Moi quan he
giOfa tmyen mieng dien tuf (EWOM) va hanh vi mua bat dong san
cua ngu'di dan Viet Nam
HOANG HO QUANG"
Torn tdt
Muc dich cua nghien cffu la xdc dinh mdt quan he tdc ddng giffa cdc ye'u to thudc truyen mieng diin tff (EWOM) vdi hdnh vi mua bdt dgng sdn ke tff khi hinh thdnh y dinh mua din khi quye't dinh mua bdt ddng sdn cua ngUdi ddn Viet Nam. De dgt dugc ki't qud ndy, mdt md hinh nghiin ctiu dugc phdt triin dua trin su kit hop giffa md hinh chdp nhgn thdng tin (IAM) vd mo hinh ly thuyit hdnh vi cd ke hogch (TPB). Ket qud phdn tich mo hinh cd'u true tuyi'n tinh (SEM) vdi 422 quan sdt dd chi ra rdng, 6 yeu to thuoc truyin mieng diin tff: Su linh thdng; Su tham gia;
Su gdn ki't; Do tin cdy cua nguon thong tin; Chd't lugng thdng tin EWOM; Sd lugng EWOM tdc ddng tich ci/c len sU chdp nhdn thdng tin cua EWOM, tff do tdc ddng de'n y dinh mua vd quye't dinh mua bd't dgng sdn cua ngUdi ddn Viet Nam.
Tuf khoa: truyin miing diin tff (EWOM), hdnh vi mua, bdt dgng sdn Summary
The study is to determine the relationship between the components of electronic word-of
•mouth (EWOM) and the act of buying real estate during the process from intention to decision of Vietnamese people. Research model is developed based on a combination of information acceptance model (IAM) and theory of planned behavioral (TPB). The analysis of structural equation modeling with 422 observations shows that six factors of EWOM, including: Expertise;
Participation; Engagement; Reliability of information sources; Information quality of EWOM;
Number of EWOM create a positive impact on the acceptance of EWOM information, thereby affecting Vietnamese people's intention and decision to buy real estate.
Keywords: electronic word of mouth, buying behavior, real estate
GIOI THIEU tieu dirag phuc vu cho nhu cau ddi sdng sinh hoat vdi gia tri vtfa va nhd, nhff: dien thoai, quan ao, my pham, EWOM tff lau da dtfdc ddnh gid la mpt do gia dung, dd dien tff... Trong khi do, tdc dpng cua cdng cu tie'p thi cd sffe anh hffdng (Zhang EWOM dd'i vdi nhffng tdi san cd gid tri ldn nhtf bd't et al., 2013). Vdi sif phat trien manh rae ddng san, thi chffa nhan dtfdc stf quan tam chii y. Do ciia internet, ngtfdi lieu diing ngay nay do, tac gia da thffc hien mpt nghien cffu ve md'i quan thtfdng tim kie'm thdng tin dang tai, de he tdc ddng giffa EWOM vdi hdnh vi mua bd't dong san lim kiem stf thudn tien hodc thdng tin can cua ngtfdi ddn VietNam.
thie't trtfdc khi quydt dinh mua sdn pham,
dich vu. Cheung vd Thadani (2012) cho CCSCf LY THUYET VA MO HINH NGHIEN CLfU rang, internet da cung cd'p mot so' nen
lang ra't phii hdp cho cdc dang EWOM, Ccf sd Iy thuyet nhtf: Blog, Forum, Website... EWOM tren mgng xd hgi
Mdt so' nghien ctfu trtfdc ddy da cho Mang xa hpi dtfdc coi la nhtfng nen tang effc ky phu thd'y, anh htfdng cua EWOM tff nen lang hdp cho EWOM (Kim el al., 2014; Erkan va Evans, neu tren den y dinh mua hay quye't dinh 2016). Vdi mang xa hdi, mpi ngffdi cd the chia se y mua sdm cua ngtfdi ddn ve cdc san pham kie'n cua hp thong qua nhffng binh luan, video hodc chi ' T h S . , Cdng ty Co phan Vinpearl - Chi nhanh Ha Moi I Email: quang.hoangho36@gmaiI.
Ngdy nhan hdi: 28/02/2019: Ngdy phdn bien: 12/03/2019; Ngdy duyet ddng: 19/03/2019
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ddn gian Id bam "Like" bd't etf mdt thdng tm nao dd.
