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
Abdipour, Z., Esmaeilpour, R. (2015). Investigating the Role of Social Commerce in Intention to Purchase Customers with Trust Mediation, 1st International Comprehensive Management Conference of Iran, Tehran, Center for Development Conferences in Iran.
Abu-Shamaa, R., & Abu-Shanab, E. (2015, February). Factors influencing the intention to buy from online stores: An empirical study in Jordan. In GCC Conference and Exhibition (GCCCE), 2015 IEEE 8th (pp. 1-6). IEEE.
Amirshahi, M.A., Sepah Tiri, V., Ravanbod, F. (2009). Identification of factors affecting trust in customers of Karafarin Bank in Tehran, Management Research in Iran, 13(4), 61-76.
Azar, A. Khosravani, F. Jalali, R. (2016). Soft Operational Research, Problem Structuring Methods, Industrial Management Organization Publications, 2nd Edition, Tehran.
Bahadori, M.D., Khajeh, A.R., Ghasemi, A. (2016). Investigating the Factors Affecting the Development of E-commerce in Small and Medium Enterprises, 3rd International Conference on Computer, Electrical and Telecommunications, Torbat Heydarieh, Torbat Heydarieh University.
Braojos, J., Benitez, J., & Llorens, J. (2018). How do social commerce-IT capabilities influence firm performance? Theory and empirical evidence. Information & Management.
Curty, R. G., & Zhang, P. (2013). Social commerce: Looking back and forward. Proceedings of the American Society for Information Science and Technology, 48(1), 1-10.
Dashti, M., Sanayeie, A., Rezaei Doulatabadi, H. (2017). Designing a Pattern for Effective Factors on Customer Participation in Social Commerce based on the Stimulus-Existing Living Model-Response. New Marketing Research, 7 (2), 17-42.
Elahi, Sh., Hamdan, M., Hasanzadeh, A. (2009). Investigating the relationship between e-commerce and customer behavior. Business Strategies, 1 (35): 27-41.
Gibreel, O., AlOtaibi, D. A., & Altmann, J. (2017). Social commerce development in emerging markets. Electronic Commerce Research and Applications.
Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17-27.
Huang, Z., &Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.
Kim, Y., &Srivastava, J. (2007, August).Impact of social influence in e-commerce decision making.In Proceedings of the ninth international conference on Electronic commerce (pp. 293-302).ACM.
Li, C. Y. (2017). How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website. Technological Forecasting and Social Change.
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.
Marsden, P., & Chaney, P. (2012). The social commerce handbook: 20 secrets for turning social media into social sales. McGraw Hill Professional.
Moeini, H., Jamipour, M., Ebrahimi Delavar, F. (2017). The Impact of Social Commerce Opportunities on Customer Attitudes to Purchasing through Trust (Case Study: Instagram Users). Quarterly Journal of Business Management, 9 (1), 173-192.
Monavarian, A., Manian, A., Movahedi, M., Akbari, M. (2014). Investigating Factors Affecting the Development of E-Commerce (Case Study of Small and Medium Enterprises of Tehran). Quarterly Journal of Information Technology Management, 6 (1), 145-160.
Niknejad, M., Jalali, A.K., Dastgheibifard, Gh., Akbarian, R. (2011). Designing an acceptable model for developing social commerce in Iran, Information Technology Conference and Economic Jihad, Kazeroun Education Complex.
Olfat, L., Khosravani, F., Jalali, R. (2011). Identify the factors affecting internet shopping and prioritize them using fuzzy ANP. Quarterly Journal of Business Management, 3 (7), 19-54.
Rahimi, Z., Abdolvand, N. (2016). Identifying and Ranking Factors Affecting the Success of Social Business Implementation in Iran Using Fuzzy AHP, Journal of Information Technology Management, 8 (2), 295-314.
Roshanaei, F. (2016). Identification of factors affecting the intention to buy in social commerce (Case Study: Apparel products in the Instagram), Master Thesis, Entrepreneurship management, Faculty of Entrepreneurship, Tehran University.
Shah Hosseini, M., Ekhlasi, A., Rahmani, K. (2011). Brand equity services and customer behavior. Two Quarterly Journal of New Marketing Research, 1 (3), 77-63.
Shanmugam, M., Sun, S., Amidi, A., Khani, F., & Khani, F. (2016). The applications of social commerce constructs. International Journal of Information Management, 36(3), 425-432.
Siahkali Moradi, J., Khosravani, F., Ayazi, S.A. (2017). Factors Affecting Administrative Corruption in Street Level Bureaucrats Using Hybrid Technique Delphi and Interpretative Structural Modeling, 1st International Conference and 3rd National Conference on Management and Humanities Research, May 2017, University of Tehran, Tehran.
Siamagka, N. T., Christodoulides, G., Michaelidou, N., &Valvi, A. (2015).Determinants of social media adoption by B2B organizations. Industrial Marketing Management, 51, 89-99.
Stephen, A. T., &Toubia, O. (2010).Deriving value from social commerce networks. Journal of marketing research, 47(2), 215-228.
Turban, E., Bolloju, N., & Liang, T. P. (2010). Social commerce: an e-commerce perspective. In Proceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic Business (pp. 33-42). ACM.
Turban, E., Strauss, J., & Lai, L. (2016). Social Commerce: Marketing, Technology and Management. Springer.
Wang, C., & Zhang, P. (2012). The evolution of social commerce: The people, management, technology, and information dimensions. Communications of the Association for Information Systems, 31(5), 1-23.
Yadav, M. S., De Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: a contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311-323.
Zhang, P., Zhou, L., & Zimmermann, H. D. (2013). Advances in social commerce research: Guest editors’ introduction. Zhang, P., Zhou, L., & Zimmermann, H.-D.(2013). Advances in social commerce research: guest editors' introduction. Electronic Commerce Research and Applications, 12(4), 221-223.