Tác động của người có sức ảnh hưởng và đánh giá trực tuyến đến thái độ và ý định mua hàng trực tuyến sản phẩm thời trang nội địa
Ngày xuất bản:
04/04/2026
Ngày xuất bản Online:
25/03/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này nhằm phân tích mối quan hệ giữa người có sức ảnh hưởng và đánh giá trực tuyến đối với thái độ và ý định mua sắm sản phẩm thời trang nội địa của người tiêu dùng trên các sàn thương mại điện tử. Dữ liệu được thu thập tại TP. Hồ Chí Minh từ 454 đáp viên đã có kinh nghiệm mua hàng trực tuyến ít nhất một lần, thông qua Google Forms. Phương pháp mô hình cấu trúc tuyến tính từng phần (PLS-SEM) được sử dụng để kiểm định các giả thuyết trong mô hình nghiên cứu. Kết quả phân tích cho thấy, cả hai yếu tố - người có sức ảnh hưởng và đánh giá trực tuyến - đều có tác động tích cực đến thái độ và ý định mua hàng thời trang nội địa. Ngoài ra, thái độ của người tiêu dùng không chỉ tác động trực tiếp đến ý định mua mà còn giữ vai trò trung gian giữa hai yếu tố kích thích (người có sức ảnh hưởng và đánh giá trực tuyến) với hành vi dự định mua hàng. Nghiên cứu mang lại những gợi ý thiết thực cho các doanh nghiệp hoạt động trong lĩnh vực bán lẻ trực tuyến như Shopee, Lazada, Tiki hay TikTok Shop trong việc khai thác hiệu quả nguồn sức ảnh hưởng từ KOLs và quản lý đánh giá trực tuyến, từ đó nâng cao cảm nhận tích cực và thúc đẩy hành vi mua sắm của khách hàng.
Abstract
This study aims to analyze the relationship between influencers and online reviews on consumers’ attitudes and purchase intentions toward domestic fashion products on e-commerce platforms. Data were collected in Ho Chi Minh City from 454 respondents who had experienced online shopping at least once, using Google Forms. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method was employed to test the hypotheses in the research model. The analysis results indicate that both factors - influencers and online reviews - have positive effects on consumers’ attitudes and purchase intentions toward domestic fashion products. Furthermore, consumer attitude not only directly influences purchase intention but also serves as a mediating factor between the two stimuli (influencers and online reviews) and the intended purchase behavior. The study provides practical implications for online retail businesses such as Shopee, Lazada, Tiki, and TikTok Shop in effectively leveraging influencer power and managing online reviews to enhance positive consumer perceptions and stimulate purchasing behavior.
Từ khóa
Đánh giá trực tuyến; Người có sức ảnh hưởng; Sản phẩm thời trang nội địa; Thái độ; Ý định mua hàng trực tuyến
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
L81 - Retail and Wholesale Trade • e-Commerce - Industry Studies: Services, M10 - General - Business Administration, M31 - Marketing - Marketing and Advertising
Tài liệu tham khảo
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Gao, Y., & Koufaris, M. (2006). Perceptual antecedents of user attitude in electronic commerce. ACM SIGMIS Database: The Database for Advances in Information Systems, 37(2–3), 42–50. https://doi.org/10.1145/1161345.1161353
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Amaro, S., & Duarte, P. (2015). An integrative model of consumers’ intentions to purchase travel online. Tourism Management, 46, 64–79. https://doi.org/10.1016/j.tourman.2014.06.006
Anubha, & Shome, S. (2021). Intentions to use travel eWOM: Mediating role of Indian urban millennials’ attitude. International Journal of Tourism Cities, 7(3), 640–661. https://doi.org/10.1108/IJTC-04-2020-0073
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70. https://doi.org/10.1016/j.jretconser.2022.103149
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067
Bhukya, R., & Singh, S. (2015). The effect of perceived risk dimensions on purchase intention: An empirical evidence from Indian private labels market. American Journal of Business, 30(4), 218–230. https://doi.org/10.1108/AJB-10-2014-0055
Bigne, E., Chatzipanagiotou, K., & Ruiz, C. (2020). Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited. Journal of Business Research, 115, 403–416. https://doi.org/10.1016/j.jbusres.2019.11.031
Bigné, E., Sanz, S., Ruiz, C., & Aldás, J. (2010). Why some internet users don’t buy air tickets online. In U. Gretzel, R. Law, M. Fuchs (Eds.) Information and Communication Technologies in Tourism 2010 (pp. 209–221). Springer, Vienna. https://doi.org/10.1007/978-3-211-99407-8_18
Cục Thương mại điện tử và Kinh tế số. (2023). Báo cáo Thương mại điện tử Việt Nam năm 2023. https://valoma.vn/wp-content/uploads/2024/05/BCTMDT2023-file-31-1-pdf.pdf
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Cheung, M., Luo, C., Sia, C., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9–38. https://doi.org/10.2753/JEC1086-4415130402
Chiou, J. S., & Cheng, C. (2003). Should a company have message boards on its web sites?. Journal of Interactive Marketing, 17(3), 50–61. https://doi.org/10.1002/dir.10059
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates, Publishers.
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.101966
De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.02685
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley Publishing Company.
Floh, A., Koller, M., & Zauner, A. (2013). Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour. Journal of Marketing Management, 29(5–6), 646–670. https://doi.org/10.1080/0267257X.2013.776620
Gao, Y., & Koufaris, M. (2006). Perceptual antecedents of user attitude in electronic commerce. ACM SIGMIS Database: The Database for Advances in Information Systems, 37(2–3), 42–50. https://doi.org/10.1145/1161345.1161353
Gu, X., Zhang, X., & Kannan, P. K. (2024). Influencer mix strategies in livestream commerce: Impact on product sales. Journal of Marketing, 88(4), 64–83. https://doi.org/10.1177/00222429231213581
Hà Ngọc Thắng, Nguyễn Thành Độ (2016). Các yếu tố ảnh hưởng đến ý định mua sắm trực tuyến của người tiêu dùng Việt Nam : Nghiên cứu mở rộng thuyết hành vi có hoạch định. Tạp Chí Khoa Học ĐHQGHN: Kinh Tế và Kinh Doanh, 32(4), 21–28. https://js.vnu.edu.vn/EAB/article/view/3877
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.
Hair, J. F., Ringle, C. M., Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
Hale, J. L., Householder, B. J., & Greene, K. L. (2002). The theory of reasoned action. In J. P. Dillard, M. Pfau, The Persuasion Handbook: Developments in Theory and Practice/Sage (pp. 259–286). SAGE Publications. https://doi.org/10.4135/9781412976046.n14
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Henseler, J, Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics, P. N. Ghauri, New challenges to international marketing (pp. 277-319). Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020014
Herrando, C., & Martín-De Hoyos, M. J. (2022). Influencer endorsement posts and their effects on advertising attitudes and purchase intentions. International Journal of Consumer Studies, 46(6), 2288–2299. https://doi.org/10.1111/ijcs.12785
Hsu, C.-L., Lin, J. C.-C., & Chiang, H.-S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69–88. https://doi.org/10.1108/10662241311295782
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