Anh hu'dng cua quang cao qua Faeebook

den y djnh Ida chon trung tam tieng Anh

de hoc lELTS cua sinh vien tren dia ban Ha Noi
- Nghien cuU tai The lELTS Workshop
NGUViN HOAI LONG'
NGOYEN NGOC LONG'
NGUYEN THANH Ht/ONG
NGaY§N THI THANH HUYfiN*
LE MAI QUYNH"
Tdm tat
Bdi vie't nghiin cffu dnh hudng cua qudng cdo qua mgng xd hgi Faeebook de'n y dinh lua chgn
trung tdm tie'ng Anh de hgc lELTS cua sinh vien. Nghien cffu dugc iht/c hiin tgi Trung tdm The
lELTS Workshop. Ke't qud nghiin cffu chi ra, Tinh tuang tdc - tin cgy. Tinh thong tin. Tinh gidi
tri, St^phien todi deu tdc dgng thuan chiiu di'n y dinh lUa chgn trung tdm hgc lELTS. Trong
do. Tinh tuang tdc - tin cgy co dnh hudng ldn nhdt. con Su phien lodi co dnh hudng thdp nhdt.

TH khda: qudng cdo qua mgng xd hgi. Faeebook, lELTS

Summary
This article assesses the influence of advertising via Faeebook on student's intention to select
English centers for studying lELTS. The study was conducted at The lELTS Workshop. According
to the results of the survey, Interactivity - credibility. Information. Entertainment. Irritation
create positive effects on their intention to choose lELTS centers. In addition. Interactivity -
credibility has the greatest influence, whereas Irritation creates the lowest impact.

Keywords: advertising via social networks. Faeebook, lELTS

GlCfl THIEU
Theo quy dinh cua nganh giao due
va nhieu trrfdng dai hoc, cbii'ng chi
tie'ng Anh qud'c te lELTS drfdc Irfa chgn
lim tieu chuan danh gid nang Irfc tid'ng
Anh cOa sinh viSn td't nghiep. Hdn nffa,
chiJng chi lELTS ciing drfdc hau hii cac
tnfdng dai hgc trdn the gidi lifa chgn de
xet tuyen sinh dng vien hoc dai hgc va
cao hpc. Chinh vi vay, nhu cau hgc va
thi chifng chi lELTS cua sinh vien ndi
chung vi sinh vien tren dja ban Ha Ngi
noi rieng dang rat cao.
De ddp ii'ng nhu cau ngrfdi hoc, cac
trung tam tie'ng Anh cung phdt trien
manh me va tap trung vSo hoat ddng
quang cdo nhkm thu hut hoc vien,
trong do qudng cao qua mang xa hoi
Faeebook drfdc siJ dung phd bie'n nha't.
Vdi suy nghT rang, cang dau trf nhilu
cho quang cao, cang mang lai nhieu hgc vien, cac
trung tam tie'ng Anh da chi rsft nhieu tien quang cao
qua Faeebook, song thrfc te ke't qua lai khdng drfdc
nhrf mong mud'n. Nhrf vay, van di dat ra la, quang
cao anh hrfdng nhrf the nao de'n y dinh Irfa chgn trung
tam de hoc tie'ng Anh cua ngrfdi hgc? De tra ldi cau
hoi nay, nhdm tac gia thifc hien nghien cdu vdi chu
de "Anh hrfdng cua quang cao qua Faeebook de'n y
dinh Irfa chgn trung tam tie'ng Anh de hgc lELTS cua
sinh vien tren dia ban Ha Ndi - Nghien cdu tai The
lELTS Workshop",
CO SCf LY THUYET
Cac hoc gia thrfdng nghien cdu tac ddng cua quang
cao den y dinh/hanh vi cua khach hang thdng qua hai
each tie'p can: (i) Tie'p can ddnh gia so sanh ket qua
anh hrfdng cua cac cdng cu, phrfdng tien quang cdo de'n
y dinh/hanh vi mua; (ii) Tie'p can danh gid thdi do dd'i
vdi quang cdo va anh hrfdng cua nd do'i vdi y dinh/hanh
vi mua. Bai vie't nay tie'p can theo hrfdng nghien ci?u

