Các yếu tố nhận thức và cảm xúc thúc đẩy hành vi mua sắm bốc đồng trực tuyến trong trải nghiệm dòng chảy
Published: July 26, 2026
Abstract
Nghiên cứu này khám phá mối quan hệ giữa trải nghiệm dòng chảy (flow experience), trải nghiệm người dùng (bao gồm yếu tố cảm xúc và nhận thức), và hành vi mua sắm bốc đồng trực tuyến. Sử dụng mô hình phương trình cấu trúc PLS-SEM trên dữ liệu thu thập từ 560 người tiêu dùng trực tuyến, kết quả cho thấy trải nghiệm dòng chảy có tác động tích cực đến cả trải nghiệm cảm xúc và trải nghiệm nhận thức của người dùng. Các trải nghiệm này lần lượt ảnh hưởng đáng kể đến hành vi mua sắm bốc đồng, trong đó trải nghiệm nhận thức có tác động mạnh nhất. Kết quả nghiên cứu góp phần phát triển lý thuyết về dòng chảy trong bối cảnh mua sắm kỹ thuật số, đồng thời đưa ra các hàm ý thực tiễn trong việc nâng cao mức độ tương tác của người dùng và tối ưu hóa thiết kế giao diện nhằm thúc đẩy hành vi mua sắm bốc đồng.
Keywords
trải nghiệm dòng chảytrải nghiệm cảm xúctrải nghiệm nhận thứcmua sắm trực tuyến theo cảm tínhthương mại điện tửPLS-SEM
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