شناسایی قابلیت های ایجاد ارزش استراتژیک در کسب‌وکارهای آنلاین

حسنوند, فائزه; سپهوند, رضا; شریعت نژاد, علی

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ کارشناسی ارشد،گروه مدیریت بازرگانی،دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران

² استاد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران

³ استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران

چکیده

تغییر وجود دارد تا شایسته‌ترین‌ها باقی بمانند؛ لذا در دنیای متحول و متغیر امروز شرکت‌ها و سازمان‌هایی می‌توانند طعم شیرین موفقیت را بچشند که توانایی خلق ارزش استراتژیک را داشته باشند. این مسئله برای شرکت‌های فعال در عرصه تجارت الکترونیک ضرورت و اهمیت بیشتری دارد، ازاین‌رو پژوهش حاضر با هدف شناسایی عوامل کلیدی موفقیت در ایجاد ارزش استراتژیک تجارت الکترونیک در کسب‌وکارهای آنلاین انجام پذیرفت. این پژوهش از نظر هدف کاربردی،از حیث ماهیت و روش توصیفی پیمایشی و از لحاظ نوع شناسی در زمره پژوهش‌های آمیخته با رویکرد کیفی و کمی است. جامعه آماری پژوهش خبرگان هستند که تعداد 30 نفر از آن‌ها بر اساس اصل کفایت نظری و با استفاده از روش نمونه‌گیری هدفمند انتخاب شدند. در بخش کیفی پژوهش، ابزار گردآوری داده‌ها مصاحبه نیمه‌ ساختاریافته است که روایی و پایایی آن با استفاده از ضریب CVR و آزمون درون کدگذار و میان کدگذار تایید شد. و نیز ابزار گردآوری داده‌ها در بخش کمی پرسشنامه دلفی فازی است که روایی و پایایی آن با استفاده از روایی محتوا و آزمون مجدد تایید شد. در این پژوهش برای تحلیل داده‌ها در بخش کیفی از روش کدگذاری و نرم‌افزار Atlas.ti و در بخش کمی از روش Delphi fuzzy استفاده شد. نتایج پژوهش بر اهمیت نهایت مشتری مداری، نوآوری و خلاقیت در تولید و بازاریابی و تبلیغات، تطبیق با تحولات فناوری نوین، پاسخگویی سریع و برخط بودن، انعطاف پذیری، بهبود ارتباط با مشتری و بهره گیری از استراتژی سئو در ایجاد ارزش استراتژیک تجارت الکترونیک تاکید می‌نماید.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying the capabilities of creating strategic value in online businesses

نویسندگان [English]

Faezeh Hasanvand ¹
reza Sepahvnd ²
Ali Shariat Nejad ³

¹ Master, Department of Business Management, Faculty of Management and Economics, Lorestan University, Khorramabad, iran

² Full Professor, Department of Business Management, Faculty of Management and Economics, Lorestan University, Khorramabad, iran

³ Assistant Professor, Department of Business Management, Faculty of Management and Economics, Lorestan University, Khorramabad, iran

چکیده [English]

Change exists so that the fittest remain; Therefore, in today's changing world, companies and organizations can taste the sweet taste of success if they have the ability to create strategic value. This issue is more necessary and important for companies active in the field of e-commerce, therefore, the present research was conducted with the aim of identifying the key factors of success in creating strategic value of e-commerce in online businesses. This research is in terms of applied purpose, in terms of nature and descriptive survey method, and in terms of typology, it is among mixed researches with qualitative and quantitative approach. The statistical population of the research is the experts, 30 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. In the qualitative part of the research, the data collection tool is a semi-structured interview, whose validity and reliability were confirmed using the CVR coefficient and intra-coder and inter-coder tests. Also, the data collection tool in the quantitative part is a fuzzy Delphi questionnaire, whose validity and reliability were confirmed using content validity and retesting. In this research, Atlas.ti software and coding method was used for qualitative part and Delphi fuzzy method was used for quantitative part. The results of the research on the ultimate importance of customer orientation, innovation and creativity in production, marketing and advertising, adaptation to new technological developments, quick and online response, flexibility and using SEO strategy in creating It emphasizes the strategic value of e-commerce.

کلیدواژه‌ها [English]

e-commerce
strategic value of e-commerce
Iranian online stores
strategic value

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پژوهش های مدیریت در ایران

شناسایی قابلیت های ایجاد ارزش استراتژیک در کسب‌وکارهای آنلاین

مراجع

مراجع

دوره 28، شماره 3
مهر 1403
صفحه 62-91

شناسایی قابلیت های ایجاد ارزش استراتژیک در کسب‌وکارهای آنلاین

مراجع

مراجع

دوره 28، شماره 3مهر 1403صفحه 62-91

دوره 28، شماره 3
مهر 1403
صفحه 62-91