Hành vi tiêu dùng sản phẩm may mặc của thanh niên đô thị một tiếp cận xã hội học giới

Nghi§n ci5u
Gia d i n h va GlcSi
s g 4 - 2019

Hanh vi tieu dung san pliam may mac cua
thanh nienflothi: Mot tiep can xa hpi hpc gicii
Dao Thuy Hing'
Tom tat: Dua tren cac quan dilm nghien cuu trii'o'c do ve sif khac
biet gioi trong hanh vi tieu dimg noi chung, bai viet nay sir dung dir
Heu ttr khao sat ve hanh vi tieu dung san pham may mac ciia thanh
nien tai Ha Ngi de so sanh sir khac biet gidi a mpt vai khia canh cua
hanh vi nay nhu la mgt nghien cihi trucmg hop. Bai viet ban luan ve
hanh vi tieu diing cua thanh nien do thi duoi goc do gioi bao gom:
khac biet gioi trong mirc do quan tam va chi tra cho san pham may
mac, thoi diem mua, nguon thong tin ve san pham, each xtr ly san
phim sau su dung va quan diem ve chuc nang cua hanh vi tieu dimg.
Tir khda: Xa hgi hgc; Hanh vi tieu dilng; Thanh nien; Do thj; Tiep
can gioi.
Ngay nimn bai: 25/3/2019; ngay chinh sua: 1/7/2019; ngay duyet
dang: 9/8/2019.

1. Din nhap
Nghien ciru ve banh vi tieu dung la mgt Imh virc quen thugc a cac nuac
CO xa hgi tieu dimg phat ttien nhung la mgt ehu de mai me vdi nhting nuac
dang phat trien kinh te vd chii trgng vao san xuat nhu Viet Nam. Tuy nhien
vai nin kinh te dang phat trien, chuyen djch manh me tir nong nghiep sang
cong nghiep va dich vu, ttong tuong lai,Viet Nam se co nhiiu dac dilm cua
xa hgi tieu diing. Nghien ciiu hdnh vi tieu diing, dac biet trong su tac dons
cua cac tiln ttinh hien dai boa, todn cdu hoa, hgi nhdp quic tl hien nay la
mgt cbi bao ve van hoa trong xa hgi hien dai. Nhu vdy, tdm quan ttone cua
• Nghien ciiu sinh, Giang vien, KJioa Xa hpi hpc, Tnrcmg Dai hoc Khoa hgc Xa hni v' Whvan, Dai hoc Qii6c gia Ha Ngi.

'
""^"


Dao Thuy Hang

3S

viec nghien ciiu nay khong chi dimg lai a viec mo ta hanh vi ca nhdn hay
du doan xu huong tieu dimg trong tucmg lai ma con la a y nghTa xa hgi ciia
hanh vi la gop phdn kich thich tieu diing hucmg tai muc tieu phat triln xa
hgi. Duai goc do xa hgi hgc, hanh vi tieu diing kbong cbi dan thudn la mgt
hanh vi a goc do kinh te md no not len nhieu dieu ve mgt ca nhan nhu djnh
huong gia tri, dia vi xa hgi, phong each hay thdm chi la ca nhom xa hgi ma
ca nhan la thdnh vien bai viec lira chgn san phdm, sir dung san pham (ngay
cd khi la ciing mgt loai san phdm) la rat khac nhau giiia cdc ca nhdn.
Ngoai ra, theo Poster (2004) neu muln chi ra bdng chiing vl su phat
trien cua tieu diing thi do thi se la lua chgn dau tien, chu yeu bai do thi la
noi tap trung cac trung tam thuang mai. Thanh nien do thi la nhom nguai
tre de tiep nhdn xu huc3^g mai, la nhom nguai muon the hien va khdng
dinh minh trong nhiiu Imh virc, bao gom ca tieu diing (Bg Ngi vu va Quy
dan s6 Lien hgp qu6c tai Viet Nam, 2015:17; Pham H6ng Tung, 2010:6263). Vi vay, de nghien ciiu khde hga hanh vi tieu diing thi thanh nien do thi
la mgt trong nhimg nhom khach the the hien cac dac tnmg nay ro nhdt.
2. Tong quan nghien cii'u
Cac nghien ciiu di truac ban ve ITnh vuc tieu diing noi chung cung deu
rat quan tam tai cac yeu to anh huong tdi hanh vi tieu diing cua ca nhan
nhu: cac yeu to ve tam ly, dac diem thi truong va dac trung nban khdu xa
hgi cua nguoi tieu diing. Nhu da noi a tren, cac dac trung tam ly bay thi
trucmg von thugc vl ITnh virc tam ly hoac kinb te, khong phai la moi quan
tam chinh ciia cac nha xa hgi hgc, thay vao do, cdc dac trung nban khau xa

