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Phn D: Khoa hoc Chnh tr, Kinh t v Php lut: 30 (2014): 8-14

PHN TCH CC NHN T NH HNG N HNH VI

MUA SM TRC TUYN CA NGI TIU DNG THNH PH CN TH
Nguyn Th Bo Chu1 v L Nguyn Xun o1
1

Khoa Kinh t & Qun tr Kinh doanh, Trng ai hoc Cn Th

Thng tin chung:

Ngy nhn: 12/08/2013
Ngy chp nhn: 26/02/2014
Title:
Analysising factors affecting
online shopping behavior of
consumers in Can Tho city
T kha:
Hnh vi, mua sm, mua sm
trc tuyn
Keywords:
Behavior, shopping, online
shopping

ABSTRACT
The objective of this study was to determine the factors affecting online
shopping behavior of consumers in Can Tho city. Research data was
collected from 130 consumers (100 online shopping consumers and 30
off-line shopping consumers). Factor analysis, regression analysis and
discriminant analysis methods were used to determine factors affecting
online shopping behavior of consumers in Can Tho city. Research results
showed that factors such as financial and product risk, diverse selection
of goods, belief, responsiveness of the site, the time risk, the comfort, the
convenience, price affect the consumers decision to continue (or begin)
online shopping. In particular, the comfort factor had the greatest impact
to the online shopping behavior.
TM TT
Mc tiu ca nghin cu ny nhm xc nh cc nhn t nh hng n
hnh vi mua sm trc tuyn ca ngi tiu dng thnh ph Cn Th. S
liu nghin cu c thu thp t 130 ngi tiu dng (100 ngi c mua
sm trc tuyn v 30 ngi khng c mua sm trc tuyn). Phng php
phn tich nhn t, phn tich hi qui a bin v phn tich phn bit c
s dng xc nh cc nhn t nh hng n hnh vi mua sm trc
tuyn ca ngi dn thnh ph Cn Th. Kt qu nghin cu ch ra
nhn t ri ro v ti chinh v sn phm, a dang v la chon hng ha,
nim tin, tinh p ng ca trang web, ri ro v thi gian, s thoi mi, s
thun tin, gi c c nh hng n vic quyt nh tip tc (hoc bt
u) mua sm trc tuyn ca ngi tiu dng. Trong , nhn t s thoi
mi tc ng ln nht n hnh vi mua sm trc tuyn.
ngi dng Internet hin nay xp x 31,2 triu
ngi (chim 34% dn s Vit Nam cao hn
mc trung bnh ca th gii l 33%). V 61%
ngi dng Internet tng thc hin mua sm qua
mng v 90% trong s cho bit h s tip tc s
dng cch mua bn ny trong tng lai. Cho thy
ngi Vit dn chung hnh thc mua sm trc
tuyn v tin tng hn vo cc bin php bo mt
trc tuyn.

1 T VN
Thng mi in t l mt cng c hin i
gip cho cc doanh nghip c th thm nhp vo
th trng tt hn, thu nhp thng tin th trng
nhanh chng v kp thi, gip hot ng thng
mi din ra nhanh hn vi nhiu tin ch. Doanh
nghip cng c th a ra cc thng tin v sn
phm/ dch v n khch hng tim nng mi lc,
mi ni c s dng Internet. Theo kt qu kho st
v tnh hnh s dng Internet Vit Nam do t
chc WeAreSocial thc hin vo thng 10/2012, s

Thnh ph Cn Th l trung tm kinh t - vn

ha ca ng bng sng Cu Long, hot ng giao
8

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Phn D: Khoa hoc Chnh tr, Kinh t v Php lut: 30 (2014): 8-14

thng mua bn sm ut nht khu vc. Trong

nhng nm gn y, hnh thc mua sm trc tuyn
ngy cng c bit n rng ri v tr nn hp
dn vi nhiu ngi tiu dng bi c tnh tin li
v nhanh gn. Tuy ph bin nhng s a chung
v tin tng ca ngi tiu dng thnh ph Cn
Th i vi hnh thc mua sm ny vn cn nhiu
hn ch. Do vy, ti Phn tch cc nhn t
nh hng n hnh vi mua sm trc tuyn ca
ngi tiu dng trn a bn thnh ph Cn
Th l cn thit nhm tm ra cc nhn t no nh
hng n hnh vi mua sm trc tuyn ca ngi
tiu dng t c nhng xut gip pht trin
knh mua sm trc tuyn v p ng nhu cu ca
khch hng.

