پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 161 |
| تعداد شماره‌ها | 6,532 |
| تعداد مقالات | 70,501 |
| تعداد مشاهده مقاله | 124,112,859 |
| تعداد دریافت فایل اصل مقاله | 97,216,710 |
تأثیر ارزش زیستمحیطی و تصویر سبز بر تمایل به تبلیغ دهان به دهان با تبیین نقش اعتماد سبز و تمایل به پرداخت در چارچوب مدل SOR | ||
| مدیریت بازرگانی | ||
| مقاله 6، دوره 11، شماره 4، 1398، صفحه 804-824 اصل مقاله (482.8 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2019.281017.3496 | ||
| نویسندگان | ||
| مهدی دهقانی سلطانی* 1؛ عباس شول2؛ سارا رمضانی3 | ||
| 1، استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه ولی‌عصر (عج)، رفسنجان، رفسنجان، ایران. | ||
| 2استادیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه ولی‌عصر (عج)، رفسنجان، رفسنجان، ایران. | ||
| 3دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران. | ||
| چکیده | ||
| هدف: امروزه پژوهش در زمینه قصد بازاریابی دهان به دهان مشتریان در صنعت هتلداری توجه زیادی را به خود جلب کرده است. در نتیجه هدف از پژوهش حاضر بررسی تأثیر ارزش زیستمحیطی و تصویر سبز بر تمایل به تبلیغ‌های دهان به دهان با تبیین نقش اعتماد سبز و تمایل به پرداخت در چارچوب مدل SOR است. روش: جامعه آماری نامحدود این پژوهش، مشتریان جوان هتل بین‌المللی پنج ستاره پارسیان استقلال در شهر تهران است. حجم نمونه از طریق نمونه‌گیری در دسترس و فرمول کوکران به‌دست آمد و برای جمع‌آوری داده‌ها نیز از پرسش‌نامه استاندارد استفاده شد که روایی آن از طریق روایی سازه و تحلیل عاملی تأییدی و پایایی آن نیز با استفاده از آلفای کرونباخ تأیید شد. پژوهش حاضر از نظر هدف، کاربردی و از نظر نحوه گردآوری داده‌ها، توصیفی ـ پیمایشی است. داده‌ها با استفاده از مدل‌سازی معادله‌های ساختاری و نرم‌افزار LISREL تجزیه و تحلیل شدند. یافته‌ها: نتایج به‌دست‌آمده از پژوهش نشان داد که ارزش زیستمحیطی بر اعتماد سبز، تصویر سبز و تمایل به پرداخت، تأثیر مثبت و معناداری میگذارد و تصویر سبز بر اعتماد سبز و تمایل به پرداخت نیز بهصورت مثبت و معنادار تأثیرگذار است. بر اساس یافته‌های پژوهش، تمایل به پرداخت بر تمایل به تبلیغ‌های دهان به دهان تأثیر مثبت معناداری دارد. همچنین اعتماد سبز بر تمایل به پرداخت و تمایل به تبلیغ‌های دهان به دهان تأثیر مثبت معناداری دارد. نتیجه‌گیری: بر اساس نتایج، افزایش ادراک مشتریان در خصوص ارزش زیستمحیطی، تصویر سبز، اعتماد سبز، تمایل به پرداخت و تمایل به تبلیغ دهان به دهان مشتریان در صنعت هتلداری کمک می‌کند. | ||
| کلیدواژه‌ها | ||
| ارزش زیستمحیطی؛ تصویر سبز؛ اعتماد سبز؛ تبلیغ دهان به دهان؛ صنعت هتلداری | ||
| عنوان مقاله [English] | ||
| Investigating Environmental Value and Green Image Supposed Effects on the Word of Mouth Advertising Tendency by Explaining Green Trust and Willingness to Pay Roles through the SOR Model Framework | ||
| نویسندگان [English] | ||
| Mahdi Dehghani Soltani1؛ Abbas Shoul2؛ Sara Ramezani3 | ||
| 1Department of Management, Faculty of Administrative Sciences and Economic, Vali-e-Asr University of Rafsanjan, Rafsanjan, Iran | ||
| 2Assistant Prof., Department of Management, Faculty of Administrative Sciences and Economic, Vali-e-Asr University of Rafsanjan, Rafsanjan, Iran. | ||
| 3Ph.D. Candidate, Department of Business Management, University of Tehran, Tehran, Iran. | ||
| چکیده [English] | ||
| Objective Hotels are considered to be an integral part of energy and water consumers in the tourism industry today, as they consume an appropriate amount of energy and resources (water, electricity and many more disposable products) that have become an important source for the environment. There have been growing public concerns about environmental issues recently, and consumers have more environmental information and knowledge compared to past decades. Many customers favor green consumption and consider it an effective way to protect the environment. As a result, many hotels took steps in adopting green practices and developing environmental programs to make their