B GIO DC V O TO TRNG I HC KINH T TP.HCM

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NG TRUNG KIN

CC YU T NH HNG N XU HNG S DNG DCH V 3G

TI THNH PH H CH MINH

LUN VN THC S KINH T

TP. H Ch Minh Nm 2011

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LI CM N

hon thnh bi lun vn ny, ti nhn c rt nhiu s ng vin v khch l ca Thy C, bn b v gia nh.

Li u tin, ti xin chn thnh cm n qu Thy C khoa sau i Hc Trng i Hc Kinh T TP.HCM, nhng ngi nhit tnh ging dy v truyn t cho ti nhng kin thc qu bu trong sut thi gian hc tp. c bit xin cho ti gi li cm n su sc nht n Thy Nguyn nh Th, l ngi hng dn v ch bo ti tn tnh trong sut qu trnh thc hin v hon thnh lun vn ny.

Xin cm n bn b, ngi thn, ng nghip, cc anh ch v cc bn hc vin cao hc khoa Qun tr kinh doanh dnh cht thi gian tr li bng cu hi phng vn.

Nhn y, ti cng xin gi li cm n nhng ngi thn trong gia nh lun ng h v h tr ti rt nhiu trong qu trnh hc tp v lm bi trong sut thi gian va qua.

TP H Ch Minh, thng 8 nm 2011 Ng Trung Kin

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TM TT

Dch v 3G trong thi gian qua c cc nh cung cp dch v quan tm u t nhiu nhng s lng thu bao s dng dch v ny vn cn t do cc dch v, tin ch cung cp cha thc s gn kt vi nhu cu ca khch hng. V vy, ti c hnh thnh nghin cu loi hnh dch v mi ny nhm xc nh cc yu t nh hng n xu hng s dng dch v 3G ti thnh ph H Ch Minh cng nh mc nh hng ca tng yu t. T , a ra mt s kin ngh i vi cc nh cung cp dch v nhm a dch v ny n vi khch hng.

Nghin cu c thc hin qua hai giai on. Nghin cu nh tnh s b c thc hin trc thng qua k thut phng vn su vi kch thc mu l 10, trong c 4 ngi l nhn vin cc cng ty cung cp dch v v 6 ngi l khch hng, nhm iu chnh thang o ph hp vi i tng nghin cu. Nghin cu nh lng chnh thc c thc hin sau vi kch thc mu l 204. D liu c m ha v a vo phn tch vi s h tr ca phn mm SPSS.

Kt qu nghin cu cho thy c 2 yu t nh hng n xu hng s dng dch v 3G l: Li ch cm nhn, Cm nhn v dch v. Do , nhng nh cung cp dch v cn quan tm hn n vic cung cp nhng tin ch em li li ch tht s cho ngi tiu dng v nng cao cht lng dch v cung cp.

Mc d cn nhiu hn ch, tuy nhin nhng kt qu m nghin cu mang li cng gip cho cc nh cung cp dch v c mt ci nhn tng quan v xu hng s dng dch v 3G, qua ra cc chin lc pht trin nhm khai thc khch hng mt cch hiu qu nht.

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MC LC LI CM N..............................................................................................................................1 TM TT ...................................................................................................................................3 MC LC ...................................................................................................................................4 DANH MC HNH V ..............................................................................................................6 DANH SCH BNG BIU .......................................................................................................7 CHNG 1: GII THIU ......................................................................................................8

1.1 Tng quan v th trng dch v 3G Vit Nam: .................................................8 1.2 L do hnh thnh ti: .......................................................................................10 1.3 Mc tiu nghin cu: ...........................................................................................10 1.4 ngha thc tin ca ti: ................................................................................11 1.5 i tng v phm vi nghin cu: ......................................................................11 1.6 Kt cu ca bo co lun vn:..............................................................................11

CHNG 2: C S L THUYT.......................................................................................12 2.1 nh ngha v dch v: .........................................................................................12 2.2 Thuyt nhn thc ri ro (TPR - Theory of Perceived Risk): ...............................12 2.3 Thuyt hnh ng hp l (TRA - Theory of Reasoned Action):.........................13 2.4 Thuyt hnh vi d nh (TPB - Theory of Planned Behaviour): .........................13 2.5 M hnh chp nhn cng ngh (TAM - Technology Acceptance Model):..........14 2.6 M hnh kt hp TAM v TPB:...........................................................................15 2.7 Cc nghin cu trc: ..........................................................................................15 2.8 Cc gi thuyt v M hnh nghin cu: ...............................................................16 2.8.1 Xu hng s dng dch v:...............................................................................16 2.8.2 Ri ro cm nhn: ...............................................................................................17 2.8.3 Li ch cm nhn:..............................................................................................17 2.8.4 S thun tin: ....................................................................................................17 2.8.5 nh hng ca ngi thn: ..............................................................................17 2.8.6 Gi tr tri thc:...................................................................................................18 2.8.7 S hi sinh v ti chnh:......................................................................................18 2.8.8 Hnh nh nh cung cp:.....................................................................................19

CHNG 3: PHNG PHP NGHIN CU...................................................................21 3.1 Thit k nghin cu: ............................................................................................21 3.1.1 Phng php nghin cu: .................................................................................21 3.1.2 Qui trnh nghin cu nh sau:...........................................................................21 3.2 Nghin cu nh tnh: ..........................................................................................22 3.2.1 Mc ch: ..........................................................................................................22 3.2.2 Cch thc hin: .................................................................................................23 3.2.3 Thit k thang o...............................................................................................24 3.3 Kt qu nghin cu nh tnh v hiu chnh thang o cho ti.........................25 3.3.1 Thang o Ri ro cm nhn: ...........................................................................25 3.3.2 Thang o Li ch cm nhn:..........................................................................25 3.3.3 Thang o S thun tin: ................................................................................25 3.3.4 Thang o nh hng ca ngi thn:...........................................................26 3.3.5 Thang o Gi tr tri thc:...............................................................................26 3.3.6 Thang o S hi sinh v ti chnh:..................................................................26 3.3.7 Thang o Hnh nh nh cung cp:.................................................................27 3.3.8 Thang o Xu hng s dng dch v: ...........................................................27

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3.4 Thit k bng cu hi: ..........................................................................................28 3.5 Nghin cu nh lng: .......................................................................................29 3.5.1 Phng thc ly mu ........................................................................................29 3.5.2 C mu ..............................................................................................................29 3.5.3 X l v phn tch d liu.................................................................................30 3.5.3.1 Phn tch m t ..............................................................................................30 3.5.3.2 Kim nh v nh gi thang o ....................................................................30 3.5.3.3 Phn tch hi quy a bin ..............................................................................31

CHNG 4: KT QU NGHIN CU V THO LUN .............................................34 4.1 M t mu: ...........................................................................................................34 4.1.1 Phng php thu thp d liu v t l hi p .................................................34 4.1.2 M t cu trc mu: ..........................................................................................34 4.2 Kim nh nh gi thang o: ..............................................................................36 4.2.1 tin cy ca cc bin c lp v ph thuc...................................................36 4.2.2 Phn tch nhn t khm ph (EFA)...................................................................37 4.2.2.1 Phn tch nhn t cho cc yu t c lp ......................................................37 4.2.2.2 Phn tch nhn t cho bin ph thuc ...........................................................40 4.3 M hnh nghin cu hiu chnh: ..........................................................................41 4.4 Kim nh m hnh v cc gi thuyt: .................................................................41 4.4.1 Phn tch tng quan ........................................................................................41 4.4.2 Phn tch hi quy a bin ..................................................................................42 4.4.3 Phn tch kt qu nghin cu ............................................................................44 4.4.3.1 Phn tch cc nhn t c nh hng: ............................................................44 4.4.3.2 Phn tch cc nhn t khng nh hng: ......................................................47 4.4.4 Kim nh cc gi thuyt ..................................................................................48

CHNG 5: KT LUN.......................................................................................................50 5.1 Tm tt kt qu, ngha: .....................................................................................50 5.1.1 Tm tt kt qu .................................................................................................50 5.1.2 ngha ..............................................................................................................50 5.2 Hn ch ca ti v hng nghin cu tip theo: .............................................50

TI LIU THAM KHO.......................................................................................................52 PH LC .................................................................................................................................55 PH LC 1: DN BI THO LUN TAY I ...................................................................55 PH LC 2: BNG CU HI KHO ST ...........................................................................58 PH LC 3: KT QU PHN TCH NHN T ..................................................................61 PH LC 4: KIM NH TIN CY CHO CC BIN ...................................................63 CHT LNG DCH V CUNG CP V LI CH EM LI ..........................................63 PH LC 5: PHN TCH TNG QUAN ............................................................................65 PH LC 6: PHN TCH HI QUY A BIN .....................................................................66

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DANH MC HNH V

Hnh 2.1 M hnh nghin cu. ...................................................................................... 19 Hnh 3.1 Quy trnh nghin cu ..................................................................................... 22 Hnh 4.1 M hnh nghin cu hiu chnh ..................................................................... 41

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DANH SCH BNG BIU

Bng 3.1 Cc bc thc hin trong qu trnh nghin cu ............................................ 21 Bng 3.2 Kt qu nghin cu nh tnh v hiu chnh thang o ................................... 28 Bng 4.1 M t mu ...................................................................................................... 35 Bng 4.2 Phn tch Cronbachs Alpha cho cc bin c lp v bin ph thuc .......... 36 Bng 4.3 Kt qu phn tch EFA cho cc bin c lp ................................................ 37 Bng 4.4 Kt qu phn tch EFA cho bin ph thuc................................................... 40 Bng 4.5 Cc gi thuyt trong m hnh nghin cu hiu chnh.................................... 41 Bng 4.6 Tng kt m hnh hi quy ............................................................................. 43 Bng 4.7 Cc h s hi quy .......................................................................................... 43

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CHNG 1: GII THIU

1.1 Tng quan v th trng dch v 3G Vit Nam: Nc ta l nc c tc pht trin v cng ngh thng tin mc cao,

theo nh gi ca Lin minh Vin thng Quc t (ITU) a ra ti Hi ngh vin thng quc t din ra vo thng 5 nm 2010, Vit Nam ang l mt trong nhng quc gia c tc pht trin vin thng cao nht th gii. Trong 2 nm va qua, d gp nhiu kh khn do tc ng ca suy thoi kinh t ton cu, song mng li vin thng Vit Nam vn tip tc pht trin, nng cao nng lc v dung lng, m rng vng phc v n nng thn, vng su vng xa. Chic my in thoi di ng ngy cng tr nn ph bin v gn gi, gn lin vi i sng hng ngy ca ngi dn.

Ngy nay ngi dn c nhu cu s dng cc dch v tin ch ca in thoi di ng phc v cho nhu cu cng vic cng nh gii tr hng ngy ca h nhiu hn. Bn cnh vic nghe, gi, nhn tin, nhiu ngi cn c nhu cu s dng in thoi di ng ca mnh truy cp web, gi email, download ti liu, nghe nhc, xem phim V vy, cng vi s pht trin ca t l tng trng thu bao in thoi, cc nh cung cp mng di ng ang ngy cng ci thin cht lng, cung cp thm nhng dch v mi em li nhiu li ch hn cho khch hng v thng xuyn thay i cng ngh cho ph hp vi nhu cu ca khch hng.

3G (third generation) l cng ngh di ng th h th ba, cho php truyn c d liu thoi v d liu ngoi thoi (ti d liu, gi email, hnh nh). Cng ngh 3G cho php mi giao dch v tin ch c thc hin trn in thoi di ng, thay th tt c cc thit b iu khin cc gia dng trong nh, bn , phng chiu phim, nh ht di ng hay n gin l phng tin truyn ti thng tin, chia s cm xc

3G to ra mt cuc cch mng trong lnh vc truyn thng khng dy bng vic cung cp dch v thoi v truy nhp d liu tc cao trn di ng, ng thi thc y s hi t ca cc thit b lin lc di ng vi cc thit b in t tiu dng khc. 3G tr thnh mi trng v bin chic in thoi di ng tr thnh mt cng c lin lc, khai thc thng tin, gio dc, chm sc sc khe v an ton cho mi ngi.

Khng ch cung cp cc dch v gii tr nh m nhc, in nh, 3G cn gip cho cc chnh ph truyn ti v gii quyt cc thch thc v kinh t - x hi trong c

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hin ti v tng lai. Kinh nghim quc t cho thy, 3G chnh l xu hng pht trin tt yu ca cng ngh thng tin di ng.

Hin nay, ti th trng Vit Nam, cc nh cung cp dch v 3G u da trn mng 2G c u t, pht trin mnh m trong thi gian qua. Kinh nghim trn th gii cho thy tt c cc mng 3G thnh cng u phi da trn mng 2G, s c li th l gim c sut u t do mng 3G tn dng c c s h tng ca mng 2G nn c iu kin gim gi thnh. Hn na, c cu dn s ca Vit Nam l dn s tr, v vy nhu cu tm hiu, khm ph cc dch v tin ch, cc cng ngh mi s cao hn, nhng ngi tr tui thng s d dng chp nhn nhng s thay i, nhng ci mi. Cc thit b truy cp 3G nh USB HSPA hay in thoi di ng 3G ngy cng gim gi cng l yu t v cng quan trng. Ti thi im nm 2009, gi ca USB 3G tc 7,2 Mbps ln ti 120 - 150 USD, th hin ch cn vo khong 40 - 50 USD; gi in thoi 3G ang ngy mt gim, ngi s dng dch v 3G ti Vit Nam cng c th s hu c th truy cp trc tip hoc dng lm modem kt ni vi my vi tnh.

Thc cht mng 3G c trin khai ti mt s nc t nm 2001 nhng do mt s nguyn nhn nh: hiu sut cng ngh, cc dch v ni dung khng phong ph, gi my u cui cn kh cao nn dch v 3G khng pht trin mnh m nh c mong i. Ti thi im ny, a s cc hn ch c nu trn u c gii quyt. Do , vic pht trin dch v 3G hin nay l thch hp vi th trng Vit Nam.

