Nghiên cứu các yếu tố ảnh hưởng đến hành vi tham gia đồng tạo giá trị và sự viên mãn trong cuộc sống của khách hàng - tiếp cận theo khung lý thuyết MOA
DOI:
https://doi.org/10.33301/JED.VI.2634Từ khóa:
Mô hình MOA, hành vi tham gia đồng tạo giá trị, sự viên mãn trong cuộc sốngTóm tắt
Dựa trên khung lý thuyết MOA (Động cơ – Cơ hội – Khả năng), nghiên cứu này khám phá các yếu tố gồm động cơ thích thú, dễ sử dụng và khả năng Internet ảnh hưởng đến hành vi tham gia đồng tạo giá trị và sự viên mãn trong cuộc sống của khách hàng khi mua sắm trực tuyến qua ứng dụng tại Việt Nam. Dữ liệu được thu thập từ 298 người tiêu dùng có kinh nghiệm mua sắm qua các ứng dụng. Sử dụng phương pháp PLS-SEM phân tích kết quả cho thấy cả ba yếu tố thuộc khung MOA đều có tác động tích cực đến hành vi tham gia đồng tạo giá trị. Trong đó sự thích thú là yếu tổ ảnh hưởng mạnh nhất, tiếp theo là tính dễ sử dụng và sau cùng là khả năng Internet. Kết quả nghiên cứu cũng khẳng định tác động tích cực của hành vi tham gia đến sự viên mãn trong cuộc sống. Nghiên cứu đóng góp vào lý thuyết hành vi người tiêu dùng trong bối cảnh mua sắm trên các ứng dụng cũng như đưa ra hàm ý quản trị cho các nhà cung cấp dịch vụ.
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