مطالعة عوامل ایجادکنندة قصد استفاده از خدمات تجارت اجتماعی اینستاگرام

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت کسب و کار، پردیس فارابی، دانشگاه تهران (نویسندة مسئول)، قم، ایران

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

چکیده

پژوهشهای انجامشده دربارة تجارت اجتماعی، نشاندهندة رشد سریع آن در دهة گذشته و ادامة این روند در آینده، همچنین بیانگر تأثیر این نوع تجارت، بر راهبردهای شرکتها است. ویژگی اصلی این نوع تجارت، تعاملهای کاربران، محتوای تولیدشده توسط کاربران، رویکرد مشتریمحور آن و عنصر اصلی آن مشتریان است. لذا در این پژوهش سعی شده، تا عوامل ایجادکننده قصد استفادة مشتریان از خدمات تجارت اجتماعی اینستاگرام، جستوجو شود. پژوهش حاضر از نظر هدف، در زمرة پژوهشهای کاربردی قرار میگیرد و از حیث ماهیت یک تحقیق توصیفی از نوع پیمایشی است که در آن، از روشهای کتابخانهای و میدانی برای جمعآوری دادههای پژوهش استفاده شده است. جامعة آماری، شامل کلیة هموطنانی است که در بهار1400 از محیطهای تجارت اجتماعی، به طور خاص شبکة اجتماعی اینستاگرام، اقدام به خرید محصول یا خدمتی کردهاند. نمونة آماری، شامل 200 نفر از افرادی است که به روش در دسترس انتخاب شدهاند. روایی پرسشنامه را، استادان متخصص در این زمینه تأیید کردهاند و پایایی پرسشنامه نیز، با استفاده از آزمون آلفای کرونباخ مورد سنجش قرار گرفته است. تجزیه و تحلیل دادهها، حاکی از آن است که عوامل ایجادکنندة قصد استفادة مشتریان از خدمات تجارت اجتماعی اینستاگرام، شامل متغیرهای فرصت جستوجو، امکان بررسی، ارزشآفرینی، انعطافپذیری، قابلیت استفاده، قابلیت دسترسی، کیفیت خدمات، جذابیت و نوآوری هستند.

کلیدواژه‌ها


عنوان مقاله [English]

The study on reasons behind deciding to use the services provided by Instagram for social commerce

نویسندگان [English]

  • moslem ebrahimi tabar 1
  • mohammad ghaffari 2
  • hamidreza irani 2
1 Master of business administration. College (Pardis) of Farabi, University of Tehran. (corresponding author), Qom, Iran
2 Assistant Professor, Faculty of Management and Accounting, University OF Tehran, college (Pardis) of Farabi, Qom, Ir
چکیده [English]

Studies conducted on the social commerce show that such trading has rapidly grown in the past decade and continuation of this trend also indicates that social commerce has influenced the strategies of the companies. The main feature of this type of commerce includes, interaction among users, the content created by users and customer- oriented approach. Therefor, in this study, efforts have been made to explore the factors which contribute to customers of Instagram’s social commerce services. Objective wise, this research work is applied type and in terms of nature, is a descriptive survey and for gathering the required data, laboratory and field method have been used.
The statistic population of the study are all those Iranians that in Spring 2022 have used social commerce environments and specifically Instagram to purchase good and service. The sample population include 200 people who have been selected randomly. The validity of the questionnaire was confirmed by relevant experts and its reliability was confirmed by using Cronbach's alpha test. Analysis of the data indicates that factors that helps the customers to use services of social commerce of Instagram, include variables such as searching opportunity, evaluation, value creating, flexibility, accessibility, quality of services, attractiveness and innovation.

کلیدواژه‌ها [English]

  • Social Network
  • Social Commerce
  • Services
  • Instagram Social Media
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