پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 932 |
| تعداد مقالات | 7,652 |
| تعداد مشاهده مقاله | 12,494,315 |
| تعداد دریافت فایل اصل مقاله | 8,885,705 |
الگوی رفتار مصرفی کاربران زن شبکه اجتماعی اینستاگرام در شهر تهران | ||
| مطالعات اجتماعی روان شناختی زنان | ||
| مقاله 1، دوره 20، شماره 4 - شماره پیاپی 73، بهمن 1401، صفحه 6-37 اصل مقاله (1 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/jwsps.2022.39971.2612 | ||
| نویسندگان | ||
| محسن مهرآرا* 1؛ یگانه موسوی جهرمی2؛ فرهاد خدادادکاشی3؛ پگاه شیرمحمدی4 | ||
| 1استاد گروه اقتصاد، دانشگاه تهران، تهران، ایران. (نویسنده مسئول) mmehrara@ut.ac.ir این مقاله مستخرج از رساله دکتری می‌باشد. | ||
| 2استاد گروه اقتصاد، دانشگاه پیام نور، تهران، ایران. mosavi@pnu.ac.ir | ||
| 3استاد گروه اقتصاد، دانشگاه پیام نور، تهران، ایران. khodadad@pnu.ac.ir | ||
| 4دانشجوی دکتری اقتصاد، دانشگاه پیام نور، تهران، ایران. pegah.shirmohamadi@student.pnu.ac.ir | ||
| چکیده | ||
| ظهور شبکه‌های اجتماعی منجر به تغییر پارادایم ارتباطات اجتماعی در همه ابعاد زندگی انسان شده است. این پژوهش ضمن تشریح فضای اثرگذار این شبکه‌ها بر زندگی اقتصادی زنان می‌‍‌کوشد، در چارچوب مفاهیم اقتصاد خرد، ارزش اقتصادی شبکه اجتماعی اینستاگرام را به عنوان نمونه‌ای از کالاهای غیر بازاری بررسی کند. بر این اساس هدف این پژوهش برآورد میزان تمایل به دریافت (WTA)کاربران زن در شهر تهران جهت عدم استفاده از اینستاگرام به مدت یک ماه با استفاده از روش یک و نیم بعدی(OOHB) است. این پژوهش از نظر هدف بنیادی و از نظر روش جزء تحقیقات توصیفی- پیماشی طبقه‌بندی می‌شود. حجم کل نمونه از طریق فرمول میشل و کارسون 384 کاربر تعیین شد و 7 دامنه قیمتی پیشنهادی در پرسشنامه به روش کوپر مشخص گردید. نتایج این پژوهش نشان داد، که حداقل تمایل به دریافت مبلغ پولی کاربران برای عدم استفاده از اینستاگرام به مدت یک ماه ، 415474 تومان است؛ که به طور تقریبی ماهانه مازاد رفاهی معادل، 989 میلیارد تومان خواهد بود. نتایج پژوهش حاکی از آن بود که متغیرهای تحصیلات، درآمد، زمان استفاده از اینستاگرام و بودجه برای دسترسی به اینترنت بر تمایل به دریافت زنان اثز مثبت و معناداری دارد. همچنین نتایج گویایی آن بود که متغیرهای سن و سرپرست خانوار بودن اثر منفی و معناداری بر میزان تمایل به دریافت کاربران زن دارد. | ||
| کلیدواژه‌ها | ||
| روش یک و نیم بعدی؛ ترجیحات مصرفی؛ زنان؛ تمایل به دریافت | ||
| عنوان مقاله [English] | ||
| Consumption Behavior Pattern of Female Users of Social Media Instagram in Tehran | ||
| نویسندگان [English] | ||
| Mohsen Mehrara1؛ Yeganeh Mousavi jahromi,2؛ Farhad Khodadad kashi3؛ Pegah Shirmohammadi4 | ||
| 1Professor of Economics, Department of Economics, Tehran university, Tehran, Iran. mmehrara@ut.ac.ir. (Corresponding Author) | ||
| 2Professor of Economics, Department of Economics, Payame Noor University, Tehran, Iran. mosavi@pnu.ac.ir | ||
| 3Professor of Economics, Department of Economics, Payame Noor University, Tehran, Iran. khodadad@pnu.ac.ir | ||
| 4Ph.D. Student of Economics, Payame Noor University, Tehran, Iran. pegah.shirmohamadi@student.pnu.ac.ir | ||
| چکیده [English] | ||
| The emergence of social networks has led to a change in the paradigm of social communication in all aspects of human life. This study, while describing the influential space of these networks on women's economic life, seeks to examine the economic value of Instagram as an example of non-market goods within the framework of microeconomic concepts. Accordingly, the purpose of this study is to estimate the Willingness to accept (WTA) female users in Tehran to avoid using Instagram for one month using the One-and-one-half-bounded dichotomous choice (OOHB) method. Accordingly, the purpose of this study is to estimate the Willingness to accept (WTA) female users to avoid using Instagram for one month using the OOHB method. This study is classified in terms of fundamental purpose and terms the descriptive survey research method. The total volume of the sample was