{"id":27658,"date":"2023-12-07T04:40:43","date_gmt":"2023-12-07T04:40:43","guid":{"rendered":"https:\/\/masterskills.org\/blog\/mo-hinh-thuyet-hanh-dong-hop-li-theory-of-reasoned-action-tra-la-gi.html"},"modified":"2023-12-22T16:52:24","modified_gmt":"2023-12-22T09:52:24","slug":"mo-hinh-thuyet-hanh-dong-hop-li-theory-of-reasoned-action-tra-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/mo-hinh-thuyet-hanh-dong-hop-li-theory-of-reasoned-action-tra-la-gi.html","title":{"rendered":"M\u00f4 h\u00ecnh thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed (Theory of Reasoned Action – TRA) l\u00e0 g\u00ec?"},"content":{"rendered":"
\n
\n
\"M\u00f4<\/div>
\n

H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Pinterest)<\/p>\n<\/figcaption><\/figure>\n

M\u00f4 h\u00ecnh thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

M\u00f4 h\u00ecnh thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0: Theory of Reasoned Action – TRA.<\/b><\/p>\n

M\u00f4 h\u00ecnh thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed <\/b>cho r\u1eb1ng \u00fd \u0111\u1ecbnh h\u00e0nh vi d\u1eabn \u0111\u1ebfn h\u00e0nh vi v\u00e0 \u00fd \u0111inh \u0111\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh b\u1edfi th\u00e1i \u0111\u1ed9 c\u00e1 nh\u00e2n \u0111\u1ed1i h\u00e0nh vi, c\u00f9ng s\u1ef1 \u1ea3nh h\u01b0\u1edfng c\u1ee7a chu\u1ea9n ch\u1ee7 quan xung quanh vi\u1ec7c th\u1ef1c hi\u1ec7n c\u00e1c h\u00e0nh vi \u0111\u00f3 (Fishbein v\u00e0 Ajzen,1975). Trong \u0111\u00f3, Th\u00e1i \u0111\u1ed9 v\u00e0 Chu\u1ea9n ch\u1ee7 quan c\u00f3 t\u1ea7m quan tr\u1ecdng trong \u00fd \u0111\u1ecbnh h\u00e0nh vi.<\/p>\n

M\u00f4 h\u00ecnh thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed<\/span> (TRA) do Fishbein v\u00e0 Ajzen x\u00e2y d\u1ef1ng n\u0103m 1975. <\/p>\n

Thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed<\/span> quan t\u00e2m \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng nh\u01b0 x\u00e1c \u0111\u1ecbnh khuynh h\u01b0\u1edbng h\u00e0nh vi c\u1ee7a h\u1ecd, trong khuynh h\u01b0\u1edbng h\u00e0nh vi l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a th\u00e1i \u0111\u1ed9 h\u01b0\u1edbng t\u1edbi h\u00e0nh vi (v\u00ed d\u1ee5 c\u1ea3m gi\u00e1c chung chung c\u1ee7a s\u1ef1 \u01b0a th\u00edch hay kh\u00f4ng \u01b0a th\u00edch c\u1ee7a h\u1ecd s\u1ebd d\u1eabn \u0111\u1ebfn h\u00e0nh vi) v\u00e0 m\u1ed9t ph\u1ea7n n\u1eefa l\u00e0 c\u00e1c chu\u1ea9n ch\u1ee7 quan (S\u1ef1 t\u00e1c \u0111\u1ed9ng c\u1ee7a ng\u01b0\u1eddi kh\u00e1c c\u0169ng d\u1eabn t\u1edbi th\u00e1i \u0111\u1ed9 c\u1ee7a h\u1ecd). <\/p>\n

M\u00f4 h\u00ecnh n\u00e0y ti\u00ean \u0111o\u00e1n v\u00e0 gi\u1ea3i th\u00edch xu h\u01b0\u1edbng \u0111\u1ec3 th\u1ef1c hi\u1ec7n h\u00e0nh vi b\u1eb1ng th\u00e1i \u0111\u1ed9 h\u01b0\u1edbng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ed1t h\u01a1n l\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u01b0\u1edbng \u0111\u1ebfn s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 (Mitra Karami, 2006).<\/p>\n

Gi\u1ed1ng nh\u01b0 m\u00f4 h\u00ecnh th\u00e1i \u0111\u1ed9 ba th\u00e0nh ph\u1ea7n, nh\u01b0ng m\u00f4 h\u00ecnh thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed<\/span> ph\u1ed1i h\u1ee3p ba th\u00e0nh ph\u1ea7n: Nh\u1eadn th\u1ee9c, c\u1ea3m x\u00fac v\u00e0 th\u00e0nh ph\u1ea7n xu h\u01b0\u1edbng \u0111\u01b0\u1ee3c s\u1eafp x\u1ebfp theo th\u1ee9 t\u1ef1 kh\u00e1c v\u1edbi m\u00f4 h\u00ecnh th\u00e1i \u0111\u1ed9 ba th\u00e0nh ph\u1ea7n. <\/p>\n