Hdn ntfa, bang each share bai vie't, mang xa hpi cdn tao dieu kien cho vide Ian truyen EWOM de'n mgt sd Itfdng ldn ngtfdi dung (Chu va Kim, 2011). Vdi nhffng tinh nang va stf tien dung nhtf vdy, ngay cdng cd nhieu ngtfdi sff dung raang xa hgi de thu thdp thdng tin tham khao y kien ve cdc san phara dich vu (Barreda et al, 2015). EWOM trong nghien ctfu nay dffdc xem xet d khia canh thdng tin va cd the phdt sinh theo nhieu cdch khde nhau. Ngtfdi dung co the cd y thdng tin vd san pbam hodc dich vu, ma hp dang trai nghiem, tim hieu, nhtfng cung cd the vd tinh cung cd'p tbdng tin tham khao cho ngtfdi khde bang cdch the hien sd thich cua hg, chang ban nhtf trd thanh mgt ngtfdi theo ddi hoac mdt thdnh vien ttfdng tdc vdi cac bai viet lien quan de'n san pham, dich vu thdng qua vi6c nhd'n Like va vie't Idi binh ludn (Comment) hodc ddng bai (Post) cd chffa ngi dung len quan de'n san pham, dich vu ma khdng vi muc dich quang cao thffdng raai; vd quan trpng nhd't la cdc nha tid'p thi cung cd the tffdng tdc ngtfdc lai vdi hg bang cdch gffi thong lin thong qua tdi khoan chinh thffc cffa hp trdn cdc trang Website truyen thdng xa hdi.
Cdc ye'u to'thuge EWOM
(1) Su tinh thdng: Phan dnh mtfc dp hieu biet vd chuyen mdn doi vdi san phd'm, dich vu md ngtfdi tieu dung mud'n mua. Theo Park va Kim (2008) cho rang, neu khdch hang cang tinh thong ttfe la mtfc dp hieu biet cua hg ve san phd'm dd cang cao, khi do cdng Idm cho hp ttf tin hdn trong quyet dinh mua sam cua minh ma cang it dffa vdo viec tham khao y kien ben ngodi.
(2) Su tham gia: Phan anh mffc dgquan tdm thich thu cua ngffdi tidu diang dd'i vdi mgt san pham, dich vu ndo dd. Theo Fan va Miao (2012), ndu mffc dO tham gia tha'p thi con ngtfdi se khdng co nhieu thdng tin do dd se khdng nhdn dffdc nhieu hieu bidt vd sdn pham, dich vu dd. Ngffdc lai, neu d ratfc dp tham gia cao thi con ngtfdi se cd ddng Itfc de dpc them nhffng ldi ddnh gia, binh luan thdng qua kenh EWOM qua do ma cd thd tim kidm dffdc nhieu thdng tin phong phu hdn. Va Itfdng thdng tin cd dtfdc se giup ho dtfa ra quyet dinh mua hang ttf tin hdn.
(3) Sugdn ke't: The hien md'i quan he giffa ngffdi gffi tin (ngffdi truyen tin) vd ngffdi nhdn thdng tm EWOM.
Theo Fan vd Miao (2012), md'i quan he la mgt md'i rdng bugc flnh cam ma mpt ngffdi cam nhdn htfdng ve ngtfdi khde, xua't phdt tff vi6c thich chia se, tff sd thich hay ldi sd'ng. Thffc te' cho tha'y, ngffdi tieu dung se tin tffdng EWOM hdn va ddn ddn quyet dinh mua nhanh hdn neu thdng tin la ttf chinh ngtfdi thdn va ban be cua hp. Tuy nhien, trong cdng dong trffe tuyen, cdc md'i quan he se khdng chi ton tai giffa ban be hoac ngtfdi than, ma cdn bao gdm ca ngtfdi la cd nhtJng stf ttfdng ddng ve rapi mat, nhtf: stf quan tdm, stf chia s^ va Id'i sd'ng. Do do, dot khi cdc thong tin EWOM lai dtfdc truyen tai tff ngffdi la, nhffng Iai vdn dffdc ngffdi tieu dung lin ttfdng dd mua.
(4) Dd tin cdy cua nguon thdng tin: Trong mdi trtfdng trtfc tuyen, ngtfdi tieu dung it khi cham vao san ph^m bang hoa hoac tiep xuc trtfc tiep vdi ngtfdi truyen tin.
