نقش شخصیت تلویزیونی مصرف‌کنندگان و تعامل با مخاطبان در رفتار خرید تلویزیونی (نمونه‌پژوهی: شهر اردبیل)

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 کارشناس ارشد، گروه مدیریت و اقتصاد، دانشگاه محقق اردبیلی، اردبیل، ایران.

2 دانشیار، گروه مدیریت بازرگانی،دانشکده ادبیات و علوم انسانی، دانشگاه محقق اردبیلی، اردبیل، ایران.

3 استادیار، گروه مدیریت و اقتصاد، دانشکده ادبیات و علوم انسانی، دانشگاه محقق اردبیلی، اردبیل،ایران.

4 داﻧﺸیار، ﮔﺮوه ﻣﺪﻳﺮﻳﺖ و اﻗﺘﺼﺎد، داﻧﺸﻜﺪه ادبیات و ﻋﻠﻮم اﻧﺴﺎﻧﻲ، داﻧﺸﮕﺎه ﻣﺤﻘﻖ اردبیلی ،اردبیل، اﻳﺮان .

چکیده

هدف: امروزه خرید تلویزیونی به دلایلی همچون کاهش در هزینه‌ها، دسترسی سریع و آسان به خدمات، شفاف‌سازی و ارائه اطلاعات جامع و غیره، به یکی از ابزارهای پرکاربرد در بازاریابی و تبلیغ تبدیل شده است. اما مرور ادبیات پژوهش نشان می‌دهد که چنین مفهومی به‌دلیل نوظهور بودن، به‌ویژه در ایران، به‌شکل کاملی بررسی نشده است. بر این اساس، هدف این پژوهش، شناسایی عواملی است که بر رفتار خرید تلویزیونی مصرف‌کنندگان تأثیر می‌گذارند. بدین منظور، متغیرهای وابستگی به تلویزیون و مواجهه با تلویزیون، مواجهه با خرید تلویزیونی و وابستگی به خرید تلویزیونی، اثرهای مشارکت تلویزیونی و تعامل فرااجتماعی، به‌عنوان عوامل تعیین‌کننده رفتار خرید تلویزیونی در نظر گرفته شدند.
روش: با توجه به محتوای بررسی‌شده، پژوهش از لحاظ هدف کاربردی و از نظر روش گردآوری داده‌ها توصیفی ـ پیمایشی است. جامعه آماری، شهروندان 18 ساله و بزرگ‌تر از 18 سال شهر اردبیل هستند که حداقل یک بار تجربه خرید تلویزیونی را داشته‌اند.
یافته‌ها: یافته‌های پژوهش نشان داد که تمامی متغیرهای مستقل پژوهش با تأثیرگذاری معنادار مثبت، به گسترش رفتارهای خرید تلویزیونی منجر می‌شوند.
نتیجه‌گیری: نتایج این پژوهش با شناسایی عوامل تسهیل‌کننده رفتار خرید تلویزیونی، به مدیران بازاریابی در سیاست‌گذاری درست برای اثربخشی فعالیت‌های بازاریابی کمک می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Consumers’ TV Personality and Interaction with Audience in Teleshopping Behavior (Case Study: Ardabil City)

نویسندگان [English]

  • Parisa Reshadatnia 1
  • Bagher Asgarnezhad Nouri 2
  • Hatef Hazeri 3
  • Ghasem Zare 4
1 M.A., Department of Economy and Management, Faculty of Literature and Humanities, University of Mohaghegh Ardabili, Ardabil, Iran.
2 Associate Prof., Department of Business Management, Faculty of Literature and Humanities, University of Mohaghegh Ardabili, Ardabil, Iran.
3 Assistant Prof., Department of Business Management, Faculty of Literature and Humanities, University of Mohaghegh Ardabili, Ardabil, Iran.
4 Associate Prof., Department of Business Administration, Faculty of Literature and Humanities, University of Mohaghegh Ardabili, Ardabil, Iran.
چکیده [English]

Objective
Although there is no distinct TV channel dedicated to teleshopping products in Iran, there is a growing number of advertising programs broadcasted among most of the TV channels everyday. This is applied to local TV channels as well. The residents of the city of Ardabil, have shown to be more willing to teleshopping because of less availability of new products and the long distance to hhe capital city or other metropolices. Such a tendency is growing among the citizens of Ardabil. Accordingly, the purpose of this study is to identify the factors that can affect the consumers’ teleshopping behavior in Iran and in the city of Ardabil. For this purpose, the following variables were considered as the determining factors in the teleshopping behavior according to the literature: dependence on television and exposure to television, exposure to teleshopping and dependence on teleshopping, the effects of tele-participation and trans-social interaction.
 
