نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت کسب‌وکار، گروه مدیریت کسب‌وکار، دانشکده تهران، دانشکده فارابی، قم، ایران (نویسنده مسئول).

2 استادیار، دانشکده مدیریت و حسابداری، دانشگاه تهران ، پردیس فارابی، قم، ایران

10.22085/jiscm.2021.138944

چکیده

محبوبیت رسانه‌های اجتماعی و به دنبال آن رشد سریع تجارت اجتماعی باعث تحول در استراتژی‌های شرکت‌ها شده است. به عبارتی شرکت‌ها سعی کرده‌اند که تجارت آنلاین خود را از رویکرد محصول‌محور مبتنی بر تجارت الکترونیکی به سمت رویکردی مشتری‌محور مبتنی بر تجارت اجتماعی هدایت نمایند. بنابراین، در این پژوهش سعی بر آن شده است تا عواملی کششی که قصد مشتری برای استفاده از تجارت اجتماعی را تحت تأثیر قرار می‌دهد، مورد جست‌وجو قرار گیرد. این پژوهش، ازنظر هدف، در زمرۀ پژوهش‌های کاربردی قرار می‌گیرد و از حیث ماهیت تحقیق توصیفی از نوع پیمایشی است و از روش‌های کتابخانه‌ای و میدانی برای جمع‌آوری داده‌های پژوهش استفاده شده است. جامعۀ آماری شامل کلیه هم‌وطنانی هستند که در بازۀ زمانی زمستان 1399 از محیط‌های تجارت اجتماعی به‌طور خاص شبکۀ اجتماعی اینستاگرام اقدام به خرید محصول یا خدمتی نموده‌اند. نمونۀ آماری شامل 200 نفر از افرادی است که به روش در دسترس انتخاب شده‌اند. روایی پرسش‌نامه با استفاده ازنظر استادان متخصص در این زمینه مورد تأیید قرار گرفته و پایایی پرسش‌نامه با استفاده از آزمون آلفای کرونباخ مورد تأیید قرار گرفته است.‌ تجزیه‌وتحلیل داده‌ها حاکی از آن است که عوامل کششی تأثیرگذار بر قصد استفاده از تجارت اجتماعی شامل متغیر‌‌‌‌‌‌‌‌‌‌‌‌‌‌های سهولت استفاده، حریم خصوصی، اعتماد، صرفه‌جویی در فرایند خرید، دسترسی به اطلاعات، امکان برقراری تعاملات اجتماعی، ارزش ادراک‌شده مشتریان، افراد مشهور و اخلاقی بودن می‌باشند.

کلیدواژه‌ها

عنوان مقاله [English]

Exploring the Pull Factors Influencing the Intention to Adopt Social Commerce among the Iranian Users

نویسندگان [English]

  • moslem ebrahimi tabar 1
  • Mohammad Ghaffari 2

1 Master of Business Administration, Department of Business Administration, College of Farabi, University of Tehran, Qom, Iran.

2 Assistant Professor, Faculty of Management and Accounting , , University OF Tehran, college of Farabi , Qom, Iran.

چکیده [English]

The popularity of social media and the rapid growth of the social commerce following that have contributed to the transformation of the strategies of companies. In other words, companies tried to direct their online trading from a product-driven approach based on electronic commerce to a customer-oriented approach based on social commerce. Therefore, in this research, it has been attempted to explore the pull factors affecting the intention of the customer to adopt social commerce. In terms of the goal, the research is applied and in terms of the nature, it is a descriptive study (survey) and for data collection, library and field methods have been applied. The statistical population includes all Iranians who bought a product or service through social commerce environments, specially on Instagram, during the winter of 2020. The statistical sample includes 200 individuals selected through convenience sampling. The validity of the questionnaire has been verified by the experts’ opinions in this field and its reliability has also been checked by Cronbach’s Alpha. The analysis of data suggests that pull factors influencing the intention to adopt social commerce include these variables: the ease of use, privacy, trust, cost-saving in the purchase process, access to information, the possibility of having social interactions, customers’ perceived values, celebrities, and ethics.

