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20(2)2025 (IN PRESS)

Giảm hành vi tiêu dùng ngẫu hứng trên nền tảng livestream: Nghiên cứu tại Thành phố Hồ Chí Minh


Tác giả - Nơi làm việc:
Nguyễn Quang Anh - Đại học Kinh tế Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Huỳnh Trọng Hiến - Viện Quản trị Kinh doanh Song Hành, Thành phố Hồ Chí Minh , Việt Nam
Nguyễn Hoàng Phúc - Đại học Kinh tế Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Lương Bích Ân - Đại học Kinh tế Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Trần Diễm Quỳnh - Đại học Kinh tế Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Tác giả liên hệ, Email: Huỳnh Trọng Hiến - tronghiensib@gmail.com
Ngày nộp: 29-10-2024
Ngày duyệt đăng: 20-12-2024
Ngày xuất bản: 13-01-2025

Tóm tắt
Mối quan hệ giữa hiệu ứng Diderot và hành vi tiêu dùng ngẫu hứng đang dần được thúc đẩy rõ rệt ở những người trẻ tuổi trên các nền tảng phát sóng trực tiếp. Livestream dần trở thành “phương tiện” hoàn hảo để hiệu ứng Diderot phát huy tối đa. Hiện tượng này được thúc đẩy bởi các yếu tố khác nhau, bao gồm yếu tố con người - xã hội, chiến lược tiếp thị và bản chất tương tác của phát trực tiếp. Từ đó, nó khiến người xem, đặc biệt là giới trẻ, dễ dàng bị cuốn vào vòng xoáy mua sắm. Nhằm làm sáng tỏ cơ chế hoạt động của hiệu ứng này trong bối cảnh thương mại điện tử tại TP. Hồ Chí Minh, nghiên cứu được thực hiện với 18 cuộc phỏng vấn sâu và 06 buổi quan sát trực tiếp tại TP. Hồ Chí Minh nhằm xem xét phản ứng của người tiêu dùng đối với phát trực tiếp và so sánh các phản ứng, cung cấp một góc nhìn mới về livestream trong thương mại điện tử. Từ đó, nghiên cứu đưa ra các kiến nghị giải pháp hiệu quả hạn chế vòng xoáy tiêu dùng ngẫu hứng trên nền tảng phát sóng trực tiếp.

Từ khóa
giới trẻ; hiệu ứng Diderot; mua sắm ngẫu hứng; mua sắm trực tuyến; thói quen tiêu dùng; thương mại phát sóng trực tiếp

Toàn văn:
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