تأثیر بازاریابی معرف بر قصد خرید مشتریان: بررسی نقش میانجی اعتماد مشتری و تعدیل‌گری درگیری ذهنی و ادراک مشتری (مورد مطالعه: صنعت مواد غذایی)
محورهای موضوعی : مدیریت بازاریابی
مائده معصومی
1
(کارشناس ارشد مدیریت بازرگانی، دانشگاه تربیت مدرس، تهران، ایران)
اسدالله کردناییج
2
(استاد، گروه مدیریت بازرگانی، دانشگاه تربیت مدرس، تهران، ایران)
اصغر مشبکی
3
(استاد، گروه مدیریت بازرگانی، دانشگاه تربیت مدرس، تهران، ایران)
کلید واژه: بازاریابی معرف, قصد خرید مشتری, اعتماد مشتری, درگیری ذهنی, ادراک مشتری,
چکیده مقاله :
با توسعه سریع فناوری‌های مدرن، تغییراتی سریع در رفتار مصرف‌کننده و همچنین در توسعه بازاریابی دیجیتال و ابزارهای بازاریابی دیجیتال به وجود آمده است. امروزه دیجیتالی شدن منجر به افزایش آگاهی مصرف‌کنندگان شده و بدین طریق فروشندگان باید راه‌های اثربخشی برای برجسته شدن پیدا کنند. به کارگیری بازاریابی دیجیتال سبب استفاده بهتر از شیوه‌های مدیریت بازاریابی برای ایجاد تغییرات چشم‌گیر در طرح، بسته‌بندی، کارایی و عملکرد محصول می‌شود. این نوع بازاریابی تمام فرایندهای بازاریابی را در بر می‌گیرد و هدف آن رسیدن به سود بیشتر است. برهمین اساس، این مطالعه به بررسی تأثیر بازاریابی معرف به عنوان یکی از ابعاد بازاریابی دیجیتال، بر قصد خرید مشتریان با در نظر گرفتن نقش میانجی اعتماد مشتری و تعدیل‌گری درگیری ذهنی و ادراک مشتری با بهره‌گیری از تکنیک مدل‌سازی ساختاری پرداخته است. در این میان تعداد 385 نفر از استفاده‌کنندگان از اپلیکیشن‌های سفارش مواد غذایی با استفاده از فرمول کوکران به عنوان نمونه آماری برگزیده شدند. نتایج این مطالعه نشان داده است که بازاریابی معرف تأثیر معناداری بر روی اعتماد مشتری دارد و اعتماد مشتری نیز بر روی قصد خرید تأثیر دارد، همچنین اثر تعدیل‌گری درگیری ذهنی و ادراک مشتری در رابطه بین اعتماد مشتری و قصد خرید مورد تأیید است.
With the rapid development of modern technologies, there have been rapid changes in consumer behavior as well as in the development of digital marketing and digital marketing tools. Today, digitalization has led to an increase in consumer awareness, and thus retailers need to find effective ways to stand out. The use of digital marketing leads to better use of marketing management techniques to make significant changes in product design, packaging, efficiency and performance. This type of marketing encompasses all marketing processes and aims to make more profit. Accordingly, this study examines the impact of affiliate marketing as one of the dimensions of digital marketing on customers' intention to buy by considering the mediating role of customer trust and modulating customer involvement and perception using structural modeling technique among 385 users. Deals with food ordering applications. The results of this study show that representative marketing has a significant effect on customer trust and customer trust also has an effect on purchase intention. Also, the moderating effect of customer involvement and perception on the relationship between customer trust and purchase intention is confirmed.
Allahi, Sh, Heidari, B. (2005). "Customer Relationship Management. Tehran: Commercial Publishing Company affiliated to the Institute of Business Studies and Research.
Ahmadi, A., Haidari Nia, S.A. (2018). “Convenience of online shopping delivery and its effect on increasing customer satisfaction”, Marketing Management, Vol. 12(36).
Ryan, D. (2016). “Understanding digital marketing: marketing strategies for engaging the digital generation”, Kogan Page Publishers.
