Yếu tố ảnh hưởng đến ý định mua lại sản phẩm thời trang qua phát trực tiếp trên Tiktok
DOI:
https://doi.org/10.24311/jabes/2024.35.11.07Từ khóa:
Thương mại phát trực tiếp, TikTok, Lý thuyết chuyển đổi niềm tin, Lý thuyết SOR, Thời trang, Việt NamTóm tắt
Nghiên cứu khám phá các yếu tố ảnh hưởng đến ý định mua lại (Repurchase Intention ‒ RI) sản phẩm thời trang thông qua phát trực tiếp (Live Streaming ‒ LS) trên TikTok của giới trẻ tại Đà Nẵng, dựa trên khung lý thuyết kích thích-chủ thể-phản ứng (Stimulus-Organism-Response ‒ SOR) và lý thuyết chuyển đổi niềm tin. Điểm mới của nghiên cứu này bao gồm: (1) nghiên cứu tiên phong khám phá ảnh hưởng của đặc trưng nền tảng LS trong việc hình thành niềm tin của người mua dẫn tới ý định mua lại; (2) nghiên cứu xem xét vai trò chuyển đổi niềm tin từ người bán vào niềm tin sản phẩm, dẫn đến ý định mua lại. Nghiên cứu sử dụng kết hợp cả phương pháp định tính và định lượng thông qua mô hình cấu trúc bình phương nhỏ nhất từng phần (Partial Least Squares Structural Equation Modeling ‒ PLS-SEM) trên cơ sở dữ liệu điều tra 300 người. Kết quả nghiên cứu khẳng định các đặc trưng của LS có ảnh hưởng đến RI thông qua yếu tố niềm tin. Các kết quả nghiên cứu thực nghiệm này cung cấp hiểu biết thêm cho các nhà quản lý để phát triển các chiến lược giữ chân khách hàng và cải thiện tỷ lệ mua lại một cách hiệu quả.
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