{"id":5719,"date":"2023-11-29T19:38:06","date_gmt":"2023-11-29T19:38:06","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5719"},"modified":"2023-11-29T15:53:42","modified_gmt":"2023-11-29T15:53:42","slug":"nhung-dieu-can-biet-ve-ly-thuyet-hanh-vi-nguoi-tieu-dung","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/nhung-dieu-can-biet-ve-ly-thuyet-hanh-vi-nguoi-tieu-dung.html","title":{"rendered":"Nh\u1eefng \u0111i\u1ec1u c\u1ea7n bi\u1ebft v\u1ec1 l\u00fd thuy\u1ebft h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng"},"content":{"rendered":"

1. T\u1ed5ng quan v\u1ec1 l\u00fd thuy\u1ebft h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/h2>\n

H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 m\u1ed9t trong nh\u1eefng l\u00fd thuy\u1ebft quan tr\u1ecdng \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o nghi\u00ean c\u1ee9u nh\u01b0 l\u00e0 m\u1ed9t m\u00f4n h\u1ecdc c\u1ea5p cao. Nghi\u00ean c\u1ee9u l\u00fd thuy\u1ebft v\u00e0 ph\u00e2n t\u00edch h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd gi\u00fap cho ch\u00fang ta hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1c \u0111\u1eb7c tr\u01b0ng, t\u00ednh ch\u1ea5t v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u0110i\u1ec1u n\u00e0y c\u00f3 l\u1ee3i khi \u00e1p d\u1ee5ng v\u1edbi c\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 cho c\u00e1c doanh nghi\u1ec7p.<\/p>\n

1.1. Kh\u00e1i ni\u1ec7m h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/h3>\n

H\u00e0nh vi l\u00e0 g\u00ec v\u00e0\u00a0\u0111\u1ecbnh ngh\u0129a n\u00e0o ch\u1ec9 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng?<\/p>\n

H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef ch\u1ec9 t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng li\u00ean quan \u0111\u1ebfn vi\u1ec7c mua h\u00e0ng, s\u1eed d\u1ee5ng v\u00e0 ng\u01b0ng s\u1eed d\u1ee5ng c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5. H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng bao g\u1ed3m c\u00e1c ph\u1ea3n \u1ee9ng v\u00e0 th\u00e1i \u0111\u1ed9 v\u1ec1 c\u1ea3m x\u00fac, tinh th\u1ea7n v\u00e0 h\u00e0nh vi ti\u00eau d\u00f9ng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u00e3 s\u1eed d\u1ee5ng tr\u01b0\u1edbc \u0111\u00f3 trong l\u0129nh v\u1ef1c s\u1ea3n ph\u1ea9m h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 n\u00e0y.<\/p>\n

\"kh\u00e1i<\/p>\n

H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng bao g\u1ed3m t\u1ed5ng h\u1ee3p \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng mua h\u00e0ng, ho\u1ea1t \u0111\u1ed9ng ti\u00eau d\u00f9ng\/ s\u1eed d\u1ee5ng v\u00e0 ho\u1ea1t \u0111\u1ed9ng x\u1eed l\u00fd h\u00e0ng h\u00f3a. C\u1ee5 th\u1ec3 c\u00f3 th\u1ec3 ph\u00e2n t\u00edch nh\u01b0 sau:<\/p>\n

– Ho\u1ea1t \u0111\u1ed9ng mua h\u00e0ng: ngh\u0129a l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua s\u1ea3n ph\u1ea9m h\u00e0ng h\u00f3a ho\u1eb7c d\u1ecbch v\u1ee5. C\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua s\u1ea3n ph\u1ea9m h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng d\u1eabn \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, bao g\u1ed3m c\u1ea3 vi\u1ec7c t\u00ecm ki\u1ebfm th\u00f4ng tin, \u0111\u00e1nh gi\u00e1 h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5, ph\u01b0\u01a1ng th\u1ee9c thanh to\u00e1n v\u00e0 bao g\u1ed3m c\u1ea3 tr\u1ea3i nghi\u1ec7m c\u1ee7a ng\u01b0\u1eddi d\u00f9ng khi mua h\u00e0ng. \u0110\u1ec3 \u0111o l\u01b0\u1eddng s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng, b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng ch\u1ec9 s\u1ed1\u00a0CSAT<\/strong>.<\/p>\n

