نقش اطلاعات محصولات سودمندگرایانه و لذت‌جویانه بر درگیری مشتریان در خرده‌فروشی آنلاین
محورهای موضوعی : مدیریت
معصومه فردی
1
,
سید حمید خداداد حسینی
2
*
,
بیت اله اکبری مقدم
3
1 - دانشجوی دکتری، گروه مدیریت بازاریابی، دانشگاه آزاد اسلامی قزوین، قزوین، ایران
2 - استاد، گروه مدیریت بازرگانی، دانشگاه تربیت مدرس، تهران، ایران (عهده‌دار مکاتبات)
3 - دانشیار، گروه علوم اقتصادی، دانشگاه آزاد اسلامی قزوین، قزوین، ایران
کلید واژه: محصول لذت‌جویانه, محصول سودمندگرایانه, خرده‌فروشی آنلاین, درگیری مشتری,
چکیده مقاله :
هدف این پژوهش بررسی تأثیر اطلاعات محصولات سودمندگرایانه و لذت‌جویانه در بستر خرده‌فروشی آنلاین بر درگیری مشتریان براساس دیدگاه روان‌شناختی است. این مطالعه در جامعه آماری دانشجویان براساس نمونه‌گیری اتفاقی به تعداد 360 دانشجو با کاربرد پرسشنامه انجام گرفته است. مدل پژوهش بر اساس تئوری درگیری و تئوری تعهد-درگیری استوار است که در آن توصیف محصولات سودمندگرایانه و لذت‌جویانه و همچنین درگیری مشتری به صورت ساختار چند بعدی است. مدل پژوهش با استفاده از تکنیک مدل‌سازی معادلات ساختاری مبتنی بر کوواریانس به صورت مرتبه دوم بررسی شده است. اعتبار و روایی ابزار سنجش با شاخص‌های مختلف پشتیبانی شده است. اعتبار مدل با شاخص‌های برازندگی حمایت شده و طبق نتایج تجزیه و تحلیل، تاثیر مثبت و معنادار از اطلاعات محصولات سودمندگرایانه و لذت‌جویانه در خرده‌فروشی آنلاین بر درگیری مشتریان پشتیبانی شده است. با وجود بالا بودن ضریب تاثیر توصیف و اطلاعات محصولات سودمندگرایانه نسبت به لذت‌جویانه، تفاوت معناداری در شدت ضرایب مشاهده نشده است. پیشنهاد پژوهش به خرده‌فروشان، بهینه کردن توصیف محصولات در فضای خرده فروشی آنلاین است تا خریداران بیشتری جذب فروشگاه شوند. نوآوری پژوهش ترکیب دو نظریه درگیری در مدل پژوهش و بکارگیری مفاهیم اصلی به صورت ساختار چند بعدی و بررسی در یک مدل است.
The objective of this research is to examine the impact of utilitarian and hedonic product information in an online retail setting on customer engagement from a psychological perspective. This study was conducted on a population of students using a random sampling method, with a sample size of 360 students through a questionnaire. The research model is grounded in the theory of engagement and the commitment-engagement theory, in which the descriptions of utilitarian and hedonic products, as well as customer engagement, are presented as multidimensional constructs. The research model was examined using a second-order covariance-based structural equation modeling technique. The validity and reliability of the measurement instrument have been supported by various indices. The model's validity is supported by goodness-of-fit indices, and the results of the analysis support a positive and significant impact of utilitarian and hedonic product information in online retail on customer engagement. Despite the higher impact coefficient of utilitarian product information compared to hedonic information, no significant difference in the magnitude of the coefficients was observed. The research suggests that retailers should optimize product descriptions in the online retail space to attract more customers. The novelty of this research lies in the combination of two engagement theories in the research model and the application of core concepts as multidimensional constructs, examining them within a single model.
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