نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه شاهد، تهران، ایران.

چکیده

هدف: هدف اصلی این تحقیق بررسی تأثیر راهبردهای تبلیغات تلویزیونی بر ابعاد شناختی، احساسی و رفتاری نگرش مصرف‌کنندگان زن، می‌باشد.
روش‌شناسی پژوهش: تحقیق ازنظر هدف کاربردی و ازنظر شیوه اجرا توصیفی – پیمایشی می‌باشد. جامعه آماری تمامی مصرف‌کنندگان زن محصولات شوینده و بهداشتی سه برند (گلرنگ، سافتلن و اکتیو) عرضه‌شده در فروشگاه‌های زنجیره‌ای افق کوروش در شهر تهران می‌باشند و تعداد نمونه با توجه به نامحدود بودن جامعه آماری برابر با 384 نفر می‌باشد. روش نمونه‌گیری در این تحقیق روش تصادفی خوشه‌ای در دسترس است. ابزار گردآوری اطلاعات در این تحقیق پرسشنامه‌های محقق ساخته با بهره‌گیری از پرسش‌نامه کائور و هندال  (2017) بود که پس از روایی سنجی و پایایی سنجی بین اعضای نمونه توزیع گردید. داده‌های جمع‌آوری‌شده به کمک نرم‌افزارهای SPSS و AMOS تحلیل شدند.
یافته‌ها: نتایج نشان داد راهبردهای تبلیغات تلویزیونی بر ابعاد شناختی، احساسی و رفتاری نگرش مصرف‌کنندگان زن تأثیر دارد. نتایج فرضیه‌های فرعی نیز نشان داد تکرار تبلیغات، تأیید افراد مشهور، جاذبه‌های جنسیتی، شخصیت‌های طنز و مقایسه محصولات بر نگرش شناختی و احساسی مصرف‌کنندگان زن تأثیر دارد. همچنین نگرش شناختی بر رفتار خرید و تغییر رفتار خرید مصرف‌کنندگان تأثیرگذار است و نگرش احساسی نیز بر تغییر رفتار خرید تأثیر معنی‌داری دارد و در بین فرضیات مطرح‌شده در تحقیق نتایج نشان داد که نگرش احساسی بر رفتار خرید مصرف‌کنندگان زن تأثیر معنی‌داری ندارد.
اصالت/ارزش افزوده علمی: راهبردهای تبلیغات تلویزیونی بر ابعاد مختلف نگرش شناختی، احساسی و رفتاری زنان مصرف‌کننده نسبت به محصولات شوینده و بهداشتی تأثیرگذار خواهد بود و منجر به رفتار خرید متفاوت در آن‌ها می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Effect of TV Advertising Strategies on Cognitive, Emotional and Behavioral Dimensions of Female Consumer Attitudes

نویسندگان [English]

  • Afsaneh Javan Hesar Shaneh
  • Naser Yazdani

Department of Business Administration, Faculty of Humanities, Shahed University, Tehran, Iran.

چکیده [English]

Purpose: The primary purpose of this study is to investigate the effect of television advertising strategies on the cognitive, emotional, and behavioural dimensions of female consumers' attitudes.
Methodology: The study is a descriptive survey in terms of implementation methods. The statistical population in this study are all female consumers of detergent and hygiene products of three brands (Golrang, Softlan, and Active) offered in OK chain stores in Tehran. The number of samples equals 384 people due to the unlimited statistical population. The sampling method is a cluster random method. The data collection tool is a researcher-made questionnaire using the Kaur & Hundal (2017) questionnaire distributed among the sample members after validation and reliability assessment. The collected data were analyzed using SPSS and AMOS software.
Findings: The results showed that TV advertising strategies affect female consumers' cognitive, emotional, and behavioural dimensions. Examining the sub-hypotheses showed that repetition of advertisements, approval of celebrities, gender attractions, humorous characters, and product comparison affect female consumers' cognitive and emotional attitudes. Also, cognitive attitude affects shopping behaviour and changes consumer behaviour, and emotional attitude significantly changes shopping behaviour. Among the hypotheses presented in the research, the results showed that emotional attitude has no significant effect on female consumers' shopping behaviour.
Originality/Value: TV advertising strategies will affect different dimensions of women consumers' cognitive, emotional, and behavioural attitudes towards detergents and hygiene products and lead to different shopping behaviours

کلیدواژه‌ها [English]

  • TV advertising strategies
  • Cognitive attitude
  • Affective attitude
  • Behavioral attitude
  • Female consumers
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