طراحی مدل ابعاد اثرگذار بر تغییر نگرش مصرف کننده در توسعه صنعت حمل و نقل ریلی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران

2 استادیار، دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران جنوب، تهران، ایران

چکیده

حمل و نقل ریلی, صنعتی است که با گسترش فعالیت های اقتصادی ,افزایش تولید ملی ,بهبود و توسعه زیرساخت های صنعت ریلی تاثیر بسزایی در اقتصاد هر کشوری دارد. و بر همین اساس اهمیت شناخت صنعت ریلی به جهت توسعه صنعتی‌تر و رقابت با کشورهای پیشرفته‌ ما را وا‌داشته است تا با شناخت نگرش مصرف‌کننده از نگرش‌ها, رفتارهای اجتماعی و شخصیت افراد آگاهی پیدا کرده تا با به‌کارگیری استراتژی‌های مناسب جهت کاهش ناهماهنگی شناختی و هم‌چنین تغییر نگرش مصرف‌کنندگان از حمل‌ونقل ریلی بهره برده و ظرفیت این صنعت را افزایش داد. بنابراین هدف این تحقیق طراحی مدل تغییر نگرش مصرف‌کننده خدمات حمل و نقل ریلی با تأکید بر نظریه ناهماهنگی شناختی است. روش این تحقیق آمیخته از نوع کیفی و کمی است در بخش کیفی از روش مصاحبه نیمه ساختاریافته به کمک خبرگان و در بخش کمی از روش پرسشنامه زوجی و توزیع آن در بین جامعه آماری صنعت حمل و نقل ریلی استفاده شده است. در تحقیق کیفی با انجام روش کدگذاری به روش مضمون( تم )به مدل نظری رسیده و سپس از طریق روش دیمتل و ANP فازی متغییرهای اثرگذار احصا شده است.نتایج بدست آمده متغیرهای اثرگذار شامل عوامل محیطی، عوامل سازمانی، شرایط حمل‌ونقل ریلی بوده که اثرگذارترین آنها متغیر عوامل محیطی است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing a model of dimensions affecting the change of consumer attitudes in the development of the rail transport industry

نویسندگان [English]

  • Fatemeh Ashouri 1
  • Naser Azad 2
  • Abdullah Naami 2
  • Mahmoud Modiri 2
1 Ph.D., Student, Department of Management and Accounting‌, Azad University, South Tehran Branch, Tehran, Iran.
2 Assistant Professor, Department of Management and Accounting, Islamic Azad University, South Tehran Branch, Tehran, Iran.
چکیده [English]

Rail transport is an industry that has a significant impact on the economy of any country by expanding economic activities, increasing national production, improving and developing the infrastructure of the rail industry. Accordingly, the importance of recognizing the railway industry for more industrial development and competition with developed countries has made us aware of the attitudes, social behaviors and personalities of consumers by using appropriate strategies to reduce cognitive inconsistencies and change attitudes. Consumers took advantage of rail transportation and increased the capacity of the industry. Therefore, the purpose of this study is to design a model to change the attitude of consumers of rail transport services with emphasis on the theory of cognitive inconsistency. The method of this research is a combination of qualitative and quantitative. In the qualitative part, the semi-structured interview method with the help of experts and in the quantitative part, the paired questionnaire method and its distribution among the statistical population of the rail transport industry have been used. In qualitative research, by performing the thematic coding method (theme), the theoretical model was reached and then effective variables were calculated through Demetel and fuzzy ANP methods. They are variables of environmental factors.

کلیدواژه‌ها [English]

  • Rail Transport
  • Cognitive Dissonance Approach
  • Consumer Attitude
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