بررسی تاثير ارزش برند بر قصد خرید با در نظر گرفتن نقش ميانجیگري رضایتمندي مشتري و تعدیلگري تجربه شيفتگی (مورد مطالعه: مشتریان فروشگاه اینترنتی ديجی کالا)
محورهای موضوعی : دانش نو در مدیریت بازاریابی
مائده کریمی
1
,
زهرا اله وردی
2
1 - موسسه آموزش عالی المهدی مهر اصفهان / اصفهان/ ایران
2 - گروه مدیریت دانشگاه آزاد اسلامی واحد مبارکه
کلید واژه: ارزش ویژه برند, رضایتمندي مشتري, تجربه شیفتگی, قصد خرید ,
چکیده مقاله :
امروزه سياست هاي راهبردي و تجاري بر ایجاد ارزش برند جهت افزایش اعتماد مشتریان نسبت به سازمان متمرکز شدهاند. مهمترین علل چنين تغييري افزایش آگاهی و اطلاع عمومی نسبت به پيامدهاي مطلوب رضایت و وفاداري مشتریان است. پژوهش حاضر با عنوان بررسی تاثير ارزش برند بر قصد خرید آنلاین با در نظر گرفتن نقش ميانجیگري رضایتمندي الکترونيک و تعدیلگري تجربه شيفتگی صورت گرفته است .این پژوهش براساس هدف کاربردي و از نظر روش جمع آوري دادهها توصيفی - پيمایشی از شاخه ميدانی میباشد. جامعه آماري مطالع هي حاضر را مشتریان فروشگاه اینترنتی ديجی کالا به تعداد نامعلوم، تشکيل میدهند که پس از انجام مطالعه اي مقدماتی روي بخش کوچکی از جامعه ي آماري، حجم نمونه با استفاده از فرمول کوکران 384 نفر محاسبه شد که این افراد با توجه به پراکندگی جامعه ي آماري از روش نمونه گيري در دسترس انتخاب شدند. در این پژوهش براي جمع آوري داده ها از پرسشنامه استاندارد با تعداد 45 سوال تخصصی و 4 سوال جمعيت شناختی استفاده شد که روایی آن با استفاده از روایی صوري و سازه و پایایی آن با استفاده از ضریب آلفاي کرونباخ تایيد شد. همچنين تجزیه و تحليل اطلاعات با استفاده از مدل معادلات ساختاري و نرم افزارهاي Amos.36 و SPSS.21 صورت گرفت. نتایج نشان داد آگاهی برند، تصویر برند،کيفيت درک شده برند و وفاداري برند بر رضایتمندي مشتریان فروشگاه اینترنتی دیجی کالا تاثير مثبت و معناداري دارد .همچنين رضایتمندي بر قصد خرید مجدد مشتریان تاثير مثبت و معناداري دارد. یافته ها حاکی از آن بود که تجربه شيفتگی، رابطه بين رضایتمندي و قصد خرید مجدد را تعدیل می کند.
Today, strategic and commercial policies are focused on creating brand value to increase customer trust in the organization. The most important causes of such a change are increased public awareness and information about the desired outcomes of customer satisfaction and loyalty. The present study, titled Investigating the Effect of Brand Value on Online Purchase Intention by Considering the Mediating Role of Electronic Satisfaction and Moderating Experience of Infatuation, was conducted. This research is based on an applied purpose and is a descriptive-survey field study in terms of data collection method. The statistical population of the present study consists of an unknown number of customers of the online store Digikala. After conducting a preliminary study on a small part of the statistical population, the sample size was calculated using the Cochran formula as 384 people, and these people were selected using the available sampling method according to the dispersion of the statistical population. In this study, a standard questionnaire with 45 specialized questions and 4 demographic questions was used to collect data, whose validity was confirmed using face and construct validity and its reliability using Cronbach's alpha coefficient. Also, information analysis was performed using the structural equation model and Amos.36 and SPSS.21 software. The results showed that brand awareness, brand image, perceived brand quality, and brand loyalty have a positive and significant effect on customer satisfaction in the Digikala online store. Satisfaction also has a positive and significant effect on customer repurchase intention. The findings indicated that the experience of infatuation moderates the relationship between satisfaction and repurchase intention.
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