Analysis of Factors Influencing the Behavior of Users of Social Networks Among Iranian Users
Subject Areas :
zeinab salavati
1
(
Market Research Manager
)
سعید صحت
2
(
دانشیار گروه مدیریت دانشگاه علامه طباطبایی
)
mehran shirzad
3
(
Faculty of Management, Quds City Branch, Islamic Azad University, Tehran, Iran
)
Keywords: Consumer Behavior, Social Networks, Structural Equation Modeling,
Abstract :
Analyzing the behavior of consumers in the field of social networks, with the expansion of tourism in these networks in different countries, is considered vital and important. This analysis can help identify consumption patterns in this field and provide guidance for formulating strategies and decisions related to this field. The main goal of this research was to analyze the behavior of social network users among Iranian users. To carry out this research, the method of structural modeling in the form of factor analysis has been used. In this section, a questionnaire tool has been used for analysis. The validity of this questionnaire has been evaluated and confirmed through construct validity and reliability using Cronbach's alpha coefficient. In order to investigate consumer behavior and effective components, structural equation modeling method was used. The results of this study, while confirming the fit of the final model, have led to the approval of this model. In this research, Imus software was used for data analysis. The results of the research led to the identification of partial indicators in the form of capabilities, privacy of functions and network content.
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