{"id":4788,"date":"2018-12-26T14:53:11","date_gmt":"2018-12-26T07:53:11","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=4788"},"modified":"2023-12-04T11:38:50","modified_gmt":"2023-12-04T04:38:50","slug":"anh-huong-cua-mat-do-xa-hoi-den-word-of-mouth","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/anh-huong-cua-mat-do-xa-hoi-den-word-of-mouth\/","title":{"rendered":"\u1ea2nh h\u01b0\u1edfng c\u1ee7a m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i \u0111\u1ebfn Word of Mouth"},"content":{"rendered":"

Trong c\u00e1c y\u1ebfu l\u00e0m t\u0103ng kh\u1ea3 n\u0103ng chia s\u1ebb th\u00f4ng tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi ng\u01b0\u1eddi kh\u00e1c, ta kh\u00f4ng th\u1ec3 kh\u00f4ng ch\u00fa \u00fd t\u1edbi m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng l\u00e0 m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i. V\u1ea5n \u0111\u1ec1 n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u b\u1edfi c\u00e1c gi\u00e1o s\u01b0 Irene Consiglio, Matteo De Angelis, Michele Costabile \u1edf B\u1ed3 \u0110\u00e0o Nha. H\u1ecd \u0111\u00e3 ch\u1ee9ng minh \u0111\u01b0\u1ee3c r\u1eb1ng m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i s\u1ebd l\u00e0m t\u0103ng kh\u1ea3 n\u0103ng chia s\u1ebb th\u00f4ng tin v\u1edbi ng\u01b0\u1eddi kh\u00e1c qua c\u00e1c nghi\u00ean c\u1ee9u c\u1ee7a m\u00ecnh.<\/p>\n

Truy\u1ec1n mi\u1ec7ng – Word of Mouth (WOM) l\u00e0 g\u00ec?<\/strong><\/h2>\n

Truy\u1ec1n mi\u1ec7ng (hay WOM: Word of Mouth)<\/strong> \u0111\u00e3 n\u1ed5i l\u00ean nh\u01b0 l\u00e0 m\u1ed9t nh\u00e2n t\u1ed1 ch\u00ednh \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong nhi\u1ec1u danh m\u1ee5c, th\u00fac \u0111\u1ea9y \u0111\u1ebfn 50% quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng (Bughin, Doogan v\u00e0 Vetvik 2010). Xu h\u01b0\u1edbng c\u00f4ng ngh\u1ec7 v\u00e0 truy\u1ec1n th\u00f4ng hi\u1ec7n nay \u0111\u00e3 c\u00f3 t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn vi\u1ec7c truy\u1ec1n mi\u1ec7ng, \u0111\u1eb7c bi\u1ec7t l\u00e0 vi\u1ec7c chuy\u1ec3n t\u1eeb s\u1eed d\u1ee5ng m\u00e1y t\u00ednh \u0111\u1ec3 b\u00e0n sang thi\u1ebft b\u1ecb \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng \u0111\u00e3 l\u00e0m m\u1ed9t n\u1eeda l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp web c\u1ee7a th\u1ebf gi\u1edbi xu\u1ea5t ph\u00e1t t\u1eeb \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng. Trong nghi\u00ean c\u1ee9u l\u1edbn n\u00e0y, h\u1ecd \u0111\u00e3 \u0111i\u1ec1u tra xem li\u1ec7u xu h\u01b0\u1edbng chung c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong vi\u1ec7c chia s\u1ebb th\u00f4ng tin c\u00f3 t\u0103ng l\u00ean khi s\u1ed1 ng\u01b0\u1eddi trong m\u00f4i tr\u01b0\u1eddng c\u1ee7a h\u1ecd t\u0103ng l\u00ean hay kh\u00f4ng?<\/p>\n

V\u1edbi 6 nghi\u00ean c\u1ee9u nh\u1ecf \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n trong c\u00e1c m\u00f4i tr\u01b0\u1eddng kh\u00e1c nhau: m\u00f4i tr\u01b0\u1eddng tr\u1ef1c tuy\u1ebfn th\u1ef1c s\u1ef1, m\u00f4i tr\u01b0\u1eddng tr\u01b0\u1eddng h\u1ecdc, m\u00f4i tr\u01b0\u1eddng ph\u00f2ng th\u00ed nghi\u1ec7m, m\u00f4i tr\u01b0\u1eddng tr\u1ef1c tuy\u1ebfn th\u1eed nghi\u1ec7m.<\/p>\n

