نشریه علمی راهبردهای بازرگانی

ارائه نقشه راه پیاده سازی تجارت اجتماعی: با استفاده از مدل بلوغ قابلیت یکپارچه

نویسندگان

دانشگاه حضرت معصومه(س)

چکیده

با پیشرفت روزافزون فناوری و نیاز به سرعت عمل در ارتباطات و انجام معاملات، تجارت اجتماعی بسیار مورد توجه قرار گرفته به طوری که به عنوان روشی نوین در کسب و کار منجر به کسب موفقیت بیشتر برای سازمان ها گردیده است.  علیرغم اهمیت تجارت اجتماعی و کاربرد رسانه های اجتماعی در کسب و کار هنوز نقشه راه پیاده سازی که ابعاد چندگانه  چنین ابتکاراتی را به صورت یکپارچه درنظر بگیرد، وجود ندارد. بنابراین هدف از این پژوهش توسعه مدل بلوغ تجارت اجتماعی می‌باشد. مدل‎های بلوغ تجارت اجتماعی، به سازمان‎ها در ارزیابی پیاده سازی تجارت اجتماعی و اتخاذ استراتژی مناسب برای بهبود، کمک می‎کند و به‌عنوان ابزاری برای اولویت بندی فرآیندها، ارزیابی و بهینه‌سازی آنها به‌کاربرده می‌شود. پژوهش حاضر با توجه به ماهیت آن، ازنظر هدف توسعه ای و ازلحاظ گردآوری داده‌ها توصیفی – پیمایشی است. در مرحله اول پژوهش، با مرور ادبیات و نظرسنجی از خبرگان با استفاده از روش پیمایش به شناسایی و اولویت بندی شاخص و ابعاد پرداخته شده است. در مرحله دوم پژوهش، با استفاده از نظر خبرگان به تخصیص شاخص ها به سطوح بلوغ پرداخته شده است. روش نمونه‌گیری پژوهش غیر احتمالی (هدفمند - قضاوتی) می‌باشد. جامعه‌ی آماری پژوهش از صاحب‌نظران حوزه تجارت اجتماعی و رسانه‌های اجتماعی می‌باشند. از پرسشنامه به‌عنوان ابزار گردآوری داده‌ها استفاده‌شده است. در نهایت ابعاد بلوغ تجارت اجتماعی شامل استراتژی، پشتیبانی مدیر ارشد، فرهنگ، منابع انسانی، تکنولوژی، ارزیابی عملکرد و حکمرانی بوده است. نقشه راه پیاده سازی از پنج سطح تشکیل شده که هر سطح دربرگیرنده اقدامات خاصی به منظور پیاده سازی تجارت اجتماعی می باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Social media, social commerce, maturity model, integrated capability maturity model (CMMI), Performance Evaluation

نویسندگان [English]

  • Mona Jami Pour
  • hossein Moeini
  • Maryam Bahramyan

چکیده [English]

With the advent of technology and the need to do communications and transactions quickly, social commerce has become increasingly popular as a new way of doing business which has led to greater success for organizations. Despite the importance of social commerce and the use of social media in business, there is still no implementation roadmap that integrates the multiple dimensions of these initiatives. Therefore, the purpose of this study is to develop a social commerce maturity model. Social commerce maturity models help organizations evaluate social commerce implementation and adopt appropriate strategies for improvement, and are used as tools to prioritize, evaluate, and optimize processes. The present study is developmental in terms of its purpose and descriptive-survey in terms of data collection. In the first step, the reviewing the literature and experts’ opinion, using survey method, are used to identify and prioritize the criteria and dimensions of social commerce. In the second step, using the experts' viewpoints, the maturity criteria are assigned to the maturity levels. Sampling method is purposeful and judgmental. The statistical population of the study are experts in the field of social commerce and social media. Questionnaire was used as data collection tool. Finally, the dimensions of social business maturity include strategy, senior manager support, culture, human resources, technology, performance appraisal, and governance. The implementation roadmap consists of five levels, each of which includes specific criteria to implement social commerce.

کلیدواژه‌ها [English]

  • social media
  • social commerce
  • maturity model
  • integrated maturity
  • Performance evaluation
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نشریه علمی راهبردهای بازرگانی
دوره 16، شماره 14
اسفند 1398
صفحه 56-39