ارائه مدل اعتماد در تجارت اجتماعی با بررسی تاثیر کیفیت وب‌سایت‌های اجتماعی در صنعت گردشگری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران

2 کارشناس ارشد مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران

چکیده

با پیشرفت روزافزون فناوری و نیاز به سرعت عمل در ارتباطات و انجام معاملات، تجارت اجتماعی بسیار مورد توجه قرار گرفته که در این حوزه اعتماد اجتماعی برای حفظ هر چه بیشتر مشتریان در فضای آنلاین از اهمیت ویژه­ای برخوردار است. هدف پژوهش حاضر ارائۀ مدل اعتماد در تجارت اجتماعی با بررسی تأثیر کیفیت وب­سایت­های اجتماعی بر شکل‌گیری اعتماد در صنعت گردشگری می­باشد. پژوهش از نظر هدف، کاربردی و از نظر روش، توصیفی- همبستگی می­باشد. جامعۀ آماری شامل کاربران شبکۀ­های اجتماعی که از وب‌سایت­های اجتماعی مربوط به صنعت­گردشگری خرید کرده­اند می­باشد که با استفاده از روش نمونه­گیری غیرتصادفی انتخاب شدند. نتایج حاصل از روش مدلسازی معادلات ساختاری نشان می­دهد که ابعاد کیفیت وب­سایت­های اجتماعی از قبیل کیفیت اطلاعات، ارتباطات و اجتماعات مجازی، سفارشی­سازی خدمت گردشگری تأثیر مثبت و معناداری بر حضور اجتماعی دارد و همچنین تمام ابعاد کیفیت وب­سایت­های اجتماعی به جز ارتباطات و اجتماعات مجازی به همراه متغیر حضور اجتماعی تأثیر مثبت و معناداری بر لذت ادراک­شده دارد. حضور اجتماعی و لذت ادراک­شده نیز تأثیر مثبتی بر سودمندی ادراک­شده دارد. همچنین رابطۀ بین سودمندی ادراک­شده و اعتماد اجتماعی نیز مثبت می­باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Developing a model for trust in the social commerce by investigating the impact of the quality of social websites in the tourism industry

نویسندگان [English]

  • Mona Jami Pour 1
  • Ghazale Taheri 2
  • Fateme Ebrahimi Delavar 2
1 Assistance Professor of Management Department, Hazrate Masoumeh University (HMU), Qom, Iran
2 MSc. Business Management of Hazrat-e- Masoumeh University, Qom, Iran
چکیده [English]

With the improvement of technology and the need for promptitude in communication and transactions, social commerce has been taken into consideration in this regard. Social trust has particular importance for maintaining more and more customers in online spaces. The purpose of the present research is to present a social trust model by examining the impact of social websites quality. The research is practical in terms of purpose and descriptive-correlation in terms of method. The statistical population includes the social network users who have bought social tourism websites. They were selected by a non-random sampling method. The results of the structural equation modeling method show that the dimensions of the social websites quality such as information quality, communication, virtual communities, and customization of tourism services have a positive and significant effect on social presence. Also, all the dimensions of social websites quality except communication and virtual communities with social presence have positive and significant effects on the perceived enjoyment. Social presence and perceived enjoyment have positive effects on the perceived usefulness. Finally, the relationship between perceived usefulness and social trust is positive. 

کلیدواژه‌ها [English]

  • Social commerce
  • Social presence
  • Social trust
  • social websites quality

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کاوش‌های مدیریت بازرگانی
دوره 11، شماره 22
اسفند 1398
صفحه 25-54

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