کلیدواژه‌ها [English]

  • social network
  • social commerce
  • pull factors
  • adoption intention
  1.  

     

    1. دشتی، مهدی و صنایعی، علی (1397). عوامل تاثیر گذار بر قصد خرید اجتماعی مصرف کنندگان در تجارت اجتماعی. دانشکده مدیریت دانشکاه تهران دوره 10 شماره 1 صص. 120-97.
    2. روشنی، مجتبی؛ خسروی، ابولفضل؛ یزدانی، حمید رضا (1397). مدلسازی عوامل موثر بر قصد تجارت اجتماعی (مورد مطالعه وب سایت بامیلو). دانشگاه تهران.
    3. Akman, I., & Mishra, A. (2017). Factors influencing consumer intention in social commerce adoption. Information Technology & People, 30(2), 356–370.
    4. Bai, Y., Yao, Z., & Dou, Y.-F. (2015). Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com. International Journal of Information Management 35, 538-550.
    5. Bakos, J. Y. (1991). A strategic analysis of electronic marketplaces. MIS Quarterly, 15 (September), 295–310.
    6. Bakos, J.Y. (1997). Reducing buyer search costs: Implications for electronic marketplaces. Management Science, 43(12), 1676–1692. http://dx.doi.org/10.1287/mnsc.43.12.1676
    7. Bansal, H. S., Taylor, S. F., & James, Y. S. (2005). "Migrating" to new service providers: Toward a unifying framework of consumers' switching behaviors. Journal of the Academy of Marketing Science, 33(1), 96-115.
    8. Becker, A., 2007. Electronic Commerce: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications. IGI Global, Harrisburg, PA.
    9. Brabham, D. C. (2008). Moving the crowd at iStockphoto: The composition of the crowd and motivations for participation in a crowdsourcing application. First Monday, 13(6).
    10. Burke, R.R. (1997). Do you see what I see? The future of virtual shopping. Journal of the Academy of Marketing Science, 25(4), 352–360. http://dx.doi.org/10.1177/
    11. Li, Y. Ku, The power of a thumbs-up: Will e-commerce switch to social commerce? Information & Management, 55(3) (2018) 340-357.
    12. Carroll, A. B., & Buchholtz, A. K. (2003). Business and society: Ethics and stake-holder management (5th ed.). Mason (OH): South-Western.
    13. Chen, A., Lu, Y., & Wang, B. (2017). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37(6), 627–638.
    14. Chen, J., & Shen, X.-L. (2015). Consumers’ decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55–64.
    15. Chen, L., Marsden, J. R., & Zhang, Z. (2012). Theory and analysis of company-sponsored value co-creation. Journal of Management Information Systems, 29(2), 141–172.
    16. Chong, A. Y. L., Lacka, E., Boying, L., & Chan, H. K. (2018). The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms in online marketplace. Information & Management, 55(5), 621–632.
    17. Confos, N., & Davis, T. (2016). Young consumer-brand relationship building potential using digital marketing. European Journal of Marketing, 50(11), 1993–2017. https:// doi.org/10.1108/EJM-07-2015-0430.
    18. Constantinides, E. (2014). Foundations of social media marketing. Procedia-Social and Behavioral Sciences, 148, 40-57
    19. Constantinides, E., and Fountain, S. J. Web 2.0: conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9, 3,2008, 231–244.
    20. L. Hoffman, T.P. Novak, Marketing in hypermedia computer mediated environment: conceptual foundations, J. Market. 60 (3) (1996) 50–58.
    21. Di Maria, E., Finotto, V., 2008. Communities of consumption and made in Italy.[Article]. Ind. Innov. 15 (2), 179–197. http://dx.doi.org/10.1080/
    22. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
    23. Forsythe, S., Liu, C., Shannon, D., & Gardner, L.C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55–75. http://dx.doi.org/10.1002/dir.20061.
    24. Ganesh, J., Reynolds, K.E., Luckett, M., & Pomirleanu, N. (2010). Online shopper motivations and e-store attributes: An examination of online patronage behavior and shopper typologies. Journal of Retailing, 86(1), 106–115. http://dx.doi.org/10.1016/j.jretai. 2010.01.003.