determined by the Michelle and Carson 384 formula and the 7 -price range of the proposed questionnaire was specified by Cooper. The results of this study showed that the minimum Willingness to accept users not to use Instagram for a month was 415474 Tomans'; Approximately the monthly welfare surplus equivalent will be 989 billion tomans. The study's results indicated that education variables, income, time of using Instagram, and budget to access the Internet had a positive and significant effect on women. The results also showed that the age variables and the head of the household had a negative and significant effect on the desire to receive female users. One And-One-Half Bound Dichotomous Choice, Consumer Preferences, Women, Willingness to Accept. Introduction This article studies the economic value of digital platforms, such as Instagram. Digital has changed the nature of output and the types of goods and services consumed in new economies. The impact social media, such as Instagram, has had on real-life relationships has been widely studied over recent years. Despite the changeful nature of digital technologies, it is challenging to value digital goods, given that the usage is free of charge. Similarly, more than 500 million people in the world and more than 26 million Iranian people are using Instagram in order to share information. These platforms are the sentinels of the digital economy. However, looking at the fundamental value of digital platforms such as Instagram is complicated, because these platforms grow thanks to low prices. Methodology This study, while reviewing the conceptual space of women using social networks, tries to extract the desire of women to receive not to use Instagram for a month. The authors have collected 384 questionnaires from women Instagram users in Tehran as part of a one and half-bound dichotomous choice model based on available random sampling. In designing a CV survey, a scenario should offer respondents information about the specifications of a good and the framework that will meet the requirements of realizable, acceptably, that it can enhance the credibility of the survey and make it more likely to produce reliable results. We explore the potential of online one and half-bound dichotomous choice experiments that seek to measure consumers’ willingness to accept compensation for losing access to Instagram and thereby estimate the changes in consumer surplus from these goods. One-and-one-half-bounded dichotomous choice (OOHBDC) model, could achieve the efficiency level of the double-bounded dichotomous choice (DBDC) model while significantly reducing the DBDC model's inherent problem of weak internal stability due to the response effect. In other words, A question OOHBDC format is employed to reduce the potential for response bias in multiple-bound formats, while maintaining much of the efficiency. Findings The findings of this study indicate that the minimum desire of women to receive for not using Instagram for a month is 415474 Tomans', which is approximately the equivalent of 83 billion Tomans' monthly welfare surplus. Variables of education, household income, time of using Instagram, and household budget for Internet access have a positive and significant effect, and age and head of household have a significant adverse effect on the desire of women not to use Instagram. The results also show that all occupational groups tend to receive more than the unemployed. The results of this study show that as the age group rises among Instagram users, the tendency to receive decreases. The variables of the number of children and marriage, although expected in terms of symptoms, are not statistically significant; The changing behaviour of the head of the household can be interpreted as