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7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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J MOH FA W H VH
VZBM O DA BMHO VDBM
)))))))))h0h)))))))))
ABM VZBD VDNI F ASA VDO
Qobd wob bmdob as edhn da Vzbm o da Bmho vdbm :0>:
VB ABM VZBD; Bmdob as vdo w dbd wo an bmo vos fbm o wo
bdb dbm zobm vo aa qos vd vzbn jb D Bo w iv q edsybbmd
Bdi bmbd; Eobd fhnbd w ^sb L :
D Bo, vdbm 6 bi :0>:
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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FNBD IA JBM JOS
Jbm >">; Edo ~sv bo fsbm an dbd wo isn qi
Dbd >":" ^sy vzbd zn ~syv bd isn an a bdb
Dbd >"1; I dbd pdb lho
Jbm >"6 ;Bdbm vdbd pdb adbd vzhbm dbd bd iv an dbm jb l
Jbm >"3; Q pdb lho Bdb dbm zobm
Jos :">;Jos vd dob q vos fbm vzb vhb vd moo wo qb pdi bdb dbm
zobm vzhbm vdo monb qsy vdho eobd v
Jos :":;Jos vd dob q vos fbm vzb vhb vd moo wo qb pdi bdb dbm
zobm vzhbm vdo monb eobd v pda do
Jos :"1; Vd pdb qb pdi bdb dbm zobm vzhbm bmbd vdbm io dob o
ads
Jos :"6; Vd pdb qb pdi bdb dbm zobm ads I Lnvobd
Jos :"3; Vhp >0 ~sa mon fb s vzhbm woa vos fbm qb pdi bdb dbm zobmvzhbm vdo e bb eobd v qsy vdho
Q :"7;
Q :"=
;
Jbm 1">; Iv q ad vos ad ys bi :0>>$ vbm(moi/ qh wo bi :0>0$#/
Q 1":; Q Vbm dn io ~snb d mon aa ys v vdni mon pdv vzob bdbdbm zobm
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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IA LA
LO I S """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" >ADBM O; L VDS_V ADSBM W BDB DBM ZOBM """""""""""""""""""""""" 6
>">"L vdsyv w dbd wo bmo vos fbm """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 6
>">">" Edo boi;""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 6
>">":" Aa wno vz w aa eos dbd wo isn qi; """"""""""""""""""""""""""""""""""""""""""""""""""""""" 3
>">"1" ^sy vzbd zn ~syv bd w aa ys v lob ~snb """"""""""""""""""""""""""""""""""""""""""""" 7
; """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" >6
>":">" ;"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" >6>":":" Bdbm ys v va bm vo woa ln adb an dbm w isn qi """"""""""""""""""" :>
>":"1" ;""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" :1
ADBM :; VDA VZBM Q FBM BDB DBM ZOBM VO AA QOS
VD VZB N JB D BO """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 10
:">" Edo ~sv vda vzbm bdb dbm zobm vzb vd moo w vo Wov Bni """"""""""""" 10
:">">" Vzb vd moo """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 10
:">":" Vo vd vzbm Wov Bni """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 17
:":" Edh qv, os vzn vda vzbm; """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 61
:":">" Vdbm vob adsbm w edh qv; """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 61
:":":" Bo fsbm edh qv; """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 61
:":"1" Vdov e jbm do; """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 66
:":"6" Dbm edno vda vdbm vob """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 6?
:"1" Vbm dp ev ~s edh qv """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 6?
:"1">" Vbm dp, bd mo vdch bdi as do; """""""""""""""""""""""""""""""""""""""""""""""""""""""" 6?
:"1":" Ev lsb v edh qv; """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 31
:"1"1" bd mo adsbm w qb pdi bdb dbm zobm Wov Bni; """""""""""""""""""""""" 31
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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ADBM 1; IV Q EDS_B BMD AN BDI BMDOB AS """""""""""""" 34
1">" Bdb bd w ts dbm vos fbm an Wov Bni vzhbm bdbm bi vo """""""""" 34
1">">" Ja vznbd vhb abd w bb eobd v Wov Bni :0>>):0>:""""""""""""""""""""""""""""" 34
1">":" Iv q ts dbm ad ys vzhbm vos fbm an bmo Wov Bni """"""""""""""""""" 70
1":" A do w vdad vda o wo qb pdi bdb dbm zobm vo Wov Bni """""""""" 71
1":">" A do """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 71
1":":" Vdad vda" """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 76
1"1" Iv q edsyb bmd """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 73
1"1">" o wo bd pdb pdo""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 73
1"1":" o wo bd qb tsv """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 7=
1"1"1" o wo bmo vos fbm """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" =0
1"1"6" Vbm dn io ~snb d; """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" =>
EV LSB """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" =1
VO LOS VDNI EDH """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" =3
PD LA"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" ==
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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>
LO I S
>" Vbd ap vdov an vo;^s vzbd vhb as dn bb eobd v fob zn bmy abm ibd iw qo bm" Vzhbm
bb eobd v vdvzbm abd vznbd y eda lov, v a vdbd abm w vh a w
vd adh zobm ibd, aa fhnbd bmdop lsb edbm bmbm bmdob as vi zn bdbm
dbd vda eobd fhnbd io bdi pdv vzob vd pdb w mon vbm lo bdsb" Vdo monb
wn ~sn, a jov l edhbm vdo monb bb eobd v vd moo li wh edbm dhbm, vzhbm
bmbd eobd fhnbd jb l, i vp vzsbm ad ys l aa d vdbm qos vd, iv dbd vda
eobd fhnbd io fb dbd vdbd w nbm bmy abm a izbm, adbd l dbd
vda qb tsv w eobd fhnbd qb pdi inbm bdb dbm zobm"
Vda v edo boi bdb dbm zobm edbm ab tn l m wo bmo vos fbm vzb
vhb as bn w aa qb pdi inbm bdb dbm zobm vzvdbd iv ln adb vdbm
tsyb an bmo vos fbm vzhbm dob vo w fhb q ab pdv vzob ibd db bn
vzhbm vbm lno"
Edbm bi bmho ts dbm pdv vzob adsbm an vhb vd moo, bi :00: a adh
l bi is vzh ls li bdb dbm zobm an aa qos vd, aa bd jb lWov
Bni edo d vdbm qos vd Icvzh Anqd ' Anzzy lb s vob vsbm zn dbm lhv aa bdb
dbm zobm" Pdo edbm bd iv os zbm, woa bdb dbm zobm zn o vds dv
a q ~snb vi an bmo vos fbm, bm vdo inbm lo adh aa qos vd bdbm lo
ad edbm bd bd vb fbm a d vdbm pdb pdo an ibd, vb fbm lo vd
vdbm dos, av moi a pdb bh ado pd inzecvobm, Aa qb pdi a mb
bdb dbm zobm z zbm nbm a zv bdos lo vd qh wo qb pdi an bd qb tsv,
a jov l vzhbm vbd dbd li pdv anh bd dob bny" Vsy bdob, wb a bdbm lsbmts dbm eda bdns vzhbm vi l vos fbm an edad dbm o wo qb pdi by"
Bdb jov a vbd ap vdov an wb v zn, adbm vo ~syv bd bmdob as vo;
Bmdob as vdo w dbd wo an bmo vos fbm o wo bdb dbm zobm
an aa qos vdvzb n jb D Bo w iv qedsyb bmd
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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:
Wo ihbm isb qmop bmo a dos z db a vi l bmo vos fbm vzhbm
woa q fbm aa qb pdi inbm bdb dbm zobm w n zn iv q edsyb bmd adh
aa jb a lob ~snb"
:" Vbm ~snb vbd dbd bmdob as;W ibm vi l bmo vos fbm, a zv bdos jh ah vzhbm w bmho ba
bmdob as qs qa w wb by, vsybdob o wo fbm qb pdi inbm bdb dbm
zobm vd wb ab zv db ad jo l vo by adn a edno vda bdos" a iv
q jh ah vzb Vp ad edhn da w abm bmd D Bbm ap b vda vzbm
bdb dbm zobm vo Wov Bni, vsy bdob io bd mo n zn edbm fn vzb edn
abd vi l bmo vos fbm i ad ys l ao bdb an aa bd pdb pdo" Wo bdbmts dbm ibd w vo by vzhbm vdo monb mb y, adbm vo vob zbm bmdob as
by q mp pdb n zn iv ao bdb qs qa db w bdb dbm zobm vdbm ~sn vdo
, aad bm t an edad dbm"
1" Ia vos bmdob as;) D vdbm dn l vdsyv wbdb dbm zobm w aa bo fsbm a lob ~snb bd
vi l bmo vos fbm $ahbqsicz jcdnwohz/ w pdb pdo"
) Bmdob as w bd mo vda vzbm q fbm bdb dbm zobm an aa qos vdvo Wov Bni bo adsbm w vzb n jb D Bo bo zobm"
) n zn > q edsyb bmd wo aa jb lob ~snb a bdb vda, vdo , dbd wow vzad bdoi pd dp wo bdb dbm zobm
6" Pdbm pdp bmdob as;) Edh qv a a ao bdb a vd w vbd dbd q fbm bdb dbm zobm vo
aa qos vd"
) Q fbm iv q l vdsyv pd dp pdb vad dbd wo bmo vos fbm") p fbm l vdsyv wh pdb vad ev ~s edh qv a a bd mo bm b
w vda vzbm q fbm bdb dbm zobm vzb n jb D Bo"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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1
) n zn iv q edsyb bmd adh bd pdb pdo, bd qb tsv, bmo vos fbm wiv q jb lob ~snb
3" o vbm bmdob as w pdi wo bmdob as;) o vbm bmdob as; Vdo w dbd wo bmo vos fbm o wo bdb dbm
zobm an aa qos vd vo D Bo
) Pdi wo bmdob as;Edbm monb; vo 6 qos vd ; JomA, Icvzh Anqd ' Anzzy, Ah"hp Inzv, Dnpzh"
Vdo monb; vbi :00= b bny"
7" Ev ~s bmdob as feob;) Jb jh ah vbm dp edhbm 70 vznbm vdch bm ~sy bd jnb v ada") Adz a oi, ts dbm bmo vos fbm vzhbm woa vop bdb fbm qb pdi
by"
) bd mo vda vzbm, dos ~s woa aa qos vdn fbm qb pdi by wh vdvzbm"
) n zn edsyb bmd wo aa jb lob ~snb vdch : dbm l bd lbm w bdvbd"
="
Ev as an vo;Adbm O; L vdsyv adsbm w bdb dbm zobm
Adbm OO; Vda vzbm q fbm bdbd dbm zobm vo aa qos vd vzb n
jb D Bo
Adbm OOO; Iv q edsyb bmd wo aa jb lob ~snb
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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6
ADBM O; L VDS_V ADSBM W BDB DBM ZOBM
>">"L vdsyv wdbd wo bmo vos fbm>">"> Edo boi;Vza dv, a 1 edo boi adbd vdbm tsyb a bda b edo bo w dbd wo
bmo vos fbm, l; edad dbm, bdi edad dbm w dbd wo edad dbm"
>">">"> Edad dbmEdo boi edad dbm y a dos l bmo isn dha a q ~snb vi iv lho
dbm dn bh i q ~snb vi by a vd fb b dbd bm isn $Vdq V Vd Dbm
Dbd, p >7/
>">">": Bdi edad dbm; bmdob as a z dbd wo edad dbm, adbm vn ab pdb jov : bdi edad
dbm adbd l; edad dbm a bdb w edad dbm v ada"
Edad dbm a bdb; Bdbm bmo isn dbm pda w adh woa vos fbm an
a bdb dha mon bd d"
Edad dbm vada; Bdbm bmo by isn dbm q fbm adh aa dhv bm
an v ada $Vdq V Vd Dbm Dbd, p>=/
>">">"1 Dbd wo bmo vos fbm $edad dbm/Vdch Dop do inzecvobm Dhn E, dbd wo edad dbm adbd l q va bm ~sn lo
mon aa ys v ead vdad an io vzbm wo bdb vda w dbd wo an ahb bmo i
~sn q vbm va ahb bmo vdny o asa qbm an d" Dny bo aad eda, dbd wo
edad dbm jnh mi bdbm qsy bmd w ai bdb i ahb bmo a a w bdbm
dbd bm i d vda dob vzhbm ~s vzbd vos fbm" Bdbm ys v bd eob v
bdbm bmo vos fbm eda, ~sbm ah, vdbm vob w mo a, jnh j, j bmho qb
