Khám Phá Giá Trị Thương Mại Của Mạng Xã Hội
Tóm tắt
– Mục đích của bài báo này là để hiểu các yếu tố ảnh hưởng đến sự sẵn lòng của người tiêu dùng trong việc sử dụng các trang Facebook của công ty và truyền miệng điện tử (e-word-of-mouth) bằng cách đề xuất và kiểm nghiệm một khung lý thuyết được truyền cảm hứng từ các lý thuyết trong lĩnh vực marketing và hệ thống thông tin. Các tác giả tin rằng chỉ khi áp dụng cả hai lý thuyết này, chúng ta mới có thể có cái nhìn hoàn chỉnh hơn về mối quan hệ giữa trải nghiệm thương hiệu và Facebook. Mô hình nghiên cứu cố gắng minh họa các yếu tố theo động lực nội tại và ngoại tại của khách hàng và ảnh hưởng của chúng đến trải nghiệm thương hiệu, lòng trung thành với trang Facebook của thương hiệu và truyền miệng điện tử (E-WOM).
– Các tác giả đã áp dụng phương pháp khảo sát trực tuyến để thu thập dữ liệu. Đối tượng mà các tác giả đã sử dụng là người dùng Facebook. Dữ liệu được thu thập tại Đài Loan vào mùa xuân năm 2011. Sau đó, các tác giả đã sử dụng mô hình phương trình cấu trúc để phân tích dữ liệu thu thập được.
– Các kết quả cho thấy rằng người dùng bị ảnh hưởng bởi các đặc điểm kỹ thuật của một trang Facebook thương hiệu, chẳng hạn như tính dễ sử dụng và tính hữu ích, có thể được cải thiện bằng cách giảm nỗ lực của khách hàng khi truy cập các trang Facebook. Các tác giả kết luận rằng nỗ lực của khách hàng ảnh hưởng đến trải nghiệm thương hiệu và từ đó ảnh hưởng đến lòng trung thành với các trang Facebook thương hiệu và E-WOM.
– Các hạn chế của nghiên cứu này liên quan đến việc điều tra quan điểm của người tiêu dùng trong một bối cảnh địa lý và khung thời gian cụ thể.
– Những đóng góp của nghiên cứu này là cả lý thuyết và thực tiễn, khi nó cung cấp những hiểu biết mới về thái độ trải nghiệm thương hiệu trong môi trường trực tuyến và những thông tin hữu ích cho các công ty muốn tự tiếp thị trên Facebook.
Từ khóa
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