فصلنامه تخصصی فناوری اطلاعات و ارتباطات

بررسی کارکردها و مدل های پذیرش تجارت سیار در حوزه تجارت الکترونیک

نوع مقاله : مقاله پژوهشی

نویسنده

گروه مدیریت بازرگانی ، دانشگاه آزاد اسلامی، واحد تهران مرکز، ایران

10.22034/apj.2026.729993
چکیده
تجارت سیار به عنوان دستاورد جدیدی از خدمات تجارت الکترونیک، دارای مزایای متعدد و منحصر به فردی همچون، دسترس پذیری، موضع یابى، فوریت، قابلیت،  شخصی سازی و شناسایی می باشد. امروزه اغلب کسب و کارها بکارگیری تبلیغات اجتماعی تلفنهای همراه را به عنوان اصلی ترین راه جهت کمک به ارتباط با مشتریان به منظور دست یابی به اطلاعات و ارتقای آن در نظر گرفته اند. شرکتهای کسب و کار محور از سرویس‌های اینترنتی و شبکه های اجتماعی به منظور حمایت از محصولات خویش و یا خدمات دهی به مشتری به عنوان انتخابی جدید استفاده می کنند. جاگذاری تبلیغات لحظه ای و به روز در وب سایت‌های شبکه­های اجتماعی عامل  مزیت رقابتی در افزایش حجم بازدید مشتریان خواهند شد. تجارت سیار دارای ابعاد، مولفه های عملیاتی، کارکردها و مدل های پذیرش مختلفی است که در این مقاله قصد داریم به این جنبه ها بپردازیم.

کلیدواژه‌ها


عنوان مقاله English

Examining the Functions and Adoption Models of Mobile Commerce in the Field of E-commerce

نویسنده English

Mobina Mohammadi
Department of Business Administration, Islamic Azad University, Central Tehran Branch, Iran
چکیده English

 Mobile commerce, as a new achievement of e-commerce services, has numerous and unique advantages such as accessibility, positioning, immediacy, capability, personalization and identification. Today, most businesses have considered the use of mobile phone social advertising as the main way to help connect with customers in order to obtain information and promote it. Business-oriented companies use Internet services and social networks as a new option to support their products or provide customer service. Placing real-time and up-to-date advertisements on social networking websites will be a competitive advantage in increasing the volume of customer visits. Mobile commerce has various dimensions, operational components, functions and adoption models, which we intend to address in this article.

کلیدواژه‌ها English

E-Commerce
Mobile Commerce
Exchange Model
Adoption Model
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