Do do, ngtfdi tidu diing cd the ddnh gia stf tin cdy cua
ngudn thdng tin thdng qua danh gia dp tin cay cua cdc phtfdng tien iruyen thdng vd mdi quan he vdi ngtfdi truyen tin. Theo Cheung et al. (2012), nguon thdng tin dang tm cdy la mdt ye'u td dtf bdo quan trpng trong giai doan dau khi mdt ngtfdi tieu dung flm kie'm tbdng tin ve san pham hang hda, rad hp dinh mua va nd gop phan vao nhan thtfc dp tin cdy cua thdng didp truyen tin trdn cdc website, nd la mdt yeu to'quyet dinh trong qua trinh ra quyet dinh cua ngtfdi tieu dung. Stf lin nhidm cua ngtfdi tieu dting ve EWOM chinh la mffc dp, ma ta cam nhdn mdt ddnh gid bay mpt nhdn xet la ddnh tin cay, phan anh dung stf that va di tff thtfc td.
(5) Chdt lugng thdng tin EWOM: Chd't Itfdng cua thdng tin la radt ye'u td' quan trpng md mpi ngtfdi sff dung de ddnh gta thdng tin dtfdc truyen de^n, chat Itfdng thdng tm EWOM se anh htfdng trtfc tiep ddn thai dd cua ngtfdi nhdn, dac biet la trong mdi trffdng trtfc tuyen. Neu EWOM dtfdc cam nhdn Id cd stfe lap ludn manh me thi ngtfdi nhdn thdng tin se phdt trien mpt thai dp tich ctfe ddi vdi cac thdng tin nhan dtfdc va hp tin rang dd la n h ^ g thdng tin cd that, ddng tin cay. Thtfc te cho tha'y, neu thong diep cd cha't Itfdng cao se lam tdng y dinb mua san pham, con thdng diep cd cha't Itfdng thd'p se lam cho ngtfdi tieu dung cam thd'y md hd ve sdn pham va dEn dd'n giam y dinh mua sdn phdm.
(6) Sd luang EWOM: Ld sd Itfdng danh gid hoac binh ludn, nhan xel ve mgt sdn pham, dich vu ndo do tren td't ca cac trang website. Sher va Lee (2009) cho rang, so' Itfdng thong tin trdn EWOM ttfdng quan ddng ke vdi tac dpng cua nd ve hdnh vi cua ngtfdi tidu dung. Neu sd Itfdng EWOM ve mpt san pham nao do rad ldn ttfe la nhidu ngtfdi tieu dung dtfdc bie^t ve nd. Va, nhieu y kieri cua ngtfdi tieu dimg cd thd la mpt tin hidu cho stf ndi tidng cua san pham. So' y kien cd the dai dien cho so'ngtfdi tieu dung quan tdm vdi vi6c mua trtfdc hoac dd cd kinh nghiem sff dung. Sd' Iffdng y kien cd the dtfdc coi Id mpt chi so' vd hieu sud't san pham tren thi trffdng, vi vdy ngtfdi tidu dung cd thd suy ludn ve chd't Itfdng cua cdc sdn pham dtfa tren so' Itfdng EWOM.
M6 hinh va gia thuyd't nghien cihi Vl muc tidu nghien cffu la md'i quan he tdc dpng giffa cdc yeu tdctia EWOM vdi hdnh vi mua ba't ddng san cua ngtfdi dan Viet Nam, do dd tdc gia de xud't md hinh nghien cffu nhff Hinh.
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Ttf md hinh nghien cffu tren, cdc gia thuyet nghien cffu bao gom:
HI: Mffc dd hidu bie't cua ngffdi dan ve ba't dpng san cang cao, thi stf ehd'p nhan EWOM cang cao.
H2: Mffc do quan tam thich thu cua ngtfdi ddn ve ba't dpng san cdng cao, thi thi stf cha'p nhan EWOM cang cao.
H3: Md'i quan he giffa ngffdi truyen tin va ngtfdi nhdn tin EWOM cdng gdn ket, thi stf cha'p nhan EWOM cang cao.
H4: Do tin cay cua nguon thong tin cang cao, thi stf chap nhdn EWOM cdng cao.
H5: Cha't Itfdng thdng tin EWOM cang cao, thi stf cbd'p nhdn EWOM cang cao.
H6: Sd Itfdng cua EWOM cdng Idn, thi stf cha'p nhan EWOM cdng cao.
H7: Sff chap nhan EWOM cdng cao, thi sff tdc dpng cua EWOM den y dinh mua bd't ddng san cffa ngffdi dan cang cao.
H8: Y dinh mua bd't dpng san cd quan h6 ty le thudn vdi quydt dinh mua ba't dpng san.
