Các nhân tố ảnh hưởng đến ý định mua nhà chung cư khu vực đô thị việt nam

TAP cii CiNG TUINE

CAC NHAN TO ANH HlTONG
DEN Y DINH MUA NHA CHUNG CU
KHU \\fC DO THI VIET NAM
• TRAN XUAN LUdNG, PHAM VAN LINH, PHAM LAN HUdNG

TOM TAT:
Bai viet trinh bay kel qua nghien cim ve anh hudng ciia mgt sd nhan to nhu Tinh phap ly,
Vl tri ngoi nha. Thai dg hudng toi hanh v i. Chuin chu quan, Nhan thiic kiem soat hanh vi den y
djnh mua (YDM) nha chung cu khu vyc dd thj Viet Nam vdi mirc gia tir 3 - 5 ty dong. Mo hinh
nghien ciiu dya tren ly thuylt hanh vi cd dilu kipn (TPB) cua Ajzen (1991, 2012). Kit qua phan
tich cho thay, ngoai tni Chuan chii quan. cd 4/5 nhan td cd anh hudng den YDM cua ngudi tieu
diing. Trong dd Tinh phap ly la nhan td cd anh hudng ldn nhat, tiep theo do la Vj tri, Nhan thirc
va Thai dp.
Tir khda: Y djnh mua, TPB, chung cu, nhan td anh hudng.

I. Dat van de
Mua nha la mdt trong nhirng dieu quan trpng ciia
cupc sdng con ngudi (Felicia va cdng su, 2014). Bdi,
mua nha la mdt qua trinh ra quyet dinh phirc tap,
dugc minh chimg bdi su tdn kem, khdng thudng
xuyen, riu ro, ty the hien cao va khac biel dang ke
irong nhan ihiic cua con ngudi (Manivannan va cpng
sy, 2014). Hanh vi mua nha ddng thdi cung dupe coi
la mgl quyel dinh dau tu dai han vi day la diem ehinh
anh hudng den miic sdng ciia ngudi dan ni ca hai
khia canh vl md va vi md(Paul \a cdng sy, 2019).
Tde dp dd thj hda tai Viet Nam dang dien ra
nhanh chting. Ciing vdi dd la ty le tang dan sd dd
thj trung binh hang nam tir 2 - 3.4% da khien nguon

cau ve nha dngay cang gia lang (Nguven Tran Nam,
2019). Theo bao cao ciia Tap doan da qudc gia Jones
Lang LaSalle (JLL). long ngudn cung can hp da
hoan thanh tai Thanh phd Hd Chi Minh va Ha Ndi
linh din quv 4 nam 2019 dat lan lupt 201,707 can
va 224 179 can d lal ca cac phan khuc, tuang duong
vai ly le 17 can hg/1.000 ngudi. Trong dd. can hp
chung cu chilm l) trpng chii yeu trong tdng ngudn
cung nha d tai Ha Npi (87,3%) va Thanh phd Ho Chi
\linh (%"«).

302 So 12-Thang 5/2020

Ngudn cung lai phan khuc can hp cao cap va sang
trpng hien dang kha cao, dac biet la sau khi cac dy
an dang xay dyng dupe hoan thanh. JLL ude tinh
mat dp can hp cao cap tren dau ngudi tai Thanh pho
Hd Chi Minh se dat mirc 3 can/1000 dan, gan tuang
duang mirc d BangKok, Kuala Lumpur va Manila
va cao ban Jakarta. 0 phan khuc nay, ddi vdi nha
chung cu irong cac khu dd thi, theo phan tich tir cac
chuyen gia va thdng ke tir cac website ldn, uy tin
ve bat dpng san nhu batdongsan.com.vn lhi miic gia
thudng dao ddng tir 3 - 5 ty ddng cho mpt cin. Nhu
vay, cd the dat ra mdt cau hdi la lieu nhiing ngudi cd
YDM can hd chung cu a miic gia tir 3 - 5 ty ddng
trong cac khu dd thi se chiu lac dpng bdi nhiing nhan
td nao. Bai viel xay dung md hinh phan tich va thu
thap dii lieu de tra Idi cau hdi nay.
2. Tong quan nghien eiiu va m6 hinh phan tich

