Tác động của sự chuyên nghiệp và sự thu hút của người dẫn  chương trình đến mua sắm ngẫu hứng trong bối cảnh phát trực tiếp mua sắm trên các nền tảng mạng xã hội: Vai trò trung gian của yếu tố cảm xúc

Giang Trương Nữ Tô; Phúc Lê Minh

doi:10.24311/jabes/2024.35.5.2

Các tác giả

Trương Nữ Tô Giang Đại học Kinh tế Thành phố Hồ Chí Minh Tác giả
Lê Minh Phúc Đại học Kinh tế Thành phố Hồ Chí Minh Tác giả

DOI:

https://doi.org/10.24311/jabes/2024.35.5.2

Từ khóa:

Livestream mua sắm, Mua sắm ngẫu hứng, Sự chuyên nghiệp, Sự thu hút, Sự hưng phấn, Niềm vui

Tóm tắt

Với sự phát triển mạnh mẽ của thương mại điện tử, hình thức phát trực tiếp mua sắm trên các nền tảng mạng xã hội được ra đời. Thông qua lý thuyết kích thích - chủ thể - phản ứng cùng với lý thuyết lan truyền cảm xúc, nghiên cứu nhằm phát triển mô hình tích hợp các đặc điểm sự chuyên nghiệp và sự thu hút của người dẫn chương trình, mua sắm ngẫu hứng của người xem Livestream thông qua trung gian là yếu tố cảm xúc, từ đó đưa ra các hàm ý quản trị cho các bên liên quan. Với 356 phiếu khảo sát hợp lệ được thu thập bằng phương pháp lấy mẫu thuận tiện trên Google Form, nhóm tác giả đã tiến hành phân tích thông qua phương pháp PLS-SEM. Kết quả cho thấy sự chuyên nghiệp và sự thu hút của người dẫn chương trình có tác động gián tiếp (thông qua yếu tố cảm xúc) đến mua sắm ngẫu hứng. Với hạn chế về số lượng nghiên cứu về chủ đề này, nghiên cứu này cung cấp một vài hàm ý quản trị cho những nhà quản lý để phát triển chiến lược hiệu quả hơn, đồng thời, đóng góp cho nền tảng lý thuyết cũng như đề xuất các hướng nghiên cứu trong tương lai.

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