تبیین تاثیر تبلیغات ویروسی بر رفتار خرید مصرف کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز

2 دانشجوی ارشد مدیریت، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز

چکیده

در دنیای رقابتی کسب و کار امروز، عوامل متعددی بر رفتار خرید مصرف کنندگان و مشتریان تاثیرگذار است. در سال‌های اخیر تبلیغات ویروسی به عنوان یکی از روش‌های کارا و اثربخش که می­تواند سبب ایجاد آگاهی، علاقه، آزمایش و پذیرش محصول شود، پدیدار­ شد. تبلیغات ویروسی از طریق انتقال داوطلبا­نه پیام تحریک­آمیز یک برند از فردی به فرد دیگر به منظور تحت تأثیر قرار­دادن یا متقا­عد­کردن بیننده پیام جهت انتقال آن به دیگران از طریق اینترنت عمل می­کند. بنابراین مهمترین هدف این تحقیق بررسی تاثیر محتوای احساسی پیام (خشم، ترس، تنفر، شادی، غم و تعجب) و اعتبار پیام تبلیغات ویروسی (قابلیت اعتماد، تخصص و جذابیت) بر رفتار خرید مصرف­کنندگان (قصد و تمایل به خرید، میزان و تکرار خرید) است. در این مطالعه 320 کاربر اینترنتی در شهر اهواز با روش نمونه­گیری در دسترس انتخاب شدند. ابزار گردآوری داده­ها پرسشنامه­های دارای روایی و پایایی بوده که ازطریق ایمیل به همراه فیلم تبلیغاتی کوتاه برای کاربران ارسال شد. نتایج حاصل از تجزیه و تحلیل داده­ها با استفاده از مدل معادلات ساختاری با نرم­افزار ایموس نشان داد که محتوای احساسی پیام (تلفن همراه) و اعتبار پیام تبلیغات ویروسی (در هرسه محصول) بر رفتار خرید مصرف­کننده به­طور مثبت و معنادار تاثیر­ می­گذارد. همچنین نتایج بیانگر تاثیر منفی و معنادار محتوای احساسی بر رفتر خرید مصرف کننده در دو محصول بیمه عمر و حشره کش الکتریکی است.

کلیدواژه‌ها

عنوان مقاله [English]

Explaining the Effect of Viral Advertising on Consumer Purchasing Behavior

نویسندگان [English]

  • Sara Mohammadi 1
  • Abdolhadi Darzianazizi 1
  • Farajallah Rahimi 1
  • Rosemina Shafieyan 2
1 Assistant Professor in Management, Faculty of Economic and Social Sciences, Shahid Chamran University of Ahvaz
2 MSc Student in Management, Faculty of Economic and Social Sciences, Shahid Chamran University of Ahvaz
چکیده [English]

In today's competitive business world, several factors influence consumers’ purchasing behavior. In recent years, viral advertising has emerged as one of the most effective and efficient methods that can create awareness and interest as well as enhance testing and product acceptance. Viral advertising operates through the voluntary transfer of a provocative message of a brand from one person to another via the Internet in order to influence or persuade the message receiver to transfer it to others. The main objective of this study is to evaluate the effect of messages with emotional contents (i.e. anger, fear, disgust, happiness, sadness and surprise) and the credibility of viral advertising (i.e. trustworthiness, expertise, attractiveness) on consumers’ shopping behavior. The study population consisted of 320 Internet users in the city of Ahvaz selected by the accessible sampling method. The data were collected through valid and reliable questionnaires sent to the Internet users by e-mail along with a short advertising video. The results of the data analysis conducted by using the structural equation model and the Amos software showed that the emotional content and the credibility of the viral advertising messages in all the three advertised products has a positive and significant impact on the purchasing behavior of the customers. Also, the results showed the negative and significant effect of emotional contents on the consumer purchasing behavior in two other products, namely life insurance and electrical insecticides.

کلیدواژه‌ها [English]

  • Message credibility
  • Viral advertising
  • Consumer purchasing behavior
  • Emotional context

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کاوش‌های مدیریت بازرگانی
دوره 10، شماره 20
بهمن 1397
صفحه 169-186

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