تاثیر محتوای تولید شده کاربران و جستجوی خرید برندهای پوشاک بر قصد وفاداری در شبکه اجتماعی اینستاگرام
محورهای موضوعی : مدیریت دانشمنیژه حقیقی نسب 1 * , محیا وطن پرست 2 , نرگس هاشمی 3
1 - الزهرا
2 - دانشگاه الزهرا- تهران
3 - دانشگاه الزهرا - تهران
کلید واژه: کلمات کلیدی: شبکه¬, های اجتماعی, جستجوی خرید آنلاین, قصد وفاداری برند, اعتماد, محتوای تولید شده کاربر,
چکیده مقاله :
علیرغم فرصت های جدیدی که شبکه های اجتماعی برای شرکت ها و برندها فراهم کرده اند، هنوز درک کمی از این که چگونه محتویات تولید شده توسط کاربر و بررسی های مرتبط با خرید از طریق اینستاگرام بر قصد وفاداری برند در صنعت پوشاک تاثیر می گذارد، وجود دارد. هدف پژوهش حاضر، ارائه یک مدل مفهومی برای بررسی تاثیر اعتماد مشتریان بر قصد وفاداری برند با تمایل آنان به استفاده از صفحات اینستاگرام برندها برای جستجوهای مرتبط با خرید و سه نوع مختلف توصیه های دوستان، حمایت اطلاعاتی و حمایت عاطفی است که با استفاده از مدل معادلات ساختاری بررسی شده است. به منظور بررسی این پژوهش، نمونه ای شامل 271 پاسخ دهنده در صفحات اینستاگرام برندها جمع آوری شد. نتایج مدل معادلات ساختاری نشان می دهد؛ جستجوهای آنلاین مرتبط با خرید و حمایت اطلاعاتی تاثیر مثبت قابل توجهی بر اعتماد مشتریان دارند. علاوه بر این، نتایج نشان داد اعتماد مشتریان به صفحات برندها در اینستاگرام تاثیر مثبتی بر قصد وفاداری برندها دارد که به بازاریابان در درک بهتر نقش قابل اعتماد محتوای ایجاد شده توسط کاربر کمک می کند. این پژوهش به گسترش دانش برندسازی و بازاریابی رسانه های اجتماعی می انجامد. شرکت ها با استفاده از پشتیبانی اطلاعاتی در صفحات اینستاگرام خود می توانند به طور مثبت بر رفتار مصرف کنندگان تاثیر بگذارند و صفحات اینستاگرام خود را قابل اعتماد سازند.
Despite the new opportunities that social media has provided for companies and brands, there is still little understanding of how user-generated content and Instagram-related shopping reviews affect brand loyalty intentions in fashion industry. The purpose of this study is to provide a conceptual model to test the impact of customer trust on brand loyalty intentions along with their willingness to use brand’s Instagram pages for online shopping-related search and three different types of supports; peers recommendations, informational support and emotional support via Instagram. Structural equations model is investigated. In order to review this research, a sample of 271 respondents was collected on the brands’ Instagram pages. The results of the structural equation model reveals; online shopping-related searches and informational support have a significant positive impact on customer trust. In addition, the results showed that customers’ trust in brand pages via Instagram has a positive effect on brand loyalty intention, which helps marketers better understand the credible role of user-generated content. By informational support via Instagram pages, companies can positively influence consumer behavior and make them trustworthy.
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