طراحی و تبیین الگوی بهبود خرید برخط فرایند تصمیم‌گیری مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

2 دانشیار، گروه مدیریت، دانشگاه تربیت مدرس، تهران، ایران

3 دانشیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

4 استاد، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

چکیده

هدف نهایی از بازاریابی برآوردن نیازها و خواسته­­های مشتریان به شکلی بهتر از رقبا می­باشد. توانایی درک چگونگی رفتار مشتریان و مصرف‌کنندگان و نحوه تصمیم­گیری آن­ها یک پیش نیاز اساسی برای انجام موفق اهداف بازاریابی می­باشد. این تحقیق با هدف شناسایی عوامل مؤثر بر بهبود خرید آنلاین با توجه به فرآیند تصمیم‌گیری مشتری انجام گرفته است. بدین منظور از روش کتابخانه­ای و بررسی ادبیات موجود برای شناسایی عوامل مؤثر بر بهبود خرید آنلاین استفاده شده است. در مرحله بعد با استفاده از انجام مصاحبه نیمه ساختاریافته با خبرگان و انجام روش تحلیل محتوای کیفی به طبقه‌بندی و بومی‌سازی متغیرها و شاخص‌های شناسایی شده پرداخته شد. سپس جهت نهایی کردن شاخص‌‌های شناسایی شده از روش آزمون میانگین استفاده شد. نتیجه تحقیق نشان می‌دهد که مدل به­دست آمده شامل متغیرهای کیفیت کانال (ارزش وظیفه‌ای، ارزش عاطفی، ارزش اجتماعی، و ریسک ادراک شده)،کیفیت وب‌سایت (امنیت، محتوای اطلاعاتی، کارآیی سیستم، جلوه‌های بصری، و نوآوری)، ویژگی‌های محصول (قیمت و تنوع)، تبلیغات (تبلیغات دهان­به­دهان، و تبلیغات محیطی)، کیفیت معامله (اعتماد/ تضمین، پاسخگویی و سفارشی‌سازی)، و رضایت مشتریان الکترونیکی (رضایت­شناختی، و رضایت احساسی) می­باشد که بر بهبود خرید آنلاین مؤثر می‌باشند.

کلیدواژه‌ها

عنوان مقاله [English]

Design and explain the pattern of online shopping improvement based on the Customer decision-making process

نویسندگان [English]

  • Amene Kiarazm 1
  • Lotfolah Forozandeh Dehkordi 2
  • Mohammad Mahmoudi Maymand 3
  • Mirza Hassan Hosseini 4
1 PhD Student, Department of Business Management, Payame Noor University, Tehran, Iran
2 Associate Professor, Department of Management, Tarbiat Modarres University, Tehran, Iran
3 Associate Professor, Department of Business Management, payame Noor University, Tehran, Iran
4 Professor, Department of Business Management, payame Noor University, Tehran, Iran
چکیده [English]

The ultimate goal of marketing is to meet the needs and demands of customers in a better way than competitors. The ability to understand how customers and consumers behave and how they make their decisions is a prerequisite for successful marketing goals. This study is done to identify affecting factors on the improvement of online shopping with respect to the customer decision-making process. For this purpose, the library method and literature review are used to identify the factors influencing improvementonline shopping. In the next step, using semi-structured interview with experts and performing qualitative content analysis method to classify and localize identified variables and indicators. Then the one sample t-test used to finalize the identified indicators. The result of the research shows that the obtained model includes factors: Channel Quality (task value, emotional value, social value, and perceived risk), Website Quality (security, information content, system performance, visual effects, and innovation), Product Features (price and variety), Advertising (WOM and environmental advertising), Transaction Quality (trust, accountability, and customization), and Customer Satisfaction; which are effective in improving online shopping.

کلیدواژه‌ها [English]

  • Customer decision-making process
  • Electronic business
  • online shopping improvement

