Nhân tố ảnh hưởng đến hành vi mua sắm trực tuyến của người nước ngoài trên địa bàn Hà Nội
Từ khóa:
DEMATEL, các nhân tố, người nước ngoài, hành vi mua sắm trực tuyến, PLS-SEMTóm tắt
Nghiên cứu tìm hiểu các nhân tố ảnh hưởng đến hành vi mua sắm trực tuyến của người nước ngoài trên địa bàn Hà Nội gồm bốn nhóm nhân tố và sáu giả thuyết được đề xuất. Phương pháp ra quyết định đánh giá và thử nghiệm (DEMATEL) và mô hình cấu trúc bình phương nhỏ nhất từng phần (PLS-SEM) được sử dụng phân tích 184 phiếu khảo sát của người nước ngoài tại Hà Nội. Kết quả cho thấy sự thuận tiện được xác định là nhân tố quan trọng nhất và tác động cùng chiều đến biến hành vi, tiếp theo là dịch vụ trực tuyến, trong khi sự tin tưởng và rủi ro, tính không chắc chắn là những nhân tố tác động ngược chiều. Ngoài ra, sự thuận tiện có tác động gián tiếp đến hành vi mua sắm trực tuyến của người nước ngoài tại Hà Nội thông qua hai nhân tố tính không chắc chắn, sự tin tưởng và rủi ro. Trên cơ sở kết quả nghiên cứu, bài viết đề xuất một số giải pháp nhằm thúc đẩy hành vi mua sắm trực tuyến của người nước ngoài trên địa bàn Hà Nội.
Tài liệu tham khảo
Aaker, D.A. (1996), ‘Measuring brand equity across products and markets’, California management review, 38(3), 102-120.
Anselmsson, J., Bondesson, N.V. & Johansson, U. (2014), ‘Brand image and customers' willingness to pay a price premium for food brands’, Journal of Product & Brand Management, 23(2), 90-102.
Bao, Y., Bao, Y. & Sheng, S. (2011), ‘Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation’, Journal of business research, 64(2), 220-226.
Bernarto, I., Berlianto, M.P., Meilani, Y.F., Masman, R.R. & Suryawan, I.N. (2020), ‘The influence of brand awareness, brand image, and brand trust on brand loyalty’, Jurnal Manajemen, 24(3), 412-426.
Bilgin, Y. (2018), ‘The effect of social media marketing activities on brand awareness, brand image and brand loyalty’, Business & Management Studies: An International Journal, 6(1), 128-148.
Bộ Công Thương (2022), Phó Thủ tướng yêu cầu tăng cường chống hàng giả trong thương mại điện tử, truy cập lần cuối ngày 18 tháng 7 năm 2022, từ <http://online.gov.vn/baiviet/Pho-Thu-tuong-yeu-cau-tang-cuong-chong-hang-gia-trong-thuong-mai-dien-tu-b9N3X6Cdk8>.
Carpio, C.E. & Isengildina‐Massa, O. (2009), ‘Consumer willingness to pay for locally grown products: The case of South Carolina’, Agribusiness: An International Journal, 25(3), 412-426.
Chen, S.C. & Lin, C.P. (2019), ‘Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction’, Technological Forecasting and Social Change, 140, 22-32.
Cheung, M.L., Pires, G. & Rosenberger, P.J. (2020), ‘The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge’, Asia Pacific Journal of Marketing and Logistics, 32(3), 696-720.
Chi, H.K., Yeh, H.R. & Yang, Y.T. (2009), ‘The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty’, The journal of international management studies, 4(1), 135-144.
Das, G. (2016), ‘Antecedents and consequences of trust: An e-tail branding perspective’, International Journal of Retail & Distribution Management, 44, 1-7.
Ebrahim, R.S. (2020), ‘The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty’, Journal of Relationship Marketing, 19(4), 287-308.
Esch, F.R., Langner, T., Schmitt, B.H. & Geus, P. (2006), ‘Are brands forever? How brand knowledge and relationships affect current and future purchases’, Journal of Product & Brand Management, 15(2), 98-105.
Ford, G.T. & Smith, R.A. (1987), ‘Inferential beliefs in consumer evaluations: An assessment of alternative processing strategies’, Journal of consumer research, 14(3), 363-371.
Gao, Y. & Choy, N.W.K. (2019), ‘Brand awareness, purchase intention and price premium of international airlines operating between Australia and the United Kingdom’, International Journal of Aviation, Aeronautics, and Aerospace, 6(3), p.10.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016), ‘Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior’, Journal of business research, 69(12), 5833-5841.
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2014), Multivariate data analysis, 7th Edition, Pearson Education, Upper Saddle River.
Hair Jr, J.F., Howard, M.C. & Nitzl, C. (2020), ‘Assessing measurement model quality in PLS-SEM using confirmatory composite analysis’, Journal of business research, 109, 101-110.
Keller, K.L. (1993), ‘Conceptualizing, measuring, and managing customer-based brand equity’, Journal of marketing, 57(1), 1-22.
