تاثیر شهرت و کیفیت سایت بر احساسات مشتریان، قصد خرید و ریسک ادراک شده (مورد مطالعه: سایت شرکت‌های ارائه دهنده خدمات اینترنت پرسرعت در ایران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

2 دانشجوی دکتری گروه مدیریت صنعتی و فناوری، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، قم، ایران

3 دانش‌آموخته دکتری، گروه مدیریت صنعتی و فناوری، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، قم، ایران

چکیده

استفاده از اینترنت و خریدهای اینترنتی در سال‌های اخیر و مخصوصاً بعد از همه­گیری کرونا رشد روزافزنی داشته است. با آنکه مطالعات زیادی در خصوص عوامل موفقیت خرده‌فروشان آنلاین انجام شده است ولی اندکی از آن‌ها به عوامل مؤثر بر فروش اینترنتی خدمات پرداخته است. از طرفی کیفیت ‌سایت با آن که مهم است، تنها بخشی از معیارهای ارزشیابی ارائه‌دهنده خدمات آنلاین را نشان می‌دهد. سایر ویژگی‌های سایت‌های فروش آنلاین می‌تواند نقش‌ مهم و تاثیر‌گذاری بر پاسخ مشتری و قصد خرید وی ایفا کند. این پژوهش با بهره‌گیری از مدل محرک- ارگانیسم – پاسخ، عوامل تاثیر گذار بر قصد خرید خدمات مشتری از سایت‌های شرکت‌های ارائه دهنده خدمات اینترنت پرسرعت در ایران را مورد بررسی قرار می‌دهد. برای تحلیل داده‌ها از مدلسازی معادله ساختاری (SEM) استفاده شده­است. یافته‌ها بر این اساس است که امنیت و محرمانگی دارای تأثیر مثبت و معنادار بر شهرت هستند. 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، یافته­ها نسان می­دهد که ریسک ادارک‌شده بر احساسات منفی مشتریان نسبت به شرکت تأثیر مثبت و معناداری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Effect of awareness and website quality on customer’s emotion, purchase intention and perceived risk (case study: website of high speed internet service providers in Iran)

نویسندگان [English]

  • Nastaran Hajiheydari 1
  • Babak Hazaveh Hasar Maskan 2
  • Mahdi Ashkani 3
1 Associate Professor, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
2 Ph.D. Candidate, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran
3 Ph.D. Graduate, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran
چکیده [English]

Internet use and online shopping have grown exponentially in recent years, especially since the COVID Pandemic. Although many studies have been conducted on the success factors of online retailers, few of them have addressed the factors affecting the online sales of services. On the other hand, the website quality, while important, it only shows a factor of evaluating online service provider. Other features of online sales sites can play an important role in influencing customer response and purchase intention. This study, using the stimulus-organism-response model, examines the factors affecting the customer purchase intention to buy services from the sites of high-speed Internet services provider companies in Iran. Structural equation modeling (SEM) was used to analyze the data. The findings are based on the fact that Security/Privacy have a positive and significant effect on reputation. Also, website design and customer service have a positive and significant effect on customer positive emotions. In addition, it was found that Security/Privacy have a positive and significant effect on perceived risk and positive emotions have a positive and significant 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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کاوش‌های مدیریت بازرگانی
دوره 12، شماره 23
شهریور 1399
صفحه 445-471

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