Đánh giá hoạt động marketing online của Trung tâm ngoại ngữ Việt Trung - 14


Kênh khách hàng biết đến Trung tâm ngoại ngữ Việt Trung


$Kenh Frequencies

Responses Percent of

N Percent Cases

$Kenha

Website

12

4.3%

10.0%

Facebook

105

37.5%

87.5%

Chương trình, sự kiện cộng

đồng

47

16.8%

39.2%

Người thân, bạn bè

90

32.1%

75.0%

Khác

26

9.3%

21.7%

Total

280

100.0%

233.3%

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Đánh giá hoạt động marketing online của Trung tâm ngoại ngữ Việt Trung - 14

a. Dichotomy group tabulated at value 1.

Các khóa học mà học viên đang theo học


$Khoahoc Frequencies

Responses Percent of

N Percent Cases

Khóa họca

Tiếng Trung cơ bản

71

30.2%

59.2%

Tiếng Trung nâng cao

69

29.4%

57.5%

Tiếng Trung cao cấp

17

7.2%

14.2%

Tiếng Trung giao tiếp

43

18.3%

35.8%

Tiếng Trung theo nhu cầu

18

7.7%

15.0%

Học kèm tiếng Trung

9

3.8%

7.5%

Combo 4 khóa

8

3.4%

6.7%

Total

235

100.0%

195.8%

a. Dichotomy group tabulated at value 1.


Các yếu tố quyết định đến việc lựa chọn Việt Trung

$Yeuto Frequencies

Responses Percent of

N Percent Cases

$Yeutoa

Học phí

102

21.8%

85.0%

Giáo trình giảng dạy

18

3.8%

15.0%

Đội ngũ giảng viên

38

8.1%

31.7%

Đảm bảo chất lượng đầu ra

71

15.2%

59.2%

Uy tín thương hiệu

57

12.2%

47.5%

Chương trình khuyến mãi

75

16.0%

62.5%

Chất lượng đào tạo

99

21.2%

82.5%

Khác

8

1.7%

6.7%



468

100.0%

390.0%

Total

a. Dichotomy group tabulated at value 1.


Khung giờ khách hàng thường xuyên tìm kiếm thông tin

Khung giờ


Valid

6 -8 giờ

14

11.7

11.7

11.7

11 - 13 giờ

22

18.3

18.3

30.0

20 -22 giờ

67

55.8

55.8

85.8

Khác

17

14.2

14.2

100.0

Total

120

100.0

100.0


Frequency Percent Valid Percent

Cumulative Percent


2. Kiểm định giá trị trung bình One Sample T-Test

Biến “Sự chú ý”

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

CY1

120

3.73

.935

.085

CY2

120

3.84

.820

.075

CY3

120

3.75

.919

.084

CY4

120

3.93

.780

.071

CY5

120

3.90

.893

.081


One-Sample Test

Test Value = 4


t df Sig. (2-tailed) Mean Difference


95% Confidence Interval of the Difference

Lower Upper

CY1

-3.224

119

.002

-.275

-.44

-.11

CY2

-2.116

119

.036

-.158

-.31

-.01

CY3

-2.980

119

.003

-.250

-.42

-.08

CY4

-1.054

119

.294

-.075

-.22

.07

CY5

-1.227

119

.222

-.100

-.26

.06


Biến “Sự thích thú”

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

TT1

120

3.56

1.019

.093

TT2

120

3.65

.976

.089

TT3

120

3.63

1.062

.097

TT4

120

3.53

1.069

.098

TT5

120

3.60

1.040

.095


One-Sample Test

Test Value = 4


t df Sig. (2-tailed) Mean Difference


95% Confidence Interval of the Difference

Lower Upper

TT1

-4.747

119

.000

-.442

-.63

-.26

TT2

-3.929

119

.000

-.350

-.53

-.17

TT3

-3.869

119

.000

-.375

-.57

-.18

TT4

-4.784

119

.000

-.467

-.66

-.27

TT5

-4.212

119

.000

-.400

-.59

-.21

Biến “Sự tìm kiếm thông tin”

One-Sample Statistics

N


Mean

Std.

Deviation

Std. Error Mean

TK1

120

3.90

1.080

.099

TK2

120

4.07

.941

.086

TK3

120

4.18

.886

.081

TK4

120

4.06

.892

.081

TK5

120

2.85

.682

.062

One-Sample Test

Test Value = 4


t


df



Sig.


(2-tailed)


Mean Difference

95% Confidence Interval of the Difference

Lower Upper

TK1

-1.014

119

.312

-.100

-.30

.10

TK2

.776

119

.439

.067

-.10

.24

TK3

2.165

119

.032

.175

.01

.34

TK4

.717

119

.475

.058

-.10

.22

TK5

-18.480

119

.000

-1.150

-1.27

-1.03

Biến “Sự hành động”


One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

HD1

120

3.60

1.064

.097

HD2

120

3.84

.944

.086

HD3

120

3.64

1.002

.092

HD4

120

3.73

.914

.083



One-Sample Test

Test Value = 4


t df Sig. (2-tailed) Mean Difference


95% Confidence Interval of the Difference

Lower Upper

HD1

-4.117

119

.000

-.400

-.59

-.21

HD2

-1.838

119

.069

-.158

-.33

.01

HD3

-3.916

119

.000

-.358

-.54

-.18

HD4

-3.195

119

.002

-.267

-.43

-.10

Biến “Sự chia sẻ”