2.1. Tdng quan nghien cuu
Cd nhilu nghien cuu vc YDM nha va nhimg nhan
Id anh hudng tdi chiing. Nghien ctiu mdi day eiia
Sridharan (2020) chi ra, ly do cua viec mua nha la sy
ly hao khi cd quyen sd hihi, sd hiru lai san rieng thay
vi la tai san cua ngudi khac. khdng c(; chu nha va dT


KINH DOANI

jjien. cac lgi ich ve thue. Wijayaningtyas va cpng
ai(J('19) nghien ciiu ve yeu td nhan thirc kiem soat
1 ^ M cua the h? V (millennials) doi vdi YDM nha
ihin thi?n vdi moi trudng. Anlan Liu (2019) cd mdt
Htuen cuu vc su anh hudng ciia nhiing diia tre len
nuc lip san sang mua nha ciia hd gia dinh. Ngoai ra,
cac yiu i6 thu nh?.p hang nam ciia gia dinh va quyen
io hihJ 6 to ca nhan cd anh hudng tieu eye, trong khi
inh huong ciia tuoi tac va trinh dp hpc van ciia ca
nhan din YDM la khong dang ke.
LinvacOngsy(2018)nghiencim ve YDM nhad
xanh trong gidi ue Trung Qudc, tren ca sd ly thuyet
md rpng ve Ly thuylt hanh vi cd ke hoaeh (Theory
of Planed Behavior - TPB). Nhirng khuyen khich tir
Cliinh phii dupe xem la yeu td quan trgng nhat, theo
sau il6 la thai dp hudng tdi hanh vi va chuan chii
quan ciia ngudi lieu diing. Nhan thirc kiem soat hanh
vi li yiu tl khdng cd anh hudng tdi YDM nha d
xanh ciia ngudi tieu diing tre. Ngoai ra, kien thirc
chli quan c6 lac dpng gian tiep thdng qua thai do ddi

\(Vi hanh vi Sy quan tam tdi mdi tmcmg ciing tao
ra mpt tac dpng gian liep thdng qua thai dp doi vdi
hanh vi va chuan chii quan ddi vdi YDM tuong iing.
D01I6. Chinh phii dupe ngy y la nen ddng mot vai
tro quan trpng trong v iec thuc day nha d xanh giai
dfl^n n^y.
Chung va cpng su (2018) da cd nghien eim ve
nhChig yeu to anh hudng tdi YDM tai san dat dai d
Greater, Kuala Lumpur (KL), Malaysia. Ket qua cho
ihav. CO nhiing mdi quan he tich cyc giira thai dp,
chuan chu quan, nhan thiic kiem soat hanh vi va tai
chinh tdi YDM tai san dat dai, trong khi dd vi tri va
khfing gian song khdng cho thay moi quan he tuong
tv trong thj trudng dit dai d Greater, KL.
Lu|n an tien sT va nhimg cong bo ciia Tawfik cimg
caciacgia{2015)da nghien ciiu vesyanh hudng ciia
niflt so bien uong vai trd bien dpc lap (thai dp, chuan
chli quan, nhan thirc kiem soal hanh vi) va vai trd bien
dicu tiet (vj tri, dich vu cdng cpng) tdi bien phu thupc
la y djnh mua bit dpng san (BDS) d Jeddah, A Rap
Saudi. Ngoai ra, cac dac diem nhan khau hpc nhu
tuoi, gidi tinh. tinh trang hdn nhan. sd ngudi trong
gia dinh, linh irang cdng dan. giao due, nghe nghiep
«thu nhap hang thang cung la nhimg bien kiem soat
chi nay dya vao thuylt hanh dpng hgp ly (Theory of
Reasoned Action - TRA) va thuylt TPB.

Tai \'iet Nam, co mpt sd tac gia nghien cim ve npi
dung nay. Nhu Le Va Xi (2017) vl dl lai "Cac yiu