'TS., Khoa Marketing • Trrfdng Dai hpc Kinh te Qudc dan

", *", " " , Sinh vien Vien Dao t?o Tien tien, Chat Irfdng cao & POHE - Trrfdng Dai hpc Kinh te Quoc dan
Ngdy nhgn bdi: 17/6/2020; Ngdv phdn bi^n: 10/7/2020; Ngdv duyel ddng; 15/7/2020

Economy .iiui For 113

 HiNH MO HINH MGHIEM CClfi Tinh dang tin cdy. Thai > . quang
cdo trrfc tuyd'n chiu anl bdi cam
1 Tinh thong tin
nhan cua khdch hang \ < a quang
^ ^ ^ HI cdo va tinh tin cSy cua qi . Ydinh
1 Tinh giai tri _ I i ^ " ^ ^ , ^ mua cua khdch hdng cil,. • •-•^?"^cua
Y dinh lira chgn Thai do dd'i vdi quang cio vi Danh gid
j T i n h d a n g tin c g y H 3 ^ ^~^^^^i-* cua khdch hang vi gia tn cua quang cao^
trung tam
ii4^ hpclELTS
"Z^^^^^^^^^^ Vdi srf phdt trien cua internet 2.0,
Sir p h i ^ n toai quang cdo khdng con la hinh thdc thong
tin mdt chiiu, mil con co unh trfdng tdc
Tinh t u o n g tac
hai chieu. Tinh trfdng tac nay anh hrfdng
de'n cam nhan cua khach hang ve gid
Ngudn De xuat cua n h o m tac gia tri cua quang cao. Chinh vi vay, trong
nghien cifu cua minh, Azizul Yaakop vd
BANG 1: CAC THAMG DO TRONG MO HINH NGHIEM CdU cdng Srf (2013) da bd sung tinh Irfdng tdc
IIHntar Thane do Neudn tbam kbao Id mdt trong nhiing yeu to' tdc ddng den
Sif hffu fch cua thong tin quang cao Ducoffe (1996); Humayun quang cdo.
Tinh Th6ng tin qu^ng cao co linh cap nhat Kabir Chowdhury va c6ng Ke thira cdc nghien cu\i tren, nhdm
sff (2006), Bracken vS Can tdc gia de xua't md hinh cac nhan to cua
thong tin Sif chinh xac cua thong lin quang cio (2001);UVarshneyvaR
Vetler (2003). Rubin (2002)
quang cdo (Tinh thdng tin; Tinh gidi tri;
Th6ng tin mang lai sif gOi j ' cho ngilfli doc
Tinh ddng tin cay; Sif philn todi; Tinh
NhGng h5nh ^nh ciia quang cao thu hiit sir chu v trfdng tdc) tdc dpng de'n y dinh Irfa chpn
Ducoffe (1996), Bracken v^
Tinh giai Noi dung cua cac thong tin quang cdo rat Ihii vi Carr (2001), TsangvS cpng trung tam hpc lELTS cua sinh vien, drfdc
Cdc quang cao co tinh giai tri cao
•1 " Ouang Clio mang lai sif hai long
sif (2004) trinh bay tai Hinh.
Quang cao diing sif that Bracken vaCarr (2001); Gia thuye't nghien culi drfdc tnnh bay
Tinh dang Humayun Kabir Chowdhuiy nhrf sau:
Ouang cao co the tin tffdns du'cfc
Wliii cay va cong sff (2006)
Ouang cao nhif mot tin lieu tham khao HI: Tinh thdng tin cua quang cdo trrfc
Quang cdo ra( phien phffc tuyd'n cd anh hrfdng thuan chieu d^n y
Quang cdo xuat hien vdi tan suat qui dav dac Humayun Kabu Chowdhury dinh irfa chpn trung tam hpc lELTS cua
