Luận án tiến sĩ vai trò của sự hiện diện không gian trong việc thiết lập sự gắn kết của khách hàng trong các ứng dụng bán lẻ di động cách tiếp cận tùy nghi

Luận án tiến sĩ khám phá vai trò của sự hiện diện không gian trong việc thiết lập sự gắn kết khách hàng qua ứng dụng bán lẻ di động.

• Tác giả: Ho Xuan Huong
• Người hướng dẫn: Professor Dr. Nguyen Dong Phong
• Trường học: University of Economics Ho Chi Minh City
• Chuyên ngành: Commercial Business
• Đề tài: The Role of Spatial Presence in Establishing Customer Engagement in the Mobile Retail Applications: A Contingency Perspective
• Loại tài liệu: Ph. Thesis
• Năm xuất bản: 2023
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• DECLARATION
• ACKNOWLEDGEMENT
• ABSTRACT
• RESEARCH OUTPUTS RELATED TO THE THESIS
• TABLE OF CONTENTS
• LIST OF ABBREVIATIONS
• LIST OF TABLES
• LIST OF FIGURES
• 1. CHAPTER 1: INTRODUCTION
• 1.1. Reasons for choosing the topic
• 1.2. Overview of key concepts
• 1.3. Overview of key theories
• 1.4. Core theory 1 – The hierarchy of effects (HOE) model
• 1.5. Core theory 2 – Situated cognition theory
• 1.6. Defining the scope of research
• 1.7. Retail mobile apps context
• 1.8. Research methods and design
• 1.9. Significance of the study
• 2. CHAPTER 2: LITERATURE REVIEW
• 2.1. Retail mobile applications
• 2.2. Overview of studies in Vietnam about the topic
• 2.3. Defining and measuring spatial presence in the emerging technologies
• 2.4. Overview study on spatial presence in virtual environments
• 2.5. Functional mechanisms of retail mobile apps
• 2.6. Need for cognition
• 2.7. Domain-specific interest
• 3. CHAPTER 3: CONCEPTUAL FRAMEWORK
• 3.1. The hierarchy of effects model
• 3.2. Situated cognition theory
• 3.3. Effects of interactivity and vividness on spatial presence experience
• 3.4. Impact of spatial presence experience on customer engagement
• 3.5. Mediating effect of spatial presence experience
• 3.6. Need for cognition as a moderator on the formation of spatial presence experience
• 3.7. The moderating role of domain-specific interest on the relationship between spatial presence experience and customer engagement
• 3.8. The theoretical proposal model
• 4. CHAPTER 4: RESEARCH METHODOLOGY
• 4.1. Questionnaire design, pretest and pilot-test
• 4.2. Environmental setting and data collection process
• 4.3. Data analysis methods
• 4.4. Measurement scale evaluation
• 4.5. Common method bias
• 4.6. Assessing the structural model and hypothesis testing
• 5. CHAPTER 5: RESULTS AND DISCUSSION
• 5.1. Research sample descriptions
• 5.2. Scale accuracy analysis
• 5.3. Reflective scales/dimensions
• 5.4. Common method bias
• 5.5. Assessing the structural model
• 5.6. Hypothesis testing results
• 5.7. Moderating effects testing
• 5.8. Findings and discussions
• 6. CHAPTER 6: CONCLUSION AND IMPLICATIONS
• 6.1. Limitations and future research directions
• LIST OF ABBREVIATIONS
• LIST OF TABLES
• LIST OF FIGURES

Tóm tắt

I. Khách hàng và ứng dụng bán lẻ di động

Nghiên cứu tập trung vào vai trò của không gian trong việc gắn kết khách hàng trên ứng dụng bán lẻ di động. Khách hàng ngày càng yêu cầu trải nghiệm mua sắm linh hoạt, tiện lợi và cá nhân hóa. Ứng dụng bán lẻ di động đã trở thành công cụ quan trọng giúp doanh nghiệp đáp ứng nhu cầu này. Nghiên cứu chỉ ra rằng, tương tác và tính năng trên ứng dụng tạo ra trải nghiệm người dùng tích cực, từ đó thúc đẩy gắn kết khách hàng.

