Anh hu'dng cua gia trj cam nhan den trung thanh thuofng hieu tren mang thu'dng mai xa hoi d Viet Nam
MGOVEN MINH N G Q C DCTCfNG H 6 N G H A N H "
NGOYEN TH! H A ' "
PHvjm THI H 6 N G NHUNG'""
NGUYEN TH! THU PHCTdNG"""
T o m t a t
Nghien cdu dugc tie'n hdnh nhdm ddnh gid dnh hudng cua Gid tri cdm nhdn de'n Trung thdnh thuang hieu (TTTH) cua ngUdi ddng true tuyen trin cdc trang thutmg mgi xd hgi (TMXH).
Sd lieu phuc vu nghiin cdu dugc thu thdp tit 120 thdnh vien tren mgng TMXH Apple Watch Vietnam. Kit qud kiim dinh md hinh cdu triic tuyin tinh cho thdy, Gid tri cam nhgn tii mgng TMXH (gid tri sd dung, gid tri thu hudng vd gid tri xd hgi) ed dnh hudng tich cue de'n TTTH (Bai vii't sit dung cdch viet so thap phdn theo tiiu chuan qud'c li').
Id k h o a : gid tri cdm nhgn, trung thdnh thuang hiiu, mgng thugng mgi xa hgi, Viet Nam S u m m a r y
The study is conducted to assess the impact of Perceived value on Brand loyalty of online users for social commerce sites. Data were collected from 120 members of the Apple Watch Vietnam. The results of testing the linear structure model show that Perceived value from so- cial commerce sites (usage value, beneficiary value and social value) has a positive effect on Brand loyalty (Decimal numbers are written under international standards).
K e y w o r d s : perceived value, brand loyalty, social commerce, Vietnam
G l d l THIEU T T T H c d n g Idn, thi thi p h a n ciia thffdng hidu dd c d n g Idn va ngffdc lai.
Ciing vdi sff p h a t trie'n n h a n h c h d n g V d i nhtJng ly d o trdn, vide xdc dinh dffdc cdc y e u eua i n t e r n e t va sff b u n g nd c u a thffdng to' a n h hffdng de'n T T T H cd y nghia rd't q u a n trpng ddi mai didn tff ( T M D T ) , V i e t N a m vdi d a n vdi b o a t d o n g bdn h a n g trffc t u y e n ndi c h u n g , b a n h a n g sd khoang 96.2 trieu ngffdi ( n d m 2 0 1 9 ) q u a cdc m a n g T M X H ndi rieng.
dang trd thdnh thi trffdng d a y t i e m n d n g M a n g T M X H dffdc dinh nghia Id mdt hinh thffc eho hoat d d n g m u a bdn trffc tuye'n, d a c truyen m i e n g cua T M D T ( D e n n i s o n va c d n g sff, 2 0 0 9 ) . biet la cdc san phd'm c d n g n g h e t h d n g tin M d t s d nghidn effu k h a c nhau gdi y rdng, gid t q c a m vd dien thoai di d p n g . Cu the^ t h e o b a o nhdn cd the' a n h hffdng de'n T T T H . Tuy vdy, p h a n Idn cdo cua N i e l s e n ( 2 0 1 7 ) , trong s d 9 8 % c d c n g h i e n cffu trffdc d a y dffdc thffc hidn d cdc nffdc ngffdi tidu d u n g truy c a p v a o i n t e r n e t da p h a t trie'n, chffa cd nghidn cffu tffdng tff dffdc thffc hien mua h a n g trffc tuye'n, 4 0 % trong s d h p da d V i e t N a m , ddc bidt Id trong bd'i canh m a n g T M X H . mua trffc tuye'n ddi vdi sdn p h a m c d n g Vi v a y , c a u hdi h e u gia tri c a m n h a n cd a n h hffdng dd'n nghe thdng tin vd didn t h o a i di d d n g . T T T H t r e n m a n g T M X H d Viet N a m h a y k h d n g ? v a n Trong ITnh vffe T M D T , T T T H a n h hffdng la cau hoi d a n g q u a n tdm ca v e m a t ly ludn vd thffc tidn.
rd't Idn de'n tlii p h a n . T r o n g s d c d c trang T M X H dffde ydu thich vd sff d u n g T h e o D a n a h e r vd c d n g sff ( 2 0 0 3 ) , r d n g rai nhff In.stagram, Q Q . . . , thi F a c e b o o k ludn ddn dd'i vdi h o a t d d n g b a n h a n g trffc tuye'n, d a u , vdi ty Id m u a hdng q u a F a c e b o o k chie'm ty le 7 0 % 'PGS, TS., ••,•",""•,'*•••,Vien Thffdng mai va Kinh te qudc te, Trifdng Dai hgc Kinh te Qudc dan Ngdy nhan bdi. 04/02/2020; Ngdy phdn bien: 15/03/2020; Ngdy duyel ddng: 19/03/2020
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HINH 1: MO HINH fHGHlEN CdU
BANG 1: THANG DO "GIA TRI CAM NHAM" VA "TRUNG THANH THdC3NG HIEQ"
Ky hieu PV PVI a l l al2 al3 PV7 bll M?
bl3 PV3 ell cl2 cl3 BI.
ll 17.
