بررسی تاثیر ادراک از خلاقیت پیامک‌های تبلیغاتی بر نگرش و واکنش مصرف‌کنندگان

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشکدة اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 دانشجوی دکتری مدیریت بازاریابی بین‌الملل دانشگاه سمنان، سمنان، ایران

3 مربی گروه مدیریت بازرگانی دانشگاه پیام نور، دهدشت، ایران

چکیده

در عصر فناوری ‌اطلاعات و ارتباطات، نگرش مصرف‌کنندگان به ادراک از خلاقیت پیامک‌های تبلیغاتی، یکی از موضوعات مطرح در حوزة بازاریابی است و هنوز شناخت چندانی دربارة آن وجود ندارد. هدف این پژوهش، بررسی تأثیر ادراک از خلاقیت پیامک‌های تبلیغاتی بر نگرش و واکنش مصرف‌کنندگان به پیامک‌های تبلیغاتی ارسالی به تلفن همراه آنهاست. جامعة آماری این تحقیق کاربران تلفن همراه در شهر تهران و حجم نمونه 385 نفر است که به‌صورت نمونه‌گیری دردسترس انتخاب شدند. تحقیق حاضر از نظر هدف، کاربردی و از نظر نحوة گردآوری‌ داده‌ها توصیفی- پیمایشی است. مدل مورد مطالعه با استفاده از مدل‌سازی معادلات ساختاری و رویکرد کمترین مربعات جزئی آزمون شد. نتایج بیانگر آن است که ادراک از خلاقیت پیامک تبلیغاتی بر نگرش و واکنش‌رفتاری مصرف‌کنندگان به پیامک‌های تبلیغاتی ارسالی به تلفن همراه آنان تأثیر مثبت معناداری دارد، درحالی‌که ادراک از خلاقیت پیامک تبلیغاتی به‌صورت غیرمستقیم و از طریق متغیر میانجی نگرش نیز بر واکنش ‌رفتاری مصرف‌کنندگان تأثیر می‌گذارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the effect of creativity perception in advertising sms on the consumers attitude and reactions

نویسندگان [English]

  • Azim Zarei 1
  • Mahdi Dehghani Soltani 2
  • Hossein Farsizadeh 2
  • Rasoul Ghollamzadeh 3
1 Assistant Prof., In Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 Ph.D. Student of International Marketing Management, Semnan University, Semnan, Iran
3 Instructor, Department of Business Administration, Payame Noor University (PNU), Iran
چکیده [English]

Consumers' attitude about perception of creativity in advertising SMS is one of issues proposed in information technology and marketing era that is not so much identified yet. The purpose of this study is modeling conception in advertisement and its effect on consumers' behavioral reaction and attitude about advertising SMS to their cell phones. Statistical population of this research is cell phone users in Tehran city that their behavioral reactions and attitudes were tested by gathering 385 questionnaires from sample members who were selected by random sampling method. According to purpose, this research is applicable and according to its gathering method, it is surveying- descriptive. The model using structural equation modeling and tested approach is partial least squares. Results show that conception of creativity in advertisement SMS has positive and significant effect on consumers' behavioral reactions and attitude about advertising SMS sent to their cell phones, while conception of creativity in advertising SMS influences indirectly by attitude mediating variable on consumers' behavioral reactions.

کلیدواژه‌ها [English]

  • Perception of advertisement creativity
  • Cell phone advertisement
  • Attitude
  • Behavioral reaction
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