Naderi Bani, M., Al-Husseini Al-Modarressi, S.M., Dehghani, Q. & Adeleh, A. (2016). “Designing a behavioral model leading to online shopping based on site quality”, Knowledge and Research in Applied Psychology, Vol. 17(4).
Hansen, T. (2005). “Consumer Adoption of Online Grocery Buying: A Discriminant Analysis”, International Journal of Retail & Distribution Management, Vol. 33(2), PP. 101-121, doi: 10.1108/09590550510581449.
Hansen, T. (2008). “Consumer Values, the Theory of Planned Behaviour and Online Grocery Shopping”, International Journal of Consumer Studies, Vol. 32 (2), PP. 128-137.
Driediger, F., & Veera, B. (2019). “Online Grocery Shopping in Thailand: Consumer Acceptance and Usage Behavior”, Journal of Retailing and Consumer Services, Vol. 48, PP. 224-237.
Benn, Y., Thomas L, W., Betty P.I, C. & John, R. (2015). “What Information do Consumers Consider, and How do They Look for It, When Shopping for Groceries Online?”, Appetite, Vol. 89, PP. 265-273.
Akdeniz, B., Calantone, R.J. & Voorhees, C.M. (2013). “Effectiveness of marketing cues on consumer perceptions of quality: The moderating roles of brand reputation and third‐party information”, Psychology & Marketing, Vol. 30(1), PP. 76-89.
Mariussen, A., Daniele, R. & Bowie, D. (2010). “Unintended Consequences in the Evolution of Affiliate Marketing Networks: A Complexity Approach”, Service Industries Journal, Vol. 30, PP. 1707-1722.
Tweney, D. (1999). “Affiliate marketing: The future of e-commerce or another hard sell [Electronic version]”, InfoWorld, Vol. 21(22), P. 55.
Libai, B., Biyalogorsky, E. & Gerstner, E. (2003). “Setting referral fees in affiliate marketing”, Journal of Service Research, Vol. 5(4), PP. 303-315.
Dysart, J. (2002). “Click-Through Customers”, Bank Marketing, Vol. 34(3), PP. 36-41.
Fox, L. (2000). “Affiliate Marketing Makes Headway”, Upside, Vol. 12(4), P. 176.
Oberndorf, S. (1999). “Get Yourself Affiliated”, Catalog Age, Vol. 16(9), PP. 63-64.
Hofmann, D. & Novak, T. (2000). “How to Acquire Customers on the Web?”, Harvard Business Review, Vol. 78, PP. 179-88.
Aleksandrovna, S.N. (2021). “In-Depth Analysis of Publishers in Travel Affiliate Marketing Based on Aviasales Data.
Gregori, N., Daniele, R. & Altinay, L. (2014). “Affiliate marketing in tourism: Determinants of consumer trust”, Journal of Travel Research, Vol. 53(2), PP. 196-210.
Gallaugher, John M., Pat Auger, & Anat BarNir. (2001). “Revenue streams and digital content providers: an empirical investigation”, Information & Management, Vol. 38(7), PP. 473-485.
Haq, Z.U. (2012). “Affiliate marketing programs: A study of consumer attitude towards affiliate marketing programs among Indian users”, International Journal of Research Studies in Management, Vol. 1(1), 127-137.
Park, C. & Lee, T.M. (2009). “Antecedents of online reviews' usage and purchase influence: An empirical comparison of US and Korean consumers”, Journal of Interactive Marketing, Vol. 23(4), PP. 332-340.
Shiau, W.L. & Luo, M.M. (2012). “Factors affecting online group buying intention and satisfaction: A social exchange theory perspective”, Computers in Human Behavior, Vol. 28(6), PP. 2431-2444.
Ghosal, I., Prasad, B. & Behera, M. (2020). “Impact of Affiliate marketing on e-buying behavior of Millennial–A TAM based Approach with Text Analysis”, Available at SSRN 3638929.
Pavlou, P.A., Liang, H. & Xue, Y. (2007). “Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective”, MIS quarterly, PP. 105-136.
