مطالعات مدیریت کسب و کار هوشمند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیات علمی موسسه آموزش عالی بصیر

2 استاد گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران.(نویسنده مسئول: (zdehdashti33@gmail.com

چکیده

امروزه شاهد تأثیر زیاد شبکه‌های اجتماعی بر خرید بسیاری از محصولات در صنایع گوناگون هستیم. یکی از صنایعی که در سال‌های اخیر تحت تأثیر شبکه‌های اجتماعی قرار گرفته است، صنعت پوشاک می‌باشد. از این رو، این پژوهش به دنبال شناسایی عوامل مؤثر بر خرید پوشاک در شبکه‌های اجتماعی و تدوین مدل رفتار خرید مصرف‌کننده در شبکه های اجتماعی برای صنعت پوشاک است. در انجام این تحقیق از روش ترکیبی استفاده شده است. در بخش کیفی ازطریق مصاحبه با مدیران شرکتهای فروش پوشاک در شبکه‌های اجتماعی متونی تهیه و کدگذاری گردید، 46 مفهوم شناسایی شد که در چهار مقوله اصلی و 16 مقوله فرعی دسته‌بندی و در قالب مدل اولیه ارائه شدند. سپس در بخش کمی، بر اساس مدل اولیه، پرسشنامه‌ای تدوین و در اختیار 385 نفر از خریداران پوشاک در شبکه‌های قرار گرفت و مدل نهایی رفتار خرید مصرف‌کننده برای خرید پوشاک از طریق شبکه‌های اجتماعی ارائه گردید. نتایج بدست آمده نشان داد که عوامل فردی، عوامل مربوط به شرکت و عوامل اجتماعی و فرهنگی به طور مستقیم و همچنین با نقش میانجی اعتماد، تأثیر معنی‌داری بر تصمیم مصرف کننده به خرید پوشاک و به دنبال آن تأثیر معناداری بر وفاداری، خرید مجدد و توصیه خرید به دیگران از طریق شبکه های اجتماعی دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Consumer Shopping Behavior Model in Social Networks for the Clothing Industry

نویسندگان [English]

  • Mitra Daneshparvar 1
  • Zohreh Dehdashti Shahrokh 2

1 Faculty member of Basir Institute of Higher Education

2 Full Professor of marketing, Management and accounting, Allameh Tabataba'i university, Tehran, Iran. (Corresponding Author: zdehdashti33@gmail.com).

چکیده [English]

Today, we see the great impact of social networks on the purchase of many products in various industries. One of the industries that has been affected by social networks in recent years is the clothing industry. Therefore, this study seeks to identify the factors affecting the purchase of clothing in social networks and to develop a model of consumer shopping behavior in social networks for the clothing industry. In this research, a combined method has been used. In the qualitative section, through interviews with clothing sellers active in social networks, texts were prepared and coded, 46 concepts were identified, which were classified into four main categories and 16 sub-categories and presented in the form of a prototype. In the quantitative part, based on the initial model, a questionnaire was developed and distributed to 385 clothing buyers in networks, and the final model of consumer purchasing behavior for purchasing clothing through social networks was presented. The results showed that individual factors, company-related factors and social and cultural factors directly and also with the mediating role of trust, had a significant effect on the consumer's decision to buy clothing, followed by a significant effect on loyalty, repurchase and Advise others to buy through social media.

کلیدواژه‌ها [English]

  • SocialNetworks
  • Clothing Industry
  • Individual factors
  • Social and Cultural factors
  • Corporate factors
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استناد به این مقاله: دهدشتی شاهرخ، زهره، دانش‌پرور، میترا. (1400). مدل رفتار خرید مصرف‌کننده در شبکه‌های اجتماعی برای صنعت پوشاک، مطالعات مدیریت کسب وکار هوشمند، 10(37)، 297-346.
DOI: 10.22054/IMS.2021.56843.1857
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