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TAC DONG COA TRUYfN MIEHG D I | N itl DfN y DINH MUA HiiNG COA NGUOI TIEU DDNG
TRENN^TJimMnNGMflllVCTllY^T^Iiq
Pham Van Tuan jE>ai hgc Kinh tl QuIc dSn Ha Ngi Email: [email protected]
Ngdy nhgn: 03/03/2020 Ngdy nhgn Igi: 08/04/2020 Ngdy duyet ddng: 15/04/2020 x ? ^ ^ ( 3 ; viit nghiin cuu nhihig lac dgng cua truyin miing dien tu din y dinh mua hdng ciia ngudi tiiu (j^^^ diing trin nin tdng thuang mai true tuyen. Trong ddj nghiin cuu kiem^ dinh tdc dgng true tiip tic sir chdp nhdn eWOM, thdi do, chudn ehu quan va nhgn thuc kiem sodt hdnh vi din y dinh mua. Ngoai ra, y dinh mua con chiu tdc dgng gidn tiip ciia su chdp nhdn eWOM thong qua thdi do, chudn chu quan vd nhgn thirc kiim sodt hdnh vi; dnh huong cua su tin cay eWOM, chdt lugng eWOM thong qua su chdp nhdn eWOM.
Bdi bdo se trinh bay kit qud nghiin cuu thuc nghiem dinh luong tir 09/01/2020 den 01/03/2020 nhdm kiem dinh mo hinh ly thuyet ciing nhu cdc gid thuyit nghiin cuu md nhom de xudt. Kit qua cugc nghiin cm chi ra rang su tin cay eWOM co dnh huoTtg gidn tiip taiy dinh mua hdng thong qua yiu to su chdp nhgn eWOM, y dinh mua chiu sye tdc dong tich cue true tiip tir su chdp nhan eWOM, chudn chu quan ciing vai nhgn thuc kiim sodt hdnh vi vd su chdp nhgn eWOM co dnh hudng tich cue mgt cdch gidn tiep tdi y dinh mua thong qua cdcyiu to thdi dg, chudn chu quan, nhdn thuc kiem sodt hdnh vi. Nghiin ciru ndy ciing chi ra rdng, chdt lugng eWOM khong gdy ra tdc dong gidn tiep vd thdi do khong gdy ra tdc dgng true tiep tdi y dinh mua hdng cda ngudi tieu diing trin nin tdng thuang mai mua sdm true tuyen.
Tir khoa: Truyen miing dien tu, thuang mai true truyen, thuyet hdnh vi theo ke hoach, y dinh mua.
1. Gidi thieu Cae nha nghien ciru (Bickart va Schindler, 2001 [4];
Theo Sach trang cua B5 Cong Thuang nam 2019 Kumar va Benbasat, 2006 [20]; Zhang va cgng su, [42], Viet Nam la mgt qudc gia cd din 60% dan si 2010 [35]), Pitta va Fowler, 2005 _[24]) nguoi tiiu sir dung Intemet va den 92% trong sd do cd the de diing cd xu hudng tim kiem va kiem tra cac thdng dang truy cap vao Intemet thong qua dien thoai di tin cua cira hang, san pham thdng qua khach hang dgng hay 75% la may tinh hoac may tinh de ban. cii, tmdc khi quyet dinh mua hang. Dat trong bdi Vdi dan sd han 95 trieu ngudi, lugng ngudi dung canh Viet Nam dang sd hiru tdc do tang trudng va sir dien thoai thdng minh dang tang nhanh va nhu cau dung Intemet dang kinh ngac, eWOM la mgt cdng sii dung Intemet ngay cang^cao, Viet Nam dugc cu marketing rat hieu qua trong hoat dgng trayin danh gia la thi tmdng hap dan ddi vdi cac cdng ty thon^, xiic tien thuang mai, thiic day qua trinh ra TMTT. Hdi Doanh nghiep Hang Viet Nam chat quyet dinh mua ciia nguoi tieu diing.
lugng cao danh gia [38], nhirng nam gan day, vdi su Ben canh do, Viet Nam dang chiing kiln nhiing ra ddi cua hang loat cac website thuang mai dien tir budc nhay vgt ciia nganh thuang mai dien tii - m^t nhu Lazada, Tiki, Shopee, Sendo.._, viec mua sam phuong thiic mua ban, trao ddi true tuydn trong thj tren cac trang thuong mai true tuyen da khdng cdn tmdng. Dieu nay da thuc diy tdc dg phat triln ciia xa la vdi ngudi tieu dimg Viet Nam. eWOM tai Viet Nam va dem lai nhilu khia canh mdi fmyen mieng dien tii, elecfronic Word Of Mouth cho phuong phap marketing s6 nay. Tuy vay, khong (eWOM) la ngi dung nghien ciiu rat cot Idi trong phai tat ca thdng tin eWOM dIu mang lai tac dgng khoa hgc hanh vi nguoi tieu dimg, nhat la su ph_at tdi hanh vi mua sam cua ngudi tieu diing. Sau khi trien cua cugc each mang cong nghiep 4.0 dang dien tdng quan ly thuyet, nhdm tac gia nhan thay nghien ra manh me frong bdi canh hien nay thi dac biet ciiu ve tac ddng ciia eWOM tdi y dinh mua cua cang cd gia t4 ca ve hgc thuat ciing nhu thuc tien. ngudi tidu dimg, dac biet la tren cac nin tang thuong
kfioa hoc ^ ihififngmaj s 6 1 4 1 / 2 0 2 0
-[fiuAN Tig KliH p g
mai hue tuyen hien chua dugc tiln hanh tai Viet Nam. Do d6, nhom tac gia muln di sau vao dl tai, bo sung cho cac khoang frdng nghien ciiu. Trong cong trinh, truyin mieng dien tii se dugcjihan tich ky ludng tu co sd ly thuyit cho din thi^c tien qua cac tac dgng cua nd^den hanh vi, thai do ciia ngudi tieu dung tren cac nen tang thuang mai trg:c tuyin. Tren CO sd ly thuyit, nghien cim se dya tren: Thuyit hanh vi theo ke hoach (TPB) va Thuyet chdp nhan thong tin (lAM) dl dua ra md hmh ri6ng danh cho tmyin mieng dientu. Ket qua nghien ciiu ki vgng se bd sung vao kien thirc chung ve eWOM va tao ra cac co sd khoa hgc thiet thuc, giiip cac td chiic, doanh nghi?p dua ra cac chien luge phii hgp vdi thi tmdng so hien nay.
