TAPCliCONBTIirirNG
ANH HlTONG CUA DANH GIA TRlTC TUYEN DEN QUYET DjNH MUA HANG
TREN CAC TRANG B2C
• PHAM QUOC HUAN - PHAM THI MAI QUYEN
TOM TAT:
Thong qua ly luan \a ihirc tc. bai \ ici dua ra anh hucmg ciia danh gia tr^rc tuydn d^n quyet djnh mua hang tren cac trang B2C. Kci qua cho th§y. quyel dinh mua hang cua ngirai lieu diing du(?c coi la bi^n phu thuoc: binh luan. s6 lugng d^nh gi^, chSt lu^ng binh luan dugc coi 1^ bi6n dpc lap; khach hang cam nhan rui ro la bi^n irung gian.
Tir kh6a: Danh gia trye tuydn, truydn mi?ng di?n tu, quydt dinh mua hang, B2C.
1. Dat vande
Truyen mieng didn lir la viec khach hang (KH) khi mua hang tren mang tham khao nhirng binh luan cua khach hang khac da mua hang tarac do (ve san pham. thai do phue vu cua nguai ban hang), thong qua \ ICC chia se nhihig binh luan (Sun el al. 2006).
Caeh ghi trich dan iru\en midng dien tu dugc phiin thanh dong bp lni\en thong \a khong d6ng bp iruydn llioiig Doi \di dong bo truydn thong, chu the iziao tidp yeu cau trong qua trinh giao tidp bit bupc phai online - phong thu am, phong \ideo noi chu\en. thao luan true luyen). Con vcri khong d6ng bp iruydn thong, chii thd giao luu khong b^i bupc phai dong ihoi tren mang - bang tin. viing thao luan, email (Deng. 2006). \ 6 i ham ciia truydn mieng didn tu chinh la con nguai ihong qua trang mang Ac chia sc cac kmh nghiem mua hang ve san pham ciing nhu thai dp phue \u khi su dung san pham (slephen.2011). Djnh nghTa nay ciing phan anh linh tucmg lac manh me cua iru>en midng dien tu.
Truyen mi?ng didn tu dugc phan anh bang cac chi so nhu so lugng. cuong dp. phucmg sai, danh gia tieu cue (zhang \ a cong su. 2014)
Nghidn ciru \ e binh luan cua khach hang true tu\cn. Bickart \a Schindler (2001) cho rang, binh
luan ir^c tuydn la mpt trong nhirng phucmg thirc tniyen midng didn lir, anh huong quan irpng ddn quydt djnh mua hang cua KH. Tir nhirng nghidn ciru thvrc nghidm \d binh luan in/c tuyen, di;a trdn ly Ihuyet ve dinh huong hanh vi, Hao (2010) su dung phuang phap djnh huang va djnh lugng dd nghidn ciru tac dpng ciia binh luan true tuyen d6i vai hanh vi mua ciia KH tir 2 khia canh; Nhan thirc cua nguoi tieu dimg va quydl dinh mua hang.
Dua theo cac nghien cim truac do, bai vidl djnh nghTa ve danh gia true tuydn nhu sau; Danh gia iri;c tuydn la vide khach hang sau khi mua hang, thong qua vide cho diem, mo la van ban, hinh anh vd thupc tinh san pham cung nhu mirc dp hai long cua hp vai website hay thai dp phue vu ciia nguoi ban. DSc biet, nhiing binh luan cang eu thd, chi tiet eang thu hill dugc khach hang khac quan tam va lly do la ca so Iham khao khi quydl djnh mua hang.
Mo hinh 5 giai doan quyet djnh mua hang ciia nguoi tidu diing la mpt cong cu dugc cac nha nghien ciru sir dimg rpng rai dd bidu hem vd hanh vi ngucri lieu dimg (koller \a kelle. 2006). (Hinh 1)
Thuang mai didn lu B2C 6 Vidl Nam la mpt irong nhirng thj trucmg co loc dp tang truong nhanh nhal o khu vue Dong Nam A. voi chi s6CAGR (i6c dp tang truong hang nSm kep) tir nam 2013 ddn
KINH DOANI
Nhan thirc
Hinh 1:5 giai dogn quyet djnh mua hang cua khach hang
Danh gia Tim kiem
thong tin
Quyet dinh mua
Hanh dong sau mua
^iif la .'^2.3%- \oi khoi lugng khoang 5,5 ti EUR vaonSm 2017. Thj trucmg Viet Nam du bao tiep mc Ung tmdng manh voi CARG khoang 14% vao giai do^n 2017 - 2020, chidm khoang 5,2% long doanh sobanle.