Phrfcfng phap nghidn ciJu Dd'i tugng khdo sdt la nhffng ngffdi ddn da tffng dpc, xem vd tim kiem cdc thdng tin qua EWOM de mua ba't dpng sdn, gdm: raua nhd lidn kd, biet thif vd mua can hg chung cff vdi muc dich de d.
Phgm vi khdo sdt: Khao sdt ngtfdi dan tai 4 thanh phd' tap trung nhieu khu chung etf, bidt thtf vd nhd hen ke d Viet Nam: Ha Npi, Hai Phdng, TP. Ho Chi Minh, Da Nang.
Ve kich thudc mdu: Tdc gia da tien hdnh khao sdt onhne 450 ngtfdi thdng qua phan mem Survey Monkey trong vong 4 thang tiy ngdy 01/05/2018 den ngdy 31/08/2018 va thu vd 422 phie'u khdo sdt hdp Ie (ty le hdi ddp dat 94%) dtfdc sff dung lam dff lidu dau vao. Ky thuat phdn tJch chinh la md hinh cd'u true tuye'n linh SEM vdi phan mem SPSS 22.0 va AMOS 22.0 (Bdi vie't sff dung cdch vie't so thdp phdn theo chudn qud'c te).
KET QUA NGHIEN CLfU
Ddnh gid dg tin cgy cua thang do Kdt qua nhff Bang 1.
Ket qud Bang 1 cho tha'y, ta't ca cac bien deu cd he sd'Cronbaeb's Alpha ldn hdn 0.7, nen td't ca cdc thang do cua cac bien cd the khang dmh Id deu dat dp tin cay vd dffdc sff dung de phdn ticb nhdn to' khdm phd (EFA) tid'p theo.
Phan tich EFA
Trong nghien cffu nay, phtfdng phap
HINH: MO HIMH MGHIEM CflO
chip nh«n
Q u j M
bSl"
N g u 6 n . De xuat CLia tac gia
B A N G 1 : T O N G H d P K E T Q U A DO LCfCfNG T H A N G DO
Ye'u ttf Sir tinh th6ng
Str tham
gia Sifg^n
ke't Dp tin c3y cua ngu6n thong tin Cha't lifiJng
thong tin EWOM So' Itfdng EWOM Str cha'p tihan EWOM
Y dinh mua
Quyet dinh mua
Thang do TT 1 TT 2 TT 3 TT 4 TG 1 TG 2 TG 3 TG 4 GK 1 GK 2 GK 3 TCTT 1 TCTT 2 TCTT 3 TCTT 4 CLTT 1 CLTT 2 CLTT 3 SL 1 SL '>
SL 3 CN 1 CN 2 CN 3 CN 4 YDM 1 YDM 2 YDM 3 ODM 1 ODM 2 ODM 3
HSsd'ttfchig tfuan bi^'n t^ng
0,682 0 681 0 633 0.652 0 680 0 652 0,618 0 540 0 770 0.742 0.744 0615 0,627 0.590 0.634 0.616 0.638 0 650 0.731 0 740 0.663 0.645 0.659 0.622 0.630 0,766 0 719 0.738 0,730 0.693 0.761
H^sfl'Cronbach's Alpha ne'u loai bi^n
0.782 0.770 0.804 0.756 0.716 0.770 0.754 0.785 0.840 0.844 0.824 0.765 0.745 0.739 0,740 0.752 0.733 0.679 0.748 0,75':' 0,869 0 745 0 751 0.767 0 748 0,782 0 834 0.779 0 77^
0.827 0.739
Cronbach's Aloha
0,813
0,802
0.845
0,768
0.754
0.813
0,801
0,814
0.809 Mguon Ket qua phan tich du heu
Principal Component vdi phep quay Varimax se dffdc sff dung de phan tich EFA. Ke't qua nhtf Bang 2.
Ke't qua phan tich EFA do'i vdi cac bie'n ddc ldp d Bang 2 cho thd'y, gid tri bd sd'KMO = 0.765> 0.6; kiem dinh Bartiet deu cho gia tri Sig, = 0.000, dieu nay cho iha'y viec phan lich cac yeu to' la dam bao do tin cdy.
He so' Eigenvalues cua ye'u to' thtf sdu bdng 1.752 > I cho tha'y, stf hoi tu cao cua cdc ye'u to' dtfdc dtfa ra ttf phep phan tich. He so' tdng phtfdng sai trich cua 5 ye'u to' bdng 53.736> 50% th^ hi$n stf bien thien cua cdc yd'u to' dtfdc dtfa ra tff phdn tich cd the gidi thich dtfdc 53.736% stf bie'n thiSn cua du" lieu khao sdt ban dau.