13
Bien solyeu to/bien quan s&i GIA TRI CAM NHAN
Gid tri xd lioi
Su' dung Cong dong Apple Watch de mua sSm giup toi tao §'n wane i6't vdi nhffna nsiSdi khic.
SiJ dung C6ng d6ng Apple Watch de mua sam giup toi hieu ro hdn ve Conu done nav.
MOI ngu'cfi xung quanh [6i dong y, dong tinh vdi viec; loi mua sam tren Cong dong Apple Watch.
Gid trihudne thu
SO: dung Cong dong Apple Watch de mua sa'm khien t6i cam ihS'v hai lone
T6i thav bi thu hut bdi viec mua s^m tren Cone dona Aoole Watch Mua sam trfen cac C6ng d6ng Apple Watch khie'n toi dida man (th6a man la miJc do cao hdn cija h&i long khi ban hoan toan thich va iTng y vdi san pham).
Gid tri sic dune
Chat lu'dng ciia sdn pha'm du'dc b£n tren Cong dong Apple Watch la dane tin cSv
NhiJng sdn ph^m trSn C6ng d^ng Apple Watch mang lai gia tri tu'dns xilna vdi chi ohi loi bo ra
Mua sam trgn C6ng d^ng Apple Watch gulp toi nhanh chong tim du'dc nhffns san nham oliu hdn
TRUNG THANH THl/ClNG HIEU
Neu toi gap phai van de vdi thifdng hieu Apple, toi se co gSng hieu neuven nhan cua van de do.
Toi diT dinh se tiep tuc mua s^m cac san oham cua thu'dne hieu Aoole.
Neu nhCTng san pham cua thu'dng hifiu Apple khflng co san tai cfra hane, toi sSn sans mua nd d mot ciJa dane khac
Nguon
Sweeney va Soutar (2001), Chiu va cong
su-(20l4)
Chaudhun va cong sU'(2d01), Ballester va cong sir (2003)
gi ho nhan dude vi nhffng gi P'"';,''" j ^^
Zeithaml coi gia tri cam nhan la kj'"l „ sanh giffa hai thanh phan "nhan dffclc
"bo ra" ttr viec sS dung san pham. d!^" • ;
• . mot so ngffdi tieu
[Nguon Tdng hop cua nhom tac gia
trong ndm 2018, tang nhe so vdi 2017 (ThffOng hidu Viet Nam, 2018). Trong Idn dd, Apple Watch la mdt thffdng hidu ddng ho thdng minh rd't thanh cdng, lien tuc duy tri vj tri ddn dau thi trffdng toan cau trong sud't 5 nam vdi 6.8 tridu chie'c dffOc ban ra, chid'm 48% thi phan vao nam 2019 (Strategy Analytics. 2019). Vi vay, nhdm tdc gia dd tie'n hanh khao sdt va thu thdp sd' lieu tff cdc thanh vidn mang TMXH Apple Watch Vietnam tren Facebook de tra ldi cau hdi nghien cffu tren.
c a SCI LY THUYET VA PHL/aNG PHAP NGHIEN CLfU
Ccf sd ly thuye't Gid tri cdm nhgn
Theo Zeithaml (1988), "Gid tri cam nhan la sff ddnh gia tdng die cua ngffdi tieu diing ve rien ich cua mdt san pham hay dich vu dffa vdo nhdn thffc cua ho ve nhffng
Idn mua dffdc Zeithaml lap luan rang.
diJng cam nhdn dffdc gid tri , hang hda/dich vu vdi mffc gid thap, nwmz ngffdi khac cam nhdn dffdc gia tn km co mdt sff can bang giffa chat Iffdng va gia ca.
' v l thanh phdn, cac nghien cffu trffdc ddy chi ra rang, Gid tri cam nhan dff0c can thdnh bdi ba yd'u td: Gia trj xa hoi, Gid Xn sd dung vd Gia tri thu hffdng.
Gid irixdhdidMc dinh nghia la quan diem vd sff tff y thffc ban thdn trong xa hdi bat ngudn tff vide sff dung cdc trang TMXH (Sweeney va Soutar, 2001). Gid tri xd hdi dffdc hidn thffc hda thdng qua viec ndng cao dia vi va long tff trpng (Rintamdki va cdng sff, 2006).^
Gid tri sd dung de cap den cac "ldi ich ly tinh", ldi ich ve chffc ndng md san ph^m/dich vu dem lai cho khdch hang, dffdc cung cd'p bang cdch sff dung cac trang TMXH, nhff sff thuan tidn va giam chi phi; va nd tap trung vao nhan thffc cua ngffdi diing ve tidn ich va hidu sud't (Hsu va Lin, 2016, Xu vd cong sir, 2015).
