Thái độ của giới trẻ Thành phố Hồ Chí Minh đối với các phương thức quảng cáo trên truyền hình

B(> GIAO DVC VA DAO T~O

TRUONG DAI . . HOC MO THANH PHO HO CHI MINH

NGUYEN DUONG QUAN

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THAI DO CUA GIOI TRE TP. HO CHI MINH

DOI vm CAC PHUONG THUC QUANG cAo TREN

TRUYENHINH

TR~ONG D~I HOC Md TP .HCM

Chuyen Nganh : Quan tri kinh doanh

Ma s6 chuyen nganh : 60 34 05

LU~N VAN TIL;.C Si QUAN TRJ KINH DOANH

NguCri hu6ng d~n khoa hQc:

TS. HO.ANG THJ PHUONG THAO

TP. Hfi Chi Minh, Nam 2013

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LOI CAM BOAN

Toi cam doan r~ng lu~ van "Thai d9 cua gi6i tre Tp. H6 Chi Minh d6i v6i cac

phuong th(rc quang cao tren truy~n hinh" la nghien Clru Cua chinh toi.

Trir nhfrng tai li~u tham khao duqc trich ddn, toi cam doan rkg toan phAn hay

nhfrng phk nho CUa I~ van nay chua tirng duqc cong b6 ho~c duqc SU d\lllg.

Khong c6 nghien Clru nao cua nguai khac duqc SU d\lllg trong lu~n van nay ma

khong duqc trich ddn theo dilng quy dinh.

L~ van nay chua bao gia duqc n9p dS nh~n bAt kY b~ng dp t?i bAt kY truang

d?i hQc ho~c ca s& dao t?o nao khac.

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LOI CAMON

D8 hmm thanh lu~n van nay, toi xin chan thanh giri l<'Yi cam an t6i:

Quy Thfty, Co Trtr0ng D?i H9c Ma Thanh Ph6 H6 Chi Minh da nhi~t tinh

truy€n d?t nhfrng ki€n thuc quy bau trong su6t thai gian toi hQc t?i Tru0ng; d~c bi~t

la Ti€n si Hoang Thi Phuang Thao da hu6ng dfui t~n tinh v€ phuang phap khoa hQc

va n9i dung d€ tai.

Cac b?n hQc vien 16p MBA9, Tru0ng D?i H9c Mada giup toi di€u tra m9t phftn

dfr li~U S<J dp t?i IDQt s6 C<J quan ma cac b?U hQC Vien dang Cong tac phu hqp v6i ,

ph?m vi va yeu cftu cua d€ tai.

Cac b?U sinh vien cac Tru0ng D?i H9c Kinh T€, D?i H9c Ma, D?i H9c Khoa

hQC Xa h9i va Nhan van da giup tra lai bang cau hoi phong vfui

Trong qua trinh thµc hi~n lu~ van, m~c du da c6 gfuig m9t each t6t nhfit, trao

d6i va ti€p thu y ki€n dong gop cua Quy Thfty, Co va b?n be, tham khao nhi€u tai

li~u song ciing khong th8 tranh khoi nhfrng thi€u sot nhfit dinh. Iti.t mong nh~ duc;rc

nhfrng dong gop, phan h6i quy bau fu Quy Thfty co va b?n dQC.

Xin chan thanh cam an!

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TOM TAT

Nghien cl:ru nay'nh~m m1,1C dich kham pha thai d9 CUa gi&i tre t~i Tp. H6 Chi

Minh ddi v&i cac phuong thuc quang cao tren truy€n hinh nhu quang cao cam xuc,

quang cao 16i s6ng, quang cao ti€m thuc va quang cao hfip dfui gi&i tinh; tir d6 tim

hiSu thai d9 cua h9 ddi v&i san phb duqc quang cao. Dva tren ca sa ly thuy€t v€

cac phuong thuc quang cao duqc cho phep, m()t mo hinh ly thuy€t v&i b6n gia

thuy€t duqc hinh thanh.

