{"id":5039,"date":"2026-09-12T04:12:13","date_gmt":"2026-09-12T04:12:13","guid":{"rendered":"https:\/\/vbaseup.com\/kien-thuc\/?p=5039"},"modified":"2026-09-12T08:56:43","modified_gmt":"2026-09-12T08:56:43","slug":"mo-hinh-hanh-vi-fogg","status":"publish","type":"post","link":"https:\/\/vbaseup.com\/kien-thuc\/mo-hinh-hanh-vi-fogg\/","title":{"rendered":"M\u00f4 h\u00ecnh h\u00e0nh vi Fogg (Fogg Behavior Model) l\u00e0 g\u00ec?"},"content":{"rendered":"

\u0110\u1ed9ng l\u1ef1c, kh\u1ea3 n\u0103ng v\u00e0 l\u1eddi nh\u1eafc quy\u1ebft \u0111\u1ecbnh h\u00e0nh vi \u201cch\u1ed1t \u0111\u01a1n\u201d, nh\u01b0ng h\u1ea7u h\u1ebft website \u0111ang b\u1ecf qu\u00ean \u00edt nh\u1ea5t m\u1ed9t y\u1ebfu t\u1ed1.<\/p><\/blockquote>\n

B\u1ea1n \u0111\u1ea7u t\u01b0 kh\u00f4ng \u00edt ti\u1ec1n \u0111\u1ec3 website c\u00f3 giao di\u1ec7n h\u1ee3p xu h\u01b0\u1edbng thi\u1ebft k\u1ebf m\u1edbi nh\u1ea5t, m\u00e0u s\u1eafc h\u00e0i h\u00f2a v\u00e0 h\u00ecnh \u1ea3nh s\u1eafc n\u00e9t. Nh\u01b0ng \u0111\u01a1n h\u00e0ng v\u1eabn kh\u00f4ng v\u1ec1, form t\u01b0 v\u1ea5n kh\u00f4ng c\u00f3 ng\u01b0\u1eddi \u0111i\u1ec1n, c\u00f2n t\u1ef7 l\u1ec7 tho\u00e1t trang v\u1eabn r\u1ea5t cao.<\/p>\n

Kh\u00f4ng \u00edt ng\u01b0\u1eddi ti\u1ebfp t\u1ee5c chi th\u00eam cho qu\u1ea3ng c\u00e1o, vi\u1ebft th\u00eam n\u1ed9i dung thuy\u1ebft ph\u1ee5c v\u1edbi hy v\u1ecdng kh\u00e1ch h\u00e0ng s\u1ebd h\u00e0nh \u0111\u1ed9ng. Trong khi \u0111\u00f3, v\u1ea5n \u0111\u1ec1 hi\u1ebfm khi n\u1eb1m \u1edf vi\u1ec7c thi\u1ebfu th\u00f4ng tin hay ng\u00e2n s\u00e1ch marketing. V\u1eady \u0111i\u1ec1u g\u00ec c\u00f2n thi\u1ebfu gi\u1eefa m\u1ed9t website \u0111\u1eb9p v\u00e0 m\u1ed9t c\u00fa nh\u1ea5p \u201cMua ngay\u201d?<\/p>\n

M\u00f4 h\u00ecnh h\u00e0nh vi Fogg l\u00e0 g\u00ec?<\/h2>\n

Theo ti\u1ebfn s\u0129 B.J. Fogg t\u1ea1i Ph\u00f2ng nghi\u00ean c\u1ee9u C\u00f4ng ngh\u1ec7 Thuy\u1ebft ph\u1ee5c (Persuasive Technology Lab), \u0110\u1ea1i h\u1ecdc Stanford, m\u1ecdi h\u00e0nh vi c\u1ee7a con ng\u01b0\u1eddi \u0111\u1ec1u tu\u00e2n theo m\u1ed9t c\u00f4ng th\u1ee9c t\u00e2m l\u00fd h\u1ecdc c\u1ee5 th\u1ec3. \u0110i\u1ec1u n\u00e0y \u0111\u00fang c\u1ea3 v\u1edbi nh\u1eefng thao t\u00e1c tr\u00ean website, nh\u01b0 nh\u1ea5p v\u00e0o n\u00fat mua h\u00e0ng.<\/p>\n

M\u00f4 h\u00ecnh h\u00e0nh vi Fogg (Fogg Behavior Model, FBM) ch\u1ec9 ra r\u1eb1ng, m\u1ed9t h\u00e0nh vi m\u1ee5c ti\u00eau ch\u1ec9 xu\u1ea5t hi\u1ec7n khi 3 y\u1ebfu t\u1ed1 c\u00f9ng h\u1ed9i t\u1ee5: \u0111\u1ed9ng l\u1ef1c (Motivation), kh\u1ea3 n\u0103ng (Ability) v\u00e0 l\u1eddi nh\u1eafc hay k\u00edch ho\u1ea1t (Trigger\/Prompt). C\u00f4ng th\u1ee9c \u0111\u01b0\u1ee3c vi\u1ebft l\u00e0 B = MAP (Behavior = Motivation x Ability x Prompt).<\/p>\n

\u0110i\u1ec3m m\u1ea5u ch\u1ed1t n\u1eb1m \u1edf vi\u1ec7c c\u1ea3 3 ph\u1ea3i xu\u1ea5t hi\u1ec7n c\u00f9ng l\u00fac. Theo m\u00f4 h\u00ecnh n\u00e0y, n\u1ebfu h\u00e0nh vi kh\u00f4ng x\u1ea3y ra th\u00ec ch\u1eafc ch\u1eafn \u00edt nh\u1ea5t m\u1ed9t y\u1ebfu t\u1ed1 \u0111ang thi\u1ebfu. Nguy\u00ean nh\u00e2n n\u1eb1m \u1edf s\u1ef1 thi\u1ebfu h\u1ee5t \u0111\u00f3, ch\u1ee9 kh\u00f4ng ph\u1ea3i kh\u00e1ch h\u00e0ng \u201ckh\u00f4ng th\u00edch s\u1ea3n ph\u1ea9m\u201d nh\u01b0 nhi\u1ec1u ng\u01b0\u1eddi v\u1eabn ngh\u0129.<\/p>\n

