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بررسی تأثیر ویژگیهای پخش زنده بر رفتار شهروندی و قصد خرید با نقش میانجی تجربه غوطهوری و اعتماد(مطالعه موردی: دنبالکنندگان صفحات گردشگری در اینستاگرام) | ||
| بررسیهای مدیریت رسانه | ||
| دوره 4، شماره 4، 1404، صفحه 573-603 اصل مقاله (1.4 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/mmr.2026.402349.1209 | ||
| نویسندگان | ||
| زهرا شکرچی زاده اصفهانی* 1؛ محمد معمارزاده2؛ سمیه احمدزاده3 | ||
| 1استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه فردوسی مشهد، مشهد، ایران. | ||
| 2کارشناس ارشد تجارت الکترونیک، دانشکده مدیریت، حسابداری و اقتصاد، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران. | ||
| 3استادیار گروه مدیریت، دانشکده مدیریت، حسابداری و اقتصاد، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران. | ||
| چکیده | ||
| هدف: پخش زنده در صفحات گردشگری در اینستاگرام، به عنوان یکی از مهمترین محرکههای توسعه گردشگری تبدیل شدهاست. بااینوجود، پژوهشهای اندکی در این حوزه انجام شده است. این پژوهش به بررسی تأثیر ویژگیهای پخش زنده بر رفتار شهروندی و قصد خرید با نقش میانجی تجربه غوطهوری و اعتماد پرداخته است. روش: پژوهش حاضر از لحاظ هدف کاربردی و از بعد ماهیت و روش توصیفی- پیمایشی بوده است. جامعه آماری، دنبالکنندگان صفحات گردشگری در اینستاگرام بوده که تعداد 150 نفر از آنان از طریق روش نمونهگیری غیرتصادفی در دسترس به عنوان نمونه انتخاب شدهاند. به منظور گردآوری اطلاعات از پرسشنامه و برای تحلیل دادهها از روش مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزیی PLS استفاده شدهاست. یافتهها: یافتههای پژوهش حاکی از آن بود که اصالت، تعامل و سرگرمکننده بودن پخش زنده هم به طور مستقیم و هم غیر مستقیم از طریق نقش میانجی تجربه غوطهوری بر قصد خرید تاثیر معناداری داشتهاند. به علاوه، تاثیر تعامل و سرگرمی بر اعتماد و همچنین بر قصد خرید از طریق نقش میانجی اعتماد معنادار بودهاست. از دیگر سو، تاثیر تعامل و اصالت پخش زنده بر رفتار شهروندی معنادار بوده است. ضمن اینکه تجربه غوطهوری در رابطه بین متغیرهای سرگرمی، اصالت و تعامل با رفتار شهروندی نقش میانجی داشتهاست. در نهایت، تاثیر تجربه غوطهوری بر رفتار شهروندی و همچنین تاثیر اعتماد بر قصد خرید معنادار بوده است. نتیجهگیری: به طور کلی این پژوهش نشان میدهد که ویژگیهای پخش زنده در اینستاگرام اغلب بر شکلگیری رفتارهای مخاطبان تاثیر بسزایی دارند. مادامیکه مخاطب در معرض محتوای اصیل، سرگرمکننده و تعاملی گردشگری در پخش زنده اینستاگرام قرار میگیرد، حس غوطهوری در او به وجود آمده و لذت بالایی را تجربه نموده که میتواند تمایل او به خرید بستههای گردشگری را افزایش دهد. | ||
| کلیدواژهها | ||
| پخش زنده؛ رفتار شهروندی مصرفکننده؛ قصد خرید؛ تجربه غوطهوری؛ اعتماد | ||
| عنوان مقاله [English] | ||
| Investigating the effect of live streaming features on citizenship behavior and intention to buy with mediating role of flow experience and trust (Case Study: Followers of tourism pages on Instagram) | ||
| نویسندگان [English] | ||
| Zahra Shekarchizadeh Isfahani1؛ mohammad memarzadeh2؛ Somayeh Ahmadzadeh3 | ||
| 1Assistant professor, Department of Management, Faculty of Administrative and Economic sciences, Ferdowsi University of Mashhad, Mashhad, Iran. | ||
| 2Master of E-commerce, Faculty of Management, Accounting and Economics, Shahid Ashrafi Isfahani University, Isfahan, Iran. | ||
| 3Assistant professor, Department of Management, Faculty of Management, Accounting and Economics, Shahid Ashrafi Isfahani University, Isfahan, Iran. | ||
| چکیده [English] | ||
| Objective In the current era, with the rapid development of digital technology, Instagram live streaming has become a new business model and a profitable global industry. Live streaming platforms, by creating a more authentic experience compared to traditional e-commerce platforms, have prompted various industries and businesses to utilize these platforms to provide accurate and diverse information in order to attract individuals to purchase their products. This is because the ability to create live interactions between users and sellers provides a more enjoyable shopping experience for users, and consequently, increases the tendency to purchase products and also promotes consumer citizenship behaviors. Research indicates that three key features – authenticity, interaction, and entertainment – as essential components of live streaming, profoundly influence the shopping experience. As long as individuals can establish appropriate interaction with the broadcaster during a live stream, are exposed to entertaining information, and perceive the live stream content as authentic, they will have greater trust in the provided content and a pleasant flow experience. With the widespread use of social media, especially Instagram, in businesses, and considering the popularity of live streaming on Instagram, this research, with a comprehensive approach, examines the impact of live streaming features on Instagram on purchasing behavior and consumers' voluntary and supportive behaviors, considering the role of trust and flow experience. It strives to offer a more complete perspective on the effects of live streaming on online behaviors. Research Methodology The present research aims to investigate the impact of live streaming features on purchase intention and citizenship behavior, considering the mediating roles of trust and flow experience. In terms of objective, the research falls under applied studies. Regarding its nature and method, it is descriptive-survey-based. The statistical population of the research consisted of followers of tourism pages on Instagram, utilizing active tourism pages such as Hamgardi, MasterTrip, and other similar pages. 