ANH Hl/OfNG CUA QUANG CAO TREN FACEBOOK DEN Y DINH MUA HANG TRlJC TUYEN CUA Ntf GICll
• N G U Y I N NGQC MAI - LE THANH TIEP
TOM TAT:
Mua sam trffc tuye'n dang tang trtfdng manh me trong nhffng nam gan day d Viet Nam. Muc tidu eiia nghien etfu nay la kiem tra sff anh hffdng cua viec quang eao tren facebook de'n y dinh mua hang trffc tuye'n cua nff gidi. Nghien effu dd khao sat 457 nff gidi, la ngffdi tieu dung dd tffng mua hang trffe tuyd'n. Kd't qua da cho thd'y sff anh hffdng dang ke cua quang cao trdn facebook de'n hinh anh thffdng hidu va gia tri thffdng hidu, dong thdi cd 3 yd'u to' nay ed anh htfdng trtfc tid'p dd'n y dmh mua hang trffc tuye'n eua ntf gidi.
Ttf khda: Quang cdo, facebook, quang cao tren facebook, mua sam trtfc tuye'n, ntf gidi.
1. Gidi thi^u
Mang xa hdi ngay cdng thu hut stf chu y ttf ede nha nghien etfu va nha tid'p thj. Dae bidt, gan day ede nha ngbien etfu dd bat dau ngbien etfu hidn tffpng nay, eoi nd nhff mdt nguon dff lidu tiem nang va thdng tin ed gia tri. Phffdng tien truyen thdng xd hdi da lam thay doi edeh tie'p thi dffPng dai mdt each manh me, Nddd thie't lap mdt sff kd't nd'i gitfa cac nha tid'p thi va ngffdi tidu diing, tao ra nhffng kha ndng va ed hdi mdi, vdi muc dich tang nhan thtfc ve thffdng hieu eua ngffdi tieu dung. De thu hut sff chu y eiia ngffdi tieu dung, ede chuyen gia quang cdo da bat dau stf dung trang web mang xa hdi, Muc dieh cua hp Id de khuye'n khich ngffdi tidu diing chia se hinh dnh thffPng hieu va phdt tnen quang eao midn phi.
Facebook cung ea'p mdt md hlnh mdi de quang eao va lien ke't vdi ngffdi tidu dung. Cac trang web mang xa hdi ndi ehung, hien ehie'm 1 trong 5 quang cao mpi ngffdi xem trffc tuye'n. Cac trang web truyen thdng cd the cung ed'p pham vi tie'p can vd tan sud't eao SP vdi muc tidu phdn khuc vdi chi phi tha'p, mdt sd' nha quang eao mong mud'n stf dung cac trang mang xa bdi nhff mdt phan khiie
quang cao mdi. Mdt trang web mang xa hdi ed the dffde sff dung de tid'p edn khdch hang mdi, gitf lien lac vdi khach bdng hidn tai va quang bd san pham mdi, ban hang / khuyen mai va thu hut cac sff kidn, tao ra tdng the quan he cdng ddng cha't Iffdng cao.
Cdc nha ban hang mong mud'n quang bd thffdng hidu cua minh de'n khdeb hang vdi td'c dp nhanh.
Ngffdi tieu dung, dac biet la nff gidi ed nhieu CP hdi tffdng tac hdn vdi ede nha quang cao, giiip ho gidi thidu sdn pham dffde nhieu hdn de'n khach hang eua ho thdng qua facebook. Nhtfng hinb thffc tham gia mang xd hdi thue day cP hdi cho ngffdi tidu diing xem hinh anh ma ban be trdn trang mang xd hdi dang tren tffdng eua hp (Rodgers va es, 2013), Trong khi ngffdi tieu diing lidn tucehon eae nhdm thffdnghieu tren facebook nhtf la ngudn thdng tin dang tin eay, thi dd la ed hdi mdi phat sinh de' xdy dffng nhan thtfc thtfPng hidu dde dao va nen tang eua quang eao dtfde lan truyen (Holzner, 2008). Trong cae hanh vi eua ngffdi tieu diing, hdnh vi ga'n ke't vdi each thtfc hay y dinh eiia ngffdi tidu dung ed the' bi anh hffdng nhieu hPn theo cde xu hffdng mdi dffde ap dung (Cress vacs 2014).
