تاثیر ارزش‌های لذت‌گرایانه، خودشکوفایی و اجتماعی، بر سردرگمی مصرف‌کننده در تبلیغات رسانه‌های اجتماعی میان شهروندان یزدی

هدف: ارزش‌ها جزئی از عوامل اساسی درک رفتارهای انسانی هستند. برای موفقیت در بازارها، ارزش‌های مصرفی مشتریان و تاثیر آن‌ها بر رفتار مصرف‌کنندگان بسیار حیاتی است. هدف اصلی مقاله، بررسی تاثیر ارزش‌های لذت‌گرایانه، خودشکوفایی و اجتماعی بر سردرگمی ابهام، سربار و شباهت در تبلیغات رسانه‌های اجتماعی است.روش: این پژوهش از حیث ماهیت، توصیفی و از نظر هدف، کاربردی است. برای جمع‌آوری اطلاعات پژوهش، از پرسش‌نامه استفاده شده است. جامعه آماری پژوهش، تمام مصرف‌کنندگان در بین شهروندان یزد بوده است. اندازه نمونه، به‌کمک فرمول کوکران، 174 نفر به‌دست آمد. داده‌های جمع‌آوری‌شده با استفاده از روش مدل‌سازی معادلات ساختاری و نرم‌افزارهای پی‌ال‌اس و اس‌پی‌اس‌اس تجزیه و تحلیل شد.یافته‌ها: یافته‌ها نشان داد که ارزش‌های لذت‌گرایانه و اجتماعی بر سردرگمی ابهام، سربار و شباهت در تبلیغات رسانه‌های اجتماعی تاثیر معناداری ندارد. ارزش خودشکوفایی بر سردرگمی ابهام، سربار و شباهت در تبلیغات تاثیر منفی و معنادار می‌گذارد.نتیجه‌گیری: نتایج به‌دست‌آمده نشان داده است که هرچه ارزش‌های خودشکوفایی افزایش یابد، سردرگمی از تبلیغات در رسانه‌های اجتماعی کاهش می‌یابد. این مقاله یکی از معدود مقاله‌هایی است که از دیدگاه مصرف‌کننده به موضوع سردرگمی در تبلیغات رسانه‌های اجتماعی پرداخته و تاثیر ارزش‌های لذت‌گرایانه، خودشکوفایی و اجتماعی را بر سردرگمی در تبلیغات رسانه‌های اجتماعی بررسی کرده است. این یافته‌ها هم از نظر تئوری و هم عملی، کاربردهای متعددی برای سیاست‌گذاران و جامعه خواهد داشت.

the effect of hedonistic, eudemonic, and social values on consumer confusion in social media advertisements among yazdi citizens

objectivevalues are essential factors in understanding human behavior. today, to succeed in the markets, consumer values of consumers and their impact on consumer behavior are deemed vital issues. the main purpose of this article is to investigate the effect of hedonistic, eudemonic, and social values on ambiguity, overload, and similarity confusion in advertising.in order to experience hedonic values, it is necessary to satisfy the hedonic need in order for the person to understand the hedonic values personally. feeling pleasure and avoiding pain is an inherent psychological need that is called hedonic need (ryan desi, 2001).in order to experience the values of self-actualization, it is necessary to satisfy the need for self-actualization so that one can personally understand the values of eudemonic. dimon showed that individual abilities and eudemonic refer to the conditions of understanding certain capabilities and abilities (ryan deci, 2001).to experience social values, it is necessary to satisfy social needs so that a person can understand social values personally. as social creatures, humans have an instinctive psychological need to feel a sense of belonging to other people and in a social group (baumeister leary, 1995).according to the theory of turnbull et al. (2000), confusion refers to the consumer’s failure to correctly interpret the various features of a product/goods during the information processing stage. three types of consumer confusion were identified in this research, which are ambiguity confusion, overload confusion, and similarity confusion (walsh hennig-thurau, 2002). similarity confusion is defined as a lack of understanding and potential change in consumer choice or incorrect evaluation of the brand that results in the perceived physical similarity of products or services (mitchell et al., 2004). similarity confusion can be attributed to significant similarities in brands, quality, attitudes, or functions of some duplicate products (walsh hennig-thurau, 2002). in addition, similar information and messages from different social media advertisements can lead to similarity confusion (kent allen, 1994). overload confusion may occur when people’s minds are filled with large amounts of information and people can limit a person’s ability to accurately process information. a significant increase in decision-making information and options (alternative offers) can lead to great confusion. ambiguity confusion occurs when people are forced to re-evaluate and revise their current beliefs or assumptions about the shopping environment or product. unintelligible, conflicting, and complex information about products is the main cause of this type of confusion (mitchell et al., 2004).research methodologythis research is descriptive in nature, practical in terms of purpose, and survey in terms of execution method. the statistical population of the research includes all consumers among the citizens of yazdi who have been exposed to social media advertisements. the sampling method used in this research includes available random sampling, with the assumption that the statistical population is unlimited. with the help of cochran’s formula, a sample size of 174 people was obtained, in this way, the first sample of 30 people was taken from the community, and based on that, the standard deviation of the sample was calculated (σ=0.673). in this research, a questionnaire was used to collect information. the collected data were analyzed with the help of the structural equation modeling (sem) method and using pls and spss software. with the kolmogorov-smirnov test, we checked the normality of the data, and the result of the test showed that the data were non-normal, that’s why we used the pls method. examining model fit includes three parts: fitting measurement models, fitting structural models, and fitting the overall model.