تبیین ابعاد سواد رسانه‌های اجتماعی و تأثیر آن بر تمایل به پذیرش تجارت اجتماعی

نوع مقاله : مقاله پژوهشی

نویسنده

مربی، گروه مدیریت فناوری اطلاعات، دانشکده فنی مهندسی، دانشگاه سید جمال‌الدین اسدآبادی، همدان، ایران.

10.22059/mmr.2025.380764.1099

چکیده

هدف: هدف این پژوهش واکاوی مفاهیم و ابعاد سواد رسانۀ اجتماعی و بررسی تأثیر آن بر پذیرش تجارت اجتماعی توسط کاربران است. تجارت اجتماعی به‌عنوان یک نوآوری مبتنی بر فناوری در عرصۀ مدل‌های کسب‌وکار تجارت الکترونیک، نوعی تجارت آنلاین مجهز به سازه‌های اجتماعی است که توسعۀ این پارادایم نوین، مستلزم بررسی عوامل مؤثر بر پذیرش و کاربرد آن از سوی مشتریان است.
روش: در این پژوهش، ابتدا به مفاهیم عمیق و جامع سواد رسانه‌های اجتماعی پرداخته شد؛ سپس واکاوی جامعی از مفاهیم و مدل‌های مربوط به سواد رسانۀ اجتماعی، شامل مدل یکپارچۀ چندبُعدی، مدل خودمختاری SDT، مدل مبتنی بر مهارت و فرایندمحور، مدل‌های CSML و PSML، مدل SoMeLit و مدل SMILE انجام گرفت. بر اساس هدف پژوهش، تأثیر سواد رسانۀ اجتماعی بر تمایل به پذیرش تجارت اجتماعی با چهار بُعد اجتماعی، اطلاعاتی، فنی و حریم خصوصی مدل PSML بررسی شد. جامعۀ آماری پژوهش کاربران هفت رسانۀ اجتماعی پُرکاربرد در ایران، یعنی اینستاگرام، روبیکا، تلگرام، واتساپ، ایتا، بله و آی گپ بوده است که می‌توانند مشتریان بالقوۀ تجارت اجتماعی باشند. داده‌های پیمایشی جمع‌آوری شده بر اساس مدل‌سازی معادلات ساختاری ـ حداقل مربعات جزئی تحلیل شد.
یافته‌ها: براساس نتایج به‌دست‌آمده، تأثیر سه بُعد فنی و اجتماعی و حریم خصوصی سواد رسانۀ اجتماعی، بر تمایل به پذیرش تجارت اجتماعی در جامعۀ آماری کاربران ایرانی تأیید شد.
نتیجه‌گیری: نتایج این پژوهش، تأثیر سواد رسانه‌های اجتماعی را بر پذیرش تجارت اجتماعی توسط کاربران ایرانی تأیید می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Explaining the Dimensions of Social Media Literacy and Its Impact on the Willingness to Accept Social Commerce

نویسنده [English]

  • Nasibeh Pouti
Instructor, Department of Information Technology and Computer Engineering, Faculty of Engineering, Sayyed Jamaleddin Asadabadi University, Hamedan, Iran.
چکیده [English]

