نقش رسانه‌های اجتماعی در انگیزه‌های نوع‌دوستانه و خودخواهانه بر قصد‌خرید مصرف‌کنندگان لوازم آرایشی سبز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه بازاریابی دانشگاه اصفهان، اصفهان، ایران. (نویستده مسئول)

2 دانشجوی دکتری بازاریابی، دانشگاه اصفهان، اصفهان، ایران.

3 کارشناس ارشد مدیریت بازرگانی، دانشگاه ایلام، ایلام، ایران.

چکیده

در طی دهه گذشته، نگرانی­های زیست محیطی به یک روند جهانی تبدیل شده است، که شرکت‌های آرایشی را متمایل می­کند دوستدار محیط­زیست باشند و سبد محصولات سبز متنوع­تری داشته باشند، تا نیازهای مصرف‌کنندگان جدید را برآورده کنند. این در حالی است که ابزارهای ارتباطی جدید مانند رسانه­های اجتماعی، نگرانی زیست محیطی را به طور گسترده­ای به اشتراک گذاشته­اند تا نگرش مصرف­کنندگان را شکل دهند که رفتار آگاهانه­تری نسبت به محیط­زیست داشته باشند. هدف از این پژوهش،  بررسی نقش رسانه­های اجتماعی در انگیزه­های نوع­دوستانه و خودخواهانه بر قصدخرید مصرف­کنندگان لوازم آرایشی ­سبز می­باشد. پژوهش حاضر، از حیث هدف کاربردی و از نظر روش و بازه زمانی جمع‌آوری داده‌ها در زمره تحقیقات پیمایش مقطعی قرار دارد. جامعه آماری شامل کلیه کاربران رسانه­اجتماعی اینستاگرام می ­باشند که دنبال کننده صفحات محصولات آرایشی سبز (صفحات مروارید سبز، شهر سبز و محصولات آرایشی بهداشتی سبزگستر) هستند. نمونه آماری با توجه به فرمول کوکران 384­ نفر تعیین گردید که با استفاده از روش نمونه­گیری در دسترس پرسشنامه به تعداد اعضای نمونه توزیع گردید.ابزار پژوهش پرسشنامه استاندارد بود که روایی صوری و محتوایی آن با استفاده از نظر خبرگان و روایی سازه با استفاده از تحلیل عاملی مورد بررسی قرار گرفت. برای روایی مجدد پرسشنامه از نظرات استادان و خبرگان استفاده شد .برای پایایی آن نیز از آلفای کرونباخ استفاده و میزان آن 92/0تعیین شد که نشان از تأیید پایایی ابزار است. برای آزمون فرضیه­های این تحقیق ازروش مدلسازی معادلات ساختاری استفاده شده است. نتایج به دست آمده از پژوهش بیانگر نقش مثبت ومعنی­داررسانه­های اجتماعی در انگیزه­های نوع­دوستانه و خودخواهانه بر قصد­خرید مصرف­کننده می­باشد. از نتایج دیگر اینکه انگیزه نوع­دوستانه در رابطه بین رسانه اجتماعی و نگرش مصرف­کنندگان نقش میانجی ایفا می­کند. همچنین، انگیزه خود خواهانه در رابطه بین رسانه اجتماعی و هنجارهای ذهنی نقش میانجی دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Role of Social Media in Altruistic and Selfish Motives on the Purchase Intention of Consumers of Green Cosmetics

نویسندگان [English]

  • Azarnoush Ansari 1
  • Pari Shojaeian 2
  • Marjan Arvaneh 3
2 Ph.D. student of Marketing, University of Isfahan, Isfahan ,Iran.
3 Master of Business Administration, University of Ilam, Ilam, Iran.
چکیده [English]

During the last decade, environmental concerns have become a global trend. This trend has led cosmetics companies to strive to be more environmentally friendly and to offer a more diverse portfolio of green products to meet the needs of new consumers. Meanwhile, new communication tools such as social media have widely shared environmental concerns to influence consumers' attitudes and encourage more environmentally conscious behavior. The purpose of this research is to investigate the role of social media in altruistic and selfish motives on consumers' purchase intention of green cosmetics. In terms of practical purpose, method, and time period of data collection, the current research belongs to cross-sectional survey research. The statistical population includes all Instagram social media users who follow pages related to green cosmetic products (Green Pearl, Green City, and Green Green cosmetic products). The statistical sample size was determined using the Cochran formula, which indicated a sample size of 384 people. The sample was then selected using the available sampling method. The research tool was a standard questionnaire. Its face and content validity were determined by experts' opinions, and its construct validity was assessed using factor analysis. The opinions of professors and experts were sought for the re-validation of the questionnaire. Cronbach's alpha was also used to assess reliability, and its value was determined to be 0.92, indicating high reliability of the tool. Structural equation modeling method was used to test the hypotheses of this research. The results obtained from the research demonstrate the positive and significant impact of social media on both altruistic and selfish motives influencing consumers' purchase intentions. Another finding is that the altruistic motive mediates the relationship between social media and consumers' attitudes. Selfish motivation also plays a mediating role in the relationship between social media and subjective norms.

کلیدواژه‌ها [English]

  • theory of planned behavior (TPB)؛ social media؛ Purchase intention
  • altruistic motivation
  • selfish motivation
  • green cosmetics

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نشریه علمی راهبردهای بازرگانی
دوره 19، شماره 20
بهمن 1401
صفحه 147-170

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