اثر همخوانی با خود واقعی و ایده آل بر دل‌بستگی به نام تجاری و تداوم استفاده- موردمطالعه: فیس بوک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 هیات علمی دانشگاه گیلان دانشگاه گیلان

2 پردیس فارابی دانشگاه تهران

3 ;کارشناسی ارشد دانشگاه گیلان

10.29252/jbmp.13.19.177

چکیده

     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 ندارند.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Actual and Ideal Self-Congruence on Brand Attachment and Continuous Usage (Case Study: Facebook)

نویسندگان [English]

  • Mohsen Akbari 1
  • Kamran Zahedfar 2
  • sahar naseri 3
1 University of Guilan
2 PhD Student, Tehran University, Farabi Campus
3 MSc. Student, Guilan University
چکیده [English]

 Abstract     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.
 

کلیدواژه‌ها [English]

  • Perceived Actual Self-Congruence
  • Perceived Ideal Self-Congruence
  • Trust
  • Brand Attachment
  • Social Influence
  • Social Ties

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سابقه مقاله

  • تاریخ دریافت: 08 مهر 1394
  • تاریخ بازنگری: 02 تیر 1400
  • تاریخ پذیرش: 11 دی 1399

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