طراحی چارچوب هوش تجاری مبتنی بر دادهکاوی رفتار کاربران در کسبوکارهای الکترونیکی : با تأکید بر بازاریابی 4.0
الموضوعات : انتقال فناوري و تجاريسازي پژوهش
محمدعلی شرفیان
1
,
یاسر قاسمی نژاد
2
,
فائزه اسمعیل بگی
3
1 - دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران، ایران
2 - دانشکده مدیریت صنعتی, دانشگاه جامع امام حسین، تهران، ایران
3 - دانشکده گردشگری دانشگاه تهران -تهران - ایران
الکلمات المفتاحية: هوش تجاری, دادهکاوی رفتار کاربران, بازاریابی 4.0, فراترکیب, کسبوکارهای الکترونیکی, تحلیل احساسات,
ملخص المقالة :
در عصر دیجیتال کنونی، کسبوکارهای الکترونیکی با حجم انبوهی از دادههای رفتاری کاربران مواجهاند که تحلیل دقیق و بهموقع آنها میتواند به خلق مزیت رقابتی، تصمیمگیری هوشمندانه و ارتقای تجربه مشتری منجر شود. پژوهش حاضر با هدف طراحی چارچوبی جامع، یکپارچه و نوآورانه برای دادهکاوی رفتار کاربران در بستر بازاریابی 4.0 انجام شده است. این پژوهش از روش مرور نظاممند و رویکرد فراترکیب استفاده کرده است تا مؤلفههای کلیدی مؤثر بر دادهکاوی رفتار کاربران شناسایی و در قالب مدلی مفهومی و کاربردی ترکیب شوند. چارچوب پیشنهادی بر پایه فرآیند استاندارد CRISP-DM و با بهرهگیری از تحلیل احساسات مبتنی بر یادگیری عمیق، مدل پذیرش فناوری (UTAUT) و تحلیل شبکههای اجتماعی توسعه یافته است. یافتهها نشان میدهد که مؤلفههایی نظیر کیفیت داده، تحلیل احساسات، تعاملات اجتماعی، دادههای دموگرافیک، ترجیحات خرید، فناوریهای هوشمند و امنیت داده نقش تعیینکنندهای در درک رفتار کاربران و پیشبینی نیازهای آنان دارند. نوآوری اصلی پژوهش در تلفیق ابعاد فنی و رفتاری دادهکاوی و ارائه ساختاری سهلایه شامل لایه ورودی (منابع داده)، لایه پردازش (تحلیل و مدلسازی) و لایه خروجی (نتایج بازاریابی 4.0) است. این چارچوب، راهنمایی کاربردی برای مدیران بازاریابی و تصمیمگیران دیجیتال فراهم میکند تا با اتکا به تحلیل دادههای کلان و رفتار کاربران، استراتژیهای بازاریابی مؤثرتر، خدمات شخصیسازیشدهتر و تصمیمات مبتنی بر داده اتخاذ کنند. در نتیجه، میتواند به ارتقای هوش تجاری سازمانها، افزایش وفاداری مشتریان و ایجاد مزیت رقابتی پایدار در فضای کسبوکار دیجیتال منجر شود.
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