Tác động của video đến ý định mua: Tổng quan hệ thống và định hướng nghiên cứu tương lai
Các tác giả
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Nguyễn Thị Thúy
nguyenthuy@ufm.edu.vn
Trường Đại học Tài chính - Marketing, Thành phố Hồ Chí Minh, Việt Namhttps://orcid.org/0000-0002-9258-5194
- Tô Anh Thơ
Trường Đại học Tài chính - Marketing, Thành phố Hồ Chí Minh, Việt Namhttps://orcid.org/0000-0002-7934-5735- Trần Thế Nam
Trường Đại học Tài chính - Marketing, Thành phố Hồ Chí Minh, Việt Namhttps://orcid.org/0000-0002-4110-6317DOI:
10.46223/HCMCOUJS.econ.vi.21.6.4857.2026Từ khóa:
marketing; tổng quan hệ thống; video; ý định muaPhân loại JEL:
M10; M30; M31; M37Tóm tắt
Video marketing ngày càng được khẳng định là một hình thức truyền thông quan trọng đối với doanh nghiệp và là kênh thông tin tham khảo hữu ích của người tiêu dùng số. Các nghiên cứu hiện tại về tác động của video đến ý định mua chủ yếu xem xét từng yếu tố riêng lẻ, thiếu sự tổng hợp hệ thống và chưa thống nhất về phương pháp. Nghiên cứu này tiến hành tổng quan hệ thống nhằm cung cấp cái nhìn toàn diện về tác động của video đến ý định mua. Quá trình này được thực hiện theo quy trình năm bước dựa trên Hướng dẫn các mục báo cáo ưu tiên cho tổng quan hệ thống và phân tích tổng hợp (PRISMA) với 80 nghiên cứu được công bố trên các tạp chí uy tín từ cơ sở dữ liệu Scopus. Kết quả cho thấy có sự gia tăng đáng kể về số lượng nghiên cứu, sự đa dạng về nền tảng và ngành hàng được nghiên cứu. Sáu nhóm yếu tố chính bao gồm: thông tin, nhận thức, người tạo nội dung, kỹ thuật, niềm tin và thái độ, và nhóm cảm xúc, trải nghiệm và tương tác giúp khái quát toàn diện về cơ chế tác động của video đến ý định mua. Nghiên cứu này cũng chỉ ra một số định hướng quan trọng cho các nghiên cứu tương lai và cung cấp cơ sở hữu ích cho các nhà quản trị marketing trong việc thiết kế và triển khai chiến lược video marketing trong thực tiễn.
Tải xuống
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Tải xuống
Ngày nộp: 03-10-2025Ngày duyệt đăng: 09-02-2026Ngày xuất bản: 12-05-2026Thống kê truy cập
Trang tóm tắt: 345 PDF: 266Cách trích dẫn
Nguyễn, T. T., Tô, A. T., & Trần, T. N. (2026). Tác động của video đến ý định mua: Tổng quan hệ thống và định hướng nghiên cứu tương lai. TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH - KINH TẾ VÀ QUẢN TRỊ KINH DOANH, 21(6), 98–114. https://doi.org/10.46223/HCMCOUJS.econ.vi.21.6.4857.2026Tải xuống trích dẫnGiấy phép
Bản quyền (c) 2026 Nguyễn Thị Thúy; Tô Anh Thơ; Trần Thế Nam
Tác phẩm này được cấp phép theo Giấy phép quốc tế Creative Commons Attribution-NonCommercial 4.0 .
- Tô Anh Thơ