تبیین مؤلفههای فضای اشتراکی مجازی جمعی تجاری بر تصویر ذهنی، نگرشها و قصد خرید مشتریان | ||
| کاوشهای مدیریت بازرگانی | ||
| دوره 17، شماره 40، مرداد 1404، صفحه 22-40 اصل مقاله (877.35 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2025.22176.4482 | ||
| نویسندگان | ||
| سید محمود حسینی امیری1؛ زهرا شاهپوری* 2؛ نیلوفر شاهپوری3؛ ایمان حکیمی1 | ||
| 1استادیار گروه مدیریت بازرگانی و مدیریت فناوری اطلاعات، دانشگاه پیام نور، تهران، ایران | ||
| 2کارشناس ارشد مدیریت بازرگانی بین الملل، دانشگاه علامه امینی، مازندران، ایران | ||
| 3دانشجوی دکترای روانشناسی، گروه روانشناسی و علوم تربیتی، پردیس بین الملل خلیج فارس (قشم)، دانشگاه تهران، ایران | ||
| چکیده | ||
| این پژوهش، با هدف مطالعۀ رابطۀ بین اجزای فضای اشتراکی مجازی جمعی مانند بلاکچین، واقعیت مجازی، و هوش مصنوعی با تصویر ذهنی، نگرش به تبلیغات، نگرش به برند و قصد خرید مشتری انجام شد. از لحاظ هدف، کاربردی و از نوع توصیفی و با روش تجربی میباشد. برای جمعآوری دادهها، پرسشنامهای با 21 سؤال که روایی صوری آن با استفاده از نظر خبرگان، روایی سازۀ آن با استفاده از تحلیل عاملی تأییدی و درنهایت، روایی پایایی آن با استفاده از ابزار پایایی ترکیبی بررسی شد، استفاده گردید. نمونه تحقیق، 210نفر از مشتریان مراجعه کننده به فروشگاههای نمایندگیهای بزرگ شرکت اسنوا در شهر تهران بودند که به روش نمونهگیری در دسترس انتخاب شدند. آزمون فرضیههای پژوهش با تکنیک مدلسازی معادلات ساختاری صورت پذیرفت. یافتههای پژوهش نشان داد که قابلیتهای اجزای فضای اشتراکی مجازی جمعی بر قابلیتهای تصویر ذهنی، نگرش به تبلیغات و برند و قصد خرید مشتری تأثیر مثبت و معناداری دارند. به ویژه واقعیت مجازی و هوش مصنوعی ظرفیت بهبود اثربخشی بیشتر و سکّوی بلاکچین ظرفیت بهبود اعتماد و شفافیت در بازاریابی محصول را دارا می باشند که میتواند منجر به نگرش مثبت قوی تری نسبت به قصد خرید در بین کاربران شود. | ||
| کلیدواژهها | ||
| فضای اشتراکی مجازی جمعی؛ شبکه مجازی؛ بلاکچین؛ هوش مصنوعی؛ اثربخشی تبلیغات | ||
| عنوان مقاله [English] | ||
| Explanation of Commercial Metaverse Components on Customers' Mental image, Attitudes, and Purchase Intention | ||
| نویسندگان [English] | ||
| Seyed Mahmood Hosseini Amiri,1؛ zahra shahpori2؛ Niloofar Shahpori3؛ Iman Hakimi1 | ||
| 1Assistant Professor, department of business management & IT management, payame noor university, Tehran, Iran. | ||
| 2master of business administration, allameh amini university, mazandaran, iran, Mazandaran, Iran. | ||
| 3PhD student in psychology, Department of Psychology and Educational Sciences, Persian Gulf International Campus (Qeshm), University of Tehran, Iran. | ||
| چکیده [English] | ||
| Extended Abstract Introduction: This research conducted with the aim of studying the relationship between the components of global virtual space such as blockchain, virtual reality, and artificial intelligence and their effect on the attitude to advertisements, brand attitude, mental image, and consumer purchase decisions in emerging markets. In fact, the global virtual space is a hypothesis of the future of the Internet, which consists of decentralized and stable online 3D virtual environments. An environment that is considered as a new market in developed countries. This electronic market in virtual reality creates a new platform for both parties (buyer and seller) in a business. The performance of users and consumers in this market can be overshadowed by online advertising. The impact of virtual reality as a delivery channel is in its early stages, but it may already be influencing the way organizations and vendors plan their strategies. Creating an online store in accordance with the standards of a real store gives the consumer the feeling that he will have a safe purchase with ease. Virtual space allows consumers around the world to test and view products virtually in the shortest time, which can increase conversion rates and customer satisfaction. In addition, virtual reality offers new opportunities for advertising and branding. Virtual reality allows businesses to communicate dynamically and online with their consumers, employees and business partners in an innovative and interactive way, and allows businesses to create new models. Experience business and income generation. Methodology: In terms of purpose, it is applied, descriptive, and experimental. To collect data, a questionnaire with 21 questions was used, whose face validity was verified using expert opinion, its construct validity using factor analysis, and finally, its reliability validity using a composite reliability tool. 210 potential customers visiting major Snowa Company stores in Tehran were selected using convenience sampling, and the research hypotheses were tested using the structural equation modeling technique. Discussion and Results: The findings of the research showed that the capabilities of Farajhan components have a positive and significant effect on the capabilities of the mental image, attitude towards advertisements and brands, and the consumer's purchase intention. In virtual reality, you can design various virtual stores, from famous brands to emerging stores with innovative goods and products. In addition, advanced data analysis and interactions in metaverse environments allow companies to better understand consumer behavior and optimize their marketing and sales strategies. This platform also provides new opportunities for cooperation and technology development. In general, the virtual reality of the world helps businesses to achieve higher productivity, more innovation and better interaction with the global market. which effectively helps their growth and competitiveness in the digital era. Virtual reality and artificial intelligence have the potential to improve effectiveness and the blockchain platform has the potential to improve trust and transparency in product marketing, which can lead to a more positive attitude toward consumer purchase intent among users in an emerging market. This emerging technology affects digital consumer behavior by creating new markets and attracting comprehensive investments. The role of consumer behavior in marketing is important. Businesses must be able to talk to consumers and identify their needs and expectations. Understanding the needs of consumers in the supply of consumer goods is one of the advantages of this global environment. Because the role of consumer behavior in marketing has become very prominent in businesses today. Conclusion: Research investigated the role of metaverse virtual space components on consumer purchasing decisions in emerging markets in order to become more aware of the importance of the unknown extraterrestrial world. The high level of interaction between consumers and users and employees of a company or brand in this environment is much more dynamic than a physical space, so the speed of data transfer and the possibility of new experiences can give business owners more knowledge in understanding consumer behavior. The coordination of marketing in the metaverse and the real world effectively helps to advance business marketing goals. Subtle advertising is one of the keys to increasing business prosperity in the metaverse world. Using the power of virtual reality, brands can create immersive experiences that engage consumers, build stronger relationships, and increase sales. The findings show that the use of this innovative technology can cause the development and growth of small economies and emerging brands with the lowest cost and the highest profitability. At the same time, it speeds up the speed and accuracy and the amount of time spent on the purchasing decision process in the consumer. | ||
| کلیدواژهها [English] | ||
| Metaverse, Virtual Network, Blockchain, Artificial Intelligence, Advertising Effectiveness | ||
| مراجع | ||
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