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  • Công bố khoa học và công nghệ Việt Nam

06.99

Kinh tế và kinh doanh

Lê Minh Chi, Lê Tấn Nghiêm, Nguyễn Xuân Trường(1)

Tác động của truyền miệng trực tuyến đến ý định mua hàng của người dùng mạng xã hội

Khoa học (Đại học Cần Thơ)

2018

1D

133-143

1859-2333

Truyền miệng trực tuyến, eWOM, Lý thuyết hành động hợp lý, Mạng xã hội, ý định mua hàng

Xác định ảnh hưởng của những thảo luận trực tuyến có ảnh hưởng như thế nào đến ý định mua hàng của người tiên dùng. Để đạt được kết quả này, một mô hình nghiên cứu được phát triển dựa trên sự kết hợp giữa mô hình chấp nhận thông tin (IAM) và lý thuyết hành động hợp lý (TRA). Kết quả phân tích bằng phương pháp SEM với 335 quan sát đã chỉ ra thái độ đối với thông tin và sự chấp nhận thông tin là những yếu tố chính của eWOM tác động đến ý định mua hàng của người tiêu dùng. Nghiên cứu cũng đề xuất một số ứng dụng trong thực tiễn và những hướng nghiên cứu trong tương lai.

TTKHCNQG, CVv403

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