تأثیر ویژگی‌های تبلیغات در رسانه‌های اجتماعی بر تمایل به خرید مشتریان با رویکرد پژوهش توصیفی

محورهای موضوعی : مدیریت بازاریابی

امیررضا احمدنژادمستی ¹ (کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
کامبیز حیدرزاده هنزائی ² (دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسﻼمی، تهران، ایران،)
فرشته لطفی زاده ³ (استادیار، گروه مدیریت بازرگانی، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران)

تاریخ دریافت : 1399/07/24 تاریخ پذیرش : 1400/01/16 تاریخ انتشار : 1401/04/01

کلید واژه: قصد خرید, مشتریان, بازاریابی, تبلیغات, شبکه‌های اجتماعی,

چکیده مقاله :

تحقیق حاضر با هدف تأثیر ویژگی‌های تبلیغات در رسانه‌های اجتماعی بر تمایل به خرید مشتریان انجام شده است. این تحقیق از نظر هدف، یک تحقیق کاربردی و از نظر روش گردآوری داده‌ها، از نوع توصیفی می‌باشد. گردآوری اطلاعات در این پژوهش به صورت کتابخانه‌ای و روش میدانی با استفاده از پرسش‌نامه استاندارد صورت گرفته است. جامعه آماری این پژوهش دانشجویان دانشگاه آزاد اسلامی واحد علوم و تحقیقات بوده و نمونه مورد مطالعه در این پژوهش غیر از فرمول کوکران و مورگان می‌باشد و از مدل‌یابی معادلات ساختاری با رویکرد کوواریانس محور برازش استفاده شده است، که شامل 439 نفر از دانشجویان دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران می‌باشند. تجزیه و تحلیل داده‌ها توسط مدل‌یابی معادلات ساختاری با استفاده از نرم‌افزار ایموس و اس پی اس اس انجام شد و فرضیه‌های تحقیق در سطح اطمینان 95% تأیید شدند. ارتباط درک شده و عادت و تعامل و آگاهی بخشی به عنوان متغیر مستقل و عملکرد مورد انتظار و انگیزه لذت‌جویان و قصد خرید به عنوان متغیر‌های میانجی و وابسته در تظر گرفته شدند، نتایج بررسی نشان‌دهنده انگیزه لذت‌جویان بر قصد خرید تأثیر مستقیم دارد، تعامل بر قصد خرید تأثیر مستقیم دارد، عملکرد مورد انتظار بر قصد خرید تأثیر مستقیم دارد، آگاهی بخشی بر قصد خرید تأثیر مستقیم دارد، عادت بر قصد خرید تأثیر مستقیم دارد، تعامل بر انگیزه لذت‌جویان تأثیر مستقیم دارد، تعامل بر عملکرد مورد انتظار تأثیر مستقیم دارد، ارتباط درک شده بر عملکرد مورد انتظار تأثیر مستقیم دارد، ارتباط درک شده بر قصد خرید تأثیر مستقیم دارد، آگاهی بخشی بر عملکرد مورد انتظار تأثیر مستقیم دارد. در نهایت نتایج به دست آمده، به فعالان تبلیغات در رسانه‌های اجتماعی توصیه می‌شود که جهت ارتقا سطح تمایل به خرید مشتریان، موضوعات مربوط به تبلیغات در رسانه‌های اجتماعی به طور فزاینده‌ای مورد توجه محققان و دست‌اندرکاران بازاریابی قرار می‌گیرد. بنابراین، این مطالعه به منظور گسترش درک فعلی از جنبه‌های اصلی تبلیغات در رسانه‌های اجتماعی و تأثیر آن بر اهداف خرید مشتری انجام شده است. بررسی دقیق ادبیات در مورد این موضوع منجر به شناسایی شش عامل اصلی (عملکرد مورد انتظار، انگیزه لذت‌جویان، عادت، تعامل، آگاهی بخشی و ارتباط درک شده) به عنوان پیش‌بینی کننده‌های اصلی اهداف خرید می‌شود.

چکیده انگلیسی:

The purpose of this study was to the impact of social media advertising Features on costumer purchase intention. This research, in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire were used. Statistical population of the present research was composed of all students studying at Science and Research Branch of the Islamic Azad University, with the statistical sample taken through neither the Cochran’s formula nor Morgan’s table but rather based on structural equations modeling (SEM) with a covariance fitting approach. The statistical sample was made up of 439 students studying at Science and Research Branch of the Islamic Azad University (Tehran, Iran). The collected data was analyzed by SEM as implemented in the AMOS and SPSS software packages, based on which results the research hypotheses were confirmed at 95% confidence level. The perceived relevance, habit, interaction, and in formativeness were herein considered as independent variables, and the performance expectancy, hedonic motivation, and purchase intent were taken as mediating and dependent variables. The results showed that the hedonic motivation, interactivity, performance expectancy, in formativeness, and habit impose direct effects on the purchase intent. It was further found that the interactivity affects the hedonic motivation and anticipated performance expectancy, and that the perceived relevance imposes direct impacts on the anticipated performance expectancy and purchase intent. The in formativeness was also found to affect the performance expectancy directly. Finally, based on the obtained results, the advertisement agents specialized in social media advertising are recommended to pay increasingly more attention to the advertising on social media by employing marketing researchers and experts to improve their customers’ purchase intent. Therefore, the present study was performed to extend the present deal of knowledge about the principle aspects of advertising on social media and their effects on the customers’ purchase intent. An accurate review of the relevant literature led to the identification of six factors (performance expectancy, hedonic motivation, habit, interactivity, in formativeness, and perceived relevance) as the main predictors of the purchase intent.

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