Tac dong
cua tmyen mieng dien tu" den
y djnh mua hang cua ngu'cfi tieu dung tren nen tang thUtfng mai tri/c tuyen tai thj tru'cmg Viet Nam
PHAIVI VAN TUAN PHCIMGTHIMAI AMH' NGaY§N MH^T H t l Y "
CHG TIEN D A T " ' LE THU H A I " "
v a THI THG HG'CJNG Tom tat
Bdi vie't nghien cffu nhffng tde dgng cua truyen mieng dien tff (Electronic Word Of Mouth - eWOM) den y dinh mua hdng cda ngUdi tiiu diing tren nin tdng thuang mgi true tuyi'n. Ke't qud nghien cffu chl ra rdng, su tin cay eWOM cd dnh hudng gidn tiep tdi y dinh mua hdng thong quay^utdsUchdpnhgneWOM,y dinh mua chiu sU tac ddng tich cue true tii'p tff sUchdp nhgn eWOM, chudn chu quan cdng vdi nhdn thffc kiem sodt hdnh vi vd su chdp nhgn eWOM cd dnh hudng tich cue mgt cdch gidn tie'p tdi y dinh mua thong qua cdc yi'u tdthdi dg, chudn chu quan, nhgn thffc kiem sodt hdnh vi. Nghien cffu ndy cung chi ra rang, chd't lUOng eWOM khong gdy ra tac dong gidn tii'p vd thdi do khdng gdy ra tac ddng true tii'p tdi y dinh mua hdng cua ngudi tieu diing tren nen tdng thuang mgi mua sdm trUe tuyi'n.
Tif khoa: eWOM, thuong mgi true truyen, thuye't hdnh vi theo ke hoach, y dinh mua, Viet Nam Summary
This paper studies the impacts of electronic word-of-mouth (eWOM) on consumers' purchasing intention on e-commerce platforms. The result indicates that eWOM credibility has an indirect influence towards purchasing intention through eWOM acceptance; purchasing intention is affected by a positive and direct impact of the eWOM acceptance, subjective norms and perceived behavioral control; the eWOM acceptance has a positive and indirect effect on purchasing intention through attitude, subjective norms and perceived behavioral control.
Additionally, the research confirms that there is no indirect correlation between eWOM quality and purchasing intention; attitude and purchasing intention on e-commerce platforms are proven to have no direct link.
Keywords- eWOM, e-cammerce, theoiy of planned behaviour, purchasing intention, Vietnam GIOI THIEU sd hilu td'c d o t a n g t r d d n g vd s d d u n g i n t e r n e t d a n g
kinh n g a c , c u n g vdi nhiJng b d d c nhdy vgt ctia n g a n h eWOM la ngi d u n g n g h i e n cdu ra't thirdng m a i d i e n tu' - mgt p h d d n g thdc m u a bdn, trao col loi Irong khoa hoc h a n h vi ngu'di doi trdc tuye'n trong thi tru'dng dd thiic da'y td'c d o p h d t tieu dung, nha't la trddc s d p h a t Irien Irien c u a e W O M tai V i e t N a m va d e m lai n h i e u k h i a cua cuoc Cach m a n g C o n g n g h i e p 4 . 0 c a n h m d i c h o p h d d n g p h d p m a r k e t i n g s d n a y T u y v a y , 3ang dian ra manh m e , thi e W O M c a n g k h o n g p h a i ta't ca t h o n g lin e W O M d e u m a n g lai tac CO gia In ca ve hgc thuat c u n g n h d thdc d o n g tdt h a n h vi m u a s a m c u a ngu'di lieu d u n g . D o d d , tien. Dal irong bdi c a n h V i e t N a m d a n g v i e c n g h i d n cdu t a c d g n g c u a e W O M d e n y dinh m u a
' ' ' ', " * " , , Tru'dng Dai hoc Kinh te Quo'c dan
%Q}' nhdn bdi: 13/04/2020; Ngdy phdn bien: 23/04/2020; Ngdy duyet ddng: 23/04/2020
163
hang cua ngifdi tieu dung tren nen lang thddng mai trdc myen tai thi trddng Viet Nam la can thiet.