260 So 9-Thang 5/2019
KINH DOANH
2. Tong quan nghidn ctfu va mo hinh nghidn ctfu
Qudng cdo trin facebook
Quang cap facebook eung cd'p cho ngffdi tidu diing eP hdi dd' tffpng tac tich cffc vdi cdc quang cdp tren trang ciia hp. Theo mdt so' nghien etfu, phffdng tidn truyen thdng xa hdi chang ban nhff facebook ddng vai trd kid'm tra do tin cay cua cde thffdng hieu. Trong xu hffdng kinh doanh hidn nay, sff thanh edng hay tha't bai ciia ba't ky cdng ty nao deu dffa vao nhdn thffe eiia edng chiing. Thanh cdng ciia quang cdo ndn dffde do Iffdng bdng sff danh gid ciia ngffdi tieu dung vdi mffe dd quan tdm de'n cdc sdn pham thdng qua facebook. Facebook tao ra cae nen tang khuye'n khieh quang cao trffc tuye'n dffde lan truyin (Smock vd es, 2011). Dieu nay khuye'n khieh cac nha quang cao cd to chtfe sdn sang ehi tidu mdt pbdn hdp ly trong ngan saeb eua bp dd' xdc dinb khdch hang tiem nang vd nham muc tidu dd'n hp bang quang eao tren facebook.
Tuy nhidn, ngtfdi tieu dCing dang hffdng dd'n qudng cdo dffa trdn niem tin, trong dd cdc nha quang cao thu hiit ngffdi tidu ddng eiia hp bang thffdng bidu ciia hp vd kich thieh quang cap truyen mieng (WOM) (Knight & Kristina, 2007). Cdc nhd quang cdo phat trid'n WOM thdng qua Facebook, vi tri quang cdo trdn Facebook nhff mdt phffPng tidn hieu qua de nang eao hinh anb thffdng hidu ciia hang hda vd djeh vu (Kaplan & Haenlein, 2010).
Hinh dnh thUOng hi^u
Mdt nghien etfu eiia Blaekwell vd Miniard (2006) da tim thd'y thffdng hieu dd hinh anh dffPc sii^ dung nhff mdt canh bdo de thu bdi thdng tm eiia thffPng hieu. Hinh anb thffdng hidu la tap hdp cdc nhdn thffc ve thffdng hieu dffde phan anh bdi thffdng bieu cac hiep hdi dffde td chffc trong bd nhd ngffdi tieu dung. Do do, binh anb thffdng hidu cd the cd md'i lien he thffe va ao trong tam tri ngffdi tidu dung. Ngffdi tidu diing cd' gdng truy cap hffu hinh va vd hinh hiep hdi sdn phd'm va/hoac dich vu thdng qua hinh anh thffPng hidu thdng qua kenh truyen thdng, qua dd thu thdp thdng tin thi trffdng (Story & Loroz, 2005). Mac dii mdt thffPng hidu ed thd khdng sd hiJu sffe ha'p dan ndi tai hodc tao niem tin can thid't dd' ban nd, nhffng khach hang se mua dffa trdn hinh anh lidn quan de'n nd. Sff phat trid'n ciia cac nhdm thffdng hidu trdn feebook va tidm nang tang nhan thtfc vd thffdng hieu da dffpc ndng cao thdng qua sff phdt trid'n eiia internet trong thdi gian qua (Chu, 2011),
Gid tr20Il)gian uag
Sffc manh hay ifu the'ciia hinh anh thffdng hidu Id kd't qua tbdi dp cua ngffdi tidu dung dd'i vdi san phd'm (Faircloth vd edng sff, 2001), nghidn etfu cbi ra rang tbdi dd ciia ngtfdi tidu diing dd'i vdi eae thtfdng hidu va eae lien ke't thffPng hieu khde nhau cd the' dan de'n mdt hinh anh thtfPng hidu tich ctfc va gia tri thtfPng hidu Idn hdn (Dellarocas, 2003).