– Ho\u1ea1t \u0111\u1ed9ng s\u1eed d\u1ee5ng\/ ti\u00eau d\u00f9ng: l\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng\/ ti\u00eau d\u00f9ng c\u00e1c s\u1ea3n ph\u1ea9m h\u00e0ng h\u00f3a, d\u1ecbch v\u1ee5 c\u1ee7a ng\u01b0\u1eddi mua.<\/p>\n

– Ho\u1ea1t \u0111\u1ed9ng x\u1eed l\u00fd: li\u00ean quan \u0111\u1ebfn c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ea3i b\u1ecf s\u1ea3n ph\u1ea9m v\u00e0 bao b\u00ec; c\u0169ng c\u00f3 th\u1ec3 bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng b\u00e1n l\u1ea1i hay ho\u1ea1t \u0111\u1ed9ng k\u00fd g\u1eedi h\u00e0ng h\u00f3a.<\/p>\n

Ph\u1ea3n h\u1ed3i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 l\u00e0: ph\u1ea3n \u1ee9ng c\u1ea3m x\u00fac, t\u00ecnh c\u1ea3m, ph\u1ea3n \u1ee9ng tinh th\u1ea7n v\u00e0\u00a0 ph\u1ea3n \u1ee9ng h\u00e0nh vi. Ph\u1ea3n \u1ee9ng c\u1ea3m x\u00fac, t\u00ecnh c\u1ea3m \u0111\u1ec1 c\u1eadp \u0111\u1ebfn nh\u1eefng c\u1ea3m x\u00fac nh\u01b0 t\u00e2m tr\u1ea1ng. Ph\u1ea3n \u1ee9ng tinh th\u1ea7n ho\u1eb7c nh\u1eadn th\u1ee9c \u0111\u1ec1 c\u1eadp \u0111\u1ebfn qu\u00e1 tr\u00ecnh suy ngh\u0129 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u00e0 ph\u1ea3n \u1ee9ng h\u00e0nh vi \u0111\u1ec1 c\u1eadp \u0111\u1ebfn ph\u1ea3n \u1ee9ng c\u00f3 th\u1ec3 quan s\u00e1t \u0111\u01b0\u1ee3c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng li\u00ean quan \u0111\u1ebfn vi\u1ec7c mua v\u00e0 th\u1ea3i b\u1ecf h\u00e0ng h\u00f3a ho\u1eb7c d\u1ecbch v\u1ee5.<\/p>\n

N\u00f3i t\u00f3m l\u1ea1i, l\u00fd thuy\u1ebft h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c nguy\u00ean t\u1eafc h\u00e0nh vi, th\u01b0\u1eddng \u0111\u1ea1t \u0111\u01b0\u1ee3c b\u1eb1ng c\u01a1 s\u1edf th\u1ef1c nghi\u1ec7m, \u0111\u1ec3 gi\u1ea3i th\u00edch t\u00e2m l\u00fd ti\u00eau d\u00f9ng kinh t\u1ebf c\u1ee7a con ng\u01b0\u1eddi. N\u00f3 l\u00e0 m\u1ed9t m\u00f4n h\u1ecdc v\u00e0 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ee9ng \u1edf giao \u0111i\u1ec3m c\u1ee7a t\u00e2m l\u00fd kinh t\u1ebf v\u00e0 khoa h\u1ecdc ti\u1ebfp th\u1ecb.<\/p>\n

1.2. C\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/h3>\n

Qu\u00e1 tr\u00ecnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi m\u1ed9t lo\u1ea1t c\u00e1c y\u1ebfu t\u1ed1 b\u00ean trong (ch\u1ee7 quan) v\u00e0 b\u00ean ngo\u00e0i (kh\u00e1ch quan).<\/p>\n

1.2.1. Nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/h4>\n

Nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn nh\u1eadn th\u1ee9c v\u1ec1 vi\u1ec7c ti\u00eau th\u1ee5 h\u00e0ng h\u00f3a, n\u00f3 \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh b\u1edfi ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong b\u1ed1i c\u1ea3nh m\u00f4i tr\u01b0\u1eddng mua s\u1eafm d\u00e0i h\u1ea1n v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng mua h\u00e0ng.<\/p>\n

