بررسی تأثیر انگیزه مشتری بر قصد خرید با نقش میانجی اعتماد به برند (کاربران اینستاگرام در عراق)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی دانشگاه تبریز

2 آموزگار تربیت بدنی ناحیه ۴ آموزش و پرورش تبریز

چکیده

هدف تحقیق حاضر تأثیر بررسی تأثیر انگیزه مشتری بر قصد خرید با نقش میانجی اعتماد به برند (کاربران اینستاگرام در عراق) می‌باشد. تحقیق حاضر از نظر هدف کاربردی و از نظر روش توصیفی است که به صورت پیمایشی انجام شد. جامعه آماری را کلیه کاربران اینستاگرام در کشور عراق تشکیل دادند. نمونه آماری پژوهش حاضر به دلیل نامعلوم بودن تعداد دقیق جامعه آماری با استفاده از جدول مورگان تعداد 384 نفر انتخاب شد که پرسشنامه‌ها در مدت زمان انجام پژوهش با ارسال اینترنتی به جامعه آماری هدف (کاربران اینستاگرام در کشور عراق) جمع‌آوری شد. ابزار این تحقیق شامل پرسشنامه‌های استاندارد انگیزه مشتریان لامو و همکاران (2004)، پرسشنامه قصد خرید دورواسولا (2004) و پرسشنامه اعتماد برند بالستر (2003) بود. در مرحلة آخر نیز پس از جمع‌آوری پرسشنامه‌ها و برطرف کردن نقایص آنها، نتایج کلیه داده‌ها استخراج و با استفاده از روشهای تحلیل آماری مورد تجزیه و تحلیل قرار گرفت که برای بررسی توزیع طبیعی متغیرها از آزمون کالموگراف اسمیرنوف و برای آزمون فرضیه‌های پژوهش نیز از آزمون رگرسیون چندگانه در نرم‌افزار SPSSV25 استفاده شد. نتایج تحقیق نشان داد که بین انگیزه مشتری کالاهای ورزشی با قصد خرید (614/0=r و 000/0=P) و بین انگیزه مشتری کالاهای ورزشی با اعتماد به برند (577/0=r و 000/0=P) کاربران اینستاگرام در عراق، ارتباط مثبت، مستقیم و معناداری وجود دارد (05/0>P). همچنین نقش متغیر اعتماد به برند، در تأثیر انگیزه مشتری کالاهای ورزشی بر قصد خرید (کاربران اینستاگرام در عراق)، تأیید شد (05/0>P).

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the effect of customer motivation on the purchase intention with the mediating role of brand trust (Instagram users in Iraq)

نویسندگان [English]

  • Mehdi Dadashzadeh 1
  • Rasem Sadkhan 1
  • Rita Poormohebbi 2
  • Masoumeh Alami Kashki 2
1 Masters Student in Sports Management, University Of Tabriz, Tabriz, Iran
2 Physical education teacher of district 4, Tabriz Education Department
چکیده [English]

The purpose of this study is to investigate the effect of customer motivation on shopping intention with the mediating role of brand trust (Instagram users in Iraq). The present study is applied in terms of purpose and descriptive in terms of survey method. The statistical population consisted of all Instagram users in Iraq. The statistical sample of the present study, due to the unknown number of the statistical population, was selected using the Morgan table of 384 people. The questionnaires were collected by sending them online to the target statistical population (Instagram users in Iraq). The instruments of this research include standard questionnaires of motivation of Lamo et al. Was the Balster Brand Trust Questionnaire (2003). In the last stage, after collecting the questionnaires and eliminating their shortcomings, the results of all data were extracted and analyzed using statistical analysis methods. Kolmogorov-Smirnov test was used to examine the natural distribution of variables and multiple regression test was used to test the research hypotheses in SPSSV25 software. The results of the research showed that between the motivation of sports goods customers with the intention to buy (r=0.614 and P=0/000) and between the motivation of sports goods customers with brand trust (r=0.577 and P=0/000) Instagram users in Iraq, there is a positive, direct and significant relationship (P<0.05). Also, the role of brand trust variable in the effect of sports goods customer motivation on purchase intention (Instagram users in Iraq) was confirmed (P<0.05).

