تاثیر ویژگیهای حسابهای اینستاگرام بر نیت و رفتار خرید با تعدیلگری رهبری عقیده
الموضوعات : مدیریت فناوری اطلاعات
محمد محمودی میمند
1
,
فربد فخرالدین
2
,
هومن امیری
3
1 - دانشگاه پیام نور
2 - دانشگاه پیام نور
3 - دانشگاه پیام نور
الکلمات المفتاحية: اینستاگرام رهبری عقیده قصد خرید رفتار خرید وفاداری خرید,
ملخص المقالة :
امروزه شاهد ظهور رهبران عقیده در شبکههای اجتماعی به ویژه اینستاگرام هستیم و آنها به تولید محتوا در حوزههای مختلف مانند مد و لباس و محصولات آرایشی که ارزش بازار بسیار بالایی در کشور ایران دارند، پرداخته و رفتار خرید مصرفکنندگان را تحت تاثیر قرار میدهند. اما مطالعات بسیار محدودی در زمینه تاثیر این حسابهای تاثیرگذار بر نیات رفتاری مصرفکنندگان انجام شده است و لذا این مطالعه از جمله پژوهشهای پیشتازی است که تاثیر ویژگیهای حسابهای اینستاگرام تاثیرگذار را بر قصد خرید و رفتار خرید حقیقی مصرفکنندگان مورد بررسی قرار میدهد. برای گردآوری داده، دنبالهروهای چهار حساب اینستاگرام تاثیرگذار پیمایش شدند که منجر به 223 مورد پاسخ قابل اتکا شد. به منظور ارزیابی روایی و پایایی مدل اندازهگیری از تحلیل عاملی تاییدی استفاده شد و روابط مدل ساختاری با استفاده از مدلسازی معادلات ساختاری به روش کمترین مربعات جزئی مورد بررسی قرار گرفتند. یافتهها نشان میدهد اصالت درکشده و کیفیت درکشده محتوای اشتراکی بر قصد خرید مصرفکنندگان تاثیرگذار است و بدین طریق منجر به رفتار خرید حقیقی و افزایش وفاداری آنها میشود درحالی که رهبری عقیده نقش معناداری در تقویت رابطه قصد خرید و رفتار خرید و همچنین وفاداری خرید ایفا نمیکند. لذا، یافتههای این پژوهش منجر به توسعه تئوری عمل منطقی شده و نشان میهد میل فرد به خرید محصول که در بستر شبکه اجتماعی شکلگرفته است، یک عامل محرک اصلی برای رفتار خرید است. همچنین دقت نظر مدیران بازاریابی در زمینه کیفیت، اصالت و نوآورانه بودن محتوای اشتراکی برای ایجاد اشتیاق خرید محصول بسیار حائز اهمیت است.
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