Số phát hành: Số 15 - Tháng 6 - 2023Quản trị - Quản lý
Các nhân tố ảnh hưởng đến ý định mua hàng trực tuyến của người tiêu dùng: Nghiên cứu thực nghiệm tại Thành phố Hồ Chí Minh
Xuất bản: tháng 7 23, 2026
Tóm tắt
Nghiên cứu này nhằm xác định các yếu tố ảnh hưởng đến ý định mua hàng trực tuyến của người tiêu dùng tại Thành phố Hồ Chí Minh. Kết quả cho thấy có 4 yếu tố, bao gồm: cảm nhận tính hữu dụng, chuẩn chủ quan, niềm tin và cảm nhận về sự thích thú, có ảnh hưởng tích cực đến ý định mua hàng trực tuyến của người tiêu dùng. Trong khi đó, yếu tố cảm nhận rủi ro lại có tác động ngược chiều đến ý định mua hàng trực tuyến của người tiêu dùng. Dựa trên kết quả nghiên cứu, một số giải pháp được tác giả đề xuất nhằm giúp các nhà quản lý và nhà bán lẻ thu hút thêm người tiêu dùng mua hàng trực tuyến.
Từ khóa
mua sắm trực tuyếný định mua hàng trực tuyếnThành phố Hồ Chí Minh
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