Hidn Ii". cac nghien ciru vd anh hucmg eiia binh lu^n trdn cac trang B2C ddn quydt dinh mua hang ciia KH lgi Vict Nam chua nhidu. Do do. bai \ iei dirge ihirc hidn nham kidm chung anh huong ciia dinh gii trvre luyen den quyel djnh mua hang.
2. ((I SI) h thuyet
Zhang \;i cpng s\f (2014) da dd cap nghidn eim ciia minh \c s\r lan truyen ciia du luan trdn mang KS hpi. Npi dung ciia bai dang trdn mang \a hoi co sire lan toa lan thong qua cac video, hinh anh. kich ihich thi giac ciia nguiyi xem cung nhu luu lai trong tri nho cua hp. Ngoai ra, nguai xem con lan truydn nhihig thong tin do thong qua niit chia se. Thong tin cang da dgng phong phii, cang thiic day su chii y va nh^n biel cua nguai nhan thong lin. Tac gia tin rang, danh gia cua khach hang tai cae trang web B2C co tic dpng tuang tu nhu hidu qua su dung mang xii hpi. nhirng binh luan da dang \a eo Ipi se chidm diK?c niem lin eua KH Tir do, dua ra gia thiet HI:
HI. Sg da dgng cac ddnh gid ci'ia ngir&i neu dimg Inrc tuyen dnh hirang lich cue den quyel dinh mua hdng ciut ngirdi lieu dimg.
Doi \ai ngucri lieu dimg co hanh \ i thidn huong iheo so dong. nhieu thong tin binh luan co thd tang xac suat co dugc thong tin hiru ich. Theo do. gia thiel H2 dugc dd xudt:
H2: Sd luang ddnh gui cua ngirdi lieu diing n-irc tuyen dnh hirang tich cue den quvel dinh mua hdng eua ngirdi lieu diing
Chai lugng thong tin dugc do bang hidu iing hap thy CU.I nao nguoi nhan doi \ai thong tin nhan xel. Cac chi sii xac dinh hidu ung hap thu na\ bao gom miic dp hieu biet, muc dp Uen quan \a miic dp tin tuong. Park \a cgng si; (2007) nhdn manh
rang, thong tin chat lugng cao c6 cac dac didm vd linh trung ihuc. tinh khach quan va dp lin cay trong nghien cim. Theo do. gia thidt H3 dugc dc xuat,
H3: Chdt lirgng ddnh gid cua ngudi lieu diing Inrc luyen anh hirdng lich cue den qiivct dinh mua hdng L mi ngirdi lieu dimg
Forman \a cpng su (2008) da lim ihay trong nghien euu rang, nhiing binh luan mang tinh trung lap CO tae dgng nho den nguai lieu diing. Cac danh gia tich cue \a lieu cue eo tae dpng eao han dang ki} so \ cTi cac danh gia trung lap. Theo do. gia ihuyel H4 dugc dd xuat:
H4- Tinh chdt cuu ddnh gid ngirdi lieu dimg n irc tuyen dnh Inrdng tich cue den quyel dinh mua hdng cua ngirdi lieu dimg.
Trong nen lang mang B2C, ngucri tidu diing tiem nang khong the phan biet dp tin cay cua nguai danh gia trong binh luan ma chi co thd thay cap dp thanh vidn eiia hp. Nhirng nguoi danh gia co xep hang thanh vidn cao cho thay rang hp da co nhidu kinh nghiem mua sam hem tren nen lang nay \a kinh nghiem mua hang ciia hp dang dd tham khao. Do do.
bai \ idt dd xuat gia thuydt H5:
H5: Cap do thdnh vien cua ngudi ddnh gid anh hirang lich circ den quyel dinh mua hdng cua ngudi lieu dimg.
