نقش آفرینی عوامل سازمانی بر رفتار خرید مصرف کننده در شبکه¬های اجتماعی
الموضوعات :زهره دهدشتی شاهرخ 1 , میترا دانش پرور 2 , وحید ناصحی فر 3 , وحید خاشعی 4
1 - دانشیار
2 - استادیار
3 - دانشیار دانشگاه علامه طباطبائی
4 - دانشیار دانشگاه علامه طباطبائی
الکلمات المفتاحية: شبکه¬های اجتماعی, رفتار خرید مصرف کننده, صنعت پوشاک, عوامل سازمانی.,
ملخص المقالة :
صنعت پوشاک در سالهای اخیر با رشد زیادی در شبکه های اجتماعی روبه رو بوده است. عوامل زیادی بر خرید پوشاک از شبکه های اجتماعی مؤثر هستند که یکی از این عوامل مهم و تأثیرگذار، عوامل سازمانی است. از این رو، هدف این پژوهش، بررسی عوامل سازمانی مؤثر بر مصرف کننده در خرید از طریق شبکه های اجتماعی است. در انجام این تحقیق از روش ترکیبی استفاده شده است. در بخش کیفی با بررسی ادبیات و مصاحبه با فروشندگان فعال در شبکه های اجتماعی متونی تهیه و کدگذاری گردید، مؤلفه ها در چهار مقوله نهایی دسته بندی و در قالب مدل اولیه ارائه شدند. در بخش کمی، بر اساس مدل اولیه، پرسشنامه ای تدوین و در اختیار 385 نفر از خریداران پوشاک در شبکه های قرار گرفت و برای تحلیل داده ها از روش معادلات ساختاری و برای بررسی نقش میانجی از آزمون سوبل استفاده شد. این پژوهش تأثیر مستقل و ترکیبی متغیرهای سازمانی مؤثر بر اعتماد افراد در خرید پوشاک از طریق شبکه های اجتماعی را مورد بررسی قرار داده است. نتایج بدست آمده نشان داد کیفیت اطلاعات، امنیت معامله، شهرت شرکت و مکان شرکت تأثیر معنی داری بر اعتماد افراد، خرید پوشاک از طریق شبکه های اجتماعی، تبلیغات توصیه ای و وفاداری آنها دارد.
1]Abed, S.; Dwivedi, Y. ; Williams ,M. ‘Consumers’ Perceptions of Social Commerce Adoption in Saudi Arabia’. IFIP International Federation for Information Processing, 3,319, 2015, 7-11
[2] Ahmad, Shimi Naurin; Laroche, Michel. ‘Analyzing electronic word of mouth: A social commerce construct’, International Journal of Information Management, 37( 3), 2017, 202-213
[3] Agag, G. &El-Masry, A. ‘Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust’. Computers in Human Behavior, 60 , 2016, 2016, 97-111
[4]Amaro, S. ; Duarte, P. ‘An integrative model of consumers' intentions to purchase travel Online’, Tourism Management ,46, 2015, 64-79
[5]Asshidin Nor Hazlin Nor, Abidin Nurazariah, Borhan Hafizzah Bashira. ‘Consumer Attitude and Uniqueness towards International Products’. Procedia Economics and Finance, 35, 2016, Pages 632-638
[6] Balakrishnan Bamini KPD, Dahnil Mohd Irwan, Yi Wong Jiunn . ‘The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y’, Procedia - Social and Behavioral Sciences, 148, 2014, 177 – 185
[7]Bai, Yan; Yao, Zhong; Dou, Yi-Fan. ‘Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com’. International Journal of Information Management. 35, 5, 2015, 538-550.