Khao sat da duqc ti€n hanh qua 2 bu&c: nghien c(ru kham pha (n=20) va nghien

c(ru chinh thuc (n=300). Phuong phap xu ly du li~u g6m c6 th6ng ke mo ta, kiSm

dinh thang do (Cronbach's Alpha), phan tich nhan t6 kham pha (EFA), phan tich

quan h~ tuong quan, phan tich h6i qui, kiSm dinh T-test bkg phful m€m SPSS for

Windows 16.0.

K€t qua kiSm dinh thang do (Cronbach's Alpha) va phan tich nhan t6 kham pha

(EFA) cho thfiy cac thang do lubng cac khai ni~m nghien ctru d€u d~t d9 tin c~y va

gia tri cho cac phan tich ti€p theo. Sau kiSm dinh thang do va phan tich nhan t6, cac

bi€n quan sat hay phat biSu v€ cac khai ni~m nghien ctru d€u duqc gift l~i, trong d6

quang cao cam xuc g6m 6 phat biSu, quang cao 16i s6ng g6m 8 phat biSu, quang cao

ti€m thuc g6m 6 phat bi€u, quang cao hfrp dfui gim tinh g6m 5 phat biSu va thai d9

d6i vm san phb duqc quang cao g6m s phat bi€u.

Ti€p theo, phan tich tuong quan va h6i qui cho thfiy m6i lien h~ giua cac y€u t6

trong mo hinh va trong b6n gia thuy€t ban dfiu chi c6 ha gia thuy€t duqc chfip nh~.

Theo d6, cac gia thuy€t v€ thai d() cua ngum xem quang cao ddi v&i cac phuong

thuc quang cao cam xuc, ti€m thuc, hfip dfut gi&i tinh cy l~ thu~n v&i thai d9 cua h9

ddi v&i san phb duqc quang cao, d~c bi~t quang cao ti€m thuc c6 tac d()ng l&n

nhfit.

Nghien Clru nay dong g6p y nghia nhfit dinh ddi v&i cac nha quang cao va cac

cong ty quang cao trong vi~c Iva ch9n cfing nhu tu vfin cho khach hang phuong

thuc quang cao phu hqp v&i san phdm clia h9 m()t each hi~u qua trong b6i canh kinh

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t~ kh6 khan va ngan sach danh cho quang cao bi giai h~ theo quy djnh. Du rdt c6

gfutg nhung nghien c(:ru con nhfrng gim h~ va d6 ding la huang cho cac nghien

ctru ti~p theo.

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MVCLVC

Trang

LOI CAM :E>OAN ......................................................................................... i

LOI CAM ON ······························································································ii

TOM TAT .................................................................................................... iii

MT.JC LT.JC .................................................................................................... v

DANH Ml.JC HiNH, :E>O THJ HE TAI ......................................................... ix

DANH Ml.JC BANG B:IEU :E>E TAI.. ........................................................... x

DANH MT.JC cAc KY H$U, cAc CHU VIET TAT ................................. xi

CHU'ONG 1: TONG QUAN

1.1. Ly do ch9n d€ tai ............................................................................... 1

1 2 X , d'nh ;. d;_ h'" , 3 . . ac ! van e ng 1en cuu .............................................................. .

1.3. Cau h6i va fill,lC tieu nghien c(ru ......................................................... 4

1.3 .1. Cau h6i nghien c(ru ............................................................................ 4

1.3.2. Ml,lc tieu nghien c(ru .......................................................................... 5

1.4. Phuong phap nghien cUu .................................................................... 5

1.5. Ph~ vi nghien c(ru ........................................................................... 6

1.6. y nghla cua d€ tai .............................................................................. 6 , , '

1.7. Ket cau cua de tai ............................................................................... 7

. CHU'ONG 2: CO SO LY THUYET

2.1. Dinh nghfa, phan lo~i, vai tro va d~c trung ci.ia quang cao .................. 8

2.1.1. :E>jnh nghla quang cao ........................................................................ 8

2 1 2 Ph" I · da~ trun a' a· tr' u' q an' g a' 8 . . . an 0~1, . c g v v 1 o c a u c o ................................... ..