Sir phien Cdc noi dung mS quang cao muon truyen dai vacdng sff (2006); Ducoffe sinh vien.
to^i thff&ng ra't phi^n phffc (1996); Tsang va cong sff
Quang cao gay kho chiu (2004) H2: Tinh giai tri cua quang cdo c6
Quang cao tren mang xa h5i la iifa bip anh hrfdng thuan chieu de'n y dinh Irfa
Quang cdo giup tife'p can san pham/dich vu de Sukpanich va Chen (2000);
chon trung tam hpc lELTS cua sinh vien.
> Tinh dSng hOn Ying Wang vS cong sff H3: Tinh dang tin cay cua qudng cdo
tifdng tdc Quang cao tang mffc do nhan biet ve san pham/ (2002), Ngo My Iran vS cd anh hrfdng thuan chieu de'n y dinh Irfa
dich vu IViai Vo Ngoc Thanh (2017) chpn trung tam hpc lELTS cua sinh vien.
Mgu6n: T o n g hdp ciia n h o m nghien cffu H4: Srf phi^n toai cua cua qudng cdo
cd anh hrfdng nghich chieu den y dinh !rfa
anh hrfdng cua quang c^o de'n y dinh Irfa chpn trung chpn trung lam hpc lELTS cua sinh vidn.
tam tie'ng Anh de hpc lELTS cua khach hang. H5: Tinh trfdng tac cua quang cdo c6
Nghien cdu ddu tien ve tac ddng cua quang cao trrfc anh hrfdng thuan chieu de'n y djnh Irfa
tuyen drfdc thrfc hien bdi Ducoffe va cpng srf (1996). chpn trung tam hpc lELTS ciia sinh vien.
Ke't qua chi ra, Tinh thdng tin, Tinh giai tri va Srf phien
todi cd anh hrfdng d6'n gia tri cua quang cao. Dieu nay PHLfONG PHAP NGHIEN CLfU
cho thay, each truyen dat thdng didp mpt each dang tin
cSy va drfa thdng tin ma khdng gay phien todi cd tam Trrfdc he't, nhdm tdc gia thrfc hi?n
quan Irpng trong viec td'i rfu hda gia tri ciia quang cao. nghien crfu tai ban nham tong quan cdc
Ke thda nghien crfu cua Ducoffe vacdng srf (1996), nghien crfu, xay dmig khung nghien clJu vd
nhdm tdc gia Brackett va Carr (2001) drfa them vao tdng hdp thang do (Bang 1).
md hinh nhan to'Tinh dang tin cay va chdng minh Tinh Tiep dd, nghien crfu dinh tinh drfdc
ddng tin cay cd anh hrfdng thuan chieu de'n gid tri cua thrfc hidn thdng qua phong va'n sau 10 sinh
quang cio va thai do dd'i vdi quang cao. vien quan lam ddn vide 1 chpn trung
Trong bo'i canh phat trien cua hoat dpng marketing tdm hpc lELTS \a da ii^ "dp can vdi
tr6n mang internet, nghien cifu ctia Salem (2016) tSp quang cdo qua Faceboo)^ Trung tam
trung vio tdc ddng cua gid tn cam nhan cua quang cao The lELTS Workshop ' ' nghien
trrfc tuye'n de'n y dinh mua cua khach hang. Ke't qud crfu giup chuan hod lai th. 'at hi^n
nghien curf cho thay, gia tri quang cdo trrfc tuyen bi anh them mdl sd thang do va v inghdi
hrfdng bdi cdc nhan td, gdm' Tinh giai tri, Tinh thdng tin. phuc vu nghien cAi dinh i,

