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tinh chat sau: Thi^ nhdt, ngudn tin phai tin cay tff ngudn Thdng tin danh gia/binh luan hi?u ich chuyen mdn, tff nhffng du khach da tffng trai nghiem; se tiep tuc tac ddng den viec cha[r]
(1)Tac dong truyen mieng dien tuf den y djnh chon diem den
cua du khach - nghien culi triTorng hgfp tai dao Ly San
NGO DINH TAM*
Tom tat
Muc tieu cda nghien cdu ndy Id de xem xet hinh dnh kem theo cdc ddnh gid/binh ludn truyin mieng dien td (eWOM) cd tdc dgng tich cytc de'n thdng tin hvtu ich cda thdng tin ddnh gid/binh ludn bang viec sd dung phuang phdp nghien cdu dinh tinh vd dinh lugng vd dUa tren dif lieu thu thdp td 1.327 khdch du lich Thdng tin ddnh gid/binh ludn hUu ich se tie'p tuc tdc dgng de'n viec chdp nhdn thdng tin truyin mieng, tdc dgng de'n hinh dnh diem de'n, cudi cung tdt cd cdc nhdn tdndy tdc ddng de'n y dinh chgn diem de'n cda du khdch
Tuf khoa: truyin mieng dien td (eWOM), hinh dnh kem theo, y dinh chgn diem de'n Summary
This study aims to examine the positive impact of image information in electronic word of mouth (eWOM) on the information usefulness by using both qualitative and quantitative methods as well as data collected from 1,327 tourists The information usefulness will impact information adoption and destination image Finally, all of these factors will affect the destination intention of tourists
Keywords: eWOM, image information, destination intention
^ GlOfI THIEU "Hinh anh" kem theo danh gia/binh luan cd tac ddng
den eWOM, cd lam cho thdng tin eWOM cd hi?u ich Ngay nay, eWOM la cdng cu quan hdn hay khdng?
trong Marketing bdi le tinh lan
tda rdng va nhanh cua mang xa hdi CO S d LY THUYET VA PHU'ONG PHAP Cac nghien cffu trffdc chi rang, cac NGHIEN CuU
yeu td eWOM tac dong den cac
phan cua thuye't hanh vi dff dinh (TPB), Cd sdf ly thuye't
sau dd cac phan TPB tac ddng eWOM la giao tiep giffa ngffdi gii'i khdng thffdng den y dinh chon diem de^n (Jalilvand va mai vdi ngffdi nhan ve thffdng hieu, san pham, td chffc, Samiei, 2012; Ping Wang, 2015) Mac hoac dich vu thdng qua cac trang mang tren internet dii cac tac gia trffdc chi cd nhieu (Yolanda Y Y Chan va E W T Ngai, 2011) eWOM phan cua chat Iffdng thdng tin danh gia de cap den bat ky tuyen bd nao dffa tren trai nghiem tac dong de^n eWOM, nhffng cac tac tich cffc, trurtg tinh hoac tieu cffc ciia khach hang tiem gia chi giai quyet nhffng thuoc tinh ciia nang dang hoac da sff dung ve mot san pham, dich vu, eWOM bang van ban thuan Trong thffdng hieu, dffdc cung cap cho nhieu ngffdi va cac td cac nghien cffu trffdc chffa quan tam de'n chffc thdng qua internet (Henning-Thurau va cdng sff, "Hinh anh" kem theo danh gia/binh luan 2004; Wang va Rodgers, 2011) eWOM hffu ich dffdc trong eWOM Nhff vay, vdi pham vi bai moi ngffdi chap nhan nd dam bao hai yeu td Chdt bao nay, tac gia nghien cffu xem thffc sff lugng eWOM va Nguon tin cdy eWOM
'Tru'dng Dai hoc Cong nghiep Thufc pham TP Ho Chi Minh I Email: tamnd@cntp.edu.vn
(2)(i) Yeu td Chdt lugng eWOM gdm cac phan sau:
Svt lien quan thdng tin ddnh gid: Khi khach hang
tim thdng tin can thiet tren cac website, mang xa hdi, ho ludn mudn bd thdi gian it nha't, nhffng hieu qua nha't Vi vay, sff Uen quan ciia thdng tin danh gia anh hffdng den sff hi?u ich ciia thdng tin eWOM