CO scf LY THUYET VA PH^aNC PHAP NGHIEN CLTU
Cdsdly thuyet eWOM
Theo nghien cdu cua Hennig va cgng sd (2004), eWOM la ta't cd cdc khdng dinh tich cdc hay tieu cdc dufdc tao ra bdi ca nhiJng khdch hang cu, khdch hang hidn lai va khdch hang liem nang ve mgt san pham hay mdt cdng ty; cac khang dinh nay dddc tao ra san cd cho cdc nhdm cgng ddng hay nhffng to chdc ihong qua internet. Nhu" vay, eWOM trong nghien citu nay co the hieu la nhiing binh luan, phdn hoi cua khach hang ve san pham tren nen tang thitdng mai dien td.
Thuyet chd'p nhgn thong tm (1/\M)
Trong md hinh IAM, Sussman va Siegal (2003) de xua't rdng, chS't lifdng cua thong diep va nguon thdng tin ddng tin cay se cd tac dong den tinh hdu ich cua thdng dn. Ngudn thdng tin sau do, cung se cd tac dong tdi sifchap nhan thdng tin cua khach hang. IAM du'dc nhieu hgc gia danh gid cao ve tinh dng dung cua nd khi nghien cdu ve eWOM nha Cheung vd cong sd (2008);
Shu va Scott (2014).
Cdc nhdn tdtdc dgng den Su chdp nhdn eWOM Nghien cilu cua Fogg va Tseng (1999) cho rang, sif tin cay cd the hieu mgt cdch ddn gidn la til tin tu'dng.
Cac thong diep gid'ng nhau co ldc dgng tdi do im cay cua thong tin, cang cd nhieu ihong diep gid^ng nhau, do tin cdy cua thong tin do cang cao va ngddc lai (Wathen va Burkell, 2002; Charles C. Self, 1996).
Slf tin cay cua ngudn thong tin difdc xac dinh bdi mo'i quan he giila ngu'di nhan thong tin va ngddi truyen thdng tin. Ngddi cd md'i quan he gan gui cang cao thi do tin cay cang cao. Cdn mdc do tin cay cua thdng diep nam d noi dung cua nd va mdc dO tde dgng cua no tdi ngifdi nhan (Moran va Muzellec, 2014).
Nghien cdu cua Doll vd Torkzadeh (1988) chi ra rang, cha't lifdng thdng tin doi vdi ngddi sil dung mdy tinh difdc danh gid qua cac tieu chi: ngi dung cua thong tin, tinh chinh xdc, ca'u true va ti'nh dung liic.
Con chd't lu'dng cua eWOM dddc DeLone va McLean (1992) dinh nghia id chat Iddng cua mgt ddnh gid dddi cdc gdc do cua tinh cha't thong tin, nhif: tinh lien quan, tinh dung Iuc, tinh chinh xdc va tinh bao ham cua thdng tin do.
Nhffng thong tin eWOM cd ngi dung rd rang, d%
hieu, CO ich, ddng tin cay vd co du Iy do thuyet phuc cho quan diem cua ngu'di vie't eWOM dddc ddnh gia cao vd cd tac dgng tdi y dinh mua hang (Park va cgng stf, 2007).
Tong hdp cdc nghidn cdu, nhdm ldc gid cho rang sd cha'p nhdn eWOM chiu ldc dgng bcfi hai ye'u td: (1) Sd tin cay va (2) Chd't Iddng. Cdc gid thuyet dddc dda ra nhd sau:
(HI) Sil tin cay ldc dgng tich cdc den Sif chd'p nhan
(H2) Cha't Iddng cdc dgng tich cdc den Sd cha'p nhan eWOM.
Cdc nhdn tdtdc dgng di'n Y dinh mua hdng tren nen tdng thuang mgi trifc tiip Nghien cd^i cua Cheung vd cgng sif (2008) cho tha'y, sir cha'p nhan^ thong tin la qua trinh mgt ngddi cd chu y doi vdi viec sd dung thong tin do. Sd chS'p nhan e W O M d d a tren chuan mifc^xa hOi hoac nhffng y kidn trong cdng ddng mang. Ngddi tidp nhan thdng tin ihie't Idp sd tin cdy eWOM trong qua tiinh danh gia. Ne'u ngifdi dgc cho rang mdt danh gid hay y kien la ddng tin cdy, hg se til tin hdn de chd'p nhan eWOM va sd dung eWOM de dda ra quyet dinh mua hang (Tran Thi Khanh Linh, 2016).
Trong cdc nghien culi trddc day cua Chaderjee (2001) va Chevalier va Mayzhn (2006) cho tha'y, eWOM du'dc ddnh gia cd vai iro quan trong trong viec anh hifdng va hinh thanh thdi do ciia ngifdi tieu dung va cac y dinh hanh vi cua hg.
