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
عنوان مقاله [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