الگوی علی منافع تجارت الکترونیک برای خریدار/ مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسنده

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

10.34785/J018.2019.418

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"
صادقی‌مال‌امیری، منصور (1386). سیستم‌های اطلاعاتی در سازمان، (جلد دوم)، تهران، دانشگاه امام حسین (ع).
صادقی‌مال‌امیری، منصور (1394). منافع و تجارت الکترونیکی برای تولیدکننده و عرضه‌کننده، فصلنامه علوم مدیریت ایران، 40 (10)، 85-114.

Alerk, P., & settle, R. (2003). consumer perception of on line versus store shopping. Availableatwww.google.com.
Auger, P., & Gallaugher, J. M. (1997). Factors affecting the adoption of an Internet-based sales presence for small business, The Information Society 13, 55–74.
Bram, J., & Gorton, N. (2017). How Is Online Shopping Affecting Retail Employment? Federal Reserve Bank of New York - Liberty Street Economics.
Castells, M. (2000). The Rise of the Network Society (second ed.), Blackwell Publishers, London, UK
Chan, C., & Swatman, P. M. C. (2000). Case study—from EDI to Internet commerce: the BHP steel experience, Internet Research: Electronic Networking Applications & Policy, 10 (1), 72–82. Choi, S. Y., Stahl, D. O., & Whinston, A. B. (1997). The economics of electronic commerce. Indianapolis: Macmillan Technical Publ..
Clemente, P., Miller, T., Richardson, A., & Gugel, C. (1998). Consumer online commerce. Private Report, New York: Cyber Dialogue & Organic.
Currie, W. (2000). The global information society, Wiley, Chichester.
De, R., & Mathew, B. (1999), Issues in the management of Web technologies: a conceptual framework, International Journal of Information Management, 19(6), 427–447.
Delafrooz, N., Paim, L.H., & Khatibi, A. (2011), Understanding consumers’ internet purchase intention in Malaysia, African Journal of Business Management, 5 (3), 2837-28.
Economist Intelligence Unit. (2004). The 2004 E-learning Readiness Rankings, White Paper, The Economist Group, London, United Kingdom. Franco, C. E., & Regi, B. S. (2016). Advantages and challenges of e-commerce customers and businesses: in Indian perspective. International Journal of Research–Granthaalayah, 4(7), 7-13.
Ghosh, S. (1998). Making business sense of the Internet, Harvard Business Review, 76(2), 126–136. Ho, S. C., Kauffman, R. J., & Liang, T. P. (2007). A growth theory perspective on B2C e-commerce growth in Europe: An exploratory study. Electronic Commerce Research and Applications, 6(3), 237-259. Huang, J., Jiang, X., & Tang, Q. (2009). An e-commerce performance assessment model: Its development and an initial test on e-commerce applications in the retail sector of China. Information & Management, 46(2), 100-108.
ICICI Bank. (2017). Paytm and ICICI Bank Tie-up to Offer Short Term Instant Digital Credit. News Release.
Internet World Stats. (2004). World Internet users & population stats. Kalakota, R., & Whinston, A. B. (1997). Electronic commerce: a manager's guide. Addison-Wesley Professional. Kalakota, R., & Whinston, A. B. (1996). Frontiers of electronic commerce. Addison Wesley Longman Publishing Co., Inc. Kitukutha, N., & Oláh, J. (2018). Trust and E-Commerce-Case Study on Jumia Company. The Annals of the University of Oradea. Econ. Sci, 27, 313-319.
Koksal, Y. (2015). An Investigation of the Important Factors Influence Web Trust in Online Shopping, Journal of Marketing & Management, 6 (1), 28-40. Kong, S. C., Li, H., Hung, T. P., Shi, J. W., Castro-Lacouture, D., & Skibniewski, M. (2004). Enabling information sharing between E-commerce systems for construction material procurement. Automation in construction, 13(2), 261-276. Lederer, A. L., Mirchandani, D. A., & Sims, K. (1996, April). Electronic commerce: a strategic application?. In Proceedings of the 1996 ACM SIGCPR/SIGMIS conference on Computer personnel research (pp. 277-287).
Lee, M.K.O., & Turban, E. (2001). A trust model for consumer internet shopping, International Journal of Electronic Commerce, 6(1), 75-91.
Lee, S., Lee, S., & Park, Y. (2007). A prediction model for success of services in e-commerce using decision tree: E-customer’s attitude towards online service. Expert Systems with Applications, 33(3), 572-581.
Lefebvre, L., & Lefebvre, É. (2002). E-commerce & virtual enterprises: issues & challenges for transition economies. Technovation, 22(1), 313-323. Lefebvre, L. A., Lefebvre, E., Elia, E., & Boeck, H. (2005). Exploring B-to-B e-commerce adoption trajectories in manufacturing SMEs. Technovation, 25(12), 1443-1456.
Lim, Y. S., Heng, P. C., Ng, T. H., & Cheah, C. S. (2016). Customers' online website satisfaction in online apparel purchase: A study of Generation Y in Malaysia. Asia Pacific Management Review 21, 74-78. Lynch, D. C., & Lundquist, L. (1996). Digital money: The new era of Internet commerce (pp. I-XVI). New York: Wiley. Manvi, S. S., & Venkataram, P. (2005). An intelligent product-information presentation in E-commerce. Electronic Commerce Research and Applications, 4(3), 220-239.
