تاثیر ویژگی‌های بازاریابی اجتماعی شرکتی و رعایت اصول اخلاقی بر قصد تغییر رفتار مصرف‌کننده با تاکید بر نقش میانجی‌گری نگرش: ارائه مدل سلسله مراتبی

نوع مقاله : ترویجی

نویسندگان

1 دانش آموخته مدیریت کسب و کار، دانشگاه بین‌المللی امام خمینی ره، قزوین، ایران

2 استادیار گروه مدیریت، دانشکده علوم اجتماعی، دانشگاه بین‌المللی امام خمینی (ره)، قزوین، ایران

3 استادگروه مدیریت صنعتی دانشگاه بین المللی امام خمینی، قزوین، ایران

چکیده

هدف پژوهش حاضر مطالعه تاثیر ویژگی‌‌های بازاریابی اجتماعی شرکتی و رعایت اصول اخلاقی بر قصد تغییر رفتار مصرف‌کننده است. از این رو،‌ اثر ویژگی‌های بازاریابی اجتماعی شرکتی و رعایت اصول اخلاقی بر قصد تغییر رفتار مصرف‌‌کننده بررسی و در این میان به نقش میانجی نگرش نیز توجه شده است. بدین منظور، ابتدا با بررسی ادبیات موضوعی، عوامل رعایت اصول اخلاقی و ویژگی‌‌های بازاریابی اجتماعی شرکتی به همراه ابعادشان شناسایی و روابطشان با قصد تغییر رفتار همراه با نقش میانجی نگرش فرضیه‌سازی شد. سپس نمایندگان شرکت‌‌های بیمه شهر کرج به عنوان جامعه آماری انتخاب و با استفاده از نمونه‌‌گیری خوشه‌‌ای، 95 پرسشنامه تکمیل شد. روابط علی میان متغیرها با به‌کارگیری مدلسازی معادلات ساختاری به روش حداقل مربعات جزئی در نرم‌افزار PLS بررسی و یک مدل سلسله مراتبی ارائه گردید. نتایج تحلیل نشان می‌دهد ویژگی‌‌های بازارابی اجتماعی شرکتی به طور غیر مستقیم و با میانجی‌‌گری متغیر نگرش و همچنین رعایت اصول اخلاقی به طور مستقیم بر قصد تغییر رفتار تاثیر‌‌گذار هستند. همچنین، از لحاظ اولویت‌‌بندی اقدامات مدیریت-محور برگرفته از نتایج آنالیز IPMA، عامل رعایت اصول اخلاقی دارای اهمیت بیشتری است که باید در طراحی برنامه‌های بازاریابی اجتماعی شرکتی مدنظر قرار داده شود. به ویژه، این مطالعه نشان می‌‌دهد که عوامل رعایت اصول اخلاقی و ویژگی‌‌های بازاریابی اجتماعی شرکتی موجب ترویج رفتار اجتماعی دلخواه و در نهایت مزایای تجاری بیشتر خواهند شد، لذا بینش بیشتری را برای مدیران در خصوص چگونگی ایجاد مزایای تجاری و اجتماعی از طریق فعالیت‌‌های بازاریابی اجتماعی شرکتی مهیا می‌‌سازد

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect Of Corporate Social Marketing (CSM) Attributes And Ethical Issues Observation On Consumer’s Behavior Change Intention With The Mediating Role Of Attitude: A Hierarchical Model

نویسندگان [English]

  • maryam behdad 1
  • MOrteza Anoosheh 2
  • Safar Fazli 3
1
2 Department of Management, Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran
3 Faculty member of Imam Khomeini International University
چکیده [English]

The aim of this study is to investigate the effect of corporate social marketing characteristics and compliance with ethical principles on the intention to change consumer behavior. Hence, the effect of CSM attributes and Ethical issues observation in social marketing campaigns on consumer’s behavior change intention have been investigated in present study. Meanwhile, the mediating role of attitude has been taken into consideration too. Hence, at first via literature review, ethical issues observation and CSM attributes factors along with their dimensions were identified and the relationship between them and consumer’s behavior change intention with the mediating role of attitude were hypothesized. Then the Representatives of Karaj insurance companies were selected as the statistical community and 95 questionnaires using the cluster sampling method collected. The causal relationships between variables were tested employing a partial least squares-based structural equation model in smart PLS 3 and a hierarchical model was presented. Results show that CSM attributes and ethical issues observation influence a consumer’s behavior change intention, respectively indirectly with the mediating role of attitude and directly. In addition, in terms of assigning priority to management-oriented measures relative to the results IPMA analysis, the factor ‘ethical issues observation’ has more importance that in designing CSM program strategies must be take into consideration. This study demonstrates that CSM attributes and ethical issues observation factors result in the intended prosocial behavior adoption and more corporate benefits creation. Presented framework provides managers with further insight into how and why the company can generate social and corporate benefits through CSM.

کلیدواژه‌ها [English]

  • Corporate Social Marketing / Corporate Social Responsibility / Ethical Issues Observation /Consumer’s Behavior Change Intention
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