Gid tri phtfdng sai ti-ich ldn hdn 50%, do do cung dam bao dtfdc yeu cau phdn tich.
BANG 2: M A TRAN XOAY cAc THANG DO CGA CAC BIEN DOC LAP Big'n
TT 2 TT 4 TT ! TT 3 TG 2 TG 1 TG 3 TG 4 GK 3 GK 2 GK 1 TCTT 2 TCTT 4 TCTT J TCTT 3 SL 2 SL 1 SL 3 CLTT 3 CLTT 2 CLTT 1
1 0,725 0,755 0.737 0.672
2
0.736 0,720 0.717|
0.672 3
0,832 0.814 0.830
4
0.738 0.717 0,689 0.668
5
0.864 0 825 0.737
6
0.847 0.768 0.728 KMO = 0.765, Sie = 0,000, PhildnE sai trich = 53.736. Eigenvalues (6) = 1.752
BANG 3: KET Q U A PHAN TICH NHAN TO KHAM P H A DOI vdl CAC BIEN PHU THUdC Thang do
Sir chap nhan EWOM Y dinh mua Quyet dinh mua
KMO 0.753 0 741 0.728
Sis.
0.000 0.000 0.000
Phtfcfne sai trich 63 129 74.952 72.475
Eigenvalues 2,362 2.287 2.311 Mgu6n. Kel qua phan tich dCf lieu Ke't qua phan tich EFA vdi 3 bie'n phu thudc trong mo hinh nghien ctfu bao g6iTi: "Stf cbd'p nhdn EWOM, y dinh mua, Quyd't dinh mua "cho ke't qud nhtf Bdng 3.
Theo dd, he so' KMO ldn Itfdt dat gia tri 0.753; 0.741;
0.728 dd'n Idn hdn 0.5; Sig. = 0.000 < 0.5; Gid ti-i tong phtfdng sat trich cua tffng ye'u td' Ian Itfdt la: Sff cha'p nhan EWOM = 63,129 > 50%; Y dinh mua = 74.952
> 50%; Quye't dinh mua = 72.475 > 50%; Gid In he so' hgi tu Eigenvalues cua yeu to' Stf ehd'p nhdn EWOM = 2.362 > 1; Y dmh mua = 2.287 > 1; Quye't dinh mua = 2.311 > 1. Ttf dd cho thd'y, cac bien quan sdt ban dau bieu didn cho cac bie'n phu thudc d^u hoi tu tai 1 y^\x td' duy nha't, Nhtf vay, cdc thang do cua ca 3 bie'n phu thuoc dat dtfdc stf bOi tu cao.
Kd't qua phan tich nhSn to'khang dinh (CFA) Ke't qua phan tich CFA cdc chi tieu do Itfdng dd phu hdp cua md hinh the hien tren Hinh 2 cho tha'y: gia tri Chi-square/df = 2.176 < 3; TLI = 0.942 > 0.9; CFI = 0.950 > 0,9; NFI - 0.912 > 0.9; GFI = 0.925 > 0.9; he sd RMSEA = 0.042 < 0.08. Vi thd', md hinb cd stf phd hdp vdi thi trtfdng.
Hdn nffa, ke't qud cac gia tri P-value cua cdc bie'n quan sat bieu didn cac ye'u to' diu cd gid tri bang 0.000, cac trpng s6'chu£n hda cua cdc thang do deu cao (>0.5).
Do do, cdc bie'n quan sat dtfdc khdng dinh cd kha nang bieu didn tot cho yeu to' trong md hinh CFA va cdc thang do cd stf hoi tu cao.
PhSn tich SEM
Ket qua phdn tich SEM (Hinh 3) cho thd'y: cac chi tieu do Itfdng mtfc do phu hdp cua md hinh, gdm: gia tri Chi-square/df = 2.208 < 3, TLI = 0.940 > 0.9; CFI = 0.947
> 0.9; NFI = 0.908 > 0.9; GFI = 0.921 >
0.9; he sd RMSEA = 0.042 < 0.08 vi th§' md hinh cd stf phu hdp vdi thi trtfdng.
Ke't qua cac gia tri P-value cua cac bid'n doc lap deu cd gia tri 0.000, nen cac bien ddc lap diu the hien stf dnh htfdng tdi bie'n phu thupc Id: "Stf ehd'p nhdn ve EWOM", ddng thdi "St^ chap nhdn ve EWOM" cung tdc dOng ldi "Y dinh mua bd't ddng san" va "Y dinh mua" cd tac ddng tdi "Quye't dinh mua bd't ddng san"
mdl each cd y nghia thd'ng ke.
