Designing a Model of Customers' Purchase Intention with Emphasis on Social Media: Based on Grounded Theory
محورهای موضوعی : Strategic planning
شایان بصیر
1
(دانشجوی دکتری، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
محمدرضا آزاده دل
2
(استادیار، گروه مدیریت دولتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
مریم اوشک سرایی
3
(استادیار، گروه مدیریت صنعتی، واحد رشت، دانشگاه آزاد اسلامی رشت، ایران)
کلید واژه: social media, customers' purchase intention, Users of Hamrahe Aval, organic industries,
چکیده مقاله :
Abstract: This research aimed to design a model to explore customers' purchase intention in the organic industry among the users of Hmrahe Aval. The qualitative study adopted the grounded theory approach. The statistical population consisted of professors, specialists, and experts with a minimum of 15 years of experience in the fields of organic products, marketing, and sales. Using purposive sampling, a sample of 15 individuals was selected. Data were collected through semi-structured interviews, and the MAXQDA software was employed at all stages of analysis. Reliability and validity were checked by participant reviews and input from non-participating experts. The data and findings were validated by incorporating corrective comments into the final model. Data analysis was based on the techniques recommended by Strauss and Corbin (grounded theory), involving the identification of causal conditions, contextual conditions, core phenomena, strategies, and consequences. Based on these elements, a comprehensive final model was developed. The results mainly show that traditional and modern media both play an effective role in purchasing intention. However, the role of traditional media is still greater. Gradually, the present project aimed to increase the use of standardized social media platforms among various customer segments, particularly among the younger ones.
هدف این پژوهش طراحی الگوی تمایل به خرید کاربران همراه اول در صنعت ارگانیک بوده است. این پژوهش از نوع پژوهش­های کیفی بوده که با استفاده از رویکرد مبتنی بر نظریـه داده بنیـاد انجـام شـده است. جامعه آماری این پژوهش شامل اساتید دانشگاه، افراد متخصص و خبرگانی در حوزه محصولات ارگانیک، بازاریابی و فروش بودند که حداقل 15 سال سابقه در حوزه کاری خود داشتند که بر مبنای روش نمونه گیری هدفمند در مجموع تعداد 15 نفر بـه عنـوان نمونه انتخـاب شـدند. داده­ها با روش مصاحبه با روش هدایت کلیات و به صورت نیمه ساختار یافته گردآوری شد. در تمامی مراحل از نرم افزار MAXQDA بهره برده شد. برای به دسـت آوردن اعتبار و روایی داده­ها از دو روش بازبینی مشارکت کنندگان و مرور خبرگان غیـر شـرکت کننـده در پژوهش استفاده شد و اعتبار داده­ها و یافته­ها پس از دریافت نظرات اصلاحی و اعمال آن­ها در مدل یا الگوی نهایی پژوهش تائید شد. داده­ها به روش های معمول در مراحل تحلیل مطابق فنون پیشنهادی اشتراوس و کوربین تحلیل شد. و بـا توجـه بـه شـرایط علّـی، شرایط زمینه­ای و پدیده محوری، راهبردها و پیامدهایی تدوین و مدل نهایی بر اساس آن ارائه شد. نتیجه اصلی این مطالعه کیفی این بود که هر دو رسانه سنتی و مدرن در قصد خرید مشتریان موثرند. با این حال، نقش رسانه های سنتی همچنان بیشتر است. این طرح با هدف افزایش استفاده از پلتفرم‌های استاندارد در رسانه‌های اجتماعی در میان بخش‌های مختلف مشتریان، به‌ویژه در میان جمعیت جوان‌تر انجام گردید.
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