فصلنامه علمی مطالعات میان‌رشته‌ای ارتباطات و رسانه

فصلنامه علمی مطالعات میان‌رشته‌ای ارتباطات و رسانه

واکاوی عوامل موثر بر اشتراک تجربه مشتری در اجتماع های آنلاین برند

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشیار گروه مدیریت بازرگانی و کارآفرینی، دانشکده مدیریت و حسابداری، دانشگاه تهران، تهران، ایران.
2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی و کارآفرینی، دانشکده مدیریت و حسابداری، دانشگاه تهران، تهران، ایران.
3 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران (نویسنده مسئول)
10.22034/jiscm.2023.353557.1411
چکیده
تحولات بازارهای جهانی شرکت‌ها را ناگزیر به روی آوردن به‌سوی جوامع برند آنلاین کرده است؛ محیطی که مصرف‌کنندگان در تبادل، اشتراک‌گذاری و بحث در خصوص افکار خود بسیار مشتاق و باانگیزه عمل می‌کنند. درنتیجه تقویت جامعه برند آنلاین یکی از مؤثرترین روش‌هایی است که می‌توان از اثربخشی طرح‌های بازاریابی اطمینان حاصل کرد. به همین جهت در این تحقیق به واکاوی عوامل موثر بر اشتراک تجربه مشتری در اجتماع‌های آنلاین برند پرداخته‌شده است. به این منظور سایت دیجی کلاب (باشگاه مشتریان دیجی کالا) به‌عنوان مورد پژوهش انتخاب شده است. این پژوهش از منظر هدف از نوع کاربردی و از نظر شیوه جمع‌آوری داده‌ها توصیفی-پیمایشی است و از روش‌های کتابخانه‌ای و میدانی برای جمع‌آوری داده‌های پژوهش استفاده شده است. جامعه آماری این پژوهش شامل آن دسته از اعضای دیجی کلاب است که در دی ماه سال 1400 در دسترس پژوهشگر قرار داشته‌اند. نمونه آماری برابر با ۴۳۵ نفر بود که به صورت در دسترس انتخاب شدند. روایی پرسشنامه با استفاده از روایی سازه و محتوا و پایایی پرسشنامه با استفاده از ضریب آلفای کرونباخ مورد بررسی و تایید قرار گرفته است. بر اساس نتایج این پژوهش عوامل موثر بر اشتراک‌گذاری تجارب مشتری در اجتماع‌های آنلاین برند شامل احساس مسئولیت، اعتماد، ایجاد ارتباط، ابراز وجود، پاداش، پاسخگویی، پیوند عاطفی با برند، درگیری ذهنی، سرگرمی، سرمایه اجتماعی رابطه‌ای، شناخته شدن، خودکارآمدی، کشف خود است. ب
کلیدواژه‌ها

عنوان مقاله English

Analysis of the Factors Affecting Customer Experience Sharing in Online Brand Communities

نویسندگان English

mohammad ghaffari 1
Esmaeil Kordi 2
Amirreza Konjkav Monfared 3
1 Associate Professor, Department of Business Administration and Entrepreuership, Faculty of Management and Accounting, University of Tehran, Tehran, Iran.
2 M.A. Student in Business Administration,Department of Business Administration and Entrepreuership, Faculty of Management and Accounting, University of Tehran, Tehran, Iran.
3 Associate Professor, Department of Dusiness Administration, Department of Management Sciences, Yazd University, Yazd, Iran (Corresponding Author)
چکیده English

The evolution of global markets has forced companies to turn to online brand communities; an environment wherein consumers are very enthusiastic and motivated to exchange, share and discuss their thoughts. As a result, strengthening the online brand community is one of the most effective ways to ensure the effectiveness of marketing plans. For this reason, in this research, the factors affecting the sharing of customer experience in online brand communities have been analyzed. For this purpose, the DigiClub site (DigiKala’s customer club) has been selected as the research subject. In terms of goal, this research is applied and in terms of data-collection method, it is descriptive-survey. Library and field methods were also used to collect the research data. The statistical population of this research includes those members of DigiClub who were available to the researcher in January, 2021. The statistical sample included 435 individuals who were selected as available. The validity of the questionnaire has been examined and confirmed using construct and content validity and the reliability of the questionnaire was examined and confirmed through Cronbach's alpha coefficient. Based on the results of this research, the factors affecting the sharing of customer experiences in online brand communities include: a sense of responsibility, trust, relationship building, self-expression, reward, accountability, emotional connection with the brand, mental engagement, entertainment, relational social capital, recognition, self-efficacy, and self-discovery.

کلیدواژه‌ها English

Online Brand Community
Customer Experience
Experience Sharing
Digiclub
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