Yếu tố ảnh hưởng đến hành vi mua sắm của người tiêu dùng trong thị trường bán lẻ tại TP.HCM

Luận văn thạc sĩ nghiên cứu ueh the determinants of consumers shopping behavior in retail in ho chi minh, khảo sát thực trạng, phân tích nguyên nhân, đề xuất giải pháp cải thiện

• Tác giả: Le Thai Bao Tran
• Người hướng dẫn: Dr. Nguyen Minh Duc
• Trường học: University of Economics
• Chuyên ngành: Development Economics
• Đề tài: Yếu Tố Ảnh Hưởng Đến Hành Vi Mua Sắm Của Người Tiêu Dùng Tại Thị Trường Bán Lẻ TP.HCM
• Loại tài liệu: Thesis
• Năm xuất bản: 2011
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• ACKNOWLEDGEMENT
• 1. CHAPTER I: INTRODUCTION
• 1.1. Problem statement
• 2. CHAPTER II: LITERATURE REVIEW
• 2.1. Theory of Reasoned Action- TRA
• 2.2. Theory of Planned Behavior- TPB
• 2.3. Behavioral economics theory and neo classical economics theory
• 2.4. The process of customer's decision- making
• 2.5. Literature about store- choice
• 2.6. Advertising and promotion
• 2.7. Customer demographic characteristics
• 2.8. Customer satisfaction of the favorite store
• 3. CHAPTER III: AN OVERVIEW OF SUPERMARKETS/ TRADITIONAL MARKETS ACTIVITIES IN HO CHI MINH CITY
• 3.1. Overview of retail market in Vietnam
• 3.2. Population of Vietnam by gender and region
• 3.3. Total retail revenue of goods and services
• 3.4. Overview retail market of Ho Chi Minh City (HCMC)
• 3.5. Development of supermarkets and traditional markets in HCM
• 4. CHAPTER IV: RESEARCH METHODOLOGY AND DATA ANALYSIS
• 4.1. Samples and data collection technique
• 4.2. Research methodology and data analysis
• 4.3. Attributes of supermarket/ traditional market
• 4.4. Satisfaction of shopper with most frequently shopping place
• 4.5. Descriptive statistics of variables
• 4.6. Exploratory Factor Analysis (EFA) and reliability test (Cronbach's Alpha)
• 4.7. Model of shopping frequency
• 4.8. Model of satisfaction
• 4.9. Effects of demographic variables on shopping behavior at supermarket
• 4.10. Bivariate correlation between FreqS and SSatisfy analysis
• 4.11. Effect of shopper's satisfaction with distance from home/ working place (SsatisfyDis) to supermarket on their shopping frequency (FreqS) and satisfaction (Ssatisfy) with favorite supermarket
• 4.12. Effect of preference of supermarket shopping (Likeshopsuper) on shopping frequency (FreqS) or satisfaction (Ssatisfy) of shoppers with supermarket
• 4.13. The relationship between spending for each shopping time (Spendsuper) and shopping frequency (FreqS) at supermarket
• 4.14. Descriptive statistic of variables
• 4.15. Exploratory factor analysis (EFA) and reliability test (Cronbach's Alpha)
• 4.16. Model of shopping frequency
• 4.17. Model of satisfaction
• 4.18. Effects of demographic variables on shopping behavior at traditional market
• 4.19. Bivariate correlation between shopping frequency (FreqT) and satisfaction (Tsatisfy)
• 4.20. Effect of shoppers' satisfaction with distance (TsatisfyDis) from home/ working place to traditional market on their shopping frequency (FreqT) and shopping satisfaction (Tsatisfy) with favorite traditional market
• 4.21. Effect of preference of traditional market shopping (Likeshoptradi) on shopping frequency (FreqT) or satisfaction (Tsatisfy) of shoppers with favorite traditional markets
• 4.22. The relationship between spending for each shopping time (Spendtradi) and shopping frequency (FreqT) at traditional market
• 4.23. Comparison about the difference of shopping behavior (shopping frequency and satisfaction) between two sample size (supermarket and traditional market)
• 4.24. Shopping frequency at supermarket and traditional market
• 4.25. Satisfaction about supermarket and traditional market
• 4.26. The difference of the preference of shopping between two group shoppers
• 4.27. Satisfaction about distance from shopper's house to supermarket/ traditional market
• 5. CHAPTER V: FINDING AND CONCLUSION
• 5.1. Shoppers' behavior at supermarket
• 5.2. Shoppers' behavior at traditional markets
• 5.3. Comparison between supermarket and traditional market
• 5.4. Conclusion and recommendation
• 5.5. Limitation of this research and expectation for further research
• APPENDIX 2: Overview of HCMC
• APPENDIX 3: VARIABLE MEARSUREMENT
• APPENDIX 4: EFA ANALYSIS (SUPERMARKET)
• APPENDIX 5: RELIABILITY TEST (ATTRIBUTE OF SUPERMARKET)
• APPENDIX 6: REGRESSION OF SATISFACTION ABOUT SUPERMARKET MODEL (1st time)
• APPENDIX 7: ONE-WAY ANOVA ANALYSIS (SUPERMARKET)
• APPENDIX 8: EFA ANALYSIS (TRADITIONAL MARKET)
• APPENDIX 9: 1st REGRESSION OF SHOPPING FREQUENCY AT TRADITIONAL MARKET
• APPENDIX 10: ONE-WAY ANOVA ANALYSIS (TRADITIONAL MARKET)
• APPENDIX 11: COMPARISON ABOUT SHOPPING BEHAVIOR BETWEEN TWO SAMPLE SIZE (SUPERMARKET) AND TRADITIONAL MARKET

