تبیین تاثیر تبلیغات ویروسی بر رفتار خرید مصرف کننده | ||
| کاوشهای مدیریت بازرگانی | ||
| مقاله 9، دوره 10، شماره 20، بهمن 1397، صفحه 169-186 اصل مقاله (1.21 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.29252/bar.2019.1325 | ||
| نویسندگان | ||
| سارا محمدی* 1؛ عبدالهادی درزیان عزیزی1؛ فرج الله رحیمی1؛ رزمینا شفیعیان2 | ||
| 1استادیار گروه مدیریت، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز | ||
| 2دانشجوی ارشد مدیریت، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز | ||
| چکیده | ||
| در دنیای رقابتی کسب و کار امروز، عوامل متعددی بر رفتار خرید مصرف کنندگان و مشتریان تاثیرگذار است. در سالهای اخیر تبلیغات ویروسی به عنوان یکی از روشهای کارا و اثربخش که میتواند سبب ایجاد آگاهی، علاقه، آزمایش و پذیرش محصول شود، پدیدار شد. تبلیغات ویروسی از طریق انتقال داوطلبانه پیام تحریکآمیز یک برند از فردی به فرد دیگر به منظور تحت تأثیر قراردادن یا متقاعدکردن بیننده پیام جهت انتقال آن به دیگران از طریق اینترنت عمل میکند. بنابراین مهمترین هدف این تحقیق بررسی تاثیر محتوای احساسی پیام (خشم، ترس، تنفر، شادی، غم و تعجب) و اعتبار پیام تبلیغات ویروسی (قابلیت اعتماد، تخصص و جذابیت) بر رفتار خرید مصرفکنندگان (قصد و تمایل به خرید، میزان و تکرار خرید) است. در این مطالعه 320 کاربر اینترنتی در شهر اهواز با روش نمونهگیری در دسترس انتخاب شدند. ابزار گردآوری دادهها پرسشنامههای دارای روایی و پایایی بوده که ازطریق ایمیل به همراه فیلم تبلیغاتی کوتاه برای کاربران ارسال شد. نتایج حاصل از تجزیه و تحلیل دادهها با استفاده از مدل معادلات ساختاری با نرمافزار ایموس نشان داد که محتوای احساسی پیام (تلفن همراه) و اعتبار پیام تبلیغات ویروسی (در هرسه محصول) بر رفتار خرید مصرفکننده بهطور مثبت و معنادار تاثیر میگذارد. همچنین نتایج بیانگر تاثیر منفی و معنادار محتوای احساسی بر رفتر خرید مصرف کننده در دو محصول بیمه عمر و حشره کش الکتریکی است. | ||
| کلیدواژهها | ||
| اعتبار پیام؛ تبلیغات ویروسی؛ رفتار خرید مصرف کننده؛ محتوای احساسی | ||
| عنوان مقاله [English] | ||
| Explaining the Effect of Viral Advertising on Consumer Purchasing Behavior | ||
| نویسندگان [English] | ||
| Sara Mohammadi1؛ Abdolhadi Darzianazizi1؛ Farajallah Rahimi1؛ Rosemina Shafieyan2 | ||
| 1Assistant Professor in Management, Faculty of Economic and Social Sciences, Shahid Chamran University of Ahvaz | ||
| 2MSc Student in Management, Faculty of Economic and Social Sciences, Shahid Chamran University of Ahvaz | ||
| چکیده [English] | ||
| In today's competitive business world, several factors influence consumers’ purchasing behavior. In recent years, viral advertising has emerged as one of the most effective and efficient methods that can create awareness and interest as well as enhance testing and product acceptance. Viral advertising operates through the voluntary transfer of a provocative message of a brand from one person to another via the Internet in order to influence or persuade the message receiver to transfer it to others. The main objective of this study is to evaluate the effect of messages with emotional contents (i.e. anger, fear, disgust, happiness, sadness and surprise) and the credibility of viral advertising (i.e. trustworthiness, expertise, attractiveness) on consumers’ shopping behavior. The study population consisted of 320 Internet users in the city of Ahvaz selected by the accessible sampling method. The data were collected through valid and reliable questionnaires sent to the Internet users by e-mail along with a short advertising video. The results of the data analysis conducted by using the structural equation model and the Amos software showed that the emotional content and the credibility of the viral advertising messages in all the three advertised products has a positive and significant impact on the purchasing behavior of the customers. Also, the results showed the negative and significant effect of emotional contents on the consumer purchasing behavior in two other products, namely life insurance and electrical insecticides. | ||
| کلیدواژهها [English] | ||
| Message credibility, Viral advertising, Consumer purchasing behavior, Emotional context | ||
| مراجع | ||
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