Luận án Nghiên cứu sự cảm nhận về lợi ích tinh thần, giá trị cảm nhận tiêu khiển, và lòng tin trực tuyến ảnh hưởng đến lòng trung thành trực tuyến: Xét trong mức độ lo âu của khách hàng

Kết quả nghiên cứu đã có những đóng góp về mặt lý thuyết về hành vi NTD, marketing, và TMĐT, bao gồm: (1) Mặc dù các thang đo như lợi ích cảm nhận và thậm chí là lòng trung thành điện tử đã được nghiên cứu từ rất là lâu, nhưng vẫn tồn tại một số hạn chế nhất định như, chủ yếu tập trung vào các cấu trúc đơn hướng, sử dụng lại và áp dụng thang đo của bối cảnh nghiên cứu thương mại truyền thống cho TMĐT. Việc xây dựng thang đo để đánh giá các lợi ích tinh thần cảm nhận dựa trên việc đạt được các cảm xúc tích cực và né tránh được các cảm xúc tiêu cực khi mua hàng trực tuyến là một đóng góp cho lý thuyết hành vi NTD; phù hợp với đề xuất của Pappas (2018) đó là cần thiết của việc phát triển các lý thuyết đặt cảm xúc làm trọng tâm để giải thích tốt hơn về hành vi của NTD. Ngoài ra, nghiên cứu khái niệm lòng trung thành trực tuyến là một khái niệm quan trọng đối với các DN TMĐT, nhưng rất ít các nghiên cứu tập trung khái niệm hóa lòng trung thành trực tuyến của KH; do đó, các tác giả đề xuất cần phát triển thang đo để giúp cho các nhà nghiên cứu hiểu rõ hơn cơ sở tâm lý đa chiều của lòng trung thành trong bối cảnh trực tuyến, và sự phát triển liên tục của lòng trung thành khi bối cảnh nghiên cứu thay đổi. Việc phát triển một thang đo về lòng trung thành trực tuyến trong bối cảnh TMĐT, thương mại xã hội là điều cần thiết (Toufaily và cộng sự, 2013). Do đó, luận án phát triển và xác nhận các thang đo như một khái niệm đa hướng đóng góp vào sự nhận thức một cách sâu sắc về lòng trung thành trực tuyến, và lợi ích tinh thần cảm nhận trong bối cảnh thương mại trực tuyến, cũng như làm tiền đề cho các nghiên cứu tiếp theo.

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Factors affecting Customer Relationship and the Repurchase Intention of Designed Fashion Products. The Journal of Distribution Science , 18(2), 17-28. 4. Khoa, B.T., Nguyen, T.D., & Nguyen, V.T.T. (2020). Các yếu tố ảnh hưởng đến mối quan hệ khách hàng và ý định mua sắm sản phẩm thời trang Việt Nam. Tạp chí Công Thương , 1, 230 - 235. 5. Khoa, B.T (2015). Nghiên cứu nhận thức bảo vệ thông tin riêng tư của người mua hàng trực tuyến tại TPHCM, Đề tài nghiên cứu khoa học cấp cơ sở. Chủ nhiệm đề tài. Đã nghiệm thu và bàn giao kết quả, Xếp loại: Tốt. 6. Khoa, B.T (2017). Ảnh hưởng của rủi ro cảm nhận đến ý định mua hàng trực tuyến của khách hàng tại Thành phố Hồ Chí Minh. Đề tài nghiên cứu khoa học cấp cơ sở. Chủ nhiệm đề tài. Đã nghiệm thu và bàn giao kết quả, Xếp loại: Khá.

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