Tóm tắt

I. Tổng quan về hành vi mua sắm của người tiêu dùng tại TP

Hành vi mua sắm của người tiêu dùng tại thị trường bán lẻ TP.HCM đang trở thành một chủ đề nóng hổi trong bối cảnh phát triển kinh tế nhanh chóng. Nghiên cứu cho thấy rằng có nhiều yếu tố ảnh hưởng đến hành vi này, từ yếu tố tâm lý đến yếu tố xã hội. Việc hiểu rõ những yếu tố này không chỉ giúp các nhà bán lẻ tối ưu hóa chiến lược kinh doanh mà còn giúp cải thiện trải nghiệm mua sắm cho khách hàng.

1.1. Các yếu tố tâm lý ảnh hưởng đến hành vi tiêu dùng

Yếu tố tâm lý như cảm xúc, động lực và nhận thức có vai trò quan trọng trong việc hình thành hành vi tiêu dùng. Theo nghiên cứu, những yếu tố này có thể tác động mạnh mẽ đến quyết định mua sắm của người tiêu dùng tại TP.HCM.

1.2. Tác động của yếu tố xã hội đến thói quen mua sắm

Yếu tố xã hội như gia đình, bạn bè và cộng đồng cũng ảnh hưởng lớn đến hành vi mua sắm. Người tiêu dùng thường bị ảnh hưởng bởi ý kiến và hành vi của những người xung quanh, dẫn đến sự thay đổi trong thói quen mua sắm.

II. Thách thức trong việc hiểu hành vi tiêu dùng tại thị trường bán lẻ

Thị trường bán lẻ tại TP.HCM đang đối mặt với nhiều thách thức trong việc phân tích hành vi tiêu dùng. Sự đa dạng về nhu cầu và sở thích của người tiêu dùng tạo ra khó khăn cho các nhà bán lẻ trong việc định hình chiến lược tiếp thị hiệu quả. Việc nắm bắt và phân tích các yếu tố ảnh hưởng đến hành vi mua sắm là rất cần thiết.

2.1. Khó khăn trong việc thu thập dữ liệu

Việc thu thập dữ liệu chính xác về hành vi tiêu dùng gặp nhiều khó khăn do sự thay đổi liên tục trong thói quen và sở thích của người tiêu dùng. Điều này đòi hỏi các nhà nghiên cứu phải áp dụng các phương pháp hiện đại để thu thập thông tin.

2.2. Sự cạnh tranh khốc liệt trong ngành bán lẻ

Sự cạnh tranh giữa các nhà bán lẻ trong TP.HCM ngày càng gia tăng, khiến cho việc hiểu rõ hành vi tiêu dùng trở nên cấp thiết hơn bao giờ hết. Các nhà bán lẻ cần phải tìm ra những điểm khác biệt để thu hút khách hàng.

