بررسی تأثیر شبکه های اجتماعی در قصد خرید مصرف کنندگان در میان کاربران شبکه های اجتماعی
الموضوعات :سید رسول حسینی 1 , حسین عسگری 2 , عمار مقدس شرق 3
1 - گروه مدیریت، دانشکده علوم انسانی، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران
2 - گروه مدیریت، دانشکده علوم انسانی، واحد نیشابور، دانشگاه آزاد اسلامی، نیشابور، ایران
3 - گروه مدیریت، دانشکده علوم انسانی، واحد علوم و تحقیقات تهران -خراسان رضوی، دانشگاه آزاد اسلامی، نیشابور، ایران
الکلمات المفتاحية: شبکه های اجتماعی, مدیریت, ارزش ویژه برند, تصویر برند, قصد خرید,
ملخص المقالة :
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.
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