pdi s a vd va bm b ai bdb, qsy bmd w dbd wo an edad dbm
Vdch Ehvlcz ' Lcwy, dbd wo edad dbm l bdbm dbd wo a vd an iv a bdb
edo vda dob aa ~syv bd isn qi, q fbm w wv j qb pdi dny fad w"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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3
Bd wy, ~sn dno bd bmdn vzb,adbm vn a vd ta bd dbd wo edad dbm jnh
mi aa ys v;
) Bdbm qsy bmd w ai bdb an ahb bmo vzhbm ~s vzbd isn qi w vosfbm"
) Dbd wo edad dbm l bbm bm w vbm va w b ads va bm jo bdbmys v vio vzbm jb bmho w a qva bm vzlo o wo io vzbm y"
) Dbd wo edad dbm jnh mi aa dhv bm; isn qi, q fbm w t l qbpdi fad w" $Vdq V Vd Dbm Dbd :00?, p >>/
>">": Aa wno vz w aa eos dbd wo isn qi;>">":">Aa wno vz vzhbm isn dbm;Iv ~syv bd isn dbm an a bdb edbm ad l ~syv bd an zobm d, i
vdbm vdbm ab ads q va bm, bd dbm v bdos bmo eda" Vdch Pdollop
Ehvlcz, a vd adon zn 3 lho bmo eda bdns wo bdbm va bm eda bdns b dbd
wo isn dbm an bmo vos fbm, l; bmo adtbm, bmo a bd dbm, bmo
~syv bd, bmo isn w bmo q fbm"
Bmo ad tbm;y l bmo s vob bs lb vbm isn iv qb pdi dny
fad w a vd"
Bmo a bd dbm; eob a bd dbm b ~syv
bd"
Bmo ~syv bd; l bmo ~syv bd io ys v vzhbm ~syv bd isn qi; A
bb isn edbm, isn ao m, is bd vd bh dny isn s"
Bmo isn;Bmo vda dob woa isn qi vda v"
Bmo q fbm;Bdos edo, bmo isn w bmo q fbm edbm bm bdv wo
bdns" Bmo q fbm y adbd l bmo q vos fbm qb pdi dny fad w"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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7
>">":":Aa eos dbd wo isn qi;
Aad vdbm ~sn ~syv bd an bmo vos fbm q vdny o vs vdch eos ~syv bd
isn qi" W f bd bdbm ib dbm pda vh w v vob q o do bmo isn pdo
ab bda e db w a bdos bmo vdni mon ~syv bd db" Nqqncl pdb zn jb
eos dbd wo isn qi an bmo vos fbm ab a wh ia vdni mon an bmo isn
w ia eda bdns mon aa bdb dos" Jb eos by a lov e jnh mi a;
))))
Bmho zn, vn ab a vd edo ~sv bo fsbm an aa dbd wo isn qi vdbm ~sn jbm
qns;
Jbm >">; Edo ~sv bo fsbm an dbd wo isn qi
Ia vdni mon anh Ia vdni mon vdp
Bdos bdb dos Dbd wo isn qi pdavp
Dbd wo isn qi vieoi q n fbm
v bdb dos Dbd wo isn qi i
jh do dn
Dbd wo isn qi vdbm
vdbm
>">"1 ^sy vzbd zn ~syv bd w aa ys v lob ~snb>">"1">"^sy vzbd zn ~syv bd;
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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=
Dbd >":" ^sy vzbd zn ~syv bd isn an a bdb
Vzb dbd > vzbd jy qs mono hb i bmo vos fbm pdo vzo ~sn; vda bds
as, vi eob vdbm vob, bd mo aa pdbm b, ~syv bd isn, dbd bm isn w
pdb bm qns isn" Tv vdch i dbd vd iv bmo vos fbm jv e pdo vzo ~sn vv a
qs mono hb vzhbm io lb isn dbm" Vsy bdob, edo vda dob isn dbm vdbm bmy
d j ~sn iv wo mono hb dny vdny o vzbd v an adbm" W f iv bmo pd b
isn vdsa bd zbm bdb dos ~scb vdsa wo ibd, qns edo vda bdns as vdbm
~sn bmy ~syv bd isn dbm, j ~sn mono hb vds vdp vdbm vob w bd mo aapdbm b" Bdbm f qnh, i dbd vzb abm pdb bd vv a bdbm q ab bda by
qobd edo bmo vos vd mp pdo iv vbd dsbm io o wo d, a jov l bs edo
pdo moo ~syv bdos wb $BTJ Vdbm E, p >60/
>">""1":"Aa ys v lob ~snb;
Bmo vos fbm vdbm ~sn aa ~syv bd an ibd edbm pdo vzhbm adb
edbm" A 3 ys v a bd dbm lb b dbd wo isn dbm i d vda dob, jnh mi;ys v wb dn, ys v t do, ys v a bdb, ys v vi l w ys v vbd dsbm"
) _s vwb dn;
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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4
Bdbm ys v wvzbd wb dn a bd dbm vh lb w qs qa bdv b dbd wo
bmo vos fbm" Vn q tci tv bb wb dn, bdbd wb dn w n w t do an bmo
isn bm wno vz bd vd bh"
Bb wb dn; l ys va jb ~syv bd ihbm isb w dbd wo an io bmo"
Bdbm n vz lb lb vo aa ~sa mon eda bdns q a aad bdb eda bdns w jb
vdnb, io ~snb d wo io bmo w aa l bmdo t do" Bmo Bdv a vdo ~scb vos
fbm vov eoi vzhbm edo bmo I lo vdad isn qi"
Bdbd wb dn; io iv bb wb dn lo jnh mi aa bdbd wb dn bd db,
~syv bd ado vov db vodbd wo bmo vos fbm" Aa bdbd wb dn jnh mi ~sa
vad, vb moh, adbm va w eds wa n l"Vbm lp t do; l bdbm pdb ap vzhbm t do" Aa vbm lp t do eda bdns vd
a qn vdad dbm dn abm bd vdbm dos eda bdns w ~sb h, mon fbm, aa
dhv bm moo vz w tc a" Vdi ad q eda jov by ab a vd dob vzhbm woa
adb ln aa pdbm vob vzsyb vdbm; aa vbm lp anh vdbm ln adb qad jh, vp
ad vzhbm edo aa vbm lp fo vdbm adb vzsyb dbd" Edbm ad wy, bmny a vzhbm
lbd wa vzsyb dbd, aa vbm lp anh vdbm a ts dbm adb adbm vzbd vob va
ab aa vbm lp fo vd vdbm ys vdad aa adbm vzbd vd vdnh"
) _s v t do;Dbd wo an bmo vos fbm abm a ~sy bd jo bdbm ys v inbm vbd adv
t do bd bdbm bdi n vdad, mon bd w wno vz n w"
Bdi n vdad;Bdi n vdad an iv bmo l vv aaa bdi a va bm vza
vop dha mob vop vo vdo w dbd wo an bmo " Aa bdi a va bm vza vop
a mo l aa bdi do wob $icijczqdop mzhspq/, iv wo vzhbm q by l aa bdi
q ap bo bmo vbm va iv aad lob va w vdnb vdov bd; mon bd, jb j,
bm bmdop" Bmho zn ab a aa bdi vd ap bd vb moh, vzbd ,aa bdi by
vdbm ys as iv qvbm va vznbm vzbm db w v vdbm tsyb db"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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?
Bdi n vdad va bm vo bmo vos fbm vdch v bdv jn aad; n zn dbd wo w
lo qbm io5 bd dbm vo vdo w vda w jb vdb5 vh qa p vo q ln adb
an bmo vos fbm" Vdi bn, bmo vos fbm ab a vd ads bd dbm v aa
bdi i ibd edbm vdsa wbd; bdi vzsyb ai dbm $bdi i bmo isb
vdni mon/, bdi pdb vad $bdi a aa mo vzw dbd bm i bmo pdb o/"
W f; Iv bmdob as an K"F ph}cz ad zn 7:# bdbm ja adn i I adh
zbm ahb ao d $bdi q ap/ ad bm vdni mon wh bdbm ~syv bd isn tc"
Fh aa bd inzecvobm adsyb dbm ia vos wh vd d vz"
Wno vz w n w; iv a bdb a vd vdni mon wh zv bdos bdi $mon bd, as la
j, v ada,/ bo qta bd bdbm bmsyb va adh dbd wo an d" Wno vz jnh miaa dhv bm i bmo a bmo eda ihbm advda dob, io wno vz lo a
mb lob wo iv n weda bdns" ACH a n wanh db vzbm pdbm, vzbm pdbm
lo a n wanh db bdb wob jb dbm" Io bmo vdbm adb aa qb pdi vd
dob wno vz an ibd w n w vda v dha n w i d ihbm isb vzhbm t do"
W f; as vd jbm A"Zhbnlfh vdbm isn aa lho qos tc v vob bd
Jcbvlcy, Gczznzo,
Mon bd; Aa vdbd wob vzhbm mon bd l bdi vdni edh ~snb vzbm a bd
dbm lb bdv" Vn a vd pdb jov dno mon bd vzhbm o qbm bmo isn" Mon bd
bd dbm mi j i an bmo " Fh v j i i iv bmo a a iv bd
dbm o wo vb moh, adbd vz, eobd v w iv vda w vdni wbm a bdb, lbm v
vzbm w vbd ys" Bmny aedo bmo isn edbm ab ~snb d bdos wo j i, vd bd
dbm an j io wo dbd wo an bmo isn wb a vd zv lb" bdbm ba i
j i qbm adsbm wo ahb ao vzbm vdbd vd bd dbm an d a vdl a jb"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
14/84
>0
) _s v a bdb;Bdbm bv a vzbm j bmho ahb bmo, a jov l vso va, mono hb an ads
vzbd o qbm mon bd, bmd bmdop, vbd vzbm eobd v, eos bdb aad dny boi w
jb vdb, abm bd dbm vo bdbm ~syv bd an bmo isn"
Vso va w aa mono hb vzhbm asa o; qn vdad an adbm vn o wo vda b,
~sb h, mon fbm, moo vz vdbm lob ~snb vo vso va" Qa isn a bd dbd
bdqlbm, vso va, moo vbd an aa vdbd wob vzhbm aa dmon bd vo iv vdo
oi a vd" Dob bdob bdbm bmo vz q vdad bdbm vz ado ai moa ibd db
bdbm bmo a vso" Db bn, dbd wo vos fbm a vdvdny o edo ahb bmo vzo ~sn
aa mono hb bdv bd vzhbm asa o bd i ao w vzvdbd adn i"
Bmdbmdop; bmd bmdop z zbm a bd dbm vo dbd wo vos fbm" Bmo abm
bdb q isn ~sb h lnh bm, moy lnh bm, dp b vzn vzhbm edo moi a abm
vy q adb bdbm j ~sb h v vob, w iy jny w vd do wob aa as la j5 eq,
lsv q, bd wv l q vi bdbm pdb ii iy vbd eda bdns pd dp wo bds as
abm woa"
Dhb abd eobd v; Woa ln adb qb pdi ads va bm zv lb v dhb abd eobd
v an bmo " Dhb abd eobd v an bmo vn mi vds bdp a vdado vos a an
d $ia vds bdp, ia b bd w aad qp tp vdo monb/, vob vov eoi w vo qb
$jnh mi a v l pdb vzi vo qb ls bm/, b, edbbm wny ib, vdo o wo
woa ado vos w vov eoi"
Vbd aad w boi wjb vdb; Vd bdv, vbd aad y l bdbm a oi vi
l eda jov fb fv bdbm pdb bm lob va w vdbm bdv an ahb bmo wo aa ead
vdad vio vzbm, bd; vbd vvob, a lp, fvdad bmdo,A eob adh zbm; aa
vdbm dos abm a vbd aad zobm w bmo vos fbm vdbm adb aa vdbm dosa vbd aad mobm bd d" Iv bmdob as an Kcbbogcz Ncecz vdsa o da Qvnbghzf
vi zn vbd aad an aa vdbm dos w adbm iobd adh bdb bd vzb; Edc ibd
$Lcwoq/5 dbm edo $IVW/5 a bbm la $ABB/5 adb vdbd $Anipjcllq/5 vobd v" Iv
q bmdob as eda vzb pdi wo vhb as abm adh ev ~svbm v" Vddno, bmo
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
15/84
>>
vos fbm vdbm adb aa vdbm dos a vbd aad mobm wo aad bdb bdb an
bmo w jb vdb ibd dha aad bmo l vbm dn jb vdb ibd dha aad
bdb bdb an bmo eda wbmo " os by a jov bm o wo aa dbm dn
a vos fbm iv aad abm edno"
Pdhbm aad qbm; Vd bdv, pdhbm aad qbm l aad vda i iv bmo qbm
vzhbm vd moo a vd dob ~sn aa dhv bm, q ys vdad w eob an bmo by"
W fbd bdbm bmo a vda jh w qa edc w io vzbm vdbm vos fbm aa
qb pdi a bdb LHDNQ $logcqvylcq ghz dcnlvd nbf qsqvnobnjolovy/" Pdhbm aad qbm
by iv pdb a bd dbd jo woa bmo vos fbm j zbm jsa w vdo monb dny w
vob; iv qbmo vdad isn dbm dn mo z, vzhbm edo iv qbmo qb qbm vz vdi
vob vov eoi vdo monb" Vd dno, ~syv bd an bmo vos fbm jbd dbm jo
aa mo vz av lo, d vdbm boi vob bi fo vdo w dbd wo" Aa mo vz av lo by
~syv bd ia a jb aa q ln adb w a isb an ahb bmo vzhbm fo db"
) _s v vi l;Dbd wo ln adb isn dbm an a vdabm ads bd dbm an jb ys va jb
a vbd adv vi l bd qns; bm a, bdb vda, boi vob w vdo "
bm a; Vo jv e iv vdo oi bdv bd bh ahb bmo abm a bdos bds as"
Iv q bds as a bmsb ma qobd da; bdbm vzbm vdo abm vdbm wqobd l bd o,
edv, ed ads" Iv q bds as eda a bmsb ma vi l" Adbm by qobd v bdbm
vzbm vdo abm vdbm w vi l, bd bds as a vdn bdb, a ebd vzbm dny
a mb mo w vobd vdb" Ds dv bdbm bds as a bmsb ma vi l s edbm
ibd vda y ahb bmo dbd bm vdch adbm bmny lp va" Iv bds as q vz
vdbd bm a edo b vbm lb b iv ia ibd" Iv bm a $dny iv q vdo
vda/ l iv bds as a qa ibd vdo vda bmo vn dbd bm" Woa vdnib bds as q li moi jv ai moa abm vdbm" Aa bd vi l da pdv vzob
bdbm l vdsyv wbm a an ahb bmo" Vzhbm q bdbm l vdsyv bo vobm bdv a
jn l vdsyv l l vdsyv an Qomisbf Gzcsf, an Njzndni Inqlh} w an Gzcfczoae