Marcussen, C. H. (2005). Trends in European Internet distribution of travel & tourism services. Denmark: Centre for Regional & Tourism Research (CRT).
Mirani, R., & Lederer, A. L. (1998). An instrument for assessing the organizational benefits of IS projects. Decision Sciences 29(4), 803–838.
Nakayama, Y. (2009). The impact of e-commerce: It always benefits consumers, but may reduce social welfare. Japan & the World Economy. 21(3), 239- 247.
Nath, R., Akmanligil, M., Hjelm, K., Sakaguchi, T., & Schultz, M. (1998). Electronic commerce & internet: issues, problems & perspectives, International journal of information management, 18 (2), 91–101.
Nir, K. (2001). Determinants of the locus of global e-commerce, Electronic Markets, 11 (4), 250–257.
Organization for Economic Cooperation and Development (OECD). (1999). The economic & social impact of electronic commerce: preliminary findings & research agenda, Discussion paper no. Pålsson, H., Pettersson, F., & Hiselius, L. W. (2017). Energy consumption in e-commerce versus conventional trade channels-Insights into packaging, the last mile, unsold products and product returns. Journal of cleaner production, 164, 765-778.
Piris, L., Fitzgerald, G., & Serrano, A. (2004). Strategic motivators & expected benefits from e-commerce in traditional organizations. International Journal of Information Management, 24 (6), 489-506.
Pohjola, M. (2001). Information technology & economic growth: a cross-country analysis. In: M. Pohjola, Editor, Information Technology, Productivity, & Economic Growth, Oxford University Press, Oxford, United Kingdom.
Poon, S., & Joseph, M. (2001). A preliminary study of product nature & electronic commerce, Marketing Intelligence & Planning, 19 (6), 493–499.
Poon, S., & Swatman, P. (1999). A longitudinal study of expectations in small business Internet commerce, International Journal of Electronic Commerce, 3 (3), 21–33.
Pricewaterhouse, C. (1999). SME e-commerce study, Pricewaterhouse Coopers, APEC Tel, BFSG, TEL05/97T.
Quaddus, M., & Achjari, D. (2005). A model for electronic commerce success. Telecommunications Policy, 29 (3), 127- 152.
Riggins, F.J. (1999). A framework for identifying Web-based electronic commerce opportunities, Journal of Organizational Computing & Electronic Commerce, 9 (4), 297–310.
Sadeghi Mal Amiri, M. (2015). E-commerce benefits for producer and supplier. Iranian Journal of Management Science, 40(10), 81-144. (in Persian).
Sadeghi Mal Amiri, M. (2007). Information Systems in Organization, (Volume II). Tehran, Imam Hussein University. (in Persian)
Saunders, G. (2000). Commercial use of the Internet: some pros & cons, Journal of Applied Business Research, 16 (1), 1–7.
Shon, T.H., & Swatman, P. M. C. (1998). Identifying effectiveness criteria for Internet payment systems, Internet Research: Electronic Networking Applications & Policy, 8 (3), 202–218.
Tapscott, D. (1999). Creating value in the network economy. A Harvard Business Review Book.
Terri, R. L., & Rail, A. (2000). Bed & breakfast, small inns & the internet: the impact of technology on the globalization of small businesses, Journal of International Marketing, 8 (2), 86–97.
Thompson, S. H., & Ranganathan, C. (2004). Adopters & non-adopters of business-to-business electronic commerce in Singapore. Information & management, 42(1), 89-102.
Vatanasombut, B., Stylianou, C., & Igbaria, M. (2004). How to Retain Online Customers. Communications of the ACM, 47(6), 65-69.
Venkatraman, N. (2000). Five steps to a dot-com strategy: how to find your footing on the Web, Sloan Management Review, 41 (3), 15–28.
Wang, M. (2003). Assessment of E-Service Quality via E-Satisfaction in E-Commerce
Globalization. The Electronic Journal on Information System in Developing Countries, 11 (10), 1-4.
Weill, p. (1992). The Relation Ship Between Investment in information technology & firm performance: A study of the valve manufacturing sector. informatin Systems research, 3 (4), 307-333.
Werthner, H., & Ricci, F. (2004). E-commerce & tourism, Communications of the ACM, 47 (12), 101–105.
World Bank. (2016a). Cambodia Economic Update: Enhancing Export Competitiveness the Key to Cambodia’s Future Economic Success. Washington, DC.
Xiang, N. (2018). Alibaba, JD.com Start Blockchain Initiatives to Track Products, Accelerate Application. China Money Network.
Yao, J. T. (2004). E-commerce adoption of insurance companies in New Zealand, Journal of Electronic Commerce Research 5 (1), 54–61.
Zwass, V. (1996). Electronic commerce: structures & issues. International Journal of Electronic Commerce, 1(1), 3–13.