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MC LC
A. PHN M U ................................................................................................... 2
1. L do chn ti ............................................................................................... 2
2. Mc ch nghin cu ......................................................................................... 4
3. i tng v khch th nghin cu .................................................................... 4
4. Phng php nghin cu .................................................................................... 5
5. Phm vi nghin cu ........................................................................................... 5
6. Kt cu ti ........................................................................................................... 5
B. NI DUNG ........................................................................................................... 6
CHNG 1: C S L THUYT ......................................................................... 6
1.1. Xu hng mua sm trc tuyn ..................................................................... 6
1.2. Cc ti nghin cu trc y .................................................................. 8
CHNG 2: THC TRNG V GII PHP CA VN NGHIN CU ......... 10
2.2. Tng quan v th trng thng mi in t ................................................. 10
2.2.1. Cc khi nim v Thng mi in t .............................................................. 10
2.2.2. Th trng thng mi in t Vit Nam ...................................................... 10
2.2.3. Cc thng tin thu thp c t kt qu iu tra ................................................ 11
2.3. Trnh t tin hnh nghin cu .................................................................... 19
2.3.1. Xy dng m hnh v thit k thang o .......................................................... 19
2.3.2. Lp bng hi v thc hin kho st ................................................................. 20
2.4. Kt qu nghin cu ................................................................................... 20
2.4.1 Kt qu kim nh tin cy ca thang o ........................................................ 20
2.4.2 Kt qu phn tch cc nhn t khm ph EFA ................................................... 22
2.4.3 Kt qu phn tch hi quy ................................................................................. 24
C. KT LUN V KIN NGH ............................................................................. 26
Ph lc ...................................................................................................................... 28
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A. PHN M U
1. L do chn ti
Ngy nay, vi s bng n mnh m ca cng ngh thng tin, cc hot ng
giao dch, mua bn trc tuyn ngy cng c nhiu ngi quan tm, bit n - c
bit l ngi tiu dng trn a bn H Ni v ang tr thnh xu hng mua sm mi
ca ngi Vit. Vn t ra cho cc nh kinh doanh lnh vc ny l bng cch no
m bo c hiu qu, tc l phi xc nh cc nhn t tc ng c nhng gii php
thch hp nhm thu ht ngi tiu dng chn mua sm qua loi hnh thng mi in
t ngy cng nhiu. l l do nhm chng em quyt nh nghin cu v ti:
PHN TCH CC NHN T NH HNG N XU HNG MUA SM
TRC TUYN CA NGI TIU DNG TI TP. H NI.
Theo nghin cu ca ICTnews v tnh hnh ph cp Internet nm 2014, trong
sut 17 nm tr li y, Vit Nam l quc gia c tc tng trng Internet nhanh
nht th gii. Cc chuyn gia nhn nh, thi gian trc tuyn ca ngi tiu dng cng
lu th c hi cc lnh vc nh thng mi in t hay cc dch v trc tuyn pht
trin cng cao, c bit l th trng giu tim nng nh Vit Nam.
Cng theo bo co ca NetCitizens Vit Nam, tui trung bnh s dng
Internet ti Vit Nam l 29, thp hn tui trung bnh ca dn s l 36. Ch c
khong 25% ngi dng Internet trn 35 tui.S lng ngi cao tui s dng Internet
rt thp, ch t khong 2 triu ngi.
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Biu 1: Biu th hin tui ca ngi s dng Internet so vi tng dn s
Theo trnh hc vn v ngh nghip, khong 54% s ngi s dng Internet
c trnh Cao ng, i hc tr ln. cc th ln, s lng ngi s dng
Internet c trnh hc vn cao hn so vi cc a phng khc.Mt phn ba s ngi
s dng Internet l sinh vin hc sinh. Nhn chung, 70% ngi s dng Internet l b
phn tr thc, nhn vin vn phng, cn li l cng nhn, ni tr, tiu thng bun bn
nh, ch ca hng
Biu 2: Biu th hin ngh nghip ca nhng ngi s dng Internet
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Do , nhm khch hng mc tiu ca hnh thc mua sm trc tuyn, cc trang
thng mi in t s tp trung ch yu vo 2 nhm i tng l nhn vin vn phng
v sinh vin. V vy, nhm nghin cu quyt nh chn 2 nhm i tng ny tin
hnh kho st. y l nhm i tng am hiu cng ngh, c trnh v bit nm bt
thng tin.
2. Mc ch nghin cu
Cc nghin cu v hnh thc mua sm trc tuyn Vit Nam cn cha nhiu
nn nhm thc hin ti ny vi mong mun s ng gp mt phn no lm t
liu nghin cu cho cc nhm nghin cu sau ny khi mun tm hiu su hn v hnh
thc mua sm trc tuyn. Nghin cu a ra cc yu t tc ng n vic mua sm
trc tuyn ca ngi tiu dng trn a bn thnh ph H Ni. Vi bin c lp l cc
yu t c cp m hnh nghin cu, bin ph thuc l xu hng mua sm trc
tuyn ca ngi tiu dng s cho thy u l yu t chnh tc ng n xu hng
mua sm trc tuyn v yu t no l quan trng. T a ra mt s nhng gi v
chnh sch cho cc cng ty, cc doanh nghip ang hot ng trong lnh vc thng
mi in t.
