پیشایندها و پیامدهای هم آفرینی ارزش در محیط آنلاین با رویکرد فراترکیب

نوع مقاله : مقاله مستخرج از رساله دکتری

نویسندگان

1 دانشجوی دکترا، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

2 دانشیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران

3 استادیار، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

چکیده

هدف: مطالعات  متنوعی در حیطه هم‌آفرینی ارزش و پیشایندها و پیامدهای مرتبط با آن صورت گرفته که به دلیل تنوع نتایج و عدم وجود دسته‌بندی‌های مشخص از عوامل، ایجاد نگاهی کل‌نگرانه و جامع به این عوامل را به شدت پیچیده و غیرقابل دسترس نموده است.  از این رو نیاز است تا از طریق تجمیع نتایج برامده از پژوهش‌های معتبر، نگرش یکنواخت و یکپارچه‌ای نسبت به عوامل شکل دهنده به پیشایندها و پیامدهای هم‌آفرینی ارزش در محیط آنلاین ایجاد گردد. در این زمینه هدف مطالعه حاضر شناسایی پیشایندها و پیامدهای هم‌آفرینی ارزش در محیط‌های آنلاین با استفاده از رویکرد فراترکیب می‌باشد.
روش شناسی: در پژوهش حاضر به منظور استخراج مقالات معتبر داخلی و خارجی مبتنی بر رویکردی نظام مند، از روش فراترکیب و گام‌های هفت‌گانه معرفی شده توسط  ساندلوسکی و باروسو  (2007) استفاده شد. همچنین ابزار تحلیل داده‌های گرداوری شده نیز تحلیل مضمون در نرم افزار مکس کیودا بود.
یافته‌ها: نتایج منتج به شناسایی 34 مقاله نهایی (27 مقاله خارجی و 7 مقاله داخلی)  گردیده و تحلیل داده‌های گرداوری شده از این مقالات در نرم افزار مکس کیودا منتج به شناسایی 53 پیشایند اثرگذار در قالب  هفت مؤلفه و سه بعد کلی و 18 پیامد هم‌آفرینی ارزش در بخش‌های مختلف در قالب دو بعد گردید. به علاوه در این پژوهش 25 تعریف مجزا از مفهوم هم‌آفرینی ارزش از ادبیات پژوهش استخراج و ارائه گردید.
نتیجه‌گیری: بهبود وفاداری مشتری به عنوان شاخص با بیشترین فراوانی در میان پیامدها و تجربیات تعاملی پیشین مشتری با برند به عنوان شاخص با بیشترین فراوانی در میان پیشایندهای هم‌آفرینی ارزش شناسایی گردیدند. براساس نتایج حاصل شده، عوامل متنوع رابطه‌ای، ادراکی و تجربی به خوبی قادر به شکل‌دهی به زمینه‌های ایجاد هم‌آفرینی ارزش در محیط‌های آنلاین می‌باشند.

کلیدواژه‌ها

عنوان مقاله [English]

Antecedents and consequences of value co-creation in the online environment with a Meta-synthesis approach

نویسندگان [English]

  • Mahmoudreza Shahsavandi 1
  • Hamidreza Saeednia 2
  • Ahmad Rahchamani 3
1 PhD Candidate, Department of Business management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 Associate Professor, Department of Business management, North of Tehran Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Business management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
چکیده [English]

Aim- The concept of co-creation has become important today due to the change in the role of customers.Various studies have been conducted in the field of value co-creation, the antecedents and consequences related to it. Due to the variety of results and the lack of clear classification, creating a comprehensive view of these factors is necessary. In this context, the aim of this study is to identify the antecedents and consequences of value co-creation in online environments using a meta-synthesis approach.
Methodology- In this research, in order to extract valid articles based on a systematic approach, the meta-synthesis method and the seven steps introduced by Sandelowski and Barroso were used. Also, the tool for analyzing the data was thematic analysis in the MAXQDA software.
Findings- The results led to the identification of 34 final articles and the analysis of the data collected from these articles in the MAXQDA software resulted in the identification of 53 antecedents as affecting factors in the form of seven components and three general dimensions and 18 consequences of value co-creation in different sectors were in the form of two dimensions. In addition, 25 separate definitions of value co-creation were extracted.
Conclusion- Improvement of customer loyalty among the consequences and previous interactive experiences of the customer with the brand among the antecedents of value co-creation were identified as indicators with the highest frequency. Based on the results, various relational, perceptual and experiential factors are well able to shape the fields of value co-creation in online environments.

کلیدواژه‌ها [English]

  • value co-creation
  • Online Environment
  • antecedents
  • consequences
  • Meta-synthesis method

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    پیوست 1: مقالات مورد استفاده در فراترکیب

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    2. ابراهیم­پور ازبری. مصطفی. اکبری. محسن. وشکائی نژاد. سیده صدف. (1398). تأثیر رفتار خلق ارزش مشترک مشتری با ترجیح برند بر قصد خرید مجدد. کاوش­های مدیریت بازرگانی، 12(24)، 259-289.
    3. حسینی نیا. غلامحسن. یعقوبی. احمد. روستا. پیام (1395). بررسی نقش خلق مشترک ارزش در توسعه محصولات جدید در شرکت­های لبنی استان فارس. بررسی­های بازرگانی، 14(79)، 66-80.
    4. خادمی. علی­اکبر. فرازنده. هانیه. (1398). بررسی عوامل مؤثر بر کیفیت ارتباط مشتری در خلق ارزش برند و قصد خرید آنلاین (مورد مطالعه: مشتریان فروشگاه‌های اینترنتی شهر تهران). فصلنامه مدیریت بازاریابی، 14(44)، 41-59.
    5. رادپور. محسن. حاتمی نسب. سیدحسن. نایب زاده. شهناز. (1400). الگوی فرایند خلق ارزش مشترک در اکوسیستم خدمات سلامت. فصلنامه راهبردهای مدیریت در نظام سلامت، 6(4)، 317-328.
    6. کامل حسینی. سید محمد. عالی. صمد. (1401). تبیین مشارکت مشتری برای خلق ارزش در صنعت بانکداری ایران برمبنای ارزش ادراک شده. فصلنامه اقتصاد مالی، 16(58)، 153-172. DOI: 10.30495/FED.2022.691505
    7. کاظمی قمی. حسین. وزیری گهر. حمیدرضا (1400). بررسی تأثیر رسانه­های اجتماعی بر متغیرهای درونزای قابیت­های شرکت و خلق ارزش مشترک و تأثیر آن­ها بر مدل ارزش ویژه برند آکر. فصلنامه مدیریت کسب و کارهای دانش بنیان، 2(1)، 53-78.
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نشریه علمی راهبردهای بازرگانی
دوره 19، شماره 19
شهریور 1401
صفحه 229-263

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