hgi nhu: gioi tinh, nghe nghiep, tuoi tac, nai sinh song, thu nhap... la cac
ylu t l tao nen su khde biet trong hdnh vi tieu diing ciJa cd nhan. Bai vay,
ngugc lai, co thi noi rdng, hanh vi tieu diing the hien nhieu dac diem xa hgi
ciia ca nhan nhu vi thi, 16i song, gia tri. Sir khac biet trong hanh vi tieu
dimg giira nam giai va nti gidi cung la chii d6 quen thugc doi vdi cac
nghien ciiu vl hanh vi tieu dimg tren thi gidi. Theo nhieu nghien ciiu, mua
sdm Id mgt hoat dgng co dac tnmg gidi rat ro rang, the hien d nhiing diem
sau day:
Phu nil CO nhu cau mua sdm nhiiu hon nam gidi va cung danh gia muc
do quan trgng ciia boat dgng nay cao han (Dholakia, 1999). Hg cung nhay
cam hom vdi nhu cau qudn ao va cd nhan thirc ve vai trd cua quan ao ro
rang, cu the ban nam gidi (Adjei va cong su, 2006).
Khuon mdu hanh vi mua sam ciia hai gidi co nhieu diem khac biet. Phu
nii xem qudn ao nhu la mgt each thiic dl tu nhan dang, trong khi dan ong
tap trung nhiiu ban vao Igi ich va chiic ndng cua chiing. Do do, khuon mau
hanh vi pho biin cua nam' gidi la hg vao cira hang chi mua nhiing gi hg can
va sau dd rdi di trong khi phu nii thi khong nhu vay (McGrath va cong su,


36 Nghien CIFU Gia dinh va Gio'i. Q u y i n 29, s6 4, tr. 34-45

2001). Kuruvilla va cong su (2009) cung cbi ra rdng phu nir danh gap hai
lan thdi gian so vdi nam gidi dh mua sdm trong cdc ciia hang va hinh thuc
"window-shopping" (chi di tbam khao, ngdm hang nhung khong mua) chu
yeu la dac ti'nh ciia phu nii. Con theo Johnson va cong su (2004), ttudc khi
mua, phu nii thudng can nhdc kT sdn pham co phii hgp vdi phong each
khong, kiem tra ti mi va thir san phdm trudc khi mua chiing. Hg hiem khi
mua luon mdt san phdm ngay khi nhin thdy ma thudng tham khao_ nhieu
noi, nghT ve no, nghien ciiu nd, hoi ban be ciia bg va sau do bat dau qua
trinh can nhSc lai. Pbu nii tich cue tim kiem va theo duoi cac phong each

va xu hudng thdi trang mdi han nam gidi.
Tieu diing la each thiic de phu nii khang djnh vai tro va vi the. Pbu nii'
cung CO the dat dugc su hai long thong qua mua sam cho ban than va cac
tbanh vien khde trong gia dinh (trich theo Stillerman, 2015). Jvlua sdm ding
tbdi cung la ITnh vuc the bien sir tu chii, dgc lap cua phu nir (Certeau,
1984). Nbu vay, tieu diing khong ehi la sir phdn anh nhu cdu va viec dap
ling nhu cau md d khia canh quan be xa bgi, ddy la no lire ciia ca nhan, cu
the Id phu nii, nhdm xac dinh vai tro vd tim kiem uy quyen xa hgi.
Tieu diing vdi phu nii con la mgt cdch thiic gidi tri lien quan den cam
xiic vui ve, thoa man va kinh nghiem mua sam (Dholakia, 1999). Doi vdi
ntr gidi, mua sam ddng vai tro la xiic tac cam xiic, tam ly va co ^ nghTa
tugng trung.
Hanh vi tieu diing vd pbu nii co nhieu dac trung lien quan tdi nhau hon
la nam gidi. Simmel cho rdng cac sdn phdm thdi trang chi ton tai trong mgt
thdi gian ngdn va phu thugc vao thdm my so dong do do mang tinh chdt bl
ngoai va thieu ben vimg. Tbdi trang la tieu chuan ma so dong duong thdi
theo duoi va vi the nd lien he vdi su thieu tu do ca nhdn. Vdi nhirng dac
trung do, thdi trang ggi nbd va dac tnmg cho nii gidi vd tang Idp trung lim
bdi hai nhom dli tugng nay deu cd gdng de bat kip tieu chuan dugc quylt
dinh bdi dan ong hoac nhom tinh boa cua xa hgi. Them vao do, cac nhom
phu thugc va yeu the han nhu pbu nir cd the su dung thdi trang nhu mot
chiec "mat na" gitip hg boa nhap de dang vao xd hgi. Thdi trang la each
duy nhdt dl phu nti the hien quyen luc ciia minh; bdi phu nii vdn co thi dua
vao thdi ttang dl tao ra cho ban thdn hg vd ngudi khac cam giac khac biet
dua tren tieu chuan chung (Simmel, 1957:541).
Nhu vdy, nhin chung cac nghien ciiu ban tdi dac tinh gidi cua hanh vi
tieu dung deu hudng tdi kit luan rang hanh vi nay mang dam net dac trune
ciia nir gidi ban so vdi nam gidi dua tren miic do quan tdm, miic do can
nhdc trong hanh vi, y nghTa xa hgi ciia hanh vi va ca tdn sudt thirc hien
banh vi ttong tuong quan giira hai gidi. Thong qua nhiing kit lutin tren eia