Trong nghi\u00ean c\u1ee9u ban \u0111\u1ea7u n\u0103m 2009, Fogg s\u1eed d\u1ee5ng t\u1eeb Trigger. \u0110\u1ebfn cu\u1ed1n Tiny Habits<\/em> (2019), \u00f4ng chuy\u1ec3n sang Prompt \u0111\u1ec3 tr\u00e1nh li\u00ean t\u01b0\u1edfng \u0111\u1ebfn sang ch\u1ea5n t\u00e2m l\u00fd, b\u1edfi trigger trong ti\u1ebfng Anh c\u00f2n mang ngh\u0129a \u201cg\u1ee3i sang ch\u1ea5n\u201d. B\u1ea3n ch\u1ea5t c\u1ee7a kh\u00e1i ni\u1ec7m v\u1eabn kh\u00f4ng thay \u0111\u1ed5i.<\/p>\n

\"\"<\/p>\n

Ba y\u1ebfu t\u1ed1 c\u00f9ng quy\u1ebft \u0111\u1ecbnh s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a h\u00e0nh vi.<\/em><\/p>\n

\u0110\u1ed9ng l\u1ef1c v\u00e0 kh\u1ea3 n\u0103ng \u201cb\u00f9 tr\u1eeb\u201d th\u1ebf n\u00e0o?<\/h2>\n

Fogg m\u00f4 t\u1ea3 m\u1ed1i quan h\u1ec7 n\u00e0y b\u1eb1ng m\u1ed9t \u0111\u01b0\u1eddng cong \u0111\u00e1nh \u0111\u1ed5i, v\u1edbi tr\u1ee5c tung l\u00e0 \u0111\u1ed9ng l\u1ef1c v\u00e0 tr\u1ee5c ho\u00e0nh l\u00e0 kh\u1ea3 n\u0103ng. \u0110\u01b0\u1eddng h\u00e0nh vi (Action Line) ph\u00e2n t\u00e1ch v\u00f9ng h\u00e0nh vi x\u1ea3y ra v\u1edbi v\u00f9ng h\u00e0nh vi th\u1ea5t b\u1ea1i.<\/p>\n

\"\"<\/p>\n

V\u1ecb tr\u00ed c\u1ee7a ng\u01b0\u1eddi d\u00f9ng tr\u00ean \u0111\u1ed3 th\u1ecb \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u00e1c d\u1ee5ng c\u1ee7a l\u1eddi nh\u1eafc.<\/em><\/p>\n

Khi \u0111\u1ed9ng l\u1ef1c r\u1ea5t cao, ch\u00fang ta s\u1eb5n s\u00e0ng l\u00e0m nh\u1eefng vi\u1ec7c ph\u1ee9c t\u1ea1p h\u01a1n \u0111\u1ec3 \u0111\u1ea1t \u0111i\u1ec1u m\u00ecnh mu\u1ed1n. Ch\u1eb3ng h\u1ea1n m\u1ed9t ng\u01b0\u1eddi c\u00f3 th\u1ec3 ch\u1ecbu kh\u00f3 \u0111i\u1ec1n bi\u1ec3u m\u1eabu 100 \u00f4 \u0111\u1ec3 c\u00f3 c\u01a1 h\u1ed9i tr\u00fang xe h\u01a1i. Ng\u01b0\u1ee3c l\u1ea1i, khi \u0111\u1ed9ng l\u1ef1c r\u1ea5t th\u1ea5p, h\u00e0nh vi ch\u1ec9 x\u1ea3y ra n\u1ebfu n\u00f3 c\u1ef1c k\u1ef3 d\u1ec5, nh\u01b0 ch\u1ec9 c\u1ea7n 1 c\u00fa click \u0111\u1ec3 h\u1ee7y \u0111\u0103ng k\u00fd nh\u1eadn b\u1ea3n tin.<\/p>\n

Tuy nhi\u00ean, m\u1ed9t l\u1eddi nh\u1eafc kh\u00f4ng ph\u1ea3i c\u1ee9 xu\u1ea5t hi\u1ec7n l\u00e0 c\u00f3 t\u00e1c d\u1ee5ng. N\u1ebfu n\u00fat CTA, popup hay email \u0111\u1ebfn khi ng\u01b0\u1eddi d\u00f9ng \u0111ang \u1edf d\u01b0\u1edbi \u0111\u01b0\u1eddng h\u00e0nh vi, n\u00f3 \u0111\u01b0a h\u1ecd v\u00e0o m\u1ed9t trong 2 tr\u1ea1ng th\u00e1i:<\/p>\n

Th\u1ea5t v\u1ecdng (Frustration):<\/strong> Kh\u00e1ch h\u00e0ng r\u1ea5t mu\u1ed1n mua, nh\u01b0ng kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n l\u1ea1i th\u1ea5p. H\u1ec7 th\u1ed1ng thanh to\u00e1n b\u1ecb l\u1ed7i ho\u1eb7c y\u00eau c\u1ea7u t\u1ea1o t\u00e0i kho\u1ea3n tr\u01b0\u1edbc khi mua khi\u1ebfn h\u1ecd g\u1eb7p tr\u1edf ng\u1ea1i \u0111\u00fang l\u00fac \u0111ang n\u00f3ng l\u00f2ng nh\u1ea5t.<\/p>\n

Phi\u1ec1n to\u00e1i (Annoyance):<\/strong> Thao t\u00e1c r\u1ea5t d\u1ec5 th\u1ef1c hi\u1ec7n, nh\u01b0ng kh\u00e1ch h\u00e0ng l\u1ea1i kh\u00f4ng c\u00f3 nhi\u1ec1u \u0111\u1ed9ng l\u1ef1c. Nh\u1eefng popup qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m kh\u00f4ng li\u00ean quan c\u1ee9 li\u00ean t\u1ee5c hi\u1ec7n ra, th\u00fac gi\u1ee5c h\u1ecd b\u1ea5m n\u00fat l\u00e0 m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh.<\/p>\n

M\u1ed9t giao di\u1ec7n \u0111\u1eb9p v\u1eabn c\u00f3 th\u1ec3 li\u00ean t\u1ee5c mang \u0111\u1ebfn m\u1ed9t trong hai c\u1ea3m gi\u00e1c n\u00e0y. \u0110i\u1ec1u \u0111\u00f3 x\u1ea3y ra khi ng\u01b0\u1eddi thi\u1ebft k\u1ebf ch\u01b0a hi\u1ec3u kh\u00e1ch h\u00e0ng \u0111ang \u1edf \u0111\u00e2u tr\u00ean tr\u1ee5c \u0111\u1ed9ng l\u1ef1c v\u00e0 kh\u1ea3 n\u0103ng.<\/p>\n

