ارائه مدل ارزیابی رفتار خرید بانوان در شبکه‌های اجتماعی با رویکرد کیفی

الموضوعات :

سام رحیم زاده ¹ , رضا ابراهیم زاده دستجردی ² , البرز قیتانی ³ , اکبر اعتباریان خوراسگانی ⁴

1 - دانشجوی دکتری مدیریت فناوری اطلاعات،واحد اصفهان(خوراسگان) ، دانشگاه آزاد اسلامی،اصفهان،ایران.
2 - استادیار گروه مدیریت دولتی و رسانه، واحد اصفهان(خوراسگان)،دانشگاه آزاد اسلامی،اصفهان،ایران. ( نویسنده مسئول )[e-mail]
3 - استادیار گروه مدیریت دولتی و رسانه، واحد اصفهان(خوراسگان)،دانشگاه آزاد اسلامی،اصفهان،ایران.
4 - دانشیار گروه مدیریت دولتی و رسانه، واحد اصفهان(خوراسگان)،دانشگاه آزاد اسلامی،اصفهان،ایران.

تاريخ الإرسال : 01 الجمعة , شعبان, 1443 تاريخ التأكيد : 29 السبت , رمضان, 1443 تاريخ الإصدار : 29 الإثنين , رجب, 1444

الکلمات المفتاحية: نظریه داده بنیاد, شبکه‌های اجتماعی, روش تحقیق آمیخته, رفتار خرید بانوان,

ملخص المقالة :

تحلیل و درک نیازهای بانوان در شبکه‌های اجتماعی و عوامل موثر بر شکل گیری رفتار خرید در آنها باعث می‌شود تا کسب و کارها بتوانند هرچه کارآمدتر به مشتریان خدمات و محصولات خود را ارئه داده و ارتباطات پایدارتری با آنها برقرار کنند. پژوهش حاضر با هدف معرفی مدل تجارت اجتماعی بانوان با رویکرد آمیخته انجام شده و از لحاظ هدف، کاربردی می‌‌‌باشد. در ﺗﺤﻘﯿـﻖ ﺣﺎﺿـﺮ اﺑﺘـﺪا روش ﮐﯿﻔـﯽ ﻣﺒﺘﻨﯽ ﺑﺮ روش داده بنیاد استراس و کوربین (2015) از طریق بررسی مقالات اجرا شد. ﺑـﻪ ﻣﻨﻈـﻮر ﮔﺮدآوری داده‌ها از رویکرد فراترکیب با استفاده از الگوی هفت مرحله‌ای ساندوسکی و باروسو (2007) بهره برده شده است. از کدگذاری باز، محوری و انتخابی مدل پژوهش استخراج گردیده است. ﺑﺮ اﺳﺎس نتایج حاصله مدل نهایی برازش یافته شامل 5 ﻣﻘﻮﻟﻪ اﺻﻠﯽ در ﺣﻮزه ﺷﺮاﯾﻂ ﻋﻠﯽ، 3 ﻣﻘﻮﻟـﻪ اﺻـﻠﯽ در ﺣـﻮزه ﻋﻮاﻣـﻞ ﻣﺪاﺧﻠﻪ ﮔﺮ،3 ﻣﻘﻮﻟﻪ اﺻﻠﯽ در ﺣﻮزه ﻋﻮاﻣﻞ زﻣﯿﻨﻪ‌ای و در ﻧﻬﺎﯾﺖ 2 مقوله اﺻﻠﯽ در ﺣﻮزه ﭘیﺎﻣﺪﻫﺎ می‌‌‌باشد. نتایج حاصل از این تحقیق می‌تواند به مالکین کسب و کارهای تجارت الکترونیک و سنتی در جهت ارتقا ارتباط با مصرف‌‌کنندگان و همچنین افزایش سودآوری کسب کارها موثر باشد.