Lim, K.H., Sia, C.L., Lee, M.K. & Benbasat, I. (2006). “Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies”, Journal of management information systems, Vol. 23(2), PP. 233-266.
Hsin Chang, H. & Wen Chen, S. (2008). “The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator”, Online information review, Vol. 32(6), PP. 818-841.
Ponte, E.B., Carvajal-Trujillo, E. & Escobar-Rodríguez, T. (2015). “Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents”, Tourism Management, Vol. 47, PP. 286-302.
Yu, W., Han, X., Ding, L. & He, M. (2021). “Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention”, Journal of Retailing and Consumer Services, Vol. 59, 102377.
Wang, Y. & Yu, Ch. (2017). “Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning”, International Journal of Information Management, Vol. 37(3), PP. 179-189.
Asshidin, N.H.N., Abidin, N. & Borhan, H.B. (2016). “Perceived Quality and Emotional Value that Influence Consumer's Purchase Intention towards American and Local Products”, Procedia Economics and Finance, Vol. 35, PP. 639-643.
Turner, M., Kitchenham, B., Brereton, P., Charters, S. & Budgen, D. (2010). “Does the technology acceptance model predict actual use?”, A systematic literature review. Inf. Softw. Technol, Vol. 52(5), PP. 463-479.
Erlangga, H. (2021). “Effect of Digital Marketing and Social Media on Purchase Intention of Smes Food Products”, Turkish Journal of Computer and Mathematics Education (TURCOMAT), Vol. 12(3), PP. 3672-3678.
Fournier, S. (1998). “Consumers and their brands: Developing relationship theory in consumer research”, Journal of consumer research, Vol. 24(4), PP. 343-373.
Ma, L., Zhang, X., Ding, X., & Wang, G. (2021). “How social ties influence customers’ involvement and online purchase intentions”, Journal of Theoretical and Applied Electronic Commerce Research, Vol. 16(3), PP. 395-408.
Atulkar, S. (2020). “Brand trust and brand loyalty in mall shoppers”, Marketing Intelligence & Planning, Vol. 38(5), PP. 559-572.
Ranjbarian, B, Rashid Kaboli, M., Sanayei, A. & Haddadian, A.R. (2012). “Analysis of the relationship between perceived value, perceived quality, customer satisfaction and repurchase intention in Tehran chain stores”, Business Management, Vol. 4.
Pappas, N. (2016). “Marketing strategies, perceived risks, and consumer trust in online buying behavior”, Journal of Retailing and Consumer Services, Vol.29, PP. 92-103.
Ventre, I. & Kolbe, D. (2020). “The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective”, Journal of International Consumer Marketing, Vol. 32(4), PP. 287-299.
Kim, S. & Park, H. (2013). “Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance”, International Journal of Information Management, Vol. 33(2), PP. 318-332.
Qasemi, V. (2010). “Structural Equation Modeling in Social Research Using Amos Graphics”, Sociologists Publications.
Violato C, G.H.K. (2007). “How to Use Structural Equation Modeling in Medical Education Research: A Brief Guide”, Teaching and Learning in Medicine: An International Journal, Vol. 19(4), PP. 362-371.
Kupek. (2006). “Beyond logistic regression: structural equations modelling for binaryvariables and its application to investigating unobserved confounders”, BMC Medical Research Methodology, Vol. 6, P. 13.
Zhu, B., Walter, SD., Rosenbaum, PL. & Russell D J, R.P. (2006). “Structural equation and log-linear modeling: a comparison of methods in the analysis of a study on caregivers’ health”, BMC Medical Research Methodology, Vol. 6, P. 49.
Beran T, V.C. (2010). “Structural equation modeling in medical research: a Primer”, BMC Research Notes, 3, P. 267.
Che, J.W., Cheung, C.M. & Thadani, D.R. (2017). “Consumer Purchase Decision in Instagram Stores: The Role of Consumer Trust.
_||_Allahi, Sh, Heidari, B. (2005). "Customer Relationship Management. Tehran: Commercial Publishing Company affiliated to the Institute of Business Studies and Research.
