تاثیر تاییدکننده مشهور بر قصد خرید مصرفکننده با نگرش به تبلیغ و برند | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 14، دوره 12، شماره 24، اسفند 1399، صفحه 347-368 اصل مقاله (675.82 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2021.1591 | ||
| نویسندگان | ||
| فاطمه زاهدی1؛ مجید اسماعیل پور* 2؛ منیژه بحرینی زاد3 | ||
| 1دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایران | ||
| 2دانشیار گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایران | ||
| 3دانشیار گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه خلیج فارس، بوشهر، ایران | ||
| چکیده | ||
| قصد خرید یکی از مراحل تصمیمگیری خرید است و علت رفتاری مصرفکننده برای خرید یـک برند خاص را نشان میدهد. قصد خرید مصرفکنندگان، از نگرش به تبلیغ و نگرش به برند سرچشمه میگیرد. به همین دلیل امروزه شرکتها در تلاش هستند تا با استفاده از تاییدکنندگان مشهور در تبلیغات، سبب اثرگذاری مثبت بر نگرش به تبلیغ و نگرش به برند شوند و به دنبال آن قصد خرید در مصرفکنندگان را افزایش دهند. هدف این پژوهش تبیین بررسی تاثیر تاییدکننده مشهور بر قصد خرید مصرفکننده با میانجیگری نگرش به تبلیغ و نگرش به برند است. پژوهش حاضر از حیث هدف یک پژوهش کاربردی و از حیث نحوه گردآوری دادهها یک پژوهش توصیفی- پیمایشی و از نوع همبستگی است. جامعه آماری پژوهش را مصرفکنندگان شامپو کلییر مردانه در شهر بوشهر تشکیل میدهند. حجم نمونه 388 نفر تخمین زده شد که در این راستا از روش نمونهگیری غیرتصادفی در دسترس و ابزار گردآوری دادهها، پرسشنامه است. در آزمون فرضیات پژوهش از مدلسازی معادلات ساختاری به کمک نرم افزار اسمارت پی ال اس، استفاده شد. مطابق یافتههای پژوهش استفاده از تاییدکننده مشهور در تبلیغات بر نگرش به تبلیغ و نگرش به برند تاثیر و همچنین نگرش به تبلیغ و نگرش به برند بر قصد خرید مصرفکننده تاثیر مثبت و معناداری می گذارد. همچنین تاییدکننده مشهور از طریق نگرش به تبلیغ و نگرش به برند بر قصد خرید مصرفکننده تاثیر مثبت و معناداری میگذارد. شرکتها باید جهت افزایش قصد خرید مصرفکنندگان سعی در ایجاد نگرشی مطلوب نسبت به تبلیغ و نسبت به برند در اذهان مصرفکنندگان داشته باشند. | ||
| کلیدواژه‌ها | ||
| تاییدکننده مشهور؛ قصد خرید مصرفکننده؛ نگرش به تبلیغ؛ نگرش به برند | ||
| عنوان مقاله [English] | ||
| Investigating the Iimpact of Celebrity Endorsement on Consumer’s Purchase Intention by Mediating Attitudes toward the Advertising and Brand Attitudes | ||
| نویسندگان [English] | ||
| Fatemeh Zahedi1؛ Majid Esmaeilpour2؛ Manizheh Bahrainizad3 | ||
| 1Master Student, Persian Gulf University, Bushehr, Iran | ||
| 2Associate Professor, Persian Gulf University, Bushehr, Iran | ||
| 3Associate Professor, Persian Gulf University, Bushehr, Iran | ||
| چکیده [English] | ||
| The purchase intention is one of the stages buying decisions and shows the consumer's behavior to purchase a particular brand. The consumer’s purchase intention comes from attitudes toward the advertising and brand attitudes. For this reason, today, companies are trying to use celebrity endorsement advertisers to positively influence the attitudes toward the advertising and brand attitudes and subsequently increase purchase intention. The main purpose of this research is to explain the impact of celebrity endorsement on the consumer's purchase intention by mediating attitudes toward the advertising and brand attitudes. Therefore, in this research, the impact of celebrity endorsement on the consumer's purchase intention through the mediators of the attitude toward advertising and brand attitudes has been investigated.This study is an operational research in term of the purpose and in term of the type of collecting data is a descriptive-survey as a correlation type. The statistical population of the study consisted of male clear shampoo users in Bushehr. The sample size was estimated at 388 people. In this regard non- random available sample was used. Moreover, structural equation modeling was used to analyze the obtained data via smart PLS software. The findings of this research show that the use of celebrity endorsement in advertising has a positive and significant effect on the attitude toward advertising and brand attitudes. Also, the attitude toward advertising and brand attitudes has a positive and significant effect on the purchasing intention. Also, the celebrity endorser has a positive and significant effect on the purchasing intention through attitude toward advertising and brand attitudes. Therefore, companies must try to create a favorable attitude towards advertising and brand in the minds of consumers in order to increase the purchasing intention. | ||
| کلیدواژه‌ها [English] | ||
| Celebrity Endorsement, Purchase Intention, Advertising Attitude, Brand Attitude | ||
| مراجع | ||
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