{"id":42128,"date":"2025-09-10T01:15:00","date_gmt":"2025-09-09T18:15:00","guid":{"rendered":"https:\/\/www.prnasia.com\/asia-story\/archive\/4769106_VI69106_11"},"modified":"2025-09-10T01:15:00","modified_gmt":"2025-09-09T18:15:00","slug":"phan-tich-cua-milieu-insight-nguoi-tieu-dung-viet-nam-yeu-cau-nhieu-hon-muc-gia-re-uu-tien-do-tin-cay-chat-luong-dich-vu-va-trach-nhiem-tap-trung","status":"publish","type":"post","link":"https:\/\/saigonbiz.com\/vn\/phan-tich-cua-milieu-insight-nguoi-tieu-dung-viet-nam-yeu-cau-nhieu-hon-muc-gia-re-uu-tien-do-tin-cay-chat-luong-dich-vu-va-trach-nhiem-tap-trung\/","title":{"rendered":"Ph\u00e2n t\u00edch c\u1ee7a Milieu Insight: Ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam y\u00eau c\u1ea7u nhi\u1ec1u h\u01a1n m\u1ee9c gi\u00e1 r\u1ebb, \u01b0u ti\u00ean \u0111\u1ed9 tin c\u1eady, ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 v\u00e0 tr\u00e1ch nhi\u1ec7m t\u1eadp trung"},"content":{"rendered":"\n

SINGAPORE<\/span>, ngày 10 tháng 9 n\u0103m 2025 \/PRNewswire\/ — Khi th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Vi\u1ec7t Nam v\u01b0\u1ee3t m\u1ed1c 25 t\u1ef7 USD<\/a>, báo cáo phân tích m\u1edbi t\u1eeb công ty nghiên c\u1ee9u ng\u01b0\u1eddi tiêu dùng hàng \u0111\u1ea7u Milieu Insight cho th\u1ea5y s\u1ef1 thay \u0111\u1ed5i \u0111áng k\u1ec3 trong k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi mua s\u1eafm. D\u1ef1a trên m\u1ed9t kh\u1ea3o sát toàn di\u1ec7n t\u1ea1i Vi\u1ec7t Nam, Indonesia<\/span>, Malaysia<\/span> và Philippines<\/span>, k\u1ebft qu\u1ea3 cho th\u1ea5y ng\u01b0\u1eddi tiêu dùng Vi\u1ec7t hi\u1ec7n \u0111\u1eb7t \u01b0u tiên vào \u0111\u1ed9 tin c\u1eady, ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 và trách nhi\u1ec7m t\u1eadp trung thay vì ch\u1ec9 \u0111\u01a1n thu\u1ea7n tìm ki\u1ebfm giá r\u1ebb. Trách nhi\u1ec7m t\u1eadp trung \u0111\u1ec1 c\u1ea5p \u0111\u1ebfn k\u1ef3 v\u1ecdng các n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed s\u1ebd \u0111óng vai trò là \u0111i\u1ec3m ch\u1ecbu trách nhi\u1ec7m duy nh\u1ea5t cho toàn b\u1ed9 quá trình mua s\u1eafm, giúp khách hàng không ph\u1ea3i x\u1eed lý v\u1edbi nhi\u1ec1u bên khác nhau.<\/p>\n

S\u1ef1 thay \u0111\u1ed5i này di\u1ec5n ra khi ng\u01b0\u1eddi tiêu dùng Vi\u1ec7t \u0111\u1ea7u t\u01b0 m\u1ea1nh h\u01a1n vào th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, v\u1edbi 41% cho bi\u1ebft \u0111ã chi tiêu online nhi\u1ec1u h\u01a1n trong 6 tháng qua, g\u1ea7n g\u1ea5p \u0111ôi con s\u1ed1 25% c\u1ee7a khu v\u1ef1c. Dù kh\u1ea3 n\u0103ng chi tr\u1ea3 v\u1eabn r\u1ea5t quan tr\u1ecdng (64%), s\u1ef1 g\u1eafn k\u1ebft sâu h\u01a1n này \u0111\u01b0\u1ee3c thúc \u0111\u1ea9y b\u1edfi m\u1ed9t nhóm \u0111\u1ed9ng l\u1ef1c m\u1edbi, bao g\u1ed3m s\u1ef1 \u0111a d\u1ea1ng s\u1ea3n ph\u1ea9m (52%), các tính n\u0103ng \u0111\u1ed5i m\u1edbi nh\u01b0 mua s\u1eafm qua livestream (50%) và các \u0111\u1ec1 xu\u1ea5t d\u1ef1a trên AI (32%). S\u1ef1 tham gia sâu h\u01a1n này có ngh\u0129a là k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi tiêu dùng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng và d\u1ecbch v\u1ee5 cao h\u01a1n bao gi\u1edd h\u1ebft. <\/p>\n

