تأثیر استفاده از تأیید کننده‌های مشهور در پیام‌های بازرگانی تلویزیون بر نگرش و قصد خرید مخاطبان

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار دانشکده علوم انسانی دانشگاه میبد

2 استادیار دانشکده اقتصاد، مدیریت و حسابداری دانشگاه یزد

3 دانشجوی دکترای مدیریت رسانه دانشگاه آزاد اسلامی یزد

چکیده

یکی از رایج‌ترین ترفندهای مورد استفاده در تبلیغات تلویزیونی استفاده از افراد مشهور است که محصول را مورد تأیید قرار می‌دهند. هدف این پژوهش بررسی تأثیر استفاده از تأیید کننده‌های مشهور بر قصد خرید با توجه به نقش میانجی نگرش، به نام‌ تجاری(برند) و تبلیغات است. این پژوهش از حیث هدف کاربردی و از نظر ماهیت، توصیفی از نوع همبستگی است. جامعه آماری این پژوهش شامل مصرف کنندگان شهر یزد بوده که در معرض تبلیغات تلویزیونی صدا و سیما (شبکه سراسری) قرار گرفته‌اند. از این جامعه با استفاده از رابطه کوکران، نمونه‌ای به حجم 420 نفر و به روش نمونه‌گیری در دسترس انتخاب شده است. ابزار گردآوری داده‌ها پرسشنامه است که پایایی و روایی آن مورد تأیید قرار گرفته است. به منظور تجزیه و تحلیل داده‌ها از مدل یابی معادلات ساختاری و نرم افزارهای SPSS و PLS استفاده شده است. یافته‌های پژوهش نشان می‌دهد که ویژگی‌های تأیید کننده مشهور بر نگرش نسبت به تبلیغات تأثیر مثبت و معناداری دارند. همچنین، نگرش نسبت به تبلیغات بر نگرش به برند تأثیر معناداری دارد. همچنین نگرش نسبت به تبلیغات در رابطه بین ویژگی‌های تأیید کننده و نگرش نسبت به برند نقش میانجی ایفا می‌کند. در واقع استفاده اصولی و علمی از تأیید کننده‌های مشهور در تبلیغات می‌تواند بر نگرش مخاطبین تأثیرگذار باشد.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Using celebrities in TV advertisement on Attitude and Purchase Intent of Audience

نویسندگان [English]

  • Hamid Babaei Meybodi 1
  • Amir Reza Konjkav Monfared 2
  • Ehsan Karimi 3
1 Assistant Professor ,Faculty of Humanities, Meybod University
2 Assistant Professor, Business Administration , Yazd University
3 Ph.D. student of Media management, Islamic Azad university of Yazd
چکیده [English]

One of the most common techniques in television advertising is using celebrities who endorse a product. The aim of this study is to investigate the effect of using celebrities as endorsers on purchase attitude with regard to the mediating role of attitude to brand and advertising. This research is an applied one in goal and a descriptive one in nature. The statistical population of this study consisted of those people of Yazd city who were exposed to television broadcasting. A sample of 420 people was selected from this community using Cochran relationship and available sampling method. Questionnaire was used for data collection and its validity and reliability were confirmed. Structural equation modeling and SPSS and PLS software were used for data analysis. The findings of the study show that celebrity endorsement features have a positive and significant impact on attitude toward advertising. Also, attitude towards advertising has a significant effect on attitude to brand. Advertising attitudes also play a mediating role in the relationship between endorsement and brand attitudes. In fact, the principled and scientific use of celebrity endorsers in advertisement can influence the attitude of audience.

کلیدواژه‌ها [English]

  • Celebrity Endorsement
  • Attitude toward Advertising
  • Brand Attitude
  • purchase intent

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