Cảm nhận chất lượng dịch vụ mua sắm trực tuyến của khách hàng trên địa bàn Thành phố Hồ Chí Minh

sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

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CẪM NHÊÅN CHÊËT LÛÚÅNG DÕCH V MUA SÙỈM TRÛÅC TUËN
CA KHẤCH HÂNG TRÏN ÀÕA BÂN THÂNH PHƯË HƯÌ CHĐ MINH

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V Trûåc Phûác,* Dûúng Vùn Húåp Hưì Ngổc Minh
Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng

TỐM TÙỈT
Mc tiïu: Xấc àõnh vâ chûáng minh mûác àưå ẫnh hûúãng ca cấc ëu tưë àïën cẫm nhêån chêët lûúång
dõch v mua sùỉm online ca khấch hâng tẩi Thânh phưë Hưì Chđ Minh (Tp.HCM). Phûúng phấp:
phûúng phấp nghiïn cûáu àõnh tđnh vâ nghiïn cûáu àõnh lûúång, chổn mêỵu theo phûúng phấp thån
tiïån vúái 405 khấch hâng àậ vâ àang mua sùỉm online trïn thõ trûúâng Tp.HCM. Dûä liùồu ỷỳồc thu thờồp
vaõ xỷó lyỏ bựỗng phờỡn mùỡm thửởng kï SPSS vâ AMOS, phên tđch hïå sưë tin cêåy Cronbach’s Alpha, EFA,
CFA, phên tñch cêëu truác tuyïën tñnh SEM, kiïím àõnh Bootstrap. Kïët quẫ: xấc àõnh cố 4 nhốm ëu tưë
lâ Àùåc tđnh cấ nhên, Mong mën ca khấch hâng, Àiïìu kiïån mưi trûúâng vâ Nùng lûåc àấp ûáng ca
doanh nghiïåp cố tấc àưång qua lẩi vúái nhau vâ tấc àưång àïën Cẫm nhêån chêët lûúång dõch v mua sùỉm
online ca khấch hâng. Kïët lån: bưën nhốm ëu tưë trïn cố hâm quan trổng cho cấc doanh nghiïåp
àang kinh doanh online, cú súã àûa ra cấc giẫi phấp nêng cao chêët lûúång dõch v kinh doanh ca

mịnh ngây câng tưët hún.
Tûâ khốa: chêët lûúång dõch v, cẫm nhêån chêët lûúång dõch vuå, mua sùæm trûåc tuyïën

PERCEIVED SERVICE QUALITY OF ONLINE SHOPPING
CUSTOMERS IN HO CHI MINH CITY

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Vu Truc Phuc* Duong Van Hop

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Ho Ngoc Minh

ABSTRACT
Objective: Determine and prove the influence of factors on the perceived quality of online
shopping services of customers in Ho Chi Minh City. Research methods:Qualitative and quantitative
research methods. Sample selection is used by convenient method with 405 customers who have
been shopping online in Ho Chi Minh City. Data were collected and processed by statistical software
SPSS and AMOS, analyzed Cronbach’s Alpha, EFA, CFA, SEM linear structure analysis, Bootstrap
test. Results: identified four groups of factors, namely Personal characteristics, Customers’ desires,
Environmental conditions and Enterprise’s responsiveness, they interact with each other and affect
the perceived service quality of online shopping customers in Ho Chi Minh City. Conclusion: the
above four groups of factors have important implications for businesses doing business online,
help them come up with solutions to improve the quality of their business services better and better.
Keywords: service quality, perceived service quality, online shopping
1. ÀÙÅT VÊËN ÀÏÌ
Nïìn kinh tïë Viïåt Nam àang bûúác vâo hưåi nhêåp qëc tïë, sûå phất triïín ca khoa hổc cưng nghïå àậ

ẫnh hûúãng lúán àïën hânh vi tiïu dng vâ kinh doanh ca cấc doanh nghiïåp. Theo kïët quẫ khẫo sất do
* Tấc giẫ liïn hïå: TS. V Trûåc Phûác, Email:
(Ngây nhêån bâi: 3/10/2022; Ngây nhêån bẫn sûãa: 6/11/2022; Ngaây duyïåt àùng: 16/11/2022).

Journal of Science - Hong Bang International University

ISSN: 2615-9686


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

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Facebook vaâ Bain & Company thûåc hiïån trong nùm 2021, tyã lïå ngûúâi tiïu duâng Internet tham gia mua
haâng trûåc tuyïën tùng tûâ 77% trong nùm 2019 vaâ tùng lïn 88% trong nùm 2020 (Sấch Trùỉng Thûúng
mẩi àiïån tûã, 2021). Viïåt Nam àûúåc àấnh giấ lâ mưåt trong nhûäng qëc gia cố sưë ngûúâi sûã dng Internet
tùng nhanh nhêët hâng nùm. Cấc nhâ mẩng nhû Mobil, Vina, Viettel ngây câng phất triïín vâ ph sống
khùỉp cẫ nûúác. Cấc doanh nghiïåp kinh doanh online ngây câng phất triïín mẩnh trong nïìn kinh tïë thõ
trûúâng vúái sûå cẩnh tranh khưëc liïåt, àùåc biïåt trẫi qua àẩi dõch Covid-19, cấc doanh nghiïåp kinh doanh
online vâ khấch hâng mua sùỉm online ngây câng phưí biïën tẩi thõ trûúâng Viïåt Nam.
Theo kinh nghiïåm ca cấc doanh nghiïåp kinh doanh online thânh cưng trïn thïë giúái, mưåt trong
nhûäng ëu tưë quan trổng lâ cấc cấ nhên vâ doanh nghiïåp kinh doanh online phẫi àấnh giấ àûúåc sûå
hâi lông ca khấch hâng vïì chêët lûúång dõch v ca mịnh sau mua sùỉm (Dûúng Thõ Hẫi Phûúng,
2012) [1]. Àêy lâ lđ do cêìn thiïët thûåc hiïån viïåc nghiïn cûáu àïì tâi “Cẫm nhêån chêët lûúång dõch v mua
sùỉm online ca khấch hâng trïn àõa bân Tp.HCM”.
2. MC TIÏU NGHIÏN CÛÁU

