Sự hiện diện xã hội, tính giải trí, khuyến mại và hành vi mua sắm ngẫu hứng: Vai trò trung gian của trải nghiệm dòng chảy=Social presence, entertainment, sale promotion and impulse buying behavior: The mediating role of flow experience

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Tác giả: Nguyễn Thị Hồng Phụng

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, 2024

Mô tả vật lý: tr.89-106

Bộ sưu tập: Metadata

ID: 251743

Thêm vào giỏ

Nghiên cứu điều tra về các yếu tố kích thích như sự hiện diện xã hội, tính giải trí, hành vi mua sắm ngẫu hững và trải nghiệm dòng chảy khi xem phát trực tiếp trên thương mại xã hội dựa trên mô hình S - O - R tại Thành phố Hồ Chí Minh. Nghiên cứu sử dụng phương pháp định lượng với dữ liệu khảo sát được thu thập trực tiếp và trực tuyến gồm 277 đáp viên đã mua hàng khi xem phát trực tiếp được đánh giá mô hình cấu trúc với phần mềm Smart - PLS 4. Kết quả nghiên cứu chỉ ra rằng trải nghiệm dòng chảy có vai trò trung gian quan trọng trong việc thúc đẩy hành vi mua sắm ngẫu hứng của người tiêu dùng vì đó là trạng thái, cảm giác đắm chìm khiến người dùng thích thú, say mê, tập trung và tích cực tham gia tương tác với các hoạt động, nội dung đó đến mức họ sẵn sàng làm bất cứ điều gì khi được kích thích bởi các yếu tố bên ngoài như sự hiện diện xã hội, tính giải trí và khuyến mại. Dựa trên kết quả phân tích, các hàm ý quản trị được đề xuất để nâng cao hành vi mua sắm ngẫu hứng khi xem phát trực tiếp trên thương mại xã hội.The study investigated the stimulating factors such as social presence, entertainment, impulsive buying behavior, and flow experience when watching live streaming on social commerce based on the S - O - R model in Ho Chi Minh City. The study used quantitative methods with survey data collected in person and online, including 277 respondents who made purchases while watching live streaming, and evaluated the structural model with Smart - PLS software version 4. Research results show that the flow experience plays an important mediating role in promoting consumers’ impulsive shopping behavior because it is a state, a feeling of immersion that makes users excited, engrossed, focused, and actively engaged in interacting with those activities and content to the point that they are willing to do anything when stimulated by external factors such as social presence, entertainment, and sale promotions. Based on the analysis results, managerial implications are proposed to enhance impulsive buying behavior when watching live streaming on social commerce.

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