thuylt thuc nghiem cung se hudng tdi gia djnh rdng ylu t l gidi co nh'ime


Dao Thuy Hang

37

anh hudng nhdt djnh tdi hanh vi tieu dimg ciia nam va nii thanh nien Viet
Nam, dac biet la trong tieu dimg sdn phdm may mac - mgt loai hang hda
lien he nhieu tdi ntr gidi.
3. Phu-ong phap nghien cii'u
Dii lieu chinh ciia bai viet dugc riit ra tir khao sat do tac gia thuc hien
vao thang 10-12/2017, tai Ha Ngi, ndm trong khuon khi de tai luan an tiln
sy Xa hgi hgc: "Hanh vi tieu dimg san pham may mac ciia thanh nien do thi
tai Hd Ngi hien nay" (2015-2019). Nghien cuu co muc dicb nhdm chi ra
thuc trang tieu dimg sdn phdm may mac ciia tbanh nien Ha Ngi vd nhting
yeu to dnh hudng tdi bdnh vi ndy. Ngodi ra, tir gdc nhin ciia thanh nien,
ludn an khai quat Ien chuc ndng xa hgi ciia san pham va hanh vi tieu diing
san phdm may mac trong xa bgi do thi Viet Nam hien nay.
Trong do, dir lieu dinh Iugng dugc su dung trong bai viit ndy dira tren
khao sdt bdng bang hoi xd hgi bgc vdi ca mdu la 409 (gIm 180 nam vd 229
nii). Khach the Id thanh nien, tuoi tir 20-29, bien da va dang sinh sdng, hgc
tap vd lam viec tai Ha Ngi ttr 6 thdng trd len, co cac dac dilm khac nhau ve
trinh do hgc vdn, dac diem nghe nghiep, nai den, thu nhdp vd tinb trang gia
dinh. Cac ngi dung trong bang hoi tudn theo tien trinh cua mgt banh vi tieu
diing, gdm: hdnh vi tiep can va thu thdp thong tin ve san pham, cdn nhdc vd
lira chgn sdn phdm, quyet dinh mua, danb gia, sii dung vd xir ly san pham.
Ngoai ra bang hoi ciing dugc ket cau thanh hai ngi dung tuong img vdi hai
ngi dung chinh cua luan an ve: I) thyc trang tieu diing va 2) y nghTa xd bgi
ciJa sdn pham va hanh vi tieu diing sdn phdm may mac ciia thanh nien do

thj. Ngoai ra, cac cau hoi nhdm xac dinh cdc yeu to anh hudng tdi banh vi
tieu diing va cac dac trung nhan khau - xa bgi eiia ngudi tra ldi se dugc
long ghep trong bang hoi. Tuy nhien, trong pham vi bai viet nay, tac gia chi
sir dung co cbgn loc mgt vai ngi dung vdn de tieu diing co sy dnh hudng
cua yeu to gidi de phdn ti'ch. Dtr lieu dugc xir ly bang phan mem SPSS 25.
Do day la ngbien cthi mang tinh khdm pba vd de tiet kiem thdi gian thu
thap du dung Iugng mau nghien ciixi, mau dugc chgn theo phuang phap
thudn tien nham tiep can chi'nh xac va nhanh nhat vdi diing khacb the cdn
chgn. De dam bdo tinh khdch quan, do tin cdy va tinb dai dien d muc cao
nhat, nghien ciiu lya chgn nhieu dia diem cong egng de phong vdn trong
nhieu khung gid khde nhau. Viec thu thap so lieu dugc thyc hien tai cac
trung tdm thuang mai, sieu tbi, ciia hang thdi trang... nai khdch the dang
thyc hien hanh vi tieu diing vd bdnh vi ciia hg gan lien vdi moi trudng tieu
diing. Thdi diem khao sat la cac thang cudi ndm - ddy la djp boat dgng tieu
dimg tang manh: giap tet duang, tet dm va cac dip khuyen mai ldn nhdt
trong nam. Vdi cdch chgn mau nhu tren, trong qua trinh khao sat, nhd


