بررسی اثرگذاری مدل پذیرش فناوری و عوامل اجتماعی بر نگرش و قصد خرید، با در نظر گرفتن نقش تعدیل‌گر ذهن‌آگاهی فناوری اطلاعات (مورد مطالعه: کاربران اپلیکیشن اسنپ‌فود)
محورهای موضوعی : مدیریت کسب و کارزهرا اله وردی 1 , سعید لندران اصفهانی 2
1 - دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.
2 - عضو هیئت علمی و استادیار، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.
کلید واژه: فناوری اطلاعات, عوامل اجتماعی, ذهن‌آگاهی, مدل پذیرش فناوری, قصد خرید,
چکیده مقاله :
پژوهش حاضر بر اساس هدف، کاربردی بوده و از نظر روش جمع‌آوری داده‌ها برای آزمون فرضیه‌ها با سوالات از نوع توصیفی - پیمایشی از شاخه میدانی می‌باشد. جامعه آماری پژوهش شامل کاربران اپلیکیشن اسنپ فود در اصفهان به تعداد نامعلوم و ابزار گردآوری داده‌ها، پرسشنامه استاندارد وحدت و همکاران (2020) است. روش نمونه‌گیری، با توجه به پراکندگی جامعه آماری، نمونه‌گیری در دسترس می‌باشد. حجم نمونه با استفاده از فرمول کوکران در سطح خطای پنج درصد، 380 نفر به دست آمد. تجزیه و تحلیل آماری، در دو بخش آمار توصیفی و همچنین آمار استنباطی با کمک آزمون همبستگی و رگرسیون انجام شده است. برای تجزیه و تحلیل داده‌ها، از نرم‌افزارهای AMOS و SPSS استفاده شده است. بر اساس نتایج حاصله، سودمندی ادراک شده و سهولت استفاده ادراک شده بر نگرش به استفاده از برنامه کاربردی تلفن همراه تأثیر مثبت و معناداری دارد. همچنین، اثر اجتماعی نقش دوستان و همکاران بر نگرش به استفاده از برنامه کاربردی تلفن همراه تأثیر مثبت و معناداری دارد. طبق نتایج حاصله، نگرش به استفاده از برنامه کاربردی تلفن همراه بر قصد خرید تأثیر مثبت و معناداری دارد. ذهن‌آگاهی فناوری اطلاعات می‌تواند به عنوان متغیر تعدیل‌گر در رابطه میان سودمندی ادراک شده و نگرش، سهولت استفاده ادراک شده و نگرش و نگرش به استفاده از برنامه کاربردی تلفن همراه و قصد خرید ایفای نقش نماید.
TAM is one of the models that has been widely used to explain the factors affecting the acceptance of information systems and information and communication technology by users and customers. The present study is based on applied objectives and in terms of data collection method to test hypotheses with descriptive-survey questions is a field branch. The statistical population of the present study consists of users of Snapfood application software. After conducting preliminary studies on a small part of the statistical population, the sample size using the Cochran's formula is equal to an error level of five percent. It is estimated at 384 people. The data collection tool was questionnaires and valid texts related to the research topic designed by the researcher and consisted of 25 specialized questions and 8 demographic questions, the validity of which was based on the opinion of the supervisor and its reliability from Cronbach's alpha index was obtained after collecting 30 questionnaires equal to 0.779. In statistical analysis, due to the nature of hypotheses and the type of variables, the methods available in descriptive statistics to examine and compare the information collected through a questionnaire and in the inferential statistics section, correlation and regression tests, which in Finally, AMOS and SPSS software were used to analyze and apply these tests. Based on the results, all the hypotheses of the research were confirmed and it is indicated that with the knowledge that is obtained from the factors influencing the desire to buy Electronically.
