الگوی چسبندگی مشتریان در خرده فروشی‌های آنلاین با تاکید بر ارزش ادراک شده‌ی آنها (مورد مطالعه: دیجی کالا)

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 استاد تمام، گروه مدیریت بازرگانی، عضو هیئت علمی دانشگاه یزد، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، ایران.

2 دانشیار، گروه مدیریت بازرگانی، عضو هیئت علمی دانشگاه یزد، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، ایران.

3 کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، ایران.

10.48301/kssa.2021.287817.1546

چکیده

هدف این پژوهش بررسی عوامل موثر بر چسبندگی مشتریان به فروشگاه دیجی کالا با توجه به نقش ارزش ادراک شده‌ی آنها است. در واقع در این پژوهش تلاش شده است تاثیر ارزش ادراک شده‌ی مشتریان بر چسبندگی و قصد خرید آن‌ها در فروشگاه دیجی کالا بررسی شود. پژوهش حاضر ازنظر هدف کاربردی و از نظر ماهیت توصیفی است. جامعه‌ی آماری پژوهش شامل مشتریان دیجی کالا است. جهت گردآوری داده‌های موردنیاز پژوهش از پرسش‌نامه‌ی مبتنی بر طیف لیکرت استفاده‌ شد که در نهایت 327 پرسش‌نامه جمع‌آوری شد. روایی پرسش‌نامه با استفاده از روایی محتوا و سازه و پایایی آن نیز با استفاده از ضریب آلفای کرونباخ و پایایی ترکیبی بررسی شد و مورد تائید قرار گرفت. در این پژوهش به‌منظور تجزیه‌وتحلیل داده‌های پژوهش و آزمون فرضیه‌ها از روش مدل­یابی معادلات ساختاری استفاده‌ شد. در این رابطه، از نرم‌افزارهای SPSS و SMART PLS استفاده شد. نتایج پژوهش نشان داد که ارزش ادراک شده از فعالیت­های دیجی کالا بر رضایت و اعتماد مشتریان تأثیر مثبت و معنی داری دارد. از طرفی رضایت و اعتماد هر دو تأثیر مثبت و معنی داری بر چسبندگی مشتریان به فروشگاه دیجی کالا دارند. در نهایت یافته­های پژوهش نشان داد که چسبندگی تأثیر مثبت و معنی داری بر قصد خرید مشتریان از فروشگاه دیجی کالا دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A Model of Customer’s Stickiness in E-businesses with Emphasis on their Perceived Value

نویسندگان [English]

  • saeed saeida ardakani 1
  • amirreza konjkav monfared 2
  • zohre hosseini tavabe 3
1 Professor, Department of business Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
2 Associate Professor, Department of business Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
3 MSc, Department of Business Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
چکیده [English]

The purpose of this study was to investigate the factors affecting customers' stickiness to DigiKala online store based on the role of their perceived value. In this research, an attempt was made to investigate the effect of customers' perceived value on their stickiness and their purchase intention in DigiKala store. This research used an applied and descriptive research method. The statistical population consisted of customers of DigiKala online store. A Likert-based questionnaire was used for data-collection. Finally, a sample of 327 customers was selected. The validity of the questionnaire was assessed and confirmed using content and construct validity and its reliability was assessed using Cronbach's alpha coefficient and combined reliability. In the present research, SPSS and PLS software were used for data analysis. The findings of this study revealed that the perceived value of customers affected their satisfaction and trust. In addition, satisfaction and trust had a positive and significant effect on user’s stickiness to online stores. Finally, the findings demonstrated that stickiness had a significant effect on customers purchase intention from DigiKala online store.

کلیدواژه‌ها [English]

  • Stickiness Perceived value E
  • commerce Digikala

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فصلنامه علمی کارافن
دوره 19، ویژه نامه
علوم انسانی
مرداد 1401
صفحه 573-595

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  • تاریخ دریافت: 18 خرداد 1400
  • تاریخ بازنگری: 27 مهر 1400
  • تاریخ پذیرش: 11 آبان 1400

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