Su khac biét giira nam va nir trong mua sam tric tuyén 6 Viét Nam Neuyén Thanh B§*, Ha Ngge Thing** gay nbn: 21/6/2014 Nagiy han ban sta: 20/7/2014 Neiy duyet ding: 25/7/2014 ‘Tém tit: Di véi cite doanh nghigp ban 1é, hidu bide hank vi ngudi tiéu ding la diéu kign tién quyét dé doanh nghiép tin tai va phat tién trong mai trading kinh doanh truyén thOng cling nhu trong mdi truéng trec tayén. Do dé, muc dich cia bai viét ndy Id nghién hank vi mua sdm trac tuyén cia cde nhém Khich hang co gidi tink khéc nhau, Trén co sé d6, dé xudt mét s6 gidi php nham thie dy Khdch hang mua sion tree tuyén nhiéu hon. Dé dat diege nhiong muc teu ndy, nghién cin si dung phuzong phip didu tra bing bang cltu hoi. Céc bang Adi ndy duege thu thép trac tiép va qua mang Internet Két qué thu vé duge 221 phiéu hop Ié va két qué phan tich cho thdy c6 sy Khie biét vé ching logi hang hoa va tdn sudt mua sim trec tuyén gitta khich hang nam va nit. Tir khéa: giéi tinh, khéch hang, mma sim trye tyén. 1. Dit van a8 Mua sim trgc tuyén di tré think mt phuong thire mua sim phé bign va ngay cang phat trién trén thé giéi cing nhw tar Viét Nam. Ti 18 ngwoi tiéu dimg mua sim trye tuyén khéng ngimg gia ting theo thoi gian. Tuy nhién, ti lé nguéi tigu ding Viet ‘Nam tham gia mua sim tryc tuyén van con th4p hon rit nhidu so véi cae nude trong khu vuc va trén thé gidi (Asia digital marketing association, 2012). Mét trong nhiing nguyén nhdn quan trong ciia van dé nay 46 1a nhimg ngudi ban hang tryc tyén chua thye sur am hiéu khéch hang muc tiéu cia minh. Do 46, €é thu hut va khuyén Khich khich haag mua sim tre tuyén nhigu hon thi nghién cu hanh vi cia ho digu khéng thé thiéu 46i véi cde doanh nghiép va ca nhan ban hing truc tuyén. Boi vi, hiéu biét nai tiéu ding lé vin d8 then chét, la diéu kign tién quyét 4é c6 thé thanh céng trong mér trong canh tranh ngay cang gay git (Vi Huy Thong, 2010). Toy nhién, hanh vi nguoi ti8u ding Iai chiu an hudng ‘Sd 205(1D) thang 7/2014 58 béi nhiing dic diém cé nhén nbu: gii tinh, d6 tub, trinh 46 hoc van,... Vi vay, nghién ciru hanh vi moa sim tryc tuyén cia céc nhém khéch hang c6 giéi tinh khéc nhau 1a diéu cn thiét 461 véi cdc doanh nghigp va ca nhdn ban hang tryc tuyén trong viée am hiéu khach hang mye tiéu cua minh. Mac du, trén thé giéi hign nay da c6 rit nhidu céng trinh nghién ctu vé hanh vi mua sim trye tuyén gitta cdc nhém khach hang co giéi tinh khéc nhau nhung két qua cita cdc nghién iru nay vin tin tat si khde biét, m6t trong nhiing nguyén nhén gay ra sit khdc bigt nay la do sy khac nhau vé vn héa gitta cde quéc gia (Chau vA cOng sy, 2002; Ko vi cong sy, 2004; Park va Jun, 2003; Zhou va cOng st, 2007), Do dé, Delafrooz va cng sy (2010) cho ring, mua sém tnye tuyén vin cin phai nghién ciru ky hon trong béi canh cy thé & céc quéc gia khéc nhau. Chinh vi vay, nghién ciru hanh vi khéch hang mua sam tryc tuyén trong diéu kién, hoan cdnh cy thé cia Viét Nam kh6ng nhimg cé ¥ nghia vé mitthyc tién ma cén déng gop vé mit ly luén nhim bd Sung va hoan thign hon nia két qua ctia cdc cong trinh nghién ciru made diy, Xuit phat tir nhimg ly do trén, bai viét nay sé tim hiéu sy ikhée biét trong hanh vi mua