رتبه بندی عوامل موثر بر پذیرش تبلیغات از راه پیام کوتاه با روش تاپسیس فازی (مورد مطالعه: بانک کشاورزی)

محورهای موضوعی : فصلنامه علمی -پژوهشی تحقیقات اقتصاد کشاورزی

نیما سعیدی ¹ (عضو باشگاه پژوهشگران و نخبگان جوان دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران، ایران)
محمدمهدی موحدی ² (استادیار دانشکده حسابداری و مدیریت دانشگاه آزاد اسلامی، واحد فیروزکوه، فیروزکوه، ایران)

تاریخ دریافت : 1397/07/02 تاریخ پذیرش : 1399/02/25 تاریخ انتشار : 1399/08/01

کلید واژه: اعتبار, کنترل, منافع مالی, مطلوبیت اجتماعی و محتوی, سودمندی ادراک شده,

چکیده مقاله :

تحقیق حاضر با هدف شناسایی و رتبه‌بندی عوامل موثر بر پذیرش تبلیغات از طریق تلفن همراه، در جامعه‌ای متشکل از 259 نفر از مشتریان بانک کشاورزی انجام شد. نتایج حاصل از بکارگیری تحلیل عاملی بیانگر تاثیر مثبت و معنادار متغیرهای منافع مالی، اعتبار، مطلوبیت اجتماعی ادراک شده، کنترل، سودمندی ادراک شده و مطلوبیت محتوا بر پذیرش تبلیغات از طریق تلفن همراه بود. با بکارگیری تکنیک تاپسیس فازی، 22 زیرمعیار مربوطه رتبه‌بندی شدند که در نهایت "کسب اجازه برای دریافت پیام"، "دریافت پیام‌ها مطابق با نیازهای شخصی" و "تشویق اطرافیان به توجه به پیام کوتاه" به ترتیب با اوزان 624/0، 471/0 و 448/0 در رده‌های اول تا سوم، جای گرفتند. در انتها با بکارگیری تکنیک فرآیند تحلیل سلسله مراتبی، سه عامل مربوط به پذیرش تبلیغات رتبه‌بندی شدند که "نگرش مثبت نسبت به تبلیغات" (37/0) به عنوان مهمترین و "تمایل به دریافت تبلیغات" (31/0) نیز بعنوان کم‌اهمیت‌ترین عامل انتخاب شد. با عنایت به نتایج به‌دست‌آمده، به مدیران این بانک توصیه می‌شود از طریق شناسایی نیازها و خواسته‌های مشتریان خود، تنها پیام‌های مرتبط برای آنان ارسال نمایند.

چکیده انگلیسی:

The current study with the purpose of identifying and categorizing the driving factors influencing on consumers’ acceptance of SMS advertising was accomplished in a society include 259 customer of Agriculture Bank in Tehran. The results of using structural equation model show that Financial Rewards, Credibility, Perceived Social Utility, Control, Perceived Utility and Context Utility affect significantly on SMS advertising acceptance which creditability, finance rewards and control were the most important ones. Continuously by applying fuzzy Topsis technique, 22 sub criteria were categorized that “permission to sending SMS”, “delivering SMS match private needs” and “encourage to more usage of mobile phone and pay attention to SMS” with approximate weights 0.624, 0.471 and 0.448 were selected as the most important sub criteria. Finally, by using AHP technique, 3 criteria of advertising acceptance were ranked which “positive attitude about advertising” (0.37) was the most and “tending to accepting advertising by SMS” (0.31) was the least important ones. Attending to the results, managers are advised to send related SMS in terms of customers’ needs and desires.

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