C\u00e1ch \u0111o l\u01b0\u1eddng th\u00e1i \u0111\u1ed9 trong m\u00f4 h\u00ecnh thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed<\/span> c\u0169ng gi\u1ed1ng nh\u01b0 trong m\u00f4 h\u00ecnh th\u00e1i \u0111\u1ed9 \u0111a thu\u1ed9c t\u00ednh. Tuy nhi\u00ean trong m\u00f4 h\u00ecnh n\u00e0y ph\u1ea3i \u0111o l\u01b0\u1eddng th\u00eam th\u00e0nh ph\u1ea7n chu\u1ea9n ch\u1ee7 quan, v\u00ec th\u00e0nh ph\u1ea7n n\u00e0y c\u0169ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn xu h\u01b0\u1edbng d\u1eabn \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. <\/p>\n

\u0110o l\u01b0\u1eddng chu\u1ea9n ch\u1ee7 quan l\u00e0 \u0111o l\u01b0\u1eddng c\u1ea3m x\u00fac c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn xu h\u01b0\u1edbng h\u00e0nh vi c\u1ee7a h\u1ecd nh\u01b0: Gia \u0111\u00ecnh, anh em, con c\u00e1i, b\u1ea1n b\u00e8, \u0111\u1ed3ng nghi\u1ec7p.nh\u1eefng ng\u01b0\u1eddi c\u00f3 li\u00ean quan n\u00e0y c\u00f3 \u1ee7ng hay ph\u1ea3n \u00e1nh \u0111\u1ed1i v\u1edbi quy\u1ebft \u0111\u1ecbnh c\u1ee7a h\u1ecd.<\/p>\n

M\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng c\u1ee7a nh\u1eefng ng\u01b0\u1eddi c\u00f3 li\u00ean quan \u0111\u1ebfn xu h\u01b0\u1edbng h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 \u0111\u1ed9ng c\u01a1 th\u00fac \u0111\u1ea9y ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0m theo nh\u1eefng ng\u01b0\u1eddi c\u00f3 li\u00ean quan ch\u00ednh l\u00e0 hai y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 chu\u1ea9n ch\u1ee7 quan.<\/p>\n

L\u00ed<\/span> thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed<\/span> \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n \u0111\u1ec3 ki\u1ec3m tra m\u1ed1i quan h\u1ec7 gi\u1eefa th\u00e1i \u0111\u1ed9 v\u00e0 h\u00e0nh vi c\u1ee7a c\u00e1c nghi\u00ean c\u1ee9u tr\u01b0\u1edbc \u0111\u00f3 (Hale, 2003). \u0110\u1ec3 gi\u1ea3i th\u00edch cho nh\u1eefng h\u1ea1n ch\u1ebf tr\u01b0\u1edbc \u0111\u00e2y, v\u1edbi quan ni\u1ec7m h\u00e0nh vi c\u00e1 nh\u00e2n \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi \u00fd \u0111\u1ecbnh h\u00e0nh vi, y\u1ebfu t\u1ed1 \u00fd \u0111\u1ecbnh h\u00e0nh vi \u0111\u00e3 \u0111\u01b0\u1ee3c t\u00e1ch bi\u1ec7t t\u1eeb h\u00e0nh vi th\u1eadt s\u1ef1 (Sheppard, 1988). <\/p>\n

L\u00ed<\/span> thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed<\/span> l\u00e0 m\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp \u0111\u1ec3 d\u1ef1 b\u00e1o v\u1ec1 \u00fd \u0111\u1ecbnh (Fishbein &Ajzen, 1975), c\u00f3 hai y\u1ebfu t\u1ed1 ch\u00ednh trong m\u00f4 h\u00ecnh l\u00e0 Th\u00e1i \u0111\u1ed9 v\u00e0 Chu\u1ea9n ch\u1ee7 quan \u0111\u01b0\u1ee3c bi\u1ec3u hi\u1ec7n trong H\u00ecnh sau \u0111\u00e2y:<\/p>\n

\n
<\/div>
\n

M\u00f4 h\u00ecnh thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed<\/span> (TRA)<\/p>\n<\/figcaption><\/figure>\n

Th\u00e0nh ph\u1ea7n<\/font><\/h3>\n

C\u00e1c th\u00e0nh ph\u1ea7n trong m\u00f4 h\u00ecnh TRA bao g\u1ed3m:<\/p>\n

– H\u00e0nh vi <\/b>l\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng quan s\u00e1t \u0111\u01b0\u1ee3c c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng (Fishbein v\u00e0 Ajzen,1975, tr.13) \u0111\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh b\u1edfi \u00fd \u0111\u1ecbnh h\u00e0nh vi.<\/p>\n

