Sự chứng thực của người nổi tiếng tác động lên thái độ và ý định mua hàng của người tiêu dùng: Vai trò trung gian của tương tác xã hội

0 Người đánh giá. Xếp hạng trung bình 0

Tác giả: Hiền Nguyễn Minh, Sinh Nguyễn Hoàng

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, 2023

Mô tả vật lý: tr.92-108

Bộ sưu tập: Metadata

ID: 338548

Thêm vào giỏ Liên kết toàn văn

Mục đích chính của nghiên cứu này là tìm hiểu cảm nhận của khách hàng về các yếu tố chứng thực của người nổi tiếng gồm sức hấp dẫn, sự uy tín, chuyên môn trong quảng cáo trên Facebook. Từ đó đánh giá mức độ tác động từng yếu tố đến thái độ đối với quảng cáo và ý định hành vi của người tiêu dùng thông qua vai trò trung gian tương tác xã hội. Bên cạnh đó, nghiên cứu cũng đánh giá tác động điều tiết của sự đồng tình với người nổi tiếng lên mối quan hệ giữa các yếu tố chứng thực của người nổi tiếng và tương tác xã hội của người tiêu dùng trên Facebook. Mô hình nghiên cứu được kiểm định thực nghiệm bằng dữ liệu khảo sát trực tuyến với 468 người dùng Facebook tại Việt Nam trong lĩnh vực mỹ phẩm và làm đẹp. Tính hợp lệ và độ tin cậy của dữ liệu đã được kiểm tra bằng mô hình phương trình cấu trúc (SEM). Kết quả nghiên cứu cho thấy: thứ nhất, có mối quan hệ tích cực theo thứ tự giữa sức hấp dẫn, sự uy tín và chuyên môn với tương tác xã hội. Thứ hai, có mối quan hệ cùng chiều giữa tương tác xã hội của người tiêu dùng với thái độ đối với quảng cáo trên Facebook. Thứ ba, có mối quan hệ cùng chiều giữa tương tác xã hội và ý định mua hàng của người tiêu dùng thông qua quảng cáo trên Facebook. Thứ tư, có mối quan hệ cùng chiều giữa thái độ đối với quảng cáo trên Facebook và ý định mua hàng của người tiêu dùng. Kết quả cũng cho thấy có sự tác động điều tiết của yếu tố sự đồng tình với người nổi tiếng đến mối quan hệ giữa các yếu tố chứng thực của người nổi tiếng (gồm sức hấp dẫn, sự uy tín) và tương tác xã hội của người tiêu dùng trên Facebook.The main purpose of this study is to research consumer perceptions of celebrity endorsement, including attractiveness, credibility, and expertise in advertising on Facebook. Specifically, the study examines the impact of each factor on the attitude toward advertising and the behavioral intention of consumers through the mediating role of parasocial interaction. In addition, the study also evaluates the moderating effect of homophily on the relationship between celebrity endorsement and parasocial interaction. The research model is empirically tested by an online survey with 468 Facebook users in Vietnam in the field of cosmetics and beauty. The validity and reliability of the data have been tested using a structural equation model. Study results have demonstrated: First, there is an ordered positive relationship between attractiveness, credibility, and expertise with parasocial interaction. Second, there is a positive relationship between consumers’ parasocial interaction and attitude towards advertising on Facebook. Third, there is a positive relationship between parasocial interaction and consumers’ purchase intention through Facebook advertising. Fourth, there is a positive relationship between attitude towards advertising and customers’ purchase intention. The results also show that there is a moderating effect of homophily on the relationship between celebrity endorsement (attractiveness, credibility) and customers’ parasocial interaction on Facebook.

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1. Đọc trực tuyến

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