تبیین نقش تبلیغات دهان‌به‌دهان الکترونیکی (تدبدا) بر اعتمادسازی و پیشبرد فروش کسب‌وکارهای خانگی آنلاین

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت و اقتصاد، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان، ایران

چکیده

کسب‌وکارهای خانگی آنلاین با وجود اهمیت فراوان از نظر اشتغال‌زایی و کارآفرینی، با چالش‌ها و مشکلات فراوانی مواجه هستند که می‌تواند بقا و توسعه آن‌ها را به خطر بیندازد. هدف پژوهش حاضر، تبیین نقش تبلیغات دهان‌به‌دهان الکترونیک (تدبدا) بر اعتمادسازی و پیشبرد فروش کسب‌وکارهای خانگی آنلاین است. این پژوهش کاربردی بوده، از حیث هدف توصیفی است. اعضای نمونه‌ی آماری این پژوهش، ۳۸۶ نفر از مصرف‌کنندگان ساکن مازندران با تجربه حداقل یک‌بار خرید محصولات کسب‌وکارهای خانگی در بستر رسانه‌های اجتماعی بودند که با استفاده از روش نمونه‌گیری غیر تصادفی در دسترس و از طریق پرسشنامه‌های تدبدا، پیشبرد فروش و اعتماد آنلاین مورد بررسی قرار گرفتند. پایایی ابزار تحقیق به ‌وسیله بررسی سازگاری درونی و روایی آن از طریق روایی همگرا و روایی واگرا مورد سنجش و تائید قرار گرفت. جهت بررسی فرضیات تحقیق از مدل معادلات ساختاری استفاده شد. نتایج نشان داد در سطح اطمینان پنج درصد اعتماد آنلاین تأثیر مستقیم، مثبت و معناداری بر پیشبرد فروش دارد و دو بعد محتوای تدبدا و جاذبه مثبت تدبدا به‌ طور مثبت و بعد جاذبه منفی تدبدا به ‌طور منفی پیشبرد فروش را تحت تأثیر قرار می‌دهند. همچنین تدبدا به‌عنوان متغیر تعدیل‌گر می‌تواند اثر متغیر اعتماد آنلاین بر پیشبرد فروش را افزایش دهد. یافته‌ها نشان داد پیشبرد فروش وابستگی زیادی به اعتماد آنلاین دارد و این رابطه نیز به ‌وسیله تدبدا به ‌صورت مثبت یا منفی تحت تأثیر قرار می‌گیرد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Explaining the role of electronic word-of-mouth (Ewom) advertising on building trust and promoting online home business sales

نویسندگان [English]

  • Mohammad Ali Siahsarani Kojuri
  • Eesa Niazi
  • Hossein Balouchi
Department of Management and Economics, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran
چکیده [English]

Despite the importance of online home businesses in terms of employment and entrepreneurship, they face many challenges and problems that can jeopardize their survival and development. The purpose of this research is to explain the role of electronic word-of-mouth (eWOM) advertising on building trust and promoting sales. This research is applied, it is descriptive in terms of purpose. The members of the statistical population of this research were 386 consumers of Mazandaran with the experience of buying home business products at least once on the platform of social media, which was carried out using a non-random sampling method available and through eWOM questionnaires, sales and online trust were investigated. The reliability of the research instrument was measured and confirmed by examining its internal consistency and validity through convergent validity and divergent validity. Structural equation model was used to check research hypotheses. At the confidence level of five percent, the results showed that online trust has a direct, positive and significant effect on the promotion of online home business sales. The content dimensions of eWOM advertising and the positive attraction of eWOM advertising positively and the negative attraction dimension of eWOM advertising negatively affect the sales promotion. Also, eWOM advertising as a moderating variable can increase the effect of the online trust variable on the promotion. The findings of the present study showed that the promotion is highly dependent on online trust and this relationship is also affected positively or negatively by attention.

کلیدواژه‌ها [English]

  • "Electronic word of mouth advertising"
  • "Online trust"
  • "Sales promotion"
  • "Home businesses"

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