بررسی تاثير ارزش برند بر قصد خرید با در نظر گرفتن نقش ميانجیگري رضایتمندي مشتري و تعدیلگري تجربه شيفتگی (مورد مطالعه: مشتریان فروشگاه اینترنتی ديجی کالا)
الموضوعات :
مائده کریمی
1
,
زهرا اله وردی
2
1 - موسسه آموزش عالی المهدی مهر اصفهان / اصفهان/ ایران
2 - گروه مدیریت دانشگاه آزاد اسلامی واحد مبارکه
الکلمات المفتاحية: ارزش ویژه برند, رضایتمندي مشتري, تجربه شیفتگی, قصد خرید ,
ملخص المقالة :
امروزه سياست هاي راهبردي و تجاري بر ایجاد ارزش برند جهت افزایش اعتماد مشتریان نسبت به سازمان متمرکز شدهاند. مهمترین علل چنين تغييري افزایش آگاهی و اطلاع عمومی نسبت به پيامدهاي مطلوب رضایت و وفاداري مشتریان است. پژوهش حاضر با عنوان بررسی تاثير ارزش برند بر قصد خرید آنلاین با در نظر گرفتن نقش ميانجیگري رضایتمندي الکترونيک و تعدیلگري تجربه شيفتگی صورت گرفته است .این پژوهش براساس هدف کاربردي و از نظر روش جمع آوري دادهها توصيفی - پيمایشی از شاخه ميدانی میباشد. جامعه آماري مطالع هي حاضر را مشتریان فروشگاه اینترنتی ديجی کالا به تعداد نامعلوم، تشکيل میدهند که پس از انجام مطالعه اي مقدماتی روي بخش کوچکی از جامعه ي آماري، حجم نمونه با استفاده از فرمول کوکران 384 نفر محاسبه شد که این افراد با توجه به پراکندگی جامعه ي آماري از روش نمونه گيري در دسترس انتخاب شدند. در این پژوهش براي جمع آوري داده ها از پرسشنامه استاندارد با تعداد 45 سوال تخصصی و 4 سوال جمعيت شناختی استفاده شد که روایی آن با استفاده از روایی صوري و سازه و پایایی آن با استفاده از ضریب آلفاي کرونباخ تایيد شد. همچنين تجزیه و تحليل اطلاعات با استفاده از مدل معادلات ساختاري و نرم افزارهاي Amos.36 و SPSS.21 صورت گرفت. نتایج نشان داد آگاهی برند، تصویر برند،کيفيت درک شده برند و وفاداري برند بر رضایتمندي مشتریان فروشگاه اینترنتی دیجی کالا تاثير مثبت و معناداري دارد .همچنين رضایتمندي بر قصد خرید مجدد مشتریان تاثير مثبت و معناداري دارد. یافته ها حاکی از آن بود که تجربه شيفتگی، رابطه بين رضایتمندي و قصد خرید مجدد را تعدیل می کند.
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