– \u00dd \u0111\u1ecbnh h\u00e0nh vi (Behavioral intention)<\/b> \u0111o l\u01b0\u1eddng kh\u1ea3 n\u0103ng ch\u1ee7 quan c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng s\u1ebd th\u1ef1c hi\u1ec7n m\u1ed9t h\u00e0nh vi v\u00e0 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c xem nh\u01b0 m\u1ed9t tr\u01b0\u1eddng h\u1ee3p \u0111\u1eb7c bi\u1ec7t c\u1ee7a ni\u1ec1m tin (Fishbein & Ajzen, 1975, tr.12). \u0110\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh b\u1edfi th\u00e1i \u0111\u1ed9 c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n \u0111\u1ed1i v\u1edbi c\u00e1c h\u00e0nh vi v\u00e0 chu\u1ea9n ch\u1ee7 quan.<\/p>\n

– Th\u00e1i \u0111\u1ed9 (Attitudes)<\/b> l\u00e0 th\u00e1i \u0111\u1ed9 \u0111\u1ed1i v\u1edbi m\u1ed9t h\u00e0nh \u0111\u1ed9ng ho\u1eb7c m\u1ed9t h\u00e0nh vi (Attitude toward behavior), th\u1ec3 hi\u1ec7n nh\u1eefng nh\u1eadn th\u1ee9c t\u00edch c\u1ef1c hay ti\u00eau c\u1ef1c c\u1ee7a c\u00e1 nh\u00e2n v\u1ec1 vi\u1ec7c th\u1ef1c hi\u1ec7n m\u1ed9t h\u00e0nh vi, c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng b\u1eb1ng t\u1ed5ng h\u1ee3p c\u1ee7a s\u1ee9c m\u1ea1nh ni\u1ec1m tin v\u00e0 \u0111\u00e1nh gi\u00e1 ni\u1ec1m tin n\u00e0y (Hale,2003). <\/p>\n

N\u1ebfu k\u1ebft qu\u1ea3 mang l\u1ea1i l\u1ee3i \u00edch c\u00e1 nh\u00e2n, h\u1ecd c\u00f3 th\u1ec3 c\u00f3 \u00fd \u0111\u1ecbnh tham gia v\u00e0o h\u00e0nh vi (Fishbein & Ajzen,1975,tr.13)<\/p>\n

– Chu\u1ea9n ch\u1ee7 quan (Subjective norms)<\/b> \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n, v\u1edbi nh\u1eefng ng\u01b0\u1eddi tham kh\u1ea3o quan tr\u1ecdng c\u1ee7a c\u00e1 nh\u00e2n \u0111\u00f3 cho r\u1eb1ng h\u00e0nh vi n\u00ean hay kh\u00f4ng n\u00ean \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n (Fishbein & Ajzen, 1975). <\/p>\n

Chu\u1ea9n ch\u1ee7 quan c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng th\u00f4ng qua nh\u1eefng ng\u01b0\u1eddi c\u00f3 li\u00ean quan v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1eb1ng ni\u1ec1m tin chu\u1ea9n m\u1ef1c cho vi\u1ec7c mong \u0111\u1ee3i th\u1ef1c hi\u1ec7n h\u00e0nh vi v\u00e0 \u0111\u1ed9ng l\u1ef1c c\u00e1 nh\u00e2n th\u1ef1c hi\u1ec7n ph\u00f9 h\u1ee3p v\u1edbi s\u1ef1 mong \u0111\u1ee3i \u0111\u00f3 (Fishbein & Ajzen, 1975, tr 16).<\/p>\n

H\u00ecnh th\u1ee9c \u0111\u01a1n gi\u1ea3n theo to\u00e1n h\u1ecdc c\u1ee7a \u00dd \u0111\u1ecbnh h\u00e0nh vi \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n: B – I = W1AB +W2SNB<\/p>\n

Trong \u0111\u00f3: B l\u00e0 h\u00e0nh vi mua; I l\u00e0 xu h\u01b0\u1edbng mua; A l\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ebfn s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u; SN l\u00e0 chu\u1ea9n ch\u1ee7 quan li\u00ean quan \u0111\u1ebfn th\u00e1i \u0111\u1ed9 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi c\u00f3 li\u00ean quan; W1 v\u00e0 W1 l\u00e0 c\u00e1c tr\u1ecdng s\u1ed1 c\u1ee7a A v\u00e0 SN.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: C\u00e1c nh\u00e2n t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m bia c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ea1i th\u1ecb tr\u01b0\u1eddng H\u00e0 N\u1ed9i, PGS. TS. Ho\u00e0ng V\u0103n Th\u00e0nh, T\u1ea1p ch\u00ed C\u00f4ng th\u01b0\u01a1ng, )<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n M\u00f4 h\u00ecnh thuy\u1ebft h\u00e0nh \u0111\u1ed9ng h\u1ee3p l\u00ed l\u00e0 l\u00ed thuy\u1ebft v\u1ec1 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng nh\u01b0 x\u00e1c \u0111\u1ecbnh khuynh h\u01b0\u1edbng h\u00e0nh vi c\u1ee7a h\u1ecd.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27658"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=27658"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27658\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=27658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=27658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=27658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}