Dcz{jczm"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
16/84
>:
Bdb vda; Iv bmo a bm a lsb qb qbm dbd bm" Vbd adv dbd bm
an bmo vy vdsa wh adbmo vos fbm bdb vda vbd dsbm bd vd bh"
Bdb vda a bd bmdn l iv ~s vzbd vdbm ~sn a vd vsyb adb, v
ada w moo vdad vdbm vob vh zn iv ja vznbd a bmdn wvd moo tsbm ~snbd"
Bdb vda edbm ad pd vdsa wh bdbm va bdb wv l, i ab pd vdsa wh a
io ~snb d an aa va bdb wo io vzbm tsbm ~snbd w bdbm os eob jb
vzhbm a vd " Bmo vn a vd a bdbm bdb vda eda bdns w abm iv edad vd
fh a jn ~s vzbd bdb vda; Q ~snb vi a adb la, q jp ih a adb ln w q
mdo bd a adb la"
Vzo vda;Edo bmo vn dbd bm dabm bm vdo lbd do a vzo vda, vzo vdai v bdbm vdny o vzhbm dbd wo an a vd jv bmsb v eobd bmdoi" Ds dv dbd
wo an ahb bmo s a lbd do" Aa bd l lsb w vzo vda adh zbm vzo vda an
iv bmo a vh zn vdbm ~sn qva bm ~sn lo an bdbm vdo vda, va bdb ead
vdad, bdbm vi mbm, bdbm pdb bm p lo w q abm a"
Boi vob w vdo ; Vdbm ~sn dhv bm w vzo vda, bmo vn a a boi vob w
vdo " Bdbm ys v by lo a bd dbm b dbd wo isn qi an ahb bmo" Aa
bd qb tsv zv ~snb vi b bdbm boi vob i bmo vos fbm inbm vzhbm s
ibd w bdbm qb pdi w fad w an ibd" Bdbm boi vob vh bb bdbm dbd
bd an qb pdi abm bd bdb dos w bmo vn dbd bm vdch bdbm dbd bd "
Bs a boi vob bh edbm bm b w ab vzwoa isn dbm vd bd qb tsv ab
vdov dbd iv adob fad sb bb lo bdbm boi vob "
Vdo fob v bdbm bd mo vv dny ts fn vzb bdb vda jb wbm, bdbm
ai moa ai vbd w bdbm ts dbm dbd bm an iv bmo o wo iv edad vd
dny iv vbm bh "
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
17/84
>1
) _s v vbd dsbm;Wb ad ys a ap vo y l bd dbm an ys v vbd dsbm b woa
vos vd qb pdi vo an dbm" Bs pdb lho aa ys v vbd dsbm vdch dbm va
bm vd a 6 lho adbd bd qns;
Io vzbm wv adv tsbm ~snbd; io vzbm wv adv jnh mi v w vz an dbm,
vznbm vz bo vdv, bdov , i bda, io w, bdb wob an dbm vo aad vzbm jy
dbm dn, wv pdi ~sbm ah W f; Iv an dbm adsyb jb l ~sb h qnbm
vzbm, bm iv isb pdb bd dbd bd by vo aa edad dbm vdbm ~sn aa wv
pdi, aa vznbm vdov j an an dbm w is qa vdch iv eos aad qnbm vzbm w
io" Bmho zn, bdb wob an dbm bb tsv wo vznbm pda lad q w pdhbm aad"
Bdbm va bm an io vzbm wv adv q vh zn bdbm bdb vda vv wio vzbm
jb l w bdbm bdb vda by b lv b q va bm b ~syv bd isn qi an
edad dbm"
Vdch bmdob as, bmo vn ad bd edhbm >0# bdbm m d a bdbm d lo
bd vo 40# bdbm m d vzo bmdoi vzb vda v" Adbd w wy, woa vdov e io
vzbm wv adv tsbm ~snbd bm wno vz ~snb vzbm vzhbm woa abm a vdbm dos an
qb pdi"
Bmho zn, is qa eda bdns abm a bd dbm eda bdns vo vi l w dbd wo
edad dbm, adbm db bd is dbm lsb vh ai moa pdb adb"
Io vzbm t do tsbm ~snbd; edo boi io vzbm t do tsbm ~snbd lob ~snb
b q a iv an bdbm bmo edabdbm bmo a vdbd dbm vo dbd wo an
edad dbm a bdb" Aa dbd bm an adbm vn vdbm tsyb j va bm, bs
edbm isb bo l dhb vhb, jo bdbm bmo tsbm ~snbd adbm vn" Aa a bdb edo
isn qi w vos fbm vdbm a edsybd dbm li mobm bdbm bmo tsbm ~snbd
vdsa bdi i dn vdad" Fh wy, dbd wo edad dbm ads bd dbm ed bdos v
io vzbm t do tsbm ~snbd"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
18/84
>6
Jo abd vdo monb; jo abd vdo monb adbd l va bm an vdo monb b dbd wo
dad dbm, a vdbd qns;
) Vdo monb fbd adh woa isn qi an edad dbm bdos dny v, bs edad dbm
a v vdo monb fbd adh woa isn qi vd vdbm a edsybd dbm v vi eoi vd bm
vob db w isn qi bdbm bdb dos ~scb vdsa"
) A bdbm qb pdi, fad w a eobd fhnbd vdch in, adbm db wh bdbm
bmy l vd bds as an edad dbm vbm lb o wo iv q qb pdi fad w ed z "
Ta bd bdoi w isn qi; ~syv bd isn qi ab ads bd dbm an woa isn
q fbm dny adhvbm adh no8 y l bdbm ys v ~snb vzbm a vbd ~syv bd"
>":" ;>":"> ;>":">"> ;
$ :0>>, vz" 4:/Jb l l io dhv bm bdi jb dbm dn dny fad w vza vop adh bmo vos
fbm aso abm d q fbm adh a bdb, edbm inbm vbd vdbm io"
>":">": ;;
)
"
)"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
19/84
>3
)
"
), eobd fhnbd 3 ;
Vda pdi vo qbm; vdv, do qb, vzo ay w zns a, vda pdi ad job, vda
pdi bm lbd, vda pdi j qn, jbd i"
Vda pdi ed;Mon w, ba moo edv, ba bmv, zs, jbd qbnae, dn pdi, i
pdi, vda pdi adh vd abm w bdbm pd eob"
Dbm iny ia w pd eob;vdo vznbm bni, b, vz ci w vz q qobd, moy fp w
vo tad"
Dbm ob mon fbm;aa qb pdi ob mon fbm n fbm jnh mi vdov j vzhbm
bd jp, vdov j moo vz vo mon, iy wo vbd, aa fbm a w aa vdov j vob da"
Wv fbm vznbm vz bo vdv;jb md, fbm a jp, bdn, fbm vzhbm bd,
bdbm wv fbm vznbm vz, wv fbm bbm ap, jh vz w qn adn, pd eob fo bm, tc
mb iy, fbm vd vdnh w ado"
>":">"1 ;
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
20/84
>7
Dbd >"1; I dbd pdb lho
$Vdch Pdolop Ehvlcz, p 64:)647/
Bmy bny jb l a vd adon zn li aa lho; jb l a an dbm5 jb l edbm a
an dbm w v ada jb l"
n" Jb l a an dbmL vdsyv }dccl)hg)zcvnolobm l moo vo qnh aa dbm jb l a an dbm lo tsv
dob" Aa an dbm jb l vzsyb vdbm vdbm vbm abm fad w an ibd w fh
d pdo mon vbm ado pd" Q mon vbm by vh a do adh aa an dbm asbm ap mo a
vdp db w ia fad w vdp db p bm bds as an iv j pdb edad dbm" Aa
dbmjb l a adon li jb bdi vdch ia fad w;
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
21/84
>=
V pda w;pda w adh aa edad dbm isb v ibd vda dob ~s vzbd ta
bd qh qbdln adb vov eoi ado pd"
V adb;edad dbm vi eoi qb pdi an zobm d ia f a vd ys as q vz
mop v aa bdb wob an dbm"
Fad w db ad;dbm jb l i vzad iv q bdoi w inbm dbm w asbm ap
aa fad w vb fbm abm bd ~syb dhb lo dbm" Edad dbm wb ab bdos vdbm
vob w q vz mop"
Fad w y ;bdb wob jb dbm lsb qb qbm vz mop vzhbm io mono hb an
~s vzbd ta bd qh qbdln adb" Vsy bdob, ado pd bdb wob abm wo v l anh
aa dbm dn a jov abm bd woa wb adsyb dbm adi w ~s bdos aa fad w
edob adh ado pd jb l zv anh"
Dob bny, jb l a an dbm jnh mi aa dbd vda adbd;
) An dbm adsyb fhnbd; aa fbm qb pdi zv dp $Vdc Jhfy Qdhp/") An dbm jad dn; a iv wo fbm qb pdi $Dnzzhfq/") Qos vd; l aa an dbm v pda wa ead vda lb, ado pd vdp, lo bdsb
job vdp $Qngc}ny/") An dbm vob lo; aa an dbm bd vo aa eds wa fb a, ian :6(= a jb
iv q db ad aa qb pdi inbm lo bdsb anh"
) An dbm dmo; aa dbm dn a adsb dn dha dbm dn a jov, mo avdp, lo bdsb job vdp
) Jb l d mo; jb aa dbm dn vdn dha dbm dn v vdbm fbm $VK Intt/) An dbm lb; edbm monb jb dbm aa zbm, vdbm jb vda pdi w aa
fbm amon bd, a aa fad w jqsbm $Icokczq/
) Pdbm vzbm jy anvnlhm; q ln adb n fbm aa dbm dn a mo anh, wbadsyb bdnbd, a vdbm dos a jb jbm anvnlhm $Obqofc Cfmc Qeo nbf Joec/"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
22/84
>4
j" Jb l edbm a an dbmDbd vda vd dno an jb l l jb l edbm a an dbm" Ia f ?=# dbm dn w
foad w a jb ~sn an dbm bdbm jb l edbm a an dbm nbm pdv vzob bdnbd
db jb l a an dbm" Jb l edbm a an dbm jnh mi jb lho;
Jb dbm vza vop;dny ab mo l jb dbm n ap dha inzecvobm ibm l bmbd
abm bmdop v wo dbm vzi abm vy jb dbm fhhz)vh)fhhz dha jb vo aa voa
jb dbm vo mon" Dbd vda by dhv bm bd woa vsyb bdbm bd pdb pdo a lp,
vob lbm adh bdbm bmo by jnh mi iv pdb vob jb dbm an bdbm bmo
a d vsyb w vob jb dbm an adbd d $Nwhb/"
Inzecvobm vza vop;a bmsb ma v vd vza vop w anvnlhm inzecvobm, b jnh
mi jb dbm ~sn ob vdho, jb dbm ~sn vzsyb dbd w jb dbm vza vsyb" Wo q
pdv vzob ibd i an Obvczbcv, inzecvobm vza vop nbm bmy abm a mo vz
$Nin{hb"ahi/"
Jb dbm v bm;a iv vo zv bdos bo bd bd iy, abm q, an dbm, bd
dbm, edad qb, Jb dbm v bm dhv bm qsv :6 mo, edad dbm v pda w w
dbm dn lsb vo io $iy jb dbm an dbm Ahan)Ahln/"Fad w isn;pda w aa bdi edad dbm a jov $vdbm l aa bdb wob
vzhbm aa v ada lb/" Aa bdi by a ~syb adb isn w bdb edsyb io v
aa dbm jb l vzhbm fnbd qad"
a" V ada jb lIa f a zv bdos an dbm jb l a q ds a lp bdbm bmy abm bdos
an dbm jb l a aa v ada jb l q ds" Aa v adaby v a dos ~seobd v bd ~sy i, qa isn lb, vdbm dos lb w la lbm bdb wob a h vh
e lbm, jo jb" Aa v ada jb l jnh mi;
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
23/84
>?
Adso an dbm dp bdv;iv dha dno oi jb dbm a q ds w eoi qhv,
adbm jb bdbm fbm qb pdi mobm bdns $MNP/"
Adso v bmsyb;iv bdi aa bd jb l a vo vz jo iv bd jb jsb
isn q w jsb jb vdbm vdbm $OMN/"
Dp va vos vd;iv dbm jb l a q ds jo edad dbm an b" Aa vdbd
wob mp vob i an dbm, js zn ~sb l w bdb a va"
Lob dop bdbm bmo a ~syb s o;dhv bm dp bm mon bmo adh
bdbm ~syb w bmo bdb bdbm ~syb $IaFhbnlfq/
Vp hb jsb jb; iv vp hb ev dp aa dbm jb l fo q q ds vp
vzsbm, wo iv q ev dp w pdb pdo w ~sb vz $Fsbeob Fhbsvq/
$Vdch Pdolop Ehvlcz, p 64:)647 /a pdb by lsb
>":">"6 ;n" ;
$
:0>>, vz" 4=/
;
)"
)"
) o ~sn ebd"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
24/84
:0
)
"
)"
)"
"
"
j" ;
;
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
25/84
:>
)
"
)
"
$Vzbm :0>>, vz" ?0/
>":": Bdbm ys vva bm vo woa ln adb an dbm w isn qi>":":"> Qln adb an dbm wo qln adb qb pdiVdbm vdbm, a 1 aad vda a jb i edad dbm vdbm li edo ln adb qb
pdi, l;
) Adb bdb dos $dha qb pdi/ vza, adb an dbm qns) Adb an dbm vza, adb bdb dos qns) Adb bdb dos w an dbm iv aad bm vdo; y vd woa ~syv bd q
lob ~snb b woa bm mo bm vdo a an dbm w bdbm vdsa vbd an qb pdi
>":":": Bdbm vdsa vbd va bm b qln adb an dbm jb lA zv bdos ys vva bm vo q ln adb an dbm jb l an bmo vos fbm,
vzhbm 6 bdi ys v ~snb vzbm bdv l; dbd bd an dbm, bdb dos an dbm,
~sbm ah jb l w w vz, ~sy i an dbm"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
26/84
::
Dbd bd an dbm;Dbd bd an dbm jb l q jnh mi bdbm vdbd pdb vdch
jbm qns;
Jbm >"6 ;Bdbm vdbd pdb adbd vzhbm dbd bd iv an dbm jb l
Edn abd Vdbd pdb
> Dbm dnAdv lbm, adbm lho, eos
aad, mo a
: Fad w
Q jo tc, bdb wob jb
dbm, vz dbm f, vb fbm , monh
dbm
1 Pdbm vob wv advQ jo vz an dbm, q vdho
io edo isn qi
6 Q vob lo W vz an dbm, eds wa s tc
3 Edsyb io ^sbm ah
7 Qns monh fadJh dbd, monh dbm, adi qa
edad dbm
Bdb dos an an dbm; a iv q lob ~snb adv ad vo dbd bd an dbm"
Bmy abm bdos bdbm bmo jb lnbm pdv vzos w ta vob bdbm bdb dos adv
lbm anh" Bdbm bdb dos bd vd edbm ad asbm ap bdbm ia dp fb adh
bdbm an dbm jb l by, i bs adbm a pdv vzob iv aad vdad dp, vd
