نقش پلتفرم های استریم های آنلاین مبتنی بر رسانه های اجتماعی بر خرید های بدون برنامه مصرف کنندگان با توجه به ویژگی های منبع ارتباط و محصول
الموضوعات :
حسین حاجی بابائی
1
,
مهزیار اکبری
2
1 - استادیار، گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران
2 - دانشجوی دکتری مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه آزاد اسلامی،واحد همدان، همدان، ایران.
الکلمات المفتاحية: خرید های بدون برنامه, استریم آنلاین, ویژگی های منبع اطلاعات,
ملخص المقالة :
رشد و پیشرفت روزافزون فناوری های نوین مبتنی بر ارتباط اینترنتی سبب ایجاد و شکل گیری نوعی کانال ارتباطی بازاریابی به شدت تعاملی در بستر رسانه های اجتماعی گردیده است. استریم آنلاین مبتنی بر رسانه های اجتماعی، پلتفرمی جدید، کارا و جذاب بوده که در سال های اخیر شاهد افزایش میزان استفاده از آن به منظور تبلیغات بوده ایم که این موضوع خود نشانگر ایجاد فرصت هایی بیشمار برای رشد کسب و کارها در بستر این کانالها می باشد. این پژوهش با استفاده از مدل محرک، ارگانیسم و پاسخ ، در پی بررسی عوامل موثر بر خریدهای بدون برنامه افراد در پلتفرم های استریم آنلاین با تمرکز بر ویژگی های استریم کننده و خود محصول می باشد. این پژوهش ،کاربردی، توصیفی و پیمایشی بوده و با استفاده از پرسشنامه آنلاین به جمع آوری اطلاعات ازمخاطبان استریم های آنلاین پرداخته است. نتایج حاصل از مدل سازی معادلات ساختار نشان داد که جذابیت و تخصص استریم کننده (ویژگی های مرتبط با منبع) با تاثیر بر لذت ادراک شده و مواردی مانند سودمندی ادراک شده محصول، راحتی خرید و قیمت محصول (ویژگی های مرتبط با محصول) با تاثیر بر سودمندی ادراک شده، بر قصد خرید بدون برنامه افرد در محیط های استریم آنلاین تاثیر گذار می باشند.
المصادر:
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2. Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642-663.
3. Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring how influencer and relationship marketing serve corporate sustainability. Sustainability, 12(11), 4392.
4. Cai, J., & Wohn, D. Y. (2019, January). Live streaming commerce: Uses and gratifications approach to understanding consumers’ motivations. In Proceedings of the 52nd Hawaii International Conference on System Sciences.
5. Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018, June). Utilitarian and hedonic motivations for live streaming shopping. In Proceedings of the 2018 ACM international conference on interactive experiences for TV and online video (pp. 81-88).
6. Carter, S. (2018). “80% of younger shoppers make impulse purchases online-here’s show sites trick you into spending”. Retrieved from https://www.cnbc.com/2018/12/11/80percent-of-young-people-made-an-impulse-buy-online-this-yearheres-why.html.
7. Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204-217.
8. Chen, A., Lu, Y., & Wang, B. (2017). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37(6), 627-638.
9. Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303.
10. Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262.
11. Chen, J. V., Su, B. C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57-69.
12. Cheng, H. H. (2020, July). The Effects of Product Stimuli and Social Stimuli on Online Impulse Buying in Live Streams. In Proceedings of the 2020 International Conference on Management of e-Commerce and e-Government (pp. 31-35).
13. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
14. Fu, S., Yan, Q., & Feng, G. C. (2018). Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context. International Journal of Information Management, 40, 88-102.
15. Gao, X., Xu, X. Y., Tayyab, S. M. U., & Li, Q. (2021). How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness. Electronic Commerce Research and Applications, 49, 101087.
16. Gong, X., Ye, Z., Liu, K., & Wu, N. (2020). The effects of live platform exterior design on sustainable impulse buying: exploring the mechanisms of self-efficacy and psychological ownership. Sustainability, 12(6), 2406.
