بررسی رابطه بین کیفیت وب‌سایت و تحریک‌پذیری مصرف‌کننده با تمایل به خرید ناگهانی در محیط اینترنت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی

2 کارشناس ارشد گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی

3 کارشناس ارشد گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی

چکیده

توسعه اینترنت تأثیر شدیدی بر محیط بازاریابی در سطح جهان داشته است. گسترش پذیرش اینترنت و رشد سریع کانال­های خرده­فروشی اینترنتی، مصرف­کنندگان را با انبوه محرک­هایی مواجه ساخته است که تمایل به خرید آنلاین را در آنان افزایش می­هد. ظهور اینترنت به عنوان یک کانال خرید جایگزین، به مصرف­کنندگان اجازه می­دهد تا با فراغت خاطر به امر خرید بپردازند. همین موضوع سبب پیدایش فرصت­های جدیدی برای خرید ناگهانی در محیط اینترنت شده است. علیرغم رشد قابل ملاحظۀ خریدهای اینترنتی و فراگیری هر چه بیشتر رفتار خرید ناگهانی، هیچ پژوهش قابل ملاحظه­ای در زمینه بررسی عوامل موثر بر رفتار خرید­ ناگهانی مصرف­کنندگان ایرانی در محیط اینترنت انجام نشده است. در این پژوهش به بررسی عوامل موثر بر تمایل به خرید ­ناگهانی آنلاین در بین کاربران وب‌سایت خرید گروهی تخفیفان پرداختیم. نتایج تجزیه و تحلیل داده­های جمع­آوری‌شده با استفاده از پرسشنامه و سنجش مدل تحقیق با استفاده از نرم­افزار لیزرل نشان دادند که تحریک­پذیری مصرف­کننده و کیفیت وب­سایت رابطه‌ای مثبت با تمایل به خرید ناگهانی آنلاین دارند. رابطه مثبت میان کیفیت وب­سایت و تحریک­پذیری مصرف­کننده تایید نشد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Relationship between Website Characteristics and Impulsive Purchase on the Internet

نویسندگان [English]

  • Mohammad Saleh Torkestani 1
  • Mona Zandmehr 2
  • Mohammad Afsahizadeh 3
1 Asistant Professor, Department of Business Management, Faculty of Management and Accounting, University of Allameh Tabatabaei
2 Master, Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University
3 Master, Department of Business Management, Faculty of Management and Accounting, University of Allameh Tabatabaei
چکیده [English]

Internet development has intensely affected marketing processes. A majority of companies focus on this huge source of consumers to sell their goods and services. With the growth of the Internet among the general public and the rapid growth of multi-channel retailing, consumers are constantly exposed to marketing stimuli that promote online purchasing. The Internet is an alternative buying channel serving as a convenient shopping channel that allows the consumer to shop at his or her leisure, offering 24 hour/seven days a week shopping. This approach has created new opportunities for impulse buying in the Internet domain. Despite the rapid progress of buying on the Internet, there is no noticeable research on the evaluation of the factors that affect Iranian consumers’ impulsive buying behavior on the Internet. Consequently, the goal of this research is evaluation of effective factors in the intention for online impulsive buying among the website users of “kharide gorohi takhfifan”. The data were collected using a questionnaire for assessment of a conceptual model. The data analysis by the Lisrel software demonstrated that impulsiveness and website quality have a positive relationship with the intention to buy impulsively. However, there was no positive relationship confirmed between website quality and impulsiveness.

کلیدواژه‌ها [English]

  • Impulsiveness
  • Impulsive purchase tendency
  • Website quality

مراجع

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کاوش‌های مدیریت بازرگانی
دوره 10، شماره 19
شهریور 1397
صفحه 1-17

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