مطالعات مدیریت کسب و کار هوشمند
مطالعات مدیریت کسب و کار هوشمند

طراحی مدل خرید مشتریان از فروشگاه‌های هوشمند در ایام کرونا با تأکید بر هوش مصنوعی

نوع مقاله : مقاله پژوهشی

نویسندگان

یزدان شیرمحمدی 1
آرش بستان منش 2

1 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران)، صندوق پستی 4697- 19394، y.shirmohammadi@pnu.ac.ir

2 کارشناس ارشد گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

https://doi.org/10.22054/ims.2021.61125.1969
چکیده
فروشگاه‌های هوشمند با استفاده از فناوری هوش مصنوعی، انبوهی از اطلاعات مشتریان و کالاها (داده‌های بزرگ) شامل: تشخیص چهره، حسگرهای هوشمند، قفسه‌های هوشمند، پرداخت خودکار و نمایشگرهای تعاملی را با سرعت زیاد بر مبنای اینترنت نسل پنجم (5G) انتقال می‌دهند. از آنجائیکه شیوع ویروس کرونا تغییرات زیادی بر نحوه زندگی و تجارت امروز داشته است، به همین خاطر بازاریابان، استراتژی‌های جدیدی بر پایه هوش مصنوعی برای پیشبرد بکار گرفته‌اند. این پژوهش عوامل لذت‌بخش خرید مشتریان برپایه مدل پذیرش سیستم‌های اطلاعات لذت‌گرا (HISAM) را مورد تحلیل قرار داد. روش نمونه‌گیری این پژوهش تصادفی ساده و تعداد آن 404 نفر بود. ابزار سنجش در این پژوهش پرسشنامه. تحلیل‌های آماری نیز با استفاده روش معادلات ساختاری و با استفاده از نرم‌افزار SPSS و Amos انجام ‌شده است. برای تعیین ارتباط علی بین متغییرها از روش مدل معادلات ساختاری و سطوح معناداری به منظور آزمودن فرضیه‌ها p_value کوچکتر از 0/05 در نظر گرفته شد. نتایج این پژوهش نشان داد که سهولت استفاده درک شده، فایده درک شده و لذت درک شده بر قصد خرید بواسطه آمادگی فناوری مشتریان اثر مثبت و معنادری دارد. همچنین نتایج پژوهش حاکی از آن بود که متغییر تعدیلگر آمادگی فناوری از خوش‌بینی، نوآوری، ناراحتی و ناامنی اثر پذیر بوده و همچنین سهولت استفاده درک شده، لذت درک شده و فایده درک شده بر قصد خرید مشتریان از فروشگاه‌های هوشمند در دوران کرونا اثر مثبت و معناداری دارد.

کلیدواژه‌ها

کووید-19
ارزش های خرید
آمادگی فناوری
هوش مصنوعی
فروشگاه‌های هوشمند

عنوان مقاله English

Designing a model for customers to buy from smart stores in the days of Corona with an emphasis on artificial intelligence

نویسندگان English

yazdan shirmohammadi 1
Arash Bostan manesh 2
1 Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran y.shirmohammadi@pnu.ac.ir
2 MSc in Master of Business Management, Payame Noor University
چکیده English

Using artificial intelligence technology, smart stores transfer a lot of customer and product information (big data) including facial recognition, smart sensors, smart shelves, automatic payment and interactive displays at high speed based on the fifth generation (5G) internet. Since the spread of the corona virus has changed the way of life and business today, that's why marketers have used new strategies based on artificial intelligence to advance. This research analyzed the hedonic factors of customers' purchases based on the Hedonic Information Systems Acceptance Model (HISAM). The sampling method of this research was simple random and its number was 404 people. The measurement tool in this research is a questionnaire. Statistical analysis was done using structural equation method and using SPSS and Amos software. To determine the causal relationship between the variables using the structural equation model method and significance levels in order to test the hypotheses, a p_value smaller than 0. 05 was considered. The results of this research showed that the perceived ease of use, perceived benefit and perceived enjoyment have a positive and significant effect on the purchase intention due to the technology readiness of customers. Also, the results of the research indicated that the mediating variable of technology readiness was effective from optimism, innovation, discomfort and insecurity, and perceived ease of use, perceived enjoyment, and perceived benefit had a positive effect on customers' purchase intentions from smart stores in the era of Corona.

کلیدواژه‌ها English

Covid-19
purchase values
technology readiness
artificial intelligence
smart stores
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مطالعات مدیریت کسب و کار هوشمند
دوره 11، شماره 40
تابستان 1401
صفحه 233-263

  • تاریخ دریافت 23 خرداد 1400
  • تاریخ بازنگری 26 شهریور 1400
  • تاریخ پذیرش 02 آذر 1400

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