تأثیر قصد خرید و پیشایندهای آن بر اخبار جعلی با تعدیل گری اعتماد برند: رویکرد زنجیره یادگیری اجتماعی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
مصرف کنندگان محصولات مراقبت شخصی برای استفاده از محصولات طبیعی راغب تر شده اند؛ اما پدیده اخبار جعلی منجر به محتاط شدن آنان در خرید این محصولات شده است. در پژوهش حاضر از رویکرد زنجیره یادگیری اجتماعی برای بررسی اثر های خطرها و مزایای درک شده بر قصد خرید محصولات مراقبت شخصی طبیعی با تحریک گشودگی در برابر تغییر استفاده شده و از طرف دیگر، به بررسی رفتار مصرف کنندگانی که قصد خرید دارند در برابر باور و عمل به اخبار جعلی به عنوان پیامد رفتاری پرداخته شده است. پژوهش حاضر از نظر هدف کاربردی و از حیث جمع آوری داده ها توصیفی-پیمایشی است. جامعه آماری پژوهش کلیه مشتریان محصولات مراقبت شخصیِ طبیعی در شهر اصفهان است. در این پژوهش برای جمع آوری داده ها از روش نمونه گیری دردسترس استفاده شده است. همچنین، برای اندازه گیری گشودگی در برابر تغییر از پرسشنامه Cloudy et al. (2015) و Wang et al. (2008)، اندازه گیری مزایا و خطر های درک شده از پرسشنامه Westaby (2005)، اندازه گیری قصد خرید از پرسشنامه Shaharudin et al. (2010) و اعتماد برند از پرسشنامه Chaudhuri & Holbrook (2002) استفاده شده است. در این پژوهش از یک نظرسنجی آنلاین با 384 پاسخ دهنده و برای آزمون فرضیه ها نیز از مدل سازی معادله های ساختاری و از نرم افزارSMART-PLS4 استفاده شده است. همچنین، پایایی پرسشنامه ها با آلفای کرونباخ و شاخص CR بررسی و روایی آن با روش های واگرا و همگرا بررسی شده است. یافته ها نشان داد که گشودگی دربرابر با تغییر با مزایا و خطر های درک شده مرتبط است. علاوه بر این، ارتباط مزایا و خطر های درک شده (به سهم خود با تمایل به باور و عمل به اخبار جعلی مرتبط است) با قصد خرید و اثر تعدیل کننده اعتماد برند بر رابطه قصد خرید- باور و عمل به اخبار جعلی تأیید شد.The Effect of Purchase Intention its Antecedents on Fake News by Moderating Brand Trust: A SOBC Approach
Consumers are more willing to use natural personal care products, but fake news has made them wary of purchasing these products. This research used the SOBC approach to investigate the effects of perceived risks and perceived benefits on consumer purchase intention, which is stimulated by openness to change. It also aims to examine the behavior of consumers who intend to purchase by believing and acting on fake news. The research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of the research is all the customers of personal care products in the city of Isfahan who were selected using the convenience sampling method. To measure the openness to change, Claudy et al. (2015) and Wang et al.’s (2008) questionnaire was used. To measure the perceived benefits and risks, purchase intention, and brand trust, Westaby’s (2005) questionnaire, Shaharudin et al.’s (2010) questionnaire, and Chaudhuri and Holbrook’s (2001) questionnaire were used. An online survey was used with 384 respondents. The reliability of the questionnaires was checked through Cronbach's alpha and CR index. Divergent and convergent methods were used to check their validity. Structural equation modeling and SMART-PLS4 software were used to test the hypotheses. Findings showed that openness to change is related to perceived benefits and risks. Furthermore, the association of perceived benefits and risks with purchase intention, which in turn is related to the tendency to believe and act on fake news, was confirmed. Also, the moderating effect of brand trust on the relationship between purchase intention and acting on fake news was confirmed. IntroductionFake news is defined as news articles that intentionally contain false information and can mislead readers (Allcott & Gentzkow, 2017). Fake news has attracted the attention of researchers mostly in the fields of journalism, psychology, and political science, and has been studied less in the literature on marketing and consumer behavior (Domenico & Visentin, 2020).Some researchers have confirmed that purchase intention is strongly related to the consumer's attitude towards the brand of the product (Martín-Consuegra et al., 2018). The purchase intention information can be very decisive in the marketing decisions related to the goods, market segmentation, and advertising programs (Tsiotsou, 2006). Also, the purchase intention can be influenced by the person's perception of unpredictable situations. These situations, which lead to the change in consumers' purchase intention, in addition to referring to unforeseen conditions, are also related to the person's perception and attitude towards those conditions (Dam, 2020).Natural care products are often called organic cosmetics and hygiene products. The reason for the increase in popularity of organic products among consumers is that the negative effects of synthetic chemical substances on the health of the environment have been revealed to them. As a result, consumers are eager to choose and use natural personal care products as a safer alternative to conventional personal care products. The publication of fake news for natural products businesses can also be very harmful. The consumers of these products are exposed to fake news, for example, the use of micro-shampoos increases with natural products, or the use of natural creams leads to darkening of the skin, and cases like this. These are abundantly visible and consumers can be expected to believe these untrue published claims and think about breaking the relationship with the product (Kumar et al., 2021).Therefore, in this research, the aim is to identify the potential drivers of consumer motivation in relation to natural and personal care products and the potential role of fake news in consumer decision-making. In this regard, we consider variables such as openness to change, perceived benefits, and perceived risks that contribute to a better understanding of the factors related to consumers' purchase intentions relative to product prices. Considering the nature of fake news and the tendency of consumers to believe this news, Brand trust is likely to play a role as a moderating variable on consumers' purchase intention. MethodologyThis research is practical in terms of purpose. In terms of the nature of the method, it is descriptive-correlational. In addition, in terms of the method of data collection, it is of survey type. The statistical population of this research is all the customers of personal care products, including skin, hair, oral, and dental care products, as well as hair color cosmetics, deodorants, and feminine hygiene products in Isfahan. Using a simple random sampling method, 384 people were selected as the statistical sample. After collecting the data, structural equation modeling and PLS Smart version 4 software were used to test the hypotheses. The validity and reliability were investigated using factor analysis in this software. The questionnaire of this study was also taken from the standard questions of previous studies. FindingsThe research hypotheses were confirmed as follows:Based on the result of the analysis of the first hypothesis, the tendency to believe and act on fake news is higher than 2.57, and as a result, it is significant at the level of 0.01 and this hypothesis is confirmed. According to the value of the path coefficient, which is a positive number, this effect is direct and positive.The statistical results regarding the second hypothesis showed that purchase intention is greater than 2.57 and is significant at the 0.01 level, so this hypothesis is also accepted. According to the value of the path coefficient, this effect is direct and positive. In the third hypothesis (perceived risk and its relationship with purchase intention), the t-statistic is greater than 1.96, so this hypothesis is confirmed at the confidence level of 0.05. According to the value of the path coefficient, this effect is negative. In the fourth hypothesis (the path of openness to change), the t-statistic value is higher than 2.57, and as a result, it is significant at the 0.01 level, and this hypothesis is confirmed. According to the value of the path coefficient, this effect is direct and positive. In the fifth hypothesis (the path of openness to change), the t-statistic value is higher than 1.64, and as a result, it is significant at the level of 0.1. Thus, this hypothesis is confirmed. According to the value of the coefficient of the path, this effect is direct and positive. Finally, the examination of the moderating role of trust in the brand on the intention to buy and the tendency to believe and act on fake news showed that its moderating effect is positive (1.64). ConclusionsIn this research, SOBC was used as a theoretical framework to theorize how to relate the stimulus to the internal processes of consumers, and to understand the behavior towards buying personal care products that leads to believing in the authenticity of fake news and acting on it. In addition, this study extended the scope of SOBC to include moderating effects. As a result, this study is a building block for providing a model to respond to the increasing complexity of consumers' behavioral tendencies.According to the research findings, it is suggested that manufacturers of natural personal care products provide awareness ads and labels on the product and brochures to inform the benefits of the product to make consumers more aware. In addition, due to the destructive effect of fake news, the need for a strong media and public relations department to fight and reject claims and attacks on the brand is necessary.
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