بررسی عوامل مؤثر بر فرایند شکل‌گیری وفاداری الکترونیکی مشتریان در فروشگاه‌های الکترونیکی ایران

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران

2 کارشناس‎ارشد مدیریت بازرگانی، دانشگاه اصفهان، اصفهان، ایران

3 دانشجوی 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


عنوان مقاله [English]

Studying the Effective Factors on Formation of Customers’ E-Loyalty in E-Stores in Iran

نویسندگان [English]

  • Hadi Teymoori 1
  • Maeyam Godarzi 2
  • Hameh Ghaebi 3
چکیده [English]

In the recent decade, Given the importance of customer in online environment, creating loyalty has been proposed as an essential challenge for electronic stores. The present study focuses on the role of trust in order to facilitate the process of making e-customers loyal. To this end, a model was proposed that especially focuses on individual factors ( perceived usefulness, perceived ease of use and attitude toward use) and organizational factors (technology, organizational structure, organizational strategy, organizational culture, and business processes). An electronic questionnaire was designed to collect the required data and test the research model. The questionnaires were distributed using random sampling method `among the customers who had the experience of shopping from electronic stores in Iran. Two-hundred eighty nine accepted questionnaires were analyzed (with the acceptable reliability equal to 0.93). Results of data analysis using structural equation modeling revealed that the selected individual and organizational factors except perceived ease of use and organizational culture are led to creation of e-trust in customers. and e-trust is effective on e-loyalty of customers.

کلیدواژه‌ها [English]

  • E-loyalty
  • E-store
  • E-trust
  • Individual Factors
  • Organazational factors
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