راحتی تحویل خرید آنلاین و تأثیر آن بر افزایش رضایت مشتری

محورهای موضوعی : مدیریت بازاریابی

عباس احمدی ¹ (استادیار، گروه مدیریت بازاریابی، دانشگاه پیام نور، تهران، ایران)
سید احمد حیدری ² (دانشجوی کارشناسی‌ارشد مدیریت کسب و کار، دانشگاه پیام نور ساری، ساری، ایران)

تاریخ دریافت : 1398/02/18 تاریخ پذیرش : 1398/03/05 تاریخ انتشار : 1396/09/01

کلید واژه: خرید آنلاین, سایت دیجی کالا, رضایت مشتری, رفتار مشتری, تبلیغ دهان به دهان الکترونیکی,

چکیده مقاله :

هدف این مقاله، شناسایی ابعاد راحتی خرید آنلاین است که بر قصد خرید آنلاین مصرف‌کننده تأثیر می‌گذارد و یک مدل مفهومی برای سنجش ادراک مصرف‌کنندگان از راحتی خرید ارائه می‌دهد که این امر به منظور تفوق یافتن بر کاستی‌های مطالعات قبلی است که نتایج تجربه خرید راحت را بررسی نکرده‌اند. بنابراین هدف از انجام این پژوهش بررسی راحتی تحویل خرید آنلاین و تأثیر آن بر افزایش رضایت مشتری و تشویق به تبلیغ دهان به دهان الکترونیکی می‌باشد. جامعه آماری این تحقیق مشتریان سایت دیجی کالا (بیش از 2000 نفر) می‌باشد. که از بین آنان 385 نفر به عنوان نمونه تحقیق حاضر انتخاب شدند. ابزار جمع آوری داده‌ها پرسشنامه بوده و روایی سازه از طریق تحلیل عاملی مورد بررسی قرار گرفت، تجزیه و تحلیل داده‌های پژوهش از طریق مدلسازی معادلات ساختاری با استفاده از نرم افزار Spssو Plsانجام شد. یافته‌های این تحقیق نشان داد که 5 فرضیه محقق تأیید شد و 5 فرضیه دیگر رد شد.

چکیده انگلیسی:

The purpose of this paper is to identify the dimensions of online shopping convenience that affects consumer intent and provides a conceptual model for assessing consumer perceptions of shopping convenience, in order to overcome the shortcomings of previous studies, which results They do not have an easy shopping experience. Therefore, the purpose of this research is to investigate the convenience of online shopping delivery and its impact on increasing customer satisfaction and encouraging the promotion of oral-to-mouth e-mail. The statistical population of this research is the customers of Digi-Commodity (more than 2000 people). 385 of them were selected as the sample of this study. The data-gathering tool was a questionnaire and structural validity was assessed through factor analysis. Analysis of the research data was done by structural equation modeling using Spss and Pls software. The findings of this study showed that five hypotheses were confirmed and five other hypotheses were rejected.

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