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20(8)2025 (IN PRESS)

Vai trò của virtual try-on và digital marketing trong việc hình thành ý định mua sắm trên các sàn thương mại điện tử


Tác giả - Nơi làm việc:
Bùi Ngọc Tuấn Anh - Trường Đại học Mở Thành phố Hồ Chí Minh, Hồ Chí Minh , Việt Nam
Lê Phương Loan - Trường Đại học Mở Thành phố Hồ Chí Minh, Hồ Chí Minh , Việt Nam
Nguyễn Đặng Phương Anh - Trường Đại học Mở Thành phố Hồ Chí Minh, Hồ Chí Minh , Việt Nam
Lê Thị Ngân Hạnh - Trường Đại học Mở Thành phố Hồ Chí Minh, Hồ Chí Minh , Việt Nam
Tác giả liên hệ, Email: Lê Phương Loan - 2154080241loan@ou.edu.vn
Ngày nộp: 28-11-2024
Ngày duyệt đăng: 21-01-2025
Ngày xuất bản: 29-03-2025

Tóm tắt
Trong thời đại thương mại điện tử phát triển mạnh mẽ, việc thu hút và giữ chân khách hàng trở nên vô cùng quan trọng. Nghiên cứu này tập trung vào hai yếu tố chính là Virtual Try-on (VTO) và Digital Marketing, nhằm tìm hiểu tác động của chúng đến quyết định mua hàng của người tiêu dùng. Đây là nghiên cứu đầu tiên đi sâu vào đánh giá kết hợp tác động của hai nhân tố này dưới góc nhìn so sánh các giá trị cảm nhận trong lĩnh vực thương mại điện tử. Qua khảo sát 496 người tiêu dùng tại TP.HCM, phân tích dữ liệu bằng Smart-PLS 4.0, kết quả cho thấy: giá trị hưởng thụ cảm nhận có ảnh hưởng lớn nhất (β = 0.375, p < 0.000) đến ý định mua hàng. Điều này cho thấy cả VTO và Digital Marketing đều đóng góp đáng kể vào việc tăng cường giá trị này. Điều bất ngờ là yếu tố cá nhân hóa lại không đóng vai trò quan trọng như kỳ vọng. Nghiên cứu này cung cấp những thông tin giá trị cho các doanh nghiệp, giúp họ hiểu rõ hơn về hành vi của khách hàng và nâng cao hiệu quả của các chiến lược kinh doanh. Bằng cách tận dụng công nghệ VTO và các hoạt động Digital Marketing, doanh nghiệp có thể tạo ra những trải nghiệm mua sắm hấp dẫn, từ đó tăng doanh số và lợi nhuận.

Chỉ số JEL
M31; M37

Từ khóa
digital marketing; giá trị hưởng thụ cảm nhận; giá trị tiện ích cảm nhận; virtual try-on; ý định mua

Toàn văn:
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