نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناس ارشد، مدیریت امور شهری، گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران
2 هیات علمی دانشگاه فردوسی مشهد
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
The construction industry is one of the most important industries in any country. Many industries are dependent on the construction industry, On the other hand, during the last few years, social media has grown significantly. In particular, a large number of pages on the Instagram social media have been used to introduce construction projects. Therefore, the purpose of this research is to investigate the factors affecting the purchase intention of users who see advertisements of residential units on Instagram social media pages. The population of this research is formed by the citizens of Mashhad city in the middle and upper middle areas. The model of this research was examined with 396 valid responses. The data was collected through a questionnaire, its validity was confirmed by means of content and form. Cronbach's alpha coefficient was used to determine the reliability of the questionnaire, and based on this, coefficient of all questionnaire variables was above 0.7, which indicates the high reliability of the questionnaire. Analysis of research data was done using SPSS18 and AMOS software and structural equation modeling method. The results showed that the quality of perceived information and electronic word-of-mouth advertising on Instagram social media have a positive and significant effect on the intention to purchase residential units; And the perceived risk has a negative and significant effect on the intention to purchase residential units advertised on Instagram pages. Also, electronic word-of-mouth advertising mediates the relationship between perceived information quality and perceived risk with the intention to purchase residential units.
کلیدواژهها [English]
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