Số 240 | Tháng 3/2026
Tác động của sự tin cậy trong đánh giá trực tuyến đến ý định mua hàng trên các trang thương mại điện tử
Nguyễn Thị Ánh Tuyết
Tóm tắt:
Mục tiêu nghiên cứu: Nghiên cứu nhằm đánh giá tác động của sự tin cậy trong đánh giá trực tuyến (ĐGTT) đến ý định mua hàng (YĐMH) của khách hàng trên các trang thương mại điện tử tại Việt Nam.
Thiết kế nghiên cứu/phương pháp/tiếp cận: Nghiên cứu sử dụng dữ liệu thu thập từ 443 khách hàng có kinh nghiệm mua sắm trực tuyến tại Hà Nội và Thành phố Hồ Chí Minh (TP. HCM) với mô hình được kiểm định thông qua các kỹ thuật đánh giá độ tin cậy Cronbach's Alpha, phân tích nhân tố khám phá (EFA), phân tích nhân tố khẳng định (CFA) và mô hình cấu trúc tuyến tính (SEM).
Kết quả nghiên cứu: Sự tin cậy trong ĐGTT có tác động cùng chiều đến YĐMH thông qua vai trò trung gian của chất lượng cảm nhận và hình ảnh thương hiệu.
Giá trị đóng góp mới: Nghiên cứu là một trong những công trình đầu tiên tích hợp đồng thời ba biến trung gian trong một mô hình toàn diện về tác động của sự tin cậy ĐGTT đến YĐMH trong bối cảnh thị trường thương mại điện tử Việt Nam
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The Impact of Online Review Credibility on Customers’ Purchase Intentions on E-Commerce Platforms
Abstract:
Purpose: This study aims to evaluate the impact of online review credibility on consumer purchase intention on e-commerce platforms in Vietnam.
Design/methodology/approach: The study employs data collected from 443 consumers with online shopping experience in Hanoi and Ho Chi Minh City. The proposed model was validated through Cronbach's Alpha reliability assessment, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM).
Findings: The results demonstrate that online review credibility exerts a significant positive effect on purchase intention, mediated by perceived quality and brand image.
Originality/value: This study represents one of the first empirical works to simultaneously integrate three mediating variables within a comprehensive model examining the influence of online review credibility on purchase intention in the context of Vietnam's e-commerce market.