    25. Gao, Q., Dai, Y., Fan, Z., & Kang, R. (2010). Understanding factors affecting perceived sociability of social software. Computers in Human Behavior, 26, 1846-1861.
    26. Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737. http://dx.doi.org/10.1016/S0305-0483(00)00021-9.
    27. Haitham Hmoud Alshibly. Customer Perceived Value in Social Commerce: An Exploration of Its Antecedents and Consequences. Journal of Management Research ISSN 1941-899X 2015, Vol. 7, No. 1.
    28. Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191.
    29. Hajli, N., Sims, J., Zadeh, A.H., Richard, M.O., 2017. A social commerce investigation of the role of trust in a social networking site on purchase intentions. J. Bus. Res. 71, 133–141.
    30. Hamari, J., Ukkonen, A., 2016. The sharing economy: why people participate in collaborative consumption. J. Assoc. Inf. Sci. Technol. 67 (9), 2047–2059.
    31. Hansen, D.L., Shneiderman, B., Smith, M.A., 2011. Analyzing Social Media Networks with Nodexl: Insights from a Connected World. Morgan Kaufmann, Burlington.
    32. Hatem Bugshan (PhD), Razaz Waheeb Attar (Lecturer). Social commerce information sharing and their impact on consumers. Technological Forecasting & Social Change 153 (2020) 119875.
    33. Hertzum, M., Andersen, H. H., Andersen, V., & Hansen, C. B. (2002). Trust in information sources: Seeking information from people, documents, and virtual agents. Interacting with Computers, 14(5), 575–599.
    34. Hsiao, K.-L., Lin, J., Wang, C.-C., Lu, X.-Y., & Yu, H.-P. H. (2010). Antecedents and consequences of trust in online product recommendations: an empirical study in social shopping. Online Information Review, 34(6), 935–953.
    35. Hu T, Dai H, Salam AF, Integrative Qualities and Dimensions of Social Commerce: Toward a Unified View, Information and amp; Management (2018), https://doi.org/10.1016/j.im.2018.09.003
    36. Huang, Z., Benyoucef, M., 2013. From e-commerce to social commerce: a close look at design features. Electron. Commer. Res. Appl. 12 (4), 246–259.
    37. Iglesias-Pradas, S., Pascual-Miguel, F., Hernández-García, Á., & Chaparro-Peláez, J. (2013). Barriers and drivers for non-shoppers in B2C e-commerce: A latent class exploratory analysis. Computers in Human Behavior, 29(2), 314–322. http://dx.doi.org/10.1016/j. chb.2012.01.024
    38. F. Engel, R.D. Blakewell, Consumer Behavior, fourth ed., Dryden Press, Hinsdale, IL, 1982.
    39. Jeong Woong Sohn, Jin Ki Kim (2020). Factors that influence purchase intentions in social commerce. Technology in Society 63 (2020) 101365.
    40. Jiang, G., Ma, F., Shang, J., & Chau, P. Y. (2014). Evolution of knowledge sharingbehavior in social commerce: An agent-based computational approach.Information Sciences, 278, 250–266.
    41. Kane, G., Alavi, M., Labianca, G., & Borgatti, S. (2014). What's different about social media networks?. A framework and research agenda. MIS Quarterly, 38(1), 275–304.
    42. Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018).Advances in social media research: Past, present and future. Information Systems Frontiers, 20(3), 531–558.
    43. Keller, K. L. (2005). Choosing the right brand elements and leveraging secondary associations will help marketers build brand equity. Marketing Management, 14(5), 10e23.
    44. Kemp, S. (2018). DIGITAL IN 2018: WORLD’S INTERNET USERS PASS THE 4 BILLION MARK. Retrieved September 19, 2018, from https://wearesocial.com/uk/blog/2018/01/globaldigital-report-2018
    45. Khanh Nguyen (2016). Business ethics in E-commerce. School of Business and Culture.
    46. Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564.
    47. Kim, Y. A., and Srivastava, J. Impact of social influence in e-commerce decision making. In Proceedings of the Ninth International Conference on Electronic Commerce, Minneapolis, MN, August 2007, ACM Press, New York, NY, 2007, 293–302
    48. Kim,S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers' trust and trust performance. International Journal of Information Management, 33(2), 318–332.