S\u1ef1 thay \u0111\u1ed5i trong nh\u1eadn th\u1ee9c v\u1ec1 gi\u00e1 tr\u1ecb cu\u1ed9c s\u1ed1ng l\u00e0 y\u1ebfu t\u1ed1 tr\u1ef1c ti\u1ebfp \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ef1 thay \u0111\u1ed5i nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Khi m\u1ee9c s\u1ed1ng c\u1ee7a con ng\u01b0\u1eddi ti\u1ebfp t\u1ee5c t\u0103ng cao, nhu c\u1ea7u ti\u00eau d\u00f9ng v\u00e0 nh\u1eefng gi\u00e1 tr\u1ecb cu\u1ed9c s\u1ed1ng lu\u00f4n thay \u0111\u1ed5i,… B\u00ean c\u1ea1nh \u0111\u00f3, s\u1ef1 kh\u00e1c bi\u1ec7t trong t\u00ednh c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng l\u00e0 \u0111\u1ed9ng l\u1ef1c b\u00ean trong cho nh\u1eefng thay \u0111\u1ed5i trong nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

\"nh\u1eadn<\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, c\u1ea1nh tranh th\u1ecb tr\u01b0\u1eddng c\u0169ng l\u00e0 ch\u1ea5t x\u00fac t\u00e1c cho nh\u1eefng thay \u0111\u1ed5i trong nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Nhi\u1ec1u doanh nghi\u1ec7p \u0111\u00e3 cho ra c\u00e1c s\u1ea3n ph\u1ea9m mang th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ri\u00eang m\u00ecnh \u0111\u1ec3 cho m\u1ed9t v\u1ecb tr\u00ed nh\u1ea5t \u0111\u1ecbnh tr\u00ean th\u1ecb tr\u01b0\u1eddng (brand positioning<\/strong>). V\u00e0 khi \u0111\u1ee9ng tr\u01b0\u1edbc h\u00e0ng lo\u1ea1t c\u00e1c l\u1ef1a ch\u1ecdn v\u1edbi nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 th\u1ebf, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd c\u00f3 xu h\u01b0\u1edbng nghi\u00eang v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u00f3 th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng hay ph\u1ed5 bi\u1ebfn h\u01a1n ho\u1eb7c c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f3\u00a0kols<\/strong>,\u00a0celeb<\/strong>\u00a0l\u00e0m\u00a0\u0111\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u<\/strong>.<\/p>\n

1.2.2. \u1ea2nh h\u01b0\u1edfng ch\u1ee7 quan \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng<\/h4>\n

C\u00e1c \u1ea3nh h\u01b0\u1edfng ch\u1ee7 quan \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u1ea3 y\u1ebfu t\u1ed1 c\u00e1 nh\u00e2n v\u00e0 gi\u1eefa quan h\u1ec7 c\u00e1c c\u00e1 nh\u00e2n v\u1edbi nhau. Th\u1ef1c t\u1ebf cho th\u1ea5y r\u1eb1ng c\u00e1c c\u00e1 nh\u00e2n c\u00f3 chung b\u1ea3n s\u1eafc c\u00e1 nh\u00e2n v\u00e0 b\u1ea3n s\u1eafc x\u00e3 h\u1ed9i (b\u1ea3n s\u1eafc c\u00e1 nh\u00e2n g\u1ed3m s\u1edf th\u00edch, k\u1ef9 n\u0103ng, kh\u1ea3 n\u0103ng; b\u1ea3n s\u1eafc x\u00e3 h\u1ed9i bao g\u1ed3m h\u00e0nh vi ti\u00eau d\u00f9ng theo \u0111\u1ed9 tu\u1ed5i, l\u1ed1i s\u1ed1ng, t\u00f4n gi\u00e1o,…). Do \u0111\u00f3, h\u00e0nh vi mua h\u00e0ng c\u0169ng b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 y\u1ebfu t\u1ed1 t\u00e2m l\u00fd, y\u1ebfu t\u1ed1 kinh t\u1ebf x\u00e3 h\u1ed9i, nh\u00e2n kh\u1ea9u h\u1ecdc v\u00e0 c\u1ea3 nh\u00e2n c\u00e1ch.<\/p>\n

