Yếu tố chọn KOC lý tưởng trên nền tảng Tiktok để tăng sức hấp dẫn mua hàng của người theo dõi, động lực đằng sau mã khuyến mãi trong những trường hợp không chắc chắn sau Covid-19
Published: July 24, 2026
Abstract
Trong khủng hoảng kinh tế hiện nay, người tiêu dùng có khuynh hướng giảm dự định mua hàng. Việc sử dụng các mã khuyến mãi của người tiêu dùng có ảnh hưởng (KOC) được xem là một giải pháp để thúc đẩy hành vi mua hàng, giúp giảm áp lực về kinh tế. Nghiên cứu này nhằm tìm hiểu các yếu tố quan trọng để lựa chọn các KOC trên nền tảng Tiktok để tăng thêm người theo dõi, từ đó kích thích hành vi mua hàng trên nền tảng này. Lý thuyết tương tác xã hội đã được sử dụng để xác định các yếu tố xây dựng thu hút của một KOC đối với người theo dõi. Kết quả cho thấy danh tiếng và sự trung thực là yếu tố quan trọng xây tạo sự thu hút của một KOC đối với người theo dõi trong dài hạn.
Keywords
người tiêu dùng có ảnh hưởngcửa hàng trên Tiktokmã khuyến mãikhủng hoảng kinh tế
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