\u0110i\u1ec1u g\u00ec khi\u1ebfn kh\u00e1ch h\u00e0ng mu\u1ed1n h\u00e0nh \u0111\u1ed9ng?<\/h2>\n

Theo Fogg, \u0111\u1ed9ng l\u1ef1c c\u00f3 th\u1ec3 chia th\u00e0nh 3 nh\u00f3m c\u1ed1t l\u00f5i, m\u1ed7i nh\u00f3m g\u1ed3m hai c\u1ef1c \u0111\u1ed1i l\u1eadp.<\/p>\n

\"\"<\/p>\n

Ba nh\u00f3m \u0111\u1ed9ng l\u1ef1c v\u1edbi nh\u1eefng c\u1ef1c \u0111\u1ed1i l\u1eadp.<\/em><\/p>\n

Sung s\u01b0\u1edbng v\u00e0 \u0111au \u0111\u1edbn<\/h3>\n

Sung s\u01b0\u1edbng \/ \u0110au \u0111\u1edbn (Pleasure\/Pain) l\u00e0 nh\u00f3m \u0111\u1ed9ng l\u1ef1c nguy\u00ean th\u1ee7y nh\u1ea5t, khi\u1ebfn ch\u00fang ta ph\u1ea3n \u1ee9ng g\u1ea7n nh\u01b0 ngay l\u1eadp t\u1ee9c m\u00e0 kh\u00f4ng c\u1ea7n suy ngh\u0129 ph\u1ee9c t\u1ea1p. Tr\u00ean website, nh\u00f3m n\u00e0y th\u1ec3 hi\u1ec7n qua h\u00ecnh \u1ea3nh b\u1eaft m\u1eaft, giao di\u1ec7n ho\u1ea1t \u0111\u1ed9ng m\u01b0\u1ee3t m\u00e0 ho\u1eb7c vi\u1ec7c gi\u1ea3i quy\u1ebft ngay m\u1ed9t b\u1ea5t ti\u1ec7n ng\u01b0\u1eddi d\u00f9ng \u0111ang g\u1eb7p.<\/p>\n

Hy v\u1ecdng v\u00e0 s\u1ee3 h\u00e3i<\/h3>\n

Kh\u00e1c v\u1edbi ph\u1ea3n \u1ee9ng t\u1ee9c th\u00ec \u1edf tr\u00ean, Hy v\u1ecdng \/ S\u1ee3 h\u00e3i (Hope\/Fear) g\u1eafn v\u1edbi vi\u1ec7c d\u1ef1 \u0111o\u00e1n k\u1ebft qu\u1ea3 trong t\u01b0\u01a1ng lai. Theo Fogg, nh\u00f3m \u0111\u1ed9ng l\u1ef1c n\u00e0y th\u01b0\u1eddng c\u00f3 \u1ea3nh h\u01b0\u1edfng m\u1ea1nh h\u01a1n c\u1ea3 sung s\u01b0\u1edbng v\u00e0 \u0111au \u0111\u1edbn.<\/p>\n

\u0110\u00f3 l\u00e0 l\u00fd do ch\u00fang ta s\u1eb5n s\u00e0ng ch\u1ecbu \u0111au \u0111\u1edbn ng\u1eafn h\u1ea1n \u0111\u1ec3 tr\u00e1nh m\u1ed9t n\u1ed7i s\u1ee3 l\u1edbn h\u01a1n v\u1ec1 sau. Ch\u1eb3ng h\u1ea1n b\u1ea1n ch\u1ea5p nh\u1eadn b\u1ecf ti\u1ec1n mua b\u1ea3o hi\u1ec3m \u0111\u1ec3 tr\u00e1nh n\u1ed7i s\u1ee3 nh\u00e0 b\u1ecb ch\u00e1y. Trong thi\u1ebft k\u1ebf thuy\u1ebft ph\u1ee5c, Fogg \u0111\u00e1nh gi\u00e1 hy v\u1ecdng l\u00e0 ngu\u1ed3n \u0111\u1ed9ng l\u1ef1c mang t\u00ednh \u0111\u1ea1o \u0111\u1ee9c v\u00e0 nh\u00e2n v\u0103n nh\u1ea5t.<\/p>\n

\u0110\u01b0\u1ee3c ch\u1ea5p nh\u1eadn v\u00e0 b\u1ecb t\u1eeb ch\u1ed1i<\/h3>\n

Ch\u1ea5p nh\u1eadn x\u00e3 h\u1ed9i \/ B\u1ecb t\u1eeb ch\u1ed1i (Social Acceptance\/Rejection) chi ph\u1ed1i g\u1ea7n nh\u01b0 to\u00e0n b\u1ed9 h\u00e0nh vi x\u00e3 h\u1ed9i, t\u1eeb c\u00e1ch \u0103n m\u1eb7c \u0111\u1ebfn t\u01b0\u01a1ng t\u00e1c tr\u00ean m\u1ea1ng. Mong mu\u1ed1n \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn v\u00e0 n\u1ed7i s\u1ee3 b\u1ecb c\u00f4 l\u1eadp \u0111\u1ec1u th\u00fac \u0111\u1ea9y ch\u00fang ta r\u1ea5t m\u1ea1nh. V\u00ec v\u1eady, m\u1ed9t l\u01b0\u1ee3t Like hay Comment c\u0169ng c\u00f3 th\u1ec3 mang \u0111\u1ebfn c\u1ea3m gi\u00e1c th\u1ecfa m\u00e3n r\u00f5 r\u1ec7t.<\/p>\n

Khi vi\u1ebft th\u00f4ng \u0111i\u1ec7p gi\u00e1 tr\u1ecb (value proposition) cho website, b\u1ea1n c\u1ea7n g\u1eafn n\u00f3 v\u1edbi \u00edt nh\u1ea5t m\u1ed9t trong 3 nh\u00f3m \u0111\u1ed9ng l\u1ef1c n\u00e0y. Vi\u1ec7c ch\u1ec9 li\u1ec7t k\u00ea c\u00e1c t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m ch\u01b0a \u0111\u1ee7 \u0111\u1ec3 th\u00f4ng \u0111i\u1ec7p th\u1ef1c s\u1ef1 \u201cch\u1ea1m\u201d \u0111\u1ebfn kh\u00e1ch h\u00e0ng.<\/p>\n

V\u00ec sao mu\u1ed1n mua v\u1eabn ch\u01b0a ch\u1eafc mua \u0111\u01b0\u1ee3c?<\/h2>\n