\"\u1ea3nh<\/p>\n

C\u00e1c y\u1ebfu t\u1ed1 nh\u00e2n kh\u1ea9u h\u1ecdc bao g\u1ed3m m\u1ee9c thu nh\u1eadp, t\u00e2m l\u00fd ng\u01b0\u1eddi ti\u00eau d\u00f9ng\u00a0(l\u1ed1i s\u1ed1ng), tu\u1ed5i t\u00e1c, ngh\u1ec1 nghi\u1ec7p v\u00e0 t\u00ecnh tr\u1ea1ng kinh t\u1ebf x\u00e3 h\u1ed9i. C\u00e1c y\u1ebfu t\u1ed1 t\u00ednh c\u00e1ch bao g\u1ed3m ki\u1ebfn \u200b\u200bth\u1ee9c, th\u00e1i \u0111\u1ed9, gi\u00e1 tr\u1ecb c\u00e1 nh\u00e2n, ni\u1ec1m tin, c\u1ea3m x\u00fac v\u00e0 tinh th\u1ea7n. Y\u1ebfu t\u1ed1 t\u00e2m l\u00fd bao g\u1ed3m \u0111\u1ed9ng l\u1ef1c, th\u00e1i \u0111\u1ed9, gi\u00e1 tr\u1ecb v\u00e0 ni\u1ec1m tin c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n. C\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng bao g\u1ed3m m\u00f4i tr\u01b0\u1eddng v\u00e0 kinh nghi\u1ec7m tr\u01b0\u1edbc \u0111\u00e2y c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi danh m\u1ee5c ho\u1eb7c nh\u00e3n hi\u1ec7u h\u00e0ng h\u00f3a.<\/p>\n

1.2.3. \u1ea2nh h\u01b0\u1edfng kh\u00e1ch quan \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng<\/h4>\n

H\u00e0nh vi mua h\u00e0ng c\u0169ng c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c t\u00e1c \u0111\u1ed9ng b\u00ean ngo\u00e0i, ch\u1eb3ng h\u1ea1n nh\u01b0 v\u0103n h\u00f3a, v\u0103n h\u00f3a ph\u1ee5, t\u1ea7ng l\u1edbp x\u00e3 h\u1ed9i, c\u00e1c nh\u00f3m tham kh\u1ea3o, gia \u0111\u00ecnh v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh t\u00ecnh hu\u1ed1ng mua h\u00e0ng.<\/p>\n

V\u0103n h\u00f3a \u0111\u1ec1 c\u1eadp \u0111\u1ebfn s\u1ef1 ph\u1ee9c t\u1ea1p c\u1ee7a \u00fd ngh\u0129a trong h\u1ecdc t\u1eadp, h\u1ec7 th\u1ed1ng gi\u00e1 tr\u1ecb, chu\u1ea9n m\u1ef1c v\u00e0 phong t\u1ee5c \u0111\u01b0\u1ee3c chia s\u1ebb b\u1edfi c\u00e1c th\u00e0nh vi\u00ean c\u1ee7a m\u1ed9t x\u00e3 h\u1ed9i. C\u00e1c chu\u1ea9n m\u1ef1c v\u0103n h\u00f3a t\u01b0\u01a1ng \u0111\u1ed1i \u1ed5n \u0111\u1ecbnh theo th\u1eddi gian, do \u0111\u00f3 v\u0103n h\u00f3a c\u00f3 t\u00e1c \u0111\u1ed9ng l\u1edbn \u0111\u1ebfn h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. C\u00e1c nghi\u00ean c\u1ee9u \u0111\u00e3 li\u00ean t\u1ee5c ch\u1ec9 ra r\u1eb1ng v\u0103n h\u00f3a \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u1ea7u h\u1ebft m\u1ecdi kh\u00eda c\u1ea1nh c\u1ee7a vi\u1ec7c mua h\u00e0ng: n\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1c l\u0129nh v\u1ef1c t\u00e2m l\u00fd c\u01a1 b\u1ea3n nh\u01b0 t\u1ef1 nh\u1eadn d\u1ea1ng v\u00e0 \u0111\u1ed9ng l\u1ef1c; n\u00f3 c\u0169ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch x\u1eed l\u00fd th\u00f4ng tin v\u00e0 c\u00e1ch th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c di\u1ec5n gi\u1ea3i.<\/p>\n

