Nhân tố tác động đến hành vi tiêu dùng phô trương trực tuyến

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Tác giả: Nguyen Bui Huynh, Phuong Thao Le Phan

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học Kinh tế, 2024

Mô tả vật lý: tr.51

Bộ sưu tập: Metadata

ID: 381484

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Mục đích của nghiên cứu này là tìm hiểu những nhân tố ảnh hưởng đến hành vi tiêu dùng phô trương trực tuyến và cách sử dụng mạng xã hội tác động đến những nhân tố đó. Tác giả đã áp dụng phương pháp định lượng để tổng hợp một mô hình đề xuất dựa trên lý thuyết so sánh xã hội và mẫu dữ liệu thu thập thông qua mạng xã hội từ 472 đáp viên. Để thực hiện phân tích dữ liệu, tác giả đã sử dụng các kiểm định độ tin cậy của khái niệm, kiểm định hợp lệ hội tụ và kiểm định hợp lệ phân biệt, quá trình phân tích dữ liệu loại bỏ một mục đo lường sự ghen tị và bốn mục đo lường chủ nghĩa duy ngoại do giá trị tải ngoại không hợp lệ. Trong khi đó, mô hình đo lường và mô hình cấu trúc sử dụng mô hình phương trình cấu trúc tối thiểu bình phương (PLS-SEM) cho thấy sự phù hợp tốt của mô hình. Kết quả cho thấy việc sử dụng mạng xã hội, chủ nghĩa vật chất, chủ nghĩa tự yêu và sự ghen tị ảnh hưởng mạnh mẽ đến hành vi tiêu dùng phô trương trực tuyến, phù hợp với kết quả của các nghiên cứu trước đó. Mặt khác, kết quả nghiên cứu hiện tại đã bác bỏ tác động trực tiếp của chủ nghĩa vật chất đối với hành vi tiêu dùng phô trương trực tuyến. Những phát hiện của nghiên cứu này cung cấp cái nhìn mới cho các nhà nghiên cứu khác về khía cạnh trực tuyến của việc tiêu dùng phô trương và vai trò của chủ nghĩa duy ngoại của người tiêu dùng. Ngoài ra, các nhà quản lý có thể hưởng lợi từ sự hiểu biết sâu sắc về kết quả và ý nghĩa của nó, có thể giúp họ phát triển các chiến lược và tác vụ tiếp thị hiệu quả.The purpose of this research is to find out what factors influence online conspicuous consumption behavior and how social media usage affects those factors. Applying a quantitative approach, an integrative model is proposed based on social comparison theory and a sample data size of 472 is collected from social media users. To perform data analysis, the author employed construct reliability test, convergent validity test and discriminant validity test, the data analysis process omits one item measuring envy and four items measuring xenocentrism due to their invalid outer loading values. Meanwhile, the measurement and structural model using partial least squares equation modelling (PLS-SEM) indicates a good model fit. The results show that social media usage, materialism, narcissism and envy strongly influence online conspicuous consumption, which is consistent with previous studies results. On the other hand, the present research’s results rejected the direct effect of materialism on online conspicuous consumption. The findings of this research provide new insights for other researchers regarding the online aspect of conspicuous consumption and the role of consumer xenocentrism. Besides, managers can benefit from profound understanding of the results and implications as it may serve to aid them in developing effective marketing strategies and tactics.

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