طراحی یک مدل رفتارهای منجر به خرید آنلاین براساس کیفیت سایت
محورهای موضوعی : تربیتی
محمود نادری بنی
1
(استادیار و عضو هیأت علمی گروه مدیریت بازرگانی دانشگاه یزد)
سیدمهدی الحسینی المدرسی
2
(استادیار و عضو هیأت علمی گروه مدیریت بازرگانی دانشگاه یزد)
عادله دهقانی قهنویه
3
(دانشجوی کارشناسی ارشد مدیریت بازرگانی- بازاریابی دانشگاه یزد)
محمد مهدی افشار
4
(دانشجوی دکترای مدیریت دانشگاه صنایع و معادن)
کلید واژه: قصد خرید اینترنتی, کیفیت فنی, کیفیت ظاهری, دانشجویان (غیر مجازی) کارشناسی ارشد ورودی 1393 دانشگاه یزد, قابلیت تعمیم نتایج به جوامع دانشجویی, کیفیت محتوا,
چکیده مقاله :
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 ).
The purpose of this research was to provide a comprehensive model of the determinants of online shopping behavior based on site quality. This research was descriptive and Applied Survey. The populaition of research was M.A students with entrance of 1393 in Yazd University. 212 sample were chosen based on Cochran formula and by classes sampling. The data collection instrument was questionnaire. data analysis was performed by little squares and by helping of Smart Pls2/0 and Amos23 softwares. Findings showed that technical, appearance and content quality of website Positive affect intention to internet purchase (P<0/05).
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