تأثیر نوآوری بر قصد خرید الکترونیکی با استفاده از مدل سازی معادلات ساختاری

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشکدة اقتصاد، مدیریت و حسابداری دانشگاه یزد، یزد، ایران

2 کارشناس‌ارشد مدیریت بازرگانی دانشکدة اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

3 دانشجوی 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

موضوعات


عنوان مقاله [English]

The Impact of innovation on Electronic purchase intention by Structural Equation Modeling

نویسندگان [English]

  • Mahmood Naderi 1
  • Marzie Adibzade 2
  • Adele Dehghani 3
1 Associate Prof., Faculty of Economic ,Management and Accounting, Yazd University, Yazd, Iran
2 MSc., Faculty of Economic ,Management and Accounting, Yazd University, Yazd, Iran
3 MSc. Student ., Faculty of Economic ,Management and Accounting, Yazd University, Yazd, Iran
چکیده [English]

Electronic shopping has increased in recent years increasingly. People who use this channel as an instrument of marketing and selling of goods, Understand that consumers do not only focus on timely delivery of goods. But they are also looking for new and different products. Thus, the marketers and companies must understand the innovative elements that effective on consumer purchases. In the present study the impact of innovation on intention of shopping on students Degrees Masters and PhD is examined. This study is a descriptive and applies survey. The population of this is research 350 students. Evaluation of data used the questionnaire of 32 items with 5-choice Likert range. And to analyze data has been used Smart PLS software. The obtained results indicate that innovation in services and product innovation has a positive and significant effect on Consumer Satisfaction and Consumer Satisfaction will lead to consumer Confidence. The results also confirmed the positive and significant effect of consumer confidence on Electronic purchase intention.

کلیدواژه‌ها [English]

