نوع مقاله : پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکدۀ اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز، اهواز، ایران

2 استادیار، گروه مدیریت، دانشکدۀ اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز، اهواز، ایران.

3 کارشناسی ارشد، گروه مدیریت، دانشکدۀ اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز، اهواز، ایران.

چکیده

امروزه گسترش اینترنت با سبک زندگی الکترونیکی همراه است. شناختن سبک و الگوی زندگی افراد در ارائۀ خدمات مناسب به بخش‌های مختلف آن‌ها از ضروریات است؛ بنابراین به‌نظر می‌رسد متناسب با تحولات فناورانه و استفاده از فنآوری‌های نوین، سبک زندگی الکترونیکی افراد ابزاری برای بازاریابی و طراحی خدمات مبتنی بر فناوری اطلاعات و ارتباطات باشد. هدف از این مطالعه بررسی تأثیر سبک زندگی الکترونیکی بر پذیرش تبلیغات و تمایل به خرید آنلاین در بین بانوان شهر اهواز است. براین‌اساس، این مطالعه از نظر ماهیت و هدف، یک پژوهش کاربردی و برحسب نحوۀ گردآوری داده‌ها از نوع پژوهش‌های توصیفی-همبستگی است. جامعۀ آماری کلیۀ زنان شهروند اهوازی دارای تجربۀ خرید اینترنتی هستند که به روش نمونه‌گیری غیرتصادفی دردسترس، 384 نفر از آن‌ها به‌عنوان نمونه انتخاب و بررسی شدند. گردآوری داده‌ها با استفاده از پرسشنامه‌های استاندارد دارای روایی و پایایی انجام گرفت که با استفاده از مدلسازی معادلات ساختاری و به کمک نرم‌افزار SmartPLS تجزیه و تحلیل شدند. نتایج تحلیل داده‌ها نشان داد سبک‌های زندگی الکترونیکی (به‌جز سبک زندگی معاشرت‌طلب و سبک اضطرارمحور) بر قصد خرید اینترنتی تأثیر معناداری دارد. همچنین تأثیر سبک زندگی الکترونیکی بر پذیرش تبلیغات، و پذیرش تبلیغات بر قصد خرید اینترنتی به‌طور معنادار تأیید شد. علی‌رغم این، نقش میانجی پذیرش تبلیغات در تأثیر سبک زندگی الکترونیکی بر تمایل به خرید اینترنتی مثبت ولی غیرمعنادار شد و مورد تأیید قرار نگرفت.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Women’s Electronic Lifestyle on Advertising Acceptance and Intention to Purchase Online: A Structural Analysis

نویسندگان [English]

  • Sara Mohammadi 1
  • Eslam Fakher 2
  • Ali Mehrabi 2
  • Khadijeh Safikhani Nasimzadeh 3

1 Associate Professor, Department of Management, Faculty of Economic and Social Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

2 Assistant Professor, Department of Management, Faculty of Economic and Social Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

3 Master's Degree, Department of Management, Faculty of Economic and Social Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

چکیده [English]

The electronic lifestyle is now closely linked to the advancement of the Internet. It is imperative to comprehend the lifestyle and style of individuals in order to deliver the most suitable services to their respective departments. Therefore, it seems that according to the technological developments and the use of new technologies, people's electronic lifestyle is a tool for marketing and designing services based on information and communication technology. The purpose of this study is to investigate the impact of an electronic lifestyle on the acceptability of advertisements and the intention to purchase online among women in Ahvaz City. Consequently, this investigation is classified as an applied research in terms of its nature and objective, and it is a descriptive-correlational research in terms of its data collection methodology. The statistical population consists of all female citizens of Ahvaz who have experience with online purchasing. A sample of 384 individuals was selected through non-random sampling. Structural equation modeling and SmartPLS software were employed to analyze the validity and reliability of data collected using conventional questionnaires. The data analysis results indicated that the intention to purchase online is significantly influenced by the categories of electronic lifestyles, with the exception of the sociable and emergency-oriented lifestyles. Additionally, advertisements’ acceptance and the intention to purchase online were both substantially confirmed by the impact of electronic lifestyles. Nevertheless, the mediating function of advertising acceptance in the effect of e-lifestyle on intention to shop online was positive but non-significant, and it was not confirmed.

کلیدواژه‌ها [English]

  • Acceptance of Advertisements
  • Electronic Life style
  • Intention to Online Shopping
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