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SINH VIÊN NGHIÊN CỨU KHOA HỌC
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Đông Á, Đông Á. (2026). MUA SẮM BỐC ĐỒNG TRONG BỐI CẢNH THƯƠNG MẠI XÃ HỘI VÀ MÀN HÌNH THỨ HAI: NGHIÊN CỨU TẠI ĐÀ NẴNG. Tạp chí Khoa học Trường Đại học Đông Á. https://js.donga.edu.vn/index.php/daujs/article/view/682
MUA SẮM BỐC ĐỒNG TRONG BỐI CẢNH THƯƠNG MẠI XÃ HỘI VÀ MÀN HÌNH THỨ HAI: NGHIÊN CỨU TẠI ĐÀ NẴNG
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Nghiên cứu này nhằm giải thích hành vi mua sắm bốc đồng của người tiêu dùng tại thành phố Đà Nẵng thông qua hành vi sử dụng màn hình thứ hai (second screen) trong bối cảnh thương mại xã hội. Dựa trên khung lý thuyết Stimulus-Organism-Response (S-O-R), nghiên cứu đề xuất mô hình phân tích vai trò của tương tác cận xã hội trong việc thúc đẩy hành vi mua sắm bốc đồng. Kết quả nghiên cứu cho thấy khi người tiêu dùng thực sự đắm chìm vào câu chuyện đang xem, sẽ làm tăng động lực sử dụng mạng xã hội và tăng việc so sánh xã hội với người nổi tiếng, hình thành mối quan hệ tương tác cận xã hội, thúc đẩy hành vi mua sắm mang tính bốc đồng của người tiêu dùng. Cùng với đó, sự tin cậy và hấp dẫn của người nổi tiếng cũng thúc đẩy người tiêu dùng hình thành mối quan hệ tương tác cận xã hội, từ đó làm tăng xu hướng mua sắm bốc đồng. Dữ liệu được thu thập bằng việc khảo sát người tiêu dùng tại Đà Nẵng và phân tích bằng mô hình phương trình cấu trúc (SEM) nhằm kiểm định các giả thuyết nghiên cứu. Kết quả nghiên cứu góp phần bổ sung những bằng chứng thực nghiệm về vai trò của mối quan hệ cận xã hội trong môi trường thương mại xã hội đa màn hình, đồng thời cung cấp hàm ý quản trị cho doanh nghiệp trong việc thiết kế chiến lược marketing tích hợp nội dung giải trí và hoạt động mua sắm.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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mua sắm bốc đồng, mối quan hệ cận xã hội, màn hình thứ hai, thương mại xã hội, so sánh xã hội
Tài liệu tham khảo
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Dong-Hee Shin, Hyeri An, & Jang Hyun Kim. (2015). How the second screens change the way people interact and learn: The effects of second screen use on information processing: Interactive Learning Environments: Vol 24, No 8. https://www.tandfonline.com/doi/abs/10.1080/10494820.2015.1076851
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McCroskey, J. C., & McCain, T. A. (1974). The measurement of interpersonal attraction. Speech Monographs, 41(3), 261-266. https://doi.org/10.1080/03637757409375845
McCroskey, j. C., Richmond, v. P., daly, j. A., & cox, b. G. (1975). The Effects of Communication Apprehension on Interpersonal Attraction. https://www.researchgate.net/publication/240660542_The_Effects_of_Communication_Apprehension_on_Interpersonal_Attraction
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Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191. https://doi.org/10.1016/S0022-4359(99)80092-X
Brechman, J. M., & Purvis, S. C. (2015). Narrative, transportation and advertising: International Journal of Advertising: Vol 34, No 2. https://www.tandfonline.com/doi/abs/10.1080/02650487.2014.994803
Buschow, C., Schneider, B., & Ueberheide, S. (2014). Tweeting television: Exploring communication activities on Twitter while watching TV. Communications, 39, 129-149. https://doi.org/10.1515/commun-2014-0009
Chan, K., & Prendergast, G. (2007). Materialism and Social Comparison among Adolescents. Social Behavior and Personality: An International Journal, 35, 213-228. https://doi.org/10.2224/sbp.2007.35.2.213
Dennis W. Rook. (1987). Buying Impulse | Journal of Consumer Research | Oxford Academic. https://academic.oup.com/jcr/article-Abstract:/14/2/189/1830380
Dennis W. Rook, & Robert J. Fisher. (1995). Normative Influences on Impulsive Buying Behavior | Journal of Consumer Research | Oxford Academic. https://academic.oup.com/jcr/article-Abstract:/22/3/305/1791744
Dias, J. A., Dias, J. G., & Lages, C. (2017). Can negative characters in soap operas be positive for product placement? Journal of Business Research, 71, 125-132. https://doi.org/10.1016/j.jbusres.2016.10.010
Donald Horton, & R. Richard Wohl. (2016). Mass Communication and Para-Social Interaction: Psychiatry: Vol 19 , No 3—Get Access. https://www.tandfonline.com/doi/pdf/10.1080/00332747.1956.11023049
Dong-Hee Shin, Hyeri An, & Jang Hyun Kim. (2015). How the second screens change the way people interact and learn: The effects of second screen use on information processing: Interactive Learning Environments: Vol 24, No 8. https://www.tandfonline.com/doi/abs/10.1080/10494820.2015.1076851
Donovan, R., & Rossiter, J. (1982). Store Atmosphere: An Environmental Psychology Approach. J Retailing, 58.