مراجع

1. Alhosseini Almodarresi, S. M. & Mohammadi, F. (2016). Online Shopping sand Consumers Values. Journal ofBusiness Administration Researches, 8(15), 59-82.
2. Changchit, C., & Klaus, T. (2015). An exploratory study on small business website creation and usage. Journal of Electronic Commerce in organizations, 13(1), 1-14.
3. Christodoulides, G., & Michaelidou, N. (2011). Shopping motives as antecedents of e-satisfaction and e-loyalty. Journal of Marketing Management, 27(1), 181-197.
4. Cristobal, E., Flavián, C., & Guinalíu, M. (2007). Perceived e-service quality (PeSQ ). Managing Service Qualit, 17(3), 317-340.
5. Darley, W. K., Blankson, C., & Luethge, D. J. (2010). Toward an Integrated Framework for Online Consumer Behavior and Decision Making Process:A Review. Psychology & Marketing, 27(2), 94–116.
6. Fang, J., Wen, C., George, B., & Prybutok, V. R. (2016). CONSUMER HETEROGENEITY , PERCEIVED VALUE , AND REPURCHASE DECISION-MAKING IN ONLINE SHOPPING : THE ROLE OF GENDER , AGE , AND. Journal of Electronic Commerce Research, 17(2), 116-131.
7. Foxall, G. (1980). Consumer Behavior:. A Practical Guide. New York: John Wiley & Sons.
8. Iman, M., & rnoushadi, M. (2012). The qualitative content analysis, Pazhuhesh, 3(2),15-44
9. Janda, S., Trocchia, P. J., & Gwinner, K. P. (2002). Perceptions of Internet retail service quality. International Journal of Service Industry Management, 13(5), 412-431.
10. Kanagal, N. B. (2016). An Extended Model of Behavioural Process in Consumer Decision Making. International Journal of Marketing Studies, 8(4), 87-93.
11. Kaplan, A. M., & Haenlein, M. (2010). Users of the world , unite ! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
12. Kotler, P. T., & Keller, K. L. (2012). Marketing Management (14th ed.). Upper Saddle River: Prentice Hall.
13. Lam, L. W., Chan, K. W., Fong, D., & Lo, F. (2011). Does the look matter ? The impact of casino servicescape on gaming customer satisfaction , intention to revisit , and desire to stay. International Journal of Hospitality Management, 30(1), 558–567.
14. Lim, W. M., & Ting, D. H. (2012). E-shopping : An Analysis of the Uses and Gratifications Theory. Modern Applied Science, 6(5), 48-63.
15. Longstreet, P. (2010). Evaluating Website Quality : Applying Cue Utilization Theory to WebQual. Proceedings of the 43rd Hawaii International Conference on System Sciences, 1-7.
16. Madlberger, M. (2006). Exogenous and endogenous antecedents of online shopping in a multichannel environment: evidence from a catalog retailer in the German-speaking world. Journal of Electronic Commerce in Organizations, 4(4), 29-51.
17. Mohammad Shafiee, M., & Ahghar Bazargan, N (2019). The Impact of E-Exchange Development on Customers’ E-Loyalty and Repurchase Intention. Journal ofBusiness Administration Researches, 10(20), 71-90.
18. Mohammadi, S., Darzianazizi, A., Rahimi, F., & Shafieyan, R. (2019). Explaining the Effect of Viral Advertising on Consumer Purchasing Behavior. Journal ofBusiness Administration Researches, 10(20), 169-186.
19. Montazeri, M., Ebrahimi, A., Ahmadi, P. & Rahnama, A. (2014). Investigation of the Factors Affecting the Intention to Purchase on Electronic Commerce. Journal of Business Management, 6(2): 207-226.
20. Nazari, M., & Baghdadi, M. (2013). Investigating the Factors that Influence Online Impulsive Buying in Iran- Survey on Group Discount Websites. Journal of Information Technology Management, 5(3), 223-239.
21. Prasad, R. K., & K. Jha, M. (2014). Consumer buying decisions models: A descriptive study. International Journal of Innovation and Applied Studies, 6(3), 335-351.
22. Safari, M., Soleimani, M. & Ghobadinia, H. (2018). A Conceptual Model to Explain Ethical Marketing in Consumers’ Willingness to Buy through the Internet according to the Trust Icon. Journal ofBusiness Administration Researches, 9(18), 43-60.
23. Santos, J. (2003). E-service quality : a model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233-246.
24. Shafiei Nikabadi, M, & Zarei, A. (2017).Effectiveness of Advertisements on Electronic Social Networks. Journal of Business Administration Researches, 9(17), 149-173.
25. Solomon, M. (2006). Consumer Behavior: A European Perspective (3rd ed.). Harlow: Prentice Hall.
26. Szymanski, D. M., & Hise, R. T. (2000). e-Satisfaction : An Initial Examination. Journal of Retailing, 76(3), 309-322.
27. Tang, T. Y., Fang, E. E., & Wang, F. (2014). Is Neutral Really Neutral ? The Effects of Neutral User-Generated Content on Product Sales. journal of marketing, 78(1), 41-58.
28. Teimouri, H., & Goodarzvand Chegini, M. (2018). Investigating the Individual and Organizational Factors Affecting E-loyalty with the Mediating Role of E-satisfaction. Journal of Business Administration Researches, 10(19), 65-97.
29. Torkestani, M. S., Mafakheri, F. & Haghighat, F. (2016). The Effect of Satisfaction and Trust on Electronic Loyalty and Tourism Products Online Shopping. Tourism Management Studies, 11(34), 93-109.
30. Torkestani, M. S., Zendemehr, M. & Afsahizade, M. (2018). Investigating the Relationship between Website Characteristics and Impulsive Purchase on the Internet.  Journal of Business Administration Researches, 10(19), 1-17.
31. Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207-217.
32. Ulaga, W., & Eggert, A. (2006). Value-Based Differentiation in Business Relationships : Gaining and Sustaining Key Supplier Status. Journal of Marketing, 70(1), 119-136.
33. Vaughn, R. (1986). How Advertising Works: A Planning Model Revisited. Journal of Advertising Research, 26(1), 57–66.
34. Viksne, K., Salkovska, J., Gaitniece, E., & Puke, L. (2016). COMPARATIVE ANALYSIS OF CUSTOMER BEHAVIOUR MODELS. Economic Science for Rural Development Conference Proceedings, 1(43), 231-238.
35. Wen, C., Prybutok, R. V., Blankson, C., & Fang, J. (2014). The role of E-quality within the consumer decision making process. nternational Journal of Operations & Production Management, 34(12), 1506-1536.
36. Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., Chen, H., et al. (2016). E-WOM from e-commerce websites and social media : Which will consumers adopt ? ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS, 17(1), 62-73.
37. Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-47.
38. Zeithaml., V. (1988). Consumer Perceptionsof Price,Quality, and Value: A Means-End Model Synthesis of Evidence. journal of marketing, 52(3), 2-22.
39. Zhao, L., Lu, Y., Zhang, L., & Chau, P. Y. (2012). Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services : An empirical test of a multidimensional model. Decision Support Systems, 52(1), 645-647.
40. Zhou, T., Lu, Y., & Wang, B. (2011). A comparative analysis of Chinese consumers’ increased vs decreased online purchases. Journal of Electronic Commerce in Organizations, 9(1), 38-55.
کاوش‌های مدیریت بازرگانی
دوره 12، شماره 23
شهریور 1399
صفحه 277-308

فایل ها

هم رسانی

ارجاع به این مقاله

آمار