تأثیرشناسی نشانه های اکتشافی – سیستماتیک در سکو های تجارت الکترونیکی بر قصد خرید مجدد

For online store customers, it is impossible to assess the quality of the goods offered, because they are not able to physically test the goods before purchasing. Therefore, online stores on their e-commerce platforms must convey easily identifiable quality cues to such customers. Therefore, thanks to technological advances and the development of social interaction systems in e-commerce platforms, customers can now access a large amount of information (by examining the opinions provided, source credibility, perceived usefulness, and brand experience) sent directly by consumers of the goods, through which online stores can provide cues to judge the quality of the goods before purchasing. The purpose of this research is to analyze the impact of heuristic-systematic cues related to the presentation of product information on electronic platforms of online stores on the quality of the goods perceived by the consumer, to determine how this quality affects the perceived risk of product performance and the consumer's intention to repurchase. The present research method is descriptive-survey in nature and applied in terms of purpose. The statistical population of the study consisted of customers of the Digikala online store who had previously purchased from the store at least once. Due to its uncertainty, the sample size was determined to be 384 people using the Cochran formula for unknown populations, and the samples were selected using the convenience sampling method. In order to collect data, standard questionnaires were used: Heuristic-Systematic Signs in E-Commerce Platforms by Al-Shar (2024) with a reliability coefficient of 0.87, Perceived Product Quality by Karbil et al. (2013) with a reliability coefficient of 0.88, Product Performance Risk by Hong and Cha (2013) with a reliability coefficient of 0.88, and Repurchase Intention by Sullivan and Kim (2018) with a reliability coefficient of 0.77, whose face validity was approved by experts and scholars, and the general structure of the research questionnaires was also subject to content validity using confirmatory factor analysis. In order to analyze the data, structural equation modeling technique was used using Smart PLs 3 software and SPSS statistical software version 26. The results showed that the quantity of reviews provided, source credibility, perceived usefulness and brand experience all have a positive and significant effect on perceived product quality, which in turn has a positive and significant effect on repurchase intention. Specifically, brand experience (as a systematic signal) has the greatest effect on consumer evaluation of product quality, followed by the quantity of reviews (as an exploratory signal). On the other hand, consumer perceived product quality has a negative and significant effect on product performance risk. Product performance risk also had a negative and significant effect on consumer repurchase intention. The findings contribute significantly to the literature by improving our understanding of those determinants of perceived product quality in e-commerce that motivate consumers to repurchase and can help online stores improve their use of integrated social interaction tools to adequately reflect the quality of their products.

For online store customers, it is impossible to assess the quality of the goods offered, because they are not able to physically test the goods before purchasing. Therefore, online stores on their e-commerce platforms must convey easily identifiable quality cues to such customers. Therefore, thanks to technological advances and the development of social interaction systems in e-commerce platforms, customers can now access a large amount of information (by examining the opinions provided, source credibility, perceived usefulness, and brand experience) sent directly by consumers of the goods, through which online stores can provide cues to judge the quality of the goods before purchasing. The purpose of this research is to analyze the impact of heuristic-systematic cues related to the presentation of product information on electronic platforms of online stores on the quality of the goods perceived by the consumer, to determine how this quality affects the perceived risk of product performance and the consumer's intention to repurchase. The present research method is descriptive-survey in nature and applied in terms of purpose. The statistical population of the study consisted of customers of the Digikala online store who had previously purchased from the store at least once. Due to its uncertainty, the sample size was determined to be 384 people using the Cochran formula for unknown populations, and the samples were selected using the convenience sampling method. In order to collect data, standard questionnaires were used: Heuristic-Systematic Signs in E-Commerce Platforms by Al-Shar (2024) with a reliability coefficient of 0.87, Perceived Product Quality by Karbil et al. (2013) with a reliability coefficient of 0.88, Product Performance Risk by Hong and Cha (2013) with a reliability coefficient of 0.88, and Repurchase Intention by Sullivan and Kim (2018) with a reliability coefficient of 0.77, whose face validity was approved by experts and scholars, and the general structure of the research questionnaires was also subject to content validity using confirmatory factor analysis. In order to analyze the data, structural equation modeling technique was used using Smart PLs 3 software and SPSS statistical software version 26. The results showed that the quantity of reviews provided, source credibility, perceived usefulness and brand experience all have a positive and significant effect on perceived product quality, which in turn has a positive and significant effect on repurchase intention. Specifically, brand experience (as a systematic signal) has the greatest effect on consumer evaluation of product quality, followed by the quantity of reviews (as an exploratory signal). On the other hand, consumer perceived product quality has a negative and significant effect on product performance risk. Product performance risk also had a negative and significant effect on consumer repurchase intention. The findings contribute significantly to the literature by improving our understanding of those determinants of perceived product quality in e-commerce that motivate consumers to repurchase and can help online stores improve their use of integrated social interaction tools to adequately reflect the quality of their products.