HI: Sff lien quan cua thdng tin danh gia/binh luan
tac ddng thuan chieu de^n thdng tin hiJu ich
Tinh kip thdi thdng tin ddnh gid: Thdng tin danh
gia kip thdi the hien qua tinh hien tai, hdp thdi va ludn cap nhat Vay, tinh kip thdi ciia thdng tin danh gia se dan den thdng tin hxtu ich hdn
H2: Tinh kip thdi thdng tin danh gia/binh luan tac
ddng thuan chieu den thdng tin hffu ich
Tinh chinh xdc thdng tin ddnh gid: Ngffdi doc nhan
thffc diing dan ciia thdng tin dffa vao chinh xac ciia nd Tren mang xa hoi cd rat nhieu thdng tin danh gia/binh luan, viec ngffdi doc cam nhan thdng tin dung thffc te', cd chuan mu'c cao se giiip cho thdng tin ho nhan dffdc hi?u ich hdn
H3: Tinh chinh xac thdng tin danh gia/binh luan tac
ddng thuan chieu den thdng tin hffu ich
Tinh todn dien cda thdng tin ddnh gid: Tinh toan
dien ciia thdng tin danh gia the hien qua sff day du thdng tin Mot website cd thdng tin toan dien se giup ngffdi doc thffdng xuyen theo ddi nd va se lffu lai nhffng thdng tin dd Vay thdng tin danh gia toan dien lam cho tinh hffu ich cua thdng tin tang len
H4: Tinh toan dien thdng tin danh gia/binh luan tac
ddng thuan chieu den thdng tin hffu ich
Sd lugng vd tinh nhdt qudn cda thdng tin ddnh gid: Khi so' Iffdng thdng tin danh gia td't ve san pham,
dich vu nao dd cang nhieu (Weerawit Lerrthaitrakul va cong sff, 2014) va cang ddng nha't (Lung-Yu Chang va Ching-Lin Huang, 2010) thi se giiip nhffng ngffdi tim kiem thdng tin tin tffdng hdn Nhff vay, rd rang so' Iffdng thdng tin va tinh ddng nha't ciia thdng tin danh gia ve san pham, dich vu cd anh hffdng de^n sff hffu ich ciia thdng tin
H5: So' Iffdng thdng tin danh gia/binh luan cd tac
ddng thuan chieu den thdng tin hffu ich
H6: Sff ddng nha't thdng tin danh gia/binh luan cd
tac ddng thuan chieu de'n thdng tin hffu ich
(ii) Nguon tin cdy (Chuyen mdn ngudi ddnh gid va
Tin cdy nguon): Tin cay ngudn tin danh gia phu thuoc
vao chuyen mdn ngudn tin va sff tin cay cua ngudn tin (Christy M.K Cheung va cdng sff, 2008; Charo va cdng Slf, 2015) Khi khach hang xac dinh dffdc chuyen mdn ciia ngffdi danh gia ve linh vffc quan tam va trang web dang tin cay, thi ho se tin tffdng hdn Vay, rd rang ngudn gdc chuyen mdn ngffdi danh gia va ngudn cung cap thdng tin danh gia lam cho thdng tin hiJu ich hdn
H7: Ngudn gdc chuyen mdn ciia danh gia/binh luan
tac dong thuan chieu den thdng tin hffu ich
H8: Tin cay ngudn tin danh gia/binh luan tac ddng
thuan chieu den thdng tin hffu ich
eWOM kem hinh dnh la giao tiep giffa ngffdi
gffi va ngffdi nhan thdng tin cd kem hinh anh hoac
video thdng qua internet Nhffng hinh anh thffc dffdc ngffdi tieu dung chia se qua cae trang mang xa hoi, blog, diln dan, Youtube hoac nhffng binh luan cd kem theo hinh anh/video se giiip ngffdi tieu dung tin cay hdn nhffng de xua't, danh gia khdng cd hinh anh san pham, dich vu
H9: Hinh anh kem theo thdng tin
danh gia/binh luan tac dong thuan chieu de'n thdng tin hifu ich
Mdi quan he gida Thdng tin hdu ich vdi Chdp nhdn eWOM
Ngffdi tieu dung tim kiem thong tin cho quye't dinh ciia ho ludn hi anh hffdng bdi stf hffu ich ciia thdng tin tim dffdc Thdng tin cang hffu ich vdi ngffcfi doc thi ho se dd dang chap nhan thong tin truyen mieng Nghien cffu trffdc da chi md'i quan he thuan chieu bdi thong tin hiJu ich vdi chap nhan eWOM mdi trffdng trffc tuyen (Christy M K Cheung va cdng sff, 2008; Charo va cong Slf, 2015)