Arab Ghaeni, M., Hashemian, K., Mojtabaei, M., Majdara, A., & Aghabigi, A. (2018). The effectiveness of stress reduction-based mindfulness training (MBSR) on increasing courage in anxious students. . Journal of Medical Studies (Medical Journal of Urmia University of Medical Sciences), 28(2), 119-129. https://www.sid.ir/fa/journal/ViewPaper.aspx?id=282108
Aryan, M., Mansoori Moayed, F., & Kordnaeij, A. (2018). Brand satisfaction and consumer repurchase intention: explaining the role of lifestyle and hedging Resource management research. ORMR, 8(1), 1-21. http://ormr.modares.ac.ir/article-28-15902-fa.html (In Persian)
Azami, M., & Hosseini, N. (2016). Internet marketing with a business intelligence approach. Raz Nahan Publications. (In Persian)
Celik, H. (2011). Influence of social norms, perceived playfulness and online shopping anxiety on customers adoption of online retail shopping. International Journal of Retail and Distribution Management, 39(6), 390-413.
Dewan, S., & Min, C. (2000). The substIT ution of information technology for other factors of production: A firm level analysis. . Management Science, 43(12), 1660-1675.
Fatholahi, S., Faridchehr, A., Gharibnavaz, N., & Mirabi, V. (2019). Designing a model for evaluating the factors affecting nostalgic behavior with the approach of Hofstede cultural indicators and social factors, heritage and brand attitude. Journal of Marketing Management, 14(44), 113-130. (In Persian)
Ghorbanian, M. S., Kheyri, B., Ismailpour, H., & Aliqoli, M. (2019). Identifying the dimensions of conscious mental structure as one of the aspects of conscious consumption Business Management, 11(4), 965-991. (In Persian)
Golabian Moghadam, M. (2018). A Review of Information Technology Acceptance Models with Emphasis on Expectation-Approval Theory. Electronic Journal of Astan Quds Razavi Libraries, Museums and Documentation Center, 10(38), 1-16. (In Persian)
Goodrich, K., & Mangleburg, T. (2010). Adolescent Perceptions of Parent and Peer Influences on Teen Purchase: An Application of Social Power Theory. Journal of Business Research 63(12), 1328-1335. https://doi.org/10.1016/j.jbusres.2009.12.004
Gulati, S. (2017). IMPACT OF PEER PRESSURE ON BUYING BEHAVIOUR. International Journal of Research, 5(6), 280. https://doi.org/10.5281/zenodo.820988
Khodadad Hosseini, S. H., Kalabi, A. M., & Mehrabi, R. (2012). Conceptualizing the entrepreneurial decision-making process in small and medium-sized entrepreneurial enterprises Journal of Transformation Management, 5(8). (In Persian)
Klopping, I. M., & Mckinney, E. (2004). Extending the technology acceptance model and the task-technology fit model to consumer e-commerce. Information Technology, Learning and Performance Journal, 22(1), 35-48.
Kurd, B., & Babakhani, A. (2016). The role of self-compassion and mindfulness in predicting academic stress of female students Educational Psychology Studies 12.
McClure, C., & Seock, Y. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53.
Miller, R. B., & Brickman, S. J. (2004). A Model of Future-Oriented Motivation and Self-Regulation. Educational Psychology Review, 16(1), 9-33. https://doi.org/10.1023/B:EDPR.0000012343.96370.39
Norouzi, H., Tayebzadeh, M., & Shojaa, A. (2018). Investigating the mediating role of electronic word-of-mouth advertising in the relationship between the dimensions of empirical marketing and consumer buying intent (case study: mobile internet market). Two scientific research quarterly journals of Shahed University, 25(11), 104-119. https://www.sid.ir/fa/Journal/ViewPaper.aspx?id=481683 (In Persian)
Rahimnia, F., Ramezani, Y., & Zargaran, S. (2019). The effect of user interaction on social media on shopping intention through attitude towards the brand and mental norms. Quarterly Journal of Modern Marketing Research, 32(1), 52-33. (In Persian)
Ramkumara, M., Schoenherrb, T., Wagnera, S., & Jenamanic, M. (2019). Q-TAM: A quality technology acceptance model for predicting organizational buyers’ continuance intentions for e-procurement services. International Journal of Production economics, 216, 333-348.
