IIEN Cflu - TRAO DOI
Tan dung sure manh
cua danh gia san pham tri/c tuyen trong xu the tieu dung tri/c tuyen
MGUYIN THI QUYNH NHtl*
Hinh thd'c giao ti^p trtfc tuyfi'n gitfa ngtfol tifiu dung vdi nhau dtf^c gpi la truydn mifing di#n tvC (eWOM). Trong do, danh gia san phS^m tri^c tuyfin (OPR) la mfit trong nhtfhg hmh thtfc ph^ bifin cua lo^i truyin mi^ng di^n tvl nay. Bai vifi't phSn tich tac dfing cua danh gia san ph£m trtfc tuydn dfin hanh vi tifiu diing cua ngtfcTi Vifit Nam va dd xulTt mfit so'ham y dfii vdi cac doanh nghifip kinh doanh trtfc tuydn hifin nay.
r y U C TRANG DANH GIA SAN P H A M TRl/C TUYEN TAI VIET NAM VA TAC D O N G CIJA DANH GIA TRl/C TUYEN DEN HANH VI TIEU DUNG CUA NGirCfl VIET NAM
Hdnh vi mua hdng cfia ngffdi tidu dung Viet Nam hidn nay da ed nhidu thay ddi. Bdn canh cdc kdnh truydn thdng, nhff: tivi, bdo, tap ehi, effa hdng..., ngtfdi tidu dfing da tid'p cdn nhidu hdn cac kdnh truyen thong ed tinh ttfdng tac cao, nhtf: mang xa hdi, cdc didn ddn, blog, eac ttang bdn hang trtfc tuye'n, nhtf: shopee, lazada, tiki, sendo... de tim kidm vd khdm phd. Hp xem xdt cdc binh ludn cfia nhffng ngrfdi dfing khac dd so sdnh, ddnh gid vd ra quyd't dinh mua hdng.
Theo kdt qua nghien eurf efia Cdng ty TNHH Truyen tiidng TNS Viet Nam, cd tdi 57% ngrfdi drfde khdo sdt eho bid't, hp tin ttfdng vdo nhffng gi ngrfdi khdc ndi vd thrfdng hidu hdn Id ehlnh ngrfdi bdn ndi vd thrfdng hidu.
54% tin trfdng d binh luan cfia ban bd va ed tdi 41%
tin trfdng d binh luan cua cd nhffng ngrfdi hp chrfa ttoig quen bid't. 52% ngrfdi tidu dfing ttdn thd gidi cho rang,
"cac binh ludn tidu erfc cd thd anh hrfdng manh tdi ddnh gia efia hp vd thrfdng hidu", ttong khi dd, ty Id nay tai Viet Nam ldn tdi 64%. Ben canh dd, ke't qua didu tta cung eho thd'y, ngrfdi Viet khdng thieh vidt binh lugn ve cdc thrfdng hidu, nhUiig lai thieh dpe binh luan ve cdc thrfdng hidu tten mang intemet hdn cff dan ede nrfdc khac. Cdc ngdnh drfde dpe va vid't nhidu nhat trdn mang tai Viet Nam la: dien thoai; my pham; it drfdc de cdp tdi nha't la thffc an eho v|it nudi. Cdc thdng tin binh ludn efia ngrfdi dfing ttdn mang intemet tdc dpng rat Idn tdi ngrfdi tieu diing ttong cdc giai doan; nhdn thtfc vd sdn pham/dich vu; tim hidu thdng tin vd ltfa chpn mat hang;
ltfa ehpn dia didm mua hang. Trong khi, ngtfdi bdn hang
!ai tac dpng manh tdi ede giai dpan ehdm sdc sau bdn va gitf mdi quan hd sau bdn hang (Ttf Stfdng, 2011).
Bdn eanh dd, ede hinh thtfe ddnh gid sdn phim trtfc tuydn tai Vidt Nam hi§n nay cung rat da dang, ttf gian ddn dd'n phffe tap. Cdc hinh thffc ddn gian cd the kd dd'n Id, vide khdch hdng dd lai nhffng ddnh gid (reviews), nhflhg binh ludn (comments) eua minh tren cdc dien ddn hay website, ttang bdn hdng trffe mydn cfia ngtfdi bdn. Hinh thffc phffe tap hdn:
khdch hdng tff tao ede chfi dd de bdy to trdi nghidm cfia minh ttdn cdc dien ddn, nhff: lamchame, webttetho... hay ttdn cdc trang ed nhan facebook, twitter, zalo...
Hinh thffc ndy ed the thu hut dtfdc nhieu stf quan tam cfia ngtfdi tidu dung khdc, nhat la khi ngtfdi chia se Id nhffng ngtfdi ndi tidng, ngtfdi cd nhidu dnh htfdng hay cd nhidu ngtfdi dung khac theo ddi.