  • consumer confidence
  • Customer Satisfaction
  • Electronic Purchase
  • product innovation
  • Service innovation
Abasi, E. & Rajabi Miandare, A. (2015). The survey of e-loyalty effective factors and barriers, to e-banking services in private banks customers in Golestan province, Journal Of Business Management,6(4): 827- 844. (In Persian)
Allame, S. M. & Noktedan, I. (2010). Analysing the Influence of service Quality on Customer Loyalty (A case study in four and five-star hotels), Journal Of Business Management, 2(5): 1- 139. (In Persian)
Aliakbari, F. (2009). The impact of service quality on satisfaction and repeat purchase electronice, M.A Thesis, Alzahra University. (In Persian)
Amabile, T. M. (1983). The Social Psychology of Creativity, Springer-Verlag, New York.
Amirshahi, M., Heidarzadeh, K. & Dabestani, F. (2012). The Influence of consumer's innovativeness on their shopping decision making styles, Quarterly New Marketing Research Journal, 1(3): 1-25. (In Persian)
Atchariyachanvanich, K., Sonehara, N. & Okada, H. (2008). What are the benefits of continued purchasing through the Internet? A study of South Korean consumers, Journal of Service Science and Management, 1(1): 101.
Areni, C. (2003). Exploring manager’s implicit theories of atmospheric music: Comparing academic analysis to industry insight, Journal of Services Marketing, 17: 161- 184.
Atkinson, D. & Al-Ashaab, A. (2008). A review and critical analysis of global new product introduction and development, International Journal of Product Development,6(2): 118- 141.
Belanche, D., Casaló, L. V. & Guinalíu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk, Journal of retailing and consumer services, 19(1): 124- 132.
Bel, J. D. & Gaza, M. (2011). Mobile payments, In Liezenberg C. & Lycklama D. (Eds), Innopay Publications, Amsterdam.
Bernardo, M. (2014). Integration of management systems as an innovation: A proposal for a new model, Journal of Cleaner Production, 82(1 November 2014): 132-142.
Bonnie, D, B., Teresa, A. S., Yingjiao, X. & Raul, P. (2007). Theory of reasoned action purchase intention of young consumers, Clothing and Textiles Research Journal, 25(3): 244- 257.
Chiu, C., Hsu, M., Lai, H. & Chang, C. (2012). Re-examining the influence of trust on Online repeat purchase intention: The moderating role of habit and its antecedents, Decision Support Systems, 53(4): 835- 845.
Davari, A. & Rezazadeh, A. (2013). Structual equation modeling with PLS, Jahad Daneshgahi Organization, Tehran. (In Persian)
Davis, F. D. (1989). Perceived usefulness, perceived ease of use and user acceptance of information technology, MIS Quarterly, September,319- 340.
Dehdashti Shahrokh, Z. & Mobarhan. S. (2012). Investigation of individual motivational factors on Online shopping, Journal Of Business Management, 4(120):37- 52. (In Persian)
Ding, C. G. & Lin, C. H. (2012). How does background music tempo work for Online shopping, Electronic Commerce Research and Applications, 11(3): 299- 307.
Elling, S., Lentz, L., De Jong, M. & Van den Bergh, H. (2012). Measuring the quality of governmental websites in a controlled versus an online setting with the website evaluation questionnaire, Government Information Quarterly,29(3): 383- 393.
Eri, Y., Islam, M. A. & Daud, K. A. K. (2011). Factors that Influence Customer’s buying intention on shopping Online, International Journal of Marketing Studies, 3(1):128-139.
Eroglu, S., Machleit, K. & Davis, L. (2001). Atmospherics qualities of online retailing, A conceptual model and implications, Journal of Business Research, 54(2): 174- 184.
Eskandari, M., Gheidar Kheljani, J. & Erabi, S. M. (2011). The process and product innovation strateue coordination model based on computer values framework, Quartely Improved Management,5(2): 9-36. (In Persian)
Galia, F. & Legros, D. (2004). Complementarities between obstacles to innovation: Evidence from France, Research Policy, 33(8): 1185–1199.
Grabner-Kraeeter, S. (2002). The role of consumers_ trust in Online-shopping, Journal of Business Ethics, 39(1- 2): 43- 50.
Hamidizadeh, M., Hajkarimi, A. & Naeiji, M. (2011). Designing and explaining the model of persistent customer loyalty in e-commerce: A study in the e-retailer’s websites, New Marketing Research Journal 1(2): 79- 92. (In Persian)
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies, Strategic Management Journal, 20(2): 195- 204.
Hong, I. B. & Cha, H. S. (2013). The mediating role of consumer trust in an Online merchant in predicting purchase intention, International Journal of Information Management, 33(6): 927- 939.
Hosseini, S. H., Shirkhodayee, M. & Kordanech, A. (2008). Factors affecting consumer confidence in e-commerce model (B2C), Quarterly Modarres Human Science, 61: 92-118. (In Persian)
Han, H. & Hyun, S. (2013). Image congruence and relationship quality in predicting switching intention: Conspicuousness of product use as a moderator variable, Journal of Hospitality and Tourism Research, 37(3): 303- 329
Kim, C., Galliers, R. D., Shin, N., Ryoo, J. H. & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention, Electronic Commerce Research and Applications, 11(4): 374- 387.
Koo, D. M. & Ju, S. H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention, Computers in Human Behavior, 26(3): 377- 388.
Kuo, Y. F., Hu, T. L. & Yang, S. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: The moderating roles of word-of-mouth and alternative attraction, Managing Service Quality: An International Journal, 23(3): 168- 187.
Lee, G. & Lin, H. (2005). Customer perceptions of e-service quality in Online shopping, International Journal of Retail and Distribution Management, 33(2-3): 161- 176.
