طراحی الگوی رفتاری مصرف کنندگان خدمات فایده محورنسبت به آمیختگی در جوامع مجازی برند

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران جتوب، تهران، ایران

2 دانشگاه آزاد اسلامی - تهران جنوب (عضو هیات علمی و معاون آموزشی )

3 دانشیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

4 استاد،گروه مدیریت بازرگانی،دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس،تهران،ایران.

چکیده

هدف: پژوهش حاضر با هدف تبیین الگوی رفتاری مصرف کنندگان خدمات فایده محور نسبت به آمیختگی در جوامع مجازی برند اجرا شده است.
روش: داده ها از طریق نمونه گیری هدفمند با دو دسته از مصرف کنندگان با واکنش های رفتاری متفاوت نسبت به آمیختگی در جوامع مجازی برند، از طریق مصاحبه های نیمه ساختار یافته گردآوری و با استفاده از روش تحلیل مضمون، تحلیل و در نهایت مولفه ها و ابعاد متناظر مشخص شدند.
یافته ها: ابعاد و مولفه های آمیختگی مصرف کننده در جوامع مجازی برند عبارتند از: عوامل مرتبط با برند (جایگاه برند در ذهن مصرف کننده، رضایت از برند)، عوامل فردی (میزان گشودگی مصرف کننده، امکان ارائه خود ایده آل، نگرش نسبت به افراد با آمیختگی بالا، درگیری ذهنی با محصول، سودمندی ادراک شده از آمیختگی و انگیزه مصرف کننده از بروز آمیختگی)، عوامل اجتماعی (کیفیت تعاملات اعضا، منبع محتوا) و عوامل مرتبط با جامعه مجازی برند (میزان برآورده شدن انتظارات از جوامع، تعهد جامعه نسبت به تعاملات، جذابیت محتوا).
نتیجه گیری: نتایج پژوهش حاکی از نقش مولفه های ذکر شده بر آمیختگی مصرف کنندگان خدمات فایده محور در جوامع مجازی برند می باشد. لذا مدیران برندها باید توجه ویژه ای به این مولفه ها داشته باشند.

کلیدواژه‌ها


عنوان مقاله [English]

Developing a Behavior Model for Consumer of utilitarian service Toward Engagement in Online Brand communities

نویسندگان [English]

  • azadeh goodarzi 1
  • Mir Ahmad Amirshahi 3
  • Asghar Moshabaki esfahani 4
1 .Ph.D. Student in Marketing Management, Faculty of Management, Islamic Azad University South Tehran Branch, Tehran, Iran
3 Associate Prof, Department of Management, Faculty of Social and Economic Sciences, Alzahra University, Tehran. Iran
4 Professor, Department of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.
چکیده [English]

Abstract

Objective
The present study aims to explain the behavioral pattern of utility service consumers to Engagement in Online Brand communities. Many companies seek to use this space to attract and communicate more with customers. For this reason, they try to strengthen their relationships with customers by creating Online Brand communities and customer Engagement. Utility companies are one of the types of companies that have been affected by this trend in recent years, But compared to hedging companies, they face more challenges in this area. Also, Studies show that little research has been done on the types of behavioral responses the Consumers of utilitarian services in Online Brand communities. Therefore, this study seeks to develop a behavioral model for utility service consumers to engage in it by dividing them based on behavioral differences and examining each category separately, through independent research.

Method
Data were collected through purposive sampling with two groups of consumers with different behavioral responses to engagement in online brand communities, through semi-structured interviews and using the analysis of content analysis method. In the first study, participants were consumers of one of the three Internet service providers (Shuttle, Hi Web, and Mobinnet) who had to connect the Online Brand communities but did not desire to engage. Data were collected from 12 consumers. In the second study, participants were consumers from one of the three Internet service providers (Shuttle, Hi Web, and Mobinnet) that had connected and engaged in the Online Brand communities of one of these companies. Data were collected from 10 of these individuals. Then, the data obtained from all two studies were coded with an approach based on thematic analysis, and the final model about consumer Engagement in Online Brand communities was extracted.

Findings
Dimensions and components of consumer Engagement in Online Brand communities are brand-related factors (brand position in the consumer's mind, brand satisfaction), individual factors (possibility of presenting the ideal self, Consumer attitude towards people with high Engagement, perceived usefulness of the Engagement, Consumer involvement with the product, Consumer motivation from the occurrence of Engagement and Consumer openness), social factors (Quality of community members' interactions with each other and Content source) and factors related to the online brand community (the extent to which Consumer expectations from communities are met, community commitment to interactions with Consumer and The attractiveness of the content).

Conclusion
The research results indicate the role of the mentioned components in Consumers of utilitarian service Toward Engagement in Online Brand communities. The dimensions and components identified were expressed in the final figure. six components of brand position in the consumer's mind, brand satisfaction, Consumer involvement with the product, perceived usefulness, community commitment to interactions with Consumers, and attractiveness of the content were repeated in the findings of two studies, Which can indicate the relative importance of these factors compared to other factors. Therefore, brand managers should pay special attention to these components. These findings help managers better understand consumers’ behavior and design or refine their communication strategies with them.

کلیدواژه‌ها [English]

  • Keywords: Consumer brand engagement
  • online brand communities
  • utilitarian service