مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

بررسی علی تاثیر اینفلوئنسر مارکتینگ بر رفتار خرید آنلاین: تحلیل نقش تعدیل‌گر انگیزه‌های بیرونی در یک طراحی شبه آزمایشی

نویسندگان
یاسمن موسوی 1
نگین سنگری 1
نازیلا نیاکان لاهیجی 2
1 گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران
2 مدیریت، مدیریت، مهرالبرز، تهران، ایران
10.22034/asm.2026.2087052.3512
چکیده
هدف: رشد سریع فناوری اطلاعات و گسترش ابزارهای دیجیتال، الگوهای مصرف و رفتار خرید را به‌طور اساسی تغییر داده و خرید آنلاین را به یکی از اصلی‌ترین روش‌های تبادل تبدیل کرده است. در این میان، شبکه‌های اجتماعی به‌عنوان بستری پویا در شکل‌دهی نگرش‌ها و قصد خرید نقش مهمی ایفا می‌کنند و اینفلوئنسر مارکتینگ به یکی از ابزارهای کلیدی بازاریابی دیجیتال تبدیل شده است. اینفلوئنسرها با تولید محتوای اصیل و ایجاد ارتباط نزدیک با مخاطبان، تأثیر قابل‌توجهی بر گرایش‌های خرید دارند و تأییدات معتبر آن‌ها احتمال خرید را افزایش می‌دهد. با این حال، اثربخشی اینفلوئنسر مارکتینگ یکنواخت نیست و تحت تأثیر عوامل زمینه‌ای، به‌ویژه انگیزه‌های بیرونی قرار دارد؛ به‌طوری‌که مشوق‌هایی مانند تخفیف و جوایز می‌توانند رفتار خرید را تقویت کنند. با وجود این، پژوهش‌های موجود کمتر در چارچوب نظریه‌های انگیزشی، به‌ویژه نظریه خود تعیین گری، به بررسی هم‌زمان اینفلوئنسر مارکتینگ و مشوق‌های بیرونی پرداخته‌اند. از این رو، هدف پژوهش حاضر بررسی تأثیر اینفلوئنسر مارکتینگ بر رفتار خرید آنلاین با در نظر گرفتن نقش تعدیل‌گر انگیزه‌های بیرونی در یک طراحی شبه‌آزمایشی است.
روش: این پژوهش از رویکرد کمی و کاربردی و با طراحی شبه‌آزمایشی برای بررسی روابط علی میان متغیرها در شرایط واقعی استفاده کرد. جامعه آماری شامل زنان ۲۲ تا ۴۰ سال فعال در اینستاگرام با تجربه خرید آنلاین و آشنا با اینفلوئنسرهای حوزه مد و پوشاک بود. در مجموع ۲۳۲ پاسخ معتبر از طریق نمونه‌گیری هدفمند جمع‌آوری شد که با الزامات مدل‌یابی معادلات ساختاری و طراحی شبه‌آزمایشی همخوانی داشت.
داده‌ها از طریق پرسشنامه آنلاین در بستر شبکه‌های اجتماعی گردآوری شد. شرکت‌کنندگان در چهار گروه شامل سه گروه آزمایش و یک گروه کنترل قرار گرفتند: گروه اول ویدئوی اینفلوئنسر همراه با تخفیف، گروه دوم ویدئوی اینفلوئنسر بدون تخفیف، گروه سوم محتوای تخفیفی برند و گروه کنترل بدون مداخله. در این پژوهش، برند سرژه و اینفلوئنسر یاسمینا استایل به‌عنوان محرک‌های آزمایشی مورد استفاده قرار گرفتند.
یافته ها: در میان 232 پاسخ‌دهنده از زنان فعال در شبکه اجتماعی اینستاگرام، اکثر شرکت کنندگان مجرد (75درصد) و در رده سنی 22–27 سال (59درصد) قرار داشتند. 44درصد دارای تحصیلات تحصیلات تکمیلی و 44درصد شاغل بودند. 51درصد گزارش کردند که سالانه پنج بار یا بیشتر پوشاک خریداری می‌کنند که نشان‌دهنده مشارکت بالای آن‌ها در خرید آنلاین است و 71درصد اینفلوئنسرهای مد را دنبال می‌کنند.تحلیل نشان داد که گروه آزمایش (اینفلوئنسر + تخفیف) بالاترین سطح قصد خرید و رفتار خرید واقعی را داشت. یافته‌ها نشان می‌دهند که اینفلوئنسر مارکتینگ تأثیر مثبت و معناداری بر رفتار خرید آنلاین دارد و انگیزه‌های بیرونی این رابطه را به‌طور قابل توجهی تقویت می‌کنند. با این حال، اثر مستقیم انگیزه‌های بیرونی به‌تنهایی بر رفتار خرید آنلاین معنادار نبود، که نشان می‌دهد چنین مشوق‌هایی نمی‌توانند به‌طور مستقل رفتار خرید را تحریک کنند.
نتیجه گیری: این مطالعه شبه‌آزمایشی شواهد تجربی ارائه می‌دهد که اینفلوئنسر مارکتینگ نقش مهمی در تحریک رفتار خرید آنلاین دارد و انگیزه‌های بیرونی به‌عنوان تقویت‌کننده این اثر عمل می‌کنند. نتایج نشان داد اعتبار و محتوای اینفلوئنسر در شکل‌گیری نگرش مصرف‌کننده نقش پایه‌ای دارد، اما مشوق‌های بیرونی برای تبدیل قصد خرید به رفتار واقعی ضروری هستند. از نظر نظری، پژوهش با به‌کارگیری تئوری رفتار برنامه ریزی شده در قالب طراحی شبه‌آزمایشی، روابط علی میان تأثیر اجتماعی و مشوق‌های مالی را در فضای دیجیتال تبیین می‌کند. از منظر کاربردی نیز توصیه می‌شود برندها علاوه بر انتخاب استراتژیک اینفلوئنسرها، از مشوق‌های بیرونی مانند تخفیف‌ها در کمپین‌های بازاریابی استفاده کنند. نتایج نشان می‌دهد ترکیب اینفلوئنسر مارکتینگ و مشوق‌های مالی می‌تواند به افزایش نرخ تبدیل و اثربخشی کمپین‌های دیجیتال منجر شود.
کلیدواژه‌ها
انگیزه‌های بیرونی
اینفلوئنسر مارکتینگ
رفتار خرید آنلاین
قصد خرید آنلاین
موضوعات