sfim tryc tuyén cia cée nhém khdch hang c6 giéi tinh khéc nhau, Trén co s6 46, 8 xudt mot sé giai phap cho céc doanh nghigp va cé nhén ban hang truc tuyén ahim thic day khéch hang tham gia mua sim true tuyén nhidu hon, 2. Téng quan cdc cong trink nghién cia Hanh vi mua sim truc tuyén chju sy téc dGng ota rat nbiéu nhén té. Theo Nguyén Thi Bao Chau va Le Nguyén Xudn Dao (2014), hanh vi mua sim true tuyén cia ngudi tién ding chiu sy tic dong cia céc ohan t6 nbu: rii ro vé ti chinh va sin phim, da dang vé Iya chon hang héa, niém tin, tinh dép img cia trang web, ri ro vé ian, sy thoai mai, sy thug tign, gid o4,... Tuy nhién, hai téc gid nay chua dé cap dén sy khdc bigt trong hanh vi mua sim trac tuyén gitta nhimg khéch hang cé gigi tinh khéc hau, Trong khi dé, nhiéu tac gid cho ring gidi tink 1a mét trong nhig dic diém c4 nhan cia khdch hang 6 anh buéng rat l6n dén hank vi cia ho (Burke, 2002; Doolin va céng sy, 2005; Goldsmith va Flynn, 2005; Hasan, 2010; Kau va céng sy, 2003; Rodgers va Harris, 2003; Venkatesh va Mor- Bang 1: Thong ké ca ris, 2000; Wu, 2003; Yérlik va ong sy, 2011). Do vay, nghién ctu hanh vi mua sém tryc tuyén gitta céc nhom khdch hang ¢6 giéi tinh khac nhau 4a duge rit nhidu nghign cim thye hién, Cée nghién citu nay phan tich the dng cia giéi tinh dén hanh vi mua sim tryc tuyén & rat nhiéu géc d6 khac nhau, Mét sé nghién citu coi gidi tinh 1a bién kiém soat (Venkatesh va Morris, 2000; Yeh va cong sy, 2012), mét s6 nghién ctu khic lai coi day la cdc bién ddc lap (Cho va Workman, 2011; Doolin va céng sy, 2005; Wu, 2003), mét s6 nghién ctu coi day la nhiing nhan té tic dong tryc tiép dén hanh vi mua sdm tryc tuyén (Doolin va c6ng su, 2005), trong 46 mGt s6 nghién citu Iai coi day 1a nhimg nan téc dGng gin tiép dén hanh vi mua sim tryc tuyén eila khdch hang (Cho va Workman, 2011; Wu, 2003). Mac da da cé rit nhiéu céng trinh nghién ciru vé méi quan hé gitta gidi tinh cia khach hing va hanh vi mua sim trye tuyén cia ho nhung két qua ciia cic nghién tru nay vin con tan tai mét sd khac biét nhdt inh (xem bing 1). Theo Hemandez va cong sx (2011), hanh vi mua sim tye tuyén hién tai va tuong lai khéng chju su tie dong béi gidi tinh chia hich bang. Tuy nhién, mét s6 nghién citu Iai cho ring nam gi6i mua sim tryc tuyén nhiéu hon nit Woolin va cong sy, 2005; Hasan, 2010; Rodgers va Harris, 2003; Venkatesh va Morris, 2000; Wu, 2003; ic nghién etfu e6 lin quan Két lun The gid ‘Nam giéi mua sim tryc tuyén hon nit gigi ‘Wa (2003) Venkatesh va Morris (2000) Rodgers va Harris (2003) Hasan (2010) Yorik va cong su (2011) Doolin va céng sy (2005) Phy nit mua sam true tuyén hon nam giéi Kau vi cng sy (2003) Goldsmith va Flyna (2005) Burke (2002) Giéi tinh khéng anh hudng dén hah vi mua sim rye tuyén Hernandez va cing su (2011) ‘Ngudn: Nhom tic gi tong hop tir ede nghién otra triée day (6 205(1D) thang 772014 59 ih tésPhat (rinYérik va cong sy, 2011). Nguge lai voi quan diém trén, mét sé nghién cir lai cho ring kha nang mua sim true tuyén cia nit gidi cao hon nam gidi (Burke, 2002; Goldsmith va Flynn, 2005; Kau va céng sy, 2003). Xudt phat tir nhimg diém con chwa théng nhat trong céc céng trinh