Tóm tắt:
Với sự phát triển bùng nổ của mạng xã hội và thương mại điện tử, hiện tượng tâm lý đám đông (TLĐĐ) đã có tác động đáng kể đến hành vi mua sắm trực tuyến của người tiêu dùng. Do vậy, nghiên cứu này được thực hiện nhằm xác định mức độ tác động của các yếu tố ảnh hưởng đến hành vi mua trực tuyến của người tiêu dùng tại Việt Nam bao gồm thái độ và TLĐĐ, cùng với vai trò điều tiết của đánh giá khách hàng khác với mối quan hệ giữa thái độ và TLĐĐ. Dựa trên 248 phiếu trả lời hợp lệ, kết quả phân tích PLS-SEM cho thấy TLĐĐ tác động mạnh mẽ đến hành vi mua trực tuyến của người tiêu dùng. Đặc biệt là có sự điều tiết đánh giá của khách hàng khác trong mối quan hệ giữa thái độ và TLĐĐ. Từ kết quả nghiên cứu, tác giả đề xuất các hàm ý nhằm giúp các nhà quản trị có thể tham khảo để thúc đẩy hành vi mua trực tuyến của người tiêu dùng tại TP.HCM.
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Abstract:
This study was conducted to determine the impact level of factors influencing online purchasing behaviour (OPB) of consumers, including attitude (ATT) and herd mentality (HM), along with the moderating role of other customers' reviews (OCR) on the relationship between attitude and herd mentality. The study, based on 248 valid responses, employed PLS-SEM analysis to reveal that herd mentality strongly influences the online purchasing behaviour of consumers. The study also found that other customers' reviews play a significant role in either amplifying or mitigating the influence of attitude on herd mentality. The findings provide practical suggestions for businesses and administrators to apply herd mentality, attitude, and other customers' reviews to enhance the online purchasing behavior of consumers in Ho Chi Minh City.