علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

جذابیت چندوجهی رسانه‌های اجتماعی در خرید آنلاین پوشاک: ارزیابی کیفی-کمی نگرش‌ پنهان کاربران

نوع مقاله : مقاله پژوهشی

نویسنده
گروه مدیریت و حسابداری، واحد تنکابن، دانشگاه آزاد اسلامی، تنکابن، ایران.
چکیده
این پژوهش باهدف تحلیل نقش سازنده جذابیت آنلاین برحضوروتأثیرگذاری در رسانه‌های اجتماعی درصنعت پوشاک تدوین شده است. روش پژوهش آمیخته بوده، درفاز اول تحلیل محتوا ومصاحبه با تکنیک فرافکنی صورت گرفته و خبرگان در این راستا بصورت هدفمند و نرم افزار بکار گرفته شده MaxQDA بود. در فاز دوم، کمی با استفاده از تحلیل عاملی تاییدی قدرت رابطه بین عامل‌ها مشخص گردید و اعتبار هر یک از سازه‌ها مورد بررسی قرار گرفت و نرم‌افزار این بخش PLS بود وجامعه آماری شامل کلیه کاربران رسانه‌های اجتماعی استان مازندران که در صنعت پوشاک به صورت آنلاین خرید می‌کنند. جامعه آماری نامحدود، بنابراین حجم نمونه بر اساس فرمول کوکران 384 نفر بود. یافته‌های کیفی، جذابیت آنلاین که شامل مولفه‌های جذابیت سایت و سهولت دسترسی، فراوانی و تنوع کالا و برند، دقت در خرید و پرستیژ استخراج گردید و در فاز کمی یافته‌ها نشان داد که جذابیت آنلاین تأثیرگذاری قوی (T-Value=42/72) بر حضور در پلتفرم‌ها دارد، به طوری که اینستاگرام بالاترین اولویت را کسب کرد. در نهایت مدل مفهومی چهار مولفه‌ای ارائه شده، چارچوبی سیستمی برای مدیران صنعت پوشاک فراهم می‌آورد تا با تمرکز بر بهینه‌سازی «جذابیت آنلاین» در پلتفرم‌های کلیدی، به طور استراتژیک به ارتقاء تأثیرگذاری برند خود در فضای دیجیتال دست یابند.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Multifaceted Attractiveness of Social Media in Online Apparel Shopping: A Qualitative-Quantitative Assessment of Users’ Latent Attitudes

نویسنده English

Elham Fazeli Veisari
Department of Management and accounting, To.c., Islamic Azad University, Tonekabon, Iran.
چکیده English

This research investigates the constructive role of online attractiveness on social media presence and influence within the apparel industry. The methodology employed is a mixed-methods approach. The initial qualitative phase involved content analysis and projective technique interviews, targeting purposefully selected experts, utilizing MAXQDA software. The second quantitative phase used Confirmatory Factor Analysis (CFA) to determine the strength of relationships between factors and examine the validity of each construct, employing PLS (Partial Least Squares) software. The statistical population for the quantitative segment comprised all social media users in Mazandaran Province who shop online for apparel. Considering the population as infinite, the sample size was determined to be 384 individuals based on Cochran’s formula. Qualitative findings identified online attractiveness comprising four components: website appeal and ease of access, frequency and variety of goods and brands, purchasing accuracy, and prestige. In the quantitative phase, findings demonstrated that online attractiveness has a strong influence ( -Value=42/72) on presence across platforms, with Instagram securing the highest priority. Ultimately, the proposed four-component conceptual model offers a systematic framework for apparel industry managers to strategically enhance their brand influence in the digital sphere by focusing on optimizing “online attractiveness” on key platforms; this underscores the necessity of an integrated approach based on these four core components.

کلیدواژه‌ها English

Online attractiveness
online business
prioritizing social platforms
digital marketing
apparel industry
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  • تاریخ دریافت 03 آذر 1404
  • تاریخ بازنگری 07 بهمن 1404
  • تاریخ پذیرش 13 بهمن 1404