Nghiên cứu các yếu tố ảnh hưởng đến ý định mua quần áo qua livestream: vai trò trung gian của lòng tin vào người bán=Research on factors affecting the intention to buy clothes via livestream: the mediating role of trust in the seller

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Tác giả: Do Thi Bich Ngoc, Thi Thuy Ninh Truong

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học & Công nghệ - Trường Đại học Công nghiệp Hà Nội, 2024

Mô tả vật lý: tr.17-27

Bộ sưu tập: Metadata

ID: 251925

Thêm vào giỏ

Nghiên cứu được tiến hành nhằm chứng minh các yếu tố ảnh hưởng đến ý định mua quần áo qua livestream của sinh viên đại học tại Hà Nội. Nghiên cứu được tiến hành bằng cách thu thập dữ liệu sơ cấp thông qua khảo sát, kết quả là 241 bảng câu hỏi hợp lệ được mã hóa, làm sạch và xử lý bằng phần mềm SPSS và AMOS. Kết quả cho thấy các yếu tố ảnh hưởng bao gồm: chất lượng livestream (1)
uy tín của người bán (2)
tính tương tác (3)
và ngôn ngữ (4). Trong đó, chất lượng livestream, uy tín của người bán và tính tương tác có tác động tích cực đến lòng tin vào người bán. Biến trung gian, lòng tin, là yếu tố mạnh nhất ảnh hưởng đến ý định mua, tiếp theo là ngôn ngữ và kịch bản livestream. Tuy nhiên, ngôn ngữ không ảnh hưởng đến lòng tin vào người bán. Nghiên cứu này củng cố và bác bỏ các giả thuyết từ các nghiên cứu trước đây và xác định các yếu tố mới góp phần vào kiến thức học thuật. Ngoài ra, nghiên cứu đưa ra các giải pháp tối ưu và hiệu quả giúp các KOL và doanh nghiệp nâng cao hiệu quả hoạt động.The study was conducted to demonstrate the factors affecting the intention to buy clothes via livestream among university students in Hanoi. The research was conducted by collecting primary data through surveys, resulting in 241 valid questionnaires that were coded, cleaned, and processed using SPSS and AMOS software. The results indicate that the influencing factors include: livestream quality (1)
seller’s reputation (2)
interactivity (3)
and language (4). Among these, livestream quality, seller reputation, and interactivity have a positive impact on trust in the seller. The mediating variable, trust, is the strongest factor affecting purchase intention, followed by language and livestream script. However, language does not impact trust in the seller. This study reinforces and refutes hypotheses f-rom previous research and identifies new factors that contribute to academic knowledge. Additionally, it provides optimal and effective solutions to help KOLs and businesses improve their operational efficiency.

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