Theo nghien cdu cua Mohammad Reza Jalilvand va cOng sif (2012), eWOM difdc ddnh gid Id cd anh hddng manh me tdi chuan chu quan. Ben canh do, chuan chu quan difdc xem la co anh hddng de'n y dinh mua hang trdc tuye'n cua khach hang (Pavlou va Fygenson, 2006).
Ajzen (1991) trong ly thuye't cua minh, noi nhan thdc kiem soal hanh vi (PBC) la nhan thdc cua ca nhan, ve sil dl ddng hay kho khan trong viec thifc hien hanh vi. Ngoai ra, tde gia da de cap them rdng, PBC khdng nhffng dda tren kinh nghiem trong qua khd cua ca nhdn, ma con dda tren ca mong ddi cua hg ve ke't qua trong tddng lai.
Ngoai ra, Palka va cgng sd (2009) trong nghien cdu ve eWOM da phat hien ra eWOM cung anh hu'dng den sif kiem soat hanh vi nhan thdc cua khdch hang.
Nhu'vdy, sau khi tham khdo cac nghien cdu n-ong va ngoai nddc ve eWOM va Thuyet hanh vi cd ke hoach (TPB), nhom tac gid nhdn thay rang. Thai do, Chuan chu quan va Nhdn thii'c kiem sodt hanh vi la nhffng yeu td co sif tde dgng tdi y dinh mua hang cua ngddi tieu dung tren ndn tang thifdng mai irdc tuydn.
Cac gia thuyet difdc dda ra nhd sau:
(H3) Sd chap nhdn eWOM tde ddng tich cdc de'n Y dinh mua;
(H4) Sd cha'p nhdn eWOM tac dgng tich cdc de^n Thai do;
(H5) Sl/chap nhan eWOM idc dgng
(H6) Slf chap nhdn eWOM tac dong tich cifc ddn Nhdn thdc kiem soat hanh vi.
Tliuyet hdnh vi cd kehoach (TPB) Thuyet hanh vi cd ke hoach (Theory of Planned Behavior - TPB) la sd phat triin va cai den tif Thuydt hanh vi hdp iy{TRA), 1^ thuyet nay ddgc nghien cdu vit phat trien do sil ban che cua ly thuye't tnfdc ve vi6c cho rang hanh vi cua con ngifSi la hoan toan do ^kiem sodt ly tri.
Ly thuye't nay dddc bd sung bdi Ajzen (1991) khi dng quydt dinh xem xet them mot ye'u id tac dgng den y dinh hanh vi, do 1^ ye'u to nhan thdc kiem sodt hdnh vi (Perceived Behavioral Control). Yeu to nay phan anh mdc do de dang khi chi thtfc hien hdnh vi vd viec thdc hien hanh vi do CO nam trong tam kiem sodt cua cd nhan hay khong (Ajzen, 1991).
Theo nghien cdu cua Werner (2004), TPB ddgc xem nhd la to'i ifu hdn mo hinh TRA, do TPB da difdc bo sung them ye'u lo nhan thilc ki6'm soat hanh vi de khac phuc nhUdc diem cua ly thuydt trddc dd.
Trong khoang thdi gian tren, cdc y dinh cua mSt ca nhdn cd the chju sd ldc dgng cua yen id khac va thay ddi. Y dinh thdc hien hanh vi chju anh hddng bdi ba nhan to; (1) Thai dd ddi vdi hanh vi, (2) Chuan chu quan va (3) Nhdn thdc ve kidm soat hanh vi.
Thdng qua lifdc khao cac nghien ci!u trddc do, cac gid thuye^t du'dc dda ra nhif sau:
(H7) Thai do lac dgng lich ctfc den Y dinh mua;
(H8) Chua'n chu quan tac ddng tich cifc den Y dinh mua;
(H9) Nhdn Ihdc kiem sodt hanh vi tac dong lich cdc ddn Y dinh mua.
Til nhiJng gia thuyet nghien cdu tren, nhom tac gid de xua'l mo hinh nghien cdu nhu Hinh I.
PhffOngphdp nghien cffu
^De thv^c hi$n nghien cdu, nhom tde gia da lien hanh khao sat 500 ngddi tieu diJng ci5 kha ndng va nhu c^u mua sam tren cac nen tang thddng mai dien td tai mOl sddd thi ldn d mien Bdc Viet Nam trong Ihdi gian tif ngay 09/01/2020 den 01/03/2020. Sau khi sang Igc va loai bo nhifng phie'u khong hdp le, nhdm tac gia SK dung 455 phieu hdp le de dung trong nghian cihi chinh thdc.