M\u1ed9t tr\u01b0\u1eddng h\u1ee3p n\u1ed5i ti\u1ebfng l\u00e0 \u201c$300 Million Button\u201d, khi m\u1ed9t trang th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed b\u1ecf b\u01b0\u1edbc b\u1eaft bu\u1ed9c \u201cT\u1ea1o t\u00e0i kho\u1ea3n\u201d tr\u01b0\u1edbc khi thanh to\u00e1n. Thay v\u00e0o \u0111\u00f3, ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 ch\u1ecdn \u201cThanh to\u00e1n v\u1edbi t\u01b0 c\u00e1ch kh\u00e1ch\u201d.<\/p>\n

Thay \u0111\u1ed5i n\u00e0y gi\u00fap t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u0103ng 45%, mang v\u1ec1 th\u00eam 300 tri\u1ec7u USD doanh thu. Kh\u00f4ng c\u00f3 d\u00f2ng qu\u1ea3ng c\u00e1o n\u00e0o \u0111\u01b0\u1ee3c th\u00eam v\u00e0o. Trang web ch\u1ec9 lo\u1ea1i b\u1ecf m\u1ed9t r\u00e0o c\u1ea3n v\u1ec1 kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n h\u00e0nh vi.<\/p>\n

Theo Fogg, t\u0103ng kh\u1ea3 n\u0103ng b\u1eb1ng c\u00e1ch gi\u1ea3m ma s\u00e1t lu\u00f4n d\u1ec5 v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n vi\u1ec7c c\u1ed1 t\u1ea1o \u0111\u1ed9ng l\u1ef1c nh\u00e2n t\u1ea1o. \u00d4ng v\u00ed vi\u1ec7c th\u00fac \u0111\u1ea9y m\u1ed9t ng\u01b0\u1eddi v\u1ed1n ch\u01b0a mu\u1ed1n h\u00e0nh \u0111\u1ed9ng v\u1edbi b\u01a1i ng\u01b0\u1ee3c d\u00f2ng n\u01b0\u1edbc. D\u00f2ng ch\u1ea3y r\u1ea5t m\u1ea1nh, khi\u1ebfn b\u1ea1n nhanh ch\u00f3ng ki\u1ec7t s\u1ee9c.<\/p>\n

\u0110i\u1ec1u n\u00e0y \u0111\u1eb7c bi\u1ec7t \u0111\u00e1ng ch\u00fa \u00fd khi t\u1ed1i \u01b0u t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i (CRO). \u0110\u1ed9 d\u1ec5 c\u1ee7a m\u1ed9t h\u00e0nh vi b\u1ecb gi\u1edbi h\u1ea1n b\u1edfi y\u1ebfu t\u1ed1 y\u1ebfu nh\u1ea5t trong 6 \u201ct\u00e0i nguy\u00ean\u201d c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. Ch\u1ec9 c\u1ea7n thi\u1ebfu m\u1ed9t y\u1ebfu t\u1ed1, h\u00e0nh vi l\u1eadp t\u1ee9c tr\u1edf n\u00ean kh\u00f3 th\u1ef1c hi\u1ec7n:<\/p>\n

    \n
  • Th\u1eddi gian:<\/strong> Quy tr\u00ecnh m\u1ea5t qu\u00e1 nhi\u1ec1u th\u1eddi gian \u0111\u1ec3 ho\u00e0n th\u00e0nh. B\u1ea1n c\u00f3 th\u1ec3 r\u00fat ng\u1eafn c\u00e1c b\u01b0\u1edbc thanh to\u00e1n ho\u1eb7c cho ph\u00e9p \u0111\u0103ng nh\u1eadp nhanh qua Google\/Apple.<\/li>\n
  • Ti\u1ec1n b\u1ea1c:<\/strong> Chi ph\u00ed v\u01b0\u1ee3t qu\u00e1 k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. G\u00f3i d\u00f9ng th\u1eed mi\u1ec5n ph\u00ed ho\u1eb7c chia nh\u1ecf k\u1ef3 thanh to\u00e1n l\u00e0 nh\u1eefng c\u00e1ch gi\u1ea3m r\u00e0o c\u1ea3n n\u00e0y.<\/li>\n
  • S\u1ee9c l\u1ef1c th\u1ec3 ch\u1ea5t:<\/strong> H\u00e0nh vi \u0111\u00f2i h\u1ecfi thao t\u00e1c v\u1eadn \u0111\u1ed9ng ph\u1ee9c t\u1ea1p. N\u00fat b\u1ea5m \u0111\u1ee7 l\u1edbn tr\u00ean mobile v\u00e0 t\u00ednh n\u0103ng t\u1ef1 \u0111\u1ed9ng \u0111i\u1ec1n \u0111\u1ecba ch\u1ec9 gi\u00fap ng\u01b0\u1eddi d\u00f9ng th\u1ef1c hi\u1ec7n d\u1ec5 h\u01a1n.<\/li>\n
  • S\u1ee9c l\u1ef1c tr\u00ed \u00f3c:<\/strong> Ng\u01b0\u1eddi d\u00f9ng ph\u1ea3i suy ngh\u0129 ho\u1eb7c x\u1eed l\u00fd qu\u00e1 nhi\u1ec1u th\u00f4ng tin. V\u00ec v\u1eady, b\u1ea1n c\u1ea7n gi\u1ea3m t\u1ea3i nh\u1eadn th\u1ee9c v\u00e0 \u0111\u01a1n gi\u1ea3n h\u00f3a bi\u1ec3u m\u1eabu.<\/li>\n
  • M\u1ee9c \u0111\u1ed9 l\u1ec7ch chu\u1ea9n x\u00e3 h\u1ed9i:<\/strong> H\u00e0nh vi \u0111i ng\u01b0\u1ee3c nh\u1eefng chu\u1ea9n m\u1ef1c quen thu\u1ed9c. B\u1ea1n c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i (social proof) v\u00e0 s\u1eed d\u1ee5ng c\u00e1c m\u1eabu t\u01b0\u01a1ng t\u00e1c ng\u01b0\u1eddi d\u00f9ng \u0111\u00e3 quen.<\/li>\n
  • T\u00ednh b\u1ea5t th\u01b0\u1eddng, tr\u00e1i th\u00f3i quen:<\/strong> H\u00e0nh vi bu\u1ed9c ng\u01b0\u1eddi d\u00f9ng thay \u0111\u1ed5i l\u1ecbch tr\u00ecnh quen thu\u1ed9c. Vi\u1ec7c t\u00edch h\u1ee3p n\u00f3 v\u00e0o lu\u1ed3ng thao t\u00e1c hi\u1ec7n t\u1ea1i s\u1ebd gi\u00fap h\u1ecd kh\u00f4ng ph\u1ea3i h\u1ecdc l\u1ea1i t\u1eeb \u0111\u1ea7u.<\/li>\n<\/ul>\n

