تأثیر شاخص های تبلیغات اینستاگرامی در پاسخ رفتاری آنی و پنهان مصرف کنندگان محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه کردستان، گروه علوم ورزشی،ایران، سنندج.

2 کارشناس ارشد مدیریت ورزشی، دانشگاه کردستان، گروه علوم ورزشی،ایران، سنندج.

3 استاد مدیریت ورزشی، دانشگاه کردستان، گروه علوم ورزشی،ایران، سنندج.

4 دانشجوی دکتری مدیریت ورزشی، دانشگاه تربیت مدرس، گروه علوم ورزشی،ایران، تهران.

چکیده

هدف از این پژوهش بررسی اثر شاخص‌های تبلیغات اینستاگرامی در پاسخ رفتاری آنی و پنهان مصرف‌کنندگان محصولات ورزشی می‌باشد. جامعه آماری این پژوهش متشکل از مصرف‌کنندگان محصولات ورزشی در بازار منیریه تهران می‌باشند که از اینستاگرام استفاده می‌کنند. برای انتخاب نمونه از نمونه‌گیری دردسترس استفاده و تعداد 341پرسشنامه جمع‌آوری شد. تجزیه‌و‌تحلیل داده‌ها با استفاده از نرم‌افزار اسمارت‌ پی‌ال‌اس انجام گرفت. یافته‌ها نشان داد که شاخص تمایل با 0/32بیشترین اثرگذاری را روی پاسخ‌های رفتاری آنی داشت و به ترتیب دانش با 0/24، آگاهی 0/216و مجاب کردن 0/156 بر پاسخ‌های رفتاری اثرگذار بودند این در حالی بود که مجاب کردن با 0/284 بیشترین اثرگذاری را بر روی پاسخ های رفتاری پنهان داشت و به ترتیب آگاهی با 0/268، تمایل با 0/244و دانش با 0/22 بر روی پاسخ‌های رفتاری پنهان اثرگذار بودند. بیان مزیت‌ها، ارزش افزوده، منافع بالقوه خرید محصول در تبلیغات اینستاگرامی و نمایش مصرف کالا بوسیله افراد مشهور مانند قهرمانان و هنرمندان در تبلیغ کالاهای ورزشی در اینستاگرام، در افزایش تمایل و مجاب کردن مصرف‌کننده به خرید مؤثر بوده و وجود خلاقیت در تبلیغات می‌تواند بر اثرگذاری این رابطه مؤثر باشد. ﺗﻌﺎﻣﻞ و درﮔﯿﺮی از ﻃﺮﯾﻖ رﺳﺎﻧﻪﻫﺎی اﺟﺘﻤﺎﻋﯽ ﺗﺎ ﺣﺪ زﯾﺎدی روﻧﺪ اﯾﺠﺎد رواﺑﻂ ﺻﻤﯿﻤﯽ ﭘﺎﯾﺪار را ﺑﯿﻦ شرکت و محصولات آن و ﻣﺸﺘﺮﯾﺎن ﺧﻮد ﺗﺴﻬﯿل کرده و باعث بروز رفتارهای آنی و پنهان مثبت مانند انتقال اطلاعات و پست‌های مورد نظر و تعامل و در نهایت خرید مصرف‌کننده می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Instagram Advertising Indices on the Immediate and Hidden Behavioral Response of Sporting Goods Consumers

نویسندگان [English]

  • Hossein Mansouri 1
  • Moslem Gholami 2
  • Saeed Sadeghi Boroujerdi 3
  • Meysam Sadeghi 4
1 Ph.D. Student in Sports Management, Department of Sport Sciences, Kurdistan University, Sanandaj, Iran
2 M. A. in Sports Management, Department of Sport Sciences, Kurdistan University, Sanandaj, Iran
3 Professor in Sports Management, Department of Sport Sciences, Kurdistan University, Sanandaj, Iran
4 Ph.D. Student in Sports Management, Department of Sport Sciences, Tarbiat Modares University, Tehran, Iran
چکیده [English]

 The purpose of this study was to investigate the effect of Instagram advertising indices on the immediate and hidden behavioral response of sporting consumers. The statistical population of this study consists of consumers of sporting goods in Tehran Monirieh market who areusing Instagram. 341 questionnaires were used. Data analysis was performed using Smart-PLS software. The results showed that tendency index with 0.32 had the most effect on immediate behavioral responses and knowledge with 0.24, awareness with 0.216 and persuasion with 0.156 had the most effect on behavioral responses, while persuading with 0.284 had the most effect on hidden behavioral responses and awareness with 0.268, tendency with 0.244 and knowledge with 0.22 had effect on hidden behavioral responses, respectively. Expressing the benefits, added value, potential benefits of purchasing a product on Instagram and displaying product consumption by celebrities, such as heroes and artists, promotes sports marketing on Instagram, enhancing consumer interest and persuading consumers to shop and creativity in advertising can affect this relationship. Interacting and engaging through social media greatly facilitates the process of creating a stable intimate relationships between the company, its products and customers and it causes immediate and hidden positive behaviors such as transferring information and posts, interacting, and ultimately it leads to consumer purchasing behavior

کلیدواژه‌ها [English]

  • Instant Shopping
  • Intent to Purchase
  • Instagram Advertising
  • Behavioral Responses

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  • تاریخ دریافت: 10 اسفند 1398
  • تاریخ بازنگری: 24 اسفند 1398
  • تاریخ پذیرش: 24 فروردین 1399

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