1.1. Tương tác và trải nghiệm người dùng

Tương tác là yếu tố then chốt trong việc tạo ra trải nghiệm người dùng trên ứng dụng bán lẻ di động. Các tính năng như xoay 360 độ sản phẩm, chạm màn hình để xem chi tiết giúp người dùng cảm nhận được sự tương tác gần gũi. Nghiên cứu cho thấy, tương tác cao giúp người dùng cảm thấy như đang ở trong một cửa hàng thực tế, từ đó tăng cường gắn kết khách hàng.

1.2. Tính năng và dịch vụ khách hàng

Tính năng trên ứng dụng bán lẻ di động như đánh giá sản phẩm, khuyến mãi, và hỗ trợ dịch vụ khách hàng đóng vai trò quan trọng trong việc tối ưu hóa trải nghiệm. Các tính năng này không chỉ giúp người dùng dễ dàng tìm kiếm thông tin mà còn tạo ra sự hài lòng, từ đó thúc đẩy gắn kết khách hàng.

II. Không gian và gắn kết khách hàng

Không gian trong ứng dụng bán lẻ di động được định nghĩa là cảm giác 'ở đó' của người dùng. Nghiên cứu chỉ ra rằng, không gian ảo tạo ra trải nghiệm mua sắm chân thực, giúp người dùng quên đi môi trường công nghệ. Điều này thúc đẩy gắn kết khách hàng thông qua việc tăng cường sự tương tác và cảm xúc tích cực.

2.1. Cảm giác ở đó và trải nghiệm người dùng

Cảm giác 'ở đó' là yếu tố quan trọng trong việc tạo ra trải nghiệm người dùng chân thực. Nghiên cứu cho thấy, không gian ảo giúp người dùng cảm nhận được sự hiện diện trong môi trường mua sắm, từ đó tăng cường gắn kết khách hàng. Điều này đặc biệt quan trọng trong bối cảnh cạnh tranh gay gắt giữa các ứng dụng bán lẻ di động.

2.2. Tối ưu hóa không gian ảo

Việc tối ưu hóa không gian ảo trên ứng dụng bán lẻ di động bao gồm cải thiện hình ảnh, âm thanh và giao diện người dùng. Nghiên cứu chỉ ra rằng, không gian được tối ưu hóa giúp người dùng dễ dàng tương tác và cảm nhận được sự chân thực, từ đó thúc đẩy gắn kết khách hàng.

III. Thương hiệu và hành vi người tiêu dùng

Thương hiệu đóng vai trò quan trọng trong việc định hình hành vi người tiêu dùng trên ứng dụng bán lẻ di động. Nghiên cứu chỉ ra rằng, thương hiệu mạnh giúp tăng cường sự tin tưởng và lòng trung thành của khách hàng. Điều này thúc đẩy gắn kết khách hàng thông qua việc tăng cường sự tương tác và cảm xúc tích cực.

3.1. Truyền thông và tương tác xã hội

Truyền thông và tương tác xã hội là yếu tố quan trọng trong việc xây dựng thương hiệu trên ứng dụng bán lẻ di động. Nghiên cứu cho thấy, tương tác xã hội giúp người dùng chia sẻ trải nghiệm và đánh giá sản phẩm, từ đó tăng cường gắn kết khách hàng.

3.2. Phân khúc thị trường và hành vi người tiêu dùng

Việc phân khúc thị trường giúp doanh nghiệp hiểu rõ hành vi người tiêu dùng và tối ưu hóa ứng dụng bán lẻ di động. Nghiên cứu chỉ ra rằng, phân khúc thị trường chính xác giúp tăng cường gắn kết khách hàng thông qua việc cung cấp trải nghiệm cá nhân hóa.