Trin the gidi da cd cac nghien cuu vi eWOM ciang nhu tac d^ng ciia no tdi cac boat ddng kinh tl, tuy nhienlaitap trung hau hit tdi nganh du Hch dich vu, CO the ke dencac nghien eiiu: "Su tac dgng ciia gioi tinh len tmyen mieng dien tii d Tay Ban Nha"
(Sanchez-Torres, Javier & Arroyo, Xavier & Irurita, Ana & Moro, Maria, 2018 [26]). "Su anh hudng ciia tniyen mieng dien tu din y dinh mua hang: Phan tich tdng hgp" (Ismagilova, E., Slade, E.L., Rana, N.R va cong su, 2019 [18]); "Ky nguyen mdi cua tmyen mieng dien tir; khi nhirng danh gia ciia khach hang thang the hem nhan xet cua chuyen gia"
(Charles R. Taylor, 2018 [6]). Ngoai ra, ciing cd mgt so nghien eihi ve tac ddng ciia eWOM tai Viet Nam, vi du nhu: Nghien cuu "Sii dung Thuyet harih vi du dinh do judng anh hudng cua eWOM den y dinh lira chgn dilm den Thanh pho Da Nang cua khach du lich, Dao Thi Thu Hudng 2017) [36]; Cac nhan t l tac dgng den long tmnj thanh va truyen mieng dien ttr cua khach du lich ddi vdi diem din Thanh pho Hd Chi Mmh (Le Thi Thanh Ha, 2018) [40]. Tuy nhien, cac nen tang thucmg mai dien hi taiViet Nam mdi phat triln manh me nhimg nam gan day, do do, nghien ciiu ve tmyen mieng dien tir tren cac nen tang thuang rnai true tuyen chua cd nhieu.
Khoang trlng nghien cuu ma bai viit hudng tdi:
Ngirdi tieu dimg tren cac nin tang thuang mai diln tii CO bi tac dgng bdi eWOM hay khdng? Nhiing nhan tl nao tac dgng din eWOM va eWOM tac dong tdi y dinh mua cua ngudi tiiu dung trin cac nen tang thuong mai true myen nhu the nao?
2. Khung ly thuygt Truyen miing dien tu (eWOM)
Trong eac khai niem ma cac hgc gia tmdc dua ra, nhom tac gia nhan thiy khai nilrn ciia Hennig va Thurau (2004) [17] phu hgp vdi de tai, nghien cuu:
"TmyIn mieng dien tir la tat ca cac khang dinh tich
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c\rc hay tieu cue dugc tao ra bdi ca nhirng khach hang cu, khach hang hien tai va khach hang tilm nang ve mgt san pham hay mgt cdng ty; cac khSng dinh nay dugc tao ra san cd cho cac nhdm cdng ddng hay_ nhirng td chiic thdng qua Intemet.". Nhu vay, truyen mieng dien tu trong nghien ciru nay cd the hieu la nhung binh luan, phan hdi cua khach hang ve san pham frin nen tang thuang mai dien tu.
Thuyet chdp nhgn thong tin (lAM) Trong mo^hmh lAM, Sussman va Siegal (2003) [31 ] dl xuat rang chit lugng ciia thdng dilp va ngudn thdng tm dang tin cay se cd tac dgng din tmh him ich cua thdng tin. Ngudn thdng tin sau dd, ciing se cd tac dgng tdi sir chap nhan thdng tin ciia khach hang. lAM dugc nhilu hgc gia danh gia cao vl tmh ling dung ciia nd khi nghien ciiu vl eWOM (Cheung va cOng su, 2008 [8]; Shu & Scott, 2014 [27]). Cu thi hon, Cheung va cgng su (2008) [8] da ap dung md hinh lAM khi nghien ciru ve hardi vi tren cac trang diln dan thao luan true tuyin, trong khi Shu & Scott (2014) [27] da ap dung nd trong ngu canh cua huyln thdng xa hgi. Bdi vi nghien ciiu nay tap trung vao eWOM trin phuong dien tmyen thdng xa hgi, vile ap dung lAM cung dugc coi la phii hgp. Cac yiu to cua lAM dugc ap dung trong nghien ciiu nay tuang tu vdi md hmh goc cua Sussman va Siegal (2003) [31].
Cac nhan to tdc dgng den Su chdp nhgn eWOM Tren tien de cua thuyet chap nhan thdng tin lAM, nhdm^nghien ciiu da ke thira va nit ra dugc ket luan cho de tai nghien ciru eua minh nhu sau:
Thii nhat, su tin cay vdo eWOM ed tax: dqng tdi sic chdp nhgn eWOM. Su tin cay co the hieu mot each dan gian la tu tin tuong (Fogg va Tseng, 1999) [15], Cac thdng diep gidng nhau cd tac dgng tdi do tin cay ciia thdng tin; cang cd nhieu thdng diep gidng nhau, do tin cay ciia thong tin do cang cao va ngugc lai (Wathen va Burkell, 2002 [32], Charies C.Self, 1996 [5]). Su tin cay cua nguon thdng tin duac xac dinh bdi mdi^ quan he giiia ngudi nhan thdng tin va ngudi tmyIn thdng tin. Ngudi cd mdi quan h? gan giii cang cao thi do tin cay cang cao.
