بررسی اثرگذاری مدل پذیرش فناوری و عوامل اجتماعی بر نگرش و قصد خرید، با در نظر گرفتن نقش تعدیل‌گر ذهن‌آگاهی فناوری اطلاعات (مورد مطالعه: کاربران اپلیکیشن اسنپ‌فود)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.

2 عضو هیئت علمی و استادیار، گروه مدیریت، دانشگاه آزاد اسلامی واحد مبارکه، مبارکه، ایران.

چکیده

پژوهش حاضر بر اساس هدف، کاربردی بوده و از نظر روش جمع‌آوری داده‌ها برای آزمون فرضیه‌ها با سوالات از نوع توصیفی - پیمایشی از شاخه میدانی می‌باشد. جامعه آماری پژوهش شامل کاربران اپلیکیشن اسنپ فود در اصفهان به تعداد نامعلوم و ابزار گردآوری داده‌ها، پرسشنامه استاندارد وحدت و همکاران (2020) است. روش نمونه‌گیری، با توجه به پراکندگی جامعه آماری، نمونه‌گیری در دسترس می‌باشد. حجم نمونه با استفاده از فرمول کوکران در سطح خطای پنج درصد، 380 نفر به دست آمد. تجزیه و تحلیل آماری، در دو بخش آمار توصیفی و همچنین آمار استنباطی با کمک آزمون همبستگی و رگرسیون انجام شده است. برای تجزیه و تحلیل داده‌ها، از نرم‌افزارهای AMOS و SPSS استفاده شده است. بر اساس نتایج حاصله، سودمندی ادراک شده و سهولت استفاده ادراک شده بر نگرش به استفاده از برنامه کاربردی تلفن همراه تأثیر مثبت و معناداری دارد. همچنین، اثر اجتماعی نقش دوستان و همکاران بر نگرش به استفاده از برنامه کاربردی تلفن همراه تأثیر مثبت و معناداری دارد. طبق نتایج حاصله، نگرش به استفاده از برنامه کاربردی تلفن همراه بر قصد خرید تأثیر مثبت و معناداری دارد. ذهن‌آگاهی فناوری اطلاعات می‌تواند به عنوان متغیر تعدیل‌گر در رابطه میان سودمندی ادراک شده و نگرش، سهولت استفاده  ادراک شده و نگرش و  نگرش به استفاده از برنامه کاربردی تلفن همراه و قصد خرید ایفای نقش نماید.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Effect of Technology Acceptance Model and Social Factors on Attitudes and Purchase Intentions, Considering the Moderating Role of Information Technology Mindset (Case Study: Snapfood Application Users)

نویسندگان [English]

  • Zahra Alahverdi 1
  • Saeid Landaran Esfahani 2
1 PhD Student, Department of Management, Islamic Azad University of Mobarakeh, Mobarakeh, Iran.
2 Faculty of Member, Department of Management, Islamic Azad University of Mobarakeh, Mobarakeh, Iran.
چکیده [English]

TAM is one of the models that has been widely used to explain the factors affecting the acceptance of information systems and information and communication technology by users and customers. The present study is based on applied objectives and in terms of data collection method to test hypotheses with descriptive-survey questions is a field branch. The statistical population of the present study consists of users of Snapfood application software. After conducting preliminary studies on a small part of the statistical population, the sample size using the Cochran's formula is equal to an error level of five percent. It is estimated at 384 people. The data collection tool was questionnaires and valid texts related to the research topic designed by the researcher and consisted of 25 specialized questions and 8 demographic questions, the validity of which was based on the opinion of the supervisor and its reliability from Cronbach's alpha index was obtained after collecting 30 questionnaires equal to 0.779. In statistical analysis, due to the nature of hypotheses and the type of variables, the methods available in descriptive statistics to examine and compare the information collected through a questionnaire and in the inferential statistics section, correlation and regression tests, which in Finally, AMOS and SPSS software were used to analyze and apply these tests. Based on the results, all the hypotheses of the research were confirmed and it is indicated that with the knowledge that is obtained from the factors influencing the desire to buy Electronically.     

کلیدواژه‌ها [English]

  • Technology acceptance model
  • Social Factors
  • purchase intention
  • mindfulness
  • Information Technology

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