تاثیر شهرت و کیفیت سایت بر احساسات مشتریان، قصد خرید و ریسک ادراک‌شده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار دانشکده مدیریت، دانشگاه تهران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران

10.29252/bar.2020.1956

چکیده

با آنکه مطالعات اخیر چارچوبی را برای تعیین عواملی ارائه می‌کنند که به موفقیت خرده‌فروشان آنلاین کمک می‌کند، در تشخیص این مورد موفق نبوده‌اند که فرایند تصمیم‌گیری مشتری بیشتر بر اساس عواملی داخلی سایت‌ها (مثلا پیمایش، رنگ و گرافیک‌ها) قرار دارد. کیفیت سایت با آن که مهم است، تنها زیرمجموعه‌ای از معیارهای ارزشیابی ارائه‌دهنده خدمات آنلاین و بالقوه را نشان می‌دهد. سایر ویژگی‌های خرده‌فروشان آنلاین می‌تواند نقش‌هایی مهم را در تاثیر‌گذاری بر پاسخ مشتری ایفا کند.این پژوهش اطلاعات خارجی: شهرت و داخلی: کیفیت سایت را محرک‌های تاثیر گذار بر نظر مشتری در مورد سایت شرکت های ارائه دهنده خدمات اینترنت پرسرعت در ایران در نظر می گیرد. برای تحلیل داده ها از مدلسازی معادله ساختاری استفاده شد. مطابق یافته ها امنیت و محرمانگی دارای تأثیر مثبت و معنادار بر شهرت است. همچنین طراحی وب سایت و خدمات مشتری تأثیر مثبت و معنادار بر احساسات مثبت مشتری دارند. به علاوه مشخص شد امنیت و محرمانگی بر ریسک ادارک‌شده و احساسات مثبت نیز بر قصد خرید تأثیر مثبت و معناداری دارد. در نهایت اینکه ریسک ادارک‌شده بر احساسات منفی تأثیر مثبت و معناداری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Effect of Awareness and Website Quality on Customer’s Emotion, Purchase intention and Perceived risk

نویسندگان [English]

  • Nastaran Hajiheydari 1
  • Babak Hazaveh Hasar Maskan 2
  • Mahdi Ashkani 2
1 Assistant Professor, Faculty of Management University of Tehran, Iran
2 MSc. Student in Marketing Management, Faculty of Management University of Tehran, Iran
چکیده [English]

Although recent studies present a framework for success of online retailers, they were not successful in determining the role of internal factors of websites (i.e. scrolling, colors, and graphics) in customer’s decisions. Website quality is important, but it is only a sub category of performance of online retailers. Website quality, though important, represents only a subset of the criteria for evaluating an online and potential service provider. Other features of online retailers can play important roles in influencing customer response. This study considers external information (i.e. reputation) and internal information (i.e. website quality) as an influential driver of customer feedback on the website of high speed internet service providers in Iran. Structural equation modeling used to analyze the data. The findings suggest that security/privacy and reliability have a significant positive effect on reputation. Website design and customer service also have a significant and positive effect on customer positive emotions. In addition, it was found that security and reliability had a significant positive effect on the perceived risk and also positive emotions had a significant positive effect on purchase intention. Finally, perceived risk has a positive and significant effect on negative emotions.

کلیدواژه‌ها [English]

  • Customer Behavior
  • Stimuli-organism-response (S-O-R) Model
  • Website quality
  • Perceived Risk
  • Purchase intention
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