh toan gap nhieu truc 15.13 trac tong that tai chinh do su co trong 15.13 giao dich don hang hay bi that lac 15.21 5.060 3.700 3.781 4.393 4.746 4.366 .103 .435 .414 .190 .096 .343 .523 .354 .368 .497 .543 .423

Cronbach's Alpha < 0.6 nn thang do khng t tin cy

Nhn thy khng loi b bin no d Cronbach's Alpha > 0.6 ta loi tt c cc bin

Kt lun do tin cy khng m bo nn thang o t 28 bin rt gn xung cn 13 bien51. 2.3 Phn tch nhn t khm ph Sau khi kim nh tin cy Cronbach Alpha ca cc thnh phn ca thang o, nghin cu tip tc thc hin phn tch nhn t khm ph (EFA) i vi cc thang o. Mc ch ca k thut phn tch nhn t khm ph l nhm xc nh cc yu t no c nh hng n xu hng thay i thi mua hng.

28

Mn hc: Thng Mi in TRotated Component Matrixa Component 1 thao tac thuc hien mua hang don gian cac trang wed TMDT huu it khi mua ban khi dang dung wed it bi ngat ket noi cac trang TMDT de su dung qui trinh mua hang don gian duoc giao hang tan nha tiet kiem so voi mua hang truc tiep de do tim thong tin can thiet tren cac trang wed cac thong tin tren wed de hieu thao khao tu nhieu nguon khac nhau gia uu dai hon toc do load trang wed nhanh thong tin luon cap nhat tien loi cho nguoi khong co thoi gian di ra ngoai .507 .792 .696 .689 .626 .558 -.549 .742 .717 .664 .536 2


3

4

.856 .851 .638 .872 .628

29

Mn hc: Thng Mi in T


Sau khi phn tch nhn t ta c 4 nhm yu t nh hng n hnh v mua hng ca ngi dngCc bin quan stthao tac thuc hien mua hang don gian cac trang wed TMDT huu it khi mua ban khi dang dung wed it bi ngat ket noi cac trang TMDT de su dung qui trinh mua hang don gian duoc giao hang tan nha tiet kiem so voi mua hang truc tiep de do tim thong tin can thiet tren cac trang wed cac thong tin tren wed de hieu thao khao tu nhieu nguon khac nhau gia uu dai hon toc do load trang wed nhanh thong tin luon cap nhat tien loi cho nguoi khong co thoi gian di ra ngoai

Tn nhm

Nhn thc v tnh d s dng

Nhn thc v s hu ch lin quan n dch v v sn phm Nhn thc v s hu ch lin quan n thng tin Nhn thc v s thun tin

Ta tin hnh gm nhm cc nhn t Ta kim tra li tin cy Cronbach's Alpha ca cc nhm mi. Nhm: Nhn thc v tnh d s dngReliability Statistics Cronbach's Alpha N of Items .721 5

Item-Total Statistics Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted thao tac thuc hien mua hang don 13.0714 gian khi dang dung wed it bi ngat ket 12.9429 noi cac trang TMDT de su dung qui trinh mua hang don gian 12.5857 12.7857 4.357 4.605 4.884 5.127 4.443 .616 .468 .419 .314 .608 .619 .679 .697 .738 .624


Cronbach's Alpha > 0.6 nn thang t tin cy30

Mn hc: Thng Mi in T


Nhm: Nhn thc v s hu ch lin quan n dch v v sn phmItem-Total Statistics Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted duoc giao hang tan nha 10.77 2.556 1.963 2.394 2.503 .427 .655 .522 .385 .682 .532 .628 .710

tiet kiem so voi mua hang truc 10.67 tiep de do tim thong tin can thiet tren 10.80 cac trang wed cac thong tin tren wed de hieu 10.70


Cronbach's Alpha > 0.6 nn thang t tin cy Nhm: Nhn thc v s hu t lin quan n thng tinReliability Statistics Cronbach's Alpha N of Items .758 3

Item-Total Statistics Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted gia uu dai hon 5.99 1.551 1.535 1.897 .536 .751 .505 .751 .492 .763

thao khao tu nhieu nguon khac 5.97 nhau toc do load trang wed nhanh 6.04

Cronbach's Alpha > 0.6 nn thang t tin cy Nhm: Nhn thc v s thun tin

31

Mn hc: Thng Mi in TReliability Statistics Cronbach's Alpha N of Items .554 2


Item-Total Statistics Scale Mean if Item Scale Variance if Corrected Item- Cronbach's Alpha if Deleted Item Deleted Total Correlation Item Deleted tien loi cho nguoi khong co thoi 3.36 gian di ra ngoai thong tin luon cap nhat 3.47 .494 .659 .387 .387 .a .a

a. The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.