Trích đoạn nội dung tài liệu

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY -------------------------------- HO XUAN HUONG THE ROLE OF SPATIAL PRESENCE IN ESTABLISHING CUSTOMER ENGAGEMENT IN THE MOBILE RETAIL APPLICATIONS: A CONTINGENCY PERSPECTIVE PH. THESIS HO CHI MINH CITY – 2023 m MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY -------------------------------- HO XUAN HUONG THE ROLE OF SPATIAL PRESENCE IN ESTABLISHING CUSTOMER ENGAGEMENT IN THE MOBILE RETAIL APPLICATIONS: A CONTINGENCY PERSPECTIVE PH. THESIS MAJOR: COMMERCIAL BUSINESS CODE: 9340121 SUPERVISORS: 1. NGUYEN DONG PHONG 2.

LE NHAT HANH HO CHI MINH CITY – 2023 m i DECLARATION I certify that this thesis contains no material previously published by any other person except where due acknowledgment has been made. The content of the thesis is wholly the result of the work of the author with enduring support, instruction, and insight from the two supervisors, Professor Dr. Nguyen Dong Phong and Associate Professor Dr. Le Nhat Hanh.

The thesis has been carried out since the official commencement date of the approved Ph. Ho Xuan Huong Date: 02nd February 2023 m ii ACKNOWLEDGEMENT I would like to take this opportunity to express my gratitude to all of those who have supported me in so many ways to make this thesis possible and make my Ph. journey to be a unique experience that I will cherish forever. My most hearty gratitude is to my dear supervisors, Professor Dr.

Nguyen Dong Phong and Associate Professor Dr. Le Nhat Hanh. I am deeply grateful for the knowledge, skills, and every advice and opportunity they have been kindly sharing, which raise me up, walk me through so many difficulties and greatly inspire me to do academic research. That journey will never come to an end.

I also wish to especially thank Full Professor Julian Ming-Sung Cheng from National Central University, Distinguished Professor Ian Phau from Curtin University, and Distinguished Professor Joseph F. Hair from the University of South Alabama for very valuable feedback on my thesis research model and methodology. This thesis would not be completed without the huge support and cooperation from many UEH academic lecturers, especially from the School of International Business – Marketing and School of Management. I also wish to acknowledge the great support from all of my QNU colleagues, especially from Associate Professor Dr.

Do Ngoc My, and the Faculty of Finance-Banking and Business Administration staff. I am also grateful to all of my old colleagues from Nha Trang University and would like to share this greatest moment with all of my dear friends, who are always beside me during this long but absolutely worthy journey. And the deepest thank is to my beloved family for their unconditional love, encouragement, and non-stop support. This is the best achievement for my parents, sister, brother, and myself.

Ho Xuan Huong Date: 02nd February 2023 m iii ABSTRACT This study develops and investigates the mechanisms through which retail mobile-app cognitions—i., interactivity and vividness—are translated into spatial presence experience and subsequently result in customer engagement under the parasol of the hierarchy-of-effects model and the situated cognition theory. The contingency roles of need for cognition and domain-specific interest as individual intrinsic tendencies and issue-specific motivations, respectively, are also scrutinized. A dataset obtained from a survey of 558 customers is employed to estimate the proposed research model. The results indicate that interactivity and vividness significantly stimulate the spatial presence experience, i., feelings of “being there” in the mobile-app environment; in turn, this drives customers to become more engaged and contribute to retailers that provide such experiences.

The moderating roles of the two motivations are also identified. The study makes crucial contributions to the field of retail marketing by developing and investigating a theory-driven dynamic and contingent model of customer engagement in the context of retail mobile apps. Specifically, drawing on the hierarchy-of-effects model, we deepen the theoretical understanding of the sequential effects of mobile app cognitions on spatial presence experience, which in turn leads to customer engagement under the conditional impacts of need for cognition and domain-specific interest. The situated cognition theory complements the hierarchy-of-effects model by disentangling the two categories of embodied and embedded cognitions (i., interactivity and vividness, respectively) to explain spatial presence experience.

