عنوان مقاله :
شناسايي و ساختاردهي عوامل موثر بر توسعه تجارت
عنوان به زبان ديگر :
Factors influencing on social commerce development
پديد آورندگان :
غفاري آشتياني، پيمان دانشگاه آزاد اسلامي واحد اراك - گروه مديريت بازرگاني، اراك، ايران , كشاورز رضايي، مريم دانشگاه آزاد اسلامي واحد اراك - گروه مديريت بازرگاني، اراك، ايران
كليدواژه :
ﺗﻮﺳﻌﻪ ﺗﺠﺎرت اﺟﺘﻤﺎﻋﯽ , ﺷﺒﮑﻪ اﯾﻨﺴﺘﺎﮔﺮام , ﻣﺪل ﺳﺎزي ﺳﺎﺧﺘﺎري ﺗﻔﺴﯿﺮي
چكيده فارسي :
در اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ ﺷﻨﺎﺳﺎﯾﯽ و ﺳﺎﺧﺘﺎردﻫﯽ ﻋﻮاﻣﻞ ﻣﻮﺛﺮ ﺑﺮ ﺗﻮﺳﻌﻪ ﺗﺠﺎرت اﺟﺘﻤﺎﻋﯽ ﺑﺎ ﺗﻤﺮﮐﺰ ﺑﺮ ﺷﺒﮑﻪ اﯾﻨﺴﺘﺎﮔﺮام ﭘﺮداﺧﺘﻪ ﺷﺪ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدي و از ﻧﻈﺮ روش ﺗﻮﺻﯿﻔﯽ و ﭘﯿﻤﺎﯾﺸﯽ ﻣﯽ ﺑﺎﺷﺪ. ﻣﺤﻘﻘﺎن اﺑﺘﺪا ﺑﺎ ﻣﻄﺎﻟﻌﻪ ﭘﮋوﻫﺶ ﻫﺎي ﺻﻮرت ﮔﺮﻓﺘﻪ 10 ﻣﻮرد از ﻋﻮاﻣﻞ اﺛﺮﮔﺬار ﺑﺮ ﺗﻮﺳﻌﻪ ﺗﺠﺎرت اﺟﺘﻤﺎﻋﯽ را ﺷﻨﺎﺳﺎﯾﯽ ﻧﻤﻮدﻧﺪ. ﺳﭙﺲ ﺑﻪ ﺟﻬﺖ ﻏﺮﺑﺎﻟﮕﺮي ﻋﻮاﻣﻞ، از روش دﻟﻔﯽ اﺳﺘﻔﺎده ﺷﺪ ﮐﻪ در آن ﻧﻈﺮات ﺗﺨﺼﺼﯽ 15 ﻧﻔﺮ از ﺧﺒﺮﮔﺎن و ﻣﺘﺨﺼﺼﺎن در زﻣﯿﻨﻪ ﺗﺠﺎرت اﺟﺘﻤﺎﻋﯽ، ﺑﺎزارﯾﺎﺑﯽ، روشﻫﺎي ﻧﻮﯾﻦ در ﺑﺎزارﯾﺎﺑﯽ و ﻫﻤﭽﻨﯿﻦ اﺳﺎﺗﯿﺪ داﻧﺸﮕﺎه ﺟﻤﻊ آوري ﮔﺮدﯾﺪ. روش اﻧﺘﺨﺎب اﯾﻦ اﻓﺮاد ﻏﯿﺮﺗﺼﺎدﻓﯽ ﻗﻀﺎوﺗﯽ ﺑﻮد. ﻧﺘﯿﺠﻪ ﺗﻮزﯾﻊ و ﺟﻤﻊ آوري ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎي دﻟﻔﯽ در دو ﻣﺮﺣﻠﻪ ﻣﺸﺨﺺ ﻧﻤﻮد ﮐﻪ ﺧﺒﺮﮔﺎن روي 7 ﻋﺎﻣﻞ از 10 ﻋﺎﻣﻞ اﺟﻤﺎع ﻧﻈﺮ دارﻧﺪ و ﺳﺎﯾﺮ ﻋﻮاﻣﻞ را رد ﻣﯽ ﮐﻨﻨﺪ. ﺳﭙﺲ ﺑﺮاي ﺳﺎﺧﺘﺎردﻫﯽ ﻋﻮاﻣﻞ ﻧﻬﺎﯾﯽ ﺷﺪه از روش ﻣﺪل ﺳﺎزي ﺳﺎﺧﺘﺎري ﺗﻔﺴﯿﺮي اﺳﺘﻔﺎده ﺷﺪ. ﺑﺮ ﻫﻤﯿﻦ اﺳﺎس ﯾﮏ ﻣﺪل 5 ﺳﻄﺤﯽ ﻣﺤﺎﺳﺒﻪ و ﻃﺮاﺣﯽ ﺷﺪ ﮐﻪ در آن 2 ﻋﺎﻣﻞ ﻣﺸﺨﺼﺎت ﻧﺮم اﻓﺰار اﯾﻨﺴﺘﺎﮔﺮام و ﺗﺠﺮﺑﻪ ﺧﺮﯾﺪ آﻧﻼﯾﻦ ﺑﻪ ﺳﻄﺢ اول، ﻋﺎﻣﻞ ﻣﺸﺨﺼﺎت ﻣﺤﺼﻮل ﺑﻪ ﺳﻄﺢ دوم، ﻋﺎﻣﻞ ﻣﺰﯾﺖ ﻫﺎي ﺧﺮﯾﺪ ﻣﻮﺑﺎﯾﻠﯽ ﺑﻪ ﺳﻄﺢ ﺳﻮم، دو ﻋﺎﻣﻞ ﮐﯿﻔﯿﺖ ﺑﺮﻗﺮاري راﺑﻄﻪ و داﻧﺶ اﺳﺘﻔﺎده از ﺷﺒﮑﻪ ﻫﺎي ﻣﻮﺑﺎﯾﻠﯽ ﺑﻪ ﺳﻄﺢ ﭼﻬﺎرم و ﻋﺎﻣﻞ اﻋﺘﻤﺎد ﺑﻪ اﯾﻨﺴﺘﺎﮔﺮام ﺑﻪ ﺳﻄﺢ ﭘﻨﺠﻢ اﺧﺘﺼﺎص ﯾﺎﻓﺖ. در ﻧﻬﺎﯾﺖ ﺑﺮ اﺳﺎس ﯾﺎﻓﺘﻪ ﻫﺎي ﺑﻪ دﺳﺖ آﻣﺪه، ﭘﯿﺸﻨﻬﺎدات ﮐﺎرﺑﺮدي اراﺋﻪ ﮔﺮدﯾﺪ.
چكيده لاتين :
The paper’s aim is the identification and structuring the factors influence social commerce development by focusing on Instagram. This research is an applied research based on the purpose and descriptive based on the research method. The researchers identified 10 factors influencing social commerce development by studying previous researches. For confirming the factors, the opinions of 15 individuals of experts, professionals and university professors in the field of social commerce and new marketing was collected with Delphi method. The result of distributing and collecting Delphi questionnaires in two steps has shown that professionals have a consensus on 7 of the 10 factors, and other factors have been rejected. Then, ISM method was used for structuration of the finalized factors. A 5 levels model was calculated and designed on this basis, in which, 2 factors of Instagram software and on-line shopping experience were assigned to the 1st level, product specifications factor was assigned to the 2nd level, benefits from shopping by mobile was assigned to the 3rd level, 2 factors of communication establishment and the knowledge of mobile networks usage were assigned to the 4th level and the factor of trust in Instagram was assigned to the 5th level. Finally, applicable suggestions presented according to the derived findings.
عنوان نشريه :
كاوش هاي مديريت بازرگاني