Investigating the role of new media capabilities (platform: Instagram) on e-commerce (intention to buy women's clothing) according to the role of brand attitude"
Subject Areas : Intelligent Multimedia Processing and Communication Systems (IMPCS)
homa
Doroudi
1
(Associate Professor Islamic Azad University of Zanjan, Faculty of Humanities and Art, Zanjan, Iran)
Jafar
Ramak
2
(PhD student in Industrial Management)
Keywords: : experience of brand communities, commitment of brand communities, social media networks, brand attitude, intention to buy on social media,
Abstract :
Investigating the role of new media capabilities (platform: Instagram) on e-commerce (intention to buy women's clothing) according to the role of brand attitude Abstract: The purpose of this study is to investigate the role of new media capabilities (platform: Instagram) on brand attitude and purchase intention (Case study: women's clothing). This study is applied in terms of purpose and descriptive-analytical method, Is a survey method with a causal approach. The statistical population of the present study is the customers of Zanjan city masons who use social media to buy clothes. And is a statistical sample of 384 people who have been selected using Cochran's formula and in a simple random method. The primary data collection tool is the standard questionnaire of Wang et al. (2019), and its form validity and factor analysis method with KMO index (0.879) as well as their reliability were confirmed by reporting the total Cronbach's alpha coefficient (0.905). Took. In data analysis, descriptive and inferential statistical methods were used. In descriptive analysis, SPSS software version 21 was used, and in inferential analysis and testing of research hypotheses, structural equations and LISREL 8.8 software were used. The results show that information experience, entertainment experience, relationship-based experience have a significant effect on the commitment of social media brand communities. Also, social media brand community commitment has a significant effect on brand attitude. Also, the commitment of social media brand communities has a significant effect on the purchase intention, and finally, the brand attitude has a significant effect on the purchase intention Keywords: experience of brand communities, commitment of brand communities, social media networks, brand attitude, intention to buy on social media Investigating the role of new media capabilities (platform: Instagram) on e-commerce (intention to buy women's clothing) according to the role of brand attitude Abstract: The purpose of this study is to investigate the role of new media capabilities (platform: Instagram) on brand attitude and purchase intention (Case study: women's clothing). This study is applied in terms of purpose and descriptive-analytical method, Is a survey method with a causal approach. The statistical population of the present study is the customers of Zanjan city masons who use social media to buy clothes