Xấc àõnh vâ ào lûúâng mûác àưå ẫnh hûúãng ca cấc ëu tưë vâ mưëi quan hïå nhên quẫ giûäa chng
àïën cẫm nhêån chêët lûúång mua sùỉm online ca khấch hâng tẩi Tp.HCM. Tûâ àố àïì xët cấc hâm
quẫn trõ cho cấc doanh nghiïåp kinh doanh online cố giẫi phaỏp nờng cao chờởt lỷỳồng dừch vuồ nhựỗm thu
huỏt khaỏch haâng vaâ tùng doanh thu kinh doanh.
3. CÚ SÚÃ LYÁ THUËT VÂ CẤC NGHIÏN CÛÁU TRÛÚÁC
3.1. Mua hâng trûåc tuën (online)
Theo Akbar vaâ James (2014) [2], haânh vi mua trûåc tuën (online) lâ mưåt quấ trịnh mâ khấch
hâng mua trûåc tiïëp hâng hốa hóåc dõch v tûâ ngûúâi bấn trong mưåt thúâi gian xấc thûåc thưng qua
mẩng cưng nghïå. Mua trûåc tuën lâ mưåt tiïën trịnh liïåt kï hâng hốa vâ dõch v cng vúái hịnh ẫnh
àûúåc hiïín thõ tûâ xa thưng qua cấc phûúng tiïån àiïån tûã. Khi dõch v àûúåc chổn, giao dõch àûúåc thûåc
hiïån tûå àưång vâ thanh toaỏn bựỗng caỏc theó tủn duồng vaõ caỏc phỷỳng tiïån khấc.
Theo Trûúng Thõ Thu Hûúâng vâ Phan Duy Hng (2017) [3], hânh vi ngûúâi tiïu dng trong mua
sùỉm online biïíu hiïån úã cấc hânh àưång cố àõnh mua hâng, tiïëp tc mua hâng àậ àùåt, mua lùåp lẩi,
àấnh giấ phẫn hưìi vúái ngûúâi bấn, giúái thiïåu vúái ngûúâi khấc khi hâi lông.
Theo Bi Trấng Thanh (2013) [4], hânh vi mua sùỉm trûåc tuën (onnline) lâ mua trûåc tiïëp sẫn
phêím khưng thưng qua dõch v trung gian nâo vâ cố thúâi gian xấc thûåc thưng qua mẩng Internet tûâ
mưåt ngûúâi bấn hâng c thïí. Ngûúâi mua hâng trûåc tuën cố thïí mua hâng bêët k thúâi gian nâo vâ bêët
cûá úã àêu, chó cêìn cố thiïët bõ hưỵ trúå kïët nưëi mẩng Internet.
Theo David vâ Albert (2002) [5], thûåc hiïån mua hâng online thûúâng lâ khấch hâng cố mong
mën tiïët kiïåm àûúåc thúâi gian, trấnh phẫi xïëp hâng, chúâ àúåi cng nhû trấnh chưỵ àưng ngûúâi ưìn âo.
3.2. Dõch vuå, chêët lûúång dõch vuå, caãm nhêån chêët lûúång
Theo Zeithaml & Britner (2000) [6], dõch vuå laâ nhûäng haânh vi, caỏch thỷỏc thỷồc hiùồn mửồt cửng
viùồc naõo oỏ nhựỗm taồo giấ trõ sûã dng cho khấch hâng lâm thỗa mận nhu cêìu vâ mong àúåi ca khấch.
Theo Parasuraman, Zeithaml & Berry (1985,1988) [7, 8], “Chêët lûúång dõch v lâ khoẫng cấch
mong àúåi ca khấch hâng vïì mưåt dõch v nâo àố vúái sûå nhêån thûác, cẫm nhêån ca hổ khi sûã dng qua
dõch v àố”. Theo Gronroos(1984) [9] xem xết chêët lûúång dõch v ca khấch hâng àûúåc àấnh giấ
trïn hai khđa cẩnh, àố lâ chêët lûúång k thåt (nhûäng gị àûúåc phc v) vâ chêët lûúång chûác nùng
(chng àûúåc phc v thïë nâo). Trong nghiïn cûáu 1998, ưng mư tẫ chêët lûúång dõch v nhêån thêëy
àûúåc lâ sûå khấc nhau giûäa chêët lûúång dõch vuå mong àúåi vaâ chêët lûúång dõch vuå nhêån àûúåc.
Theo Cronin & Taylor (1992) [10] chỷỏng minh rựỗng chờởt lỷỳồng dừch vuồ laõ tiùỡn ùỡ vïì sûå hâi

ISSN: 2615-9686

Journal of Science - Hong Bang International University


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

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lôngca ngỷỳõi nhờồn vaõ ửng i ùởn kùởt luờồn rựỗng caóm nhêån chêët lûúång dõch v tưët dêỵn àïën sûå hâi lông
ca khấch hâng vâ cố thïí thûåc hiïån tiïëp lêìn sau.
3.3. Giấ trõ cẫm nhêån chêët lûúång
Theo Woodruff (1997: 142) [11], “giấ trõ cẫm nhêån chêët lûúång ca khấch hâng lâ sûå u thđch,
sûå cẫm nhêån vâ àấnh giấ ca khấch hâng vïì cấc àùåc tđnh ca mưåt dõch v, sûå thïí hiïån ca àùåc tđnh
vâ nhûäng kïët quẫ àẩt àûúåc (hóåc hêåu quẫ phất sinh) tûâ viïåc sûã dng àố tẩo àiïìu kiïån thån lúåi àẩt
àûúåc mc tiïu vâ mc àđch ca khấch hâng trong cấc trûúâng húåp sûã dng”. Khấi niïåm nây chó ra sûå
liïn kïët chùåt chệ giûäa giấ trõ nhêån àûúåc vâ giấ trõ mong mën, tûâ àố àûa ra kïët lån giấ trõ xët phất
tûâ nhêån thûác. Theo Deming, 1981; Juran vaâ Gryna, 1988 phên àõnh hai thânh phêìn chđnh ca trẫi
nghiïåm vïì chêët lûúång lâ mûác àưå mâ mưåt sẫn phêím/dõch v cung cêëp cấc u cêìu cho khấch hâng vâ
lâm thïë nâo giûä àûúåc sûå tin cêåy cấc u cêìu àûúåc cung cêëp theo thúâi gian.
Zeithaml vaâ Bitner (2000) [6]: “Chêët lûúång dõch v lâ àấnh giấ phẫn ấnh nhêån thûác ca khấch
hâng vïì cấc ëu tưë ca sẫn phêím/dõch v nhû: Àưå tin cêåy, Àấp ûáng, Àẫm bẫo, Àưìng cẫm, Hûäu hịnh.
Ngoâi ra nố côn bõ ẫnh hûúãng búãi nhêån thûác vïì chêët lûúång dõch v/sẫn phêím vâ giấ cẫ cng nhû cấc
ëu tưë tịnh hëng vâ cấc ëu tưë cấ nhên”.
Cronin vâ Taylor (1992) [9] dûåa trïn mư hịnh SERQUAL ca Parasuraman (1988) [7, 8] vúái 5

