اثر همخوانی با خود واقعی و ایده آل بر دل‌بستگی به نام تجاری و تداوم استفاده- موردمطالعه: فیس بوک
محسن اکبری, کامران زاهدفر, سحر ناصری


     شبکه‌های اجتماعی مجازی ازجمله پدیده‌های جدیدی هستند که براثر ادغام فناوری‌های مختلف ارتباطی در سال‌های اخیر شکل‌ گرفته‌اند و فیس‌بوک، شبکه اجتماعی‌ای است که بر اساس آمار منتشرشده، بیشترین حجم ترافیک را در بازدیدهای روزانه به خود اختصاص داده و تداوم استفاده از آن، گاه منجر به استفاده افراطی کاربران از فیس‌بوک شده است؛ بنابراین، این مقاله با هدف شناسایی تأثیر عوامل مختلف بر تداوم استفاده کاربران از فیس‌بوک انجام شد. تعداد ٤٠۶ پرسشنامه در میان کاربران ایرانی فیس‌بوک به‌صورت تصادفی ساده و آنلاین انتشار یافت و به‌ منظور تجزیه‌وتحلیل داده‌ها از نرم‌افزار لیزرل استفاده گشت. تجزیه‌وتحلیل داده‌ها حاکی از آن است که همخوانی با خود ایده‌آل، اعتماد و هویت نام تجاری بر دل‌بستگی به نام تجاری تأثیر داشته و دل‌بستگی به نام تجاری، اعتماد و اتصال اجتماعی بر قصد استفاده کاربران از فیس‌بوک مؤثر است و قصد استفاده، اتصال و نفوذ اجتماعی منجر به تداوم استفاده کاربران می‌گردد و همخوانی با خود واقعی بر دل‌بستگی به فیس‌بوک اثرگذار نبوده و قصد استفاده تحت تأثیر هویت فیس‌بوک و نفوذ اجتماعی قرار ندارد.




     Virtual social networks are new phenomena which are formed from the integration of different communication technologies. Facebook has the highest number of visitors in recent years. This paper aims to investigate the effect of different factors on the continuous usage of Facebook. 406 questionnaires are gathered from Iranian users and Lisrel is used to analyze this data. The results show that congruence with ideal self, trust and brand identity have positive impacts on brand attachment. Brand attachment, trust and social connection have positive impacts on intention to use and intention to use, connection and social influence lead to continuous usage. Congruence with ideal self has no impact on brand attachment and intention to use is not affected by Facebook identity and social influence.


Keywords: Perceived Actual Self-Congruence; Perceived Ideal Self-Congruence; Trust; Brand Attachment; Social Influence; Social Ties.

واژگان کلیدی
: خود واقعی ادراک‌شده؛ خود ایده‌آل ادراک‌شده؛ اعتماد، دل‌بستگی به نام تجاری؛ نفوذ اجتماعی؛ اتصال اجتماعی.

منابع و مآخذ مقاله

سی موون، جان؛ اس مینور، میشل (١٣٩٢). رفتار مصرف‌کننده: عوامل درونی و بیرونی، ترجمه: عباس صالح اردستانی، محمدرضا سعدی، چاپ پنجم. تهران: اتحاد؛ جهان نو.

Aaker, J. L. (1999). Dimensions of Brand Personality. Journal of Marketing Research, 34, 347-357.

Agarwal, R. (2000). Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4) 665-694.

Bowlby, J. )1980). Loss: sadness and depression, vol. 3 of Attachment and loss, London:Hogarth Press, New York: Basic Books; Harmondsworth: Penguin (1981).

Braun, M. T. (2013). Obstacles to social networking website use among older adults. Computers in Human Behavior, 29, 673- 680.

Buckman, R (2005). Too much information? Colleges fear student postings on popular Facebook site could pose security risks. The Wall Street Journal, P. B1.

Chang Liua, J. T.S. (2005). Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management 42, 289-304.