Y dinh mua hdng
Y dinh mua hang la xac sua't nam trong tay nhffng khach hang cd y djnh mua mpt sdn pham cu the'. Sebiffman vd Kanuk (2009) phdt hidn ra rdng kbdeh hang quye't dinb mua mdt san pha'm (y dinh mua) phu thudc phan Idn ve gia trj sdn pham va khuye'n nghi ma ngffdi tidu dung khac da chia sd, vi du trdn phffPng tidn truyen thdng xa hdi. Ung dung ciia quang eao (tid'p thj lan truyin) cilng vdi ngffdi diing truyen mieng (WOM) dan dd'n tff nguydn va de xua't eiia ngffdi dung tim thd'y cac thffdng hieu ddng di xem xet (Hoy & Milne, 2010).
Gid thuye't nghien cdu nhusau:
Gid thuyet HI: Qudng cdo tr&n facebook cd dnh hudng ciing chieu den hlnh dnh thuang hiiu
Gid thuye't H2: Qudng cdo trin facebook cd dnh hudng ciing chieu de'n gid iri thuang hieu
Gid thuyet H3: Qudng cdo tren facebook cd dnh hud'ng cilng chieu den y dinh mua hdng
Gid thuye't H4: Gid tri thUOng hieu cd dnh hudng ciing chieu de'n hinh dnh thuang hieu
Gid thuyet H5: Gid tri thUOng hieu cd dnh hudng cung chieu den y dinh mua hdng
Gid thuye't H6: Hlnh dnh thuang hieu cd dnh hudng cdng chieu de'n y dfnh mua hdng Hinh 1: Mo hinh nghien cCfu d4 xua't
Ngudn. Tdc gid de x
Phuong phdp nghien cUu
Nghien etfu da khao sal 500 ntf gidi dd tffng mua hang trffe tuye'n d Viet Nam trong ndm 2019 thdng qua mdt cupc khdo sdt chinh thtfc vdi mdt
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bang cau hdi. Bang eau hdi dffde thid't kd' theo thang die'm Likert 5 die'm. Bdng cau hdi bao gom 17 bie'n quan sat, trong dd cd 5 bie'n quan sat ebo Quang cao tren Facebook (Proml - Prom5), 4 bid'n quan sat cho Hinh anh thffdng hieu (Awarel - Aware4), 4 bie'n quan sat eho Gia trj thffPng hieu (Equity 1- Equity4) va 4 bie'n quan sat eho Y djnh mua hang (Intl-Int4). Trong 500 phie'u khao sdt, ed 457 quan sdt hdp Id dffde stf dung trong phdn tieh dff lieu cua nghidn effu nay. Sau khi dff lieu dtfpc sang Ipc, sd'lidu thd'ng kd md ta va phan tich (kie'm dinh dp tin cay thang do qua he sd' Cron- baeh's Alpha, phan tich nhdn td'khdm phd EFA va Md hlnh cd'u true tuyd'n tinh - SEM) vdi sff bd trp eua phan mem SPSS 20.0 va Amo.s 22.0.
Cd'u tnic ve nhan khd'u hoc va dac die'm td' chtfc ciia nhffng ngffdi dffde khdo sat, trong dd eho thd'y trong so 457 quan sat, phan Idn trong dp tud'i 25 - 40 tud'i (ehie'm 60,1%). Dd'i tffdng khao sat phan ldn Id nhdn vien van phdng (57,7%) va da sd' ed trinh dp dai hpc (45,7%).
