شناسايي مولفه‌هاي فضاي كسب‌وكار با رويكرد تجارت بصري در كسب‌وكارهاي نوپا با روش نظريه داده‌بنياد

Identifying the components of business space with visual business approach in start-up businesses using Grounded Theory method

ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ ﺷﻨﺎﺳﺎﯾﯽ ﻣﺆﻟﻔﻪﻫﺎي ﻓﻀﺎي ﮐﺴﺐوﮐﺎر ﺑﺎ روﯾﮑﺮد ﺗﺠﺎرت ﺑﺼﺮي در ﮐﺴﺐوﮐﺎرﻫﺎي ﻧﻮﭘﺎ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي، از ﻧﻈﺮ ﻣﺎﻫﯿﺖ اﮐﺘﺸﺎﻓﯽ و از ﻧﻈﺮ روش ﮔﺮدآوري دادهﻫﺎ ﮐﯿﻔﯽ و ﺑﺎ روش دادهﺑﻨﯿﺎد اﻧﺠﺎم ﺷﺪه اﺳﺖ. در ﻣﺮﺣﻠﻪ اول ﺑﺎ ﺑﻬﺮهﮔﯿﺮي از ﻣﺒﺎﻧﯽ ﻧﻈﺮي، ﭘﯿﺸﯿﻨﻪ ﺗﺤﻘﯿﻖ و ﻣﺼﺎﺣﺒﻪ ﻧﯿﻤﻪﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ ﺑﻪ اﺳﺘﺨﺮاج ﻣﻔﺎﻫﯿﻢ ﭘﺮداﺧﺘﻪ ﺷﺪ. در ﻣﺮﺣﻠﻪ ﻣﺼﺎﺣﺒﻪ، ﺗﯿﻢ ﻣﺸﺎرﮐﺖﮐﻨﻨﺪه ﻣﺘﺸﮑﻞ از ﺧﺒﺮﮔﺎن داﻧﺸﮕﺎﻫﯽ و ﻣﺪﯾﺮان ﮐﺴﺐوﮐﺎر ﻣﯽﺑﺎﺷﺪ ﮐﻪ ﺑﻪ روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﻫﺪﻓﻤﻨﺪ و ﺑﻪ ﺷﯿﻮه ﮔﻠﻮﻟﻪﺑﺮﻓﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﻓﺮاﯾﻨﺪ ﺟﻤﻊآوري دادهﻫﺎ ﺗﺎ ﺟﺎﯾﯽ اداﻣﻪ ﭘﯿﺪا ﮐﺮد ﮐﻪ ﻣﺤﻘﻖ ﺑﻪ ﻣﺮز اﺷﺒﺎع ﻧﻈﺮي در ﻣﺼﺎﺣﺒﻪ 17ام رﺳﯿﺪ و ﻣﻔﺎﻫﯿﻢ ﻣﺮﺗﺒﻂ ﺑﺎ ﭘﺪﯾﺪه ﻣﻮردﻧﻈﺮ ﺗﮑﺮاري ﺷﺪه و ﻣﻄﻠﺐ ﺟﺪﯾﺪي اﺿﺎﻓﻪ ﻧﺸﺪ. ﺳﭙﺲ ﺑﺎ اﺳﺘﻔﺎده از روش دادهﺑﻨﯿﺎد ﺑﻪ ﮐﺪﮔﺬاري ﻣﻔﺎﻫﯿﻢ اﺳﺘﺨﺮاج ﺷﺪه ﭘﺮداﺧﺘﻪ ﺷﺪ. ﭘﺲ از آن ﺳﭙﺲ اﻋﺘﺒﺎرﭘﺬﯾﺮي و اﻋﺘﻤﺎدﭘﺬﯾﺮي ﯾﺎﻓﺘﻪﻫﺎي ﺗﺤﻘﯿﻖ ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﮔﺮﻓﺖ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﻋﻮاﻣﻞ ﻓﻀﺎي ﻣﺤﯿﻄﯽ ﭘﻮﯾﺎ، ﮐﯿﻔﯿﺖ اﺣﺴﺎس ﺑﺮاﻧﮕﯿﺰ، ﮐﯿﻔﯿﺖ ﮐﺎﻟﺒﺪي ﻓﻀﺎي ﮐﺴﺐوﮐﺎر و ﮐﯿﻔﯿﺖ ﺑﺼﺮي از ﻋﻮاﻣﻞ ﻋﻠّﯽ ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﭘﺎﺳﺦدﻫﯽ ﻣﺤﯿﻄﯽ و ﮐﯿﻔﯿﺖ ادراﮐﯽ ذﻫﻨﯽ از ﻋﻮاﻣﻞ زﻣﯿﻨﻪاي ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﺳﻄﺢ ﺑﺮاﻧﮕﯿﺨﺘﮕﯽ ﺑﯿﺶ از ﺣﺪ، ﻧﻮع ﮐﺴﺐوﮐﺎر دﯾﺠﯿﺘﺎل و ﺳﺎزوﮐﺎرﻫﺎي ﺣﺎﮐﻢ ﺑﺮ ﮐﺴﺐوﮐﺎر از ﻋﻮاﻣﻞ ﻣﺪاﺧﻠﻪﮔﺮ ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﺳﺮﻣﺎﯾﻪﮔﺬاري ﺟﺴﻮراﻧﻪ در ﺗﺠﺎرت ﺑﺼﺮي و اﺳﺘﺨﺪام ﻃﺮاح ﺑﺼﺮي از راﻫﺒﺮدﻫﺎي ﻓﻀﺎي ﮐﺴﺐوﮐﺎر ﺑﺎ روﯾﮑﺮد ﺗﺠﺎرت ﺑﺼﺮي در ﮐﺴﺐوﮐﺎرﻫﺎي ﻧﻮﭘﺎ ﻣﺤﺴﻮب ﻣﯽﺷﻮﻧﺪ. ﭘﯿﺎﻣﺪ ﺗﻮﺳﻌﻪ ﮐﺴﺐوﮐﺎر، ارﺗﻘﺎي رﺿﺎﯾﺘﻤﻨﺪي ﻣﺸﺘﺮي و ﻣﺪﯾﺮﯾﺖ ﺑﻬﯿﻨﻪ ﮐﺴﺐوﮐﺎر ﺧﻮاﻫﻨﺪ ﺑﻮد؛ ﻟﺬا ﭘﯿﺸﻨﻬﺎد ﻣﯽﮔﺮدد ﻋﻨﺎﺻﺮ ﺑﺼﺮي را در ﻓﻀﺎي ﮐﺴﺐوﮐﺎر ﭘﯿﻮﻧﺪ داده و از ﻃﺮﯾﻖ ﻧﻤﺎدﻫﺎ در اذﻫﺎن اﯾﺠﺎد ﺧﺎﻃﺮه ﺑﺼﺮي ﻧﻤﻮد.

This study has Presenting a model for Business space with visual merchandising approach in start-up businesses. This research is applied in terms of purpose, exploratory in terms of nature and qualitative in terms of data collection method and with Grounded Theory method. In the first stage, using theoretical foundations, research background and semi-structured interviews, concepts were extracted. In the interview phase, a participating team consisting of academic experts and managers of start-ups who were selected by snowball sampling method using targeted snowball sampling. The data collection process continued until the researcher reached the point of theoretical saturation in the 17th interview and the concepts related to the phenomenon in question were repeated by different interviewees and no new material was added. Then, the validity and reliability of the research findings were examined. The results showed that dynamic environmental space factors, emotional quality, physical quality of business space and visual quality are among the causal factors. Environmental responsiveness and mental perceptual quality are underlying factors. The level of over-excitement, the type of digital business, and the governing mechanisms are among the intervening factors. Bold investing in visual commerce and hiring a visual designer are business space strategies with a visual commerce approach in start-up businesses. The result of business development will be the promotion of customer satisfaction and optimal business management. Therefore, it is suggested to connect visual elements in the business environment and create visual memories in the minds through symbols.