تأثیر فناوری‌های نوظهور بازاریابی دیجیتال بر رفتارهای خرید اکتشافی با نقش تعدیل‌گر ویژگی‌های جمعیت‌شناختی
محورهای موضوعی : انتقال فناوري و تجاري‌سازي پژوهشحسین 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،
کلید واژه: فناوری بازاریابی دیجیتال, بازاریابی هوش مصنوعی, رفتار خرید اکتشافی, ویژگی‌های جمعیت‌شناختی, مصرف‌کنندۀ جوان.,
چکیده مقاله :
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.
In today's era, the emerging technologies of digital marketing have made significant changes in the lives of young consumers. Today, the aforementioned technologies have become an important part for young consumers to access sufficient information about products, their purchase, consumption, etc. Considering the wide availability and continuous use of emerging marketing technologies and its effect on the techniques of acquiring information and buying behaviors of young consumers, it is important to examine the current research. In this study, the aim is to investigate the effect of emerging digital marketing technologies on exploratory buying behaviors with the moderating role of demographic characteristics. In this regard, the statistical population of the research includes all students studying in the universities of Ardabil city. Then, 348 people were selected using stratified random sampling method and based on Cochran's formula. It can be mentioned that a standard questionnaire was used to measure the variables. It should be noted that the validity of the construct validity problem questionnaire, diagnostic validity and convergent validity and its reliability were also checked with the help of Cronbach's alpha coefficient and composite reliability. Further, it can be added that the test of the conceptual model was done with the help of partial least squares method and Smart-PLS software. Finally, the results showed that all emerging digital marketing technologies have a positive and significant effect on exploratory buying behaviors. Also, it was confirmed that demographic characteristics including age, gender and education play a positive moderating role in the relationship between emerging digital marketing technologies and exploratory buying behaviors.
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