Ahmadi, A., Haidari Nia, S.A. (2018). “Convenience of online shopping delivery and its effect on increasing customer satisfaction”, Marketing Management, Vol. 12(36).
Ryan, D. (2016). “Understanding digital marketing: marketing strategies for engaging the digital generation”, Kogan Page Publishers.
Naderi Bani, M., Al-Husseini Al-Modarressi, S.M., Dehghani, Q. & Adeleh, A. (2016). “Designing a behavioral model leading to online shopping based on site quality”, Knowledge and Research in Applied Psychology, Vol. 17(4).
Hansen, T. (2005). “Consumer Adoption of Online Grocery Buying: A Discriminant Analysis”, International Journal of Retail & Distribution Management, Vol. 33(2), PP. 101-121, doi: 10.1108/09590550510581449.
Hansen, T. (2008). “Consumer Values, the Theory of Planned Behaviour and Online Grocery Shopping”, International Journal of Consumer Studies, Vol. 32 (2), PP. 128-137.
Driediger, F., & Veera, B. (2019). “Online Grocery Shopping in Thailand: Consumer Acceptance and Usage Behavior”, Journal of Retailing and Consumer Services, Vol. 48, PP. 224-237.
Benn, Y., Thomas L, W., Betty P.I, C. & John, R. (2015). “What Information do Consumers Consider, and How do They Look for It, When Shopping for Groceries Online?”, Appetite, Vol. 89, PP. 265-273.
Akdeniz, B., Calantone, R.J. & Voorhees, C.M. (2013). “Effectiveness of marketing cues on consumer perceptions of quality: The moderating roles of brand reputation and third‐party information”, Psychology & Marketing, Vol. 30(1), PP. 76-89.
Mariussen, A., Daniele, R. & Bowie, D. (2010). “Unintended Consequences in the Evolution of Affiliate Marketing Networks: A Complexity Approach”, Service Industries Journal, Vol. 30, PP. 1707-1722.
Tweney, D. (1999). “Affiliate marketing: The future of e-commerce or another hard sell [Electronic version]”, InfoWorld, Vol. 21(22), P. 55.
Libai, B., Biyalogorsky, E. & Gerstner, E. (2003). “Setting referral fees in affiliate marketing”, Journal of Service Research, Vol. 5(4), PP. 303-315.
Dysart, J. (2002). “Click-Through Customers”, Bank Marketing, Vol. 34(3), PP. 36-41.
Fox, L. (2000). “Affiliate Marketing Makes Headway”, Upside, Vol. 12(4), P. 176.
Oberndorf, S. (1999). “Get Yourself Affiliated”, Catalog Age, Vol. 16(9), PP. 63-64.
Hofmann, D. & Novak, T. (2000). “How to Acquire Customers on the Web?”, Harvard Business Review, Vol. 78, PP. 179-88.
Aleksandrovna, S.N. (2021). “In-Depth Analysis of Publishers in Travel Affiliate Marketing Based on Aviasales Data.
Gregori, N., Daniele, R. & Altinay, L. (2014). “Affiliate marketing in tourism: Determinants of consumer trust”, Journal of Travel Research, Vol. 53(2), PP. 196-210.
Gallaugher, John M., Pat Auger, & Anat BarNir. (2001). “Revenue streams and digital content providers: an empirical investigation”, Information & Management, Vol. 38(7), PP. 473-485.
Haq, Z.U. (2012). “Affiliate marketing programs: A study of consumer attitude towards affiliate marketing programs among Indian users”, International Journal of Research Studies in Management, Vol. 1(1), 127-137.
Park, C. & Lee, T.M. (2009). “Antecedents of online reviews' usage and purchase influence: An empirical comparison of US and Korean consumers”, Journal of Interactive Marketing, Vol. 23(4), PP. 332-340.
Shiau, W.L. & Luo, M.M. (2012). “Factors affecting online group buying intention and satisfaction: A social exchange theory perspective”, Computers in Human Behavior, Vol. 28(6), PP. 2431-2444.
Ghosal, I., Prasad, B. & Behera, M. (2020). “Impact of Affiliate marketing on e-buying behavior of Millennial–A TAM based Approach with Text Analysis”, Available at SSRN 3638929.