HIO: Thdng tin hu\i ich tac dong
thuan chieu de'n Chap nhan eWOM
Mdi quan he gida Chdp nhdn eWOM vdi Hinh dnh diem den
Thdng tin truyen mieng dien tff hiiu ich giup khach hang tin cay thdng tin, dan den chap nhan thdng tin truyen mieng tren internet Khach du lich cang tin tffdng vao eWOM, thi cang truyen mieng rdng rai tren cac trang ca nhan va cac trang khac Ke't qua da lam cho nhieu ngffdi biet hdn ve diem de^n, lam cho diem de'n vang xa hdn Vay, hinh anh diem de^n da dffdc nang len d mot tam cao mdi Dieu chffng td, Sff chap nhan eWOM cd md'i lien he vdi Hinh anh diem den
Hll: Chap nhan eWOM cd tac dong
thuan chieu den Hinh anh diem den
Mdi quan he gida Chdp nhdn eWOM vdi Y dinh chgn diem den
Nghien cffu trffdc da chi rang, eWOM cd tac ddng tich cffc den y dinh mua mdt san pham, dich vu (Jahlvand va Samiei, 2012) Du lich la mot dich vu, vi vay, y dinh chon diem den ciing bi anh hffdng bdi eWOM (Jalilvand va Samiei, 2012) Trong bd'i canh hien tai, khach du lich nhan dffdc mot eWOM tich cifc ve mot diem de'n, ho se sff dung thdng tin danh gia dd cho quyet dinh chon diem de'n ciia ho B^i le, khach du lich bat dffdc eWOM tich cffc ve mot diem de'n, thi ho se tin
(3)Kinhte
quye't dinh chon cua ho dffa tren eWOM it riii ro hdn
H12: Chap nhan eWOM tac ddng
thuan chieu de^n Y dinh chon diem de^n
Mdi lien he gida Hinh*dnh diem den vdi Y dinh chgn diem den
Khi khach du lich danh gia td't ve diem den se tang hinh anh diem de'n, luc nhffng du khach mdi cd the dffa vao cam nhan eua ho doe dffdc de chon diem de'n Vay, hinh anh diem den cd anh hffdng den y dinh chon diem den cua du khach
H13: Hinh anh diem den tac ddng
thuan chieu den Y dinh chon diem den Phtfdng phap nghign ctfu
Nghien cffu gdm 13 thang chinh thffc Iffdng cac nhan td' (khai niem) md hinh nghien cffu, gdm thang do Iffdng nhan tdtae dong den Thdng tin hi?u ieh ciia cac danh giaMnh luan, thang do Iffdng cae bie'n trung gian va thang do Iffdng bie^n phu thudc y dinh chon diem den Cac thang dffdc xay dffng difa vao thang likert mffe (1 Hoan toan khdng ddng y, Khdng ddng y, Trung lap, Dong y, Hoan toan ddng
y)-Tac gia phat 1.327 phieu khao sat (trong dd 127 phie^u khao sat gffi qua email va 1.200 phieu khao sat gffi trffc tiep) de'n cac du khach thdi gian tff thang 03/2018 de'n thang 10/2018, thi sd phieu thu lai dffdc gdm 1.149 phieu (cd 1.098 phieu trffc tiep va 61 email), qua bffdc lam sach dff lieu cdn lai 949 phieu khao sat tin cay dffa vao nhap lieu phan tich dinh Iffdng
Dd'i tffdng khao sat dffdc chia nhdm chinh: nhdm thff nha't gdm 400 du khach Ha Ndi, nhdm thff hai gdm 400 du khach Da Nang, nhdm thff ba gdm 400 khao sat va 127 email khao sat du khach TP Hd Chi Minh Nhdm ngffdi dffdc phat phie'u khao sat la nhffng dd'i tffdng da tffng tham khao y kie'n du khach di du lich hoac da tffng chia se diem de'n tren trang mang (Bdi viet
sd dung cdch viet sd thdp phdn theo chudn qud'c te)
KET QUA NGHIEN CLfU
Ket qud ddnh gid thang sO bg
Tff ke't qua Bang 1, ta't ca 13 thang deu danh gia dat yeu cau Ta't ca 47 bien quan sat ciia 13 thang deu cd he so tffdng quan bie^n tdng ldn hdn 0.3 Nhff
BANG 1: KET QUA PHAN TICH CRONBACH'S ALPHA
Thang
LQ: Slf lien quan KT: tfnh Icip tlidi CX: tinh chinh xac TD: tinh toan dien SL: so'lufdng NQ: tinh nha't quan HK: hinh anh kem theo CM: nguon goc chuyen mon TC: nguon tin cay
