طراحی و ارزیابی اثرات غنا و تعامل پذیری وبسایت در فرایند خرید از فروشگاه برخط

نوع مقاله : مقاله مستخرج از رساله دکتری

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی، دانشکده حسابداری و مدیریت، دانشگاه علامه طباطبائی، تهران، ایران

2 استادیار گروه مدیریت، دانشکده حسابداری و مدیریت، دانشگاه علامه طباطبائی، تهران، ایران

3 استاد تمام گروه مدیریت، دانشکده حسابداری و مدیریت، دانشگاه علامه طباطبائی، تهران، ایران

4 دانشیار گروه مدیریت، دانشکده حسابداری و مدیریت، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

در دنیای مجازی امروز توجه به ویژگیها و فناوریهای برتر در طراحی وبسایت نه تنها بقای یک فروشگاه برخط را تضمین می کند، بلکه می تواند آن را به عضوی موثر در خانواده تبدیل کند که نگاهی دلسوزانه و مشاورانه دارد. در این میان غنا و تعامل پذیری وبسایت در زمره ی ویژگیهایی هستند که تاثیرات مهمی بر ادراک مصرف کنندگان در فرایند خرید دارند. این پژوهش قصد دارد براساس این ویژگیها به تدوین و آزمون مدلی در چهارچوب الگوی محرک‌ - ارگانیسم- پاسخ بپردازد که تببین گر قصد حمایت مصرف کننده از فروشگاه برخط باشد. این پژوهش در دو بخش کیفی و کمی انجام شده است. در بخش کیفی پس از مصاحبه با خبرگان، از رویکرد تحلیل مضمون برای تحلیل داده استفاده شده است که پس از انجام فرایند کدگذاری و تهیه جدول مضامین، بستر آزمون مدل مفهومی فراهم می شود. در بخش کمی پس از تایید پایایی و روایی مدل اندازه گیری، مدل معادلات ساختاری مورد آزمون قرار گرفت که برازش کلی مدل به خوبی تایید شد. همچنین براساس مقادیر T- Value ، تمامی ضرایب مسیر و بارهای عاملی در سطح اطمینان 95% معنادار بودند که نشان دهنده تایید مدل ساختاری و تمامی روابط میان متغیرها است. براساس نتایج، فروشگاههای برخط با طراحی و مدیریت صحیح ویژگی های غنا و تعامل پذیری می توانند شرایط لازم را برای ایجاد حس مطلع شدن و چسبندگی مصرف کننده از طریق درک مفیدبودن، لذت، میزان جستجو و محیط محوری در کسب اطلاعات فراهم نمایند که پیامد آن حمایت مصرف کننده از فروش آتی وبسایت است. مدل این مطالعه می تواند راهنمای خوبی برای فروشگاههای آنلاین در بررسی و تشخیص دلایل کاهش در جذب و نگهداشت کاربران در وبسایت و یا کاهش فروش آنها باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing and evaluating the effects of richness and interactivity of website in the purchase process from online store

نویسندگان [English]

  • neamat allah joola 1
  • mahmod mohammadian 2
  • zohreh dehdashti Shahrokh 3
  • vahid nasehifar 4
1 PHD student/Allameh Tabatabai university
2 Assistant Professor of Management/Allameh Tabataba'i University
3 full Profesor of management/Allameh Tabatabai university
4 Associate Professor of management /Allameh Tabatabai university
چکیده [English]

In today's virtual world, paying attention to the best features in website design can not only guarantee the survival of the online store, but can also make it an effective member of the family that has a caring and advisory view. Meanwhile, the richness and interactivity of the website are among the features that have important effects on consumer perception. This research aims to develop and test a model based on these characteristics that can explain the consumer support intention of online store. This research has been done in two parts, qualitative and quantitative. In the qualitative part, after interviewing the experts, the theme analysis approach was used to analyze the data, and after the coding process and preparation of the contents table, the conceptual model test was prepared. In the quantitative part, after confirming the reliability and validity of the measurement model, the structural equation model was tested. Criteria R2, Q2 and GOF well confirmed the overall fit of the model. Also, based on T-value values, all path coefficients and factor loads were significant at 95% confidence level, which indicates the confirmation of the structural model and all relationships between variables. Based on the results, online stores with proper design and management of richness and interactivity features can provide the necessary conditions to create a sense of consumer informedness and stickiness through understanding usefulness, pleasure, amount of search, and environment-based in information acquisition, so that the consequence is consumer support for the future sale of the website

کلیدواژه‌ها [English]

  • "media richness"
  • "media interactivity"
  • "informedness"
  • "stickiness"
  • " consumer support intention"

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نشریه علمی راهبردهای بازرگانی
دوره 18، شماره 18
اسفند 1400
صفحه 25-49

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