چکیده:
این تحقیق قصد دارد تا نقش عوامل پیشبرنده و بازدارنده در شکلگیری نگرش بر قصد مصرفکنندگان برای خرید برخط محصولات مد را بررسی کند. هدف از این پژوهش بررسی تأثیر انگیزههای فایدهگرایانه و لذتجویانه، اعتماد و حریم خصوصی در شکلگیری نگرش و قصد خرید برخط از فروشگاههای شبکه اجتماعی اینستاگرام است پژوهش حاضر از لحاظ هدف کاربردی و از نظر روش جمع آوری دادهها توصیفی از نوع پیمایشی میباشد. جامعه آماری این پژوهش مشتریان پوشاک وارداتی شبکه مجازی اینستاگرام بوده است. نمونهگیری به صورت غیراحتمالی در دسترس بوده که حجم نمونه 170 نفر میباشد. برای جمعآوری دادهها از پرسشنامه استفاده و با استفاده از نرمافزار اس پی اس اس و اسمارت پی ال اس تجزیه و تحلیل دادهها در دو سطح توصیفی و استنباطی انجام شده است. .نتایج تجزیه و تحلیل دادهها نشان داد که ارزشهای فایدهگرایانه و لذتجویانه، اعتماد و حریم خصوصی با نقش میانجی نگرش مشتری بر تمایل به خرید برخط تأثیرگذار است. این یافتهها به بازاریابان و خردهفروشان برخط کمک میکند تا صفحه مجازی خود را توسعه دهند و تلاشهای فروش خود را بهبود بخشند و با انگیزههای خرید مشتریان آشنا و در این راستا برنامهریزی کنند.
IntroductionConsumer growth has increased from 7% in 2016 to 65% in 2021. The increase in consumer demand for online shopping has been accompanied by exponential growth.Due to the expansion of online stores in virtual networks and the non-importation of some foreign goods in Iran, online shopping has expanded through social networks such as Instagram. As stated in the e-commerce report of 2019, social networks and among them Instagram have the highest internet purchases. This study aims to investigate the role of promoting and inhibiting factors in the formation of attitudes on consumers' intention to buy fashion products online.The purpose of this study is to investigate the effect of promoting and inhibiting factors on the formation of online shopping attitudes and intentions from Instagram social network stores. Promoting factors include: utilitarian and hedonic values and inhibiting factors include: consumer trust and privacy. Several factors may influence consumers' shopping habits, such as consumer perception of online shopping and online store goodwill.Therefore, in the framework of the theoretical foundations and the conceptual model extracted by the researcher, he explains the research assumptions and research questions to solve the research problem. In fact, in the present study, the researcher is trying to answer this basic question out of curiosity, to what extent utilitarian values, hedonistic values, privacy and consumer trust affect the intention to buy online. The researcher believes that the Internet will help marketers and online retailers to develop their virtual page and improve their sales efforts, and be familiar with the purchase motives of customers and plan accordingly.MethodAccording to the subject of the research, from the point of view of the applied goal and research method, it is descriptive-survey. The statistical population of this research is the customers of imported clothing stores on the Instagram virtual network. Due to the fact that the number of people in the community is not available, non-probabilistic sampling has been used and the questionnaire has been made available to people online, and for this reason, the non-probabilistic sampling method is available. At the beginning of the questionnaire, it was mentioned that people who buy imported clothes from countries like Turkey through Instagram should answer In this research, to evaluate the confirmatory factor analysis model, a very important indicator of the square root of the approximate error variance estimate has been used. The permissible limit of this index has been predicted for this model and considering that it is less than 0.1%, it can be said that the model has a good fit with the data of this research and this indicates compatibility. These questions have theoretical structures. The statistical population of this study was the customers of the Instagram virtual network who bought imported goods. And the sampling was in a non-probability method. Chu-Bentler rule is used to determine the sample size. The sample size of 170 people is determined according to the dimensions of the questionnaire. To verify the validity of the measurement tool, three types of evaluation validity including content validity, divergent validity and convergent validity have been used. To check the fit of the overall model, there is only one criterion called GOF. The hypotheses were analyzed using SPSS and PLS software.Discussion and Results In the current research, the influence of utilitarian, hedonistic, trust and privacy motives in the formation of attitude and intention to buy clothes online from the social network Instagram has been investigated with the mediating role of attitude to online shopping.Almost two-thirds of the world's population has access to the Internet, so it's no surprise that Internet usage continues to grow. E-commerce has become an important tool in electronic businesses, and one of its important features is communication with customers and satisfying customers' needs. In online shopping, the customer and the seller usually do not meet each other in person, that is why the driving motives must be defined correctly so as not to prevent the customer from buying online. The results show that the need to establish social connection with others has a positive relationship with the pleasurable benefits of online shopping. This means that increasing the level of communication in e-commerce and cyberspace with others makes people feel better about their purchases.ConclusionAlso, online shopping is influenced by utilitarian and hedonistic motives, which utilitarian motive is a stronger reason for consumers' online shopping and has a greater impact on their intention to search and buy online. A positive attitude towards online shopping also has a positive effect on online shopping, and strategies such as fast delivery and attractive packaging can be used to increase the positive attitude towards online shopping.Keywords: promoting and inhibiting factors, hedonic values, utilitarian values, willingness to buy online.