Cdn mire dg tin cay cua thdng diep nam d ngi dung cua nd va mice do tac dgng cua nd tdi ngudi nhan (Moran va Muzellec, 2014 [21]). Trong nghien ciru nay, sutin cgy eWOM dugc hieu Id sic tin tudngvdo cdc binh luan, danh gid vi sdn phdm tren cdc trang mua sdm tnfc tuyin eua ngudi tiiu diing. Tac gia dua ra gia thuyet:
(HI) Su tin cgy tdc dong tich cue den Su chdp nhdn eWOM
Thii hai, sif chap nhgn eWOM con chiu dnh hudng bdi nhdn to chdt lugng eWOM. Chat lugng
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thdng tin ddi vdi ngudi sit dung may tinh dugc danh gia qua cac tiiu chi: ngi dung cua thdng tin, tinh chinh xac, cau tnic va tinh diing liic (Doll va Torkzadeh, 1988) [34]. Cdn chit lugng ciia tmyIn mieng dien tir (eWOM) dugc dinh nghia la chit lugng ciia mgt danh gia dudi cac gdc do cua tinh chat thong tin nhu: tinh lien quan, tinh dung luc, tinh chinh xdc vd tinh bao ham ciia thong tin dd (Delone va McLean, 2003) [12]._ Nhiing thdng tm eWOM cd ngi dung rd rang, de hieu, cd ich, dang tin cay va CO du ly do thuyit phuc cho quan dilm cua ngudi viet eWOM dugc danh gia cao va cd tac dgng tdi y dinh mua hang (Park va cgng su, 2007) [10].
Trong bdi nghiin cuu ndy, tdc gid dinh nghia chdt lugng eWOMla chat lugng ciia cdc binh luan, danh gid ve mgt sdn phdm, dich vu trin cdc trang mua sam true tuyin.
(H2) Chat lugng tdc dong tich cue din Su chdp nhdn eWOM
Nhu vay, trong nghiin ciiu nay, tac gia cho rang sir chap nhan eWOM cMu tac dgng bdi hai yeu td la (1) su tin cay va_(2) chat lugng.
Cdc^ nhdn to tdc dgng den Y dinh mua hdng tren nen tdng thirong mai trfrc tuyen
_ Nghien ciiu cua Stela Cazacu [30] da chia cac yeu td tac ddng din y dinh mua thar± hai cap do: (i) tac ddng true tilp, (ii) tac ddng gian tiep thdng qua cac nhan td tac ddng true tilp. Dieu dd da giiip nghiin ciru them khoa hgc, ro rang va chat che hon ve mat ngi dung, va giiip nhdm tac gia cd the xem xet them dugc nhilu chieu hudng anh hudng tdi y dinh mua tren nen tang TMTT. Chinh vi vay, tac gia nit ra dugc mgt sd kit luan sau:
Thicnhdt, su chdp nhdn eWOM co tdc dgng true tiep tdi y dinh mua hdng cda ngudi tieu diing.
Nghien ciiu ve eWOM tich cue tren mang xa hdi Facebook, Stela [30] da chi rarang, neu nhu ngudi tieu dung nhan thiic dugc nhilu phan hdi tich cue (eWOM tich cue) thi hg se cd y dinh mua cao hon.
Tac gia nhan thiy rang eWOM la mgt trong nhirng yiu td hieu qua nhit anh hudng dSn hinh anh thuang hieu va y dinh mua hang ciia ngudi tieu dung. Trong nghien ciiu nay, y dinh mua hang Id mong muon cua ngudi tiiu diing mua sdn phdm trin nin tdng TMTT thong qua eWOM.
Su chap nhan thdng tin la qua trinh mgt ngudi cd chii y dli vdi viec sii dimg thdng tin do (Cheung va cgng su, 2008) [8]. Su chap nhan e^VOM dua tt-en chuan muc xa hgi hoac nhiing y kiln trong cgng ddng mang. Ngudi tiep nhan thdng tm thiet lap su tin cay eWOM frong qua trinh danh gia. Neu ngudi dgc cho ring mgt darih gia hay y kien la dang tm
cay, hg se tu tin hon de chap nhan eWOM va sir dung eWOM dl dua ra quyet dinh mua hang (Tran Thi Khanh Linh, 2016) [43]. Su chdp nhgn eWOM trong nghiin cuu ndy dugc hieu la su chdp nhgn su dung thong tin dugc dua ra tic nhirng nguoi mua hdng tryc tuyin nhu mgt nguon tham khdo di dua ra quyit djnh mua hdng.
(H3) Sir chdp nhgn eWOMtdc dgng tich cue den f dinh mua
Thu hai, su chdp nhgn eWOM co tdc dgng gidn tiip tai y dinh mua thong qua thdi ^p.Thai dg ndi chung la mgt danh gia khdng ngiing vl con ngudi, dd v^t va hang hda. Thai do cd su lien quan den danh gia thuan Igi hoac bat Igi, thiln vi mgt cam xiic tinh cam ya xu hudng hanh vi nao hon. Thai do dugc quyfit dinh bdi niem tin va danh gia ciia ca nhan ve ket qua khi thuc hien hanh vi. Trong cac nghien eiiu tmdc day, eWOM dugc danh gia cd vai trd quan frgng trong viec anh hudng va hinh thanh thai do cua ngudi tiiu diing va cac y dinh hanh vi ciia hg (Chatterjee, 2001 [7], Chevalier va MayzHn, 2006 [9]). Thai do do ludng bang each sit dung nhiing thang do lien quan den viec nhan dang quyet dinh tdt, tinh thii vi va dung dan ddi vdi hanh vi.