Methodology
The statistical population of this study includes the citizens of the city of Ardabil who are over 18 years old and also have the experience of teleshopping. A standard questionnaire was used to collect data to measure the variables. The questionnaire was distributed both online and face-to-face. Structural equation modeling was used to estimate the research model and to test the research hypothesis. SPSS and Smart PLS specialized software have also been used to analyze the data.
 
Findings
The results showed that exposure to television can have a positive effect on dependence on teleshopping. Dependence on teleshopping programs can be achieved through raising awareness of the people’ needs by watching the contents of TV programs. It is believed that dependence on television has a positive effect on dependence on teleshopping. People can increase their dependence on television in order to achieve their personal and social goals. Exposure to television can lead to exposure to teleshopping. In other words, the time spent on watching TV programs can affect the hours of watching teleshopping programs. Dependence on teleshopping programs can have a positive effect on building a friendly and social relationship with the teleshopping show hosts. Accordingly, teleshopping programs can be considered as an ideal tool to search for trans-social interactions. Such programs display fewer contents to attract viewers and trans-social interactions play a crucial role in attracting viewers in this case. The positive effect of dependence on teleshopping leads to tele-participation effects. Given the positive effect of the viewers’ tele-participation on the trans-social interactions with the hosts of the teleshopping program as well as the positive effect of the trans-social interaction with these hosts on the exposure to teleshopping, it can be stated that the viewers’ participation with the participants of the program (such as public comments in the street, short messages, phone calls from other viewers) can lead to increased trans-social interactions. Finally, the exposure to teleshopping has had a significantly positive effect on teleshopping behaviors. In other words, the more the viewers are exposed to teleshopping programs and the more time is spent on watching teleshopping programs, their behaviors will more likely lead to purchasing through teleshopping programs.
 
Conclusion
Today, teleshopping has become one of the most widely used tools in marketing and advertising for a variety of reasons such as reduction of costs, quick and easy access to services, transparency and provision of comprehensive information. However, a review of research literature shows that such a concept has not been fully studied due to its advent, especially in Iran. The results obtained from the estimations of the research model confirmed all the hypotheses of the present study and it was found that these factors can play a positive role in the development of consumers’ teleshopping behaviors in Iran.

کلیدواژه‌ها [English]

  • Teleshopping
  • Teleshopping behavior
  • TV personality
  • Audience interaction
رسولی، محمدرضا؛ طالب‎لو، راضیه (1392). بررسی تأثیر تبلیغات تله شاپینگ در دو شبکه بازار و جم تی وی بر اقدام به خرید بانوان شهر تهران. فصلنامه مطالعات توسعه اجتماعی ـ فرهنگی، 2(2)، 145- 173.
دهدشتی شاهرخ، زهره؛ مبرهن، سمانه (1391). بررسی تأثیر عوامل انگیزش فردی بر خرید اینترنتی. مدیریت بازرگانی (دانش مدیریت)، 4(2)، 37- 52.
منتظری، محمد؛ ابراهیمی، علیرضا؛ احمدی، پرویز؛ راهنما، آمنه (1393). بررسی عوامل مؤثر بر قصد خرید در تجارت الکترونیک. مدیریت بازرگانی، 6(2)، 207- 226.
اسماعیل‌زاده، علی؛ امرایی، حافظ؛ قلی‌پور، سارا؛ مقدم، آرش (1396). تأثیر جو و طراحی چیدمان فروشگاه‌های اینترنتی، بر رفتار خرید آنی آنلاین مشتریان. مدیریت بازرگانی، 9(2)، 213- 232.
 
