ارایه الگوی جلب توجه به تبلیغات در سایتهای اینترنتی حسب رفتار مصرف کننده ( با رویکرد کیفی و کمی) | ||
| چشم انداز مدیریت بازرگانی | ||
| دوره 23، شماره 58 - شماره پیاپی 89، شهریور 1403، صفحه 100-123 اصل مقاله (1.23 M) | ||
| نوع مقاله: علمی - پژوهشی | ||
| شناسه دیجیتال (DOI): 10.48308/jbmp.2024.236122.1621 | ||
| نویسندگان | ||
| رویا رزمی1؛ علی اکبر فرهنگی* 2؛ داریوش جمشیدی2 | ||
| 1گروه مدیریت بازرگانی - واحد بین المللی کیش - دانشگاه ازاد اسلامی - جزیره کیش - ایران | ||
| 2گروه مدیریت بازرگانی، واحد بین المللی کیش، دانشگاه آزاد اسلامی، کیش، ایران | ||
| چکیده | ||
| مقدمه: هدف از پژوهش حاضر طراحی الگوی جلب توجه به تبلیغات در سایتهای اینترنتی است. تحقیق در دو مرحله پیاپی کیفی-کمی انجام و مدل مفهومی بدست آمده به روش کمی ارزیابی شد. روش شناسی: روش تحقیق ترکیبی و از نوع آمیخته-اکتشافی است. در مرحله کیفی با بررسی مطالعات مرتبط با موضوع پژوهش و مصاحبات عمیق با خبرگان حوزه بازاریابی-تبلیغات و تولیدمحتوا، اطلاعات جمع آوری و سپس به روش گراندد تئوری با رویکرد گلیزر کدگذاری، مقوله بندی و مدل مفهومی ارایه شد. پرسشنامه محقق ساخته مبتنی بر مدل پیشنهادی مشتمل بر 19 گویه در اختیار خبرگان بازاریابی- تبلیغات و طراحی قرار داده شد و مدل با استفاده از نرم افزار اِسمارت پی اِل اِس مورد ارزیابی قرار گرفت. یافتهها: نتایج نشان داد، الگوی عوامل جلب توجه به تبلیغ اینترنتی شامل 19 کد باز- پنج کد محوری و یک کد انتخابی می باشد و مقدار ضریب معناداری تی رابطه متغیرهای اصلی با جلب توجه به تبلیغ اینترنتی را تایید کرد. نتیجه گیری: نتایج حاکی از معناداربودن تاثیر گویههای مدل مفهومی بر جلب توجه به اشکال تبلیغات در سایتهای اینترنتی میباشد و لذا همه گویهها، به عنوان متغیرهای اصلی شناسایی میشوند. | ||
| کلیدواژهها | ||
| بازاریابی؛ تبلیغات اینترنتی؛ جلب توجه؛ رفتار مصرف کننده؛ سایتهای اینترنتی | ||
| عنوان مقاله [English] | ||
| Presenting a pattern for attracting attention to advertisements on internet sites according to consumer behavior (with a qualitative and quantitative approach) | ||
| نویسندگان [English] | ||
| Roya Razmi1؛ Ali Akbar Farhangi2؛ Darioush Jamshidi2 | ||
| 1Department of business management, kish international branch, Islamis Azad university, kish island, Iran | ||
| 2Department of business management, kish international branch, islamic azad university, kish island, iran | ||
| چکیده [English] | ||
| The aim of this research is to design a pattern of drawing attention to commercial advertisements on websites, which was done in a mixed method and of the exploratory type in two consecutive qualitative-quantitative stages. In the first stage, the researcher collects the necessary information by examining studies related to the research topic and also in-depth interviews with experts in the field of marketing, and by using the method of grounded theory analysis with Glaser's approach, coding, categorizing and presenting a concept model. In the quantitative stage, the study was conducted using the structural equation modeling method. For this purpose, the data collected from a researcher-made questionnaire based on the proposed model was evaluated using Smart PLS software. After reviewing the previous studies, using exploratory and semi-structured interview tools, qualitative questions were asked from the statistical population of 14 experts and theoretical saturation was achieved. The results of grounded theory showed that the pattern of factors attracting attention to internet advertising includes 19 open codes, 5 central codes and 1 selective code. In the quantitative part, a questionnaire consisting of 19 items was provided to 217 marketing-advertising experts. Based on the results of the structural equation modeling, the value of the significance coefficient t is related to the relationship between the main variables with attracting attention to the forms of advertisements on websites at the 95% confidence level and indicates the significance of their effect on attracting attention to advertisements on websites. Therefore, all variables are identified as main variables. | ||
| کلیدواژهها [English] | ||
| Attract Attention, Consumer Behavior, Internet Advertisement, Internet Sites, Marketing | ||
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