3. i tng v khch th nghin cu
Cng ngh thng tin ngy cng pht trin, ko theo l nhiu dch v pht
trin theo. Thng mi in t l mt trong nhng lnh vc giu tim nng trong s
nhng dch v .Chnh v th, nhm i tng m thng mi in t hng ti l
nhn vin vn phng v sinh vin.y l nhm i tng am hiu cng ngh, c trnh
v bit nm bt thng tin. Sinh vin l nhng ngi tr tui, ham thch ci mi, yu
thch cng ngh, thng xuyn cp nht cng nh nm bt tro lu.Nhn vin vn
phng l nhng ngi tip xc nhiu vi my tnh, c thi gian tip cn vi
internet.Tuy nhin, h khng c thi gian nhiu cho vic mua sm. V vy, nhm
nghin cu quyt nh chn 2 nhm i tng ny tin hnh kho st.
H Ni l ni tp trung ng dn c, l thnh ph pht trin, cng l ni m
nhm nghin cu ang cng tc.Chnh v th, ti hng n nhng ngi tiu dng
trn a bn thnh ph H Ni thun tin hn trong qu trnh nghin cu.
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4. Phng php nghin cu
C nhiu phng php nghin cu khc nhau c s dng trong khi nghin
cu. Tuy nhin, trong ti ny, nhm nghin cu s dng kt hp nhiu phng
php
- Phng php nghin cu ti liu: s dng cc nghin cu ca nhng ngi i
trc lm thng tin trong qu trnh thc hin.
- Phng php iu tra: s dng 200 phiu iu tra tin hnh thu thp d liu
cho cuc nghin cu.
- Phng php tng kt kinh nghim: tham kho kin ca gio vin hng dn
v nhng ngi c kinh nghim.
- Phng php lng ha bng SPSS
- Phng php phn tch tng hp.
5. Phm vi nghin cu
ti c thc hin nhm tm ra cc nhn t nh hng n xu hng mua
sm trc tuyn ca ngi tiu dng, v c tin hnh kho st i tng c kinh
nghim mua sm trc tuyn ti khu vc H Ni vi hai nhm i tng l nhn vin
vn phng v sinh vin ti cc trng i hc, cao ng.
6. Kt cu ti
Chng 1: C s l thuyt
Chng 2: Thc trng v gii php ca vn nghin cu
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B. NI DUNG
CHNG 1: C S L THUYT
1.1. Xu hng mua sm trc tuyn
Theo nh ngha ca t in kinh doanh ( business dictionary), xu hng mua
sm hay xu hng tiu dng c xem nh l thi quen hay hnh vi v mua sm hng
ha dch v, v n c cp n nhng ni dung bao gm chn loi sn phm
mua, cch thc mua v ni mua. Xu hng mua sm biu th xu hng ca ngi tiu
dng trong vic thc hin mt hnh vi tiu dng. Hnh vi mua sm ca con ngi l
mt qu trnh nhn thc nhu cu n quyt nh mua, chu nh hng bi nhiu yu t
v b tc ng bi mt s nhn t nh vn ha, yu t x hi, yu t c nhn v yu t
tm l.(Kotler & Ammstrong 2007).
Mua sm trc tuyn l mt qu trnh m khch hng mua trc tip hng ha
hoc dch v t mt ngi bn trong mt thi gian xc thc thng qua Internet, qu
trnh ny khng qua dch v trung gian, y chnh l mt dng ca thng mi in t.
Mua sm trc tuyn mang li li ch cho c ngi mua v ngi bn v phng din
tm kim khch hng, thng qua sn phm , qu trnh tng tc v phn phi sn phm.
Ngi bn nhn c thanh ton nhanh chng t pha ngi mua thng qua Internet
v khng phi tn chi ph u t h thng phn phi. i vi ngi mua th c th
mua hng bt c u, bt k thi gian no, ngay c khi nh v tip cn cc nh cung
cp xa.
Thng thng, mi ngi mua u c mt khon thu nhp gii hn, mt trnh
hiu bit nht nh v sn phm v kinh nghim mua hng. Trong nhng iu kin
nh vy, ngi mua s phi quyt nh chn mua nhng sn phm no, ca ai, vi s
lng bao nhiu v chn mua theo hnh thc dch v nh th no nhm ti a ha s
tha mn hay tng li ch ca h khi tiu dng cc sn phm .
Tng li ch ca khch hng l ton b nhng li ch m khch hng mong i
mi sn phm hay dch v nht nh, c th bao gm li ch ct li ca sn phm, li
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ch t cc dch v km theo sn phm, cht lng v kh nng nhn s ca nh sn
xut, uy tn v hnh nh ca doanh nghip,...
nh gi ng xu hng la chn mua sn phm qua mng trc tuyn ca
ngi tiu dng, ngoi vic xem xt mc m mt sn phm c th tha mn mong
mun ca ngi mua, tc l nhng li ch m sn phm c th em li cho h, cn
nh gi thng qua mc tin li khi mua trc tuyn; chng loi, mu m hng bn
trc tuyn; mc tin tng ca ngi tiu dng khi mua hng trc tuyn; mc
ch v gi, nh gi v vic khuyn mi khi mua hng trc tuyn.
tin li l kh nng, thi lch s v mc nhanh chng trong vic mua
hng. Ngi mua khng tn cng sc, thi gian i li, c th mua mi lc mi ni;
hng ha d thy d tm; vic mua hng nhanh chng d dng; khng b nhn vin ca
hng lm phin v khng ngi khi khng mua hay hy n hng.
Phong ph v mu m, a dng v chng loi, hng ha lun y , ngun gc
xut x, thng hiu r rng l nhng iu m thu ht ngi ti