Nghi\u00ean c\u1ee9u 1, h\u1ecd \u0111\u00e3 theo d\u00f5i s\u1ef1 t\u01b0\u01a1ng quan gi\u1eefa m\u1eadt \u0111\u1ed9 \u0111\u00f4 th\u1ecb v\u00e0 chia s\u1ebb th\u00f4ng tin \u1edf c\u00e1c th\u00e0nh ph\u1ed1 \u1edf n\u01b0\u1edbc \u00dd.<\/p>\n

Nghi\u00ean c\u1ee9u 2, ki\u1ec3m tra k\u1ebft qu\u1ea3 c\u1ee7a nghi\u00ean c\u1ee9u 1 \u1edf m\u1ed9t m\u00f4i tr\u01b0\u1eddng kh\u00e1c-h\u00e0nh vi chia s\u1ebb c\u1ee7a c\u00e1c sinh vi\u00ean \u1edf khu\u00f4n vi\u00ean Tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc B\u1ed3 \u0110\u00e0o Nha.<\/p>\n

Nghi\u00ean c\u1ee9u 3, th\u1ec3 hi\u1ec7n s\u1ef1 t\u00e1c \u0111\u1ed9ng c\u1ee7a m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i \u0111\u1ed1i v\u1edbi WOM b\u1edfi s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi trong m\u1ed9t kh\u00f4ng gian nh\u1ea5t \u0111\u1ecbnh ch\u1ee9 kh\u00f4ng ph\u1ea3i s\u1ef1 g\u1ea7n g\u0169i v\u1eadt l\u00ed gi\u1eefa nh\u1eefng ng\u01b0\u1eddi n\u00e0y.<\/p>\n

Nghi\u00ean c\u1ee9u 4, cung c\u1ea5p nh\u1eefng b\u1eb1ng ch\u1ee9ng cho qu\u00e1 tr\u00ecnh li\u00ean k\u1ebft c\u00e1c nghi\u00ean c\u1ee9u c\u1ee7a h\u1ecd v\u1edbi nhu c\u1ea7u ki\u1ec3m so\u00e1t.<\/p>\n

Nghi\u00ean c\u1ee9u 5, \u1ea3nh h\u01b0\u1edfng c\u1ee7a m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i \u0111\u00e3 suy gi\u1ea3m khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 m\u1ed9t c\u01a1 h\u1ed9i kh\u00e1c \u0111\u1ec3 kh\u00f4i ph\u1ee5c quy\u1ec1n ki\u1ec3m so\u00e1t m\u00e0 kh\u00f4ng th\u00f4ng qua WOM .<\/p>\n

Nghi\u00ean c\u1ee9u 6, ch\u1ee9ng minh r\u1eb1ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1ecb gi\u1ea3m kh\u1ea3 n\u0103ng ki\u1ec3m so\u00e1t khi h\u1ecd trong m\u00f4i tr\u01b0\u1eddng c\u00f3 m\u1eadt \u0111\u1ed9 cao v\u00e0 th\u00fac \u0111\u1ea9y h\u1ecd tham gia v\u00e0o WOM. M\u1ed7i nghi\u00ean c\u1ee9u \u0111\u1ec1u \u0111\u01b0a c\u00e1c k\u1ebft lu\u1eadn ch\u1ee9ng m\u00ecnh r\u1eb1ng quan \u0111i\u1ec3m c\u1ee7a h\u1ecd l\u00e0 ch\u00ednh x\u00e1c, nh\u1ea5t l\u00e0 nghi\u00ean c\u1ee9u 1 v\u00e0 nghi\u00ean c\u1ee9u 6.<\/p>\n

Trong nghi\u00ean c\u1ee9u \u0111\u1ea7u ti\u00ean, h\u1ecd \u0111\u00e3 nghi\u00ean c\u1ee9u xem m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i c\u00f3 li\u00ean quan \u0111\u1ebfn WOM nh\u01b0 th\u1ebf n\u00e0o trong cu\u1ed9c s\u1ed1ng th\u1ef1c t\u1ebf. Nghi\u00ean c\u1ee9u n\u00e0y \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua vi\u1ec7c theo d\u00f5i th\u00f4ng tin truy\u1ec1n qua n\u1ec1n t\u1ea3ng blog tr\u1ef1c tuy\u1ebfn: Twitter- c\u00f4ng c\u1ee5 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng chia s\u1ebb th\u00f4ng tin nhi\u1ec1u nh\u1ea5t. H\u1ecd \u0111\u00e3 thu th\u1eadp d\u1eef li\u1ec7u \u1edf 1421 th\u00e0nh ph\u1ed1.<\/p>\n