tm kim, thu thp, mua sm, s hu, s dng, loi

b sn phm/dch v. Hnh vi tiu dng bao gm
c nhng qu trnh ra quyt nh din ra trc,
trong v sau cc hnh ng (James F.Engel et
al., 1993). Theo Na Li v Ping Zhang (2002) th
cc nhn t nh hng n hnh vi mua sm trc
tuyn bao gm mi trng bn ngoi, nhn khu
hc, tnh cch c nhn. Theo Nguyn Ph Qu v
ctv (2012); Sandra Forsythe et al. (2006) th mua
sm trc tuyn c nhng thun tin nh: Khng
cn ri khi nh khi mua sm, khng tn thi gian
i li v tham quan ca hng, d dng tm c sn
phm mnh cn, c th mua sm bt k u.
Cng vi nhng tc gi trn, Mohammad Hossein
Moshref Javadi (2012) cng cho rng mua sm
trc tuyn c li th l hng ha a dng, thoi mi
khi mua sm; trang web bn hng cng p ng
c y nhu cu; gi c th r rng; s tin
tng. Tuy nhin, theo nghin cu ca Mohammad
Hossein Moshref Javadi (2012); Sandra Forsythe et
al. (2006) cng a ra nhng nhm ri ro c th
xy ra khi tham gia mua sm online nh nhm ri
ro ti chnh, ri ro sn phm, ri ro thi gian.

2 C S L THUYT V M HNH
NGHIN CU
Theo hip hi marketing Hoa K, Hnh vi
ngi tiu dng chnh l s tc ng gia cc yu
t kch thch ca mi trng vi nhn thc ca con
ngi m qua s tng tc con ngi thay i
cuc sng ca h. Theo Kotler& Levy (1969),
Hnh vi ngi tiu dng l hnh vi c th ca mt
c nhn khi thc hin cc quyt nh mua sm, s
dng v vt b sn phm hay dch v. Hnh vi
tiu dng l mt tin trnh cho php mt c nhn
hay mt nhm ngi la chn, mua sm, s dng
hoc loi b mt sn phm/dch v, nhng suy
ngh c, kinh nghim hay tch ly, nhm tha
mn nhu cu hay c mun ca h (Solomon
Micheal, 1992). Hnh vi tiu dng l ton b
nhng hot ng lin quan trc tip ti qu trnh

Cn c vo m hnh thi v hnh vi khch

hng trc tuyn: nh gi nghin cu Nali v Ping
Zhang, i hc Syracuse (2002); m hnh nghin
cu xu hng mua sm trc tuyn ca sinh vin
thnh ph H Ch Minh ca nhm nghin cu
trng i hc M (2012) v thng qua qu trnh
nghin cu s b ca tc gi t hnh thnh m
hnh nghin cu cho ti.

Tin
Mi trng bn ngoi
Nhn khu hc
Tnh cch c nhn

Hnh vi mua sm
trc tuyn

Tiu ch v tin li
Thun tin mua sm
a dng s la chn
Thoi mi mua sm
Tnh p ng ca trang
web
Gi c
S tin tng

Thi
mua sm

Tiu ch v ri ro
Ri ro v ti chnh
Ri ro v sn phm
Ri ro v thi gian

Hnh 1: M hnh nghin cu

9

nh
mua sm

a ra
quyt nh

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Phn D: Khoa hoc Chnh tr, Kinh t v Php lut: 30 (2014): 8-14

bit nhng khch hng tng s dng loi hnh

mua sm trc tuyn hoc thng qua tip cn trc
tip ti ca hng chi nhnh ca cc trang web bn
hng trc tuyn ti thnh ph Cn Th. S dng
phn mm nh SPSS, m hnh nghin cu c
thc hin nh sau:
3.1.1 Kim nh s tin cy ca cc tiu chi o
lng