adbm q vzvdbd iv vdsa vbd ~snb vzbm an an dbm jb l"
y abm adbd l wb bdb dbm zobm adbm vo ap vzhbm jb bmdob as
by" Bdos qb pdi jb l vo aa qos vd lb bs a mb bdb dos an aa qos vd
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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dha ad io woa a jb vo qos vd abm i jh wo edad dbm w adv
lbm abm bd mo a an b, adbm db bd Ahhp Inzv, Icvzh, JomA"
^sbm ah jb l;bdbm bmo jb l q fbm woa ~sbm ah vds dv edad
dbm vi b ad an d" Edad dbm vdbm vi eoi an dbm w bdbm vdbm vob w
qb pdi v bdbm ~sbm ah vzb jh ad, obvczbcv, vowo vza edo isn qi"
Wvz ~sy i an an dbm; bm wno vz ~snb vzbm vzhbm q ln adb an dbm
an edad dbm" Bs vv a bdbm vd eda vbm bm, bo adsbm edad dbm q
adb an dbm mb bdv" Vbm v, ~sy i an an dbm l bdb v ~snb vzbm vzhbm q
ln adb an dbm, bdbm an dbm zbm zo vdbm fbd a qs vob vbmo vos
fbm">":"1 ;>":"1"> Edo boi;Vdch ~snb boi an bdos v ada, bdb dos bd pdb pdo ab a mo l bdb
dos zobm w a dos l qb pdi a jb wo vdbm dos dha bdb dos an
bd pdb pdo wo bdbm a vbd ev vbd vzhbm qb pdi a bd pdb pdo ta
bd, bdi vda dob woa jb vza vop vno aa a q jb l an bd pdb pdo adh
edad dbm"
Vdch moo vdad an abm vy Boclqcb, bdb dos bd pdb pdo l bdbm bdb dos
vdsa w aa v ada pdb pdo jb q dha jb l, qb pdi inbm bdb dos bd pdb
pdo a pdb pdo a ~syb vo aa oi jb an v ada pdb pdo w ads q
eoi qhv iv aad adv ad w a lp an v ada pdb pdo" Bdbm qb pdi inbm
bdb dos zobm fh adbd aa bd pdb pdo vdov e vzb a q pdo dp wo bd qb
tsv w vzob edno vzhbm ~s vzbd eobd fhnbd bdi vda dob bdos ia ad eda
bdns lob ~snb vza vop b adob la bd w, adob la pdv vzob w ~snb d mon v
ada wo aa bd qb tsv"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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:6
Bdb dos bd pdb pdo dny ab mo l bdb dos an dbm dny bdb dos zobm,
pdb bd ihbm isb an aa bd pdb pdo ~so i lb w adso aa bd pdb pdo a
a vdbm dos zobm an ibd vzhbm iv q bmbd dbm w iv dbm bdv bd" Woa
pdv vzob bdb dbm zobm l ~s vzbd dbd vdbd pd dbm zobm a an bd pdb pdo,
vd dob bdbm ao vob w o io ~snb vzbm an bd pdb pdo vzhbm vi vz edad
dbm w ~sn aa v ada pdb pdo v a bdos lo mp vzhbm ~s vzbd pdb pdo
abm bd a a q v ad bdv bd vza aa dbm dn inbm vdbm dos an bd
qb tsv" Pdv vzob bdb dos zobm bd l iv abm a, iv bd dbm inbm vbd
adob la adh pdp aa bd pdb pdo a vd vzob edno q eda jov dn w v a
aa ia vos qobd lo bdv bd vzhbm ~s vzbd eobd fhnbd
, p" >=3/
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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:3
>":"1": Pdb lho;Jbm >"3; Q pdb lho Bdb dbm zobm
Bmsb; $Vdch Lcwy( ]cov{ :001/
Bmy bny, bdb dbm zobm a adon li 6 lho adbd; mcbczoa jznbfq, ahpyanv
jznbfq, pzciosi jznbfq w ctalsqowc jznbfq"
Bdb dbm zobm mo vdp $mcbczoa jznbfq/;Qb pdi a mo dny adv lbm vdp,
jnh j bm mo zv b mob adh aa an dbm moi mo" Edo lbm w fhnbd q
aa qb pdi by anh $w f fs mo s Nlfo li va nbm jb db 7 vzosadno io
bi a w D Lnb/ bdbm b mo a vd vdp db vo 30# qh wo vdbm dos
~sa mon"
Bdb dbm zob o adbm $ahpyanv jznbfq/;L bdbm bdb dos qnh adp v
aa qb pdi inbm bdb dos ~sa mon" Adv lbm v bdv abm mb jbm vdbm
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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dos ~sa mon bdbm a adh mo ia vdp db" Jnh j qb pdi vbm v qb
pdi inbm vdbm dos ~sa mon w dp fb bmo vos fbm" Fhnbd q aa qb
pdi by zv lb w mo ad vdp db qb pdi dbm N ~sa mon :0)10#"
Bdb dbm zobm dbm s $pzciosi jznbfq/;a vzbm an pdb eda by l
qbpdi a li abm pds, l qbpdi anh ap bdv vzb vd vzbm, a adv
lbm anh db qb pdi inbm bdb dos ~sa mon" Vzhbm pdb eda by, jnhj bm
mo zv qnbm vzbm,aa qb pdi io w a h bdos edn abd bd ada bbm,
io w, bdb ia, vdbd pdb, """
Bdb dbm zobm a ~syb $ctalsqowc jznbfq/; l aa qb pdi a pdv vzob
jo aa bd asbm ap ~sa mon, ev dp wo woa jb a ~syb aa a q jb l"Ivfbm b mob bdv an fbm qb pdi by l edo aa bd qb tsv bd fbm bdbm
is i, vbd bbm eda bdns adh abm iv fbm qb pdi bdbm a jy jb aa
a q jb l eda bdns" Fbm qb pdi inbm bdb dbm zobm a ~syb by mop adh
aa bdjb l a a lo bdsb anh db w bdos bm la db vzhbm edno vda dos
~s db bdbm voi bbm an ibd"
$Lcwy( ]cov{ :001, vz" 147,14=/
>":"1"1 ;n" ;
Bd pdb pdo vzhbm ~s vzbd dbd vdbd w pdv vzob ads q ado pdo bmy abm
vbm an aa bd qb tsv abm bd ads p la abd vznbd mon aa bd pdb pdo abm
eos w aa eos w p la o do v pdn edad dbm" Woa pdv vzob bdb dbm zobm
q l moo pdp a jb vbm abm bbm la eobd fhnbd w abd vznbd abm bd vdny o
bbm la i pdb wo aa bd qb tsv, vbm abm io ~snb d jb wbm wo aa bd
qb tsv" Fh , woa pdv vzob bdb dbm zobm a bdos ia ad ~snb vzbm, a vd
bd;
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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:=
Wb qobd lo o wo bd pdb pdo" Vda adv ~snb d isn jb mon aa bd
pdb pdo, a jov l aa bd pdb pdo dob o wo aa bd qb tsv my zn bdos
vdad vda adh aa bd pdb pdo, iv iv lo mp edbm d vbm lb vzhbm edo pdo
vznbm vzo bdos ado pd eobd fhnbd db, os n b dos ~s w q qobd lo vzhbm
eobd fhnbd bmy abm moi o" Bma lo, wo bdb dbm zobm, aa bd pdb pdo a
vd vds a ia lo mp anh dhb w q qobd lo abm lb db"
Wb fsy vz w vh q vzsbm vdbd an edad dbm wo bd pdb pdo" Wo aa
qb pdi inbm bdb dbm zobm q jos vd ev ~s an ~s vzbd vbm va vzhbm eobd
fhnbd mon bd pdb pdo w edad dbm, dbd vdbd aa qb pdi p bm vv bds as
edad dbm, ~sn vh lbm vzsbm vdbd an edad dbm wo vdbm dos bd pdbpdo oi jb l vbm edo isnqi w vdn ib bds as"
Wb vh bbm la adh aa bd pdb pdovzhbm i pdb wo aa bd qb tsv
~sa mon bo adsbm w ao vdob a jb ~snb d mon bd qb tsv wo aa bd pdb
pdo" Edo aa qb pdi inbm bdb dbm zobm pdv vzob, q l la lbm o vzbm wo
aa bd qb tsv, fh , aa bd pdb pdo iv iv vdov lp ~snb d jb wbm wo aa
bd qb tsv qb pdi bdb dbm zobm, iv eda mp pdb vdny o ~snb d mon bd
pdb pdo wo aa bd qb tsv bdb dos ~sa mon"
Wb vzob edno adob la eda jov dn mon aa bd pdb pdovdch aa ia
vos vdch so eda bdns" Wo qb pdi inbm bdb dbm zobm, aa bd pdb pdo q
dbd vdbd pd dbm zobm adh v ada ibd, fh q a q eda bdns lb mon aa
bd pdb pdo w pd dbm eobd fhnbd"
Wb vbm abm dp va mon bd pdb pdo wo aa bd qb tsv, a jov aa
bd qb tsv qb pdi inbm bdb dbm zobm" Qb pdi inbm bdb dbm zobm l qbpdi vd dob q dp va adv ad mon bd qb tsv w bd pdb pdo vzhbm qsv ~s
vzbd v vdov e qb pdi, v ada qb tsv w vdbm io dn qb pdi
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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:4
Woa pdv vzob bdb dbm zobm mp pdb asbm ap aa qb pdi bmy abm i
jh vbm ~snb mon adv lbm w mo a, dbd vdbd lo ad bmy abm vbm adh edad
dbm an v ada pdb pdo bo zobm w abm bm a fb bo adsbm"
7":0>0, vz" >=3/
j" ;Bdb dbm zobm fb b q o s mon bd qb tsv w aa dbm jb l" Fh
edbm monb aa monb dbm l ds db bb bdos qos vd dob bny vbd pd monb dbm
j p adh ado pd lb fnbd qad w qp tp dbm dn lb e" Edbm bdbm wy aa
bd jb l ab vbd vdi pd adh aa eds wa vzbm jy a jov" Adbd os by
li vbm vdi ado pd adh aa bd qb tsv, vzhbm edo aa dbm jb l vdbm qp
tp aa aa dbm dn inbm bdb dos zobm an ibd vo aa w vz vdsb vob, jv iv
w i jh adbm a ls vz w jh ~sb ab vdb dha vdi ad vob dbd ~sbm
ah ibd i adh bdb dbm zobm an ibd" Jbm aad by, aa dbm jb l edob
adh mo a an ibd vdp db an aa bd qb tsv w vds dv a vdi zv bdos
bmo vos fbm wb dv qa bdy ai wo mo a"$Pzobaoplc hg Inzecvobm, G" Ehvlcz, p
6?7 ) 6?4 /
Bdbm ys v vzb vh bb ivq jv lo adh aa bd qb tsv;
Lbm vzsbm vdbd an bmo vos fbm adsyb v aa bd qb tsv qnbm bd jb
l;Bmo vos fbm vi b bd jb l vza vob w bmy abm vzsbm vdbd wo aa
vdbm dos an dbm"
Lo bdsb nbm adsyb v bd qb tsv qnbm aa bd pdb pdo; V bi >??7
b :001, aa bd jb l adoi a 3 oi a pdb vzhbm lo bdsb adsbm abm
wo bd qb tsv, w lo bdsb vbm vzbm db 30#"
$Vdch bmdob as an Knb)Jcbcfoav C" I" w Bozinlyn Esinz/
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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:?
a" ;)
))
" Vdch bmdob as an Knb)
Jcbcfoav C" I" w Bozinlyn Esinz, a b dno pdb jn qbmo vos fbm vzb edp
vd moo vob zbm vdbm dos an qos vd l iv q vdny vd vv adh aa vdbm dos
eda"
) Bdb dbm zobm ab l iv moo pdp, iv q ln adb edb bmhnb an bmovos fbm vzhbm vdo e qsy vdho"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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10
ADBM :; VDA VZBM Q FBM BDB DBM ZOBM VO AA
QOS VD VZB N JB D BO
:">Edo ~sv vda vzbm bdb dbm zobm vzb vd moo w vo Wov Bni:">"> Vzb vd moo:">">"> Edo ~sv lad q pdv vzob an qb pdi bdb dbm zobmQb tsv w vos fbm qb pdi bdb dos zobm l iv ts dbm pdv qobd v bdos
bi vza w nbm bmy abm vz bb pd job db vzhbm vbd vzbm qsy vdho eobd v
vhb as dob bny" Vdchbd bmdob as ano da Anpc Vh}b, Bni Pdo, vzad v
Vp ad ^sb l eobd fhnbd i OQQB >??1)4:11,:0>0 asbm apfo ma bmdob
as vi dos ~s vzbd dbd vdbd w pdv vzob an lho qb pdi by adh vdy, qb
pdi mb bdb zobm tsv dob s vob Ads s w Anbnfn, vop bmny qns l
Bni Pdo wh bi >?37 edo Znyihbf Naeczinb moo vdos adso an dbm jb l
vdbd abm bdv aa qb pdi dbm dn w vda pdi inbm vb Poae b Pny$Vdch
Pzoadnzf, :003/" Edo io zn o, aa qb pdi bdb dbm zobm vdbm a tci l a
adv lbm, mo vdbd vdp db aa qb pdi a vdbm dos bd qb tsv, adbd w
wy, jnb s b edbm a bmo vos fbm ~snb vi, n adsbm" Vsy bdob, ivq bd jb l a mbm vdov lp w vz adh qb pdi bdb dos zobm an d abd
vznbd vza vop wo aa vdbm dos bd qb tsv" Qns ~s vzbd mb :0 bi pdv vzob,
b s bdbm bi >?=0, ab ab ~syb la vzb vd vzbm vd moo jv s vdny o
wo lo vd bmdobm w aa bd jb l" Abm v , aa vdbm dos bdb dbm zobm
adbd vdav a iv ad bm ibd i db vzb vd vzbm" B la vdbd abm
s vob a mdo fs jo iv bdi adsyb mon bmdob as vda pdi Anbnfn
edo d bmdob as w n zn vd vzbm fbm qb pdi jbd bmv adn qhahln inbmbdb dos Pzcqofcbvq Adhoac" W lho qb pdi jbd bmv by adbd vda bd
fs ia s vob adh q vdbd abm an ~s vzbd pdv vzob fbm qb pdi bdb dos
zobm vzb vhb vd moo $ Vdch Lhjln}q Oba, :00=/" V b bny, qb pdi bdb dos
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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1>
