1. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni i MC LC DANH MC T VIT
TT...............................................................................iv
DANH MC BNG BIU
....................................................................................v
DANH MC HNH V
.......................................................................................vi
LI CM N
....................................................................................................viii
LI CAM
OAN...................................................................................................x
M U
................................................................................................................1
1.Tnh cp thit ca ti
........................................................................................1
2. Mc ch nghin
cu............................................................................................2
3. i tng v phm vi nghin cu
........................................................................3
4. Phng php nghin
cu......................................................................................3
5. Kt cu ca lun
vn............................................................................................3
CHNG 1 C S L THUYT V HNH VI NGI TIU DNG, HNH VI CHP NHN S DNG DCH
V, DCH V INTERNET 3G V M HNH CU TRC TUYN
TNH................................................................4
1.1. C s l thuyt v hnh vi ngi tiu dng
...............................................4 1.1.1 Hnh vi ngi
tiu dng trong kinh t hc
..............................................4 1.1.2 L thuyt hnh
vi ngi tiu dng trong marketing.................................5
1.2 C s l thuyt v hnh vi chp nhn s dng dch
v..............................8 1.2.1 Khi nim v hnh vi chp nhn s
dng dch v ...................................8 1.2.2 Cc m hnh nh gi
hnh vi chp nhn s dng dch v ......................9 1.3 Dch v
internet
3G....................................................................................19
1.3.1Mng 3G v dch v internet
3G............................................................19
1.3.2 Cc nh cung cp dch v internet 3G ti Vit
Nam..............................22 1.4 M hnh cu trc tuyn
tnh......................................................................24
1.4.1 Gii thiu tng qut v m hnh cu trc tuyn
tnh..............................24 1.4.2 Phn tch khng nh nhn
t................................................................24
1.4.3 Phn tch ng dn
.............................................................................27
1.4.4 Phng php c lng bootstrap
........................................................28 1.4.5
Phn tch a nhm
................................................................................28
CHNG 2 M HNH V PHNG PHP NGHIN CU ........................30 2.1 M
hnh v gi thuyt nghin
cu.............................................................30
2.2 Quy trnh nghin
cu.................................................................................35
2.3 Thit k nghin cu
...................................................................................37
2.3.1 Thit k bng cu hi v la chn mc thang
o..............................37 2.3.2 Tng th, mu nghin cu v phng
php thu thp d liu .................40 2.4 Phng php phn tch d
liu.................................................................41
2.4.1 Thng k m t mu
.............................................................................42
2.4.2 nh gi s b thang o
.......................................................................42
2.4.3 Phn tch khng nh nhn
t................................................................43
2.4.4 Phn tch bng m hnh cu trc tuyn
tnh...........................................43
2. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni ii 2.4.5 Phn tch a nhm
................................................................................44
CHNG 3 KT QU NGHIN CU V THO LUN..............................45 3.1
M t mu nghin
cu...............................................................................45
3.2 Kt qu nh gi s b thang
o...............................................................46
3.2.1 Kt qu nh gi s b thang o nhn t tc ng i mi ................47
3.2.2 Kt qu nh gi s b thang o nhn t tnh d s dng cm nhn...47 3.2.3
Kt qu nh gi s b thang o nhn t nh hng x hi ...............47 3.2.4
Kt qu nh gi s b thang o nhn t tnh hu ch cm nhn........48 3.2.5 Kt
qu nh s b thang o nhn t quan im s dng...................48 3.2.6 Kt
qu nh gi s b thang o nhn t cht lng dch v v thng tin
................................................................................................................48
3.2.7 Kt qu nh gi s b thang o nhn t d nh s dng .................49
3.2.8 Kt qu nh gi s b thang o bin ph thuc hnh vi s dng ......49 3.3
Kt qu phn tch khng nh nhn t
.....................................................49 3.3.1 Kt qu
phn tch CFA thang o nhn t tnh d s dng cm nhn ..50 3.3.2 Kt qu phn
tch CFA thang o nhn t tnh hu ch cm nhn........51 3.3.3 Kt qu phn
tch CFA thang o nhn t nh hng x hi ...............51 3.3.4 Kt qu phn
tch CFA thang o nhn t quan im s dng.............52 3.3.5 Kt qu phn
tch CFA thang o nhn t cht lng dch v v thng tin
................................................................................................................52
3.3.6 Kt qu phn tch CFA thang o nhn t d nh s dng.................53
3.3.7 Kt qu phn tch CFA thang o bin ph thuc hnh vi s dng......54
3.3.8 Kt qu phn tch m hnh ti hn
........................................................54 3.4 Kt
qu phn tch bng m hnh cu trc tuyn tnh v kim nh gi
thuyt................................................................................................................57
3.4.1Kt qu phn tch bng m hnh cu trc tuyn tnh v kim nh gi thuyt
nghin cu
..........................................................................................58
3.4.2 Kt qu kim nh bootstrap
.................................................................61
3.4.3 nh gi tc ng ca cc nhn t ti hnh vi s dng
.........................62 3.5 nh gi s khc bit ca cc nhn t nh hng
ti hnh vi s dng theo cc bin nhn khu hc
...........................................................................63
3.5.1 Kt qu phn tch s khc bit theo gii
tnh.........................................63 3.5.2 Kt qu phn tch
s khc bit theo ngh nghip...................................68 3.5.3
Kt qu phn tch s khc bit theo doanh nghip cung cp dch v .....72
3.5.4 Kt qu phn tch s khc bit theo tnh cht di chuyn ca khch hng76
3.5.5 Kt qu phn tch s khc bit theo hnh thc thu bao s
dng............80 3.5.6 Kt qu nh gi s khc bit theo hnh thc s dng
dch v ca khch hng
..............................................................................................................84
3.6 Hin trng nh gi ca khch hng v hnh vi s dng v cc nhn t trong m
hnh...................................................................................................88
3.6.1 nh gi ca khch hng i vi hnh vi s dng
.............................88 3.6.2 nh gi ca khch hng i vi nhn t
tc ng i mi ...............88 3.6.3 nh gi ca khch hng i vi nhn t tnh
d s dng cm nhn..89
3. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni iii 3.6.4 nh gi ca khch hng i vi nhn t tnh hu ch cm
nhn.......90 3.6.5 nh gi ca khch hng i vi nhn t quan im s
dng............90 3.6.6 nh gi ca khch hng i vi nhn t nh hng x hi
..............91 3.6.7 nh gi ca khch hng i vi nhn t cht lng dch v v
thng tin
................................................................................................................92
3.6.8 nh gi ca khch hng i vi nhn t d nh s dng ................93
3.7 Tho lun kt qu nghin
cu...................................................................94
CHNG 4 KT LUN, XUT V KIN NGH...................................105
4.1 Kt lun
....................................................................................................105
4.2 xut gii php
.....................................................................................106
4.2.1 Tp trung ci thin tnh hu ch ca dch v i vi khch hng.........106
4.2.2 Nng cao cht lng dch v v thng tin
...........................................108 4.2.3 Ci tin cc gi
dch v theo hng n gin, d s dng tng tri nghim ngi
dng......................................................................................111
4.2.4 To thi thn thin t khch hng vi cc gi gi dch v cung cp112 4.2.5
Thit k tnh nng cc gi gi sn phm tp trung vo tnh mi ca cng ngh
............................................................................................................114
4.2.6 Cc gi php
khc...............................................................................115
4.3 Kin ngh
..................................................................................................115
4.3.1 Kin ngh vi cc nh cung cp dch
v..............................................115 4.3.2 Kin ngh vi
c quan qun l nh nc v vin thng.......................119 4.4 ng gp
ca nghin cu
........................................................................119
4.5 Hn ch v hng nghin cu tip
theo..................................................120 TI LIU
THAM KHO
.................................................................................121
DANH MC NGHIN CU CNG B CA TC GI........................126 PH LC
01: BNG HI IU TRA
............................................................128 PH
LC 02: CU HI PHNG VN BN CU TRC SAU NGHIN CU NH LNG
.........................................................................................132
PH LC 03: KT QU NH GI S B THANG
O...........................133
4. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni iv DANH MC T VIT TT Vit tt Ting Anh Ting Vit TRA
Theory of Reasoned Action M hnh hnh ng hp l TPB Theory of Planned
Behaviour M hnh hnh vi d nh TAM Technology Acceptance Model M hnh
chp nhn cng ngh UTAUT Unified Theory of Acceptance and Use of
Technology M hnh chp nhn v s dng cng ngh ISS Information Systems
Success Model M hnh thnh cng h thng thng tin IDI Innovation
Diffusion Theory L thuyt khuch tn i mi SCT Social Cognitive Theory
L thuyt nhn thc x hi SEM Structural Equation Modelling M hnh cu trc
tuyn tnh CFA Confirmatory Factor Analysis Phn tch khng nh nhn t EFA
Exploratory Factor Analysis Phn tch khm ph nhn t CFI Comparative
Fit Index Ch s thch hp so snh TLI Tucker Lewis Index Ch s Tucker
Lewis GFI Goodness of Fit Index Ch s thch hp m hnh RMSEA Root Mean
Square Error of Approximation Ch s RMSEA
5. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni v DANH MC BNG Bng 2.1 Cc bin quan st trong m hnh
............................................................ 38 Bng
3.1 M t mu iu
tra.................................................................................
46 Bng 3.2 Hip phng sai, tng quan gia cc
bin............................................ 56 Bng 3.3 H s tin
cy tng hp v phng sai trch cc nhn t trong m hnh ... 57 Bng 3.4 H s
hi quy ca cc mi quan h trong m hnh khi c bin XH......... 59 Bng 3.5
Kt qu c lng bng bootstrap vi c mu 1000
.............................. 62 Bng 3.6 Tc ng ca cc nhn t ti hnh
vi s dng dch v............................ 63 Bng 3.7 c lng m hnh
kh bin ca m hnh theo gii tnh........................ 64 Bng 3.8 Kt
qu kim nh la chn m hnh theo gii tnh................................