Cronbach's Alpha< 0.6 nn thang t tin cy ta loi b tt c cc bin. ***Kt lun: sao khi phn tch ta c 3 nhm nhn t khm ph sauCc bin quan stthao tac thuc hien mua hang don gian cac trang wed TMDT huu it khi mua ban khi dang dung wed it bi ngat ket noi cac trang TMDT de su dung qui trinh mua hang don gian duoc giao hang tan nha tiet kiem so voi mua hang truc tiep de do tim thong tin can thiet tren cac trang wed cac thong tin tren wed de hieu thao khao tu nhieu nguon khac nhau gia uu dai hon toc do load trang wed nhanh

Tn nhm


Nhn thc v s hu ch lin quan n dch v v sn phm

Nhn thc v s hu ch lin quan n thng tin

32

Mn hc: Thng Mi in T


2.4

M hnh nghin cu c iu chnh theo thc t kho st


Nhn thc v s hu ch lin quan n dch v v snphm

Thi s dng TMDT Vit Nam

Nhn thc v s hu t lin quan n thng tin

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Mn hc: Thng Mi in T


CHNG 6: NG DNG KT QU NGHIN CUCn c vo mc tc ng ca tng yu t n thi mua hng ca ngi tiu dng trn mng Internet phn tch trong phng trnh hi quy, cn c vo kt qu hi quy, xin xut cc nhm gii php gi cc doanh nghip xem xt v thc hin Nhn thc v tnh d s dng Doanh nghip cn quy nh c th cc loi th thanh ton m h thng giao dch in t ca doanh nghip chp nhn. Trong thi gian gn y, ngi dn Vit nam ang dn lm quen vi cc loi th thanh ton in t nh: rt tin t ng (ATM), th tn dng (Credit card), th ghi n (Debit card)Tuy nhin, khng phi c nhn no cng c y cc loi th ny, v vy doanh nghip cn nghin cu k v chn la loi th thanh ton ph bin tt c ch th thanh ton c c hi tip cn vi trang web thng mi ca mnh, lm c iu ny chnh l doanh nghip to iu kin thun tin trong thanh ton in t cho khch hng. Cc doanh nghip c th rt ra bi hc kinh nghim t vic bn v trc tuyn ca hng Hng khng Pacific Airline va qua: trong thi gian u trin khai th hng ch p dng cho duy nht loi th tn dng Visa card cho nn ch c khch hng no c loi th tha yu cu th mi c th tham gia t hng v mua bn, iu ny v tnh doanh nghip hn ch c hi gia tng doanh thu cng nh nh mt khch hng tim nng. Tip theo trn, cc doanh nghip nn tin hnh kho st tnh ph bin ca cc loi th thanh ton trn th trng thit lp h thng chp nhn th thanh ton trn mng cho ph hp. Bn cnh hnh thc thanh ton trc tuyn thng qua th tn dng, doanh nghip c th trin khai song song hnh thc thanh ton bng tin mt trao tay, chuyn khon ngn hng nu nh khch hng c nhu cu. iu ny gip doanh nghip vn bn c hng v tng c hi m rng i tng giao dch. Ngoi ra, doanh nghip nn nghin cu v thi quen ca ngi tiu dng Vit nam l h thch s dng hnh thc thanh ton no trin khai hnh thc thanh ton trn trang web thng mi ca mnh ph hp nht. Nhn thc v s hu ch lin quan n dch v v sn phm Trong hot ng Thng mi in t, tnh hu ch lin quan n sn phm nh tnh a dng, thng tin cp nht kp thi chnh xc cng c nh hng n thi mua hng. T kt qu nghin cu c th ny, tc gi cho rng cc doanh nghip cn quan tm hn na n hot ng gia tng tnh hu ch ca sn phm, tng cng k thut qung co34