III. Phương pháp nghiên cứu hành vi mua sắm hiệu quả

Để hiểu rõ hơn về hành vi mua sắm của người tiêu dùng, các nhà nghiên cứu đã áp dụng nhiều phương pháp khác nhau. Những phương pháp này không chỉ giúp thu thập dữ liệu mà còn phân tích sâu sắc các yếu tố ảnh hưởng đến hành vi tiêu dùng.

3.1. Phân tích định lượng và định tính

Sử dụng cả phương pháp phân tích định lượng và định tính giúp cung cấp cái nhìn toàn diện về hành vi tiêu dùng. Phân tích định lượng cho phép đo lường các yếu tố cụ thể, trong khi phân tích định tính giúp hiểu sâu hơn về động cơ và cảm xúc của người tiêu dùng.

3.2. Khảo sát và phỏng vấn sâu

Khảo sát và phỏng vấn sâu là những công cụ hữu ích để thu thập thông tin từ người tiêu dùng. Những phương pháp này giúp nắm bắt được ý kiến và cảm nhận của khách hàng về sản phẩm và dịch vụ.

IV. Ứng dụng thực tiễn từ nghiên cứu hành vi tiêu dùng

Kết quả từ nghiên cứu hành vi tiêu dùng có thể được áp dụng vào thực tiễn để cải thiện chiến lược kinh doanh. Các nhà bán lẻ có thể sử dụng thông tin này để tối ưu hóa trải nghiệm mua sắm và tăng cường sự hài lòng của khách hàng.

4.1. Tối ưu hóa chiến lược tiếp thị

Thông qua việc hiểu rõ hành vi tiêu dùng, các nhà bán lẻ có thể tối ưu hóa chiến lược tiếp thị của mình. Điều này bao gồm việc điều chỉnh giá cả, khuyến mãi và quảng cáo để thu hút khách hàng.

4.2. Cải thiện trải nghiệm khách hàng

Nghiên cứu hành vi tiêu dùng cũng giúp các nhà bán lẻ cải thiện trải nghiệm khách hàng. Việc tạo ra một môi trường mua sắm thân thiện và thuận tiện sẽ giúp tăng cường sự hài lòng và trung thành của khách hàng.

V. Kết luận và triển vọng tương lai của nghiên cứu

Nghiên cứu về hành vi mua sắm của người tiêu dùng tại TP.HCM không chỉ giúp các nhà bán lẻ hiểu rõ hơn về khách hàng mà còn mở ra nhiều cơ hội mới trong tương lai. Việc tiếp tục nghiên cứu và cập nhật thông tin sẽ giúp các nhà bán lẻ duy trì lợi thế cạnh tranh.

5.1. Tương lai của thị trường bán lẻ

Thị trường bán lẻ tại TP.HCM dự kiến sẽ tiếp tục phát triển mạnh mẽ trong tương lai. Các nhà bán lẻ cần phải chuẩn bị sẵn sàng để thích ứng với những thay đổi trong hành vi tiêu dùng.

5.2. Nhu cầu nghiên cứu liên tục

Nhu cầu nghiên cứu liên tục về hành vi tiêu dùng là rất cần thiết để các nhà bán lẻ có thể đưa ra các quyết định kinh doanh chính xác. Việc cập nhật thông tin và xu hướng mới sẽ giúp duy trì sự cạnh tranh trong ngành.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS INSTITUTE OF SOCIAL STUDIES HO CHI MINH CITY THE HAGUE VIETNAM THE NETHERLANDS VIETNAM -NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS The determinants of consumers' shopping behavior in retail market in Ho Chi Minh City BY ( LE THAI BAO TRAN t MASTER OF ARTS IN DEVELOPMENT ECONOMICS .' HO CHI MINH CITY, Dec 2011 _________._ UAN VAN CHAT LUONG download : add [e-mail] ~ UNIVERSITY OF ECONOMICS INSTITUTE OF SOCIAL STUDIES HO CHI MINH CITY THE HAGUE VIETNAM THE NETHERLANDS 1 VIETNAM -NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS The determinants of consumers' shopping behavior in retail market in Ho Chi Minh City A thesis submitted in partial fulfilment ofthe requirements for the degree of MASTER OF ARTS IN DEVELOPMENT ECONOMICS By LE THAI BAO TRAN Academic Supervisor Dr. NGUYEN MINH DUC HO CHI MINH CITY, Dec 2011 UAN VAN CHAT LUONG download : add [e-mail] ACKNOWLEDGEMENT First of all, I would like to express my honest and special thanks to supervisor, Dr. Nguyen Minh Due, for his enthusiastic assistances and guidelines 1 during my writing of the thesis. I would like to express special thanks to Dr.

