Mt cuc kim tra thc nghim v mi lin kt gia cht lng trang web v s hi nhp

v pha trc ca doanh nghip vi ngi tieu dung trn web

Tm tt
Mc ch: Hiu c mi quan h gia cht lng trang web v thi s dng web v
mua hng ca ngi tiu dung.
Thit k/ phng php lun/ cch tip cn: ti liu ny xy dng v kim tra mt m
hnh lin kt bn kha cnh ca cht lng trang web t c nh ca nhng ngi
tiu dng, nhng ngi s dng d liu c thu thp thng qua mt bui kho st.
Pht hin: ch c kha cnh k thut ca cht lng trang web nh hng ti hnh vi mua
ca khch hng mt cch trc tip v gin tip thng qua thi ca h i vi trang
web. Cht lng ni dung c th v cht lng bn ngoi c mt lin h tng i mnh
hn vi thi ca khch hng i vi trang web so vi cht lng k thut v cht
lng ni dung chung.
Hn ch/ Hm ca nghin cu: Th nht, nghin cu hin ti s dng mt mu hc
sinh trong vic kim tra m hnh c c. Trong tng lai, c th cn phn kim tra
li m hnh vi vic s dng mt mu ln hn v ngi s dng web. Th hai, thi
v nh mua hng trc tuyn c th thay i theo thi gian v bi nghin cu ny c th
s cn ng na. Nghin cu trong tng lai c th cn xem xt li mi quan h trc
bng cch s dng mt thit k theo chiu dc.
Hm trong thc t: Ngi ta chng minh c rng bng vic dnh nhiu cng sc
cho vic xy dng mt trang web k thut tt cng vi ni dung hiu qu v thit k thu
ht, mt t chc c th thu ht nhiu khch hng hn n vi vic kinh doanh trc tuyn
v thuyt phc h mua hng.
Ngun gc/ gi tr: Thu hiu c mi lin kt gia nhng kha cnh ca cht lng
trang web v hnh vi mua hng ca ngi sa dng web c th gip t chc bit cch
lm th no ci thin s tng tc vi khc hng. Nghin cu trc y, mc d hu
ch, tht b trong vic nh gi s lin kt quan trng ny. Bi nghin cu ny c gng
kha lp l hng trong phn c s l thuyt.
T kha: Thng mi in t , WWW, mua hng, hnh vi khch hng, cht lng
Loi ti liu: Ti liu nghin cu

1. Gii thiu
Theo nhng ti liu thu nhp c, nhng thng k v internet gn y thc s gy ra
s sng st. Mt vi bo co c tnh rng xp x 1 t ngi s s dng internet v
cui nm nay.Mt vi bo co khc cho rng k t lc chuyn giao ca thp nin ny,
phn tram ngi s dng web mua hng trn internet tng trn ton th gii them
50%. Tuy nhin, mt vi bo co khc cho rng gi tr v tin ca nhng giao dch
mua bn trn web c k vng t 7 nghn t vo cui nm 2004. Hu ht cc t
chc ang ngy cng thc c xu th ny v ang c gng t c nhng li
th ca tim nng to ln ny thng qua vic tch hp cng ngh vo trong hot ng
ca t chc. Tuy nhin, a s cc t chc c mt s thu hiu hn ch v lm th no
thit k mt trang web ly khch hng lm trung m c th gip h thit lp mt
 mi quan h thng mi tt hn vi khch hng ca mnh v bo v cho s thnh
cng ban u ca mng thng mi in t ca h.
May mn l, c mt s quan tm rt ln v khi nim ca cht lng trang web n
t c nhng nghin cu trang web v cng ng doanh nghip. Tuy nhin, nghin cu
trc y, mc d hu ch, tht b trong vic nh gi m hnh lin kt cc kha cnh
ca cht lng trang web n hnh vi mua ca khch hng nhm gip cc t chc
hiu c cch pht trin sp nhp tin vi khch hng ca mnh. Trong nghin
cu hin ti, mt n lc c thc hin nhm m rng nghin cu c bng cch nh
gi s nh hng ca bn kha cnh ph ca cht lng trang web ln thi v ch
mua hng ca ngi s dng web. M hnh c cp xut pht t m hnh Chp
Nhn Cng Ngh ca Davis, cho rng nhng nim tin mang tnh hnh vi ca ngi
dng cng ngh d on thi ca ngi i vi hnh vi v nh mua hng ca
ngi dng web. Thm vo , M hnh ny l thuyt ha rng nim tin v thi
ca mt ngi s nh hng ti nh s dng cng ngh ca ngi . Ngi ta hy
vng rng vi nhng pht hin ca nghin cu hin ti s c th c gi tr cho nhng
t chc quan tm n vic pht trin st nhp v pha trc vi khch hng ca h.
a s cc t chc vn mun hiu su hn v bn cht ca s nh hng ca kha
cnh cht lng ca nhng trang web ln quyt nh mua hng ca ngi s dng
web.

