Các tác giả

  • Hà Đình Hùng Trường Đại học Văn hoá, Thể thao và Du lịch Thanh Hoá
  • Trần Nguyễn Hồng Hải Trường Đại học Văn hoá, Thể thao và Du lịch Thanh Hoá


Tóm tắt

Tiếp thị video ngắn trên các nền tảng xã hội như Facebook, Youtube, Tiktok, Instagram, Zalo,… đã thay đổi cách doanh nghiệp tiếp cận thị trường trực tuyến và xây dựng thương hiệu. Nghiên cứu tại Thành phố Hồ Chí Minh với mẫu 300 người tiêu dùng và dữ liệu được phân tích bằng Smart PLS 3.0 và SPSS 26.0 đã chứng minh rằng tiếp thị video ngắn trên mạng xã hội ảnh hưởng gián tiếp đáng kể đến y định mua trực tuyến sản phẩm văn hóa. Bốn yếu tố quan trọng ảnh hưởng đến thái độ và đến ý định mua hàng bao gồm nội dung thú vị, trải nghiệm dựa trên kịch bản, nhận thức độ tin cậy của thông tin và sự hữu ích của thông tin. Nghiên cứu này mang ý nghĩa quản trị quan trọng cho những người làm tiếp thị sản phẩm văn hóa nhằm thu hút được các phân khúc khách hàng mục tiêu trong thời đại kỹ thuật số

Tài liệu tham khảo

Ahmed, B., Zada, S., Zhang, L., Sidiki, S. N., Contreras-Barraza, N., Vega-Muñoz, A., & Salazar-Sepúlveda, G. (2022). The Impact of Customer Experience and Customer Engagement on Behavioral Intentions: Does Competitive Choices Matters? Frontiers in Psychology, 13, 864841.

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50 (2), 179-211.

Ajzen, I., & Fishbein, M. (1969). “The prediction of behavioral intentions in a choice situation.” Journal of experimental social psychology. 5 (4), 400-416.

Chen, N., & Yang, Y. (2023). The role of influencers in live streaming e-commerce: influencer trust, attachment, and consumer purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 18 (3), 1601-1618.

Chen, Q., & Rodgers, S. (2006). Development of an instrument to measure web site personality. Journal of Interactive Advertising, 7 (1), 4-46.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13 (3), 319-340.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management science, 35 (8), 982-1003.

Feng, R., & Ivanov, A. (2023). Does a generational gap exist in online shopping attitudes? A comparison of Chinese consumer generations from the media system dependency perspective. Telematics and Informatics Reports, 12 (December), 100106.

Gao, W., Jiang, N., & Guo, Q. (2023). How do virtual streamers affect purchase intention in the live streaming context? A presence perspective. Journal of Retailing and Consumer Services, 73 (C), 103356.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31 (1), 2-24.

Han, W. (2022). Research on Short Video Marketing Model in the New Media Era. International Conference on Comprehensive Art and Cultural Communication (CACC 2022), 195-198.

Hellevik, O. (2002). Age differences in value orientation-life cycle or cohort effects? International Journal of Public Opinion Research, 14 (3), 286-302.

Hewei, T. (2022). Factors affecting clothing purchase intention in mobile short video app: Mediation of perceived value and immersion experience. Plos one, 17 (9), e0273968.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science (JAMS), 43 (1), 115-135.

Hsu, C. L., & Lin, J. C. C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information & management, 45 (1), 65-74.

Huang, J. H., & Yang, Y. C. (2010). The relationship between personality traits and online shopping motivations. Social Behavior and Personality: an international journal, 38 (5), 673-679.

Jindal, P., & Chavan, L. (2023). Role of Blockchain Technology in Creating Blue Ocean Strategy for Banking Products and Services. In Contemporary Studies of Risks in Emerging Technology, Part B (pp.169-182). Emerald Publishing Limited, Leeds.

Keller, K. L., & Kotler, P. (2016). Marketing management. 14th. global edition. K. Keller, Marketing Management 15th Global Edition. London: Pearson Education.

Kim, J. H., & Jang, S. S. (2014). A scenario-based experiment and a field study: A comparative examination for service failure and recovery. International Journal of Hospitality Management, 41 (August), 125-132.

Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40 (3), 310-330.

Lira, J. S. D., & Costa, M. F. D. (2022). Theory of planned behavior, ethics and intention of conscious consumption in Slow Fashion Consumption. Journal of Fashion Marketing and Management: An International Journal, 26 (5), 905-925.

Liu, G. F., Gao, P. C., Li, Y. C., & Zhang, Z. P. (2019). Research on the influence of social media short video marketing on consumer brand attitude. International Conference on Social Science and Higher Education, 433-438.

Liu, P., Li, M., Dai, D., & Guo, L. (2021). The effects of social commerce environmental characteristics on customers’ purchase intentions: The chain mediating effect of customer-to-customer interaction and customer-perceived value. Electronic Commerce Research and Applications, 48, 101073.

McKnight, D. H., & Kacmar, C. J. (2007, August). Factors and effects of information credibility. In Proceedings of the ninth international conference on Electroniccommerce, 423-432.

McQuail, D. (2010). McQuail’s mass communication theory. Sage publications.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press. Washington.

Mir, I. A., & Ur Rehman, K. (2013). Factors affecting consumer attitudes and intentions toward user-generated product content on YouTube. Management & Marketing, 8 (4), 637-654.

Mir, I., & Zaheer, A. (2012). Verification of social impact theory claims in social media context. Journal of Internet banking and commerce, 17 (1), 1-15.

Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of marketing research, 18 (3), 318-332.

Palomo-Domínguez, I., Elías-Zambrano, R., & Álvarez-Rodríguez, V. (2023). Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted. Sustainability, 15 (11), 8753.

Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS quarterly, 30 (1) 115-143.

Petty, R. E., Cacioppo, J. T., Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Springer New York, New York.

Minh, P., Như, V.T.K., Sang, T.T.S., Huy, T.T.H & Bảo, L.Q. (2023). How does herd behaviour impact the purchase intention? Explore the moderating effect of risk aversion in the context of Vietnamese consumers. Acta Psychologica, 241 (December) 104096.

Sally J. (2003). Effects of Structural and Perceptual Factors on Attitudes toward the Website [J]. Journal of Advertising Research, 43 (4): 400-409.

Sandström, S., Edvardsson, B., Kristensson, P., & Magnusson, P. (2008). Value in use through service experience. Managing Service Quality: An International Journal, 18 (2), 112-126.

Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26 (2), 53-66.

Sun, J., Liu, Y., & Jiang, Y. (2023). GOFANS E-commerce: Make the Down Lighter, Make the Supply Chain Softer. In Innovation of Digital Economy: Cases from China (pp. 443-454). Singapore: Springer Nature Singapore.

Tabachnick, B. G., & Fidell, L. S. (2007). Experimental designs using ANOVA (Vol. 724). Belmont, CA: Thomson/Brooks/Cole.

Xiao, Y., Wang, L., & Wang, P. (2019, October). Research on the influence of content features of short video marketing on consumer purchase intentions. In 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019), 415-422. Atlantis Press, Paris.

Yang, M. H., Chen, J. C., Wu, C. H., & Chao, H. Y. (2010). On characteristics influencing consumer’s intention to use web-based self-service. Human Systems Management, 29(1),

Yu, X. (2023). The appeal of green advertisements on consumers’ consumption intention based on low-resource machine translation. The Journal of Supercomputing, 79 (5), 5086-5108.

Yüksel, H. F. (2016). Factors affecting purchase intention in YouTube videos. The Journal of Knowledge Economy & Knowledge Management, 11 (2), 33-47.

Zhang, L., Yang, W., Yang, L., & Gao, L. (2022). How does the value co-creation of e-commerce platform and manufacturers affect channel performance? The moderating role of innovation capability and market turbulence. Electronic Commerce Research and Applications, 52 (March), 101120.

Zheng, S., Cui, J., Sun, C., Li, J., Li, B., & Guan, W. (2022). The effects of the type of information played in environmentally themed short videos on social media on people’s willingness to protect the environment. International Journal of Environmental Research and Public Health, 19 (15), 9520.

Zong, Z., Liu, X., & Gao, H. (2023). Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior. Frontiers in Psychology, 14, 1110191.

Tải xuống

Đã Xuất bản



Chuyên mục