Nghidn cffu se dffde chtfng minh bang mdt vai chi so phii hpp nhff: CMIN/df khdng ldn hdn 2, mdt sd' trffdng hdp CMIN/df ed the' khdng ldn hdn 3, GFI, TLI, CFI khdng nhd bdn 0.9 vd RMSEA khdng ldn hdn 0.08. Tuy nhidn, theo nhieu nghidn effu gan ddy eua cac nhd nghien ctfu thi GFI < 0.9 vdn cd the chd'p nhdn dffde khi (Hair & c.s., 2010)
3. Kd't qua nghien ctfu va thao luan Kiim dinh dp tin cqy
Phan tich cae ye'u tdxae sua't va phan dch dd tin cay 17 bid'n cho cac ye'u to'chinh da dtfdc phan tich vdi EFA dd xac dinb thffc sff md'i lidn he eiia cae nhan id' anh hffdng de'n y dinh mua hang trffc tuye'n ciia nff gidi. Cae ke't qua ttf phan tich EFA dffde thl hidn trong Bang 1. Bdn canh dd, Eigenvalue=
2.414 ldn bPn I va td'ng phffdng sai trieh Id 78.776% (>50%). HPn nffa, cae he sd' tai nhan td' trong bd'n nhdn to' the' bidn trong Bang 2 deu Idn hdn 0,5. Vdi gid tri KMO = 0,864 (>0,5) vd Sig = 0.000 hidn d Bang 1 va dffa trdn cdc tidu chi trong
Bang 1. KMO v d k i e m djnh Bartlett KMO
Kiem dmh Bartiett's
Ctii binti ptiuong Df Sig.
.864 6902.379
136 0.000 Ngudn: Ke't qud xd ly khdo .sat
bang I kiem dinh Bartlett, ed thd' ndi rang viec stf dung EFA trong nghidn ctfu nay la thich hdp.
Vdi ke't qua thd' hidn ngan gpn trong Bang 2, he sd' Cronbaeh's Alpha ciia 4 nhan to' deu Idn hdn 0.7, cho thd'y rdng ede muc trong cdc nhdn td' co tinh nha't quan ndi bd cap, td't ca eac he sd' tffdng quan bie'n tdng dIu Idn hdn 0.3. Do dd, 4 nhan to' nay la dii td't va ddng tm edy de' phan tich them,
Kiem dinh md hinh
Kd't qua phan tich ma trdn xoay nhan td'eho thd'y, ed 4 nhdm nhan td' dffde hinh thanh, cde he sd' tai nhdn to' ciia eac bie'n quan sdt Idn nhan to' ma nd do Iffdng deu dat ydu cau (>0,5). Sau khi phan tich EFA, thffe hien phan tieh CFA nham kie'm dinh lai eac gia tri eua thang do (gid tri hpi tu, gid tri pbdn bidt, gid tri lidn he ly thuye't).
Kiem dinh thang do bang CFA: Md hinh ndy c6 113 bac tff do, phan tich CFA da ehi ra ede thdng sd'eiia md hinh nhff sau: Chi-square = 130.173 (p
= .000 <0.05), CMIN/df = 1. 152 < 2. Cdc thdng sd kbdc cho tha'y md hinh phd hdp vdi dtf lieu thi trffdng, cu the': GFI, TLI, CFI lan Iffdt la 0.969, 0.996 vd 0.997 dIu > 0.9 vd RSMEA = 0.018 <
0.08. Md hinb ed p-value khdng Idn bdn 0.05 difdc xem la thich hdp vdi dtf lieu thi trffdng khi kie'm dinh Chi-square. Cho tha'y md hinh de xua't eiia nghien ctfu nay dd dffde chd'p nhdn vi tinh hdp Id ciia nd.
Phdn tich md hinh cdu true (SEM) Sau khi thffe bidn phdn tich CFA, se tie'n hanh phdn tieh SEM nham kiem djnh cdc gia thuye't nghidn ctfu va tfdc Itfdng sff tdc ddng cua cde bie'n trong md binh nghidn cffu. Kd't qua phan tich SEM d Hinh 3 cho thd'y, cdc gia tri ddnh gia sff thich bdp ciia md hinh nhff CMIN/df = 1.152 < 2, CFI=
0,997, TLI ^ 0,996, GFI = 0,969, RMSEA = 0,018 deu phu hpp, nen dff lieu phu hdp vdi md hinh nghidn ctfu. Cac kd't qua ffdc Iffdng d Bang 4 cho tha'y, td't ca cae gid thuye't dIu dffde eha'p nhdn vdi gia tri kiem dinh sig < 0,05.
Kd't qua kiem dinb Bdng 4 cho tbd'y he so' tffdng quan r vdi sai so' chud'n SE ciia eac md'i quan he deu cd P - value < 0.05. Vi vay, ttfng cap tfdc Itfdng deu dat dtfdc gia tri phdn biet d dp tin cay 95%, cac khdi niem cd gia trj phan bidt.
