Ảnh hưởng của cảm nhận về niềm tin và cảm nhận về giá trị tới ý định mua sắm trực tuyến qua trang web nước ngoài=The influence of perceived trustworthiness and perceived value on online purchase intention through foreign websites

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Tác giả: Thị Mỹ Hạnh Ngô, Phương Ly Trịnh

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Nghiên cứu Tài chính Kế toán, 2024

Mô tả vật lý: tr.56-60

Bộ sưu tập: Báo, Tạp chí

ID: 476543

Thêm vào giỏ

Nghiên cứu này xem xét tác động của cảm nhận về niềm tin và cảm nhận về giá trị tới ý định mua sắm trực tuyến qua trang web nước ngoài. Phương pháp nghiên cứu định lượng được sử dụng trong trong nghiên cứu với hai giai đoạn: nghiên cứu định lượng sơ bộ và chính thức. Nghiên cứu định lượng sơ bộ được thực hiện với dữ liệu thu thập từ 70 khách hàng Việt Nam thuộc độ tuổi 18-35 đã từng mua sắm trực tuyến để kiểm định độ tin cậy của thang đo nghiên cứu. Nghiên cứu định lượng chính thức được tiến hành để kiểm định mô hình và giả thuyết nghiên cứu với dữ liệu được thu thập từ 315 khách hàng Việt Nam thuộc độ tuổi 18-35 đã từng mua sắm trực tuyến. Kết quả nghiên cứu cho thấy cảm nhận về niềm tin và cảm nhận về giá trị đều có tác động tích cực tới ý định mua sắm trực tuyến qua trang web nước ngoài của khách hàng Việt Nam. Dựa trên kết quả nghiên cứu, nhóm tác giả đề xuất một số khuyến nghị nhằm thúc đẩy ý định mua sắm qua các trang web nước ngoài của khách hàng Việt Nam.This study examines the influence of perceived trustworthiness and perceived value on online purchase intention through foreign websites. Quantitative research methods were used in research with two stages: preliminary quantitative research and official quantitative research. The preliminary quantitative research was conducted with data collected from 70 Vietnamese customers aged 18-35 and these customers have purchased online. The preliminary quantitative aimed to test the reliability of the research scale and the official quantitative research was conducted to test the research model and hypotheses with data collected from 315 Vietnamese customers who have shopped online aged 18-35. The research results show that perceived trustworthiness and perceived value both have a positive impact on online purchase intention through foreign websites of Vietnamese customers. On that basis, the authors propose a number of recommendations to promote Vietnamese customers' intention to purchase through foreign websites.

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