توسعه الگوی اجتماعی رفتار خرید مجدد آنلاین با در نظر گرفتن نقش عوامل پیش از خرید و پس از خرید

محورهای موضوعی : مطالعات توسعه اجتماعی ایران

افشین رهنما قره خان بیگلو ¹ , کریم حمدی ² , حمیدرضا سعیدنیا ³ , مهدی ایران نژاد پاریزی ⁴

1 - دانشجوی دکتری مدیریت بازرگانی، بازاریابی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران (Email: [e-mail])
2 - دانشیار مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران (نویسنده مسئول) (Email: [e-mail])
3 - دانشیار مدیریت بازرگانی، بازاریابی، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
4 - استادیار مدیریت دولتی، گروه مدیریت، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

تاریخ دریافت : 1397/04/23 تاریخ پذیرش : 1398/09/04 تاریخ انتشار : 1398/05/01

کلید واژه: کیفیت وب سایت, خرید مجدد آنلاین, اعتماد آنلاین, شهرت وب سایت, تحویل کالا و گارنتی,

چکیده مقاله :

با رشد و توسعه فناوری اطلاعات و فراگیر شدن استفاده از اینترنت و تأثیر آن بر همه جنبه های زندگی، ماهیت کسب و کارها نیز در حال دگرگون شدن هستند. در این میان خرده فروشی اینترنتی نیز به عنوان یک شیوه نوین توزیع کالاها درآمده و فروشگاه های اینترنتی رفته رفته جایگاه خود را در سیستم توزیع پیدا می کنند. لذا بررسی جنبه های مختلف بازاریابی و مدیریت در آن ها مورد توجه محققان و اندیشمندان قرار گرفته است. هدف پژوهش حاضر بررسی تأثیر عوامل پیش از خرید و پس از خرید، بر قصد خرید مجدد از فروشگاه های اینترنتی با در نظر گرفتن چارجوب اس-او-آر است. روش تحقیق حاضر از نوع مدل سازی معادلات ساختاری بود جامعه آماری پژوهش حاضر کلیه دانشجویان واحد علوم و تحقیقات که سابقه خرید اینترنتی از فروشگاه اینترنتی دیجی کالا داشتند، بود که تعداد 273 نفر از آنها از طریق غیر احتمالی در دسترس، به عنوان نمونه آماری انتخاب شدند. تحلیل داده ها نشان داد که شهرت برند، طراحی وب سایت، حریم خصوصی/امنیت، خدمات مشتری، سفارشی سازی، منافع برند، تحویل کالا، گارانتی از طریق اعتماد برند و قصد خرید مجدد مشتریان تأثیر مثبت دارند.

چکیده انگلیسی:

Background: With the growth and development of information technology and the growing use of the Internet and its impact on all aspects of life, the nature of businesses is also changing. Meanwhile, Internet retail is also a new way of distributing goods, and online stores are gradually gaining ground in the distribution system. Therefore, consideration of different aspects of marketing and management has been considered by researchers and thinkers. Purpose: The purpose of this study was to investigate the effect of pre-purchase and after-purchase factors on the intention to re-buy from online stores, taking into account the S-O-Rs. Method: The research method was structural equation modeling. The statistical population of the study was all students of the Science and Research Unit who had a history of Internet shopping from the DJ website, of which 273 were available through unpredictable, as a statistical sample were chosen. Results: Data analysis showed that brand reputation, website design, privacy / security, customer service, customization, brand interests, delivery of goods, warranties through brand trust and the intention to re-buy customers have a positive effect. Keywords: repurchase online, website quality, website reputation, online trust, delivery of goods and garnet

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