S lc mt s nh cung cp dch v 3G hin nay: VinaPhone ang l mt trong 3 mng di ng c s thu bao ln nht hin nay,

vi li th trin khai mng 2G trong nhiu nm v vi hn 22 triu thu bao ang hot ng, d kin s u t hn 1 t USD cho mng 3G trong vng 15 nm ti. Ti Vietnam Mobile Awards 2010 (VMA 2010) - l trao gii thng thng nin duy nht v lnh vc thng tin di ng ca Vit Nam, VinaPhone c nhn gii thng Mng in thoi di ng c dch v 3G tt nht

MobiFone ang l mng di ng c s lng khch hng kh l tng bi y l nhng khch hng thuc din giu c nht Vit Nam. Nhng khch hng ny ch yu tp trung ti cc thnh ph ln v h s sn sng s dng ngay dch v 3G. ng thi, nhng i tng khch hng ny s i hi cht lng dch v tt nht v phong cch phc v chuyn nghip nht, MobiFone vn ang l mng di ng p ng

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nhng yu cu ny tt nht. Ti Vietnam Mobile Awards 2010, mng di ng MobiFone nhn gii mng di ng c a chung nht do ngi dng bnh chn.

Viettel cung cp dch v 3G vi thng ip Sc mu cuc sng, tng t nh nm 2004 khi chnh thc kinh doanh dch v di ng, Viettel cng thc hin trit l mng li i trc, kinh doanh theo sau. Vi quan im mng 3G phi tt v rng khp nh mng 2G, sau 1 nm chnh thc khai trng mng di ng 3G, s trm pht sng BTS ca Viettel tng gp i, t 8.000 trm ln trn 17.000 trm, tr thnh nh mng c s trm 3G ln nht trong khu vc ng Nam , c bit m ra c hi tip cp vi th gii thng tin cho ngi dn khu vc nng thn, vng su vng xa, ni trin khai Internet ADSL cn gp nhiu kh khn.

EVN Telecom u t mi hon ton v ng b c s h tng mng 3G. Ti thi im bt u cung cp dch v, mng di ng ny ph sng 3G n 46% dn s. im ni bt trong dch v 3G ca EVN Telecom l tc truy cp Internet c th p ng nhu cn s dng cc dch v gi tr gia tng i hi tc truy cp cao trn in thoi di ng. Dch v 3G ca EVN Telecom tng thch vi tt c cc mu in thoi hin c trn th trng c h tr 3G. 1.2 L do hnh thnh ti:

Vi 4 giy php 3G c cp ti Vit Nam, gm cc n v Viettel, Vinaphone, Mobifone, lin doanh EVN Telecom v HT Mobile, dch v 3G thc s thu ht c s quan tm ca gii cng ngh thng tin v th trng 3G ti Vit Nam c s cnh tranh gay gt gia cc nh cung cp dch v.

nng cao kh nng cnh tranh v tng s lng khch hng s dng dch v 3G, cc nh cung cp dch v 3G cn hiu r hn v nm bt c nhu cu ca khch hng v dch v mnh cung cp. Vi mong mun gip cc cng ty vin thng nhn bit c nhu cu tht s ca khch hng, ti chn vn Cc yu t nh hng n xu hng s dng dch v 3G ti thnh ph H Ch Minh lm ti nghin cu cho lun vn tt nghip ca mnh. 1.3 Mc tiu nghin cu:

Mc tiu chnh cho nghin cu ca ti ny nh sau: - Xc nh cc yu t nh hng n xu hng s dng dch v 3G. - Xc nh mc tc ng ca tng yu t n xu hng s dng dch v 3G.

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- Khm ph vai tr kim sot ca Gii tnh, Nhm tui, Thu nhp bnh qun vi Xu hng s dng dch v 3G. 1.4 ngha thc tin ca ti: Nghin cu ny nhm a ra ci nhn tng quan v tim nng pht trin ca dch v 3G trn th trng. Qua , gip cho cc cng ty cung cp dch v 3G nhn dng c cc khch hng tim nng ca mnh c nhng chin lc thch hp. 1.5 i tng v phm vi nghin cu: Phm vi nghin cu: a bn Thnh ph H Ch Minh, l trung tm kinh t ti chnh ca c nc, ni ngi dn c thu nhp bnh qun cao v c nhiu iu kin thun li trong vic tip cn nhng cng ngh mi. i tng nghin cu: Ngi dn sng ti thnh ph H Ch Minh, gii hn tui t 16 tui tr ln, bao gm c nhng ngi bit hay cha bit g v dch v 3G. 1.6 Kt cu ca bo co lun vn: Lun vn gm c 5 chng:

Chng 1 gii thiu tng quan v ti nghin cu. Chng 2 s gii thiu v cc c s l thuyt v cc nghin cu trc y, t xut m hnh nghin cu cho ti ny. T cc khi nim v m hnh nghin cu chng 2, chng 3 s gii thiu phng php nghin cu s dng xy dng, hiu chnh nh gi cc thang o khi nim nghin cu v kim nh gi thuyt ra. Chng 4 s trnh by cc kt qu phn tch v a ra mt s xut i vi nh cung cp dch v. Chng 5 s trnh by cc kt qu chnh, ngha thc tin, mt s hn ch ca ti v xut hng nghin cu tip theo.

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CHNG 2: C S L THUYT Chng 1 gii thiu tng quan v ti v dch v 3G. Trong chng ny s

gii thiu v cc c s l thuyt v cc nghin cu trc y, t xut m hnh nghin cu cho ti ny. 2.1 nh ngha v dch v:

Theo Zeithaml & Bitner (2005), dch v l nhng hnh vi, qu trnh v vic thc hin nhm mc ch to gi tr cho khch hng, tha mn nhu cu ca khch hng.

Dch v c cc tnh cht c im nh sau: + Tnh ng thi + Tnh a dng. + Tnh v hnh.

+ Tnh khng lu tr. Phn loi dch v c chia theo ba phng php: + Mc phn on trong giao tip. + T trng vn, lao ng. + Da vo giao tip. c im loi hnh dch v 3G l theo yu cu ca khch hng cao, mc

phn on trong giao tip thp, t l lao ng thp, t trng vn cao. 2.2 Thuyt nhn thc ri ro (TPR - Theory of Perceived Risk):

Theo Bauer (1960): Ri ro nhn thc c nh ngha bao gm 2 thnh phn chnh l xc sut ca mt mt mt v cm gic ch quan ca hu qu xu. Thuyt nhn thc ri ro TPR c Bauer xy dng cho rng hnh vi tiu dng sn phm cng ngh thng tin c nhn thc ri ro, bao gm hai yu t: (1) Nhn thc ri ro lin quan n sn phm/dch v (PRP- Perceived Risk with Product/Service) v (2) nhn thc ri ro lin quan n giao dch trc tuyn (PRT- Perceived Risk in the Context of Online Transaction).

* Thnh phn nhn thc ri ro lin quan n sn phm/dch v: Cc dng nhn thc ri ro: mt tnh nng, mt ti chnh, tn thi gian, mt c hi v nhn thc ri ro ton b vi sn phm/dch v (tng ca nhn thc bt nh hoc bn khon ca ngi tiu dng khi mua sn phm).

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* Thnh phn nhn thc ri ro lin quan n giao dch trc tuyn: Cc ri ro c th xy ra khi ngi tiu dng thc hin giao dch thng mi in t trn cc phng tin thit b in t lin quan n: s b mt (privacy), s an ton - chng thc (security- authentication), khng khc t (nonrepudiation), v nhn thc ri ro ton b v giao dch trc tuyn.

i vi dch v 3G l mt dch v mi, ng dng cng ngh mi vo vic tha mn nhu cu ca ngi tiu dng. Do , cng cn phi kho st yu t nhn thc ri ro khi nh gi xu hng s dng dch v 3G. 2.3 Thuyt hnh ng hp l (TRA - Theory of Reasoned Action):

Thuyt hnh ng hp l TRA c Ajzen v Fishbein xy dng t nm 1967 v c hiu chnh m rng theo thi gian. M hnh TRA (Ajzen v Fishbein, 1975) cho thy xu hng tiu dng l yu t d on tt nht v hnh vi tiu dng. quan tm hn v cc yu t gp phn n xu hng mua th xem xt hai yu t l thi v chun ch quan ca khch hng.

Trong m hnh TRA, thi c o lng bng nhn thc v cc thuc tnh ca sn phm. Ngi tiu dng s ch n nhng thuc tnh mang li cc ch li cn thit v c mc quan trng khc nhau. Nu bit trng s ca cc thuc tnh th c th d on gn kt qu la chn ca ngi tiu dng.

Yu t chun ch quan c th c o lng thng qua nhng ngi c lin quan n ngi tiu dng (nh gia nh, bn b, ng nghip,); nhng ngi ny thch hay khng thch h s dng. Mc tc ng ca yu t chun ch quan n xu hng mua ca ngi tiu dng ph thuc: (1) mc ng h/phn i i vi vic mua ca ngi tiu dng v (2) ng c ca ngi tiu dng lm theo mong mun ca nhng ngi c nh hng.

T vic kho st, nh gi thi v chun ch quan ca ngi tiu dng i vi hnh vi s dng dch v 3G s nh gi c xu hng s dng dch v 3G. 2.4 Thuyt hnh vi d nh (TPB - Theory of Planned Behaviour):

Thuyt hnh ng hp l TRA b gii hn khi d on vic thc hin cc hnh vi ca ngi tiu dng m h khng th kim sot c; yu t v thi i vi hnh vi v chun ch quan khng gii thch cho hnh ng ca ngi tiu dng. V vy, thuyt hnh vi d nh TPB (Theory of Planned Behaviour) c Ajzen (1985) xy dng bng cch b sung thm yu t nhn thc kim sot hnh vi vo m hnh

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TRA. Thnh phn nhn thc kim sot hnh vi phn nh vic d dng hay kh khn khi thc hin hnh vi; iu ny ph thuc vo s sn c ca cc ngun lc v cc c hi thc hin hnh vi.

L thuyt TPB (Ajzen, 1991) cho rng l ng c hay nh tiu dng nh l nhn t thc y c bn ca hnh vi ngi tiu dng. ng c ny b dn dt bi ba tin t c bn l thi , nh hng x hi v kim sot hnh vi c cm nhn.

-Thi c gi thuyt l mt trong nhng nhn t quyt nh chnh trong vic l gii hnh vi tiu dng. Thi c nh ngha l mt xu hng tm l c bc l thng qua vic nh gi mt thc th c th vi mt s mc thch-khng thch, tha mn-khng tha mn v phn cc tt-xu (Eagly & Chaiken, 1993).

- Cc chun mc x hi th hin l cc nim tin ca mt ngi v liu ai c ngha (vi anh ta hoc c ta) ngh rng anh ta hoc c ta nn hay khng nn t rng buc mnh vo hnh vi . Nhng ngi c ngha l nhng ngi m cc s thch ca h v hnh vi ca anh ta hoc c ta trong lnh vc ny l quan trng i vi anh ta hoc c ta (Eagly & Chaiken, 1993). Cng vi thi , nh hng x hi l nhn t quan trng dn n ng c tiu dng vi t cch nh hnh vi (Ajzen&Fishbein, 1975).

- Kim sot hnh vi c cm nhn: Trong l thuyt TPB, Ajzen (1991) tp trung vo khi nim kim sot hnh vi c cm nhn nh l nim tin ca mt ngi v s kh khn hay d dng ra sao trong vic thc hin mt hnh vi. Mt ngi ngh rng anh ta hoc c ta s hu cng nhiu ngun lc v c hi th ngi d bo cng c t cc cn tr v do s kim sot hnh vi ca ngi cng ln. Cc nhn t kim sot c th l bn trong ca mt ngi (k nng, kin thc) hoc l bn ngoi ngi (thi gian, c hi, s ph thuc vo ngi khc), trong s ni tri l cc nhn t thi gian, gi c, kin thc. Trong m hnh ny, kim sot hnh vi cm nhn c tc ng trc tip n c nh ln hnh vi tiu dng. 2.5 M hnh chp nhn cng ngh (TAM - Technology Acceptance Model):

Theo Davis (1989): TAM c pht trin gii thch hnh vi s dng my tnh, xy dng da trn m hnh TRA.

Da vo m hnh xc nh c cc yu t nh hng n quyt nh vic khi no s dng my tnh. V cc nh nghin cu cng khng nh TAM l mt trong

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nhng m hnh nh hng nht, l i din cho mt ng gp quan trng cho l thuyt hnh vi s dng v chp nhn.

ti c th ng dng l thuyt ny lm c s trong vic phn tch cc yu t nh hng n xu hng s dng dch v 3G-mt mt no , cng c xem l cng ngh mi, tng t nh vic phn tch hnh vi s dng i vi my tnh trong giai on u. 2.6 M hnh kt hp TAM v TPB:

M hnh TAM khng bao gm cc yu t v nh hng x hi v nhn thc kim sot hnh vi; trong khi , nhng yu t ny c ngha trong cc nghin cu v hnh vi chp nhn s dng cng ngh thng tin (Mathieson 1991; Taylor & Todd 1995).

Taylor v Todd (1995) b sung vo m hnh TAM hai yu t chnh l chun ch quan v nhn thc kim sot hnh vi cung cp vic kim nh hon chnh v cc yu t quan trng trong vic s dng cng ngh thng tin, gi l m hnh TAM c gia tng (Augmented TAM) hoc m hnh kt hp TAM v TPB (C-TAM-TPB).

M hnh TAM quan tm nhiu n tc ng s nhn thc n vic chp nhn ca ngi s dng; cc bin v thi trong TPB gii thch quan trng v s nhn thc ca ngi s dng. Vic kt hp hai m hnh TAM v TPB trong cng lnh vc (domain) s to ra sc mnh trong vic d on tt hn l s dng ring l m hnh TAM hoc TPB.

Taylor v Todd cho rng vic tng thm cc yu t cho TAM (kt hp thuyt hnh vi d nh TPB) s cung cp m hnh thch hp cho vic s dng sn phm cng ngh thng tin, bao gm i tng c v cha c kinh nghim s dng. M hnh C-TAM-TPB c dng d on xu hng s dng ca i tng cha s dng cng ngh trc y; tng t nh vic d on thi quen s dng ca i tng s dng hoc c quen thuc vi cng ngh. 2.7 Cc nghin cu trc:

Nghin cu ca Ledden v ctg (2007): Ledden v ctg (2007) nghin cu ti Mi quan h gia gi tr c nhn v

gi tr nhn c t gio dc a ra cc thang o gi tr chc nng, S hi sinh v ti

16

chnh, Gi tr iu kin, Gi tr cm xc, Gi tr tri thc, Gi tr x hi, Hnh nh ca nh cung cp dch v.