    \"Giao<\/p>\n

    V\u00ed d\u1ee5 giao di\u1ec7n cho ph\u00e9p thanh to\u00e1n v\u1edbi t\u01b0 c\u00e1ch kh\u00e1ch.<\/em><\/p>\n

    L\u1eddi nh\u1eafc c\u1ea7n xu\u1ea5t hi\u1ec7n v\u00e0o l\u00fac n\u00e0o?<\/h2>\n

    Ti\u1ebfn s\u0129 Fogg t\u1eebng \u0111\u1eb7t m\u1ee5c ti\u00eau t\u1eadp \u0111\u00e0n ukulele m\u1ed7i ng\u00e0y. \u00d4ng th\u00edch ch\u01a1i \u0111\u00e0n, c\u00e2y \u0111\u00e0n c\u0169ng c\u00f3 s\u1eb5n trong nh\u00e0 v\u00e0 vi\u1ec7c t\u1eadp kh\u00f4ng kh\u00f3. D\u00f9 c\u00f3 \u0111\u1ee7 \u0111\u1ed9ng l\u1ef1c l\u1eabn kh\u1ea3 n\u0103ng, \u00f4ng v\u1eabn kh\u00f4ng th\u1ef1c hi\u1ec7n \u0111\u1ec1u \u0111\u1eb7n.<\/p>\n

    \u0110i\u1ec1u c\u00f2n thi\u1ebfu l\u00e0 m\u1ed9t l\u1eddi nh\u1eafc \u0111\u00fang th\u1eddi \u0111i\u1ec3m. Fogg \u0111\u1eb7t c\u00e2y \u0111\u00e0n ngay gi\u1eefa b\u00e0n l\u00e0m vi\u1ec7c, \u0111\u1ec3 cu\u1ed1i m\u1ed7i bu\u1ed5i chi\u1ec1u n\u00f3 \u201c\u0111\u1eadp v\u00e0o m\u1eaft\u201d nh\u01b0 m\u1ed9t t\u00edn hi\u1ec7u t\u1ef1 nhi\u00ean. T\u1eeb \u0111\u00f3, th\u00f3i quen t\u1eadp \u0111\u00e0n \u0111\u01b0\u1ee3c duy tr\u00ec li\u00ean t\u1ee5c.<\/p>\n

    Trong FBM, l\u1eddi nh\u1eafc l\u00e0 y\u1ebfu t\u1ed1 d\u1ec5 b\u1ecb b\u1ecf qu\u00ean nh\u1ea5t nh\u01b0ng l\u1ea1i mang t\u00ednh quy\u1ebft \u0111\u1ecbnh. N\u1ebfu kh\u00f4ng c\u00f3 l\u1eddi nh\u1eafc \u0111\u00fang l\u00fac, h\u00e0nh vi s\u1ebd kh\u00f4ng x\u1ea3y ra, k\u1ec3 c\u1ea3 khi \u0111\u1ed9ng l\u1ef1c v\u00e0 kh\u1ea3 n\u0103ng \u0111\u1ec1u r\u1ea5t cao.<\/p>\n

    Fogg chia l\u1eddi nh\u1eafc th\u00e0nh 2 nh\u00f3m theo th\u1eddi \u0111i\u1ec3m xu\u1ea5t hi\u1ec7n. Hot Trigger, hay l\u1eddi nh\u1eafc n\u00f3ng, \u0111\u1ebfn khi ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 h\u00e0nh \u0111\u1ed9ng ngay, nh\u01b0 n\u00fat \u201cMua ngay\u201d ho\u1eb7c th\u00f4ng b\u00e1o \u0111\u1ea9y. C\u00f2n Cold Trigger, hay l\u1eddi nh\u1eafc l\u1ea1nh, xu\u1ea5t hi\u1ec7n khi h\u1ecd ch\u01b0a th\u1ec3 h\u00e0nh \u0111\u1ed9ng, ch\u1eb3ng h\u1ea1n bi\u1ec3n qu\u1ea3ng c\u00e1o ngo\u00e0i \u0111\u01b0\u1eddng.<\/p>\n

    \"Minh<\/p>\n

    M\u1ed9t th\u00f4ng b\u00e1o nh\u1eafc ng\u01b0\u1eddi d\u00f9ng quay l\u1ea1i gi\u1ecf h\u00e0ng.<\/em><\/p>\n

    V\u00ec v\u1eady trong thi\u1ebft k\u1ebf website, Fogg khuy\u00ean \u0111\u1eb7t nh\u1eefng l\u1eddi nh\u1eafc n\u00f3ng ngay tr\u00ean con \u0111\u01b0\u1eddng c\u1ee7a ng\u01b0\u1eddi \u0111\u00e3 c\u00f3 s\u1eb5n \u0111\u1ed9ng l\u1ef1c. Tuy nhi\u00ean, c\u00e1ch nh\u1eafc c\u0169ng c\u1ea7n ph\u00f9 h\u1ee3p v\u1edbi t\u00ecnh tr\u1ea1ng \u0111\u1ed9ng l\u1ef1c v\u00e0 kh\u1ea3 n\u0103ng c\u1ee7a h\u1ecd. C\u1ee5 th\u1ec3, c\u00f3 3 lo\u1ea1i l\u1eddi nh\u1eafc:<\/p>\n

    L\u1eddi nh\u1eafc k\u00edch th\u00edch (Sparking Trigger):<\/strong> D\u00f9ng khi kh\u1ea3 n\u0103ng cao nh\u01b0ng \u0111\u1ed9ng l\u1ef1c th\u1ea5p. L\u1eddi nh\u1eafc c\u1ea7n g\u1ee3i ra l\u1ee3i \u00edch ho\u1eb7c n\u1ed7i s\u1ee3 b\u1ecf l\u1ee1 \u0111\u1ec3 th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng. Ch\u1eb3ng h\u1ea1n email b\u00e1o c\u00f3 tin nh\u1eafn v\u00e0 l\u1eddi m\u1eddi k\u1ebft b\u1ea1n ch\u01b0a \u0111\u1ecdc \u0111\u01b0\u1ee3c g\u1eedi cho ng\u01b0\u1eddi d\u00f9ng l\u00e2u ng\u00e0y kh\u00f4ng \u0111\u0103ng nh\u1eadp.<\/p>\n

