تحلیل تاثیر تجربه آواتار بر کیفیت ارتباط مشتری، تعامل مشتریان و تمایل به خرید در بین خریداران پوشاک در اینستاگرام

نویسندگان

  • ریحانه السادات طبائیان گروه مدیریت، دانشکده مدیریت و نوآوری، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران. https://orcid.org/0000-0002-6730-9120
  • سمیه احمدزاده * گروه مدیریت، دانشکده مدیریت و نوآوری، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران. https://orcid.org/0000-0003-1084-3565
  • امید کریمی گروه مدیریت، دانشکده مدیریت و نوآوری، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران.

https://doi.org/10.22105/mmaa.v2i3.101

چکیده

هدف: این پژوهش با هدف بررسی تاثیر تجربه آواتار بر تعامل مشتریان، کیفیت ارتباط و تمایل به خرید در میان خریداران پوشاک در اینستاگرام انجام شد. اهمیت موضوع در نقش روزافزون آواتارها در بهبود ارتباط برند و مشتری در فضای مجازی است.

روش‌شناسی پژوهش: پژوهش کاربردی و به روش توصیفی–پیمایشی انجام شد. داده‌ها از 143 کاربر اینستاگرام از طریق پرسشنامه جمع‌آوری و با نرم‌افزارهای SPSS24 و SmartPLS4 تحلیل شدند. پایایی ابزار با آلفای کرونباخ بالاتر از 7/0 تایید شد.

یافته‌ها: نتایج نشان داد تجربه آواتار به‌طور مستقیم و غیرمستقیم از طریق تعهد، اعتماد و رضایت مشتری بر تعامل و قصد خرید تاثیر مثبت و معنادار دارد. تمامی فرضیه‌ها تایید و مدل از برازش مطلوبی برخوردار بود (SRMR=0.061).

اصالت/ارزش افزوده علمی: این پژوهش با ارایه مدلی نوین در حوزه بازاریابی دیجیتال، نقش آواتارها را در تقویت تعامل، اعتماد و وفاداری مشتریان شبکه‌های اجتماعی تبیین می‌کند و می‌تواند راهنمایی برای کسب‌وکارهای فعال در حوزه مد و تبلیغات باشد.

کلمات کلیدی:

تجربه آواتار، تعهد مشتری، اعتماد مشتری، رضایت مشتری، قصد خرید مشتری

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چاپ شده

2025-09-29

شماره

دوره 2 شماره 3 (2025): مدیریت: مدلسازی، تحلیل‌ها و کاربردها

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ارجاع به مقاله

طبائیان ر. ا. ., احمدزاده س. ., & کریمی ا. (2025). تحلیل تاثیر تجربه آواتار بر کیفیت ارتباط مشتری، تعامل مشتریان و تمایل به خرید در بین خریداران پوشاک در اینستاگرام. مدیریت: مدلسازی، تحلیل‌ها و کاربرد, 2(3), 198-210. https://doi.org/10.22105/mmaa.v2i3.101
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