Keller, K.L. (2003), ‘Brand synthesis: The multidimensionality of brand knowledge’, Journal of consumer research, 29(4), 595-600.
Keller, K.L. (2016), ‘Reflections on customer-based brand equity: perspectives, progress, and priorities’, AMS review, 6(1), 1-16.
Kim, A.J. & Ko, E. (2012), ‘Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand’, Journal of business research, 65(10), 1480-1486.
Kim, H.W. & Xu, Y. (2007), ‘Drivers of price premium in E-markets’, Communications of the ACM, 50(11), 91-95.
Kim, J.H. & Hyun, Y.J. (2011), ‘A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector’, Industrial Marketing Management, 40(3), 424-438.
Khan, Z., Yang, Y., Shafi, M. & Yang, R. (2019), ‘Role of social media marketing activities (SMMAs) in apparel brands customer response: A moderated mediation analysis’, Sustainability, 11(19), p.5167.
Liu, X., Shin, H. & Burns, A.C. (2019), ‘Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing’, Journal of business research, 125, 815-826.
Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D. & Wirth, F. (2004), ‘Developing and validating measures of facets of customer-based brand equity’, Journal of business research, 57(2), 209-224.
Nguyen, N.M. & Nguyen, H.T. (2019), ‘How do product involvement and prestige sensitivity affect price acceptance on the mobile phone market in Vietnam?’, Journal of Asia Business Studies, 14(3), 379-398.
Persson, N. (2010), ‘An exploratory investigation of the elements of B2B brand image and its relationship to price premium’, Industrial Marketing Management, 39(8), 1269-1277.
Rahmawan, G. & Suwitho, S. (2020), ‘The influence of brand image, brand awareness, perceived quality on school shoes purchase intention’, presentation at the International Conference of Business and Social Sciences, Indonesia.
Rai, A.R. & Sieben, W.A. (1992), ‘The effect of prior knowledge on price acceptability and the type of information examined’, Journal of consumer research, 19(2), p.256.
Rao, A.R. & Bergen, M.E. (1992), ‘Price premium variations as a consequence of buyers' lack of information’, Journal of consumer research, 19(3), 412-423.
Rao, A.R. & Monroe, K.B. (1988), ‘The moderating effect of prior knowledge on cue utilization in product evaluations’, Journal of consumer research, 15(2), 253-264.
Rao, A.R. & Sieben, W.A. (1992), ‘The effect of prior knowledge on price acceptability and the type of information examined’, Journal of consumer research, 19(2), 256-270.
Richardson, P.S., Dick, A.S. & Jain, A.K. (1994), ‘Extrinsic and intrinsic cue effects on perceptions of store brand quality’, Journal of marketing, 58(4), 28-36.
Sanny, L., Arina, A., Maulidya, R. & Pertiwi, R. (2020), ‘Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust’, Management Science Letters, 10(10), 2139-2146.
Sarstedt, M., Hair Jr, J.F., Cheah, J.H., Becker, J.M. & Ringle, C.M. (2019), ‘How to specify, estimate, and validate higher-order constructs in PLS-SEM’, Australasian Marketing Journal, 27(3), 197-211.
Seo, E.J. & Park, J.W. (2018), ‘A study on the effects of social media marketing activities on brand equity and customer response in the airline industry’, Journal of Air Transport Management, 66, 36-41.
Severi, E. & Ling, K.C. (2013), ‘The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity’, Asian Social Science, 9(3), p.125.
Sivaram, M., Munawar, N.A. & Ali, H. (2019), ‘Determination of purchase intent determination of purchase intention through brand awareness and perceived quality (Case study: For Consumers Pt. Sentosa Santosa Finance Tangerang Area)’, Dinasti International Journal of Management Science, 1(2), 232-246.
Suhud, U., Allan, M., Rahayu, S. & Prihandono, D. (2022), ‘When brand image, perceived price, and perceived quality interplay in predicting purchase intention: Developing a rhombus model’, Richtmann Publishing, 11(1), 232-245.
Taprial, V. & Kanwar, P. (2012), Understanding social media, Bookboon.
Vương Nguyễn Quốc (2019), ‘Ảnh hưởng truyền thông tiếp thị trên mạng xã hội (Facebook) đến giá trị thương hiệu và phản hồi của khách hàng đối với các thương hiệu trang sức trung và cao cấp tại Việt Nam’, Luận văn thạc sỹ, Đại học Đại học Kinh tế TP Hồ Chí Minh.
Yadav, M. & Rahman, Z. (2018), ‘The influence of social media marketing activities on customer loyalty’, Benchmarking: An International Journal, 25(9), 1-29.
Yoo, B. & Donthu, N. (2001), ‘Developing and validating a multidimensional consumer-based brand equity scale’, Journal of business research, 52(1), 1-14.
Zeithaml, V.A. (1988), ‘Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence’, Journal of marketing, 52(3), 2-22.