    49. Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company be new customers. Information & Management, 41(3), 377–397.
    50. Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product & Brand Management, 25(4), 345. https://doi.org/10.1108/JPBM-09-2015-0969.
    51. Zhou, P. Zhang, H.D. Zimmermann, Social commerce research: An integrated view, Electronic Commerce Research and Applications, 12 (2013) 61-68.
    52. Laudon, K.C., Traver, C., 2016. E-Commerce 2016: Business, Technology, Society. Pearson Education, London, UK
    53. Leimeister, J. M., Huber, M., Bretschneider, U., & Krcmar, H. (2009). Leveraging crowdsourcing: Activation-supporting components for IT-based ideas competition. Journal of Management Information Systems, 26(1), 197–224.
    54. Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce:A research framework for social commerce. International Journal of ElectronicCommerce, 16(2), 5–14.
    55. Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69–90.
    56. Lin, X., Li, Y., & Wang, X. (2017). Social commerce research: Definition, research themes and the trends. International Journal of Information Management, 13(5), 190–201.
    57. Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with Web site success in the context of electronic commerce. Information & Management, 38(1), 23–33
    58. Liu, L., Cheung, C. M., & Lee, M. K. (2016). An empirical investigation of information sharing behavior on social commerce sites. International Journal of Information Management, 36(5), 686-699
    59. NICK HAJLI. SOCIAL COMMERCE FOR INNOVATION. International Journal of Innovation Management Vol. 18, No. 4 (August 2014) 1450024 (24 pages)
    60. Mason, A. (2013). U.S. Patent No. US8355948 B2. U.S. Patent and Trademark Office.
    61. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with A web site: A trust building model. The Journal of Strategic Information Systems, 11(3), 297–323.
    62. Namil Kim, Wonjoon Kim (2018). Do your social media lead you to make social deal purchases? Consumer-generated social referrals for sales via social commerce. International Journal of Information Management 39 (2018) 38–48.
    63. Nick Hajli , Julian Sims , Arash H. Zadeh , Marie-Odile Richard. A social commerce investigation of the role of trust in a social networking site on purchase intentions .Journal of Business Research xxx (2016) xxx–xxx
    64. Gibreel, D.A. AlOtaibi, J. Altmann, Social commerce development in emerging markets, Electronic Commerce Research and Applications (2017), doi: https://doi.org/10.1016/j.elerap.2017.12.008.
    65. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39e52.
    66. ONTSI (2014). Study of the B2C Electronic Commerce 2013 (Edition 2014 ). Madrid: ONTSI.
    67. Prerna Lal. Analyzing determinants influencing an individual's intention to use social commerce website. Future Business Journal 3 (2017) 70–85.
    68. Ryan, R.M., & Deci, E.L. (2000). Intrinsic and extrinsic motivations: Classic definitions and newdirections. Contemporary Educational Psychology, 25(1), 54–67. http://dx.doi.org/1006/ceps.1999.1020.
    69. Shen X-Liang, Li Y-Jun, Sun Y, Chen Z, Wang F, Understanding the role of technology attractiveness in promoting social commerce engagement: Moderating effect of personal interest, Information and amp; Managementm(2018), https://doi.org/10.1016/j.im.2018.09.006
    70. Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882e909.
    71. Stahl, B. C., Eden, G., Jirotka, M. and Coeckelbergh, M. (2014), “From computer ethics to responsible research and innovation in ICT: The transition of reference discourses informing ethics-related research in IS”, Information and Management, Vol. 51 No. 6, pp. 810-818.
    72. Stephen, A., & Toubia, O. (2010, April). Deriving value from social commerce networks. Journal of Marketing Research, 215–228 XLVII.
