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بررسی تأثیر تجربه غرقگی آنلاین بر آمیخته شدن با برند و قصد بازدید مجدد وبسایت (موردمطالعه سایت دیجیکالا) | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 4، دوره 11، شماره 1 - شماره پیاپی 37، فروردین 1403، صفحه 143-174 اصل مقاله (2.19 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2024.44853.2505 | ||
| نویسندگان | ||
| سید مهدی موسوی دستجردی1؛ سید مهدی میرمهدی* 2 | ||
| 1کارشناسی ارشد مدیریت بازرگانی، دانشگاه ملایر، ملایر، ایران، | ||
| 2استادیار گروه مدیریت بازرگانی، دانشگاه ملایر، ملایر، ایران، | ||
| چکیده | ||
| این پژوهش با هدف بررسی تأثیر تجربه غرقگی بر آمیخته شدن با برند و قصد بازدید مجدد وبسایت از طریق مطالعه سایت دیجیکالا، انجام شد. این پژوهش از نظر هدف، پژوهشی کاربردی و از نوع پژوهشهای کمی است. جامعه آماری این پژوهش شامل همه افرادی که حداقل یک‌بار از وبسایت «دی جی کالا» بازدید و خرید آنلاین انجام داده‌اند، بود. حجم نمونه 384 نفر از این افراد انتخاب شدند. برای تجزیه‌وتحلیل داده‌های استخراج‌شده نیز از نرم‌افزارهای آماری SPSS نسخه 25 و PLS نسخه 3 بهره‌برداری گردیده است. یافته حاصل از تحلیل داده‌ها نشان داد که تمرکز توجه بر آمیخته شدن با برند بر قصد بازدید مجدد تأثیر داشت؛ کنترل ادراک‌شده بر آمیخته شدن با برند و بر قصد بازدید مجدد مؤثر بود؛ لذت ادراک‌شده بر آمیخته شدن با برند و بر قصد بازدید مجدد تأثیر گذاشت و آمیخته شدن با برند نیز بر قصد بازدید مجدد تأثیرگذار بود. تجربه غرقگی با سه مؤلفه (تمرکز توجه، کنترل ادراک‌شده و لذت ادراک‌شده) بر قصد بازدید مجدد سایت تأثیر مثبت و معنی‌داری دارد؛ بنابراین هرچه مشتریان غرقگی بیشتری را تجربه کند، خرید مطلوب‌تری را تجربه می‌کنند و به دنبال تکرار بازید از وبسایت خواهند بود. همچنین دیگر نتایج حاصله گویای این واقعیت می‌باشد که آمیخته شدن با برند بر قصد بازدید مجدد تأثیر می‌گذارد، بنابراین آمیخته شدن با برند بر قصد بازدید مجدد ازجمله مشتاق بودن مشتریان در استفاده از خدمات سایت دیجی کالا را فراهم می‌نماید. | ||
| کلیدواژه‌ها | ||
| تجربه غرقگی آنلاین؛ آمیخته شدن با برند؛ قصد بازدید مجدد وبسایت | ||
| عنوان مقاله [English] | ||
| Examining the relationship between the online flow experience and brand engagement according to the role of the intention to revisit the website (the case study of the Digi-Kala site) | ||
| نویسندگان [English] | ||
| seyed mahdi mousavi1؛ seyed mehdi mirmehdi2 | ||
| 1Master of Marketing Management, Faculty of Humanities, Department of Management, Malayer University, Malayer, Iran, | ||
| 2Corresponding Author: Assistant Professor of Management, Faculty of Humanities, Department of Management, Malayer University, Malayer, Iran | ||
| چکیده [English] | ||
| This research was carried out with the aim of investigating the impact of the experience of flow on brand engagement and the intention to revisit the website by studying the Digikala site. This research is an applied and quantitative research in terms of its purpose. The statistical population of this research included all the people who visited the "DiJiKala" website at least once and made online purchases. The sample size of 384 people was selected from these people. SPSS version 25 and PLS version 3 statistical software were used to analyze the extracted data. The findings from the data analysis showed that the focus of attention on blending with the brand had an effect on the intention to revisit; Perceived control was effective on brand engagement and revisit intention; Perceived enjoyment influenced the association with the brand and the intention to revisit, and the association with the brand also influenced the intention to revisit. The experience of flow with three components (focus of attention, perceived control and perceived pleasure) has a positive and significant effect on the intention to revisit the site. Therefore, the more the customers experience with flow, the more favorable the purchase will be and they will be more likely to repeat the website. Also, the other results show the fact that engagement with the brand affects the intention to visit again. Therefore, engagement with the brand provides the intention of revisiting, including the enthusiasm of customers in using the services of the DigiKala site. | ||
| کلیدواژه‌ها [English] | ||
| Flow experience, brand engagement, website revisit intention | ||
| مراجع | ||
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قاسمیان صاحبی، علی؛ مشبکی، اصغر؛ خداداد حسینی، سیدحمید؛ (1397). بررسی وفاداری به برند، از طریق عجین شدن مشتری در جوامع برند آنلاین (موردمطالعه: کاربران اینستاگرام). فصلنامه علمی پژوهشی مدیریت برند. (1) 5،؛ 34-13.
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