اثر انگیزه های سودگرایانه، لذت جویانه و اجتماعی بر کیفیت برند ازطریق ارزش استفاده و نوع اپلیکیشن (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
امروزه دستگاه های تلفن همراه به یکی از ویژگی های اصلی زندگی مدرن تبدیل شده است و سازندگان تلفن های همراه با ارائه امکانات بیشتر، موجبات آسانی ارتباطات را در عصر جدید فراهم کرده اند. سازمان ها و شرکت ها نیز برای معرفی محصولات خود به طور فزاینده ای از اپلیکیشن های اختصاصی تلفن همراه استفاده می کنند تا هرچه بیشتر بتوانند ارتباطات خود را با مصرف کنندگان و مشتریان حفظ کنند. تولید اپلیکیشن های مختلف یکی از این راه های حفظ ارتباطات است و با توجه به سرعت پیشرفت قابلیت های آن در بین شرکت ها، هنوز در ادبیات بازاریابی چهارچوبی جامع برای چگونگی ایجاد ارزش در اپلیکیشن های برندشده، هم برای مصرف کنندگان و هم شرکت ها، طراحی نشده است. این مطالعه به بررسی اثر انگیزه های سودگرایانه، لذت جویانه و اجتماعی بر کیفیت برند ازطریق ارزش استفاده در اپلیکیشن اسنپ فود در شهر اصفهان پرداخته است. جامعه آماری این پژوهش شامل ۳۸۴ نفر است. در این پژوهش از پرسش نامه های ارزش ویژه برند (مدل آکر)، بررسی نیازهای مشتریان و نوآوری بر محصولات بهره گرفته شده است. روش پژوهش میدانی و کتابخانه ای بود که از نظر هدف، کاربردی و از لحاظ جمع آوری اطلاعات، از نوع توصیفی استنباطی بود. این پرسش نامه توسط نرم افزار اس پی اس اس ۲۲ تحلیل و بررسی شد. مقدار آزمون KMO 0/962 بود که در یافته های پژوهش نشان داد ارتباط معناداری بین این ابعاد با یکدیگر و کاربران اپلیکیشن های تلفن همراه وجود داشت.The Effect of Utilitarian and Social Motives on the Perception of the Quality of the Mobile Phone Application Brand through the Value and Type of Use by Tourists (Snap Food Case Study)
Today, mobile phones have become one of the main features of modern life, and mobile phone manufacturers have provided more features to facilitate communication in the new era. On the other hand, organizations and companies are increasingly using dedicated mobile phone applications to introduce their products so that they can maintain their communication with consumers and customers as much as possible. The production of different applications is one of these ways of maintaining communication, and due to the rapid development of its capabilities among companies, there is still a comprehensive framework in the marketing literature for how to create value in branded applications, both for consumers and companies. Not designed. This study investigated the effect of utilitarian, hedonistic and social motives on brand quality through the value of use in the Snap Food application in Isfahan. The statistical population of this research includes 384 people. In this research, brand value questionnaires (Aker model), customer needs survey and product innovation were used. The method of field and library research was descriptive-inferential in terms of practical purpose and in terms of data collection. This questionnaire was analyzed by SPSS 22 software. The value of the KMO test was 0.962, which in the findings of the research showed that there is a significant relationship between these dimensions and the users of mobile applications. Keywords: Marketing, Mobile Applications, Consumer, Snap Food, Tourism 1. Introduction Branding to attract customers is one of the keys to the success of mobile phone manufacturing companies, but the way mobile users use it has completely changed over the past two decades. Mobile users do not use this device only for phone conversations, but this device is useful for them in wider aspects of their lives. According to research, a smart phone user visits the phone 75 times a day and spends more than two hours with it. Given the high attention consumers pay to their smartphones, it's no surprise that most major cell phone companies have invested in mobile apps so that everyone can have their own phone. Among these, more than two-thirds of consumers have downloaded at least one application. In this research, they focused on the customer's interests and experience in creating a joint relationship with the brand. Also, several important theoretical concepts such as (utilitarian, hedonic and social motivations) and results (three components of brand equity: perceived quality, brand loyalty, and brand awareness and connection) are presented. Value in use was significant in the context of brand applications, even though brand equity was considered a driving force for improving a company's business performance and sales. The findings of this research can give other economic actors in the field of tourism, such as fast food, restaurants and hotels, the possibility to predict the buying behavior of their customers more correctly. With the advancement of technology, marketing methods have also changed, and in the past few decades, traditional marketing gave way to new marketing. One of the new marketing methods that has attracted the attention of many consumers is marketing through mobile applications. 