Trong nghien ciiu nay, thdi do hdnhvi dugc xem Id edm gide cua cd nhdn khi hudng vi thuc hien mua sdm qua nin tdng TMTT thong qua eWOM.
(H4) Su chdp nhgn eWOMtdc dgng tich cifc din Thdi do
_ Thii ba, su chdp nhgn eWOM^ co tdc dgng gidn tiip taiy dinh mua thong qua chudn chu quan. Chuan chii quan dugc dinh nghia la nhan thirc cua mgt ca nhan ve viec nhimg ngudi quan trgng ddi vdi hg nghi rang hg nen thuc hien mgt hanh vi nao do hay khdng.
Theo nghien ciiu cua Mohammad Reza Jalilvand va cgng sir (2012) [25], eWOM dugc danh gia la cd anh hudng manh me tdi chuan chii quan. Ben canh do, chuan chii quan dugc xem la cd anh hudng din y dinh mua hang true tuyen ciia khach hang (Pavlou va Fygenson, 2006) [23]. Vay frong^nghiln cuu cu thi ve hanh vi ngudi tieu diing h-en nin tang TMTT nay, chudn chii quan dugc hiiu Id nhgn thirc cd nhdn vi ky vgng cua nhom tham khdo vdi hdnh vi mua sdm qua nin tdng TMTT thong qua eWOM.
(H5) Su chdp nhgn e WOM tdc dgng tich cue din Chudn ehu quan
_ Thir tu, su chdp nhgn eWOM co tdc don^ gidn tiip din y dmh mua thong qua nhgn thuc fdim sodt hdnh vi. Ajzen [1] frong ly thuyit ciia minh, noi nhan thiic kilm soat hanh vi (PBC) la nhan thuc ciia ca nhan ve su dl dang hay khd khan trong viec thuc hien hanh vi. Ngoai ra, tac gia da dl cap thera ring khoa hoc .
thirtfng'mai' So 141/2020
QUAil Tiq K I M I DOAMI
PBC khdng nhirng dua fren kinh nghiem trong qua khA cua_ca nhan ma cdn dua fren ca mong dgi cua hg vl kit qua frong tuang lai. Ngoai ra, Palka va cOng sy (2009) [22] trong nghiin ciiru cua hg ve eWOM da phat hien ra rang eWOM ciing anh hudng din SI; kilm soat hanh vi nhan thiic ciia khach hang.
Trong nghien cuu cu the ve TMTT nay, nhdn thirc kiem sodt hdnh vi dugc xem Id nhgn thicc vi khd nang thuc hien hdnh vi mua hdng qua nen tdng TMTT thong qua e WOM.
(H6) Su chdp nhgn eWOM tdc dgng tich cue den Nhgn thuc kiim sodt hdnh vi
Nhu vay, sau khi tham khao cac nghiin ciiu trong,va ngoai nudc_vl tmyIn miing diln tu va Thuyet hanhvi c6 ke hoach (TPB), nhdm tac gia nhan thay ring Thai do, Chuan chii quan va NhIm thiic kiem soat hanh vi la nhung yeu to c6 su tac dgng tdi y dinh mua hang cua ngudi tieu dimg fren nin tang TMTT. Day ciing chinh^ la miic tieu nghiin cdu ciia nhdm nham kilm dinh mire do tac dgng ciia nhirng yiu to nay tdi y dinh mua. Ngoai ra, dl nghiin citu them phii hgp vdi thi truong thuang mai true tuyen d Viet Nam, tac gia ciing ap dung thuyet chap nhan thdng tin lAM de bd sung them cac bien mdi cd kha nang se tac dgng gian tiep tdi y dinh rnua thong qua bdn bien tac ddng true tiep.
Thuyit hdnh vi cd ki hoach (TPB) Thuyit hanh vi cd ke hoach (Theory of Planned Behavior - TPB) la sir phat trien va cai tiln tit Thuyit hanh vi hgp ly (TRA), ly thuyit nay dug;c nghiin ciiu va phat friln do su ban che cita ly thuyit trudc vl vile cho rang hanh vi ciia con ngudi la hoan toan do kiem soat ly tri. Ly thuyet nay duac bd sung bdi Ajzen [1] vao nam 1991 khi gng quylt dinh xem xet them mgt yen td tac dgng den y dinh hanh vi, do la yiu td nhan thirc kilni soat hanh vi (Perceived Behavioral Control). YIU td nay phan anh miic do dl dang khi chi thuc hien hanh vi va vifc thuc hien hanh vi do co nam frong tam kiem soat cua ca nhan hay khdng (Ajzen, 1991 [I]).
Tuong tu nhu ly thuyet TRA, y dinh tjiuc hien hanh vi chinh la nhan td thiic diy ca ban dan din hanh vi ciia ngudi tieu dung. Y dinh thuc hien hanh vi frong khi dd, chiu tac dgng cua ba nhan to: thai dg_ddi vdi hanh vi, chuin chu quan va nhan thiic kiem soat hanh vi.