3 KT QU V THO LUN
3.1 Phn tch cc nhn t nh hng n
hnh vi mua sm trc tuyn ca ngi tiu
dng thnh ph Cn Th
S liu nghin cu c thu thp bng phng
php chn mu thun tin. Cuc kho st c tin
hnh t thng 02/2013 n 3/2013. C mu c
chn l 130 vi i tng nghin cu l ngi tiu
dng trn a bn cc qun trung tm thuc TP.
Cn Th nh Ninh Kiu, Ci Rng, Bnh Thy
(100 ngi c mua trc tuyn, 30 ngi khng
mua trc tuyn). i vi ngi tng s dng
hnh thc mua sm trc tuyn, tc gi tin hnh
tip cn phng vn thng qua mi quan h quen

T Bng 1, ta c th thy h s Cronbachs

alpha ca cc thnh phn thuc thang o v li
ch u tt (>0,6) ng thi h s tng quan bin
tng ca cc yu t nh cng u ln hn 0,3. Do
, ta s dng 20 bin ny vo phn tch nhn t
khm ph.

Bng 1: H s Cronbachs Alpha ca cc nhn t nhn thc v li ch

Bin
S thun tin (TT): Alpha = 0,703
1. Khng cn ri khi nh khi mua sm
2. Khng tn thi gian i li v tham quan ca hng
3. D dng tm c sn phm mnh cn
4. C th mua sm bt k u
5. C th tm thy hu ht tt c nhng mt hng
a dng v s la chn hng ha (DHH): Alpha = 0,751
6. C th c c y nhng thng tin
7. C nhiu s la chn hn cho mt loi sn phm
8. C nhiu s la chn hn v thng hiu v ngi bn
Thoi mi khi mua sm (TM): Alpha = 0,809
9. C th thoi mi la chn sn phm m khng thy ngi
10. Khng b nhn vin ca hng lm phin
11. Khng cm thy ngi khi khng quyt nh mua
Tnh p ng ca trang web (W): Alpha = 0,757
12. Trang web c y thng tin v ngi bn
13. Trang web c giao din p, d nhn
14. Trang web c h thng ghi nhn nhng nh gi, bnh lun ca
ngi mua trc
15. Trang web m ngi bn l nhng nh bn l, cng ty ln
Gi c (GC): Alpha = 0,699
16. Thng so snh gi ca sn phm khi mua trc tuyn
17. Sau khi so snh, thng chn ngi bn c gi thp nht
Nim tin (NT): Alpha = 0,875
18. Cm thy tin tng vo loi hnh mua sm trc tuyn
19. Cm thy tin tng vo nhng ngi bn trn mng
20. Cm thy tin tng vo hnh thc thanh ton trc tuyn
X l s liu thu thp thng 4 nm 2013

10

Tng quan
bin tng

Cronbachs
Alpha

0,316
0,489
0,604
0,478
0,414

0,706
0,641
0,586
0,647
0,673

0,453
0,633
0,664

0,805
0,604
0,567

0,685
0,627
0,668

0,712
0,768
0,730

0,576
0,582

0,689
0,686

0,526

0,715

0,535

0,712

0,543
0,543

0,724
0,829
0,727

0,856
0,760
0,851

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Phn D: Khoa hoc Chnh tr, Kinh t v Php lut: 30 (2014): 8-14

Bng 2: H s Cronbachs alpha ca cc nhn t nhn thc v ri ro

Bin
Ti chnh (TC): Alpha = 0,793
23. C th khng nhn c hng ha
24. Khng c hon tin nu sn phm b h hi hay khng ging m t
Sn phm (SP): Alpha = 0,789
25. Khng bit c sn phm l hng tht hay gi
26. Sn phm nhn c thng khng ng vi hnh nh c qung co
27. Hng ha c th b h hi khi vn chuyn
28. Khng th th i vi hng ha l qun o
Thi gian (TG): Alpha = 0,739
29. Phc tp khi t hng
30. Tn thi gian tm trang web c uy tn
31. Tn thi gian khi so snh gi c sn phm
32. Phi ch hng ha c giao

Tng quan
bin tng

Cronbachs
Alpha

0,657
0,657

0,569
0,551
0,684
0,610

0,751
0,759
0,699
0,738

0,476
0,574
0,556
0,537

0,713
0,655
0,666
0,682

X l s liu thu thp thng 4 nm 2013

Nhn t F2 t tn l a dng v s la chn

hng ha gm 6 bin (h s ti nhn t t 0,584
n 0,817): D dng tm c sn phm mnh cn
(TT3), c th mua sm bt k u (TT4), c th
tm thy hu ht cc mt hng (TT5), c th c
c thng tin y v sn phm (DHH1), c
nhiu s la chn hn cho mt loi sn phm
(DHH2), c nhiu s la chn v thng hiu v
ngi bn (DHH3).

