SỐ 207 | THÁNG 6/2023
Ý định mua hàng trực tuyến của giới trẻ - Nghiên cứu thực nghiệm ở Việt Nam
Nguyễn Phương Linh, Nguyễn Đức Nhuận
Tóm tắt:
Nghiên cứu này nhằm nhận dạng và đánh giá các yếu tố ảnh hưởng đến ý định mua hàng trực tuyến của giới trẻ trên cả hai khía cạnh: đặc điểm cá nhân của khách hàng và các dịch vụ được cung ứng bởi kênh bán hàng trực tuyến. Dựa trên tổng quan cơ sở lý luận, bài viết đã phát triển các giả thuyết và thiết lập mô hình nghiên cứu về sự ảnh hưởng của hai yếu tố về đặc điểm cá nhân và hai yếu tố về đặc điểm kênh bán hàng trực tuyến tới ý định mua hàng của giới trẻ. Đối tượng nghiên cứu là giới trẻ hiện đang sinh sống và làm việc tại Hà Nội; đồng thời kỹ thuật phân tích PLS-SEM thông qua phần mềm SmartPLS4 được sử dụng để kiểm định các giả thuyết nghiên cứu. Kết quả nghiên cứu khẳng định tầm quan trọng của các yếu tố về đặc điểm khách hàng và kênh bán hàng trực tuyến tới việc thúc đẩy ý định mua sắm trực tuyến của khách hàng. Từ kết quả nghiên cứu, một số khuyến nghị được đề xuất liên quan tới các kênh bán hàng trực tuyến nhằm đẩy nhanh ý định mua hàng trực tuyến của khách hàng là giới trẻ.
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Online Purchasing Intention of Young People – An Empirical Study in Vietnam
Abstract:
This study aims to identify and evaluate the factors affecting the online purchasing intention of young people through the lens of individual characteristics and services provided by online sellers. Based on the literature review, the research hypotheses and model indicating the impact of those factors on online purchasing intention were developed. PLS-SEM analysis techniques through SmartPLS4 software were used to test the research hypotheses by surveying young people living and working in Hanoi. The research findings showed the critical role of the individual characteristics and services offered by online sellers in promoting the online buying intention of customers. From the results, some recommendations were suggested to the online sellers to accelerate the online purchasing intention of young people in the current period.