Peter Calkin for his useful comments on my thesis research proposal. Besides, I am grateful to Dr. Nguyen Trong Hoai, Dr. Pham Khanh Nam and Dr.

Cao Hao Thi for their very helpful guidelines and comment on my thesis as well. I would like to send sincere thanks to my colleagues, my friends who have supported me a lot to do the survey in this thesis. Finally, I would like to express my sincere thanks to my family for their spiritual encouragement during the time of studying of Master of Development Economics. Dec, 2011 Le Thai Bao Tran.

11 UAN VAN CHAT LUONG download : add [e-mail] CONTENTS ACKNOWLEDGEMENT. iii LIST OF TABLES. vii LIST OF FIGURES. xiv CHAPTER I: INTRODUCTION .4 The organization of thesis.

4 CHAPTER II: LITERATURE REVIEW .1 Theory of Reasoned Action- TRA .2 Theory of Planned Behavior- TPB .3 Behavioral economics theory and neo classical economics theory .4 The process of customer's decision- making .5 Literature about store- choice .5 Advertising and promotion .7 Customer demographic characteristics .2 Customer satisfaction ofthe favorite store. 19 CHAPTER III: AN OVERVIEW OF SUPERMARKETS/ TRADITIONAL MARKETS ACTIVITIES IN HO CHI MINH CITY .1 Overview of retail market in Vietnam .1 Population of Vietnam by gender and region .2 Total retail revenue of goods and services .2 Overview retail market ofHo Chi Minh City (HCMC) .3 Development of supermarkets and traditional markets in HCM. 27 CHAPTER IV: RESEARCH METHODOLOGY AND DATA ANALYSIS .1 Samples and data collection technique. 29 ' -~ Ill UAN VAN CHAT LUONG download : add luanvanchat@agmail.2 Research methodology and data analysis .8 Kind of firm where shopper is working for (KindF) .9 Average monthly income ofshopper (Mincomei) .10 Average monthly income offamily of shopper (MincomeH) .3 Attributes ofsupermarket/ traditional market.4 Satisfaction of shopper with most frequently shopping place .1 Descriptive statistics of variables: .2 Exploratory Factor Analysis (EFA) and reliability test (Cronbach's Alpha) .1 Model ofshopping frequency: .2 Model of satisfaction .4 Effects of demographic variables on shopping behavior at supermarket: .5 Bivariate correlation between FreqS and SSatisfy analysis: .6 Effect of shopper's satisfaction with distance from home/ working place (SsatisfyDis) to supermarket on their shopping frequency (FreqS) and satisfaction (Ssatisfy) with favorite supermarket:.

7 Effect of preference of supermarket shopping (Likeshopsuper) on shopping frequency (FreqS) or satisfaction (Ssatisfy) of shoppers with supermarket:. The relationship between spending for each shopping time (Spendsuper) and shopping frequency (FreqS) at supermarket:. 51 iv UAN VAN CHAT LUONG download : add luanvanchat@agmail.1 Descriptive statistic of variables: .2 Exploratory factor analysis (EFA) and reliability test (Cronbach's Alpha) .1 Model of shopping frequency .2 Model of satisfaction .4 Effects of demographic variables on shopping behavior at traditional market: .5 Bivariate correlation between shopping frequency (FreqT) and satisfaction (Tsatisfy) .6 Effect of shoppers' satisfaction with distance (TsatisfyDis) from home/ working place to traditional market on their shopping frequency (FreqT) and shopping satisfaction (Tsatisfy) with favorite traditional market:. 7 Effect of preference of traditional market shopping (Likeshoptradi) on shopping frequency (FreqT) or satisfaction (Tsatisfy) of shoppers with favorite traditional markets .8 The relationship between spending for each shopping time (Spendtradi) and shopping frequency (FreqT) at traditional market: .4 Comparison about the difference of shopping behavior (shopping frequency and satisfaction) between two sample size (supermarket and traditional market) .1 Shopping frequency at supermarket and traditional market .2 Satisfaction about supermarket and traditional market .3 The difference of the preference of shopping between two group shoppers .4 Satisfaction about distance from shopper's house to supermarket/ traditional market.

