بررسی عوامل تأثیرگذار در رسانه‌های اجتماعی بر تصمیم‌گیری خرید بیمه
محورهای موضوعی : نوآوري و خلاقيتمحسن قره خانی 1 * , سیده ام سلمه پورهاشمی 2
1 - تهران/ موسسه آموزش عالی الکترونیکی ایرانیان
2 - تهران/ دانشگاه آزاد اسلامی واحد تهران مرکز
کلید واژه: رسانه اجتماعی, فیس‌بوک, قصد خرید مصرف‌کننده, قصد جستجوی اطلاعات, بیمه.,
چکیده مقاله :
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.
Today, social media has greatly influenced the way we receive information and news. searching for information through social media by consumers has received more attentions than ever before. The purpose of this paper is to examine the factors influencing the purchasing decision-making process in the insurance industry. In this study, the quantitative method is used and the data is collected from 223 users who are followers of the fan pages of famous actors and athletes on social media. An online survey of users is conducted to examine the model, followed by at least one influential person. The collected data is analyzed using SPSS 23 and Smart PLS 3.0 statistical software. The results show the effects of influencers' posts, the other people's posts, and company's own posts on the intention to search for information and the effect of perceived value, perceived usefulness, brand image of the company and awareness of sales plans / marketing campaign on the intention to buy fans have a positive effect in a community who is a fan of Facebook brand pages. The study also showed that the search for information has a positive effect on consumer purchasing power. The findings of this study help to understand the importance of the selected factors in influencing the decision to buy consumers in the insurance industry.
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