کلیدواژه‌ها [English]

  • Motivation
  • Customer
  • Purchase intention
  • Brand
  • Brand trust
  • Instagram users
Akar, E., & Dalgic, T. (2018). Understanding online consumers’ purchase intentions: A contribution from social network theory. Behaviour & Information Technology, 37(5), 473-487.
Arian, Maryam; Mansouri Movahed, Farzaneh; Kurdnavi, Asadollah. (2018). Customer Satisfaction and Repurchase Intention: Explaining the Role of Lifestyle and Hedonic Value, Journal of Organizational Resource Management Research, 8(1), 1-21. (In Persian).
Askari, Mohammad Hadi; Gholami, Esmail. (2020). Analyzing the Moderating Role of Electronic Trust Symbol in the Effect of Ethical Marketing on Brand Trust, Brand Loyalty, Purchase Intention, and Repeat Purchase Intention. First International Conference on Management, Tourism, and Technology. (In Persian).
Askarian Fariba, Akbarzadeh Behzad. (2017). Investigating the Relationship between Perceived Value of Sports Brands and Repeat Purchase Intentions of Customers, Journal of Sports Management and Development, 5(1), 217-231. (In Persian).
Askarnejad Nouri Bagher, Hazeri Hotef, Rashedat Nia Parisa. (2017). Examining the Motivation for Virtual Purchases of Consumers. Third International Conference on Knowledge-based Management, Accounting and Economics with an Emphasis on Resistant Economy. (In Persian).
Ateyeh Kar, Gholamreza; Meshbaki, Asghar; Naami, Abdullah. (2016). Factors Influencing Hedonic Purchases via Instagram. Journal of New Marketing Research, 6(2), 1-18. (In Persian).
Azadeh, Saeed; Ahmadian, Sahar; Moghaddam Zadeh, Fatemeh. (2019). Trust, Certainty, and Positive Word-of-Mouth on Intention: The Impact of Customer Satisfaction with Emphasis on Social Networks, Journal of Applied Research in Industrial Engineering, 2(5), 25-32. (In Persian).
Camba‐Mendez, G., & Lamo, A. (2004). Short‐term monitoring of fiscal policy discipline. Journal of Applied Econometrics, 19(2), 247-265
Choi, J. H. (2018). Brand message strategies and consumer motivations to respond (Doctoral dissertation).
Delgado-Ballester, E. Munuera-Aleman, J.L. & Yague-Guillen, M.J. (2003). Development and validation of a brand trust scale. International Journal of Market Research. 45 (1): 35-76.
Diputra, I. G. A. W., & Yasa, N. N. (2021). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management, 4(1), 25-34.
Faizi, Zahra; Ghaffari Ashhtiani, Peyman. (2018). Investigating the Effect of Social Media Content on Purchase Intention Considering the Mediating Role of Normative and Informational Social Influence and Customer Relationship (Customers of Novin Leather Store via Instagram Social Network), Marketing Management Journal, 13(41), 1-20. (In Persian).
Hashemnia, Shahram; Karimi, Eugene; Emamgholi, Nazanin. (2021). Proposing a Brand-Customer Relationship Model on Instagram Social Network. Marketing Management, 16(51), 131-149. (In Persian).
Jalilian, Hossein; Ebrahimi, Abdolhamid; Mahmoudian, Omid. (2012). The Effect of Electronic Word-of-Mouth Advertising on Consumers' Purchase Intention Through Customer-based Brand Equity Among Students, Journal of Business Management, 4(14), 41-64. (In Persian).
Khezaii, Masoumeh; Shirazian, Zahra; Mahdavi Rad, Hamid. (2018). Investigating the Effect of Brand Equity on Repurchase Intention with the Mediation of Brand Attractiveness and Brand Trust. Second National Conference on Accounting- Economic Management with a Focus on Sustainable Employment Role in Industry Growth. (In Persian).
Khosravi Anjedani, Hossein; Irani, Hamid Reza; Jandaghi, Gholamreza. (2020). The Effect of In-store Advertising on Consumer Purchase Intention with the Mediation of Brand Equity, Business Management Outlook, 19(1), 101-119. (In Persian).
Latifikhah Kamal, Mahmoudi For Yousef. (2006). Comparison of Recognition Scheme Content with Customer-centric Principles. Health Management Journal, 9(26), 7. (In Persian).
