الگوی مفهومی تبیین بازاریابی اخلاقی در تمایل به خرید مصرف‌کننده اینترنتی با توجه به نماد اعتماد الکترونیکی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت سیاستگذاری بازرگانی، گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران

2 کارشناس ارشد مدیریت بازرگانی گرایش بازاریابی، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران

10.29252/bar.9.18.43

چکیده

پژوهش حاضر با هدف بررسی تأثیر بازاریابی اخلاقی در تمایل به خرید مصرف­کننده اینترنتی باتوجه به متغیر نماد اعتماد الکترونیکی صورت گرفته است. این تحقیق با استفاده از روش
توصیفی- پیمایشی اجرا شده و جامعة آماری پژوهش شامل کاربران یکی از شبکه‌های اجتماعی در سال 1395 می‌باشد که با استفاده از روش نمونه‌گیری تصادفی ساده، 350 پرسشنامه توزیع، دریافت و مورد ارزیابی قرارگرفت. جهت جمع‌آوری اطلاعات، از ابزار پرسشنامه بهره گرفته شده است. به منظور تحلیل داده­ها از نرم‌افزارهای SPSS ، Amos و همچنین از روش­های آماری تحلیل رگرسیون و معادلات ساختاری استفاده شد. نتایج تحقیق الگوی مفهومی ارائه شده را تأیید نمود و نشان داد که بازاریابی اخلاقی بر تمایل به خرید مصرف­کنندگان اینترنتی باتوجه به ضریب تاثیر90/0 تاثیر مثبت و معناداری دارد (P<0.05)، بازاریابی اخلاقی بر تمایل به خرید مصرف­کنندگان اینترنتی باتوجه به متغیر تعدیلگر نماد اعتماد الکترونیکی تاثیر مثبت و  معناداری دارد (P<0.05) ، نتایج مدل معادلات ساختاری نیز نشان داد که مؤلفه صداقت و پایبندی به تعهدات بیشترین ضریب تأثیر را بر تمایل به خرید مصرف­کننده دارد. نتایج تحقیق به فروشگاه­های مجازی پیشنهاد می­کند که تائید فروشگاه­های اینترنتی توسط یک مؤسسه ثالث دارای اهمیت می­باشد؛ زیرا که تأثیر زیادی در جلب اعتماد مراجعه کنندگان خواهد داشت.

کلیدواژه‌ها

عنوان مقاله [English]

A Conceptual Model to Explain Ethical Marketing in Consumers’ Willingness to Buy through the Internet according to the Trust Icon

نویسندگان [English]

  • Mohammad Safari 1
  • Mahshid Soleimani 2
  • Hajar Ghobadinia 2
1 Ph.D. in Business Policy Making, Department of Business Management, Faculty of Management, University of Tehran
2 Master of Business Administration, Department of Business Management, Faculty of Management and Accounting, Farabi College, University of Tehran
چکیده [English]

The present study aims at investigating the impact of ethical marketing in consumers’ willingness to buy through the Internet according to the trust icon. The study is conducted by using a descriptive survey, and its population consists of the users of social networks in 2016 selected randomly. As many as 350 questionnaires were distributed, returned and analyzed to gather the required data. The data were analyzed by using SPSS, Amos software packages, statistical methods such as regression analysis, and structural equations. The results supported the research conceptual model and showed that ethical marketing has a significant effect on the consumer’s willingness to buy through the Internet (P < 0.05).  This result was based on the impact factor of 90/0. The results of the structural equation modeling showed that the factors of honesty and commitment have the strongest impact on the willingness to buy. The results also suggest that online stores verification by a third-party institution is important because it has a strong influence on winning the trust of clients.

کلیدواژه‌ها [English]

  • ethics
  • Confidentiality
  • Honesty
  • Online stores

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کاوش‌های مدیریت بازرگانی
دوره 9، شماره 18
دی 1396
صفحه 43-60

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