    L\u1eddi nh\u1eafc t\u1ea1o \u0111i\u1ec1u ki\u1ec7n (Facilitating Trigger):<\/strong> D\u00f9ng khi \u0111\u1ed9ng l\u1ef1c cao nh\u01b0ng kh\u1ea3 n\u0103ng th\u1ea5p. L\u00fac n\u00e0y, l\u1eddi nh\u1eafc c\u1ea7n \u0111i c\u00f9ng c\u00e1ch th\u1ef1c hi\u1ec7n d\u1ec5 h\u01a1n. M\u1ed9t th\u00f4ng b\u00e1o c\u1eadp nh\u1eadt ph\u1ea7n m\u1ec1m v\u1edbi n\u00fat \u201cC\u1eadp nh\u1eadt ngay – 1 click\u201d l\u00e0 v\u00ed d\u1ee5 cho tr\u01b0\u1eddng h\u1ee3p n\u00e0y.<\/p>\n

    L\u1eddi nh\u1eafc t\u00edn hi\u1ec7u (Signal Trigger):<\/strong> D\u00f9ng khi c\u1ea3 \u0111\u1ed9ng l\u1ef1c v\u00e0 kh\u1ea3 n\u0103ng \u0111\u1ec1u \u0111\u00e3 cao. B\u1ea1n kh\u00f4ng c\u1ea7n thuy\u1ebft ph\u1ee5c ng\u01b0\u1eddi d\u00f9ng th\u00eam, m\u00e0 ch\u1ec9 c\u1ea7n nh\u1eafc nh\u1eb9, nh\u01b0 chi\u1ebfc ch\u1ea5m \u0111\u1ecf tr\u00ean icon gi\u1ecf h\u00e0ng.<\/p>\n

    Facebook l\u00e0 m\u1ed9t v\u00ed d\u1ee5 cho vi\u1ec7c ph\u1ed1i h\u1ee3p c\u1ea3 3 y\u1ebfu t\u1ed1 c\u1ee7a FBM. Khi ng\u01b0\u1eddi d\u00f9ng \u0111\u01b0\u1ee3c g\u1eafn th\u1ebb trong \u1ea3nh, h\u1ec7 th\u1ed1ng l\u1eadp t\u1ee9c g\u1eedi th\u00f4ng b\u00e1o. Nhu c\u1ea7u \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn x\u00e3 h\u1ed9i v\u00e0 s\u1ef1 t\u00f2 m\u00f2 v\u1ec1 h\u00ecnh \u1ea3nh b\u1ea3n th\u00e2n t\u1ea1o ra \u0111\u1ed9ng l\u1ef1c r\u1ea5t cao \u0111\u1ec3 h\u1ecd xem \u1ea3nh.<\/p>\n

    Kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n c\u0169ng r\u1ea5t d\u1ec5, b\u1edfi h\u1ecd ch\u1ec9 c\u1ea7n 1 c\u00fa nh\u1ea5p v\u00e0o email. C\u00f9ng v\u1edbi l\u1eddi nh\u1eafc xu\u1ea5t hi\u1ec7n \u0111\u00fang l\u00fac, g\u1ea7n nh\u01b0 to\u00e0n b\u1ed9 ng\u01b0\u1eddi d\u00f9ng quay l\u1ea1i n\u1ec1n t\u1ea3ng ngay sau \u0111\u00f3.<\/p>\n

    \u00c1p d\u1ee5ng FBM v\u00e0o website th\u1ebf n\u00e0o?<\/h2>\n

    \u0110\u1ec3 chuy\u1ec3n t\u1eeb vi\u1ec7c hi\u1ec3u m\u00f4 h\u00ecnh sang thi\u1ebft k\u1ebf website v\u00e0 t\u1ed1i \u01b0u t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i, Fogg g\u1ee3i \u00fd 4 b\u01b0\u1edbc sau:<\/p>\n

    \"V\u00ed<\/p>\n

    V\u00ed d\u1ee5 giao di\u1ec7n popup v\u00e0 n\u00fat CTA \u0111\u0103ng k\u00fd d\u00f9ng th\u1eed.<\/em><\/p>\n

    X\u00e1c \u0111\u1ecbnh h\u00e0nh vi m\u1ee5c ti\u00eau<\/h3>\n

    \u201cT\u0103ng g\u1eafn k\u1ebft\u201d hay \u201ckhi\u1ebfn ng\u01b0\u1eddi d\u00f9ng y\u00eau th\u00edch website\u201d \u0111\u1ec1u l\u00e0 nh\u1eefng m\u1ee5c ti\u00eau m\u01a1 h\u1ed3. B\u1ea1n c\u1ea7n x\u00e1c \u0111\u1ecbnh m\u1ed9t thao t\u00e1c c\u1ee5 th\u1ec3 v\u00e0 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c, ch\u1eb3ng h\u1ea1n \u201cnh\u1ea5p v\u00e0o n\u00fat \u0110\u0103ng k\u00fd g\u00f3i Pro\u201d ho\u1eb7c \u201c\u0111i\u1ec1n xong 3 tr\u01b0\u1eddng trong form b\u00e1o gi\u00e1\u201d.<\/p>\n

    L\u00e0m h\u00e0nh vi d\u1ec5 th\u1ef1c hi\u1ec7n h\u01a1n<\/h3>\n

    B\u01b0\u1edbc ti\u1ebfp theo l\u00e0 t\u1ed1i \u0111a h\u00f3a kh\u1ea3 n\u0103ng b\u1eb1ng c\u00e1ch \u0111\u01a1n gi\u1ea3n h\u00f3a thao t\u00e1c. Nh\u01b0 tr\u01b0\u1eddng h\u1ee3p \u201c$300 Million Button\u201d, \u0111\u00e2y l\u00e0 b\u01b0\u1edbc mang l\u1ea1i hi\u1ec7u qu\u1ea3 nhanh v\u00e0 r\u1ebb nh\u1ea5t. B\u1ea1n c\u00f3 th\u1ec3 gi\u1ea3m c\u00e1c \u00f4 nh\u1eadp li\u1ec7u kh\u00f4ng c\u1ea7n thi\u1ebft, t\u1ef1 \u0111\u1ed9ng \u0111\u1ecbnh d\u1ea1ng s\u1ed1 \u0111i\u1ec7n tho\u1ea1i hay s\u1ed1 th\u1ebb v\u00e0 t\u00edch h\u1ee3p t\u00ednh n\u0103ng t\u1ef1 \u0111\u1ed9ng ho\u00e0n th\u00e0nh (autocomplete).<\/p>\n

