The most important factors affecting the participatory behavior of virtual space users

Subject Areas : business management

Gholamrezareza Afshar ¹ , Abbas Saleh Ardestani ² , Vahidreza Mirabi ³

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management , Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2021-12-20 Accepted : 2022-02-02 Published : 2022-09-23

Keywords: Attitude, Intention, Tendency, Individual values, Participatory behavior,

Abstract :

User participation behavior when using cyberspace is influenced by several factors. In recent years, researchers have studied the behavior of users and while identifying the factors affecting it, have proposed various models to explain how they participate. The purpose of this article is to identify The most important factors affecting on the behavior of cyberspace users. Participatory behavior of users means using the facilities provided in cyberspace, including communicating, exchanging ideas, sharing text and images, and in general, interacting with other people present in cyberspace. This research is methodologically in the combined research group and initially the qualitative approach and deductive content analysis method was used to design the model and the quantitative approach and structural equation modeling method were used to test and validate the model. The content of the research was collected using a semi-structured interview technique with experts. Findings indicate the effectiveness of users' participatory behavior from the variable of attitude directly and indirectly and through the mediating variables of desire and intention and directly. Findings indicate a positive and significant relationship between the factors of attitude and desire and intention, which was explained in previous research.