17. Gupta, S., & Kim, H. W. (2010). Value‐driven Internet shopping: The mental accounting theory perspective. Psychology & Marketing, 27(1), 13-35.
18. Hasim, M. A., Hassan, S., Ishak, M. F., & Razak, A. A. (2020). Factors influencing gen-Y in Malaysia to purchase impulsively: A mediating effect of perceived enjoyment. International Journal of Innovation, Creativity and Change, 11(5), 385-396.
19. Hou, F., Guan, Z., Li, B., & Chong, A. Y. L. (2019). Factors influencing people’s continuous watching intention and consumption intention in live streaming: evidence from China. Internet Research.
20. Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594-606.
21. Huang, Y., & Suo, L. (2021). Factors Affecting Chinese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce. Asian Social Science, 17(5).
22. Hussein, L. A., Baharudin, A. S., Jayaraman, K., & Kiumarsi, S. H. A. I. A. N. (2019). B2B e-commerce technology factors with mediating effect perceived usefulness in Jordanian manufacturing SMES. Journal of Engineering Science and Technology, 14(1), 411-429.
23. Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22(5), 1203-1226.
24. Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251.
25. Khan, N., Hui, L. H., Chen, T. B., & Hoe, H. Y. (2016). Impulse buying behaviour of generation Y in fashion retail. International Journal of Business and Management, 11(1), 144.
26. Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, 98-108.
27. Kim, J. H., & Lennon, S. (2012). Music and amount of information: do they matter in an online apparel setting?. The International Review of Retail, Distribution and Consumer Research, 22(1), 55-82.
28. Lee, C. H., & Chen, C. W. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241.
29. Lee, C. H., Chen, C. W. D., Huang, S. F., Chang, Y. T., & Demirci, S. (2021). Exploring consumers’ impulse buying behavior on online apparel websites: An empirical investigation on consumer perceptions. International Journal of Electronic Commerce Studies, 12(1).
30. Lerner, J. S., Li, Y., Valdesolo, P., & Kassam, K. S. (2015). Emotion and decision making. Annual review of psychology, 66, 799-823.
31. Li, G., Zhang, R., & Wang, C. (2015). The role of product originality, usefulness and motivated consumer innovativeness in new product adoption intentions. Journal of Product Innovation Management, 32(2), 214-223.
32. Li, H. M., & Cui, Y. Q. (2010). Research on the influence factors of consumer behavior based on context theory. Journal of Business Research, 3, 163-166.
33. Li, X. X., Yu, Y. B., & Liu, Z. Z. (2018). Study on the relationship between price promotion and impulse purchase of customers. Journal of Northeastern University (Social Science Edition), 108(2), 33 -39.
34. Li, Y., & Shu, H. (2021, July). Research on Online Interaction and Consumer Impulsive Buying Behavior in Live Shopping Platform Based on the Structural Equation Model. In 2021 International Conference on Management Science and Software Engineering (ICMSSE) (pp. 72-76). IEEE.
35. Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, 60, 102478.
36. Lin, S. W., & Lo, L. Y. S. (2016). Evoking online consumer impulse buying through virtual layout schemes. Behaviour & Information Technology, 35(1), 38-56.
37. Liu, G. H., Sun, M., & Lee, N. C. A. (2021, January). How can live streamers enhance viewer engagement in eCommerce streaming?. In Proceedings of the 54th Hawaii International Conference on System Sciences (p. 3079).
38. Lo, L. Y. S., Lin, S. W., & Hsu, L. Y. (2016). Motivation for online impulse buying: A two-factor theory perspective. International Journal of Information Management, 36(5), 759-772.
39. Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
40. Luo, H., Cheng, S., & Zhou, W. (2021, March). The Factors Influencing Sales in Online Celebrities' Live Streaming. In 2021 IEEE International Conference on Information Communication and Software Engineering (ICICSE) (pp. 233-237). IEEE.
41. Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory. International Journal of Web Information Systems.
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