68 Bng 3.9 c lng m hnh kh bin ca m hnh theo ngh
nghip.................. 68 Bng 3.10 Kt qu kim nh la chn m hnh theo
ngh nghip........................ 72 Bng 3.11 c lng m hnh kh bin
theo nh cung cp dch v ...................... 72 Bng 3.12 Kt qu kim
nh la chn m hnh theo nh cung cp....................... 76 Bng 3.13
Kt qu c lng m hnh kh bin theo tnh cht di chuyn ca khch
hng......................................................................................................................
76 Bng 3.14 Kt qu kim nh la chn m hnh theo tnh cht di chuyn ca khch
hng......................................................................................................................
80 Bng 3.15 Kt qu c lng m hnh kh bin theo hnh thc thu bao s dng. 80
Bng 3.16 Kt qu kim nh la chn m hnh theo loi thu bao s dng..........
84 Bng 3.17 Kt qu c lng m hnh kh bin theo hnh thc s dng dch v ca
khch
hng............................................................................................................
84 Bng 3.18 Kt qu kim nh la chn m hnh theo hnh thc s dng dch v ca
khch
hng............................................................................................................
88 Bng 3.19 Kt qu nh gi v hnh vi s dng ca khch hng
....................... 88 Bng 3.20 Kt qu nh gi v nhn t tc ng i mi
ca khch hng ......... 89 Bng 3.21 Kt qu nh gi v nhn t tnh d s dng
cm nhn ca khch hng
.............................................................................................................................
89 Bng 3.22 Kt qu nh gi v nhn t tn hu ch cm nhn ca khch hng... 90
Bng 3.23 Kt qu nh gi v nhn t nh hng x hi ca khch hng......... 91
Bng 3.24 Kt qu nh gi v nhn t cht lng dch v v thng tin ca khch
hng......................................................................................................................
92
6. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni vi DANH MC HNH Hnh 1.1 M hnh n gin hnh vi ca ngi
mua................................................. 5 Hnh 1.2 M
hnh chi tit hnh vi ca ngi
mua.................................................... 6 Hnh 1.3
Quy trnh thng qua quyt nh mua
hng................................................ 7 Hnh 1.4 Vng i
thch nghi cng
ngh...............................................................
10 Hnh 1.5 M hnh l thuyt hnh ng hp
l....................................................... 12 Hnh 1.6
M hnh hnh vi d nh
........................................................................
14 Hnh 1.7 M hnh cp nhn cng
ngh..................................................................
15 Hnh 1.8 M hnh
UTAUT....................................................................................
16 Hnh 1.9 M hnh thnh cng h thng thng tin ca Delone v McLean
............. 18 Hnh 1.10 M hnh thnh cng h thng thng tin ca Delone
v McLean cp nht
.............................................................................................................................
19 Hnh 1.11 M t phn tch ng
dn...................................................................
27 Hnh 2.1 M hnh nghin cu
...............................................................................
31 Hnh 2.2 Quy trnh nghin
cu..............................................................................
35 Hnh 3.1Phn tch CFA m hnh o lng nhn t tnh d s dng cm nhn ... 50
Hnh 3.2 Phn tch CFA m hnh o lng nhn t tnh hu ch cm nhn........ 51
Hnh 3.3 Phn tch CFA m hnh o lng nhn t nh hng x hi ...............
52 Hnh 3.4 Phn tch CFA m hnh o lng nhn t quan im s dng.............
52 Hnh 3.5 Phn tch CFA m hnh o lng nhn t cht lng dch v v thng
tin........................................................................................................................
53 Hnh 3.6 Phn tch CFA m hnh o lng nhn t d nh s dng
................. 54 Hnh 3.7 Phn tch CFA m hnh o lng nhn t hnh vi s
dng.................. 54 Hnh 3.8 Kt qu phn tch m hnh ti
hn.......................................................... 55 Hnh
3.9 Kt qu phn tch SEM (chun ha) ln th
nht.................................... 58 Hnh 3.10 Kt qu phn tch
SEM (chun ha) ln th hai.................................... 60 Hnh
3.11 Kt qu phn tch a nhm vi nhm khch hng
nam......................... 65 Hnh 3.12 Kt qu phn tch a nhm vi nhm
khch hng n............................ 66 Hnh 3.13 Kt qu phn tch a
nhm vi m hnh bt bin theo gii tnh ............ 67 Hnh 3.14 Kt qu phn
tch a nhm vi nhm khch hng l hc sinh/sinh vin 70 Hnh 3.15 Kt qu phn
tch a nhm vi nhm khch hng l nhng khch hng
khc......................................................................................................................
70 Hnh 3.16 Kt qu phn tch a nhm vi m hnh bt bin theo ngh nghip
...... 71 Hnh 3.17 Kt qu phn tch a nhm vi nhm khch hng s dng dch v
ca
Viettel...................................................................................................................
73 Hnh 3.18 Kt qu phn tch a nhm vi nhm khch hng s dng dch v ca nh
cung cp
khc.................................................................................................
74 Hnh 3.19 Kt qu phn tch a nhm m hnh bt bin theo nh cung
cp........... 75
7. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni vii Hnh 3.20 Kt qu phn tch a nhm theo nhm di chuyn t
.............................. 78 Hnh 3.21 Kt qu phn tch a nhm m
hnh bt bin theo tnh cht di chuyn ca khch
hng............................................................................................................
79 Hnh 3.22 Kt qu phn tch a nhm theo nhm khch hng tr
trc................. 81 Hnh 3.23 Kt qu phn tch a nhm theo nhm khch
hng tr sau.................... 82 Hnh 3.24 Kt qu phn tch a nhm m
hnh bt bin theo loi hnh thu bao... 83 Hnh 3.25 Kt qu phn tch a nhm
theo nhm khch hng s dng dch v tr tin theo lu
lng................................................................................................
85 Hnh 3.26 Kt qu phn tch a nhm theo khch hng s dng dch v khng gii
hn lu
lng........................................................................................................
86 Hnh 3.2 Kt qu phn tch a nhm m hnh bt bin theo hnh thc s dng dch
v
.........................................................................................................................
87
8. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni viii LI CM N Trong sut c kha hc ca mnh v thi gian thc
hin nghin cu cho lun vn tt nghip, ti nhn c nhiu s gip t rt nhiu ngi
khc nhau. Nu khng c nhng s gip ny th chc chn ti khng th hon thnh c
cng vic ca mnh. u tin ti xin c gi li cm n n TS. L Hiu Hc, ging vin
Vin Kinh t v Qun l i hc Bch khoa H Ni, ngi hng dn khoa hc ca ti
trong qu trnh thc hin lun vn ny.Ti rt bit n v cm kch trc s tn tnh
hng dn v c thng cm ca tin s vi ti trong sut qu trnh thc hin nghin
cu. Nhng gp , trao i ca tin s v lun vn ca ti rt chnh xc v khch
quan, n gip ch cho ti rt nhiu trong vic hon thnh lun vn ny. Tip n
ti xin c gi li cm n ti TS. Nguyn Phng Mai, ging vin i hc Kinh t i
hc Quc gia H Ni h tr ti trong qu trnh thu thp d liu iu tra vi cc lp
sinh vin v cao hc ti i hc Quc gia H Ni. Nu khng c s gip ny th rt kh
khn cho c nhn ti c th hon thnh c nghin cu ca mnh. Qua y ti xin gi
li cm n v tri n ti cc thy/c trong Vin Kinh t v Qun l i hc Bch khoa
H Ni, nhng ngi tham gia ging dy, cung cp kin thc cho ti trong qu
trnh hc ti trng. Nhng kin thc c trang b trong kha hc gip ch cho ti
rt nhiu trong c vn v cng vic ln qu trnh thc hin lun vn. Ti cng xin
c gi li cm n n cc bn hc ca ti ti lp cao hc 13BQTKD3. Mc d thi gian
hc cng nhau khng nhiu nhng chnh nhng ng vin, khch l ca cc bn gip ti
mnh dn v t tin thc hin nghin cu ny. Tht l thiu st nu khng ghi nhn s
gip ca nhng anh/ch tr li gip ti bng cu hi trong nghin cu ca mnh. Ti
s khng th hon thnh nghin cu ny nu khng nhn c s gip . Bi vy ti xin c
gi li cm n chn thnh ti tt c cc anh/ch m ti cha c c hi bit tn hoc gp
mt
9. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni ix dnh thi gian tr li gip ti cc cu hi trong bng hi kh
di ca mnh. Ngoi ra ti cng xin c gi li cm n ti chuyn gia vin thng
inh Hi H, mt ngi bn, ng nghip c ca ti t nhng ngy lm vic chung ti Tp
on Vin thng Qun i gip ti hiu r hn nhiu vn khc mc t kt qu nghin cu.
Cui cng ti xin c gi li cm n ti cc thnh vin trong gia nh ti: b, m,
anh, ch, em gi cng hai ngi chu nh Trng v Trang ng vin, khuyn khch
ti trong sut qu trnh hc tp ti trng v thi gian thc hin nghin cu ny.
Mt ln na xin c gi li cm n chn thnh ca ti n tt c nhng ngi gip , ng
vin v khuyn khch ti trong sut qu trnh hc tp ca mnh. Tc gi o Trung
Kin
10. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni x LI CAM OAN Ti xin cam oan y l cng trnh nghin cu ca
ring ti. Cc s liu c s dng trong lun vn ny u c ngun gc r rng, cc kt
lun c rt ra t qu trnh nghin cu.Tc gi hon ton chu trch nhim v cng
trnh nghin cu ny. Tc gi o Trung Kin
11. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 1 M U 1. Tnh cp thit ca ti Ngnh vin thng v cng ngh
thng tin Vit Nam chng kin nhng thay i rt mnh m trong gn 10 nm qua.
