پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 127 |
| تعداد شمارهها | 7,130 |
| تعداد مقالات | 76,733 |
| تعداد مشاهده مقاله | 153,924,010 |
| تعداد دریافت فایل اصل مقاله | 115,925,116 |
بررسی تأثیر محتوای کاربرساخته بر قصد خرید و خرید تکانشی با میانجیگری نگرش به خرید برخط در صنعت مُد و پوشاک | ||
| بررسیهای مدیریت رسانه | ||
| دوره 4، شماره 3، 1404، صفحه 438-465 اصل مقاله (687.3 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/mmr.2025.390334.1157 | ||
| نویسندگان | ||
| داریوش طهماسبی* 1؛ آیدین سلام زاده2؛ مهدی خادمی3؛ سارا یزدان پناه4 | ||
| 1استادیار، گروه مدیریت، دانشکدۀ تجارت و بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران. | ||
| 2استادیار، گروه مدیریت، دانشکدۀ کسبوکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران. | ||
| 3دانشیار، گروه مدیریت، مؤسسۀ عالی آموزش و پژوهش مدیریت و برنامهریزی، تهران، ایران. | ||
| 4کارشناسی ارشد، گروه مدیریت، دانشکدۀ تجارت و بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران. | ||
| چکیده | ||
| هدف: امروزه با گسترش دسترسی عموم افراد به بسترهای تولید محتوا، کاربران میتوانند بهراحتی تجربههای خرید و تعامل با برندها و محصولات مختلف را بهشیوههای گوناگون به اشتراک بگذارند. این محتواها، بهطور بالقوه میتوانند برای برندها مزیتهای زیادی را به همراه داشته باشند؛ زیرا سایر کاربران این محتواها را معتبرتر و صادقانهتر از تبلیغات رسمی برندها درک میکنند. برندهای مُد و پوشاک نیز که از پُرمخاطبترین صفحات در شبکههای اجتماعی هستند، باید به محتوای کاربرساخته توجه ویژهای داشته باشند و آن را بهشیوهای مناسب مدیریت کنند. روش: پژوهش حاضر از نظر هدف کاربردی و از نظر شیوۀ گردآوری و تحلیل اطلاعات، توصیفی و از نوع پیمایشی است. جامعۀ آماری پژوهش، مصرفکنندگان برندهای مُد و پوشاک در فضای برخط در نظر گرفته شد. روش نمونهگیری این پژوهش، نمونهگیری در دسترس بود و دادهها از ۳۰۴ مصرفکنندۀ محصولات مُد و پوشاک در شهر تهران گردآوری شد. ابزار جمعآوری دادهها پرسشنامه بود. برای تحلیل دادهها، از روش مدلسازی معادلات ساختاری، در نرمافزار اسمارت پیالاس استفاده شد. یافتهها: نتایج پژوهش نشان داد که محتوای کاربرساخته بر قصد خرید، خرید تکانشی، رفتار تکانشی و نگرش به خرید آنلاین اثر معناداری دارد. نگرش به خرید آنلاین، بر قصد خرید و خرید تکانشی اثر معناداری دارد. همچنین رفتار تکانشی بر قصد خرید و خرید تکانشی اثر معناداری دارد. نتیجهگیری: با استفاده از محتوای کاربرساخته، کسبوکارها میتوانند پیوندهای عاطفی قویتری را با مصرفکنندگان برقرار کنند، به تقویت تعاملها بپردازند و فروش را افزایش دهند. افزونبراین، یافتههای پژوهش اهمیت طراحی استراتژیک کمپینهای محتوای کاربرساخته را که با ارزشهای مصرفکنندگان همسو باشد، برجسته میکند و هم اقدامهای فوری (مانند خریدهای تکانشی) و هم وفاداری بلندمدت به برند را تقویت میکند. این پژوهش به درک عمیقتر روانشناسی مصرفکننده در عصر دیجیتال کمک میکند و راهنماییهای ارزشمندی را برای بازاریابان، بهمنظور بهینهسازی ظرفیتهای محتوای کاربرساخته برای رشد کسبوکار ارائه میدهد. | ||
| کلیدواژهها | ||
| محتوای کاربرساخته؛ خرید تکانشی؛ قصد خرید؛ نگرش نسبت به خرید برخط | ||
| عنوان مقاله [English] | ||
| Examining the Impact of user generated Content on Purchase Intention and Impulsive Buying with the Mediation of Attitude towards Online Shopping in the Fashion and Clothing Industry | ||
| نویسندگان [English] | ||
| Dariush Tahmasebi1؛ Aydin Salamzadeh2؛ Mehdi Khademi3؛ Sara YazdanPanah4 | ||
| 1Assistant Prof., Department of Management, Faculty of Commerce and Trade, College of Management, University of Tehran, Tehran, Iran. | ||
| 2Assistant Prof., Department of Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran. | ||
| 3Associate Prof., Department of Management, Higher Institute of Management and Planning Education and Research, Tehran, Iran. | ||
| 4MSc., Department of Management, Faculty of Commerce and Trade, College of Management, University of Tehran, Tehran, Iran. | ||
| چکیده [English] | ||