nghién eifu treée day vé hanh ‘vi mua sam tre tuyén cua nhing nhém khach hang 6 giéi tinh khae nhau, bai viét nay sé tim hiéu sy khac biét trong han vi mua sim tryc tuyén gitta cic nh6m khach hang c6 gidi tinh khic nhau trong béi canh cu thé cita Viét Nam, Qua 46, gittp cic doanh nghigp va cé nhan ban hang tryc tuyén am hiéu hanh vi cia nhimg nhom khach hing cé gidi tinh khée nhau. Va trén co so dé, nhom tac gid dé xuit cdc gidi phép nham thic day khch hang tham gia mua sim tye tuyén nhiéu hon, 3. Phuong phap nghién cou Sau khi tién hanh nghién ciru tai ban tir céc nguén dir ligu thir cap, nhom tic gid tién hinh phéng van su 10 khdch hang - nhimg ngudi thudng xuyén sir dung Intemet vao muc dich mua sim. Dya trén két qua nghién cifu tai bin va phéng van séu nhém tic gid tién hanh xay dung bang hoi dé phuc vu céng tic igu tra trén dign réng, Tnrde khi tién hinh trén dign rng, phiéu dicu tra duge giti téi mét sé Khach hang dé kiém dinh thit. Vé co ban phiéu digu tra duge chap nhan, chi phai diéu chinh mét s6 van @ lién quan dén ngit nghia dé ngudi tra Loi trénh higu sai ¥ nghia cita cdc cau hdi va thay d4i thidt ké Hinh 1: Tile khach hang sit dung i ‘mét 6 cau hoi dé thugn tién cho vige tra 16% edu hi, Mau nghién ciru duge lay theo phyong phi thudn tign tir tong thé nhimg khéch hang sir dyog Internet tai Vigt Nam. Céc bang hoi duge git tye tiép va théng qua mang Internet (thu dién ti, mang xa hi va cae dién dan) dén céc A6i tugng nghién cima. Théi gian thu thap dir ligu duge thyc hign ti thang 3 dén thang 9 nam 2013. Két qua thu duge 88 phiéu qua mang Internet va thu duge 182 phidy bing phuong phép true tip. Tat ca cae phiéu duge thu thap qua mang Internet déu hop 18, béi vi ngwai trd loi phai dign day dit théng tin méi c6 thé gi phiéu di duge. Trong sé 182 phiéu thu thép bing phuong true tiép c6 49 phiéu khéng hop 1é do thiéu théng tin, tit ca cdc bang hoi nay d& durge Logi bi tnaée Khi tién hanh xir ly dit ligu. Do 46, sé luong bang hoi chinh thite durge dura vao sir dung 48 phin tich li 221 bang, bao gém 88 bang thu thap qua Internet vi 133 bang thu thap tre 4. Tae dng cita gidi tinh dén hanh vi mua sim teye tuyén Theo két qua diéu tra cia nhém tic gid, trong tong sé 221 ngudi sir dung Internet & Viét Nam, 06 137 ngwoi sir dung internet vao muc dich mua sim truc tuyén, chiém khoang 62%, sé ngudi sir dung internet nhumg chia bao gig’ mua sim tre tuyén Ib 84 ngudi, chiém khoang 38%, Trong sé nhing khach hang sir dung Intemet vio muc dich mua sim tryc tuyén, ti 1¢ mua sim cia khach hang nam gigi cao hon ti lé mua sim cla fernet vao myc dich mua sim tryc tuyén $6 205(1D thang 7/2014 Nguén: Theo sé ligu diéu tra cia nhom tac gid Aine hal ret‘Hinh 2; So sinh ti 1g mua sim tryc tuyén gitra nam va nir Khach hang nit giéi. Tuy nhién, sy khae bigt nay 1a khéng qua lén. Theo két qua diéu tra, ti 1@ khach hang nam giéi mua sim tye tuyén chiém khoang 53%, trong khi ti 1@ khéch hang ni gidi chiém khoang 47%. Két qua nay mét phan xudt phat tir thoi quen kiém tra hang héa true tiép trade khi mua sim, Tra léi cau hoi “Nhimg ly do khién anh/chi khdng mudén mua sm qua Internet”, c6 khodng hon 76% khach hang