پیش‌زمینه‌ها و پیامدهای مشارکت مصرف‌کنندگان در جوامع مجازی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، . (نویسنده مسئول

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

چکیده

vجوامع مجازی با توجه به امکانات فراهم‌شده در محیط وب و دسترسی وسیعی که به مصرف‌کننده دارد بر فعالیت‌های مرتبط با کسب‌وکار بسیار تأثیرگذار هستند، بنابراین بررسی پیش‌زمینه‌ها و پیامدهای مشارکت مصرف‌کنندگان در جوامع مجازی می‌تواند از جنبه‌های شناختی رفتار مصرف‌کننده، در این محیط رقابتی حائز اهمیت باشد. هدف این تحقیق بررسی پیش‌زمینه‌ها و پیامدهای مشارکت مصرف‌کنندگان در جوامع مجازی است. روش انجام این تحقیق به‌صورت تلفیقی بوده به‌این‌ترتیب که در بخش کیفی مصاحبه‌های نیمه ساختاریافته با 14 نفر از خبرگان انجام پذیرفت و پس از تحلیل نتایج به کمک تکنیک تحلیل محتوا مدل طراحی‌شده در حجم نمونه 384 نفر مورد آزمون کمی قرار گرفت. نتایج پژوهش نشان داد پیش‌زمینه‌های فردی و اجتماعی، خدمات ارائه‌شده توسط وب‌سایت، تمایل، نگرش و نیات ـ ما در مشارکت تأثیر بسزایی دارند، در مورد پیامدهای مشارکت نشان داد نیات ـ ما برای مشارکت در جوامع مجازی تأثیر منفی بر ارتباطات با خانواده و دوستان، همچنین استفاده کمتر از سایر رسانه‌ها می‌شود اما اطلاعات مصرف‌کنندگان را افزایش می‌دهد.

کلیدواژه‌ها


عنوان مقاله [English]

Antecedents and Consequences of Consumers’ Participation in Online Communities

نویسندگان [English]

  • Zohreh Dehdashti Shahrokhi 1
  • Pedram Behyar 2
1  Assistant Professor, Department of Information Technology, Faculty of Management, University of Tehran, Tehran.(Corresponding Author: SRouhani@ut.ac.ir
2 Ph.D. Student, Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran
چکیده [English]

 
Virtual communities are very impressive in the activities associated with the business and broad access to consumers. In this regard, providing the antecedents and consequences of consumers' participation in virtual communities can be effective in the competitive environment from the cognitive aspects of consumer behavior. The purpose of this study is considering the antecedents and consequences of consumers’ participation in virtual communities. The research method was mixed one in a way that in the qualitative section semi-structured interviews with 14 experts was performed and after analyzing the results using the content analysis technique, the designed model in the sample size of 384 persons was tested quantitatively. The results of this study showed that individual and social backgrounds, services provided by the web site, our willingness, attitude and intentions have a significant impact on participation. Considering the implications of participation, we-intentions to participate in virtual communities have a negative impact on communication with family and friends, as well as less use of other media, but increases consumer information.v

کلیدواژه‌ها [English]

  • Attitude
  • Desire
  • Website Services
  • We-intentions
 

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