38 Nghien ciPu Gia dinh va Gi6'i. Quyin 29, s6 4, tr. 34-45
nghien ciiu dong thdi co the sii dung phuang phap quan sat va phong van
khdch the.
Ngoai ra, bai viit sir dung dii lieu djnh tinh tir cdc quan sat va 15 phong
van sau cac thanh nien thugc cac linh vyc nghe nghiep, tuoi tac, nai den,
miic thu nhap va gidi tinh khac nhau.
4. Mot s o kgt qua nghien cu'U
Nghien ciiu chi ra mgt vai khac biet gidi trong hanh vi tieu diing san
phdm may mac (SPMM), cu thi Id: cau ttiic chi tieu, thdi dilm mua, nguon
thong tin ve san phdm, cdch xii 1^ san pham sau sir dung va quan diem ve
chiic ndng cua hanh vi tieu diing.
Khac biet gioi trong cau true chi tieu

Trudc het, ket qud cho thdy thanh nien trong mdu khdo sat chi tieu cho
nhieu khoan, trong do cbi chinh cbo an uong (70,4%), may mac (37,9%) va
cac boat dgng vui chai gidi trf (33,7%). Nhu vdy, trudc het chi tieu cho
may mac la mgt khoan chi quan trgng, chinh yeu trong ddi song ciia thanh
nien do thj. Ben canh dd, nbu da tong quan, cac nghien ciiu tmdc do da chi
ra rang nti gidi la ngudi quan tdm ban va cbi nhieu hem cho may mac so
vdi nam gidi.
Ciing theo nghien ciiu ciia Intage VietNam vao ndm 2012, nu gioi chi
cho ao qudn va cac sdn phdm cham soc sac dep nhieu hon so vdi nam gidi
(16%) so vdi 1 l%i). Tuang tu, ket qud thyc nghiem cbi ra trong cac khoan
chi chinh, 49,3% nii gidi chi cho may mac so vdi chi 23,3% nam gidi
(sig<0,05, df=l)
Bang 1. Ty Ie chi tieu cho may m^c nhu- khodn chi chiDh phan theo gioi (%)
„ . , . ,, ,
Nam
NO

Chi chi'nh cho may mac
Co chi
Khong chi
23,3
76,7
49,3
50,7

Ghi chu: Miic -^ nghTa thing ke: p <0,05

Khac biet gidi ve thdi diem mua
Khuon mdu banh vi mua sam cua hai gidi co khac biet ngay tir thdi dilm
xudt phat nhu cau mua sdm. Nhieu nha nghien ciru cho rdng hdnh vi tieu

dimg bdt ddu tic khi ngudi tieu diing ndy sinh nbu cdu mua sdm.
Nghien ciiu khdo sat thdi dilm ngudi tieu diing nay sinh nhu cdu mua
sdm cac SPMM cho ban than. Theo do, gdn % thanh nien do thi trong mau
khdng thyc su cd thdi diem mua sdm cu the, hay noi each khac nh'


Dao Thuy Hiing

39

ngudi tieu dimg nay khong cd nhu cau thyc sy vdi SPMM ma chu ylu Id
bat gap, thay thich va mua san phdm. Nhu vdy, tieu diing trong trudng hgp
nay khong chi nham phuc vu cho nhu cdu mac theo diing chirc nang ca ban
cua quan ao ma cdn de dap img cac nhu cdu khac.
Bang 2. Thdi dilm mua sSm san pham may mgc theo gioi tinh (%)
Th&i di^m mua sSm

Nam

NQ-

Khi do diang da cfl
Khi dfl diing da hong
Khi xuat hign xu hucmg m6i
Khi CO chucmg trinh khuySn mSi
Khi cSn sic dung cho nhiJng dip dac biSt
Khi CO nhu du da dang hoa trang phuc
Khong cu the, thay thich la mua
Khac
^

