نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشیار گروه مدیریت بازرگانی دانشکده اقتصاد و مدیریت دانشگاه تبریز، تبریز، ایران
2 کارشناسی ارشد، گروه مدیریت، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران.
3 استادیار، گروه مدیریت، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Purpose
In recent years, companies have shifted from sales-oriented approaches to customer-centric and content marketing strategies to build long-term customer relationships and enhance brand attachment. Consequently, novel approaches such as content marketing have gained significant attention. Content marketing, through the creation and distribution of valuable, relevant, and trustworthy content, represents one of the newest marketing strategies aimed at attracting and retaining customers. In other words, sufficiently valuable content within the customer's chosen domain is created and displayed to gain customer trust, ultimately leading to behavioral change and purchase persuasion. Therefore, this study aims to investigate the impact of product information provision on online impulse purchase intention, considering the mediating role of hedonic browsing and the moderating role of assurance strategies within the context of digital content marketing on the Digikala e-commerce platform.
Method
The target population of this research consists of customers of the Digikala online store. Due to the unlimited population, a non-probability sampling method was employed, and based on Cochran's formula, 384 individuals were selected. Ultimately, after removing unusable data, 313 responses were retained for final analysis. The relationships between variables were examined using Structural Equation Modeling (SEM) via Smart-PLS software, while reliability analysis and demographic statistics were conducted using SPSS software. This research is an applied, survey-based study, and data collection was performed through library and field methods using a questionnaire instrument.
Findings
The findings revealed that product information provision does not have a direct significant effect on online impulse purchase intention; however, this relationship becomes significant through the mediation of hedonic browsing. Furthermore, the moderating role of assurance strategies in the relationship between product information and online impulse purchase intention was not confirmed. Nevertheless, these assurance strategies exhibited a direct, positive, and significant effect on online impulse purchase intention.
Conclusion
This research indicates that product information provision on Digikala requires improvement, including the elimination of redundant descriptions and processes, greater personalization for users, and more in-depth analysis of behavior and other variables to facilitate online impulse purchase intention. The mean score for impulse purchasing was also low, and the weak effect of product information contributed to a low R² value, suggesting that other variables have a greater influence on the dependent variable. Based on the obtained results, to enhance online impulse purchases, the Digikala online store should focus on optimizing product information structure, enhancing hedonic appeals, and utilizing instant stimuli. According to the demographic results, the findings are largely generalizable to young, active online users and represent the behavior of groups such as students or Generation Z, rather than all Digikala customers. Therefore, future research could examine the roles of factors such as discounts, consumer income levels, and economic, cultural, and demographic differences in online impulse purchase intention; it is recommended that these variables be studied both independently and simultaneously. Additionally, it is suggested that future research employ longitudinal designs or mixed-method approaches, test the model on other platforms, differentiate product types, and examine the role of loyalty and purchase frequency to enhance the generalizability of the results. This approach could contribute to a more precise understanding of customer decision-making patterns in online purchasing. Overall, by strengthening trust-building mechanisms and reinforcing emotional behavior triggers, a theoretical foundation and necessary conceptual framework can be established to increase online impulse purchase intention, which will be further refined through future investigations into variables such as discounts, product differentiation, and experimental studies.
کلیدواژهها [English]
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