تأثیر رسانه‌های اجتماعی بر فرایند به‌کارگیری اپلیکیشن‌های خرید واقعیت افزوده توسط مشتریان محصولات ورزشی در کشور ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی‌ارشد مدیریت بازاریابی در ورزش، دانشکده علوم ورزشی و تندرستی، دانشگاه شهید بهشتی، تهران، ایران.

2 استادیار مدیریت ورزشی، گروه مدیریت ورزشی و رسانه، دانشکده علوم ورزشی و تندرستی، دانشگاه شهید بهشتی، تهران، ایران.

چکیده

در مطالعه حاضر برای توضیح رفتار مصرف‌کنندگان محصولات ورزشی از طریق اپلیکیشن‌های خرید واقعیت افزوده که در رسانه‌های اجتماعی با آن آشنا شده بودند، از مدل AIDA (توجه، علاقه، میل و قصد رفتاری) و TAM (مدل پذیرش فناوری) استفاده شد؛ بنابراین هدف پژوهش، تأثیر رسانه‌های اجتماعی بر فرایند به‌کارگیری اپلیکیشن‌های خرید واقعیت افزوده توسط مشتریان محصولات ورزشی با تأکید بر مدل آیدا و مدل پذیرش فناوری بود. پژوهش حاضر از حیث ماهیت از دسته پژوهش‌های توصیفی از نوع همبستگی بود. جامعه آماری، مشتریان محصولات ورزشی بودند که از طریق رسانه‌های اجتماعی با اپلیکیشن‌های خرید واقعیت افزوده آشنا شده بودند و حداقل یک‌بار تجربه استفاده از اپلیکیشن‌های خرید واقعیت افزوده را برای خرید محصولات ورزشی داشتند. تعداد 384 مشارکت‌کننده به‌صورت دردسترس از کاربرانی انتخاب شدند که از طریق شبکه‌های اجتماعی (تلگرام و اینستاگرام) با اپلیکیشن‌های خرید واقعیت افزوده آشنا بودند و تجربه استفاده از برنامه‌های خرید واقعیت افزوده را داشتند. ابزار اندازه‌گیری شامل پرسش‌نامه مدل AIDA و TAM بود. برای تجزیه‌وتحلیل داده‌ها و سنجش اثر‌بخشی مستقیم و غیرمستقیم متغیرها، از مدل‌سازی معادلات ساختاری در نرم‌افزار PLS4 بهره گرفته شد. یافته‌ها نشان داد که توجه و علاقه بر باورهای رفتاری در مدل پذیرش فناوری تأثیر مثبت و معناداری می‌گذارد؛ بنابراین می‌توان نتیجه گرفت که رسانه‌های اجتماعی به‌عنوان یک عنصر بیرونی در فرایند پذیرش اپلیکیشن‌های خرید واقعیت افزوده عمل می‌کنند که با تأثیر مثبت بر نگرش کاربران به پذیرش فناوری جدید، نقشی واسطه‌ای را در ایجاد میل به استفاده از پلیکیشن‌ها را ترویج می‌کنند. تبلیغ اپلیکیشن‌های خرید واقعیت افزوده در شبکه‌های اجتماعی می‌تواند فرایند آشنایی تا به‌کارگیری این اپلیکیشن‌ها را تسهیل بخشد. شرکت‌های تحقیق و توسعه در ایران می‌توانند با اضافه‌کردن گزینه‌های متنوع ورزشی به منوی محصولات اپلیکیشن‌های خرید واقعیت افزوده، توجه ‌کاربران را به استفاده از این پلتفرم‌ها سوق دهند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The impact of social media on the process of using augmented reality shopping applications by customers of sports products in Iran

نویسندگان [English]

  • Rezgar Pourmarouf 1
  • Ali Afrouzeh 2
  • Mohammad Pourkiani 2
1 Msc Student, Department of Marketing Management in Sport, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran.
2 Assistant Professor, Department of Sport and Media Management, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran.
چکیده [English]

In this study, the AIDA model (attention, interest, desire, and behavioral action) and TAM (technology acceptance model) were used to explain the behavior of consumers of sports products through augmented reality shopping applications familiar on social media. Thus, the present study aimed to investigate the impact of social media on the process of using augmented reality shopping applications by customers of sports products emphasizing the AIDA and the TAM models. The present study was descriptive and correlational in terms of nature. Convenience sampling was used. The samples were selected among those who were familiar with augmented reality shopping applications through social networks and had experience using augmented reality shopping applications. AIDA and TAM model questionnaires were used as research tools. To analyze the data and assess the direct and indirect effects of variables, structural equation modeling was used in PLS4 software. The results revealed that attention and interest have a positive and significant impact on behavioral beliefs in the technology acceptance model. Thus, it can be concluded that social media acts as an external element in the process of accepting augmented reality shopping applications. It promotes a mediating role in creating the desire to use applications by positively affecting users' attitudes toward accepting new technology. The promotion of augmented reality shopping applications in social networks can facilitate the process of familiarity with using these applications. Research and development companies in Iran can draw the attention of users toward the use of these platforms by adding various sports options to the product menu of augmented reality shopping applications.

کلیدواژه‌ها [English]

  • Sports Products
  • Augmented Reality Shopping Applications
  • AIDA Model
  • Technology Acceptance Model (TAM)
  • Social Media

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مدیریت ارتباطات در رسانه های ورزشی
دوره 12، شماره 3 - شماره پیاپی 47
اردیبهشت 1404
صفحه 131-152

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  • تاریخ دریافت: 29 اسفند 1402
  • تاریخ بازنگری: 10 خرداد 1403
  • تاریخ پذیرش: 22 خرداد 1403

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