thânh phêìn chêët lûúång dõch v lâ: Sûå tin cêåy, Nùng lûåc phc v, Khẫ nùng àấp ûáng, Sûå àưìng cẫm vâ
Phûúng tiïån hûäu hịnh ùớ xờy dỷồng mử hũnh SERVPER. Nghiùn cỷỏu cho rựỗng mûác àưå cẫm nhêån ca
khấch hâng sau khi sûã dng dõch v àố vâ lâ thûúác ào tưët nhêët ca chêët lûúång dõch v, theo àố thị
Chêët lûúång dõch v lâ mûác àưå nhêån thûác, cẫm nhêån àûúåc giấ trõ sau khi sûã dng.
Mưåt sưë cấc nghiïn cûáu trûúác liïn quan àïën mua sùæm trûåc tuyïën nhû nghiïn cûáu cuãa Delafrooz
(2011)tẩi Malaysia [12]; Hâ Ngổc Thùỉng vâ Nguỵn Thânh Àưå (2016) tẩi Viïåt Nam [13]; Trêìn Thõ
Xn Viïn (2017) [14]; Anh vâ Liïn (2013)[15]; Bi Hâ Vên Anh & Phẩm Xn Lan (2013) [16];
Nguỵn Thõ Hưìng Thùỉm (2009) [17]; Nguỵn Hẫi Biïn vâ Dûúng Trđ Thẫo (2011) [18]; Àa phêìn
cấc tấc giẫ dûåa trïn l thuët hânh vi cố hoẩch àõnh (TPB), l thuët vïì hânh àưång húåp l (TRA) àïí
chûáng minh àõnh mua hâng online ca khấch. Côn mưåt sưë cấc nghiïn cûáu khấc thị chûáng minh
mưåt sưë ëu tưë ẫnh hûúãng àïën sûå hâi lông vïì chêët lûúång mưåt dõch v c thïí sau khi sûã dng. Chûa cố
nghiïn cûáu àïì cêåp trûåc tiïëp àïën cẫm nhêån chêët lûúång dõch v ca khấch hâng mua sùỉm online, ngoâi
ra cng chûa phên tđch sûå ẫnh hûúãng qua lẩi giûäa cấc ëu tưë vúái nhau vâ cng tấc àưång túái chêët
lûúång dõch v.
Trong nghiïn cûáu nây, tấc giẫ thûâa kïë cấc nghiïn cûáu trûúác vâ thang ào ca mư hònh chêët lûúång
dõch vuå SERVQUAL cuãa Parasuraman[7, 8]; SERVPERF cuãa Cronin &Taylor [9]. Sau àố thûåc hiïån
thẫo lån vúái 5 giẫng viïn cố nhûäng nghiïn cûáu liïn quan vâ 5 nhâ quẫn trõ cố kinh doanh trûåc tuën
tẩi Shopee VN, Lazada VN, Thïë giúái di àưång vâ Tiki, cng thưëng nhêët àïì xët cấc nhốm ëu tưë nhû
sau: Àùåc tđnh khấch hâng; Mong mën ca khấch hâng; Nùng lûåc àấp ûáng ca bïn cung cêëp dõch
v; Tấc àưång ca mưi trûúâng, cố tấc àưång trûåc tiïëp vâ giấn tiïëp àïën cẫm nhêån vïì chêët lûúång dõch v.
Nghiïn cûáu nây cng lâm rộ thïm cấc ëu tưë trïn cố tấc àưång qua lẩi vúái nhau vâ tấc àưång àïën cẫm
nhêån ca khấch hâng vïì chêët lûúång dõch v mua sùỉm online.
4. KHẤI NIÏåM CẤC NHỐM ËU TƯË
4.1. Nhốm ëu tưë vïì Àùåc tđnh cấ nhên ca khấch hâng
Khấch hâng, mưỵi ngûúâi cố mưåt tđnh cấch riïng biïåt mâ mưỵi àùåc tđnh nây sệ ẫnh hûúãng àïën cẫm
nhêån ca ngûúâi àố qua mưåt dõch v, tđnh cấch riïng ca mưỵi ngûúâi xët phất tûâ giúái tđnh, àưå tíi,
àiïìu kiïån kinh tïë, tđnh khđ, thấi àưå, cưng viïåc hiïån tẩi. Àùåc tđnh khấch hâng lâ mưåt ëu tưë quan trổng
trong viïåc phên tđch cẫm nhêån ca khấch hâng vïì chêët lûúång dõch v mua sùỉm, cố mưëi liïn hïå giûäa

Journal of Science - Hong Bang International University

ISSN: 2615-9686


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

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àùåc tđnh khấch hâng vúái cẫm nhêån ca khấch hâng vïì chêët lûúång dõch v mua sùỉm online.
4.2. Nhốm ëu tưë vïì Mong mën ca khấch hâng
Khấch hâng ln mong mën àûúåc trẫi nghiïåm hóåc lâ sûã dng cấc dõch v cố chêët lûúång àố.
Mong mën ca khấch hâng àûúåc k vổng qua:Mong mën àûúåc kïët nưëi vúái dõch v mua hâng mưåt
cấch thån tiïån nhêët; Mong mën dõch v àấp ûáng nhu cêìu mưåt cấch nhanh chống, ln sùén sâng
giao hâng mổi lc, mổi núi; Mong mën dõch v àûúåc thûåc hiïån chuyïn nghiïåp tûâ khêu kïët nöëi ûáng
duång nhêån àún hâng cho túái sûå phc v giao hâng àïìu phẫi thêåt chun nghiïåp; Mong mën dõch v
an toân, àêy lâ ëu tưë khấch hâng àùåt lïn hâng àêìu; Mong mën dõch v hưỵ trúå khấch hâng vïì chêët
lûúång, giẫi quët thùỉc mùỉc khiïëu nẩi nhanh chống; Mong mën àûúåc àưëi xûã nhiïåt tịnh vâ àûúåc phc
v tưët; Mong mën khưng bõ ri ro vâ vôi vơnh, têët cẫ khấch hâng àïìu mong mën dõch v mâ mịnh
sûã dng sệ khöng gêy nhûäng bêët lúåi hay ruãi ro sau khi sûã dng.
Trong thûåc tïë, àưëi vúái mổi dõch v kinh doanh ngûúâi ta thûúâng cố xu hûúáng lêëy mong mën ca
mịnh lâm thânh nhûäng thûúác ào vïì chín mûåc àïí so sấnh, àấnh giấ àïën sûå cẫm nhêån vïì chêët lûúång
dõch v. Nối mưåt cấch khấc, mong mën ca mưỵi ngûúâi vïì chêët lûúång dõch v cố ẫnh hûúãng trûåc
tiïëp àïën sûå caãm nhêån chêët lûúång dõch vuå cuãa ngûúâi àố lâ tưët hay chûa tưët.
4.3. Nhốm ëu tưë vïì Àiïìu kiïån ca mưi trûúâng
Trong viïåc tẩo nïn cẫm nhêån ca khấch hâng vïì chêët lûúång cẫm nhêån dõch v, ëu tưë mưi
trûúâng ln cố tấc àưång song song, búãi vị mưi trûúâng lâ mưåt hïå thưëng cấc àiïìu kiïån tûå nhiïn vâ xậ