35,6**
14,4
10,6
22,8
27,2
24,4
39,4
2,2

21,0
10,0
14,4
33,2*
35,8
26,2
48,9
3.1 __^

Ghi chii: Mu'c y nghia th6ng ke * p<0,05, ** p<0,01

Ben canh do, kiem djnh Chi-binh phuang cho thdy co sy khac nhau
ttong thdi diem mua SPMM mdi giiia nam va nii. Cu tbi la nam gidi
thudng mua trang phyc mdi khi dl diing da cii (sig<0,001, df^l); trong khi
do, nii gidi thudng mua trang phyc mdi khi cd khuyen mai (sig<0,05,
df^l). Ddy la mgt khac biet gidi trong hanh vi tieu diing cung da dugc chi
ra trong nhiing nghien ciru trudc. Theo McGrath & Otnes (2001), nam gidi
tap trung nhieu ban vao Igi ich ve chiic nang cua hdng hoa; do do, nam gidi
thudng chi mua sam khi thuc sy cd nhu cdu. Theo do, cd bai thdi diem cho
thay xu hudng tieu dung SPMM ciia nam gidi nhieu ban ntr gidi gom: kbi

do diing da cii (35,6% so vdi 21,0%), khi do diing da hdng (14,4% so vdi
10,0%). Ca hai thdi diem nay deu cho thdy ti'nh thyc dung va trgng chuc
ndng cua nam gidi so vdi nii' gidi trong hdnh vi tieu diing.
Khac biet gidi trong tiep can thong tin ve san pham may mac
Tiep can san pham la viec ngudi tieu diing biet tdi hoac c6 dugc thong
tin ve san pham. Cac nghien ciiu trudc do da cho thdy kenh thong tin uy tin
hay dang tin cdy Id ca sd de ngudi tieu diing quyet djnh mua hay khong
mua sdn pham.
Viec tiep can thdng tin ciia ca nhdn cd thi bdt nguon va bi anh hudng tir
rat nhieu ngudn khac nhau. Cac nguon ca bdn co the ke tdi cung chinh la
cac mdi trudng xa hgi hda ca ban ciia ca nhdn nhu gia dinh, nhdm dong
dang, hay cac nguon thong tin dai chiing nhu tivi, mang xa h6i, quang cao
(Solomon, 2010: 387). Tuy nhien, day Id nhiing nguon ca nhan thu dugc
thong tin mgt each bi dgng. Ngoai ra, khi nay sinh nhu cau, ca nhan co the
chil dgng tim kiem cac thdng tin lien quan den sdn pham.


40 Nghien cii-u Gia dinh va Gid-i. Quyen 29, s6 4, tr. 34-45

Kit qua nghien cuu tbi hien dac trung xa hgi ciia lua tuoi thanh iiien khi
anh hudng tir cac thong tin tir gia dinh (26,2%) tdi hg khong dang ke so vdi
nguIn tin ttr ban be (57,4%), hoac nguon thdng tin chii dgng do chinh hg
tim kilm (60,3%), dac biet trong ITnh vyc tieu diing SPMM. Dang ke nhat
phai noi tdi thong tin vugt trdi tir quang cdo tir cdc mang xa hgi (nhu
facebook, instagram...) chiem 70,1%).
Bang 3. Nguon tiep can thong tin ve san pham may mac
theo gidi va nhom tuoi (%)
Nguon ti^p can
thong tin ve san pham
Nguai than

TruySn thong dai chiing
Mang xa hoi

Gidi ti'nh
32.2
18,9
61,1

21,4
10,9
76,9

Ghi chii: Muc f nghTa thing ke: p <0,05

Ket qud cho thdy, so vdi ntr, nam tbanh nien tiep can dugc cdc thong tin
ve SPMM tir ngudi thdn va truyen thdng dai chiing nhieu ban; ngugc lai nii
gidi tiep can tdi cac thdng tin nay tir cac mang xa hdi nhieu ban. Nhu vay,
dudng nhu nguon tiep can thong tin ciia nam thanh nien cd xu hudng
"truyen thong" han so vdi nu' thanh nien. Noi each khac, trong ITnh vyc tieu
dimg noi trgi cua minh, nii gidi to ra la ngudi van dyng linh boat va chii
dgng ti'nh nang va su hien dai ciia truyen thong qua mang xa hgi de tiep can
SPMM bg quan tdm.
Khac biet gidi trong tieu chi lua chgn san pham may mac
Theo ket qud khao sat, cac tieu cbi quan trgng nhat thanh nien luu tdm
kbi lya cbgn SPMM la gid cd, chdt lugng va sy phii hgp vdi phong cacb ca
nhdn. Co the thdy rdng ba yeu td nay khong co ty le chenh lech nhau qua
ldn bdi viec lua chgn sdn pham khong chi phu thugc vao mgt ylu t l duy
nhdt.
"Ba tieu chi quan trong nhat khi lua chgn mgl san pham may mac la gia ca, chat
lugng va su phii hgp vdi ca tinh cua ban than. Nhung cung con liiy san pham