150 of these followers were selected as the sample through non-random convenience sampling. To collect research data, a researcher-made questionnaire was used, adapted from the studies of Liu et al. (2022) and Gao & Lin (2023). The questionnaires were designed online, and the link was included in messages sent to users. Finally, to analyze the data, the Structural Equation Modeling (SEM) method with a Partial Least Squares (PLS) approach was employed, using SPSS and PLS software. Findings The research findings indicated that the interactivity feature of live streaming has a significant positive impact on flow experience, trust, purchase intention, and citizenship behavior. Furthermore, the mediating role of trust and flow experience was confirmed, respectively, in the relationship between interactivity and purchase intention, as well as citizenship behavior. Although the impact of the entertainment feature on flow experience, trust, and purchase intention was significant, the relationship between entertainment and citizenship behavior was not confirmed. Nevertheless, the mediating role of trust and flow experience was confirmed in the relationship between entertainment and purchase intention, as well as citizenship behavior. Finally, the impact of the authenticity feature on trust, as well as the mediating role of trust between authenticity and purchase intention, were not significant. Discussion & Conclusion The objective of the present research was to examine the impact of Instagram live streaming features on purchase intention and citizenship behavior, considering the mediating roles of trust and flow experience. The results indicated that the greater the interaction between the broadcaster and the audience, the more immersed the audience becomes in the content, leading to a better flow experience. Furthermore, prompt and effective interaction with customers, from the initial contact to timely and effective customer support and consideration of their feedback, plays a significant role in shaping trust and purchase intention. On the other hand, the authenticity of the live stream not only fosters a positive flow experience for the audience but can also enhance their citizenship behaviors. However, it appears that in Instagram live streams for tourism, viewers place more trust in pages backed by a website, possessing an electronic trust symbol and a secure payment gateway, and are less influenced by factors such as the authenticity of the live stream. Regarding the entertainment feature of live stream content, the results showed that because entertaining content resonates with the audience's emotions, these feelings lead the audience to become more engrossed in the live stream. Additionally, live streaming, with its audio-visual characteristics, serves as an entertaining medium that can build audience trust and increase their willingness to purchase. The findings also suggested that positive interactions between the audience and the broadcaster allow the broadcaster to be informed of customer feedback and provide appropriate responses, which increases customer trust and enhances purchase intention. Conversely, the greater the audience's flow experience, the higher their inclination towards participatory behaviors such as sharing and word-of-mouth advertising. Moreover, the better the interaction the broadcaster can establish with the audience during the live stream, the greater the audience's propensity for citizenship behaviors, such as product recommendations. It seems that when the audience can effectively interact with the broadcaster through live chat, asking questions and receiving answers, they develop a greater sense of immersion with the program and consequently exhibit more supportive brand behaviors and citizenship behaviors. Similarly, when live streams present unedited, authentic images of products to the audience, individuals follow the stream with greater interest, fostering a sense of immersion that leads to citizenship behaviors. Finally, when entertaining content is presented to the audience during a live stream, the audience becomes engrossed in this content, leading to a positive flow experience that drives them towards citizenship behaviors. | ||
| کلیدواژهها [English] | ||
| Live streaming, Consumer Citizenship Behavior, Purchase Intention, Flow Experience, Trust | ||
| مراجع | ||
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حاجی بابایی، حسین و اکبری، مهزیار (2023). نقش پلتفرمهای استریمهای آنلاین مبتنی بر رسانههای اجتماعی بر خریدهای بدون برنامه مصرفکنندگان با توجه به ویژگیهای منبع ارتباط و محصول. رشد فناوری، 19(75)، 58-71.
عمادی صادقی، لیلا؛ خدامی، سهیلا و اصانلو، بهاره (2023). بررسی تجربۀ جریان در تکنولوژی واقعیت افزوده مبتنی بر تئوری آستانۀ مجازی(مطالعۀ موردی: برنامۀ واقعیت افزوده)، تحقیقات بازاریابی نوین، 13(1)، 115-146.
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آمار تعداد مشاهده مقاله: 877 تعداد دریافت فایل اصل مقاله: 96 |
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