رفتارشناسی بازاریابی ویروسی

نوع مقاله : مقاله پژوهشی

نویسندگان

دانشیار گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه محقق اردبیلی

10.29252/bar.2020.8252.2254

چکیده

در این پژوهش تلاش شده است تا با اتخاذ رویکرد جامع و بر اساس مدل‌های رفتار برنامه‌ریزی شده، پذیرش فناوری و پالکا، عوامل موثر بر نگرش، تمایل و رفتار بازاریابی ویروسی با موبایل در بین مصرف‌‌کنندگان جوان در شهر اردبیل شناسایی گردد. جامعه آماری شامل دانشجویان دانشگاه‌های دولتی و غیر دولتی شهر اردبیل در نظر گرفته شد و با توجه به نامحدود بودن جامعه در نهایت 384 پرسشنامه استاندارد در بین دانشجویان توزیع گردید. داده‌ها بر اساس مدل معادلات ساختاری و با بکارگیری نرم افزار آموس تجزیه و تحلیل شد. نتایج نشان داد که هزینه‌ها و لذت درک شده بر نگرش مصرف‌ کنندگان جوان نسبت به بازاریابی موبایل با ویروس تاثیرگذار بوده است. هنجارهای ذهنی، سهولت در استفاده و مطلوبیت درک شده توانسته‌اند بر تمایل مصرف‌‌‌کنندگان جوان نسبت به بازاریابی ویروسی با موبایل تاثیر داشته باشند. نهایتا مشخص گردید که تمایل مصرف کنندگان جوان می‌تواند به توسعه رفتار بازاریابی ویروسی با موبایل در بین آنها کمک نماید.

کلیدواژه‌ها


عنوان مقاله [English]

Recognizing Behavior of Viral Marketing

نویسندگان [English]

  • Bagher Asgarnezhad Nouri
  • Mohammad Bashokouh
Associate Professor of Department of Business Administration, Faculty of Literature and Humanities, University of Mohaghegh Ardabili
چکیده [English]

Adopting a comprehensive approach based on the models of planned behavior, technology adoption and Palka, this research is an attempt to identify the factors affecting the attitude, intention and behavior of mobile viral marketing among young consumers in the city of Ardabil. The population of the study consisted of all students of public and nonpublic universities in Ardabil that, according to the unlimited population, finally 384 standard questionnaires were distributed among students as the sample of the research. Data were analyzed based on the structural equation modeling with use of SPSS and Amos software. The results showed that perceived costs and perceived enjoyment affect Iranian young consumers’ attitudes towards mobile viral marketing. Moreover, Subjective norms, perceived ease of use and perceived utility affect Iranian young consumers’ intention toward mobile viral marketing. Finally, results indicate that Iranian young consumers’ intention could help to development of mobile viral marketing behavior among them.

کلیدواژه‌ها [English]

  • Marketing Communications
  • Mobile Viral Marketing
  • Technology Acceptance Model
  • Theory of Planned Behavior
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