Mn hc: Thng Mi in T


sn phm. Mun thc hin iu ny, cc doanh nghip cn phi thc hin theo hng sau: Cung cp sn phm a dng, tng cng k thut qung co sn phm: Gia tng tnh hu ch ca tng sn phm giao dch trn mng th hin vic: trng by sn phm p, hnh nh ging vi sn phm thc t v cht lng ca hnh nh sn phm tt, cung cp sn phm a dng thu ht, hp dn ngi tiu dng c thi tch cc i vi Thng mi in t. Sn phm by bn trn cc ca hng o phi phong ph c v mt hng ln chng loi hng. Mt ca hng trng by bt mt vi nhiu mt hng th s tng c hi gh thm mua hng ca ngi dng v lc ny thi mua hng ca khch hng c xu hng tch cc. Cp nht kp thi v chnh xc cc thng tin lin quan sn phm:Mt trang web thng mi d c trng by p n u nhng cc thng tin v sn phm nh: gi c, khuyn mi, xut x, nh cung cp, cng dng, khng c cp nht kp thi th cng d dng gy cho ngi mua hng cm gic khng hi lng, v c th dn n s mt lng tin i vi trang web v thi mua hng lc ny ca ngi tiu dng chuyn bin theo xu hng tiu cc. Thng tin v sn phm cng chi tit bao nhiu th cng tt by nhiu, trang web trng by sn phm cn m t chnh xc nhng g m ngi mua s c c. Khch hng s rt hi lng nu nh trn trang web bn snh s thy tinh, doanh nghip c cp n cc vn st m, rn nthay l nhng thng tin cn thit khc c lin quan n sn phm ny, thm ch nhng cu chuyn lin quan n sn phm nh l lm th no c c chic bnh c em t Anh quc v y. V vy, mun tng doanh thu t vic bn hng qua mng Internet th cc doanh nghip khng th b qua yu t tnh hu ch lin quan n sn phm bng cch khng ngng hon thin v gia tng tnh hu ch ca sn phm tc ng tch cc n thi mua hng ca khch hng. Nhn thc v s hu ch lin quan n thng tin Trong Thng mi in t, ngi bn v ngi mua giao tip trong th gii o, h khng bit r v nhau, khng thy mt nhau th lm th no h tin tng m giao dch vi nhau? gii quyt vn ny, cc doanh nghip cn m bo s minh bch v tin cy ca ba tiu ch sau: - Tnh r rng (transparency): trn trang web thng mi ca doanh nghip phi ng ti mi thng tin v cc iu khon mua bn v khuyn co ngi mua nn c k cc thng tin ny trc khi quyt nh mua hng. - Tnh tin cy (reliability): bao gm tnh tin cy trong thng tin ng ti (doanh nghip phi n lc trong vic a tin trung thc v cp nht nhng thng tin ny thng35

Mn hc: Thng Mi in T


xuyn), tnh tin cy trong giao dch in t (doanh nghip m bo s dng cng ngh truyn tin an ton), tnh tin cy v h thng hot ng (doanh nghip m bo khng gy ra sai st nghim trng). - Tnh bo mt v ring t (confidentiality v privacy): nhng thng tin v khch hng, c bit l nhng thng tin quan trng nh th tn dng, in thoi,phi c bo mt v tn trng, c ngha doanh nghip khng t lu tr v bn hay s dng tri php nhng thng tin ny. Tip th trn mng cng cn phi c tip th trc tip (gp g, tip xc khch hng) mi c th thnh cng, bi v: ngi mua hng rt mun mua c sn phm vi gi r trn mng nhng li ngn ngi khi k kt hp ng vi cc nh cung cp m h khng c nhiu thng tin, ngi mua hng cha phi hon ton quen thuc vi giao dch thng mi k thut s. Song song vi cc li ch r rt, trc mt cng nh lu di; Thng mi in

