Phân tích nhận thức rủi ro của người tiêu dùng thế hệ Y và thế hệ Z trong việc mua sắm nông sản tươi trực tuyến trên địa bàn Thành phố Hồ Chí Minh
Ngày xuất bản:
25/04/2025
Ngày xuất bản Online:
25/04/2025
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu đã đạt được mục tiêu đề ra là phân tích nhận thức rủi ro của người tiêu dùng theo thế hệ trong việc mua nông sản tươi trực tuyến trên địa bàn Thành phố Hồ Chí Minh. Dữ liệu nghiên cứu được thu thập từ người dân thế hệ Y và thế hệ Z đã có mua nông sản tươi trực tuyến ở Thành phố Hồ Chí Minh, sau quá trình làm sạch dữ liệu còn 350 mẫu được đưa vào phân tích chính thức bằng phần mềm Smart PLS 3.3.3. Bẳng cách tham chiếu những nghiên cứu trước đây về nhận thức rủi ro trong hoạt động mua sắm trực tuyến có liên quan với thực tế về ý định mua sắm trực tuyến hiện nay tại địa bàn nghiên cứu, nhóm tác giả đã xây dựng mô hình nghiên cứu nhận thức rủi ro của người tiêu dùng thế hệ Y và thế hệ Z đối với ý định mua nông sản tươi trực tuyến. Kết quả nghiên cứu mô hình cấu trúc tuyến tính PLS-SEM cho thấy, những yếu tố nhận thức rủi ro có tác động tiêu cực đến ý định mua nông sản tươi trực tuyến. Bên cạnh đó cũng có sự khác biệt giữa 2 thế hệ Y và Z cũng có ảnh hưởng trong mối quan hệ giữa nhận thức rủi ro và ý định mua nông sản tươi trực tuyến. Từ đó đưa ra kết luận, một số hàm ý quản trị có giá trị tham khảo cho các doanh nghiệp kinh doanh nông sản tươi trực tuyến.
Abstract
The research achieved its goal of analyzing consumers' risk perceptions by generation when purchasing fresh agricultural products online in Ho Chi Minh City. Research data was collected from generation Y and generation Z people who bought fresh agricultural products online in Ho Chi Minh City. After the data cleaning process, 350 samples were included in the official analysis using Smart PLS software 3.3.3. By referring to previous studies on risk perception in online shopping activities related to current online shopping intentions in the research area, the authors have built a research model on the risk perception of generation Y and generation Z consumers regarding their intention to purchase fresh agricultural products online.The results of the PLS-SEM linear structural model study show that risk perception factors have a negative impact on the intention to buy fresh agricultural products online. Besides, there are also differences between generations Y and Z that also have an influence on the relationship between risk perception and the intention to buy fresh agricultural products online. From there, we draw conclusions and some management implications that are valuable references for businesses trading fresh agricultural products online.
Từ khóa
Mua sắm trực tuyến; Nhận thức rủi ro; Nông sản tươi; Thế hệ
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M10 - General - Business Administration, M31 - Marketing - M37 - Advertising - Marketing and Advertising
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Trích dẫn bài báo
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