2. Khi qut
Nghin cu c v lnh vc ny c th c phn thnh cht lng trang web hoc l
nghin cu s thch ng ca trang web. Nhng nghin cu tp trung vo cht lng
website thng gy thch th trong nhng vn lin quan n thit k ni bt hoc
l c tnh s dng ca website. V d, Aladwani v Palvia cho rng mt m hnh
cht lng trang web tch hp bao gm mt mt: cht lng k thut, cht lng ni
dung tng qut, cht lng ni dung chuyn bit v cht lng ngoi hnh. Liu v
Arnett xc nh cht lng thng tin v dch v, mc s dng h thng, s vui v
v cht lng thit k trang web l nhng kha cnh quan trong ca mt trang web
cht lng. Huizingh t tn 2 loi cht lng web: ni dung v thit k. Wan nhn ra
4 loi c tnh ca cht lng trang web: thng tin, thn thin, tnh vn p, v s
ng tin. Rose nhn mnh tm quan trng ca nhng c im ca trang web cht
lng nh l tc download, giao din web, chc nng tm kim, o lng s thnh
cng ca web, tnh bo mt, v cc tiu chun internet. Misic v Johnson cho rng
nhng c im cht lng lin quan n trang web nh l tm kim thng tin lin
lc, tm kim trang ch, tc , tnh c o ca cc chc nng, d dng iu hng,
thanh ton, s truyn tin, ch ci, mu sc v phong cch. Olsina ch r nhng c
tnh cht lng ca mt trang web hc thut. Nhng tc gi ny s dng mt gc nhn
mang tnh k thut v nhng yu t c xc nh nh l tnh mch lc bng cch
nhm nhng i tng kim sot chnh, s kim sot trc tip thng xuyn, kim
tra ni dung n nh. Bell v Tang xc nh nhng yu t nh l truy cp trang web,
ni dung, ha, cu trc, thn thin vi ngi dung, s iu hng, tnh hu ch, v
nhng c im c nht. Schacklett xut 9 th thut thit k cht lng cho
mt trang web , bao gm s dng ha v mu sc mt cch hiu qu, truy cp
24/7, d dng s dng v iu hng. Levine a ra vi th thut gip mt cng ty
thit k trang web bao gm tc download nhanh, tnh tng tc v ni dung hin
ti . Wilson khuyn nn trnh 7 li lin quan ti thit k trang web. Bn cnh , da
trn kinh nghim ca mnh, Barron a ra 39 hng dn lin quan ti ha, ch
,lin kt, c v di ca trang v tnh truyn thng a phng tin ca website.
Nghin cu v s thch ng trang web, mt khc, tp trung vo nhng vn lin
quan n cch m khch hng chp nhn vic bun bn trc tuyn. V d, Gefen
nghin cu nhng yu t nh hng n long tin trong vic mua sm trc tuyn.
Heijden v Verhagen phn tch mi quan h gia hnh nh ca ca hng trc tuyn,
thi i vi mua hng trc tuyn v nh mua hng online. Liang v Lai nghin
cu s nh hng ca ng lc, mi trng v nhng yu t giu truyn thng ln
quyt nh mua hng ca khch hng. Liao v Cheung nghin cu nh hng ca s
tin li, tri nghim ngi dng, tnh thn thin, tng quan ngi dng, cht lng
h thng, v tc giao dch ln nh ca khch hng s dng ngn hng in t.