Dugc xem nhu la tdi uu han md hinh TRA do TPB da dugc bd sung them yiu td nhan thiic kiem
soat hanh vi de khic phuc nhugc dilm ciia ly thuyit tmdc dd (Werner 2004) [33]. Trong khoang thdi gian frIn, cac y,dinh ciia mgt ca nhan cd thi chiu su tac dgng cua yeu t l khae va thay doi. Y dinh thuc hien hanh vi chiu anh hudng bdi ba nhan td: (1) thai do ddivdi hanh vi, (2) chuan chu quan va (3) nhan thiic ve kiem soat.hanh vi.
(H7) Thdi dg tdc dgng tich cue den Y dinh mua _ (H8) Chudn chu quan tdc dong tich cue din Y dinh mua
(H9) Nhgn thuc kiim sodt hdnh vi tdc dgng tich cifc den Y dinh mua
Thdng qua nhiing gia thuyit nghien ciiu trin, tac gia dua ra md hinh nghien ciiu de xuit cho nghien cuu nhu sau:
Si/tinciy
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A
Strchjpnhjn
/
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Th»d«
ChuSn chO quan
Nhanthtivklfm
\ H 7
/ H 9 fdlnhinua
hing
Hinh !.• Mo hinh nghiin eicu 3. Phuong phap nghiin cihi
Dau tien, tac gia tien hanh xay dung thang do nhap 1 tir cac nghien cuu trong va ngoai nude vl tmyIn mieng dien tii da hieu chinh phii hgp vdi tinh hirji Viet Nam (bang 2). Nhiing thang do nay dugc Sau khi tham khao y kiln cua cac chuyin gia hang dau ve marketing va hanh vi ngudi tiiu diing: PGS.
TS Tmong Dinh Chiln, PGS.TS Vu^Huy Thong_va GS.TS Tran Minh Dao, qua phdng van nhdm, nham kiem tra tinh logich cua mdi quan he giiia cac nhan to cung nhu ndi ham ciia cac bien. Sau khi hieu chinh dugc thang do, nghiin cuu tiep tuc phdng van ngudi tieu diing nhain dam bao, tac gia quyet dinh loai bd nhiing nhan td khdng phu hgp de tien hanh xay dung thang do nhap 2. Sau do, bang cau hdi nghien ciiu hoan chinh se dugc dua vao dieu fra dinh lugng chinh thuc trong khoang thdi gian tii 09/01/2020 din 01/03/2020. Ddi higng ciia nghiin ciru la toan bd ngudi tieu diing cd kha nang va nhu ciu mua sam trin cac nen tang^ thuang mai dien tir tai mgt sd do thj Idn mien BSc Viet Nam. Trong
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QUAil t m KliH POAigl-
nghien cim nay, tac gia du dinh thu thap mau vdiquy md 500, va kit qua thu ve 457 phieu Sau khi sang Igc va loai bd nhung philu khdng hgp le, tac gia sir dung 455 phieu hgp 1? de dimg frong nghien ciiu chinh thiic.
Quy mo mau gdm 455 ngudi tieu diing frong dd sd nam gidi chilm 31,4%, nir gidi chilm 67,9%. Dg tudi cua nhdm nghien ciru chii yiu d miic tudi 18-25 (75,9%i), nhiing do tudi khac chi d dudi miic 10%.
Bin canh do, tac gia da dat ra cau hdi ye xu hudng ca nhan khi sit dung cac nin tang thuang rnai tn;c tuyin. Kit qua thu dugc nhan thay Shopee la kinh mua ban dugc lua chgn nhilu nhat vdi 408/455 ngudi su dung. Vdi cac yeu td khien ngudi mua quan tarn, 253/455 lugt lira chgn su quan tam nhat ciia hg la d review ciia ngudi di tmdc (eWOM).
Bk kiim dirii_md hinh thang do va cac gia thuyit da de xuat, tac gia su dung phuang phap phan tich thdng qua cac budc sau:
1. Danh gia so bO thang do ciing nhu do tin cay ciia cac biln do ludng thong qua he sd tin cay Cronbach's Alpha va jihan tich nhan tl kham pha EFA;
2. Kiem dinh thang do bing phan tich nhan td khang dinh CFA;
3. Kilm dinh md hinh bing SEM trong AMOS.
4. Kit qua nghifn ciru
4.1. Phan tich tdng hgp dg tin cgy thang do vd tdng phucmg sai trich cua cdc thang do
Su dung phin mim SPSS 23.0, tac gia da thu dugc kit qua tin cay thang do (Cronbach's Alpha) va kit qua phan tich nhan t l kham pha EFA (Exploratory Factor Analysis) giiip Igai bd mgt si biln quan sat lam tang do chinh xac trong danh gia cac nhan tl. Tieu chuan ciia Cronbach's Alpha > 0.6
Bang !-• Mo td mdu
D p t t
TMTT das dyng
Nhung yeu 16 quan lam khi
Dich vu di kem fd6i/ tra/ hoan lien) Khuyen mai/ aiam gia Ngiroi b^n dugc xac minh
TAN SUAT/SO
LUONG TILE
(%)
91.2%
53,4%
74,1%
( Hair va cgng su) [16] va Ban phuang sai trich Idn hon 50%. Cu the kit qua tdng hgp thang do va phuang sai trich.
Kit qua cho thdy, di he sd tin cay Cronbach's Alpha cua cac thang do dIu dat yeu cau (lan han 0.6 - theo Hair & cdng sir [16]), tac gia loai bien TRUST5 cua nhdm "Su tin cay". Ben canh dd, vdi myc dich kit qua EFA cd
Nguon: Nghiin ciru cua di tdi, 2020
phuang sai trich > 50%, cac bien TRUSTl^
TRUST5, INTENT5. Ngoai ra toan bd nhan td
"Chit lugng" (QUALITY) nen dugc loai bd vi khdng dat dugc yeu cau do tin cay cua thang do.
