فصلنامه علمی مطالعات میان‌رشته‌ای ارتباطات و رسانه

فصلنامه علمی مطالعات میان‌رشته‌ای ارتباطات و رسانه

چگونه تایید سلبریتی بر مقاصد رفتاری تاثیر می‌گذارد؟ نقش تعدیلگر ارزش ادراک شده

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
2 کارشناس ارشد رشته مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه تهران، تهران، ایران
3 دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
10.22034/jiscm.2024.384397.1487
چکیده
یکی از محبوب‌ترین استراتژی‌های تبلیغاتی استفاده از تاییدکننده‌های مشهور است و هدف از توسعه این مقاله تحقیقاتی، ارزیابی تأثیر مزایای تایید سلبریتی و بررسی اثر تعدیل‌کننده ارزش درک شده محصولات سودمندگرا و لذت‌بخش است. روش پژوهش حاضر کمی و نمونه‌ای 220 نفره از دو گروه مصرف‌کنندگان محصولات سودمندگرا (محصولات رونیکس) و لذت‌جویانه (محصولات بیژن) که هر گروه شامل 110 نفر بودند تشکیل گردید و جهت بررسی تایید سلبریتی بر مقاصد رفتاری از دو تبلیغ آقای میلاد کی‌مرام برای محصولات رونیکس و آقای امین حیایی برای محصولات بیژن استفاده گردید و از تکنیک "مدل سازی معادلات ساختاری" برای ارزیابی فرضیه تحقیق استفاده شد. در نهایت، اثر تعدیل‌کننده ارزش درک شده در دو گروه مصرف‌کننده کالای سودمندگرا و لذت‌بخش ارزیابی گردید. یافته‌های تحقیق نشان می‌دهد که نوع محصول ارزش درک‌شده توسط مصرف‌کننده برای مزایای لذت‌گرایانه و سودمندگرا، ابزارهای ارتقای فروش را در محصولات سودمندگرا بر قصد خرید تعدیل می‌کند و در گروه لذت‌گرایانه اثر تعدیل کننده ندارد. همچنین مشخص شد تایید سلبریتی بر مقاصد رفتاری مصرف‌کنندگان در هر دو گروه اثر بخش می‌باشد و تصویر برند نقش میانجی در رابطه تایید سلبریتی و مقاصد رفتاری در گروه ارزش درک‌شده سودمند‌گرا تاثیر گذار می‌باشد. یافته‌های این تحقیق می‌تواند برای بازاریابان مفید باشد تا یک استراتژی ارتقای مقاصد رفتاری مؤثر را با در نظر گرفتن تأثیر متفاوت طبقه‌بندی ارزش درک-شده از محصولات مزایای پیشبرد فروش را توسعه دهند.
کلیدواژه‌ها

عنوان مقاله English

How Does Celebrity Endorsement Affect Behavioral Intentions? The Moderating Role of Perceived Value

نویسندگان English

Morteza Maleki MinbashRazgah 1
Fatemeh Tafreshi 2
Hadi Ghazvini 3
1 Associated Professor, Department of Business Management , Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran, (Corresponding Auther)
2 M. A. in Business Management, Faculty of Management and Accounting, Tehran University, Tehran, Iran
3 Ph.D in Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan. Iran.
چکیده English

One of the most popular advertising strategies is using celebrity endorsers, and the goal of this research paper is to evaluate the impact of the benefits of celebrity endorsement and examining the moderating effect of the perceived value of utilitarian and hedonic products. The present study’s method was quantitative and a sample of 220 people from two groups of consumers of utilitarian products (Ronix products) and hedonic products (Bijan products), each group consisting of 110 people, was formed. In order to examine the effect of celebrity endorsement on behavioral intentions, two advertisements by Mr. Milad Keymaram for Ronix products and Mr. Amin Hayaei for Bijan products were used, and the structural equation modeling technique was applied to evaluate the research hypothesis. Finally, the moderating effect of the perceived value was evaluated in the two groups of consumers of utilitarian products and those of hedonic products. The findings of the study show that the type of product and the perceived value of the consumer for hedonic and utilitarian benefits moderate the sales promotion tools in utilitarian products on purchase intention and do not have a moderating effect in the hedonic group. It was also found that celebrity endorsement is effective on consumers' behavioral intentions in both groups and brand image plays a mediating role in the relationship between celebrity endorsement and behavioral intentions in the utilitarian perceived value group. The findings of this study can be useful for marketers to develop an effective behavioral intention promotion strategy by considering the different impact of the perceived value classification of sales promotion benefits products.

کلیدواژه‌ها English

Celebrity Endorsement
Behavioral Intentions
Brand Attitude
Perceived Value
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