Kt qu nghin cu cho thy cc yu t u c ngha thng k v cc mc nh hng khc nhau i vi s hi lng ca ngi tiu dng.

Nghin cu ca Trnh Th Tm Nh (2008): Tc gi Trnh Th Tm Nh nghin cu ti Cc yu t nh hng n xu

hng s dng dch v hi ngh a phng, s dng m hnh chp nhn cng ngh (TAM) phn tch bn yu t tc ng n thnh phn xu hng s dng (BI) l: (1) nhn thc s hu ch (PU), (2) nhn thc tnh d s dng (PEU), (3) chun ch quan (SN) v (4) nhn thc kim sot hnh vi (PBC).

Nghin cu ca Nguyn Thu Hin (2010): Nguyn Thu Hin nghin cu ti Xu hng s dng dch v bn hng

qua knh truyn hnh ca c dn thnh ph H Ch Minh. Trong , Nguyn Thu Hin s dng m hnh TPR, TRA, TPB vi cc thang o ri ro v cm nhn, li ch cm nhn, s thun tin, nh hng ca ngi thn v thi i vi dch v.

Nghin cu xc nh c m hnh cc yu t nh hng n xu hng s dng dch v bn hng qua knh truyn hnh, c 2 trong 4 yu t nh hng tch cc n xu hng s dng theo mc khc nhau: Yu t nh hng ngi thn v yu t thi i vi dch v.

Nhn xt: Cc nghin cu trc y lin quan n thi v xu hng hay d nh s dng sn phm - dch v v lnh vc cng ngh thng tin v vin thng thng s dng cc l thuyt v m hnh: thuyt hnh vi d nh (TPB), m hnh chp nhn cng ngh (TAM), thuyt hnh ng hp l (TRA) 2.8 Cc gi thuyt v M hnh nghin cu:

Da trn c s l thuyt v cc nghin cu trc, tc gi xut cc gi thuyt nghin cu cho ti nh sau: 2.8.1 Xu hng s dng dch v:

Xu hng s dng cp n d nh ca ngi tiu dng s mua (hoc s dng) hng ha (dch v), c mi quan h cht ch n hnh vi mua thc s (Davis, 1989). Theo Schiffman v Kanuk (2007), xu hng hnh vi hay nh mua (conativie) c th hin qua xu hng s dng ca khch hng. H c th c xu hng tiu dng

17

hay khng tiu dng dch v. Xu hng tiu dng l mt yu t quyt nh hnh vi tiu dng dch v. 2.8.2 Ri ro cm nhn:

c xem l bt trc m khch hng i mt khi h khng th lung trc hu qu ca quyt nh s dng. Khch hng b nh hng bi cc ri ro m h nhn thc, cho d ri ro c tn ti hay khng (Chan v Lu, 2004). ng thi, yu t ny da trn Thuyt nhn thc ri ro TPR trong ch trng n thnh phn nhn thc ri ro lin quan n sn phm/dch v. Ngi s dng dch v c suy ngh, nhn thc v ri ro lin quan n dch v khi s dng dch v 3G v l dch v mi nn c th em li mt s ri ro. y, gi thuyt t ra l:

H1: C mi quan h m gia Ri ro cm nhn v Xu hng s dng dch v. 2.8.3 Li ch cm nhn:

Trong m hnh chp nhn cng ngh (TAM), li ch cm nhn cp n mc ngi s dng tin tng rng vic s dng mt h thng c th (sn phm ca cng ngh thng tin) s nng cao kt qu v hiu sut cng vic ca mnh (Davis, 1989). Ngi s dng dch v c suy ngh, nhn thc v li ch lin quan n dch v. Nu khch hng cm thy dch v mang li nhiu li ch cho bn thn, h s c mong mun c s dng dch v trong cng vic, cuc sng v khi khch hng cm nhn dch v s khng em li li ch nh mong mun, h s khng sn sng s dng dch v.

H2: C mi quan h dng gia Li ch cm nhn v Xu hng s dng dch v. 2.8.4 S thun tin:

S thun tin cp n vic ngi s dng tin rng s dng mt h thng c th (sn phm ca cng ngh thng tin) s khng cn n lc nhiu v d dng khi s dng h thng (Davis, 1989). Yu t ny cng c xy dng da trn M hnh chp nhn cng ngh TAM v c im ca loi hnh dch v 3G.

H3: C mi quan h dng gia S thun tin v Xu hng s dng dch v. 2.8.5 nh hng ca ngi thn:

L mc nh hng t thi ca nhng ngi c lin quan i vi vic la chn dch v ca ngi tiu dng. Yu t ny c xy dng da trn yu t Chun ch quan ca Thuyt hnh vi d nh TPB, c o lng thng qua nhng ngi c

18

lin quan n ngi s dng (nh gia nh, bn b, ng nghip, i tc, khch hng...); nhng ngi ny thch hay khng thch h mua. Thi phn i ca nhng ngi nh hng cng mnh v ngi s dng cng gn gi vi nhng ngi ny th cng c nhiu kh nng ngi s dng s iu chnh xu hng s dng dch v ca mnh. V ngc li, mc a thch ca ngi s dng i vi dch v s tng ln nu c mt ngi no c ngi s dng a thch cng ng h vic s dng dch v ny. V dch v ny phc v cho nhu cu c nhn nn cc nh hng x hi c nghin cu trong ti l nh hng ca ngi thn. y xy dng kho st tc ng mong mun/khuyn khch ca nhng ngi ny ln ngi tiu dng i vi vic s dng dch v 3G.

H4: C mi quan h dng gia nh hng ca ngi thn v Xu hng s dng dch v. 2.8.6 Gi tr tri thc:

L li ch t kh nng cung cp khi dy s t m, cung cp tnh mi l hay tha mn mong mun hiu bit (Stafford,1994). Tnh mi l thng l nguyn nhn chnh th dng dch v mi hoc dch v c ci tin nhng trong kt qu ca mt vi nghin cu trc cho rng kha cnh mi l c th nh hng tiu cc mt cch tng th n gi tr cm nhn v n cng nh hng mt cch khng trc tip n nh hnh vi. L do chnh thc t l c mt s hng ha v dch v c th khng c s dng tip sau khi c th, v tnh mi khng thu ht s quan tm ca ngi tiu dng. Tuy nhin, tnh mi l nhn tng th c xem l tch cc, to ra s t m v quan tm i vi sn phm v dch v mi (Phng, 2011).

H5: C mi quan h dng gia Gi tr tri thc v Xu hng s dng dch v. 2.8.7 S hi sinh v ti chnh:

L s hi sinh iu kin v ti chnh, v d nh hc ph, chi ph n , chi ph mua sch v,... (Cronin et al., 1997). Phn nh s chp nhn ca khch hng i vi chi ph khi s dng dch v. Nu khch hng nhn thc c rng chi ph s dng dch v m h b ra l khng ng k hoc n xng ng vi gi tr tin ch m h nhn c, th h s sn sng chp nhn s dng dch v. Ngc li, nu khch hng nhn thy dch v m h nhn c khng xng ng vi chi ph m h b ra hoc chi ph chuyn i qu cao th h s khng sn sng s dng dch v. Gi thuyt t ra l:

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H6: C mi quan h dng gia S hi sinh v ti chnh v Xu hng s dng dch v. 2.8.8 Hnh nh nh cung cp:

L vic xy dng c hnh nh nh cung cp uy tn i vi khch hng bng vic m bo cht lng dch v cung cp, thc hin cc cam kt vi khch hng nh trong lnh vc gio dc, hnh nh ca mt Hc vin th hin qua li ch ca sinh vin nhn c khi theo hc ti mt Hc vin danh ting (LeBlanc and Nguyen, 1999); s c tc ng rt ln n quyt nh ngi tiu dng s s dng dch v ca nh cung cp hay khng. Dch v 3G l dch v mi nn i hi nh cung cp phi t nhng tiu chun v cht lng khi trin khai dch v n ngi tiu dng. V vy, yu t ny mong rng c s nh hng ca hnh nh nh cung cp i vi xu hng s dng dch v.

H7: C mi quan h dng gia Hnh nh nh cung cp v Xu hng s dng dch v.

Qua , tc gi xut m hnh nghin cu nh sau: Hnh 2.1 M hnh nghin cu.

RI RO CM NHN

LI CH CM NHN

S THUN TIN

NH HNG NGI THN

GI TR TRI THC

XU HNG S DNG DCH V

S HI SINH V TI CHNH

HNH NH NH CUNG CP

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TM TT Chng 2 trnh by tm tt cc l thuyt, m hnh nghin cu ca cc nh

nghin cu trc c s dng nh l nn tng l thuyt v nhng kin thc k tha cho ti nghin cu ny. Trn c s cc m hnh nghin cu ca cc tc gi trn, c s chn lc, hiu chnh cho ph hp vi dch v cn nghin cu, tc gi a ra m hnh nghin cu s dng 7 yu t l:

(2) Li ch cm nhn, (3) S thun tin, (4) nh hng ngi thn, (5) Gi tr tri thc, (6) S hi sinh v ti chnh, (7) Hnh nh nh cung cp. Cc yu t ny c tng quan dng n xu hng s dng dch v 3G. Ring yu t (1) Ri ro cm nhn c tng quan m n xu hng s dng dch v 3G.

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CHNG 3: PHNG PHP NGHIN CU

Chng 2 trnh by v gii thiu v cc khi nim v m hnh nghin cu. Chng ny s gii thiu phng php nghin cu s dng xy dng, hiu chnh nh gi cc thang o khi nim nghin cu v kim nh gi thuyt ra. T thang o s b sau khi phng vn nh tnh v hon thin bng cu hi phng vn nh lng. 3.1 Thit k nghin cu: 3.1.1 Phng php nghin cu:

Nghin cu s c thc hin theo 2 bc chnh: (1) nghin cu s b dng phng php nh tnh v (2) nghin cu chnh thc dng nghin cu nh lng.

Nghin cu nh tnh c thit k c tnh cht thm d t nhin, khm ph trc tip cc tng v dng m t trong phm vi bng cu hi s b, c gng gii thch s tng quan c ngha t cc thang o. T kt qu ny, xy dng bng cu hi chnh thc c hnh thnh sao cho ph hp v mt ngha cc thang o v i tng ly mu.

Nghin cu nh lng c thit k vi d liu c thu thp thng qua bng cu hi nghin cu chnh thc. D liu c phn tch thng k bng phn mm SPSS 17.0.

Bng 3.1 Cc bc thc hin trong qu trnh nghin cu Phng php nghin

cu K thut

nh tnh (s b) Tho lun tay i, s lng phng vn l 10 ngi (v tip tc phng vn cng khng tm hiu thm c ngha ca d liu). Tp trung tm hiu cc yu t nh hng n xu hng s dng trong m hnh nghin cu, hiu chnh thang o, cc khi nim, thut ng lin quan.

nh lng (chnh thc) Thu thp d liu s cp. Hnh thc phng vn: phng vn trc tip hoc qua email i tng nghin cu thng qua bng cu hi nghin cu

3.1.2 Qui trnh nghin cu nh sau:

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Hnh 3.1 Quy trnh nghin cu

3.2 Nghin cu nh tnh: 3.2.1 Mc ch:

Nghin cu nh tnh l mt dng nghin cu khm ph, trong thng tin c thu thp dng nh tnh thng qua k thut tho lun v din dch (Nguyn nh Th v Nguyn Th Mai Trang, 2007). Giai on nghin cu nh tnh nhm nh gi:

+ nh gi s ph hp cc thang o sau khi hiu chnh, b sung cc bin quan st cho b thang o gi tr cm nhn ca ngi tiu dng i vi dch v 3G.

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+ Kim tra cch s dng t ng trong tng cu hi ca tng bin quan st nhm m bo rng phn ng i tng phng vn hiu ng v r ngha.

+ Kim tra s b mi tng quan ca cc gi thuyt a ra trong m hnh nghin cu.

Kt qu ca nghin cu nh tnh l c s xy dng bng cu hi cho nghin cu nh lng. Cc thang o c tha k t cc nghin cu trc, tuy nhin, cc sn phm, dch v khc nhau cng nh th trng cc quc gia khc nhau s c nhng c im khc nhau.

Trong nghin cu ny, nghin cu nh tnh c thc hin bng k thut phng vn su 10 ngi, trong c 4 ngi l nhn vin ca cc cng ty cung cp dch v 3G nh Viettel, Mobifone, Vinaphone. S cn li l cc khch hng s dng dch v in thoi di ng c phng vn thng qua dn bi lp sn km bng thang o s b nhm khm ph ra cc yu t mi nh hng n xu hng s dng dch v ca khch hng cng nh iu chnh, b sung cc thang o.

Kt qu ca nghin cu s b s gip cho tc gi hiu c cm nhn ca khch hng i vi dch v 3G, ng thi c th hiu chnh v b sung mt s thang o cho ph hp, loi b cc thang o khng ph hp vi mc tiu nghin cu, c tnh ca dch v v th trng. 3.2.2 Cch thc hin:

- Thc hin phng vn su gia tc gi vi i tng tham gia nghin cu nh tnh thu thp d liu lin quan, gm 2 i tng:

+ i tng l nhn vin ca cc cng ty cung cp dch v 3G: Vic chn phng vn cc i tng ny v h l nhng thnh vin ca cc nh

cung cp dch v 3G nn s am hiu su v cng ngh ny, xc nh c cc dch v, tnh tin ch cng nh cc dch v h tr ca cc nh cung cp l g, lm c s cho vic thnh lp bng cu hi v s kho st xem ph hp vi nhu cu ca khch hng hay cha.

+ i tng l khch hng: Tc gi s chn ra khong 6 khch hng l bn b, ng nghip phng vn.

c im chung ca cc i tng ny l ang lm vic cc cng ty, c quan, ang s dng in thoi di ng v thuc thnh phn tr, c thu nhp t cng n vic lm v

24

thch tm ti khm ph cc cng ngh mi xc nh c nhu cu, mong mun khch hng i vi dch v.

