تاثیر نگرش مشتریان بر تمایلات آنها از وب¬رومینگ با نقش میانجی¬گری ریسک آنلاین در کالاهای لوکس
محورهای موضوعی : تجارت الکترونیک
mousa rahimi
1
,
2
,
معین خواجه
3
1 - Department of MBA, Shiraz branch, Islamic Azad University, Shiraz, Iran
2 - دانشگاه آزاد اسلامی واحد شیراز
3 - مدیریت بازرگانی دانشگاه آزاد اسلامی واحد شیراز
کلید واژه: نگرش مشتریان, تمایلات مشتری از وب¬رومینگ, ریسک آنلاین, کالاهای لوکس,
چکیده مقاله :
هدف از این تحقیق بررسی تاثیر نگرش مشتریان بر تمایلات آنها از وب¬رومینگ با نقش میانجیگری ریسک آنلاین در کالاهای لوکس می‌باشد. این تحقیق از نوع کاربردی و به روش توصیفی پیمایشی انجام گردید. جامعه آماری تحقیق حاضر کلیه مشتریان فروشگاه‌های اینترنتی به تعداد نامحدود می‌باشد. حجم نمونه بر اساس فرمول کوکران برای جامعه نامحدود 384 نفر تعیین شد و روش نمونه¬گیری تصادفی در دسترس بود. ابزار گردآوری اطلاعات در این تحقیق، پرسشنامه برگرفته از شانکار و همکاران (2021) و چوی و یانگ (2016) بود. در این پژوهش، روایی محتوا و روایی سازه، سنجش و بررسی شد و پایایی پرسشنامه از طریق محاسبه ضرایب بارهای عاملی، آلفای کرونباخ و پایایی ترکیبی به دست آمد. به منظور آزمون فرضیه‌ها از مدل معادلات ساختاری و نرم‌افزار SmartPLS نسخه 2 و SPSS نسخه 19 استفاده شد. نتایج تجزیه و تحلیل داده‌ها نشان داد که نگرش مشتریان بر تمایلات مشتریان از وب¬رومینگ با نقش میانجیگری ریسک آنلاین در کالاهای لوکس اثر دارد. نگرش مشتریان بر تمایلات آنها از وب¬رومینگ در کالاهای لوکس اثر مثبت و معنادار دارد. ریسک آنلاین بر تمایلات مشتریان از وب-رومینگ در کالاهای لوکس اثر معکوس و معنادار دارد. نگرش مشتریان بر ریسک آنلاین اثر معکوس و معنادار دارد.
The purpose of this research is to investigate the effect of customers' attitudes on their intentions of web rooming with the mediating role of online risk in luxury goods. This research was applied in a descriptive survey method. The statistical population of this research is all customers of online stores in unlimited numbers. The sample size was determined based on Cochran's formula for an unlimited population of 384 people and random sampling method was available. The data collection tool in this research was a questionnaire taken from Shankar et al. (2021) and Choi and Yang (2016). In this research, content validity and construct validity were measured and the reliability of the questionnaire was obtained by calculating the coefficients of factor loadings, Cronbach's alpha and composite reliability. In order to test the hypotheses, the structural equation model and SmartPLS version 2 and SPSS version 19 software were used. The results of data analysis showed that customers' attitudes have a positive and significant effect on their intentions of web rooming in luxury goods. Customers' attitudes have an effect on their intentions of web rooming with the mediating role of online risk in luxury goods.
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