the fact that women heads of households are less inclined to receive Instagram for a month than non-heads of households. The results also show that as the educational class rises among women, there will be a tendency to receive more. Based on user jobs, the coefficients of all jobs receive more than the unemployed. Household income as another variable affecting the desire to receive shows that with the increase of household income category, the user's tendency to receive regardless of the use of Instagram social network increases, which indicates the strong effect of income variable on Instagram use (consumption). Dedicated household budget variables for Internet access and time of use of Instagram overnight also have a positive effect on users' willingness to receive, and people who spend more than their dedicated household budget for Internet access and more time overnight on Instagram, tend to get more to ignore Instagram. Result Social media is informational technology, early aspects of which can be explained as the usage of active user participation, and collective intelligence. From the microeconomic point of view, this specific feature of the media vigorously discerns it from any classical economic goods, merging producers and consumers of the value. The Willingness to accept approximately 415 thousand tomans for not using Instagram for a month in the whole sample, shows the high importance of this social network among female Instagram users; This research is helpful for sociologists and especially policymakers in the cultural and social fields because it shows an overview of the importance of social networks among users with a focus on women. This value from the users' point of view emphasizes that policy-making g in the field of social networks, especially Instagram, unlike other media, must be fully aware of all its aspects. | ||
| کلیدواژه‌ها [English] | ||
| one and one half bound dichotomous choice, Consumer Preferences, Women, Willingness to accept | ||
| مراجع | ||
|
دادگر، یدالله. (1386). اقتصاد بخش عمومی. قم: انتشارات دانشگاه مفید. محمودی، ابوالفضل.، جماعتی‌گشتی، مهیار.، یاوری، غلامرضا.، مهرآرا، محسن و یزدانی، سعید. (1398). برآورد ارزش تفرجی پارک جنگلی قلعه رودخان: کاربرد انتخاب دوگانه یک و نیم بعدی. اقتصاد و توسعه کشاورزی، 33(3)، 327-313. میرزایی، عباس و زیبایی، منصور. (1398). تخمین منافع اقتصادی برنامه‌های احیا و حفظ تالاب جازموریان. تحقیقات اقتصاد کشاورزی، 11(1)، 80-53. یاریگرروش، محیا.، عامری، فریده.، فرح بیجاری، اعظم و دهشیری، غلامرضا. (1398). رابطه استفاده آسیب‌زای مادران از شبکه‌های اجتماعی مجازی با مشکلات رفتاری کودکان. مطالعات اجتماعی روان‌شناختی زنان، 17(1)، 218-193.
Ahlheim, M. & Buchholz, W. (2000). WTP or WTA is that the question? reflections on the difference between willingness to pay and willingness to accept. Zeitschrift Für Umweltpolitik Und Umweltrecht, 2, 253-271. Allcott, H., Braghieri, L. Eichmeyer, S. & Gentzkow, M. (2020). The welfare effects of social media. American Economic Review, 110(3), 629-676. Anderson, C. (2009). Free! why $0.00 is the future of business. Wired Magazine. February 25. Arrow, K., Solow, R., Portney, P. R. (1993). Report of the NOAA panel on contingent valuation. US Federal Register, 58(10), 4601–4614. Bateman, I. J., Day, B. H., Dupont, D. P. & Georgiou, S. (2009). Procedural invariance testing of the One-and-One-Half-Bound dichotomous choice elicitation method. The Review of Economics and Statistics, 91(4), 806-820. Blaug, M. (1985). Economic theory in retrospect. Fourth Edition, Cambridge: Cambridge University Press. Brynjolfsson, E., Collis, A. & Eggers, F. (2019). Using massive online choice experiments to measure changes in well-being. Proceedings of the National Academy of Sciences, 116(15),7250-7255. Cameron, T. A. & Huppert, D. D. (1989). OLS versus ML estimation of non-market resource values with payment card interval data. Journal of Environmental Economics and Management, 17(3), 230-246. Chen, G. (2011). Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others. Computers in Human Behavior, 27(1), 756-772. Collis, A., Moehring, A., Sen, A. & Acquisti, A. (2021). Quantifying the user value of social media data. McCombs School of Business at the University of Texas at Austin,1-43. Cooper, J. & Signorello, G. (2008). Farmer premiums for the voluntary adoption of conservation plans. Journal of Environmental Planning and Management, 51(1), 1-14. Cooper, J. C., Hanemann, M. & Signorelloet, G. (2002). One-and-One-Half -ound dichotomous choice contingent valuation. The Review of Economics and Statistics, 84(4), 742–750. Dadger, Y. (2007). Economics of the Public Sector. Qom, Mofid University Publications, Second Edition. (In Persian) Digital 2020 reports. (2020). https://wearesocial.com Edelman, B. (2009). Priced and unpriced online markets. Journal of Economic Perspectives, 23(3), 21-36. Fiske, J. (2011). Understanding Popular Culture. London and NewYork: Outledge. Frew, E. J., Whynes, D. K. & Wolstenholme, J. L. (2003). Eliciting willingness to pay: Comparing closed-ended with open-ended and payment scale formats. Medical Decision Making: An International Journal of the Society for Medical Decision Making, 23(4), 150-159. Genç, M. & Öksüz, B. (2015). A fact or an illusion: Effective social media usage of female entrepreneurs. Procedia - Social and Behavioral Sciences, 195(3), 293-300. Gumming, J. (2015). Act government digital strategy 2016-2019. Australian Government. Hanemann, W. M. (1984). Welfare evaluations in contingent valuation experiments with discrete responses. American Journal of Agricultural Economics, 66(3), 332-341. Hughes, D. J., Rowe, M., Batey, M. & Lee, A. (2012). A tale of two sites: Twitter vs. Facebook and the personality predictors of social media usage. Computers in Human Behavior, 28(2), 561-569. Johnson, P. & Yang, S. U. (2009). Uses and gratifications of Twitter: An examination of user motives and satisfaction of Twitter use. Paper presented to the Communication Technology Division of the Association for Education in Journalism and Mass Communication, Boston, MA, 5-8 August. Kingsley, D. & Brown, T. (2013). Estimating willingness to accept using paired comparison choice experiments: Tests of robustness. Journal of Environmental Economics and Policy, 2(2), 119-132. Kling, C. & Zhao, J. (2001). New explanation for the wtp/wta disparity (A). Iowa State University, Department of Economics, Staff General Research Papers 73. Li, Y. & Lin, G. (2012). Exploring the extrinsic and intrinsic motivations in blogging: Results of a survey of HongKong University. China Media Research, 8(1), 54–63. Li, F. & Du, T. C. (2017). The effectiveness of word of mouth in offline and online social networks. Expert Systems with Applications, 88, 338-351. Loomis, J., Kent, P., Strange, Liz,, Fausch, K. & Covich, A. (2000). Measuring the total economic value of restoring ecosystem services in an impaired river basin: Results from a contingent valuation survey. Ecological Economics, 33(1), 103-117. Mahmoodi, A., Jamaati Gashti, M., Yavary, G. R., Mehrara, M. & Yazdani, S. (2019). Application of One and One-half Bound (oohd) dichotomous choice contingent valuation for estimating the recreational value of Ghaleh- Roodkhan Forest Park. Journal Of Agricultural Economics and Development, 33(3): 313-327. (In Persian) Marcella-Hood, M. & Marcella, R. (2022). Purposive and non-purposive information behaviour on Instagram. Journal of Librarianship and Information Science, https://doi.org/10.1177/09610006221097974. McFadden, D. & Leonard, G. K. (1993). Issues in the contingent