\"\u1ea3nh<\/p>\n

M\u1ed9t lo\u1ea1i v\u0103n h\u00f3a nh\u00f3m kh\u00e1c l\u00e0 v\u0103n h\u00f3a nh\u00f3m ti\u00eau d\u00f9ng d\u1ef1a tr\u00ean cam k\u1ebft chung v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c s\u1ea3n ph\u1ea9m chung. N\u00f3i c\u00e1ch kh\u00e1c, v\u0103n h\u00f3a ti\u00eau d\u00f9ng c\u1eaft ngang ranh gi\u1edbi nh\u00e2n kh\u1ea9u h\u1ecdc, \u0111\u1ecba l\u00fd v\u00e0 x\u00e3 h\u1ed9i. Th\u1ee9 nh\u1ea5t, nghi\u00ean c\u1ee9u cho r\u1eb1ng c\u00e1c n\u1ec1n v\u0103n h\u00f3a c\u00f3 th\u1ec3 \u0111\u1ea1i di\u1ec7n cho c\u00e1c\u00a0ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/strong>\u00a0l\u1edbn c\u00f3 l\u1ee3i nhu\u1eadn v\u00e0 c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng, c\u00f3 nh\u1eefng l\u1ee3i th\u1ebf r\u00f5 r\u00e0ng trong vi\u1ec7c ph\u00e1t tri\u1ec3n v\u00e0 b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a c\u00e1c th\u00e0nh vi\u00ean v\u0103n h\u00f3a nh\u00f3m. Th\u1ee9 hai, nhi\u1ec1u m\u1ed1t th\u1eddi trang m\u1edbi xu\u1ea5t hi\u1ec7n m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean t\u1eeb trong c\u00e1c v\u0103n h\u00f3a nh\u00f3m n\u00e0y. Nh\u1eefng ng\u01b0\u1eddi \u0111i \u0111\u1ea7u xu h\u01b0\u1edbng th\u00edch h\u1ee3p nghi\u00ean c\u1ee9u l\u1ed1i s\u1ed1ng v\u00e0 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a c\u00e1c nh\u00f3m nh\u1eb1m n\u1ed7 l\u1ef1c ph\u00e1t hi\u1ec7n xu h\u01b0\u1edbng m\u1edbi tr\u01b0\u1edbc khi h\u1ecd \u0111i theo xu h\u01b0\u1edbng n\u00e0o \u0111\u00f3.<\/p>\n

T\u1ea7ng l\u1edbp x\u00e3 h\u1ed9i \u0111\u1ec1 c\u1eadp \u0111\u1ebfn s\u1ef1 ph\u00e2n chia t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u1ed3ng nh\u1ea5t trong m\u1ed9t x\u00e3 h\u1ed9i, th\u01b0\u1eddng d\u1ef1a tr\u00ean c\u00e1c bi\u1ebfn s\u1ed1 kinh t\u1ebf x\u00e3 h\u1ed9i nh\u01b0 tr\u00ecnh \u0111\u1ed9 h\u1ecdc v\u1ea5n, thu nh\u1eadp v\u00e0 ngh\u1ec1 nghi\u1ec7p. T\u1ea7ng l\u1edbp x\u00e3 h\u1ed9i c\u00f3 th\u1ec3 r\u1ea5t kh\u00f3 x\u00e1c \u0111\u1ecbnh v\u00e0 \u0111o l\u01b0\u1eddng, tuy nhi\u00ean c\u00e1c\u00a0Marketer<\/strong>\u00a0tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi c\u00f3 xu h\u01b0\u1edbng s\u1eed d\u1ee5ng m\u1ed9t ph\u00e2n lo\u1ea1i th\u00f4ng th\u01b0\u1eddng, ph\u00e2n chia d\u00e2n s\u1ed1 nh\u1ea5t \u0111\u1ecbnh th\u00e0nh n\u0103m nh\u00f3m kinh t\u1ebf x\u00e3 h\u1ed9i.<\/p>\n