S lng thu bao di ng tng t mc di 3 triu vo nm 2004 ln 123.7 triu vo
nm 2013, trong c hn 19 triu thu bao 3G (B Thng tin & Truyn
thng, 2014)1 . Bn cnh s bng n v vin thng th s lng ngi s dng
internet v dch v internet cng pht trin rt nhanh chng. Tnh n ht nm
2013, Vit Nam c khong 33 triu ngi dng internet vi 22.3 triu thu bao
internet bng rng v 17 triu thu bao truy cp internet qua mng di ng
3G, trong c gn 5 triu thu bao internet 3G (B Thng tin & Truyn
thng, 2014). S ngi s dng dch v internet tng ln do s pht trin ca h
thng h tng internet, gi cc gim v c bit l s pht trin ca cc dch v
internet 3G. Dch v internet 3G em li nhiu li th cho khch hng nh
truy cp dch v bt c ni no c sng in thoi, c th di chuyn thit b trong
phm vi khng gian rng m khng gp kh khn nh cc dch v hu tuyn. ng thi
pht trin dch v internet 3G cn gip gii quyt bi ton ph cp internet ti
Vit Nam do nhng li th v trin khai h tng so vi cc dch v hu tuyn khc.
Mc d em li nhiu li th cho khch hng nhng mc s dng dch v internet 3G
hin nay cn kh khim tn so vi cc dch v internet khc. S lng thu bao
khng ln (khong 5 triu thu bao) v cn nhiu phn nh v cht lng, tnh nng
sn phm cha thc s ph hp vi ngi s dng. Do nhng nghin cu nh gi xu hng
s dng dch v, nhng nhn t nh hng n quyt nh s dng dch v s rt cn thit
khng ch cho dch v internet 3G hin ti m xa hn l cc th h cng ngh
internet di ng tip theo (4G, 5G). i vi cc dch v cng ngh mi, nh gi
xu hng chp nhn s dng dch v, cc nh nghin cu thng s dng m hnh chp nhn
cng ngh (TAM) ca Davis v cng s (1989, 1993) v cc bin th ca n
(Venkatesh v cng s, 1 Theo bo in t ictnews.vn s liu cng b ca Cc Vin
thng, s thu bao 3G t 27.5 triu khi kt thc nm 2014.
12. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 2 2000; 2003, Klopping & Mackinney, 2004;
Kulviwat v cng s, 2007) hoc m hnh thnh cng h thng thng tin (Delone
& Mclean, 1992; 2003). Ti Vit Nam cc nh nghin cu cng bt u s dng
cc m hnh ny nh gi kh nng chp nhn s dng cc dch v in t nh dch v
e-banking ti Nng (L Vn Huy v cng s, 2008), dch v internet 3G ti cc
tnh min ni pha Bc (o Trung Kin v cng s, 2014). Nhng nghin cu ny em
li nhng kt qu kh quan v ng tin cy gi cho cc doanh nghip ci tin dch
v cho ph hp vi nhu cu ca khch hng. Mc d cc nghin cu cho thy m hnh
chp nhn cng ngh l mt m hnh tt nh gi cc xu hng s dng dch v cng ngh
mi. Tuy nhin cc nghin cu ny ch yu c thc hin ti nc ngoi (Klopping
& Mackinney, 2004; Kuo & Yen, 2009; Park, 2009; Melas v cng
s, 2011). Ti Vit Nam, cc nghin cu c thc hin trong lnh vc khc nh dch
v e-banking (L Vn Huy v cng s, 2008) hoc i vi dch v internet 3G
nhng cho mt nh cung cp v khu vc th trng min ni (o Trung Kin v cng
s, 2004). Mt khc, cc nghin cu ti Vit Nam vn s dng cc phng php phn
tch d liu th h th nht (tng quan, hi quy) c nhng hn ch nht nh v tnh
tin cy do cc gi nh thng k thiu thc t. Ngy nay, cc nh nghin cu khuyn
co s dng th h phn tch d liu th hai vi vic s dng m hnh cu trc tuyn
tnh (Structural Equation Modelling) em li nhng kt qu tin cy hn.
Chnh bi nhng l do ny tc gi quyt nh la chn ti: Nghin cu xu hng chp
nhn s dng dch v internet 3G ti H Ni s dng m hnh cu trc tuyn tnh cho
lun vn thc s ca mnh. 2. Mc ch nghin cu Nghin cu ny nhm hng ti vic
xy dng mt m hnh tin lng cc nhn t nh hng ti d nh s dng v hnh vi s
dng dch v internet 3G ti th trng H Ni. Cc mc tiu c th c xc nh nh
sau: H thng ha c s l lun v cc nhn t nh hng ti d nh s dng v hnh vi s
dng mt sn phm cng ngh qua cc nghin cu tin nghim.
13. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 3 nh gi c cc nhn t nh hng ti d nh v hnh vi s dng dch
v internet 3G ti th trng H Ni. Xc nh c mc quan trng ca tng nhn t nh
hng ti hnh vi s dng dch v internet 3G ti H Ni. Xc nh s nh hng ln
nhau (qua m hnh) ca cc nhn t nh hng ti hnh vi s dng dch v internet
3G. nh gi c s khc bit ca cc yu t nhn khu hc i vi hnh vi s dng dch v
internet 3G. xut cc gii php nhm pht trin dch v internet 3G trn a bn
H Ni. 3. i tng v phm vi nghin cu i tng nghin cu: i tng nghin cu c
xc nh l hnh vi s dng dch v internet 3G v cc nhn t nh hng ti hnh vi
s dng dch v internet 3G. Phm vi nghin cu: Nghin cu c thc hin ti th
trng H Ni cho tt c cc nh cung cp dch v 3G. Thi gian thc hin t thng
01 n thng 04/2015. 4. Phng php nghin cu Phng php nghin cu c s dng
bao gm c nghin cu nh tnh v nh lng, nhng ch yu l cc k thut phn tch
nh lng (xem chi tit ti chng 2). 5. Kt cu ca lun vn Lun vn c kt cu
thnh bn chng nh sau: Chng 1: C s l thuyt v hnh vi chp nhn s dng sn
phm cng ngh Chng 2: M hnh v phng php nghin cu. Chng 3: Kt qu nghin
cu v tho lun. Chng 4: Kt lun, xut v kin ngh.
14. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 4 CHNG 1 C S L THUYT V HNH VI CHP NHN S DNG SN PHM
CNG NGH 1.1. C s l thuyt v hnh vi ngi tiu dng Nghin cu v hnh vi ngi
tiu dng c nhiu cch tip cn khc nhau. Cc nh kinh t hc da trn gi nh ca
con ngi duy l phn tch hnh vi ngi s dng bng cc phn tch cn bin. Cc nh
marketing xem xt hnh vi ngi tiu dng cc kha cnh c tnh cht tm l, x hi
nhiu hn. Trong lun vn ny tc gi tm lc mt s ni dung c bn trong nghin
cu hnh vi theo c cch tip cn ca kinh t hc v marketing. 1.1.1 Hnh vi
ngi tiu dng trong kinh t hc2 Cc nh kinh t hc thng gi nh con ngi l
con ngi duy l. Con ngi duy l l ngi hnh ng mt cch tt nht nhng g h c
th t c mc tiu (Mankiw, 2014). Trong cc nh s dng thut ng thay i cn
bin ch nhng iu chnh nh so vi k hoch hnh ng hin ti. Nhng ngi duy l l
nhng ngi thng a ra quyt nh bng cch so snh li ch cn bin v chi ph cn
bin. Ra quyt nh cn bin gip gii thch c nhiu hin tng kinh t kh hiu
trong thc t nh nghch l kim cng nc l. Mt ngi quyt nh hp l thc hin
hnh ng khi v ch khi li ch cn bin vt qu chi ph cn bin. Trong mi tng
quan khi s dng nhiu hng ha khc nhau, cc nh kinh t xy dng hm tng li
ch (U) da trn gi nh ngi tiu dng xp hng c mc hu ch ca cc hng ha vi
gi ca chng. Vi gi nh con ngi b gii hn bi cc ngun lc s hu (ngn sch)
s phn ng la chn mc tiu dng t c mc tha mn ln nht im t s li ch cn bin
vi gi ca cc hng ha phi bng nhau (MUx/px = MUy/py). Ngoi ra cc nh
kinh t cn xem xt cc vn v tp hp cc hng ha cho cng mt mc li ch (ng
bng quan), vn v ngn sch, s thay i ca thu 2 Ngi c c th tham kho chi
tit hn trong cc ti liu kinh t vi m nh ca Mankiw (2014)
15. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 5 nhp, gi, c tnh hng ha c tnh cht kinh t (hng ha b
sung, hng ha thay th, hng ha th cp, hng ha xa x). Nhn chung cch tip
cn phn tch cn bin ca kinh t hc gip gii thch nhiu hin tng kinh t, cc
quy lut kinh t v hnh vi ngi tiu dng c tnh cht nguyn l. Tuy nhin
trong thc t rt kh xc nh hay kim chng v cc gi nh ca cc nh kinh t. V
d nh xc nh hm li ch ca ngi tiu dng, gi nh v thng tin th trng hon ho
hay hng ha ging nhau v c tnh duy l ca cc c nhn. Do cc nh nghin cu
marketing xem xt vn hnh vi ngi tiu dng cc kha cnh c tnh cht tm l, x
hi t trong nhiu bi cnh tng tc gia ngi mua, ngi bn, thng tin th
trng, c tnh sn phm, khch hng c tnh thc t hn. Cc nh nghin cu cng pht
trin nhiu m hnh nghin cu khc nhau d on hnh vi ngi tiu dng. 1.1.2 L
thuyt hnh vi ngi tiu dng trong marketing 1.1.2.1 M hnh hnh vi mua
ca khch hng Trong marketing c nhiu cch l gii hay m hnh m t hnh vi
mua ca ngi tiu dng. Hnh vi ca ngi tiu dng c xem l nhng phn ng p li
ca khch hng trc cc kch thch marketing v cc tc nhn kch thch khc
(Kotler, 2007) (hnh 1.1): Hnh 1.1 M hnh n gin hnh vi ca ngi mua
Ngun: Kotler (2007) M hnh hp en thc c cn c trnh by chi tit hn nh
sau: Nhng yu t kch thch ca marketing v tc nhn kch thch khc Hp en
thc ca ngi mua Nhng phn ng p li ca ngi mua Cc kch thch marketing Tc
nhn kch thch khc - Hng ha - Gi c - Phn phi - Khuyn mi Hp en thc ngi
mua Cc c tnh ngi mua Nhng phn ng p li ca ngi mua - Mi trng kinh t -
Khoa hc k thut - Chnh tr - Vn ha Qu trnh quyt nh mua - La chn hng
ha - La chn nhn hiu - La chn nh kinh doanh - La chn khi lng
mua
16. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 6 Hnh 1.2 M hnh chi tit hnh vi ca ngi mua Ngun:
Kotler (2007) Trong cc tc nhn kch thch marketing v cc tc nhn khc tc
ng ti hp en thc qua cc yu t v hng ha, gi c, phn phi, khuyn mi hay
cc yu t v vn ha, chnh tr, mi trng kinh t v cng ngh. Cc tc nhn ny tc
ng ti ngi mua v qu trnh quyt nh mua ph thuc vo c tnh ca ngi mua.
