بررسی نقش میانجی تمایل به خرید الکترونیکی در ارزیابی شناختی از فاصله اجتماعی و شدت استفاده از شبکه‎های اجتماعی در طی پاندمی COVID-19

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی، دانشگاه ارومیه، ایران

2 استادیار گروه مدیریت دولتی دانشگاه پیام نور، تهران، ایران

3 کارشناسی ارشد مدیریت بازاریابی بین الملل، موسسه عالی اموزش و پژوهش مدیریت و برنامه ریزی، تهران، ایران.

چکیده

فاصله‌گذاری اجتماعی یک استراتژی مهم برای کنترل شیوع بیماری همه‌‎گیر کووید19 است، بنابراین درک تأثیر رفتاری فاصله اجتماعی ضروری است. این تحقیق به بررسی فاصله اجتماعی به عنوان یک ارزیابی شناختی بر شدت استفاده از سایت‌های شبکه‎های اجتماعی در طول  پاندمی‌کووید19 پرداخته است. این مطالعه بر روی 384 کاربر سایت‎های شبکه‎های اجتماعی در ارومیه انجام شده است. مدل با استفاده از مدل معادلات ساختاری با نرم‎افزار smartpls به صورت تجربی بررسی شد. نتایج نشان داد که ارزیابی شناختی از فاصله اجتماعی بر شدت استفاده از شبکه‎های اجتماعی تأثیر مثبت و معنادار دارد. نقش میانجی تمایل به خرید الکترونیکی نیز بر این رابطه معنادار بود. همچنین نقش تعدیلی جنسیت و سن نیز بر رابطه ارزیابی شناختی از فاصله اجتماعی  و شدت استفاده از شبکه‎های اجتماعی  تأیید شدند. این یافته‏ها برای سازمانها، شرکتها و مؤسسات تولیدی و آموزشی قابل توجه است. اهمیت شناسایی زیر مجموعه افرادی که نیاز به حمایت اجتماعی دارند تا برای کنترل فاصله اجتماعی ناشی از بیماری همه‎گیر به شبکه‎های اجتماعی جهت خرید، اعتماد ‏کنند‎ را برجسته می کند.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Mediating Role of E-shopping Tendency on Cognitive Assessment of Social Distance and Intensity of Social Media Use During the COVID-19 Pandemic

نویسندگان [English]

  • nasrin rasouli 1
  • Mohammad Mehdi davali 2
  • elaheh seyyedi 3
1 Master of Business Administration, Urmia University, Iran
2 Assistant Professor, Department of Public Administration, Payame Noor University, Tehran, Iran
3 Master of International Marketing Management, Higher Institute of Management and Planning Education and Research, Tehran, Iran.
چکیده [English]

Social distancing is an important strategy for controlling the prevalence of the COVID-19 epidemic, so understanding the behavioral impact of social distance is essential. This study examines social distance as a cognitive assessment of the intensity of use of social networking sites during Pandemic 19. This study was conducted on 384 users of social networking sites in Urmia. The model was experimentally investigated using the structural equation model with Smartpls software. The results showed that the cognitive evaluation of social distance has a positive and significant effect on the intensity of social network use. The mediating role of e-shopping tendencies was also significant in this regard. In addition, the moderating role of gender and age on the relationship between cognitive assessment of social distance and the intensity of social network use was confirmed. These findings are significant for organizations, companies, and manufacturing and educational institutions. It emphasizes the importance of identifying a subset of people who need social support to rely on social networks to purchase and use to control the social distance caused by the epidemic.

کلیدواژه‌ها [English]

  • Intensity of social network use
  • social distance
  • e-shopping desire
  • Covid 19

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