114
 Giai doan nghien cihi dinh Irfdng sdbd BANG 2: MA TRAN XOAY
drfdc thrfc hien thdng qua khdo sdt bang NhSn tfi"
bdng hdi 30 sinh vien quan tam de'n viec 1 2 3 4
li/a chpn trung tam hpc lELTS va da trfng TT2 0,797
tiep cdn vdi quang cao qua Faceboolc TT3 0,763
TTI 0.758
cua Trung tam The lELTS Workshop. TCI 0.725
Ke't qua khao sdt drfdc nhap lieu va xu" TT4 0.709
ly b^ng phan mem SPSS. Ky thudt kiem TC2 0,669
dinh do tin cay cua thang do bang he so' TC3 0.651
Cronbach's Alpha cho tha'y, ta't ca cdc TC4 0.607
PT4 0.912
thang do deu ddm bao dp tin cay. Tii dd, PT3 0.894
b^ng hoi drfdc hoan thidn phuc vu nghien PT5 0.87
clJu dinh lu'dng chinh thdc. PTl 0.858
PT6 0.823
Giai doan nghien crfu dinh Irfdng chinh PT2 0.735
thtfc drfdc thrfc hien trong thdi gian tif thdng GT4 0.847
2 de'n thang 4 nam 2020. Thdng tin drfdc GT3 0.763
thu thap thdng qua khao sdt bang bang hoi GT2 0.687
online trdn mang xa hdi Faeebook. Ke't GTl 0.588
GTS 0.499
qud thu dtfdc 312 phie'u khao sdt. trong dd TH3 0.733
c6 220 phie'u khao sat hdp Id. Dff lieu thu TH2 0.677
thap drfdc ma hoa, nhap lieu va xu'ly bang TH4 0.673
phan mem SPSS vdi cdc ky thuat phan THI 0.596
dch thd'ng kd mo ta, kid'm dinh dp tin cay THS 0,558
PhffOng phap trich: Phan tich thanh phan chfnh
cfia thang do, phan tich nhdn to' kham pha Phffdng phap xoay; Varimax with Kaiser Normalization
vS phdn Hch hoi quy. a Xoay hoi tu trone 6 lan lao.
Ngu, a nhom nghien (.\Su
KET QUA NGHIEN C I X J
2 nhan td TT va TC thanh nhan to' mdi la Tinh trfdng
Ke't qua ki^m dmh dd tin cay cua tac - dn cay (TTTC). 3 nhan td' cdn lai la Srf phien todi
thang do thudc cac nhan to: Tinh thong (PT), Tinli giai tri (GT), Tinh thdng tin (TH) deu cd xu
tin, "Tinh giai tri, Tinh ddng tin cay, Srf hrfdng tai khdc nhau, nen van giif nguyen.
phien todi va Tinh trfdng tdc deu cd he Ke't qua phan tich hoi quy cho bie't, ta't ca cdc kiem
so Cronbach's Alpha Idn hdn 0,8; he dinh deu dat. He so' R- = 0,338 cho bie't, cdc bie'n ddc
so ttfdng quan bid'n t^ng cua ta't ca cac ldp da giai thich drfdc 33,8% srf thay doi cua bie'n phu
Ihang do thudc ttfng nhdn td'd^u ldn hdn thupc "Y dinh ltfa chpn trung tam hpc lELTS".
0,3. Nhtf vay, theo Nunally va Burnstein Theo Bang 3, tat ca cac he so hoi quy deu cd Sig.
(1994), ta't ca cac thang do deu dam bao < 0,05 va deu ldn hdn 0, cho tha'y Tinh trfdng tdc -
do lin cay va du dilu kidn dd' thtfc hien tin cay, Srf phi^n todi, Tinh giai tri va Tinh thdng tin
cdc phan tich tie'p theo. deu cd tac ddng thuan chieu tdi y dmh Ida chpn trung
Kd't qua phan tich nhan to' kham pha tam tie'ng Anh de' hpc lELTS cua sinh vien. Theo logic
cdc thang do thudc cac nhan to': Tinh thdng thrfdng, khi khdch hang cam nhan srf phien toai
th6ng tin, Tinh giai tri, Tinh dang tin tang len, thi hp se cd xu hrfdng "ghet" sdn pham/doanh
cSy, Stf phien toai va Tinh ttfdng tac cho nghiep va do dd "y dmh mua se giam. Tuy nhidn, kd't qua
he so KMO = 0,917, dam bao tieu chuan nghien cvtu cho tha'y dieu ngrfdc lai, trong mot chtfng
ki^m dinh theo Kaiser (1977); kiem dinh mrfc nao dd, khi khach hang cdm nhan stf phien toai
Bartlett cd Sig. xa'p xi b^ng 0. tang len cung lam cho hp chu y dd'n quang cao nhieu
Theo ke't qua ma trdn xoay d Bang 2, hdn va khi do y dinh mua cung tang ldn. Nhrf vay, "Gia
tiftca he so'tai nhan td'cua cac bie'n quan thuye't 4: Srf phien toai ciia quang cao cd anh hrfdng
sdt deu ldn hdn 0,5, vi vdy phan tich nhan nghich chieu de'n y dinh chpn trung lam hpc lELTS
tS'khdm pha Id cd y nghia. Bdn canh dd, cua sinh vien" khdng dtfdc chd'p nhdn, ma ngrfdc iai,
kd't qud cho thd'y, cdc bie'n quan sdt cua srf phien todi ciia quang cao cd anh hrfdng thuan chieu
nhan to'Tinh ttfdng tdc (TT) va Tinh tin dd'n y dinh chon trung tam hpc lELTS cua sinh vidn.
c§y (TC) cd hd so' tai nhdn to' chay cung Ta't ca cdc gia thuyd't khdc deu drfdc cha'p nhdn.
mpt xu htfdng, chtfng to 2 nhdn to' nay
cd tinh hpi tu. Dieu nay cho tha'y, khi KET LUAN VA KIEN NGH!
khdch hang tin cdy vao qudng cdo qua
Faeebook, thi hp cung se trfdng tdc nhieu Ke't qua nghien ctfu chi ra, cdc nhan to thupc ve
hdn. Vl vay, nhdm nghidn ctfu da ke't hdp quang cao tren mang xa hdi Faeebook, nhrf: Tinh trfdng

