Abstract

phần tô vàng bỏ đi nhé , ghi biến nào ảnh hưởng biến nào là được rồi em ạ
“with standardized regression equation: CM = LO* 0.817”
“with standardized regression equation: LO =RA*0.399 + AT*0.380”
List Of Figures
không cần chữ "page" em nhé

Introduction
Research objectives, Research questions and Research scope
Research objectives This research aims to investigate the impact of influencers on the spending
behavior (decision making???) of young Vietnamese consumers aged 18 to 24 years old in the
beauty industry on e-commerce platforms.
Research questions: What characteristics of influencers will impact young Vietnamese
consumers aged 18 to 24 years old decision-making of beauty product via e-commerce
platforms?
-“Therefore, the results of the study showed: ''Today's young generation can make their own
purchasing decisions without the influence of the influencers and people around them” Sửa lại
results nhé em “The attractiveness, responsiveness and assurance of influencers positively impact
viewers' loyalty which then influence make purchasing decisions

Literature Review & Related Theoretical Studies

-Kiểm tra xem “responsiveness and assurance” là 2 biến hay 1 biến nhé em? Nên chọn 1 từ thôi
em ạ. Cô gợi ý dùng từ assurance. Hiện tại các key word ở đây đang ko được trùng nghĩa với
responsiveness lắm nhỉ
Ranking the importance of responsiveness and assurance factors in deciding to
follow beauty influencers.
□ The opinions given by this person help me in making a decision to buy the product
□ The beauty brands this person recommends have good reputations
□ This person's beauty products have deep discounts from the first purchase
□ This person's enthusiastic attitude and speed of response to support were instrumental
in my purchase of the product
□ I buy because this person updates items that match current trends
-“Make purchasing decisions, customer decision making journey là 1 biến đúng ko, vậy em chỉ
sử dụng 1 tên thôi nhé, không dùng để thay thế cho nhau.
Consumer - decision making journey: phần này đang chưa được gắn kết với mô hình và các
biến chính (make purchasing decisions, customer decision making) lắm, các bạn sửa lại 1 chút vì
là theory chính, tăng trích dẫn phần này, hiện đang ko có trích dẫn bài nào . phần 5-stage ko liên
quan nên bỏ hoặc nói ngắn lại. Cô gợi ý bài này:
Consumer journeys: developing consumer-based strategy
https://link.springer.com/article/10.1007/s11747-019-00636-y
“A consumer journey often subsumes customer journeys, in that a consumer journey is broader
and may involve multiple activities (e.g., engaging with a social media platform and then visiting
a retailer, or deciding to see a doctor and then visiting a pharmacy) and multiple service
providers (e.g., comparison shopping). Beyond understanding provider–consumer touchpoints,
we contend it is vital to understand the complex emotional and experiential journeys that
consumers engage in with the help of brands, technologies, products, and services. We can think
of customer journeys as being motivated by more concrete goals, such as getting medications,
while consumer journeys may be motivated by more abstract goals, such as getting healthy and
feeling good again. For example, a customer journey with a pharmacy might flow from naming it
as the preferred pharmacy during a visit to the doctor, stopping at its retail location on the way
home to pick up the medication, and taking the medication each day until the prescription is
gone. In contrast, a consumer journey might begin with the consumer feeling a bit off, modifying
exercise and diet to no avail, searching online for a diagnosis of the symptoms being
experienced, deciding to see a doctor and making an appointment, and then following a customer
journey with the pharmacy. Following this broader conceptualization, we consider how a
person’s role as a consumer relates to this person’s other roles, whether these roles are as a
patient, a parent, or a producer.
Increasingly, service providers are taking these other roles into consideration. For example, the
CEO of CVS Health, Larry Merlo, recently noted that their customers are also patients, and
understanding them more holistically—in both roles—is important. Supporting this idea, CVS
Health has developed a “Health Engagement Engine” that integrates their own pharmacy data
with data from other sources such as health plans, providers, and health systems. Similarly,
platforms such as AirBnB will be more successful if they understand that the same people
sometimes play the role of guests (consumers) and other times the role of hosts (producers). In
addition, by understanding AirBnB’s role in the consumer journey, there is an opportunity to
enlarge the platform to build on and complement other aspects of that journey. For example,
AirBnB has expanded their service to include letting users book experiences on their app and
make restaurant reservations in select U.S. cities (Forbes 2017). In their advertising, Deloitte
Digital declares, “the customer experience is dead. It’s time to see the customer journey as what
it really is, a human journey” (Advertising Age Cover Advertisement, December 17, 2018). This
overstates the case, but highlights increasing recognition of the need to understand holistically
how people move into and out of consumer roles and customer journeys.
 bài của mình có thể áp dụng kiểu định nghĩa như vậy: Following this broader
conceptualization, we consider how a person’s role as a consumer relates to this
person’s other roles, whether these roles are as a viewer, fan, followers of
celebrity, KOL, or a influencer.

Data And Methodology

Table 4.36 - ANOVA analyse
Vẫn còn tiếng Việt : Nam, nữ

Questionnaire:
Xếp hạng tầm quan trọng , đây là biến
Bỏ chữ “Tôi mua hàng vì”

Bỏ chữ tin tưởng, thay bằng, ra quyết định

Quan điểm của bạn về việc tin tưởng sản phẩm do Influencer giới thiệu
□ Tôi sẽ tiếp tục mua sản phẩm làm đẹp dựa trên giới thiệu của influencers trong tương
lai
□ Tôi vẫn sẽ tin tưởng sử dụng sản phẩm được giới thiệu bởi Influencer cho dù xuất
hiện những ý kiến trái chiều về người đó
□ Tôi luôn cập nhật những thông tin về sản phẩm mới nhất và tham gia cộng đồng fans
của Influencer đó trên các nền tảng mạng xã hội
□ Tôi sẽ giới thiệu người thân và bạn bè mua sản phẩm theo đánh giá của Influencer
□ Tôi hâm mộ một vài Influencers nên tôi luôn lựa chọn sản phẩm do họ giới thiệu và
tin rằng chất lượng sản phẩm sẽ đạt hiệu quả tốt
Your opinion on trusting products recommended by Influencers
□ I will continue to buy beauty products based on influencer recommendations in the
future
□ I will still trust and use a product recommended by an Influencer even if there are
conflicting opinions about that person.
□ I always update information about the latest products and join that Influencer's fan
community on social networking platforms
□ I will recommend relatives and friends to buy products according to Influencer
reviews
□ I am a fan of some Influencers, so I always choose products recommended by them
and believe that the product quality will be effective.