Phân tích các nhân tố ảnh hưởng đến quyết định lựa chọn sản phẩm tour du lịch Huế 1 ngày tại Công ty cổ phần truyền thông Quảng cáo và Dịch vụ Du lịch Đại Bàng - 12


1.9 Cronbach’s Alpha cho nhân tố “Nhóm tham khảo”


Reliability Statistics

Cronbach's Alpha

N of Items

,788

3

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Phân tích các nhân tố ảnh hưởng đến quyết định lựa chọn sản phẩm tour du lịch Huế 1 ngày tại Công ty cổ phần truyền thông Quảng cáo và Dịch vụ Du lịch Đại Bàng - 12


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total Correlation

Cronbach's Alpha if Item

Deleted

NTK1

7,81

2,113

,544

,801

NTK2

8,09

1,798

,704

,627

NTK3

7,90

1,943

,643

,697


1.10 Cronbach’s Alpha cho nhân tố “Quyết định lựa chọn sản phẩm tour du lịch Huế 1 ngày”


Reliability Statistics

Cronbach's

Alpha

N of Items

,771

3


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total Correlation

Cronbach's Alpha if Item

Deleted

QD1

7,85

1,258

,631

,668

QD2

7,87

1,225

,567

,733

QD3

7,80

1,101

,624

,671


2. Phân tích nhân tố khám phá EFA

2.1 Phân tích nhân tố khám phá đối với biến độc lập


KMO and Barrlett’s Test

Kaiser-Meyer-Olkin Adequacy.

Measure of

Sampling

,829

Bartlett’s

Test

of

Approx.

Chi-

1686,151

Aphericity



Square






Df


351




Sig.


,000


Total Variance Exxplained

Component

Initial Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total

% of

Variance

Cumulative %

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

1

7,404

27,422

27,422

7,404






2

2,266

8,393

35,816

2,266

3

1,991

7,372

43,188

1,991

4

1,727

6,395

49,583

1,727

5

1,426

5,283

54,866

1,426

6

1,323

4,899

59,765

1,323

7

1,205

4,465

64,230

1,205

8

1,172

4,340

68,570

1,172

9

,940

3,480

72,050


10

,769

2,847

74,897


11

,679

2,516

77,413


12

,617

2,285

79,698


13

,574

2,127

81,826


14

,530

1,963

83,789


15

,504

1,867

85,656


16

,474

1,757

87,413


17

,438

1,623

89,03690,595


18

,421

1,559

92,038


19

,389

1,442

93,384


20

,363

1,346

94,616


21

,333

1,232

95,724


22

,299

1,108

96,756


23

279

1,032

97,718


24

,260

,962

98,563


25

,228

,846

99,294


26

,197

,731

100,000


27

,191

,706



Extraction Method: Principal Component Analysis.

Rotated Component Matrixa


Component

1

2

3

4

5

6

7

8

GC3

,787








GC2

,749








GC1

,697








ST2

,581








ST1









NTK2


,835







NTK3


,806







NTK1


,741







KN3



,782






KN1



,733






KN2



,711






ST3









TD1




,858





TD2




,848





TD3




,716





DC2





,808




DC3





,796




DC1





,727




QC3






,813



QC2






,742



QC1






,726



DD3







,776


DD1







,740


DD2







,697


CL3








,766

CL1








,693

CL2








,684

Extraction Method: Principal Compoment Analysis. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation coverged in 6 iterations.


EFA BIẾN ĐỘC LẬP CHẠY LẠI


KMO and Barrlett’s Test

Kaiser-Meyer-Olkin

Adequacy.

Measure of

Sampling

,813

Bartlett’s

Test

of

Approx.

Chi-

1531,563

Aphericity



Square






Df


300




Sig.


