Tác giả: Nguyễn Thuỳ Dương - Trần Thanh Phương

Số trang: 330-335

DOI url: 10.62831/202516043

Tóm tắt:

Bài nghiên cứu hệ thống hóa các nghiên cứu trước đây liên quan đến các yếu tố ảnh hưởng đến trải nghiệm khách hàng (CX) trong môi trường livestream. Thông qua phương pháp tổng quan hệ thống, bài viết phân tích 20 nghiên cứu học thuật quốc tế và đã xác định các yếu tố ảnh hưởng có thể được chia thành 5 nhóm chính: (1) nền tảng công nghệ, (2) người dẫn livestream, (3) nội dung và sản phẩm, (4) yếu tố tâm lý - hành vi tiêu dùng, và (5) bối cảnh văn hóa - pháp lý. Trên cơ sở đó, bài viết đề xuất các giải pháp phù hợp với điều kiện thị trường Việt Nam, hướng tới nâng cao chất lượng trải nghiệm khách hàng và tối ưu hiệu quả hoạt động livestream thương mại điện tử.

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Từ khóa:

trải nghiệm khách hàng, livestream thương mại điện tử, nền tảng mua sắm trực tuyến, hành vi tiêu dùng.

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