تاثیر بازارایابی چند حسی بر اثر بخشی تبلیغات با میانجی گری نگرش مصرف کننده به تبلیغ (مورد مطالعه: صنعت خرده فروشی آنلاین)

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 کارشناسی ارشد کارآفرینی ، دانشکده کارآفرینی دانشگاه تهران، تهران، ایران

2 گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران، تهران ، ایران

3 گروه بازاریابی، مدرسه کسب و کار، دانشگاه میدلسکس، لندن، انگلستان

10.34785/J018.2022.011

چکیده

امروزه استفاده از تبلیغات در تحقیقات بازاریابی از اهمیت فزاینده ای برخوردارگردیده لذا می توان با بکارگیری بازاریابی چند حسی در تبلیغات خرده فروشی های آنلاین ،اثر بخشی تبلیغات را افزایش داد. مطالعه حاضر به بررسی همزمان دو حس بینایی و شنوایی می پردازد. پژوهش حاضر با هدف بررسی تاثیر بازاریابی چند حسی بر اثر بخشی تبلیغات با نقش میانجیگری نگرش مصرف کننده به تبلیغ در خرده فروشی های آنلاین، پژوهشی کاربردی است و به جهت ماهیت، یک پژوهش توصیفی است که در پژوهش های توصیفی می توان جامعه در نظر گرفته شده را از طریق پیمایشی و به روش همبستگی مورد کاووش و بررسی قرار داد. جامعه آماری پژوهش نامحدود و از مصرف کنندگان خرده فروشی های آنلاین بوده است. حجم نمونه نهایی تعداد400نفر از مصرف کنندگان خرده فروشی‌ها و به روش نمونه گیری تصادفی خوشه‌ای انتخاب شدند. داده های مورد نیاز با استفاده از پرسشنامه‌ی توزیع شده، جمع آوری و با استفاده از فنون آمار توصیفی و آمار استنباطی نظیر مدلسازی معادلات ساختاری و ضریب رگرسیون استاندارد(β)، تحلیل گردید. یافته های تحقیق نشان داد که بازاریابی چندحسی با میانجی‌گری نگرش به تبلیغ تاثیر مثبتی بر اثربخشی تبلیغات دارد و بازاریابان با استفاده از بازاریابی چند حسی با خلق احساسات و عواطف جهت لذت بردن مصرف کنندگان از تبلیغ محصول می توانند بر نگرش و رفتار خرید آن ها تاثیر گذار باشندکه این به نوبه خود باعث اثر بخشی تبلیغات در صنعت خرده فروشی های آنلاین خواهد شد.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Multi-sensory Marketing on Advertising Effectiveness Mediated by Consumer Attitude towards Advertising (Studied Case: Online Retail Industry)

نویسندگان [English]

  • Adel Ghaedy 1
  • سیدامیری Seyyedamiri 2
  • Pantea Foroudi 3
1 Department of Corporate Entrepreneurship, Faculty of University of Tehran, Tehran, Iran
2 Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
3 Department of Marketing, Middlesex Business School, Middlesex University, London, UK
چکیده [English]

Today, the use of advertising in marketing research has become increasingly important, so the use of multi-sensory marketing in online retail advertising can increase the effectiveness of advertising. The focus of previous research in the field of sensory marketing has been on monosensory (visual) channels and due to increasing consumer awareness of advertising a product, product consumption and inattention of suppliers to this type of marketing has been used less than other senses. Therefore, the present study examines the two senses of visual and aidtion at the same time. This research, in proportion to the purpose, is an applied research and due to its nature, it is a descriptive research that in descriptive research, the intended society can be explored and studied through a survey and correlation method. The statistical population of the research has been unlimited and has been one of the consumers of online retail. The final sample size of 400 retail consumers was selected by cluster random sampling. The required data were collected using a distributed questionnaire and analyzed using descriptive statistics and inferential statistics techniques such as structural equation modeling and standard regression coefficient (β). Findings showed that multi-sensory marketing mediated by the attitude to advertising has a positive effect on the effectiveness of advertising and marketers can use multi-sensory marketing to create feelings and emotions for consumers to enjoy product advertising can influence their attitudes and purchasing behavior. This in turn will make advertising more effective in the online retail industry.

کلیدواژه‌ها [English]

  • Multi-sensory marketing
  • Attitude to advertising
  • Advertising effectiveness
  • Online retail

مراجع

منابع
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