\'i mua sam true tuyen khong the liep xiic true tidp \ai hang hoa hoae dich vu thuc te, nguoi tidu dung khong the xae djnh nii ro mua hang. Nhirng nguoi lieu diing co kha nang chuyen nghiep manh me chli ydu dua vao kha nang cua chinh hp khi dua ra quydt djnh mua hang \ a hp it khi tham khao danh gia eiia ngucri tidu diing true tuydn hon. Vi vay, kci qua qu>ei dinh ciia hp it bi anh huong boi danh gia ciia nguai tieu dimg true tuydn va ngugc lai. Tir do.
bai viet dd xuat gia thuyet H6:
H6: Kha ndng chuyen nghiep cua nguai mua hdng anh hudng ngugc chieu den quyel dinh mua hdng cua ngirdi lieu diing-
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TAP GUI coNt Tiirime
Hinh 2: M6 hinh nghien cuU
Hinh ihiJc danh gia (A)
So luong danh gia (B)
Chai luong danh gia (C)
Tinh chat danh gta (D)
Cap bae thanh \idn danh gia (E)
Su chuyen ngtuep ciia nguoi mua (F)
Ruirokl-.jch hang cam nhan (G)
Qu>dt dinh mua (H)
Truyen midng dong mot vai tro quan trpng trong cam nhan \e nii ro ciia nguai neu diing iiem nang.
Moi nguoi trao doi thong tin \e mpt san pham dd giam di rui ro ma hp cam nhan. Do do. qua trinh nguoi lidu diing dua ra quyet dinh mua hang ciing la qua trinh kham pha va giam thieu cam nhan rui ro.
Danh gia cua nguai lieu diing true tuydn anh huong ddn quydl djnh mua hang ciia ngucri tidu diing bang each anh huong den cam nhan \d su nii ro cua hp.
Tir do. bai \ lei tiep lye dd xuat gia ihuydt H7:
ir. Cam nhdn ve rui ro LUU ngirdi tieu diing ddng vai ird irung gum irong lac ddng ddnh gid ciia ngirdi licit dung irirc luyen ddi vdi quyel djnh nniu hdng cua ngudi nen dimg.
Nguai tieu dimg nhan thay mirc dp nii ro khac nhau o cae giai doan khac nhau eua quy trinh quyet dinh mua hang. Nguai tidu diing tidm nang nhan tha\ rill to Ion han khi lim kiem ihong tin san pham.
Voi \iec thu thap va phan tich ihong tm danh gia.
nii ro ma ngucri lieu diing cam nhan giam dan. co lgi eho vide dua ra qu> di dinh mua hang. Do do. bai
\idl dd xuat gia thu>el HS:
HS: Cdm nhdn ve rui ro cua ngirdi lieu diing anh hirdng ngugc chieu den quyet dinh mua hdng cua ngirdi lieu dimg.
Dya vao cac gia dinh trdn. mo hinh ly thuyet ciia nghidn ciru dugc the hipn trong Hinh 2.
3. Phirong phap nghien ciru
Do lucmg bien: Thang do dugc Ap dyng trong b^i vidl CO 8 phan % a long cpng 26 myc. Trong do, hinh Ihirc ciia binh luan danh gia tham khao bang hoi ciia Zhang (2014); ehat lugng ciia cac danh gia va cam nhan nii ro ciia nguai lieu dimg tham khao bang hoi ciia Xiao (2008); chat lugng ciia danh gia tham khio bang hoi cua Zhou (2010); kha nSng chuyen mon cua ngucri nhan ap dung bang hoi ciia Dai Lanling (2014); thuoc do miic dp thanh vidn ciia ngucri danh gia tir cac cupc phong van quy mo nho.