2.2. Mo hinh va d~c di€m CUa quang cao truy€n hinh ................................ 9

2.2.1. Mo hinh quang cao truy€n hinh .......................................................... 9

2.2.2. :E>~c di€m quang cao truy€n hinh ........................................................ 10

2 3 Th ,. d" ' , th"'-1.. h;_ , h'' d" 11 . . a1 9 va cac i:11111 p an cua t a1 9 ............................................... .

2.3.1. :E>jnh nghla thai d() .............................................................................. 11

2.3.2. Thanh phcin cua thai d9 ...................................................................... 11

2.4. Qua trinh quy€t dinh mua cua ngucri tieu dilng ................................... 12

2.5. Cac phuong thuc quang cao ............................................................... 13

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2.5.1 Quang cao cam xuc (QCCX) .............................................................. 13

2.5.2. Quang cao I6i s6ng (QCLS) ............................................................... 15

2.5.3. Quang cao ti€m thuc (QCTT) ............................................................. 17

2.5.4. Quang cao hAp dfui gi6i tinh (QCHDGT) ........................................... 19

2.6. Cac nghien ctru lien quan ................................................................... 22

2. 7. Cac gia thuy€t cua nghien ctru ............................................................ 23

2.7.1. Thai d(> NTD d6i v6i phucmg thuc QCCX ......................................... 23

: ' 2. 7.2. Thai d9 NTD d6i v6i phucmg thuc QCLS .......................................... 24

2. 7.3. Thai d(> NTD d6i v6i phucmg thuc QCTT .......................................... 25

2. 7.4. Thai d9 NTD d6i v6i phucmg thuc QCHDGT .................................... 25

" 2.7.5. Mo hinl] nghien ctru ........................................................................... 26

2.8. Tom cit .............................................................................................. 26

CHUONG 3: PHUONG PllAP NGIDEN CUu

3 .1. Thi€t k€ nghien CUu ........................................................................... 2 7

3. 1.1. N ghien ctru dinh tinh .......................................................................... 2 7

3.1.2. Nghien ctru dinh luqng ...................................................................... 28

3.1.2.1.M~u nghien ctru va phucmg phap ch9n m~u ...................................... 28

3.1.2.2.Quy trinh nghien ctru ........................................................................ 29

3 .1.3. Phucmg phap phan tich du li~u ........................................................... 31

3.2. Cac thang do ...................................................................................... 31

3 .2.1. Thang do quang cao cam xuc ............................................................. 31

3.2.2. Thang do quang cao I6i s6ng .............................................................. 32

3.2.3. Thang do quang cao ti€m thuc ........................................................... 32

3.2.4. Thang do quang cao hAp dfui gi6i tinh ................................................ 33

3.2.5. Thang do thai d9 d6i v6i san phfun duqc quang cao ........................... 33

3.3. Tom cit .............................................................................................. 34

CHUONG 4 : PHAN TiCH KET QUA KHAo SAT

4 1 Dv d.;:. -;;: gh·~ , 35 . . ;;tc 1em mau n 1en cuu ............................................................... .

