Truyền thông mxh trong nghành thời trang

270

1

2

3

4

1,2,3,4

- Hàn
{tkhung.19ba, mtthoa.20ba3, ntdlinh.20ba4, lpclong}@vku.udn.vn

.

trang
tiêu dùng

,
thông

và
u

:
cáo, e-

1

[1]

[2]
[1]

[3, 4, 5],
[6, 7, 8]

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ISBN: 978-604-80-8083-9


271

[8, 9],
[10, 11, 12, 13].

[8]

e-

2
2.1

Khái
[14]
trang web khác nhau
[15]. Theo Ajzen [16]
[17]

:
[18]
Mitchell & Olson
[19] và Shimp [20]

gian kép (DMH), trung gi
[21] và Homer [22]
ISBN: 978-604-80-8083-9

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272

mua hàng.
eWOM): L
[23, 24]
hàng [25],

[26],

e

[27]. Vì e
anh [28, 26].
trên e

e
e

khơng ch
[29].
eWOM).
2.2

[30]. Xi Y. Leung &
[31]

: Facebook, YouTube, Tiktok

Thông qua

.
.

.

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ISBN: 978-604-80-8083-9


273

Hình 1.

3

.

[31].

e
[32].

4
4.1
internet, trong
tham gia (48,7%)

ISBN: 978-604-80-8083-9

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274

.

4.2

.

[33]
S
[34]

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ISBN: 978-604-80-8083-9


275

.

T
trúc [35]

;
[35].

ISBN: 978-604-80-8083-9

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276

.

-Larcker

4.3

[35]

.

Theo Hu và Bentle [36],
và Bentle [36].

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ISBN: 978-604-80-8083-9


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2

[36]
.

AB, PI theo Hair &
e-

2

6, mô

SME->AAD= 0,751; p= 0,00)
->e
->PI= 0,482; p= 0,00). Ngồi ra,
eWOM->PI= 0,271; p= 0,00).
.

5

5.1
thơng
ISBN: 978-604-80-8083-9

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278

e-WOM

e-WOM
iêu dùng.

Hình 2.

Aad

-SEM.

nên

5.2

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ISBN: 978-604-80-8083-9


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.

1.
2.
3.

Journal of direct, data and digital marketing practice , 9 (2008): 231-244.
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4.
Conceptualizing the online social network.
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p 21.3, pp.

5.
p 9.1, pp. 3-13, 2008.
6. M. T. S. M. N. a. C. H. N
t p 38, pp. 634-653, 2010.
7.

role of product
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8.
p 31.2, pp. 1-11,
2009.
9.
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agement , 1.1-2 (2012): 134-143.
10.C. Y. S. W. a. J.-of-mouth: The moderating roles of product
innovation and industrial management, Vol. 2947. 2013.
11.
Image and Purchase Intention: An Application Concerning Cell Phone Brands for Youth
ess, 8(2),
pp.61-68 (2014).
12.
Humanities and Management Sciences (IJHMS), 3(1), pp.41-46 (2015).
13.
p 46, pp. 35-45,
2015.
14.

-commerce: a study
Electronic commerce research and applications, t p 2.3, pp. 203-215, 2003.
15.Y.-H. I.-C. H. a. C.p %1 cuûa %263.9 - 10,
pp. 1007-1014, 2010.
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16.
processes, t p 50.2, pp. 179-211, 1991.
17.

n in

p 5.7, s 2837, 2011.

18.
In Proceedings of the 2013 The International Conference on Tourism, Transport and
Logistics. Challenges and Opportunities of Increasing Global Connectivity., pp. 1-6, 2013.
19.
20.

-332.
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21.
advert
23.2 (1986): 130-143.
22.
Journal of Marketing research, 27.1 (1990): 78-86.
23.J. A.
Journal of marketing research, 43.3 (2006): 345-354.
24.
characteristics and temporal effec
201-214.
25.
and attitude change: A test of dualCommunication Research, 33.1 (2007): 81-102.
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27.T.Hennigic word-of-mouth via consumer-opinion platforms: what
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28.

-of-mouth communication:

29.

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-468.

30.
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31.X. Y.
Research , 39.2 (2015): 147-169.
32.

e-WOM) on Brand Image and

International Conference on Dynamic Innovation, 2018.
33.Hair, J.F., Anderson, R.E., Babin, B.J. and Black, W.C., (eds.). Multivariate Data Analysis.
New Jersey: Prentice Hall (2010)
34.Fornell, C., & Larcker, D. F. Evaluating structural equation models with unobservable
variables and measurement error. Journal of Marketing Research, 18.1 (1981): 39 50.
35.Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. When to use and how to report the
results of PLS-SEM. European Business Review, 31.1 (2019): 2-24.

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