2. T\u1ed5ng quan v\u1ec1 h\u00e0nh vi mua c\u1ee7a\u00a0ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam<\/h2>\n

C\u00f3 th\u1ec3 n\u00f3i hi\u1ec7n nay, t\u00e2m l\u00fd v\u1ec1 h\u00e0nh vi ti\u00eau d\u00f9ng c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t l\u00e0 r\u1ea5t ph\u1ee9c t\u1ea1p v\u00e0 n\u00f3 bi\u1ebfn \u0111\u1ed5i kh\u00f4ng ng\u1eebng qua t\u1eebng giai \u0111o\u1ea1n. \u0110\u1eddi s\u1ed1ng ti\u00eau d\u00f9ng c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t Nam c\u0169ng ng\u00e0y c\u00e0ng cao. M\u1ed9t v\u00ed d\u1ee5 v\u1ec1 nghi\u00ean c\u1ee9u c\u00e1c nh\u00e2n t\u1ed1 \u1ea3nh h\u01b0\u1edfng t\u1edbi h\u00e0nh vi mua s\u1eafm t\u1ea1i si\u00eau th\u1ecb c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam, cho ra nh\u1eefng k\u1ebft qu\u1ea3 nh\u01b0 sau:<\/p>\n

Th\u1ee9 nh\u1ea5t, hi\u1ec7n nay, h\u00e0nh vi ti\u00eau d\u00f9ng c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t c\u00f3 xu h\u01b0\u1edbng \u01b0a chu\u1ed9ng nh\u1eefng d\u00f2ng s\u1ea3n ph\u1ea9m cao c\u1ea5p. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 di\u1ec5n ra \u1edf khu v\u1ef1c th\u00e0nh th\u1ecb m\u00e0 c\u00f2n xu\u1ea5t hi\u1ec7n nhi\u1ec1u \u1edf khu v\u1ef1c n\u00f4ng th\u00f4n. C\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m cao c\u1ea5p \u0111\u1ea1i di\u1ec7n cho s\u1ea3n ph\u1ea9m c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng cao v\u00e0 c\u1ea3 m\u1eabu m\u00e3, bao b\u00ec \u0111\u1eb9p m\u1eaft. T\u00e2m l\u00fd mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t s\u1ebd c\u1ea3m th\u1ea5y m\u00ecnh t\u1ef1 tin h\u01a1n khi s\u1eed d\u1ee5ng c\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y.<\/p>\n

\"t\u1ed5ng<\/p>\n

Th\u1ee9 hai, an to\u00e0n s\u1ee9c kh\u1ecfe l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 \u0111\u1ec3 ng\u01b0\u1eddi Vi\u1ec7t quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. Ch\u00ednh v\u00ec th\u1ebf, khi c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00e3 \u201cd\u00ednh scandal\u201d v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng k\u00e9m, kh\u00f4ng an to\u00e0n cho s\u1ee9c kh\u1ecfe, nh\u1ea5t l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m v\u1ec1 l\u01b0\u01a1ng th\u1ef1c, th\u1ef1c ph\u1ea9m \u0111\u1ed3 u\u1ed1ng,… s\u1ebd khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng Vi\u1ec7t m\u1ea5t l\u00f2ng tin.<\/p>\n

Th\u1ee9 ba, t\u00e2m l\u00fd mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t c\u00f2n \u1ea3nh h\u01b0\u1edfng r\u1ea5t nhi\u1ec1u \u0111\u1ebfn m\u1ea1ng internet. B\u1edfi h\u1ea7u h\u1ebft internet \u0111\u00e3 len l\u1ecfi v\u00e0o m\u1ecdi l\u0129nh v\u1ef1c trong cu\u1ed9c s\u1ed1ng c\u1ee7a con ng\u01b0\u1eddi. H\u1ecd c\u1ea7n th\u00f4ng qua m\u1ea1ng \u0111\u1ec3 t\u00ecm hi\u1ec3u gi\u00e1 c\u1ea3 h\u00e0ng ti\u00eau d\u00f9ng, \u0111\u1eb7c t\u00ednh s\u1ea3n ph\u1ea9m l\u00e0 g\u00ec, h\u00e0ng h\u00f3a c\u1ea5p th\u1ea5p, h\u00e0ng h\u00f3a c\u1ea5p cao hay\u00a0 c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng kinh doanh,…\u00a0Ch\u00ednh v\u00ec th\u1ebf, \u0111i\u1ec1u n\u00e0y tr\u1edf th\u00e0nh m\u1ed9t \u0111i\u1ec1u ki\u1ec7n thu\u1eadn l\u1ee3i \u0111\u1ec3 c\u00e1c doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m qua internet. Xu h\u01b0\u1edbng mua h\u00e0ng online c\u0169ng tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn v\u00e0 d\u1ea7n thay th\u1ebf so v\u1edbi xu h\u01b0\u1edbng mua h\u00e0ng truy\u1ec1n th\u1ed1ng.<\/p>\n

