Nghiên cứu ảnh hưởng của nguồn thông tin đánh giá trực tuyến tới quyết định mua trực tuyến của người tiêu dùng Việt Nam

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Tác giả: Trần Hưng Nguyễn

Ngôn ngữ: Vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Khoa học thương mại 2023

Mô tả vật lý: 52-68

Bộ sưu tập: Metadata

ID: 408433

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Tóm tắt
Chủ đề

Internet đã cung cấp cho người tiêu dùng phương tiện dễ dàng để có được thông tin sản phẩm từ những người tiêu dùng khác và cũng để chia sẻ kinh nghiệm tiêu dùng sản phẩm của chính họ. Hoạt động của người tiêu dùng đánh giá và xếp hạng sản phẩm trực tuyến, sau đó lan tỏa những nhận định hoặc đánh giá này tới những người tiêu dùng khác được gọi là đánh giá trực tuyến (Chatterjee, 2001). Trong bối cảnh TMĐT nói chung và bán lẻ trực tuyến nói riêng đang có sự phát triển mạnh mẽ, các bài đánh giả trực tuyến cung cấp cho người tiêu dùng trực tuyến những thông tin bổ sung về thương hiệu và sản phẩm, đồng thời thúc đẩy họ tiến tới quyết định lựa chọn mua hoặc không. Trên cơ sở tống quan các nghiên cứu có liên quan, bài viết đã đề xuất mô hình nghiên cứu ảnh hưởng của nguồn thông tin đánh giá trực tuyến tới quyết định mua trực tuyến của người tiêu dùng tại Việt Nam. Kết quả nghiên cứu đã cho thấy, chất lượng nguồn thông tin đánh giá trực tuyến có tác động đáng kế tới quyết định mua hàng của người tiêu dùng trực tuyến. Thông qua kết quả nghiên cứu, tác giả cũng đưa ra một số thảo luận đề làm rõ đặc trưng trong tiêu dùng trực tuyến của người tiêu dùng Việt Nam, đồng thời xác định một số hạn chế trong nghiên cứu và các hướng phát triển của nghiên cứu trong thời gian tới., Tóm tắt tiếng anh, The Internet has provided consumers with easy means to obtain product information from other consumers and also to share their own product experiences. This online consumer-to-consumer (C2C) communication is known as electronic word of mouth (eWOM) (Chatterjee, 2001). A common form of eWOM is online reviews, where consumers review and rate products online, and then spread these comments or reviews to other consumers. In particular, in the context of e-commerce in general and online retail in particular, which is experiencing strong growth, online reviews provide online consumers with additional information about brands and products, prompting them to decide whether to buy or not. On the basis of an overview of related studies, the article has proposed a research model on the influence of online review information sources on Vietnam consumers' online purchasing decisions. Research results have shown that: the quality of online review information has a significant impact on Vietnam consumers' online purchasing decisions. Through the research results, the author also gives some discussions to clarify the characteristics of online consumption of Vietnamese consumers, and also identifies some limitations and development directions of research in the near future.

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