Ảnh hưởng của nhận thức độ tin cậy và nhận thức về trách nhiệm xã hội doanh nghiệp của người tiêu dùng đến ý định mua hàng: trường hợp đối với ngành thời trang tại Việt Nam
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Từ khóa:
Nhận thức độ tin cậy
Trách nhiệm xã hội doanh nghiệp
Lý thuyết hành vi dự định
Ý định mua hàng
Thời trang
Tóm tắt
Nghiên cứu nhằm xác định sự ảnh hưởng của Nhận thức độ tin cậy và Nhận thức về trách nhiệm xã hội doanh nghiệp (CSR) của người tiêu dùng đến Ý định mua hàng thông qua trung gian là mô hình Lý thuyết hành vi dự định TPB đối với ngành thời trang. Bài nghiên cứu sử dụng phương pháp định lượng bằng phần mềm SPSS và AMOS, dữ liệu từ 424 người tại Việt Nam. Kết quả cho thấy, Nhận thức độ tin cậy và Nhận thức CSR có tác động dương đến các biến trung gian TPB, dẫn đến tác động lên Ý định mua hàng, trừ Nhận thức độ tin cậy không tác động đến Chuẩn chủ quan. Trên cơ sở kết quả nghiên cứu, nhóm tác giả đề xuất một số giải pháp để nâng cao hiệu quả truyền thông CSR và kinh doanh của doanh nghiệp.
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Lê Phước Thịnh, Lê Thị Hương Trang, và Nguyễn Thị Kiều Trang. “Ảnh hưởng của nhận thức độ Tin cậy Và nhận thức về trách nhiệm Xã hội Doanh nghiệp của người Tiêu dùng đến ý định Mua hàng: Trường hợp đối với ngành thời Trang tại Việt Nam”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 22, số p.h 4, Tháng Tư 2024, tr 10-17, https://jst-ud.vn/jst-ud/article/view/8540.