Hinh thtfc sdng ddng nha't la edeh khdch hang trinh bdy danh gid cfia minh dtfdi dang video cd ndi dung dtfdc bidn soan chinh chu vdi hlnh anh sdn phim dd dd'i chfing va sau do dang ldn cac ttang web, youtube hay mang xa hpi, nhtf:
facebook...
Tdng hdp tff nhieu thdng kd khde cho thay, khdch hang ed xu hffdng thich cdc ddnh gid tff nhffng ngffdi thffe td da mua sdn phim, ddnh gid ed hlnh dnh thtfc td cfia san pham - hinh anh chffa qua chinh sfia. Bdn eanh do, cdc ddnh gia md td tinh nang, edng dung eua san phim dtfa tten ttdi nghidm chdn that dtfdi gdc nhin cua ngtfdi tieu dung, thay vi cdc trinh bay qud chin chu, diing nhidu my tff nhtf eua ddn marketmg cung dtfdc tin ttfdng
• Khoa Quan trj Kinh doanh, Trtfdng Dai hoc Cong nghiep Thtfc pham TP. Ho Chi Minh
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hdn. Ngodi ra, ddnh gid ndn di vdo ede khia eanh cii thd, quan ttpng ddi vdi sdn pham thay vi ndi chung chung nhtf "hai ldng", "sdn phim tdt". Cdc ddnh gid chung ehung nhtf vdy dd tao tdm Iy cho khdch hdng nghi ngd ddy Id cdc ddnh gid do. Ngodi ra, khach hdng cung ddnh gia cao vide ngffdi bdn phdn hdi nhithg ddnh gid nay, thd hidn ttdch nhidm cfia minh dd'i vdi sdn phim. Khdch hang se cam thay ydn tdm hdn ndu cdc ldi binh ludn tidu effc drfdc ngrfdi bdn lang nghe vd cd phdn tfng tich erfc the hidn nd life vd ttach nhidm drfa den eho khdch hdng sdn pham td't, nhrf: hrfdng din ehu ddo, ddi ttd san pham dd ddng... Cdc ddi thoai giffa ngffdi mua va ngffdi ban ttdn khong gian mang eung Id cd sd hinh thdnh sff tin tffdng efia cdc khdch hdng tidm ndng khdc.
HAM Y CHO DOANH NGHIEP VI^T NAM
R5 rdng khdng phdi doanh nghidp ndo cung cd dfi didu kidn tid'p cdn khdch hdng tidm ndng cfia minh qua cdc kdnh traydn thdng, nhrf: tivi, bao, ddi, hay qudng cdo ngoai ttdi. Ben canh dd, nd lrfc drfa tin ve san phim tren khdng gian online qua hinh thffc cdc website, blog, facebook cfia chfi sd hdu san phim eung gdp khdng It khd khan trong vide thu hfit s^f chu y efia khdch hdng giffa vd vdn ede qudng cdo canh ttanh. Trong bd'i cdnh dd, cdc ddnh gid trrfc mydn ddng vai ttd nhrf srf bao ehffng cfia hen thff ba ddc lap se tao drfdc ldng tin va tdc dpng manh hdn ddn nhiihg ngrfdi tidu dung tidm ndng.
Chinh vi vdy, eac doanh nghidp cln tim cdch quan IJ cae ddnh gid trrfc tuyd'n nay cho hidu qud. Theo tdc gid, cac doanh nghidp cln lrfu y mdt sd' vd'n dd nhtf sau:
Mgt Id, khuyen khich khdch hdng de lgi cdc ddnh gid. Thtfdng thi da sd khdch hdng se dd I^i review trdn web ndu nhrf dtfde yeu eau, nhrf v§y, ehi bang each ddn gian hdi khdch hdng eho nhdn xet vd san phd'm, doanh nghiep da tao ra cd hdi dd phdt tridn thrfdng hidu eua minh.
VI vdy, doanh nghidp cln thffdng xuydn hdi tham khdch hang vd sdn phd'm hp da mua bang cdch gfii tin nhan, email hodc hdi hp vdo bd't cff khi ndo khi hp ttuy cap vdo ttang web cua ban.
Ddng thdi, doanh nghiep c l n khuyd'n khich khdch hang dffa ra cdc ddnh gia vd sdn pham, ddc biet Id ede khdch hdng da mua hdng, bdn canh dd, tang ma giam
Cac doanh nghiep can tim each quan !y cac dSnh gia tryc tuyen cho hieu qua, nham t^o dirge long tin vji tac d$ng manh hon den nhiing ngucri tiSu dCrag tiSm nang gid, khuydn mai vd ede ffu dai ddc biet dd cdm dn vd
khuydn khich khdch hdng ehia sd ttai nghiem eua hp.
