بررسي نقش ارتباطات شفاهي در رسانه هاي اجتماعي بر رفتار خريد با تاكيد برنقش هيجانات و هنجارهاي اجتماهي

Examining the effect of oral communication in social networks on shopping behavior emphasizing the mediator role of attitudes, emotions and social norms

اﻣﺮوزه ﺑﺎ اﺳﺘﻔﺎده از ﺷﺒﮑﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﻣﺸﺘﺮﯾﺎن ﻣﯽﺗﻮاﻧﻨﺪ ﺑﻪ ﻃﻮر ﻧﺎﻣﺤﺪودي ﺗﺠﺮﺑﯿﺎت ﺧﻮد را ﺑﺎ اﻓﺮاد زﯾﺎدي ﺗﺴﻬﯿﻢ ﮐﻨﻨﺪ. ﺑﻪ اﯾﻦ ﺗﺮﺗﯿﺐ ﻣﯽﺗﻮان ﮔﻔﺖ ﮐﻪ ارﺗﺒﺎﻃﺎت ﺷﻔﺎﻫﯽ ﺑﺮ اﻧﺘﺨﺎب ﻣﺤﺼﻮﻻت و ﺧﺪﻣﺎت ﺗﻮﺳﻂ ﮐﺎرﺑﺮان ﺷﺒﮑﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ؛ ﺑﻨﺎﺑﺮاﯾﻦ، ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ارﺗﺒﺎﻃﺎت ﺷﻔﺎﻫﯽ ﺑﺮ رﻓﺘﺎر ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن اﺳﺖ. در اﯾﻦ زﻣﯿﻨﻪ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﻫﯿﺠﺎﻧﺎت، ﻫﻨﺠﺎرﻫﺎي اﺟﺘﻤﺎﻋﯽ و ﻧﮕﺮش ﺑﺮرﺳﯽ ﺷﺪه اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدي و از ﻧﻈﺮ ﻣﺎﻫﯿﺖ ﺗﻮﺻﯿﻔﯽ اﺳﺖ و ﺑﻪ ﻟﺤﺎظ ﺷﯿﻮه ﮔﺮدآوري اﻃﻼﻋﺎت ﭘﯿﻤﺎﯾﺸﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ ﺷﺎﻣﻞ ﻣﺸﺘﺮﯾﺎن ﻧﻤﺎﯾﻨﺪﮔﯽﻫﺎي ﺧﻮدرو در ﺷﻬﺮﺳﺘﺎن اﺻﻔﻬﺎن اﺳﺖ ﮐﻪ ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل ﮐﻮﮐﺮان ﺗﻌﺪاد 384 ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﻪ روش ﺗﺼﺎدﻓﯽ ﺳﺎده ﺑﯿﻦ آن ﻫﺎ ﺗﻮزﯾﻊ ﮔﺮدﯾﺪ. ﭘﺎﯾﺎﯾﯽ اﺑﺰار ﭘﮋوﻫﺶ ﺑﻪ روش آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ و ﭘﺎﯾﺎﯾﯽ ﻣﺮﮐﺐ ﺑﺮاي ﺗﻤﺎﻣﯽ ﻣﺘﻐﯿﺮﻫﺎ ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. ﻫﻤﭽﻨﯿﻦ رواﯾﯽ ﻣﺤﺘﻮا و ﺳﺎزه اﺑﺰار ﮔﺮدآوري دادهﻫﺎ ﻧﯿﺰ ﺗﺄﯾﯿﺪ ﮔﺮدﯾﺪ. ﯾﺎﻓﺘﻪﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از روش ﻣﺪلﯾﺎﺑﯽ ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﺑﺎ ﮐﻤﮏ ﻧﺮم اﻓﺰار PLS ﻧﺸﺎن داد ﮐﻪ ﻣﺘﻐﯿﺮ ارﺗﺒﺎﻃﺎت ﺷﻔﺎﻫﯽ در ﺑﺴﺘﺮ ﺷﺒﮑﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ در ﺑﯿﻦ ﻣﺸﺘﺮﯾﺎن ﻧﻤﺎﯾﻨﺪﮔﯽﻫﺎي ﺧﻮدرو ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎداري ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ آن ﻫﺎ دارد. ﻫﻤﭽﻨﯿﻦ ارﺗﺒﺎﻃﺎت ﺷﻔﺎﻫﯽ ﺑﺮ ﻣﺘﻐﯿﺮﻫﺎي ﻫﯿﺠﺎﻧﺎت، ﻧﮕﺮش ﺧﺮﯾﺪ و ﻫﻨﺠﺎرﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎدار و ﻣﺜﺒﺘﯽ دارد. ﻫﻤﭽﻨﯿﻦ، ﻧﺘﺎﯾﺞ آزﻣﻮن ﻓﺮﺿﯿﻪﻫﺎي ﭘﮋوﻫﺶ ﺣﺎﮐﯽ از آن اﺳﺖ ﮐﻪ ﻣﺘﻐﯿﺮﻫﺎي ﻫﻨﺠﺎرﻫﺎي اﺟﺘﻤﺎﻋﯽ و ﻧﮕﺮش ﺧﺮﯾﺪ در ﺑﺴﺘﺮ ﺷﺒﮑﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎداري ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن دارد، اﻣﺎ ﻣﺘﻐﯿﺮ ﻫﯿﺠﺎﻧﺎت ﺗﺄﺛﯿﺮ ﻣﻌﻨﯽداري ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن ﺧﻮدرو ﻧﺪارد. در ﻫﻤﯿﻦ راﺳﺘﺎ ﺗﻨﻬﺎ ﻣﺘﻐﯿﺮﻫﺎي ﻫﻨﺠﺎرﻫﺎي اﺟﺘﻤﺎﻋﯽ و ﻧﮕﺮش ﺧﺮﯾﺪ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ را در راﺑﻄﻪ ﺑﯿﻦ ارﺗﺒﺎﻃﺎت ﺷﻔﺎﻫﯽ و ﻗﺼﺪ ﺧﺮﯾﺪ اﯾﻔﺎ ﻣﯽﮐﻨﺪ.

The purpose of this study is to investigate the effect of oralcommunication on consumer purchasing behavior. In this regard, the role of mediator of emotions, social norms and attitudes has been studied.This is an applied and descriptive research in terms of goal and nature respectively.The method is survey in terms of collecting information. The statistical population of the study consisted of customers of automobile departments in Isfahan city. Using Cochran's relationship,384 questionnaires were distributed randomly among them. Reliability of the research tool and composite reliability for all variables were confirmed by Cronbach's alpha.Content validity and structure of the data collection tool were also confirmed.The findings, using structural equation modeling and PLS software,showed that the oral communication variable in the context of social networking among the car agency customers has a significant effect on their intention to purchase them. Also, oral communication has a significant positive, direct effect on emotional variables, shopping attitude and social norms, respectively with a significant amount of20/19,20/32and139/13.Also, the results of the research hypothesis test indicate that the variables of social norms and shopping attitudes have a significant effect on customer intent, but the emotional variables have no significant effect on the intention to buy car customers.