Những yếu tố nào khiến khách hàng dịch vụ nói “hãy mua nó bằng điện thoại di động”?
Tóm tắt
Nghiên cứu này nhằm khám phá vấn đề truyền miệng (WOM) về mua sắm di động, bao gồm các hoạt động do người tiêu dùng thực hiện bằng cách sử dụng kết nối internet không dây để thực hiện việc mua hàng. Mục tiêu là xác định các yếu tố quyết định WOM của người tiêu dùng mua sắm trên di động.
Nghiên cứu này sử dụng mô hình nguyên nhân để xem xét cách mà sự hài lòng, cảm nhận về kiểm soát, cảm nhận về sự giải trí và những chuẩn mực chủ quan ảnh hưởng đến WOM về thương mại di động. Các tác giả đã tiến hành nghiên cứu trên một mẫu gồm 447 người mua điện thoại di động tại Tây Ban Nha và áp dụng những cách tiếp cận lý thuyết khác nhau để hỗ trợ nghiên cứu.
Kinh nghiệm mua sắm, kiểm soát quá trình, ảnh hưởng của nhóm và sự hài lòng với mua sắm di động đều ảnh hưởng đến các khuyến nghị shopping WOM sau này từ những người mua sắm di động sáng tạo và tiên phong. Ngoài ra, sự giải trí, ảnh hưởng của nhóm, kinh nghiệm mua sắm và cảm nhận về kiểm soát cũng ảnh hưởng đến sự hài lòng của khách hàng trong bối cảnh mua sắm di động.
Nghiên cứu này cung cấp cái nhìn sâu sắc hơn về WOM liên quan đến mua sắm di động và đóng góp bằng cách xác định các biến quan trọng để khuyến nghị WOM liên quan đến mua sắm di động, điều này là chìa khóa trong việc lan tỏa mua sắm di động. Theo như các tác giả được biết, đây là một nghiên cứu tiên phong tại châu Âu tập trung vào các biến này để giải quyết cách đạt được WOM từ người tiêu dùng mua sắm di động và là một trong số ít nghiên cứu giải quyết WOM trong bối cảnh mua sắm di động. Nghiên cứu này dựa trên thông tin thu thập từ các người mua thực, những người tiên phong trong lĩnh vực mua sắm di động.
Từ khóa
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