Tác động của KOLs đến truyền miệng điện tử (eWOM) thương hiệu: Vai trò của niềm tin và sự gắn kết cộng đồng thương hiệu trực tuyến
0
Ngày xuất bản Online:
05/10/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Mục tích bài viết - Sự truyền miệng từ khách hàng (WOM) đóng vai trò quan trọng trong việc ảnh hưởng những người khác về quyết định mua hay sự ưa thích thương hiệu. Sự phát triển của internet và mạng xã hội đã thay đổi cách giao tiếp của khách hàng và truyền miệng trên môi trường mạng (eWOM) càng có sức ảnh hưởng với tốc độ lan truyền nhanh. Nghiên cứu này khai thác vai trò của KOLs trong việc xây dựng eWOM thông qua việc tạo dựng niềm tin khách hàng và sự gắn kết cộng đồng thương hiệu trực tuyến. Đồng thời, sự tương tác khách hàng được kiểm tra với vai trò biến điều tiết trong mối quan hệ giữa niềm tin khách hàng và sự gắn kết cộng đồng thương hiệu trực tuyến.
Thiết kế/phương pháp luận/cách tiếp cận - Dữ liệu thu thập từ 342 người tiêu dùng tại Việt Nam thông qua khảo sát trực tuyến và được phân tích theo mô hình cấu trúc SEM, SmartPLS.
Kết quả nghiên cứu - Kết quả nghiên cứu cho thấy các đặc tính KOLs như độ tin cậy, sự ưa thích tác động tích cực đến việc xây dựng niềm tin, gắn kết cộng đồng thương hiệu trực tuyến và từ đó lan truyền truyền miệng tích cực; trong khi đặc điểm chuyên môn của KOLs không tác động đến niềm tin khách hàng.
Hàm ý/hạn chế của nghiên cứu - Kết quả nghiên cứu giúp doanh nghiệp nhận thức vai trò quan trọng của KOLs trong việc xây dưng sự gắn kết cộng đồng thương hiệu trực tuyến, từ đó tạo ra sự truyền miệng trên môi trường mạng.
Điểm độc đáo/đóng góp của bài viết - Nghiên cứu đóng góp cho lý thuyết hành vi tiêu dùng bằng cách sử dụng KOLs tác động đến sự truyền miệng thông qua việc xây dựng niềm tin và sự gắn kết cộng đồng thương hiệu trực tuyến trên môi trường mạng.
Abstract
Purpose - Word-of-mouth (WOM) from customers plays important roles in influencing others on purchase decision or brand preference because of its high credibility. The development of internet and social media networks has changed the way of customers’ communication and word-of-mouth has occurred on social media networks (eWOM). eWOM has more influence on others when it is spread quickly and approachs large number of customers. This study examines the role of Key Opinion Leaders (KOLs) in creating WOM on social media networks through customer trust and online brand community engagement (OBCE). In addition, customer interaction is used as a moderator in the relationship between customer trust and online brand community engagement.
Study design/methodology/approach - Data were collected from 342 Vietnamese consumers through an online survey and analyzed using SEM on SmartPLS.
Findings - The results show that KOL characteristics such as credibility and preference positively impact customer trust which in turn influences online brand community engagemet and eWOM while KOLs’ professional characteristic shows no significant impact on customers’ trust.
Implications/research limitations - The results raise management’s awareness regarding the important role of KOLs in building online brand community engagement to elicit eWOM on social media networks.
Originality/contribution - This study significantly contributes to the consumer behavior theory by using KOLs to create eWOM through building customer trust and online brand community engagement in online environment.
Từ khóa
Người có sức ảnh hưởng (KOLs); Niềm tin khách hàng; Sự gắn kết cộng đồng thương hiệu trực tuyến; Sự truyền miệng điện tử (eWOM)
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
D12 - Consumer Economics: Empirical Analysis - D19 - Other - Household Behavior and Family Economics, M31 - Marketing - Marketing and Advertising
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Trích dẫn bài báo
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