تاثیر اینفلوئنسرهای رسانه های اجتماعی بر تمایل به خرید مشتریان با نقش میانجی نگرش به تبلیغ
محورهای موضوعی : مطالعات جامعه شناسی ورزشی
مهران حسن پور
1
,
حسن فرهادی
2
*
,
محبوب شیخعلی زاده
3
1 - دانشجوی کارشناسی ارشد، رشته تربیت بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران
2 - گروه تربيت بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی ، اهر، ایران
3 - گروه تربیت بدنی و علوم ورزشی، واحد اهر، دانشگاه آزاد اسلامی، اهر، ایران
کلید واژه: اینفلوئنسرهای رسانه های اجتماعی, تمایل به خرید, نگرش به تبلیغ,
چکیده مقاله :
هدف: تبلیغات مناسب توسط اینفلوئنسرها، نگرش مشتریان نسبت به محصولات را تغییر می دهد و تمایل به خرید در بین آن ها تقویت می گردد. هدف پژوهش حاضر بررسی تاثیر اینفلوئنسرهای رسانه های اجتماعی بر تمایل به خرید مشتریان با نقش میانجی نگرش به تبلیغ در بین مشتریان باشگاه های بدنسازی شهر تبریز می باشد. روش شناسی: روش تحقیق مطالعه حاضر توصیفی از نوع همبستگی و مدل‌یابی معادلات ساختاری است. 275 نفر از مشتریان باشگاه های بدنسازی ، پرسشنامه اینفلوئنسرهای رسانه های اجتماعی ﺑﺮاﻧﺴﺘﯿﻦ و ژاﻧﮓ (2005)، نگرش به تبلیغ رنجبریان (2010) و تمایل به خرید دیالو (2012) را بطور داوطلبانه تکمیل نمودند. از آزمون مدل معادلات ساختاری (SEM) مبتنی بر حداقل روش مربعات جزئی در نرم افزار Smart PLS جهت تحلیل داده‌ها استفاده شد. یافته‌ها: نتایج نشان داد که اینفلوئنسرهای رسانه های اجتماعی بر تمایل به خرید مشتریان تاثیر معناداری دارد (001/0=P). همچنین اینفلوئنسرهای رسانه های اجتماعی بر نگرش به تبلیغ مشتریان تاثیرمعناداری دارد (001/0=P). نگرش به تبلیغ بر تمایل به خرید مشتریان تاثیر مستقیم و معناداری دارد (001/0=P) و اینفلوئنسرهای رسانه های اجتماعی از طریق متغیر میانجی نگرش به تبلیغ بر تمایل به خرید مشتریان تاثیر مثبت و معناداری دارد (01/0= Sig؛ 257/0=β). بررسی برازش مدل نیز نشان داد که مدل ارائه شده پژوهش از برازش مناسبی برخوردار می‌باشد (372/0=GOF). نتیجه گیری: در کل می‌توان گفت که استفاده از اینفلوئنسرها در تبلیغات سبب جذب و درگیری ذهنی بیشتر مخاطب شده و میزان تخصص، جذابیت، شهرت و صداقت اینفلوئنسرها در پذیرش پیام توسط مصرف کننده نقش بسزایی خواهد داشت.
Objective: Proper advertising by influencers changes the attitude of customers towards products and strengthens the purchase intention among them. This study examines the effects of influence of social media influencers on customers purchase intention with the mediating role of attitude to advertising among customers of Tabriz fitness clubs. Methodology: The research method is descriptive- correlation and partial least squares structural equation modeling (PLS-SEM). For this purpose, 275 customers of fitness clubs in Tabriz city voluntarily filled out the Braunstein and Zhang social media influencers (2005), Ranjbarian et al attitude towards advertising (2010) and Diallo purchase intention questionnaire (2012). Structural equation modeling based on the partial least squares (PLS-SEM) in software Smart PLS was used to analyze the data. Results: The results showed that the social media influencers have a direct and significant effect on customers' purchase intention (P=0.001). Also, social media influencers have a direct and significant effect on customers' advertising attitude (P=0.001). Attitude towards advertising has a direct and significant effect on customers' purchase intention (P=0.001) and social media influencers have a positive and significant effect on customers' purchase intention through the mediating variable of attitude towards advertising (Sig=0.001; β=0.257). According to the results of model analysis the modified model had a good fit (GOF=0.372). Conclusion: In general, it can be said that the use of influencers in advertising has attracted more audience and the level of expertise, attractiveness, reputation and honesty of influencers will play a significant role in the acceptance of the message by the consumer.
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