Thnh phn ri ro v ti chnh c h s

Cronbachs alpha = 0,793; Thnh phn ri ro v
sn phm c h s Cronbachs alpha = 0,789;
Thnh phn ri ro v thi gian c h s Cronbachs
alpha = 0,739 v h s tng quan bin tng ca
cc bin u ln hn 0,3. Nh vy, cc bin o
lng thnh phn ny c s dng cho phn tch
nhn t khm ph tip theo.
3.1.2 Phn tch nhn t khm ph (EFA)

Nhn t 3 t tn l Nim tin vo mua sm

trc tuyn bao gm 3 bin (h s ti nhn t t
0,768 n 0,830): Cm thy tin tng vo loi hnh
mua sm trc tuyn (NT1), cm thy tin tng vo
thng tin ngi bn trn mng (NT2), cm thy tin
tng vo hnh thc thanh ton trc tuyn (NT3).

Sau khi loi 2 bin ra khi m hnh v c h s

tng quan bin tng < 0,3, 30 bin cn li c
a vo phn tch nhn t khm ph dng phng
php rt trch (Principal Components) v php
quay (Varimax). Ta c kt qu nh sau: kim nh
KMO v Bartlett trong phn tch c h s KMO l
0,769 (0,50 <= KMO <=1) vi mc ngha thng
k (Sig.) l 0,000 (< 0,05) cho thy phn tch nhn
t khm ph l ph hp. Theo tiu chun
Egienvalues >1, tng phng sai trch (Variance
Extracted) l 67,902% ( >50%) nn gii thch c
67,902% s bin thin ca d liu, nh vy vic
gii thch yu t kh tt.

Nhn t 4 t tn l Tnh p ng ca trang

web bao gm 4 bin (h s ti nhn t t 0,698 n
0,733): Thng thch mua cc trang web c y
thng tin v ngi bn (W2), thng mua cc
trang web c giao din p, d nhn (W3), thng
mua cc trang web c h thng ghi nhn nhng
nh gi, bnh lun ca ngi mua trc (W4),
thng mua cc trang web m ngi bn l
nhng nh bn l, cng ty ln (W5).

Nhn t F1 t tn l Ri ro v ti chnh v
sn phm gm 6 bin (h s ti nhn t t 0,562
n 0,798): c th khng nhn c hng ha
(TC1), khng c hon tin nu sn phm b h
hi hay khng ging m t (TC2), khng bit c
sn phm l hng tht hay gi (SP1), sn phm
nhn c thng khng ng vi hnh nh c
qung co (SP2), hng ha c th b h hi khi vn
chuyn (SP3), khng th th i vi hng ha l
qun o (SP4).

Nhn t 5 l S ri ro v thi gian bao gm 4

bin (h s ti nhn t t 0,653 n 0,781): Phc
tp khi t hng (TG1), tn thi gian tm trang web
c uy tn (TG2), tn thi gian so snh gi c sn
phm (TG3), phi ch hng ha c giao (TG4).
Nhn t 6 l S thoi mi khi mua sm bao
gm 3 bin (h s ti nhn t t 0,776 n 0,807):
C th thoi mi la chn sn phm m khng thy
ngi (TM1), khng b nhn vin ca hng lm
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phin (TM2), khng cm thy ngi khi khng

quyt nh mua (TM3).