valuation of environmental goods: Methodologies for data collection and analysis. In Hausman, J.A., ed. Contingent Valuation: A Critical Assessment. New York: North-Holland, 165-215. Mirzaei, A. & Zibaei, M. (2019). Estimating the economic benefits of jazmourian wetland restoration and preservation programs. Agricultural Economics Research, 11(41), 53-80. (In Persian) Mitchell, R. & Carson, R. (1989). Using surveys to value public goods: The contingent valuation method. Johns Hopkins University Press for Resources for the Future, Washington DC. Mitchell, R. & Carson, R. (1981). An Experiment in Determining Willingness to Pay National Water Quality Improvements. Musgrave, R. (1959). A Theory of Public Finance. NewYork: McGraw-Hill. Reiss, J. (2021). Public Goods, The Stanford Encyclopedia of Philosophy. Fall 2021 Edition. Riera, P., Signorello, G., Thiene, M. & Mahieu, P. A. (2012). Non-market valuation of forest goods and services: Good practice guidelines. Journal of Forest Economics, 18(4), 259-270. Rowe, R. D., Schulze, W. D. & Breffle, W. S. (1996). A Test for Payment Card Biases. Journal of Environmental Economics and Management, 31(2), 178-185. Salem, F. (2019). Social media and the internet of things towards data-driven policymaking in the Arab world: Potential, limits and concerns. In Arab Social Media Report. MBR School of Government. Samuelson, P. A. (1954). The Pure Theory of Public Expenditure. The Review of Economics and Statistics, 36(4), 387–389. Shapiro, C. & Varian, H. R. (1999). Information Rules: A Strategic Guide to the Network Economy. Harvard Business School Press. Shreffler, M. & Mccullough, A. (2021). The social economy: Monetising the transactional nature of social media. Journal of Digital & Social Media Marketing, 9)3(, 243-251 Stewart, K., Ammeter, A. P. & Maruping, L. M. (2006). Impacts of license choice and organizational sponsorship on user interest and development activity in Open-Source Software projects. Information Systems Research, 17(1), 126-144. Sullivan, O. & Katz-Gerro, T. (2006). The omnivore thesis revisited: Voracious cultural consumers. European Sociological Review, 23(4), 123-137. Sultan, A. (2014). Addiction to mobile text messaging applications is nothing to 0 crossMark lol about. The Social Science Journal, 51(3), 57-69. Sunstein, C. R. (2020). Valuing Facebook. Behavioural Public Policy, Forthcoming, Available at SSRN: https://ssrn.com/abstract=3241348. http://dx.doi.org/10.2139/ssrn.3241348 Trelford, L. & Taylor, E. (2018). The impact of age and social media preference on Facebook and Instagram users reactions to social media. Undergraduate Honours Theses. Utz, S., Tanis, M. & Vermeulen, I. E. (2012). It is all about being popular: The effects of need for popularity on social network site use. Cyberpsychology, Behavior, and Social Networking 15(1), 37-42. Varian, H. R. (1992). Microeconomic Analysis. Third Edition, New York, NY: Norton. Venkatachalam, L. (2003). The contingent valuation Method: A review. Environmental Impact Assessment Review, 24(2), 89-124. White, P. & Lovett, J. C. (1998). Revealed pervealed preference and willingnesss to pay for preservation of Northern Marirak park in Irland. Environmental Manageement, 55(1), 1-13. Yarigarravesh, M., Ameri, F., Farah Bijari, A. & Dehshiri, G. R. (2019). Investigating the relationship between mothers use of social networks and behavioral disorders in their children. Women's Studies Sociological and Psychological, 17(1), 193-218. (In Persian) Zhou, X. & Rau, P. L. P. (2021). Valuing social media affordances. Cross-cultural design. Applications in arts, learning, well-being, and social development, cham, Springer International Publishing, 441-453. | ||
|
آمار تعداد مشاهده مقاله: 420 تعداد دریافت فایل اصل مقاله: 433 |
||