ﺷﻨﺎﺳﺎﯾﯽ ﻣﻮﻟﻔﻪﻫﺎي ﻓﻀﺎي ﮐﺴﺐوﮐﺎر ﺑﺎ روﯾﮑﺮد ﺗﺠﺎرت ﺑﺼﺮي در ﮐﺴﺐوﮐﺎرﻫﺎي ﻧﻮﭘﺎ ﺑﺎ روش ﻧﻈﺮﯾﻪ دادهﺑﻨﯿﺎد

Design and validation of digital start-up business space model based on visual commerce

ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ ﺷﻨﺎﺳﺎﯾﯽ ﻣﻮﻟﻔﻪﻫﺎي ﻓﻀﺎي ﮐﺴﺐوﮐﺎر ﺑﺎ روﯾﮑﺮد ﺗﺠﺎرت ﺑﺼﺮي در ﮐﺴﺐوﮐﺎرﻫﺎي ﻧﻮﭘﺎ ﻣﯽﺑﺎﺷﺪ. اﯾﻦ ﭘﮋوﻫﺶ از ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي، از ﻧﻈﺮ ﻣﺎﻫﯿﺖ اﮐﺘﺸﺎﻓﯽ و از ﻧﻈﺮ روش ﮔﺮدآوري دادهﻫﺎ ﮐﯿﻔﯽ و ﺑﺎ روش دادهﺑﻨﯿﺎد اﻧﺠﺎم ﺷﺪه اﺳﺖ. در ﻣﺮﺣﻠﻪ اول ﺑﺎ ﺑﻬﺮهﮔﯿﺮي از ﻣﺒﺎﻧﯽ ﻧﻈﺮي، ﭘﯿﺸﯿﻨﻪ ﺗﺤﻘﯿﻖ و ﻣﺼﺎﺣﺒﻪ ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ ﺑﻪ اﺳﺘﺨﺮاج ﻣﻔﺎﻫﯿﻢ ﭘﺮداﺧﺘﻪ ﺷﺪ. در ﻣﺮﺣﻠﻪ ﻣﺼﺎﺣﺒﻪ، ﺗﯿﻢ ﻣﺸﺎرﮐﺖﮐﻨﻨﺪه ﻣﺘﺸﮑﻞ از ﺧﺒﺮﮔﺎن داﻧﺸﮕﺎﻫﯽ و ﻣﺪﯾﺮان ﮐﺴﺐوﮐﺎر ﻣﯽﺑﺎﺷﺪ ﮐﻪ ﺑﻪ روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﻫﺪﻓﻤﻨﺪ و ﺑﻪ ﺷﯿﻮه ﮔﻠﻮﻟﻪﺑﺮﻓﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﻓﺮآﯾﻨﺪ ﺟﻤﻊآوري دادهﻫﺎ ﺗﺎ ﺟﺎﯾﯽ اداﻣﻪ ﭘﯿﺪا ﮐﺮد ﮐﻪ ﻣﺤﻘﻖ ﺑﻪ ﻣﺮز اﺷﺒﺎع ﻧﻈﺮي در ﻣﺼﺎﺣﺒﻪ 17ام رﺳﯿﺪ و ﻣﻔﺎﻫﯿﻢ ﻣﺮﺗﺒﻂ ﺑﺎ ﭘﺪﯾﺪه ﻣﻮردﻧﻈﺮ ﺗﮑﺮاري ﺷﺪه و ﻣﻄﻠﺐ ﺟﺪﯾﺪي اﺿﺎﻓﻪ ﻧﺸﺪ. ﺳﭙﺲ ﺑﺎ اﺳﺘﻔﺎده از روش دادهﺑﻨﯿﺎد ﺑﻪ ﮐﺪﮔﺬاري ﻣﻔﺎﻫﯿﻢ اﺳﺘﺨﺮاج ﺷﺪه ﭘﺮداﺧﺘﻪ ﺷﺪ. ﭘﺲ از آن ﺳﭙﺲ اﻋﺘﺒﺎرﭘﺬﯾﺮي و اﻋﺘﻤﺎدﭘﺬﯾﺮي ﯾﺎﻓﺘﻪﻫﺎي ﺗﺤﻘﯿﻖ ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﮔﺮﻓﺖ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﻋﻮاﻣﻞ ﻓﻀﺎي ﻣﺤﯿﻄﯽ ﭘﻮﯾﺎ، ﮐﯿﻔﯿﺖ اﺣﺴﺎس ﺑﺮاﻧﮕﯿﺰ، ﮐﯿﻔﯿﺖ ﮐﺎﻟﺒﺪي ﻓﻀﺎي ﮐﺴﺐوﮐﺎر و ﮐﯿﻔﯿﺖ ﺑﺼﺮي از ﻋﻮاﻣﻞ ﻋﻠّﯽ ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﭘﺎﺳﺦدﻫﯽ ﻣﺤﯿﻄﯽ و ﮐﯿﻔﯿﺖ ادراﮐﯽ ذﻫﻨﯽ از ﻋﻮاﻣﻞ زﻣﯿﻨﻪاي ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﺳﻄﺢ ﺑﺮاﻧﮕﯿﺨﺘﮕﯽ ﺑﯿﺶ ازﺣﺪ، ﻧﻮع ﮐﺴﺐوﮐﺎر دﯾﺠﯿﺘﺎل و ﺳﺎزوﮐﺎرﻫﺎي ﺣﺎﮐﻢ ﺑﺮ ﮐﺴﺐوﮐﺎر از ﻋﻮاﻣﻞ ﻣﺪاﺧﻠﻪﮔﺮ ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﺳﺮﻣﺎﯾﻪﮔﺬاري ﺟﺴﻮراﻧﻪ در ﺗﺠﺎرت ﺑﺼﺮي و اﺳﺘﺨﺪام ﻃﺮاح ﺑﺼﺮي از راﻫﺒﺮدﻫﺎي ﻓﻀﺎي ﮐﺴﺐوﮐﺎر ﺑﺎ روﯾﮑﺮد ﺗﺠﺎرت ﺑﺼﺮي در ﮐﺴﺐوﮐﺎرﻫﺎي ﻧﻮﭘﺎ ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﭘﯿﺎﻣﺪ ﺗﻮﺳﻌﻪ ﮐﺴﺐوﮐﺎر، ارﺗﻘﺎي رﺿﺎﯾﺘﻤﻨﺪي ﻣﺸﺘﺮي و ﻣﺪﯾﺮﯾﺖ ﺑﻬﯿﻨﻪ ﮐﺴﺐوﮐﺎر ﺧﻮاﻫﻨﺪ ﺑﻮد. ﻟﺬا ﭘﯿﺸﻨﻬﺎد ﻣﯽﮔﺮدد ﻋﻨﺎﺻﺮ ﺑﺼﺮي را در ﻓﻀﺎي ﮐﺴﺐوﮐﺎر ﭘﯿﻮﻧﺪ داده و از ﻃﺮﯾﻖ ﻧﻤﺎدﻫﺎ در اذﻫﺎن اﯾﺠﺎد ﺧﺎﻃﺮه ﺑﺼﺮي ﻧﻤﻮد.

The purpose of this research was to design and validate a digital business space model based on visual commerce. The research method is heuristic. The statistical population in the qualitative section included academic experts and activists specializing in the field of digital start-ups. In the qualitative part of targeted sampling by snowball and judgment method and in the quantitative part of simple random sampling method based on Cochran's sample size formula, 110 managers of digital business companies in Golestan province were randomly selected to test the model. The research tools in the qualitative part were interviews with experts and in the quantitative part were questionnaires. Reliability In the qualitative part, two methods of retesting and the method of internal agreement between the coders were used and in the quantitative part, Cronbach's alpha coefficient was used and confirmed. In the qualitative part, similar categories were merged and finally 75 general data were obtained. In the next step, the encoded data were classified into 32 categories and 14 selected categories in the form of axial coding. In the quantitative part, using confirmatory factor analysis, the model was examined and the fit of the experimental model was determined. In general, the results of the structural model showed that the proposed model has sufficient validity that the structural equation model was analyzed using pls software and the fit of the measurement, structural and general models of the model was tested.