Tc gi s gp trc tip 2 nhm i tng trn phng vn da trn dn bi lp sn, qu trnh phng vn s din ra c lp v theo tng nhm. Trc tin, tc gi s phng vn cu hi chung v yu t cn kho st i vi c 2 nhm i tng, cu hi ny s gp phn nhn bit, suy ngh, nhn thc ca tng nhm i tng cn nghin cu v dch v 3G nh: i vi yu t Ri ro cm nhn s l cu hi anh/ch c ngh rng ngi s dng dch v 3G s gp nhng ri ro g khi s dng dch v khng, l do v sao; i vi yu t Li ch cm nhn s l cu hi anh/ch c ngh rng ngi s dng dch v 3G s nhn thc c li ch em li ca dch v hay khng, l do v sao Sau , s i c th vo nhng bin quan st ca cc yu t cn kho st. Qua 2 bc trn, s gip tc gi nhn bit c suy ngh, nhn thc, nhng nh gi ca 2 nhm i tng nghin cu v nhng thng tin cn bit v dch v 3G.

- Trnh t tin hnh nghin cu: Dng k thut tho lun tay i da trn dn bi lp sn v tt c cc yu t

c lin quan trong m hnh. C th nh sau: + Gii thiu cho khch hng bit s lc v ti nghin cu. + Gii thiu cho khch hng bit s lc v dch v 3G nh lm th no

khch hng c th s dng c dch v 3G, cc dch v tin ch ca 3G l g, s dng 3G s mang li li ch nh th no cho khch hng.

+ Hi thm r hn thng tin v khch hng nh: nghe v dch v 3G hay cha, bit thng tin v dch v 3G qua nhng knh tin tc no, cc tiu ch khch hng quan tm v dch v in thoi di ng

+ Gi cho khch hng nu ra cc tiu ch m khch hng mun khi chn s dng dch v 3G.

+ Cc yu t nh hng n xu hng s dng dch v 3G ca khch hng. + o lng cc nhn t trong m hnh bng bng cu hi ca thang o s b so

vi hon cnh thc t ph hp cha. + Kt qu ca cc cuc phng vn s b lm nhm chnh sa, b sung thang o

cho ph hp hn vi mc tiu nghin cu, dch v v th trng hin ti. Sau khi c kt qu phng vn s b s tin hnh thit lp thang o cho ti.

3.2.3 Thit k thang o

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Thang o dng o lng cc yu t trong nghin cu ny c xy dng da trn thuyt nhn thc ri ro TPR, M hnh chp nhn cng ngh TAM v thuyt hnh vi d nh TPB. ng thi, thang o ca ti cng s da trn thang o ca cc nghin cu nu chng trc, trong ch trng nghin cu Mi quan h gia gi tr c nhn v gi tr nhn c t gio dc ca Ledden v ctg (2007). Thang o cc khi nim c dch t thang o gc bng Ting Anh, thng qua s hiu chnh giai on nghin cu nh tnh ph hp vi thang o ti Vit Nam. 3.3 Kt qu nghin cu nh tnh v hiu chnh thang o cho ti

Kt qu nghin cu nh tnh cho thy, cc i tng c mi phng vn u hiu c ni dung ca cc pht biu dng o lng tng khi nim trong m hnh nghin cu. ng thi, h cng iu chnh mt s ni dung cc pht biu cho ph hp, d hiu hn. Sau khi thang o c hiu chnh, nhng ngi c phng vn cho rng cc pht biu ny th hin ng v y nhng suy ngh ca h.

Da trn kt qu ca nghin cu nh tnh, tc gi hiu chnh, b sung v xy dng thang o hon chnh cho cc thnh phn trong m hnh nghin cu ny nh sau: 3.3.1 Thang o Ri ro cm nhn:

Ri ro cm nhn k hiu l: RR. Ba quan st c s dng o lng khi nim ny, k hiu t RR1 n RR3. Cc bin quan st ca thang o ny c o lng bng thang o qung nm im v da vo thang o ca Chan v Lu (2004). Kt qu thang o Ri ro cm nhn gm cc bin quan st sau:

- Lo ngi do cha hiu nhiu v dch v 3G: RR1 - Lo ngi khng kt ni c vi mng di ng hin ti: RR2 - Lo ngi cht lng dch v khng ging nh qung co: RR3

3.3.2 Thang o Li ch cm nhn: Li ch cm nhn k hiu l: LI. Ba quan st c s dng o lng khi

nim ny, k hiu t LI4 n LI6. Cc bin quan st ca thang o ny c o lng bng thang o qung nm im v da vo thang o ca Davis (1989). Kt qu thang o Li ch cm nhn gm cc bin quan st sau:

- S dng dch v 3G trong cng vic gip ti tng hiu qu cng vic: LI4 - S dng dch v 3G gii tr gip ti cm thy thoi mi hn: LI5 - Ni chung, dch v 3G em li li ch cho ti: LI6

3.3.3 Thang o S thun tin:

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S thun tin k hiu l: TT. Bn quan st c s dng o lng khi nim ny, k hiu t TT7 n TT10. Cc bin quan st ca thang o ny c o lng bng thang o qung nm im v da vo thang o ca Davis (1989). Kt qu thang o S thun tin gm cc bin quan st sau:

- Ti c th d dng tm c cc thng tin lin quan n dch v 3G: TT7 - Dch v 3G gip ti c th s dng mi ni, mi lc: TT8 - Ti c th s dng dch v 3G m khng cn s h tr: TT9 - Ni chung, dch v 3G em li s thun tin cho ti: TT10

3.3.4 Thang o nh hng ca ngi thn: nh hng ca ngi thn c k hiu l: AH. Bn quan st c s dng

o lng khi nim ny, k hiu t AH11 n AH14. Cc bin quan st ca thang o ny c o lng bng thang o qung nm im v da vo thang o ca LeBlanc and Nguyen (1999). Kt qu thang o nh hng ca ngi thn gm cc bin quan st sau:

- Gia nh ti khuyn ti nn s dng: AH11 - Bn b ti khuyn ti nn s dng: AH12 - ng nghip ti khuyn ti nn s dng: AH13 - Ni chung, nhng ngi ti quen khuyn ti nn s dng: AH14

3.3.5 Thang o Gi tr tri thc: Gi tr tri thc c k hiu l: TR_TH. Ba quan st c s dng o lng

khi nim ny, k hiu t TR_TH15 n TR_TH17. Cc bin quan st ca thang o ny c o lng bng thang o qung nm im v da vo thang o ca Stafford (1994). Kt qu thang o Gi tr tri thc gm cc bin quan st sau:

- S dng dch v 3G gip ti tri nghim cng ngh mi: TR_TH15 - S dng dch v 3G gip ti tri nghim nhng tnh nng mi: TR_TH16 - S dng dch v 3G gip ti tha mn s hiu k: TR_TH17

3.3.6 Thang o S hi sinh v ti chnh: S hi sinh v ti chnh c k hiu l: TC. Ba quan st c s dng o

lng khi nim ny, k hiu t TC18 n TC20. Cc bin quan st ca thang o ny c o lng bng thang o qung nm im v da vo thang o ca Cronin et al. (1997). Kt qu thang o S hi sinh v ti chnh gm cc bin quan st sau:

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- S dng dch v 3G s em li li ch cho ti hn l chi ph ti phi b ra: TC18

- Chi ph s dng dch v hp l vi cht lng dch v m ti c nhn: TC19

- S dng dch v 3G, ti sn sng b chi ph thay i cc thit b tng ng vi dch v: TC20 3.3.7 Thang o Hnh nh nh cung cp:

Hnh nh nh cung cp c k hiu l: HA. Ba quan st c s dng o lng khi nim ny, k hiu t HA21 n HA23. Cc bin quan st ca thang o ny c o lng bng thang o qung nm im v da vo thang o ca LeBlanc and Nguyen (1999). Kt qu thang o Hnh nh nh cung cp gm cc bin quan st sau:

- Cht lng dch v ca nh cung cp t tiu chun ngnh gip ti yn tm s dng dch v: HA21

- Uy tn ca nh cung cp dch v gip ti yn tm s dng dch v: HA22 - Nh cung cp lun m bo gi b mt thng tin lin lc ca ti gip ti yn

tm s dng dch v: HA23 3.3.8 Thang o Xu hng s dng dch v:

Xu hng s dng dch v k hiu l: XH. Bn quan st c s dng o lng khi nim ny, k hiu t XH24 n XH27. Cc bin quan st ca thang o ny c o lng bng thang o qung nm im v da vo thang o ca Davis (1989). Kt qu thang o Xu hng s dng dch v gm cc bin quan st sau:

Ti c nh dng dch v ny trong thi gian ti: XH24 Ti ln k hoch dng dch v ny trong thi gian ti: XH25 Ti mong mun dng dch v ny trong thi gian ti: XH26 Ti s dng dch v ny trong thi gian ti: XH27 Kt qu nghin cu nh tnh cho thy, m hnh nghin cu Cc yu t nh

hng n xu hng s dng dch v 3G ti thnh ph H Ch Minh vn s dng 7 khi nim thnh phn tc ng ln xu hng s dng. Cc bin quan st s dng cho khi nim o lng cm nhn ca khch hng i vi dch v 3G c o bng thang o Likert 5 im vi cc mc nh sau: (1) Hon ton khng ng , (2) Khng ng , (3) Trung lp, (4) ng v (5) Hon ton ng . Sau khi tin hnh phng

28

vn, hiu chnh v b sung t thang o s b, kt qu c 27 bin quan st c dng o lng cho tm khi nim trong m hnh nghin cu.

Bng 3.2 Kt qu nghin cu nh tnh v hiu chnh thang o

STT Bin quan st M ha Ri ro cm nhn

1 Lo ngi do cha hiu nhiu v dch v 3G. RR1 2 Lo ngi khng kt ni c vi mng di ng hin ti. RR2 3 Lo ngi cht lng dch v khng ging nh qung co. RR3 Li ch cm nhn

4 S dng dch v 3G trong cng vic gip ti tng hiu qu cng vic LI4 5 S dng dch v 3G gii tr gip ti cm thy thoi mi hn LI5 6 Ni chung, dch v 3G em li li ch cho ti LI6 S thun tin

7 Ti c th d dng tm c cc thng tin lin quan n dch v 3G TT7 8 Dch v 3G gip ti c th s dng mi ni, mi lc TT8 9 Ti c th s dng dch v 3G m khng cn s h tr TT9

10 Ni chung, dch v 3G em li s thun tin cho ti TT10 nh hng ca ngi thn

11 Gia nh ti khuyn ti nn s dng AH11 12 Bn b ti khuyn ti nn s dng AH12 13 ng nghip ti khuyn ti nn s dng AH13 14 Ni chung, nhng ngi ti quen khuyn ti nn s dng AH14

Gi tr tri thc 15 S dng dch v 3G gip ti tri nghim cng ngh mi TR_TH15 16 S dng dch v 3G gip ti tri nghim nhng tnh nng mi TR_TH16 17 S dng dch v 3G gip ti tha mn s hiu k TR_TH17

S hi sinh v ti chnh 18

S dng dch v 3G s em li li ch cho ti hn l chi ph ti phi b ra

TC18

19 Chi ph s dng dch v hp l vi cht lng dch v m ti c nhn

TC19

20 S dng dch v 3G, ti sn sng b chi ph thay i cc thit b tng ng vi dch v

TC20

Hnh nh nh cung cp 21

Cht lng dch v ca nh cung cp t tiu chun ngnh gip ti yn tm s dng dch v

HA21

22 Uy tn ca nh cung cp dch v gip ti yn tm s dng dch v HA22 23

Nh cung cp lun m bo gi b mt thng tin lin lc ca ti gip ti yn tm s dng dch v

HA23

Xu hng s dng dch v 24 Ti c nh dng dch v ny trong thi gian ti: XH24 25 Ti ln k hoch dng dch v ny trong thi gian ti: XH25 26 Ti mong mun dng dch v ny trong thi gian ti: XH26 27 Ti s dng dch v ny trong thi gian ti: XH27

3.4 Thit k bng cu hi: Sau khi hon tt vic hiu chnh v xy dng cc thang o ph hp vi vic

kho st cc yu t nh hng n xu hng s dng dch v 3G, tc gi tin hnh

29

thit k bng cu hi nhm phc v cho vic thu thp d liu. Bng cu hi chnh thc c s dng trong nghin cu nh lng gm 3 phn:

Thng tin tng qut Ghi nhn cc thng tin khch hng bit n dch v 3G hay cha, bit qua

knh thng tin no, v bit n dch v 3G do nh mng no cung cp. y l phn thng tin phc v cho phn tch m t, v cng l cc thng tin nhm gip tc gi nh gi c knh thng tin no c hiu qu nht i vi khch hng.

Thng tin cc pht biu v dch v 3G Ghi nhn mc ng v cc bin quan st (c din t bng cc pht biu)

o lng cho cc khi nim trong m hnh. y cng l thnh phn chnh ca bng cu hi gip kho st mc cm nhn ca khch hng i vi cc yu t nh: Ri ro cm nhn, Li ch cm nhn, S thun tin, nh hng ca ngi thn, Gi tr tri thc, S hi sinh v ti chnh, Hnh nh nh cung cp, Xu hng s dng dch v. Sau khi tin hnh nghin cu nh tnh, 27 bin c lin quan c a vo kho st. o lng cc bin ny, tc gi s dng thang o Likert 5 mc t 1 Hon ton khng ng n 5 Hon ton ng .

Thng tin khc

Ghi nhn cc thng tin lin quan n i tng nghin cu, bao gm: tui, gii tnh ca ngi c phng vn, ngh nghip hin nay, thu nhp, y l phn cu hi phc v cho vic m t nhm khch hng. Cc thng tin ny nhm ghi nhn thng tin v cc nhm khch hng c xu hng s dng dch v 3G nn cc cu hi c a v di dng cu hi ng tng kh nng hi p ca ngi tr li.

