چکیده:
Netnography is a new approach in the field of social networks and internet communication space that examines customer suggestions and opinions in the form of comments. Using quantitative techniques for analysis, discovering meaning, and identifying signals related to incomplete user opinions is very vital for managers. In this research, first, using the grounded theory method, the semantic load and important criteria in the comments of users of an online mobile phone shopping site were identified, then based on fuzzy priority-based decision-making with incomplete information, the valuation of criteria was done by benefiting from experts. Content analysis of user comments showed that six features of price, beauty, processing speed, screen quality, battery, and camera are important to users, and among these features, based on fuzzy relationships with an incomplete approach, the beauty feature of the mobile phone with a value of 0.27563 has the most importance for users.
خلاصه ماشینی:
Netnography based on incomplete information: a new approach in analysis Internet user comments Reza Sheikh 1, Hanieh Sham بیاتی 2, Gelaleh Vakili 3 Abstract: Netnography is a new approach in the field of social networks and internet communication space that examines customer suggestions and opinions in the form of comments.
In this research, first, using the grounded theory method, the semantic load and important criteria in the comments of users of an online mobile phone shopping site were identified.
Ethnography, based on scientific methodology, is carried out to find an accurate answer to what things are, with the aim of deep and concise description of research topics (Pouya & Maleki, (1391) Today, with the increasing penetration rate of the internet 4 and the attention of human societies to electronic media such as online shopping sites and factors such as intensifying competition in this field, rapid technological changes, and increasing power and choice of visitors, the importance of studying in this area is increasing day by day for managers of these sites (Ebrahimi, Iman Khan, Esmaili, 1394).
Netnography is a qualitative method for examining online interactions between internet users (Dellasos & Frer, 2014) that is now widely used in topics such as online consumer behavior and online marketing studies and analysis of the opinions of participants and users in social and political spaces (Rollins, Nichels & Wi, 2014).
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