hotels greener in order to attract customers and achieve a niche in the competitive market .Therefore, the main purpose of this study is to use the stimulus-evaluation-response (SOR) framework to examine the relationship between green image and environmental value with willingness to market mouth to mouth and to test the mediating effects of green trust and willingness to pay. Application of SOR's framework in current research can lead to better understanding of the relationship between brand image, environmental value and intention to mouth advertising. Methodology This study is based on objective, applied and based on how to obtain the required data, is a descriptive and survey research. The population of this study is young customers of international hotel of independence in Tehran, which are infinite. The sampling method was used to obtain the sample size. As a result of specifying the sample size, the researcher collected data from 435 customers of which 412 questionnaires were collected and 391 questionnaires were used after screening. The required data were collected through standard questionnaire. Pearson correlation coefficient was used to test the correlation between the research variables and Structural modeling technique was used to test the hypotheses using the LISREL software. Findings The results show that the value of green trust, green image, and willingness to pay and tendency to mouth to mouth advertising has a significant effect. Also, the green image has a significant effect on green trust, willingness to pay and tendency to mouth of mouth advertising. The willingness to pay has a significant effect on the willingness of mouth of mouth advertising. Green trust has a significant effect on willingness to pay and willingness to mouth of mouth advertising. Conclusion Employee knowledge about environmental issues is an important and effective factor on customer green trust. In fact, the hoteliers have to implement special programs to enrich their employees ' environmental knowledge. In addition, the experience of guests in green hotels is also important to raise the level of green confidence in consumers. On this basis, the hotel owners had to provide resources to increase the green confidence by extending their facilities and even free accommodations. Conservation of the environment by hotels can lead to better and superior green image quality, which is one of the most important factors in attracting young customers. Hotels that strive to protect the environment make a positive image of customers ' minds. Therefore, hotel owners in the hotel industry need to improve the green image of the hotel and to build waste management systems and develop recycling programs to achieve the goal of improving the green image. Thus, preventing environmental pollution and protecting the environment by the hotel makes customers more willing to pay more for staying in hotels. Finally, considering that environmental value is an individual factor, hotels are able to use a segmentation approach to identify individuals with environmental concern and those staying in green hotels. With emphasis on this group of customers, hotels provide packets that provide opportunities to participate in various environmental activities during the stay for customers (for example environmental tours). | ||
| کلیدواژه‌ها [English] | ||
| Environmental value, Green image, Green trust, Word of mouth advertising, Hotel industry | ||
| مراجع | ||
|