cu the niia. Thong Ihuang chat lugng tot Ihi gia thanh cao, nhung cao qua thi
minh cung khong mua dugc. Vi vay, minh phai can nhic mua san phim gia phai
Chang ma chat luong cung tuang doi on, xirng vdi gia. Ngoai ra thi phai phu
hgp v61 ngoai hinh ban than nii'a" (NC?, 22 tuoi, sinh vien).

_ Ve gid ca, 71,6% danh gid day la ylu tl quan trong. Gid cua bdng boa la
yeu to gdy chii y vdi ngirdi tieu diing ddu tien, la cdng cu giao tiip so sanh
danh gia moi quan he tuang dli giiia gia tti cua hang hda va chdt luanJ
(Brassington vd egng su, 2000).
" ^


Dao Thuy Hang

41

Ben canh dd, 64,5% quan tdm tdi chdt Iugng cua san pham. Yeu to nay
thudng di kem vdi do ben ciia sdn phdm. Chdt lugng ciia sdn phdm co the
la yeu to dau tien gdy dn tugng vdi ngudi tieu dtmg - dac biet khi hg mua
hdng theo kieu truyen thong la den tan cua bang, dua ra quyet dinb dua vao
sy phdn tich edm quan vdi san pham va kiem tra true tiep chat lugng ciia
san pbam (Sproles va cdng sy, 1990).
Trong nghien ciru, cd 61,6%i quan tam tdi su phii hgp vdi phong each ca
nhdn kbi lua chgn SPMM. Theo Ozge (2013: 56), qudn do trd thanh mdt bg
phdn ca ban trong cugc song hang ngay va noi len ca tinb ciia ngudi sd biru
chting. Hay noi cdch khde, tbanh nien kha quan tdm tdi hinb anh ben ngoai
cua hg dugc tao dyng bdi cdc SPMM co tuang thich vdi gia tri hay pbong
each cd nhdn ciia hg hay khdng.
Tuy nhien xet dudi khia canh gidi, hai tieu cbi cbo thdy su khac biet co
y nghTa thong ke la gia ca va thuang bieu ciia sdn phdm.

Bang 4. Sy khac biet ve tieu chi lua chon mua
san pham may mac theo gioi (%)
Gioi ti'nh

Ticu chi lua chon
Thuong hieu
Gia ci

Nam

67,2

25,0

Nit

75,1

13,1

Ghi chii: Mirc y nghta thong ke: p<0,05
Kit qud cbo thdy sy khac biet gidi trong tieu chi lya cbgn SPMM. Cu
thi la, nu gidi (sig<0,05, df^l) quan tdm nhiiu ban tdi gia ca (75,1% so
vdi 67,2%.), trong khi nam gidi (sig<0,00l, dt^ 1) quan tdm tdi thuang bieu
ciia san pham ban (25% so vdi 13,1%). Day kbong phdi Id hai yeu to duy
nhdt hay dugc quan tam nhdt trong khi lya chgn SPMM cua nam vd nu
thanh nien ma bai ylu to nay cho thdy sy khac biet gitra hai gidi (co y
nghTa thong ke).
Khac biet gidi trong hanh vi xu- ly san pham may mac
Ben canh hanb vi sir dung, each thuc ca nban xu ly mgt sdn phdm da

khong con dap irng dugc chiic ndng hoac khong con dugc bg ua chugng se
cho thdy khia canh van boa va xa hgi cua banh vi tieu diing ca nhdn.
Nghien ciiu dua ra mgt vai each thuc diln hinh de xu ly SPMM. Cach
thiic dan gian nhdt la trye tiip viit hoac bd di khi khong diing tdi. Ngoai ra,
ngudi dimg co thi dem cho, tdng ngudi khac (ngudi quen bode lir tbien).
Mgt each tbiic khac nQ-a Id ngudi diing co the thay doi cong nang cua