Lin v Wu nghin cu mi lin kt gia cht lng dch v trc tuyn, nim tin vo
trang web, thi s dng trang web, nh s dng trang web, v vic s dng thc
s. Loiacono kim tra s nh hng ca 12 yu t cht lng ln vic s dng li
website. Rangathan v Ganaphathy nghin cu vai tr ca ni dung thng tin, thit
k, bo mt v s ring t gia ngi c nh cao v thp trong vic mua hng t
trang web. Shim nghin cu s nh hng ca chnh sch thng tin , s tn ti ca
800 con s, s ln click, v yu cu thanh cun trang mt bn ln s tha m ca
khch hng. Song v Zahedi pht trin v kim tra thc nghim mt m hnh lin kt
gi ,dch v, nim tin gia ngi vi ngi, tnh t hiu qu, v cung cp thn tin n
phn ng mua hng ca khch hng trc tuyn. Liao v Cheung(2001) kim tra s tc
ng ca chc nng ca sn phm, giao dch an ton, gi, cht lng ngi bn, trnh
IT, mc s dng internet, v tc ca mng ln s sn long ca khch hng i
mua sm trc tuyn trn internet. Tan v Teo(2000) iu tra nhng chun mc mang
tnh thi , ch quan v nhng yu t kim sot hnh vi nh hng n nh s
dng ngn hng in t. Gefen v Straub(2000) nghin cu hiu ng ca vic d
dng s dng v hu ch ca internet ln nh mua hng online ca khch hng.
Gefen(2000) nghin cu s nh hng ca s tng ng, s phn b nim tin v
nim tin ln nh mua hng online ca khch hng. Bellman phn tch nhng yu t
d on hnh vi mua thc s qua web v d nh tm kim thng tin sn phm qua
internet, s lng thng online, s lng mail hng ngy, lm vic trc tuyn hng
tun, c tin tc online, gi lm vic nh,
Ci nhn tng quan trn cho thy rng s thiu st t c s l lun v cht lng
website v nghin cu s tng thch l mt m hnh lin kt mt ci nhn thng nht
v cht lng website n nhng kt qu mang tnh thi v hnh vi ca ngi
dng web. Mt khc, nhng nghin cu trc y v cht lng wesite dng li mt
cht kim tra thc nghim nhng kt qu lin quan n khch hng c th xay ra.
Mt khc, nghin cu trc y v s tng thch trang web cn nhc hnh vi tng
thch ca ngi dng web v mt s hp thnh cc yu t dn n nhng hnh vi nh
vy, nhng s thiu st t danh sch nhng yu t ny l mt ci nhn chc chn v
cht lng ca website, nhng n vp phi nhng vn lin quan n khi nim v
 o lng. Shim v Lind v Wu, v d, tp trung vo vic kim tra 4 c tnh cht
lng , trong khi Liao v Cheung, Gefen v Straub, v Gefen(2000) ln lt tp trung
v 3,2,v 0 c tnh, Liang v Lai(2000), Liao v Cheung(2002), v Song v
Zahedi(2001) nghin cu rng hn ci h tp trung so vi nhng nghin cu khc,
nhng h b l vi yu t quan trng lin quan n cht lng website nh tnh thu
ht, cch b tr website, s tng tc ca website, s dng hp l font ch, mu sc
v truyn thng a phng tin, tm kim thng tin lin lac, ni dung ngn gn, cp
nht ni dung, Khng c nghin cu no c xut xem li v kim tra mang
tnh thc nghim mi lin h gia mt m hnh st nhp ca cht lng website vi
hnh vi mua ca khch hng. Cng trnh nghin cu ny c gng kha lp s thiu
st ca nhng nghin cu trc kia.
3. Thit k nghin cu
Hnh 1 cho thy m hnh nghin cu ca ln iu tra ny. Da trn s xut ca M
hnh chp nhn cng ngh(davies,1989) m hnh hin ti xut rng 4 kha cnh
ca cht lng website nh hng n thi ca khch hng i vi website. Theo
, thi khch hng s nh hng ti nh c mua hng t website mnh va truy
cp hay khng. Hn na, M hnh nghin cu nhn nhn mi quan h trc tip gia
nh mua v vic mua hng thc s t trang web nhng nghin cu hin ti khng
kim tra mi quan h ny bi v nhng hn ch r rng lin quan ti vic chn mu.
