عوامل مؤثر بر قصد مصرف مشارکتی با میانجیگری سودمندی درک‌شده

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکدۀ مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.

2 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

3 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکدۀ مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران.

10.22059/jibm.2024.378108.4804

چکیده

هدف: پدیدۀ مصرف مشارکتی، یکی از اشکال بسیار مهم مصرف پایدار در قرن بیست‌ویکم، از طریق پیشرفت‌های فناوری و تغییرات در رفتار مصرف‌کننده هدایت می‌شود. پژوهش حاضر با توجه به نقش مصرف‌کننده در انتشار مصرف مشارکتی، بر عوامل شناختی و محرک‌های متمایز و مؤثر بر مصرف‌کننده در مصرف مشارکتی، در حوزۀ اقامتگاه‌های اجاره‌ای آنلاینی تمرکز دارد که توسط پلتفرم‌های همتابه‌همتا تسهیل می‌شود.
روش: پژوهش حاضر از نوع توصیفی پیمایشی است. برای جمع‌آوری داده‌های متفاوت اما مکمل، از طرح سه‌سویه‌سازی یا هم‌سوسازی (مدل همگرا) با وزن‌دهی یکسان و هم‌زمان به داده‌ها استفاده شد. داده‌های کیفی از طریق ۳۲ مصاحبۀ نیمه‌ساختاریافته با مصرف‌کنندگانی که قصد داشتند در مصرف مشارکتی در زمینۀ پژوهش شرکت‌کنند، جمع‌آوری شد. تحلیل داده‌های کیفی، مستقل از مدل‌های نظری از پیش تعریف‌شده انجام شد. این روش، امکان شناسایی عوامل جدید از داده‌ها را فراهم می‌کند. داده‌های کیفی با استفاده از الگوی تحلیل مضمون و ایجاد تم‌های اصلی و فرعی و به‌کمک نرم‌افزار مکس کیودا ۲۴ انجام گرفت. داده‌های کمی نیز با توزیع پرسش‌نامه برای نمونۀ ۴۳۵ نفری در تهران به‌دست آمد. برای بررسی روابط بین متغیرها، هم‌زمان از تحلیل داده‌های کیفی، از طریق مدل‌سازی معادلات ساختاری و تحلیل عاملی استفاده شد.
یافته‌ها: نتایج به‌دست‌آمده از تجزیه‌وتحلیل داده‌های نظرسنجی، از مدل توسعه‌یافته کنش مستدل برای مصرف مشارکتی در حوزۀ اقامتگاه‌های اجاره‌ای از طریق پلتفرم‌های همتا حمایت کرد و تمامی فرضیه‌ها تأیید شدند. در این پژوهش، مصرف مشارکتی به‌عنوان یک نوآوری اجتماعی مفهوم‌سازی شد. در این مدل عوامل اجتماعی اعتماد، جامعه‌پذیری و تازگی‌طلبی، به‌عنوان پیشایندهای سودمندی درک‌شده شناسایی شدند که قصد مصرف‌کننده را معین می‌کنند. هنجارهای اجتماعی، به‌عنوان عامل تعیین‌کنندۀ حیاتی در مدل، تعیین‌کنندۀ اصلی قصد مصرف‌کننده در این زمینه هستند. در تجزیه‌وتحلیل داده‌های کیفی، ۱۴ مضمون برای عوامل مؤثر بر قصد مصرف مشارکتی در حوزۀ اقامتگاه‌های اجاره‌ای آنلاین، از دیدگاه شرکت‌کنندگان به‌دست‌آمد که عبارت‌اند از: شفافیت محتوا، حاکمیت پلتفرم و ارزیابی عملکرد، اعتبار پلتفرم، تأثیر همتایان آنلاین، تأثیر آشنایان، افزایش قدرت اختیار، تعامل بهبود یافته با میزبان، پیمایش سفر، بهبود تجربه، تمایل به راحتی، کارایی هزینه، مشوق‌های اقتصادی، رفتار اکتشافی.
نتیجه‌گیری: هدف این پژوهش، دستیابی به درک جامعی از محرک‌ها و عوامل تعیین‌کنندۀ رفتار مصرف‌کننده در مصرف مشارکتی با ادغام داده‌هایی از منابع کیفی و کمی بود. نتایج به‌دست‌آمده از مطالعۀ کمی نشان داد که همۀ عوامل اجتماعی (اعتماد، جامعه‌پذیری و تازگی‌طلبی) پیشایندهای سودمندی درک‌شده هستند و همراه با هنجارهای اجتماعی، قصد مصرف‌کننده را تعیین می‌کنند. هنجارهای اجتماعی، به‌عنوان عامل تعیین‌کنندۀ حیاتی در مدل، تعیین‌کنندۀ اصلی قصد مصرف‌کننده در این زمینه است. نتایج کیفی نیز نتایج کمّی را تکمیل و پشتیبانی کرد و ابعاد بیشتری از این عوامل مؤثر را برای ایجاد درک بهتر از عوامل مؤثر بر قصد مصرف‌کنندگان روشن ساخت. علاوه‌برآن، عوامل دیگری که بر قصد مصرف‌کنندگان در اقامتگاه‌های اجاره‌ای آنلاین در مصرف مشارکتی مؤثرند شناسایی شد که عبارت‌اند از: تمایل به راحتی، جنبه‌های اقتصادی و افزایش قدرت اختیار و پیمایش سفر.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Factors Influencing Collaborative Consumption Intention: The Mediating Role of Perceived Usefulness

