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دسته بندی:
مدیریت بازرگانی - Business Management
سال انتشار:
2015
ترجمه فارسی عنوان مقاله:
کیفیت خدمات الکترونیکی تجارت اجتماعی فیس بوک و یادگیری مشارکتی
عنوان انگلیسی مقاله:
Electronic service quality of Facebook social commerce and collaborative learning
منبع:
Sciencedirect - Elsevier - Computers in Human Behavior, Volume 51, Part B, October 2015, Pages 1395–1402
نویسنده:
Yen-Chun Jim Wu, Ju-Peng Shen, Chan-Lan Chang
چکیده انگلیسی:
The burgeoning growth of Web 2.0 and social media (i.e., social commerce) has changed the purchase
behavior of consumers and businesses’ marketing strategies. However, there are no electronic service
quality (e-SQ) criteria for this new phenomenon in the Internet environment. This article aims to utilize
the dimensions of e-SQ to measure the service quality of commercial activities on social media (e.g.,
Facebook (FB)). It also applies an analytic hierarchy process (AHP) questionnaire of 50 students who have
experience of using FB ads linkage and then utilizes the fuzzy analytic hierarchy process (FAHP) to analyze the weighting of the e-SQ evaluation. Moreover, this study shows the effectiveness of collaborative
learning in exploring e-SQ on social networks among participating students from different countries.
Additionally, the VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) method is used to find
the optimum dimensions of e-SQ and ideal commercial activities on FB. These findings demonstrate not
only the dimensions of e-SQ that Facebook users prefer and which brands are ‘liked’ by them, but also
highlight the opportunity for developing new e-SQ criteria of social commerce.
Keywords: e-SQ | Social media | Social commerce | Co-learning | Fuzzy AHP | VIKOR
چکیده فارسی:
حجم فایل: 0 کیلوبایت
قیمت: 36000 تومان
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