Lua ehpn va thu thap m^u, Theo d5c diem cau triic ciia cu dan mang Viet Nam \a ngucri dimg mua sam true tuyen. miu nghidn cuu nay chu yeu chpn sinh vidn dai hpc (bao gom dai hpc, smh vien dai hpc va sau dai hgc) \a nhan vidn cua c^c doanh nghiep, to chue. Vide phan phoi bang cau hoi keo dai gan hai thang Tong cpng co 275 cau hoi trye luyen da dugc thu thap, bao gom 234 cau hoi hgp I? - vai ty Id thu hoi hidu qua la 85,1 %
4. Ket qua phan tich
Phan lich thdng ke mo ta: So lidu thong kd mo ta cua 234 dir lidu mau hidu qua thu ,l,r,,, nhu sau-
KINH DOANI
Bang 1. Phan tich tUdng quan
A Pearson 6 Pearson C Pearson DPearson E Pearson E Pearson G Pearson H Pearson
A
M
B . 3 2 3 "
1 1
1
l- -
1
C . 3 3 1 "
. 6 5 2 "
1
1
1
D . 3 1 3 "
. 5 3 2 "
. 5 9 8 "
1 E .379"
. 3 1 0 "
. 3 4 8 "
. 3 9 1 "
1 F
3 0 5 "
3 6 4 "
. 4 5 1 "
. 3 7 8 "
. 4 7 4 "
1 G -0 2 2 "
- . 5 3 3 "
- . 5 4 4 "
- . 6 1 8 "
- . 3 3 2 "
- . 4 0 2 "
1 H
2 0 7 "
6 4 0 "
. 5 9 3 "
. 6 8 6 "
. 3 6 5 "
.338"
- . 7 3 7 "
1} Ve gicii tinh, phu nil' chidm 56% va nam gioi 4(1%. Doi v6i tudi, 44.9% la 24 - 28 tuoi. D6i voi giao dye. sinh vidn dai hgc va sau dai hpc ehiem 41.9% v;i 44"/li - chidm khoang 83.9% long so.
II) \'c lien luang, ty Id nguoi dupe hoi tir 6 -10 tnfudong la 29.9% va ly 1? ngucri dugc hoi eo thu nhjp hang thing dual 6 tridu dong la khoang 29,1 %.
iii) Vd thai gian trye luyen moi luan, 76,9%
ngucri diing danh 7 ngay mpt tuan trye tuyen, so lirpng mua hang 1 • 2 lan trong ihang - khoang 42.7% \;i .i4.2"'ii cho so lugng mua hang 3 - 5 lan irong thang.
H? so Cronbach's Alpha dugc su di.ing de kiem Ira dp tin cay ciia bang cau hoi. Thong qua phan tich da lidu. hd so Cronbach's Alpha ciia thang do tong la 0.938 \ a he so nay > 0,6. Tren ca so kdl hgp thir nghidm iruac ciia bang cau hoi co the khang dinh ring, thang do dugc ap dung boi bang cau hoi la dang tin cay.
Bai \ iei su dyng SPSS 24.0 dd phan lich nhan t6 khim pha nham xac djnh xem bang cau hoi co hgp K' hay khong. Truac hdt. nghidn cuu da tidn hanh Ihii nghiem KMO va Bartlett. Kdt qua kiem tra cho iha>. KMO = 0.903; sig = 0.000 <0.05. Do do. m6i nrong quan giira cac bien la cao, phii hgp cho phan tich nhan t6.
Phan tich luong quan: Nhu co the tha\ trong Bang 1. hinh Ihuc danh gia (A), sii lugng (B). chdt l i ^ g (C). hi^u luc (D). mirc dp thanh \idn cua
ngucri binh luan (E). kha nang chuydn nghidp cua ngucri nhan (F) va quydt dinh mua hang ciia ngucri neu dimg (H) c6 mdi nrong quan tich cyc. Dieu do CO nghTa la 6 bien dpc lap nay ddu anh huong tich eye den quyel dinh mua hang cua KH.
Cam nhan ve nii ro eiia nguoi lieu dimg (G) va quydt dinh mua hang ciia nguoi lidu dimg (H) co moi tuong quan ngugc chidu dang kd, nghTa la cam nhan \e nii ro ciia nguai tidu diing ngugc chidu vai quydt dinh mua hang ciia hp. Kel qua phan tich tuong quan dugc thd hien trong Bang 1, buoc dau xac nhan cac gia dmh HI - H6 va H8.