td anh hudng den v dinh mua can hp nha chung cu
ciia ngudi tieu diing Viet Nam lai cac dd thj quy md
trung binh: Nghien eim tai Thanh phd Hai Phdng".
Bai V let tap trung tim hieu 4 nhdm yeu Id chii yeu:
Nhirng thay doi van hda; van de dat dai cho phal
tnen quy nha dd thi; do thj hda v a ap lyc dan so: gia
tri ciia nha chung cu - bao gom ca chat lupng thiel ke
xav dung, djch v u. mdi tmdng va gia ca.
Nghien ciiu ciia Nguv en Thi Tiing Phucmg (2018)
ve lua chgn can hd chung cu khu vyc dd thj dja ban
Thanh phd Ha Ndi Nghien ciiu da ehi ra 2 nhan td
ai\h hudng den sy lya chpn, la: Giai do^n gia dinh;
Phong each sdng. Them vao dd la nhiing bien kiem
soat gdm: Tudi, gidi tinh, nghe nghipp, thu nhap, gia
mua mpt met vudng ciia can hp.
2.2. Md hinh phdn dch
Qua ldng quan nghien cim cho thay, nghien cim
vl YDM nha Ihudng sir dyng ly thuyet TPB lam nen
tang. Ben canh dd, se phat trien nhirng bien sd khac
vl dac diem ciia ngdi nha va dac diem nhan khau hpc
ciia ngudi mua. Phii hpp vdi nghien ciiu cua bai viet,
tac gia lya chpn nhirng nhan to cy the trong md hinh
nghien cim nhu sau: (Hinh 1)
Y djnh mua nhd (YDM)
"YDM nha la miic dp sin sang ciia ngudi tieu
Hinh 1: Mo hinh phan tich
DAC DIEM CUA
ycvia ML'A NHA
I. Gidlibb
I. Tail

3. Ngtatnehlip
4. TrDh 0; ^ « dfc
5. Quy mo aia dinb

,\giidn Ajen (1991. 2012) vd nhom Idc gtd (2019/

So 12-Thang 5/2020 303


TAPClicmCTlMlK
nen thyc hien hanh vi dd hay khdng ( \|/en. 1991;
Han va Kim. 2010).

diing de mua mdt ngdi nha trong tuang lai".
Chung cu dugc hieu la cac can hp chung cu. eac
can penhouse tmng cao cap trong npi dd. Luc nay.
"'I'DM nha d khu v yc dd thj la miic dp san sang cua
ngudi lieu diing de mua mot ngdi nha trong tucmg
lai tai cac khu vyc duoc Nha nude cdng nhan la dd
thj cua Viet Nam"
Thdi dg (TD)
Thai do de cap den miic dp ma mot ngudi cd
danh gia thuan tgi hoae bat lgi lien quan den eac ddi
tugng, con ngudi hoae sy kien (Robbins va cpng
sy. 2015). Bao gdm: Nhiin thiic linh cam va hanh
vi. Thanh phan nhan thuc dupe tao thanh tir niem
lin, y kien. kien thirc v a thdng tin dupe nam giir bdi
mpt ngudi.
Phan cam xiic hoae cam giac ciia viec ngudi dd
CO thich hay khdng s5 dan den kel qua hanh v i dugc

coi la thanh phan tinh cam. Thanh phan hanh vi de
cap den mpt y dmh hanh .xir theo each nhat dinh ddi
vdi ai dd hoae mdt cai gi dd (Ajzen va Fishbein,
1980: Robbins va cpng sy, 2015).

Nhgn thuc kiem sodt hdnh vi (\T)
Nhan ihiic kiem soat hanh v i dupe dinh nghTa la
mirc dp ma ngudi dd kiem soat cac v eu id ben trong
va ben ngoai. dieu nav tao thuan Igi hoae ngan ch$n
viee thyc hien hanh vi (Han va Kim. 2010). Cac ITnh
vue nghien ciiu khac nhau cho thay. cd mdi quan hp
tich cyc giua kiem soat hanh v i. nhan thirc va y djnh
mua hang (Teo va Lee. 2010; Omar va sy ki^n, 2012).
\ilri(\T)
Mpt Vj tri chien luge thudng lien quan den kha
nang liep can. Chimg thudng gan tmng tam mua
sam hoae nha ban le, phuang lipn giao thdng cdng
cpng, irudng hpc, benh vien hoae gan noi lam viec
vi nd khdng chi thuan lien de lam viec va giri tre em
den Irudng ma cdn mang l^i nhilu hipu qua. Crane
(1996) xac djnh khoang each ngin de lam vi|c lien
quan den mdi quan he cdng vice an loan, chi phi di
chuyen thap, thay ddi cdng v iec it hem, chi phi v^n
chuyin thap va c6 nhieu thai gian han cho cdc hoal
dpng hang ngay, dac biel la cho nhiing ngudi tre tuoi
do gan noi lam viec va ca sd sin cd.

