طراحی یک مدل رفتارهای منجر به خرید آنلاین براساس کیفیت سایت

دانش و پژوهش در روان شناسی کاربردی

مقاله 9، دوره 17، شماره 4 - شماره پیاپی 66، اسفند 1395، صفحه 74-84   

نویسندگان

محمود نادری بنی¹؛ سیدمهدی الحسینی المدرسی¹؛ عادله دهقانی قهنویه²؛ محمد مهدی افشار^{* 3}

¹استادیار و عضو هیأت علمی گروه مدیریت بازرگانی دانشگاه یزد

²دانشجوی کارشناسی ارشد مدیریت بازرگانی- بازاریابی دانشگاه یزد

³دانشجوی دکترای مدیریت دانشگاه صنایع و معادن

چکیده

هدف این پژوهش ارائه مدل جامعی از عوامل تعیین‌کننده رفتارهای منجر به خرید آنلاین براساس کیفیت سایت است. پژوهش از نوع توصیفی پیمایشی و کاربردی است. جامعه آماری همه دانشجویان کارشناسی ارشد غیر مجازی ورودی 1393 دانشگاه یزد بودند که از میان آنها 212 نفر براساس فرمول کوکران و به روش نمونه‌گیری طبقه‌ای متناسب انتخاب شدند. ابزار جمع‌آوری داده‌های پرسشنامه که شامل ابعاد کیفیت وب‌سایت برگرفته از سبی (2013)، شنیدرمن (1998)، دیویس، باگوزی و وارشا (1989)، دیزامز، یلیسیو، اردم و یالکین (2015)، ون در مرو و بکر (2003)، الینگ، لنتز، د جونگ و ون دن برق (2012)، لیو، هی، گاو و اکسی (2008)، لی و کوزار (2006)، سلطان یودین (2011)، کولیر و بینستوک (2006)، چافی و اسمیت (2013) و سیتکلفی (2002) و قصد خرید اینترنتی برگرفته از هوانگ و چا (2013) و لیو و جیانگ (2014) بود و همچنین برخی از پرسش‌های پرسشنامه محقق‌ساز بودند. تحلیل داده‌ها به روش حداقل مربعات جزئی و با کمک نرم‌افزار Smart Pls 2.0 و همچنین نرم‌افزار Amos 23 انجام شد. یافته‌ها نشان می‌دهند که کیفیت فنی، ظاهری و محتوای سایت بر قصد خرید اینترنتی تأثیری مثبت دارند (05/0< p < /span>).

کلیدواژه‌ها

کیفیت فنی؛ کیفیت محتوا؛ کیفیت ظاهری؛ قصد خرید اینترنتی؛ دانشجویان (غیر مجازی) کارشناسی ارشد ورودی 1393 دانشگاه یزد؛ قابلیت تعمیم نتایج به جوامع دانشجویی