hưåi tấc àưång trûåc tiïëp àïën sûå cẫm nhêån ca khấch hâng khi sûã dng dõch v nhû: Ẫnh hûúãng ca
truìn thưng vïì thưng tin sai lïåch trong cẩnh tranh, tin àưìn kếm chêët lûúång, nhûäng àiïìu nây àûúåc
lan truìn trïn internet rêët nhanh nïn sệ ẫnh hûúãng rêët lúán àïën caãm nhêån chêët lûúång dõch vuå mua
sùỉm online ca khấch hâng vïì dõch v àố; Ẫnh hûúãng ca thúâi tiïët tấc àưång lúán àïën thúâi gian vêån
chuín vâ bẫo quẫn sệ ẫnh hûúãng trûåc tiïëp túái cẫm nhêån chêët lûúång dõch v; Ẫnh hûúãng ca kiïën
nhûäng ngûúâi àậ tûâng sûã dng dõch v sệ ẫnh hûúãng àïën cẫm nhêån chêët lûúång dõch v àố; Ẫnh hûúãng
vùn hốa giao tiïëp ca nhên viïn tấc àưång àïën cẫm nhêån chêët lûúång dõch v ca khấch hâng.
Mûác àưå hưåi nhêåp qëc tïë, kinh tïë thõ trûúâng sệ lâm tùng sûå cẩnh tranh gay gùỉt hún giûäa cấc
doanh nghiïåp, khấch hâng sệ so sấnh cấc phûúng thûác tiïëp thõ, khuën mậi, giẫm giấ, tùång quâ, tùång
àiïím tđch ly trong mua sùỉm online giûäa cấc doanh nghiïåp sệ ẫnh hûúãng àïën cẫm nhêån chêët lûúång
ca khấch hâng vïì dõch v àố.
Sûå tiïën bưå ca khoa hổc k thåt vâ cưng nghïå, khoa hổc k thåt àưíi múái mưỵi ngây tấc àưång
àïën khấch hâng cng phẫi thay àưíi suy nghơ múái vâ thối quen trong mua sùỉm, vị vêåy sûå thay àưíi ca
khoa hổc k thåt vâ cưng nghïå sệ ẫnh hûúãng àïën cẫm nhêån chêët lûúång ca khấch hâng vïì dõch v
mua sùỉm online.
4.4. Nhốm ëu tưë vïì Nùng lûåc àấp ûáng ca doanh nghiïåp
Àưëi vúái sûå àấp ûáng vïì dõch v lâ mong mën ca mổi khấch hâng vúái cấc doanh nghiïåp kinh
doanh online. Mong mën ln thay àưíi theo àùåc th mưi trûúâng vâ têm l ca khấch ngây câng
mën nhiïìu hún vïì chêët lûúång, vïì tđnh nhanh vâ giấ thêëp, vïì àẫm bẫo hoân trẫ hay bưìi thûúâng khi
khưng àng nhu cêìu. Vị vêåy, doanh nghiïåp ln phẫi hoân thiïån mịnh àïí tịm mổi cấch ûáng xûã vâ
àấp ûáng ph húåp cấc nhu cêìu ca khấch hâng, nùng lûåc lâm thỗa mận sûå mong mën ca khấch lâ
nhốm ëu tưë phûác tẩp, nố u cêìu doanh nghiïåp phẫi cố thûåc lûåc trong cam kïët tûâ phûúng tiïån vêåt
chêët àïën ngìn nhên lûåcvâ qui trịnh vêån hânh quẫn trõ khoa hổc. ëu tưë vïì nùng lûåc àấp ûáng cuãa
doanh nghiïåp aãnh hûúãng rêët lúán àïën caãm nhêån chêët lûúång dõch v ca khấch hâng.

ISSN: 2615-9686

Journal of Science - Hong Bang International University

sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

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5. MƯ HỊNH NGHIÏN CÛÁU ÀÏÌ XËT
5.1. Xêy dûång cấc giẫ thuët
- Nhốm giẫ thuët vïì àùåc tđnh khấch hâng (DT): àùåc tđnh ca khấch hâng cố ẫnh hûúãng àïën
mong mën ca khấch vâ tấc àưång àïën cẫm nhêån chêët lûúång dõch v mua sùỉm online, thïí hiïån búãi
6 biïën quan sất bao gưìm: Giúái tđnh, Àưå tíi, Àiïìu kiïån kinh tïë, Thấi àưå, Tđnh khđ, Cưng viïåc.
- Nhốm giẫ thuët vïì mong mën ca khấch hâng (MM): bõ ẫnh hûúãng búãi àùåc tđnh ca
khấch, khẫ nùng àấp ûáng ca doanh nghiïåp, ẫnh hûúãng mưi trûúâng vâ tấc àưång àïën cẫm nhêån chêët
lûúång mua sùỉm online. Thïí hiïån búãi 7 biïën quan sất gưìm: Mong mën dõch v àûúåc thån lúåi vâ
nhanh chống, Mong mën dõch v ln àấp ûáng mổi lc, mổi núi, Mong mën dõch v àûúåc thûåc
hiïån chun nghiïåp, Mong mën dõch v an toân, Mong mën dõch v hưỵ trúå khấch hâng cố chêët
lûúång, Mong mën àûúåc àưëi xûã nhiïåt tịnh, Mong mën àûúåc phc v tưët, Mong mën khưng bõ gêy
khố dïỵ, Mong mën khưng bõ vôi vơnh.
- Nhốm giẫ thuët ẫnh hûúãng tûâ mưi trûúâng (MT): mưi trûúâng ẫnh hûúãng àïën àùåc tđnh ca
khấch, mong mën ca khấch hâng vâ nùng lûåc àấp ûáng ca doanh nghiïåp tûâ àố chng tấc àưång àïën
cẫm nhêån chêët lûúång dõch v mua sùỉm online ca khấch hâng. Chng àûúåc thïí hiïån qua 7 biïën quan
sất gưìm: Truìn thưng vâ quẫng bấ, Thúâi tiïët, kiïën ca nhûäng ngûúâi àậ tûâng sûã dng dõch v, Vùn
hốa giao tiïëp, Hưåi nhêåp kinh tïë thõ trûúâng, Sûå tiïën böå cuãa khoa hổc k thåt vâ cưng nghïå, Cấc quy
àõnh vïì phấp låt trong kinh doanh online.
- Nhốm giẫ thuët vïì nùng lûåc àaáp ûáng cuãa doanh nghiïåp (DU): nùng lûåc àaáp ûáng ca cấc
doanh nghiïåp kinh doanh online bõ ẫnh hûúãng búãi sûå thay àưíi ca mưi trûúâng, tấc àưång àïën sûå mong
mën vâ cẫm nhêån chêët lûúång dõch v mua sùỉm online ca khấch hâng.Thïí hiïån qua 7 biïën quan sất
gưìm: Dõch v doanh nghiïåp cố nhiïìu tiïån đch sûã dng vâ ûu àậi;Dõch v doanh nghiïåp cố chêët lûúång

