Ứng dụng trí tuệ nhân tạo trong thúc đẩy mua hàng bốc đồng trên nền tảng số: Hiện trạng và các hướng nghiên cứu trong tương lai
Ngày xuất bản Online:
25/04/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Ngày nay, trí tuệ nhân tạo (AI) đã được tích hợp rộng rãi vào các nền tảng thương mại điện tử, ảnh hưởng đến nhận thức, cảm xúc, thái độ, và hành vi của khách hàng. Mặc dù có tiềm năng to lớn, chủ đề nghiên cứu về tác động của AI đến hành vi mua hàng bốc đồng trên nền tảng số, với các kết quả đa chiều vẫn chưa được quan tâm đúng mức. Thông qua việc tìm kiếm trên cơ sở dữ liệu Scopus về các nghiên cứu với đề tài liên quan, nghiên cứu này ứng dụng phương pháp trắc lượng thư mục và phân tích nội dung đối với 27 nghiên cứu, bao gồm 10 nghiên cứu nền tảng và 16 nghiên cứu về chủ đề tác động của AI đến hành vi mua hàng bốc đồng. Kết quả nghiên cứu cho thấy, tiềm năng của đề tài nghiên cứu, đồng thời xác định các nghiên cứu nền tảng đóng vai trò cơ sở lý luận và hiện trạng các hướng nghiên cứu của đề tài. Thông qua kết quả phân tích, nghiên cứu đề xuất tiếp tục mở rộng, ứng dụng các phương pháp nghiên cứu mới bao gồm việc thu thập dữ liệu theo thời gian, đối tượng khảo sát, và phương pháp đánh giá hành vi mua hàng bốc đồng; bên cạnh đó là việc tích hợp các lý thuyết mới trong ngành truyền thông - marketing nhằm đánh giá tác động của AI đến hành vi mua sắm bốc đồng trên môi trường đa nền tảng; đồng thời cần xem xét tác động dài hạn và đa chiều, qua đó đưa ra các hàm ý quản trị giúp doanh nghiệp ứng dụng AI một cách có trách nhiệm và đạo đức.
Abstract
In the world today, Artificial Intelligence (AI) has been widely integrated into e-commerce platforms, influencing customers' perceptions, emotions, attitudes, and behaviors. Despite its significant potential, the research topic concerning the impact of AI on impulsive buying behavior in digital environments, along with its multifaceted outcomes, has not received adequate scholarly attention. By searching the Scopus database for relevant studies, this research applies bibliometric analysis and content analysis methods to examine 27 studies, including 10 foundational papers and 16 studies specifically addressing the influence of AI on impulsive buying behavior. The findings highlight the potential of this research topic and identify the foundational studies that serve as theoretical underpinnings, as well as the current research trends. Building on these results, this study proposes expanding the application of new research methods, including longitudinal data collection, diversified sampling, and various approaches to measuring impulsive buying behavior. Furthermore, it suggests integrating new theories in communication and marketing to assess the effects of AI in multi-platform environments, while also examining its long-term and multidimensional impacts. Ultimately, the study provides managerial implications for businesses to apply AI in an ethical and responsible manner.
Từ khóa
Artificial intelligence; e-Commerce; Impulse buying; Systematic review
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M15 - IT Management - Business Administration, M31 - Marketing - M39 - Other - Marketing and Advertising
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Istianingsih, Kamil, I., & Suraji, R. (2022). The Role of Self-Control in the Impact of Artificial Intelligence Innovation on Lending Decisions in Online Fintech. International Journal of Applied Engineering and Technology, 4(1), 24–34.
Jain, S., & Gandhi, A. V. (2021). Impact of artificial intelligence on impulse buying behaviour of Indian shoppers in fashion retail outlets. International Journal of Innovation Science, 13(2), 193–204. https://doi.org/10.1108/IJIS-10-2020-0181
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Mandolfo, M., & Lamberti, L. (2021). Past, Present, and Future of Impulse Buying Research Methods: A Systematic Literature Review. In Frontiers in Psychology (Vol. 12). https://doi.org/10.3389/fpsyg.2021.687404
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Nguyễn Đoàn Việt Phương, & Phùng Thanh Bình (2023). Media Credibility and Re-use Intention for Information Seeking in Crisis: A Case of Cross-Platform Media Complementary Effect in Covid-19 Pandemic in Vietnam. SAGE Open, 13(4), 1–21. https://doi.org/10.1177/21582440231205169
Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60–78. https://doi.org/10.1287/isre.1070.0157
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