مراجع

Aladwani, A.M. (2006). An empirical test of the link between web site quality and forward enterprise integration with web consumers. Business Process Management Journal, 12(2), 178-190. Andersson, P.K., Kristensson, P., Wästlund, E., & Gustafsson, A. (2012). Let the music play or not: The influence of background music on consumer behavior. Journal of retailing and consumer services, 19(6), 553-560. Barnes, S.J., & Vidgen, R.T. (2006). Data triangulation and web quality metrics: A case study in e-government. Information & Management, 43(6), 767-777. Carlos Roca, J., José García, J., & José de la Vega, J. (2009). The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security, 17(2), 96-113. Cebi, S. (2013). A quality evaluation model for the design quality of online shopping websites. Electronic Commerce Research and Applications, 12(2), 124-135. Chaffey, D., Smith, P.R (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge. Chen, Y., Hsu, I. & Lin, C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63, 1007-1014. Cho, S., Byun, J.H., & Sung, M. (2003). Impact of the high-speed Internet on user behaviors: case study in Korea. Internet Research, 13(1), 49-60. Collier, J.E., & Bienstock, C.C. (2006). Measuring service quality in e-retailing. Journal of service research, 8(3), 260-275. Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, 35(8), 982-1003. Delone, W.H., & McLean, E.R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of management information systems, 19(4), 9-30. Domina, T., Lee, S.E., & MacGillivray, M. (2012). Understanding factors affecting consumer intention to shop in a virtual world. Journal of retailing and consumer services, 19(6), 613-620. Durmuş, B., Ulusu, Y., Erdem, Ş., & Yalçın, Y.E. (2015). Are Private Shopping Sites Really Satisfied Customers?. Procedia- Social and Behavioral Sciences, 175, 84-89. Elling, S., Lentz, L., de Jong, M., & Van den Bergh, H. (2012). Measuring the quality of governmental websites in a controlled versus an online setting with the ‘Website Evaluation Questionnaire’. Government information quarterly, 29(3), 383-393. Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1-14. Grobelny, J., & Michalski, R. (2015). The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product. Computers in Human Behavior, 43, 85-100. Hong, I.B., & Cha, H.S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939. Huynh, P.T. (2012). Effects of Web 2.0 experience on consumers’ online purchase intention: the Social Networking and Interaction Orientation Factors (Doctoral dissertation, Auckland University of Technology). Keystone, P.J. (2008). Antecedents of online consumers' intention to buy. Dissertation for the degree of Doctor of Business Administration. ProQuest. Kim, H.W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, 11(3), 241-252. Kurata, H., & Nam, S.H. (2013). After-sales service competition in a supply chain: Does uncertainty affect the conflict between profit maximization and customer satisfaction?. International journal of production economics, 144(1), 268-280. Lam, T., Cho, V., & Qu, H. (2007). A study of hotel employee behavioral intentions towards adoption of information technology. International Journal of Hospitality Management, 26(1), 49-65. Lee, Y., & Kozar, K.A. (2006). Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach. Decision support systems, 42(3), 1383-1401. Liu, X.F., & Jiang, P. (2014). The Influence of Store Atmosphere on Shoppers’ Impulse Purchasing Behavior. Lund University, 1-85. Liu, X., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: a holistic perspective. International Journal of Retail & Distribution Management, 36(11), 919-940. Mouakket, S., & Al-hawari, M.A. (2012). Examining the antecedents of e-loyalty intention in an online reservation environment. The Journal of High Technology Management Research, 23(1), 46-57. Rahimnia, F., & Hassanzadeh, J.F. (2013). The impact of website content dimension and e-trust on e- marketing effectiveness: The case of Iranian commercial saffron corporations. Information & Management, 50(5), 240-247. Ranganathan, C., & Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457-465. Razak, N.S.A., Marimuthu, M., Omar, A., & Mamat, M. (2014). Trust and Repurchase Intention on Online Tourism Services among Malaysian Consumers. Procedia-Social and Behavioral Sciences, 130, 577-582. Ruiz-Mafé, C., Sanz-Blas, S., & Aldás-Manzano, J. (2009). Drivers and barriers to online airline ticket purchasing. Journal of Air Transport Management, 15(6), 294-298. Schaupp, L.C. & Belanger F. (2005). A conjoint analysis of online consumer satisfaction. Journal Electron Commerce Res, 6(2), 95-111. Shiau, W.L., & Luo, M.M. (2012). Factors affecting online group buying intention and satisfaction: A social exchange theory perspective. Computers in Human Behavior, 28(6), 2431-2444. Shin, J.I., Chung, K.H., Oh, J.S., & Lee, C.W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453-463. Shneiderman, B. (1998). Designing the user interface: strategies for effective human-computer interaction, Addison- wesley, MA. Song, J., & Zahedi, F.M. (2005). A theoretical approach to web design in e-commerce: a belief reinforcement model. Management science, 51(8), 1219-1235. Song, J., Baker, J., Lee, S., & Wetherbe, J.C. (2012). Examining online consumers’ behavior: A service-oriented view. International Journal of Information Management, 32(3), 221-231. Soopramanien, D.G., & Robertson, A. (2007). Adoption and usage of online shopping: An empirical analysis of the characteristics of “buyers” “browsers” and “non-internet shoppers”. Journal of Retailing and Consumer Services, 14(1), 73-82. Sultan, M.U., & Uddin, M. (2011). Consumers’ Attitude towards Online Shopping: Factors influencing Gotland consumers to shop online. Master Thesis in Business Administration, Department of Business Administration. Sutcliffe, A. (2002, January). Assessing the reliability of heuristic evaluation for Web site attractiveness and usability. In System Sciences, 2002. HICSS. Proceedings of the 35th Annual Hawaii International Conference on (pp. 1838-1847). IEEE. To, P.L., Liao, C., & Lin, T.H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787. Van der Merwe, R., & Bekker, J. (2003). A framework and methodology for evaluating e-commerce web sites. Internet Research, 13(5), 330-341. Vijayasarathy, L.R. (2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information & Management, 41(6), 747-762. Wells, J.D., Valacich, J.S., & Hess, T.J. (2011). What Signals Are You Sending? How Website Quality Influences Perceptions of Product Quality and Purchase Intentions. MIS quarterly, 35(2), 373-396. Wu, P.C., Yeh, G.Y.Y., & Hsiao, C.R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), 30-39. Yeh, Y.S., & Li, Y.M. (2014). Design-to-lure in the e-shopping environment: A landscape preference approach. Information & Management, 51(8), 995-1004. Zeng, L., Salvendy, G., & Zhang, M. (2009). Factor structure of web site creativity. Computers in Human Behavior, 25(2), 568-577.