Nhng kch thch ln s lm ngi mua phn ng li thng qua qu trnh mua bao gm
vic la chn hng ha, nhn hiu, nh kinh doanh hay khi lng mua. 1.1.2.2
Cc nhn t nh hng ti hnh vi ngi mua Hnh vi ca ngi tiu dng chu nh hng
ca nhiu nhn t khc nhau, cc nh nghin cu chia cc nhn t nh hng ti hnh
vi ca ngi mua thnh bn nhm: (1) yu t vn ha; (2) yu t c tnh cht x hi;
(3) yu t mang tnh cht c nhn v (4) yu t mang tnh cht tm l (Kotler,
2007). Trong : Yu t vn ha bao gm nn vn ha ca khch hng, cc nhnh vn
ha v a v x hi. Nn vn ha l c trng v vn ha c tnh cht khc bit gia cc x
hi khc nhau (V d x hi Vit Nam, x hi M). Cc nhnh vn ha l cc b phn cu
thnh nh hn ca mt nn vn ha do nhng khc bit, c trng gia cc b phn. a v
x hi l quan nim v cc nhm c tnh n nh c sp xp theo th bc ng cp v c
trng bi cc gi tr, nim tin, li ch hay hnh vi ging nhau. Yu t mang
tnh cht x hi: Hnh vi ca khch hng cng chu nh hng ca cc yu t mang tnh
cht x hi nh cc nhm, gia nh, quy ch x hi chun mc. Trong nhm l tp hp
cc c nhn c nhiu c im ging nhau c nh hng ti thi hay hnh vi ca c nhn
trong nhm. Nhng thnh vin trong gia
17. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 7 nh cng c th c nh hng ti hnh vi ca tng thnh vin. Cc
nh ch x hi quy nh nhng chun mc nh hng ti thi v hnh vi ca tng c nhn.
Yu t mang tnh cht c nhn bao gm cc yu t c tnh cht nhn khu nh: gii
tnh, tui, tnh trng kinh t, li sng hay kiu nhn cch c trng. Nhng yu t
ny cng c nh hng ti hnh vi ca ngi mua. Yu t mang tnh cht tm l bao gm
cc yu t lin quan n ng c, kh nng lnh hi, nim tin v thi ca ngi tiu
dng. 1.1.2.3 Qu trnh thng qua quyt nh mua hng Hnh ng mua l mt hnh
ng trong c mt qu trnh thng qua quyt nh mua. Cc nh nghin cu
marketing m hnh ha quyt nh mua thnh nm giai on khc nhau (hnh 1.3).
Hnh 1.3 Quy trnh thng qua quyt nh mua hng Ngun: Kotler (2007) Trong
: Nhn thc vn l qu trnh ngi mua thc c nhu cu ca mnh. Nhu cu c th c
hnh thnh t cc thiu ht ni ti hay cc kch thch t bn ngoi. Tm kim thng
tin l qu trnh ngi mua tm kim cc ngun thng tin khc nhau gii quyt vn
ca mnh hay tm cch tha mn nhu cu ca mnh. nh gi cc phng n: Da trn cc
thng tin c c, ngi tiu dng c nhiu phng n khc nhau tha mn nhu cu ca
mnh. Lc ny h s cn nhc cc phng n c th thc hin nh gi li ch v chi ph
cm nhn cho tng phng n. Quyt nh mua: Da trn cc phng n c th p ng ngi
tiu dng quyt nh mua hay s dng mt sn phm/dch v c th t cc phng n kh
thi. Quyt nh mua ph thuc vo thi , nim tin ca ngi mua i vi hng
ha/dch v. Nhn thc vn Tm kim thng tin Hnh ng mua Quyt nh mua nh gi
phng n
18. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 8 Hnh ng mua l hnh ng thc thi quyt nh mua hng. y l
quy trnh y vi khch hng c nhu cu mi, trong thc t ra quyt nh ca ngi
mua c th b qua mt s bc nht nh (v d tm kim thng tin, nh gi cc phng
n). 1.2 C s l thuyt v hnh vi chp nhn s dng dch v 1.2.1 Khi nim v
hnh vi chp nhn s dng dch v Cc khi nim v chp nhn s dng dch v c ra i
bt ngun t cc l thuyt tm l hc hnh vi. Cc nh nghin cu c gng xy dng cc
khung l thuyt v m hnh nhm d on c hnh vi ca cc c nhn. Theo hnh ng ca
mt c nhn l mt chui cc phn ng tm l do cc tc ng t bn trong v bn ngoi.
Cc nghin cu hnh vi chp nhn s dng dch v trong lnh vc cng ngh c xut
pht t vic pht trin l thuyt hnh ng hp l (TRA), l thuyt hnh vi d nh
(TPB) cng vi cc l thuyt khc nh l thuyt nhn thc x hi (SCT), vv xy
dng cc l thuyt d on vic chp nhn s dng nh m hnh chp nhn s dng cng
ngh (TAM) (Davis, 1989; Davis v cng s, 1993; Venkatesh v cng s,
2000), m hnh chp nhn v s dng cng ngh (UTAUT) (Venkatesh v cng s,
2003), m hnh thnh cng h thng cng ngh thng tin (ISS) (Delone &
McLean, 1992; 2003). Hnh vi chp nhn s dng n gin c hiu l hnh ng chp
nhn v s dng mt dch v no . Trong nghin cu ny tc gi nh ngha hnh vi
chp nhn s dng trn c hai kha cnh hnh vi v nhn thc. Hnh vi chp nhn s
dng c xem l hnh ng s dng dch v thc s v cam kt v nhn thc duy tr vic
s dng dch v ca khch hng. Hnh vi chp nhn s dng c nh gi thng qua tnh
hi lng v dch v, xem vic s dng dch v nh nhng quyt nh ng n, em li s
thch th cho khch hng v cam kt tip tc s dng dch v trong tng
lai.
19. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 9 1.2.2 Cc m hnh nh gi hnh vi chp nhn s dng dch v
1.2.2.1 L thuyt khuch tn i mi Rogers (1983) a ra l thuyt khuch tn i
mi (innovation diffusion theory: IDT) gii thch qu trnh chp nhn ca
cc tng mi, cng ngh mi ti ngi s dng. IDT c s dng gii thch ti sao, lm
th no v t l cc tng, cng ngh mi c lan truyn chp nhn trong cc mi trng
khc nhau. Qu trnh chp nhn nhng tc ng i mi bao gm nm giai on: (1)
giai on nhn thc, (2) giai on thuyt phc, (3) giai on a ra quyt nh,
(4) giai on thc hin v (5) giai on xc nhn. Trong : Giai on nhn thc:
giai on ny cc c nhn tip xc vi s sng to, i mi nhng cn thiu cc thng
tin v s i mi ca cng ngh. Giai on ny cha c cung cp cc kch thch tm
thm cc thng tin v s i mi i vi khch hng. y l giai on u tin ca qu
trnh nhn thc v s sng v i mi. Giai on thuyt phc: y l giai on cc tc
ng i mi, s sng to nh hng n ngi s dng. Ngi s dng quan tm hn n cc i
mi, sng to lin quan n cng ngh h tch cc tm kim thng tin, cc chi tit
v s i mi. Giai on a ra quyt nh: Cc c nhn hnh thnh cc khi nim v tc
ng ca s i mi, hiu v nhng u im/nhc im ca i mi, cn nhc quyt nh c chp
nhn hay khng chp nhn i vi s i mi. y l giai on kh khn nht a cc i mi
(ci tin) vo hot ng thc tin. Giai on thc hin: Giai on ny ngi tiu dng
s s dng cc sn phm i mi cc mc khc nhau hoc khng s dng chng ty thuc
vo hon cnh c th. Trong giai on ny ngi tiu dng xc nh tnh hu ch ca sn
phm i mi v tm kim thm cc thng tin v n. Giai on xc nhn: Giai on ny
ngi tiu dng hon thnh cc quyt nh s dng cc sn phm i mi tip tc s dng
chng v s dng n vi nhng tim nng y nht.
20. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 10 Rogers (1983) cng ch ra nm c im c bn ca hot ng i
mi khch hng chp nhn bao gm: (1) li th tng i, (2) kh nng thch ng,
(3) tnh phc tp hay gin n, (4) tnh d th nghim v (5) tnh d quan st.
Trong : Li th tng i: L mc tin b ca mt ci tin so vi trc . Hm ca n l
ci tin, i mi em li li ch so snh nh th no so vi sn phm/dch v c. Kh
nng tng thch: Mc tng thch m mt ci tin c p dng vo cuc sng ca tng c
nhn. Tnh phc tp hay gin n: Nu mt ci tin qu kh s dng d dn n ngi s
dng khng c xu hng thch n. Tnh d th nghim: l mc d th nghim ca ci tin
khi c thc hin, nu ngi dng mt thi gian v kh khn khi s dng hoc phi
dng nhiu c gng th nghim ci tin th ngi ta s t c xu hng s dng. Tnh d
quan st: l mc m mt i mi, ci tin c th c theo di mt cch r rng bi ngi
khc. Ci tin d quan st s gip cho qu trnh nhn nhn v giao tip gia cc
nhm lm vic vi mng li c nhn c th to nn nhng phn ng tch cc hay tiu
cc. Nhng tc ng i mi, ci tin v mt cng ngh cng c mt chu k nht nh.
Rogers (1983) chia vng i thch nghi cng ngh thnh nm giai on: (1) nh
ci tin; (2) nhng ngi tin phong; (3) ph cp ban u; (4) thoi tro v (5)
lc hu (hnh1.4): Nh ci tin Ngi tin phong Ph cp ban u 34% 2.5% Thoi
tro 34% Lc hu 16%13.5%
21. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 11 Hnh 1.4 Vng i thch nghi cng ngh Ngun: Rogers
(1983) Nh ci tin: bao gm nhng ngi c xu hng mo him, nhiu hiu bit.
Trong khi nhng ci tin vn cn mc hoi nghi cao, h l nhng ngi dn u
trong vic th nghim cc ci tin mi. Nhng ngi tin phong: bao gm nhng
ngi thng xuyn quan tm n thng tin, trong cc nhm s dng chu nh hng bi
kin ca ngi dn u. Nhng ngi tin phong thng tr thnh nhm tham chiu dn
dt d nh ca nhng ngi khc. Ph cp ban u: bao gm nhng ngi c c im quan
tm, yu thch chu nh hng bi cc mi quan h. Nhng ngi ny lun ch i nhng s
thay i cng ngh (trong giai on u) trc khi chp nhn ci tin. Thoi tro:
bao gm nhng ngi c thi hoi nghi vi vic i mi. H thng s dng i mi khi
trong nhm ca h c hn 50% ngi chp nhn ci tin, i mi. Nhn chung h l
nhng ngi tng i bo th vi ci mi v khng phi nhm a mo him. Lc hu: c im
ca nhng ngi giai on ny thng thuc nhm truyn thng v bo th, t s dng
nhng ci tin mi v bt nhp cc xu hng rt chm. L thuyt khuch tn i mi c
cc nh nghin cu s dng gii thch qu trnh tip nhn cc ci tin, i mi t ngi
s dng sn phm/dch v. Mt s nghin cu cho thy tnh i mi ca dch v c nh
hng trc tip n cm nhn v tnh d s dng qua nh hng gin tip n d nh v hnh
vi s dng thc s ca khch hng (Goldsmith, 2002; Kuo & Yen, 2008; o
Trung Kin v cng s, 2014).
22. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 12 1.2.2.2 M hnh hnh ng hp l M hnh hnh ng hp l
(Theory of Reasoned Action: TRA) c Ajzen & Fisbein (1975) gii
thiu vo nhng nm 1970 gii thch hay d on hnh vi ngi tiu dng da trn xu
hng hnh vi (d nh), thi v chun ch quan c nhn. M hnh TRA c xem l mt
trong nhng l thuyt tin phong trong lnh vc nghin cu tm l x hi
(Armitage & Conner, 2001). M hnh TRA c m t nh sau: Hnh 1.5 M
hnh l thuyt hnh ng hp l Ngun: Ajzen (1975) Theo m hnh TRA, hnh vi
thc s ca mt ngi ph thuc vo d nh hnh ng ca h. D nh hnh ng li ph thuc
vo quan im/thi ca ngi vi hnh ng v chun ch quan (subjective norm).
Trong thi hay quan im s dng li ph thuc vo nim tin v kh nng nh gi kt
qu ca hnh ng c th t c. Chun ch quan c hiu l nhng nh hng t nhng nhm
tham chiu m ngi chu nh hng, n chu nh hng ca nim tin m nhng ngi xung
quanh c nh hng ti v s thc y ca nhng ngi nh hng. M hnh hnh ng hp l
da trn gi nh cho rng con ngi ra quyt nh c l tr cn c vo thng tin c
sn v d nh hnh vi ca h thc Nim tin vo kt qu ca hnh ng nh gi kt qu ca
hnh ng Nim tin vo nh hng ca nhng ngi xung quan i vi hnh ng S thc y
lm theo mun ca nhng ngi nh hng Thi /quan im D nh Chun ch quan Hnh
vi
23. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 13 hin hay khng thc hin mt hnh vi no . Cc yu t tc ng
ln d nh hnh vi v hnh vi l cc nhn t trung gian to ra hnh vi chnh
thc. M hnh TRA v cc bin th ca n l nhng m hnh kh ph bin c nhiu nh
nghin cu s dng nh gi nh s dng sn phm/dch v ca khch hng M hnh TRA
cng l ngun gc ca cc m hnh nh gi hnh vi ca khch hng sau ny nh m hnh
hnh vi d nh (Ajzen, 1985), m hnh chp nhn cng ngh (Davis, 1989;
Davis v cng s, 1993), m hnh chp nhn v s dng cng ngh (Venkatesh v
cng s, 2000; 2003) 1.2.2.3 M hnh hnh vi d nh M hnh hnh vi d nh
(theory of planned behaviour: TPB) c Ajzen pht trin t vic m rng m
hnh TRA (1985, 1991) bng cch a thm cc iu kin khc vo m hnh. TPB xem
xt d nh chu nh hng ca kim sot hnh vi cm nhn nhm phn nh nhn thc ca
ngi s dng i vi cc nhn t bn trong v bn ngoi i vi hnh vi. Trong m hnh
ny, Fishbein v Ajzen cho rng xu hng mua b nh hng bi thi , chun mc
ch quan v s kim sot cm nhn i vi hnh vi. Thi i din cho nim tin tch
cc hay tiu cc ca con ngi v s nh gi v hnh vi ca mnh. Ngc li, thi c
hnh thnh t nim tin th hin ra bn ngoi v kt qu c th v s nh gi cc kt
qu . Chun mc ch quan l nhn thc ca con ngi v p lc chung ca x hi th
hin hay khng thc hin hnh vi v ngc li n c quyt nh bi nim tin chun mc
ca con ngi. Cui cng, s kim sot hnh vi cm nhn cho bit nhn thc ca con
ngi v vic th hin hay khng th hin hnh vi khi b kim sot.
24. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 14 Hnh 1.6 M hnh hnh vi d nh Ngun: Ajzen (1985) Con
ngi khng c kh nng hnh thnh xu hng mnh m thc hin hnh vi nu h tin rng
h khng c ngun lc hay c hi cho d h c thi tch cc. 1.2.2.4 M hnh chp
nhn cng ngh M hnh chp nhn cng ngh (Technology Acceptance Model:
TAM) c pht trin t m hnh hnh ng hp l v hnh vi d nh bi Davis (1989) d
on vic chp nhn cc dch v, h thng cng ngh thng tin. M hnh TAM cho rng
tnh hu ch cm nhn v tnh d s dng cm nhn c nh hng ti thi hay quan im s
dng, quan im s dng c nh hng ti d nh v d nh tc ng ti hnh vi chp nhn
h thng thng tin thc s. Davis v cng s (1989) cho rng mc ch chnh ca
TAM l cung cp s gii thch v cc nhn t xc nh tng qut ti s chp nhn my
tnh, nhng yu t c kh nng gii thch hnh vi ngi s dng xuyn sut cc loi
cng ngh my tnh i vi ngi s dng cui cng v cng ng s dng. M hnh TAM
cung cp gii thch v tc ng ca cc yu t tin tng ca ngi s dng (tnh d s
dng cm nhn, tnh hu ch cm Thi /quan im Chun ch quan Cm nhn hnh vi
kim sot D nh Hnh vi
25. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 15 nhn) ti thi /quan im v d nh s dng i vi mt dch v
hay h thng cng ngh thng tin. M hnh TAM c th c m hnh ha nh sau: Hnh
1.7 M hnh cp nhn cng ngh Ngun: Davis v cng s (1993) Trong tnh d s
dng cm nhn l nhn thc ca khch hng tin rng vic s dng dch v hay h thng
c th khng cn nhiu n lc. Tnh hu ch cm nhn l mc tin tng ca ngi s dng
dch v hay h thng s gip nng cao kt qu thc hin cng vic ca h (Davis,
1989). Quan im s dng c nh ngha l cm gic tch cc hoc tiu cc v vic thc
hin mt hnh vi mc tiu (Ajzen & Fisbein, 1975). D nh s dng l nhn
thc v xu hng hay kh nng quyt nh s dng dch v hay h thng. Hnh vi s
dng l mc hi lng, kh nng sn sng tip tc s dng hay mc cng nh tn sut s
dng dch v/h thng trong thc t. Ngy nay m hnh TAM c xem l mt trong
nhng m hnh ph bin nht nh gi kh nng chp nhn i vi cc dch v cng ngh mi
trong lnh vc cng ngh thng tin v vin thng (Kuo & Yen, 2009;
Shroff v cng s, 2011; Melas v cng s, 2011) 1.2.2.5 M hnh chp nhn v
s dng cng ngh M hnh chp nhn v s dng cng ngh (Unified Theory of
Acceptance and Use of Technology: UTAUT) c gii thiu bi Venkatesh v
cng s (2003). M hnh l s kt hp ca nhiu nhn t t cc m hnh l thuyt khc
nhau vi mc tiu thit lp mt quan im chung phc v cho vic nghin cu s
chp thun Tnh hu ch cm nhn Tnh d s dng cm nhn Quan im s dng D nh s
dng Hnh vi s dng
26. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 16 ca ngi dng vi cc h thng thng tin mi. UTAUT l s kt
hp ca m hnh TRA, TPB, TAM, m hnh ng c hnh ng (Motivation Model), l
thuyt khuch tn i mi (IDT), l thuyt nhn thc x hi (Social Cognitive
Theory), vv. Ngun: Venkatesh v cng s (2003) Trong : Kt qu k vng c
nh ngha l cp m mt c nhn tin tng rng s dng h thng (dch v) c th no
gip h t c li ch trong vic thc hin cng vic (Venkatesh v cng s,
2003). Nhn t ny c tng hp t cc kha cnh ca tnh hu ch cm nhn (trong m
hnh TAM), li th tng i (trong l thuyt IDT), kt qu k vng (trong m hnh
SCT). N lc k vng c nh ngha l mc d kt hp vi vic s dng h thng thng
tin (Venkatesh v cng s, 2003). Nhn t ny c cc tc gi tch hp t ba nhn
t tng t trong cc m hnh khc l tnh d s dng cm nhn (M hnh TAM) hay tnh
d s dng (t m hnh IDT). nh hng x hi c xem xt l mc m mt c nhn nhn thc
rng nhng ngi xung quan quan trng nh th no n vic h nn s dng mt h Kt
qu k vng Cc iu kin thun tin tui D nh Hnh vi s dng Gii tnh Kinh
nghim N lc k vng nh hng x hi Influence T nguyn s dng Hnh 1.8 M hnh
UTAUT
27. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 17 thng mi (Venkatesh v cng s, 2003). nh hng x hi l
nhn t c tch hp t chun ch quan (m hnh TRA/TPB), cc nhn t x hi, vv.
