Vai trò của tương tác xã hội, sự gắn bó với thương hiệu và sự hài lòng trong việc ảnh hưởng lên ý định tiếp tục sử dụng và truyền miệng đối với ứng dụng di động mang thương hiệu: Một nghiên cứu thực nghiệm trong bối cảnh Việt Nam

THE ROLE OF PARASOCIAL INTERACTION, BRAND ATTACH-
MENT AND SATISFACTION IN PREDICTING CONTINUANCE 
INTENTION AND WORD-OF-MOUTH TOWARD 
MOBILE BRANDED APPS: AN EMPIRICAL STUDY 
IN VIETNAMESE CONTEXT
VAI TRÒ CỦA TƯƠNG TÁC XÃ HỘI, SỰ GẮN BÓ 
VỚI THƯƠNG HIỆU VÀ SỰ HÀI LÒNG TRONG VIỆC ẢNH HƯỞNG
LÊN Ý ĐỊNH TIẾP TỤC SỬ DỤNG VÀ TRUYỀN MIỆNG ĐỐI VỚI
ỨNG DỤNG DI ĐỘNG MANG THƯƠNG HIỆU: MỘT NGHIÊN CỨU
THỰC NGHIỆM TRONG BỐI CẢNH VIỆT NAM
Ha Tran-Thi-Phuong, 
Nhan Tran-Danh
Nhu Tran-Thi-Quynh
University of Economics – The University of Danang
phuonghatran@due.edu.vn
Abstract
Mobile branded applications are increasingly built by various companies who urge to
change the way consumers communicate to brands, encourages them to connect and interact
with brands as well as control interactions between consumers and brands more effectively. This
study aims to investigate the role of parasocial interaction, brand attachment and satisfaction of
consumers in predicting continuance and word-of-mouth intention toward mobile branded apps.
The research model was empirically examined utilizing 250 responses conducted from Vietnamese
young people. The research results confirmed the impact of parasocial interaction, brand attach-
ment and satisfaction on continuance and word-of-mouth intention toward mobile branded apps.
The research results also revealed the positive influences of branded application experience and
perceived usefulness on the parasocial interaction, brand attachment and satisfaction.
Keywords: mobile branded applications, parasocial interaction, brand attachment, satis-
faction, branded application experience, perceived usefulness.
Tóm tắt 
Các ứng dụng thương hiệu trên điện thoại di động đang ngày càng được xây dựng bởi
nhiều công ty khác nhau, những người mong muốn thay đổi cách thức người tiêu dùng giao tiếp
với thương hiệu, khuyến khích họ kết nối và tương tác với thương hiệu cũng như kiểm soát tương
tác giữa người tiêu dùng và thương hiệu một cách hiệu quả hơn. Nghiên cứu này nhằm mục
đích điều tra vai trò của tương tác xã hội, sự gắn bó với thương hiệu và sự hài lòng của người
tiêu dùng trong việc dự đoán ý định tiếp tục sử dụng và ý định truyền miệng đối với các ứng
dụng mang thương hiệu trên thiết bị di động. Mô hình nghiên cứu được khảo sát thực nghiệm
với 250 câu trả lời được thực hiện từ những người trẻ Việt Nam. Kết quả nghiên cứu đã xác
định tác động của tương tác xã hội, sự gắn bó với thương hiệu và sự hài lòng đối với ý định tiếp
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tục sử dụng và ý định truyền miệng đối với các ứng dụng mang thương hiệu trên thiết bị di động.
Kết quả nghiên cứu cũng cho thấy những ảnh hưởng tích cực của trải nghiệm đối với ứng dụng
mang thương hiệu và tính hữu ích cảm nhận lên tương tác xã hội, sự gắn bó với thương hiệu và
sự hài lòng.
Từ khóa: ứng dụng mang thương hiệu trên thiết bị di động, tương tác xã hội, sự gắn bó
với thương hiệu, sự hài lòng, trải nghiệm ứng dụng mang thương hiệu, tính hữu ích cảm nhận.
1. Introduction
Many companies have recently indicated an interest in designing branded applications to
encourage attachment and create customer satisfaction when choosing company’s applications
(Bellman, Treleaven-Hassard, Robinson, Varan, & Potter, 2013). Smartphone applications expand
the capabilities of each phone allowing users to perform particular tasks flexibly (Wottrich, van
Reijmersdal, & Smit, 2018). Branded applications can change the way consumers communicate
with the brand, because they can help consumers easily interact and control their interaction with
the brands (Bellman, Potter, Treleaven-Hassard, Robinson, & Varan, 2011). The results of the
study show that the use of branded mobile phone apps increases consumers’ interest in the brand’s
product catalogs through applications and encourages consumers to connect and interact with the
brand more effectively. A branded app could establish the connection of emotion with its cus-
tomers (Fang, 2017), by increasing customer trust and engagement, with brand-related content.
The attached brand name can keep loyal customers using the app because of its close relationship
with the brand. The interactive features of mobile applications reinforce customer relationships
and help consumers have a very positive attitude and trust in this brand (S. J. Kim, Wang, &
Malthouse, 2015). However, the research on the relationship between consumer continuance and
word-of-mouth intention and brands based on the context of mobile branded apps is still limited,
especially in Vietnamese context. Therefore, a study with a comprehensive research framework
to better understand the mechanisms of consumer-brand relationships that influence on the con-
tinuance and word-of-mouth intention to branded applications is required.
In this studies, we examined the relationship of parasocial interaction, brand attachment
and satisfactio ... s. It is likely that
seniors and less educated consumers or those who hold low computing or Internet-related capa-
bility would recognize more difficulty in adopting mobile branded apps. Future research can be
constructed based on this study by examining the proposed model in different age groups or ap-
plying this model to other countries and also other contexts.
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