3.2 Phn tch hi qui

Vi mc ngha Sig. < 0,05 nn cc h s hi
quy u c ngha. Nhn chung, cc yu t c h
s hi quy chun ha > 0 (F2, F3, F4, F6, F7, F8),
tc l cc nhn t ny c nh hng cng chiu
n quyt nh tip tc (bt u) mua sm trc
tuyn ca ngi tiu dng. Bn cnh , nhn t
F1 v F5 c h s hi quy chun ha < 0, tc l
nhn t F1 v F5 c tc ng ngc chiu n
quyt nh tip tc (bt u) mua sm trc tuyn
ca ngi tiu dng. C th:

Nhn t 7 l S thun tin khi mua sm trc

tuyn bao gm 2 bin (h s ti nhn t t 0,780
n 0,788): Khng cn ri khi nh khi mua sm
(TT1), khng tn thi gian i li v tham quan ca
hng (TT2).
Nhn t 8 l Gi c bao gm 2 bin (h s ti
nhn t t 0,719 n 0,772): Thng so snh gi c
ca sn phm khi mua sm trc tuyn (GC2) v
sau khi so snh, thng chn ngi bn c gi thp
nht (GC3).
Bng 3: Kt qu m hnh hi qui
Bin c lp
Hng s
Ri ro v ti chnh v sn phm (F1)
a dng v s la chn hng ha (F2)
Nim tin vo mua sm trc tuyn (F3)
Tnh p ng ca trang web (F4)
S ri ro v thi gian (F5)
S thoi mi khi mua sm (F6)
S thun tin khi mua sm trc tuyn (F7)
Gi c (F8)
R2 iu chnh
H s Sig.F
H s Durbin Watson

B
-1,089
-0,145
0,164
0,108
0,140
-0,195
0,211
0,200
0,158

Sig
0,002
0,005
0,001
0,044
0,000
0,000
0,000
0,000
0,000

VIF
1,548
1,415
1,440
1,096
1,184
1,338
1,181
1,254
0,665
0,000
1,857

X l s liu thu thp thng 4 nm 2013

Bin Tnh p ng ca trang web, S thoi mi

khi mua sm, S thun tin u c ngha mc
1% v bin S thoi mi khi mua sm c nh
hng ln nht n quyt nh tip tc (bt u)
mua sm trc tuyn ca ngi tiu dng vi h s
hi quy chun ha l 0,267. iu ny c ngha
khi bin s thoi mi khi mua sm tng ln mt
n v th quyt nh tip tc (bt u) mua sm
trc tuyn s tng ln.

Cc bin Ri ro v ti chnh v sn phm (c

ngha mc 10%), Ri ro v thi gian (c ngha
mc 1%) c tc ng ngc chiu vi bin ph
thuc, iu ny c ngha l khi cc bin ny tng
ln th quyt nh tip tc (bt u) mua sm ca
ngi tiu dng s gim. Tm l chung ca ngi
tiu dng l khng mun chu bt c ri ro, thit
hi g khi tham gia mua sm bi h c nhiu s la
chn. Do , nu ri ro tng ln th quyt nh
tip tc (bt u) mua sm trc tuyn ca h s
gim xung.
3.3 Phn tch phn bit

Khi bin S a dng v la chn hng ha,

Nim tin u c ngha mc 5%, hai bin ny c
tc ng cng chiu n quyt nh tip tc (bt
u) mua sm trc tuyn ca ngi tiu dng. Bi
vic mua sm trc tip cc ca hng trn a bn
thnh ph Cn Th c s gii hn v hng ha
cng nh thng tin v sn phm, nn nu cc trang
web bn hng trn mng cung cp cho ngi tiu
dng nhiu s la chn hp dn, thng tin y
v to nim tin th tin rng lng ngi tiu
dng s dng cc sn phm trc tuyn s ngy
cng nhiu.

Tc gi s tip tc tin hnh phn tch phn bit

tm ra s khc bit gia nhm i tng c mua
sm trc tuyn v nhm i tng cha tng mua
sm trc tuyn i vi cc nhm nhn t .
3.3.1 Xy dng m hnh phn tch phn bit
i vi ti ny, c mu tc gi chn l 130
(c 100 quan st c mua sm trc tuyn v 30 quan
st cha tng mua sm trc tuyn). Tc gi tin
hnh chia thnh 2 phn, mi phn gm 65 quan st:
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trong c 50 quan st c mua sm trc tuyn v

15 quan st cha tng mua sm trc tuyn.

l Enter. y l phng php m SPSS s x l tt

c cc bin c lp c a vo m hnh.
3.3.2 c lng h s hm phn bit

Sau khi tin hnh chia c mu, tc gi thm

bin phantich vo c s d liu tin hnh
phn tch. Tc gi chn phng php a bin vo

Kt qu qu trnh phn tch phn bit trnh by

nh sau:

Bng 4: Kt qu phn tch phn bit gia hai nhm

Yu t nh hng
Ri ro v ti chnh v sn phm (F1)
a dng v s la chn hng ha (F2)
Nim tin vo mua sm trc tuyn (F3)
Tnh p ng ca trang web (F4)
S ri ro v thi gian (F5)
S thoi mi khi mua sm (F6)
S thun tin khi mua sm trc tuyn (F7)
Gi c (F8)
Wilks lambda
Chi square
Sig.

