NGHIÊN CỨU ẢNH HƯỞNG CỦA TIẾP THỊ VIDEO NGẮN TRỰC TUYẾN ĐẾN HÀNH VI TIÊU DÙNG SẢN PHẨM VĂN HÓA

Các tác giả

  • Hà Đình Hùng Trường Đại học Văn hoá, Thể thao và Du lịch Thanh Hoá
  • Trần Nguyễn Hồng Hải Trường Đại học Văn hoá, Thể thao và Du lịch Thanh Hoá

DOI:

https://doi.org/10.54163/ncdt/277

Tóm tắt

Tiếp thị video ngắn trên các nền tảng xã hội như Facebook, Youtube, Tiktok, Instagram, Zalo,… đã thay đổi cách doanh nghiệp tiếp cận thị trường trực tuyến và xây dựng thương hiệu. Nghiên cứu tại Thành phố Hồ Chí Minh với mẫu 300 người tiêu dùng và dữ liệu được phân tích bằng Smart PLS 3.0 và SPSS 26.0 đã chứng minh rằng tiếp thị video ngắn trên mạng xã hội ảnh hưởng gián tiếp đáng kể đến y định mua trực tuyến sản phẩm văn hóa. Bốn yếu tố quan trọng ảnh hưởng đến thái độ và đến ý định mua hàng bao gồm nội dung thú vị, trải nghiệm dựa trên kịch bản, nhận thức độ tin cậy của thông tin và sự hữu ích của thông tin. Nghiên cứu này mang ý nghĩa quản trị quan trọng cho những người làm tiếp thị sản phẩm văn hóa nhằm thu hút được các phân khúc khách hàng mục tiêu trong thời đại kỹ thuật số

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Tải xuống

Đã Xuất bản

2024-03-31

Số

Chuyên mục

KHOA HỌC, GIÁO DỤC VÀ CÔNG NGHỆ