Trong eae ye'u to' anh htfdng dd'n y djnh mua hang thi quang cdo tren facebook cd anb hffdng manh nha't. Qudng cao trdn facebook cd tdc ddng cung chieu dd'n hinh dnh thffdng hidu va gia tri thffdng hieu. Gia trj thffdng hieu ed tae ddng ciing
262 So 9-Thang 5/2019
KINH DOANH
Bang 2. Ma tran xoay nhan td va Kiem dmh do tin cdy
Prom4 PromS Prom5 Prom2 Promt Int4 Inti Int2 Inl3 E(iuity2 Equltyl EquityS Equity4 Awarel Aware4 Aware3 Aware2
Ma tr^n xoay nhan to Nhan to 1
.887 .887 .886 .885 877
2
.949 .922 878 .862
3
.900 864 .796 .783
4
.895 .748 .695 .673
Kiem djnh dQ tin cdy Cronbaeh's
Alpha
0.947
0.946
0.902
0.838
H$ sotuong quan bien tong
849 857 859 866 854 888 844 840 909 808 834 749 733 769 616 640 663
Cronbaeh's Alpha neu loai bien
936 .934 .934 .936 .935 .924 .937 .939 .917 .863 .854 .885 .890 .752 .820 .809 .799
Bang 3. Ket qua kiem djnh gid trj phdn biet giCTa cdc nhdn mua hdng trtfc tuye'n
Ngudn: kit qud xd ly khdo .sdl to' dnh htfdng den y dinh
Moi quan h$
Y dinti mua hang Y djnh mua tiang Quang cao tren facebook Quang cao tren facebook Hinil antl ttiuong tiieu
Ydmti mua tiang
<->
<->
<->
<-->
<->
<->
Hinh anh thuong hieu Gia tn thuong hieu Hinh anh thuong hieu
Gia tn thuong hieu Gia trj thuong hieu Quang cao tren facebook
r .090
110 .123 128 .169 .096
S.E .035 .041 .051 .060 .059 .036
C.R.
2.574 2.694 2.403 2 134 2.850 2.702
P .010 .007 .016 .033 .004 .007
chieu dd'n hinh anh thffPng hieu. Ta't ca cae md'i quan he deu cd y nghia thdng ke nen cae khdi niem dat dffde gid tri hdi tu.
4. Ket lu$n
Quang cdo truyen thdng thdng qua mang xa hpi cung cap mdt khia canh hoan toan mdi de quang cao, vi nd cung cd'p kha nang tffdng tac cho ngffdi diing, dac bidt la trdn facebook (Logan va edng sff
Nguon: Kit qud xd ly khdo sdl
2012). Nghidn effu dd ehi ra ty Id tffdng quan eao giffa ede bid'n eho tha'y qua trinh thu thap vd trao doi thdng tin thdng qua facebook tao dieu kien cho sff tham gia ciia edng ehiing. Facebook, bdng each tdn dung WOM va tid'p thi lan truyen, ed the nang cao hinh anh thffdng hidu va gid tri thffdng hieu, do dd nang eao y dinh mua hang trffc tuyd'n eiia ngffdi tieu diing.
Sd9-Thang 5/2019 263
Bang 4. He so hoi quy cua cac md'i quan he
Gia thuyi't HI H2 H3 H4 H5 H6
Tuong quan
Quang cao tren facebook -> Hinh anh thuong hieu Quang cao tren facebook -> Gia trj thuong hieu Quang cao tren facebook -> 'i' dmh mua hang Gia tn thuong hieu -> Hinh anh thuong hieu Gia tn thuong hieu -> Y dmh mua hang Hinh anh thuong hieu'i' dmh mua hang
Udc liidng .103
122 076 .117 .066 .075
S.E.
.048 .057 .038 .044 .030 .033
C.R.
