تأثیر تبلیغات دیجیتال هدفمند بر نیت خرید کاربران با نقش میانجی اعتماد به رسانه

نوع مقاله : مقاله پژوهشی

نویسنده
کارشناسی ارشد، گروه مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران.
10.22034/jmek.2025.527508.1182
چکیده
هدف این پژوهش بررسی تأثیر تبلیغات دیجیتال هدفمند بر نیت خرید کاربران با نقش میانجی اعتماد به رسانه است. این مطالعه با رویکرد کمی و با استفاده از مدل‌سازی معادلات ساختاری در نرم‌افزار SmartPLS4 انجام شد. جامعه آماری پژوهش شامل کاربران فعال پلتفرم‌های دیجیتال (اینستاگرام و تلگرام) در ایران بود که از میان آن‌ها نمونه‌ای به حجم ۳۵۰ نفر به روش نمونه‌گیری در دسترس انتخاب شدند. ابزار جمع‌آوری داده‌ها پرسشنامه‌ای استاندارد بود که شامل سه سازه اصلی تبلیغات دیجیتال هدفمند (بر اساس مقیاس لی، ۲۰۲۰)، اعتماد به رسانه (بر اساس مقیاس جانسون، ۲۰۲۱) و نیت خرید (بر اساس مقیاس کاتلر و کلر، ۲۰۲۱) بود. روایی ابزار با استفاده از روایی محتوا، روایی همگرا و روایی واگرا تأیید شد. پایایی ابزار نیز با آلفای کرونباخ و پایایی ترکیبی مورد تأیید قرار گرفت. یافته‌ها نشان داد که تبلیغات دیجیتال هدفمند تأثیر مثبت و معناداری بر اعتماد به رسانه و نیت خرید دارد. همچنین، اعتماد به رسانه به‌عنوان متغیر میانجی، اثر غیرمستقیم تبلیغات دیجیتال هدفمند بر نیت خرید را تقویت می‌کند. ضریب تعیین برای نیت خرید ۰/۶۸ و برای اعتماد به رسانه ۰/۵۴ بود که نشان‌دهنده قدرت تبیین بالای مدل است. شاخص تناسب مدل نیز از تناسب خوب مدل حکایت دارد. نتایج این پژوهش بر اهمیت اعتمادسازی در رسانه‌های دیجیتال برای افزایش اثربخشی تبلیغات تأکید دارد. پیشنهاد می‌شود سازمان‌های رسانه‌ای و بازاریابان بر بهبود کیفیت محتوای تبلیغاتی، افزایش شفافیت و تقویت اعتبار رسانه‌های دیجیتال تمرکز کنند.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

The Impact of Targeted Digital Advertising on Users' Purchase Intention with the Mediating Role of Media Trust

نویسنده English

Fatemeh Babaei Roudi
Master of Business Administration, Allameh Tabataba'i University, Tehran, Iran
چکیده English

This study aims to investigate the impact of targeted digital advertising on users’ purchase intention, with a focus on the mediating role of media trust. The research adopts a quantitative approach and employs structural equation modeling (SEM) using SmartPLS4 software. The statistical population consists of active users of digital platforms (Instagram and Telegram) in Iran, among whom a sample of 350 individuals was selected through convenience sampling. Data were collected via a standardized questionnaire consisting of three main constructs: targeted digital advertising (based on Lee’s scale, 2020), media trust (based on Johnson’s scale, 2021), and purchase intention (based on Kotler and Keller’s scale, 2021). The validity of the instrument was confirmed through content validity, convergent validity, and divergent validity. Reliability was assessed using Cronbach’s alpha and composite reliability, both indicating acceptable levels. Findings reveal that targeted digital advertising has a positive and significant effect on both media trust and purchase intention. Moreover, media trust acts as a mediator, strengthening the indirect effect of targeted digital advertising on purchase intention. The coefficient of determination (R²) is 0.68 for purchase intention and 0.54 for media trust, indicating a high explanatory power of the model. Model fit indices also suggest a good overall model fit. The results emphasize the importance of building trust in digital media to enhance the effectiveness of advertising. It is recommended that media organizations and marketers focus on improving the quality of advertising content, increasing transparency, and enhancing the credibility of digital platforms.

کلیدواژه‌ها English

Targeted digital advertising
Purchase intention
Media trust
Structural equation modeling
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دوره 6، شماره 4
زمستان 1404
صفحه 27-40

  • تاریخ دریافت 10 اسفند 1403
  • تاریخ بازنگری 11 اردیبهشت 1404
  • تاریخ پذیرش 03 خرداد 1404