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بررسی غیر مستقیم رفتارهای غیر اخلاقی و توهین آمیز بر روی برند کسب وکارهای اشتراکی (مورد مطالعه تاکسی های اینترنتی تهران) | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 6، دوره 8، شماره 4 - شماره پیاپی 28، اسفند 1400، صفحه 207-250 اصل مقاله (1.69 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2021.35112.2113 | ||
| نویسندگان | ||
| سید حبیب موسوی راشدی1؛ وحید مکی زاده* 2؛ اسماعیل حسن پور3 | ||
| 1گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد قشم، قشم، ایران | ||
| 2گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس. ایران | ||
| 3گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد قشم، قشم ، ایران | ||
| چکیده | ||
| در سال های اخیر فعالیت کسب وکارهای اشتراکی در زمینه ارائه خدمات تاکسی اینترنتی موفقیت آمیز بوده است، اعتماد خانواده های ایرانی به سیستم تاکسی اینترنتی سبب رونق و تنوع خدمات این کسب و کار شده است، رفتارهای غیر اخلاقی بعضی رانندگان، نگرانی هایی بر ای مسافران ایجاد کرده است. هدف از این تحقیق بررسی تاثیر رفتارهای غیر اخلاقی و توهین آمیز تاکسی های اینترنتی و رسوایی ناشی از آن بر محبوبیت برند تاکسی اینترنتی است. برای بررسی موضوع از پرسشنامه محقق ساخته با ضریب آلفای 0/83 و سپس بین ۳۸۴ نفر از مسافران تاکسی اینترنتی تهران بصورت کاملا تصادفی توزیع و جمع آوری گردید. نتایج تحقیق حاصل از تحلیل عاملی تاییدی در نرم افزار SPSS AMOS نشان می دهد رفتارهای غیر منصفانه بر محبوبیت برند تاکسی اینترنتی تاثیر منفی دارد. رضایت، وابستگی و تبلیغات کلامی مصرف کنندگان خدمات تاکسی اینترنتی بر محبوبیت برند تاکسی اینترنتی تأثیر می گذارد. "پذیرش رفتارهای غیر اخلاقی و توهین آمیز"بر رابطه وابستگی مصرف کنندگان به خدمات تاکسی های اینترنتی و محبوبیت برند نقش میانجی گری دارد | ||
| کلیدواژه‌ها | ||
| اخلاق؛ برند؛ کسب و کار اشتراکی | ||
| عنوان مقاله [English] | ||
| Indirect Investigation of Immoral and Offensive Behaviors on the Brand of Shared Businesses (Case Study of Tehran Internet Taxis) | ||
| نویسندگان [English] | ||
| Seyed Habib Moosavi Rashedi1؛ Vahid Makkizadeh2؛ Esmail Hassanpour3 | ||
| 1Department of Business Management, Qeshm Branch،Islamic Azad University،Qeshm,،Iran | ||
| 2business management, management and accounting, University of Hormozgan, Bandar Abbas, Iran. | ||
| 3Department of Business Management, Qeshm Branch،Islamic Azad University،Qeshm, Iran | ||
| چکیده [English] | ||
| In recent years, the activity of Shared businesses in providing Internet taxi services has been successful. The trust of Iranian families in the Internet taxi system has led to the prosperity and variety of services of this business, the immoral behaviors of some drivers, concerns for passengers Created. The purpose of this study is to investigate the impact of immoral and offensive behaviors of Internet taxis and the resulting scandal on the popularity of the Internet taxi brand. To examine the subject of the standardized questionnaire taken from the research of Grégoire et al (2010), Reynolds and Harris (2009), Mende et al (2013), Gelbrich (2010), Capella et al (2010), Zhou et al (2010) used. The validity of the questionnaire was measured by content and structure method and through confirmatory factor analysis and its reliability was measured by Cronbach's alpha coefficient. And then it was distributed and collected among 384 passengers of Tehran Internet Taxi completely randomly. The results of research from the analysis in SPSS AMOS software show that unfair behaviors have a negative effect on the popularity of the Internet taxi brand. Satisfaction, affiliation and verbal advertising of Internet taxi service consumers affect the popularity of the Internet taxi brand in Tehran. "Acceptance of immoral and offensive behaviors" mediates the relationship between consumers' dependence on Internet taxi services and brand popularity. | ||
| کلیدواژه‌ها [English] | ||
| ethics, brand, shared business | ||
| مراجع | ||
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