Pavlou, P.A., Liang, H. & Xue, Y. (2007). “Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective”, MIS quarterly, PP. 105-136.
Lim, K.H., Sia, C.L., Lee, M.K. & Benbasat, I. (2006). “Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies”, Journal of management information systems, Vol. 23(2), PP. 233-266.
Hsin Chang, H. & Wen Chen, S. (2008). “The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator”, Online information review, Vol. 32(6), PP. 818-841.
Ponte, E.B., Carvajal-Trujillo, E. & Escobar-Rodríguez, T. (2015). “Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents”, Tourism Management, Vol. 47, PP. 286-302.
Yu, W., Han, X., Ding, L. & He, M. (2021). “Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention”, Journal of Retailing and Consumer Services, Vol. 59, 102377.
Wang, Y. & Yu, Ch. (2017). “Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning”, International Journal of Information Management, Vol. 37(3), PP. 179-189.
Asshidin, N.H.N., Abidin, N. & Borhan, H.B. (2016). “Perceived Quality and Emotional Value that Influence Consumer's Purchase Intention towards American and Local Products”, Procedia Economics and Finance, Vol. 35, PP. 639-643.
Turner, M., Kitchenham, B., Brereton, P., Charters, S. & Budgen, D. (2010). “Does the technology acceptance model predict actual use?”, A systematic literature review. Inf. Softw. Technol, Vol. 52(5), PP. 463-479.
Erlangga, H. (2021). “Effect of Digital Marketing and Social Media on Purchase Intention of Smes Food Products”, Turkish Journal of Computer and Mathematics Education (TURCOMAT), Vol. 12(3), PP. 3672-3678.
Fournier, S. (1998). “Consumers and their brands: Developing relationship theory in consumer research”, Journal of consumer research, Vol. 24(4), PP. 343-373.
Ma, L., Zhang, X., Ding, X., & Wang, G. (2021). “How social ties influence customers’ involvement and online purchase intentions”, Journal of Theoretical and Applied Electronic Commerce Research, Vol. 16(3), PP. 395-408.
Atulkar, S. (2020). “Brand trust and brand loyalty in mall shoppers”, Marketing Intelligence & Planning, Vol. 38(5), PP. 559-572.
Ranjbarian, B, Rashid Kaboli, M., Sanayei, A. & Haddadian, A.R. (2012). “Analysis of the relationship between perceived value, perceived quality, customer satisfaction and repurchase intention in Tehran chain stores”, Business Management, Vol. 4.
Pappas, N. (2016). “Marketing strategies, perceived risks, and consumer trust in online buying behavior”, Journal of Retailing and Consumer Services, Vol.29, PP. 92-103.
Ventre, I. & Kolbe, D. (2020). “The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective”, Journal of International Consumer Marketing, Vol. 32(4), PP. 287-299.
Kim, S. & Park, H. (2013). “Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance”, International Journal of Information Management, Vol. 33(2), PP. 318-332.
Qasemi, V. (2010). “Structural Equation Modeling in Social Research Using Amos Graphics”, Sociologists Publications.
Violato C, G.H.K. (2007). “How to Use Structural Equation Modeling in Medical Education Research: A Brief Guide”, Teaching and Learning in Medicine: An International Journal, Vol. 19(4), PP. 362-371.
Kupek. (2006). “Beyond logistic regression: structural equations modelling for binaryvariables and its application to investigating unobserved confounders”, BMC Medical Research Methodology, Vol. 6, P. 13.
Zhu, B., Walter, SD., Rosenbaum, PL. & Russell D J, R.P. (2006). “Structural equation and log-linear modeling: a comparison of methods in the analysis of a study on caregivers’ health”, BMC Medical Research Methodology, Vol. 6, P. 49.
Beran T, V.C. (2010). “Structural equation modeling in medical research: a Primer”, BMC Research Notes, 3, P. 267.
Che, J.W., Cheung, C.M. & Thadani, D.R. (2017). “Consumer Purchase Decision in Instagram Stores: The Role of Consumer Trust.