Bang 2. Kiem nghiem hieu ufng trung gian cua nJi ro l(hach hang com nhqn
A B C D E F G
0.247 0.003 0.034 0.000 0.539 0.043
0 02 0.012 0.002 0.000 0.068 0.859 0.000
0.038 0.219 0.016 0.000 0.081 0.189 0.000
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TAP cii CONC TltfdNG
Cac thu nghidm anh huong ciia bidn tning gian cam nhan \ e rui ro ciia nguoi lieu dimg. Theo quan diem cua Wen (2(114). sul6n tai ciia hidu ling tnmg gian la lien de cho bien dgc lap eo anh hucmg dang kd ddn bidn phu thupc. Cae ket qua hdi quy phan tang duge ihe hi?n trong Bang 2: A (= 0.135. P
<0.05), B (= 0.155. P 0.05), (= 0.10. P ^ 0.05).
D (P = 0.473, P < 0.05) CO moi lucmg quan ducmg dang kd \ai H. nghTa la HI • H4 dugc thiet lap; E (=0.099, P->0.05). F(p =-0.010. P - 0 0 5 1 khong lien quan ddn H, nghTa la H5 - H6 khdng dugc thidt lap. G CO tuong quan ty Id nghich \ai H {= -0.737.
P <0.05). nghia la H8 dugc thidt lap. B (= -0.195.
P <0.05). C (= -0.152, P <0.05), D (= -0.383. P
<0.05) tuang quan dang ke \ai G. sau khi thdm cac bidn trung gian. G co tuong quan dang ke \cri H (0.449. P <0.05) va anh huong cua C ddn H giam (= 0.142. P = 0.016). Co thd th^y r^ng. G eo lac dung trung gian mot phan giua C \a H. Do do. H7 dugc thanh lap.
5. Khuyen nghj
Tir kdl qua nghidn ciru \a thao luan a trdn, bai vidl dua ra mot so khuydn nghj vai cac trang mang B2C nhu sau;
Thir nlidl. cac trang B2C can chii ddn vide thidt lap dp tin cay cua he thong danh gia mang. Vcri su phat tridn cua eac nen lang mua sam iryc tuyen, cac eong ty dang dan chu y ddn cac danh gia true Ki>en, \i \ay mtit so doanh nghidp tham chi con
•luan t\' khong dimg cac danh gia ciia nguoi tidu Jinig Hue Uijdn Vi du Ngucri ban xoa cac danh gia \au trong san pham hoae thud nguai dd quel hda don \a thuc hidn cac giao dich ao dd doi lly cac danh gia lot. Tu> nhien, cac phuang phap quan 1\' thdng lin nhan xel khdng phii hgp neu irdn duoc dua ra voi sy cai tidn cua cong nghd nen tang ben thir ba \a tiep \iic voi nguai tidu dimg. Do do.
doanh nghidp ndn cai thidn nidm tin eiia nguoi tidu diing ihdng qua viec cung cap cae san pham \a dieh \u ciia chinh hp.
Thd hai. lang cuong quan ly danh gia nguai lieu dimg true tuydn. Thong qua phan tich, nguai la tha\ rang, hinh thuc. so lugng. chat lugng \a tinh chat ciia cac danh gia co tac dpng dang ke den qu\ei djnh mua hang cua ngucri tidu diing. Cac
hinh thirc danh gia cang da d^ng. eJng co lgi eho danh gia. Cac cong ty eo the khuyen khich khach hang tieh cyc binh luan han bang each tich diem cho hp thong qua nbiiTig nhan \ei. hinh anh sau khi mua hang dugc dSng ldn binh luan. So lugng danh gia phan anh doanh sd ciia san pham \ a la sy phan anh trye quan \d mire do pho bidn ciia san pham.
Vi vay. cac cong i> ndn co gang khuydn khich mpi ngucri tidu diing nhan xet sau khi mua hang.
Thd ha. tap irung vao danh gia tidu cue. Trong qua trinh du\ tri danh gia ciia nguai tidu dimg Iryc tuydn, can dac bidl chii y den \ iee xem xel thong lin CO dp lech lan trong cac y kidn chinh. Khi danh gid long the co xu hudng tich cue. d^e bi?t chii y den mpt vai danh gia tieu cue, boi \'\ cac d^nh gia nay CO the din ddn mgl so nguai lidu diing lir bd y dinh mua hang. Doanh nghidp nen Auqc duy tri mgt each ridng biet de hieu nguyen nhan ciia danh gia tidu diing tieu cue \a giai quydt su khong hai long ciia ngucri lieu diing.