Sau hai th\u00e1ng, t\u1eeb vi\u1ec7c ghi l\u1ea1i c\u00e1c m\u1eabu tin \u0111\u01b0\u1ee3c chia s\u1ebb trong m\u1ed9t th\u00e0nh ph\u1ed1 v\u00e0 ki\u1ec3m tra xem m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i c\u00f3 t\u01b0\u01a1ng quan s\u1ed1 l\u01b0\u1ee3ng Twitter b\u00ecnh qu\u00e2n \u0111\u1ea7u ng\u01b0\u1eddi trong th\u00e0nh ph\u1ed1 n\u00e0y hay kh\u00f4ng. T\u1eeb nh\u1eefng s\u1ed1 li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c, h\u1ecd nh\u1eadn th\u1ea5y r\u1eb1ng trong nh\u1eefng th\u00e0nh ph\u1ed1 c\u00f3 m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i cao th\u00ec l\u01b0\u1ee3ng Twitter chia s\u1ebb nhi\u1ec1u h\u01a1n so v\u1edbi nh\u1eefng th\u00e0nh ph\u1ed1 c\u00f3 m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i th\u1ea5p h\u01a1n. \u0110i\u1ec1u \u0111\u00f3 \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i c\u00f3 li\u00ean quan t\u00edch c\u1ef1c \u0111\u1ebfn vi\u1ec7c chia s\u1ebb th\u00f4ng tin.<\/p>\n

Trong nghi\u00ean c\u1ee9u cu\u1ed1i c\u00f9ng, h\u1ecd \u0111\u00e3 ti\u1ebfn h\u00e0nh ch\u1ee9ng minh r\u1eb1ng: m\u00f4i tr\u01b0\u1eddng c\u00f3 m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i cao l\u00e0m gi\u1ea3m kh\u1ea3 n\u0103ng ki\u1ec3m so\u00e1t nh\u1eadn th\u1ee9c c\u1ee7a con ng\u01b0\u1eddi. H\u1ecd \u0111\u00e3 ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u v\u1edbi 432 ng\u01b0\u1eddi d\u00e2n Hoa K\u1ef3. Nh\u1eefng ng\u01b0\u1eddi tham gia \u0111\u01b0\u1ee3c x\u1ebfp trong m\u00f4i tr\u01b0\u1eddng c\u00f3 m\u1eadt \u0111\u1ed9 cao v\u00e0 th\u1ea5p, h\u1ecd \u0111\u01b0\u1ee3c x\u1ebfp ng\u1ed3i trong m\u1ed9t t\u00e0u \u0111i\u1ec7n ng\u1ea7m c\u00f3 200 ng\u01b0\u1eddi v\u00e0 kho\u1ea3ng 120 ng\u01b0\u1eddi xung quanh, \u0111\u1ed3ng th\u1eddi h\u1ecd \u0111\u01b0\u01a1c \u0111\u1ecdc m\u1ed9t b\u00e0i vi\u1ebft th\u00fa v\u1ecb tr\u00ean \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng. Ti\u1ebfp theo, h\u1ecd tham gia v\u00e0o ho\u1ea1t \u0111\u1ed9ng WOM th\u00f4ng qua vi\u1ec7c chia s\u1ebb b\u00e0i vi\u1ebft qua Facebook.<\/p>\n

K\u1ebft qu\u1ea3 l\u00e0 nh\u1eefng ng\u01b0\u1eddi tham gia trong m\u00f4i tr\u01b0\u1eddng c\u00f3 m\u1eadt \u0111\u1ed9 cao chia s\u1ebb r\u1eb1ng h\u1ecd c\u00f3 c\u1ea3m gi\u00e1c ki\u1ec3m so\u00e1t nh\u1eadn th\u1ee9c c\u00e1 nh\u00e2n th\u1ea5p h\u01a1n nh\u1eefng ng\u01b0\u1eddi trong m\u00f4i tr\u01b0\u1eddng c\u00f3 m\u1eadt \u0111\u1ed9 th\u1ea5p. V\u00ec th\u1ebf, nghi\u00ean c\u1ee9u mang \u0111\u1ebfn cho ch\u00fang ta m\u1ed9t k\u1ebft lu\u1eadn r\u1eb1ng m\u00f4i tr\u01b0\u1eddng c\u00f3 m\u1eadt \u0111\u1ed9 cao l\u00e0m gi\u1ea3m s\u1ef1 ki\u1ec3m so\u00e1t c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 tham gia v\u00e0o WOM- trong nghi\u00ean c\u1ee9u n\u00e0y ch\u00ednh l\u00e0 vi\u1ec7c chia s\u1ebb th\u00f4ng tin tr\u00ean Facebook.<\/p>\n

