تاثير ارزش استراتژيك تجارت الكترونيك بر پذيرش آن در شركت هاي كوچك و متوسط صنايع غذايي قزوين

Effects of strategic values of e-commerce on adopting e-commerce in food industry SMEs at Qazvin

ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ، ﺗﺒﯿﯿﻦ ﺗﺎﺛﯿﺮ ارزش اﺳﺘﺮاﺗﮋﯾﮏ ﺗﺠﺎرت اﻟﮑﺘﺮوﻧﯿﮏ ﺑﺮ ﭘﺬﯾﺮش آن در ﺷﺮﮐﺖﻫﺎي ﮐﻮﭼﮏ و ﻣﺘﻮﺳﻂ ﺻﻨﺎﯾﻊ ﻏﺬاﯾﯽ ﻗﺰوﯾﻦ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف، ﮐﺎرﺑﺮدي و از ﻧﻈﺮ روش ﮔﺮدآوري اﻃﻼﻋﺎت و دادهﻫﺎ، ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ اﺳﺖ، ﮐﻪ اﻃﻼﻋﺎت ﻣﻮرد ﻧﯿﺎز از ﻃﺮﯾﻖ ﻣﻄﺎﻟﻌﺎت ﮐﺘﺎﺑﺨﺎﻧﻪاي ﺑﻪوﺳﯿﻠﻪ ﻓﯿﺶﺑﺮداري و دادهﻫﺎي ﻣﻮرد ﻧﯿﺎز از ﻃﺮﯾﻖ ﻣﻄﺎﻟﻌﺎت ﻣﯿﺪاﻧﯽ ﺑﻪوﺳﯿﻠﻪ ﭘﺮﺳﺸﻨﺎﻣﻪ ﮔﺮدآوري ﺷﺪﻧﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري، ﻣﺪﯾﺮان ﺷﺮﮐﺖﻫﺎي ﮐﻮﭼﮏ و ﻣﺘﻮﺳﻂ ﺻﻨﺎﯾﻊ ﻏﺬاﯾﯽ ﻗﺰوﯾﻦ ﺑﻮدﻧﺪ، ﮐﻪ ﺑﺮاﺳﺎس ﺟﺪول ﻣﻮرﮔﺎن، 194 ﻧﻤﻮﻧﻪ ﺑﻪ روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﺗﺼﺎدﻓﯽ ﺳﺎده ﻣﺘﻨﺎﺳﺐ ﺑﺎ ﺣﺠﻢ درون ﺧﻮﺷﻪاي ﻣﻮرد ﻣﻄﺎﻟﻌﻪ ﻗﺮار ﮔﺮﻓﺘﻨﺪ. ﺟﻬﺖ ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ دادهﻫﺎ در راﺑﻄﻪ ﺑﺎ ﺟﻤﻌﯿﺖ ﺷﻨﺎﺧﺘﯽ، از آﻣﺎر ﺗﻮﺻﯿﻔﯽ و در راﺑﻄﻪ ﺑﺎ آزﻣﻮن ﻓﺮﺿﯿﻪﻫﺎ، از آﻣﺎر اﺳﺘﻨﺒﺎﻃﯽ اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد، ﻣﺘﻐﯿﺮ ﭘﺸﺘﯿﺒﺎﻧﯽ ﺷﺮﮐﺖ ﺑﺎ ﺿﺮﯾﺐ 0/79 ﺑﯿﺶﺗﺮﯾﻦ ﺗﺎﺛﯿﺮ را ﺑﺮ ارزش اﺳﺘﺮاﺗﮋﯾﮏ ﺗﺠﺎرت اﻟﮑﺘﺮوﻧﯿﮏ و ﻣﺘﻐﯿﺮ ﺳﻮدﻣﻨﺪي ادراﮐﯽ ﺑﺎ ﺿﺮﯾﺐ 0/70 ﺑﯿﺶﺗﺮﯾﻦ ﺗﺎﺛﯿﺮ را ﺑﺮ ﭘﺬﯾﺮش ﺗﺠﺎرت اﻟﮑﺘﺮوﻧﯿﮏ دارد. ﻫﻤﭽﻨﯿﻦ، ﻣﺘﻐﯿﺮ ارزش اﺳﺘﺮاﺗﮋﯾﮏ ﺗﺠﺎرت اﻟﮑﺘﺮوﻧﯿﮏ ﺑﺎ ﺿﺮﯾﺐ 0/87 ﺑﺮ ﭘﺬﯾﺮش آن، ﺗﺎﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارد.

The purpose of this research is to determine the effects of strategic values of e commerce on adopting e-commerce in Qazvin SMEs, food industry. This research, regarding the purpose is applied and regarding the information and data collection method is descriptive-survey, that the need information gathered through library studies by note taking and the need data gathered through fieldwork studies by questionnaire. The statistical populations were the managers of small and medium-size companies of food industry, that by using the Morgan table, 194 samples studied through simple random sampling method proportionate to the intra-cluster size. For data analysis, about demographic used the descriptive statistic and about hypothesizes test used the inferential statistic. The results showed, the enterprise support variable with the 0.79 factor has the most effect on strategic values of e-commerce and the perceived usefulness variable with the 0.70 factor has the most effect on e-commerce adoption. In addition, strategic values of e commerce variable with the 0.87 factor have positive and meaningful effects on its adoption.