Doi voi nguoi mua hang, tae gia cung dua ra mgt so loi khuyen nhu sau;
Thir nhdt. lya chgn nguoi ban. Ciing mpi mat hang CO rat nhidu ngucyi ban khac nhau, v^y nen lua chpn nguoi ban nhu the nao cho diing, nguoi mua CO the can eir vao so lugng m^ nguoi bdn d3 lieu Ihu dugc va so lugng eae binh luan de lya chgn nguai ban dang lin cay.
Thd hai, phan tich cac thong tin binh luan. Khi dpc danh gia san pham, chii yeu dd cap ddn hinh Ihirc, chat lugng, gia ca va muc dp thanh vidn ciia nguoi danh gia. Tim kiem cang nhidu lo^i thong tin cang t6i, giiip nguai lieu dimg hidu san phSm true quan ban. Cupc khao sal cho thdy, nhidu nguoi lieu diing khong chii y ddn mirc do ihanh vidn ciia nguai danh gia. Tren thuc le, nguai danh gii co mirc dp thanh vidn cao cho thSy ihong lin hp chia se thuang co gia trj hon ddi vai nguoi tidu dimg.
Tren day la mpt s6 khuydn nghi ddi voi nguoi ban tren cac trang B2C cung nhu ddi vdi nguoi tidu diing khi lua chpn mua hang trdn cac trang B2C.
Vdi nghidn cuu nay, hy vpng c:k doanh nghidp se chu trgng ban vd cac binh lu;m drinh gia ciia khach hang nham cai thidn san plif„n. ji^ng hda chat lugng dich vg ciia DN. tir do d r , ; , ,]in,c lone tin cua khach ii.in->
264 So 12-Thang 5/2020
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KINH DOANN
U l l i n T H V M K H A O :
1 ft'wg. S.. Bealty. S. E.. &Fo\x, W. (2004), Signaling the tmstwonhiness of small online retailers. Journal of hieractive Markeling. 18( 1). 53-69.
M M . Feh\ B . Sulherland. Paul (20041. Online Consumer Trust: A Multi-Dimensional \l.xiel, VoH/Tia/o/f/pcmw/c Ommerce in Organizations, Vol. 2.40-58.
3.Ra>port.JF.&Jaworski, B.J. (2001), E-commerce. New York McGraw Hill.
4. Pivlou, P.A., Consumer acceptance of elecUonic commerce - iniegraiing tnisi and risk with the technolog>
acceptance model. International Journal of Electronic Commerce. 7(3), 101 -134.
6. ChBllcrjee. P, (2001). Online reviews' Do consumers use them? Advances m consumer re.\eaich. 129-134.
7, Cheung. R (2014) The Influence of Electronic Word-of-\Ioutli on Information Adoplion m Online Customer Communilics'. Global Economic Review. 43(1). 42-5"'. DOI: 10.]080/122650S\ 2014 SS404S
s Tuan Minh - Dire Tai (2015). >Thuong mgi dien tir B2C: Dau trudng sinh tir. hiips://\\ tn« hrandsyielnam.cum/84im- Thtiong-mai'dien-tu-B2C-DaU'lniong-sinh-ni
N}:a> nhdn b^i: 20/4/2020
\gk} phan bifn d ^ n h gia v a sira chira: 1/5/2020
\\lii\ chap nhan dang bai: 11/5/2020
Thong tin tde gid:
PHAM QUOC HUAN - PHAM THI MAI QUVEN Khoa Kinh te - Q u a n ly, Trucfng D a i hQc Di^n lire
IMPACTS OF ONLINE REVIE\\ S ON PURCHASE DECISIONS ON B2C WEBSITES
• PHAM QUOC HUAN • PHAM THI MAI QUYEN Faculty of Economics - Business AcJmlnistration
Electric Power University
A B S T R A C T :
Based on theories and practices, this article summarizes the impact of customer's reviews on B2C websites. Results show that the purchasing decision of customers is considered a dependent vanable w hile c o m m e n t s , number o f reviews, c o m m e n t quality, etc. are viewed as independent variables u i t h an additional intermediate variable o f c u s t o m e r s ' p e r c e i \ e risk.
Ke>-«-ords: Online reviews, online word o f mouth, purchase decisions. B2C.
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