phc v cao vâ tđnh bẫo mêåt;Dõch vdoanh nghiïåp dïỵ tiïëp cêån, th tc àùåt hâng àún giẫn;Dõch
vdoanh nghiïåp thûåc hiïån nhanh chống, àng thúâi gian; Dõch v doanh nghiïåp dïỵ dâng vâ thån lúåi
hoân trẫ khi khưng àng àún hâng; Doanh nghiïåp cố cam kïët vïì thưng tin chêët lûúång dõch v hâng
hốa mưåt cấch trung thûåc, doanh nghiïåp cố mẩng lûúái thanh toấn ph húåp vâ an toân; Doanh nghiïåp
cố hïå thưëng kiïím tra viïåc giao hâng vâ phẫn hưìi phẫn ấnh ca khấch hâng mưåt cấch chun nghiïåp;
Doanh nghiïåp cố àưåi ng nhên viïn nhiïåt tịnh, giao tiïëp chuån nghiïåp vâ lõch sûå.
5.2. Giẫ thuët vïì chiïìu tấc àưång ca cấc ëu tưë trong 4 nhốm
H1: Mưi trûúâng thay àưíi khấc nhau (MT) cố ẫnh hûúãng thån chiïìu àïën Sûå àấp ûáng (DU).
H2: Mưi trûúâng khấc nhau (MT) cố ẫnh hûúãng thån chiïìu àïën Àùåc tđnh khấch hâng (DT).
H3: Àùåc tđnh khấch hâng (DT) cố ẫnh hûúãng thån chiïìu àïën Mong mën ca khấch hâng
(MM).
H4: Sûå àấp ûáng (DU) cố ẫnh hûúãng thån chiïìu àïën Mong mën ca khấch hâng (MM).
H5: Mưi trûúâng khấc nhau (MT) cố ẫnh hûúãng thån chiïìu àïën Mong mën ca khấch hâng
(MM).
H6: Mưi trûúâng khấc nhau (MT) cố ẫnh hûúãng thån chiïìu àïën Cẫm nhêån chêët lûúång (CN).
H7: Àùåc tđnh khấch hâng (DT) cố ẫnh hûúãng thån chiïìu àïën Cẫm nhêån chêët lûúång dõch v
(CN).
H8: Sûå àấp ûáng ca doanh nghiïåp (DU) cố aãnh hûúãng thuêån chiïìu àïën Caãm nhêån chêët lûúång
(CN).
H9: Mong mën ca khấch (MM) cố ẫnh hûúãng thån chiïìu àïën Caãm nhêån chêët lûúång (CN).

Journal of Science - Hong Bang International University

ISSN: 2615-9686


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

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5.3. Mư hịnh nghiïn cûáu

Hịnh 1.Mư hịnh nghiïn cûáu àïì xët

6. PHÛÚNG PHẤP NGHIÏN CÛÁU
6.1. Phûúng phấp nghiïn cûáu
Sûã dng phûúng phấp nghiïn cûáu hưỵn húåp bao gưìm nghiïn cûáu àõnh tđnh vâ nghiïn cûáu àõnh
lûúång. Trïn cú súã l thuët vïì chêët lûúång dõch v, tưíng húåp vâ phên tđch cấc cưng trịnh nghiïn cûáu
trûúác, kïët quẫ thẫo lån chun gia, bâi viïët àïì xët mư hịnh nghiïn cûáu. Sûã duång phêìn mïìm SPSS
kïët húåp vúái thang ào Likert 5 mûác àưå àïí thu thêåp dûä liïåu khẫo sất. Àưëi vúái nghiïn cûáu nây, tấc giẫ
chổn mư hịnh cêëu trc tuën tđnh àïí phên tđch, vị mư hịnh phẫn ấnh àûúåc cấc mưëi quan hïå cêëu trc
nhên quẫ giûäa cấc ëu tưë, àïí lâm rộ hún sûå tûúng tấc giûäa chuáng vúái nhau cuâng aãnh hûúãng àïën caãm
nhêån chêët lûúång dõch v.
6.2. Mêỵu nghiïn cûáu
6.2.1.Àưëi tûúång khấo sất
Cấc khấch hâng àậ vâ àang mua sùỉm online trïn àõa bân Tp.HCM qua caác doanh nghiïåp Shopee
VN, Lazada VN, Thïë giúái di àưång, Tiki vâ Àiïån mấy Chúå Lúán.
6.2.2. Phûúng phấp chổn mêỵu vâ sưë lûúång mêỵu khẫo sất
Chổn mêỵu theo phûúng phấp thån tiïån vâ hẩn ngẩch lâ 100 vúái 5 àún võ. Sưë lûúång mêỵu khẫo
sất dûåa theo Kline (2005)[19] vúái sưë mêỵu lúán > 200 lâ àấp ûáng u cêìu thưëng kï vâ ph húåp cho viïåc
phên tđch mư hịnh SEM. Nghiïn cûáu phất ra 500 bẫng khẫo sất, kïët quẫ chđnh thûác cố 405 bẫng
khẫo sất àẩt u cêìu àûúåc àûa vâo thûåc hiïån phên tđch àõnh lûúång.
7. KÏËT QUẪ NGHIÏN CÛÁU
7.1. Kiïím àõnh àưå tin cêåy Cronbach’s Alpha
Àấnh giấ vïì àưå tin cêåy ca thang ào qua hïå sưë Cronbach’s Alpha vâ Composite Reliability àïí
loẩi biïën khưng ph húåp. Cấc biïën cố hïå sưë tûúng quan nhỗ hún 0.3 sệ bõ loẩi vâ thang ào phẫi cố hïå

sưë Cronbach’s Alphatưíng phẫi àẩt tûâ 0.6 trúã lïn (Hair, Anderson, & Black W.C, 1998) [20].
Kïët quẫ phên tđch àưå tin cêåy ca cấc thang ào trong mư hịnh àïìu cố Hïå sưë Cronbach’s Alpha
ISSN: 2615-9686

Journal of Science - Hong Bang International University


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

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tưíng ca cấc biïën dao àưång tûâ 0.901 àïën 0.940. Cấc biïën quan sất cố hïå sưë tûúng quan àïìu àẩt tûâ
0.615 àïën 0.852. Àấnh giấ dûä liïåu khẫo sất àẩt u cêìu.
7.2. Phên tđch nhên tưë khấm phấ (EFA)
Kïët quẫ cấc biïën quan sất cố tûúng quan vúái nhau xết trïn phẩm vi tưíng thïí, kïët lån EFA lâ ph
húåp vúái dûä liïåu nghiïn cûáu vúái phûúng sai trñch àûúåc lâ 67.416% (lúán hún 50%) vâ cấc ëu tưë àûúåc
trđch tẩi giấ trõ Eigenvalues = 2.148. Cấc nhên tưë trđch ra àïìu àẩt u cêìu vïì giấ trõ phên tđch nhên tưë
khấm phấ cho cấc thang ào cố kïët quẫ nhû sau: Kïët quẫ thưëng kï Chi-bịnh phûúng ca kiïím àõnh
Bartlett àẩt giấ trõ 10,767.472 vúái mûác nghơa Sig. = 0.000 vâ hïå sưë KMO = 0.945.
7.3. Phên tđch nhên tưë khùèng àõnh (CFA)
Kïët quẫ phên tđch CFA (Hịnh 2) ca mư hịnh túái hẩn vúái 452 bêåc tûå do nhû sau: Chi-bònh
phûúng/df = 1.501 (< 5), RMSEA = 0.035 (< 0.08), CFI = 0.975 (> 0.93), GFI = 0.901 (> 0.8), TLI
= 0.973 (> 0.9), P = 0.000 (< 0.05). Kïët quẫ nây cho thêëy àưå ph húåp ca mư hịnh so vúái dûä liïåu
khẫo sất thõ trûúâng vâ chêëp nhêån àûúåc cho phên tđch.