Rezaei Dolatabadi, H., Joshiar Najafabadi, L., Khazaei Money, J., & Varij Kazemi, R. (2013). Analyzing the impact of corporate social responsibility on the symbolic image, functional image and brand loyalty Business Management, 5. https://doi.org/10.22059/jibm.2013.36024 (In Persian)
Saeeda Ardakani, S., & Jahanbazi, N. (2015). The effect of store image on customers' purchase intention: trust and risk perceived as moderating variables. Journal of modern marketing research, 5(2), 53-72. https://nmrj.ui.ac.ir/article_17778_66e8af529fcadcb696fab823c8be0681.pdf (In Persian)
Salari, A., & Maroosi, A. (2018). The survey of the factors affecting adoption of information and communication technology by saffron farmer. Rural Development Strategies. (In Persian)
Thatcher, J. B., Wright, R. T., Sun, H., Zagenczyk, T. J., & Klein, R. (2018). Mindfulness in information technology use: Definitions, distinctions, and a new measure. . MIS Quarterly, 42(3), 831-848.
Vahdat, A., Alizadeh, A., Quach, S., & Hamelin, N. (2020). Would you like to shop via mobile app technology? The technology acceptance model, social factors and purchase intention. Australasian Marketing Journal.
Yao, T., Qi, Q., & Wei, Y. (2019). Retaining hotel employees as internal customers: Effect of organizational commitment on attitudinal and behavioral loyalty of employees. International Journal of Hospitality Management, 76, 1-8.
Yim, Y., Sauer, P., Williams, J., Lee, S. J., & Macrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4), 363-389.
_||_Arab Ghaeni, M., Hashemian, K., Mojtabaei, M., Majdara, A., & Aghabigi, A. (2018). The effectiveness of stress reduction-based mindfulness training (MBSR) on increasing courage in anxious students. . Journal of Medical Studies (Medical Journal of Urmia University of Medical Sciences), 28(2), 119-129. https://www.sid.ir/fa/journal/ViewPaper.aspx?id=282108
Aryan, M., Mansoori Moayed, F., & Kordnaeij, A. (2018). Brand satisfaction and consumer repurchase intention: explaining the role of lifestyle and hedging Resource management research. ORMR, 8(1), 1-21. http://ormr.modares.ac.ir/article-28-15902-fa.html (In Persian)
Azami, M., & Hosseini, N. (2016). Internet marketing with a business intelligence approach. Raz Nahan Publications. (In Persian)
Celik, H. (2011). Influence of social norms, perceived playfulness and online shopping anxiety on customers adoption of online retail shopping. International Journal of Retail and Distribution Management, 39(6), 390-413.
Dewan, S., & Min, C. (2000). The substIT ution of information technology for other factors of production: A firm level analysis. . Management Science, 43(12), 1660-1675.