References
Alcaniz, E., Blas, S., Torres, F. (2006). Dependency in consumer media relations: an application to the case of teleshopping. Journal of Consumer Behaviour, 5, 397–410.
Alcaniz, E., Mafe, C., Manzano, J., Blas, S. (2007). Influence of online shopping information dependency and innovativeness on internet shopping adoption. Online Information Review, 32(5), 648-667.
Bellman, S., Murphy, J., Hassard, S., Farrell, J., Qiu, L., Varan, D. (2013). Using internet behavior to deliver relevant television commercials. Journal of Interactive Marketing, 27: 130–140.
Blas, S., García, I., Economía, F., Valencia, U. (2006). Development of a sector with a bright future: Teleshopping. Esic Market.
Blas, S., Mafe, C. (2007). Teleshopping adoption by Spanish consumers. Journal of Consumer Marketing, 24(4), 242 – 250.
Cortese, J., Rubin, A. (2013). Uses and gratifications of television home shopping. Atlantic Journal of Communication, 18, 89–109.
Dehdashti Shahrokh, Z., Mobarhan, S. (2012). Investigation of individual motivational factors on online shopping. Journal of Business Management, 4(12), 37-52. (in Persian)
Esmaeelzadeh, A., Amraee, H., Gholipoor, S., Moghadam, A. (2017). The effect of the atmosphere and store layout and web design, online impulse buying behavior of customers. Journal of Business Management, 9(2), 213-232. (in Persian)
Kim, M., Lennon, Sh. (2000). Television Shopping for Apparel in the United States: Effects of Perceived Amount of Information on Perceived Risks and Purchase Intentions. Family and Consumer Sciences Research Journal, 28(3), 301-330.
Leverick, F., Littler, D., Wilson, D., Bruce, M. (1997). The role of IT in the reshaping of marketing. Journal of Marketing Practice: Applied Marketing Science, 3(2), 87-106.
Matthew, T., Brock, J. (2012). Perceived benefits, perceived risk, and trust. Asia Pacific Journal of Marketing and Logistics, 25(2), 225-248.
Mckay, J., Fletcher, K. (1988). Consumers’ attitudes towards teleshopping. The Quarterly Review of Marketing, 13(3), 1-7.
Men, L., Muralidharan, S. (2016). Understanding social media peer communication and organization–public relationships: Evidence from China and the United States. Journalism & Mass Communication Quarterly, 1–21. https://doi.org/10.1177/10776990 16674187.
Montazeri, M., Ebrahimi, A., Ahmadi, P., Rahnama, A. (2014). Investigation of the Factors Affecting the Intention to Purchase on Electronic Commerce. Journal of Business Management, 6(2), 226-207. (in Persian)
Oh, J., & Jeong, D. (2015). The effects of consumers’ beliefs about TV home shopping advertising on attitude and purchase intention. Indian Journal of Science and Technology, 8(14). DOI:10.17485/ijst/2015/v8i14/68366.
Olubunmi, A., Samuel, A. (2017). The impact of ict usage in improving advertisingstrategies in selected media house: A case study of splash FM. Library Philosophy and Practice.
Perez, R., Mafe, C., Blas, S. (2011). What motivates consumers to teleshopping? The impact of TV personalityand audience interaction. Marketing Intelligence & Planning, 29, 534-555.
Rasouli, M., Talebloo, R. (2013). Evaluation on the Role of Teleshopping Commercials of Two TV Channels on Buying the Advertised Products among Women ofTehran. Quarterly Journal of Socio - Cultural Development Studies, 2(2), 145-173. (in Persian)
Requena, J., Sellens, J., Sellens, A. (2007). ICT use in marketing as innovation success factor: Enhancing cooperation in new product development processes. European Journal of Innovation Management, 10(2).
Rubin, A., Step, M. (2000). Impact of motivation, attraction, and parasocial interaction on talk radio listening. Journal of Broadcasting and Electronic Media, 44(4), 635-654.
Sharma, A., & Sheth, J. (2004). Web-based marketing. The coming revolution in marketing thought and strategy. Journal of Business Research, 57(7), 696-702.
Skumanich, S., Kintsfather, D. (1998). Individual Media Dependency Relations within Television Shopping Programming. Communication Research, 25(2), 200-219.
Tsai, F., Chen, W., Chen, H. (2016). Factors Influencing Irrational Buying: The Case of Television Shopping. National Cheng Kung University.
Wagner, G., Klein, H., Steinmann, S. (2016). Consumers' attitudes and intentions toward Internet-enabled TV shopping. Journal of Retailing and Consumer Services, 34, 278-286.
Zhu, Y., Chen, H. (2015). Social Media and Human Need Satisfaction: Implication for Social Media Marketing. Kelley School of Business.