آذر، عادل؛ رستگار، عباسعلی؛ باقری قره بلاغ، هوشمند (1398). رهبری تحول‌آفرین برند خاص؛ واکاوی نقش رفتارهای برندساز کارکنان بر بشارت برند در شرکت‌های بیمه. مدیریت بازرگانی، 11(1)، 141- 162. پوراشرف، یاسان اله؛ طولابی، زینب؛ نصرالهی وسطی، سیمین (1397). نقش میانجی‌گرایانه ادراک گردشگران در تأثیرگذاری تبلیغات کلامی بر قصد سفر به مقصدهای گردشگری مذهبی (مورد مطالعه: شهر مقدس مشهد). مدیریت بازرگانی، 10(4)، 815- 834. دهدشتی شاهرخ، زهره؛ عقیلی، خدیجه (1394). تأثیر راحتی استفاده از خدمات بر تبلیغ‌های دهان به دهان و قصد خرید مجدد. فصل‌نامه تحقیقات بازاریابی نوین، 5(2)، 15- 36. دهقانی سلطانی، مهدی؛ شیری، اردشیر؛ فرجی، الهام؛ فارسی‌زاده، حسین (1396). تأثیر هوش هیجانی بر عملکرد کارکنان در صنعت هتلداری: نقش میانجی استراتژی‌های بازیگری و فرسودگی هیجانی. فصل‌نامه مطالعات مدیریت گردشگری، 12(37)، 71- 94. سرمد، زهره؛ بازرگان، عباس؛ حجازی، الهه (1395). روش‌های تحقیق در علوم رفتاری. تهران: آگاه. شاهرودی، کامبیز؛ محمدی المانی، امین؛ پورناصرافی، امیر (1393). عوامل مؤثر بر ارزش ویژه برند سبز. فصل‌نامه بررسی‌های بازرگانی، 12(64)، 44- 57. شاه طهماسبی، اسماعیل؛ باقری روچ، علیرضا (1398). بررسی تأثیر ابعاد مدل برنامه‌ریزی‌شده بر قصد خرید مواد غذایی محلی (نمونه پژوهش: محصول عسل). مدیریت بازرگانی، 11(2)، 415- 436. محسنین، شهریار؛ اسفیدانی، محمدرحیم (1396). مدل‌سازی معادلات ساختاری (آموزشی و کاربردی) به‌کمک نرم‌افزار لیزرل. تهران: مهربان نشر. محقر، علی؛ آتشین پنجه (1398). بررسی تأثیر اقدامات مدیریت کیفیت فراگیر بر عملکرد نوآوری از مسیر یادگیری سازمانی در صنعت بانکرینگ. مدیریت بازرگانی، 11(2)، 403- 414. ملکی مین باش رزگاه، مرتضی؛ کریم‌نیا، زینب؛ دهقانی سلطانی، مهدی (1393). خرید آنی در محیط خرده‌فروشی در چارچوب مدل SOR (مورد مطالعه: فروشگاه‌های لوازم آرایشی و بهداشتی شهر تهران). پژوهش‌نامه مدیریت بازاریابی، 2(2)، 45- 59.
References Akbar, Y.H. & Tracogna, A. (2018). The sharing economy and the future of the hotel industry: Transaction cost theory and platform economics. International Journal of Hospitality Management, 71, 91-101. Azar, A., Rastgar, A. & Bagheri Garaballagh, H. (2019). Brand-specific transformational leadership: Analysis of the role of the employee’s brand-building behavior on brand evangelism in insurance companies. Journal of Business Management, 11(1), 141-162. (in Persian) Butt, M. M., Mushtaq, S., Afzal, A., Khong, K. W., Ong, F. S. & Ng, P. F. (2016). Integrating behavioural and branding perspectives to maximize green brand equity: a holistic approach. Business Strategy and the Environment, 26(4), 507-520. Chang, Y. (2017). The influence of media multitasking on the impulse to buy: A moderated mediation model. Computers in Human Behavior, 70, 60-66. Chen, Y. S. & Chang, C.H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520. Choi, G. & Parsa, H.G. (2007). Green practices II: measuring restaurant managers’ psychological attributes and their willingness to charge for the “green practices”. Journal of Foodservice Business Research, 9(4), 41-63. Choi, H., Jang, J. & Kandampully, J. (2015). Application of the extended VBN theory to understand consumers’ decisions about green hotels. International Journal of Hospitality Management, 51, 87-95. Dehdashti Shahrokh, Z. & Aghili, K. (2015). The effect of service convenience on word of mouth and repurchase intention. Journal of New Marketing Research, 5(2), 15-36. Dehghani Soltani, M., Shiri, A., Faraji, E. & Farsizadeh, H. (2017). The impact of emotional intelligence on employees' performance in hotel industry: Mediator role of emotional labor acting strategies and emotional exhaustion. Tourism Management Studies, 12(37), 71-94. (in Persian) Ettis, S.A. (2017). Examining the relationships between online store atmospheric colors, flow experience and consumer behavior. Journal of Retailing and Customer Services, 37, 43-55. Feiz, D., Dehghani Soltani, M. & Farsizadeh, H. (2019). The effect of knowledge sharing on the psychological empowerment in higher education mediated by organizational memory. Studies in Higher Education, 44(1), 3-19. Hultman, M., Kazeminia, A. & Ghasemi, V. (2015). Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation. Journal of Business Research, 68(9), 1854-1861. Ivano, S. & Stavrinoudis, T.A. (2018). Impacts of the refugee crisis on the hotel industry: Evidence from four Greek islands. Tourism Management, 67, 214-223. Jeon, H., Jang, J. & Barrett, E.B. (2017). Linking Website Interactivity to Consumer Behavioral Intention in an Online Travel Community: The Mediating Role of Utilitarian Value and Online Trust. Journal of Quality Assurance in Hospitality and Tourism, 18(2), 125-148. Jeong, E., Jang, S.S., Day, J. & Ha, S. (2014). The impact of eco-friendly practices on green image and customer attitudes: An investigation in a café setting. International Journal of Hospitality Management, 41, 10-20. Juvan, E. & Dolnicar, S. (2017). Drivers of pro-environmental tourist behaviours are not universal. Journal of Cleaner Production, 166, 879-890. Kang, S. & Hur, W.M. (2012). Investigating the antecedents of green brand equity: a sustainable development perspective. Corporate Social Responsibility and Environmental Management, 19(5), 306-316. Kaur, S., Lal, A.K. & Bedi, S.S. (2017). Do Vendor Cues Influence Purchase Intention of Online Shoppers? An Empirical Study Using SOR Framework. Journal of Internet Commerce, 16(4), 343-363. Kim, S.H., Kim, M., Han, H.S. & Holland, S. (2016). The determinants of hospitality employees’ pro-environmental behaviors: The moderating role of generational differences. International Journal of Hospitality Management, 52, 56-67. Konuk, F.A., Rahman, S.U. & Salo, J. (2015). Antecedents of green behavioral intentions: a cross‐country study of Turkey, Finland and Pakistan. International Journal of Consumer Studies, 39(6), 586-596. Kushwaha, G.S. & Sharma, N.K. (2016). Green initiatives: a step towards sustainable development and firm’s performance in the automobile industry. Journal of Cleaner Production, 121, 116-129. Lankton, N.K., Wilson, E.V. & Mao, E. (2010). Antecedents and determinants of information technology habit. Information and Management, 47(5), 300-307. Lee, W.I., Cheng, S.Y. & Shih, Y.T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 223-229. Lien, C.H., Wen, M.J., Huang, L.C. & Wu, K.L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. Ling, C.Y. (2013). Consumers’ purchase intention of green products: an investigation of the drivers and moderating variable. Elixir Market Management, 57(1), 14503-14509. Makeki Minbash Razgah, M., Karimnia, Z. & Dehghani Soltani, M. (2014). Impulse purchase the retail environment SOR model (Case study: Tehran's store cosmetic). Consumer Behavior Studies Journal, 2(2), 45-59. (in Persian) Manaktola, K. & Jauhari, V. (2007). Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19(5), 364-377. Martínez, P. (2015). Customer loyalty: exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896-917. McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of retailing and consumer services, 32, 39-45. Mehrabian, A. & Russell, J.A. (1974). An approach to environmental psychology. The MIT Press. Mohaghar, A. & Atashin, S. (2019). The effectiveness of total quality management practice on innovation performance through organizational learning capability in bunkering industry. Journal of Business Management, 11(2), 403-414. (in Persian) Mohsenin, S. & Esfidani, M.R. (2017). Structural equation modeling (educational and functional) with the help of Lisrel software. Tehran: Mehraban Publications. (in Persian) Muralidharan, S., Muralidharan, S., Xue, F. & Xue, F. (2016). Personal networks as a precursor to a green future: a study of “green” consumer socialization among young millennials from India and China. Young Consumers, 17(3), 226-242. Nguyen, T.N., Lobo, A. & Greenland, S. (2016). Pro-environmental purchase behaviour: The role of consumers’ biospheric values. Journal of Retailing and Customer Services, 33, 98-108. Nocella, G., Romano, D. & Stefani, G. (2014). Consumers’ attitudes, trust and willingness to pay for food information. International Journal of Consumer Studies, 38(2), 153-165. Parment, A. (2016). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of Retailing and Consumer Services, 20(2), 189-199 Perlaviciute, G. & Steg, L. (2015). The influence of values on evaluations of energy alternatives. Renewable Energy, 77, 259-267. Pourashraf, Y., Tolabi, Z. & Nasrorahi Vosta, S. (2019). The intervening role of tourists’ perception in the effect of word of mouth advertisement on the intention to visit religious tourism destinations (Case study: Mashhad). Journal of Business Management, 10(4), 815-834. (in Persian) Robin, C.F., Pedroche, M.S.C. & Astorga, P.S. (2017). Revisiting green practices in the hotel industry: A comparison between mature and emerging destinations. Journal of Cleaner Production, 140, 1415-1428. Roosen, J., Bieberstein, A., Blanchemanche, S., Goddard, E., Marette, S. & Vandermoere, F. (2015). Trust and willingness to pay for nanotechnology food. Food Policy, 52, 75-83. Ryu, K., Lehto, X.Y., Gordon, S.E. & Fu, X. (2019). Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels. Tourism Management, 71, 348-363. Sallam, M.A. (2016). An Investigation of Corporate Image Effect on WOM: The Role of Customer Satisfaction and Trust. International Journal of Business Administration, 7(3), 27-36. Sarmad, Z., Bazargan, A. & Hejazi, E. (2016). Research method in behavioral sciences. Tehran: Agah Publications. (in Persian) Shahroudi, K., Mohammadi Elemani, A. & Pournasarafi, A. (2014). Effective factors on green brand equity. Business Reviews, 12(64), 44-57. (in Persian) Shahtahmasbi, E., Bagheri Rooch, A.R. (2019). Investigating the effect of planned behavior model dimensions on the intention of local food purchase (Case: Honey product). Journal of Business Management, 11(2), 415-436. (in Persian) Siti-Nabiha, A.K., George, R.A., Wahid, N.A., Amran, A., Mahadi, R. & Abustan, I. (2014). The development of a green practice index for the Malaysian hotel industry. Issues In Social And Environmental Accounting, 8(1), 23-47. Su, L. & Swanson, S.R. (2017). The effect of martin destination social responsibility on tourist environmentally responsible behavior: Compared analysis of first-time and repeat tourists. Tourism Management, 60, 308-321. Tung, S.J., Shih, C.C., Wei, S. & Chen, Y.H. (2012). Attitudinal inconsistency toward organic food in relation to purchasing intention and behavior: an illustration of Taiwan consumers. British Food Journal, 114(7), 997-1015. Verma, V. K. & Chandra, B. (2017). An Application of Theory of Planned Behavior to Predict Young Indian Consumers’ Green Hotel Visit Intention. Journal of Cleaner Production, 172, 1152-1162. Wang, J., Wang, S., Xue, S., Wang, Y. & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436. Xiang, Z., Schwartz, Z., Gerdes, J.H. & Uysal, M. (2015). What can big data and text analytics tell us about hotel guest experience and satisfaction?. International Journal of Hospitality Management, 44, 120-130. Yadav, R. & Pathak, G.S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739. Yadav, R., Balaji, M.S. & Jebarajakirthy, C. (2018). How psychological and contextual factors contribute to travelers’ propensity to choose green hotels? International Journal of Hospitality Management, 75, 1-11. Yusof, J.M., Musa, R. & Rahman, S.A. (2012). The effects of green image of retailers on shopping value and store loyalty. Procedia-social and behavioral sciences, 50, 710-721. | ||
|
آمار تعداد مشاهده مقاله: 2,722 تعداد دریافت فایل اصل مقاله: 1,478 |
||