Số 232 | Tháng 7/2025
Nỗi sợ bị bỏ lỡ và truyền miệng trực tuyến trong thương mại điện tử: Trường hợp Facebook và TikTok
Nguyễn Duy Phương, Bùi Thành Khoa, Nguyễn Minh Tuấn
Tóm tắt:
Trong bối cảnh thương mại điện tử phát triển, nỗi sợ bị bỏ lỡ trở thành yếu tố tâm lý ảnh hưởng đến hành vi tiêu dùng trên mạng xã hội. Nghiên cứu này kiểm định tác động của nỗi sợ bị bỏ lỡ đến hành vi truyền miệng trực tuyến (TMTT) trên Facebook và TikTok, với sự tham gia của 450 người dùng. Dữ liệu được phân tích bằng mô hình phương trình cấu trúc (SEM) sử dụng SmartPLS. Kết quả cho thấy nỗi sợ bị bỏ lỡ ảnh hưởng trực tiếp và gián tiếp đến TMTT thông qua ba biến trung gian: mức độ tương tác, niềm tin vào thông tin, và giá trị cảm nhận. Ngoài ra, nền tảng mạng xã hội điều tiết cường độ tác động, cho thấy cơ chế TMTT khác nhau giữa Facebook và TikTok. Nghiên cứu đóng góp về mặt lý thuyết bằng cách mở rộng mô hình TMTT trong môi trường số và cung cấp hàm ý thực tiễn giúp doanh nghiệp tối ưu hóa chiến lược marketing số dựa trên nỗi sợ bị bỏ lỡ.
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Fear of Missing Out and Online Word-of-Mouth in E-Commerce: The Case of Facebook and TikTok
Abstract:
In the context of rapid e-commerce development, FoMO (Fear of Missing Out) has emerged as a psychological factor influencing consumer behavior on social media. This study examines the impact of FoMO on electronic word-of-mouth (eWOM) behavior on Facebook and TikTok, based on data from 450 users. Structural Equation Modeling (SEM) using SmartPLS was employed to analyze the data. The findings reveal that FoMO has both direct and indirect effects on eWOM through three mediating variables: social media engagement, trust in information, and perceived value. Additionally, the influence intensity varies by platform, suggesting that Facebook and TikTok activate eWOM through different mechanisms. The study contributes theoretically by extending the eWOM behavior model in digital environments and offers practical implications for businesses to optimize digital marketing strategies that leverage FoMO.