Đề xuất mô hình nghiên cứu ảnh hưởng của trí tuệ nhân tạo đến ý định mua hàng trên nền tảng mạng xã hội
Xuất bản: tháng 7 28, 2026
Tóm tắt
Nghiên cứu nhằm mục đích tổng quan các lý thuyết và nghiên cứu trước đây, nêu ra các hạn chế và khoảng trống của các nghiên cứu trước. Nhóm tác giả xây dựng các giả thuyết và đề xuất mô hình nghiên cứu mối quan hệ giữa cá nhân hóa cảm nhận, giá trị quảng cáo, sự phiền nhiễu ảnh hưởng đến thái độ đối với quảng cáo và ý định mua hàng trên nền tảng mạng xã hội thông qua vai trò điều tiết của trí tuệ nhân tạo (AI). Kết quả nghiên cứu đã xây dựng được 7 giả thuyết cho mô hình nghiên cứu.
Từ khóa
cá nhân hóaquảng cáomạng xã hộiý định mua hàng
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