محددات استخدام تطبيقات التسوق عبر الهواتف الذکية أثناء جائحة (covid-19) في ضوء نموذج (UTAUT2)

نوع المستند : المقالة الأصلية

المؤلف

قسم العلاقات العامة والإعلان، کلية الإعلام، جامعة الأزهر

المستخلص

   هدفت الدراسة إلى التعرف على العوامل المؤثرة في استخدام تطبيقات التسوق عبر الهواتف الذکية، من خلال اختبار أثر متغيرات امتداد النظرية الموحدة لقبول واستخدام التکنولوجيا (UTAUT2) والتي تشمل: (الأداء المتوقع، الجهد المتوقع، الظروف الميسرة، التأثير الاجتماعي، دافع المتعة، قيمة السعر، العادة) على نية قبول واستخدام تطبيقات التسوق عبر الهواتف الذکية. وهي دراسة وصفية اعتمدت على منهج المسح الإعلامي، باستخدام أداة الاستبانة، وقد طُبقت على عينة عمدية متاحة قوامها (417) مبحوثًا من مستخدمي تطبيقات التسوق عبر الهواتف الذکية، وتوصلت إلى عدد من النتائج، منها:
  تَصدُّر الأسباب التي تعکس المنفعة المدرکة والتي تتمثل في (معرفة آخر العروض والخصومات، التعرف على السلع والخدمات الجديدة، توفير الوقت والجهد)؛ أهم أسباب استخدام تطبيقات التسوق عبر الهواتف الذکية، ثم الأسباب التي عکست أهمية الجماعة المرجعية في الترشيح والتوصية بتحميل تطبيق معين، کما توصلت النتائج إلى وجود علاقة إيجابية بين کل متغيرات (UTAUT2) والتي تشمل: (الأداء المتوقع، الجهد المتوقع، التأثير الاجتماعي، الظروف الميسرة، دافع المتعة، قيمة السعر، العادة)، وبين النية السلوکية لاستخدام تطبيقات التسوق عبر الهواتف الذکية، بالإضافة لوجود علاقة إيجابية بين نية استخدام تطبيقات التسوق وسلوک الاستخدام الفعلي.

الكلمات الرئيسية

الموضوعات الرئيسية


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