دور مصداقية مدوني فيديوهات مراجعة المنتجات في تشکيل النية الشرائية لدى الجمهور المصري

نوع المستند : المقالة الأصلية

المؤلف

کلية الآداب جامعة عين شمس

المستخلص

      تسعى الدراسة للتعرف على کثافة تعرض الجمهور المصري لمدونات فيديوهات مراجعة المنتجات، وتفضيلاتهم لأساليب عرضها، والمنتجات التي يسعون للتعرض لمدوني الفيديو لمراجعتها، والتعرف على المصداقية المدرکة للمدونين کمصدر للمعلومات عن السلع والخدمات باستخدام متغيرات نظرية مصداقية المصدر والتفاعل شبه الاجتماعي (الثقة، الخبرة، الجاذبية، المتعة، الألفة)، وعلاقة تلک الأبعاد بالاتجاه نحو المنتج والنية الشرائية لدى الجمهور، واختبار الفروق بين المبحوثين في المصداقية المدرکة للمدون، والاتجاه نحو المنتج والنية الشرائية باختلاف النوع والدخل، وذلک عبر دراسة ميدانية طُبقت على عينة من المتعرضين لمدونات فيديوهات مراجعة المنتجات على اليوتيوبقوامها 386 مفردة، وتوصلت الدراسة إلى أن تعرض المبحوثين لمدونات فيديوهات مراجعة المنتجات يکون عند الحاجة لشراء منتج معين، وجاء عرض مراجعة لمنتجين في نفس الفيديو في مقدمة تفضيلات الجمهور بالنسبة لطريقة عرض مراجعة المنتجات، وجاءت منتجات التجميل في مقدمة المنتجات التي يحرص المبحوثون على التعرض لمدونات الفيديو لمراجعتها، وجاءت الجاذبية في مقدمة الأبعاد التي تشکل المصداقية المدرکة للمدونين لدى المبحوثين، وأظهرت النتائج وجود علاقة بين کل أبعاد المصداقية المدرکة للمدون، وفي مقدمتها الألفة وکل من الاتجاه نحو المنتج والنية الشرائية، وظهر عدم تأثير متغير النوع والدخل في مستويات المصداقية المدرکة لمدونات فيديوهات مراجعة المنتجات والاتجاه نحو المنتج والنية الشرائية، بينما تؤثر الفئة العمرية للمبحوث في النية الشرائية.

الكلمات الرئيسية

الموضوعات الرئيسية


 
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