,000


Total Variance Exxplained

Compon ent

Initial Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

1

6,803

27,213

27,713

6,803

27,213

27,213

2,957

10,389

10,389

2

2,150

8,599

35,813

2,150

8,599

35,813

2,373

9,493

19,883

3

1,988

7,953

43,766

1,988

7,953

43,766

2,241

8,964

28,847

4

1,724

6,895

50,661

1,724

6,895

50,661

2,163

8,650

37,497

5

1,415

5,662

56,323

1,415

5,662

56,323

2,119

8,476

45,973

6

1,310

5,239

61,561

1,310

5,239

61,561

2,092

8,366

54,339

7

1,177

4,710

66,271

1,177

4,710

66,271

2,078

8,314

62,653

8

1,107

4,429

70,700

1,107

4,429

70,700

2,012

8,047

70,700

9

,769

3,077

73,778







10

,742

2,966

76,744







11

,592

2,370

79,114







12

,572

2,287

81,401







13

,547

2,189

83,590







14

,520

2,078

85,668







15

,485

1,941

87,610







16

,460

1,839

89,449







17

,417

1,667

91,116







18

,380

1,521

92,637







19

,362

1,449

94,086







20

,307

1,228

95,314







21

,280

1,118

96,433







22

,266

1,062

97,495







23

,233

,933

98,428







24

,200

,802

99,230







25

,193

,770

100,000







Extraction Method: Principal Component Analysis.


Rotated Component Matrixa


Component

1

2

3

4

5

6

7

8

GC3

,800








GC2

,777








GC1

,706








ST2

,568








TD1


,867







TD2


,839







TD3


,725







NTK2



,858






NTK3



,826






NTK1



,731






KN3




,797





KN1




,749





KN2




,737





DC2





,823




DC3





,798




DC1





,737




QC3






,811



QC2






,756



QC1






,733



CL3







,795


CL1







,698


CL2







,692


DD3








,790

DD1








,747

DD2








,687

Extraction Method: Principal Compoment Analysis. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation coverged in 6 iterations.


2.2 Phân tích nhân tố khám phá biến phụ thuộc “Quyết định lựa sản phẩm tour du lịch Huế 1 ngày”


KMO and Barrlett’s Test

Kaiser-Meyer-Olkin

Adequacy.

Measure of

Sampling

,694

Bartlett’s

Test

of

Approx.

Chi-

118,666

Aphericity



Square






df


3




Sig.


,000


Total Variance Exxplained

Component

Initial

Eigenvalues

Extraction Sums of Squared Loadings

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

1

2,064

68,792

68,792

2,064

68,792

68,792

2

,521

17,364

86,156




3

,415

13,844

100,000




Extraction Method: Principal Component Analysis.


Component Matrixa


Component

1

QD1

QD2 QD3

,845

,842

,801

Extraction Method: Principal Componnent Analysis

a. 1

component extracted

3. Phân tích hồi quy đa biến


Correlations


QD

GC

TD

NTK

KN

DC

QC

CL

DD

QD Pearson Correlation

1

,369**

,260**

,245**

,291**

,149

,166*

,348**

,320**

Sig.(2-tailed)


,000

,001

,003

,000

,069

,043

,000

,000

N

150

150

150

150

150

150

150

150

150

GC Pearson Correlation

,369**

1

,000

,000

,000

,000

,000

,000

,000

Sig.(2-tailed)

,000


1,000

1,000

1,000

1,000

1,000

1,000

1,000

N

150

150

150

150

150

150

150

150

150

TD Pearson Correlation

,260**

,000

1

,000

,000

,000

,000

,000

,000

Sig.(2-tailed)

,001

1,000


1,000

1,000

1,000

1,000

1,000

1,000

N

150

150

150

150

150

150

150

150

150

NTK Pearson Correlation

,245**

,000

,000

1

,000

,000

,000

,000

,000

Sig.(2-tailed)

,003

1,000

1,000


1,000

1,000

1,000

1,000

1,000

N

150

150

150

150

150

150

150

150

150

KN Pearson Correlation

,291**

,000

,000

,000

1

,000

,000

,000

,000

Sig.(2-tailed)