Bng cu hi c thit k dng cho vic phng vn trc tip tr li trn giy hoc c th tr li qua email bng cch click vo cc tr li c thit k sn, gip vic tr li ca khch hng c nhanh chng v thun tin hn. 3.5 Nghin cu nh lng: 3.5.1 Phng thc ly mu

Trong nghin cu ny, phng php ly mu c chn l ly mu thun tin, d liu c thu thp thng qua cc hnh thc phng vn trc tip v tr li qua email. 3.5.2 C mu

i vi phn tch nhn t (EFA), c mu ti thiu l N 5*x (x: tng s bin quan st) (Hair & ctg, 1998 trch t Michele, 2005). Trong nghin cu ny, tng s

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bin quan st l 27, nh vy s mu ti thiu cn t c l 135. Tc gi gi i 250 bng cu hi v nhn c 220 hi p, trong c 204 bng tha mn yu cu v c s dng phn tch. T l hi p ch yu l t cc bng phng vn trc tip, t l hi p qua email tng i thp ch vi 20 bng cu hi. 3.5.3 X l v phn tch d liu

D liu sau khi c thu thp s c m ha v thc hin qu trnh phn tch nh sau: 3.5.3.1 Phn tch m t

Trong bc u tin, tc gi s dng phn tch m t phn tch cc thuc tnh ca mu nghin cu: bit hay cha bit v dch v 3G, qua knh thng tin no, cc thng tin c nhn ca ngi tr li nh tui, gii tnh, thu nhp, ngh nghip 3.5.3.2 Kim nh v nh gi thang o

nh gi thang o cc khi nim trong nghin cu cn kim tra tin cy, gi tr ca thang o. Da trn cc h s tin cy Cronbachs Alpha, h s tng quan bin - tng (Item-to-total correlation) gip loi ra nhng bin quan st khng ng gp vo vic m t khi nim cn o, h s Cronbachs alpha if Item Deleted gip nh gi loi b bt bin quan st nhm nng cao h s tin cy Cronbachs Alpha cho khi nim cn o v phng php phn tch nhn t khm ph (EFA) nhm kim tra gi tr ca thang o cc khi nim nghin cu. Phn tch Cronbachs Alpha

S dng phng php h s tin cy Cronbachs Alpha trc khi phn tch nhn t EFA nhm loi ra cc bin khng ph hp v cc bin ny c th to ra cc yu t gi (Nguyn nh Th & Nguyn Th Mai Trang, 2007).

Cc tiu ch c s dng khi thc hin nh gi tin cy thang o: Loi cc bin quan st c h s tng quan bin - tng nh (nh hn 0,3). Theo

Nunnall & Burnstein (1994) cho rng cc bin c h s tng quan bin - tng nh hn 0,3 c coi l bin rc v s loi ra khi m hnh; tiu chun chn thang o khi c tin cy Alpha ln hn 0,6 (Alpha cng ln th tin cy nht qun ni ti cng cao) (Nunally & Burnstein 1994; Nguyn nh Th v Nguyn Th Mai Trang, 2007). Phn tch nhn t khm ph (EFA)

Sau khi loi b cc bin khng m bo tin cy, phng php phn tch nhn t EFA c s dng xc nh gi tr hi t (convergent validity), gi tr phn

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bit (discriminant validity), v ng thi thu gn cc tham s c lng theo tng nhm bin.

thang o t gi tr hi t th h s tng quan n gia cc bin v cc nhn t (factor loading) phi ln hn hoc bng 0,4 trong mt nhn t (Jun & Ctg 2002). t gi tr phn bit, khc bit gia cc nhn t phi ln hn hoc bng 0,3 (Jabnoun & Ctg 2003).

S lng nhn t c xc nh da trn ch s Eigenvalue - i in cho phn bin thin c gii thch bi mi nhn t. Theo tiu chun Kaiser, nhng nhn t c Eigenvalue nh hn 1 s b loi ra khi m hnh (Garson 2003).

Tiu chun phng sai trch (Variance explained criteria): tng phng sai trch phi ln hn 50%.

Xem xt gi tr KMO: 0,5 < KMO < 1 th phn tch nhn t l thch hp vi d liu; ngc li KMO

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Gi tr ca bin mi trong m hnh nghin cu l gi tr trung bnh ca cc bin quan st thnh phn ca bin , gi tr ca cc thnh phn c phn mm SPSS tnh mt cch t ng t gi tr trung bnh c trng s ca cc bin quan st c chun ha. Tuy nhin, trc khi tin hnh phn tch hi quy, mt phn tch quan trng cn c thc hin u tin l phn tch tng quan nhm kim nh mi tng quan tuyn tnh gia cc bin trong m hnh. Phn tch tng quan

Kim nh mi tng quan tuyn tnh gia cc bin trong m hnh: gia bin ph thuc vi tng bin c lp v gia cc bin c lp vi nhau. S dng h s tng quan Pearson lng ha mc cht ch mi lin h tuyn tnh gia hai bin nh lng. Gi tr tuyt i ca h s Pearson cng gn n 1 th hai bin ny mi tng quan tuyn tnh cng cht ch (Hong Trng & Chu Nguyn Mng Ngc, 2005).

Trong m hnh nghin cu, k vng c mi tng quan tuyn tnh cht ch gia bin ph thuc v cc bin c lp. Phn tch hi quy a bin

Nghin cu thc hin hi quy a bin theo phng php Enter: tt c cc bin c a vo mt ln v xem xt cc kt qu thng k lin quan n cc bin c a vo trong m hnh. Kim nh cc gi thuyt, s dng vi phn mm SPSS

nh gi ph hp ca m hnh hi quy a bin: R2, R2 hiu chnh. Kim nh gi thuyt v ph hp ca m hnh. Kim nh gi thuyt v ngha ca h s hi quy ring phn ib (i = 1..5). Xc nh mc nh hng ca cc yu t tc ng n xu hng s dng

dch v 3G: yu t c h s b ln hn th c th nhn xt rng yu t c mc nh hng cao hn cc yu t khc trong m hnh nghin cu. Phn tch nh hng ca bin kim sot:

Vic nh gi nh hng ca cc bin kim sot n Xu hng s dng dch v c thc hin bng vic dng bin Dummy (bin gi), thc hin vic m ha li cc bin kim sot v sau s tin hnh chy hi quy a bin bng phn mm SPSS.

33

Mc ch ca phn tch ny l nhm tm xem c s khc nhau ng k (c ngha thng k) hay khng ca bin kim sot i vi Xu hng s dng dch v.

Cc bin kim sot c phn tch trong ti nghin cu ny l Gii tnh, Nhm tui, Thu nhp bnh qun.

TM TT Chng 3 trnh by phng php thc hin nghin cu nhm t c cc mc

tiu ra. Qu trnh ny gm hai bc: Bc 1, nghin cu nh tnh vi k thut phng vn su nhm b sung v hiu chnh cc thang o cc bin trong m hnh. Bc 2, nghin cu nh lng thc hin bng cch phng vn bng bng cu hi qua email v trc tip. Sau d liu s c x l v phn tch bng phn mm SPSS 17.0 kim nh cc thang o v s ph hp ca m hnh l thuyt.

Trong chng tip theo, tc gi s trnh by kt qu phn tch d liu, kt qu nghin cu bao gm kt qu nh gi thang o, phn tch nhn t khm ph, hi quy a bin v kim nh gi thuyt.

34

CHNG 4: KT QU NGHIN CU V THO LUN Chng 3 trnh by phng php nghin cu gm thit k nghin cu, hiu

chnh thang o v phng php phn tch. Trong chng ny s trnh by cc kt qu phn tch gm: (1) m t mu, (2) kim nh tin cy ca thang o, (3) phn tch nhn t, (4) kim nh gi tr ca thang o, (5) phn tch hi quy a bin, (6) kim nh gi thuyt nghin cu v a ra mt s xut. 4.1 M t mu: 4.1.1 Phng php thu thp d liu v t l hi p

Nh trnh by trong chng 3, mu c chn theo phng php ly mu thun tin vi kch thc l 204 mu. D liu c thu thp trong 3 tun (t ngy 3/11/2010 n 24/11/2010), phng php thu thp l gi bng cu hi trc tip v gi qua email i vi ngi c phng vn. Tng s bng cu hi c gi i l 250 bng, kt qu thu hi c 220 bng, trong c 204 bng hp l v c s dng a vo phn tch. T l hi p l 81,6%. 4.1.2 M t cu trc mu:

Thng tin v nh cung cp dch v: Trong 204 ngi c phng vn, c 181 ngi bit v 3G chim t l l

88,7%, cn li 23 ngi mi nghe ln u chim t l 11,3%. Trong , s ngi bit v dch v 3G ca nh cung cp dch v Vinaphone l 40 ngi, chim t l 19,6%; nh cung cp dch v Viettel l 90 ngi, chim t l 44,1%; nh cung cp dch v Mobiphone l 86 ngi, chim t l 42,2%;%; nh cung cp dch v EVN l 14 ngi, chim t l 6,9%. Nh vy, cng tc qung b dch v 3G ca nh cung cp dch v Viettel l tt nht trong 4 mng.

Cc thng tin v ngi c phng vn Mu sau khi thu thp t cc c nhn ang sinh sng v lm vic trn a bn

thnh ph H Ch Minh theo s lng nghin cu cn phi c, tc gi s dng phn mm SPSS thng k m t cu trc mu.

- V gii tnh: Nam chim t l 59,8%, n chim t l 40,2%. - V ngh nghip: Hc sinh, sinh vin chim t l 20,1%, cn b qun l chim

t l 20,6%, doanh nhn chim t l 5,9%, ngh t do chim t l 11,3%, nhn vin k thut/vn phng chim t l 29,4%, Khc chim t l 12,7%.

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- V tui: Tc gi chia cc i tng c kho st ra lm 4 nhm. Nhm 1 bao gm nhng ngi di 23 tui, y l nhm tui ca hc sinh, sinh vin, nhng ngi cha c thu nhp hoc thu nhp thp, ch yu t gia nh. Tuy nhin, y l nhm thch khm ph, tm hiu nhng kin thc, cng ngh mi. Nhm 2 l nhng ngi t 23 n 29 tui, nhng ngi mi ra trung hay i lm mt thi gian, c thu nhp v vn cn thch khm ph, tm hiu nhng kin thc, cng ngh mi. Nhm 3 bao gm nhng ngi ln hn 30 tui, nhng ngi c vic lm n nh, c v tr chc chn trong cng ty ca h, thng tm hiu cng ngh mi phc v cho cng vic v cuc sng. Nhm 4 bao gm nhng ngi ln hn 40 tui, nhng ngi ch tm hiu cng ngh mi khi thy tht s cn thit cho cng vic v cuc sng. Trong s 204 ngi c kho st, i tng phng vn di 23 tui chim t l 19,6%, t 23-29 tui chim t l 32,4%, t 30-40 tui chim t l 32,8%, trn 40 chim t l 15,2%.

- V thu nhp: i vi yu t thu nhp, tc gi chia thnh 3 nhm: nhm di 4 triu ng/thng i vi nhng ngi c thu nhp thp, nhm t 4 n 10 triu ng/thng cho nhng ngi c thu nhp trung bnh v nhm trn 10 triu ng/thng l nhng ngi c thu nhp cao. i vi 204 ngi c phng vn, i tng c thu nhp di 4 triu chim nhiu nht vi t l 53,9%, t 4-10 triu chim t l 38,2%, trn 10 triu chim t l 7,8%.

D liu thu thp c trnh by trong bng 4.1. Bng 4.1 M t mu

Phn b mu Tn sut Phn trm Nghe ni v 3G

bit 181 88,7 Mobifone 86 42,2% Vinaphone 40 19,6%

Viettel 90 44,1%

Nghe v dch v 3G ca nh cung cp

EVN Telecom 14 6,9%

Di 23 40 19,6% 23 29 66 32,4% 30-40 67 32,8%

Tui Trn 40 31 15,2% Nam 122 59,8%

Gii tnh N 82 40,2% Hc sinh, sinh vin 41 20,1% Ngh nghip Cn b qun l 42 20,6%

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Doanh nhn 12 5,9% Ngh t do 23 11,3% Nhn vin k thut, vn phng 60 29,4%

Khc 26 12,7% Di 4 triu 110 53,9% 4 10 triu 78 38,2% Thu nhp

hng thng Trn 10 triu 16 7,8%

4.2 Kim nh nh gi thang o: 4.2.1 tin cy ca cc bin c lp v ph thuc Kt qu phn tch Cronbachs Alpha cho cc bin quan st c m t trong bng 4.2.

Bng 4.2 Phn tch Cronbachs Alpha cho cc bin c lp v bin ph thuc

Bin quan st H s tng quan bin - tng

H s Cronbach Alpha nu loi b bin

Ri ro cm nhn (RR), Cronbach Alpha = 0,727 RR_01 0,557 0,628 RR_02 0,535 0,657 RR_03 0,556 0,63

Li ch cm nhn (LI), Cronbach Alpha = 0,839 LI_04 0,734 0,746 LI_05 0,704 0,775 LI_06 0,67 0,809

S thun tin (TT), Cronbachs Alpha = 0,686 TT_07 0, 487 0, 613 TT_08 0, 426 0, 605 TT_09 0,493 0, 649 TT_10 0, 487 0, 611

nh hng ngi thn (AH), Cronbachs Alpha = 0,888 AH_11 0,731 0,867 AH_12 0,746 0,859 AH_13 0,791 0,843 AH_14 0,755 0,856

Gi tr tri thc (TR_TH), Cronbachs Alpha = 0,813 TR_TH_15 0,696 0,71 TR_TH_16 0,659 0,747 TR_TH_17 0,64 0,767

S hi sinh v ti chnh (TC), Cronbachs Alpha = 0,9 TC_18 0, 762 0, 890 TC_19 0, 827 0, 836 TC_20 0, 820 0, 842

Hnh nh nh cung cp (HA), Cronbachs Alpha = 0,876 HA_21 0, 771 0, 818 HA_22 0, 759 0, 828 HA_23 0, 757 0, 830

Xu hng s dng (XH), Cronbachs Alpha = 0,802 XH_24 0,593 0,765 XH _25 0,619 0,752

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XH _26 0,625 0,748 XH _27 0,63 0,746

Nhn chung, kt qu phn tch Cronbach alpha c trnh by bng 5.2, tt c cc khi nim u c h s alpha ln hn 0,6 v h s tng quan bin tng ln hn 0,3. Nh vy, b thang o 8 khi nim c s dng trong nghin cu ny u t yu cu v h s tin cy v tt c 27 bin quan st u c gi li cho cc phn tch nhn t khm ph (EFA) bc tip theo. 4.2.2 Phn tch nhn t khm ph (EFA) 4.2.2.1 Phn tch nhn t cho cc yu t c lp Sau khi phn tch h s tin cy Cronbach Alpha, cc thang o c nh gi tip theo bng phng php phn tch nhn t khm ph (EFA), 23 bin quan st c a vo phn tch s dng phng php Principal Component vi php xoay Varimax. Kt qu phn tch nhn t khm ph (EFA) cho cc nhn t c lp c trnh by trong bng 4.3.