Gid tri thu hudng Uen quan de'n ldi ich, khdng lien quan tdi chffc ndng cua san pham hay dich vu cd dffdc tff viec sii"
dung cac trang TMXH, chang han nhff:
sff vui thich va hanh phffc; va gia tri thu hffdng dffdc chu y nhieu hdn de'n ldi ich cam xuc (Heijden, 2004).
Trung thdnh thUdng hifu OUver (1999) dinh nghia TTTH la cam ke't chac chan se mua lai hoac ffu di hdn mot sd san pham/dich vu, bang each tidp tuc mua san pham cua ciing mot thffdng hieu hoac mdt nhdm thffdng hieu, dii bi anh hffdng bdi hodn canh va nhiJng nd Iffc trong quang cao cua sdn pham khac cd tiem ndng de tao ra sff thay ddi trong hanh vi.
Tffdng Uf, theo Liu va cdng sff (2012), TTTH de cap de'n mffc do gdn bd cua khach hang dd'i vdi mdt thiTdng hieu cu the.
Mo htnh nghidn citu
Cac nghien cti^i khdc nhau chi ra rang, gia tri cam nhdn Id mot yd'u to' quan trong anh hffdng de'n cdc hdnh vi khac nhau cua khach hang. Nghien cffu cua Gan va Wang (2017) cho rang, gid tri cam nhan cd anh hffdng dang ke vd tich circ de'n sff hai long va y dinh mua hang ciia ngffcfi tidu dung. Mffc gid tn cam nhan cao hdn se cd kha nang cai thien sff hdi loni- va Idm tang y djnh mua sdm cua khdch hdng
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Nghien cffu cua Xu va cdng sff (2015) va Hsu va Lin (2016) cho thd'y, gia tri su"
dung vd gia tri thu hffdng deu anh hffdng dang kd de'n sff hdi long cua ngffdi dung ffng dung di ddng.
Nghien cuU cua Hu va cdng sff (2015) cOng cho tha'y, gid tri xa hpi trffc tuye'n cd anh hffdng tich cffc de'n sff hai long cua ngffdi sff dung ddi vdi phffdng tien truyen thdng. Trong khi dd, trong mdt nghien cffu ve may tinh bang, Huang va cdng sff (2011) chi ra rdng, sff hai Idng cua khdch hdng cd anh hffdng tich cffc de'n TTTH. Cu the, khi khdch hang hai long hdn, thi se cd mffc dd tmng thanh cao hdn ddi vdi thffdng hidu.
Tren cd sd cdc ke't qua nghidn cffu tren, nhdm tdc gia de xuat md blnh nghien cffu Gia tri cam nhdn tff vide sff dung mang TMXH anh hffdng tich cffc den TTTH nhff Hinh 1.
Cdc thang do dffdc de xud't bao gdm:
Thang do cho bie'n phu thudc "Trung thdnh thuang hiiu" va Thang do cho bid'n ddc lap "Gid tri cam nhdn " (Bang 1).
Td't ca cdc khoan muc dffdc quan sdt cua Gia tn cam nhan (BL) va Trung thanh thffdng hidu (PV) dffdc do Iffdng tren thang diem tff 1 de'n 5 (1 = Hoan toan khdng dong y; 5 = Hodn toan ddng y).
Fhffffng phap nghien cifu Nghien cffu dffdc thffc hien thdng qua khao sat online dffdc gffi qua Messenger (Facebook) de'n nhffng thanh vien dang tham gia hdi "Apple Watch Vietnam " theo phffdng phdp ddn ldi. Nhdm tac gia cung sff dung ky thudt qua bdng tuye't trong viec thu thdp dff hdu, khi gtfl phie'u khao sat cho mot ngffdi, va dffdc ngffdi tham gia khao sdt gidi thieu them mdt ngffdi khdc de nhdn rdng so phid'u va tie'p cdn da dang hdn vdi cdc dd'i dj'dng ngffdi dCing. Sau 14 ngay (tff ngay 20/02 den ngay 05/03/2020), nhdm tdc gia thu diap dffdc 120 phid'u_khao sdt, ddp ffhg dffdc yeu cau quy md mau td'i thieu Id 100 cho md hinh cd'u triic 5 pham tru hoac it hdn (Hair vd cdng sff, 2014).
Mau thu thdp cd dac diem cu the nhff sau: Theo gidi tinh: 84 nam, 36 nff; Theo dd tudi: dffdi 20 cd 12 5%, tff 20-30 cd 70.8%, tff 30-40 cd 14.2% va tren 40 chie'm ty Id ra't nhd 2.5%; Theo nghd nghiep: cd 50,8%
la sinh vien va 49.2% la ngffdi di lam.