"Ng\u01b0\u1eddi tiêu dùng Vi\u1ec7t \u0111ang nâng tiêu chu\u1ea9n cho th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed", ông Juda Kanaprach<\/b>, Giám \u0111\u1ed1c Marketing<\/b> t\u1ea1i Milieu Insight<\/b> nh\u1eadn \u0111\u1ecbnh. "H\u1ecd mu\u1ed1n nhi\u1ec1u h\u01a1n là khuy\u1ebfn mãi \u2013 h\u1ecd mong n\u1ec1n t\u1ea3ng \u0111\u1ea3m b\u1ea3o toàn b\u1ed9 tr\u1ea3i nghi\u1ec7m mua s\u1eafm, t\u1eeb mô t\u1ea3 s\u1ea3n ph\u1ea9m chính xác, phí minh b\u1ea1ch cho \u0111\u1ebfn quan tr\u1ecdng nh\u1ea5t là giao hàng \u0111áng tin c\u1eady. T\u01b0\u01a1ng lai t\u0103ng tr\u01b0\u1edfng c\u1ee7a ngành th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Vi\u1ec7t Nam thu\u1ed9c v\u1ec1 nh\u1eefng n\u1ec1n t\u1ea3ng có th\u1ec3 th\u1ef1c hi\u1ec7n cam k\u1ebft \u0111ó m\u1ed9t cách nh\u1ea5t quán".<\/p>\n

\u0110\u1ed9 tin c\u1eady thúc \u0111\u1ea9y chi tiêu và t\u1ea1o d\u1ef1ng lòng trung thành<\/b><\/p>\n

Khi \u0111\u01b0\u1ee3c h\u1ecfi mong mu\u1ed1n c\u1ea3i thi\u1ec7n \u0111i\u1ec1u gì nh\u1ea5t, ng\u01b0\u1eddi tiêu dùng Vi\u1ec7t \u01b0u tiên \u0111\u1ed9 tin c\u1eady (53%) và x\u1eed lý gói hàng t\u1ed1t h\u01a1n (51%) cao h\u01a1n c\u1ea3 vi\u1ec7c gi\u1ea3m phí giao hàng (45%) \u2013 trái ng\u01b0\u1ee3c v\u1edbi \u01b0u tiên c\u1ee7a khu v\u1ef1c là ti\u1ebft ki\u1ec7m chi phí (56%). Mong mu\u1ed1n v\u1ec1 \u0111\u1ed9 tin c\u1eady này \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn hành vi mua hàng, v\u1edbi b\u1ea3y trong s\u1ed1 10 ng\u01b0\u1eddi tiêu dùng s\u1eb5n sàng chi tiêu nhi\u1ec1u h\u01a1n cho ng\u01b0\u1eddi bán cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111áng tin c\u1eady và giao hàng nh\u1ea5t quán. Ng\u01b0\u1ee3c l\u1ea1i, m\u1ed9t trong ba ng\u01b0\u1eddi tiêu dùng s\u1ebd ng\u1eebng mua hàng t\u1eeb ng\u01b0\u1eddi bán \u0111ó sau nh\u1eefng tr\u1ea3i nghi\u1ec7m t\u1ed3i t\u1ec7 nh\u01b0 giao hàng mu\u1ed9n.<\/p>\n

Chính sách \u0111\u1ed5i tr\u1ea3 minh b\u1ea1ch là trung tâm c\u1ee7a lòng trung thành này. G\u1ea7n m\u1ed9t n\u1eeda (46%) ng\u01b0\u1eddi tiêu dùng s\u1ebd t\u1eeb b\u1ecf mua hàng n\u1ebfu không có chính sách \u0111\u1ed5i tr\u1ea3. D\u1eef li\u1ec7u cho th\u1ea5y \u0111ây là m\u1ed9t bi\u1ec7n pháp b\u1ea3o v\u1ec7, không ph\u1ea3i m\u1ed9t k\u1ebd h\u1edf, vì vi\u1ec7c \u0111\u1ed5i tr\u1ea3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n vì nh\u1eefng lý do chính \u0111áng, bao g\u1ed3m hàng hóa b\u1ecb h\u01b0 h\u1ecfng ho\u1eb7c không \u0111úng (51%) ho\u1eb7c thi\u1ebfu hàng (23%), trong khi ch\u1ec9 m\u1ed9t ph\u1ea7n nh\u1ecf là do thay \u0111\u1ed5i ý \u0111\u1ecbnh (12%).<\/p>\n