Chudn chli quan (CQ)
Chuan muc ehii quan la niem lin chuan muc
trong niem lin cua mpt ca nhan bi anh hudng bdi

Tinh phdp ly (PL)
nhung ngudi khac. nhu cac thanh vien gia dinh nghT
Nhu-ng nghien cim tmdc day cho Ihay, mong
lieu mpt ca nhan cd nen thyc hien mdt hanh v i cu the mudn sd hiru mpt ngdi nha rieng thay vi di thue va sy
hay khong (Rivis va Sheeran, 2003). Thdng thudng, tu hao ve quyen sd hiru neng la nhirng nhan td quan
mdt ca nhan se nhan thay nhirng ap lyc dat len hp cd trpng anh hudng tdi YDM nha ciia ngudi lieu diing

Bang 1. Ket q u a k i e m djnh v e c a c nhan t d a n h hadng tdi y djnh m u a nhd c h u n g cU tCr 3 - 5
ty dong trong khu vUc d o thj Viet Norn
Coefficients"
Standardized

Coefficients

Coefficients

B

Std. Error

(Constant)

392
221
171
.289
.171
.015

VT

NT
^

Un standardized

PL
TD
CQ

Beta

-129
026
_026
027
.027

Dependent Variable YDM
R hieu chinh = 0 788; F = 145 207: Sig =

304 So 12-Thang5/2020

Sig.

3 042

Collinearity
Statistics
Tolerance

VIF

.611
751
770
746
837

1 636
1 332
1.298
1.341
1.195

.003

^356

8 425

^249

6 532

^00

-OOP

.399
242

021

10.599

^00

6.326

^00

577

.564


KINH DOANK
isndharan. 2020). Ranthilaka (2010) cung cho thiy,
pMp ly 1^ dilu rat quan trpng trong nhieu khia canh.
Giao djch hgp phap dugc mong dpi d lat ca cac xa hdi
\in minh. Dang chii y, ddi vdi san pham BDS (dat v a
iM). tai ca cac pham chat va khia canh tdt phu thude
w linh kha thi \ e mat phap ly ciia san pham.
3. K^l qua phan tich dir lifu
Ket qui phan tich 195 nguoi cd YDM nha chung
cul?i cac khu do thj Vi?t Nam a mirc gia tir 3 - 5 ty
(J^g. cho bang dii li?u sau: (Bang 1)

kv nhan id anh hudng nao. ngudi lieu dimg van cd
mpt YDM chung cu nhung d miic tucmg ddi thip la
0,392 dan Vl.

4. Ket ludn vd khuyin nghi
Vdi ngudi cd ^ DM chung cu d miic gia 3 - 5 tv
ddng trong khu vyc dd thi \iei Nam:
- Cd 4 5 nhan td anh hudng tdi 'iDM nha ciia
nhdm khach hang nav la: Tinh phap ly, Vj tri nha.
Thai dp hudng idi hanh vi. Nhan thirc kilm soat
hanh vi.
KII qua hoi quy d Bang 1 cho thiy, su phii hop
- Tinh phap ly la nhan to cd tac dpng manh nhil,
ciia mo hinh vdi chi sd F cd y nghTa thdng ke (F = lilp den la V; tri, Nhan thire v a Thai dp.
145.2(17 va P < 0,001). Chi tieu R2 hi?u chinh dat
- Chuan chii quan (gia dinh. ban be, ngudi than)
i>.''fiS phan anh ring, cac bien dpc lap giai thich la nhan id khdng cd anh hucmg.
din;ic Idl 78,8% sy bien thien cua bien dpc lap. Cac
Tir kel qua phan lich cua bai viel, mpt sd khuyln
chi M> VIF cua cac bien ddc lap cung cho thay khdng nghl dupe dua ra ddi vdi 2 nhdm ddi tugng la ngudi
c6hi?n tugng da cpng tuyen giiia cac biln {V1F< 2). mua nha v a chii dau lu cac khu do thj:
Nhom tac gia xSy dyng dugc phuang irinh hdi
- Vdi ngudi mua nha:
quy luyen linh danh gia anh hudng ciia cac nhan tl
+ Chli trpng tdi yeu td tinh phap ly thdng qua vipe:
den YDM chung cu khu vyc dd thi Vi?t Nam. Do Lya chpn nhirng chii dau lu uy lin (nhu Vingroup,
cac bien dpc lgp cd eiing don v i do ludng (la thang Norv eland, Dal Xanh Group, Nam Long v.v...); Quan
(Jo Likert 5 b|c) nen nhdm lac gia sii dyng he so lam tdi giay chimg nhan quyen sir dyng dat, giay phep
be-ta chua chuan hda de viet phuang trinh viit. Cu xay dyng, nghTa vu npp thue cua chii dau lu. Luu y
ihe nhir sau:
nhirng dieu khoan uong Hop ddng mua ban nha.
+ Vi tri ngdi nha: Uu lien vi iri irung lam neu
^DMCC = 0,392 + 0,171TD + 0,171NT +

