ارائه مدل یکپارچه قصد خرید مجدد آنلاین در فروشگاه‌های زنجیره‌ای به روش مالتی گرندد تئوری
الموضوعات : مدیریت بازاریابی
مهدی بره مقدم
1
(دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم‌انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران)
حسین حکیم پور
2
(استادیار گروه مدیریت، دانشکده علوم‌انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران )
مهدی محمودزاده
3
(استادیار گروه مدیریت، دانشکده علوم‌انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران)
محمد محمدی
4
(استادیار گروه مدیریت، دانشکده علوم‌انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران)
الکلمات المفتاحية: قصد خرید مجدد آنلاین, فروشگاه‌های زنجیره‌ای, فراترکیب , گرندد تئوری, مالتی گرندد تئوری,
ملخص المقالة :
زمینه: باتوجه‌به رشد روزافزون فروش آنلاین محصولات فروشگاه‌های زنجیره‌ای و تنوع عوامل اثرگذار بر آن، نقش افزایش تکرار خرید آنلاین این محصولات دارای اهمیت است. هدف: هدف از مطالعه حاضر، ارائه الگوی قصد خرید مجدد آنلاین در فروشگاه‌های زنجیره‌ای به روش مالتی گرندد تئوری می‌باشد. روش: این پژوهش به روش مالتی گرندد تئوری که ترکیبی از فراترکیب و گرندد تئوری می‌باشد، انجام شده است. ازاین‌رو، در گام نخست، ادبیات قصد خرید مجدد آنلاین در بازه زمانی سال 2010 الی 2022 مورد بررسی قرار گرفت و در گام بعدی با 10 نفر از خبرگان فروشگاه‌های زنجیره‌ای مصاحبه صورت گرفت و تجزیه‌وتحلیل داده‌ها از طریق سه نوع کدگذاری باز، محوری و انتخابی با رویکرد استراوس و کوربین صورت پذیرفته است. یافته‌ها و نتایج: در این پژوهش عوامل علی شامل طبقه فن آوری اطلاعات، ویژگی محصول، طبقه برند و طبقه خدمت؛ عوامل مداخله‌گر شامل عوامل جامعه‌شناسی و فضای رقابتی و طبقه ویژگی‌های مشتری به‌عنوان عامل زمینه‌ای شناسایی شدند که ضمن ایجاد راهبردهای بازاریابی سبب افزایش توانمندی فروشگاه‌های زنجیره‌ای و مسئولیت اجتماعی خواهد شد. این پژوهش به ایجاد دانش بیشتر در خصوص عوامل مؤثر بر قصد خرید مجدد آنلاین در فروشگاه‌های زنجیره‌ای کمک می‌کند و به مدیران فروشگاه‌های زنجیره‌ای در افزایش قصد خرید مجدد آنلاین مشتریان و مزیت رقابتی یاری می‌رساند.
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