zobm vop va pdv vzob ibd i w n fbm, fhnbd q jb dbm an lho qb pdi by
dob bny vzb vhb as v edhbm :3# vbm fhnbd q jb dbm qos vd $>3# bi
:001/" Vdch bd Abm vy Plnbcv Zcvnol Dhlfobmq Pwv" Lvf f jh ahb q by q vbm
10# wh bi :0:0" Tn db bn, Abm vy adsyb bmdob as w v wb w vda pdi
w eobd fhnbd vzhbm bbm bmdop $Znjhjnbeq ghhf ' Nmzojsqobcqq Zcqcnzad nbf
Nfwoqhzy $GNZ/ fcpnzvicbv/ mb y abm j iv jh ah f eob vbm fhnbd q
jb iv dbm by q vbm lb b 30# wh bi :0:3"
Vda v adh vdy, qb pdi bdb dbm zobm nbm bmy abm adoi vd pdb lb
vzhbm d vdbm aa qos vd vzb vhb as" Vdch q los fh Dop do aa bd qb tsv
bdb dos zobm $PLIN/ w abm vy NA Boclqcb asbm ap, bi :00? a 6 qbpdi vos vd vo aa an dbm vdapdi w pdo vda pdi bd aa qos vd
vd a > qb pdi inbm bdb dos zobm" Vo Ja I, db >3# fhnbd vds fh aa
bdb dos zobm inbm lo, vo I Ln vobd l :#, Ads 6# w ads s, ~s
dbm an aa bdb dos zobm l :1# "Vdi iv ab a adh bdb bd vzb a zv
zn v iv edh qv io abm j an Abm vy NA Boclqcb bi :0>0 w eob an bmo
vos fbm o wo qb pdi bdb dbm zobm vo 31 ~sa mon vzb vd moo wo db
:="000 bmo vos fbm, a db 7># bmo vos fbm vzb vhb vd moo ~syv bd adbdbm bdb zobm vzhbm mono hb ed edb" Vzhbm , ?># q vop va isn dbm bdb
zobm qns edo eobd v ao vdob"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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1:
Jos :">;Jos vd dob q vos fbm vzb vhb vd moo wo qb pdi bdb
dbm zobm vzhbm vdo monb qsy vdho eobd v
Jos :":;Jos vd dob q vos fbm vzb vhb vd moowo qb pdi bdb
dbm zobm vzhbm vdo monb eobd v pda do
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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11
os by adh vdy adv lbm an aa vdbm dos by bmnbm jbm wo vdbm
dos ~sa mon w pdb pdo fn vzb q ihbm o an bmo vos fbm" Bi :004, asa
edbm dhbm eobd v vhbas jv s fob zn" Lb s vob, q qsy moi eobd v vda
y bdos bmo vos fbm fbm vd ~sn aa qb pdi a bdb dos zobm, w iv edo
d vzo bmdoi, d edi pd zn zbm edbm ad a mo a dp l, i a adv lbm
an bdbm qb pdi by abm p bm a bdos db ia ihbm o an bmo vos
fbm" Jv adp q pda do an bb eobd v, aa qb pdi inbm bdb dos zobm wb
nbm bmy iv adoi vd pdb lb db vzhbm vbm edo lbm dbm dn isn qi an
bmo vos fbm vzb vhb as" Vdch bd f jh b bi :0>: bdb dos zobm a
vd vop va vbm edhbm db 30# w mo vz"
:">">": Vda vzbm pdv vzob adsbm an qb pdi bdb dbm zobm iv qeds wa vzb vd moo
Jos dob a vd adh q pdv vzob an lho qb pdi bdb dbm zobm a vd a
vdy z ~sn vbm eds wa vzb vd moo" s vob pdo e b iv q ~sa mon Ads
s, vd vzbm s vob zn adh zn o aa qb pdi dbm dn inbm bdb dos zobm, bd
Vdy Q w Dhn E, bdbm bobdnbd adbm v a q bmnbm jbm vzhbm pdb adon
vd pdb mon bd qb tsv w aa qb pdi bdb dos zobm, w adh b vdo oi dob
vo, b wb l vd vzbm pdv vzob bdv an lho iv dbm by vzb vhb as" Iv q qb
pdi bdb dos zobmbo vobm adoi w vz anh bdvvzb vd vzbm Ads s vzhbm d
vdbm aa qos vd a vd e b bd; Iomzhq Vdy Q, Nlfo a w Inzeq '
Qpcbacz Nbd" Vdi wh , asa qsy vdho eobd v vhb as jv s bi :004 mp
pdb adbm iobd a qa qbm ibd i an aa qb pdi bdb dos zobm a jov
o wo aa ~sa mon j bd dbmbbm b bdv v asa qsy vdho,70# bmo fb Ads
s adh jov d isn bdos qb pdi bdb dbmzobm edo bb eobd v o tsbm, w ?:#
f bd zbm d q wb vop va isn lho qb pdi by edo bb eobd v pda do vz lo"
Edbm pdv vzob ibd i bd eds wa Ads s, vsy bdob, vd vzbm Ads
dob bny abm bd aa vd vzbm nbm pdv vzob eda, dbm dn bdb dos zobm vzhbm
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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16
d vdbm aa qos vd jv s a adp bdb w q fbm pd job abm q pdv vzob
an bmbd vdbm iodob o" Dob vo aa bd jb l vo aa vd vzbm Ads
nbm mon vbm woa s v an d wh qb tsv aa bdb dbm zobm , vsy bdob qb pdi
bdb dos zobm wb vbm o adi pdv vzob vzhbm ds dv aa vd vzbm" a, Bc}
[cnlnbf w Bdv Jb l 1 vd vzbm a q vdi bdp ibd i bdv an aa qb pdi
bdb dos zobm" Vzhbm edo , vd vzbm o Lhnb, Vzsbm ^sa w Dbm Ebm vd
bma lo" Bdb adsbmbmo vos fbm Ads wb vzsbm vdbd wo aa vdbm dos
lb, d ad adp bdb wo aa fnbd ia qb pdi ds fbm vdbm vdbm bd fs b,
mh, moy w jbd i"
Jos :"1; Vd pdb qb pdi bdb dbm zobm vzhbm bmbd vdbm io dob o ads
Aso abm, eds wa Vzsbm bm l eds wa i aa qb pdi bdb dos zobm ei
pdv vzob bdv vzb vhb vd moo" Vsy bdob, bm ad vzhbm wo bi ~sn, vbm lbm
isn vo y a nbm mon vbm, ia f zv bd" A vd bi :0>0, aa dbm dn inbmbdb dos zobmadoi >:# vzhbm eds wa I Lnvobd" Vda v ad zn zbm 30# woa ado
vos adh aa qb pdi inbmbdb dos zobm vp vzsbm vo aa qos vd lb vdsa vzsbm
vi aa vdbd pd w adoi edhbm 60# fhnbd vds an lbd wa by" Vdch bd ev ~s
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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an asa edh qv an Boclqcb :0>>, 7:# bmo vos fbm I Lnvobd w 74# bmo
vos fbm an Nzmcbvobn adh jov d isn dbm bdb dos zobm bdos db vzhbm qsy
vdho eobd v" bm ?0# bmo vos fbm I Lnvob adh jov d q vop va isn lho
dbm dn by qns edo bb eobd v a ao vdob"
Jos :"6; Vd pdb qb pdi bdb dbm zobm ads I Lnvobd
Bmsb Boclqcb, :0>0
Tci tv iv edn abd a vd db vzhbm ~s vzbd edo ~sv q pdv vzob an
bdb dos zobm vzb vhb as adh vdy, bm mp an bdb dos zobm vzhbm fnbd ia
dbm dn adoi q lbm lb bdv wo aa qb pdi ds fbm bd qn, vzbm m vo,
fs b, fi w mon w dha wo fnbd ia aa qb pdi v q eda jov bd fbm a as
vdbm, moy mo " Wo aa fnbd ia dbm dn a q d vz inzecvobm ibd i dha
vdbm dos dbm s $w jbd eh, qobmmsi, jon/, w fnbd ia a ia ao vob anh
$bd adv vy wv jb, adv ed io, dn i pdi/ vd bm mp an aa bdb doszobm vdbm v bdv" iv q ~sa mon, q bdb dos zobm dob lb vo db
346 bdi iv dbm" Aa bdi dbm a bdos bdb dos zobm bdv l b qb p
lbd, jbd i bm mo, fs los, jbd w jbd jnh, moy w qobd(moy b(vp f, vz
sbm lob, fs b, ~s dad w moi" Dob bny bdb dos zobm nbm j zi z
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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wo :0 bd jb l dbm s vzb vd moo, fb s l Nlfo wo vd pdb lb vo db
?4#, vop vdch l Qad}nz{ Mzhsp $70#/, Vcqah $30#/, ]nl)Inzv $1?#/ w
Anzzcghsz $17#/"
Bd wy a vd zv zn iv ev lsb q j zbm, qb pdi bdb dbm zobm z zbm
vz vdbd iv vzhbm bdbm s vobqb tsv w asbm bm dbm s ds dv aa vd
vzbm vzb vhb vd moo dob bny"Adbm nbm bmy abm a n fbm dn w f jh
q ab v a bdbm ja vob tn db vzhbm ~s vzbd vdi bdp w adoi ds vd
vzbm dbm vos fbm vhb as"
:">": Vo vd vzbm Wov Bni:">":"> Vda vzbm pdv vzob adsbm an qb pdi bdb dbm zobm vzb vd
vzbm
Qb pdi bdb dbm zobm vsy ad io tsv dob vzb vd vzbm Wov Bni vzb fo
>0 bi, bdbm edhbm : ) 1 bi vz lo y, fbm dbm dn by zv pd job w
bmy abm a bmo vos fbm jov vo"Tsv pdv v bdb vda an fhnbd bmdop w
bmdn vh lb an bdb dos dbm dh bmy abm z zbm w a vd, ev dp wo bdbmvdny o vzhbm ts dbm isn qi an bmo vos fbm vh bb iv vda v qo bm
adh q pdv vzob an qb pdi bdb dbm zobm vzb vd vzbm Wov Bni dob bny"
Iv vzhbm bdbm a q n zn ts dbm pdv vzob an lho dbm dn by l ia
vbm vzbm an aa ebd vdbm io dob o vd vzbm Wov Bni" Ev ~s edh qv
an Boclqcb vzhbm bi :0>0 adh vdy aa ebd vdbm io dob o Wov Bni io
ad adoi edhbm 10# vd pdb bmbd jb l bdbm lo nbm vbm vzbm zv bdnbd wo
:0):3# io bi"VQ obd Vd I Lhnb, Vbm vd e Dop do Aa bd jb l Wov
Bni pdb vad; * Wov Bni, dbd vda by wb ab io wo bdbm qb pdi ad ys
l vda pdi, bm lbd, ad job qb, dn i pdi, mon fbm, iny ia"""Wo
s vd mo z, bdb dbm zobm nbm l o vd bbm e o wo aa bd qb tsv*" Abm
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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vdch ev ~s iv asa edh qv mb y an Boclqcb ad zn zbm; edhbm =?# bmo
vos fbm Wov Bni vdni mon asa edh qv by dhb vhb bm zbm adv lbm aa
ib dbm by vv w edbm vdsn adv lbm dbm dn inbm vdbm dos pd job
vzb vd vzbm" Adbd w vd i d wb ~syv bd isn qb pdi bdb zobm bmny
vzhbm os eob bb eobd v vhb as j qsy vdho bmdoi vzbm"
Jos :"3; Vhp >0 ~sa mon fb s vzhbm woa vos fbm qb pdi bdb dbm
zobm vzhbm vdo e bb eobd v qsy vdho
Bmsb; Boclqcb, :0>0
Bdos bd pdb vad adh zbm dbm bdb zobm q ab vbm vzbm bdosdb bn a
edo qsy vdho ~sn ow b nbm fb vz vdbd iv wb vdo q eobd v dob bny " bm
Nlo Fojnfk, abm vy bmdob as Qnbghzf A" Jczbqvcob a vbd edhbm iv bn q
bmo mb y adsyb qnbm q fbm dbm bdb zobm q edbm ~sny lo wo aa vdbm
dos fbm vza " Vda v vos fbm vzb vd vzbm adbm iobd zbm adv lbm
an dbm bdb zobm bmy abm a bbm anh edob bmo vos fbm edbm ai vdy
eda jov qh wo qb pdi an iv bdb dbm tb mo anh, a vd l aa iv dbm bd
moy w qobd dny qn" Adbd w vd,bdos aa qos vd, vzsbm vi jb q w l dob bny
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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vo Wov Bniob dbd bd; Qnomhb Ah"hp, Jom A, Icvzh Anqd ' Anzzy nbm vp vzsbm
s v ibd w bmy abm fbd bdos w vz db adh aa bdb dbm zobm y bdnbd
pdv vzob fbm qb pdi by"
:">":": Vda vzbm pdv vzob an qb pdi bdb dbm zobm vzhbm d vdbmqos vd vo Wov Bni
bm W Wobd Pd ) Ad vad Dop do Qos vd D Bo adh jov, dob bny Dop do
a edhbm 7(>3 vdbd wob a bdbm bdb dbm zobm w adoi v l edhbm 1 )3#
vzhbm d vdbm qos vd" Ia f vzb vd moo ts dbm by pdv vzob ed ibd
bdbm Wov Bni, pdo >0 bi bn vd v l bdb dbm zobm an aa bd pdb pdo
vzhbm adbd qos vd an ibd q v v l >3#" Vsy bdob, vdch q los fh Vzsbm vi
Bmdob as eobd fhnbd w D vz fhnbd bmdop $JQN/ asbm ap vd dob vo a edhbm
30)70 fhnbd bmdop qb tsv vzhbm ba nbm mon abm dbm bdb zobm adh aa d
vdbm qos vd vo Wov Bni" Adbd w vd, dob vo vd pdb an bdi qb pdi inbm
bdb dbm zobm by vo aa qos vd nbmbmy abm adoi v vzbm lb" A vd vdy z
q pdv vzob by 6vzhbm q bdbm d vdbm qos vd lb bdv a ba; Icvzh Anqd '
Anzzy, Jom A, Qnomhb Ah"hp w D vdbm qos vd Wobnvct"
n" Icvzh Anqd ' AnzzyI s adh vzh ls li bdb dbm zobm vo Wov Bni l d vdbm qos vd Icvzh
Anqd ' Anzzy" Bmny qns edo wh Wov Bni, Icvzh vsbm zn dbm lhv aa bdb dbm
zobm zv bdos bmbd dbm, v vda pdi, dn i pdi b fbm bd jp, wb
pdbm wo ia vos bdi v vo s w fnbd ia qb pdi, p bm adh aa pdb
eda eda bdns"
Dob Icvzh a 7 bdb dbm zobm l;
Nzhaa iv dbm vdov ys $wo 300 iv dbm vda pdi w :00 pdo vda pdi/
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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1?
