مطالعات مدیریت کسب و کار هوشمند

نوع مقاله : مقاله پژوهشی

نویسندگان

1  استادیار، گروه مدیریت فناوری اطلاعات دانشکده مدیریت دانشگاه تهران، تهران. (نویسنده مسئول

2 کارشناس ارشد، مدیریت فناوری اطلاعات، دانشگاه تهران،

3 استادیار، گروه مدیریت فناوری اطلاعات دانشکده مدیریت دانشگاه تهران، ،

چکیده

امروزه اطلاعات موجود در شبکه‌های اجتماعی از ارزش بسیاری برخوردارند و مبنای توسعه‌ی کسب‌و‌کارها هستند. هدف این تحقیق ارائه‌ی چارچوبی است که بتواند کاربردهای حاصل از تحلیل شبکه‌های اجتماعی را در تجارت الکترونیک ارائه کند. در این پژوهش ابتدا در بخش اول کاربردهای شبکه کاوی با استفاده از روش تحلیل محتوا در ابعاد مختلف PEST ) سیاسی، اجتماعی، اقتصادی و فنی (استخراج شده و سپس در بخش دوم کاربردهای یافت شده در دو بخش فنی و اقتصادی انتخاب و با استفاده از پیمایش نظر خبرگان و آزمون‌های آماری کاربردهای با اهمیت‌تر از میان این کاربردها شناسایی شدند. در گام بعد جهت اولویت‌بندی کاربردها با استفاده از روش تحلیل سلسله مراتبی(AHP)، مقایسات زوجی صورت گرفته و با توزیع پرسشنامه‌ی مقایسات زوجی میان خبرگان داده‌های موردنظر جمع‌آوری و سپس کاربردها به ترتیب اهمیت اولویت‌بندی شدند. نتایج نشان داد در بعد اقتصادی کشف کلاه‌برداری، کشف نیازها و علایق مشتریان و در بعد فنی بهبود وب‌سایت‌های تجارت الکترونیکی و شناسایی ترافیک شبکه بالاترین جایگاه را دارند.v

کلیدواژه‌ها

عنوان مقاله [English]

Identification and Ranking of Social Mining Applications in E-Commerce

نویسندگان [English]

  • Saeid Rohan 1
  • Samaneh Amirian 2
  • Ayoub Mohammadian 3

1 Assistant Professor, Department of Information Technology, Faculty of Management, University of Tehran, Tehran.(Corresponding Author: SRouhani@ut.ac.ir)

2 MA, Information Technology Management, University of Tehran, Tehran, Iran

3 Assistant Professor, Department of Information Technology, Faculty of Management, University of Tehran, Tehran

چکیده [English]

In recent years, we have observed the rapid development of social media, which has drastically transformed the way in which people communicate and obtain information. Nowadays, customers on e-commerce sites mostly rely on comments posted by customers, producers, and service providers. In this research, in the first part the application of network mining is extracted using content analysis method in different dimensions of Political, Social, Economic and Technical (PEST). Then, in the second part, the applications used in two technical and economic sections are selected and using surveying expert opinion and statistical tests the more important applications have been identified among these applications. In the next step, to prioritize the applications using Analytic Hierarchy Process (AHP), paired comparisons were performed and by distributing pairwise comparison questionnaire data was collected and then the applications were ranked in order of priority. The results showed that in the economic dimension, the discovery of fraud, the discovery of the needs and interests of customers, and in the technical dimention improving e-commerce and identifying network traffic have the highest rank

کلیدواژه‌ها [English]

  • Applications
  • Social Mining
  • E-commerce
  • Identification and Ranking
 
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