Vdi stf dnh htfdng cua cdc ye'u \.6 cua EWOM ldi Stf cha'p nhan EWOM, thi yeu td' "Sif tham gia" cd tdc dpng manh nha't vdi he so' chuan hoa la 0.242, ti^'p theo Id y6'u td' "DO tin cay cua nguon thdng tin" cd anh htfdng thff hai vdi he so' 0.238, thtf ba la yd'u to "So' Itfdng EWOM" vdi he so' Id 0.235, thff ttf la ye'u to' "Stf tinh thdng" vdi hd so Id 0.223, thff nam la ye'u to' "Chd't Itfdng thdng tin EWOM" vdi he so' la 0.189, yeu td' tac dpng tbd'p nhd't la "Stf gan ke't" vdi be sd 0.175. Nhtf vay, khach hang cang tham gia nhilu vdo EWOM thdng qua cac binh luan tren cac trang thdng tin cua mang xd bdi hay cdc phan mem, ihl cang cha'p nhan cao hdn vdi EWOM, viec cam nhdn dtfdc dp tin cdy cua ngu6n thdng tin EWOM cung cd'p cho ngtfdi dan cijng khie'n ngtfdi dan tin tffdng va ehd'p nhan cao hdn vdi EWOM.
Ke't qua cOng chi ra vai trd quan trpng cua "So'Iffdng EWOM" tdi vide cbd'p nhdn cua ngtfdi dan, nhtfng sd Itfdng EWOM nhieu ma cha't Itfdng EWOM kem cung se khie'n ngtfdi ddn khong hdi Idng.
Tff ke't qua phdnj:ich tren, thi phtfdng trinh h6i quy bieu dien mtfc dp anh htfdng cua cac yd'u td cua EWOM de'n stf chap nhan EWOM nhtf sau:
CN = 0.223* TT+0.242* TG +0.175*
GK + 0.238* TCTT + 0.189* CLTT + 0.235* SL
Dd'i vdl Y dinh mua bd't dong san, thi stf ehd'p nhdn EWOM anh htfdng vdi h6 so' 0.578, day la mffc do anh htfdng khd ldn cho thd'y, ne'u nbtf ngtfdi dan cha'p nhdn EWOM d mtfc cao, thi cung cd ^ dinh mua cao. Phtfdng tnnh hoi quy dtfdc vie't nhtf sau:
YDM = 0.578* CN
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Doi vdi Quye't dinh mua bat ddng sdn, thi anh htfdng cua Y dinh mua len bien ndy co he so' 0.570 cung 6 mffc dnh htfdng ldn. Dilu nay cho tha'y, ngtfdi ddn cd y dinh mua cung se cd khd nang phat sinh quyet dinh mua. Phtfdng trinh hdi quy dtfdc vie't nhtf sau:
QDM= 0.570* YDM KET L U A N
Ke't qua nghien cii^ cho tha'y: Cac gia thuyet nghien cffu HI, H2, H3, H4, H5, H6 diu dtfdc ehd'p nhdn vdi dp tin cay cao. Dieu dd cd nghia la 6 ye'u to' thupc truyin mieng dien tff (EWOM), gom: Stf tinh thdng; Stf tham gia; Stf gan ket; Dp tin cay cua nguon thdng tin; Cha't Itfdng thdng tin EWOM; So' Itfdng EWOM deu lac dpng de'n sff ehd'p nhan tbong tin EWOM. Dong thdi, cac gid thuye't nghien cffu H6, H7 cung diu dffdc ehd'p nhdn vdi do tin cdy cao. Tffe la cdc stf cha'p nhdn EWOM cdng cao thi stf tac ddng cua EWOM de'n y dinh mua ba't ddng sdn cua ngtfdi ddn cdng cao vd Y dinh mua bat ddng san cd quan hd ty le thudn vdi quye't dinh mua bd't ddng sdn.Q
HINH 2: KET QUA CFA D A CHQAN HOA
HINH 3: KET QUA PHAN TICH MQ HINH CAU TRGC
^ TUYEN TJMH (SEM)
JCAILI^U THAM KHAO
1 Barreda, A. A, Bilgihan, A, Nusair, K. and Okumus, F. (2015). Generating brand awareness in online social network. Computers in Human Behavior, 50, 600-609
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