تاثیر ویژگیهای حسابهای اینستاگرام بر نیت و رفتار خرید با تعدیلگری رهبری عقیده
محورهای موضوعی : 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
کلید واژه: اینستاگرام رهبری عقیده قصد خرید رفتار خرید وفاداری خرید ,
چکیده مقاله :
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.
Influencers and opinion leaders have markedly emerged across social networks, particularly on Instagram and they are influencing consumers’ purchase behavior in various sectors, such as fashion and cosmetics which have noticeable market value in Iran. However, there are scant empirical studies regarding the effects of influencers’ account characteristics on consumers’ purchase intentions; thus, this research is among the pioneers to empirically analyze the effect of influencers’ account characteristics on consumers’ purchase intention and behavior. For data collection, an online questionnaire was employed and surveying the followers of four Instagram influencers resulted in 223 complete and usable responses. In order to ensure the validity and reliability of the measurement model, confirmatory factor analysis (CFA) was used and the paths in the structural model were analyzed through partial least squares structural equations modelling (PLS-SEM). The findings reveal that perceived originality and quality of the contents posted by Instagram influencers not only affect consumers’ purchase intention, but also indirectly affect their purchase behavior and loyalty; however, the opinion leadership doesn’t significantly moderate the relationship between purchase intention and purchase behavior and loyalty. Therefore, the findings empirically support and develop the theory of reasoned action and show that the desire to purchase a product that is formed in the context of the social network is a primary factor stimulating purchase behavior. In addition, Marketers need to be aware of the importance of quality, originality and novelty of Instagram posts to stimulate consumers’ purchase intention.
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