شناسایی سبک‌های زندگی الکترونیکی جمعیت شهرنشین ایران

محورهای موضوعی : کالبدی

حلیم بردی قره جه ¹ , هرمز مهرانی ² , حسین دیده خانی ³ , روح اله سمیعی ⁴

1 - گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران
2 - گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران
3 - گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران،
4 - گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی،علی آباد کتول،ایران

تاریخ دریافت : 1399/05/03 تاریخ پذیرش : 1400/01/21 تاریخ انتشار : 1400/04/01

کلید واژه: خوشه بندی, سبک زندگی, سبک زندگی الکترونیکی, دلفی فازی,

چکیده مقاله :

امروزه با گسترش استفاده از اینترنت و وسایل الکترونیکی برخلاف تعاریف گذشته با سبک زندگی الکترونیکی روبرو هستیم. این پژوهش، به دنبال شناسایی انواع سبک‌‌‌های زندگی الکترونیکی جمعیت شهری ایران هست که در دو گام صورت پذیرفت. در گام اول با مرور ادبیات مرتبط و همچنین نظر خواهی از 25 خبره با استفاده از روش دلفی فازی به شناسایی مولفه‌های تاثیرگذار در سبک زندگی الکترونیکی ایرانی‌ها پرداخت. گردش‌های دلفی فازی در دو دور صورت گرفت که حاصل آن شناسایی 13 مولفه بود. در گام دوم، پرسشنامه‌ای با استفاده از نظرات خبرگان و همچنین بررسی ادبیات گذشته، طراحی گردید و در بین نمونه که با استفاده از روش نمونه‌گیری خوشه‌ای-فضایی چند مرحله‌ای به تعداد 970 انتخاب شده بود، توزیع گردید. برای تعیین تعداد خوشه‌ها از تحلیل عاملی استفاده شد که حاصل آن پنج خوشه بود و جهت شناسایی سبک‌های زندگی الکترونیکی از روش خوشه بندی استفاده گردید و ویژگی‌های این پنج نوع سبک زندگی شناسایی شد. این خوشه‌ها براساس نوع رفتار آنها تعامل‌گراها، منفی نگرها، پیشگامان، ضرورت‌گراها و لذت‌گراها نامگذاری گردید.

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