Cc iu kin thun tin c nh ngha l mc m mt c nhn tin rng c s h tng ca t
chc v k thut tn ti h tr s dng thng (Venkatesh, 2003). Khi nim ny c
thit lp trn c s tch hp cc khi nim v cm nhn hnh vi kim sot (m hnh
TPB) v s tng thch (trong m hnh IDT). Nhn chung m hnh UTAUT c tch hp
t rt nhiu m hnh d bo hnh vi khc nhau, c bit l cc m hnh d bo hnh vi
chp nhn cc sn phm cng ngh. UTAUT cng c s dng rt ph bin o lng vic
chp nhn cc sn phm/dch v cng ngh mi trong cc lnh vc lin quan n cng
ngh thng tin v vin thng. 1.2.2.6 M hnh thnh cng h thng thng tin
Delone & McLean (1992) xy dng m hnh thnh cng h thng thng tin vi
su nhn t l: (1) cht lng h thng, (2) cht lng thng tin, (3) s dng,
(4) s hi lng ngi dng, (5) nh hng ti c nhn v (6) nh hng ti t chc. y
l mt m hnh o lng a chiu, nhiu bin ph thuc ln nhau trong m hnh.
Trong m hnh ISS cht lng thng tin v cht lng h thng c tc ng n vic s
dng v s hi lng ngi dng, vic s dng v s hi lng ca ngi dng c tc ng qua
li vi nhau. C vic s dng v s hi lng ngi dng u c tc ng nh hng n c
nhn, nh hng c nhn n lt n li nh hng ti t chc. Trong cht lng h thng l
cm nhn ca khch hng v tnh n nh, hu ch ca h thng i vi ngi dng trong
qu trnh s dng (Delone & Mclean, 1992). Cht lng h thng c nh hng
ti kh nng sa dng v gin tip tc ng ti s hi lng ca ngi dng thng qua kh
nng s dng. Cht lng thng tin l nim tin ca khch hng vo tnh chnh xc,
kp thi v c ch ca h thng thng tin i vi ngi dng (Delone & McLean,
1992; o
28. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 18 Trung Kin v cng s, 2014). Cht lng thng tin tt lm
tng s hi lng v tnh tn nhim ca h thng (Kim v cng s, 2011). Hnh 1.9:
M hnh thnh cng h thng thng tin ca Delone v McLean Ngun: Delone
& McLean (1992) M hnh ISS c pht trin thm mt bc na vo nm 2002,
theo m hnh mi bao gm cc nhn t: (1) cht lng thng tin, (2) cht lng h
thng, (3) cht lng dch v, (4) d nh s dng, (5) tha mn ngi dng v (6)
li ch rng. M hnh cp nht c gii thch l: mt h thng c th nh gi c v cht
lng h thng, cht lng thng tin v cht lng dch v, nhng im ny c nh hng
trc tip n vic s dng hoc nh s dng v s hi lng ngi dng. Kt qu ca vic s
dng h thng l li ch s t c. Li ch rng (tch cc hoc tiu cc) li c tc ng
n s hi lng ca ngi dng v quyt nh s dng nhiu hn na h thng thng tin
(hnh 1.10). Cht lng h thng Cht lng thng tin S dng Hi lng ngi s dng
nh hng c nhn nh hng ti t chc
29. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 19 Hnh 1.10 M hnh thnh cng h thng thng tin ca Delone
v McLean cp nht Ngun: Delone &McLean (2003) M hnh ISS ca Delone
& Mclean (1992) cng c s dng kh ph bin trong vic o lng kh nng
thnh cng ca cc h thng cng ngh thng tin di s nh gi ca ngi dng (Smith
& Kumar, 2003). Trong nghin cu ti Vit Nam ca o Trung Kin v cng
s (2014) cho thy nhn thc v cht lng thng tin v cht lng dch v i vi
dch v internet 3G l mt khi nim. Hay ni cch khc, khch hng ti Vit Nam
khng c s phn bit r rng gia cht lng dch v c cung cp v cht lng thng
tin h nhn c t nh cung cp. 1.3 Dch v internet 3G 1.3.1. Mng 3G v dch
v internet 3G S ra i ca mng internet l mt cuc cch mng trong vic
truyn ti thng tin ca con ngi. Internet em li rt nhiu tin ch cho c
nhn, t chc doanh nghip v c chnh ph vi chi ph thp hn nhiu so vi cc
cch truyn thng. S pht trin bng n ca internet a x hi loi ngi vo k
nguyn s, thi k m s gia tng tri thc tr ln nhanh chng hn bao gi ht.
Cht lng thng tin Cht lng h thng Cht lng dch v Hi lng ngi dng Li ch
rng D nh s dng S dng
30. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 20 Cc phng thc truy cp internet cng thay i, pht trin
nhanh chng v tr nn rt a dng t kt ni qua ng truyn hu tuyn (ADSL, cp
quang) n cc dch v kt ni v tuyn qua mng i ng (EDGE/3G/LTE/4G, vv). S
pht trin ca cc dch v internet v tuyn ngy cng mnh m hn cng vi s ra i
v pht trin ca cc th h cng ngh mi trong vin thng (3G, 4G) nh li th v
kh nng pht trin h tng nhanh, rng vi chi ph thp hn dch v hu tuyn.
Dch v 3G (trong c dch v internet 3G) v cc th h tip theo ha hn l
nhng dch v c th thay th hon ho cho cc dch v hu tuyn. Dch v di ng 3G
l dch v vin thng c thc hin trn nn tng cng ngh 3G. Dch v c trin khai
bi cc nh cung cp dch v vin thng v ni dung s. 3G l cng ngh truyn
thng th h th 3 (Third Generation Technology) cho php truyn ti d liu
thoi v c d liu ngoi thoi, khc vi cc th h cng ngh cho dch v di ng
trc y (1G, 2G, 2.5G) ch yu truyn ti dch v thoi m t c cc dch v truyn
ti d liu ngoi thoi. im khc bit c bn gia cc th h cng ngh l s m rng
bng thng qua cc th h khc nhau cho php tc ng truyn ngy mt cao hn. Do
s m rng ca bng thng nn cng ngh 3G cho php truyn ti, nhn cc d liu, m
thanh, hnh nh cht lng cao cho c thu bao c nh v thu bao ang di chuyn
cc tc khc nhau. Trn nn tng 3G cc nh cung cp c th mang n cho khch
hng cc dch v a phng tin nh m nhc cht lng cao, hnh nh video cht lng
cao v truyn hnh s, dch v nh v ton cu, email, game, vv. Lch s ca 3G
u tin c s dng rng ri ti Nht Bn vo nm 2001 vi nh mng Docomo s dng
cng ngh W-CDMA, tip theo cc quc gia chu u s dng 3G t nm 2003 v sau
c ph bin ti rt nhiu quc gia. Ti Vit Nam dch v 3G c cp php cho bn nh
mng l Viettel, Mobifone, Vinaphone v Vietnamobile t nm 2009. Dch v
3G u tin c Vinaphone cung cp vo thng 10/2009 v tip n l cc nh cung
cp Viettel, Mobifone, Vietnamobile.
31. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 21 Hin nay tng s lng thu bao s dng cc dch v 3G ln n
con s hn 22 triu thu bao (B Thng tin v Truyn thng, 2014) Mc d cng l
th h cng ngh truyn thng th ba c cng nhn bi T chc Vin thng Th gii
(ITU) nhng trong thc t cc nh sn xut thit b xy dng thnh 4 chun 3G
thng mi chnh l: W-CDMA Tiu chun W-CDMA l nn tng ca chun UMTS
(Universal Mobile Telecommunication System) da trn k thut CDMA tri
ph dy trc tip v c xem l gii php thch hp vi cc nh khai thc dch v di
ng s dng cng ngh GSM, c s dng ch yu chu u v mt phn chu , cc nh mng
hin ti ca Vit Nam cng ang s dng phin bn ny. CDMA 2000 Mt tiu chun
quan trng khc l CDMA 2000 chun tip theo ca 2G CDMA v IS 95. CDMA
2000 l th h tip theo c s dng bi cc nh mng khai thc dch v trn nn tng
cng ngh CDMA v c pht trin tp trung ch yu ti Hn Quc, Nht Bn. Chun ny
cng c chp nhn bi ITU. TD CDMA Chun TD CDMA l mt chun da trn k thut
song cng phn chia theo thi gian (time division duplex). y l chun
thng mi p dng hn hp TDMA v CDMA nhm cung cp dch v cht lng tt hn cho
truyn thng a phng tin trong c truyn d liu ln m thanh, hnh nh. TD
SCDMA Chun TD-SCDMA c bit n t hn so vi cc chun khc ang c pht trin
ti Trung Quc bi cng ty Siemens v Datang nhm mc ch nh mt gii php
thay th cho W CDMA. Do nn tng ca 3G l m rng bng thng so vi cc th h
truyn thng trc y nn dch v ca n cng rt a dng bao gm: dch v mobile
internet, dch v video call, dch v mobile TV v dch v Internet 3G.
Trong :
32. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 22 Dch v internet 3G thng c cc nh cung cp dch v nh
ngha l dch v truy cp internet bng thng rng qua thit b kt ni vi my
tnh (USB 3G, SIM 3G). Ngy nay vi s pht trin ca cc th h in thoi thng
minh (smartphone), ranh gii gia dch v mobile internet v internet 3G
tr nn kh nhn bit hn. Mt s nh cung cp ng nht hoc khc bit ha hai dch
v ny ph thuc vo chin lc kinh doanh ca tng doanh nghip. 1.3.2 Cc nh
cung cp dch v internet 3G ti Vit Nam Ti Vit Nam nm 2009 B Thng tin
& Truyn thng mi chnh thc cp php xy dng v khai thc dch v 3G cho
bn nh cung cp bao gm: Viettel, Mobifone, Vinaphone v Vietnamobile3
. Trong dch v internet 3G u tin c gii thiu bi Vinaphone vo thng
10/2009 v tip sau ln lt cc nh cung cp khc u cung cp dch v ngy mt a
dng. Cc hnh thc cung cp dch v hin nay c chia thanh cc gi phn loi
theo hai hnh thc tr trc hoc tr sau v tr tin theo lu lng hoc khng
gii hn lu lng. Di y l tm lc cc dch v internet 3G chnh ca cc nh cung
cp hin nay ti Vit Nam: Tp on Vin thng Qun i (Viettel) nh ngha dch v
v li ch khch hng: Dch v internet 3G ti Viettel c gi l dch v Dcom
3G. Dch v ny cho php khch hng truy cp internet tc cao thng qua sng
3G, khch hng c th s dng mi lc, mi ni, thit b d dng ci t, c giao din
thn thin v c th thay th cho dch v ADSL truyn thng. iu kin s dng:
Khch hng c SIM DATA 3G gn vi cc thit b kt ni vi my tnh l c th s dng
c dch v trong vng c ph sng di ng ca Viettel. Hin ti Viettel chia
dch v D-com 3G thnh nhiu gi cc khc nhau vi hai nhm gi tr trc v tr
sau cng hai hnh thc tr tin theo lu lng hoc 3 Thc t nm 2009
Vietnamobile v EVN Telecom l mt lin danh c cp php. Tuy nhin sau EVN
Telecom phi sp nhp vi Viettel nn lin danh ny ch cn mt mnh
Vietnamobile.
33. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 23 khng gii hn lu lng. Cc gi tr trc c chia theo nhm
bao gm gi cc ngy (DC5, D10), gi cc thng trn gi (DC70, DC120, DC200,
KM50), gi cc theo lu lng s dng (DC30 v D50), gi cc 6 thng (DC300) v
gi cc 12 thng (DC500), cc gi tr sau gm Dmax v Dmax200. Tng Cng ty
Thng tin Di ng (Mobifone) nh ngha dch v khch hng: Ti Mobifone dch v
internet 3G c t tn l Fastconnect v c nh ngha l dch v gip truy cp
internet bng rng v gi tin nhn SMS trong phm vi vng sng ca mng
Mobifone thng qua cc thit b truy cp internet trn nn cng ngh
GPRS/EDGE/3G. iu kin s dng: Khch hng phi c Sim Fastconnect c gn vi
thit b truy cp internet nh my tnh, my tnh bng. Hin ti Mobifone cng
ang cung cp kh nhiu gi cc khc nhau vi hai hnh thc tr trc v tr sau
cng vi hai hnh thc tr tin l tr theo lu lng hoc khng gii hn lu lng.
C hnh thc tr trc v tr sau c c iu kin s dng v tnh nng ging nhau (ch
khc hnh thc tr tin trc hoc sau) bao gm cc gi FC10, FC50, FCU70,
FCU90, FCU210, FCU200 v FCU300. Tng Cng ty Dch v Vin thng
(Vinaphone) nh ngha dch v khch hng: Cng tng t nh cc nh cung cp khc
dch v internet 3G ca Vinaphone l dch v truy cp internet qua sng di
ng thng qua cc thit b kt ni. Ti Vinaphone dch v internet 3G c gi tn
l dch v EZCom. iu kin s dng: S dng sim 3G kt ni vi thit b truy cp
internet ph hp. Hin ti Vinaphone cng c hai hnh thc tr trc v tr sau
khi cung cp dch v EZCom. Vic phn chia theo lu lng c chia thnh ba
nhm: (1) gi cc khng c lu lng min ph (D0); (2) gi cc c lu lng min ph
(D5, D10, D50, D70 v D120) v (3) gi cc khng gii hn lu lng min ph
(Dmax, Dmax100, Dmax200, D250 v D500).
34. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 24 Cc ph ca tt c cc nh cung cp khng chnh nhau nhiu,
vi cc gi tr tin theo lu lng cc ph xp x 10VND/Kb. 1.4 M hnh cu trc
tuyn tnh4 1.4.1 Gii thiu tng qut v m hnh cu trc tuyn tnh M hnh cu
trc tuyn tnh (Structural Equation Modelling: SEM) l mt k thut thng
k phc hp v linh hot phn tch cc mi quan h phc tp trong cc m hnh nhn
qu. SEM cn c gi l th h phn tch d liu th hai vi cc k thut phn tch
hip phng sai hay h phng trnh trong cc m hnh cu trc l thuyt trong
nghin cu x hi hc. Khc vi th h phn tch d liu th nht bng phn tch tng
quan, hi quy cc gi nh thng k ch xem xt tng quan h mt m khng th xem
xt cng mt lc tt c cc quan h kh d ca m hnh. Hin nay ng dng ca SEM rt
rng trong lnh vc nghin cu hnh vi nh cc nghin cu tm l, x hi hc,
nghin cu ngi lao ng, nghin cu khch hng, vv. SEM cng l mt tp hp ca
nhiu k thut phn tch thng k khc nhau nh: Phn tch khng nh nhn t (CFA:
Confirmatory factor analysis), phn tch ng dn (Path analysis), phn
tch cu trc a nhm v c phn tch hi quy hay phn tch phng sai, vv. Di y
tc gi gii thiu mt s k thut phn tch c bn trong SEM c s dng ph bin.
