بررسی نقش قابلیتهای رسانه های نوین(پلتفرم: اینستاگرام)، بر تجارت الکترونیک(قصد خرید پوشاک زنانه) با توجه به نقش نگرش برند
محورهای موضوعی : پردازش چند رسانه ای، سیستمهای ارتباطی، سیستمهای هوشمند
1 - دانشجوی دکترای مدیریت صنعتی، گروه مدیریت صنعتی، واحد زنجان، دانشگاه آزاد اسلامی, زنجان، ایران
2 - دانشیار گروه مدیریت، واحد زنجان، دانشگاه آزاد اسلامی, زنجان، ایران
کلید واژه: تجربه اجتماعات برند, تعهد اجتماعات برند شبکه های رسانه های اجتماعی, نگرش به برند, قصد خرید در رسانه های اجتماعی,
چکیده مقاله :
هدف از این پژوهش بررسی نقش قابلیتهای رسانه های نوین(پلتفرم: اینستاگرام)، بر تجارت الکترونیک(قصد خرید پوشاک زنانه) با توجه به نقش نگرش برند می باشد، این پژوهش از لحاظ هدف کاربردی و از لحاظ روش توصیفی_تحلیلی، به شیوه پیمایشی با رویکرد علّی است. جامعه آماری پژوهش حاضر مشتریان مزون های شهر زنجان که از رسانه های اجتماعی جهت خرید پوشاک استفاده می کنند، می‌باشند. می‌باشد و نمونه آماری 384 نفر است که با استفاده از فرمول کوکران و به روشرتصادفی ساده انتخاب شده است. ابزار گردآوری داده های اولیه پرسشنامه استاندارد وانگ و همکاران (2019)، می باشد و روایی به شکل صوری و روش تحلیل عاملی با شاخصKMO(879/0) و همچنین پایایی آنها با گزارش ضریب آلفای کرونباخ کل (905/0) مورد تایید قرار گرفت. در تحلیل داده ها از روشهای آمار توصیفی و استنباطی استفاده شد، که در تحلیل های توصیفی از نرم افزار spssنسخه 21 و در بخش تحلیل های استنباطی و آزمون فرضیه های پژوهش هم از معادلات ساختاری و نرم افزار لیزرل8/8 استفاد شد. نتایج پژوهش نشان می دهند که تجربه اطلاعات ، تجربه سرگرمی، تجربه مبتنی بر رابطه بر تعهد اجتماعات برند رسانه‌های اجتماعی تاثیر معناداری می گذارد.همچنین تعهد اجتماعات برند رسانه‌های اجتماعی بر نگرش به برند تاثیر معناداری می گذارد. همینطور تعهد اجتماعات برند رسانه‌های اجتماعی بر قصد خرید تاثیر معناداری می گذارد و در نهایت نگرش به برند بر قصد خرید تاثیر معناداری می گذارد.
Introduction: The brand of a company is one of its most valuable assets. Brands increase the final value of the product. Current research supports the effect of brand familiarity on brand perception and support. Brand familiarity and brand attitude increase product use and increase reuse. Social media is constantly changing the way we communicate, react, participate, and ultimately shift relationships. Social media provide unique platforms that encourage active participation in the creation, development, and dissemination of information. Researchers have found that relationships with users on social media are positively related to their attitudes toward the brand. Social media activities provide consumers with important information about a brand, and often this information influences their decisions about whether or not to sponsor a brand. The experience of entertainment on social media makes it an important variable in consumer behavioral research, including buying intentions.
Method: In terms of applied purpose and descriptive-analytical method, this research is a survey method with a causal approach. The statistical population of the present study is the customers of Zanjan city store who use social media to buy clothes. The statistical sample is 384 people who have been selected using Cochran's formula and by a simple random method. In data analysis, descriptive and inferential statistical methods were used.
Findings: The results show that it is important to identify the factors affecting the intention to buy women's clothing. The results and findings of the hypothesis test showed that the experience of brand communities includes components (information experience, entertainment experience, empathy experience, and relationship-based experience), As an independent variable, have a significant effect on the intention to buy as a dependent variable, and also the commitment of social media brand communities and attitude to the brand as mediating variables mediate this effect appropriately.