Chang, CH. W. Heo, J. (2014). Visiting theories that predict college students’ self-disclosure on Facebook. Computers in Human Behavior 30, 79–86

Dehdashtia, Z. Jafarzadeh Kenaria, M. Bakhshizadeh, A.(2012). The impact of social identity of brand on brand loyalty development, Management Science Letters, 2, 1425–1434.

Da Silveira, C. L. (2011). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research.

Davis, F. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly 13(3), 319-340.

Doney, P. a. (1997). An Examination of the Nature of Trust in Buyer–Seller Relationships. Journal of Marketing 61, 35-51.

Doney, P. C. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2 ), 35-51.

Golder, S. A. (2007). Rhythms of social interaction:Messaging within a massive online network. Communities and Technologies , 41-66.

Joachimsthaler, E. &. (1999). Building brands without mass media. Harvard Business Review on Brand Managemen, 1-22.

Keller, K. L. (2003). Understanding Brands, Branding and Brand Equity. Interactive Marketing, 5(1), 7-20.

Khaldoon Khal Nusair, A. B, (2013). Generation Y travelers’ commitment to online social network websites. Tourism Management 35, 13-22.

Lazzari, R. M. (1978). A New Scale for the Adjective Check List Based on Self Versus Ideal-Self Discrepancies. Journal of Clinical Psychology 34 (2), 361-365.

Lee, S. J. (2009). Online Communication and Adolescent Social Ties: Who benefits more from Internet use? Journal of Computer-Mediated Communication 14(3), 509-531.

Lucia Malär, H. K. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75, 35-52.

Malär, L. Krohmer, H. Hoyer,W. Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75, 35- 52.

Mario Mikulincer, P. R. (2007). Boosting Attachment Security to Promote Mental Health, Prosocial. Psychological Inquiry, 18(3).139- 156.

Mayer, R. C. (1995). An integrative model of organizational trust. The Academy of Management Review, 203, 709-734.

Mikulincer M, H. G. (2001). The affective component of the secure base schema: Affective priming with representations of attachment security. Journal of Personality and Social Psychology, 81(2), 305-321.

Muhammad Z.I. Lallmahomed, N. Z. (2013). Predicting different conceptualizations of system use: Acceptance in hedonic volitional context (Facebook.) Computers in Human Behavior, 29, 2776-2787.

Nicole B. Ellison, C. S. (2007). The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12(4), 1143-1168.

Park CW, M. D. (2006). Beyond attitudes: Attachment and consumer behavior. Seoul Journal of Business, 12(2).

Ping Zhang, N. L. (2006). Affective Quality and Cognitive Absorption: Extending Technology Acceptance Research. Proceedings of the Hawaii International Conference on System Sciences.

Prabu David, S. K, (2005). Corporate Social Responsibility Practices, Corporate Identity, and Purchase Intention: A Dual-Process Model. Journal of Public Relations Research, 17(3), 291- 313.

Raj, M. Belk, R. W. (1991). Artifacts, identity, and transition: Favorite possessions of Indians and Indian immigrants to the United States. Journal of Consumer Research, 17(4), 398- 411.

Shankar, S. Y, (2013). Asymmetries in the Effects of Drivers of Brand Loyalty Between Early and Late Adopters and Across Technology Generations. Journal of Interactive Marketing, 28(1), 26- 42.

Tse-Ping Dong, N.C. (2013). A study of the social networking website service in digital content industries: The Facebook case in Taiwan. Computers in Human Behavior, 1-7.

Ward, S. L. (1999). What high-tech managers need to know about brands. Harvard Business Review, 85-95.

Woisetschläger, D. M. P Lentz, P. Evanschitzky, H. (2011). How habits, social ties, and economic switching barriers affect customer loyalty in contractual service settings. Journal of Business Research, 64, 800 –808.

Zhou, T. L. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760- 767.

  • در حال حاضر ارجاعی نیست.