شناسایی عوامل مؤثر بر مزایای ادراک شده تجارت اجتماعی مشتریان زن خرده فروشی‌های آنلاین
الموضوعات :
منیره قهرمانی شهرکی
1
,
سهیلا زرین جوی الوار
2
,
نرگس ابراهیمی
3
1 - دانشگاه آزاد اسلامی واحد آبادان، گروه مدیریت بازرگانی، آبادان، ایران.
2 - دانشگاه آزاد اسلامی واحد آبادان، گروه مدیریت بازرگانی، آبادان، ایران.
3 - دانشگاه آزاد اسلامی واحد آبادان، گروه مدیریت بازرگانی، آبادان، ایران.
الکلمات المفتاحية: مزایای ادراک‌شده, مشتریان زن خرده فروشی‌های آنلاین, تجارت اجتماعی,
ملخص المقالة :
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.
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