نقش آفرینی عوامل سازمانی بر رفتار خرید مصرف کننده در شبکه¬های اجتماعی
محورهای موضوعی : عمومىزهره 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
کلید واژه: شبکه¬های اجتماعی, رفتار خرید مصرف کننده, صنعت پوشاک, عوامل سازمانی.,
چکیده مقاله :
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.
The clothing industry has seen great growth in social media in recent years. Many factors affect the purchase of clothing from social networks, and one of these important and influential factors is organizational factors. Therefore, the purpose of this study is to investigate the organizational factors affecting the consumer in shopping through social networks. In this research, a combined method has been used. In the qualitative section, by reviewing the literature and interviewing vendors active in social networks, texts were prepared and coded. In the quantitative part, based on the initial model, a questionnaire was developed and distributed to 385 clothing buyers in networks. The structural equation method was used to analyze the data and the Sobel test was used to examine the mediating role. This study examines the independent and combined effect of organizational variables affecting people's trust in buying clothes through social networks. The results showed that information quality, transaction security, company reputation and company location have a significant effect on people's trust and consumer willingness to buy clothing through social networks..
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