    Khai th\u00e1c \u0111\u1ed9ng l\u1ef1c c\u00f3 s\u1eb5n<\/h3>\n

    Thay v\u00ec t\u1ea1o \u0111\u1ed9ng l\u1ef1c nh\u00e2n t\u1ea1o, b\u1ea1n c\u1ea7n vi\u1ebft ti\u00eau \u0111\u1ec1 v\u00e0 th\u00f4ng \u0111i\u1ec7p gi\u00e1 tr\u1ecb ph\u00f9 h\u1ee3p v\u1edbi m\u1ed9t trong 3 nh\u00f3m \u0111\u1ed9ng l\u1ef1c c\u1ed1t l\u00f5i. B\u00ean c\u1ea1nh \u0111\u00f3, b\u1eb1ng ch\u1ee9ng x\u00e3 h\u1ed9i v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 uy t\u00edn gi\u00fap c\u1ee7ng c\u1ed1 ni\u1ec1m tin, \u0111\u01b0a kh\u00e1ch h\u00e0ng l\u00ean ph\u00eda tr\u00ean \u0111\u01b0\u1eddng h\u00e0nh vi.<\/p>\n

    \u0110\u1eb7t l\u1eddi nh\u1eafc n\u00f3ng \u0111\u00fang th\u1eddi \u0111i\u1ec3m<\/h3>\n

    N\u00fat CTA c\u1ea7n c\u00f3 v\u1ecb tr\u00ed \u01b0u ti\u00ean cao trong tr\u1eadt t\u1ef1 th\u1ecb gi\u00e1c, d\u00f9ng m\u00e0u t\u01b0\u01a1ng ph\u1ea3n n\u1ed5i b\u1eadt theo hi\u1ec7u \u1ee9ng Von Restorff. K\u00edch th\u01b0\u1edbc n\u00fat c\u0169ng c\u1ea7n \u0111\u1ee7 l\u1edbn theo \u0111\u1ecbnh lu\u1eadt Fitts, c\u00f9ng ng\u00f4n ng\u1eef h\u00e0nh \u0111\u1ed9ng r\u00f5 r\u00e0ng.<\/p>\n

    M\u1ed9t v\u00ed d\u1ee5 cho hi\u1ec7u qu\u1ea3 c\u1ee7a b\u01b0\u1edbc n\u00e0y l\u00e0 n\u1ec1n t\u1ea3ng th\u1eed nghi\u1ec7m A\/B Visual Website Optimizer (VWO). N\u1ec1n t\u1ea3ng \u0111\u00e3 th\u00eam m\u1ed9t popup nh\u1ea5n m\u1ea1nh l\u1ee3i \u00edch v\u1edbi th\u00f4ng \u0111i\u1ec7p \u201cT\u1ea1o A\/B Test mi\u1ec5n ph\u00ed nhanh ch\u00f3ng\u201d, k\u00e8m n\u00fat CTA r\u00f5 r\u00e0ng.<\/p>\n

    K\u1ebft qu\u1ea3, l\u01b0\u1ee3ng \u0111\u0103ng k\u00fd d\u00f9ng th\u1eed t\u0103ng 50% so v\u1edbi trang ch\u1ee7 g\u1ed1c. M\u1ee9c t\u0103ng n\u00e0y ch\u1ec9 \u0111\u1ebfn t\u1eeb vi\u1ec7c \u0111\u1eb7t \u0111\u00fang l\u1eddi nh\u1eafc tr\u00ean con \u0111\u01b0\u1eddng c\u1ee7a nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 c\u00f3 s\u1eb5n \u0111\u1ed9ng l\u1ef1c.<\/p>\n

    Giao di\u1ec7n \u0111\u1eb9p ch\u1ec9 l\u00e0 m\u1ed9t ph\u1ea7n nh\u1ecf trong vi\u1ec7c \u0111\u01b0a kh\u00e1ch h\u00e0ng \u0111\u1ebfn h\u00e0nh \u0111\u1ed9ng. V\u00ec v\u1eady, tr\u01b0\u1edbc khi ch\u1ec9nh th\u00eam hi\u1ec7u \u1ee9ng hay m\u00e0u s\u1eafc, b\u1ea1n c\u1ea7n nh\u00ecn v\u00e0o h\u00e0nh vi m\u1ee5c ti\u00eau quan tr\u1ecdng nh\u1ea5t tr\u00ean website: kh\u00e1ch h\u00e0ng \u0111\u00e3 \u0111\u1ee7 \u0111\u1ed9ng l\u1ef1c ch\u01b0a, thao t\u00e1c \u0111\u00e3 th\u1ef1c s\u1ef1 d\u1ec5 ch\u01b0a v\u00e0 l\u1eddi nh\u1eafc c\u00f3 xu\u1ea5t hi\u1ec7n \u0111\u00fang l\u00fac h\u1ecd s\u1eb5n s\u00e0ng nh\u1ea5t kh\u00f4ng?<\/p>\n

    C\u1ea7n ch\u00fa \u00fd g\u00ec khi \u00e1p d\u1ee5ng FBM?<\/h2>\n

    \u0110\u1eebng ch\u1ec9 c\u1ed1 \u201cth\u00fac\u201d kh\u00e1ch h\u00e0ng h\u00e0nh \u0111\u1ed9ng<\/h3>\n

    Ph\u1ea7n l\u1edbn l\u1ed7i khi t\u1ed1i \u01b0u t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i b\u1eaft ngu\u1ed3n t\u1eeb vi\u1ec7c hi\u1ec3u sai th\u1ee9 t\u1ef1 \u01b0u ti\u00ean gi\u1eefa 3 y\u1ebfu t\u1ed1. M\u1ed9t l\u1ed7i ph\u1ed5 bi\u1ebfn l\u00e0 chi ng\u00e2n s\u00e1ch truy\u1ec1n th\u00f4ng \u0111\u1ec3 \u201cgi\u00e1o d\u1ee5c\u201d kh\u00e1ch h\u00e0ng l\u00e0m \u0111i\u1ec1u h\u1ecd v\u1ed1n kh\u00f4ng mu\u1ed1n, trong khi vi\u1ec7c \u0111\u01a1n gi\u1ea3n h\u00f3a h\u00e0nh vi l\u1ea1i b\u1ecb b\u1ecf qua.<\/p>\n