M hnh nghin cu, mi quan h, v nhng gi thit s c gii thch chi tit trong
nhng phn sau
3.1 Cht lng k thut
Bng vic s dng cng ngh website, mt t chc c th tip cn n nhng
khch hng tim nng bt c lc no v cung cp cho h khng ch nhng thng
tin chung v sn phm hoc dch v m cn cung cp c hi th hin nhng
giao dch mang tnh tng tc vi khch hng. Trong mt mi trng lm vic
nh vt, nhng c im k thut ca website( bo mt, d dng iu hng, cng
c tm kim,..) tr thnh nhng c im quan trng ca mt web site cht lng,
cho nn, xng ng nhn c s ch ca nhng doanh nghip hng th trong
vic lm business online. V d, mc d c mt vi tin b cng ngh trong vic
gip bo mt trang web trong nhng nm gn y, khch hng vn by t mi
quan ngi v s an ton trong nhng giao dch lin quan n tin bc trn trang
web. Trong mt nghin c gn y. Aladwani( 2001) khm ph ra rng s an ton
chnh l ro cn to ln trong vic thc hin thng mi in t. Gefen v
Straub(2000) tm ra mt mi quan h ng bin cao gia vic s dng website
mt cch d dng v nh mua hng online ca khch hng. Liao v
Cheung(2002) khm ph ra available 24h/7 c 91% p vin cho rng l yu t
quan trng cho vic p dng e-banking, v tm ra rng tc giao dch nh hng
n s sn sang s dng dch v ca khch hng. Liang v Lai(2002) tm ra rng
chc nng tm kim chnh l yu t quan trng thc 2 v iu hng siu lin kt
chnh l yu t th 8 quan trng nht nh hng n s la chn ca hng trc
tuyn ca khch hng. Ranganathan v Ganapathy (2002) tm ra rng s c sn
ca nhng la chn tng tc trn web l mt yu t quan trng lm khc bit
gia nh mua hng cao v thp. Ni tm li, mt trang web vi nhng c tnh
 k thut bn trong c th lm cho khch hng tim nng khng gh thm cc
website khc.
H1a: Cht lng k thut s nh hng n thi ca khch hng i vi
website
H1b: Cht lng k thut s nh hng n nh mua hng t trang web ca
khc hng.
3.2 Cht lng ni dung tng qut
Mt vi nghin cu nhn mnh mt s tht rng xy dng mt website vi
cht lng ni dung chung tiu chun l mt s lng ph ngun lc v lm mt i
c hi trang web thu ht c khch hng. Mt trong nhng giai on
chnh trong tin trnh mua hng chnh l tm kim thng tin, qu trnh m qua
khch hng tm kim v tp hp nhng thng tin ca website. Nu nh mt
website khng p ng c k vng ca khch hng v mt thng tin m h cn
th s bt m c th gy ra nhng phn ng khng hi lng t nhng ngi ang
s dng trang web. Rt kh t c nim tin ca khch hng nu website
cung cp cho h nhng thng tin m h, v ch v khng chnh xc. Gefen v
Straub(2000) tm ra mt mi tng quan t l thun gia tnh hu ch ca ni
dung v hnh vi mua hng. Liao v Cheung(2002) pht hin ra tnh chnh xc ca
ni dung l yu t quan trng nht nh hng n kh nng khch hng s dng
e-banking. Ranganathan v Ganapathy (2002) tm ra rng s hon thin ca thng
tin c cung cp v cng ty v nhng s cung cp l mt nhn t quan trng v
nh mua. Song v Zahedi(2001) tm ra rng s r rng trong ni dung l mt
yu t quan trng nh hng n hnh vi mua hng online. mt trang web c
th to ra thi v hnh vi tch cc , n phi cha ng ni dung ton din, r
rng, thi s, ngn gn v chnh xc.
H2a: Cht lng ni dung tng qut s nh hng n thi ca khch hng
v trang web
H2b: Cht lng ni dung tng qut s nh hng n nh mua hng t
website ca khch hng
3.3 Cht lng ni dung c th
Nhiu nh thit k trang web ng vi vic phn b rng mt web site vi mt
mc cao v cht lng ni dung c th ( tm kim thng tin lin lc, tm kim
thng tin cng ty, tm kim thng tin chi tit sn phm/dch v, chnh sch khch
hng,) c th thu ht nhiu khch hng hn mt trang web lower. iu ny
ng bi v mt website ng vai tr l mt ngi cung cp thng tin v t chc
cho nhng ngi c nhu cu tm hiu. Cho nn, mt website c th thu ht
nhng khch hng tim nng, n phi cung cp cho khch hng nhng thng tin
cht lng v bn thn t chc, sn phm hay dch v, chinh sch khch hng,
thng tin lin lc, Trc khi hon thnh mt giao dch, mt ngi khch hng
thng tm kim v su tp nhng thng tin v cc sn phm khc v nhng nh
cung cp khc. Bellman(1999) tm ra rng tm kim thng tin sn phm thng qua
internet l yu t ch bo quan trng nht ca hnh vi mua hng trc tuyn. Liang
v Lai(2002) pht hin ra rng vic cho php hon tr sn phm l mt yu t
quan trng nh hng n vic la chn e-store ca khch hng. Nu khng c
 nhng thng tin c th ny, mt website c th i din vi mt thch thc to ln
t c mc tiu ca n l thu ht hnh vi mua ca khch hng.