3. V\u1eadn d\u1ee5ng l\u00fd thuy\u1ebft h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong c\u00e1c c\u00f4ng vi\u1ec7c li\u00ean quan<\/h2>\n

Vi\u1ec7c v\u1eadn d\u1ee5ng l\u00fd thuy\u1ebft h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p trong chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m s\u1ebd ph\u1ea7n n\u00e0o t\u1ea1o n\u00ean nh\u1eefng th\u00e0nh c\u00f4ng nh\u1ea5t \u0111\u1ecbnh. Tuy nhi\u00ean tr\u01b0\u1edbc khi v\u1eadn d\u1ee5ng n\u00f3, c\u00e1c doanh nghi\u1ec7p c\u0169ng n\u00ean nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean ch\u1ea5t l\u01b0\u1ee3ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. C\u00e1c nh\u00e2n t\u1ed1 c\u1ea5u th\u00e0nh v\u0103n h\u00f3a kinh doanh hay c\u00e1c y\u1ebfu t\u1ed1 v\u0103n h\u00f3a \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn doanh nghi\u1ec7p, tr\u00ean c\u01a1 s\u1edf nghi\u00ean c\u1ee9u n\u00f3, c\u00e1c doanh nghi\u1ec7p s\u1ebd \u0111\u1eb7t ra c\u00e1c m\u00f4 h\u00ecnh h\u00e0nh vi mua c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, th\u1eed n\u00eau ra c\u00e1c v\u00ed d\u1ee5 v\u1ec1 cung v\u00e0 c\u1ea7u, hay v\u00ed d\u1ee5 v\u1ec1 t\u00e2m l\u00fd c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u01b0\u1edbc khi mua s\u1ea3n ph\u1ea9m, \u0111\u1ed1i chi\u1ebfu m\u1ed1i quan h\u1ec7 gi\u1eefa gi\u00e1 tr\u1ecb v\u00e0 th\u00e1i \u0111\u1ed9,\u00a0\u00a0D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c vi\u1ec7c l\u00e0m c\u00f3 li\u00ean quan \u0111\u1ebfn vi\u1ec7c v\u1eadn d\u1ee5ng l\u00fd thuy\u1ebft h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