Fatholahi, S., Faridchehr, A., Gharibnavaz, N., & Mirabi, V. (2019). Designing a model for evaluating the factors affecting nostalgic behavior with the approach of Hofstede cultural indicators and social factors, heritage and brand attitude. Journal of Marketing Management, 14(44), 113-130. (In Persian)
Ghorbanian, M. S., Kheyri, B., Ismailpour, H., & Aliqoli, M. (2019). Identifying the dimensions of conscious mental structure as one of the aspects of conscious consumption Business Management, 11(4), 965-991. (In Persian)
Golabian Moghadam, M. (2018). A Review of Information Technology Acceptance Models with Emphasis on Expectation-Approval Theory. Electronic Journal of Astan Quds Razavi Libraries, Museums and Documentation Center, 10(38), 1-16. (In Persian)
Goodrich, K., & Mangleburg, T. (2010). Adolescent Perceptions of Parent and Peer Influences on Teen Purchase: An Application of Social Power Theory. Journal of Business Research 63(12), 1328-1335. https://doi.org/10.1016/j.jbusres.2009.12.004
Gulati, S. (2017). IMPACT OF PEER PRESSURE ON BUYING BEHAVIOUR. International Journal of Research, 5(6), 280. https://doi.org/10.5281/zenodo.820988
Khodadad Hosseini, S. H., Kalabi, A. M., & Mehrabi, R. (2012). Conceptualizing the entrepreneurial decision-making process in small and medium-sized entrepreneurial enterprises Journal of Transformation Management, 5(8). (In Persian)
Klopping, I. M., & Mckinney, E. (2004). Extending the technology acceptance model and the task-technology fit model to consumer e-commerce. Information Technology, Learning and Performance Journal, 22(1), 35-48.
Kurd, B., & Babakhani, A. (2016). The role of self-compassion and mindfulness in predicting academic stress of female students Educational Psychology Studies 12.
McClure, C., & Seock, Y. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53.
Miller, R. B., & Brickman, S. J. (2004). A Model of Future-Oriented Motivation and Self-Regulation. Educational Psychology Review, 16(1), 9-33. https://doi.org/10.1023/B:EDPR.0000012343.96370.39
Norouzi, H., Tayebzadeh, M., & Shojaa, A. (2018). Investigating the mediating role of electronic word-of-mouth advertising in the relationship between the dimensions of empirical marketing and consumer buying intent (case study: mobile internet market). Two scientific research quarterly journals of Shahed University, 25(11), 104-119. https://www.sid.ir/fa/Journal/ViewPaper.aspx?id=481683 (In Persian)
Rahimnia, F., Ramezani, Y., & Zargaran, S. (2019). The effect of user interaction on social media on shopping intention through attitude towards the brand and mental norms. Quarterly Journal of Modern Marketing Research, 32(1), 52-33. (In Persian)
Ramkumara, M., Schoenherrb, T., Wagnera, S., & Jenamanic, M. (2019). Q-TAM: A quality technology acceptance model for predicting organizational buyers’ continuance intentions for e-procurement services. International Journal of Production economics, 216, 333-348.
Rezaei Dolatabadi, H., Joshiar Najafabadi, L., Khazaei Money, J., & Varij Kazemi, R. (2013). Analyzing the impact of corporate social responsibility on the symbolic image, functional image and brand loyalty Business Management, 5. https://doi.org/10.22059/jibm.2013.36024 (In Persian)
Saeeda Ardakani, S., & Jahanbazi, N. (2015). The effect of store image on customers' purchase intention: trust and risk perceived as moderating variables. Journal of modern marketing research, 5(2), 53-72. https://nmrj.ui.ac.ir/article_17778_66e8af529fcadcb696fab823c8be0681.pdf (In Persian)
Salari, A., & Maroosi, A. (2018). The survey of the factors affecting adoption of information and communication technology by saffron farmer. Rural Development Strategies. (In Persian)
Thatcher, J. B., Wright, R. T., Sun, H., Zagenczyk, T. J., & Klein, R. (2018). Mindfulness in information technology use: Definitions, distinctions, and a new measure. . MIS Quarterly, 42(3), 831-848.
Vahdat, A., Alizadeh, A., Quach, S., & Hamelin, N. (2020). Would you like to shop via mobile app technology? The technology acceptance model, social factors and purchase intention. Australasian Marketing Journal.
Yao, T., Qi, Q., & Wei, Y. (2019). Retaining hotel employees as internal customers: Effect of organizational commitment on attitudinal and behavioral loyalty of employees. International Journal of Hospitality Management, 76, 1-8.
Yim, Y., Sauer, P., Williams, J., Lee, S. J., & Macrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4), 363-389.