Số 236 | Tháng 11/2025
Trí tuệ nhân tạo Biblo AI 5.0 phân tích Metaverse, trải nghiệm người dùng và đổi mới sáng tạo cá nhân
Phan Thị Mỹ Ngân, Huỳnh Minh Tuấn, Bùi Huy Khôi
Tóm tắt:
Mục tiêu nghiên cứu: Bài viết phân tích từ khóa liên quan đến trải nghiệm tiếp thị trong Metaverse, gồm trải nghiệm dòng chảy (Flow Experience – FE) và đổi mới sáng tạo cá nhân (Personal Innovativeness – PI), đồng thời khám phá xu hướng nghiên cứu toàn cầu về chủ đề này.
Thiết kế nghiên cứu/phương pháp/tiếp cận: Bài viết sử dụng phân tích trắc lượng thư mục (bibliometric analysis) trên 1.599 bài báo từ cơ sở dữ liệu Scopus giai đoạn 2016–2025, với công cụ Biblo AI 5.0 tích hợp trong R Biblioshiny. Sự phân tích tập trung vào cụm chủ đề, từ khóa nổi bật và mạng lưới tri thức liên ngành liên quan đến Metaverse, FE và sáng tạo cá nhân.
Kết quả nghiên cứu chính: Ba cụm chủ đề chính được nghiên cứu trong bài viết: (i) Tiếp thị Metaverse; (ii) Trải nghiệm dòng chảy; và (iii) Đổi mới sáng tạo cá nhân. Cụ thể, yếu tố FE kết nối công nghệ và cảm nhận người dùng, trong khi sáng tạo cá nhân giữ vai trò trung tâm trong tương tác và gắn kết số.
Giá trị đóng góp mới: Nghiên cứu đề xuất khung lý thuyết liên ngành kết nối công nghệ, hành vi người dùng và sáng tạo cá nhân trong tiếp thị số. Kết quả mang lại hàm ý thực tiễn cho doanh nghiệp trong thiết kế trải nghiệm số phù hợp với thế hệ trẻ, thúc đẩy gắn kết và đổi mới sáng tạo trong Metaverse – đóng góp quan trọng cho kỷ nguyên chuyển đổi số.
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Artificial Intelligence Biblo AI 5.0 Analyzes Metaverse, User Experience, and Personal Innovativeness
Abstract:
Purpose: This study aims to analyze keywords related to marketing experiences in the Metaverse, user flow experience, and individual creativity, while exploring global research trends on these topics.
Design/methodology/approach: A bibliometric analysis was conducted on 1,599 articles retrieved from the Scopus database for the period 2016–2025, using the Biblo AI 5.0 tool integrated with R Biblioshiny. The analysis focuses on identifying thematic clusters, prominent keywords, and interdisciplinary knowledge networks associated with the Metaverse, flow experience, and personal creativity.
Findings: Three main thematic clusters emerged: (i) Metaverse marketing; (ii) Flow experience; and (iii) Individual creativity. Flow experience acts as a critical link between technology and user perception, while personal creativity plays a central role in interaction and engagement within digital environments.
Originality/value: The study proposes an interdisciplinary theoretical framework connecting technology, user behavior, and personal creativity in digital marketing contexts. Beyond academic contributions, the findings offer practical implications for businesses in designing digital experiences tailored to younger generations, fostering engagement and innovation in the Metaverse-an essential contribution in the era of digital transformation.