Hịnh 2. Kïët quẫ CFA cho cấc khấi niïåm (chín hốa)

7.4. Kiïím àõnh àưå tin cêåy thang ào
Àöå tin cêåy cuãa thang ào àûúåc kiïím àõnh thưng qua ba chó sưë: Cronbach’s Alpha, Hïå sưë tin cêåy
tưíng húåp (CR) vâ Hïå sưë tưíng phûúng sai trñch (AVE).
Journal of Science - Hong Bang International University

ISSN: 2615-9686


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

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Bẫng 2.Tốm tùỉt kïët quẫ kiïím àõnh thang ào
Thânh phêìn

Sưë biïën

Àưå tin cêåy

Phûúng sai

Giấ trõ

quan sất

Cronbach’s
Alpha

Tưíng húåp

trđch AVE

DT

6

0.93

0.939

0.720

Àẩt u cêìu

MM

7

0.94

0.942

0.701

Àẩt u cêìu

MT

7

0.92

0.927

0.645

Àẩt u cêìu

DU

7

0.93

0.936

0.678

Àẩt u cêìu

CN

7

0.91

0.916

0.612

Àẩt u cêìu

Cấc thang ào trong mư hịnh àïìu àẩt u cêìu ca cấc chó sưë Cronbach’s Alpha (lúán hún 0.6), àưå
tin cêåy tưíng húåp (CR lúán hún 0.7) vâ phûúng sai trđch (AVE lúán hún 0.5).
Tốm lẩi, têët cẫ thang ào ca giẫ thuët trong nghiïn cûáu nây àïìu àẩt u cêìu vïì àưå tin cêåy vâ giấ
trõ nhû: Àưå tin cêåy tưíng húåp, phûúng sai trđch, giấ trõ hưåi t, giấ trõ phên biïåt. Têët cẫ cấc biïën ào
lûúâng nây àûúåc sûã dng tiïëp theo àïí kiïím àõnh mư hịnh nghiïn cûáu.
7.5. Phên tđch mư hịnh cêëu trc tuën tđnh
Kïët quẫ phên tđch SEM dẩng chín hốa (Hịnh 3) cho thêëy mư hịnh l thuët cố 452 bêåc tûå do
vúái mưåt sưë tiïu chđ nhû sau: Chi-bònh phûúng/df =1.645, CFI = 0.968, GFI = 0893, TLI = 0.966,
RMSEA = 0.040, P = 0.000. Kïët quẫ nây cho thêëy mư hịnh àậ tûúng thđch vúái dûä liïåu thõ trûúâng.

Hịnh 3. Kïët quẫ SEM (chín hốa)

ISSN: 2615-9686

Journal of Science - Hong Bang International University


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022

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7.5.1. Kïët quẫ kiïím àõnh SEM
Bẫng 3. Kïët quẫ kiïím àõnh SEM
Estimate

S.E.

C.R.

P

Label

DU

<—-

MT

0.228

0.053

4.307

***

DT

<—-

MT

0.251

0.045

5.550

***

MM

<—-

DT

0.468

0.051

9.208

***

MM

<—-

DU

0.080

0.040

1.981

0.048

MM

<—-

MT

0.142

0.043

3.332

***

CN

<—-

MT

0.226

0.047

4.811

***

CN

<—-

DT

0.145

0.059

2.466

0.014

CN

<—-

DU

0.299

0.045

6.615

***

CN

<—-

MM

0.133

0.060

2.223

0.026

MM7

<—-

MM

1.000

MM6

<—-

MM

0.989

0.047

21.202

***

MM9

<—-

MM

0.994

0.045

21.953

***

MM4

<—-

MM

1.021

0.044

23.085

***

MM1

<—-

MM

0.979

0.045

21.866

***

MM2

<—-

MM

0.991

0.045

21.816

***

MM3

<—-

MM

0.906

0.050

18.113

***

MT7

<—-

MT

1.000

MT6

<—-

MT

0.933

0.046

20.260

***

MT3

<—-

MT

0.860

0.042

20.648

***

MT4

<—-

MT

0.911

0.047

19.586

***

MT2

<—-

MT

0.947

0.050

18.753

***

MT5

<—-

MT

0.833

0.046

18.310

***

MT1

<—-

MT

0.894

0.049

18.372

***

DU2

<—-

DU

1.000

DU9

<—-

DU

1.035

0.045

22.963

***

DU8

<—-

DU

1.004

0.044

22.699

***

DU5

<—-

DU

0.884

0.042

20.917

***

DU3

<—-

DU

0.983

0.045

21.665

***

DU7

<—-

DU

0.852

0.052

16.452

***

DU1

<—-

DU

0.892

0.049

18.080

***

DT6

<—-

DT

1.000

Journal of Science - Hong Bang International University

ISSN: 2615-9686


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022

492

DT5

<—-

DT

1.024

0.039

26.078

***

DT1

<—-

DT

0.957

0.043

22.232

***

DT4

<—-

DT

0.916

0.044

20.656

***

DT2

<—-

DT

0.983

0.041

24.044

***

DT3

<—-

DT

0.951

0.044

21.700

***

CN8

<—-

CN

1.000

CN7

<—-

CN

0.959

0.049

19.411

***

CN2

<—-

CN

1.015

0.050

20.203

***

CN3

<—-

CN

0.942

0.051

18.366

***

CN4

<—-

CN

0.942

0.054

17.520

***

CN1

<—-

CN

0.799

0.050

15.938

***

CN5

<—-

CN

0.770

0.056

13.659

***

Kïët quẫ cấc tham sưë cho thêëy kïët quẫ kiïím àõnh ca cấc giẫ thuët nhû sau:

H1: Mưi trûúâng tấc àưång àïën Nùng lûåc àấp ûáng: Giẫ thuët nây àûúåc chêëp nhêån (p < 0.05);
H2: Mưi trûúâng tấc àưång àïën Àùåc tđnh cấ nhên: Giẫ thuët nây àûúåc chêëp nhêån (p < 0.05);
H3: Àùåc tđnh cấ nhên tấc àưång àïën Mong mën: Giẫ thuët nây àûúåc chêëp nhêån (p < 0.05);
H4: Nùng lûåc àấp ûáng tấc àưånng àïën Mong mën: Giẫ thuët nây àûúåc chêëp nhêån (p < 0.05);
H5: Mưi trûúâng tấc àưång àïën Mong mën ca khấch: Giẫ thuët àûúåc chêëp nhêån (p < 0.05);
H6: Mưi trûúâng tấc àưång àïën Cẫm nhêån chêët lûúång: Giẫ thuët nây àûúåc chêëp nhêån (p < 0.05);
H7: Àùåc tđnh tấc àưång àïën Cẫm nhêån chêët lûúång: Giẫ thuët nây àûúåc chêëp nhêån (p < 0.05);
H8: Nùng lûåc àấp ûáng tấc àưång àïën Cẫm nhêån chêët lûúång: Giaã thuyïët àûúåc chêëp nhêån p < 0.05);
H9: Mong mën tấc àưång àïën Cẫm nhêån chêët lûúång: Giẫ thuyïët àûúåc chêëp nhêån (p < 0.05).
Baãng 4. Kïët quaã kiïím àõnh SEM (chín hốa)
Estimate

