ارائه مدلی برای اندازه‌گیری تاثیرات رسانه ‌اجتماعی و هوش‌هیجانی

نویسندگان

1 دانش‌آموخته رشته مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات تهران، دانشگاه آزاد اسلامی، تهران، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات تهران، دانشگاه آزاد اسلامی، تهران، ایران (نویسنده مسئول)

3 استاد، مدیریت گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

مقدمه: ضرورت شناخت و استفاده از هوش­هیجانی در رسانه­اجتماعی در شرایط پیچیده محیطی در حصول تصمیم­گیری رفتار منطقی خرید ضروری است؛ بنابراین تحقیق حاضر با شناسایی و اندازه­گیری مؤلفه­ها، و شاخص­های رسانه­اجتماعی و هوش­هیجانی اثرگذار بر تصمیم­گیری رفتار خرید، به ارائه مدل می­پردازد.
روش کار: روش تحقیق آمیخته/ترکیبی با رویکرد اکتشافی زنجیره­ای همزمان/متوالی با طرح نظریه­زمینه­ای می­ باشد. جامعه آماری30  نفر از خبرگان دانشگاهی و صاحب نظران  داخلی و خارجی بودند و حجم نمونه انتخابی کمی400  نفر بود. نتایج مدل سنجش روایی­سازه و روایی­همگرا، و برای برآورد میزان ضرایب پایایی مفاهیم ابزار اندازه‌گیری از آلفای کرونباخ  با استفاده از نرم افزار spss و همچنین برای تهیه  گزارشات آماری با نرم­افزار فوق از لیزرل استفاده گردید.
نتایج: در داده­های کیفی از مصاحبه­های عمیق ساخت­نیافته هدفمند مجازی با 30  نفر از صاحب­نظران با اشباع نظری و کدگذاری باز با 81 مقوله، کدگذاری محوری 7 شاخص و کدگذاری گزینشی با 2 مقوله از عوامل، مؤلفه­ها یا شاخص­هایی که در اندازه­گیری رسانه­اجتماعی و هوش­هیجانی بر تصمیم­گیری رفتار خرید تاثیرگذار بودند، استخراج گردید. مطالعات کمی با استفاده از سه مطالعه آزمونی در فواصل معین زمانی، از گرد­آوری داده­های پیمایشی/کاربردی از هوش­هیجانی با پنج مؤلفه (15 خرده مقیاس)، رسانه­اجتماعی با 7 مؤلفه و تصمیم­گیری رفتار خرید با 2 مؤلفه  (پنج خرده­مقیاس) صورت گرفت.
نتیجه­گیری: با توجه به نتایج تحقیق می توان گفت که بخش کیفی داده­ها با اشباع نظری و بخش کمی با استفاده از  تبدیل داده­های کیفی به کمی، ارتباط میان مولفه­ها، شناسایی و ارائه مدل  و اندازه­گیری تاثیرات متغیرها تایید گردید.

کلیدواژه‌ها


عنوان مقاله [English]

Mixed method measurement model, social media and emotional intelligence, and behavioral decision making

نویسندگان [English]

  • Seyedmohammadhosein Mousavi 1
  • Karim Hamdi 2
  • Hosein Vazifehdoust 3
1 Graduate of Business Management, Faculty of Management and Economics, Tehran Branch of Science and Research, Islamic Azad University, Tehran, Iran
2 Associate Professor, Department of Business Management, Faculty of Management and Economics, Tehran Science and Research Branch, Islamic Azad University, Tehran, Iran (Corresponding Author)
3 Professor of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Introduction: The need to recognize and use emotional intelligence in social media in complex environmental conditions is essential in making rational purchasing behavior decisions; Therefore, the present study presents a model by identifying and measuring the components, and indicators of social media and emotional intelligence influencing purchasing behavior decision making.
Material and Methods: The research method is a combination with a simultaneous / consecutive chain heuristic approach with grounded theory design. The statistical population was 30 academic experts and domestic and foreign experts and the sample size was a little 400. model of validity-construct and validity-convergent measurement, and to estimate the reliability coefficients of the concepts of measurement tools from Cronbach's alpha using SPSS software and also to prepare statistical reports with the above software LISREL was used.
Results: In qualitative data from in-depth structured virtual purposeful interviews with 30 experts with theoretical saturation and open coding with 81 categories, axial coding with 7 indicators and selective coding with 2 categories of factors, components Or indices that were influential in measuring social media and emotional intelligence on purchasing behavior decision were extracted. Quantitative studies using three experimental studies at regular intervals, from the collection of survey / applied data from emotional intelligence with five components (15 subscales), social media with 7 components and purchasing behavior decision making with 2 Component (five subscales) was performed.
Conclusion: The qualitative part of the data with theoretical saturation and the quantitative part using the conversion of qualitative data to quantitative, the relationship between components, identifying and presenting the model and measuring the effects Variables were approved 

کلیدواژه‌ها [English]

  • Mixed Method Measurement Model
  • Social Media and Emotional Intelligence
  • and Purchasing Behavior Decision-Making
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