نقش ميانجي شبكه‌هاي اجتماعي در ارتباط بين توسعة خرده فروشي آنلاين با درگيري ذهني و قصد خريد مصرف‌كنندگان كالا و تجهيزات ورزشي و ارئة مدل

The Mediating Role of Social Networking in the Relationship between Online Retail Development with Mental Involvement and Consumers' Intention to Buy Sporting Commodity and Equipment : A Grounded Theory Study

هدف اين پژوهش نقش ميانجي شبكه هاي اجتماعي در ارتباط بين توسعه خرده فروشي آنلاين با درگيري ذهني و قصد خريد مصرف كنندگان كالا و تجهيزات ورزشي و ارئه مدل بود. پژوهش حاضر از لحاظ هدف كاربردي و از نظر ماهيت، توصيفي همبستگي بود. جامعه آماري شامل مصرف كنندگان كالاها و تجهيزات ورزشي بود كه تعداد دقيق اين افراد نامشخص بود. داده ها از طريق پرسشنامه محقق ساخته توسعه خرده فروشي آنلاين، شبكه هاي اجتماعي ويسي (1396)، درگيري ذهني سي. مو. باهك (2000) و قصد خريد ديالو (2012) گردآوري شد كه پيش تر روايي به وسيله نظر خبرگان و پايايي آن ها به وسيله محاسبه آلفاي كرونباخ مورد تأييد گرديده بود. روش تحليل داده ها مدل سازي معادلات ساختاري روش واريانس محور بود كه با كمك نرم افزار SPSS نسخه 17 و PLS نسخه 2 انجام گرفت. يافته هاي پژوهش نشان داد كه نقش ميانجي شبكه - هاي اجتماعي در ارتباط بين توسعه خرده فروشي هاي آنلاين كالا و تجهيزات ورزشي با درگيري ذهني به لحاظ آماري معنادار است (0/01>P). با اين حال نقش ميانجي شبكه هاي اجتماعي در ارتباط بين توسعه خرده فروشي هاي آنلاين كالا و تجهيزات ورزشي با قصد خريد به لحاظ آماري معنادار نيست (0/05

The purpose of this study was to mediate the role of social networks in the relationship between online retail development with mental conflict and the intention of consumers to buy sports goods and equipment and providing a model. The present study was applied in terms of purpose and descriptive in nature. The statistical population included consumers of sports goods and equipment, the exact number of whom was unknown. Data through a researcher-made questionnaire developed by online retail development, Weiss social networks (1396), mental conflict. Hair. Bahek (2000) and Intention to Buy Diallo (2012) were collected, which had previously been validated by experts and their reliability by Cronbach's alpha calculation. The data analysis method was structural equation modeling of variance based method which was done with the help of SPSS software version 17 and PLS version 2. Findings showed that the mediating role of social networks in the relationship between the development of online retail of sports goods and equipment with mental involvement is statistically significant (P <0.01). However, the mediating role of social networks in the relationship between the development of online retail of sports goods and equipment with the intention to buy is not statistically significant (P <0.05). Since the mediating role of social networks in the relationship between online retail development and mental engagement was significant, these retailers are offered the opportunity to develop their retail by planning appropriate strategies in this Improve the context and strengthen the aspects that lead to development in order to increase the level of mental engagement of their customers.