42 Nghien cCPu Gia dinh vd Gidi. Q u y i n 29, sd 4, tr. 34-45

SPMM bdng each tdi chi nd thanh mgt vdt dung tbdi ttang khac (phu ki^sn,
khdn, tlii,...) hoac tai su dung chiing dudi cac binh thiic khac va chiic nang
khac (khan lau,...). Nhtmg each thirc khac nhau nay deu the hien nhinig net
van hoa rieng biet va su lua chgn trong hanh vi ca nhan.
_ Kit qud cho thdy cdc each thiic xu ly SPMM pho biin la "dem cho/tang
neu con tot" (70,8%i) va "tai su dung vdi muc di'ch kbac" (66,7%).
Bang 5. Cach thiJc xii ly san pham may mac
ciia thanh nien do thi tfaeo gioi (%)
Gioi tfnh

Nam
Nil

Cach thirc xir IS' san ph^m mav m5c cua thanh nien
T:li che
Tiii sir
True tiep Dem
Dem
dun^
vijt/fao

tir thien
cho/tang
10,0
53,3
23,9
36,1
51,7
36,7
77,3
10,9
53,3
86,0
Ghi chti: Mtic y nghTa thong ke: p<0,05

So lieu eho thdy co su khde biet gidi (co y nghTa thong ke) trong each
thiic xii iy SPMM ciia thanh nien do thi, trong do, ntr gioi co xu hudng
dem tang/tir thien cho ngudi khac hoac tan dung SPMM de tai che hoac tdi
sii dung trong kbi nam gidi c6 xu hudng bo di nhtmg do hp khong dimg tdi
boac khong con dap irng dugc nhu cdu.
"Quan ao con dung dugc thi gia dinh toi hay gom lai de co dot ttr thien cua
phudng hoac d trudng con gai thi quyen gop l i i thien cho viing cao. Do khong
mdi nhQ'ng dung dugc, diing am; minh khong thich nti-a thoi con ngu'di ngheo
thi khong co dii do ma mac nen khong cd gi lai vdt di ca. Quan ao ma rach qua
thi lam gie lau, nhieu cai chat vii tham hut lot lam gie lau cung rat du'gc viec"
(Nti', 24 tuoi, nhan vien van phong).

Viec xu ly SPMM lien quan tdi van b6a vd nhdn thiic cua ngudi tieu
diing trong viec bao ve moi trudng bdi ngudi tieu dimg cang tai chi, tdi sir
dung nhieu thi lugng rac thai cbo ra moi trudng cang gidm va hanb vi ciia
hg cang hudng tdi xu hudng tieu diing xanh/tieu dimg bin vimg''' Nhu

vay, mac dii SPMM la mgt loai sdn pham it gdy hai vl mat moi trudng kbi
dugc thai bo sau qua trinh tieu diing, ttiy nhien cdn nhan thiic dugc vdn dl
tieu diing bin viing dl gidm thilu toi da nhimg tac dong khongcdn thilt
vdi moi trudng sinb thai.
Khac biet gidi trong nhan dinh ve chiic nang cua hanh vi tigu dune
Theo ket qua khao sdt, phdn Idn thanh nien do thi cho rdng tieu H'
SPMM nham dap img nhu cau ve the chdt bao gom: mac, giii dm than th'
an toan than thi. Nhan djnh nay tuang ung vdi cac nhu cau ca ban tt '
thang do cua Maslow (1943). Ngoai ra cdc chiic ndng bdc cao nhu' m ^^
thugc vl nhom, muon dugc danh gia cao va tu thi hien ban than cung d °"


Dao Thuy H5ng

43

cho la mgt trong nhiing chiic nang quan trong cua hanh vi tieu dung
SPMM.
_ Tren thang danh gia dilm tir 1 din 5 trong dd 1 la "hoan todn khong
dong tinh" va 5 la "hoan toan dong tinh" vdi nhiing nhan dinh vl chuc
nang tieu diing, kilm dirih T-Test cho thdy co sy khde biet ro rang ttong
quan diem ciia nii gidi ve tieu dimg so vdi nam gidi. Theo do, nir gidi co
miic do chap nhan cao ban nam gidi doi vdi cac chiic ndng bac cao cua tieu
diing nhu "dap iing nhu cdu dugc dl cao" va "dap img nhu cdu sang tao,
thi hien".
Bang 6. Su khac nhau giura nam va nir gidi trong nhan dinh
ve chuc nang tiSu diing
,

,

Md'c dq dong tinh theo gioi

Tieu diing la ho^t dpng giai tri
Tieu diing dap iing nhu ciu dirge dh cao ve tham mi
TiSu diing dap ting nhu cau sang tao, thS hj^n