Liu, X., He, M., Gao, F. & Xie, P. (2008). An empirical study of Online shopping customer satisfaction in China: A holistic perspective, International Journal of Retail & Distribution Management, 36(11): 919- 940.
Macinnis, D. J. & Park, C. W. (1991). The differential role of characteristics of music on high and low involvement consumers processing of Ads, Journal of Consumer Research, 18(2): 161- 173.
Madhushi, M., Zali, M. & Amani, M. R. (2005). Evaluation of electronic payment system features from perspectives Iranian Internet users, Quarterly Journal Of Executive Management, 5(19): 65- 96. (In Persian)
Montazeri, M., Ebrahimi, A., Ahmadi, P. & Rahnama, A. (2015). Investigation of the factors affecting the intention to purchase on electronic commerce, Journal Of Business Management, 6(2): 207- 226.
Mukherjee, A. & Nath, P. (2007). Role of electronic trust in Online retailing: A reexamination of the commitment-trust theory, European Journal of Marketing, 41(9): 1173– 1202.
Park, C. H. & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an Online shopping context, International Journal of Retail & Distribution Management, 31(1): 16- 29.
Pew Research Center, Pew Internet and American Life Project, Shopping and gift buying Online, the overall e-shopping picture (2002). Retrieved February 11, 2004 from http://www.pewInternet.org/index.asp.
Poddar, A., Donthu, N. & Wei, Y. (2009). Website customer orientation, website quality and purchase intentions: The role of website personality, J Bus Res, 62(2): 441– 50.
Ponte, E. B., Carvajal-Trujillo, E. & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel Online: Integrating the effects of assurance on trust antecedents, Tourism Management, 47(1): 286- 302.
Price-Rankin, K. (2004). Online atmospherics: An investigation of feeling and Internet purchase intention, University of Tennessee.
Ranjbarian, B., Rashid Kaboli, M., Sanayei, M. & Hadadian, A. (2012). An analysis of relationship between perceived value, perceived quality, customer satisfaction and re-purchase intention in Tehran department stores, Journal Of Business Management, 4(11): 55- 70. (In Persian)
Razak, N. S. A., Marimuthu, M., Omar, A. & Mamat, M. (2014). Trust and repurchase intention on Online tourism services among Malaysian consumers, Procedia-Social and Behavioral Sciences, 130(1): 577- 582.
Rowley, J. (2004). Online branding: The case of McDonald's, British Food Journal, 106(3): 228- 237.
Salajeghe, S. & Nazeri, M. (2008). Effect of knowledge management on creativity and innovation, First Iranian Creatology and Innovation Conference, Tehran, Iran. (In Persian)
Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behavior, 7th edition, Prentice Hall, Wisconsin.
Schreier, M., Fuchs, C. & Dahl, D. W. (2012). The innovation effect of user design: Exploring consumer's innovation perceptions of firms selling products designed by users, Journal of Marketing, 76(5): 18- 32.
Shang, R., Chen, Y. & Shen, L. (2005). Extrinsic versus intrinsic motivations for consumers to shop Online, Information & Management, 42(3): 401– 413.
Shin, J. I., Chung, K. H., Oh, J. S. & Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea, International Journal of Information Management, 33(3): 453- 463.
Sirgy, M. J. (1980). Towards a psychological model of consumer satisfaction/dissatisfaction, New Finding on Consumer Satisfaction and Complaining, 36(2): 40- 47.
Swaminathan, V., Lepkowska-White, E. & Bharat, R. (2006). Browsers or buyers in cyberspace? An investigation of factors influencing electronic exchange, Journal of Computer Mediated Communication,5(2).
Szymanski, D. M. & Hise, R. T. (2000). E-satisfaction: An initial examination. examination, Journal of Retailing,76(3): 309– 322.
Taghva, M., Taghavifard, M. & Afkhami, A. (2008). The impact on customer satisfaction in e-commerce website (The case of the Iran and Mellat insurance), Journal of EconomyandnewBusiness, (10-11): 58- 85. (In Persian)
Tch Meeusm, M. & Edqueist, CH. (2010). Introduction to product and process innovation, translate: Masume Purjafari moghadam, Economic Journal, 10(7-8): 87-106. (In Persian)
Todorova, G. (2011). The Conflict-Creativity Tension In Functionally Diverse Innovation Teams,PhD Thesis, Carnegie Mellon University.
United States Department of Commerce. (October 2000). Falling through the net: Toward digital inclusion, Washington, DC. Retrieved February 11, 2004, from http://www.commerce.gov/
Urban, G. L. F., Sultan, F. & Qualls, W. J. (2000). Placing trust at the center of your Internet, Sloan Management Review, 12(4): 39– 48.
Victorino, L., Verma, R., Plaschka, G. & Dev, C. (2005). Service innovation and customer choices in the hoIspitality industry,  Managing Service Quality: An International Journal, 15(6): 555- 576.
Wang, S., Beatty, S. E. & Mothersbaugh, D. L. (2009). Congruity's role in website attitude formation, Journal of Business Research, 62(6): 609- 615.
Wang, Y. & Qualls, W. (2007). Towards a theoretical model of technology adoption in hospitality organizations, Hospitality Management, 26(3): 560- 573.
Warshaw, P. R. & Davis, F. D. (1985). Disentangling behavioral intentions and behavioral expectations, Journal of Experimental Social Psychology, 21(3): 213- 228.
Yalch, R. F. & Spangenberg, E. R. (2000). The effects of music in a retail setting on real and perceived shopping times, Journal of Business Research,49(2): 139- 147.
Zeithaml, V. A., Parasuraman, A. & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge, Journal of the Academy of Marketing Science, 30(4): 362- 375.