Mashhadi Hadi, Banimahd Behman, Faraghandoust Kambozia, Moradzadeh Fard Mehdi. (2019). Machiavellianism, Materialism, Customer-oriented Culture, and Expressive Opinion Purchase of Employers by the Owner, Journal of Accounting and Auditing Knowledge, 8(29), 161-174. (In Persian).
Mohammadshafiei Majid, Agha Bazaragan Neghin. (2018). The Impact of Electronic Developments on Electronic Customer Loyalty and Repurchase Intention, Commercial Management Research Journal, 10(20), 71-90. (In Persian).
Moharamzadeh, Mehrdad; Fattah, Saeideh. (2017). Investigating the Motivation for Online Shopping through Instagram Social Network. Second National Conference on Innovations in Sports Sciences Research. (In Persian).
Momen Majid, Ghorbani Najmeh, Ghanbarzadeh Reza. (2015). The Role of Emotional Commitment and Continuous Commitment in the Influence of Customer Perception on Repurchase Intention, Business Management Perspective Journal, 14(3), 87-101. (In Persian).
Qotbi Habiba, Sheikhalizadeh Mahboub. (2019). The Effect of Electronic Word-of-Mouth Advertising on Customer Purchase Intention with Emphasis on the Mediating Role of Consumer Cognitive Engagement, Journal of Sports Management and Movement Behavior, 9(18), 111-126. (In Persian).
Rahimi Kelor, Hossein; Kazemi, Zahra; Beigi Firozi, Allahyar. (2020). The Influence of Brand Personality Characteristics, Consumer Brand Interaction, and Pseudo-social Interaction on Customer-based Brand Equity: The Mediating Role of Brand Love, Consumer Behavior Studies Journal, 7(1), 277-299. (In Persian).
Razmi, Zahra; Nazemi, Asieh. (2020). Brand Social Power: A New Approach to Power Factors in Brand Marketing Channels of Professors and Students of Alzahra University with the Perspective of Social Network Analysis, Brand Management Journal, 6(1), 3. (In Persian).
Sadrnia Leila, Bagherian Mohsen, Reshabandi Sayyed Salah al-Din. (2019). The Role of Social Media Marketing in the Relationship between Brand Love and Viral Marketing in the Customers of Selected Sportswear Brands, Applied Research in Sport Management Journal, 8(29), 85-94. (In Persian).
Safaei, A., & Shirkhodaei, M. (2020). (Identification and leveling Factors Affecting the Brand Success of Knowledge-Based Industrial Business (Experimental Examples of Technology Units Deployed at Semnan Province Science and Technology Park. Modiriat-e-farda, 63(63), 19.
Shafiei Hadi, Saffarnia Hassan, Mollahosseini Ali. (2018). The Impact of Television Media Advertising on Repeat Purchase Intentions of Customers with the Mediation of Cognitive Behavioral Variables, Business Management Journal, 10(39), 8-34. (In Persian).
Shahbazi, R., Jalali Farahani, M., Khabiri, M. (2019). “Reviwing and Rating the Role of Mass Media in Development of Sport Tourism in Tabriz City”. Journal of Communication Management in Sports Media, 7 (1), 77-84. (In Persian)
Shirkhodaei, Meysam; Shahi, Mahboubeh; Najat, Soheil; Mahmoudi Nasab, Sahar. (2017). Investigating the Impact of Social Media on Brand Trust and Loyalty in Brand Community (Case Study: Instagram Social Network), Journal of Innovative Marketing Research, 7(3), 107-124. (In Persian).
Sobhani Fard, Yaser. (2018). Structural Modeling of Purchase Intention Strengthening on Instagram Social Network, Tomorrow's Management Journal, 17(54), 12. (In Persian).
Statista. (2019). https://www.statista.com/topics/1164/social-networks/
Supriadi, O., Meivitawanli, B., & Monong, H. B. (2021). Study on Factors Affecting Purchase Intention of Indonesian Consumers on Instagram. In 2021 4th International Seminar on Research of Information Technology and Intelligent Systems (ISRITI) (pp. 235-241). IEEE.
Zarantonello, L., & Pauwels-Delassus, V. (2015). The handbook of brand management scales. Routledge