طراحی و تبیین الگوی بهبود خرید برخط فرایند تصمیم‌گیری مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت، دانشگاه پیام نور، تهران ایران

2 دانشیار دانشکده مدیریت، دانشگاه تربیت مدرس، تهران، ایران

3 دانشیار گروه مدیریت اجرایی و MBA، دانشگاه پیام نور، تهران، ایران

10.29252/bar.2020.9626.2554

چکیده

هدف نهایی از بازاریابی برآوردن نیازها و خواسته­­های مشتریان به شکلی بهتر از رقبا می­باشد. توانایی درک چگونگی رفتار مشتریان و مصرف‌کنندگان و نحوه تصمیم­گیری آن­ها یک پیش نیاز اساسی برای انجام موفق اهداف بازاریابی می­باشد. این تحقیق با هدف شناسایی عوامل مؤثر بر بهبود خرید آنلاین با توجه به فرآیند تصمیم‌گیری مشتری انجام گرفته است. بدین منظور از روش کتابخانه­ای و بررسی ادبیات موجود برای شناسایی عوامل مؤثر بر بهبود خرید آنلاین استفاده شده است. در مرحله بعد با استفاده از انجام مصاحبه نیمه ساختاریافته با خبرگان و انجام روش تحلیل محتوای کیفی به طبقه‌بندی و بومی‌سازی متغیرها و شاخص‌های شناسایی شده پرداخته شد. سپس جهت نهایی کردن شاخص‌‌های شناسایی شده از روش آزمون میانگین استفاده شد. نتیجه تحقیق نشان می‌دهد که مدل به­دست آمده شامل متغیرهای کیفیت کانال (ارزش وظیفه‌ای، ارزش عاطفی، ارزش اجتماعی، و ریسک ادراک شده)،کیفیت وب‌سایت (امنیت، محتوای اطلاعاتی، کارآیی سیستم، جلوه‌های بصری، و نوآوری)، ویژگی‌های محصول (قیمت و تنوع)، تبلیغات (تبلیغات دهان­به­دهان، و تبلیغات محیطی)، کیفیت معامله (اعتماد/ تضمین، پاسخگویی و سفارشی‌سازی)، و رضایت مشتریان الکترونیکی (رضایت­شناختی، و رضایت احساسی) می­باشد که بر بهبود خرید آنلاین مؤثر می‌باشند.

کلیدواژه‌ها


عنوان مقاله [English]

Design and explain the pattern of online shopping improvement based on the Customer decision-making process

نویسندگان [English]

  • Amene Kiarazm 1
  • Lotfolah Forozandeh Dehkordi 2
  • Mohammad Mahmoudi Maymand 3
  • Mirza Hassan Hosseini 3
1 Amene Kiarazm , PhD student, Department of Management, Payame Noor University, Tehran, Iran
2 Associate Professor, Department of Management, Tarbiat Modarres University, Tehran, Iran
3 Associate Professor, Department of Business Administration & MBA, payame Noor University, Tehran, Iran
چکیده [English]

The ultimate goal of marketing is to meet the needs and demands of customers in a better way than competitors. The ability to understand how customers and consumers behave and how they make their decisions is a prerequisite for successful marketing goals. This study is done to identify affecting factors on the improvement of online shopping with respect to the customer decision-making process. For this purpose, the library method and literature review are used to identify the factors influencing improvementonline shopping. In the next step, using semi-structured interview with experts and performing qualitative content analysis method to classify and localize identified variables and indicators. Then the one sample t-test used to finalize the identified indicators. The result of the research shows that the obtained model includes factors: Channel Quality (task value, emotional value, social value, and perceived risk), Website Quality (security, information content, system performance, visual effects, and innovation), Product Features (price and variety), Advertising (WOM and environmental advertising), Transaction Quality (trust, accountability, and customization), and Customer Satisfaction; which are effective in improving online shopping.

کلیدواژه‌ها [English]

  • Customer decision-making process
  • Electronic business
  • online shopping improvement
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