\"v\u1eadn<\/p>\n

3.1. Vi\u1ec7c l\u00e0m ti\u1ebfp th\u1ecb – qu\u1ea3ng c\u00e1o<\/h3>\n

C\u00f3 th\u1ec3 n\u00f3i, ti\u1ebfp th\u1ecb hay qu\u1ea3ng c\u00e1o ch\u00ednh l\u00e0 vi\u1ec7c l\u00e0m \u0111i\u1ec3n h\u00ecnh nh\u1ea5t trong vi\u1ec7c \u00e1p d\u1ee5ng l\u00fd thuy\u1ebft\u00a0h\u00e0nh vi kh\u00e1ch h\u00e0ng trong\u00a0marketing<\/strong>. S\u1ef1 \u1ea3nh h\u01b0\u1edfng c\u1ee7a qu\u1ea3ng c\u00e1o \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 v\u00f4 c\u00f9ng l\u1edbn. C\u00e1c\u00a0nh\u00e2n vi\u00ean ti\u1ebfp th\u1ecb<\/strong> marketing s\u1ebd ti\u1ebfp c\u1eadn c\u00e1c kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh, ph\u00e2n t\u00edch h\u00e0nh vi kh\u00e1ch h\u00e0ng khi mua h\u00e0ng, n\u1eafm b\u1eaft t\u00e2m l\u00fd h\u00e0nh vi con ng\u01b0\u1eddi c\u1ee7a h\u1ecd.\u00a0Ch\u1eb3ng h\u1ea1n nh\u01b0 b\u1ea1n h\u00e3y th\u1eed ph\u00e2n t\u00edch h\u00e0nh vi ti\u00eau d\u00f9ng c\u1ee7a kh\u00e1ch du l\u1ecbch khi mua c\u00e1c \u0111\u1eb7c s\u1ea3n \u1edf m\u1ed9t khu v\u1ef1c n\u00e0o \u0111\u00f3, c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn nhu c\u1ea7u du l\u1ecbch,\u00a0nghi\u00ean c\u1ee9u h\u00e0nh vi mua s\u1eafm tr\u1ef1c tuy\u1ebfn c\u1ee7a sinh vi\u00ean, nghi\u00ean c\u1ee9u\u00a0c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng tr\u1ef1c tuy\u1ebfn hay nghi\u00ean c\u1ee9u h\u00e0nh vi ti\u00eau d\u00f9ng tr\u00e0 s\u1eefa,…T\u1eeb \u0111\u00f3, v\u1eadn d\u1ee5ng c\u00e1c am hi\u1ec3u v\u1ec1 s\u1ea3n ph\u1ea9m, h\u00e0ng h\u00f3a, ti\u1ebfn h\u00e0nh c\u00f4ng t\u00e1c gi\u1edbi thi\u1ec7u v\u00e0 t\u01b0 v\u1ea5n s\u1ea3n ph\u1ea9m, h\u00e0ng h\u00f3a thu\u1eadn theo t\u00e2m l\u00fd mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng. Vi\u1ec7c \u00e1p d\u1ee5ng l\u00fd thuy\u1ebft n\u00e0y s\u1ebd khi\u1ebfn b\u1ea1n d\u1ec5 d\u00e0ng h\u01a1n trong c\u00f4ng t\u00e1c b\u00e1n h\u00e0ng c\u0169ng nh\u01b0 c\u00e1i thi\u1ec7n s\u1ea3n ph\u1ea9m theo xu h\u01b0\u1edbng mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

3.2. Vi\u1ec7c l\u00e0m ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng<\/h3>\n

V\u1edbi nh\u1eefng b\u1ea1n mu\u1ed1n tham gia c\u00e1c k\u1ef3\u00a0\u00a0tuy\u1ec3n ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng<\/strong>\u00a0th\u00ec\u00a0l\u00fd thuy\u1ebft\u00a0t\u00e2m l\u00fd ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 c\u00f4ng vi\u1ec7c\u00a0c\u1ea7n \u00e1p d\u1ee5ng. C\u00e1c nh\u00e2n vi\u00ean ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng l\u00e0m nhi\u1ec7m v\u1ee5 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng\u00a0ch\u00ednh t\u00ean g\u1ecdi c\u1ee7a n\u00f3. M\u1ee5c ti\u00eau mang l\u1ea1i s\u1ef1 h\u00e0i l\u00f2ng v\u00e0 s\u1ef1 tr\u1ea3i nghi\u1ec7m t\u1ed1t nh\u1ea5t cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Vi\u1ec7c am hi\u1ec3u l\u00fd thuy\u1ebft h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ph\u1ea7n n\u00e0o gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c t\u00ecnh tr\u1ea1ng kh\u00e1ch h\u00e0ng c\u00f3 nh\u1eefng ph\u1ea3n \u1ee9ng th\u00e1i \u0111\u1ed9 v\u00e0 ph\u1ea3n h\u1ed3i ti\u00eau c\u1ef1c v\u1ec1 s\u1ea3n ph\u1ea9m, h\u00e0ng h\u00f3a.<\/p>\n","protected":false},"excerpt":{"rendered":"

1. T\u1ed5ng quan v\u1ec1 l\u00fd thuy\u1ebft h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 m\u1ed9t trong nh\u1eefng l\u00fd thuy\u1ebft quan tr\u1ecdng \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o nghi\u00ean c\u1ee9u nh\u01b0 l\u00e0 m\u1ed9t m\u00f4n h\u1ecdc c\u1ea5p cao. Nghi\u00ean c\u1ee9u l\u00fd thuy\u1ebft v\u00e0 ph\u00e2n t\u00edch h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd gi\u00fap cho ch\u00fang ta hi\u1ec3u r\u00f5 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196,235],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5719"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=5719"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5719\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5719"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5719"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5719"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}