Các yếu tố tác động đến ý định mua sách và văn phòng phẩm trực tuyến
Published: July 12, 2026
Abstract
Bài nghiên cứu nhằm xác định các yếu tố tác động đến ý định mua sách và văn phòng phẩm trực tuyến thông qua khảo sát 225 phiếu. Kết quả phân tích chỉ ra có 5 yếu tố tác động thuận chiều đến ý định mua sắm trực tuyến, bao gồm: Sự thuận tiện, Chất lượng dịch vụ, Nhóm tham khảo, Sở thích cá nhân và Giá sản phẩm. Dựa trên kết quả này, nghiên cứu đề xuất các hàm ý quản trị thiết thực nhằm giúp các doanh nghiệp hoạt động kinh doanh sách và văn phòng phẩm cải tiến quy trình mua bán, tối ưu hóa tiện ích, đa dạng chính sách giá và hoàn thiện chăm sóc khách hàng. Qua đó, doanh nghiệp có thể nâng cao hiệu quả kinh doanh.
Keywords
ý định mua trực tuyếnsách và văn phòng phẩmthương mại điện tửngười tiêu dùng
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