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

Lê Minh Chí * và Lê Tấn Nghiêm

* Tác giả liên hệ (minhchitv@gmail.com)

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Ngày nhận bài: 17-07-2017
Ngày nhận bài sửa: 27-09-2017
Ngày duyệt đăng: 28-02-2018
Ngày xuất bản: 27-02-2018
Title: The impact of electronic word-of-mouth (eWOM) in social media on purchase intention: a case study of customers perception in Can Tho City
DOI: 10.22144/ctu.jvn.2018.018
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Trích dẫn
Chí, L. M., & Nghiêm, L. T. (2018). Tác động của truyền miệng trực tuyến đến ý định mua hàng của người dùng mạng xã hội. Tạp chí Khoa học Đại học Cần Thơ, 54(1), 133-143. https://doi.org/10.22144/ctu.jvn.2018.018
Số báo
Tập. 54 Số. 1 (2018)
Chuyên mục
Kinh tế

Abstract

The main purpose of this article is to investigate the impact of electronic word-of-mouth (eWOM) on consumer’s purchase intention with the mediator role of information usefulness and information adoption from the both perspective of customers and messages. For this purpose, a conceptual model was developed based on the integration of Information Adoption Model (IAM) and Theory of Reasoned Action (TRA). The study had collected time-lagged data by conducting two cross sectional surveys in Can Tho City. SEM analysis with 355 respondents confirms that Attitude toward information, Need of information, Information Credibility, Information Usefulness, and Information adoption are key elements that impact consumer’s purchase intention in context of social network environment. Finally, academic, practical implication and suggestions for future research are also dicussed.
Keywords: eWOM-electronic Word-of-Mouth, Information Adoption Model (IAM), Purchase intention, Social network, Theory of Reasoned Action (TRA)

Tóm tắt

Mục đích của nghiên cứu là xác định ảnh hưởng của những thảo luận trực tuyến có ảnh hưởng như thế nào đến ý định mua hàng của người tiêu 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 355 quan sát đã chỉ ra thái độ đối với thông tin, nhu cầu thông tin, độ tin cậy của thông tin, tính hữu ích của 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.
Từ khóa: eWOM-truyền miệng trực tuyến, lý thuyết hành động hợp lý, mạng xã hội, mô hình lựa chọn thông tin (IAM), ý định mua hàng

Article Details

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