2.145 2.155 2.007 2.675 2.168 2 235
P .032 .031 .045 .007 .030 .025 Ngudn: Kit qud xd ly khdo sdl
Rd rang la hien tffdng quang cdo dd thay ddi tff quang eao dd'y dd'n qudng cao dffa trdn nilm tin. Vi vdy cdc edng ty can ed ke' hoach tdng ngdn sdch eua hp tren facebook de' tuy ehinh qudng cdo cho ngffdi tidu dung eua bp. Bdy gid quan trpng hdn bao gid bdt cac cdng ty thdnh edng ndn stf dung quang eao trdn facebook dd' thu hut khach hdng ciia ho trffdc, trong va sau chu ky mua hang ciia bp, ttf dd tdng cffdng binh anh thffPng hieu va gia trj thffPng hidu.
Hdn nffa, nhieu ngtfdi dung dong y rang bo sdn sang mua ede thffdng hieu da tang len do kd't qua cua vide nhin thd'y nhieu nhd't nhff "Chia se ", dieu do cho thd'y thffPng bidu nay ed uy tin. Nhilu ngffdi tieu diing dd chd'p nhan facebook nhff mdt edeh quang cdo thdi thffdng va vl bau he't cde thanh vidn ciia faeebpok deu tre tud'i, ho cd xu hffdng quan tam dd'n vide tim kie'm cac phong each ddc ddo bang each theo dudi thdng tin tren cac trang thffPng hieu va thdng qua cdc de xua't eiia ban be va ngffdi quen. De tdn tai trong thi trffdng hien nay, cac edng ty canh tranh manh me can dtfdc da'y manh ve nhan dien thffPng hidu ciia ngffdi tieu dung vd dffa ra cae chie'n Iffde quang cao phu hdp.
Ve mat quan ly, nghidn ctfu nay chi ra y nghia quan trong dd'i vdi ede cdng ty stf dung quang eao facebook nhff mdt phan eiia t^ng the ehid'n Iffdc quang cao. De' td'i utf hda quang cao trdn facebook cua bo, cac edng ty nen eung ea'p eae thdng diep linh hoat hPn cho khdch hang eua hp va cung cap cdc ffu dai cung nhff khuye'n mai de khuye'n khieh chung lan truyen rdng rai. Hy vong rang ke't qua ciia nghien cffu nay se la nguon tham khao dffde cac cdng ty cd the dp dung va nang cao thffdng hieu rieng ciia ho.
Ben canh dd, ngbien ctfu nay cung cd mdt so' han ebe'. Dau tidn, nghien ctfu cd so' Iffdng kich thffdc mdu khdng the dp dung hodn toan cho toan bd ngffdi dung facebook. Tid'p dd, trong nghien cffu nay, chung tdi cbi tdp trung vdo sd' Itfdng gidi han eiia ede ye'u to' Iidn quan dd'n y djnh mua hdng eiia nff gidi la phffdng tidn d^ cai thidn hieu sua't quang cao. Bdn canh vide giai quye't nhffng han ehd', nghien ctfu dffde danh cho hieu tfng ciia qudng cdo di ddng ky thudt sd' nhtf nen tang tfng dung dd'i vdi nhan thtfc va ddng Itfc ciia ngtfdi tidu dung.
Dieu nay cd thd' htfu Ich dd' ffdc tinh mdt md hinh quang cao trdn thie't bi di ddng •
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KINH DOANH
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Ngay nhanbai: 18/4/2019
Ngay phan bidn danh gia va stfa chffa: 28/4/2019 Ngay chap nh§n dang bai: 8/5/2019
Thong tin lien he:
1. TS. NGUYEN NGQC MAI Khoa Kinh te, Dai hpc Thu Dau M^t 2. TS.LE THANH TIEP Daii hpc Lac Hong
IMPACT OF ADS ON FACEBOOK ON WOMEN'S ONLINE SHOPPING INTENTIONS
• Ph.D NGUYEN NGOC MAI Faculty of Economics, Thu Dau Mot University
• Ph.D LE THANH TIEP Loc Hong University
ABSTRACT:
Online shopping has grown strongly in recent years in Vietnam. This study is to examine the impact of ads on Facebook on the online shopping intention of women. 437 vv'omen who have shopped online were surveyed in this study. The study's results show that ads on Facebook have significant impacts on the brand image and the brand value. In addition, ads on Facebook, the brand image and the brand value have a direct impact on women's online shopping intention.
Keywords: Advertising, Facebook, advertising on Facebook, online shopping, women.
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