    73. Stewart, J. B. (2016). Facebook has 50 minutes of your time each day. It wants more. The New York Times
    74. Sun, Y., Wei, K. K., Fan, C., Lu, Y., & Gupta, S. (2016). Does social climate matter? On friendship groups in social commerce. Electronic Commerce Research and Applications, 18, 37-47
    75. P. Liang, Y.T. Ho, Y.W. Li, E. Turban, What drives social commerce: The role of social support and relationship quality, International Journal of Electronic Commerce. 16(2) (2011–12) 69–90.
    76. Tao Hu, William J. Kettinger and Robin S. Poston. The effect of online social value on satisfaction and continued use of social media. European Journal of Information Systems (2014), 1–20.
    77. Terry L. Childers, Christopher L. Carr, Joann Peck, Stephen Carson (2001). Hedonic and utilitarian motivations for online retail shopping behavior .Journal of Retailing 77 (2001) 511–535.
    78. Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2018). Social commerce: Foundations, social marketing, and advertising. Electronic commerce 2018. Springer, Cham285–324.
    79. Van Der Heide, B., & Lim, Y. (2015). On the conditional cueing of credibility heuristics: The case of online influence. Communication Research, 3(4), 1–22.
    80. Varshneya, G. , Das, G. , Khare, A. , 2017. Experiential value: a review and future re- search directions. Market. Intell. Plann. 35 (3), 339–357.
    81. Wang, C., & Zhang, P. (2012). The evolution of social commerce: The people, management, technology, and information dimensions. Communications of the Association for Information Systems, 31(Article 5), 105–127.
    82. Waqar Nadeem, Amir H. Khani, Carsten D. Schultz, Nawal Abdalla Adam, Razaz Waheeb Attar, Nick Hajli (2020). How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust. Journal of Retailing and Consumer Services 55 (2020) 102136.
    83. Wu, H., Li, J., Sun L., 2016. A review of the influencing factors of consumers' perception of credibility in online reviews. J. Brand. Res. (3), 85-94.
    84. Zheng, C.M.K. Cheung, M.K.O. Lee, L. Liang, Building brand loyalty through user engagement in online brand communities in social networking sites, Information Technology & People, 28 (2015) 90-106.
    85. Xiang, L., Zheng, X., Lee, M. K. O. O., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002.
    86. Xuequn Wang , Xiaolin Lin, Marilyn K. Spencer. Exploring the effects of extrinsic motivation on consumer behaviors in social commerce: Revealing consumers’ perceptions of social commerce benefits. International Journal of Information Management 45 (2019) 163–175.
    87. Zhao, L. Wang, H. Tang, Y. Zhang, Electronic Word-of-Mouth and Consumer Purchase Intentions in Social E-Commerce, Electronic Commerce Research and Applications (2020), doi: https:// doi.org/10.1016/j.elerap.2020.100980.
    88. Yang, K., Li, X., Kim, H., Kim, Y. H., 2015. Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: the reciprocating role of participation, Journal of Retailing and Consumer Services, 24, 1-9.
    89. Younghwa Lee , Kenneth A. Kozar . Understanding of website usability: Specifying and measuring constructs and their relationships. Decision Support Systems 52 (2012) 450–463.
    90. Zaroban, S. (2016). U.S. e-commerce grows 14.6% in 2015. Retrieved from https://www. internetretailer.com/2016/02/17/us-e-commerce-grows-146-2015.
    91. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model nand synthesis of evidence. The Journal of Marketing, 2-22. http://dx.doi.org/10.2307/1251446
    92. Zhang, K. Z. K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86(C), 95–108.
    93. Zhilin Yanga, Shaohan Cai, Zheng Zhou, Nan Zhou. Development and validation of an instrument to measure user perceived service quality of information presenting Web portals. Information & Management 42 (2005) 575–589.
    94. Zhou, L., Zhang, P., & Zimmermann, H. D. (2013). Social commerce research: Anintegrated view. Electronic Commerce Research and Applications, 12(2), 61–68.