Ứng dụng mô hình UTAUT2 và nhận thức rủi ro: Nghiên cứu hành vi mua sắm nông sản tươi trực tuyến tại Thành phố Hồ Chính Minh, Việt Nam
Ngày xuất bản:
26/12/2024
Ngày xuất bản Online:
25/12/2024
Chuyên mục:
Bài nghiên cứu
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này tập trung nghiên cứu các yếu tố ảnh hưởng đến hành vi mua sắm nông sản tươi trực tuyến của người tiêu dùng trên địa bàn Thành phố Hồ Chí Minh. Dữ liệu nghiên cứu thực nghiệm được thu thập qua việc khảo sát 500 người dân tại địa bàn nghiên cứu, dữ liệu sau khi thu thập và làm sạch còn lại 360 mẫu và được xử lý bằng phần mềm Smart-PLS phiên bản 3.3.3. Dữ liệu phân tích được thực hiện thông qua mô hình phương trình cấu trúc bình phương nhỏ nhất từng phần (PLS-SEM) trong hai giai đoạn, tức là mô hình đo lường và mô hình cấu trúc. Thông qua việc phân tích mô hình cấu trúc tuyến tính SEM và kiểm định ước lượng mô hình bằng Bootstrap, nhóm tác giả đã khám phá ra rằng, điều kiện thuận lợi, thói quen và nhận thức rủi ro có ảnh hưởng đến ý định và hành vi mua sắm nông sản tươi trực tuyến. Chúng tôi đề xuất một số giải pháp có giá trị tham khảo nhằm giúp các doanh nghiệp gia tăng quyết định mua sắm nông sản tươi trực tuyến của khách hàng.
Abstract
This study focuses on studying the factors that affect the online shopping behavior of consumers of fresh agricultural products in Ho Chi Minh City. Experimental research data was collected by surveying 500 people in the research area. After collection and cleaning, 360 samples remained and were processed with Smart-PLS software version 3.3.3. Data analysis was performed through partial least squares structural equation modeling (PLS-SEM) in two stages i.e., measurement model and structural model. Through analyzing the linear structural model SEM and testing model estimates using Bootstrap, the authors discovered that favorable conditions, habits, and risk perception impact on intention and behavior. We have proposed several reference-worthy solutions based on the research findings to help businesses enhance customers' decisions to purchase fresh agricultural products online.
Từ khóa
Hành vi mua sắm nông sản tươi; Mua sắm trực tuyến; Nông sản tươi; Ý định mua sắm nông sản tươi
Chi tiết bài viết
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Trích dẫn bài báo
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