نویسندگان [English]

  • Hanie Jafarisiavoshani 1
  • Gholam Hossein Khorshidi 2
  • Yaser Manesh 3
1 MSc. Student, Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
2 Prof., Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
3 Ph.D. Candidate, Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
چکیده [English]

Objective
The phenomenon of collaborative consumption, as one of the most important forms of sustainable consumption in the 21st century, is driven by technological advances and changes in consumer behavior. Considering the role of the consumer in the spread of collaborative consumption, the current research focuses on cognitive factors and distinct, effective stimuli for consumers in collaborative consumption within the field of online rental accommodations facilitated by peer-to-peer platforms.
 
Methodology
In this research, a mixed approach, triangulation (convergent model), was used to collect different but complementary data about the research problem, giving the same weighting to the data and collecting them simultaneously. Qualitative data were collected through 32 semi-structured interviews with consumers who plan to participate in collaborative consumption research. Collecting and analyzing qualitative data independently of pre-defined theoretical models allows for the identification of new factors from the data. In this research, we used thematic analysis for the analysis of qualitative data and creation of main themes and sub-themes using MAXQDA 24 software. Quantitative data were collected from the operationalization of the questionnaire on a sample of 435 people in Tehran. Statistical analysis is used simultaneously with qualitative data analysis, including structural equation modeling and factor analysis, to investigate the relationships between variables.
 
Findings
The results obtained from the analysis of survey data supported the developed model of reasoned action for collaborative consumption in rental accommodation through peer-to-peer platforms, confirming all hypotheses. In this research, collaborative consumption is conceptualized as a social innovation, where the social factors of trust, sociability, and novelty seeking are perceived as precursors of usefulness and determine the consumer's intention. Social norms, as a critical determinant in the model, are the main determinants of consumer intention in this context. The analysis of qualitative data identified 14 themes of factors affecting the intention of collaborative consumption in the field of online rental accommodation from the participant's point of view, include: content transparency, platform governance and performance evaluation, platform credibility, online peer influence, acquaintances influence, Increase discretionary power, improved interaction with the host, journey navigation, improved experience, desire for convenience, cost efficiency, economic incentives, and exploratory behavior.
 
Conclusion
This research aims to achieve a comprehensive understanding of the motivation and determinants of consumer behavior in collaborative consumption by integrating insights from qualitative and quantitative data sources simultaneously. The results obtained from the quantitative study show that all the social factors of trust, sociability, and novelty are perceived as precursors of perceived usefulness and, together with social norms, determine the consumer's intention. Social norms, as a critical determinant in the model, are the main determinants of consumer intention in this context. Qualitative results also support and complement the obtained quantitative results, with the themes generated from the analysis supporting trust, sociability, novelty, perceived usefulness, and social norms, and identifying additional factors such as the desire for convenience, economic aspects, increased discretionary power, and journey navigation as effective influences on consumer intention in online rental accommodations.
 

کلیدواژه‌ها [English]

  • Collaborative Consumption
  • Peer-to-Peer Accommodation
  • Reasoned Action
  • Social Innovation
  • Trust

مراجع

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مدیریت بازرگانی
دوره 17، شماره 4
1404
صفحه 1094-1138

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