2,96
3,42
3,14

3,64
3,72
3,55

Ghi chti: Mitcf nghTa thing kS: p<0,001

Ngoai ra, chiic nang "giai tri" ciia ti6u diing the hien sy khac biet trong
nhdn dinh gitia hai gidi (3,64 so vdi 2,96) va cung khSng djnh lai nban dinh
tten ve viec nam gidi chii ylu quan tdm tdi cbiic nang ciia san pham. Trong
khi do, nii gidi cd the mua sdm vi nhieu muc dich kbac, trong d6 bao gom
muc dich giai tri va tti lieu tam ly (Dholakia, 1999). Theo Dutta (2008),
tieu diing khong chi la mgt hanh vi tboa man nhu cau ma la hanh vi giai tri
(entertainment), mgt hinh thiic tri lieu (therapy) va mgt each thuc sang tao
(creation).
'Nhieu khi chj mua quan ao khong phai vi minh chua co loai do do ma nhieu khi
di mua sam, ngam nghia, ty dung co cam giac thich thu, mudn sd htJu mgt mon
do nao do. Noi chung cung khong can nghT nhieu ma co the mua luon" (Nii, 29
tuoi, nhan vien cham soc khach hang).

5. Kit luan va ban luan
Nghien cuu cho thdy cd sy khac biet ve gidi tucmg doi ro ret trong hanh
vi tieu diing. Cd thi cho rdng, hanh vi tieu diing la hanh vi dai dien cho nir
gidi. Trudc hit, ve muc chi tieu chung, nii gidi chi nhieu cho SPMM hon
nam gidi hay noi each khac, hg quan tdm tdi khodn chi cho may mac hem.
Ket qua nghien ciiu cung chi ra nlu nbu nam gidi chu yeu mua SPMM khi
hg cjin su dyng thi nii: gidi chu yeu mua khi vao thdi diem khuyen mai tdc nhdm phyc vu nhiing nhu cdu khac, tham cbi do bi chi phdi bdi cam
xuc. Ben canh do, neu nam gidi tiip can san pham thdng qua cdc nguon


44 Nghien ciPU Gia dinh va Gim. Quyen 29, s6 4, tr. 34-45
tuang dli tin cdy nhu thdng tin tir gia dinh hoac truyin thong dai chiing t i
nii gidi tiip can chu ylu qua cac mang xa hgi. Ve tieu chi de lua chon san
pham, neu nhu nii gidi quan tam ve gia ca tbi nam gidi qua" tam hen ve
thuang hieu ciia sdn phdm. Nii gidi co xu hudng dem tang/tii thien cho
ngudi khac hoac tan dung SPMM cu dl tai chi hoac tai sir dung trong khi
nam gidi co xu hudng bo di nhiing san phdm bg khong diing tdi ho?c
khong con dap ung dugc nhu cdu. So vdi nam gidi, ntr gidi ciing co nhan
thuc cao ban ve cac chiic nang bac cao cua hdnh vi tieu dung SPMM nhu
the hien ban thdn, dugc de cao ve tham my.
Nhu vdy, kbong chi nhung ngbien ctru trudc do chi ra khia canh gidi rat
dac trung cua hanh vi tieu diing, ma nghien cuu thuc nghiem vdi nhom
khdch thi la tbanh nien do thj vdi ITnh vuc tieu diing SPMM cting cho thdy
nhiing diem tucmg ty. Mac dii nhin chung nhiing thanh nien do thj co xu
hudng kha dong nhdt trong hanh vi, tuy nhien, dudi goc do gioi, van co the
nhin thdy mgt vai khac bi6t. Nhiing dilm kbac biet nay co the xuat phat td
khac biet ve khia canh tam ly hanh vi; tuy nhien trong pham vi ciia bai viet
nay, chii yen bdn ve kbdc biet gidi dudi goc nhin xd hoi hoc tire la hanh vi
tieu dung la dac trung cho nii gidi bdi trong cae ITnh vuc tieu diing thi viec
"trung dien", "the hien thdm mf' co ve nhu Id gdn gui han ca vdi nO" gidi

ciing nbu la cdch thiic hieu qua de the hien tinh nii ciing nhu nang luc ciia
ntr gidi trong viec xdy dung hinb anh vd vi the xd hgi. •
Chu thich
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djch vu dap ling cac nhu cau co ban va mang lai chdt lugng cuoc sing tit han
ding thdi vdi viec gidm thilu sir dung cac nguon tai nguyen thien nhien cdc
nguyen lieu doc hai va giam phat thai cac chat o nhiem trong toan bp vong doi san
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