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بررسی عوامل مؤثر بر فرایند شکلگیری وفاداری الکترونیکی مشتریان در فروشگاههای الکترونیکی ایران | ||
مدیریت بازرگانی | ||
مقاله 3، دوره 8، شماره 2، 1395، صفحه 281-300 اصل مقاله (937.9 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2016.58692 | ||
نویسندگان | ||
هادی تیموری* 1؛ مریم گودرزوند چگینی2؛ حامد غائیبی سدهی3 | ||
1استادیار گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران | ||
2کارشناسارشد مدیریت بازرگانی، دانشگاه اصفهان، اصفهان، ایران | ||
3دانشجوی کارشناسی ارشد مدیریت، دانشگاه شاهرود، سمنان، ایران | ||
چکیده | ||
در دهۀ اخیر با توجه به اهمیت مشتری در محیط آنلاین، ایجاد وفاداری، چالش مطرح در تمام فروشگاههای الکترونیکی است. پژوهش حاضر بهمنظور تسهیل فرایند وفادارسازی مشتریان الکترونیکی، بر تأثیر اعتماد تمرکز میکند. برای رسیدن به هدف پژوهش، مدلی طراحی شده است که بهطور خاص، به عوامل فردی (سودمندی درکشده، سهولت استفادۀ درکشده و نگرش نسبت به استفاده) و عوامل سازمانی (فناوری، ساختار سازمانی، استراتژی سازمانی، فرهنگ سازمانی و فرایندهای کاری) توجه دارد. برای جمعآوری دادهها و آزمون مدل، پرسشنامهای الکترونیکی طراحی شد و بهکمک روش نمونهگیری تصادفی، میان مشتریانی که تجربۀ خرید از فروشگاههای الکترونیکی در ایران را داشتند، توزیع گردید و 289 پرسشنامۀ قابل قبول برای تجزیه و تحلیل استفاده شد (پایایی قابل قبول: 93/0). نتایج تحلیل دادهها با استفاده از مدل معادلات ساختاری نشان داد عوامل فردی و سازمانی منتخب، بهاستثنای سهولت استفادۀ درکشده و فرهنگ سازمانی، سبب اعتماد الکترونیکی در مشتریان میشوند و اعتماد الکترونیکی نیز بر وفاداری الکترونیکی مشتریان تأثیرگذار است. | ||
کلیدواژهها | ||
اعتماد الکترونیکی؛ عوامل سازمانی؛ عوامل فردی؛ فروشگاه الکترونیکی؛ وفاداری الکترونیکی | ||
مراجع | ||
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