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
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