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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 trong 
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 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 ra rang, cac NGHIEN CuU

yeu td eWOM tac dong den cac thanh

phan cua thuye't hanh vi dff dinh (TPB), Cd sdf ly thuye't

sau dd cac thanh 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 ra cd nhieu thanh (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 tuy. 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 khi 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:

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(i) Yeu td Chdt lugng eWOM gdm cac thanh 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 ra 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 do chinh xac ciia
nd. Tren mang xa hoi ngay nay cd rat nhieu thdng tin
danh gia/binh luan, viec ngffdi doc cam nhan thdng tin
dung thffc te', cd do 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 khi 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 ra md'i quan he thuan chieu bdi thong
tin hiJu ich vdi chap nhan eWOM trong
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 nay 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 ra 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, khi 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, khi khach du lich bat dffdc eWOM
tich cffc ve mot diem de'n, thi ho se tin

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Kinhte

quye't dinh chon cua ho dffa tren eWOM
nay 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 nay nhffng du khach mdi cd the dffa
vao cam nhan eua ho khi 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 do chinh
thffc do Iffdng cac nhan td' (khai niem)
trong md hinh nghien cffu, gdm 9 thang
do do Iffdng 9 nhan tdtae dong den Thdng
tin hi?u ieh ciia cac danh giaMnh luan, 3
thang do do Iffdng cae bie'n trung gian va
thang do do Iffdng bie^n phu thudc y dinh
chon diem den. Cac thang do dffdc xay
dffng difa vao thang do likert 5 mffe do
(1 Hoan toan khdng ddng y, 2 Khdng
ddng y, 3 Trung lap, 4 Dong y, 5
Hoan toan ddng

y)-Tac gia phat ra 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 trong 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 ra 3
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 khi 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 do sO bg

Tff ke't qua Bang 1, ta't ca 13 thang do
deu danh gia dat yeu cau. Ta't ca 47 bien
quan sat ciia 13 thang do deu cd he so
tffdng quan bie^n tdng ldn hdn 0.3. Nhff

BANG 1: KET QUA PHAN TICH CRONBACH'S ALPHA

Thang do

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

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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
0.001
0.001
0
0.001
0
-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 trong 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 do gdm
2 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 ra.

Ket qud phdn tich CFA

De cd bo thang do td't, tac gia tien
hanh bffdc danh gia thang do 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
do 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
nhau nen ke't luan eac thang do dat tinh
ddn hffdng.

Ke^t qua phan tich tin cay thang do
cho tha'y, do tin cay tdng hdp (P^,) cac
thang do deu ldn hdn 0.5; phffdng sai
tdng hdp (Py^) ta't ca cae thang do deu
ldn hdn 0.5; va ta't ca thang do deu co he
sd'Cronbach's Alpha ldn hdn 0.8 nhff vay

cd the thang do dat do tin cay tdt.

Ke't qua phan tich CFA cho thay, ket
qua trong so' ffdc Iffdng ehuan hda cua
cac bie'n quan sat ldn hdn 0.5. Dieu nay
chffng td, eac thang do deu dat gia tri
hdi tu.

Ket qua cho tha'y, cac he sd tffdng
quan deu khac 1 vdi mffe y nghia 5% (p
= 0.05). Dieu nay cho thay, cac thang do
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 nay deu nam trong 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 2 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

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Bootstrap xap xi nhau. Tri tuyet dd'i cua Tff ket qua nghien effu, nit ra 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 nay 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 nhau 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 trong so ffdc Iffdng chffa chuan hda cua td chffc, ca nhan.

am (-) va ta't ca trong 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 khi 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 trong cua dd'i tffdng
eWOM, ngudn tin cay eWOM va hinh phi ldi nhuan cung cap. Tuy nhien, khi 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 nay 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

1. Christy M.K. Cheung et al., (2008). The impact of electronic word-of-mouth: The adoption of
online opinions in online customer communities, Internet Research, 18(3), 229-247

2. Henning-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D. (2004). Electronic
word-of-mouth via consumer platforms: What motivates consumers to articulate. Journal of Interactive

Marketing, 18(1), 38-52

3. Jalilvand, M.R. and Samiei, N. (2012). The effect of word of mouth on inbound tourists'
decision for traveling to Islamic destinations (the case of Isfahan as a tourist destination in Iran),

Journal of Islamic Marketing, 3(1), 12-21

4. Lung-Yu Chang (2010). The Influence of E-Word-Of-Mouth on the Consumer's Purchase
Decision: a Case of Body Care Products, Journal of Global Business Management, Beaverton 
6(2), 1-7

5. Naimatullah Charo, Pershant Sharma, SaaduUah Shaikh, Abdul Haseeb, and Muhammad
Zohaib Sufya (2015). Determining the Impact of EWOM on Brand Image and Purchase Intention
through Adoption of Online Opinions, International Journal of Humanities and Management

Sciences (IJHMS), 3(1), 41-46

6. Ping Wang (2015). Exploring the influence of electronic word-of-mouth on tourists' visit
intention. Journal of Systems and Information Technology, 17(4), 381-395

7. Wang, Y. & Rodgers, S. (2011). Electronic word of mouth and consumer generated content. 
Handbook of Research on Digital Media and Advertising, User Generated Content, 211-213

8. Weerawit Lerrthaitrakul and Vinai Panjakajornsak, Member, lEDRC (2014). The Impact of
Electronic Word-of-Mouth Factors on Consumers' Buying Decision-Making Processes in the Low
Cost Carriers: A Conceptual Framework, International Journal of Trade, Economics and Finance, 
5(2), 142-146

</div>

Tác động truyền miệng điện tử đến ý định chọn điểm đến của du khách - Nghiên cứu trường hợp tại đảo Lý Sơn

<b>Tac dong truyen mieng dien tuf </b>

<b>den y djnh chon diem den </b>

<b>cua du khach - nghien culi </b>

<i><b>triTorng hgfp tai dao Ly San </b></i>

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