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طراحی مدل بومی بازاریابی دیجیتال در کسب‌وکارهای کوچک خرده فروشی آنلاین ایران | ||
| فصلنامه علمی پژوهشی توسعه کارآفرینی | ||
| دوره 16، شماره 1 - شماره پیاپی 59، خرداد 1402، صفحه 109-120 اصل مقاله (1.03 M) | ||
| نوع مقاله: مقالات پژوهشی آمیخته | ||
| شناسه دیجیتال (DOI): 10.22059/jed.2022.343601.653967 | ||
| نویسندگان | ||
| نسیم رحمانی1؛ شادان وهاب زاده منشی* 1؛ هرمز مهرانی2 | ||
| 1گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران. | ||
| 2گروه مدیریت، موسسه آموزش عالی غزالی، قزوین، ایران | ||
| چکیده | ||
| هدف: طراحی مدل بازاریابی دیجیتال در کسب و کارهای خرده‌فروشی آنلاین کوچک در ایران با رویکرد آمیخته. روش تحقیق: استفاده از رویکرد آمیخته (کیفی و کمی) برای جمع‌آوری و تحلیل داده‌ها با نمونه آماری در بخش کیفی شامل ۱۱ نفر از خبرگان و در بخش کمی شامل ۲۴۰ نفر از مدیران، کارآفرینان و کارشناسان کسب و کارهای خرده‌فروشی آنلاین و ابزارهای جمع‌آوری داده شامل مصاحبه نیمه ساختاریافته (در بخش کیفی) و پرسش‌نامه محقق ساخته (در بخش کمی) بوده است. یافته‌ها: با تحلیل داده‌های کیفی و کمی، شش دسته‌بندی عامل شامل شرایط عللی، عوامل زمینه‌ای، استراتژی‌ها، پدیده مرکزی، عوامل مداخله‌گر و پیامدها شناسایی شدند. در زمینه بازاریابی دیجیتال، شاخص‌های اعطای حق انتخاب به مشتریان، حفظ و نگهداری مشتریان، ارائه خدمات بر اساس نیازهای مشتریان، روابط مناسب با مشتریان و ایجاد ارزش شناسایی شدند. رقابت‌پذیری شرکت‌ها به عنوان مهم‌ترین عامل مداخله‌گر شناسایی شد؛ و توسعه اقتصادی و بهبود کیفیت خدمات به عنوان دسته‌بندی‌های اصلی پیامدها شناسایی شدند. نتیجه‌گیری: نتایج بخش کمی نشان داد که مدل پیشنهادی دارای اعتبارکافی است. | ||
| کلیدواژه‌ها | ||
| بازاریابی دیجیتال؛ رقابت‌پذیری؛ تعامل با مشتری؛ نظریه داده‌بنیاد | ||
| عنوان مقاله [English] | ||
| Developing a native model of digital marketing in small online retail businesses in Iran | ||
| نویسندگان [English] | ||
| nasim rahmani1؛ shadan vahabzadeh munshi1؛ hormoz mehrani2 | ||
| 1Department of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran. | ||
| 2Department of Management, Ghazali Institute of Higher Education, Qazvin, Iran. | ||
| چکیده [English] | ||
| This study aims to design a native model of digital marketing in small online retail businesses in Iran. The present research is an applied research in terms of purpose and a mixed research method in terms of data collection method. The statistical population in the qualitative section includes 11 experts and in the quantitative section includes managers, owners, entrepreneurs and experts of small online retail companies, from which a sample of 168 people has been selected. The main data collection tools in the field section included a semi-structured interview (in the qualitative section) and a researcher-made questionnaire of 37 items based on a five-point Likert scale (in the quantitative section). The validity and reliability of the questionnaire were confirmed by content validity method and Cronbach's alpha coefficient, respectively. Qualitative data analysis was performed using the grounded theory method and MAXQDA software, and the partial least squares technique and Smart PLS software were used to test the hypotheses. Based on the results of qualitative analysis, six categories of factors including causal conditions, underlying factors, strategies, pivotal phenomena, intervening factors and consequences were identified. Targeted marketing was identified as the main category in relation to the context. In relation to causal conditions, two main categories including time management and cost were identified. In relation to digital marketing as a central phenomenon of research, the indicators of giving customers the right to choose, retaining customers, providing services in accordance with customer demands, establishing appropriate relationships and relationships with customers, and creating value for customers were identified. Commercialization strategies were identified as the main category of strategies and actions. Competitiveness of companies has been identified as the most important intervention factors; and economic development and service quality improvement were identified as the main categories of outcomes. | ||
| کلیدواژه‌ها [English] | ||
| Digital Marketing, Competitiveness, Customer Interaction, grounded theory | ||
| مراجع | ||
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