nit gidi cho biét ly do ho khong mua sm tne tuyén La khong duge nhin tryc tigp va thir san pham nhu trong mua sim truyén thong, Hinh 3: So sénh cudng dj mua Ngudn: Theo sé ligu diéu tra cia nhém tac gid trong khi dé, con sé nay ciia khach hang nam gidi Khoaing 65%. Mie do ti 1é mua sim tryc tuyén cia khich hang nit thép hon nam nhung euéng 46 mua sim truc tuyén trong nam vira qua cia nit gidi cd xu hudng. cao hon nam gidi. Tuy nhién, sy chénh Iéch nay cing khéng qué lon. 100% khach hang ni giéi (hing ngudi da timg mua sim trye tuyén) di mua sim tryc tuyén it nhat mét lan trong nim vita qua, Trong khi d6, khoang 5% khach hang nam gidi (nhimg ngudi da timg mua sim tryc tuyén) da sim trye tuyén giira nam va nit 60.0% 50.0% 47.2% 47.7% 40.0% 30.0% 20.0% 10.0% 5.6% (A 0.0% Fae way 8 20.8% 23.1% Olin 1-2 lan 3-5 lan Hon 5 lan @Nam ONT Nguén: Theo sé ligu diéu tra cia nhém tic gid Sé 205(11) thang 7/2014 61 inh tePhat trienHinh 4: Céc san phdm thurong duge mua sim true tuyén 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Séch, Quando, Phan bao, tap sin phdm cing, chia; thal phn Ung ligu trang = mém = dung may tinh cho dién thogi dong Phan Amnhac, Cécdich Luong Giadyng Khaéc mém phimanh wy tai 4GA.2% 4.6% ay thyc, chinh, — thi gan oh hang, bao hiém khong tiép tuc mua sim truc tuyén trong nim via qua. Ciing theo két qua diéu tra, ti 18 khach hang mua sim truc tuyén tir 1 dén 2 lan trong ndm vira qua khoing 47,2% trong khi con s6 nay cla nit gidi Khoéng 47,7%. Khoang 20,8% Khéch hang nam gidi mua sim true tuyén tir 3 dén 5 lin; trong khi nit giéi khoang 23,1%, Twong ty, khoang 26,4% khach hang nam gidi da mua sim tre tuyén hon 5 lan trong ndm vita qua; ti 18 nay ctia khdch hang ni khoang 29,2%. Tan sudt mua sim tree tuyén cia khdch hang ntt gigi cao hon nam gidi mot phin do céc sin phim duge khéch hang nit giéi va chugng mua sim tre tuyéo 1 nhimg sin phim duge sit dyng thuémg xuyén hang ngay nhu: luong thu, thyre phd, Céc sin phim thudug duge mua sim tryc tuyén fing c6 sy Khée bigt rd ring gitta khach hing nam va ni. Quan 4o va cdc sin phdm thoi trang la nhimg sin phim duge khich hing ec nam va nit thing xuyén mua sim trye tuyén véi ti 1g tuong img 1a 63.1% va 68,1%, Tuy nhién, khach hang nam giéi 6 xu hung mua sich béo, tap chi, tdi ligu, phin cing, phan mém may tinh va cde img dung cho dién thogi di dng cling nhu cée dich vy ti chinh nhigu hon nit giéi. Trong khi 46, lvong thyc, thyc phim, 4m nhac va phim anh la nhiing sin phim durge (Sb 205(LH thing 72018 62 Neudn: Theo s6 ligu diéu tra cia nom the git ‘khdch hang nit giéi mua sim true tuyén ahitu hoo, 5. két Ingn va kién nghi Ti 1é mua sim tryc tuyén va tin sudt mua sim truc tuyén cia khich hang nam va nit 06 su ke nhau, khach hang nam gidi cé xu huéng mua sim true tuyén cao hon nit gidi nhung tin sudt mua sim cia khéch hang nif Iai c6 xu buéng cao hon nam gi6i. Tuy nbién, sy chénh Ich nay 1a khong qué lon. Do 46, trong giai doan hign nay, céc doanh ngbitp va ca nhan ban hang true tuyén nén 06 théi 49 mt én hai nhém khéch hang nay nh nau. Mit Khéo, ching logi sin phim thyéng duge mua sim ‘trye tuyén boi hai nhém khach hang cé sy khac bigt 