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
1
2
3
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
Azizi, S. and Boshagh, M. (2013). Internet Selling Expansion Inhibitors: A Mixed Method Approach. Productions and Operations Management, 3(2), 111-126.
Beldona, S., Morrison, A. M., & O’Leary, J. (2005). Online shopping motivations and pleasure travel products: a correspondence analysis.Tourism Management, 26(4), 561-570.
Bigne-Alcaniz, E., Ruiz-Mafe, C., Aldas-Manzano, J., & Sanz-Blas, S. (2008). Influence of online shopping information dependency and innovativeness on internet shopping adoption. Online Information Review, 32(5), 648-667.
Boston Consulting Group (2000). The state of online retailing 3.0: A Shop.org study: [Silver Springs, MD] : Shop.org.
CNN. (2013). Amazon CEO: Focus on customer is key. Retrieved July 12, 2015 from https://www.youtube.com/watch?v=56GFhr9r36Y
Creswell, J. W. (2012). Qualitative inquiry and research design: Choosing among five approaches. Sage.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, 35(8), 982-1003.
Dehdeshti, S., Z., and Tunkhenezhad, M. (2006). Attitudes toward shopping at chain stores Shahrvand consumers. Management Studies in Development and Evolution, 51, 42-23.
Forrester Research Inc. (2001). Forrester Research Inc. Available from https://www.forrester.com/.
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875.
Ghemawat, P., Baird, B., & Friedman, G. (1998). Leadership Online: Barnes & Noble vs. Amazon. com. Boston, MA: Harvard Business School.
Greco, A. N. (2005). The book publishing industry. London: Lawrence Erlbaum Associates Inc.
Hennessey, A. (2000). Online bookselling. Publishing research quarterly,16(2), 34-51.
Jafarpoor, M. and Rahmanseresht, H. (2009).Proposing a Conceptual Model for Book Purchasing via the Internet and Evaluation of It in Iran's Universities. Iranian Journal of Trade Studies, 13(52), 211-247.
Kapurubandara, M. (2009). A framework to e-transform SMEs in developing countries. The Electronic Journal of Information Systems in Developing Countries, 39.
Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust?. Electronic Commerce Research and Applications, 11(3), 241-252.
Kim, M. J., Chung, N., & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management32(2), 256-265.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
Liebermann, Y., & Stashevsky, S. (2002). Perceived risks as barriers to Internet and e-commerce usage. Qualitative Market Research: An International Journal, 5(4), 291-300.
Lule, J. (2012). Understanding Media and Culture: An Introduction to Mass Communication. Washington, DC: Flat World Knowledge.
Martin, Michael H. (1996). The Next Big Thing: A Bookstore. Fortune Magazine, December 9, 1996, 168–170.
Masoomi, Gh. (2009). Bicycling in the Virtual Space: A Glance on Internet Bookselling in Iran. JameJam Newspaper, Retrieved July 12, 2015 from http://www1.jamejamonline.ir/newstext.aspx?newsnum=100916827038
Maxwell, J. W. (2005). The Publisher’s Extensible Online Database. In Book Publishing 1: Publishing Studies, edited by Rowland Lorimer, John W. Maxwell and Jillian G. Shoichet, 326-344. Vancouver: CCSP Press.
McLuhan, M. (1962).The Gutenberg galaxy: The making of typographic man. University of Toronto Press.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2013). Qualitative data analysis: A methods sourcebook. SAGE Publications, Incorporated.
Mohebi, M. and Shafiei Sarvestani, M. (2012). Investigating Internet Retailers Role in Book Distribution’s Process. Ketab-e Mehr, (5), 22-45.
Morris, A. (2015). A Practical Introduction to In-depth Interviewing. SAGE.
Movahedi, M. and Alaei Tabatabaei, A. (2010). Identifying and Ranking the National Technology Exchange System (Technomart) Development Barriers in Iran. Science and Technology Policy, 3(1), 99-120.
Office of Fair Trading (2007). Internet shopping: An OFT market study. UK: Office of Fair Trading.
Olfat, L., Khosravani, F., and Jalali, R. (2011). Identification and Ranking Effective Factors on the Internet Shopping use of Fuzzy ANP. Journal of Business Management, 3(7), 19-54.
Park, C. H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management31(1), 16-29.
Park, C., Hoon, K., & Young, G. (2003). Consumer purchase behavior in an online shopping context. International Journal of Retail & management,31(1), 17-20.
Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., & Pahnila, S. (2004). Consumer acceptance of online banking: an extension of the technology acceptance model. Internet research, 14(3), 224-235.
Rezasaidiniya H. and Baniasadi, M. (2007). Customer's behavior patterns in the buying from internet. Tadbir, 18(1), 54-58.
Soopramanien, D. G., & Robertson, A. (2007). Adoption and usage of online shopping: An empirical analysis of the characteristics of “buyers”“browsers” and “non-internet shoppers”. Journal of Retailing and Consumer Services,14(1), 73-82.
Thompson, J. B. (2005). Books in the digital age: The transformation of academic and higher education publishing in Britain and the United States. Polity Press Ltd.
Wasserman, S. (2012). The Amazon Effect. The Nation, May 29.
Zokai, M. (2014). Internet Shops: Winners of Online Book Market in Provinces. Ketab-e Hafteh, 1097(445), 11.
CAPTCHA Image