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ایجاد تصویر برند: بررسی نقش تجربه کاربران اینستاگرام بر تصویر برند پلتفورمهای اقتصاد اشتراکی | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
دوره 7، شماره 1 - شماره پیاپی 21، فروردین 1399، صفحه 83-125 اصل مقاله (873.83 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2021.33001.2043 | ||
نویسندگان | ||
الهام ازنب1؛ نادر سیدامیری* 2؛ الهه عظامی3؛ علیرضا رنجبران4 | ||
1کارشناسی ارشد مدیریت کارآفرینی، دانشگاه تهران. | ||
2عضو هیئتعلمی گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران | ||
3کارشناسی ارشد مدیریت کسبوکار، دانشگاه تهران. | ||
4کارشناسی ارشد مدیریت بازاریابی، دانشگاه تهران. | ||
چکیده | ||
کاهش منابع اولیه و پیشرفت تکنولوژی در سطح دنیا بسیاری از افراد جهان را وادار به اشتراکگذاری داراییهای بلااستفاده از طریق پلتفرمهای آنلاین کرده است. اینترنت بستری فراهم نموده تا کاربران تجربه خود را هنگام استفاده از پلتفرمها در قالب نظر به اشتراک بگذارند که باعث ایجاد تصویر برند در ذهن سایر کاربران میشود. هدف این پژوهش بررسی تأثیر تجربه کاربران بر تمایل به ایجاد محتوای آنلاین و تأثیر این محتوا در ایجاد تصویر برند از پلتفرم اقتصاد اشتراکی میباشد. پژوهش حاضر از نظر هدف کاربردی و از لحاظ روش پیمایشی میباشد. جهت انجام تحلیل عاملی تأییدی متغیرهای پژوهش از مدلیابی معادلات ساختاری با نرمافزار ای موس 22 استفاده شده است بدین منظور از 394 نفر از افرادی که از پلتفرم اسنپ استفاده کرده و تجربیات خود را در اینستاگرام به اشتراک گذاشتهاند با روش نمونهگیری تصادفی و از طریق پرسشنامه استاندارد مورد ارزیابی قرار گرفته است. نتایج پژوهش حاضر نشان میدهد که تجربه مشتری عامل مهم انگیزاننده برای تولید محتوا در اینستاگرام است که به ایجاد تصویر برند از پلتفرم اقتصاد اشتراکی منجر میشود. | ||
کلیدواژهها | ||
اقتصاد اشتراکی؛ تجربه مشتری؛ محتوای ایجادشده توسط کاربر؛ تصویر برند | ||
عنوان مقاله [English] | ||
Creating the Brand Image: Investigation the Role of Instagram User`s Experience on Customers of Sharing Economy Platforms | ||
نویسندگان [English] | ||
Elham Aznab1؛ Nader Seyyedamiri2؛ Elahe Ezami3؛ Alireza Ranjbran4 | ||
1Master of Entrepreneurship،Faculty of Management, College of Farabi، University of Tehran، Qom، Iran | ||
2Faculty Member، Department of Corporate Entrepreneurship،Faculty of Entrepreneurship،University of Tehran،Tehran، Iran | ||
3Master of Business، Faculty of Management، College of Farabi،University of Tehran, Qom،Iran | ||
4Master of Marketing،Faculty of Management, College of Farabi, University of Tehran، Qom، Iran. | ||
چکیده [English] | ||
The reduction of primary resources and the advancement of technology in the world, tempt the people around the world to share their unused assets through online platforms. Internet has provided an opportunity for users to share their experiences of using these platforms in the form of comments that create brand image in the minds of other users. The purpose of this study is to investigate the effect of user experience on their tendency to create online content and the impact of this content on creating a brand image of the shared economy platform. In terms of purpose, this study is applied and survey in terms of method. In order to do confirmatory factor analysis, structural equation modeling with Amous 22 software is used. Accordingly, 394 people who used the SNAP platform and have shared their experiences on Instagram were selected randomly and standard questionnaire distributed among them. Research shows that customer experience is an important motivating factor for producing content on Instagram, which leads to creating brand image about a sharing-economy platform. | ||
کلیدواژهها [English] | ||
Sharing Economy, User Experience, User Generated Content, Brand Image | ||
مراجع | ||
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