Ben eanh dd, phai tao didu kidn cho vide ddnh gid sdn phim drfde thrfc hien dd dang. Ddng thdi, doanh nghidp hdy hrfdng din khdch hang ddnh gid bang cdeh drfa ra danh muc cdc cdu hdi dd khdch hdng cd thd ddnh gid diing vao ttpng tam. Khuydn khich khdch hdng sfi dung tdn tiidt khi ddnh gid, dinh kem hlnh anh sdn pham thtfe dd tao ra stf tin trfdng nhidu hdn.
Hai Id, cdm an cdc ddnh gid tich cue. Mac du cdc ddnh gid tich cifc cd anh hrfdng tdt ddn doanh sd va uy tin efia doanh nghidp, tuy nhidn, qua nhieu ede danh gid tich erfc lap di ldp lai, qua ehung ehung, tham ehi Id gid'ng nhau cd thd gdy nghi ngd cho khdch hang khdc.
Do dd, khi khdch hang ddnh gia tich ctfc, thi vide phdn hdi mdt cdch kheo ldo eung la mdt dieu hd't stfc quan ttpng va c l n thid't.
Bdi vdy, hay cam dn khach hang vi nhiJng ldi khen ddnh cho doanh nghidp. Ddng thdi, thd hidn srf khidm td'n bang cdch thtfa nh^n cae ITnh vrfc dtfdc khdch hdng dd cdp vdn dang dtfdc doanh nghidp quan tdm ndng cao chat ltfdng hdn nffa eung vdi mong mud'n se dtfdc tidp tue phue vu khdch hang ttong ttfdng lai. Doanh nghidp cung cd thd dd xud't khdch hang ttf van them vd each thffc nao dd giiip doanh nghidp ndng eao chdt Itfdng ttong ede Iinh vtfc cu thd. Ridng ddi vdi ede danh gid qud ngdn gpn vd chung chung, nhtf: "thay eung td't", "xai tot", thi doanh nghidp c l n kheo ldo khai thdc dd khdch hdng ehia se thdm ttai nghidm cfia hp. Nhffng phan hdi ddn gidn ndy cfia doanh nghidp mdt mat giup khdch hdng cam thdy doanh nghidp ludn quan tam ddn trdi nghidm cua khdch hang, mdt khde, khuydn khich khdch hang tid'p tuc chia se nhidu hdn ttong cac iln mua sam tidp theo.
Ba la, phdn hdi cdc ddnh gid lieu cUc. Thtfc thd' eho thd'y, nhffng bdt man ed thd Ian rdt nhanh ttong thdi
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I£N ecru - TRAO DOI
dai internet kd't ndi mpi ngrfdi. Nhu^g srf vide mang tinh danh gid tidu effc xung quanh mdt so thrfdng hieu, nhrf: The Alley, Burger King, tidm bdnh mi cfia Pew Pew, Phfic Long... ttong thdi gian qua da cho tiia'y dnh hrfdng eua nhffng ddnh gid tidu erfc dd'n uy tin cua thrfdng hidu. Tuy nhidn, stf bdt man eflng ed mat tieh erfc eua nd, dd Id: Mdt mat, cdc ddnh gid nay gifip doanh nghidp nhdn ra va cai thidn ede han che cua minh. Mat Idhdc, vide kip tiidi nam bat nhffng didu khach hdng khdng hdi long va nhanh chdng khac phue se gifip doanh nghidp cung cd nidm tin vao cam kdt chat Irfdng eua doanh nghidp. Nhidu nghidn efi^ cho thdy, khi doanh nghidp gidi ddp thda ddng cdc bat man cd thd tao ra srf hdi ldng eho khdch hang cdn cao hdn trrfdc khi bat man xay ra. Chinh vl vaiy, didu quan ttpng d ddy Id, doanh nghidp phdi chuin bi ky Irfdng ede kieh bdn dd ffng phd.
Ro rang, srf khdng hdi ldng cd the xua't phat tff nhidu nguyen nhan khdc nhau, chtf chrfa han da Id do san phim bi hrf hdng. Vi vdy, vide phdn hdi ede ddnh gia nay gidp doanh nghiep phdt hien ra vdn dd that srf nam d dau. Vi thd, doanh nghidp can binh tlnh, chdn thdnh va edm thdng vdi nhu^g trrfdng hdp bdt man cfia khdch hang.