عنوان مقاله English

A causal investigation of the effect of influencer marketing on online shopping behavior: Analyzing the moderating role of extrinsic motivations in a quasi-experimental design

نویسندگان English

yasaman mousavi 1
negin sangari 1
nazila niakan lahigi 2
1 Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
2 Management, Management, MehrAlborz University, Tehran, Iran
چکیده English

Purpose: The rapid growth of information technology and the expansion of digital tools have fundamentally transformed consumption patterns and purchasing behavior, making online shopping one of the primary modes of exchange. Consumers can easily access product information, compare prices, and review feedback from others, enabling more informed decision-making. In this context, social media serves as a dynamic platform for shaping consumer attitudes and purchase intentions, and influencer marketing has emerged as a key digital marketing tool. Influencers, through authentic content creation and close engagement with audiences, significantly affect purchasing tendencies, and their credible endorsements increase purchase likelihood. However, the effectiveness of influencer marketing is not consistent and is strongly influenced by contextual factors, particularly extrinsic motivations such as discounts and rewards. Despite this, existing studies have rarely examined influencer marketing and extrinsic incentives simultaneously within motivational frameworks, particularly Self-Determination Theory. Accordingly, the present study aims to investigate the effect of influencer marketing on online purchase behavior, considering the moderating role of extrinsic motivation within a quasi-experimental design.
Method: This study employed a quantitative and applied approach using a quasi-experimental design to examine causal relationships under real-world conditions. The statistical population included women aged 22–40 active on Instagram with online shopping experience and familiarity with fashion influencers. A total of 232 valid responses were collected through purposive sampling, meeting the requirements of structural equation modeling and quasi-experimental design. Data were gathered via an online questionnaire distributed through social media platforms. Participants were assigned to four groups, including three experimental groups and one control group: (1) influencer video with discount, (2) influencer video without discount, (3) brand promotional content with discount, and (4) control group with no intervention. The fashion brand “Serge” and influencer “Yasmina Style” were used as experimental stimuli.
Findings: Among the 232 female respondents, most were single (75%) and aged 22–27 (59%). Additionally, 44% held postgraduate degrees and 44% were employed. About 51% reported purchasing clothing five or more times per year, indicating high engagement in online shopping, while 71% followed fashion influencers. The analysis revealed that the “influencer + discount” group showed the highest levels of purchase intention and actual purchasing behavior. The findings indicate that influencer marketing has a significant positive effect on online purchasing behavior, and extrinsic motivation significantly strengthens this relationship. However, the direct effect of extrinsic motivation alone on online purchasing behavior was not significant, suggesting that such incentives cannot independently trigger purchase behavior.
Conclusion: This quasi-experimental study provides empirical evidence that influencer marketing plays a crucial role in stimulating online purchasing behavior, while extrinsic motivation acts as a reinforcing factor. The results indicate that influencer credibility and content form the foundation of consumer attitudes, but external incentives are necessary for translating purchase intention into actual behavior. From a theoretical perspective, the study applies the Theory of Planned Behavior within a quasi-experimental framework to explain causal relationships between social influence and financial incentives in digital environments. From a practical perspective, marketers are advised to strategically select influencers and integrate extrinsic incentives such as discounts into campaigns. The findings demonstrate that combining influencer marketing with financial incentives can significantly enhance conversion rates and digital marketing effectiveness.

کلیدواژه‌ها English

Extrinsic Motivations
Influencer Marketing
Shopping Behavior
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