بررسی تاثیر رسانه ها در اعتماد شهروندان ایرانی به کالاهای تولید شده در ایران (مطالعه در بین شهروندان منطقه 18 تهران)

محورهای موضوعی : جامعه شناسی

نریمان منتصر ¹ (دانشجوی DBA، دانشکده مدیریت دانشگاه شهید بهشتی، تهران، ایران.)
ندا سلیمانی ² (استادیار، گروه علوم ارتباطات اجتماعی، واحد تبریز ، دانشگاه آزاد اسلامی، تبریز، ایران . ( نویسنده مسئول )[e-mail])

تاریخ دریافت : 1400/08/25 تاریخ پذیرش : 1400/11/27 تاریخ انتشار : 1401/09/01

کلید واژه: رسانه, اعتماد شهروندان ایرانی, کالاهای تولید شده در ایران,

چکیده مقاله :

رسانه‌های اجتماعی یکی از ابزارهای مهم در آگاه‌سازی مردم و تغییر ذهنیت آنها محسوب‌ می‌شود. مصرف کالاهای داخلی و حمایت از تولیدات داخلی نقش مهمی در رشد و توسعه صنایع داخلی کشور دارد و بر متغیرهای کلان اقتصادی نیز تأثیرگذار است‌. تحقیق حاضر با هدف تعیین نقش رسانه‌ها‌‌‌ در اعتماد شهروندان ایرانی به کالاهای تولید شده در ایران در بین شهروندان منطقه 18 تهران صورت گرفته است‌. روش تحقیق کاربردی و بر حسب نحوه اجراء از نوع پیمایش و ابزار گرد آوری اطلاعات‌، پرسشنامه‌های استاندارد بودند‌. جامعه آماری‌، شهروندان منطقه 18 شهر تهران بود و حجم نمونه 384 تعیین شد‌. شیوه ‌نمونه‌گیری‌، تصادفی خوشه‌‌ای بود‌. به منظور اندازه‌‌‌گیری رابطه فرضیه‌های پژوهش از آزمون‌های پیرسون و رگرسیون استفاده گردید‌. نتایج نشان داد که میزان تاثیر رسانه‌های شخصی اجتماعی بر روی اعتماد شهروندان ایرانی 8/51 درصد است‌، میزان تاثیر رسانه‌های شبکه‌‌ای اجتماعی بر روی اعتماد شهروندان ایرانی‌‌‌ 3/46 درصد و میزان تاثیر رسانه‌های سنتی بر روی اعتماد شهروندان ایرانی 7/35 درصد است که با توجه به مثبت بودن علامت ضریب بتا‌، جهت این تاثیر مثبت بود‌.

چکیده انگلیسی:

Social media is one of the important tools in informing people and changing their mentality. Consumption of domestic goods and support of domestic products has an important role in the growth and development of domestic industries and also affects macroeconomic variables. The present study aims to determine the role of the media in the trust of Iranian citizens in goods produced in Iran among the citizens of Tehran's 18th district. The applied research method was standard questionnaires according to the type of survey and data collection tools. The statistical population was citizens of district 18 of Tehran and the sample size was 384. The sampling method was cluster random. Pearson and regression tests were used to measure the relationship between research hypotheses. The results showed that the impact of personal social media on the trust of Iranian citizens is 51.8%, the impact of social media on the trust of Iranian citizens is 46.3% and the impact of traditional media on the trust of Iranian citizens is 35.7%. Given the positive sign of the beta coefficient, the direction of this effect was positive.

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Azizi, Shahriar (2014) Model of Factors Affecting Foreign Brand Trust, Journal of Competitiveness, Vol. 6, Issue 3, pp. 20‌.31, September 2014.

2‌. Darbandi, Seyed Alireza; Rahmatollah Mohammadipour and Esfandiar Mohammadi, (2017), The role of advertising media in consumer brand purchase of goods, the first national conference on economics, management and accounting, video conference, Kharazmi Scientific Institute,

3‌. Farhangi, Ali Akbar; Abtahi, Ataaleh (2013) The Future of Media Management and Future Media Management, Journal of Management Futurology, Volume 2, Number 1, 107‌.83

4‌. Giddens, A. (2004). Modernity and Personalization, Society and Personal Identity in the New Age, Translated by Nasser Mofaghian, Tehran: Ney Publishing

5‌. Goharjoo, Elham, Sadeghi, Touraj, Zande Del, Ahmad. (2017). Investigating the Relationship between Factors Affecting National Consumer Sweat and Purchasing Behavior in Foreign Goods in Khorasan Razavi. Marketing Management, 8 (21), 1‌.14

6‌. Hassani, Amin, (2017) The Impact of TV Program Content on the Consumption of Domestic Goods, Second International Conference on Media Management, Tehran, Mandegar Processing Event Company, https://www.civilica.com/Paper‌.MEDIA02‌.ME

7‌.Hilman, Haim, Hanaysha, Jalal (2015) The Impact of Country of Origin on Relationship Quality: Empirical Evidence from Automotive Industry, Mediterranean Journal of Social Sciences MCSER Publishing, Rome‌.Italy.

8. Javaheri, Fatemeh; Balakhani, Qader (2015). Mass Media and Trust: A Study of the Impact of Mass Media on Social Trust (Case Study of Tehran Citizens), Social Sciences (Ferdowsi University of Mashhad), No. 7, pp. 1‌.29.


9. Kamali Dehkordi; Parvaneh. Khalili Barkouei; Zahra (2012) Factors Affecting Customer Trust in Electronic Banking, Research Journal of Payame Noor University, Chaharmahal and Bakhtiari Province. Number six

10 ‌.Kuruvilla, Shelja J.; Nishank Joshi & Nidhi Shah. (2019). “Do men and women really shop differently? An exploration of gender differences in mall shopping in India.International” Journal of Consumer Studies International Journal of Consumer Studies ,33

11‌. Roshan Del Arbatani Taher (2015) What is Media Organizations, Media Quarterly, Volume 26, Number 101, 5‌.18.

12. Rothstein, B., & Stolle, D. (2008). The state and social capital: A Theory of Generalized Trust. Comparative Politics, 40(4), 21‌.30


13. Sheikhi Azadeh, Shafei Reza, Farooqi Hiva (2014) A Study of Factors Affecting Customer Confidence in Purchasing Internet Goods and Services, Marketing Management, Volume 9, Number 22; From page 77 to page 97


14. Mirzaei, Hossein and Saeedeh Amini. (2016) Content analysis of TV commercial messages with emphasis on social class and lifestyle

15.Min Hang & Aldo van Weezel (2007) Media and Entrepreneurship: What Do We Know and Where Should We Go? Journal of Media Business Studies, 4:1, 51‌.70, DOI: 10.1080/16522354.2007.11073446

16 ‌.Najjarpour et al. (2015), Utilizing critical thinking to create an attitude of domestic consumption in students.

17 ‌.Niknejad Abbas, Moghimi Mohammad, Roshan Del Arbatani Taher (2012) Identifying the Media Entrepreneurship Pattern for the Digital Media Businesses of the Country, Entrepreneurship Development, No. 15, 84‌.65.

18 ‌.Putnam, Robert (2015), Democracy and Civic Traditions. Translated by Mohammad Taghi Delfruz. Tehran: Salam newspaper publications