t , ang, v cn tip tc t ra hng lot cc i hi phi p ng, v cc vn cn phi gii quyt, trn tt c cc bnh din bao gm: doanh nghip, quc gia v quc t. Nhng i hi ca thng mi in t l mt tng th ca hng chc vn phc tp an xen vo nhau trong mt mi quan h hu c; v bao gm: H tng c s cng ngh: Ch c th tin hnh thc t v mt cch c hiu qu thng mi in t khi c mt h tng c s cng ngh thng tin nng lc, bao gm hai nhnh: tnh ton (computing) vtruyn thng (communications), hai nhnh ny ngoi cng ngh thit b cn cn phi c mt nn cng nghip in t vng mnh lm nn; v hin nay ang c xu hng a c cng ngh bo mt v an ton vo c s h tng cng ngh ca thng mi in t. i hi v h tng c s cng ngh bao gm hai mt: mt l tnh tin tin, hin i v cng ngh v thit b, hai l tnh ph cp v kinh t ( r tin ng o con ngi c th thc t tip cn c). H tng c s nhn lc: Hot ng thng mi, theo ng ngha ca ch "thng mi" trong "thng mi in t", lin quan ti mi ngi, t ngi tiu dng n doanh nghip, phn phi, Chnh ph, cc nh cng ngh, nn vic p dng thng mi in t tt yu i hi a s con ngi phi c k nng thc t ng dng cng ngh thng tin mt cch c hiu qu, c thi quen lm vic trn my tnh, trn mng my tnh, v cn phi c mt i ng chuyn gia thng tin mnh. Bo mt, an ton: Giao dch thng mi qua cc phng tin in t, trong mi d liu (k c ch k) u dng s ho, t ra yu cu nghim ngt v tnh bo mt, an ton, trnh mt tin, la gt, thay i thng tin, xm nhp d liu, v.v... l cc ri ro ngy mt ln, khng ch vi ngi bun bn, m c vi ngi qun l, vi tng quc gia, v cc h thng in t c th b k xu (thng gi l "hacker") xm nhp, i hi36

Mn hc: Thng Mi in T


phi c cc h thng bo mt, an ton c thit k trn c s k thut m ha hin i, v mt c ch an ninh hu hiu (nht l i vi cc h thng c lin quan ti an ninh quc gia). Ngoi ra, cn c nhu cu ngy cng tng v gi gn b mt ring t. H thng thanh ton t ng: Thng mi in t ch c th thc hin thc t v c hiu qu khi tn ti mt h thng thanh ton ti chnh mc pht trin cao, cho php tin hnh thanh ton t ng (trong "th thng minh") c vai tr c bit quan trng trong kinh doanh bn l; khi cha c h thng ny, th thng mi in t ch gii hn trong khu trao i tin tc, cn vic bun bn hng ha v dch v vn phi kt thc bng tr tin trc tip hoc qua cc phng tin thanh ton truyn thng; hiu qu s thp, rt c th khng b p chi ph trang b phng tin thng mi in t. Bo v s hu tr tu: Gi tr ca sn phm ngy nay tp trung "cht xm"; ti sn ca con ngi, ca quc gia, ang quy dn v "ti sn cht xm", thng tin tr thnh ti sn, v bo v ti sn cui cng s tr thnh bo v s hu tr tu. V th trong vic truyn gi cc d liu qua mng ni ln vn bo v s hu cht xm v bn quyn ca cc thng tin (hnh thc qung co, nhn hiu thng mi, cu trc c s d liu, cc ni dung truyn gi), cc kha cnh phc tp hn nhiu so vi vic bo v s hu tr tu trong nn kinh t vt th. Bo v ngi tiu dung: Bo v ngi tiu dng l mc tiu ngy cng c cao trong thng mi. Quy cch phm cht hng ha, v cc thng tin lin quan trong thng mi in t u dng s ha, nn ngi mua chu ri ro ln hn so vi giao dch thng mi vt th; b cu, phi c c ch trung gian v gim st m bo cht lng, l mt kha cnh ang ni ln trc thc tin ri ro ang ngy cng gia tng trong giao dch thng mi in t, xm phm vo quyn li ca ngi tiu dng. Mi trng kinh t v php l: Mi mt quc gia, thng mi in t ch c th tin hnh khi tnh php l ca n c tha nhn (biu hin c th bng s tha nhn php l gi tr ca cc giao dch in t, ch k in t, ch k s ha, cc thanh ton in t, cc d liu c xut x t cc c quan nh nc, s hu tr tu hm cha trong thng tin trn Website, b mt i t, v bo v php l i vi mng thng tin chng ti phm xm nhp), v c cc c quan xc thc hoc chng nhn ch k in t, v.v...; Ngoi ra, cn i hi mi doanh nghip, hng ha v dch v u c m ha thng nht; mt h thng thu thch hp x l cc d liu v cc dch v mua bn qua mng; ni cch khc, i hi phi c mt mi trng kinh t tiu chun ha mc cao, vi cc kha cnh ca thng mi in t c phn nh y trong quan h ni lut. Trn bnh din quc t, vn mi trng php l cn phc tp hn na, v cc trao i l xuyn quc gia, i hi phi c s hi ha gia cc h thng php lut v h thng chnh tr khc nhau. Tc ng vn ho x hi: Tc ng vn ha x hi ca thng mi in t xut hin khi s dng Internet lm cng c giao tip, nh khi tin hnh thng mi in t qua bin37