ISSN: 2615-9686

DU

<—-

MT

0.229

DT

<—-

MT

0.292

MM

<—-

DT

0.466

MM

<—-

DU

0.092

MM

<—-

MT

0.165

CN

<—-

MT

0.249

CN

<—-

DT

0.137

CN

<—-

DU

0.327

CN

<—-

MM

0.126

Journal of Science - Hong Bang International University


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022

493

Tûâ Bẫng 4, kïët quẫcho thêëy, trong cấc ëu tưë tấc àưång àïën cẫm nhêån chêët lûúång dõch v mua
sùỉm online thị nùng lûåc àấp ûáng ca doanh nghiïåp cố tấc àưång mẩnh nhêët (0.327), tiïëp àïën lâ mưi
trûúâng (0.249), àùåc tđnh khấch hâng (0.137) vâ cëi cng lâ mong mën ca khấch hâng (0.126).
Àưëi vúái cấc ëu tưë khấc thị ëu tưë mưi trûúâng tấc àưång àïën àùåc tđnh khấch hâng mẩnh hún so
vúái sûå tấc àưång ca mưi trûúâng túái nùng lûåcàấp ûáng (0/292 so vúái 0/229).
Trong khi àố, cấc ëu tưë tấc àưång àïën mong mën thị ëu tưë àùåc tđnh khấch hâng cố tấc àưång
mẩnh nhêët (0.466), sau àố túái mưi trûúâng (0.165), cëi cng lâ nùng lỷồc aỏp ỷỏng (0.092).
7.5.2. Kùởt quaó kiùớm ừnh bootstrap
Nhựỗm coỏ thïí suy rưång kïët quẫ nghiïn cûáu ra tưíng thïí, mư hịnh cêìn àûúåc tiïën hânh kiïím àõnh lẩi
àưå tin cêåy. Nghiïn cûáu sûã duång kyä thuêåt bootstrapping vúái cúä mêỵu lùåp lẩi lâ 5,000 quan sất vúái cúä
mêỵu ban àêìu lâ 405. Kïët quẫ ûúác lûúång tûâ 5,000 quan sất cho thêëy trổng sưë gưëc cố nghơa vúái troồng
sửở trung bũnh cuóa bootstrapping vũ caỏc troồng sửở nựỗm trong khoẫng tin cêåy 95%. Nhû vêåy, cấc ûúác
lûúång trong mư hịnh lâ àấng tin cêåy.
Bẫng 5. Kïët quẫ kiïím àõnh mưëi quan hïå giûäa cấc khấi niïåm trong mư hịnh
Parameter

SE

SE/SE

Mean

Bias

SE/Bias

C.R

DU

<—-

MT

0.058

0.003

0.232

0.003

0.004

0.75

DT

<—-

MT

0.046

0.002

0.29

-0.003

0.003

-1

MM

<—-

DT

0.062

0.003

0.452

-0.014

0.004

-3.5

MM

<—-

DU

0.057

0.003

0.101

0.009

0.004

2.25

MM

<—-

MT

0.047

0.002

0.16

-0.005

0.003

-1.66

CN

<—-

MT

0.057

0.003

0.242

-0.006

0.004

-1.5

CN

<—-

DT

0.072

0.004

0.136

-0.001

0.005

-0.2

CN

<—-

DU

0.05

0.003

0.332

0.005

0.004

1.25

CN

<—-

MM

0.075

0.004

0.125

0.001

0.005

0.2

8. THẪO LÅN KÏËT QUẪ NGHIÏN CÛÁU VÂ HÂM QUẪN TRÕ CHO CẤC GIẪI PHẤP
8.1. Thẫo lån kïët quẫ nghiïn cûáu
Vúái kïët quẫ phên tđch SEM àậ thïí hiïån mư hịnh l thuët àẩt àûúåc mûác àưå tûúng thđch so vúái dûä
liïåu thõ trûúâng vâ trong àố vúái chđn giẫ thuët vïì mưëi quan hïå giûäa cấc khấi niïåm àûúåc chêëp nhêån.
Vúái k thåt SEM àậ phên tđch cấc mưëi quan hïå qua lẩi trong mư hịnh nhên quẫ, àố chđnh lâ àiïìu tẩo
nïn sûå khấc biïåt ca SEM vúái mư hịnh Hưìi quy tuën tđnh ca cấc nghiïn cûáu trûúác àêy vïì cấc ëu
tưë ẫnh hûúãng túái àõnh mua hâng online ca cấc tấc giẫ (Delafrooz [12]; Hâ Ngổc Thùỉng vâ
Nguỵn T Àưå [13]; Nguỵn Thõ Kim Vên vâ Quấch T. K. Ngổc, 2013; Trêìn Thõ Xn Viïn [14]);
Ngoâi ra cấc tấc giẫ trïn cng khưng àïì cêåp àïën Àùåc tđnh vâ mong mën ca khấch hâng cng nhû
ẫnh hûúãng ca mưi trûúâng.Kïët quẫ SEM àậ c thïí sûå tấc àưång trûåc tiïëp vâ giấn tiïëp qua lẩi nhên quẫ
giûäa cấc nhốm ëu tưë: Àùåc tđnh khấch hâng, Mong mën ca khấch hâng, Nùng lûåc àấp ûáng ca
doanh nghiïåp, vâ Àiïìu kiïån mưi trûúâng, chng ph thåc lêỵn nhau khưng àûáng n vâ tấc àưång àïën
Cẫm nhêån chêët lûúång dõch v mua sùỉm online ca khấch hâng.

Àưëi vúái nhûäng nghiïn cûáu trûúác àêy liïn quan àïën caãm nhêån chêët lûúång dõch vuå cuãa khaách

Journal of Science - Hong Bang International University

ISSN: 2615-9686


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

494

Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022

hâng, nhû nghiïn cûáu ca Zeithaml (1988) [7], Bolton vâ cưång sûå (1991), Loffler (2001), Natasa vaâ
Jovce (2002), Gi–Du Kang vaâ Jeffrey James (2004), Somphol Vantamay (2006), Asatryan (2016),
Trêìn Àịnh S (2015), so sấnh cấc hïå sưë tấc àưång ca cấc ëu tưë thị mûác àưå mẩnh ëu rêët khấc nhau
do mưi trûúâng khấc nhau vâ àưëi tûúång khấc nhau; chûa cố nghiïn cûáu nâo àïì cêåp àïën cẫm nhêån chêët
lûúång dõch v mua sùỉm online ca khấch hâng.
8.2. Hâm quẫn trõ vâ cấc giẫi phấp àïì xët
- Àưëi vúái nhốm ëu tưë àùåc tđnh khấch hâng: nhốm ëu tưë nây tấc àưång trûåc tiïëp àïën ëu tưë
mong mën vâ ëu tưë cẫm nhêån vâ cng bõ tấc àưång ca ëu tưë mưi trûúâng, do àố tđnh cấch ca
khấch vâ mong mën ca khấch cng biïën àưång thay àưíi.Giẫi phấp àïì xët cho doanh nghiïåp lâ
phẫi xêy dûång kïë hoẩch khấch hâng mc tiïu vâ chiïën lûúåc Marketing ph húåp, nhựỗm nờng cao chờởt
lỷỳồng caóm nhờồn cuóa khaỏch haõng, cờỡn ch trổng quan têm nhiïìu àïën: cưng viïåc, àiïìu kiïån kinh tïë ca
khấch, àưå tíi, giúái tđnh, tđnh khđ, thấi àưå vâ mong mën ca khấch hâng theo mưi trûúâng hiïån tẩi;
cêìn phẫi tẩo ra dõch v thđch ûáng, ph húåp kđch thđch tùng sûå mong mën mua ca khấch trong tûâng
trûúâng húåp c thïí. Cêìn xêy dûång hïå thưëng chđnh sấch chùm sốc khấch hâng chun nghiïåp tûâ khêu
giúái thiïåu hâng hốa qua hịnh ẫnh c thïí vâ kêm theo sûå cam kïët chêët lûúång àïën khêu chöët àún hâng,