Nhom idc^gia da sd dung phan mem SPSS 23.0 de phan tich dp tin cdy thang 3o(Cronbach's Alpha) va phdn tich nhan to kham pha (EFA), ddng thdi su" dung
HINH 1: MO HINH NGHIEN CtTG DE XGAT
BANG 1: PHAN TJCH TONG HdP DO TIN C-?LY THANG DO VA TONG PHddNG SAI TRICH STT
1 2 4
^
5 6 7
Thang do Chat Jirans (QUALITY) Siftmc:av (TRUST) Sir chao nhan eWOM fEWOM) Thai d6 (ATT)
Chuan chii Quan (SN) Nhan thu'c kiem soat hanh vi (PBC) Y dinh mua hana (INTENT)
So bife'n quan sat 5 4 6 5 6 6 4
Cronbach's Aloha
0.763 0.820 0-856 0.929 0.872 0.857 0818
Tong phifffng sai trich
AQ-ywc 55,60%
50-34%
73 42%
53.78%
51.09%
53 44%
HINH 2: KET QGA CFA
phan mem AMOS phien ban 24.0 de phdn tich nhdn to khdng dinh (CFA) (Bdi vie't sff dung cdch viet sd thdp phdn theo chudn quoc te).
KET QUA NGHIEN CLfu
Phdn tich tong hap Cronbach's Alpha vd tdng phffdng sai trich ciia cdc thang do
KetqudBang 1 chothd'y,deh6sd'tincayCronbach's Alpha cua cac thang do deu dat yeu cau (ldn hdn 0.6), tac gia loai bien TRUSTS cua nhdm "Sif tin cdy". Bfen canh do, vdi muc dich ket qud EFA co phddng sai trich
> 50% cd cdc bidn TRUSTl, TRUSTS, INTENT5.
Ngodi ra, todn bg nhdn id "Chd't Iddng" (QUALITY) nen dddc loai bo vi khong dat dddc yeu cau do tin cdy cua thang do.
165
HINH 3: KET QUA MO HINH SEM
BANG 2: KET QGA KIEiVl DjNH GIA THUYET Gia
thuvS't HI H:>
H3 H4 H5 H6 H7 HS H9
EWOM <— TRUST EWOM <— QUALITY ATT <— EWOM SN <— EWOM PBC <— EWOM INTENT <— EWOM INTENT <—ATT INTENT <— SN INTENT <—PBC
Estimate 0 509 1.06) 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
C R . 11.022 11.880 12.526 12 262 2.630 -1.405 2 056 5 203 P
« « ' •
*«s
*«* ***
0.009 0.160 0.040
*=.«
Chap nhan Loai Chap nhan Chap nhan Cha'p nhan Chap nhan Khong chap nhan Chap nhan Chap nhan whieli. Estimate: Average esiimaied value; SE: Standard error. CR:
•I value: P Probability value; •***• p <0.00].
> ' g u c i Kei qua phar "jch cua nhcm lac gia
Phdn tich CFA
De kiem dinh mdc do phu hdp cua mo hinh thang do, nhdm tac gia da de'n hanh phdn lich CFA. Ke't qua thu du'dc la: Chi-square/df=2.049; Gn=.891; TLI=.940;
CF1=.947; RMSEA= .048 tat ca deu dat yeu can (Hinh 2).
Kiem dinh mo hinh vd cdc gid thuye't nghien cffu Kiem dinh ind hinb nghiin cffu
Tie'p theo, nhdm tac gia da tie'n hdnh phan tich mo hinh cd'u true tuye'n tinh (SEM) de kiem dinh do phu hdp md hinh.
Kg't qua diu difdc la: Chi-square/df=2.255; GF1=0.880;
TLI=0.929; CFI=0.935; RMSEA= 0.053 (Hinh 3). Ket qua tren cho tha'y. mo hinh nghien cdu hoan todn thoa man va thich hdp vdi dff lieu thi trddng.
Kiem dinh cdc gid thuye't nghiin cffu
Sau khi phan lich SEM ta nhan dddc ke't qua kiem dinh nhd Bang 2. Ke't qua nghien cdu cho thd'y, sdanh hddng tich cdc cua Sd tin cdy eWOM de'n Sd cha'p nhan eWOM va td Sd cha'p nhdn eWOM ldc dgng tich cdc de'n Y dinh mua hang vdi cac trgng so' lan Iddt la 0.509 va 0.345.
