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مقایسه، بررسی و سنجش میزان اثربخشی تبلیغات واقعیت افزوده مبتنی بر موبایل و محصول | ||
مدیریت بازرگانی | ||
دوره 16، شماره 3، 1403، صفحه 796-831 اصل مقاله (790.2 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2023.360498.4600 | ||
نویسندگان | ||
مهزیار اکبری1؛ تحفه قبادی لموکی* 2؛ پیمان غفاری آشتیانی3؛ حسین حاجی بابائی4 | ||
1دانشجوی دکتری، گروه مدیریت واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران. | ||
2استادیار، گروه مدیریت، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران. | ||
3دانشیار، گروه مدیریت بازرگانی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران. | ||
4استادیار، گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران. | ||
چکیده | ||
هدف: فرایند دیجیتالی شدن تمام ابعاد زندگی روزمره افراد را تحت تأثیر خود قرار داده است. این عامل مهم با تغییر در ترجیحات ذهنی مصرفکنندگان، سبب شده است تا آنها کمتر از قبل به آگهیهای تبلیغاتی و تجاری توجه کنند. در این وضعیت، عمدۀ تلاشهای تجاری شکل گرفته بهوسیلۀ کسبوکار، بهصورت خودآگاه یا ناخودآگاه توسط مخاطبان نادیده گرفته میشوند. نتیجه این عامل، کاهش اثربخشی تبلیغات مرسومی است که با هزینههای بسیار سنگین صورت میپذیرند. توسعه فناوریهای مختلف، بهواسطۀ فرایندهای دیجیتالی شدن، سبب شکلگیری تکنولوژیهای امیدبخش متفاوتی شده است. یکی از این فناوریهای بسیار جذاب، واقعیت افزوده نام دارد که میتواند بهعنوان رویکرد بازاریابی یا تبلیغاتی مورد استفاده کسبوکارهای مختلف و بازاریابان قرار گیرد. واقعیت افزوده با اضافهکردن لایههای دیجیتال ساخته شده توسط کامپیوتر به محیط فیزیکی اطراف کاربر، درک آنها را از محیط اطراف بهبود میبخشد و توسعه میدهد. بر همین اساس، پژوهش حاضر بهدنبال پاسخ به این سؤال است که آیا تلاشهای تبلیغاتی مبتنی بر فناوری واقعیت افزوده، در مقایسه با تبلیغات مرسوم و سنتی اثربخشی مناسبی دارند یا خیر. همچنین آیا استفاده از فناوری واقعیت افزوده بهمنظور ارائه تلاشهای تجاری و تبلیغاتی، نگرشهای مخاطبان این نوع تبلیغات را به تلاش تبلیغاتی توسعه میدهد و میتواند میزان قصد خرید را در آنها پس از مشاهده تبلیغات واقعیت افزوده افزایش دهد؟ روش: به این منظور، در پژوهش حاضر پس از طراحی و ساخت یک پلتفرم تبلیغاتی واقعیت افزوده اختصاصی و بدیل برای یک محصول مصرفی، از رویکرد آزمایشی شبیهسازی، بهواسطۀ بهرهگیری از دو گروه آزمایش و کنترل استفاده شد و سنجش دادههای مورد نیاز در سه سطح پیشآزمون و پسآزمون و آزمون یادآوری صورت گرفت. مشارکتکنندگان حاضر در پژوهش ۲۲ نفر بودند و با استفاده از ابزار پرسشنامه مورد سنجش قرار گرفتند. یافتهها: نتایج این پژوهش نشان داد که تبلیغات مبتنی بر فناوری واقعیت افزوده، علاوهبر توسعه و بهبود نگرش مشتریان در خصوص تلاش تبلیغاتی اجرا شده، سبب تأثیر مثبت و بسیار زیادی بر قصد خرید در آنان نیز خواهد شد. بر همین اساس، میتوان بیان کرد که اثربخشی تبلیغات مبتنی بر فناوری واقعیت افزوده، بسیار بیشتر از رویکردهای مرسوم تبلیغاتی هستند. نتیجهگیری: بهدلیل نوین بودن این رویکرد تبلیغاتی، به بازاریابان پیشنهاد میشود تا از امروز با سرمایهگذاری در این روش تبلیغاتی، علاوهبر کسب مزیت رقابتی، ارائۀ ارزش بیشتر به مصرفکنندگان و ایجاد تمایز برای شرکت و محصولات خود، اثربخشی تلاشهای تبلیغاتی خود را نیز افزایش دهند. این عامل در نهایت، میزان فروش محصولات را افزایش خواهد داد و سودآوری کسبوکار را بهبود خواهد بخشید. | ||
کلیدواژهها | ||
تبلیغات؛ واقعیت افزوده؛ تبلیغات واقعیت افزوده؛ واقعیت افزوده موبایلی؛ برچسب هوشمند | ||
مراجع | ||
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