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

CS1

120

3.92

.856

.078

CS2

120

3.74

.948

.087

CS3

120

4.00

.850

.078


One-Sample Test

Test Value = 4


t df Sig. (2-tailed) Mean Difference


95% Confidence Interval of the Difference

Lower Upper

CS1

-1.067

119

.288

-.083

-.24

.07

CS2

-2.984

119

.003

-.258

-.43

-.09

CS3

.000

119

1.000

.000

-.15

.15

Biến “Sự đánh giá hoạt động Marketing Online”

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

DG1

120

3.86

.507

.046

DG2

120

3.90

.492

.045

DG3

120

3.74

.510

.047


One-Sample Test

Test Value = 4


t df Sig. (2-tailed) Mean Difference


95% Confidence Interval of the Difference

Lower Upper

DG1

-3.061

119

.003

-.142

-.23

-.05

DG2

-2.227

119

.028

-.100

-.19

-.01

DG3

-5.545

119

.000

-.258

-.35

-.17


3. Kiểm định độ tin cậy của thang đo Cronbach’s Alpha

Thang đo “Sự chú ý”

Reliability Statistics

Cronbach's

Alpha N of Items

.821 5


Item-Total Statistics

Corrected Item-


Cronbach's

CY1

15.42

7.304

.568

.800

CY2

15.30

7.371

.675

.769

CY3

15.39

7.854

.456

.833

CY4

15.22

7.247

.761

.747

CY5

15.24

7.160

.647

.775

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Total Correlation

Alpha if Item Deleted


Thang đo “Sự thích thú”

Reliability Statistics

Cronbach's

Alpha N of Items

.729 5


Item-Total Statistics

Corrected Item-


Cronbach's

TT1

14.41

9.017

.452

.697

TT2

14.32

9.546

.386

.720

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Total Correlation

Alpha if Item Deleted



TT3

14.34

8.597

.498

.680

TT4

14.43

8.365

.536

.664

TT5

14.37

8.285

.577

.648

Thang đo “Tìm kiếm thông tin”


Reliability Statistics

Cronbach's

Alpha N of Items

.673 5


Item-Total Statistics

Corrected Item-


Cronbach's

TK1

15.15

5.524

.430

.626

TK2

14.98

6.151

.393

.637

TK3

14.88

5.741

.553

.564

TK4

14.99

6.109

.446

.613

TK5

16.20

7.187

.334

.660

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Total Correlation

Alpha if Item Deleted


Thang đo “Hành động”


Reliability Statistics

Cronbach's

Alpha N of Items

.773 4



Item-Total Statistics

Corrected Item-


Cronbach's

HD1

11.22

5.314

.560

.729

HD2

10.98

5.571

.613

.699

HD3

11.18

5.608

.543

.735

HD4

11.08

5.758

.592

.711

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Total Correlation

Alpha if Item Deleted


Thang đo “Chia sẻ”


Reliability Statistics

Cronbach's

Alpha N of Items

.782 3


Item-Total Statistics

Corrected Item-


Cronbach's

CS1

7.74

2.630

.560

.767

CS2

7.92

2.211

.640

.684

CS3

7.66

2.429

.666

.656

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Total Correlation

Alpha if Item Deleted


Thang đo “Đánh giá hoạt động Marketing Online

Reliability Statistics

Cronbach's

Alpha N of Items

.730 3


Item-Total Statistics

Corrected Item-


Cronbach's

DG1

7.64

.736

.558

.635

DG2

7.60

.763

.551

.644

DG3

7.76

.739

.546

.650

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Total Correlation

Alpha if Item Deleted


4. Phân tích nhân tố khám phá EFA

Biến độc lập


KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.693

Bartlett's Test of Sphericity

Approx. Chi-Square

957.078

df

231

Sig.

.000

Total Variance Explained



Initial Eigenvalues


Extraction Sums of Squared Loadings


Rotation Sums of Squared Loadings

1

4.656

21.165

21.165

4.656

21.165

21.165

2.929

13.315

13.315

2

2.686

12.209

33.374

2.686

12.209

33.374

2.670

12.136

25.451

3

2.141

9.732

43.106

2.141

9.732

43.106

2.536

11.528

36.979

4

1.941

8.823

51.929

1.941

8.823

51.929

2.345

10.658

47.637

5

1.334

6.062

57.991

1.334

6.062

57.991

2.278

10.354

57.991

6

.976

4.438

62.429







7

.942

4.283

66.713







8

.895

4.067

70.779







9

.829

3.769

74.548







10

.786

3.575

78.123







11

.715

3.250

81.372







12

.638

2.900

84.273







13

.535

2.431

86.704







14

.520

2.361

89.065







15

.446

2.027

91.093







16

.409

1.857

92.950







17

.352

1.601

94.551







18

.317

1.440

95.991







19

.288

1.308

97.298







20

.259

1.176

98.475







21

.225

1.022

99.497







22

.111

.503

100.000







Compon ent


Total

% of Variance

Cumulativ

e % Total

% of Variance

Cumulativ

e % Total

% of Variance

Cumulativ e %


Extraction Method: Principal Component Analysis.

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