) Gobc Ghhffbm vda pdi jb q adh aa an dbm vp dn w an dbm vdapdi
) Gobc Fzcniobm qb pdi pdo vda pdi $aa lho edb moy, dni pdi,jv mov/
) Qominasbm moo pdp vzbmo w vdov j wb pdbm) D)Lobcasbm ap aa qb pdi vad dp adh bd dbm, edad qb, v eci, a
pd, j b, edb vi, qn vi
) Dhzcanbdb dbm fbd adh jp b $ jnh mi vda pdi w pdo vda pdi/Fo y l q :"7 ;
Bmsb; Abm vy v wb Bmo i bm $Vdc Pnvdgobfcz/
j" Jom AJom A wh Wov Bni bi >??4, jv sqb tsv bdb dbm vdv bmso cJhb w
v bi :00= b bny abm lob va vsbm zn aa qb pdi inbm bdb dos zobm an
ibd;
) Bi >??4; Qb tsv bdb dbm vdv bmso cJhb $qb pdi vdv bmso, pnvc,knijhb, ta tad, ad ln/
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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) Bi :001, Jom A jv s eobd fhnbd a ~syb dbm bdb dos Anqobh anvp hb i wo bd w pdb eda anh ap
) Bi :00=; Vsbm zn bdb dbm ]h}. Mo dp fb") s bi :00?; Zn iv bdb dos jbd i, jbd bmv Jneczy Jom A") Vsy bdob, v vza bdb dos ]h}. Mo dp fb $dbm vda pdi, dn
pdi, ~sb h mo z/,fhnbd bmdop by abm vsbm zn edhbm :30 iv dbm zobm,
fh vzsbm vi qb tsv vda pdi vo qbm Jom A ad job"
) Vdbm 3(:0>>; Jv s vzob edno vdi iv bdb dbm zobm io inbm adbd vbJom A"
J Bmsyb Vd ^sbd Vznbm ) Moi a o bmho w vzsyb vdbm Jom A adh jov,
dbm bdb zobm lsb adoi w vz ad h vzhbm aa adbm vzbdedsyb io an Jom
A bb a mo z db bdos qh wo dbm abm lho" W abm bd mo z i fhnbd vds an
bdi dbm by lsb v ia anh bdv vo Jom A" bm Pnqanl Jollnsf, Vbm Moi a
JomA abm edbm bd; Aa fbm qb pdi bdb dbm zobm an qos vd JomA pdhbm
pd w a vbd, vd lho, adbm lho, q a adv lbm vbm bm wo aa vdbm dos
abm lho nbm fb s vzb vd vzbm bdbm mo vdp db >3)10# w bm bdbbd vdi zbm; Ad vzhbm wbm wo bi vo, isn dbm bdb zobm q vz vdbd vdo
~scb vdbm fbm, l bds as edbm vd vdos an bmo vos fbm" La , a 6 qb
pdi vzhbm iv fbm dbm vd q a > qb pdi l bdb dbm zobm an qos vd, tn
db, v l by q vbm lb : w >"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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6>
Q :"= e ;
Bmsb; Abm vy v wb Bmo i bm $Vdc Pnvdgobfcz/
a" Qnomhb Ah"hpDob vo, Qnomhb Ah"hp lob ev dp va wo 63 bd qb tsv, mi abm vy Eobd ,
abm vy jv mov Lot, moy Qo Mb, fv Pdhbm Pd, abm vy Qnbiomscl, abm vy a pdb
do qb QM, bd iy ad job vda pdi bm Bno w aa lbm bmd qb tsv
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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6:
dbm bdb zobm, p bm bds as an bmo vos fbm v aa iv dbm vda pdi vdov
ys bd fs b, mh, vzbm, vda pdi vz iv, vz bm, vda pdi ad job, dn
pdi, vdo vznbm o fob Qnomhb Ah"hp adh jov bdbm iv dbm inbm vdbm dos
an ibd a iv vzb vd vzbm v bi :001 " Vsy bdob, vdbm 4(:00=, Qnomhb
Ah"hp io adbd vda pdv vzob dbm bdb zobm inbm vdbm dos Ah"hp Inzv" Adh
b bny, d vdbm qos vd Qnomhb Ah"hpadvsbm zn iv bdb dbm fsy bdv inbm vb
ibd wo edhbm >30 iv dbm wo mb 400 i dbm eda bdns ob dbd bd mh,
ba ii, jb mh, vz, vzbm, jbd vzbm, vdv bmso, mo ln, dp, dn pdi,
fbm vzhbm bd, dbm iny ia, vzhbm Ah"hp Inzv vp vzsbm a jov wh bdi
edad dbm vdb vdov wo bdos s o" Vzhbm fp e boi >3 bi vdbd lp, d vdbm
Ah)hpInzv ab vsbm zn adbm vzbd edsyb io aa qa adh bdb dbm zobm bdi
vbm bdb fob an bdi qb pdi by"
Vbd vo bi :0>0, fhnbd vds dbm bdb zobm Ah"hp Inzv vbm mp 3 lb qh wo
bi :0>0" Zobm vdbm vv :0>>, fhnbd q dbm bdb zobm Ah"hp Inzv v vzb =0 v
bm"
f" D vdbm qos vd WobnvctD vdbm qos vd Wobnvct an Vp hb fv iny WB wo vd ibd vzhbm lbd wa
iny ia dob abm vh bb bdb dbm zobm Wobnvct Gnqdohb wo aa qb pdi ~sb
h fbd adh bni, b w vz ci, jnh mi bdos fbm qb pdi bd vdo vznbm abm q,
bm pda, ia bd w vznbm pda lv" a jov, Wobnvct Inzv vda dob vdov e,
asbm bm bmsyb pd los w vds aa tbm qb tsv mon abm" J ^sbd By, o fob
Wobnvct adh jov, mo jb aa qb pdi by q vdp db >0):0# qh wo aa iv dbm
vbm v vzb vd vzbm" Aa bdb dbm by q a adbm vo s v jo jb bdb
fob, bd w vdbm dos vv db" Vzhbm vbm lno edbm tn, edo bdb dbm zobm pdv
vzob lb, adbm vo q ty fbm iv j pdb adsyb ib zobm vdny w bi vzhbm
aa pdbm jnb eda bd dob bny, j ^sbd By edbm bd"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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61
Bd wy, bdb iv aad vbm ~sv, qb pdi bdb dbm zobm nbm bmy abm
adoi vd pdb lb vzhbm d vdbm adso qos vd vo Wov Bni" Vdch ts dbm pdv
vzob an bmbd abm bmdop vdbm io, lho qb pdi by dn db q ab pdv vzob
ibd db bn vzhbm vbm lno edbm tn vo iv vd vzbm nbm pdv vzob bd Wov
Bni"
$+/ Edh qv an NA Boclqcb bi :0>0 w bdb dbm zobm 31 ~sa ~on wo
:="000 bmo vos fbm"
Edh qv a abm j vdbm 01(:0>
:":Edh qv, os vzn vda vzbm;Bi jv bdbm ts vd jnb s w vda vzbm bdb dbm zobm vzb vd moo w Wov
Bni, bdi bmdob as adbm vo vob dbd vda dob edh qv dos z db w a
ao bdb adbd ta db w vdo , dbd wo bmo vos fbm o wo fbm qb pdi by"
:":"> Vdbm vob adsbm w edh qv;Vdo monb edh qv;v >1(01(:0>: b :1(01(:0>:"
o vbm edh qv, pdi wo;
o vbm; wo ia vos edh qv vdo abm bd dbd wo bmo vos fbm wo
bdb dbm zobm, o vbm l bdbm bmo vbm o qos vd, bdi vds dhad a
bdbm vdbm vob adbd ta bdv w pdb bm an d wo fbm qb pdi inbm vdbm
dos bd pdb pdo"
Pdi wo edh qv;n jb VP D Bo
Pdbm pdp vob dbd;vob dbd pdv jbm do vo :30 bmo, vds w :30 pdos,
vzhbm a :16 pdos edh qv dp l"
:":": Bo fsbm edh qv;Vdbm ~sn jbm edh qv, adbm vo f eob vds vdp vdbm vob w bdbm edn abd
qns;
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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66
) Bdbm vdbm vob adsbm an o vbm edh qv edo o qos vdbd vb qsv, qosvdvdbm o, ys v ln adb edo isn dbm,
) Ia pd qbm an qb pdi inbm bdb dbm zobm) Dbd wo bmo vos fbm wo fbm qb pdi by $a isn dny edbm/) bd mo an bmo vos fbm fn vzb iv qvos ad qns edo q fbm) Edno vda iv ql fh dbd vdbd vdo w dbd wo bmo vos fbm:":"1 Vdov e jbm do;Wo bdbm ia vos vzb, adbm vo vdov e bo fsbm jbm do jnh mi >3 as
do, lb lv edno vda vbm wb , edn abd o wo bmo vos fbm" A vd jbm do
bd qns;
>" Tob nbd(ad adh jov ia vdbm tsyb vo aa qos vd; Zv vdbm tsyb $io vsb v bdv > lb/
Vdbm tsyb $io vdbm v :)1 lb/
Vdbd vdhbm $vo n l > lb(vdbm/
:" Nbd(Ad/;
Jom A Gowoinzv
Ah"hp Inzv ,tob mdo z"
1" (ad/;
Vda pdi, aa lho mon w, vzo ay, fs b I pdi, adv vy zn mon fbm
^sb h w moy fp
ob, ob v, ob iy, ob lbd
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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63
Mobm v, bo vdv, vznbm vz bd, jp, wv fbm li jp
6" Tob wso lbm adh jo a ~snb vzbm aad bd fs dha wh vbm bm w pd dp
bdv wo Nbd(Ad;
Zv
~snb vzbm
Jbd
vdbm
Edbm
~snb vzbm
Vdbm dos an bd qb tsv
Mo a
Jnh j, is i
Adv lbm
Edsyb io
$tob wso lbm mdo z/
""""""""""""""""""""""
""""""""""""""""""""""
3" Nbd(Ad a jov b bdb dbm zobm an aa qos vd; Edbm"Bs adb pdbm b by, tob adsyb qnbm pdb vdbm vob a bdb aso
jbm edh qv"
A
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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67
7" Vdch ~snb qv an Nbd(Ad, qos vd bh dob nbm jy jb aa qb pdiinbm bdb dbm(vdbm dos zobm an ibd8 $a vd adb bdos p b/
JomA Gowoinzv Qos vd eda,tob wso lbm mdo"""
Dnpzh Ah"hp Inzv
=" Nbd(Ad jov vo bdbm qb pdi by ~sn ebd vdbm vob bh $a vd adbbdos p b/;
Vbd avdy vzhbm qos vd
a jb j, bmo vdb moo vdos
a bdb wob jb dbm qos vd moo vdos
^sn vzo, vp ad, vo wo,
Aa ebd eda,tob wso lbm mdo z;""
4" Nbd(Ad vbm qfbm qb pdadn;
v "Tob vop va vz lo vas ?"
Adn q fbm"Tob adsyb qnbm as >3 ev vda"
?" Tob wso lbm adh jov a vd iqo (addny mon bd vbm isn(qfsbm $bs a vd, tob nbd(ad ad
vdad vdi vb qos vd/;
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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6=
>0"Tob wso lbm adh jov bdbm l fh ~snb vzbm bdv nbd(ad adb isn qbpdi inbm vd $ bmd adb vo n l 1 l fh/;
Isb isn w q fbm vd adh jov
W vdy bdos edad dbm eda abm adb isn
Mo a zdb qh wo qb pdi abm lho
Fh vob vbm wh bd pdb pdo
_s v eda,tob wso lbm mdo z; ""
>>"Tob nbd(ad adh jov ia do lbm edo qfbm qb pd;
Zv do lbm Jbd vdbm
>:"Nbd(ad;
Vy vbm iv dbm
>1"Nbd(ad
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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64
;
Vbm bm, bmnbm jbm w
Edbm z(edbm a eob
>6"Nbd(ada bd qfbm aa qb pd vzhbmvbm lno dny edbm;
Ada adb q vop va q fbm
A vd q vop va q fbm
Edbm isb vop va q fbm
Qns edo vz lo thbm as do by, io nbd(ad adsyb qnbm pdb vdbm vob a
bdb ev vda"
>3" (ad$a vd adb bdos p b/;
,tob wso lbm mdo z; "
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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6?
:":"6 Dbm edno vda vdbm vobAdbm vo f eob edno vda vdbm vob v jbm do vzb vdch dbm bd qns;
) Aa as do v> b 6 q mop bdi bmdob as a vdbm vob adsbm w vb qsv,qos vd vdbm o, bdi dbm vdbm isn w ys v ~syv bd dbd bm isn an
bmo vos fbm" Lbm vdbm vob by q vop va a q fbm lob ev wo aa wb
wbdb dbm zobm bd pd qbm, ys v edo ln adb bdb dbm zobm, v
n zn bdbm bdb tv w qvbm va mon bdbm vdbm vob adsbm by w vdo , dbd
wo wo qb pdi inbm vdbm dos bd pdb pdo"
) 1 as do v3 b 4 q asbm ap vdbm vob w pd qbm an fbm qb pdiby $a jnh bdos bmo jov, jov ~sn ebd bh,""/ vzhbm as do vd 7 l as vcqv,wo > p b eoi vzn vbd ta vda vzhbm as vz lo an bmo edh qv"
) = as do vop vdch ql dbd wo bmo vos fbm, abm bd bd mo an d wbdb dbm zobm, bdi bmdob as q fn wh n zn bdbm vdbm e, abm bd
bd mo w ia dos ~s an fbm qb pdi by"
) As do aso abm vdi f l fh vo qnh iv j pdb edad dbm jov bdbmedbm q fbm bdb dbm zobm"
:"1" Vbm dp ev ~s edh qv:"1"> Vbm dp, bd mo vdch bdi as do;Vza dv, w ia pd qbm an bdb dbm zobm, woa a vzb =3# q bmo
a do jov w bdb dbm zobm vzhbm aa qos vd adh vdy q pd job an iv dbm
by" Vzhbm vdo monb ~sn, zv bdos qos vd bd JomA, Ahhp Inzv vob dbd adh zn
iv dbm lhv aa qb pdi inbm bdb dbm zobm" Aa qb pdi by vzhbm aa qos
vd a jov bd JomA a jy jb abm wo aa qb pdi abm lho, vdi ad ab
adoi w vz p db zv bdos" os by adh vdy aa qos vd zv e wbm wh qb pdi
by, e wbm wh vos vd an b abm bd fhnbd q i aa bd b dbm zobm inbm
lo"
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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30
a a ahb q bd vzb s l ev ~s an q adbd ta w dos ~s vzhbm aa
adob la inzecvobm an aa qos vd a fbm qb pdi by" Vza dv, a vo 33# q
bmo a do vz lo zbm d jov vo aa qb pdi inbm bdb dbmzobm fh vbd a
vdy vzhbm qos vd" Vsy bdob, ys v vbd a y ad bm vzb edn abd an
bmo vos fbm, b abm ads q va bm zv lb jo aa pdbm vda inzecvobm vo
oi jb an aa qos vd" A vd f fbm bdb vdy zbm edo o wh iv q qos vd lb
bd JomA, Ahhp Inzv, vd aa qb pdi inbm bdb dbm zobm lsb a jy jb
bdbm eds wa zv f bdb, vdbm bmny eds wa o lo fa ~sy dbm lb" Bmho zn,
aa qb pdi by lsb a a bdbm dbd bd ~sbm j zv jv iv, a jov bdb
ibd w s oi mo a abm bd vdbm dos bd pdb pdo" os by a q va
bm zv lb b bdb vda w dbd bm an bmo vos fbm" y, a 6 ys v ~snb
vzbm bdv l; dbd bd an dbm, bdb dos an dbm, ~sbm ah jb l w w vz, ~ sy
i an dbm s a aa qos vd vb fbm ta vob y ibd fbm qb pdi
inbm bdb dbm zobm vo vny bmo vos fbm"
Vd dno, ~sn q los edh qv adbm vo ab vi vdy io vbm ~snb mon bdi iv
dbm vdbm isn an bmo vos fbm w ia bdb jov bdb dbm zobm" Vdch q
los vbm ev, a >7> bmo vdbm tsyb vos fbm eds wa Vda pdi, aa lho monw, vzno ay, fs b jov b bdb dbm zobm" Q bmo jov bdb dbm zobm vop va
moi fb vdch eds wa aa iv dbm vdbm isn, a vd l a ?: bmo vdbm isn
eds wa i pdi, adv vy zn mon fbm, 61 bmo vdbm isn ~sb h w moy
fp,""
Woa bdb jov vdbm dos vzb abm vbm bm wo q tsv dob an aa iv dbm
zobm vzb aa qos vd" Aa iv dbm zobm tsv dob ad ys aa lbd wa vos fbm
dbm bmy bd mon w, fbm a, vda b w > q iv dbm ~sb h" Aa qos vd zv
vobd v edo edno vda wh ys v vdo ~scb isn dbm an bmo vos fbm" Adh f b
qos vd wo ia ad dny bm a isn qi m, aa monb dbm bds ys pdi lsb a
edad dbm ~snb vi bm ia" Adbd w wy, woa vsbm zn fbm qb pdi bdb dbm
