Đặt phòng khách sạn qua mạng xã hội: mối liên kết các quan điểm giữa lý thuyết hành vi hoạch định và mô hình chấp nhận công nghệ, trường hợp nghiên cứu tại Việt Nam
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Từ khóa:
Mạng xã hội
ý định hành vi
hành vi đặt phòng khách sạn
nhận thức dễ sử dụng
nhận thức hữu ích
Tóm tắt
Các phương tiện truyền thông xã hội được coi là công cụ tiếp thị số hiệu quả và quan trọng trong chiến lược truyền thông marketing của doanh nghiệp ngày nay. Nghiên cứu này khám phá thực nghiệm mô hình kết hợp TAM-TPB nhằm kiểm chứng các yếu tố ảnh hưởng đến ý định hành vi sử dụng mạng xã hội để đặt phòng khách sạn. Khảo sát trực tuyến được thực hiện từ 208 du khách nội địa. Kết quả chỉ ra rằng, nhận thức hữu ích, chuẩn chủ quan và nhận thức kiểm soát hành vi là những yếu tố ảnh hưởng đến ý định hành vi đặt phòng khách sạn của khách du lịch thông qua mạng xã hội, còn nhận thức dễ sử dụng và thái độ là không ảnh hưởng. Trong đó, yếu tố tác động mạnh nhất đến ý định đặt phòng khách sạn qua mạng xã hội đó là nhận thức kiểm soát hành vi (β=0,470), kế đến là nhận thức hữu ích (β=0,310), chuẩn chủ quan (β=0,291). Cuối cùng những hàm ý liên quan tới lý thuyết và quản lý được thảo luận.
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Nguyễn Thị Dạ Hương. “Đặt phòng khách sạn Qua mạng Xã hội: Mối Liên kết các Quan điểm giữa Lý thuyết hành Vi hoạch định Và Mô hình chấp nhận công nghệ, trường hợp Nghiên cứu tại Việt Nam”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 22, số p.h 2, Tháng Hai 2024, tr 12-19, https://jst-ud.vn/jst-ud/article/view/8773.
