ISTE’MOLCHILAR ORASIDA IJTIMOIY TARMOQLARDAGI QISQA FORMATLI VIDEOKONTENTNING IMPULSIV XARID XATTI-HARAKATLARIGA TA’SIRI
DOI:
https://doi.org/10.5281/zenodo.21935641Abstract
Maqolada TikTok, Instagram Reels, YouTube Shorts va boshqa platformalarda tarqaladigan
qisqa formatli videokontentning iste’molchilarning impulsiv xarid xatti-harakatlariga ta’sir mexanizmi nazariy va
amaliy jihatdan tahlil qilinadi. Tadqiqotning maqsadi qisqa videolarning kontent, platforma va axborot manbai
bilan bog‘liq xususiyatlari xarid impulsini qaysi psixologik kanallar orqali kuchaytirishini aniqlash, mavjud empirik
dalillarni tizimlashtirish hamda O‘zbekiston ijtimoiy tijorat bozori uchun mas’uliyatli marketing va iste’molchilarni
himoya qilish yechimlarini ishlab chiqishdan iborat. Metodologiya sifatida 1974–2025-yillarda chop etilgan
fundamental va zamonaviy ilmiy ishlarning maqsadli analitik sintezi, S–O–R modeli asosida sababiy xaritalash,
qiyosiy-huquqiy tahlil va kontent tahlili qo‘llanildi. Natijada ta’sir omillari uch guruhga — kontent stimullari,
platforma stimullari va manba stimullariga, ichki mexanizmlar esa affektiv faollashuv, ijtimoiy tasdiq va
ilhomlanish, kognitiv qisqarish hamda iste’molchi zaifligiga ajratildi. Ilmiy yangilik sifatida xarid impulsi bilan real
rejalashtirilmagan xaridni farqlovchi, postxarid pushaymonligini teskari aloqa sifatida hisobga oluvchi va himoya
friksiyalarini moderator sifatida kirituvchi integrallashgan model taklif etildi. Xulosalar reklama samaradorligini
oshirish bilan birga, yolg‘on taqchillik, yashirin reklama va manipulyativ dizaynni cheklash zarurligini ko‘rsatadi
Keywords
qisqa formatli video; impulsiv xarid; ijtimoiy tijorat; S–O–R modeli; algoritmik shaxsiylashtirish; ijtimoiy dalil; iste’molchi zaifligi.References
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