ارائه یک مدل ساختاری از عوامل زمینه‌ای موثر بر قصد ادامه استفاده از شبکه‌های اجتماعی در مشتریان با محوریت ارزش‌های فایده‌گرایانه و ارزش‌های لذت‌گرایانه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد ، گروه مدیریت ، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران

2 (نویسنده مسئول) ستادیار، گروه مدیریت ، واحد کرج ، دانشگاه آزاد اسلامی ، کرج، ایران

چکیده

از آن­جایی که قصد بهره­گیری مداوم از شبکه­های­اجتماعی از اهمیت بالایی برای کسب­وکارها برخوردار است، پژوهش حاضر با هدف تدوین یک مدل ساختاری از عوامل زمینه­ای موثر بر قصد ادامه استفاده مشتریان از شبکه­های­اجتماعی با محوریت ارزش­های لذت­گرایانه و ارزش­های فایده­گرایانه، صورت گرفت. پژوهش از نظر هدف، کاربردی و به لحاظ ماهیت و روش، توصیفی-پیمایشی است. جامعه آماری را کلیه مشتریان شرکت کاله تشکیل داده که از شبکه­های اجتماعی این شرکت استفاده می­کردند. با توجه به نامحدود بودن حجم جامعه، طبق جدول مورگان، 384 نفر به عنوان نمونه تعیین شدند. برای انتخاب نمونه از روش نمونه­گیری در دسترس استفاده شد و گردآوری داد­ه­ها توسط پرسشنامه انجام گرفت که از ترکیب پرسشنامه­های مسک و همکاران (2019) و اشرف و همکاران (2019) حاصل شد. روایی محتوایی پرسشنامه با استفاده از نظرات خبرگان و پایایی آن، با استفاده از ضریب آلفای کرونباخ محاسبه و تایید شد. جهت تجزیه و تحلیل داده­ها از تحلیل­عاملی­­تاییدی و مدل معادلات­­ساختاری با نرم­افزار Amos استفاده شد. یافته­ها نشان داد عوامل زمینه­ای شامل نوآوری و ابتکار و عدم تحمل ابهام، با نقش میانجی ارزش­ لذت­گرایانه و ارزش­ فایده­گرایانه، بر قصد تداوم استفاده از شبکه­های­اجتماعی تاثیر معنادار دارند. همچنین عوامل آگاهی چهره، بازتاب پذیری ادراک شده، تطبیق­پذیری ادراک شده، هم­پیوندی ادراک شده، ناخودآگاهی ادراک شده و سازگاری ادراک شده با نقش میانجی ارزش­ لذت­گرایانه بر قصد تداوم استفاده از شبکه­های اجتماعی تاثیر معنادار دارند. عامل نیاز به منحصر­به­فرد بودن نیز با نقش میانجی ارزش­ فایده­گرایانه، بر قصد تداوم استفاده از شبکه­های اجتماعی تاثیر معنادار دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A Structural Model of Contextual Factors Affecting Customers' Intention to Continue Using Social Networks; Focusing on Utilitarian Values and Hedonistic Values

نویسندگان [English]

  • Nazanin Habibi Pour 1
  • zohreh mousavi kashi 2
1 MA student of Management, Karaj Branch, Islamic Azad University, Karaj, Iran.
2 (Corresponding Author)Assistant Professor of Management, Karaj Branch, Islamic Azad University, Karaj, Iran
چکیده [English]

Since the intention of continuous use of social networks is of great importance for businesses, the present research aims at developing a structural model of the Contextual Factors affecting the continuance intention of using social networks by customers with a focus on hedonistic values ​​and utilitarian values. This study is categorized as applied and descriptive. The statistical population consisted of all customers of Kalleh Company who have used the company's social networks. According to the Morgan’s table sampling, the sample size was calculated to be 384 and for sampling, the available sampling method was used. Data collection was done by a questionnaire that was obtained from a combination of questionnaires of Meske et al. (2019) and Ashraf et al. (2019). The content validity of questionnaire was confirmed using experts's opinions and its reliability was confirmed by Cronbach's alpha coefficient. Data analysis was performed using the structural equation modeling (SEM) in Amos software. Results of the study indicated that the factors including innovativness and ambiguity intolerance, with the mediating role of hedonistic values ​​and utilitarian values, have a significant effect on the intention of continuous use of social networks. Also, face consciousness, perceived reflexivity, perceived versatility, perceived interconnectedness, perceived invisibility-in use and perceived adaptability with the mediating role of hedonistic values, have a significant effect on the continuance intention of using social networks. The need to be uniqueness with the mediating role of utilitarian values has a significant effect on the intention for continuous use of social networks.

کلیدواژه‌ها [English]

  • Social Networks
  • Hedonic Value
  • Utilitarian Value
  • Continuance Intention of Using

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