lomy und ForecaM Review 115

 BANG 3: KET QUA PHAM TiCH H | SO HOI QGY CGA CAC NHAN TO marketing nhdm tang Tinh trfL*ni! tdc - tin
H$ sff hdi quy H$ sffh^i qny cdy cua quang cdo cd the' ke den, nhrf:
Mdhinh cbrfa chu^n hoa chu^n hoa T Sig. tdp trung quang bd cho website, tanpage
B Sai sd'chuan Beta (trang Faeebook) cua cdc trung tam de
(Hang (,0} 3,015 0,052 57.854 0,000 gidp tang so' IrfOt theo ddi. to chtfc cdc
Tinh tffdng tac - tin cay (TTTC) 0,264
minigame va give away (cac trd chdi
0,052 0,360 5.046 0.000
va qua tang) de thu hut srf quan tam cua
Sff phien toai (PT) 0,107 0,052 0,146 2,040 0.043 mpi ngrfdi, lien ke'l fanpage (trang cd
Tinh giai tri (GT) 0,219 0,052 0,299 4,187 0,000 nhan hoac to chtfc) va group (nhdm) ciia
Tinh thong tin (TH) 0,229 0,052 0,312 4,378 0,000 Faeebook Jai vdi nhau. .
Ngoai ra, de nang cao Tinh thdng
tin, Tinh giai tri va Srf phien todi, thi cdc
tac - tin cay, Tinh thdng tin, Tinh giai tri, Stf phien toai trung tam tie'ng Anh can Irfu y dac die'm
cd dnh hrfdng den y dinh ltfa chpn trung tdm tid'ng Anh cua thdng didp truyen thdng va phrfdng
cua sinh vidn tren dia ban Ha Ndi, theo thtf trf gidm thtfc, thdi diem hien thi thdng diep. Dd
dan. Trong do, Tinh trfdng tac - tin cay cd dnh hrfdng la, thdng tin drfa ra phai dam bao srf chinh
ldn nha't, cdn Srf phien todi cd anh hrfdng tha'p nha't. xdc, htfu ich va dap tfng dtfdc thi hid'u cua
Nhtf vay, co the tha'y rang, sinh vien cd thai dp rat td't ngtfdi diing; lien tuc cap nhat cdc thdng
do'i vdi cdc quang cdo cd tinh ttfdng tac - tin cay va cdc tin lien quan de'n lELTS; chu trpng dau
qudng cao cd tinh ttfdng tac - tin cay se cd tac dpng ldn ttf ca ve mat hinh dnh va each the hidn
den y dinh Irfa chpn ciia hp. cdu chff cua cdc thdng diep qudng cao
Vl vay, de nang cao hidu qua cua hoat ddng qudng nham thu hiit drfdc srf chu y ciia khdch
cdo qua mang xa hpi Faeebook cho Trung tam The hang muc tieu..., tff dd giup gia tang mtfc
lELTS Workshop ndi ridng va cdc trung tam tie'ng dp anh hrfdng cua cdc nhan to' nay de'n
Anh ndi chung, thi viec tang ctfdng cai thien Tinh y dinh ltfa chpn trung tam tieng Anh de
trfdng tdc - tin cay la hd't stfc quan trpng. Cac giai phdp hoc lELTS cua sinh vidn.Q

TAI LIEU THAM KHAO

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