Discussion and Conclusion: Strong brand is a key performance metric for brand owners and differentiates the products or services offered from their competitors. It also can help define a service product, demonstrate potential service quality, and facilitate customer anxiety in purchasing decisions before actual consumption. On the other hand, we found that the survival of organizations and their brand depends on having loyal customers, not just satisfied or satisfied customers, satisfaction, repurchase, and loyalty are concepts that are considered important variables in marketing. Accordingly, owners of clothing-related brands should keep pace with these developments and be up-to-date, and efficient. One of the most important solutions is to use social networks to create attention, interest, desire, purchase, engagement and finally satisfaction and loyalty and the resulting interaction in the customer, customers who have many benefits for companies.
[1] Karbasi, Masoumeh, Mousavi, Seyedreza (2016), the effect of internet marketing and sales and e-commerce solutions on improving the situation of businesses in the conditions of Corona. pp. 1-17
[2] Parsai Menesh, Shadi (2013), influencing factors on customers' acceptance of online payments, Parsai, Transport and Development Magazine » Mehr 2014, No. 86
[3] Esfidani, Mohammad Rahim (2016), Studying the effect of electronic commerce on the internationalization of Iranian companies, Quarterly Journal of Business Research, No. 38, p. 56
[4] Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism- Response. International Journal of Information Management, 39, 169–185
[5] Shi, S., Cao, Y., Chen, Y., & Chow, W. S. (2019). How social media brand pages contribute to functional conflict: The central role of commitment. International Journal of Information Management, 45, 95–106.
[6] Følstad, A. , Kvale, K. , 2018. Customer journeys: a systematic literature review. J. Serv. Theory Pract. 28, 19–227
[7] Chen, & Lin (2015) The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study. Technological Forecasting and Social Change, 96, 40–50
[8] Zulfiqarzadeh Mohammad Mahdi, Fatemeh Thaghafi, Iran Solati Karanlu, (2014), Analysis of the role of social media in knowledge-based organizations: definitions, functions and conceptual models, Rehiyaft, No. 60.
[9] King, C., Murillo, E., & Lee, H. (2017). The effects of generational work values on employee brand attitude and behavior: A multi-group analysis
[10] Huang, Z. J., & Cai, L. A. (2015). Modeling consumer-based brand equity for multinational hotel brands–When hosts become guests. Tourism Management, 46, 431–443.
[11] Abbasi, Zahra (2019), Master's Thesis, The Effect of Brand Community Experience on Brand Community Commitment in Social Media Networks, Brand Attitude and Purchase Intention in Social Media (Study Case: Women's Clothing), Islamic Azad University, Zanjan Branch
[12] Aubes, Mário, & Torres (2018). Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity. Journal of Retailing and Consumer Services, 42, 1–10.
[13] Wang Xiao-Wu, Yu-Mei Caob, Cheol Park, (2019), The relationships among community experience, community commitment, brand attitude, and purchase intention in social media, International Journal of Information Management 49 (2019) 475–488
[14] Sullivan, & Dabrowski (2018). The Effect of Social media Communication on consumer perceptions of brands. Journal of Marketing Communications, 22, 189–214.
[15] Dehdashti Shahrokh Zohreh, Jafarzadeh Kenari Mehdi, Bakhshizadeh Alireza (2013), Examining the point of view of brand social identity and its effect on the development of brand loyalty (case study: Kale dairy products company), New Marketing Research, summer 2011, period 2, no. 2 (5 in a row); From page 87 to page 105
[16] Parsai Menesh, Shadi (2013), influencing factors on customers' acceptance of online payments, Parsai, Transport and Development Magazine » Mehr 2014, No. 86
[17] Parsai Menesh, Shadi (2013), Internet brand design and construction strategy and customer loyalty, Iranian Rubber Industry Journal » Summer 2013 #74
[18] Danaei Habib Elah, Hamid Reza Wazir Zanjani, Kamran Zulfiqar, (2016), investigating the importance of brand identity in business management (case study: Pasargad Bank), thesis. Government - Payam Noor University (Ministry of Science, Research, and Technology) - Payam Noor University of Tehran Province - Faculty of Management and Accounting.
[19] Esfidani, Mohammad Rahim, Hamidizadeh, Ali, Siasi, Parisa, Investigating the effect of customer personality on brand personality (case study: Apple brand consumers), Novin Marketing Research, 6th year, summer 2016, number 2 (21 consecutive)
[20] Faiz, Dawood; Shafii Nikabadi, Mohsen; Maleki, Fatima; (2014) to investigate the effect of the tendency to use online social networks on brand performance by examining the mediating role of customer-based brand value, Modern Marketing Research, 5th year - Scientific-Research Issue 3/ISC - from 55 to 68.