تدوین الگوی حمایت مصرف کننده از وبسایت براساس غنا و تعامل پذیری درک شده: با رویکرد تحلیل مضمون

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه علامه طباطبائی تهران

2 استاد یار /دانشگاه علامه طباطبایی

3 استاد تمام/ دانشگاه علامه طباطبائی

4 دانشیار/ دانشگاه علامه طباطبائی

10.34785/J018.2022.028

چکیده

این پژوهش قصد دارد بر اساس ویژگی‌های طراحی وبسایت به تدوین مدلی در چهارچوب الگوی محرک‌ - ارگانیسم- پاسخ بپردازد که تببین گر حمایت مصرف کننده از فروشگاه آنلاین باشد. با توجه به اینکه در فروشگاه های آنلاین ، به دلیل عدم امکان دسترسی مستقیم به خریدار،ظرفیت کمتری برای شفاف سازی ابهامات و پیش بینی رفتار آتی مصرف کننده وجود دارد، بنابراین استفاده از این الگوی حمایتی با شناخت ابعاد مورد توجه خریداران، می تواند برای فروشگاه های آنلاین مزیت رقابتی منحصر به فردی فراهم کرده و نقش مهمی در افزایش فروش آنها داشته باشد. این پژوهش با بهره‌گیری از رویکرد کیفی تحلیل مضمون، به بررسی فرایند تاثیرگذاری دو بعد مهم از طراحی وبسایت یعنی غنا و تعامل پذیری در مسیر منتهی به قصد حمایت مصرف کننده پرداخته است. جامعه آماری این پژوهش، اساتید دانشگاهی و مدیران ارشد فروشگاه های آنلاین بودند. از نمونه‌گیری هدفمند برای شناسایی خبرگان استفاده گردید و با 10 خبره مصاحبه به عمل آمد. از کدگذاری اولیه 89 مفهوم اولیه استخراج شد که از این مفاهیم در مجموع 30 تم فرعی برای 10 تم اصلی پژوهش حاصل گردید. نتایج نشان داد جهت دستیابی به این قصد حمایت، فروشگاه های آنلاین می‌توانند با طراحی و مدیریت صحیح ویژگی های غنا و تعامل پذیری، شرایط لازم را برای ایجاد حس مطلع شدن و چسبندگی مصرف کننده از طریق ابعاد مفیدبودن، لذت درک شده، میزان و محرک محوری کسب اطلاعات فراهم نمایند که پیامد آن حمایت مصرف کننده از فروش آتی وبسایت است.

کلیدواژه‌ها


عنوان مقاله [English]

Develop a model for consumer support of the website based on perceived richness and interactivity: with the theme analysis approach

نویسندگان [English]

  • neamat allah joola 1
  • mahmod mohammadian 2
  • Zohreh Dehdashti Shahrokh 3
  • vahid nasehifar 4
1 Allameh Tabatabi University of Tehran
2 Assistant Professor/Allameh Tabatabai university
3 full Professor /Allameh Tabatabai university
4 Allameh Tabatabai university/Associate Professor
چکیده [English]

This research intends, based on the design features of the website, to formulate a model in the framework of the stimulus-response model-organism that explains consumer support for the online store. Due to the fact that in online stores, due to the impossibility of direct access to the buyer, there is less capacity to clarify ambiguities and predict future consumer behavior, so the use of this support model by recognizing the dimensions considered by buyers, can be Online stores provide a unique competitive advantage and play an important role in increasing their sales. this study using the theme analysis qualitative approach, examines the process of influencing two important dimensions of website design, namely richness and interactivity in the direction of consumer protection. The statistical population of this study, experts, professors and senior managers of online stores They were. Purposive sampling was used to identify experts and 10 experts were interviewed. 88 The initial concepts were extracted by Initial coding, of which 30 Sub-theme and 10 main theme were obtained for research. The results showed that in order to achieve this goal of support, online stores can, by properly designing and managing the features of richness and interactivity, create the necessary conditions to create a sense of consumer informedness and stickiness through the dimensions of usefulness, perceived pleasure, amount and stimulus-based of information acquisition, so that the consequence is consumer support for the future sale of the website.

کلیدواژه‌ها [English]

  • "غنای رسانه"
  • "تعامل پذیری رسانه"
  • "مطلع شدن"
  • "چسبندگی"
  • " قصد حمایت "
مدیریت بازرگانی، 7(3)، 563-582.
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