H3a: Cht lng ni dung c th s nh hng n thi ca khch hng
i vi trang web
H3b: Cht lng ni dung c th s nh hng n nh mua hng t
trang web ca khch hng.
3.4 Cht lng ngoi hnh
Cht lng ngoi hnh( Tnh thu ht, t chc, s dng hp l font ch, mu sc ,
thieetskees ) l mt kha cnh quan trng khc ca cht lng website m c th
c s dng nh l mt cng c trong mt website thu ht c s quan tm
ca ngi dng. Heujden v Verhagen (2002) tm ra rng vic tn hng mua
hng online l mt ch bo quan trng trong xc nh thi khch hng i vi
vic mua hng online. Liang v Lai (2002) tm ra rng cch t chc sn phm l
l yu t quan trng th 4 v kt cu ng nht l yu t quan trng th 9 nh
hng nh vic la chn ca hng trc tuyens. Ranganathan v Ganapathy
(2002) tm ra s hin din ca s h tr trc quan l yu t quan trng th 3 gip
phn bit gia nhm c nh mua cao v thp. Rt kh c th gi c s
ch ca khch hng nu nh website qu bnh thng. Tng t, rt kh
thuyt phc khch hng tip tc nhn vo mt trang web vi mu sc km thn
thin, hoc vi cch thit k khng ng nht. Website nn tp trung vo khng
ch yu t k thut v ni dung v cn phi c ngoi hnh c th hon thnh
mc tiu ca chng l mang li nhng thi tch cc v hnh vi mua hng ca
khch hng
H4a: Cht lng ngoi hnh nh hng n thi ca khch hng i vi
trang web.
H4b: Cht lng ngoi hnh nh hng n nh mua hng t web ca
khch hng

3.5 Thi
Ch nhng nghin cu gn y v nghin cu thc nghim c nhn n trong
phn tng quan o lng v kim tra s nh hng ca thi khch hng i
vi trang web n nh mua hng t website. Heijden v Verhagen(2002) tm ra
rng thi i vi vic mua hng trc tuyn ng vai tr l mt ch bo quan
trng cho nh mua hng trc tuyn.Lin v Wu (2002) v Song v Zahedi(2001)
cng tm ra kt qu tng t. Nhng nghin cu cn li xem xt mi quan h
gia nhng yu t nim tin khc nh l tnh hu dng nhn c, tnh d s dng,
lng tin v nh mua hoc l mi quan h trc tip gia nhng kha cnh ca
cht lng website v nh mua. Cho nn, da trn nhng tm kim ca Heijden
v Verhagen(2002), Lin v Wu(2002), v Song v Zahedi(2001), mt mi tng
quan thun gia thi khch hng i vi trang web v nh mua hng t
trang web cng c d on trong bi nghin cu ny
H5: Thi s nh hng n nh mua ca khch hng t website
4. Methodology
4.1 Thit k mu v thc nghim
 p vin c chn tr li bng cu hi l hc sinh c chn ra t 3 phn
khc nhau ca h thng thng tin ti mt trng thng mi. Ngi nghin cu
tun theo 3 cch thc tng t trong ba cng on thu nhp d liu, c thc
hin trn cng mt phng my tnh c kt ni internet. Tt c my tnh c nhn
trong phng nghin cu c thng s k thut ging nhau, h iu hnh nh nhau
v c cng trnh duyt internet. Trc khi thc hin bng cu hi, ngi tham gia
c yu cu c mt bn tm tt v bi nghin cu v c hng dn tm
kim, truy cp, v iu hng thng qua website ca mt ca hng sch ni ting.