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Ho, R. C., & Rezaei, S. (2018). Social Media Communication and Consumers Decisions: Analysis of the Antecedents for Intended Apps Purchase. Journal of Relationship Marketing, 17(3), 204–228. https://doi.org/10.1080/15332667.2018.1492322

Hung, S.-Y., Yu, A. P.-I., & Chiu, Y.-C. (2017). Investigating the factors influencing small online vendors’ intention to continue engaging in social commerce. Journal of Organizational Computing and Electronic Commerce, 28(1), 9–30. https://doi.org/10.1080/10919392.2018.1407077

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Kim, S.-B., Sun, K.-A., & Kim, D.-Y. (2013). The Influence of Consumer Value-Based Factors on Attitude-Behavioral Intention in Social Commerce: The Differences between High- and Low-Technology Experience Groups. Journal of Travel & Tourism Marketing, 30(1-2), 108–125. https://doi.org/10.1080/10548408.2013.751249

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Lin, J., Li, L., Yan, Y., & Turel, O. (2018). Understanding Chinese consumer engagement in social commerce. Internet Research, 28(1), 2–22. https://doi.org/10.1108/intr-11-2016-0349

Osatuyi, B., & Turel, O. (2019). Social motivation for the use of social technologies. Internet Research, 29(1), 24–45. https://doi.org/10.1108/intr-09-2017-0338

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Qin, L. (2017). A Cross-Cultural Study of Interpersonal Trust in Social Commerce. Journal of Computer Information Systems, 60(1), 26–33. https://doi.org/10.1080/08874417.2017.1383865

Qin, L., & Kong, S. (2015). Perceived Helpfulness, Perceived Trustworthiness, and Their Impact upon Social Commerce Users’ Intention to Seek Shopping Recommendations. Journal of Internet Commerce, 14(4), 492–508. https://doi.org/10.1080/15332861.2015.1103634

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Varah, F., Mahongnao, M., Pani, B. and Khamrang, S. (2020), “Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior”, Environment, Development and Sustainability, available at:http://doi.org/10.1007/s10668-020-01018-z.

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Liu, W., Lin, C., Lee, Y. and Deng, D., 2013. On gender differences in consumer behavior for online financial transaction of cosmetics. Mathematical and Computer Modelling, 58(1-2), pp.238-253.

Breinizadeh, M and Hosseini, M. (2018), Predictions and aftermath of impulse buying behaviour: Determining Priorities and Presenting the Model Using the Delphi and Dimetall Combined Method, Journal of Business Strategies, 25 (11), 1-19, (In persian)

Bakhtiar Nasrabadi, H., Hasangholipour Yasouri, T., Mira, S.A., & Vedadhir, A.A. (2020). IDeveloping a Model of Consumer behavior in Life Insurance ‌A study based on Grounded Theory‌. Consumer Behavior Studies Journal, 7 (1), 217-244.

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Bianchi, C., Andrews, L., Wiese, M., & Fazal-E-Hasan, S. (2017). Consumer intentions to engage in s-commerce: a cross-national study. Journal of Marketing Management, 1–31.

Boonme, K., Han, B., & Prybutok, V. R. (2015). Group inference: A silent voice for the buyer’s decision-making. Journal of Decision Systems, 25(1), 1–15.

Chen, C.-C., Hsiao, K.-L., & Wu, S.-J. (2018). Purchase intention in social commerce. Library Hi Tech, 36(4), 583–604.

Chinje, N., & Chinomona, R. (2018). The Influence of Trust and Ease of Use of Social Media Platforms on South Africa’s Generation Y Social Media Use Intention and Information Sharing. Social Media Marketing, 93–112.

Corbin, J. (2015). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. Thousand Oaks, USA: SAGE Publications, Incorporated.

Curty, R. G., & Zhang, P. (2011). Social commerce: Looking back and forward. Proceedings of the American Society for Information Science and Technology, 48(1), 1–10.