69 CHAPTER V: FINDING AND CONCLUSION .1 Shoppers' behavior at supermarket .2 Shoppers' behavior at traditional markets .3 Comparison between supermarket and traditional market .4 Conclusion and recommendation .5 Limitation of this research and expectation for further research. 77 v UAN VAN CHAT LUONG download : add luanvanchat@agmail. 91 APPENDIX 2: Overview of HCMC. 99 APPENDIX 3: VARIABLE MEARSUREMENT.

102 APPENDIX 4: EFA ANALYSIS (SUPERMARKET). 117 APPENDIX 5: RELIABILITY TEST (ATTRIBUTE OF SUPERMARKET). 121 APPENDIX 6: REGRESSION OF SATISFACTION ABOUT SUPERMARKET MODEL (1st time). 123 APPENDIX7: ONE-WAY ANOVA ANALYSIS (SUPERMARKET).

123 APPENDIX 8: EFA ANALYSIS (TRADITIONAL MARKET). 143 APPENDIX 9: 1sT REGRESSION OF SHOPPING FREQUENCY AT TRADITIONAL MARKET. 144 APPENDIX 10: ONE-WAY ANOVA ANALYSIS (TRADITIONAL MARKET). 145 APPENDIX 11: COMPARISON ABOUT SHOPPING BEHAVIOR BETWEEN TWO SAMPLE SIZE (SUPERMARKET) AND TRADITIONAL MARKET .J vi UAN VAN CHAT LUONG download : add [e-mail] LIST OF TABLES TABLE IN CONTENT Table 1.1: Ranking of attractiveness of retail market in the world .1: Population ofHo Chi Minh City by district .2: Population ofHCMC by age .3: Total retail revenues of goods and services by region .1: Descriptive statistic of supermarkets' attributes .: The result of3rd time conducting EFA .3: Summary of Reliability test result .4: Descriptive statistics of group factors affect to frequency of shopping at supermarket.5: The result of regression (shopping frequency at supermarket) .6: The result of2"d regression (satisfaction at supermarket) .7: Correlation between shopping frequency and satisfaction .9: Descriptive statistic of variables of traditional market's attributes .10: The result of2"d conducting EPA (traditional market) .11: Summary of reliability test result (traditional market) .12: Descriptive statistics of group variables of traditional market .13: The result of 2"d regression (shopping frequency at traditional market) .14: The result of regression (satisfaction at traditional market) .15: Correlation between FreqT and Tsatisfy .17: Frequency index ofFreqS and FreqT.

65 vii UAN VAN CHAT LUONG download : add luanvanchat@agmail.19: Satisfaction index about supermarket and traditional market .21: Like index of supermarket and traditional market.23: Satisfaction index about distance .1: Cross table ofFreqS and Age. 72 TABLE IN APPENDICIES APPENDIX 2: Overview ofHCMC Table 3.4: Population of Vietnam by gender and region .5: Retail revenues of goods and services by economic sector .6: Number of traditional market, supermarket and trade centre until year 2015. 101 APPENDIX 3: VARIABLE MEARSUREMENT Table 4.26: Location where shopper is living .27: Gender of shopper .28: Percentage of age of shopper .29: Married status of shoppers .30: Household size of shopper .31: Education level of shoppers .32: Career of shoppers .33: Kind of firm where shopper is working for .34: Monthly income of shopper. 115 viii UAN VAN CHAT LUONG download : add luanvanchat@agmail.35: Monthly income ofhousehold .36: Shopping at traditional market is a long- standing traditional habit of Vietnamese .37: Going to supermarket is not only for shopping but also for entertainment .38: Going shopping at traditional market or supermarket is not important.

The important thing is that I can buy whatever I want efficiently. 116 APPENDIX 4: EFA ANALYSIS (SUPERMARKET) Table 4.39: The first time of conducting EF A .40: Second time of conducting EF A. 118 APPENDIX 5: RELIABILITY TEST (ATTRIBUTE OF SUPERMARKET) Table 4.41: Reliability test of group 1 .42: Reliability test of group 2 (Policy) .43: Reliability test of group 3 (Service). 122 APPENDIX 6: REGRESSION OF SATISFACTION ABOUT SUPERMARKET MODEL (1st time) Table 4.