As such, we advance the knowledge pertaining to enablers that generate a specific experience, that feeling of “being there”, in virtual environments. In general terms, we add to the development of foundation theories in the realms of SPE and engagement behaviours in virtual retailing environments. In addition, by empirically validating the proposed dynamic model, we not only support the applicability of the two theories in the context of the specific study but also offer m iv practical knowledge for retailers to design mobile apps that foster consumers’ interactive and vividness cognitions, facilitate the feeling of a “real” shopping experience and ultimately encourage customers to actively engage and effectively contribute to participating retailers. Keywords: customer engagement, spatial presence experience, hierarchy-of-effects model, situated cognition theory m v RESEARCH OUTPUTS RELATED TO THE THESIS 1.

Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers. Journal of Retailing and Consumer Services, 66, 102950. Dataset for cognition processes, motivations, spatial presence experience, and customer engagement in retail mobile apps. Data in Brief, 42, 108198.

The behavioral consequences of regret, anger, and frustration in service settings. Journal of Global Marketing, 33(2), 84-102. Engendering immersive experiences: A review and integrated conceptual model. In CBIM2021 International Conference: “Challenges and opportunities for increasingly turbulent times in business markets” (pp: 279-282), Georgia State University (Atlanta, USA) 22-24 June 2021.

Virtual retailing environments: presence, value experience, and decision-making evaluation. In e-Proceedings of 2nd Connect-Us Conference (CuC 2019) (pp: 76-80), University of Teknologi Malaysia (Malaysia) 9-10 October 2019. Value co-creation experiences and customer satisfaction in e-retailing sectors: The mediating role of participation behaviors. In e-Proceedings of 2nd Connect-Us Conference (CuC 2019) (pp: 86- 89), University of Teknologi Malaysia (Malaysia) 9-10 October 2019.

Hồ Xuân Hướng, Lê Nhật Hạnh & Lê Thị Hạnh Dung (2020). Vai trò của thực tế ảo trong quảng cáo du lịch: Một cách tiếp cận từ mô hình SOR. Tạp chí Nghiên cứu Kinh tế và Kinh doanh Châu Á, 31(1), 48-74. m vi TABLE OF CONTENTS DECLARATION.

iii RESEARCH OUTPUTS RELATED TO THE THESIS. v TABLE OF CONTENTS. vi LIST OF ABBREVIATIONS. x LIST OF TABLES.

xi LIST OF FIGURES. xii CHAPTER 1 - INTRODUCTION. Reasons for choosing the topic. Overview of key concepts.

Overview of key theories. Core theory 1 – The hierarchy of effects (HOE) model. Core theory 2 – Situated cognition theory. Defining the scope of research.

Retail mobile apps context. Research methods and design. Significance of the study. 18 CHAPTER 2 - LITERATURE REVIEW.

Retail mobile applications. Overview of studies in Vietnam about the topic. Defining and measuring spatial presence in the emerging technologies. Overview study on spatial presence in virtual environments.

Functional mechanisms of retail mobile apps. Need for cognition. Domain-specific interest. 51 CHAPTER 3 - CONCEPTUAL FRAMEWORK.

The hierarchy of effects model. Situated cognition theory. Effects of interactivity and vividness on spatial presence experience. Impact of spatial presence experience on customer engagement.

Mediating effect of spatial presence experience. Need for cognition as a moderator on the formation of spatial presence experience. The moderating role of domain-specific interest on the relationship between spatial presence experience and customer engagement. The theoretical proposal model.

72 CHAPTER 4 - RESEARCH METHODOLOGY. Questionnaire design, pretest and pilot-test. Environmental setting and data collection process. Data analysis methods.

Measurement scale evaluation. Common method bias. Assessing the structural model and hypothesis testing. 89 CHAPTER 5 - RESULTS AND DISCUSSION.

Research sample descriptions. Scale accuracy analysis. Reflective scales/dimensions. Common method bias.

