ارائه مدل ارزیابی رفتار خرید بانوان در شبکه‌های اجتماعی با رویکرد کیفی

رحیم زاده, سام; ابراهیم زاده دستجردی, رضا; قیتانی, البرز; اعتباریان خوراسگانی, اکبر

doi:10.30495/jwsf.2022.1953585.1669

رقم المقالة : JWSF-2203-1669 (R2) زيارة : 165 الصفحة: 107 - 135

10.30495/jwsf.2022.1953585.1669

نوع المخطوط: ابحاث

ارائه مدل ارزیابی رفتار خرید بانوان در شبکه‌های اجتماعی با رویکرد کیفی

الموضوعات :

سام رحیم زاده ¹ (دانشجوی دکتری مدیریت فناوری اطلاعات،واحد اصفهان(خوراسگان) ، دانشگاه آزاد اسلامی،اصفهان،ایران.)
رضا ابراهیم زاده دستجردی ² (استادیار گروه مدیریت دولتی و رسانه، واحد اصفهان(خوراسگان)،دانشگاه آزاد اسلامی،اصفهان،ایران. ( نویسنده مسئول ).ebrahimzadeh@khuisf.ac.ir)
البرز قیتانی ³ (استادیار گروه مدیریت دولتی و رسانه، واحد اصفهان(خوراسگان)،دانشگاه آزاد اسلامی،اصفهان،ایران.)
اکبر اعتباریان خوراسگانی ⁴ (دانشیار گروه مدیریت دولتی و رسانه، واحد اصفهان(خوراسگان)،دانشگاه آزاد اسلامی،اصفهان،ایران.)

تاريخ الإرسال : 01 الجمعة , شعبان, 1443 تاريخ التأكيد : 29 السبت , رمضان, 1443 تاريخ الإصدار : 29 الإثنين , رجب, 1444

الکلمات المفتاحية: نظریه داده بنیاد, شبکه‌های اجتماعی, روش تحقیق آمیخته, رفتار خرید بانوان,

ملخص المقالة :

تحلیل و درک نیازهای بانوان در شبکه‌های اجتماعی و عوامل موثر بر شکل گیری رفتار خرید در آنها باعث می‌شود تا کسب و کارها بتوانند هرچه کارآمدتر به مشتریان خدمات و محصولات خود را ارئه داده و ارتباطات پایدارتری با آنها برقرار کنند. پژوهش حاضر با هدف معرفی مدل تجارت اجتماعی بانوان با رویکرد آمیخته انجام شده و از لحاظ هدف، کاربردی می‌‌‌باشد. در ﺗﺤﻘﯿـﻖ ﺣﺎﺿـﺮ اﺑﺘـﺪا روش ﮐﯿﻔـﯽ ﻣﺒﺘﻨﯽ ﺑﺮ روش داده بنیاد استراس و کوربین (2015) از طریق بررسی مقالات اجرا شد. ﺑـﻪ ﻣﻨﻈـﻮر ﮔﺮدآوری داده‌ها از رویکرد فراترکیب با استفاده از الگوی هفت مرحله‌ای ساندوسکی و باروسو (2007) بهره برده شده است. از کدگذاری باز، محوری و انتخابی مدل پژوهش استخراج گردیده است. ﺑﺮ اﺳﺎس نتایج حاصله مدل نهایی برازش یافته شامل 5 ﻣﻘﻮﻟﻪ اﺻﻠﯽ در ﺣﻮزه ﺷﺮاﯾﻂ ﻋﻠﯽ، 3 ﻣﻘﻮﻟـﻪ اﺻـﻠﯽ در ﺣـﻮزه ﻋﻮاﻣـﻞ ﻣﺪاﺧﻠﻪ ﮔﺮ،3 ﻣﻘﻮﻟﻪ اﺻﻠﯽ در ﺣﻮزه ﻋﻮاﻣﻞ زﻣﯿﻨﻪ‌ای و در ﻧﻬﺎﯾﺖ 2 مقوله اﺻﻠﯽ در ﺣﻮزه ﭘیﺎﻣﺪﻫﺎ می‌‌‌باشد. نتایج حاصل از این تحقیق می‌تواند به مالکین کسب و کارهای تجارت الکترونیک و سنتی در جهت ارتقا ارتباط با مصرف‌‌کنندگان و همچنین افزایش سودآوری کسب کارها موثر باشد.

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Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144–154.

Hazari, S., Bergiel, B. J., & Sethna, B. N. (2016). Hedonic and utilitarian use of user-generated content on online shopping websites. Journal of Marketing Communications, 23(6), 572–591.

Ho, R. C., & Rezaei, S. (2018). Social Media Communication and Consumers Decisions: Analysis of the Antecedents for Intended Apps Purchase. Journal of Relationship Marketing, 17(3), 204–228.

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Liu, W., Lin, C., Lee, Y. and Deng, D., (2013). On gender differences in consumer behavior for online financial transaction of cosmetics. Mathematical and Computer Modelling, 58(1-2), pp.238-253.

Lee, K., Lee, B., & Oh, W. (2015). Thumbs Up, Sales Up? The Contingent Effect of Facebook Likes on Sales Performance in Social Commerce. Journal of Management Information Systems, 32(4), 109–143.

Liang, T.-P., & Turban, E. (2011). Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce. International Journal of Electronic Commerce, 16(2), 5–14.

Lin, J., Li, L., Yan, Y., & Turel, O. (2018). Understanding Chinese consumer engagement in social commerce. Internet Research, 28(1), 2–22.

Martin, J.J. (2017), ‌Theory of Planned Behavior and Stages of Change Models‌, Oxford Scholarship Online, available at:http://doi.org/10.1093/oso/9780190638054.003.0035.

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Shin, D.-H. (2013). User experience in social commerce: in friends we trust. Behaviour & Information Technology, 32(1), 52–67.

Qin, L. (2017). A Cross-Cultural Study of Interpersonal Trust in Social Commerce. Journal of Computer Information Systems, 60(1), 26–33.

Shan, Y. and King, K.W. (2015), ‌The Effects of Interpersonal Tie Strength and Subjective Norms on Consumers' Brand-Related eWOM Referral Intentions‌, Journal of Interactive Advertising, Vol. 15 No. 1:16–27.

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Um, N.-H. (2018). Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites. Journal of Promotion Management, 25(4), 500–519. https://doi.org/10.1080/10496491.2018.1448324

Wu, Y.-L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce. Internet Research, 28(1), 74–104.

Yang, X. (2019). How perceived social distance and trust influence reciprocity expectations and eWOM sharing intention in social commerce. Industrial Management & Data Systems, 119(4), 867–880.

Zhang, K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86.

Ogiemwonyi, O. and Harun, A.B. (2020), ‌Green product awareness has the potential to promote green consumer behaviour: Evidence from Kuala-Lumpur‌, Israel Journal of Ecology and Evolution:1–12.

Varah, F., Mahongnao, M., Pani, B. and Khamrang, S. (2020), ‌Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior‌, Environment, Development and Sustainability, available at:http://doi.org/10.1007/s10668-020-01018-z.

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ارائه مدل ارزیابی رفتار خرید بانوان در شبکه‌های اجتماعی با رویکرد کیفی

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