مدل تاثیرگذاری تبلیغات شفاهی مشتری بر قصد خرید در شبکه‌های اجتماعی

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 استاد گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری ، دانشگاه علامه طباطبائی، تهران، ایران،

2 کارشناسی‌ارشد گروه مدیریت بازرگانی، دانشگاه پیام نور، قشم ، ایران

3 مدیریت بازرگانی، اقتصاد و مدیریت، علوم و تحقیقات تهران(کهگیلویه و بویراحمد)، تهران، ایران

چکیده

این پژوهش با هدف بررسی تاثیر تبلیغات شفاهی مشتری بر قصد خرید در شبکه‌های اجتماعی انجام شد. جامعه آماری نامحدود این پژوهش کلّیه خریداران پوشاک در سایت‌ها و شبکه‌‌های اجتماعی بود، که تعداد 380 نفری از آنها با استفاده از روش نمونه-گیری خوشه‌ای در دسترس انتخاب شدند. ابزار گردآوری اطلاعات پرسشنامه بود. روش تحقیق توصیفی از نوع پیمایشی بود. برای بررسی آزمون فرضیه‌ها از مدل‌سازی معادلات ساختاری(نرم‌افزار Smart PLS) استفاده شد. یافته‌های تحقیق نشان داد قدرت مجاب کنندگی، تخصص منبع و تعامل با شبکه‌های اجتماعی بر سودمندی تبلیغات شفاهی الکترونیکی تاثیر مثبت و معنی داری دارند اما اطلاع رسانی ادراک شده، اعتبار منبع پیام‌ها، نگرش نسبت به اطلاعات بر سودمندی تبلیغات شفاهی الکترونیکی تاثیر ندارد؛ همچنین قدرت مجاب کنندگی و اعتبار منبع پیام‌ها بر اعتبار تبلیغات شفاهی الکترونیکی تاثیر مثبت و معنی داری دارند ولی تخصص منبع پیام‌ها، نگرش نسبت به اطلاعات، تعامل با شبکه‌های اجتماعی بر اعتبار تبلیغات شفاهی الکترونیکی تاثیر ندارند. سودمندی تبلیغات شفاهی الکترونیکی و اعتبار تبلیغات شفاهی الکترونیکی بر پذیرش تبلیغات شفاهی الکترونیکی تاثیر مثبت و معنی‌داری دارند. و در آخر یافته‌های تحقیق نشان داد نگرش نسبت به اطلاعات، تعامل با شبکه‌های اجتماعی، سودمندی تبلیغات شفاهی الکترونیکی و اعتبار تبلیغات شفاهی الکترونیکی بر قصد خرید تاثیر مثبت و معنی‌داری دارد اما پذیرش تبلیغات شفاهی الکترونیکی بر قصد خرید تاثیر ندارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Customer Word of Mouth Advertising on Purchase Intention In Social Networks

نویسندگان [English]

  • Zohreh Dehdashti Shahrikh 1
  • Mohammad Tabesh Moghadam 2
  • sajjad fatah naserabad 3
1 ..Professor of Marketing Management, Department of Business Management, Faculty of Management & Accounting, Allameh Tabataba’I University Tehran, Iran
2 M.sc Department of Business Management, Payame Noor University, Qeshm, Iran
3 M.sc of Business Management, Marketing, PNU International Center of Qeshm
چکیده [English]

This study aimed to investigate The Effect of Customer Word of Mouth Advertising on Purchase Intention on Social Networks. The unlimited statistical population of this study included all buyers of clothes on social networks and websites, of whom 380 subjects were selected using the convenience cluster sampling method. The data collection tool was a questionnaire.The research method was descriptive of survey type. Structural equation modeling was used to test the hypotheses in Smart PLS software. The research findings indicated that persuasive power,Source expertise, and Interactivity with social networks have a significant positive effect on the usefulness of electronic word of mouth advertising, while perceived information, validity of message source, and attitude to information have no effect on the usefulness of electronic word of mouth advertising; In addition, persuasive power and validity of message source have a significant positive effect on the validity of electronic word of mouth advertising. However, the expertise of message source, attitude to information, and Interactivity with social networks have no effect on the validity of electronic word of mouth advertising. The usefulness of electronic word of mouth advertising and the validity of electronic word of mouth advertising have a significant positive effect on the acceptance of electronic word of mouth advertising.

کلیدواژه‌ها [English]

  • Customer word of mouth advertising
  • purchasing intention
  • Social networks
  • validity and usefulness of electronic word of mouth advertising
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