شناسایی عوامل مؤثر بر مزایای ادراک شده تجارت اجتماعی مشتریان زن خرده فروشی‌های آنلاین
محورهای موضوعی : مدیریت
منیره قهرمانی شهرکی
1
(دانشگاه آزاد اسلامی واحد آبادان، گروه مدیریت بازرگانی، آبادان، ایران.)
سهیلا زرین جوی الوار
2
(دانشگاه آزاد اسلامی واحد آبادان، گروه مدیریت بازرگانی، آبادان، ایران.)
نرگس ابراهیمی
3
(دانشگاه آزاد اسلامی واحد آبادان، گروه مدیریت بازرگانی، آبادان، ایران.)
کلید واژه: مزایای ادراک‌شده, مشتریان زن خرده فروشی‌های آنلاین, تجارت اجتماعی,
چکیده مقاله :
هدف پژوهش حاضر شناسایی عوامل مؤثر بر مزایای ادراک شده تجارت اجتماعی مشتریان زن خرده‌فروشی‌های آنلاین بود. جامعه مورد بررسی کلیه آثار علمی مرتبط با مبانی و ابعاد مزایای ادراک‌شده تجارت اجتماعی مشتریان زن خرده‌فروشی آنلاین بودند؛ که مشتمل بر 50 مقاله بازیابی از مقالات علمی داخلی و خارجی از سال 2000 تا 2021 بود. از این میان تعداد 30 مورد به‌عنوان نمونه انتخاب شدند. طرح پژوهش توصیفی- تحلیلی است. برای جمع‌آوری اطلاعات از روش کتابخانه استفاده شد که با مراجعه به کتاب‌های تألیف شده و ترجمه شده، فیش برداری‌های لازم انجام شد و مقالاتی که بیشترین هم‌خوانی و نزدیکی محتوایی را از نظر موضوع پژوهش، واژگان‌کلیدی و مدل را داشتند مورد مطالعه قرار گرفتند. درنهایت نتایج نشان داد مهم‌ترین عوامل مؤثر بر مزایای ادراک شده در هفت بعد است که شامل؛ انگیزش، تمایل کمک به اطلاعات تجارت اجتماعی، رفتار مشارکت تجارت اجتماعی، ابعاد تجارت اجتماعی، متغیرها و عوامل زمینه ساز اعتماد و رفتار به اشتراک گذاری، فاکتورهای تعامل اجتماعی و فردی و در نهایت جنسیت می‌باشند.
The present study aimed to identify the factors affecting the perceived benefits of social commerce for female online retail customers. The study population was all scientific works related to the principles and dimensions of perceived benefits of social commerce of female online retail customers which included 50 retrieval domestic and foreign scientific articles from 2000 to 2021. 30 articles of the mentioned articles were selected as sample. The research was designed as descriptive analytic one. To collect data library method was utilized. By referring to the translated and authored books the necessary note taking on index cards was done and the articles which had the most content concordance and similarity; concerning the subject, key words and the model were reviewed. Finally, the findings showed that the most important factors affecting the perceived benefits were categorized in seven dimensions which included; motivation, willingness to contribute to social business information, social business participation behavior, dimensions of social business, variables and underlying factors of trust and sharing behavior, factors of social and individual interaction and finally gender.
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