بررسی عوامل مؤثر بر رفتار مصرف‌کننده در شبکه‌های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران

2 استادیار مرکز مطالعات مدیریت و توسعه فناوری، دانشگاه تربیت مدرس، تهران، ایران، گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران

3 استادیار گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

استفاده از شبکه‌های اجتماعی به‌صورت فزاینده در حال رشد می‌باشد. در ایران نیز در سال‌های اخیر شبکه‌های اجتماعی متفاوتی ارائه‌شده است که در مقاطعی مورداستفاده قرارگرفته است. این شبکه‌ها عمدتاً در قالب پلتفرم‌های تلفن همراه ارائه می‌شوند. استفاده از این شبکه‌ها در بین گروه‌های مختلف جامعه رونق بالایی یافته است. هدف اصلی این تحقیق ارائه مدل رفتار مصرف‌کنندگان ایرانی شبکه‌های اجتماعی می‌باشد. روش این تحقیق کاربردی، همبستگی و پیمایشی بوده است. در این تحقیق جامعه آماری شامل کاربران شبکه‌های اجتماعی به‌منظور بررسی برازش مدل نهایی بوده‌اند. با استفاده از جدول مورگان حجم نمونه برابر 384 نفر تعیین گردید. روش نمونه‌گیری در این تحقیق تصادفی ساده بوده است. به‌منظور سنجش شاخص‌های تحقیق بر اساس ادبیات تحقیق پرسشنامه محقق ساخته تهیه گردید که پایایی آن با استفاده از ضریب آلفای کرونباخ (75/0) و روایی آن با استفاده از تحلیل عاملی تأییدی و شاخص‌های برازش مورد تائید قرار گرفت. بازه زمانی تحقیق و توزیع پرسشنامه ها در سال 1400 بوده است. نتایج این تحقیق به تائید ارتباط بین 7 شاخص اصلی در قالب کارکردها، قابلیت‌ها، حریم خصوصی، محتوی شبکه‌ها، عوامل بازاریابی، روان‌شناختی و محیطی با رفتار مصرف‌کننده در شبکه‌های اجتماعی انجامید. بر اساس نتایج کسب‌شده می‌توان نتیجه گرفت زیربنای تئوریکی تحقیق معتبر بوده و مدل/ مقیاس توسعه داده‌شده، برای سنجش رفتار مصرف‌کنندگان ایرانی در شبکه‌های اجتماعی مناسب بود.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating FactorsA consumer Behavior in Social Networks

نویسندگان [English]

  • Mehran Shirzad 1
  • Mohammad Aghaei 2
  • Nader Gharibnavaz 3
1 Ph.D. Student in Business Management Department, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor, Center for Management Studies and Technology Development, Tarbiat Modares University, Tehran, Iran. Business Management Department, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Business Administration, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Extended Abstract
Abstract
The use of social media is increasing. In Iran, in recent years, different social media have been presented. These networks are mainly offered in the form of mobile platforms. The primary purpose of this study is to present a model of Iranian consumers' behavior on social networks. The method of this research was applied correlation and survey. In this study, the statistical population included social network users to examine the fit of the final model. Using the Morgan table, the sample size was 384 people. The sampling method was Simple random sampling. In order to measure the research indicators, a researcher-made questionnaire was prepared based on the research literature. Its Reliability was confirmed using Cronbach's alpha coefficients (0.75), and its validity was confirmed using CFA and fit indices. This research was implemented in 2021, and the questionnaire was also distributed in the summer of this year. The results of this research confirmed the relationship between 7 leading indicators in the form of functions, usability, privacy, network content, marketing, and psyxchological and environmental factors with consumer behavior in social networks. Based on the obtained results, the theoretical basis of the research was valid, and the developed model/scale was suitable for measuring the behavior of Iranian consumers in social networks.
Introduction
Today, social networks play an essential role in the general public's lives. The age of using social networks in Iran has reached below seven years. Moreover, this issue has caused attention to the need to implement and develop social networks. Meanwhile, knowing the behavior of Iranian consumers in social networks can be effective as an essential issue in knowing the behavior patterns of people in these networks. A subject that many domestic and international companies have always considered.
Case study
In this research, the statistical population included social network users to check the fit of the final model. Using Morgan's table, the sample size was determined to be 384 people. The sampling method in this research was random simple. 
Materials and Methods
In order to measure research indicators, a researcher-made questionnaire was prepared based on research literature, its reliability was confirmed using Cronbach's alpha coefficient (0.75), and its validity was confirmed using confirmatory factor analysis and fit indices. The period of research and distribution of questionnaires was 1400. In this research, AMOS software uses structural equation modeling to investigate the relationship between influential factors and consumer behavior. The results of this research confirmed the relationship between 7 main indicators in the form of functions, capabilities, privacy, network content, marketing, psychological and environmental factors with consumer behavior in social networks.
Discussion and Results
The research results have shown the appropriate validity and reliability of the research tool. Also, in the examination of the fit indices of the conceptual model in the first and second orders, the values of the fit indices, such as chi-square on the degree of freedom and RMSEA, were calculated at the standard level. Therefore, the investigated model also has a suitable fit. Also, the critical ratios for all seven variables, including content, privacy, usability, functions and marketing, and environmental and psychological factors, were calculated at a level above 1.96, which can be concluded that these variables have a positive and significant effect on explaining/forming the main structure. This research means the behavior of Iranian consumers on social networks. In other words, the developed model was suitable for measuring the behavior of Iranian consumers concerning social networks.
Conclusion
The results of this research have shown that consumer behavior can be through attention to privacy, network functions, network capabilities, content management, psychological and personal dimensions, marketing, and environmental factors that these factors are in a social network. It can influence the consumption behavior of users. Therefore, to implement or exploit internal and external social networks, paying attention to these factors can guide researchers and experts in the field of social networks.

کلیدواژه‌ها [English]

  • Social network
  • consumer behavior
  • factor analysis
  • Mobile Platforms

مراجع

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پژوهش های مدیریت عمومی
دوره 16، شماره 61 - شماره پیاپی 61
(علمی -پژوهشی)
آبان 1402
صفحه 293-318

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