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

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
جامی­پور، مونا؛ طاهری، غزاله و ابراهیمی‌دلاور، فاطمه (1398). ارائه مدل اعتماد در تجارت اجتماعی با بررسی تأثیر کیفیت وب­سایت­های اجتماعی در صنعت گردشگری. کاوش­های مدیریت بازرگانی، 11 (22)، 25-54.
جعفری، سیدمحمد؛ حبیبی، پگاه­سادات و محمدی‌دورباش، زهرا (1397). بررسی تأثیر ویژگی­های تجارت اجتماعی بر اعتماد و تمایل به مشارکت در آن. مدیریت بازرگانی، 10(4)، 777-794.
خسروزاده، شیرین؛ حیدرزاده  هنزایی، کامبیز، عبدالوند، محمد­علی و خون­سیاوش، محسن (1400)، پدیدارشناسی ارزش ادراک­شده توسط گشت­زن­های مراکز خرید و مال­ها. مطالعات رفتار مصرف­کننده، 8(3)، 33-56.
دشتی، مهدی و صنایعی، علی (1397). عوامل تأثیرگذار بر قصد خرید اجتماعی مصرف­کنندگان در تجارت اجتماعی. مدیریت بازرگانی، 10(1)، 97-120.
سیف­الهی، ناصر و اسکندری، نادر (1400)، بازاریابی رسانه­های اجتماعی و قصد خرید مصرف­کننده؛ واسطه­گری تصویر و آگاهی برند. مطالعات رفتار مصرف­کننده، 8(3)، 199-220.
محمدشفیعی، مجید؛ رحمت­آبادی، یزدان و سلیمان­زاده، امیر (1398)، تأثیر ارتباطات بازاریاب شبکه­های اجتماعی بر ارزش ویژه برند، ارزش ویژه ارتباطی و پاسخ مشتری. مطالعات رفتار مصرف­کننده، 6(1)، 105-124.
 
References
Al-Debei, M. M., Al-Lozi, E., & Papazafeiropoulou, A. (2013). Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective. Decision Support Systems, 55(1), 43-54.
Amblee, N., & Bui, T. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91-114.
Anderson, K. B. (2014). Consumer shopping motivations with Facebook retailers: Utilitarian versus hedonic: UNIVERSITY OF NORTH TEXAS.
Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective. Journal of Retailing and Consumer Services, 21(5), 773-779.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of retailing, 79(2), 77-95.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
Bridges, E., & Florsheim, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal of Business Research, 61(4), 309-314.
Bronner, F., & Hoog, R. d. (2010). Consumer-generated versus marketer-generated websites in consumer decision making. International Journal of Market Research, 52(2), 231-248.
Chang, E.-C., & Tseng, Y.-F. (2013). Research note: E-store image, perceived value and perceived risk. Journal of Business Research, 66(7), 864-870.
Chang Lee, K., Currás-Pérez, R., Ruiz-Mafé, C., & Sanz-Blas, S. (2013). Social network loyalty: evaluating the role of attitude, perceived risk and satisfaction. Online Information Review, 37(1), 61-82.
Chen, C.-C., Hsiao, K.-L., & Wu, S.-J. (2018). Purchase intention in social commerce: An empirical examination of perceived value and social awareness. Library Hi Tech, 36(4), 583-604.
Chen, J., & Shen, X.-L. (2015). Consumers' decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.
Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of marketing research, 48(2), 238-254.
Chen, Y., & Xie, J. (2005). Third-party product review and firm marketing strategy. Marketing Science, 24(2), 218-240.
Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management science, 54(3), 477-491.
Cheung, C. M., Xiao, B. S., & Liu, I. L. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65, 50-58.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
Chen, C.-C.Hsiao, K.-L. & Wu, S.-J. (2018). Purchase intention in social commerce: An empirical examination of perceived value and social awareness", Library Hi Tech, 36(4), 583-604. https://doi.org/10.1108/LHT-01-2018-0007
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. 2nd.
Corbitt, B. J., Thanasankit, T., & Yi, H. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203-215.
Cui, G., Lui, H.-K., & Guo, X. (2012). The effect of online consumer reviews on new product sales. International Journal of Electronic Commerce, 17(1), 39-58.
Cunningham, L. F., Gerlach, J. H., Harper, M. D., & Young, C. E. (2005). Perceived risk and the consumer buying process: Internet airline reservations. International Journal of Service Industry Management, 16(4), 357-372.