[8]Chakraborty, L. ; Bagchi-Sen, R. ‘Online shopping intention in the context of data breach in online retail stores:An examination of older and younger adults’, Decision Support Systems, 83, 2016, 47 – 56
[9] Chen, Ch., & Chang, Y. What drives purchase intention on Airbnb? Perspectives of consumer reviews, information quality, and media richness, Telematics and Informatics, 35, 2018, 1512–1523
[10]Chen, Jun; Shen, Xiao-Liang. ‘Consumers' decisions in social commerce context: An empirical investigation' , Decision Support Systems, 79, 2015, 55-64
[11]Chun Jung Won, Lee Moon J. ‘Increasing individuals' involvement and WOM intention on Social Networking Sites: Content matters’, Computers in Human Behavior, 60,2016, 223-232
[12] Doha, A., Elnahla, N., Mcshane, L. Social commerce as social networking, Journal of Retailing and Consumer Services, 47,2019, 307-321.
[13] Doha, A., Ghasemaghaei, M. Social bundling: A novel method to enhance consumers’ intention to purchase online bundles, Journal of Retailing and Consumer Services, 35, 2017, 106–117.
[14]Esmaeili, Leila; Mardani, Shahla; Mutallebi, Muhamad; Hashemi Golpayegani, Seyyed Alireza. ‘Studying the Affecting Factors on Trust in Social Commerce’, International Journal of advanced studies in Computer Science and Engineering IJASCSE, 4 (6) , 2015
[15]Erkan, I.& Evans, Ch. ‘The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption’ .Computers in Human Behavior, 61, 2016, 47-55
[16]Fang, Hui; Zhang, Jie; Şensoy, Murat; Magnenat-Thalmann, Nadia. ‘Reputation mechanism for e-commerce in virtual reality environments’, Electronic Commerce Research and Applications, 13, 6, 2014, 409-422
[17] Farivar, S., Turel, O., & Yuan, Y. Skewing users’ rational risk considerations in social commerce: An empirical examination of the role of social identification, Information & Management, 55, 2018, 1038–1048.
[18] Fibre 2 Fashion. Social Shopping - where social media meets clothing retail, 2018, http:// Fibre2Fashion.com
[19] Fu ,S., Yan,Q., Feng,G. Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context, International Journal of Information Management 40, 2018, 88–102.
[20] GlobalData . Social media is increasingly influencing clothing choices, http:// www.GlobalData.com, /2018/04/06
[21]Hajli Nick. ‘Social commerce constructs and consumer’s intention to buy’. International Journal of Information Management, 35 , 2015, 183–191
[22] Hajli. N, Sims, j. H. Zadeh, A. & Odile, M. A social commerce investigation of the role of trust in a social networking site on purchase intentions, Journal of Business Research 71 , 2017, 133–141.
[23]Hilverda, F., Kuttschreuter, M., & Giebels, E. Social media mediated interaction with peers, experts and anonymous authors: Conversation partner and message framing effects on risk, Food Quality and Preference, 56, 2018, 107–118
[24]Hou, R.; Wu, J.; Du, S. Customer social network affects marketing strategy: A simulation analysis based on competitive diffusion model, Physica , 469 ,2018, 644–653.
[25] Huang, Zhao; Benyoucef Morad. ‘From e-commerce to social commerce: A close look at design features’. Electronic Commerce Research and Applications, 12, 2013, 246-259.
[26]Hwang, In Jeong; Lee, Bong Gyou; Kim, Ki Youn. ‘Information Asymmetry, Social Networking Site Word of Mouth, and Mobility Effects on Social Commerce in Korea’. YBERPSYCHOLOGY, BEHAVIOR, AND SOCIAL NETWORKING, 17, 2, 2014, 117-125
[27] Kempt, S. Social media use jumps in Q1 despite privacy fears. Retrieved from: http://www. Wearesocial.com /2018/24/04
[28] Kim, S. & Noh, M. ‘Determinants Influencing Consumers Trust and Trust Performance of Social Commerce and Moderating Effect of Experience’. Information Technology Jornal, 1(10), 2012, 1396 – 1380.
