Sự tâm lý bầy đàn, khả năng chống chọi, sự tỉnh thức, và ý định tiếp tục mua sắm trực tuyến sau đại dịch COVID-19
DOI:
https://doi.org/10.24311/jabes/2022.33.03.04Từ khóa:
Tâm lý bầy đàn, Khả năng chống chọi, Sự tỉnh thức, Mua sắm trực tuyến, Chấp nhận công nghệ, COVID-19Tóm tắt
Mặc dù đại dịch COVID-19 vẫn còn diễn biến phức tạp ở nhiều nơi trên thế giới, nhưng các nhà nghiên cứu và quản lý bắt đầu quan tâm dự báo hành vi người tiêu dùng sau đại dịch. Nghiên cứu này xem xét sự tác động của các yếu tố tâm lý bầy đàn, khả năng chống chọi, sự tỉnh thức đến các yếu tố sau khi chấp nhận công nghệ là chuyển sang hay tăng cường mua sắm trực tuyến: Sự khẳng định mong đợi, sự hài lòng và ý định tiếp tục mua sắm trực tuyến. Kết quả phân tích PLS-SEM của dữ liệu khảo sát với người tiêu dùng Việt Nam chuyển sang hay tăng cường mua sắm trực tuyến từ khi đại dịch bùng phát cung cấp bằng chứng khẳng định các mối quan hệ: Sự khẳng định mong đợi tác động đến sự hài lòng, và cùng với sự hài lòng có tác động đến ý định tiếp tục mua sắm trực tuyến. Kết quả cũng cho thấy việc đánh giá thấp thông tin của chính bản thân dẫn đến sự bắt chước người khác, và sự bắt chước có ảnh hưởng đến sự khẳng định mong đợi. Bên cạnh đó, khả năng chống chọi và sự tỉnh thức, cũng như sự tương tác giữa hai yếu tố này, cũng có ảnh hưởng đến sự khẳng định mong đợi. Những đóng góp về mặt lý thuyết và hàm ý quản lý cũng được thảo luận trong bài báo.
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