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تاثیر وظیفه شناسی و برون گرایی در قصد استفاده مشتریان از مصرف مشارکتی: بررسی موردی تاکسیهای اینترنتی | ||
مطالعات رفتار مصرفکننده | ||
مقاله 3، دوره 12، شماره 1، خرداد 1404، صفحه 43-65 اصل مقاله (930.38 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/cbsj.2025.136116.2184 | ||
نویسندگان | ||
حمیدرضا لورک آقا1؛ شیرین اصلانی* 2؛ میثاق تصوری2 | ||
1مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه صنعتی شریف، تهران، ایران. | ||
2مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه صنعتی شریف، تهران، ایران | ||
چکیده | ||
امروزه اقتصاد مشارکتی و بهویژه مصرف مشارکتی به یکی از مدلهای کسبوکار مرسوم در دنیا تبدیل شده است. صنعت تاکسیهای اینترنتی به عنوان یکی از نمونه های مصرف مشارکتی، در دنیا و ایران با رشد قابل توجه مواجه بوده و به یک عرصه رقابتی تبدیل شده است. شرکت ها به منظور حفظ مزیتهای رقابتی پایدار و جذب بهتر مشتریان نیازمند شناخت عوامل انگیزشی و محرک رفتار مصرفکنندگان خواهند بود. در این پژوهش به دنبال پاسخ به این پرسش هستیم که ویژگیهای شخصیتی از طریق چه مکانیزمهایی بر قصد استفاده از مصرف مشارکتی تاثیرگذار خواهند بود. بدین منظور با استفاده از تئوری خودتعیین گری تاثیر دو ویژگی شخصیتی برونگرایی و وظیفهشناسی بر قصد استفاده از تاکسیهای اینترنتی از طریق مکانیزم صرفهجویی اقتصادی بررسی شد. این پژوهش از نظر هدف کاربردی و از منظر روش در دسته پژوهشهای توصیفی قرار میگیرد که به صورت پیمایشی بر روی جامعه آماری کاربران تاکسیهای اینترنتی شهر تهران انجام شده است. در این راستا بر اساس روش نمونهگیری بر اساس سهولت، ۱۶۶ پرسشنامه با استفاده از روش معادلات ساختاری مورد تحلیل قرار گرفت. نتایج تحقیق ما نشان می دهد که وظیفهشناسی از طریق متغیر میانجی صرفهجویی اقتصادی بر قصد استفاده از تاکسیهای اینترنتی به صورت معنا داری تاثیرگذار بوده و تاثیر مستقیم آن بر قصد استفاده نیز تایید شد. لیکن تاثیر برونگرایی بر صرفهجویی اقتصادی و همچنین قصد استفاده از تاکسیهای اینترنتی تایید نگردید. | ||
کلیدواژهها | ||
اقتصاد مشارکتی؛ برونگرایی؛ وظیفهشناسی؛ صرفهجویی اقتصادی؛ رفتار مصرفکننده | ||
مراجع | ||
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