Tác động của sự tương đồng cảm nhận và cách thức kể chuyện trong video đến ý định mua: Vai trò trung gian của trải nghiệm dòng chảy và độ tin cậy của người kể chuyện
DOI:
https://doi.org/10.33301/JED.VI.2756Từ khóa:
Trải nghiệm dòng chảy, sự tương đồng cảm nhận, ý định mua, độ tin của người kể chuyện, cách thức kể chuyện, videoTóm tắt
Video marketing đang trở thành xu hướng truyền thông của các doanh nghiệp trong bối cảnh tiêu dùng số. Nghiên cứu này đánh giá tác động của sự tương đồng cảm nhận và cách thức kể chuyện trong video đến ý định mua của người tiêu dùng với vai trò trung gian của trải nghiệm dòng chảy và độ tin cậy của người kể chuyện. Dữ liệu thu thập từ 443 người dùng TikTok được phân tích bằng phần mềm SmartPLS 4.1. Kết quả cho thấy sự tương đồng cảm nhận tác động đáng kể đến độ tin cậy của người kể chuyện, cách thức kể chuyện ảnh hưởng tích cực đến trải nghiệm dòng chảy, độ tin cậy của người kể chuyện và trải nghiệm dòng chảy đều làm tăng ý định mua và đóng vai trò trung gian giữa sự tương đồng cảm nhận, cách thức kể chuyện và ý định mua. Kết quả góp phần mở rộng lý thuyết vận chuyển tường thuật, lý thuyết tương đồng trong việc giải thích tác động của video đến ý định mua và đề xuất các hàm ý quản trị nhằm gia tăng ý định mua từ truyền thông video.
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