مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

بررسی تأثیر عوامل روانشناختی در تمایل به استفاده از نرم‌افزارهای چهره‌آرایی مبتنی بر هوش مصنوعی در بازاریابی لوازم آرایشی

نویسندگان
بهزاد سنجری نادر 1
حسین بلوچی 2
مهرداد ملکی ورکی 3
1 کارشناس ارشد مدیریت بازاریابی، دانشکده علوم پزشکی، اسدآباد، اسدآباد. ایران
2 استادیار گروه مدیریت، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان. ایران
3 کارشناس ارشد مدیریت بازاریابی، دانشگاه ملایر، دانشکده علوم انسانی، همدان، ایران
10.22034/asm.2025.2049478.3331
چکیده
هدف: در سال‌های اخیر، شاهد ظهور بلاگرهای در رسانه‌های اجتماعی بوده‌ایم که از نرم‌افزارهای چهره‌آرایی هوش مصنوعی برای بهبود ویژگی‌های صورت خود استفاده می‌کنند که همین امر می‌تواند نمونه‌ای از تبلیغات دهان‌به‌دهان الکترونیکی لوازم آرایشی-بهداشتی در میان کاربران رسانه‌های اجتماعی باشد که منجر به خرید نهایی شود. اما علیرغم اهمیت فزاینده هوش مصنوعی به‌مثابه ابزاری در جهت پیشبرد ارتباطات بازاریابی و علاقه زیاد محققان به مقوله پذیرش فناوری‌های جدید، تحقیقات کافی در مورد عوامل فردی تعیین‌کننده تمایل به استفاده از نرم‌افزارهای چهره‌آرایی هوش مصنوعی وجود ندارد و نتایج پراکنده تحقیقات قبلی به‌ضرورت انجام تحقیقات وسیع‌تری اشاره دارد. ازاین‌رو، هدف از این مطالعه تحلیل و بررسی تأثیر استفاده از نرم‌افزارهای چهره‌آرایی هوش مصنوعی در بازاریابی لوازم آرایشی و بهداشتی بر تمایل تبلیغات دهان‌به‌دهان الکترونیکی در بین کاربران رسانه‌های اجتماعی از طریق تقویت خرید واقعی است.
روش: این پژوهش از نظر هدف کاربردی و از نظر نحوه گردآوری اطلاعات توصیفی و همبستگی، مبتنی بر مدل معادلات ساختاری است. برای دستیابی به هدف پژوهش، یک مدل مفهومی براساس ویژگی‌های شخصیتی افراد ارائه شده است. جامعه آماری پژوهش، کلیه کاربران رسانه‌های اجتماعی که از نرم‌افزار چهره‌آرایی هوش مصنوعی استفاده می‌کردند، بود. بر اساس جدول مورگان، برای جامعه نامحدود حداقل حجم نمونه 384 نفر تعیین و با روش نمونه‌گیری در دسترس انتخاب شد. برای جمع‌آوری داده‌ها از پرسشنامه استفاده شد. پرسشنامه بین 400 نفر از جامعة آماری توزیع و در نهایت، 384 پرسش نامه بدون نقص دریافت شد.
کلیدواژه‌ها
اعتیاد به رسانه‌های اجتماعی
تبلیغات دهان‌به‌دهان الکترونیکی
تصویر بدنی منفی
حساسیت به قیمت
خرید واقعی

موضوعات

عنوان مقاله English

Investigating the impact of psychological factors on the willingness to use artificial intelligence-based makeup software in cosmetics marketing

نویسندگان English

Behzad Sanjari Nader 1
Hossain Balochi 2
Mehrdad Maleki Verki 3
1 MSc in Marketing Management. Faculty of Medical Sciences, Asadabad, Asadabad. Iran
2 Assistant Prof, Department of Management, Faculty of Humanities and Social Sciences, Golestan University, Gorgan. Iran
3 MSc in Marketing Management, Faculty of Humanities, Malayer University, Hamadan, Iran
چکیده English

The purpose of this study is to analyze and investigate the effect of psychological factors on the willingness to use artificial intelligence makeup software, electronic word-of-mouth advertising by strengthening real purchases in cosmetics marketing among social media users. This research is based on the structural equation model in terms of its applied purpose and in terms of the method of collecting descriptive and correlational data. To achieve the research goal, a conceptual model based on the psychological characteristics of individuals is presented. The statistical population of the research is all social media users who use artificial intelligence makeup software. Based on the Morgan table, a minimum sample size of 384 people was determined for the aforementioned unlimited population and was selected using the convenience sampling method. The research data was also collected through a questionnaire. The questionnaire was distributed among 400 people from the statistical population and finally, 384 questionnaires were received without defects and their reliability was confirmed with composite reliability, homogenous reliability, and Cronbach's alpha indices. The convergent validity of the questionnaire was also confirmed through variance extraction and divergent validity using the Fornell and Locker criteria. The construct validity was also confirmed by confirmatory factor analysis. The conceptual model of the research was measured using path analysis in the structural part of the structural equation model and SmartPLS software.

کلیدواژه‌ها English

Actual Purchase
Addiction to Social Media
Electronic Word-of-Mouth Advertising
Negative Body Emage
Price Sensitivity
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