Ngi nghin cu sau cung cp nhng cng c cho ngi tham gia v hng
dn h tm kim v yu cu bt c cun sch MS Office no m c th c s
dng trong nhng kha hc m h ang hc, nhng dng li trc khi thc s
mua n. i vi tt c nhng phn m tc gi trnh by tr li cu hi v
cung cp bt k s tr gip cn thit no. 104 ngi s dungh web tham gia v
nhng hi p khng s dng c c thu thp t 101 ngi . Tt c nhng
nhng hc sinh trong phm vi mu c tui t 18 n 21. Mt cch tng i, 64%
p vin l n v 36% l nam. Trong s nhng hc sinh tham gia, a s ang theo
hc ngnh kinh doanh. 21 trn 101 p vin miu t bn thn mnh c mt vi
kin thc v internet, 47 ngi cho rng h c mt nn tng kin thc v internet,
v s cn li,33 ngi, cho rng mnh c kin thc su rng v internet.
4.2 Thang o
Ba cng c c s dng vn hnh nghin cu bin s. u tin, mt thang o
bao gm 25 ch bo v cht lng k thut, cht lng ni dung chung, cht lng
ni dung ring bit v cht lng ngoi hnh c s dng o lng cht
lng website. Gia tr Cronbachs alpha cho thang o l 0.90; v i vi 4 yu
t kia th Cronbachalpha ln lt bng 0.91, 0.85,0.91,0.87. Th hai, mt thang
o gm 2 ch bo c s dng o lng thi ca khch hng i vi trang
web. 2 ch bo l
(1) Gh thm trang web ny l mt tng hay
(2) Ti hon ton khng tha mn vi vic gh thm trang web ny
Mt phn kim tra tin cy bng cch s dng Cronbachs alpha cho kt qu
0.81. Nhng ch bo c o lng s dng thang o 7 im (1 strongly
disagree n 7- strong agree). Cui cng, mt thang o 2 ch bo khc c s
dng o lng nh mua t trang web ca khch hng. 2 ch bo l
(1) Ti khng c nh mua t website bt c lc no trong tng lai
(2) Ti s mua t website vo lc no trong tng lai

Gi tr Cronbachs alpha o c l 0.84. Nhng ch bo c o lng da

trn thang 7 im t 1 n 7.

5. Phn tch v Kt qu
5.1 Gi tr bit thc v gi tr hi t
Gi tr hi t v gi tr bit thc ca cu trc c o lng bng cch nhp tt c
ch bo vo mt h thng phn thch thnh phn c bn vi phn tch nhn t
 khm ph tm ra nhng yu t cn n giu di cu trc. Khng c tiu chun
tuyt i no cho nhng iu n bn trong c chp nhn, s la chn da trn
s nh gi, mc ch nghin cu, v nhng nghin cu trc . Bi v mc
ch ca bi nghin cu ny l nh gi nhng nhn t quan trng nht trong vic
hiu c gii php cho cc yu t, mt im ct vi gi tr 0.50 cho nhng ch
bo v gi tr ring bng 1 c s dng. Tt c nhng thang o c a ra c
tnh gi tr hi t v gi tr bit thc. Trong mi ln chy phn tch d liu, mi
thang o u hi t r rng trn cng nhng yu t i din cho nhng ch bo
ny. Bng 1 cho thy c 6 yu t, cng nhau gii thch gn 70% s bin thin.
Bng ny cng tm tt thng k m t ca 6 yu t ny.

5.2 Kim tra m hnh

M hnh nghin cu c kim tra bng cch s dng hi quy tng bc. T
bng II c th thy, cht lng k thut (=0.192, p<0.05), cht lng ni dung
chung(= 0.183, p<0.05) , cht lng ni dung chuyn bit(=0.211, p<0.05) v
cht lng ngoi hnh(=0.209, p<0.05) l nhng ch bo quan trng ca thi
khch hng i vi trang web. Nhng bin ch bo gii thch xp x 26% phng
sai trong thaias . Kt qu cung cp h tr cho vic kim nh cc gii thuyt
H1a, H2a, H3a, v H4a. Kt qu c thng bo trong bng II cn cho thy rng
ch c thi khch hng i vi website(= 0.338, p<0.01) v cht lng k
thut(=0.308, p<0.01) c mt tc ng to ln n nh mua t trang web ca
khch hng. Cu trc trc gii thch gn 27% s bin thin trong nh mua ca
khch hng. Da trn nhng kt qu ny, gi thuyt H1b v H5 cng c ng h.
Kt qu phn tch khng ng h gi thuyt H2b,H3b v H4b.
