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تأثیر نوآوری بر قصد خرید الکترونیکی با استفاده از مدل سازی معادلات ساختاری | ||
مدیریت بازرگانی | ||
مقاله 10، دوره 7، شماره 4، 1394، صفحه 941-966 اصل مقاله (466.18 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.57099 | ||
نویسندگان | ||
محمود نادری بنی1؛ مرضیه ادیب زاده* 2؛ عادله دهقانی قهنویه3 | ||
1استادیار گروه مدیریت بازرگانی دانشکدة اقتصاد، مدیریت و حسابداری دانشگاه یزد، یزد، ایران | ||
2کارشناسارشد مدیریت بازرگانی دانشکدة اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران | ||
3دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشکدة اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران | ||
چکیده | ||
در سالهای اخیر، خرید الکترونیکی افزایش یافته است. افرادی که از این کانال ارتباطی برای بازاریابی و فروش کالاها استفاده میکنند، دریافتهاند مصرفکنندگان فقط به تحویل بهموقع کالاها توجه نمیکنند، بلکه آنها بهدنبال محصولاتی جدید و متنوع هستند. هدف پژوهش حاضر، بررسی تأثیر نوآوری بر قصد خرید الکترونیکی دانشجویان مقاطع تحصیلی کارشناسی ارشد و دکتری است. این پژوهش از نوع توصیفی پیمایشی و کاربردی است. جامعة آماری این پژوهش 350 نفر از دانشجویان هستند. برای سنجش اطلاعات از پرسشنامة 32 گویهای با طیف پنجگزینهای لیکرت استفاده شد و بهمنظور تحلیل دادهها، روش حداقل مربعات جزئی و نرمافزار Smart PLS 2 استفاده شد. نتایج بیان میکند نوآوری در خدمات و محصولات بر رضایت مصرفکنندگان تأثیر مثبت و معناداری دارد و رضایت مصرفکننده، اعتماد او را در پی دارد. همچنین، نتایج پژوهش اثر مثبت و معنادار اعتماد مصرفکنندگان را بر قصد خرید تأیید کرد. | ||
کلیدواژهها | ||
اعتماد مصرفکننده؛ خرید الکترونیکی؛ رضایت مشتری؛ نوآوری خدمات؛ نوآوری محصولات | ||
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