Bng 4.3 Kt qu phn tch EFA cho cc bin c lp Nhn t thnh phn

Bin quan st K hiu 1 2 3 4

Lo ngi do cha hiu nhiu v dch v 3G,

RR1 0,776

Lo ngi khng kt ni c vi mng di ng hin ti.

RR2 0,787

Lo ngi cht lng dch v khng ging nh qung co.

RR3 0,762

Gip tng hiu qu cng vic,

LI4 0,661

gii tr cm thy thoi mi hn.

LI5 0,648

Ni chung, dch v 3G em li li ch.

LI6 0,821

D dng tm c cc thng tin lin quan

TT7 0,702

C th s dng mi ni, mi lc.

TT8 0,751

S dng m khng cn s h tr.

TT9 0,593

Ni chung, dch v 3G em li s thun tin

TT10 0,731

Gia nh ti khuyn ti nn s dng

AH11 0,702

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Bn b ti khuyn ti nn s dng

AH12 0,469 0,689

ng nghip ti khuyn ti nn s dng

AH13 0,715

Ni chung, nhng ngi ti quen khuyn ti nn s dng

AH14 0,693

Tri nghim cng ngh mi TR_TH15 0,788 Tri nghim nhng tnh nng mi

TR_TH16 0,628

Tha mn s hiu k TR_TH17 0,712 em li li ch hn l chi ph b ra

TC18 0,820

Chi ph s dng hp l vi cht lng dch v

TC19 0,841

Sn sng b chi ph thay i cc thit b tng ng

TC20 0,860

Cht lng dch v t tiu chun ngnh

HA21 0,842

Uy tn ca nh cung cp dch v yn tm s dng

HA22 0,816

m bo gi b mt thng tin lin lc

HA23 0,847

Eigenvalues 9,232

3,505

1,542

1,092

Phng sai trch (%) 40,138

15,237

6,703

4,748

Cumulative (%) 66,825 Sig. 0,000

KMO 0,913

Kt qu phn tch EFA cho thy: - Kim nh Bartletts: Sig. = 0,000 < 0,05 : Cc bin quan st trong phn tch

nhn t trn c tng quan vi nhau trong tng th. - H s KMO = 0,913> 0,5: phn tch nhn t thch hp vi d liu nghin cu. - C 4 nhn t c trch ra t phn tch EFA. - H s Cumulative % = 66,825% cho bit 4 nhn t trn gii thch c

66,825% bin thin ca d liu. - Gi tr h s Eigenvalues ca cc nhn t u ln hn 1: t yu cu. Tt c

cc bin quan st u c h s ti nhn t (factor loading) > 0,5. Kt qu phn tch nhn t c s thay i nhm bin so vi kt qu nghin cu

nh tnh ban u. C 4 nhn t c trch ra t kt qu phn tch EFA, trong nhn t S thun tin c tch ra thnh 2 nhm ring bit.

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+ Mt nhm do nhn t S thun tin tch ra gm cc bin quan st D dng tm c cc thng tin lin quan v S dng m khng cn s h tr kt hp vi nhn t S hi sinh v ti chnh v Hnh nh nh cung cp to thnh:

Nhn t 1 = S thun tin (TT7, TT9) + S hi sinh v ti chnh (TC18, TC19, TC20) + Hnh nh nh cung cp (HA21, HA22, HA23).

+ Nhm cn li do nhn t S thun tin tch ra gm cc bin quan st C th s dng mi ni, mi lc v Ni chung, dch v 3G em li s thun tin kt hp vi nhn t Li ch cm nhn v Gi tr tri thc to thnh:

Nhn t 2 = Li ch cm nhn (LI4, LI5, LI6) + S thun tin (TT8, TT10) + Gi tr tri thc (TR_TH15, TR_TH16, TR_TH17).

- tin li cho cc phn tch tip theo, cc bin c s tch/gp c t li mt tn gi khc c ngha: Nhn t 1: Cc bin quan st th hin qua cc cu hi u th hin nhng nh gi, cm nhn ca khch hng v cht lng dch v hin ti c p ng c nhu cu ca khch hng nh: S dng dch v 3G s em li li ch cho ti hn l chi ph ti phi b ra; Chi ph s dng dch v hp l vi cht lng dch v m ti c nhn; Cht lng dch v ca nh cung cp t tiu chun ngnh gip ti yn tm s dng dch vnn nhn t ny s c t tn li l Cm nhn v dch v.

Nhn t 2: Do c im chung ca cc bin quan st th hin qua nhng cu hi u l din t nhng li ch s nhn c khi s dng 3G nh: S dng dch v 3G trong cng vic gip ti tng hiu qu cng vic, S dng dch v 3G gii tr gip ti cm thy thoi mi hn, S dng dch v 3G gip ti tri nghim cng ngh mi nn nhn t ny s c t tn li l Li ch cm nhn.

- Nh vy, sau khi phn tch EFA t 7 nhn t ban u c 4 nhn t c trch ra nh sau:

Nhn t 1 = Cm nhn v dch v (TT7, TT9, TC18, TC19, TC20, HA21, HA22, HA23).

Nhn t 2 = Li ch cm nhn (LI4, LI5, LI6, TT8, TT10, TR_TH15, TR_TH16, TR_TH17).

Nhn t 3 = nh hng ngi thn (AH11, AH12, AH13, AH14). Nhn t 4 = Ri ro cm nhn (RR1, RR2, RR3).

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iu ny cho thy, t m hnh ca cc nghin cu trc, sau khi tin hnh kho st, phn tch, c s iu chnh ph hp hn vi cm nhn ca khch hng cng nh tnh hnh thc t ca Vit Nam.

H s Cronbachs Alpha cho cc 2 nhn t mi tch ra ny c tnh trong phn Ph lc 4. Cc nhn t cn li khng c thay i cc bin quan st nn vn gi li kt qu phn tch Cronbachs Alpha nh trnh by trn. Kt qu phn tch EFA c trnh by Ph lc 3. 4.2.2.2 Phn tch nhn t cho bin ph thuc

Thc hin phn tch EFA theo phng php trch yu t Principal components vi php quay Varimax.

Bng 4.4 Kt qu phn tch EFA cho bin ph thuc Bin quan st Xu hng s dng

XH_24 0,775 XH _25 0,792 XH _26 0,797 XH _27 0,806

Cronbachs Alpha 0,802 Sig 0,000 KMO 0,682 Eigenvalues 2,514 Phng sai trch (%) 62,854

Kt qu phn tch EFA cho bit ph thuc cho thy: - Kim nh Bartletts: Sig. = 0,000 < 0,05 : Cc bin quan st trong phn tch

nhn t trn c tng quan vi nhau trong tng th. - H s KMO = 0,682> 0,5: phn tch nhn t thch hp vi d liu nghin cu. - C 1 nhn t c trch ra t phn tch EFA. - Gi tr Eigenvalues = 2,514> 1: t yu cu. - Gi tr tng phng sai trch: 62,854%: t yu cu. - Tt c cc bin quan st u c h s ti nhn t > 0,4: t yu cu. - Nh vy, thang o xu hng s dng t gi tr hi t. Tm tt kt qu phn tch nhn t (EFA):

Kt qu phn tch nhn t cho thy cc bin c lp v bin ph thuc trong m hnh u t gi tr hi t v gi tr phn bit chp nhn c: phn tch EFA l thch hp vi d liu nghin cu. Qua phn tch EFA, do cc bin quan st ca nhn t S thun tin tch ra thnh 2 nhm ring bit, kt hp vi bin quan st ca cc nhn t

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khc to thnh 2 nhn t mi l Cm nhn v dch v, Li ch cm nhn; 3 nhn t c cc bin quan st khng i l nh hng ngi thn, Ri ro cm nhn v Xu hng s dng. Nh vy, t 7 nhn t ca m hnh nghin cu xut ban u, ch cn 5 nhn t vi 27 bin quan st. Do , m hnh nghin cu xut cn c hiu chnh. 4.3 M hnh nghin cu hiu chnh: M hnh nghin cu s dng 4 khi nim t cc khi nim trong m hnh xut ban u: (1) Cm nhn v dch v, (2) Li ch cm nhn, (3) nh hng ngi thn, (4) Ri ro cm nhn.

Hnh 4.1 M hnh nghin cu hiu chnh

Cc gi thuyt trong m hnh nghin cu hiu chnh c trnh by trong bng 5.5. Bng 4.5 Cc gi thuyt trong m hnh nghin cu hiu chnh

Gi thuyt Ni dung H1

Cm nhn v dch v (Dich_vu) c tc ng dng (+) ln xu hng s dng (Xu_huong)

H2 Li ch cm nhn (Loi_ich) c tc ng dng (+) ln xu hng s dng (Xu_huong)

H3 nh hng ngi thn (Anh_huong) c tc ng dng (+) ln xu hng s dng (Xu_huong)

H4 Ri ro cm nhn (Rui_ro) c tc ng m (-) ln xu hng s dng (Xu_huong)

4.4 Kim nh m hnh v cc gi thuyt: 4.4.1 Phn tch tng quan

(+)

H 2 (+)

H 4

(-)

H 1 (+)

Cm nhn v dch v

Li ch cm nhn

Ri ro cm nhn

Xu hng s dng nh hng ngi thnH

3

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Kt qu phn tch tng quan cho thy, tt c cc bin c lp u c tng quan vi bin ph thuc mc ngha 1%. Bin ph thuc Xu hng s dng c tng quan mnh nht vi bin c lp Cm nhn v dch v (h s Pearson = 0,636) v tng quan yu nht vi bin c lp Ri ro cm nhn (h s Pearson = 0 ,236). S tng quan cht ny rt c mong i v chnh nhng mi quan h cht, tuyn tnh gia cc bin gii thch c s nh hng n kt qu m hnh. Do , cc bin c lp ny c th a vo phn tch hi quy gii thch nh hng n kt qu ca m hnh nghin cu. Gia mt s bin c lp cng c tng quan kh mnh vi nhau mc ngha 1%. Do , trong phn tch hi quy s thn trng vi trng hp a cng tuyn c th xy ra nh hng n kt qu phn tch. Kt qu phn tch c th c trnh by Ph lc 5. 4.4.2 Phn tch hi quy a bin

Phn tch hi quy c s dng nh gi nh hng ca cc bin c lp (Cm nhn v dch v, Li ch cm nhn, nh hng ngi thn, Ri ro cm nhn) n Xu hng s dng dch v. ng thi, tc gi cng nh gi nh hng ca cc bin nh tnh (Gii tnh, nhm tui, thu nhp bnh qun) n Xu hng s dng dch v. Cc bin nh tnh c xem l bin gi (bin dummy), c m ha chy hi quy nh sau:

- Gii tnh: Gi tr 1 c quy nh cho nam v gi tr 0 c quy nh cho n. - Nhm tui ca khch hng c 4 nhm tui v c m ha thnh 3 bin

dummy: T1, T2 v T3. i vi T1, Gi tr 1 c quy nh cho khch hng c tui di 23 tui, gi tr 0 c quy nh cho nhng ngi khc. i vi T2, Gi tr 1 c quy nh cho khch hng c tui t 23 tui n 29 tui, gi tr 0 c quy nh cho nhng ngi khc. i vi T3, Gi tr 1 c quy nh cho khch hng c tui t 30 tui n 40 tui, gi tr 0 c quy nh cho nhng ngi khc.

- Tng t nh vy, thu nhp bnh qun c 3 nhm thu nhp v cng c m ha thnh 2 bin dummy: TN1 v TN2. i vi TN1, gi tr ca 1 c quy nh cho khch hng c thu nhp di 4 triu ng, gi tr 0 c quy nh cho nhng ngi khc. i vi TN2, gi tr ca 1 c quy nh cho khch hng c thu nhp t 4 triu n 10 triu ng, gi tr 0 c quy nh cho nhng ngi khc.

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- Hai m hnh hi quy gm c : M hnh th 1 gm 4 bin c lp: Cm nhn v dch v, Li ch cm nhn, nh hng ngi thn, Ri ro cm nhn. M hnh th 2 gm 4 bin c lp M hnh 1 v cc bin nh tnh c m ha nu trn. Phn tch hi quy c thc hin theo 2 m hnh v phng php chn l Enter Kt qu phn tch c trnh by Bng 4.6 (xem chi tit trong Ph lc 6).

Bng 4.6 Tng kt m hnh hi quy Tng kt m hnh

Thng k thay i M hnh R R2

R2 hiu chnh

lch chun ca c lng R2 thay i

F thay i df1 df2

Sig. F thay i

1 0,738a 0,545 0,536 0,53594 0,545 59,571 4 199 0,000

2 0,753b 0,567 0,545 0,53059 0,022 1,671 6 193 0,130

a. Bin c lp: Hng s, Li ch cm nhn, Cm nhn v dch v, Ri ro, nh hng ngi thn b. Bin c lp: Hng s, Li ch cm nhn, Cm nhn v dch v, Ri ro, nh hng ngi thn, di 23 tui, 23 tui n 29 tui, 30 tui n 40 tui, di 4 triu, 4 triu n 10 triu, Gii tnh.

