مطالعات مدیریت کسب و کار هوشمند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیئت‌علمی، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان.(نویسنده مسئول)؛ mmaleki80@semnan.ac.ir

2 عضو هیئت‌علمی، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان.

3 دانشجوی دکتری، بازاریابی بین‌الملل، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان.

چکیده

گسترش کسب­وکارهای دیجیتال همراه با فرصت‌ها و چالش‌هایی است. یکی از مهم‌ترین این چالش‌ها، اطلاعات منفی در خصوص برندها است. وظیفه مدیران بازاریابی، تقویت انعطاف­پذیری مشتریان در قبال این اطلاعات منفی است. از سوی دیگر در دو دهه اخیر، بیشتر پژوهش‌ها در حوزه شخصیت و تجربه برند بر تعریف و ویژگی آن‌ها متمرکز بوده که پژوهش حاضر با تمرکز بر شخصیت و تجربه خلق‌شده در محیط رسانه­های اجتماعی ارتباط آن با رفتارهای مشتریان واقعی از طریق متغیرهای میانجی نگرش برند و وفاداری برند را مورد بررسی قرار دهد. بر مبنای فرضیات مطرح‌شده، مدل مفهومی تحقیق طراحی و با استفاده از پرسشنامه نظرات 311 نفر از کاربران اپلیکیشن­های ارائه خدمات جمع­آوری گردید. پس از بررسی روایی و پایایی، فرضیات مطرح‌شده با استفاده از SEM مورد آزمون قرار گرفت. نتایج، نشان داد که شخصیت و تجربه برند آنلاین بر نگرش و وفاداری برند مشتریان تأثیر مستقیم داشته که تأثیر تجربه بیش از شخصیت است. همچنین نتایج، تأثیر آگاهی و وفاداری به برند بر انعطاف‌پذیری مشتریان به اطلاعات منفی را تائید نمود. اگر برندی در محیط آنلاین بتواند علاوه تجربه منحصربه‌فرد و مطلوب، شخصیتی جذاب به مشتریان القا نماید می‌تواند بر رفتار فرا نقش مشتریان در فضای مجازی تأثیر مثبت اعمال نمایند و این مشتریان در رسانه­های اجتماعی از این برند حمایت و به‌صورت مثبت بحثت خواهند نمود. نتیجه تحقیق برای بازاریان و مدیرانی که به دنبال خلق و حفظ رابطه بلند با مشتریان می‌تواند مفید باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Reinforcement of Customers’ Extra-Role Behavior byBrand Personality andOnlineBrand Experience in DigitalBusiness Environment

نویسندگان [English]

  • Morteza Maleki MinBashRazgah 1
  • Davood Feiz 2
  • Hadi Moradi 3

1  Faculty Member, Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan. (Corresponding Author: mmaleki80@semnan.ac.ir)

2 Faculty Member , Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan

3 PHD student, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan

چکیده [English]

The expansion of digital business is along with opportunities and challenges, one of the most important challenges is the negative information about the brands. Marketing managers task is to reinforce the resilience of customers towards this negative information. On the other hand, in the two last decades, most of research in field of brand personality and experience has focused on their definitions and traits and this study by concentrating on personality and experience created on digital environment tries to examine their effects on consumers’ actual behavior through mediating role of brand attitude and brand loyalty. Based on the hypothesis conceptual model of the research was designed and by using questionnaire 311 users of the service delivery applications were collected. After verifying the validity and reliability, the hypotheses were tested using SEM. The results showed that brand personality and online brand experience have direct effect on customers’ brand attitude and brand loyalty, which brand experience effect is more than brand personality. Also, the results confirm brand attitude and brand loyalty effect on customers' resilience to negative information. If a brand in online environment deliver a unique and desirable experience and attractive personality to consumers, it can have positive effect on consumers extra-role behavior in social media, these consumers will support and discuss positively of brand in social media. The results of research can be useful for managers and marketers who search for create and maintain long-term relationship with consumers.

کلیدواژه‌ها [English]

  • Online brand experience
  • brand personality
  • resilience to negative information
  • digital business
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