Ng\u01b0\u1eddi tiêu dùng mu\u1ed1n n\u1ec1n t\u1ea3ng ch\u1ecbu trách nhi\u1ec7m duy nh\u1ea5t cho toàn b\u1ed9 tr\u1ea3i nghi\u1ec7m mua hàng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed c\u1ee7a h\u1ecd<\/b><\/p>\n

Các phát hi\u1ec7n cho th\u1ea5y ng\u01b0\u1eddi tiêu dùng cho r\u1eb1ng các n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed tr\u1ef1c ti\u1ebfp ch\u1ecbu trách nhi\u1ec7m th\u1ef1c thi các tiêu chu\u1ea9n d\u1ecbch v\u1ee5, thay vì các \u0111\u01a1n v\u1ecb v\u1eadn chuy\u1ec3n. Nhu c\u1ea7u v\u1ec1 m\u1ed9t \u0111i\u1ec3m ch\u1ecbu trách nhi\u1ec7m duy nh\u1ea5t này \u0111\u1eb7c bi\u1ec7t rõ ràng khi nói \u0111\u1ebfn chính tr\u1ea3i nghi\u1ec7m giao hàng.<\/p>\n

90% ng\u01b0\u1eddi tiêu dùng Vi\u1ec7t Nam tin r\u1eb1ng n\u1ec1n t\u1ea3ng, ch\u1ee9 không ph\u1ea3i \u0111\u01a1n v\u1ecb v\u1eadn chuy\u1ec3n, ph\u1ea3i ch\u1ecbu trách nhi\u1ec7m v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng giao hàng. \u0110i\u1ec1u này \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1 b\u1edfi phát hi\u1ec7n r\u1eb1ng \u0111a s\u1ed1 (79%) cho bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u \u0111\u01a1n v\u1ecb v\u1eadn chuy\u1ec3n c\u1ee5 th\u1ec3 không quan tr\u1ecdng mi\u1ec5n là vi\u1ec7c giao hàng \u0111áng tin c\u1eady.<\/p>\n

Trong khi ng\u01b0\u1eddi tiêu dùng Vi\u1ec7t Nam ít có kh\u1ea3 n\u0103ng t\u1eeb b\u1ecf m\u1ed9t ng\u01b0\u1eddi bán h\u01a1n so v\u1edbi các qu\u1ed1c gia trong khu v\u1ef1c sau m\u1ed9t l\u1ea7n giao hàng không t\u1ed1t (35% so v\u1edbi 44%), thay vào \u0111ó h\u1ecd chuy\u1ec3n các yêu c\u1ea7u c\u1ee7a mình tr\u1ef1c ti\u1ebfp t\u1edbi các n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. M\u1ed9t n\u1eeda (50%) s\u1ebd chuy\u1ec3n khi\u1ebfu n\u1ea1i tr\u1ef1c ti\u1ebfp lên d\u1ecbch v\u1ee5 khách hàng c\u1ee7a n\u1ec1n t\u1ea3ng, c\u1ee7ng c\u1ed1 ý t\u01b0\u1edfng r\u1eb1ng ng\u01b0\u1eddi tiêu dùng cu\u1ed1i cùng cho r\u1eb1ng các n\u1ec1n t\u1ea3ng có trách nhi\u1ec7m \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng b\u1eb1ng cách qu\u1ea3n lý hi\u1ec7u qu\u1ea3 các \u0111\u1ed1i tác giao hàng c\u1ee7a h\u1ecd.<\/p>\n

