مدلسازی اعتماد خریداران به فروشگاه‌های اینترنتی به وسیله‌ی نگاشت‌های شناختی فازی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازاریابی، دانشگاه تهران

2 استاد دانشکده مدیریت، دانشگاه تهران

چکیده

اعتماد و تعهد دو عامل اصلی در توسعه خرده‌فروشی برخط هستند. در مطالعات گذشته اعتماد در فضای آنلاین از جوانب مختلف بررسی شده‌است،اما تا کنون مدلی جامع و با در نظر گرفتن مقتضیات جامعه ایرانی ارائه نشده است.این پژوهش به دنبال ارائه مدلی جامع و بومی از اعتماد در محیط برخطاست.روش تحقیق استفاده شده در این پژوهش از نوع آمیخته است. در مرحله اول (تحقیق کیفی) عوامل موثر بر اعتماد برخط، به استفاده از ابزارهای مصاحبه و گردش دلفی در مدلی جدید ارائه شده‌اند. در مرحله دوم (تحقیق کمی) روابط و مسیرهای مربوطه توسط ابزار پرسشنامه و به وسیله تحلیل فازی، وزن‌دار شده‌اند. مدل نهایی به دست آمده شامل 83 رابطه و 78 عامل موثر بر اعتماد برخط است. عواملیکه در این مدل بیشترین وزن فازی را به خود اختصاص داده‌اند، «تجربه خرید قبلی»، «ریسک ادراک‌شده مشتری»، «قوانین و مقررات مربوطه»، «فرهنگ محیط»، «ریسک پرداخت برخط»، و «به روز بودن سیستم امنیتی» هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Modeling the Trust in Online Shops Using Fuzzy Cognitive Mapping-Edited

نویسندگان [English]

  • Farshid Farasat 1
  • Tahmoures Hasangholipoor Yasvari 2
1 Master of Science, Department of Business Management, University of Tehran
2 PHD, Department of Business Management, University of Tehran
چکیده [English]

Complementary to the increasing popularity of the internet and WWW, e-commerce has become a significant global economic force. The online retail stores need to attract more visitors and convert them to customers. To achieve this goal these stores need to be trustworthy for the visitors and customers. This study investigates the factors influencing customers’ trust in online stores. The research design includes both qualitative and quantitative phases. In the qualitative phase, a cognitive map of the factors influencing online trust using Delphi method is developed. The model carries out 78 factors influencing online trust and has 83 links between these factors. In the quantitative phase, the links in the model are weighted using fuzzy analysis method. The findings show that previous purchase experience, perceived risk, related laws and regulations, culture, online payment risks, updated security systems among all the factors in the model have the strongest effect on online trust. The study is significant as it presents a new and indigenous integrative model.

کلیدواژه‌ها [English]

  • Online Trust
  • E-commerce
  • Fuzzy Cognitive Maps
  • Online Shops
  • Trust in Online Shops
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