18 rét. Vi vay, 48 thu hdt Idhdch hang mua sém trye tuyén nhiéu hon, céc doanh nghiép va cd nhda bin hang qua mang can chi ¥ Iva chon chiing loai sin pham phi hep véi nhu cdu hai nhom khdch hing nay. Trén phuong dién If thuyét, tt cA cde sin pham duge ban theo cach truyén théng déu cé thé ban qua kénh tryc tuyén. Tuy nhién, do dic diém cia timg Jogi sin phim va dc diém gigi tinh cia khéch hing nén cé nhiing san phim duge nhém khéch hang nat gidi va chugng mua sim qua kénh tryc tuyén hon nnhom khach hang nit gigi nhu: sich béo, tap chi, ti ligu, phan cimg, phan mém may tinh, phin mém Kink ésPhad tiimg dyng cho dign thogi va hang gia dung. Trong khi d6, nhéng sin phdm duge nhém khdch hang nit gidi ua chugng mua sim qua Intemet hon nhom khach hang nam gidi 1a: san phdm thai trang, quin 4o, ém nhac, phim anh va Inong thye, thye phim, Do dé, cde doanh nghigp va cd nhin bin hang ‘tryc tuyén cdn phai lua chon nhitng san phim dé ban qua mang Internet phi hgp voi khéch hang mye tiéu cia minh, Hodc khi di Iya chon duge sin phim 48 ban tryc tuyén thi phai xéc dinh ding khdch hang cho nhimg san pham do. Déng thei qua 46 dé xdc dinh céc bign php marketing phi hgp véi nhimg nhém khach hang khée nhau. Hon nia, dé thy bit Khach hang mua sim tye tuyén nhiéu hon, trade mit céc nha ban 1 tryc tuyén nén Iya chon nhing sin phim duge khdch hang wa chugng mua sim qua kénh tryc tayén nhu quan do, sin pham thoi trang, sich, bio, tap chi, linh kign may tinh, phdm mém (mg dung cho may tinh va dign thogi di déng hay hong thyc, thyc phim. Khi khach hang cé thai 46 tich eye hon véi mua sim tryc tuyén thi c6 thé phat trién phuong thite ban hang nay cho tit e céc logi san phim cé nhu cau trén thj trong. Tai ligu tham khio Asia digital marketing association (2012), Asia Pacific digital marketing yearbook 2012, Asia Pacific. Burke. R. R, (2002), ‘Technology and the customer interface: what consumers want in the physical snd virtual store’, Journal of the academy of Marketing Science, 30{4), 411-432. Chau, P. Y., Cole, M., Massey, A. P., Montoya-Weiss, M., & O'Keefe, R, M. (2002), “Cultural differences in the online behavior of consumers’, Communications of the ACM, 45(10), 138-143. Cho, S., & Workman, J. (2011), ‘Gender, fashion innovativeness and opinion leadership, and need for touch: Effects ‘on multi-channel choice and touch/non-touch preference in clothing shopping’, Journal of Fashion Marketing and Management, 15(3), 363-382. Delafrooz, N., Pam, L. H., & Khatibi, A. (2010), ‘Students’ Online Shopping Behavior: An Empirical Study’, Jour- nal of American Science, 61), 137-147. Doolin, B., Dillon, S., Thompson, F., & Comer, J. L. (2005), ‘Perceived risk, the Intemet shopping experience and online purchasing behavior: A New Zealand perspective’, Journal of Global Informanon Management (GIM), 13(2), 66-88. Goldsmith, R. E., & Flynn, L. R. (2005), “Bricks, clicks, and pix: apparel buyers’ use of stores, internet, and catalogs compared’, International Journal of Retail & Distribution Management, 33(4), 271-283. Hasan, B. (2010), ‘Exploring gender differences in online shopping attitude’, Computers in Human Behavior, 26(4), 597-601. Heméndez, B., Jiménez, J., & Martin, M. J. (2011), “Age, gender and income: do they really moderate online shop- ping behaviour?”, Online Information Review, 35(1), 113-133. Kau, a, Tang, E., & Ghose, S (2003), “Gender differences in onfine buying attitudes and behavior’, Proceedings of The Academy of Marketing Science Conference 2003, 195. Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004), ‘Cross-cultural differences in perceived risk of online shopping’, Journal of Interactive Advertising, 4(2), 20-29. Nguyén Thj Bao Chau va Lé Nguyén Xuan Dao (2014), ‘Phin tich céc nhén té anh huéng dén hanh vi mua sim tre tuyén ca ngudi tiéu ding thanh phd Clin Tho’, Tap chi Khoa Age Tredng Dai hoc Can Thor, 30 (2014): 8-14. Park, C., & Jun, J. K. (2003), *A ctoss-cultural comparison of Internet buying behavior: Effects of Internet usage, per- ceived risks, and innovativeness’, International Marketing Review, 20(3), 534-553 Rodgers, S., & Harris, M. A. (2003), ‘Gender and e-commerce: an exploratory study’, Journal of advertising research, 43(03), 322-329. 86 20511) thang 7/2014 63 inh tecPhat trién‘Vii Huy Thong (2010), Gido erinh Hanh vi ngwoi tiéu ditng, Nxb Bai hoe Kinh té quéc dan, Ha Néi. ‘Venkatesh, V., & Morris, M. G. (2000), “Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior", MIS quarterly, 115-139. ‘Wu, S. 1. (2003), “The relationship between consumer characteristics and attitude toward online shopping’, Marte. ing Incelligence & Planning, 21{1), 37-44. Yeh, J. C., Hsiao, K. L., & Yang, W. N, (2012), ‘A study of purchasing behavior in Taiwan's onfine auction web. sites: effects of uncertainty and gender differences’, Internet Research, 22(1), 98-115, ‘Yariik, D., Diindar, S., Moga, L. M., & Neculita, M. (2011), ‘Drivers and Attitudes towards Online Shopping: Com- parison of Turkey with Romania’, Commumcations of the IBIMA, 2011. Zhou, L., Dai, L., & Zhang, D. (2007), ‘Online shopping acceptance mode!-A_ critical survey of consumer factors in online shopping’, Journal of Electronic Commerce Research, &(1), 41-62. Vietnam Understanding consumer behavior is very important for retailers in both online and offline business envi- ronment, Hence, this paper aims to examine the online shopping behaviors of the customer groups with gender difference and suggests some solutions to promoting online shopping. To achieve this objective, a survey using questionnaires was conducted. The questionnaires were sent to the respondents direcily and through the internet, 221 valid questionnaires were collected. The research results show that there are dif- ‘ferences between male and female customers in terms of types of goods purchased and online shopping fe- quency. ST Thong tin tac gid: * Nguyén Thanh BG, gido su, tién st ~ Té chite tée gid céng the: Nha xudt ban dai hoc Kinh té Quée dan ~ Dia chi lién hé: Dia chi email: thdoneu@yahoo.com **Ha Ngoc Thang, thac st ~ To chite tac gid céng tic: Khoa Quan tri kink doanh, trréng dai hoc Kinh té quéc dén ~ Linh vec nghién citu chinh: Quin tri kinh doanh ~ Dia chi lién hé: Dja chi email: hangocthang@yahoo.com Sé 20S(1) thang 7/2014 64 ‘Aina red