| Objective In today’s digital world, users are not only consumers of content, but they have also become an important part of its producers. User-generated content, such as photos, videos, and reviews on social media and online sales platforms, creates more credibility and trust with other users because it is produced by real people and not directly affiliated with a brand. This type of content can change consumers’ attitudes toward online shopping, whether by increasing trust and ease of use, or by creating excitement or a sense of belonging to a fashion consumer community. A positive attitude toward online shopping is an important mediating factor that can explain the relationship between user-generated content and purchasing behavior. When an audience finds other users’ content credible and engaging, they are more likely to form a positive view of online shopping. This positive attitude may increase planned purchase intentions and even create conditions for an individual to make an impulsive purchase decision in the moment, especially in the fashion and apparel industry, where visual appeal and emotional triggers are very strong. In impulse buying, the dominant motivation is usually emotional and momentary. The design of online fashion environments and the use of user-generated content can stimulate this type of purchase through social feedback, realistic product displays, and creating a sense of time limitation or scarcity. Differences in customer demographics such as age, gender, or online shopping experience may also play a role in the intensity of the impact of user-generated content. Therefore, by expanding the public's access to content production platforms, users can easily share their shopping experiences and interactions with different brands and products in various ways. This content can potentially bring many advantages to brands, because other users perceive this content as more authentic and honest than official brand advertisements. Fashion and clothing brands, which are among the most popular pages on social networks, should also pay special attention to user-generated content and manage it in an appropriate manner. Research Methodology The present study is applied in terms of its purpose and descriptive and survey-type in terms of its data collection and analysis method. The statistical population of this study is consumers of fashion and clothing brands in the online space. In this study, convenience sampling method was used and data were collected from 304 consumers of fashion and clothing products in Tehran. The data collection tool was a questionnaire and structural equation modeling method with Smart-PLS software was used to analyze the data. Findings The results of the study showed that user-generated content has a significant effect on purchase intention, impulse buying, impulsive behavior, and attitude towards online shopping. Attitude towards online shopping has a significant effect on purchase intention and impulse buying. Impulsive behavior also has a significant effect on purchase intention and impulse buying. Discussion & Conclusion In traditional communication methods, a source was responsible for transmitting information to the audience (such as newspapers, books, or advertisements on television and billboards); but in digital media, the interaction between people and businesses becomes more important. User-generated content adds richness to the main content and covers sub-topics that are not included in the content. Today, many media outlets design their business models based on user-generated content and encourage users to produce free content by offering incentives to them. In addition to transmitting the information needed to the audience and potential customers, the regular production, collection, and publication of user-generated content provides fashion and apparel industry managers with new ideas and opportunities to produce and offer products and services tailored to the needs of the audience. Among all the tools that the fashion and apparel industry has to introduce itself on the web, user-generated content is one of the most important. Typically, buyers use user-generated content throughout their interaction with the fashion and apparel industry. This type of content can increase the level of interaction between the fashion and apparel brand and the audience and increase conversion rates. Given the role and importance of social media in Iranian businesses, and especially in the fashion and apparel industry, the attractiveness of producing content and presenting opinions and experiences of consumers in this industry through these media has