Objective
The purpose of this study is to explore the concepts and dimensions of social media literacy and examine its impact on users' acceptance of social commerce. Social commerce, as a technology-based innovation in the field of e-commerce business models, is a type of online commerce equipped with social constructs, and the development of this new paradigm requires examining the factors affecting its acceptance and use by customers. Over the past two decades, more than 100 factors affecting the acceptance of social commerce have been examined and confirmed. The most commonly used of these factors include trust, perceived ease of use, perceived usefulness, emotional support, informational support, attitude, mental norms, perceived behavioral control, beliefs, expected performance, expected effort, social influence, facilitating conditions, mutual understanding, motivation, expectations, interaction, social presence, user satisfaction, normative expectations, sociability skills, and social relationships. One of the factors that can affect the willingness to accept social commerce is the level of users' social media literacy, which has not been examined in previous studies. In this study, the effect of the social media literacy factor in the statistical population of Iranian users is examined.
Research Methodology
The present research method is based on positivism and inductive approach, and has a developmental-applied orientation. This research is a quantitative and field research conducted in a survey format and aims to explain and predict the effect of social media literacy on the intention and use of social commerce. In this research, first, the deep and comprehensive concepts of social media literacy are discussed, and then a comprehensive analysis of the concepts and models related to social media literacy, including the integrated multidimensional model, the SDT autonomy model, the skill-based and process-oriented model, the CSML and PSML models, the SoMeLit model, and the SMILE model, is conducted. The purpose of examining these models is to identify the dimensions of social media literacy. Based on the research objective, the effect of social media literacy on the willingness to accept social commerce was investigated with the four social, informational, technical, and privacy dimensions of the PSML model. The statistical population studied is the users of 7 widely used social media in Iran, including Instagram, Rubika, Telegram, WhatsApp, Eitaa, Bale, and iGap, who can be potential customers of social commerce. The collected survey data were analyzed based on structural equation modeling-partial least squares.
Findings
Based on the results obtained, the effect of the three technical, social and privacy dimensions of social media literacy on the willingness to accept social commerce in the statistical population of Iranian users was confirmed. Considering the application of structural equation modeling-partial least squares, the validity and reliability of the measurement model was examined with VIF, Cronbach's alpha, rho_A, CR, factor loadings, AVE and reliability of explicit variables, cross-sectional loadings, Fornell-Larker criterion, AVE criterion, HTMT criterion and all the indices were confirmed. On the other hand, the structural model was evaluated using the criteria of variance inflation factor (VIF), coefficient of determination (R2), and path coefficients.
Discussion & Conclusion
The results of this study confirm the effect of social media literacy on the acceptance of social commerce by Iranian users. Based on the literature study, the research model was created as a constitutive-reflective model. Four factors of the technical dimension of social media literacy, the information dimension of social media literacy, the privacy dimension of social media literacy, and the social dimension of social media literacy were created as components of the willingness to accept social commerce. On the other hand, the willingness to accept social commerce was modeled with some reflective factors. Based on the survey conducted in the target statistical population, the effect of the three factors of the social dimension, the technical dimension, and the privacy dimension of social media literacy on the willingness to accept social commerce was confirmed, and a determination coefficient of 0.728 was obtained for the dependent factor. One of the important limitations of this study was the novelty of the subject of social media literacy and the limited models for its investigation and measurement. In addition, the subject of social media literacy as a factor affecting the acceptance of social commerce had not been investigated in any similar study. In this study, the Tamplin model was used to measure social media literacy. It is recommended that other models of social media literacy be used in future research. In addition, the issue of social media literacy as a cornerstone of the correct use of social media can also be examined as an influential factor in research related to the use of various social media.
 

کلیدواژه‌ها [English]

  • Media literacy
  • Social media literacy
  • Social commerce
  • Adoption
  • Structural equation modeling
  • Social media

مراجع

صالحی، علی و روشندل اربطانی، طاهر (1403). شناسایی عوامل مؤثر بر ارتقای برند ملی با تأکید بر جاذبه‌های گردشگری ایران و با استفاده از ظرفیت‌های رسانه‌های اجتماعی. بررسی‌های مدیریت رسانه، 3(1)، 111-133.
میرزا نورعلی، فاطمه؛ خواجه‌ئیان، داتیس و حاجی حیدری، نسترن (1401). امکان‌مندی‌های پلتفرم‌های رسانه‌های اجتماعی در درگیرسازی کاربران. بررسی‌های مدیریت رسانه، 1(1)، 4-29.
پوطی، نسیبه؛ تقوی فرد، محمدتقی؛ تقوی، محمدرضا و فتحیان، محمد (1402). مرور نظام‌مند ابعاد پذیرش تجارت اجتماعی توسط مشتریان. مدیریت اطلاعات، 7(1)، 1-34.
 
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بررسی‌های مدیریت رسانه
دوره 3، شماره 4
1403
صفحه 3-36

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