Theo cdc trgng so' tim dddc, sd tac dgng iff cha'p nhan eWOM den cdc nhan to' trong thuye't hanh vi cd ke hoach lan Iddt la 1.061. 0.871, 0.813. Sir tde dgng ndy difdc ddnh gia la manh.
Ben canh dd, Chuan chu quan va Nhan ihdc kiem sodt hanh vi deu cd tac dgng tich cifc len Y djnh mua.
tuy anh hddng dddc chdng minh la khong !dn (Chuan chu quan anh hddng tdi y dinh la 0.143 va Nhdn thdc
CO anh hddng tdi y
KET L U A N V A M O T SO DE XUAT kiem soat hdnh
dinh Id 0.455).
Kit ludn
Nghien cdu nay giup thu hep khoang trong nghien cuM ve eWOM tdi y djnh mua tren thifdng niai li'dc tuyen tai Vi$t Nam. Ke't qua phan tich td md hinh phu'dng trinh ca'u true SEM da chi ra dffdc cdc nhdn to'gidn tiep hoac trffc tig'p tde dgng tdi y dinh mua. Tren cd sd Iy thuye't eua IAM, cong trinh da kiem dinh dffdc tffdng quan giffa sff tin cdy tdi sd chd'p nhan eWOM, tuy nhien vai trd cua chd't Iffdng thong tin khong dffdc kig'm nghiem trong pham vi nghien cdu nay.
Ben canh do, sff cha'p nhan eWOM cd tac dgng trdc tie'p cho y dinh mua, du anh hffdng kha nho (0.345). Ke't qua ndy cd the do, thong tin eWOM tren cac trang thffdng mai di$n td giup ndng cao kien thdc ve san pham, nhffng khong dong nghTa vdi viec dan de'n y dinh mua ciia khdch hang vi thdng tin ve sdn phd'm cd the tich cdc hodc deu cffc.
Sff cha'p nhan eWOM cung cd tac ddng tich cdc trffc tie'p de'n nhdm nhan to thai do, chuan chu quan va nhdn thdc kiem sodt hanh vi (1.061, 0.871, 0.813 lan Iddt theo thd iff) va la cac tac dong manh nha't cua loan mo hinh. Ddy la yg'u td' quan trong vi khi m5t ngffdi tigu diing cha'p nhdn thong tin eWOM, hg se ed thai do tich cffc hdn ve viec mua hang, cdm tha'y viec tham khao thong tin la co ich va khon ngoan.
Ben canh dd, nhdn thdc kiem sodt hdnh vi cung chiu dnh hddng do khi chd'p nhdn thong tin, ngffdi tieu dung tang cam giac ve hanh dgng cua ban than, vigc cha'p nhan eWOM se lam ngffdi lieu dung chdc chan hdn v^ viec dda ra quyel dmh ve san pham. Tddng quan giffa thai dd vdi y dinh mua bi bdc bo trong pham vi cong tiinh nay.
Cuo'i cung, nhdn to'chuan chu quan va nhdn thffc kiem sodt hanh vi khang dinh tac dgng tich cffc tdi y dinh mua (0.143 va 0.455 theo thd iff). Stf dong thuan, ung hg ciia nhffng ngffdi xung quanh va viec du khd nang mua hang se thuc dd'y mong mud'n mua cua ngffdi tigu diins va cd the tie'p tuc qua trinh tham khao e V o M .
Mgt sdde xudt
TCf k e t q u a nghien cdu. nhom tac gia de xudt mgt so gdi y cho cdc doanh
nghiep cung nhir cac nha quan ly de sif thu hiit khach hang. Ben canh do, cac doanh nghiep can dungeWOMnhirmot cong cu marketing, chii trpng viec xaydifng djch vu khach hang cung nhif nh/sau; , _ cac hoat dpng truyen thong va phan phoi san phlm.
Cac doanh nghiep co the tan dung Con v6\ cac co quan quan ly nha nirdc, can hoan eWOM va cac cong cu triTc tuyen de phat thien cp che chinh sach quan ly ve dau tif cong nghe, irien, quang ba hinh anh vacac chien liTPc ky thuat cung nhu cac giai phap de tang cudng kien troag nhiSu mat, nhit: san pham phong thifc, ky nang quan ly cho can bo. Bong thSi, can co pliii, dam bao chat lUPng; gia ca, chfnh nhifng quy dinh phap ly chat che bao ve ldi ich nguSi sach ban hang, khuyen mai can hpp lyde tieu dung trong linh vifc kinh doanh nay.Q
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