الگوی علی منافع تجارت الکترونیک برای خریدار/ مصرف‌کننده

نوع مقاله: مقاله پژوهشی

نویسنده

استاد گروه مدیریت، دانشکده مدیریت، دانشگاه امام حسین (ع)، تهران، ایران

چکیده

با توجه به نقش روزافزون تجارت الکترونیک در توسعه جوامع، این پژوهش با هدف پاسخ به چیستی منافع تجارت الکترونیک برای خریدار/ مصرف‌کننده که یکی از ذینفعان اصلی عرصه تجارت الکترونیک است، انجام پذیرفت. با رویکردی اکتشافی، بر اساس مبانی علمی عرصه تجارت الکترونیک، موقعیت نامعین تحقیق که همانا نامشخص بودن منافع تجارت الکترونیک برای خریدار/ مصرف‌کننده است، مورد بررسی قرار گرفت که مشخص شد این منافع در قالب «متغیرهای میانجی» و «متغیر وابسته»، عمل می‌کنند. به این صورت که تجارت الکترونیک در نقش متغیر مستقل به‌طور مستقیم موجب شکل‌گیری و تقویت متغیرهای میانجی اول (دسترسی شبانهروزی به محصولات، دسترسی به اطلاعات محصولات، امکان مقایسه انواع محصول، پرداخت الکترونیکی وجه، دریافت محصولات الکترونیکی موقع خرید، تعامل مستقیم با تولیدکننده/ عرضه‌کننده، کاهش مسافرت‌ها و کاهش موجودی‌ها)، میانجی دوم (خرید سریع‌تر، راحت‌تر، آسان‌تر و ارزان‌تر) و متغیر وابسته (رضایت) شده و به‌طور غیرمستقیم در شکل‌گیری و ارتقای متغیرهای میانجی دوم و متغیر رضایت مؤثر است.
متناسب نتایج اکتشاف شده از ادبیات تحقیق، پرسشنامه سنجش متغیرها بعد از تهیه و تنظیم، به روش طبقه بندی تصادفی میان افراد نمونه که کارکنان یک سازمان خدماتی بوده، توزیع, تکمیل و جمع‌آوری شد. داده‌های حاصل از پرسشنامه‌ها بعد از اجرای روایی سازه و پایایی، بر اساس گزاره‌های تحقیق در قالب یک الگو و با استفاده از نرم‌افزار لیزرل، مورد آزمون قرار گرفت که نتایج نشان داد، تجارت الکترونیک نه‌تنها به‌طور مستقیم موجب شکل‌گیری و تقویت متغیرهای میانجی اول، میانجی دوم و رضایت شده، بلکه به‌طور غیرمستقیم موجب شکل‌گیری و تقویت متغیرهای میانجی دوم و رضایت می‌شود. بنابر این لازم است تا خریداران/مصرف کنندگان از الگوی ارائه شده در این تحقیق، به عنوان ابزار سنجش، تحلیل و مدیریت تجارت الکترونیک در راستای بهره گیری از منافع تجارت الکترونیک خصوصا رضایت، استفاده کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Causal Pattern of e-commerce Benefits for Buyer / Consumer

نویسنده [English]

  • Mansour Sadeghi mal amiri
Management Department, Faculty of Management, Imam Hossein University, Tehran, Iran
چکیده [English]

Abstract
Given the increasing role of e-commerce in developing countries, this study aimed to respond to what the benefits of electronic commerce for the buyer / consumer e-commerce arena is one of the main beneficiaries was done. Heuristic approach, based on the scientific field of e-commerce, research uncertain situation that is uncertain benefits of e-commerce for the buyer / consumer, was examined it became clear that interest in the "intermediate variables" and "dependent variable" action they do. This means that e-commerce and strengthen the role of independent variables directly led to the formation of the first intermediate variables (clock access to products, access to product information, the possibility of comparing product types, electronic payment means, interact directly with producers / supplier, reducing travel and inventory reduction), second mediator (buy faster, easier, cheaper and easier) and the dependent variable (satisfaction) and indirectly in the formation and promotion of second intermediate variables and effective satisfaction.
According to results of exploration of literature, questionnaire following variables prepared by members of the staff of a service organization has been completed and collected, examined a total of 46 questionnaires were useful. The data after the implementation of construct validity and reliability, according to research statements as a template and using LISREL software, was tested and the results showed that e-commerce is not only directly cause the formation and strengthening of intermediary variables first, second mediator and satisfaction, but also indirectly led to the formation and strengthening of the second intermediate variables and the satisfaction . Therefore, it is necessary for buyers / consumers to use the model presented in this research as a tool for measuring, analyzing, and managing e-commerce in order to exploit the benefits of e-commerce, especially satisfaction.

کلیدواژه‌ها [English]

  • "e-commerce benefits"
  • "Buyer / consumer"
  • "Buy faster"
  • "Buy cheaper"
  • "Satisfaction"
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