Tác động của marketing truyền miệng điện tử đến ý định sử dụng dịch vụ tại nhà hàng Haidilao của người dân trên địa bàn thành phố Hà Nội
Từ khoá:
Truyền miệng điện tử, eWOM, ý định sử dụng, nhận thức kiểm soát hành vi, nhà hàng.Tóm tắt
Bài viết dựa trên 2 phương pháp: phương pháp nghiên cứu định tính và phương pháp nghiên cứu định lượng, sau đó phân tích bằng phần mềm SPSS. Dữ liệu nghiên cứu được thu với 288 phiếu trả lời hoàn chỉnh của người dân trên địa bàn thành phố Hà Nội. Kết quả cho thấy, tần suất người tiêu dùng sử dụng mạng xã hội có ảnh hưởng tới sự chấp nhận truyền miệng điện tử (eWOM), từ đó tác động tới nhận thức kiểm soát hành vi, thái độ và chuẩn chủ quan, cũng là 3 biến có ảnh hưởng tới ý định sử dụng dịch vụ nhà hàng Haidilao1. Nghiên cứu cũng cho thấy độ tin cậy của eWOM không có ảnh hưởng tới sự chấp nhận eWOM đó. Từ kết quả, nhóm tác giả đề xuất các hàm ý quản trị đối với các nhà quản trị doanh nghiệp để đáp ứng được nhu cầu của khách hàng trên địa bàn thành phố Hà Nội nói riêng và cả nước nói chung.
Phân loại ngành
Kinh tế
Tải File
Xuất bản
2023-08-20
Tham khảo
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Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention, and behavior: An introduction to theory and
research. Boston, USA: Addison - Wesley Press.
Bamberg, S., Hunecke, M., & Blöbaum, A. (2007). Social context, personal norms and the use of public transportation: Two field studies. Journal of Environmental Psychology. 27(3), 190-203.
Chang, L., Lee, Y., & Huang, C. L. (2010). The influence of E-Word-Of-Mouth on the Consumer’s Purchase Decision: a Case of Body Care Products. Journal of Global Business Management. 6(2), 1.
Cheng, S., Lam, T., & Hsu, C. H. C. (2006). Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior. Journal of Hospitality & Tourism Research. Vol. 30, No. 1, 95-116.
Cheung, C. M., Lee, M. K. and Rabjohn, N., (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet research. Vol. 18 No. 3, pp. 229-247.
D. H., Park, J. Lee, và I. Han. (2007). The effects of online consumer reviews on consumer purchasing intention: the moderating role of involvement. International Journal of Electronic Commerce. pp.125-148.
Hu & Bentler. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling. 6(1), 1-55.
Jensen Schau, Hope, Gilly, Mary C. (2003). What Are We Post? Self Presentation in Personal Web Space. Journal of Consumer Research. 30(3), 385-404.
Joseph Alba, John Lynch, Stacy Wood. (2018). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing. 61(3), 38-53.
Lee, E.-J., & Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer's photo. Computers in Human Behavior. 31(1), 356-366.
Lin, H. F. (2007). Predicting consumer intentions to shop online: An empirical test of competing theories.
Electronic Commerce Research and Applications. 6(4), 433-442.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management. 29(3), 458-468.
Nunnally J. (1978). An Overview of Psychological Measurement. Clinical Diagnosis of Mental Disorders. 97-146.
Palka, W., Pousttchi, K., & Wiedemann, D. G. (2009). Mobile word-of-mouth - A grounded theory of mobile viral marketing. Journal of Information Technology. 24, 172-185.
Pavlou, & Fygenson. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly. 30(1), 115-143.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods. 40(3), 879-891.
Reza Jalilvand, Mohammad; Samiei, Neda. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, Vol. 30 No. 4, pp. 460-476.
Serra Cantallops, Antoni; Salvi, Fabiana. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management. 36, 41-51.
Sussman, Stephanie Watts; Siegal, Wendy Schneier. (2003). Informational Influence in Organizations:
An Integrated Approach to Knowledge Adoption. Information Systems Research. 14(1), 47-65.
Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal.
Xiaoli. (2020). Development of the Social Media Engagement Scale for Adolescents. Frontiers in psychology. 11, 701.
Yubo Chen, Jinhong Xie. (2004). Online Consumer Review: A New Element of Marketing Communications Mix. Management Science. 54(3), 477-491.
Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention, and behavior: An introduction to theory and
research. Boston, USA: Addison - Wesley Press.
Bamberg, S., Hunecke, M., & Blöbaum, A. (2007). Social context, personal norms and the use of public transportation: Two field studies. Journal of Environmental Psychology. 27(3), 190-203.
Chang, L., Lee, Y., & Huang, C. L. (2010). The influence of E-Word-Of-Mouth on the Consumer’s Purchase Decision: a Case of Body Care Products. Journal of Global Business Management. 6(2), 1.
Cheng, S., Lam, T., & Hsu, C. H. C. (2006). Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior. Journal of Hospitality & Tourism Research. Vol. 30, No. 1, 95-116.
Cheung, C. M., Lee, M. K. and Rabjohn, N., (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet research. Vol. 18 No. 3, pp. 229-247.
D. H., Park, J. Lee, và I. Han. (2007). The effects of online consumer reviews on consumer purchasing intention: the moderating role of involvement. International Journal of Electronic Commerce. pp.125-148.
Hu & Bentler. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling. 6(1), 1-55.
Jensen Schau, Hope, Gilly, Mary C. (2003). What Are We Post? Self Presentation in Personal Web Space. Journal of Consumer Research. 30(3), 385-404.
Joseph Alba, John Lynch, Stacy Wood. (2018). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing. 61(3), 38-53.
Lee, E.-J., & Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer's photo. Computers in Human Behavior. 31(1), 356-366.
Lin, H. F. (2007). Predicting consumer intentions to shop online: An empirical test of competing theories.
Electronic Commerce Research and Applications. 6(4), 433-442.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management. 29(3), 458-468.
Nunnally J. (1978). An Overview of Psychological Measurement. Clinical Diagnosis of Mental Disorders. 97-146.
Palka, W., Pousttchi, K., & Wiedemann, D. G. (2009). Mobile word-of-mouth - A grounded theory of mobile viral marketing. Journal of Information Technology. 24, 172-185.
Pavlou, & Fygenson. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly. 30(1), 115-143.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods. 40(3), 879-891.
Reza Jalilvand, Mohammad; Samiei, Neda. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, Vol. 30 No. 4, pp. 460-476.
Serra Cantallops, Antoni; Salvi, Fabiana. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management. 36, 41-51.
Sussman, Stephanie Watts; Siegal, Wendy Schneier. (2003). Informational Influence in Organizations:
An Integrated Approach to Knowledge Adoption. Information Systems Research. 14(1), 47-65.
Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal.
Xiaoli. (2020). Development of the Social Media Engagement Scale for Adolescents. Frontiers in psychology. 11, 701.
Yubo Chen, Jinhong Xie. (2004). Online Consumer Review: A New Element of Marketing Communications Mix. Management Science. 54(3), 477-491.
