Ảnh hưởng của lan tỏa video đến thái độ người tiêu dùng: Nghiên cứu trên nền tảng mạng xã hội
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Author
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Nguyễn Hồng QuânTrường Đại học Ngoại thươngHoàng Thị Hồng NgaTrường Đại học Ngoại thươngNguyễn Thị Kiều TrangTrường Đại học Ngoại thươngNguyễn Thị Hải HàTrường Đại học Ngoại thươngPhạm Phương HiềnTrường Đại học Ngoại thương
Từ khóa:
Video lan tỏa
mạng xã hội
thái độ người tiêu dùng
Tóm tắt
Nghiên cứu sử dụng dữ liệu sơ cấp từ 422 người dùng mạng xã hội nhằm xác định những yếu tố của video lan tỏa ảnh hưởng tới thái độ của người tiêu dùng trên mạng xã hội ở Việt Nam. Phương pháp kiểm định độ tin cậy thang đo bằng hệ số Cronbach’s Alpha, phân tích nhân tố khám phá EFA, phân tích hồi quy được sử dụng bằng phần mềm SPSS 20. Kết quả nghiên cứu cho thấy, tính giải trí, tương tác của video, độ tin cậy của nguồn, tính thông tin, tính khuyến khích, nhận thức thương hiệu lần lượt có tác động tích cực tới thái độ của người tiêu dùng với video lan tỏa. Nghiên cứu đã kiểm chứng các nhân tố tác động đến thái độ người tiêu dùng và đề xuất một số hàm ý quản trị cho các doanh nghiệp khi xây dựng chiến dịch viral video marketing để tạo ấn tượng và hiệu quả.
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Nguyễn Hồng Quân, N. Hoàng Thị Hồng, . T. Nguyễn Thị Kiều, H. Nguyễn Thị Hải, và H. Phạm Phương. “Ảnh hưởng của Lan tỏa Video đến thái độ người Tiêu dùng: Nghiên cứu Trên nền tảng mạng Xã hội”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 20, số p.h 4, Tháng Tư 2022, tr 1-7, https://jst-ud.vn/jst-ud/article/view/7687.
