تعیین ویژگی های موثر بر رفتار مصرف کنندگان اینترنت پر سرعت در ایران

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 کارشناس‎ارشد مدیریت استراتژیک منابع انسانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

2 استادیار گروه MBA، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران

چکیده

افزایش تعداد کاربران اینترنت پُرسرعت طی سال‎های اخیر، بسیاری از سازمان‎ها را بر آن داشته است که در این عرصه به فعالیت بپردازند. به همین دلیل مقالۀ پیش رودورود رقبای جدید بقبای جدید به تلاش می‎کند آن دسته از ویژگی‎های کاربران اینترنت پرسرعت را که بر الگوی مصرفشان تأثیرگذار است به‌عنوان یکی از مهم‎ترین عوامل مؤثر بر موفقیت سازمان‎ها تعیین کند. در همین راستا به‎کمک روش نمونه‎گیری تصادفی ساده و پرسشنامه‎ای که روایی و پایایی آن با بهره‎مندی از نظر متخصصان و آلفای کرونباخ (83/0) به تأیید رسید، داده‎های پژوهش از میان نمونه‎ای با حجم 35392 نفر که از جامعۀ مد نظر (تمام کاربران اینترنت پُرسرعت کشور) انتخاب شد، به‎دست آمد. پس از تحلیل داده‎ها مشخص شد اغلب کاربران اینترنت پرسرعت، جوان، دانشجو و وفادارند و بیش از سه ساعت در روز اینترنت مصرف می‎کنند. پس از تعیین این ویژگی‎ها، معناداری تفاوت میان الگوی مصرف کاربران بر اساس ویژگی‎های هر یک با اجرای آزمون تحلیل واریانس یکطرفه به اثبات رسید.



 

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Determining effective characteristics on ADSL internet users’ behavior in Iran

نویسندگان [English]

  • Mohammad Hadi Sadegh 1
  • Mohammad Ali Shah Hoseini 2
1 MS.c. in Strategic Human Resource Management, Faculty of Management, University of Tehran, Tehran, Iran
2 Assistant Professor, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

The increase in the number of ADSL users over recent years has encouraged different companies to enter to this context. For this reason, the current article aims to study Internet ADSL users’ characteristics that affect their usage rate as one of the factors of organization’s achievement. Therefore, the data were collected using simple random method and questionnaire, the validity and reliability of which have been tested by professional’s opinions and Cronbach's Alpha (0.83). The samples included 35392 persons selected from the community of interest (all ADSL users in country). After analyzing gathered data, it was understood that most of the users are young, loyal university students who use internet more than three hours a day. After determining the above characteristics, a significant difference was shown to exist between usage rates of the users based on their characteristics using one way ANOVA technique.

کلیدواژه‌ها [English]

  • ADSL internet
  • usage rate
  • user behavior
  • organization’s achievement
  • users’ characteristics
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