4.2. Kiem dinh thang do bdng phirffng phdp phan tich nhdn to khang dinh (CFA)
Sau khi kiem nghiem sa bg thang do, nhdm tac gia se sii dung phan mem AMOS phien ban 24.0 de tiln hanh kiem dinh CFA (Confirmatory Factor Analysis) eho thang do, do ludng su phii hgp ciia md hinh nghien ciiu va cac gia thuyit. Cac tieu chuan kiem dinh bao gdm Chi-square dilu chinh theo bac tu do (CMIN/df); chi so Goodness of Fit;
chi sd Tucker va Lewis; ehi sd Comparative Fit, xap xi sai sd tmng binh binh phuang (RMSEA). Md hinh se dugc coi la phu hgp khi gia tri Chi-square la ,.• Bdng phdn tich tong hgp do tin cgy thang do vd tong phuong sai trich
•srr
I
3 4 5 6 7
T hang do
(QUALITY) _ Sir tin cay (TRUST) StfcliapnhilncWOM
(EWOM) Thai do lATT) Chuan chu qiian(SN)
Nh|ti thirc kiem soal hanhvMl'BC) YdinJiniua hang
(INTENT) i.a bi2n
_ ^.-_
6 5
^
6 4
Cronbaeh Alpha 0 763
" Tsio"""
0,856 0 939 OS73 0.857 0.818
plmang Mli (rich 40 23%
" 55.60%
50.34",t 73.42%
53 7S%
51.09%
53.44%
'i'hang do Ihani kliao
\a hied chinh \\i U \ /mil (-hi v« W I'l'm N^lnim (201a) li'Jl. Ih/i'iiif: Thi Hmm^ Tkio (2Qr}
/3'/. Diio Thi fhuHitthiKlZon)IS61
Arift-iii. r.{- Haryanlu. tl. f2IIIN, [2/
Arifam. V &• lfiirnmli>. 11. l2i)l!<) Pj.
Dim I'lli lliii ilin'/iit; f2ll/"j /.ifi/
Arifiiiii. !'<(• Haiyiimu. H. l2(UHl 12];
till Vall,! (2111)5) IN 1.
Arifwii. VA- Hanfiiiiio. H. (2Ulft} jZ}.
liMlto (2012) IISl
khoa hoc .
thirong mat So 141/2U2U
TR| K l i H DOANH,
P > 0.05. Tuy nhien, Chi- square l^i cd nhugc dilm la phy tjiugc vao kich thudc mau. Kich thudc cua mlu cang Idn, Chi- square cang Idn, do dd se lam giam su phu hgrp cua mo hinh. Do do, ngoai P- value, nhdm se su dyng thim CMIN/df. MOt vai
nghiin cim th_iic tl chi ra riing, khi •^2/df < 5 (vai kich thudc mlu N>200); hoac < 3 (vdi kich thudc mlu N < 200), mo huih se dugc coi la phu hgp (Kettinger va Lee, 1995 [19]). Trong nghiin ciiu nay, do kich thuoc mlu la N=455
(N>200), theo Kettinger va Lee (1995) [19], CMIN/df < 5; GFI, TLI, CFI > 0.9 (Rentier va Bonett, 1990) [2]; RMSEA < 0.08 chi ra rkg md hinh nghien ciiu la phii hgp. Kit qua CFA tir thang do trdn se dugc trinh bay dudi day:
CFA cho phep kilm djnh gia tn hSi tu va gia trj phan biet cua thang do ma khdng mat nhieu cdng siic ya thoi gian nhu phuang phap tmyen thing da khai nigm (Muhitrait - Multnnethod). Han nira, CFA kilm dinh cau tnic ly thuyit ciing nhu cac mli quan he giira Wiai niem nghiin CIIU ma khong bi lech do sai sd do ludng (Steenkamp & Van Trip, 1991 [28]). Do dd, tac gia sit dung CFA de kilm dinh miic do phii hgp cua md hinh thang do vdi dii lieu thu thap dugc sau khi da danh gia so bd bang Cronbach's Alpha va EFA.
Tieu chuin CFA dugc tdng hgp trong bang 3:
Sau day la kit qua nghiin ciiu dat dugc (hinh 2):
Sau khi sii dung dii lieu thu th^p dugc tir mau N=455, kit qua tac gia thu_ dugc da dat yeu cau.
Tuy vay, kit qua van cd the dugc cai thien, cu thi la chi sd Chi- square cang nhd cang cd Igi. Bang each su dung cac ggi y chinh sira mo hinh tir MI (Modification indices), Xic gia da cd the dat dugc kit qua theo mong mudn hon tmdc.
So 141/2020
Bang 3.' Tiiu chudn danh gid CFA
CAc t i l l ! chuaD d^nh si:t CE'A Chi-sqiiare iV\&u cliinh iheo bfli; ur do
(CMIN/df) P-vnIue a n (Goodness o f Fit Index) T U (Tucker & Lewis Index) CFI (Compnralive Fif Index) RMSEA (Root Mean Square Error
ApproMniahon)
Dieu k i t 11 CMIN/df<5 ( N ^ : 0 0 )
CMlN/df<3 (N<200) P 2 0 0 5 OFi > 0 9 T L I > 0 9 CFI > 0,9 RMSEA < 0 OS
RMSEA <0.05 la rai iSt
Nguon KeltinservaLeo,l9y5[191 Kettinger vrt Leu. 1995 [19]
Bentlcr va Bonette, 199013]
Bentler va Bonctlc. 1990 [2]
Bentler vfi BoLiEtie. I990[2J_
Stdgcr.J.H.{l990)[29]
4.3. Kiem d(nh mo hinh vd cdc gid thuyet nghien ciru^
4.3.1 Kiim dinh mo hinh nghien ciru Tilp theo, nghien cuu da tiln hanh phan tich SEM dl kilm nghiem do phu hgp md hinh.
Ctii-square/at=2 ZS5;
Chi-squarei-949.425: dt=42i ; P=.OO0:
GFI=,a80 : TLI=.929 : CFI= 93S . RMSEA= 053
Hinh 3; Kit qud mo hinh SEM
Hinh 2: Kit qud CFA
.khoa hoc
"tliifdng mai
Kit qua thu dugc la: Chi-square/di^2.255;
GFI=0.880;TLI=0.929: CFI=0.935; RMSEA= 0,053.
