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Phân tích kết quả hoạt động Marketing online của công ty TNHH MTV Truyền thông và giải trí Philip Entertainment - 12


KMO and Bartlett's Test


Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.693

Approx. Chi-Square

83.733

Bartlett's Test of Sphericity df

3

Sig.

.000

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Phân tích nhân tố khám phá EFA biến phụ thuộc


Total Variance Explained


Component

Initial

Eigenvalues

Extraction Sums of Squared Loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1

2.013

67.115

67.115

2.013

67.115

67.115

2

.510

16.998

84.113




3

.477

15.887

100.000




Extraction Method: Principal Component Analysis.



Component Matrixa



Component

1

HQMT2

HQMT1 HQMT3

.828

.816

.814

Extraction Method:

Principal Component Analysis.

a. 1 components extracted.


4. Phân tích tương quan và hồi quy

Phân tích tương quan


Correlations



HQMT

FACEBOOK

TVTT

YOUTUBE

EMAIL


Pearson Correlation

1

.525**

.328**

.419**

.305**

HQMT

Sig. (2-tailed)


.000

.000

.000

.001


N

120

120

120

120

120


Pearson Correlation

.525**

1

-.011

.160

.104

FACEBOOK

Sig. (2-tailed)

.000


.908

.081

.259



N

120

120

120

120

120


Pearson Correlation

.328**

-.011

1

.045

.044

TVTT

Sig. (2-tailed)

.000

.908


.624

.636


N

120

120

120

120

120


Pearson Correlation

.419**

.160

.045

1

.023

YOUTUBE

Sig. (2-tailed)

.000

.081

.624


.806


N

120

120

120

120

120


Pearson Correlation

.305**

.104

.044

.023

1

EMAIL

Sig. (2-tailed)

.001

.259

.636

.806



N

120

120

120

120

120

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


Phân tích hồi quy


Correlations



HQMT

FACEBOOK

TVTT

YOUTUBE

EMAIL


HQMT

1.000

.525

.328

.419

.305


FACEBOOK

.525

1.000

-.011

.160

.104

Pearson Correlation

TVTT

.328

-.011

1.000

.045

.044


YOUTUBE

.419

.160

.045

1.000

.023


EMAIL

.305

.104

.044

.023

1.000


HQMT

.

.000

.000

.000

.000


FACEBOOK

.000

.

.454

.040

.129

Sig. (1-tailed)

TVTT

.000

.454

.

.312

.318


YOUTUBE

.000

.040

.312

.

.403


EMAIL

.000

.129

.318

.403

.


HQMT

120

120

120

120

120


FACEBOOK

120

120

120

120

120

N

TVTT

120

120

120

120

120


YOUTUBE

120

120

120

120

120


EMAIL

120

120

120

120

120


Coefficientsa


Model

Unstandardized

Coefficients

Standardized

Coefficients

t

Sig.

Correlations

Collinearity

Statistics

B

Std.

Error

Beta

Zero-

order

Partial

Part

Tolerance

VIF

1

(Constant)

.766

.267


2.864

.005








FACEBOOK

.262

.037

.451

7.053

.000

.525

.550

.443

.964

1.038

TVTT

.184

.038

.308

4.893

.000

.328

.415

.307

.996

1.004

YOUTUBE

.211

.041

.328

5.155

.000

.419

.433

.323

.972

1.029

EMAIL

.153

.041

.237

3.759

.000

.305

.331

.236

.987

1.013

a. Dependent Variable: HQMT


Đánh giá độ phù hợp của mô hình


Model Summaryb


Model

R

R

Square

Adjusted R Square

Std. Error of the Estimate

Change Statistics

Durbin- Watson

R Square

Change

F

Change

df1

df2

Sig. F

Change

1

.740a

.547

.532

.367

.547

34.766

4

115

.000

1.955

a. Predictors: (Constant), EMAIL, YOUTUBE, TVTT, FACEBOOK

b. Dependent Variable: HQMT


Kiểm định độ phù hợp của mô hình


ANOVAa


Model

Sum of Squares

df

Mean Square

F

Sig.


