Investigating FactorsA consumer Behavior in Social Networks

Document Type : Research Paper

Authors

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

Abstract

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.

Keywords

References

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Public Management Researches
Volume 16, Issue 61 - Serial Number 61
November 2023
Pages 293-318

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