Mối quan hệ giữa vốn xã hội và ý định tham gia cộng đồng thương hiệu trực tuyến của người tiêu dùng Việt Nam: Vai trò điều tiết của độ nhạy cảm của vốn xã hội
DOI:
https://doi.org/10.33301/JED.VI.3323Từ khóa:
Ý định hợp tác, ý định phản hồi, độ nhạy cảm của vốn xã hội, vốn xã hội, cộng đồng thương hiệu trực tuyếnTóm tắt
Nghiên cứu này điều tra ảnh hưởng của vốn xã hội (gắn kết và kết nối) đến sự tham gia cộng đồng thương hiệu trực tuyến (ý định phản hồi và hợp tác), đồng thời xem xét vai trò điều tiết của độ nhạy cảm của vốn xã hội ở cấp độ cá nhân và nhóm. Dựa trên dữ liệu khảo sát 719 người tiêu dùng tại Việt Nam, mô hình cấu trúc tuyến tính (SEM) và macro PROCESS được sử dụng để kiểm định các giả thuyết. Kết quả chỉ ra rằng, cả vốn xã hội gắn kết và kết nối đều thúc đẩy tích cực ý định phản hồi và hợp tác. Đặc biệt, độ nhạy cảm của vốn xã hội ở cấp độ nhóm đóng vai trò điều tiết tiêu cực đồng bộ lên các mối quan hệ này. Trong khi đó, độ nhạy cảm của vốn xã hội ở cấp độ cá nhân chỉ thể hiện vai trò kìm hãm tiêu cực đối với hầu hết các mối quan hệ, ngoại trừ tác động từ vốn xã hội kết nối đến ý định hợp tác. Phát hiện này mang lại góc nhìn mới về cơ chế phòng vệ tâm lý của người tiêu dùng, làm phong phú thêm lý thuyết về vốn xã hội trong bối cảnh các cộng đồng thương hiệu trực tuyến.
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