تأثیر بکارگیری بازاریابی محتوایی بر قصد بازدید مجدد وب‌سایت در کسب و کارهای نوظهور اینترنتی (مورد مطالعه: وب‌سایت یکتا کتاب)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار، گروه کارآفرینی سازمانی، دانشکده کارآفرینی دانشگاه تهران

2 کارشناس ارشد مدیریت کارآفرینی، دانشکده کارآفرینی، دانشگاه تهران

چکیده

با توجه به استقبال بسیار زیاد کاربران اینترنتی از سایتهای ارائه دهنده کانالها و خدمات بصورت آنلاین، امروزه یکی از مؤثرترین و بهینه ترین، روشها از حیث کم هزینه بودن، کارایی و جذب کاربران، استفاده از تکنیکهای بازاریابی محتوایی می باشد. بازاریابی محتوایی به فعالیتهای مرتبط با ایجاد و بروز رسانی محتوایی وبسایت برای جذب و حفظ کاربران اینترنتی در وبسایتها اطلاق می شود. هدف این مطالعه بررسی تأثیر چگونگی بکارگیری بازاریابی محتوایی بر قصد بازدید مجدد وبسایت در کسب و کارهای نوظهور اینترنتی با نقش تعدیلگری کیفیت وبسایت است. این پژوهش از حیث ماهیت و روش، توصیفی- پیمایشی بوده و از نظر هدف کاربردی است. ابزار جمع آوری اطلاعات پرسشنامه است که به روش نمونه گیری تصادفی ساده در اختیار 110 نفر از کاربران وبسایت مورد مطالعه قرار گرفت. پس از تجزیه و تحلیل داده ها به کمک تکنیک مدل یابی معادلات ساختاری، به دلیل بزرگتر بودن عدد معناداری t از مقدار 1.96 برای متغیرهای: بازاریابی محتوایی با نقش تعدیل گری کیفیت وبسایت، کمیت و همچنین، کیفیت محتوای سایت؛ معنی دار بودن تأثیر هر سه متغیر بر قصد بازدید مجدد از سایت در سطح اطمینان 95% تأیید شد. بر اساس ضرایب استاندارد شده مسیر میان متغیرهای: بازاریابی محتوایی و قصد بازدید مجدد از سایت کمیت محتوای سایت و قصد بازدید مجدد از سایت و نهایتاً کیفیت محتوای سایت و قصد بازدید مجدد از سایت، مشاهده می شود که متغیر بازاریابی محتوایی به میزان 46%، کمیت محتوای سایت به میزان 19% و کیفیت محتوای سایت به میزان 60% تغییرات قصد بازدید مجدد از سایت را تبیین کرده و تأثیر مثبت و معنادار است.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Content marketing use on Intent to Revisit the Website in Emerged Internet Businesses (Case Study: Yekta Ketab Website)

نویسندگان [English]

  • Mehran Rezvani 1
  • Fatemeh Mirtaheri, Sayyedeh 2
  • Marzieh Rezaee 2
1 Associate Prof., Faculty of Entrepreneurship, Tehran University, Tehran, Iran
2 MSc. in Entrepreneurship Management, Faculty of Entrepreneurship, Tehran University, Tehran, Iran
چکیده [English]

Due to the widespread use of internet by product and service providers online, one of the most effective and optimal ways today is to use content marketing techniques in terms of low cost, efficiency and attraction of users. Content marketing refers to activities related to creating and updating website content to attract and retain internet users on websites. The purpose of this study was to investigate the effect of how content marketing is applied to website re-visit intention in emerging businesses with moderating role of website quality. The objective view is regarded as applied research and the method of research is descriptive. The data collection tool was a questionnaire that was distributed randomly among the 110 users of the study site. After analyzing data using Structural Equation Technique, because content was larger than t value of 1.96 for content marketing variables with moderating role of website quality, quantity and quality of website content, meaningful impact of all three variables on intention Re-visit of the website is confirmed at 95% confidence level. Based on the standardized coefficients of the path between the content marketing variables and the intention to re-visit the website, the quantity of site content and intention to re-visit the website and ultimately the quality of the site content and intention to re-visit the website, the content marketing variable is rated at 46%, percentage of website content at 19% and effectiveness of website content at 60% explains the intention to visit the site and has a significant positive impact.

کلیدواژه‌ها [English]

  • "Content marketing"
  • "Intent to revisit site"
  • "Emerged Internet Business"
  • "Yekta Ketab"
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