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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zobm pd job bdbm iv dbm by edbm ad wo ia ad p bm bds as edad
dbm i ab a va fbm edsad vb ia bdb jov an fbm qbpdi by"
Io ~snb d vop vdch zv bm ls vi y l mon q bmo jov vo qb pdi
inbm bdb dbm zobm w q bmo q fbm adbm" A >30 bmo jov, bdbm ad a ?>
bmo vz lo vbm q fbm, ad adoi 36#" Wy l fh vo qnh 67# q bmo ab lo
edbm q fbm fbm qb pdi by" As vz lo bi adbd bdbm ahb q vdbm e
vzhbm as do q >3 l fh vo qnh edbm q fbm qb pdi inbm bdb dbm zobm" A
vo =:(=? bmo bo zbm d ad isb q fbm bdbm qb pdi, bdbm bdb dos ~scb
vdsa" A vd l moo ahb q by jbm dno edn abd boi vob vdo w bm a va
bm vo ~s vzbd zn ~syv bd isn an bmo vos fbm" o wo bdbm qb pdivdov ys, vos fbm dbm bmy, ds dv edad dbm s a boi vob w vdo bd mo
vv w iv dny iv q qb pdi bh , boi vob by vh fbm bdbm dbd bd vzhbm
voi vda w d dbd bm vdch dbd bd " os by edob zv bdos edad dbm ad
isb vos fbm bdbm qb pdi ~scb vdsa, jo l edo mb bds as an ibd wo qb
pdi, bdbm dbd bd ~scb vdsa q dob lb w bd dbm b vhb j ~s vzbd isn
dbm an d" Lsb oi by abm a abm a jo woa a b =># q bmo q fbm
qb pdi inbm bdb dbm zobm ad l fbm vd adh jov" _s v fbm vd yvd dob zh ab i fbm qb pdi ~scb vdsa vh bb wo d wb l zv lb, bdbm q
eda jov wo bdi edad dbm y l d abm j va bm w edbm wv ~sn a
q bd dbm an bdb dbm zobm lb q v i an d" _s v a bdb pdv dsy va
fbm vzhbm vzbm dp by"
Vop va edno vda bdi bmo vbm q fbm bdb dbm zobm" As do q ? l
iv as do vcqv w bdbm iv dbm d q fbm" os bm ~snb vi y l a vo
>3 bmo edbm vd dha vz lo qno w aa qb pdi inbm bdb dbm zobm by" os
by a vd l moo jbm woa bdi edad dbm by jov, bdbm adn dos, dny adn a
ed bbm fob v dhb vhb bdb vda jb vdb" W ev ~s l d q edbm a ed
bbm lnb vzsyb vop vdbm vob w fbm qb pdi by adh bmo eda" Vop vdch, aa
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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as do q >>, >: w>1 q l bd mo an bmo vos fbm w bdb dbm zobm qns edo
d vza vop q fbm" y edbm ad l edn abd bm ~snb vi an zobm bdi
bmdob as adbm vo i ab an aa qos vd a fbm qb pdi by" A 46# q bmo
q fbm vz lo zbm ia do lbm an d l jbd vdbm, vzhbm edo ia
zv do lbm dha edbm do lbm ad l 4#" Ev ~s an as vz lo edob adbm vo
pdo bmdob as qs db bdbm bd mo an d w mo a w adv lbm qb pdi" W
iv mo a,: pdbm b adoi s vd l vdp db wo mo aa qb pdi inbm vdbm
dos bd qb tsv w vy vbm iv dbm" A vd vdy bdb dbm zobm a jy jb
zbm zo w a bdb ibd wh ys v mo a vzhbm eds inzecvobm" Vsy bdob, vzhbm
bdb vda bmo vos fbm, a vo 13# adh zbm vy vbm iv dbm i mo anh db
dha vdp db" Bd wy, a : mo vdov a vd v zn y; iv l ys v mo a edbm
pdo l ys v d ~snb vi dbm s edo vos fbm qb pdi by,edob b adn a q
pdb bd bm ia vzhbm bdb vda, dno l d a vos fbm a bdbm qb pdi vdsa
pdb eda bdb dbm zobm anh ap" W iv adv lbm,ad a 6# adh zbm adv lbm
bdb dbm zobm vv db qb pdi an bd qb tsv, vzhbm edo a vo 37# bd mo
vbm bm w 1># bd mo ei db" Ev ~s an as vz lo by pdb bh l moo
a w ia do lbm an bmo vos fbm" Bd wy, ia f nbm l iv ts vd w
a mo a vbm o z db qh wo qb pdi abm lho, bdbm vdch bd bmo vos fbm
bd mo, adv lbm fbm qb pdi by bb a ao vdob vbm ia do lbm
adh bmo q fbm"
Wb aso abm a adbm vo edno vda l ts dbm, dny bd an bmo vos
fbm vzhbm vbm lno o wo bdb dbm zobm" Wo 46# as vz lo ia do lbm l
jbd vdbm, edbm ed hb jovq lbm l vzhbm vos fbm fbm qb pdi by
vzhbm vbm lno an edad dbm" W vda v ev ~s adbm iobd os edo a =:#
q bmo wb ab lbm l, as vz lo ad ia a vd" Vi l by dhb vhb a vd
a l moo, jo l ds dv vzhbm q by wb l fbm vd adh jov, w edo adn dhb
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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vhb a do lbm w adv lbm qb pdi, vd bmo vos fbm q lsb pdb wb mon
bdb dbm zobm wo qb pdi ~scb vdsa dny q fbm"
:"1": Ev lsb vedh qv;Ia pd qbm an bdb dbm zobm nbm bmy abm vbm, a jov o wo bdbm
qb pdi vdov ys" os adbm v aa qos vd abm a bdbm ja o bm b
vzhbm woa inzecvobm vo oi jb y qb pdi vo vny bmo vos fbm"
Vsy bdob, vzhbm q bdbm bmo jov b bdb dbm zobm, wb ab iv j pdb
lbm l adn q fbm qb pdi, w d ad isb vzsbm vdbd wo bdbm qb pdi an
bd qb tsv ~scb vdsa" y l iv vz bmo lb i aa bd pdb pdo ab a adob
la dp l bdi moo ~syv vda vzbm by"
Vzhbm q bdbm bmo vos fbm qb pdi, ia do lbm ad ia jbd
vdbm, a jov o wo adv lbm, d adh zbm adv lbm an bdb dbm zobm
vdbm vdp db dha vbm bm wo qb pdi bd qb tsv" Jo vhb w adv lbm
wo fbm qb pdi a mo a vdp lo a v zn adh a bd pdb pdo w bd qb tsv"
Abm adbd w bdbm bd mo by, bb ds dv bdbm bmo q fbm s wb ab
pdb wb vzhbm woa a vop va q fbm vzhbm vbm lno dny edbm":"1"1 bd mo adsbm w qb pdi bdb dbm zobm Wov Bni;Wo bdbm bmdob as w bdb dbm zobm vdbm ~sn vds vdp vdbm vob vda vzbm
abm bd vob dbd edh qv, bdi bmdob as n zn bdbm bd mo adsbm w
fbm qb pdi by vzhbm vdo monb ~sn"
:"1"1"> Ia pdv vzob;D vdbm qos vd Adbm lho qb pdi
Qos vd vbm dp $JomA, Obvoict,
Ahhp Inzv, Gowoinzv,"/
Vbm o n fbm, vp vzsbm ad ys
wh fbm qb pdi bds ys pdi bd
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vda pdi, pdo vda pdi $}h}, cwovn,
vdv bmso,/, aa lho mon fbm" Bmho
zn, aa bdi dbm eda bd dbm iny
ia, qb pdi anh ap abm nbm a
~snb vi i zbm
Qos vd adsyb fhnbd iny ia,
moy fp, ob v,$w f qos vd
Wobnvct,/
Vy vdch bdi dbm eobd fhnbd
adbd, aa bd pdb pdo q y ibd
pdv vzob bdb dbm zobm wo fbm qb
pdi by $w f bd Wobnvct vp vzsbm
wh vdo vznbm abm q wo mo z db v>0):0#,"""/
:"1"1": oi ibd, oi ys;n" oi ibd qh wo qb pdi inbm vdbm dos bd qb tsv;Fbm qb pdi bdb dbm zobm zn o l iv ja vob lb vzhbm aa qos vd vo
Wov Bni edo o vdch ts dbm vd moo" Ia f wb nbm vzhbm vdo e pdv vzob, vsy
bdob, q vz wbm w edbm bmbm vbm vzbm vzhbm vdo monb ~sn adbm v qbpdi by a bdbm lo vd abd vznbd adh zobm ibd" A vd a 3 edn abd adbd
adbm vo isb ap b, l; mo a, vdbm dos bd pdb pdo, q ad bm bd
pdb pdo, s vd q n fbm w vi l bmo vos fbm"
W iv mo a;aa qb pdi by vdbm a mo vdp db v >0 b :0# qh wo qb
pdi bd qb tsv" A a s vd by l fh aa qos vd vov eoi zv bdos ado pd
vzhbm eds pdb pdo qb pdi, edo d li vhb j abm hb by edo lob ev wo aa
bd qb tsv" Q z db w mo by l iv lo vd edbm bd an bdb dbm zobm" Aa
qos vd lob va edno vda inzecvobm vdch edn abd by, w jb vdb bmo vos fbm
abm j va bm bdv bd edo vop ta wo bdbm qb pdi a mo a s o" os by
abm a bmdn db vzhbm bdbm vdo e edbm dhbm, bmo vos fbm pdo vdv adv
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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33
ado vos, w bdb dbm zobm z zbm l iv q ln adb edbm vo" Ja s bd vd q
mop fbm qb pdi by b wo edad dbm f fbm db, vh vob adh adob la
inzecvobm qns by"
W vdbm dos bd pdb pdo; a vd bo aa qos vd nbm vb fbm vzov
vdbm dos an ibd ta vob jb bdb dbm zobm" Vd bdv, aa qos vd lb ds
dv a ad bm vzb vd vzbm, w a iv lbm edad dbm vzsbm vdbd edbm d
bd" Lbm vzsbm vdbd an edad dbm by dbd vdbd vzhbm s d boi w aa
qb pdi asbm bm jo bd pdb pdo lsb a i jh vo n" W aa bd pdb pdo
edbm edbm y ibd qb pdi vo vny bdbm edad dbm vzsbm vdbd by" Lo vd w
vdbm dos lsb a bd mo zv anh, w bs aa qos vd edno vda vzov os byvzhbm inzecvobm vo oi jb q mop bdb dbm zobm a qa abd vznbd zv lb vzb vd
vzbm" Vd dno, aa bd pdb pdo dhb vhb a vd vb fbm s vd by wh woa i
zbm lbm edad dbm ~scb vdsa" Edad wbm lno b aa qos vd l zv lb, w bs
bdb dbm zobm a jy jb iv aad zbm zo w f vop ab, adbm q f fbm vop
ab wo edad dbm db" Bd wy, lo vd w vdbm dos l edbm d bd wo bdb
dbm zobm edo ci lb jb ab wo aa qb pdi inbm vdbm dos bd qb tsv"
Q ad bm an bd pdb pdo;Pdb vzb adbm vo ap b vdbm dos
bd pdb pdo, bmho oi ibd , d ab a q ad bm vzb vd vzbm abm bd
vbm va wo bd qb tsv" Ts dbm w bdb dbm zobm l iv ts dbm vv ys, w
aa bd qb tsv jsa pdo vdad bmdo wo ts dbm by, a jov l aa bd qb tsv
~sy i bd" Woa adoi vd vdbm pdhbm by mop aa bd pdb pdo os vov dhv
bm, abm bd dhad bd adob la w bdb dbm zobm dp l db" Db bn, d ab
a q ad bm vo oi jb" Fbm qb pdi by lsb a s vob jy jb bdbm
eds wa a iv vob p, vdsdv bdos q ad , abm wo s v inzecvobm db aa
iv dbm eda" Vd ibd voi vbm by z zbm edbm d bd wo bdb dbm zobm"
W s vd an q n fbm;adbm vo ap b edn abd by ia n fbm
vzhbm qb pdi" Vdbm vdbm, io bd qb tsv ad a vd w a ed bbm qb tsv
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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iv dha iv q iv dbm bdv bd" Vzhbm edo , bs a q s v w edb bmhnb,
aa qos vd a vd i zbm bdb dbm zobm zn zv bdos iv dbm, adbm lho eda
bdns" Iv w f bd bdb dbm zobm ]H] an JomA jnh mi bdos iv dbm v
vdov ys bd jv mov, eci bd zbm,"" vo mon fbm bd bo ai ob, bo, Q
pd edp aa iv dbm bd wy q vbm vbd vdbm fbm, dny vbm q ln adb adh
edad dbm" Woa iv lb fbm vd iv qb pdi bh inbm bdb dbm zobm q vdo
vda d fbm aa qb pdi aa bdi dbm w adbm lho eda" n fbm dn qb
pdi, dny pdv vzob adbm vdch ados zbm l iv pdbm vda pd job vbm vbd
abd vznbd adh fbm qb pdi by"
W vi l bmo vos fbm;oi ibd by ia f inbm vbd edad ~snb, va lbm vzb edn abd bmo vos fbm bdos db l vzb edn abd qb pdi, bdbm b
abm pdb bh pdb bd bdbm lo vd qb a an bdb dbm zobm" Io bmo vos
fbm wo bdbm bds as vdov ys, vdbm vdbm q a q ln adb adh zobm ibd" Vsy
bdob, edo mp pdo bdbm qb pdi a jy jb zbm zo wo ia mo vdp, abm wo
vdbm dos bd pdb pdo, iv j pdb edad dbm q a ts dbm fbm vd" W edo
vdbm vob v edad dbm a lnb vzsyb, abm bm bmdn wo vdbm vob w qb pdi
a bdos bmo jov b db, dny bo aad eda, ia pd qbm abm anh db"
j" oi ys qh wo qb pdi inbm vdbm dos bd qb tsv;Vsy bdob, edbm pdo bdb dbm zobm edbm a oi ys" Asa abd vznbd wo
aa qb pdi inbm vdbmdos bd qb tsv wb ab zv fo, w bs edbm a q ad
vzbm eda pda bm ia aa oi ys, iv q qb pdi zv f j wbm zn edo vd
vzbm" Bdi bmdob as ap vo 6 edn abd adbd, jnh mi; l vzhbm vos fbm,
adv lbm qb pdi w dos bm fhiobh
W l vzhbm vos fbm;Bd ap vzb, io bmo vos fbm lsb j bd
dbm jo dbd bd an qb pdi ~scb vdsa, adbm ado pdo dbd wo vzhbm ~s vzbd
zn ~syv bd isn" Vdch edh qv an adbm vo a vo =:(=?, va ?># q bmo a
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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do d edbm q fbm qb pdi inbm bdb dbm zobm w ad isb q fbm aa qb
pdi ~scb vdsa" Ahb q vzb pdb bh pdb bd ys v vi l l iv zh ab
edbm bd vzhbm woa n fbm qb pdi inbm vdbm dos bd pdb pdo vo vny iv
j pdb edad dbm" Db bn, edo aa bd qb tsv vda a wb w lnh wh
asa abd vznbd by wo aa ados vda inzecvobm eda bdns vd zh ab by bmy abm
lb db"
W adv lbm qb pdi;vdch edh qv, ad a 6# adh zbm adv lbm bdb dbm
zobm l anh db qh wo qb pdi inbm vdbm dos bd qb tsv, w abm ad a 4#
dhb vhb do lbm wo bdbm qb pdi by" Z zbm, ahb q by l zv bm jh bm,
a jov b lo l bd mo v bdbm bmo fbm qb pdi vdch edn abd fbm vd adhjov" os bylo abm bm ap b edo aa bd qb tsv qb pdi pd vdbm bmy
abm bbm anh adv lbm bdi vbm vbd abd vznbd vzb vd vzbm"
Dos bm fhiobh vzhbm n fbm dn qb pdi; woa n fbm dn bdos qb
pdi z zbm l iv lo vd lb" Vsy bdob, n fbm dn abm o ei wo bdos zo zh"
Ad ab iv iv tad, dny iv qb pdi a pdb do edbm vv v bmo vos fbm, a
vd fb b q j an a iv d vdbm vdbm dos" Wb by abm bm ls
vi edo adv lbm bdb dbm zobm adn a bmo vos fbm bd mo anh"
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ADBM 1; IV Q EDS_B BMD AN BDI BMDOB AS
1">" Bdb bd w ts dbm vos fbm an Wov Bni vzhbm bdbm bi vo
1">">" Ja vznbd vhb abd w bb eobd v Wov Bni :0>>):0>:Eobd v Wov Bni vzhbm bi :0>> wo bdos vdad vda lb wo li pdv vbm anh,
vbm vzbm vdp, s v vzhbm ba moi fh vdv adv vob v w s v abm moi, s
v ba bmho adbm lo fh vbd dbd eobd v vd moo a bdos job bm"Ia f ab
mp bdos ed edb bd wy vsy bdob eobd v Wov Bni v a bdos vdbd vad
bm edad l, aa ad vos eobd v lb a i jh, li pdv a eoi ad w nbm
a ts dbm moi fb"
Jbm 1">; Iv q ad vos ad ys bi :0>>$ vbm(moi/ qh wo bi :0>0$#/
Va vbm Vbm qb pdi vzhbm ba%3,
4?
