تأثیر ویژگی‌های جامعه برند برخط بر وفاداری با میانجی‌گری دل‌بستگی مشتری و تعدیل‌گری جنسیت

نویسندگان

1 دانشجوی کارشناسی ارشد، گروه مهندسی صنایع، واحد پرند، دانشگاه آزاد اسلامی،‌ پرند

2 عضو هیئت علمی، گروه مدیریت، دانشگاه آزاد اسلامی، واحد پرند (نویسنده مسئول)؛ simkhahmasoud@gmail.com

3 عضو هیئت علمی، گروه مهندسی صنایع، دانشگاه آزاد اسلامی، واحد پرند

چکیده

 
در پژوهش حاضر با در نظر گرفتن نقش تعدیل گر جنسیت، به بررسی تأثیر ویژگی­های جوامع برند آنلاین بر دل‌بستگی مشتری و وفاداری برند می­پردازیم. در این راستا اثر میانجی دل‌بستگی و همچنین اثر متعاقب آن بر وفاداری برند سنجیده می­شود. جامعه آماری این تحقیق تمامی افرادی هستند که حداقل عضو یکی از جوامع برند آنلاین می­باشند. از این جامعه با استفاده از روش تعیین حجم نمونه لازم برای تحلیل عاملی، تعداد 256 نفر به‌عنوان نمونه مورد بررسی قرار گرفتند. پرسشنامه الکترونیک از طریق شبکه­های اجتماعی در بین افرادی که حداقل عضو یکی از جوامع برند آنلاین هستند توزیع شد و با استفاده از نرم‌افزارهای SPSS و AMOS تحلیل گردید. نتایج به‌دست‌آمده بیانگر آن است که دو ویژگی از خصوصیات جوامع برند آنلاین، «کیفیت اطلاعات» و «تعامل مجازی» بر دل‌بستگی مشتری تأثیرگذار نیستند و از طرفی دل‌بستگی مشتری تأثیر مثبت و معناداری را بر وفاداری به برند نشان می­دهد. در تحلیل نتایج میانجی گر و تعدیل گر دریافتیم؛ جامعه برند آنلاین از طریق دل‌بستگی مشتری بر وفاداری برند تأثیرگذار است. همچنین جنسیت، اثر کیفیت اطلاعات و تعامل مجازی را بر دل‌بستگی مشتری تعدیل نمی­کند.
در پژوهش حاضر با در نظر گرفتن نقش تعدیل گر جنسیت، به بررسی تأثیر ویژگی­های جوامع برند آنلاین بر دل‌بستگی مشتری و وفاداری برند می­پردازیم. در این راستا اثر میانجی دل‌بستگی و همچنین اثر متعاقب آن بر وفاداری برند سنجیده می­شود. جامعه آماری این تحقیق تمامی افرادی هستند که حداقل عضو یکی از جوامع برند آنلاین می­باشند. از این جامعه با استفاده از روش تعیین حجم نمونه لازم برای تحلیل عاملی، تعداد 256 نفر به‌عنوان نمونه مورد بررسی قرار گرفتند. پرسشنامه الکترونیک از طریق شبکه­های اجتماعی در بین افرادی که حداقل عضو یکی از جوامع برند آنلاین هستند توزیع شد و با استفاده از نرم‌افزارهای SPSS و AMOS تحلیل گردید. نتایج به‌دست‌آمده بیانگر آن است که دو ویژگی از خصوصیات جوامع برند آنلاین، «کیفیت اطلاعات» و «تعامل مجازی» بر دل‌بستگی مشتری تأثیرگذار نیستند و از طرفی دل‌بستگی مشتری تأثیر مثبت و معناداری را بر وفاداری به برند نشان می­دهد. در تحلیل نتایج میانجی گر و تعدیل گر دریافتیم؛ جامعه برند آنلاین از طریق دل‌بستگی مشتری بر وفاداری برند تأثیرگذار است. همچنین جنسیت، اثر کیفیت اطلاعات و تعامل مجازی را بر دل‌بستگی مشتری تعدیل نمی­کند.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender

نویسندگان [English]

  • Azin Dalvand 1
  • Masoud Simkhah 2
  • Davood Jafari 3
1 MA, Department of Industrial Engineering, Islamic Azad University, Parand Branch
2 Faculty Member, Department of Management, Islamic Azad University, Parand Branch (Corresponding Author: Simkhahmasoud@gmail.com)
3 Faculty Member, Department of Industrial Engineering, Islamic Azad University, Parand Branch
چکیده [English]

 
In this study, considering the moderating role of gender, we have investigated the influence of online brand community (OBC) characteristics on customer’s engagement and brand loyalty. In this way, the mediating effect of engagement and the subsequent effect of customer’s engagement on brand loyalty have also been studied. Statistical population of this research is all people who are at least the members of one of the online brand communities. 256 samples were selected and questionnaires were forwarded to them electronically through social networks and analyzed using SPSS and AMOS software. The results show that two characteristics of OBC, “information quality” and “virtual interaction”, have no effect on the customer’s engagement and on the other hand, customer engagement shows a positive and significant impact on brand loyalty. In analyzing the results of mediating and moderating variables, we found that OBC is influenced by brand loyalty through customer’s engagement. It was also concluded that gender does not modify the effect of information quality and virtual interaction on customer’s engagement.

کلیدواژه‌ها [English]

  • Online Brand Community
  • Customer Engagement
  • Brand Loyalty
  • Online Brand Community Characteristics
 

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