سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

موسوی, سید نجم الدین, حسینی, مینا, صالح آبادی, شقایق. (1402). شناسایی و اولویت‌بندی عوامل موثر بر الهام‌گیری از مشتری در جوامع آنلاین برند با روش دلفی فازی. , 22(56), 165-198. doi: 10.48308/jbmp.2024.235111.1589
سید نجم الدین موسوی; مینا حسینی; شقایق صالح آبادی. "شناسایی و اولویت‌بندی عوامل موثر بر الهام‌گیری از مشتری در جوامع آنلاین برند با روش دلفی فازی". , 22, 56, 1402, 165-198. doi: 10.48308/jbmp.2024.235111.1589
موسوی, سید نجم الدین, حسینی, مینا, صالح آبادی, شقایق. (1402). 'شناسایی و اولویت‌بندی عوامل موثر بر الهام‌گیری از مشتری در جوامع آنلاین برند با روش دلفی فازی', , 22(56), pp. 165-198. doi: 10.48308/jbmp.2024.235111.1589
موسوی, سید نجم الدین, حسینی, مینا, صالح آبادی, شقایق. شناسایی و اولویت‌بندی عوامل موثر بر الهام‌گیری از مشتری در جوامع آنلاین برند با روش دلفی فازی. , 1402; 22(56): 165-198. doi: 10.48308/jbmp.2024.235111.1589

شناسایی و اولویت‌بندی عوامل موثر بر الهام‌گیری از مشتری در جوامع آنلاین برند با روش دلفی فازی

چشم انداز مدیریت بازرگانی
دوره 22، شماره 56 - شماره پیاپی 90، اسفند 1402، صفحه 165-198    اصل مقاله (1.59 M)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.48308/jbmp.2024.235111.1589
نویسندگان
سید نجم الدین موسوی* 1؛ مینا حسینی2؛ شقایق صالح آبادی3
1استاد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران
2دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران
3دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران
چکیده
این پژوهش با هدف شناسایی عوامل موثر بر الهام‌‌گیری از مشتری در جوامع آنلاین برند با روش دلفی فازی انجام پذیرفت. پژوهش حاضر از نظر نوع داده، آمیخته و بر مبنای پژوهش کیفی و کمی است که از نظر فلسفه پژوهش در زمره پژوهش‌های قیاسی استقرایی می‌گنجد. لذا پژوهش حاضر از نظر هدف، کاربردی و‌ از لحاظ ماهیت ‌و روش، توصیفی‌ پیمایشی ‌است. جامعه آماری پژوهش خبرگان هستند که تعداد 30 نفر از آن‌ها بر اساس اصل کفایت نظری و با استفاده از روش نمونه‌گیری هدفمند انتخاب شدند. در بخش کیفی پژوهش، ابزار گردآوری داده‌ها مصاحبه نیمه‌ ساختاریافته است که روایی و پایایی آن با استفاده از ضریب CVR و آزمون درون کدگذار و میان-کدگذار تایید شد. هم‌چنین ابزارگردآوری داده‌ها در بخش کمی پرسشنامه دلفی فازی است که روایی و پایایی آن با استفاده از روایی محتوا و آزمون مجدد تایید شد. برای تحلیل داده‌ها در بخش کیفی از روش کدگذاری و نرم افزار Atlas.ti و در بخش کمی از روش Delphi fuzzy استفاده شد. نتایج پژوهش حاکی از تأثیر عوامل ذکر شده بر الهام‌گیری از مشتری در جوامع آنلاین برند است که با توجه به شرایط پر رقابت کسب‌وکارها، مدیران و صاحبان کسب‌وکارها برای بهبود عملکرد خود بایستی به این عوامل توجه ویژه‌ای داشته باشند. از این‌رو، پرداختن به مقوله الهام‌گیری از مشتری می‌تواند مشتری را تحت تأثیر قرار دهد و نه تنها احتمال خرید و وفاداری آن‌ها را در پی دارد؛ بلکه رشد و بقای کسب‌وکارها را افزایش می‌دهد.
کلیدواژه‌ها
الهام‌گیری از مشتری؛ جوامع آنلاین برند؛ دلفی فازی
عنوان مقاله [English]
Identifying and prioritizing the factors affecting customer inspiration in online brand communities with the fuzzy Delphi method
نویسندگان [English]
Sayed Najmmedin Mousavi1؛ Mina Hosseini2؛ Shaghayegh Salehabadi3
1Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
2Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
3Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
چکیده [English]
This research was conducted with the purpose of identifying the factors influencing customer inspiration in online brand communities with the fuzzy Delphi method. In terms of the type of data, the current research is mixed and based on qualitative and quantitative research, which in terms of research philosophy is included in the category of inductive comparative research. Therefore, the current research is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of the research is the experts,30 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. In the qualitative part of the research, the data collection tool is a semi-structured interview, the validity and reliability of which was confirmed using the CVR coefficient and intra-coder and inter-coder tests. Also, the data collection tool in the quantitative section is a fuzzy Delphi questionnaire,whose validity and reliability were confirmed using content validity and retesting.For data analysis,the coding method and Atlas.ti software were used in the qualitative part,and Delphi fuzzy method was used in the quantitative part.The results of the research indicate the effect of the mentioned factors on customer inspiration in online brand communities,and considering the competitive conditions of businesses,managers and business owners should pay special attention to these factors in order to improve their performance.Therefore,dealing with the category of customer inspiration can influence the customer and not only leads to the possibility of their purchase and loyalty;Rather,it increases the growth and survival of businesses.
کلیدواژه‌ها [English]
customer inspiration, online brand communities, Fuzzy Delphi
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