1.4.2 Phn tch khng nh nhn t Phn tch khng nh nhn t l phng php xc nh
s ph hp ca d liu vi m hnh l thuyt. Tc l nh nghin cu bit s b v cc mi
lin h trong m hnh v kim chng tnh ph hp ca m hnh vi d liu. Phn tch
CFA nhm khng nh m hnh v cc cu trc l thuyt c sn qua cc nghin cu tin
nghim hoc m hnh l thuyt c trc. Khc vi phn tch khm ph nhn t 4 L
thuyt v thng k ca phng php SEM kh phc tp nn trong phn ny tc gi ch
gii thiu khi qut cc ng dng v tiu chun ca phn tch bng m hnh cu trc
tuyn tnh. Ngi c c th tm hiu thm cc ti liu y ca Hair v cng s (2006),
Kline (2011), vv
35. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 25 (EFA) l khi nh nghin cu cha c thng tin v mi quan h
gia cc bin quan st v phi da vo d liu tm ra cc cu trc cu thnh cc nhn
t. Cc nhn t v tn gi ca chng ch c c sau khi tin hnh phn tch. Ngc li
trong CFA nh nghin cu phi bit c bao nhiu nhn t v mi nhn t c bao
nhiu bin quan st. CFA c nhim v tm cch khng nh tnh ph hp ca m hnh l
thuyt theo gi nh ca nh nghin cu vi d liu c sn. y cng l cch tip cn
ca SEM. Trong phn tch CFA mi mt cu trc (nhn t) ti thiu phi c ba bin
quan st. Trong mt m hnh c t hai cu trc tr ln (thang o a hng) th mi
cu trc phi c ti thiu hai bin quan st, tt hn cn c nhiu hn hai bin
cho mi cu trc (Kline, 2011). Trong CFA nh nghin cu phi xc nh nm
thnh phn: (1) cc bin tim n (latent variable); (2) cc bin o lng hay
bin quan st (item); (3) cc h s ti nhn t; (4) mi quan h gia cc cu
trc v (5) sai s cho tng bin o lng (ei). Trong phn tch CFA c hai m
hnh l (1) m hnh o lng v (2) m hnh ti hn (hay m hnh cu trc). M hnh o
lng l m hnh o lng mt nhn t (c n hng v a hng) m khng xem xt quan h
ca nhn t vi cc nhn t khc. M hnh ti hn l m hnh l m hnh cho php nh gi
cc quan h ca cc nhn t vi nhau xem xt gi tr phn bit gia cc khi nim
nghin cu. nh gi tnh thch hp ca m hnh CFA cc nh nghin cu cn quan tm
n mt s gi tr bao gm: (1) gi tr hi t (convergent validity); (2) gi
tr phn bit5 (discriminant validity) v (3) tnh tng thch ca m hnh vi
d liu th trng. Gi tr hi t l gi tr phn nh tnh tng ng ca cc bin quan
st o lng cng mt cu trc. Hay ni cch khc cc bin quan st o lng mt cu
trc phi c tng quan cao vi nhau. Cc h s ti nhn t ca cc bin quan st 5
Trong thc t, cc nh nghin cu c th nh gi tnh n nguyn, gi tr lin h l
thuyt ca cc khi nim nghin cu
36. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 26 ln hn 0.5 c th xem thang o t gi tr hi t. Cc h s
tin cy tng hp ln hn 0.7, phng sai trch ln hn 50% cng c xem l cc ch
bo m bo gi tr hi t ca mt thang o. Gi tr phn bit l gi tr c nh gi
trong m hnh ti hn khi cc nhn t trong m hnh c t do quan h vi nhau,
nu h s tng quan ca cc nhn t trong m hnh khc n v c th kt lun cc cu
trc t gi tr phn bit (Steekamp& van Trijp, 1991). M hnh tng thch
vi d liu th trng l ch mc ph hp ca cc quan h cu trc vi d liu. Xem xt
d liu nghin cu v m hnh l thuyt c tng thch vi nhau khng. C nhiu ch
bo khc nhau nh gi tnh tng thch ca m hnh vi d liu th trng. Nhng ch s
ph bin bao gm Chi- square, h s Chi-square iu chnh bc t do
(Chi-square/df), h s thch hp so snh CFI (Comparative Fit Index), ch
s mc ph hp m hnh GFI (Goodness of Fit Index), ch s Tucker Lewis TLI
(Tucker Lewis Index), ch s RMSEA (Root Mean Square Error of
Approximation), vv. Trong : Chi-square/df nh hn 3 (Chin & Todd,
1995; Hair v cng s, 2006), mt s tc gi khc ngh cng nh cng tt (Segar
& Grover, 1993). Ngoi ra thc t ngi ta cn phn bit theo c mu: Chi
square/df < 5 vi mu ln hn 200 hay nh hn 3 vi mu nh hn 200
(Kettinger & Lee, 1995). CFI, TLI, GFI ln hn 0.95 nu mu nh hn
250 v s bin quan st trong m hnh di 30 bin quan st, ln hn 0.92 nu mu
ln hn 250 v s bin quan st nh hn 30, ln hn 0.9 nu s bin quan st ln
hn 30 bin (Hair v cng s, 2006). RMSEA nh hn 0.05 c xem l tt, nh hn
0.08 cng c th chp nhn c (Hooper v cng s 2008). Do cc ch s nh gi s
ph hp m hnh khng thng nht vi nhau nn cc nh nghin cu ngh s dng nhiu
ch s nh gi tnh tng thch ca m hnh vi d liu th trng. Thng thng s dng
3 n 4 ch s l bng
37. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 27 chng cho mt m hnh ph hp. Trong thc t ch cn trnh by
ch s Chi- square/df, CFI hoc TLI v RMSEA l cung cp bng chng v tnh
ph hp ca m hnh m khng cn xt qu nhiu ch bo khc nhau (Hair v cng s,
2006). 1.4.3 Phn tch ng dn Phn tch ng dn hay cn gi l m hnh nhn qu,
tp trung vo vic kho st mng quan h gia cc bin o lng, mi quan h nhn
qu gia cc bin tim n, cng tc ng trc tip, gin tip v tng hp ca cc bin
trong mng quan h gia cc bin. M t mt mng quan h (m hnh cu trc) n gin
nh sau: Hnh 1.11 M t phn tch ng dn Trong m hnh cu trc ny c hai loi
nh hng l nh hng trc tip v nh hng gin tip. nh hng trc tip l nh hng
ca mt bin ti mt bin khc khng thng qua mi quan h trung gian (v d X3
chu nh hng ca X1 v X2). nh hng gin tip l nh hng ca mt bin ti mt bin
khc qua mt bin trung gian (v d: tc ng ca X1 ti X4 thng qua X3). V
bn cht phn tch ng dn l mt phn tch h phng trnh hay chui phng trnh
(serial equation) phn nh mi quan h nhn qu ca m hnh l thuyt. Phn tch
ng dn cho bit tc ng trc tip ca cc bin trong m hnh v cc tc ng gin
tip ca bin c lp ti cc bin ph thuc trong mng quan h thng qua cc bin
trung gian. Phn tch ng dn cng l mt dng ca m hnh cu trc nn nh gi tnh
tng thch ca m hnh vi d liu th trng cng c xem xt qua cc ch s thch hp
m hnh nh trong phn tch CFA. X1 X3 X5 X4 X6 X2 X3 = 1X1 + 2X2 X4 =
3X3 X5 = 4X3 X6 = 5X4 + 6X5
38. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 28 1.4.4 Phng php c lng bootstrap Trong cc c lng thng
k thng l c lng tham s ca mu suy din cho tng th. Tuy nhin cc c lng
mu thay i t mu ny sang mu khc. nh gi s tin cy ca cc c lng, cc nh
nghin cu c th chia mu nghin cu thnh hai mu con. Mt mu dng c lng
tham s, mt mu dng so snh vi gi tr c lng c nh gi chch (bias) ca cc c
lng. Tuy nhin, cch lm ny thng khng kh thi do cc phn tch nhn t u i
hi mu ln. Trong trng hp nh vy phng php thay th thng c s dng l phng
php bootstrap. Bootstrap l phng php ly mu c hon li c pht trin bi
Efron (1979). Trong phng php bootstrap mu thu c ng vai tr l tng th
v cc mu c ly ra c lng ly theo quy tc ly mu c hon li (sampling with
replacement). Vi cch ly mu ny nh nghin cu c th ti to nhiu c mu
nghin cu khc nhau c lng cc tham s thng k v so snh n vi c lng mu ban
u. chch ca c lng bootstrap vi mu cng nh cng th hin tnh tin cy ca c
lng mu tnh c. Cc phn mm thng k hin nay nh SPSS, AMOS, SAS, R,vv u
cho php ngi s dng s dng phng php bootstrap to ra nhiu c mu khc nhau
ty so snh vi c lng ban u mt cch rt d dng v thun tin. 1.4.5 Phn tch
a nhm so snh s khc bit v mc tc ng ca cc bin trong m hnh theo tng
nhm phn loi nh nghin cu c th dng phn tch a nhm. n gin phn tch a nhm
l vic phn nhm theo cc du hiu phn bit c nh sn bi nh nghin cu v tin
hnh c lng cc tham s thng k cho tng nhm. Vic so snh cc tham s thng k
ca c lng t cc nhm s cho bit thc s c s khc bit v mc tc ng ca cc bin
khc nhau gia cc nhm hay khng.Trong phn tch a nhm nh nghin cu phi c
lng hai m hnh khc nhau so snh l (1) m hnh kh bin v (2) m hnh bt
bin. M hnh kh bin l m hnh c lng cho tng nhm c phn loi, trong khi m
hnh bt bin l m hnh c lng chung khng phn bit gia cc nhm. la chn m
hnh
39. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 29 kh bin (thc s c s khc bit v mc tc ng ca cc bin gia
cc nhm) hay m hnh bt bin (khng c s khc bit c ngha gia cc nhm), cc
nh nghin cu kim nh Chi-square. Nu gi tr p-value nh hn 0.05 th chn m
hnh kh bin v ln hn 0.05 th chn m hnh bt bin. Tm tt chng 1 Trong
chng ny tc gi gii thiu khi qut v l thuyt hnh vi ngi tiu dng theo c
quan im ca kinh t hc v marketing, cc m hnh nh gi xu hng s dng dch v
cng ngh (IDT, TRA, TPB, TAM, UTAUT, ISS) lm cn c thit lp m hnh
nghin cu. Ngoi ra tc gi cn gii thiu khi qut v m hnh cu trc tuyn
tnh, mt k thut phn tch thng k phc hp c s dng trong nghin cu
ny.
40. o Trung Kin. (2015), Nghin cu xu hng chp nhn s dng dch v
internet 3G ti H Ni s dng m hnh cu trc tuyn tnh, Lun vn thc s, i hc
Bch Khoa H Ni 30 CHNG 2 M HNH V PHNG PHP NGHIN CU 2.1 M hnh v gi
thuyt nghin cu Da trn vic phn tch mi quan h ca cc nhn t nh hng ti
hnh vi s dng dch v trong lnh vc cng ngh t nhiu m hnh nghin cu khc
nhau (IDT, TRA, TPB, TAM, UTAUT, ISS), tc gi xut mt m hnh nghin cu
tch hp t cc l thuyt ny. M hnh xut l s pht trin thm ca m hnh nh gi d
nh s dng dch v internet 3G ca o Trung Kin v cng s (2014) trc y.
Trong tc gi tch hp hai khi nim cht lng dch v v cht lng thng tin
thnh mt khi nim a hng l cht lng dch v v thng tin. ng thi m hnh b
sung thm nhn t nh hng x hi vo m hnh nh hng ti d nh s dng v bin hnh
vi s dng trong quan h vi d nh s dng. M hnh nghin cu c xut nh
sau:
