نقش میانجی شبکه‌های اجتماعی در ارتباط بین توسعة خرده فروشی آنلاین با درگیری ذهنی و قصد خرید مصرف‌کنندگان کالا و تجهیزات ورزشی و ارئة مدل

محورهای موضوعی : علوم ورزش

پروین آزادگان ¹ (دانشجوی دکتری مدیریت ورزشی ،واحدکرمانشاه ،دانشگاه آزاد اسلامی ،کرمانشاه، ایران)
شهاب بهرامی ² (استادیارگروه مدیریت ورزشی، واحد کرمانشاه ، دانشگاه آزاد اسلامی ، کرمانشاه ، ایران.)
کورش ویسی ³ (استادیار گروه مدیریت ورزشی واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران)

تاریخ دریافت : 1400/11/26 تاریخ پذیرش : 1400/11/26 تاریخ انتشار : 1400/09/01

کلید واژه: فضای مجازی, وفاداری, مشتری, رفتار مشتری,

چکیده مقاله :

هدف این پژوهش نقش میانجی شبکه‌های اجتماعی در ارتباط بین توسعة خرده فروشی آنلاین با درگیری ذهنی و قصد خرید مصرف‌کنندگان کالا و تجهیزات ورزشی و ارئة مدل بود. پژوهش حاضر از لحاظ هدف کاربردی و از نظر ماهیت، توصیفی همبستگی بود. جامعۀ آماری شامل مصرف‌کنندگان کالاها و تجهیزات ورزشی بود که تعداد دقیق این افراد نامشخص بود. داده‌ها از طریق پرسش‌نامة‌ محقق ساخته توسعة خرده فروشی آنلاین، شبکه‌های اجتماعی ویسی (1396)، درگیری ذهنی سی. موُ. باهک (2000) و قصد خرید دیالو (2012) گردآوری شد که پیش‌تر روایی به وسیله نظر خبرگان و پایایی آنها به وسیله محاسبه آلفای کرونباخ مورد تأیید گردیده بود. روش تحلیل داده‌ها مدل سازی معادلات ساختاری روش واریانس محور بود که با کمک نرم‌افزار SPSS نسخه 17 و PLS نسخه 2 انجام گرفت. یافته‌های پژوهش نشان داد که نقش میانجی شبکه‌های اجتماعی در ارتباط بین توسعة خرده فروشی‌های آنلاین کالا و تجهیزات ورزشی با درگیری ذهنی به لحاظ آماری معنادار است (01/0>P). با این حال نقش میانجی شبکه‌های اجتماعی در ارتباط بین توسعة خرده فروشی‌های آنلاین کالا و تجهیزات ورزشی با قصد خرید به لحاظ آماری معنادار نیست .

چکیده انگلیسی:

AbstractThe purpose of this study was to mediate the role of social networks in the relationship between online retail development with mental conflict and the intention of consumers to buy sports goods and equipment and providing a model. The present study was applied in terms of purpose and descriptive in nature. The statistical population included consumers of sports goods and equipment, the exact number of whom was unknown. Data through a researcher-made questionnaire developed by online retail development, Weiss social networks (1396), mental conflict. Hair. Bahek (2000) and Intention to Buy Diallo (2012) were collected, which had previously been validated by experts and their reliability by Cronbach's alpha calculation. The data analysis method was structural equation modeling of variance based method which was done with the help of SPSS software version 17 and PLS version 2. Findings showed that the mediating role of social networks in the relationship between the development of online retail of sports goods and equipment with mental involvement is statistically significant (P <0.01). However, the mediating role of social networks in the relationship between the development of online retail of sports goods and equipment with the intention to buy is not statistically significant (P <0.05). Since the mediating role of social networks in the relationship between online retail development and mental engagement was significant, these retailers are offered the opportunity to develop their retail by planning appropriate strategies in this Improve the context and strengthen the aspects that lead to development in order to increase the level of mental engagement of their customers. 

منابع و مأخذ:

منابع

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• Erkan, I., and Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.


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• Indiani, N. L. P., & Fahik, G. A. (2020). Conversion of online purchase intention into actual purchase: the moderating role of transaction security and convenience. Business: Theory and Practice, 21(1), 18-29.


• Kumar, N., & Yakhlef, A. (2015). The effects of entrepreneurial marketing strategies on the long-term competitive sustenance of born global firms: examples from the Indian knowledge-intensive services industry. In Entrepreneurship in International Marketing , 45-72.


• Lee,J., Hong, I.B., 2016. Predicting positive user responses to social media advertising: the roles of emotional appeal, informativeness, and creativity. Int. J.Inf. Manage. 36 (3), 360–373.


• Li, W., Du, W., & Yin, J. (2017). Digital entrepreneurship ecosystem as a new form of organizing: the case of Zhongguancun. Frontiers of Business Research in China, 11(1), 5.


• Mittal, B. & M.S. Lee (2010), "Separating Brand-Choice Involvement viaConsumer Involvement Profiles", Advances in Consumer Research, Vol. 15, No. 1, PP. 43-49.


• Renny, S., G, & Hotniar, S. (2013). Perceived Usefulness, Ease of use, and Attitude Towards Online Shopping Usefulness Towards Online Airlines Ticket Purchase. Procedia - Social and Behavioral Sciences 81: 212 – 216.


• Sembada, A. Y., & Koay, K. Y. (2019). How perceived behavioral control affects trust to purchase in social media stores. Journal of Business Research.


• Shi, S., Chen, Y., and Chow, W. S. (2016). Key values driving continued interaction on brand pages in social media: An examination across genders. Computers in Human Behavior, 62, 578-589.


• Yang, M. and Gabrielsson, P. (2017). Entrepreneurial marketing of international high-tech business-to-business new ventures: A decision-making process perspective. Industrial Marketing Management, 64, 147–160.

 

References:

 

• Adenekan (Nick) Dedeke. (2016). Travel web-site design: Information task-fit, service quality andpurchase intention. Journal of Tourism Management 54 : 541e554.


• Bahk, C. M. (2000). Sex differences in Sport Spectator Involvement. Perceptual and Motor Skills 91(1): 79-83.


• Balakrishnan, N.; Barmalzan, G.; Haidari, A. (2016). Multivariate stochastic comparisons of multivariate mixture models and their applications. J. Multivar; 145, 37–43.


• Bhattacharya, S., & Anand, V. (2020). An empirical study on the factors affecting online retail brand engagement and purchase intention. Malaysian Management Journal, 20, 111-129.


• Calvo, E., Cui, R., & Wagner, L. (2020). Disclosing product availability in online retail. Manufacturing & Service Operations Management.


• Chang, Y., Yu, H & Lu, H. (2014). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4): 777-782.


• Chen, H.C. and Green, R.D. (2009), Marketing mix and branding: competitive hypermarket strategies, International Journal of management and marketing research, Vol. 2 No. 1, pp. 17-34.


• Diallo, M. F., (2012).Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19, 360–367.


• Erkan, I., and Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.


• Esmaeilzadeh,E.; Amrayi, H .; Gholipour, S .; Moghaddam, A. (2016). The effect of atmosphere and online store layout design on customers' instant online shopping behavior. Journal of Business Management, 9 (2): 211-232.


• Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5, No. 3, pp. 207-219). Upper Saddle River, NJ: Prentice hall.


• Hamidizadeh, M. R., Haj Karimi, A.A.; Naeiji, M. J. (2012). Designing and explaining the model of sustainable loyalty of e-commerce customers, a study on retail websites. Journal of Modern Marketing Research, 1 (2): 79-92.


• Heydarzade, Kambiz, Taghipouryan, Mohammad Javad .(2012). The Effects of Brand Credibility and Prestige on Consumers Purchase Intention in Low and High Product Involvement, J. Basic. Appl. Sci. Res., 2(2)1281-1291.


• Indiani, N. L. P., & Fahik, G. A. (2020). Conversion of online purchase intention into actual purchase: the moderating role of transaction security and convenience. Business: Theory and Practice, 21(1), 18-29.


• Kumar, N., & Yakhlef, A. (2015). The effects of entrepreneurial marketing strategies on the long-term competitive sustenance of born global firms: examples from the Indian knowledge-intensive services industry. In Entrepreneurship in International Marketing , 45-72.


• Lee,J., Hong, I.B. (2016). Predicting positive user responses to social media advertising: the roles of emotional appeal, informativeness, and creativity. Int. J.Inf. Manage. 36 (3), 360–373.


• Li, W., Du, W., & Yin, J. (2017). Digital entrepreneurship ecosystem as a new form of organizing: the case of Zhongguancun. Frontiers of Business Research in China, 11(1), 5.


• Mittal, B. & M.S. Lee (2010), "Separating Brand-Choice Involvement viaConsumer Involvement Profiles", Advances in Consumer Research, Vol. 15, No. 1, PP. 43-49.


• Renny, S., G, & Hotniar, S. (2013). Perceived Usefulness, Ease of use, and Attitude Towards Online Shopping Usefulness Towards Online Airlines Ticket Purchase. Procedia - Social and Behavioral Sciences 81: 212 – 216.


• Sembada, A. Y., & Koay, K. Y. (2019). How perceived behavioral control affects trust to purchase in social media stores. Journal of Business Research.


• Shi, S., Chen, Y., and Chow, W. S. (2016). Key values driving continued interaction on brand pages in social media: An examination across genders. Computers in Human Behavior, 62, 578-589.


• Soltani, M .; Arianfar, M .; Naserzadeh, S. M. R .; Fathi, M. R. (2017). Identify and rank the factors affecting the intention to buy sports equipment through social media, Application of logarithmic fuzzy preferred programming technique. Contemporary Research in Sports Management, 6 (12): 87-98.


• Yang, M. and Gabrielsson, P. (2017). Entrepreneurial marketing of international high-tech business-to-business new ventures: A decision-making process perspective. Industrial Marketing Management, 64, 147–160.