increased. Consumers in this industry can use user-generated content as a valuable source to convey their experience or opinion about products or brands. These developments highlight the need for greater attention and understanding of user-generated content and its impact on factors such as purchase intention and impulse buying. Since the scope of influence of this type of content varies according to reputation, credibility, honesty, etc., and can be produced by anyone who is present on social media, many users encounter this type of content every day, which makes it important to recognize and pay attention to it.By leveraging user generated content, businesses can build stronger emotional bonds with consumers, foster engagement, and increase sales. The findings also highlight the importance of strategically designing user-generated content campaigns that align with consumers’ values, which fosters both immediate actions (such as impulse purchases) and long-term brand loyalty. The research contributes to a deeper understanding of consumer psychology in the digital age and provides valuable guidance for marketers on how to optimize the potential of user-generated content for business growth. | ||
| کلیدواژهها [English] | ||
| User-Generated Content (UGC), Impulse buying purchase behavior, Online shopping, Fashion industry | ||
| مراجع | ||
|
Arpan, L., Ray, E., Sellers, N., Bravo, O. & Yan, Z. (2024). Self-effects of user-generated advocacy messages on self-identity, attitudes, and intentions to act. Communication Research Reports, 41, 117 - 129. https://doi.org/10.1080/08824096.2024.2351368. Ayeh, J. K., Au, N. & Law, R. (2013). “Do we believe in tripadvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437–452. https://doi.org/10.1177/0047287512475217 Bao, Z. & Yang, J. (2022). Why online consumers have the urge to buy impulsively: Roles of serendipity, trust and flow experience. Management Decision, 60(12), 3350–3365. https://doi.org/10.1108/md-07-2021-0900 Cachón-Rodríguez, G., Blanco-González, A., Prado-Román, C. & Fernández-Portillo, A. (2024). How compulsive and impulsive buying affect consumer emotional regulation. Is anxiety a differential element? European Journal of Management and Business Economics, 34(3), 340-358. https://doi.org/10.1108/ejmbe-06-2023-0172 Chen, W., Chen, C. & Lin, Y. (2020). Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites. Journal of Ambient Intelligence and Humanized Computing, 14(11), 14453–14466. https://doi.org/10.1007/s12652-020-02333-z Chen, X., Kassas, B. & Gao, Z. (2021). Impulsive purchasing in grocery shopping: Do the shopping companions matter? Journal of Retailing and Consumer Services, 60, 102495. https://doi.org/10.1016/J.JRETCONSER.2021.102495. Chetioui, Y. & Bouzidi, L. E. (2023). An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different? Young Consumers Insight and Ideas for Responsible Marketers, 24(4), 406–426. https://doi.org/10.1108/yc-06-2022-1548 Chetioui, Y., Lebdaoui, H. & Chetioui, H. (2020). Factors influencing consumer attitudes toward online shopping: the mediating effect of trust. EuroMed Journal of Business, 16(4), 544–563. https://doi.org/10.1108/emjb-05-2020-0046 Cheung, M. L., Leung, W. K., Cheah, J. & Ting, H. (2021). Exploring the effectiveness of emotional and rational user-generated contents in digital tourism platforms. Journal of Vacation Marketing, 28(2), 152–170. https://doi.org/10.1177/13567667211030675 CNBC (2018). Younger shoppers make impulse purchases online-here’s how sites trick you into spending. URL https://www.cnbc.com/2018/12/11/ 80percent-of-young-people-made-an-impulse-buy-online-this-yearheres-why.html (accessed 02 September 2024). Djafarova, E. & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345 Fang, X., Zhang, F., Liao, K. & Ghoreishi, M. (2022). Emotional regulation factors of impulse buying and conformity psychology. International Journal of Neuropsychopharmacology. https://doi.org/10.1093/ijnp/pyac032.060. Geng, R. & Chen, J. (2021). The Influencing Mechanism of interaction Quality of UGC on Consumers’ Purchase Intention – An Empirical analysis. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697382 Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J. & Srivastava, D. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68, 103000. https://doi.org/10.1016/j.jretconser.2022.103000 Jia, Y., Feng, H., Wang, X. & Alvarado, M. (2023). “Customer reviews or vlogger reviews?” The impact of Cross-Platform UGC on the sales of experiential products on E-Commerce platforms. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1257–1282. https://doi.org/10.3390/jtaer18030064 Lavuri, R. (2021). Intrinsic factors affecting online impulsive shopping during the COVID-19 in emerging markets. International Journal of Emerging Markets, 18(4), 958–977. https://doi.org/10.1108/ijoem-12-2020-1530 Lim, S. H. & Kim, D. J. (2021). The effect of unmindfulness on impulse purchasing behaviours in the context of online shopping from a classical attitude theory perspective. Behaviour and Information Technology, 41(16), 3432–3449. https://doi.org/10.1080/0144929x.2021.1996630 Liu, S. Q., Ozanne, M. & Mattila, A. S. (2018). Does expressing subjectivity in online reviews enhance persuasion? Journal of Consumer Marketing, 35(4), 403–413. https://doi.org/10.1108/jcm-02-2017-2109 Liu, X. S., Shi, Y., Xue, N. I. & Shen, H. (2022). The impact of time pressure on impulsive buying: The moderating role of consumption type. Tourism Management, 91, 104505. https://doi.org/10.1016/j.tourman.2022.104505 Mathur, S., Tewari, A. & Singh, A. (2021). Modeling the Factors affecting Online Purchase Intention: The Mediating Effect of Consumer’s Attitude towards User- Generated Content. Journal of Marketing Communications, 28(7), 725–744. https://doi.org/10.1080/13527266.2021.1936126 Mayrhofer, M., Matthes, J., Einwiller, S. & Naderer, B. (2019). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166–186. https://doi.org/10.1080/02650487.2019.1596447 Muda, M. & Hamzah, M. I. (2021). Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention. Journal of Research in Interactive Marketing, 15(3), 441–459. https://doi.org/10.1108/jrim-04-2020-0072 Mutambik, I., Lee, J., Almuqrin, A., Alamri, A. & Gauthier, J. (2024). Mapping the impact of consumer online service experience on online impulse buying behaviour. Journal of Global Information Management, 32(1), 1–27. https://doi.org/10.4018/jgim.347882 Naeem, M. & Ozuem, W. (2022). Understanding the different types of UGC participants and social context for fashion brands: insights from social media platforms. Qualitative Market Research an International Journal, 25(2), 181–204. https://doi.org/10.1108/qmr-02-2021-0028 Natarajan, M. & Periaiya, S. (2024). Revealing consumer review attitude through online review and website cues. Journal of Consumer Marketing. https://doi.org/10.1108/jcm-07-2020-3938 O’Brien, H. L. & Toms, E. G. (2009). The development and evaluation of a survey to measure user engagement. Journal of the American Society for Information Science and Technology, 61(1), 50–69. https://doi.org/10.1002/asi.21229 Özyörük, H. E. (2021). What’s going on in my mind? The effects of cognitive differences on buying impulsiveness, cognitive dissonance, and price consciousness. International Journal of Consumer Studies, 46(3), 889–906. https://doi.org/10.1111/ijcs.12735 Parsad, C., Prashar, S., Vijay, T. S. & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 61, 102554. https://doi.org/10.1016/j.jretconser.2021.102554 Patel, A. K., Singh, A., Rana, N. P., Parayitam, S., Dwivedi, Y. K. & Dutot, V. (2023). Assessing customers’ attitude towards online apparel shopping: A three-way interaction model. Journal of Business Research, 164, 113917. https://doi.org/10.1016/j.jbusres.2023.113917 Rajamma, R. K., Paswan, A. & Spears, N. (2019). User-generated content (UGC) misclassification and its effects. Journal of Consumer Marketing, 37(2), 125–138. https://doi.org/10.1108/jcm-08-2018-2819 Redine, A., Deshpande, S., Jebarajakirthy, C. & Surachartkumtonkun, J. (2022). Impulse buying: A systematic literature review and future research directions. International Journal of Consumer Studies, 47(1), 3–41. https://doi.org/10.1111/ijcs.12862 Romero-Rodriguez, L. M. & Castillo-Abdul, B. (2023). Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers. Journal of Management Development, 42(6), 425–435. https://doi.org/10.1108/jmd-11-2022-0285 Santos, M. (2022). The “so-called” UGC: an updated definition of user-generated content in the age of social media. Online Information Review, 46(1), 95–113. https://doi.org/10.1108/oir-06-2020-0258 Sarah, F. H., Goi, C. L., Chieng, F. & Taufique, K. M. R. (2020). Examining the Influence of Atmospheric Cues on Online Impulse Buying Behavior across Product Categories: Insights from an Emerging E-Market. Journal of Internet Commerce, 20(1), 25–45. https://doi.org/10.1080/15332861.2020.1836593 Shahpasandi, F., Zarei, A. & Nikabadi, M. S. (2020). Consumers’ impulse buying behavior on Instagram: Examining the influence of flow experiences and hedonic browsing on impulse buying. Journal of Internet Commerce, 19(4), 437–465. https://doi.org/10.1080/15332861.2020.1816324 Shetu, S. N. (2023). Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads. Future Business Journal, 9(1). https://doi.org/10.1186/s43093-023-00276-3 Shetu, S. N. (2023). User‐generated content and micro‐celebrity posts encourage Generation Z consumers to search social media for online purchase: A study on Dhaka City, Bangladesh. The Electronic Journal of Information Systems in Developing Countries, 90(2). https://doi.org/10.1002/isd2.12300 Singh, H. & Chakrabarti, S. (2020). Defining the relationship between consumers and retailers through user-generated content: insights from the research literature. International Journal of Retail & Distribution Management, 49(1), 41–60. https://doi.org/10.1108/ijrdm-03-2020-0080 Sun, J., Li, T. & Sun, S. (2023). Factors affecting users’ impulse purchases in online group buying: online consumer reviews, countdowns and self-control. Asia Pacific Journal of Marketing and Logistics, 36(1), 224–240. https://doi.org/10.1108/apjml-07-2022-0560 Tran, V. D. & Nguyen, T. D. (2022). The impact of security, individuality, reputation, and consumer attitudes on purchase intention of online shopping: The evidence in Vietnam. Cogent Psychology, 9(1). https://doi.org/10.1080/23311908.2022.2035530 Vazquez, D., Cheung, J., Nguyen, B., Dennis, C. & Kent, A. (2020). Examining the influence of user-generated content on the fashion consumer online experience. Journal of Fashion Marketing and Management, 25(3), 528–547. https://doi.org/10.1108/jfmm-02-2020-0018 Verplanken, B. & Herabadi, A. (2001). Individual differences in impulse buying tendency: feeling and no thinking. European Journal of Personality, 15(1_suppl), S71–S83. https://doi.org/10.1002/per.423 Wang, Y., Lu, H. & Wang, D. (2020). Buy or not: how the presence of others affects the occurrence of consumers’ impulsive buying behavior. Journal of Contemporary Marketing Science, 3(2), 207–224. https://doi.org/10.1108/jcmars-01-2020-0002 Wang, Y., Pan, J., Xu, Y., Luo, J. & Wu, Y. (2022). The determinants of impulsive buying behavior in electronic commerce. Sustainability, 14(12), 7500. https://doi.org/10.3390/su14127500 Whiteside, S. P. & Lynam, D. R. (2001). The Five Factor Model and impulsivity: using a structural model of personality to understand impulsivity. Personality and Individual Differences, 30(4), 669–689. https://doi.org/10.1016/s0191-8869(00)00064-7 Yang, F., Tang, J., Men, J. & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683. https://doi.org/10.1016/j.jretconser.2021.102683 Yu, J. & Ko, E. (2021). UGC attributes and effects: implication for luxury brand advertising. International Journal of Advertising, 40(6), 945–967. https://doi.org/10.1080/02650487.2021.1898773 Zhang, L., Shao, Z., Zhang, J. & Li, X. (2022). The situational nature of impulse buying on mobile platforms: A cross-temporal investigation. Electronic Commerce Research and Applications, 56, 101204. https://doi.org/10.1016/j.elerap.2022.101204 Zhang, M. & Shi, G. (2022). Consumers’ impulsive buying behavior in online shopping based on the influence of social presence. Computational Intelligence and Neuroscience, 2022, 1–8. https://doi.org/10.1155/2022/6794729 | ||
|
آمار تعداد مشاهده مقاله: 132 تعداد دریافت فایل اصل مقاله: 134 |
||
سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب