عوامل موثر بر تمایل خوانندگان به محصولات فرهنگی ارائه شده در وبلاگ‌ها

نوع مقاله : مقاله پژوهشی

نویسنده

گروه اقتصاد ، واحد نراق، دانشگاه آزاد اسلامی، نراق، ایران

چکیده

بسیاری از مطالعات بر تاثیر تکنولوژی وب و رسانه‌های اجتماعی بر موسسات فرهنگی تاکید کرده‌اند، تا کنون شواهد تجربی دال برآن مشاهده نشده است . هیچ مطالعه ای نقش وبلاگ نویسان فرهنگی را که واسطه جریان اطلاعات از سازمان های فرهنگی به مصرف کنندگان هستند ، در نظر نگرفته است بنابراین تحقیق حاضر با هدف بررسی تاثیر وبلاگ های فرهنگی بر انتخاب محصولات فرهنگی خوانندگان جهت رفع شکاف مذکور الگویی آزمون می کند که اهداف خوانندگان وبلاگ برای مصرف محصولات فرهنگی پیشنهادی توسط وبلاگ را توضیح می دهد. یافته های حاصل از نمونه 284 تایی از خوانندگان وبلاگ فرهنگی در سال 1400 نشان داد : الف ) احساس لذت ، کیفیت محتوا ، و همرنگی تأثیر مثبتی در تعامل خواننده با وبلاگ دارد. ب ) لذت بردن تأثیر معنی داری در قصد پذیرش پیشنهادهای ارائه شده توسط وبلاگ دارد. ج ) کیفیت محتوای وبلاگ و همرنگی تأثیر مستقیمی بر قصد مصرف محصولات پیشنهادی توسط وبلاگ دارند.. د ) تعامل با وبلاگ تأثیر مثبتی در مصرف محصولات پیشنهادی دارد . شواهد حاکی است که بیشتر سازمان ها از پتانسیل کامل سیستم عامل های جدید غافل و تصمیم گرفته اند که فقط در رسانه های اجتماعی حضور مستقیمی برقرار کنند. متأسفانه فکر نمی کنند که در مو.سسات خود ، ارتباطات تا حد زیادی با نفوذ دیجیتالی به وجود می آید. لذا سازمان های فرهنگی باید وبلاگ نویسان مربوطه را شناسایی و روابط طولانی مدت با آنها برقرار و سعی در ترغیب آنها به اظهار نظر در مورد سازمان و محصولات فرهنگی کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Factors Affecting Readers' Desire for Cultural Products Choices in Blogs

نویسنده [English]

  • Mostafa Heidari Haratemeh
Department of Economics, Naragh Branch, Islamic Azad University, Naragh, Iran
چکیده [English]

Many studies have emphasized the impact of web technology and social media on cultural institutions, but so far no empirical evidence has been found. In particular, no study has considered the role of cultural bloggers who mediate the flow of information from cultural organizations to consumers. Therefore, the present study aims to investigate the effect of cultural blogs on the selection of readers' cultural products to eliminate the mentioned gap and proposes a model that explains the goals of blog readers to consume the cultural products offered by the blog. Findings from the sample of 284 readers of the cultural blog in 1398 show: a ) Perceived enjoyment, Content quality, and Homophily have a positive effect on the reader's interaction with the blog. b) Enjoyment has a significant effect on the acceptance of blog offers. c) The Content quality of the blog and the similarity have a direct effect on the intention to consume the proposed products by the blog. D) Engagement with the blog has a positive effect on the consumption of the proposed products. vidence suggests that most organizations are unaware of the full potential of new opeating systems and have decided to have a direct presence only on social media. Unfortunately, they don't think that in their hairdressers, communication is largely digital. Therefore, cultural organizations should identify the relevant bloggers and establish long-term relationships with them and try to persuade them to comment on the organization and cultural products.

کلیدواژه‌ها [English]

  • Perceived enjoyment"
  • " Content quality "
  • " Homophily "
  • " Engagement "
  • " intention"
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