مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

ارزیابی اثربخشی طراحی خدمات تبلیغات از طریق رسانه های اجتماعی بر رفتار خرید فوری کاربران پلتفرم فروشگاه الکترونیکی دیجی کالا

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
1 عضو هیأت علمی دانشکده طراحی دانشگاه هنر اسلامی تبریز، تبریز، ایران.
2 کارشناس ارشد رشته طراحی صنعتی دانشکده طراحی دانشگاه هنر اسلامی تبریز، تبریز، ایران.
چکیده
هدف: پژوهش حاضر با تمرکز بر تحلیل دقیق و نظام‌مند تأثیر ویژگی‌های تبلیغات در رسانه‌های اجتماعی، به بررسی نقش این نوع تبلیغات در تحریک رفتار خرید آنی کاربران پرداخته است. هدف اصلی پژوهش، تبیین تأثیر متغیرهای کلیدی برآمده از چارچوب‌های نظری رفتار مصرف‌کننده و فناوری اطلاعات، از جمله انتظار از عملکرد، انگیزش‌های لذت‌جویانه، عادت، تعامل، ارزش اطلاعاتی ادراک‌شده و ادراک از ارتباط بر تصمیم‌گیری خرید آنی است. این متغیرها به‌عنوان ابعاد مؤثر تبلیغات رسانه‌های اجتماعی در تحریک پاسخ‌های احساسی و رفتاری کاربران شناسایی شده‌اند.

روش: در بخش روش‌شناسی، این تحقیق به شیوه‌ای کمی و با استفاده از طرح پیمایشی انجام شده است. جامعه آماری، شامل خریداران فروشگاه اینترنتی دیجی‌کالا به‌عنوان یکی از بزرگ‌ترین پلتفرم‌های تجارت الکترونیک در ایران است که تجربه خرید آنلاین را در بستر دیجیتال تجربه کرده‌اند. با اتکا به فرمول کوکران برای جوامع نامحدود، حجم نمونه ۳۸۴ نفر تعیین گردید و نمونه‌گیری به‌صورت تصادفی ساده انجام شد. ابزار گردآوری داده‌ها، پرسشنامه‌ای با ساختار استاندارد و با طیف پنج‌درجه‌ای لیکرت بود که متناسب با متغیرهای پژوهش طراحی شد. برای سنجش روایی، از اعتبار محتوایی و صوری بهره گرفته شد و پایایی ابزار از طریق محاسبه آلفای کرونباخ مورد تأیید قرار گرفت؛ کلیه ضرایب بزرگ‌تر از 0.7 گزارش شدند که حاکی از انسجام و قابلیت اعتماد مناسب ابزار است.

یافته‌ها: نتایج نشان داد که تمامی مقادیر p در سطح معناداری کمتر از 0.05 قرار دارند و مقادیر t در تمامی متغیرها بیش از 1.645 بوده‌اند. این یافته‌ها به‌طور قاطعانه فرضیات تحقیق را در سطح اطمینان ۹۵ درصد تأیید می‌کند و نشان می‌دهد که هر یک از متغیرهای مورد بررسی دارای تأثیر مثبت و معناداری بر خرید آنی کاربران هستند.

نتیجه‌گیری: به‌کارگیری صحیح عناصر تعاملی، برانگیختن انگیزه‌های هیجانی، و ارائه اطلاعات معتبر و مرتبط، نقش کلیدی در موفقیت کمپین‌های بازاریابی اجتماعی دارد. بر این اساس، توصیه می‌شود که کسب‌وکارهای فعال در فضای دیجیتال، استراتژی‌های تبلیغاتی خود را مبتنی بر عوامل روانشناختی و تعاملی تدوین نموده و از طریق طراحی پیام‌های شخصی‌سازی‌شده، بر افزایش تأثیرگذاری تبلیغات خود بیفزایند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Evaluating the effectiveness service design of social media advertising on users' impulse buying behavior in Digi Kala e-commerce platform

نویسندگان English

Seyed Ali Faregh 1
Fatemeh Bohli Bohl 2
1 Faculty of Design, Tabriz Islamic Art University, Tabriz, Iran.
2 MSc. in Industrial Design,, Faculty of Design, Tabriz Islamic Art University, Tabriz, Iran.
چکیده English

Objective: The present study focuses on a detailed and systematic analysis of the impact of advertising features on social media to investigate the role of this type of advertising in stimulating users' impulse buying behavior. The main objective of the study is to explain the impact of key variables derived from theoretical frameworks of consumer behavior and information technology, including performance expectations, hedonic motivations, habit, interaction, perceived information value, and perception of relevance, on impulse buying decisions. These variables have been identified as effective dimensions of social media advertising in stimulating users' emotional and behavioral responses.

Method: In the methodological section, this study was conducted in a quantitative manner using a survey design. The statistical population includes buyers of the Digikala online store, one of the largest e-commerce platforms in Iran, who have experienced online shopping in a digital context. Relying on the Cochran formula for unlimited communities, the sample size was determined to be 384 people and the sampling was carried out using simple random sampling. The data collection tool was a questionnaire with a standard structure and a five-point Likert scale that was designed to suit the research variables. To measure validity, content and face validity were used, and the reliability of the tool was confirmed by calculating Cronbach's alpha; all coefficients greater than 0.7 were reported, indicating the appropriate consistency and reliability of the tool.

Findings: The results showed that all p values ​​were at a significance level of less than 0.05 and t values ​​in all variables were more than 1.645. These findings strongly confirm the research hypotheses at a 95% confidence level and indicate that each of the variables under study has a positive and significant effect on users' impulse purchases.

Conclusion: The correct use of interactive elements, arousing emotional motives, and providing valid and relevant information play a key role in the success of social marketing campaigns. Accordingly, it is recommended that businesses active in the digital space develop their advertising strategies based on psychological and interactive factors and increase the effectiveness of their advertising by designing personalized messages.

کلیدواژه‌ها English

consumer behavior
impulse buying
marketing
social media advertising
structural equation modeling
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  • تاریخ دریافت 05 خرداد 1404
  • تاریخ بازنگری 07 خرداد 1404
  • تاریخ پذیرش 18 خرداد 1404