موانع و چالش‌های توسعه فروشگاه‌های برخط کتاب در ایران: دیدگاه مدیران

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای علم اطلاعات و دانش‌شناسی، پژوهشگاه علوم و فناوری اطلاعات ایران (ایرانداک)، تهران، ایران

2 عضو هیئت علمی مرکز تحقیقات سیاست علمی کشور، تهران، ایران

3 استادیار گروه علم اطلاعات و دانش‌شناسی، دانشگاه علامه طباطبائی

4 کارشناسی ارشد علم اطلاعات و دانش‌شناسی، وزارت فرهنگ و ارشاد اسلامی

چکیده

هدف: شناسایی موانع و چالش‌هایی که بر توسعه فروشگاه‌های برخط کتاب در ایران تأثیرگذار هستند.
روش‌شناسی: از رویکرد کیفی و روش "مایلز و هابرمن" در تحلیل داده‌های کیفی استفاده شد. با شش نفر از مدیران بزرگ‌ترین فروشگاه‌های برخط کتاب در ایران مصاحبه شد، مصاحبه‌ها پس از پیاده‌سازی در نرم‌افزار مَکس کیودا تجزیه و تحلیل و کدگذاری و در  زمینه‌های موضوعی گسترده‌تر دسته‌بندی گردید.
یافته‌ها: موانع و چالش‌های توسعۀ فروشگاه‌های برخط کتاب در ایران در چهار گروه دسته‌بندی می‌شود. این چهار دسته عبارت‌اند از: زیرساخت‌های شبکه‌ای، مسائل فرهنگی، مسائل عام صنعت نشر در ایران، و مسائلی که خاص فروشگاه‌هاست.
نتیجه‌گیری: مسائل زیرساختی و فرهنگی دو رکن اساسی در زمینه توسعه کتاب‌فروشی‌های برخط هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Barriers and Challenges to Develop Online Bookstores in Iran: Viewpoints from Managers

نویسندگان [English]

  • B. Rasuli 1
  • H. Kazemi 2
  • M. Alipour-Hafezi 3
  • E. Heidari 4
چکیده [English]

Purpose: To study the barriers and challenges impacting development of online bookstores in Iran.
Methodology: Through a qualitative approach and Miles and Huberman method for analyzing qualitative data, six managers of major online bookstores have been interviewed. The gathered data were analyzed and coded by MAXQDA software. Then, extracted codes categorized in major themes to address research questions.
Results: Barriers and challenges for online bookstore development are fall into four main categories: network infrastructures, cultural issues, general issues of Iranian publishing industry and special issues of online bookstores.
Conclusion: Cultural and infrastructural issues are two most vital factors in developing online bookstores.

کلیدواژه‌ها [English]

  • Electronic commerce
  • Book distribution
  • Internet bookselling
  • Online shops
  • Publishing industry
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