Kit qua trin eho thay md hinh nghien cuu hoan toan thoa man va thich hgp vdi dir lieu thj trudng.
4.3.2 Kiem dinh cdc gid thuyit nghien cuu Sau khi phan tich md hinh cdu tnic tuyin tinh ta nhan dugc kit qua kiem dinh dudi day;
0.143 va nhan thiic kilm soat hanh vi c6 anh hudng tai y dinh la 0.455).
5. Thao lu|n vk Ket luan Thdo luqn kit qua nghien ciru
Tac dgng cua eWOM vdi cac khia canh kinh tl da dugc nhilu hgc gia trong va ngoai nude danh gia, phan tich, tuy nhien vln cdn nhieu ban che, dac biet khi xet den khia canh lien quan den thuang mai true tuyen. Nghiin cuu nay giup thu hep khoang trong nghien ciiu ve eWOM tdi y dinh mua trin thuang mai true tuyen tai Viet Nam. Ket qua phan tich tir md hinh phucmg trinh can tnic SEM da ehi ra dugc cac nhan td gian tiep hoac true tiep tac dgng tai y djnh mua. Trin ca sd ly thuyit ciia lAM, cdng trinh da kiem dinh dugc tuong quan giiia syr tin cay tdi sir chap nh^n In which. Estimate: Average estimated value; SE: Standard error; CR: Critical gvyoM mv nhiln vai Gia
thuyet HI H2 H3 H4 H5 H6 H7 H8 H9
B a n g 4 ; Kit qud Idem dinh
EWOM <— TRUST EWOM <— QUALITY ATT <— EWOM SN<—EWOM PBC <— EWOM INTENT <— EWOM INTENT <— ATT INTENT <— SN INTENT <— PBC
Estimate 0.509
1.061 0.871 0.813 0.345 -0.051 0.143 0.455
S.E.
0.046
0.089 0.070 0.066 0.131 0.036 0.070 0,087
gid thuyet CR.
11.022
11.880 12.526 12.262 2.630 -1.405 2.056 5.203
P
...
...
...
...
0.009 0,160 0,040
...
Chapnh|n Lo^i Chap nhein Chap nhan Chap nhan Chap nhan Khong chap nhan Chap nhan Chap nhan
value; P: Probability value; ***; p <0.001.
Tir bang, tac gia da cd the nhan xet dugc sir anh hudng tich cue cua sir tin cay eWOM den sir chap nhan eWOM va tir su chap nhan eWOM tac ddng tich cue den ^ dinh mua vdi cac trgng so lan lugt la 0.509 va 0.345. Theo cac trgng sd tim dugc, sir tac dgng tir chap nhan eWOM den cac nhan td trong thuyit hanh vi cd.kl hoach lan lugt la 1.061, 0.871, 0.813. Su tac dgng nay dugc danh gia la manh. Mdi quan he giira thai do sau khi chap nhan eWOM va y dinh mua hang cung chua dugc tac gia chiing minh trong nghiin ciiu nay. Nhdm nghien ciiu chua cd du bing chiing dl kit luan do p-value giira bien thai do va y dinh khdng dat yeu cau (< 0.05). Tuy nhiln, gia thuyit H8 va H9 vln dugc chimg minh. Theo nhiing thdng sd tim dugc, chuan chu quan va nhan thiic kilm soat hanh vi deu cd tac ddng tich cue tin y dinh mua tuy tam anh hudng dugc chiing minh la khdng Idn (chuan chii quan anh hudng tdi y djnh la
trd cua chat lugng thdng tin khdng dugc kiem nghiem trong pham vi nghien ciiu nay. Ben canh dd, su chap nhan eWOM cd tac dgng true tilp cho y dinh mua, du anh hudng kha nhd (0.345). Kit qua nay cd thi do thdng tin eWOM tren cac trang thuang mai diln tii giiip nang cao kien thiic ve san pham nhung khdng ddng nghia vdi viec dan din y dinh mua eua khach hang vi thdng tin ve san pham cd thi tich cue hoac tiiu cue.
Su chap nhan eWOM ciing cd tac dgng tich cue true tilp den nhdm nhan td thai dg, chuan chii quan va nhan thiic kilm soat hanh vi (1.061, 0.871, 0.813 lan lugt theo thii tir) va la cac tac ddng manh nhat cua toan md hinh. Day la yeu td quan trgng vi khi mgt ngudi tieu dimg chap nhan thdng tin eWOM, hg se cd thai dg tich cue hon ve viec mua hang, cam thay vile tham khao thdng tin la cd ich va khon ngoan. Ngoai ra, ngudi tieu dimg se cam thay viec tham khao eWOM la dung dan hem sau khi chip
36 khoa hoc .
thifdngmai' S o 141/202U
O U A M Tm IQNH POAMJi
nhan eWOM, va khi no dung din hon, ngudi tieu dung se mong dgi cai nhin tich cue tir nhirng nguoi khac vl hanh ddng tham khao eWOM ciia minh, tir do dan tdi vile chuan chu quan tang len. LSy vi du tii mgt cau trong bang hdi ciia cdng trinh: "Moi ngudi ling hd tdi tham khao eWOM", dilu nay se trd nen chinh xac hon khi ngudi dugc hdi da chip nh^n eWOM va cd cai nhin tich cue vl hanh dgng tim kiem thdng tin eWOM.