Vbm ia jb l dbm dh w fhnbd vds fad w vos
fbm
%:6
,:
Vbm eoi bmad tsv eds%11
,1
Vbm eoi bmad bdp eds%:6
,=
Wb s v bmb qad bd ba vda dob qh wo e
dhad bi
>0>
,4
Ad q mo vos fbm jbd ~sb bi :0>> qh wo bi
:0>0
%>4
,34
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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Vzhbm qsv bdbm vdbm s bi :0>>, li pdv lob va vbm fh bdos bmsyb
bdb eda bdns bd va bm vz an mono hb vda dob adbd qad vob v i zbm
vza , q lch vdnbm an mo wbm w iv q iv dbm bdy ai abm wo ads qa p
li pdv adsbm an vd moo" Vsy bdob, abm w bdbm vdbm aso bi, qa p li
pdv vob v bmy abm moi fb fh Adbd pd w aa a ~snb ada bbm a
bdbm job pdp anb vdop bd; vop va fsy vz bdv ~sb adbd qad vo adbd ) vob v
vdv adv w aajob pdp ~sb l eobd v w i dos ~s bd db ad ed bmdoi bmv
ia vbm vzbm vb fbm, mo vbm pdbm vob vdnbd vhb edhbm >:#, db ad adh
wny pdo qb tsv w vos fbm5 vbm vds bmb qad, vov eoi ado vos, vds dp w av
moi s v abm, moi jo ado bmb qad bd ba ab fo 3#5 vbm abm eoi
qhv vbd vzbm jsb jb wbm iobm w bmho v edbm a moy pdp" Jb abd ,
Adbd pd abm tci tv iob, moi vds, mon db vdo monb bp vds bmsyb los
s wh bdp eds pda w qb tsv tsv eds o wo bdbm bmbd dbm vzhbm ba
ab vdos bmsyb los $bd fv iny, fn moy, vdy qb, dv os, m, fa pdi,"""/5 vop
va vi dhb vds mo vz mon vbm s wh o wo dbm dn vda tsv eds vzhbm bi
:0>>"
Jb abd bdbm iv vad aa, ja vznbd eobd v Wov Bni wb ab vb vo bdbmibm vo" Dob vo, vbm f b an d vdbm vb fbm Wov Bni nbm jbm edhbm >,:
lb MFP Wov Bni $qh wo ia vzsbm jbd vd moo edhbm 0,7 ) 0,= lb MFP/5 dos
~s an wb s v abm nbm moi vdp b ia jh bm $OAHZ an Wov Bni mb
mp o qh qbd wo aa ba vzhbm eds wa/" Vb fbm vbm wv, bdbm bb eobd v wb
vdos wb, fh bmb dbm wb l ebd ad ys ap wb adh bb eobd v $vdch os vzn an
J ED ' V, =0# fhnbd bmdop ab fn ad ys wh aa bmsb wb wny w a vo >(1
fhnbd bmdop wn w bd edbm vd vop ab bmsb wb wny bb s v w eobd fhnbd
ai adbm w >(1 vsy a vop ab a bdbm mp ed edb/" V l b abm Wov Bni
vsy wb a aho l bi vzhbm vi eoi qhv bdbm vz bb anh db db qh wo v l
pd job 10# ) 60# aa bb eobd v nbm pdv vzob w io bo eda" B abm vbm
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bdnbd vzhbm jo abd vdi dv bmb qad anh w eh fo c fn vbd jb wbm an
~sb l b abm $bi :0>> Wov Bni j vz 43"000 v bm vz b qh wo 3?0"000 v
bm vds bmb qad, vbm bm mb >3#/ w my p la lb li pdv, y abm l
bmsyb bdb adbd edob tp dbm vb bdoi ~sa mon an Wov Bni s j aa a
~snb tp dbm vb fbm d vdp" Vzhbm bi abm adbm eob q moi qs w vzi
lbm eh fo an a vd vzbm jv bm qb lb VVAE5 bma wo q bbm jbm b pdo
l an vd vzbm wbm wo bdbm bd anh e la a w mo jb, lb adbd lad mo
vzhbm ba wo ba bmho" Q jv b vd vzbm $jnh di a w ~sy i, ed bbm ab
o asbm ) as w ia mo a dp l/ edbm ad pdb bd bm vdo adsbm vd vzbm
vd moo, i ab lob ~snb b vbd a ~syb anh, eh fo an iv q bd asbm bm
my bdos w vh qbm an moo s v a vbd s a5 abm bd lob ~snb b ts dbm
mon vbm v fh dn vd vzbm adh s v v bdb ba bmho o wo aa lbd wa i
Wov Bni ani ev, vzhbm a d vdbm jb l w vds isn, ad job tsv eds
Bi :0>: q l q vop bo bdv ~sb aa ts dbm ad vzbm, os dbd w
adbd qad nbm vda dob bi :0>>, bdbm a vd q vop va a bdbm vdny o vad
aa o wo iv q ad vos eobd v ) vo adbd" a jov, q a q ao vdob z db ia
li pdv, lo qsv, ab o bmb qad w s v abm, abm bd q mon vbm ~sy i wwno vz s v v bdb vzhbm vbm s v t do Abm asa vo as vza eobd v, vp
vzsbm adsyb o i dbd vbm vzbm vzb a q p fbm vob j edhn da ) abm bmd5
vo as vza d vdbm bmb dbm w a as s v q vz vdbd bdoi w ja vdov vzhbm
vdo monb vo" W vbm vd, Wov Bni nbm w q ab o fob wo bdos jo vhb w
vdad vda vzsyb vdbm w pdo vzsyb vdbm, vzhbm edo ed bbm dsy bm w q fbm
aa abm a w aa bmsb la moo ~syv adbm a ts dbm ah dp dha moi, vdi
ad iv o lo vd vbm o, o do Wov Bni pdo a bdbm bdb vda io w ~syv
vi, abm aad li io, vzhbm edo eob bd ia vos pdv vzob jb wbm ln adb"
1">":" Iv q ts dbm ad ys vzhbm vos fbm an bmo Wov Bni
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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7>
Vdch os vzn t do da vzb700 bmo vos fbm $BVF/ vo 6 VP lb an Abm vy
bmdob as vd vzbm bd Dbm $GVN/, aa ts dbm vos fbm adbd vzhbm bi
:0>: a vd mop aa fhnbd bmdop vdy a bds as vd vzbm w vdov e aa qb
pdi pd dp"
n" Bmo vos fbm fbd bdos q s vob adh dbm WovAa ts dbm vos fbm a ty fbm v ao bdb vza vop an BVF ad edbm
pdo v pdn bd qb tsv" Vdch , ?6# BVF a edh qv adh zbm f adb an li
pdv q ab va bm wh dbd wo vos fbm bi :0>:" Fh wy, BVF a ts dbm av
moi woa isn qi aa ebd dob o $qos vd, o qos vd, an dbm vob lo"""/ w
adsyb qnbm ad ) l ebd jb dbm a mo vdp db" a jov, d q vznbd vd isnqi vo aa adbm vzbd edsyb io"
Vdch edh qv, vzsbm jbd dbm vdbm, aa j i ado vos : vzos bm adh > j
Vdv lbm jsa jbm, BVF q av moi ado vos bdos bdi bmbd dbm edbm
vdsa bds ys pdi" Vb dos bm ibm l =># BVF vob vbm wh dbm WB adv
lbm anh w adv lbm adp bdb a w mo a pdo adbm" Jb abd vda
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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7:
Bmo Wov fbm dbm Wov bmy abm vz vdbd boi v vb fb va o wo bdos
bmo" Vsy bdob, vzhbm vbm lno adoi a ai vbd abm bd q vob fbm vzb
wb an BVF vd dbm Wov wb pdo vdv q a adv lbm vv, mo a dp l w a vdov
e qb pdi p db"
Nb vhb vda pdi nbm l iv vzhbm bdbm vos ad dbm s vzhbm woa isn qi
edo a b 46# bmo vos fbm~snb vi" Tsv pdv v woa bdbm bi mb y wb
nb vhb vda pdi vda q vz bb bbm, edo adb isn vda pdi dny jv a qb
pdi bh bmo vos fbm s ab bda 6 ys v; w qobd nb vhb vda pdi, vda
pdi vo w bmhb, mo a pdo adbm, edbm a adv jh ~sb" a jov, bdos BVF
adh jov, q vy adny dha vdny o bdb dos eda bmny lp va edo edo pdv dob qbpdi a vd wo pdi ~sy bd nb vhb"
Edbm ad vob vbm adsyb mon vzhbm woa bd mo adv lbm i bmny a edo bdb
a vdbm vob qb pdi ei adv lbm v adsyb mon, n q BVF q bmbm q fbm
bmny lp va" ^sn , woa ty fbm dbd bd adsyb mon adh qb pdi l iv job
pdp ~sbm j qb pdi w ead vdad isn zv dos ~s"
j" Vos fbm hblobc b vos fbm tnbd nbm vz vdbd iv ts dbm iovzhbm vos fbm
Wo 40# bmo fb vzsy ap obvczbcv dbm bmy vdbd pd lb, woa isn jb
hblobc vz vdbd iv vdo ~scb edbm vd vdos an bdos bmo" ^sn aa ebd monh
vop vzb abm bm ibm, BVF a bdos os eob vdni edh eob an bdos
bmo isn w iv qb pdi" Vos fbm q dn db q l iv ts dbm zv pdv vzob
vzhbm vbm lno" Aa bdi dbm nbm bmy abm a monh fad isn, jb bdos vzb
ibm mi a; fv iny w qb pdi vdo vznbm, dn i pdi, ob v mon fbm, vdov jwob vdbm, aa lho fad w $v w, fs lad, moo vz/"
Iv bv io nbm a lnb zbm l vdo an BVF o wo bd qb tsv edo 13#
adh jov q bmbm isn bmny lp va bs jov ~s vzbd li zn qb pdi a bd dbm
7/23/2019 [YRC] Nghin cu thi v hnh vi ca ngi tiu dng i vi nhn hng ring ti cc siu th trn a bn H
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71
io vzbm" Ts dbm by vd dob bmny vzhbm woa aa dhv bm t do w io vzbm
bmy abm a bdos bmo bdb vda w vdni mon" 4?# BVF a edh qv vo D
Bo adh jov d bdov vbd dbm bm aa dhv bm jh w io vzbm tnbd vzhbm
vbm lno vzhbm edo =:# BVF vo VP" DAI a jov ad li vd bh qb tsv
edbm bd dbm b io vzbm" Iv abm vy vad aa vdni mon aa dhv bm t do
q a BVF ad w a ab bda bdos db edo d ~syv bd isn qb pdi"
1":" A do w vdad vda o wo qb pdi bdb dbm zobm vo Wov Bni
1":">" A do
A do vzhbm vd vzbm jb l;woa pdv vzob bdb dbm zobm vo aaqos vd
Wov Bni l iv dbm o vdch ts vd vdbm io dob o an vd moo" Vdch ev ~s
edh qv an Boclqcb bi :0>0 vd aa ebd vdbm io dob o Wov Bni io ad
adoi edhbm 10# vd pdb bmbd jb l bdbm lo nbm vbm vzbm zv bdnbd wo :0)
:3# io bi" Vzhbm ts vd , bdb dbm zobm nbm zv zbm an pdv vzob" a
edhbm 7(>3 vdbd wob an Dop Do qos vd D Bo a bdb dbm zobm w adoi
edhbm 1)3# vzhbm d vdbm qos vd" Bdbm f jh adh zbm b q ab vbm vzbm w
vv l >3#" Bd vd, a do an woa pdv vzob bdb dbm zobm vzhbm vd vzbm Wov
Bni l zv lb, bm vdo a a q ds vdsb v voi la eobd v an aa bd pdb
pdo"
Vzhbm jo abd eobd v; a vd bo qb pdi inbm bdb dbm zobm nbm bm