فصلنامه علمی مطالعات میان‌رشته‌ای ارتباطات و رسانه

فصلنامه علمی مطالعات میان‌رشته‌ای ارتباطات و رسانه

واکاوی عوامل کششی مؤثر بر قصد استفاده از تجارت اجتماعی در بین کاربران ایرانی

نوع مقاله : مقاله پژوهشی

نویسندگان
مسلم ابراهیمی تبار 1
محمد غفاری 2
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
شبکۀ اجتماعی
تجارت اجتماعی
عوامل کششی
قصد استفاده

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

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