تاثیر توسعه داد و ستد‌های الکترونیک بر وفاداری الکترونیک مشتریان و قصد خرید مجدد

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

2 کارشناسی ارشد مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

چکیده

در عصر جدید که خرید و فروش کالا و خدمات از طریق اینترنت رونق فراوان یافته‌است، عوامل متفاوتی می‌تواند بر تصمیم‌گیری مشتریان در انتخاب شیوه خرید موثر باشد. پس از خرید مشتری از یک فروشگاه، آن فروشگاه باید در راستای وفادار کردن مشتری اقداماتی انجام دهد به گونه‌ای که موجب قصد خرید مجدد او از فروشگاه شود. هدف پژوهش حاضر بررسی تاثیر کیفیت خدمات الکترونیک و بهبود الکترونیک بر وفادار کردن مشتریان فروشگاه‌های الکترونیک و قصد خرید مجدد آن‌ها از همان فروشگاه الکترونیک است. جامعه‌ آماری پژوهش، مشتریان چند فروشگاه اینترنتی منتخب هستند که نمونه‌ای تصادفی از میان آن‌ها انتخاب شده‌است. نتایج به‌دست آمده حاکی از آن است که امنیت اطلاعات و کارایی وب‌سایت بر کیفیت خدمات الکترونیک تأثیر گذار است. همچنین مسئولیت‌پذیری، جبران خسارت و ارتباطات بر بهبود الکترونیک تأثیرگذار است. کیفیت خدمات الکترونیک و بهبود الکترونیک نیز به نوبه خود بر وفاداری مشتریان در خرید آنلاین و قصد خدید مجدد الکترونیک آن‌ها تاثیر گذارند و وفاداری نیز بر قصد خرید مجدد آنلاین تأثیر معناداری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of E-Exchange Development on Customers’ E-Loyalty and Repurchase Intention

نویسندگان [English]

  • Majid Mohammad Shafiee 1
  • Negin Ahghar Bazargan 2
1 Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
2 MSc in Business Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
چکیده [English]

In the new age, a plethora of products and services can be acquired online. In In the modern era, a plethora of products and services can be acquired online. In this context, customers’ decisions as how to buy are affected by several different factors. Following a purchase, the company must take appropriate measures to improve customers’ loyalty so that their repurchase intention can be enhanced. The objective of this paper is to investigate the impact of electronic service quality and electronic improvement on customers’ loyalty and repurchase intentions in the context of online shopping. The statistical population of the research includes the customers of several selected online stores in Iran with a random sample drawn from the population. The results of the research indicate that information security and website performance affect electronic service quality while accountability, compensation, and communication influence electronic improvement. Furthermore, electronic service quality and electronic improvement, in turn, affect customers’ loyalty and online repurchase intention. Finally, electronic loyalty is found to have a significant impact on online repurchase intention.

کلیدواژه‌ها [English]

  • E-recovery
  • E-shopping
  • Online repurchase intention
  • E-service quality
  • E-loyalty
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