2. Literature Review In the course of their evolution, societies have gone through different periods, each of which has its own characteristics. These periods are generally divided into three periods: 1) traditional society, 2) industrial society, and 3) post-industrial or information society. There have been three revolutions in the information society (digital revolution, internet revolution and entrepreneurial revolution) as a result of which the face of the economy in the world has changed. This research provides several important theoretical implications. In this research, utilitarian, hedonic and social motives and their results (three components of brand equity: perceived quality, brand name, loyalty, and brand awareness and communication) that lead to the creation of brand equity, which is a driving force to improve the business performance and sales of a company; Been investigated. In other words, this process cannot happen without the continuous involvement and participation of customers. As a result, companies need to be sure that features that allow consumers to customize their in-app experience are included in their app. The Starbucks app provides a constructive example. With this app, customers can customize their menu items and make their favorite drinks. Using mobile apps, you can customize your favorite items and order through the app. Mobile applications have a lot of diversity and according to the information they provide to their audience, they have various divisions. For example, video applications are one of the strongest networks that have the largest audience and produce a large amount of video content daily. Many tourism companies try. Attracting customers through mobile-optimized sites and delighting them with products at the lowest prices means that value and enjoyment are important to mobile shoppers. One of the important researches belongs to Trang P, et al, 2022, which investigated the importance of mobile devices. These researchers have found out how mobile phones have become a dominant feature of modern life in different human societies in a short period of time, and organizations in every country are increasingly using dedicated mobile phone applications to maintain their communication with their consumers and customers. do Despite the increasing adoption of branded apps among companies, there is still a comprehensive framework that has received little attention in the marketing literature and how branded apps create value for both consumers and companies (Trang P, et al., 2022). Boyd's research (2019) shows that with the expansion of mobile applications, tourists will be able to make a better and more accurate choice and save their time. This powerful tool can provide the field of tourism through these applications. 3. Methodology This study investigated the effect of utilitarian, hedonistic and social motives on brand quality through usage value, application type and customization in Snap Food application in Isfahan. The statistical population of this research includes 384 people. In this research, special brand value questionnaires, customer needs and product innovation were considered. The method of field and library research was descriptive-inferential in terms of practical purpose and information collection. This questionnaire was analyzed using SPSS 22 software. The conceptual model of this research was taken from the model of Trang et al. (2022). This study studied the effect of mobile applications on user behavior and finally compared it with Trang's conceptual model. Therefore, the present research is innovative compared to Trang et al.'s model in three ways: the first direction is the statistical change and the test of this model in tourism. model the third direction of innovation is comparing the effect of variables. 4. Results This research provides several important theoretical implications. According to the research, the first effect (utilitarian, hedonic and social motives) and value in use results (three components of brand equity: perceived quality, brand loyalty, and brand awareness and connection) in the context of brand applications Even if brand equity is focused as a driving force for improving a company's business performance and sales 5. Conclusion According to a survey conducted in 1400 among Internet users by the market information center, Internet users by the market information center showed that 77% of Internet users used online ordering during the last year. And it has been more than the average amount of use of this application during the past three years. This trend shows that the Internet has definitely become a vital channel for online shopping and has become a thriving business. The results of this research showed that the type of application has a positive and significant effect on utilitarian motives and social motives. From this point of view, the results of the current research with the study of Enping, Shirley May and Eric C. Taylor, who argue that utilitarian and hedonic motives influence the value in use, which in turn leads to an increase in perceived quality, brand loyalty, and awareness. Brand and associations - three components of brand equity. Social motivation is aligned. Hedonic motivation has a significant effect on the variables of search intention and repeat purchase intention. The results of this research showed that in choosing and making decisions about hedonistic products, consumers have the approach of maximizing utility and performance, and their judgment is based on cognitive and goal-oriented activities and tends to perform a necessary task. According to this research, the Snap Food application has a positive and meaningful effect on the utilitarian motive through the value of use from an information point of view. Also, the experimental application has a positive and meaningful effect on social motivation through the use value. The results of this research indicated that utilitarian motivation, hedonic motivation and social motivation have a positive and significant effect on the use value through brand quality.
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