Ben carih do, nhan thirc kiem soat hanh vi cimg chiu anh hudng do khi chap nhan thdng tin, ngudi tieu diing tang cam giac ve hanh ddng cua ban than, viec chap nhan eWOM se lam ngudi tiiu diing chic chan hon ve viec dua ra quylt dinh vi san phim.
Tuong quan giiia thai do vdi </ dinh mua bi bac bd trong pham vi cdng trinh nay, Tuy nhiln ta cung cin nhan xet theo mat logic rang, khi ed thai do tich cue ve thdng tin eWOM dieu day khdng nhat thiet ddng nghia vdi viec dan din y dinh mua hang. Mgt vi du rut ra tir bang hdi "Tdi cam thay tham khao eWOM trudc khi mua hang la cd Igi, cd gia tri hoac khdn ngoan", vile tham khao cd the dugc cho la co ich nhimg nhimg nhan xet tham khao dugc cd thi tich circ hoac tieu cue nen viec dan den y dinh la khong dugc dam bao. Cudi ciing, nhan td chuan chii quan va nhan thiic kilm soat hanh vi khang dinh tac dgng tich cue tdi y dinh mua (0.143 va 0.455 theo thir tu).
Sir ding thu^n, img hd ciia nhiing ngudi xung quanh va viec du kha nang mua hang se thiic day mong muon mua ciia ngudi tieu dimg va cd thi tiep tuc qua trinh tham khao eWOM.
Mac du khong phai la mgt de tai mdi me, tuy nhien eWOM va thuong mai diln tir van chua nhan dugc nhieu su chit y trong nude cua cac nha nghiin ciiu. Bing vile nghien ciru tac ddng tii eWOM tdi y dinh mua, nghien ciiu ky vgng cd the ddng gdp nhiing diem mdi vao sir hiiu biet ve hai nhan td trin.
Ddng thdi, nhdm nghien eiru dua ra cac dl xuat, ggi y cho cac ca nhan, tap thi cd tham gia vao hoat dong eWOM. Wiii ngudi tiiu dimg, tac gia dua ra khuyin nghi trong tiing giai doan: giai doan nhan bilt nhu ciu, giai doan danh gia thdng tin va giai doan quylt dinh mua dl phan nao giup ngudi dimg nh|n thiic rd rang vl hoat ddng tham khao eWOM cua ban than va dua ra quylt djnh diing din. Vdi cac doanh nghi?p, dua ra cac ggi y marketing, tan dung
So 141/2020
eWOM va cac cdng cu trirc tuyin dl phat triln, quang ba hinh anh va cac chien luge trong nhilu mat: san phara, gia, truyen thdng, phan phdi. Culi Cling, cho cac co quan quan ly nha nude, de xuit mgt sd giai phap hoan thien co che chinh sach quan ly; vl dau tu cdng nghe, ky thuat; giai phap tang cudng kien thiic, ky nang quan ly cho can bg.
Tac gia hy vong, vdi nhung thong tin trong cdng trinh se gnip dugc phan nao dua eWOM trd thanh mdt cdng cu hiiu qua cho cac ca nhan, tap thi liln quan trong tuang lai, dac biet la trong cdng ddng doanh nghiep nhd va vira, doanh nghiep khdi nghiep.
Nhirng hgn che cua nghien ciru Tuy dat dugc nhimg kit qua nhat dinh nhung nghien ciiu van cdn mgt so han ehi:
- Dau tiln, ket qua cd the chi hgp ly trong pham vi khdng gian nghien ciiu tai mdt si khu do thi miln Bac Viet Nam (bao gdm ca nhiing thanh phd tmng tam nhu Ha Ngi, Hai Phong).
- Thii hai, ket qua bi h^n che bdi cac ddi tugng nghien cuu khi ngudi tham gia bi gidi han va chilm da so bdi nhom ngudi trong do tudi 18-25 va nhdm cd thu nh|p dudi 3.000.000 VND - thu nhap kha thap.
Vdi nhung van de nay, tac gia mong rang cac nghiin cihi tilp theo cd thi nd luc trong viec giai quyet nhirng han chi phd biln thudng gap dl mang lai nhimg dot pha trong nghien ciiu dac biet la trong linh vuc thuang mai true tuyen. •
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Summary
The study focuses on the impacts of electronic word-of-mouth (eWOM) on consumers' purchasmg intention on e-commerce platforms. Specifically, the paper looks at direct factors from eWOM acceptance through attitude, subjective norm and the perceived behavior and intention control. Furthermore, pur- chasing intention is indirectly affected by eWOM acceptance through attitude, subjective norms, per- ceived behavioral control, eWOM credibility, and eWOM quality through eWOM acceptance.
The paper presents experimental quantitative results conducted &om January 9th, 2020 to March 1st, 2020 in order to verify the suggested theoretical model as well as the research hypotheses. The result indicates that eWOM credibility has an indirect influence on the purchasmg intentions through eWOM acceptance; purchasing intention is affected by a positive and direct impact of the eWOM acceptance, subjective norms and perceived behav- ioral control; the eWOM acceptance has a positive and indirect effect on purchasing mtention through attitude, subjective norms and perceived behavioral control. Additionally, the research confirms that there is no indirect correlation between eWOM quality and purchasing intention, and attitude and purchasing intention on e-commerce platforms are also proven to have no direct link.
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