An Interactive Model of Digital Marketing in the Field of Online Service Startups based on Mobile Commerce in Modern Sociology

Today, mobile commerce is growing at a high rate. Given the capabilities of mobile commerce, understanding userdecisions to accept mobile commerce has received considerable attention from researchers and the business community. The purpose of this study is to present an interactive model in the field of digital marketing of online service startups based on mobile commerce. According to the purpose, the present research is in the field of applied research. Because it provides the basis for solving a problem in the real world. It is also in the field of survey research in terms of data collection. This research is a combination of qualitative and quantitative methods. In the qualitative section, the fuzzy Delphi method is discussed, which identifies, confirms or screens research factors. In the quantitative part, using the fuzzy denp technique, first the research factors are evaluated using the fuzzy dimtel method and then the research criteria and sub-criteria are ranked by the fuzzy ANP method. First, an in-depth study of the subject literature and domestic and foreign research was conducted to extract the basic principles and previous studies on the extraction of key factors during library studies. Then, a questionnaire containing 20 indicators affecting the acceptance of mobile commerce was provided to the members of the expert group. In this questionnaire, they were asked to specify the importance of each of the identified factors and indicators, and if there is a specific case that they do not mention in this study, to add it. After reviewing the answers, the final indicators and factors were identified. The fuzzy Delphi technique was performed in three rounds. In the results of this method, 15 indicators in 6 dimensions were extracted in 3 steps. Then, using Denp technique, the weights of the criteria were determined. Among the main criteria, individual user with a weight of 0.2445, first place, social with a weight of 0.181, second place, reliability with a weight of 0.1761, third place, perceived value with a weight of 0.1562, technical / technology with a weight of 0.1496, fifth place and customer orientation with Weight 0.0925 ranked sixth. Based on this, the validity criterion was ranked first among 15 sub-criteria. Individual innovation and online experience ranked second and third, respectively.