بررسی رابطه میان تبلیغات رسانه‌ها و پاسخ‌های هیجانی مشتریان در فروش محصولات بیمه‌ایی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی - بین الملل ، دانشگاه آزاد اسلامی قزوین ، ایران

2 کارشناسی ارشد مهندسی معدن ، دانشگاه تربیت مدرس تهران ، ایران

3 دانشجوی دکترا مدیریت ورزشی، گروه مدیریت و حسابداری، دانشگاه صنعتی شاهرود، سمنان، ایران

4 استادیار ، گروه مدیریت صنعتی ، واحد قزوین ، دانشگاه آزاد اسلامی ، قزوین ، ایران

چکیده

چکیده:
پژوهش حاضر باهدف بررسی رابطه میان تبلیغات رسانه‌ها بر روی پاسخ‌های هیجانی مشتریان در فروش محصولات بیمه‌ایی در استان قزوین(مورد مطالعه:شرکت بیمه ملت) انجام شد. جامعه آماری این پژوهش را بیمه‌گران و بیمه‌گذاران بیمه ملت (شعب استان قزوین) تشکیل می‌دهند که شامل 385 نفر بودند. از بین این افراد به روش نمونه‌گیری تصادفی ساده، نمونه‌ای به تعداد 193 نفر طبق فرمول کوکران انتخاب گردید. پژوهش حاضر ازلحاظ هدف تحقیق، کاربردی و ازلحاظ نحوه جمع‌آوری داده‌ها توصیفی از نوع همبستگی است. در این پژوهش از پرسشنامه تخصصی در زمینه تبلیغات و آمیخته شده با پرسشنامه پاسخ‌های هیجانی دانیل گرمن برای جمع‌آوری داده‌ها و برای تأیید روایی پرسشنامه از نظرات خبرگان و برای سنجش پایایی و آلفای کرونباخ ./917 بدست آمد نشان از پایایی بالای پرسشنامه بود. در این پژوهش جهت تحلیل داده‌‌ها که نتایج حاکی از آن است که بین ابعاد تبلیغات رسانه‌ها « اخبار مرتبط در تبلیغات ، تقویت تبلیغات ، سرگرمی در تبلیغات ، همدلی در تبلیغات ، آشنایی در تبلیغات ، سردرگمی در تبلیغات و رقم فروش محصولات تبلیغ‌شده» با پاسخ‌های هیجانی در فروش محصولات بیمه‌ایی رابطه مثبت و معنی‌داری وجود دارد.

کلیدواژه‌ها

عنوان مقاله [English]

the relationship between Media advertising and the emotional response of the insurance products customers

نویسندگان [English]

  • saeed amini 1
  • vahid amini 2
  • hosein taheri 3
  • reza ehteshamrasi 4
1 MSc ,Department of Business Management , Department of Management and Accounting , Islamic Azad University Qazvin Branch , Qazvin, Iran
2 MSc , Department of mining Engineering , Department of mining faculty , Tarbiat Modares University ، Tehran ،iran
3 Ph.D. Student , Sport Management, Department of Management and Accounting , Shahrood University of Technology, Semnan, Iran
4 Assistant Prof , Department of Management and Accounting , Islamic Azad University Qazvin Branch , Qazvin, Iran
چکیده [English]

Abstract
The purpose of this study was to investigate the relationship between media advertising on customers' emotional responses to the sale of insurance products in Qazvin province (Case Study: Mellat Insurance Company). The statistical population of this study consists of insurers and insurers of the Mellat Insurance Company (branches of Qazvin province), which consisted of 385 people. A sample of 193 people was selected by random sampling method according to Cochran formula. The current research is based on the purpose of the research, applied and, as far as the method of data collection is descriptive, correlation type. In this research, a special questionnaire on advertising and mixed with Daniel Garman's emotional responses questionnaire was used to collect data and to confirm the validity of the questionnaire from the experts' opinions, and to assess the reliability and reliability of the Cronbach's alpha (0/917), it was shown that the questionnaire was high. In this research, the results of the study indicate that between the dimensions of media advertising "related news in advertising, promotion of advertising, entertainment in advertising, sympathy in advertising, familiarity with advertising, confusion in advertising and the amount of sales of advertised products" There is a positive and significant relationship with the emotional responses to the sale of insurance products.

کلیدواژه‌ها [English]

  • Insurance
  • Media advertising
  • emotional responses

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مطالعات رفتار مصرف‌کننده
دوره 5، شماره 2
بهمن 1397
صفحه 111-134

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