,000

1,000

1,000

1,000


1,000

1,000

1,000

1,000

N

150

150

150

150

150

150

150

150

150

DC Pearson Correlation

,149

,000

,000

,000

,000

1

,000

,000

,000

Sig.(2-tailed)

,069

1,000

1,000

1,000

1,000


1,000

1,000

1,000

N

150

150

150

150

150

150

150

150

150

QC Pearson Correlation

,166*

,000

,000

,000

,000

,000

1

,000

,000

Sig.(2-tailed)

,043

1,000

1,000

1,000

1,000

1,000


1,000

1,000

N

150

150

150

150

150

150

150

150

150

CL Pearson Correlation

,348**

,000

,000

,000

,000

,000

,000

1

,000

Sig.(2-tailed)

,000

1,000

1,000

1,000

1,000

1,000

1,000


1,000

N

150

150

150

150

150

150

150

150

150

DD Pearson Correlation

,320**

,000

,000

,000

,000

,000

,000

,000

1

Sig.(2-tailed)

,000

1,000

1,000

1,000

1,000

1,000

1,000

1,000


N

150

150

150

150

150

150

150

150

150

**. Correlation is significant at the 0.01 level (2-tailed)

*. Correlation is significant at the 0.05 level (2-tailed)


4. Phân tích hồi quy Model Summary

Model Summaryb

Model

R

R Square

Adjusted R

Square

Std. Error of the

Estimate

Durbin-Watson

1

,774a

,600

,580

,64820569

1,778

a. Predictors: (Constant), DD, CL, QC, KN, NTK, TD, GC

b. Dependent Variable: QD


ANOVAa

Model

Sum of Squares

df

Mean Square

F

Sig.


Regression

89,336

7

12,762

30,374

,000b

1

Residual

59,664

142

,420




Total

149,000

149




a. Dependent Variable: QD

b. Predictors: (Constant), DD, CL, QC, KN, NTK, TD, GC


Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t

Sig.

Collinearity

Statistics

B

Std. Error

Beta

Tolerance

VIF


(Constant)

-1,536E-

017

,053


,000

1,000




GC

,369

,053

,369

6,952

,000

1,000

1,000


TD

,260

,053

,260

4,894

,000

1,000

1,000

1

NTK

,245

,053

,245

4,607

,000

1,000

1,000


KN

,291

,053

,291

5,479

,000

1,000

1,000


QC

,166

,053

,166

3,119

,002

1,000

1,000


CL

,348

,053

,348

6,555

,000

1,000

1,000


DD

,320

,053

,320

6,033

,000

1,000

1,000

a. Dependent Variable: QD

5. Đánh giá của khách hàng về các nhân tố

5.1 Giá trị trung bình của nhân tố “Giá cả tour”


One-Sample Statistics


N

Mean

Std.

Deviation

Std. Error

Mean

GC1

150

4,15

,841

,069

GC2

150

3,61

,750

,061

GC3

150

3,97

,727

,059



One-Sample Test


Test Value = 3

t

df

Sig. (2-

tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower

Upper

GC1

16,789

149

,000

1,153

1,02

1,29

GC2

9,908

149

,000

,607

,49

,73

GC3

16,276

149

,000

,967

,85

1,08


5.2 giá trị trung bình của nhóm nhân tố “ Sự sẵn có và chất lượng tour”


One-Sample Statistics


N

Mean

Std.

Deviation

Std. Error

Mean

CL1

150

3,93

,820

,067

CL2

150

4,03

,878

,072

CL3

150

3,76

,766

,063


One-Sample Test


Test Value = 3

t

df

Sig. (2-

tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower

Upper

CL1

13,840

149

,000

,927

,79

1,06

CL2

14,416

149

,000

1,033

,89

1,17

CL3

12,156

149

,000

,760

,64

,88


5.3 Giá trị trung bình của nhóm nhân tố “ Địa điểm đặt tour”

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