K\u1ebft qu\u1ea3 kh\u1eb3ng \u0111\u1ecbnh r\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c thành công trong l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111ang phát tri\u1ec3n t\u1ea1i Vi\u1ec7t Nam không còn \u0111\u01b0\u1ee3c xác \u0111\u1ecbnh b\u1edfi giá r\u1ebb, mà b\u1edfi cam k\u1ebft rõ ràng v\u1ec1 \u0111\u1ed9 tin c\u1eady, ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 và trách nhi\u1ec7m gi\u1ea3i trình. Trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh hi\u1ec7n nay, nh\u1eefng doanh nghi\u1ec7p mang l\u1ea1i tr\u1ea3i nghi\u1ec7m li\u1ec1n m\u1ea1ch và ch\u1ea5t l\u01b0\u1ee3ng cao s\u1ebd gi\u1eef \u0111\u01b0\u1ee3c lòng trung thành lâu dài c\u1ee7a khách hàng, trong khi nh\u1eefng \u0111\u01a1n v\u1ecb không \u0111áp \u1ee9ng \u0111\u01b0\u1ee3c s\u1ebd b\u1ecb b\u1ecf l\u1ea1i phía sau.<\/p>\n

\u0110\u1ec3 xem phân tích \u0111\u1ea7y \u0111\u1ee7, vui lòng truy c\u1eadp t\u1ea1i \u0111ây<\/a>.<\/p>\n

Gi\u1edbi thi\u1ec7u v\u1ec1 Milieu Insight<\/b> <\/p>\n

Milieu Insight là công ty nghiên c\u1ee9u th\u1ecb tr\u01b0\u1eddng và phân tích d\u1eef li\u1ec7u toàn c\u1ea7u có tr\u1ee5 s\u1edf t\u1ea1i Singapore<\/span>, h\u1ed7 tr\u1ee3 các th\u01b0\u01a1ng hi\u1ec7u và doanh nghi\u1ec7p xây d\u1ef1ng h\u1ec7 sinh thái g\u1eafn k\u1ebft v\u1edbi ng\u01b0\u1eddi tiêu dùng, cung c\u1ea5p thông tin kinh doanh nhanh chóng và có th\u1ec3 hành \u0111\u1ed9ng. Công ty \u0111ã \u0111\u1ea1t \u0111\u01b0\u1ee3c các gi\u1ea3i th\u01b0\u1edfng nh\u01b0 Tech MVP c\u1ee7a Campaign Asia và Công ty nghiên c\u1ee9u th\u1ecb tr\u01b0\u1eddng c\u1ee7a n\u0103m (GOLD), \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn r\u1ed9ng rãi nh\u1edd chuyên môn nghiên c\u1ee9u \u0111o\u1ea1t gi\u1ea3i th\u01b0\u1edfng. C\u1ed1t lõi trong các d\u1ecbch v\u1ee5 c\u1ee7a công ty là n\u1ec1n t\u1ea3ng ph\u1ea7n m\u1ec1m kh\u1ea3o sát và phân tích d\u1eef li\u1ec7u m\u1ea1nh m\u1ebd Canvas, cung c\u1ea5p các công c\u1ee5 tr\u1ef1c quan \u0111\u1ec3 thi\u1ebft k\u1ebf và phân ph\u1ed1i kh\u1ea3o sát, phân tích d\u1eef li\u1ec7u, tr\u1ef1c quan hóa và báo cáo thông tin kinh doanh trên các ch\u1ee7 \u0111\u1ec1 và l\u0129nh v\u1ef1c khác nhau. \u0110i\u1ec1u này trao quy\u1ec1n cho các doanh nghi\u1ec7p \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh sáng su\u1ed1t, có tác \u0111\u1ed9ng và phát tri\u1ec3n các chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7u qu\u1ea3.<\/p>\n","protected":false},"excerpt":{"rendered":"

SINGAPORE, ngày 10 tháng 9 n\u0103m 2025 \/PRNewswire\/ — Khi th\u1ecb tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed Vi\u1ec7t Nam v\u01b0\u1ee3t m\u1ed1c 25 t\u1ef7 USD, báo cáo phân tích m\u1edbi t\u1eeb công ty nghiên c\u1ee9u ng\u01b0\u1eddi tiêu dùng hàng \u0111\u1ea7u Milieu Insight cho th\u1ea5y s\u1ef1 thay \u0111\u1ed5i \u0111áng k\u1ec3 trong k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi mua s\u1eafm. D\u1ef1a […]\n","protected":false},"author":803,"featured_media":47255,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2293],"tags":[],"class_list":["post-42128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-newswire"],"aioseo_notices":[],"yoast_head":"\nPh\u00e2n t\u00edch c\u1ee7a Milieu Insight: Ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam y\u00eau c\u1ea7u nhi\u1ec1u h\u01a1n m\u1ee9c gi\u00e1 r\u1ebb, \u01b0u ti\u00ean \u0111\u1ed9 tin c\u1eady, ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 v\u00e0 tr\u00e1ch nhi\u1ec7m t\u1eadp trung<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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