Davies, G. H., Roderick, S., & Huxtable-Thomas, L. (2018). Social commerce Open Innovation in healthcare management: an exploration from a novel technology transfer approach. Journal of Strategic Marketing, 27(4), 356–367.

Dutta, N., & Bhat, A. (2016). Exploring the Effect of Store Characteristics and Interpersonal Trust on Purchase Intention in the Context of Online Social Media Marketing. Journal of Internet Commerce, 15(3), 239–273.

Fu, S., Xu, Y., & Yan, Q. (2017). Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce. Journal of Strategic Marketing, 27(2), 100–118.

Goodman, J.K. and Malkoc, S.A. (2012), ‌Choosing Here and Now versus There and Later: The Moderating Role of Psychological Distance on Assortment Size Preferences‌, Journal of Consumer Research, Vol. 39 No. 4:751–768.

Gurd, B. (2008), ‌Remaining consistent with method? An analysis of grounded theory research in accounting‌, Qualitative Research in Accounting & Management, Vol. 5 No. 2:122-138. 

Glaser, B. G. (1999). The Future of Grounded Theory. Qualitative Health Research, 9(6), 836–845.

Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144–154.

Hazari, S., Bergiel, B. J., & Sethna, B. N. (2016). Hedonic and utilitarian use of user-generated content on online shopping websites. Journal of Marketing Communications, 23(6), 572–591.

Ho, R. C., & Rezaei, S. (2018). Social Media Communication and Consumers Decisions: Analysis of the Antecedents for Intended Apps Purchase. Journal of Relationship Marketing, 17(3), 204–228.

Hung, S.-Y., Yu, A. P.-I., & Chiu, Y.-C. (2017). Investigating the factors influencing small online vendors’ intention to continue engaging in social commerce. Journal of Organizational Computing and Electronic Commerce, 28(1), 9–30.

Ju, J., & Ahn, J.-H. (2016). The effect of social and ambient factors on impulse purchasing behavior in social commerce. Journal of Organizational Computing and Electronic Commerce, 26(4), 285–306.

Kim, J. B. (2015). The Mediating Role of Presence on Consumer Intention to Participate in a Social Commerce Site. Journal of Internet Commerce, 14(4), 425–454.

Kim, S.-B., Sun, K.-A., & Kim, D.-Y. (2013). The Influence of Consumer Value-Based Factors on Attitude-Behavioral Intention in Social Commerce: The Differences between High- and Low-Technology Experience Groups. Journal of Travel & Tourism Marketing, 30(1-2), 108–125.

Kim, Y. A., & Srivastava, J. (2007). Impact of social influence in e-commerce decision making. Proceedings of the Ninth International Conference on Electronic Commerce - ICEC '07.

Liu, W., Lin, C., Lee, Y. and Deng, D., (2013). On gender differences in consumer behavior for online financial transaction of cosmetics. Mathematical and Computer Modelling, 58(1-2), pp.238-253.

Lee, K., Lee, B., & Oh, W. (2015). Thumbs Up, Sales Up? The Contingent Effect of Facebook Likes on Sales Performance in Social Commerce. Journal of Management Information Systems, 32(4), 109–143.

Liang, T.-P., & Turban, E. (2011). Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce. International Journal of Electronic Commerce, 16(2), 5–14.

Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2011). What Drives Social Commerce: The Role of Social Support and Relationship Quality. International Journal of Electronic Commerce, 16(2), 69–90.

Lin, J., Li, L., Yan, Y., & Turel, O. (2018). Understanding Chinese consumer engagement in social commerce. Internet Research, 28(1), 2–22.

Martin, J.J. (2017), ‌Theory of Planned Behavior and Stages of Change Models‌, Oxford Scholarship Online, available at:http://doi.org/10.1093/oso/9780190638054.003.0035.

Mishra, P. and Sarkar, R. (2018), ‌Is customer-centric sustainability an element of marketing strategy?‌, Business Strategies for Sustainability:116–130.

