نقش‌ عوامل اجتماعی و فرهنگی در رفتار خرید مصرف‌کنندگان در شبکه‌های اجتماعی

نویسندگان

1 عضو هیئت علمی، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران. (نویسنده مسئول)؛ zdehdashti33@gmail.com

2 2. عضو هیئت علمی دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی ، تهران، ایران

3 3. عضو هیئت علمی دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی ، تهران، ایران

4 دانشجوی دکتری، مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران.

چکیده

 
امروزه بخشی از مشتریان، تمایل به خرید پوشاک از طریق شبکه­های اجتماعی دارند که عوامل مختلفی بر این تمایل مؤثر هستند. یکی از عوامل مهم و تأثیرگذار بر تمایل افراد به خرید پوشاک از طریق شبکه­های اجتماعی، عوامل اجتماعی و فرهنگی است. ازاین‌رو، این پژوهش به دنبال بررسی نقش عوامل اجتماعی و فرهنگی در خرید پوشاک از طریق شبکه­های اجتماعی است. در انجام این تحقیق از روش ترکیبی استفاده شده است. در بخش کیفی با بررسی ادبیات و مصاحبه با فروشندگان فعال در شبکه­های اجتماعی متونی تهیه و کدگذاری گردید. مؤلفه‌ها در چهار مقوله نهایی دسته­بندی و سپس در قالب مدل اولیه ارائه شدند. در بخش کمی، بر اساس مدل اولیه، پرسشنامه­ای تدوین و در اختیار 385 نفر از خریداران پوشاک در شبکه­های قرار گرفت و برای تحلیل داده­ها از روش معادلات ساختاری و برای بررسی نقش میانجی از آزمون سوبل استفاده شد. نتایج به‌دست‌آمده نشان داد که توصیه دوستان، تأیید دیگران و شرایط اجتماعی تأثیر معنی­داری بر اعتماد افراد به شبکه­های اجتماعی دارند و اعتماد افراد، تأثیر معنی­داری بر تمایل مصرف­کننده به خرید پوشاک از طریق شبکه­های اجتماعی دارد.
 

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Social and Cultural Factors in Consumer Purchasing Behavior in Social Networks

نویسندگان [English]

  • Zohreh Dehdashti Shahrokh 1
  • vahid Nasehifar 2
  • Vahid Khashei 3
  • Mitra r Daneshparvar 4
1 Faculty Member, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran (Corresponding Author: zdehdashti33@gmail.com)
2 Faculty Member, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran.
3 ** Faculty Member, Department of Business Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran
4 Ph.D. Student, Business Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran
چکیده [English]

 
Nowadays, some customers tend to buy clothes through social networks, and several factors affect this willingness. One of the important factors influencing people's willingness to buy clothing through social networks is social and cultural factors. Hence, this research seeks to examine the role of social and cultural factors in the purchase of clothing through social networks. In this research, a mixed method has been used. In the qualitative section, texts were transcribed and coded through literature reviews and interviews with active vendors in social networks. The components were categorized into 4 final categories and then presented in the original model. In the quantitative part, based on the original model, a questionnaire was prepared and distributed among 385 apparel buyers in the networks. For data analysis, structural equation method and to examine the mediating role, Sobel test were used. The results showed that friends' recommendations, affirmation of others, and social conditions have a significant effect on the trust of individuals in social networks, and the trust of individuals has a significant effect on the consumer's willingness to buy clothing through social networks.
 

کلیدواژه‌ها [English]

  • Social networks
  • Consumer Purchasing Behavior
  • Social and Cultural Factors
  • Clothing Industry

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