KET QUA NGHIEN CLfU
Ki^m ^nh thang do l^ng md hinh CFA Ket qua phan tich sff phd hdp cua md hinh do Iffdng dffdc tnnh bay trong Bang 2.
BAMG 2 Measure (Ciic chi so) CMIN/DF CFI RMSEA PC lose
KET QUA KIEM DjNH SCT PHCI H0P CUA MO HIMH DO LCTCiMG Estimate
(Udc lifdng) 1 707 0.966 0.077 0 061
Threshold (Dinh mile) BeUveen 1 and 3 (eiiJa 1 va 3)
>0.95
<0 06
>0.05
Inierpretalion (Giai thich) Excellent (Ra'i tot)
Excellent (Ra't lo'i) BAMO 3: KET QUA KIEM DINH Dp TIN C»V CQA THANO DO
Bie'n sfT PV (Gia tri cam nlian) BL (Trung llianli liiifdne liieu)
CR 0.967 0.868
AVE 0.906 0.687
MSV 0474 0 424
PV 0.952 0.651
BL 0.829
•^••juon Tmh to.iii l,i v, heu khd., ..il , ud nhon, 1 HiNH 2: KET QUA KIEM DjMH GIA THUYET THEO MO HINH SEM
C M I N / D F ^ I 70 C FI = O 9 6 6 RMSEA=0.(>77 PC lose=0 06 I R^ = 42 H5%
iNcjiKin Tong hdp i BANG 4: KET QUA KIEM DjNH
Predictor (Bie'n doc lap) Outcome (Bien phn ihuoc) Std Beta (He so hoi guy) PV (pia tn cam nhan) I BL (imna thanh thiTOna hieu) I
Ke't qud cho thd'y, cdc dieu kien ve sff phu hop deu dffOc dam bao. Cu the, CMIN/DF thudc doan [1,3], CFI
> 0.95, PClose > 0.05, deu d mffc rd't td't; chi sd' RMSEA thudc doan [0.06, 0.08] la khoang dffOc chd'p nhdn.
Bang 3 cho thd'y, cac thang do la tin cay. Cu the', gid tri ciia he so'tin cdy tong hdp CR cua thang do phai Idn hon 0.7 (Chin, 1998). Bang 3 da chi ra cac thang do gia tri cam nhdn va TTTH deu cd do tm cdy vd hdi tu cao.
De phdn tich do phdn bidt, thi cdn bdc hai AVE cua nhdn td' phai Idn hOn he so' Hdn he ciia mdi nhan to' dd'i vdi cac nhdn td' khdc (Fornell vd Lacker, 1981).
Vl vay, kd't qua dffdc trinh bay trong Bang 3 cho tha'y, Gia tri cam nhdn vd TTTH Id hai khai niem khac nhau.
Kd't qua kid'm dinh gia thuyet bdng mo hinh SEM Ke't qua phan tich cd'u true tuye'n tinh cua md blnh nghidn cffu cho thay, md hinh phii hdp vdi dff lieu khao sdt vdi cdc tham so. CMIN/DF = 1.707; CFI = 0.966;
RMSEA = 0.077: PClose = 0.061 vd tdc ddng ciia Gid tri cam nhdn dd'n TTTH Id tich cffc va cd y nghia ve mat thd'ng kd (p = 0.65, vdi a S 0.001). Nhdn to' Gid tri cam nhdn giai thich dffdc 42.85% sff bid'n thien cua TTTH vdi mffc y nghia thd'ng kd 0.1%. Nhff vdy cd the khang dinh, khi Gia tri cam nhan cua khdch hang tff
77
cdng ddng mang TMXH dffdc cai thien, thi sff trung nghien cu^i gdi y rang. phdE trie thanh cua khach hang dd'i vdi thffdng hidu ben quan se cdng dong mang TMXH la r"pt ^ tdng Idn (Hinh 2 va Bang 4). lu-dc hffu ich, ma cac doanh nghiep
thi dp dung de' tang cffdng sff trung thann KET LUAN VA HAM Y cua khach hdng dd'i vdi thffdng hieu-
De thifc hidn muc tieu_nay, cac doanti Ke't qua nghien cifu cho thd'y, Gia tri cam nhdn la nghidp can chii trong nang^cao g _ _ yd'u td'quan trong cd anh hffdng tich cffc de'n TTTH. cam nhdn ciia ca ba ye'u to'la: Gia tri xa Kd't qua nghien cffu dd cung cd'p luan cff khoa hoc hdi, Gid tri hffdng thu va Gia tn s . g cd y nghia dd'i vdi cdc doanh nghiep. Cu the, ke't qua cua cdc trang mang TMXH-U
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