Regression

18.780

4

4.695

34.766

.000b

1

Residual

15.530

115

.135




Total

34.310

119




a. Dependent Variable: HQMT

b. Predictors: (Constant), EMAIL, YOUTUBE, TVTT, FACEBOOK


Kiểm định phân phối chuẩn của phần dư


5 Đánh giá của khách hàng về các yếu tố Marketing của công ty  Đánh giá 1

5. Đánh giá của khách hàng về các yếu tố Marketing của công ty

Đánh giá của khách hàng đối với nhóm Facebook


FACEBOOK1



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

7

5.8

5.8

5.8


Khong dong y

11

9.2

9.2

15.0


Trung lap

16

13.3

13.3

28.3

Valid

Dong y

38

31.7

31.7

60.0


Rat dong y

48

40.0

40.0

100.0


Total

120

100.0

100.0



FACEBOOK2



Frequency

Percent

Valid Percent

Cumulative

Percent

Valid

Rat khong dong y

Khong dong y

6

15

5.0

12.5

5.0

12.5

5.0

17.5



Trung lap

24

20.0

20.0

37.5

Dong y

39

32.5

32.5

70.0

Rat dong y

36

30.0

30.0

100.0

Total

120

100.0

100.0



FACEBOOK3



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

3

2.5

2.5

2.5


Khong dong y

25

20.8

20.8

23.3


Trung lap

27

22.5

22.5

45.8

Valid

Dong y

46

38.3

38.3

84.2


Rat dong y

19

15.8

15.8

100.0


Total

120

100.0

100.0



FACEBOOK4



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

5

4.2

4.2

4.2


Khong dong y

14

11.7

11.7

15.8


Trung lap

20

16.7

16.7

32.5

Valid

Dong y

38

31.7

31.7

64.2


Rat dong y

43

35.8

35.8

100.0


Total

120

100.0

100.0



One-Sample Statistics



N

Mean

Std. Deviation

Std. Error Mean

FACEBOOK1

FACEBOOK2

120

120

3.91

3.70

1.195

1.171

.109

.107


FACEBOOK3

FACEBOOK4

120

120

3.44

3.83

1.067

1.162

.097

.106


One-Sample Test



Test

Value

=

4

t

df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the

Difference

Lower

Upper

FACEBOOK1

-.840

119

.403

-.092

-.31

.12

FACEBOOK2

-2.806

119

.006

-.300

-.51

-.09

FACEBOOK3

-5.730

119

.000

-.558

-.75

-.37

FACEBOOK4

-1.571

119

.119

-.167

-.38

.04


Đánh giá của khách hàng đối với nhóm Tư vấn trực tuyến


TVTT1



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

6

5.0

5.0

5.0


Khong dong y

13

10.8

10.8

15.8


Trung lap

29

24.2

24.2

40.0

Valid

Dong y

26

21.7

21.7

61.7


Rat dong y

46

38.3

38.3

100.0


Total

120

100.0

100.0



TVTT2



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

8

6.7

6.7

6.7


Khong dong y

36

30.0

30.0

36.7


Trung lap

31

25.8

25.8

62.5

Valid

Dong y

29

24.2

24.2

86.7


Rat dong y

16

13.3

13.3

100.0


Total

120

100.0

100.0



TVTT3



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

2

1.7

1.7

1.7


Khong dong y

36

30.0

30.0

31.7


Trung lap

27

22.5

22.5

54.2

Valid

Dong y

31

25.8

25.8

80.0


Rat dong y

24

20.0

20.0

100.0


Total

120

100.0

100.0



TVTT4



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

7

5.8

5.8

5.8


Khong dong y

9

7.5

7.5

13.3


Trung lap

33

27.5

27.5

40.8

Valid

Dong y

44

36.7

36.7

77.5


Rat dong y

27

22.5

22.5

100.0


Total

120

100.0

100.0



One-Sample Statistics



N

Mean

Std. Deviation

Std. Error Mean

TVTT1

120

3.78

1.212

.111

TVTT2

120

3.08

1.161

.106

TVTT3

120

3.33

1.153

.105

TVTT4

120

3.63

1.093

.100


One-Sample Test



Test Value = 4

t

df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the

Difference

Lower

Upper

TVTT1

TVTT2

-2.033

-8.730

119

119

.044

.000

-.225

-.925

-.44

-1.13

-.01

-.72


TVTT3

-6.411

119

.000

-.675

-.88

-.47

TVTT4

-3.759

119

.000

-.375

-.57

-.18


Đánh giá của khách hàng đối với nhóm Youtube


YOUTUBE1



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

4

3.3

3.3

3.3


Khong dong y

9

7.5

7.5

10.8


Trung lap

19

15.8

15.8

26.7

Valid

Dong y

38

31.7

31.7

58.3


Rat dong y

50

41.7

41.7

100.0


Total

120

100.0

100.0



YOUTUBE2



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

6

5.0

5.0

5.0


Khong dong y

12

10.0

10.0

15.0


Trung lap

25

20.8

20.8

35.8

Valid

Dong y

45

37.5

37.5

73.3


Rat dong y

32

26.7

26.7

100.0


Total

120

100.0

100.0



YOUTUBE3



Frequency

Percent

Valid Percent

Cumulative

Percent


Rat khong dong y

2

1.7

1.7

1.7


Khong dong y

25

20.8

20.8

22.5


Trung lap

33

27.5

27.5

50.0

Valid

Dong y

44

36.7

36.7

86.7


Rat dong y

16

13.3

13.3

100.0


Total

120

100.0

100.0


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