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17 (1) 2022

Ảnh hưởng của thông tin và người nổi tiếng trong quyết định mua sản phẩm công nghệ của giới trẻ


Tác giả - Nơi làm việc:
Bùi Ngọc Tuấn Anh - Trường Đại học Mở Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Tác giả liên hệ, Email: Bùi Ngọc Tuấn Anh - anh.bnt@ou.edu.vn
Ngày nộp: 01-10-2022
Ngày duyệt đăng: 06-10-2022
Ngày xuất bản: 01-11-2022

Tóm tắt
Nghiên cứu này đã xem xét ảnh hưởng của sự tín nhiệm đối với người nổi tiếng và thông tin trong quảng cáo trên phương tiện truyền thông xã hội đối với thái độ và ý định mua sắm sản phẩm công nghệ. Nghiên cứu được thực hiện từ tháng 03 năm 2022 đến tháng 04 năm 2022 với 305 bảng câu hỏi đạt yêu cầu được xử lý. Kết quả sau khi được PLS-SEM phân tích mặc dù vẫn xác nhận vai trò của thông tin cũng như vai trò của người nổi tiếng trong quảng cáo nhưng lại không hỗ trợ mối quan hệ tích cực giữa sự tín nhiệm của người nổi tiếng và ý định mua hàng. Phát hiện này sẽ giúp các nhà quảng cáo có những chiến lược đúng đắn trong việc phân phối tỷ lệ giữa thông tin và sự xuất hiện của người nổi tiếng trong các quảng cáo của mình.

Từ khóa
người nổi tiếng; sự tín nhiệm; thái độ quảng cáo; thông tin; ý định mua hàng

Toàn văn:
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Tài liệu tham khảo

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DOI: https://doi.org/10.46223/HCMCOUJS.proc.vi.17.1.2527.2022
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