درک اعتماد اولیه کاربران به شبکه¬های اجتماعی
محورهای موضوعی : عمومىمحسن اکبری 1 * , کامران زاهدفر 2 , زهرا ایاغ 3
1 - عضو هیات علمی
2 - دانشگاه گیلان
3 - دانشگاه گیلان
کلید واژه: اعتماد اولیه, خودکارآمدی, فیسبوک, مدل بسط احتمالی,
چکیده مقاله :
شبکه های اجتماعی یکی از انواع رسانه های اجتماعی محسوب می شوند که در سال های اخیر در زندگی کاربران اینترنتی آنچنان تأثیرگذار بوده اند که شکل های ارتباطات اجتماعی نیز از این رسانه های جدید تأثیر پذیرفته است و در آینده نقش به مراتب مهم تری را بازی خواهند کرد. از سوی دیگر اعتماد یکی از عوامل اصلی ایجاد رضایت و تکرار استفاده ی کاربران از خدمات برخط است. لذا این پژوهش مدل بسط احتمالی را برای شناخت عوامل مؤثر بر اعتماد اولیه کاربران به شبکه های اجتماعی (فیسبوک) به کار گرفته است و بیان می کند که کاربران از طریق دو مسیر مرکزی و جانبی نگرش خود را تغییر می دهند. نشانه‌های مرکزی شامل کیفیت اطلاعات و کیفیت خدمات و نشانه‌های جانبی شامل کیفیت سیستم، امنیت ساختاری و شهرت هستند. خودکارآمدی اثرات نشانه‌های مرکزی و نشانه‌های جانبی را بر اعتماد اولیه تعدیل می کند. جامعه آماري این پژوهش، کاربران ایرانی فیسبوک می باشند. داده های مورد نیاز پژوهش از طریق ارتباط با صفحات شخصی افراد و صفحات عمومی (مربوط به گروه ها، شهرها، فعالیت ها، دانشگاه ها و ...) فعال در این شبکه ی اجتماعی جمع آوری گردید. بدین منظور لینک پرسشنامه ی آنلاین طراحی شده بر روی تارنمای docs.google.com در اختیار آنان قرار گرفت. در این پرسشنامه از مقیاس ٥ گزینه ای لیکرت از کاملاً مخالفم (1) تا کاملاً موافقم (5) استفاده شد و در پایان تعداد ٤٠۶ پرسشنامه جمع آوری گردید که با توجه به جدول جرسی و مورگان، برای انجام پژوهش در جامعه ی بی نهایت، مطلوب می-باشد. روایی پرسشنامه از طریق نظرخواهی از خبرگان و اساتید دانشگاه و پایایی آن از طریق محاسبه ی آلفای کرونباخ تأمین گردید و نشان دهنده ی حد مطلوب پایایی است. داده ها با نرم افزار آماری SmartPLS2 تحلیل شد. طبق نتایج به دست آمده از میان متغیرهای مستقل این پژوهش خودکارآمدی، شهرت و امنیت ساختاری به ترتیب با ضریب مسیر 47/0، 23/0 و 20/0 بیشترین اثر را بر اعتماد اولیه دارند و کیفیت سیستم کمترین اثر را بر اعتماد اولیه با مقدار 07/0 دارد. همچنین نتایج بیانگر این مطلب بوده که خودکارآمدی تنها اثر کیفیت سیستم را بر اعتماد اولیه تعدیل می کند. بنابرین از آن جایی که خودکارآمدی جدای از نقش تعدیل گریش به طور مستقیم نیز بیشترین تأثیر را بر اعتماد اولیه دارد؛ طراحان شبکه های اجتماعی باید به این عامل توجه ویژه ای داشته باشند؛ به گونه ای که یادگیری آن آسان و فرآیند استفاده از آن برای کابران واضح و قابل فهم باشد.
۲٬۱۰۸ / ۵٬۰۰۰ Social networks are one of the types of social media that have been so influential in the lives of internet users in recent years that the forms of social communication have also been influenced by these new media and in the future the role will be far greater. They will play more important. On the other hand, trust is one of the main factors of creating satisfaction and repeating the use of online services by users. Therefore, this research has used the possible expansion model to identify the factors affecting users' initial trust in social networks (Facebook) and states that users change their attitude through two central and lateral paths. Central indicators include information quality and service quality, and peripheral indicators include system quality, structural security, and reputation. Self-efficacy moderates the effects of central cues and peripheral cues on initial trust. The statistical population of this research is Iranian Facebook users. The data needed for the research was collected through the connection with the personal pages of people and public pages (related to groups, cities, activities, universities, etc.) active in this social network. For this purpose, the link of the online questionnaire designed on the docs.google.com website was provided to them. In this questionnaire, a 5-point Likert scale from completely disagree (1) to completely agree (5) was used, and at the end, 406 questionnaires were collected, according to the Jersey and Morgan table, to conduct research in the infinite society. It is desirable. The validity of the questionnaire was obtained by asking experts and university professors and its reliability was determined by calculating Cronbach's alpha and it shows the optimal level of reliability. Data were analyzed with SmartPLS2 statistical software. According to the results obtained, among the independent variables of this research, self-efficacy, reputation, and structural security have the greatest effect on initial trust with path coefficients of 0.47, 0.23, and 0.20, respectively, and system quality has the least effect on initial trust with It has a value of 0.07. Also, the results show that self-efficacy only moderates the effect of system quality on initial trust. Therefore, since self-efficacy, aside from the role of attitude adjustment, directly has the greatest effect on primary trust; Social network designers should pay special attention to this factor; So that it is easy to learn and the process of using it is clear and understandable for users.
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