تحلیل نقش ویژگی‌های سودمندی و لذت‌ جویانه در قصد خرید و تأثیر آن بر تبلیغات دهان به دهان: یک مطالعه براساس مدل SOR

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت فناوری و کارآفرینی، دانشکده مدیریت و حسابداری، دانشگاه عالمه طباطبائی، تهران، ایران.

2 دانشجوی دکتری، گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

3 دانشجوی کارشناسی ارشد رشته مدیریت کسب و کار(MBA)،دانشگاه علامه طباطبائی، تهران، ایران.

10.22034/cbsj.2024.140675.2664

چکیده

هدف پژوهش حاضر بررسی تأثیر ویژگی‌های سودمند و لذت‌گرایانه پوشاک آنلاین بر رفتار مصرف‌کنندگان با استفاده از مدل SOR است. هدف این تحقیق بررسی اثرات ترکیبی ویژگی‌های فایده‌گرا و لذت‌گرایانه بر نگرش‌های شناختی و عاطفی و چگونگی نقش آنها در تأثیرگذاری بر قصد خرید و تبلیغات دهان به دهان (WOM) است. این مطالعه یک طرح نظرسنجی مقطعی را اتخاذ می‌کند و از یک پرسشنامه جامع توزیع شده بین 227 خریدار پوشاک آنلاین استفاده می‌کند که منجر به 182 پاسخ معتبر می‌شود. ابزار آماری مورد استفاده، مدلسازی معادلات ساختاری (SEM)، به ویژه حداقل مربعات جزئی (PLS) بود. این مطالعه روابط فرضی را در چارچوب SOR برای بررسی اینکه آیا نگرش‌های شناختی و عاطفی به عنوان میانجی بین ویژگی‌های سودگرا/ لذت‌گرا و قصد خرید/WOM عمل می‌کنند، امکان‌پذیر کرد. نتایج تأیید می کند هم ویژگی‌های سودگرایانه و هم لذت‌گرایانه مصرف‌کنندگان به‌طور قابل‌توجهی بر نگرش‌های شناختی و عاطفی مصرف‌کنندگان تأثیر می‌گذارد، که سپس قصد خرید و ترویج تبلیغات دهان به دهان را واسطه می‌کند. ویژگی‌های لذت‌گرا در گذشته‌نگر تأثیر قوی‌تری بر نگرش‌های عاطفی دارند در حالی که ویژگی سودمندی عمدتاً بر نگرش‌های شناختی تأثیر می‌گذارد، رابطه بین ویژگی محصول و پاسخ‌های مصرف‌کننده به خوبی با نگرش‌های شناختی و عاطفی میانجی‌گری می‌شود. بینش‌های به‌دست‌آمده از این مطالعه می‌تواند برای خرده‌فروشان پوشاک آنلاین در افزایش ارتباط آنلاین با مشتریان خود و همچنین بهبود سطح رضایت آنها بسیار مفید باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Analyzing the role of utility and hedonic features in purchase intention and its effect on word-of-mouth advertising: a study based on the SOR model

نویسندگان [English]

  • Mohsen Motiei 1
  • Amir Mohammad khani 2
  • melika rezai, 3
1 Assistant Professor, Department of Technology Management and Entrepreneurship, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
2 Ph.D. Candidate, Department of Industrial Management, Faculty of Management, University of Tehran, Tehran, Iran.
3 Master's student in business management (MBA), Allameh Tabataba'i University, Tehran, Iran.
چکیده [English]

The aim of the current research is to investigate the effect of the beneficial and hedonistic features of online clothing on consumer behavior using the SOR model. The purpose of this research is to investigate the combined effects of utilitarian and hedonic characteristics on cognitive and emotional attitudes and how they play a role in influencing purchase intention and word-of-mouth (WOM) advertising. This study adopts a cross-sectional survey design and uses a comprehensive questionnaire distributed to 227 online apparel shoppers, resulting in 182 valid responses. The statistical tool used was structural equation modeling (SEM), specifically partial least squares (PLS). This study enabled the hypothesized relationships within the SOR framework to investigate whether cognitive and affective attitudes act as mediators between utilitarian/hedonic attributes and purchase intention/WOM. The results confirm that both consumers' utilitarian and hedonic characteristics significantly influence consumers' cognitive and affective attitudes, which then mediate purchase intention and word-of-mouth promotion. In retrospect, hedonic attributes have a stronger effect on affective attitudes, while utilitarian attributes mainly affect cognitive attitudes. The relationship between product attributes and consumer responses is well mediated by cognitive and affective attitudes. The insights gained from this study can be very useful for online apparel retailers in increasing online communication with their customers as well as improving their satisfaction levels. By focusing on structuring and displaying functional and enjoyable features, retailers can promote positive attitudes, resulting in increased motivation to purchase their merchandise and increased word-of-mouth advertising about it.

کلیدواژه‌ها [English]

  • Online purchase intention
  • word of mouth advertising
  • SOR model
  • fashion and clothing products

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مطالعات رفتار مصرف‌کننده
دوره 13، شماره 1
خرداد 1405
صفحه 180-215

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