4.2. Ki€m dinh thang do ............................................................................ 39

4.2.1. Ki€m dinh bfutg Cronbach's Alpha d6i v6i cac thang do ly thuy€t ..... 39

4.2.2. Ki€m dinh thang do thong qua phan tich cac nhan t6 kham pha EF A. 43

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4.2.2.1. Phan tich nhan t6 kham pha (EF A) cho cac biSn d(>c l~p .............. .43

4.2.2.2. Phan tich nhan t6 kham pha (EF A) thang do thai d9 d6i v&i san

phfim dugc quang cao ................................................................... 46

4.3. KSt qua phan tich cac nhan t6 kham pha CUa mo hinh ly thuySt.. ........ 4 7

4.4. Mo ta th6ng ke thai d9 cua gi&i tre t~i Tp. HCM d6i vm cac

phuong thuc quang cao tren truy~n hinh ........................................... .48

4.4.1. Danh gia thai d9 cua gi&i tre t~i Tp. HCM d6i vm b6n phuong thuc

quang cao ........................................................................................... 48

4.4.2. Danh gia thai d9 d6i vm san phb dugc quang cao ............................ 52

4.5. Ki~m dinh gia thuySt va mo hinh nghien Clru qua phan tich h6i qui ... 53

4.5.1 Xem x~t ma tr~ tuong quan gifra cac biSn trong mo hinh .................. 53

4.5.2. Danh gia va ki~m dinh d9 phu hgp CUa mo hinh ................................. 54

4.5.3. Phuong trinh h6i qui va y nghia cac h~ s6 h6i qui .............................. 55

4.5.4. Do tim cac vi ph~ gia dinh ............................................................. 57

4.5.5. KSt qua ki~m dinh cac gia thuySt nghien Clru trong mo hinh .............. 59

4.6. Phan tich S\I khac bi~t gifra nhan vien van phong va sinh vien, gifra nam

va ' n u- d" 01 · v en'· cac ' p g c huon thu' quang ' cao ' ........................................ .. 60

4. 7. Tom t~t ............................................................................................... 62

CHUONG 5: KET LU~

5.1. Cac kSt qua chinh .............. , ............................................. 63

5.2. Cac ggi y giai phap cho doanh nghi~p khi quang cao ......................... 64

5 .2.1. Cac ggi y khi sir d\lllg quang cao ti~m thuc ........................................ 65

5 2 2 C ' a· ' kh' u' d ' ' ' ' 66 . . . ac g. 1 y 1 s \lllg quang cao cam xuc ........................................ ..

5.2.3. Cac ggi y khi sir d\lllg quang cao hdp d~n gi&i tinh ............................ 68

5.2.4. Ggi y v~ th<'>i di~m quang cao trong ngay ........................................... 69

5.3. H~ chS cua d~ tai va hu&ng nghien Clru tiSp theo .............................. 69

TAI L$U THAM KIIAo ............................................................................ 11

PHlJ LlJC A ................................................................................................. 74

PHlJ LT.JC B ................................................................................................. 76

PHlJ LlJC C ................................................................................................. 79

PHlJ LlJC D ................................................................................................. 83

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PHTJ LT)C E ................................................................................................. 90

PHTJ LT)C F ................................................................................................. 93

PHTJ LT)C G ................................................................................................ 95

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DANH MVC HiNH, DO THJ DE TAI

Trang

Hinh 2.1: Mo hinh truySn thong cua Shannon-Waver ................................... 10

. ' Hinh 2.2: Mo hinh ha thrum ph§.n thai d9 ...................................................... 12

Hinh 2.3: Qua trinh chuy~n bien tam ly clia nguOi mua ................................ 12

Hinh 2.4: Mo hinh quang cao I6i s6ng .......................................................... 17

Hinh 2.5: Mo hinh nghien cli'u dS nghj .......................................................... 26

Hinh 3 .1: Quy tnnh nghien cli'u .................................................................... 30

Hinh 4.1: Ty I~ dap vien ............................................................................... 36

Hinh 4.2. Thai gian thucrng xem tivi nhiSu nhfit trong ngay .......................... 39

Hinh 4.3. Ket qua EFA clia mo hinh ly thuyet.. ............................................. 48

Hinh 4.4. Xep h~ng cac phuang thuc quang cao ........................................... 52

Hinh 4.5. Phan ph6i chufui cua ph§.n du ........................................................ 59