SỐ 207 | THÁNG 6/2023
Các yếu tố ảnh hưởng đến hành động mua sắm ngẫu hứng trong sự kiện giảm giá
Lê Thị Thu Thủy, Nguyễn Thị Kim Chi, Nguyễn Thị Như Ý, Mai Yến Hương, Trần Anh Thư
Tóm tắt:
Nghiên cứu này được thực hiện với mục đích tìm ra những yếu tố thu hút người tiêu dùng (NTD) trong các sự kiện giảm giá (SKGG), từ đó đưa ra các giải pháp cũng như định hướng cho các doanh nghiệp kinh doanh trên sàn thương mại điện tử. Các yếu tố Giới hạn về số lượng sản phẩm, Lợi ích kinh tế, Kiến thức về sản phẩm ảnh hưởng đến thái độ và hành động mua sắm trực tuyến ngẫu hứng trong các SKGG. Dữ liệu được thu thập bằng bảng câu hỏi thông qua bảng biểu của Google với sự tham gia của 273 sinh viên tại các trường đại học tại Thành phố Hồ Chí Minh (TP. HCM). Kết quả thu được qua phân tích PLS-SEM so với kết quả của các nghiên cứu trước đây có sự tương đồng và khả quan. Tuy nhiên, sự khác biệt của nghiên cứu này cho thấy yếu tố Kiến thức sản phẩm là yếu tố điều tiết giúp biến Giới hạn về số lượng sản phẩm và Lợi ích kinh tế tác động trực tiếp đến Hành động mua sắm trong SKGG. Từ kết quả này, bài viết có thể đưa ra nhiều giải pháp thu hút NTD hướng tới SKGG nhiều hơn.
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The Effect of Flash Sale Programs on Online Impulse Buying on Flash Sale Events
Abstract:
This study aimed to find out the factors that attract consumers at flash sale events. From the research results, it can provide solutions and orientation for enterprises doing business on e-commerce platforms. Influencing factors include perceived scarcity, economic benefits, and product knowledge that affect attitudes and online impulse buying at flash sale events. Questionnaires collected data through Google Forms with the participation of 273 students in Ho Chi Minh City. The results obtained through PLS-SEM analysis compared with those of previous studies have similar and positive results with the research data. However, the difference in this study shows that the product knowledge factor is the moderating factor helping perceived scarcity and economic benefits that directly affect online impulse buying at flash sale events. From this result, many methods can be devised to attract consumers towards more flash sale events.