بررسی عوامل مؤثر بر رفاه الکترونیکی مشتریان زن بر خرید از برندهای فروشگا‌ه‌های الکترونیک در زمان بحران‌های پاندمیک

محورهای موضوعی : فصلنامه زن و جامعه

یزدان شیرمحمدی ¹ (دانشیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران)
مراد برادران ² (استادیار، گروه جامعه‌شناسی، دانشگاه پیام نور، تهران، ایران)
اسماعیل نصیری هند خاله ³ (دانشیار، گروه جغرافیا و برنامه‌ریزی شهری، دانشگاه پیام نور، تهران، ایران)
آمنه کمالی سروستانی ⁴ (دانشجوی کارشناسی ارشد زمین شناسی زیست محیطی، دانشکده علوم زمین، دانشگاه صنعتی شاهرود، شاهرود، ایران)

تاریخ دریافت : 1401/06/25 تاریخ پذیرش : 1403/02/09 تاریخ انتشار : 1403/05/01

کلید واژه: فضای مجازی, عصر کرونا, بررسی برخط, رتبه‌بندی برخط, رفاه الکترونیکی مشتریان زن,

چکیده مقاله :

هدف: پژوهش حاضر با هدف مطالعه عوامل مؤثر بر رفاه الکترونیکی مشتریان زن و قصد استفاده مداوم انجام شد.
روش: این پژوهش از نظر هدف، کاربردی و از نظر شیوه گردآوری داده‌ها توصیفی- پیمایشی است. در فرآیند انجام این پژوهش، به یک مورد کاوی در میان فروشگاه اینترنتی دیجی کالا پرداخته شد و 384 نفر از مشتریان زن این فروشگاه با روش نمونه‌گیریِ در دسترس از یک جامعه‌یِ نامحدود، به‌ عنوان نمونه‌ آماری انتخاب شدند. داده‌های مطالعه با استفاده از پرسش‌نامه گردآوری و تجزیه و تحلیل داده‌ها نیز با نرم‌افزار اس پی اس اس 23 و اموس 23 انجام شد.
یافته‌ها: یافته‌های پژوهش نشان داد که تمامی عوامل مورد بررسی (اثر انتظار عملکرد، انتظار تلاش، تأثیر اجتماعی، تسهیل شرایط، انگیزه لذت‌جویانه، ارزش قیمت، عادت داشتن، بررسی برخط، پیگیری برخط و رتبه‌بندی برخط) بر رفاه الکترونیکی مشتریان زن و به‌ تبع آن بر قصد استفاده مداوم آنها از محصولات فروشگاه اینترنتی دیجی کالا، اثر مثبت و معناداری دارند.
نتیجه‌گیری: نتایج حاکی از آن است که در دنیای مجازی و درگیر کرونا، مفهوم «رفاه الکترونیکی شهروندان زن» به ضرورات تبدیل شده و در چنین شرایطی ارائه خدمات الکترونیکی به شهروندان زن نه تنها یک انتخاب، بلکه یک الزام است.

چکیده انگلیسی:

Introduction: This research aims to study the factors on women's electronic health and the intention to use it regularly

Methodology: This research is descriptive-survey in terms of practical purpose and data collection method. In the process of conducting this research, Digikala online store was investigated and 384 female customers of this store were selected as a statistical sample using the available sampling method from the unlimited population. Using the questionnaire and SPSS 23 and AMOS 23 software, data analysis was done.

Findings: The findings showed that all the investigated factors (effect of performance expectation, effort expectation, and social influence, facilitation of conditions, hedonic motivation, price value, habit, online review, online follow-up, and online rating) have a positive and significant effect on electronic well-being. Their intention to continuously use Digikala online store products is another category that has been influenced by these factors

Discussion and Conclusion: The results indicate that in the virtual world affected by the corona virus, the concept of "electronic welfare of female citizens" has become a necessity, and in such conditions, providing electronic services to female citizens is not only a choice, but a requirement.

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