123 APPENDIX?: ONE-WAY ANOVAANALYSIS (SUPERMARKET) Table 4.45: The relationship between Age and FreqS .46: The relationship between Gender and FreqS .47: The relationship between Household size and FreqS .48: The relationship between monthly income of household and FreqS .49: The relationship between married status and FreqS .50: The relationship between education level and FreqS .51: The relationship between Career and FreqS .52: The relationship between Age and Ssatisfy .53: The relationship between sex and Ssatisfy .54: The relationship between Household size and Ssatisfy. 128 ix UAN VAN CHAT LUONG download : add luanvanchat@agmail.55: The relationship between monthly income of household and Ssatisfy .56: The relationship between marries status and Ssatisfy .57: The relationship between education level and Ssatisfy .58: The relationship between career and Ssatisfy .59: The relationship between Likeshopsuper and FreqS .60: The relationship between Likeshopsuper and Ssatisfy .61: The relationship between Likeshopsuper and Age .62: The relationship between Likeshopsuper and Sex .63: The relationship between Likeshopsuper and household's size .64: The relationship between Likeshopsuper and monthly income of household .65: The relationship between Likeshopsuper and marriage status .66: The relationship between Likeshopsuper and education level .67: The relationship between Likeshopsuper and career .68: The relationship between Spendsuper and FreqS .69: The relationship between Spendsuper and Age. 70: The relationship between Spendsuper and Sex .71: The relationship between Spendsuper and household size. 72: The relationship between Spendsuper and monthly income of household .73: The relationship between Spendsuper and marriage status .74: The relationship between Spendsuper and education level.75: The relationship between Spendsuper and career.

142 APPENDIX 8: EFA ANALYSIS (TRADITIONAL MARKET) Table 4.76: The result of 1st EFA. 143 APPENDIX 9: 1sT REGRESSION OF SHOPPING FREQUENCY AT TRADITIONAL MARKET Table 4. 144 X AN VAN CHAT LUONG download : add [e-mail] APPENDIX 10: ONE-WAY ANOV A ANALYSIS (TRADITIONAL MARKEST) Table 4.78: The relationship between age and FreqT. 79: The relationship between sex and FreqT .80: The relationship between household's size and FreqT .81: The relationship between monthly income of household and FreqT .82: The relationship between marriage status and FreqT .83: The relationship between education level and FreqT .84: The relationship between Career and FreqT .85: The relationship between age and Tsatisfy .86: The relationship between gender and Tsatisfy .87: The relationship between household's size and Tsatisfy .88: The relationship between monthly income of household and Tsatisfy .89: The relationship between marriage status and Tsatisfy .90: The relationship between education level and Tsatisfy .91: The relationship between career and Tsatisfy .92: The relationship between Likeshoptradi and FreqT .93: The relationship between Likeshoptradi and Tsatisfy .94: The relationship between Likeshoptradi and Age group .95: The relationship between Likeshoptradi and Sex .96: The relationship between Likeshoptradi and household's size .97: The relationship between Likeshoptradi and monthly income of household .98: The relationship between Likeshoptradi and marriage status .99: The relationship between Likeshoptradi and education level .100: The relationship between Likeshoptradi and career .101: The relationship between Spendtradi and FreqT.

160 xi UAN VAN CHAT LUONG download : add luanvanchat@agmail.102: The relationship between Spendtradi and Age .103: The relationship between Spendtradi and Sex .104: The relationship between Spendtradi and household size .105: The relationship between Spendtradi and monthly income of household .106: The relationship between Spendtradi and marriage status .107: The relationship between Spendtradi and education level .108: The relationship between Spendtradi and career. 165 APPENDIX 11: COMPARISON ABOUT SHOPPING BEHAVIOR BETWEEN TWO SAMPLE SIZE (SUPERMARKET) AND TRADITIONAL MARKET Table 4.109: Comparison about FreqS and FreqT .110: Comparison about Ssatisfy and Tsatisfy .111: Comparison about Likeshopsuper and Likeshoptradi. 168 Xll UAN VAN CHAT LUONG download : add [e-mail] LIST OF FIGURES Figure 1.1: 2009 GRDI country attractiveness .1: Theory of Reasoned Action (Fishbein & Ajzen 1975) .2: Theory of Planned Behavior (Ajzen 1991) .1 : Total retail revenues of goods and services by region .