Osatuyi, B., & Turel, O. (2019). Social motivation for the use of social technologies. Internet Research, 29(1), 24–45.

Round desert, a. (2015). Relationship between self-esteem, achievement motivation, and academic achievement in third year high school students in Tehran. Psychological Studies, 1 (5-4), 131-144.

Park, M.-S., Shin, J.-K., & Ju, Y. (2014). The Effect of Online Social Network Characteristics on Consumer Purchasing Intention of Social Deals. Global Economic Review, 43(1), 25–41.

Samiei Zafarghandi, Adeleh, Nayebzadeh, Dehghan Dehnavi. (2015). Investigating the effect of value, effectiveness and perceived risk by the consumer on the intention to buy green products (Case study: Students of Islamic Azad University, Tehran Science and Research Branch). Marketing Management, 10 (27), 79-99.

Sharma, S., Menard, P., & Mutchler, L. A. (2017). Who to Trust? Applying Trust to Social Commerce. Journal of Computer Information Systems, 59(1), 32–42.

Sandelowski, M., & Barroso, J. (2007). Handbook for synthesizing qualitative research. New York, NY: SpringerPublishing.

Shin, D.-H. (2013). User experience in social commerce: in friends we trust. Behaviour & Information Technology, 32(1), 52–67.

Qin, L. (2017). A Cross-Cultural Study of Interpersonal Trust in Social Commerce. Journal of Computer Information Systems, 60(1), 26–33.

Shan, Y. and King, K.W. (2015), ‌The Effects of Interpersonal Tie Strength and Subjective Norms on Consumers' Brand-Related eWOM Referral Intentions‌, Journal of Interactive Advertising, Vol. 15 No. 1:16–27.

Sohrabi, S. and Aghighi, M. (2018), The Effects of Cognitive and Emotional Assessment of Consumers on Diversification of Purchasing in Chain Stores, Journal of Afagh Humanities, 14, 29-46, (In Persian)

Qin, L., & Kong, S. (2015). Perceived Helpfulness, Perceived Trustworthiness, and Their Impact upon Social Commerce Users’ Intention to Seek Shopping Recommendations. Journal of Internet Commerce, 14(4), 492–508.

 Torabi, Fatemeh, Rahimi Nik, Azam, Ismailpour, Hassan, Vedadi, Ahmad. (2019). Explaining the Consumer Purchasing Behavior Model in Choosing Pleasant Products with a Blended Approach (Case Study: Always Discount Chain Stores). Consumer Behavior Studies, 6 (1), 81-103.

Um, N.-H. (2018). Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites. Journal of Promotion Management, 25(4), 500–519. https://doi.org/10.1080/10496491.2018.1448324

Wang, T., Yeh, R. K.-J., & Yen, D. C. (2015). Influence of Customer Identification on Online Usage and Purchasing Behaviors in Social Commerce. International Journal of Human-Computer Interaction, 31(11), 805–814.

Williams, D. E. (2014). Integrating the conceptual domains of social commerce: a meta-theoretical perspective. The International Review of Retail, Distribution and Consumer Research, 24(4), 361–410.

Wu, Y.-L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce. Internet Research, 28(1), 74–104.

Yang, X. (2019). How perceived social distance and trust influence reciprocity expectations and eWOM sharing intention in social commerce. Industrial Management & Data Systems, 119(4), 867–880.

Zhang, K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86.

Ogiemwonyi, O. and Harun, A.B. (2020), ‌Green product awareness has the potential to promote green consumer behaviour: Evidence from Kuala-Lumpur‌, Israel Journal of Ecology and Evolution:1–12.

Varah, F., Mahongnao, M., Pani, B. and Khamrang, S. (2020), ‌Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior‌, Environment, Development and Sustainability, available at:http://doi.org/10.1007/s10668-020-01018-z.