>>> Xem th\u00eam: 3 chi\u1ebfn thu\u1eadt t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng<\/a><\/strong><\/p>\n

Qua 6 nghi\u00ean c\u1ee9u, v\u1edbi nh\u1eefng k\u1ebft qu\u1ea3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111\u00e3 cung c\u1ea5p c\u00e1c b\u1eb1ng ch\u1ee9ng c\u1ee5 th\u1ec3 cho th\u1ea5y r\u1eb1ng m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i- s\u1ed1 ng\u01b0\u1eddi trong m\u1ed9t khu v\u1ef1c c\u00f3 \u1ea3nh h\u01b0\u1edfng t\u00edch c\u1ef1c \u0111\u1ebfn vi\u1ec7c th\u00fac \u0111\u1ea9y ng\u01b0\u1eddi ti\u00eau d\u00f9ng tham gia v\u00e0o qu\u00e1 tr\u00ecnh truy\u1ec1n mi\u1ec7ng( WOM) v\u00e0 m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i cao l\u00e0m gi\u1ea3m kh\u1ea3 n\u0103ng ki\u1ec3m so\u00e1t nh\u1eadn th\u1ee9c c\u1ee7a h\u1ecd. \u0110\u1eb7c bi\u1ec7t l\u00e0, trong th\u1eddi k\u00ec c\u00f4ng ngh\u1ec7 4.0, vi\u1ec7c truy\u1ec1n mi\u1ec7ng kh\u00f4ng \u0111\u01a1n thu\u1ea7n l\u00e0 vi\u1ec7c trao \u0111\u1ed5i th\u00f4ng tin tr\u1ef1c ti\u1ebfp qua vi\u1ec7c n\u00f3i chuy\u1ec7n th\u00f4ng th\u01b0\u1eddng m\u00e0 c\u00f2n \u0111\u01b0\u1ee3c truy\u1ec1n t\u1ea3i m\u1ed9t c\u00e1ch r\u1ed9ng r\u00e3i qua c\u00e1c thi\u1ebft b\u1ecb tr\u1ef1c tuy\u1ebfn, nh\u1ea5t l\u00e0 c\u00e1c thi\u1ebft b\u1ecb di \u0111\u1ed9ng.<\/p>\n

Do \u0111\u00f3, nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing, nh\u00e0 truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh nh\u1eefng v\u1ecb tr\u00ed c\u00f3 m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i cao th\u00f4ng qua c\u00e1c c\u00f4ng c\u1ee5 \u0111\u1ecbnh v\u1ecb \u0111\u1ec3 t\u0103ng hi\u1ec7u qu\u1ea3 truy\u1ec1n th\u00f4ng cho nh\u1eefng chi\u1ebfn d\u1ecbch marketing c\u1ee7a h\u1ecd \u0111\u1ebfn v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

Ngu\u1ed3n tham kh\u1ea3o: B\u00e0i b\u00e1o \u201cThe Effect of Social Density on Word of Mouth\u201d c\u1ee7a Irene Consiglio, Matteo De Angelis, Michele Costabile thu\u1ed9c T\u1ea1p ch\u00ed Journal of Consumer Research, Volume 45, Issue 3, 1 October 2018, Pages 511\u2013528,\u00a0https:\/\/doi.org\/10.1093\/jcr\/ucy009.<\/p>\n

Ngu\u1ed3n: Ph\u1ea1m Th\u1ecb C\u1ea9m T\u00fa<\/p>","protected":false},"excerpt":{"rendered":"

Trong c\u00e1c y\u1ebfu l\u00e0m t\u0103ng kh\u1ea3 n\u0103ng chia s\u1ebb th\u00f4ng tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi ng\u01b0\u1eddi kh\u00e1c, ta kh\u00f4ng th\u1ec3 kh\u00f4ng ch\u00fa \u00fd t\u1edbi m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng l\u00e0 m\u1eadt \u0111\u1ed9 x\u00e3 h\u1ed9i. V\u1ea5n \u0111\u1ec1 n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u b\u1edfi c\u00e1c gi\u00e1o s\u01b0 Irene Consiglio, Matteo De Angelis, Michele Costabile \u1edf B\u1ed3 […]<\/p>","protected":false},"author":4,"featured_media":4789,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[644],"class_list":["post-4788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-chien-luoc-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4788","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=4788"}],"version-history":[{"count":5,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4788\/revisions"}],"predecessor-version":[{"id":16605,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4788\/revisions\/16605"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/4789"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=4788"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=4788"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=4788"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}