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

10.34785/J018.2019.230

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"

مراجع

  • Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & management, 44 (3), 263-275.
  • Berger, P.D., Bolton, R.N., Bowman, D., Briggs, E., Kumar, V., Parasuraman, A., & Terry, C. (2002). Marketing Actions and the Value of Customer Assets a Framework for Customer Asset Management. Journal of Service Research, 5 (1), 39-54.
  • Bhattacherjee, A. (2001). Understanding information systems continuance. An expectation–confirmation model. MIS Quarterly, 25 (3), 351–370.
  • Business dictionary, Retrieved April 2012.
  • Cacioppo, J.T., & Petty, R.E. (1989). The elaboration likelihood model: The role of affect and affect-laden information processing in persuasion. In P. Cafferata & A. M. Tybout (Eds.), Cognitive and affective responses to advertising, 5, 69-89.
  • Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2 (3), 244–249.
  • Chen, J.V., Rungruengsamrit, D., Rajkumar, T. M., & Yen, D.C. (2013). Success of electronic commerce Web sites: A comparative study in two countries. Information & management, 50 (6), 344-355.
  • Christodoulides, G., & De Chernatony, L. (2004). Dimensional sing on-and offline brands' composite equity. Journal of Product & Brand Management, 13 (3), 168-179.
  • Comscore Report (2002). Online Retail Activity, Reston, VA: Comscore, 2002.
  • Content Marketing Association (2014). [Online] Available at: http://www.the-cma.com/.
  • Content Marketing Institute: what is Content Marketing? 2014b. [Online] Available at: http://contentmarketinginstitute.com/what-is-content-marketing/.
  • Djoukanova, A., & Georgieva, A. (2014). Content marketing: new opportunities for building strong brands online. Master’s degree Thesis, Lund University, Department of Business Administration.
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36 (5), 21-35.
  • Edelman, D. C. (2010). Branding in the digital age. Harvard business review, 88 (12), 62-69.
  • Ellsworth, J.H., & Ellsworth, M.V. (1997). Marketing on the internet. New York: John Wiley & Sons.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Boston: Addison-Wesley.
  • Hipwell, K., & Reeves, M. (2013). How to use content to grip your audience like a broadcaster. Journal of Brand Strategy, 2 (1), 63-75.
  • Hsu, M. H., Chang, C. M., & Chuang, L. W. (2015). Understanding the determinants of online repeat purchase intention and moderating role of habit: The case of online group-buying in Taiwan. International Journal of Information Management, 35 (1), 45-56.
  • Jefferson, S., & Tanton, S. (2013). Valuable Content Marketing: How to Make Quality Content the Key to Your Business Success. London: Kogan Page.
  • Kettingera, W. J., Park, S. H., & Smith, J. (2009). Understanding the consequences of information systems service quality on IS service reuse. Information and Management, 46 (6), 335-341.
  • Kierzkowski, A., McQuade, S., Waltman, R. & Zelsser, M. (1996). Marketing to the digital consumer. McKinsey Quarterly, 79 (3), 5-21.
  • Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7 (1), 33-56.
  • Kim, S., & Stoel, L. (2004). Apparel retailers: Website quality dimensions and satisfaction. Journal of Retailing and consumer services, 11 (3), 109-117.
  • Lee, S., & Koubek, R. (2010). Understanding user preferences based on usability and aesthetics before and after actual use. Interacting with Computers, 22 (6), 530–543.
  • Lin, J. S. C., & Hsieh, P. L. (2007). The influence of technology readiness on satisfaction and behavioral intentions toward self-service technologies. Computers in Human Behavior, 23 (3), 1597-1615.
  • Lo, W. N., &Sedhain, R. S. (2006). How reliable are website rankings? Implications for E-business advertising and internet search. Information Systems Journal, 7 (2), 233-238.
  • Marzec, M. (2012). What Is Content Marketing? Smart Business Content Marketing,
  • Pan, B., Litvin, S. W., & O’Donnell, T. E. (2007). Understanding Accommodation Search Query Formulation: The First Step in Putting “Heads in Beds”. Journal of Vacation Marketing, 13, 371-381.
  • Pulizzi, J. (2013). How to know content marketing when you see it. EContent, 36 (10), 16-17.
  • Radmard, S. (2017). Monitoring the role of professional ethics for managers in protecting human rights. Quarterly Journal of Management of Governmental Organizations, 5 (2), 125-138 [Persian].
  • Rose, R. & Pulizzi, J. (2011). Managing Content Marketing. CMI Books, Cleveland: Content Marketing Institute.
  • Rowley, J. (2008a). Understanding digital content marketing. Journal of Marketing Management, 74 (5/6), 517-540.
  • Sanchez-Franco, M. J., & Rondan-Cataluna, F. J. (2010).Virtual travel communities and customer loyalty: Customer purchase involvement and Web site design. Electronic Commerce Research and Applications, 9 (7), 171–182.
  • Shin, D. (2008). Understanding purchasing behaviors in virtual economy: Consumer behavior of virtual currency in Web 2.0 communities. Interacting with Computers, 20 (4), 433-446.
  • Silverman, M. (2012). Capturing Community: How to Build, Manage and Market your Online Community. Cleveland: Content Marketing Institute.
  • Singh, S.N., & Dalal, N.P. (1999). Web home pages as advertisements. Communications of the ACM, 42 (8), 91-98.
  • Supphellen, M., & Nysveen, H. (2001). Drivers of intention to revisit the websites of well-known companies: The role of corporate brand loyalty. International Journal of Market Research, 43 (3), 341-352.
  • Turban, E., Lee, J., King, D., & Chung, H. M. (2000). Electronic commerce: A managerial perspective. London (United Kingdom): Prentice Hall.
  • Wolk, A., & Theysohn, S. (2007). Factors influencing website traffic in the paid content market. Journal of Marketing management, 23 (7-8), 769-796.
  • Zarem, J.E. (2000). Experience marketing. Magazine for Magazine Management, 1 (3), 28-31.
  • Zhu, D.S., Kuo, M.J., & Chien, Y.S. (2007). A Study on the Influence Factors for Re-visiting Online Shop, n. d.
مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 21-39

فایل ها

هم رسانی

ارجاع به این مقاله

آمار