HI: thong tin hu^u ich CN: chap nhan eWOM HA: hinh anh diem de'n YC: y dinh chon diem de'n
S6' bidn quan sat
3 3 3 3 4 3 5 3 3 3 4 5 5
Hg s6' Cronbach's Alpha
0.935 0.948 0.975 0.962 0.961 0.956 0.957 0.947 0.942 0.969 0.950 0.967 0.982
Trang thai danh gia Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau Dat yeu cau
Ngudn: Xu' ly so lieu bang ph^n mgm SPSS HINH: KET QUA KIEM DINH MO HJNH LY THUYET
(4)BANG 2: KET QUA (16c LCTCiNG BOOTSTRAP Quan ti^ HI HI HI HI HI HI HI HI HI CN HA YC YC <— <— <— <— <— <— < -<— < -<— <— <— <— HK SL CX NQ KT LQ TD CM TC HI CN HA CN Mean Udc Irfcfng ML
0.107 -0.084 0.08 0.072 0.083 0.079 0.121 0.112 0.083 0.145 0.275 0.295 0.069 SE 0.037 0.041 0.036 0.036 0.034 0.04 0.046 0.039 0.045 0.038 0.03 0.034 0.034
lfdc ltfdng Bootstrap
SE-SE 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 Mean 0.109 -0.082 0.079 0.071 0.082 0.078 0.121 0.113 0.083 0.146 0.276 0.295 0.068 Bias 0.002 0.002 -0.001 -0.001 -0.001 -0.002 0.001 0.001 0.001 -0.001 SE-Bias 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 0.001 ICRI 2.00 2.00 1.00 1.00 1.00 2.00 0.00 1.00 1.00 0.00 1.00 0.00 1.00 BANGS
Md'i quan hg
HI HI HI HI HI HI HI HI HI CN HA YC YC <— < -<— <— <— <— <— <— <— <— <— <— < -HK SL CX NQ KT LQ TD CM TC HI CN HA CN
KET QUA KIEM DINH GIA THUYET NGHIEN CCJfU Trong s6'h6i qua
chifa chu^n hoa
0.088 -0.057 0.064 0.061 0.053 0.056 0.082 0.071 0.058 0.159 0.33 0.318 0.089
Sai l^ch chuin (S.E.) 0.031 0.026 0.028 0.029 0.022 0.026 0.026 0.024 0.026 0.036 0.04 0.036 0.043 NgiOng tdi h^n (CR.) 2.842 -2.19 2.266 2.107 2.42 2.149 3.155 2.963 2.257 4.352 8.354 8.891 2.078 Gia tri P 0.004 0.029 0.023 0.035 0.016 0.032 0.002 0.003 0.024 *** *** **^ 0.038
Ngudn: Tac gia xu" iy dtf lieu bang p h i n m e m AMOS
vay, bffdc phan tich Cronbach's Alpha khdng cd bien quan sat nao bi loai, 13 thang deu ed y nghia thd'ng ke
Tie'p theo phan tieh EFA, ke't qua phan tich EFA cho tha'y, he sd KMO > 0.15; Eigenvalues = 1.153 dffng ci nhan td thff 13; tdng phffdng sai trich = 90.664% va ta't ca cac bie'n quan sat deu cd so' tai nhan td ldn hdn 0.5 Nhir vay, ke't luan qua bffdc phan tich EFA 47 bien dffdc giff lai ta't ca, 13 nhan tdphii hdp vdi gia thuye't ban dau
Tdm lai, danh gia sd bo thang gdm bffdc phan tich Cronbach's Alpha va EFA, thi ta't ca 47 bie'n quan sat deu dffdc giff lai, 13 nhan to' hoi tu dung nhff gia thuye't dffa
Ket qud phdn tich CFA
De cd bo thang td't, tac gia tien hanh bffdc danh gia thang chinh thu'c bang phan tich CFA
Ket qua phan tich CFA cho thay, Chi Square = 2266.804; df = 956; Chi
square/df = 2.371; GFI = 0.910; TLI = 0.974; CFI = 0.977 va RMSEA = 0.038 Ke^t qua cac he sd' da cho tha'y, md hinh Iffdng phu hdp vdi dff lieu thi trffdng Ket qua CFA cho tha'y, khdng cd sai sd cua tap bie'n quan sat tffdng quan vdi nen ke't luan eac thang dat tinh ddn hffdng
Ke^t qua phan tich tin cay thang cho tha'y, tin cay tdng hdp (P^,) cac thang deu ldn hdn 0.5; phffdng sai tdng hdp (Py^) ta't ca cae thang deu ldn hdn 0.5; va ta't ca thang deu co he sd'Cronbach's Alpha ldn hdn 0.8 nhff vay cd the thang dat tin cay tdt
Ke't qua phan tich CFA cho thay, ket qua so' ffdc Iffdng ehuan hda cua cac bie'n quan sat ldn hdn 0.5 Dieu chffng td, eac thang deu dat gia tri hdi tu