Ne'u bat man eua khdch hang xuat phdt tff cdc van dd eua doanh nghidp, thi doanh nghidp can thffa nhdn cdc sai sdt ttong san phim vd dich vu cfia minh, cdng khai xin Idi khdch hang va tieh effc thrfc hien cac hanh ddng khac phuc. Hdnh ddng ndy eho thdy, doanh nghidp ludn cd ttdch nhidm vdi sdn phim cfia minh, ddng thdi, cflng eho thdy doanh nghiep rdt quan tdm ddn trai nghidm cfia khdch hdng, khid'n khdch hdng cdm thdy drfdc tdn ttpng. Cac gidi phdp cd thd la ddi tta hang, hoan tien... Khdo sat eua Nielsen (2018) eho tiiay, 63% ngrfdi tidu dung cho bid't rdng, vi$c hoan tta tidn eho cdc sdn pham khdng dung vdi nhflng gi da ddt se khuydn khich hp mua hang trffc tuydn nhidu hdn. Nhrf v§y, dii gidi phdp Id gi thi cung c l n phdi thrfc hidn kip thdi vd tao thudn tidn tdi da eho khdch hang nham tao ra stf tin ttfdng vdo doanh
nghidp khdng chi cfia khdch hang dang bdt man, md cdn ddi vdi ed cdc khdch hang tidm nang dang dpc cdc ddnh gid dd ra quydt dinh.
Nd'u bdt man cfia khach hdng xuat phdt tff nhffng van dd ndm ngodi ttdch nhidm efia doanh nghidp hodc tff mOt si^
nhim ldn ndo dd, thi doanh nghidp cln kip thdi ttao ddi, gidi tiiich de Uido gd cac khfie mac cfia khdch hang va dd nghi khdch hang gd bd hodc thay ddi ede danh gid. Vide edng khai phan hdi cdc ddnh gid khdng chinh xdc giup ede khdch hdng tie'p theo thdy rd sff nunh bach vd cung dd ngdn chdn ede dd'i thfi canh ttanh hay ai dd dang cd tinh chdi xd'u.
Bdn Id, phdt triin hi thd'ng ldng nghe xd hdi (social listening) cua doanh nghiep. Ndu so vdi trtfdc day, khi ludng thdng tin phdn dnh cfia khdch hang thtfdng ehi dtfde tffdng tdc mdt chieu vdi ngtfdi bdn, thi hidn nay, khdch hdng cd rdt nhidu kdnh dd chia s^ edm nh^n eua ehlnh minh. Tinh xdc thtfe eua eau chuydn thi khdng ai cd thd kidm chi^g, nhiflig vide tdc ddng trtfc tidp ddn flnh hinh kinh doanh la didu khdng the tranh khdi. Trang bi he thdng social listening eho phep doanh nghiep lang nghe cdng ddng xd hdi dang ndi gi ve thtfdng hidu, gifip doanh nghidp nhanh chdng ghi nhan phdn hdi tff khdch hang, ddc bidt Id khi cd bd't cff tinh hudng xau ndo xdy ra ttdnh de edn khfing hodng tmydn thdng lan rdng, hoaic tam sao thdt bdn thdng tin.
Cdc cdng eu social listening rat da dang, cd thd ke ddn nhtf: Agorapulse, Mention, Brandwatch- Theo dd, doanh nghidp cln ltfa ehpn cdng cu phu hdp vdi ndn tdng cfia doanh nghidp minh.Q
TAT ITF.fl THAM KHAO _ _ __ _ 1. Nguydn Thi Hong Ngpc (2017). Anh htfdng cfia ddnh gid trtfc mydn dd'n quydt dinh ltfa chpn khdch san cua khdch du lich khi dd'n Hud, Tgp chi Khoa hgc Bgi hgc Hui: Kinh tivd Phdt trien.
tap 126, sd5D
2. Nielsen (2018). Suphdt triin mgnh me cda cdng ngh$ thuc day doanh thu thuong mgi difn td trong hai ndm gdn ddy, tmy cdp tff https://www.nielsen.com/vn/vi/insights/article/2018/conneeted- commerce-2018/
3. Tff Sffdng (2011). Tii'p thi true tuye'n: Kinh thdi ihuang tiip can khdch hdng, truy cap tff https://
enteraews.vn/tiep-thi-tmc-tuyen-kenh-thoi-thuong-tiep-can-khach-hang-50043.html
4. Alhassan G. Mumuni, Karen M. Lancendorfer, KeUey A. O'Reilly, Amy MacMiUan (2019).
Antecedents of consumers' reliance on online product reviews, Joumal of Research in Interactive Marketing. 13(1)
5. Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D. D. (2004). Electtonic WordOf- Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?, Journal of Interactive Marketing, 18( 1), 38-52