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بررسی نقش میانجی تمایل به خرید الکترونیکی در ارزیابی شناختی از فاصله اجتماعی و شدت استفاده از شبکههای اجتماعی در طی پاندمی COVID-19 | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 6، دوره 9، شماره 3 - شماره پیاپی 31، مهر 1401، صفحه 221-254 اصل مقاله (1.42 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2022.38677.2286 | ||
| نویسندگان | ||
| نسرین رسولی1؛ محمد مهدی دوالی* 2؛ الهه سیدی3 | ||
| 1کارشناسی ارشد مدیریت بازرگانی، دانشگاه ارومیه، ایران | ||
| 2استادیار گروه مدیریت دولتی دانشگاه پیام نور، تهران، ایران | ||
| 3کارشناسی 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 | ||
| شدت استفاده از شبکه اجتماعی؛ فاصله اجتماعی؛ تمایل به خرید الکترونیکی؛ کووید19 | ||
| 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 rasouli1؛ Mohammad Mehdi davali2؛ elaheh seyyedi3 | ||
| 1Master of Business Administration, Urmia University, Iran | ||
| 2Assistant Professor, Department of Public Administration, Payame Noor University, Tehran, Iran | ||
| 3Master 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 | ||
| مراجع | ||
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