تجربه زیسته مشتریان از کانال های جستجوی محصول و انگیزه های خرید آنلاین

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 استاد/ دانشگاه تربیت مدرس

2 دانشگاه آزاد قزوین

3 عضو هیئت علمی گروه اقتصاد، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

10.22034/cbsj.2024.63398

چکیده

امروزه خرید از طریق اینترنت فرصت‌های مناسبی را برای صاحبان کسب و کارهای آنلاین فراهم آورده است. شناسایی و بهبود کانالهای مختلفی که مشتریان برای خرید در فرشگاه‌های آنلاین استفاده می کنند منجر به ایجاد مزایای رقابتی برای فروشگاه‌های آنلاین می‌شود؛ بنابراین شناسایی انگیزه‌ها و کانال‌های مختلفی که مشتریان برای جستجوی محصول استفاده می کنند حائز اهمیت است که این پژوهش به آن پرداخته است. روش استفاده شده در این پژوهش کیفی است که با رهیافت پدیدارشناسی و بر اساس تجربه زیسته مشتریان اجرا شده است. برای جمع آوری داده‌ها ابتدا پروتکلی تنظیم و سپس از طریق نمونه گیری هدفمند با راهبرد حداکثر تنوع با 23 مشارکت کننده مصاحبه شده است و تحلیل مصاحبه‌ها با نرم افزار «مکس کیو دی ای» انجام شده است. بر اساس نتایج 4 مقوله برای ویژگی‌های خرید فایده باور (خرید هوشمندانه، مشهود بودن نتایج مصرف، جایگزین داشتن و پردازش هدف‌مند)؛ 4 مقوله برای ویژگی‌های خرید لذت جویانه (کاربرد تفریحی، نامشهود بودن نتایج مصرف، نبود جایگزین و پردازش ساده اطلاعات) استخراج شده است. همچنین منابع جستجو برای خریدهای لذت جویانه در دو مقوله: بازدید از سایت‌های رسانه‌های اجتماعی و نمایش صفحه محصولات در خرده فروشان هدف و برای خریدهای فایده باور در چهار مقوله بازدیدهای موتور جستجو، بازدید از سایت فروش آنلاین، بازدیدهای دیدگاه‌های شخص ثالث و نمایش صفحات محصول توسط خرده فروشان رقیب شناسایی شده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Customers' lived experience of product searching channels and online shopping motivations

نویسندگان [English]

  • Hamid Khodadad Hosseini 1
  • masumeh fardi 2
  • beitollah akbari moghaddam 3
1 Professor/ Tarbiat Modares University
2 Qazvin Islamic Azad University
3 1. Assistant Professor of Economics, Qazvin Branch, Islamic Azad University, QQazvin, Iran
چکیده [English]

Today, Internet shopping has provided perfect opportunities for online business owners. Identifying and improving the various channels that customers use for purchases at online stores will lead to competitive benefits for these businesses. Therefore, recognizing motivations and different channels used for product searching is crucial and this research addresses these issues.
This qualitative phenomenological research was conducted based on customers’ lived experiences. A protocol was developed for collecting data from 23 participants selected through purposive sampling with maximum variation strategy. The obtained data and the interview content were statistically analyzed in MAXQDA. Based on the study results, 4 categories were extracted for features of utilitarian purchase (i.e. wise purchase, tangible consumption results, substitute, and purposive processing) and 4 categories were extracted for features of hedonic purchase (i.e. recreational application, intangible consumption results, no substitute, and simple information processing). The results also indicated that the search resources were social media and product presentation by target retailers for hedonic purchase and search engines, online shops, third-party views, and product presentation by competing retailers for utilitarian purchase.

کلیدواژه‌ها [English]

  • Customer purchase channels
  • Customer purchase journey
  • Purchase motivation
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