Mn hc: Thng Mi in T


gii (vi nc khc), hoc nu trong mt quc gia nhng s dng Iternet, Web lm cng c mng. Internet c th tr thnh "hp th" giao dch mua bn dm, ma tu, v bun lu; cc lc lng phn x hi a ln Internet phim con heo, cc tuyn truyn kch dc c mc ch i vi tr em, cc hng dn lm bom th, lm cht n ph hoi, cc loi tuyn truyn kch ng bo lc, phn bit chng tc, k th tn gio, v.v...; Internet cng c th tr thnh mt phng tin thun li cho cc lc lng chng i s dng tuyn truyn, kch ng lt Chnh ph v hoc gy ri lm lon trt t x hi; ngoi ra phi tnh ti tc ng v cun ht thanh nin theo cc li sng khng ph hp vi bn sc vn ho dn tc (nu ch lm thng mi in t trong nc, thng qua ni mng cc doanh nghip, s dng mng quc gia, m khng dng Internet, th khng cn tnh ti tc ng tiu cc ny; nhng nu khng li dng Internet lm cng c giao tip chung, m thit lp cc mng ring th khng c tnh kinh t, v vic lm thng mi in t vi nc ngoi s b hn ch). L thuc cng ngh: Hoa K ang khng ch ton b cng ngh thng tin trn th gii, c phn cng cng nh phn mm (bao gm phn mm h thng v phn mm ng dng), chun cng ngh Internet, cc phn mm tm kim v trnh duyt ch yu cng l ca Hoa K, Hoa K i u v c nhiu thc tin v kinh t s ha v thng mi in t. Mt khi thng mi c s ha th ton th gii s chu s khng ch cng ngh Hoa K v cc nc tin tin gn vi Hoa K, l iu c th a ti nhiu h qu.

Ti liu tham kho[1] Bi ging ca thy H Vn Hip [2] www.google.com. [3] http://www.phattrienviet.com/content/view/67.html[4] http://www.thuongmaidientu.edu.vn/

BNG KHO STXin cho cc bn! Chng ti l sinh vin khoa Qun l cng nghip trng i Hc Bch Khoa TPHCM. Nhm chng ti hin ang nghin cu v Cc nhn t nh hng n xu38

Mn hc: Thng Mi in T


hng thay i thi s dng Thng mi in t (TMT) Vit nam. Cuc kho st ny nhm xc nh cc yu t lin quan n xu hng thay i thi s dng TMT. Bn cnh l nhn dng nhng vn cn c u tin quan tm. T xut mt s gii php gi ph hp Rt mong cc bn dnh cht thi gia`n tr li bng cu hi sau y. Xin chn thnh cm n.I.

Thng tin c nhn:

Xin bn vui lng cho bit mt s thng tin c nhn sau: Gii tnh: Ngh nghip hin ti ca bn? Bn l sinh vin nm my? Thu nhp bnh qun hng thng triu 4 n 6 triu > 9 triu tng s dng dch v Thng mi in t? Khng II. Bng cu hi: i vi mi pht biu, xin nh du vo con s phn nh MC TN THNH ca cc bn theo thang im t 1 n 5 theo qui c sau: 1- Hon ton khng ng ; 3- Khng ng cng khng phn i ng 4- ng 2- Khng ng 5- Hon ton C 6 n 9 triu Nam I LM 1 2

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