F
3,611
10,268
20,863
0,032
4,696
0.162
1.259
0,960

P-value
0,062
0,002
0,000
0,858
0,034
0,688
0,266
0,757

H s chun ha
0,227
0,518
0,792
-0,043
-0,352
-0,242
0,019
-0,078

X l s liu thu thp thng 4 nm 2013

s thoi mi ng vai tr quan trng nht. ng

thi nhn t s a dng trong vic la chn hng
ha, nim tin vo mua sm trc tuyn v ri ro v
thi gian l cc nhn t nh hng n s khc bit
gia hai nhm i tng c mua sm trc tuyn v
cha tng mua sm trc tuyn. Kt qu ch ra rng
nhn t s a dng trong vic la chn hng ha c
tc ng mnh m nht n vic phn bit hai
nhm i tng mua sm trc tuyn. V vy,
doanh nghip cn phi s dng cc chnh sch gia
tng s a dng trong vic la chn hng ha ng
thi cng c nim tin ca ngi tiu dng vo hnh
thc mua sm trc tuyn c th ngy cng pht
trin vic mua sm trc tuyn ti thnh ph Cn
Th, cung cp nhiu dch v tin ch tha mn
ngi tiu dng. T kt qu ny, tc gi xut
cc gii php sau: Th nht, to nim tin cho ngi
tiu dng bng cch m bo cht lng sn phm,
cht lng dch v, nhanh chng, tn nhim, d s
dng, tin cy v tin li. Th hai, d s dng tc l
giao din trang web thn thin, tc truy xut
nhanh, thit k gip khch di chuyn d dng. Th
ba, tin cy th hin qua vic tnh tin ng, giao
hng ng loi, ng quy cch v thi gian ha,
nu ngi tiu dng i tr hng ng quy nh th
phi hon tin y . Th t, tin li l kh nng
gip khch hng cm thy thoi mi khi mua v c
th mua mi lc mi ni.

Theo bng trn cho thy, khi cc bin c lp

c xem xt mt cch ring bit th ch c nhn t
F2 (a dng v la chn hng ha), nhn t F3
(nim tin) v nhn t F5 (ri ro v thi gian) c
kh nng phn bit mt cch c ngha khc bit
gia nhng ngi c mua sm trc tuyn v cha
tng mua sm trc tuyn. Cc nhn t cn li
khng nh hng n s phn bit gia hai nhm
(Hong Trng & Chu Nguyn Mng Ngc, 2005).
Trong trng hp ny, c th thy rng i
lng Wilks lambda ca hm ny l 24,971 vi 8
bc t do. V mc ngha quan st l 0,002 <
0,05. Do , tc gi c th kt lun s phn bit c
ngha thng k mc ngha 5%, v c th tin
hnh gii thch kt qu.
Du h s ca nhn t a dng v s la chn
hng ha v nim tin vo mua sm trc tuyn
dng, ri ro v thi gian du m. Cho thy rng
cng cng c nim tin cho ngi tiu dng v cung
cp cho h nhiu la chn hn, ng thi gim
thiu ri ro v thi gian khi mua sm trc tuyn th
ngi tiu dng s cng c xu hng mua sm trc
tuyn nhiu hn.
4 KT LUN
Qua nghin cu ny, ta thy cc nhn t: ri ro
v ti chnh v sn phm, a dng v la chn hng
ha, nim tin, tnh p ng ca trang web, ri ro v
thi gian, s thoi mi, s thun tin, gi c c nh
hng n vic quyt nh tip tc (hoc bt u)
mua sm trc tuyn ca ngi tiu dng, trong

TI LIU THAM KHO

1. Amir Poursaeedi & Ahmad Reza
Asadollahi, Mohammad Hossein Moshref
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Tap chi Khoa hoc Trng ai hoc Cn Th

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