Tác động của hành vi tiêu dùng cộng tác trên nền tảng kinh tế chia sẻ đến xu hướng mua ngẫu hứng
DOI:
https://doi.org/10.24311/jabes/2026.37.02.4Từ khóa:
Bản sắc đạo đức, Né tránh sự bất định, Mua ngẫu hứng, Tiêu dùng cộng tácTóm tắt
Nghiên cứu này xem xét tác động của hành vi tiêu dùng cộng tác đối với xu hướng mua ngẫu hứng trên nền tảng kinh tế chia sẻ trực tuyến trong bối cảnh cho thuê trang phục khi đi du lịch. Dữ liệu được thu thập từ 494 người tiêu dùng thế hệ Z tại Việt Nam và phân tích bằng phương pháp PLS-SEM trên phần mềm SmartPLS 3.0. Kết quả cho thấy hành vi tiêu dùng cộng tác thúc đẩy xu hướng mua ngẫu hứng. Đồng thời, xu hướng né tránh sự bất định và bản sắc đạo đức đều làm suy yếu mối quan hệ này. Nghiên cứu đóng góp vào tổng quan nghiên cứu về mặt trái của tiêu dùng cộng tác bằng cách chỉ ra rằng tiêu dùng cộng tác vẫn có thể kích hoạt các quyết định tiêu dùng ngẫu hứng trong môi trường số.
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