طراحی مدل ریسک ادراک‌شده خریداران کالاهای برند غیر معروف در شبکه اجتماعی اینستاگرام: مبتنی بر نظریه داده بنیاد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، مدیریت بازرگانی- سیاست گذاری بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.

2 دانشیار، مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، رشت، ایران.

10.22051/bmr.2021.35430.2123

چکیده

با توجه به نفوذ اینترنت و به‌واسطه آن گسترش و ترویج فضای مجازی در کشور، استفاده از آن به‌عنوان یک راه ارتباطی قوی برای فروش در حال ترویج است. از طرفی هم یکی از عناصر مهم در پذیرش ادراک مشتریان، تصویر ذهنی مثبت از برند در نزد مصرف‌کنندگان می­باشد. ازاین‌رو چالش اساسی در فضای اینترنتی برای محصولاتی با برندهای نامتعارف است. در پژوهش حاضر به دنبال تبیین پدیده ریسک ادراک‌شده برندهای نامتعارف در فضای اینستاگرام و به‌طور خاص برای محصولات پوشاک است. روش پژوهش حاضر مبتنی بر رویکرد داده بنیاد نوع اول بود که پس از تائید اعتبار پژوهش، فرایند کدگذاری در سه مرحله انجام شد. 16 نفر از افرادی که دارای یک صفحه اختصاصی فروش محصولات پوشاک در اینستاگرام بوده و دارای بیش از ده هزار دنبال کننده باشند با استفاده از مصاحبه نیمه ساختاریافته موردبررسی قرار گرفتند. نتایج پژوهش نشان داد که در بخش عوامل علی سه مضمون عوامل مرتبط با خریدار، عوامل مرتبط با فروشنده و عوامل مرتبط با پلتفرم شناسایی شد. در بخش عوامل مداخله‌گر سه مضمون عوامل مرتبط باقیمت، محصول و ترفیع استخراج شد. عوامل زمینه­ای هم در 5 بخش دسته‌بندی شدند که نهایتاً راهبردهای پژوهش در سه سطح فنی، فروش و بازاریابی و مدیریت ارتباط با مشتری استخراج شدند. خروجی پژوهش نشان داد که این راهبردهای دارای عواقب مثبت و منفی زیادی در کوتاه‌مدت و بلندمدت بوده که اجرای آن درگرو مسائل زیرساختی و کلان کشور است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing a Perceived Risk Model for Buyers of Unknown Brand Products on Instagram Social Network: Based on the Grounded Theory

نویسندگان [English]

  • salman eyvazinezhad 1
  • Mohsen Akbari 2
1 phd student shahid beheshti univercity
2 Faculty Member, University of Guilan
چکیده [English]

Due to the increasing penetration of the Internet and also the expansion and promotion of social networks in Iran, its use has found different aspects. The Present study explained the perceived risk phenomenon of unconventional brands on Instagram for clothing products. The method of the present study was based on grounded theory- the first generation, which after confirming the validity of the research through validation; the coding process was performed in three stages. 16 people who had a history of buying through Instagram were surveyed using semi-structured interviews. The results showed that in the causal factors section, three themes of buyer-related factors, vendor-related factors, and platform-related factors were identified. In the intervening factors section, three themes of factors related to price, product, and promotion were extracted. The context factors section was categorized into 5 sections, and finally, research strategies were extracted in three levels: technical, sales and marketing, and customer relationship management. The finding of the research suggested that these strategies have many positive and negative consequences in the short and long term, the implementation of which depends on the infrastructure and macro issues of the country.

کلیدواژه‌ها [English]

  • Perceived risk
  • Unconventional brands
  • Instagram
  • Clothing
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