The impact of influencers' characteristics on the intention to use services, considering the mediating role of customers' perceived value

Hoseinpor Jonidabad, Mohadese; Rahmati Bosadi, Hosein

doi:10.22034/necsbm.2024.473158.1074

The impact of influencers' characteristics on the intention to use services, considering the mediating role of customers' perceived value

Document Type : Original Article

Authors

Mohadese Hoseinpor Jonidabad ¹

Hosein Rahmati Bosadi ²

¹ M.A. in Management, Department of Economics, Ferdowsi University of Mashhad, Mashhad, Iran.

² M.A. in management, Department of Management, Attar Higher Education Institute, Mashhad, Iran

10.22034/necsbm.2024.473158.1074

Abstract

Persuading customers to buy or use a service requires providing a valuable proposition from the customer's point of view. Therefore, marketing programs try to increase the value of the desired service or product by using scientific solutions. This research was conducted with the aim of investigating the influence of influencers' characteristics on the intention to use services according to the mediating role of customers' perceived value. This research is applied in terms of purpose and descriptive-correlative in nature. The statistical population in this research is all the followers of Mithaq School page, whose number was 3748 at the end of 1402. In this research, the sample size was determined according to Cochran's formula of 350 people who were selected by non-probability method. In this research, the data collection tool was a standard questionnaire. The validity of the content has been confirmed by the opinion of the professors and the validity of the construct using the method of factor analysis. The reliability of the questionnaire was checked and confirmed by Cronbach's alpha method and composite reliability coefficient. Structural equation modeling by SmartPLS3 software was used to check the hypotheses. Based on the obtained results, the characteristics of influencers have an effect on perceived value and intention to use services. Also, perceived value affects the intention to use services. In this research, the mediating role of perceived value has been confirmed.

Keywords

Characteristics of influencers

intention to use services

perceived value

Marketing

Subjects

Management

آزاد، ناصر و رئیسی، زهرا (1400). تأثیر نفوذ ادراک شده از تأثیرگذاران دیجیتال بر قصد خرید با میانجی گری تعامل و ارزش مورد انتظار از برند (مورد مطالعه: کاربران اینستاگرام). پژوهش های معاصر در علوم مدیریت و حسابداری، 3(2)، 55-72. https://jocrimas.ir/fa/showart-49642ad982428787f2144a2dd79cbeb4

برمر، نیما (1400). بررسی ویژگی های تاثیرگذاران شبکه اینستاگرام و قصد خرید با میانجی گری تصویر برند. کنفرانس بین المللی مدیریت و صنعت. https://sid.ir/paper/900979/fa

فردی، ابوالفضل (1401). تبیین قصد خرید آنلاین با نقش میانجی تاثیرگذاران با تاکید بر ادراک آنان از تصویر برند. سومین کنفرانس ملی پژوهش های سازمان و مدیریت، تهران. https://civilica.com/doc/1463182

کرمخانی، جواد، ویسمرادی، اکبر و علی مدد، زهرا (1395). بررسی میزان کارایی جرایم مالیاتی در جلوگیری از فرار مالیاتی در نظام مالیات بر ارزش افزوده در بین مؤدیان مالیاتی استان ایلام. حسابداری دولتی، 2(2)، 25-36. https://gaa.journals.pnu.ac.ir/article_3523.html

محمدی، سارا (1402).تاثیر بازاریابی از طریق اینفلوئنسرها (اینفلوئنسر مارکتینگ) بر رفتار هم آفرینی ارزش مشتری و قصدخرید. پنجمین کنفرانس بین المللی رویکردهای نوین مدیریت، روانشناسی و علوم انسانی در قرن ۲۱، تهران. https://civilica.com/doc/1696345

نادری، علیرضا، رحیمی، موسی، کلائی‌فرد، محمدعلی و حسینی المدنی، سیده مریم (1402). بررسی اینفلوئنسر مارکتینگ، همگن گرایی، خلق ارزش مشتری و قصد خرید در فروشگاه‌های آنلاین. نهمین کنفرانس ملی یافته‌های نوین علوم و تکنولوژی با محوریت کامپیوتر، مدیریت و حسابداری https://civilica.com/doc/1751672

Abou Ali, A. A., Ali, A. A., & Mostapha, N. (2021). The role of country of origin, perceived value, trust, and influencer marketing in determining purchase intention in social commerce. BAU Journal-Society, Culture and Human Behavior, 2(2), 1-29. ‏https://doi.org/10.54729/2789-8296.1051

AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374.‏ https://doi.org/10.1108/RIBS-07-2020-0089

Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability, 15(3), 2744. https://doi.org/10.1108/RIBS-07-2020-0089

Cabeza-Ramírez, L. J., Fuentes-García, F. J., Cano-Vicente, M. C., & González-Mohino, M. (2022). How generation X and millennials perceive influencers’ recommendations: Perceived trustworthiness, product involvement, and perceived risk. Journal of Theoretical and Applied Electronic Commerce Research, 17(4), 1431-1449.‏ https://doi.org/10.3390/jtaer17040072

Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd Edition, Sage Publications Inc., Thousand Oaks, CA. https://uk.sagepub.com/en-gb/eur/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book270548

Jansom, A., & Pongsakornrungsilp, S. (2021). How Instagram influencers affect the value perception of Thai millennial followers and purchasing intention of luxury fashion for sustainable marketing. Sustainability, 13(15), 8572.‏ https://doi.org/10.3390/su13158572

Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.‏ https://doi.org/10.1016/j.jretconser.2019.05.005

Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50, 226–251.‏ http://dx.doi.org/10.1007%2Fs11747-021-00829-4

Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246

Pereira, M. J. D. S., Cardoso, A., Canavarro, A., Figueiredo, J., & Garcia, J. E. (2023). Digital Influencers’ Attributes and Perceived Characterizations and Their Impact on Purchase Intentions. Sustainability, 15(17), 12750. https://doi.org/10.3390/su151712750

Sharma, V. M., & Klein, A. (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 52, 101946.‏ https://doi.org/10.1016/j.jretconser.2019.101946

Xu, J., & Kim, H. K. (2022). A service system study on the effects of the influencers’ characteristics on purchase intention. Journal of Logistics, Informatics and Service Science, 9(1), 136-155. http://www.aasmr.org/liss/Vol.9/JLISS%20February%202022%20(2)/Vol.9No.01.10.pdf