تاثیر تصویر برند و قدرت برند بر تمایل خرید مشتریان از فروشگاههای اینترنتی

نویسندگان

1 علامه طباطبایی

2 علامه طباطابیی

چکیده

هدف تحقیق حاضر، بررسی تأثیر تصویر و قدرت برند بر تمایل خرید مشتری در فروشگاه اینترنتی بامیلو است که از مدل وایمر (2015) و لیو و همکاران (2016) استفاده شده است. در این مدل تأثیر تصویر و قدرت برند بر تمایل خرید مشتریان فروشگاه بامیلو بررسی می‌شود. برای بررسی تحقیق نمونه‌ای شامل 384 نفر به صورت در دسترس از بین کانال تلگرامی فروشگاه و صفحه اصلی فروشگاه در اینستاگرام انتخاب شدند. ابزار گردآوری داده پرسشنامه استاندارد با 27 سؤال که روایی و پایایی آن تأیید و بین جامعه آماری توزیع شد. تجزیه و تحلیل داده‌ها با استفاده از آمار توصیفی و آمار استنباطی انجام گرفت. در سطح آمار توصیفی از شاخص‌هایی چون فراوانی و درصد فراوانی؛ در سطح آمار استنباطی از روش‌های همبستگی، مدل معادلات ساختاری و تحلیل مسیر انجام شده است؛ که برای این منظور از نرم‌افزارهای spss و آموس استفاده شد. نتایج تجزیه و تحلیل حکایت از تأثیر مثبت و معنی‌دار تصویر و قدرت برند بر تمایل خرید مشتریان فروشگاه اینترنتی بامیلو داشت.
 

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Brand Image and Brand Strength on the Desire to Buy Customers From Online Stores (Case Study: Bamilo Store)

نویسندگان [English]

  • hassan gharibi 1
  • Zohreh dehdashtishahrokh 2
  • mohamadreza hoseinimehr 1
1 allameh tabtabei
2 atu
چکیده [English]

The purpose of this study is to investigate the effect of image and brand strength on customer buying in the Bamilo online store using the Weimer model (2015) and Liu et al. (2016). In this model, the impact of image and brand strength on the purchasing habits of Baemillo store customers is examined. To investigate the research, a sample of 384 people are selected from the store channel and the main store in Instagram. The data collection tool is a standard questionnaire with 27 questions that its validity and reliability are confirmed and distributed among the statistical population. The data are analyzed using descriptive statistics and inferential statistics. At the level of descriptive statistics, indicators such as abundance and percentage of abundance are used. At the level of inferential statistics, correlation methods, structural equation modeling, and path analysis are used. For this purpose, the spss and amus software is used. The results of the analysis showe a positive and significant impact of brand image and brand on the desire to buy customers in the bamboo store.
 
 
 

کلیدواژه‌ها [English]

  • Brand Image / Brand Strength / Customer Buying Tendency / Bamilo Shop
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