TÁC ĐỘNG CỦA TRUYỀN MIỆNG ĐIỆN TỬ (E-WOM) ĐẾN Ý ĐỊNH MUA HÀNG TRỰC TUYẾN TẠI TP. HỒ CHÍ MINH

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Tác giả: Thanh Tú Trần

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học Kinh tế, 2022

Mô tả vật lý: tr.64

Bộ sưu tập: Báo, Tạp chí

ID: 333631

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Nghiên cứu kiểm định sự ảnh hưởng của truyền miệng điện tử (E-WOM) đối với ý định mua hàng thông qua thái độ đối với hành vi, chuẩn mực chủ quan, nhận thức kiểm soát hành vi, và yếu tố rủi ro cảm nhận của người mua hàng tại TP. Hồ Chí Minh. Công trình khoa học sử dụng lý thuyết kép, được kết hợp từ mô hình chấp nhận thông tin (IAM) và mô hình hành vi có kế hoạch (TPB). PLS-SEM - mô hình cấu trúc bình phương bé nhất từng phần được áp dụng với 300 quan sát. Kết quả nghiên cứu cho thấy các giả thuyết đều được chấp nhận và phù hợp với thực tế. Nghiên cứu một lần nữa củng cố mô hình IAM về sự tác động tích cực của yếu tố trung tâm (yếu tố chất lượng) và yếu tố ngoại biên (sự tin cậy ) đối với sự chấp nhận thông tin truyền miệng điện tử. Mô hinh hành vi có kế hoạch thực sự phù hợp trong nghiên cứu về E-WOM và ý định mua hàng của người tiêu dùng. Cụ thể, chấp nhận thông tin truyền miệng điện tử có ảnh hưởng đến ý định mua hàng thông qua chuẩn mực chủ quan, thái độ đối với hành vi, nhận thức kiểm soát đối với hành vi, cũng như yếu tố rủi ro cảm nhận được bổ sung để phù hợp với hoàn cảnh nghiên cứu. Từ đó, nghiên cứu thảo luận các hàm ý lý thuyết quản trị cho các tổ chức có sử dụng nền tảng thương mại điện tử tại Tp. Hồ Chí Minh.The study examines the impact of electronic word of mouth (E-WOM) on purchase intention through attitudes towards behavior, subjective norms, perceived behavioral control, and perceived risk factors in Ho Chi Minh city. The study uses a dual model, which is a combination of the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB). Partial least squares structural equation modeling (PLS-SEM) was applied with 300 observed samples. Research results show that the hypotheses are accepted and are consistent with reality. The study once again reinforces the IAM model on the positive influence of quality factors (central factors) and reliability (peripheral factors) on the acceptance of the electronic word of mouth information. The theory of planned behavior is really relevant in the study of electronic word of mouth and consumer behavioral intentions. Specifically, the acceptance of the electronic word of mouth information has an impact on purchase intention through attitudes towards behavior, subjective norms, perceived behavioral control, as well as perceived risk factors. The perceived risk is receiving additional supplements to suit the research context. From there, the study discusses the theoretical implications and proposes the managerial implications for businesses using e-commerce platforms in Ho Chi Minh city.

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