Assessing the structural model. Hypothesis testing results. Moderating effects testing. Findings and discussions.

109 CHAPTER 6 - CONCLUSION AND IMPLICATIONS. Limitations and future research directions. 1 m x LIST OF ABBREVIATIONS AVE Average variance extracted CB-SEM Covariance-based structural equation modeling CMB Common method bias CR Composite reliability DSI Domain-specific interest FIMIX-PLS Finite Mixture Partial Least Squares HOE The hierarchy-of-effects model HTMT Heterotrait-Monotrait LM The linear regression model MAE The mean absolute error NFC Need for cognition PLS-SEM Partial least square structural equation modeling RMSE The root mean square error SPE Spatial presence experience SRMR Standardized Root Mean Squared Residual UTAUT Unified theory of acceptance and use of technology VAF Variance-Accounted-For VIF Variance inflation factor m xi LIST OF TABLES Table 2-1. Selected studies on branded and retail mobile applications.

Selected research on consumers’ sense of presence/telepresence/spatial presence in virtual environments. Customer engagement conceptualization/operationalization. Selected research on customer experience, customer engagement, mediation, and moderation in mobile apps. Describing sample characteristics.

Cronbach’s α, CR, AVE, and factor loading for all reflective scales. Assessing reliability and convergent validity. Discriminant validity assessment: Fornell-Larker Criterion. Discriminant validity assessment: Heterotrait-Monotrait (HTMT) ratios.

Accuracy analysis of formative construct of interactivity. Assessment of direct, mediating, and moderating effects. FIMIX-PLS results for the relative segment sizes and retention criteria. Mediating testing results.

108 m xii LIST OF FIGURES Figure 3-1. Research framework and hypotheses. Research method flow chart. Research framework and analysis results.

Overview This chapter provides a general overview of this thesis. The chapter begins with the reasons for choosing the research topic. Next, a breakdown of the research questions is critically identified. The general research objectives and corresponding specific research objectives of the study are presented in the next section.

The overview of key concepts is then postulated, as are the key theoretical underpinnings. Also, research methods, design, scope, and delimitations are then described. Next, the theoretical, methodological, and managerial significance of the study is addressed. Finally, the thesis outline is also introduced.

Reasons for choosing the topic Advanced technologies can generate a radically new specific experience, e., spatial presence experience, immersive experience, or flow experience, to consumers during their shopping journey (Hilken et al., 2017, Petit et al., 2019; Grewal et al., 2020; Wedel et al., 2020), thus providing marketing managers a set of business solutions that can blur the lines between the real and virtual world (Grewal et al., 2020; Kopalle et al., 2020; Nussipova et al., 2020), placing consumers into the context of situated online services (Hilken et al., 2017; de Ruyter et al., 2020), and then enhancing the value of their offerings (Hamilton et al., 2016; Grewal et al., 2020; Shankar et al. Since spatial presence, which is defined as the feeling of being there or realism (Lee, 2004), in computer-mediated environments are new property in the digital era (Hilken et al., 2017, 2018; de Ruyter et al., 2020; Heller et al., 2021), understanding the nature of spatial presence experience and how to create spatial presence experience by using emerging digital technologies such as retail mobile apps, are critically important for both marketing managers and researchers. Shopping on mobile apps has grown exponentially because of the proliferation of smart mobile devices that is symbiotic with the increasing tendency of on-the-go consumers requesting for “anytime, anywhere, and anything” services (Fang, 2017; m 2 McLean et al., 2018, 2020; Yang et al. In addition to providing information, search, and communication services, retail mobile apps have been becoming the major distribution channel, enabling retailers to provide consumers with a variety of products and services than before (McLean et al.

Retail mobile apps can provide users with not only functional value but also emotional value, such as entertainment, pleasure, and even satisfaction, leading to consumer brand engagement (Hur et al. Experience within such a virtual retail environment in general and a retail mobile app, in particular, may lead to acquiring, engaging, and retaining customers (van Heerde et al.