طراحی یک مدل رفتارهای منجر به خرید آنلاین براساس کیفیت سایت
الموضوعات :محمود نادری بنی 1 , سیدمهدی الحسینی المدرسی 2 , عادله دهقانی قهنویه 3 , محمد مهدی افشار 4
1 - استادیار و عضو هیأت علمی گروه مدیریت بازرگانی دانشگاه یزد
2 - استادیار و عضو هیأت علمی گروه مدیریت بازرگانی دانشگاه یزد
3 - دانشجوی کارشناسی ارشد مدیریت بازرگانی- بازاریابی دانشگاه یزد
4 - دانشجوی دکترای مدیریت دانشگاه صنایع و معادن
الکلمات المفتاحية: قصد خرید اینترنتی, کیفیت فنی, کیفیت ظاهری, دانشجویان (غیر مجازی) کارشناسی ارشد ورودی 1393 دانشگاه یزد, قابلیت تعمیم نتایج به جوامع دانشجویی, کیفیت محتوا,
ملخص المقالة :
هدف این پژوهش ارائه مدل جامعی از عوامل تعیین‌کننده رفتارهای منجر به خرید آنلاین براساس کیفیت سایت است. پژوهش از نوع توصیفی پیمایشی و کاربردی است. جامعه آماری همه دانشجویان کارشناسی ارشد غیر مجازی ورودی 1393 دانشگاه یزد بودند که از میان آنها 212 نفر براساس فرمول کوکران و به روش نمونه‌گیری طبقه‌ای متناسب انتخاب شدند. ابزار جمع‌آوری داده‌های پرسشنامه که شامل ابعاد کیفیت وب‌سایت برگرفته از سبی (2013)، شنیدرمن (1998)، دیویس، باگوزی و وارشا (1989)، دیزامز، یلیسیو، اردم و یالکین (2015)، ون در مرو و بکر (2003)، الینگ، لنتز، د جونگ و ون دن برق (2012)، لیو، هی، گاو و اکسی (2008)، لی و کوزار (2006)، سلطان یودین (2011)، کولیر و بینستوک (2006)، چافی و اسمیت (2013) و سیتکلفی (2002) و قصد خرید اینترنتی برگرفته از هوانگ و چا (2013) و لیو و جیانگ (2014) بود و همچنین برخی از پرسش‌های پرسشنامه محقق‌ساز بودند. تحلیل داده‌ها به روش حداقل مربعات جزئی و با کمک نرم‌افزار Smart Pls 2.0 و همچنین نرم‌افزار Amos 23 انجام شد. یافته‌ها نشان می‌دهند که کیفیت فنی، ظاهری و محتوای سایت بر قصد خرید اینترنتی تأثیری مثبت دارند (05/0< p ).
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