mudn thuan lien viec di lai hoae xa han neu mudn
(I)
0,22IVT + 0.289PL
Phuang trinh hdi quy (1) cho thiy, chi cd 4/5 lan hudng khdng khi trong lanh. Rieng 2 nhan td
nhan to la co lac dpng tich cyc tdi YDM chung cu Thai dp va Nhan thiic ve v icc mua nha, doi vdi ngudi
Irong khu vue dd thi Viet Nam vdi P-vakie diu < Viet Nam, dieu nay da trd thanh mpt trong nhiing
0,05. Rieng nhan td chuan chii quan khdng cd tac muc lieu ciia cudc ddi nen chi can can nhac them ve
dpng tdi YDM chung cu ciia ngudi lieu dimg do gia yeu td dau tu hay huang thu khi chpn mua nha d miic
gia trung luu nay.
Hi Sig = 0.564 > 0,05.
- Vdi chli dau tu:
Phuang trinh hdi quy dupe giai Ihich: Trong dilu
+ Thii nhat, hieu rd cac ngudn luc ciia doanh
Uen Cdc yeu td khac khong ddi, nlu cac nhan td Thai
dp • Mian thiic kiem soat hanh v i - Vi tri ngdi nha - nghiep va loai hinh san pham BDS ma doanh nghiep
Tinh phap ly, tang them mpt dan vj thi YDM chung cung cap.
cir trong khu vyc do thj Viel Nam ciia ngudi tieu
+ Thir hai, hieu ro lhi trudng va cac xu the dang
tiling lin lugl tang ihem0,171 -0,171^0.221 -0.289 dien ra lien quan tdi san pham BDS ciia minh.
don v(. Dieu nay cd nghia. trong cac nhan id anh
+ Cuoi ciing va cung la quan trpng nhal la hieu ro
hirang tdi YDM chung cu trong khu v uc dd thi Viet khach hang muc tieu de: Dap img tdi da nhimg nhu
•^'am ciia ngudi tieu dimg. nhan Id "tinh phap ly" cau chinh dang ve tinh phap ly cua ngudi mua; Lya
14 nhan id cd tac dpng manh me nhit (p = 0,289). chpn cac dy an bat ddng san co \ i iri thuan lipn. kha
Tiep theo. la nhan to "v i tri ngoi nha" vdi p = 0.221. nang ket ndi vdi cac lien ich cdng cpng nhu nha tre.
Hai nhan id con lai cd mirc tac dpng nhu nhau la trudng hpc, benh v ien. khu vui chai the dye the thao;
"uiai dp" \a "nhan thuc kiem soat hanh v i" v di ciing Hieu dugc thai dp v a nhan thiic cua khach hang ddi
gia tri p = 0.171. Trong trudng hgp khdng cd bit vdi viec mua nha uong khu do thiB

So 12-Thang 5/2020 305

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FACTORS AFFECTING THE CUSTOMERS' INTENTION
PURCHASING APARTMENTS IN URBAN AREAS IN VIETNAM
• TRAN XUAN LUONG
Taseeo Real Estate Investment Joint Stock Company

• PHAM VAN LINH
Central Ttieoretlcal Council of ttie Central Committee
of the Communist Port/ of Vietnam
• PHAM LAN HUONG
National Economics University
\BSIRACT:
This study researches the influence of factors including Legalir>. House location, Auitude
towards behavior. Subjective standards, and Perception of behavioral control on the customers'
intention towards purchasing apartmenls which are worth \ ND 3 - 5 billion in urban areas in
Vietnam. The research model used in this study is based on the Theor\ of Planned Behaviour
(TPB). The analysis of data collected from 195 respondems reveals that all factors, except the
Subjective standards factor, affect the apartment purchasing intention of customers. In which, the
Legality is the most influential factor, followed by the Position, .Aw areness and Attitude factors.
KeTOords: Purchasing intention. Theory of Planned Behaviour, influencing factors.

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