ارائة مدلی برای بررسی تأثیر عوامل مربوط به ارتباطات بازاریابی/ رسانه بر پذیرش تبلیغات موبایلی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی دانشکدة ادبیات و علوم انسانی، دانشگاه خلیج‌فارس بوشهر، ایران

2 کارشناس ارشد مدیریت بازرگانی، دانشگاه خلیج‌فارس بوشهر، ایران

چکیده

تبلیغات و ابزارهای تبلیغ همگام با پیشرفت‌های فناورانه، به سمت تعاملات فردبه‌فرد رفته است و با افزایش استفاده از خدمات موبایلی، تبلیغات از طریق موبایل به مهم‌ترین و تأثیرگذارترین فعالیت‌های بازاریابی تبدیل شده است. از این‌رو، فعالیت‌های تبلیغاتی برای نتیجه‌بخش‌بودن تبلیغات موبایلی باید بر گرایش‌ها و نیازهای مشتریان تمرکز کند و با ارائة خدمات ارزش افزوده، فرایند پذیرش تبلیغات را کامل کنند. هدف از انجام پژوهش حاضر تحلیل تأثیر عوامل ارتباطات بازاریابی/ رسانه بر پذیرش تبلیغات موبایلی است. تحقیق حاضر از نظر هدف، کاربردی و از نظر گردآوری اطلاعات توصیفی- پیمایشی است. پرسشنامه‌ای میان 400 نفر از کاربران تلفن همراه توزیع و جمع‌آوری شد و داده‌های به‌دست‌آمده از این پرسشنامه برای بررسی مدل و فرضیه‌های پژوهش به‌کار گرفته شد. تحلیل داده‌ها و تأیید مدل با روش مدل‌سازی معادلات ساختاری و تحلیل عاملی تأییدی انجام گرفت و براساس نتایج تحلیل مسیر، ارتباط بین متغیرهای مدل تبیین شد. یافته‌های پژوهش نشان‌دهندة تأثیر مثبت شاخص‌های تعامل‌پذیری، اعتبار، سرگرم‌کنندگی، مشوق‌ها و ارزشمندی و همچنین نشان‌دهندة تأثیر منفی رنجش و آزردگی بر پذیرش تبلیغات موبایلی است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Providing a model for investigating the impact of marketing communications / media on acceptance of mobile advertising

نویسندگان [English]

  • Manijeh Bahrainizadeh 1
  • Adel Pourdehghan 2
1 Associate Professor, Faculty of Management and Humanity, Persian Gulf University, Boushehr, Iran
2 MSc. Student, Business Administration, Persian Gulf University, Boushehr, Iran
چکیده [English]

Today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. In this regard, advertising activities need to focus on customers and their needs, tendencies and complete advertising admission process by providing value-added services.The aim of this study is to analyze the impact of marketing communications / media on acceptance of mobile advertising. The present study is applicable in terms of goal and descriptive in terms of data acquisition. To evaluate the proposed model and hypotheses, data collection from 400 mobile phone users was carried out in the city of Bushehr. For data analysis and model verification, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used, and the relation between the variables in the model based on the results of the path analysis was investigated. The results indicate the positive impact of indices including interaction, credit, entertainment, incentive and informativeness, and the negative impact of resentment on the acceptance of mobile advertising.

کلیدواژه‌ها [English]

  • acceptance of mobile advertising
  • attitude towards mobile advertising
  • intention
  • marketing communications factors

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