[29] Kim, Sanghyun ; Park, Hyunsun. ‘Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance’, International Journal of Information Management, 33 , 2013, 318– 332
[30] Kim, E., Hong, T. ‘Segmentating Customers in Online Stores from Factors that Affect the Customer's Intention to Purchase’. 2010, 383-388.
[31]Lal Prerna. ‘Analyzing determinants influencing an individual's intention to use social commerce website’, Future Business Journal,3, 2017, 70–85
[32]Lee, Jieun; Hong, Ilyoo B. ‘Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity’, International Journal of Information Management, 36, 2016, 360–373
[33]Lin, Y., Hsu, C., Chen, M., & Fang, Ch. New gratifications for social word-of-mouth spread via mobile SNSs: Uses and gratifications approach with a perspective of media technology, Telematics and Informatics, 34(4), 2018, 382-397
[34]Lu, Baozhou; Fan, Weiguo; Zhou,Mi. ‘Social presence, trust, and social commerce purchase intention: An empirical research’. Computers in Human Behavior, 56 , 2016, 225-237
[35]Nguyen,D. Social media marketing strategy, Bachelor Thesis Degree Program in International Business , 2017
[36]Park, J., Ahn, J., Thavisay, T., & Ren, T. Examining the role of anxiety and social influence in multi-benefits of mobile payment service, Journal of Retailing and Consumer Services, 47, 2019, 140-149.
[37]Ponte, E.; Carvajal, E.; Escobar-Rodríguez , T. Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents , Tourism Management, 47 , 2015, 286-302
[38]Ramanathan,U.; Subramanian,N. & Parrott,G. "Role of social media in retail network operations and marketing to enhance customer satisfaction", International Journal of Operations & Production Management, 37, 2017, 1,105-123
[39]Swani, K.; Milne, G.; Brown, B.; Assaf, G. & Donthud, N. What messages to post? Evaluating the popularity of social media communications in business versus consumer markets, Industrial Marketing Management 62 (2017) 77–87.
[40]Tan, O. How Social Media Contributed to the Rise of Fast Fashion,2017, ttps://www.adweek.com
[41]Tien, D. H., Rivas, A. A. & Liao, Y. Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites, Asia Pacific Management Review,2018, 1,12.
[42]Wang Tien. ‘Social identity dimensions and consumer behavior in social media’, Asia Pacific Management Review 22, 2017, 45-51
[43] Wang Jyun-Cheng, Chang Ching-Hui. ‘How online social ties and product-related risks influence purchase intentions: A Facebook experiment’, Electronic Commerce Research and Applications, 12,2013, 337–346
[44]Wang, Yichuan; Yu; Chiahui. ‘Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning’, International Journal of Information Management, 37(3), 2017, 179-189
[45]Williams, M. Social commerce and the mobile platform: Payment and security perceptions of potential users, Computers in Human Behavior, 2018
[46]Xiang, L.; Zheng, X.; Lee, M.; Zhao, D. ‘Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction’. International Journal of Information Management, 36, 2016, 333–347
[47]Yahia, I.B., Al-Neama, N., & Kerbache, L. Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage, Retailing and Consumer Services, 41, 2018, 11–19
منابع فارسی:
[48] استراس. آنسلم، کوربین. جولیت. اصول روش تحقیق کیفی )نظریه مبنایی؛ رویه¬ها و شیوه¬ها(، رحمت¬پور. رحمت¬الله، پژوهشگاه علوم انسانی و مطالعات فرهنگی، 1385.
[49] اووه. فلیک. درآمدی بر تحقیق کیفی، جلیلی. هادی، نشر نی، 1388.
[50] ذکائی. م، نظریه و پژوهش در روش های کیفی، فصلنامه علوم اجتماعی ، دانشگاه علامه طباطبایی، شماره 17، 1381
[51] سفیری. خدیجه. روش تحقیق کیفی، نشر پیام نور، 1387.
[52] کرسول. جان، کلارک، ویکی. روش¬های پژوهش ترکیبی، علیرضا کیامنش، چاپ دوم، تهران: آییژ، 1394.
