شناسایی و ساختاردهی عوامل موثر بر توسعه تجارت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران

2 کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی دانشگاه آزاد اسلامی، اراک، ایران

چکیده

در این پژوهش به شناسایی و ساختاردهی عوامل موثر بر توسعه تجارت اجتماعی با تمرکز بر شبکه اینستاگرام پرداخته شد. پژوهش حاضر از نظر هدف کاربردی و از نظر روش توصیفی و پیمایشی می باشد. محققان ابتدا با مطالعه پژوهش های صورت گرفته 10 مورد از عوامل اثرگذار بر توسعه تجارت اجتماعی را شناسایی نمودند. سپس به جهت غربالگری عوامل، از روش دلفی استفاده شد که در آن نظرات تخصصی 15 نفر از خبرگان و متخصصان در زمینه تجارت اجتماعی، بازاریابی، روش‌های نوین در بازاریابی و همچنین اساتید دانشگاه جمع آوری گردید. روش انتخاب این افراد غیرتصادفی قضاوتی بود. نتیجه توزیع و جمع آوری پرسشنامه های دلفی در دو مرحله مشخص نمود که خبرگان روی 7 عامل از 10 عامل اجماع نظر دارند و سایر عوامل را رد می کنند. سپس برای ساختاردهی عوامل نهایی شده از روش مدل سازی ساختاری تفسیری استفاده شد. بر همین اساس یک مدل 5 سطحی محاسبه و طراحی شد که در آن 2 عامل مشخصات نرم افزار اینستاگرام و تجربه خرید آنلاین به سطح اول، عامل مشخصات محصول به سطح دوم، عامل مزیت های خرید موبایلی به سطح سوم، دو عامل کیفیت برقراری رابطه و دانش استفاده از شبکه های موبایلی به سطح چهارم و عامل اعتماد به اینستاگرام به سطح پنجم اختصاص یافت. در نهایت بر اساس یافته های به دست آمده، پیشنهادات کاربردی ارائه گردید.

کلیدواژه‌ها

عنوان مقاله [English]

Factors influencing on social commerce development

نویسندگان [English]

  • Peyman Ghafari Ashtiani 1
  • Maryam Keshavarz Rezai 2
1 Department of Management, Arak Branch, Islamic Azad University, Arak, Iran
2 Department Of Management, Arak Branch, Islamic Azad University, Arak, Iran
چکیده [English]

The paper’s aim is the identification and structuring the factors influence social commerce development by focusing on Instagram. This research is an applied research based on the purpose and descriptive based on the research method. The researchers identified 10 factors influencing social commerce development by studying previous researches. For confirming the factors, the opinions of 15 individuals of experts, professionals and university professors in the field of social commerce and new marketing was collected with Delphi method. The result of distributing and collecting Delphi questionnaires in two steps has shown that professionals have a consensus on 7 of the 10 factors, and other factors have been rejected. Then, ISM method was used for structuration of the finalized factors. A 5 levels model was calculated and designed on this basis, in which, 2 factors of Instagram software and on-line shopping experience were assigned to the 1st level, product specifications factor was assigned to the 2nd level, benefits from shopping by mobile was assigned to the 3rd level, 2 factors of communication establishment and the knowledge of mobile networks usage were assigned to the 4th level and the factor of trust in Instagram was assigned to the 5th level. Finally, applicable suggestions presented according to the derived findings.

کلیدواژه‌ها [English]

  • Social Commerce
  • Social Commerce Development
  • Instagram Social Network
  • Interpretive Structural Modeling

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کاوش‌های مدیریت بازرگانی
دوره 12، شماره 24
اسفند 1399
صفحه 19-48

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