Bng 4.7 Cc h s hi quy Cc h s

H s chun ha Thng k cng tuyn M hnh

B lch chun Beta t Sig.

chp nhn

H s phng i phng

sai

Hng s 0,164 0,220 0,748 0,455 Ri ro cm nhn 0,004 0,043 0,005 0,092 0,927 0,827 1,209 Cm nhn v dch v

0,444 0,053 0,454 8,333 0,000 0,769 1,300

nh hng ngi thn

0,083 0,059 0,100 1,405 0,162 0,450 2,223

1

Li ch cm nhn 0,324 0,069 0,337 4,729 0,000 0,450 2,220

Hng s 0,160 0,244 0,657 0,512 Ri ro cm nhn 0,019 0,043 0,024 0,447 0,655 0,787 1,271 Cm nhn v dch v 0,414 0,054 0,424 7,642 0,000 0,729 1,372

nh hng ngi thn 0,084 0,060 0,101 1,402 0,162 0,434 2,305

Li ch cm nhn 0,327 0,071 0,340 4,610 0,000 0,413 2,421 Di 4 triu 0,059 0,150 0,037 0,391 0,696 0,247 4,050

2

4 triu n 10 triu

-0,071 0,152 -0,044 -0,468 0,641 0,252 3,968

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Di 23 tui 0,251 0,140 0,127 1,795 0,074 0,448 2,234 23 tui n 29 tui

0,074 0,119 0,044 0,625 0,533 0,447 2,238

30 tui n 40 tui

0,168 0,118 0,100 1,421 0,157 0,450 2,220

Gii tnh -0,122 0,082 -0,076 -1,480 0,141 0,846 1,182 a. Bin ph thuc: Xu hng s dng

- Kt qu ca M hnh 1 cho thy R2 hiu chnh l 0,536, c ngha l 53,6% s bin thin ca bin ph thuc Xu hng s dng c gii thch chung bi cc bin c lp trong m hnh. Bn cnh , kim nh F cng cho thy gi tr Sig. rt nh (Sig. = 0,000), cho thy m hnh trn ph hp vi tp d liu ang kho st. Cc bin c lp Li ch cm nhn, Cm nhn v dch v u c ngha v mt thng k (Sig. < 0,05). Cc bin Ri ro cm nhn, nh hng ngi thn khng c ngha v mt thng k mc ngha 0,05 (Sig. > 0,05). Kt qu cho thy h s chp nhn (Tolerance) kh cao (t 0,45 n 0,827) v h s phng i phng sai VIF thp (t 1,209 n 2,223, nh hn 10). Do vy, hin tng a cng tuyn gia cc bin c lp trong m hnh hi quy ny khng ng k.

- Kt qu ca M hnh 2 cho thy R2 hiu chnh l 0,545, c ngha l 54,5% s bin thin ca bin ph thuc Xu hng s dng c gii thch chung bi cc bin c lp trong m hnh. Tuy nhin, kim nh F c gi tr Sig.= 0,13 (Sig. > 0,05) khng c ngha v mt thng k, cho thy cc bin kim sot (Gii tnh, Nhm tui, Thu nhp bnh qun) khng gii thch (khng c chc nng kim sot) i vi Xu hng s dng.

Nh vy, kt qu phn tch hi quy a bin i vi mu d liu xc nh c 2 nhn t c nh hng n xu hng s dng dch v 3G l Cm nhn v dch v, Li ch cm nhn; cn cc nhn t Ri ro cm nhn, nh hng ngi thn u khng c nh hng v khng c s khc nhau ng k (c ngha thng k) ca cc bin quan st (Gii tnh, Nhm tui, Thu nhp bnh qun) i vi Xu hng s dng. 4.4.3 Phn tch kt qu nghin cu 4.4.3.1 Phn tch cc nhn t c nh hng:

- Cm nhn v dch v:

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Theo kt qu phn tch hi quy, nhn t Cm nhn v dch v c tc ng mnh nht n Xu hng s dng dch v 3G. H s hi quy l 0,454, iu ny c ngha l trong iu kin cc yu t khc khng i, khi cm nhn v dch v tng ln 1 n v th xu hng s dng dch v 3G s tng ln 0,454.

Khi nhn thy cc iu kin thun li t pha bn ngoi cng nh tnh sn sng ca c nhn th khch hng s c xu hng s dng dch v 3G cao hn. i vi dch v 3G, vic phi trang b mt my in thoi mi c chc nng 3G c l l mt ro cn i vi nhiu ngi mun s dng, nht l vi i tng khch hng l hc sinh, sinh vin, hu ht h cha to ra c thu nhp, vn ph thuc vo gia nh. V vy, cc nh cung cp c th h tr cho khch hng thng qua cc hnh thc nh cho khch hng mn my in thoi, cung cp dch v 3G km vi tng my in thoi v yu cu khch hng cam kt s dng dch v trong mt thi hn nht nh c p dng cc nc khc, hoc c th bn my in thoi cho khch hng vi hnh thc tr gp trong mt thi gian nht nh

Thm vo , vic qung b, cung cp cc kin thc v dch v 3G cng cn phi c cc nh cung cp quan tm thc hin nhm gii thiu cho khch hng bit c nhng dch v tin ch ca 3G, cng nh s hu ch m dch v ny mang li; gip cho khch hng nm r cc tin ch cng nh cch thc thao tc vi dch v ny v theo thng k nu trn s ngi bit v dch v 3G ca tng mng di ng, cha c mng no n 50% v knh qung b c nhiu ngi bit n nht l qua internet (37,7%); v sau l bn b, ngi thn (36,8%); radio, tivi v bo ch ch chim ln lt l 30,9% v 26%. Do , dch v 3G nn c qung co rng ri trn cc phng tin thng tin i chng nh internet, truyn hnh, bo ch Bn cnh vic qung co, cc nh cung cp cng nn t chc cc chng trnh khuyn mi, t chc cc chng trnh gii thiu v dch v 3G v cho khch hng dng th dch v ny.

Hn na, khi khch hng nhn thc c rng chi ph m h b ra s dng dch v 3G l khng ng k hoc chi ph xng ng vi nhng tin ch t dch v m h nhn c, ngay c khi h phi b chi ph thay i cc thit b tng thch vi dch v th h vn c xu hng s dng dch v. Nu dch v 3G do cc nh cung cp mang li nhiu tin ch cho khch hng vi mt mc gi chp nhn c, khch hng s ng k s dng dch v. Do , c th thu ht c khch hng, cc nh cung cp dch v cn xy dng cc dch v tin ch vi mc gi hp l, xy dng cc

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gi cc vi nhiu hnh thc khc nhau khch hng c th chn la hnh thc ph hp nht vi mnh. Cc tin ch ca dch v cng nn c gii thiu y cho khch hng, gip khch hng nhn bit c nhng li ch m h s nhn c khi s dng dch v, t c th nh gi c chi ph m h b ra c xng ng vi nhng tin ch m h c cung cp hay khng.

Mt yu t quan trng khng km l cc nh cung cp dch v 3G cn tng cng thm nhiu trm thu pht sng, m bo vng ph sng rng khp c nc, thc hin bo tr v nng cp thng xuyn trnh cc tnh trng nghn mng, rt mng, p ng nhu cu s dng dch v ca khch hng, y cng l mt bin php cc nh cung cp nng cao hnh nh ca mnh lm cho khch hng c th yn tm s dng dch v. Ngoi ra, cc nh cung cp dch v 3G cn kt ni thng sut vi cc mng vin thng khc m bo cho tt c cc khch hng ang s dng cc mng vin thng khc nhau nh Mobifone, Vinaphone, Viettel, Vietnammobile c th thc hin trao i cc cng vic vi nhau thng qua dch v 3G mt cch d dng. ng thi, nh cung cp cng cn thc hin tt cam kt m bo gi b mt nhng thng tin c nhn ca khch hng v trong thi gian qua, nhiu khch hng phi chu ng nhng cuc gi, tin nhn qung co sn phm, dch v khng mong mun.

- Li ch cm nhn: Kt qu c lng cho thy mi quan h gia Li ch cm nhn (Loi_ich) v

Xu hng s dng (Xu_huong) l 0,337. iu ny c ngha l vi cc yu t khc khng i, khi tng Li ch cm nhn ln 1 n v th xu hng s dng s tng 0,337. Nh vy, Li ch cm nhn l mt trong nhng yu t c nh hng n Xu hng s dng dch v, khi ngi s dng nhn thy c s hu ch ca dch v th h s c xu hng s dng dch v .

Khi khch hng cm thy dch v 3G hu ch cho cng vic ca h v gii tr cm thy thoi mi hn th h s c xu hng s dng dch v. Dch v cng tt, cng mang li nhiu li ch th xu hng s dng dch v cng cao.

c th gia tng mc hi lng ca khch hng i vi cc tin ch ca dch v 3G, cc nh cung cp cn quan tm pht trin dch v 3G c nhiu tnh nng, tin ch mi nh: tc truy cp cao v n nh, c nhiu dch v gi tr ni dung gip cho khch hng thc hin cc cng vic khc nhau, h tr tt cho khch hng thc hin cc cng vic thng ngy ca mnh nh gi email, thanh ton in t, truy cp website

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Cc dch v ny cn phi c thit k sao cho mi ngi u c th s dng mt cch d dng v nhanh chng, m bo cho khch hng ca mnh c th thc hin c cng vic ca h mt cch nhanh nht, tt nht. 4.4.3.2 Phn tch cc nhn t khng nh hng: - Ri ro cm nhn:

Kt qu phn tch hi quy cho thy, h s tng quan gia Ri ro cm nhn (Rui_ro) v Xu hng s dng (Xu_huong) l 0,005 vi mc ngha Sig. = 0,927 > 0,05, ngha l khng c s tng quan gia Ri ro cm nhn v Xu hng s dng. Nh vy, Ri ro cm nhn khng c tc ng n Xu hng s dng dch v 3G.

Cc lo ngi v cha hiu nhiu v dch v 3G, khng kt ni c vi mng di ng hin ti hay cht lng dch v khng ging nh qung co do ngi tiu dng s dng in thoi di ng t lu, vic tm hiu v tip cn cc thng tin v dch v 3G hin nay khng phi l iu qu kh. Hn na, dch v 3G tuy mi nhng c l s khng qu phc tp i vi khch hng s dng n v khch hng ch khng kt ni c vi mng di ng hin ti khi s dng tnh nng video call, cn khi s dng cc tin ch khc vn c th kt ni c vi mng di ng hin ti bnh thng, nhanh chng. Bn cnh , nu nh cung cp khng m bo cht lng ca dch v, khch hng cng c th d dng chuyn sang nh cung cp khc.

Thm vo , c im d liu ca ti nghin cu ny l nhng ngi c phng vn thuc thnh phn tr nn vic tm ti, khm ph nhng tnh nng mi, cng ngh mi l mt s thch th i vi h.

Mt l do khc gii thch cho iu ny l do khi cc nhng ngi c phng vn tr li cc cu hi trong bng kho st ny th phn ln h bit v dch v 3G nn cng khng cm thy vic s dng dch v 3G s em li ri ro. - nh hng ngi thn:

Kt qu phn tch hi quy cho thy, khng c s tng quan gia nh hng ngi thn (Anh_huong) v Xu hng s dng (Xu_huong), vi mc ngha Sig. = 0,162> 0,05. Nh vy, nh hng ngi thn khng c nh hng n xu hng s dng dch v 3G.

Ngy nay, in thoi di ng tr nn ph bin vi hu ht mi ngi. Chic in thoi tr thnh vt khng th thiu i vi nhiu ngi. Vic s dng in thoi lin lc, trao i l mt nhu cu tt yu trong i sng hng ngy. Vi dch

48

v 3G, ngoi vic s dng lin lc, mi ngi cn c th dng gi mail, duyt web phc v cho cng vic ca h. Tuy nhin, vic mt ngi c s dng dch v 3G hay khng ch yu ph thuc vo nhu cu ca bn thn h, ph thuc vo nhng li ch m dch v ny mang li. Nu h cm thy dch v s gip ch c cho h trong cng vic, h s s dng dch v ny m khng ph thuc vo nhng ngi xung quanh.

Trong trng hp nhng ngi thn khng am hiu v cng ngh, quyt nh s dng mt dch v ca khch hng cng b nh hng khng nh ca vic tuyn truyn, qung co nh thng qua qung co ca nhng ngi ni ting s dng dch v, s tuyn truyn, hng dn ca i ng t vn, uy tn ca nh cung cp dch v hn l nh hng ca ngi thn.

Bn cnh , dch v 3G l mt dch v mi, s ngi s dng cn t, do vy mi ngi kh c th gii thiu cho ngi khc s dng. 4.4.4 Kim nh cc gi thuyt

Gi thuyt H1: Cm nhn v dch v cng cao th xu hng s dng dch v cng cao.

Kt qu c lng cho thy mi quan h gia Cm nhn v dch v (Dich_vu) v Xu hng s dng (Xu_huong) l 0,454 mc ngha thng k Sig. = 0,000 nn gi thuyt H1 c ng h vi mu d liu kho st. Nh vy, cm nhn v dch v l mt trong nhng yu t c nh hng n xu hng s dng dch v, khi ngi s dng nhn thy c s hu ch ca dch v th h s c xu hng s dng dch v .

Gi thuyt H2: Li ch cm nhn cng cao th xu hng s dng cng cao Kt qu phn tch hi quy cho thy c s tng quan thun gia Li ch cm

nhn (Loi_ich) v Xu hng s dng (Xu_huong) l 0,337. Gi thuyt ny c mc ngha l Sig. = 0,000 < 0,05: gi thuyt H2 khng b bc b. Nh vy, Li ch cm nhn l mt trong nhng yu t c nh hng n xu hng s dng dch v. Gi thuyt H3: nh hng ngi thn cng cao th xu hng s dng cng cao

Kt qu phn tch hi quy cho thy, h s tng quan gia nh hng ngi thn (Anh_huong) v Xu hng s dng (Xu_huong) l 0,83 vi mc ngha Sig. = 0,162 > 0,05: Gi thuyt H3 b bc b i vi mu kho st ny. Nh vy, nh hng ngi thn khng c tc ng n xu hng s dng dch v 3G: s ng h ca nhng ngi xung quanh khng c nh hng n xu hng s dng dch v ca khch hng.

