تأثیر فناوری‌های نوظهور بازاریابی دیجیتال بر رفتارهای خرید اکتشافی با نقش تعدیل‌گر ویژگی‌های جمعیت‌شناختی
الموضوعات :حسین نعمتی قره‌تپه 1 , باقر عسگرنژاد نوری 2 , قاسم زارعی 3 , مریم مولا قلقاچی 4
1 - کارشناسی ارشد مديريت بازرگاني، گروه مدیریت بازرگانی، دانشکده علوم اجتماعي، دانشگاه محقق اردبیلی، اردبیل، ایران.
2 - دانشیار مديريت بازرگاني، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ايران.
3 - دانشیار مديريت بازرگانی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعي، دانشگاه محقق اردبیلی، اردبیل، ایران.
4 - دانشجوی کارشناسی ارشد ، گروه مدیریت بازرگانی ، دانشکده اقتصاد و مدیریت ، دانشگاه ارومیه ، ارومیه،
الکلمات المفتاحية: فناوری بازاریابی دیجیتال, بازاریابی هوش مصنوعی, رفتار خرید اکتشافی, ویژگی‌های جمعیت‌شناختی, مصرف‌کنندۀ جوان.,
ملخص المقالة :
در عصر حاضر فناوری‌های نوظهور بازاریابی دیجیتال تحولات چشمگیری در زندگی مصرف‌کنندگان جوان ایجاد کرده است. امروزه فناوری‌های مزبور به بخش مهمی جهت دسترسی مصرف‌کنندگان جوان به اطلاعات کافی دربارۀ محصولات، خرید، مصرف آن‌ها و غیره تبدیل شده است. با توجه به در دسترس بودن گسترده و استفادۀ مداوم از فناوری‌های نوظهور بازاریابی و تأثیر آن بر تکنیک‌های کسب اطلاعات و رفتارهای خرید مصرف‌کنندگان جوان، بررسی پژوهش حاضر حائز اهمیت است. در پژوهش حاضر قصد بر این است تا تأثیر فناوری‌های نوظهور بازاریابی دیجیتال بر رفتارهای خرید اکتشافی با نقش تعدیل‌گر ویژگی‌های جمعیت‌شناختی بررسی گردد. در این راستا، جامعۀ آماری پژوهش شامل تمامی دانشجویانی است که در دانشگاه‌های شهر اردبیل مشغول به تحصیل می‌باشند. سپس، حجم نمونه نیز با استفاده از روش نمونه‌گیری تصادفی طبقه‌ای و براساس فرمول کوکران ۳۴۸ نفر انتخاب شد. از جهتی می‌توان ذکر کرد که جهت اندازه‌گیری متغیرها از پرسش‌نامۀ استاندارد بهره گرفته شد. باید توجه داشت که روایی پرسش‌نامه براساس روایی سازه، روایی تشخیصی و روایی همگرا و پایایی آن نیز با کمک ضریب آلفای کرونباخ و پایایی ترکیبی بررسی گردید. در ادامه می‌توان افزود که آزمون مدل مفهومی با کمک روش حداقل مجذورات جزئی و نرم‌افزار Smart-PLS انجام گرفت. در نهایت، نتایج حاصل نشان داد که تمامی فناوری‌های نوظهور بازاریابی دیجیتال بر رفتارهای خرید اکتشافی تأثیر مثبت و معنادار دارند. همچنین، تأیید شد که ویژگی‌های جمعیت‌شناختی شامل سن، جنسیت و تحصیلات در ارتباط بین فناوری‌های نوظهور بازاریابی دیجیتال و رفتارهای خرید اکتشافی، نقش تعدیل‌گر مثبت دارند.
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