Xu hướng mua sắm ngẫu hứng trong thương mại phát trực tiếp ở Việt Nam
Xuất bản: tháng 7 25, 2026
Tóm tắt
Bài nghiên cứu phân tích ảnh hưởng của niềm vui từ xu hướng mua sắm ngẫu hứng (MSNH) trong môi trường thương mại phát trực tiếp. Nghiên cứu dựa trên các yếu tố tần suất mua sắm và tần suất xem, đồng thời xem xét yếu tố trung gian là xu hướng MSNH và cảm xúc của người tiêu dùng trong quá trình mua sắm trực tuyến. Kết quả cho thấy tần suất xem và tần suất mua sắm có tác động tích cực đến xu hướng MSNH, từ đó ảnh hưởng trực tiếp đến quyết định mua sắm của người tiêu dùng.
Từ khóa
niềm vuixu hướng mua sắm ngẫu hứngthương mại phát trực tiếp
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