Eyal, K., & Rubin, A. M. (2003). Viewer Aggression and Homophily, Identification, and Parasocial Relationships With Television Characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98. https://doi.org/10.1207/s15506878jobem4701_5
Festinger, L. (1954). A Theory of Social Comparison Processes. Human Relations, 7(2), 117-140. https://doi.org/10.1177/001872675400700202
Filieri, R., Acikgoz, F., Li, C., & Alguezaui, S. (2023). Influencers’ “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty. Psychology & Marketing, 40(2), 347-364. https://doi.org/10.1002/mar.21760
Geerts, D., & Grooff, D. D. (2009). Supporting the social uses of television | Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. https://dl.acm.org/doi/abs/10.1145/1518701.1518793
Gong, W., & Li, X. (2017). Engaging fans on microblog: The synthetic influence of parasocial interaction and source characteristics on celebrity endorsement—Gong—2017—Psychology & Marketing—Wiley Online Library. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.21018
Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701-721. https://doi.org/10.1037/0022-3514.79.5.701
Huang, L.-T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277-2283. https://doi.org/10.1016/j.jbusres.2015.12.042
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and Gratifications Research. The Public Opinion Quarterly, 37(4), 509-523.
Kim, H., & Park, M. (2023). Virtual influencers’ attractiveness effect on purchase intention: A moderated mediation model of the Product-Endorser fit with the brand. Computers in Human Behavior, 143, 107703. https://doi.org/10.1016/j.chb.2023.107703
Krämer, N. C., Winter, S., Benninghoff, B., & Gallus, C. (2015). How “social” is Social TV? The influence of social motives and expected outcomes on the usage of Social TV applications. Computers in Human Behavior, 51, 255-262. https://doi.org/10.1016/j.chb.2015.05.005
Labrecque, L. I. (2014). Fostering Consumer-Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing, 28(2), 134-148. https://doi.org/10.1016/j.intmar.2013.12.003
Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171
Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2011). What Drives Social Commerce: The Role of Social Support and Relationship Quality. International Journal of Electronic Commerce, 16(2), 69-90. https://doi.org/10.2753/JEC1086-4415160204
Liao, J., Chen, K., Qi, J., Li, J., & Yu, I. Y. (2022). Creating immersive and parasocial live shopping experience for viewers: The role of streamers’ interactional communication style. Journal of Research in Interactive Marketing, 17(1), 140-155. https://doi.org/10.1108/JRIM-04-2021-0114
Lucas, M., & Koff, E. (2017). Body image, impulse buying, and the mediating role of negative affect—ScienceDirect. https://www.sciencedirect.com/science/article/abs/pii/S0191886916310327
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
McCroskey, J. C., & McCain, T. A. (1974). The measurement of interpersonal attraction. Speech Monographs, 41(3), 261-266. https://doi.org/10.1080/03637757409375845
McCroskey, j. C., Richmond, v. P., daly, j. A., & cox, b. G. (1975). The Effects of Communication Apprehension on Interpersonal Attraction. https://www.researchgate.net/publication/240660542_The_Effects_of_Communication_Apprehension_on_Interpersonal_Attraction
Möri, M., & Fahr, A. (2023). Frontiers | Parasocial interactions with media characters: The role of perceived and actual sociodemographic and psychological similarity. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2023.1297687/full
Nyrhinen, J., Sirola, A., Koskelainen, T., Munnukka, J., & Wilska, T.-A. (2024). Online antecedents for young consumers’ impulse buying behavior. Computers in Human Behavior, 153, 108129. https://doi.org/10.1016/j.chb.2023.108129
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness: Journal of Advertising: Vol 19, No 3. https://www.tandfonline.com/doi/abs/10.1080/00913367.1990.10673191
RUBIN, A. M. (2008). USES-AND-GRATIFICATIONS PERSPECTIVE ON MEDIA EFFECTS. In Media Effects (3rd ed.). Routledge.
Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, Parasocial Interaction, and Local ℡evision News Viewing. Human Communication Research, 12(2), 155-180. https://doi.org/10.1111/j.1468-2958.1985.tb00071.x
Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63(3), 276-283. https://doi.org/10.1016/j.jbusres.2009.03.013
Shin, D.-H., An, H., & Kim, J. H. (2016). How the second screens change the way people interact and learn: The effects of second screen use on information processing. Interactive Learning Environments, 24(8), 2058-2079. https://doi.org/10.1080/10494820.2015.1076851
Tandoc, E. C., Ferrucci, P., & Duffy, M. (2015). Facebook use, envy, and depression among college students: Is facebooking depressing? Computers in Human Behavior, 43, 139-146. https://doi.org/10.1016/j.chb.2014.10.053
Trần V. Đ. (2022). Tác động của so sánh xã hội đến lòng tự trọng, sự đố kị và hành vi mua sắm bốc đồng của khách hàng trên các trang mạng xã hội tại thành phố Hồ Chí Minh. Tạp chí Kinh tế và Phát triển, 296, 95-106.
Tsay-Vogel, M., & Krakowiak, K. M. (2019). The virtues and vices of social comparisons: Examining assimilative and contrastive emotional reactions to characters in a narrative | Motivation and Emotion. https://link.springer.com/article/10.1007/s11031-019-09756-y
Tuấn Đ. N. (2024). Tác động của so sánh xã hội đến tâm trạng tiêu cực, sự trầm cảm và hành vi mua sắm bốc đồng tại Việt Nam. Tạp chí Kinh tế và Phát triển, 321(2), 60-69. https://doi.org/10.33301/JED.VI.1694
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