نوع مقاله : مقاله پژوهشی
فارغ التحصیل کارشناسی ارشد رشته مهندسی فناوری اطلاعات گرایش تجارت الکترونیک، دانشگاه علم و هنر، یزد، ایران.
عنوان مقاله [English]
the emergence of social networks is one of the most influential 20th century phenomena, so recognizing the functions of these networks is a necessity. nowadays, social networks have a good place among the public, and it is increasingly welcomed by this phenomenon due to easy access to it. by the growth of social networks, these networks also have entered a new phase. the aim of this study is to identify and rank the factors affecting the rate of shopping on online social networks. the present study is applicable in terms of target and in terms of method, it is a correlation of correlation type that is collected using questionnaire and survey method. the population of this study is infinite and includes users of social networks, using simple random sampling method and 315 acceptable samples were selected. the analysis of data by using the fuzzy topsis method and the results of the study showed that "trust to seller", "availability of goods" and "cost savings" and "cost savings" are the most important and most influential factors and "adventure in shopping process" is the most attractive factor.
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