طراحی الگوی تجارت اجتماعی

نوع مقاله : پژوهشی

نویسندگان

دانشگاه پیام نور.

چکیده

هدف این پژوهش، بررسی نحوه تأثیرگذاری کیفیت رسانه اجتماعی، حضور اجتماعی و ریسک درک­شده (در نقش متغیر میانجی) بر تمایل به انجام تجارت اجتماعی است. جامعه آماری شامل کاربران رسانه­های اجتماعی شهر اصفهان می­باشد. الگوی مفهومی پژوهش، برگرفته از مبانی نظری و پژوهش­های تجربی تدوین و با استفاده از نرم­افزار Smart PLS تحلیل شد. بر اساس نتایج، کیفیت رسانه اجتماعی و حضور اجتماعی، هر دو بر تمایل کاربر به انجام تجارت اجتماعی تأثیر مثبت می­گذارند. علاوه بر آن، کیفیت رسانه اجتماعی بر ریسک درک­شده کاربر تأثیر منفی دارد. ریسک درک­شده، بر تمایل به تجارت اجتماعی، تأثیر منفی داشته و در رابطه بین کیفیت رسانه اجتماعی و تمایل به تجارت اجتماعی اثر میانجی جزئی نشان می‌دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing the Pattern of the Social Commerce

نویسندگان [English]

  • Maryam Soleimani
  • Habibollah Danaei
  • Ali Akbar Jowkar
  • Mohammad Mehdi Parhizgar
Payame Noor University
چکیده [English]

This study endeavors to investigate the impact of social media quality and social support on social commerce intention directly and also through the variable of perceived risk. The sample included social media users in Isfahan. The sample size was calculated equal to 214 using SPSS SamplePower software at the confidence level 95%, statistical power 80% and the effect size 5%. Conceptual model of the study was proposed based on theoretical literature and empirical studies and was analyzed via Smart PLS software. According to the results, social media quality and social Presence have a positive and significant effect on user's social commerce intention. Moreover, social media quality has a negative significant effect on user's perceived risk. Perceived risk has a negative significant effect on social commerce intention and it has a partial mediating effect in the relationship between social media quality and social commerce intention. The results of this study explain how social commerce is developed, which, in turn, can facilitate active businesses propose a better social commerce strategy for being successful in this scope.

کلیدواژه‌ها [English]

  • Social Presence
  • Social Commerce Intention
  • Perceived Risk
  • Social Media Quality

مراجع

1. Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3): 263-275.
2. Chang Lee, K., Currás-Pérez, R., Ruiz-Mafé, C., & Sanz-Blas, S. (2013). Social network loyalty: evaluating the role of attitude, perceived risk and satisfaction. Online Information Review, 37(1): 61-82.
3. Chen, Y.-H., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management & Data Systems, 107(1): 21-36.
4. Chen, Y.-H., Hsu, I.-C., & Lin, C.-C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63(9): 1007-1014.
5. Choi, J., Lee, H. J., & Kim, Y. C. (2011). The influence of social presence on customer intention to reuse online recommender systems: the roles of personalization and product type. International Journal of Electronic Commerce, 16(1): 129-154.‏
6. Chen, J., & Shen, X.-L. (2015). Consumers' decisions in social commerce context: An empirical investigation. Decision Support Systems, 79: 55-64.
7. Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of human-computer studies, 59(4): 451-474.
8. Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6): 407-424.‏
9. Golmohammadi, E., Kafcheh, P., Soltanpanah, H. (2013). Leadership Styles and Strategic Thinking in Organizational Level, Journal of Strategic Management Studies, 4(15): 93-114, [In Persian].
10. Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87: 17-27.
11. Hajli, N. (2015). Social commerce constructs theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2): 186-204.
12. Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3): 144-154.
13. Hajli, N., & Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers. Technological Forecasting and Social Change, 94: 350-358.
14. Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers on trust and trust performance. International Journal of Information Management, 33(2): 318-332.
15. 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.
16. 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.
17. Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with Web site success in the context of electronic commerce. Information & Management, 38(1): 23-33.
18. Maleki Minbash Razgah., M., Dehghani Soltani, M., Farsizadeh, H. (2005). The effect of Internet Banking Image and Electronic Banking  Satisfaction on Attracting and Retaining Customers: The Moderating Effects of &n
فصلنامه مطالعات مدیریت راهبردی
دوره 8، شماره 32
اسفند 1396
صفحه 75-90

فایل ها

سابقه مقاله

  • تاریخ دریافت: 07 اسفند 1395
  • تاریخ بازنگری: 01 خرداد 1398
  • تاریخ پذیرش: 12 دی 1396

هم رسانی

ارجاع به این مقاله

آمار