مدیریت اطلاعات

مرور نظام‌مند ابعاد پذیرش تجارت اجتماعی توسط مشتریان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه سید جمال الدین اسدآبادی، دانشگاه علامه طباطبایی

2 دانشیار، مهندسی صنایع، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

3 استاد، مدیریت سیستم‎ها، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

4 استاد، مهندسی صنایع، دانشکده مهندسی صنایع، دانشگاه علم و صنعت، تهران، ایران

10.22034/aimj.2021.134763

چکیده

حدود یک دهه از توجه به تجارت اجتماعی، به‎عنوان پارادایمی نوین در حوزه تجارت و کسب‌و‌کار می‎گذرد. نخستین تلاش برای کاربرد این پارادایم، بررسی فرایند پذیرش آن است. هدف اصلی این پژوهش، بررسی فرایند پذیرش تجارت اجتماعی از دیدگاه‎های مختلف و تحلیل شکاف تحقیقاتی است. دیدگاه‎های بررسی شده عبارت‎اند از: تمرکز بر مراحل پذیرش، تئوری‌های پایه‌ای ‌استفاده‎ شده، هم‌آفرینی ارزش، نوع و میزان مشارکت مشتری، توجه به فضای نوآوری، نوع رسانه ‌‌استفاده‎شده، تمرکز جغرافیایی مطالعات، نوع تراکنش‎های ‌کسب‌و‌کار، عوامل تأثیرگذار و تأثیرپذیر و نوع تأثیر آنها، حوزه‎های تمرکز موضوعی و کاربردی، انواع روش‎های اجرای پژوهش، ابزارهای تحلیل داده و تمرکز بر نمونه‌های آماری. بر این اساس، 203 مقاله که به‎صورت مستقیم یا غیرمستقیم بر پذیرش تجارت اجتماعی تأثیرگذار بودند، شناسایی و بررسی شدند. بازۀ زمانی برای انتخاب مقاله‎ها، از سال 2010 تا 2020 در نظر گرفته شد. مرور نظام‎مند، بر اساس خط‌مشی ای‎بی‎اس‎ای انجام گرفت. مقاله‎های نهایی، پس از جست‎وجو و غربال در 11 پایگاه علمی انتخاب و با دو رویکرد تحلیل کمّی و تحلیل شکاف، بررسی شدند. تحلیل کمّی نشان داد که تئوری‌های حوزه پذیرش و کاربرد تکنولوژی در پژوهش‎ها بیشترین تعداد بودند؛ از بین پلتفرم‎ها، شبکه‌های اجتماعی بیشترین کاربرد را داشتند و مهم‎ترین عامل تأثیر‌گذار بر پذیرش، عامل اعتماد بود. از نظر تفکیک جغرافیایی، قاره آسیا و بر اساس کشورها، چین و آمریکا بیشترین تعداد پژوهش‏ها را داشتند. بر اساس نتایج تحلیل شکاف در بخش کمّی پژوهش، تمرکز بر پذیرش تجارت اجتماعی در کسب‌و‌کارهای خدمات‎محور، به‌‎کارگیری روش‌های کیفی و ارائه مدل، تمرکز بر پلتفرم‌های تجارت الکترونیک و مجهز کردن آنها به سازه‌های تجارت اجتماعی و تمرکز بر تراکنش‎های ‌کسب‌و‌کار با ‌کسب‌و‌کار، خلأهای پژوهشی شناسایی شدند.

کلیدواژه‌ها

عنوان مقاله [English]

A Systematic Review of Social Commerce Adoption by Customers

نویسندگان [English]

  • Nasibeh Pouti 1
  • Mohammad Taghi Taghavifard 2
  • Mohammad Reza Taghva 3
  • Mohammad Fathian 4

1 Sayyed Jamaleddine Asadabadi University, Allameh Tabatabaei University

2 Associate Prof., Department of Industrial Engineering, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

3 Prof., Department of System Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

4 Prof., Department of Industrial Engineering, Iran University of Science and Technology, Tehran, Iran

چکیده [English]

Social commerce as a new paradigm of commerce has been considered for about a decade. The first attempt to apply this paradigm is to examine its acceptance process. In this research, social commerce acceptance studies have been reviewed with primary and secondary search strategies. The main purpose of this research is to examine the acceptance process from different perspectives and to analyze the research gap that paves the way for future research in this field. Survey perspectives include focus on acceptance steps, basic theories used, focus on value creation, extent of customer engagement, focus on innovation, type of media used, geographical focus, type of business transactions concerned, their influential factors, thematic focus and applied focus area, research methods used, data analysis tools and statistical samples. Accordingly, 203 articles were reviewed with two approaches: quantitative analysis and gap analysis. Quantitative analysis of studies showed that acceptance technology as the highest theories, social networks as most platforms, trust as the most widely used factor, Asia as most continental geographical focus, China and the United States as the most geographical focus of the country. Based on the gap analysis, service-oriented businesses, qualitative methods and modeling, focusing on e-commerce platforms and equipping them with social commerce constructs, and focusing on business-to-business transactions were identified as research gaps.

کلیدواژه‌ها [English]

  • Social commerce
  • Systematic review
  • Acceptance of innovation
  • Gap analysis
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مدیریت اطلاعات
دوره 7، شماره 1 - شماره پیاپی 12
شهریور 1400
صفحه 1-34
  • تاریخ دریافت: 30 دی 1399
  • تاریخ بازنگری: 19 اردیبهشت 1400
  • تاریخ پذیرش: 01 مرداد 1400
  • تاریخ اولین انتشار: 16 مرداد 1400