تبیین ابعاد سواد رسانه های اجتماعی و تأثیر آن بر تمایل به پذیرش تجارت اجتماعی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف: هدف این پژوهش واکاوی مفاهیم و ابعاد سواد رسانه اجتماعی و بررسی تأثیر آن بر پذیرش تجارت اجتماعی توسط کاربران است. تجارت اجتماعی به عنوان یک نوآوری مبتنی بر فناوری در عرصه مدل های کسب وکار تجارت الکترونیک، نوعی تجارت آنلاین مجهز به سازه های اجتماعی است که توسعه این پارادایم نوین، مستلزم بررسی عوامل مؤثر بر پذیرش و کاربرد آن از سوی مشتریان است.روش: در این پژوهش، ابتدا به مفاهیم عمیق و جامع سواد رسانه های اجتماعی پرداخته شد؛ سپس واکاوی جامعی از مفاهیم و مدل های مربوط به سواد رسانه اجتماعی، شامل مدل یکپارچه چندبُعدی، مدل خودمختاری SDT، مدل مبتنی بر مهارت و فرایندمحور، مدل های CSML و PSML، مدل SoMeLit و مدل SMILE انجام گرفت. بر اساس هدف پژوهش، تأثیر سواد رسانه اجتماعی بر تمایل به پذیرش تجارت اجتماعی با چهار بُعد اجتماعی، اطلاعاتی، فنی و حریم خصوصی مدل PSML بررسی شد. جامعه آماری پژوهش کاربران هفت رسانه اجتماعی پُرکاربرد در ایران، یعنی اینستاگرام، روبیکا، تلگرام، واتساپ، ایتا، بله و آی گپ بوده است که می توانند مشتریان بالقوه تجارت اجتماعی باشند. داده های پیمایشی جمع آوری شده بر اساس مدل سازی معادلات ساختاری حداقل مربعات جزئی تحلیل شد.یافته ها: براساس نتایج به دست آمده، تأثیر سه بُعد فنی و اجتماعی و حریم خصوصی سواد رسانه اجتماعی، بر تمایل به پذیرش تجارت اجتماعی در جامعه آماری کاربران ایرانی تأیید شد.نتیجه گیری: نتایج این پژوهش، تأثیر سواد رسانه های اجتماعی را بر پذیرش تجارت اجتماعی توسط کاربران ایرانی تأیید می کند.Explaining the Dimensions of Social Media Literacy and Its Impact on the Willingness to Accept Social Commerce
ObjectiveThe purpose of this study is to explore the concepts and dimensions of social media literacy and examine its impact on users' acceptance of social commerce. Social commerce, as a technology-based innovation in the field of e-commerce business models, is a type of online commerce equipped with social constructs, and the development of this new paradigm requires examining the factors affecting its acceptance and use by customers. Over the past two decades, more than 100 factors affecting the acceptance of social commerce have been examined and confirmed. The most commonly used of these factors include trust, perceived ease of use, perceived usefulness, emotional support, informational support, attitude, mental norms, perceived behavioral control, beliefs, expected performance, expected effort, social influence, facilitating conditions, mutual understanding, motivation, expectations, interaction, social presence, user satisfaction, normative expectations, sociability skills, and social relationships. One of the factors that can affect the willingness to accept social commerce is the level of users' social media literacy, which has not been examined in previous studies. In this study, the effect of the social media literacy factor in the statistical population of Iranian users is examined.Research MethodologyThe present research method is based on positivism and inductive approach, and has a developmental-applied orientation. This research is a quantitative and field research conducted in a survey format and aims to explain and predict the effect of social media literacy on the intention and use of social commerce. In this research, first, the deep and comprehensive concepts of social media literacy are discussed, and then a comprehensive analysis of the concepts and models related to social media literacy, including the integrated multidimensional model, the SDT autonomy model, the skill-based and process-oriented model, the CSML and PSML models, the SoMeLit model, and the SMILE model, is conducted. The purpose of examining these models is to identify the dimensions of social media literacy. Based on the research objective, the effect of social media literacy on the willingness to accept social commerce was investigated with the four social, informational, technical, and privacy dimensions of the PSML model. The statistical population studied is the users of 7 widely used social media in Iran, including Instagram, Rubika, Telegram, WhatsApp, Eitaa, Bale, and iGap, who can be potential customers of social commerce. The collected survey data were analyzed based on structural equation modeling-partial least squares.FindingsBased on the results obtained, the effect of the three technical, social and privacy dimensions of social media literacy on the willingness to accept social commerce in the statistical population of Iranian users was confirmed. Considering the application of structural equation modeling-partial least squares, the validity and reliability of the measurement model was examined with VIF, Cronbach's alpha, rho_A, CR, factor loadings, AVE and reliability of explicit variables, cross-sectional loadings, Fornell-Larker criterion, AVE criterion, HTMT criterion and all the indices were confirmed. On the other hand, the structural model was evaluated using the criteria of variance inflation factor (VIF), coefficient of determination (R2), and path coefficients.Discussion & ConclusionThe results of this study confirm the effect of social media literacy on the acceptance of social commerce by Iranian users. Based on the literature study, the research model was created as a constitutive-reflective model. Four factors of the technical dimension of social media literacy, the information dimension of social media literacy, the privacy dimension of social media literacy, and the social dimension of social media literacy were created as components of the willingness to accept social commerce. On the other hand, the willingness to accept social commerce was modeled with some reflective factors. Based on the survey conducted in the target statistical population, the effect of the three factors of the social dimension, the technical dimension, and the privacy dimension of social media literacy on the willingness to accept social commerce was confirmed, and a determination coefficient of 0.728 was obtained for the dependent factor. One of the important limitations of this study was the novelty of the subject of social media literacy and the limited models for its investigation and measurement. In addition, the subject of social media literacy as a factor affecting the acceptance of social commerce had not been investigated in any similar study. In this study, the Tamplin model was used to measure social media literacy. It is recommended that other models of social media literacy be used in future research. In addition, the issue of social media literacy as a cornerstone of the correct use of social media can also be examined as an influential factor in research related to the use of various social media.
تبلیغات
