تاثیر انگیزه‌های خرید بر چسبندگی مشتریان با نقش میانجی دلبستگی و ارزش ادراک شده مشتری در فضای مجازی

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 ، استادیار، گروه مدیریت دولتی، دانشگاه شهید بهشتی، تهران، ایران

2 کارشناس ارشد، گروه مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران، ایران.

10.34785/J018.2022.290

چکیده

هدف اصلی این پژوهش تعیین تأثیر انگیزه‌های خرید بر چسبندگی مشتریان با نقش میانجی دلبستگی و ارزش ادراک شده مشتری در میان مشتریان فروشگاه اینترنتی دیجی کالا می‌باشد. جهت دستیابی به هدف پژوهش و آزمون فرضیه‌های مربوطه، پرسشنامه‌ای در بین 200 نفر از مشتریان فروشگاه اینترنتی دیجی کالا که تاکنون از فروشگاه اینترنتی دیجی کالا حداقل یک بار به صورت اینترنتی خرید کرده‌اند با همکاری مدیریت ارتباط با مشتری فروشگاه اینترنتی دیجی کالا از طریق روش نمونه گیری تصادفی ساده به صورت انبوه توزیع شد. جهت گردآوری اطلاعات از روش‌های کتابخانه‌ای و روش‌های میدانی استفاده شد. جهت گردآوری داده‌ها از پرسشنامه‌های استاندارد به صورت آنلاین استفاده شد. جهت تجزیه و تحلیل داده‌ها و آزمون فرضیه‌های پژوهش از روش حدأقل مربعات جزئی (PLS) استفاده شد. پس از جمع آوری داده‌ها و تجزیه و تحلیل آنها، نتایج نشان داد: انگیزه لذت جویانه بر دلبستگی آگاهانه، اشتیاق و تعامل اجتماعی اثر می‌گذارد، از طرفی انگیزه سودگرایانه بر دلبستگی آگاهانه و اشتیاق اثر‌می‌گذارد ولی بر تعامل اجتماعی تأثیری ندارد. همچنین نتایج نشان داد، دلبستگی آگاهانه و اشتیاق بر ارزش‌های کارکردی، لذت جویانه و ارزش اجتماعی اثر می‌گذارند از طرفی تعامل اجتماعی فقط بر ارزش کارکردی و لذت جویانه اثرگذار است و تأثیر آن بر ارزش اجتماعی مورد تأیید قرار نگرفت. در نهایت مشخص شد، ارزش‌های کارکردی، لذت جویانه و اجتماعی بر چسبندگی مشتریان تأثیر گذار هستند

کلیدواژه‌ها


عنوان مقاله [English]

The effect of buying motivations on customer stickiness with the mediating role of customer attachment and perceived value in cyberspace

نویسندگان [English]

  • Maryam Akhavan Kharazian 1
  • amir hossein shadbahr 2
1 Assistant Professor, Department Of Business Administration Faculty of Management,Shahid Beheshti University, Tehran, Iran
2 Department Of Business Administration Faculty of Management,Shahid Beheshti University, Tehran, Iran
چکیده [English]

The main purpose of this study is to determine the effect of buying motivations on customer stickiness with the mediating role of customer attachment and perceived value among customers of Digi Kala online store. In order to achieve the research goal and test the relevant hypotheses, a questionnaire among 200 customers of Digi Kala online store who have purchased online at least once from Digi Kala online store in cooperation with the online store customer relationship management Digikala was widely distributed through simple random sampling method. Library methods and field methods were used to collect information. Standard questionnaires were used to collect data online. The least squares partial (PLS) method was used to analyze the data and test the research hypotheses. After collecting data and analyzing them, the results showed: hedonistic motivation affects conscious attachment, desire and social interaction, on the other hand, utilitarian motivation affects conscious attachment and desire, but interaction Social has no effect. The results also showed that conscious attachment and desire affect functional, hedonistic and social values. On the other hand, social interaction affects only functional and hedonistic value and its effect on social value was not confirmed. Finally, it was found that functional, hedonic and social values ​​affect customer stickiness

کلیدواژه‌ها [English]

  • Purchasing motivations
  • customer attachment
  • perceived customer values
  • customer stickiness
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