عوامل مؤثر بر تمایل به تجارت اجتماعی از دیدگاه مصرف کننده با تأکید بر نقش میانجی ریسک درک شده؛ موردمطالعه: کاربران رسانه های اجتماعی در شهر اصفهان

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 عضو هیات علمی دانشگاه پیام نور

2 گروه مدیریت، دانشکده حسابداری، اقتصاد و مدیریت، دانشگاه پیام نور، تهران، ایران

10.34785/j018.2022.526

چکیده

افزایش روزافزون درآمد جهانی حاصل از تجارت اجتماعی، بیانگر ظرفیت بالقوه‌ی تردیدناپذیر این بازار بزرگ برای کسب‌و‌کارها است. بدون‌شک، مشارکت مشتریان در رسانه‌های اجتماعی، عامل تعیین‌کننده‌ای برای موفقیت کسب‌وکارهای فعال در این حوزه محسوب می‌شود. هدف تحقیق حاضر بررسی تأثیر ارزش درک‌شده‌ی لذت‌گرا و سازه‌های تجارت اجتماعی بر تمایل به تجارت اجتماعی به طور مستقیم و همچنین از طریق متغیر ریسک درک‌شده است. جامعه‌ی آماری، کاربران رسانه‌های اجتماعی در شهر اصفهان است که داده-های جمع‌آوری‌شده از 214 نفر از آنها موردتحلیل قرار گرفت. ابزار گردآوری داده‌ها پرسشنامه استاندارد بوده که روایی آن بااستفاده از نظر اساتید صاحبنظر و پایایی آن بااستفاده از ضریب آلفای کرونباخ (مقدار 87/0) موردتأیید قرار گرفت. تحلیل توصیفی داده‌ها با نرم‌افزار SPSS و تحلیل فرضیات بااستفاده از مدل‌سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی و با نرم‌افزار Smart PLS انجام شد. نتایج نشان داد ارزش درک‌شده‌ی لذت‌گرا بر تمایل به تجارت اجتماعی تأثیر مثبت و بر ریسک درک‌شده‌ تأثیر منفی می-گذارند. سازه‌های تجارت اجتماعی بر ریسک درک‌شده تأثیر منفی دارد. همچنین، ریسک درک‌شده بر تمایل به تجارت اجتماعی تأثیر منفی می‌گذارد. علاوه بر آن، نقش میانجی متغیر ریسک درک‌شده در ارتباط بین ارزش درک‌شده لذت‌گرا و همچنین سازه‌های تجارت اجتماعی با تمایل به تجارت اجتماعی تأیید گردید.

کلیدواژه‌ها


عنوان مقاله [English]

Factors Influencing Social Commerce Intention from a Consumer Perspective with Emphasis on Mediating Role of Perceived Risk; Case Study: Social Media Users in Isfahan Province

نویسندگان [English]

  • saeed abdolmanafi 1
  • Maryam Soleimani 2
1 Assistant professor in payame noor university
2 Department of Management, Economics and Accounting, Payame Noor University, Tehran, Iran
چکیده [English]

The growing global revenue generated by social commerce illustrates the unquestionable potential of this large market for businesses. Undoubtedly, customers’ engagement in social media is a determinant factor in the success of active businesses in this field. The purpose of the present study is to investigate the impact of perceived hedonic value and social commerce constructs on the social commerce intention directly as well as through perceived risk variable. Statistical population is social media users in Isfahan city. Data collected from 214 people were analyzed. SPSS software was used for descriptive data analysis. Data collection tool was a standard questionnaire whose validity was confirmed by expert professors and its reliability was confirmed by using Cronbach's alpha coefficient (0.87). Hypothesis analysis using structural equation modeling with partial least squares approach was performed with Smart PLS software. The results showed that perceived hedonic value and social commerce constructs had a negative impact on perceived risk. Social commerce constructs had a negative effect on perceived risk. Also, perceived risk negatively affects the social commerce intention. In addition, the mediating role of perceived risk variable in the relationship between perceived hedonic value as well as social commerce constructs with the social commerce intention was confirmed.

کلیدواژه‌ها [English]

  • Perceived Hedonic Value
  • Social Commerce Constructs
  • Social Commerce Intention
  • Perceived Risk
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