تاثیر نویزهای محیطی بر قصد خرید مصرف کننده در بازاریابی رسانه های اجتماعی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
با توجه به اینکه شناخت تمایل به خرید و مصرف شرطی مهم و اساسی در رونق کسب وکارها و بنگاه های اقتصادی است، هدف این پژوهش بررسی تاثیر نویزهای محیطی، همانند: نوع و ارزش محصول، محتوا و نحوه طراحی پیام بر قصد و رفتار خرید مشتریان در بازاریابی رسانه های اجتماعی می باشد. این تحقیق از بعد هدف کاربردی بوده و از لحاظ رویکرد تحقیق ابتدا کیفی و پس از آن کمی و دارای استراتژی توصیفی پیمایشی می باشد. جامعه آماری این تحقیق شامل کلیه ی مشتریان فروشگاه های مواد غذایی تهران بوده و نمونه آماری این تحقیق شامل 384 نفر از مشتریانی بوده است که در زمان انجام تحقیق قصد خرید مواد غذایی از فروشگاه داشتند. ابزار گردآوری داده ها پرسشنامه می باشد و برای تجزیه و تحلیل داده ها از مدل معادلات ساختاری با نرم افزار Smart PLS استفاده شد. نتایج این تحقیق نشان می دهد که نویزهای محیطی، همانند: نوع و ارزش محصول، محتوا و نحوه طراحی پیام اثر مثبت و معناداری بر رفتار مصرف کننده دارند، همچنین متغیرهای محتوا و نحوه طراحی پیام، نوع و ارزش محصول اثر مثبت و معناداری بر قصد خرید دارند ولی برخلاف تحقیقات انجام یافته متغیر پیام های ترغیب کننده اثر منفی بر قصد خرید دارد. رفتار مصرف کننده نیز اثر مثبت و معناداری بر قصد خرید دارد. نقش میانجی متغیر رفتار مصرف کننده برای روابط نوع و ارزش محصول و محتوا و نحوه طراحی پیام با قصد خرید مشتریان مورد تایید قرار گرفت.The impact of environmental noise in social media marketing
Introduction
Consumer behavior has been one of the most important topics of attention of marketing researchers in recent decades. The variety and variety of consumer behavior is due to the variety of factors affecting individual behavior and individual motivation to buy. In the new business, Internet marketing is considered an important part of the marketing activities of any business name. In fact, with the emergence of virtual organizations, Internet marketing has become a basic need for the possibility of movement and continued development. One of the communication tools in today's business world is social media. Considering that the existence of marketing is dependent on the environment, this research has been conducted with the aim of how environmental noise affects the consumer's purchase intention in social media marketing. Considering that in the last three years, the desire of consumers to buy from social networks has increased in the conditions of the Covid pandemic, and since marketers are looking to shape the consumer's decision in a dynamic and competitive environment, and considering the increase and variety of advertisements and the ever-increasing progress The methods of presenting and introducing products in social media marketing systems, the main problem of this research can be expressed as follows: How will marketing signals be effective in the social media environment? What factors affect the intention of customers to buy food in the social media environment? Which environmental factors affect consumer behavior in social media space?
Methodology
This research is practical in terms of its objective, and in terms of the quantitative research approach, it has a descriptive survey strategy. The statistical population of this research includes all the customers of food stores in Tehran, and the statistical sample of this research includes 302 customers who were planning to buy food from the store at the time of the research. The data collection tool is a questionnaire and a structural equation model with Smart PLS software was used for data analysis. The results of this research show that the variables of persuasive message signals, the type and value of the product, and the content and the way the message is designed have a positive and significant effect on consumer behavior, as well as the variables of the content and the way the message is designed and the type and value of the product have a positive and significant effect on purchase intention, but contrary to the conducted research, the variable of persuasive messages has a negative effect on the purchase intention.
Results and Discussion
Purchase intention shows the probability of customers buying, according to Schiffman and Canuck, the decision to buy a product (purchase intention) largely depends on the value of the product and the recommendation of other consumers. For example, when a product is shared in the social space, users share and discuss the features of that product, and the positive or negative points presented about that product lead to the intention to buy or not to buy that product. Social media are increasingly accessible to everyone and such media are used at all times and places. These media have emerged as a digital communication channel through which consumers can purchase their desired brands and they evaluate them and through these media, they share their information with others and communicate with brands (a significant percentage of people transmit information to others through social media. Also, social media is one of the channels It has been reported that consumers receive information about the goods or services they need in order to make a final purchase through these social media; therefore, companies are trying to understand the purchase intention, drivers, and also the effect of social media on these factors. Considering that knowledge of purchase intention and consumption is an important and fundamental condition for the prosperity of businesses and economic enterprises, the purpose of this research is to investigate the effect of persuasive message signals, the type and value of the product, the content and the way the message is designed on the intention and the buying behavior of customers is evaluated by evaluating the mediating effect of consumer behavior in social media marketing.
Conclusion
Consumer behavior also has a positive and significant effect on purchase intention. The mediating role of consumer behavior variable was confirmed for the relationship between the type and value of product and content and message design with customers' purchase intention.
It is very difficult to measure consumer behavior according to cultural and religious patterns. Due to the economic situation and the increase in prices, most consumers prioritize economic savings over other factors. In this regard, it is suggested that researchers investigate the impact of pricing methods on consumer behavior in social media marketing in future research.
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