6. Tho lun v kt lun
Mc tiu ca bi nghin cu ny l tr li mt cu hi duy nht: liu rng cht
lng dch v c phi l mt iu kin tin quyt cho vic st nhp v pha trc vi
khch hng ca doanh nghip. Trong mt n lc tr li cu hi ny, tc gi nh
gi s nh hng ca mt ci nhn thng nht v cht lng website n hnh vi mua
ca khch hng. c bit, bi nghin cu cng khm ph ra vai tr ca bn kha cnh
ca cht lng website bao gm cht lng k thut, cht lng ni dung chung, cht
lng ni dung ring bit, cht lng ngoi hnh trong vic d on hnh vi ca
khch hng i vi website v nh mua t website . Tm li, nhng cuc kim
tra ng h mt tin rng cht lng website chnh l iu kin tin quyt cho vic
st nhp v pha trc vi khch hng ca doanh nghip. C th hn, nhng phn tch
thc nghim cho thy 2 pht hin th v. Th nht, cht lng k thut l kha cnh
duy nht ca cht lng dch v nh hng n hnh vi mua hng mt cch trc tip
v gin v gin tip thng qua thi ca khch hng i vi website. Th hai, cht
lng ni dung ring bit v cht lng ngoi hnh c pht hin l c mt tc ng
tng i ln hn n thi i vi website so vi cht lng k thut v cht lng
ni dung chung.
Mc d nhng pht hin trong bi nghin cu ny gip ch trong vic hiu c mi
quan h gia cht lng website v hnh vi mua ca ngi dng web, vn cn mt s
hn ch cn c gii quyt trong nhng bi nghin cu trong tng lai. u tin, bi
nghin cu hin ti s dng mt mu hc sinh kim tra m hnh. Nhng hc sinh
c s dng trong vic iu tra c th khng i din c cho s lng ngi s
dng website. Trong nghin cu tng lai, c th cn phi kim tra li m hnh
bng cch s dng mt mu c tnh i din hn v ln hn. Th hai, thi v ch
i vi vic mua hng online c th thay i theo thi gian v c th bi nghin cu
ny s khng cn gi tr na. Nghin cu tng lai cn phi xem xt li mi quan h
gia cht lng website v hnh vi mua ca khch hng theo thi gian thng qua mt
hay nhiu s iu tra theo chiu dc.
Kt qu c th hu ch cho t chc mun xy dng mt mi quan h thng mi vi
khch hng ca mnh. Ngi ta chng minh c rng bng cch ch trong vic
xy dng mt trang web c cht lng k thut ti cng vi ni dung hiu qu v thit
k bt mt, mt t chc c th ko khch hng n vic s dng mua bn trc tuyn
v thuyt phc h mua hng trn trang web. c bit hn, t chc phi chc chn lp
ra mt website khng c thiu 4 yu t trn. Nu t chc nhn thy website ca
mnh thiu nhng yu t trn, h phi c nhng hnh ng thch hp b lp nhng
thiu st v cht lng ny. Bn cnh , t chc cn phi nhn ra rng 4 kha cnh
cht lng ny khc nhau v mt tm quan trng trong vic to ra nhng thi tch
cc i vi trang web v nh mua ca khch hng. V d, Cht lng ni dung
chuyn bit v cht lng ngoi hnh c xem l quan trng hn trong vic d on
thi i vi trang web ca khch hng hn l yu t cht lng k thut v cht
lng ni dung chung. S pht hin ny kt hp cng vi li xc nhn ca
Gefen(2000) rng quen thuc vi doanh nghip tng, v d thng qua ni dung
ring bit v hiu qu, c th xy dng nim tin ca khch hng tim nng v khuyn
khch h mua hng t trang web. N cng c xc nhn rng tm quan trng ca
thit k hiu qu v tnh sinh ng trong vic thu ht ngi dng n vi website.
Tuy nhin, bn cnh vic ch n vic xy dng website vi ni dung chung cng
nh ring ph hp v cht lng ngoi hnh, t chc cng khng c qun rng
nh mua hng ca ngi dng t trang web b nh hng ti s nhn thc ca ngi
vi cht lng k thut ca trang web . Cui cng, rt quan trng cho mt t
chc xt dng mt website c cht lng tt v thuyt ngi dng nhng c tnh
k thut tt ca n. Trong khi tc gi ngh rng t chc cn phi trang tr website
mt cch hiu qu, ng y cng khuyn h khng nn b qua tm quan trng ca
nhng yu t k thut cn thit cho mt trang web; tp trung vo nhng iu c bn
khng phi l mt chin lc li thi thm ch trong k nguyn ca internet.