D'Alessandro, S., Girardi, A., & Tiangsoongnern, L. (2012). Perceived risk and trust as antecedents of online purchasing behavior in the USA gemstone industry. Asia pacific journal of marketing and logistics, 24(3), 433-460.
Dashti, M., & Sanayei, A. (2018). Factors Affecting Consumers' Social Purchasing Intent in Social Commerce. Journal of Business Management, 10(1), 97-120. (In Persian)
Dennis, C., King, T., Kim, J., & Forsythe, S. (2007). Hedonic usage of product virtualization technologies in online apparel shopping. International Journal of Retail & Distribution Management, 35(6), 502-514.
Etemad-Sajadi, R., & Ghachem, L. (2015). The impact of hedonic and utilitarian value of online avatars on e-service quality. Computers in Human Behavior, 52, 81-86.
Featherman, M. S., & Hajli, N. (2015). Self-service technologies and e-services risks in social commerce era. Journal of Business Ethics, 1-19.
Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International journal of human-computer studies, 59(4), 451-474.
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of interactive marketing, 20(2), 55-75.
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875.
Gan, C. and Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context, Internet Research. 27(4), 772-785. https://doi.org/10.1108/IntR-06-2016-0164
 Gunelius, S. (2010). 30 Minute Social Media Marketing: Step-by-step Techniques to Spread the Word About Your Business: Social Media Marketing in 30 Minutes a Day: McGraw Hill Professional.
Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144-154.
Hajli, M. N. (2014a). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17-27.
Hajli, M. N. (2014b). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.
Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191.
Hajli, N., & Lin, X. (2016). Exploring the security of information sharing on social networking sites: The role of perceived control of information. Journal of Business Ethics, 133(1), 111-123.
Hajli, N., Shanmugam, M., Powell, P., & Love, P. E. (2015). A study on the continuance participation in on-line communities with social commerce perspective. Technological Forecasting and Social Change, 96, 232-241.
Hajli, N., & Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers. Technological Forecasting and Social Change, 94, 350-358.
Hsin Chang, H., & Wen Chen, S. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818-841.
Jafari, S.M., Habibi, P.S., Mohammadi Doorbash, Z. (2019). Investigating the Effect of Social Business Characteristics on Trust and Willingness to Partnership. Journal of Business Management, 10(4), 777-794. (In Persian)
Jami Pour, M., Taheri, Gh., &  Ebrahimi Delavar, F. (2018), Developing a model for trust in the social commerce by investigating the impact of the quality of social websites in the tourism industry. Journal of Business Administration Researches, 11(22), 25-54. (In Persian)
Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.  
Khosrozadeh, S., Heidarzadeh Hanzaee, K., Abdolvand, M. A., & Khonsiavash, M. (2021). The Phenomenology of Perceived Value by Shopping Centers and Malls’ Browsers. Consumer Behavior Studies Journal, 8 (3), 33-56. (In Persian)
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Kim, H.-W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision Support Systems, 43(1), 111-126.
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
Kwon, K. N., & Jain, D. (2009). Multichannel shopping through nontraditional retail formats: Variety-seeking behavior with hedonic and utilitarian motivations. Journal of Marketing Channels, 16(2), 149-168.
Li, C. Y. (2019). How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website. Technological Forecasting and Social Change144, 282-294.‏
Li, M., & Mao, J. (2015). Hedonic or utilitarian? Exploring the impact of communication style alignment on user's perception of virtual health advisory services. International Journal of Information Management, 35(2), 229-243.
Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69-90.
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378-397.
Liao, Z., & Cheung, M. T. (2001). Internet-based e-shopping and consumer attitudes: an empirical study. Information & Management, 38(5), 299-306.
Maria, E. D., & Finotto, V. (2008). Communities of consumption and made in Italy. Industry and Innovation, 15(2), 179-197.
Matzler, K., Grabner-Kräuter, S., & Bidmon, S. (2006). The value-brand trust-brand loyalty chain: An analysis of some moderating variables. Innovative marketing, 2(2), 76-88.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3), 297-323.
Miyazaki, A. D., & Fernandez, A. (2000). Internet privacy and security: An examination of online retailer disclosures. Journal of Public Policy & Marketing, 19(1), 54-61.
Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer affairs, 35(1), 27-44.
Mohammad  Shafiee, M. M.,  Rahmatabadi, Y., & soleymanzadeh, O. (2019). The impact of social networks marketing communication on brand equity, relationship equity and customer responses. Consumer Behavior Studies Journal, 6(1), 105-124. (In Persian)
Ng, C. S.-P. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information & Management, 50(8), 609-620.
Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10), 1160-1166.
Park, D.-H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.
Petrick, J. F., & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38-45.
Pires, G., Stanton, J., & Eckford, A. (2004). Influences on the perceived risk of purchasing online. Journal of Consumer Behaviour, 4(2), 118-131.
Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4), 224-235.
Purnawirawan, N., De Pelsmacker, P., & Dens, N. (2012). Balance and sequence in online reviews: How perceived usefulness affects attitudes and intentions. Journal of interactive marketing, 26(4), 244-255.
Ridings, C. M., & Gefen, D. (2004). Virtual community attraction: Why people hang out online. Journal of ComputerMediated Communication, 10(1), 00-00.
Ringle, C. M., Sarstedt, M., & Straub, D. (2012). A critical look at the use of PLS-SEM in MIS Quarterly. MIS Quarterly (MISQ), 36(1).
San Martín, S., & Camarero, C. (2009). How perceived risk affects online buying. Online Information Review, 33(4), 629-654.
Sarkar, A. (2011). Impact of utilitarian and hedonic shopping values on individual's perceived benefits and risks in online shopping. International management review, 7(1), 58.
Savolainen, R. (2014). Emotions as motivators for information seeking: A conceptual analysis. Library & Information Science Research, 36(1), 59-65.
Seifollahi, N., & Eskandari, N. (2021). Social Media marketing and consumer buying intentions; Mediation of brand Image and awareness. Consumer Behavior Studies Journal, 8 (3), 199- 220. (In Persian)
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of retailing, 80(2), 159-169.
Shafiee, M. M., & Es-Haghi, S. M. S. (2017). Mall image, shopping well-being and mall loyalty. International Journal of Retail & Distribution Management., 45(10), 1114-1134.
Shafiee, M. M., Bazargan, N. A., & Kazeminia, A. (2017). Modeling Customer Electronic Trust in Online Stores: A Risk Reduction Approach. communities, 1(2), 1-8.
Sharma, S., & Crossler, R. E. (2014). Disclosing too much? Situational factors affecting information disclosure in social commerce environment. Electronic Commerce Research and Applications, 13(5), 305-319.
Sheikh, Z., Yezheng, L., Islam, T., Hameed, Z., & Khan, I. U. (2019). Impact of social commerce constructs and social support on social commerce intentions. Information Technology & People, 32(1), 68-93.
Su B., Wu LW., & Hsu JC. (2021) Social Commerce: The Mediating Effects of Trust and Value Co-creation on Social Sharing and Shopping Intentions. In: Nah F.FH., Siau K. (eds) HCI in Business, Government and Organizations. HCII 2021. Lecture Notes in Computer Science, 12783. Springer, Cham. https://doi.org/10.1007/978-3-030-77750-0_9
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1997). Retail service quality and perceived value: A comparison of two models. Journal of Retailing and Consumer Services, 4(1), 39-48.
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: do ads work on social networks? Journal of Advertising Research, 51(1), 258-275.
To, P.-L., Liao, C., & Lin, T.-H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of marketing, 73(5), 90-102.
Turban, E., Strauss, J., & Lai, L. (2015). Social Commerce: Marketing, Technology and Management: Springer.
Turel, O., Serenko, A., & Bontis, N. (2010). User acceptance of hedonic digital artifacts: A theory of consumption values perspective. Information & Management, 47(1), 53-59.
Vinhal Nepomuceno, M., Laroche, M., Richard, M.-O., & Eggert, A. (2012). Relationship between intangibility and perceived risk: moderating effect of privacy, system security and general security concerns. Journal of Consumer Marketing, 29(3), 176-189.
Wasko, M. M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS quarterly, 35-57.
Wixom, B. H., & Watson, H. J. (2001). An empirical investigation of the factors affecting data warehousing success. MIS quarterly, 17-41.
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34-55.
Wu, J., & Holsapple, C. (2014). Imaginal and emotional experiences in pleasure-oriented IT usage: A hedonic consumption perspective. Information & Management, 51(1), 80-92.
Xu, H., Luo, X. R., Carroll, J. M., & Rosson, M. B. (2011). The personalization privacy paradox: An exploratory study of decision making process for location-aware marketing. Decision Support Systems, 51(1), 42-52.
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017-1030.
Zhu, F., & Zhang, X., (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of marketing, 74(2), 133-148