giao nhêån hâng vâ phẫn hưìi nhanh khi khấch cố phẫn ấnh.
- Àưëi vúái nhốm ëu tưë mưi trûúâng: àêy lâ mưåt trong nhûäng ëu tưë àùåc biïåt duy nhêët cố tấc
àưång qua lẩi àïën têët cẫ, cố tấc àưång trûåc tiïëp lêỵn giấn tiïëp àïën cấc ëu tưë khấc. Giẫi phấp àïì xët cho
doanh nghiïåp cêìn phẫi xêy dûång hïå thưëng chiïën lûúåc tiïëp thõ phên têìng, chiïën lûúåc saón phờớm kùởt
hỳồp chiùởn lỷỳồc phaỏt triùớn thừ phờỡnnhựỗm taồo võ thïë cẩnh tranh trong thõ trûúâng,cêìn xêy dûång hïå thưëng
truìn thưng xậ hưåi àïí truìn tẫi àêìy à thưng tin vïìhịnh ẫnh vâ chêët lûúång cấc loẩi hâng hốa/dõch
v trong tûâng thúâi àiïím, cấc thïë mẩnh vïì dõch v giao nhêån, àiïìu kiïån thanh toấn, chđnh sấch sûã
dng thûã hay àưíi hâng vâ cấc lúåi đch ca khấch cố ỷỳồc nhựỗm nờng cao sỷồ mong muửởn, sỷồ tin tỷỳóng
cuóa khấch trong àiïìu kiïån hiïån nay vâ bẫn cam kïët doanh nghiïåp ln àấp ûáng vâ phc v tưët nhêët
cho khấch hâng.
- Àưëi vúái nhốm ëu tưë mong mën ca khấch hâng: kïët quẫ phên tđch chûáng minh ëu tưë nây
cố sûå tấc àưång trûåc tiïëp àïën chêët lûúång cẫm nhêån dõch v ca khấch hâng. Kïët quẫ nghiïn cûáu côn
cho thêëy Mong mën ca khấch hâng cng chõu sûå tấc àưång tûâ ëu tưë mưi trûúâng, àùåc tđnh ca
khấch hâng vâ Nùng lûåc àấp ûáng ca doanh nghiïåp. Chđnh vị vêåy, àïí kđch thđch sûå mong mën ca
khấch hâng khi sûã dng dõch v mua hâng online, cêìn xem xết 3 ëu tưë mưi trûúâng, àùåc tđnh cấ
nhên, nùng lûåc àấp ûáng, chng cố tấc àưång àïën mong mën ca khấch hâng nhû thïë nâo. Giẫi phấp
àïì xët cho Doanh nghiïåp cêìn hoân thiïån lẩi hïå thưëng quẫn trõ chêët lûúång cng vúái cưng tấc quẫn trõ
thûúng hiïåu; cêìn àêíy mẩnh quẫng bấ cấc thưng tin vïì sûå cam kïët ca doanh nghiïåp vâ bẫng àấnh giấ
xïëp hẩng ca thõ trûúâng, chûáng minh lâ mưåt doanh nghiïåp uy tđn, luửn aóm baóo chờởt lỷỳồng i ửi vỳỏi
thỷỳng hiùồu, nhựỗm nêng cao sûå mong mën ca khấch hâng.
- Àưëi vúái nhốm ëu tưë vïì nùng lûåc àấp ûáng ca cấc doanh nghiïåp: kïët quẫ phên tđch xấc àõnh
tấc àưång trûåc tiïëp àïën chêët lûúång cẫm nhêån dõch v mua sùỉm online, ëu tưë sûå àấp ûáng côn chõu sûå tấc
àưång tûâ ëu tưë mưi trûúâng. Giẫi phấp àïì xët, cấc doanh nghiïåp cêìn hoân thiïån lẩi hïå thưëng giao nhêån
vâ thanh toấn, àïí lâm thỗa mận nhu cêìu ca khấch hâng, cấc doanh nghiïåp kinh doanh online ch
trổng hún nûäa vïì àẫm bẫo sûå an toân, àưå tin cêåy trong giao dõch àậ àûúåc thõ trûúâng àấnh giấ, giúái thiïåu
àûúåc nhûäng tiïån đch vâ nhûäng ûu àậi khi sûã dng dõch v vúái th tc thån lúåi cho khấch mën chổn
vâ chưët àún hâng trïn online. Doanh nghiïåp cêìn xêy dûång àöåi nguä nhên viïn chuyïn nghiïåp nùng
àöång, biïët tön trổng vâ hưỵ trúå cho khấch hâng trong mổi àiïìu kiïån cho phếp. Doanh nghiïåp cêìn cố
chđnh sấch bưìi dûúäng vâ àâo tẩo mưåt àưåi ng nhên viïn chun nghiïåp àïí àấp ûáng cấc hâm trïn.

ISSN: 2615-9686

Journal of Science - Hong Bang International University


sciousness of being observed and one emotion after another crept into her face like objects into a slowly developing pic- ture. Her expression was curiously familiar—it was an expression I had often seen on women’s faces but on Myrtle Wilson’s face it seemed purposeless and inexplicable until I realized that her eyes, wide with jealous terror, were fixed not on Tom, but on Jordan Baker, whom she took to be his wife. There is no confusion like the confusion of a simple mind, and as we drove away Tom was feeling the hot whips of panic. His wife and his mistress, until an hour ago secure and inviolate, were slipping precipitately from his control. Instinct made him step on the accelerator with the double purpose of overtaking Daisy and leaving Wilson behind, and we sped along toward Astoria at fifty miles an hour, until, among the spidery girders of the elevated, we came in sight of the easygoing blue coupé. ‘Those big movies around Fiftieth Street are cool,’ sug- gested Jordan. ‘I love New York on summer afternoons when every one’s away. There’s something very sensuous about it—overripe, as if all sorts of funny fruits were going to fall into your hands.’ The word ‘sensuous’ had the effect of further disquieting Tom but before he could invent a protest the coupé came to a stop and Daisy signalled us to draw up alongside. ‘Whe

movies?’ ‘It’s so hot,’ she complained. ‘You go. We’ll ride around and meet you after.’ With an effort her wit rose faintly,

Tẩp chđ KHOA HỔC - Trûúâng Àẩi hổc Qëc tïë Hưìng Bâng, Sưë Àùåc biïåt 12/2022

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Journal of Science - Hong Bang International University

ISSN: 2615-9686