بررسی تأثیر شبکه های اجتماعی در قصد خرید مصرف کنندگان در میان کاربران شبکه های اجتماعی
محورهای موضوعی : بازاریابی
سید رسول حسینی
1
(گروه مدیریت، دانشکده علوم انسانی، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران)
حسین عسگری
2
(گروه مدیریت، دانشکده علوم انسانی، واحد نیشابور، دانشگاه آزاد اسلامی، نیشابور، ایران)
عمار مقدس شرق
3
(گروه مدیریت، دانشکده علوم انسانی، واحد علوم و تحقیقات تهران -خراسان رضوی، دانشگاه آزاد اسلامی، نیشابور، ایران)
کلید واژه: شبکه های اجتماعی, مدیریت, ارزش ویژه برند, تصویر برند, قصد خرید,
چکیده مقاله :
امروزه تأثیر شبکه‌های اجتماعی در زندگی روزمره افراد غیر قابل انکار می‌باشد، از همین‌رو بازاریابی و تبلیغات نیز با توجه به فراگیر شدن این موضوع در شبکه‌های اجتماعی به عاملی برای مزیت رقابتی یک برند تبدیل شده است. فناوری اطلاعات این فرصت را به همه مردم جهان می‌دهد تا از طریق اینترنت به کسب‌وکار مجازی بپردازند، همچنین آنان را قادر می‌سازد تا با مردم سراسر جهان ارتباط برقرار کنند. این پژوهش با تمرکز بر شبکه‌های اجتماعی به دنبال ارائه روشی جهت گیرایی بیشتر پیام‌های تبلیغاتی در شبکه‌های اجتماعی و در نتیجه افزایش قصد خرید می‌باشد. پژوهش حاضر از نظر هدف کاربردی و از نظر نحوه گردآوری اطلاعات توصیفی از نوع همبستگی و به طور مشخص مبتنی بر مدل معادلات ساختاری است. جامعه آماری این پژوهش شامل کاربران سه شبکه اجتماعی تلگرام، اینستاگرام و فیس‌بوک است. تعداد 400 پرسشنامه به صورت آنلاین میان کاربران سه شبکه اجتماعی مذکور توزیع گردید و نتایج با استفاده از تکنیک معادلات ساختاری مورد تجزیه و تحلیل قرار گرفت. نتایج نشان‌دهنده تأثیر مثبت چهار متغیر کیفیت استدلال، اعتبار منبع، سفارشی-سازی و سرگرم‌کننده بودن بر نگرش نسبت به تبلیغات ارائه شده در شبکه‌های اجتماعی بود. همچنین متغیر نگرش تأثیر مثبت و معناداری بر تصویر برند و ارزش ویژه برند داشت. رابطه میان تصویر برند و قصد خرید نیز معنادار بود اما میان ارزش ویژه برند و قصد خرید رابطه معناداری وجود نداشت.
Today, the influence of social networks in the daily life of people is undeniable, therefore, marketing and advertising has become a factor for a brand's competitive advantage due to the prevalence of this issue in social networks. Information technology gives the opportunity to all the people of the world to do virtual business through the Internet, and also enables them to communicate with people all over the world. Focusing on social networks, this research seeks to provide a method for targeting more advertising messages in social networks and as a result, increasing purchase intention. The current research is applied in terms of purpose and in terms of the method of collecting descriptive information of the correlation type and specifically based on the structural equation model. The statistical population of this research includes users of three social networks: Telegram, Instagram and Facebook. 400 questionnaires were distributed online among the users of the three social networks and the results were analyzed using the structural equation technique. The results showed the positive effect of the four variables of argument quality, source credibility, customization, and fun on the attitude towards advertisements presented in social networks. Also, the attitude variable had a positive and significant effect on the brand image and brand value. The relationship between brand image and purchase intention was also significant, but no significant relationship was found between brand equity and purchase intention.
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