Ket qua cho tha'y, cac he sd tffdng quan deu khac vdi mffe y nghia 5% (p = 0.05) Dieu cho thay, cac thang dat gia tri phan biet
Ket qud kiem dinh md hinh ly thuyet
Ket qua kiem dinh md hinh ly thuyet cho tha'y, cac he so' Chi Square = 2463.054; df = 985; Chi square/df = 2.501; GFI = 0.902; TLI = 0.971; CFI = 0.974 va RMSEA = 0.040 (Hinh) Ket qua deu nam khoang chap nhan dffdc Vay, ket luan md hinh phii hdp kha td't vdi dff lieu thi trffdng
Ket qud kiem dinh bootstrap
Bang cho tha'y, ket qua gia tri trung binh chuan hda (Mean) cua ffdc Iffdng phffdng phap ML va gia tri trung binh chuan hda theo phffdng phap ffdc Iffdng
(5)Bootstrap xap xi Tri tuyet dd'i cua Tff ket qua nghien effu, nit mdt so ham y quan he so CR (CR = Bias/SE Bias) khdng tri vdi dia phffdng, doanh nghiep du lich va du khach ldn hdn 2, dieu cho tha'y, ffdc Iffdng mud'n chon mot diem den du lich, nhff sau:
md hinh tin cay Vdi dia phUOng sd hdu diem den du lich: Dia
Ket qud kiem dinh gid thuyet phffdng tang cffdng quan tam phat trien diem de'n ve
Ket qua ffdc Iffdng chffa chuan hda cd moi mat nham muc dich tao hinh anh cho diem de^n de gia tri P deu nhd hdn 0.05 Tuy nhien, moi ngffdi cd the truyen mieng qua he thd'ng cac theo ke^t qua kiem dinh cho rang, SL —> trang mang xa hdi, blog ca nhan va cac trang website HI cd so ffdc Iffdng chffa chuan hda cua td chffc, ca nhan
am (-) va ta't ca so' ffdc Iffdng chffa Vdi cdc doanh nghiep du lich: Cac doanh nghiep chuan hda deu cd gia tri dffdng (-1-) Vay, nen khai thac cac ngudn thdng tin truyen mieng dien gia thuyet H5: Sd' Iffdng danh gia/binh tff de quang ba diem den doanh nghiep mud'n khai thac luan tac dong thuan chieu den thdng tin va theo ddi nhffng thdng tin truyen mieng kip thdi de hi?u ich khdng dffdc chap nhan thiet ke cac tour du lich cho phu hdp vdi nhu cau thi trffdng Nhff trffdng hdp khach du lich dang danh gia td't HAM Y QUAN TRj ve mot diem den ma doanh nghiep chffa khai thac, thi
nhanh chdng thiet ke tour de ddn thi trffdng
Nhff vay, thdng tin hffu ich cua thdng Vdi khdch du lich: Trffdc ed y dinh chon mdt tin danh gia/binh luan deu chiu tac dong diem den, hay tham khao ngudn thdng tin truyen mieng thuan chieu cua cac yeu td: chat Iffdng dien tff Day la mot ngudn tin quan cua dd'i tffdng eWOM, ngudn tin cay eWOM va hinh phi ldi nhuan cung cap Tuy nhien, tham khao, can anh kem theo Trong dd, tac dong cua phai dam bao ngudn tin truyen mieng dien tff cd eac ye'u td' so Iffdng thdng tin bi loai bd tinh chat sau: Thi^ nhdt, ngudn tin phai tin cay tff ngudn Thdng tin danh gia/binh luan hi?u ich chuyen mdn, tff nhffng du khach da tffng trai nghiem; se tiep tuc tac ddng den viec chap nhan Thd hai, hinh anh kem theo danh gia eua ho phai la thdng tin truyen mieng, tac ddng de^n hinh anh thffc te', td't nha't la cac video livestream; Thd hinh anh diem de'n, cud'i cung tat ca cac ba, tinh nha't quan thdng tin cua nhffng ngffdi danh gia nhan td tac dong den y dinh chon Ngffdi tham khao phai biet chon nhffng trang website diem den cua du khach cd tinh tin cay de theo ddi.Q
J^AI LIEU THAM KHAO
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Marketing, 18(1), 38-52
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Sciences (IJHMS), 3(1), 41-46
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