بررسی عوامل تأثیرگذار در رسانه‌های اجتماعی بر تصمیم‌گیری خرید بیمه
الموضوعات :محسن قره خانی 1 , سیده ام سلمه پورهاشمی 2
1 - تهران/ موسسه آموزش عالی الکترونیکی ایرانیان
2 - تهران/ دانشگاه آزاد اسلامی واحد تهران مرکز
الکلمات المفتاحية: رسانه اجتماعی, فیس‌بوک, قصد خرید مصرف‌کننده, قصد جستجوی اطلاعات, بیمه.,
ملخص المقالة :
امروزه رسانه‌های اجتماعی به شدت بر نحوه دریافت اطاعات و اخبار تأثیر گذاشته‌اند. جستجوی اطلاعات از طریق رسانه‌های اجتماعی توسط مصرف‌کنندگان بیش از گذشته مورد توجه واقع شده است. هدف از این مقاله بررسی عوامل تأثیرگذار در فرآیند تصمیم‌گیری خرید در صنعت بیمه است. در این تحقیق از روش کمی استفاده شده و داده‌ها از بین 223 کاربر عضو صفحات طرفداران بازیگران و ورزشکاران مشهور در رسانه اجتماعی جمع‌آوری شده است. برای بررسی مدل یک نظرسنجی آنلاین بین کاربرانی انجام شد که حداقل یک نفر از افراد تأثیرگذار را دنبال می‌کنند. داده‌های جمع‌آوری شده با استفاده از نرم‌افزار آماری SPSS 23 و Smart PLS 3.0 مورد بررسی قرار گرفت. نتایج نشان داد اثر پست‌های اینفلوئنسرها، اثر پست‌های دیگران، اثر پست‌های خود شرکت بر قصد جستجوی اطلاعات و تأثیر ارزش ادراک‌شده، سودمندی ادراک‌شده، تصویر برند شرکت و آگاهی از طرح‌های فروش/ جشنواره‌ها بر قصد خرید مصرف‌کننده در جامعه مبتنی بر رسانه‌های اجتماعی (یعنی طرفداران صفحات نام تجاری فیس‌بوک) تأثیر مثبتی دارد. همچنین در این بررسی مشخص گردید که قصد جستجوی اطلاعات بر قصد خرید مصرف‌کننده نیز تأثیر مثبتی دارد. یافته‌های این مطالعه به درک اهمیت عوامل انتخاب‌شده در تأثیرگذاری بر تصمیم خرید مصرف‌کنندگان در صنعت بیمه کمک می‌کند.
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