    T\u01b0\u01a1ng t\u1ef1, g\u1eedi th\u00f4ng b\u00e1o v\u00e0 popup d\u1ed3n d\u1eadp khi ng\u01b0\u1eddi d\u00f9ng c\u00f2n ch\u01b0a hi\u1ec3u s\u1ea3n ph\u1ea9m, ch\u01b0a \u0111\u1ee7 kh\u1ea3 n\u0103ng ho\u1eb7c \u0111\u1ed9ng l\u1ef1c s\u1ebd d\u1eabn \u0111\u1ebfn c\u1ea3m gi\u00e1c phi\u1ec1n to\u00e1i hay th\u1ea5t v\u1ecdng. L\u1eddi nh\u1eafc l\u00fac n\u00e0y xu\u1ea5t hi\u1ec7n d\u01b0\u1edbi \u0111\u01b0\u1eddng h\u00e0nh vi \u0111\u00e3 n\u00f3i \u1edf tr\u00ean.<\/p>\n

    B\u1ea1n c\u0169ng c\u1ea7n ch\u00fa \u00fd \u0111\u1ebfn th\u00f3i quen s\u1eb5n c\u00f3 c\u1ee7a h\u1ecd. Ch\u1eb3ng h\u1ea1n vi\u1ec7c m\u1eddi tham gia webinar v\u00e0o khung gi\u1edd ng\u01b0\u1eddi d\u00f9ng b\u1eadn vi\u1ec7c gia \u0111\u00ecnh ch\u00ednh l\u00e0 y\u00eau c\u1ea7u m\u1ed9t h\u00e0nh vi tr\u00e1i l\u1ecbch tr\u00ecnh quen thu\u1ed9c.<\/p>\n

    Ng\u01b0\u1ee3c l\u1ea1i, k\u1ef3 v\u1ecdng kh\u00e1ch h\u00e0ng t\u1ef1 nh\u1edb quay l\u1ea1i c\u0169ng l\u00e0 m\u1ed9t sai l\u1ea7m. N\u1ebfu kh\u00f4ng thi\u1ebft k\u1ebf l\u1eddi nh\u1eafc ti\u1ebfp theo nh\u01b0 email nh\u1eafc hay th\u00f4ng b\u00e1o, b\u1ea1n \u0111ang m\u1eb7c \u0111\u1ecbnh h\u1ecd s\u1ebd ch\u1ee7 \u0111\u1ed9ng m\u00e0 kh\u00f4ng c\u00f3 t\u00edn hi\u1ec7u n\u00e0o.<\/p>\n

    Thuy\u1ebft ph\u1ee5c c\u0169ng c\u1ea7n c\u00f3 gi\u1edbi h\u1ea1n<\/h3>\n

    FBM l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 m\u1ea1nh, nh\u01b0ng c\u0169ng c\u00f3 th\u1ec3 b\u1ecb d\u00f9ng sai m\u1ee5c \u0111\u00edch. Khi m\u00f4 h\u00ecnh b\u1ecb l\u1ee3i d\u1ee5ng \u0111\u1ec3 b\u1eaby ng\u01b0\u1eddi d\u00f9ng v\u00e0o h\u00e0nh vi b\u1ea5t l\u1ee3i cho h\u1ecd, nh\u01b0 t\u1ef1 \u0111\u1ed9ng gia h\u1ea1n g\u00f3i c\u01b0\u1edbc hay c\u1ed1 t\u00ecnh gi\u1ea5u n\u00fat h\u1ee7y t\u00e0i kho\u1ea3n, \u0111\u00f3 l\u00e0 nh\u1eefng m\u1eabu h\u00ecnh thi\u1ebft k\u1ebf t\u1ed1i (dark patterns). \u0110\u00e2y l\u00e0 s\u1ef1 vi ph\u1ea1m nghi\u00eam tr\u1ecdng \u0111\u1ea1o \u0111\u1ee9c thi\u1ebft k\u1ebf.<\/p>\n

    Theo nguy\u00ean t\u1eafc c\u1ee7a Fogg, thi\u1ebft k\u1ebf thuy\u1ebft ph\u1ee5c c\u1ea7n gi\u00fap con ng\u01b0\u1eddi th\u1ef1c hi\u1ec7n \u0111i\u1ec1u ch\u00ednh h\u1ecd \u0111\u00e3 mu\u1ed1n l\u00e0m. M\u1ee5c \u0111\u00edch c\u1ee7a n\u00f3 kh\u00f4ng ph\u1ea3i khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng l\u00e0m \u0111i\u1ec1u nh\u00e0 thi\u1ebft k\u1ebf mu\u1ed1n h\u1ecd l\u00e0m.<\/p>\n","protected":false},"excerpt":{"rendered":"

    \u0110\u1ed9ng l\u1ef1c, kh\u1ea3 n\u0103ng v\u00e0 l\u1eddi nh\u1eafc quy\u1ebft \u0111\u1ecbnh h\u00e0nh vi \u201cch\u1ed1t \u0111\u01a1n\u201d, nh\u01b0ng h\u1ea7u h\u1ebft website \u0111ang b\u1ecf qu\u00ean \u00edt nh\u1ea5t m\u1ed9t y\u1ebfu t\u1ed1. B\u1ea1n \u0111\u1ea7u t\u01b0 kh\u00f4ng \u00edt ti\u1ec1n \u0111\u1ec3 website c\u00f3 giao di\u1ec7n h\u1ee3p xu h\u01b0\u1edbng thi\u1ebft k\u1ebf m\u1edbi nh\u1ea5t, m\u00e0u s\u1eafc h\u00e0i h\u00f2a v\u00e0 h\u00ecnh \u1ea3nh s\u1eafc n\u00e9t. Nh\u01b0ng \u0111\u01a1n h\u00e0ng […]<\/p>\n","protected":false},"author":1,"featured_media":5041,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,36],"tags":[56],"class_list":["post-5039","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cro","category-tam-ly-hoc-chuyen-doi","tag-tam-ly-hoc-hanh-vi"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/5039","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/comments?post=5039"}],"version-history":[{"count":11,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/5039\/revisions"}],"predecessor-version":[{"id":5074,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/posts\/5039\/revisions\/5074"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media\/5041"}],"wp:attachment":[{"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/media?parent=5039"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/categories?post=5039"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vbaseup.com\/kien-thuc\/wp-json\/wp\/v2\/tags?post=5039"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}