تأثیر جو و طراحی چیدمان فروشگاه‎های اینترنتی، بر رفتار خرید آنی آنلاین مشتریان

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه حسابداری، دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران، ایران

2 دانشجوی دکتری حسابداری، دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران، ایران

3 کارشناس ارشد مدیریت بازاریابی، دانشگاه علامه طباطبائی، تهران، ایران

4 کارشناس ارشد مدیریت مالی، دانشگاه آزاد، سمنان، ایران

چکیده

هدف این مقاله بررسی تأثیر جو و طراحی چیدمان ادراک‎شدۀ فروشگاه‎های اینترنتی، بر رفتار خرید آنی آنلاین مشتریان است که رفتار عجولانه، رفتار مرورگرانه و لذت خرید به‎عنوان متغیرهای میانجی آن در نظر گرفته شده‎اند.تحقیق حاضر از نظر هدف کاربردی و از نظر گردآوری اطلاعات توصیفی پیمایشی است. در این مطالعه داده‎ها با استفاده از روش تحقیق میدانی و به‎کارگیری پرسشنامه جمع‎آوری شده‎اند. جامعۀ آماری آن کلیۀ شهروندان تهرانی است که دست‎کم یک بار خرید اینترنتی را تجربه کرده‎اند. به‎کمک روش نمونه‎گیری در دسترس 384 نفر از جامعۀ آماری برای حجم نمونه انتخاب شدند. پایایی پرسشنامه از طریق آلفای کرونباخ 95/0 به‎دست آمد و روایی آن نیز با بهره‎مندی از چند متخصص جامعۀ آماری و همچنین AVE اندازه‎گیری شد و به تأیید رسید. پردازش داده‎ها از طریق نرم‎افزار‎های SPSSو SMART PLS انجام گرفت. یافته‎های پژوهش حاکی از تأثیر مستقیم چیدمان فروشگاه‎های اینترنتی ادراک‎شده بر خرید آنی آنلاین است، اما پایین بودن ضریب مسیر برای جوّ فروشگاهی، به‎دلیل تأثیر زیاد چیدمان فروشگاهی است و در بررسی تأثیرات منفرد جوّ فروشگاه این مقدار نیز معنادار شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of the Atmosphere and Store Layout and Web Design, Online Impulse Buying Behavior of Customers

نویسندگان [English]

  • Ali Esmaeelzadeh 1
  • Hafez Amraee 2
  • Sara Gholipoor 3
  • Arash Moghadam 4
1 Associate Prof. in Accounting, Islamic Azad University, Central Tehran Branch, Iran
2 PhD Candidate in Accounting, Islamic Azad University, Central Tehran Branch, Iran
3 Master of Marketing Management, Allameh Tabatabai University, Tehran, Iran
4 Master of Financial Management, Islamic Azad University, Semnan, Iran
چکیده [English]

The aim of this study was to evaluate the effect of the atmosphere and store layout and web design, online impulse buying behavior of customers is that impulsive behavior, impulsive behavior and shopping pleasure it is considered as a mediator. The aim of the present study is applied and descriptive data collection. In this study, using field research and deployment questionnaire was used to collect data. The population, all citizens have experienced at least once online shopping. In this research cluster sampling method that is available to conduct the study sample size of 384 questionnaires were used, The reliability of the questionnaire obtained through Cronbach's alpha was 0.95 for the questionnaire and the validity population as well as by a number of experts AVE measured verified, Data processing is done through SPSS software and SMART PLS. The findings suggest a direct impact on impulse buying online web store layout but low coefficient of direction for the store's atmosphere due to the impact of store layout and in-store atmosphere, this amount was significant single impact study.

کلیدواژه‌ها [English]

  • Atmosphere
  • Fun Shopping
  • Impulsive behavior
  • Layout design website
  • Online shop
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