49

Gi thuyt H4: Ri ro cm nhn cng cao th xu hng s dng cng thp. Kt qu phn tch hi quy cho thy, khng c s tng quan gia Ri ro cm nhn (Rui_ro) v xu hng s dng dch v (Xu_huong). Gi thuyt ny c mc ngha Sig. = 0,927 > 0,05: gi thuyt H4 b bc b i vi mu kho st ny. Nh vy, ri ro cm nhn cng l mt yu t khng c nh hng n xu hng s dng dch v ca khch hng. Chng 5 s trnh by ngha thc tin ca nghin cu, hn ch ca ti nghin cu v hng nghin cu tip theo.

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CHNG 5: KT LUN

Trong chng ny s trnh by cc kt qu chnh, ngha thc tin, mt s hn ch ca ti v xut hng nghin cu tip theo. 5.1 Tm tt kt qu, ngha: 5.1.1 Tm tt kt qu

Kt qu nghin cu cho thy cc thang o trong m hnh u t tin cy v gi tr. Nghin cu cng xc nh c m hnh cc nhn t thnh phn c nh hng n xu hng s dng dch v 3G ti Vit Nam, c 2 trong 4 nhn t nh hng n xu hng s dng theo cc mc khc nhau l: (1) Cm nhn v dch v nh hng mnh nht ( b =0,454), k n l (2) Li ch cm nhn ( b =0,337). Hai nhn t cn li l Ri ro cm nhn v nh hng ngi thn khng nh hng n xu hng s dng dch v 3G. 5.1.2 ngha

Vic xc nh c cc yu t nh hng n xu hng s dng dch v 3G l c s cung cp thng tin nh cung cp dch v c th hoch nh chin lc tip th, chin lc kinh doanh, k hoch pht trin vi cc mc u tin ph hp vi kh nng v ngun lc ca mnh. T , c th p ng cc nhu cu ca khch hng mt cch tt nht. 5.2 Hn ch ca ti v hng nghin cu tip theo:

Nghin cu ny em li kt qu v nhng ng gp nht nh, phn no gip cho cc nh cung cp dch v 3G hiu r c cc yu t nh hng n xu hng s dng dch v ca khch hng. Tuy nhin, nghin cu ny vn cn nhng im hn ch.

Th nht, do hn ch v iu kin nghin cu nh thi gian, chi ph nn nghin cu ch tp trung thc hin trong phm vi thnh ph H Ch Minh. y l khu vc m cc nh khai thc dch v tp trung khai thc nhiu nht do thnh ph H Ch Minh tp trung dn c ng, l trung tm kinh t ca Vit Nam. Tuy nhin, vic thc hin kho st ch trn a bn ny s khng phn nh chnh xc cho ton b nc Vit Nam. Nu phm vi kho st c tin hnh m rng trn phm vi c nc th kt qu nghin cu s mang tnh khi qut hn. y l mt hng cho nghin cu tip theo.

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Th hai, phng php nghin cu c thc hin trong ti ny l phng php ly mu thun tin, s lng mu nh v phn b khng ng u gia cc nhm. Nu c th ly s lng mu ln hn v phng php ly mu theo xc sut kt hp vi phng php ly mu theo t l th kt qu nghin cu s su sc hn cng nh c th ch ra c s khc nhau v xu hng s dng i vi cc nhm nghin cu khc nhau. y cng l mt hng cho nghin cu tip theo.

Th ba, cha i su vo phn tch tc ng ca gi tr cm nhn ca khch hng i vi tng thng hiu c th hay cha phn tch, so snh i vi cc loi hnh dch v tng t khc pht huy u im, to s c o, ring bit thu ht ngi tiu dng. y cng l mt hng cho nghin cu tip theo.

Cui cng, nghin cu ny ch tp trung kho st 7 yu t c nh hng n xu hng s dng dch v. Kt qu phn tch hi quy cho thy thch hp ca m hnh l 53,6%, ngha l ch c 53,6% phng sai ca bin ph thuc xu hng s dng c gii thch bi cc yu t ca m hnh. Nh vy, cn 46,4% phng sai ca bin ph thuc c gii thch bi cc yu t bn ngoi m hnh. y l cc thnh phn cha c cp trong m hnh nghin cu xut. y cng l mt hng nghin cu tip theo cho ti.

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TI LIU THAM KHO Ting Vit

1. Nguyn Thu Hin (2010), Xu hng s dng dch v bn hng qua knh truyn

hnh ca c dn TP.HCM, Lun vn thc s i hc Bch Khoa TP.HCM. 2. Trnh Th Tm Nh (2008), Cc yu t nh hng n xu hng s dng dch

v hi ngh thoi a phng, Lun vn thc s i hc Bch Khoa TP.HCM. 3. T Th Bch Phng (2011), Gi tr cm nhn ca ng vin khi la chn website

tuyn dng tm vic nh hng n nh s dng li v hnh vi truyn ming ca h, Lun vn thc s i hc Kinh t TP.HCM.

4. Nguyn nh Th & Nguyn Th Mai Trang (2007), Nghin cu khoa hc

Marketing-ng dng m hnh cu trc tuyn tnh SEM, Nh xut bn i hc Quc gia TP. HCM.

5. Hong Trng & Chu Nguyn Mng Ngc (2008), Phn tch d liu nghin cu

vi SPSS, Trng i hc Kinh t TP.HCM , Nh xut bn Hng c. 6. inh Th Hng Thy (2008), Nghin cu cc nhn t tc ng n vic la chn

nh cung cp dch v in thoi di ng ca sinh vin TP.HCM, Lun vn thc s i hc Kinh t TP.HCM.

7. Phm Anh Tun (2008), Tc ng ca cc nhn t tnh cch thng hiu n

lng trung thnh ca khch hng: Nghin cu trng hp th trng in thoi di ng Vit Nam, Lun vn thc s i hc Kinh t TP.HCM.

Ting Anh:

1. Ajzen I. (1991), The theory of planned behavior, Organizational Behavior and Human Decision Processes 50, 179-211.

2. Arthur L. (2004), Antecedent and Consequences of Customer Swiching Cost of

the Mobile Phone Market, Progress report. 3. Ajzen I. (2006), Constructing a TpB Questionnaire: Conceptual and

Methodological Considerations, revised 2006. 4. Bauer R. A. (1960), Consumer Behavior As Risk Taking, In D. Cox (ed.), Risk

Taking and Information Handling in Consumer Behavior, Harvard University Press. 5. Cronin J.J, Brady M.K., Brand R.R., Hightower J.R., Shemwell D.J. (1997), A

cross-sectional test of the effect and conceptualization of service value, J Serv Mark 11 (6): 375-91.

6. Chan S.C. and Lu M.T. 2004, Understanding Internet banking adoption and use

behavior: a Hong Kong perspective, Journal of Global Information Management.

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7. Davis Fred D. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technologys, MIS Quarterly 13 (3), 319-340.

8. Eagly A. and Chaiken S., (1993), The psychology of attitudes, Forth Worth,

Harcourt Brace Jovanovich College Publishers. 9. Fishbein M., and Ajzen I. (1975), Belief, Attitude, Intention and Behavior: An

Introduction to Theory and Research, Addison-Wesley Publishing Company. 10. LeBlanc G., Nguyen N. (1999), Listening to the customers voice: Examining

perceived service value among business college students, Int J Educ. 11. Luis F.L., Joana C.F. (2005), The SERPVAL scale: a multi-item instrument

for measuring service personal values, Journal of Business Research. 12. Lesley Ledden, Kalafatis, Stavros P. and Samouel Phillip(2007), The

relationship between personal values and perceived value of education, Journal of Business Research.

13. Mathieson Kieran (1991), Predicting User Intentions: Comparing the

Technology Acceptance Model with the Theory of Planned Behavior, Information Systems Research 2, 173-191.

14. Masud P., (2005), A relational Study on Service Quality, Switching Cost, Trust,

Customer Satisfaction and Customer Loyalty in the context of Grameenphone, Independent University, Bangladesh.

15. Stafford Thomas F. (1994), Consumption values and the choice of marketing

electives: Treating students like customers, Journal of Marketing Education 16, 26-33.

16. Schiffman L.G. & Kanuk L.L. (2007), Consumer behavior, Pearson 9th ed.,

240-241. 17. Taylor Shirley and Todd Peter (1995), Assessing IT usage: The role of prior

experience, MIS Quarterly, 561-570. 18. Valarie A. Z. and Mary J.B. (May 2, 2005), Services Marketing, McGraw-Hill

International Edition.

Cc trang web:

http://www.caohockinhte.info/

http://www.people.umass.edu/aizen/tpb.diag.html

http://www.mba-15.com

http://mic.gov.vn

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http://www.bantincongnghe.com

http://www.3g.vietteltelecom.vn/

http://www.mobifone3g.com.vn/

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PH LC PH LC 1: DN BI THO LUN TAY I

Xin cho anh/ch! Ti tn Ng Trung Kin, l hc vin cao hc ngnh QTKD thuc i hc Kinh t TP.HCM. Ti ang thc hin ti Cc yu t nh hng n xu hng s dng dch v 3G ti thnh ph H Ch Minh. Ti rt mong c s gip v h tr ca cc anh/ch bng vic tr li cc cu hi trong bng cu hi ny. Rt mong anh/ch dnh mt phn thi gian qu bu ca mnh gip ti hon thnh bng cu hi ny. Cc cu tr li ca anh/ch s l s ng gp to ln vo kt qu nghin cu.

I. Ri ro cm nhn: Anh/ch c ngh rng ngi s dng dch v 3G s gp nhng ri ro g khi s

dng dch v khng? V sao? By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th

hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b sung g? V sao?

Cha bit g v dch v 3G nn khng dm s dng. Lo ngi khng kt ni c vi mng di ng hin ti. E ngi trong vic tip cn cng ngh mi Lo ngi dch v khng ging nh qung co. II. Li ch cm nhn: Anh/ch c ngh rng ngi s dng dch v 3G s nhn thc c li ch em li

ca dch v hay khng? V sao? By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th

hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b sung g? V sao?

Ti ngh dch v 3G gip ti tit kim thi gian trong cng vic Ti ngh dch v 3G s gip ti tng hiu qu cng vic. S dng dch v 3G gii tr ti cm thy thoi mi hn. S dng dch v 3G ti c hng dn s dng chi tit, c th. S dng dch v 3G ti lun nhn c s h tr nhit tnh t pha nh cung cp

khi ti cn. Ni chung, dch v 3G em li li ch cho khch hng.

56

III. S thun tin: Anh/ch c ngh rng ngi s dng c cc iu kin thun tin s dng dch

v? By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th

hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b sung g? V sao?

C th d dng tm c cc thng tin lin quan n dch v 3G. Dch v 3G c th s dng bt k u. Dch v 3G c th s dng vo bt k lc no. C th d dng hc cch s dng dch v 3G. Dch v 3G c th c s dng m khng cn s h tr. Ni chung, dch v 3G em li s thun tin cho khch hng. IV. nh hng ca ngi thn: Anh/ch c ngh rng ngi s dng s b tc ng bi nhm/c nhn n xu

hng s dng dch v v chnh ngi s dng ny s c xu hng s dng theo? By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th

hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b sung g? V sao?

Gia nh ti khuyn ti nn s dng dch v 3G. Bn b ti khuyn ti nn s dng dch v 3G. ng nghip ti khuyn ti nn s dng dch v 3G. Ni chung, nhng ngi ti quen khuyn ti nn s dng dch v 3G. V.Gi tr tnh mi: Anh/ch nh gi nh th no v nhng tri nghim anh/ch nhn c khi s

dng dch v? N c gip Anh/ch tip thu nhng cng ngh mi hay khng? By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th

hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b sung g? V sao?

Ti s s dng dch v 3G v: Ti mun tri nghim cng ngh mi. Ti thy thch th vi cng ngh mi ca dch v 3G. Ti s dng dch v 3G tha mn s hiu k ca ti.

57

VI. S hi sinh v ti chnh: Anh/ch nh gi nh th no v chi ph b ra s dng dch v? By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th

hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b sung g? V sao?

Ti sn sng tr chi ph s dng dch v 3G v ti tin rng nhng tin ch ca dch v s em li li ch cho ti hn l chi ph ti phi b ra.

Ti sn sng tr chi ph s dng dch v 3G v ti ngh n hp l vi cht lng dch v m ti c nhn.

Ti sn sng thay i cc thit b tng ng c th s dng c dch v. VII. Hnh nh: Anh/ch c ngh rng hnh nh ca nh cung cp s nh hng n quyt nh

vic la chn nh cung cp ca anh/ch khng? By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th

hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b sung g? V sao?

Ti s s dng dch v khi nh cung cp dch v t tiu chun cht lng ngnh. Uy tn ca nh cung cp khin ti yn tm khi s dng dch v. Ti s s dng dch v khi nh cung cp c v th cao trn th trng dch v 3G. VIII. Xu hng s dng dch v: By gi chng ti a ra nhng pht biu sau y, xin bn cho bit bn c th

hiu ngha ca chng hay khng? Nu khng th v sao? Cc bn mun thay i, b sung g? V sao?

Ti c nh dng dch v ny trong thi gian ti. Ti ln k hoch dng dch v ny trong thi gian ti. Ti mong mun dng dch v ny trong thi gian ti. Ti s dng dch v ny trong thi gian ti.

58

PH LC 2: BNG CU HI KHO ST Xin cho anh/ch. Ti tn Ng Trung Kin, l hc vin cao hc ngnh QTKD thuc i hc Kinh t TP.HCM. Ti ang thc hin ti Cc yu t nh hng n xu hng s dng dch v 3G ti thnh ph H Ch Minh. ti ny nhm phc v cho mc ch nghin cu, khng nhm mc ch kinh doanh. Knh mong cc bn dnh cht t thi gian tr li mt s cu hi sau y. Tt c cc tr li ca cc bn s gp chung vi cc tr li khc x l thng k. V vy, phn thng tin c nhn s khng xut hin trong bo co kt qu nghin cu. Xin vui lng nh du (X) vo thch hp. PHN I: THNG TIN TNG QUT 1. y l ln u tin anh/ch nghe ni v dch v 3G c s dng thng qua in thoi di

ng hay bit trc ri? Ln u (sang phn II) bit (tip tc) 2. Anh/ch bit thng tin v 3G qua:

Bo ch Bn b, ngi thn Radio, Tivi Internet