مدلسازی بازاریابی توصیه‌ای ‌الکترونیکی با تأکید بر رفتار مشتری و بهبود کسب‌و‌کار

نوع مقاله : پژوهشی اصیل

نویسندگان
الهام رمضانی 1
علی رجب زاده قطری 2
وحید برادران 3
مریم شعار 4
1 دانشجوی دکتری، گروه مدیریت فناوری اطلاعات، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران شمال، تهران، ایران.
2 استاد، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران.
3 دانشیار، گروه مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه آزاد اسلامی واحد تهران شمال، تهران، ایران.
4 استادیار، گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران شمال، تهران، ایران.
چکیده
هدف از این پژوهش مدلسازی بازاریابی توصیه‌ای ‌الکترونیکی با تأکید بر رفتار مشتری و بهبود کسب‌و‌کار است. دراین‌راستا به شناسایی و بررسی تأثیر عوامل مختلف بر نتایج بازاریابی توصیه‌ای ‌الکترونیکی و همچنین بررسی اثرهای اجرای موفق این بازاریابی بر رفتار‌ مشتریان و بهبود کسب‌وکارهای ‌الکترونیکی پرداخته شده است. روش پژوهش، توصیفی‌ پیمایشی از نوع همبستگی است. در مدل مفهومی پژوهش، متغیرهای مستقل تعامل مشتری، کانال بازاریابی توصیه‌ای، کیفیت پیام و تصویر برند به همراه مؤلفه‌های آنها بر‌اساس مرور ادبیات شناسایی و فرضیه‌های پژوهش تدوین شده‌اند. به‌منظور بررسی اثر مؤلفه‌های شناسایی شده بر موفقیت بازاریابی توصیه‌ای و اعتبار مدل مفهومی پژوهش از ابزار پرسشنامه و نظرهای کاربران سایت‌های فروش ‌اینترنتی در ایران استفاده شده است. نمونه آماری نیز به‌دلیل نامحدود‌بودن جامعۀ آماری براساس فرمول کوکران 384 برآورد شد که به‌منظور بررسی و ارائه مدل نهایی از رویکرد معادلات ‌ساختاری با نرم‌افزار PLS Smart استفاده شد. تحلیل آماری داده‌ها و نتایج پژوهش نشان‌دهنده آن است که تعامل مشتری، کانال بازاریابی توصیه‌ای‌، کیفیت‌پیام و تصویر ‌برند تأثیر مثبت و معناداری بر نتایج این نوع از بازاریابی که تغییر رفتار مشتری و بهبود کسب‌و‌کار است، دارد.
کلیدواژه‌ها
بازاریابی توصیه‌ای الکترونیکی
کسب‌وکارهای الکترونیکی
تجارت الکترونیکی
رفتار مشتری
بهبود کسب‌و‌کار

موضوعات

عنوان مقاله English

modeling of Electronic Word of Mouth Marketing with Emphasis on Customer Behavior and Business Improvement

نویسندگان English

Elham Ramezani 1
Ali Rajabzadeh ghatari 2
Vahid Baradaran 3
Maryam Shoar 4
1 PhD Student, Department of Information Technology Management, Faculty of Management, Islamic Azad University, Tehran North Branch, Tehran, Iran.
2 Professor, Department of Industrial Management, Faculty of Management and Economics, Tarbiat Modares University,Tehran, Iran.
3 Associate Professor, Department of Industrial Engineering, Faculty of Engineering, Islamic Azad University, Tehran North Branch, Tehran, Iran.
4 Assistant Professor, Department of Industrial Management, Faculty of Management, Islamic Azad University, Tehran North Branch, Tehran, Iran
چکیده English

The purpose of this study is modeling of Electronic Word of Mouth Marketing with Emphasis on Customer Behavior and Business Improvement, In this regard, to identify and investigate the impact of various factors on the results of e-mouth marketing and Also examining the effects of successful implementation of this type of marketing on customer behaveor and Improving Electronic business. The research method is descriptive-survey, is of correlational type. In the conceptual model of the research, the independent variables of customer interaction, Electronic Word of Mouth marketing channel, Message quality and brand image With their components based on literature review Identification and research hypotheses have been developed. in order to Investigating the effectiveness of the identified components On the success of word of mouth marketing and the validity of the conceptual model of the research, Questionnaire tools and comments of users of internet sales sites in Iran have been used.The statistical sample to the unlimited statistical population it was estimated according to Cochran's formula 384, In order to review and present the final model from the structural equations approach with SmartPLS software was used. Statistical analysis of the collected data and research results show it customer interaction, Electronic Word of Mouth marketing channel, Message quality and brand image will have a positive and significant impact on the results of this type of marketing that will change of customer behavior and business improvement.

کلیدواژه‌ها English

Electronic Word Of Mouth(EWOM) Marketing
Electronic Businesses
electronic commerce
Customer Behavior
Business Improvement
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پژوهش های مدیریت منابع سازمانی
دوره 11، شماره 4
اسفند 1400
صفحه 25-45