پديد آورندگان :
نظري، محسن دانشگاه تهران - گروه مديريت، تهران، ايران , هنديجاني، روزا دانشگاه تهران - گروه مديريت، تهران، ايران , محمدي، زينب دانشگاه تهران، تهران، ايران , اسماعيلي، سعيده دانشگاه علامه طباطبائي، تهران، ايران
كليدواژه :
تبليغات , شبكه‌هاي اجتماعي , قيمت , توجه , الگوهاي رديابي چشم
چكيده فارسي :
اين پژوهش به منظور ارائه بينشي جديد در مورد چگونگي درك و توجه مصرف‌كنندگان به قيمت‌ها و مسائل قيمت‌گذاري گردشگران انجام گرفته است. از الگوهاي رديابي چشم براي توضيح چگونگي فرآيندهاي مغزي افراد هنگام مواجه با محرك‌هاي بصري در تبليغات بسته‌هاي گردشگري آژانس‌هاي مسافرتي استفاده خواهد شد. پژوهش با هدف بررسي تأثير قالب بندي‌هاي تخفيف و مكان نمايش بر ميزان توجه افراد به قيمت در محيط فروش شبكه‌هاي اجتماعي صورت پذيرفته است. متغيرهاي تحقيق زمان اولين خيره‌شدگي و تعداد دفعات خيره‌شدگي به قيمت و مدت زمان بازديد و تعداد دفعات بازديد از ناحيه مورد توجه مي‌باشند. نتايج حاصل از آزمايش نشان داد كه قالب‌بندي تخفيف بر تعداد دفعات خيره‌شدگي، مدت زمان بازديد و تعداد دفعات بازديد از قيمت تأثيرگذار بوده، و ارائه تخفيف با قالب نقدي و هديه توجه بيشتري در مخاطب برانگيخته است. همچنين مكان نمايش قيمت در بالاي تصاوير سمت چپ نيز بيشتر مورد توجه قرار گرفته است.
چكيده لاتين :
Prices are one of the key determinants of demand in any business,
including the tourism business. Customers form their judgments about
the value of a tourism-related product or service based on the price they
pay. In addition, the price of a tourism-related product or service may
have a psychological impact on the customer. Therefore, the prices that
the tourists potentially perceive are crucial. This study is an opportunity
to provide new insights into how consumers perceive and pay attention
to price-related signals such as discounts and gifts in travel agency
advertising. In particular, this study explores the effect of price points
(discount formatting) and price visibility (variable display location) on
people's attention towards prices in social media campaigns. To address
these, a lab experiment using an eye-tracking device is used to examine
individuals' visual attention towards different types of visual stimuli in
travel agency advertising packages. The study design is a 3 (discount
formatting: 3 levels of) x 2 (price visibility: 2 levels of) factorial design.
Dependent variables are eye-tracking measures, including time to the first fixation, fixation count at a price, visit duration, and visit count to
the areas of interest. Tobii Pro eye tracking device and Tobii Studio
software were used for data collection in a university-based laboratory
setting. Research hypotheses are analyzed using SPSS software. The
experiment results showed that discount formatting has an impact on
fixation count, visit duration, and visit count on the price. Furthermore,
the presentation of discounts in cash and gifts attracted more attention,
and the price displayed at the top left received more attention.Introduction
The analysis of consumers' behavior is one of the most important
elements in the formulation of marketing strategies and, many
marketing experts focus on the customer's decision process. In this
mental process, an individual's outer and inner workings are an
important and key part of the organization. They can be viewed as an
important part of advertising and promotional methods such as
discounts and price changes formulated in the strategic marketing plan
(Menon et al., 2016). From the customer's perspective, price is the
charge a person has to pay for goods or services. Prices bring emotional
responses to consumers and play an important role in evaluating
products and the consumer decision-making process (Shoemaker,
2003). The price of a product or service may have a psychological
impact on tourists (Avlonitis & Indounas,2005). In this way,
Neuromarketing and its related tools such as eye-tracking provide a
deeper understanding of the consumer's brain mechanisms, which can
increase the effectiveness of marketing strategies (Gazzaniga et al.,
2008). With the advent and emergence of modern neuroscientific
technologies and tools such as eye-tracking, new opportunities have
been shaped to investigate consumer behavior (Bočková et al., 2021).
Therefore, this study tries to provide a new insight into how tourists can
understand and pay attention to prices by tourists in the promotion
pictures of tourism agencies in Iran and fill a small portion of the study
gap in the country's tourism area. Materials and Methods
The present research is quantitative and is designed and conducted in
the form of a lab experiment. Previous studies, including scientific
books and papers, were studied in the first step to collect the research
literature. Laboratory research was used to collect data for statistical
analysis. Data was collected in the Business Research Lab at the Faculty
of Management, The University of Tehran, from April to June 2020. A
screen-based Tobii eye-tracking devise was used to record visual
attention to the advertising stimuli. Tobii software was used to collect
and aggregate data. The system outputs were collected in the form of
thermal maps, the maps of individuals, and clusters to analyze and
depict the pattern of observation among individuals. Finally, the data
were analyzed using SPSS software to investigate the research
hypotheses.
Hypotheses are:
1. The discount format has a positive effect on price (time fixed on
price).
2. It has a direct effect of direct effect on price (time fixed on price).
3. Gender has a more positive effect on the relationship between price
similarity and price attention (time fixed on price).
Discussion and Results
The present study results suggest that price discount formats (discount,
cash discount, and gift) are factors influencing consumer attention to
the price given in advertising images. Conclusions
In line with the results of this study, it is recommended that service
firms that are active in the tourism industry pay attention to the design
factors related to their pricing stimuli. In particular, visual factors such
as image qualityand the composition of colors used in advertising can
influence visual attention. The two variables investigated in this study
are price discount format and display location. The results indicate that
these two elements are critical in increasing attention towards the
pricing elements. Finally, the participation and cooperation of
promotional companies with active universities in Neuromarketing can lead to a deeper understanding of consumers' decision-making
processes and choices in the face of advertising. Companies can use
these results to improve the level and quality of their advertisements.
